Archive for the ‘Search Engine Optimization’ Category
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.
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. (more…)
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.
All too often landing pages are overlooked as important variables in the search engine marketing equation. Many marketers and advertisers alike assume that their job is finished after searchers begin to click their links and/or ads. WRONG! If you learn one thing from reading this blog today it is going to be this:
YOUR LANDING PAGES ARE THE MOST IMPORTANT PIECES OF THE SEARCH ENGINE MARKETING PUZZLE.
Think about it…
It was a long week.
I am of course referring to Google’s encryption of organic search keywords that led to a spike in (not provided) data and an algorithm overhaul that drove business pundits wild.
“No, these are not related to spam like Panda and Penguin.”
“No, there do not seem to be new penalties to fear.”
“No, SEO is not dead.” It’s just evolving.
These updates change things in SEO, but it was not the changes themselves that made it was rough week. It was difficult because SEOs had to contact each client or report to their superiors to try to explain why the relative clarity that had once been enjoyed in online marketing was losing focus. It is now harder to satisfy the needs of our (potential) customers. Who likes making that phone call?
“No, I am not excited about it, either.”
“No, a different reporting suite won’t change anything.”
“No, I’m not crying.” It’s just allergies.
The truth is that this day has been coming for nearly two years and limited SEO data from the search engines is something we have been thinking about for some time.
That doesn’t make the phone call any easier.
How to Explain (not provided) to a Client
The Facts. Google introduced secure search in mid October 2011 that did not pass query data in the referral string. The update was said to affect a single digit percentage of search traffic. Within 6 months, +50 percent of (LunaMetrics’) search traffic had no query data, displayed in Google Analytics as (not provided). Now Google secures all search, leading to a (not provided) percentage of 96 percent (at LunaMetrics) and climbing.
If you’re working with PDF-heavy websites and haven’t had the opportunity to set up server-side PDF tracking with Google Analytics, you’re likely missing out on a great deal of organic traffic data. Sure, you can use event tracking to keep record of internal clicks to PDFs and other downloadable resources, but you aren’t able to capture keyword data (or any other data, for that matter) for “direct” organic visits. While the server-side tracking option is optimal—in that you can track the associated visit—there is, in fact, another way to recover more precise keyword data for clicks (which are different from visits) to PDFs from organic search.
Google AdWords Paid & Organic Report
What exactly does it mean to pass page rank?
I always find it easier to understand a topic by drawing correlations with unrelated industries. It fosters creative thinking and generates solutions which could not have been drawn any other way. Recently I saw a theoretical correlation between how Google determines link value and how corporations split stock. I used this process to get a better understanding of PageRank and the importance of rel=”nofollow”. This article takes you through that thought process. (more…)
Want to see how PPC & SEO work together to achieve your campaign goals? Curious if paid search is cannibalizing organic search traffic? Well lucky for you understanding the dynamics of how paid and organic search listings work together got a little easier recently thanks to an improvement to the Google AdWords UI. Paid & Organic reporting.
Advertisers can now link Google Webmaster Tools to Google AdWords which provides additional insight into the relationship between paid and organic search campaigns. This fantastic new report is aptly named ”Paid & Organic”.
Using the Paid & Organic report helps prevent cannibalization and wasted AdWords budget by identifying SEO & PPC overlap. The report effectively shows you any instances where a potential customer might have seen your paid search results, your organic search results, or…
wait for it…
BOTH paid and organic search results together on the same results page. (more…)