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SEO & PPC – Friends or Foes?

For starters, let’s quickly go over ‘SEO’ and ‘PPC” campaigns. SEO or Search Engine Optimization is an organic search campaign that strives to use data to deliver the best site performance in order to produce an increased amount of traffic to your site. On the other hand, PPC or Pay-Per-Click is a campaign that functions by advertisers paying a fee each time one of their ads is clicked. Keep in mind that both SEO and PPC campaigns strive to increase site traffic.

The idea or strategy of purposely intertwining one’s SEO and PPC campaigns is extremely worthwhile. Although they function separately, when working simultaneously both SEO and PPC collect data that is beneficial for one another. In fact, it was stated in an article by semrush.com that “Creating campaigns based on strong, heavily researched data will allow you to use both search engine optimization and search ads to the fullest”. With that all being taken into consideration, SEO and PPC camapigns are most certainly friends.

For even more information regarding SEO and PPC campaigns, check out the link provided below!

https://www.semrush.com/blog/3-ways-to-integrate-ppc-seo-for-multichannel-success/

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The ABC’s on A/B Testing

A: What Is A/B Testing?

An A/B test is a randomized experiment using two or more variants of the same web page. Variant A is the original. While variant B contains at least one element that is modified from the original.

B: How To Create an A/B Test

Google’s Resource Hub provides step by step instructions regarding how to create an A/B test. They are as follows:

  1. Go to your Optimize Account
  2. Click on your Container name in order to get to the Experiments page
  3. Click ‘CREATE EXPERIMENT
  4. Enter an Experiment name (up to 255 characters)
  5. Enter an Editor page URL (the web page you’d like to test)
  6. Click ‘A/B test
  7. Click ‘CREATE

C: Let’s Begin

In order to create an A/B Test, one must begin by identifying an issue that has been observed, in order to create a data reinforced hypothesis. This particular hypothesis should focus on questions such as, What’s the problem that you want to solve? Have conversions dropped off? Have traffic patterns changed? Have your demographics shifted? With that being said, my hypothesis that I believe we should focus on is; If we begin posting our blogs on our personal LinkedIn accounts weekly (creating a routine) then, we will receive more buzz from returning users as well as new users (referrals).

Information for this blog post was sourced through the link provided below. Click the link in order to get more valuable insight on A/B Testing. https://support.google.com/optimize/answer/6211930#create-a-hypothesis

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Behavior Reports = SUCCESS

Google Analytics ‘Behavior Reports’ allow individuals to track and monitor how users are reacting to the content on their site. You are able to track numerous factors. Some of which being; page views, unique page views, average time on page, and even the bounce rate. All of this information is so critical when attempting to decipher which content is more appealing to your audience. Seeing what works and implementing more of it will allow your site to become better tailored to your aduceince. Which in return, will manifest populality and success for your site.

One of the most interesting features of Behavior Reporting is the, ‘Behavior Flow’ option. Behavior Flow is essentially a chart that illustrates the path users take on your site. This is so useful considering you can see which content causes users to exit your site.

Below I have attached an image depicting a Behavior Flow.

In an article entitled How to Use Tools to Determine Which Content to Re-Optimize: A Step-by-Step Guide by Jeff Baker; Baker stresses the importance of knowing your audience and catering your content to them. Within the article it is apparent that analyzing your audience is quite time consuming. Audience Reports allow for this process to become much more accurate and simplified.

Below I have attached the article by Jeff Baker. I highly recommend you take a look at this article!

https://moz.com/blog/content-reoptimize-guide

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How To: Create the CHAMPION of Campaigns.

In order to have the best luck when it comes to your campaign successes, it is highly recommended that you set up a campaign across multiple channels. This will allow you to closely monitor your efforts; in order to discover which channel is most effective for that specific campaign.

Furthermore, using Google’s handy ‘Campaign URL Builder’ will allow you to easily track your campaign as well as the behavior of individuals who stumble upon your campaign. In fact, this should be one of the first steps you take in creating a prosperous campaign. (keep in mind that this should be clear and cohesive with your campaign)

Adhering to the tips below will allow your campaign to transform into the CHAMPION of campaigns.

  1. Tag only what you need
  2. Create your links with the URL builder
  3. Use only the campaign variables you need
  4. Do not send personally identifiable information

If you are looking to increase your campaign success and productivity, I highly recommend you spend a few minutes of your day watching the video I have provided below. This video further describes how / why to set up a custom URL for your campaign.

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Take Your Website to Affinity and Beyond

Google Analytics offers the ability to create custom affinity audiences. This feature is not new. In fact, it has been around for quite some time and has brought upon great successes for companies such as but not limited to Instagram, Facebook, and Amazon.

These internal customizations essentially allow companies to hone in on exactly who they would like to target their efforts to. While simultaneously providing insight on various consumer characteristics. This is quite pivotal for website success, due to the fact that individuals have a wide variety of interests.

In a bustling world where online content dramatically increases by each and every second; ensuring that your content is reaching the desired audience is critical. With that being said, tailoring a custom affinity audience will allow your efforts to be much more time-efficient and successful.

To begin setting up your very own custom affinity audience, follow the path below.

Tools and Settings > Audience Manager > Custom Audiences > Custom Affinity

For more information on how to set-up custom affinity audiences, click on the video provided below.

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The VALUE of Tags.

Google Tag Manager is essentially a tool available to those who wish to improve and maintain their business. This tool is quite easy to use. While implementing tags within your site, it will provide you with critical insight into how individuals interact with your website. For example, Google Tag Manager has the ability to track how far individuals scroll down your website and even track how long a video on your site is viewed.

The value of the Tag Manager is quite evident. In fact, success and tags go hand-in-hand. Tag Manager allows you to become much more aware of specific variables within your website that may need to be improved. On the other hand, Tag Manager may also provide insight regarding what is working well within your site. Whatever may be working well and generating buzz, should be implemented more often throughout your site. This allows you to generate as much success as possible. Keep in mind that Tag Manager allows you to monitor numerous users’ activity across multiple domains. Which, will give you an even better idea of what is working and what is not.

If you want your site to become much more successful and user-friendly, check out Google Tag Manager today!

Below, a video has been provided in order to serve as a tutorial of sorts that covers everything you need to know to get started with the Tag Manager.

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New Search Console Is Different from Old Search Console…or is it?

For those of you who may be unfamiliar with the overarching function/purpose of a ‘Search Console’…it is essentially a free platform offered by Google in order for individuals to monitor and maintain website performance. Currently, Google is striving to revamp Legacy tools with Report tools in order to simplify the entire process for individuals.

On the other hand, for those of you who consider yourself to be somewhat of a Search Console veteran, chances are you feel extremely comfortable with the Legacy tools. Keep in mind, the Report tools will only be a slight adjustment. For example, the New Search Console has the following improvements over the old version:

  • Sixteen months of search traffic data, versus three months in the old product
  • Detailed information about a specific page, including index coverage, canonical URL, mobile usability, and more
  • Tracking flows to help you monitor, fix, and request a recrawl of pages affected by crawling issues.
  • New and improved reports and tools, described next.
  • Works on mobile devices.

When trying to assimilate yourself to the New Search Console, the link provided below is critically helpful. Within this link, there is an extensive chart is provided where the main differences between the New and Old Search Consoles are explained.

https://support.google.com/webmasters/answer/9073702?hl=en

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Digital Analytics are IMPORTANT.

Digital Analytics are critically important to your organization due to a multitude of factors. To begin, Digital Analytics allows companies or organizations to track their efforts and objectives. This method of tracking allows for success to be measured. Collected data is measured and analysed thoroughly. Below I have attached an article entitled; The Importance of Google Analytics – Get the Facts About Your Website. This article expresses that in 2007, Avinash Kaushik wrote the definition for digital analytics as the following:

Digital analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).”