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Systems Alliance Blog

Opinion, advice and commentary on IT and business issues from SAI
Date: Mar 2012

Last week Google announced a major revamp to its search algorithm which is expected to be rolled out over the next few months. They appear to be focused on providing more relevant search results leveraging “semantic search” technology, or trying to understand the meaning of your search rather than just providing results that match the keywords you entered. Providing users with more relevant search results helps to capture and retain market share for Google against Bing and other search competitors. This is all great news for search users – we all welcome more relevant search results and answers to our questions. But (there’s always a “but”), these changes also have implications for website operators that could impact your sites’ standings in Google’s organic search results – either positively or negatively.

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If you currently use Google Analytics to capture traffic on your website, you are in good company. It was recently estimated by W3Techs that more than 55% of the top 1,000,000 websites are using Google Analytics. It is not surprising that Google Analytics is so widely used. The free web traffic tool can provide extraordinarily useful insight into visitor demographics and show how visitors interact with your website, including where they enter, how they navigate, what actions they take, and at what point they abandon the site.

Though the tool can capture a host of compelling visitor data, many new users to Google Analytics find the information to be overwhelming. In addition, if your Analytics account was not setup following best practices, the data captured may not be as helpful as it could be.

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