[24 Oct 2011 | 2 Comments | 823 views]
“#1 Ain’t What it Used To Be” or “Diversify Your Approach to the Search Experience”

I’ve written previously about the need to re-evaluate search marketing by attending to how users encounter your BRAND through search as opposed to the dated approach of focusing on where your URL appears. This week a study emerged from a the search marketing agency Slingshot, showing that the click-through-rates (CTRs) on search result pages (SERPs) are diversifying dramatically such that only 52% of Google users and 26% of Bing users are clicking on anything on page 1. People use search in multi-faceted ways so we have to stop believing in the old alchemy of the number 1 slot and where our URL ranks. It’s the total experience of the brand that matters and those who make this transition quickest stand to gain the most from their search marketing efforts.

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Strategy »

[2 Aug 2010 | No Comment | ]

One of my favorite thinkers concerning things web-related is Avinash Kaushik. His most recent blog post contains the text of a speech he gave to a gathering of Canadian marketing executives. The point of it is that we fail to take advantage of the promise of Internet marketing because most of us find “shout” marketing and interruption advertising to be more comfortable. It is brilliant. It is controversial. It challenges us all. I just really like it. Take the time to read it here. Send your comments.

Analytics »

[24 Oct 2009 | No Comment | ]

Google Analytics continues to become an even more powerful tool with some recent additions that are outlined in this article on the Google Analytics blog. In the past we have only been able to set specific urls as goals which works well for ecommerce sites.  However, what if you have a shopping or booking engine [...]

Analytics, Social Media »

[16 Oct 2009 | No Comment | ]

Much is discussed about how to track the ROI of social media marketing efforts and it seems that in the space of time it will take me to type this that 3 new Twitter software tools will launch that claim to do this. However, most of us have some tools are our disposal right now that do a darn good job of getting us very detailed information if we are prepared to take an extra step or two. By combining tracking urls like those generated by Google analytics with a URL shortener like bit.ly you can not only get information on the clikc activity of your inbound links from social media posts but you can filter your analytics to create reports on what the traffic is doing once they enter your site.

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