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Showing posts from March 14, 2017
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Seasonal SEO: Identifying your merriest times of the year

Often when we think about the holidays, we envision panicked crowds on Black Friday, Cyber Monday desk shoppers and last-minute gifters filling their cart on Christmas Eve. We think about the winter holiday season. That’s no surprise, since last year, the winter holidays accounted for over $658 billion in sales, according to NRF. They’re an important time for retailers; but they’re not the only time that search behavior and sales spike.Other holidays like Mother’s Day, Halloween and the Back-to-School “holiday” all compel shoppers to search for different needs, whether it’s costumes, table settings, flowers or dorm room supplies. And what about the seasons? As soon as we see the first buds of spring, we’re buying brightly colored clothes and finding any excuse to spend time outside. In additional to literal seasons, there are times of the year when certain activities become more frequent, like hiking season or wedding season. Fashion trends can also suddenly and dramatically affect sp…

Assessing the maturity of your organization’s messaging program

In the digital marketing world, the concept of messaging largely revolves around email, SMS and push.And no matter how far we’ve come in our messaging proficiency, there’s always room for improvement as markets and capabilities continue to evolve.To remain at the forefront of this evolution, it’s important for you to understand and address your organization’s strengths and weaknesses. You must step back and assess your organization’s maturity in the art of messaging. Herein, I have laid out a set of key dimensions to consider in gauging the state of your messaging strategy.The core components of a messaging program include: data capture, measurement, automation and connectivity. There are other important components that matter, such as content, landing page optimization, deliverability (in email) and so on, but they are generally well understood.These questions of self-reflection aren’t a comprehensive list, but instead, they are meant to be provocative and make you think.[Read the fu…

Manufacturing FAQs: The workhorse of content and search marketing

Today, you can find FAQs on all types of websites, from local “Main Street” shops to global multinational corporations and everything in between. FAQ pages help people find answers to questions — and in doing so, can help improve customer service and the user experience.They can also reduce the number of times a customer support person has to answer the same question over and over, freeing them up to deal with more complex questions or issues (or better yet, sales).For small manufacturers, a general FAQ page can provide answers to standard questions such as:how to place an order, or if a minimum order exists.what credit terms are.how to schedule a tour of the facility.how shipping works (e.g., “Do you ship worldwide?”)what your industry certifications are (e.g., ISO.)how you handle custom orders or applications.But FAQs can cover much, much more than standard business questions; they can also provide information related to products, services and processes.For example, doing a search f…

Marketers: Track emotions, not just numbers

What’s more important to marketers: Knowing what their audience is talking about or knowing what their audience thinks about what they’re talking about? The short answer is both. The useful answer is a little more complicated.When brands analyze social media data, the first step is often to look at the volume of conversation about a topic. Volume is a great way to get started; it’s often the best way to notice and track new or changing conversations relevant to your brand.Expanding your analysis, though, can lead to insights that are a lot more fruitful. People don’t make buying choices based on how many of their friends mention a brand; they make them based on what their friends say when they mention those brands.When marketers make choices about their branding strategy, they need to understand the key motivators behind consumers’ buying decisions. This means looking at the underlying emotions and sentiments people express when they talk about brands, products or trends.Looking at wh…

Study: Ads in editorial stream beat search, social for visibility and recall

Mobile brand agency Kargo has published a study that argues “premium editorial” digital environments are more effective for brand ads than search or social media. The findings are based on a comparative study of ad visibility and recall.One hundred smartphone owners were exposed to “premium editorial, social and search content in a live in-market test.” Participants were given “10 minutes within each environment to experience the content as they normally would in a use session.” Eye tracking and post-exposure surveys were used to measure reactions and later ad recall. The research was conducted in partnership with Nielsen.A single unidentified publisher’s website was used as the editorial test site. Participants were exposed to their own social feeds, and a set of “cued search categories” was used to measure the efficacy of ad exposures in search results. It’s not clear if the ads tested across channels were similar or the same.The study posed three main questions:How visible are ads …

The rise of bad content marketing advice

For over a decade now, I’ve had a Google News alert for the term “content marketing.” I set it up around the time I delivered my first keynote on the topic and started to write my first book on the subject.For years, it was a lonely little feed, updated mostly when a small handful of early content marketing-obsessed colleagues (Ann Handley, Lee Odden, Ardath Albee, Kristina Halvorson, Joe Pulizzi and Robert Rose come to mind) blogged or posted on the topic. The feed was informative, illuminating, thought-provoking and just downright useful for my research and advisory work on the topic.No more.Now I’m seriously considering deleting the feed, which has become a sterling example of spoiling-the-commons junk advice on content marketing from self-anointed experts, gurus, divas, mavens, swamis and supreme potentates.My feed is now filled with link-bait. Nearly every headline contains a number or promises a list, because common wisdom dictates that particular tactic encourages click-through…

7 quick ways to use content marketing to boost search ranking

Content marketing can be very effective in increasing traffic, generating leads, enabling sales – and contributing to SEO. So how can businesses use it to improve their search rankings?When done well, content marketing can contribute to boosting a site’s position in search rankings.Although this may not seem like the most obvious benefit to a successful content marketing strategy, it’s an effect that no business can ignore.Here’s how to take advantage of your site’s content to rank higher in the SERPs.1. Create fresh contentA site can never have enough content. There is always an opportunity to create new pieces of content, and the newness – or ‘freshness’ – of content is also one of Google’s ranking signals.Content freshness as a ranking factor is not just judged by the publication date of the page, but can also include:updates to the contentnew pagesan increasing number of links towards a pagean increased level of traffic reaching the pageThese criteria show that older posts can sti…

Report: Facebook’s display ad domination to grow as US digital ad spend hits $83B in 2017

The US digital ad market will grow 15.9 percent in 2017 to top $83 billion, with growth dominated by Google and Facebook, eMarketer reported on Tuesday. Facebook’s US growth will exceed 32 percent in 2017, higher than eMarketer previously predicted.Google is expected to see ad revenues increase 14.8 percent in the US this year, largely due to its overwhelming position in search and growing dominance in mobile search. Google’s search ad revenue share will increase by 16.1 percent to account for 77.8 percent of the US search market this year, up from 75.8 percent market share.Display to remain Facebook’s domainFacebook will take US ad share from Google, Twitter and Yahoo in 2017, eMarketer predicts. Facebook’s US display revenues are expected to increase by 32.1 percent in 2017 to capture 39.1 percent of the US display market, up from 35.4 percent in 2016. That share is expected to continue growing to 43.7 percent by 2019.The social network’s ability to keep more users sucked in for mor…

SMX West is just days away. Reserve your seat now!

We’re one week away from the 10th edition of SMX West – the premier search marketing conference on the West Coast! Don’t miss your chance March 21-23 in San Jose to get actionable SEO and SEM tactics that will drive your campaign’s success. It’s not too late to secure the best pre-conference rates!Become a better search marketing professional. Attend SMX West for:Tactics you can use immediately: 60+ sessions covering proven tactics in search advertising, SEO, mobile, social, analytics, and more. Check out the agenda.Career-defining networking: Connect with new and old friends to share what’s working and what’s changing in the world of search marketing. You’ll get facetime with experts at multiple events including: SMX Meet and Greet, “Obsessed with…” lunch tables, Expo Hall Reception, Janes of Digital, Google Dance Networking, and more. Get all the details here.Proven insights from the pros: Learn practical tips and best practices from experts who are in the trenches, tackling the dai…

Marketing Day: SEM account management, cutting-edge martech & 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:Optimizing for Mobile Search: A checklist to improve local SEO
Mar 13, 2017 by Digital Marketing Depot
Mobile devices now account for nearly 60 percent of all searches. Are your local sites and landing pages in the best position to show up in the SERPs and engage mobile consumers? Join us for an in-depth look at how to optimize your location-based marketing strategy for the mobile consumer.SEM account management: Part 1 — How to avoid getting fired
Mar 13, 2017 by Ted Ives
In the first of his three-part series on how to be a great SEM account manager, contributor Ted Ives discusses some basic mistakes newbies make that could cost them their jobs.Why you shouldn’t have to hate your ESP
Mar 13, 2017 by Chip Scully
Nine out of 10 marketing professionals say that email is important to their business — so why do so many settle for an email service …

Optimizing for Mobile Search: A checklist to improve local SEO

Mobile devices now account for nearly 60 percent of all searches. Are your local sites and landing pages in the best position to show up in the SERPs and engage mobile consumers?Join us for an in-depth look at how to optimize your location-based marketing strategy for the mobile consumer. We’ll provide a checklist of the many elements that go into an effective local approach, as well as practical advice for improving SEO for local pages. You’ll learn:syndication strategies to improve voice search share.why it’s important to integrate user-generated content with local listings.how to customize store locators and landing pages for mobile users.Register today for “Optimizing for Mobile Search: A checklist to improve local SEO,” produced by Digital Marketing Depot and sponsored by Brandify.

via Marketing Land