Despite all the cultural and technology changes in the past ten years, today’s enrollment marketing professionals are still largely relegated to email blasts, while the one-to-one interactions are the domain of their colleagues in recruitment. It is now time for marketing and recruitment teams that previously worked in silo — with separate revenue goals and […]
There’s a lot you can do with Google Analytics, but a lot of it is hidden behind the scenes. Sure, the Google Analytics graphical interface allows you to setup advanced filters, track secondary dimensions, and compare date ranges. That’s all fine and dandy, but if you’re like me, you need some tighter control over how […]
At Elliance we are in the process of overhauling our clients’ monthly SEO reports – an effort which involves sifting through the mountains of data we collect on a regular basis, and identifying which metrics are most interesting and most valuable to our search clients. In this process, I realized that there are really three […]
You’re getting sloppy, SEO people! Let’s talk fundamentals. I’m sick and tired of hearing your excuses, about how the game has changed, and you’re caught standing there flat-footed like a kid who just hit his first tee ball. Shape up! I’m busting out the playbook. The following are inexcusable excuses: 1. “Search has changed dramatically […]
You’ve probably been through this before. The status reports you prepare (regularly or by request) are well-researched, carefully detailed… and they’re going right over the heads of less SEO-minded people at your company. Your boss, your marketing folks, your IT team: they want the highlights, and they want to know that everything is going ok […]
At Elliance, we are extremely proud of the work we do on behalf of our search clients on a daily basis. We help improve their rankings, visibility, and brand awareness through a customized variety of search marketing services. But, it’s sometimes very difficult to value that visibility we’re providing, both for our clients and for […]
By now, you’ve realized you need a mobile presence. Or maybe you already have one, or are trying to figure out whether it’s really working for you. Is it time for phase two? Your current state aside, chances are you’ve got mobile on the mind. But how do you know what your visitors want? It’s […]
Data is cheap. Just log into Google Analytics and see for yourself. Awaiting you are mountains of free data points about your website’s visitors, sessions, referrals and keywords, organized neatly into tables and sortable by hour back into the dark recesses of web history. Mountains of data. All at your fingertips. All free. But you […]
In today’s revolutionary new marketing landscape, consumers have become more confident, capable and impatient. They know what they want, based on the fabulous wealth of data in search, and the trusted reviews of their peers in social networks. Even while traditional marketing continues to over-saturate every aspect of their lives, consumers are increasingly enlightened to […]
Recent discussions with VP’s of marketing reveal an interesting transition underway. Most of them are comfortable with visibility (brand) metrics, a legacy from the billboard and banner days, yet they aspire to live in the emerging world of conversion (transactional) metrics. The problem is that tools for conversion metrics haven’t really matured. At Elliance we […]