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Showing posts from February 26, 2016
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Google Is Fixing The “Permanently Closed” Problem For Local Businesses

I’ve heard many complaints in the last couple years from business owners who have issues with their listings showing up as “Permanently Closed” in the search results on Google.Usually, it happens to businesses who have relocated, and their customers are seeing their old location with a big, ugly, red “Permanently closed” label instead of seeing the new location’s address.In the last couple of months, I’ve noticed that Google My Business support is doing something different to solve these issues. Unknown to many, there is actually a “Moved” feature on Google Maps that solves this issue.Why Is This A Problem?When a business moves, Google instructs them to just update the address in their Google My Business dashboard. This is always the best option for a business when they move because it will keep all their followers, reviews and photos intact.However, businesses often have duplicate listings and don’t realize it — and those listings don’t get updated. Also, businesses who don’t claim t…

Setting Local SEO Expectations: 3 Points To Hit Early And Often

A driving force behind my marketing career over the past few years has been “Help the world, one business owner at a time.”So I’ve made it my mission to not only help businesses better their SEO practices, but also help the owners understand what SEO truly is.Sadly, misinformation about the field of SEO is still being circulated. One way I’ve been able to effectively overcome some of the outdated or incorrect information still floating around out there is by talking about the “hard truths” or lesser known mechanics behind local SEO.I try to do this as early into the campaign as I can and repeat myself many times over the course of it. I always like to tell clients what to truly expect when trying this type of a campaign; a lot of times, no other SEO company has offered up info like this.There are three things in particular that I really try to drive home when it comes to local SEO. This sets a better expectation for clients moving forward and establishes an honest/transparent relation…

The Death Of Marketing Expertise

Recently, I had dinner in Orlando with Bill and Ted (not their real names), some pretty successful digital agency owners. (By successful, I mean more than 50 employees and strong annual revenues.)They’ve been friends of mine for a long time, so I assumed they’d be up for a little of the usual expert banter.The first punch in the gut came when I casually explained about some PPC bidding methods we routinely use. My friends had no idea what I was talking about. Hyperventilating, I reminded myself they deliver SEO services, primarily.So I told a story from the SEO world. As usual, it involved a chartered jet, a bottle of Scandinavian spirits, a spammer with a weird nickname and a senior Google evangelist who shall remain nameless. I was interrupted as I was just getting warmed up. The guys who run this SEO-first agency simply had not heard of the senior Googler — one of a handful of SEO evangelists Google has ever had in its history.Talk turned to sports. The longevity of Jaromir Jagr’s …

Optimizing Conversions Isn’t Everything! Don’t Neglect What Happens Before & After

Many marketers working to generate leads via digital channels get too focused on the specific conversion action, whatever it may be. In my opinion, this viewpoint is too narrow given the amount of activity that must occur both before and after the conversion.By giving pre- and post-conversion activities more attention, marketers can improve lead gen results and increase bottom-line revenue.The Lead JourneyI urge marketers to look at the conversion action as the mid-point in a journey that starts with first engagement activities and ends with money in the bank. This journey can be represented as the entire length of your sales funnel, or buying process, which in some cases can be many months.I like to envision the funnel horizontally, with the first engagement on the far left and the revenue event on the far right.Marketing activities on the far left are numerous and are the beginning of the engagement process.The middle of the funnel, the conversion, is typically happening on your web…

Bullet-Proofing Your Business From The Inevitable Online Reputation Attack

Your business may be humming along blissfully doing commerce when it gets hit by the inevitable online reputation attack.It may come from left field; it may be a very atypical experience for your company. And you may discover you weren’t ready for it. It could be prominent and could immediately start eroding your business’s bottom line.If it hasn’t happened to you yet, it almost certainly will. Let me explain why and share how to prepare for it ahead of time so that you can insulate your business and negate the impact.It Really Could Happen To YouCompanies are nearly always in denial until it happens. You think, “We work hard, produce a great product, and we are honest — everyone appreciates that we are a dependable, good business.” But there are many things that are out of your complete control, and this is where uncertainty enters the picture. Always.Many mistakenly think that if they’re already effectively promoting themselves online, they are simultaneously performing good reputat…

10 Best Practices For Digital Ad Breakthrough

With the proliferation of content and the rise of multimedia tasking, it’s harder than ever for ads to break through to viewers.Previously, in “Pay Attention! 3 Steps to Digital Advertising Breakthrough,” I laid out the challenging course that communications must traverse to be successful — in being linked to the brand, conveying a message, changing attitudes and driving favorability, persuasion and action.The first step is creating an opportunity to see (OTS), which is easy to measure today, thanks to the efforts of the Making Measurement Make Sense coalition and the Media Ratings Council, whose viewable impression measurement guidelines set standards for the industry.The second step is getting the viewer’s attention, which requires passing from the right-brain-controlled sustained attention to the left brain’s focused attention.The final hurdle an ad needs to clear is stimulating cognitive processing sufficient to establish a memory, which requires making it through the brain’s impr…

MarTech Today: AdTheorent’s Attribution Service, Location Data For Addressable TV & Fixing “Permanently Closed”

Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:Ad Tech Firm AdTheorent Launches Public Version Of Its Internal Attribution System
Feb 25, 2016 by Barry Levine
Called Barometric, the service uses street addresses of homes as the consistent ID across devices and into physical retailers.Marketing Land Live #2: Google Drops Right-Side Ads, Closes Compare & More
Feb 25, 2016 by Matt McGee
Join us at 12:00 p.m. ET Friday for our second weekly live video show, and join the conversation with the #HeyML hashtag.Nielsen Will Start Measuring Snapchat Ads
Feb 25, 2016 by Tim Peterson
Nielsen measurement means brands will be able to more accurately compare their Snapchat and TV campaigns.Meet the MarTech Speakers: Rohit Prabhakar
Feb 25, 2016 by Marketing Land
How a path to medical science veered into a corporate plan for marketing technologyMarTech Landscape: What Is Predictive Analytics?
Feb 2…

Six of the most interesting SEM news stories of the week

Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond.Oh you’ve been away all week? Right, okay. Well sit down. We have some news.Google’s been making some changes…Google kills its Right Hand Side AdsThe inescapable news this week is of course Google AdWords removing all the ads from the right hand of its SERPs.Now instead of seeing PPC listings, you’ll either see an odd blank space, or Product Listing Ads, or the standard Knowledge Graph for Ryan Gosling (or insert your current crush here – mine’s still Ryan Gosling).The ramifications for the change are myriad, but the biggest change for user and marketer alike is the increase in PPC ads at the top of the SERP from three possible links to four.And speaking of Google…Google launches Accelerated Mobile PagesAlthough we had been expecting the launch of AMP – Google’s open source initiative which aims to improve the performance of the mobile web – around now anyway, Google…

Watch Oscars 2016 Live Online on PC, Android, iPhone and iPad

The 88th Academy Awards is all set to take place at the Dolby Theatre in Hollywood, California on Sunday, February 28, 2016, and ABC will be telecasting it live from 4 PM PT/7 PM ET/ 12 AM GMT. Like last couple of years, ABC will also be live streaming the Oscars online and on mobile screens via its Watch ABC platform for people with a participating TV subscription service.Actor Chris Rock will host the show for the second time, having previously hosted the 2005 Oscar Awards. He takes over from Neil Patrick Harris who hosted the Oscars last year. J. J. Abrams, Sacha Baron Cohen, Priyanka Chopra, Charlize Theron among others have been confirmed as the presenters of the show. Lady Gaga, The Weeknd, Dave Grohl, Harold Wheeler, Sam Smith and others are amongst the performers at Oscars 2016.Watch Oscars 2016 Live Online in the USThankfully, ABC will be live streaming the Oscars 2016, letting you watch the awards show on your desktop, tablet, iPhone or Android smartphone so you can keep tra…

How To Migrate Affiliate Links From Gocodes To ThirstyAffiliates

For the last 6 years, I was using a free WordPress plugin call Gocodes to manage my affiliate links & this plugin had almost 300+ cloaked links. One fine day, the developer decided to pull this plugin off the free repo & many bloggers like me was left out in the dark with no future of this plugin.For long, I was stuck with it & was wondering which should be the next affiliate plugin that I can use. Selecting an affiliate link management is crucial as it’s not only limited to link management, it also meant it has to ensure your blog doesn’t get penalize by using affiliate links & offers an advance feature to help us make more money.Earlier, I tried a free alternative call EasyAffiliate which seems good but this time, I wanted to move to something more powerful which can offer me more features & help me to get more from affiliate marketing. If you are new to Link cloaking, you can watch the video to understand the benefits of link cloaking in affiliate marketing: Few …

Apple Might Drop the Air Series for iPad; Expected to Launch 9.7-inch iPad Pro

Apple seems to have decided on some minor changes in its tablet line-ups, in order to segregate the next gen 9.7-inch iPad, the company would be attaching it with the new iPad Pro line-up. This will translate into a 9.7-inch and 12.9-inch iPad Pro models. Apple has done this before, the 12-inch Macbook came devoid of the “Air” tag although it was apparently a successor for the MacBook Air.Apple’s next event which is expected to be held on March 15 will be the Launchpad for both the new iPad Pro variants. The smaller iPad Pro is expected to come with a similar set of specifications and the only noticeable change will be the smaller screen. Thankfully, Apple will still be supplementing the iPad Pro 9.7-inch with a smart connector and according to 9to5 Mac sources Apple is also prepping up a smaller version of its Smart Keyboard cover attachment for the new models. Here is the thing, iPad Pro 9.7-inch is expected to come in same variants as the iPad Pro but it is most likely to be priced…

Neverware Wants to Give your Old Laptops a New Lease of Life with ChromeOS

It is quiet natural for most of our gadgets to be obsolete in an year or two, and Laptops are no different. With the reduced lead time for new products, the consumer electronics industry is heading at a rapid pace. What happens here is that people find it difficult to dispose of their perfectly fine laptops after they upgrade to a newer one and eventually the chances are that it might end up as a e-waste.Neverware is a company that wants to make sure that you just don’t plonk your old laptop in the bin and are instead able to use the same and how it does it is innovative and pretty simple as well. The company will give a new lease of life to your old laptop by converting it to run Google Chrome by enabling the dual-boot system. Considering the low speeced hardware that the new Chromebooks usually come with, the chances are that your old laptop might be faster than the new Chromebooks.Neverware has already approached the educational institutions and has proposed that they will be selli…

Cardlytics Opens Up Its Treasure Trove Of Purchase Histories To Ad Targeting

Since 2008, Cardlytics has worked with more than 1500 banks to build up a massive database of users’ purchase histories from credit cards, debit cards, and electronic checking transfers.It has used this treasure trove to target advertisers’ rewards campaigns to those users inside bank sites and apps, promoting customer loyalty by white-labeling its platform to the banks.Someone who spends big on sporting equipment, for instance, might see discount coupons for golf clubs when she logs into her bank’s app or site. Cardlytics says it has purchase histories for about 120 million accounts in the U.S.Today, the Atlanta-based company is making that huge mound of first-party, anonymized data available to advertisers on other sites and apps — plus social media, email, or addressable TV — outside of the banking channel.It is launching Cardlytics’ Platform Solutions, which contains three separate products — Audiences, Measurement, and Insight. The platform is available via a dashboard or APIs.Au…