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Showing posts from November 21, 2017

The SMX West agenda is now live! See the SEO, SEM & Retail sessions in store for 2018

Hungry for the latest in search marketing? Feed your obsession with SEO and SEM with actionable, proven tactics served up at Search Engine Land’s SMX West March 13-15, 2018, in San Jose, California.Our three-day action-packed agenda is brimming with 50+ sessions led by SEO, paid advertising and retail experts — designed to provide you with the insights needed to transform your campaigns into marketing masterpieces. You’ll learn how to make your advertising more effective, track conversions across channels, boost your site’s search engine optimization and accurately leverage analytics and social media, plus much, much more.SMX West agenda preview:Here’s a quick preview of our most anticipated sessions…SEO:SEO Ranking Factors In 2018: What’s Important, What’s NotOptimizing Content For Voice Search & Virtual AssistantsSolving SEO Issues In A World Of Constant ChangePaid Advertising:The Art & Science Of Crafting Successful AdsPerfect Your SEM Testing: How & Why To Evaluate Eve…

It’s time to slay the internet’s ‘Cookie Monster’

Any conversation within the European marketing community these days soon turns to the General Data Protection Regulation. The impending GDPR brings about new data protection rules, heralding an unprecedented level of consumer protection. Going into effect in May of next year, the specific targeting of individuals without expressed permission will be outlawed.All global brands wishing to engage with Europeans should heed the change. At the moment, if a customer knowingly contacts an American company, then EU data protection legislation doesn’t really apply to them. However, once the new GDPR comes into full force (on May 25, 2018), the EU data protection laws will apply to the American companies, so they’ll have to comply with all the notification requirements and data storage/retention obligations.It could prove to be quite onerous. But did you know that any brand that drops a cookie on Europeans visiting a website could fall foul? Which is why some US companies are considering having…

Taplytics now supports OTT TV app testing

Taplytics, which makes testing software for mobile apps, is now offering full support for testing Over-The-Top (OTT) TV apps.Those apps — such as ones for HBO Now, CBS or Netflix — offer TV programs and movies via internet streaming.Taplytics now provides OTT-specific A/B testing capabilities for those apps on Android TV, Apple TV or Amazon Fire TV boxes, as well as those apps on smartphones and tablets. Previously, Taplytics only offered testing for those apps on mobile devices, but without specific OTT capabilities.[Read the full article on MarTech Today.]

via Marketing Land

How a Customer Data Platform can improve AdWords performance

According to Hochman Consultants (2017), the average cost of pay-per-click (PPC) advertising is increasing – with the average cost-per-click in 2016 being nearly double that of 2013.When you consider the fact that Google processes over 2.3 million searches per minute(Business Insider, 2016), this is hardly surprising.But what can marketers do to ensure that they can attract customers on this increasingly competitive channel, while avoiding these burgeoning costs?In my previous two articles, I looked at how to stop Google AdWords campaigns from failing by using a Customer Data Platform (CDP) to gain a holistic overview of customer behavior, and how data-driven attribution with a CDP can supercharge your paid search.In this article, I’ll outline five ways that a Customer Data Platform can improve your AdWords performance and ROI by keeping costs down and attracting new business.Content produced in partnership with Fospha.1. Data accuracyMany businesses continue to struggle with optimizi…

Marketing Day: Receptiv’s new mobile web video ads, Xerox CMO interview & 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:SEO + UX = Success
Nov 20, 2017 by Sherry Bonelli
These days, SEO best practices include consideration for the user experience (UX). Columnist Sherry Bonelli explains how SEO and UX work together to help both search engines and users.Private blog networks: A great way to get your site penalized
Nov 20, 2017 by Kevin Rowe
Columnist Kevin Rowe explains what private blog networks (PBNs) are, how to identify them, and why you should steer clear.Time is running out: Engage those holiday shopping stragglers
Nov 20, 2017 by Tony Toubia
As December quickly approaches, brands need to think about their post-Black Friday tactics. Columnist Tony Toubia shares strategies to help you engage last-minute shoppers and procrastinators.Receptiv launches first mobile web video ad format built for user experience standards
Nov 20, 2017 by Barry Levine
The company —…

SEO + UX = Success

In the good old days, SEO was simple. You stuffed a page full of keywords, and you ranked number one. Oh, if only it were that simple today! Now, Google (and the other search engines) literally take hundreds of factors into account when determining which pages rank high in search engine results pages (SERPs).This new reality means that elements of user experience (UX) have been rolled into SEO best practices. How easy is your site to navigate? Do you have quality content that makes visitors want to stay and engage? Is your site secure, fast and mobile-friendly?Think of the partnership of SEO and UX this way: SEO targets search engines, and UX targets your website’s visitors. Both share a common goal of giving users the best experience.Here are some common website elements that impact both SEO and user experience.[Read the full article on Search Engine Land.]

via Marketing Land

Private blog networks: A great way to get your site penalized

You may have heard about private blog networks (PBNs) before, but you may not be sure what they are or why they are used. A PBN is a network of websites used to build links (and therefore pass authority) to a single website for the purpose of manipulating search engine rankings. This scheme is similar to a link wheel or link pyramid, as it involves several different websites all linking to one another or to one central website.While these types of schemes were used commonly years ago, PBNs are now considered a pure black hat tactic and should be avoided at all costs, as they can lead to a loss in rankings, or even a manual penalty. PBNs usually provide little to no long-term value to the websites they are linking to.Google has long been fighting PBNs, and businesses caught up in this shady tactic have been made an example of over the years. One such case was the J.C. Penney link scheme that was exposed back in 2011 by The New York Times. As Google gets smarter and develops better tech…