A report on page speed revealed nearly 70% of consumers say a website’s loading time affects their willingness to buy.
Further, 81% of marketers are aware that page speed impacts their conversions, but the majority aren’t making it a priority.
About 73% of marketers think that improving page speed is either somewhat urgent or very urgent, although only 3% say improving page speed is their top priority in 2019.
This data is included in a 2019 report on page speed stats and trends from Unbounce, which is based on responses from 750 consumers and 395 marketers.
Most websites are too slow, according to the report, with the average page speed clocking in at 15 seconds.
That’s troublesome when you consider that half of visitors will leave if they’re forced to wait longer than 3 seconds. – Read more
The search giant appears to be conditioning searchers to use voice across all platforms.
Google has added a microphone to the Google.com search field on Android phones to enable mobile web voice search. It’s an interesting move given that users could already do voice search on the mobile web, with the Android keyboard microphone.
A new mic icon. Below are screens from Android on the left and the iPhone on the right, showing Google.com search results. The iPhone doesn’t show the mic, although the keyboard allows voice input. The search phrase is “what percentage of mobile queries are voice searches?”
Beyond the microphone icon inside the search box, the major difference — a significant one — is that users will hear a spoken response now with Android mobile web searches rather than simply get a set of “silent” results. This voice response may encourage people to undertake more searches while their eyes are occupied, such as when they are cooking or driving.
This may or may not technically be the Google Assistant in action. But for all practical purposes that’s how it appears. – Read more
Tweaking your keyword lists is like regular car maintenance: you have to do it, or else things stop running properly.
Evaluating and optimizing your lists on a regular basis keeps your content high up in search engine rankings.
However, keyword optimization is not always straightforward.
Google’s algorithms grow more sophisticated constantly, and your old bag of keyword tricks becomes less and less effective.
Still, keyword optimization is an essential part of any successful content marketing strategy – it’s just more nuanced now.
Best practices change from year to year based on Google’s changes and user habits.
This list will help you keep your content among the top results and bring in more visitors.
1. Map Your Keywords to the Buying Journey
Not every potential customer starts their journey with the exact product they want in mind — just like not everyone needs to do extensive research.
Your keywords should be targeting everyone whose interests match the content on your website. – Read more
15 seconds. The amount of time that most users spend on a website and the amount of time you have to capture your audience’s attention. So how do you know whether users are engaged, and what can you do to increase user engagement on your website?
Most marketers use Google Analytics to track the performance of their website overall, but not all are leveraging the data to glean insights into user engagement. The following metrics are key to benchmarking, tracking, and improving your website engagement. Here’s what they mean and what to do to increase engagement.
Average session duration
Think of a session as a visit. Average session duration is the average amount of time your visitors spend looking around your site. Each user can have multiple sessions or visits that all factor in, and so more frequent users will weigh more heavily when it comes to this metric. Industry experts have differing opinions on this, but anything above 1.5 minutes is considered a good average session duration.
Generally, sites with higher average session duration feature longer scrolling pages with interactivity throughout. Interaction can come in many forms, such as infographics that can be manipulated by the user, animated blocks of content, “lazy-loading” content that populates as you scroll down the page are just a few examples.
Average session duration is a broad metric that can give you a snapshot of your site’s engagement. Pairing it with the following metrics can shed more insight into what you might be able to do to increase time spent on your site. – Read more
Biddable media is highly technology-driven.
That’s why it’s so awesome, but also why it’s so confusing at times.
To really excel in this industry, you need to know what to ignore and what to pay attention to.
This is certainly the case when it comes to attribution.
In this post, I’d like to give you a helping hand in the filtering process, based on my own company’s research into this issue.
I’m going to focus on attribution from a paid search perspective. So naturally, I’ll be talking about attribution models within Google Ads, and Google Analytics.
I’ll also consider a few independent analytics companies’ approaches to attribution, and finally the newcomer, Facebook Attribution.
I am not attempting to seriously critique any of the software referred to in this post. My aim is to provide guidance on the right questions to ask about attribution this year. – Read more
An update on where Google’s AMP project stands today offers insight into whether it’s worth adopting for your own website right now.
Google’s mobile-first index has officially been unveiled and you may have received a notification from Google Search Console that some of your websites are officially being enrolled in the index.
The mobile first index takes precedence over Google’s traditional desktop index and will serve the most appropriate results based on the device being searched on.
This further incentivizes the need for webmasters to implement a fully responsive design that is personalized for users on any device.
Google has attempted to make this transition easier for webmasters by creating its open source initiative that leverages stripped down HTML files to create fast and mobile-friendly copies of webpages. These are referred to as Accelerated Mobile Pages (AMP), which are distinguished by a lightning bolt symbol in mobile search results. – read more
There’s no lack of data to track.
Marketers don’t struggle with not having enough data. They struggle to pull the insights from the data already provided.
To help guide you, let’s dive into the big picture of business conversion metrics to help you determine the best KPIs to track.
Revenue is the lifeblood of all businesses. It’s the total amount of money your business brings in. Your gross revenue is everything before expenses.
Revenue is the common thread that holds sales and marketing teams together. Raise your hand if you’ve heard the good ol’ saying, “Marketing doesn’t drive revenue. Sales does.”
When the marketing and sales teams align, it only benefits the bottom line.
How to track:
To track revenue, you can set-up ecommerce tracking in Google Analytics.
2. Conversion Rate
– Read more
The SEM landscape changes from year to year. Google Ads expert Felix Wenzel shares the trends he predicts for 2019.
Search engine marketing (SEM) has been a game-changing marketing tool for companies for the last ten years. But today, creating a simple ad is not enough to keep driving traffic to websites. Search has become so complex that it is prohibitively difficult for the average individual to create a successful search ad.
AdPoint Agency, a premier Google Partner, asked its resident expert and Managing Director, Felix Wenzel, how to build profitable SEM campaigns in 2019. A frequent coach to standing-room-only sessions at the Google Digital Garages in Hamburg, Germany during 2018, Felix outlines some key opportunities and challenges that he expects to see from Google Ads in 2019.
Smart Features – bring complications, but offer advantages
The update from Google AdWords to Google Ads brings many new features, including more automated and smart options, like Smart Campaigns, with new and updated tools integrated directly into the Google Marketing platform.
These updates have great potential but they could have both positive and negative effects for users. While the new features open up possibilities for professionals, these same features could confuse and discourage novice search advertisers. – Read More
Everything you need to know about attribution, including its benefits and limitations.
Understanding the steps a customer takes before converting can be just as valuable to marketers as the sale itself. Attribution models are used to assign credit to touchpoints in the customer journey.
For example, if a consumer bought an item after clicking on an display ad, it’s easy enough to credit that entire sale to that one display ad. But what if a consumer took a more complicated route to purchase? She might have initially clicked on the company’s display, then clicked on a social ad a week later, downloaded the company app, then visited the website from an organic search listing and and converted in-store using a coupon in the mobile app. These days, that’s a relatively simple path to conversion.
Attribution aims to help marketers get a better picture of when and how various marketing channels play contribute to conversion events. That information can then be used to inform future budget allocations.
Following are several of the most common attribution models.
- Last-click attribution. With this model, all the credit goes to the customer’s last touchpoint before converting. This one-touch model doesn’t take into consideration any other engagements the user may with the company’s marketing efforts leading up to that last engagement.
- First-click attribution. The other one-touch model, first-click attribution, gives 100 percent of the credit to the first action the customer took on their conversion journey. It ignores any subsequent engagements the customer may have had with other marketing efforts before converting.
- Linear attribution. This multi-touch attribution model gives equal credit to each touchpoint along the user’s path.
- Time decay attribution. This model gives the touchpoints that occured closer to the time of the conversion more credit than touchpoints further back in time. The closer in time to the event, the more credit a touchpoint receives.
- U-shaped attribution. The first and last engagement get the most credit and the rest is assigned equally to the touchpoints that occured in between. In Google Analytics, the first and last engagements are each given 40 percent of the credit and the other 20 percent is distributed equally across the middle interactions. – Read more
Are you experiencing a high bounce rate? If so, you’re not alone.
Many digital marketers face this same problem, which usually occurs because the website’s not doing what it’s supposed to do.
The fact is, a high bounce rate can indicate a problem, but not always.
For bounce rates that are a little higher than you’d like them to be, here are some points to remember and steps to follow to get your bounce rates back to manageable levels. – Read more