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Showing posts from July 23, 2019
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Why CMOs should care about digital policies

As a CMO, you see your C-suite colleagues as smart people with lots of common sense. That’s especially true when it comes to business or finance. But C-suite business savvy doesn’t always translate into digital smarts. And it’s why your colleagues can sometimes do things that place the company’s reputation on the line. Consider these examples:When a video of a passenger being dragged off a United Airlines plane by security because he wouldn’t give up his seat to airline maintenance workers went viral, you’d expect the company to issue a heartfelt apology. Instead, CEO Oscar Munoz praised employees in an email for following proper procedures.Fashion designer Kenneth Cole’s tweet during the political upheaval in Egypt in 2011 may have been intended to be tongue-in-cheek, but the backlash was anything but. When he Tweeted, “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is available online at ….”, the Twitterverse responded with a rage that only the Twitt…

Five biggest misconceptions about PageRank

Google’s PageRank is one of the metrics that started it all. It was present in that very first research paper, that laid a foundation for Google’s entire ranking system.PageRank figures out the importance, credibility and “weight” of a webpage, based on the type of backlinks that the webpage gets. It’s a system analogous to academic quotations. So the more robust your backlink profile is, the more appropriate and authoritative backlinks you receive, the higher your chances to rank.We all know perfectly well what importance good backlinks have. The weight assigned to the page due to its backlink profile can make or break the ranking. And ever since PageRank was first adopted, the SEO community started trying to optimize for it. So it goes, they adopt, and we adapt.During its long history as a vital ranking factor, PageRank was surrounded by a multitude of misconceptions. In this article, I will address some of the most prevalent ones.1. PageRank as a metric is too old to matterPageRank…