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  1. My Top 5 Most Used Custom Reports in Google Analytics

    I use three categories as columns: Traffic, Conversions, Events. A new client who had been on Webtrends had decided to switch to Google Analytics and had lost all their previous data. That, in and of itself would be bad enough, but I was faced with...

  2. How to Make Your Keywords Fit Your Marketing Messaging

    There is so much more to keywords than traffic. Your user research will tell you a lot about how people actually search, but you do ultimately need to run what they gave you through Google's Keyword Tool to get an idea of traffic and Moz's Keyword...

  3. Do the PPC Engines Reward the Right Behaviors?

    We PPC managers use every tool in our arsenal to weed out non-converting traffic and improve our conversion rates. Originally written in 1975, the article was already a classic, even at that time. Still, as with most college reading assignments, I...

  4. SEO Game Change: Are You Setting the Right Expectations?

    When your big traffic driving keywords slip, it's easy to dwell on the loss. It's not that you'd ever throw out things like traffic or rankings altogether, but your competition may have changed and the ways you calculate a score are a little bit...

  5. Structured Data: Content, Rich Snippets & Authorship vs. Author Rank

    The presence of rich snippets makes listing standout and drive higher CTRs and traffic/revenue to web pages. Over the last 12 months we have witnessed a content marketing explosion and a rapid evolution in search and social media marketing techniques.