Prof T's SEO and Analytics Blog

 Google Analytics is a robust platform that allows companies, large and small, to draw insights and data on their customers from which to better optimize marketing at no cost. From goals, to reports, to segmenting, to Google Search Console and Google Trends, the Google platform is nimble and fairly comprehensive- a great value for ROI when a company isn’t spending anything for these insights! However, Google Analytics has its drawbacks, which competitors have recognized and turned into competitive alternatives to Google Analytics. Some alternatives can replace Google Analytics altogether, while others provide a useful complement to Google Analytics reporting. This blog post will investigate some of the drawbacks to Google Analytics and take a look at a platform that can help complement Google Analytics to round out a full digital portfolio that will help inform and inspire more efficient action. Drawbacks to Google Analytics As Tietbohl (2022) states “the reality is that all ...

 By: Allison Akers This blog post is the second in a series. In the first blog post we defined the categories of metrics within Google Analytics and took a look at the visitor characterization category. Need a recap? Check out the first post here . While the new visitors metric is important to track, the visitor characterization category is more than just measuring new visitors. Returning users is also a key metric that can provide valuable insight for a company. New vs Returning Visitors In the prior blog post we learned that a new visitor is defined by Tietbohl (2022) as the “number of unique visitors with activity including a first-ever visit to a site during a reporting period.” Hotjar (n.d.) notes that:  “according to Google’s tracking snippet; returning users have visited your site before. When someone views your website, Google’s tracking snippet looks for a tracking cookie on their device: -If the cookie is not present, Google creates one and considers this...

By: Allison Akers Google Analytics pulls metrics for company websites in the aggregate, segmented as a subset, or as a single visitor (Tietbohl, 2022). Once the analyst decides which representation to consider for their insight, the metrics can be broken down by categories. These metrics categories are: • Foundational, • Visit characterization, • Visitor characterization, • Engagement, and • Conversion (Tietbohl, 2022). For the purpose of this blog post we will look at the category of visitor characterization. You will learn which metrics fall in the category of visitor characterization, how the metric is calculated, and how this metric is used in a real-world example to provide insight for a company. Visitor Characterization- What Is It? The visitor characterization category includes metrics such as new visitor, returning visitor, repeat visitor, visits per visitor, recency, and frequency (Tietbohl, 2022). These analytics can prove useful for determining whether your marketi...

Hi Class, Here is a short and sweet article featured in SEJ. While it is short, it is highly impactful. I especially like that it highlights the superior websites and that content with "purpose and substance" will be required. To me, this makes a great deal of sense. Here is the link: https://www.searchenginejournal.com/b2b-marketing-trends/344732/#close Prof. T Here is the full reference: Kesler, A. (2020, January 24). 7 B2B Marketing Trends to Embrace in 2020. Retrieved from:  https://www.searchenginejournal.com/b2b-marketing-trends/344732/#close

Here is a great B2B article in cmo.com on lead generation for 2018. Education is essential and critical...yes, format is also important, but must also match the needs of the prospect: http://www.cmo.com/opinion/articles/2017/12/18/5-b2b-leadgeneration-trends-that-will-take-off-in-2018.html#gs.TwxG_nY