UTM codes are simple snippets of code appended to the end of URLs that communicate with the GA code on your website. This data can power big picture decisions like which channels you should be investing in, what changes to make to the site to improve user experience, and so much more. Luckily, Google AdWords and some other platforms like Bing Ads have built in functionality to tag your URLs without any extra work. Luckily, Google has created a very simple tool to help us out with this, because if you are like me, the idea of writing custom URL parameters is not the most comforting. Fill out this quick form and Google will generate a ready-made custom URL that you can literally copy and paste.
Amazon and Google are duking it out for your voice-controlled living room for some very specific, obvious reasons. It matters because the short-hand language of digital sentiment is being created, right now, right in front of us.
We rightly evaluate this data against our user journey maps, and adjust our models based on how accurately we predicted some final outcome (hopefully a huge conversion). Hint: Listening to customers talk to each other about your products in a store is really similar. Today, Facebook is talking about how to let its users express themselves more fully or accurately, without opening the door too much wider to the troll in each of us.
But see this move for what it truly is: step one toward a quantum leap forward in sentiment mining for marketing. The biggest question on my mind at this point is still whether Facebook can act patiently enough to make these new emotional signs a social norm, or if they’ll rush in and create a passing fancy. If the holy grail of digital marketing is surfacing sentiment, at scale, and turning that into truly actionable insight, the process of collecting it must be at worst benign. Oh, and by the way, whoever does pull off creating the shorthand language for sharing sentiment between people wins social media for the next ten years.
The post Mixed Emotions – Facebook grapples with the art of surfacing sentiment appeared first on Portent.
ADVICE WARNING – This is part of a series of SEO ranking tests that look at traditional ranking signals and their effects on SERP positions.
Quality Score (QS) can also be a helpful warning signal when there are particular ad groups or campaigns in a PPC account that need to be optimized; as a rule of thumb, the better your Quality Score, the better your ads perform.
Quality Score is comprised of several things, such as expected clickthrough rate, ad relevance, and landing page experience.
To improve ad position for a given keyword, advertisers are presented with two options: increase the maximum cost-per-click bid, or improve the Quality Score of the keyword. Understanding what Quality Score is and how it plays into your PPC performance is important for all PPC advertisers to understand.
Landing page quality: The landing page associated with each ad and keyword should be relevant to the search query, useful, and user-friendly.
Targeted devices: How well the ad performs on different devices, such as laptops, tablets, and mobile devices. Quality Score is a reflection of the health of your campaigns and influences overall account performance. Actual cost per click (CPC): Higher Quality Scores allow you to bid for top positions, so achieving a high QS can help stretch your PPC budget.
Ad position and top of page bid estimate: High QS can lead to higher ad positions which will help clickthrough rates. Cost per conversion: By paying less per click, advertisers tracking conversions could see significant decreases in the cost they pay per conversion. And we used to talk a lot about apps, and about whether to use an HTML web app vs a native app, how hard it was for the average app to stand out from all the noise in the app store, and about app store optimization (ASO) harking back to the old days of SEO, with its emphasis on keywords for ranking. So what are the key ways in which we're seeing this shift in user behavior change our approach to SEO? A new version of the update has recently rolled out, so we can expect to see further impact from this in the next few months.
What should we do about it?The key action here is to ensure that your site passes the mobile-friendly test, and to check Google Search Console reports for mobile-specific errors. Site speed and page load timesHand in hand with the focus on mobile-friendliness, there is also a push towards improving site speed and page load times.
Google are not the only ones addressing this issue: Facebook Instant Articles and Apple Newsstand both use in-app versions of content pages to speed up the loading process, and some publishers have also created their own native apps to help solve this. Google’s solution to this is their Accelerated Mobile Pages Project (AMP), which allows publishers and creators of editorial content to build versions of their pages with stripped-back, skeleton HTML, following a set of rules which guarantee speed and force distribution (an important thing to be aware of if you choose to utilize this approach).
Mobile-first design of SERPsThis third key area is around Google making desktop search look and feel more like mobile search. What should we do about it?There’s not a huge amount that can be done to address this trend head-on. In addition, you may want to shift some of your focus towards building out your top-of-funnel search strategy, to target less commercial keywords where you will have fewer paid ads to compete with. App integration with web searchGoogle needs to find a way to integrate app content with the rest of the web, or they risk becoming irrelevant.
The solution for Google is to start indexing and serving app content in the web search results, and this is what they are trying to do with their work around app indexation and app streaming. What should we do about it?If you don’t already have an app, this may not be relevant to you. Where’s this all heading?I believe that all of these trends are supporting a wider push by Google towards their goal of building the ultimate, intelligent personal assistant. And already, users are realizing that they can provide fewer contextual signals within their keyword search and the search engine will still know what they’re asking. These are all signals which in the future could be used to determine the most relevant results to serve - potentially before you even ask. When you combine all of these signals with the integration of the public index (what we currently think of as the Google search index), the private index (your emails, photos, calendar, etc) and app content, Google could have the ability to know as much about your day to day activities as any human PA. Read the full article here New Evidence: Does Google Count Keywords in Anchor Text In Internal Links? If you have recently put in a search term in Google, you may have noticed the results containing an expandable grid box.
As you can imagine, this offers some great information to users that want additional questions answered without hunting for them. The boxes never come on the very top of of search results: Instead, they come further down the page inspiring the user to dig deeper. More often than not, Google only creates question boxes for the most general, often searched terms. Interestingly, these are not the ordered results of the search, but they are within the first page. Obviously the quality of your content is going to matter a lot here, and probably more than whatever algorithm beyond quality Google uses.
Notice also: In the above example that company has a mini-site jump link within the search snippet taking you to the answer of the question within the page. But it doesn’t hurt, and you want to do anything possible to improve your chances of being understood by a search engine better. We have a very handy infographic on how to use Schema.org as well as a number of free Schema generators to help you out. Trying to navigate the murky waters of how this algorithm works is going to be a hit and miss process. Mobile app, mobile website, desktop website -- how do you track their combined visibility in search? A bonus to look for would be automatic geolocation detection — the ability of the widget to detect where a customer is searching from.
And, finally, there may be extra features you’d like to have to ensure the best possible experience for both users and your business. Keep all of these necessary and optional features in mind when evaluating Store Locator widget choices. Pricing varies widely, from free to upwards of a $1,000 initial investment with reduced rates for subsequent years of service.
I’m writing this because, having looked at a considerable number of live store locators while researching this article, I found landing pages like this one with next to zero content on them, landing pages like this one with a very meager attempt at content that is observably duplicative, and landing pages like this one with some duplicate content, but also, some added value for local users. Am I handing out a lazy pass for all?Are lax standards a good reason to go with the minimum effort and call it a day?


In a competitive scenario, if your store is the only one maximizing the potential for consumer engagement on your store landing pages, you are working towards impressing not just search engines, but customers, too. Joan Stringer was appointed Principal and Vice Chancellor of Edinburgh Napier University in January 2003 having previously served as Principal and Vice Patron of Queen Margaret University College, Edinburgh.
Professor Stringer has contributed to a number of policy initiatives through external organisations, committees and working groups, which included membership of the Scottish Committee of Dearing.
She also served as a Board member of the Interactive University (which formed a bridge between Scotland’s universities and students worldwide who wished to study for internationally recognised qualifications from their home countries) and is a former Council member of the World Association of Co-operative Education (which promotes work-integrated learning worldwide and builds links between education, industry and government).
In 2001 Professor Stringer was awarded a CBE for Services to Higher Education and was awarded Hon D Litt from the University of Keele for her contribution to higher education and public service. In 2009 Professor Stringer was awarded a DBE for services to Local and National Higher Education. Robert Black stepped down as Auditor General for Scotland at the end of June 2012, a post which he had held since 2000. In this role he was the accountable officer, and therefore in effect chief executive, of Audit Scotland.
Between 1995 and 2000, Dr Black was Controller of Audit with the Accounts Commission with responsibility for the external auditing and reporting on all expenditure by local authorities and NHS bodies in Scotland. Prior to this, he was a local authority chief executive for 10 years, first with Stirling District Council (1985-90) and then with Tayside Regional Council (1990-1995). His earlier career (1975-1985), was in policy planning and research with Strathclyde Regional Council, Nottinghamshire County Council and Glasgow City Council. Since his retirement from the post of Auditor General, Dr Black has been appointed to the British Library Board, joined the Court of Edinburgh University as a lay member and become a public interest member on the Council of the Institute of Chartered Accountants of Scotland.
Currently she is Chair of NHS Education for Scotland, Chair of the Scottish Association for Mental Health and a Scottish Funding Council Board member.
She is a graduate of Edinburgh University, and a Fellow of the Royal College of Physicians of Edinburgh, the Royal College of General Practitioners, and the Royal Society for the encouragement of Arts, Manufactures and Commerce.
Maureen is an experienced Business Risk Consultant, currently working in a freelance capacity, with a proven track record in developing and delivering risk management solutions across a range of multi-functional businesses, representing both clients and consultants.
A keen advocate of the business benefits of a robust risk management strategy, her approach is practical as well as technical, which assists in raising awareness and engaging buy-in at all levels in the organisations.
Maureen began her career in risk as Insurance Manager at a major utility company where she was responsible for developing and managing insurance and risk financing arrangements, including the establishment of a captive insurance company.
In 1994, she moved into the public sector as Risk Manager to Strathclyde Regional Council, at that time Europe’s largest local authority. She joined Sector (part of the Capita group) in July 2006 to head up its Business Risk consultancy services, prior to which she spent four years as a Business Risk Consultant (Vice President level) with Marsh UK Ltd, becoming Regional Leader of their Public Sector Practice. Dr Ian C Elliott is a lecturer and programme leader of the Postgraduate Certificate in Public Services Governance at Queen Margaret University. In addition to programme leadership Ian teaches across undergraduate, MSc and MBA programmes in subjects including operations management, economics and strategy.
Ian is also Chair of Dads Rock, Scotland's only network of free playgroups for dads and kids. Jessica Crowe is Executive Director of the Centre for Public Scrutiny, an independent charity founded in 2003 to promote better scrutiny and accountability in decision-making across the public sector.
Prior to joining CfPS in 2006, she was a councillor for eight years in the London Borough of Hackney, where she was Deputy Mayor.
In 2007-08 she was on the independent Councillors Commission, which investigated the barriers and incentives to becoming an elected councillor.
She has extensive experience in elected and lay member training and adult education and has worked as an adviser to a government minister and for various local government organisations. Claer sits as a part-time Tribunal Judge and as a non-executive Director of both the Paradigm Housing Association and Ravensbourne College boards. She works with public, private and third sector Boards and Organisations to achieve good ethical governance; increasing productivity, profitability and performance. Sarah Hutchison was appointed Head of Policy and Information for the Scottish Information Commissioner in 2003. He advises a wide range of public sector clients and those engaging with the public sector on all aspects of procurement law (both contentious and non-contentious), corporate structuring and collaborations, contracting and grant matters, public administrative law, governance and state aid. Robin's background also includes significant experience in advising clients on European law, competition law and regulatory law. He also advises a large number of charities and third sector clients and those engaging with the third sector in relation to: charity law and regulation (including advising on regulatory investigations), governance, formation and structuring, contracting and community renewables.
Andy has been working in communications for 10 years, in post-devolution Scottish politics, for large banks during the financial crisis, before moving to a professional charity, during which time he dabbled back into politics to run strategy and communications for Murdo Fraser’s campaign for a new political party in Scotland. His areas of expertise are organisational strategy and positioning, communications change and turnaround, PR and reputation management, campaigning and writing for a variety of audiences. Andy holds an MA (Hons.) in Economics and Politics from The University of Edinburgh, and is a member of the CIPR. Yvonne is Communications Manager at Wheatley Group and leads an award-winning team which delivers communications for staff, stakeholders and customers - both in print and online. Donald Anderson started work as a Medical Scientist with the Scottish National Blood Transfusion Service. In 1999 he was elected Leader of The City of Edinburgh Council, a position he held until he stood down in the autumn of 2006 to stand for the Scottish Parliament. During Donald’s involvement in economic development, Edinburgh became one of the strongest city economies in the UK. Tools like Google Analytics give us detailed information about not only what sources are driving the most traffic to our site, but also the quality of that traffic. It’s called auto tagging and I highly recommend turning it on for just about everyone. But measuring a user’s emotional engagement with a written post, or a video, or a specific product requires that we go beyond surface metrics like searches, clicks, and time on page.
I would certainly NOT go and implement sitewide changes to your site based on this or recent posts.
After logging into an account and navigating to the keywords tab, hover over the white speech bubble in the status column of your keyword. If people who see an ad click it at a high rate, that indicates to Google that the ad fulfills a searcher’s need. When the keywords you bid on closely relate to the ad triggered, there is a better chance they will relate to the user’s search query.
Advertisers looking to rank in the top positions in the search results while not paying a premium should focus on achieving high Quality Scores. Additionally, by creating highly relevant ads and landing pages, conversion rates will increase anyway. However, monitoring QS across a PPC account can be a good diagnostic tool when looking at overall performance. When I first started looking at this, back in 2012, there was already a lot of discussion happening around the topic of mobile. Now, we talk about the other ways in which people can use and discover our apps — such as app indexation and app streaming. This means the number of people who view mobile as their primary web device has doubled in just 2 years, and we have every reason to believe that this trend with continue.
This is particularly noticeable on editorial sites, where an ad-revenue business model leads to lots of different elements required to load a page, despite the actual content being fairly lightweight. The card-style layout, which makes the distribution of content easier on a variety of different screen sizes and types:2. This allows Google to serve the most relevant version based on the context which they have around that particular user and how they prefer to use the web. This means a single interface for all types of searches, and eventually, an intelligent personal assistant which can anticipate your next question before you ask it. Do you agree that it’s heading towards the development of intelligent personal assistants?
I would certainly NOT go and implement sitewide changes to your site based on this or other recent posts. The more narrowed the search term or phrase, the less likely it will be to have question boxes. Looking at the related questions sources, they tend to be drawn from the most popular results from a search. The more clear, well-structured and informative your content, the more sense it will make for Google to choose to use the info over other websites.


I was never able find any correlation between having Schema markup and being featured in the related question boxes. On one hand, you are going to drive organic traffic by offering up a link to more information on a topic the searcher is already looking for. But that is something that is going to help you with your overall marketing strategy, so you are accomplishing a few important goals here (including creating a one-stop resource, attracting links, enjoying additional exposure in SERPs).
This article is for the medium-to-large business with 20, 100, 500 physical locations and a pressing goal to have each one be found by the customers local to it.
But when your company has grown beyond this, it simply isn’t practical to list dozens of locales in your top level navigation, whether on desktop or mobile devices. If not, then you’ll have a problem with all travelers who may be trying to find your business in a strange city and have no idea what the local zip codes are.
This is must these days, given that as many as 50% of mobile queries may have a local intent. You don’t want to have to redevelop your website, just to get your widget to function. This might include search text autocompletion, the ability to sync with Google Docs to upload location data, or search filters that allow users to refine results based on personal criteria. Captera has recently done a good job of profiling a number of popular options which should help you hone in on the right solution for your company.
Wordpress offers a number of free and premium store locator plugins with varying degrees of popularity. Not trying to hurt anyone’s feelings, but, with the exception of the last example, the sheer volume of locations operated by these companies has likely caused their marketers to settle on the most minimal effort possible to differentiate between landing pages.
Google is correctly finding for me each of these businesses in the right cities, both organically and locally, when I search for them.
If you have hundreds of locations, the cost of going the extra mile on your store landing pages may not show any easily-discernible ROI. You could end up earning more than your fair share of those 50% of local-intent mobile queries, in city after city. Dr Black was the first Auditor General for Scotland, appointed by HM The Queen under the Scotland Act which brought into being the Scottish Parliament.
An appointment as Risk Manager at South Lanarkshire Council then followed, where she established their Risk and Insurance functions and gained considerable experience in issues surrounding organisational change. Maureen decided to leave Sector in July 2010 to work in an independent capacity and pursue a wide range of consultancy projects. In 2010 she became one of three Commissioners appointed by the government to help improve the governance of Doncaster Council and in 2013 she was appointed to the Welsh Government’s Recovery Board for Pembrokeshire. She has also been a school governor and a non-executive director of her local Hospital Trust.
His responsibilities in Scotland include raising awareness of the Data Protection Act and related legislation, influencing policy and practice in all organisations handling personal data and providing advice and guidance on specific data protection queries. Her role includes strategic responsibility for publication scheme approvals, media strategy, information resources, research, external relations and promotional work. The Group’s services include the provision and management of housing, regenerating and sustaining communities and developing support services that help people and communities thrive.
He was also a member of the Boards of the Edinburgh Festival Fringe and the International Festival.
Most notably he led Edinburgh’s response to the hosting of the G8 Summit in Scotland and the call by Bob Geldof for a million people to march to Edinburgh. Urchin was a web analytics program acquired by Google back in 2005, which marked the beginning of GA. You need to empower the tool by setting up proper tracking parameters for all your marketing campaigns.
Your Quality Score is then combined with your maximum cost-per-click bid to determine your Ad Rank. By working through Quality Score best practices, advertisers should see an increase in the performance statistics they value most. Google announced that they saw a 4.7% increase in the number of mobile-friendly sites in the two months between announcing that the update was coming and when it actually rolled out. I’d love to hear your thoughts in the comments!Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. On the other, you are building your site authority by being one of a few to be chosen to provide answers to those common questions. Search Console is introducing the concept of "property sets," which let you combine multiple properties (both apps and sites) into a single group to monitor the overall clicks and impressions in search within a single report. For any paid product, I recommend choosing only those which offer a free trial period of at least 1–2 weeks so that you can be sure the solution works for you. The last of these (REI) has actually done a good job of adding interest to their pages by including a regional event schedule.
While I would never advise a small business to take a least-effort approach with their store landing pages, it’s my conclusion from my research that established brands can get away with a great deal, simply because they are established. If your marketing department throws its hands up in the air regarding differentiating store #157 from store #158, there may be a lack of available creative solutions to the scenario. He has contributed to publications including two book chapters on Innovations in Financing Public Services and a peer-reviewed journal article in Journal of Education and Work. Her previous career includes teaching children with learning difficulties, a formative spell with Oxfam in the UK, leading equality policy in Fife Council and supporting the Fife Community Plan. With a housing career spanning 20 years, Hazel has extensive experience of leading staff teams who deliver and develop services for tenants and communities. Yvonne joined Glasgow Housing Association, part of the Wheatley Group, five years ago after 20 years as a journalist. From 1990 he was Convenor of Economic Development, a position he held until the Scottish Local Government Reorganisation in 1995, when he was elected to the City of Edinburgh Council. The Council’s response was recognised by the Chartered Institute of Public Relations, with the award of their Grand Prix award in 2006. The new car, the camper-trailer, the jet-skis, naming rights to the next planet…everything. It has to be a truly useful set of tools that fit our lives and bend to our moods, good and bad. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! It seems you can get the right data in front of the customer with a very minor effort, and that the minimum requirements for data on those pages would be that they have correct company NAP on them and are indexable. But, you, you smartie, have not only got a unique paragraph of text on your pages, but also store-specific reviews, and a maintained schedule of guided hikes in the region. Ian has previous experience at the Employment Research Institute, Scottish Government, University of Edinburgh and Glasgow Caledonian University.
Prior to taking up her current role, Hazel was an Area Director at Glasgow Housing Association, part of Wheatley Group, with responsibility for delivering customer services to around 15,000 tenants across the south of Glasgow. She worked on the Evening Express and Press and Journal newspapers in Aberdeen in a variety of roles including Assistant Editor and Political Editor, the Daily Record and Sunday Mail and, prior to joining GHA, was Head of News at the Evening Times in Glasgow. Donald was given responsibility for Economic Development in the new Council and in 1998 he left the Health Service to become a full time politician.
All three of you link to your respective landing pages from your Google My Business listings. Hazel’s housing career started in London but she has also worked in the sector in Stirling and in West Lothian.
This means that Search Analytics metrics aggregated by host will be aggregated across all properties included in the set. For example, at a glance you'll get the clicks and impressions of any of the sites in the set for all queries. If you have multiple properties verified in Search Console, we hope this feature makes it easier for you to keep track.
If you have any questions, feedback, or ideas, please come and visit us in the webmaster help forum, or read the help documentation for this new feature!



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