Evan LaPointe

Amazon

Why 50% of SEO/PPC Engagements Fail

A few months ago, I tripped across a staggering (but believable) statistic: 50% of major B2B engagements fail to produce a positive ROI. The book cited three (I like it broken up into four, though) primary reasons for this: The service offered wasn’t capable of producing value. The client/customer/receiver of the service was unprepared or […]

Amazon

Stop Treating Your Website Like A Broken Old Boat

There are two prevailing mentalities when it comes to the investments we make in business. First, there are the investments we make in our future: things we build on, knowing our initial investment is just the beginning. We see our children this way, to draw a personal example. The second mentality sees investments as expenses: […]

Analytics & Conversion

The Key To Diagnosing & Fixing Data Analysis Paralysis

A lot of companies struggle with turning information into action. Most of the time, we blame inaction on not having sufficient information, and I’d say that some of the time, that’s accurate. But a surprising amount of the time, the opposite is the case. We have so much information buzzing around our organization that we […]

Google

The JCPenney Situation Is A Symptom Of A Bigger Disease

Assuming you haven’t been living under a rock for the past week, you’ve certainly heard about this JCPenney SEO debacle. But I think it’s worth mentioning that while this issue revealed itself through some sketchy SEO, the issue here really isn’t about SEO at all, and it’s not limited to JCP at all. The links […]

Amazon

3 Issues To Consider Before Focusing On More Traffic

In our collective day-to-day, it seems the conversations we hear tend to skew heavily toward one thing: the need for more traffic. The logic here is that more traffic leads to more sales, more revenue, bigger, better. But this is broken logic. You don’t want more traffic. You want more Benjamins. (Think you’re better off […]

Amazon

Are You Minivan Racing?

When is the last time you flipped over to ESPN on race day and saw a Honda Odyssey taking corners at high speed? It doesn’t happen because minivan racing is stupid. But in our web businesses, we do it every day. We pile 9 or so whining people [who act like 8 year olds] into […]

Analytics & Conversion

For 2011, Resolve To Stop Being Average & Get Real!

Isn’t this the time of year we always get a little introspective? What worked this year and what didn’t? I suppose New Year’s is really the time for that, but go with me here. Let’s get introspective about one of the things that drives us crazy all year: reporting.

Analytics & Conversion

Tis The Season To Sell Your Management On SEO

Chances are you’re totally unprepared for the holiday season. It’s probably not your fault—the business just de-prioritized things all year, and here you are, too late to make up for lost time. Your rankings aren’t what you hoped for. Your landing pages are weak and unfocused. Your cart process is cumbersome and drops customers like […]

Analytics & Conversion

Of SEO And Spaghetti Sauce

I can virtually guarantee that you aren’t satisfying at least one major segment of your customers. Did you know that it took until 1989 for chunky tomato pasta sauce to come out? A guy by the name of Howard Moskowitz cracked this code for the Prego brand while they were trying desperately to defeat Ragu, […]

Analytics & Conversion

Web Analytics, The Wonder Cure For Funnel Crappiness

Your site sucks at creating customers. Think not? If you won’t listen to me, maybe you’ll listen to Seth Godin. In a September 15 post, What Shape is Your Funnel?, (go ahead, open it in a new window and feast on this mental treat) Seth explains a critical, but often ignored concept in marketing of […]

Analytics & Conversion

Think Like A Generalist So You Can Act Like A Specialist

As I keep working on the message of “how” we get things done online, I’m getting clearer about this concept of generalized vs. specialized thinking and action. Those of you who know me or have read any of my Analyze This posts have probably heard this “lead pipes” example I throw around. The idea is […]

Amazon

The Value Of “Wasted” Search Marketing Dollars

Advertising pioneer John Wanamaker once famously said, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.” And as digital marketers/SEO ninjas, you certainly know how this feels. We pay for impressions that result in almost no clicks. We pay for clicks that bounce like rubber balls. We […]

Analytics & Conversion

How To Hire A Good Web Analytics Person

I’ve been asked several times lately how to attract good web analytics talent. It’s a bit of a tough question, but I do think there are some guidelines that can be followed to increase your chances at finding a really talented web analytics person. Here’s my best shot at that formula.

Analytics & Conversion

How To Look Smarter By Dumbing It Down

Let’s take a break from focusing on the practice of analytics this week to focus on a single idea I think both search marketers and analytics people alike can benefit from enormously. We need to learn how to make the message simple. With all of the complexity involved in what we do, it’s easy to […]

Amazon Advertising

Google Analytics Releases New, Faster Tracking Code

Last December, Google Analytics announced an alternative tracking setup by using a “parallel rail” to execute JavaScript, meaning analytics wouldn’t slow down your site, and your site wouldn’t hold up analytics. They call it their asynchronous code, and it’s now out of beta and available right in the Google Analytics setup process. This is important […]

Amazon

Getting The Credit Your Analytics Efforts Deserve

The population of search marketers out there (you’re a lovely people) relies heavily on analytics tools to capture and report on success, and most of the time, there isn’t a safety net with your analytics tool—you pretty much have to capture the data the right way the first time around. You have to measure paid […]

Amazon

The Real Value Of Web Analytics

OK, I’m going to go out on a limb here and say something that might not make sense at first: the most important outcome of successful web analytics (or SEO effort or landing page testing, etc.) is not a better web site. The most important outcome is a better, more functional company. Let’s pause from […]

Amazon Advertising

Google Analytics Adds “Please God, Tell Me What To Do” Feature

Google Analytics announced a new and powerful feature today, leveraging the company’s investment in the recently released Google Intelligence analysis and alert system.  The new function is called “Please God, tell me what to do” (PGTMWTD), and allows users single-click access to a report showing web site owners exactly what to do on their web […]

Analytics & Conversion

Improve Your Search Campaigns With Smart Cross-Selling

Let’s get a little more hands-on this week and walk through something practical that will immediately impact the conversion potential of any web site and increase the performance of both paid and natural search campaigns. The examples I’ll use today are specific to ecommerce, but the same ideas can be translated to other industries, and […]

Analytics & Conversion

Don’t Let Your Analytics Deceive

If John F. Kennedy were an internet marketer, I think he would say, “Ask not what your marketing can do for your site. Ask what your site can do for your marketing.” Kennedy understood the idea of cause and effect in his original quote: that people make a nation effective, and not the other way […]

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