Showing posts from June, 2022

How a testing model is driving SEAT and CUPRA’s search marketing performance

“Will we ever be able to put search marketing strategy in the driver’s seat?” This is almost every search marketer’s dilemma as the community continues to remain at the mercy of Google’s algorithms and updates. SEAT S.A, the Barcelona-based multinational automaker part of the Volkswagen group have innovated a testing model that is driving growth for its brands, SEAT and CUPRA in the European market. While SEAT is the young, cool and urban brand that offers cars with striking designs and several mobility solutions – CUPRA is an unconventional brand, which is defined by its progressive design and the performance of its electrified models. We spoke with Corinne Calcabrina , Global Media Manager at SEAT S.A, Sophie Santallusia , Global Paid Search and Programmatic Director, and Alejandro Sebastian , Global Search Team Lead at PHD Media Spain to discuss the ‘Performance innovation program’ (SEAT S.A’s testing model) and its value add to the businesses. A fast-paced industry Digital is

Google Analytics 4: drawbacks and limitations—is it worth sticking around?

The free version of Google Analytics, Universal Analytics, is the most widely used web analytics solution. The platform is so popular that it dominates 86% market share , making Google the market leader. But even though many consider Google Analytics the standard, there are reasons to ask if it is the perfect choice for your marketing setup—especially since Google announced the sunset of Universal Analytics. On July 1, 2023, Universal Analytics properties will stop processing new hits, forcing users to switch to its successor, Google Analytics 4. While this may seem like a natural progression, marketers should not be fooled. The learning curve will be steep—Google Analytics 4 is almost an entirely new platform and still developing. On top of that, Google Analytics risks losing the users’ trust due to gray areas around the likes of privacy and data ownership. With a privacy-focused future ahead, now is the time to seek alternatives that better balance data collection with compliance.

Switching from Google Analytics—here’s what you need to know

Google has dominated the data analytics marketplace for so long that it might feel daunting to switch. You may have reservations about an alternate platform because you have been conditioned to think there is no other tool that can live up to Universal Analytics. We are here to reassure marketers that is not the case—switching has never been easier. Especially since Google recently announced they would be sunsetting their Universal Analytics platform. If you made it here, you are likely to have already done your research on the pitfalls and limitations of Universal Analytics’ successor, Google Analytics 4. If not, it is worth reading ‘ Google Analytics 4: drawbacks and limitations—is it worth sticking around? ’ . Chances are, you have taken notice of the laundry list of issues with Google Analytics 4 and are considering jumping ship. This could be because of data quality or limitations, a lack of privacy-friendly features, or transparency in handling data. As a marketer or analyst,

How to drive B2B conversions from your organic traffic

30-second summary: B2B conversion funnels are long and unpredictable, and your SEO strategy should reflect that Because it takes several touchpoints for a buying decision to be made, a B2B SEO strategy should focus on both informational and commercial phrases Brand-driven search is crucial for your conversions because B2B customers tend to careful consider all options While optimizing for informational queries is important, make sure you have distinct conversion paths on each page Create consistent visual identity across on- and off-site channels to improve brand recognizability at each touchpoint There’s one key difference between B2B and B2C conversions : B2B shopping is almost never spontaneous. It takes several decision makers (which are collectively referred to as a decision making unit or a DMU) to review several options and make a choice. A B2B shopping journey can thus take weeks and months. Obviously, the organic search optimization strategy should address that