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Showing posts from July, 2018

Special rates to SMX East end soon!

Google’s new Search Console. Site speed as a ranking factor. Voice search. Mobile-first index. Search advertising testing. For more than a decade, hot topics like these have attracted marketers obsessed with SEO and SEM to New York City for SMX® East.Now, it’s your turn: Join your search marketing community October 24-25 for intense training and powerful networking that will shape your career and drive your organization’s success and profitability.Become a better marketer by learning from expertsThe SMX East agenda is hand-crafted by the editorial and programming team at Search Engine Land. That means you’ll get 100 percent unbiased content assembled by some of the brightest minds in the field.During our two-day program, you’ll gain access to actionable, potentially game-changing tactics from sessions that explore the latest technologies and trends.Here are a few of the SEO sessions we’re really looking forward to…A Google Insider’s Guide To The New Search Console, All About Penalties…

Twitter shares how it ranks search results after being accused of shadow banning accounts

After being accused last week of “shadow banning” accounts — a deliberate move to hide an account’s content from everyone except the person who posted it — Twitter said it has since fixed a bug in its search system and shared insights into the ranking factors it uses for accounts in search results.Twitter says Tweets from an account the searcher is interested in rank “highly” in search results, along with popular tweets connected to the search topic, while tweets from “bad-faith actors” (accounts that have been associated with malicious behavior) should rank lower. Marketing Land has reached out to Twitter to clarify what  determines whether a searcher is interested in an account and how long these have been ranking factors in search results. We will update here story when get a response.In response to accusations the company was suppressing accounts in search, Twitter’s head of product, Kayvon Beykpour, confirmed there had been a problem with the app’s auto-suggestion feature for se…

Facebook updates video ad metrics & adds Moat as measurement partner

Facebook is making adjustments to the way it measures video ads, offering a new metric, removing others and bringing in a new third-party measurement solution for video advertisers.Unrepeated watch time reportedBased on feedback from advertisers, Facebook says it is changing the way its 3-second and 10-second video view counts are calculated. Before today, these metrics included time accumulated if a viewer rewound or rewatched a video. Now, the 3-second and 10-second video view metrics will only include unrepeated seconds of watch time.“Businesses have told us they’d prefer that these two metrics only count unrepeated seconds watched to more accurately measure consumption, so we’ll be updating how we calculate these two metrics across all video reporting in Ads Manager and Page Insights to no longer incorporate watch seconds from rewinding,” Facebook writes in the announcement on its business blog.New Video Plays metric & Moat verificationFacebook is also launching a new Video Pl…

Using behavioral design to reduce bounce rate

It comes as no surprise that humans have terribly short attention spans. In fact, a study by Microsoft put a number on it: 8 seconds – less than the attention span of a goldfish. The implications for online marketing are huge. In a noisy and highly competitive online space, you either grab a visitor’s attention the moment they land on your website or lose them – possibly forever.Bounce rate is an important metric for measuring how users engage with a website. It indicates the percentage of visitors who navigate away from your site after viewing only one page.Think of the times when, as a web user, you visited a website and immediately headed for the back button. While the decision to exit the page may have been made unconsciously, the reality is that certain ‘unappealing’ elements on the website influenced that decision. This is the basis of behavioral design. The rationale is that if certain elements of a web page can drive users away, then there must be other characteristics that ca…

Marketing Day: IAB Tech Lab launches hub, how to hack a higher ROI & 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:IAB Tech Lab launches primer and resource hub on ad-oriented blockchain tech
Jul 30, 2018 by Barry Levine
The new offerings are part of the Tech Lab’s efforts to bring the ad community up to speed, define key terms and metrics and separate value from hype.Why AI for PR may be different than AI for marketing
Jul 30, 2018 by Barry Levine
A PR exec sees an essential difference that will keep humans in the game.5 ways to hack a higher marketing ROI
Jul 30, 2018 by Rex Briggs
Contributor Rex Briggs shares a historical and insightful take on how marketers should look at marketing ROI and ways to increase it.7 easy ways to multiply your conversions
Jul 30, 2018 by Digital Marketing Depot
Ask marketers what their goals are, and one of the first things they will say is to deliver a more personalized experience to their customers. This isn’t a goal aimed…

IAB Tech Lab launches primer and resource hub on ad-oriented blockchain tech

The Interactive Advertising Bureau (IAB) Tech Lab has been moving quickly to catch up with blockchain.A week ago, its Blockchain Working Group announced a pilot program that would analyze the results of blockchain-based projects by its 150+ member organizations. This effort will include a white paper that pinpoints the most promising ad-related aspects of the participating projects, sets up some standardization targets and possibly notes which claims are farther off.Now, the Working Group is releasing some explainer documents. There’s a freeBlockchain Technology Primer and a Resources Wiki,both assembled by Working Group participants.[Read the full article on MarTech Today.]The post IAB Tech Lab launches primer and resource hub on ad-oriented blockchain tech appeared first on Marketing Land.

via Marketing Land

Why AI for PR may be different than AI for marketing

Digital marketing and ad platforms are already adding artificial intelligence at a furious pace, providing insights and campaign management once goals are set.If this trajectory keeps up, it’s possible that these campaigns will become the equivalent of the self-driving car: Tell it where you want to go, and then sit back and attend to other business.But public relations — the “free media” part of marketing — has a fundamental difference, according to Karla Jo Helms, founder and CEO of the Tampa, Florida-based JoTo PR agency.[Read the full article on MarTech Today.]The post Why AI for PR may be different than AI for marketing appeared first on Marketing Land.

via Marketing Land

5 ways to hack a higher marketing ROI

We often talk about marketing ROI, or the return on investment in advertising, as if it is a fixed and immutable number.You may have heard the story of a marketing professional at a large consumer goods company headquartered in Cincinnati who famously carried a little card around with the ROI of each media channel printed on it. Whenever a media salesperson pitched a new media channel, this dog-eared reference would be consulted. The marketing pro would compare the ROI of the proposed media to those listed on the card and frequently reject it based on these fixed (and inaccurate) ROI scores.Unfortunately, this anecdote represents a common theme in marketing. Looking at ROI in this myopic way limits the overall potential of your marketing mix to drive higher returns and increased performance for your business.So how should one look at marketing ROI, and more importantly, are there ways to increase it?Assess the returnFirst, let’s lay to rest the idea that a channel or marketing effort …

7 easy ways to multiply your conversions

Ask marketers what their goals are, and one of the first things they will say is to deliver a more personalized experience to their customers. This isn’t a goal aimed solely at increasing conversions; it’s also about meeting customers’ growing expectations.To put this into context, five years ago, people were awed when Amazon could recommend a product they’d love. Today, users expect that Netflix will recommend to them another binge-worthy series based on their tastes.So how does a marketer meet this high demand for personalized communications? The answer is in understanding the power of dynamic content and how it makes static content marketing obsolete.In this free guide, Sharpspring outlines seven simple ways marketers can use dynamic content to connect with audiences in a more organic and personalized way.Grab your copy to find out:How top brands like Netflix and Amazon use dynamic content.The marketing automation features that enable you to deliver personalized experiences.Ways to…

Prediction About Data Usage Post-GDPR

Whether you’re a consumer or a digital business, you couldn’t avoid hearing the words GDPR or consent in the last six months.So, what happens now? Consumers received email consents and opt-in notices, companies made a mad dash to prepare for GDPR compliance and industry conferences covered the topic extensively. Certainly, GDPR has changed business practices, but has it actually changed perceptions around data usage and what companies plan to do in 2018 and beyond?I spent a week at the Cannes Lions International Festival of Creativity asking industry leaders their perspective on this topic. I set out to learn two things:What do you think about data-driven marketing post-GDPR?What questions and concerns are your clients voicing to you about GDPR compliance?I met with TiVo Advanced Media & Advertising SVP/GM Walt Horstman, Spotify Global Head of Advertising Brian Benedik and Apps Flyer Senior Marketing Director Ari Rosenstein. Here’s what I learned.Thoughts on data-driven marketing …

How to use SEO for big ROI during back-to-school and other sales events

While many of us enjoy longer vacations and sunshine during the summer, major retailers spend the warmer months getting ready for the biggest sales events of the year. In fact, many retailers will report more than 50 percent of their annual profits from a single sales event during the coming fall months.In 2016, Alibaba’s Singles Day grossed $17.8 billion in 24 hours, and that figure rose to $25.3 billion in 2017:In the United States, Black Friday and Cyber Monday 2016 sales combinedbrought in $6.79 billion:These events kick off with Labor Day sales (back to school), which is just around the corner, and end with the holiday shopping season.With online merchandise selling out in seconds and competitive price wars getting exceedingly high, it’s no wonder retailers utilize summer months to prepare for eager shoppers.While retailers are focusing on campaigns, commercials, margins and inventory, what can a search engine optimization specialist (SEO) do to help a client’s bottom line? How d…

How Alexa and Siri are changing SEO: AI and voice search

The Internet changes rapidly, which means marketers and business leaders must hurry to change with it. While most Internet searches were once done on laptops and desktops, people are now using their smartphones with similar devices to conduct searches for information, local businesses, products, and services.That shift was closely followed by another somewhat more distinctive shift called artificial intelligence (AI)-assisted voice search.In the past, a smartphone user would need to type a question or phrase into Google or another search engine to get a set of results to sift through. Now, AIs like Siri and Alexa – which reside in smart speakers and on smartphones, tablets, and laptops – have changed the way users are searching for the information, products, and services they need.You can conduct searches with nothing more than the sound of your voice. And that’s rapidly changing the SEO landscape.How voice-assisted search is changing searchesMost people have smartphones these days, a…

Something to hide? The rise of privacy-focused search engines

Many people are comfortable opening up their world to others, some are not. This can even extend to the use of the Internet; some feel uneasy at the thought of somebody watching and analyzing every move to build a profile. And ultimately, when users believe this to be the case, they self-censor and think twice about what they search for and how to word it.In the past the usual question would have been, “what do I have to hide?”. Surprisingly for some (disappointingly for others), the answer is often quite straightforward and benign. For me, it’s simply because I prefer to keep myself to myself, which helps to eliminate a feeling of shyness and preserve the energy it would have otherwise consumed.Times are changingThe major search engines have increasingly pushed the envelope on user privacy, often expanding their surveillance by stating it somewhere deep within the terms of service. Many, often non-technical, individuals may be completely unaware of the scope and scale of data mining …

How To Tackle And Counter Google Search’s DMCA Removal Notice

What do you do when someone copies your original content, be it an image, audio or video?You file a DMCA complaint. Google takes these complaints very seriously and follows it up with strict actions. I have talked about the DMCA earlier, the details of which you can read in these articles:How to remove copied content from Google searchDMCA contact page of popular services to submit a takedown requestWhat to do when people copy your blog contentGoogle has a DMCA transparency page where you can see the number of DMCA requests Google has processed. You can also enter your domain name to see how many DMCA takedown requests have been made against your domain and everything else related to it.Even though Google tries its best to not make mistakes, there can be errors as the DMCA requests are processed by humans. In the video below, let us learn how Google processes the DMCA requests: This is what happened to me this morning when I received an email from Google search saying:“Notice of DMCA r…

Email Studio adds Mail Merge and Email Scheduler Directly in Gmail

Introducing Email Studio, our new open-source Gmail add-on that brings powerful capabilities like mail merge, email scheduler, copier and more to your Gmail mailbox. Unlike other solutions, Email Studio works directly in Gmail and you can even use it inside the Gmail App on your Android phone (with support for iPhone coming soon).Whether you need to send personalized emails to your Google Contacts, schedule emails in Gmail for sending at a later date, auto-forward emails to another address, you can do it all and more with Email Studio. Watch the video tutorial series on YouTube to get started.Email Studio for Gmail – FeaturesHere’s a complete list of modules that are bundled with Email Studio.Mail Merge – Create a Gmail draft, choose one or more Google Contacts and personalized emails will go out to each recipient with having to use CC or BCC.Send Later – Compose an email now and the add-on will automatically send it later at preferred date and time later. You can also set up recurrin…

Marketing Day: Google ads, Facebook revenue growth slows, programmatic creatives & 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:Rookie link-building and content outreach mistakes you won’t make twice
Jul 27, 2018 by Gisele Navarro
Want to shorten your link-building learning curve? Contributor Gisele Navarro lists ways to avoid common mistakes when using email and content to attract links.How to test your programmatic creatives like a pro
Jul 27, 2018 by Grace Kaye
Testing programmatic display creatives is worth your time, says contributor Grace Kaye. Here are two types of tests to implement, the benefits of each and how to use test results to create your next test.Brand Safety Institute debuts to offer new certification programs for digital advertisers
Jul 27, 2018 by Barry Levine
A brainchild of the Trust Accountability Group (TAG), the independent organization will offer a certification program for Brand Safety Officers.Google allows advertisers to buy ads.txt authori…

Rookie link-building and content outreach mistakes you won’t make twice

Link-building mistakes come with the territory: The longer you spend pitching webmasters, the more war stories and link failures you’ll have under your belt.I’ve done many, many linking campaigns and have made my share of mistakes.  Based on my experience, I am not sure which campaign was a bigger epic fail:The campaign where all the email I sent went to the trash folder because I used a term associated with spam in the subject line.The fact I launched a huge content campaign the same day Donald Trump was inaugurated.via GIPHYThese things happen.  Mistakes are a key ingredient of learning, particularly when it comes to link outreach. You will probably make a lot of mistakes and get very frustrated before you learn how to consistently build links with content. It’s all part of the learning process.What if you could skip over the costly learning curve and jump directly into all the link-building lessons without committing all the mistakes?  Would you like to know which mistakes can be e…

How to test your programmatic creatives like a pro

According to Ipsos, over 75 percent of advertising impact is determined by creative quality.And yet, creative messaging seems to be an afterthought next to ad placement and targeting.I get it. Making the perfect creative requires some patience. But if you have the budget for it, testing programmatic display creatives is worth your time. I’m talking consistent optimization, a dramatic increase in performance and insights that can be used in other channels. For the best results, you’ll need to thoroughly test programmatic display creatives.At Brainlabs (my company), we want to know which creatives work best for particular audiences, to maximize performance at the most tailored level. There are two ways we approach testing. Each depends on the objectives and length of the campaign.Creative testingThe first method is to test lots of creatives at one time with the aim of gathering insights. This is typically for short campaign periods (two months or less) with larger budgets. This is great…

Brand Safety Institute debuts to offer new certification programs for digital advertisers

From the Brand Safety Institute/TAG white paper, “Defining Brand Safety” In the days of “Mad Men” and before, ads were delivered into fixed placements that were known in advance.But these are the days of real-time delivery into millions of dynamic contexts, defined by surrounding content and challenged by viewing conditions. So, advertisers find themselves increasingly concerned that their messages are being compromised by factors they don’t control.Toward the goal of re-establishing control, a new organization — the Brand Safety Institute — launched this week in Washington, DC.Formed by Mike Zaneis, CEO of the corporate-focused Trustworthy Accountability Group (TAG) and Neal Thurman, director at Coalition for Better Ads (CBA), the organization intends to help define best practices, provide a certification program for the new role of Brand Safety Officer and offer other kinds of supporting education, training and resources.Zameis told me that, to his knowledge, this is the first organi…

Checklist for performing basic SEO audit

Keeping up with the latest SEO practices can be overwhelming for someone who has just started out as a new website owner. Moreover, making sure that the existing SEO implementations are regularly taken care of as per the latest Google algorithm changes can be a nerve-wracking task for some.To make sure that you are not missing out on them, you have to perform an SEO audit of your website/blog at regular intervals of time. By keeping a checklist handy, you maintain a standard SEO audit task list that makes sure that none of the crucial points are missed out.In this blog post, we will be briefing you with a complete checklist that will help you perform the SEO audit of your website effectively and efficiently.The advantages of having an SEO audit checklist are:Helps you identify the site’s weakest points and work on themHelps you with your site’s off and on-page optimizationHelps you increase your site’s loading speed after you implement conclusions drawn out of the checklistSelf-auditi…