If you constantly dig around in your Analytics software looking for opportunities and insights you have likely noticed referrer spam. Used for quite a long time but taken to a new level by a company called semalt.com (which calls itself an SEO tool) essentially this method of ‘advertising’ is where your website is flooded with traffic from all different countries, IP addresses, devices and at different times during the week but all with the same website referrer. The hope of these spammers is that you will then notice the traffic in your analytics and investigate why the website is linking to you – to then convert to their service, or buy their product.
One major issue that exists in the online marketing industry is companies who do not consider the effect that changes to your website can have on your overall marketing strategy and success. I commonly hear about designers making or recommending major changes to websites without split testing them, or launching a new website without consideration for the traffic being sent to the website. These issues can cause huge drops in the performance of all of your online marketing. If you are thinking of launching a new or updated web design ensure that you follow these 11 essential steps which will help maintain your SEO rankings and ensure any paid advertising continues uninterrupted.
Google Analytics is one of the most popular tracking programs used online today and marketers frequently use it to analyse the success of their campaigns. Analytics can quickly and accurately tell you the source of every visitor to your website whether from an Organic Search, a Referral or a number of other source types. The one source type that is commonly misunderstood is Direct traffic.
Whilst a marketing manager used to spread budgets widely to obtain greater marketing penetration this has now been replaced by a new age of data driven marketing strategists who allocate budgets purely based on performance. To work out the performance of each marketing channel marketers must rely on tracking, but how can you accurately track offline marketing activities?
It is relatively easy to set up tracking for your website through tools such as Google Analytics or directly through Google Adwords or Facebook with conversion tracking. This data is invaluable and lets you optimise and improve campaigns, and allocate spend to the best performing marketing campaigns. One conversion type which is very common is frequently ignored with all forms of online marketing however: Phone Tracking.