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Display Network Targeting for e-Commerce

Targeting options on the Google Display Network (GDN) have come a long way since Google first introduced contextual targeting. We review the range of targeting options now available and discuss best practices along the way. Keyword contextual targeting (KCT) Placement targeting User targeting Keyword contextual targeting (KCT) Keyword contextual targeting shows your ads alongside content related to the keywords you…

View-Through Conversions: Fact or Fiction?

View-through conversions are a controversial and hotly debated topic in Search. We make the case for and against view-through conversions, and suggest ways to report view-through conversions for your campaigns. In this post: How view-through conversions work Chance, not causation The value of display advertising The “true lift” in conversions View-through conversion tracking ROI calculations How view-through conversions work If…

Barack Obama’s Content Strategy

  Barack Obama’s blog was a powerful marketing platform for the 2012 presidential candidate – it helped raise funds, drive engagement and deliver a win. It was also an impressive publishing outlet in its own right, with close to 10 new posts every day. We review Barack Obama’s blog content strategy to draw insights for your own personal or corporate…

Introduction to 301 Redirects

A 301 redirect is a powerful way to tell search engines that a page on your site, or your entire domain, has permanently moved to a new address. A 301 will redirect users to the correct page, avoid 404 errors and help preserve your search engine rankings. In this post, we discuss: When to use a 301 redirect Benefits of…

How to Test your Website for Different Browser Sizes

Growth in mobile traffic and the fragmentation of devices has made it harder then ever to deliver a consistent user experience. If content that matters is pushed out-of-sight, your conversion rates could take a turn for the worst. Here’s how to test your website for different browser sizes. Browser-size analysis with Google Analytics You can now use Google Analytics to…

A “Hub and Spoke” SEO Content Strategy

It’s common knowledge that the “long tail” is where the bulk of searches lie. However, connecting with users searching across the incredibly diverse web of search phrases can be a challenge. Solutions exist in the form of user generated content, content management systems and more. This post discusses an approach that I have used with some success. A hub and…

How to Check 301 Redirects

If you’ve just set up a 301 redirect, it’s always a good idea to check all is working as expected. These free online tools allow you to do just that: Google Webmaster Tools: the “Fetch as Googlebot” application in Webmaster Tools will show browser response headers for any page you submit. The following should appear if your redirect is successful:…

Underscores vs. Dashes in URLs

Should you use an underscore or a dash in URLs? And should you care? This debate crops up time and time again within the SEO community. In attempt to clear the air, we looked into what Google said on the subject and scanned up to 3,000 search results for evidence. What Google says This is Google’s most recent post on…

Boost your CTR with Ownership Symbols

Copyright and Trademark symbols are important communicators. Use them in your ad text to protect brand identity and increase authority. They are also known to capture people’s attention and increase click through rates. Adding copyright and trademark symbols can be tricky if you’re unfamiliar with keyboard shortcuts. Use the following shortcuts to create symbols in your text editor, content management…

How to Fix the Like Button Bug: fb_xd_fragment

A bug in Facebook’s new JavaScript SDK – the plaform behind XFBML versions of the Like button and other social plugins – could damage your search engine rankings, play havoc with your website analytics and user experience. This post explains how the bug operates and suggests simple steps to resolve it. What is fb_xd_fragment? How to fix your SEO How…