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Internet Marketing Insights and Analysis

Our Internet marketing blog is dedicated to you, the CMO, Marketing VP and Customer Intelligence (CI) professional with the intention of sharing how the right data and metrics can blow your mind. Okay, not actually, because that would hurt, but this is where we share a regular dose of data analysis, case studies and observations from the field. This is our take on relevant industry news, trends and the latest tips and tricks for web analytics, SEO, paid search and other juicy tid-bits that will impact you, the executive marketing god that you are. So, go ahead, add us to your RSS feed or sign-up for our email subscription or visit us all the time. We won't tell anyone if you stalk us. It'll be our little secret.

January 20, 2017

Turn a Negative (Comment) Into a Positive

How to Leverage Social Media Campaigns to Your Brand’s Advantage

Chloe Beaupre

Lately, many companies are being confronted with social media campaigns that call them out for advertising on conservative websites, one of the most notable currently is the far-right site Breitbart.


Breitbart is a controversial website that is notorious for what its critics call ‘fake’ news with allegations of a white, nationalist racist slant. In opposition, movements like #NoAdsforHate and Sleeping Giants (Twitter user @slpng_giants) have emerged.

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October 6, 2016

How to Track Dark Social in Google Analytics

Nathan Patrick

Dark Web

What is Dark Social?

The channel Dark Social contains users who arrive to a website via a messaging app, and it’s currently incorrectly tracked in Google Analytics. Read The Atlantic’s post on Dark Social as a primer, otherwise you’ll quickly get lost.

Dark social is really just another channel so we’ll be changing how analytics groups users into channels. We will be creating a new default channeling grouping, so we can use our new channel in every Google Analytics report.

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September 7, 2016

Be Great at Email Newsletter Marketing:

Key Considerations and Best Practices

Hardy Kalisher

flat design concept of regularly distributed news publication via e-mail with some topics of interest to its subscribers

Your objective is not to just have a good newsletter, it is to be great at business in part because of the newsletter. A great newsletter program supports your company’s marketing and business goals.

Ambitious, yes. But so are all marketing efforts. Be Great!

The following key considerations will help set up your company for newsletter greatness.


Newsletter Goals & Strategy:

The goals and strategy of the newsletter should align with a brand’s marketing and business goals.

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August 29, 2016

The ROI of a Logo

Nathan Patrick

Apple Logo

When you go to the grocery store, there are two types of products: Brand and Generic. Without a second of thought, you know the difference between the two. While these products (spanning all categories of CPG) are mostly the same, the branded products are typically better in every aspect. When you are building your new business, or refreshing your old one, think to yourself: Do I want to be a generic product, or a branded product?

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August 25, 2016

Google Analytics Misattributes 70% of Social Traffic

Nathan Patrick

Robot typing on conceptual keyboard

I won’t apologize for the clickbait title, because it’s true. And lots of different people completely agree. The idea may seem jarring, but once you dig into dark social it isn’t that surprising. A good chunk of social referrals are simply difficult to track, so Google Analytics lumps it into other categories. What is dark social, why doesn’t Google track it, and what does it mean my for my brand?

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August 10, 2016

Programmatic Advertising: Opportunities and Challenges

Digital marketers gather in Denver to talk about the ups and downs of going programmatic

Tom Kennedy

Your Ad Here graphic


For the past 18 months or so, marketers have heard a lot about programmatic advertising. In fact, most marketers have tested some form of programmatic advertising in the past year. According to leading Internet marketing authorities like Marketing Land, programmatic advertising is expected to represent more than half of digital ad sales by the end of 2017.

Programmatic covers a wide range of technologies and services that automate the placement and buying of digital banner ads, allowing advertisers to buy the eyeballs (impressions) of highly qualified viewers for online desktop display, mobile and video campaigns.

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July 14, 2016


Jack FitzGerrell


Parallel path wins kickball  

Kickball and marketing – can you imagine two activities more similar? Both have enormous competition, complicated strategy, and both come naturally to our team at Parallel Path.


With a little practice, and after overcoming a bunting scandal, Parallel Path just kept winning. Some say it was our excellent choice in craft beers. Others suggest it was our radical decision to forgo the provided uniform for our classic anniversary tees.

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June 28, 2016

Top 5 Takeaways from the 2016 Denver Digital Summit

Jack FitzGerrell
Denver Digital Summit Speakers

Photo Credit: Digital Summit

We love solving marketing problems. We start with strategy, but executing an effective strategy requires a deep knowledge of channels and tactics. Today’s marketing ecosystem is enormously complex, and at Parallel Path we focus on being ahead of the latest news and industry trends.

In June, we sent four Solutionists to the 3rd Annual Denver Digital Summit, a forum on digital strategy organized by and for digital marketers.

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November 10, 2015

Top 10 SEO Problems with Legacy Websites

Matt Stone

website maintenance

Looking into the workings of your old website can be a lot like looking in your attic – you don’t get up there very much and when you do, you find lots of stuff that isn’t any good. And, you occasionally locate items that you should probably get rid of or fix. Since your site was built and deployed, many changes may have taken place in the SEO world.

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September 30, 2015

Making the Most of Branded Search Results

Matt Stone



The main objective of many SEO efforts is to attract new customers from search engine referrals, meaning potential customers that do not already know about your products or services. These ‘non-branded’ SEO search visits provide an opportunity to introduce your company to those prospects that may not know you.

But what about visits from prospects that are looking for your brand specifically?

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September 16, 2015

Facebook Dislike Button: Bad News For Lazy Marketers

Kevin Mullan

A young man lying on his couch with his hand resting on his laptop's keyboard


Users have been asking for it for years and Mark Zuckerberg is finally answering the call. That’s right, Facebook finally is getting a “dislike” button to go along with the popular “like” button feature. So what does this mean? Well, as a user it means you’ll finally get to express your opinion to that one friend who takes too many pictures of their food instead of eating it or that other one who insists on using seven hashtags in every post.

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March 20, 2015

3 Ways Paid Search can Support SEO

Matt NeSmith


Paid search and SEO are two very different techniques, but their end goal is the same; to drive visitors to your website. And while running a PPC campaign compared to optimizing a site are quite distinct, the information gleaned from your paid search campaigns can prove to be useful for SEO initiatives. Here are three ways you can use your paid search campaigns to support your SEO decisions.

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March 19, 2015

Adding Site Search to the SERPs with Schema Markup and Google’s Site...

Matt NeSmith

Schema markup expands the capabilities of a website and opens up new opportunities for optimizing and improving the site for crawlability and indexability. It also allows for some features that improve the experience of using the site and interacting with it through the SERPs.

In this post we are sharing the markup needed to allow the internal site search of your website to be accessed directly from the results page through a branded search.

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March 5, 2015

The Downfalls of Infinite Scroll Websites on SEO

Matt NeSmith



Infinite scrolling often creates beautiful websites that are easy to use. The fact that you never have to click a link to navigate to other areas of the site makes it extremely user friendly. And with everything on one page, the content can be cohesive, which naturally and visually leads you through each section.


However, this solution does have its downfalls.

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March 5, 2015

Identifying a Google Penalty

Matt NeSmith

red card


The aftermath of a Google algorithm update can leave a lot of sites underwater. If you are following Google’s webmaster guidelines and providing value through relevant and fresh content you won’t have a problem, but it is nice to have peace of mind.

Checking to see if your site was affected by an algorithm is fairly straightforward. If for some reason you are suffering from a penalty, you’ll know the effect it had on your site and you can develop a game plan for moving forward.

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March 5, 2015

How to Create Outstanding Content

Matt NeSmith

content is king


One of the big themes of digital marketing in 2015 continues to be content. Every news site, tips site, and industry blog is talking about it. Content consistently makes the top lists of tactics for SEO moving into the future, and rightfully so.

Content allows you to distribute your message and show your knowledge, regardless of the industry you are in.

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March 5, 2015

Mobile Friendliness is Becoming a Ranking Signal

Matt NeSmith

mobile, tablet and laptop responsive webdesign isolated backgrou


Mobile Friendliness is Becoming a Ranking Signal

On April 21, 2015, Google will officially make mobile friendliness a ranking signal. As a result, they say it will significantly impact search results and will affect mobile searches in all languages worldwide.

The main reason for this update is the growth in mobile device use. People are using their mobile devices to access the internet and Google’s search algorithms need to adapt to this trend.

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February 25, 2015

The 8 Best Tools for your Content Marketing Strategy

Matt NeSmith

Creating a content strategy from scratch can be a daunting task. However, it doesn’t have to be overly complicated and often just getting started is the hardest part.

There are a number of tools available that help you through the content process. Here are some of our favorite tools to use as we develop content from ideation to creation.

Idea Creation

Creating a valuable topic for your content piece is one of the most important parts of your content strategy.

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February 20, 2015

Social Signals are Not a Ranking Factor

Matt NeSmith

green light

There seems to be a lot of confusion about whether or not social channels like Facebook and Twitter have an effect on ranking. The myth is that if your post has a lot of likes, favorites, retweets, or shares that this will improve the ranking of that page in the SERPs. However, this is not true.

What you are seeing is correlation, not causation.

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February 18, 2015

Blog Formatting and Style Best Practices

Matt NeSmith



A blog is a valuable part of any website and is a great place to show your brand’s expertise and personality. While the actual content of each blog post on your site is very important, the way the content is presented should also be considered.

The formatting and style of your posts has an impact on readability and could mean the difference between a visitor reading your whole article or leaving to find another resource.

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