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Showing posts from October 21, 2016
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13 uses for keyword research to help you win in the search engines

Ever since Google rolled out Hummingbird in 2013, there has been some question about the value of keyword research. Moving from a keyword-focused process to a topic-focused process has led some to devalue the long, arduous process of keyword research. Many wonder if it’s even worth the time.After all, if Google no longer looks at keywords (Hummingbird), and people no longer search with keywords (voice search), we don’t need to research keywords, right?Wrong!As with most predictions of the death of anything related to web marketing — how’s that fork in guest blogging going? — more often than not, they turn out to be false. And in the case of keyword research, it turns out that it’s just as important today as it was in 2012. Maybe more so.No, I don’t have a keyword research tool to sell you. But I do want to make sure that you don’t take a pass on keyword research because you think it’s no longer relevant to today’s SEO.I could give you a dozen reasons why keyword research is still impo…

ProPublica slams Google for opt-in targeting changes that happened in June

He said. She said. ProPublica is taking Google to task for privacy policy changes that combine web browsing data and user profiles for greater ads personalization. The changes were originally introduced in June, at which time we reported on them.My article then focused on the opt-in dimension of ads personalization:In parallel with My Activity, Google is introducing “Ads Personalization.” This is an evolution of the older “Ads Preferences Manager” and newer “ad settings” manager, which allows people to influence the types of ads they see by indicating areas of interest or disinterest or by entirely opting out.The new Ads Personalization functionality is turned off by default and must be activated by consumers. Google will expose users to the new personalization option and invite them to turn it on. The company promises better and more relevant ads from opting-in. Google hopes Ads Personalization will not only improve the ad experience but give users a better sense of control over the …

Facebook now re-ranks News Feed stories in real time on the client side

Facebook’s efforts to make News Feed more accessible to all users regardless of the speed or reliability of their internet connections has led to a change in how stories are ranked. For brands, publishers and marketers using Facebook, it means that speed is more important than ever.To understand the change, it helps to first know how News Feed stories used to be ranked. In the past, when a user visited Facebook, the ranking for all possible News Feed stories was calculated on Facebook’s servers and sent to the user in the exact order that Facebook’s algorithm decided was best. The problem was that it didn’t take into account the speed or strength of a user’s internet connection. Last December, Facebook announced that it was changing News Feed to accomodate users with slower connections — but the ranking of stories was still happening on Facebook’s servers.Not anymore.Facebook engineers Alexandru Petrescu and Sami Tas explained this week that they’re now able to rank stories on the cli…

Digital demand and supply: the psychology of self-development for digital careers

The digital talent war continues as demand for data-driven marketing professionals soars to new heights. Wired announced the war for digital talent began back in 2014, when statistics revealed over 90 percent of companies in the UK — even those that worked in IT — lacked digital skills to keep up with the times.A report from BCG Perspectives revealed marketers are well aware that digital channels are essential for consumer engagement; global spending on digital advertising is expected to reach $178 billion in 2016. And as more consumers get comfortable using their smartphones and tablets to manage online activities — a significant shift from desktop usage in recent years — there is a strong focus on mobile advertising and mobile engagement.As a result, digital marketing professionals, conversion scientists, marketing analysts and creative teams are emerging with a new skill set and wider knowledge base. The most successful in this industry need to be up to speed on the latest trends, …

Google has been Quietly Sharing Personal User Data with its Advertising Network [Report]

Ever since the rise of more personal devices, the online advertising market has been gradually shifting to more dynamic content for driving revenues. Various networks and social conglomerates have invaded user privacy in some or the other way for fabricating more indulging advertisements. However, the biggest search engine, Google has always maintained a firm wall between its primary ad network, DoubleClick and the data it collects from the services such as Gmail. But not anymore.According to a new report from ProPublica, Google seems to have to finally buckle under and has quietly updated its terms and conditions which now states that the browsing habits extracted from DoubleClick’s massive database “may be” combined with what the company learns from the use Gmail and other tools. The alteration completely contradicts with what Sergey Brin told back in 2007 when Google acquired DoubleClick. He said that the company’s “number one priority when we contemplate new kinds of advertising p…

Personalized Local Content: Frightful or Insightful?

Searchers now use a wide range of devices to shop for nearby products and services, yet it’s a challenge for brands to find consumers online in the “near me” moments that matter.Join our panel of experts as they provide best practices and insights into how brands can connect with local consumers through more personalized, meaningful website content.Register now for “Personalized Local Content: Frightful or Insightful?,” produced by Digital Marketing Depot and sponsored by Rio SEO.

via Marketing Land

Facebook set to launch international ad campaign for Facebook Live

Remember that thing earlier this year when a Facebook executive predicted that the News Feed will be “probably all video” in five years? That’s still a long way from happening, but the company most certainly wants its users posting more video — particularly using Facebook Live.To that end, Facebook is launching an ad campaign this weekend in both the US and UK to promote Facebook Live. It’s a two-phase effort beginning with ads focusing on increasing awareness of the Live video platform, followed by a second phase focused on showing users how to use Facebook Live. Phase one kicks off this Sunday night (October 23) in the UK and Monday (October 24) in the US, and will run for about two weeks. The tutorial phase begins on November 7.There’ll be digital ads running on Facebook and around the web, TV spots, as well as out-of-home ads in airports, on buses and billboards and elsewhere. Facebook CMO Gary Briggs says all of the content being used for the entire campaign was shot on a phone w…

10 reasons why SEO is just like fitness

SEO industry workers and professional fitness trainers alike can relate to the awkward moment when a client asks for guaranteed results — only to find out that there are absolutely none. That’s disappointing, but unfortunately, it’s true.Neither discipline is free of snake oil salesmen, some of whom nurture unrealistic (or even impossible) promises. In the process, they do a disservice to themselves, their clients and the industry’s reputation.Search engine optimization and the recreational sports industry have, at first glance, seemingly little in common. On a second, closer look, however, both industries almost mirror each other when it comes to honest expectation management.[Read the full article on Search Engine Land.]

via Marketing Land

A CMO’s View: How WP Engine’s content marketing works across the customer journey

In March of this year, Mary Ellen Dugan joined WP Engine as CMO for the WordPress-focused website hosting platform.In her role, Dugan oversees the brand’s global marketing, including brand and product marketing, demand generation, and corporate communications. She says her vision for the company is to determine how to tell a better story through all communications.“The opportunity for me, coming in and thinking about the marketing strategy, is how do we tell the story of a unique company that is partnering with 50,000 companies out there – brands, agencies, corporations across the globe – in helping them win online,” says Dugan.Dugan says joining WP Engine afforded her the good fortune of being part of a company that is at the intersection of technology and service.Today, Dugan was generous to talk to Marketing Land about her brand’s content marketing strategy, from where she sees it fitting to WP Engine’s overall marketing goals to how she believes content marketing will evolve in t…

Jide’s Remix IO is a Android-Powered 4K TV+PC Hub+Gaming Console for $99

Jide, the startup behind the Android-powered desktop operating system, Remix OS has launched a new hardware product on Kickstarter, Remix IO. The cuboid-shaped black box is essentially a hub which can connect to any display and runs Remix OS, which is based on Android Nougat, in all its glory. The device is capable of streaming 4K at 60fps and HDR content over HDMI and costs merely $99.Remix IO, is being pitched as a 4K TV set-top box, gaming console, and PC in one. The primary highlight is the Remix OS itself which allows you to run any Android app or game in standalone windows and multitask between them. Additionally, it also supports Android TV and Jide has included a dedicated TV mode for making full use of huge displays. It basically launches any app in its Android TV interface like YouTube or Netflix. Remix IO can be also controlled using TV remotes as well as gaming controllers.There’s even a smartphone remote control app for iOS and Android, although, that is currently in deve…

WP Engine: Top WordPress plug-ins and themes generated more than a quarter of a billion dollars since 2010

The popular website content management system WordPress — which powers more than a quarter of all websites — has given birth to a thriving cottage industry of plug-ins and visual themes.But it’s a pretty big cottage. In a report recently released by WordPress hosting service provider WP Engine, plug-ins and themes have generated more than a quarter of a billion dollars since 2010. A bit over $267 million, in fact, breaking down to about $232 million for approximately 5500 themes and over $35 million for 3800 plug-ins.The Austin, Texas-based company also shared with us the top dozen WordPress plugins on its own platform — with the popular Yoast SEO (which we use) taking more than a third of installs.[Read the full article on MarTech Today.]

via Marketing Land

Are fake online reviews killing consumer confidence?

Ninety percent of shoppers say reviews impact their purchasing decisions. They are as good as gold — when they’re real. There’s just one catch. They’re well aware that retailers buy fake reviews, and they’re suspicious of them. And with good reason. Roughly 16 percent of restaurant reviews on Yelp are fake, according to a 2013 study. And up to 15 percent of all online reviews are fake.Sites like Amazon take reviewing one step further, with user-generated content (UCG). Amazon openly encourages consumer reviews and profits from them. As a result, many e-commerce retailers turn to purchased reviews to help them gain visibility and make sales on their sites.E-commerce is the main industry affected, but Samsung put itself in hot water in 2013 by paying for negative reviews of its competitor, HTC. Travel sites like TripAdvisor are also feeling the impact of fake reviews.Consumer confidence in reviews has taken a major hit, putting marketers who hoped to use this virtual version of word-of-…

What makes social videos so effective?

As video content in social media increases, how can brands use it more effectively?Video consumption is on the rise and while users enjoy it, brands face the challenge of creating more effective video ads to stand out in the overcrowded social feeds.How do you measure the effectiveness of a video in social media and what makes it appealing in just a few seconds?IPG Media Lab partnered with Twitter to examine how social video works and we are highlighting the most interesting points from the report.In-feed, auto play video for relevance and trustAuto play video ads that show up in a curated feed are considered more relevant, trustworthy and non-intrusive, comparing to skippable pre-roll ads.People seem to feel that relevant ads are less intrusive, which highlights the importance of targeting the right audience before delivering an ad to their feeds.The better the targeting, the less annoyed people will be.Social video boost brand favourabilityAs in-feed video ads gain users’ trust, the…

3 popular CRO tactics (that can backfire terribly)

Conversion rate optimization (CRO) is an easy enough idea to understand. You perform tests, measure activity, and then choose a winner based on the results.Unfortunately, many popular CRO tactics can actually hurt your business if not done correctly. In this post, I’m going to share three such tactics — and show you how they can backfire in your business.1. Scarcity actually means scarceLimiting the amount of a product or limiting the time to purchase is a classic conversion tactic — it compels people to buy something they might not have otherwise. In fact, scarcity is one of the core principles of persuasion. The scarcer something is, the more you want it.Amazon’s “Lightning Deals” are a perfect example:And here’s another example of Lily Pulitzer using a countdown timer to indicate when their summer sale prices end:Scarcity works wonderfully, but only if you don’t get greedy with it.Far too often, businesses create an artificial scarcity just to push up sales. True scarcity has a tim…

‘Creepy data’: how to avoid spooking your customers

Halloween is a scary time for me and not because I fear hundreds of kids banging on my door and hollering for candy. I’m terrified that they won’t come, and I’ll have to eat all of the leftovers myself.But, for marketers, there’s something even scarier than a stoop full of Elsas and Annas, Spidermen and Minions. It’s the dreaded “creepy data” problem.‘Creepy data:’ Data your customers don’t expect you to have on themBack in the 2008 presidential election, then-candidate Obama sent an email to campaign contributors and others who signed up for messages. The email said something like “Make sure you’re registered to vote.”“This would be cool,” I thought. I clicked through, gave the campaign access my Facebook and then watched as the message came up: “Congratulations! You’re registered to vote!”That is not creepy data.The notice also had a share-with-friends button. As a loyal American, I encourage everyone to vote, then as well as today. So, I clicked on the “share” button, expecting to …

Android Nougat Update now Rolling out for Moto G4 and G4 Plus in India

No, that wasn’t a typo in the heading. Lenovo has announced that they’re indeed, rolling out the Android 7.0 update for their budget handsets in India, Moto G4, and G4 Plus. This directly entitles them as the first Android phones to receive the Nougat update after Nexus users.The over-the-air update will bring a series of Moto-specific additions including a new Moto action through which you can swipe to shrink the screen and a setting for locking the screen by touching the fingerprint scanner up front. The latter is, of course, available only for the Moto G Plus as it comes with a fingerprint sensor.Along with these, you will obviously get the usual Nougat goodies Google has included such as multi-window support, quick app switch, better and redesigned notifications, under-the-hood Doze improvements, a dedicated JIT compiler which will make apps as well as update installations quicker, direct replies, and a whole lot more. Google has also vastly improved data encryption for better pri…

Five most important search marketing 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.This week we have brand new Google search data for the holidays, an update to Analytics 360, the introduction of a ‘mobile first’ search index and a lovely stock photo of a dog with a newspaper.Google announces Surveys as part of its Analytics 360 suiteAnnounced in its recent blog-post, Google will be adding a market research product to its enterprise version of Analytics.This means that marketers will be able to carry out market research in combination with performance and analytics data, all in one place.According to Google “market research has been slow to adapt” to the current and future shift in digital behaviour. Traditional research meant “hiring a research firm, waiting three months or more, and then getting data that’s siloed and may not be sharable.”However with Surveys 360, you will have instant access to a panel of 10 million online respondents and 1 mill…

Samsung Galaxy C9 Pro with 6 inch FHD Display and 6GB RAM Launched at $473

Samsung has now launched their latest offering for the Chinese market in the form of their Galaxy C9 Pro. Incidentally, this is the first device from the Korean electronics firm that comes with a 6GB RAM on the inside. The upper mid-range smartphone is now available for sale on JD.com in two colour options – Rose Gold and Gold at a price of 3199 Yuan (Rs 31,640/$473 approx.)The Samsung Galaxy C9 Pro comes with metal unibody design that’s made out of an aircraft grade aluminum alloy. The C9 Pro comes equipped with a 6 inch Full HD (1920x1080p) Super AMOLED display and a home button that comes embedded with Fingerprint Sensor. Powering, the Galaxy C9 Pro is a Qualcomm Snapdragon 653 octa-core processor that’s mated with Adreno 510 GPU. On the storage front, Samsung has included a 64GB eMMC internal memory in their phablet offering. That aside, there’s option for memory expansion via MicroSD card slot.Coming to cameras, the Samsung Galaxy C9 Pro comes with a 16MP f/1.9 rear camera that c…