bryan coe digital marketing strategist

Sometimes Google is Smarter Than You Think

sundar-pichai-google-ceoI learned something new today that made me realize Google is sometimes smarter than you think and yet still pretty dumb.

Since starting at Armstrong Floooring, I’ve been working on the SEO for our new international website. International SEO can be quite complicated especially when you are using the same language in multiple countries. I know I’ve been quiet in terms of blogging for a long time, but I’ll be posting about some of the interesting things I’ve learned and accomplished with the new site.

Anyway, what I learned today has to do with a bug. Something went wrong in AEM (Adobe’s content marketing platform) and some of our non-English sites were showing the URL as their title. So if you went the sites and looked in your browser’s tab you’d see a URL instead of the title of the page. Google crawled the site while the bug was still in place, but was able to determine a title.

Armstrong Commercial Flooring Mexico SERP result

Since this isn’t actually the title I did some digging to see where it could have come from. It turns out it is the Alt-Text from the logo. I didn’t realize Google would look there if there was no proper title on the page. Great!

But then I checked the respective English version of the Mexican site, which does have an actual title on the page, but Google is still using the Alt-Text from the logo. So smart, but at the same time so dumb. Oh well.

 

The 52nd US State – Wuh What?

So I was running a report today to see the traffic to our site per US state. Adobe Analytics returned 52 states. Of course I thought that was odd. Digging a little deeper I realized they were counting DC as a state. Ok I get that, but check out what the 52nd state is…

52nd US State. What?!?

I wonder what their state motto is. “You’ve got mail!”?

The Power of Social Media for Job Seekers

Thank You!

This is a follow up to my post about a month and a half ago when I lost my job. I just want to say thank you to everyone that responded and reached out to me via social media and directly. It was a combination of people looking to hire and referrals. It has proved to be another testament for the power of social media for job seekers. Without my network I would have never gotten past this hard time as quickly as I did. Thanks!

So the big news: As a result of the post, I had a few interviews (some went really well, others did not go so well) at various companies, I ended up interviewing with  Armstrong Flooring headquartered in Lancaster. The interviews went really well and as a result I’ve take a position with them as a Digital Marketing Specialist for Commercial Flooring. I’ll be focusing on my core skills; Website analytics and SEO, along with some other digital marketing tasks for North and South America and the Pacific rim.

Armstrong flooring logoYep, I’ve gone to the client side not an agency. I’m excited to work with one brand and use my diverse experience gained from agency work to help shape the company’s digital experience, as well as work with a great group of people along the way.

Thanks again to everyone help me through the transition!

Digital Marketing Plans – Be Prepared!

One the most important things you need to be able to do if you work in digital marketing is adapt.

It’s paramount to create a strategy and plan for how you will accomplish your goals. Whether you want to increase revenue, reignite your client base or simply drive awareness. You need a plan, but you also need to realize even the best plans have obstacles. The digital marketing landscape changes at a breakneck pace, monthly, weekly, sometimes even daily! To be successful you need to be prepare to navigate through these changes.

your digital marketing plan with obstacles

What Digital Platforms do Teens and Young Millennials Use?

Is you’re target audience teens or young millennials? Do you know where they hangout online? BI Intelligence did a study to find out. You might be surprised with the results. According to the graph below Facebook is on the decline with Twitter and Instagram growing, but biggest jump in growth was with Snapchat.

teen and young millennials digital platform usage

A New Year a New Adventure!

In October of 2014 I merged the company I founded, Blackbird e-Solutions, LLC with Scheffey. Now after almost a year and a half it’s time for my next adventure.

It’s time for my next adventure!

I’m happy to announce that on February 22nd I will be starting my new position as the Digital Marketing Director at Grit Marketing Group. Grit was formerly known as Moxie, but in the end of 2015 they changed their name and brand. With the new name came a renewed focus on growth and the development towards a more powerful digital agency.

grit logo

In the new position I will have the opportunity to work with companies and brands at the local, regional and national level. I’ll also have the chance to build a digital team to push boundaries with forward thinking and creative ideas. Digital moves fast and as with many things the best road to success is to build a strong foundation and put processes in place to promote adaptability and growth that is measurable.

The best road to success is to build a strong foundation and put processes in place to promote adaptability and growth that is measurable

Two of my long-time clients will be joining me for the transition. They both started with Blackbird e-Solutions and it seems over the years we’ve become quite fond of each other: The Protocall Group and A.R. Mazzotta.

I’m looking forward to joining the team at Grit and working with new clients.

As always I can be found in the usual places online @BryanSCoe on Twitter as well as LinkedIn.

Let the new adventure begin!

Is Google Analytics Finally Removing Event Spam?

google analytics logo

When I went to the events section one of my client’s Google Analytics. I received the following notification.

google analytics event notification for event spam

This report has been filtered to include only data where there are values for “Event Label” dimension.”

Does this mean they are finally getting a handle on removing event spam. We’ve been fighting with it for months maybe even years. It would be great if Google finally found a way to remove it.

What is “event spam?”   With Google Analytics you can add code to your site so that you can track things such as clicks to play a video, view an image gallery, click on a link to an external site and more. There are unfortunately rogue sites of developers that add code to their site and steal analytics code from other sites so that strange things like, “For event management use spammersdomain.com.”

Typically this has to be filtered out in the Google Analytics dashboard, but it appears the new filter applied by Google does this for you.

Nice! Thanks Google.

Digital Marketing Changes in 2016 [Infographic]

Here are some very interesting predictions to what the digital marketing landscape will look like in 2016, according to the following Signal infographic.

One of the biggest trends that will continue in 2016 is the use of data. Data will drive everything from targeting precision, to advertising formats, platforms and relevancy. It’s no longer enough to say that you can track the ROI of your online efforts, marketers now need to use the data to reach more relevant audiences and to produce better results.

predictions for digital marketing in 2016

 

Speak More Than One Language? Then You Can Relate To This

This is for all the bi-lingual and multi-lingual people out there. I’m sure you’ve had this problem. Haha!

forgot work in this language

How Do I Prove My Marketing Value? What Should I Measure?

These days when it comes to Digital Marketing we pretty much have the ability to measure anything we want. The bigger challenge is deciding is what really matters. I often here the questions.

How do I prove my marketing value? How do I calculate ROI? What do I measure?

The amazing thing is the answer is simple, but most businesses and marketers miss it:

MONEY

Dollar bill How to track roi = money

“Show me the money!” 

Ultimately if what you are doing online does not make or save you money, is it really worth it? Traffic alone does not translate to money. You need people to convert in some way for there to be value. Then you can track your ROI (Return on Investment).

Once you understand this there’s a simple formula. To get started you need are two metrics from your sales team.  How much is a new sale worth and your conversion rate from leads to sales. With this information, apply the formula outlined below.

If you start from the bottom and move up; What’s your ROI and what do you need to do to win 10 new clients?:

  1. diagram for tracking ROIDetermine or define the average value of a new client or sale. (Let’s use $1,000)
  2. Next if you know your average conversion rate (Let’s use 50%)
  3. Now you can figure out how many leads you need to get 10 sales. (In this case it would be 20 leads)
  4. Then figure out the percentage of visitors that become leads. We’ll use 1% here. So then you need 2,000 visitors.
  5. So finally, use digital and online marketing tools to drive 2,000 visitors to your website and record the cost to do this.

Using this formula you’ll be able to see exactly the return on your online marketing investment!

And no more wondering what to track.