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Haven’t I told you SEJ Toolset is a one-stop destination when it comes to all types of your web campaigns? This week I’ll show how to monitor your online reputations from the same handy dashboard. Social Media Monitor is a service which lets you track what people are saying about you, your client, or your brand. It aggregates user generated content from across the Internet into a single stream of information. Step 1: Add a search to track social media
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internet,
manager,
media,
search,
search-engine,
seo,
Social Media,
social media marketing,
source,
tools,
user
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Rule #1 in every paid search campaign (PPC) is Identify and Track a Measurable Conversion . For 95% of campaigns this is a must, but there is a new breed of paid search campaign: the branding campaign. These are based on traffic to a site only and intentionally do not rely on traditional tracked metrics (sales, forms) for results. Before I get into the new breed let me make one thing very clear , paid campaigns are almost impossible to optimize if there is no trackable conversion to measure. Paid search managers rely on the conversion to determine where they are losing the searcher. The funnel of paid search starts with the impression, or the search query. The click happens when you get the searcher’s attention with your 3 lines of poetic, intent-based perfection. The click through rate lets your manager know if the keyword and ad are targeted. After the click, conversion metrics based on ad and keywords are imperative. They allow managers to tell if the website followed through with the promise of the ad. If the searcher does not perform the intended action, there is something to fix or optimize. The new breed of branding-focused PPC is missing the conversion metric. The intent of these ads is to inform the customer of the brand, send them to the site, and grow trust. They are looking to convert the searcher in the long term, which is not directly measurable. You cringing yet? This goes against everything that is online marketing. We have seen a rise in budget levels over the past 10 years because executives can SEE the return on this advertising model. The selling point is in the ROI, and traditional advertising mediums have been losing ad dollar share because of that. Another change is coming to the online marketing space. Trust is still a big part of the consumer’s decision-making process and with all of the scams online, it makes sense that a return to some form of branding was going to happen. How do we make this work though? As much as branding campaigns cannot be tied directly to specific sales, every paid search campaign needs to have metrics and benchmarks. If you are tasked with a paid search campaign with no conversion metrics and a focus on traffic, dig deeper for what they are looking for from the traffic. Most branding campaigns should be measurable through a marked increase in overall traffic (given), but here are a few more metrics you might want to track: Click Through Rate – CTR is still very necessary to determine relevance to the end user. If you stop looking at this, you are not getting the best traffic for the cost. Time on Page – This metric will allow you to see how long people are spending on the initial page. This is one of the metrics to determine landing page relevance to keyword and ad. In most cases, the higher the better. Bounce Rate – Are your visitors leaving quickly? You might be on the wrong keywords, need a page redesign, or new ad copy if the traffic from your paid campaign has a high bounce rate. The main goal though is to get your branding campaign to drop your bounce rate over the entire site. An increase in return visitors will have an affect across the board if the branding campaign if effective. Return Visits – This is the key to any branding campaign. Are they coming back? A branding campaign should work with all other advertising to bring new people in and give them a reason to come back. If you are not growing your percentage of return visitors for the site overall, something isn’t working. Total Time on Site – If your intent is to drive traffic and get more people interested in your brand, then the entire site needs to be targeted to them. If the total time on site goes up (be sure you are not tracking yourself), this trust and branding goal is being met. Remember that the online marketing world changes everyday. Roll with it and use your analytical brain to tie old media with new metrics. Everything is trackable and measurable online. Find benchmarks from prior years and forge a new path. The guest post is by Kate Morris . You can find her on her blog or on twitter @katemorris . Check out the SEO Tools guide at Search Engine Journal . How to Measure Branding PPC
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conversion,
entire,
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online,
online marketing,
search-engine,
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tools,
work
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I’ve said quite a few times that the key to an effective link building success is proper organization. Oftentimes we need to accomplish so many various tasks when building links that solid management and organization is a must : we need to brainstorm various link building ideas (and document the effectiveness of each), store the potential link partners’ contacts (for further reference), track each link status, plan further actions, etc. SEJ tools offer quiet a few really handy options that will cover most of link builder’s need. So let’s take a quick snapshot of what the tools have to offer: First, add all the backlinks you need to keep an eye on: Specify the link status (if it is queued, active, declined, etc); Provide the link details (anchor text, URL); Select the link type (user submitted; Content exchange, paid, blog comment, organic link, Competitor backlink) Set the listing creation date (to track the status, etc); Specify the link placement (where it is located, the type of the linking site, etc); Provide the link tags (for further reference and analysis) (Optionally) Assign tasks and add comments. If you’re a task administrator, you can assign a link record task to another user on your account. You can also add links in bulk. The Import Links link options is located at the bottom of the Link Manager page. Scroll to the bottom of the page and click on the Import Links link. After your current and potential backlinks are added, you might want to do the following: Select the ones you want to keep track of and add them to monitoring; Generate and export reports on your link building based on the time frame. Check out the SEO Tools guide at Search Engine Journal . How to Organize Your Link Building with SEJ
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effectiveness,
import-links,
link building,
manager,
reference,
search-engine,
select-the-ones,
seo,
tools
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Those of you who follow my writing know that I’m a bookworm . And just as I’m frequently lending books to friends (or thrusting them at their faces while ordering them to “read this,” as the case may be) I like to share great posts, resources and other items I find around the blogosphere. Real quickly before I get into that, I’d just like to mention I’m giving away a copy of The Knack . It’s an excellent business book by Bo Burlingham and Norm Brodsky, who write for Inc magazine, and should be required reading for all the entrepreneurs, consultants and others in the web business. Anyways, here’s some other great reading I’ve found online: Conversion &
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code,
development,
dublin,
ideas,
link building,
manager,
search,
search engine marketing,
seo,
web-design,
writing
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This is an additional post in my series on managing several online identities . This post looks at the 3 ways to be logged in different account on one site with FireFox. CookiePie CookiePie is a Firefox extension that enables you to maintain different cookies storage in different tabs and windows: Download and install the tool; Use the tab’s context menu to enable CookiePie and login to any site on this tab; Open a new site, go to the same site and login again. There were some problems for me with Gtalk (with the tool being on Gtalk behaved in a strange way) but with other sites it worked pretty well: CookieSwap CookieSwap enables you to easily swap all your cookies so that you can be logged in to multiple web e-mail accounts (like Gmail and Yahoo! mail) as different users at the same time and quickly switch between them. Note: When swapping profiles with CookieSwap, the cookies in all tabs and all browser windows are changed at the same time. This means that your web login to sites like gmail will change in all the tabs at once (so it is not exactly being logged in in two accounts at the same time; it is rather switching between accounts with one click of a mouse). How this extension works: Right click on the CookieSwap area of the Status Bar Panel (lower right corner of the browser) to bring up the CookieSwap menu. Select a profile (let’s say ‘Profile1′) Go to a site requiring a login and login; Bring up the CookieSwap menu again and select a different profile (let’s say ‘Profile2′) Open a new tab and go to the same page page. Note: Don’t click on a link in the current open page. Instead, hand type the URL…like www.gmail.com, or use a bookmarked entry for the site. Notice the site doesn’t recognize you as the previous user. Login with a different username if you want. Use the CookieSwap menu to go back to Profile1 and again surf to the web e-mail’s main page. It recognizes you again as the original user that logged in! Use Different FireFox
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cookie,
cookies,
cookieswap,
different-fire,
firefox,
manager,
search engine news,
search-engine,
tool,
tools,
yahoo
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Most of us contribute to more than one blogs – therefore it is so useful to unite all our dashboards in one to be able to log in only once and do all our work from one place. SEJ tools give you such an opportunity with its “Blog Manager” feature: Navigate CONTENT > Blog Manager and click “Add blog”, Provide your blog URL; Provide your blog wp-admin login details; Make this dashboard “Global” ( Check to make this blog available across all profiles ) or “Private” ( For agency accounts, you can hide this blog from other users in your agency. However, agency admins will still have access. ) Note: Before adding a blog you will need to configure your own blog to allow automatic posting: go to your blog wp-admin, then to Settings -> Writing, then check the “Enable XMLRPC” checkbox and save your settings. Now, you should be able to login to your blog right within SEJ tools dashboard and see the list of all current posts: Click “Add Entry” to be taken to a handy Editor where you can: Write a post; Select the categories to publish in; Add new categories; Publish post; Schedule the post to go live on a set date; Save the post as a draft. Now, the best thing is that you can add as many blogs as you want – and update all of them from one dashboard – just go back to Blog Manager and click “Add New Blog”. Then, when adding a new entry, just select the blog you want to update from the drop-down: This proves really helpful and time-saving for those running multiple blogs – what do you think? Check out the SEO Tools guide at Search Engine Journal . Update Several Blogs From One Dashboard with SEJ
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agency-accounts,
allow-automatic,
dashboard,
dashboards,
editor,
manager,
save-the-post,
search-engine,
seo,
settings,
tools,
update-several,
work,
writing