The In Search SEO Podcast

In part two of a three-part discussion about Google Analytics 4, we look at the key benefits that GA4 offers over Universal Analytics.

In this episode, our panel discuss the advantages of Google Analytics 4 over Universal Analytics, including:

• The advantages of GA4 over Universal Analytics
• How you can tell a better story with Google Analytics 4
• How GA4 deals with different properties
• Will GA4 replace software like heat map or CRO software
• Does GA4 help you visualize your buyer's journey
• Is there better data available in GA4?

How has Google Analytics evolved? And what are we going to lose when Universal Analytics goes away?

Welcome to part one of a three-part discussion about Google Analytics 4. And in this episode, we're going to be looking at how Google Analytics has evolved and what we're going to lose when Universal Analytics goes away. 

Taking part is Jeff Sauer, founder of Jeff Analytics and Data Driven U, Brie Anderson, owner of Beast Analytics, Jill Quick, analytics consultant and trainer from The Coloring In Department, and Dara Fitzgerald, CEO and co-founder at Measurelab. Jeff, could I ask you to start with a whistlestop history of Google Analytics?     

In this week's episode, our panel will help you understand Google Analytics 4, including:     

• The history of Google Analytics   
• How Google Analytics has changed   
• What SEOs will lose by moving over to Google Analytics 4           
• What SEOs should know to embrace Google Analytics 4     

Are you a little bit too focused on bringing in new SEO clients when it could be much easier to grow your existing accounts?

In this episode, Ilaria Fabbri shares three ways to grow your SEO client accounts, including: 

• Target your core audience 
• Forecast friction   
• Become your client's partner vs. your client's consultant  

Are you actively using Google Search Console data to get more traffic?

In this episode, Marco Giordano shares how to audit content like an SEO data analyst, including:   

• The setup   
• Defining goals   
• Data cleaning     
• Analysis   
• Insights and implementation     

Are you avoiding these three key link-building mistakes? 

In this episode, Debbie Chew shares three link-building mistakes to avoid, including:

• Not thinking like the recipient of your outreach 
• Over-relying on a single link-building tactic   
• Linking to the wrong pages on your site  

How are you taking advantage of logfiles to improve your SEO?

In this episode, Gerry shares five ways to use logfiles for SEO, including:     

• Seeing how Google looks at your site         
• Parameters   
• Are there subdomains consuming your crawl budget     
• JavaScript and CSS files   
• Response codes

What are the key things that SEOs need to know about PPC?

That's what we're going to be covering today with a lady who hosts a monthly PPC advice column for Search Engine Journal. In this episode, Navah Hopkins shares five things SEOs need to know about PPC, including: 

• How to use Quality Scores to improve your SEO   
• Audiences versus keywords     
• Auction prices of different channels 
• What SEOs can learn from PPC tools   
• Five rules of engagement for landing pages and conversion tracking

Is your Google business profile fully optimized?

In this episode, Greg Gifford reveals five tips to optimize your Google Business Profile, including:   

• Optimize your business name     
• Add UTMs to your URLs         
• Optimize your categories     
• Questions and answers     
• Google posts

What exactly is entity SEO and how do you use it to boost your SEO?

In this episode, Sara Taher shares six tips to boost your entity SEO, including:   

• Create a topical map   
• Decide on the page/topic     
• Entity research     
• Integrate entities     
• Add internal links     
• Add schema

How is AI impacting Google, how is this impacting SEO, and what can you do about it?

In this episode, Bastian Grimm shares five SEO AI tips to implement straight away, including:

• Content AI tools
• Brainstorming and timesaving
• Generate static imagery
• Generate video
• Prompt optimization

Are you aware of your cognitive biases that may be unconsciously influencing your content publishing decisions?

In this post, Myriam Jessier shares five SEO content biases to watch out for, including:   

• Anchoring
• The illusory truth effect   
• Authority bias     
• The bandwagon effect       
• The Google effect 

Should SEO and Google Ads teams sit in separate camps, never the twain shall meet?

Or can both specialties help each other out? And if so, what can SEOs learn from Google Ads? 

In this episode, Krzysztof Marzec shares three things that SEOs can learn from Google Ads, including:   

• Expected click-through rate     
• Ad relevance   
• Landing page experience