Tim Allen's Posts



The Google Analytics Audit Checklist

Google Analytics out of the box seems relatively straightforward. Place a piece of code on all your web pages and watch the data roll in. For the Google Analytics novice, it’s satisfying to watch the sessions add up, along with so many other metrics about your audience to discover.

However, the issue with this out of the box setup  is that accounts often contain spam sessions, internal sessions, no or little goal tracking and inaccurate e-commerce tracking. As a result, this can mean inaccurate measurement and can make it harder to identify and debug website issues.

To help you through this we have pulled together a Google Analytics audit checklist which we will continue to keep up to date as Google Analytics roll out any new features. This is the checklist we use to help all of our clients, and we’ve shaped and reformed it over time, hence why we so keen to share it and help other SEOs, digital marketers, and even small business owners who can use GA but want to make the next step up with their setup.

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Split Testing Titles and H1s: Do They Still have an SEO Impact?

Let’s start by going back to 1998, back before anyone knew what Google was and the likes of Tom Anthony and Will Critchlow had just begun to build websites from their bedrooms. It was important to repeat your keywords keywords keywords across the site so that AltaVista & co. would know your keywords were very important, as keywords were how you ranked. You wanted to make sure your keywords were in your title, and that your keywords were in H1 tags, and that your keywords were just about everywhere else. (Ok, I can’t keep this up any longer, but you get the point).

Joking aside, title tags and H1 tags have always been at the centre of SEO - no good site audit doesn’t mention them. However, as things have evolved and we’ve had PageRank, TF-IDF, Penguin and RankBrain, it is tempting to wonder if optimising these things makes much of a difference anymore.

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Hide and Seek with Facebook Ads

Advertising on Facebook over the last few years has continued to explode, particularly on mobile devices, with Facebook seeing a 72 per cent year-on-year growth in advertising on smartphones and tablets to $3.3bn.

Factor in that mobile advertising makes up more than three-quarters of Facebook’s ad revenue, driven by 1.39 billion active mobile users, there clearly continue to be huge opportunities here for both Facebook and Advertisers.

With that in mind, this post is going to highlight a number of features that you may or may not know exist within Facebook Ads due to its rapidly changing landscape. Some of these features are in early testing and as such not integrated to the main Ads platform, some are being tested regionally, and others are just tucked away.

Additional advertising features available through the Power Editor

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The Consultant’s Checklist for Launching Content

You’ve launched a brilliant new piece of content everyone is excited about. But a few minutes after it’s sent out into the big wide world, you realise you’ve forgotten to do something. Panic sets in, the phone starts ringing…

I’m guessing many of us have experienced this scenario. In a way, it’s easy to see why. We know pieces will go through rigorous quality assurance processes - checking functionality, browser testing and device testing, but there are other things a project lead needs to look out for.

Here’s a checklist every consultant should review before launch.

Tracking

Have you placed the correct tracking on the page?

For the majority of our clients at Distilled, this means ensuring Google Analytics (GA) or a Google Tag Manager (GTM) container is on the page. Make sure to insert the appropriate tracking code for your own site (Omniture, Coremetrics, etc).

If you’re not sure how to check whether analytics is set up, you have two options:

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Getting To Grips With Google Tag Manager

Arrive at the Google Tag Manager home page and you are presented with the message “Digital Marketing Made (Much) Easier”. Whilst this is true for long term project and tag management, the initial learning curve for Google Tag Manager can be somewhat... frustrating.

Documentation from Google is at present somewhat confusing, yet this is obviously something Google is going to be looking to dedicate more time to in the future as suggested by the extra focus on Google Tag Manager in the new version of the GAIQ Exam.

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