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Monthly Archives: January 2015

Social Media Fails: How Not to Ruin Your Campaign by @Lingo24

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By Christian Arno

It seems like everyone’s into social media marketing these days. Social marketing budgets are set to double over the next five years, although there continues to be a certain amount of confusion about exactly what a campaign can and should be expected to achieve. On the one hand, social media has given businesses a whole new way to engage with their customers. On the other, it can be difficult to measure the effectiveness of an individual campaign or ongoing social strategy in terms of a straightforward ROI. A CMO survey found that marketers were increasingly moving away from purely financial metrics […]

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Google Improves Crawling and Indexing of Location-Adaptive Pages by @mattsouthern

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By Matt Southern

Pages can be designed to adapt to a user’s specific location, showing different content to users in different parts of the world. While these types of pages are great for searchers in different countries, they presente crawling changes for Google. Since Googlebot uses US IP addresses, it may not be indexing all content on location-adaptive pages. To combat this challenge Google has introduced improvements to Googlebot that will give it the ability to detect when its crawling location-adaptive pages. These improvements include geo-distributed crawling, and language-dependent crawling. With geo-distributed crawling, Googlebot would start crawling a page using IP addresses that […]

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Google Agrees To Change Privacy Policy In UK by @mattsouthern

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By Matt Southern

Google has agreed to change its privacy policy in the UK with respect to how it gathers personal data, the UK’s Information Commissioner’s Office announced today. The changes to Google’s privacy policy will reflect the requirements of UK’s Data Protection Act, a document that outlines the ways in which data must be collected in order to not compromise the privacy of users. UK’s Information Commissioner’s Office has taken issue with Google’s privacy policy since the update in 2012 that combined the privacy policies across all of Google’s services into one. The commissioner’s office argues that this policy was too vague […]

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SearchCap: Bing’s Awesome “Super Bowl” Search Results, Splunk For SEO & Google Analytics New Word Count Query

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By Amy Gesenhues

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

Search News From Around The Web:

Industry

Local & Maps

Search Marketing

SEM / Paid Search

SEO

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Search “Super Bowl” & See The Best Search Results Page Bing Has Ever Had

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By Matt McGee

That’s what it looks like if you do a search for “super bowl” on Bing. (You can click the image to see a bigger version if it helps. I’ll be commenting on the numbered items above throughout the article below.)

I know, as a longtime SEO consultant, that I’m supposed to hate all of the content on the page and how far down the “10 blue links” have been pushed and how much traffic sports-related websites are probably losing because there’s so much content and so little need to click to another page … but I think this is the single greatest page of search results I’ve ever seen on Bing. Here’s why:

Left-Side Content

The top of the main search results content block starts with basic game info (#1 on the image above) that, by now, we’d all expect on any search engine. Indeed, Google and Yahoo have very similar boxes.

Bing’s answer box goes way beyond Google and Yahoo, though. It’s got a game prediction from the often correct Bing predictions tool that adds some color to the game matchup. (#2 above) Oh, and there’s an affiliate link for “Tickets” that leads to SeatGeek.com. I can do without that, but whatever.

Then there’s data from Stats LLC showing some of the key players (#3 above) in Sunday’s game, including projections on two “game changers” — Rob Gronkowski and Marshawn Lynch — and season leaders from both the Patriots and Seahawks.

It’s fantastic.

Below that, the left side of the page finally gets into the news links (#4 above), website links and more — including a block of videos for Super Bowl commercials, even though I didn’t specifically search for commercials. Smart move, in my opinion, because those commercials are one of the main reasons a lot of people watch the game in the first place.

Right-Side Content

Bing’s search results page gets even more interesting over on the right side of the page.

It starts with a big block of data (#5 above) from the Bing Snapshot product. In this case, Bing’s telling us how to watch the game — including a link to NBC’s free, online stream. (Google Trends tells us that searches for “super bowl live stream” are way up at the moment.) Bing even tells us who’s singing the national anthem and at halftime. Great touches.

A little farther down the Snapshot content is a series of four factoids about each team (#6 above). It’s got a quote from each team, an “X factor” player, a “Question mark” and a “How they’ll beat” the other team statement.

bing-superbowl-3

Here’s what’s interesting about this: Someone at Bing has written this content specifically for the search results page. I’ve asked Bing to tell more about this, but they haven’t answered yet. But I know this: Do searches for the exact phrases in this section — like “Will All-Pro TE Rob Gronkowski get open against Seattle’s Legion of Boom secondary?” — and you won’t find them anywhere else on the web in that exact wording. Bing credits the Snapshot data to Wikipedia and ESPN, but neither have the exact phrase “Will WRs Doug Baldwin and Jermaine Kearse be able to get open downfield against New England’s formidable CBs?” That’s original text on Bing’s part.

After that, the right side has things like related searches, related images, a couple ads and it ends with a recent Super Bowl-related tweet (#7 above).

What About Google?

Google’s search results page for the same query this morning is nothing like Bing’s. It’s kind of shocking that such a popular cultural event only gets a basic Onebox treatment on Google, followed by the standard news and website links.

google-super-bowl-2015

Google isn’t even showing video or image results for this query.

Final Thoughts

As someone who publishes a couple websites, I’m normally not a fan of seeing search engines put so much content above search results like this — especially at the expense of online publishers providing that content. My U2 website is no doubt starting to lose traffic now that both Google and Bing are showing song lyrics right in the search results. Ugh.

So I understand why many of our readers won’t like the kind of search results page that Bing is presenting here for “super bowl,” but I like it. I think this is an amazing search results page. The best I’ve ever seen on Bing.

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Google Now Cards Integrated With Third-Party Developer Apps

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By Barry Schwartz

Google announced that Google Now on Android can integrate with some of your favorite Android Apps. For example, instead of just showing you traffic alerts from Google Maps, or weather, or your flight times – it can now show you rooms available for rental from Airbnb or news cards from The Guardian and much more.

Google has integrated Google Now with 30+ developer apps and plans on adding more over time. The list can be found here and includes popular apps like Shazam, Duolingo, TripAdvisor, Ford and many, many more.

Here is a picture of how the Airbnb data shows in a Google Now card:

airbnbnowcard

You can check out how these cards work on this sample site.

If you have an app that you want to enable and integrate with Google Now cards, you can read the developer docs that has the technical details behind it. Currently only Event Reservation, Flight Reservation, Hotel Reservation and Restaurant Reservation schema is supported.

Google told us they are currently working with select app developers, specifically on the Android platform but the long term goal is to expand this to a wider set of developers and platforms.

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February 5 Webcast- Mobile Search & Click-to-Call

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By Search Engine Land

Leveraging visitor phone calls begins with understanding call analytics. Getting visibility into the keyword that led to a call and being able to do something with that information is what differentiates successful mobile advertisers in 2015.

In this Digital Marketing Depot webcast, Michael Boland will take us through the challenges marketers’ face when measuring call conversion in search campaigns. Experts Adarsh Nair and Bradley Roberts will follow and take us through exciting new ways to dig deeper into the call analytics so you can focus your advertising efforts to achieve the greatest return. Attendees will learn how advertisers use mobile search today and how to get keyword attribution from the two types of mobile search phone calls.

Registration is free at Digital Marketing Depot.


Michael Boland is Chief Analyst and VP of Content for BIA/Kelsey. He is a frequent speaker at top industry conferences and has authored in-depth reports on the changing local media landscape including online video, social networking and mobile.

Bradley Roberts, Vice President Digital Marketing, E-Commerce at Allconnect, is responsible for provid
ing strategic direction for co-branded/ partnership marketing programs inside their digital business unit.

Adarsh Nair is responsible for product vision and strategy for Call Analytics for Search and Mobile Search Marketing products for agencies, national brands and local aggregators at Marchex.

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Help Wanted: We’re Hiring An Associate Features Editor

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By Matt McGee

If you have journalism experience, love to edit and are familiar with the online marketing industry, we may have the perfect opportunity for you!

The Search Engine Land/Marketing Land editorial team is growing again. We’re now accepting applications for an Associate Features Editor position, which is described in more detail below.

This is a full-time, salaried, telecommuting position. (You’ll be able and expected to work from your home office.) The successful candidate will understand that news happens around the clock — i.e., this is not always a 9:00 a.m. to 5:00 p.m. position. Applicants must have U.S. work rights/privileges. Instructions for applying are included after the job listing.

Associate Features Editor

The Associate Features Editor is a member of the Third Door Media editorial team that assists the Executive Features Editor in preparing contributed content for Search Engine Land / Marketing Land’s production cycle. Part editor and part web producer, the person in this role will work on content strategy, editorial voice, assist in managing editorial calendar, ensure contributed content meets editorial standards and is in line with editorial vision. This position reports to the Executive Features Editor.

Primary Job Duties:

  • Prep columns for publication as assigned by features editor. Focus on maintaining content standards, ensuring columns are on topic, flow smoothly and provide value to audience.
  • Assist in editorial calendar management.
  • Improve story formatting for superior readability and audience engagement.
  • Work with copy editor to finalize articles for publication and ensure deadlines are met.
  • Assist in generating ideas for topics for columnists to cover.
  • Aid in contributor recruitment and on-boarding process.
  • Promote stories to interactive marketing community through social channels.
  • Keep up-to-date and informed on news, information and trends related to online marketing.
  • Occasional feature writing as necessary and able.
  • Any tasks deemed appropriate by the Executive Features Editor.

Skills & Experience:

  • Journalism / Communication background preferred
  • Strong English skills / copy editing experience
  • Strong working knowledge of online marketing terminology & trends
  • Working knowledge of WordPress / Basic HTML skills
  • Basic graphics / image editing skills

Job Details & Candidate Information: This position is a full-time, telecommute opportunity. Some travel may be required. Candidates should be able to work independently and be productive from a home office and be a “people person” who can develop a working relationship with contributing columnists. Experience in online marketing and social media skills highly desired.

Salary Information

Salary for this position will depend on experience and qualifications. Third Door Media offers full-time employees a 401k program and a generous paid time off policy.

How To Apply

Applicants must possess U.S. work rights/privileges.

We’ll accept applications from qualified candidates via email. You can be formal and send a resumé and cover letter if you want, or you can take the more casual route and just tell us what you think we should know about you. Either way, we’d like to know:

  • Who you are and what you’re doing now
  • Your background in journalism (if any)
  • Your background in editing and writing (with samples, please)
  • Why you think the position is a great fit for you
  • Why you think you’re a great fit for us
  • Etc.

Send your application to [email protected] as soon as possible, and be sure to put the name of the position as the subject of your email. We’re not going to put a specific deadline for this, but we do want to bring a great person on board as soon as possible. So, if you’re interested, don’t delay. We look forward to hearing from you!

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Search In Pics: Google’s Greyglers, Yahoo Keg, 40 Penguins

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By Barry Schwartz

In this week’s Search In Pictures, here are the latest images culled from the web, showing what people eat at the search engine companies, how they play, who they meet, where they speak, what toys they have, and more.

Greyglers Android Figurine:

Source: Google+

Purple Yahoo Keg:


Source: Flickr

Upside Down Joke At Google Australia:

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Source: Google+

Fake Google’s Kusadasi, Turkey Office:

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Source: Google+

40 Penguins:

2015 - 1
Source: Google+

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