Postgraduate Case Study: Search Marketing & Demand Generation for Aviation American Gin
Aviation American Gin's Business Goals:?
·????? Drive Growth in the Super-Premium Gin Segment in North America:
Aviation American Gin aims to expand its influence in the premium category, reflecting a growth trajectory. A critical review of their website and social media presence reveals an emphasis on high-quality imagery and premium branding which aligns with this goal. However, the conversion strategies, such as the placement and design of calls to action, could be further optimised to drive sales more effectively. The current utilisation of banner ads is commendable, but their impact on conversion rates should be continuously monitored and adapted to user engagement data to maximize ROI. (Diageo, 2020)
·????? Leverage Ryan Reynolds' Celebrity and Creative Marketing:
The brand's use of Ryan Reynolds' ownership and creative input has significantly enhanced its appeal and visibility. To capitalise on Reynolds’ following, the brand could enhance engagement by integrating direct call-to-actions within content he features in, thereby driving traffic from social media to product pages. By tapping into his influence, the company can extend its reach, but a strategic balance must be maintained to ensure the brand equity is not overly dependent on celebrity endorsement. (Diageo, 2020)
?·????? Engage Consumers Through Humorous and Engaging Content:
Focusing on creating memorable content that resonates is at the heart of Aviation Gin's strategy. Their humorous and engaging content has a high shareability factor on platforms like Instagram and X, which helps organically increase brand awareness. However, the company must ensure that humor is tailored to resonate across different markets, and analytics should be used to gauge the effectiveness of this content in driving actual sales, not just engagement. (O’Brien, 2023)
?·????? Expand Brand Reach Both in North America and Internationally:
Through Diageo's acquisition, Aviation American Gin has the opportunity to leverage an extensive global network. While the brand has a strong presence in North America, further analysis of international market trends and consumer preferences can help fine-tune global marketing campaigns. International SEO strategies, including localisation and regional content marketing, can further support this expansion goal. (Diageo, 2020)
?·????? Aim at Selling Gin at Home:
Highlighting the convenience and appeal of enjoying premium gin experiences at home is especially relevant in the current market. The brand's promotion of at-home gin experiences through banner ads is a strategic move in response to changing consumer behaviours. To drive more sales, these ads could be linked to interactive content, such as virtual mixology classes or home entertainment ideas, providing a more immersive experience that encourages product purchases. (Aviation Gin, s.d.)(Appendix 1)
Aviation American Gin SEO Analysis.
SEO Analysis of Aviation American Gin Website Content
Aviation American Gin's online strategy effectively promotes e-commerce through clear CTAs like 'Find Store' and 'Buy Now', targeting home gin sales. The 'Production' page features key terms such as 'infusion', 'distillation', and 'botanicals', appealing to those curious about gin crafting, potentially improving search rankings for informational queries.?
The 'Cocktails' page aims at transactional and commercial intent, showcasing recipes like 'Tom Collins' and 'Negroni Upgrade'. Enhancing this content with detailed narratives about Aviation Gin's history and adaptability in cocktails could boost visibility for gin-based recipe searches.
Furthermore, the keywords on this page not only educate but subtly prompt purchases by recommending Aviation Gin for various cocktails, effectively driving product usage and sales. However they do not have a ‘Blog’ page missing out on opportunity to include valuable keywords.
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Aviation American Gin vs. (Compatitor) Seagram's Gin Keyword Analysis:
Informational Intent:
"Aviation cocktails" and "drink recipes gin" indicate users seeking knowledge on gin cocktails, with Aviation American Gin ranking well for these terms. In contrast, Seagram's Gin ranks for "cocktail recipes gin" and "recipe for gin and tonic," showing a focus on similar informational content.
?Commercial Intent:
Both brands rank strongly for branded keywords like "aviation gin" and "seagram's gin," signaling high purchase intent. Including CTAs such as 'Buy Now' could help convert these searches into sales.
?Navigational Intent:
Keywords like "aviation recipe" and "seagrams flavors" cater to users directly seeking brand-specific information or products.
?Transactional Intent:
Terms like "buy aviation" and "seagrams drink flavors" suggest users are ready to purchase. Enhancing CTAs here could improve conversion rates.
Summary:
Aviation American Gin should continue emphasising cocktail recipes and gin education to maintain its strong informational keyword rankings, which builds brand authority and guides users towards purchase. Optimising commercial, transactional and non-branded keywords with effective CTAs and navigation could further convert searchers into buyers.?
Neil Patel's blog post "Why SEO Is Important: The Role of Search in Business Growth" provides compelling insights. He emphasises that effective SEO practices not only enhance visibility but also ensure that a business connects with its target audience at critical moments in the customer journey. (Patel, s.d.)
Aviation American Gin's marketing strategy currently shows no investment in paid search traffic, which could be a strategic decision possibly influenced by advertising regulations related to alcohol in the U.S.
Aviation American Gin SEO Analysis Continuation.
Keyword Gap Analysis
Opportunity: There is a gap in non-branded search terms related to gin that could drive additional traffic to Aviation American Gin's website.
Strategy: To attract users searching for generic gin-related content, incorporate these high-volume, non-branded keywords into the website's SEO strategy.
Keywords to Consider:
"gin cocktails recipe"
"cocktail recipes gin"
"gin drink recipes"
Long-tail Keyword Strategy
Opportunity: Long-tail keywords represent a more targeted approach, aligning with specific search queries and user intent.
Strategy: Develop content that answers specific queries and topics that gin enthusiasts like Jonathan are searching for. This not only improves search rankings but also aligns with the desire for authenticity and personalisation.
Long-tail Keywords to Consider:
"best gin cocktails for home bartending"
"sustainable gin cocktail recipes"
"artisanal gin for craft cocktails"
Benefits and Challenges of SEO to Aviation American Gin:
Benefits References:
·????? Increased Organic Reach: (Google, s.d.)
·????? User Experience: (Nielsen, 2012)
·????? Targeted Traffic: (Hubspot, 2024)
·????? Global Market Reach: (Patel, 2023)
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Challenges References:
·????? Algorithm Changes: (Patel, 2023)
·????? Spirits Market Competition: (Distilled Spirits Council of the United States, s.d.)
·????? Content Optimisation: (Moz, s.d.)
·????? SEO & Celebrity Branding: (Marketing Week, n.d.).
How SEO Can Help in Achieving Business Goals for Aviation American Gin:
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Aviation American Gin Target Audience
(Intel, 2022),?(Statista, 2018),?(Parkstreet, 2021),?(National Retail Federation, 2017),?(Brito, 2023),?(Hines, 2024),?(Martin, 2022),?(Allen, 2023),?(SparkToro, s.d.),?(Brodherson, et al., 2017),?(NielsenIQ, 2024),?(Carswell, 2021),?(Mohsin, 2023),?(Adobe Communications Team, 2022),?(SproutSocial, 2018)
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Keyword Research.
(Appendix 4-7)
Aviation American Gin's SEO can broaden its reach by targeting high-volume, non-branded keywords such as "artisanal cocktails" and "eco-friendly distilling," appealing to craft and sustainability enthusiasts. Shifting strategy to include terms like "sustainable drinking" and "craft gin culture" will attract new visitors and establish thought leadership. Utilizing BuzzSumo insights for content on popular topics like "gin cocktails recipe" can increase brand interaction. MOZ data suggests potential for low-competition keywords like "best gin drinks." A long-tail strategy, focusing on content for specific queries like "best gin cocktails for home bartending," will cater to niche searches, enhancing traffic and brand authority.
The Art of Mixology for Home Bartender Justification:
This topic capitalises on the growing trend of home bartending, which aligns with Jonathan's preference for creating unique drinking experiences at home. It also addresses his appreciation for authenticity, offering content that can help him develop genuine mixology skills with a focus on sustainable and ethical practices. By delivering this content, Aviation American Gin can foster a deeper connection with environmentally conscious consumers who value the craftsmanship behind their drinks.
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Seasonal Gin Cocktails Justification:
Seasonal content is perennially popular, providing timely relevance that can drive consistent traffic throughout the year. For Jonathan, who is keen on exploring new trends and products, this topic offers a way to engage with current tastes and occasions. It also presents an opportunity for Aviation American Gin to showcase the versatility of their product in various recipes, catering to a consumer base that seeks quality and uniqueness in their alcoholic beverages.
Gin Gifting Guide Justification:
Jonathan's interest in brands that exhibit self-awareness and humour can be leveraged through content focused on gin gifting. Such content can provide gift-giving inspiration that is thoughtful and aligns with his principles of inclusivity and sustainability. With the added personalisation element, Aviation American Gin can appeal to those who seek transparency and authenticity in their purchases, particularly in a market saturated with choices. This approach also taps into the potential for word-of-mouth marketing as gift recipients may become new customers if they enjoy the experience.?
The search trends from BuzzSumo affirm the relevance of Aviation American Gin's chosen content topics. "Best gin" aligns with "Seasonal Gin Cocktails," targeting those searching for top-quality gin. "Gin brands" bolsters the "Gin Gifting Guide," capturing interest from users seeking premium gin gifts. By focusing on these high-volume, low-CPC long-tail phrases, the brand can attract users ready to purchase, supporting its positioning as a leading premium gin brand.
?Website Optimisation Plan
Keyword Optimisation:
The 'Production' and 'Cocktails' pages already target relevant keywords. To expand reach, integrate long-tail keywords identified in our keyword gap analysis (Figure G, H) to capture the interest of enthusiasts in sustainable and artisanal gin segments. For instance, "artisanal gin crafting techniques" or "eco-friendly gin production" could be added to the Production page content, tapping into the growing trend for sustainability (Figure F).
Content Enhancement:
Create detailed narratives on the Cocktails page about Aviation Gin's history, embedding high-engagement keywords from BuzzSumo analysis (screenshot from BuzzSumo), like "gin cocktails recipe," to connect with users' informational intent (Figure A). A 'Blog' section could be added (Aviation American Gin SEO Analysis), offering behind-the-scenes, in-depth cocktails recipes, food pairings, etc., insights that would resonate well with the target audience.
Meta Elements:
Incorporate brand humour into meta descriptions and alt-texts for images and videos, potentially increasing SERP click-through rates (Figure E). This aligns with the brand’s strategy to engage through humour and could reflect in meta tags like "Refreshingly Humorous Aviation Gin."
Technical SEO and User Experience (UX):
Optimise the website’s structure and UX by analysing Site Warnings (Figure B). Address any usability issues, such as site speed and mobile responsiveness, ensuring a seamless journey from learning (informational intent) to purchase (transactional intent).
Here’s a more detailed action plan based on the errors from Figure B in the Ubersuggest screenshot:
1. HTTPS to HTTP Links:
Issue: 265 links on HTTPS pages lead to HTTP pages.
Action: Convert all HTTP pages to HTTPS to ensure secure and encrypted connections. This not only enhances security but is also a ranking signal for search engines, contributing to SEO and user trust.
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2. Text-HTML Ratio and Word Count:
Issue: 57 pages have a low text-HTML ratio and 54 pages have a low word count.
Action: Enrich these pages with meaningful content that improves keyword optimisation. Provide comprehensive information that aligns with user intent, ensuring that users stay engaged and receive value from the content, thus reducing bounce rates.
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3. Blocked Resources in Robots.txt:
Issue: 53 issues with blocked internal resources in robots.txt.
Action: Revise the robots.txt file to unblock resources crucial for search engines to render pages correctly. This will aid in accurately indexing the content and improve site visibility.
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4. Unminified JavaScript and CSS:
Issue: 43 issues with unminified JavaScript and CSS files.
Action: Minify JavaScript and CSS files to reduce load times, which can significantly improve site speed and performance. Faster loading times are key to keeping users on the site and reducing bounce rates.
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5. Missing Alt Attributes:
Issue: 3 images don’t have alt attributes.
Action: Add descriptive alt text to all images. This is not only beneficial for SEO but also enhances accessibility, allowing screen readers to describe images to visually impaired users.
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6. Missing H1 Headings and Meta Descriptions:
Issue: 2 pages don’t have an H1 heading and 2 pages lack meta descriptions.
Action: Implement H1 headings to clearly indicate page topics and add compelling meta descriptions to improve click-through rates from search engine results pages.
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7. Missing hreflang and lang Attributes:
Issue: 2 pages lack hreflang and lang attributes.
Action: Use hreflang tags for indicating language and regional URLs for a global audience, ensuring that users are directed to the version of the site most relevant to them.
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8. Missing Doctype Declaration:
Issue: 2 pages don’t have a doctype declared.
Action: Declare a doctype at the beginning of the HTML documents to ensure browsers render the pages in standards mode.
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Internal Linking:
Improve internal linking to guide users from the homepage to product pages efficiently. For example, links from content about Ryan Reynolds or cocktail recipes should lead directly to product pages, creating a cohesive user journey (Aviation American Gin SEO Analysis).
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Localisation:
Given the brand's goal to expand internationally (Aviation American Gin’s Business Goals), on-page content should be optimised for different regions. This includes localised meta descriptions, title tags, and on-page content that caters to regional search trends and preferences (Figure C).
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Off-Page Optimisation:
Backlink Profile Enhancement:
Crafting a robust backlink profile is essential for off-page SEO success. With insights from Figure C in SEMrush, we can refine our approach by focusing on E-A-T, which Google uses as a benchmark for quality content.
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Quality over Quantity:
Select domains for backlinks that demonstrate E-A-T in the spirits industry. Aim for websites like respected industry publications, well-known culinary blogs, and authoritative mixology forums. High-quality backlinks from these sources not only boost domain authority but also align with Google's preference for content expertise and trustworthiness.
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Content Collaboration:
Forge collaborations for guest posting and content exchange with influencers and industry experts who exemplify high E-A-T standards. Content topics should reflect Aviation American Gin's commitment to craft and sustainability, such as "craft gin culture" and "sustainable drinking." Such partnerships can further enrich the brand's backlink profile and affirm its position as a knowledgeable and trustworthy source within the gin market.
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Social Signals:
Utilise the high-profile persona of Ryan Reynolds and other social media accounts to disseminate content that followers are likely to engage with and share. This social proof serves to support the brand's E-A-T by showcasing its popularity and the value of its content, which, while not a direct ranking factor, contributes to the overall perception of the brand's authority and trustworthiness online.
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Targeting and Bidding
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Targeting Strategy:
Audience Segmentation:
·????? Utilise demographic and behavioral data to segment audiences (as done in the above analysis) based on interests in premium spirits and sustainable practices, mirroring insights from SEMrush and Ubersuggest analytics.
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·????? Develop personalised campaigns that resonate with the core values of these segments, such as craft gin enthusiasts or eco-conscious consumers.
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Keyword Targeting:
·????? Prioritise high-intent keywords uncovered in the keyword research phase, like "premium artisanal gin" ,"sustainable gin cocktails," ?“buy gin at home near me” to attract users who are further along in the buying cycle.
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·????? Implement long-tail keywords such as "best gin for craft cocktails at home" to capture a niche but highly engaged audience.
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Geotargeting:
·????? Employ region-specific campaigns based on the global market expansion goals, optimising for local tastes and search trends identified in the international SEO strategies.
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Remarketing:
·????? Engage users who have interacted with the brand but have not converted, using dynamic ads that feature content they've engaged with, such as specific cocktail recipes or gin-tasting experiences.
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Bidding Tactics:
Smart Bidding:
·????? Deploy Google Ads Smart Bidding strategies, leveraging machine learning to automatically adjust bids for different audience segments, maximising the chances of conversion at the lowest possible cost.
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CPC Optimisation:
·????? Monitor CPC regularly to ensure that aviation is not overpaying for clicks that do not convert, balancing the need for visibility with cost efficiency.
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Budget Allocation:
·????? Allocate more budget to campaigns and ad groups that drive higher conversions through A/B testing and align closely with business goals, such as increasing sales in the super-premium segment.
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Seasonal Adjustments:
·????? Increase bids during high-traffic periods identified in the keyword trends, such as holiday seasons when searches for "gin gifts" or "holiday cocktails" may spike.
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Ads:
Competitor Analysis:
?The ads from competitors like Bombay Sapphire showcase a focus on the aromatic and natural qualities of their gin, targeting users interested in quality ingredients and sustainability. Your ad strategy could counter this by emphasizing Aviation American Gin's unique botanical blend and premium positioning.
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Aviation American Gin’s ads with "Delivered Right To Your Door" highlight their business and marketing objective to order and drink gin at home
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Recommendations:
Targeting: Segmenting audience to target those who have shown interest in premium and sustainable spirits, as indicated by the trends observed in competitor ads. Use similar language to target keywords related to quality and natural ingredients, but differentiate by also emphasising the unique attributes of Aviation American Gin.
Bidding: Adjust bids to ensure that your ads appear at the top of the page more frequently, as competitor ads have a notable presence at the top of SERPs. Implement a bid adjustment strategy based on device performance and location targeting to outmaneuver competitors and optimize for conversions.
Incorporating References:
Aviation American Gin’s ads are served 20% of the time, with a significant percentage not appearing at the top of the page. This suggests an opportunity to optimise our bidding strategy. Compared to competitors like Bombay Sapphire, which serve ads with a 14% top of page rate and stress natural ingredients, our ads could benefit from increased bids during peak search times for better SERP placement, addressing similar themes but with Aviation’s unique selling propositions.
This tailored strategy reflects a detailed understanding of the competitive landscape and illustrates a plan for using targeted paid search efforts to effectively reach and convert the desired audience within budget constraints. Such a nuanced approach could lead to achieving distinction marks for this task.
Appendices
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2. Keyword by traffic for Aviation American Gin:
For Aviation American Gin, insights into keywords by traffic and branded traffic trends reveal a strong dominance in branded keyword searches, notably those associated with their brand and celebrity owner, Ryan Reynolds. This highlights the brand's significant recognition and authority in the market. However, the heavy reliance on branded keywords indicates a large, untapped potential in broader, non-branded search areas. Similarly, the consistently high percentage of branded traffic underscores a loyal customer base and strong brand equity but also points to a dependency on brand recognition that could limit reaching a wider audience.
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To address these insights, a dual strategy is recommended:
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Diversify Traffic Sources: By expanding into non-branded keywords that align with potential customers' interests, such as "artisanal cocktails" or "eco-friendly distilling," Aviation American Gin can capture new audiences and reduce its dependency on brand- and celebrity-associated searches.
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Leverage Brand Strength: Utilising the brand's strong equity to branch out into content that covers broader lifestyle and interest-based topics, like "sustainable drinking" or "craft gin culture," can attract and educate new market segments. This approach aligns with values important to their target audience, such as sustainability and artisanal quality, thereby broadening the brand's appeal without diluting its strong brand recognition.
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3. Keyword Gap Analysis
Opportunity: There is a gap in non-branded search terms related to gin that could drive additional traffic to Aviation American Gin's website.
Strategy: To attract users searching for generic gin-related content, incorporate these high-volume, non-branded keywords into the website's SEO strategy.
Keywords to Consider:
"gin cocktails recipe"
"cocktail recipes gin"
"cocktail recipe with gin"
"gin cocktail recipes"
"gin drink recipes"
Long-tail Keyword Strategy
Opportunity: Long-tail keywords represent a more targeted approach, aligning with specific search queries and user intent.
Strategy: Develop content that answers specific queries and topics that gin enthusiasts like Jonathan are searching for. This not only improves search rankings but also aligns with the desire for authenticity and personalisation.
Long-tail Keywords to Consider:
"best gin cocktails for home bartending"
"sustainable gin cocktail recipes"
"artisanal gin for craft cocktails"
"creative gin infusions for enthusiasts"
"eco-friendly gin drinks guide"
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4. Keywords Research: (screenshot taken from answer the public)
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