RepEquity® Blog: Digital Brand Management Distilled

Using Adobe Analytics for Organic Search Keyword Reporting

With Google now limiting access to organic search keyword referral data, advertisers who use Adobe Analytics can no longer rely on Adobe’s standard natural search reports to identify the keywords that visitors use to enter the site. While Adobe Analytics still reports natural search terms from Bing and other engines, the gap left by the excluded Google data is significant and not usually covered by data from other sources.

The following sample Adobe Analytics natural search report is filtered to show only Google referrals. Notice that more than 80% of the organic search referrals are categorized as ‘keyword unavailable,’ and data is provided for only a few specific keywords.

Adobe Analytics Keyword Unavailable

To work around this limitation, Google recommends using data from Google Webmaster Tools, internal search, paid search and web analytics, including landing page popularity and traffic flow. To approximate the data in Adobe Analytics, you can use two reports: the Internal Search and Paid Search reports.

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Looking Ahead to Drupal 8: What to Expect

Drupal 8's Killer Feature | RepEquity Blog

There is much to be excited about the 2014 release of Drupal 8. Upgrades included in this version of the open-source content management system will benefit just about everyone, including marketers, content creators, developers and ultimately website users.

What’s new?

This version, which will come more than three years after the release of Drupal 7, is a step forward in modernizing and maturing the software. Drupal 8 has more than 1,600 contributors – nearly double the number that contributed to the previous release. Drupal 8 includes roughly 200 new features that improve accessibility, the content authoring process, search engine optimization (SEO), and asset management. The new version will also bring Drupal up to current standards for delivering web content.

With so much change, I’m often asked: What is Drupal 8’s killer feature? What will Drupal 8 do that we can’t live without? The answer depends on how you use Drupal.

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Adding a Google+ Link to your LinkedIn Profile

Recently Google+ began enabling its users to claim vanity URLs (https://plus.google.com/+JimHuang00) for Google+ pages. These URLs replace the old Google+ URLs URLs (https://plus.google.com/113340249635100356014). If you are currently active on Google+, or think you might be in the future, we recommend that you claim your vanity URL now, while they are still free. There are several requirements you must meet before having the option to create your personalized URL:

  • You must have 10 or more followers on Google+
  • Your account has to be at least a month old
  • You need to have a profile photo
  • You are bound by Google+ “Custom URLs Terms of Use

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Accessibility: Are You Excluding Potential Customers?

REQ Blog | Website Accessibility

When developing a website or online campaign, one often-overlooked consideration is accessibility. In broad terms, accessibility means making the information and services on a website available to individuals with physical and/or mental disabilities.

A Brief Background

Just as businesses with physical locations are encouraged (and in many cases required) to make their facilities accessible through amenities such as wheelchair ramps, Section 508 of the Rehabilitation Act outlines standards for the accessibility of digital information. Some of the more common concerns for web accessibility include making sure that a website is navigable by individuals with impaired vision, hearing, reading speed or comprehension, or who cannot operate a mouse or keyboard.

As a law, Section 508 only applies to government agencies, but an ever-increasing number of private organizations are choosing to follow the guidelines set forth therein. Several large corporations, including Target and Netflix, have even been successfully sued for having websites that were inaccessible to those with disabilities.

Accessibility in Practice

Making a website accessible isn’t as daunting as it might initially seem. When creating an accessible website, designers should keep in mind font size and color contrast, and developers should use correct markup to ensure that any information that is conveyed through visual cues such as color or layout is also discernable in another way (for instance, by using proper <h> tags for headings and alternative text for images). Another critical feature of any accessible website is consistent navigation and the ability to skip past said navigation using only a keyboard.

Accessibility also affects content. The U.S. government aims to keep all written content at or below an eighth-grade reading level to ensure its comprehensibility to the broadest audience. Also, any content with an automated time limit (such as a rotating carousel or a form that times out after a certain amount of time) may be inaccessible to individuals with mental impairments. Finally, video or audio media on an accessible site should be accompanied by captions in a standard format.

Parting Thoughts

In the digital age, the inability to use websites can make even a seemingly minor disability that much more crippling. As such, more and more business owners are interpreting it as their civil obligation to accommodate such disabilities wherever possible. As famed usability expert Don Norman said, “When we design something that can be used by those with disabilities, we often make it better for everyone.”

Anti-Social: 5 Reasons NOT to Conduct a Social Media Campaign

From search engine results pages (SERPs) to Twitter hashtags in commercials, it’s hard to escape the social space. However, simply because social media has a high volume of users, doesn’t mean that your users want to interact with your brand in this medium. How do you know when you should not take a brand or company into the social space? Here are a few guidelines.

  1. It’s harmful. Without something valuable to offer, social media could harm your brand. If creating a social media campaign will hurt, rather than grow or even help your brand or product DO NOT do it. Consider this; would you create a Twitter account to only talk about your competition? Probably not.
  2. Lack of resources. Everyone thinks their brand or product needs to be in the social space because that’s where the buyers are. Even if that is the case, does your team have the resources to effectively conduct a social media campaign? Resources go beyond dollars and cents. Are your staff members trained in using social media tools to monitor conversations?
    When determining if you have the resources to support a social media account, remember to consider costs outside of the social media page itself. For example, even though Google+ is free to set up, do you have the funds to update all of your marketing pieces to reflect your new Google+ account? If the answer to any of these questions is no, resist the urge to hit the “Create an Account” button.
  3. Unfocused goals. Think of social media as a way to grow awareness about your product or brand. If your goals are focused on direct response rather than awareness, your social media ROI is going to be disappointing. Ensure your business objectives are in line with your social media goals before beginning any social media campaign.
  4. You don’t have a plan. So, you want to start a social media campaign to do what, exactly? Engage with your public? Grow your brand? While these are amicable goals, identify key performance indicators (KPIs) before you begin any social media campaign to see the effectiveness of the campaign down the road.
  5. Brand FOMO (fear of missing out). The FOMO factor convinces many brands to engage in social media, even when they don’t have the resources to support social campaigns. Don’t necessarily be persuaded by the engaging, highly-Liked social media campaigns of your competitors. It takes months, even years, to grow any social media account from a handful of followers to hundreds of thousands of followers.

Have additional reasons not to engage in a social media campaign? Share them with me on Twitter @karatoon.

 

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