CBPO

Analytics

How to harness RankBrain for ecommerce websites

January 3, 2023 No Comments

How to harness RankBrain for ecommerce websites

30-second summary:

  • Let’s make this clear, RankBrain is not a Google algorithm, it is a component of Google’s Hummingbird algorithm
  • RankBrain is a powerful AI-based system that helps Google understand search queries better and generate more accurate results
  • If you want to break through the clutter of 12+ million ecommerce websites, marketers need to understand and align with Google’s RankBrain-driven search algorithm
  • This step-by-step guide will help you make RankBrain work in favor of your ecommerce website’s search visibility

Lack of search engine visibility is one of the top reasons ecommerce businesses fail. And it is understandable why.

Data shows that 38 percent of an ecommerce store’s traffic comes through organic sources. When an ecommerce website fails to rise in the search results, it loses touch with a massive chunk of its prospects. And with around 12 to 24 million ecommerce websites out there, disappearing in the search results and failing to interact with the audience means losing to vicious competition.

Attempting to rank higher, on the other hand, means understanding and aligning with Google’s RankBrain-driven search algorithm.

For relevance between search queries and results, Google uses RankBrain to rank websites. Any seller who wishes to rank high and gain exposure must optimize their ecommerce store for RankBrain. But how do you get about harnessing RankBrain for ecommerce?

What is RankBrain?

Google is very secretive about how its algorithms work, so we have little information about what RankBrain is.

But from what we do know, RankBrain is a powerful AI-based system that helps Google understand search queries better and generate more accurate results.

RankBrain helps Google understand the pattern in user search and browsing behavior. With this understanding, Google uncovers the intent behind a search and generates results that are conceptually and contextually relevant to the search.

From the example below, we searched for “Edison” in Google. Now, it could have been the city of Edison in New Jersey. But Google must have known most people who search “Edison” are looking for information on Thomas Edison, and hence generated results accordingly.

Example of the search term Edison in Google and how RankBrain works

This is courtesy of RankBrain.

RankBrain is exceptionally accurate at matching search queries with results. In fact, it outperformed Google’s experts by 10 percent in doing that.

Google now uses RankBrain in all of its search queries. Therefore, it is critical for any ecommerce store looking for search visibility to optimize for RankBrain.

Before moving forward, it is essential to note that RankBrain is not a Google algorithm. It is a component of Google’s Hummingbird algorithm.

Now since that’s out of the way, let’s go ahead and talk about how you can optimize your ecommerce store for RankBrain.

How to optimize and make the most of RankBrain for ecommerce stores

Optimizing for RankBrain involves no rocket science. Here’s how you can do it:

1. Rethink your keyword research

If you are still optimizing your ecommerce store around one primary keyword, please stop. The search engine world has evolved far beyond that.

Yes, keywords are still relevant. But Google no longer uses exact-match keywords to find relevance.

You can see how the search query and keywords in the top search results differ:

use keyword clusters to optimize and harness rankbrain for ecommerce websites

Therefore, identify a core keyword and brainstorm other similar keyword ideas around it.

For example, when optimizing your crockery ecommerce store, your main keyword may be imported china crockery, but Google may also associate words like “imported plates” and “China sweet bowls” with your primary keyword.

Additionally, consider including medium-tail keywords. According to digital marketing maestro Shane Barker, medium-tail keywords are the perfect choice when optimizing for RankBrain.

Also, don’t forget question-based keywords. According to research, almost 8 percent of all search queries are questions.

Given that Google processes billions of search queries daily, 8 percent would form an appreciable number of questions.

Therefore, search for and include question-based keywords.

Finally, remember it’s no longer about keyword density. Optimization is all about user experience. Therefore, include keywords in a way that doesn’t disrupt the flow of the content. 

2. Create in-depth and quality content

RankBrain is big on user experience. This is why it gives extra weight to well-written content that offers value to the users.

So, first, identify your target audience’s struggles, and figure out their unasked questions and unsolved problems. And then create detailed content around it.

For example, you have realized your prospects are keen on learning about laptops. You have a topic on hand. Now, you can create a long-form blog or an ebook explaining all the types of laptops, what makes them good and bad, and how they can choose the right laptop for themselves.

Also, keep your readers in mind when creating this content and ensure that the style and language align with their preferences.

Keep your tone conversational. Write like you talk so the readers can feel a human-to-human connection and stay longer on the page, demonstrating satisfaction – something the RankBrain rewards.

3. Work on increasing your CTR

CTR is another indicator of user satisfaction. Google uses a quality-score algorithm. And CTR is an integral part of the quality score.

Activating featured snippets may help since listings containing featured snippets are reported to have 2x higher CTR than those without featured snippets.

When running an ecommerce store, you can use rich snippets to display your product’s reviews or your catalog and price.

Branding may also help increase CTR.

88 percent of customers say authenticity is critical when deciding what brands they want to support.

Therefore, invest in building your brand authority. Generating clicks will become much easier when prospects recognize and trust your brand.

Imagine searching for “running shoes” and coming across two listings, one of Nike and another of an unknown seller. Which one would you click? Nike, most likely because it is a trusted and recognized brand.

4. Focus on user intent and search intent

User intent is defined as the goal or intention of a user behind entering a search term into a search engine.

Imagine you have driven traffic to your ecommerce store. How are you confident that the traffic is here for shopping and not simply browsing?

This is where user or search intent comes into play.

To get more leads and generate more revenue, you have to focus more on the commercial and transactional intent of the user.

Your website ranks higher if you are using intent-specific words.

These transactional intent keywords often include the words discount, buy, deal, promo codes, coupons, cheapest, and purchase.

Thus, you are directed to the right customers using these transactional keywords.

5. Increase dwell time. Decrease bounce rate.

RankBrain collects information about user satisfaction and assigns ranks based on that.

When a user enters your website and leaves quickly, RankBrain thinks your website isn’t satisfactory enough for the user. And hence, your website may suffer in ranking.

As opposed to that, if a user visits your website and stays back for a long time, this tells RankBrain how users are satisfied with what you have on your website. Consequently, you may be rewarded.

This is why you must work on increasing your website’s dwell time and decreasing bounce rate. Here are some ways you can do that:

Work on site navigation

Site navigation is the process of clicking and looking through the pages of a website. It is a collection of user interface components and it helps customers to flow from one page of a website to another easily.

Simple site navigation allows the user to complete the task in less time. This increases the user experience as the user encounters fewer confusions related to the website.

Simple site navigation also allows search engines to crawl your website more easily and effectively.

Content

Effective content designing and formatting increases users’ engagement on a website and positively impacts the experience. According to a survey, 66 percent users prefer to interact with “beautifully designed” content.

User-friendly layout

Layout design and text size on a website can improve or disrupt the user experience. User-friendly layout of a website can be attained by using images and videos, organizing and formatting content interactively, and adding links to other related content.

User-friendly layout can also be achieved by adding related graphics, CTAs throughout the site and using clear headers.

Website structure

Website structure defines the arrangement of your site’s content, its design, and the way the pages are related to one another. A good website structure has various elements including taxonomies, internal links, breadcrumbs, navigation, and schema.

The most popular type of website structure is the hierarchical structure. This type of structure is useful for websites having a large amount of data. As ecommerce websites have a large amount of data, the hierarchical structure makes it easy for search engines to crawl your website. Thus it becomes easier for your website to be indexed.

website structure example to harness rankbrain for ecommerce websites

Website load speed

Website load speed is the time it takes for your website to load as well as the time it takes for search engines to crawl your website.

Customers prefer fast-loading websites. This is why improving your website load speed enhances your user experience. 

More importantly, website load speed is a search engine ranking factor. Google uses it to judge a website’s UX while determining its rank.

Therefore, optimizing your website’s load speed is critical when enhancing your ecommerce store. 

Some of the methods to reduce website load speed are improving server response time, reducing redirects, and enabling compression for CSS, HTML, and JavaScript files.

Internal links

Internal links help users navigate from one page on your website to the other, keeping them on the site for longer and prolonging dwell time. 

So, build a solid internal linking structure and make sure to link only relevant pages with one another. 

High-quality product images and include product details

Since you are optimizing an ecommerce site, use clear product photos and include as many details as you can about your products to keep the customers on your website for longer. 

Conclusion

With the advent of Machine Learning and advanced SEO techniques, avoiding new marketing technologies can drastically harm your ecommerce business.

RankBrain is a machine learning (AI) algorithm that Google uses to sort search results. It also helps Google process and understands search queries. RankBrain understands the user intent and provides relevant search results.

RankBrain will only increase in popularity with time and become even more crucial for ecommerce store optimization. Working to get yourself acquainted with RankBrain today will help you run your ecommerce store more successfully in the future. So, start now to foster your long-term success.


Atul Jindal is a web design and marketing specialist. He has worked on website/app optimization for SEO with a core focus on conversion optimization. He creates web experiences that bring conversations and transform web traffic into paying customers or leads.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

The post How to harness RankBrain for ecommerce websites appeared first on Search Engine Watch.

Search Engine Watch


Turning data into results with data-driven attribution

December 24, 2022 No Comments

Showcasing how Mercedes-Benz Germany increased performance with data-driven attribution, and introducing new ways to see success with this model.
Google Analytics Blog


Google market pulse for search marketers

December 20, 2022 No Comments

Google market pulse for search marketers

30-second summary:

  • Google is always testing new spots on the page for SERP components
  • In simple terms, the #1 position in organic or paid ads does not guarantee that your paid ad listing will be visible without scrolling
  • Organic position #1 reported by Google Search Console is not the actual position 1 on page
  • A lot of anomalies and assumptions impact your paid and organic clicks – is there a smart way to counter this problem?
  • Leading advisor and performance marketing expert, Prasanna Dhungel unravels four key insights marketers to maximize performance marketing initiatives in 2023

Over the last two decades, Google’s search engine results page (SERP) has evolved a lot. The Google SERP, which once only had organic listings now features dynamic paid ads and other organic SERP components as well.

Currently, Google SERP has many organic features like –

  • People also ask (PAA),
  • Popular products,
  • featured snippets,
  • Google MAP,
  • image packs,
  • videos,
  • Tweets, and many more that I believe we are just scratching the surface of

Paid features currently seen on Google SERP are –

  • Shopping ads,
  • text ads, and
  • MAP local search ads

These are some paid features advertisers should not ignore if they want to build better advertising and content strategies for maximum search marketing ROI.

Monitor Emerging and Contracting SERP trends search marketers can use to boost their search strategy

Google varies the composition of SERP by keyword, geography, time of day, and device. Google is testing new spots on the page for SERP components. What does all this mean, you may ask? In simple terms, the #1 position in organic or paid ads does not guarantee that your listing will be visible without scrolling. It means that an organic position #1 reported by Google Search Console is not actual position 1 on the page. So, you have a much lower CTR than you expect, and all these impact your paid and organic clicks.

People Also Ask results across industries and products

With this dynamic nature of SERP, search marketers must understand the SERP landscape and their brand’s true rank on Google vs competition. This view will enable search marketers to deploy the right paid and SEO tactics to maximize visibility and clicks.

Based on my experience and understanding of the dynamic SERP, here are four key insights marketers should focus on to maximize their performance marketing initiatives.

1. Analyze the composition of SERP for your keywords

Marketers must understand SERP features visible for their keywords. The graph below suggests that along with organic, SERP features like PAA and popular products are taking significant real estate for “apparel” and “accessories” keywords. Search marketers that are not targeting these components will miss acquiring customers in different stages of their buying journey that are clicking on People Also Ask.

SERP-Presence

2. Monitor emerging and contracting SERP features

Marketers must understand new SERP features that have appeared and are getting popular for their keyword traffic. This helps develop a long-term advertising and content plan that targets popular SERP features.

In the last quarter, we identified Map Local Search Ads and App Install (in mobile devices) SERP features appearing in the “apparel” and “accessories” keywords. We saw growth in the popularity of PAA and popular products across many keyword groups.

Monitor Emerging and Contracting SERP trends search marketers can use to boost their search strategy

3. Keep track of above-the-fold SERP features

Understanding the SERP features visible above-the-fold real estate is critical. These insights will help marketers understand the dynamics of rising and falling SERP click-through rates. You may wonder why the clicks are declining even though your average position reported on Google Reports is improving. Such questions can be answered with true ad position in SERP.

As shown in the below graph, the usual organic component in this keyword landscape has lower above-the-fold coverage compared to SERP features like PAA and popular products.

Insights like these help marketers understand the fastest gateway to the first page above the fold position. Marketers can build a holistic search strategy to correctly allocate their search marketing budget across organic and paid SERP features.

Monitor Emerging and Contracting SERP trends search marketers can use to boost their search strategy

4. Monitor competitor’s through SERP features

Google is an ultra-competitive channel. You have many domains appear on Google SERP from aggregators to publishers to actual competitors of your business model. To build the right marketing tactics -it is imperative to understand the top domains by SERP features, their competitive tactics, and the SERP landscape changes.

From planning link building to acquiring secondary traffic to improving authority score to crafting advertising and content strategies – SERP-driven insights like these help you maximize search advertising performance.

Track and monitor Leaders-by-SERP-feature

Additionally, monitoring your top emerging competitors’ tactics across SERP formats allows you to timely optimize your advertising campaigns. As shown in the graph below, Amazon has tremendously improved its Google Shopping Ads Share of Voice from May to July 2022.

When brands like this are heavily advertising in a category, marketers will need to advertise products in categories Amazon is not aggressively pushing and come back when Amazon advertising slows down.

Time your search ads based on historical trends to optimize performance

Conclusion

Google is increasingly sharing less data. Google ad data doesn’t show advertisers which low impressions may be appearing and creeping up on your CPCs. Google search console data doesn’t show true rank, and the organic rank shared isn’t representative of the actual location on the page.

Going into 2023, it is imperative for search marketers to use SERP-driven insights to gain an edge in their performance marketing campaigns.


Prasanna Dhungel co-founded and runs GrowByData, which powers performance marketing for leading brands such as Crocs and top agencies like Merkle. GrowByData offers marketing intelligence for search, marketplace, and product management to win new revenue, boost marketing performance and manage brand compliance.

Prasanna also advises executives, board & investors on data strategy, growth, and product. He has advised leading firms such as Melinda & Bill Gates Foundation, Athena Health, and Apellis Pharma.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

The post Google market pulse for search marketers appeared first on Search Engine Watch.

Search Engine Watch


6 Reasons Why Your GA4 Reports Might Be Wrong

December 17, 2022 No Comments
  1. Missing Tags – This is the most common error of wrong data.  This generally happens when new pages are added or the existing pages are redesigned/recoded and the developer forgets to include the tags.  Make sure all of your pages are tagged with Google Analytics code.  You can use a tool like GAChecker, to verify if the Google Analytics tags are missing on any pages of your site.
  2. Mistagged Pages – Incorrect implementation or double tagging leads to wrong data in Google Analytics.  Double tagging results in increased page views and a low bounce rate. If your bounce rate is lower than 20% then that’s the first thing you should check.
  3. Location of GA Tags – Placing the tag towards the bottom of the page could result in no data, particularly for users with slow connections or pages that are slow to load.  This happens when a user tries to load a page and clicks on another link before the first page is loaded. Since the Google Analytics tag is towards the bottom of the page, it might not get a chance to execute.  To avoid this issue, put your Google Analytics JavaScript in the <head> section of the page.
  4. Incorrect Filters – Wrong Filters can mess up the data and distort the view.  Always create an unfiltered view so that you have the correct data to fall back on.
  5. Tags Not Firing Properly – This can happen when your page(s) have JavaScript errors.  A JavaScript error on any part of the page can result in an error in Google Analytics code. Verify the JavaScript on your site to make sure there are no errors.
  6. Sampling – Sampling happens on highly trafficked sites. Sampling in Google Analytics is the practice of selecting a subset of data from your traffic and reporting on the trends available in that sample set.  For most purposes, this might not be a non-issue however it can be of concern in eCommerce sites where sampling can (will) result in wrong sales figures.   You can get more information about GA sampling on “How Sampling Works“.

Posted in: Implementation

GA Premium


How to Filter out Bots and Spiders from Google Analytics

December 13, 2022 No Comments

A common misconception is that Google Analytics or any other JavaScript-based Web Analytics solution filters out Spiders and Bots automatically.  This was true till few years ago because most of the spiders and bots were not capable of executing JavaScript and hence were never captured by JavaScript-based Web Analytics solutions. As shown in 4 reasons why your bounce rate might be wrong, these days bots and spiders can execute JavaScript and hence are showing up in your Web Analytics reports.

Google Analytics has released a new feature that will let you filter out known spiders and bots.  Here are few things to keep in mind

  1. The data will only filter spiders and bots from the day you enable this setting. It won’t be allied to the data already processed.
  2. Since this will filter out bots, you might notice a drop in your visits, page views etc.

Here are the steps to filter out Spiders and Bots

  1. Go to the Admin section of your Google Analytics report
  2. Click  “View” section and choose the right report view
  3. Click  on “ View Settings” (see image 1 below)
  4. Check the box under “Bot Filtering” which says “Exclude all hits from known bots and spiders” (see image 2 below)
  5. Click “Save” button at the bottom and you are done.

GA Premium


How to Exclude Internal Traffic from Google Analytics when Internal IP Address is Dynamic

December 10, 2022 No Comments

Google Analytics has a build in filter that allows you to traffic from an IP address. It works fine when you have a static IP but when the IP is dynamic is does not work (If you are not familiar with how IP filtering works then I will write about it later). In this post I will explain how to exclude internal traffic using a method other than IP address

Use Custom Filter

Custom filter allows to exclude traffic by Cookie Content set via setVar.

To exclude traffic from dynamic IP addresses, you can use a JavaScript function to set a cookie on all internal computers and browsers. You’ll then need to create a filter to exclude any traffic that has that cookie set.

How to exclude traffic by cookie:

  1. Create a new page on your site that sets the Custom Variable (User Defined) value in a cookie. The way you do is as follows<body onLoad=”javascript: _gaq.push([‘_setVar’, ‘Exclude’]);”> – Note this code is in addition to your Google Analytics tracking code on your page
  2.  Let’s call this page do-not-track-me.html
  3.  Visit http://www.yourdomian.com/do-not-track-me.html page from all computers and browsers that you would like to exclude the traffic from i.e. all your internal computers and browsers. (Once set, you can check this value by looking at _utmv cookie on your computer)
  4. Create an Exclude filter to remove data from visitors with this customer variable value:

Filter Type: Custom filter > Exclude
Filter Field: User Defined
Filter Pattern: Exclude
Case Sensitive: No

Note: If at any point you override the cookie or delete the cookie, your traffic will no longer be excluded.

GA Premium


How do you hire an SEO manager?

December 6, 2022 No Comments

How do you hire an SEO manager

30-second summary:

  • Business leaders struggle to hire SEO managers, and often wonder if they need one
  • SEO visibility is key to business success and is hard to increase your customer base and sales
  • SEO is a great contributor to brand growth and essentially needs the right mindset
  • This is a checklist to help you hire the right fit for your business

If you’re looking to improve your website’s search engine ranking, you may be wondering how to go about hiring an SEO manager. It can be a daunting task, but with the right information, it can be more straightforward than you think.

In this article, we will discuss some of the things you should consider when hiring an SEO manager. We’ll also provide some tips on how to make sure your team works well together and gets the most out of your SEO manager.

Why hire an SEO manager?

Without an SEO manager, it’s often difficult to know where to start when it comes to improving your website’s search engine visibility. And without valuable organic traffic, it’s hard to increase your customer base and sales. SEO can be a big contributor to brand growth.

An SEO manager can help you identify the best strategies for improving your website’s search presence. They will also be able to monitor overall performance, spot potential improvement opportunities, and create effective tactics to get the best results from your website’s content.

This includes conducting keyword research and creating SEO content, optimizing existing website pages, analyzing traffic sources, managing link-building campaigns, monitoring search engine performance, and regularly reporting on the progress of organic traffic. An SEO manager will ensure that your business sees SEO progress much more quickly.

What responsibilities does an SEO manager have?

The primary responsibility of an SEO manager is to ensure that your website ranks as high as possible in search engine results (not just Google, but Bing, and Amazon too).

If you’re not on the first page of Google for your most important keywords, you’re missing huge sales opportunities. This is particularly true for ecommerce SEO, where a poorly-performing website and SEO strategy can literally be the difference between a thriving business and bankruptcy.

It is crucial to hire an SEO manager who understands all aspects of SEO, including technical SEO, content-related tasks, analytics tracking, website performance, and link building.

They should have the ability to assess the current health of a website, developing plans to improve ranking in organic search results. The successful candidate should also be able to track and analyze performance metrics, such as click-through rates, conversion rates, and bounce rates.

What characteristics make a good SEO manager?

When looking for an SEO manager, you’ll want to find someone who is knowledgeable in the field, has good communication skills, is a self-starter, and can work independently.

Personality traits are key too. The person should be creative, persistent, and have a passion for problem-solving. They should also have good organizational skills and the ability to prioritize tasks.

It is important that the SEO manager you hire is a team player, and can take direction from upper management. Having the ability to build relationships with stakeholders and clients is also essential.

The importance of project management

Project management skills are essential for an SEO manager as they will need to coordinate activities between multiple teams and departments, manage timelines and budgets, and report on project progress.

Without good project management skills, an SEO manager will struggle to get results and could cause delays in achieving desired outcomes.

How can you ensure that your team gels well?

The key to creating a successful SEO team is finding people with complementary skills who work well together. This involves looking for individuals who have experience in different aspects of digital marketing, such as content writing, web design, and analytics.

You don’t want to hire a team of people who are all experts in the same field, as this will limit your team’s ability to think creatively and come up with innovative ideas.

It is also important to ensure that your SEO manager has good interpersonal skills. Having an open-door policy where everyone can easily communicate with each other is essential. This will help build trust between team members and ensure everyone is on the same page.

Having an open dialogue between all team members will also be crucial. This will ensure their feedback and input on how best to optimize the content or improve strategies.

Ideas for welcoming and onboarding your new hire

This could include creating an onboarding checklist, setting up regular meetings, assigning tasks to the team members, and scheduling time for team-building activities. Do make sure your SEO manager has face time with key leads from across the business to get a strong understanding of the business and its needs. This pays off in the long run.

Hiring in-house vs SEO outsourcing

When it comes to deciding if you should hire an in-house SEO manager, outsource the work to an SEO agency, or simply get a freelancer – you need to gauge the pros and cons.

Hiring in-house may be more expensive but can provide a greater level of control and allows for closer collaboration with the team. You totally own your processes and have granular input on everything.

On the other hand, outsourcing to an agency or freelance professional may be more cost-effective and can provide specialized skills that are not available in-house. Many SEO providers will offer types of monthly SEO packages, which make costs predictable and controllable. And depending on the terms of a contract, you likely have the freedom to cancel whenever you like. This can be much less hassle than employing someone ­– a poorly-performing employee, which can be more troublesome to resolve.

  Hiring in-house Hiring an SEO agency or freelancer
Pros • Greater control and collaboration

• Easier to monitor progress

• Assign tasks quickly

• Affordable

• Access to specialized skills

• High level of expertise and experience

Cons • Can be more expensive

• Limited experience level

• Can be difficult to find the right candidate

 

• Lack of control over the process

• Communication can be more difficult

• Accountability can be less clear

Interview questions to ask your potential SEO manager

When interviewing a potential SEO manager, you should ask some specific questions to make sure they are the right fit. These can include questions about their experience with SEO, how they stay up-to-date on algorithm changes, and what strategies they would use to improve your website’s ranking.

Example starter questions

  • What experience do you have with SEO?
  • How do you stay up to date on algorithm changes?
  • What strategies would you use to improve our website’s ranking?
  • How would you optimize our content for search engine visibility?
  • What kind of link-building tactics do you employ?
  • What do you consider to be the most important SEO trends?

Common mistakes to avoid when hiring a new candidate

When hiring an SEO manager, there are some common mistakes you should avoid:

Not understanding the responsibilities of an SEO Manager

It is vital you have a clear idea of what the job entails and that the candidate has the relevant skills for the position.

Not considering the team’s current culture

When bringing someone new onto your team it is important to consider how they will fit in with existing colleagues.

Not asking enough questions during interviews

Make sure you ask any potential candidates about their experience and qualifications, as well as their ability to work with the team and manage client relationships.

Not setting clear goals for the role

Setting clear expectations will ensure that everyone is on the same page from the outset and that any targets are achievable.

Not agreeing on a budget

Before you start your search, make sure to set a realistic budget for this role. This will help you determine how much you can afford to pay, and what kind of person is best suited to the job.

Not conducting background checks

Background checks are important when hiring an SEO manager as they will provide insight into their past experience and any qualifications they may have. It’s also a good way to make sure that there are no discrepancies in their resume.

FAQ

Q: How do I find an SEO manager?

A: You can look for SEO managers on job boards, or hire a freelancer or agency. Make sure to ask them questions about their experience and qualifications, as well as their ability to work with the team and manage client relationships.

Q: What should I look for in an SEO manager?

A: A good SEO manager should have experience with SEO, and up-to-date knowledge of algorithm changes and strategies to improve a website’s ranking. They should also be able to optimize content for search engine visibility, employ link-building tactics and keep track of the latest SEO trends.

Q: How much does it cost to hire an SEO manager?

A: The cost of hiring an SEO manager will depend on the level of experience, skills, and services required. Generally, in-house managers can be more expensive than agencies or freelance professionals. It’s important to set a realistic budget before you start your search.

Q: Is it a good idea to hire an SEO manager overseas to work remotely?

A: This depends on the situation. Hiring a remote SEO manager can be beneficial if they are highly experienced and able to deliver results, however, communication and accountability can be more challenging with remote workers. It’s important to weigh up the pros and cons before making your final decision. There may also be legal or compliance issues when employing internationally.

Closing thoughts

Finding the right SEO manager is an important step in ensuring your website’s success. Make sure to ask potential candidates plenty of questions and take into account their skills, experience, and ability to fit into the team culture before making a decision. Consider both the benefits and disadvantages of hiring an in-house employee or outsourcing to an agency or freelancer, and don’t forget to set a budget. With the right candidate on board, you’ll be well on your way to achieving long-term SEO success.


Joe Dawson is Director of strategic growth agency Creative.onl, based in the UK. He can be found on Twitter @jdwn.

Subscribe to the Search Engine Watch newsletter for insights on SEO, the search landscape, search marketing, digital marketing, leadership, podcasts, and more.

Join the conversation with us on LinkedIn and Twitter.

The post How do you hire an SEO manager? appeared first on Search Engine Watch.

Search Engine Watch


How to Track Outbound Links in Google Analytics

December 3, 2022 No Comments

Outbound links can be tracked as Events in Google Analytics

Event tracking requires

  1. Calling trackEvent function
  2. trackEvent function can take up to 5 parameters, of those 2 are required

What are those parameters for trackEvent function

  1. category (required)The name you supply for the group of objects you want to track. It can be anything but be consistent with whatever you decide to use.I suggest using “Outbound Links”  for outbound link tracking
  2. action (required)A name for the type of user interaction for that event.  But again you can use anything you like e.g. “Click”,“Partner Link Click” or whatever makes sense for your business.I suggest that if you have different categories of link then use the category name that defines those links.
  3. label (optional)A string to provide additional description for that event.I suggest using the actual name of the links e.g. gapremium.com, google.com etc.
  4. value (optional)An integer that you can use to provide numerical data about the user event.You can leave this value in case of outbound links or use 1 unless you want to give more weights to certain links.
  5. non-interaction (optional)Boolean value, set as true or falsetrue= not a valid interaction, count it as a bouncefalse = considered a valid interaction (default)If you DO NOT set this value then an outbound click will be considered as a valid interaction thus WON’T BE COUNTED in BOUNCE RATE.Suggestion: Since you really do want people to click on outbound links, set this value to true e.g. it is a valid hit and not a bounce.

[adsense]

How to call it?

_gaq.push([_trackEvent(category, action, label, value, noninteraction));

Example:

_gaq.push([‘_trackEvent’, ‘Outbound Links’, ‘Partner Links’, ‘gapremium.com’, 1, true]);

 <a href=”http://www.gapremium.com” onClick=”_gaq.push([‘_trackEvent’, ‘Outbound Links’, ‘Partner Links’, ‘gapremium.com’, 1, true]);”>gapremium.com</a>

in this case gapremium.com is the external site.

GA Premium


Real Time Analytics in Google Analytics

November 26, 2022 No Comments

What is Real Time Analytics

Real time Anaytics  in Google Analytics provides you a view of what is currently going on your site.  Current version of Google Analytics has 3 set of reports that it shows real time data for

  1. Location – Location of current visitors on your site
  2. Traffic Sources – It shows you the list of referral and keywords for the visitors currently on our sites
  3. Content – List of pages that the visitors are currently viewing

How To Get This Report

All the users of Google Analytics Latest version have this report enabled. So if you are using old version of Google Analytics, just switch to the new version and you will have this report.  It is under “Home” tab (see image below).

Uses of Real Time Analytics

[adsense]

Few cases where you might want to (or be tempted to) use Real-Time Analytics

  • You launched a new campaign e.g. paid search, email newsletter, TV ad , and would like to see how people are reacting to those campaigns.
  • You added new promotions on your site and want to see how visitors are reacting to those promotions, so that you can tweak those promotions in real time.
  • You added new stories, links etc. and want to see if anybody is clicking on them so that you can make some changes based on instant feedback. I can see the usefulness of this feature for news and media sites.
  • You made some technical changes e.g. changed tracking code and want to see if those pages are being recorded in Google Analytics. Real time reports can serve as QA tools.
  • You launched a new feature on your site, launched a video, deployed a new game and would like to know if your visitors are using it or not.

GA Premium


How to Add AddThis Analytics in Google Analytics?

November 22, 2022 No Comments

AddThis is social share widget that allows your visitors to easily share your content with others via email, social networks etc.

Add this has it’s own analytics that allows you to see what social share option e.g. Facebook, email, etc are visitors using. However, since you are already using Google Analytics, won’t it be nice if you can see your reports right within you Google Analytics reports.  That’s exactly what AddThis and Google Analytics integration does.

Add Google Analytics AddThis Integration

You don’t need anything fancy in Google Analytics.

  1. Create an account at AddThis
  2. Get your code
  3. Add following lines of code within your add this code
  4. <script type=”text/javascript”>
    var addthis_config = {
    data_ga_property: ‘UA-XXXXXXX-X’,
    data_ga_social : true
    };
    </script>

Here is full sample code:

<!– Google Analytics BEGIN –>
<script type=”text/javascript”>
var _gaq = _gaq || [];
_gaq.push([‘_setAccount’, ‘UA-xxxxxxx-x’]);
_gaq.push([‘_trackPageview’]);

(function() {
var ga = document.createElement(‘script’); ga.type = ‘text/javascript’; ga.async = true;
ga.src = (‘https:’ == document.location.protocol ? ‘https://ssl’ : ‘http://www’) + ‘.google-analytics.com/ga.js’;
var s = document.getElementsByTagName(‘script’)[0]; s.parentNode.insertBefore(ga, s);
})();
</script>
<!– Google Analytics END –>

<!– AddThis Button BEGIN –>
<a href=”http://addthis.com/bookmark.php?v=250″>
<img src=”http://s7.addthis.com/static/btn/v2/lg-share-en.gif” width=”125″ height=”16″ alt=”Bookmark and Share” style=”border:0″/>
</a>

<script type=”text/javascript”>
var addthis_config = {
data_ga_property: ‘UA-xxxxxx-x’,
data_ga_social: true
};
</script>
<script type=”text/javascript” src=”http://s7.addthis.com/js/250/addthis_widget.js#pubid=gapremium”></script>

Here is what you will see in Google Analytics

GA Premium