“Google Analytics is a digital analytics solution that collects data about your digital presence. How does it do this? Well at a high level you need to add the small snippet of code that contains your Unique ID pertaining to your specific GA property (UA-XXXXXX-X) on all your pages. This code collects information and sends it to the Analytics servers by attaching parameters to a single-pixel GIF image request.”–Kaitlin Ziessler
Google Analytics is a vital piece to understanding the data that represents your digital presence. If you are a beginner or interested in a refresher course on Google Analytics, I have a solid resource for you. In “Google Analytics Resource Guide of Epic Proportions” , author Kaitlin Ziessler of BuiltVisible.com presents a thorough but approachable guide. The guide is long but chock full of very useful information.
Learning Google Analytics
The following is the outline of subject matter covered in Ms. Ziessler’s work:
There is a lot to absorb but it will be worth the effort. If you are grappling with understand where your traffic is originating, how it impacts your website statistics, and how to lead visitors to the land of conversion then this guide is for you.
Google’s announcement of sweeping changes in theGoogle search algorithm promises to be a huge breakthrough for social search. The long standing status quo of link building, back links, and SEO tactics both honest and dishonest are about to be far less meaningful to ranking in Google than ever before. With this realization of a sea change in search comes a new world where compelling content along with our social connections will be the new driving force behind SEO. The first step in leveraging this new world is to understand how to curate and share content with your social network connections.
Step 1: Content
The best content is obviously your own publishedblog articles that showcase your expertise, provide value, and are compelling enough to keep your readers returning for more. But in many cases both companies and entrepreneurs do not author their own blog. In this scenario the next best thing is to move compelling articles from well respected sources that are related to your business niche. Help people first and they will help you in return. The following is an example list, my list for our digital business, of content providers we ReTweet, post on Facebook, update on LinkedIn, link to in our blog, and share with our social circle on Google+:
Without writing your own blog content, you or your company can still take advantage of the new Google search algorithm. Begin to investigate reliable and influential blogs, websites, news agencies, and social networks. Make your master list, share content that matters, and engage with your social networking friends and connections. Just do it!
Compete.com’s Top 50 Websites March 2010 provides a glimpse of the changing face of social media influence on web traffic. Most noteworthy is the changes that have happened within the Top 20. Facebook is catching Google for world wide traffic leader, AOL at #10 is still alive, and Microsoft’s Bing is exploding in growth with a massive gain of 25,337,988%!
“The days of SEO as the primary traffic driver to your website are over. Don’t get us wrong, organic search engine optimization isn’t about to disappear as a key traffic driver. . . However, recent technology trends enable a brave new world of marketing. Ignore them at your peril.” — Elyssa PallaiReadWriteWeb.com
“With all the capabilities these phones that are coming out have – like GPS, cameras – we think there is the potential to actually make this mobile Web better than the PC Web.” — Google’s VP of product development
The dawn of a new age in how people find companies is about to break- search engine optimization experts and Google are in for changes. Over the course of the past decade, search engine optimization has created a path for companies, willing to pay, to gain access to top positioning in Google’s indexing for the most important keyword searches. The results of these well integrated plans are high ranking page one positions within Google searches relevant to the company’s keyword strategies.
As a result of many SEO campaigns, companies are able to remain in high ranking page one indexed positions (1-10) long after the information from the article (post) is deemed obsolete and old. The results of Google’s indexing algorithm impacts the usefulness of information returned on many Google searches and weakens Google’s credibility to return relevant, meaningful information.
Information Sharing Viral Opportunities: Social networking sites like Facebook and Twitter have become “a key link in the search and information sharing value chain. . . These sites are an important information source for everyone. Importantly, friends’ recommendations are key”
Mobile Is Gigantic: “”With all the capabilities these phones that are coming out have – like GPS, cameras – we think there is the potential to actually make this mobile Web better than the PC Web.” Google’s VP of product development. The sharing of information in real time will be driven by the adoption of smart phones under way right now
Location Based Services: ReadWriteWeb’s Frederic Lardinois reported in June 2009 that 1 in 3 smart phone owners use location based services. Consequently real time opportunities exist, for many businesses, to market to individuals who are minutes from the brick n mortar location of the business
Google’s Real Time Indexing: Google’s launch of real time indexing of tweets (Twitter) and Facebook messages will revolutionize how people find businesses and communicate. Companies and individuals will eventually be able to have their social media messages indexed, consumers will be able to find fresh real time links more relevant than the old PC Web indexed results, and consumers will have the opportunity to participate-communicate in real time within these conversations
It is one thing to understand the vitally important benefits of consumer evangelists for your business. It is quite another to understand how to give recognition and nourish these business assets. The biggest mistake being made by corporate America is simple: they are not listening or participating in social media. How do you recognize and nourish your consumer evangelists when you are not there (within social networks like blogging, Facebook, Twitter, LinkedIn etc.) to hear them describe their positive experiences with your product? You don’t and as a result companies nationwide are missing an opportunity to grow their businesses and survive this economy
Web 2.0 was built upon an architecture of participation according toTim O’Reilly. The pillars of the social media strategies are blogs which provide a writing platform for people willing to take on the challenge. Blog writing, according to usability expert Jakob Nielsen, is really about attracting the attention of a reader through a number of techniques. Whether you are looking for Google bots to crawl your new blog or human readers to stay more than 10 seconds, the following list is a beginner’s reference to creating content that is read.
Social Media Strategies for Blog Writing:
Format: use formats that are the most read and interesting. Top 10 lists, series of articles tied together, best of articles, lists of tips, strategies, and case studies are often the most read blog formats
Short Writing: the best blog articles for usability are succinct, short articles of no more than 500 words
Bold Highlighting: use the bold function to create outstanding keywords that both bots and humans can pick out easilty
Keyword Titles: use your keywords in your title in order to describe exactly what your article subject covers
Bullet Points: use bullets to separate, highlight, and pull out information for the reader to easily find
Headings: create headings made up of keyword phrases to identify the following information to the reader
Links: create hyper links with words that name the source of information
Content: write compelling, interesting content
Use Pictures: use pictures or video to tell your story
Get to the Point: make your point(s) early and often. Do not wait until the end of the article
In the first article in this series aimed at helping job seekers and entrepreneurs, I chronicled how not to organize your work day. I then provided a template for how to organize your day in the world of social media. The response has been overwhelming. People are demanding a list of the best social media sites aka social media networks available today.
If you are a job seeker you should be concentrating your efforts on establishing a strong presence on #5 Linkedin.com and #3 Twitter.com. Although Facebook.com is #1, it has more cache for entrepreneurs looking to capture audience for a product or service.