Analytics

Use a mobile or a tablet? Is your domain on page 1? If not it’s going nowhere

Wednesday 25th September 2013

In a world where smartphone and tablet users are in the majority, ranking in positions 1 – 3 is even more essential than previously thought. Because the ‘click through rate’ is much higher on smartphones for these positions, and you will see a natural rise in traffic to your website over time as more people migrate to mobile devices.

 With the rise of smartphone users, click curves have become a less accurate way of forecasting. This is due to click curves have been based on CTR from desktop-based searches. Now most traffic coming from mobile devices, they display different SERP formats due to their smaller screen.

 However, BrightEdge have crunched the numbers to develop the first publicly available click curves for mobile devices. This is based on exact match keywords.

In a world where smartphone and tablet users are of the majority, for a website to rank in position 1-3 is even more essential now. This is due to CTR being higher on smartphones for these positions, and if you are ranked in the top 3 with relevant keywords, there will be a natural rise in traffic to your website in time as more people are moving onto mobile devices.

 The drop-off in CTR for smartphone devices is usually those outside the top 10 positions. For desktop and mobiles, CTR drops by around 50% between positions under 10. For smartphones it is over 60% drop off rate. So it is clear, is your domain isn’t on page one for mobile searches, your website is not going anywhere.

 Whilst device fragmentation adds an extra layer of complexity to the forecasting, it is beneficial to understand the different variety of CTR that occurs on the market today in each device. It also helps to show that good SEO is going to become more important and beneficial as the world that we live in is definitely moving towards a mobile web one.

 For more information on this top we have provided you with the following link:

http://searchenginewatch.com/article/2295284/Mobile-Tablet-Click-Curves-Confirm-Your-Site-is-Either-Page-1-or-Nowhere

 

Website relaunches affect ranking

Thursday 29th August 2013

A site redesign and relaunch can be an exciting time in the life of a company’s web marketing programme. But just in case you haven’t used Dental Focus to help you do this, here is a quick look at some ways to identify some post-relaunch issues.

Has all site traffic ceased? If so, maybe Google can’t find you. “Google” your brand name to check. If you can’t find your Dental Practice or brand there may be an issue. It could also be that Google Analytics tracking has not been set up correctly.

Did you implement a relaunch to recover from a Google Penalty and find that you still can’t be found on Google? Maybe the penalty is still active and there are other factors that you have to address to remove the penalty?

If you are receiving organic traffic, but just at a reduced rate, it could be that a certain section of the site, such as the blog, doesn’t have the proper tracking code placement. Possibly something has gone awry with your link structure. Look at organic traffic by Landing Page. Look at post-launch vs a comparable time pre-launch and find the ones with the largest loss. Maybe a landing page, previously showing as a top performer, has been redirected to a new URL?

Have certain keywords disappeared from the focus/theme of the page?  

Have you activated settings on your robots.txt restricting search engine access? Did you change hosting or server? Communication issues between visitors, the host and server can lead to a delay in content delivery or in fact “timing out” of content. These issues leave a search engine with no way to view your site.

Summary

The above may help you to pinpoint the cause of reduced traffic. Or perhaps there is simply a design/code flaw or flagrant over-Search Engine Optimization, which Google wouldn’t like. Of course, even with a well-planned relaunch, you may suffer a slight traffic loss until Google (seeing a changed site – design/code/copy), assesses the changes.

Or, if you wanted a really well revamped and effective Dental website, you could have just contacted Dental Focus.

More magic, less logic?

Wednesday 31st July 2013

Analytics is mostly about generating stats, but can data alone help you to generate more business online? Certainly, data will allow you to improve your conversion rates and generate more qualified leads by telling you what is and isn’t working across multiple digital channels, but should analytics be your first – or even only – point of concern when structuring an online marketing campaign?

Currently, one of our biggest brands is changing its numbers-led marketing strategy, adjusting it in favour of rewarding marketers who are prepared to take risks and back creative ideas. So, which route has more potential for the future of dental marketing?

To see both sides of this argument, we are providing you with two published articles, below. The first discusses the importance of analytics-led marketing strategies, arguing that a structured, logical and formulaic approach allows for generation of more qualified, educated leads, measurable results regarding digital channels’ delivery of relevant content, how well and how positively your brand is engaging with your audience, and the overall identification of measurements meaningful to your business.

 

However, what is argued in the second article, and by VP of Marketing for Unilever, Marc Mathieu, is that true, drastic success can only be attained through a balance of logical strategy and creative thinking, and a marketing plan that puts it’s audience, not it’s statistics, in the spotlight. Mathieu, who previously worked with Coca Cola, claims that creativity-led marketing, whilst allowing for mistakes, also allows for flair and greatly increased marketing success.

What do you think?

Read more for yourself here:

“More than Metrics: how to use multichannel measurement and analytics to drive your brand”

“Unilever is on a quest for magic – and failure is an option”

 

Best wishes,

The Dental Focus team.