Have you tried it yet?

Goals are called goals for a reason. They help you measure the goals of your site. All websites have a goal, many have several. If you do not know the purpose, or goal, of your website, then Google Analytics ends up being a simple site counter. Google Analytics can be so much more.

What are you measuring?
The first step in setting up goals is deciding what you want to measure on your site. Below are a few examples of common site goals:

• Purchase
• Contact Form
• Pricing Check
• Check Availability

Find a Measurement Point
Now that you know what you want to measure, it becomes much easier to establish a measurement point on your website. An ecommerce site, for example, would use the “order confirmation” page at the measurement point. A contact form would use the “thank you” page.

Create Goal in Google Analytics
To create a goal, choose Analytics Settings after logging in Google Analytics.

After choosing Add goal (as seen above) on the right, you will be taken to the Enter Goal Information page.

On the Enter Goal Information page, you will enter your Goal Name and Position. As a beginner with Goals, using “Goal 1” is the best starting point. Multiple goal levels can be used for measuring the funnel and purchase path, but that is a conversation for another day. For now, choose any available “Set” and “Goal 1”

On this page you will have 3 Goal Types to choose from: URL Destination, Time on Site, and Pages/Visit. As you choose each of these, you will be given different Goal Details as it pertains to that Type.

URL Destination is the most common option and is used when visitors get a specific page to visit. Frankly, I’ve never even used the other two. I can see valuable use in them, but I’ve never had an instance where it was applicable. For the purpose of this lesson, I will stick with URL Destination.

Within the URL Destination setting, three Match Type options are available.

1. Head Match: If your goal page requires variables in the URL that can change, such as /shopping-cart/?page=2&item=1919, then using Head Match will match the starting string of the URL (/shopping-cart/).
2. Exact Match: If your goal page is a static URL that does not change, like thank-you.htm, for example, then use Exact Match.
3. Regular Expression Match: If the start of the URL could change, then you should use Regular Expression Match; this is useful with URL cases such as /category1/checkout.htm and /category2/checkout.htm.

Measuring
That is the basics when it comes to configuring Goals in Google Analytics. Now that the data is there, it’s time to start reviewing the reporting.

One of the great features of using Goals is that the data is interwoven within various reports. For example, the keyword report (as seen below) will show which keywords led to goal interactions.

I have just reached the surface when it comes to goals and funnels. There is so much more you can look at and analyze. However, this should get you started with the basics.

As always, if you have any questions … just ask.

If you are curious, give it a shot. No obligation, No Cost. Just simple, actionable items.

If it’s not for you, you can opt-out at any point.

Google Ventures recently announced it has invested $5.75 million in Trada, see details here: http://trada.com/blog/2010/07/21/google-ventures-funding/

Check out the video below and let me know your thoughts:

Lately, I have been trying out Cinch. I was introduced to this tool by Dave Delaney. I like the idea of being able to add quick audio notes, or even longer, if I choose. One of the many Cinch highlights is the ability to podcast anywhere.

Have you tried Cinch? What are your thoughts?

The Search Engine Strategies conference has some exciting changes coming this year, as it moves from San Jose to San Francisco. The search conference is now part of a bigger event, Connected Marketing Week. This week long event brings together ClickZ’s BlogworkZ, Online Marketing Summit, Conversion Conference Day, and of course Search Engine Strategies.

Google will be there, will you?

I have tentatively laid out my schedule, but I’m sure that will change every day until each session starts. I practice the “Law of Two Feet”. If a session is not connecting with me, I use my two feet and go find another.

Below are some sessions I am interested in (for now):

Day 1 Tuesday, August 17

• Introduction to Search Engine Marketing
  I always attend an introduction class, even though I have been working with search marketing for many, many years. Introduction classes remind me of the simple things that I often forget. We can all use a refresher course.
• Digital Asset Optimization
  This session intrigues me. With search changing from 10 blue links to blended results, I need to learn more about maximizing that real estate. I like to see how others are handling these issues and what searchers think of them.
• The SEO Value of Social Media
  This is where the advantage of being connected to OMS pays off. This session is offered through Online Marketing Summit side of the conference. I hope to lean how others are integrating search and social.
• 21 Secrets to Top Converting Websites
  I am anxious to hear how Bryan Eisenberg can help me improve my conversion rates on my landing pages.

Wednesday, August 18

• Local Lab Primer
  There is no doubt that local listings, like Google Places, have taken up a large part of the SERP real estate. They can’t be ignored. I need to learn as much as possible on this topic.
  Search, PR and the Social Butterfly
  I have always been a big advocate of using online press releases to boost rankings. However, those don’t have the same impact they use to. What’s the next big thing utilizing social and PR to help with search?
• Competitive Research
  Researching competitors is an everyday task for me. I cannot get too much information on this. I am looking for every angle, every tool, and every trick available.

Thursday, August 19

• Morning Keynote - The Four Pillars of Building Instant Trust Online – Tim Ash
  I am a Tim Ash fan. This was a no-brainer. Honestly, I haven’t even read the description yet. I just know, I will be there.

What are you looking forward to at Connected Marketing Week?

“If you can’t dazzle them with brilliance baffle them with bullshit.“

I have heard that phrase above many times over the years, but it has never seemed more true to me than now. This social media post has been brewing with me for a while, so bare me with me as I get out my frustration.

I am frustrated by the social media crap that is spewed out by “experts”. Let’s go through my hot list of thoughts from the experts, one by one:

1. Curate Conversation

What does that even mean? I assume the root of that means to have conversation with people online. Well, the truth is you have work to do. You have invoices to pay, inventory to keep up with, current customers to service and so much more. You cannot spend the day trying to get conversations started or interrupting current conversations. There is no time in your day for that.


The idea of curating conversations produces future customer. Yes, I get that. You know what else creates future customers? Taking care of current customers.

If social media is about conversation, then why waste your time? Social media is about links, exposure, customer service, sales, branding, and more. Social media is about whatever you need it to be about.

2. Social Media is Transparent and Informal

Do you really want to be transparent? And … yes, you should be worried about your social media comments. Spelling and grammar does matter. You are not a teenager texting with emoticons. You are a professional. Act like one. People are judging you every day, by every tweet and every comment you leave. Your customers may not want you to be casual, “cool”, or even funny. Talk to them with the correct language. Do not try to be hip, just because it feels right.

3. Do Unto Others …

Thanks for the bit of insight, Genius. Let me get this right, if I am nice to people, they will be nice to me? Wow, and you get paid for that bit of advice?

This has been around since the age of business. It is called … wait for it … Customer Service. Treat your customers well and they will reward you. That is brilliant. Call me a “Guru”.

4. Website Social Media Buttons

This can be tricky. I do believe it is important in add social media connections to your site. In fact, my social media buttons could not be in a more prominent place. But then again, I am not selling a product.

I have seen too many sites that are putting way too much focus on their social media buttons. If someone is on your site, now is the time to convert them. Do not send them to Facebook, if they have a credit card in their hand. Remember why you are in business to begin with.

5. Social Media Success Stories

There are tons of success stories using social media, but those are not going to help you. The solution that worked for them, will probably not work for you. You need to crawl and you need to fail. There is not a social media formula. You have to create your own success story.

6. It will save your revenue problems

Social media will not fix your business problems. In fact, it will magnify them to the world. Social media can get you in front of a larger audience. The question is… are you ready for a larger audience?

Social media will not fix your marketing problems. If you are having trouble getting a message out or having trouble determining what your message is, you do not need a social media marketing expert. You need marketing. Not social, not viral, not search, not interactive … just marketing.

So, now what?

Let’s be clear where I stand here. I am an advocate of social media. I use it often. It can be a valuable tool for you. However, keep it in perspective and take social media for what it is.

Social media is a lot of things. Social media is …
• A marketing channel.
• A communication device.
• A help desk.
• A customer service center.

Social media can also be …
• An employee drain
• Full of spammers and “experts”
• A broadcast message board
• A waste of time
• A great way to connect with friends and family

Social media is whatever you make of it. It is not what someone tells you to do with it.

In fact, maybe you are not even ready for social media at all. You may need some other form of marketing first. Jennifer Evans Laycock, of SugarSpun Marketing, wrote two great posts on how to know if it’s time for social media or search marketing: How to Know When Your Site Needs Social Media Before SEO and How to Know When Your Site Needs SEO Before Social Media

Social media is another avenue for you to establish a customer relationship. However, you have multiple channels. Do not sacrifice all of those, because the “experts” say you are using social media wrong. There is no right way to use social media. Just get in there and start using it.