What Jtu Says

Site Analysis Using Google Analytics

From Google Analytics, I can draw key information pertaining to my website. Over the duration of my Strategic Internet Marketing class, site traffic has been relatively constant with an average high of 5 visits a day, given two exceptional circumstances wherein site traffic was significantly higher with scores of 22, and 16. This resulted from posting links to my site on Facebook and Twitter, respectively. Since I began using Google Analytics, I have had 150 visits with
68.67% from new visitors and 31.33% from returning visitors. Traffic source distribution for my site is demonstrated from the pie chart with 18.00% attributed to search traffic (blue), 30.67% to referral traffic (green), and 51.33% to direct traffic (orange). This indicates that visits are primarily driven based on direct traffic. Overall there has been 763 pageviews with 284 of them being unique to site content. From using internet marketing, results from SEO and PPC search engine marketing techniques show that my SEO efforts generated more traffic (160 pageviews) than PPC efforts (73 pageviews). Overall, I am pleased with the results as a steady increase in the number of visitors has been evident.

The table below demonstrates additional results of my site:

Unique Visitors 105	% Exit: 19.66%	Pages/Visit: 5.09	Avg. Visit Duration: 00:03:43	Avg. Time on Page: 00:00:54

Reflecting on this semester, I can confidently say that taking Strategic Internet Marketing (MKTG470) has been a great decision. I have gained strong insight into often overlooked aspects of internet marketing and developed an understanding of many resources the internet has. My view on internet marketing has changed and encompasses a vast knowledge and interest.

The Future of Internet Marketing, for Me

I can confidently say that my interest in internet marketing will only continue in the future. To maintain up to date information, I will continue following individuals on twitter such as Pete Cashmore of Mashable and Christopher Penn. I believe that it is a good start in furthering my knowledge and awareness of online influences and marketing. I likewise plan to continue my website for as long as I can, using Google Analytics to reinforcing the information I have learned in Dr. Theresa B. Clarke’s class. Just as I am looking into the prospect of working in a field related to strategic internet marketing in the future.

Earlier in the month, my Strategic Internet Marketing (MKTG470) class with the task of optimizing a page on our websites using the exact phrase “love JMU.” In order to do so, I utilized on-page SEO factors (those on the actual page) and off-page SEO factors (linkages) to help with my page’s optimization. With that said, using on-page SEO factors I used the exact phrase “love JMU” in the title, description meta tag, body copy, and alt tag. While, using one-way links through Facebook, Google+ and Twitter and comments from my blog partner Patrice Alejandra as my off-page SEO factor.

Meanwhile, to assess the performance of my SEO efforts, I used diagnostic tests, using Google as my search engine, as well as the  CrawlerFX. My diagnostic pre-tests demonstrated that my site was low in regards to my SERP location and converting traffic into prospective readers. However, post-tests demonstrated that there was a 25% increase in my sites conversion efforts and an increase in my pages SERP location. On the other hand, results from the CrawlerFX indicated that there is still a need for improvement, as I received a low score of 28/100. My strengths according to the CrawlerFX all pertained to my efforts relating to the description meta tag, title tag, social media mentions, and keyword page density.

By using Google Webmaster Tools, a marketer can obtain crucial information without putting forth much effort other than set up. Google Webmaster Tools is a great way to see what search queries are drawing impressions for your site and the sites average position. Webmaster Tools also shows who has linked your site and to what specific pages or posts they have done so, giving the site owner a direction as to who indirectly represents their site. Also a function called, content keywords indicates the type of content displayed, giving the site owner an understanding of how the web views the sites content. All of this information is helpful for marketers to improve sites as they are able to recognize whether a site is being viewed differently from intended, relating to content, or whether their are specific search queries driving traffic to the site.

With Webmaster Tools there is also a diagnostics section that can provide marketers with key information relating to how search engine spiders crawl the site, as well as any errors preventing the spiders from successfully crawling the entire site. This information is crucial to successful search engine optimization as the manner by which spiders crawl the site and the relativity of information will strongly influence a pages ability to be ranked higher in a search engine.

Webmaster Tools revealed that my sites content primarily revolves around marketing, correlating with my enrollment in  the Strategic Internet Marketing at James Madison University. The site also revealed to me that my site does not garner much traffic and relies upon three key phrases, driving impressions, of which one key phrase doesn’t apply. There is definitely more I would like to learn about Webmaster Tools because I feel being able to understand this site is useful to any marketer.

On March 29, guest speaker Lindsay Crone, a current Creative Editor at The Search Agency, came to speak during my Strategic Internet Marketing at James Madison University. Ms. Crone was a wonderful speaker to have, providing great insight into SEO and PPC, as well as job related advice. I would like to thank her for her willingness to take time out of her busy day to speak with us on such a growing field. Her input has proven to be extremely valuable and I am thankful for the opportunity to hear her speak.

Ms. Crone’s experiences and knowledge relating to search engine optimization (SEO) and pay per click (PPC) are proven extensive and insightful. She explained to us how with PPC it is necessary to arrange things from a business perspective, wanting buyers as opposed to redirecting them to local shops. Furthermore, we learned that as a company providing services with SEO and PPC, they are not paid for branded ads but instead paid for non branded ads. Ms. Crone explained how through the use of different mediums, key adjustments are made as user interaction are different requiring alterations.

Lastly, with regards to establishing working relationships, she stressed the importance of an individual’s personality when companies are looking to hire. Companies seek individuals who demonstrate an attitude coinciding with the company’s objectives. Furthermore, they seek people who demonstrate a strong potential for future growth and success through learning at a firm. Likewise, the connections established over time are crucial to employment opportunities as they provide a foundation for opportunities. Ms. Crone specifically mentioned how you never know when someone you happen to bump into turns out to be your interviewer, so your behavior even doing daily routines are representative of you and could have further implications in the long-run.

Retargeting as defined by Spotxchange is a process wherein consumer behavior is observed during a site visit and messages are targeted towards those customers after they leave the site based on completion of an action. With that said, retargeting is no doubt a clever marketing tool, providing companies a second chance to engage visitors into making a purchase, increasing sales. However, at the same time, remarketing makes me question formed relationships with a company due to the followed feeling that it provides.

According to AdRoll, remarketing comprises of three steps. Step one: A customer visits a site. Step two: The visitors searches and learns about products and leaves the site before making an actual purchase. Step three: Companies display ads on sites later visited by the consumer, bringing the item back to forefront of the consumers mind.

Major companies working in retargeting, like Criteo, offer the option for consumers to opt out, however often times consumers don’t . The idea of retargeting brings to question potential privacy and ethical issues. The question of whether “do not track” lists similar to existing “do not call” lists may act as a provision to protect the privacy of individuals on the Internet. I believe there is a line to be drawn between what customers have once searched and remarketing’s ability to follow consumers. When a marketing tool like retargeting, makes consumers uncomfortable, the real question is, is it worth pursuing? Ethically, the means that retargeting uses is no different from what already exists. Cookies are commonly used on websites whether for advertising or customizing content for users. I believe the future of retargeting is promising with limitations. There are costs and benefits associated with retargeting. If consumers feel uncomfortable with what it does, it may hurt retention and sales underlies the purpose of remarketing.

I recently read five articles regarding Facebook with a marketing perspective. One of the articles was titled, The 7 deadly sins of Facebook Page Design. And within the article it addressed ways businesses can utilize the page design on Facebook, with the key point being: to create a quality overall user experience. When businesses don’t use landing pages, don’t have fan-gated custom tabs, or don’t display all social media properties on their information page, they aren’t utilizing all the capabilities offered to them. Resulting in a potential loss of consumers liking the page or creating further connections through other social media accounts.

Another article I read was, Four Ideas for Your Business Facebook Page, which addressed ways to develop an active presence on an individual’s news feed. When a person writes on a page’s wall it shows up in their feed increasing the exposure of the firm. This was similarly addressed by 7 Parts of a Facebook Post, with a further emphasis on content creation. The article discusses the balance between the content and engagement.  However, it is important to keep in mind that even big brands have struggled on Facebook, at least initially. The Biggest Brands on Facebook depicts a timeline as to how the liking of Big Brands on Facebook has changed and developed over time.

With that said, the article titled, 8 Reasons Marketer’s Can’t Trust Facebook, provides insight to the other side of the spectrum. It discusses how Facebook may not be the best means of marketing due to the lack of control, ownership rights, changing terms and policies, and other issues, all measures a company must take into account. I guess it is safe to say, there is good and bad from using Facebook for marketing. The question then is, do the benefits outweigh the costs?

I wonder, in 2006 when Twitter was created, did anyone expect for it to become as prominent as it is now? Honestly, who could have imagined that a social networking source would become the medium of choice. The one by which people find out current happenings about practically everything. Times have definitely changed from when the only source of news was on paper or TV and coupons had to be cut by hand.

Change isn’t necessarily bad, and for my Strategic Internet Marketing (MKTG 470) class I was assigned the task of spending an hour on Twitter. During my experience, I learned about the functional aspects of Twitter and about various topics. I came to realize that Twitter isn’t actually limited to a tweets 140 characters. Instead, the manner in which hash tags, retweets and other forms of linkage can take an individual from one page to others demonstrates that despite a 140 character tweet limit, the topics one could discover are extensive.

During my hour spent on twitter, two articles stood out to me. The first Effective Ways to Engage on Twitter and the second, Know If Your Content Sucks and How to Fix It. These two articles demonstrated to me why I should continue my use of Twitter in the long-run. The way in which Twitter can connect people and provide information is insightful, and by knowing effective ways to utilize resources, I can be a more productive member in the Twitter community and as a blogger.

This demonstrates why Twitter is an important tool for marketers. The constant flow of information throughout can provide marketers with real-time insight to consumer views and responses. Likewise, the direct relationship Twitter provides between users and companies enhances branding and publicity opportunities. Informed consumers and direct lines of communication can be accomplished with Twitter.