e-Marketing Today

By Sage Lewis, The ClickZ Network, Sep 13, 2007

Since SES San Jose, I’ve been thinking a lot about this whole “Are paid links evil?” debate. Google says, “Don’t buy links to increase link popularity.” Web site owners say they have little choice because no one will link to them otherwise. Most mainstream SEOs agree aggressive linkers don’t deserve a halo over their heads. There is no question the search engines’ combat against aggressive linkers has evolved.

In fact, it shook me a bit when I realized how easy it is for a search engine such as Google to detect sites using paid links or boilerplate linking tactics.

So, I thought it might be interesting to put myself in Google’s shoes and imagine myself as a semi-human search engine trying to solve the paid links problem. What if I were tired of all these aggressive link-building sites manipulating my algorithm? What would I do if they were wreaking havoc with my SERPs (search engine results pages)? What if I wanted to strongly penalize the aggressive link-building offenders?

Visualize me as “I, Google,” a cyborg search engine imbued with superhuman powers to deal with aggressive link builders and paid-link buyers.

“I, Google”

Here is my recipe for addressing the paid-links dilemma. First, set a benchmark for link relevance. Audit potential danger zones such as the personal injury, pharmaceutical, and gambling categories. Rate the relevance factor for highly-competitive, highly-searched phrases in these categories.

Create an internal focus group to rank the relevance of the top ten results for keywords such as “personal injury,” “Viagra,” and “poker.” On a scale of 1 to 5, rank relevance with 1 being “completely irrelevant” to 5 being “completely relevant.” The results would be recorded and tested against the same focus group after applying an aggressive linking filter.

Create a tag called “LinkingTarget” for sites that meet the criteria identifying them as aggressive linkers. This filter would then be applied to any keyword where more than 100 sites compete for organic search rankings. The filter would also override the standard Google ranking algorithm.

However, don’t kick out the offending sites. “I, Google” doesn’t ban any site that may be innocent until proven guilty. Besides, aggressive link builders are often loud and might just call more attention to themselves. Instead, put a ceiling on their ability to rank highly. Keep the offending sites at position 11 or lower in the results for keywords with over 100 competing Web sites. Only allow the offenders to come up for very niche phrases such as brand name or Web site name.

Tag and Monitor Offenders

In our initial round of testing, a site would be tagged with “LinkingTarget” if there is a sudden increase in links or crosslinks when none existed before from the following:

• Sudden increase in links from sites with PageRank 4 and above where none existed before.
• Sudden increase in links from blogs where none existed before.
• Sudden increase in links from second-tier directories where none existed before.
• Sudden increase in links from non-related sites.
• Sitewide links from outside sites.
• Crosslinking with sites owned by the same person.

Check for sites that meet the above criteria within the last 365-day period. If all the above criteria were met within that rolling time frame, apply a “LinkingTarget” tag and attach the filter to the site.

Six months after the tag is applied, ask the “I, Google” focus group to rank the relevance of the original phrases. Compare relevancy scores from the previous test to see if relevancy increased across multiple phrases and industries. Check to see if the results seem to be random.

After a test period of six months, sites tagged with “LinkingTarget” would be monitored every 90 days for changes within the aggressive link-building criteria. If a decrease were found in two or more criteria, the “LinkingTarget” tag would be removed.

Link Crime to Punishment

The “I, Google” process described above would only penalize the most blatant link builders. Only sites meeting all criteria are likely to be guilty of building links strictly for increased link popularity. Plus, this system would be hard to game. The chances of a competitor initiating an attack campaign would be slim because the filter is highly confidential. Companies engaged in building links solely for link popularity are likely using most if not all of the proscribed link building tactics. Many sites trying to manipulate link popularity would be affected by this filter. Based on the success of the initial “I, Google” campaign, criteria can be adjusted to improve relevancy.

Eventually, the “aggressive linker” community would be demoralized. With steady pressure, link building solely for increasing link popularity would become an SEO practice marked for extinction.

By Carrie Hill , June 12, 2007

Out with the old - In with the new. There comes a time in the life span of every small business Web site when one must consider the pros and cons of a redesign – or at least a design update. A lot of times, the nature of small business is to worry about getting the day-to-day tasks done without having time to track Web site trends ensuring your site has the most advanced features. However, the Internet and consequently any technology related to it is constantly evolving, and if you don’t update your site to address dynamic trends and usability issues – your competitors will out-convert your outdated site.

Knowing When to Redesign

How do I know when I need a new design? Consider how long it has been since anyone worked extensively on your site. I always recommend my clients have regular updates along with the introduction of new trends – and a complete overhaul about every three to four years if possible. What state is your Web site in right now? Are you using graphical or JavaScript navigation? Are the photo styles and resolutions outdated and grainy? What sort of SEO benefit does your current site lack? Consider any “wish list” items you have for your site and understand a redesign can make those wishes become reality.

CSS Navigation

With the increasing popularity and Search Engine support for CSS navigation, using anything less could hinder your chances of maintaining market share. CSS enables the search engine spiders to access and crawl your Web site with greater ease and thoroughness. I’ve actually seen this change alone make some positive ranking improvements.

Professional Photography

Consider adding updated and sharp professional photographs to your Web site. Good photography is worth the money, as this can sometimes be the only sales “voice” you have. People are converting based on what they “see” on your site, and text can be limited in convincing them, whereas professional photography can succeed with a glance.

Strong Call to Action

Web site shoppers are fickle and have short attention spans – it’s important to tell them exactly what you sell and how to buy it. “Book online today!” and “Buy Music Online!” are great calls to action that can double as links leading to your shopping cart or booking engine. Be sure you are putting this information near the top of the page, above the fold. If you rely on phone calls to convert your potential clients – put that phone number at the top of your page – in large type. Don’t make the visitor hunt to find out how to buy from you, make it easy and crystal clear.

Location and Maps

Consider dedicating an entire page to finding your location, providing directions from various points in the area. A great interactive map such as those found at Google Maps or CommunityWalk could help your online shoppers find your location easily and without hassle. Text directions written with bullet points can help direct visitors unfamiliar with your area to your doorstep – increasing visitor/user satisfaction.

Headers, Logos and Colors

Your Web site logo and color scheme should reflect the ambience and intended experience you have for your guests/shoppers/clients. Professional Web sites with great color schemes and appealing headers and logos will sell more products than sites with “cartoon-like” logos and outdated and clashing color schemes. For example – the hot trends in colors these days are pink and tan or turquoise and brown, but in a year, the next hot colors could be black and yellow. Conveying a current and trendy Web site can tell your visitors you are up to date and conscious of their current online experience.

Formatted Information

It’s important to keep formatted information consistent. Consider the shopper’s point of view when designing pages that feature your products. As the user moves from page to page, can s/he find the color, size, price, and other important information consistently in the same place? The human eye is trained to look at a particular point on a Web page quite quickly – if online guests have to hunt around from page to page to find pricing – they’re going to get frustrated quickly and search for a Web site that delivers a better user experience.

Finding a Designer to Fit Your Needs

Let’s face it, there are a lot of designers out there – and honestly, there are a lot of bad ones. Make a list of the most important requirements you have for your Web site design and then ask for proposals from a variety of sources. Talk to a competitor you might be friendly with; ask the Chamber of Commerce who they recommend; find some local businesses with Web sites you like and ask them who did the design. Once you’ve compiled a list of prospects, it’s time to convey to them what you’d like to achieve. It’s important to remember - these people know design – so let them help you down the best path to a Web site that makes you happy.

The list above provides a framework for what you should look for in a site redesign, but it isn’t the “be all end all” of redesign checklists. Be flexible, consider what you’d like, and listen to the designer’s suggestions – the end product will be something you’ll be proud of, that your customers will enjoy using, and best of all – profitable!

By Chris Sherman Executive Editor, July 15, 2002

UltraBar emulates the most powerful features of the Google toolbar and extends them to virtually any search engine on the web — and it’s free.

Just about everyone who downloads the Google toolbar finds it indispensable. But there are times when you want to use other search engines, and though there are other engine-specific toolbars available, they tend to clutter up your browser. As an alternative, you can customize Internet Explorer’s Search Assistant to query multiple engines, but you’re limited to a relatively small set of sites selected by Microsoft.

UltraBar is a simple search toolbar that solves this problem, by allowing you to add virtually any search engine to its menu. It makes no difference if it’s a major search engine, a music sharing service, a recipe site, or even your own internal intranet. If it’s a search tool, you can add it to your UltraBar menu.

UltraBar provides only the most commonly used features of the Google toolbar: Search, highlighting terms, and a “seek to terms” button which takes your cursor to each instance of your search terms on the page — very handy for finding what you’re looking for on long web pages. But in many cases, this simple functionality is more than enough to help you find what you’re looking for.

Unlike many “free” programs available today, UltraBar does not install spyware or adware on your system, either. UltraBar does not collect any information about you other than what is contained in their Web server log files, and only installs the components necessary to power UltraBar directly.

If you like the power of the Google toolbar and would like to extend it to other search engines on the web, give UltraBar a try. Requires Internet Explorer version 5.01 or higher and Windows 95 or higher.

UltraBar
http://www.ultrabar.com/

Search Headlines

NOTE: Article links often change. In case of a bad link, use the publication’s search facility, which most have, and search for the headline.

Question: How do I improve my Google Image Search Results?

Ranking high in Google’s image search can increase your traffic considerably. This is especially true if you can rank in the top three for search results that show images above the organic search results.

There are much less variables to consider with image search than with organic search. Some of them are:

• File name
• Image Alt tags
• Image Title tags
• Size of the image
• Text around the image
• Title tag, meta tags, header tags, and the relevancy of the content on the page
• Links coming into the image
• Links coming into the page the image is on
• Authority or Page Rank of the page the image is on
• How old the image, page and site are

Try the following to improve your Google image search rankings:

1. Make your images large - Large images tend to rank higher than smaller images. I recommend making images you want to rank high in searches at least 10,000 square pixels. An image that is larger than 333 pixels wide by 334 pixels tall would work.I just did an image search for internet marketing and there were only two images with less than 10,000 square pixels on the first results page.

   Make sure to specify the width and the height of the image in your html.

2. Put your keywords in the file name - If you want your image to rank high for the term ‘internet marketing’, name it ‘internet-marketing.jpg‘.
3. Put your keywords in the Alt tags - This is probably the most obvious thing to do. Alt tags are designed to provide alternative text when images cannot be displayed. They should describe what the image is about.Example: <img src=”internet-marketing.jpg” width =”400? height =”400? alt=”Internet Marketing”>
4. Put your keywords in the image title tag - Many people don’t realize that there is a title tag associated with images. The text in the title tag is shown when the user mouses over the image. Put the same text in the title tag that you put in the Alt tag.Example: <img src =”internet-marketing.jpg” width =”400? height =”400? alt =”Internet Marketing ” title =”Internet Marketing “>
5. Put your keywords in the text close to the image - I recommend putting descriptive text that includes your keywords below each image that you want to rank high in image searches. This is just more information for Google to use in determining what your image is about.
6. Optimize your page for the keywords - Include the keywords in the title tags, meta tags, header tags and the body copy of your page. Keyword density of the page that the image is on is very important.
7. Create an image site map - I have just started testing this out, but I have high hopes for it. Create a page with text links to all the images on your site that you want to rank high in image searches. Use the appropriate keywords for your anchor text when linking to the images.An image site map is a great way to get links that come directly into your images and it lets the search engines know more about what the images are about.
8. Increase the authority of your web site - Images on pages with high Page Rank tend to rank higher in image searches. Build links into the page where the image is located and both your organic and image search rankings should improve.
9. Prevent the framing of your web site with javascript - You can stop Google from framing your web site by adding javascript code to your pages.The idea here is that when somebody clicks on the image thumbnail in the search results they will go directly to the page on your site where the image is located without seeing the Google frame that has a direct link to the image. You should get more page views by using this javascript. I’m not sure if Google will penalize your site for using such code.

I would love to hear of any other techniques that you have found successful for increasing your image search results.

Introduced by Google in 2005 and initially intended to prevent blog and forum comment spam, the rel=nofolow tag is used to instruct search engines that a link should not influence the link target’s ranking in the search engine’s index.

Most blog software like Wordpress and some forums use the “nofollow” attribute on links that readers submit.

Individual search engines handle rel=nofollow differently:

• Google does not “follow” the link at all.
• Yahoo! does not use the link in it’s ranking calculation, but does “follow” the link and index the page.
• MSN does not use the link in it’s ranking calculation, but there is little data to show whether they “follow” and index the link’s target.
• Ask.com does not support the attribute.

Source: http://en.wikipedia.org/wiki/Nofollow

Knowing how each search engine handles rel=nofollow is important. With this knowledge we can:

• Get new sites indexed in Yahoo! and Ask.com, and possibly MSN quickly by commenting on a few blogs or in a few forums.
• Improve site authority for almost 4% of all searches by commenting on blogs and in forums. 3.92% of all searches are Ask.com searches.
• Effectively have our pages not be indexed by the search engines by using our robots.txt file instead of rel=nofollow.

Rel=nofollow Repurposed

Google doesn’t like paid links manipulating their search results. They recently suggested that advertisers should use the “nofollow” attribute to help search engines distinguish paid links from unpaid links. Can you see a company like Text Link Ads putting rel=nofollow on the links they broker? Ummm… I don’t think so.

Other uses for Rel=nofollow

There are many other ways that webmasters can use the “nofollow” attribute to improve their search rankings. But before we can use rel=nofollow to our advantage we must understand that every link (internal and external) on a page takes authority or Page Rank away from other pages on a site.

Internal Links

Stop spreading your authority thin by putting the “nofollow” tag on links that go to pages that don’t need to be indexed or carry a Page Rank. Most of these pages have little chance of bringing visitors in through searches. These pages may include:

• Privacy policy
• Terms and conditions
• Application pages for stores, booking engines, job boards…
• Refer-a-friend and contact forms

Use the “nofollow” tag when you have duplicate links on a page.
I manage a site that has over ten links on the home page that go to one subpage. I use the “nofollow” tag on many of these links so that the majority of the authority doesn’t go to that one page.

External Links

Consider using the “nofollow” tag on many of the following external links:

• Affiliate links - You’re already sending them traffic. Don’t send your Page Rank too.
• Banner ads - Most of your advertisers aren’t buying banner ads to improve their search results, so put a “nofollow” tag on those links.
• Blog Plugins - There are many blog plugins out there that automatically add links to your pages. A good example of this is the many social bookmarking plugins, some of which put up to ten links after each post. That could be 100 external links on a home page that displays ten posts. Make sure you’re using plugins that use “nofollow”. This Internet Marketing Blog uses the Bookmark Me social bookmarking plugin because it has an option to make the links rel=nofllow.
• The Wikipedia - Don’t send authority to sites that don’t give it back. The Wikipedia started using “nofollow” for external links soon after the attribute was introduced. This is one reason why you see them near the top of many search results pages.

SeoQuake for Firefox

SEOQuake is a powerful tool that allows you to obtain and investigate many important SEO parameters of a web site and web page on the fly. One of the many benefits of SEOQuake is that it gives you the option to see text links that use the rel=nofollow tag bolded and with a line through it. This can be a huge time saver because it prevents you from having to look at the source code and do a search for ‘nofollow’ when you want to see if a site uses the attribute. This tool does not work on images with links that have the nofollow attribute.

If used properly, rel=nofollow can greatly benefit a web sites authority and search rankings.

Facebook groups have become the single biggest story in internet marketing and PR over the last few months. When Facebook first started out as a student only social network, Facebook groups were small gathering places for students to look outside their circle of friends and find people with similar interests and discuss anything from their favorite bands to their favorite sports teams.

Students soon realized the power of these groups and began using them to organize and even protest. Now that Facebook has been opened up to the public the number and variety of Facebook groups has exploded.

Facebook groups are now being used for news gathering and sharing in times of crisis like the Virginia Tech shooting and the more recent 35W Bridge Collapse in Minneapolis. The CIA is using its Facebook group as a recruiting tool, the Humane Society is using Facebook to raise awareness and fund raise, and Wallmart started its “Roommate Style Match” Facebook group to try and increase it’s back to school sales to college students.

Using Facebook Groups as a Promotion and Public Relations Tool is a great opportunity for businesses to start conversations, and build relationships with their customers.

Here are a few tips for starting your own Facebook Group

1. Define Your Goals - Before you create your group decide on what your goals are. This might include building brand awareness, improving customer relations, and finding new customers. Make sure to keep your goals flexible because over time your group will evolve based on the interests of its members. Remember social networking is not about control, it’s about starting conversations and building relationships.

2. Name Your Group - What you name your Facebook group will immediately effect people’s perception of your group. I recommend including your company and/or product name, this will help ensure that everyone joining your group is actually interested in taking about your company or product. Something simple like “Company X Snowboards” will do. People will be turned off if they join a group named “Snowboarders of the World Unite” only to find out that it was a place created to only talk about Company X Snowboards. When it comes to social networking, full disclosure is always a good policy.

3. Build Your Friends Network - This will take some time, but I recommend scouring Facebook for people who have interests related to your product and services and invite them to be your friend and join your Facebook group. You will get a lot of rejections, but each person that accepts your friend invitation and joins your group will be genuinely interested in starting a relationship with you and your company.

4. Join Related Groups - One of the best ways to increase the size of your Facebook group, is to join and participate in other groups that are relevant to your company and products, and invites members of that group to come and join your group as well. Make sure you continue to participate in these groups, and avoid spamming unrelated groups.

5. Cross Promotion - If you are active in other social networks or forums, be sure to mention them on your Facebook group. You can also attract people to your Facebook group by linking to it from your webpage, your Myspace page, your forum posts, your blog, and don’t forget to send out a link to your e-mail list. Many people spend time developing multiple streams of internet marketing, but forget to cross promote them.

6. Keep the Conversation Going - Make sure you are active in your own Facebook Group. Don’t just start it and then walk away. Keep the conversation fresh and updated. Visit your group daily, and make sure you respond to everyone whether their comments are positive or negative. Your Facebook group could be a great place to find out about specific problems people have with your products and services and resolve them before they have a negative impact on your company.

7. Keep your Group Informed - People love hearing things first, so any new information you have about your company, your product, or your industry will make a great topic of discussion. A Facebook group is a great way to promote your products and services with a two way conversation without sounding like too much of a salesman. Just make sure you have permission before dishing out too many company secrets.

I’d love to hear other peoples tips on how they are using Facebook Groups to connect with their customers, please leave a comment below.

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Step 2. Upgrading the pages with the tracking code

On the next few tabs of the HitLens activation wizard deal mainly with the pages. First, you let the Wizard scan the folder where you keep the local copy of your site. The Wizard will list for you all HTML files it finds in the local copy. You will be able to choose the content group for every file. Also, you can specify the user-friendly name for each page so that your page appear in reports not as “thx.htm” but as “thank-you page: subscription” or something else like that.

Be very careful when you assign transactions to thank-you pages on the “eCommerce” tab – it is a key indicator of the relevance of your eCommerce reports, including ROI calculation. As well as the pages, transactions also can be organized into groups.

When you have specified the details for each page of your site, you can insert the tracking code into these pages in your local copy. The tracking code will contain these details and report them to the Datacenter each time this particular page is requested by the visitor and loaded into their Web browser.

The HitLens Activation Wizard updates the files in your local copy by writing the tracking code to them. If it happens to encounter a weird situation (it meets another HitLens tracking code, it will not be able to detect )

Step 3. Adjusting technical details

To make the statistics pure, you may want to exclude your own visits or visits made from your local / corporate network. In most cases the ideal technique to exclude your visits is with the help of a cookie. Each time a script is executed in your browser, it requests a certain cookie stored on your computer and passes this cookie to the Datacenter. If this cookie is the one you’ve set up to exclude from your statistics, your visit will not be counted.

Step 4. Uploading

When your local copy is updated, you should upload all files to the server where your site is hosted. You may choose to do it with the help of your favorite FTP program, hosting control panel or FTP file manager (FTP Uploader), it doesn’t matter. However you should remember to complete the following checklist:

• Upload all pages that now contain the tracking code to the hosting server. In the FTP Uploader, as well as in most FTP client software, you have the option to sort files by modification date. It may be of use as those files that HitLens has just inserted the tracking code into have the latest modification date.
• Upload the special external tracking script “tracking.js” to the root directory of your site. When HitLens Activation Wizard inserts the tracking code into your pages, it puts this file into the same directory where it finds your home (index) page. So, this file should be uploaded to the same directory on your server where you keep the home page. In other words, it must be accessible at the following address: “www.yoursite.com/tracking.js”.

One of the instant advantages of HitLens is that the tracking will start immediately after you upload the files. The reports can be retrieved in a few moments after the first visit is captured by the tracking script and reported to the Datacenter.

What you should remember

1. Static Web sites are those using only browser-side technologies. No scripts are executed on the server to serve static pages.
2. For static sites, HitLens installation consists mainly of automatic insertion of tracking script into the pages, dividing the pages into content groups, assigning transactions to “thank-you” pages, adjusting the technical details and uploading the changed files to the hosting server. HitLens Activation Wizard takes you through all these steps in a user-friendly mode.
3. Together with uploading the pages with the tracking code, don’t forget to upload the file “tracking.js” to the root directory of your site.

A static site means that once the site is created and uploaded to the hosting server, the pages appear exactly the same for each user and each session. The server takes no action except transferring the page directly to the user’s browser in response to the user’s request.There aren’t any commands embedded in the page which may be executed at the server side.

Inserting the tracking script into a static page is a very simple process and is completely automated by HitLens. You can do it either manually or with the help of HitLens Activation Wizard (which is advised as it ensures the absence of errors and clarity of results).

Preparation

First of all, you need to decide which pages of your site will be tracked. We recommend setting up the tracking for all pages without exclusion. You never know what kind of information needs will emerge in the future. If you fail to include some pages in your tracking scheme now, you may find at some point that you do need to track visitor stats for these pages. While you can activate visitor tracking at any time on a moments notice, you’ll lack the data needed to effectively analyse traffic since these pages have heretofore been inactive. It takes time to build up the data needed for meaningful analysis.

You can automatically insert the tracking code into any page that is HTML-compliant or at least has a closing “</BODY>” tag. (Or a closing “</FRAMESET>” tag for frameset pages. HitLens Activation Wizard searches for this tag on the page and inserts the tracking script directly before it. Manually, you are able to insert the tracking code virtually anyplace in any HTML page.

So, your first step is to decide which pages are to be tracked, and make sure these pages are located in the local copy of the site on your hard drive, so you can upload them later to your hosting server.

Then, you should determine whether you want to use some content groups, and if so, you’ll need to define your groups. Usually, you should group the pages thematically. For instance, assume you have several pages on your site devoted to computer accessories, several other pages devoted to computer services and some pages about your company and contact details. Organizing these themed pages into content groups allows you to easily make conclusions on what is most popular: computer accessories or computer services.

Third, take time to find out which of your pages are responsible for “transaction” handling. A transaction may consist of any action taken by a user on your site: a purchase, a subscription, an order, etc. User logins into accounts can also be considered transactions. To let HitLens know that a transaction has taken place on your site, you should find the page that is shown to the visitor directly after this transaction, and insert the tracking script with transaction details into this page (HitLens Activation Wizard will help you). For instance, when a visitor has subscribed to your newsletter, you show them a page that thanks them for the subscription. When this page is shown to the visitor, it means that the subscription transaction has been successful and HitLens may register it. So the tracking script sends the transaction details to the Datacenter.

Note : transactions are mostly dealt with when you have a dynamic Web site, they are rarely found on sites that are completely static. Nevertheless, such a situation is possible; for instance, when your site deals with only one kind of transaction or when all transactions are of the same amount, and so on. Thus, your thank-you page is static.

When you’re done with the preparations, made sure that all your Web pages ready in your local copy, defined the content groups and know which pages are to be defined as transactions, you may start working – HitLens Activation Wizard does not require any additional preparatory steps.

Step 1. Select the service plan and set up passwords

There are two service plans available – “Power” and “eCommerce“. “Power” means that you will be able to receive all kinds of statistics except those available in two report groups called “eCommerce” and “Campaigns“. These contain important financial information. If your business has to deal with sales and you’re serious about marketing, the Power plan may not be the right choice for you. However, for general optimization and traffic analysis purposes, the “Power” plan is sufficient, for it includes reports about referrers (including the search engines), keywords used to find your site, visitor behavior statistics, demographics, page popularity, etc.

The “eCommerce” plan, apart from that, will let you analyze the commercial effectiveness of your optimization and marketing efforts. As soon as you enable HitLens to collect the data about the transactions taking place on your site, and let it know the amount of each transaction, it can easily calculate your revenue and report to you on the “Return On Investment” index, efficiency of referrers, etc.

On the second step, you set the passwords. Remember that the master password is the primary one: with its help, you will be able to change any HitLens settings and assign / reassign the secondary passwords.

The secondary passwords are the “Guest” and “eCommerce” password. They are used to let any person who has downloaded and installed Web CEO see the statistics for this Web site. That is, if you’re a webmaster at a large company and you have activated the HitLens service, you have the master password and can adjust any settings for this service and even deactivate it, as well as see the reports collected by HitLens.

However, you will probably want to share the statistics reports with those you set up the stats for – the marketing department, CEO, etc. So, you give them these two passwords. The “Guest” password will open for them the access to all reports except the two sections related to the financial information: eCommerce and Campaigns. The eCommerce password supplements the Guest password with the access to these two sections.

So if you want to grant somebody full access to any and all of the reports available in HitLens, give them both passwords.