## GROUP BY SQL Statement

Introducing the GROUP BY SQL Statement in PostgreSQL

‘Ello SQL geeks! Welcome back to our SQL learning journey. We left off with a beginner SQL skills challenge and the aggregate SQL functions: MIN, MAX, AVG and SUM. Today we’re looking at the GROUP BY statement. We’ll learn about this function in PostgreSQL and walk through usage of this handy SQL statement.

## About the GROUP BY SQL Statement/Clause

From my simple understanding, GROUP BY functions like a hybrid of the following:

• SELECT DISTINCT keyword (If used without an aggregate function like SUM), and,
• An Excel pivot table, rolling up aggregate figures (Count, Sum, Average, etc.) into unique rows

If you’re familiar with Excel Pivot tables, then you’ll recognize here the power of this function.

Let’s take a look at some examples to clarify.

## First Look at Using the GROUP BY Function

To better illustrate the power of GROUP BY, we’ll first show its usage without aggregate functions. Consider the following:

If we query the address table of our sample database with a generic SELECT * FROM address; we get back an atrocious 605 rows of data. Aggregate and useless!

In contrast, if we call the GROUP BY function, we’ll get back a cleaner output, with fewer rows – only unique values returned. While this is an incremental improvement to analyzing data, there’s much left to be desired.

What’s missing here? How about that pivot table-esque functionality? This is where the power of using GROUP BY with aggregate functions gets awesome.

## Using the GROUP BY SQL Statement with Aggregate Functions

As with most analysis, a single data point or data series rarely holds significant insight value on its own. Let’s drive home that point by leveraging the GROUP BY statement with the SUM aggregate function. Below, we compare the ratings of films in our sample database in aggregate by replacement cost. Perhaps this could serve in-store strategies for loss prevention.

SELECT rating, SUM(replacement_cost)
FROM film
GROUP BY rating;

If we extend this functionality to more real world examples, we could use the following for GROUP BY:

• Grouping page-level / URL data to roll up clickstream analytics data
• Large scale analysis of CRM data for customer segmentation analysis
• Analyzing returns for financial data

The list could (and I’m sure it does) go on.

Let’s take this one step further and reduce potential future workload, by building sort functionality into our query. Below, we add a line to get most expensive ratings to least.

SELECT rating, SUM(replacement_cost)
FROM film
GROUP BY rating
ORDER BY SUM(replacement_cost) DESC;

By the looks of this, no need to guard Land Before Time 8. 🙂

Extending our lesson: you can use the COUNT, AVG, and other aggregate functions to analyze as desired.

## Wrap Up

Alright, this was a relatively gentle introduction into more advanced SQL functions. GROUP BY is a rather critical function, so in our next article, we’ll be doing yet another skills challenge. Joy!

Feel free to catch up on our other articles that help you learn PostgreSQL. Also, check out some how-to’s on developing Amazon Alexa skills, and a new series on getting started with Machine Learning. As always, please share with your colleagues and share thoughts in the comments below. Cheers.

## SQL Aggregate Functions: Min, Max, Avg and Sum

Welcome back, SQL nerds! We’re back in action on the journey of learning SQL, after a beginner PostgreSQL skills challenge.

We’re reaching the end of basic functions and queries with this article. Based on what we’ve learned so far, we can do basic counting, filtering, sorting and pattern matching against PostgreSQL databases.

If you’re just tuning in, here’s the page on how to learn SQL, and the previous SQL article on the LIKE Statement.

Okay, enough jabber. Let’s jump in. The aggregate functions of MIN, MAX, AVG and SUM are our turning point into more complex SQL queries that involve concepts such as GROUP BY, among others.

At the same time, the functions on their own aren’t super complicated. Because we’re ass-u-ming you’re familiar with the general concepts of minimum, maximum, etc., we’re going to forgo conceptual and syntax explanations for demos.

## AVG Aggregate Function

As we level up in SQL, we’re going to do less and less explaining / handholding / screenshots. That said, we’re going to explore our DVD rental data set for a table with a nice numerical component that would make good use of the functions.

We did a SELECT * FROM film LIMIT 15; to get a peek at the columns. For the purposes of this exercise, the replacement_cost column will do nicely.

To get the AVG:

SELECT AVG(replacement_cost) FROM film;

## Using ROUND for Decimal Place Control

You’ll notice in the example above that we got 3 decimal places on what’s supposed to be a dollar amount. How do we fix that? Glad you asked. Meet the ROUND function.

We pass in the target value (average of replacement_cost) and mandate the number of decimal places we’d like returned. Below:

SELECT ROUND( AVG(replacement_cost), 2) FROM film;

## MIN Aggregate Function

To find the minimum value in a given column:

SELECT MIN(replacement_cost) FROM film;

## MAX Aggregate Function

To find the maximum value in a given column:

SELECT MAX(replacement_cost) FROM film;

## SUM Aggregate Function

To find the maximum value in a given column:

SELECT SUM(replacement_cost) FROM film;

## Wrap-Up

Alright, that was a relatively quick article! Hopefully this was a reprieve from more involved sections in the past. We should find that as we continue to strengthen our core PostgreSQL  capabilities, these articles and our SQL queries should be easier and easier. If you found this article interesting, you might enjoy a new section on how to get started in machine learning. Cheers.

## Beginner SQL Skills Challenge!

Howdy, SQL geeks. Hope this post finds you swell!

Over the past few months, we’ve gained a ton of ground in learning SQL, or at least I have. 🙂

Let’s take a moment to:

1. Test our knowledge of SQL skills learned thus far
2. Start seeing SQL queries less as statements of code, and more as real world business challenges

In this article, we’ll have a recap plus three sections:

• Recap of the training database we’ve been working with
• General statements of each business problem
• Hints and thoughts about how to approach each problem
• Solutions to each problem

## Recap: Our Training Database

Our training database is a best/old faithful. We’ve been using the surprisingly popular DVD rental database in a .tar file for our practice database.

Contained within this databases are various tables with fictitious information, including: customer information, film production information, business/pricing information and so forth.

In our challenges, we’ll execute various SQL queries to extract pieces of insight for business tasks. It’s assumed in this article that you’ve installed PostgreSQL via pgAdmin and have followed this article series so far, using the DVD rental training database.

Without further ado, let’s begin.

## The SQL Challenges

Alright, here we go:

1. How rentals were returned after July 17, 2005?
2. How many actors have a last name that starts with the letter A?
3. How many unique districts are represented in the customer database?
4. Can you return the actual list of districts from challenge #3?
5.  How many films have a rating of R and a replacement cost between \$5 and \$15?
6. How many films have the word Truman somewhere in the title?

## How to Approach the Challenges

Right, then. In this section, we’ll add some color commentary (read: hints) to our challenges. This should help you understand the mechanics of the solution, while ensuring you can’t see the answers all in one screen. 😉

### Challenge 1: Rentals Returned After July 17, 2005

As with all challenges, a problem well stated is half (or more) solved. So let’s look at the high levels of the ask, and work our way down. We need information on rentals, so this means we’ll probably be querying the rentals table.

We would want to first examine the rentals table in a concise manner by doing:

SELECT * FROM rental LIMIT 5;

Once you’ve surveyed the table, we really only need one column returned (pun not intended) and we only want the sum figure of returns, where (HINT!!) the return date was after (think a logical operator here) July 17, 2005.

### Challenge 2: Actors That Have a Last Name Beginning with “A”

Like our first challenge, let’s work from the “top down”. We need actor information, so querying the actor table would be a great place to start. Similar to last time, we need a count of values matching a condition. The difference versus challenge #1  is we need to find match a pattern like or such as an actor’s last name that begins with the letter A.

### Challenge 3: Number of Unique Districts in the Customer Database

The title and description could cause some confusion here. You may need to do some basic SELECT * FROM table_name LIMIT X; queries to make sure you’ve got the right table. Once you do, we’re looking for an amount of distinct values in the database. Order of operations matters.

### Challenge 4: Returning the Actual Lists of Districts from Challenge #3

Not much to hint at here – getting challenge #3 is the key here. You’ll really only be simplifying the correct query in challenge #3 to get the correct answer here.

### Challenge 5: Cheap, (Mildly) Naughty Films

This one might be the longest query yet in this challenge. So we’re looking up film information, thus should know which table to query. We’re returning a value where a certain rating must be returned, and (HINT) we need to layer in one more lens of qualification. That lens dictates we specify a range between (cough, hint!) two values.

### Challenge 6: Where in the World are Films Containing “Truman”?

This challenge is more of a recency test than retention of older concepts. You’ll need to employ pattern matching again for this business challenge/query to find titles that have some match like Truman in the title.

## Challenge Solutions

Is that your final answer? Below are the queries, with screenshots of what I did.

### Solution 1: Rentals Returned After July 17, 2005

SELECT COUNT(return_date) FROM rental
WHERE return_date > ‘2005-07-17’;

### Solution 2: Actors That Have a Last Name Beginning with “A”

SELECT COUNT(*) FROM actor
WHERE last_name LIKE ‘A%’;

### Solution 3: Number of Unique Districts in the Customer Database

SELECT COUNT(DISTINCT(district)) FROM address;

### Solution 4: Returning the Actual Lists of Districts from Challenge #3

SELECT DISTINCT(district) FROM address;

### Solution 5: Cheap, (Mildly) Naughty Films

SELECT COUNT(*) FROM film
WHERE rating = ‘R’
AND replacement_cost BETWEEN 5 AND 15;

### Solution 6: Where in the World are Films Containing “Truman”?

SELECT COUNT(*) FROM film
WHERE title LIKE ‘%Truman%’;

## Wrap Up

Well done for completing these challenges! You shall indeed pass. 🙂

Soon, we’ll be covering aggregate SQL functions, such as MIN, MAX, AVG and SUM.

If you’re just joining us, here’s a running list of our articles so to date (4/16/2017):

## Unsupervised Learning Introduction: Machine Learning Essentials

Howdy, machine learning students! Today we’re going to introduce the concept of unsupervised machine learning algorithms.

## Quick Recap: Supervised Learning

Before we jump in, let’s quickly recap our last article introducing supervised machine learning algorithms. This will give us the appropriate context for unsupervised learning.

In supervised machine learning problems, we supply pre-labeled data to the algorithm. By supplying data that’s already correctly labeled, we ask the algorithm to further predict (regression) or label (classification) new data.

## Unsupervised Machine Learning = Unlabeled Data

The most immediate and prominent difference  for unsupervised learning is the data. Above, we gave the algorithm “a boost” by supplying the intended “right” answers in the data. Below, in an unsupervised machine learning problem, there are no right answers…yet.

We’ve supplied the algorithm with data in the problem, but it’s provided without labels or “answers”. We are mandating that the algorithm discover structure and infer patterns/labels on its own. We could also compare the above example to a clustering problem.

So in unsupervised learning, we supply a large amount of unlabeled data, without explicitly identified form or structure. We ask the algorithm to come up with ideas of structure and segmentation on its own.

Some additional applications of unsupervised learning could include:

• Market segmentation of massive transaction data
• Large scale social networking data
• Astronomical data analysis
• Large scale market data
• Mass audio/voice analysis
• Large scale gene clustering

## Wrap Up

That was a bit of a quick one! The challenge with some these technical subject matter areas is sometimes we have limited room to run before going off into the technical weeds. This is one of those areas. Next, we’ll be covering some key concepts in the areas of machine learning model representation, cost function and parameter learning. Don’t worry too much about those yet, we’ll take it step by step. 🙂
As always, feel free to follow my other journeys of learning PostgreSQL, learning how to develop Amazon Alexa Skills, learning how to get started in algorithmic trading, JavaScript for beginners…and more to come soon! Cheers.

## An Introduction to Machine Learning

Howdy! This is an abrupt interruption to our regularly scheduled programming of SQL lessons, Amazon Alexa Skill development and Algorithmic trading. For those readers who don’t personally know me, I’m on a quest/streak to level up as a technologist.

Getting around to the point, I’ve been taking self-paced courses in varying forms to learn, apply and share new skills. However, I’ve heard the Coursera Stanford class in Machine Learning taught by Andrew Ng recommended so widely, I’m just going to doggedly sprint a marathon. I’m starting almost a week behind, working a busy job, trying to have a social life, and many other things…but darnit, I’m going to give this class my best shot. Hopefully I finish. 🙂

Okay, over-sharing complete. Let’s jump into a brief introduction of Machine Learning.

Machine learning, according to Andrew Ng (Chief Scientist at Baidu), is the science of getting computers to learn without being explicitly programmed.

## Where is machine learning used in our lives?

Machine learning is employed a large number of actors. Here are a few examples:

• Search engines, such as Bing, use machine learning to process MASSIVE amounts of data to quickly rank web pages in order of relevance, with limited human intervention.
• Social networks, such as Facebook, use machine learning to recognize your friend’s faces for auto-tagging capabilities.
• Email providers such as Apple Mail may employ spam filters that continuously learn to protect your inbox, your computer, and most importantly, your sanity.
• Tech companies such as Amazon use natural language processing (NLP) to create conversational experiences and transactions with skills and services.
• Entertainment companies such as Netflix use self-learning algorithms to recommend compelling new films and TV shows for those of you who binge watch

## Where did machine learning come from?

Machine learning originated from a computer science field known as artificial intelligence. Long seen as a pipe dream from Star Trek (crass and careless reference, I know), machine learning is a practical and attainable segue to artificial intelligence, or machines and programs that contain some degree of self awareness.

This capability is a relatively new, yet a rapidly exploding field that grows as mathematical, statistical, hardware and software capabilities continue to compound and improve.

What follows is a better question still.

## Where is machine learning headed?

Machine Learning in the future could look like a few different things (but not limited to this list, obviously!):

• Predictive and preventative applications in engineering, medicine, and security
• “Load bearing” performance in complex tasks, such as architecting, coding and programming self-driving cars
• Coordinate machines and programs that study our behavior at our request and perform tasks, such as performing spring cleaning
• Assistants or programs that are intelligent – able to optimize and independently solve problems on our behalf

## Wrap-Up on the Machine Learning Introduction

That wasn’t so bad was it? We’ll follow soon with a more formal definition of Machine Learning and its various tranches of study. Cheers all.

## The LIKE Statement: SQL Statement Fundamentals

Howdy folks! We are overdue for another installation of SQL learning. I’ve slept a few times since the past couple of articles on how to learn SQL. Previously, we talked about the IN Statement, BETWEEN statement, and ORDER BY clause.

In this article, we’ll learn how to execute the LIKE statement in SQL queries. Let’s jump in.

## About the LIKE Statement & Why it’s Important

Have you ever worked with a data set that’s overwhelmingly large  or complex? Or overwhelmingly large and complex? Sometimes, you need to find data, but can’t recall the exact string or values for a lookup. Or, perhaps, you’re working with a messy data output from say, Google Keyword Planner that groups a range of close variants into one value?

Say you’re looking for values related to designer clothing and designer clothes. Without a better solution, the most probable solution for you is to do a bunch of sorting, filtering, classifying and other data sleuthing at great expense to time and sanity.

The LIKE statement exists to help with the debacle of only having / knowing  part of the lookup criteria you need, courtesy of pattern matching.

PostgreSQL and many other SQL engines/platforms support the LIKE statement, which functions a bit like the below. (Pun not intended.)

SELECT keyword, search volume

FROM table

WHERE keyword LIKE ‘cloth%’

The above tells pgAdmin / PostgreSQL to get the keyword and search volume columns from table, where the keyword values match values that begin with ‘cloth’ and are followed by anything else, the percent sign. The combination of calling out a text string with an operate is known as a pattern.

When you execute the LIKE statement in a SQL query, pgAdmin will begin reading through the table rows to see if the pattern you’ve specified returns any matches. For the season marketing technology folks, this functionality sure does resemble regex in some ways.

However, there are some differences.

• Here, instead of the * character being wildcard, the % sign serves as a wildcard matching all characters.
• If you want to match a single character, the underscore character is used.

## LIKE Statement Syntax & Examples

Let’s try some examples. Below, we’ll call on the faithful DVD rental practice database, and run a query for customers that have first names like Jen. (Jennifer, Jenny, etc.) Our below code produces the following result.

SELECT first_name,last_name

FROM customer

WHERE first_name LIKE ‘Jen%’;

That being considered, there are other ways we can use the like statement. Above, we used a wildcard to match any endings to a particular string.

Conversely, we could execute a SQL query that specifies a certain ending value, with the wildcard preceding. If we extend that example to such a query below, we should see the following result:

SELECT first_name,last_name

FROM customer

WHERE first_name LIKE ‘%y’;

Above, we’ve flipped the tables so we capture every possible beginning condition under this pattern. Also important to note, the patterns aren’t limited beginnings or ends. You can use this wildcard in the middle, etc. Consider the following:

SELECT first_name,last_name

FROM customer

WHERE first_name LIKE ‘%er%’;

Now, on top of all this awesomeness, realize we’ve been using it as a matching filter. We can also employ the NOT LIKE syntax to exclude values meeting the pattern we’ve specified.

Let’s mix things up a bit. We mentioned a second type of pattern matching character that we haven’t used yet: the underscore.

SELECT first_name,last_name

FROM customer

WHERE first_name LIKE ‘_her%’;

Above, we’ve made a similar ask. However, instead of requesting all possible matches, we’ve mandated SQL only return the ‘er’ string that begins with ‘h’.

To throw you a quick curveball, it’s worth noting the LIKE statement is case sensitive in its matching. Could be bad, could be good, could be neither. However, there’s a way for you to force case insensitivy on the queries. The difference in your statement appears relatively minor. Instead of using a function that calls LIKE or NOT LIKE, you’ll use ILIKE.

## Wrap-Up

Hope you found this useful! Stay tuned for more SQL learnings and application. If you’re new here, visit the page on how to learn SQL. If you’re interested in more educational material, check out our ongoing series of how to develop Amazon Alexa voice search skills, and getting started with algorithmic trading. Cheers!

## ORDER BY Clause: SQL Statement Fundamentals

Welcome back to our SQL learning journey! It’s been a week and a half since my last post on using LIMIT. Work got crazy and I got the flu! 🙁 But we’re back in action. Today, we’ll delving deeper into SQL statements in PostgreSQL: ORDER BY.

Let’s jump in. Why would you need a statement that orders data? Whenever you query data from a table, PostgreSQL will by default return the rows in the order they were inserted into the table. (Read: not the order you want.)

To sort the result set from your SQL query, you can use the ORDER BY clause in the SELECT statement and specify a certain ascending or descending order.

# Sample ORDER BY Clause Syntax

Here’s an example of the ORDER BY clause would look like within a SELECT statement.

SELECT column_1, column_2

FROM table_name

ORDER BY column_1 ASC / DESC;

Some important notes for the ORDER BY clause:

• Specify the column you want to sort by with the ORDER BY clause
• If you sort the results by multiple columns, use a comma to separate between the two columns
• Use ASC to sort the results in ascending order
• Use DESC to sort the results in descending order
• Should you leave the ORDER BY clause blank, it will use ASC (ascending) by default

## ORDER BY Clause Examples in SQL Statements

Alright, first up. We’ll do a basic SELECT statement, adding both ORDER BY and LIMIT clauses. Code and screen shot below. The query should select the first and last name columns from the customer table, ordered by last name ascending (A > Z), returning only the first 10 rows.

SELECT first_name,last_name  FROM customer

ORDER BY last_name ASC

LIMIT 10;

Let’s try another example. What if we want to do an advanced / multiple sort? Let’s try it out, and change it up ever so slightly from the first sample query.

SELECT first_name,last_name

FROM customer

ORDER BY first_name ASC,

last_name DESC;

If we scroll down to the first set of duplicate first names, we’ll see the last name has been presented in descending order (Z > A).

## More Details About the ORDER BY Clause

Did you know? In PostgreSQL, you can ORDER BY columns that aren’t explicitly selected within the SELECT statement? E.g. We could only select first and last name, but order by their address_id value. Interesting, yes? Important caveat, other SQL programs, such as MySQL, may not let you do this.

Below:

SELECT first_name FROM customer

ORDER BY last_name ASC;

## Wrap-Up

Thanks for joining me and hopefully you’ve learned the essentials for the ORDER BY clause. Feel free to check out the entire journey on how to learn SQL, thanks!

## Restoring a SQL Database with Table Schema Only in pgAdmin x PostgreSQL

Howdy! Welcome back to our shared journey of learning SQL. Last time, we learned about creating, deleting and completely restoring SQL databases in pgAdmin. Today, we’ll learn about how to restore a database, but only its table schema.

Specifically, we’ll restore the table names and preferences for types of data within those tables. However, the actual data itself won’t be ported in.

Think of it as taking your house or apartment, and recreating, but you don’t move in with the furniture. (Maybe a sibling instead? 🙂 ) According to the material I’m working through, this method of database restoration is very common and is something we should have down pat.

# Database Table Schema-Only Restoration, Method 1

An easy method to start this is to right click on the Databases header near the top of the file tree, and to select “Create” > “Database”. With a fresh new database, we’ll have flexibility to do some more management on the “front” side of things. (Knowing I may be abusing terminology a bit, but makes sense to me while writing this.)

For this example, I’ve finished the new database creation by naming (“OnlySchema”) and saving a new database. Below, you can see the new database in the file tree. Also, if we click through the tree as such, “Schemas” > “public” > “Tables”, we’ll notice there are no tables! (Compare that path exploration to the dvdrental database tables, where you can find 15 tables.)

Anyway, let’s get on with restoring table schema only!

1. Right click on “OnlySchema” and select “Restore”
2. Select the “Custom or tar” option for the Format field
3. Select the file via the dialogue, or paste in your file path
• Up to this point, you should notice we’ve taken the exact same steps for a full database restore. However, #4 is where things are slightly different. Pay attention!
4. As shown below, click “Restore Options”, and activate the radio button for “Only schema” to yes
5. Click “Restore” and refresh!

After the refresh, we should see something like below, where if we select the tables option and view “Properties”, we’ll see 15 empty named tables.

# Method 2: Schema-Only Restoration onto a Database with existing tables, data

What if we’re working with a database that contains existing tables and data? And suppose we need to restore only the schema? Perhaps an error was committed in formatting / management and must be corrected.

Fortunately, this method of restoration is extremely similar to Method 1. For this scenario, there’s one added step toward the end:

1. Right click on “OnlySchema” and select “Restore”
2. Select the “Custom or tar” option for the Format field
3. Select the file via the dialogue, or paste in your file path
4. Click “Restore Options”, and activate the radio button for “Only schema” to yes
• Here’s our jump off point, the next step is what differs from Method 1.
5. Scroll down the dialogue box slightly. You should see a field and radio button for “Clean before restore”. Activate the radio button to “Yes”
6. Click “Restore” and refresh!

After running the restore job and refreshing, we can verify the Schema Only and data clean prior to restoration occurred correctly. Below, we can click through the file tree down from “dvdrental” > “Schemas” > “public” > “Tables” and check the table properties to see that there are zero (0) rows of data.

# Wrap Up

I do hope these articles are serving a useful introduction to navigating pgAdmin, and getting familar with the foundations of PostgreSQL and databases. In the forthcoming articles, we’ll start learning about basic SQL syntax. To keep track of all the shared SQL posts and learnings, visit the SQL Education page for a list of articles to date. Cheers!

## Winning Long Term SEO for Years

A few years ago, the average CMO tenure was 23 months. Yikes. That’s barely long enough to get acquainted and jamming with your staff. Happily, a recent indicates a CMO’s average tenure now sits at 45 months. It’s no secret that personnel and vendors come and go with the executive. For agencies and in-house digital marketers, burgeoning attention and spend in digital means unprecedented opportunity. Naturally, there is tremendous potential for fruitful, long term, agency-marketer-executive relationships. Yet success seems anything but simple, we can’t just ride off into the sunset. (Darn, I like Westerns.) Long term digital marketing engagements still seem precarious at best, especially for Search Engine Optimization (SEO). The “quick wins” and short-sighted quarterly business environment is still firmly entrenched. With a bit of work and love, long-term client-marketer-executive relationships can be profitable foundations that bolster your agency or brand for the next 10 years.

Succinctly, winning SEO for years is a bit like a strong friendship. It’s not perfect, but an active exchange of trust and vulnerability makes something great. It’s not always “up and to the right”. Every friendship is different, but there are guiding principles and helpful tidbits all can apply.

1. Be a Good Wingman: No Paid Links, period. Just don’t do it. More profound material that follows, but an astounding number of folks still buy crappy links. The alleged 3 month benefit isn’t worth your 5 or 10+ year relationship. Consider the latency of SEO: bad backlinks bought today probably won’t help much this quarter. However, they could be indexed in 1-2+ years and derail your campaign at a crucial moment. Because you’re a star marketer, you may find yourself explaining this to other. Less enlightened (don’t tell them that!) colleagues, staff and supervisors need to know that optimizing for the user, not the search engine, brings the win home. Provide an enchanting user experience, and results will follow. Bonus: If you want to scope out your link situation, check out Link Detox or use a great SEO software platform to audit your link profile quality.

2. Be a master of reporting and storytelling. A common agency story runs like this, stop me if you’ve heard this one before: 3 months into an engagement, the client loves the work, everyone is excited! 6 months: communication tapers off and so does the work. At 7-8 months, an email arrives, “Can we get an audit of our billings and work?” Next month, “We’re not seeing the value…can we talk?”

Learning to communicate and report intelligently will help you avoid the account/campaign death spin and 9at least) double the life of your engagement. How you say and show success is the lifeblood of your agency’s (or brand’s marketing) future. In agencies, you’ll often hear, “We don’t have time to educate the client.” True, but you surely can’t afford to leave them in the dark. Build small bits of education into your reporting at each step. Your client (or executive) should be educated enough that they could dispose of you, but so satisfied that they’ll never want to.

Reporting over a long time horizon is tricky. Before you have a full year of data, seasonality can make your work look bad if you’re uninformed on market trends. (What if your 6 month evaluation is in a demand trough?) Furthermore, it’s not realistic to primarily report on the same metric month after month. (E.g, keyword rankings) The client or executive may deem organic traffic the determining KPI at your campaign start. However, fascination is fleeting. Revenue or return on investment will likely be your KPI in 12 months’ time.

Use a consistent mix of metrics to paint a rich picture of your phenomenal digital marketing campaign. When you forecast, it’s common to use upper and lower bounds (like economists and weathermen!) to ensure you don’t look like too big of an idiot in any case. Similarly, use “upside metrics” such as revenue generated from organic and ROAS/ROI and “downside metrics” like cost per acquisition and results decay analysis if your client or executive stopped working with you. Assuming sound communication, your reporting should become easier over time. When showing CMO’s and presidents year-over-year, 3, 5 year trends of their performance, we don’t have to do much selling.

3. Learn to live through redesigns. The shelf life of a website is (and should be, to a degree) these days. Blanket statements are a great way to get in trouble. However, many sites (looking at you, Fortune 500 companies) are on the cusp of major changes for mobile friendliness. If you’re around for more than a couple of years, you will see the client’s site go through a redesign. Ideally, you will start the redesign process small pieces at a time. When you present conversion improvement data, mash up clickstream analytics with heatmapping data for compelling improvements.

However, if you’re not regularly testing, you should start. If you approach a redesign without aforementioned experience, here are a few things to keep in mind.

• You must exercise discretion and attention to detail. Choose carefully which battles to fight. Web design & development projects are notorious for being past schedule, over budget and largely dissatisfying on the whole. Don’t be the unnecessary logo critic and save your clout for things that matter to SEO.
• Here’s what you do need in a redesign: a seat at the table, the power to veto content, technical matters and the ability to test after completion. Conventional wisdom in design is at best, a starting point. Best practices will not transfer from one client to the next.
• Here’s what you don’t need: Approval on typography, creative direction of promo tiles and so on. Did we mention you should pick your battles?

A redesign done well can bolster traffic, interest and conversions. A poor redesign can break a site, its rankings and the business behind it. Mind your technical details such as URL aliases, file extensions, redirects, robots files, sitemaps and more. Don’t know what I just rattled off? Send me a message, I’m happy to explain.

4. Visible Progress. Related to reporting, what tangible value can you demonstrate on a regular basis? Clients and executives often refer to digital marketing as “black box” and “murky”. Their perception is understandable. However, many facets of digital marketing are so precise and complex at scale that simple explanations are very difficult in quick meetings. What pieces of content or site changes can you point to? Given that digital is complex, your client or executive must have concrete, simple wins they can shop as their own.

5. Deep involvement in the client’s business. Don’t get left out in the cold. Many agencies suffer volatility because they enter late in the marketing game with a client. Brand managers suffer irrelevance by thinking small, too late. When a client or executive says sales or down, don’t nod and make a cursory note in your moleskin. Unleash a barrage of intelligent questions about their customer intelligence, acquisition, retention and sales process. Your ability to engage on a deep business level (down to P&L and EPS) will be a large determining factor in your long term success.

This is not an all-inclusive guide to winning SEO long term. However, it’s my hope that this will a jump off point for your team as it conquers its next digital marketing success.