How to Develop a Winning CRO Testing Roadmap

If you are reading this post, then you already know that CRO (“Conversion Rate Optimization”) can help you increase revenue and create a better customer experience.

Now the problem is: how will you decide what to test?

Successful testing is almost always strategic in nature. You simply cannot fire your test equipment, plug in a couple of page variations and expect to meet your business goals – at least not consistently.

This is, in essence, the test roadmap. And when done right, it will help you save time and better employ your resources.

In this post, I am going to show you why you need a test roadmap and how to create one for your business.

Why you need a CRO test roadmap

As I like to tell customers, “Hope is not a marketing strategy”.

Still, I am amazed at the number of businesses that do a little bit of testing and expect to see results.

Consider an example: Suppose you want to increase your email opt-in.

As far as conversion goals are concerned, it is quite clear. However, to reach this goal, you have to test several variables:

Opt-in form placement
Opt-in form design
CTA (“Call to Action”) color and copy
Opt-in form copy
Opt-in bribe (or lead magnet)
Without a test roadmap, you would have to test each of these variables without any thought to how they might affect the final result.

The test in this way is reactionary and completely strategic.

Broadly, there are 5 reasons why you should use the test roadmap:

1. Prioritize Testing

Consider a simple product page

macys checkout
image Source

Add UGC (“user generated content”) of product images
Add “hover to zoom” feature
Adding size / fit ratings like on Amazon
Increasing the size and adding an icon makes the CTA even more prominent
Without a test roadmap, you have no real way of prioritizing these tests. You have to go by “feeling”, which is not really a way to approach something as analytical as testing.

2. Better resource planning

When should you hire a copywriter to jazz up a copy of your landing page?

Should you find a full-time designer or find a freelancer to redo your product page?

These are questions that you will have to answer throughout the testing process.

A roadmap helps you know when to put resources together for maximum impact.

For example, if your roadmap shows that you have not checked the copy for the next 3 months, you can prevent the copywriter from being hired.

This can protect you from over-hiring and under-hiring, which can improve results and your bottom line.

3. Focus on business goals, not strategic goals

This is because “increasing CTR” is a strategic goal, not a strategic business goal. This improves a specific, discrete metric (CTR) without taking into account long-term goals.

A test roadmap essentially frames these strategic goals in perspective. You know how short-term, strategic goals tie into long-term strategic goals.

4. Run more complex tests

The simple test – changing the color of a button or turning a title – is fairly easy to pull off. You can probably make changes yourself with a few lines of code.

However, more complex testing – changing the design of the checkout page to focus on free shipping or pricing table price points – requires multiple resources that work together to run the test.

In large businesses, you need several people to sign-off to a complex exam before running it.

With a test roadmap, you will know exactly which test you have to bring to greenlight.

For example, if you need a sales team to sign-off on a price increase test, you can ship them at the appropriate time.


What Does Penguin 4.0 Mean For Your SEO

Who wouldn’t like Google updates?

If you have become too much dubbed into SEO, then you probably already know that these updates may be due to some serious nail biting.

This is usually something like this: Google announced that they had made an update to their algorithm and they provide some complete details. There is a few weeks of chaos and turmoil in the search rankings.

Then, as the dust begins to freeze, we SEO professionals end up reaching for one of two things: champagne or whiskey.

Fortunately, Penguin 4.0 was an update that improves the Google experience for both searchers and search marketing professionals alike. This is also the last “public” update Google will make for the Penguin algorithm.

But to understand it more, let us cover a little history?

What is a penguin anyway?

For people just stepping into the SEO space, a little background is in order.

Penguin is a typical Google algorithm. Google actually has several algorithms. Each is dedicated to achieving a specific goal in its overall plan to improve the web for searchers.

Penguin was specifically aimed at catching sites that bought or obtained spam links.

But some companies decide to focus on quantity rather than quality.

Spoiler Alert: It does not play so well with Google (or search engine users themselves).

Penguin penalizes sites that build low-quality or unsolicited links by devaluing those sites that those crummy links pointed to.

If you Google yourself a fine due to Penguin, you were in for a tough ride. Getting those punishments was a very difficult task, and took a lot of time.

Search matrix chart

In fact, site-owners needed to wait for the next “Penguin update” to rollout, so that their fines could be removed. Originally, any work you did to reverse a penalty would be intermittently controlled by Google.

But until the Penguin update rolls out, you won’t see that penalty overturned or start showing your site again in SERPs (search engine result page).

What did this mean for SEO?
Well, some things. But mostly, it taught SEO firms to be careful about what kind of link-building activities they are engaged in.

The explorers who discovered us already knew to pay attention to quality, but it really brought the hammer to the corner-cutters.

First and foremost, these updates were usually done slowly and deliberately. When it comes to the pricing / devaluation link, there is a lot of volatility to consider.

This is not a pleasant topic, but negative SEO attacks became a general point of discussion after the first release of Penguin.

There is also a reason for this. If crummy links can cause a site to exit the SERPs, then what is to prevent the competing SEOs from creating a bunch of spam links on your site?

Negative seo attack

Google wants to convince you that these attacks will not happen, but I expect you to challenge that notion. It is clearly in their best interests to claim these events to be very rare. To be fair, they are rare, but worth noting.

Do a little digging and you will find many cases where sites and businesses are at the end of negative SEO campaigns. You will also find that Google has gradually modified its statements from “it is impossible to happen” to “it is highly likely that it will not happen”.

Despite the negative SEO angle, the Penguin update has been disproportionately for the best. Nobody likes spam. No one likes irrelevant sites to fall into the top ranks due to search engine manipulation.

In addition, the subsequent introduction of the Google Discove tool has served to empower site owners to reduce the risk and damage of negative SEO attacks (or their own clumsy link-building).

What changed with Penguin 4.0?

Penguin 4.0 brought many changes, and the boys welcome them.

The most important of these changes has been described by Google itself.

That’s right, penguin data has now been analyzed in real time. So if you make a mistake and create some low-quality links, you will be able to see the result of this action quickly.

Also, and more importantly, if you remove those links and proceed responsibly, your site will recover quickly. No more waiting two years for Penguin to refresh to bring your site back to the SERPs!

Secondly, instead of bad links damaging the search visibility of the entire site, they now typically only affect the pages they are pointing to.


How to Start an Affiliate Program That’s Actually Successful

So did the founder and CEO of and Borinet wrote to the chairman of Archieboy Holdings. The way affiliate marketing works is simple: it is a performance-based advertising channel in which a business pays a commission for conversions for one or more affiliates.

The industry consists of four players: brand, network, affiliate and customer. Not all these players are always involved at the same time; Some brands have an affiliate program and manage relationships directly with affiliates. In other cases, the network has offers to choose affiliates and they also take care of payments.

While this may sound simple, successful execution can be a major challenge for even the most experienced marketer. If done without a strategy, affiliate marketing can be a huge waste of time and money. In particular, in this post I will address the following:

Most often, the answer will be “yes”. Within affiliate marketing, there are many different types of companies, all with different goals that have managed to make affiliate marketing work.

What do you get in the way of sales?

Not to be too excited about affiliates promising 100,000 impressions. There are some barriers between a promise and an actual sale.

Before starting an affiliate program, it is good to analyze what your competitors are doing. Realize that the competitive environment sets the standard for your commissions, commercial arrangements, and objectives.

After conducting your competitive analysis, you are in a position to set up your program. The first step in setting up an affiliate program is how you are going to track sales and who you are going to work with. Will I work with a network or run programs at home?

The objectives of an affiliate program are usually based on your overall marketing strategy, as affiliate marketing is just a tool to achieve your business goals.

How do you define the right commission? Since they make the allied world round, it is imperative to correct them.

We read online that over the past decade many companies have relied on affiliate companies to sell their brands. We also read that affiliate marketing continues to grow, and the industry’s most recent figures from research conducted by IAB conclude that $ 16.5 billion in sales were driven by affiliate channels, while advertisers reported 1.1 billion on affiliate marketing in 2014 Dollars spent, 8% more than in 2013.

In the US alone, it is estimated that affiliate marketing will grow by $ 6.8 billion over the next 5 years.

But how successful have these companies actually been?

Assessing whether affiliate marketing is right for you. You should look at your product and how you can promote it to the affiliates. Using cloud storage as an example, you will see many large US companies such as JustCloud and SugarSunkt as well as smaller niche cloud storage products such as Backup Genie.

Cloud storage products do well by paying high commissions to their partners due to strong customer retention rates.

Just cloud associate

JustCloud offers a high payout based on its strong customer retention rate.

Sugar sink

SugarSync provides a revenue-sharing type of commission.

Looking outside of clear partners, cloud storage companies can also benefit from contacting sites that focus on their niche. For example, online backup software may contact anti-virus software.

Affiliates can be paid on the basis of lead generation, and SaaS companies (hosting, cloud storage) work very well with affiliates. The reason they work well is that the membership business model represents an associated constant cash flow each time it is renewed. In addition, subscriptions ensure that a brand receives their money back over time, including the time they spend for commissions, and will eventually make a profit.

If affiliates do not make any sales and their reporting system states that a campaign has resulted in 100,000 impressions, 10,000 clicks and 0 leads or sales, it means that the affiliate will not be paid, nothing more. Affiliates and networks can tell their customers that they can produce 1 billion impressions, which is just jargon. They cannot produce any sales.

Tech Tricks

A Handy List of Slack Apps for Marketing and Sales Teams


Amazingly designed, the interface is easy to understand
It lets you communicate with your team instantly, wherever you are
It lets you share all types of files
All your communications are placed in the app, so you can refer back to it for reference
Excellent in-app functionality
You can customize your notifications
Each business department has its own specific function, and ideally should have a custom communication solution that streamlines that function. There are a number of third-party apps that integrate with Slack and provide you with unique and nifty solutions.

This list includes Slack apps that marketers and sales personnel will meet.

Marketing Apps that integrate with Slack

1. GetResponse

Get feedback
Get response 2
GetResponse is an email marketing and automation tool that lets you create, schedule, and analyze email campaigns and newsletters. With its Slack integration, you can view the status of subscribers, unsubscribe, open rate and scheduled campaigns.

The Slack channel that you integrate with GetResponse receives a report of the metric you have chosen to monitor. The tool also lets you customize the time and frequency of notifications.

2. Mention

Mention is a web monitoring tool that mentions and reports on your brand and keywords of interest. Using Slack Integration, you can be alerted to mentions without logging into the tool.

The real value in using this integration is when you select for real-time alerts. Many brands are actively seeking real-time marketing opportunities and turning them into powerful PR moments. Additionally, you can use the tool to manage social media customer support for your brand, receive competitor mentions and daily reports.

3. Drum

DrumUp is a social media management and content marketing platform. You can use DrumUp’s Slack Integration to get recommendations and content for your Facebook, LinkedIn and Twitter pages.

You can encourage your team to make the process easier for them. DrumUp’s stack integration allows automatic delivery of content recommendations on any stack channel by keyword or from RSS feeds.

4. Marker

Marker is a screen capture and annotation tool that lets you capture screenshots while browsing the Internet.

Marker’s Chrome extension allows you to capture and annotate sections of your screen, and then distribute the resulting image to any Slack channel. Let’s say you want to share unsubscribed numbers and ask a teammate to analyze what went wrong on your previous email newsletter, or you want to show your peers an interesting example that you can use on your app / What you want to create for the website, you can do with the marker. .

5. Growthbot

Development bot
GrowthBot is an intelligent slack assistant who brings you marketing and sales related content quickly.

Some of this material that you may receive will save you a lot of time. For example, you can ask GrowthBot to search and report the top 10 Twitter users in your city or the top 10 posts on The device does not have a fixed list of attributes. You can do something by writing “Hello” and then “Prompt me”.

6. Statesboat

Statistics bot
StatsBot is an analytics monitoring tool that distributes reports to your Slack channels. The tool is integrated with Google Analytics, Salesforce and Mixpanel, and pulls specific metrics from your reports to see you from Slack.

The tool alerts you when there is a sharp spike in critical metrics, so you can monitor your revenue or subsequent engagement of the campaign.

7. Zippy

Slack bot lets you send random GIFs to your peers. Use the tool by writing an emotional description of the GIF you want to send.

Social media management can be a stressful task, especially for managers handling social support. GIFs can help lighten the mood and keep team members busy and positive. What you send always surprises, making it extra fun for the sender and recipient.


8 Reasons Why I Analyze a Site’s Source Code (I’m Not Even a Developer)

And yet, as a digital marketer, I find myself looking at the source code of websites all the time.

When I’m in marketing analysis mode, when I hit a customer’s site, hit option + command + u on my MacBook’s keyboard. With this, I am face to face:

Big block of source code

It does not matter how many tools you have for SEO campaigns at your disposal, at some point you are looking at the source code of a website to examine a particular item or conduct a large SEO audit. Huh.

This is a smart practice for any marketer.

If you know what to look out for you can find opportunities for improvement as well as SEO errors that can cause problems with organic visibility down the road.

Do you need to be a web developer to be able to read code? No. Some basic understanding of code and SEO elements are sufficient to ensure that things are working as they should.

Source code is important because it displays your website and how it works. It works the same way with other types of software, such as video games.

The code behind the scenes is required to run the functionality, mechanics and animation of those games. If you want to make sure that everything is doing what it is supposed to, then you go to the source.

View source code

Pulling source code is relatively simple, and there are many ways to access it, depending on your platform, browser, and operating system. Here are some ways:

If you use a CMS like WordPress, you can access all your template files within the admin dashboard. The same applies to many ecommerce platforms such as BigCommerce and Shopify
Right click with your mouse inside the tab you are working on and select “View Source”
Press CTRL + U to open source in new tab (Windows user)
Press Options (Command + U) to open Source (Mac User)
Keep in mind that while you may be able to see the source in full, some platforms limit what you can change. If you use hosted platforms such as Shopify or Bigcommerce, Wix or similar hosted CMS, you will be limited in what you can change within the source code.

The major reasons to dive into the website’s source code are:

1. Slow load times and excessive scripts

Nowadays site owners use a variety of scripts to add a lot of functionality to websites. In many cases these are JavaScript. It is quite common to inject those scripts near the content head, as they load quickly when the page loads.

Some kind of script

Unfortunately, loading scripts can cause a tremendous amount of latency for the entire site to load, and this is a problem – especially when you have too many scripts.

One second delay page loading time
For every additional second of load time, you may see a 7% decrease in conversions as people bail out of your site.


Checking the script on your site is important because you may find scripts that have not yet been used even while sitting in your source. This can create additional errors and will unnecessarily slow down that load time.

I recommend moving the script to the end of the page, so they load the last if they don’t need to be loaded before the rest of the content. You can also separate the code into your own file, so there is not an excessive amount of script code on every page.

2. Meta content

The meta content for your website pages contains some important elements that you should audit to ensure that they are properly coded.

While meta content such as titles and descriptions do not directly contribute to search rank like they used to, they still play a role in the organic traffic coming through your site.

Meta content, which is displayed in search results when a user queries, is the first conversion point for a prospective customer or user. The keywords that they use, which appear in the meta content, are highlighted to establish relevance and help the user choose the right result.

In addition to the content of the title and description on each of your pages, you also want to review other items such as the use of canonical URL tags. Check your meta elements to ensure that they are not properly structured, optimized, and highly duplicated.

Duplicate Meta Content
If your site contains duplicate meta content, or elements that are not formatted correctly, it is easy to confuse search crawlers.


How to Write a Case Study That’ll Make People Love Your Business

Marketers often have a love / hate relationship with a case study. Writing case studies can be no less than a task. They are an incredibly time consuming task and require tons of scheduling.

Despite this, case studies rank as top performers in their marketing funnels in addition to content marketing strategy and work wonders.

According to data from the Content Marketing Institute, the case study is one of the most popular content marketing strategies with 65% of marketers considering them effective. They are so effective, in fact, that 82% of B2B market people use them as part of their strategy.

It’s well and good, but let’s be honest about something here:

Case studies are boring … right?

We’ve all read our fair share of case studies that won with little to try and prop from “Challenge> Solution> Benefits” and the data to prop them up.

Many case studies lack additional material to engage and engage audiences. They are left out and driven to creative storytelling.

No wonder some marketers feel like they are a thief to write.

So if they are boring and a chore to produce?

Because even the most raw, thoughtless case study can be effective.

They boost customer confidence in your business
They provide a way to a solution
They educate prospective customers on how they can solve their problems
When you build those basic things in the right way, you can create a deeply engaging piece of content. Here are some ways to improve the quality of your case study.

Do not get stuck in finding the right format.
Many experts will ask you to follow some formula to make your case study. Do not insist on it.

A creative story does not lock itself into a formula. You don’t have to block your content into specific modules like some 90’s business plans. The most interesting and compelling stories take a creative approach to the flow and format, and they play with perspective.

Avoid the mistake of writing your case study from your point of view. It is like making a testimonial for yourself.

See how Asana presents their case study from the customer’s point of view.

Easy case study

By adopting this path, Asana is connecting the personality of its successful client with its potential audience.

Tell a story

Like every good story a lesson should be learned along with a villain and a hero. With case studies, of course, you are dealing with more facts than imagined.

“Structure it like a story. Make sure there’s a logical flow,” writes Drew McLean, the top dog at the McCellan Marketing Group. “Explain the problem (identify the bad guy). Introduce your company / product (bring in a hero). Explain how the challenge was overcome (explain the war). Enhance it (give it a happy ending). ”

apptio case study

Apptio does an extraordinary job with its case study, which highlights the main story components of the what, what, when, where and most importantly – how.

To tell the right kind of story in your case study and to determine which data is most relevant, you need to ask the right questions.

Lead your customer so that they can get the information that will make your case study stand out.

Those questions will vary depending on your customer and product or service, but here are some examples to point

you in the right direction:

What were your goals?
What challenges have you faced before purchasing our product / service?
Why did you choose us over other similar products or services?
What was the implementation and decision making process?
How has the product or service provided a solution? How did you benefit
Remember to obtain raw data to support the case study. Ask open-ended questions to help reveal other insights that can add more depth to your case study and portray a more vivid picture of success.

Do not be afraid to edit.

During the interview you will get gold price from your customers. These testimonials and citations add serious social evidence to your case study.

“It’s best to use short, flamboyant quotes that underline or illustrate your bullet points,” says Matthew Stibbe, CEO of Articulate. “It will be clear from your transcript which words are better as they are.”

Tech Tricks

Do Those Magical Power Words Really Work to Improve Conversion Rates

Would you believe me if I told you that with a few simple strokes on the keyboard, you can work your way up to the conscious objections of your audience, directly affect their subconscious mind, and instantly increase your conversion rates Can?

Just think that if all these “secret” linguistic tricks were there to see amazing results in your clickthrough, opt-in, and sales numbers, people wouldn’t even know you’re using.

Now, I know that these are very bold claims.

But during this article, I will prove the unlimited potential of ‘Power Words’ and teach you how to use them to bring a revolutionary change in your business.

If you take it seriously and implement what I am about to reveal, you will be absolutely stunned by the results.

I guarantee it

the power of words
Many of you may not realize it, but the above paragraph is given with power words designed to stop and capture the interest of your conscious and subconscious mind.

I might have gone a little over the top, but I did it to prove one thing.

highlighted words

In the English language, there are some words that affect the brain (many of them through MRI tests) in ways that “normal” words simply cannot.

The irony of this is that many of these so-called power words are actually words that we use in our everyday conversations.

Most of us lack the knowledge to effectively take advantage of them.

To illustrate this point, you have to look no further than a book that has been a textbook on persuasion for over thirty years.

In Robert Cialdini’s book Influence, he attributes the power of a simple word to a study by Alice Langer.

Langer’s study tried to find out what words resulted in the request to ask to cut in line in the Xerox machine using one of the three questions below.

Can you guess what the results were?

In control testing, she was able to generate a 60% compliance rate among test subjects.

In the second test, re-adding his question to show his urgency, he was able to increase compliance by 94%!

But the real kicker comes when you look at the results of the third phrase.

His statement “Can I use the Xerox machine because I have to make a few copies” makes no logical case for any test subject to allow it to be cut in line.

However, due to the structure and linguistic properties of the request, she was able to increase positive feedback from 60% to 93% among test subjects.

No reason no nonsense reason

Since Langer’s experiment, several other tests have been performed to demonstrate the power of word choice to get the results you want.

However, before I tell you what words you should use and how you should use them, I want to argue behind these words as to why these words are so effective.

Where do power words come

What do I mean by this?

Well, we live in an era of unprecedented prosperity, ease and accessibility.

Never before in human history do we now have access to food, luxury, travel ability and social connections.

However, despite all our technological achievements, and many of them are, on a fundamental level, we are still living our day-to-day lives with the same programming and thousands of years ago our ancestors worked on thousands.

Or in technical terms, we are running new software on older hardware.

So even though society and technology are moving at a fast pace, we as human beings are still largely the same as we have been for the last ten years.

And when you understand it, you are able to understand the underlying nature of your audience on a more fundamental level.

So how does this power apply to the word, persuasion and conversion?

Well, when you examine and market our rigid needs and desires, your messages will immediately grab the attention of your audience and reduce their interest.

So what is this instinct?

By the way, humans are, by default, greedy, lazy and lustful novelties.


The Secret to $5 Customer Acquisition Costs on Facebook

He quit his job at an equity firm to work full-time on his wife’s e-commerce business.

Facebook was an easy target. The company already had thousands of fans there, and the community was highly engaged.

But in a well-performing advertisement a few months, ROI will suddenly fall.

John could not detect it. He thought that the copy of the advertisement must have become stale. Perhaps customers had seen it many times.

He wrote new advertisements. He changed the pictures.

Drop by drop remained constant.

Javelin baby mass leche

Six months later, on a jog, he immediately realized what the problem was.

New mothers, their target market, had moved on. Not from advertising, but in their buying behavior. They needed advertising colleagues that would match their consumer’s rapidly changing lives.

He set a plan that the cost per acquisition (CPA) of the company on Facebook today is $ 5.

What did spearmint love do

When John found out that the parents who were announcing their pregnancy did not have the same needs and pains that the parents were preparing to welcome their child to the house, he took a strategy Decided to create parents who would help serve more relevant ads at different stages of the parenting lifecycle.

And over the course of a year after audience testing, Spearmint Love has learned how to accommodate custom audiences for its Facebook ads so that they can evolve with the changing needs of a young family.

By doing this, they can provide customers with highly relevant product solutions. The strategy has drawn over 15,000 conversions and hundreds of orders from Facebook.

Here’s how they did it.

Cost of acquisition per customer
To generate the highest possible ROI for the ads they were creating, Spearmint Love closely studied the conversion rate of each ad using Facebook Insight.

They do deep work in their e-commerce metrics which are responsible for both organic and direct traffic coming from these advertisements.

These metrics include:

Net new customers acquired through total advertising spend
Total Net New Customers
Leaving in the custom table in Excel, the numbers helped them get a more holistic view of how the platform works and empowered them to calculate highly accurate cost per customer acquisition (CPA).

But data analysis did not stop here.

Within the same spreadsheet, they started tracking each customer using BigCommerce and their order ID from the month of their first purchase and then categorizing these customers into different ‘cohorts’ based on the time of purchase activity. .

This enabled them to complete a cohort analysis, which is a process whereby the data of a given set is broken into related groups of users (instead of viewing all users as one unit).

Monthly support

For example: A customer acquired in February of 2016 will always be associated with this particular collaboration throughout its lifetime.

They also created a proprietary cohort, called a ‘custom window’, that aligns customer groups with specific changes in behavior and mindset.

For example: A custom window can be the time window from six months when the baby is born to six months after it is born. After this window, the parent and child have a different set of needs – so they move to the next custom window.

By siloing customers to different regions, Spearmint Love can better seek out common behaviors and patterns that emerged over time related to acquisition deadlines and purchasing habits. With this data, they were better at starting marketing campaigns for their audience at the right time (which, in turn, knocked down CPAs.)

Moderate child

How can your brand do this
So how can you use this information to improve your PPC efforts? Take a page from Spearmint Love’s playbook by following these four steps.

1. Start by creating cohorts for your custom audience.

Instead of looking at your customers holistically, break them into small groups based on purchase date, purchase type, and buying habits.

You can use the analytics of your e-commerce platform to help you do this. Go to your customer report and download the CSV file. Pay particular attention to returning customers to the channel they first purchased (to help define the cohort), average order value during purchase, and time period of purchase. From here, you can configure the first purchase cohort AOV and the second purchase to average.


Let’s All Just Calm Down About Duplicate Content. Here’s Why.

I met part of my marketers, who are more concerned about duplicate content, because they are about creating poor quality links.

In fact, there is so much misinformation out there about duplicate content, with Google attempting to address it directly in hopes of dispelling misconceptions and myths.

Susan Mosca wrote on the Google Webmaster Blog, “Let’s put it to bed once and for all people.” “There is no such thing as a duplicate content penalty. At least, not in the way most people say they mean. ”

Understanding duplicate content

For many marketers, they see duplicate content as any type of content that is duplicated.

And any material copied is bad and will incur a fine.

Junior SEO in my introduction, for example, saw a few lines of replication text in the footer of a website. The fact that it was on the footer indicated that it was on all 18,901 pages of the customer’s website. Ergo, those lines of text were repeated 18,901 times.

Or duplicate content on landing pages served to different audiences for other examples.

This is technically duplicate content, but it is not going to be penalized in any way, and it is not what Google is talking about when it refers to duplicate content.

Here’s how Google defines it:

“Duplicate content generally refers to the original block of content within or around domains that either completely match other content or are similar to appreciated. Mostly, it is not deceived in the original. ”

Google is over-mentioning content that is widely syndicated and replicated. For example, if I had published a post that was then duplicated by a large amount of aggregate sites – links and all – I would have a fraction of the duplicate content largely from the original.

And because others had duplicated that content, the algorithm is not intended to cheat or game to improve rank.

Google is not necessarily going to punish for that duplicate content. Instead, their algorithm is designed to limit what the user gets. Only 1 (or just a small number) of the same page is being returned instead of filling a single search result with countless copies of the same content.

The worst thing that can happen with this automated filtering by algorithms is that a less desirable version of the content may be displayed first instead of your original.

Not ideal, but definitely not a punishment.

Here are some additional truths about duplicate content that make your mind easier.

1. Syndicated (duplicate) content traffic increases

At the moment, you are hearing more and more about the buffer. All of the platforms use the platform to schedule content to be posted on social channels. Buffers are also known for the quality of content shared on their blogs.

In the early days of the platform, the team relied on guest positions to help build visibility and attract referral traffic. As popularity grew, he switched to a more efficient content model, using syndication to share his original content.

This syndication was essentially duplicated content, which was shared elsewhere on the web.

In a post commentary detailing the effectiveness of this strategy, co-founder Leo Wiederich shared data from Buffer’s Analytics to prove that organic traffic continued to grow despite their reliance on duplicate content and syndication.

Upward Buffer App Traffic

2. Zero penalty from duplicate offsite content.

It doesn’t really matter if it’s you who’s doing the duplication, or someone else (essentially sharing what you’ve produced), you just get fined through the natural syndication and distribution of your content can not be found.

The exception is of course; Unless it is intended to manipulate search results, duplicate content itself is not the basis of action.

No duplicate content penalty

So basically, do not try to spam the same content in an attempt to grab search real estate.

Since Google has designed its algorithms to prevent duplicate content from being shown and to impress site owners, you really need to worry about any penalties from syndicating or duplicating offsite content. Is not.

In most cases, Google tries to show the original source.

Worst case scenario, as I mentioned above, you might end up with one of those syndicated pieces ranked higher than the original content.


The Five Minute Guide to Installing Google Tag Manager

Marketing campaigns live and die by data.

Without data, there is no way to easily determine the health of a campaign.

As a marketer, the more data you have at your disposal, and the easier it is to manage the data, the easier your job is.

Which tags have been added? Which devices are still installed on your site? How can you give people the need to update tags without giving them full access to your site (which can invite disaster)?

So I want to introduce you to Google Tag Manager (GTM).

With Google Tag Manager, many of the technical aspects of tag management have fallen short, making it easier to setup your own. You also have complete control over every change on your site. So nothing will surprise you.

Simply because you are clear, GTM is not a replacement for Google Analytics, but instead works with tools that you are probably already using.

If you are the only person working on your site, then you have already installed Google Analytics, and you do not expect that your site will grow as a whole team in the future, all of this is completely optional. Especially if you want to take care of another internet marketing tool, skip all this. If you have a team then Google Tag Manager will save you a ton of headaches. But if you don’t need it and instead have the simplicity to plug in directly to Google Analytics, then leave it all.

Here we are covered in this article.

First of all, I want to encourage you to use Google Tag Manager.
Then let me show you how to set it.
Next, we will go through the process of creating, triggering and publishing the tag.

There are two reasons why someone might want to install Google Tag Manager.

1. Control

Without a tag manager, you have to give access to your actual site files to anyone you want to be able to update the tag. If it’s just you and an engineer who works out a bit of a contract, then there is no big deal. But as you scale in a team, it can cause a lot of problems.

A designer may upload an incorrect JavaScript file.
The new marketing intern removes all other JavaScript tags and tells no one.

One of the engineers does not have complete project requirements and only implements JavaScript tags on some of your site pages.

No one knows what tags were installed and it takes several weeks to fall prey to all devices still active on your site. Any cleanup or audit project becomes a major problem.

If you limit site access to just engineers, all marketers harass the engineering team for frequent small changes when engineers need to focus on more important projects.

This is why companies started building tag managers in the first place, with large companies controlling in the same way that they have access to tags. At the same time, they can eventually give access to the people they need without access to the entire site. Which prevents things from breaking up by accident.

2. Advanced Features

You can also get more information on how to fire your JavaScript. If you have an original site, it is not important. But for a technical marketer who manages hundreds of campaigns on a site with thousands of pages, it can be a life saver.

You can control which pages fire each tag, trigger the tag on clicks and forms, and handle very complex tag implementations on a large site.

“This sounds like overkill to me, why should I use Google Tag Manager?”

For a lot of people, this is not too much of a concern.

But it is a good idea if you want to set up infrastructure on your site so that it can handle future development. As soon as you have 5–10 people working on your business (or are already past), this is definitely a good idea for a tag manager.

Since Google has released a free Google Tag Manager that integrates seamlessly with Google Analytics, using them is your best option.

Allow setting up your GTM account.

Google Tag Manager setup
The system is divided into four primary functions that you want to focus on.

1. container

Think of containers as where everything for your site goes out. In general, use one container per site.

2. Workplace

This is version control, try not to worry too much about it. Workplaces are super helpful for large teams that may have multiple people working on the tag at the same time.