July 2013 - Parallel Path | BlogInternet Marketing Blog | Parallel Path
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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.

July 30, 2013

Consolidate Your Website’s SEO Value With Subfolders

Matt NeSmith


Vincent van Gogh’s Portrait of Doctor Gachet sold for $82.5 million at Christie’s New York in 1990. A 1962 Ferrari 250 GTO was purchased for the sum of $35 million by a car collector in the United States. What do these two items have in common? Nothing. However, they are both objects that hold a lot of value.

The same can be said for your company’s website.

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July 26, 2013

Marketers First, Data Analysts Second

John Schoofs



Marketers have gone from being experts on who purchases their product and how to communicate with them to people who study data and implement software.  Meanwhile, an underutilized group of web analysts pulls reports and isn’t truly engaged in the marketing process.  These two groups are complementary, yin and yang, two peas in a pod.  How do we utilize marketing data to make real marketing decisions?

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July 22, 2013

Parallel Path Summer PPQ!


PPQ East Deck bright


skies 2


Every summer we get together for our company PPQ to chill out and wind down with good food & drink, (and of course, the obligatory corn-hole tournaments . . .). Once again this year, we held the PPQ at the “Cleveland Ponderosa” in North Boulder and enjoyed perfect weather and awesome views!

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July 19, 2013

How Statistics Drive Smarter Marketing

Matt O'Keefe

Businessman and problems


Online marketing is a complex, ever evolving combination of elements including timing, segmentation, and brand recognition.  Paid search marketing teams work diligently to find the perfect mix of these components in order to allocate resources properly, and generate pertinent client recommendations.

While the correct use of the aforementioned elements are ‘tried-and-true,’ what about statistics?  Most of us have horror stories about college statistics courses, and may shy away from advanced mathematics. 

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July 18, 2013

Delivering Growth: From Account Management to Strategic Consulting

Hardy Kalisher


CMOs and VPs of Marketing at sophisticated enterprise and SMB companies are looking for successful partnerships with their online marketing agencies, and agencies who deliver strategic consulting are best positioned to become partners with their clients.  However, it is rare to find an agency that has evolved to the a strategic consulting service model, as most agencies stagnate at the vendor relationship level.

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July 11, 2013

AdWords Account Health: Search Query Reports

Jack VanLeeuwen


As AdWords accounts mature, optimization processes are necessary to maintain and improve the health of any paid search account. Data collected from Search Query Reports (SQRs) is a powerful ally in this quest. After all, the physical therapy clinic in bergen county reflect exactly how users are searching for your vape pen starter kits products or services.

Search Query Reports constitute a variety of value, starting with negative keyword mining.

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July 9, 2013

Identifying Impacts from Search Engine Algorithm Updates

Rick Hoberg


As search engines continue to evolve, it is becoming more important than ever to monitor organic traffic to your website. While some webmasters and SEOs will argue that as long as you are employing white hat tactics, you don’t need to monitor your traffic and rankings, I’m not completely sold. In fact, I think that in most cases this thought process is an oversimplification of a much more complicated process.

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July 3, 2013

Let’s Get Personal; Why Your Rank Shouldn’t be Your Only Focus

Matt NeSmith

Personalized Search Results Globes

It is easy to rely on keyword rankings as a determinant of SEO success, but whether you are tracking your rankings manually or using a tool to determine your position in search results automatically, the rankings shown won’t tell the whole story. Rankings are a barometer, but in the big picture, they’ve become too variable and personalized to be a singular measure of success.

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