SEO and Marketing
Find the best ways to increase your traffic and earnings with solid SEO ( Search Engine Optimization ) and marketing techniques.
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How can you earn those coveted links and mentions in news and media sites that generate an incredible influx in domain authority? When combining SEO, PR, and content marketing, you create a winning formula for increased organic visibility, brand awareness, and social amplification. In this article, we’ll go through the steps required to create a cohesive strategy that integrates SEO and PR and maximizes the reach and outcome of both. 1. Research & ideation When determining the content that will resonate most with editors, journalists, and consumers, make sure you research and have as much data as possible at your disposal: Who are your buyer personas?…
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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 new updates from Bing Ads and AdWords, plus a glimpse into the automated future where robots can write these search news round-ups instead of me. *kicks coffee machine for not pulling its weight* Upgraded URLs now available in Bing Ads According to a Bing Ads blog post this week, it has launched Upgraded URLs to simplify tracking campaign performance. With Upgraded URLs, you can quickly make updates to your tracking codes and keep your ads running. According to the post, the major benefits are: More efficient tracking …
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Social media management can become very time consuming, and that’s why we have compiled a list of some of the best tools to enhance your social efforts. Whether you’re a small business or a large corporation, these tools can be useful for everyone trying to create a consistent social presence. And many are free to use… Social scheduling Hootsuite Hootsuite is among the most popular social media management platforms, offering an overview of all your social networks (Facebook, Twitter, Youtube, LinkedIn, Instagram), along with the option to create and schedule content, analyse performance, and monitor your favorite topics and hashtags. It also features a Beta …
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There’s been an awkward separation between UX and SEO in previous years, and it’s always difficult to move past an ‘us and them’ mentality. But if your business is going to be on track for success, then both need to be working in harmony. It is the duty of SEOs to stay perpetually up to date with how Google algorithms work so be sure you listen to their opinions, even if they’re talking design issues. Thankfully, SEO and UX are gradually merging into the same thing, which is good news for everyone. Visitors receive a better experience, businesses have a guide on how to satisfy their customer needs (assuming they research how the algorithm works) and UX designers …
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Building a search presence globally might seem like fighting through mobile and laptop screens one at a time, but it’s actually much easier than that. Around the world, in the realms of a number of search engines are billions of internet users, across 201 potential markets. http://www.internetlivestats.com/internet-users-by-country/ Businesses with global aspirations will have plenty of options for growth, but wildly hammering duplicate pages across numerous websites and changing the page title obviously isn’t going to work, so what is? 1) Cross country research tactics Use every SEO tool at your disposal to build up an image of how a website is performi…
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Google continues to shake up mobile search in its goal to perfect user experience. Earlier this month, they announced that they will extend the reach of Accelerated Mobile Pages (AMP) to all mobile search engine results. Whereas the original rollout limited AMP results to the “Top Stories” carousel, this update will allow all types of publishers to serve AMP pages within the mobile SERP. However, this extension will not have as much of an impact on organic traffic. Google has explicitly stated that moving to AMP will not necessarily result in a rankings boost. Instead, if a webpage is ranking and has an AMP version available, Google will serve the AMP URL. Recap:…
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In a poll conducted to accompany the ClickZ Intelligence Digital Trends 2016 report, nearly a quarter of respondents identified content marketing as the key trend for their company this year. But despite the widespread adoption of content marketing, companies still face numerous challenges in putting it to use effectively. For example, the majority of companies don’t have a dedicated content marketing team. Instead, many task their marketing departments with content marketing responsibilities. Given the difficulties companies face in producing content, it’s probably not a surprise that according to a study conducted by Forrester Research on behalf of cognitive conte…
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Should ecommerce businesses blog? That’s a question many ecommerce business owners find confusing; it’s easy to visualize the benefit a small business with a few products can get by blogging, but when you run an ecommerce store with hundreds or thousands of products, is there still any benefit to blogging? Apparently, there is. According to research by Seewhy, 99% of people won’t buy on their first visit to your site. There’s also a popular marketing axiom called ‘the rule of 7’. It says that many of your prospects won’t buy from you until they have seen your marketing message at least seven times. To top it all, there’s the issue with SEO. Google and all othe…
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Is Snapchat considering an expansion into contextual search as a way to experiment with new promising features? Snapchat is not ready to surrender from the continuous effort to stay competitive and although a battle with Facebook and Instagram may be hard, it is still examining new paths to expand, hoping to maintain its relevance. Snapchat is buying Vurb According to The Information, Snapchat is about to buy Vurb for more than $100 million, flirting with personalised mobile search. The deal is rumoured to include both cash and stock options, leading up to $200 million for the purchase of the winner of TechCrunch Disrupt of 2014. Although Snapchat doesn’t us…
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Back when we first published a 10 step guide on how to top Google search, the world of organic and paid search was a vastly different place. Sure it was only three years ago (almost to the day), but my how the landscape has changed. In 2013, to get to the top of Google it was merely a manner of doing some killer keyword research, ensuring your site had a good and clear structure and making sure you had a ton of high authority backlinks coming your way. And although these are all still very relevant practices today, we also now have to contend with these brand new factors too… Disclaimer: there are hundreds of things you need to do to improve search visibility,…
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As I’ve been writing about tools and tactics quite a bit lately, I thought for this month’s column I’d take a step back and share some ideas on how you can become a better analyst. And improving our analysis skills as marketers goes beyond broadening our career options and helping us be better at our craft. It should actually improve all areas of your life as a byproduct of nurturing our critical thinking skills. Some ideas follow that I apply in my own life and hope you’ll consider too. Find a passion outside work which involves developing hypotheses The scientific method, as you know, is a body of techniques for investigating phenomena, acquiring new knowl…
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1-800 Contacts is in trouble because it was applying game theory to improve their PPC results. The contact lens company allegedly struck deals that prevented rivals from bidding on PPC ads on Google and Bing using their trademarked terms and variants. According to the FTC complaint: “Beginning in 2004, 1-800 Contacts secured agreements with at least fourteen competing online sellers of contact lenses providing that the parties would not bid against one another in certain search advertising auctions.” The FTC is concerned because these reciprocal agreements could have resulted in reduced price competition in search auctions, higher prices for consumers, and m…
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Far too often I see brands migrating over to a new web design or new domain name without considering their current SEO standing, and therefore completely undermining all their previous efforts which helped them become an authority figure in their industry. There is a lot of pre-planning and execution needed from an SEO perspective to ensure a website retains the keyword rankings and organic traffic you have built up in the past. Using the SearchMetrics compare tool, you can see over time how successful a redesign or rebrand is, an example of a poorly executed domain switch, would look like this: (brand name excluded, as I don’t want to name & shame!) T…
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What do you imagine is the future of search? Voice… for sure. Machine learning alogrithms… certainly. Super-intelligent personal assistants that know your next move before you make it… probably. But what about search powered by your own brainwaves? Surprisingly, that may not be as far-fetched as it sounds. I recently caught up with Scott Rummler the creator of the world’s first web-based brainwave application, ESPforMe. It allows a user with an EEG headset to perform basic search functions remotely over the web, which he claims is a “major milestone, offering a completely unique mode of interaction that uses thoughts alone.” Understandably, I had a few…
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One of the most efficient types of targeting in Facebook (second to retargeting, of course) is lookalike audience targeting. Lookalike targeting is basically a targeting type that allows you to use first party data (e.g. customer lists, remarketing lists, etc.) as a seed audience to find new users with very similar characteristics, behaviors, and traits. It’s applicable for all business models (B2B, B2C, EDU, etc.), but in this post, we’ll lock in on best practices for ecommerce. When using lookalike targeting, the audience you select as your seed audience is extremely important. Essentially, you want to make sure you are developing audience lists from your best…
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New research show a disparity in sales growth between pure-play online retailers and their multichannel counterparts. IMRG stats show that between January and June this year, while multichannel retailers (those with a high street/store presence) grew sales by 9.5%, the figure was 24.8% for online-only (defined as those with at least 80% of sales coming from online channels). The stats That said, the stats show that multichannel retailers were initially performing more strongly than the pure-plays from when IMRG starting tracking this in 2010, recording stronger sales growth. Since 2012, online-only retailers have experienced greater growth than mutichannels, Si…
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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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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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The major problem with marketing and business jargon is that the majority of the people who use it, aren’t necessarily using it correctly… “Watch me pivot this burrito right into my wheelhouse.” “Sir, you have a call on line one.” “Put them on hold, this is mission-critical synergy right here.” “Oh god, I work for a monster.” “Excuse me?” “I said, I’ll fetch you a napkin.” Buzzwords and jargon can merely add to the confusion and alienation of everyday working life, and certainly increase the chances you’ll end up locking yourself in the stationery cupboard for a hand-over-the-mouth scream on a daily basis. To help you out, I’ve devised a quiz l…
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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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