Month: February 2014
How to Improve Your Google Ranking
How to Improve Your Google Ranking
6 Tips to Improve your Google Ranking
Tag your content and media
Grabbing Attention Vs. Getting People To Care About Your Content
Grabbing Attention Vs. Getting People To Care About Your Content
What Influences Engagement?
• New Visitor Vs. Return Visitor: Anyone who has visited your website previously already has an opinion about your site, content and even individual authors. The user’s perception of the quality of content can increase or decrease the odds of clicking on a link. A good example of this is readers who subscribe to your content through feeds or newsletters — you don’t need to sell headlines to these readers because they’ve already bought-in.
• Social Proof: Content received through your network on social media channels such as Facebook, Twitter and LinkedIn has already been filtered for quality and relevancy. Oftentimes, people sharing this content don’t even use headlines and opt for commentary instead.• Search Markup: Implementing markup such as rich snippets and Google Authorshipalong with breadcrumbs and curating your sitelinks (removing/demoting) can help content stand out in results and lend it an air of credibility.
The Attention Economy
Getting People To Care
1. Why do I care about what I’ve written, and why should other people care? Is it personally or professionally relevant to others as it is to me?
2. What does what I have written accomplish for me, and what will it accomplish for others? Does it personally or professionally help others achieve their goals?
Using Trust & Authority Obviate Filtering
Quality Content Doesn’t Need Engineered Headlines
1. A majority of the respondents actually preferred traditional sentence case instead of all capital letters. This makes sense because all capital letters have a poor readability score and project an image of low editorial standards. Also, while you may be able to rationalize yelling at a college-aged audience when writing about the zombie apocalypse, you would not want to do the same when writing about marketing macro-trends to the VP of Marketing at a major corporation. Did you know that Google AdWords has specificeditorial guidelines that prohibit the use of excessive capitalization?
2. A little over a third of the respondents preferred headlines with numbers in them (i.e., the list format). While there is a usability advantage to using lists (you can read a few items, stop and then continue when you want), lists are also reductive by nature and leave readers with nothing more than a fleeting sense of being informed — you get a morsel of information about x number of items but are not well-informed about any of the points. A better approach is write a comprehensive piece of content and use unordered and ordered lists within it as relevant; but, do not use the listicle format as a guiding principle.3. If you’re making a subjective assertion, do not present it as fact; a superlative should only be used when you can back it up with data. Superlatives are generally indicative of a lazy marketing effort and an attention grab — they make an obvious statement that you are trying to sell rather than let the content speak for itself.
Google Yanks Fake FBI Listing From Google Maps, Puts New Blocks In Place To Stop Further Abuse
Google Yanks Fake FBI Listing From Google Maps, Puts New Blocks In Place To Stop Further Abuse
How Two Top European Clothing Giants Overpowered the Search Marketing Competition
How Two Top European Clothing Giants Overpowered the Search Marketing Competition
ASOS and Zalando: Search Marketing
ASOS Reinvents Themselves
Zalando’s SEO Excellence
Marin & DoubleClick Search Partner With Boost Media To Scale Ad Optimization
Marin & DoubleClick Search Partner With Boost Media To Scale Ad Optimization
Twitter & Vine To Hit The Big Screen This Summer
Twitter & Vine To Hit The Big Screen This Summer
Through hashtags, fans will be able to share their thoughts on movies and may even see their own Tweets and Vines up on the silver screen alongside some of the biggest names in Hollywood.
How Adobe Used Twitter To Generate Leads For An Online College Nobody Had Heard Of, Yet [Case Study]
How Adobe Used Twitter To Generate Leads For An Online College Nobody Had Heard Of, Yet [Case Study]
- Always separate mobile and desktop. Engagement rates and conversion rates will be different between the two and need to be managed accordingly.
- Use engagement rates as an early proxy, but they aren’t always a predictor for conversion rates. Wait until you get enough conversion data before making big decisions on segments, copy, etc.
- From a bidding perspective, be very hands on, particularly at launch. “If you wait too long to act, the tweet might already be decaying.” Twitter requires very active campaign management.
- Constantly test. Langrtry says they are always trying new creative and evolving targeting. They exclude poor performing targets, test new audiences and pull out top performing interest and usernames and give them their own budgets.
6 Tasks To Automate In AdWords Without Scripts Or Tools
6 Tasks To Automate In AdWords Without Scripts Or Tools
Search Query Reports
Automated Bid Changes
Changing Ad Status
Dimensions Reports
- Geo performance
- Top landing pages
- Device performance
- Time of day
- Day of the week
- Call data
- Etc.