google analytics

Top 4 Ways To Use The Helpful Reports in Google Analytics

While you can use the data from Google Analytics in myriad ways, the four most helpful reports for your content marketing cover traffic, navigation summary, traffic from organic search, and conversions.

Once you have grabbed the knowledge of what this data is and how to track it, you can mix and match insights to take advantage of opportunities with your web-based content, driving more traffic to your site and (more importantly) doing more with the traffic you have.

Google Analytics Report

Why this report is useful?

The traffic report also known as Pages report in Google Analytics, looks at the pages getting the most traffic on your website. By default, it displays metrics like time on site and bounce rate.

How to find in Google Analytics?

Go to Behavior -> Site Content -> All Pages
To expand the list of pages, you should first change the number of rows displayed by going to Show Rows at the bottom left of the screen.

You need to also make sure that the report encompasses an appropriate period. It’s better to look at search volume from the past quarter, six months, or year for this exercise.

How to act on this data
This list of pages is a gold mine. It shows so many people arrive on your website through these pages, keep a running list and review them regularly. Remember, just because a page gets a lot of traffic does not mean it’s an effective page. That’s the reason behind posting review the pages that get the most traffic to:
Ensure that the page puts your brand’s best foot forward. Is this page on message? Does your page has current information and the best calls to action?

Include your best links. It is expected that high-traffic pages bring a lot of visitors, make sure to include links to relevant, high-converting pages and posts.

See what visitors are doing. Are visitors spending time on the page? Are visitors exiting or gong to other pages on the site?

Navigation Summary
Why this report is useful - Though there are several ways to understand info about pages to see how visitors are behaving, my favorite report is the Navigation Summary, where you can see 1) how visitors get to a page and 2) which section they click once they are there.

How to find this data in Google Analytics

In the traffic report, click on any page. At the top, click option for Navigation Summary.
This page reveals how visitors are navigating to this page from within your website – and you can see where visitors are clicking. With the traffic report, you can adjust the number of rows displayed.
Google Analytics used to offer an In-Page Analytics report, which showed where visitors are clicking any page on your website, but that report didn’t show how visitors were getting to the page. You have the option to add feature to your browser with the Google Page Analytics extension for Chrome.

How to act on this data
Pay attention to two parts of this report:
The Previous Page Path is useful for knowing which page someone visited on your website right before they arrived on the page you’re analyzing. This page offers some context to understand how people get to this page, and it may offer clues as to what information people have – and what they still need.

The Next Page Path shows what people clicked on that page to continue on your site. This data may indicate what questions people still have. Additionally, you can see whether people are clicking to pages that convert well (more on that later).

Why this report is useful
Not only do you want to know which pages are getting traffic in general, but it’s also useful to understand which pages are popular in organic search.

Search traffic matters for a couple reasons:
If a page is getting a lot of traffic from search, be more sensitive when you make changes to that page. For instance, you would not want to rewrite the text because that could significantly affect how Google ranks that page.
It offers the opportunity to learn more – with some additional work – about the traffic on these pages.
How to find this data in Google Analytics
Go to Acquisition > All Traffic > Channels. You see a list of the channels driving traffic to your web pages.
Select Organic Search and then Landing Page (under Primary Dimension).
To find traffic on a specific page, such as a blog post, paste everything after your primary URL into the search box. You can see the effect of organic search traffic on that page by looking at the absolute number of sessions as well as a percentage of your search traffic.

How to act on this data

Consider two things about pages that get a lot of search traffic.
First, use caution when making changes. Understand that these pages likely rank well in Google. Be careful how much you change on this page, as you don’t want to negatively impact how it comes up in search.
Conversions

Why this report is useful

In most content marketing programs, conversions are a critical metric – they are actions you want visitors to take when they arrive on your website. Do you want them to sign up for an email? Download something? Attend an event?

How to find this data in Google Analytics

How you get this information varies and likely requires manual work. First, set up your goals. Once your goals are set, track them under Conversion > Goals > Overview. You can look at the goals in aggregate or by pages converting to specific goals.

How you can act on this data
While the raw number of conversions is useful, the number of conversions divided by the number of page views – the conversion percentage – is more useful.

The higher the conversion percentage, the more likely a visitor to that page converts. These are the pages (which Andy calls conversion champions) that you should share and promote.
Once you identify your conversion champions:
Optimize these pages so they have a higher likelihood to show up in search.
Push these pages on social.
Link to these pages from your high-traffic pages.
These are just four ways to use Google Analytics so you can take action.


5 Ways to Fix Your Stagnated Content

People get rid of content when it stops adding company
goals. They fix content when it’s broken by redirecting content or repurposing
it as new opportunities arise. But one thing that marketers overlook is that stagnant
content can re-perform.

Stagnated content is which has seen reduced
performance contribution toward its original intended purpose, and has
therefore slowed down, or stopped adding marketing value completely.

This piece
intends to enrich stagnating content performance reflecting its original
purpose. Content may stagnate in a matter of weeks, months, or years (years in
the case of key/evergreen/cornerstone content pieces) depending on:

  • The content type.
  • The robustness of the content when it went live.
  • The speed at which the contents perceived value deteriorates
    over time.

 Stagnated content can be identified by:

  • Reduced metric performance.
  • A slow declining reduction.
  • Lower value derived over time.

There are fundamental actions that you can take to redress content performance decline and natural stagnation over time, enabling you to revitalize your business-critical content.

Keeping Up With The Changing Audiences

When you create content over time it
becomes dated and disjointed. Initially, the key driving force for drops in
performance comes from changes in audience behavior, wants, needs, and
perceived value of the content compared to other alternatives.

Leading signals that tell you content is beginning to fall is:

  • Lower engagement rates.
  • Declining social shares.
  • Fewer page views.
  • Reduced time on page.
  • Decreased results – impressions, traffic, new users, goal completions etc.

Improving Technical Performance

From time to first byte (TTFB) and mobile
friendliness, to lazy loading images and fixing internal broken images or
links, there is a myriad of technical improvements that can be made
to improve content performance and accessibility to the audience.

Content speed is a ranking factor as much
as it is a site maintenance and usability issue.

When you make content all-device ready,
faster to access, and available spanning all relevant mediums, you expand its
reach and suitability for purpose.

It is not uncommon to see content
performance peaks derived by improving the speed of delivery and associated
technical updates in isolation.

Technical SEO has experienced a
dramatic resurgence in its strategic application and resource attention over
the past several years. In no small part, this is directly correlated to
technological changes such as:

  • Mobile first content prioritization.
  • New SERP features including accelerated mobile pages (AMP) re-results.
  • The broader gains attributed to technical activities implemented.

Increasing Content Understanding

Partially overlapping with technical
updates, content understanding can factor in structured data as a key focus
area, as well as on page content revisions.

You can even consider the external link
signals (for example anchor text used, and external site topical relevancy) as
part of the content understanding exercise.

For the purposes of this
post, structured data and the associated items (schema.org,
microdata, JSON, rich snippet targeting and more) should be your primary
concern.

Google QAPage code is a must for
longer page question and answers content. This single technical update can
refresh and flag the topical value of existing content to Google for inclusion
within the SERP rich results such as the pre-results and Google Answers.

Other examples of structured data update
you can make include:

  • Local business
  • Organization
  • Logo
  • Media
  • Recipe
  • Review
  • Social Profile
  • Event
  • More

Enriching Topical Completeness

Completeness of content coverage is a
subtle trend that has been growing in market value for some time, coming to the
scene over last 3 years.

Surprisingly, few companies are investing
the time, resources, or expertise required to fully maximize this opportunity
to impact stagnating content.

Some of the most impactful actions to take
to enrich the completeness of the content you are improving focus on:

  • Bringing the content up to date.
  • Adding new statistical reference points and sources.
  • Including genuine authorship to content topics.
  • Expanding/adding the depth of FAQs.
  • Covering all core intent areas tied to the content topic and purpose.
  • Focus on making the content better than the closest match or top performing/ranking content.
  • Turn individual content items into hubs of topical value or series on content pieces.
  • Provide alternative ways to digest the content (podcasts, videos, webinars, presentations, info-graphics, and images).

Trimming & Combining Competing Content

Why has one page on a topic when you can
have 20? Because those 20 pages are most likely fighting each other for
position, causing content confusion, and sending conflicting messages to users
and search engines.

Typically unnecessary content pages on the
same topic create problems understanding what the content is for, which content
is expected to rank well, and what you want people or bots to do with the
content compared to it alternatives.

There are of course logical ways to create
content clusters, align disparate content items into logical series, and bring
together competing signals, but at this time, the question to ask is:

Do all these items add value to the user?

If the answer to this question is no,
consider what elements of the content do add value and think about how you can
bring all of these shallower content articles valuable elements into
an integrated hero piece of content. Most likely the hero content will be
currently stagnating and ready for improvement.

Content stagnates all of the time and frequently gets removed, repurposed, or overlooked entirely.

Here are the five core tactics to deploy
and improve the stagnating content present on your website towards your
business goals:

  • Keeping up with changing
    audiences.
  • Improving technical
    performance.
  • Increasing content
    understanding.
  • Enriching topical completeness.
  • Pruning and combining competing
    content.

5 Social Media Networks Beyond Facebook and Twitter

With engaged user bases and proprietary first-party data, social
networks can be great traffic sources for marketers. Around 88% users use
Facebook to advertise and around 30% in Twitter. But there are other social
network platforms. Platforms such as Quora, Pinterest, Snapchat are used by
fewer than 10% of marketers despite being popular with users. In fact, Reddit
is the sixth most-visited global website, doesn’t break the top eight.

Advertisers don’t want to test other platforms when Facebook &
Twitter deliver enough scale. But testing ads on multiple platforms is
important to an efficient social media marketing strategy. Smaller, less
competitive social platforms might offer lower advertising costs, and depending
on your industry, more specialized platforms might allow you to target
particular audiences in the right mindset to engage with your ads. By trying
new platforms, you can find new audiences, explore new ad mediums, and maybe even
find some success.

Here are five additional social networks that you should try
advertising on, with advice on how to tackle them.

 Pinterest

Pinterest is ideal for B2C brands
with lifestyle products that can be clearly expressed in a picture. You can
sell the products using imagery. Last year, Pinterest reported 250 million
users and more than 175 billion pins. The platform also shared that Pinterest
users find Pinterest ads 1.4 times more relevant than ads they see on other
social media networks—which is reason enough to start advertising on the
platform.

Pinterest Ads

Pinterest offers Promoted Pins,
which are standard pins advertisers can promote in a user’s feed (the ads are
simple, with an image, short text, and an off-site link). These ads blend in
well and are not obtrusive to the Pinterest experience. When creating a Pinterest
ad, use a vertical image at least 600 pixels wide, and remember that people use
Pinterest to discover new ideas and projects. If you can create a
visually-appealing ad that provides a promise of improvement to the user’s
life, you’ll do well on Pinterest.

Snapchat

Snapchat is also a B2C platform for brands. If your B2C business has a younger demographic, you need to consider testing out Snapchat ads. Snapchat provides a great opportunity to connect with a younger audience (among those 18 to 24, 78% use Snapchat).

Snapchat Ads

Snapchat has multiple ad types, including their Sponsored Filters, which are branded filters people can overlay on their photos. Snapchat’s Story Ads live in the Discover tab amongst organic stories from celebrities and media sites. Here, you have just an image and 34 characters to entice people to click, which prompts them to watch at least three video Snaps you upload. Snapchat also offers Snap Ads, which are slightly-obtrusive ads that appear in between Snaps in someone’s Snap Story (these can be static or video).

LinkedIn

Advertising in LinkedIn is mostly of B2B. If B2B is your
audience then you should definitely be testing ads there. But B2C advertisers
can still get success at LinkedIn.  LinkedIn is an extensive platform to target
people with their professional credentials.

LinkedIn Ads

LinkedIn has three main ad units, all native: Sponsored
Content, Sponsored InMail, and Sponsored Job Results. The latter two will
appeal mainly to sales and hiring teams, respectively, while Sponsored Content
is used by marketers to reach people as they browse their LinkedIn
feeds. LinkedIn ads look exactly like organic posts, even showing who
of your contacts follows the sponsoring companies.

The ads themselves tend to promote content like an eBook or
blog article, although on desktop you’ll also see commercial-quality
auto-playing videos. Does this mean you shouldn’t try sending users to a
product page? Not at all, but keep in mind users are likely to be in an
analytical work mindset, versus a buying one, making LinkedIn more of a
top-of-funnel traffic source versus direct response.

Quora

Advertising on Qoura might seem
like a waste of time. But this Q&A platform has over 300 million unique
visitors each month. With its wide variety of topics, Quora applicable to
pretty much every marketer—all you have to do is find your audience and
set up your ads.

Quora Ads

Quora’s self-serve portal has
two major ad units: 1. Promoted Answers, where a specific answer gets promoted
in a user’s home feed (but not within the question itself), and 2. Image/text
ads that appear within answer results.

With Quora you can hyper-target your audience. Beyond
the pre-defined Topic and Interest Targeting options (there are literally
thousands), as well as their recently-released keyword targeting, you can
target specific questions. The interface even shows you the expected
weekly views of each question. A successful Quora campaign will involve upfront
research around relevant questions. Consider this missed opportunity: For
the question of “What are the best running shoes?” there’s not a single
footwear advertiser. It would not cost much for a brand like Adidas or New
Balance to pay to appear in the first result.


5 Ways to Improve Your Link-Building Strategy

According to a SEMrush study of
over 6, 00,000 keywords referring domains and backlinks are still the most
important ranking factors. This is why you should have a lucrative
link-building strategy. You need to clearly define the audience and create
valuable content for it. You should also recognize how publishing that content
on third-party sites is essential to link-building.

There are five ways to build
successful link-building strategy.

  1. Free Tools

There
are few things that can be more effective in your link-building strategy than
an app or tool to help your peers do something or learn how to do it better.
People tend to link in their content to the best tools they can find in their
industry.

For example, this can be useful
for link building. You likely would include links to these quality tools: CoSchedule’s headline
analyzer, Neil Patel’s Ubber Suggest, and SEMrush’s title generator.

Are there unique needs in your
industry? You need to aware about the valuable tools, calculators, and
quick-fix answers that could provide you for your audience members. If they
find them worthy, there are more chance that they likely to link to them in
their content.

  • External
    Reclamation and Broken Links

For link-building management, broken or missing links are an
ongoing problem. Broken links suggests inks intended to direct users to a
designated page that instead lead to another page, a non-existent page, or a
404 error response. In case of search-engine rankings, these broken links can
be problematic but are easily corrected through communication. Reach out to the
linking website owners or webmasters and ask them to repair the broken links.
They are more likely to fix them as they want their site visitors to see them
as reliable sources.

Link reclamation includes websites
that mention you, your content, and your products/services without linking to
your site. Your request for a link may be met with more resistance than a
request to fix a broken link. You may not receive a response from the website
manager or your request may be declined based on the site’s linking policy.
However, you need to make the request and consider it as a victory if you get a
link.

  • Internal
    Links

Also, internal broken links can prove to be a source that
creates problems in overall search-engine ranking. Google Search Console is the
best tool to analyze the viability of your internal links. You should incorporate internal links on your pages. If you have published a new
article that has information relevant to already published pages then you
should link to that earlier content.

  • Competitor’s
    Link

If you’re finding inspiration for your new content, then go
to your competitors’ links. You should search for relevant articles
and ideas that have significant traffic. It’s ideal to write an original piece
and include those highly valuable backlinks as citations.

Make your work easier with tools such as Ahrefs, which allows you
to research your competitors more efficiently.

  • Link
    Intersect

Aherfs tool has made the “link intersection” tool popular. This allows you to find out which sites link to your competition but not you. Based on this information, build relationships with those websites and create content that is more likely to be valued (and linked) by them.

For any website-oriented marketing strategy link-building is
an important part. As an experienced content marketer, you already know that that
a strong foundation requires creating quality content that your audience finds
valuable. But digging deeper into the links the link themselves, your
competitors, and other factors will enable you to develop your link-building
strategy fully.


5 Steps to Calculate Your Influencer Marketing ROI

According to Relatable’s 2019 State of Influencer Marketing Report, almost 80% brands say that they dedicated budget this year to influencer marketing. By 2020, an estimated $8 billion is expected to be spent on Instagram influencer marketing alone.

These show that growth in influencer marketing, but don’t tell if it’s being done well or not. Tracking campaign performance is the best way to measure the success of your influencer marketing program.

This is step-by-step analysis to track your influencer marketing campaign ROI.

Step 1: Set Campaign Goals To Track ROI Accurately

The first and most important step in any influencer marketing program is to set clear goals and objectives. Determining your goals lets you determine what kind of influencers to work with, types of content, distribution platforms etc.  

Some common influencer marketing goals for marketers include:

  • Increase brand awareness
  • Reach new/target audiences
  • Improve brand advocacy
  • Increase sales
  • Manage brand reputation

However, these are broad goals. To run a successful influencer program, dive deeper and set goals at a more granular level. This will make it easier to track your campaign ROI.

Step 2: Define Metrics to Measure Campaign Performance

With campaign goals set, you need to identify the metrics to measure them. The goals need to be well-defined and clear. These are:

  • Be Specific: If your goal is to increase revenue, define by how much in money or percent growth.
  • Set a Timeline: You could track the increase in traffic within two weeks of launch.
  • Be Achievable: Your influencer program is bound to fall if your criterion for determining success is not clear.

You can’t dependent on single metric to understand whether you’ve achieved the goal. Consider your campaign goal is brand awareness. Your performance metrics can be varied and could include number of impressions, brand mentions, clicks, follower growth, increase in brand engagement, etc.

Step 3: Develop Goals and Performance Metrics for Individual Influencers

It’s important for you to understand which influencers are contributing and which are falling behind your expectations so that you can understand what works and cut resources spent on underperformers. Individual influencer goals must align with your campaign goals. For instance, let’s say your main campaign goal is to generate certain revenue within a certain time frame. An individual influencer goal would detail the minimum amount the person would generate within that time frame.

Individual influencer metrics include:

  • Total impressions
  • Number of clicks to landing page/website
  • Average engagement rate
  • Conversions to customers
  • Amount of user generated content created
  • Revenue

With this data, you can assess the performance or impact of each influencer and make informed decisions on how to use them (or not) going forward.

Step 4: Choose The Influencer Tracking Platform

Rather than tracking manually your campaign ROI, you should look for influencer marketing platforms for help. These platforms will make it easier for you to accurately track your campaign performance and the performance of your influencers. Some influencer marketing platforms are:

  • NeoReach
  • TapInfluence
  • Grin

Step 5: Measure The Influencers

Most brands usually measure the performance of the overall campaign but that usually not enough. Pick an initial group of influencers to start the campaign. First, pick an initial group of influencers to begin the campaign. Track each influencer’s performance at the start. Document the engagement rates for each influencer’s post and compare them to the collective group of influencers.

You can do that by two ways Unique URLS, Unique Discount Codes.

Running a successful influencer program requires proper planning and execution. It also requires a detailed measurement strategy. Using this step-by-step guide, you can assess your influencer program with ease and improve the ROI from your influencer collaborations.

What are you waiting for?


6 Actions You Must Take After SEO Audit

Are you planning to improve the organic search visibility of your website? An SEO audit is the answer to do it. An SEO audit can produce valuable insights. It reveals your SEO strategy and tactics. The best audits are done in-depth and focused on aspects across the key areas of SEO:

  • Technical
  • Off-Page
  • On-Page

They use keyword or goal-oriented focuses to compare against. This allows a deeper analysis of keyword performance and competitor comparison. You’re doing SEO because of return on investment or to get high-ranking, traffic and conversion goal improvements.  This makes SEO audit an important part.

Here are some specific next steps that you should take after the audit is completed to build momentum and ensure your time and invested isn’t wasted.

  1. Develop a List Insights

A detailed audit report includes:

  • The list of SEO items audited.
  • The status is of those items weighed against best practices, audience, and competitive filters.
  • Recommendations of aspects to correct or improve.

These are often knitted throughout the report and sometimes are summarized in an executive summary or conclusion section.

For automated audits, this section of findings might be lacking clarity or depth.

The first step after the SEO audit is to get to the short or possibly long list of specific insights and things that need action.

  1. Prioritize Based on Level of Impact

Using the list that was included in the audit report, or the insights you’ve gathered, it’s time to begin the planning phase.

If you have the option to go back to the person or team (internally or externally) who conducted the audit or do a post-audit meeting, this is the time to learn and understand the expected level of impact of each of the items on the insights list.

Not all corrective actions will have the same degree of impact. While SEO professionals are required to avoid promises due to the uncertain nature of the industry, there should be a scale and objective way to prioritize the list based on how big issues are.

Setting expectations of what the impact could be, even when they are based on benchmarks and where you want to be will be helpful later for measurement of actual impact.

  1. Determine Necessary Resources

With a prioritized list of action items based on the level of impact, you can now determine the necessary time, budget, and resources needed to tackle each item.

Few updates can be made within minutes by a single person with little training. Others might require the assistance of other departments, individuals, or outside vendors.

Something like the use of a sophisticated canonical tag strategy require a good technical SEO mind plus the skills of a web developer. Such resources may cost some money and have to be slotted into schedules.

The moment you know how long it will take to implement each item, what it will cost in time and resources, coupled with the level of impact from the previous step, you can filter the list and re-prioritize.

  1. Develop a Timeline

Now you have an outline of the work and needs in front of you. This is not the time to take your foot off the gas. Pushing forward on the SEO plan can be daunting due to time, resource, and budget constraints. However, SEO is a long-term commitment that is fueled by short-term activities and tactical execution.

At this point, you should be able to see what the all-in investment is for implementing all of the items on the list.

Based on budgeting, pacing, and the ability to work, it should be possible to know how much time overall it will take to work through everything.

With this, you can develop a timeline with specific milestones, goals, and reporting cycles to measure the impact of the effort.

  1. Create an Action Plan

Putting the plan in motion, you’ll need to find the right systems to ensure that:

  • Collaboration is easy.
  • Tasks are scheduled and assigned.
  • Accountability is attached.

Whether it’s a workflow program, SEO tool, or project management suite, treating this as a real project or campaign following the audit is one of the best things you can do to give it a fair shot.

Heaping a big stack of tasks or assignments on an individual, team, or group of roles with no expectation or accountability is a big risk for failure.

It’s important to set the tone with a plan and an expectation of it being organized and completed on budget and on time.

Not all stakeholders and roles will understand the potential impact of improving SEO if they only have a small role in certain pieces.

Without some education and a clear assignment with a due date that tucks into the plan, it might go into an IT queue with low priority and never get done.

  1. Achieve Success

It’s not easy to know what SEO success looks like and that this effort was worthwhile.

You can measure performance by tying back into the goals and expectations you set in the first post-audit step of assessing the best estimate possible of the level of impact of the action items identified.

You can identify the project schedule and see where average position, impressions, traffic, and conversions changed during the project or campaign, using baseline or benchmark data,

If you’ve a dedicated plan and concerted effort then you should be able to track specific improvements.

You also need to be sure of using the annotation feature in Google Analytics and have regular reporting cycles monthly or weekly depending on how long your timeline is for implementing the plan. This is really a great way to track improvement over time and understand the actual impact versus the estimated level of impact and to make any agile revisions to the plan or to keep going with the original schedule.

The process of SEO audit can be overwhelming. Depending on the type of audit, and how much support and education you receive at the end of the process, it can be challenging to use the audit as a powerful tool to improve the optimization of a website. Through working from insights to fully-actionable and measurable plan, you can achieve success and find ROI not just for the audit investment itself, but in leveraging SEO as a valuable digital marketing channel.


3 Ways Quality Data Can Help You Achieve Success in SEM

Quality vs. quantity. This is most important in the world of search engine marketing. People use data to measure performance, set goals, and drive the decision-making for paid search programs. Data is everything. It helps to:

  • Measure value.
  • Allow to define strategies and boost performance.
  • Be the driving force behind work.

But data isn’t the only key to higher value and better performance. The operative piece is actually quality data. No decision is more important than defining and executing on a bidding strategy.

Without good data, it doesn’t matter how sophisticated the algorithms or optimization techniques you apply to your program. Your performance will lag behind of its peak potential. The lack of data set poses a significant challenge for most SEM programs. Solutions come with capturing and leveraging the right data can have a meaningful impact on the success of an SEM program.

The fewer ways are:

  1. Higher Revenue & ROI

Data has the ability to increase the business performance. By measuring, tracking, and analyzing data on past performance, you can make smarter decisions. These deliver improved results.

Certain core categories of data can be directly applied to increase SEM ROI.

Search teams can empower smarter and more profitable bidding decisions by tying:

  • Analytics data from web and mobile tracking solutions.
  • Offline data from call centers or CRM platforms.
  • Inventory or capacity systems that track real-time supply constraints.
  • Contextual data back to SEM data.

Without leveraging data, large SEM programs can’t achieve peak performance. A unified data set will also offer insights into how deep your prospects are in the funnel. Also, it can show the valuable milestones of the customer journey. Achieving peak performance is hard. But the foundation to get there requires investing in a platform that does two things:

  • It collects the right quality data.
  • It then allows you to apply that data to sophisticated algorithms to automate bidding optimization at scale.
  1. Historical Context For Better Decision Making

Minimize the all-too-common and expensive “bidding learning period”. The quality of data you feed into the new platform is of utmost importance. If you don’t integrate historical data, your team may struggle to see patterns that drive profitable strategic decisions.

When it comes to SEM, almost every business experiences seasonality. Promotional events, holiday periods, or monthly trends.

Ideally, your future promotions and seasonal strategy learned from past successes and failures. Likewise, your bidding strategy should leverage data from past seasonal periods to guide future bids.

Strong historical data is capable of providing the right context required for the best results. But you’ll need the right platform.

Paid search professionals are often forced to write off their bidding platform to control the bids themselves. Real trust derives from good data put to use.

  1. Differentiate From Competition

Quality data powers advanced techniques and capabilities in your bidding solution. These types of feature enable advertisers to achieve best performance and beat competition.

Take forecasting and scenario modeling. While predicting the future isn’t new to the industry, it’s far more accurate when fueled by reliable and comprehensive data.

Proper data science methodologies should be used to model this data. Thus, it is possible to discover higher performance and drive the greatest value from customer audience data. That’s a key requirement to achieving peak performance.


What It Means To Have Better Links?

It’s better not to have a web page support and reaffirm the top ranked site. It’s ideal to have one’s own clique of relevant links to challenge the top ranked sites.

There’s nothing wrong in picking up low-performing links that your competitor already has. But do it during the course of building your own set of links that you consider are superior. If during the course of your strategy you pick up some shared links then that is alright.

Build Better Link Cliques

The search engine result pages are composed of sites with their own backlink cliques. By analyzing search engine result pages (SERPs) and backlinks, it has been found that you can bypass existing cliques and build your own relevant set of links. The backlink of high ranking competitors do not necessary represent the best.

Don’t Join, Build

It’s better to build your own network of relevant sites outside of established networks instead of joining existing link cliques and linking out to and becoming a part of someone else’s link neighborhood.  Sometimes, existing competitor backlinks are not that great. Cultivate a link graph of relevance. This is why a page with only a few hundred inbound links can rank as well as or better than a site with thousands of inbound links. At a certain point, it’s not the amount of links that decides, there are other factors that play a part. These are like on-page. Instead of checking the backlinks of the top ten, if you have to check backlinks, check the backlinks of the major sites that are advertising on the top ten. You should verify the backlinks of non-competitors whose customers overlap with your customers.

Are You a Leader or Follower?

The role of a leader is to find better ways of doing things. So if you want to be leader that means rising above what competitors are doing and figuring out ways to bring something new and better into the conversation including links.

Don’t plan your link strategy like a follower what competitors are doing. Look for alternate routes. This is how you’ll discover great ways to obtain links which will put you at top. It’s no longer necessary about who has most number of links. But having the most relevant links is helpful. Content and relevant links are important ways. This is the reality.


10 Awesome Sources to Get Free Data for Digital Marketers

Who doesn’t like free things? The web provides data practically free. These 20 sources offer free data that are widely considered as reputable.

  1. Google Data Set Search

This helps you to search available datasets that have been marked up properly according to the schema.org standard. While this could be seen as a one-stop shop for datasets which includes data from NASA and ProPublica, there are many niche datasets that may be ideal for certain purposes.

You’ve shown results and each one is clickable to tell you:

  • The name of the dataset
  • When it was last updated
  • A description
  1. Google Trends

With this tool, you can get information against keywords. You can get information on interest over time, interest by region, related topics, and related queries. You can also select options including which country (or worldwide) you want to see, narrow it down to categories, or confine your search to all of the web, images, news, shopping, or YouTube.

  1. The World Factbook

It contains information about 267 world entities. This is a treasure trove of data that is updated weekly with information about the world. You can select a country to view and then click on whatever topic you prefer. The site is also searchable.

  1. Altmetric

Though Altmetric offers some paid plans but they have a very useful set of top 100 most mentioned articles that have been published in a year.

  1. Open Corporates

It is the largest database of companies in the world. It gives you the access to information over 100 million organizations. You can search by companies or officers and limit your jurisdiction if you need to.

  1. National Center for Environmental Information

NCEI covers geophysical, atmospheric, and oceanic data. They are currently the world’s largest provider of climate and weather information.

  1. Data Sets SubReddit

Though you have to sign up but it’s free. You can search for datasets and find people giving information and requesting it. Reddit, in general, is also a great place to look for information and see what’s trending.

  1. Pew Internet

If you’re in search of sociological data, then Pew Internet is a great source.

There are some interesting articles that you can find by browsing around too. You do need to sign up to view and download datasets but it’s free.

  1. Group Lens

This has several available datasets that are useful for more niche projects. Some datasets are over a decade old. You can get a lot of information on books and films here.

  1. GitHub’s Buzzfeed News

This one gives you data from Buzzfeed. If you want information on a particular topic from 2016 to 2018, this one’s for you.