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• Find out what people are searching when coming from search engines

  7 novembre 2017, par InnoCraft — Plugins

  At InnoCraft, we know that SEO is an important topic for most of you. If you have not heard of this term before, SEO stands for Search Engine Optimization. It consists in having your content website visible within the search result pages without paying for ads. SEO is also often referred as “natural” or “organic” traffic.

  In SEO, one of the most valuable data to analyze is the keyword used by the visitor to come to your website. Since 2011, major search engines decided to not disclose this data anymore, that’s the reason why you are seeing the “Keyword not defined” data within some of your Piwik reports, also called “not provided” :

  

  Keyword not defined in Piwik

  The solution

  As your keyword data is collected by search engines, each of them provides the searched keywords within different services such as :

  • Google Search Console
  • Bing/Yahoo Webmaster tools
  • Yandex Webmaster

  Those services allow website owners to see how many times their website appeared within the SERP (Search Engine Results Page), how bots are crawling your pages, which search terms they used, and more. The drawback is, that they make take this data available only for a short period, you need to log in to all these services to get the insights you need and you cannot get aggregated overall keyword reports (over all search engines combined).

  The solution that gives you all this data in Piwik

  Would you like to know what the not defined search keywords in Piwik really are ? Would you like to combine keywords data from major search engines in one place ? Would you like to know how important your website is according to Google and Microsoft Bing and Yahoo ?

  At InnoCraft, the company behind Piwik, we created a plugin called “Search Engine Performance Keywords”. With this plugin, you will :

  1. be able to keep the search terms forever
  2. save time by crossing data from Google and Bing search within Piwik
  3. get an overview of how Google and Bing are crawling your site
  4. monitor search rankings and click-through rates for each keyword

  1 – Data ownership & data retention

  Once more, it is going back to Piwik roots. As Piwik is a Free software, you own the data you collect. Once the import is successful, you will be able to keep the keywords data as long as you wish. In the case of services such as Google Search Console, they will delete the data after 90 days !! Without our plugin you will not be able to analyze precisely how your SEO is doing month by month, year by year.

  2 – Save time by using a single interface

  Google and Bing have no interest in gathering data coming from various search engines… we do. As a result, with our plugin you can visualize the data coming from those two sources within a single report in order to analyze your SEO in a better way.
  You will not have to use spreadsheets anymore and no chance to miss some important keywords which you would maybe miss when you don’t aggregate them in a single report.

  

  3 – Crawl overview check

  Both Google and Bing have a crawl “budget”. This budget needs to be optimized in order for search engine bots to consider the most relevant pages. By gathering all the data within Piwik you will have a clear view of how well your website is appreciated by search engines :

  

  4 – Monitor search rankings

  The Search Engine Keywords Performance feature allows you to monitor search rankings for a given keyword and see his evolution :

  

  it also gives you the possibility to compare the performances of several keywords in order to see how your website is performing as a whole :

  

  How to get started ?

  The “Search Engine Keywords Performance” plugin has been developed by the InnoCraft team as a premium feature.

  Get Search Engine Keywords Performance on the Marketplace

  If you are not sure, note that InnoCraft is offering an unconditional and hassle-free 30-day money back guarantee period.

  Once you have installed the plugin, follow the guide in order to have it up and running.
  The installation process is not difficult in itself but takes some time as it requires to access to Google and Bing APIs.

  If you enjoyed this article, you may appreciate the following one about how to integrate ad services to Piwik : Make better online marketing decisions with the AOM plugin.

• What Is Ethical SEO & Why Does It Matter ?

  7 mai 2024, par Erin

  Do you want to generate more revenue ?

  Then, you need to ensure you have a steady stream of traffic flowing to your site.

  Search engines like Google, Bing and Yahoo are powerful mediums you can use to scale your business.

  Search engine optimisation (SEO) is the process of creating search engine-friendly content to draw in traffic to your website. But, if you aren’t careful, you could be crossing the line of ethical SEO into unethical SEO.

  In this article, we break down what ethical SEO is, why it’s important in business and how you can implement effective SEO into your business while remaining ethical.

  Let’s begin.

  What is ethical SEO ?

  Since the early days of the internet and search engines, business owners and marketers have tried using all kinds of SEO tactics to rank atop the search engines for relevant keywords.

  The problem ?

  Some of these practices are ethical, while others aren’t.

  What exactly is ethical SEO ?

  It’s the practice of optimising your website’s rankings in search engines by following search engine guidelines and prioritising user experience.

  

  Ethical SEO is also referred to as “white hat SEO.”

  On the other hand, businesses that break search engine rules and guidelines to “hack” their way to the top with faulty and questionable practices use unethical SEO, or “black hat SEO.”

  Ethical SEO aims to achieve higher rankings in search engines through sustainable, legitimate and fair methods.

  Black hat, or unethical SEO, aims to manipulate or “game” the system with deceptive strategies to bypass the search engine’s guidelines to rank higher.

  The two core branches of ethical SEO include :

  1. Strategies that align with search engine guidelines.
  2. Accessibility to broad audiences.

  Some examples of ethical SEO principles include :

  • Natural link building
  • Compliance with search engine guidelines
  • Establishing great user experiences
  • Creating reader-focused content

  By sticking to the right guidelines and implementing proper SEO practices, businesses can establish ethical SEO to generate more traffic and grow their brands.

  8 ethical SEO practices to implement

  If you want to grow your organic search traffic, then there’s no doubt you’ll need to have some SEO knowledge.

  While there are dozens of ways to “game” SEO, it’s best to stick to proven, ethical SEO techniques to improve your rankings.

  Stick to these best practices to increase your rankings in the search engine results pages (SERPs), increase organic traffic and improve your website conversions.

  

  1. Crafting high-quality content

  The most important piece of any ethical SEO strategy is content.

  Forget about rankings, keywords and links for a second.

  Step back and think about why people go to Google, Bing and Yahoo in the first place.

  They’re there looking for information. They have a question they need answered. That’s where you can come in and give them the answer they want. 

  How ? In the form of content.

  The best long-term ethical SEO strategy is to create the highest-quality content possible. Crafting high-quality content should be where you focus 90% of your SEO efforts.

  2. Following search engine guidelines

  Once you’ve got a solid content creation strategy, where you’re producing in-depth, quality content, you need to ensure you’re following the guidelines and rules put in place by the major search engines.

  This means you need to stay compliant with the best practices and guidelines laid out by the top search engines.

  If you fail to follow these rules, you could be penalised, your content could be downgraded or removed from search engines, and you could even have your entire website flagged, impacting your entire organic search traffic from your site.

  You need to ensure you align with the guidelines so you’re set up for long-term success with your SEO.

  3. Conducting keyword research and optimisation

  Now that we’ve covered content and guidelines, let’s talk about the technical stuff, starting with keywords.

  In the early days of SEO (late 90s), just about anyone could rank a web page high by stuffing keywords all over the page.

  While those black hat techniques used to work to “game” the system, it doesn’t work like that anymore. Google and other major search engines have much more advanced algorithms that can detect keyword stuffing and manipulation.

  Keywords are still a major part of a successful SEO strategy. You can ethically incorporate keywords into your content (and you should) if you want to rank higher. 

  Your main goal with your content is to match it with the search intent. So, incorporating keywords should come naturally throughout your content. If you try to stuff in unnecessary keywords or use spammy techniques, you may not even rank at all and could harm your website’s rankings.

  4. Incorporating natural link building

  After you’ve covered content and keywords, it’s time to dive into links. Backlinks are any links that point back to your website from another website.

  These are a crucial part of the SEO pie. Without them, it’s hard to rank high on Google. They work well because they tell Google your web page or website has authority on a subject matter.

  But you could be penalised if you try to manipulate backlinks by purchasing them or spamming them from other websites.

  Instead, you should aim to draw in natural backlinks by creating content that attracts them.

  How ? There are several options :

  • Content marketing
  • Email outreach
  • Brand mentions
  • Public relations
  • Ethical guest posting

  Get involved in other people’s communities. Get on podcasts. Write guest posts. Connect with other brands. Provide value in your niche and create content worth linking to.

  5. Respecting the intellectual property of other brands

  Content creation is moving at lightspeed in the creator economy and social media era. For better or for worse, content is going viral every day. People share content, place their spin on it, revise it, optimise it, and spread it around the internet.

  Unfortunately, this means the content is sometimes shared without the owner’s permission. Content is one form of intellectual property (IP). 

  If you share copyrighted material, you could face legal consequences.

  6. Ensuring transparency

  Transparency is one of the pillars of ethical marketing.

  If you’re running the SEO in your company or an agency, you should always explain the SEO strategies and tactics you’re implementing to your stakeholders.

  It’s best to lean on transparency and honesty to ensure your team knows you’re running operations ethically.

  7. Implementing a great user experience

  The final pillar of ethical SEO practices is offering a great user experience on your website.

  Major search engines like Google are favouring user experience more and more every year. This means knowing how to track and analyse website metrics like page load times, time on page, pageviews, media plays and event tracking.

  8. Use an ethical web analytics solution

  Last but certainly not least. Tracking your website visitors ethically is key to maintaining SEO ethics.

  You can do this by using an ethical web analytics solution like Matomo, Plausible or Fathom. All three are committed to respecting user privacy and offer ethical tracking of visitors.

  We’re a bit biassed towards Matomo, of course, but for good reasons.

  Matomo offers accurate, unsampled data along with advanced features like heatmaps, session recording, and A/B testing. These features enhance user experience and support ethical SEO practices by providing insights into user behaviour, helping optimise content. 

  Try Matomo for Free

  Get the web insights you need, without compromising data accuracy.

  Start for free

  No credit card required

  6 unethical SEO practices to avoid

  Now that we’ve covered the ethical SEO best practices let’s talk about what kind of unethical SEO practices you want to avoid.

  Remember, SEO isn’t as easy to manipulate as it once was 20 years ago.

  Algorithms are much more sophisticated now, and search engines are getting better at detecting fraudulent, scammy or unethical SEO practices every year.

  Avoid these eight unethical SEO practices to ensure you can rank high in the long term :

  

  1. Keyword stuffing

  Keyword stuffing is probably the most common unethical SEO practice. This is where someone deliberately stuffs keywords onto a page to manipulate the search engines to rank a web page higher.

  Where this is unethical isn’t always easy to detect, but in some cases, it is. It comes down to whether it’s relevant and natural or intentionally stuffing.

  2. Cloaking

  Cloaking is another unethical SEO practice where someone manipulates the information search engines see on their website.

  For example, someone may show search engines one web page on their website, but when someone clicks on it in Google, they can direct someone to a completely different page. They do this by detecting the incoming request from the user agent and presenting different content.

  3. Deceiving functionality

  Another way companies are unethically implementing SEO tactics is by deceiving people with misleading information. For example, a website may claim to provide a free resource or directory but may intentionally lead visitors to paid products.

  4. Fraudulent redirects

  Another way to deceive or mislead searchers is by creating fraudulent redirects. A redirect is a way to take someone to a different web page when they click on another one. Redirects can be useful if a page is broken or outdated. However, they can be used to deceptively take someone to a website they didn’t intend to view.

  5. Negative SEO

  Negative SEO is the intentional attempt to harm a competitor’s search engine rankings through unethical tactics.

  These tactics include duplicating their content or generating spammy links by creating low quality or irrelevant backlinks to their site.

  6. Hidden text

  Placing hidden text on a website typically has one purpose : keyword stuffing.

  Instead of making it visible to users reading the content, websites will place invisible text or text that’s hard to read on a website to try to rank the content higher and manipulate the search engines.

  3 reasons you need to implement ethical SEO

  So, why should you ensure you only implement ethical SEO in your organic traffic strategy ?

  It’s not just about what’s morally right or wrong. Implementing ethical SEO is the smartest long-term marketing strategy :

  1. Better long-term SEO

  Search engine optimisation is about implementing the “right” tactics to get your website to rank higher.

  The funny thing is many people are trying to get quick fixes by manipulating search engines to see results now.

  However, the ones who implement shady tactics and “hacks” to game the system almost always end up losing their rankings in the long term. 

  The best long-term SEO strategy is to do things ethically. Create content that helps people. Make higher quality content than your competitors. If you do those two things right, you’ll have better search traffic for years.

  2. Great brand reputation

  Not only is ethical SEO a great way to get long-term results, but it’s also a good way to maintain a solid brand reputation.

  Reputation management is a crucial aspect of SEO. All it takes is one bad incident, and your SEO could be negatively impacted.

  3. Lower chance of penalties

  If you play by the rules, you have a lower risk of being penalised by Google.

  The reality is that Google owns the search engine, not you. While we can benefit from the traffic generation of major search engines, you could lose all your rankings if you break their guidelines.

  Track SEO data ethically with Matomo

  Ethical SEO is all about :

  • Serving your audience
  • Getting better traffic in the long run

  If you fail to follow ethical SEO practices, you could be de-ranked or have your reputation on the line.

  However, if you implement ethical SEO, you could reap the rewards of a sustainable marketing strategy that helps you grow your traffic correctly and increase conversions in the long term.

  If you’re ready to start implementing ethical SEO, you need to ensure you depend on an ethical web analytics solution like Matomo.

  Unlike other web analytics solutions, Matomo prioritises user privacy, maintains transparent, ethical data collection practices, and does not sell user data to advertisers. Matomo provides 100% data ownership, ensuring that your data remains yours to own and control.

  As the leading privacy-friendly web analytics solution globally, trusted by over 1 million websites, Matomo ensures :

  • Accurate data without data sampling for confident insights and better results
  • Privacy-friendly and GDPR-compliant web analytics
  • Open-source access for transparency and creating a custom solution tailored to your needs

  Try Matomo free for 21-days. No credit card required.

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• CRO Audit : Increase Your Conversions in 10 Simple Steps

  25 mars 2024, par Erin

  You have two options if you’re unhappy with your website’s conversion rates.

  The first is to implement a couple of random tactics you heard on that marketing podcast, which worked for a business completely unrelated to yours. 

  The other is to take a more systematic, measured approach. An approach that finds specific problems with the pages on your site and fixes them one by one. 

  You’re choosing the second option, right ?

  Good, then let’s explain what a conversion rate optimisation audit is and how you can complete one using our step-by-step process.

  What is a CRO audit ?

  A conversion rate optimisation audit (CRO audit) systematically evaluates your website. It identifies opportunities to enhance your website’s performance and improve conversion rates. 

  During the audit, you’ll analyse your website’s entire customer journey, collect valuable user behaviour data and cross reference that with web analytics to find site elements (forms, calls-to-actions, etc.) that you can optimise.

  

  It’s one (and usually the first) part of a wider CRO strategy. 

  For example, an online retailer might run a CRO audit to discover why cart abandonment rates are high. The audit may throw up several potential problems (like a confusing checkout form and poor navigation), which the retailer can then spend time optimising using A/B tests. 

  Why run a CRO audit ?

  A CRO audit can be a lot of work, but it’s well worth the effort. Here are the benefits you can expect from running one.

  Generate targeted and relevant insights

  You’ve probably already tested some “best practice” conversion rate optimisations, like changing the colour of your CTA button, adding social proof or highlighting benefits to your headlines. 

  These are great, but they aren’t tailored to your audience. Running a CRO audit will ensure you find (and rectify) the conversion bottlenecks and barriers that impact your users, not someone else’s.

  Improve conversion rates

  Ultimately, CRO audits are about improving conversion rates and increasing revenue. Finding and eliminating barriers to conversion makes it much more likely that users will convert. 

  But that’s not all. CRO audits also improve the user experience and customer satisfaction. The audit process will help you understand how users behave on your website, allowing you to create a more user-friendly customer experience. 

  A 10-step process for running your first CRO audit 

  Want to conduct your first CRO audit ? Follow the ten-step process we outline below :

  

  1. Define your goals

  Start your CRO audit by setting conversion goals that marry with the wider goals of your business. The more clearly you define your goals, the easier it will be to evaluate your website for opportunities. 

  Your goals could include :

  • Booking more trials
  • Getting more email subscribers
  • Reducing cart abandonments

  You should also define the specific actions users need to take for you to achieve these goals. For example, users will have to click on your call-to-action and complete a form to book more trials. On the other hand, reducing cart abandonments requires users to add items to their cart and click through all of the forms during the checkout process. 

  If you’re unsure where to start, we recommend reading our CRO statistics roundup to see how your site compares to industry averages for metrics like conversion and click-through rates. 

  You’ll also want to ensure you track these conversion goals in your web analytics software. In Matomo, it only takes a few minutes to set up a new conversion goal, and the goals dashboard makes it easy to see your performance at a glance. 

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  2. Review your analytics

  With your goals in mind, the next step is to dive into your website analytics and identify pages that need improvement.

  Consider the following conversion metrics when analysing pages :

  • Conversion rate
  • Average time on page
  • Average order value
  • Click-through rate

  Ensure you’re analysing metrics aligning with the goals you set in step one. Average order value could be a great metric to track if you want to reduce cart abandonments, for example, but it’s unsuitable to get more email subscribers.

  3. Research the user experience

  Next, you’ll want to gather user experience data to better understand how potential customers use your website and why they aren’t converting as often as you’d like. 

  You can use several tools for user behaviour analysis, but we recommend heatmaps and session recordings.

  Heatmaps visually represent how users click, move and scroll your website. It will show where visitors place their attention and which page elements are ignored. 

  Take a look at this example below from our website. As you can see, the navigation, headline and CTA get the most attention. If we weren’t seeing as many conversions as we liked and our CTAs were getting ignored, that might be a sign to change their colour or placement. 

  

  Session recordings capture the actions users take as they browse your website. They let you watch a video playback of how visitors behave, capturing clicks and scrolls so you can see each visitor’s steps in order. 

  Session recordings will show you how users navigate and where they drop off. 

  4. Analyse your forms

  Whether your forms are too confusing or too long, there are plenty of reasons for users to abandon your forms. 

  But how many forms are they abandoning exactly and which forms are there ?

  That’s what form analysis is for. 

  Running a form analysis will highlight which forms need work and reveal whether forms could be contributing to a page’s poor conversion rate. It’s how Concrete CMS tripled its leads in just a few days.

  Matomo’s Form Analytics feature makes running form analysis easy.

  

  Just open up the forms dashboard to get a snapshot of your forms’ key metrics, including average hesitation time, starter rate and submission rates. 

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  5. Analyse your conversion funnel

  Next, analyse the conversion funnel to see if there’s an obvious bottleneck or several pages where visitors abandon your desired action. Common conversion abandonment points are shopping carts and forms.

  

  For example, you could find there is a drop-off in conversions between checking out and making a purchase or between booking a demo and signing up for a subscription. Understanding where these drop-offs occur lets you dig deeper and make targeted improvements.

  Don’t worry if you’ve got a very long funnel. Start at the bottom and work backward. Problems with the pages at the very end of your funnel tasked with converting customers (landing pages, checkout pages, etc.) will have the biggest impact on your conversion rate. So, it makes sense to start there. 

  6. Analyse campaigns and traffic sources (marketing attribution)

  It’s now time to analyse traffic quality to ensure you’re powering your conversion optimisation efforts with the best traffic possible. 

  This can also help you find your best customers so you can focus on acquiring more of them and tailoring your optimisation efforts to their preferences. 

  Run a marketing attribution report to see which traffic sources generate the most conversions and have the highest conversion rates. 

  

  Using marketing attribution is crucial here because it gives a fuller picture of how customers move through their journey, recognising the impact of various touchpoints in making a decision, unlike last-click attribution, which only credits the final touchpoint before a conversion.

  7. Use surveys and other qualitative data sources

  Increase the amount of qualitative data you have access to by speaking directly to customers. Surveys, interviews and other user feedback methods add depth and context to your user behaviour research.

  Sure, you aren’t getting feedback from hundreds of customers like you do with heatmaps or session recordings, but the information can sometimes be much richer. Users will often tell you outright why they didn’t take a specific action in a survey response (or what convinced them to convert). 

  Running surveys is now even easier in Matomo, thanks to the Matomo Surveys third-party plugin. This lets you add a customisable survey popup to your site, the data from which is automatically added to Matomo and can be combined with Matomo segments.

  8. Develop a conversion hypothesis

  Using all of the insights you’ve gathered up to this point, you can now hypothesise what’s wrong and how you can fix it. 

  Here’s a template you can use :

  

  This could end up looking something like the following :

  Based on evidence gathered from web analytics and heatmaps, moving our signup form above the fold will fix our lack of free trial signups, improving signups by 50%.

  

  Make sure you write your hypothesis down somewhere. Matomo lets you document your hypothesis when creating an A/B test, so it’s easy to reflect on when the test finishes. 

  9. Run A/B tests

  Now, it’s time to put your theory into practice by running an A/B test.

  Create an experiment using a platform like Matomo that creates two different versions of your page : the original and one with the change you mentioned in your hypothesis. 

  There’s no set time for you to run an A/B test. Just keep running it until the outcome is statistically significant. This is something your A/B testing platform should do automatically. 

  A statistically significant result means it would be very unlikely the outcome doesn’t happen in the long term.

  

  As you can see in the image above, the wide header variation has significantly outperformed both the original and the other variation. So we can be pretty confident about making the change permanent. 

  If the outcome of your A/B test also validates your conversion hypothesis, you can implement the change. If not, analyse the data, brainstorm another hypothesis and run another A/B test. 

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  10. Monitor and iterate

  You need to develop a culture of continuous improvement to succeed with conversion rate optimisation. That means constantly monitoring your conversion goals and running tests to improve your metrics. 

  While you don’t need to run a conversion audit every month, you should run audits regularly throughout the year.

  How often should you conduct a CRO audit ? 

  You should conduct a CRO audit fairly regularly. 

  We recommend creating a CRO schedule that sees you run a CRO audit every six to 12 months. That will ensure you continue identifying problem pages and keeping your conversion rates competitive. 

  Regular CRO audits will also account for evolving consumer behaviours, changes in your industry and your own business goals, all of which can impact your approach conversion rate optimisation. 

  Run your CRO audit with Matomo

  A CRO audit process is the only way you can identify conversion optimisation methods that will work for your site and your target audience. It’s a methodical, data-backed strategy for making targeted improvements to send conversion rates soaring. 

  There are a lot of steps to complete, but you don’t need dozens of tools to run a CRO audit process. 

  Just one : Matomo.

  Unlike other web analytics platforms, like Google Analytics, Matomo has the built-in tools and plugins to help with every step of the CRO audit process, from web analytics to conversion funnel analysis and A/B testing. With its accurate, unsampled data and privacy-friendly tracking, Matomo is the ideal choice for optimising conversions. 

  Learn how to increase your conversions with Matomo, and start a free 21-day trial today. No credit card required.

  Try Matomo for Free

  21 day free trial. No credit card required.

  
  

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