Posts Tagged ‘terms’

Improved URLs for Better SEO

How long should my URL be to get the most clicks?

URLs, web page name, SEO best practices

This topic of conversation comes up quite often around here.  How long should a URL be for it to get the most traffic?  Oftentimes, it seems like companies don’t put much thought into their URLs.  In fact, many times, they are just completely overlooked… the randomly generated numbers and characters created automatically when posting a new web page are left without a thought.  This is not a good thing.

What needs to be understood is that URLs are the building blocks of your website.  And if not done correctly, they can either make or break the traffic that is coming into your site.  SEO isn’t just about how many words of content you have on each page. Website and URL structure is equally important. Here are some tips to remember when creating new page URLs.

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A/B Testing – Algebra and Statistics in Marketing Communications

a/b testing, testing campaigns, marketing testing, marketing efficiency, marcom efficiency, marcom ROI, measuring ROISomeone recently asked me about A/B testing and how it relates to marketing and business. I had to do a little bit of research as I wanted to make sure I could explain it. As I started to read up on it, I could feel the anxiety build in my chest. Terms like ‘randomized experiment with two variants, A and B’ and ‘two versions (A and B) are compared, which are identical except for one variation that might affect x’s behavior’. What the heck?!?!?!?!!??! I’m a communications professional!!! Math is not my forte! Read the rest of this entry »

Let’s Eat Grandma!

punctuation, spelling, grammar, typing, professional typing, professional presentation, professional writing, writingThe comma—how something so simple can change a sentence so much. As in… Let’s eat, grandma! Read the rest of this entry »

All You Need to Know about TED Talks

ted talk, better presentation, engaging audience, engaging presentationOver the past several months, we’ve heard people saying: ‘did you hear so and so give a TED talk about such and such’ or ‘did you catch that TED talk last week about blah-did-e-blah’.

At first, all I kept picturing was a cuddly, foul-mouthed brown bear, smoking a cigarette and hanging out with Mark Wahlberg. I couldn’t help myself…those were the visions that came to mind.

Obviously, I knew this was not what people meant, but it was certainly funny thinking about a stuffed bear standing up on a stage giving a riveting talk about the hazards of smoking as he’s puffing away on a cigarette and drinking a beer….

So for those of you who don’t know what a TED talk is, it’s pretty straight forward and simple. TED is an acronym for Technology, Entertainment and Design. TED began at a conference in 1984 when those three topics converged. The talks are usually short, powerful and last no longer than 18 minutes. And according to its website, TED is a non-profit, global community devoted to spreading ideas and free knowledge from the world’s most inspired thinkers.

What intrigued me is that when you listen to one of these talks, you’re captivated. Honestly, you want to sit and listen to what the speaker has to say. Their presentations are so well done, you feel like they’re over in a blink of an eye. Don’t we all wish we could give presentations like that?

So it got me to thinking. What makes a good talk, presentation or speech?

Let’s face it, we’ve all been there…a speaker droning on and on and your mind wanders to the 10 other things you would like to be doing at the moment. Basically all you hear is ‘wha, wha, wha, wha’, like the teacher from the Peanuts. You don’t want to be ‘that speaker’. But how do you avoid that?

Know your audience and why you’re giving that talk. These two key factors will make speech writing and delivering much easier.

  • Hook ‘em in the beginning and involve the audience. People tend to be more interested if they feel they are being included in what you are saying.
  • Keep it real. Tell a story from personal experience or use real life examples that the audience can relate to. This helps you work the crowd.
  • Be sure to allow for questions throughout the presentation. Don’t wait until the end.
  • Show, don’t tell. Use interesting visuals, not slides that you are reading from that the audience can read at the same time. Nothing’s worse than being ‘read to’. The audience isn’t full of preschoolers, so don’t treat them that way.
  • Always remember less is more…be brief. Say what you have to say and then STOP!
  • Practice…you know the saying, practice makes perfect. So be sure to practice, practice, practice.
  • End powerfully. Make your ending as powerful as your beginning.

With that said, I hope I kept you engaged…

Check out this PDF for more do’s and don’ts of public speaking as well as a checklist to get you ready for your next presentation.

You can also check out the TED Talk website for more information.

Analyzing Google Analytics

google analytics logoIf you are not using Google Analytics to monitor the traffic on your website, you should be. It’s free and easy to use. It’s all transparent to those viewing your site, but provides you with a great deal of good information. After spending the money and resources to send potential customers to your website with various marcom tactics, measuring the effectiveness of those efforts is the next step in a strong campaign.

So, what information can you glean from Google Analytics?

Average Page Depth
There is a Content Optimization>Content Performance>Depth of Visit report that tells you the average number of pages on a site that visitors view during a single session. This report lets you see if your site architecture is working properly as well as if people are finding what they need and taking actions suggested by your content.

Bounce Rate
The bounce rate is the percentage of visitors who land on a page and leave from that page without going to any other page. Seeing bounce rates on home pages of around 50% are typical in our experience. This can be (most likely) that the visitor is not looking for what you have (perhaps a wrong click or misinterpretation of a search engine listing) or the visitor found what he or she was looking for, like a phone number or address (you always put your phone number and address on each page of your website, don’t you?).

Many people misinterpret a hit as being a visitor. It’s not. A hit is a request by the visitor’s browser for a file – a file of any kind. If you have an older site that was built in “slices,” opening a single page could deliver dozens of hits. These files can be an HTML page, an image, a video, a script or many other file types. This is important information for those analyzing traffic data, but other reports, including page views, new visitors and unique visitors, might be more useful for general business purposes.

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SEM/SEO Glossary of Terms

Search Engine Marketing (SEM) and Search Engine Optimization (SEO) are important online marketing techniques in today’s increasingly web-based world. They also come with fancy new terms that make the concepts even harder to understand when you don’t know the definitions. Hopefully we can help.

Here is a list of important SEM and SEO terms to get you started. More can be found on,, and other similar sites.

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