How Visit Destination Goals can Impact your Company

What are Visit Duration Goals?

When you first start to use Google Analytics for your company, it can show you a great deal of information, such as the amount of viewers, the demographic of the viewers, and what those viewers like to do. It also can allow you to set goals for your website and its pages based on what the creator would like to track. One goal in particular that Google Analytics tracks is the visit duration goal. This goal allows the creator to see how many people are on the site for a certain amount of time. It can also be modified to only convert if the user stays on the webpage for a certain amount of time. To activate the goal you need to add a goal on Google Analytics. Then you must select whether you want the goal duration to be greater or less than a certain amount of minutes. If your website is content based then choosing greater than is more advantageous, meanwhile if your website is a service website then the less than option is a better choice. Then after you insert the amount of minutes/seconds, press save and the goal is now saved.

How Visit Duration Goals Can Impact your Company

Take for example a small content based website, like the one you are reading this blog on right now. They would be greatly impacted by being able to set a goal on the duration of the website views by each user. The longer the website view the more intrigued the visitor was with the content of the website. If the goal for this site, which would be “greater than” a certain amount of minutes was not met then we could conclude that the content wasn’t intriguing enough for the user. If the goal was met than we could conclude that it was interesting the the user in terms of screen time and we could continue to produce this type of content.

An interesting article on all four goal types is linked below!


How Paid and Organic Can Complement Each Other

What is Paid and Organic Search Data?

Paid Search Data and Organic Search Data are two different tools that advertisers use to increase website traffic and in turn customers. Organic Search Data is data that is is gathered through search console data, using search terms and keywords to derive the traffic. This data is found for free without having to pay for advertisement, instead it uses search terms and keywords that are more likely to get hits, then other keywords and search terms. Paid Search data is data that is gathered through advertisements that are paid for by the company that is advertising. The data gathered from these advertisements that are placed on relevant websites that are similar to yours or have similar users to your website. This data is then measured in Clicks and the total cost of the the campaign, which in turn results in cost per click, where you can see how expensive each click is for your company.

How Paid and Organic Search Data can be used Together

In order for a company to fully maximize their online marketing presence they must utilize both Organic Search Data (SEO) and Paid Search Data (PPC). These two forms of data are not the same, but the data that they collect can be used to be beneficial for both parties and the advertising company in general. One way that SEO can help with the effectiveness of PPC is by taking the data collected by the SEO in terms of which region and demographic age that their users are most likely to look at their website. This can in turn be used by PPC, which can target that group of people, which will save the company money by maximizing their advertising budget.

Below is a video on how SEO and PPC can be used together.


A/B Testing and Creating a Hypothesis

Creating a Hypothesis

A hypothesis is a purposed explanation to a problem that is being questioned. In order to form a hypothesis you must first have a problem that the experimenter feels needs an answer to. Then the person who is looking for the answer must form an answer that can be tested to prove that that answer is in fact the right one for the problem. For example, your company is having issues with people reading the content on your website. The problem is that the people aren’t reading your content. The companies hypothesis or purposed explanation to this problem could be that if they add a “read more” button after the first paragraph that they would have more people read their articles. Companies can find what needs to be fixed most by using Google Analytics. The different data that it collects can help any company realize what sites are being targeted the most and which need to be revamped to receive more views.

A/B Testing

An A/B test is a randomized experiment using two or more variables on the same web page. The “A” symbolizes the original page and the “B” symbolizes the changed page to match what you are testing. You can set up the test by assigning A and B a certain percentage of site visitors, usually it is 50/50, but it can change based on the preference of the test developer. Before implementing this test on your entire site, it is suggested that you start small, maybe just a button or a picture and then getting larger as you get more familiar, or see positive results. The way that an A/B test can be set up is seen through the 7 easy steps below.

  1. Go to your Optimize Account (Main menu > Accounts).
  2. Click on your Container name to get to the Experiments page.
  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

Below is a video on how to use A/B Testing for free by using Google Analytics!


How Content Strategy Can Be Affected by Behavior Reports

What are Behavior Reports?

When a company looks into growing, they need to look at the areas that they can focus on to expand. They also need to look at what the customers actually like about what they offer and what they don’t like about their content. Behavior reports can provide the company with an opportunity to see what content the customer actually enjoys. Behavior reports provide many different aspects of site data, from unique page views, to the top ten most viewed site URL’s and titles. In addition, Behavior Reports can also be used to make a flow model that can show the most popular ways that a user goes about their website. This can be from their first interaction to their last and anywhere in between, so it can really show where the user is more likely to go on the website. The website can take this report anyway from changing the flow of the website to lead the customers to their desired areas, or they can invest more resources to the areas that are getting more hits than others.

How Behavior Reporting can actually be used in real life

After reading a article by Phil Nottingham, called “Finding Ideas for a Video Series or Podcast”, I can now see how behavior reporting can be used in a common day setting. Making a podcast is easy, but making a podcast that actually reaches a population of viewers is much more difficult. A person looking to make a successful podcast can look at data from Google Search Console or other platforms that track data, to narrow down the list of topics and groups that they would attempt to market to. This could allow the podcast producer to make a well educated decision on what types of podcasts their target audience would be interested in and what types of podcasts that other people outside of the target market would also tune into listen as well. The behavior report might also say that the people that are most likely to enjoy the content produced, might actually enjoy another method of entertainment, say TV. This could then guide the producer to make their idea into a TV show as the behavior report says that the people that view their content are more likely to watch a TV show, then listen to a podcast.

No matter the situation that is present, when a producer of content would like to find a way to grow their business, or just improve the types of content that are produced, Behavior reporting is necessary in that process.

Below is a video on how Behavior Flow Models Work!

This is the link for the article by Phil Nottingham!


Wendy’s Custom Campaign

“Fresh, Never Frozen Beef”

Wendy’s is a restaurant that competes with the best fast food restaurants throughout the world. They are a direct competitor to the giants that are McDonald’s and Burger King. The Wendy’s logo consists of a young female who has red hair, freckles and has pigtails. That is how many people visualize Wendy’s. However, that is not the way that Wendy’s likes to advertise themselves. Instead, they use a slogan, which has changed many times over the last twenty years, but is currently “Fresh, Never Frozen Beef”. They use this slogan whenever an advertisement is put out by the company. The slogan might not be in bold or flashing lights, but it is said or seen in every advertisement. They use this slogan to help differentiate their product from their direct competitors, McDonalds and Burger King, who don’t offer as quality of a product. Below their is a link to the slogans that Wendy’s has used over the past 20 years, so you can see if you remember any of them!

10+ Wendy’s Slogans Today, and Over the Years

Multiple Channel Campaigns

Wendy’s recently brought back spicy chicken nuggets to their menu. This was after the fans of the nuggets calling for years to bring back the spicy nuggets. One very notable fan, named Chance the Rapper, requested the nuggets to be brought back via his twitter account. This social media demand of bringing back the spicy chicken nuggets was a way for Wendy’s to drum up interest for the nuggets, ranging from devout fans to people who have never had Wendy’s before. If you search “Best spicy chicken nuggets” on your favorite search platform right now, the first name you will see is Wendy’s. This is an example of Wendy’s doing a great job of tagging the keyword of a highly advertised product in “Spicy Chicken Nuggets” or “Spicy Nuggs” as Wendy’s like to call them. Wendy’s isn’t the only fast food restaurant that sells spicy nuggets, but the advertising campaign associates them with the product more than any other company.


Targeting with Custom Affinity Audiences

What are Custom Affinity Audiences?

When you create a website, or are struggling to have your page reach your desired audience, there are ways that you can reach your desired audience. One way is called creating custom affinity audiences. They are audiences that advertisers create to target certain groups of people that are more likely to enjoy their material and products. These audiences can be made by inserting targeted keyword phrases, using URL’s to create categories of interest that are on the website pages, and by including types of places that your audience is interested in. In addition, the advertisers could include different apps that the audience could like or be interested in, to help draw more of their targeted group.

How Custom Affinity Audiences can Impact your Company

One aspect that companies are always looking to improve is their reach and more specifically their reach to users who have an interest in what their company produces. If your company sold football jerseys you would think it is smart to advertise on sports platforms, such as ESPN, but not all of the traffic on ESPN are from people who like football or are in the market for a football jersey. By using Custom Affinity Audiences, you can use Google to filter the viewers of your advertisement, based on keywords such a football, or jerseys for sale. Or you could use Google to find people who have downloaded an NFL app, to filter your website advertising to just those people.

Watch this video below to learn about how to create Custom Affinity Audiences using Google Adwords!


The Importance of Site Tagging

What is Site Tagging?

Site tagging is a great way to track what the areas of your website are getting hits and for how long, how far the user scrolls, and if the user clicks on a certain video. This information allows the person who has placed a tag on the website to receive the information on the users and potentially improve certain aspects of the website based on what the tagging results indicate. A great platform that provides site tagging capabilities is Google Tag Manager. This resource allows the user to place tags on webpages in a relatively easy fashion.

How Site Tagging Can Improve Your Business

Site Tagging has many ways that it can contribute to further success of a company. For example, if you were wondering what aspects of your site should be improved, but didn’t exactly know where, you could use Google Tag Manager to find those areas. It would tell you how many clicks each section received and with more variables turned on in Tag Manager, you could track finite aspects of your website, such as how far the user scrolled, or even how long a video was watched. This could in turn contribute to site improvement, by adding a more captivating video if the video isn’t viewed at a high rate or viewed for its duration. It could also provide information on what authors are the most read or what topics are most interesting to the user and decisions could be made off of that information.

For more information on Google Tag Manager, watch the video below!

The Benefits of New and Old Search Console

The Benefits of Tools and Reports in Search Consoles

The use of reports and tools in search consoles are very significant, no matter how old they are. Reports such as an Overview page and a Performance report allow the admin of the the page to analyze the usability of the website and where the user of the page interacts the most with the page in terms of clicks. They also help with the security of the website and help the admin analyze what is wrong with the website and any possible errors that could result in the future. Coverage reports are also very helpful for the admin of the website, as they can view certain pages and how to improve the security of transporting the users to certain pages.

How Tools and Reports can Benefit your Company

One area that every company can look to improve in is their usability of their mobile platforms. Mobile-Friendly Test Tools are a huge tool that developers can look to improve their product. They test whether the given page is mobile friendly and provide ideas to improve the pages mobile friendliness. Google Search Console allows a developer to test their page to see if any issues come up with the mobile device. If the website is not considered mobile friendly, then ways that the website can become more mobile friendly are suggested and help to improve the success of the website.That is one of the huge advantages to using Google Search Console as a benefit to your company and its webpages.


How Digital Analytics can Impact your Organization.

Is your company not doing as well as you had hoped, or is it doing much better than you had expected, but you don’t really know why? Digital analytics is the answer to your questions. Digital analytics provide you with the opportunity to identify where your customers are coming from and the types of customers that you should work on identifying.

The link above is for an article that explains the importance and potential importance that digital analytics can have for your company. The use of AI in digital analytics provides your company with the opportunity to constantly and consistently find new customers and find different ways to reach out to customers.