Data-driven perspectives on SEO, marketing, and digital growth.
Most diagnostic labs and hospitals treat SEO like a checkbox. They build a website, add a few service pages, maybe run some Google Ads,…
Most companies run SEO and CRO as separate programs with separate teams, separate budgets, and separate KPIs. SEO focuses on…
Organic traffic converts differently than paid traffic, and most companies optimize for the wrong things when trying to improve it.…
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Conversion rate optimization (CRO) is the practice of systematically increasing the percentage of website visitors who take a desired action,…
Multi-touch attribution is the practice of distributing conversion credit across multiple marketing touchpoints in a customer’s journey, rather than giving…
Most marketing dashboards fail because they try to show everything to everyone. A CMO looking at a weekly dashboard doesn’t…
UTM tracking is the practice of appending standardized parameters to URLs so your analytics platform can identify exactly where each…
GA4 is Google’s current analytics platform, and most companies have it installed. Fewer have it configured in a way that…
Marketing attribution is the practice of identifying which marketing touchpoints contribute to a conversion, and assigning credit to each one.…
AI Is Answering Questions About Your Brand Right Now. Do You Know What It’s Saying? Open ChatGPT. Type: “What is…