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Monthly Archives: October 2010

New #MarketingNerds Podcast: Ways Content Can Help A Business SEO Presence with Julia McCoy by @wonderwall7

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By Kelsey Jones

In this podcast recorded at Pubcon Las Vegas 2014, I had the chance to sit down with Julia McCoy. She talks about how she started her company, Express Writers, out of a need she saw for websites and businesses needing great content. In this episode of Marketing Nerds, we cover: Why content is crucial to SEO, the user experience, and more How Julia manages a team that all works remotely Strategies in content marketing and SEO Changes and strategies for content creation in 2015 and beyond To listen to Marketing Nerds with Julia McCoy: Download or listen to the full episode […]

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Firefox 34 Released Today With Improved Search Bar, Yahoo As Default Search Engine by @mattsouthern

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By Matt Southern

Mozilla released Firefox 34 today and with it came several notable updates, namely an improved search bar and the first appearance of Yahoo as the new default search engine. Last month it was reported that Firefox would not be renewing its contract with Google, and instead form a strategic partnership with Yahoo to be the browser’s new default search option. That change comes into effect today, though you’re still able to revert to Google as your default search engine if that’s what you prefer. In addition to Yahoo being the new default, its user interface has been improved specifically for […]

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Is Your 2015 Integrated Digital Marketing Plan Complete?

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By Search Engine Land

The new year is just around the corner and progressive brands are analyzing and prioritizing digital integration in their 2015 plans. In this Digital Marketing Depot webcast, Mike Corak, Executive Vice President of Strategy at ethology, and David Robidoux, Vice President of Marketing at Franchise Services Corporation, will share the key considerations to keep top of mind throughout the planning process. They will discuss research and strategy, integrated tactics v. programs, and full-funnel analytics. Attend this webcast and learn what tactics will help your team successfully plan and execute winning digital campaigns in 2015.

Registration is free at Digital Marketing Depot.

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How To Win At SEO & Content Marketing In 2015

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By Nate Dame

The year 2015 is nearly upon us, and every marketing department is forecasting and planning how to make a new splash next year. How is your SEO strategy looking?

Now is a good time to dust off your (possibly outdated) SEO strategy and get it ready for the new year. Make sure it’s pointed at the right goal, and make sure that goal is understood and adopted across the entire organization: Google says the user is in charge, so — yep, you guessed it — the user is in charge!

Google’s Destination Hasn’t Changed

Many content marketers are confused about what SEO actually is today among seemingly endless changes.

Yes, SEO has changed over the years, but Google has not. Google has always been interested in providing the best results for its users. Period. SEO has only “changed” because too many internet marketers have been looking for the short-term win.

Google algorithm journey

According to Rand Fishkin, Google and SEO don’t change much.

The problem is, all those quick wins (from keyword stuffing to spammy link building) went against Google’s goal of delighting the user, actually making Google.com less appealing to the general public. Bad search results = users go to other search engines. And that hurts Google’s bottom line.

How has Google responded? Panda, Penguin, manual penalties… and the list goes on. As a result, marketers have now developed a healthy fear of going against the Google.

As 2014 draws to a close, even the most stubborn SEO professionals are being forced to recognize that there is no quick win. Google wants to provide the best user experience possible, and you can’t get that by cheating.

SEO Is No Longer A Department (Neither Is Link-Building)

If SEO is not already an integrated part of your overall marketing efforts, it’s time to change your perspective. SEO success depends on an ever-increasing variety of factors, ranging from the popularity of your brand online (whether or not there are links involved) and even to the online impact of your live events.

Solid SEO teams want and need the ability to influence policy and strategies “beyond SEO” — and that can include everything from web design and development to content marketing, marketing technology, social media, branding, PR, corporate marketing and more. Integrating and coordinating these areas with SEO isn’t an overreach – it’s a necessity.

Put True Marketers In Charge Of SEO

The best SEO professionals aren’t necessarily deeply technical or wildly advanced in their understanding of detailed technical algorithms. The SEOs of the future are… marketers! Plain and simple. If you are making a change with your SEO team, hiring an SEO team member, or bringing in an SEO consultant/agency/firm, you must look for that spark of marketing genius.

The best SEO team member is a well-rounded marketer that can connect with audiences in a meaningful way, validate assumptions with real-world tests, and build a rich and engaging sales funnel experience. The SEO expert that will rock 2015 is focused on long-term big wins and steadily building your brand’s audience, not short-term quick tricks or gimmicks.

If your SEO team is made up of strong marketers, encourage them to use their marketing instincts and avoid getting caught up in SEO formulas.

For example, many SEO projects still invest countless hours in discussions of keyword placement and keyword density. But if SEOs spend that same energy on delighting the user (increasing clicks, decreasing the bounce rate), they will be able to realize a significantly greater impact with their SEO campaign.

The biggest risk to your SEO campaign is forgetting about the user and overthinking SEO as a lock-step, formulaic task.

All SEO Formulas Break (Some Sooner Than Later)

The only processes that don’t break are:

  • Processes that offer a tangible benefit to the user. For example, editorial teams that regularly produce content assets, each more valuable than the last.
  • Processes that deliver multiple benefits, not just SEO benefits. This may include activities such as securing a regular executive column in a popular publication. This can lead to direct SEO benefits such as new inbound links as well as numerous other benefits including increased brand exposure, engaging a new audience, thought leadership, etc.

It’s All About The User: What Does That Mean?!

All about the user is a paradigm to listen and watch for. Are your SEO team members and/or consultants making recommendations to improve the user experience? Are they monitoring metrics which quantify the “delight” users experience on your website?

Recommendations that are very technical in nature, with no metric attached to prove their value to the user, are red flags. Cater to the user, not the Googlebot.

Creating an engaging, resourceful, helpful website that allows users to complete the tasks they came for is the foundation of a strategy that attracts Google’s attention.

If your SEO is going to work, it can’t be a small silo near the marketing department (or the IT department or wherever it’s been stashed in your organization), and it can’t be about quick-wins and cheap shots.

Effective SEO — SEO that is working with Google instead of against it, that will withstand algorithm updates and marketing fads — is marketing, customer service, sales, PR, branding, and web development. 2015 is the year to take a step back, broaden the perspective, and finally get SEO really working for you.

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Google Pirate: What It Means for Web Content by @JuliaEMcCoy

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By Julia McCoy

It’s expensive going to the movies these days. With movie tickets costing around $10 per ticket for late night shows, and theaters charging top dollar for popcorn, soda, and candy, you can easily drop nearly $40 on a movie date for two. Sadly, that doesn’t even include going out to dinner. As movie expenses continue to climb with the release of 3D technology coming to theaters, people are resorting to downloading movies from torrent sites to save a buck. Why pay a pretty penny for that new action movie when you can just download it and watch it at home? […]

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An Inside Look: How Our Agency Manages a Worldwide Workforce by @IAmAaronAgius

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By Aaron Agius

At LouderOnline, we develop digital marketing strategies that include everything from SEO to content marketing to growth hacking for clients around the world. But no matter what particular combination of techniques we recommend or what industry the clients we serve operate in, the one consistent challenge we face is the need to create content – and lots of it! Our campaigns often include blog posts, infographics, social media updates and more, depending on the client’s unique objectives. To meet these needs, we rely on a team of top freelance workers based all around the world. One of the great things about the […]

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How Video Reviews Can Help You Acquire More Customers: An Interview With Nate Kelly by @johnrampton

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By John Rampton

A big thanks to our Pubcon 2014 sponsor, LinkResearchTools, your off-page SEO toolkit. Link Detox: Recover – Protect – Build. At Pubcon 2014 in Las Vegas, I had the opportunity to sit down and talk with Nate Kelly of Vertical Measures about the power of video reviews and how they can help you acquire customers. Nate is a huge proponent of video reviews, having written a lot about how they can be good for business. Why should businesses be interested in producing video reviews? What can businesses get out of them that can improve their bottom line? These are some […]

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Bing Adds Carousel For Local Searches After Google Drops The Feature

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By Barry Schwartz

Bing is now using a carousel format for their local search results user interface. If you search Bing for local related queries, such as pizza, you will see local results placed in a black bar, that you can navigation through, to find local pizza stores.

Here is a picture:

Bing started using the carousel format back in October for movie listings.

This change comes shortly after Google dropped the carousel user interface and went to a local 3-pack set of results.

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Call Analytics Platforms – New Market Intelligence Report

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By Search Engine Land

Our sister site Digital Marketing Depot recently released a new Market Intelligence Report, “Enterprise Call Analytics Platforms 2014.

Smartphone ubiquity has changed the way consumers communicate with brands. It is also now changing the way brands view the telephone as an inbound marketing channel. As consumers increasingly use their smartphones to research, browse, and connect with businesses, brands are developing a newfound respect for the inbound call as an integral part of the conversion path.

This report examines the current market for enterprise call analytics platforms and the considerations involved in implementing this technology. If you are considering licensing an enterprise call analytics platform, this report will help you decide whether or not you need to. It provides relevant statistics on market growth, developing market trends, recommended steps for making an informed purchase decision, and profiles of ten leading enterprise call analytics vendors.

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Google Redesigns Maps, Adds OpenTable Reservations, Uber Estimates

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By Greg Sterling

Google continues to evolve its Maps for mobile. It has gone well beyond the rudimentary local search and navigation product it once was and become an increasingly sophisticated local discovery tool with and array of content types and improved functionality.

Now Google has made Maps more “actionable” with OpenTable reservations and Uber pickup and price estimates built into the app. For the Uber functions to work users must have the Uber app pre-installed.

Screen Shot 2014-11-05 at 12.29.31 PM

The entire Google Maps app (for both Android and iOS) has also been redesigned to be consistent with the new look of Android 5.0 (Lollipop) and Material Design. It’s a richer visual environment and provides more opportunities for engagement and content discovery. Screen Shot 2014-11-05 at 12.28.55 PM

On the one hand Google Maps competes with “local search” apps such as Yelp, Foursquare, YP and others but it’s also competing with TripAdvisor in travel, as well as myriad other vertical startups. One such restaurants category startup I discovered yesterday is Reserve.

Google Now and the entire Google-Android user experience are part of the holistic approach Google is taking to mobile, location and travel. Accordingly it has advantages over stand-alone products such a Foursquare or Yelp or Apple Maps. But it’s equally true that Google Maps hasn’t yet become a true replacement for apps such as Yelp or TripAdvisor.

I’m also waiting for Facebook to finally launch a stand-alone Places app that will give all of the above a run for their money.

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