The Unexpected Value of Organic Search Traffic

Years ago, almost all of my clients also partnered with a Search Engine Optimization agency.

Google was king and SEO was strategy #1.

Then social media marketing took over as businesses discovered the value of free exposure on Facebook and Twitter. The results were faster and it was no harder than SEO.

Now it’s 2018 2023. Organic reach on social media is still a shadow of its former self. Advertising costs on the major networks (AdWords and Facebook) are doubling every year. And AI chatbots are loudly heralding the return of the king: search is back – and this time, it’s smarter!

If your marketing strategy is getting more complicated and expensive every month, it’s time to re-discover the value of organic search traffic.

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Google Analytics 4: the what, when & why

Google Analytics 4 is a brand new version of this powerful tool. When I say “brand new”, I mean it is completely different! There are some exciting, really powerful features. And some missing features. There’s also the important question of whether it works with Etsy!

So let’s get a quick overview of what GA4 means for boutique ecommerce sellers.

๐Ÿ‘‹๐Ÿ‘‹ Universal Analytics is going away in late 2023

DEFINITION: “Universal Analytics” is the name of the old version of Google Analytics that we used for many years. From here, I’ll refer to it as “UA“.

On March 16, 2022, Google announced that Universal Analytics (UA) will stop processing new data on 1 July, 2023 and reports on historical data will only be accessible until 1 July 2024.

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