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Showing posts from June 10, 2016
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Broad match: What is it good for?

Walk into any bar (or type your way into any digital space) where PPC people are gathered, and you will find a thousand different methods for using the different match types available when adding keywords into your campaigns.None of them are inherently wrong — ultimately, it’s the results that matter. But is there a method that can make effective use of broad match keywords without ruining our chances at a healthy cost per conversion? That’s the subject this column will cover, while also delving heavily into the area of keyword research, so get ready to have some fun.Broad match = hunter-gathererWe often use broad match keywords when starting paid search campaigns from scratch, as we may not intuitively know more specific searches that people might be using. Other times, we encounter a large volume of broad match keywords when we take over management on an AdWords account set up only using broad match (It happens!).A typical next step in either of these situations would be to duplicat…

Kick in the Grass! Seven Football Games to Get You into Euro 2016 Mode

Football fever has gone viral with the Euro 2016 set to get underway shortly – heck, even Google’s doodle pays tribute to the month of football madness that is likely to follow. For those not content with watching the action on their television sets or the stadium, here are ten games that will deliver a digital kick in the grass to your mobile devices.1. FIFA 16: Obviously!(Android, iOS)Well, it HAD to be there! Love it for its official team line-ups and stadium recreations or hate it for its complex interface and sometimes near-minimal updates, there is no denying that EA’s iconic FIFA series has a special place in mobile football games. And the latest edition delivers the usual array of official teams, jerseys and venues as well as some excellent graphics (just make sure your device has a relatively new processor and at least 2 GB RAM). Yes, the gameplay does come with a learning curve and you will have to make in-app purchases at some stage, but if it is mainly a soccer spectacle t…

What is quality content?

We’ve all heard that content is king and that you need to write high-quality content, or now “10x content,” as coined by Rand Fishkin. Ask SEOs what “quality content” is and you’ll receive a lot of varied and opinionated answers. Quality is subjective, and each person views it differently.Ask SEOs what Google considers to be quality content, and you will get a lot of blank stares. I know because I like to ask this a lot.The number one answer I get, sadly, is that content should be x number of words, where x is usually 200, 300, 500, 700, 1,000, 1,500, or 2,000. More content does not mean better content. A simple query about the age of an actor can be fully answered in a sentence and doesn’t require their life story and filmography.Another answer I receive is that the content should be “relevant.” The problem with this is that low-quality pages can be relevant as well.Other SEOs I’ve asked have given amazingly detailed answers from patents or ideas from machine learning about word2vec,…

Data platform Quantifind’s new Analysis application lets marketers ask their own questions

As it turns out, finding out which conversations on social media are connected to terrorism is not that different from finding out which conversations lead to a sale.Menlo Park, California-based Quantifind, founded in 2009, was involved at one point in the former task, but now it is solely devoted to the latter.But, unlike terrorists, marketers like to ask questions. In order to give marketers more control over getting insights from conversations that predict their business outcomes, the company released this week an Analysis application for its existing SIGNUM platform.Previously, co-founder and president Ari Tuchman told me, a brand like a car company might ask Quantifind to search for clues in customer conversations and feedback indicating, say, what kinds of advertising approaches are most effective.Quantifind would create the analytical model, onboard the data — including zillions of Twitter posts, Tumblr blogs, forum comments, customer surveys, call center transcripts, and more …

Do you have the right local SEO tools for the job?

Part of the fun of being in the SEO space is that we get to play with a lot of crazy tech developed in the name of reverse-engineering Google’s algorithms. We all have our favorites — when I first started learning SEO, my fave was SEO Altar, a service that allowed you to make a ritual sacrifice to the SEO gods in order to recover lost rankings. Somehow, that one never took off.But there are plenty of other great SEO tools out there to help you get the Local SEO job done, and as part of my monthly indentured servitude to Search Engine Land, I hereby present thee with ye olde Local SEO Guide Local SEO Tool Stack.GoogleIn many ways, all you need is Google. Turn off your targeting computer and trust the Force. And of course, Google Analytics, Google Webmaster T — I mean Search Console, Google Docs, Google Page Speed Insights, Google Mobile Friendly Test and whatever other new/updated free thingy Google is offering these days.Hint: This list of all of the structured data Google is recommen…

Four of the most interesting search marketing news stories of the week

It’s Friday, so welcome to our weekly round up of search marketing and related news. This week we have the 16 companies dominating Google, stats on retailers’ search budgets, and a look at accusations around Google and searches for Hillary Clinton.Is Google manipulating searches for Hillary Clinton? Er,no…There’s been talk of Google manipulating autocomplete suggestions for searches on Hillary Clinton. A video from SourceFed claims that searches around Clinton are being manipulated as they don’t return the suggestions they would expect to find.Specifically, searches such as “Hillary Clinton cri-” did not suggest “Hillary Clinton criminal charges” and “Hillary Clinton in-” did not return “Hillary Clinton indictment.”SEO and reputation management expert Rhea Drysdale does an excellent job of debunking the theory in a post on Medium.Essentially SoureFed failed to compare similar searches for Donald Trump, which fail to suggest phrases like “Donald Trump lawsuit”.In a nutshell, if Google …

The struggle is real: Marketing to Millennials

The retail environment is crazily competitive. The old guard retailers have upped their game, and there are new startups coming online every day. In this environment, how do you stand out and grow your customer base? And most importantly, how can you reach the important demographic of next-generation shoppers — Millennials — in a way that speaks to them?Most retailers need to rethink their marketing tactics when it comes to Millennials. In 2016, Millennials are moving faster than ever, and so is the landscape of media offerings marketers can use to reach them.Here are five techniques all retailers need to employ to keep up.1. Be where they areYou can’t reach Millennials if you’re not playing in their playground. Help them find you, and draw them back to you by hanging out where they do.Of course, you already have a Facebook page and a Twitter account, but do you have Instagram and Snapchat and YouTube accounts? Do you have a Vine? According to a TNS Connected Life study conducted in m…

Android “Nearby” uses beacons to push apps and sites relevant to user location

Yesterday, Google introduced (or expanded) a new feature for Android users called “Nearby.” It’s a location-based system for notifying Android smartphone owners of apps (and sites) that are potentially useful or relevant in real time based on where they are.Google provides some use cases in its post:Print photos directly from your phone at CVS Pharmacy.Explore historical landmarks at the University of Notre Dame.Download the audio tour when you’re at The Broad in L.A.Skip the customs line at select airports with Mobile Passport.Download the United Airlines app for free in-flight entertainment while you wait at the gate.Android devices (including Android watches) running KitKat or later are compatible with Nearby.Beyond letting users know of content or experiences that might be relevant or helpful, Nearby effectively is another app marketing/discovery tool and a way to help developers engage users.It’s also a way to get Android users to opt into location services and notifications. Tha…

The 8 biggest myths about guest posting

To date, guest posting has been one of the most efficient and beneficial long-term strategies for either content marketing or SEO. The premise is simple, and approachable even for an amateur: use a personal brand to get your work published on various high-authority publishers, and reap the rewards of authority, visibility and traffic for your brand.Unfortunately, a number of persistent myths are circulating about guest posting in the modern era. These are eight of the most egregious ones I’ve found:1. Guest posting is dead (or dying).I’ve seen a number of posts and claims that guest posting is a “dead” strategy, even from some authoritative sources (Google’s Matt Cutts comes to mind). But the fact is, guest posting is alive and well.It certainly doesn’t work the way it used to — publisher standards are tougher; links don’t pass authority in the same way; and content competition is fiercer — but it can still be tapped for a massive benefit. Otherwise, you’d be seeing far fewer posts in…

Attribution, one step at a time

Marketers have always had a problem. They spend lots of money across lots of different marketing channels — PPC, display, affiliate, direct mail, email and so on — but it’s really hard for them to measure how well all of those channels perform together.If marketers can’t see how well their advertising is working, then they can’t make the best decisions about how to spend their budget.In addition, we know that marketers are challenged by data. They have lots of it, with reports from multiple systems, platforms and vendors. In many cases, there is overlap, with each vendor claiming the same sale.Attribution helps to overcome these problems. With a consolidated, deduped view, brands can start to analyze the data and uncover valuable insights. By gaining clarity on how touch points — and combinations of touch points — drive conversions, businesses will be better able to manage budget allocation and campaign performance.While attribution can provide clarity, marketers continue to struggle …

MarTech Today: Lithium launches Klout-powered Reach, Apple’s paid search ads for App Store & more

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:Lithium launches Reach, a Klout-informed social content marketing tool
Jun 9, 2016 by Barry Levine
The data-driven insights, the company said, help marketers avoid “throwing spaghetti at walls” to see what kinds of social content stick.Google Analytics begins breaking out iOS traffic by model (when it can)
Jun 8, 2016 by Matt McGee
When iOS user agents include a specific device model, Google Analytics now lists them separately in the Mobile > Devices report.Improve the customer experience by understanding customer-managed journeys
Jun 8, 2016 by Digital Marketing Depot
Businesses need to shift their focus to the customer-managed journey as opposed to the static, “mapped” customer journey.Yandex updates their version of PageRank named Thematic Index of Citation (TIC)
Jun 9, 2016 by Barry Schwartz
The Russian search engine, Yandex, has upd…

Why and how to comprehensively test the mobile usability of your site

Testing with Google’s mobile-friendly and page-speed tests is a good discipline, but if you really want competitive edge on the mobile web this is just the starting point.Google has done an excellent job of promoting the importance of the mobile-friendly website, with its mobile-friendly test and search algorithm that prioritizes mobile-friendly sites in search results.Now it is putting web performance – i.e. how fast your site loads on a mobile device – in the spotlight with its new business-focused mobile web testing tool, which is based on a revamped PageSpeed Insights tool.Is this a sign that performance/page speed – like mobile-friendliness – will become a more significant factor in mobile search rankings? Perhaps. Probably. But that shouldn’t be your sole motivation for testing and fixing. Your site should be fast and lean on a mobile device because that means a better usability and user experience (UX).Testing your webpages with Google’s PageSpeed Insights and the Mobile-friend…

Eight most important PPC tips for online retail

With the share of digital ad spend at 29.9% in 2015 and expected to increase to 39.3% in 2019* the digital advertising marketplace is becoming increasingly competitive for ecommerce retailers.With this in mind, optimising paid search should be a priority for all retail marketers in 2016. Let’s take a look at some of the most important pay-per-click tips for online retail:1) Segment CampaignsGoogle Shopping and AdWords allow you to bid at product or keyword level, however, this is a feature that many advertisers fail to adopt. It is particularly important in online retail to segment your Google Shopping campaigns to the finest level possible, because your inventory may be seasonal and individual items have different bidding values.Let’s take ‘women’s clothes’ for example. You could easily just create a single ad group containing all women’s clothes ads; however, this could easily lead to poor performance. It would be a much better decision to segment your products into groups such as ‘…

Analyzing the Upcoming 700MHz Spectrum Auctions in India

The telecom industry is a serious cash cow for the Indian government. The auctions in past two years have seen the government raise record amounts of money as incumbent telecom operators tried to renew their license in service areas where it was expiring. Telecom operators also bid for extra spectrum in the 1800 MHz and 2100 MHz bands to bolster their 4G and 3G offerings.It’s widely believed that yet another spectrum auction is looming around the corner and might come to fruition by this year. This auction is unique because it involves the sale of 700 MHz spectrum which hasn’t been done in the past. In this post, we’ll be analyzing this spectrum that’s believed to be a crucial part of the auction.1. When’s the auction and what airwaves are being sold?The auction is expected to be held sometime this year. This auction is expected to have the maximum variety of spectrum. The expected spectrum types are 700 MHz, 850 MHz, 900 MHz, 1800 MHz, 2100 MHz, 2300 MHz and 2500 MHz. Never before ha…

Google’s Proximity Based Nearby Feature will Allow Third Party Apps to Converse with Smart Beacons

Google has been trying to ramp up its IoT efforts by introducing actual Bluetooth beacons for Androids. This along with the Nearby feature is expected to help Android users discover the places in their surroundings and also communicate with the beacons. Google has further evolved this concept and now it will let Android apps actually converse with the beacons placed in public places and businesses.Google has already facilitated the third party apps to add device to device communication feature. Today, Google has announced that it will be partnering with some of the places and the physical beacons placed at these locations will help users indulge in a rather intuitive experience.Google has partnered with the Broad Museum to allow users enjoy an in app audio tours. The best use case of the new Nearby feature can be the ability to watch free in flight movies in United Airlines, courtesy partnership with Radius Networks. The new feature will also be compatible with the Airside’s Mobile Pa…

How To Write A Support Request That Will Get Problem Fixed ASAP!

Reading Time:4minutesYou: I need urgent help?Customer support: We are looking into itafter 10 minutes…You: Hey, Any update? My site is downCustomer support:Sir/Mam, we are looking into it.I know how much it’s irritating and hard to imagine that someone has willingly ignored your request for support – Whether it is for premium themes & plugins or hosting or for any other products.It’s more frustrating that we have stuck somewhere while using their product and after writing an Email for a support request, we are not getting the help from their side. If it is not an emergency then we can wait some days for their response but what if it is urgent to resolve the problem?Feel like your own story?Well, this happens to many of us all the time.... This is why today you will be learning many secrets of writing support request that will get answered quickly.What to do to get attention for our problem from the support team of the product? How to write a support request which will not be trash…