Digital Marketing

How to Use Google Analytics to Build a Useful Website Performance Report
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How to Use Google Analytics to Build a Useful Website Performance Report

Part 2 of a series on SEO reporting best practices (ICYMI: Part 1) Traffic data, found in Google Analytics, helps you quantify your site’s engagement level. Using this data, you can understand more than just how many users visit  your site. Traffic data can reveal what information users find useful and help you prioritize optimizations…

How to Use Google Search Console to Build an Impactful SEO Report
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How to Use Google Search Console to Build an Impactful SEO Report

Part One of a series on reporting best practices Marketers rely on metrics and KPIs, whether it’s to manage expectations, track progress, or just establish a common internal vocabulary to discuss projects and goals. Understanding the sources and limitations of each type of data point you collect directly informs the insights you can gather–and the…

Ultimate SEO Teardown: David’s Bridal & Effective E-Commerce Category Optimization

Ultimate SEO Teardown: David’s Bridal & Effective E-Commerce Category Optimization

E-commerce competition is cutthroat, both in SERPs and beyond, and only grows exponentially more complicated as you increase the number of product SKUs your business sells. Success relies heavily on product taxonomy, both an art and a science.  But how do you balance providing prospective customers with a seamless user experience–at every stage of the…

The Current State of Google Scholar: Everything We’ve Learned After Working with Journal Sites

The Current State of Google Scholar: Everything We’ve Learned After Working with Journal Sites

The purpose of this article is to serve as a reference to the current state of Google requirements, specifically as they pertain to scholarly literature. Several of our clients must satisfy guidelines as part of Google Scholar, one of the most widely used free academic search engines. We aim to optimize our clients’ content for…

The Big List of PPC Resources and Articles [Updated for 2022]
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The Big List of PPC Resources and Articles [Updated for 2022]

Whether you’re new to the world of PPC or have been in the field for years, it’s important to stay up-to-date on the strategies and tools that can make your work more efficient. Luckily, the Paid Media team at Greenlane mined the internet for you, and curated this list of articles, tools, and hacks that…

Ultimate Guide to Google Ads Recommendations
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Ultimate Guide to Google Ads Recommendations

Last updated Sept. 2020.  In your Google Ads account, you may have noticed a new Optimization Score, as well as recommendations on how to improve that score. Your initial thought may be “Wow, this is really insightful. Thank you Google for making it easy for me to increase my optimization score!” But beware. While some…

Introducing the Greenlane Adsense Explorer (a free PPC tool)
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Introducing the Greenlane Adsense Explorer (a free PPC tool)

Here’s the thing: We knew Google was running our clients’ display ads on irrelevant sites. And the daily upkeep was maddening. We needed a fix, so we built a Chrome extension to give us more control over where our ads end up. You can download it here, and read on for the details. The Google…

Don’t Care About Zero-Click SERPs? Trade Search Volume for Click Potential when Planning SEO Projects
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Don’t Care About Zero-Click SERPs? Trade Search Volume for Click Potential when Planning SEO Projects

Monthly search volume has long been the reigning metric to determine SEO opportunities for page creation and optimization. But given that only 50% of searches result in a click, how do you determine what searches are best to target for your business? If your KPIs depend on searchers clicking through (and ultimately, converting), monthly search…