is the plum choice. Just as the logo demonstrates it’s intent with a
spanner, using Search Console is akin to giving your site a regular
service; use it to keep everything running smoothly, and spot bigger
has a manual penalty, identify crawling issues and broken links, see how
many pages are indexed, download links, test your robots.txt file or
structured data, and plenty more, all for free. It’s a peek into how
Google regards elements of your site.
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we all know about the frustration of (not provided) keyword data,
taking away some of our most helpful analysis. But, there’s still a HUGE
advantage is having analytics data for your site in order to analyse
content, user experience,
the success of campaigns and more. In fact, if you’re not using
analytics in your digital marketing, you’re behind the competition, no
popular, and constantly evolving tool, though there is increasing
competition from alternatives such as Clicky, Open Web Analytics,
WebTrends, Omniture and more. Want some extra help? Check out the Solutions Gallery for great ways to slice your data, and the URL builder to add custom tracking to your links.
remains the de-facto source for many when it comes to ascertaining
keyword volumes (though don’t rely on it for exact numbers), even if
other tools are used for generating seed lists.
focussed than the Keyword Tool it superseded, and the suggested
keywords are often so broad as to be useless initially. However, there
are ways to still use the Keyword Planner to get excellent data.
search terms, including historic, geographic and related terms (in
Google’s mind) data. Understanding if a term is a rising or falling
element of your topic’s vocabulary is highly valuable for creating
enticing content, and available for free.
all know that understanding our audience is key to making a great
website that serves their needs. Whilst surveys can cost a lot of money,
Google’s Consumer Surveys have a free option for measuring site
satisfaction – you can’t deviate from the four default questions without
paying, but you can still get valuable data on how users perceive your
site and their experience of it. This can be especially helpful when
testing a new site design or content category.
there is a way to create a list of suggestions for your client or
development team without having to be an expert coder (though that never
hurts). Google’s PageSpeed Tools includes a PageSpeed Insights broswer
extension for Chrome and Firefox (as an extension to Firebug), and an in-browser version that offers even further detail. Either option will give you some actionable data to get your site literally up to speed.
was known as Google’s Website Optimizer has evolved into Google
Analytics Content Experiments. As the name suggests, it now lives within
Google Analytics rather than as a stand-alone product, but still offers
an excellent, and free, way to test, measure and optimise your site.
Experiments ties in with the goals you have created in Google
Analytics, and lets you show several different variations of a page to
users. This means you can test layouts, headlines, content, colours and
more to find the optimum layout. As conversion rate optimisation becomes
a more common part of the digital marketing landscape, this is a great
way to dip your toes in the water before making an investment in an
agency or ine of the range of potent user testing tools, all while
getting actionable results.
another free method for extra search visibility that’s been shown to
generate traffic? Get yourself a local listings result by using Google’s
Local facilities, Places for Business and Google+ Local. Multiple
tools? Well, yes, somewhat confusingly, there’s two different ways to
claim a local presence.
your Google Places listing gives you control over the information that
is shown in Google’s Maps, which local results make use of. Google+
Business pages look similar, but allow you to engage with other local
businesses, post news and so on.
Google Alerts you can keep an eye on a topic of your choice with
regular updates from Google themselves on the latest index updates.
Common uses include finding non-linking citations of your brand, or to
keep an eye on the latest news on a topic or company of interest.
of the most common frustrations in digital marketing can be the delay
caused by waiting in a queue for development time. Google’s Tag Manager
neatly gets round this, letting you update many of the most common site
tags without having to ask for dev support.
is a more advanced tool, but the benefits can be outsize. Once the code
is installed on the site, a decent array of common marketing tags can
be edited without a further code update. There’s support for URL,
referrer and event based tags, custom macros and more, plus a debug
console. There’s also planned further integration with third party tools
to even more flexibility, and it’s possible to use tags from
third-party tools such as Optimizely now.