Tag Archive | "Performance"

Advanced Google Ads script to forecast ad performance

Putting projections together is tedious and time consuming but this advanced Google Ads script can create forecasts for you based on past performance.



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How a content audit can improve your organic SEO performance

A content audit reveals ways to repurpose content, where the gaps are and how to optimize for users and search engines.



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How to lead SEO teams and track its performance effectively: Experts’ tips

Leading an SEO team is not an easy task, whether it’s an in-house or an agency one. Moreover, tracking and measuring results is a critical part of any SEO campaign. You need to make sure that your work provides the results.

In this article, you’ll learn how to effectively guide your SEO team and assess their performance from nine outstanding experts in this niche.

People we’ve asked

Julian Redlich

1. Julian Redlich @JulianRedlich

Product Manager (SEO) at Booking.com. Leading the product vision and development efforts for all of our over >100M landing pages for all demand channels (paid/organic) with a team of developers, designers, and copywriters.

 

 

 

 

 

Braden Becker2. Braden Becker @BradenBecker

Senior SEO Strategist at HubSpot. Writer, editor, marketer, photographer, athlete, environmentalist, and SEO strategist.

 

 

 

 

 

 

Vytautas Palovis

3. Vytautas Palovis @VytautasPalovis

SEO & International Growth Lead | Oberlo at Shopify. An experienced ‘T-shaped’ digital marketer with strong skills across a broad range of Digital disciplines such as SEO, Web Analytics, A/B & MVT testing, PPC campaigns, content marketing, affiliate marketing, email marketing.

 

 

 

 

Chris Makara

4. Chris Makara @ChrisMakara

Senior Digital Marketing Analyst at Insperity. A self-taught SEO expert with more than 15 years of digital marketing experience, who helps business owners reach their goals by building and implementing an effective digital strategy.

 

 

 

 

Marcus Miller

5. Marcus Miller @marcusbowlerhat

SEO, PPC & Digital Marketing Consultant and Strategist at Bowler Hat. SEO, PPC & Digital Marketing consultant with over 18 years experience.

 

 

 

 

 

Rodrigo Stockebrand

6. Rodrigo Stockebrand @spanglishseo

Vice President, Digital Analytics & SEO at Univision Communications Inc.  A professional search engine optimization and marketing (SEO/SEM) and digital analytics practitioner, trainer, and consultant with over 15 years of experience in the industry.

 

 

 

 

 

Artem Melikian

7. Artem Melikian

Team Lead of SEO at Netpeak Agency. A professional SEO specialist and digital marketer.

 

 

 

 

Sean Si

8. Sean Si @SEO_Hacker

CEO and Founder at SEO Hacker. An SEO specialist, Growth Hacker, internet marketer, Copywriter, and blogger.

 

 

 

 

 

 

Eren Kozik

9. Eren Kozik @ErenKozik

Founder and Head of SEO at SEOPT. He has been in the online industry for over 15 years now. In digital marketing, especially in the field of search engine optimization, he feels particularly at home.

 

 

 

Questions we asked and they answered

1. How do you measure the results of your SEO team and individual members?

Julian Redlich

At Booking.com, we do not have SEOs in the traditional sense; rather my team consists of Backend Developers, Frontend Developers, Designers, Analysts, and Copywriters. All of them contribute to a collectively designed vision in our agile environment but approach this from a different angle. As a Product Manager, I prioritize the tasks for the team in alignment with business priorities, although this isn’t without input from the team. At Booking.com, we put the customer at the center of everything we do, and all of us are working together to leverage their own special skill sets to accomplish this collective goal.

Braden Becker

We use organic traffic to measure our SEO team’s performance, and this extends to multiple properties belonging to our website. However, a variety of factors can drive the results we see, and we go through a process of elimination to diagnose issues and attribute successes. When analyzing a period of low performance, for example, things like seasonality, international traffic, and updates to Google’s ranking algorithm are often the first to be looked at.

Individual employees are rather measured by where they’re spending their time, how they’re thinking about team challenges, and what they’re doing to address them. Everyone here has pretty specific focuses, and this makes it easy to hold ourselves accountable when things go particularly wrong or right.

Vytautas Palovis

We have monthly goals, as well as projection for the rest of the year. There are two main KPIs which we track as a team:

  • Organic traffic
  • Conversions from organic traffic

Also, we have a bunch of individual metrics for each SEO area we work on:

  • On-page SEO optimization, we check before/after improvements in terms of organic traffic change.
  • For off-page SEO, we do track how many unique referring domains we gained (when it comes to off-page SEO, we create a different type of content – linkable assets, as we call them). We also check how powerful are these links, DA/DR metrics, are these links contextual, did they move the needle and helped that page rank better.

Chris Makara

Sometimes it depends on the overall goal of the initiative, but it usually can be done by keeping track of a spreadsheet or looking at results in Ahrefs.

Marcus Miller

We try to take a more holistic approach to SEO than others do. Which is, we don’t just look at organic rankings for a handful of keywords. We really try and look at various KPIs which are typically customized to the needs of each client. I talk about this in some detail in this post.

We tend to have two sets of primary KPIs:

SEO KPIs

These are KPIs that show us that our SEO health metrics are all going in the right direction:

  • Rank for main converting keywords (local/organic)
  • Rank for secondary benchmark keywords (local/organic)
  • Majestic Citation Flow
  • Majestic Trust Flow
  • Majestic Trust & Citation Balance
  • Moz Domain Authority
  • Moz Page Authority
  • Moz Spam Score

Real-world SEO KPIs

We then track what we call real-world KPIs designed to tell us if the improvements in the SEO metrics are tracking to real-world results.

  • Increase in organic traffic
  • Increase in the number of pages on the site that generate traffic
  • Increase in non-branded search traffic
  • Percentage increase in organic conversions
  • Percentage increase in traffic from specific geographic regions
  • Organic Impressions (Search Console)
  • Organic Click-Through Rate (CTR) (Search Console)

Rodrigo Stockebrand

At Univision, our team’s goals are aligned with business objectives for Digital and we measure results based on macro, micro, and nano SEO metrics. Macro would be things like growth in traffic, conversions, revenue, etc. Micro would be things like improvements to page speed, lower bounce rates/exits, and growth in keywords in the top three. And nano metrics would be the positive movement of each individual page for its core keywords, as well as victories like capturing position “0” or getting premium placement in news, video, or image carousel.

For individual contributors, I measure their results in terms of completion of key action items as well as the contribution that those activities had towards performance growth. And while I do help with the assignments and prioritization of tasks, each team member is encouraged to come up with their own assignments, tasks, and performance KPIs.

The main things that I’m looking to accomplish with this method are:

• Empower everyone to create their own performance and task roadmap – you may know far better than I, what’s important and when it should be done. I want people to have the flexibility and freedom to choose.

• Reward value where it’s due – some of the most important tasks in our department have no impact (at least not directly) on organic search performance. Nonetheless, they are critical in getting other things (that do have a direct impact) moving forward. Therefore, for those individuals that are great at moving these particular pieces, we put less importance on the traffic growth side of performance. In general, I want people to do what they do best and measure them fairly for those tasks, whether they impact performance directly or not. Because in the end, it’s even the stairs to the ship that makes its voyage possible.

Artem Melikian

Of course, we measure the result of teamwork in the number of growing projects and in the volume of growth based on data from the analytics of organic channels. But there are other metrics important to the team:

  • Number of projects (the number of old projects should not decrease, and new projects should come)
  • Work with budgets (projects should increase the budget if it’ll be useful)

A very similar process is for individual team members. Each specialist is interested in the growth of his/her project. For juniors, it’s a little more complicated.

Sean Si

Through our KPIs (Key Performance Indicators). We have different teams that specialize in the various facets of SEO – content, tech, links, strategizing. Our team’s results are measured by being able to produce a set number that coincides with their monthly quotas. So, that’s the primary way we measure results, but for other select teams, we measure results through rankings since that is what we specialize in. So, if a client does not rank well, that means the team in charge of coming up with strategies/experiments/tasks to make a client rank are not performing well.

Eren Kozik

Here we use a variety of systems and SEO tools, not only to record project progress and communicate but also to record the results of the team (before / after). As we have no programmers and no need for custom development, we mostly use systems from valued tool providers. Sistrix, Ahrefs, ScreamingFrog, Google Analytics and Google Search Console are the most important tools for us to measure and log the progress and (partial) results of our work. The toolset may change, depending on the requirement and the target.

2. Which CRM systems do you use?

Braden Becker

HubSpot uses its very own HubSpot CRM, and we recommend it to others! It’s completely free, forever.

Vytautas Palovis

We usually use these two tools:

  • Ahrefs
  • Google Search Console

Chris Makara

For SEO, I usually use a combination of tools. These are Serpstat, Ahrefs, Google Sheets, Website Auditor, Google Analytics, Google Data Studio, and Reports.io.

Marcus Miller

We don’t use a dedicated CRM at Bowler Hat and we tend to manage most of our projects within the Asana work management platform. We track leads and sales for Bowler Hat within Asana and we manage all client projects within Asana. Great tool. ”</p

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Are your DSAs really outperforming standard ads? Find out with this ad copy length performance analysis script

Here’s a script that pulls a report on ad performance based on copy length.



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How to Monitor Hreflang Performance With Dynamic Tags in STAT

Posted by TheMozTeam

This post was originally published on the STAT blog.


If you’re familiar with hreflang, you’ll know just how essential this teensy bit of code is to a successful international campaign. You’ll also know that it comes with a boatload of moving parts — multiple pages, sections, and subdomains per country.

That’s a lot of data to track. And if you aren’t hyper-organized, it’s easy to miss out on some big time insights.

Lucky for you, there’s a handy way to track your hreflang campaigns: all you need are a few dynamic tags in STAT. And even luckier for you, Dan Nutter, Technical SEO Specialist at twentysix, agreed to share his wisdom on this very subject.

Below, you’ll learn how to set up your own dynamic tags in STAT, monitor all your pages, and even visualize all that data to impress your team, boss, and clients.

The origins of hreflang 

The hreflang attribute, for those unfamiliar, tells Google which language you are using on a specific page. Introduced back in 2011, it essentially allows us to speak to our target audience in different countries in their languages.

Developing it, though, has been described by Google’s John Mueller as one of the most difficult sides to SEO:

While certainly complex, hreflang has been immensely helpful for companies looking to increase their site (or, in our case, our client’s sites) visibility and grow their audience. This is because: when searchers see the right language of content, it helps decrease bounce rate and increase conversions.

Since hreflang requires such a significant amount of time and effort from both SEO and development teams, clients (rightly) want to see tangible benefits post-deployment.

Monitoring hreflang (the standard way) 

To show the benefits of such a massive change to the technical architecture of a site, SEOs can do one of two things — either highlight the increase in the number of hreflang tags or point out the reduction in the number of errors being detected in Google Search Console.

The problem is that telling a valuable story about complex code, one that will resonate with clients, is no easy feat, particularly when the information is being communicated to the C-suite.

This is why dynamic tags in STAT are an incredible tool for SEOs and are invaluable to our team.

Monitoring hreflang with dynamic tags (the easier way) 

For those of you running international SEO campaigns, I highly recommend using STAT’s dynamic tags to monitor changes of ranking URLs after new hreflang deployments.

Not only do dynamic tags allow for a fast diagnosis of potential issues with the hreflang mark-up, they also provide a tangible way to tell a compelling, positive story for our team or a client of twentysix.

In STAT, dynamic tags are automatically populated by a pre-determined criterion — you select them with the filtering options in the Keywords tab at the site level. For instance, you could filter the SERP Features column to see all keywords that generate “People also ask” boxes.

All your tags are then at the ready in the Tags tab, so you can get quick snapshots of how your data is performing.

Creating your hreflang tags in STAT 

To track your new hreflang mark-up with dynamic tags in STAT, your international content must be delivered via either sub-folders or sub-domains on a site using a gTLD (E.g. www.sitename.com/fr-fr/ or fr.sitename.com).

If your international content is served on ccTLDs (i.e. www.sitename.fr), dynamic tags won’t be able to track any incorrectly ranking URLs, as they will be attributed to a different domain.

First, you’ll need to separate the sites in your project for all relevant country and language combinations. To enable this, you simply filter ranking URLs for a specific text string. This will generate tags that can track all the ranking keywords for a particular sub-folder — or even a specific URL — and monitor their performance.

Under the URL column, apply the Wildcard Search and/or Exclusion Search functions. This will allow you to detect any changes in your ranking URLs.

Applying Wildcard Search and Exclusion Search helps to surface any changes in your URLs.

The Wildcard Search filter can locate URLs that include the text string for the correct region, thereby tracking the improvement in the number of correctly ranking URLs.

Sites using sub-folders will require filtering for all URLs, which includes the country and language combination you want to track, such as “/fr-fr/” when tracking URLs for the country France and the language of French.

For sites using sub-domains, you’ll need to filter for the sub-domain and root domain combined, such as “fr.sitename.com.” To track sub-domains, you’ll need to select Ignore “www.” prefix when matching in the site settings.

To track subdomains, you need to select Ignore ‘www.’ prefix when matching in the site settings.

Once you have filtered the URL column for your chosen country, select Tag All Filtered Keywords and create a dynamic tag called “Correct URL.”

If you opt to track the decrease in the number of incorrectly ranking URLs, you’ll need to create a dynamic tag using the exact same steps as above, only this time with the Exclusion Search functionality.

Telling a positive story

When you track the performance of your ranking URLs, it’s easier to demonstrate the value of the changes being implemented to the technical architecture of the site.

In addition, when that value is visually represented — like in a graph — it provides clients with a clear idea of just how effective a technical change is, and that can be communicated clearly throughout all levels of their business.This shows the increase in any correctly ranking URLs.

After your tags have been created, you can monitor the increase in correctly ranking URLs using the Dashboard tab.

The bonus round 

An unexpected benefit of tracking the success of a hreflang deployment? It highlights any changes made to the technical setup of a site, which can prevent the hreflang from functioning correctly.

For instance, during a recent campaign, our team noticed an increase in the number of incorrectly ranking URLs, indicating that a site-level change had negatively impacted the hreflang markup.

At the time, Google Search Console was experiencing a number of time-lag errors, which meant that if we weren’t keeping a close eye on things, we would have missed the issue entirely. With our dynamic tags set up in STAT, we were able to pick up on these changes before Google Search Console.

Using STAT’s dynamic tags, Dan was able to catch the error before Google Search Console.

By leveraging STAT’s dynamic tags, we were able to catch the increase and our team rectified the issue before any long-term damage was done.

Liked what you read?

Want to know your best and worst-performing tags? Keen to compare all their metrics side-by-side?

If you answered yes to both and you’re a STAT client, then check out our Tags tab to see what kinds of insights you can uncover for your international (and national) campaigns.

Not a STAT client (yet)? Book a demo to get a customized walkthrough. You can also chat with our team at MozCon to see it up close and personal! 

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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SMXcast: Tactics to improve your YouTube video ad performance

Ashley Mo discusses how to run video and search ads together to increase conversions.



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Google Search Console Performance Report Now Consolidated To Canonical

In February, Google announced that they would be consolidating the data in the performance report to the canonical. Meaning the AMP, mobile, etc will all be counted towards the main URL’s data in the performance report. This was live in two different views but now the old view is gone.


Search Engine Roundtable

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Google Search Console Performance Reports & Search Analytics One Day Off Still

Back in January, we reported that when you look at the new Google Search Console Performance report and compare it to the old Search Analytics report, they do have the same data but the day they plot the data is a day off from each other. With Google shutting down the old Search Analytics report in two days from now, this is a concern for some.


Search Engine Roundtable

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SearchCap: Google update still rolling out, Bing adds hotel booking, page speed performance & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web



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If Content Is a Performance, Is It Ever Authentic?

Producing more effective content that helps you build an audience of interested prospects is a common theme in my articles. In the past few months, I’ve written about ways to show how likable you are and how to make your writing personal, but not self-indulgent. And I realized that neither of those posts mentioned authenticity,
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The post If Content Is a Performance, Is It Ever Authentic? appeared first on Copyblogger.


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