Author: Geoffrey Archer
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Beyond Funnels: How to See What Visitors Actually Did Before Converting
Marketers love a good journey. Customer journeys, re-engagement, onboarding, and purchase journeys! We love it all! Unfortunately, most of these journeys are nothing more than buzzwords unless they’re put into action. I mean, we get bits and pieces. We know people land on this webpage and convert. We know that they came from this traffic…
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How to Accomplish Audience Research and Drive Success in the Age of AI
Audience profiles, like the ones you can enrich with Reddit data, are not enough for your digital marketing strategy. Your strategy depends completely on mapping your audience to conversion channels and intents. In an ideal world, sure, we could put together a list of people, reduce them to a few general archetypes, find them online,…
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Event-Scoped Custom Dimensions in GA4: A Practical Guide for Marketers
Google Analytics 4 can tell you that someone clicked a button, submitted a form or watched a video. But marketers usually need to know more than what happened. They also need to know: That additional context is where event-scoped custom dimensions become valuable. Event-scoped custom dimensions allow marketers to turn the extra information attached to…
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Why Website Migrations Fail: The Ugly Truth About Domain Switching
Website migrations are not easy. Especially if you are changing your domain name, i.e., moving from domaina.com to domainb.com. They require a full mapping of your website, updates to your Search Console account, robots.txt file, sitemap, canonicals, DNS, internal links, and submission of the new site to a range of directories. All that work, though,…
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GA4 Internal Traffic Exclusion Setup Guide
This guide explains how to set up internal traffic labeling and exclusion in Google Tag Manager (GTM) and GA4 for any website you manage. This setup uses: What this setup does When someone visits a website with a special URL parameter, GTM stores a cookie in their browser. On future visits, GTM reads that cookie…
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35+ Marketing Campaign Ideas to Ignite Your Content Strategy
Inspiration can be hard to come by these days, but you don’t need to make a monumental effort to create impactful content. With a little creativity and strategy, you can produce great content without requiring massive resources. Great content is currency on the internet. It attracts your ideal audience, positions you as an authority, and…
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AI Is Changing Search, Not Marketing: Why Brand Intent Matters More Than Ever
AI is changing how information is distributed. Search engines are answering more questions directly. Website traffic patterns are shifting. Organic visibility is becoming less predictable. For marketers, particularly those working in SEO, these changes can feel disruptive. But AI is not fundamentally changing the goal of marketing. The goal is still to create enough awareness,…
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How I Trained My AI to Actually Think Like an Analyst
I got curious about how my own brain works. Not in a philosophical way, in a practical one. I wanted to understand what was actually happening when I dug into a client report and started pulling on threads. What moves was I making? In what order? And could I teach an AI to do the…
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Why CPC, CPM, and Smart Bidding Confuse Everyone
Is it right to blame all our woes on Google? Not necessarily. I don’t think it’s Google’s fault I burned myself on a pan this morning. But I do think it’s Google’s fault that I spent years being deeply confused about CPC vs CPM, Smart Bidding, conversion optimization, bid caps, automated delivery strategies, and whatever…
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Best and Worst Link Building Ideas in 2024
Link building is a controversial subject. For some SEOs, it was never a concern. For others, it’s the answer to everything. For me, the truth lies somewhere in between because I’ve seen firsthand the impact of both spammy and authoritative links. For example, when I helped my real estate client land a placement in Housing…