Yesterday, in this very space, my friend Ruth Stevens made the case for “gating content”–placing your best stuff behind a registration or contact form so that you mine your Web…
Read MoreConversion rate
Do you know how to calculate your conversion rate?
I had a great time yesterday delivering the keynote at the Wednesday live conference in Stockholm, which featured an all-too-typical show of hands. First, I asked how many of the…
Read MoreThe first conversion: why repeat visits matter
Gentle reader, I am about to provide you the most blatantly obvious advice you’ll ever receive. No need to thank me. I’m happy to do it. And if you wonder…
Read MoreSearch keywords are market segments
Perhaps you are new to digital marketing, or maybe you find yourself in a position where you need to explain digital marketing to others. Either way, today I want to…
Read MoreAre you overlooking paid search optimization?
We all love to talk about social media. It’s exciting and all breathtakingly new. And we even love talking about SEO because Google is always ginning up a change the…
Read MoreWhy digital marketing challenges everyone
Sometimes I can see it in their eyes. During a speaking appearance, I’ll look out at the audience and see fear. Not the “Big F” kind of “Run for your…
Read MoreSingular and plural keywords are not always the same for SEO
You probably don’t think much about whether you enter singular or plural versions of your keywords into the search box, but we’re starting to see reasons why search marketers should…
Read MoreCan search marketing lower my conversion rate?
I got just that question from someone the other day, and it made me realize what a lousy job we marketing “gurus” are doing in explaining what is important to…
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What’s your true conversion rate?
You probably check your Web metrics system frequently, and focusing on your conversion rate is a big part of what you do. New research from Sun Microsystems casts doubt on…
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