69% of marketers claim that they focus on conversion rates and performance metrics when coping with their loss of Google keyword data.
This comes from the 2014 Industry Survey published by Moz.
By moving towards making all searches secure, Google has taken away most of the organic search-term data from its Analytics tool, thereby leaving the rather cryptic ‘(not provided)’ as the top keyword in the search terms driving traffic to your site.
Google is constantly testing and tweaking its search results pages and presentation of ads, with the aim of better UX and of course, monetising its pages more effectively.
The two are not mutually exclusive, as the better the user experience, the more people are likely to use it and therefore attract advertisers and clicks.
Dr Peter J Meyers, Marketing Scientist at Moz, has been keeping tabs on tests carried out by Google, and he has some very interesting predictions of what the SERPs will look like next year.
His article on Moz.com looks at a number of changes, including the knowledge graph and greater use of boxed results, but I'll be focusing on changes to the appearance and placement of PPC ads.
The time and effort spent in coming up with creative, interesting social content is all for nought if Facebook posts and tweets are published at a time when nobody is listening.
Therefore marketers need to test and analyse their social activity to work out the most effective types of content as well as the optimum time of day to post updates.
In a talk at Brighton SEO last week Moz director of community Jennifer Sable Lopez ran through a number of useful tools that can help marketers to test their social campaigns and content strategies, highlighting the best use cases for each one.
Here’s a quick run through of some of the tools Lopez recommended...