Andrea Moro's blog

Company acquisition. Let’s discuss about migration strategies

in PPC, SEO

Acquisition certainly offers great space in regards of a rebranding, requiring both the IT team and the SEO / PPC intern to go through a set of migration strategies. With an acquisition, it is a good time also to assess whether or not some products should be dismissed, or eventually continue to live beneath the original brand, hence the first step is determining the extent of the rebrand, which will typically be determined by the reason for wanting to change market perception. However, it must be taken in consideration that there could be losses of the internet market share if the rebranding carries on, negatively affecting the ROI. Web site changes and SEO implications Because of the rebranding, integrating the two web sites offering is a crucial aspect. None of the traffic previously gained by WidgetsRUs should be lost. The existing MadeUpCompany (called A from now onward) should host a number of brand new pages […]

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My blog has been penalised … and now what?

in SEO

It may be Google Panda, the most recent Penguin, or perhaps the fast Cheetah (ok this doesn’t exist yet). It doesn’t really matter what algorithm has penalised your web site. If your traffic report shows a fall in visit, and your ranking positions are no longer the same, well it would be better for you contacting Houston, because clearly you have a problem, pretty much like the Apollo XI and the problem they have while landing. Yes, your users have the same problem, they can’t land although they are reaching your site and not the moon. What should I do if my blog has been penalised? In order to proceed with such an investigation, it is important to ascertain whether the loss of rank affects the site as a whole or just a limited number of pages. Therefore the first step is querying search engines to ascertain if domain is still indexed. Visibility problems may […]

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Bounce rate, the black sheep of the customer journey

in SEO

Beyond web site metrics to measure the success of a web site, bounce rate is the one at which in my opinion a bit more importance should be attributed. Although from different angles, Kissmetric seems to share my opinion and on this regard they wrote an article entitled “how to keep you bounce rate under 2%”; this without considering how many other people are daily concerned about the same KPI and they are in the process of reducing it. Kissmetric states every page section is important to ensure longevity on customers visit, and that’s all Bounce rate is about. A pure exercise of housekeeping on factors that span from site’s usability to quality content. Why I believe bounce rate represents an interesting metric? Let’s imagine your web site has a bounce rate of 4%, this means that every 100 visitors 96 have reached a second page. An interesting number after all. But what if your […]

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