All posts by Dave Chaffey

Dave is editor of many of the 7 Step to Success guides on Smart Insights. He is a bestselling author, consultant and speaker who enjoys sharing tips, tools and techniques on all things digital, but especially those most influential in driving awareness, leads and sales. That's SEO, PPC, Social Media, Email Marketing, Site Design and Analytics! You can connect with Dave through any of these social networks to receive his latest insights or to ask a question: LinkedIn - Google+ - Twitter - Facebook. Dave is author of 5 bestselling books on digital marketing including Emarketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.

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Importance: [rating=4] Recommended link: Twitter Analytics Previously Twitter's analytics service has been limited to advertisers, but that changed this week with an announcement via Twitter:

Absolutely thrilled to open up access to to EVERYONE. Check it out, and let us know what you think!

— Ian Chan (@chanian) August 27, 2014

How to access Twitter analytics?

Just as it says in the title to this article, if you're already signed into Twitter in your browser, if you go to There is no registration process, but a little bizarrely, you just have to access the dashboard URL and you should then see updates. Until then you will just see a blank dashboard: For more information on what you can see in Twitter's analytics see this post from Twitter introducing the Twitter Analytics dashboard. Enjoy! This is…

Google’s use “rel=author” markup to stop but Google+ posts to continue featuring in search results

Importance: [rating=4] Recommended link: Google announcement of end of Authorship

Summary of the change

John Mueller of Google Webmaster Tools announced in a personal Google+ post on 28th August that Google will now stop showing authorship results in Google Search, and will no longer be tracking data from content using rel=author markup. From a Google user point of view this means you will no longer see author images in pictures like this one from a briefing written by Chris Soames in 2012: In fact, you may have noticed from around a month ago that Google removed the author images. In this new announcement they are taking the next step and removing the author information too. We’re also alerting you to this since more significantly from an SEO point of view Google has said that they are no longer…

“Close variant” keyword matching to become default by end September can increase clicks by 7% on average

Importance: [rating=4] (If you’re not already using this feature) Recommended link: AdWords official announcement

Context for the change to match types

The Match types advertisers use in AdWords are important since they control whether relevant ads are displayed to searchers based on the keywords they type. This in turn affects the clickthrough rates, Quality Score and the ROI you get on your campaigns. Here’s a reminder of the main match types from iProspect:

What is the change?

In their announcement, Google explain that starting in late September, they’re applying close variant keyword matching to all exact and phrase match keywords. Previously it was possible to opt-out of these. Close keyword variations include Close variations include misspellings, singular and plural forms, acronyms, stemmings (such as floor…

Our new mobile responsive home page and customer journeys

22nd August update: New library search and other updates It's nearly a couple of months now since we redesigned the site to update our design style and to make the site fully mobile responsive on smartphone and tablet. In this note I just wanted to let members know about another round of updates. Since the original relaunch we have updated our blog page template to be responsive too, so you can access our updates "on the go" more easily. Thanks if you left a comment with support - it's been nice to get a lot of positive comments! We did have a few support queries about mangled layouts with the previous updates - this can happen when the previous design stylesheet is in your cache if you have accessed a page before. A simple refresh of the browser should sort this, you may need to do this for the the new…

5 reasons why migrating all site pages may be a bad idea

Importance: [rating=1] (Signal currently affects only 1% of queries) Recommended link: Google Webmaster Blog announcement You will know that Google uses hundreds of ranking signals to return the most relevant results for a search, plus many filters to remove spammy or duplicate results too. But it’s rare for Google to announce what these are or to disclose new signals. So, the recent announcement from the Google Webmaster Blog that use of a HTTPS (HTTP Secure) will be used as a positive ranking signal prompted many, particular retailers who will already use HTTP Secure in checkout, to take notice. Google’s precise words were: “Over the past few months we’ve been running tests taking into account whether sites use secure, encrypted connections…

A new, free report on digital media and technology use [@SmartInsights statistics alert]

Value: [rating=5] For students, researchers and marketers who need to convince others of the importance of digital media Recommended link: Ofcom 2014 digital communications statistics report If you need hard facts and charts for reports and presentations to convince others of the growing importance of digital communications and technologies in influencing the purchase decision today, the Ofcom Communications report is one of the most comprehensive sources available. That’s why we feature it at number 1 in our Top 10 Free Digital Marketing Statistics sources listing. It’s published each August for the UK and includes an international digital media statistics benchmark in its December edition. The latest update for the UK has just been published and in this post I have selected from the 61(! ) charts available to ask what I think are some of the of the most important questions about…

Going beyond opens and clicks to evaluate and improve subscriber engagement with your email programmes

How engaging are your emails? It’s likely that you review open and clickthrough rates for individual  email campaigns and newsletters, but can you measure and prove how engaging your email marketing is on a long-term basis across multiple emails starting with the first welcome email. Dan Hare showed in his recent post that it's challenging - he presented data which shows between 50-90% of subscribers may never open or click in a 6 month period. In this article I’ll show some more advanced techniques we recommend to assess subscriber engagement which go beyond the basic email metrics of delivery, open and clickthrough rates.

6 KPIs to Review Email Marketing Engagement

By using these more sophisticated measures to review your emails you will be able to zero in on which aspects of your…

Using a digital plan to support digital transformation

Where do you start if you want to develop an digital marketing strategy? Well, I don't think it needs to be a huge report, a strategy can best be summarised in two or three sides of A4 in a table linking digital marketing strategies to SMART objectives. Yet despite this it seems that many organisations still don't have a plan.

Do you have a digital marketing strategy?

2014 update: Previously, in 2012 and 2013, we ran an informal poll to see how widely used formal digital marketing strategies are. Results from the start of 2012 were quite shocking... with around two-thirds to three quarters not have a digital marketing plan. It seems that many are doing digital marketing without a prioritised plan of activities to integrate online marketing... When we did the research for our free Managing Digital Marketing report published in 2014 we were interested…

What’s New in Marketing? July 2014 roundup

How to achieve Digital Transformation in businesses has been a hot topic through 2014 and this month we have focused our advice on this. To help get focus and review current use of digital we created this roadmap so you can summarise where you are now and where you need to be in future. It’s taken from our new Digital Transformation guide for Expert members.

Strategy and planning

Our strategy and planning posts also focus on transformation: What is Digital Transformation? - Annmarie Hanlon introduces the concept and gives examples in this post. Digital to account for 75% of all marketing spend in 5 years - the need to manage transformation is shown in this post by Dan Bosomworth of new research from Accenture. Insourcing vs outsourcing for digital marketing - James Carson asks “Which digital marketing activities you should keep inhouse or…
A review of the in-page Chrome extension for Google Analytics Value: [rating=3] Recommended link: Google Analytics InPage Extension for Chrome This tool came out at the end of June, so it’s not brand new, but we think it’s still worth an alert since although it has been released for a month, it’s had fewer than 60,000 downloads - not many considering the number of people that use Google Analytics… Maybe this is because it doesn’t add much to the existing Google Analytics In-Page Analytics feature which you access from the bottom of the “Behaviour” menu in Google Analytics.

How to setup the Page Analytics Chrome extension

To setup the tool simply: Download the Chrome extension and enable the extension by clicking on the button in your toolbar. Make sure you are signed-in with the relevant Google Analytics account with a profile for the site you want to review. Load up the page you want…

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Summer Sale 2014

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