Uber Case Study: Customers Should Drive Search Marketing

, January 29, 2015
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Uber Case Study: Customers Should Drive Search Marketing

 

As more marketing dollars shift from offline efforts to online, the need for skilled search marketers is increasing. And as the demand for Internet marketers rises, the job responsibilities will continue to evolve.

While in the past high rankings and a strong PPC impression share might have been enough to deem a search marketing campaign successful, as online becomes a larger share of a company’s market, traditional methods are no longer good enough.

According to a recent survey conducted by SurveyMonkey on the ridesharing industry, Uber, the ride-hailing company everyone loves, has the highest brand awareness when compared to any of its ridesharing competitors. And according to the results, this translates into lots of customers and high conversions. It’s safe to say that Uber’s marketing team is doing a enviable job at scaling awareness of their product all over the world, and they truly seem unstoppable.

However, there is one marketing channel that has some potential for improvement: search. As anyone that who regularly follows the news knows, Uber has faced some pretty significant legal challenges, including a couple of drivers who have allegedly committed violent crimes against customers.

Uber, understandably, may not want to address some of these concerns in their search snippets. But unanswered negative perceptions about their company could be costing them clicks; especially when some of the negative news is right on the search page. (more…)

7 Modern Marketing Frameworks Every Startup Needs to Know

, January 29, 2015
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As a young marketer navigating the digital landscape, I love frameworks. Not only do they help me plan and prioritize, but they help me visualize how everything I’m working on fits together.

No, I won’t be talking about (and I’m looking at you, classically trained marketers) the 4Ps, Porter’s 5 forces, or SWOT analyses. Sure, those frameworks have their place, but they don’t provide much direction for startups looking to focus their energy on growth. Plus, they’re getting pretty old.

The frameworks below were developed by modern marketing gurus. Together, they’ll help you make a growth strategy, select traction channels, and influence your customers’ behavior.

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Deindexed on Google? Get Back Your Place in Record Time

, January 29, 2015
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After almost every algorithm update from Google, most of the websites find it hard to keep their place in the search engine results. Getting deindexed on Google surely isn’t a good news for any business having online presence. In recent times, it’s essential for websites to have a solid presence on the search engines.

Researches have shown that 60% of the direct traffic come from organic searches. Hence, if Google deindexes your website, it will surely have a negative impact on your sales. There might be many reasons for this and it’s better for you to avoid them. But once you have been deindexed, there’s no use lamenting over it and wasting your precious time. You should initiate the efforts that can help you get back the place on Google as early as possible.

But what are the best ways to do that? (more…)

How to Tell if Your Site Has Been Hit with a Google Penalty

, January 28, 2015
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Google has been drastically updating its algorithms for the past few years. These updates were implemented to give users the best possible answers to their search queries and provide the best user experience (UX) possible. The resulting Google Penalties became necessary as Search Engine Optimizers like myself grew more sophisticated at finding ways to leverage things like links and targeted content to boost rankings and organic traffic.

The major updates of Panda and Penguin drastically changed the landscape and actually penalized sites for bending the rules and not completely following Google’s Guidelines. These updates are now engrained in the ever-changing algorithm set, continuing to penalize more and more websites every day.

There are two ways in which a site can be affected by these updates: a Manual Action or an Algorithmic Penalty. (more…)

How to Boost Your Local SEO Rankings with Google+

, January 28, 2015
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It should go without saying that a company’s Google+ Page signals (ie. any Google property’s signals) have a significant impact on its organic — and more specifically, local pack — results. And while many discredit the “influence” of Google+, the simple fact is that studies of SERP ranking factors continue to highlight the influence Google My Business signals (and therefore Google+) have on your company’s organic rankings.

Google My Business makes it easier than ever to manage your company’s presence on Google. But setting up an account and a Google+ Business Page is not enough to keep your business ranking in the coveted Local Pack. A little bit of time invested in the following steps will help you reap the SEO benefits of Google+ and maintain your local rankings in 2015 and beyond.

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5 SEO Tools To Make Your Life Easier

, January 28, 2015
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Having SEO knowhow is one thing, but being able to implement this knowledge effectively is on a completely different level. The right information does wonders for running a successful SEO strategy.

With my experience in SEO, I’ve discovered and experimented with a variety of tools that have each used different techniques for improving the way you approach SEO. While few have stood the test of time, there are a particular few that I am constantly going back to.

Keep reading to find out the 5 SEO tools that can make your life easier.

5 SEO tools that can make your life easier

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9 Clever Ways to Repurpose Content and Gain More Leads

, January 27, 2015
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Nobody likes a “set it and forget it” attitude, so why are you doing it with your content?

Content marketing is about creating valuable and engaging content that aims to drive customer interaction and interest in your business – But the reality is that not everyone is interested in the same type of content, even if they are interested in the same topic.

9 Clever Ways to Repurpose Content and Gain More Leads

 

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Easy SEO You Can Do for Your SaaS Website Right Now

, January 27, 2015
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Easy SEO You Can Do for Your SaaS Website Right Now

Keyword research, competitor keywords, blogging, content marketing, posting to Quora and Linkedin to generate traffic to your website… Wait a sec.

Have you looked at your main website lately?

Of all the ways you can get SEO to help your top-of-the-funnel traffic, I’m surprised over and over again that very few companies take advantage of the easiest and most logical win of all.

Real, fundamental SEO doesn’t require cutting-edge or tricky SEO smarts. It’s actually a really easy thing to do. And, it’s so often overlooked it’s almost appalling. (more…)

Fantasy Football Skills And Your Digital Acquisition Funnel (Part II)

, January 27, 2015
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If you haven’t read Part I of this series, this entry is only going to make half sense, so I would highly recommend that you read it. In our first installment, we discussed the importance of making data driven decisions in both your Fantasy Football management and your marketing mix. We reviewed how the theories behind statistical significance will impact your advertising decisions for search, display and remarketing.

Part II is designed to help marketers develop the correct testing mentality and provide a usable process for data collection. What questions do we have to ask ourselves in order to determine usable solutions to content and retention improvements?

  • What are my key performance metrics for both content and retention marketing?
  • What tests can I implement to collect the right data?
  • How do I determine if this data is reliable enough to make decisions?fantasy-football-digital-acquisition

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ICYMI: Popups in Marketing, Hreflang & Your Digital Acquisition Funnel

, January 26, 2015
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Last week we featured articles on the rise of popups in B2B and B2C marketing, the ultimate Hreflang guide, and what Fantasy Football managers and marketers have in common.

Forget to read any of these stories? Keep reading after the jump. (more…)

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How to Rank YouTube Videos on the First Page of Google

, December 30, 2014
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How to Rank YouTube Videos

I’ve been using videos to market our startup Process Street for the last few months and have been getting some great results with video bringing in a steady flow of views, leads and customers

Now you might already be aware that video is an important marketing tool in today’s online world, that’s why products like PowToon exist, but the way I use video might be a little different. See I’m not using video in a traditional sense of putting it on my website and using it to convert customers or explain ideas (although I do that too), I’m actually using these videos as pieces of content to rank in Google to bring in organic search traffic. (more…)

9 Tips to Increase Customer Lifetime Value with Customer Service

, December 30, 2014
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Customer Lifetime Value (CLV) is one of the most meaningful metrics for a SaaS business you can find. It can help you determine your customers’ loyalty, the potential revenues you might be able to generate from them and how far could you potentially invest in promotion to retain your customers.

How to magnify customer lifetime value

For SaaS businesses it’s important not only to develop tools to measure CLV but also to define strategic goals for raising it. In this article we offer some of the best techniques to improve CLV with the use of customer service tools and techniques. (more…)

The Best of the SEMrush Blog in 2014

, December 31, 2014
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Hello, dear blog readers!

I can’t believe another year is in the books. 2014 was my first complete year as the SEMrush blog editor, and it’s been a pleasure to manage this space.

This year we featured some big-name contributors and many up-and-comers, saw our community grow, and experienced a 59% growth in sessions on the blog in the last six months alone! You — the contributors, readers and commenters — make the blog what it is, and I’m so grateful to be part of it.

Winding down on the last day of the year, we wanted to share with you 10 of our most popular blog posts for the year. Enjoy, and see you in 2015!

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Happy New Year from SEMrush!

, January 1, 2015
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NEW-YEAR

SEMrush would like to wish you a happy and prosperous New Year! Cheers to 2015!

10 Ways To Uncover Hidden Backlinks You May Have Overlooked

, January 2, 2015
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Link building is one of the most important SEO skills. However, successful link building changes on a consistent basis, and it’s important you adapt and upgrade your skills on a regular basis.

Link building is much more than simply finding the right links; it’s actually a unique blend of knowledge, content creation and understanding the psychology behind linking. In order to obtain high-quality links today you have to be much more creative.

Beyond typical link building strategies, it’s crucial you dig deeper to truly uncover hidden gems that most companies are overlooking. If you’re looking for a way to stand out from your competitors, finding hidden and more secluded backlinks will be your holy grail.

In this post I’m going to explore where these hidden backlinks are, and how you can use them to increase your rankings. (more…)

Food for Thought Friday: Humor in Marketing & Top SEO Blogs

, January 2, 2015
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Happy New Year! Hope 2015 is off to a great start.

To close out this holiday week, I wanted to share two articles with you: how “boring brands” used humor in their marketing to stand out, and the top 10 SEO blogs you should be reading in the new year.

Read more after the jump. (more…)

5 PPC Pitfalls that Kill ROI

, January 5, 2015
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PPC is a lot like the classic scene from Indiana Jones and the Lost Ark: one minute Indy is waltzing through the carefully laid booby-traps, the next he’s running for his life.

How big is this boulder? On average, $3,600 in wasted spend per year, hours of frustration, and hundreds of missed opportunities to engage transactional users (who could become brand evangelists). Yet there are ways to avoid the giant boulder that is failed PPC campaigns, and the best way to start is to know how it’s triggered.

While there are many factors contributing to the success or failure of a campaign, they all stem from five root causes. (more…)

10 Things Digital Marketers Should Be Doing in 2015

, January 5, 2015
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Another eventful year comes to an end and it’s time for marketers get ready with new tools and strategies to welcome in 2015.

Now is the time for getting a step ahead of your competitors.

Over the last decade, technology has changed at a furious pace while simultaneously; our customers grew savvier about SEO and subsequently, more demanding about their results.

2015 is shaping up to deliver us even more cost-conscious customers who better understand the ROI they should be getting from their SEO services. Are you ready?

10 things all digital marketers should be doing in 2015

These 10 tips will help you step-up your game 2015 and give you the jump on your competitors for the coming year. (more…)

Yahoo Ascending: Why Marissa Mayer Will Have a Happy New Year

, January 5, 2015
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They say you always remember your first time. I did not even notice mine. It was only the second time when I noticed something was different. It took me a moment, but then it hit me — I was searching Yahoo, not Google.

Firefox had updated my default search engine.

I knew this day would come. I spend enough time keeping up with the Web that I knew Firefox was ending its 10-year marriage to Google in the USA and eloping with Yahoo for US-based searching (no divorce in Europe — the Internet makes strange bedfellows). I just didn’t know that it would affect my default settings.

So the deal means that not only will all new Firefox downloads come with Yahoo as the default search engine, but so will all current Firefox installations. Or does it? There seems to be some disagreement on this point.

Just how much of an advantage does this give Yahoo? Well, that is somewhere around 10% of the market. It is not a lot, but it is not a little either. (more…)

ICYMI: Best of, How to Rank Videos & Backlink Analysis

, January 5, 2015
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Welcome back! We hope you’re ready for the first full week of 2015. Let’s get started.

Last week we featured articles on the best of the SEMrush blog for 2014, getting YouTube videos to rank on the first page of the SERPs and a case study on competitive backlinks.

Did you miss any of these stories? Then keep reading. (more…)

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