How to Optimize your Web Analytics Process

Having frequently been involved with the web analytics process I have noticed some consistent issues with web analytics both from an agency and in house perspective. I am not talking about data quality or even vendor selection, I am talking about how web analytics strategically fits in within an organization.

Analytics is not a priority: In many cases web analytics is often an afterthought and is not implemented during a site launch or during a sponsored/email campaign. Web Analytics needs to be given more priority and should be thought of before any marketing campaigns are implemented so that you can actually [...]

Strategy Spotting: How to tell when you find one

The difference between tactics and strategy can be monumental in the success of any marketing, and search is no exception. So, what are the telltale signs of a strategy? How can you tell when you’re dealing with a basketful of tactics rather than a well thought out strategic plan? Here are some things to look for:
 
Strategies are immutable.
 
They remain constant, and so are expansive enough to accommodate the inevitable tactical shifts that will be required. Strategies provide bearings for the team involved, providing a navigation point that everyone can refer too. Napoleon was one of the best military strategists [...]

Think you’re Strategic? Think Again.

 It’s one of the banes of this industry that we often use the words “strategies” and “tactics” interchangeably. Conferences that fly the strategy banner offer a deep dive into multiple tactical tracks. Sessions that promise cutting edge strategies in fact deliver tactics. Now, I have nothing against tactics. The right tactic can be a beautiful thing, when it’s used to execute on a strategy. But they’re not the same thing.
 
The Dingoes ate my Strategy
 
I went off on this topic at the recent SMX in Sydney. I was asked to present at a session that offered out-of-the-box PPC tactics. I hijacked [...]

How to Develop a Stronger Search Marketing Training Program

Recently I have been involved in creating a search marketing training program which some very clear objectives: help new search marketing strategists get up to speed quicker, allow them to work on billable client work sooner/more efficiently and get them prepared to participate in high-level brainstorming strategies. As much as I can teach the new strategists, I have learned it’s as important to learn from them to continually tweak and improve the program. Below I have outlined 3 steps to creating a stronger search marketing training program.
 

Constantly Reading, Sucks: Providing course material to your trainees is important but don’t overload [...]

Making a New World Up as We Go

The frequent flier blitzkrieg continues. This week’s stop, Sydney, Australia for SMX. In the opening keynote, Danny Sullivan asked Google’s Marissa Mayer what keeps her at Google. Her answer was that there are just too many really interesting, really hard questions still to be answered. She likened it to the world of scientific discovery and pegged the current state of search and online as analogous to the 15th or 16th century. Sir Isaac Newton has just discovered gravity.
From a timeline perspective, I think Marissa’s analogy works. There’s no doubt we’re at the early stages of something, but what that something [...]

The SEO Dangers of Website Re-Design: Enquiro Retro Post

The SEO Dangers of Website Re-Design: Enquiro Retro Post
We have been getting a lot of questions about website redesigns lately.  Specifically as a site re-design relates to SEO and improving website usability with a website re-design.  Many people are unaware of the "dangers" that you can place on your website when performing a site re-design that is not planned out.  You must be aware of potential SEO issues when you plan a website re-design.  As a result of the numerous questions that we have received recently, we have decided to visit our vaults for past articles that we have written [...]

Wireless in Waikiki

Having just dragged my butt off a beach in Hawaii, my mind has not fully settled itself back in the search groove. But I did come to a realization in between snorkeling (highly recommended) and hiking the Na Pali coast in Kauai (even more highly recommended). Mobile is going to change our lives in amazing ways.
I’ve visited this topic before, but this time, in addition to my beautiful wife and two charming daughters, I traveled with a new companion, a brand new HTC TyTN II with an unlimited data plan. While this may sound “ho-hum” to you Americans, unlimited data [...]