Back in December 2012, I wrote a blog post that covered my 2013 New Year’s Resolutions for PPC. And with the year nearly come and gone, I figured I could take stock of what I committed myself to – and it was a mixed bag. There are definitely a few items I can confidently check off my list, but with others I’m sad to say, I know I could do better. So I set out to grade myself.
One of the notable limitations of Google Analytics (GA) is that it does not provide data on non-html pages out-of-the-box. Thus, if your website has PDF files, Word docs, .wmv files, or other downloads, you’ll face a black hole of data.
But there are ways around that.
Recently, we started a project with a client that had a substantial portion of PDFs on their site. We went through our checklist for SEO for PDFs and determined the following:
- The PDFs were worth keeping in PDF format
- The PDFs needed SEO’d, including needing internal links to other pages on their site
- We lacked data on PDF usage to help our client determine what users were interested in
To the last point, because so many types of content (reports, magazine articles, studies, etc…) were in PDF form, the client really struggled to understand what content performed the best, making content strategizing extremely difficult. So we had to implement workarounds to obtain as much data as possible.
We’ve written about many applicable workarounds in the past, but today I want to get them together in one place for you for easy reference if you want data on your downloadables. So, using our PDF-focused project as an example, below are 5 ways to get data on non-html files.
We love SEO audits at LunaMetrics. Love them.
Audits are our chance to play the bold TV drama diagnostician who always finds the cure against all odds and saves the day for an endearing patient. Except our patients are websites and the remedies are measured in visits or online sales or donations. Different, but brilliant diagnosing nonetheless.
All of that excitement and passion is not without downsides. Audits are really difficult. Like a doctor meeting a patient for the first time, SEO analysts must start from scratch, gather what limited information is available, and quickly treat pain points — and clients expect immediate results.
This article outlines how to start an SEO audit in a way that positions the project and its SEO for success. Most of this process can be tailored to the client, but one piece is essential:
Rule: SEO AUDITS START WITH A MEETING
Like our favorite TV doctor, we need to meet the patient. This does not require a face-to-face appointment, but it does require some time to talk. Set aside 60 minutes, take out your notepad and prepare to interview the client. It’s time to diagnose a website.
Alas, the holidays are upon us. ’Tis time to make merry, revel in cheer and spread joy across all the digital lands of yore. Let us reminisce of the improvements we’ve made to our pay-per-click accounts throughout the year and exalt the future optimizations that the new year will bring.
Now I have the cheesy Dickens-esque intro out of the way…
I’ve been a really, really, reeeaaalllyy good PPC analyst this year. So, I surely must have made the big guy’s “Nice” list. What better time to take a moment to compile my Google AdWords wishlist and e-mail it off to Santa [Clara]? What I really want this year is to spread the joy of PPC to the needy SEMs in the world.
The AdWords wishlist that I’m sending to Google Claus would simply ask for a short list of “improvements” I’d like to see from the Google AdWords platforms in the months ahead. Without further adieu…
Just over a year ago, I created a monster. You might have seen it lurking around a newsfeed or social network near you – it’s our Ultimate Complete Social Media Sizing Cheat Sheet. I found myself constantly using ‘Inspect Element’ when creating images for social sharing or profiles, and the thought struck me that it might be useful to have all of those dimensions in one place. The rest of the cheat sheet’s origin story might surprise you. I’ll explain a little more about it’s exigency along with three lessons that I learned from the final product. Read More…
Image courtesy of Ovation Images, a Pittsburgh Wedding Photographer who uses Google Analytics.
According to the U.S. Census about 3/4 of all businesses in the country have no payroll. Most of those are self-employed people operating unincorporated businesses. 61% of the firms that DO have payroll have 4 or fewer employees. 79% have 9 employees or fewer.
When you operate a small business with only a handful of employees, everyone is busy (hopefully). As the owner you end up wearing a million hats, and one of them usually is your marketing strategy, or lack thereof. But the vast majority of the time, your experience is in the product or service you are selling, and that is probably not websites, and almost certainly isn’t Google Analytics. You simply don’t have the time to spend on your digital analytics, much less the knowledge of what to do, and you just don’t make enough money to hire a company like LunaMetrics to help you out. You’re stuck. Read More…
Ah…the holidays. Countless hours of precious time spent with family, friends and if you manage a retail account – Google AdWords. Knowing what I know now, however, there’s lots of prep work that I’d recommend implementing up front to streamline budgeting and flipping creative so that you can spend more time managing and making decisions to result in a profitable holiday season.
I’ll outline four strategies and tips to keep in mind as you finalize plans around Black Friday, Cyber Monday and the entire month of December. Here’s the goal for your sanity during holiday PPC management:
Not this: Rather, this:
The conversation about mobile websites has been an active one over the last several years with no shortage of opinion or recommendation. This is particularly true in the nonprofit community where so much time is devoted to what needs to be done with far less spent on why or if.
This study intends to shed light on why organizations are investing in mobile websites and if your organization should consider one, too.