How To Make Your Website Ads More Valuable To Advertisers

How To Make Your Website Ads More Valuable To Advertisers

The publishing industry figured out a great revenue model long before digital publishing was ever a thing. Publishers provided readers with great content, advertisers paid the publishers to display ads, the readers got free content in exchange for viewing some ads along the way. Once website ads came along the model has pretty much stayed intact; however, the mechanisms for executing these relationships have changed a lot.

increase monetization for website ads and google ads

If you’re a publisher, website owner, or blogger that makes money from ads on your site there are really only two broad metrics you should care about — how much your readers love your content AND the amount of value your digital property is bringing to advertisers. While it seems like these two things are in constant conflict, they are often aligned.

Below, I’ll share with you some core strategies, case studies, and metrics that you can use RIGHT NOW to increase the value of the ads appearing on your website. This includes programmatic ads, Google ads, or any other kind of ads that are displayed on your site. Let’s dig in…

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How Website Owners Find Publishing News They Trust

How Website Owners Find Publishing News They Trust

Whether you’re just starting out with the adventure of being an online publisher or you’ve been rockin’ the Web for years, we all face the same dilemma of where to get our news and industry-specific information. Making this more complicated, we live in an era of fake news, rumors, and plain-old spin that spreads so fast that it can take on a life of its own. Even if a particular topic is nonsense from the get-go.

publishing news website owners

This means that every website owner is hoping to quash the fake news while being fast and on top of the latest trends and information relevant to surviving in this industry. Yeah, that’s a challenge, all right, and it can be quite hard to try and be first to publish something really interesting!

This week, I thought it would be helpful for me to talk about what sources I use to keep followers of my tech site up to date with news, gadgets and tech, and how I research articles and topics once they hit my radar. I should highlight that the site isn’t a news site, per se, but our social feed includes lots of consumer electronics, tech, and industry news. Gotta feed the beast, right?

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Guide For Content Creators On How To Waste Time

Guide For Content Creators On How To Waste Time

I remember the first time I bumped into author Tim Ferriss. We were both speaking at a conference and he rushed past me; he was running late and needed to get to his podium. Later I saw him dash out and head to his next appointment. Turned out that the author you would think would be more mellow and efficient than any of us — after all, he wrote “The Four-Hour Work Week” — was hustling like no-one’s business.

content creators waste time

That’s because he was dealing with something we all have to manage, whether we’re the CEO of a newly funded startup, a coder fighting a customer fire, or manager of a Website that publishes articles about gem collecting: time wasters.

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Preparing For Google Algorithm Changes In 2018+

Preparing For Google Algorithm Changes In 2018+

Recently, I had the opportunity to host an event at Google in San Francisco called, Pubtelligence. It brought together a diverse mix of digital publishers of all shapes, sizes, and experience-levels. At this event, no speaker captured the attention of everyone in the audience quite like Illya Grigorik, a member of Google’s webmaster team (Search). He discussed how publishers should be preparing for Google algorithm, and search ranking changes, in 2018 and beyond.

google Algorithm changes 2018 search

This came as no surprise. Google’s search algorithm and webmaster practices are the subject of constant rumors, news, and evaluation. This is all for good reason. Publishers rely on Google’s search product to help them drive visitors to their properties. Businesses have been built and conquered on the search giant’s shifts in algorithm changes in the past, and no one wants to fall behind.

Below, I’ll discuss all the important things that Illya Grigorik covered in his presentation. I’ll also read between the lines on a few things he discussed and shared with everyone present. Furthermore, I’ll boil it all down to a few clear directives for digital publishers that want to ensure they are staying ahead of shifts and trends in Google search changes.

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Publisher Shares Challenges Ahead For Website Owners

Publisher Shares Challenges Ahead For Website Owners

The future is bright, we’re all getting more connected and people are spending more and more time online, right? Yes, but… but when I look in my crystal ball, I see a future where there are also more technological improvements that will prove a to be obstacles to actually generating revenue as an online publisher.

website owners challenges

How do you circumvent the challenges and stay ahead as a website owner or independent publisher. Let’s have a look at a few of the items on my mind…

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Data Reveals The Value of Visitor Engagement for Publishers

Data Reveals The Value of Visitor Engagement

Having website visitors that are engaged with content is paramount to publishers that value the longevity of their digital properties. As more and more research emerges about the impact of things like user experience and visitor behavior, the more we are learning about the bottom line value of the metrics that are associated with these factors.

visitor engagement and visitor behavior for websites

With more being learned about visitor behavior and intent, we are starting to understand exactly what elements are providing the most value to all the parties involved. Phenomenons like Fake UX have become the subject of popular news articles and studies recently.

Below, we will summarize information and data from a recent case study and presentation at Pubtelligence — which was recently hosted at Google in San Francisco. The presentation focused on exactly what metrics are most closely aligned with authentic visitor engagement and improvements in digital revenue.

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More Google Analytics Reports For Publishers

More Google Analytics Reports For Publishers

Last time I talked at length about the specific Google Analytics information can offer to digital publishers that many often miss. Specifically, I talked about using Goals and Site Search features to get more insight into how pages relate to certain visitors and whatever other goals you set to learn what people seek when they get to your site.

google analytics reports for publishers

This time I want to look at a couple of additional lesser known features of Google Analytics to help Web publishers. Demographics and Engagement, both critically important to ensure that your targeting works and to confirm that you’re producing compelling content that people want to share with friends and colleagues.

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Publishers Are Fighting To Stay Ahead of These Trends

Publishers Are Fighting To Stay Ahead of These Trends

Digital publishers and online content creators are always adapting. Few industries have more moving parts than the publishing space, yet the rewards of a $70 billion dollar ad industry, with 20% year over year growth, provides more than enough incentive to stay current with all the variables in the field.

data-driven publishers

The biggest buzzwords and trends in the digital publishing space right now are “artificial intelligence” and “data science”. A quick analysis of popular industry conference topics will instantly highlight just how popular these terms have become for publishers recently. However, the rise of these subjects underlines something even more important… the vast importance of data and what publishers should be doing with it.

Below, I’ll deliver some of the key points I recently discussed at Pubtelligence — which was hosted at Google. I’ll highlight key trends in the digital publishing space and show where I think the most successful publishers will be headed in the next 5 years.

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Setting up Google Analytics for Digital Publishers

Setting up Google Analytics for Digital Publishers

Oh sure, you’ve added the Google Analytics code to your site and check your stats to see what’s going on. But as a publisher,  have you configured Google Analytics to best deliver important insights to your goals and objectives? To misquote Janet Jackson, “what has Analytics done for you lately”?

configure google analytics publisher

Let’s have a look at a couple of features in Google Analytics you should have enabled and be analyzing on a weekly basis to better understand your traffic and visitors.

Setting the right goals in Google Analytics

To start, we need to delve into the world of “Goals”. In the world of Google Analytics, it turns out that just about anything can be set as a goal. These are of tantamount importance because it’s how Analytics tracks conversions, and, well, conversions is how you can track valuable actions by visitors.

goals in google analytics

Let’s say that like me, you’ve decided that one important criteria for your site success is newsletter signups. That’s a goal: getting signups. While you’re at it, perhaps time on site is a goal too: every visitor who spends more than 90 seconds on your site is a win. Or, heck, you might also set another goal related to pages viewed per visit.

Three great goals and all valid even if you don’t have a whiff of commerce on your site. Publishers often gloss over goals in Google Analytics because they think they are only for B2B sites or e-commerce businesses. But, all publishers are doing themselves a disservice by not tracking events that are important to them.

goals google analytics

To set up goals, go to the Goals section in Analytics and specify your target URL, target time on site, the target number of pages or similar. Give it a name like “newsletter signups” and add any specific pages or URLs involved in the sequence. For a newsletter signup, for example, that can be measured by the number of people who get to the thank-you.html page.

Now give it a few days and go back to see how you’re doing.

Learning from site search behavior

Do you have a Web site search engine hooked up so that visitors can search your site for specific content? Oh, that’s a gold mine of information and should be studied closely on a regular basis: it’s your visitors telling you exactly what they want to find on your site! It can also help you fine-tune keywords on your site too, of course, if you use one name for a product but your customers are focused on something else.

Did you know that Google Analytics can help you track these site searches? In the Admin area, go to Profile Settings and you’ll find Site Search Settings (below).

google analytics site search digital publishers

As with all Analytics data, now’s the time to go work on other aspects of your site for a week, then go back and check out all the great data you’re now collecting. I always try to answer two questions when I analyze this data on my own AskDaveTaylor site:

  1. What are the most popular searches
  2. What are people searching for that they can’t find?

In both cases, take the data, do those exact searches yourself, then ask yourself “is this right? is this optimal?” You’ll find that you can tweak titles to better match user searches and that there’ll be entire categories of information you could add to your site that you’ve never really thought about. Add ‘em!

Looking closely at visitor engagement

One of the most valuable and important things to measure if you’re a digital publisher is visitor engagement. This is a topic we have researched and discussed a lot recently.

Essentially, the takeaway with much of the research has been that session duration, bounce rate, and pageviews per visit are some of the best user experience metrics that publishers currently have; however, they are easily corrupted. You can track all of these stats currently in Google Analytics in about every way imaginable (by landing page, etc.).

seo and bounce rate

What’s been discovered is that digging deeper into each of those metrics and looking at why a session may be long, or why a user might be visiting multiple pages, can be paramount to understanding the value that visitor has to advertisers. This means that improving traditional user experience metrics in Google Analytics might not be valuable or beneficial on it’s own. Affecting things like navigation bounces, engaged pageviews, and engagement time have a much stronger correlation with higher session revenue and things like SEO.

Getting outside the box

There’s so much more you can do with Google Analytics, but we’ll break some of this information into two parts. If you’d like more information about analyzing visitor engagement, check out Ezoic advanced reporting. Otherwise, stay tuned for more analytics insights next week.

How To Stop Bad Ads From Showing On Your Website

How To Stop Bad Ads From Showing On Your Website

Tired of seeing bad ads appearing on your website? All publishers hate seeing spammy ads or malicious downloads appearing on their web properties. This subjects visitors to material that the publisher almost always would rather them never see. Unfortunately, bad actors are always finding ways to game the system.

How To Stop Bad Ads From Showing website

Below, I’ll explain exactly why these types of ads show on publisher sites. I’ll discuss why even the most popular sites in the world still deal with these problems, and what you can do to safeguard against their impact on your visitors.

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