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Showing posts from September 29, 2017
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7 on-site SEO problems that hold back e-commerce sites

Not long ago, I talked about 16 very specific on-site SEO mistakes that I see very often, and how to fix those issues.Today, I want to shift the focus toward problems that plague e-commerce sites specifically. I’ll also be addressing on-site problems that have a bit more to do with strategy and a bit less to do with specific technical mistakes.Finally, I wanted to make sure we had some real-world examples to refer to, so I mined case studies from the industry to demonstrate the concrete impact these changes can have on your search traffic.Let’s take a look at these problems and what you can do to resolve them.[Read the full article on Search Engine Land.]

via Marketing Land

Canonical tags gone wild

Being a technical SEO, I love digging into any weird problems where things don’t seem to work as expected.Canonical tags seem easy enough, but these tags cause all sorts of interesting issues — and some minor fixes can lead to big wins. Almost every major website will have some kinds of issues with their canonical tags, so I dug into a few different ones to see what examples I could find.[Read the full article on Search Engine Land.]

via Marketing Land

Artificial intelligence is changing the rules of account identification

We’re on the verge of a whole new world when it comes to Account-Based Marketing (ABM). Just when it seemed like marketers were getting the hang of ABM, advancements in technology are flipping traditional account-based tactics on their head.In the past year or so, we’ve seen artificial intelligence (AI) technologies swoop in and really transform specific parts of the strategy, from website personalization and digital advertising to sales enablement. Now, we’re seeing these technologies tackle even more fundamental ABM steps, including account identification.[Read the full article on Martech Today.]

via Marketing Land

5 metrics to measure the success of Facebook videos

Let’s face it, video is the highest-converting medium in the social media space. When it comes to content, it is the king of kings, the best player on the field, the sultan of swat, the king of crash, the colossus of clout… OK, you get the picture.Why does video convert more? Simply stated, it’s more human. The movement more closely represents life. If it’s a video with people in it, faces give off emotional cues we understand and identify with.As smartphones have become easily accessible across the world, real human connection is waning in some ways. We need human interaction, so how do we fill the void? Social media, my friend.This is why “video snacks” can work like a charm. You can use short, highly engaging 60- to 90-second videos to walk your customer through the next steps. I recently had the opportunity to connect with Logan Young, the VP of strategy at BlitzMetrics, to learn more about the power of video and the metrics that matter when it comes to video engagement.Here are t…

Affiliate marketing strategies for success during the holidays

With the holidays fast approaching, now is the time for brands to ensure that their teams are ready for the biggest shopping period of the year. With Black Friday and Cyber Monday on the horizon, here are some winning strategies from our advertiser and publisher teams to help you maximize your affiliate marketing campaigns this season.Review last year’s holiday performance and create your planTake a deep dive into your data from 2016 and analyze the activities with your key publishers in fourth quarter. Examine performance in all areas: Analyze your paid placements, look at average order value, look at returns, and drill down into the specific promotions that ran.Then look at the first three quarters of 2017 and identify any new partners from this year that have been instrumental in driving conversions. From this data, you can develop a directional strategy that can help guide your 2017 holiday plan.Think beyond Black Friday and Cyber MondayWhen you are planning, consider building pro…

System 1 Research launches a VR testing tool for shopping

Inside System 1 Research’s Virtual Reality Shopper tool You’re pushing a grocery cart down an aisle in Walmart, and you pause to grab and toss in a bag of candy.Just another day at the store, except it’s in a new Virtual Reality Shopper recently launched by System 1 Research.The research arm of the London-based marketing firm System 1 Group, System 1 Research conducts behavioral and other research for brands. Earlier this year, it undertook a pilot project for several brands — one of which was Hershey’s — to build some grocery aisles that resembled a typical Walmart.The virtual reality platform, designed to test shopping choices, is now available for other clients, System 1 Research Managing Director Gabriel Aleixo told me. It was developed on the Unity gaming engine by Los Angeles-based software development shop SciFutures and employs the HTC Vive VR headset.Here’s a sample video clip inside the headset: [Read the full article on MarTech Today.]

via Marketing Land

Forrester’s first Waves on journey analytics show the growing importance of customers’ steps toward purchase

In marketing — as in life — it’s not about the destination as much as it’s about the journey.Which is why research firm Forrester recently released not one, but two Wave reports on Customer Journey Analytics — one on visioning platforms and the other on orchestration. [Subscription or report fees required.] These are the research firm’s first Waves on these topics, in which customer journey analytics is defined as:An analytics practice that combines quantitative and qualitative data to analyze customer behaviors and motivations across touchpoints and over time to optimize customer interactions and predict future behavior.Visioning platforms, co-author and principal analyst Joana van den Brink-Quintanilha 
told me via email, are about designing and planning journeys through such tasks as creating and sharing customer journey maps, or discovering customer segments and personas in those journeys.The report points to the leaders of visioning tools (NICE, Kitewheel, Thunderhead and Teradat…

6 lesser known tools to power your content marketing

It seems like a small selection of tools just keeps traveling from article to article these days.Opening a freshly-published article on a popular blog, I feel like I’ve already read it, because I know all the listed tools.To celebrate “undercover” tools in the marketing industry, I picked six tools I use which I seldom or never see mentioned in other people’s articles. I think they totally deserve to be in the spotlight because they are as good as (or in most cases even better than) more discussed alternatives.1. Cloudup to store your drafts and imagesI hate to think that anyone reading this isn’t using cloud storage for work. It makes your life so much easier, allowing you to access your work from anywhere in the world as well as giving you tools to easily share your content with other team members, like editors and designers.There’s no denying that Google is the Internet master for a reason, and their Drive service is hard for anyone to beat. But plenty of people choose not to entru…

Marketing Day: TV analytics, conversational UI & online holiday retail sales forecasts

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:Are your TV analytics just ‘good enough?’ 8 signs it’s time for an upgrade
Sep 28, 2017 by Alison Lohse
The challenges of TV measurement abound. Columnist Alison Lohse believes marketers shouldn’t have to settle for “good enough” to understand how TV is performing, but should instead look toward TV attribution as the answer.The non-developer’s guide to reducing WordPress load times up to 2 seconds (with data)
Sep 28, 2017 by Tom Demers
Wondering where to start with page speed improvements? Columnist Tom Demers shares how he tackled page speed improvements on several WordPress sites without (much) input from a developer.The fallacy of choice: How conversational UIs are altering the marketing landscape
Sep 28, 2017 by Malcolm Cox
Columnist Malcolm Cox discusses how conversational UI is impacting marketing and why simplifying the customer experien…

Are your TV analytics just ‘good enough?’ 8 signs it’s time for an upgrade

It’s no secret that TV — and therefore TV advertising — has evolved dramatically in the last 10 years. Consumers are cutting the cord. They’re watching TV online, on their phones or on their laptops, and it no longer happens in isolation. TV has become part of a holistic experience deeply connected to digital activities.As marketers, we’ve tried to keep up. We’ve adapted our formats. TV advertising no longer falls into the two traditional camps of shorter brand spots and longer direct response (DR) infomercials, instead encompassing the full spectrum in between. We send viewers primarily to the web now via a vanity URL instead of an 800 number, and we use that traffic to tie TV back to digital and measure the efficacy of our campaigns.Here’s the problem: It doesn’t really work. The days of an immediate straight line from DRTV to a single-channel purchase, either on the phone or on the web, are behind us.[Read the full article on Martech Today.]

via Marketing Land

The non-developer’s guide to reducing WordPress load times up to 2 seconds (with data)

With Google’s continued focus on user experience and engagement metrics in recent algorithm updates, it’s become even more important for marketers to pay attention to how fast their sites are. Page speed has long been a ranking factor for desktop search results, and it may soon impact mobile rankings as well.The benefits of improved load times go well beyond their impact on SEO and your site’s organic rankings, however. Consider recent Google data, which shows that “53 percent of visits are abandoned if a mobile site takes longer than three seconds to load,” or that “for every second delay in mobile page load, conversions can fall by up to 20 percent.”So, how do you actually go about speeding up your site? For many non-technical marketers, trying to figure out how to improve page speed can be a daunting task. Which levers should you actually be pulling to generate a result? And how do you get those changes implemented on your site?[Read the full article on Search Engine Land.]

via Mar…

The fallacy of choice: How conversational UIs are altering the marketing landscape

Apple’s new iPhone X is doing away with nearly everything but the screen. Now, we’ll only have to look at it for it to know that it’s us — without even having to touch it.This brave new world of touchless, conversational interfaces will forever alter how we interact with our devices, with each other, with content and with brands and marketers. And although it’s a fairly recent innovation, the data already supports the impact of this newfound capability.ComScore predicts that by 2020, half of all searches will not require a screen, as Siri and her friends attend to our every need. And the esteemed and omniscient Mary Meeker tells us that 65 percent of all US smartphone users are already using voice-controlled assistants.So once again, we marketers are in the position of having to reckon with this rapidly changing landscape, altering our SEO strategies and thinking about how conversation UIs (user interfaces) will impact searches, context, conversions, attribution, brand safety and how …

SEO content strategy: How to grow visits by 300% in one year

Content strategy is an essential part of SEO — after all, content and links are among the top three ranking factors in search.However, you can’t simply create content for content’s sake and expect to achieve any results. Millions of blog posts are published each day, so you need to create content that stands out and earns worthwhile links. This is where the strategy part comes into play.Strategic content planning and execution involves:prioritizing lower difficulty topics and themes.content layering and optimal internal linking.understanding linkability and identifying opportunities.regular upkeep and maintenance of existing content.A complete SEO content strategy will include these processes.With the glut of content published daily online, you must be strategic to garner the attention needed for success. Many brands believe publishing blog post after blog post will lead to more links, higher rankings and increased website visitors.[Read the full article on Search Engine Land.]

via Ma…

Online holiday sales projected to reach $129B this year, up 12% over 2016 [Forrester]

With eight weeks to go before Black Friday, online retailers are well into mapping their strategy for pulling as much of 2017’s holiday e-commerce spend as possible. This year, Forrester Research Inc. reports two out of five consumers plan on spending more online during this year’s holiday season than in 2016.According to Forrester’s 2017 Online Holiday Outlook report for the US, the total number of online holiday shoppers will increase 3 percent compared to last year, with consumers spending an average of $689 online — up 8 percent over 2016.Forrester says this upward swing in online holiday shoppers, and the amount of money they plan to spend, will deliver a 12 percent year-over-year increase in online holiday retail sales.While not as big a jump as what happened between 2015 and 2016 (11 percent to 14 percent), it still represents a double-digit increase for holiday e-commerce sales, with online shoppers spending a total of $129 billion this year, compared to the $115 billion spent…