Going back to Google Analytics

There comes a time in your life-long learning where you decide not to keep up with certain subjects.

The latest HTML / CSS code, the specific configuration of some lesser-used Content Management System functions and whatever is number one in the pop charts.... Are all items of information I no longer learn or retain in my brain.

And to be honest this is the same for the finer and more recent workings of Google's free website analytics package. As I've used a number of web analytics packages over the last few years, my reliance on Google Analytics has reduced and I've now realised that, along with the product updating, my understanding of the entire suite of tools within Google Analytics is not up to scratch.

I'm therefore putting my nose back into the latest version (3rd edition) of the GA bible, Advanced Web Metrics by Brian Clifton.

I think the current aim will be to wade through this book again (I used to have a version of it a couple of years back, but gave it to someone) and possibly sit the Google Analytics IQ qualification tests...... depending on how much time I actually get.

The 5 steps to creating a successful Digital Strategy

Here’s my 5 steps to creating a successful Digital Strategy

1. Understand …

…. not only the commercial goals, but the stakeholders & team involved. Take time to then walk through the current digital requirements (priorities & dependencies) and all the relevant internal processes that you have to work within  (there will be some, even on a ‘green field’ project – or as I recently said to one senior marketer, who said there were no restrictions: “every green field has borders eventually”. 

2. Review …..

all existing projects, including any project interdependencies with the work done by other departments (e.g. IT),  current suppliers of online services (e.g. Digital Agencies) and make sure you know what KPI's (Key Performance Indicators) are reported against across the business. 

Note: You should also take the time to identify the immediate wins (e.g. is there something so obvious and easy that is can be done now?)

3. Document…

Key Deliverables. This means writing up what has to be done and when it is expected. Focus both on commercial optimisation (operational efficiency) and innovation to gain competitive advantage. Consider all digital touch-points, where possible adopting a user-centred approach and cover all lines of business, such as: B2C, B2B, Back office (e.g. purchasing).

4. Plan….

for success by creating a rolling 30 day plan that keeps delivering wins and fixes over the short and medium term. From this build up a longer-term roadmap that integrates functionality with marketing activity (content, campaigns, etc.). Where necessary develop robust justifications (business cases) for large pieces of work.

5. Future-proofing…

means considering all changes likely to occur over the roadmap timescales. I use the “STEP” acronym as a handy way to classify the different innovation drivers:

a.       Social (what will individuals and groups do differently?)

b.      Technological (what new software or devices are expected?)

c.       Economic (how will and increase/decrease in household income affect you plans?)

d.      Political (why legislation is due that could cause an impact to the organisation?)

 

Building client understanding of SEO services – part 1

I’m always talking with potential new clients about the different services we provide at Ideal Interface, with most seeing the advantage in our offerings of: digital consultancy, website design & delivery and online marketing. However the search engine optimisation service we offer is sometimes harder to quantify to a prospect, so I thought I’d air my thoughts in public on how to build a client’s understanding of SEO and clarify just how difficult it is to say “x effort equals y outcome” and why all-so-often we have to state “it depends”.
Lets just start from a common understanding that hyperlinks are the currency of the web. This is particularly true in two ways:

1. The Google 'Page Rank' is basically a measure of in-bound quality links to a site. It is this rank that dictates how highly Google displays the pages/site when a keyword is entered.
2. People follow links.... this means they click on page content, banner, emails, etc. and this converts to offline leads and online sales.

Therefore both people/money/revenue and SEO 'juice' follows links and therefore they are crucially important.
However if you asked a prospect what a link to their website gets them in business, then a lot of them probably won't have a clue. Unless they have a comprehensive web knowledge then they won't know whether links from one domain are worth a fortune in sales or are worthless for leads, etc.

But they should! Analytics are free these days (using Google Analytics & others) and it is very easy for professionals with this knowledge to tell which links & URL's are driving business...
The opposite is true for SEO. Its very hard to tell which links from other sites give your site a boost in the search engine results pages (SERPs) - although an SEO professional can make an educated guess as to which ones are the most important.

Google (and about 90% of all UK searches are done via this search engine these days) doesn't tell us this specific information, probably because everyone with a basic knowledge would then ‘game’ the system…. but it does constantly give out advice (mostly by Matt Cutts) to do all the basics of website design, build and management properly first of all and then the links to your content should come naturally*. Obviously you can 'assist' this position if you know how....

* I am still amazed by how many sites ignore this advice and then wonder why they fail to gain decent organic search traffic. Its basic site stuff.... but it often gets forgotten or de-prioritised.

The difference between Getting and Understanding

I've been speaking a lot with leading digital industry people recently and am getting suprised by the number of them stating phases such as:

• "Your customers 'get' this idea!"


• "Its a demographic difference, your target audience just 'get' it"


• "Do you have management that just "doesn't get it"?"

Well, it stikes me that 'getting it' just doesn't cut the mustard really. In this sound-bite (sound-byte surely?) time we live in, everything has to be communicated in mere principles. Why has it become socially acceptable for people to consume just enough information to be able to recite your ideas back and nothing more?

What happened to 'Understanding'?


I sadly think that understanding is becoming a dirty word, somehow conveying that you either took too long to grasp a concept or that the person explaining somehow said too much. Perhaps its the consequence of a time-poor society that even providing suitable explanation is too much effort to the listener.

The word is a description of what it is: a solid support on which to base something heavy. It conveys, not just the retention of small lightweight premaces or 'revision friendly phrases', but the effort of listening hard and the comprehension of what is important.

When did you or your company last take the time to understand?