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Author: Niranjan

What is an attribution model? According to Google, the attribution model is the rule or set of rules that determine how the credit for a sale or conversion is assigned to the touchpoint throughout the consumer journey. A consumer journey is never as linear as shown in the old consumer journey funnel below.  These days consumers have a lot more choices/platforms available at their fingertips for research. Chances are, most consumers will do their research from multiple channels such...

What are negative keywords? Negative keywords are a very basic yet essential tool for controlling the positioning and spending in the digital landscape. They allow us to remove any keywords that we do not wish to appear for or that may not resemble & represent our product/service. Let’s take the example of a phone reseller, let’s say you sell all the major brands apart from Nokia. In that case, it would make sense that you do not want your...

To say we are living in very uncertain times could very well be the understatement of the year. The impact of COVID-19 - formally known as Coronavirus - can be felt across a multitude of professions. Alas, Digital Marketing is also one of those professions. A Brave New World In order to help you better prepare for a coronavirus phase, here at Siren Search, we have created a handy little survival guide on how to generate value for...

Google is spotted testing linking third party websites on top of the SERP. However, these results seem to appear only for specific location-based keywords including local terms like “near me”.  These links only seem to appear when a local search is conducted as shown in the image above. These third-party links mainly seem to include review websites such as TripAdvisor, Bookatable, Opentable etc.. We haven’t heard anything from Google regarding this change which makes us think that this...

For the uninitiated, a conversion is a process of changing users action via an ad (text, video or image) and converting them in a manner that provides value to your business (online purchase, fill in the contact form, calls from mobile phones). For a more in-depth insight on conversion tracking follow our blogs written by Rebecca page. Splitting Out Conversion Actions Google has been seen splitting out conversions actions for more granular control as seen in the image...