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Showing posts from September 2, 2017
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Marketing Day: Becoming an analytical marketer, holiday shopping forecasts & 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:Why microsites aren’t always ideal for SEO
Sep 1, 2017 by Janet Driscoll Miller
Microsites have their uses, but columnist Janet Driscoll Miller argues that they can often create unnecessary headaches for search engine optimization professionals.Evaluating PPC talent, part 2: The test
Sep 1, 2017 by Brett Middleton
In part 2 of his series on evaluating PPC candidates, columnist Brett Middleton shares some tests you can administer to determine whether a potential hire is a good fit for your business.The 5-step approach to becoming an analytical marketer
Sep 1, 2017 by Nandini Rathi
Contributor Nandini Rathi examines how smart marketers are turning to analytics to bridge the gap between knowledge and execution.Capturing dark social activity can help brands avoid data commodification
Sep 1, 2017 by Chuck Moran
Don’t ignore the data on activity that…

Why microsites aren’t always ideal for SEO

The question of whether or not to utilize microsites is an interesting topic of discussion for SEO.On the one hand, microsites allow organizations to segment information and focus a site clearly on one topic. For instance, it’s not uncommon for an organization or association that hosts conferences to have a separate conference-focused website for registration and information aside from the main organization website (as Search Engine Land does with the SMX conference site). Or, if you own several car dealerships, you may want or need to have a separate website for each dealership location.There are definitely times when having separate sites makes sense from a brand perspective. But there are also several reasons you may want to reconsider splitting your website into multiple microsites. Following are some potential SEO issues that can result from implementing microsites.Inbound linksSince the original Google algorithm patent, inbound links have been an important ranking factor. So, ho…

Evaluating PPC talent, part 2: The test

Previously, we discussed how to find good PPC candidates for your particular company, but now it’s time to evaluate those candidates.It comes down to this: You’ve held dozens of interviews with candidates almost impossible to tell apart. They all have similar credentials. They’ve worked in the right industry or environment, have used similar tools to what your paid media team uses and didn’t hesitate to answer your questions. But what’s next?The technical assessment of your PPC hire may be the thing you’ve most overlooked, and it can often lead to a complete disaster.How do we evaluate PPC talent?You cannot properly assess how someone will fit into your team and impact your business simply by reviewing resumes and asking them a few questions to make sure they speak the language.Unfortunately, there is also no one-size-fits-all assessment your team can find online and use. You have to start by taking an honest look at your work environment and understanding the person who will be requi…

Capturing dark social activity can help brands avoid data commodification

The signs of programmatic maturity are everywhere, no longer just in aggregate spend figures. We see it as more and more brands buy into the full-stack reality and explore solutions that connect martech to ad tech and data to creative.At the same time, there are talented people within brands and agencies who have mastered the new digital toolset and become fairly sophisticated about how those tools are used. There’s even what you might call a “programmatic workforce,” marketers with five-plus years of direct experience with the technology who are rising through the ranks. This all paints a picture of relative maturity.But there’s one major downside to the maturation of programmatic, and it’s causing growing concern among marketers. In short, it’s that the marketplace for third-party data has become increasingly commodified and flattened. Third-party data is losing its efficacy because everybody is using the same stuff, and there’s nothing differentiated about it.Now that programmatic …