Builtvisible Forecaster – the art of SEO possibility for strategic digital marketers.
SEO forecasting typically has two major challenges. The first of these is explainability; it’s incredibly important to be able to outline the factors which make up your forecast algorithm if it is to be believed by senior stakeholders. If there i…
What does 3rd party cookie deprecation mean for digital marketers?
The story so far: Google is planning to deprecate third party cookies within its Chrome browser, this will result in third party cookies effectively being blocked for users of that browser and the potential breaking of website functionality that may st…
SEOCausal in practice: Making a case for link building for a leading online health brand
The campaign In this latest example, our client, a market leader in the remote healthcare service world providing treatments from registered doctors, was looking to re-establish itself as the number one choice provider for online medicines across the UK. At a time when the NHS is under increased pressure, their services provide an ideal solution […]
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How financial services brands can accelerate performance with data
The era of predictive marketing You gain key competitive advantage if you are able to correctly leverage existing predictive models and more importantly, build your own advanced ones. It puts you in a better position than your competitors who may not have that functionality or rely on stock models already built into your tools. This […]
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Harness the power of your own data in 2023
Importance of first-party data Despite there being a wealth of SEO tools, which use second- and third-party data to pull forward a clear, insightful picture of the SEO landscape, your competitor landscape, keywords, and so forth, they can’t see what users are doing on your website. They can’t ultimately see the bottom line of your […]
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GA4 taster: An insider’s view
What makes GA4 different? If you are thinking, “why go through all of that difficulty?” Well, GA4 brings with it numerous new and improved capabilities that were previously not available or highly restrictive in nature. With GA4, we see nearly unlimited event collection, allowing you to set up unlimited uniquely named custom events for your […]
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Mastering GA4: Using Analytics to Enhance your SEO Strategy
Understanding Performance with Organic Traffic Acquisition Traffic measurement in GA4 vs UA One of the key metrics to look into when checking SEO performance is traffic to the site and how much of it is a result of organic search. You can easily see this by looking at the Acquisition reports in GA4 by navigating […]
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GA4 in 2023 – What comes next for you?
Training your teams Training plays a vital role towards a successful migration. Although it seems overwhelming in the beginning, a step-by-step plan can go a long way. Going through all the steps will be an extensive journey and it’s important that others come along on this journey with you. Planning team trainingsUsing a new platform […]
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How SEOcausal turns small changes into big results: internal linking
The challenge We’ve worked closely with this client for over 4 years now, across 15 of their EMEA markets. With multiple websites to maintain, let alone improve, we have to pick our shots when it comes to recommendations – ensuring everything is scalable, and we achieve the best possible outcome on the bottom line vs […]
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Data Visualisation: the tips and tricks to humanising data and shaping a robust business narrative
Don’t #1: Create data clutter An abundance of visualisation styles and vast amounts of data make it tempting to create data-packed dashboards with dense tables that ultimately impart no value to anyone. A further use of myriad colours and styles leave users overwhelmed and confused. This could eventually lead to analysis paralysis, causing significant productivity […]
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GA4 Reporting: How to surface insights from the new Analytics
Make the most of the GA4 ExplorationsLooking for more insights compared to the standardised GA4 reports? The Explore module includes a number of reporting tools to help you dive deeper into your data. Plus, you can produce your very own personalised analytics environment. The variety of tools invites you to create custom funnels, segment overlap […]
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How we identify user intent at scale using the power of NLP
So, what are the different classes of user intent?Google has employees dedicated to conducting a series of searches and then reporting back whether the results make sense to them. They follow the Quality Raters Guidelines, which are heavily focused on user intent and classify it as either: Know query, Do query, Website query, or Visit-in-person query.However, […]
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GA4 in all its glory: An analyst’s review
Enhanced Measurement and more Right from the get-go, enabling pre-created events referred to as ‘Enhanced Measurement’ under Data Stream settings negates the need for manual configuration of event tags. What this means for you is the ability to automatically track key user interactions, specifically user visits, scroll behaviour, video engagement, file downloads, outbound clicks, and […]
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How SEOcausal turns small changes into big results: localisation
The challenge LoveCrafts is a global community for makers, uniting knitters, crocheters, sewists, quilters, embroiderers, and much more. They inspire crafters to feel connected to other makers, helping them find every little thing they might need, such as crochet patterns or embroidery kits, through one global platform. LoveCrafts operates in several different markets. As a […]
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A GA4 Checklist: How to Migrate and What You Should do Now
GA4 Rollout Timeline Universal Analytics will be turned off on 1 July 2023. If you do not have GA4 set up before the end of June this year, you will begin to lose visibility of seasonality.Here are some key timeline dates for the coming year to help you get up and running with GA4 and […]
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SEOCausal: Measuring the impact of small but impactful changes using causal impact
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NLP for SEO: Why is it important and what’s coming next?
A brief history of NLP Natural Language Processing (NLP) has been around since the end of World War II, some 75 years ago. Back then, with the advent of basic computing machines, researchers across the world started playing with the idea of a machine that could translate language automatically. The field of NLP was born.Back […]
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GA4: Your questions answered… Again!
Can test views be created in GA4 at all? No – views no longer exist within GA4, so it’s not possible to create these for any purpose. For a pre-live environment, such as a staging site, you could create specific GA4 properties for testing and live data. This would be my personal preference, as I […]
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Introducing SEOCausal: Using Data Science to understand the true impact of SEO optimisations
SEO tools show the what but not the why These, and other SEO tools, focus on measuring traffic and capturing data as core objectives. SEO teams around the world use these SEO tools to report on improvement (or decline) of organic search revenue, but they do so while looking at complete traffic data as an […]
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Why measuring returns is just as important as taking stock of sales
What returns data really says about Marketing The key to preventing skewed figures is to ensure you collect returns data within your Google Analytics account too, as this gives marketing teams visibility of genuine performance. More importantly, it allows you to optimise advertising spend towards retained revenue and avoid paying twice on sales which will […]
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