Google Duplex AI


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Wow #AI with Google Duplex. “Aside from being able to call up businesses and make appointments on your behalf, Google Duplex took much of the audience by surprise through how natural and human-like it sounds.”

Benchmarks on traffic; SEO to social

Traffic sources, balance google seo sea branded unbranded direct and other campaigns traffic.

traffic_sources_overview_google_analytics

What to look for:

I am really looking for a balanced portfolio of traffic sources. Search, Referring Sites, Direct, Campaigns. Which one is strong? Which one is missing?

Based on my own humble experience the site on the left is what approximates the kind of “best practice” (note the quotes) you are looking for.

Around 40% to 50% Search is normal. If the number is too big (site on the right) it indicates an overexposure to search rankings and algorithm changes (not good at all). If it is too low you are simply leaving money on the table. And of the search traffic, you want a big portion to be Organic so you are not just “renting” traffic or suck at SEO.

20% or so Direct Traffic. If the web analytics tool is implemented right these are all your existing customers or people from offline campaigns. You want a healthy amount of both. If direct traffic is low, I worry if you are any good at customer service / retention (the latter is so often just an afterthought).

20% to 30% Referring Sites. You can’t just rely on search engines or spending money on campaigns. A healthy web strategy includes a robust amount of traffic from other sites that link to your products and services, and praise (or slam!) you, or promote you on Twitter and Facebook and forums and otherwise link to you. Free traffic (usually) and you do want that (for many reasons).

10% Campaigns. Google Analytics (sub optimally) calls this Other. It is email campaigns, display / banner ad campaigns, Facebook display campaigns, social media campaigns etc. You want at least 10% of the traffic to be the ones you invite to your site deliberately, after solid analysis and great targeting. Outside of Paid Search. It’s a sign of a healthy business that has a diversified customer acquisition strategy.

Beginner's Guide To Web Data Analysis: Ten Steps To Love & Success

Google Mission Statement

“Our #mission statement hasn’t changed: ‘Make the world’s information accessible and useful to everyone’,” … “how this [mission] manifests itself has changed a great deal”.

https://www.warc.com/newsandopinion/news/googles_usercentric_brand_mission/39839?utm_source=DailyNews&utm_medium=email&utm_campaign=DailyNews20180108

Google’s ‘user-centric’ brand mission _ WARC

Site traffic

Where does your site traffic comes from?

Around 40% to 50% Search is normal. If the number is too big (site on the right) it indicates an overexposure to search rankings and algorithm changes (not good at all). If it is too low you are simply leaving money on the table. And of the search traffic, you want a big portion to be Organic so you are not just “renting” traffic or suck at SEO.: benchmark 20% paid, 30% organic

20% or so Direct Traffic. If the web analytics tool is implemented right these are all your existing customers or people from offline campaigns. You want a healthy amount of both. If direct traffic is low, I worry if you are any good at customer service / retention (the latter is so often just an afterthought).

20% to 30% Referring Sites. You can’t just rely on search engines or spending money on campaigns. A healthy web strategy includes a robust amount of traffic from other sites that link to your products and services, and praise (or slam!) you, or promote you on Twitter and Facebook and forums and otherwise link to you. Free traffic (usually) and you do want that (for many reasons).

10% Campaigns. Google Analytics (sub optimally) calls this Other. It is email campaigns, display / banner ad campaigns, Facebook display campaigns, social media campaigns etc. You want at least 10% of the traffic to be the ones you invite to your site deliberately, after solid analysis and great targeting. Outside of Paid Search. It’s a sign of a healthy business that has a diversified customer acquisition strategy.

Beginner's Guide To Web Data Analysis: Ten Steps To Love & Success

Google and Facebook 84% of media

… “Google and Facebook enjoy an 84% share of global digital media, (…), it also accounted for 186% of digital growth this year, according to GroupM data..” Must read for all of us on how we #depend on these two and how they #influence our world, based on #data.

“I got in a row with my wife last week about how much sugar I was putting in my coffee (about eight kilos). So, I Googled “Is sugar good for me?” and got the result above. My wife grabbed her phone and asked Google “Is sugar bad for me?” and got the result below. The end result in the Ritson household was me drinking a cup of very sweet ‘strategic’ coffee alone in the downstairs guest bedroom with the dogs.”

Mark Ritson_ Why you should fear the ‘digital duopoly’ in 2018 – Marketing Week

Mark Ritson: Why you should fear the ‘digital duopoly’ in 2018

 

Micro moments data proven by Google

#Micro-moments have been accelerating consumer #expectations for “right here, right now” experiences. #data-proven by Google:
– Mobile searches for “best” have grown 80% in the past two years.
– smartphone users are 50% more likely to expect to purchase something immediately

“People take for granted that information is at their fingertips and tailored to their specific needs.”