Posts by Sean

The importance of experience & authenticity in recent Google Updates

February 23, 2024 Posted by Sean Walsh Round-Up 0 thoughts on “The importance of experience & authenticity in recent Google Updates”

In the evolving landscape of Search Engine Optimisation (SEO), the emphasis on authenticity and firsthand experience in content creation has never been more critical. This shift is reflective of search engines’ sophisticated algorithms that prioritize content offering real value to users.

Search Engine Land reported this week that a SEO study showed that websites using first-person pronouns and first-hand experience seemed to be gaining from the recent batch of Google Updates. Subtle identifiers such as “me”, “I” or “we” perhaps demonstrate to search engines that the content is produced and written by a human, and not instead with the voice of a “brand” or company. This shift to focusing on individual experts is a clear one, with so many sites competing with often the same content (now not helped by AI), Google seems to be separating the wheat from the chaff by looking for content clearly penned by an individual.

We have long told our SEO clients – to write content from the individual’s perspective. Make it personal – use content so that it shows a company isn’t sanitised brand copy, but a collection of thoughts, ideas and explanations from the experts that work there. Never before has it been so important to ensure that your online content comes from an experienced individual, and one with true authenticity.


Building Credibility: Authentic content establishes a foundation of trust between a website and its visitors. Search engines like Google use various indicators to assess the genuineness of content. Original research, accurate sourcing, and transparency in authorship and intention all signal authenticity to these algorithms.

Enhancing Engagement: Authentic content resonates more deeply with readers, encouraging longer engagement times and more meaningful interactions. These behavioural signals are key metrics for search engines in determining content quality and relevance.

Mitigating Risks: In an era where misinformation can quickly spread, search engines penalize deceptive practices harshly. Genuine content strategies avoid these risks, ensuring long-term SEO health.


Firsthand Knowledge: Content created from firsthand experience offers unique insights that generic information cannot replicate. Search engines, through updates like Google’s E-A-T (Expertise, Authoritativeness, Trustworthiness), increasingly value this depth of knowledge.

User-Centric Design: The user experience (UX) on a website, including its content’s readability, accessibility, and navigability, significantly impacts SEO. Content that reflects an understanding of user needs and preferences tends to perform better in search rankings.

Content Depth and Quality: Experience-driven content often provides a richer, more comprehensive exploration of topics. This depth is not only valuable to readers but also positions websites as authoritative sources on specific subjects, further boosting SEO performance.

Why focus on creating content with experienced experts

Adaptation to Algorithm Updates: Google’s algorithm updates increasingly focus on rewarding content that demonstrates both authenticity and real-world expertise. Websites prioritising these aspects are better positioned to adapt to and benefit from these changes.

Competitive Differentiation: In saturated markets, authenticity and experience can differentiate a website from its competitors. This unique selling proposition can attract a loyal audience base, contributing to improved search visibility and higher conversion rates.

Leverage your own experience and expertise

The importance of authenticity and experience in SEO content cannot be overstated. As search engines evolve, the demand for content that is both genuine and insightful continues to grow. Websites that embrace these principles not only foster stronger connections with their audience but also solidify their standing in search rankings. The future of SEO lies in creating content that is true to the creator’s experience and expertise, offering real value to the user beyond keywords and optimization tactics.

Streamlining your data with Supermetrics & Google Looker Studio

February 2, 2024 Posted by Sean Walsh Round-Up 0 thoughts on “Streamlining your data with Supermetrics & Google Looker Studio”

In today’s digital age, the ability to make data-driven decisions is pivotal for marketing success. However, one of the most daunting challenges marketers face is consolidating data from various sources into a coherent, analyzable format. That’s where the magic of data integration tools like Supermetrics comes into play, particularly when creating comprehensive dashboards in Google Looker Studio.

Of course, none of this is new and anyone working in digital marketing will be familiar with how data visualisation dashboards can be invaluable for reporting. However, many clients aren’t familiar and may still be reliant on viewing data separately in different platform dashboards or via Excel exports. So, this guide is for you!

Data disconnection and complexity

Marketers utilize a plethora of platforms—social media, PPC, SEO, CRM, and more. Each platform generates vast amounts of data, but these data sources often exist in silos, making it difficult to see the bigger picture. The process of manually extracting, cleaning, and consolidating data is not only time-consuming but also prone to errors, leading to less reliable insights.

What is Supermetrics?

Supermetrics is a powerful tool designed to automate the data extraction and consolidation process. It acts as a bridge, connecting your disparate data sources to your analytics or reporting tools. With Supermetrics, you can easily pull data from over 60 online marketing platforms (such as Google Ads, Facebook, LinkedIn, Twitter, and Salesforce) directly into Google Looker Studio, Excel, Google Sheets, and other reporting tools.

Utilizing Supermetrics for diverse data sources

The strength of Supermetrics lies in its versatility. Whether you’re looking to analyze your SEO performance, track your PPC campaigns, monitor social media engagement, or measure your sales funnel, Supermetrics has you covered. It streamlines the process of fetching data from various platforms and prepares it for analysis, saving marketers countless hours of manual work.

Integration with Google Looker Studio

Google Looker Studio, previously known as Google Data Studio, allows users to create customizable dashboards and reports. When Supermetrics is used in conjunction with Google Looker Studio, it transforms raw data into visually appealing and informative dashboards. Here’s how you can leverage Supermetrics for Google Looker Studio:

  1. Connect Your Data Sources: Use Supermetrics to connect your marketing platforms with Google Looker Studio. This is as simple as adding Supermetrics as a data source and selecting the platforms you wish to integrate.
  2. Automate Data Import: Schedule automatic data refreshes to ensure your dashboard always displays the most up-to-date information.
  3. Customize Your Dashboard: Utilize the drag-and-drop interface of Google Looker Studio to create custom reports that highlight the KPIs most relevant to your marketing objectives.

Innovative Data Visualization techniques

With the foundation set, it’s time to get creative with your data visualizations. Here are some innovative ways to present your data in Google Looker Studio using Supermetrics:

  • Multi-Channel Performance Overview: Create a comprehensive dashboard that showcases your performance across different marketing channels, allowing you to easily compare and contrast their effectiveness.
  • Customer Journey Funnel: Visualize your customer’s journey from initial contact to sale, highlighting areas of strength and opportunities for improvement.
  • Real-Time Campaign Tracking: Set up dashboards that track the performance of your marketing campaigns in real-time, enabling quick adjustments to optimize results.
  • Geographical Heat Maps: Understand where your efforts are paying off by visualizing customer engagement, sales, or any other key metric by geographical location.
  • Competitor Benchmarking: Use Supermetrics to pull in public data on your competitors and create dashboards that benchmark your performance against theirs.


In a world where data is king, having the right tools to effectively gather, analyze, and present this data is crucial. Supermetrics offers a lifeline for marketers drowning in data, simplifying the process of data consolidation and visualization. By harnessing the power of Supermetrics and Google Looker Studio, marketers can unlock insights that were previously hidden, driving smarter, data-driven decisions that propel their businesses forward.

Ready to transform your marketing analytics strategy? Explore how Supermetrics can streamline your data integration and visualization processes today. Speak to us about building your very own digital performance dashboard today.

Exploring Microsoft’s Retail Media Creative Studio and its place in the AI ad creation market

January 26, 2024 Posted by Sean Walsh Round-Up 0 thoughts on “Exploring Microsoft’s Retail Media Creative Studio and its place in the AI ad creation market”

In the dynamic field of digital advertising, Microsoft’s Retail Media Creative Studio emerges as a groundbreaking tool. This platform is not just another ad creation software; it represents a significant leap forward in how digital ads are crafted. By integrating advanced AI technology, it offers a unique solution that addresses common challenges faced by digital marketers in ad creation and campaign management.

What is Microsoft’s Retail Media Creative Studio?

This innovative tool from Microsoft harnesses the power of artificial intelligence to streamline the ad creation process. At its heart, it’s designed to take the complexity out of creating digital banner ads. By inputting a simple product URL, the tool can generate visually appealing and effective ads almost instantaneously. This is a significant departure from traditional methods, where ad creation is a time-consuming process involving multiple steps and collaboration between various teams.

In the realm of AI-driven ad creation tools, Microsoft’s Retail Media Creative Studio faces competition from several innovative platforms. Adobe’s Creative Cloud suite, particularly with its AI capabilities in Adobe Sensei, is a notable competitor, offering a range of design and marketing tools that leverage AI for content creation. Google’s various advertising solutions also present competition, especially with their advanced targeting and analytics features. Additionally, smaller, specialized AI marketing tools are emerging, offering niche solutions and innovative approaches to ad creation and optimization in the digital space.

How does it work?

The process begins with the user inputting a product URL into the Retail Media Creative Studio. From here, the AI takes over, analyzing the product and its attributes. It then uses this information to generate a banner ad that not only looks great but is also optimized for performance. The AI considers factors such as brand guidelines, current design trends, and performance data to ensure that each ad is not only in line with the brand’s identity but also poised to perform well in digital spaces.

You can watch Microsoft’s video about how the tool works.

Benefits for digital marketers

  • Time-Saving: It significantly cuts down ad creation time.
  • Brand Consistency: Ensures ads consistently reflect your brand’s style.
  • Optimization: AI-driven optimization for better ad performance.
  • Scalability: Easily handles a large volume of ads for various campaigns.
  • Cost-Effective: Reduces resource expenditure on ad creation.

In essence, Microsoft’s Retail Media Creative Studio offers a practical, efficient, and intelligent solution for digital ad creation, making it a valuable asset for marketers in today’s digital landscape.

How To: Automate exporting WooCommerce stock levels to Google Sheets

January 18, 2024 Posted by Sean Walsh Round-Up 0 thoughts on “How To: Automate exporting WooCommerce stock levels to Google Sheets”

In the ever-evolving world of e-commerce, staying ahead of inventory management is crucial for business success. Automating the export of product stock levels from WooCommerce to Google Sheets can transform how you manage your inventory, offering a seamless and efficient approach. In this guide, we’ll explore the key benefits of this automation, providing insights into how it can enhance your business operations as well as how to easily achieve this.

WooCommerce stock-level functionality has to be manually exported if you’re looking to take a standard approach to using stock data. This can be a time-consuming task and is easily forgotten about. For many marketers, accessing real-time stock data in a simple data point like a Google Sheet means that they can integrate this data with other management and analysis tools. For many of our clients, simply having a live and dynamic stock feed from WooCommerce means that they can better interpret performance and plan stock more efficiently.

Real-Time Inventory Tracking

  • Instant Updates: With automation, stock level changes in WooCommerce are immediately reflected in Google Sheets. This real-time tracking prevents stock-outs and overstocking, ensuring you always have a clear picture of your inventory.
  • Efficient Reordering: Real-time data allows for timely reordering, reducing the risk of lost sales due to out-of-stock items.

Enhanced Data Accuracy

  • Minimized Human Error: Manual data entry is prone to errors. Automation eliminates this risk, ensuring your stock levels are always accurate.
  • Reliable Inventory Reports: Accurate data leads to reliable inventory reports, which are essential for making informed business decisions. Many of our clients utilise the data as a way of understanding a decline in performance that can be caused by stock levels depleting.

Improved Productivity

  • Time-Saving: Automation frees up valuable time, allowing you and your team to focus on other critical aspects of your business.
  • Streamlined Processes: By reducing the need for manual updates, your inventory management process becomes more streamlined and efficient.

Better Financial Management

  • Cost-Effective: Automated stock level management helps in maintaining optimal inventory levels, reducing holding costs.
  • Profit Maximization: By avoiding overstocking and stock-outs, you can maximize profits and minimize unnecessary expenditures.

Enhanced Scalability

  • Easy Scalability: As your business grows, managing larger inventories manually becomes challenging. Automation scales with your business, handling increased data effortlessly.
  • Adaptability: Automation solutions are adaptable, catering to your evolving business needs.

Seamless Integration and Accessibility

  • Easy Integration: Automating WooCommerce with Google Sheets is straightforward, requiring minimal technical knowledge. We use Google Sheets as it’s a simple and largely universal platform that is easily integrated with thousands of third-party software solutions as well as data performance dashboards that we create using Google Looker Studio or Microsoft Power BI.
  • Accessible Anywhere: Google Sheets can be accessed from anywhere, offering flexibility in inventory management.

Customizable and Extendable

  • Tailored Solutions: You can customize your Google Sheets to match your specific inventory management needs.
  • Extension with Add-Ons: Numerous add-ons are available to extend the functionality of Google Sheets, offering enhanced analysis and reporting capabilities.

Automating the export of WooCommerce product stock levels to Google Sheets is a game-changer in e-commerce inventory management. It offers many benefits, including real-time tracking, accuracy, increased productivity, better financial management, scalability, seamless integration, and customization. By embracing this automation, you set your business up for greater efficiency and success.

How can I easily automate WooCommerce stock data into Google Sheets?

We have spent a great deal of time and effort looking at potential solutions and the most straightforward and cost-effective method for small and medium e-commerce businesses would be to utilise Stock Sync with Google Sheet for WooCommerce. The free option allows for up to 100 products but a Pro version for around $50 has unlimited products and works seamlessly.

Requirements to set this up

The plugin is extremely easy to set up and provides clear guidance for a competent WooCommerce administrator. To complete the setup you’ll need the following:

  • Google Cloud account with enabled Google Sheets API access
  • Google Sheet
  • Access rights to install a WordPress plugin

What features does this plugin offer?

Features include:

  • Unrestricted Bi-Directional Product Sync: Sync an unlimited number of products between WooCommerce and Google Sheets, going beyond the 100-product limit of the free version.
  • Comprehensive Editing from Google Sheets: Freely edit key product details like name, stock level, description, price, SKU, and custom fields from Google Sheets.
  • Adding New Products from Google Sheets: Effortlessly add new products to your WooCommerce store directly from Google Sheets, with instant updates on your site.
  • Unlimited Bulk Editing and Product Addition in WooCommerce: Manage and add products in bulk without any restrictions, offering a powerful tool for inventory management.
  • Custom Fields Synchronization in WooCommerce: Sync and edit WooCommerce custom field data from Google Sheets to display additional product information like size and colour.
  • SKU Synchronization: Keep track of inventory efficiently by updating WooCommerce product SKUs directly from Google Sheets.
  • Product Image Synchronization: Easily manage and update product images in your store through Google Sheets synchronization.
  • Display of Total Sales Count: Gain insights and make informed decisions with the total sales column feature in Google Sheets.
  • Viewing Product Categories: Easily categorize products by viewing their categories directly in the connected spreadsheet.
  • Display of Product Attributes: View and manage product attributes conveniently on the Google Sheets spreadsheet.

What to do with the Google Sheet and stock data when it’s ready?

There are multiple implementations/ways of using the data once it’s all operational. A few of these we recommend include:

Integrate the data into your performance dashboards like Google Looker Studio.

You can track stock levels over time and overall them with sales data to identify where stock shortfalls have affected performance as well as spot upcoming potential instances where you might not have enough stock. Furthermore, you can combine the “number of sales” metric that the plugin generates with stock to identify products that are high in stock but low in sales to create a strategy to sell these “unwanted” products better.

Automate email notifications for low stock levels

WooCommerce does allow for low-stock email notifications but the system is relatively simple and can be annoying if you’re dealing with a high volume of stock. Using the Google Sheet you can automate a daily or real-time email that informs your business of upcoming low stock that is sorted/filtered by category or audience.

Share stock data with your third-party agencies

As a digital marketing agency, it is invaluable to be given a real-time of stock levels from a client. It helps inform where we need to push and where we need to be careful (e.g. setting sales on low-stock products isn’t wise!). It can also help agencies better interpret performance data and explain performance issues that might be caused by low/out-of-stock products.

Manage e-commerce performance better

Providing stock overview to external/internal website management or marketing terms can help them manage the website better. Prioritising high-stock products in elements such as “featured products” grids or hero banners can help “shift this stock” better. Furthermore, being able to see stock levels can ensure that marketing promotions such as banners, best-seller widgets and offers aren’t being pushed to products that are out of stock (or just about to go out of stock!).

Start transforming your inventory management today. Explore the tools and resources available to automate your WooCommerce product stock levels to Google Sheets and witness the positive impact on your business operations. Stay ahead in the competitive world of e-commerce with smart, efficient inventory management.

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