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Showing posts from June 18, 2018

ClickZ Enterprise SEO Tools Buyers Guide: Ahrefs Review

ClickZ, Search Engine Watch’s sister site, has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers to make better decisions about vendors.The second guide in the series is dedicated toenterprise SEO tools.With $80 billion predicted to be spent on SEO services annually by 2020, these software packages play a vital role in helping marketers derive insights from masses of data.The core component (60%) of the ClickZ SEO tools vendor guide scoring comes from our customer survey, which received over 1200 responses and evaluated technologies across the following six areas:Scores were awarded across 36 sub-categories, with six grouped under each of the categories highlighted in the image above.A further 20% of the scoring came from the ClickZ expert advisory board, which features representatives from Vodafone, LEGO, GroupM, and Macy’s.The author attended interview sessions with …

How researching B2B influencers can deliver actionable intelligence

In my last article, I talked about the opportunity that B2B brands have with influencer marketing, leveraging the 1:9:90 Model of Influence.The next step in this approach is to research and analyze the influencers’ behaviors, media consumption and conversational trends — what are they saying, what are they reading? Doing so will help you forecast and predict what’s top of mind for them today, tomorrow and in the future; and then build a content strategy and engagement plan that will produce results.What you should be looking for in your researchRather than analyzing hypotheticals, I wanted to highlight a real example that illustrates the types of data you can extract from researching influencers. We did a quick and accelerated analysis to find influencers on the topic of blockchain and cybersecurity.Using proprietary methodology and technology, we identified close to 600 influencers who have written and/or talked about cybersecurity within the context of blockchain over the last three…

Martech + Ad tech, Part 1: The tools to transform insight into action

Every marketer knows how important it is to collect data and use it to inform strategies and analyze performance.But the collection and parsing of data is only one side of the marketing equation. If the data isn’t being leveraged effectively, the value of accumulating it is negligible.Marketing technology (martech) and advertising technology (ad tech) are converging from every direction, at a maddening pace. So much so that David Daniels of The Relevancy Group coined the term “MadTech” to capture the right tone.And despite the constant change and complexity, marketers now have the tools they need to take immediate, impactful action on the data they collect. Better yet, because that action is data-driven, it is by default aligned with customer-centricity.[Read the full article on MarTech Today.]The post Martech + Ad tech, Part 1: The tools to transform insight into action appeared first on Marketing Land.

via Marketing Land

Is your customer the unifying thread? How to do martech right

In 2011, I worked with a large tech firm on their martech stack. This was years before marketing operations (MO) was cool or the term martech or stack was in play.During our meeting, my contact handed me a single sheet of paper with 20 different logos representing all the technologies they used to support marketing. Her question was, “What should we keep and what should we get rid of? Also, keep in mind that this will be a battle to get alignment on any changes.”I picked up the sheet of paper, took a look at the logos and replied, “I have no idea.” She was a bit taken aback; after all, I was supposed to be consulting with her on this.However, like many tech stacks, this one was put together over time and based on many different goals with many different owners. Without a unifying thread with which to make decisions on what stays and what goes, how things are used and how they are integrated, there wasn’t a chance that this tech stack would ever be anything but a set of disparate, cost…

Google announces new features for retail advertisers at SMX Advanced

Google announced several new advertising features for retailers and brand manufacturers during a keynote discussion with Surojit Chatterjee, who leads product for Google Shopping, at SMX Advanced in Seattle last week.The announcements include features for local selling, price comparisons and an update on Google Shopping Actions. Here’s a look at some of what was discussed onstage in Seattle.Product price benchmarks for Shopping advertisersAdvertisers running Google Shopping campaigns will be able to compare their product prices against those of competitors. Advertisers can then use that comparative data to inform their bidding strategies on specific products — bidding down products that can’t compete price-wise and bidding up those that can, for example.Additionally, the data will allow them to better understand and adjust to performance changes caused by competitor price changes, and they can also employ the data for internal decisions about pricing.The price benchmarks reporting wil…

Eight steps for a bulletproof local search strategy

Appearing in local searches is something businesses need to be taking very seriously. The rise of mobile has made this concept even more prevalent. In fact, a study by Googlefound that 88% of ‘near me’ searches were conducted on a mobile device.It’s important to realize that ranking on a local search (in any capacity) is no overnight job. Local SEO is extremely competitive and when it comes to any sort of SEO strategy, there is one thing to keep in mind: it changes constantly.There are many different factors that come into play when etching out a name for yourself in the local market. Here are eight fundamental steps to get you started.Prioritize titles and meta description tagsTitles and meta description tags are customizable elements that let users know what your website, or webpages, are about. Remember, most users scan the results of online searches very quickly, so these descriptions should be concise and easily absorbed.When looking at title tags:The typical title length is betw…