Getting clicks is great, but it’s way more important to know what happens after you get those clicks. That’s why I was so excited last month when my employer, Google, announced a deeper integration between Search Console and Google Analytics (GA). It’s a big win for inbound marketers of all shapes and sizes. But I, alas, am not an inbound marketer. Paid search is my bread and butter. Not wanting to miss out on the data-joining goodness of this new set of reports, I want to go through the cool new things you can do with Search Console reports in GA, and how you can steal organic search insights and apply them to your paid search campaigns. 1. Find out what organic’s doing to drive lots and lots of traffic (even if it’s unengaged traffic) From an organic perspective, you can isolate landing pages that generate lots of impressions and a high click-through rate, but that also have crummy GA engagement metrics. In this case, the organic takeaway is … [Read more...] about Five insights your paid search team should be stealing from organic
Insight learning definition
A key challenge when working on what we could term “large-scale” PPC accounts is efficiency. There will always be more that you could do if given an unlimited amount of time to build out and optimize an AdWords campaign; therefore, the trick is managing priorities and being efficient with your time. In this post, I will talk about how concepts from machine learning could potentially be applied to help with the efficiency part. I’ll use keyword categorization as an example. To paraphrase Steve Jobs, a computer is like “a bicycle for the mind.” The generally understood meaning of this statement is that, in the same way a bike can increase the efficiency of human-powered locomotion, computers can increase human mental productivity and output. With the existentialism out of the way, let’s get to something tangible — We’ll explore here how relevant/valuable it could be to try and automate the process of placing new key phrases into an existing … [Read more...] about Machine learning for large-scale SEM accounts
With so many business structure possibilities, it can be particularly complicated to consolidate content across departments, especially if it’s created in isolation. Internal structure can therefore dictate content efficiency, and decentralized structures can, in turn, spawn duplicate, overlapping or conflicting content. What is cannibalization? Cannibalization is a term coined by the digital community to refer to internal content duplication and its effect on market search performance. What do we mean by content? Anything that’s crawled and indexed by search engines: landing pages, blogs, rich media, PDFs and so on. While it’s impossible not to have some crossover in search theming, displaying largely similar content across your digital real estate can have a detrimental effect on your market share and bottom line. As each piece of internal content fights to be seen for the same search query, overall visibility is impacted, and any domains affected see an overall … [Read more...] about Can company structure spawn cannibalization? Most definitely.
In May of 2011, a team of 20-25 highly trained Special Forces troops landed in the middle of the night in a town outside Islamabad. They flew in undetected, and used their countless hours of training to take down the world's most ruthless terrorist, Osama Bin Laden. They were SEALs, and the world finally got a close up view of what the most elite fighting team in the world could accomplish. Even before that point, I became fascinated with Navy SEALs, and the rigors of SEAL training. Think about this statistic for a second. Only 15% of those trying to become SEALs actually make it through the training. That's right, the training is so rigorous, so mentally tough, so physically extreme, that even the most athletic, strongest, and toughest trainees drop out. That statistic is insane, but makes complete sense, when you think about what SEALs must do on a regular basis. They jump out of planes at 20K feet, with oxygen masks on, dropping in behind enemy lines, to complete dangerous missions … [Read more...] about Operation FrogLogic: How a Navy SEAL Would Tackle SEO [Insights from Navy SEAL Dave Rutherford]
On February 19th DDMA & IAB Nederland hosted their second annual Friends of Search event in Amsterdam, following a very successful Epic Friends of Search last year. I had a great time, and decided to reach out to some of the speakers for a followup epic event review. This was the biggest search event held in the Netherlands with 350 attendees and sold out a month before the event. It was also very successful on Twitter with over 731 tweets from the attendees using the #FOS15 hashtag which also reinforces the impact of having a simple conference hashtag if you want engagement. There was also 198 awesome photos the DDMA team had taken during the event that you can view here. The Friends of Search team even produced a fun little event review summary clip with some of the highlights from the FOS15 event, which is also a great teaser for their 2016 event. [youtube https://www.youtube.com/watch?v=q0DQi2U7CXk&w=560&h=315] There were a number of great speakers and six of them took … [Read more...] about Exclusive Insight From 6 Speakers