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Posts tagged ‘analytics’

Google Analytics Adds Real Time Reports, Improves Custom Site Search – Search Engine Watch (#SEW)

 

 

 

 

 

Google Analytics Adds Real Time Reports, Improves Custom Site Search

Google Analytics Adds Real Time Reports, Improves Custom Site Search – Search Engine Watch (#SEW).

, October 3, 20111 Comments

A couple new and noteworthy Google Analytics features were announced last week. First, Google has added real-time reports to monitor visitors actively looking at your site. Also, for sites with their own custom search engine, Google Analytics has made it easier to integrate data into your analytics reports.

Real-Time Google Analytics

Google Analytics Real Time Reporting

For years, Google has lacked a real-time element to its Analytics product. That changed as Google released real-time analytics reports to a limited set of people. While Google Analytics will still process results on their 24-hour lag, a new set of reports will now show activity happening on your site as it happens.

The reports show active, changing graphics, detailing page views per minute and per second. Detailed reports include percentages of active visitors by country, by page currently being viewed, and by the visitor’s source, including custom campaign tags.

While the data is limited, of the best ideas for use so far is to use it to see campaign tracking when unrolling a new campaign. Because of the way data is collected and the delay in its processing, many times a simple typo can make your data go awry and take at least 24 hours or so for you to discover. With the real-time reports, you’ll be able to see anomalies quicker.

The new real-time reports only are available in the new version of Google analytics. Look for it under the Dashboards area this week. When the new Google Analytics interface rolls out this week, you’ll be able to find it under the Home tab. If you can’t see the reports and don’t want to wait, you can request access sooner.

Google Analytics and Custom Site Search

Site search reports have already included more than mere usage and search terms. Now the set up processes are easier.

Essentially, you simply navigate to the Custom Search Engine management page. From there, select a few options, including options specific to Google Analytics, and the Google Custom Search tool will produce your new, analytics-friendly code, ready for copying and pasting into your site.

To be clear, this is really an announcement more concerned with Google’s Site Search product. However, if you use it or were considering using it, know that setting up the Google Analytics reporting components is much easier now.

The new Site Search code enables all the cool tagging and integration for Google Site Search clicks to interact properly with Google Analytics. As part of the process, you’ll need to select which Google Analytics account you intend to use with each individual site search engine you create.

More Google Analytics Changes This Week

The Google Analytics team has been quite busy of late. Just last month, Google Analytics changed the way they counted visitors with modified session data, which led into new multi-channel funnel reporting.

And Google’s not done yet. They’re promising a new Google Analytics layout this week

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Google+ Usage & Traffic Slows as Buzz Dies Down

comScore: Google+ Hits 25 Million Visits Globally
Since launching June 28, about 25 million people have visited Google+. Here’s the breakdown by country, according to comScore:

6.44 million from the U.S.
3.62 million from India
Roughly 1 million from both Canada and the UK
920,000 from Germany
More than 780,000 from Brazil
About 500,000 from both France and Taiwan

Boost Your CTR With These 5 PPC Ad Copy Strategies  – Search Engine Watch (#SEW)

Boost Your CTR With These 5 PPC Ad Copy Strategies  – Search Engine Watch (#SEW).


Boost Your CTR With These 5 PPC Ad Copy Strategies

, June 17, 20111 Comments

Strong creative can be a huge competitive advantage in the world of paid search. When you can pay less to get more, you’re doing something right.

The compounding factors of improved CTR, increased quality score, and reduced CPC can make a tremendous impact on performance. Ad copy testing lies at the heart of seizing this competitive advantage.

With an endless number of attributes to test, it can be a little daunting to pick a starting point. Looking for a positive impact? Here are five ad copy attributes you can test.

1. Price Points & Percentage Off

If you’re a retailer, this is must. You’re missing out big if you aren’t testing into specific price points and percent off offers.

Important: don’t make assumptions here. Test out multiple price points and percentages off to find out what will resonate with consumers. Here’s one of my favorite illustrations of why not to assume anything when it comes to price points:

PPC Price Points

A 76.5 percent CTR lift on the higher price point. We can make assumptions as to why the higher of the two price points experienced the higher CTR. Maybe the “or Less” factored in, or maybe “$39” just sounded too good to be true. Hard to say. This is precisely why we test.

2. Google Sitelinks

By now you have hopefully enjoyed the benefits of running Google Sitelinks in your ads. The presence of ad sitelinks can lift CTR by more than 30 percent.

Surprisingly, many advertisers still haven’t added these to their campaigns. Maybe they’ve tested it and found that their ads perform better without sitelinks, but this is doubtful. I haven’t seen an instance where an ad’s CTR decreased as a result of having sitelinks present.

Don’t let your sitelinks get stale. Remember to rotate in new pages to test, and test variations of the ad copy. Keep refining.

3. “Official Site” 

Using “Official Site” directly following the name of the brand in the ad headline has almost always lifted CTR and reduced CPC. There is an absolute correlation between the power of the brand and the influence that “Official Site” will have on improving performance.

Recognizable brands that carry more weight will typically benefit from this. In instances where there are many affiliates competing in the space, the brand will also benefit from this tactic.

“Brand Name – Official Site” can also lift performance on non-brand terms, especially in instances where the brand is considered a leader. Depending on your account, it may be worth experimenting with this.

With the recent modification of Google displaying the root URL of the display URL within the headline, there’s been speculation that “Official Site” many not be as necessary as it once was, and those valuable headline characters can be better utilized. Sounds like another great test!

4. Sense of Urgency

Any good direct marketer understands this principle. Give consumers a reason to feel as though they should decisively take action, and they are more likely to do so.

If you’re running an offer in your ad copy – and you should be if you can – test using an end date. Here are some iterations that work well:

  • “Ends 6/11” – a specific end date. Drop this in the ad copy about five days prior to the end date
  • “Ends Monday” – test using the day of the week vs. the actual date
  • “Hurry!”, “Save Now”, “Ends Soon” – Even without an end date, there are ways to create that sense of urgency with the consumer

5. Extended Headline

This is another recent modification to how Google displays ads. You no doubt have seen this, and hopefully have been experimenting with it.

Google Extended Headline Mens Suits

Ultimately Google will make the call on whether your description line #1 will be moved into the headline of your ad. While you can’t explicitly opt into (or out of) this, you can influence the probability of your ad displaying as such.

First and foremost you need to be in the premium position above the organic results. By crafting your ad so that each line of copy appears as a distinct sentence that ends with proper punctuation, you’ll at least be in a position to have your ad appear with the extended headline.

Applying some of the tactics mentioned earlier, like sense of urgency or price points, into the extended headline can help boost CTR and is worth experimenting with.

Test Your Ad Copy!

One of the most enjoyable aspects of managing paid search accounts is the ability to test, and the learning that comes from it. Curiosity, creativity, and discipline are required. With the competing priorities of so many things you can and should be doing while managing an account, ad copy testing should always remain high on the priority list.

 

Google Panda Update: New Advice Directly From Google


Google lists the following as “questions that one could use to assess the ‘quality’ of a page or an article”:

  • · Would you trust the information presented in this article?
  • · Is this article written by an expert or enthusiast who knows the topic well, or is it more shallow in nature?
  • · Does the site have duplicate, overlapping, or redundant articles on the same or similar topics with slightly different keyword variations?
  • · Would you be comfortable giving your credit card information to this site?
  • · Does this article have spelling, stylistic, or factual errors?
  • · Are the topics driven by genuine interests of readers of the site, or does the site generate content by attempting to guess what might rank well in search engines?
  • · Does the article provide original content or information, original reporting, original research, or original analysis?
  • · Does the page provide substantial value when compared to other pages in search results?
  • · How much quality control is done on content?
  • · Does the article describe both sides of a story?
  • · Is the site a recognized authority on its topic?
  • · Is the content mass-produced by or outsourced to a large number of creators, or spread across a large network of sites, so that individual pages or sites don’t get as much attention or care?
  • · Was the article edited well, or does it appear sloppy or hastily produced?
  • · For a health related query, would you trust information from this site?
  • · Would you recognize this site as an authoritative source when mentioned by name?
  • · Does this article provide a complete or comprehensive description of the topic?
  • · Does this article contain insightful analysis or interesting information that is beyond obvious?
  • · Is this the sort of page you’d want to bookmark, share with a friend, or recommend?
  • · Does this article have an excessive amount of ads that distract from or interfere with the main content?
  • · Would you expect to see this article in a printed magazine, encyclopedia or book?
  • · Are the articles short, unsubstantial, or otherwise lacking in helpful specifics?
  • · Are the pages produced with great care and attention to detail vs. less attention to detail?
  • · Would users complain when they see pages from this site?

The company is careful to note that it’s not disclosing actual ranking signals used in its algorithms, but these questions will help you “step into Google’s mindset.” These questions are things that Google says it asks itself as it writes algorithms.

Houston SEO/ Marketing / Analytics Professional Resume

Larry Williams

Houston, TX

lwwilliams@suddenlink.net

281-455-8300

Summary

A results-driven professional with 15 years experience with an emphasis in online marketing, SEO, SEM and web analytics seeking an opportunity to impact and grow a company’s productivity.

Employment Experience

eVariety Company 1/06 – 1/10

Online Sales & Marketing

  • Sold antique and collectible items through multiple eCommerce websites, maintained a 100% positive customer service rating and sold and shipped more than 70% of items within 10 days of posting.
  • Created and managed pay-per-click (PPC) advertising campaigns using Google AdWords to generate traffic and grew sales using keyword ads, as well as multiple blog and website placements.
  • Utilized search engine optimization (SEO) methods and strategies to improve page rankings for multiple websites using tools including Google Webmaster Tools, SEOQuake and Web CEO.
  • Increased ROI by adjusting multi-channel advertising budgets based on web analytics reports generated by Google AdWords, Google Analytics and Omniture Site Catalyst.
  • Created promotional links using HTML tags and Java widgets on multiple websites, blogs and social media networks including Facebook, Google Buzz, Twitter and LinkedIn.

RSA 8/05 – 12/05

Senior Account Manager

  • Marketed IT business solutions including project, contract and permanent staffing services.
  • Met with prospects and conducted needs assessments to determine current and future technical needs.
  • Analyzed businesses using online web portals and the Salesforce.com CRM and to forecast profitability.

Bridgewater Resources 8/02 – 6/05

Business Development

  • Sold business staffing solutions for a start-up IT division by developing and maintaining lasting relationships with companies seeking technical professionals and services.
  • Developed most of the CRM infrastructure, workflow process, website content and multi-channel marketing material to promote and advertise a new company and its services.
  • Made presentations to decision makers, gathered detailed information on job orders and planned search strategies with recruiters to target qualified technical candidates.
  • Identified target companies and recruited prospects by attending Trade Shows, Career Fairs and multiple business, marketing and technology association meetings.

IntelliMark 11/94 – 6/02 General Manager / Account Executive

  • Sold regional B2B IT staffing and project solutions by developing and maintaining lasting relationships with companies seeking technical professionals and services.
  • Met with decision makers, gathered information on qualified sales orders and developed multi-channel marketing campaigns using cross-promotions and viral marketing.
  • Managed Houston branch operations, including budget, marketing plans, sales forecasting and employee hiring, firing, training and yearly reviews.
  • Developed and made corporate presentations and co-hosted a national business conference.
  • Managed an internet strategy team project that designed and launched a new company web site that included a new layout and content, job posting and search capability and new marketing material.
  • Managed a CRM migration project and created a paperless workflow process.

Sales & Recruiting Manager / Account Executive

  • Sold IT services, recruited candidates and managed account executives and recruiters.
  • Identified target companies and recruited prospects by attending Trade Shows, Career Fairs and multiple business, marketing and technology association meetings.
  • Led in-house training sessions and created internet training presentations, videos and documentation for sales and recruiting teams.

Technical Recruiter

  • Recruited, interviewed and prepared qualified technical candidates for interviews with client companies.
  • Received feedback from candidates and clients after interviews and negotiated starting salaries, benefits, start dates, sign-on bonuses and/or relocation packages.

Management Alliance Group, Inc. 3/94 – 11/94

Sales / Recruiter

  • Sold staffing services and recruited candidates in a broad range of industries, including Finance, Medical, Oil/Gas and Real Estate.

Professional Achievements

§        Manager of three (3) Presidential Award recipients – IntelliMark

§        Manager of one (1) Chairman Award recipient – IntelliMark

§        Quarter-Million Dollar Producer Award*

§        Top Five Producer Award*

§        Rookie of the Year Award*

§        Member of Top Three Blended Services team*

* Texas Association of Personnel Consultants / Houston Area Association of Personnel Consultants

Education

Stephen F. Austin State University

Bachelor of Arts – Communications (Journalism) /Marketing – 1993

§          KLSB-TV (NBC) – Sales / Advertising Intern

§          East Texas Blood Center – Advertising Intern


Additional Skills Addendum

Optimization / SEO

Determined website and page objectives and ensured each page was search engine-friendly.

Developed site content, researched competitor’s sites and chose the most effective keywords.

Performedsite analysis and review of SERP rankings, page content, layout, links and site speed.

Researched and utilized new SEO tools and techniques and submitted site maps and optimized pages.

Marketing / PPC

Created online advertising campaigns using Google AdWords to generate traffic and increased sales using pay-per-click (PPC) ads, as well as multiple blog and website placements.

Managed ad placements, networks, ad budgets and analyzed CPC, CTR and CPM.

Developed marketing initiatives and strategy involving content, positioning, pricing and promotions.

Improved online ad campaign performance by adjusting content and keywords and set up secure customer payment options using PayPal and Google Checkout.

Analytics

Analyzed detailed traffic reports, Key Performance Indicators (KPI), geo-mapping and CPC using Omniture Site Catalyst, Google AdWords and Google Analytics.

Analyzed and improved SERP rankings, page traffic reports, traffic sources, content drilldowns, landing and exit pages, average time per visit and bounce rates.

Adjusted item prices and descriptions, page content and layout, as well as ad budgets, keywords, locations, networks and scheduling based on analytic reports and market research.

Training

Inbound Marketing Certified Professional – HubSpot, June 2010

Social Media Optimization is the New SEO – HubSpot

SEO Strategies for Corporate Web Sites – Omniture

Marketing and Advertising Using Google – Google

11 Tips to Improve Your SEM Campaigns – Omniture

Business Internet Marketing for Facebook & Twitter – HubSpot

Omniture, Testing and Web Site Optimization – Omniture

SEO Measurement 101 – Omniture

Social Media

LinkedIn

Twitter

Houston’s Williams Receives Certification in Inbound Marketing

Williams Receives Certification in Inbound Marketing

Certification Awarded by Inbound Marketing University Training Program

HOUSTON, TX – JUNE 8, 2010 – Inbound Marketing University awards the Inbound Marketing Certification to Larry Williams as part of its comprehensive Internet marketing training program (http://inboundmarketing.com).
This certification acknowledges Williams’s proficiency in inbound marketing principles and best practices. These principles include: blogging, search engine optimization, social media, lead conversion, lead nurturing and closed-loop analysis.

Williams joins an elite group of Inbound Marketing Certified Professionals. In total, 1,300 individuals have successfully passed the IMU program.

To complete the Inbound Marketing Certification, Williams completed 16 in-depth classes covering each facet of inbound marketing and passed a comprehensive certification exam. (View the full list of classes: http://inboundmarketing.com/university/classes)
The courses are taught by a knowledgeable faculty of professors, including New York Times’ best-selling author Chris Brogan, Google’s Analytics Evangelist Avinash Kaushik, Internet celebrity Gary Vaynerchuk, best-selling author and international speaker David Meerman Scott, and more. (View all professors: http://www.inboundmarketing.com/university/professors)

This certification is administered by HubSpot.

About InboundMarketing.com

InboundMarketing.com is an online community and certification program for marketers. The site’s content teaches a new style of marketing that emphasizes business uses of social media, content creation and search engine optimization for marketing. InboundMarketing.com is hosted and moderated by HubSpot, Inc. Register for InboundMarketing.com at http://inboundmarketing.com/user/register.

About HubSpot

HubSpot, Inc. provides Internet marketing software that helps businesses get found online, generate more inbound leads and convert a higher percentage of those leads into paying customers. HubSpot’s software platform includes tools that allow professional marketers and business owners to manage search engine optimization, blogging and social media, as well as landing pages, lead intelligence and marketing analytics. Based in Cambridge, MA, HubSpot can be found at http://www.hubspot.com. HubSpot’s free marketing tools can be found at http://grader.com.

18 Effective Search Engine Optimization Techniques

18 Effective Search
Engine Optimization Techniques

By Sue Cooper (c) 2010

Proper Search Engine Optimization, otherwise known as SEO, has quickly become a popular topic of conversation among website owners and entrepreneurs. The difference between having a successful website, and hosting a flop, is often the difference between whether or not you’ve incorporated proper keywords and phrases into your webpages.

Learning proper SEO techniques can seem like a daunting task, especially to those who are not familiar with the concept. The following list offers 18 simple SEO techniques you should keep in mind when developing and marketing your website.

1. Make sure your website is initially designed with your search engine optimization needs in mind. Search engines look for text, not flashy graphics and cool layouts. The trendiest web designs will mean nothing if no one is able to find your site.

2. Every page of your website should have a title tag with text describing either your site or what is on the page. Be sure the text includes SEO-type keywords instead of the name of your website. Unless you’re incredibly popular, no one is going to be looking for you by searching for your name. They’ll most likely search for a product or service and the keywords you use will lead them to your site.

3. Consider canonicalization, or whether or not your website address includes or excludes the www prefix. If you choose to use the www version of your website, make sure the non-www version directs users back to the one you use. Make sure you use your preferred version (http://www.mydomain.com or http://mydomain.com) every time you place a link to your site on the web. Don’t use both!

4. When designing your website, be sure to avoid too many drop-down menus, confusing image maps, and excessive images. If you must use any of these methods, be sure to include plenty of text links for the search engine spiders to find and identify. Without links, the search engines will not pick up your site information.

5. It does not matter what type of website extension you use (ie. .html, .htm. .asp, .php). Search engines do not look at the web extension and it will not have any impact at all on search results or ranking.

6. Every page on your website should include a link to your home page and your sitemap. Make sure every link is the same. Home page links should go directly to your domain (http://www.mydomain.com). Make sure your internal links do not include the additional /index.html or .php text as it is not needed (ie. http://www.mydomain.com/index.html).

7. Are you sharing a server with other websites? If so, you’ll want to conduct a black-list check to make sure you are not sharing a proxy with someone who has been banned by search engines in the past. Being on the same server as a website with a poor reputation may damage yours.

8. You’ll hear the same phrase over and over again: “Content is king”. It is imperative that your website have fresh, unique, and quality content that is updated on a regular basis. Be sure to include your favorite keyword phrase within the body of the content!

9. People are more likely to input a phrase instead of a single word when conducting internet searches. If your business has a physical location, incorporate the name of your city into the text as well. For example, you might use “our Philadelphia location” instead of “our location”. Including your city name will improve the chances of your site being seen in location searches.

10. If the information on your company website doesn’t change regularly, or remains static, you might want to consider starting a blog. Search engine spiders are always looking for fresh content. Use your blog as an advertising tool and link back to your website within each and every post.

11. Write naturally. The worst thing you can do is try to cram a zillion keywords into your article or blog entry, making it messy and difficult to read. Search engines are able to determine whether or not your text is logical and they will ignore content with ridiculously high keyword density.

12. Building links to your website is essential to its success. As a matter of fact, links are like the queen to complement your king’s fresh content. Choose a keyword phrase and network with other websites, asking them to place links on their pages. Don’t hurt your ranking by having non-related websites place haphazard links. While it may seem great to gather 100s of backlinks, you’re better off limiting your links to related websites. Ten relevant links stand a better chance than 100 irrelevant links.

13. Links within your website should be built with keyword phrases as well. Try to avoid using generic anchor text such as, “click here”.

14. Don’t place a list of links on your website. Always place a link within at least two to three lines of related content. The better your description, the more likely it is someone will click on the link.

15. Don’t limit your keyword or phrase to text links. You should also incorporate your keywords into your image alt tag and domain name, whether it is part of the name itself or contained within the description.

16. Try to avoid using frames, Ajax, and Flash as much as possible. None of these functions are keyword or search engine friendly and will hurt your SEO results.

17. Before your website can be found by the search engine spiders, it must be indexed. Search engines such as Google have regular submission forms, but it can take days or weeks for your form to be processed. Having a highly ranked website place a link to your site is a sure-fire way to have your site indexed quickly.

18. No matter what you hear, don’t be overly concerned with the Google PageRank of your website. A website that is properly developed and contains good content can outrank a website with higher PageRank.

About The Author
As an SEO Consultant, Sue provides clients with genuine top ranking strategies that are designed to eliminate wasted time on tweaking to achieve the desired outcomes for search engine optimisation and marketing campaigns.