Internet Marketing Strategy 2.0
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Internet Marketing Strategy 2.0
Bottom-up, consumer-centered online marketing strategy news
Curated by Robin Good
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SERP CTR and Dwell Time: The 2 User Metrics That Matter Most for SEO | SEOMoz

SERP CTR and Dwell Time: The 2 User Metrics That Matter Most for SEO | SEOMoz | Internet Marketing Strategy 2.0 | Scoop.it

From the original article: "One argument you hear all the time is that Google can’t possibly use something like bounce rate as a ranking signal, because bounce rate is very site-dependent and unreliable by itself. I hear it so often that I wanted to take a moment to say that I don’t buy this argument, for one simple reason.


ANY ranking signal, by itself, is unreliable.


I don’t know a single SEO who would argue that TITLE tags don’t matter, for example, and yet TITLE tags are incredibly easy to manipulate. On-page factors in general can be spammed – that’s why Google added links to the mix. Links can be spammed – that’s why they’re adding social metrics and user metrics..."


What really counts is:


a) Do people click on your site inside the SERPs?


b) How long people dweel on your site before returning to the search engine result page?


"Where these 2 metrics really shine is as a duo.


CTR by itself can easily be manipulated – you can drive up clicks with misleading titles and META descriptions that have little relevance to your landing page.


That kind of manipulation will naturally lead to low dwell time, though. If you artificially drive up CTR and then your site doesn’t fulfill the promise of the snippet, people will go back to the SERPs.


The combo of CTR and dwell time is much more powerful and, with just 2 metrics, removes a lot of quality issues.


If you have both high CTR and high dwell time, you’re almost always going to have a quality, relevant result."


Recommended. 9/10


Full article: http://www.seomoz.org/blog/the-2-user-metrics-that-matter-for-seo 

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Key Metrics To Measure Site Success and To Optimize Website Performance | Hubspot

Key Metrics To Measure Site Success and To Optimize Website Performance | Hubspot | Internet Marketing Strategy 2.0 | Scoop.it

Here are 8 essential metrics you should be tracking on your website and its landing pages, and how you can use these metrics to optimize and improve your website’s performance.


These the first five with a core takeaway:


1. Unique Visitors

Look for a good upward trend over time, or in conjunction with specific marketing campaigns. If your unique visitor count isn’t rising, you may need to reassess your marketing tactics.


2. New vs. Repeat Visitors

If your repeat visitor rate is only in the single digits, your site might not offer enough valuable information to capitalize on the link or campaign that attracted a new visitor in the first place. 


3. Traffic Sources

...you’ll want to see your share of organic traffic rising until it reaches 40%-50% of total traffic. Likewise, you can gauge the effectiveness of your link-building efforts by tracking referral traffic. Aim for referrals to deliver 20%-30% of overall traffic.


4. Referring URLs

You want to see the list of referring URLs growing steadily over time as you produce more content that other site owners and bloggers deem worthy of sharing with their audience. 


5. Most/Least Popular Pages

Studying your most popular pages helps you understand what kind of content visitors and prospects find most interesting. Popular pages also are good places to focus your database building efforts. 


Read the full article to find out exactly what each one of the indicators means and to have extra advice on how to put it to use immediately.


Useful for who is starting out. 7/10.


Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30303/The-Only-Metrics-You-Need-to-Optimize-Website-Performance.aspx 

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How Do You Find Out If Your Website Is Engaging?

How Do You Find Out If Your Website Is Engaging? | Internet Marketing Strategy 2.0 | Scoop.it

Robin Good: If you are seriously interested in optimizing and continuously improving the traffic, engagement level and subscriptions / sales on your web site, this article can provide some good basic advice on how to extract the most valuable actionable info from Google Analytics.


Three areas are of critical importance for you: 
a) Acquisition

b) Engagement

c) Outcome - Goals 


The three key engagement metrics that you should give highest priority and attention to, when it comes to engagement, are:


1) Pages per Visit: This is the average number of pages a visitor views when coming to your website. The more engaging your site is, the more inclined visitors will be to continue clicking beyond the entry page.


2) Average Time on Site: This refers to the typical amount of time visitors spend on your site, despite whether they continue to stay on the page they came in on or navigate elsewhere within your domain.


3) Bounce Rate: This represents the percentage of single-page visits to your site. It gives you a sense of how many visitors left your site from the entrance page rather than clicking further into your site as compared to total visitors. Like Pages per Visit, Bounce Rate can help you determine the performance of your entry pages based on the actions visitors take (or don’t take) after they’ve arrived on your site.


In this article you can find also a simplified review of the "Goals" function inside Google Analytics and how it can be best used.


Check out also the new Google Analytics features reviewed here: 

http://mashable.com/2011/11/30/google-analytics-new-features/ 


also not to be missed: http://mashable.com/2011/09/29/real-time-analytics-google/ 
 

Informative. 7/10


Read the full article here: http://mashable.com/2012/01/04/google-analytics-guide/ 


(Curated by Robin Good)

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