An example of using GWT to track changes in keyword performance through time
Since the rise of 'not provided' keywords in Google Analytics, SEOs have had to rely on multiple data sources to track the progress of on-page content optimisation. But, as our own example shows, this can only be a good thing...
When Google announced encrypted search was to be the default for all Google users, it dealt a heavy blow to SEO – as most keywords from organic search would now appear as 'not provided' in Analytics.
This meant it was much more difficult to track the efficacy of on-page content optimisation. After all, if we didn't know which keywords were bringing users to a page, how were we supposed to know if our carefully keyworded content was doing its job?
Now the dust has settled, 'not provided' keywords stands at 87% of the total, according to …
Advanced Keyword Research using Search Engine Marketing funnels
Since search is the main source of new sales and leads for many businesses who get it right, the competitive landscape has become even more aggressive. Search terms, both organic and paid, are becoming increasingly difficult to target. This is due in large part to the following factors:
Paid search traffic is getting more expensive as an increasing number of companies compete to bid for top 3 positioning.
Organic search algorithms have evolved and become more difficult to 'game'. Companies can no longer expect heaps of organic traffic just because their SEO firm has built-out a sophisticated backlink profile.
Because traffic acquisition has become such a competitive (and costly) activity, web marketers will need to place more emphasis on converting the traffic they already have. Additionally, marketers will need to start intercepting potential customers earlier in the buying process if they want to remain competitive.
These two objectives…
An overview of the current use of Search Marketing
SEMPO's 9th annual report in 2014 highlighted the client and agency views on search strategy marketing. It's helpful for Digital Marketers planning their next strategies, looking for valuable insight into tactical steps and how 'the evolving role of search marketing is an integrated element of the marketing mix'.
The infographic highlights:
90% of companies adopt an experimental approach, except with social media.
9 out of 10 respondents focus on SEO and 78% on paid search.
Measuring ROI from social media still remains a challenge.
Additional Resources on Search Marketing best practice available on Smart Insights include:
SEO 7 Steps Guide and online course
How Search Marketing is managed [Infographic]
Paid Search 7 Steps guide and online course
A 5 step tutorial on using SEMrush and other tools to improve SEO and PPC keyword targeting for online stores
When growing your online store, every bit of knowledge you can get counts. Any mistake, money spent on wrong keywords perhaps or landing pages not delivering what your customers are looking for can cost you a lot. But sometimes that knowledge lies with your competitors. They are the people who potentially have been running their business longer than you. Or at least have already tried various strategies you want to employ now.
By conducting a clever competitive research, you can tap into their experience and discover strategies that are worth considering for further use. A properly conducted competitive research offers great benefits for your online store:
It will help you keep pace with the changing market. Markets change over time. Chances are…
How to avoid 5 common keyword research mistakes for Search Engine Marketing
Choosing the right keywords for your PPC campaigns and SEO can be a real challenge. For example, do you target only niche keywords you can gain visibility for or do you concentrate on the more generic keywords that are the most competitive?
The key is balance. You should be targeting both types. To understand why, let’s first look at which metrics we recommend you use to categorize and value a keyword.
1. Volume and Difficulty
Volume : Number of keyword searches for the term within a given period.
Difficulty: Level of competition between domains for the keyword.
Types of actionable keywords:
Common: Usually a one-word keyword with very little context. Let’s look at a search for the term 'Apple'. What information can we determine from just looking at the keyword 'Apple' about what the person was searching for? Not much. He may be looking for an iPhone…
Who makes search happen? The latest SEMPO and ClickZ Salary Survey on Search Marketing reveals the answers
This research gives a good summary of how search marketing is managed. Interesting if you're a search specialist or you manage search. The research shows the growth, availability, and day-to-day operations happening in the search marketing industry in the the SEMPO and ClickZ Salary Survey Results.
What are search marketers getting paid? What is the job growth for search? How many search marketers are in agencies? Answers to these questions along with discoveries relating to search marketers’ salaries, job roles and responsibilities, verticals/segments, compensation extras and perks, budgets and more can be found in the 2013 Salary Survey Results.
The survey was conducted to better understand the constantly evolving search marketing industry. The results of the survey provide valuable insights regarding the direction of the industry and what to look for in…
5 key features and differences of Google's Keyword Planner
As many of you know, the Google Keyword Tool has been sunset and in some accounts has already been replaced by the Keyword Planner.
There has been much discussion (and disappointment) around this, as the Keyword Tool has, for many years, been the leading keyword research tool, loved by marketers SEO’s, bloggers and copywriters
Google’s launch of the Keyword Planner brings the functionality of the veteran Keyword Tool, combined with data from the Traffic Estimator. Clearly there’s more focus on the needs of AdWords customers, and whilst it’s not perfect, it will no doubt evolve as customer needs grow.
To ease the transition between the original Keyword Tool and the Keyword Planner,we’ve listed 5 changes Google has made.
5 New Google Keyword…
In March I covered how one can start to evaluate and forecast the potential benefits of SEO by considering the possible traffic volume that individual keywords and phrases can drive to your website based on CTR in the SERPs.
Whilst it’s important to build the case for using SEO and to develop keyword lists as a result, it’s also important to understand different customer behaviours and to group them as part of your keyword strategy. This helps to set targets, audit performance and provide ideas for content development. Content may be king but it’s essential that the right content is created for the right audiences.
By establishing the type of search behaviour exhibited by consumers, you can start to consider not just the different types of content you might need to produce but also where this content will fit within your site, the necessary…
How Agencies have evolved in their services and with social media engagement
For the second year running, Browser Media has conducted another survey with 101 Agencies, sourced from Econsultancy's supplier directory, to understand agency services provided, demand for SEO, trends and how they are engaging with social media. Useful either if you're a client comparing the services offered by your agency, or if you're an agency comparing your services to others.
Interesting highlights concluded:
Some agencies no longer focus purely on SEO as a branded service and moving towards 'digital marketing' offering a 'blended service'.
Social media, web design, web analytics and copywriting are commonly offered by agencies offering an integrated approach
It's surprising that some services such as Online PR and CRO are not more widely available as part of an integrated services
Agencies offering International SEO has doubled.
A 3 step guide to DIY Keyword Research
While many larger companies have agencies to work on keyword research for them, many smaller companies don't. To help companies who need to work on their own keyword research, this post shows how to work on actionable keyword research and provides a 3 step quick guide to get your started.
There is a wealth of information that you can find on the subject of keyword research but if you're keen to dig deeper on this subject, I would recommend The Beginners Guide to SEO created by SEOMoz who provide an excellent account of the benefits and reasons why keyword research is the foundation to any SEO strategy. Smart Insights have details on more advanced approaches like a gap analysis using analytics and tools to use in their 7 Step Guide to SEO.
Let's briefly go back…