• 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.

      Portent, Inc- 16 readers -
    • 14 Little Things to Make Your Blog Post Content Better

      Great content is all about a great idea. It’s also about the production quality. I can’t give much advice about video or audio, but I write a lot. These are my favorite little tweaks to improve content quality, reader happiness, and performance. All these tips assume that you can edit your own content but not the larger page template or code that drives it.

      Ian Lurie/ Portent, Incin Content- 24 readers -
    • Don’t Panic: 4 Options To Replace Google Site Search

      Google’s discontinuing site search. OHGODOHMYGODWHATAREWEGOINGTODOHOLYCRAPOHGOD The Problem Google’s Site Search product has been around a long time. Pay $100, and you can embed a little Google search engine on your site. They’re keeping Google Custom Search. Sounds great, but there’s a problem: Ads? In my site search? I think not.

      Ian Lurie/ Portent, Incin Google- 19 readers -
  • 5 Common SEO Mistakes You Should Fix Before Your Next Audit

    Want to get more for your money on your next SEO audit or site review? After two years of reviewing sites offering everything from dog food to process automation, (I still have no idea what that is either), I decided to put together this half-blog-post-half-PSA covering a few of the most common SEO mistakes or missed opportunities that you can start to address today.

    Portent, Incin SEO- 13 readers -
  • What’s the Difference Between a Rich Snippet and a Featured Snippet?

    Rich snippets, rich cards, knowledge graphs and panels, schema.org, JSON-LD, featured snippets, featured features, Richie Rich, KEVIN BACON! Wait, that was more than six degrees… There’s a lot of terminology out there about the different ways search engines, Google in particular, display their search results. Two of the most oft confused are the snippets, both rich and featured.

    Portent, Incin SEO- 19 readers -
  • Pi in the Face: Why I (love and) despise ROI

    This is the first edition of our annual Pi in the Face column. May many follow. Note: If you’re a marketer, this post will frustrate the hell out of you. I apologize. I needed a good rant. Plus, at a conference last week I heard a speaker say, “If it doesn’t generate ROI, we don’t do it.” I’ve been screaming in my head ever since.

    Ian Lurie/ Portent, Inc- 19 readers -
  • Are You Over Optimizing Your AdWords Account?

    I’m going to tell you something that’s a little counterintuitive: you may be hurting your AdWords or general PPC performance by trying to do too much, too fast. This idea doesn’t get a lot of air time because a lot of under-performing AdWords accounts or campaigns trace back to under-optimization or “set it and forget it”, which we all know is the devil.

    Portent, Incin Paid Search- 12 readers -
  • Portent’s Moving!

    Moving. I tried to come up with an analogy for something that incites misery, throws out your back and reduces you to a gibbering lunatic while forcing you to blog using your phone as a mobile hotspot. But, after much suffering, Portent has moved two blocks south of our old location. Our new address is: Portent, Inc.

    Ian Lurie/ Portent, Inc- 14 readers -
  • Be a Better Writer: 5 Lessons I Learned From Yoga Teacher Training

    Last fall, I began a 200-hour certification program to become a yoga teacher. I wanted to learn more about the philosophy of yoga, strengthen my public speaking and leadership skills, and teach one or two nights a week after finishing my day at work as a content and social specialist at Portent. During the training, we learned the Sanskrit (the ancient language of Hinduism) wo ...

    Portent, Inc- 15 readers -
  • The Three Levels of Analytics Conversions You Need

    What would ya say, that ya do here? If the answer is online marketing in any way, shape or form, you know the importance of having analytics configured correctly on your site. If you need help convincing anyone, take them over to Portent’s handy Marketing Stack Explainer. But wait, there’s more! Whether you’re in direct response digital marketing, or brand building, you’re dr ...

    Portent, Incin Paid Search- 13 readers -
  • Work Smarter Not Harder in Digital Marketing

    Walk through any professional services office around the country and I bet you’ll hear a similar theme when asking executives, managers, and practitioners about their workload- ‘there’s never enough time in the day.’ It happens all the time at Portent. I hear it from our team and I hear it from our clients.

    Chad Kearns/ Portent, Inc- 21 readers -
  • Don’t Fall Off Page One: Heed the Orange Warning in AdWords

    One of the first indicators of performance I check for all my major clients’ paid search accounts is keyword Status. In this column, we see the overall health of the keywords in the account, including “Low search volume,” and whether ads are being shown “Rarely due to a low quality score.” But the orange warning in AdWords of “Below first page bid” is a flashing red light (or ...

    Portent, Incin Affiliate Paid Search- 15 readers -
  • Pulling The Lever: Marketing Wins and Where They Come From

    Marketing is exhausting. I’ve had my share of days when I’ve said: “Why the hell am I still doing this?” Getting one person after another from why to why not requires energy and patience. I run out of the latter more often than the former. Regardless: Exhausting. But now and then my team and I find that one lever—that one thing—that turns a client’s marketing campaign complet ...

    Ian Lurie/ Portent, Incin Paid Search- 17 readers -
  • Changing Domains? What Would an SEO Do?

    Out of the gate, an SEO will try to convince you not to change domains unless it is absolutely necessary. Changing domains can potentially have a negative impact on organic search rankings for a site. Major search engine ranking algorithms (i.e. Google and Bing) factor in signals from both the domain and page levels.

    Portent, Incin SEO- 17 readers -
  • Content Strategy as Competitive Advantage

    One of the fundamental concepts of formal business strategy is how to create sustained competitive advantage. Today, we wanted to look at how that relates to content strategy and content marketing. My hope after you read this post: You think really, really hard before you take shortcuts on your content.

    Portent, Incin Content- 16 readers -
  • Funnel Driven Keyword Reporting

    Have you given or received an SEO report that involved keyword data recently? What did that section of the report look like? Perhaps something like this? The zombie keyword report of yore How useful was it? We’re all aware of the profound changes that have been happening in our field regarding the lowly keyword. Keywords used to be the basic unit of SEO.

    Portent, Inc- 14 readers -
    Earlier about the same topic:
  • I Support Breitbart News: The Perils of Remarketing

    Internet advertising is perilous. Your ads can show up in all sorts of places. Remarketing is particularly dangerous. This story is an example of how remarketing can go horribly, horribly wrong. I am, in case no one guessed, a left-leaning over-privileged pinko liberal. I’m a feminist. I’m pro-immigration. I like taxes. OK, that’s a lie, but I understand taxes.

    Ian Lurie/ Portent, Inc- 17 readers -

Portent, Inc

Helping you see the forest for the trees in internet marketing: Pulling together search, design, development and more with a cogent strategy.

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