Google Analytics

Google Search Console: Things to know before you start

Google provides web developers with many free tools, but hardly any are as versatile and valuable to the SEO sector as the Google Search Console. Using the free analyser tool, developers can take their website’s settings and technical optimisations into their own hands, gain access to statistics not visible to the public, and learn to better understand the “Google view” of things. The only [...]   

The AIDA model: the formula for effective advertising?

The AIDA model has been around for more than one hundred years and illustrates the basic knowledge of advertising research. The schematic representation of the purchasing decision-making process is in four successive phases and is reduced to show the essential steps. Some see this model as too simplified and believe it doesn’t adequately depict modern, multi-layered communication processes. As a [...]   

What is data-driven marketing?

Throughout the internet, users leave behind digital footprints: whether it’s while browsing your favourite sites, taking a look at different products or offers, or even just googling an address. With the help of analyses and algorithms, data-driven marketing makes it possible to connect the dots and find relationships. Marketers are able to extract important information from these findings in [...]   

What is RankBrain?

Google is the search engine of choice for an overwhelming majority of internet users around the world. Around 3 billion user requests are answered each day by the market leader. This is partially thanks to a self-learning AI system known as RankBrain. Normally, Google lays low when it comes to revealing its search algorithms but this time the company has been quite open. We explain how RankBrain [...]   

Blogging tools: Which programmes are really worth it?

There are lots of tools for bloggers – and anyone who runs a blog can certainly use some good tools. But it’s difficult to decide on the right blogging tools, especially for beginners. In our guide you’ll find an overview of the most popular applications for bloggers with comprehensive explanations of their functions, so that you can start your personal blog right away.   

The best Google Analytics alternatives

Website tracking is very important in online marketing to be able to see how users are interacting on your site. The first choice is normally the tracking tool offered by the search engine, Google. But for data protection reasons, more and more users are looking for alternatives to Google Analytics. There’s a great selection of web analytics tools – we will examine applications with similar [...]   

SEO Update: 2016 ranking factors according to Searchmetrics

With the annual correlation study on the topic of ranking factors, Searchmetrics has been taking care of the SEO sector since 2012. The prominent search and content performance platform also presents the most important findings each year in Google rankings – this comes in the form of general ranking factors and rank correlations. We have summarised the key learning points of the 2016 study for [...]   

Predictive analytics | Definition and examples

What is predictive analytics? The subsection of big data analysis has similarities to data mining. But what exactly is the difference and how does predictive analysis actually work? We provide the answers on this method of data analysis, show you what it is used for, and what tools there are for using the technique of predictive analytics.   

Customer journey: the basics of touch point analyses

Marketing experts know that individually placed advertisements rarely get customers to carry out desired actions. In order to become a paying customer, consumers need to encounter the product, brand, or company they’re being advertised to at different locations and at different times. Such touch points are compiled and evaluated from customer journey data. We’ll explain how.   

A/B testing for website optimization

Your product range is complete, the technical implementation is finished, and with the help of web designers and graphic designers, you have created the perfect visual concept for your online shop. But what happens if clicks and conversions fail to materialise? Sometimes it’s down to a small aspect like a colour, a button, or how single elements are arranged: any of these can dissuade website [...]