1 Google Positioning: How to Manage Fluctuations
Posted: Sun Jan 12, 2025 6:25 am
SEO Ranking Drop: What Is It and Why Does It Happen?
Have you noticed a change in your keyword rankings recently, i.e. a drop in SEO rankings ? Were you hoping it was temporary and that you would quickly return to the top spot? Have you searched for a Google algorithm update and found nothing?
As you may know, many factors contribute to keyword rankings , so it can be difficult to pinpoint just one reason why your rankings may have dropped. Here are some of the main reasons why we tend to see fluctuations in our rankings, as well as some of the things we can do to get back to the top quickly.
These reasons are also the reasons why SEO is never “done”: SEO optimization is an ever-evolving process: keeping up with your competitors is essential to ensure you have the best chance of always ranking #1.
1. Backlink Volume and Quality
It’s helpful to think of backlinks as a form of review or recommendation. The more recommendations a site has for a keyword, the more trustworthy the site is in Google’s eyes. The more trustworthy the site is, the more likely Google is to recommend that site to its customers. If you don’t have as many high-quality backlinks as some of your competitors for Google search, this could be a major reason why your rankings have dropped.
Solution : Link building is one of our main lines of service for a reason, as building quality backlinks at scale is essentially impossible to do on your own. If you are a client of ours, this will be one of the best ways to set yourself up for success if you notice fluctuations in your rankings. We have built relationships with editorial networks, journalists, website owners, etc. and guarantee you quality, effective backlinks to their site. If you don’t have an SEO agency to turn to, it’s time to contact us!
2. Quality On-Page Content
The old saying “content is king” exists for a reason. Content, of course, is very important in achieving and maintaining high keyword rankings.
Google has the entire Internet to scan and read! It is important to make the specific themes of our content very clear to Google, on each individual page. Without clarity, your page will become outranked by more targeted and optimized pages, which will surpass it in Google's SERP.
Solution : SEO content optimization is obviously the key to making your content sing, not only to readers, but to Google. Make sure you follow SEO content creation best practices. At Ottobix, as part of SEO campaigns , we can help you write or optimize previously written content, to make Google understand what the topic is and what keywords it should rank for.
3. Quality content on the domain
It may seem like a strange metaphor, but websites are like human bodies. If you want your body or website to be in tip-top shape, you have to keep it active. You can’t go to the gym once and miraculously be in great shape.
Google prefers to rank active websites over inactive websites.
Google doesn't know if you've gone out of business, are off-season, or are focused on a rebranding strategy for the next quarter. All Google knows is that you have very few pages with quality content and haven't published a new blog in a few months.
Solution : There’s no better time than now to start writing quality articles that serve your customers and are also optimized for Google. Create a content calendar and commit to publishing a new quality blog every two weeks (at least). If you need more help producing this content, let us know.
4. Maintain a technically clean and organized site
Following the previous metaphor, if backlinks and content are equivalent to going to the gym and eating well, maintaining a technically clean and organized site is equivalent to sleeping all night.
Too many metaphors? Ok, enough.
In any case, Google's priority is to understand your individual pages and your domain as a whole. If you have too many dead ends (404s), too many detours (redirects) or other technical issues that prevent Google from easily navigating your site and understanding the relationships of each URL, Google will stop crawling it,
Solution : Our technical audits are performed in the first month of our partnership because fixing these items is critical for your site and stabilizing keyword positions. Some of these recommendations can take time to clean up if you have an older or larger site, so getting started quickly is key. Our recommendations should be prioritized if we want to see stable, high-ranking keywords.
5. Keyword Cannibalization
Keyword cannibalization occurs when multiple pages compete for the same topic. This can be difficult for internal marketing teams to diagnose. The pages may seem distinct to you as an expert in your particular industry, but if Google doesn’t understand the distinction, keyword cannibalization may occur.
It is especially common among niche businesses and their websites. If you have a technical product that a layperson would not easily understand, you are more likely to experience keyword cannibalization. When Google sees two pages on a domain that target the same topic, it will split the authority. Eventually, you end up with two pages that rank poorly for a keyword. You may also see keywords change positions drastically due to keyword cannibalization.
Solution : We look for these types of issues in our preliminary audit, but they can always pop up later. Let us know if you think you might have some keyword cannibalization on your site. We’ll be happy to investigate and provide recommendations to fix the problem.
6. Internal Links
The more internal links a page has, the more important the page is to Google. The more important the page appears to Google, the more likely Google will rank that page highly. The great thing is that you control all the internal links on your website!
Solution : Find ways to incorporate more internal links in your blog posts to your landing pages. Refer to our keyword research and use your landing page keywords as anchor text. Be careful not to over-link a blog post. We recommend 3-5 internal links in each blog post.
7. Making changes to a page
When we see keyword fluctuations, it’s often associated with someone making changes to one or more pages. As we said before: backlinks, content, internal links, and more all factor into keyword position rankings. Any changes that alter these elements could impact the keyword’s position in Google.
Solution : Check if there have been any changes to the previously ranked page, especially content changes. Have there been any changes to the URL or website structure? Have you added more pages or blogs on the domain that could be cannibalizing? Have you deleted old posts that linked to that page? Let us know and we can help provide next steps to stabilize your keyword rankings.
8. Competitors
Unfortunately, the number of first page positions on Google is limited. If competitors start increasing their SEO efforts, they become a threat to dethrone you.
SEO is a battle and sometimes your competitors can beat you.
You never know when they will start investing in SEO.
Solution : If you notice competitors running circles around you, we can run a competitive analysis on certain keywords that we are seeing fluctuations on to see how you stack up against your competitors and what you need to focus on to regain dominance over them.
9. Google Algorithm Changes
Google is constantly making small changes to its algorithm , sometimes multiple times a day. Remember that Google is a business. To keep their users, they need to produce the best search product on the market.
This means that the pages that rank #1 must best match the intent and desire of the customer when searching for a keyword.
Just as we marketers run A/B tests, they also change the rules of the game. Google will sometimes change their interpretation of a keyword search to see if customers stay on those pages longer than previously ranked pages. In addition to your competitors and you, Google is constantly changing the factors that affect rankings.
Solution : The last thing we want to do is be shortsighted or overreact to changes. At Ottobix, we monitor keyword ranking changes, as well as broader industry and topic changes on Google.
SEO is a long-term game: if you are looking to increase your positioning, contact us in the appropriate section for a free strategic consultation.
Google Analytics Guide 2021: What It Is and How to Use It
If you don’t have Google Analytics (GA) installed on your website and aren’t using it to track who visits your web pages and where they come from, then this Google Analytics guide is for you! This introductory guide covers everything a beginner needs to know to use GA to gain critical insights into SEO, content, conversions, and more.
Contents
1 Google Analytics Guide 2021: What It Is and How to Use It
2 What is Google Analytics for?
3 Why should you bother learning how to use Google Analytics?
4 Who should use Google Analytics?
4.1 Google Analytics is particularly useful for:
5 How to Set Up Google Analytics
5.1 Google Analytics Tracking Code
5.2 Adding GA to your website
6 How to Use the Google Analytics Dashboard
6.1 Google Analytics Dashboard
7 How to Use Google Analytics Reports
7.1 Google Analytics Audience Reports
7.2 Google Analytics Acquisition Reports
7.3 Acquisition data
7.4 Behavior Reports
7.5 How to Use Google Analytics: 5 Tips and Strategies
8 The rest is up to you
What is Google Analytics for?
Google Analytics is a free online application for analyzing your website traffic from all sources, devices and operating systems.
With Google Analytics you can get a clear picture of:
How visitors find your website;
How long visitors stay on your website;
What pages people visit;
What devices do people use to visit your website;
Audience insights, such as geolocation and demographics;
You can use GA to analyze traffic data over any time period you choose. Integrating Google Analytics into your reporting process helps you build a complete picture of your overall marketing and tracking activities.
Why should you bother learning how to use Google Analytics?
Understanding how people find and interact with your website is the first step to understanding the impact of your SEO Strategy and continually improving your website, as well as optimizing Search Intent SEO . Until you know who is visiting your website and how they are getting there, you cannot assess the impact of your marketing efforts and improve them.
Google Analytics is the ultimate tool for tracking website metrics because it is free, relatively easy to learn, and packed with powerful insights.
You can use Google Analytics to:
Inform decisions about where to allocate your resources.
Identify where your traffic drops to optimize your website for a better user experience.
Identify inefficiencies between visitor entry and conversion to streamline your marketing funnel.
Discover who your audience is, where they come from, and what type of content they engage with. Track the impact of your SEO efforts.
In a world where data drives decisions, learning Google Analytics and understanding how to use it is a critical skill for every marketer.
Who should use Google Analytics?
Anyone who runs a website and cares about improving their traffic or sales should learn how to use Google Analytics . Whether you are new to digital marketing or have been marketing online for years, Google Analytics is a vital tool in every marketer’s toolkit.
Google Analytics is especially useful for:
Business Owners : Google Analytics can provide a high-level understanding of who is visiting your website and access to granular information that helps you allocate your marketing budget to the marketing strategies that produce the best results.
Webmasters : Use Google Analytics to map the overall user experience so you can improve weaknesses and leverage your strengths.
Content Marketer : Track how visitors find your content, which topics are garnering engagement, research content opportunities, and monitor search visibility.
Sales : See high-level patterns in the customer journey from first touchpoint to conversion (or exit), and drill down into granular data to understand who’s buying, who’s not, and why.
Marketers : Learn which traffic sources are driving revenue and dig deeper into the keywords you’re ranking for to formulate a plan to improve your SEO strategy.
How to Set Up Google Analytics
Setting up Google Analytics isn't difficult, but there are a few steps involved, so take some time to work through the process without interruptions.
First, we recommend creating a Google Analytics account. You can start a GA account with an existing Gmail address or create a new one specifically to attach to Google Analytics. Once you have your account set up, you can generate a tracking code that you will insert into your website, which allows GA to insert data from the site into your dashboard.
Inside your Google Analytics dashboard, click on the “Admin” tab from the menu on the left side of the page:
Getting Started with Google Analytics – Admin TabThe admin dashboard has a section called Tracking Information where you will get the code to connect your website, so click on that in the center of the screen:
GA Tracking InfoNext, Tracking Info will expand into its own menu, then you can click on Tracking Code.
Google Analytics Tracking Code
Once you are on the Tracking Code screen, you will see a Tracking ID number and some HTML code. Keep the HTML code handy in Notepad or on your Google Analytics tab, as many content management systems (CMS) will require it when implementing GA on your site.
Add GA to your website
The next steps for setting up Google Analytics will be different depending on which CMS you have and the method you prefer to use to enable GA on your website.
Here are some resources you can use:
WordPress – Theme editor and plugin methods
Shopify
Google Tag Manager
After adding GA to your site, go back to the Google Analytics tab and click “Send test traffic” to make sure everything is working properly.
How to Use Google Analytics Dashboard
Even before you dig into the menus, the main dashboard provides instant access to valuable data and insights. Each widget in the main dashboard provides a snapshot of the underlying analytics report data , so you can decide what’s worth exploring.
Adjust the dates in each widget to see your traffic over any time period, or click the buttons in the lower right corner of each panel to drill down into specific data.
From the main dashboard, you will see general data about your website traffic: users, sessions, bounce rate, duration and active users in real time:
Google Analytics Dashboard
The next widget is for traffic sources. The bar graph shows different shades of blue for each source: direct traffic, organic search, paid advertising, social media, referrals and email newsletters, and more.
GA Traffic Sources
The main Google Analytics dashboard also offers visualizations that show your active users over time in a handy line graph along with retention rates for cohort analysis:
GA cohort analysis
This section tells you when, where and how visitors access your website. You can analyze your audience based on their country of origin associated with their IP address, along with their preferred times to visit your website and what devices they use.
Note that the menus along the left side of the dashboard and the buttons in the lower right corner of each widget provide further detail on each topic.
Google Analytics also offers useful information on the right side of the dashboard screen. Google Analytics Intelligence will inform you of specific patterns, suggestions for improvement, areas of weakness, and more, all based on your custom website data.google analytics intelligence
Once you have a basic understanding of your traffic from the dashboard, you can switch to the main menu on the left to create reports or explore deeper insights.
The first menu item covers real-time visitor traffic. You can find out who is currently on your website, where they are visiting from, what pages they are viewing, and more.
Acquisition reports explain how visitors find your website. The overview covers traffic sources like organic search, social media, and direct traffic. Drill down to see granular data on individual visits or analyze trends over time.
Behavior reports show how people interact with your website once they arrive. See which pages people land on, how long they stay on each page and across your entire site, and spot opportunities to clean up your site speed or user experience.
Last but not least, the Conversions section breaks down the most important actions that occur on your site, including e-commerce purchases, email signups, form completions, file downloads, and phone calls. Use this section to track conversion rates so you can focus your efforts on areas that generate significant engagement, such as:
Traffic sources
Content Types
Social Media Channels
How to Use Google Analytics Reports
There are dozens of different reports in Google Analytics, each of which can be sorted and filtered to suit your specific needs. The possibilities are almost endless.
However, it is advisable to group reports according to three main purposes:
Audience Reports
Acquisition reports
Behavior Reports
These groupings will keep your data focused on specific goals so you can prioritize the insights you want to act on.
Google Analytics Audience Reports
Your audience analytics reports help you understand the real people visiting your website. From the left menu, click Audience and then Overview and you will see a view of your overall traffic.
In the left corner of the Audience Overview screen, you'll also see a widget with options to explore which operating systems your visitors are using and which countries, cities, and devices they're visiting from. You can even view basic demographic information.Google Audience Reports
Back in the left menu under Audience Insights, click Interests and Google Analytics will reveal the topics your audience is interested in and what percentage of your audience belongs to each segment:
Google Analytics Audience Data The Audience tab has tons of other data to explore, so experiment with custom reporting or get creative with your other audience insights.
Google Analytics Acquisition Reports
Acquisition reports are critical because they tell you how people find your website . You can’t drive more traffic to your website if you don’t know where people are finding you.
To evaluate which traffic sources produce higher-quality visits, such as longer session durations, better conversion rates, or high levels of engagement, compare the results of your acquisition reports in the context of your behavioral data.
Compare your acquisition report results in the context of your behavioral data to see which sources are bringing you the most qualified traffic.
Download a report from your main acquisition dashboard to see where your visitors are coming from, or customize your own reports.
Acquisition data
Your Google Analytics acquisition data also includes in-depth reports like social data to track how visitors find your website from social media and how they behave once they are on your page.
Behavior Reports
The last type of report you’ll want to explore covers data on how people interact with your website . Here, you can unlock vital information on things like session duration, bounce rate, where people exit your site, and more.
Other tabs in the Behavior menu cover granular data about specific user journeys through your website content, from first touchpoint to conversion or exit.
How to Use Google Analytics: 5 Tips and Strategies
Even with everything we’ve covered in this guide, we’ve only scratched the surface of what Google Analytics has to offer. But get started with these six tips, and before you know it, you’ll be well on your way to mastering advanced data analysis with GA.
Stay focused on your goals
Google Analytics can be overwhelming. So always open the platform with a specific goal in mind to avoid getting distracted and wandering down a rabbit hole. (Although sometimes you learn interesting things in the rabbit holes!)
Check your internal search terms
In the Behavior section of the Google Analytics menu, the Site Search reports will reveal great insights into what people are typing into your website’s internal search bar. Use this data to identify gaps in your content, expand your content, and improve your site’s navigation.
Integrate with other analytics tools
Google Analytics is amazing on its own, but you can double the benefits by integrating it with other tools. For example, email marketing, social media, CRM, and other marketing tools can integrate seamlessly with Google Analytics to bring together data from other sources.
Track Customer Journeys
In the Behavior menu tab, click Behavior Flow and Google Analytics will show a playback for each website session. This is useful for tracking patterns on the customer journey to purchase, identifying gaps where potential customers drop off, and strengthening the overall user experience on your website.customer journeys in google analytics
Analyze Website Speed
The speed of your website impacts your SEO and on-site behavior. That's why Google Analytics has evolved to include several sections dedicated solely to improving your website speed.
Google Analytics will analyze individual page load times for your top pages over a given period and will also provide personalized suggestions to improve your load time if needed.
The rest is up to you
Google Analytics provides vital data about your website traffic sources, audience demographics, and user behavior. Every marketer should know how to use GA to gain insights and put their data to good use. I hope this GA introductory guide encourages you to dig deeper and learn more about the numbers behind your digital marketing efforts.
Are competing priorities pushing SEO into the background? We can help! Ottobix is your SEO partner. Contact us for a free consultation.
Security for companies and Digital Transformation: an inseparable combination
Technological evolution and the digital age have brought with them not only unprecedented opportunities, but also new security challenges for companies . Digital Transformation has profoundly changed the way organizations operate, making a close integration between Digital Transformation and corporate security essential. In this article, we will explore how these two components have become an inseparable pair and what measures companies should take to ensure a secure Digital Transformation.
Contents
1 Security for companies and Digital Transformation: an inseparable combination
2 Digital Transformation and the Business Context
3 Safety as a fundamental pillar
4 Essential Measures for a Secure Digital Transformation
5 Digital Transformation and Security: A Challenge and an Opportunity
Digital Transformation and the Business Context
Digital Transformation represents a profound revolution in the business approach. The adoption of cutting-edge technologies, such as artificial intelligence, the Internet of Things (IoT), and data analytics, has the potential to completely transform business operations. However, this transformation cannot be considered complete without adequate consideration for cybersecurity.
Safety as a fundamental pillar
Security for companies has become a fundamental pillar in a context of Digital Transformation. Companies, for example manufacturers of clean rooms , or Starboy products , must protect not only their data, but also customer trust and corporate reputation. This is why cybersecurity must be considered from the beginning of any Digital Transformation initiative.
Essential measures for a secure Digital Transformation
Risk Assessment : Before embarking on any digital transformation project, companies should conduct a comprehensive risk assessment to identify potential vulnerabilities and threats.
Data Protection : Data protection should be a top priority. Implementing robust data security policies and encrypting sensitive information is essential.
Employee awareness : Employees should be trained in cybersecurity and aware of potential threats, such as phishing and malware.
Controlled Access : Access to corporate systems and data should be limited to only those who need it. The principle of “least privilege principle” is crucial.
Constant monitoring : Constant monitoring of IT systems allows for timely identification of threats and appropriate response.
Incident Response Planning : Organizations should have a clear incident response plan in place for security breaches.
Digital Transformation and Security: A Challenge and an Opportunity
While digital transformation can be a security challenge, it is also an opportunity to improve the robustness and resilience of business systems. Modern technology offers advanced security solutions, such as behavioral analytics, threat automation, and endpoint protection.
In conclusion, Digital Transformation and security for companies are two inseparable aspects of modern business evolution. Companies that proactively address this challenge, investing in cybersecurity and integrating it from the beginning of their Digital Transformation, will be in a stronger position to seize the opportunities of the future and protect their corporate assets.
Google Ranking: How to Handle Fluctuations
Have you ever wanted to get great results from your Google rankings too quickly?
You publish a new piece of content and wait, with bated breath, for it to rank on Google’s search engine results pages (SERPs). Then, lo and behold! It climbs the rankings from the bottom of page ten to the top.
The next day, however, you find the same content on the seventh, eighth page. You despair, you don't understand why, but... the next day you are on the front page again.
What's going on?!
This is the so-called “Google Dance,” the mysterious search azerbaijan phone data engine ranking volatility that occurs when web pages are subject to rapid changes in Google rankings for no apparent reason.
These search fluctuations may seem random, but rest assured, there's a reason for everything.
Contents
3 Google Fluctuations: Why Do They Happen?
4 Why does Google's algorithm purposely create search fluctuations?
5 Floating Search Results
6 How to Make the Most of Google's SERP Changes
7 Frequently Asked Questions About Ranking Fluctuations
7.1 How often does the Google dance happen?
7.2 Google Positioning: Factors That Determine Fluctuations
7.3 Why does my Google ranking keep changing?
7.4 How often does Google change its algorithm?
8 Google Positioning: Conclusions
Google Dance, what is it?
The Google Dance, or ironically named Google Dance, refers to the rapid changes in the SERP that a new or updated web page experiences as Google attempts to figure out its ideal position for a given query.
Essentially, shortly after Google indexes a page, it tests it to determine its ranking. When your page reaches the top of the search results, Google measures how users interact with it.
Have you noticed a change in your keyword rankings recently, i.e. a drop in SEO rankings ? Were you hoping it was temporary and that you would quickly return to the top spot? Have you searched for a Google algorithm update and found nothing?
As you may know, many factors contribute to keyword rankings , so it can be difficult to pinpoint just one reason why your rankings may have dropped. Here are some of the main reasons why we tend to see fluctuations in our rankings, as well as some of the things we can do to get back to the top quickly.
These reasons are also the reasons why SEO is never “done”: SEO optimization is an ever-evolving process: keeping up with your competitors is essential to ensure you have the best chance of always ranking #1.
1. Backlink Volume and Quality
It’s helpful to think of backlinks as a form of review or recommendation. The more recommendations a site has for a keyword, the more trustworthy the site is in Google’s eyes. The more trustworthy the site is, the more likely Google is to recommend that site to its customers. If you don’t have as many high-quality backlinks as some of your competitors for Google search, this could be a major reason why your rankings have dropped.
Solution : Link building is one of our main lines of service for a reason, as building quality backlinks at scale is essentially impossible to do on your own. If you are a client of ours, this will be one of the best ways to set yourself up for success if you notice fluctuations in your rankings. We have built relationships with editorial networks, journalists, website owners, etc. and guarantee you quality, effective backlinks to their site. If you don’t have an SEO agency to turn to, it’s time to contact us!
2. Quality On-Page Content
The old saying “content is king” exists for a reason. Content, of course, is very important in achieving and maintaining high keyword rankings.
Google has the entire Internet to scan and read! It is important to make the specific themes of our content very clear to Google, on each individual page. Without clarity, your page will become outranked by more targeted and optimized pages, which will surpass it in Google's SERP.
Solution : SEO content optimization is obviously the key to making your content sing, not only to readers, but to Google. Make sure you follow SEO content creation best practices. At Ottobix, as part of SEO campaigns , we can help you write or optimize previously written content, to make Google understand what the topic is and what keywords it should rank for.
3. Quality content on the domain
It may seem like a strange metaphor, but websites are like human bodies. If you want your body or website to be in tip-top shape, you have to keep it active. You can’t go to the gym once and miraculously be in great shape.
Google prefers to rank active websites over inactive websites.
Google doesn't know if you've gone out of business, are off-season, or are focused on a rebranding strategy for the next quarter. All Google knows is that you have very few pages with quality content and haven't published a new blog in a few months.
Solution : There’s no better time than now to start writing quality articles that serve your customers and are also optimized for Google. Create a content calendar and commit to publishing a new quality blog every two weeks (at least). If you need more help producing this content, let us know.
4. Maintain a technically clean and organized site
Following the previous metaphor, if backlinks and content are equivalent to going to the gym and eating well, maintaining a technically clean and organized site is equivalent to sleeping all night.
Too many metaphors? Ok, enough.
In any case, Google's priority is to understand your individual pages and your domain as a whole. If you have too many dead ends (404s), too many detours (redirects) or other technical issues that prevent Google from easily navigating your site and understanding the relationships of each URL, Google will stop crawling it,
Solution : Our technical audits are performed in the first month of our partnership because fixing these items is critical for your site and stabilizing keyword positions. Some of these recommendations can take time to clean up if you have an older or larger site, so getting started quickly is key. Our recommendations should be prioritized if we want to see stable, high-ranking keywords.
5. Keyword Cannibalization
Keyword cannibalization occurs when multiple pages compete for the same topic. This can be difficult for internal marketing teams to diagnose. The pages may seem distinct to you as an expert in your particular industry, but if Google doesn’t understand the distinction, keyword cannibalization may occur.
It is especially common among niche businesses and their websites. If you have a technical product that a layperson would not easily understand, you are more likely to experience keyword cannibalization. When Google sees two pages on a domain that target the same topic, it will split the authority. Eventually, you end up with two pages that rank poorly for a keyword. You may also see keywords change positions drastically due to keyword cannibalization.
Solution : We look for these types of issues in our preliminary audit, but they can always pop up later. Let us know if you think you might have some keyword cannibalization on your site. We’ll be happy to investigate and provide recommendations to fix the problem.
6. Internal Links
The more internal links a page has, the more important the page is to Google. The more important the page appears to Google, the more likely Google will rank that page highly. The great thing is that you control all the internal links on your website!
Solution : Find ways to incorporate more internal links in your blog posts to your landing pages. Refer to our keyword research and use your landing page keywords as anchor text. Be careful not to over-link a blog post. We recommend 3-5 internal links in each blog post.
7. Making changes to a page
When we see keyword fluctuations, it’s often associated with someone making changes to one or more pages. As we said before: backlinks, content, internal links, and more all factor into keyword position rankings. Any changes that alter these elements could impact the keyword’s position in Google.
Solution : Check if there have been any changes to the previously ranked page, especially content changes. Have there been any changes to the URL or website structure? Have you added more pages or blogs on the domain that could be cannibalizing? Have you deleted old posts that linked to that page? Let us know and we can help provide next steps to stabilize your keyword rankings.
8. Competitors
Unfortunately, the number of first page positions on Google is limited. If competitors start increasing their SEO efforts, they become a threat to dethrone you.
SEO is a battle and sometimes your competitors can beat you.
You never know when they will start investing in SEO.
Solution : If you notice competitors running circles around you, we can run a competitive analysis on certain keywords that we are seeing fluctuations on to see how you stack up against your competitors and what you need to focus on to regain dominance over them.
9. Google Algorithm Changes
Google is constantly making small changes to its algorithm , sometimes multiple times a day. Remember that Google is a business. To keep their users, they need to produce the best search product on the market.
This means that the pages that rank #1 must best match the intent and desire of the customer when searching for a keyword.
Just as we marketers run A/B tests, they also change the rules of the game. Google will sometimes change their interpretation of a keyword search to see if customers stay on those pages longer than previously ranked pages. In addition to your competitors and you, Google is constantly changing the factors that affect rankings.
Solution : The last thing we want to do is be shortsighted or overreact to changes. At Ottobix, we monitor keyword ranking changes, as well as broader industry and topic changes on Google.
SEO is a long-term game: if you are looking to increase your positioning, contact us in the appropriate section for a free strategic consultation.
Google Analytics Guide 2021: What It Is and How to Use It
If you don’t have Google Analytics (GA) installed on your website and aren’t using it to track who visits your web pages and where they come from, then this Google Analytics guide is for you! This introductory guide covers everything a beginner needs to know to use GA to gain critical insights into SEO, content, conversions, and more.
Contents
1 Google Analytics Guide 2021: What It Is and How to Use It
2 What is Google Analytics for?
3 Why should you bother learning how to use Google Analytics?
4 Who should use Google Analytics?
4.1 Google Analytics is particularly useful for:
5 How to Set Up Google Analytics
5.1 Google Analytics Tracking Code
5.2 Adding GA to your website
6 How to Use the Google Analytics Dashboard
6.1 Google Analytics Dashboard
7 How to Use Google Analytics Reports
7.1 Google Analytics Audience Reports
7.2 Google Analytics Acquisition Reports
7.3 Acquisition data
7.4 Behavior Reports
7.5 How to Use Google Analytics: 5 Tips and Strategies
8 The rest is up to you
What is Google Analytics for?
Google Analytics is a free online application for analyzing your website traffic from all sources, devices and operating systems.
With Google Analytics you can get a clear picture of:
How visitors find your website;
How long visitors stay on your website;
What pages people visit;
What devices do people use to visit your website;
Audience insights, such as geolocation and demographics;
You can use GA to analyze traffic data over any time period you choose. Integrating Google Analytics into your reporting process helps you build a complete picture of your overall marketing and tracking activities.
Why should you bother learning how to use Google Analytics?
Understanding how people find and interact with your website is the first step to understanding the impact of your SEO Strategy and continually improving your website, as well as optimizing Search Intent SEO . Until you know who is visiting your website and how they are getting there, you cannot assess the impact of your marketing efforts and improve them.
Google Analytics is the ultimate tool for tracking website metrics because it is free, relatively easy to learn, and packed with powerful insights.
You can use Google Analytics to:
Inform decisions about where to allocate your resources.
Identify where your traffic drops to optimize your website for a better user experience.
Identify inefficiencies between visitor entry and conversion to streamline your marketing funnel.
Discover who your audience is, where they come from, and what type of content they engage with. Track the impact of your SEO efforts.
In a world where data drives decisions, learning Google Analytics and understanding how to use it is a critical skill for every marketer.
Who should use Google Analytics?
Anyone who runs a website and cares about improving their traffic or sales should learn how to use Google Analytics . Whether you are new to digital marketing or have been marketing online for years, Google Analytics is a vital tool in every marketer’s toolkit.
Google Analytics is especially useful for:
Business Owners : Google Analytics can provide a high-level understanding of who is visiting your website and access to granular information that helps you allocate your marketing budget to the marketing strategies that produce the best results.
Webmasters : Use Google Analytics to map the overall user experience so you can improve weaknesses and leverage your strengths.
Content Marketer : Track how visitors find your content, which topics are garnering engagement, research content opportunities, and monitor search visibility.
Sales : See high-level patterns in the customer journey from first touchpoint to conversion (or exit), and drill down into granular data to understand who’s buying, who’s not, and why.
Marketers : Learn which traffic sources are driving revenue and dig deeper into the keywords you’re ranking for to formulate a plan to improve your SEO strategy.
How to Set Up Google Analytics
Setting up Google Analytics isn't difficult, but there are a few steps involved, so take some time to work through the process without interruptions.
First, we recommend creating a Google Analytics account. You can start a GA account with an existing Gmail address or create a new one specifically to attach to Google Analytics. Once you have your account set up, you can generate a tracking code that you will insert into your website, which allows GA to insert data from the site into your dashboard.
Inside your Google Analytics dashboard, click on the “Admin” tab from the menu on the left side of the page:
Getting Started with Google Analytics – Admin TabThe admin dashboard has a section called Tracking Information where you will get the code to connect your website, so click on that in the center of the screen:
GA Tracking InfoNext, Tracking Info will expand into its own menu, then you can click on Tracking Code.
Google Analytics Tracking Code
Once you are on the Tracking Code screen, you will see a Tracking ID number and some HTML code. Keep the HTML code handy in Notepad or on your Google Analytics tab, as many content management systems (CMS) will require it when implementing GA on your site.
Add GA to your website
The next steps for setting up Google Analytics will be different depending on which CMS you have and the method you prefer to use to enable GA on your website.
Here are some resources you can use:
WordPress – Theme editor and plugin methods
Shopify
Google Tag Manager
After adding GA to your site, go back to the Google Analytics tab and click “Send test traffic” to make sure everything is working properly.
How to Use Google Analytics Dashboard
Even before you dig into the menus, the main dashboard provides instant access to valuable data and insights. Each widget in the main dashboard provides a snapshot of the underlying analytics report data , so you can decide what’s worth exploring.
Adjust the dates in each widget to see your traffic over any time period, or click the buttons in the lower right corner of each panel to drill down into specific data.
From the main dashboard, you will see general data about your website traffic: users, sessions, bounce rate, duration and active users in real time:
Google Analytics Dashboard
The next widget is for traffic sources. The bar graph shows different shades of blue for each source: direct traffic, organic search, paid advertising, social media, referrals and email newsletters, and more.
GA Traffic Sources
The main Google Analytics dashboard also offers visualizations that show your active users over time in a handy line graph along with retention rates for cohort analysis:
GA cohort analysis
This section tells you when, where and how visitors access your website. You can analyze your audience based on their country of origin associated with their IP address, along with their preferred times to visit your website and what devices they use.
Note that the menus along the left side of the dashboard and the buttons in the lower right corner of each widget provide further detail on each topic.
Google Analytics also offers useful information on the right side of the dashboard screen. Google Analytics Intelligence will inform you of specific patterns, suggestions for improvement, areas of weakness, and more, all based on your custom website data.google analytics intelligence
Once you have a basic understanding of your traffic from the dashboard, you can switch to the main menu on the left to create reports or explore deeper insights.
The first menu item covers real-time visitor traffic. You can find out who is currently on your website, where they are visiting from, what pages they are viewing, and more.
Acquisition reports explain how visitors find your website. The overview covers traffic sources like organic search, social media, and direct traffic. Drill down to see granular data on individual visits or analyze trends over time.
Behavior reports show how people interact with your website once they arrive. See which pages people land on, how long they stay on each page and across your entire site, and spot opportunities to clean up your site speed or user experience.
Last but not least, the Conversions section breaks down the most important actions that occur on your site, including e-commerce purchases, email signups, form completions, file downloads, and phone calls. Use this section to track conversion rates so you can focus your efforts on areas that generate significant engagement, such as:
Traffic sources
Content Types
Social Media Channels
How to Use Google Analytics Reports
There are dozens of different reports in Google Analytics, each of which can be sorted and filtered to suit your specific needs. The possibilities are almost endless.
However, it is advisable to group reports according to three main purposes:
Audience Reports
Acquisition reports
Behavior Reports
These groupings will keep your data focused on specific goals so you can prioritize the insights you want to act on.
Google Analytics Audience Reports
Your audience analytics reports help you understand the real people visiting your website. From the left menu, click Audience and then Overview and you will see a view of your overall traffic.
In the left corner of the Audience Overview screen, you'll also see a widget with options to explore which operating systems your visitors are using and which countries, cities, and devices they're visiting from. You can even view basic demographic information.Google Audience Reports
Back in the left menu under Audience Insights, click Interests and Google Analytics will reveal the topics your audience is interested in and what percentage of your audience belongs to each segment:
Google Analytics Audience Data The Audience tab has tons of other data to explore, so experiment with custom reporting or get creative with your other audience insights.
Google Analytics Acquisition Reports
Acquisition reports are critical because they tell you how people find your website . You can’t drive more traffic to your website if you don’t know where people are finding you.
To evaluate which traffic sources produce higher-quality visits, such as longer session durations, better conversion rates, or high levels of engagement, compare the results of your acquisition reports in the context of your behavioral data.
Compare your acquisition report results in the context of your behavioral data to see which sources are bringing you the most qualified traffic.
Download a report from your main acquisition dashboard to see where your visitors are coming from, or customize your own reports.
Acquisition data
Your Google Analytics acquisition data also includes in-depth reports like social data to track how visitors find your website from social media and how they behave once they are on your page.
Behavior Reports
The last type of report you’ll want to explore covers data on how people interact with your website . Here, you can unlock vital information on things like session duration, bounce rate, where people exit your site, and more.
Other tabs in the Behavior menu cover granular data about specific user journeys through your website content, from first touchpoint to conversion or exit.
How to Use Google Analytics: 5 Tips and Strategies
Even with everything we’ve covered in this guide, we’ve only scratched the surface of what Google Analytics has to offer. But get started with these six tips, and before you know it, you’ll be well on your way to mastering advanced data analysis with GA.
Stay focused on your goals
Google Analytics can be overwhelming. So always open the platform with a specific goal in mind to avoid getting distracted and wandering down a rabbit hole. (Although sometimes you learn interesting things in the rabbit holes!)
Check your internal search terms
In the Behavior section of the Google Analytics menu, the Site Search reports will reveal great insights into what people are typing into your website’s internal search bar. Use this data to identify gaps in your content, expand your content, and improve your site’s navigation.
Integrate with other analytics tools
Google Analytics is amazing on its own, but you can double the benefits by integrating it with other tools. For example, email marketing, social media, CRM, and other marketing tools can integrate seamlessly with Google Analytics to bring together data from other sources.
Track Customer Journeys
In the Behavior menu tab, click Behavior Flow and Google Analytics will show a playback for each website session. This is useful for tracking patterns on the customer journey to purchase, identifying gaps where potential customers drop off, and strengthening the overall user experience on your website.customer journeys in google analytics
Analyze Website Speed
The speed of your website impacts your SEO and on-site behavior. That's why Google Analytics has evolved to include several sections dedicated solely to improving your website speed.
Google Analytics will analyze individual page load times for your top pages over a given period and will also provide personalized suggestions to improve your load time if needed.
The rest is up to you
Google Analytics provides vital data about your website traffic sources, audience demographics, and user behavior. Every marketer should know how to use GA to gain insights and put their data to good use. I hope this GA introductory guide encourages you to dig deeper and learn more about the numbers behind your digital marketing efforts.
Are competing priorities pushing SEO into the background? We can help! Ottobix is your SEO partner. Contact us for a free consultation.
Security for companies and Digital Transformation: an inseparable combination
Technological evolution and the digital age have brought with them not only unprecedented opportunities, but also new security challenges for companies . Digital Transformation has profoundly changed the way organizations operate, making a close integration between Digital Transformation and corporate security essential. In this article, we will explore how these two components have become an inseparable pair and what measures companies should take to ensure a secure Digital Transformation.
Contents
1 Security for companies and Digital Transformation: an inseparable combination
2 Digital Transformation and the Business Context
3 Safety as a fundamental pillar
4 Essential Measures for a Secure Digital Transformation
5 Digital Transformation and Security: A Challenge and an Opportunity
Digital Transformation and the Business Context
Digital Transformation represents a profound revolution in the business approach. The adoption of cutting-edge technologies, such as artificial intelligence, the Internet of Things (IoT), and data analytics, has the potential to completely transform business operations. However, this transformation cannot be considered complete without adequate consideration for cybersecurity.
Safety as a fundamental pillar
Security for companies has become a fundamental pillar in a context of Digital Transformation. Companies, for example manufacturers of clean rooms , or Starboy products , must protect not only their data, but also customer trust and corporate reputation. This is why cybersecurity must be considered from the beginning of any Digital Transformation initiative.
Essential measures for a secure Digital Transformation
Risk Assessment : Before embarking on any digital transformation project, companies should conduct a comprehensive risk assessment to identify potential vulnerabilities and threats.
Data Protection : Data protection should be a top priority. Implementing robust data security policies and encrypting sensitive information is essential.
Employee awareness : Employees should be trained in cybersecurity and aware of potential threats, such as phishing and malware.
Controlled Access : Access to corporate systems and data should be limited to only those who need it. The principle of “least privilege principle” is crucial.
Constant monitoring : Constant monitoring of IT systems allows for timely identification of threats and appropriate response.
Incident Response Planning : Organizations should have a clear incident response plan in place for security breaches.
Digital Transformation and Security: A Challenge and an Opportunity
While digital transformation can be a security challenge, it is also an opportunity to improve the robustness and resilience of business systems. Modern technology offers advanced security solutions, such as behavioral analytics, threat automation, and endpoint protection.
In conclusion, Digital Transformation and security for companies are two inseparable aspects of modern business evolution. Companies that proactively address this challenge, investing in cybersecurity and integrating it from the beginning of their Digital Transformation, will be in a stronger position to seize the opportunities of the future and protect their corporate assets.
Google Ranking: How to Handle Fluctuations
Have you ever wanted to get great results from your Google rankings too quickly?
You publish a new piece of content and wait, with bated breath, for it to rank on Google’s search engine results pages (SERPs). Then, lo and behold! It climbs the rankings from the bottom of page ten to the top.
The next day, however, you find the same content on the seventh, eighth page. You despair, you don't understand why, but... the next day you are on the front page again.
What's going on?!
This is the so-called “Google Dance,” the mysterious search azerbaijan phone data engine ranking volatility that occurs when web pages are subject to rapid changes in Google rankings for no apparent reason.
These search fluctuations may seem random, but rest assured, there's a reason for everything.
Contents
3 Google Fluctuations: Why Do They Happen?
4 Why does Google's algorithm purposely create search fluctuations?
5 Floating Search Results
6 How to Make the Most of Google's SERP Changes
7 Frequently Asked Questions About Ranking Fluctuations
7.1 How often does the Google dance happen?
7.2 Google Positioning: Factors That Determine Fluctuations
7.3 Why does my Google ranking keep changing?
7.4 How often does Google change its algorithm?
8 Google Positioning: Conclusions
Google Dance, what is it?
The Google Dance, or ironically named Google Dance, refers to the rapid changes in the SERP that a new or updated web page experiences as Google attempts to figure out its ideal position for a given query.
Essentially, shortly after Google indexes a page, it tests it to determine its ranking. When your page reaches the top of the search results, Google measures how users interact with it.