Web sites with limited online budgets will find excellent advantages with six Google tools that are free and easy to use. The six are: Analytics, which is used to track site audience Webmaster Central, for tracking and managing content AdSense, an advertising program and solid revenue generator DFP, which provides an ad-serving platform integrated with [...]
Search engines are great when they bring free audience to a site through organic search results. But some search spiders are simply terrible. They are terrible because they come from a product that doesn’t provide any audience. They are especially terrible when they pour through a site, consume vast amounts of bandwidth and come back [...]
Web site development matters to marketing, advertising and profit because of several important ways that users experience the site. I’m often surprised at how many sites are built by competent developers who have great technical skills but limited marketing and advertising skills. At the same time, marketing and advertising professionals aren’t involved in the site [...]
Pages per visit is one of the most overlooked and under-discussed metrics in Web analytics. Most discussions about analytics focus on unique visitors, visits and page views. Unique visitors attract attention because it is considered the metric that best measures total audience. But it’s also a faulty metric because, among other reasons: • Someone who [...]
Analytics event tracking can make a major impact on audience metrics such as page views, time on site and even return visits. One great way to use it is by applying it to site navigation to see which links generate clicks and which don’t. Poor navigation leads to frustration and the inability to find what [...]
Site navigation gets the same benefit from prominence as advertising, content, functionality or any other element on a site. The more prominent the site navigation, the more likely people will click on the links. Prominence can be added to navigation or taken away with a few simple design techniques: