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September, 2012

Tom Kelly

Fixing Issues With Duplicate Content

Many website owners and web marketers are aware that duplicate content is seen as an issue with search engines such as Google. There are two types of duplicate content; internal and external. Internal duplication is the easiest to prevent or rectify but can be the hardest to find. External duplication can be found through online  Read more

Tom Kelly

Introduction To Attribution Modelling

Since the addition of Multi-Channel Funnels to the Google Analytics API companies have been able to create insightful dashboards which show return on investment metrics worthy of a CMO’s approval. Mazeberry Express is soon to be a public tool which generates ROI reports based on data from Google Analytics. The most valuable analysis comes from  Read more

Tom Kelly

PPC Ad Optimisation

Optimisation is not a simple end game solution, it is a process which needs to be iterated over time. Testing is not only about how you achieve a result but also why. This is because short term gains offer little insight into customer behaviour or ways to improve future campaigns. Negative results can often be  Read more

Tom Kelly

Effective Keyword Targeting

In the wake of Penguin 1.0 and 1.1 relying on keyword rich anchor text has become an almost impossible way to rank for phrases in Google. A website can rank for a whole heap of keywords with 100% non-targeted anchor text which seems to take control away from the webmaster completely. An article posted in  Read more

Tom Kelly

Working On Strengths: Facebook Advertising & Google AdWords

An interesting post was published recently about the positive effect that Facebook ads have beyond clicks. It suggests that they enhance search performance by increasing branded search traffic to a website and in terms of PPC this means a very low cost-per-click. Without a sufficient attribution model in place nobody could say for certain if  Read more

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