Google Analytics Search Console Reports

All About the New Google Analytics Search Console Reports

I was perusing Google Analytics the other day and almost choked – my “Search Engine Optimization” reports were missing!

I desperately looked to Google for answers – and it seems that the SEO reports have been replaced by “Search Console” reports. While both draw data from the GA/Search Console integration, “Search Console” reports offer most of the same info plus a few COOL added bonuses.

Google Search Console Reports

While the original “Search Engine Optimization” reports included Landing Pages, Queries, and a Geographical report, the new Search Console includes Landing Pages, Countries, Devices, and Queries.

Google search console reports

Top 3 Things to Look At in Search Console Reports

Click through rate by landing page by keyword

Click Through rate by landing page and keyword

It used to be that you could look at the CTR for the landing page or query, but now you can narrow it down to the landing page by query.

To do this, go to your “Landing Pages” report, and click on the page you want to look at. You’ll then be taken to a screen showing you the queries that have brought users to this page, as well as the CTR. The majority of queries are still listed as (not set), but especially when you manage a site with a high traffic volume, the available sampling can give you awesome insight into which keywords have good CTR, and which don’t for any given page.

How to use this insight: There’s no use in data alone if you don’t act on it. This report is awesome because you can see the effectiveness of your SERP results by keyword.

Perhaps you have a page on “blogging services”, and it has a high click through rate for the term “advice on blogging” but not for the search term “services for my blog”. The page is designed to drive sales of your services, so you will find that the intent of the searchers does not necessarily match the purpose of the page.

Click Through Rate By Device

If you go to the “Devices” report, you’ll see a breakdown of the number of impressions and clicks on Google, by device. It is helpful to be able to see if there is a major difference in queries by device (example: are more people searching long-tail, natural language keywords on mobile?)

It’s also helpful to see the effectiveness of your SERP results based on device by looking at the CTR. Perhaps you’ll find that pages with shorter title tags have a higher click through on mobile than desktop.

How to use this insight: This report will help you better understand your audience. Perhaps the majority of purchases on your site come from mobile users, but your e-commerce pages have a low CTR for mobile devices. You may decide to alter your SERP (title and/or meta description) to better meet your mobile users preferences.

Average Position of Landing Pages for Specific Queries

Average Position for Search Queries by Landing Page

Search Engine Optimization reports in Google Analytics used to show you the average position of a query… but what if you have multiple landing pages ranking for the same term?

If you have a website about plumbing in Los Angeles, your “Los Angeles” page ranks #1, your homepage ranks #7, and your “Plumbing Tips” page ranks #32, all for the same search term. In the old system, all of these would be averaged out for your final “average position” number.

Now, you can see how each landing page ranks for a specific query. To do this, go to the Landing Pages report, click on one of your landing pages, and you will see a breakdown of queries and the average position for each.

How to use this insightKnowing the average position of your landing page for specific queries will help you better understand how your pages rank for specific terms. Perhaps your e-commerce pages are ranking high for terms with low commercial intent and lower for terms with high commercial intent. You can try optimizing your page to rank better for keywords with high commercial intent by altering your copy and building links.

It’s also helpful to know your CTR by position. There should be a close relationship between the average position and click through rate. If your page ranks #1 for a high traffic keyword and only has a click through rate of 3%, you might want to consider optimizing your SERP result by changing your meta description or title tag.

 

The new Google Analytics Search Console reports are very similar to the older Search Engine Optimization reports, but they allow for a bit deeper insight, allowing you to better optimize your website.

How to Use Real SEO Headers for Your Blog

Why You Need Real Headers For Your Blog (+ How to Do It!)

I see a lot of really great blogs and intelligent writers pumping out fantastic content that will never be seen by a search engine.

There are tons of reasons for this, but one mistake that I consistently see is not using headers.

Using headers is not really a make-or-break type of thing, so if you don’t use them but you have killer backlinks to your site, awesome content, and a super-fast site, I wouldn’t freak out just yet.

However in SEO, very few single tactics are make-or-break (except heavily using tactics that will get you penalized). Updating your old posts to have proper headers won’t magically place you #1 in the SERPs for all of your target keywords, but it is a great way to give your pages a little boost.

Newspaper Headers

Why Use SEO Blog Headers?

If you’ve ever read my blog posts before, you probably know that I love and use the hell out of headers

Headers are awesome for:

  • Breaking content up and making it more visually interesting
  • Making it easier to skim, so readers will still understand your main points even if they don’t read every word
  • Make it easier for search engines to understand the main points of your content

A mistake that I consistently see is bloggers using bolded text as a header.

Bolded text is not the same as headers.

While it can be eye-catching, bolded text doesn’t really tell your readers or search engines that the text is really, really important.

Real headers will be significantly larger than regular bold text, and depending on your blog settings may also feature a different font.

How to Create H2 and H3 Headers

Some blog editors have a drop down menu where you can select your header type, and others do not. That’s okay – it’s easy enough to create them in HTML (really, I have the HTML capabilities of a 6th grader, it’s not hard!)

If you are using WordPress, all you have to do is access the text editor here…

Editing HTML Blog Headers in WordPress

Then you find the text that you want to use as a header, and wrap it with header tags.

An H2 header will look like this:

<h2> This Is My H2 Header Text! </h2>

An H3 header will look like this:

<h3> This Is My H3 Header Text! </h3>

SEO Best Practices for Headers

Like any SEO tactics, headers can be done correctly or incorrectly. The main thing to keep in mind is the function of the headers to your visitors. You are using headers primarily for your visitors, and the search engine bots are just site visitors that are trying to understand the main points of your blog post.

  • Use real headers with H2 and H3 tags, not bolded text
  • Use H2 and H3 headers to draw attention to your main points
  • Use H2 and H3 headers to break up your posts visually
  • Include keywords in headers so that skim-readers and search engines know the really important topics of your post
  • Do not stuff your headers full of keywords thinking it will improve your search engine visibility (hint: it wont)
  • Use headers that match the hierarchy of important points for your post
    • A main point will be marked with H2
    • A sub-point of that main point will be marked with H3
    • You can even use H4 headers if you have that much to say, and if using the header creates better organization and visual flow

Living Below Financial Means

Why Living Below My Financial Means is the Best Decision I’ve Ever Made

I have spent the vast majority of the last five years living paycheck to paycheck. In fact, it was only just a few months ago that it became realistic for me to spend less than I make.

Unfortunately, that’s the reality for most young adults (and many adultier-adults) right now. Housing is freaking expensive. Student debt is crippling. Cell phones and home internet are expensive necessities.

However, there are also a substantial number of people who make a great deal of money and still live paycheck to paycheck. In fact, as much as 44% of millennials who make $100,000 to $149,000 per year admit to living paycheck to paycheck.

Let me tell you, I don’t make close to $100,000. But last December I picked up enough high paying work to substantially increase my income overall.

I’m not a rub-it-in-your-face kind of person, but I think that it is important to discuss salary openly, so my friends all know that I got a substantial raise.

Since then, I’ve gotten a lot of questions and comments:

When are you getting a new car?

Don’t tell me you can’t afford [whatever], I know how much you make!

When are you moving somewhere nicer?

Frugal cat says how about shut the fuck up

How I got to the point where I could afford to live below my means

By the middle of last year, I was living right at my means pretty comfortably. I could afford my rent. I could afford a reasonable grocery budget of $50/week, and didn’t have to worry about skipping meals or going to the food bank.

I could afford my car insurance and to eat out once per week.

But by the time each paycheck rolled around, I had about $20 left in my checking account.

I didn’t have crippling debt, but I didn’t have any extra cash either.

Then I got a raise. And the reason I now have extra cash is because I didn’t greatly expand my budget.

Where I Save Money

Save money on expensive car payments

Rent/Housing

It’s recommended that you keep your housing expenses around 25% of your gross income. Last fall I was spending around 23% of my gross income on rent.

Since getting a higher paying job, the same apartment I’ve been living in for the last year now only costs 12% of my gross income.

Don’t get me wrong, my apartment is a little run down and I don’t live in the nicest neighborhood, but I have enough space, a friendly and fair landlord, and I never feel unsafe in my home.

My Car

Similarly, if I wanted to, I could “afford” to drive a really nice car. However, by today’s standards, “afford” means putting $500 down and taking out a $20,000 auto loan with a hefty monthly payment + interest charges.

Instead, I am perfectly happy to keep my 2000 Hyundai Accent, which will probably last me another 5 years without major mechanical expenses.

Impulse Buys

I also try to keep my impulse buys to a minimum. If I find that I need or want something I don’t immediately go buy it, even though for most things I could.

For example, right now I have a DVD player but no remote. The DVD player I have is basically garbage anyway, so I should probably just go buy a new one. But I primarily watch Netflix, not movies, so spending $50 on a new DVD player probably isn’t a very smart use of money.

Cell Phone

Nowadays most individual smartphone plans cost from $60-$90 monthly, sometimes with additional “phone payments”.

Instead of having the latest iPhone or Samsung Galaxy, I have an Alcatel OneTouch. While many plans will offer a 2 year payment plan for fancy phones, totalling up to $1000 over time, I have chosen to have a slightly less pretty, slightly slower phone for the total cost of $120.

I also have chosen to have slightly less reliable cell service through Cricket instead of Verizon, AT&T, or Sprint, so I pay $35/month instead of $80.

Travel

I take small road trips several times a year – sometimes to visit my family who live 650 miles away, and sometimes to do athletic competitions.

I took a trip to the Seattle area in April to celebrate my birthday, and I kept it affordable by:

  1. Bringing homemade sandwiches and snacks that I bought at the grocery store for the drive
  2. Renting an apartment on Airbnb instead of getting a hotel – I spent $60/night for a private apartment with 2 beds, a full bathroom, washer/dryer, and a full kitchen
  3. Eating at affordable restaurants
  4. Doing free and affordable activities – my mom and I spent most of our first day wandering the Pike Place Market, and the second day we went to the Tacoma Zoo and Aquarium

I’ll be heading to Colorado later this month, and I plan on staying with a friend instead of paying for a hotel.

Where I Splurge

I can’t say that I don’t spend any more money than I did on my former salary, but I don’t spend much more than $100 more a month.

Splurge on coffee shops

These are the few things that I have loosened my reigns on:

  • I go out for coffee 4 or 5 times per week instead of 2 or 3 (my order is only $2 anyway, so it’s not a huge spend)
  • I spend a little bit more on groceries (typically $45-$55 a month instead of $40-$50)
  • I have invested in a few larger home items: a desk, a bed, and soon I will be buying a window AC unit (I got the desk for $60 at a thrift store, and the bed for $80 at a yard sale, so they were still very inexpensive)

Everyone values different things – having a nice car may genuinely be important to you, while eating out or going out for coffee may be less important.

Why living below my means is the best choice I’ve ever made

My overall financial anxiety is substantially lower

Even now I feel like I can’t afford things. Every time I receive a paycheck I put a substantial chunk directly into savings, where I can’t access it with my debit card. By the time my next paycheck rolls around, my checking account may be feeling a little empty.

However, I don’t ever have to worry about money. Realistically I know that I can afford my rent every month. I can afford my rent even if my paycheck is a few days late, or there is an error with my deductions.

I can be spontaneous

If I wanted to, I could fly across the country this weekend and stay in a hotel in a city I’ve never been to. (In fact, if I wasn’t preparing for an athletic competition in a couple of weeks, I probably would be on my way to the East Coast as we speak.)

I can decide to go to a movie if I’m bored and restless on a Friday night, or I can treat myself to a nice meal to celebrate a small work victory.

While spontaneity may be easily confused with impulsivity, there are subtle differences. Leon F. Seltzer, PhD, describes spontaneous behavior as “natural, and in a good way”, and impulsive behavior as “impelled” or “driven”.

I can spend money to save money

Paying up front for things can often save you a little money, and when you can do it for everything it really adds up.

I can now pay for 6 months of car insurance instead of paying monthly, so I get a discount. I can afford to buy a 24-pack of toilet paper every once in a while instead of buying a 4-pack every week, so I am spending less overall.

Similarly, I can own my car outright instead of taking a loan or leasing.

I am prepared for emergencies

If my car breaks down or is wrecked, I can pay my insurance deductible, pay for repairs, or buy a new (used) car without worrying.

I can easily meet my health insurance deductible out of pocket, so even a medical emergency will not cripple my finances.

Most importantly, I can afford to take a huge pay cut if I ever lose my job and have to take a lower paying job, without compromising my current lifestyle.

 

Not being broke is awesome. Unfortunately it’s really hard to not be broke nowadays, especially in places where housing is expensive.

While it may not be possible for you not to live paycheck to paycheck right now, chances are you will eventually get a pay raise – and if you can keep your lifestyle at a similar level as today you will find that your financial troubles will become more and more manageable, until finally you’re one step ahead.

Ecommerce Insights from Amazon Reviews

3 Kickass E-Commerce Insights to Gain from Amazon Reviews

People will tell you their entire life story in the form of a series of Amazon reviews.

If you are an Amazon seller, if you sell a product that is also sold on amazon (whether you sell in a store or on your own e-commerce site), or if you know that your audience is crazy about a certain product that is sold on Amazon, there are a few different ways you can use Amazon to your advantage.

Building Personas With Amazon Reviews

I first realized the power of Amazon reviews when I was encouraged to use them as a consideration when building buyer personas.

Here are a few things you can often learn from Amazon reviews:

Location

Many Amazon reviewers will have their approximate location listed on their profile.

Approximate Age

It’s usually pretty easy to tell the approximate age range of an Amazon reviewer. Style of language is one indicator, and products purchased as well. Some people will outright mention their age (“as a 43 year old woman, I think this style is…”)

Family

Serial Amazon reviewers reveal a scary amount of information about their families. If you find someone who has reviewed a handful of items, you’ll often see them mentioning that the product they purchased was for their significant other.

Family details on Amazon reviews

You can often tell if the reviewer has children, and the approximate ages of their children as well. Look for purchases of toys and items commonly used by children, as well as mention such as “I bought this for my 3 year old daughter” “this fit my son very well”.

Disposable Income

The volume and types of purchases will give you an idea of whether or not this individual has substantial disposable income (or whether they spend as if they do, regardless of their actual financial state).

Keep in mind:

It’s likely that only a percentage of your customers shop on Amazon, and an even smaller percentage are serial reviewers. Amazon buyers are probably not your only demographic, and personas built from Amazon reviews probably do not generalize to your entire audience.

Generating Content Ideas with Amazon Reviews

There are two main sources of content ideas that I have found with Amazon reviews.

Reviews of your own products

Reviews left on your own products (or on products that you sell independently from Amazon) are incredible to help you improve your sales copy, as well as blog posts and other forms of content.

First and foremost, reviews give you real-world examples of how people describe your products – which helps you speak the same language as your customers.

This can be helpful in terms of keyword research, because they may give you insight into key phrases that are being used to identify your product’s features, as well as help you connect with customers with sales copy and blog content.

Other product types commonly purchased

Sometimes two seemingly unrelated products are often bought in tandem. For example, if you sell stationary, you may find that your customers are also fitness fanatics and purchase gym bags, athletic clothes, and workout videos.

There is likely no causation in the relationship – people do not buy fitness equipment because they write in journals, and they do not like sticky notes because they wear athletic clothes, but with your knowledge of your products and industry you may be able to hypothesize as to why there may be a relationship: workout fanatics use your stationary to record their workouts.

Using Amazon reviews to understand buying patterns

If you can truly find new insight and connections, it will open new ideas for content that you may never have otherwise thought of. With the example of stationary and fitness, you might decide to write a blog post about workout essentials, or if you list your journal’s many uses on your product page you might mention that it is perfect for recording workouts.

Link Building

Similarly to your own site’s content, learning about connections between your products and a different category of products can help inspire your link building and SEO efforts.

Guest Posting

Using Amazon reviews to find related product categories will help you find different places that you might be able to guest post.

For example, if you know that fitness fanatics also love your journals, you may think to pitch an article idea like “5 Things to Know Before Buying Your Next Workout Journal“, or “5 Products to Make Your Fitness Routine More Fun” to a fitness blog.

Backlinking Related Non-Competitors

Your super cute stationary company may not compete directly with Lululemon, but if a good chunk of your customers are die-hard Lulu fans, there are probably a few pages that link to Lululemon that might also link to you.

This is a great way to find related resource pages that you might also fit on (think: gym essentials links).

 

Using Amazon reviews can help you better understand a certain segment of your audience, and help you get your creative juices flowing when you feel like you’re in a content rut.

Don't Rely on Pinterest Diversify Blog Traffic

Why Your Blog Shouldn’t Rely on Pinterest Traffic

It seems to me that there’s been a recent surge in the popularity of Pinterest in the last few months. Several Pinterest “gurus” have emerged with courses teaching you how to get gazillions of followers and jillions of pageviews from Pinterest.

I’ve recently seen bloggers bragging, “I get 90% of my traffic from Pinterest!”

Let me tell you – that’s not a good thing! – I cringe every time I hear someone say it.

Wait, Doesn’t More Pinterest Traffic = Better?

street traffic

Getting blog traffic from Pinterest is awesome – and if you’ve worked hard to improve your Pinterest and are seeing results, it’s certainly something to be proud of.

However, if you are getting 90% of your traffic from Pinterest and suddenly things change, will your traffic plummet into the abyss?

Will your blog and business be able to recover if, overnight, Pinterest changes their algorithm and your Pins are no longer favored in search, shared, and clicked on?

If in six months Pinterest becomes obsolete, will you still have a steady source of traffic and income, even with only a small fraction of the traffic from Pinterest that you once had?

Why You Should Strive to Have Diversity in Traffic Sources

It’s bad to have a single traffic source dominate your website, whether the source is Pinterest, Facebook, email, or Google.

For example, one of the companies I work for used to make a substantial amount of money from paid search advertising. The company came into a conflict with Google at the end of January, and now three months later, we still have not been able to recover the thousands of dollars of monthly revenue we had been making from that channel.

Google PPC Crash

This same company made up for that PPC loss largely by putting more efforts into Facebook advertising, and in March a new algorithmic update cut our social advertising traffic in half too.

Luckily, we’ve been able to improve our organic search traffic almost by double, as well as make up for lost revenue with email marketing campaigns and more organic social efforts – and despite that we lost one of our biggest drivers of revenue last month, we are still having our best month in the history of the company.

If our plans A, B, and C were all the same – either PPC or social media advertising, it’s likely that the company would be getting ready to close its doors.

Similarly, if your plan A, B, and C are all Pinterest, and you’ve put hundreds of hours into building up a huge percentage of your traffic from that platform, a tiny algorithm change could completely ruin your business.

Blog traffic sources

So Should You Ignore Pinterest Altogether?

If Pinterest sends your website high-quality traffic, by all means focus on improving your Pinterest efforts.

In fact, I have done just that for a few different websites that I work with, and in just the span of a month we’ve gone from a few of visits daily from Pinterest to ten or twenty times that.

If you think that Pinterest is a good traffic source, spend a month focusing on learning more about the platform and how to best use it, creating more “Pinnable” images, and optimizing your Pinterest profile to maximize any and all of the changes you make.

After you’ve wholly re-vamped your page and have started seeing the traffic increase, find a way to maintain the momentum with less effort so that you can focus on other platforms as well.

How to cut back your time on Pinterest, while still maintaining a strong presence:

  • Create 1-5 strong blog image templates so that it only takes a few minutes to create an incredible, branded image perfect for Pinterest
  • Consider automating some of your more time-consuming tasks (for example, I use BoardBooster to re-pin images from my “blog” board to different group boards automatically)
  • Make the most out of your engagement by visiting pinterest.com/source/[myblogurl.com] and “like” and thank users who pinned things from your blog

Other ways to drive traffic to your site

After you see that your Pinterest is rocking it and sending you tons of traffic, consider focusing on other channels to balance out your traffic.

Here are a few ideas:

  • Focus on building your email list
  • Experiment with social media advertising on Facebook and Twitter
  • Make intentional efforts to improve your on-site SEO
  • Build a valuable resource and see if other websites will link to it

If you hope to one day have a successful blog or online business, growing your Pinterest traffic is a great idea – but it’s always important to keep your traffic sources diverse so your fate isn’t determined by algorithmic changes or the decline of the latest popular platform.