Social Media Marketing

The Beginner’s Guide to Digital Marketing Analytics

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Throughout the 20th Century, one of the biggest problems with marketing was that it was difficult to calculate its return on investment.

Is that ad we placed in the newspaper last month really the reason we’re seeing an uptick in store visits? Or, is the billboard on the side of the interstate 20 miles away from our exit drawing in more visitors? It was hard to say for sure.

Today, traditional marketing media like print, television, radio, and billboards certainly still have their place. However, the 21st Century brought us a new, measurable form of marketing: digital marketing.

With digital marketing comes the opportunity to directly track and analyze results using digital marketing analytics. But, that doesn’t mean everyone is tracking their results. Today, only 1 in 4 marketers can prove the impact of their marketing efforts on their business.

Our goal is to show you what you should be tracking, how you should be tracking it, and why tracking is so important. Here is the Beginner’s Guide to Digital Marketing Analytics.

What You Should Be Tracking
1. Organic Traffic and Keyword Ranking

Search engine and keyword optimization is your way to communicate with search engine algorithms in a way that shows what your website is really all about. Each page you create is a new opportunity to rank for a new keyword and drive new traffic to your website. If you are not driving organic traffic through website pages and blogs, you might be failing to check some of the necessary boxes (either with content or keyword selection).

Benchmarks: This number is going to vary a little bit by industry and product, but across all of our current clients, the average is 40% of all website visits come from organic search. When you are doing inbound marketing at full strength, all of your traffic sources should be increasing, but organic search is the primary indicator of how well you are doing with the content creation piece of the process.

2. New Leads/Conversion Rates

As marketers, we know that when it comes to traffic, more is better, but if that traffic isn’t converting into relevant business leads, then it’s not really doing us any good at all. It’s important to create relevant offers and conversion points that connect with your visitors and potential customers that will help move them from strangers who don’t know anything. A lot of companies miss the mark on this metric by creating content offers that are too company-specific. Be helpful, inform your visitors.

Benchmarks: Sitewide, you should be aiming for 3%–5% conversion rate on all your website visits. However, your individual landing pages should be getting a 15%–20% conversion rate at the very least. Some of our clients’ really popular pages get around a 40% conversion rate.

3. Session Duration

The session duration of an average user on your site is a very telling metric. Creating “sticky” content that encourages visitors to stay engaged, visit another page, or watch a video will help you increase the duration. Measuring session duration is especially important as it relates to your organic visitors because Google is monitoring how effective the search results are. If someone visits your site and leaves in under 20 seconds, that sends negative SEO data to Google.

Benchmarks: Every website is going to be different. Take a look at your Google Analytics data (learn more below) and start working on ways to incrementally increase the average session duration. Can you add more links to your blog post and website pages? Maybe you need to add relevant calls-to-action on your best-performing pages? Or try adding some video that keeps users engaged.

4. Email Open/Click-Through Rates

Okay, so we’ve discussed online traffic metrics. Now, let’s move to email marketing (which still works, by the way). The two most important statistics to track for email marketing are open rates (what percentage of recipients opened an email) and click-through rates (what percentage of people clicked on a link within the email).

Open rates tell you how deliverable your email is (i.e. avoiding spam folders, having attractive subject lines), and click-through rates tell you how appealing your email’s deliverables are (i.e. content, coupons, contest sign-ups).

Benchmarks: Again, every industry is different. But, it’s helpful to aim for at least an 18% email open rate and at least a 3% click-through rate.

5. Video Engagement Rates

Video is one of the most engaging forms of content that you can create. So, you should be creating it. And, if you are going to go through the time and effort to add video to your website, then you should definitely be tracking more than the views.

We hear a common myth all the time that shorter video is better, but just like any piece of content, what matters is the quality of the video, not the length. If you have an awesome, compelling video story that keeps people engaged, they will keep watching.

One of our favorite projects was a “Stories for the Soul” video that was about six minutes long. Conventional wisdom would tell you that people stopped watching after the first minute of the video. But, that wasn’t the case, at all. Our video had an 82% engagement rate overall and 78% engagement rate through the 5:24 mark.


Benchmarks: Measuring engagement rate is less about shooting for a specific number and more about understanding how your audience engages with videos. Do they fall off around the one-minute mark? Will they stay for five minutes if they find it engaging? Are there parts of the video that lots of viewers are re-watching? Without measuring your videos, there is no way to analyze and improve them in the future!

6. Cost per Lead/Cost per Customer

Do you know how much it costs for you to acquire the leads you are getting today? Is it $2,000 or $200? By calculating the cost of your marketing efforts and dividing by the total number of leads/customers converted, you can start to get an idea of the cost per lead/customer. Your cost per lead and customer is going to depend on your business and your average lifetime value of a prospect. You should have a lower cost per lead if your lifetime value of a customer is $2,000 vs. $200,000.

Benchmarks: Again, this number is going to vary a lot by industry, company, and product value. Create a spreadsheet, track your averages on a monthly basis, and look for trends. If there are marketing activities that lead to more customers at a lower cost, then make sure you are doing more of those activities.

These inbound marketing analytics will help you get an understanding of the effectiveness of your campaigns. We love to help companies optimize their inbound marketing process, so if you are looking for help identifying where you need the most help, we’d love to do a free marketing assessment.

7. New Business from New Customers

Not surprisingly, closed business is likely the most important measure of success for marketing and sales. In order to track how many leads are turning into customers, it’s wise to integrate your automation platform with a CRM system to implement closed-loop reporting.

You’ll want to pay close attention to the conversion rate for this metric, the lead-to-customer rate.

Lead to Customer Conversion Rate Formula:
# of customers / # of leads = Lead-to-customer conversion rate

Also, don’t forget to consider the customer’s or account’s lifetime value when looking into closed business. A new customer may be worth more than just the value of the one-time purchase.

Customer Lifetime Value Formula:
Avg sale per customer x Avg number of times a customer buys per year x Avg years a customer will buy from you = Avg customer lifetime value

If your sales team is uploading deal information into your CRM, this should be easy to track and calculate. With this information, you can accurately calculate the return on your marketing investment.

8. Your Marketing Return on Investment (ROI)

Are your marketing efforts worth it? The timeless question. How can you say a marketing campaign was successful if you don’t know if you recorded a return on your investment?

When measuring ROI, you’ll need to calculate your customer acquisition costs for all online marketing efforts. How much does it cost you to acquire a new customer? This includes manpower, technology, and other expenses related to campaigns.

Return on Investment Formula:
(Sales growth – Marketing investment) / Marketing investment

In order to calculate your customer acquisition costs, like the metric above, it’s recommended to integrate your marketing automation solution with your CRM platform.

Keep in mind, if you want to accurately measure marketing ROI, you’ll need to be very diligent recording data and closely tracking the buying journey of a customer. The depth in which you’re able to drill down is dependent on the collection of information. Ideally, you’ll get the correct systems in place and benefit from the ability to truly understand the impact of specific marketing campaigns on your business.

What Tools You Should Use

Now that we know what to track, we need to know how to track it. And there are many tools that you can take advantage of to track and measure your success online. Here are a few that we use along with their specific use-cases:


Because we’re a Platinum Partner with HubSpot, we use it for just about everything. Our website is built on HubSpot, we host our CRM on HubSpot, we send automated emails through HubSpot, and we post on our social media through HubSpot (to name a few).

Therefore, we can track site visits as they turn into leads and from leads to customers, all through one platform, which makes it very easy for us to track specific success from certain campaigns.

You don’t have to build your website on HubSpot to have all these amazing options, though, so don’t fret! If you’re interested in working with HubSpot, they can merge their software with your current website so you can start getting insights and tracking leads without changing your online presence.

But, HubSpot may not be for everyone. Visit their website to learn more about what they can do for you before taking the plunge!

Google Analytics

You’ve probably heard of Google Analytics. In fact, you may have (hopefully) already set up Google Analytics for your website.

Google Analytics is a free tool that allows you to build campaigns, see customer behavior, and measure traffic on your website.

Much like HubSpot, there is A LOT of information you can gather from Google Analytics. Dig in deep to find correlations and patterns with your most successful pages and your incoming leads.


Remember when we talked about growing your organic ranking at the beginning of this blog? Again, that comes from writing and publishing quality blogs with helpful content.

And the best way to know what people are searching for is by conducting your own keyword research.

We have found that Ahrefs is a great source for not only keyword research, but competitive research as well. They have fantastic tools for finding the difficulty and searches per month for keywords, helping you understand what your competitors’ articles are ranking for, and knowing what news is trending related to your business.

Special Shoutout: Keywords Everywhere, a Google Chrome and Firefox plugin, can really help with inspiration for keywords. It’s a free resource, so you can visit their website and install it now.


If you’re producing videos (and you should be), you’ll need a tool to host and share those videos. YouTube may be an obvious choice for video hosting, but other video platforms are worth considering. Like Wistia, for example.

Wistia allows you to gather specific data, like your engagement rate (remember the Stories for the Soul example above?). It also allows for more customization, and most importantly, it can integrate with other marketing automation software (like HubSpot) to automatically trigger actions.

For instance, you can send someone an automated email after they’ve watched 1:30 of a Wistia video.

Special Shoutout: If you have HubSpot Marketing Professional or higher, local video hosting services are now included (with automation built-in!). That means customization, workflow creation, and lead capture technology are all included with HubSpot Videos.


If you want to get even more specific with your website optimization, you can use Hotjar (or CrazyEgg). Both of these tools create heatmaps of your landing pages, so you can see where people are looking on your page.

For instance, if you want to place a lead capture form on a landing page, in a spot where your visitors will actually see it, make a Hotjar heatmap of your landing page. This will allow you to see where visitors first place their eyes, which will indicate where you should put the lead capture form.

Why Digital Marketing Analytics Are Important

Digital marketing analytics can help you…

Better understand your customer. Think about it: You will now be able to know what your target audience is searching for by doing keyword research on Ahrefs. Then, you can use Google Analytics or HubSpot to track their behavior on your website, which will help you better understand their buyer’s journey. Not to mention, you can build in pop-up forms that can give them the opportunity to ask questions while they’re thinking about you on the page, or even chatbots that pre-emptively answer their questions!
Better understand your competitor. By researching your industry to gain a deeper understanding of how you can improve your online presence, you’ll get to know your competitors’ niches, and consequently, your niche!
Prove the value of your efforts. We already said it, but I’ll say it again for those in the back: You can directly track the ROI of your efforts with digital marketing! No more guessing games as to whether what you’re doing is actually working — you can track customers from the awareness stage all the way to the purchase decision.

Good luck on your journey with digital marketing analytics. If you need any help along the way, give us a call.

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Social Media Marketing

How to Boost Your Instagram Marketing

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With more than 500 million active users daily and increasing, Instagram has rapidly become a powerhouse in the social media world.

The popularity of Instagram has led many brands to focus their attentions on the platform when it comes to their social media marketing efforts, and whilst many are taking full advantage of the opportunities it can present, some are failing to fully utilise its potential. So, how can you boost your Instagram marketing efforts?

Webster2703 / Pixabay

Get your bio right

For anyone visiting your Instagram profile, your ‘bio’ should act as a catalyst, to encourage users to follow your page. First and foremost, you obviously need to state who you are and what you do, followed by an incentive as to why they should follow your page (e.g. ‘follow us for marketing tips and guidance’), and finally share something with users that will highlight your expertise in your area, such as a whitepaper or guide. Within each of these points, don’t be afraid to use emojis, as this will help your bio to stand out.

Use video

Research shows that users are 95% more likely to recall a CTA when watching a video, as opposed to only 10% that read a CTA, and therefore using videography as a marketing tool is a no-brainer. As a visual social platform, Instagram is the ideal place to utilise your video content, including promotional, testimonials, office culture and more.


If you want your post to be seen by an audience wider than your following, then you must use hashtags. Particularly for Instagram users, who can actively ‘follow’ hashtags, these are a great way to categorise a post whilst simultaneously reaching your target audience. There is a fine line between too little and too many hashtags, but it is recommended that you use a minimum of five. When it comes to which hashtags you should use, do your research and identify relevant keywords that have a minimum of 60,000 attributed to them.

Utilise stories

As Instagram evolves, stories have now become a vital part to any social media marketing strategy, with people now more likely to view your story in the first instance, prior to viewing your Instagram grid. On your stories you can re-share your content, provide insight into company culture, showcase events and don’t forget using the all-important hashtag and location pin. While stories are mainly for snippets of video, Instagram has recently introduced IGTV, which allows you to share much longer video content with your audience.

There are countless ways that a business can utilise the power of Instagram to boost their marketing success, and in following the four steps above, alongside other best practice techniques, this platform can bring significant returns.

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Social Media Marketing

Web Development Issues: 7 Reasons Why Your Website Isn’t Driving Business

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Is your website failing to drive business? You may be having problems with your web development. Read more here.

website development

You launched your new e-commerce website and you’re excited about the promise of increased business.

You sit back and wait for the traffic to roll in. And then you wait some more.

After a few coffees, you realize it’s not catching on the way you expected. But why?

It’s very possible that it isn’t what you’re selling that’s the problem. You likely have a web development issue, that can be fixed.

Let’s take a look at common web development issues that hold businesses back and how to reverse them.

1. You Lack a Value Proposition

When it comes to content, what you present to website visitors is very important. While it’s okay to tell people your brand philosophy and some of your achievements (like many companies do), you have to make it relevant for potential customers.

That means you should take the time to develop a value proposition. There needs to be a focus on the products or services you’re offering – you tell the potential customer how these offerings can solve a problem that they have.

Think about what sets your products apart from your competitors, and then hammer that home in your website messaging. Tell them how you can better serve them or more affordably meet their needs.

2. You Don’t Know Who Your Audience Is

You could have heavy website traffic, but that doesn’t mean a thing if you don’t generate any sales leads from them.

This step of creating quality leads, not just website traffic, should actually start before the website is even built. Questions you should ask yourself include;

Who am I selling to?
What do those people need to succeed?
How do they want to be communicated to?

Experts in the industry call this building buyer personas. It helps you narrow down your target audience by reviewing data and analytics among other steps to see what people are searching for, and from where.

You can even survey customers to find out what they want to see from your offerings, and what their biggest challenges are that you can help solve.

Then it’s your job to take all this information to create buyer personas that can target leads like a laser beam. By appealing to the specific tastes of your target audience and even modifying website design to accommodate their online behaviors, you can strike gold.

3. You Don’t Have a Blog

You may be lucky enough to have a chance visitor buy something through your website. But the real victory is making them into long-term customers. Easier said than done? Not always.

You may think writing a blog is not important in an overall marketing strategy, but you’d be wrong. A regularly updated blog provides a reason for customers to come back, especially when you give them the information they need or can’t get anywhere else.

Make the content interesting and personal. Say for example you sell fair-trade coffee online. Write a story about how you sourced the coffee beans, a little bit about the people that grow the beans, and why it is a sustainable practice.

Use photos, graphics and links to reputable sources to make it more visually interesting and interactive.

Another benefit of blogging is that search engines love content – they reward websites with more indexed pages with higher search rankings. Do some industry keyword research to incorporate into blogs to make them perform even better!

Try to keep your blogging consistent so people know when they can expect a new post – weekly, for example. Promote your blog across any other channels you have including social media.

4. Your Website Isn’t Mobile Friendly

Statistics show more and more people are accessing websites using their mobile devices, which should really come at no surprise.

In fact, from the first quarter of 2015 to the fourth quarter of 2018, mobile web traffic (as a percentage of overall web traffic) increased from 31.16 percent to 47.19 percent.

So with about half of all web traffic coming from mobile devices, you should be thinking about the customer’s mobile experience. Your site might look beautiful on a desktop computer and function with ease, but be a nightmare for those trying to make a purchase from their smartphone.

If you have identified your target customer as millennials, keep in mind they consume more information through mobile devices than from live television. Gen Z customers, which have billions of dollars in spending power, value great customer service. So make sure you have a live chat option for customer support or an easy way to get an answer through your website.

That means you should focus on building a responsive website. What does that mean? A responsive website not only arranges design elements and text size for the best viewing on smaller screens, but it also ensures the interface is user-friendly so no one leaves your website in frustration.

Google even offers a free mobile checker to tell you ways you can improve your mobile website. That could be something as simple as reducing photo size so it loads quicker.

5. Your User Experience is Weak

This ties in with the previous point about making your website mobile friendly. When someone visits your website, they don’t want a lot of hassle and guesswork to get to the products or the checkout. They want a seamless and quick process.

Keep in mind your online storefront is like a retail brick-and-mortar storefront. If people don’t like the first impression or something puts them off, they’re not likely to buy from you. Even if you have a great product.

But how do you drive traffic through customer experience?

Take a look at your interface, both on desktop and mobile. Are the action buttons (contact us, buy now) to close together? Does the color scheme help identify different elements of the page, or does it look like one big mishmash of information?

Make contacting customer service easy. Don’t make the customer go through a lot of unnecessary steps before they can buy a product (like agreeing to multiple terms or checking off newsletter subscriptions). Once the customer has purchased something easily, then it might be a good time to ask them if they want to read your newsletter or complete a survey.

Are your customers accessing your website from different countries? Consider adding language options to your website.

6. You’re Not Making Use of Social Media

You may think social media is a nuisance, but it’s a major way that customers interact with brands. Not only should you put links to your Facebook and Twitter pages right into the user interface, but you should also spend time creating posts and answering customer inquiries.

Each time you update your blog, be sure to post a link through social media and let people know why they should read it, or even open the door to discussion or comments. Make it fun and engaging. At the same time, but share buttons on the blog page itself so people can easily spread the content.

If you have a business Facebook page, potential customers will assume it’s being monitored at all hours. They may send you a message to clarify something about a product or to tell you about a problem, and you need to be ready.

But this also presents an opportunity to share links to products from your website, or to collect valuable feedback about your products or services. If you don’t respond to inquiries through social media, the potential customer may feel shunned and will move on to your competitor.

Buying sponsored posts on social media that drive traffic to your website is another option, but make sure you’re targeting the right demographic or you might as well throw your ad dollars down the toilet.

7. You’re Lacking External Links

The ideal situation is for other brands or online entities to link to your site as an authority in the industry. While being really good at what you do and creating winning blog posts will help you stand out, it won’t guarantee attention.

What can you do? Well, you can reach out to other brands and ask for links. Or you can create a guest post on another prominent website that drives traffic back to your website.

Having more people link to your content will result in more page views, which is good for your website rankings. Be sure to link to relevant content to support your website information, but be careful not to accidentally promote products you’re competing with.

Better Web Development, Better Sales

The web development process is crucial to help target the right customers and keep them coming back for more.

A website isn’t a one-time job – you need to keep it updated and engaging to have customers return. You also need to ensure your search engine optimization (SEO) is effective to keep you high in the search rankings, so they can find you in the first place.

By following some of these steps, you can see a spike in your website traffic. But more importantly, you can convert more casual visitors into paying customers.

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Social Media Marketing

Ultimate List of Link Building Strategies for eCommerce

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eCommerce link building strategies are those strategies you create in order to get links to and from your online store. Which makes link building an essential part of a winning DIY SEO strategy for online sellers and involves the practice of getting third-party links on other pages, blogs and/or content.

Why is this so important? Because it helps boost SEO scores and ultimately improves your organic traffic over time. A perfect DIY SEO strategy should include link strategies that generate a variety of link types.

Let’s break them down.

Link Types for eCommerce Link Building Strategies

There are three main types of links winning eCommerce link building strategies should include.


These are links to your content, pages and/or site from other domains. Your aim is to have as many links from reputable sites as possible, while ensuring they are relevant to the content (and anchor text) being linked to. Backlinking is also the quickest link building strategy you have at your disposal in terms of effectiveness and results.

Internal Links

These are links inputting into your content to other content pages on your site. In eCommerce terms, this could mean adding links in new posts to previous posts and making sure you have related content, adding related or upsell product links to checkout or product pages, or having FAQ and policy page links on various pages.

Outbound Links

These are links to other domains that you add to your site. There are two types of outbound links: dofollow and nofollow. Dofollow links are outbound links you include, where you haven’t edited the settings of the links. Nofollow links are those links you tell Google to ignore in order to protect you from questionable websites you are linking to.

You should be using nofollow codes if you’ve loaded sponsored content, preventing any irrelevancy issues, if you have linked to or from business directory sites or if the domain of the content you are linking to has a lot of spam content.

Now that we know what types of links your strategy includes, you may be asking, But why does this work?

The short answer is because link building creates trust, relevancy and authority. Let’s look at how link building improves these critical elements of SEO basics.

How Link Building Builds Trust

The higher your Google TrustRank score is, the better your SERP placement will be. This is because rankings are influenced by how much a search engine trusts your brand domains based on the trustworthiness of your site and links. Linking out to authority sites and having authority sites linking to your store means higher trust signal measurements (Google determining that your links and content are trustworthy) and improved rankings. You can learn about Google’s TrustRank in this Backlinko guide.

How Link Building Creates Relevancy

Links to your content and product pages and/or websites to internet pages covering relevant content. In other words, the relevancy of links plays a role in your store’s relevancy, which helps with SEO rankings. Let’s say you are a winning online fashion brand; you would want to aim to secure links on fashion blogs or influencer accounts.

How Link Building Forges Authority

The higher the authority of the page, domain or link, the better your SEO results will be. Google measures the three types of SEO authority separately, and therefore you would aim to link domains, content and pages that score higher in this area than you.

If you want your links to work for you, capitalizing on these three elements to drive traffic, you want to ensure you don’t forget your link signal basics. Link signals refers to anchor text, TrustRank, link similarities and ensuring that you are continuously adding new links (of all types) to your site to keep your eCommerce store relevant and popular in the eyes of Google.

Now that you know what link building can do for you in terms of SEO, let’s look at leading link building strategies for eCommerce to add to your DIY SEO arsenal – ultimately growing your organic eCommerce traffic enough to continually increase sales long term.

Strategy 1: Get Serious About Your eCommerce Blog

Even with the many advantages that blog content offers, so many online stores put eCommerce blog creation and management at the bottom of their to-do and budget allocation lists. To give you an idea, only 62% of the top apparel stores we looked at in a previous post have an active blog, press page or subdomain.

But unless you’re making millions in revenue and have enough traffic (said no store owner ever), ignoring the ROIs of blog content is a mistake. One study proved that brands posting 16+ blogs per month were ensured to generate over three times more traffic; with those stats, what have you got to lose?

Having an eCommerce blog chock-a-block full of highly relevant content is a key component for an SEO strategy. Not to mention helping establish you as an authority or influencer in your niche. However, another advantage of having a blog is increasing your outbound links to relevant content within your niche while also allowing you the opportunity to create share-worthy content that other content creators will link to.

Here are our top tips to help you gain more links from your eCommerce blog linking strategy.

Add value with your content. This ensures that you are not only giving your potential customers the information they want but also ups your chances of other websites linking back to your content. Here’s an example of a good blog content strategy from Tattly:

ecommerce blog example tattly

Include evergreen content. This is content that remains relevant by having a long shelf-life. This includes how-to guides, buying guides, big case studies (we will get to that in more detail later) and infographics. For example, how-to style guides were found to increase guest blog acquisition by 40%.

Be consistent. You want to continuously create and post new content – whether that is once a month or eight times a month. The trick is to concentrate on quality over quantity. So start slowly and build yourself up.

Don’t hard-sell. It’s tempting for brands to treat every bit of content as a sales pitch. But sales pitch content won’t get the links you want or establish you as a trustworthy, relevant brand. Instead, you want to direct traffic to your product pages from the content – not use your content as an advertorial.

Create share-worthy content. The more shareable your content is, the better. This means testing and using a variety of content such as listicles (list articles), guides and original video embed content. This will also have the added benefit of keeping your readers interested by mixing it up.

Link to other content. Remember that your blog content has huge inbound link potential. This is not only a must for link building strategies but will also add value to your readers by giving additional information and tips as well as improve your overall SEO by keeping traffic on your site for longer.
Create case studies or do your own research. Another way of generating backlinks to your site is with unique case studies, research blog posts or web content pages. In an extensive Buzzsumo blog content study that analyzed over a million posts, they found that as much as half of those blog posts only got eight shares. They also found that as much as 70% of the analyzed posts were never linked to. However, it was proved that original research and associated report content has a much higher backlink rate.

Strategy 2: Show Off Your Expertise and Become a Niche Influencer

Once you begin to establish your brand as an expert through your high-value content, you want to spread that expertise around the web. Reaching out to popular blogs within your niche with guest post ideas is a link building strategy must. Guest posts not only establish you as an influencer to that site’s readers but offer high-value eCommerce link building opportunities.

So how do you build a guest blog strategy? Here is a step-by-step guide.

Step 1

Use Google search autocomplete and reverse image search, Twitter trend search, your competitors’ backlinks, and blog research tools such as and Buzzsumo to find content and site opportunities.

Step 2

You want to research the target reader, types of content they post, and product of each guest post opportunity. This will ensure your topic and brand would be relevant for their online publication and narrow down your list. You also want to check what their guest post application.

Step 3

Although you can submit a completed blog directly to these possible guest post opportunities, you may want to approach them with possible topics first. You can do this while requesting their guest post guidelines, as it will ensure you create something they are more likely to accept. Remember: every blog will have their own quality and publication rules, and writing for that format increases your chances of being accepted.

Strategy 3: Capitalize on the Power of Video

Video is the king of content and social engagement. It can also help increase backlinks when using video in a variety of ways to drive traffic to your online store. This doesn’t just mean posting engaging video to your blog and Facebook. It also enables you to use the power of the number one video platform, YouTube. Creating evergreen content, like informative how-to guides, could get you more video embeds to other websites in your niche.

Here are three simple ways that you can use video content to promote backlinks:

Comment on other relevant videos with relevant links. But you want to be careful here, and not spam posts. Only post if you have some value to add to the content and only include links in response to questions that are highly relevant.

Create accounts on various video sharing sites and share content regularly.

Create link partnerships with organic video sharers. When other blogs and influencers link to your YouTube videos, you can follow up and contact them regarding inserting a link to your store in the post.

Additionally, placing video content on your site has huge SEO advantages. Video content increases the time a site visitor will spend on your page while contributing to page quality and relevance.

Strategy 4: Engage and Socialize

Your social platforms are your backlink bread and butter, so to speak. This means creating social profiles with relevant online store links, as well as including links in your profiles and cover image descriptions. You also want to add links to your contact page from the ‘about’ sections or profiles of your social accounts. This, of course, is the bare minimum and isn’t limited to social media.

Forums like Quora and Reddit have great traffic opportunities. Despite links being nofollow links, it’s important that you have a variety of links (dofollow and nofollow), which signals authenticity to Google – and these forums offer that in a big way. In short: follow or not, well-placed links can drive a lot of eCommerce traffic.

Plus, they allow you to engage with users who are asking specific questions related to your niche and give you a platform to show off as an expert. By including links (that are relevant) in blog content, product pages or helpful guides, you are showing off your niche authority to not only the person who asks but the millions of site visitors that access the question.

Strategy 5: Turn Mentions into High-Value Backlinks

If an influencer, blogger or brand mentions your brand in their content, it can be a considerable backlink opportunity for you. Approaching these people who have already mentioned your brand with a request to add a link with the mention, can pay off.

But how do you find out who has mentioned your brand? There are a bunch of tools out there, but our favorite is Mention. Mention has a free trial and then starts at just $25 per month. Additionally, don’t forget Google Alerts (free) will also help you find brand mentions.

mention eCommerce tool

Before you make your request, you want to make sure that your brand is indeed mentioned and that it’s mentioned in a positive light. You also want to ensure that the site that is linking to your brand is reputable. The latter is very important to ensure links are working for you, not against you.

In the case of an unwelcome backlink, you will want to contact the site’s webmaster and ask that your link be removed, or if you have exhausted all options, use Google’s Disavow Tool – but more on that later.

Google Disavow Tool

Strategy 6: Partner With Influencers

Another important link building strategy for online sellers goes hand in hand with influencer marketing. By teaming up with influencers across various content streams to highlight specific products, you can create valuable backlinks to specific product pages.

Influencers provide a good way for you to generate better natural backlinks for your online store. The added bonus here is that influencer mentions also help build brand awareness and include content reach and engagement while also improving your SEO standing. Ultimately, enabling you to reach new potential shoppers within niche segments.

However, you want to find high-authority domains that are relevant to your site. Why? According to Moz, the quality and authority of sites that link to you are among the top search engine ranking factors.

site ranking factors

Image via Moz

Influencers can be bloggers, social media influencers (such as Instagram influencers and YouTube stars), celebrities, industry experts, thought leaders and popular brand blogs.

Strategy 7: Build a Winning Brand Ambassador Community Program

Another way to create your own influencer channels – and links – is by building a brand ambassador program. The advantage of this is having brand-lovers posting about your brand across various sites and platforms on your behalf. What you want is to incentivize your loyal shoppers to share product page links and drive traffic, while engaging directly to segments of users who fit your ideal target shopper. Think of it as UGC and micro-influencing on steroids, while racking up your dofollow and nofollow links.

If you’re just starting out and can’t afford to invest in programs like Glam Guru’s awesome affiliate program, there are ways you can encourage organic brand ambassadors by ensuring your online business offers the best service. Basically, you want to under-promise and over-deliver with every aspect of your business. Here are a few ways to get started:

Ensure your customer service is top-notch
Be upfront and honest
Encourage feedback
Personalize their shopping experience
Create loyalty programs
Offer rewards
Give surprise free goodies
Communicate well throughout the buying process

You also want to invest in creating an active review and UGC collection strategy as these also help with your eCommerce link building strategies. An organic rave review of your brand or interesting story about your product has a lot of potential for being used in blog content. And bonus: it improves your branding, reach and conversion potential, too.

Strategy 8: Strategic Deep Linking

As we mentioned earlier, you want a variety of links (not just your online store and/or blog home pages). You want to include links to specific product pages, categories and specific blog content pages, known as deep links. You want to use deep links in your internal, outbound and backlink strategies.

So, what are the advantages of deep linking strategies?

They improve SERP rankings for your whole site (not just your homepage), ensure Google sees your online store authority as natural, and of course create conversion opportunities from higher ranked pages.

And what pages should I be deep linking? You want to be selective and start with pages already getting good traffic. Here are some tips on how you can use deep links:

When creating and submitting guest posts, instead of linking to your home page, link to a specific store or blog post pages that you have chosen for your deep links.
Share your specific blog posts and content and category pages to as many places as possible, including all the places mentioned – i.e. have influencers and/or mentions going to your select page links instead of just your homepage.
Use specific, relevant page links in your comments and forum engagements as well as on content sharing sites like AuthorStream and Slideshare.

Strategy 9: Leverage Popularity and Viral Appeal

As we discussed above, reviewing and choosing product page links for eCommerce linking strategies is very effective. An excellent way to do this is by leveraging popular, newsworthy products. Or products that are unique enough to have viral potential within your segments. A good example of this is an online t-shirt store that has been making the rounds on social media and trending topic blogs like Bored Panda.

viral product examples

The online store The Man Who Has it All has ‘his’ and ‘hers’ Ts that are now internet famous and getting backlinks from all sorts of places, including this blog. I’ve seen their Facebook posts shared to a number of groups I am a part of, and the organic engagement has been crazy. A great example of a perfect (word of mouth marketing) storm.

Now, not all your products will go viral in such a big way. However, if you have a unique spin on something ordinary, like this brand, you have a lot of backlink (and sales) opportunities in your niche. You can still make a stir in your segments without aiming to reach everyone everywhere.

And it’s not just products that can go virtual. Using your influence to link to worthy causes, sponsored events or charities, or running unique promotions and campaigns can have a great effect. An inspirational example of this is REI’s OptOutside campaign, which they run on Black Friday.

Strategy 10: Upgrade Your UX

If you want your pages to be linked to, you want them to be link-worthy. This means you may need to upgrade your online store to help generate more shares and links. There are a lot of ways you can tweak your eCommerce UX. However, you want to concentrate on your deep link pages first. This means ensuring your product and category pages are not only sharable but link-worthy. To promote this organically, your product/category pages should be:

Unique and in the voice of your brand
Optimized for SEO and shoppers
Well-designed and free of mistakes

product page example

Strategy 11: Spy On Your Competitors

One of the best ways to find backlink opportunities is by looking at your competitors. With tools like Moz’s Open Site Explorer or Ahrefs’ Link Inspect, you can ‘borrow’ your closest competitor’s backlinking strategy and find untapped opportunities for yourself. Here’s an in-depth guide from Neil Patel on how to use competitor links to boost your domain authority.

Strategy 12: Fix Broken Links

Remember we mentioned how important it is to track your backlinks and use the Google Disavow Tool when necessary? Fixing broken links should also be part of your link management practices. To do this, you should be checking them regularly to ensure they are not damaging your link building strategy efforts. Finding and requesting broken links can be a consuming task. For this, we highly recommend a tool like Ahrefs to streamline your search.

And what to do when you find a broken or spammy link you want removed? Here’s how to disavow links using Ahrefs and Google Webmaster Tools to get you started.

With these 12 eCommerce link building strategies, you’re well on your way to better ranking, reach and more eCommerce traffic!

Have DIY SEO questions? Post them in the comments below and our traffic gurus will assist.

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Social Media Marketing

9 Amazing Ways to Use Google Analytics for E-Commerce

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 9 Amazing Ways to Use Google Analytics for E-Commerce

Google Analytics permits you to gain access to comprehensive info concerning your online shop’s traffic and sales.

It does not matter what kind of company you have or what your selling, Google Analytics is a staple part of your marketing method that will enable you to keep an eye on and grow online conversions.

Google Analytics can appear a bit complicated sometimes even for a skilled expert. In some cases it’s tough to understand which reports or metrics pertain to your e-commerce shop, and which ones are simply fluff.

In this short article, I’ll be revealing 9 methods to utilize Google Analytics for your e-commerce shop to assist you start today.

If you’re brand-new to Google Analytics or you’’d like to produce an account you can utilize this guide to assist established Google Analytics in under 15 minutes. to follow along much better in this short article.

.1. Usage Google Analytics to Track Your Marketing projects.

With the power of Google Analytics, you can track any of your shop’s internet marketing projects (with or without Google Adwords/AdSense).

Track which landing pages and sources of the projects individuals connect with to finish a purchase. Offering a comprehensive information to see which funnels are the most efficient and which aren’t so you can do A/B screening.

Maybe you currently have a landing page running and your unsure what to do? Why not attempt these 7 Step from a Conversion Playbook To Quickly Optimize Your Landing Pages to point you in the best instructions.

> Demographics>> Gender./ href=”” img class=” alignnone wp-image-2195668″ src=”” Amazing Ways to Use Google Analytics for E-Commerce” width=” 751″ height=” 315″/>

Age Range

Take a look at your audience age variety so you can comprehend which age varieties are more than likely to visit your website. You can discover this report under Audience>> Demographics> Age.


> Mobile> Devices/ href=”” img class=” alignnone wp-image-2195670″ src=”” Amazing Ways to Use Google Analytics for E-Commerce” width=” 750″ height=” 303″/>

Interest Reports in Google Analytics will inform you your users’ ’ interests on other parts of the web. This will assist you recognize a more particular target upselling, audience or cross chances, much better blog site material concepts.

You can discover this report under Audience>> Interest>> Overview.

> E-commerce> Shopping Behaviour./ p.pUse the ““ Shopping Behaviour ” report and the Behaviour tab in Google Analytics to comprehend your purchaser’s journey for both brand-new and returning clients on your website./ p.pYou’ll just see this report if you allowed your a href=”” E-commerce setting/a for your Google Analytics. From there you can discover it with Conversions>> E-commerce>> Shopping Behaviour./ href=”” img class=” alignnone wp-image-2195672″ src=”” Amazing Ways to Use Google Analytics for E-Commerce” width=” 751″ height=” 361″/>

.6. Usage Google Analytics for Specialized SEO &&Keyword Search.

The Google Analytics ““ Site Search ” report provides a summary of the pages, keywords and terms clients are looking for the most on your site.

Instead of relying greatly on Google Keyword Search you can get insight from visitors pertaining to your page. Website Search assists you to enhance your site so that you can rank greater in look for subjects, functions or items that clients are in fact trying to find.

To discover this report go to Behaviour>> Site Search.