Matthew Campion

Articles by Matthew

• Blog · Jul 2026 · 9 min read

  Pipeline Generation Strategies for GTM Teams

  Design a repeatable pipeline generation system that aligns sales and marketing around a shared definition of qualified opportunity and measures influence across the full funnel. You'll learn how to map your ICP, prioritize lead scoring and ABM for high-value accounts, and shift measurement from activity metrics to attribution that reveals what genuinely drives qualified pipeline so forecasting and conversion improve over time.

• Blog · Sep 2016 · 8 min read

  Agility: The Secret to Marketing Success

  Prioritize agile testing and iterative experiments over fixed multi-month roadmaps to discover what actually drives traffic, conversions, and re-engagement. This piece walks through how to refocus on company goals, assemble cross-functional idea teams, build a prioritized punchlist, and run rapid tests with tools like Optimizely, Qualaroo, and Crazy Egg. You'll learn a practical five-step loop to test, measure, pivot, and scale successful tactics.

• Blog · Jan 2016 · 3 min read

  How to Design a Landing Page That Converts

  Prioritize clarity and focus on your landing page. Remove navigation, present the offer immediately, and use strong visuals plus a contrasting CTA to speed conversions and capture leads. Emphasize value with concise bullets, trust signals, and clean responsive formatting while keeping branding subtle. Finally, test elements with A/B experiments to identify which combinations actually raise conversion rates and drive pipeline.

• Blog · Mar 2015 · 2 min read

  Page Speed Importance in SEO: How Quickly Does Your Web Page Load?

  Faster page load times directly protect your SEO visibility and conversion by preventing visitor drop-off and aligning with Google’s ranking signals. Learn practical checks and improvements using Page Speed Insights and browser plugins like YSlow, plus straightforward fixes such as removing heavy Flash or media and upgrading hosting to reduce load time and improve user experience and search performance.

• Blog · Feb 2015 · 3 min read

  A How To Guide: Measuring CTA with Google Analytics

  Learn how to measure clicks on calls to action by implementing event tracking in Google Analytics and tying those events to goals. The guide explains how to structure events with category, action, label, and optional value so CTAs are consistently reported. You'll also be directed to configure goals to turn events into measurable conversions and surface actionable insights.

• Blog · Jan 2015 · 2 min read

  What’s the Average Conversion Rate of Inbound Marketing?

  Optimizing conversion rates is the most direct way to increase inbound marketing ROI because modest percentage improvements scale quickly. Expect overall website conversion rates broadly between 1% and 10% with a conservative benchmark of 1%–3%. Focus on conversion rate optimization, lead nurturing, and ongoing testing to double or more of your conversions and turn more inbound traffic into pipeline.

• Blog · Jun 2014 · 1 min read

  In Link Building News: What Happens When One Page Has Two Links To The Same URL?

  Multiple links to the same URL do not reduce PageRank because each link passes PageRank independently. Anchor text handling is less certain since Google has changed behavior over time and historically only the first anchor was counted. The practical takeaway is to avoid obsessing over duplicate links and instead focus on higher value SEO work like funnel performance and homepage optimization.

• Blog · May 2014 · 2 min read

  How to Capture Broken Inbound Links: 3 Simple Steps

  Recover lost link equity and referral traffic by proactively capturing broken inbound links. Use Google Search Console to find 404s, prioritize relevant and active referrers for outreach, and when outreach isn’t feasible implement 301 redirects in your .htaccess so link value still flows. Automate discovery with broken-link tools to scale detection and remediation.

• Blog · May 2014 · 2 min read

  5 Tips For Submitting a Reconsideration Request

  Documented remediation and transparent proof of link removal work are the keys to a successful reconsideration request. Learn what evidence to collect, how to present removal attempts and webmaster responses, how to acknowledge responsibility when vendors or in-house teams caused spammy links, and how to demonstrate concrete safeguards so Google’s webspam team will trust your site moving forward.

• Blog · Apr 2014 · 2 min read

  How to Determine If You Were Hit By A Google Penalty Or An Algorithm Update

  Diagnose ranking drops first by checking Webmaster Tools for manual actions and then by inspecting analytics for sudden Google traffic declines to distinguish manual penalties from algorithmic updates like Panda or Penguin. Use Google’s change notices and historical algorithm timelines to correlate dates. If a manual action appears, follow corrective steps and if an algorithm is suspected, focus on content quality or link cleanup depending on the algorithm.

• Blog · Feb 2014 · 3 min read

  7 Brilliant Ideas For Increasing Web Lead Conversions

  Higher lead conversions come from reducing friction on landing experiences and relentlessly testing what guides visitors to act. Prioritize inbound nurturing, speed and mobile performance, focused landing pages with social proof, concise forms, and iterative A/B tests informed by UX research like eye-tracking. Implementing these seven tactics drives warmer traffic and measurably improves conversion rates when paired with ongoing experimentation.

• Blog · Feb 2014 · 3 min read

  Website Conversion Optimization: When To Expect Results

  Expect meaningful conversion lifts only after you align traffic, campaign scale, and testable data. Conversion optimization speed depends on your starting traffic volume, the length of your buying cycle, and how much inbound content and SEO you’re running. With sufficient traffic, coherent testing, and collaboration, you can typically see substantial returns within one to six months.

• Blog · Aug 2013 · 2 min read

  Backlink Removal Tools & Services: The 5 Things You Need to Know About Link Removal

  Clean link profiles start with thorough data and polite outreach followed by precise use of Google's disavow tool. Learn how to collect backlink exports from multiple providers, prefer disavowing root domains, and craft a detailed reconsideration narrative that explains fixes and future plans. These five practical takeaways will help you diagnose toxic links, coordinate removals, and prepare successful appeals to regain search visibility.

• Blog · Aug 2013 · 4 min read

  Hypertargeting for PPC Success: Local to National PPC

  Relevant, geo-specific campaigns lower CPC and raise conversion rates, so prioritize local preferences over blanket national bids. Use analytics to identify top and underperforming metros, run focused tests on keywords, ad copy, and landing pages, and maintain national branded campaigns for awareness. Layer display/content buys as a low-cost funnel opener and manage negatives to keep traffic efficient.

• Blog · Jul 2013 · 4 min read

  How To Set Up Google Analytics To Measure Your Brand

  Measuring branded versus non-branded traffic in Google Analytics lets you quantify brand awareness and attribute conversions. Learn how to create Advanced Segments and a Custom Channel Grouping using regular expressions for brand variations, then analyze conversion paths and branded keyword behavior to spot reputation risks or product associations. Use these reports to prioritize content, landing-page fixes, and marketing that moves non-branded visitors toward direct brand engagement.

• Blog · Jul 2013 · 2 min read

  How To Conduct A Link Audit

  A link audit turns your backlink list into a prioritized cleanup plan to avoid Google penalties. Collect links from Google Webmaster Tools and backlink checkers, export and deduplicate domains in Excel, then manually inspect sites for spammy signals like unrelated content or site-wide anchor text. Politely request removals, document outreach, and submit a disavow file to Google when necessary.