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KPIs & Metrics That Matter For Digital Marketing Success In 2022

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KPIs & Metrics That Matter For Digital Marketing Success In 2022

KPIs and metrics not providing you with much insight?

Are you skipping measurements because they take so much time?

Getting the data and evidence you need to make intelligent decisions and identify issues before they harm your business truly is possible.

On January 26, I moderated a sponsored webinar presented by Jonathan Laberge, Partner at SmartBI/Reptile for CallRail.

Laberge showed how the proper KPIs & metrics can be used to take advantage of new opportunities for your business.

Here is a quick recap of the webinar. For more details, complete the form to access the entire webinar.

There Are 2 Types Of Metrics

Key Performance Indicators (KPIs) measure results, and you can divide them into two types:

  • Vanity Metrics.
  • Actionable Metrics.

What Are Vanity Metrics?

Vanity metrics make you and your campaigns look good.

These are impressions, ad views, and website traffic, for example.

But do they tell you if you’re meeting your business goals?

[Find Out] Instantly access this webinar →

What Are Actionable Metrics?

Actionable metrics are KPIs that have a tangible impact on the objectives of your business.

They should give you a number that you can use to take action and plan out what you need to do next.

Actionable metrics make it possible to predict the success of your marketing strategies.

For example, knowing what it costs to get a new client creates predictability in your business.

With this information, you can determine how much profit you can expect and how much action you can take.

Examples Of Vanity Metrics & Actionable Metrics 

Trying to increase sales? Your KPIs would be:

Vanity Metrics

Actionable Metrics

Pageviews Customer Acquisition cost
Bounce rate Leads generated from your newsletter strategy
Number of newsletter subscribers Website conversion rate
Number of likes Engagement rate

[Learn Your True, Actionable Metrics] Instantly access this webinar →

How To Establish KPIs

Now that you know which metrics make an impact, it’s time to establish your goals, or KPIs.

Every year, business objectives can change. Therefore, consider your goals’ impact on the business when establishing KPIs.

Follow these key steps when creating KPIs:

Step 1: Establish your business objectives.

Step 2: Confirm the channels best suited to meet your objectives.

Step 3: Keep acting on it.

[Find Out What This Means] Instantly access this webinar →

Step 4: Validate the quality of what you’re measuring.

Applying KPIs On A Specific Channel: Call Tracking

According to Sales Insights Lab, 41.2% of salespeople use their phones as their most effective sales tool.

So if you’re a B2B company, one important metric to measure is call tracking.

Knowing what drives those calls is crucial.

Call tracking can help you:

  • Develop a trustworthy and valuable channel.
  • Get data with no significant technological change.
  • Gather data on the source of calls online & offline.
  • Drill down to keywords for final attribution.
  • Record calls for constant improvement.
  • Measure ROI.

What Metrics To Measure During Call Tracking

If you are a business that relies on phone calls to drive sales, you’ll want to measure:

  • Number of calls.
  • What page(s) generated calls.
  • New vs. returning callers.
  • Call length.
  • Answered calls.
  • Missed calls.
  • Call relevance.
  • Region.
  • Source channel.
  • Campaign.
  • KPIs in time.
SmartBi, January 2022

[Set the right KPIs] Instantly access this webinar →

How To Create Impact With KPIs

Analyze the data and interpret it to determine how you will achieve your goals.

But what if the numbers you see aren’t so good?

What can you do to create an impact?

Revisit your strategies around:

  • Aimed client base.
  • Channels used.
  • Moments of contact.
  • Message used.
  • Content/keyword strategy in regards to these elements.

Once you’ve done that, here is what you need to do if your KPIs are all low:

1. Validate With The Client Base.

Ask the people who didn’t purchase your product or service why they did not.

2. Determine Volume By Channel, Behavior, Related Keywords & Analyze Phone Calls.

Think about your client’s journey before they buy your stuff. Understand the flow of events before they get to your service.

3. A/B Test Times & Messages To Cross-Reference With KPIs.

See what works with your KPIs.

If you’re not failing, you’re not trying.

[Accomplish Your Goals With KPIs] Instantly access this webinar →

Today, tracking metrics is more than doable.

It’s not a question of how you track them – it’s a question of what you track that impacts your business most.

[Slides] KPIs & Metrics That Matter For Digital Marketing Success In 2022

Here is the presentation:

KPIs & Metrics That Matter For Digital Marketing Success In 2022 from Search Engine Journal

Join Us for Our Next Webinar!

Paid Search In A Cookieless World: Are You Ready?

The end of the cookie is drawing nearer, and Google will soon become an impenetrable walled garden for marketers who fail to adapt.

Learn how to leverage paid search, overcome the great cookie problem, and future-proof your marketing in our next webinar on February 9 at 2 p.m. ET.


Image Credits

Featured Image: Paulo Bobita/Search Engine Journal




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Attain Superior Growth & ROI With Organic & Paid Tips

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Holistic Search 2.0: Optimizing and Measuring Organic and Paid Performance

Silos don’t cut it anymore. User journeys are too complex for you to view and track channels separately.

To improve your campaign performance, you need a holistic view of your marketing activities and how they intertwine. This is especially true for organic and paid search strategies. 

You need to be front and center with your ideal customers at multiple touchpoints, including active interactions and passive awareness. An ideal marketing strategy has paid and organic campaigns working in tandem, and it’s becoming harder to succeed without doing both.

If you’re looking to drive quality growth in your own campaigns, iQuanti can help.

Join us live on July 24 as we delve into this intricate relationship between organic and paid search channels. You’ll get actionable insights for measuring success to maximize their combined potential.

You’ll gain a comprehensive, data-driven understanding of how to measure, analyze, and optimize holistic search marketing efforts, ensuring sustainable growth and superior ROI for your business.

You’ll walk away with:

  • Integrated Metrics and KPIs: Learn how to define and track key metrics to capture the performance of your organic and paid search campaigns, so you can make informed strategic decisions that work.
  • Attribution Models: You’ll see firsthand how strong attribution models are crucial to understanding your customers’ journeys, allowing you to identify influential touchpoints and allocate budget effectively for maximum ROI.
  • Optimization Strategies: You’ve gathered data from your campaigns…now what? Take the data and leverage it to further optimize your paid and organic search campaigns, increasing conversions along the way.

Shaubhik Ray, Senior Director of Digital Analytics Solutions at iQuanti is an expert at crafting holistic search strategies to reach more of your ideal audiences at relevant stages in their journeys. Now, he’s ready to share his insights with you.

You’ll walk away equipped with the knowledge and tools necessary to execute a combined organic and paid strategy that improves the performance of each channel.  You’ll gain data-driven insights on how to align a combined strategy with business goals and lead your organization to success.

Sign up now and prepare to maximize the potential of combining your organic and paid campaigns.

At the end of the presentation, you’ll get a chance to ask Shaubhik your burning questions in our live Q&A, so be sure to attend.

And if you can’t make it that day, register here and we’ll send you a recording following the webinar. 

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Screaming Frog SEO Spider Version 20.0: AI-Powered Features

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What’s New with Screaming Frog SEO Spider 20.0?

For SEO experts, our toolkit is crucial. It’s how we make sure we can quickly and effectively assess how well our websites are performing. Using the best tools can put you way ahead of other SEOs. One example (and one tool I’ve personally been using for years) is Screaming FrogIt’s a powerful, straightforward, and insightful website crawler tool that’s indispensable for finding technical issues on your website.

And the good news is that it keeps getting better. Screaming Frog just released its 20th major version of the software, which includes new features based on feedback from SEO professionals.

Here are the main updates:

  1. Custom JavaScript Snippets
  2. Mobile Usability
  3. N-Grams Analysis
  4. Aggregated Anchor Text
  5. Carbon Footprint & Rating

Custom JavaScript Snippets

One of the standout features in this release is the ability to execute custom JavaScript snippets during a crawl. This functionality expands the horizons for data manipulation and API communication, offering unprecedented flexibility.

Use Cases:

  • Data Extraction and Manipulation: Gather specific data points or modify the DOM to suit your needs.
  • API Communication: Integrate with APIs like OpenAI’s ChatGPT from within the SEO Spider.

Setting Up Custom JS Snippets:

  • Navigate to `Config > Custom > Custom JavaScript`.
  • Click ‘Add’ to create a new snippet or ‘Add from Library’ to select from preset snippets.

setting up custom JS snippets screamingfrog 20setting up custom JS snippets screamingfrog 20

  • Ensure JavaScript rendering mode is set via `Config > Spider > Rendering`.

Crawl with ChatGPT:

  • Leverage the `(ChatGPT) Template` snippet, add your OpenAI API key and tailor the prompt to your needs.
  • Follow our tutorial on ‘How To Crawl With ChatGPT’ for more detailed guidance.

Sharing Your Snippets:

  • Export/import snippet libraries as JSON files to share with colleagues.
  • Remember to remove sensitive data such as API keys before sharing.

Introducing Custom JavaScript Snippets to Screaming Frog SEO Spider version 20.0 significantly enhances the tool’s flexibility and power. Whether you’re generating dynamic content, interacting with external APIs, or conducting complex page manipulations, these snippets open a world of possibilities. 

Mobile Usability

In today’s mobile-first world, ensuring a seamless mobile user experience is imperative. Version 20.0 introduces extensive mobile usability audits through Lighthouse integration. 

With an ever-increasing number of users accessing websites via mobile devices, ensuring a seamless mobile experience is crucial. Google’s mobile-first indexing highlights the importance of mobile usability, which directly impacts your site’s rankings and user experience.

 Mobile Usability Features:

  • New Mobile Tab: This tab includes filters for regular mobile usability issues such as viewport settings, tap target sizes, content sizing, and more.
  • Granular Issue Details: Detailed data on mobile usability issues can be explored in the ‘Lighthouse Details’ tab.
  • Bulk Export Capability: Export comprehensive mobile usability reports via `Reports > Mobile`.

Setup:

  • Connect to the PSI API through `Config > API Access > PSI` or run Lighthouse locally.

Example Use Cases:

  • Identify pages where content does not fit within the viewport.
  • Flag and correct small tap targets and illegible font sizes.

mobile usability analysis on screamingfrog 20mobile usability analysis on screamingfrog 20

With these new features, Screaming Frog SEO Spider version 20.0 streamlines the process of auditing mobile usability, making it more efficient and comprehensive. By integrating with Google Lighthouse, both via the PSI API and local runs, the tool provides extensive insights into the mobile performance of your website. Addressing these issues not only enhances user experience but also improves your site’s SEO performance.

N-grams Analysis

N-grams analysis is a powerful new feature that allows users to analyze phrase frequency across web pages. This can greatly enhance on-page SEO efforts and internal linking strategies.

Setting Up N-grams:

  • Activate HTML storage by enabling ‘Store HTML’ or ‘Store Rendered HTML’ under `Config > Spider > Extraction`.
  • View the N-grams in the lower N-grams tab.

n-grams analysis on screamingfrog 20n-grams analysis on screamingfrog 20

Example Use Cases:

  • Improving Keyword Usage: Adjust content based on the frequency of targeted N-grams.
  • Optimizing Internal Links: Use N-grams to identify unlinked keywords and create new internal links.

Internal Linking Opportunities:

The N-grams feature provides a nuanced method for discovering internal linking opportunities, which can significantly enhance your SEO strategy and site navigation.

The introduction of N-grams analysis in Screaming Frog SEO Spider version 20 provides a tool for deep content analysis and optimization. By understanding the frequency and distribution of phrases within your content, you can significantly improve your on-page SEO and internal linking strategies.

Aggregated Anchor Text

Effective anchor text management is essential for internal linking and overall SEO performance. The aggregated anchor text feature in version 20.0 provides clear insights into how anchor texts are used across your site.

Using Aggregated Anchor Text:

  • Navigate to the ‘Inlinks’ or ‘Outlinks’ tab.
  • Utilize the new ‘Anchors’ filters to see aggregated views of anchor text usage.

aggregated anchor text report on screamingfrog 20aggregated anchor text report on screamingfrog 20

Practical Benefits:

  • Anchor Text Diversity: Ensure a natural distribution of anchor texts to avoid over-optimization.
  • Descriptive Linking: Replace generic texts like “click here” with keyword-rich alternatives.

The aggregated anchor text feature provides powerful insights into your internal link structure and optimization opportunities. This feature is essential if you are looking to enhance your site’s internal linking strategy for better keyword relevance, user experience, and search engine performance.

Aligning with digital sustainability trends, Screaming Frog SEO Spider version 20.0 includes features to measure and optimize your website’s carbon footprint.

Key Features:

  • Automatic CO2 Calculation: The SEO Spider now calculates carbon emissions for each page using the CO2.js library.
  • Carbon Rating: Each URL receives a rating based on its emissions, derived from the Sustainable Web Design Model.
  • High Carbon Rating Identification: Pages with high emissions are flagged in the ‘Validation’ tab.

Practical Applications:

  • Resource Optimization: Identify and optimize high-emission resources.
  • Sustainable Practices: Implement changes such as compressing images, reducing script sizes, and using green hosting solutions.

The integration of carbon footprint calculations in Screaming Frog SEO Spider signifies a growing recognition of digital sustainability. As more businesses adopt these practices, we can collectively reduce the environmental impact of the web while driving performance and user satisfaction.

Other Updates

In addition to major features, version 20.0 includes numerous smaller updates and bug fixes that enhance functionality and user experience.

Rich Result Validation Enhancements:

  • Split Google Rich Result validation errors from Schema.org.
  • New filters and columns provide detailed insights into rich result triggers and errors.

Enhanced File Types and Filters:

  • Internal and external filters include new file types such as Media, Fonts, and XML.

Website Archiving:

  • A new option to archive entire websites during a crawl is available under `Config > Spider > Rendering > JS`.

Viewport and Screenshot Configuration:

  • Customize viewport and screenshot sizes to fit different audit needs.

API Auto Connect:

  • Automatically connect APIs on start, making the setup process more seamless.

Resource Over 15MB Filter:

  • A new validation filter flags resources over 15MB, which is crucial for performance optimization.

Page Text Export:

  • Export all visible page text through the new `Bulk Export > Web > All Page Text` option.

Lighthouse Details Tab:

  • The ‘PageSpeed Details’ tab has been renamed ‘Lighthouse Details’ to reflect its expanded role.

HTML Content Type Configuration:

  • An ‘Assume Pages are HTML’ option helps accurately classify pages without explicit content types.

Bug Fixes and Performance Improvements:

  • Numerous small updates and fixes enhance stability and reliability. 

Screaming Frog SEO Spider version 20.0 is a comprehensive update packed with innovative features and enhancements that cater to the evolving needs of SEO professionals like us. From advanced data extraction capabilities with Custom JavaScript Snippets to environmental sustainability with Carbon Footprint and Rating, this release sets a new benchmark in SEO auditing tools.

Key Takeaway

Add this to your toolbox, or update to version 20 to explore the rich array of new features from Screaming Frog to optimize your website’s SEO, usability, and sustainability. It’s a no-fuss tool with tons of features that will help you stay ahead of your competitors, and ensure your websites perform optimally in terms of user experience and search engine visibility.

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Google Simplifies Adding Shipping & Return Policies For Online Stores

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woman online shopper affixes a barcode sticker to a cardboard box, marking it for return and refund

Google introduces Search Console feature for online stores to easily manage shipping and return policies.

  • Google now allows online stores to manage shipping and return policies via Search Console.
  • This simplifies providing vital information to customers.
  • The feature can potentially boost sales for retailers.

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