Digital Marketing Ideas & SEO Trends

SEO Search Engine Optimization - Flat Style Design

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…
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Analytics SEO

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…
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Analytics

How to Avoid Conflict Between CRO & SEO

In our industry, there’s a constant drive to test – layout, content, images, form fields, pretty much everything on a page. We do this to constantly improve on the experience, with common instances being: How a conversion funnel functions To…
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Analytics Digital Marketing SEO

SEO Reporting: How to Build Meaningful Analytics Reports

The SEO report. It's a calling card for some agencies. These reports can be ornate or no-frills (everyone has their own style). Smart companies use APIs to compile reports without spending manual hours. Some rely on automatic SEO reporting tools. For other companies, it's a time-intensive and considerably low-value exercise.

Case Studies

Beneficial Metrics Gained from Analytics Audit

How we helped the largest global source of pet health information in the world audit their analytics and create usable metrics.

Case Studies

Data Confidence Gained by an Analytics Audit

How restructuring Analytics helped a leading brand of exterior and interior building products make trusted, data-informed decisions across their business units.

Analytics Digital Marketing PPC

Are You Checking “User Location” Reports in Google Ads?

Google Ads location targeting allows advertisers to choose who can see their ads and prevent them from showing in areas they cannot serve. Google uses a variety of signals such as user settings, device, and search activity to determine where…
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Analytics Digital Marketing Paid Social Advertising PPC SEO

Prep for the Holidays: Tackling the Dreaded Forecast

Forecasting. Some account managers love it, some hate it. Others believe it should be owned by an analytics team. For the record, dear reader, I LOVE forecasting. Judge me as you see fit. Regardless of your position on the matter,…
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Analytics Digital Marketing Display Advertising PPC

How I Made Attribution Modeling Simple Enough to Sell to Your Boss

Stuck in a one-click world? Can’t justify your head terms, display buy, content-based email campaign, or any other top of funnel campaign? Trust me, you’re not the only one. I’ve been through this. A lot. But I have also overcome…
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Analytics

Standardize Your Analytics: from Initial Requirements to Data Outputs

Analytics is an area of constant refinement and shifting opinions. While numbers themselves are concrete, our interpretations, evaluations, and meanings of them can change. Definitions and context are key to understanding and interpreting data. Why? Well, every site we track…
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Analytics Digital Marketing SEO

Forecasting Search Marketing Success with a Click Curve

Wouldn’t SEO be much easier if there was a way to predict just how much a change in a page’s SERP rankings would impact the amount of traffic that page gets? While the “opportunity score” formula isn’t new, we wanted…
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Analytics

The Lesser Used Metrics of Ecommerce

We all know the metric rockstars of eCommerce reporting – transactions, revenue, average order value, etc. This post isn’t about those metrics – they already get enough press. This is about the unsung, and too-often ignored, metrics of eCommerce. These are the details that are not as glamorous, but can …