When some business owners think of analytics, they cringe. They think of analytics as the tools that penalize their websites if the content is not good or if keywords don’t generate traffic. Thus, business owners associate analytics with lack of clients and revenue. However, analytics do not deserve this negative reputation. Business owners can glean many positive opportunities from analytics. With the onset of 2017 comes more technological change, an increase in existing opportunities, and brand new opportunities. How Analytics Work Every analytics tool is different, but many have some of the same features. Google Analytics is a popular choice. Google Analytics is made up of three parts – JavaScript coding, a data collection service, and a processing engine. The JavaScript code goes on each pag…Read entire entry »

One might think that a quick review of your top Organic Search landing pages will show you your most important site pages . Well, they are — sort of. For the time being, they are your most important Organic traffic driving pages A better question to ask youerself is, are they your richest pages? Do they provide you with your greatest traffic and conversion potential? Simply looking at your best performers to date is very much a “bump-along” approach to understanding Organic performance. With a little help from Google Search Console and SEMRush we can quickly assess the pages of our site that we need to nurture as they will be the ones that take us to the next step. A quick walk through analytics tells me that these are my most important pages: …Read entire entry »

There are those times in digital marketing when an analytical review, which shows traffic and conversion spikes, brings bliss that cannot be rivaled by many other means. Working in such a competitive space often makes the wins we find that much better. However, what hurts most of all is when we find that data reporting inefficiencies have painted a picture in our digital data that isn’t quite true. So, many times I have to review an analytics profile with a fine tooth comb because I understand that previous issues with how site traffic and conversions were reported inaccurately in the past can make a quick view show vast improvement that isn’t necessarily true. I’ve found six areas that can wreak havoc on your understanding of digital success. Understanding how to ensure you are looking at the real picture…Read entire entry »

The approach of considering all referring channels in a digital marketing effort is always key to being a successful online marketer. Even if the brunt of your efforts lie heavy in one specific medium, such as Organic Search(SEO), it is always best practice to review, report and monitor all referring channels. To truly understand your website audience and take advantage of opportunities, understand issues and ultimately use this insight to make informed decisions and make these separate site pathways work together. Within your analytics platform(Preferably Google Analytics and the basis of this post), you have the ability to create custom channels(Channel Grouping) as well as creating mediums based on defined referring sources(Filters). For many, the default channel groupings will suffice(Direct, Organic Search, Social, Email, Other Advertising, Display, Paid Search, Affiliates and Referring Site). Now, all you have to do is pay attention to each. To keep it simple, start out by kee…Read entire entry »

Mobile changes everything! We are in a Mobile First World, and the shift to mobile has happened. Google wants us to know that brands have more moments to connect with consumers than ever before, and to be smart about which moments are the right moments to connect. We want to connect with people during all of the I Want to Know, I Want to Go, I Want to Do, I Want to Buy moments and Google is calling these moments Micro Moments. These are the moments that represent a great opportunity for us to connect with our consumers. To do this, a brand must understand the user intent and context of the searches they are doing. We are very excited to hear about the new things that Google will be rolling out over the next year; these are great opportunities for us to have additional tools that will help our team help our c…Read entire entry »

Analytical segmentation can be a helpful tool when marketing to customers. It would be impossible for a site to tailor itself to the entire population; segmentation helps by dividing site users into meaningful groups with similar characteristics. Thus, a company can tailor its marketing strategy to appeal to a few or several target markets. Site owners have access to a variety of marketing tools that can help them analyze their users. Once they decide on a tool, they can collect and integrate data from various sources and put it together to be analyzed. But the results of the segmentation are where the real magic happens. Site owners can effectively implement marketing strategies…Read entire entry »

Collected Data is Less Than Half the Story There are a multitude of recent success stories surrounding big data. Google has not only used big data for itself, but has also developed tools to help other businesses utilize the continually growing amount of data. For example, Netflix recently used big data to launch House of Cards which, according to a New York Times article, the streaming service knew “would be a hit before anyone shouted ‘action.’” When hearing about real-life success stories like Netflix’s, it can be easy to get starry-eyed…Read entire entry »

Does it seem like Google makes drastic changes to its algorithms every time you start to see solid results from your search engine optimization (SEO) strategy? You’re not alone! SEO is a fast-changing art and science. The kind of business you run affects your SEO strategy, but so does the way Google processes information and produces its search engine results pages (SERPs). The company – like Bing, Yahoo, and other search engines – is constantly tweaking things. So how can you keep up? One way, of course, is to hire SEO experts like the team here at Vizion to do it for you. But if you’re not ready to do that just yet, or you enjoy doing it yourself, here’s a list of five SEO tools we use to stay ahead of the curve for our clients. Google Webmaster YouTube Channel Moz’s Google Algorithm Change History Mike Blumenthal’s Local SEO blog Google Analytics Google’s Search Console (aka Google Webmaster Tools) …Read entire entry »

Many enterprises rely on Google Analytics to track customers wherever they are. The results allow businesses to optimize their websites and pages, pinpoint opportunities for improvement, and understand where their channels are the most successful. This is an easy way to attribute conversions and online transactions to a specific source or medium, whether it’s an ad campaign, organic search, or any other entry point that led to a consumer’s purchasing decision. Getting started and sorting through the vast amounts of information Google Analytics uncovers, though, can be difficult. Here are three easy-to-use features that will give you everything you need to track the effectiveness of your digital efforts without suffering from data overload.   Channel Reports Analysts rely on Channel Reports to determine the effectiveness of referrals, search engine ranks, and ads based on the medium or channels that brought them to the site. Defaul…Read entire entry »

One of the most important points of knowledge in an organic search campaign is understanding where the search engine optimization (SEO) value lies within your site. Without a deep dive into the individual areas of a site on a regular basis, a search marketer is left blind in understanding where exactly success is working and where opportunity lies.   The Whole is Greater than the Sum of Its Parts . . . Sort of Aristotle wasn’t an SEO, but he was partially correct in his famous saying. Yes, the whole is what creates your domain authority and, together, all parts will create a much more authoritative site. However, if you want to find which content is really performing on your site, you are going to have to use tools and manually review to get to the bottom of true SEO content analysis. SEO has come a long way in the past decade. You can no longer simply report on keywords and total referrals. Now it is important to know what content works for SEO…Read entire entry »