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Google Analytics is a powerful tool, but extracting valuable and useful insights can often feel like pulling teeth—especially for beginners.

Hi, I’m Cally, from the International Institute of Digital Marketing. Here are 3 actionable ways to use Google Analytics to improve SEO.

1. Find low-hanging opportunities to boost traffic

Consider whether a page is about a topic where freshness is a ranking factor. Second, if you see a significant organic traffic change to your homepage, it’s usually down to a fluctuation in the search volume of navigational queries. Maybe you went viral six months ago, and more people were Googling your brand, but then it naturally dropped back to the mean?

2. Find high-converting pages and improve their SEO
The ultimate goal of SEO is usually to drive more sales from organic search. One of the easiest ways to do that is to improve rankings for your most valuable pages.

Hit the “SERP” button and compare your page’s SEO metrics to those that outrank you. Take action to improve your page where it falls short.

3. Improve landing pages that contribute to conversions
People rarely land on websites they’ve never visited before and buy something right away. They go on a journey, often visiting multiple pages on your site in the process.

By default, Google Analytics credits 100% of the conversion to the last landing page the user visited (provided that it was a non-direct click). But the reality is that the person probably wouldn’t have converted if they didn’t read a blog post first. So technically, this page helped assist the conversion.

Improving SEO for these pages will probably lead to an increase in conversions and revenue.

For more information, visit www.iidm.world


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If you were to describe your page in a few words and replace the spaces with hyphens, that would usually be “good enough” for SEO. But you’d probably prefer not to take a stab in the dark.

Hi, I’m Cally, from the International Institute of Digital Marketing. Let’s run through a simple process for creating optimized URL slugs.

1. Remove special characters
Have you ever seen a URL with backslashes () or square brackets ([])? Probably not, because these are unsafe characters that don’t belong in URLs.

You should remove these for obvious reasons, but it’s also best practice to remove other special characters like commas, colons, semicolons, etc.

2. Remove superfluous information
Google says it’s good practice to make URLs as simple as possible.

So remove anything you don’t need from our potential URL.

Note that you’ll have to use common sense for this part. The aim is not to make your URL so short that it no longer accurately describes its content. It’s to remove unnecessary words and phrases.

3. Boil it down to a keyword
Most titles naturally contain keywords, so what you’re probably left with at this stage is a simplified, keyword-rich version of your title.

This can lead to long URLs that get truncated in search results. The additional context can also be an issue should you ever want to update the page.

So, the next step is to find the keyword that represents the most popular way people search for your page’s topic.

4. Make it lowercase
Most web servers treat lower and uppercase URLs the same, but this isn’t always the case. Technically, everything after the hostname (domain) in a URL is case-sensitive, and some servers will treat them differently.

To be on the safe side and to avoid potential duplicate content issues, use lowercase URLs—always.

For more information, visit www.iidm.world


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LinkedIn is talked about as an underrated platform. Like TikTok, LinkedIn posts can actually go viral. The thing is, you’re not going viral on a platform with all types of users. You’re going viral on a platform where everyone is there to talk about business.

Hi, I’m Cally, from the International Institute of Digital Marketing. Here are 3 effective ways to increase impressions, engagement, and post clicks on LinkedIn.

#1: Find LinkedIn Posts in Previously Published Content
The first step of creating LinkedIn content is realizing you don’t need to create LinkedIn content. You already have content that could be used on LinkedIn. It just hasn’t been put into a LinkedIn-friendly format. You just need to make your content native to the platform you’re posting on.

This means you don’t want to post a long, all text LinkedIn post to your Instagram stories.

#2: Create Downloadable Documents (Not Opt-In Lead Magnets)
These aren’t lead magnets where users opt-in to your email list to get the resource. You’re just going to give them the resource. This may go against your marketing brain, but the data doesn’t lie.

Two million impressions and over 62,000 link clicks tell us this strategy is working. We’re establishing trust with our audience and showing them how much value we give away for free.

#3: Lean into Employee-Generated Content
Employee-generated content gets higher engagement, follows, and conversions than branded content. Have your company’s leaders explain what employee-generated content is, how it can help the business, and what they’d love to see from employees in the future.

For more information visit www.iidm.world


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Organic search refers to the non-paid search results from a search engine. These results can’t be bought or influenced by advertisers; they’re the ones the search engine deems most relevant to the user’s search query.

What types of organic search results are there?
Hi, Im Cally, from the International Institute of Digital Marketing. Let’s look at some types of organic search results.

Featured snippets
Featured snippets are short snippets that briefly answer the searcher’s question. They appear at or near the top of Google’s organic search results and the snippet is pulled from one of the top-ranking results.

Video carousels
Video carousels feature videos related to the search query. The entire carousel takes up one organic position.

Top stories
Top stories boxes feature recently published content about a topic. These usually show up in the organic results for newsworthy topics.

People also ask
People also ask (PAA) boxes show common questions that people also tend to search for. Each question is answered with a short excerpt pulled from a relevant page on the web.

Why is organic search important?
Ranking in organic search for relevant keywords drives ‘free’ traffic to your website.

For example, the Ahrefs Blog gets an estimated 355,000 visits from organic search each month. If they had to pay Google for this traffic, it would cost them an estimated $946,000 per month.

Given that you have to create and produce content to rank in organic search results, the cost of traffic from organic search is never truly free. But it’s often the most cost-effective way of driving high-quality targeted traffic to a website.

Organic search is also important for anyone publishing videos on YouTube, as Google often ranks YouTube videos in their video carousels and featured snippets.

In other words, ranking your videos in Google can often send plenty of views your way.

For more information on SEO, visit www.iidm.world


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App monetization is essential to the success of your mobile app. Whether you plan to charge for downloads or use subscription services to generate income, your app will never be profitable without a monetization strategy.

Hi I’m Cally, From the International Institute of Digital Marketing. Here are 6 app monetization strategies you can use to ensure your app’s success.

1. Charge for the App in the App Store
Charging for app downloads is the oldest trick in the book. When apps were first introduced in the mobile world, the majority of them cost money to download.

This model is less popular these days, with many apps instead offering in-app purchases or subscription plans. That being said, depending on your target market, charging for your app may be a good strategy.

2. Offer Paid Premium Accounts
This strategy is often referred to as the “freemium model” as it offers free featuresfor all users, but enhanced features for those who choose to pay for a premium account.

In this model, you can attract users with a free download and then ask for payment for an enhanced experience.

3. In-App Ads
Running in-app ads is one of the most common app monetization strategies.

With this method, revenue is generated through sponsored ads, which allow the app to remain free for users. In a free model, users are incentivized to use your app. Plus, the more users you have, the more revenue your ads will generate.

4. Subscriptions
In this model, your app can still be free to download, but different services will be offered to users that subscribe than to those who don’t.

Depending on the service your app offers, you may want to offer different kinds of subscriptionsbased on necessary features.

5. Partnerships
If you already have an established app or a large user base, you may engage in strategic partnerships with known brands who want to connect with your audience.

Sponsorships help connect your audience to other relevant brands and can build brand integritythrough smart partnerships. On the sponsor’s side, they open up their advertising to new demographics and have the opportunity to push new content to interested consumers.

6. In-App Purchases
This strategy can be especially useful if your app is free, as it offers a way to generate revenue without charging for your service.

If you want to leverage in-app purchases in your app monetization strategy, consider what features you can offer to enhance your user experience. Successful in-app purchases leverage gamification and offer benefits to the user.

For more information, visit www.thedigitalmarketinginstitute.org

#Appmonetization #Subscriptions #Partnerships


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As you are working on your website’s search engine optimization, keep in mind there are several types of bad backlinks you don’t want.

Hi, I’m Cally, from the International Institute of Digital Marketing. These are five of the most significant types of backlinks to avoid.

1. Links From Spammy Sites
These are links back to your site from places you just don’t want to be associated with your brand. Your website could be receiving backlinks from these kinds of places and search engines may penalize you, especially if you start receiving tons of spammy backlinks.

If you’ve never researched your backlinks, now is the time. Use a Backlinks tool to get a list of backlinks to your site.

2. Links From Link-Mill Websites
Link-mill websites or paid link schemes bring the number of backlinks many site owners think they need to up their SEO game. The problem is more links aren’t always a good thing, especially when they come from dubious sources like link mills.

Search engines keep getting smarter and no matter how clever the latest scheme seems, it’s going to be found out eventually.

3. PR Release Links
Press releases can be a source of bad backlinks. But that doesn’t mean every press release opportunity is going to penalize your website.

You should, however, avoid filling a press release page with dozens of keyword-heavy links back to your site and then spamming it to dozens of newswires. The problem really comes in when brands do this repeatedly, trying to build backlinks to up their SEO.

4. Links From Sites Unrelated to Your Industry
Not every backlink is a great one if it’s wildly irrelevant or from somewhere completely unrelated to what you do.

When you’re starting to build backlinks to your website from fields and industries not related to your own, it can create confusion.

5. Discussion Forum and Blog Comment Links
Search engines can spot when backlinks are just keywords filled with linkson forum after forum. They are becoming smarter, thanks to AI and natural language processing,and notice when it’s not a conversation, but a broadcast.

As you research backlinks to your site, if you find a batch from any discussion forums, you can disavow them.

For more information, visit www.thedigitalmarketinginstitute.org


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