Sunday, March 30, 2014

6 Critical Web Metrics That Every SEO Must Understand and Analyze

The proper use of web analytics is important to determine the status of Key Performance Indicators (KPI's) that directly impacts the Return on Investment (ROI).

1- Visits and Visitors

Visits and visitors often confuses the webmasters. Technically, visits is the count of the number of sessions and visitors is the count of the number of unique browser visits.

2- Time on Page and Time on Site

Time on page is a measure of the total time that a user spends on the particular page and Time on site is the measure of the total time that any user spends on the entire site.

Time on Page is calculated by using the below formula:

Tp= P2-P1

Tp= Time on Page
P2= Time Stamp value of 2nd page
P1= Time Stamp value of 1st page

Similarly, Time on Site is calculated by the following formula:

Ts= Tp1+ Tp2+Tp3+Tpn


Ts= Time on site
Tp1= Time Spend on Page 1 (calculated using the above formula)
Tp2= Time Spend on Page 2
Tp3= Time Spend on Page 4

3- Bounce Rate

The percentage of exits that happens from the landing page is known as the bounce rate. It is one of the most important metrics to analyse because it directly determines how relevant your web pages are w.r.t. to the users query. A high bounce rate is a direct indication that a site is not performing well with the audience.

4- Exit Rate

The percentage of exits that happens from a particular landing page is known as the exit rate of that page. If the high conversion value pages have a high exit rate then its time to revamp your conversion optimization strategy.

5- Conversion Rate

The outcomes divided by the number of unique visitors determines the rate of conversion. The direct indication of a positive or a negative ROI is determined by the overall conversion rate of the site. A high conversion rate provides a higher ROI as opposed to a lower conversion rate.

6- Degree of User Engagement

The behavior flow is a great way to determine the degree and level of user engagement. It lets you get an idea about the top landing pages and the 1st and 2nd interactions which the visitors are making on your site.

Also See:

Acquisition, Behavior, Conversions and Channels in GA
Attribution Modelling in Analytics

Friday, March 28, 2014

10 Avinash Kaushik Videos for Learning Google Analytics

Avinash Kaushik is the Digital Marketing Evangelist for Google. Having started his career with Intuit, Avinash went on to become one of the most respected Digital Marketing Specialists in this world.

Avinash has several videos related to Google Analytics where he shares his experience and love for data. Analytics is all about identifying valuable metrics available in the form of raw data and Avinash teaches us how to play with this data. His books, Web Analytics 2.0 and Web Analytics an Hour a Day are a must read for a newbie. Also, I recommend every internet marketer to read his personal blog.

Here are 10 most popular videos of Avinash Kaushik that teaches us several critical aspects of working with Google Analytics:

1- Why Bounce Rate is the Most Powerful and Sexiest Metric?

2- How to Use Google Analytics for Non E-commerce Websites

3- Creating a Data Driven Culture

4- How to Increase Return on Investment (ROI) - Avinash Kaushik's Interview with Stephen Woessner

5- Successful Google Analytics Approaches

6- Driving Big Action Through Analytics

7- Web Analytics Q&A With Avinash and Nick Mihailovski 

8- Analytics Academy with Justin Cutroni

9- The Art of Marketing

10- Google Analytics Visits Change - Impact, Implications and Benefits

Also See:

Analytics Interview Questions and Answers
100 FREE Tutorials for Learning Analytics

Thursday, March 27, 2014

Knowledge Graph Feedback- Google Wants Us to Tell What's Wrong?

The Knowledge Graph is a free database of entities and their relationships maintained by Google. This database is based on the information available from free sources like Wikipedia and Freebase. But, Google fears the information provided by these sources might be inaccurate and this is the reason Google displays the feedback option along with every Knowledge Graph in order to allow people to locate the possible errors. Another possible reason might be that Google Knowledge Graph algorithm which is still in infancy might go wrong in judging the relationships between the entities. A feedback in time will allow Google to locate the error and use it as a base for future algorithms that will be more powerful in determining relationships than the existing one.

Google wants us to provide feedback if the information returned by the Knowledge Graph is wrong. Have a look at the sample below for the query "rhinoceros":

Clearly, Google doubts either the information available from its sources or its own algorithm and requests user feedback on the accuracy of the information. Every Google user is playing a part as a Knowledge Graph tester.  

Google knows that in its quest for becoming the number 1 answer engine in the world, it must have a database of real world entities and their relationships that can assist it returning accurate and faster results to the user. 

Best of luck Google and the Knowledge Graph.

Also See:

Wednesday, March 26, 2014

Using Data Management Techniques to Keep Your SEO Campaigns Running Smoothly

Search engine optimization campaigns can require a lot of work, especially for websites that weren't designed with search engine ranking in mind from the beginning. SEO is not usually completed in a single day, with most requiring work over the course of several weeks, months, or even years, depending on the site and the keywords you're trying to rank. Maintenance should also be taken into consideration when planning an SEO campaign, as most strategies have to be updated over time to keep them relevant and the site ranking against the competition. 

One important factor that's often overlooked when running SEO campaigns is data management. SEO campaigns can accumulate a lot of important data to which more than one person may need access.

In this article, we'll take a look at a few data management techniques that can help keep your SEO campaigns running smoothly and, more importantly, your clients happy.

Good data management is just one piece of running a successful SEO campaign. (Image credit:

Keeping Track of Keywords

Keywords are some of the most important data you'll need to collect and analyze when running an SEO campaign. Depending on how many campaigns you manage, you may have to collect, store, and analyze hundreds or thousands of keywords that are relevant to one specific website.

Using a keyword manager can help keep track of the keywords you use on a daily basis. Look for a keyword manager that allows you to add or delete keywords easily, tag the keywords for categorization and running reports, and import and export large amounts in CSV format. If you have multiple teammates working on the same campaign, it may be useful to find a service that stores data in the cloud so it can be accessed from anywhere.

Since keyword research is vital to a successful SEO campaign, make sure you keep track of your data in real time by using a data integration provider like

Link Management

Just like keyword management, link management is equally important when running a successful SEO campaign. Depending on how large the campaign is, you may have a hundred different links or a few thousand. Your data management software should be able to keep track of the status, the type of link, and the website on which the link is located. Look for a provider that allows you to search and filter through links, manage multiple campaigns, and import and export large volumes of links in CSV format.

If you have multiple people working on the same link-building campaign, it's important that everyone has access to the same real-time data. Choose a data management provider that offers a cloud-based storage solution that everyone can access and edit. Keeping team members on the same page is crucial to running a smooth campaign. Your clients will thank you for it.

Creating Content

Creating fresh, unique, and captivating content is just as important as picking the right keywords to focus on during your SEO campaign. If you don't create content, you'll have a hard time getting the website to rank against the competition. Keep track of the content your team creates for each campaign, where the content was posted, how many views it's received, and the keywords it contains. It can be helpful to keep track of the URLs so you can update your linking strategy later on, as well.

Keeping Track of Account Information

Depending on your SEO strategy, you may need to create accounts for a variety of social networking, bookmarking, and marketing sites and services. Everyone working on the campaign should have access to this information so that no time is lost tracking down basic information like usernames and passwords.

Since these accounts can contain sensitive data, your data management practices should include security so that only the people who need the information have access to it. If your data management software allows you to set permissions, make sure you include everyone who needs it, and password-protect it to keep unauthorized people out.

Keeping Track of Results

SEO is a process that takes time and dedication, along with good research since search engine algorithms are constantly changing. Since SEO is an evolving process, it's a good idea to keep track of the results on a consistent basis. Good data management practices allows you to compare the results week to week, month to month, and even year to year. If you're running a campaign for a client, keeping track of historical data allows you to show your performance over a selected period of time.

Consider keeping track of direct navigation, referral traffic, and search traffic, both percentage and exact numbers. It's also a good idea to keep track of which search engines your traffic is coming from, and what keywords and phrases are being used to find the site. In addition, keep track of the conversion rate by search query term or phrase. Knowing where your sites' conversions are coming from enables you to revise your strategy in the future and focus on the tactics that are working.

Good data management practices are just as important as the campaign itself. If you're unable to track the results of your campaign, you may end up wasting time and effort on strategies that aren't working. More importantly, if the SEO campaign is for a client, you need to be able to show the progress you've made over a specified period of time. If the client can't see any positive results, they may be more likely to look elsewhere for help.

Good data management practices allow you keep track of your keyword research, link building, content, account information, and the results of your campaign. If you're not using data management to your advantage, now is the time to start.

Also See:

Another Google Update on March 25th, 2014?

There are high chances that another Google update might have happened on March 25th, 2014. Although no confirmation has been given by Google so far but there are speculations that a soft Panda update is in progress (Not sure, just my assumption). Matt Cutts had hinted earlier this month that a softer Panda update is coming.

Here are some links to the discussions currently happening around the web:

Also See:

Google Updates Page Rank in Dec 2013
List of Google Updates
Panda Affected Sites and How to Fix the Issue?
Seo After Panda and Penguin Update
Infographic on Google Panda Update
Google Disavow Links Tool
Google Algorithm Change History
Google Panda Update 21
Google Panda Update Number 20
Google Panda 3.9.1
Why Paid Links Are a Violation of Google's Guidelines

Tuesday, March 25, 2014

Backlinks Getting Replaced by Social Shares?

Backlinks as a ranking factor is fighting hard to keep its value in the overall ranking algorithm of Google. User engagement factors like social shares and comments are giving a hard fight to it. Although, Matt Cutts clearly indicated in a recent video that Google is not ready to drop the link factor from its search ranking algorithm at least for now! But, there are strong indications that Google is constantly testing results without counting backlinks as a ranking factor. As a smart inbound marketer, it is time to be prepared for the day when user engagement on the resource will hold a greater value as compared to the backlinks. This may sound strange to some but certainly we are fast moving towards a web that rests more on user engagement. 

Increased Importance on Social Value of a Webpage 

Social value of any resource is receiving a greater attention from Google's algorithm simply because it is an accurate measure of a content loved by its users. Backlinks were included in the ranking algorithm because it helped Google correctly analyze the value of a relevant resource and now the same can be analyzed with the help of social shares. But, Google can't ignore the value of backlinks completely. The algorithms needs to be sophistically designed in order to tackle the relevancy of social shares and comments. 

Jobs and Internship Opportunities in Google INDIA

Google is one of the top ranked companies to work for in 2014. It has been ranked number 1 in the list of Fortune 100 best companies to work for. 

Google offers several opportunities of full time and internship as per the requirements and vacancies available on their branches in India. Google India has branches in Mumbai, Gurgaon, Bangalore and Hyderabad.

Getting a job at Google is not easy and the hiring process requires you to be good at many things. But, the amazing life at Google that you will get after joining the world's best company is like a dream come true.

The search URL shared below will allow you to see both job and internship opportunities at Google:

Also See:

Monday, March 24, 2014

Google Analytics Interview Questions and Answers

List of basic and advanced Google Analytics interview questions and answers. 

1- What is meant by conversions and how will you track conversions through GA?

Conversions happens when any predefined goals are accomplished thereby generating ROI to the business. Proper goal URL's needs to be specified before GA can start tracking conversions. We need to define a goal URL through the Conversion section in GA and whenever the visitor reaches the predefined goal URL, a successful conversion gets tracked.

2- What is the difference between a visit and a session?

As per the current standards, sessions and visits are the same thing, there is no difference. Whenever a visitor enters the site, a session starts and lasts for 30 minutes. This counts to 1 visit and 1 session. 

3- What do you understand by assisted conversions?

On most of the cases, conversions do not happen using a single channel. often, more than one channel is included in a successful conversion. Assisted conversions helps us to get a clear idea as to which channels are involved in contributing a conversion. This is shown in the Multi Channel Funnel reporting tab in GA. Common channels contributing to conversions are direct, organic search, referral, not set, social network and email.

4- I want to track how many organic visits I am getting on a weekly basis for a predefined set of keywords. What is the best way to check that on a regular basis investing the least possible time?

We can create a custom dashboard and specify all the metrics and dimensions there. Creating a custom dashboard will save our time and allow us to check the status at any point of time during the week, month or day without applying filters every time.

5- How can I identify the keywords that are sending paid traffic to any site?

The keyword column displays traffic divided under paid and organic. We can easily identify the paid keywords by moving to the keywords section.

6- How will I identify the popular pages on my site?

The popular pages on the site are the top landing pages of my site. I can identify the top landing pages of my site by moving to the behavior section. This will display the top landing pages that are giving us the maximum visits.

7- How does Google calculates time on page?

Google puts a time stamp whenever any user lands on a specific page then it compares the time stamp of one page with the other. For example, any visitor enters the site on Page A and moves to Page B then lands to Page C and finally leaves the site. In this case, a time stamp is put on Page A suppose its 10:10, when the user moves to Page B, another time stamp is placed on Page B, suppose its 10:20 and then when the user lands on Page C, another time stamp is placed, lets say 10:30. Now to calculate time on Page A, Google will subtract the time stamp on Page B with that of A. In this case, 10:20-10:10 which will come to 10 minutes for Page A.

8- How can I identify where the visitors are clicking the most?

This can be seen with the help of In-Page Analytics.

9- Where can I find the UA tracking code?

The Universal Analytics tracking code can be found in the admin section of the web property.

10- By default, a session is of 30 minutes, is it possible to change the session time and make it 45 minutes?

Yes, we can set custom session timings by moving to the admin section and clicking on the session settings.

Also See:

Sunday, March 23, 2014

101 FREE Resources for Learning Adwords

Google adwords is one of the most profitable channels of internet marketing. Companies spend thousands of dollars each month in order to generate leads and conversions. Learning adwords is not that easy, it involves you to understand each and every concept clearly. This is the reason businesses hire adwords specialists in order to manage adwords campaigns for them. If you are an internet marketer or a business owner, the tutorials given below will help you to understand the basic and advanced tutorials of adwords. 

Basic Tutorials

1- Set up basics, managing ads and measuring success from Google-

3- Wordstream's comprehensive Adwords tutorial -

Advanced Tutorials

24- Reach right people with remarketing -

PDF Guides and Charts

52- Cheat Sheet for advanced search advertising -

Adwords Learning Videos

55- Getting started with Adwords -

56- Keyword planner tutorial -
59- Using Google Adwords for YouTube -
60- Remarketing and Retargeting -
62- How to improve Adword Quality Score-
63- Create a shopping campaign -
65- Create a PLA campaign -
66- Success story Bogota Bistro -
67- Success story Amistee Air Duct Cleaning -
68- Adwords Bidding tutorial -

Expert Tips and Guides

72- 5 Tips for successful holiday PLA's -

73- 5 Tips to maximize results -

74- 5 Tips from PPC masters -

75- 10 account review tips -

76- 5 great Adwords automation tricks -

77- Tricks for stretching the budget -

78- Handy tips and tricks -

79- 10 common mistakes -

80- Consumer rating annotations -

81- New Adrank formula unleashed -

82- 25 terms you need to know -

83- Adwords Express -

84- 5 custom reports to monitor adwords campaigns -

85- Using Google Analytics to measure the performance of campaigns -

Don't Miss These

86- Official Adwords blog -

87- Mobile ads blog -

89- 20 videos to help you learn more about PPC -

91- Adwords Wikipedia -

92- 3D product images -

93- Digital analytics fundamentals -

94- Adwords reports -

95- Destination URL's -

96- Enhanced multi device campaigns -

97- Help center -

98- Cheatsheet for success -

99- Editor shortcuts -

100- CTA cheatsheet -

101- Adwords report for app download campaigns -

Also See:

Thursday, March 20, 2014

Have a Look into the New Webmasters Academy

Google Webmasters Academy has been updated with new resources and tutorials. Google has improved its content on 3 important topics like:

How to make a great site:
How Google works:
How to set up webmasters tools and start communicating with Google:

This was recently announced on the Webmasters blog.

Here are some beginner video tutorials to get you started:

How Google Search Works - An introductory video by Matt Cutts

Google Webmasters Tools - Beginners Tutorial

Also See:

Search Queries in GWT
Google Tag Manager
Google Adwords Bidding
Multi Channel Funnel in Google Analytics
Duplicate Content and SEO
Find Mobile Search Queries