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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.
How to Leverage Social Media Campaigns to Your Brand’s Advantage
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.
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.
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?
I won’t apologize for the clickbait title, because it’s true. And lotsofdifferentpeoplecompletelyagree. 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?
Digital marketers gather in Denver to talk about the ups and downs of going programmatic
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.
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.
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.
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.
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?
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.
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.
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.
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.
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.
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.
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.
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.
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.