In digital reporting, context is critical. Our marketing efforts don’t exist in a vacuum and in addition to broader consumer and economic trends, companies face fierce competition for share of voice and online sales.
In an increasingly competitive environment, benchmarking becomes important for any organization to properly evaluate their performance. In growing markets, it’s possible to see a rise in traffic and sales and be losing market share. In shrinking markets, you can see decreased sales while growing overall market share.
One of the best ways to determine which way is truly “up” is to benchmark some of your competition to provide you with the context you need to best interpret your own digital marketing results. While there is no universal source of competitor intelligence, there are a few different options at our disposal. In this post, we’ll cover the inexact science of how to compare your competitors’ website traffic stats, using Alexa, Similarweb, SEMRush and benchmarking in Google Analytics.
In digital marketing, we talk a lot about user engagement. Metrics like time spent on page, likes, shares, and re-tweets are all used to measure how engaged our users are. But engagement can go deeper than single-click actions. Truly engaged users will create new content for a website. That content can have multiple layers of value. This little bit of wonderful is called user-generated content (UGC).
UGC is one of those topics that in recent years seems to have a panel or workshop at nearly every marketing and advertising conference, because who doesn’t love free new content that represents actively engaged users? But while the enthusiasm and interest in UGC is ever-present on the brand/organizational side, the same cannot always be said on the consumer/user side. So how do you make your users want to generate content for you?
In this blog post, we’ll review the “What” and the “Why” for UGC and we’ll describe four ways to help you encourage and leverage user-generated content.
Data-driven marketers who work in or report on organic search typically understand the importance of keywords and rankings. A lot of an SEO’s time and energy is spent poring over keyword ranking reports and keyword research. But for all the effort given to looking at keyword ranking data, often we neglect the act of analyzing search results in the wild. How often do we sit down to recreate queries and review the first one or two pages of results at a granular level?
Data is most useful when it is grounded in a context that creates meaning and that can provide actionable insights, and ranking reports presented in columned spreadsheets, are sometimes just not sufficient for that task. This is where strategy and data meet, as a manual review of the results is far more likely to lead to the types of insights that will help marketers improve their rankings than simply studying a spreadsheet report.
In this post, we will cover 4 things you can learn from analyzing search results, and we’ll include two different types of search results: both external search engine result pages (SERPs) and internal site search logs.
Why You Should Report Once a Month, and How to Make It Look Easy
Agencies and marketers create SEO reports for clients to share their findings, establish trust and demonstrate accountability for their results. Clients, meanwhile, should green light those reporting efforts and thank those agencies and marketers for their hard work. Simple, right?
In practice, reporting your SEO results is a pain in the butt. It’s time-consuming. It’s stressful. And it confuses clients (“What are these metrics?” “What does this acronym mean?” “Why have rankings flatlined?” “Why am I paying you?”)
So why on earth would you choose to report more frequently than you do now? What could you and your clients possibly gain from monthly reports that you aren’t getting from your current “as needed” approach?
The answer: more than you’d expect.
This brief blog post will show you why monthly SEO reporting is too important to ignore. Furthermore, we’ve detailed five must-have sections to add to your monthly SEO report to ensure its success.
May 10th was National Clean Up Your Room Day
, and to celebrate, you could clean your actual space. But we think it’s also a great reason to clean up your digital space, your website. When it comes to website clutter there’s one issue that is common to every website, 404 errors.
Broken links aren’t a severe website ailment, but they are a form of digital debris that can impact your website performance and user experience across channels.
A 404 (Page Not Found) error is a specific HTTP status code returned to user-agents like web browsers or search engine spiders. A 404 is returned when a server cannot find the specific URL that it’s being asked to serve to the browser. That’s the technical explanation, but for most everyday users, it means this dreaded screen:
404s in isolation can seem like no big deal, but their cumulative impact on a website can be significant. Business websites with pervasive 404 issues are almost certainly leaving money on the table and frustrating customers at the same time. In this post, we’ll review the 5 W’s of 404s and offer some tips for developing 404 clean-up plans.