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QueryClick
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Performance: Improved.
Performance: Improved.

47 followers
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QueryClick's posts

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We've been shortlisted for Best Use of Social Media at the Northern Digital Awards!
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Quantifying the Value of Bounce Rate for Ecommerce


At a very cursory level, bounce rate is designed to tell you if your content is meeting your audience’s expectations or not. But if there’s one thing I’ve learnt over the years, it’s that this metric should never be taken at face value.

Whilst Google describes it as the percentage of single-page sessions, it is more broadly accepted to be a visit with a single engagement or interaction hit, which may include a pageview, but can also include an e-commerce tracking, event tracking, or a social interaction hit sent to the Google Analytics server.

For the sake of clarity, there’s always Avinash’s more succinct summary: “I came, I puked, and I left”.

Yet the trap that many e-commerce sites fall into is seeing this metric and immediately making assumptions, without fully understanding the context within which it is being calculated, or the numerous external factors that may be influencing it.

Read on: http://buff.ly/2ccKfjd
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How Weather Forecasting Can Teach Marketers to Calculate Lifetime Value

Calculating Lifetime Value has been a challenge for marketers since day one.

Typically the data you need to analyse is spread over multiple locations. Today, you might have web analytics data from GA or Omniture, customer engagement data in DoubleClick, CRM data, offline customer data from call centres, bricks & mortar or offline marketing activity on Radio, Outdoor, Direct Mail or TV that, try as you might, just doesn’t seem to play together nicely when trying to merge together into a master customer dataset.

The challenge, in the past, has been that integrating those datasets requires careful, manual, data cleansing then extensive work building relationships between the data that are meaningful and allow the identification of individual customers as they travel across the different multichannel touchpoints of your marketing efforts.

Not so anymore.

Read on:

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There were some major PPC announcements at yesterday's Google Summit. Our round-up:

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QueryClick is hiring! We need new talent to join our technical SEO and inbound teams now - will you be one of them? Know someone suited to the job? Tag them below.

Graduate Technical Search Account Executive: http://buff.ly/1WRjYLx
Technical Search Account Manager: http://buff.ly/1WRk1H5
Inbound Marketing Executive; http://buff.ly/1WRk1H9
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Top 10 Super Bowl 50 Adverts: Inbound Metrics & Analysis

The Denver Broncos saw off the Carolina Panthers 24-10 to win Super Bowl 50 in what has been described as one of the most underwhelming finals of recent years. Regardless of what happened on the field however, the Super Bowl still attracts a huge audience.

111.9 million viewers tuned in to watch a game that lasts over 4 hours but only had 12 minutes and 6 seconds of actual football played during that time. You can see the broadcast breakdown here.

It’s safe to say that a large number of people are watching the Super Bowl for other reasons than just football. In fact, according to Prosper Insights and Analytics, 17.7% of adults say the ads are the most important part of the Super Bowl.

Marketers know this, and are happy to shell out up to $5 million for 30 seconds of airtime (per USA Today). However, the internet is a platform that can reach an even wider audience than those who watched the Super Bowl on TV, so let’s take a look at the top 10 ads (in no particular order) and review their online performance. The main metrics we will be looking at are backlinks, linking domains, social shares and views.

To read the rest of the post, click here: http://buff.ly/1ScNJVg

#Advertising #Inbound #SuperBowl
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AMP: Accelerated Mobile Pages

The new mobile solution to increase site speed and improve user experience.

In recent months, you’re likely to have heard of the acronym AMP within the search industry. AMP stands for Accelerated Mobile Pages, and it’s the newest project that Google, Twitter, and many other businesses and developers have been working on.

This open-source project is born of the necessity to drastically improve site speed, and therefore user experience, and to help users more easily access information throughout the whole web. The AMP project is working towards creating a unified and templated way to create pages that will increase speed and user experience on mobile devices.

Read the rest of the post here: http://buff.ly/1ncadbT
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Should I Bid On Brand Keywords In AdWords?

Should you be bidding on branded keywords? This is a much debated topic here at QueryClick, and chances are you have landed on this article with your own opinion.

There is no right or wrong answer. What’s right for your brand or company may not be the right choice for another business, and it all centres on your brand name, current competition, current SERP performance and business goals.

To read the rest of the post, click here: http://buff.ly/1PGFCev
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Introducing Google Panda To The Core Algorithm

Content specialists take note: as of last month, Google Panda is now part of the core ranking algorithm. But what does that mean? How is the change different from before? And as content creators, do we need to be doing anything different now that Panda is part of the main event?

What Does Being Part Of The Core Algorithm Mean?

Previously, Panda was a spam filter, something applied after the core algorithm had meandered its way through ranking factors and key signals, coming in at the end to judge the overall quality of a site’s content. But with content and the value it provides to the user such an important part of Google’s guidelines, Panda has become increasingly crucial in determining which sites provide the best user experience. In January, this feeling peaked when Google announced Panda’s QA process would now be applied within that core, initial ranking verdict.

To simplify further, think of the change in baking terms. Panda used to be a cake topping (let’s say icing), adding a little extra to the finished product (the SERP results' quality). Now, it’s part of the main recipe itself, and the whole cake (SERP) simply wouldn’t be possible – and wouldn’t taste good – without it.

How Is This Change Different From Before?

To find out, click here: http://buff.ly/1Qnuw1S
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Coming Soon: Our #BlackFriday Industry Report

We investigated top mobile operators in the UK to see how they fared last Black Friday weekend.

Stay tuned for in-depth #SEO , #inbound and #socialmedia insights!
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