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Visibility Indexes And The Super Long-Tail

In 2011 the major headlines of the search publications covered the Panda update and Google’s war on the long-tail. Within the search industry, but also in larger publications it has been widely reported that Google’s Panda update was introduced to eliminate rankings for sites of little value.

Companies such as Demand Media have been literally trashed across the web for polluting the web with low quality content.

Influential bloggers and even main stream media called “Panda” the end of content farms like, the of price comparison portals such as Pronto, the death of review sites such as and ultimately a great thing for the internet.

This data was all backed up by SEO Visibility scores from various vendors across the globe. But what did really happen:

The Panda update hit only a tiny fraction of the search queries that are daily going on. This has to do with the fact that up to 25% of the daily searches are complete new queries. This could be new words, trends, inventions, brands or other stuff that just nobody typed in before.

That’s why everyone in the industry needs to make sure to remember that visibility scoring is based on a limited amount of data. It’s a great indicator about where the wind might be blowing at that particular moment in time, but it’s far from being accurate.

The issues with accuracies just has to do with the fact that the SEO Software market is very fragmented and larger companies, which would allow significant infrastructure investment, do not exist in the SEO industry. Even the leaders in SEO enterprise software have active revenues under $15 million / year.

If you take all this in consideration it is not surprising why companies like
Demand Media still print a good junk of money despite their visibility score being down.

Even certain industries such as e-commerce shops with lots of products such as Custom Printing by Print Lion or massive content download sites such as Tradebit are still doing very well b/c their super long-tail traffic hasn’t been affected.

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December 16th, 2011
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    Tracking Social Media Engagement

    Tracking social media engagement is difficult to do. Unless you simplify it and concentrate on Shares, Likes, Tweets and Google+s. And that’s exactly what the new Google Analytics does. And they do this very well:


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    November 5th, 2011

    Google Analytics Premium Going After Adobe’s Sitecatalyst

    While most Analytics vendors turned a little bit quite over the past few months, Google now popped up again with big news: Google Analytics Premium.

    The price tag is approx $150k/year, which is pretty much all the clients that Adobe’s Sitecatalyst is going after. Here are the features:

    • Dedicated Customer Support
    • 4hrs Data Freshness
    • Custom reports in a few clicks
    • Segmentation on the fly
    • Attribution modelling
    • Conversion values for all channels
    • Live technical support



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    September 30th, 2011

    Twitter Web Analytics

    Finally the time has come and Twitter launched the official Twitter Web Analytics Counsel in Beta. First screenshot here:

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    September 14th, 2011

    Social Media Analytics Book Review

    In his Social Media Analytics Book, Marshall Sponder takes you beyond the basics of why social media is important and how to best set up your business’s Facebook page. Instead, in the course of reading this book, you will learn what data you can extract from social media, how to measure that data and how to put those measurements to use no matter what business you are in.

    This book isn’t specifically written for small business, but many of the ideas and tools covered can be adapted to business ventures of any size. The book explains how marketers and business owners need to understand what kind of information is available and how it can best help their business. Emphasis is placed on deciding what information you want to gain from data before committing to a platform or vendor.


    The Social Media Analytics Book does a fantastic job of examining the dozens of social media analytic platforms out there and discussing why some of them are more useful than others. Sponder is able to clearly and concisely cover platforms and tools from the perspective of a business owner instead of a computer wonk, saving you hours of frustration and possibly thousands of dollars from poor vendor choices.

    Chock full of interviews and fascinating case studies, Sponder’s book provides a clear roadmap for small business owners, executives and everyone in between. He takes the time to interview the developers of various analytic platforms about what their products are designed to do, and then breaks down those interviews into language that the average business person can understand. All of Sponder’s interviews, case studies and arguments are backed up by links to companies and articles that are easily accessed through the book’s digital version.

    Throughout this easy-to-read book, the author comes back again and again to how important it is to craft a personal approach to social media for your business. So many vendors make “false claims” and try to lure in the unsuspecting with outlandish sales pitches and unattainable promises, but Sponder gives his readers a guide for separating the quality vendors from the “others”.

    Anyone looking to up their digital strategy and get the most out of their investments in social media can benefit from this book. With its unblinking look at the state of social media monitoring today, Social Media Analytics is a strong tool for understanding the changing media around us and developing ideas for how to best utilize it going forward.

    The book can be found at Amazon (print & digital), Barnes&Noble and most other (online) book shops.

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    August 31st, 2011

    Multiple Touch Points Analytics

    Back in the day when we old analytics folks looked at the launch of Google Analytics, it was clear that the mass approach will come with a few downsides. One of those downsides that Google Analytics and many other analytics solutions faced, was the fact that user decisions happen via multiple touch points and not via a single action. Only Coremetrics was able to offer that, which is why many online retailers decided to got that route.

    Times have changed……now Google Analytics is offering multiple touch points analytics and with the seamless integration of Adwords it’s a huge improvement for any Google Analytics user.

    Here’s the full video:

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    August 25th, 2011

    The People Behind Google Analytics

    This is a pretty cool video from the Google Analytics team. Interestingly the video is about the re-make of Google Analytics, but what I am more interested are the people behind the product. Check it out:

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    June 4th, 2011

    Utilizing Investment Forecasting Technology For Predicting Traffic Patterns

    After a recent business trip to California I stranded in the airport bookstore trying to find a book for my 6 hrs flight back to NYC. I usually avoid the bestseller shelf (how cool!) and head straight to the “business” section (quite boring heh!).

    Usually I just look at the cover and try to figure out if the Guy Kawasaki’s, Seth Godin’s or Malcolm Gladwell’s released another one of these marketing books. I usually know the books from past reads or am just not interested in the topics, then turn around grab a water and head back to the gate. However, this time I actually didn’t leave, but rather walked over  to the finance books section.

    Read the rest of this entry »

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    May 27th, 2011

    Controlling Buying Habits

    Experts studying the field of online purchasing behavior have witnessed a significant change in the way that users connect with online booking websites.

    In the travel industry the changes from social media can be seen with the big ships such as Expedia and even SMB’s such as boutique hotels and niche travel sites. Everyone has to adapt their business model to the social media changes, that are happening right now.

    Nothing really new (for the pro readers here), but what’s interesting is that the show (April 21st and 22nd 2011) summit focuses on examining consumers’ purchasing habits and predicting how buying habits will change in the future.

    It’s very interesting to me that the show’s organizers understood that the developing changes in the travel industry are centered on communication styles.

    The travel industry seems to be especially effected by the interaction of their users through Facebook, Google, FourSquare, GroupOn. Nowadays these social media channels are instrumental in influencing the masses to develop an interest in their business. These new tools also allow a new way to manage productivity such as employee downtimes.

    The way conversions happen today is not the same as they used to. The new type of business climate will be run truly by the users and business owners can determine how to keep the company relevant and increase revenue despite what may occur behind the scenes of the business.

    2011 is really a big year for many online businesses. You adapt to the newest trends and take every single client important. Otherwise you’ll fail rather sooner than later

    Posted in Social Media Analytics | Trackback | Comments Off

    April 25th, 2011

    Finding the right Social Media Analytics platform

    I’ve wanted to write about this for a while, but got so tied up with work and family that I didn’t get a chance. As written before, the social media analytics field is becoming more and more mainstream.

    Since FB cracked the 500 million users (with 150 million alone in the US) it is pretty much obvious for anyone that these eyeballs will get targeted with advertising and there will be a social media analytics industry, which will monitor & analyze all kind of social media.

    One of my friends Marshall Sponder, better known as Webmetricsguru started to write a book, which will be published as the “Socialmedianalyticsbook by McGraw Hill in August. Since I spoke with him a bunch of times I can assure anyone, who is looking into evaluating different social media analytics vendors, that his book will be the reference to make that decision. Usually I don’t endorse books here, but I’ve seen how many vendors and tools he’s tested and worked with. The book is also less about theory than a practical guide for anyone, who is looking into this new industry. If you are interested, head over to or pre-order at Amazon.

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    February 13th, 2011
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