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Showing posts from May 5, 2016
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Branded query optimization for SEO

In SEO, our daily job is to spot opportunities and capture them. This is often achieved through technical improvements, page optimization and content development and distribution. The leading edge of our success is often judged by rankings achieved — specifically, rankings achieved for non-brand phrases.In today’s post, I’d like to highlight a valuable element of SEO that many marketers seem to overlook: SEO activities around branded queries.What we are talking aboutThe first simple task is to define the queries we’re interested in optimizing. Branded keywords are any that — you guessed it — contain the brand’s name. For example, if the brand is Brandlicious, Inc., branded queries would include someone typing in:“brandlicious”“brandlicious.com”brand plus queries (e.g., “brandlicious + keyword“)any proprietary product name or service offered by the brandIn contrast, non-brand queries are like:shoesplumbing serviceshow to tie a tiebest software for creating a brochureWhy brand terms are…

Mobile vs. desktop: Are you optimizing both experiences?

In March of 2015, the number of mobile-only users overtook desktop users, according to ComScore. This is a trend that will only become more pronounced over the next 10 years as both business and personal users shift away from being tethered to desks and instead choose to access the internet anytime from anywhere.Tech giant Intel (disclosure: client) recently announced that it was shifting its focus away from PCs and onto enterprise business needs (servers) and mobile-enabled technologies, or the Internet of Things (IoT). This doesn’t mean the death of PCs and laptops is upon us, but it does signify that for those creating online experiences, more thought needs to be put into the differences between the desktop and mobile experiences.While many companies over the last several years have invested in mobile experiences for their customers, they have taken a fairly narrow approach to creating the applications or responsive designs. What this means is that while the navigation, text, graph…

Peloton’s new CMO brings her passion for fitness to work at the in-home exercise brand

Last month, the in-home fitness cycle brand Peloton named Lori Tauber Marcus its Chief Marketing Officer. In her new role, Marcus will drive Peloton’s global marketing organization, and build the company’s global brand.One of Marcus’ first initiatives as CMO is the launch of a new ad campaign that will span TV, print and digital channels.“Because we are a disruptive innovation, we have to explain to consumers what the Peloton Fitness proposition is,” says Marcus, “My hope is that the campaign continues to elevate the brand while educating consumers about this transformational in-home exercise phenomenon.”Prior to Peloton, Marcus served as the Chief Global Brand and Product Officer for Keurig Green Mountain, Inc, and the Chief Marketing Officer for The Children’s Place retail stores.“I’m super excited to join a smaller, early stage company where I feel like I can have a major impact — not just on driving the brand and the business, but also continuing to build on the great culture to …

Adblock Plus teams up with content funding tool Flattr to pay cooperating publishers

Illustration by Flattr Adblock Plus taketh from publishers, and now the popular ad-blocking browser extension has a plan to giveth.The Cologne, Germany-based company has announced a new project with content-funding tool Flattr, headquartered in Sweden. Called Flattr Plus, it will be an browser extension that automatically pays for web content visited by its users.The main difference from the current Flattr is that users won’t have to click a button to “flattr” a site. Adblock Plus owns a minority stake in Flattr.Founded in 2010 by Peter Sunde and Linus Olsson, Flattr previously gained attention when it became the fallback method for donating to WikiLeaks, when PayPal, MasterCard, and Visa suspended payments following leaks of secret U.S. government material. Sunde was also a co-founder of The Pirate Bay, a site for freely sharing copyrighted content like movies.Adblock Plus’ Ben Williams told TechCrunch that his company’s millions of ad-blocking users “have been the most vocal in askin…

13 content marketing metrics to track for optimum conversions

There’s an old maxim in management science: “If you can measure it, you can improve it.”This applies to content marketing, as well. Without measuring the performance of your content, you can’t really tell whether your marketing efforts are actually successful or not.To fully measure the success of your content marketing, you need metrics that help you track conversions and long-term ROI (return on investment) of your content.In this post, I’ll show you exactly what metrics you need to track at what stage of a marketing campaign.A simple framework for measuring content successOne of the first things you should understand about content marketing metrics is that not all metrics are equally useful in every stage of your content life cycle.For example, when you’re starting out a brand-new campaign, you don’t really have the traffic numbers to track ROI or test for click-through rates. At this stage, you’ll see far better results by focusing on traffic generation, rather than measuring enga…

Yahoo announces new video programming focus & expanded video ad metrics at NewFronts

With the company’s future on unsteady ground, Yahoo’s 2016 NewFronts event took a sharp turn since last year, only opened to brand partners and advertisers.In a post from Chief Revenue Officer Lisa Utzschneider published on the company’s blog following its NewFronts presentation, Yahoo said it was “doubling-down” on video programming, narrowing its focus to only four core verticals: news, sports, finance and lifestyle.“Video advertising is one of the fastest growing areas of our business, up 64 percent in 2015, and our new approach will help amplify this growth,” writes Utzschneider, “Our team produced 54 percent more video in 2015 than in 2014, with over 8,000 video segments coming out of our state-of-the-art studios in Los Angeles, New York and Sunnyvale.”Also, Yahoo released a separate announcement following the closed-door event, confirming it was expanding its ad viewability capabilities and guaranteeing viewability thresholds around Yahoo Gemini native video.The expanded video …

5 reasons to keep doing mobile SEO even though ads are everywhere

“Look,” says your boss, directing your attention to the Google search results on her iPhone. She just searched on “life insurance quotes,” and the organic listings are nowhere to be seen. She actually has to scroll down past the third ad before she gets to the first organic listing.“Why would we continue to pay any attention to organic search on mobile when Google is only showing ads?” she says. “I just read a report from a prominent agency that said organic search visits were down seven percent year over year in Q1, as increased monetization of mobile results is pushing more traffic to paid listings, and that mobile traffic share has been flat for organic search in the past year, but it is up 10 points for paid search. Let’s just shift the budget into paid and be done with it.”If you’re interested in growing your traffic overall, you should resist that suggestion.While it’s true that organic search visits are down overall, according to recent reports, there are many reasons you shoul…

10 tips for marketing success on LinkedIn

Using LinkedIn for personal and professional branding is easy, so why do so many brands and individuals get it so wrong?At ClickZ Live Jakarta, Chris J Reed, global chief executive officer and founder, Black Marketing, shared his 10 tips for success on LinkedIn.“You all have terrible profiles – I know, I’ve seen them,” Reed told delegates.How to improve that? The first step is understanding LinkedIn’s role as a business-to-business (B2B) and a pier-to-pier (P2P) network, in a business context.  “It’s not Facebook, it’s not Twitter and it’s definitely not Tinder,” says Reed.Who uses LinkedIn?The platform is establishing a significant presence in Asia. India and China now make up LinkedIn’s two biggest markets after the United States.It has a growing presence in many APAC markets including Australia, New Zealand, Singapore, Hong Kong and Indonesia.*Source: LinkedInChina’s adoption of the site in particular is a surprise to some, says Reed. It’s one of the few global players to make inro…

News360 adds native ads to its free publisher analytics

From a News360 video about NativeAI In February, news discovery platform News360 launched its free NativeAI cloud-based audience analytics platform for app and web site publishers.Now, the company is launching a way to use the analytics for making money, by enabling the targeting of personalized native ads and sponsored content based on NativeAI’s tracking of more than a million unique interests among the publishers’ visitors. By contrast, CEO Roman Karachinsky told me, most other native ad platforms utilize a few hundred categories.News360 claims that its targeted ads can deliver average clickthrough rates as high as 4 percent, compared to a regular average of .15 percent.Karachinsky said that the plan has been to launch NativeAI in phases, although analytics was secondary to monetization.“Analytics is the cherry on the pie,” he said. “The pie is monetization.”Here’s a screenshot from NativeAI:He declined to say how many publishers are currently utilizing NativeAI, except to mention t…

The Marketing Immediacy Mantra: how to deliver excellent real-time experiences

Engaging consumers in the micro-moment is becoming a top goal for direct marketers, however, unless marketers are able to deliver value with each interaction, they risk alienating customers. Here are some tips for getting started:There’s a new sheriff in the land of marketing: immediacy.Otherwise sometimes know as instantaneous, now, pronto, boom. Immediacy is the mantra that runs the marketer’s realm, from program planning, to data and analytics and, most importantly, every aspect of automated lifecycle communications across all digital channels.‘Now-ness’ is the new necessity when it comes to putting data into action to drive consumer experiences and conversions in the moment.Of course, the driving factor is fast-acting consumers with mobile devices 24/7 accessing anything and everything – they continue to push the immediacy shift.With 55% of email opens on mobile (and climbing) according to Litmus, we have more opportunities to impact with marketing immediacy and value than ever be…

MarTech Today: Self-service EverString, bots that don’t understand you & Deeplink’s AppWords Concierge

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:EverString now lets marketers create their own “lookalike” segments
May 4, 2016 by Barry Levine
Predictive marketing firm says “no one else is offering this level of self-service.”Lost in translation: What happens when a Facebook Messenger bot can’t understand you
May 4, 2016 by Tim Peterson
Execs from Betaworks-backed Poncho, Mic and Complex Media explain how chat bots are trying to keep conversations from going completely off the rails.Owning your martech stack means owning privacy, too
May 4, 2016 by L. Erik Bratt
As regulators continue to debate privacy requirements, contributor L. Erik Bratt says brands must learn to control the data across their martech stacks without violating consumer trust.AppWords Concierge: a new in-app assistant that “preempts search”
May 3, 2016 by Greg Sterling
The company wants to enable a Google Now-like exp…

Best WordPress Backup Plugins For Automated Backup: 2016

One of the best tip which you will get to keep your WordPress blog secure is by keep taking WordPress backup. There are many WordPress backup plugins available in the WordPress plugin directory, but very few of them allow complete backup. When we talk about full backup, it means taking backup of plugin, themes, backup wp-content folder. Moreover, it’s always recommended to automatic backup WordPress to make sure; you have most recent version of backup of your blog.Why backing up your WordPress blog is important?Most of the bloggers make the mistake by not backing up their blog and regret it later. If you are one of those who haven’t yet configured a backup system for your blog and relying on backup offered by your hosting company, you are making a big mistake.Understand that WordPress is software, and it runs on PHP any MySQL and all the files are stored on your web hosting company.  No matter what, when anything is related to computer and Webhosting, it can crash any day. A hacker mi…

Facebook Offer: Smart Way To Make Money From Your Facebook Page

Have you used Facebook offer feature yet? This feature is useful for companies, brands, bloggers & online marketers.In this guide, you will learn how to make most out of Facebook offer feature.This feature will help E-commerce companies to offer special discount coupons and offers to their fans and customers. Here is the complete guide and information related to creating an offer on your Fan page and how you can use this to make money from Facebook pages.Read: How to create Facebook fan pageHow to create a Facebook offer for your Fans?Like you create a new status update. Similarly, you will be creating a new Facebook offer for your Fans. Go to Fan page you admin and click on Offer, Event+ and select offer from the drop down options.You can easily select online only offer and use your affiliate link and a discount coupon to offer something useful for your fans. Believe it or not, people like discount and offers which are hard to resist.So, let’s say if you are promoting an offer fr…

Q&A: The Prince’s Trust’s Rebecca Galambos on digital transformation

Rebecca Galambos is senior digital transformation director at the Prince’s Trust, with some valuable insights into the ‘millennial generation’ through her work. Rebecca will be speaking about this at our upcoming Shift event in London on May 24/25th. I’ve been asking Rebecca about what digital transformation means to her…Can you give us a sneak preview of your presentation at Shift?I’m going to be speaking about how digital transformation and frugal innovation are just as relevant to the third sector as to the world of commerce (arguably even more so given the tight funding environment).How useful is the term ‘millennials’?Does it over-simplify a group of people with very disparate interests and needs? As with all stereotypes it is somewhat helpful but can quickly become a lazy shorthand… today more then ever the individual has to come to the fore. How do you target this market? What has worked for you? Simplicity in our branding. Bite sized communication. Meaning and depth of our mes…

Microsoft’s Pre-Touch Sensing will Let you Control Windows Phone by Just Hovering on the Screen

In 2014 Almost two years before Apple introduced the 3D touch, Microsoft had been readying the same for its then flagship. However, once the plans to release the device was squashed Microsoft Live gestures still lived on. A new Microsoft research video shows how cool pre touch sensing for mobile can be and apparently it does come with some great use cases.The pre-touch sensing works much like the Google autocomplete which predicts your search queries. The Pre touch will swing into action when you bring the fingers with close proximity to the screen. Microsoft has showcased the technology by using video controls as an example. When the video is being played the control toggles simply disappear only to reappear later when your fingers hover on the surface of the screen. If you want to turn up the volume just move your fingers upwards and this is not all, Microsoft has also included a jogging dial that can be used to control parameters like volume and brightness.It also detects the way y…