An Agency Workflow for Google My Business Dead Ends

Posted by MiriamEllis

There are times when your digital marketing agency will find itself serving a local business with a need for which Google has made no apparent provisions. Unavailable categories for unusual businesses come instantly to mind, but scenarios can be more complex than this.

Client workflows can bog down as you worry over what to do, fearful of making a wrong move that could get a client’s listing suspended or adversely affect its rankings or traffic. If your agency has many employees, an entry-level SEO could be silently stuck on an issue, or even doing the wrong thing because they don’t know how or where to ask the right questions.

The best solution I know of consists of a combination of:

  • Client contracts that are radically honest about the nature of Google
  • Client management that sets correct expectations about the nature of Google
  • A documented process for seeking clarity when unusual client scenarios arise
  • Agency openness to experimentation, failure, and on-going learning
  • Regular monitoring for new Google developments and changes
  • A bit of grit

Let’s put the fear of often-murky, sometimes-unwieldy Google on the back burner for a few minutes and create a proactive process your team can use when hitting what feels like procedural dead end on the highways and byways of local search.

The apartment office conundrum

As a real-world example of a GMB dead end, a few months ago, I was asked a question about on-site offices for apartment complexes. The details:

  • Google doesn’t permit the creation of listings for rental properties but does allow such properties to be listed if they have an on-site office, as many apartment complexes do.
  • Google’s clearest category for this model is “apartment complex”, but the brand in question was told by Google (at the time) that if they chose that category, they couldn’t display their hours of operation.
  • This led the brand I was advising to wonder if they should use “apartment rental agency” as their category because it does display hours. They didn’t want to inconvenience the public by having them arrive at a closed office after hours, but at the same time, they didn’t want to misrepresent their category.

Now that’s a conundrum!

When I was asked to provide some guidance to this brand, I went through my own process of trying to get at the heart of the matter. In this post, I’m going to document this process for your agency as fully as I can to ensure that everyone on your team has a clear workflow when puzzling local SEO scenarios arise.

I hope you’ll share this article with everyone remotely involved in marketing your clients, and that it will prevent costly missteps, save time, move work forward, and support success.

Step 1: Radical honesty sets the stage right

Whether you’re writing a client contract, holding a client onboarding meeting, or having an internal brand discussion about local search marketing, setting correct expectations is the best defense against future disappointments and disputes. Company leadership must task itself with letting all parties know:

  1. Google has a near-monopoly on search. As such, they can do almost anything they feel will profit them. This means that they can alter SERPs, change guidelines, roll out penalties and filters, monetize whatever they like, and fail to provide adequate support to the public that makes up and interacts with the medium of their product. There is no guarantee any SEO can offer about rankings, traffic, or conversions. Things can change overnight. That’s just how it is.
  2. While Google’s monopoly enables them to be whimsical, brands and agencies do not have the same leeway if they wish to avoid negative outcomes. There are known practices which Google has confirmed as contrary to their vision of search (buying links, building listings for non-existent locations, etc.). Client and agency agree not to knowingly violate Google’s guidelines. These guidelines include:

Don’t accept work under any other conditions than that all parties understand Google’s power, unpredictability, and documented guidelines. Don’t work with clients, agencies, software providers, or others that violate guidelines. These basic rules set the stage for both client and agency success.

Step 2: Confirm that the problem really exists

When a business believes it is encountering an unusual local search marketing problem, the first task of the agency staffer is to vet the issue. The truth is, clients sometimes perceive problems that don’t really exist. In my case of the apartment complex, I took the following steps.

  1. I confirmed the problem. I observed the lacking display of hours of operation on GMB listings using the “apartment complex” category.
  2. I called half-a-dozen nearby apartment complex offices and asked if they were open either by appointment only, or 24/7. None of them were. At least in my corner of the world, apartment complex offices have set, daily business hours, just like retail, opening in the AM and closing in the PM each day.
  3. I did a number of Google searches for “apartment rental agency” and all of the results Google brought up were for companies that manage rentals city-wide — not rentals of units within a single complex.

So, I was now convinced that the business was right: they were encountering a real dead end. If they categorized themselves as an “apartment complex”, their missing hours could inconvenience customers. If they chose the “apartment rental agency” designation to get hours to display, they could end up fielding needless calls from people looking for city-wide rental listings. The category would also fail to be strictly accurate.

As an agency worker, be sure you’ve taken common-sense steps to confirm that a client’s problem is, indeed, real before you move on to next steps.

Step 3: Search for a similar scenario

As a considerate agency SEO, avoid wasting the time of project leads, managers, or company leadership by first seeing if the Internet holds a ready answer to your puzzle. Even if a problem seems unusual, there’s a good chance that somebody else has already encountered it, and may even have documented it. Before you declare a challenge to be a total dead-end, search the following resources in the following order:

  1. Do a direct search in Google with the most explicit language you can (e.g. “GMB listing showing wrong photo”, “GMB description for wrong business”, “GMB owner responses not showing”). Click on anything that looks like it might contain an answer, look at the date on the entry, and see what you can learn. Document what you see.
  2. Go to the Google My Business Help Community forum and search with a variety of phrases for your issue. Again, note the dates of responses for the currency of advice. Be aware that not all contributors are experts. Looks for thread responses from people labeled Gold Product Expert; these members have earned special recognition for the amount and quality of what they contribute to the forum. Some of these experts are widely-recognized, world-class local SEOs. Document what you learn, even if means noting down “No solution found”.
  3. Often, a peculiar local search issue may be the result of a Google change, update, or bug. Check the MozCast to see if the SERPs are undergoing turbulent weather and Sterling Sky’s Timeline of Local SEO Changes. If the dates of a surfaced issue correspond with something appearing on these platforms, you may have found your answer. Document what you learn.
  4. Check trusted blogs to see if industry experts have written about your issue. The nice thing about blogs is that, if they accept comments, you can often get a direct response from the author if something they’ve penned needs further clarification. For a big list of resources, see: Follow the Local SEO Leaders: A Guide to Our Industry’s Best Publications. Document what you learn.

    If none of these tactics yields a solution, move on to the next step.

    Step 4: Speak up for support

    If you’ve not yet arrived at an answer, it’s time to reach out. Take these steps, in this order:

    1) Each agency has a different hierarchy. Now is the time to reach out to the appropriate expert at your business, whether that’s your manager or a senior-level local search expert. Clearly explain the issue and share your documentation of what you’ve learned/failed to learn. See if they can provide an answer.

    2) If leadership doesn’t know how to solve the issue, request permission to take it directly to Google in private. You have a variety of options for doing so, including:

    In the case of the apartment complex, I chose to reach out via Twitter. Responses can take a couple of days, but I wasn’t in a hurry. They replied:

    As I had suspected, Google was treating apartment complexes like hotels. Not very satisfactory since the business models are quite different, but at least it was an answer I could document. I’d hit something of a dead-end, but it was interesting to consider Google’s advice about using the description field to list hours of operation. Not a great solution, but at least I would have something to offer the client, right from the horse’s mouth.

    In your case, be advised that not all Google reps have the same level of product training. Hopefully, you will receive some direct guidance on the issue if you describe it well and can document Google’s response and act on it. If not, keep moving.

    3) If Google doesn’t respond, responds inexpertly, or doesn’t solve your problem, go back to your senior-level person. Explain what happened and request advice on how to proceed.

    4) If the senior staffer still isn’t certain, request permission to publicly discuss the issue (and the client). Head to supportive fora. If you’re a Moz Pro customer, feel free to post your scenario in the Moz Q&A forum. If you’re not yet a customer, head to the Local Search Forum, which is free. Share a summary of the challenge, your failure to find a solution, and ask the community what they would do, given that you appear to be at a dead end. Document the advice you receive, and evaluate it based on the expertise of respondents.

    Step 5: Make a strategic decision

    At this point in your workflow, you’ve now:

    • Confirmed the issue
    • Searched for documented solutions
    • Looked to leadership for support
    • Looked to Google for support
    • Looked to the local SEO industry for support

    I’m hoping you’ve arrived at a strategy for your client’s scenario by now, but if not, you have 3 things left to do.

    1. Take your entire documentation back to your team/company leader. Ask them to work with you on an approved response to the client.
    2. Take that response to the client, with a full explanation of any limitations you encountered and a description of what actions your agency wants to take. Book time for a thorough discussion. If what you are doing is experimental, be totally transparent about this with the client.
    3. If the client agrees to the strategy, enact it.

    In the case of the apartment complex, there were several options I could have brought to the client. One thing I did recommend is that they do an internal assessment of how great the risk really was of the public being inconvenienced by absent hours.

    How many people did they estimate would stop by after 5 PM in a given month and find the office closed? Would that be 1 person a month? 20 people? Did the convenience of these people outweigh risks of incorrectly categorizing the complex as an “apartment rental agency”? How many erroneous phone calls or walk-ins might that lead to? How big of a pain would that be?

    Determining these things would help the client decide whether to just go with Google’s advice of keeping the accurate category and using the description to publish hours, or, to take some risks by miscategorizing the business. I was in favor of the former, but be sure your client has input in the final decision.

    And that brings us to the final step — one your agency must be sure you don’t overlook.

    Step 6: Monitor from here on out

    In many instances, you’ll find a solution that should be all set to go, with no future worries. But, where you run into dead-end scenarios like the apartment complex case and are having to cobble together a workaround to move forward, do these two things:

    1. Monitor outcomes of your implementation over the coming months. Traffic drops, ranking drops, or other sudden changes require a re-evaluation of the strategy you selected. *This is why it is so critical to document everything and to be transparent with the client about Google’s unpredictability and the limitations of local SEOs.
    2. Monitor Google for changes. Today’s dead end could be tomorrow’s open road.

    This second point is particularly applicable to the apartment complex I was advising. About a month after I’d first looked at their issue, Google made a major change. All of a sudden, they began showing hours for the “apartment complex” category!

    If I’d stopped paying attention to the issue, I’d never have noticed this game-changing alteration. When I did see hours appearing on these listings, I confirmed the development with apartment marketing expert Diogo Ordacowski:

    Moral: be sure you are continuing to keep tabs on any particularly aggravating dead ends in case solutions emerge in future. It’s a happy day when you can tell a client their worries are over. What a great proof of the engagement level of your agency’s staff!

    When it comes to Google, grit matters

    Image Credit: The Other Dan

    “What if I do something wrong?”

    It’s totally okay if that question occurs to you sometimes when marketing local businesses. There’s a lot on the line — it’s true! The livelihoods of your clients are a sacred trust. The credibility that your agency is building matters.

    But, fear not. Unless you flagrantly break guidelines, a dose of grit can take you far when dealing with a product like Google My Business which is, itself, an experiment. Sometimes, you just have to make a decision about how to move forward. If you make a mistake, chances are good you can correct it. When a dead end with no clear egress forces you to test out solutions, you’re just doing your job.

    So, be transparent and communicative, be methodical and thorough in your research, and be a bit bold. Remember, your clients don’t just count on you to churn out rote work. In Google’s increasingly walled garden, the agency which can see over the wall tops when necessity calls is bringing extra value.

    Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

    Reblogged 2 months ago from tracking.feedpress.it

    Growing your agency with email marketing automation services

    According to a 2015 report by VB Insight, only 5% of businesses are currently using marketing automation, yet those that do are generating outstanding leads, conversions and revenue. There are a number of common reasons why companies are yet to introduce email marketing automation to their businesses, ranging from lack of in-house knowledge and confusion over vendor selection, right through to budget and time constraints.

    All of these hurdles are simple to overcome with the right piece of technology and the right people to recommend it. And that’s where you come in.

    Cost-effective and delivers ROI quickly

    As we know, email is the veteran among the digital marketing channels but there are good reasons why its popularity hasn’t waned. Thanks to constantly-evolving technology like dotmailer, it’s easier than ever to create, test and send marketing emails – whether orchestrated by in-house teams or as part of an agency service. This makes it extremely cost-effective compared to other marketing channels, such as Facebook advertising and PPC.

    Email also drives outstanding return on investment – VB Insight’s report found that 80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase. The fact that it’s straightforward to measure ROI and prove the value of email within almost any business makes it an easy sell for you. We all know that if you can start demonstrating amazing results in just a few days or weeks, your clients will become happier and, more importantly, stickier.

    Ties channels together

    In this multichannel, always-on age, brands need to be where their customers are to ensure they’re delivering the experience they expect. That puts pressure on any business, as being across all the necessary platforms can be time- and resource-consuming. That’s where automation can help.

    Email is at the core of marketing automation, because it’s the glue that binds the other marketing channels together and has the ability to deliver personalized mass communications at scale. Of course, dotmailer also provides the flexibility to extend its automation tool with a selection of channel extensions, such as SMS notifications or the ability instruct your printers to send a brochure.

    We believe marketers should have the flexibility to choose the technologies that suit their business, and not be stuck with the ones that don’t. The dotmailer platform offers companies the opportunity to take a phased approach, which saves SMEs from ripping everything out and replacing their setup with an expensive, all-in-one marketing cloud.

    We’re also a Magento Premier partner because we offer the most feature-rich Magento extension for email in the market, which offers seamless connectivity and is Magento 2-ready. There are also our Microsoft Dynamics and Salesforce connectors, offering a similar experience.

    Why is dotmailer the real deal?

    First, we offer a competitive US Partner Program for agencies wanting to resell our product or even use it to execute clients’ campaigns as a service. That includes commission of up to 20%.

    dotmailer isn’t just an email marketing automation platform. With every license you get a whole package of extra tools, including landing pages and surveys & forms – so you can deliver more revenue-driving services without additional costs to you.

    As a dotmailer reseller, we also give you the chance to work on and deliver the email marketing strategy, which increases your services and offerings.

    For you and your clients, the opportunity that the dotmailer platform and email marketing automation presents as a whole is undeniable. To find out more about our US Partner Program and to get in touch, visit our US Partner page.

    Reblogged 3 years ago from blog.dotmailer.com

    Meet Dan Morris, Executive Vice President, North America

    1. Why did you decide to come to dotmailer?

    The top three reasons were People, Product and Opportunity. I met the people who make up our business and heard their stories from the past 18 years, learned about the platform and market leading status they had built in the UK, and saw that I could add value with my U.S. high growth business experience. I’ve been working with marketers, entrepreneurs and business owners for years across a series of different roles, and saw that I could apply what I’d learned from that and the start-up space to dotmailer’s U.S. operation. dotmailer has had clients in the U.S. for 12 years and we’re positioned to grow the user base of our powerful and easy-to-use platform significantly. I knew I could make a difference here, and what closed the deal for me was the people.  Every single person I’ve met is deeply committed to the business, to the success of our customers and to making our solution simple and efficient.  We’re a great group of passionate people and I’m proud to have joined the dotfamily.

    Dan Morris, dotmailer’s EVP for North America in the new NYC office

        1. Tell us a bit about your new role

    dotmailer has been in business and in this space for more than 18 years. We were a web agency, then a Systems Integrator, and we got into the email business that way, ultimately building the dotmailer platform thousands of people use daily. This means we know this space better than anyone and we have the perfect solutions to align closely with our customers and the solutions flexible enough to grow with them.  My role is to take all that experience and the platform and grow our U.S. presence. My early focus has been on identifying the right team to execute our growth plans. We want to be the market leader in the U.S. in the next three years – just like we’ve done in the UK –  so getting the right people in the right spots was critical.  We quickly assessed the skills of the U.S. team and made changes that were necessary in order to provide the right focus on customer success. Next, we set out to completely rebuild dotmailer’s commercial approach in the U.S.  We simplified our offers to three bundles, so that pricing and what’s included in those bundles is transparent to our customers.  We’ve heard great things about this already from clients and partners. We’re also increasing our resources on customer success and support.  We’re intensely focused on ease of on-boarding, ease of use and speed of use.  We consistently hear how easy and smooth a process it is to use dotmailer’s tools.  That’s key for us – when you buy a dotmailer solution, we want to onboard you quickly and make sure you have all of your questions answered right away so that you can move right into using it.  Customers are raving about this, so we know it’s working well.

    1. What early accomplishments are you most proud of from your dotmailer time so far?

    I’ve been at dotmailer for eight months now and I’m really proud of all we’ve accomplished together.  We spent a lot of time assessing where we needed to restructure and where we needed to invest.  We made the changes we needed, invested in our partner program, localized tech support, customer on-boarding and added customer success team members.  We have the right people in the right roles and it’s making a difference.  We have a commercial approach that is clear with the complete transparency that we wanted to provide our customers.  We’ve got a more customer-focused approach and we’re on-boarding customers quickly so they’re up and running faster.  We have happier customers than ever before and that’s the key to everything we do.

    1. You’ve moved the U.S. team to a new office. Can you tell us why and a bit about the new space?

    I thought it was very important to create a NY office space that was tied to branding and other offices around the world, and also had its own NY energy and culture for our team here – to foster collaboration and to have some fun.  It was also important for us that we had a flexible space where we could welcome customers, partners and resellers, and also hold classes and dotUniversity training sessions. I’m really grateful to the team who worked on the space because it really reflects our team and what we care about.   At any given time, you’ll see a training session happening, the team collaborating, a customer dropping in to ask a few questions or a partner dropping in to work from here.  We love our new, NYC space.

    We had a spectacular reception this week to celebrate the opening of this office with customers, partners and the dotmailer leadership team in attendance. Please take a look at the photos from our event on Facebook.

    Guests and the team at dotmailer's new NYC office warming party

    Guests and the team at dotmailer’s new NYC office warming party

    1. What did you learn from your days in the start-up space that you’re applying at dotmailer?

    The start-up space is a great place to learn. You have to know where every dollar is going and coming from, so every choice you make needs to be backed up with a business case for that investment.  You try lots of different things to see if they’ll work and you’re ready to turn those tactics up or down quickly based on an assessment of the results. You also learn things don’t have to stay the way they are, and can change if you make them change. You always listen and learn – to customers, partners, industry veterans, advisors, etc. to better understand what’s working and not working.  dotmailer has been in business for 18 years now, and so there are so many great contributors across the business who know how things have worked and yet are always keen to keep improving.  I am constantly in listening and learning mode so that I can understand all of the unique perspectives our team brings and what we need to act on.

    1. What are your plans for the U.S. and the sales function there?

    On our path to being the market leader in the U.S., I’m focused on three things going forward: 1 – I want our customers to be truly happy.  It’s already a big focus in the dotmailer organization – and we’re working hard to understand their challenges and goals so we can take product and service to the next level. 2 – Creating an even more robust program around partners, resellers and further building out our channel partners to continuously improve sales and customer service programs. We recently launched a certification program to ensure partners have all the training and resources they need to support our mutual customers.  3 – We have an aggressive growth plan for the U.S. and I’m very focused on making sure our team is well trained, and that we remain thoughtful and measured as we take the steps to grow.  We want to always keep an eye on what we’re known for – tools that are powerful and simple to use – and make sure everything else we offer remains accessible and valuable as we execute our growth plans.

    1. What are the most common questions that you get when speaking to a prospective customer?

    The questions we usually get are around price, service level and flexibility.  How much does dotmailer cost?  How well are you going to look after my business?  How will you integrate into my existing stack and then my plans for future growth? We now have three transparent bundle options with specifics around what’s included published right on our website.  We have introduced a customer success team that’s focused only on taking great care of our customers and we’re hearing stories every day that tells me this is working.  And we have all of the tools to support our customers as they grow and to also integrate into their existing stacks – often integrating so well that you can use dotmailer from within Magento, Salesforce or Dynamics, for example.

    1. Can you tell us about the dotmailer differentiators you highlight when speaking to prospective customers that seem to really resonate?

    In addition to the ones above – ease of use, speed of use and the ability to scale with you. With dotmailer’s tiered program, you can start with a lighter level of functionality and grow into more advanced functionality as you need it. The platform itself is so easy to use that most marketers are able to build campaigns in minutes that would have taken hours on other platforms. Our customer success team is also with you all the way if ever you want or need help.  We’ve built a very powerful platform and we have a fantastic team to help you with personalized service as an extended part of your team and we’re ready to grow with you.

    1. How much time is your team on the road vs. in the office? Any road warrior tips to share?

    I’ve spent a lot of time on the road, one year I attended 22 tradeshows! Top tip when flying is to be willing to give up your seat for families or groups once you’re at the airport gate, as you’ll often be rewarded with a better seat for helping the airline make the family or group happy. Win win! Since joining dotmailer, I’m focused on being in office and present for the team and customers as much as possible. I can usually be found in our new, NYC office where I spend a lot of time with our team, in customer meetings, in trainings and other hosted events, sales conversations or marketing meetings. I’m here to help the team, clients and partners to succeed, and will always do my best to say yes! Once our prospective customers see how quickly and efficiently they can execute tasks with dotmailer solutions vs. their existing solutions, it’s a no-brainer for them.  I love seeing and hearing their reactions.

    1. Tell us a bit about yourself – favorite sports team, favorite food, guilty pleasure, favorite band, favorite vacation spot?

    I’m originally from Yorkshire in England, and grew up just outside York. I moved to the U.S. about seven years ago to join a very fast growing startup, we took it from 5 to well over 300 people which was a fantastic experience. I moved to NYC almost two years ago, and I love exploring this great city.  There’s so much to see and do.  Outside of dotmailer, my passion is cars, and I also enjoy skeet shooting, almost all types of music, and I love to travel – my goal is to get to India, Thailand, Australia and Japan in the near future.

    Want to find out more about the dotfamily? Check out our recent post about Darren Hockley, Global Head of Support.

    Reblogged 3 years ago from blog.dotmailer.com

    BrightLocal Opens Its 2015 Local SEO Industry Survey

    The poll aims to gain a better understanding of the local SEO community, offering insight into agency and consultant services and fees.

    The post BrightLocal Opens Its 2015 Local SEO Industry Survey appeared first on Search Engine Land.

    Please visit Search Engine Land for the full article.

    Reblogged 4 years ago from feeds.searchengineland.com

    ​The 2015 Online Marketing Industry Survey

    Posted by Dr-Pete

    It’s been another wild year in search marketing. Mobilegeddon crushed our Twitter streams, but not our dreams, and Matt Cutts stepped out of the spotlight to make way for an uncertain Google future. Pandas and Penguins continue to torment us, but most days, like anyone else, we were just trying to get the job done and earn a living.

    This year, over 3,600 brave souls, each one more intelligent and good-looking than the last, completed our survey. While the last survey was technically “2014”, we collected data for it in late 2013, so the 2015 survey reflects about 18 months of industry changes.

    A few highlights

    Let’s dig in. Almost half (49%) of our 2015 respondents involved in search marketing were in-house marketers. In-house teams still tend to be small – 71% of our in-house marketers reported only 1-3 people in their company being involved in search marketing at least quarter-time. These teams do have substantial influence, though, with 86% reporting that they were involved in purchasing decisions.

    Agency search marketers reported larger teams and more diverse responsibilities. More than one-third (36%) of agency marketers in our survey reported working with more than 20 clients in the previous year. Agencies covered a wide range of services, with the top 5 being:

    More than four-fifths (81%) of agency respondents reported providing both SEO and SEM services for clients. Please note that respondents could select more than one service/tool/etc., so the charts in this post will not add up to 100%.

    The vast majority of respondents (85%) reported being directly involved with content marketing, which was on par with 2014. Nearly two-thirds (66%) of agency content marketers reported “Content for SEO purposes” as their top activity, although “Building Content Strategy” came in a solid second at 44% of respondents.

    Top tools

    Where do we get such wonderful toys? We marketers love our tools, so let’s take a look at the Top 10 tools across a range of categories. Please note that this survey was conducted here on Moz, and our audience certainly has a pro-Moz slant.

    Up first, here are the Top 10 SEO tools in our survey:

    Just like last time, Google Webmaster Tools (now “Search Console”) leads the way. Moz Pro and Majestic slipped a little bit, and Firebug fell out of the Top 10. The core players remained fairly stable.

    Here are the Top 10 Content tools in our survey:

    Even with its uncertain future, Google Alerts continues to be widely used. There are a lot of newcomers to the content tools world, so year-over-year comparisons are tricky. Expect even more players in this market in the coming year.

    Following are our respondents’ Top 10 analytics tools:

    For an industry that complains about Google so much, we sure do seem to love their stuff. Google Analytics dominates, crushing the enterprise players, at least in the mid-market. KISSmetrics gained solid ground (from the #10 spot last time), while home-brewed tools slipped a bit. CrazyEgg and WordPress Stats remain very popular since our last survey.

    Finally, here are the Top 10 social tools used by our respondents:

    Facebook Insights and Hootsuite retained the top spots from last year, but newcomer Twitter Analytics rocketed into the #3 position. LinkedIn Insights emerged as a strong contender, too. Overall usage of all social tools increased. Tweetdeck held the #6 spot in 2014, with 19% usage, but dropped to #10 this year, even bumping up slightly to 20%.

    Of course, digging into social tools naturally begs the question of which social networks are at the top of our lists.

    The Top 6 are unchanged since our last survey, and it’s clear that the barriers to entry to compete with the big social networks are only getting higher. Instagram doubled its usage (from 11% of respondents last time), but this still wasn’t enough to overtake Pinterest. Reddit and Quora saw steady growth, and StumbleUpon slipped out of the Top 10.

    Top activities

    So, what exactly do we do with these tools and all of our time? Across all online marketers in our survey, the Top 5 activities were:

    For in-house marketers, “Site Audits” dropped to the #6 position and “Brand Strategy” jumped up to the #3 spot. Naturally, in-house marketers have more resources to focus on strategy.

    For agencies and consultants, “Site Audits” bumped up to #2, and “Managing People” pushed down social media to take the #5 position. Larger agency teams require more traditional people wrangling.

    Here’s a much more detailed breakdown of how we spend our time in 2015:

    In terms of overall demand for services, the Top 5 winners (calculated by % reporting increase – % reporting decrease were):

    Demand for CRO is growing at a steady clip, but analytics still leads the way. Both “Content Creation” (#2) and “Content Curation” (#6) showed solid demand increases.

    Some categories reported both gains and losses – 30% of respondents reported increased demand for “Link Building”, while 20% reported decreased demand. Similarly, 20% reported increased demand for “Link Removal”, while almost as many (17%) reported decreased demand. This may be a result of overall demand shifts, or it may represent more specialization by agencies and consultants.

    What’s in store for 2016?

    It’s clear that our job as online marketers is becoming more diverse, more challenging, and more strategic. We have to have a command of a wide array of tools and tactics, and that’s not going to slow down any time soon. On the bright side, companies are more aware of what we do, and they’re more willing to spend the money to have it done. Our evolution has barely begun as an industry, and you can expect more changes and growth in the coming year.

    Raw data download

    If you’d like to take a look through the raw results from this year’s survey (we’ve removed identifying information like email addresses from all responses), we’ve got that for you here:

    Download the raw results

    Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!

    Reblogged 4 years ago from tracking.feedpress.it

    How to Rid Your Website of Six Common Google Analytics Headaches

    Posted by amandaecking

    I’ve been in and out of Google Analytics (GA) for the past five or so years agency-side. I’ve seen three different code libraries, dozens of new different features and reports roll out, IP addresses stop being reported, and keywords not-so-subtly phased out of the free platform.

    Analytics has been a focus of mine for the past year or so—mainly, making sure clients get their data right. Right now, our new focus is closed loop tracking, but that’s a topic for another day. If you’re using Google Analytics, and only Google Analytics for the majority of your website stats, or it’s your primary vehicle for analysis, you need to make sure it’s accurate.

    Not having data pulling in or reporting properly is like building a house on a shaky foundation: It doesn’t end well. Usually there are tears.

    For some reason, a lot of people, including many of my clients, assume everything is tracking properly in Google Analytics… because Google. But it’s not Google who sets up your analytics. People do that. And people are prone to make mistakes.

    I’m going to go through six scenarios where issues are commonly encountered with Google Analytics.

    I’ll outline the remedy for each issue, and in the process, show you how to move forward with a diagnosis or resolution.

    1. Self-referrals

    This is probably one of the areas we’re all familiar with. If you’re seeing a lot of traffic from your own domain, there’s likely a problem somewhere—or you need to extend the default session length in Google Analytics. (For example, if you have a lot of long videos or music clips and don’t use event tracking; a website like TEDx or SoundCloud would be a good equivalent.)

    Typically one of the first things I’ll do to help diagnose the problem is include an advanced filter to show the full referrer string. You do this by creating a filter, as shown below:

    Filter Type: Custom filter > Advanced
    Field A: Hostname
    Extract A: (.*)
    Field B: Request URI
    Extract B: (.*)
    Output To: Request URI
    Constructor: $A1$B1
    

    You’ll then start seeing the subdomains pulling in. Experience has shown me that if you have a separate subdomain hosted in another location (say, if you work with a separate company and they host and run your mobile site or your shopping cart), it gets treated by Google Analytics as a separate domain. Thus, you ‘ll need to implement cross domain tracking. This way, you can narrow down whether or not it’s one particular subdomain that’s creating the self-referrals.

    In this example below, we can see all the revenue is being reported to the booking engine (which ended up being cross domain issues) and their own site is the fourth largest traffic source:

    I’ll also a good idea to check the browser and device reports to start narrowing down whether the issue is specific to a particular element. If it’s not, keep digging. Look at pages pulling the self-referrals and go through the code with a fine-tooth comb, drilling down as much as you can.

    2. Unusually low bounce rate

    If you have a crazy-low bounce rate, it could be too good to be true. Unfortunately. An unusually low bounce rate could (and probably does) mean that at least on some pages of your website have the same Google Analytics tracking code installed twice.

    Take a look at your source code, or use Google Tag Assistant (though it does have known bugs) to see if you’ve got GA tracking code installed twice.

    While I tell clients having Google Analytics installed on the same page can lead to double the pageviews, I’ve not actually encountered that—I usually just say it to scare them into removing the duplicate implementation more quickly. Don’t tell on me.

    3. Iframes anywhere

    I’ve heard directly from Google engineers and Google Analytics evangelists that Google Analytics does not play well with iframes, and that it will never will play nice with this dinosaur technology.

    If you track the iframe, you inflate your pageviews, plus you still aren’t tracking everything with 100% clarity.

    If you don’t track across iframes, you lose the source/medium attribution and everything becomes a self-referral.

    Damned if you do; damned if you don’t.

    My advice: Stop using iframes. They’re Netscape-era technology anyway, with rainbow marquees and Comic Sans on top. Interestingly, and unfortunately, a number of booking engines (for hotels) and third-party carts (for ecommerce) still use iframes.

    If you have any clients in those verticals, or if you’re in the vertical yourself, check with your provider to see if they use iframes. Or you can check for yourself, by right-clicking as close as you can to the actual booking element:

    iframe-booking.png

    There is no neat and tidy way to address iframes with Google Analytics, and usually iframes are not the only complicated element of setup you’ll encounter. I spent eight months dealing with a website on a subfolder, which used iframes and had a cross domain booking system, and the best visibility I was able to get was about 80% on a good day.

    Typically, I’d approach diagnosing iframes (if, for some reason, I had absolutely no access to viewing a website or talking to the techs) similarly to diagnosing self-referrals, as self-referrals are one of the biggest symptoms of iframe use.

    4. Massive traffic jumps

    Massive jumps in traffic don’t typically just happen. (Unless, maybe, you’re Geraldine.) There’s always an explanation—a new campaign launched, you just turned on paid ads for the first time, you’re using content amplification platforms, you’re getting a ton of referrals from that recent press in The New York Times. And if you think it just happened, it’s probably a technical glitch.

    I’ve seen everything from inflated pageviews result from including tracking on iframes and unnecessary implementation of virtual pageviews, to not realizing the tracking code was installed on other microsites for the same property. Oops.

    Usually I’ve seen this happen when the tracking code was somewhere it shouldn’t be, so if you’re investigating a situation of this nature, first confirm the Google Analytics code is only in the places it needs to be.Tools like Google Tag Assistant and Screaming Frog can be your BFFs in helping you figure this out.

    Also, I suggest bribing the IT department with sugar (or booze) to see if they’ve changed anything lately.

    5. Cross-domain tracking

    I wish cross-domain tracking with Google Analytics out of the box didn’t require any additional setup. But it does.

    If you don’t have it set up properly, things break down quickly, and can be quite difficult to untangle.

    The older the GA library you’re using, the harder it is. The easiest setup, by far, is Google Tag Manager with Universal Analytics. Hard-coded universal analytics is a bit more difficult because you have to implement autoLink manually and decorate forms, if you’re using them (and you probably are). Beyond that, rather than try and deal with it, I say update your Google Analytics code. Then we can talk.

    Where I’ve seen the most murkiness with tracking is when parts of cross domain tracking are implemented, but not all. For some reason, if allowLinker isn’t included, or you forget to decorate all the forms, the cookies aren’t passed between domains.

    The absolute first place I would start with this would be confirming the cookies are all passing properly at all the right points, forms, links, and smoke signals. I’ll usually use a combination of the Real Time report in Google Analytics, Google Tag Assistant, and GA debug to start testing this. Any debug tool you use will mean you’re playing in the console, so get friendly with it.

    6. Internal use of UTM strings

    I’ve saved the best for last. Internal use of campaign tagging. We may think, oh, I use Google to tag my campaigns externally, and we’ve got this new promotion on site which we’re using a banner ad for. That’s a campaign. Why don’t I tag it with a UTM string?

    Step away from the keyboard now. Please.

    When you tag internal links with UTM strings, you override the original source/medium. So that visitor who came in through your paid ad and then who clicks on the campaign banner has now been manually tagged. You lose the ability to track that they came through on the ad the moment they click on the tagged internal link. Their source and medium is now your internal campaign, not that paid ad you’re spending gobs of money on and have to justify to your manager. See the problem?

    I’ve seen at least three pretty spectacular instances of this in the past year, and a number of smaller instances of it. Annie Cushing also talks about the evils of internal UTM tags and the odd prevalence of it. (Oh, and if you haven’t explored her blog, and the amazing spreadsheets she shares, please do.)

    One clothing company I worked with tagged all of their homepage offers with UTM strings, which resulted in the loss of visibility for one-third of their audience: One million visits over the course of a year, and $2.1 million in lost revenue.

    Let me say that again. One million visits, and $2.1 million. That couldn’t be attributed to an external source/campaign/spend.

    Another client I audited included campaign tagging on nearly every navigational element on their website. It still gives me nightmares.

    If you want to see if you have any internal UTM strings, head straight to the Campaigns report in Acquisition in Google Analytics, and look for anything like “home” or “navigation” or any language you may use internally to refer to your website structure.

    And if you want to see how users are moving through your website, go to the Flow reports. Or if you really, really, really want to know how many people click on that sidebar link, use event tracking. But please, for the love of all things holy (and to keep us analytics lovers from throwing our computers across the room), stop using UTM tagging on your internal links.

    Now breathe and smile

    Odds are, your Google Analytics setup is fine. If you are seeing any of these issues, though, you have somewhere to start in diagnosing and addressing the data.

    We’ve looked at six of the most common points of friction I’ve encountered with Google Analytics and how to start investigating them: self-referrals, bounce rate, iframes, traffic jumps, cross domain tracking and internal campaign tagging.

    What common data integrity issues have you encountered with Google Analytics? What are your favorite tools to investigate?

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