This week's SEM GEMS will talk about tracking, warn you about A/B testing statistics, and throw in a little related marketing tidbit about Snapchat.

Many of you may be wondering how all of these relate to SEO directly. The simple answer is that your SEO doesn't exist in a vacuum, and your SEO strategy should be a major part of your overall digital marketing plan. SEO is just one of the many ways you drive traffic to your site. If you don't have a multifaceted digital marketing strategy, it may be time to round out and beef up your digital marketing.

What are UTM Codes? ...and Why You Should Use Them

UTM stands for Urchin Tracking Module. The name is a holdover from back in the day before Google Analytics (GA) was around. Urchin was a web analytics program acquired by Google back in 2005, which marked the beginning of GA.

UTM codes are simple snippets of code appended to the end of URLs that communicate with the GA code on your website. Essentially, UTM codes allow you to track where traffic to your site originated in GA.

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What Your SEO Needs to Know:

The proper technical setup will allow for easier tracking within Google Analytics. Having the GA codes will allow your traffic to be sorted into appropriate divisions, and if your UTM codes are not installed correctly, all of your campaigns within GA will be labeled “Other,” which means you won’t have the proper metrics to determine if a particular campaign is working as designed. They must be defined as Referral, Direct, Organic, Social, etc.

It may seem odd that traffic that has the UTM will be dropped into "Other." To simplify, "Other" is everything, including predefined traffic from specific campaigns, that is uncategorized.

How Does It Affect Your Business:

Establish a road map of where your traffic is coming from, especially when it comes to paid marketing efforts.

The up-front investment means you should place extra effort in the quality of your targeting. That road map will also help you easily differentiate between traffic that is organic, paid, social, referral, etc. It can help you decide on how to make changes to your overall digital marketing plan on-the-fly each month to effectively hone your target audience. But, if improper use of UTM codes lead to incorrect tracking, it will be impossible to understand your traffic's origin.


10 Statistics Traps in A/B Testing: The Ultimate Guide for Optimizers

Even A/B tests with well-conceived test concepts can lead to non-significant results and erroneous interpretations. And this can happen in every phase of testing if incorrect statistical approaches are used.

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What Your SEO Needs to Know:

If your website’s goal is to inspire people, book travel, or encourage visitor packet orders, knowing how to go about doing it is a key factor for the ease of the user’s path to your desired conversion. Creating experiments for your A/B testing can be easily deceiving. For example, making cosmetic changes because of “a feeling” or “a dislike” could potentially be a huge waste of both your time and that of your designer. Spend time creating your initial plan and analyze the data to improve your reactionary decision-making. This article will help you avoid 10 huge traps when reviewing testing data.

How Does It Affect Your Business:

Spending time creating testing plans, analyzing data, and then formulating your next steps takes time and calculated risks. Sometimes the risks pay off but without a plan and analyzing your data you might as well be just throwing a dart at a dartboard. Knowing what to look for and what data traps to stay away from while looking at your data.


Everything You Ever Wanted to Know About Snapchat (But Were Afraid to Ask)

Even though Snapchat is said to have over 150 million daily users, many are still at a loss for where the app fits into their marketing plan.

With the maximum lifespan of a Snap being 24 hours, businesses and brands have had to approach marketing differently on the platform. To help you navigate these uncharted waters, we asked our community for their top Snapchat questions and answered them.

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What Your Digital Marketing Team Needs to Know:

Snapchat can get your brand in front of many new users, yet it can also be poorly executed if there is not a plan in place to use it as a marketing platform. Look at it this way: Snapchat is just another arrow in your marketing quiver. Like Instagram and Twitter, Snapchat might or might not be the best channel for you to market your destination. If you have a plan, stick with it, and create unique and engaging content. Before you know it, people will begin to take notice. Do your homework and decide which social media platform(s) is/are right for your organization.

How Does It Affect Your Business:

Adding an additional social outlet will increase your overhead time needed to spread your digital message across the Internet. Having unified voices, concepts, and ideals is important. Also understanding that many users on Snapchat also use other platforms like Twitter, Instagram and Facebook. Sending a similar but different message out to all of your social media channels will provide the best results. Tailoring snapchat to-you guessed it, the Snapchat demographic-will increase your range of potential customers who follow you and interact with your brand.


Your audience is spread out across many different devices, applications and operating systems. Your strategy must include multiple channels for them to see your updates, deals, and events.

Simpleview’s expertise with strategy, marketing, and technical services can put the finishing touches on your site and help your team achieve results. Contact us to learn more about our Search Engine Optimization (SEO) Paid Media, and Conversion Rate Optimization (CRO) services today.