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Showing posts from February 7, 2018

How to set up ecommerce tracking in Google Analytics

Even though most web professionals and marketers know about Google Analytics, not many understand how they can fully unlock all the power of this free analytics software.If you have an ecommerce website, you can harness Google Analytics to track your transactions, see online traffic sources, and provide detailed analytical data to help establish the path to maximum ROI.All it takes is a few simple steps to get started. This guide will help you to get set up with tracking your ecommerce site in Google Analytics.Getting started with Google AnalyticsFirst, start by setting up a primary Google account. You can create a Gmail ID that is unconnected to your personal email accounts if you don’t already have one. Always remember that keeping personal and business accounts separate makes managing them easier in the long run.Alternatively, you can make use of a Google Analytics Demo account.Done creating a new Gmail account? Now, it’s time to connect it to the Analytics account.Visit Google Ana…

The rise of Answer Engine Optimization: Why voice search matters

Search engine optimization, better known as SEO, has been around since the 1990s.More than two decades later, we still talk about optimizing for the likes of Google and Bing as ‘SEO’. The tactics may have evolved, the landscape may have changed, but the overarching principles remain the same – right?According to Chee Lo, Head of SEO at Trustpilot, and Jason Barnard, SEO consultant at, search engine optimization is no longer the only game in town.In a recent webinar, the two experts explained how the rise of voice search is transforming search engines into “answer engines”, which require a different strategy and set of ingredients for success. This strategy has come to be known as AEO, or “answer engine optimization”.So how does AEO differ from the time-tested discipline of SEO? Why is it important? And how can SEOs go about optimizing for answer engines?What is answer engine optimization?Many of us in the industry have noted and commented on the shift by search engines, p…

The new advertising industrial complex is here — for now

Despite the amazing growth of the stock market in 2017, several sectors of the American economy had a cataclysmically bad year.The poster child for this decline is traditional retail: things like clothing stores, department stores, malls and toy stores. Bloomberg reported more than 7,000 physical stores closed in 2017, and analysts expect 2018 will be even worse.As Bloomberg notes: “… and this comes when there’s sky-high consumer confidence, unemployment is historically low, and the US economy keeps growing. Those are normally all ingredients for a retail boom, yet more chains are filing for bankruptcy and rated distressed than during the financial crisis.”Traditional media companies also failed to benefit from the booming market. Check out the stock performance of the leading traditional media companies: Disney peaked in 2015, CBS peaked in March 2017, Viacom is down more than 50 percent from its 2014 high, and Fox has steadily dropped since a late 2014 spike.One of the main reasons …

The need for speed: Google dedicates engineering team to accelerate development of WordPress ecosystem

Google has invested heavily in shaping the architecture of the web, working with developers, the open-source community and the SEO community to ensure adoption of technologies and practices as part of its mission “to contribute to the prevalence of a healthy, flourishing, and vibrant web.”Most recently, Google has partnered with open-source content management system (CMS) WordPress, arguably the largest, with market share nearing 59 percent and an estimated 1/3 of all web content published through the platform — including our three publications.[Read the full article on Search Engine Land.]

via Marketing Land

How to create content to support local SEO and rock the rankings

The rise of mobile search has led to many changes in SEO, but none more dramatic than the area of local search.By now, most of us are familiar with the Google update known as Pigeon. Launched in 2014, it allowed greater search visibility for local directories, which helped local search engine optimization (SEO) establish a foothold. With mobile usage surpassing desktop and Google reporting more than one-third of mobile searches local related, it’s no wonder local SEO has become an important part of an SEO’s overall strategy.[Read the full article on Search Engine Land.]

via Marketing Land

Marketing Day: Blockmetry’s GDPR-friendly software, mobile app trends & omnichannel marketing

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:Twitter loses its AR, VR head Alessandro Sabatelli
Feb 6, 2018 by Tim Peterson
The former Apple designer had joined Twitter less than two years ago.Blockmetry launches its GDPR-friendly web traffic software
Feb 6, 2018 by Barry Levine
Developed by a former Google engineer, it can’t be blocked by analytics blockers, and so can show 100% of a site’s traffic.Innovid, Xumo offer ‘first addressable ad overlays on Net-based linear TV’
Feb 6, 2018 by Barry Levine
The format opens up new possibilities for non-interrupting, contextual ads on OTT TV.Four new search trends in mobile app discovery
Feb 5, 2018 by Brian Solis
Consumers are searching for helpful apps and downloading what best meets their needs. Contributor Brian Solis discusses what you can do to be sure it’s your app they discover and download.We’ve got omnichannel all wrong
Feb 5, 2018 by L…

With 54% of comScore 1000 publishers adopting ads.txt, OpenX says it will start banning unauthorized inventory

New numbers from ad exchange OpenX further point to deepening adoption of ads.txt and changing programmatic practices.OpenX reports that 54 percent of the comScore 1000 had implemented ads.txt on their sites by mid-January. That’s up from 7 percent in August, when ads.txt adoption was slow to scale. The analysis by OpenX focuses on the largest publishers, with adoption monitored by its own crawler.With critical mass achieved, OpenX is instituting a ban from its exchange on all reseller inventory that is not authorized in a publisher’s ads.txt file. OpenX says it will begin implementing the new compliance requirement in the coming weeks, and by the end of Q1, all unauthorized reseller traffic will be blocked from sites that have implemented ads.txt files. Many buyers and DSPs have said they will no longer buy unauthorized inventory. As of October 2017, Google’s DoubleClick Bid Manager began transacting only on inventory from authorized sellers in publishers’ ads.txt files when availabl…