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Showing posts from October 30, 2018

5 UX tips for better SEO results

When Google’s Search Quality Senior Strategist Andrey Lipattsev was asked about Google’s most important ranking factors, he gave three: content, links, and RankBrain.We’ve known for a long time that links impact websites’ search rankings and Google has for a very long time emphasized the importance of quality content. What is RankBrain all about, however? Unlike content and links, RankBrain is influenced by behavior metrics that indicate that users actually find a site to be useful. These behavior metrics, more than anything else, are influenced by the usability of your website — in other words, user experience (UX).If you’ve been focusing on content and links at the expense of user experience, you won’t be able to maximize the performance of your website in the search engines. The following five UX tips will give you an SEO advantage.1. Work on your site’s mobile compatibilityGoogle hasn’t hidden the fact that it pays a lot of attention to a site’s mobile compatibility. Anyone who ha…

Advertisers can now use CPM bidding to buy Quora ads

Quora has added impression-based bidding to its ad platform. Quora advertisers can now use CPM (cost per thousand impressions) bidding to buy advertising. The question and answer platform announced the new feature Tuesday.Why you should careImpressions-based bidding opens up Quora to advertisers whose primary goal is reach and awareness rather than direct performance.With the addition of CPM bidding, advertisers now have three different ways to buy ads on Quora ads. Advertisers can also buy ads on a CPC (cost-per-click) basis or use Quora’s automatedtarget CPA (cost per action) biddingfor conversion-optimized campaigns.“For performance-based advertisers,” Quora says, “We recommend testing CPM bidding in addition to cost per click (CPC) and Conversion Optimized Campaigns you might already be running on Quora if you want to increase your reach.”More about the newsQuora has been steadily rollingoutenhancements to its ad platform since launching in 2017.Earlier this month, the company intr…

Despite 280-character expansion, short Tweets are still the norm

Since doubling character limits for Tweets to 280 characters a year ago, Twitter says people are still keeping their Tweets short and replying more often. On Tuesday, the company released a list of trends it has noticed since upping character limits. After analyzing how Tweets have changed since character limits doubled, here’s what Twitter learned.Tweets are shorter. Twitter says the most common length of a Tweet now is 33 characters, and that only three percent of global Tweets are over 190 characters. Only one percent of English Tweets reach the 280-character limit.Not only have Tweets remained brief, but Twitter says more people are using “please” and “thank you” in their messaging. The company says there has been a 54 percent increase in the use of the word “please” and a 22 percent increase for “thank you” since doubling character limits.(Whether or not people are actually nicer on the platform is up for debate. The amount of abusive content is still an issue for Twitter — so mu…

How to boost search rankings using only your internal linking strategy

Links, even within a website, show relationships between content. They transfer value and importance between pages.Even more importantly, internal links define your website’s structure. They help users to navigate and search engines to understand your website. A healthy internal linking strategy makes it easier for your pages to be indexed and to rank, as well as increasing click-through rates and conversion rates for visitors who can find what they are looking for.Before we start looking at three ways to boost your SERP rankings, let’s take a look at some of the basic principles of internal linking:The more links a page receives, the more value Google gives it. Just like external links indicate an overall value with regard to other pages on the web, internal links help Google determine the importance of a page with regard to the other pages on your website.Internal links are so important that Google now considers that 1000 is a “reasonable number” of links per page. Don’t forget that…

Marketing Day: Holiday ad campaigns, LinkedIn Sponsored Content, CRMs in a CDP world

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:5 ways to make your holiday advertising campaigns more profitable
Oct 29, 2018 by Jacob Baadsgaard
It’s time to start thinking about a holiday advertising strategy to reach the right customer base.LinkedIn Sponsored Content can now be tracked via Google Campaign Manager
Oct 29, 2018 by Amy Gesenhues
The Google Campaign Manager integration will support LinkedIn Sponsored Content for video, carousel ads, lead-gen forms and more.Is there a place for CRMs in a CDP world?
Oct 26, 2018 by Barry Levine
Pre-sold sales, unstructured data, multi-channel orchestration, clean identities with historical data are changing the terms of customer relationship tools.Recent Headlines From MarTech Today, Our Sister Site Dedicated To Marketing Technology:Latest version of Facebook’s Marketing API gives details on why ads fail to run
Oct 29, 2018 by Amy Gesenhues

5 ways to make your holiday advertising campaigns more profitable

For retailers, it seems like the holiday shopping season starts earlier every year. If you’re an e-commerce retailer, that means it’s time to start thinking through your holiday advertising strategy.There are a variety of tricks you can use to reach the right customer base and give them an online shopping experience that will not only win you their business now, but for months and years to come.1. Get back to basicsAs with any online advertising campaign, you need to understand what makes your business unique to effectively market yourself to potential customers.What’s your unique selling point? Price? Convenience? Range of products? Emotional appeal? Warranty?People can usually find what you’re selling somewhere else with a quick search and a few clicks so you have know what makes your company worth buying from and focus on that selling point.Your unique selling point may not work for everyone, but during the holiday season, there are enough buyers that you can focus your advertising…

LinkedIn Sponsored Content can now be tracked via Google Campaign Manager

LinkedIn announced on Monday it is adding Sponsored Content to the available ad units that can be tracked by Google’s Campaign Manager.Why marketers should careEarlier this year, LinkedIn introduced an integration with Google Campaign Manager for a few of its ad formats. On Monday, the company added Sponsored Content to the list of available ad offerings integrated into the Google Marketing Platform, making it possible to track Sponsored Content in the form of video, carousel ads, lead-gen forms, text ads and “Spotlight” Dynamic ads.The measurement integration with Google Campaign Manager “not only allows you to (1) see LinkedIn ad performance alongside the rest of your paid spend, but also (2) get attribution for your LinkedIn ads across all impressions and interactions, measured in a cross-device and cross-platform manner,” wrote Taylor Greason on the LinkedIn Business blog.Adding Sponsored Content to Google Campaign Manager will offer marketers a wide-range view of their LinkedIn a…