I. Business Strategy II. Data & Analytics III. Privacy & Compliance IV. User Acquisition SEO: Technical Factors SEO: Content Development V. Maximizing Customer Value VI. Media Buying VII. Case Studies VIII. Additional Resources
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What it is If users can make purchases on your site, it’s important to know when this happens and who is making the transaction. Correct cross-domain tracking can be important here, but we also very strongly recommend ecommerce tracking. This means not only is the transaction recorded but also the amount and what was bought. […]
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Retargeting Retargeting (also known as remarketing) ads are shown to users who have visited the site before. In B2B, where provider choices are often high risk and business-critical, it’s rare for a visitor to convert on the first visit. Therefore, getting people to return to the site and take a second look should be considered […]
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Google Tag Manager (GTM) Implementing Google Tag Manager (GTM) is the recommended first step in building any best-in-class analytics ecosystem for your website. It provides a simple, extendable, and easy-to-manage means for implementing a range of analytics tools. These tools include Google Analytics, conversion tracking for social media advertising, heat mapping, scroll tracking, and session […]
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Channel Definition What it is Channel definitions define each source of incoming traffic in a way that makes sense for your business. Why it matters Accurate channel definitions and attribution is necessary to ensure the data you are receiving is correct and that any subsequent analysis yields useful insight for decision making. Failing to do […]
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What it is Straight out of the box, Google Analytics records pageviews and not much else. When a user interacts with content without changing the URL, this can be captured using an “event.” Events could include: File downloads, Clicking a link, Downloading a PDF, Submitting a form, Playing a video, etc. Why it matters Tracking […]
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Single Page Application What it is Single Page Apps are increasingly common, especially for highly interactive sites. Here different content is served through Javascript rather than HTML. Why it matters In single page app architecture, while it may look like there are different pages, they are (from a Google Analytics point of view) the same. […]
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What it is Although Google Tag Manager and Google Analytics do have some facility for scroll tracking (seeing how far down the page users get), this is one area where other packages do it better, more easily, and in a more robust way. We usually use Hotjar for scroll tracking and heatmapping. Hotjar can also […]
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Are my technical factors in good working order? Aside from identifying problems, there are a number of ways we can direct and inform search engines, telling them more about the structure of our site and how each page relates to the others. Often, conventional SEO companies are pushing a car uphill with the brakes still […]
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Canonical Tags What it is The rel=canonical pointer exists to tell search engines that one page is the child, duplicate, or near-duplicate of another. Examples might be category pages where order is not enforced like www.yoursite.com/tshirts/green and www.yoursite.com/green/t-shirts or minor variations on a page like www,yoursite.com/tshirts?sort_by_price. All SEO value accrues to the nominated parent page. […]
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