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Showing posts from April 13, 2017

The complete guide to optimizing content for SEO (with checklist)

Effective content marketing is a vehicle for modern SEO.Just as wheels without an engine leaves you pedaling, content without an SEO strategy can’t keep up in a digital marketplace. And just like an engine with no wheels, SEO without content is a shiny machine that goes nowhere.Content needs SEO to stand out in the din of mediocre blog posts clogging up the internet these days, and Google has said that one of the top three ranking factors for organic search is “content.”But what does that mean? Not any content, surely. Unfortunately, search engines are not handing out checklists for “high-quality content,” and they probably never will. That means it’s up to those of us who geek out on this kind of thing to study search results, mine Google Analytics and create massive spreadsheets that we pretend to be bored by but secretly love — all to bring you (and ourselves, who are we kidding?) a comprehensive guide to creating “high-quality” SEO content.[Read the full article on Search Engine L…

How to implement an optimization framework for long-term attribution success

Congratulations! You made it through the early days of your attribution program. You implemented the four steps to ROI-positive marketing attribution and proved that the system works. You got the team on board, clearly defined your objectives, isolated specific channels with tactical tests, then expanded into strategic cross-channel analysis. The system is officially up and running. So now what?Long-term marketing attribution success depends on an operational approach to dialing your media investments up and down. At my company, Conversion Logic, we apply an “Optimization Framework” methodology to ensure discipline and repeatability. When most customers get their first insights, they are either paralyzed with options or they want to turn every optimization knob and lever simultaneously. Both approaches make it difficult to determine causality of changes and can be inefficient.Our framework helps our clients be more deliberate in meeting their business objectives. It includes three mai…

What the GDPR means for your business

By now, most companies who do any business in the EU are aware of the General Data Protection Regulation (GDPR), which was approved by the EU Parliament on April 14, 2016, and goes into effect on May 25, 2018.The GDPR replaces the Data Protection Directive 95/46/EC. Organizations found in non-compliance will face heavy fines: €20 million or 4 percent of global revenue per infraction. This could mean millions, or even billions of dollars in fines for large companies.The new regulation requires companies to implement entirely new processes and procedures around the collection and storage of personally identifiable information (PII) and goes on to define PII as any information that relates to an EU resident’s private, professional or public life (IP address, banking information, email addresses, social media posts and so on). Much of the new regulation goes into making sure that this PII is stored with a person’s permission, used for the specified purpose for which it was obtained and fo…

4 mistakes to avoid during a website audit

As all SEO experts know, ranking in the search engines is a notoriously unpredictable pursuit. Each update can result in a strong, unforeseeable impact. The days of ranking by simply adding keywords to your title tags, header tags and content to get a few backlinks are over. The harsh truth is that a great many businesses struggle to keep up with the changes.There are a lot of factors that the search engines take into account when determining your standing. Some of the big ones are:content qualityauthorityresponsivenesswebsite speedKnowing how exactly to improve upon these is a lot easier said than done. Therefore, there will always be a need to perform a quality audit. Keep in mind that an in-depth audit is not a task you can do in a couple of hours. Depending on the size of your business website, it can take a few days to complete.Throughout the auditing process, there are several key oversights that can spell disaster for your rankings on the SERPs. Let’s talk about four of them.[R…

NinthDecimal adds native ads to its location-based repertoire

This week, location-based marketing platform NinthDecimal is making native ads available through its services.The San Francisco-based company offers a Location Graph, which employs location, shopping and purchase behaviors, customer relationship management and other data to target ads. A Location Conversion Index tracks attribution from online and other ads down to foot traffic and purchases in physical stores.President David Staas told me that this is first availability by any platform of “native ads for mobile and desktop with location-derived audiences and offline attribution.”[Read the full article on MarTech Today.]

via Marketing Land

Interview: Why marketers shouldn’t waste their time with Google Posts

The search engine results page recently saw the return of Google Posts, the part-social, part-publishing feature that was launched by Google a little over a year agoduring the US Presidential Election.Billed as “an experimental new podium on Google”, Google Posts has attracted a lot of attention from marketers, search specialists and Google enthusiasts thanks to its prominent place on the SERP – appearing in the form of an eye-catching carousel of cards – and its mysterious deployment.Over the year since it was first released, it has appeared in and disappeared from search results a number of times with no apparent pattern or explanation. Brands who wanted a shot at being part of Google’s new podium were forced to “Join the waitlist” and cross their fingers.But last month Google suddenly announced that it would be opening up Posts to “museums, sports teams, sports leagues, and movies” in the United States, and all of the above groups along with musicians in Brazil – prompting a renewe…

Instagram Stories tops 200M daily users, now bigger than Snapchat

Eight months after Instagram copied Snapchat’s Stories, Instagram’s clone is officially bigger than Snapchat.Every day, more than 200 million people use Instagram Stories, the Facebook-owned photo-and-video app announced on Thursday. By comparison, Snapchat averaged 158 million daily users in the fourth quarter of 2016, though that figure may have grown since the app’s parent company Snap Inc. disclosed it in February 2017.The 200-million mark continues Instagram’s trend of adding around 50 million daily Stories users every three months. In January 2017, the feature counted more than 150 million daily users, up from 100 million in October 2016. The 200-million figure also means that half of Instagram’s 400 million daily users check out the Stories feature that appears atop the app’s main screen, as well as its Explore tab; that’s the same ratio that Instagram reached in January.In addition to overtaking Snapchat’s user count, Instagram is also taking some more of Snapchat’s features t…

Email shines even brighter with Gmail and Google Wallet

Google’s announcement last month that it is integrating Google Wallet into Gmail for Android users is big news, not just for the millions of Gmail users who can now send money right from their email, but also for the email industry itself.In fact, it’s one of the biggest endorsement to date in email’s role as a highly valued and essential aspect of everyday life.I spent a few years at Google before I assumed a leadership role at Adestra. Email is dear to me, and I have enjoyed seeing email providers take what was once a basic peer-to-peer communications channel and integrate new functionalities, such as chat and messaging.But now, by adding payments, we’re taking email to a new and previously unimaginable level, and it’s got ESPs (email service providers) salivating at the possibilities.The email address rules digital. Here’s how:Why is it that Gmail is so confident that email is secure enough to send money from one person to another? Because you know the person on the other end. It’s…

4 things to note when optimizing for local SEO in 2017

SEO for businesses in 2017 will be revolutionary.Within the space of 3 years, it has become significantly easier to find businesses, stores or items nearby, creating a shift in user’s intent and search behavior.Users no longer have to include their location in search queries, such as inputting “coffee shops in Queens” into Google. This trend has given way to the “near me” search query – Google “coffee shop near me” while in Queens, and Google will fetch coffee shops in your local area.According to digital marketing expert Jordan Kasteler, 1 in 3 of all Google searches has local intent. This means users search for and expect local information in SERPs, and now more than ever, priority should be given to optimizing on-site and off-site strategies for local SEO.Below are a few things to note when optimizing for local SEO in 2017.#1: Title tags and meta descriptions still workTitle tags and meta descriptions are on-site HTML elements which reflect the content of your page, and are shown i…

Shrewd Burger King ad tries to hijack Google Home, delivers earned media home run

At a time when risky ads can cause a backlash (e.g. Pepsi), Burger King just did something ingeniously (or annoyingly) calculated to create buzz. And it worked.The company created a TV spot (below) that tries to invoke Google Home — for those that have them. Near the end of the commercial the camera zooms in close and the actor playing a BK employee says, “OK Google, what is the Whopper burger?”If there’s a Google Home nearby, it lights up. But it doesn’t answer because Google apparently got wind of the ad and shut down the response, which was supposed to be a description of the ingredients as listed in the Wikipedia page about Whoppers. (There’s some evidence that BK’s agency or employees edited Wikipedia before the commercial started running to game the answer.) The real objective here was not to light up a bunch of Google Home devices but to get a bunch of earned media coverage from the stunt. If the real target of the campaign were the at-home audience, why wouldn’t it have gone af…

Marketing Day: Link building, Snapchat analytics & Virool’s Vertical Video Exchange

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:The Secret to Driving Facebook and Display Ad ROI
Apr 12, 2017 by Digital Marketing Depot
Digital ad spend is now being evaluated and optimized on the basis of online-to-offline impact. And in today’s smartphone world, that means phone calls. Join digital advertising and call conversion experts from Brandmuscle and DialogTech to learn proven strategies that will improve ROI and help you acquire more customers from Facebook and display.Link building: Preliminary research and analysis
Apr 12, 2017 by Andrew Dennis
Columnist Andrew Dennis outlines the research necessary to provide a solid foundation for your link-building strategy.Snapchat will tell brands how many people saw their ads, then visited their stores, restaurants
Apr 12, 2017 by Tim Peterson
Snapchat is measuring how many visitors its ads send brick-and-mortar locations and giving bra…

Where does your programmatic spend go?

The question of where programmatic spend goes has stumped advertisers since the dawn of programmatic. I thought it was time to try to answer it, as simply as possible.I’m sharing this partly in response to the recent headline that “60 percent of programmatic spend is wasted.” Undoubtedly there are campaigns out there where this is true; in fact, the percentage is probably greater in some cases. However, for a well-run campaign, this should never be the case.Leaving aside ad misplacement, which I’ve already discussed at length in a previous article, let’s focus on the alleged inefficiency of the ever more complex supply chain of programmatic.The process is not straightforward, but a good agency will make sure there is only so much complexity as is  required to achieve the added benefits of programmatic: lower CPM, precise targeting, flexible management and a rich supply of data. Where there is complexity, a good agency ought to be able to explain it to their client and to account for i…

The Secret to Driving Facebook and Display Ad ROI

Digital ad spend is now being evaluated and optimized on the basis of online-to-offline impact. And in today’s smartphone world, that means phone calls.Join digital advertising and call conversion experts from Brandmuscle and DialogTech to learn proven strategies that will improve ROI and help you acquire more customers from Facebook and display. You’ll learn:how to optimize Facebook and display ad campaigns to drive calls.what data to capture from calls and conversations to prove ROI.success stories and examples from leading brands.Register today for “The Secret to Driving Facebook and Display Ad ROI,” produced by Digital Marketing Depot and sponsored by DialogTech.

via Marketing Land