Monthly Archives: April 2013

New Google Tool: The Customer Journey to Online Purchase

Google has rolled out a new tool that aims to provide insight into how customers make their journey from initial awareness to making a purchase. They’ve pulled data from 36,000 Google Analytics accounts (that authorized sharing), and the data includes millions of purchases across 11 industries in 7 countries.

One of the most interesting aspects of this tool (for me, anyway) is the interactive timeline showing how different marketing channels participate in this customer journey, viewable for different industries in different countries.   Continue reading the article »

Inbound Marketing for Nonprofits: Introduction

This post is the first in a series which aims to clarify principles of inbound marketing especially for nonprofit organizations.

coin going into slotWhen you get right down to it, most nonprofits operate under conditions very similar to most small businesses: limited staff, limited resources, but big plans. And, depending on how limited your staff and resources are, the effectiveness of your website may become quite important for the mission of your nonprofit organization.

What do I mean by the effectiveness of your website? The same thing I would mean if I were talking about a small business: lead generation and conversion.   Continue reading the article »

Is Google Trying to Force Small Business to Pay for AdWords?

image of highway robbery

Is Google forcing small business to pay for search ranking?

The short black/white answer: Yes.

The more nuanced answer: Not really.

Prior to Panda and Penguin updates to Google’s search algorithm over the last year or so, you may have been paying for SEO services. And those services may have skyrocketed you to the top of the search rankings. After Panda and Penguin, however, some of those same SEO tactics may be having the opposite effect.

Meanwhile, Google has made no bones about marketing AdWords to small businesses, prompting speculation that promoting AdWords is really what Panda and Penguin were all about. I, however, am inclined to think otherwise. (Well, I suppose it could be true; I’m no Google insider and have never once been invited to a strategy meeting, despite my promise to bring donuts.) Yes, of course, Google would like you to pay for AdWords, but I don’t think that is the core intent behind Panguan (panda + penguin = panguan).

See, here’s the thing. You always pay to rank. Whether through paid search campaigns like AdWords, or through organic search. You always pay to rank.   Continue reading the article »