Jonathan Jeter

Director of Application Development

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Harnessing the Power of Intent Data and Predictive Analytics

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Harnessing the Power of Intent Data and Predictive Analytics
Michael Mire, SweetIQ

Local search is the ultimate indicator of intent.

  • We’re doing it all the time. (4 in 5 consumers use search engines to find local information.)
  • We’re doing it more and more. (Google search interest in “near me” has increased 34x since 2011.)

We’re on our way to online to offline (O2O) direct attribution.

Today, there are lots of moving parts, which makes it look a lot like Swiss Cheese.

You’re only able to track <3% of the market today, so it’s difficult to create a reliable model.

Read the rest of Harnessing the Power of Intent Data and Predictive Analytics

Build an O2O attribution funnel / model.

  • Impressions – number of times your stores appeared in local search

Information Architecture for Great Websites

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By Shari Thurow, Founder and SEO Director of Omni Marketing Interactive

Information Architecture & SEO

information architecture is the art and science of organizing and labeling website content to support usability and find ability. This is not technical architecture (301 redirects, canonical tags, robots.txt,meta.)

Why should we care about IA?

Read the rest of Information Architecture for Great Websites

  • lost customers
  • brand value – even if your site is # 1, if they can’t find the information they’re looking for they go to the next link in the results and they don’t go back to your site, even if you fix it, because they don’t know you fixed it
  • design and development costs – if you mess up the IA on launch, you have to start from scratch on a redesign. Use wireframes. You should never code a web site unless you’ve done wireframes or prototypes. It’s too expensive to go back and redo it.