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Showing posts from February 18, 2017

7 On-Page SEO Checks That You Need To Conduct On A Periodic Basis

When it comes to SEO, we know that link building is an ongoing process, but more often than not, we tend to neglect the on-page SEO aspects.Site updates, theme updates/changes, plugin updates, adding a new plugin/functionality, and other changes like updating a file using FTP can cause some accidental errors that could lead to on-page SEO issues. Unless you proactively look for these errors, they will go unnoticed and will negatively influence your organic rankings.For instance, I recently realized that I had been blocking out images in one of my blogs for almost 6 months because of an old and neglected Robots.txt file. Imagine the impact such a mistake could have on your rankings!On-Page SEO CheckupKeeping the importance of SEO in mind, here are 7 important checks that you need to conduct on a periodic basis to ensure that your on-page SEO is on point.Note: Even though these checks are for people running a WordPress blog, they can be used for any blogger on any platform.1. Check your…

Reports: digital, especially mobile, driving trillions in offline retail spending

The $354 billion in 2016 e-commerce sales is small potatoes compared with offline retail spending: over $4.5 trillion according to US government figures. But what’s also larger than e-commerce is offline spending influenced by the internet — between $1 and $2+ trillion, depending on the estimate.According to a new Forrester research report, $1.26 trillion of local retail sales were affected in some way by digital media in 2016. The firm also projects that by 2021 mobile devices alone will influence $1.4 trillion in local sales.Forrester: Digital influence on offline retail sales
Forrester’s total retail figure is lower than the US government figures. The firm also probably under-counts the influence of digital on in-store sales today.An earlier, competing forecast from Deloitte asserts that digital now influences roughly 56 percent of offline retail sales. The consultancy estimates that $2.1 trillion of traditional retail sales in 2016 were influenced by digital, with $1.4 trillion of …

Grow customer loyalty and usability with in-app real-time personalization

Content optimization, real-time personalization, and responsive iterations are some of the tactics that can help you grow your revenue and increase customer loyalty.This white paper from Insert will show you several examples of personalization tactics applied to apps that can help you fight churn, increase user satisfaction, and meet your business KPIs.Visit Digital Marketing Depot to download “The Ultimate App Personalization Playbook.”

via Marketing Land

Marketing Day: YouTube ad announcement, Barnes & Noble College CMO interview & more

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.From Marketing Land:YouTube’s unskippable 30-second video ads will sunset next year
Feb 17, 2017 by Ginny Marvin
Shorter ads will be the focus as the traditional 30-second spot is pushed out. Broken link building made easy
Feb 17, 2017 by Patrick Stox
Broken link building is a great tactic, but prospecting for broken links in your niche can be time-consuming and inefficient. Luckily, columnist Patrick Stox has a handy method for identifying relevant broken linking opportunities. No more free ride: Wall Street Journal pulls content out of Google’s “First Click Free” program
Feb 17, 2017 by Danny Sullivan
WSJ move might cause other publishers to remove content from Google’s program, if it turns out ‘Subscription’ label doesn’t hurt conversions. Can we machine-learn Google’s machine-learning algorithm?
Feb 17, 2017 by Jayson DeMers
As Google becomes increasingly sop…

YouTube’s unskippable 30-second video ads will sunset next year

Twin Design / YouTube has announced that it will no longer support 30-second video ads that users can’t skip, starting next year.“We’re committed to providing a better ads experience for users online. As part of that, we’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers,” a YouTube spokesperson said in a statement.The change, first reported by Campaign, will not affect shorter ads such as 20-second videos. Advertisers will continue to be able to set those units as unskippable on the platform. The short-form 6-second bumper ads, introduced last year, will continue to be a focus.The 30-second ads were designed to court traditional TV ad budgets. While advertisers might not like the shift, the argument that television commercials can translate directly to digital appears to be a losing one. Facebook, Instagram and Snapchat have been able to get brands on board with shorter video fo…

Broken link building made easy

I see questions on forums every day from people asking how they can build links to their website. There are many ways to build links, but there’s one tactic in particular that I believe deserves a modern update: broken link building. Rather than declaring something dead or saying it doesn’t work, SEOs should be working on improving methods to be as efficient as possible.What is broken link building?Broken link building is a tactic that involves finding resources in your niche that are no longer live, recreating a version of the content and reaching out to webmasters who link to that content asking them to replace the broken link with a link to your newly created resource. You’re providing value to the webmaster, helping them clean up their website and the web in general, while also building links to your website.Broken link building isn’t a new tactic, but with the explosive growth of the web in recent years and new website technologies and redesigns, the number of broken links is inc…

No more free ride: Wall Street Journal pulls content out of Google’s “First Click Free” program

The Wall Street Journal has confirmed to Search Engine Land that it has removed its content from Google’s First Click Free program, a system that allows Google searchers to access a limited amount of news content without a paywall barrier.Dow Jones — which publishes The Wall Street Journal — sent us this statement:We are constantly experimenting with different ways to enhance the digital experience for members. As a continuation of this, the Journal has broadened its test by removing content available through Google’s First Click Free. The test began last month when the Journal removed four sections, resulting in subscription growth driven directly from content.Originally, the Business, Markets, Politics and Opinion sections were removed, Dow Jones said. But on Monday, all sections were pulled, it told us. It also said that it did the required change in Google News Publisher Center to flag these sections as subscription-only.See the full story on our Search Engine Land site.

via Marke…

Can we machine-learn Google’s machine-learning algorithm?

Google’s rollout of artificial intelligence has many in the search engine optimization (SEO) industry dumbfounded. Optimization tactics that have worked for years are quickly becoming obsolete or changing.Why is that? And is it possible to find a predictable optimization equation like in the old days? Here’s the inside scoop.The old days of GoogleGoogle’s pre-machine-learning search engine operated monolithically. That is to say, when changes came, they came wholesale. Large and abrupt movements, sometimes tectonic, were commonplace in the past.What applied to one industry/search engine result applied to all results. This was not to say that every web page was affected by every algorithmic change. Each algorithm affected a specific type of web page. Moz’s algorithm change history page details the long history of Google’s algorithm updates and what types of sites and pages were impacted.The SEO industry began with people deciphering these algorithm updates and determining which web pag…