Everett Wilkinson: How To Get Started With Google Analytics

What are your guests doing on your own site, where are they coming from exactly, and how are their behaviors while on-site related to your own company and its own services or products. Understanding your web traffic as well as the data associated with all the users scrolling through your website is crucial, at least in the event you if you wish to to remain competitive and know when you might need to tweak your web presence accordingly.

The only way to measure your site exercise, at least efficiently, is with Google Analytics. The behemoth that’s the search engine Google definitely has produced the ideal system for understanding every thing about your website and its relevance to your own business.

Setting Up Your Analytics Account

Upon creating your Google Analytics account to your business’s site, you will be given a tracking number beginning with the letters UA. This wants to be embedded in your website so the folks at Google can keep tabs on your activity. Many drag and drop type sites get this process very easy, as they inform you specifically where to cut and paste this monitoring ID. WordPress customers can actually decide for a plugin to install Google Analytics. Either way, this monitoring number is required for gathering that information which will provide the important to focusing on how the way the world h AS embraced your web site to you.


google analytics

Reading Your Analytics

The simple part over, now it’s time for you to start decoding the data that Google collects. Breaking it the Analytics report will supply you with insight into how audiences are reacting to your pages, simply how much time they spend with each part, even what country and/or city consumers are trickling in from. Pretty significantly anything you wish to know about engagements that are online along with your web site, you will be told by Google analytics. It’s simply an issue of comprehending the way to read it and realizing what to seem for.

Your audience, those treasured users who could become prospects, the potentials clients who could become spokespeople, repeat customers and, in a way for your brand. Of program you want to know every thing possible about the folks really looking at your site. How does Google break down this section for you:

Sessions. This basically displays just how many instances your website was visited within a given period of time, including equally repeat and unique visitors.
Page views. The complete amount of pages visited within a given period.
Session Duration. This is a one that is especially important. How extended is your website being stuck around by guests?
Bounce Rate. A crucial quantity in that it tells you how many visitors are turned off after the landing page versus those that venture further in to your website as they’ve been captivated by your highly-engaging intro.
Acquisition Overview. As the title indicates, it is a a study detailing where you’re acquiring your guests from. This provides great insight into what methods are proving effective as far as really driving the visitors to your site. From PPC to media that is social, the acquisition report helps you dig deeper in to what specifically is getting you ultimately, visited, seen and discovered.

Social. Are your page hits coming Twitter, from Face Book, linked-in? Knowing what social media platforms are proving most compelling, for the reason that users can’t wait to see what more you must offer, can be a great boon to your overall marketing-strategy.
Direct. Simply put, these are the people arriving at your website directly from your URL.
Referral. Visitors coming off of links, other sites and blogs rank in this group. The more referral web sites you’ve, demonstrably the better for your business.
Organic. The mecca of all in-roads to your site’s the almighty search engines. This signifies those who are coming to your website via natural lookup through Google or Bing for example.
Real Time Overview. This is what’s happening right now, the second you are typing, the instant you’re perusing your Google Analytics report. Great for examining the effectiveness of specific promotions or marketing displays, a real time overview allows you know basically what works and what doesn’t. For instance, suppose you post an announcement on Twitter. You want to find out if anybody actually responded. Simply log in to your Google Analytics and drum roll check out the corresponding results. No results now you know you could possibly need to tweak your approach a bit to maximize the influence.

Additionally, maybe you want to try and calculate visitors within time or an offered day. Are mo Re viewers checking you out Saturday evening or is your most busy time Monday morning. Time reports can certainly be useful.

When placed in the best hands, Google Analytics is an extremely potent tool. 9 out of 1 businesses are likely to require this information to be able to stay focused, remain competitive, and of course, stay rewarding. You can find numerous marketing specialists and analytics gurus around who can aid your business in establishing an account and interpreting the data.


5 Easy Tips To Make Your Website A Rockstar

A web site is the hub of your web existence, without a really sound brand online; your company will sink to the pit of failed companies. Follow these five tips to make sure that your business has an excellent on-line existence throughout its site.

1. Get the basics right

When an individual visits your site, it must be instantly clear who you’re and what services you provide. It’s a comparatively straightforward tip that, surprisingly, gets forgotten.

Thus, a clear and clear-cut message that describes the aim of the website, which all visitors can understand is needed by your homepage.

This may also help search engines categorise your site for phrases and proper keywords.


Making a web site that seems awesome is excellent, but if it’s full of old, immaterial content then present and prospective customers aren’t going to come. Your content is the one most important aspect in increasing customers.

Therefore, your content must be displayed in a clear and simple way to ensure that visitors can easily access it. The content also has to be kept up-to-date in order that people don’t get bored reading exactly the same articles over and over again. Keeping your web site fresh can also be advantageous to increasing vulnerability and on-line standing.

This may also be accomplished by using keywords which can be related to your own business and sector in meta tags and your page titles, headings to ensure that your potential customers can find your website.

3. Simple to navigate

That is essential. Then they’ll just try and leave another firm if customers are unsure of how you can make use of your website.

It’s important to organise the tips on your own website in a way that is simple and structured. In many cases, adding sub-pages to the top navigation will be the most suitable choice for organising your advice into categories that are particular.

4. Make it interactive

For the web site to genuinely engage your web visitors, it must be interactive. Making your website interactive (by creating links to share on social media websites and adding comment boxes for example) means that visitors are going to have better user experience on your web site. This can lead to more people using your site and upping your customer base.

5. Be mobile friendly

Their net is browsed by an increasing level of individuals through tablet or their phone. Thus it’s a great notion to ensure that your site functions nicely on a mobile browser to ensure people don’t swipe forth and back to read your content and get frustrated with having to zoom in. A web site that can be used nicely on a phone additionally provides the impression that you will be technologically competent and know what you’re doing.

How to get Organic Internet Traffic (6 Steps)

Groupon deindexed its own website for about six hours to learn how much its traffic was changed by it. The effect? About 60 percent of its own direct traffic is truly organic search.

organic traffic

For new and established companies alike, traffic that is organic is a resource that is valuable, and building it can appear insurmountable. Luckily, there are certain ways to construct in a crowded Internet. It starts with digging into your information, working through a meticulous rating procedure, and finishes with a powerful and synergistic advertising presence and also greater readership.

“People often ask me how to get traffic to their website.  Sadly, most everyone has website now and you are competing against millions.  To make matters worse, Google and the social networks are leaning more and more to a ‘pay-to-play’ model that leaves the little guy in dust, ” , Digital Marketer.

Wilkinson continues, “I do believe there is opportunity for the right business that is hungry and willing to fight for website traffic. Here are my six basic recommendations:”

1. Harness your advertising data that is recognized. Deeply understanding your crowd is the basis of great content marketing. Survey responses, consumer data, analytics records along with other advertising properties really are a godsend to developing a much better knowledge of your audience.
This could additionally help provide sample size to draw exact projections of audience tastes and reduce your funds.

2. Build a content-creation procedure. Demographic data and buyer parts offer without systematic enactment.Focus on a regular agenda to determine credibility and attract leads. Developing a solid marketing plan, but posting content that is unpredictable won’t do you a lot of good. According to Hubspot, brands that create 15 site posts per month see leads in the same span. added 1,200

3. Consecrate to your own heart messaging. Having a definite grasp on which your audience desires and your content marketing machine set up, the next puzzle piece is content that is powerful. However, exactly what does that really mean?

Based on the Content Marketing Institute, as little as 44 percent of business to business marketers really have a documented content strategy. Consider 80 percent of readers never make it past the headline copy. The reality becomes clear: strategic, intelligent issue selection issues. Each section of content from site posts to infographics holds an opportunity raise brand awareness and to convert new clients.

4. Optimize and duplicate. With your content willing to go, it’s time to put it that potential customers and search engines can understand. Key Word optimization and SEO play an important part in receiving your content noticed.

In place of focusing on single key words your competition is also using, try to find long-tail searches and keywords and integrate it in your strategy. As many as 70 percent of searches are long tail queries.

Include an attention-grabbing headline guaranteeing worth to anyone who enters, without giving the complete story away. Create subheadings that guide the reader through the content to help keep their focus and let them to skim through property and the content on which they actually want to understand about.

5. Don’t publish. Concentrate on promoting. Where successful organic traffic building actually happens promoting is. Having a foundation of process and insight, it’s time to build excitement and increase awareness for your content.

For many businesses, promotion means releasing your post, video or other work on your corporate social-media accounts where no one is really engaging. Should you produce a powerful post about SEO, contact bloggers, experts and other “community influencers” about your new piece. Doing this will help assembling pagerank of your article garner links on their websites, and getting the attention of audiences that are additional.

6. Replicate. Constructing all-natural traffic takes some time, but may be done effectively having a consistent strategy and proper optimization. Quality content, printed consistently, optimized, and aggressively marketed is the key to building links, page ranking, keyword share, and readership. Over time, each post can be an effective, long term instrument in locating customer conversion and revenue.

Everett Wilkinson: What is better SEO or PPC?

seo vs ppcThe question of whether SEO (search engine optimization) or PPC (pay per click) advertising is best for your company depends entirely on the goals you have. Is the service or product on offer something new? Does it take some level of education to be able to use? Do you have a reputation in the industry? These questions and more must be addressed before addressing if you go to the SEO or PPC route.

Let’s start out by looking at the difference between SEO and PPC.


There’s more to SEO than just optimising your website and content so that it ranks highly in organic search results for your chosen keywords. There’s also the element of being the authority on the problem and providing the right solution. Google, Bing, and Yahoo also look at the way people interact with a website, including if they come back it, along with hundreds of factors such as backlinks.

Pay per click advertising is entirely paying for advertising space for some specific keywords on search results pages. However even a paid ad campaign such as a PPC campaign involves some search engine optimisation.


So is SEO Better than PPC?

Every long-term strategy for marketing needs to include some measure of search engine optimization. The main advantage of using SEO is that it tends to bring in better quality traffic. Many internet users have managed to train themselves to just automatically ignore sponsored links and adverts when using search engines and the internet as a whole.

There’s plenty of data on the subject that suggests people who come to your website naturally are more likely to trust you and your products/services. When you’re ranking high in search results it sends a clear message that you’re an expert in the field and a major name in the industry.

This doesn’t mean that SEO is free by any stretch of the imagination however. There is always a cost to SEO, whether you’re spending your own time by doing it yourself or your money by brining in an expert to do it for you.


SEO Myths

This doesn’t mean you should throw away PPC though. There are also advantages of PPC. A good PPC campaign can bring in a great return on investment, and there are times when the person who pays the most isn’t the top spot. The search engine wants to provide users with the best results for their search. They serve the searchers, and not the advertisers. If Google were to just give people, the highest bidder and they never solved their problem they would change search engine. It wasn’t kneeling to the highest bidder that crowned Google the king of the search engines.

The other main benefit of PPC is advertising on a website that is visited by the people you’re advertising to. If the potential customer sees your advert in their search results but doesn’t click on it, they are more likely to do so when they see it again on their favorite website.



The answer to if SEO is better than PPC remains the same; it depends.

Using pay-per-click advertising gives your business a great boost for their digital marketing and draws instant traffic. If you want to get the most out of PPC it helps to acquire the proper certifications and training. Google provide free training for businesses in Google Analytics and Google Adwords. If you’ve not got the resources or the time for this then you should hire someone else who already has the training. One disadvantage of PPC is that the traffic disappears when the ads do.

While search engine optimization remains very important it can take time to build up your page authority and climb the rankings. Rankings also change all the time, particularly in a competitive market. One of your competitors can become the authority in a second if they take their campaigning to the next level.

This is no reason to be discouraged however as using an SEO strategy across the long-term is the best choice for high quality leads. Improving SEO also improves PPC, so there are other benefits to correcting page content, backlinks, and everything else that comes with SEO.

Realistically both SEO and PPC can get you to the top of the first page of search results. They are just different in how they do this and the advantages they have. No matter which method you go with we wish you good luck!

Comprehensive Financial Analysis

In this post several calculations and analysis will be examined.  Specifically, the Weighted Cost of Capital (WACC) will be calculated and considerations of capital budgeting analysis.   Ford’s financials will be examined in finding the most effective budget analysis.   National trends toward capital risks will also be discussed in reference to the Ford’s WACC.   Lastly the capital requirements of Ford will discussed.

Weighted Average Cost of Capital

The weighted average cost of capital (WACC) is the “Expected rate of return on a portfolio of all the firm’s securities, adjusted for tax savings due to interest payments” (Brealey, Myers, & Marcus, 2007, p. 327). The calculation of the WACC takes into account the firm’s capital structure as well as the amount of return required from shareholders for debt and for equity or any other class of security that is part of a company’s capital structure. The cost of capital is the weighted average of the required returns and the WACC uses the same calculations but accounts for the tax discount on interest paid for debt. In order to calculate the WACC the company must first calculate the expected rate of return based on the level of risk that an investor is taking on.

The required rate of return on common stock can be calculated using the capital asset pricing model (CAPM) which measures the rate of return required by investors based on risk as well as current market expected return on risk-free assets. The WACC is used to determine the necessary cash flows that an investment must produce in order to generate enough income to give investors a fair return on their investment. Ford Motor Company has a complex capital structure involving outstanding debts as well as equity, preferred stock and other classes of security. In order to measure the WACC the CAPM model is used to derive a beta for debt and equity and from there the WACC can be calculated.


WACC is an excellent tool to evaluate a project. However, using this method for Ford Motor Company can provide both positive analysis and problems. First of all, as mentioned WACC is helpful in deciding if a project offers a return that shareholders find acceptable. Obviously, Ford needs to evaluate individual projects to see if the project matches up with Ford’s goals. However, applying WACC to a whole company can be difficult. For one, the process gets much more complicated. As mentioned earlier WACC calculated required rate of return for each class of security and debt. For example, Ford has long term debt, minority interest, redeemable preferred stock, non-redeemable preferred stock, common stock, and treasury stock just to name a few (MSN money, n.d.). Each one of these debts or equity is a portion of WACC. Inherently, more variables makes calculation more difficult.

Another point is that changing capital structure of the company will change WACC. Many companies change capital structure and Ford may possibly do so as well. Logically, this means one needs to readjust the WACC whenever capital structure changes. The problem is forecasting the outcome of changing capital structure is difficult. One reason for example, is when a company decides to take on more debt this most likely means shareholders will ask for higher returns. In this case, calculating Ford’s WACC if it decides to take on more debt will prove hard. Plus, not only will the required return on equity increase, but most likely debt will as well. The reason is creditors will ask for a higher return since the company is more leveraged. In this instance WACC debt and equity required return needs to be increased (Brealey, Myers, & Marcus, 2007).

Using WACC on Ford is both complicated and may not yield accurate results. Since, Ford has a variety of debt and equity the rate of return for each needs to be figured. Plus, WACC readjustment would be done every time the capital structure is modified. However, WACC is a way for Ford to benchmark and is a tool for Ford to use in financial analysis.

WACC Calculation

The calculation of WACC for Ford is based on the 2008 Form 10-k (2008) filed with the SEC. Debt rates were calculated using interest expense as a percentage of total debt value. For equity, shares from the financial statements were used, but matched to market value based on the current share price as quoted at $7.75 (Yahoo Finance, 2009). Convertible preferred stock values were also included in the calculation of WACC. The expected equity returns were calculated using the CAPM with a risk-free rate of 4.5% and an assumed market risk premium of 4%, for a total expected return of 8.5%.



Figure 1. WACC Calculation

 The calculated WACC is 5.43% given the stated assumptions. This may be used as a discount factor for internal analysis of new investments, given that it represents the average cost of raising capital for a new project. The expected return rate of the project must cover this weighted average return value with margin above it so that a profit may be made. A project with a return value less than WACC will not yield returns after accounting for cost of capital. This is therefore a hurdle rate and not a target return, as ideally the firm will produce returns in excess of the cost of capital.

It must be noted that Ford is showing a rising value of equity. Over the last year, the stock price has risen over three times from $2 to over $7 (Yahoo Finance, 2009). A forward looking calculation of WACC could take this into consideration. This would increase the proportion of monies calculated for equity in a future WACC calculation, which would increase the cost of capital as equity does not receive the benefits of the tax shelter that debt carries. However, as funds for a project may be required today rather than a year later, the current WACC would be used as a it represents the cost of raising funds at that point in time.


Recommendations for Ford Company would be to continue to use the WACC as a tool to allow them to assess what projects would add value to its shareholders and company with a high return. If they decide not to use this tool it can in ongoing efforts with future projects they could hurt them in the long term. They must take a risk in creating more capital to gain more cash flow to balance their debt ratio. There is a need to make sure that all of their projects are on point and following their timelines and expense. They must comply with all the necessary steps in obtaining their project goal and staying within budget. The last thing the company and its shareholders would want is that the project costs more than their return. Example: If they chose to develop a new make/model car and is projecting the project to cost $4 million dollars but they end up spending $8 million on project. Then when the cars are released for sale, they only make sold $2.6 million in cars which results to a $6.2 million loss. So they must be careful as to how they determine as to what type of project they decide to implement and try their very best to save money as much as possible but yet be able to seek positive and high returns.


After careful analysis, Ford’s WACC is extremely complicated given the company’s structure and national trends.    Ford has a required rate of returns for each class of security and debt.  For a company such as Ford, this can further complicated the measure.   To further complicate the calculations, many companies have been restructuring their capital in light of recent developments.    The WACC is 5.43% and includes discount rates and internal analysis.   However, the most impressive and shocking thing is the stock’s movement.   In the last year it is has gone from $2 and risen to $7.   This has to be a disturbing because it doesn’t support our analysis.  However, this can be dismissed as fluke in the market, rather than the financials of the company.    Ford should use WACC as a tool to measure its effectiveness of the financials and how to structure its debt and capital.



Brealey, R.A., Myers, S.C., Marcus, A.J. (2007). Fundamentals of Corporate Finance, 5e. New York: The McGraw-Hill Companies, Inc.

Ford (2008). Form 10k-k, 2008. Retrieved on November 8, 2009 from http://edgar.sec.gov

MSN money. (n.d.). Retrieved November 2, 2009, from http://moneycentral.msn.com/investor/research/welcome.asp

Yahoo Finance (2009). Stock quote for F. Retrieved on November 8, 2009 from http://finance.yahoo.com.