Charlie’s Quick Fire Reading List #12: calculated metrics & diacritics
The first reading list for 2016 and on our brand spanking new website, what a pleasure! It’s been a while since my last reading list, what with the hell and delight that is the Christmas holiday period. To get my brain back into gear following my time off, I sat down to digest all of the articles that have been shared around the office over the past month or so. These are the ones I found to be most pleasing!
Content marketing is hard, so says this article. One thing we have found invaluable when being involved in content marketing projects is having a solid process for how you actually go about starting a project; step by step guidelines that are conducted in the same way for each and every project.
This article outlines some pretty crucial steps that you (and we) should follow when undergoing a content project. Follow these and you’ll be heading down the right path to success, or at least a successful strategy.
Having a few clients that have a global market mean we often have little debates in the office about international search. One that came up recently is the use of diacritics on your website/in search terms and how this can impact your search traffic. For those that are perhaps a little lost, here’s a definition of ‘diacritic’:
A sign, such as an accent or cedilla, which when written above or below a letter indicates a difference in pronunciation from the same letter when unmarked or differently marked.
So for example, Über (the ‘Ü’ has a diacritic symbol).
The article may be a tad confusing for non-SEO types. To put simply then, should you use diacritics? Yes, but you should consider using both versions of the keyword (diacritic and non-diacritic). By using both, you help to connect the two terms in the eyes of search engines. Put simply, use a mix of diacritic and non-diacritic spelling variations in page titles, meta data and on-page content.
You may have noticed that Google has recently removed the location setting option. Pretty irritating for us marketers really, but I guess that’s why they’ve done it. In response, a bunch of tools and tactics have jumped into play over the past month to allow searchers to retrieve this location-based search information.
In the article you’ll find suggested tools and tactics from the genius that is Mike Blumenthal, we heart you Mike.
Those of you who run pay-per-click campaigns or have pay-per-click accounts running for your business will be very familiar with the terms ‘quality score’ and ‘ad rank’. They often plague the thoughts of many, if not all, PPC account managers.
If you’ve ever wanted to ask the questions ‘how do I increase my quality score?’, ‘how does ad rank affect my actual CPC?’ or ‘how does Google determine what is a good user experience?’, this is the article for you.
This article provides 25 user cases for using calculated metrics in Google Analytics. What are calculated metrics, you might ask? Well, they’re metrics that derive from a combination of standard and/or custom metrics in Google Analytics; standard metrics are things like users, sessions and pageviews.
Here’s a few useful calculated metrics you can create; average number of pages viewed per user, average cost per PPC session, revenue without shipping and/or tax and average revenue per user.
I very much hope you’ve found one or two articles from this reading list useful and/or interesting. Give us a shout if there’s anything you want to discuss in more detail, or if you just want a natter, that’s fine too.