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What Should You Do With Old Content? Part 2 of 3

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PART ONEPART TWOPART THREE

Options for Dealing with Old Content

This post is part of series on how to handle old and outdated content. Part 1 focused on your internal resources and the reasons you may want to update old content. Part 2 focuses on the 6 types of potential options you have for how to update old content, and Part 3 will help you make the right decisions.

As you identify problem pages, whether they’re outdated, incorrect, or no longer relevant, you can also start thinking about the best way to fix these pages. Read More…

Best Practices to Avoid Dark Social

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The rise in unattributed, or ‘direct’, traffic is a growing problem in the web analytics world and social media may be a big part of the problem.

Dark social was a term first used by The Atlantic to describe social visits to their site that were misattributed. Even though these users theoretically came from social media platforms, they were grouped in with ‘direct’ traffic.

When a link is opened from inside a mobile app or from some web applications, it can be difficult to determine how the user got to the site. The main social media giants Facebook and Twitter have taken some steps to help this problem, but social traffic is a long way from being 100% accurate. Read More…

What Should You Do With Old Content? Part 1 of 3

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PART ONEPART TWOPART THREE
Answer: It depends. But don’t ignore it. 

Don’t ignore your old and potentially outdated content. You don’t yet know if it could be a huge burden or a huge opportunity for your site. Your old pages might also be where the majority of your audience lands; in October 2014, for example, about 2/3rds of traffic to our blog was to articles published prior to 2014.

Many folks take the “set it and forget it” approach to content (and to blogs in particular), spending a ton of time creating it, yet never revisiting it. This is a shame – there are potentially huge returns to investing time in revisiting-and-revising the old stuff. (I can personally attest to said returns, as we’ve seen plenty of success addressing old content for our clients). So do something.

You should carefully consider several options to handling old content. In this series, I’ll lay out those options and suggest a framework for choosing the most appropriate method for dealing with it. Part 1 begins with considerations.

Read More…

Search Lessons From Google’s Eric Schmidt

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Eric Schmidt, executive chairman (and longtime CEO) of Google knows a thing or two about managing a growing business in the 21st century. He also knows a little bit about search.

In promotion of his new book How Google Worksco-written by Jonathan Rosenberg, he released a terrific little slidedeck summarizing the company’s approach to work (Full slidedeck at bottom of post).

Though the book and the slideshow are primarily aimed at the Management audience, these lessons are very relevant to those of us in the search world as well. Read More…

Extracting Schema & Metadata With Google Tag Manager

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If you’re evaluating the performance of your site content, it can help tremendously to segment that content into a variety of cohorts. Unfortunately, many website owners have trouble getting enough information about their content into Google Analytics to help them with their analysis.

Some information may already be available on your website, like information about your page or extra information that gives context to the page.

Ultimately we want to bring these additional dimensions about your content into Google Analytics to help with your analysis. One way to do this is by leveraging Schema and Google Tag Manager.

What’s Schema

If you’re still unaware of Schema, it’s a way of marking up your content so that it is recognized by Google and other search providers. This helps search engines to better understand your content, and hopefully deliver it in a more relevant way to people searching on their systems.

Ultimately, it’s about driving more organic visitors to your website. Read More…

Easy Upload for Google Tag Manager’s Lookup Table Version 2

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In October 2014, the Google Tag Manager team announced a new version of their popular tool, complete with easier workflows, a brighter design, and many other wonderful features. Most things work in a familiar fashion, with a few name changes.

Macros are now called Variables, and the Lookup Table Variable works exactly as we would expect it to. Sadly, there is still no support for CSV upload, so there still exists a need for a tool that people can use to quickly copy and paste from Excel or Google Drive.

I created a clunky workaround for Version 1, and at the request of many, I’ve now created an updated version that works with the new interface. As the GTM team continues to improve the design and functionality of Version 2, this tool could possibly stop working, and could hopefully become unnecessary.

Read More…

4 AdWords Geo-Targeting Tactics to Optimize Across Multiple Locations

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Tell me if this scenario sounds familiar. You want to build Google AdWords campaigns focused on your core audience and their associated geographic location. ROAS is of high importance and you want to focus on conversion optimization as a result.

You also know that Google AdWords plays a large role in generating demand for your products, so brand awareness and overall ad reach are both important to you as well.

Expectations are high. You’re feeling overwhelmed. You’re not sure where to start.

Relax. Take a deep breath. You’re not the only one. Plus, you’ve come to the right place.
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Reminder: Include Macro Goals in Your Social Strategy

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The topic of social media is becoming increasingly popular, as shown in the Google Trends chart below. From the outside looking in you might say that social media is the “cool guy” at the digital marketing party. I have chosen to pick on social media strategists for this very reason. However, my point is relevant to all marketers. Read More…

Form Engagement Tracking with Google Tag Manager

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Do you know how people are completing forms on your site? Are there certain fields that get skipped frequently or that cause users to drop off?

Almost two years ago, I wrote a post showing how to use a simple script to track form abandonment in Google Analytics with event tracking. I’ve gotten a lot of great user feedback (and requests) about that script, and wanted to share an updated version that is a little more elegant.

This new version more effectively handles fields that are completed or skipped. I’ve also modified this script and included instructions for how to add it to your site through Google Tag Manager.

Use this script to see which fields get the most completions, but also use it to compare to the amount of forms that get submitted successfully. If you find that people are starting to complete the form but failing to submit it, you may need to look into ways to improve the user experience.
Read More…

10 Years of Digital Marketing Trends in 10 Graphs

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Each year about this time, digital marketers are bombarded by reviews of industry trends and projections on what’s to come. It’s all 5 Content Marketing Lessons from 2014 and Secret Strategies for SEO Success in 2015.

This is not one of those posts.

Leave your marketing plans in the drawer and forget your keyword research docs. This won’t help you with them. Think of it more like hump day material to take a break from the inbox and reflect on how much our industry has changed over 10 years.

Here are 10 graphs from Google Trends (focused on the US for consistency and accuracy) that illustrate how we have evolved and why we will all have “hacker” or “influencer” in our job title some day. Read More…