Category Archives: Smart Insights

Be brave: ignore the most obvious search terms

There’s some interesting new research about Google traffic which you might like to take a look at, discussed in The Number One Spot – how to use the new search curve CTR data on the Smart Insights blog. The investigation looks at the difference in response you might get between the first and lesser positions in the Google results, and not surprisingly, the top spot is way more effective than lower ones. In fact, it gets about the same number of clicks as the rest of the first-page results put together.

Unfortunately, the top spot for generic product classifications is often beyond the reach of most manufacturers, especially if the competition includes sites like Wikipedia. So it may make more sense to concentrate on the less-used search terms. Tools such as those found in the Google AdWords system give you a good idea of the number of searches being made on any particular term, so it’s not hard to work out whether you’d get more traffic from the number 1 position for “fast blue widgets” than you would from the number 5 position for “widgets”. And let’s face it, if you’re selling fast blue widgets, would you rather have 10 visitors who typed “fast blue widgets” into Google or 10 who just typed in “widgets”?

Could QR Codes be a useful tool in industrial marketing?

A reader (thanks Bob!) recently brought up the subject of QR codes, and how we might use them in industrial marketing. There’s no doubt that this could be an interesting technology. QR codes are two-dimensional barcodes, which of course originally came out of the manufacturing sector, but free smartphone apps to read them bring all sorts of possibilities. The most obvious will of course be in consumer marketing, but it’s a technology which is worth knowing about. And if you’re skeptical that enough customers are going to have the capability or enthusiasm to read them, at least consider how you could be the one to read them, perhaps as part of a response or check-in mechanism.

The best guide I can find at the moment is Marketing with QR codes on Smart Insights Digital Marketing, a great article which discusses a whole range of applications.


Putting your email performance under the microscope

I think I’ll finish up the week with a third article on getting more from your analytics, covering something else I see time and time again: not recording the traffic from your email marketing campaigns. This really isn’t that difficult, although all the talk of “tagging links” can seem a bit daunting from the outside. Fortunately I don’t have to go to the effort of writing an in-depth guide, because an acknowledged expert has already done it. Have a read of Email campaign tracking with Google Analytics by Dave Chaffey on Smart Insights. Once you’ve started seeing the visitors from your emails analysed to the same detail as the visitors sent by other websites, you’ll never look back. It’s a different world to saying: “there’s a big spike in traffic called ‘not set’ that day, I expect it was the email we sent out about then”.

How are your emails looking?

If you send emails to your customers and prospects, have a read of Nine email preview tools and why you need one from the Smart Insights blog. One thing’s for sure: there’ll be loads of different-looking versions of your email out there, and some of them might not be to your liking.