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You’re probably familiar with the Keyword Planner tool, which is one of the best sources we have to spot opportunities and make the business case for an investment into paid or organic search campaigns. One of the things it provides is guidance on the volume of searches for any given query. The numbers reported in the tool have always been somewhat vague.
The majority of links are considered to be commercial in nature, according to a new research. Dan Petrovic, aka @DejanSEO, has just published the results of a quantitative study of 2,000 web users in the US and Australia. It was set up to discover perceptions about why web publishers link out. Accordingly to the research, more than 40% of users think that outbound links from ...
A long, long time ago I was talking to Mike Grehan about search engine rankings. He used the term “the rich get richer”, to explain why sites that live at the top of Google are likely to stay there. One of the reasons is the ease of findability. A writer who is researching a subject on Google is highly likely to click the top result first.
Google is on track to make more than $70bn in revenue in 2016, and the lion’s share of that number will be generated by its insanely successful advertising business. As I’m sure you know, advertisers pay a fee every time somebody clicks on a link in one of their ads. Some of the costs per click being paid are absolutely staggering, though they must be worth it, from the advertiser’s perspective.
Alex Jones from Hallam Internet shared a new case study around an outbound PR campaign, focused on bloggers. The campaign sought to attract the attention of a bunch of highly relevant bloggers, as well as, hopefully, a few links. The results show that bloggers are increasingly savvy about the value of linking out to other sites.
The majority of enterprise content marketers don’t have a documented strategy, according to recent research. The CMI found that almost two thirds of professional content folk haven’t yet bothered to write down their strategy. In some circles that’s akin to not having a strategy at all, but I don’t find it particularly surprising.
Joe Puluzzi has released the CMI’s latest research into enterprise content marketing, and it’s well worth sharing, so I thought I’d discuss a few of the highlights (or lowlights, in some cases). The study reveals that the vast majority of marketers have a long way to go before they become truly effective, with less than one in 20 reaching a level of maturity that pretty much guarantees success.
Search engine optimisation is one of the biggest games worth playing in business. The risks and rewards are huge. There’s a lot of head-scratching, occasional sleepless nights, some incredible eureka moments, and plenty of scope for amateur soothsayers. It can be hard work and it seems to be getting ever more difficult, but it is a lot fun.
Back in the day, around 2003, somebody asked me a question regarding paid search: “Do you know what the most expensive keyword is on Google Adwords, and how much it costs?” I made a bunch of guesses, gradually increasing the amount I thought it might be acceptable to pay every time somebody clicks on an ad.
I read a great article over at Boagworld about the pain of content migration, a term that will send shivers down the spine of anybody unfortunate enough to have been through such a process. Written by Paul Boag, it explains some of the common problems with migrating vast amounts of content. Notably, the reorganising of content in a way where lots of mismatches occur, breaking ...
In the past year or so Google has published numerous articles and research around the topic of ‘Micro-Moments’, which it describes as “the new battleground for brands”. Let’s look at a top level overview and then we’ll explore a few ideas around how to optimise one particular micro-moment. So what are ‘micro-moments’, exactly? Google says they are “critical touch points within ...
A couple of years ago I created the Periodic Table of Content Marketing, to help people create the right kind of content for their brands. That visualisation was very much tactical, in terms of its scope. I wanted to combine a brainstorming tool with a checklist, to help with the content creation process. My Periodic Table of Content Marketing is proving ridiculously popular. Meta! http://t.
If you’re anything like me then Reddit is a fantastic place to hang out, particularly when you’ve got a little time to spare. The depth and breadth of user-driven content on Reddit is incredible. If you’ve written it off as a repository of cat pictures then it might be worth re-evaluating (I’m allergic to cats, and most cat pictures).
Google penalties are the one thing that are universally feared in the digital industry. They can be devastating and take an age to recover from. What should you do when you’ve been on the receiving end of an algorithmic change, or, heaven forfend, a manual action? As with everything, it depends on the type of penalty, the scale of the problem and your ability to sort things out.
TrackMaven’s recent research into the state of content marketing for brands makes for some difficult reading if, like me, you’re planning a content strategy for 2016. The study looked at the content marketing activity of almost 23,000 brands, covering a staggering 50m pieces of content across six primary channels: Facebook, Twitter, Instagram, Pinterest, LinkedIn, and blogs.
A recurring theme I hear among paid social pros is the measurement discrepancy between Facebook and Google Analytics. People seem to have a really hard time matching up what’s happening with campaigns on Facebook and subsequent engagement, as measured by their analytics platform of choice (including – but not limited to – Google Analytics).
A large study of almost 10,000 people found that ad viewability affects ad recall, but goes on to state that it should not be a KPI. The research, compiled by IPG Media Lab, Integral Ad Science and Cadreon, sought to explore whether ‘viewable’ ads are actually effective. The viewability problem is considerable, with more than half of all ads not being seen by humans.
Twitter has been having a hard time of it in the past year or so, with various product missteps, plodding user growth and underwhelming results all negatively affecting its share price. Shares are now hovering just above the $17 mark, valuing Twitter at around $12bn. For a company that should post revenue of at least $2.
Earlier today, while signed in to Gmail, I stumbled upon what appears to be a new test from Google. Some say it’s a little bit creepy. I think it’s the natural evolution of Google Now. I typed in ‘capsule’ to take a look at the CRM tool, and Google served up the following personalised content unit: As you can see, I’ve been buying coffee capsules recently.
Our eagle-eyed friends over at ChannelAdviser spotted a test that Google is conducting, which allows the user to expand the PLAs shown for any given search query. The new interface includes an arrow icon in the bottom right corner of the product display panel. Click on it and the amount of listings shown will at least double.