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Showing posts from March 23, 2017

Are technical and content audits still relevant?

Technical and content audits have been the backbone of SEO for many years, and while they play a valuable role, their scope has expanded as search has evolved. Audits now cover much more than purely technical factors such as indexation, status codes and broken links. To stay relevant, audits have broadened to include aspects such as site navigation, content engagement, content gap analysis and conversion factors.For global and national brands, generic audits aren’t going to drive the change in performance that they are striving for, even if there are fundamental flaws with a website. Yes, these audits will certainly help — especially if, for example, there are indexation issues — but until we understand the consumer, their purchase journey and the barriers at each stage, we don’t know what we are trying to fix, or why.Site audits which focus on resolving the barriers consumers face will help determine where the biggest opportunities exist. We can then prioritize and shape our efforts …

Is Google’s ‘Beauty and the Beast’ ad the future of paid voice search?

Google sparked a small firestorm last week as reports surfaced that its intelligent assistant device Google Home had delivered what appeared to be an unsolicited advertisement to unsuspecting owners.The reports first emerged on Reddit and Twitter, where users who own Google Home devices posted that Google slipped in an ad for Disney’s new Beauty and the Beast movie.As one user explained on Reddit:This morning while I was getting ready for work, I did my usual “Okay Google, good morning”. After information about the time and weather, my google home said something along the lines of “By the way, Beauty and The Beast opens in theaters today. In this version, Belle is the inventor. Sounds more like it to me.”A mixed response from Home ownersNot surprisingly, many of the Google Home owners who heard the ad were not pleased. “Why in hell would I ever pay someone else to advertise to me, in the privacy of my own home no less?” one Twitter user asked.“Wow, Google. You were doing so much bette…

Google site search is on the way out. Now what?

GongTo / Spring has sprung, and Google has started off the season with some spring cleaning of its service lineup. They’ve recently announced that Google Site Search is on the way out. Come April 1, 2017, Google will discontinue sales and new renewals of the service, and a year later, April 1, 2018, the service will be completely shut down.So, what’s the big deal? Search is search, right? The short answer: no. The longer answer is a little more complex, but still easy enough to understand from an end user’s point of view. While not everyone utilizes website search features, those who do are looking for something specific and expect to find answers quickly and easily. If people are on your website and using the search feature, they are obviously interested in what you have to say or in what you’re selling, so catering to them is important. If your search function is weak, users may leave your site, meaning you’re losing a fan, a lead and a customer — and in 2017, that i…

Content Attribution: Identifying content that converts

Content may be a critical part of your marketing toolkit, but do you know how it performs against your business goalsJoin our digital marketing and data science experts from Cardinal Path and Intel as they demonstrate how to use content attribution – both practically and strategically – as a lever to directly impact revenue growth.Attend this webinar and learn:setting baseline content KPIs and aligning to audience.identifying the value of your content to better inform your team.understanding what a successful content path looks like.discovering the value of always-on content vs. campaign content.Register today for Content Attribution: Identifying content that converts” produced by Digital Marketing Depot and sponsored by Cardinal Path.

via Marketing Land

3 steps to overcoming site issues that impact performance

Over the past two decades, as the online world has experienced exponential growth, websites have become increasingly complex. Web pages have evolved from simple HTML pages with a few graphics to responsive, personalized pages that focus on the user experience. In tandem with the growing sophistication of websites, customers’ quality standards have also matured.For example, customers have come to expect that websites load quickly, regardless of the device they are using. In 2009, a mere 5 percent of people expected load times of one second or less on e-commerce sites. Six years later, in 2015, a survey found that this number had increased to nearly a third of all customers, with 30 percent expecting pages to load in one second or less.As web pages have evolved, however, the potential for problems has increased. Even seemingly small issues can drastically impact site performance, hindering visitors’ ability to find the content and information they want. Such site issues can quickly dama…

Biometrics and neuroscience: The future of digital analytics?

Advertising has always been about emotions. Emotions lead to actions and, as such, influencing emotions is the most effective route to influencing actions.Actions, in turn, become habits, and these habits are the driving force that creates global brands. Marketers have never hesitated to exploit this relationship – in fact you could even argue that it’s the job of a marketer to do so.But we aren’t capable of influencing everything that drives human behavior. In his classic 1895 work on human psychology, The Crowd: A Study of the Popular Mind, Gustave Le Bon wrote:“The greater part of our daily actions are the result of hidden motives which escape our observation.”This holds true today, and it unsettles us as digital marketers. The utopian message that underpins our industry is that everything is measurable, with Google AdWords the gold standard bearer in this regard.Le Bon’s statement is a truism that haunts Facebook, which offers a new form of engagement between consumers and brands,…

Facebook’s shoppable ‘Collection’ ad is its latest iAd-like format

Twin Design / Traditionally, clicking on a brand’s ad on Facebook would open a dedicated microsite or product catalog hosted outside of Facebook. But Facebook continues to roll out mobile ad formats that bring those off-Facebook experiences inside the social network.On Thursday, Facebook unveiled a showy new shopping ad format called Collection, the latest addition to the line of immersive, mobile-only ad formats that it introduced with the iAd-like Canvas in September 2015. If Canvas was aimed at brands looking to attract attention, Collection is intended for marketers as concerned with driving awareness as sales.Collection links eye-catching elements like video to cash-catching ones like a product catalog that, in turn, links to the point of sale on the advertiser’s site or mobile app.“Collection is, at its core, a new ad experience that we’ve built specifically for news feed, to drive product discovery and sales through an engaging format in a fast-loading shopping …

People are starting to see Facebook’s disputed content alerts

In December, Facebook announced a process to combat the spread of dubious or fake news items on the site. That process involves letting users flag potentially inaccurate stories, which are then fact-checked by third-party organizations in Poynter’s International Fact Checking Network.The debunked content is then marked as disputed, with a corresponding link to an explanation. The disputed story is demoted in the News Feed and cannot be promoted.The Guardian found some of these disputed news alerts associated with a widely circulated but false story about “forgotten” Irish slaves in the US. The story had been circulating in the run up to St. Patrick’s Day.The above is a screen shot was captured by The Guardian. The alert was showing up in some markets but not others, indicating that these alerts may not have rolled out globally yet.The following image features mockups, provided by Facebook, of the screens that users who flag a story as fake initially see: “Mark this post as fake news.”…

BKON Connect unveils an expanded platform for browsing the real world

For the past two years, Nashville-based firm BKON Connect has offered its PHY platform in support of the browser-based Physical Web.In the Google-driven but open Physical Web, small beacons in the real world broadcast URLs, so nearby users with a Chrome or other compatible mobile browser can check out relevant web page content associated with those real-world locations.For example, customers might look at the menu of a restaurant while standing outside on the street, simply by clicking a link in their mobile browser that has been broadcast from that establishment’s beacon.The Eddystone-protocol beacons in this Physical Web differ from regular beacons, which simply broadcast a location identifier to a supported app, which then pings a retailer’s server to call up info. You have to first download the app supported by that retailer, and then the info appears in the app only after the retailer’s server recognizes the location and sends the appropriate content to the app.But BKON is now po…

It’s true: Smiling at an ad means sales will go up

Advertisers now have a proven reason to make you smile.That’s the basic takeaway from a new study by emotion tracking firm Realeyes and candy/food maker Mars, released this week.Webcams in the computers of 22,334 consenting consumers in six countries tracked emotional reactions to 149 video ads for chocolate candy (such as Mars, Twix and Snickers), pet food (Pedigree and Whiskas), chewing gum (e.g., Orbit) and food (including Uncle Ben’s rice and Dolmio pasta sauces). Each ad was seen by several hundred viewers.The idea was to see if emotional responses could be used to predict sales lifts. With the widespread availability of webcams on computers, marketers are increasingly using emotional tracking as regular tool.[Read the full article on MarTech Today.]

via Marketing Land

6 tips to get subscribers to open marketing emails

While there are several email metrics you should track, a vital way to gauge the health of your email program is to monitor your email open rates. If your emails are being met with radio silence, it’s safe to say recipients aren’t taking any next steps.With recipients’ inboxes becoming increasingly inundated with marketing emails, this should come as no surprise. As the volume of email continues to increase, marketers will need to distinguish their promotional emails in order to stand out from competitors.Fortunately, there are best practices you can follow, regardless of where you are in your marketing campaign, to increase the effectiveness of your email programs.Encourage double opt-in during signupDuring the sign-up process, implement double opt-in, which requires a secondary action from the subscriber to confirm their participation. Since recipients must voluntarily perform an extra action to confirm their subscription, many consider this the best form of consent, as it captures …

Google Posts now gives museums, movies, musicians & sports groups dedicated space in search

Museums, musicians, movies, sports teams and sports leagues are now being given a special area for their content to appear in Google’s search results, through an expansion of the “Posts by Google” program.Posts by Google — more commonly called Google Posts — launched last year as an experimental way for selected groups to post information directly on Google’s servers, which in turn appeared in a dedicated area of Google’s search results for relevant queries.Google Posts originally involved US presidential candidates and expanded to a small group of local businesses. Today’s news is an even bigger expansion, opening up the feature to museums, movies, sports leagues and sports teams in the US and Brazil. Musicians in Brazil can also apply.[Read the full article on Search Engine Land.]

via Marketing Land

How To Add A Deals Section To Your WordPress Website Using The ShoutDeals Plugin – The Complete Guide

If you are an affiliate marketer and want to add a “deals” section to your website, then the ShoutDeals WordPress plugin is what you need. This plugin will give you a “deals” section just like you see on which has a great potential to increase your earning.Adding deals post type is great for making extra affiliate sales from your blog. Here is a testimonial from Steve who is an early adopter of ShoutDeals WordPress plugin:You can do various things with this plugin:Add new deals. Affiliate offer, Discount.Feature any deal.Offer discount codes.Categorize deals.Add a custom title.Add your affiliate URL.Add a description.Use CSS for any additional changes.In this tutorial, I will guide you on how to add a “deals” section to your website using the ShoutDeals plugin.We’ll learn:How to download and install the ShoutDeals WP plugin.How to activate the license key.How to use the ShoutDeals plugin and add deals to a website.ShoutDeals plugin Q&A.Let’s get started…Downloading…

Major US brands now pulling ads from YouTube & Google over extremist content

Twin Design / Like dominoes falling, more brands are pulling their ads from YouTube and Google display ad network over concerns about ads appearing next to extremist content. Following several UK entities, telecoms Verizon and AT&T, car rental company Enterprise and pharmaceutical giant GSK have all pulled ad buys from YouTube in response to an investigation by The Times.“We are deeply concerned that our ads may have appeared alongside YouTube content promoting terrorism and hate. Until Google can ensure this won’t happen again, we are removing our ads from Google’s non-search platforms,” an AT&T spokesperson said in a statement.Last week, the British government and more than other 250 organizations said they would no longer advertise on YouTube until they could receive guarantees that their ads would not appear alongside extremist videos. The British government also summoned Google to address the British Cabinet Office about advertiser concerns.Google’s EMEA h…

Marketing Day: Location marketing, Amazon’s brand registry & Facebook header bidding

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:How to track Facebook’s ratio of ads to organic posts in your desktop news feed
Mar 22, 2017 by Tim Peterson
The Facebook Ad Spotter extension for Chrome browsers highlights ads as they appear in the news feed and calculates the ratio of ads to organic posts.Why and how entities are shaping location marketing
Mar 22, 2017 by Adam Dorfman
What are entities, and how are they impacting local search marketing? Columnist Adam Dorfman tackles these questions and provides advice to local businesses looking to capitalize on this trend.Seriously, Google, can you just make exact match exact?
Mar 22, 2017 by Daniel Gilbert
In the wake of Google’s announced changes to exact match, contributor Daniel Gilbert offers a passionate argument against the shift, as well as a script to help advertisers regain control.Amazon to open brand registry next month in eff…