Polymer.js example

How Semantic Search Relates Online Content to Customers

Polymer.js example
This HTML mark up is a technical example of how semantic search works. It calls out specific parts in the code, like this callout designed to address a version of JavaScript called Polymer.  Although JavaScript case like this is not an influence on SEO, most semantic search is meant to address highlighting specialty HTML elements in a search query.

Search engines have subtly changed their methodologies over the past few years. One methodology that has yet to see widespread adoption has already experienced its most significant change yet.

Back in 2013, an ontology library site, Good Relations, announced an alignment of its markup structure definitions with those used on schema.org, a metatag library. The end result is increased consistency of definition usage among businesses, and a wider shared usage of structure markup among web developers and search engine optimization practitioners.

This merger occurred thanks to increasing search discovery needs for digital media. From music to webinar presentations, businesses have added numerous content to appear when potential customers research product and service information online.

The content has led marketing managers to give a refreshed look at their optimization strategies through apply semantic search. Semantic search involves organizing keywords and content with website element protocols and structure markup language. The organization makes the pages and site content more visible to nuanced search engine queries.

Good Relations and schema.org support separate protocols for semantic search. Schema.org contains metadata meant for HTML5, an update of the venerable website structure code language positioned for future website development. Good Relations contains RDF – resources description framework that has proven utility for current retailers and E-commerce sites.

One strategic benefit for managers is learning enhanced ways to translate potential client language to its digital properties. If businesses within a given industry agreed to ontology for services and needs, those businesses can adjust their content tags to position its content to potential query results from those businesses. Imagine a video on better financing for construction projects – With a metadata protocol, now imagine that video section appearing in a search query run by a construction firm.

That exact example lies at the heart of HTML5. HTML5 added video- and music-related tag elements, developed to increase media exposure to relevant search engine queries. Other tagging protocols can help search engines recognized a group of authors – an aid to marketing teams leveraging personal brands of its members online (You can learn about what Google accepts in structured markup here – Bing also has a structured markup guide). The fundamentals of digital marketing is increasingly shifting toward strategic data ownership, which is supported through content marketing and semantic search.

With the schema.org – Good Relations alliance, digital marketers and website developers can optimize metadata and RDF information across varied content. The success of such an effort will create a true application of semantic search’s definition – the science of actual customer’s language.

Google Analytics Calculated Metriocs

Analytics Tip: How To Use Calculated Metrics in Google Analytics

When you have one metric derived from another, sometimes you need to see another metric alongs session or average time in session. Doing so allows for a quick comparison. 
That comparison is why Google introduced a beta feature in its Google Analytics solution called Calculated Metrics. Calculated metrics are metrics derived from the existing preset of metrics in Google Analytics. 
Calculated metrics are displayed alongside the standard metrics in the custom report graph. 
There are two advantages Calcuated Metrics offer to analysis.
First, and most straightforward – calculated metrics saving users a step in calculating a compound metric that are routinely discussed in business intelligence discussions.
Second – calculated metrics permits a metric comparison in a custom report or dashboard, allowing users to better view performance on a calculated metrics that is important to themselves or the business.
To use calculated metrics, access  the admin panel and navigate to the View column of a given analytics profile. Select Calculate Metrics.
Google Analytics Calculated Metriocs
The selection presents a few selectors and text boxes to enter the calculated metric. There’s a text box for a label for the metric, with a unique label available for API calls below it.  The textbox for the API call is filled out automatically as the label is typed.
Five mathematical formats are available, all familiar to those with deal with mathematics and programming regularly.  Selecting one of the formats determines the format of the calculated metric.
  • Float
  • Integer
  • Currency
  • Time
  • Percent
After selecting a format, the user types the calculated metric formula in a text box.  A created formula relies on simple math operators – addition, subtraction, multiplication, and division. Google Analytic metrics are highlighted within double braces, similar to what is seen in a programming language. 
A calculated metric is structure like a script, shown in the following image:
Google Analytics Calculated Metric
Using Google Analytics Calculated Metrics can save time in calculating a reoccurring metric
Users can add up to 5 calculated metrics at the view level in the standard version of Google Analytics.  Google Analytics premium offers more, supporting up to 50 metrics. 
To get the most benefit from calculated metrics, consider the following tips:
1. Decide who will view the account where the calculated metric is placed.  Add a calculated metric that would be of most interest to the users of the given Google Analytics view. The metrics appear in the custom reports and dashboards, so it’s best to plan a report with the metric accordingly .
2. Pick calculated metrics which augment the metrics in the reports. Lunametrics provides a few great examples on their page.  A favorite is the return metric – analyzing and tracking returns against sales metric which appears in the report.  The trick to a good metric is to select one which has to calculated regularly, then see if the metrics in the reports can serve as a basis for the calculated metrics.
3.  Label metrics with a description meaningful to the business or organization that manage the reports, rather than a generic label. This will help other managers who follow the reports to use the analysis as well as assist teams who may follow after you move on.  You can also add a mention of when the metrics was added in the annotation panel.

What is the right number of visits to begin using analytics? – A brief answer

from the Zimana Instagram account: http://ift.tt/1Skl38j

What is the right number of visits or sessions needed to begin using analytics reports?

2? 33,483?  Maybe over 120,000?

The answer is none!

Your analytics really begins when planning website and app content alongside the digital marketing media used to build awareness.  In fact, the current trend of customer experience means planning on content and understanding users – not just achieving numbers just to gain numbers.

In fact the biggest mistake small business owners make is delaying their analytics until AFTER a website is launched.   Doing so overlooks maximizing the benefits from the metrics and taking action that can benefit a business for the long haul.

When starting with analytics, concentrate on identifying trends in the data first rather seeking hard numbers.  Those trends can highlight where marketing and operational resources in your business should be directed.

Analytics Tips: How non-techies can monitor branding for small businesses and non-profit organizations

Google Analytics Affinity Reports
Reports like Affinity Report can be set in the dashboard for quick referral of traffic quality.

Monitoring your brand. It’s a phrase brought up by marketers, yet no one thinks about how non profits or non technically inclined individuals should be monitoring their “brand” online.

Why is this overlook important? Well, the definition of a brand is ”how others remember you”. In general you are asking the public to remember you – for a donation, for purchase a service, or for purchase from your inventory when your nearby competitor has the same product (and these days, everyone online is a nearby competitor!).

So let’s assume that you have added a Google Analytics account to your website. If so, you’re half way to monitoring your data and your brand. To get that other essential half, try the following few starter ideas for digging into the reports without getting too overwhelmed.

  • Schedule a reporting time – minimum once a month review with the analytics reports. Expect more frequency if you are using paid search or other budgeted media for marketing.
  • Set Goals in your analytics account – Set the pages and webpage actions that relate the site to your objectives.
  • Set visits by geography if your business or nonprofit is covering a specific region. Geography reporting can be the easiest to understand, if your business is marketed to certain regions. Review if traffic consistently lined up with where the business is marketing.
  • Look for trends over time. Examining where data comes from will narrow down what actions to take to strengthen or adjust.
  • Look at affinity reports to see what other topics of interest that attracts visitors and are receiving your visitors after they have visited your site. The reports can spark ideas for Adwords campaigns by lifestyle to sites that are suitable partners for increasing exposure to your site and brand.
  • If you are receiving regular reports from an analytic practitioner, ask for the meaning behind a report or metric definition. They should be following along your business at some level, and making .

Learning Social Media and Google Analytics: CivicBLUE 1647 Seminar: Web & Social Media Data

Google Analytics Workshop Chicago
Pierre DeBois of Zimana Analytics is explaining why Google Analytics is essential to implementing a marketing plan and to the growth of a business.  This image was shared on the ZimanaAnalytics Instagram account. 
In March 2016, Pierre DeBois of Zimana presented an overview of Google Analytics as part of the CivicBLUE 1647 Curriculum Seminar Series: Web & Social Media Data.
The talk focused on topics related to web analytics: social media advertising, Adwords, tagging, and analytics reporting.  the topics focused on how metrics are meant to guide businesses with ideas on where to invest their marketing budgets effectively.
The presentation series is a joint effort with the Accenture team as part of a civic data series at Blue1647, a technology incubator at Chicago.
You can view the presentation here on Gigity TV, as well as other technology presentations by Blue1647.