Recovering SEO traffic and rankings after a website redesign

My Post142.jpgAfter a review to confirm a drop in traffic, there are some typical problems (like redirects, missing pages and protocol and domain issues) that can be fixed to get your SEO back on track.

When building a new website, retaining and improving your SEO and organic traffic should be a key design goal. This requires a clear understanding of how SEO and website design work together and careful planning for the site migration. If everything is done correctly, you should retain (and improve) rankings and traffic.

Unfortunately, in the real world, this is often not what happens. The site launches. Organic traffic tanks. And then panic sets in. Unfortunately, I get a call like this every week. Most often from small business owners where the loss of organic traffic means that leads or sales slow down and put the business at risk.

It is important to realize that all is not lost and in the majority of cases, there are a few usual suspects to blame for the loss of traffic. In this article, I cover how to diagnose and recover traffic and rankings when a website design goes wrong.

Step 1 – Gathering Information
We don’t need a lot here but in an ideal world we would want the following:

  • Google Analytics
  • Google Search Console
  • Date of launch
  • Website URL
  • Historic or alternative URLs
  • Historic keyword rankings (if available)

Step 2 – Confirmation Read More

Why your Google Shopping strategy is failing and how to fix it

My Post141.jpgIf retailers are to make the most of their advertising budget, they need to take Google Shopping seriously rather than simply diverting budget from text ads to Shopping ads

Expert testing strategies for both low and high volume PPC accounts

My Post140.jpgTesting takes strategy no matter the account size, but low and high volume accounts have different needs. Amalia Fowler and Aaron Levy discussed testing from both perspectives at SMX East.

In a session at SMX East on testing in paid search accounts, speakers Amalia Fowler, account director at Snaptech Marketing, and Aaron Levy, director of paid search at Elite SEM, approached the topic from two polar perspectives: low volume accounts and enterprise-scale accounts. The juxtaposition made for engaging discussion.

Amalia Fowler on testing in low volume accounts

In discussing testing risks and challenges for low conversion volume accounts, Fowler stressed the need to be extra selective and strategic about what you test. She provided a template for a “What if” testing ideas spreadsheet in which teams can collaborate to capture what has been tested in the past, those results and ideas for future tests.

“We need to consider, what would happen if [the test] failed? Is the business going to be okay? Will stakeholders be okay with failure?” said Fowler. Importantly, she added, “We need a hypothesis for every test. That’s the guiding force for the entire testing process.”

Particularly for low volume accounts, it may be necessary to test across multiple campaigns or ad groups. Fowler also said she sometimes lowers the statistical confidence level for a test from 95 percent to 90 percent. Google Ads’ draft and experiments confidence level is 95 percent, she noted. “Define your minimum necessary data. And prepare other people to wait for tests to complete when you have low volume accounts,” she advised.

No matter the account volume, however, Fowler said, “Don’t wait until something is broken to start testing. Be proactive rather than reactive.” For more tips, see the full presentation below. – Read more

5 tips to reduce CPC in Google AdWords

My Post139.jpgRunning Google AdWords campaigns? 5 tips to reduce CPC while not damaging your AdRank, reach, conversions, and performance.

 

6 Ways to Set Up Funnels in Google Analytics

My Post138.jpgAnalyzing the customer journey is pivotal to conversion optimization.

But how do you track user journeys in a way that is digestible, visual, and useful?

With funnels, of course! Funnel tracking in Google Analytics is one of the best ways to identify—in detail—where you’re going wrong.

I’ll show you six funnel features in Google Analytics to boost your conversions by understanding where prospects falter in their journey.

But first, let’s define a Google Analytics funnel and explain why it matters.

What are Google Analytics funnels, and why are they important?
Website users take specific paths from start to finish, and every site has a goal for its visitors. Google Analytics funnels track this journey so that you can optimize your website and ensure visitors hit your goals.

For example, when prospects land on your homepage, you may want them to:

  • Navigate to the category page.
  • Visit a specific product page.
  • Add an item to their cart.
  • View their cart.
  • Make a purchase.
  • See the confirmation page.

By analyzing how visitors browse your site, you can optimize their experience. For example, a funnel analysis that shows a high exit rate on product category pages suggests that visitors aren’t finding what they want, which could be because product filtering is clunky or unhelpful.

Ultimately, your goal is to increase conversions. Analytics funnels help you home in on the exact stage in the journey that’s causing the most dropouts.

Before we proceed to the types of Google Analytics funnels, we need to understand the difference between strict and flexible funnels. – Read more

A Quick Guide For How to Set up a Remarketing Campaign in Adwords

My Post137.jpgDid you know that it costs five times more expensive to get new customers and clients than to get repeat orders?

Well, now you do.

The logic here is simple: the fact that they bought from you before makes it easier to convince them to purchase again.

For this to work, however, the previous customer must be compelled by your service for them to buy the second time around.

I say this because the same principles apply to people who have visited your site!

Instead of waiting for them to reach out to you, you can convince them to become leads faster.

It’s all about setting up a remarketing campaign in Google Adwords.

Why should I do Google Adwords remarketing in the first place?

Let’s face it:

Nothing in the world comes free. Not even the traffic that you get from Google.

You have to work for your site to get on the first page of Google. Effort costs money as well.

The same applies to Google Adwords remarketing – you pay Google to feature your site on the Google Display Network.

But compared to other marketing tactics, people are likely to convert through remarketing by 70%.

Also, the CTR of a remarketing ad is ten times higher than a regular display ad.

The fact that the person visited your site tremendously helps in the performance of remarketing ads.

As a form of display ads, it helps you cut down costs and get higher ROI.

For these reasons, remarketing ads are perfect if you want to make the most of your market. It is considered one of the basic marketing tactics for businesses in developing countries and economies.

But enough about why you should create a remarketing ad campaign. It’s time to discuss how! – Read More

How to Use Google Analytics to Boost Traffic

My Post136.jpgGoogle Analytics can be intimidating.

Maybe you’re one of those people who log in, see your website traffic stats and then leave — everything else is all too complicated to understand. If you are, you’re not alone. In fact, 80 percent of retailers are using Google Analytics incorrectly.
But don’t give up on Google Analytics just yet. Even though it might be overwhelming now, with just a few tips I can show you how to use Google Analytics to increase your website traffic by leaps and bounds. You don’t need to be a tech wiz to implement these strategies that will grow your website visitors from a minuscule amount into a gigantic crowd.
Get ready to learn how to use your website stats to your advantage, here’s how to use Google Analytics to boost traffic.

Look at SEO queries and landing page reports.

To identify “loopholes” in your website where you can increase organic traffic, you need to look at SEO queries and landing page reports. First, though, you need to connect Google Analytics with your Google Webmaster Tools account.
Once these two accounts are connected, you’ll be able to see the top SEO queries for your website that are getting the highest impressions on search engines. Although these results are getting high impressions, they may not be getting high click-through rates.
Look at the SEO report on Google Analytics to see keyword ranking, clicks, and impressions.

Read more

Google launches special Black Friday, Cyber Monday deals ad unit

My Post160.jpgHere’s how you can join the Google’s experiment to show offers at the top of the search results for Black Friday and Cyber Monday.

To help retail advertisers increase their exposure for their Black Friday and Cyber Monday deals this year, Google has launched a new experiment with promotion extensions in Google Ads.

What’s the experiment? Now through Nov. 27, Google may serve a specific Black Friday promotion ad format when people search for the following Black Friday and Cyber Monday related keywords and their variations: “black friday deals”, “black friday <product name> deals”, “black friday <company name> deals” and their variants.

The ads are powered by promotion extensions, which debuted around this time last year.

The ad unit, like the example below, will display at the top of the search results for English speaking users. Users will see a list of offers that link to each retailer’s website.
How to participate. It’s pretty easy to get in on this experiment. What’s less easy is guaranteeing your promotion will display in the list. There are really just two steps to getting started. – Read more

5 Useful SEO Insights You Can Learn from Google Analytics

My Post134.jpgYou can gain a tremendous amount of SEO and marketing insights from Google Analytics.

These helpful insights can help you to discover what opportunities exist for optimizing the overall performance of your site.

Ranging from engagement metric insights to conversion metrics and more, there is no shortage of knowledge to be gained.

Check out five of these actionable insights you can learn from Google Analytics and see how you may be able to apply them to improve your SEO.

1. Custom Segments

Custom segments have been a key feature of Google Analytics for a while, allowing you to see traffic by channel, visitors who completed goals, demographic data, and much more.

Custom segments can be created from almost any facet of user data, including time on site, visits to specific pages, visitors who completed a goal, visitors from a specific location and more.

Using segments helps you learn more about the users on your site and how they engage with it.

One insightful area to explore when determining additional segments to create is in the Audience tab of Google Analytics.

If you navigate to Audience > Interests > Overview, the Overview will display a high-level look at three interests reports:

  • Affinity Categories.
  • In-Market Segments.
  • Other Categories.

In the below example, you’ll see that almost 4 percent of visitors are Shoppers or Value Shoppers and almost 4 percent of users also work or have an interest in business marketing services. – Read more

Google Analytics – How to Fix Duplicate e-Commerce Transactions

My Post133.jpgAlthough Google Analytics is an amazing service that helps in tracking e-commerce, many times it counts a transaction more than once.

These duplicate transactions are caused because there is the possibility of logging the same transaction more than once. Such issues are to be addressed manually because Google Analytics doesn’t try to fix this error but considers a unique transaction more than once.

This error could lead to many problems such as seeing excessive number of transactions. It can also have an impact on e-commerce conversion rate, sales quantity, and revenue totals. In addition, it will show a higher average order value than it is in reality. All the issues will then lead to questioning the credibility of data, and with incorrect data, the probability of making bad decisions increases.

When Do Duplicate Transactions Occur?

Duplicate transactions can occur because of a myriad of reasons. The following are the most commons causes for a duplicate transaction:

  • Whenever a user revisits an e-commerce website through an emailed or bookmarked link
  • Whenever a user refreshes an e-commerce website
  • When a user browses to a different website, and then returns to the e-commerce website using the back button
  • When a user restores an e-commerce website from an incorrectly closed browser session or on a Smartphone

In a nutshell, such behavior by customers wherein they visit the same website multiple times is one of the major causes of duplicate transactions. Consequently, there will be a rise in the number of transactions because every time such websites are visited, they trigger an e-commerce script. The following examples can help to better understand that concept.

  • A user visits a website. They liked some items and made a purchase. They will be able to see the inventory of purchased items on a confirmation page. Now once they have completed their transaction, those users often receive an email thanking them for their purchase and providing them a link to view their order. If that link again redirects to the same confirmation page, then Google Analytics will track those visits also as a transaction.
  • A user bookmarks the confirmation page and views it again sometimes later. Google Analytics will again count this visit as a transaction.
    • Thus, using these methods, you can successfully de-duplicate identical transactions. And by fixing duplicate e-commerce transactions, which is the most common issue with e-commerce sites, you can prevent revenue from inflating and your attribution reports from being altered, thus protecting data integrity.

– Read more