by Matt Sambito, Net Atlantic Support Specialist

In order to provide their users with exceptional search engine results, Google has been constantly honing their search prowess to deliver the best search returns compared to their competition.

They do this by dictating to webmasters and web designers around the world exactly how they want to spider and index their web sites. Get it right, and you have a chance of doing well in search. Get it wrong, and your site will not come up well on Google search results. We show you how to get it right below.

Remember that there will be a direct and positive impact to results of your next email campaign if your web site ranks high in Google Search, and you use and refer to your domain in your email marketing message.

OVERVIEW

There are hundreds of factors that search engines uses to determine the search results and ranking of a website. One particular factor that has taken on great importance over the years is the domain authority of a website.

The higher your domain authority is, the more likely you are to earn a higher search engine ranking and to receive more and better web site traffic. In fact, your domain authority is the most important consideration when Google decides where you come up on their search results.

GOOGLE TOOLS

Maintaining and monitoring your website is an important task that can help you increase your domains authority. Factors such as back links, search words, and email campaigns can be monitored with Google Analytics while Google Search can help you understand how Google reads or “Crawls” your site.

Here are two of the most important Google tools to use when creating the most search friendly web site with the highest domain authority that you can:

1) Google Analytics

Google Analytics is a free website analytics service offered by Google that gives you insights into how users find and use your website. With Google Analytics, you can track ROI for your online marketing.

You can sift and sort your visitors with dozens of dimensions. You can seamlessly integrate Google Products like Google Search Console or your Google Ads account. You can also use tracking codes to tag and track any advertising, social, PR campaign or any kind of campaign on any platform/website.

https://analytics.google.com

2) Google Search Console

SEO (search engine optimization) is a competition between your site and other sites to show up on the top of the search engine results when a searcher uses any particular search keywords.

Search engine algorithms have changed quite a bit over the years, so if your organic search engine rankings are low, it could mean it’s time for an update. At one time, the key to SEO success was to plug your content with as many keywords as possible. That strategy led to poor search results for search engine users. Thanks to Google’s recent updates, today, it’s all about having original high-quality content on your site, which is why sites with blogs perform so well.

Use Google Search to add pages to the Google Index, rate keywords, and monitor search terms used by people to find your web site.
Also use the Google Search Sitemaps tool.

Creating your site with SEO in mind will ensure that potential visitors can find you online.

https://search.google.com/search-console/about

3) Tracking Email Links with Google Analytics

Tracking your campaign in Google Analytics allows you to measure your email marketing campaigns and compare them with results from any other online marketing you are doing.

By adding campaign parameters to the links you use in your ad campaigns, you can collect information about the overall effectiveness of those campaigns, and also understand where the campaigns are more effective. For example, your Summer Sale campaign might be generating lots of revenue, but if you’re running the campaign in several different social apps and emails, you want to know which of them is sending you the customers who generate the most revenue. Or if you’re running different versions of the campaign via email, video ads, and in-app ads, you can compare the results to see where your marketing is most effective.

When a user clicks a referral link, the parameters you add are sent to Analytics, and the related data is available in the Campaigns reports.

4) Free Online Tracking URL Builder

Here’s a free online “Campaign URL Builder” that will help you generate and use codes to track the source of your inbound marketing leads:

https://ga-dev-tools.appspot.com/campaign-url-builder/

There are 5 parameters you can add to your URLs:

utm_source: Identify the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter4, billboard.

utm_medium: The advertising or marketing medium, for example: cpc, banner, email newsletter.

utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.

utm_term: Identify paid search keywords. If you’re manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.

utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use

utm_content and set different values for each so you can tell which version is more effective.

Example:
https://www.netatlantic.com/emailmarketing/email-marketing-overview?utm_source=Summer%20Sale%20News%20Letterandutm_medium=emailandutm_campaign=Summer%20Sale

These parameters would tell Google Analytics
a. The Source of the click is from the Summer Sale News Letter
b. The Medium is a “email”
c. The Campaign name is “Summer Sale”

5) Conclusion

It’s not enough anymore to create a great web site and hope people come to it. Your web site needs to have great content, be properly registered at google, have proper page structure, use accurate conventions, be responsive (render properly on all devices), load quickly, and especially have strong domain authority.

Additional resources:

Google Webmaster Tools https://www.google.com/webmasters
Google Webmaster Guidelines https://support.google.com/webmasters/answer/35769
Google Webmaster Central https://webmasters.googleblog.com/
Google My Business https://www.google.com/business/
YouTube Channel for Google Webmasters https://webmasters.googleblog.com/
Big List of Google Webmaster Resources https://www.koozai.com/blog/search-marketing/big-list-of-google-webmaster-resources/
Google Structured Data Testing Tool https://search.google.com/structured-data/testing-tool

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