Analytics Experiment

Essential Guide to Digital Marketing by Dr. Rachel Chung

1. Become familiar with tools for online success by Google for SBA
Google and the Small Business Administration have partnered to educate local businesses about how to succeed online. Each video describes how a small business owner successfully uses the internet to grow his or her business. It's important to be where your customers!

2. Engage your customers with a professionally designed website
  • Website architecture must be designed with Search-Engine Optimization in mind along with a professionally designed sitemap
  • Website graphics, such as logos, images, and buttons must be professionally designed
  • Website content must be professionally written to be concise for the human reader, and search-engine optimized for the machine
3. Register your business with search engines
4. Monitor vital signs and overall health of your website and your business
5. Make sure your potential customers (leads) can find you online (aka Search Engine Optimization or SEO)
  • Search for keywords most critical for your business and see how well your website ranks on the search results page
  • Implement search-engine optimization practices outlined in The Beginner's Guide to SEO by Moz
  • Install MozBar as part of your browser and use the data to monitor Page Authority, and other SEO vital signs
  • Use Keyword Density Analysis to assess your own webpages in terms of keyword density
  • Use Moz Open Site Explorer to assess SEO factors of your own website 
  • Google Keyword Planner is the official keyword suggestion tool by Google. It is designed to promote the keywords that are profitable for Google
  • Ubersuggest is a search keyword suggestion (brainstorming) tool that is more objective than Google Keyword Planner 
  • Keyword Tools is another useful alternative to Google Keyword Planner
  • Screaming Frog is a small desktop program as an SEO Spider 
  • Google Autocomplete is another great place to get creative ideas about search keywords
6. Make sure the search result displays properly
7. Measure and analyze traffic to your website
8. Grow your business using paid online advertising such as Google AdWords
  • Try a free trial of Google AdWords whenever it is available
  • Try a free trial of social marketing with Hootsuite whenever it is available
  • Localize your digital advertising using geotargeting
  • Consider remarketing, one of the most effective types of digital marketing 
  • Measure advertising results, including ROI, by linking Google AdWords with Google Analytics to accurately track and calculate the performance of your ads
  • Test different marketing messages by conducting A/B testing or even multivariate experiments using the Experiments feature of Google Analytics
  • Hire an AdWords expert to help you SEO the site and then set up the Google ads properly 
9. Conduct market research using data sources and research reports available for free
    • Google Analytics provides a wealth of knowledge about visitors to your website, potential customers, demographics, geographical distribution, search intent, etc
    • Google Trends, based on Google Search, shows how often a particular search-term is entered relative to the total search-volume across various regions of the world, and in various languages
      (see a news article based on data from Google Trends)
      (see another news article based on data from Google Trends)
        • Global Market Finder is designed for finding audiences around the world who are likely to be interested in your products, services, or business. Simply enter keywords that describe your product or service, then select a region. You can choose specific markets or the entire world
        • SEMRush provides a wealth of knowledge about your competitors using search keyword data publicly available from Google Trends and Google Keyword Planner
        • Think with Google provides market research reports and industry white papers or creative visualization produced based on Google Trends data
          10. Get an education!

          Marketing on the Internet requires a fundamental understanding of how the Internet and search engines work. Your digital marketing efforts will be more productive if you invest a bit time in free coursework or readings available online

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