Skip to main content

Posts

Showing posts from October 3, 2016
Instapage

Authority & link building with real-time Penguin

So it happened. Google finally released Penguin 4.0 — the last Penguin update of its kind, as it now processes in real time as a part of Google’s core ranking algorithm.In this post, I want to take a look at what Penguin is, how this update affects the SEO community as a whole and how the brave and the bold can continue to safely improve their organic visibility without fear of repercussions from punitive search engine algorithms.The announcementAfter a few weeks of turbulence in the SERPs, the announcement that many had predicted was finally made.The Penguin 4.0 announcement had two key points:Penguin is now running in real time. This is really good news. There are lots of folks out there who have paid the price for low-quality SEO yet are still not seeing a recovery after removing or disavowing all of their spammy backlinks. Certainly, a house built on dodgy links will not spring back to a position of strength simply by removing those links; however, there are many businesses out th…

The myth of the duplicate content penalty

Many people are more afraid of duplicate content than they are of spammy links.There are so many myths around duplicate content that people actually think it causes a penalty and that their pages will compete against each other and hurt their website. I see forum posts, Reddit threads, technical audits, tools, and even SEO news websites publishing articles that show people clearly don’t understand how Google treats duplicate content.Google tried to kill off the myths around duplicate content years ago. Susan Moska posted on the Google Webmaster blog in 2008:Let’s put this to bed once and for all, folks: There’s no such thing as a “duplicate content penalty.” At least, not in the way most people mean when they say that.You can help your fellow webmasters by not perpetuating the myth of duplicate content penalties!Sorry we failed you, Susan.What is duplicate content?According to Google:Duplicate content generally refers to substantive blocks of content within or across domains that eith…

Yext literally helps drive customers to stores with ‘Ride with Uber’ integration

Yext, which offers a portfolio of location data and presence management services, has added a novel option for customers: a “Ride With Uber” button. It literally helps drive foot traffic to business locations.Retailers and marketers can integrate the button into any of their digital assets, such as their websites or email. There’s also the option to include customized content or messages to customers during the ride (e.g., offers, menus, product information/sales). Yext has integrated the Uber API into its “Location Cloud.”Another useful feature allows the business to provide specific a drop-off location so the customer arrives at the desired entrance, not nearby. There are also B2B uses: one of the examples in the press materials is a health-care firm using it for  job interviewees.Yext sees this as a marketing vehicle for its customers. It’s also a marketing vehicle for Yext, which competes with a range of other firms in the presence and location data management arena.If the custome…

Prepping SEO for 2017: it’s all about the ROI

Fall is in the air, and that can only mean one thing for most digital marketers: budget season.The approaching fourth quarter is often the time when companies begin the budget and planning process for the next fiscal year. And it seems that ROI, while always considered a top priority, has renewed importance now. Advertising Age recently reported that intense demand for ROI is causing companies to replace their CMOs at a rapid rate — as much as a 48-percent turnover in top retailers.You’d think that ROI would be easy to track on digital, right? Compared to offline media, digital clearly has a tracking advantage. But integrating tracking correctly can be difficult, especially for what may be influencing channels and not the final purchase channel, which can be the case at times for organic search and SEO.So what’s the answer? How do you integrate SEO into the tracking mix and prove the organic search channel’s ROI? How you’ll track ROI may differ based on the tools and data you have acc…

Learn to measure Account-Based Marketing

If you’re in B2B marketing today, Account-Based Marketing (ABM) is likely sitting somewhere in your 2016 initiatives. It’s an exciting concept but one that requires a ton of research, planning and grunt work. It also might not be right for your business.This guide from BrightFunnel reviews the basics of ABM and provides a framework for how to thoroughly measure ABM in real, practical terms that you can use today.Vist Digital Marketing Depot to download this MarTech white paper.

via Marketing Land

Why call tracking helps improve PPC lead generation account performance

Many businesses receive significant lead volume from phone calls. The reason marketers want to generate phone leads is to capitalize on the immediacy of being able to activate the sales funnel.This article delves into why lead generation businesses need to have a call tracking solution in place, how data collected through call tracking technology can improve conversion funnel performance and why integrating call tracking into third-party systems can lift paid search performance.Why do lead generation businesses need call tracking?Lead generators run into a blind spot when trying to assess the value of their paid search campaigns. While it’s easy to track web-based conversions, phone leads generated through a single “catch-all” phone number can’t be tied back to a specific source or keyword.Optimizing accounts with incomplete information leads to poor outcomes such as pausing campaigns, reducing keyword bids or removing marketing sources that could be providing value through phone conv…

Facebook’s Marketplace gets the mobile home tab that was supposed to go to Live

Facebook had planned to add a Live tab to the bottom bar on its mobile app’s home screen. That picture above? That’s how Facebook’s mobile app was supposed to look.In April Facebook said it would replace the Messenger tab on its mobile app’s home screen with one for Live that would open up a section for people to browse broadcasts to watch. But today Facebook said it will replace the Messenger tab on its mobile app’s home screen with one for Marketplace that would open up a section for people to browse products for sale.What happened between April and now that Facebook decided to give such prime placement to a Craiglist-style online swap meet instead of a product that, in February 2016, had been made a “top priority” for Facebook CEO Mark Zuckerberg?Honestly, no idea. Maybe Facebook thinks its news feed algorithm can do a good enough job bringing people’s attention to Live broadcasts. Maybe not as many people are tuning into Live broadcasts while they’re live and instead of watching th…

What you didn’t know about recent Quality Score changes

Google is making a small change to how it reports AdWords Quality Score (QS) on October 10. While Ad Rank and the auction aren’t changing, advertisers using a tool or script to track QS may need to update their automations. I’ve updated Optmyzr’s (my company) free AdWords Script that calculates account-level QS to be compatible with the change in reporting, so grab a copy of that code at the end of my post.The announced change is not a big deal, but some of the other recent AdWords changes, like Expanded Text Ads (ETAs) and device-level bid modifiers, also have an impact on QS that I haven’t seen many discussions about. So I’ll share my thoughts on what these other changes mean for QS.[Read the full article on Search Engine Land.]

via Marketing Land

Facebook’s Craigslist-style Marketplace isn’t open to brands, Page owners

Last year Facebook rolled out Shops, which appears to be the social network’s bid to take on Amazon, and now it’s taking aim at the other end of the e-commerce spectrum: Craigslist.On Monday Facebook debuted Marketplace, a section in its mobile app for people to put items up for sale that other people can buy.Marketplace very much like Craigslist, i.e. very bare bones. Facebook is only providing a place for buyers and sellers to meet; the company will not be involved in payment processing or shipping, according to a Facebook spokesperson. And like Craigslist, Facebook’s Marketplace is local-oriented. Initially Facebook will show people nearby items for sale based on their location, though people will also be able to check out items in other locations or browse by category or price. If you find something you want, you have to send the seller a private message through Facebook to figure out how to exchange goods for money (or maybe barter).And Marketplace is not really a place for brand…

The martech lowdown: 2016 trends in review and a look at our bright future

Reviewing advances and setbacks in the marketing technology and ad tech industries in any given year is like watching a NASCAR race: There are drivers who push the limits and either succeed or fail and others who can’t quite get out of the starting gate.But some things remain constant each year: Technology gets smarter, and marketers, digital enthusiasts and consumers get more knowledgeable about using digital tech, allowing new trends to emerge.This year was no different. We saw advancements in cross-channel marketing and attribution and shifts in consumer behavior as marketers tapped more sophisticated strategies to reach prospects and their customers. Here’s the lowdown on where we’ve been in 2016 and where we’ll find ourselves in the next year.Cross-device took charge in 2016Although it was not newly introduced this past year, 2016 was a big year for cross-device. The ability to reach someone on any device has become the new normal.Mobile will increasingly look like desktop as eve…

Demandbase adds AI-powered DemandGraph to generate lists of targeted accounts

Demandbase makes its living by identifying if a visitor to a client’s website is from a targeted account and, if so, showing them specific content. And it delivers ads to users from targeted accounts, across the web and in walled environments, like Facebook.But which companies should be on the target list?Previously, that list of targeted accounts could be generated via lookalike modeling to find accounts similar to current customers. The list could also come from a client’s sales department, or it could be generated by outside vendors that specialize in predicting which companies are possible leads.Today, the San Francisco-based Demandbase is launching a business relationship engine so it can find potential account targets for its clients by using artificial intelligence to create profiles based on inferred needs, interests, and connections. The new offering, called DemandGraph, is built on technology from data science firm Spiderbook, which Demandbase acquired several months ago.The…

Tackling social media myths

As communications professionals, regardless of our discipline, we can probably all agree that our industry experiences near-constant change. Daily updates to communications and metrics tools, and changes in how and where consumers react to our communications, are now the norm.Just look at social media. Google can’t leave its algorithm alone; ad blockers are everywhere (with Facebook now blocking them); Twitter has new, “simpler” rules; Instagram is chasing Snapchat; messaging apps and chatbots are on the rise. And the list goes on.While all this change can be scary (fear of the unknown), it also gives rise to myths we hold onto for comfort (the known, although not always correct). This is especially true around social media (changing at lightning speed).Clients still ask me about things they have read or heard. However easy these myths may be to debunk, they are still very hot topics. So let’s take a look at some of those myths about social and slay a few dragons along the way.What ha…

MarTech Today: Gmail’s support for responsive design, PullString’s intelligent conversation platform & more

Here’s our recap of what happened in marketing technology, as reported on Marketing Land and other places across the web.From Marketing Land:Gmail finally supports responsive design: answers to 4 burning questions
Sep 30, 2016 by Chad White
Google has started rolling out support for responsive email design in its various Gmail clients. Columnist Chad White explains what email marketers should and shouldn’t do in light of this dramatic change.Updating your SEM toolbox with new, shiny tools –- SMX East 2016
Sep 30, 2016 by Pauline Jakober
Ask any PPC professional the secret of their success, and they’ll often point to tools that help them do their jobs better. Columnist Pauline Jakober recaps a session at SMX East where the best of these tools were discussed.
What’s new and cool at Google from SMX East 2016
Sep 30, 2016 by Mark Traphagen
At this year’s SMX East, Googlers Jerry Dischler and Babak Pahlavan shared recent updates and what’s coming to AdWords and Google Analytics. Columnist M…

A CMO’s View: How the The Palace’s email marketing brings Detroit Pistons fans home

As the CMO for Palace Sports and Entertainment, Charlie Metzger is charged with bringing a packed house to The Palace of Auburn Hills, home to the NBA’s Detroit Pistons and a regular venue for top performers like Adele, Kanye West and SIA. In his role, Metzger drives a wide range of marketing initiatives.“I oversee our club’s marketing, our production and programming, our public relations, community relations, what we call ‘brand works’ which is our digital, social, web and email, and retail as well,” says Metzger.“It’s a fantastic job.”According to the CMO, his big picture remains focused on bringing people together in the world – a vision he keeps front and center for his team.“Whether it be at a concert here at The Palace like Adele last night, or a Piston’s game, we have a responsibility to our customers to provide a fantastic fan experience, and make sure that we know their time being spent with us is one that’s going to be very memorable,” says the CMO.Today, Metzger shares how …

15 writing tips to rank higher on social and search results

Online writing has its own style and it’s even more challenging when you consider its impact on SEO. Here are 15 tips to keep in mind when writing for the web.There’s no need to think of Google every time you’re writing a new post, but it’s still useful to understand what makes a piece of content effective, both in social and search results.Here are some quick tips to consider when writing your next post. Feel free to copy-paste them, write them down, bookmark the page, or memorise them.1. TitleA title has to be descriptive, but also concise. Google only displays the first 55-60 characters of a title tag, which means that an ideal length is approximately 55 characters, to make sure you don’t see your title cut off on SERPs.Think of your title as a preview to your content. As this will be the first impression of it, you need to maximise the chances of a click to the site, and a powerful title can certainly be very effective.There’s no need to rely on clickbait titles to increase your t…

The three Vs of contact data: verify and validate for value

A new report from Informatica is highlighting the importance of clean contact data for marketers who want to ensure they are communicating effectively and providing the best possible experiences for their customers.The report – Contact Data Verification Strategies for Marketing and Sales [viewable here as PDF] – gives a good insight into the thoughts of US marketers leading the way with data-related strategy.For me, what really struck out from the research was how marketers rightfully want the best possible value from the contact data they collect and keep. But it is how they verify and how often they validate that data which ensures it is the best it can be.So here we have: The 3 Vs of Contact Data…1. VerifyInformatica’s findings are pretty clear cut when it comes to the negative effects of bad contact data.Respondents cite wrong phone numbers and emails not hitting the inbox as two key problems arising when user details are wrong or out of date. This, of course, can be a massive was…

Guide to Google ranking signals – Part 5: duplicate content and syndication

Last week we published the third instalment of our complete guide to Google ranking signals.It concentrated on ‘content freshness’ and the practical ways you can ensure your webpages are recognised by Google as being relevant and up-to-date.This week we continue diving into on-page content factors, with duplicate content and syndication.What is duplicate content?Duplicate content refers to a webpage’s content that appears in more than one place on the internet.Let’s say you write an article on all the animals discovered and named after Frank Zappa. Then someone else copies and pastes your exact text into a new webpage on their own website. Then you’re both going to have duplicate content issues. As well as a big ‘falling out’ over multiple emails.Duplicate content isn’t necessarily a bad or wrong thing, apart from in the above example where it’s just straight up theft.Google won’t penalise duplicate content. Instead it will decide which version of the duplicate post should appear in s…

Lenovo India Unveils its Latest Range of Intel 7th Generation Powered Laptops

Lenovo has updated its range of laptops with new series of Windows devices. The Laptops have been released in conjunction with the upcoming festive season in India and have also been bundled with offers. The new range of laptops includes Ideapad 710s, S10s, Ideapad Y700, Ideapad 310, 510, Miix 310 and the Yoga 510.Ideapad 310 and 510Both the devices have been unveiled with a focus on multimedia capabilities and as a result, come studded with audio feature including Dolby Audio Premium. The Ideapad 310 is driven by the latest 7th Den Intel CPU tagged along with NVidia graphics. The Ideapad 310 will be offered in Black, Red and Purple colors.The Ideapad 510 goes a step further when it comes to the audio front and offers a Harman Kardon audio setup. Similar to the Lenovo 310 the 510 is also powered by the range of 7th Gen Intel processors with 4GB of Nvidia graphics. Also, the Ideapad 510 comes equipped with an FHD 15-inch display and an option to choose up to 8GB of DDR4 RAM. The Ideapa…

Asus ZenFone 3 Review: Greater than the Sum of its Parts

We have heard our shares of expressions of disappointment at product launches but not too many have matched the collective groan that accompanied the unveiling of the price of the Asus ZenFone 3. For, the ZenFone 3 has for many occupied a slot similar to that of the Moto G – a high-performance device that does not cost the earth. Yes, the ZenFone 2 had been priced higher than its predecessor but then it had the distinction of being the first smartphone to pack in 4 GB RAM, and at Rs 19,999, had still been well below the psychological barrier of Rs 20,000, which for many people divides the high end from the mid-segment. The ZenFone 3, however, was announced at Rs 21,999 (for the less expensive 5.2-inch display variant with 3 GB RAM and 32 GB storage – the 5.5-inch display one with 4 GB RAM and 64 GB storage was tagged at Rs 27,999), and on paper at least did not seem to have too much to show for the increased price tag. Some media persons even pointed out that its predecessor had offer…

Facebook Introduces Messenger Lite for Slower Connections and Underpowered Smartphones

In a bid to push its services in emerging markets, Facebook has today introduced Messenger Lite for users with slow connections and underpowered smartphones. As it sounds like, Messenger Lite is an extension of the Facebook Lite app which was launched months ago to achieve a similar purpose. However, it is a bit intriguing that the social giant is forcing people with basic smartphones to use two apps instead of just one.Messenger Lite retains essential features of the primary app including sending text messages, photos, stickers, and links. Furthermore, the app sizes merely under 10 MB instead of a hefty 43 MB. The interface has been kept identical, however, the icon’s colors are inverted (the bolt is now blue with a white chat bubble background). Messenger Lite also drops advanced features such as bot integration, video chatting, and chat heads in favor of better performance.Facebook Messenger currently serves more than a Billion people around the world every month and with a lighter…

Resolving Entrepreneur’s Dilemma—Native or Cross-Platform Mobile Apps

Native or the web is the hot topic of argument between confounded decisions makers and developers. Considering the pros and cons of evolving technologies and analyzing its substantial effect over business performance spawns countless arguments. With the entry of cross-platform app development, a new player has entered this longstanding debate.Native or Cross-Cross Platform App Development…It’s your TakeCross platform mobile app development allows you to use a single code base whilst target multiple platforms; instead of writing native codes for each platform separately. After opting for cross-platform mobile development, you as an Entrepreneur are entitled to a reward or a prime benefit—“build once and get the app deployed on multiple platforms”. Nevertheless, cross-platform apps come with a few drawbacks, they do not adopt high graphics with additional fluidity and they consume a substantial amount of memory.Startups are using cross-platform mobile app development as a tool to penetr…