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Confluent Forms LLC

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A schema has now been added for restaurant menus, menu sections, and menu items

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Learn about the value a live chat operator can contribute to your website's success, while also being able to track its efficacy

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We begin as data scientists and numbers guys, but we become more valuable when we can use +Google Analytics to tell good stories

When you open up your Google Analytics dashboards, you immediately begin to define your performance by metrics, gathered in aggregate, about the pages in your site and how they performed recently. Common practice has us then digging through those piles of facts and figures to find and isolate areas of relative success and failure, searching for nuggets of insight that we can then take back and perhaps use to influence strategy and performance.

It is this thinking that gets us into questions such as:

What keywords can I use to get more traffic to my page(s)?
What traffic sources should I do more promotion on?
How is my bounce rate doing?

None of these questions put us into the mindset of the person, the actual person, that your business is trying to reach, assist, engage with and convert.

We need to stop thinking as data scientists, and instead start thinking like storytellers.

To think as storytellers is to get to the root of what Analytics is meant to help us accomplish: to quantify how successful we are at reaching our target audiences, helping our target audiences, and accomplishing the tasks we've set for them. But while the metrics give us numeric representations of those successes, they don't help us to understand the people. For that, we need to create stories.

For that we need to focus on the story, comprised of five parts: the *characters*, the *setting*, the *plot*, the *conflict*, and the *resolution*.

Read on:

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The purpose of your content is not to feed the content beast or the empty space in your website, but to reach, connect and convert your target audiences to your business

As content marketing and intent-driven micro-moments evolve, defining your organization's Buyer Personas and then strategically creating content that is aligned with one or more of those Personas provides a way towards the most effective content.

The main reasons for this strategy are that

you can create content that is written for specific audiences, tailored for them and their situation
highly tailored content will perform much stronger with the target audience than generic content as you speak their language to their needs
you can evaluate how you are connecting, satisfying, and converting individual personas, and compare them to other personas or the site average

Once you're using Personas for your content creation, the next step is seeing how the Personas perform and gaining actionable intelligence from those metrics. To see how your Buyer Personas are performing in Google Analytics we're going to use a little-discussed featured called Content Groupings to get us there.

Keep reading to learn more about measuring your content effectiveness through Buyer Personas and Content Grouping in +Google Analytics :

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Another great review! This one by our friends and clients at +Amherst Mediation Services, found at

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Get deep with your bounce rate. You'll be amazed at the insights you can gain.
All About That Bounce (Rate)

I'm starting this post by giving out a simple +Google Analytics dashboard focused squarely on exploring your site's Bounce Rate metrics:

As a top-level metric, a website's bounce rate is a pretty useless statistic (I explain why in the blog post). But, when you start digging down deep into your metrics, as well as combining it with various segments, the bounce rate can begin to give you greater context into how your users are experiencing your website, and whether there might be areas that you need to improve upon.

Three example scenarios (among many):

You find that first time visitors to your site have a low bounce rate, but returning visitors have a high bounce rate. Why? Perhaps your returning visitors are only coming to see your most recent blog post, nothing else.

Certain landing pages seem to have an above-site-average bounce rate. Why? Maybe that page was of lesser quality, or perhaps didn't do a good job of funneling the visitor to the next step.

Mobile seems to have a much higher bounce rate than Desktop. Why? Your mobile visitors might be searching for content found easily on the first page of your site (like your phone number), OR your mobile template could be so bad that it's turning away visitors.

With this linked dashboard, I'd recommend installing it, but then utilizing different segments as a way of going deeper. Recommended segments might include New vs Returning, Local Traffic vs All, Mobile vs Desktop...

Let me know what interesting observations you find!

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Understanding how Google views your location, not just how you view your location, is an important part of Local SEO.
Ranking high in Local as well as Organic, a never ending challenge

A great case study by +Joy Hawkins​ (fellow TC I got to meet at #tcsummit) for those situations where a local business has trouble ranking in local pack vs organic.

This is near and dear to me as my company, +Confluent Forms LLC​, has some bizarre rankings differences between the two types of search. We can rank #1 in local, but #4 in organic, #1 for organic and #4 for local, or #1 in organic and nowhere to be found in local.

So much for semantic search understanding the similarities between "web design easthampton ma", "easthampton ma web design", "web design in easthampton ma", and "web design" while in easthampton ma.

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With the massive expansion of JavaScript frameworks in the last year, how does your company know which to build upon?

JavaScript churn has become an emerging problem entering 2016

The number of JavaScript frameworks and amount of tooling that has emerged recently has combined to create an overwhelming number of options available to the developers of software solutions. The result of this abundance of options is growing uncertainty and the legitimate concern of basing your technology stack on a technology foundation destined to fade quickly into history. At the same time is is unproductive to have to rewrite your site annually to keep up with the front-edge of web development.

Our advice: move carefully in 2016 until things start to shakeout, the increased rate of turnover in JavaScript frameworks and tooling can have a negative impact on your bottom line.

Read on to learn more:
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