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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How to solve the mystery of what your customers really want
How well do you really know your customers? If your company is like most brands, you already realize that you don’t really know them at all. In fact, a 2015 study from Aberdeen Group found that just 4 percent of organizations are fully satisfied with their ability to ensure data-driven conversations with their customers. That’s […]
How AI is disrupting major industries
Advances in artificial intelligence tend to provoke polarizing reactions for most people. One, a dystopian anxiety where humans huddle in fear of their metallic overlords. Or two, a utopian futurist society where humans are freed from mundane labor and complex challenges are solved by machines. Wherever you fall on the AI anxiety spectrum, the […]
How to track conversions like a pro
Driving more traffic is only good if you're driving the right traffic. Columnist Ryan Shelley outlines three simple conversion goals you can track that will give you powerful insights into how your users are interacting with your website.
Google Analytics is unifying user IDs from AMP & non-AMP pages
Some metrics will be effected as the change rolls out.
Weathering the Google storms
Columnist Bobby Lyons explains his method for gauging the impact of a Google algorithm update and using these insights to discover opportunities for improvement.
What is demand generation marketing?
The role of demand generation marketing is evolving along with technology, enabling B2B marketers to get better at filling the pipeline with actual opportunities versus just a bunch of leads. In one TED Talk, Malcolm Gladwell shares a story about choice, happiness and Howard Moskowitz. He talks about Howard’s role as a food scientist and […]
What is customer marketing?
B2B marketers are focusing more and more on making sure their customers are successful after they’ve signed the contract and started using your product or service. This renewed attention helps in a couple of ways. First, successful customers are happy customers, and they are more likely to renew with you. The second reason is that […]
Machine learning is marketing’s future
When you hear “artificial intelligence” or “machine learning,” what comes to mind? A complicated technology that demands deep domain experience or a degree to use? This was once the way technology worked; only a select few had access. But innovation has a funny way of changing things. What might seem out of reach today can […]
How to use Google Tag Manager to show your clients results
Columnist Sherry Bonelli provides an overview of Google Tag Manager, including how get started with it.
5 A/B testing resolutions you should embrace in 2017
A year’s beginning is the most ambitious of times for teams and businesses — lots of reflection, planning, strategizing, revamping approaches, right? To get you off to a good start, we have listed five A/B testing resolutions that should take in 2017. A/B testing is a relatively young practice, yet it only takes a Simple […]
Small business owners: 3 steps to creating accurate Google Analytics reports
Raw traffic data in Google Analytics isn't always accurate. In this helpful how-to, columnist Dianna Huff shows Analytics beginners how to create a filter that excludes spam traffic and traffic from internal sources.
Setting SEO KPIs for small manufacturing websites
Columnist Dianna Huff shares her process for helping businesses determine, set up and measure key performance indicators (KPIs) for their SEO campaigns.
Allstate: Offline call data improved SEM performance and the customer experience
Company generated an increase in quality calls and lowered customer acquisition costs.
The junior data scientist’s guide to AdWords search campaign structure: how to mine hidden gems for huge wins
In this helpful how-to, columnist Todd Saunders explains how to structure your AdWords account so as to glean useful insights about your target audience.
How a Google Analytics change may be skewing your view of SEO’s value
Columnist Janet Driscoll Miller explains why you might not be accurately accounting for organic search referrals since the upgrade to Universal Analytics -- and details how to fix this issue.
How to download all of your landing pages from Google Search Console via Analytics Edge — and I mean ALL of them!
Google Search Console provides a wealth of data on landing pages, but unfortunately, that data is limited. Columnist Glenn Gabe shares his method for getting around the 1,000-URL limit using an Excel plugin called Analytics Edge.
Domain Level Metrics’ dashboard aggregates metrics from Moz, SpyFu, SEMRush & others
The new product, free during its beta phase, displays everything from the tools’ APIs.
SMX Advanced recap: Lies, Damn Lies, and Search Marketing Statistics
Are your marketing tests giving you valid results? Columnist Mark Traphagen summarizes insights from a presentation by Vistaprint's Adria Kyne at SMX Advanced.
Develop free, lightweight attribution insights for your paid & organic channels
Looking to reallocate or reduce your paid search spend and not sure where to start? Columnist Chris Liversidge shows how you can identify opportunities by comparing your paid and organic search performance data by keyword and device.
Calculating the value of organic traffic
Need another way to express the value of SEO? Columnist Clay Cazier details a way to assign value that a PPC-minded manager will appreciate.
How To Uncover SEO Content Marketing Ideas With Google Search Analytics
Columnist Derek Edmond explains how to use data from Google Search Console to inform ongoing content marketing initiatives for greater search engine visibility.
Marketing Analysis: Unlocking The Power Of Descriptive Statistics For SEM & Beyond
Columnist David Fothergill provides a handy primer on statistical principles that can help make your sense of and glean insights from your marketing data.
Use Google’s Search Console API & Pivot Tables To Supercharge Your Long-Tail SEO
Columnist Chris Liversidge explains how you can use the Search Analytics API to glean insights from your search query data in Google Search Console.
How To Leverage The Google Search Analytics API
Looking for more insights into your website's search queries? Columnist Andrew Ruegger explains how to use the new Webmaster Tools Search Analytics API to find about your website's performance, Google's algorithmic testing and consumer behavior.
The Power & Importance Of A Search History Analysis For SEO Recovery
When working with a new client who's experienced a significant traffic loss, it's easy to jump right into an audit. But columnist Glenn Gabe believes you should dig into the search history of the domain first.
How To Find Queries Per URL Using The Search Analytics Report In Google Search Console (GSC)
Looking to discover which keywords are driving organic traffic to specific pages on your website? Columnist Glenn Gabe shows how to do just that with Google Search Console.
3 Steps To Find And Block Bad Bots
Is your Web analytics data being skewed by bot visits to your site? If so, columnist Ben Goodsell has the solution.
How Page Views, Time On Site & Bounce Rate Predict For Changes In Quality Score And Revenue
Columnist Benjamin Vigneron explains how you can use website analytics data to derive insights that you can apply to your paid search efforts.
Proactive Alerts For SEO Reporting Using Google Analytics
Having large quantities of data at our fingertips is great, but having the relevant bits automatically delivered to us is even better. Columnist Ben Goodsell shows how to configure Google Analytics to automatically alert you to significant organic traffic changes.
How To Find Google Featured Snippets Using SEMrush And Google Search Console (GSC)
If you're a large publisher, you may be wondering if -- and how -- featured snippets are affecting your organic search traffic. Columnist Glenn Gabe explains his process for identifying and measuring the impact of these direct answers in search results.
The Missing Link: 3 Steps For Connecting TV & SEM Performance
Columnist Benjamin Vigneron shares his method for attributing changes in SEM performance over time to multiple internal and external variables.
Why You Should Be Using Google Analytics Smart Lists For Remarketing
Are you using Smart Lists in your remarketing efforts? Columnist Rebekah Schelfhout believes you should consider doing so if you're not already.
How To Replace Google’s (Not Provided) Data To Strike SEO Gold
Google Analytics may not be providing keyword referral data anymore, but Chris Liversidge has developed a process for matching keyword queries from Google Webmaster Tools to their probable landing page URLs.
Measuring Success For Your Local SEO Program In 5 Easy Steps
First quarter is over, which means that businesses should be reviewing their SEO progress thus far. Columnist Rachel Lindteigen shares her process for conducting a quarterly business review to evaluate local SEO performance.
Why You Must Account For Seasonality In SEO & SEM Projections
Contributor John Lincoln provides tips for how to create projections for clients that take seasonality into account when estimating the impact of your SEO and SEM efforts.
Accelerate Your Career With Marketing Analytics You Can Use – March 24 Webcast
Learn how to use analytics to quickly gain smarter insights and improve marketing performance.
Taming The Beast Of The Messy Enterprise SEM Campaign
Enterprise SEM can be a sprawling operation, but columnist Ted Ives suggests an organizational framework to keep it in hand.
Google Analytics Rolling Out “Trash Can” Feature To Help Users Recover Deleted Data
New feature will save views, properties and accounts for 35 days after they have been deleted.
2 Tales Of Clarity Using Google Analytics’ Multi-Channel Funnel Reporting
Are you making use of Multi-Channel Funnel (MCF) reports in Google Analytics? Columnist Carrie Albright offers ways to glean insights from one report in particular: Top Conversion Path.
Replace (Not Provided) With Behavioral Analysis & Fuzzy Matching To Boost SEO
Worried about your site's bounce rate? Columnist Chris Liversidge details how to identify and fix problem pages using Google Analytics and Webmaster Tools.