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Showing posts from April 21, 2017
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Preparing for local reach in a ‘post-rank’ world, Part 2: Create content for local research

In my last post, I wrote about why local businesses need to focus on digital data sharing to perform better for voice, or “instant” searches. But I don’t think instant answers will cover every query or even most queries, at least not for a really, really long time (singularity, anyone?). Some questions just have too many variables involved, and there will always be local researchers who want to poke around, looking for local flavor.This post focuses on the big players — the chains, the multi-locations, the brands — and why an “instant answer” world also necessitates in-depth local content for those extra long-tail searches.[Read the full article on Search Engine Land.]

via Marketing Land

Survey: Almost one-third of Amazon sellers plan to expand to Walmart.com this year

In a survey polling more than 1,600 Amazon merchants, nearly 50 percent of the respondents said they sell almost exclusively on Amazon, with the e-commerce site delivering 80 to 100 percent of the merchants’ online sales.When asked what other e-commerce channels they use, 65 percent of survey respondents reported that they also sell on eBay. Less than 10 percent use channels like Rakuten, Walmart and Jet.Looking toward the future, 29 percent said they plan to expand their online sales efforts to Walmart this year. The same number of respondents said they had plans to begin selling on their own websites.Ebay and Jet are also on their radar, with 23 percent planning to start selling on eBay and 22 percent on Jet (a Walmart-owned e-commerce site).Channels Amazon sellers plan to expand to in 2017Conducted by Feedvisor, the “State of Amazon Marketplace 2017” report found that Amazon merchants with the highest volume of sales are most likely selling on other channels.From the report: “The c…

SEO & intelligent content: Discovery, connection and improved performance

Customer journeys have evolved significantly in their complexity, with the sheer amount of touch points possible exploding due to digital advancements. Mobile has risen to number one, in terms of consumer use and accessibility; hyperlocal has become a paramount focus of strategy; and intelligent content marketing is now critical to success. It is more important than ever for marketers to cut a clear pathway from the consumer to their brand by cultivating a symbiotic relationship between SEO and content marketing.Marketers already recognize the combined necessity of SEO and content, as growth in both areas is projected to increase significantly. Budget for SEO-related tasks is expected to grow from an estimated $65 billion in 2016 to nearly $80 billion by 2020. In sync with this growth is the jump in content production, as 70 percent of B2B content marketers and 73 percent of B2C content marketers say they intend to publish more content in 2017 than they did in 2016.However, although c…

2017 SEM growth hacks: Monster growth from brand protection

Today’s article presents one of the more powerful search growth attack strategies for 2017: PPC (pay per click) brand protection.This article is the first in my eight-part series presenting SEM marketers with the most effective growth hacks for 2017.As CEO of the ad monitoring company, The Search Monitor, I see the ads, campaign strategies and performance results from agency and brand clients. In this series, I will use this data to present the best growth hacks for 2017.Why does brand protection matter?An ongoing and serious problem threatening your SEM revenue is competition from affiliates and competitors bidding on your valuable, high-converting branded keywords. The result of the increased number of advertisers competing against you is obvious: higher CPCs (costs per click), lower clicks and a lower click-through rate (CTR). We estimate that each competitor with ads running on your brand or brand-plus keyword terms costs you a 10 percent loss in clicks and a 20 percent increase i…

Using a social management platform: What you need to know

Social has become a key component of most brands’ marketing and engagement strategies. As a result, there are quite a few complexities across listening, community engagement and advertising. With smaller brands, efforts across these tactics may all fall to one person, who may have difficulty managing it all. With larger brands, several people may share these responsibilities, making coordination more complex.There is no doubt that tools can make social media management more efficient. But they also come at a cost — and across the board, pricing models differ based on the type of tool you are trying to utilize. The social management platform landscape is much more fragmented than the SEO tool and SEM management industries. With many social channels still developing their advertising platforms, the social management industry will continue to evolve and take shape.[Read the full article on MarTech Today.]

via Marketing Land

One Google Home device can now support up to six separate users

In the battle to compete with Amazon’s Alexa devices, Google Home just introduced something that could be a meaningful differentiator. It will now support up to six users on one device.In other words, Google Home can recognize and distinguish the voices of multiple users to enable personalized content and results. Amazon will be compelled to match this capability, though it’s not clear how quickly it can.Google Home personalization extends to news, music, scheduling, commute times and beyond.To set this up, users need the most up-to-date version of the Google Home app. Each individual will need to link a Google account and set up preferences in the app. There’s also a short “training” process that requires each person to say “Ok Google” or “Hey Google” twice.[Read the full article on Search Engine Land.]

via Marketing Land

Facebook’s F8: Everything you need to know [Podcast]

So much Facebook news this week, right? Where do you begin trying to figure out what happened at its annual developer conference, F8, and what it means to you, your brand and/or your clients?You begin with the latest episode of our weekly podcast, Marketing Land Live. Tim Peterson and Greg Sterling were at F8 this week, and they join me for a wide-ranging podcast discussion covering, among other topics:the most important things they saw and heard at F8.the most under-the-radar — but still important — things they saw and heard.Facebook’s latest updates to Messenger, chatbots, virtual reality and so on — and what it all means for marketers and publishers.This week’s show runs just over 33 minutes. You can listen here or use the link below to subscribe via your favorite podcast service.We invite you to subscribe via iTunes or Google Play Podcasts. Show NotesFacebook launches Facebook Spaces, Camera Effects Platform, Messenger bot discovery at F8Facebook Messenger makes chatbots easier to …

People: The Achilles’ heel of online marketers

There’s something tragically ironic about most online marketers. Our job revolves around convincing people to do something, but we often have little to no actual relationship with the people we try so hard to persuade.Instead, most of us huddle behind computer screens trying to convince numbers to cooperate.If you want proof, just take a look at HubSpot’s “State of Inbound” report: 65 percent of online marketers say that “generating traffic and leads” is one of their top marketing challenges; 43 percent say “proving the ROI of our marketing activities”; 28 percent have trouble “securing enough budget.”Clearly, online marketing is very numbers-oriented.Now, I’m a numbers guy (probably why I like online marketing), so I’ll be the first to vouch for just how important data is to effective marketing. But ultimately, you’re marketing to people, not numbers. So if you aren’t communicating with your current customers, and even your prospects, on a regular basis, optimizing those oh-so-import…

Digital advertising’s perverse incentives

In digital advertising, as in life, it’s important to start with the desired end in mind.There’s a well-worn tale about a city slicker who gets lost while driving the back-country roads of Maine en route to the capital city. After driving for what seems like an eternity on unmarked roads, he comes upon a farmer on a tractor in his field. Relieved, he hurries to the local and asks, “How do I get to Augusta?” The farmer, after sizing the man up, responds laconically, “Well, I wouldn’t start from here.”It is imperative for success in digital advertising to start off from the right place — with a clear focus on the metrics that matter.Yes, technology incited an explosion of content, devices, formats and opportunities to reach people, together with a cavernous quantity of data and a mind-boggling suite of metrics. Marketers can easily feel lost in unfamiliar territory like our Google Maps-less city slicker, struggling to adapt to a constantly changing environment and forced to choose — oft…

Bizible launches ‘first B2B revenue planning tool based on attribution’

B2B attribution service Bizible has decided that it doesn’t want to look just into the past anymore.The Seattle-based company announced this week a Revenue Planner, which projects forward its attribution data. VP of Marketing Dave Rigotti told me that this is his company’s first venture outside of attribution-oriented tools, and that it is “the first B2B financial planner based on attribution data.”Virtually every marketing manager, he said, still moves attribution data into an Excel spreadsheet for planning future efforts, using averages of conversion rates, deal velocity and deal size to base forecasts.[Read the full article on MarTech Today.]

via Marketing Land

Marketo acquires sales engagement tool ToutApp

Marketing platform Marketo is helping to advance the combination of marketing and sales tech this week with the announcement that it has acquired sales engagement platform ToutApp.ToutApp provides salespeople with tools for managing their efforts, including campaigns and marketing content. In the announcement, Marketo said its platform has been trying to bring sales and marketing departments together around customer engagement. ToutApp says it is used by over 100,000 salespeople and more than 400 enterprise customers. Deal terms were not announced.Marketo already offers Sales Insights, which can be integrated with customer relationship management (CRM) systems in Salesforce or Microsoft Dynamics so salespeople can better manage their leads.Last September, Marketo added native account-based marketing (ABM) capabilities, to help marketers pitch to companies and their buying teams.[Read the full article on MarTech Today.]

via Marketing Land

Four most interesting search marketing news stories of the week

We’re back with our weekly round-up of the most interesting search marketing news stories from around the web.I hope you all enjoyed last Friday’s Easter search trivia quiz, and if you haven’t had a chance to test your knowledge yet, be sure to have a go and share your score with us on social media!This week: a look at the newly-relaunched Google Earth and what it could mean for marketers, and a study has shown that 45% of marketers say their biggest difficulty with Schema.org markup is proving its value.Plus, Google’s new “suggested clip” feature in search results shows how far its ability to search within videos has improved, and a new menu of Partner-only Features on Google’s Developer Blog hints at some exciting things to come.Relaunched Google Earth introduces 3D local maps, visual storytelling opportunitiesGoogle has just unveiled a stunning relaunch of Google Earth, with a wealth of new features and information to explore. On Search Engine Watch this week, Clark Boyd gave us a …

Hands on with Facebook’s AR Studio to create Snapchat-like camera effects

Facebook ramped up its run at Snapchat this week. The company even raced ahead of its rival by opening up its new Camera Effects Platform so that outside developers and designers can create their own Snapchat Lens-like camera effects for the increasingly Snapchat-like social network.To produce these Camera Effects, Facebook has built a Mac app called AR Studio. People can upload 2D and 3D image assets, then arrange them into selfie masks, animated augmented-reality environments or a mix of both and play around with them in an in-app simulator. They can even test the masks on a diverse gallery of actors to ensure they work for everyone and write code to control their animations and access off-Facebook data, like a map of someone’s latest run.Facebook’s AR Studio is rolling out in a closed beta, so it will be a while until most people get their hands on it. Luckily, during its F8 developer conference in San Jose, Calif., this week, Facebook hosted a series of sessions and erected a boot…

Google Analytics 360 & the Move to Enterprise Analytics

As a digital marketer, odds are that you rely on digital analytics as a major part of your toolkit. With its massive adoption in the market, odds are also good that the tool you’re using is Google Analytics. But are you really getting the most out of your analytics platform? What’s more, have you outgrown it?Join our experts from Google and Cardinal Path to discover the advanced features available within Google Analytics 360 Suite, and what this will mean for enterprise organizations as they move down the path to digital maturity.Register today for “Google Analytics 360 & the Move to Enterprise Analytics,” produced by Digital Marketing Depot and sponsored by Cardinal Path.

via Marketing Land

Marketing Day: Content marketing, digital ad growth & Facebook’s Places Graph

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:4 tips to maximize content marketing performance
Apr 20, 2017 by David Freeman
Many SEOs are turning to content marketing to replace or supplement their link-building efforts, but consumers think most of this content is clutter. How do you stand out? Columnist David Freeman has some advice.SEO & website design: Everything you need to know
Apr 20, 2017 by Marcus Miller
SEO is important to any business that operates online, but many don’t realize that search engine optimization needs to be built into the web design process — not added in later. Here, columnist Marcus Miller has provided a comprehensive guide to SEO and web design.Is Ripoff Report subverting Google take-downs?
Apr 20, 2017 by Chris Silver Smith
Previously de-indexed Ripoff Report pages are reappearing and ranking prominently again in Google. Columnist Chris Silver Smith takes…

4 tips to maximize content marketing performance

Links have always commanded significant focus when it comes to increasing organic search performance. Over the years, SEOs have built them by any means possible — legitimate and otherwise.Recently, the market has adapted to significant algorithmic shifts and adopted a content marketing approach to link building. This move has led brands and SEOs to create huge volumes of content, often in a silo, with the pure purpose of building links to drive organic search performance. This approach rightly focuses on hitting channel KPIs, but it overlooks the wider business performance implications and consumer needs.Meaningful Brands is Havas Group’s measurement of brand strength, and over the last 10 years, the Meaningful Brands have outperformed the stock market by 206 percent. This year, for the first time, the study has looked at the role of brand content and whether or not it adds value. The study found that content delivered by brands is underperforming to such an extent that it’s having li…

SEO & website design: Everything you need to know

Your website is the center of your digital marketing world — the place that all digital rivers run toward. And of course, the largest of its traffic sources is generally organic search.Yet all too often, businesses don’t think about SEO until after having a website designed (or redesigned), and these sites are often sadly lacking on the SEO and digital marketing front. They may look shiny, but if the marketing smarts are not cooked in at design time, then you will be running the marketing race with a wooden leg. Or at the very least, faced with going back to the drawing board and wasting a whole load of time and money.We have been thinking about the SEO and web design connection a lot recently at Bowler Hat and have just published awebsite design planning guideto help in what can be a complicated process. This is a companion piece to that guide that really covers the SEO considerations in far more granular detail.In this post, I have a look at how SEO should be an integral part of you…

Is Ripoff Report subverting Google take-downs?

Anyone familiar with online reputation issues is surely aware of Ripoff Report, a site long considered one of the most destructive on the web when it comes to people’s and companies’ reputations.Ripoff Report has a well-established practice of refusing any and all demands to remove defamatory materials from its website. Now it’s going even further, moving content around to different URLs after Google has removed the originals from its index to comply with a court order. The result: the content, though declared defamatory in a court of law, could still be accessible through Google.The business modelAs I have outlined previously in articles about online defamation, Section 230 of the Communications Decency Act immunizes some types of websites from responsibility/liability for content posted on them by third parties. Essentially, “distributors” of content provided by others cannot be compelled to remove such content, except when copyright infringement is involved.Ripoff Report, and a num…

Report: Digital ad growth slows to single digits for first time

Digital growth is showing signs of slowing. Among the agencies measured by advertising intelligence firm Standard Media Index, digital ad spend grew 6 percent year over year in the first quarter of 2017. That’s the first time digital has seen just single-digit growth in a Q1 since SMI has been measuring it and compares to 19 percent growth in Q1 2016.Social and video site spend continued to be bright spots in terms of ad spend growth. Social advertising was up 25.9 percent, and video site advertising was up 28.2 percent. The more mature search market grew just 3.1 percent year over year in Q1 2017.Facebook spend shot up 33 percent in Q1. Still-upstart Snapchat saw ad spend increase by 287 percent year over year.Spend on Google networks rose significantly less compared to those social networks — rising 11 percent year over year overall. With search seeing meager growth, video and display drove that growth rate. Ad spend on YouTube rose 25.8 percent, even as advertiser protests that beg…