| A | B | C | D | E | F | G | H | I | J | K | L | M | N | O | P | Q | R | S | T | U | V | W | X | Y | Z | AA | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
1 | Tired of writing hundreds of title tags and meta descriptions manually? With a little help from ChatGPT and a few pennies from your pocket, you can get a solid start at hundreds of rewrites finished in minutes. Try it for yourself! Have ideas on how to make V2.0 better? Let us know! | ||||||||||||||||||||||||||
2 | by Dylan Jones | ||||||||||||||||||||||||||
3 | ChatGPT Metadata Rewriter V1.0 | ||||||||||||||||||||||||||
4 | GreenlaneMarketing.com | Video Instructions | |||||||||||||||||||||||||
5 | |||||||||||||||||||||||||||
6 | URL | Keyword | Title Tag | Meta Description | Content | Formula | New Title Tag | New Meta | |||||||||||||||||||
7 | https://www.greenlanemarketing.com/ | digital marketing agency | Greenlane | Digital Marketing Agency | SEO, PPC, Content Strategy, CRO | Experience matters. Since 2005, we create true partnerships with our clients to develop data-driven digital marketing strategies. We deliver the ROI. | An agency of experts Experience matters. Since 2005, we have created true partnerships with our clients to develop data-driven digital marketing strategies. We deliver the ROI. GET IN TOUCH Digital Marketing Technical Analytics & CRO Content Our trusted partnerships with companies in lead gen, ecommerce, arbitrage and media Urban Outfitters Petco CertainTeed anthropologie freepeople Sittercity QVC Wolters Kluwen ama logo sticker_mule Zazzle YP GE SEO sitemap tools Topic Opportunity Finder Meetup Group Analyzer Tool Greenlane Adsense Explorer Head Exam Greenlane builds tools You might know us from the free tools we provide for the industry. If we (or our clients) need a tool, we find it—or we find a way to build it ourselves. VIEW ALL OUR TOOLS Custom strategies and real results CASE STUDIES Tech SEO Strategy Tackles Index Bloat A billion-dollar global information and publishing company noticed a heavy decline in their natural search traffic for a specific piece of their business. CONTINUE READING CASE STUDIES PPC Account Restructure Increased Search Leads by 80%, Lowered CPL by 18% in Less Than 4 Months A Google Ads account restructure led to improved relevancy and engagement for this Online University, allowing lead submissions to soar! CONTINUE READING CASE STUDIES SEO & Content Strategy efforts lead to 77% MoM Pageview Increase Dog Health Guide boosted incremental session, pageview, and ranking growth for leader in online pet health information. CONTINUE READING MORE CASE STUDIES | ||||||||||||||||||||||
8 | https://www.greenlanemarketing.com/services/digital-marketing/ | digital marketing services | Digital Marketing - Digital Marketing, PPC and SEO Agency | Greenlane | Let our digital marketing experts work with your team to get you ahead of your competition and in front of your audience. Whether that’s organic visibility or through paid ads. | Digital Marketing The right digital marketing strategy consists of always monitoring, testing, and improving so you can cut through the noise. Let our digital marketing experts work with your team to get you ahead of your competition and in front of your audience. Whether that’s organic visibility or through paid ads. SEO The right SEO strategy enables your organization to leverage organic search as a marketing channel. We do this with comprehensive SEO-minded strategies, building quality links, continuous testing and reporting, and assistance with the production and promotion of valuable content. All with ongoing input from our technical, analytical and content teams. We are very hands-on. Learn more about our SEO services PPC Are you getting the right leads? Driving sales at a profitable CPA? Do you have a high enough quality score? Paid search management is the process of tweaking and testing elements of a text ad to track and continually enhance its performance. We provide strategy and fully manage paid search campaigns. We also run your shopping campaigns (Google, Microsoft, Amazon, etc). Learn more about our PPC services Display Ads Is your brand generating enough awareness? Are you reaching your audience at consideration and decision stages? Through our Display service, we reach users at different points in their buying process with relevant ads. We manage every aspect of your Display campaign, including media planning & buying, campaign set-up, target strategy (prospecting, lookalike, contextual, retargeting), rate negotiations (direct buy, programmatic, exchanges), asset creation guidance, and everything the Google Display Network offers, including YouTube and Gmail ads. Learn more about our Display services Paid Social Ads Are organic social posts not working for you anymore? The social platforms, especially Facebook, are constantly restricting brand organic reach in favor of a pay-to-play approach. Paid Social advertising puts your ad in front of potential customers while they’re on Facebook, Twitter, Pinterest, Instagram, and LinkedIn. We can manage your entire social campaign, from media planning & buying, to testing target strategies (prospecting, lookalike, retargeting) and asset creation guidance. Learn more about our Paid Social services Working with Greenlane From day one, you’ll get a dedicated Account Manager committed to helping you hit your goals. We consult on digital marketing improvements and campaigns, for monthly retainers and projects. Our approach to digital marketing is for everything to be built on a solid foundation, tracked well, continually tested and improved. That’s why Greenlane’s team is agile, you’ll have access to all of our tech, analytics and strategy experts. LET’S GET STARTED Resources DIGITAL MARKETING PPC 8 Reasons Podcast Ads Should Be In Your Marketing Plan Chances are if you’ve ever heard of SquareSpace, Blue Apron, or Audible, you probably first heard about them on a podcast. These brands sponsor quite a few shows, and in return have gained a decent amount of brand recognition. What… CONTINUE READING MORE ARTICLES More services you might be interested in Analytics & CRO Are you getting valuable, trustworthy data to inform business decisions? Let us perform an audit to make sure. Content With Content as a service, we help you plan and produce campaigns, landing pages, articles, ads and more. Technical Our Technical service is centered around giving you a technically sound platform. | ||||||||||||||||||||||
9 | https://www.greenlanemarketing.com/services/ | PPC and SEO agency | Services - Digital Marketing, PPC and SEO Agency | Greenlane | Whether you need our help with one digital marketing channel or everything, you’ll have direct access to all of our experts. From eCommerce to lead generation, our team has worked with some of the biggest brands in the marketplace. | Services Lean on our strategic partnership to help your existing marketing efforts. Whether you need our help with one digital marketing channel or everything, you’ll have direct access to all our experts. From eCommerce to lead generation, our team has worked with some of the biggest brands in the marketplace. digital Digital Marketing The right digital marketing strategy consists of monitoring, testing, and improving so you can cut through the noise. This includes SEO, PPC, Conversion Rate Optimization, Content Marketing, Affiliate, Feed Optimization, Analytics, Display, and Paid Social. We have a veteran team that has collectively worked with more than 150 recognized brands. Learn more about: PPC | SEO | Display | Paid Social Technical Technical Our Technical service is centered around giving you a technically sound platform. There should be no barriers for bots or people to navigate your site and find relevant information. Our tech team is obsessed with improving speed, crawlability, security, and mobile optimization. Analytics Analytics and CRO Our Analytics and CRO (Conversion Rate Optimization) services include organizing, fixing and reporting on your site’s data. With a healthy analytics foundation you can test variations, understand your audience’s behavior, and improve the way people interact with your site. We uncover the stories your data is holding and optimize to improve conversions. Learn more: Analytics and CRO content Content With Content as a service, we help you plan and produce campaigns, landing pages, articles, ads and more. The right content will speak to your audience’s needs in the moment. From developing a content strategy to improving SEO, there are plenty of areas where better content can drive business goals. Learn more: Content | ||||||||||||||||||||||
10 | https://www.greenlanemarketing.com/services/technical/ | technical digital marketing services | Technical - Digital Marketing, PPC and SEO Agency | Greenlane | If there’s something wrong with your site and you can’t crack it, or your business needs ongoing technical checks and recommendations, our experts want to be part of your team. | Technical Our Technical service is centered around the truth that all successful organic search efforts start from a technically-sound platform. We deep-dive into your unique site and specific circumstances and cover every aspect from code analysis to image optimization to international indexation. Our Technical SEO skills are what originally put Greenlane on the map. If there’s something wrong with your site and you can’t crack it, or your business needs ongoing technical checks and recommendations, our experts want to be part of your team. Technical Analysis Indexation issues Tech stack of site Site architecture Server issues Relaunch & Migration Redirect strategy Consolidation Staging site & post-launch QA Indexation progress tracking Mobile SEO Accelerated Mobile Pages (AMP) Mobile-friendly requirements Interactivity requirements Accessibility requirements Technical Site Speed Javascript execution & slowdowns Stylesheet parsing issues Caching Image scaling and compression Structured Data JSON-LD schema Microdata Google Guidelines compliance Structured data validation errors International SEO Hreflang implementation and audit International indexation Localization strategy Language Metadata Greenlane Garage Free SEO tools Custom-built SEO Tools Technical SEO Training Research & development Technical work with Greenlane From day one, you’ll get a dedicated Account Manager committed to helping you hit your goals. You can choose to engage in a one-off project, or a monthly retainer. Either way you’ll have access to all of our tech, analytics and strategy experts. LET’S GET STARTED Tips and tricks, just for you DIGITAL MARKETING SEO 2 TECHNICAL Don’t Make These Ridiculously Simple Mobile SEO Mistakes Unless you’ve been dialing up to the internet on a 56K modem attached to your Tangerine iBook G3, chances are you’ve heard that mobile internet usage has surpassed desktop usage for over a year now. Mobile SEO and the mobile… CONTINUE READING DIGITAL MARKETING SEO 2 TECHNICAL How To Check To See If Blocked Pages Are Indexed You put a robots.txt on your site expecting it to keep Google out of certain pages. But you worry – did you do it correctly? Is Google following it? Is the index as tight as it could be? Here’s a question for you. If you have a page blocked by … CONTINUE READING MORE ARTICLES More services you might be interested in Analytics & CRO Are you getting valuable, trustworthy data to inform business decisions? Let us perform an audit to make sure. Content With Content as a service, we help you plan and produce campaigns, landing pages, articles, ads and more. Digital Marketing The right digital marketing strategy consists of always monitoring, testing, and improving so you can cut through the noise. | ||||||||||||||||||||||
11 | https://www.greenlanemarketing.com/services/analytics/ | digtal marketing analytics insights | Analytics Services | Greenlane | Analytics answers the who, the how, and gives insight into the why, of your user interactions. Learn more about our Analytics services at Greenlane. | Analytics & CRO Your website data holds details to better performance. We help you find the stories within your visitor data and improve your marketing decisions. Are there hidden data-driven opportunities in your data? Let us take a look. Work Includes: Analytics Insight and Implementation Analytics as a service includes organizing, fixing and reporting on your site’s data. With a healthy analytics foundation, you can test variations, understand your audience’s behavior, and improve the way people interact with your site. Are you getting valuable, trustworthy data to inform business decisions? Let us perform an audit to make sure. Data Audits and Gap Analysis of existing tracking and data methodologies Creating measurement plans including objective – KPI – metric mapping Tracking implementation guides including tags, variables, and firing rules Creation, enhancement, and automation of key reports/dashboards Conversion Rate Optimization Conversion Rate Optimization (CRO) studies visitors’ behavior and creates tests to see which website assets perform better, maximizing marketing efforts across both paid and organic channels. From online demo requests to ecommerce conversion rates, Greenlane has experience gathering information, prioritizing test opportunities, implementation support, tracking, and testing roadmap creation/management. Testing opportunity identification and developing associated test plans Audience insight analysis and gathering (heatmaps, interaction videos, surveys) Support with tracking setup, implementation QA, and measuring results as part of a continuous testing process Working with Greenlane From day one, you’ll get a dedicated Account Manager committed to helping you hit your goals. You can choose to engage in a one-off project, or a monthly retainer. Either way you’ll have access to all of our tech, analytics and strategy experts. LET’S GET STARTED Tips and tricks, just for you ANALYTICS DIGITAL MARKETING SEO Forecasting Search Marketing Success with a Click Curve Wouldn’t SEO be much easier if there was a way to predict just how much a change in a page’s SERP rankings would impact the amount of traffic that page gets? While the “opportunity score” formula isn’t new, we wanted… CONTINUE READING ANALYTICS Google Analytics Autotrack – Redefining What Counts as Standard Tracking Google Analytics has recently launched their Autotrack options – a series of plugins designed to enhance the standard tracking implementation. Sites currently using just the standard Google Analytics base snippet are likely going to see the most benefit of these plugins, but there are a couple of other issues Google … CONTINUE READING MORE ARTICLES More services you might be interested in Content With Content as a service, we help you plan and produce campaigns, landing pages, articles, ads and more. Digital Marketing The right digital marketing strategy consists of always monitoring, testing, and improving so you can cut through the noise. Technical Our Technical service is centered around giving you a technically sound platform. | ||||||||||||||||||||||
12 | https://www.greenlanemarketing.com/services/content/ | content planning services | Content - Digital Marketing, PPC and SEO Agency | Greenlane | Content Strategy guides the content you plan, produce and promote & weaves all elements together to create the best possible user experience. | Content Our content experts will help you plan and produce better content. Campaigns, landing pages, articles, ads and more. The right content will speak to your audience’s needs, and align with your business goals. Understanding content is hard work—let our team simplify it for you. Analysis & Strategy Content Audits Competitive Analysis Audience Research Topic Gap Analysis Production Content Priority Guides Language, Voice and Tone Guides Content Editing Short- and Long-form Content Creative Copywriting Third-Party Management (Design, Photography, Videography) Content at Greenlane From day one, you’ll get a dedicated Account Manager committed to helping you hit your goals. You can choose to engage in a one-off project, or a monthly retainer. Either way you’ll have access to all of our tech, analytics and strategy experts. LET’S GET STARTED Tips and tricks, just for you CONTENT STRATEGY How to Write Content for Multiple Audiences We all know that user experience is a huge factor in successful SEO. A great user experience can set a site apart, while poor user experience can leave your site hidden amongst the spam. Knowing your audience’s wants and needs – and speaking directly to them – is key for … CONTINUE READING CONTENT STRATEGY How to Write Content in Your Client’s Voice If you’re writing blog posts, or any kind of copy, on behalf of a client, you need to know them so well that you can (quite literally) finish their sentences. As an outside writer, it’s a hard but necessary task. Great writers are plentiful, but writing in someone else’s voice … CONTINUE READING More services you might be interested in Analytics & CRO Are you getting valuable, trustworthy data to inform business decisions? Let us perform an audit to make sure. Digital Marketing The right digital marketing strategy consists of always monitoring, testing, and improving so you can cut through the noise. Technical Our Technical service is centered around giving you a technically sound platform. | ||||||||||||||||||||||
13 | https://www.greenlanemarketing.com/about-us/ | digital marketing agency | About Us | Greenlane | We love the challenge of solving problems. Our multi-disciplined team is perfectly positioned to integrate into any business & tackle any challenge. | About Us “Our collective intelligence is our biggest service” Keith Urban, Managing Partner (That’s our co-founder, Keith Urban. We can’t confirm the country singer has ever said this.) Greenlane is a company that was built to be an alternative to standard digital marketing agencies. The founders and others at Greenlane worked at one of the largest digital marketing agencies in the United States. But we found the model, which generally favors internal scaling and profits, was too stiff to drive proper client success. So in 2012, we gambled with a new service model. And we found it was a better fit for all our clients. The Greenlane team solves new problems every day. We don’t provide the same prescription to each client. We work closely to develop monthly campaigns and plans to get closer to your goals. There is no magic button in search marketing. If you want to achieve a maximum ROI, you need to adopt a monthly test, build, and study procedure. That is where we come in. We influence search engines and visitors to favor your brand with the right data and signals. Greenlane may be a popular search marketing agency, but we are also choosy. We only work with companies that we believe we can help. We are a relationship agency that puts partnerships and value over long contracts. And, we sought out the best talent for our services. Our team can go toe-to-toe with anyone in the industry. To summarize, Greenlane is a small team of experts with big experience. An all-star team of sorts. We put relationships before contracts and have skin in the game. With Greenlane, you don’t need to worry about whether you have the best players to roll into your current marketing teams. And you will never be wondering what our team is doing. Our collaborative nature and agile marketing approach is at the core of all our successes. Meet the team These are the faces you’ll get to know very well. You might even forget they’re not part of your actual marketing team. Jessica Wisnieski Jessica Wisniewski Christian Wenzel Keith Urban Keith Urban Bill Sebald Bill Sebald Ashley Morrison Ashley Morrison Sean Malseed Sean Malseed Chelsea Kryder Chelsea Kryder Chloe Yeung Chloe Yeung Jenn Villa Dylan Jones Ethan Goodman BE PART OF THE TEAM Core values of a Greenlaner These are the main 5 traits that guide our behavior and actions, which ultimately become our culture. They’re the backbone of our goals. While search algorithms, strategies, and methods may change, these remain the same. be effective We strive for efficiency and results. We are data-first, meaning we track and then we implement. We give real, actionable results to clients with the goal of making a big impact that’s seen and understood across their business. be forthright We are proactive. And we aren’t afraid to speak up and assert our voices when we need to. We fight for what we know is right, especially when it comes to our clients’ strategies. And we push our fellow Greenlaners to be our best selves. be helpful We’re fully integrated into our clients’ businesses. We treat them like partners, taking on their problems and offering them custom solutions. We also want to be a valuable resource in the digital marketing community. be passionate We love what we do. We’re always asking questions, testing and solving problems. We give our all and we have fun doing it – because we all think what we do is pretty awesome. Be a contributor to the teams, engaged with your teammates and company functions. be curious We make a habit of seeking knowledge. We’re eager to really learn about our clients and their goals. And we’re always sharing the latest news and tools within our industry. be transparent We are always honest and upfront with clients and teammates. The correct answer must always be shared, even when it is hard to deliver. We believe transparency is at the heart of true consultancy. | ||||||||||||||||||||||
14 | https://www.greenlanemarketing.com/resources/articles/why-optimize-for-visual-search/ | why optimize for visual search | Why You Should Optimize for Visual Search | Greenlane | Google has been emphasizing images and videos in SERPS and the search experience. Learn why you should include visual search in your SEO strategy. | Every year, it seems like there’s a new “next big thing” in SEO – some big release that causes a bunch of chatter – it’s the future of search! Some become an integral part of the ranking algorithm, like BERT and progress in the natural language processing space, and some fizzle out like AMP. This year, with the announcement of multisearch, and several SERP experiments, it appears that the big focus is on visual elements (images and videos). Here’s why we think the movement to a more visual search experience is here to stay. Visual Search Timeline A timeline detailing the history of visual search, from Pinterest to Google To be clear, visual search and image search are not one and the same. Visual search is the practice of searching the web utilizing an image while image search is using a text query to search the web, with the expectation of image results. Visual search has been around for years. Dating back to 2015, visual search has been used by several retailers and other platforms to enhance their site experience. These include Pinterest, Forever 21, Adobe, and ASOS, to name a few. When Forever 21 first tested its visual search tool in 2018, the average purchase value for the two test categories rose by 20% in just one month. More recently, Google reported in 2021 that Google Lens is used about 3 billion times per month. This volume is impressive but only a drop in the bucket when compared to the hundreds of billions of traditional searches per month. So, with such a long history and seemingly great success, why has it taken so long for the greater adoption of this powerful search method? While there may be several other reasons, these stick out as the main barriers: Because it requires a change in user behavior on how and where they search the web. People may be unfamiliar with how to use visual search or may not even be aware that it exists. The algorithm had historically been insufficient in providing helpful results. We’ll share some additional thoughts on how to alleviate these barriers towards the end of this post. Introducing Multisearch Multisearch, announced in April 2022, allows you to combine visual and text-based searches. One of the examples that Google gives is visually searching for an orange dress and adding a text color modifier like “green” to infer that you’d like to search for that style of dress but in the color green. Where to use Multisearch The best area to use visual search is through the Google App. Clicking on the camera icon next to the search bar will open up Google Lens and allow you to take a photo in real-time or use an existing image or screenshot from your photos. You can also get to it from your mobile browser. Multisearch is available on desktop, but it is a rather clunky experience. To try it out, you can go to Google Images and click on the camera icon. Then, you can paste an image URL or upload an image to search. It will automatically append text to your search on the next page, which you can edit. Note that when performing a visual search or multisearch on desktop, you get traditional search results rather than image-dominated results as you would on mobile. Video Player 00:00 00:30 Why We Think Visual Search Will Continue To Be A Focal Point Practicality A search engine’s main goal is to provide the best experience for its users and supply them with whatever they want as quickly as possible. When a user searches with a text-based search, there are 3 resulting scenarios: The user finds a satisfactory result on the first try The user is able to alter their search to find a satisfactory result The user is unable to find a satisfactory result Scenarios 2 and 3 generally occur when the user is having difficulty describing their search in words or trying to search for something very specific where the result may not exist or is not well optimized for long-tail keywords. Both of these scenarios can be aided, if not solved, by image search. For instance, say you want to find the name of a particular plant that was gifted to you. A text search could be something like “plant with dark and light green leaves,” which would return a wide variety of plants. Alternatively, you could use image search to achieve more specific results. Video Player 00:00 00:10 Traditional search for plants. Video Player 00:00 00:10 Visual search for plants. In another example, imagine you found an old painting and want to learn about it. Paintings are much more difficult to describe in words, and the descriptions could match a wide variety of paintings. This is when a visual search would be able to serve you results you would have otherwise been unable to find. Then, with multisearch, you could add a text modifier like “worth,” “care instructions,” “restoration,” or “sell” to narrow down what you’re looking for. Google’s increased focus Google has been taking steps to highlight images and videos in search results. Some of the larger newer features and tests include the image thumbnails showing in SERPs, Google images right panel, then iterating to an image right panel directly on the web results page, as well as testing larger image thumbnails. The rise of the visual SERP continues. If you thought the image/video thumbnails in the test I shared earlier this month were large, this test is taking it to the extreme. This new desktop test aligns text even further to the left. Timeline updated: https://t.co/j6IUtkSa1z pic.twitter.com/7QZGky8gXO — Brodie Clark (@brodieseo) March 27, 2022 In addition, the May 2022 core algorithm update had a positive impact on videos, with Tik Tok videos seeing the largest impact. Other social media platforms have been releasing short form video functionalities like Instagram reels and YouTube shorts to compete with Tik Tok’s continually growing popularity. As more and more people begin to favor watching a quick video over reading a blog post, we should expect to see more videos popping up in SERPs. A Senior Vice President at Google reported that based on an internal survey, nearly 40% of young people utilize social media platforms like Instagram and TikTok to complete searches. OMG, I’m finally back in the test. I see EXPLORE again. It shows up at the end of the SERP for the query and it’s visual, contains a boatload of content, and almost looks like the combination of Search and Discover (as noted by @lilyraynyc). I’m keeping the test window open. 🙂 pic.twitter.com/TLgweDheCM — Glenn Gabe (@glenngabe) July 20, 2022 Another thing coming our way in the future is an augmented reality experience product reminiscent of Google Glass. While Glass was originally intended for the general public, the abundance of privacy concerns caused Google to reposition Glass as an enterprise productivity tool in 2017. In contrast to the original Google Glass, this new product will not have any photography and videography capabilities, but it will have an in-lens camera and microphone that will be used to enable experiences in real time. They’ve been testing real-time Google Lens translation functionality in the glasses, so it’s very possible that they might include some of Lens’ visual search functionality as well. We might even see voice search come into play for multisearch queries. Easy to set up AWS and Google have products to help you set up visual search for your website. In fact, if you use Programmable Search Engine by Google, it’s as simple as toggling the Image Search option to On. The difficulty level to set up basic visual search experiences is already fairly low and could continue to decrease. Due to this, we expect to see more businesses adding visual search functionality to their sites in the future. Our predictions for a more visual SERP We brought up some barriers earlier. Here are some things we speculate could be possibilities in the future to lessen these barriers and further improve visual search. Search functionality built into native apps One of the largest barriers to higher usage of visual search is the multi-step process to get to the Lens functionality on mobile. We could see increased usage if other browsers like Safari add the lens icon to the search bar as they did with the voice search microphone. For Google Pixel users, the Google Photos app has Lens functionality built in so you can search right from your photos. Adding this functionality to other native photo apps and even the camera itself would be huge for visual search usage. Localized visual results Right now, localization isn’t a factor in visual results in regular and shopping searches. As a test, I ran an image of a Kate Spade purse through a visual search, and typical online retailers appeared. Even when adding a text modifier of “store” or “near me,” web results that did not have a brick and mortar location continued to rank highest. Video Player 00:00 00:42 Video visual results As we mentioned, short-form videos are increasing in popularity. Just as in the regular SERPs, we anticipate that videos may be able to rank in the visual search SERPs in the future. This could come in handy for “how to” queries, like when visually searching a picture of a tie tied in a fancy manner, like a trinity knot. Increased reporting There is (that we know of) no reporting for visual searches as of yet. The main hurdle here is there is no actual query when a visual search is performed. Search engines should, in theory, be able to report on the text-based keywords that represent the visual searches, but there is the added degree of misconstrued intent. For example, a user visually searches a paparazzi photo of a celebrity. Does the user want images of the celebrity, information about the celebrity, information about their clothing, or want to purchase similar clothing? The user can alter the search with photo cropping and multisearch, but the original visual search won’t be helpful in reporting. Google Alerts for images Google Alerts would be a great feature for creators and general personal branding. Photographers, for example, could set alerts up for their images and keep tabs on where their work is posted. Or, people could see if their personal photos were being used for a company’s monetary gain without permission. For a wider audience, shoppers could be alerted whenever an item matching their image’s visual aspects is listed for sale. What do you think? Will you be considering Visual Search in your marketing strategy? Is there anything else you’d like to know? Stay tuned for our second post in this series: How to Optimize your eCommerce site for Visual Search. | ||||||||||||||||||||||
15 | https://www.greenlanemarketing.com/resources/articles/how-to-use-google-analytics-to-build-a-useful-website-performance-report/ | how to use GA to track performance | Using Google Analytics to Track Website Performance | Review the core metrics provided in Google Analytics and learn how to effectively use them to build insightful, actionable reports. | How To Use Google Analytics To Build A Useful Website Performance Report Reading Time: 10 minutes Share This FacebookTwitterLinkedIn Part 2 Of A Series On SEO Reporting Best Practices (ICYMI: Part 1) Traffic data, found in Google Analytics, helps you quantify your site’s engagement level. Using this data, you can understand more than just how many users visit your site. Traffic data can reveal what information users find useful and help you prioritize optimizations to emphasize the right content for your audience. The notion of “traffic” makes intuitive sense to people. You have visitors to your website; go ahead and count them. But the reality is that there are multiple ways to quantify traffic. Understanding the nuances behind what differentiates each type of traffic insight can help you ask better questions and unearth better answers. Note – the metrics discussed in this article are available in Universal Analytics (UA), the data that Google will soon be sunsetting in favor of GA4, a newer model. We will be discussing the subtle but impactful differences between these two platforms in a later post. Pageviews vs. entrances Sessions and users Engagement metrics Understanding behavior with event tagging Measuring conversions using goal completions Your arsenal of e-commerce metrics Sync with your CRMs Caveat regarding traffic insights Getting the most out of Google Analytics Preparing for GA4 Pageviews Vs. Entrances A pageview is, quite literally, a visit by a user to a specific URL on your site. Comparing the number of pageviews across your site tells you the number of visits to each separate URL. Pageviews are a great measurement of existing performance and provide a data point that anyone can understand. However, pageviews only become actionable when combined with other metrics that provide context around the numbers. Pageviews help understand which pages are consistently attracting users and helping them in their decision journey, regardless of how or why. Entrances are a subset of pageviews. An entrance is the first pageview a user makes in a particular instance of visiting a site. The utility of assessing pageviews and entrances can vary widely, and heavily hinges on understanding what pages you are looking at. Most businesses wouldn’t consider their “About Us” page to be a money page, but they may receive high numbers of pageviews from users trying to learn about your brand and form a decision. data table comparing entrances and pageviews by page An analytics exercise for you to try out: sort your top pages by Entrances to identify your most popular landing pages. Then, sort your top pages by Pageviews to identify your most popular content—period. You can then check that the top pages by Entrances have obvious, accessible links to the top pages by Pageviews. Sessions And Users A user is a distinct individual to your site. A session is an instance of a user visiting your site. Both numbers are used to measure total site traffic. It’s important to remember that a user can (and frequently does) have multiple sessions over time. While these metrics tend to be closely correlated, the number of users can speak to the size of your audience, while sessions can shed light on re-engagement patterns. We frequently look for trends in sessions and users to identify whether a site’s audience is growing, shrinking, or stable over time. It is important to consider both metrics alongside each other. Sessions dropping could be tied to a decline in the number of users, or a decline in repeat visits from an existing set of users. These two instances of session drops point to two very different problems. chart tracking growth of users, sessions, and sessions per user Traffic growth is always a positive sign and a general measure of a site’s success, measured both by Users and Sessions. For an editorial client like the one above, Sessions Per User growth also provides a positive signal that users are beginning to recognize the site as a trusted source of information, resulting in several return visits. If sessions drop while the number of users holds steady, you will see the number of sessions per user decline. This may indicate that something on your site is deterring users from making return visits or trusting your site. Combining this with other data points can help you evaluate whether the issue lies with your messaging, branding, UX or how your product/service measures up with your competitors. On the other hand, a decline in the number of users could point to an issue with your marketing campaigns, SEO, or PPC, preventing customers from visiting your site in the first place. If possible, the reason for this drop should be attributed to a specific channel, page, geographic region, etc. so that you can take the most strategic approach to optimize —and accurately quantify its effects. Engagement Metrics Two key data points for user behavior are average site duration and pages per session. Both data points showcase how deeply users engage with a website. You can discover whether users gravitate towards a quick engagement with the site, whether they move quickly on pages and only engage with a few pages, or if they spend more time on more pages. Usually, these behavior metrics will measure higher in e-commerce or highly technical industries, where visitors are trying to learn about products or complex concepts. Higher is not always better, though. Suppose users spend excessive time on the site or click through tons of pages to find what they want. This could be the result of poor user experience or content mismatched by what the metadata promised. Again, you must consider these behavior metrics together with other values, like sessions and users, to really understand what’s happening with your visitors. data table comparing average session duration and pages per session In the example above from a pre-school, we see higher pages per session coming from the “Our Schools” and “Programs” sections, where parents can evaluate a specific location or program. This is where parents can determine if it’s right for their child, and are likely closer to making a conversion than those on the home page, where these metrics are much lower. This lets us know that the secondary navigation and CTA’s on these pages are critical in guiding users to relevant information. Understanding Behavior With Event Tagging Event tagging helps you better understand how users interact with your pages, getting a bit more granular than just “what pages are they visiting.” An event occurs whenever a user interacts with any element of your site, including visiting a particular URL, loading an image, downloading an app, making a purchase, and more. You can track any number of these events on individual pages by tagging them in Google Tag Manager, and you can report on the number of events that occur in a particular amount of time. The events you choose to tag drive the level of insight you’ll gain. For example, tagging form submissions, button clicks, and scroll depth can reveal detailed engagement insights that help identify pain points in the conversion process. One of the most common uses of event tagging is to A/B test calls to action, so you can ultimately rely on the one that consistently converts. You also get to set the data parameters for each event you track. Say you’re examining e-commerce conversion; for every purchase, you may choose to track things like the item value and coupon codes used in conjunction with a particular event. If high-traffic pages have very few clicks on whatever item you need to convert–calls-to-action, form submissions, etc.–you may have an issue with effectively driving users on a clear path to complete these actions. This would likely trigger your re-evaluation of the page’s layout and/or UX features. Do you need improved heading text, more images, better navigation, or a change to another page feature? You may need iterative rounds of A/B testing to successfully optimize this page, but with each round, you learn more details about your target audience. When you consider which events to tag, get granular. Events are a fantastic solution to answer discrete questions about user behavior. web page screenshot with event tagging opportunities highlighted, including calls-to-action and hyperlinks In the example above, Event Tagging helps the client understand how effective their various CTA placements are in the conversion process & make adjustments accordingly. Tagging items like “Add to Cart” is also essential for an e-commerce business to understand which items drive interest even though they may not lead to sales, and which items have a larger dropoff rate from people who Add to Cart to those who make a transaction. Table of events data in Google Analytics with clearly labeled categories When a site has clear, organized event tagging, data will funnel into Google Analytics to help you understand the metrics behind each of your CTA’s or other page elements. Labeling these actions is equally as important as tagging them in the first place, since you’ll need to be able to make use of the data based on naming conventions, as seen below. You won’t always see which visual element each Event represents, so clear naming helps you down the road. Measuring Conversions Using Goal Completions Goal completions help you track and optimize your conversion rate. Unlike events, goal completions are configured to measure activity that your company considers a “conversion”, such as a lead- or revenue-generating action. A goal completion might be a specific button click, form submission, phone call, or even a “Thank You” page indicating that a user completed a form or made a purchase. You can measure the frequency of these goal completions on your existing web page, or as you deploy any new site campaigns or changes, including content, messaging, UX features, or calls to action. You can use these metrics to assess the incremental value of your marketing efforts including your PPC, SEO, and more. You may evaluate goal completions and website changes side-by-side to understand how many conversions and leads were driven by these digital marketing strategies. A helpful way to understand the difference between goal completions and events is that it typically takes several events to lead to a goal completion. Your Arsenal Of E-Commerce Metrics Anyone with an e-commerce site can speak to the dream of data that describes how much revenue is generated at each step of the customer journey, while reporting detailed variables around products, pages, demographics, and other audience characteristics. The deeper this reporting, the more sophisticated and accurate your insights—and the more value you bring to stakeholders. Of course, the two fundamental e-commerce metrics are transactions and revenue; these likely bear no explanation to anyone who’s set foot in e-commerce. However, several more detailed metrics lend themselves to more actionable insights. Conversion rate & new visitor conversion rate – Not only can you measure conversion rate, but you can filter our specific channels, audiences, and demographics for comparison. Maybe you don’t need to optimize your website; perhaps it’s your email marketing that isn’t working. You can tell from this data, and then decide how you want to address that (remember, you can use site components—even something as simple as a landing page) to help optimize other channels. Average order value – For real-time monitoring of purchase trends broken down by channel, audience, or demographics, rely on Google Analytics to provide you with data on average order value. Based on the trends you observe, you might decide to market your offering a bit differently by channel. If that is the cause, you’ll likely set up tests—using events and goal completions. Cost per acquisition – This metric is determined by dividing the total spend by the total number of leads generated, telling how much it is costing you to generate a lead in a particular campaign. CPA data helps evaluate the efficacy of PPC advertising, and determine whether certain keywords or ad campaigns are more profitable. Exit pages/bounce rates – When a user exits or bounces from your website, they likely lost interest, did not find what they needed or sought to quit shopping with you and look elsewhere. Understanding where users are bouncing can help you narrow down the problem to a specific product, product characteristic (e.g., pricing), or maybe more evergreen content that turns users away. Site search keywords – What are users directly searching for in your site’s search bar? This can be a bit more qualitative of a measure, depending on scale, since smaller sample sizes may not illuminate trends. Consider why users are searching for these keywords, and what challenges they are facing. Clearly, they are not finding what they need from your site; is this a navigation issue, a content issue, or some other problem? You can also leverage site search to ideate around new content or keywords to rank for, since site search is a cue around interest. As you set up your data tracking, avoid falling into the trap of believing that there is one cause for any issues. More likely, you are seeing the convergence of several smaller issues that each need to be addressed separately. Sync With Your CRMs Many businesses have steps in their sales process that cannot be automatically measured in Google Analytics. In fact, unless you run an e-commerce website, some of the key actions towards making a purchase happen off-site. Think of a university where students can apply online (measurable in GA), but must have their application reviewed, work out their financial aid, etc. before actually enrolling (not measurable in GA). The same goes for many B2B or B2C services that generate leads via their website (measurable in GA) but provide a consultation and finalize their sale in person (not measurable in GA). Although these offline actions are not measurable in Google Analytics, they are still measurable. Businesses in this scenario should have details on their leads, and how many of those leads convert into customers, identifying which leads come through their website or other sources. Many CRMs like Salesforce and Hubspot offer integrations with Google Analytics. You can incorporate leads or sales data from your CRM into your reporting to help you better understand your bottom line. From plug-ins to API solutions, options are available to help connect your CRM to Google Analytics and attribute leads, and revenue to specific pages or campaigns. Such connections are worthwhile for better understanding the impact of your website. Graphic illustrating that qualified lead data is often missing in Google Analytics As discussed above, some of the most important steps in your sales process happen after the client leaves the website and becomes a lead. Qualifying the lead and making the sale happen later, but it’s key to tie these later steps back to your website activity to understand how much value the site is driving. Find ways to incorporate leads or sales data from your CRM into your reporting to understand the bottom line. Caveat Regarding Traffic Insights It’s also important to remember that more traffic does not always translate into more revenue. You can “do everything right” with your SEO and PPC work, and see increases in impressions, clicks, traffic, sessions, events, and even some goal completions, yet still not see increased e-commerce revenue. Perhaps the product is not meeting the wants and needs of your audience, or the user experience is not ideal, or you are attracting the wrong traffic (people who are not your target audience). If this is the case, the report will show that conversion rate optimization (CRO) is the issue, rather than a lack of traffic. Events and related metrics like cart abandonment may reveal where attrition occurs. Always consider all possible variables that may influence trends observed in your data, and then set up tests to measure each one. Getting The Most Out Of Google Analytics There is no single perfect metric. Every data type listed here illuminates a different aspect of website visibility and engagement, and must be considered holistically and over an appropriate amount of time. SEO reporting is not just about assessing the current state of your site but also about understanding the next critical steps to optimize your pages and their content. Data is your guide in your quest for maximum utility and visibility in front of your target audience. Carefully think through the purpose behind each data point you collect and how it connects to your target audience’s journey, and you can set yourself up for maximum success. Preparing For GA4 As you may have heard, Google Analytics will soon update from Universal Analytics, their previous data model, to Google Analytics 4, a newer method of tracking and reporting that focuses more on engagement metrics. Many of the principles above will still apply, but there will be subtle changes in the naming of metrics and which metrics/dimensions are available. Check back for updates related to this change. If you need help setting up your website for GA4 or are looking to learn more about your own site through SEO reporting, contact us today. | ||||||||||||||||||||||
16 | https://www.greenlanemarketing.com/bio/dylan-jones/ | the guy who wrote this | Dylan Jones - Digital Marketing, PPC and SEO Agency | Greenlane | Not specified | Meet Our Team Dylan Jones DylanDylan holds a BS from Utah State University in Marketing, focusing on Digital Marketing and Social Media. His love for learning and growth has given him a wealth of experience working with companies in various industries ranging from health & wellness to e-commerce, SaaS, and more. He specializes in the technical aspect of SEO. To Dylan, SEO is a board game with a constantly changing ruleset that you have to adapt to on the fly. The best SEO programs are built off of hard data with creative wrinkles that address the unique needs of each website. Anyone can follow best practices, but growth comes from uniqueness. While not working, you’ll probably find Dylan watching sports, playing tabletop & video games, or nerding out about professional wrestling. Meet the rest of our team These are the faces you’ll get to know very well. You might even forget they’re not part of your actual marketing team. | ||||||||||||||||||||||
17 | |||||||||||||||||||||||||||
18 | |||||||||||||||||||||||||||
19 | |||||||||||||||||||||||||||
20 | |||||||||||||||||||||||||||
21 | |||||||||||||||||||||||||||
22 | |||||||||||||||||||||||||||
23 | |||||||||||||||||||||||||||
24 | |||||||||||||||||||||||||||
25 | |||||||||||||||||||||||||||
26 | |||||||||||||||||||||||||||
27 | |||||||||||||||||||||||||||
28 | |||||||||||||||||||||||||||
29 | |||||||||||||||||||||||||||
30 | |||||||||||||||||||||||||||
31 | |||||||||||||||||||||||||||
32 | |||||||||||||||||||||||||||
33 | |||||||||||||||||||||||||||
34 | |||||||||||||||||||||||||||
35 | |||||||||||||||||||||||||||
36 | |||||||||||||||||||||||||||
37 | |||||||||||||||||||||||||||
38 | |||||||||||||||||||||||||||
39 | |||||||||||||||||||||||||||
40 | |||||||||||||||||||||||||||
41 | |||||||||||||||||||||||||||
42 | |||||||||||||||||||||||||||
43 | |||||||||||||||||||||||||||
44 | |||||||||||||||||||||||||||
45 | |||||||||||||||||||||||||||
46 | |||||||||||||||||||||||||||
47 | |||||||||||||||||||||||||||
48 | |||||||||||||||||||||||||||
49 | |||||||||||||||||||||||||||
50 | |||||||||||||||||||||||||||
51 | |||||||||||||||||||||||||||
52 | |||||||||||||||||||||||||||
53 | |||||||||||||||||||||||||||
54 | |||||||||||||||||||||||||||
55 | |||||||||||||||||||||||||||
56 | |||||||||||||||||||||||||||
57 | |||||||||||||||||||||||||||
58 | |||||||||||||||||||||||||||
59 | |||||||||||||||||||||||||||
60 | |||||||||||||||||||||||||||
61 | |||||||||||||||||||||||||||
62 | |||||||||||||||||||||||||||
63 | |||||||||||||||||||||||||||
64 | |||||||||||||||||||||||||||
65 | |||||||||||||||||||||||||||
66 | |||||||||||||||||||||||||||
67 | |||||||||||||||||||||||||||
68 | |||||||||||||||||||||||||||
69 | |||||||||||||||||||||||||||
70 | |||||||||||||||||||||||||||
71 | |||||||||||||||||||||||||||
72 | |||||||||||||||||||||||||||
73 | |||||||||||||||||||||||||||
74 | |||||||||||||||||||||||||||
75 | |||||||||||||||||||||||||||
76 | |||||||||||||||||||||||||||
77 | |||||||||||||||||||||||||||
78 | |||||||||||||||||||||||||||
79 | |||||||||||||||||||||||||||
80 | |||||||||||||||||||||||||||
81 | |||||||||||||||||||||||||||
82 | |||||||||||||||||||||||||||
83 | |||||||||||||||||||||||||||
84 | |||||||||||||||||||||||||||
85 | |||||||||||||||||||||||||||
86 | |||||||||||||||||||||||||||
87 | |||||||||||||||||||||||||||
88 | |||||||||||||||||||||||||||
89 | |||||||||||||||||||||||||||
90 | |||||||||||||||||||||||||||
91 | |||||||||||||||||||||||||||
92 | |||||||||||||||||||||||||||
93 | |||||||||||||||||||||||||||
94 | |||||||||||||||||||||||||||
95 | |||||||||||||||||||||||||||
96 | |||||||||||||||||||||||||||
97 | |||||||||||||||||||||||||||
98 | |||||||||||||||||||||||||||
99 | |||||||||||||||||||||||||||
100 | |||||||||||||||||||||||||||