Analytics & conversion
Search Engine Land is your source for analytics & conversion news and content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team, and subject matter experts from leading brands and agencies.
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Elevate customer loyalty through tailored experience
Customized experience can lead to heightened satisfaction and loyalty.
How to build a CDP use case
Crawl, Walk, Run: The Iterative Approach for A CDP Use Case
5 Excel and Google Sheets tricks every SEO should know
Crunching big marketing data? Brush up on tips for merging, analyzing, and visualizing Excel and Google Sheets files to extract key insights.
9 tips for converting more organic traffic
Struggling to convert your hard-earned organic traffic? Learn nine tactics to boost your site's conversion rates.
Boosting search conversions: 5 behavioral strategies to test
Are you getting the most out of your traffic? Optimize your website for conversions with these five behavioral nudges.
Transforming agencies into profit powerhouses with client retention
Learn how agencies can automate or expand their capabilities to delight and retain their clients for years to come.
Top 5 SEO data pitfalls to avoid for accurate analysis and reporting
Flawed data assumptions lead to flawed optimization decisions. Learn to critically assess your SEO data to produce accurate insights.
Why you shouldn’t measure SEO performance by ROI
Learn why ROI may not be the most accurate metric and how to assess the effectiveness of your SEO efforts instead.
GA4 exploration report: 3 ways to uncover website roadblocks
Turn your site’s roadblocks into opportunities for improvement. Unlock user experience insights and boost engagement with Google Analytics 4.
What’s the state of email beyond 2023?
A look back at this year’s trends in email marketing and what to look forward to next year.
How to approach weekly, monthly, quarterly and annual PPC reporting
Understand the nuances of reporting for different time frames so you can deliver the most relevant insights from your PPC campaigns.
Win the customer experience race with the right martech solutions
How and when you invest in partnerships will move you from second place to center stage.
Transforming email addresses into actionable insights
Think beyond the inbox: gain a deeper understanding of your consumers to personalize campaigns and optimize engagement.
Social media data’s rising influence on business success
Three examples of real businesses successfully leveraging meaningful and actionable insights from social media.
SEO outcomes vs. SEO outputs: Understanding the difference
Here's how focusing on outcomes, not just outputs, can align your SEO efforts with your organization's goals, resulting in a holistic impact.
How advertisers can leverage AI and automation at scale
Striking the balance between AI and human oversight, for brand safety, strategy and performance.
Share of search: The SEO metric you can’t ignore
Unlock the true potential of SEO with share of search. Learn why this metric matters and the role of brand search in proving SEO's value.
Unlocking business success with the power of data management
Dun & Bradstreet's SVP, commercial operations, explains why simplification is vital to attaining winning business outcomes.
Omnichannel loyalty: Crafting a seamless customer experience
Learn how your brand can thrive by embracing this strategy.
The case against Moz’s Domain Authority
Despite the metric's popularity, Domain Authority scores should never be a KPI in your SEO reports. Here's why.
Data-driven success lies within the power of simplicity
Dun & Bradstreet's SVP, commercial operations, explains why simplification is vital to attaining winning business outcomes.
Data and AI ignite real-time customer conversations and tangible business results
Dun & Bradstreet's SVP of sales and marketing reveals why data is the key to innovation and success.
3 steps for effective PPC reporting and analysis
An overview of how to make your reports on digital channels more useful and impactful for clients or stakeholders.
Setting up event parameters in GA4: Everything you need to know
Learn how to set up event parameters in Google Analytics 4 for a deeper understanding of user actions and effective data interpretation.
Let data be the biggest driver behind your advertising strategy
Dun & Bradstreet's SVP of digital audiences discusses why B2B and B2C buying behaviors have changed and why accurate data is the key to staying ahead.
6 reasons your GA4 reports aren’t adding up
Navigate Google Analytics 4 with insights on metric disparities, UI alterations, data thresholds, and more.
How to determine the SEO metrics that matter
Struggling with vanity metrics in SEO? Refocus on impactful metrics driven by customer journeys and elevate your strategic decisions.
The future of CX depends on innovative generative AI and data insights
Dun & Bradstreet's CMO discusses the elements that make up the best possible customer experience.
3 overlooked SEO conversion metrics to consider
SEO conversions are more than direct sales and leads. Consider these metrics that can show SEO's value to your organization.
GA4 for B2B: How to track events and conversions
Learn how to track and set up B2B-specific events and conversions in Google Analytics 4 and Google Tag Manager.
The future of loyalty: Metaverse, AI and post-pandemic challenges
Discover the source of your customers' loyalty and learn how to attain it.
Microsoft Ads to launch UET Insights dashboard with new traffic data
The Universal Event Tracking Tag will update on June 29. Microsoft says the new data collection will help improve advertising performance.
Where is the buyer’s journey headed?
Learn how intelligence informs sellers through the ever-changing buyer journey on The MarTech.org Podcast.
Keyword difficulty in SEO guide: Everything you need to know
Here’s what keyword difficulty means for SEO, how the score is measured and tips for using it to get better results.
Top loyalty management software solutions: Forrester report
Diving into the characteristics of the leading loyalty software providers.
How AI can recession-proof your business
As economic headwinds threaten your business, adopting an automation solution can minimize a negative impact on your organization.
Is click-through rate a valuable SEO metric?
While CTR is not a confirmed ranking factor, it is still useful for tracking organic search performance and improving SEO campaigns.
Use this Looker Studio template to track SEO performance
Get actionable performance data on your organic search campaigns when you set up this Looker Studio dashboard.
3 reasons why you need to embrace journey-centricity
Transform customer journeys for better CX and results.
7 proven methods to explain the value of SEO
Reporting on these seven metrics and providing proper context can increase SEO's perceived value to your stakeholders.