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…)
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.
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…)
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…)
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.
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.
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.
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…)
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?