Webmasters Corner
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With the big push in content marketing and the use of social media as a commonplace tactic for brands, rising above the noise is a challenge. With a little creativity, any brand can steal some inspiration from shows like "Orange is the New Black". Source: Search Engine Watch
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Relevancy, relevancy, relevancy; it’s the mantra of digital marketers around the world. But when it comes to content marketing, how do you quantify this? Can you determine just how relevant you are, and how you can improve it? Relevancy is now a critical element in search marketing, but understanding and quantifying that relevancy is no easy task. It takes a combination of human and algorithmic review to really get to the bottom of what makes content suitable to answer your audience search query, but how do you know that you are looking for the right things? Content, context, timing, technical proficiency and audience targeting – these are all critical to ensurin…
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Before you dive into keyword research for your site, you should know about these common mistakes that many businesses and SEO firms make. Avoiding these mistakes can save you time, help you re-think your marketing strategy, and drive the right customers to your site. 1) Picking keywords that are irrelevant to your customers People often pick keywords with high search volumes in their field, but don’t pay enough attention to the relevancy of these keywords to their target customers. You need to choose keywords that match your customer’s concerns. For example, if you’re targeting affluent families who are searching for good schools for their kids, you shouldn’t pi…
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For executives, keeping up to date with trends and events in your industry is crucial in order to ensure that your business and its strategy remains relevant. It can be a major challenge however, with constraints on time and so many sources of information to choose from. It’s easy to see why many senior executives simply don’t have the time to perform the detailed research tasks necessary to make sense of all this information. It’s important to overcome this challenge though, as things can move so quickly and being on top of trends is key for executives. It’s also very important to ensure that the whole company is also up to date. For this, executives need to bec…
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The fast pace of business in the digital age means that businesses (and business models) are shifting more rapidly than ever. New technologies and innovations can quickly sweep away well established and seeking solid business models within just a few years. There are plenty of such examples from the digital age, Blockbusters and Kodak to name just two. In the latter case, Kodak failed to adapt to the growth of digital photography and the concurrent decline of photographic film, and a company which had traded for more than 100 years was forced to file for bankruptcy. Blockbuster, which had itself been a disruptive company which saw the growth in home video and bui…
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Discount vouchers can be a great lever to grow top line revenues and engage new customers. However, they can also become a highly addictive and dangerous drug for retailers, increasingly relied upon (with diminishing effects) as a reaction to three major challenges: Customers becoming conditioned to buy only with a discount; cannibalisation of organic sales; and a ‘pull forward’ effect with sales spiking artificially in the short term and declining post-promotion. As their usage becomes increasingly widespread, there’s a rush by retailers to understand the full extent of their economic impact on the customer journey and get smarter with how they’re deployed. Her…
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Seeking more dollars this holiday season? Meet the Digital Endcap � a display ad for a manufacturer that appears on a retailer�s website, allowing the retailer to further monetize the traffic it�s already generating, at virtually zero marginal cost. Source: Search Engine Watch
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The best writing comes when we have something to say. Something that's unique, surprising, and impacts our clients' customers. It's our job to help them create it. Here's how to move from creating passable content to fresh and original content. Source: Search Engine Watch
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While social PPC won't replace Google Adwords any time soon, it's become an effective source of incremental leads and sales for savvy businesses. Next time you launch and run a paid social campaign, use these 17 tips for success. Source: Search Engine Watch
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Although Facebook now generates upwards of 80% of its revenue from mobile ads, the world’s largest social network isn’t waving the white flag on desktop ad blocking. Yesterday, it announced that it’s changing the way it delivers desktop ads in an effort to thwart ad blocking software. Andrew Bosworth, Facebook’s Ads & Business Platform VP, didn’t mince words, telling the Wall Street Journal, “Facebook is ad-supported. Ads are a part of the Facebook experience; they’re not a tack on.” In a blog post, he explained Facebook’s position in slightly more diplomatic terms: We’ve designed our ad formats, ad performance and controls to address the underlying reasons p…
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It’s the moment we’ve been waiting for. All us mobile-first proponents have been sat patiently rubbing our hands and saying “you’ll see, just you wait and see!” to anyone within hearing distance – but now we have the proof. Mobile internet use is now more popular than desktop the whole world over. To be honest, it was an easy prediction to make. Earlier in the year Google stated that mobile searches had already surpassed desktop in 10 countries including the US and Japan. And mobile ad spend has been dominate over desktop since March. So the following research shouldn’t be too much of a surprise. StatCounter Global Stats has found that mobile and tablet devices a…
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Twitter is clamping down on graphic sexual activities and provocative nudity that people post on quick clip video app Vine, making it clear that explicit sexual content is unwanted. Source: Search Engine Watch
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Robots.txt. Google DNS. Penguin, Panda, and penalties. Duplicate content filter. PageRank. You've heard all these terms, but these words have very specific meanings and are among the most commonly misunderstood terms when it comes to Google and SEO. Source: Search Engine Watch
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Most video marketers have probably heard of the famous video from Psy � it�s only the most viewed and liked video on YouTube ever. If you want to spice up your video and make it come to life, look no further than �Gangnam Style� for inspiration. Source: Search Engine Watch
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Aligning your content and optimization strategies is a key priority for modern-day marketers. The new Adobe Experience Manager is a great example of product and industry innovation where all digital channels, assets, and experiences can be optimized. Source: Search Engine Watch
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Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond. This week we have possible bad news for AMP users and good news for AdWords customers who are tired of its UI. Facebook begins thwarting ad blockers As Al Roberts reported this week, Facebook has announced that it’s changing its desktop ads to thwart ad blocking software. For those who wish to complain about the amount of ads on Facebook, Andrew Bosworth, Facebook’s Ads & Business Platform VP, had this to say, “Facebook is ad-supported. Ads are a part of the Facebook experience; they’re not a tack on.” So, nyah. However Bosworth make…
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Content marketing is a huge, vitally important part of company and marketing strategy. But if you�re considering content marketing as an alternative to SEO, you must first understand integrated marketing across search, digital, and offline channels. Source: Search Engine Watch
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One of the biggest challenges marketers face is understanding what to do with large amounts of data at hand. Here are some key trends that show how content, search, and social (and subsequent measurement) are morphing together. Source: Search Engine Watch
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It's becoming increasingly expensive to drive traffic to your website. The only way to maintain or improve results is to increase your conversion rate. Study up on these expert conversion rate optimization guides and tutorials to get up to speed. Source: Search Engine Watch
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Marketing and customer care intersect at peer content, which results in more interaction on social. Something that too many marketers treat and measure like TV. As I listened to various presenters at a recent conference in New York, one striking observation jumped out at me: the unanswered demand for scalable engagement built on peer versus brand content. As further evidence of the developing connection between marketing and care, a sweet spot for the Useful Social Media events, the use of peer content in a marketing campaign is what’s next. Marketers have established tools for digital publishing; successful campaigns across both social and email were reference…
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