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Showing posts from March 16, 2020

Let’s let “KPI” die and practice what we preach

“Key performance indicator”, KPI sounds like a phrase concocted in a lab or something that a teen came up with trying to add more words to their high school term paper.But we use “KPI” all the time — myself included — mostly because that’s what we’ve heard other people say.But I’m calling it. It’s time to retire “KPI” – Even though this article could be a dangerous drinking game if you sipped every time you saw the acronym.But why?Let’s start with the fact that thousands of people don’t even know what it stands for. Check out these monthly search volume numbers for KPI-related keywords.Source: Keyword SurferAs marketers, we know better than anyone that we need to speak in plain, easy-to-understand terms. And if you’re thinking, “the people searching this aren’t our potential clients”, then here’s a surprising data point.A survey of 300+ business owners revealed only 40% knew what KPI meant. For context, 70% knew what domain authority was, and 58% knew what a backlink was.KPI, a widely…

COVID-19 and corporate social responsibility in search engine marketing

On Jan. 31, US Secretary of Health and Human Services, Alex Azar II, declared a public health emergency in response to the outbreak of the 2019 Novel Coronavirus (COVID-19). Consistent with the latest news fromthe CDC (as of this writing on March 11), which states, “This is an emerging, rapidly evolving situation,” many US businesses and digital marketers have already seen the impact of the COVID-19 on paid search planning and execution.First and foremost on marketers’ minds, and in the minds of our clients, is the health and safety of our employees, our respective clients, and the international community at large. If you are sick, self-isolate, or work from home, if possible.. The CDC recommends that you wash your hands for at least 20 seconds. Use common sense and good judgment when traveling, both domestically and internationally, and fact-check the source of any information you find online about the coronavirus – the CDC is at the forefront of information dissemination for this vi…