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As you’re no doubt aware, Google finally rolled out its Google 4.0 algorithm update at the end of last week. Penguin is now part of Google’s core algorithm, penalising websites that use various black-hat link schemes to manipulate search rankings. Other important changes include: Penguin data is refreshed in real time, so any changes will be made as soon as the affected pa ...
After a couple of years waiting, and various algorithm fluctuations described as ‘normal turbulence’, Google has finally confirmed today that it’s Penguin algorithm update is rolling out in all languages. The last update in 2014 – Penguin 3.0 – may have only affected less than 1% of US/UK searches, but that ultimately translates to 12 billion queries.
This week, Jeremy Corbyn took to Facebook Live to announce the launch of The Digital Democracy Manifesto – a key policy announcement in his bid to be re-elected leader of the Labour Party, and part of his 10 pledge plan ‘to rebuild and transform Britain’ should he become Prime Minister. As someone who has over the past decade written about social media, worked with online lear ...
I read an interesting statement this week, one that resonated and made sense in all the right ways. “I think of link building the same way I would my retirement account.” The quote is from Nathan Gotch and it relates to whether or not PBN’s are worth using still. The central premise is that you cannot build a PBN without there being at least some risk involved, just as you ca ...
Social proof can be very effective for your marketing strategy, but it may also impact your SEO efforts. Social proof is the attempt to build credibility and trust towards your business by showcasing what others think of it. Instead of promoting your business on your own, you are doing it through others, whether they are experts, celebrities, or simply your customers, helping ...
According to research conducted by my company, BrightEdge, an estimated 51% of the traffic arriving on your website today originates from organic search. This means that your position on the SERP has more impact on your site traffic than paid search, email, social media, and direct visitors combined. Gaining this attention is critical, but it is also quickly becoming more challenging.
It’s obvious that the internet has a conversion problem, and many businesses are constantly evolving ways to better convert traffic they get. In this quest, they consider things like A/B testing, changing button color, having a more persuasive copy, etc. They often ignore what is perhaps the most important factor that drives every transaction: TRUST.
Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond. This week has been a little quiet here in the UK. Mainly because of the bank holidays, but also because nobody could bear to be in an office because it’s too damn hot – but let’s see what we can find anyway… Bing Network reaches 20% market share in the UK Bi ...
Wednesday 31st August was the first day of ClickZ Live and Shift San Francisco, an event which attracted more then 500 attendees. It featured speakers from Accenture, Forbes, Intel, M&C Saatchi Mobile and keynotes from Aston Martin, Pandora, Walmart and Nitin Mangtani. Here’s a collection of tweets from the event, with some great stats and insights… Watching @astonmart ...
Last year, Google changed its algorithm to favour mobile-friendly sites. The change was dubbed Mobilegeddon as it threatened businesses that had not built mobile-friendly sites with lower rankings. Now, Google rival Facebook is weighing in on mobile-friendliness. Citing research, the social network says up to 40% percent of users will abandon a mobile site after three seconds of delay.
Google has made some significant changes to the SERPs by rolling out AMP (Accelerated Mobile Pages) for ecommerce. As of the August 22, the AMP project now provides the option to build aspects of ecommerce sites, such as product and category pages. It seemed only a matter of time before this would occur, especially after eBay announced the launch of 8 million AMP-enabled page ...
Friday was an exciting day for search, as the ‘chatter’ around a core Google algorithm increased dramatically. Here we’ll take a brief look at how the speculation arose, and what this means for search marketing right now. Why the speculation around an algorithm change? The evidence came from a few different sources… MozCast is a tool from Moz that anyone can access, which mea ...
Chris Bullick, Managing Director & Head of Marketing Services for Pull Digital, delivered an interesting presentation at Brighton SEO last week about how reviews can affect purchasing decisions and what this means for SEO. When we start discussing the idea of adding reviews to a brand’s strategy, here are the most persuasive stats to support this decision: 90% of consum ...
Yesterday, while indulging in my daily spot of ego-surfing very important research, I was surprised to find Google offering me a completely new layout. It seems Google is once again experimenting with a card-based SERP for desktop, where each result is placed in its own separated box like you would normally see on a mobile search.
I was having a conversation earlier today about some of my favorite SEO resources and how I felt like they were flying under the radar. So I decided to put together a list of my favorites that I feel aren’t shared or mentioned enough. Not because I think these individuals deserve more views, but because I think the SEO community is missing out by not listening to what they have to say.
Today we begin a mammoth task in presenting to you a breakdown of every single ranking signal Google uses to determine where your site and its content appears in search results pages (SERPs). In fact it’s such a mammoth task, we’re dividing the signals into manageable, neatly categorised parts – which will eventually culminate in a gigantic, all-conquering dossier of every Google ranking signal.
Recent stats suggest that the mobile web has the edge over apps in terms of m-commerce sales, but this doesn’t mean retailers should dismiss apps. Five to ten years ago, after the release of the first iPhone and before the widespread adoption of responsive design, there was a genuine decision to be made between apps and mobile web for retailers.
Four years ago, Carrie Hill wrote a brilliant guide on how to market a small business website. However as the world of online business marketing is a tumultuous place, the 2012 article was well overdue for an update. So here we present a brand new guide, full of updated information and tips to give your online business a boost without the need of a credit card.
Facebook advertising is becoming very useful, especially when you explore its potential and all its targeting options. Greg Gifford, Director of Search and Social at DealerOn, delivered a very informative presentation at Brighton SEO last week, describing all the advertising options that Facebook offers along with the impressive targeting you can achieve.
Facebook is cracking down on clickbait. Again. So what will make your social media audience click now? As kids we would be excited about the “Did You Know?” section in books and Ripley’s Believe It or Not in the papers. Not much has changed except now we get excited about headlines like, “His reaction is priceless!” or, “You’ll never guess what happened next!” Image source ...
Keywords are often misunderstood in SEO, so it’s time to debunk the most popular myths around them. Laura Hogan, Head of Search in Ricemedia, decided to focus on keyword myths in her presentation in Brighton SEO, and it was a useful reminder on all the misconceptions around keywords in the SEO industry.
If you’ve just started your WordPress blog and want everybody to read your content, then you should promote your blog on multiple online platforms. Creating and launching an appealing and informative blog is not enough. For better results, you need to get serious about its promotion. Marketing has always been a great way to drive the targeted audience towards your brand or product.
The numbers for mobile subscribers and mobile web users in China are mind blowing, but when the enormity of the population is taken into account, how does China compare with the US on mobile? In the previous column, we compared how the largest Chinese and US companies – specifically banks, retailers and internet companies – were performing and reporting their mobile performance.
Measurement is an imperative element of all marketing activity. Not only do we need to understand the commercial impact of the activity we are undertaking in order to learn and optimise, but our client/business must also see the value being driven over time. Reporting is the collation of this measurement into a tangible view of performance and results, so it’s imperative that ...
We are living in a video-first world, where moving images are at the heart of all apps and services. Facebook recorded an increase of 800% in video consumption from 2015 to 2016, jumping from 1 billion views to 8 billion views in just a year. During Social Media Week, Ian Crocombe, Regional Head of Facebook’s Creative Shop presented all the opportunities that video content ma ...
It’s hard to meet anyone in the digital industry who hasn’t heard about RankBrain. And it comes as no surprise that this system along with its impact on search results raises endless questions and disputes. We’ve made an attempt to understand the way RankBrain operates and if there’s anything we can possibly do to optimize for it. Let’s start from the very beginning.
For executives, keeping up to date with trends and events in your industry is crucial in order to ensure that your business and its strategy remains relevant. It can be a major challenge however, with constraints on time and so many sources of information to choose from. It’s easy to see why many senior executives simply don’t have the time to perform the detailed research tas ...
An SEO audit is standard procedure for any website. In fact, if you are serious about your internet business, you will make sure you do it frequently. Unlike a traditional audit, this one is performed solely for marketing purposes. A properly done SEO audit should give you a better insight into your website, individual pages and overall traffic.
It’s been a Google heavy month and we’re only halfway through September – what with its latest mobile-first product announcements, various algorithm fluctuations and many SERP experiments. So let’s leave the big G to do its own thing for a while and check in with the second most popular search engine, Bing.
National Geographic is known for its impressive visual content. How did it use it though to create a highly successful social presence? There are not many brands that can explain the power of visual storytelling as well as National Geographic, a media brand with a history of 128 years in science and photography that uses all its resources to create a compelling social presence.
We all know Q4 is the biggest time of the year when it comes to ecommerce. Google Shopping tends to be a strong revenue driver for businesses investing in digital marketing. So how do you make sure you are being as efficient and effective as possible on Google shopping? Below are some key tips to make sure you are capitalizing on the holiday opportunity: 1) Optimize the produ ...
A new organization, The Coalition for Better Ads, has been launched to “leverage consumer insights and cross-industry expertise to develop and implement new global standards for online advertising that address consumer expectations.” Supported by founding members like Google, Facebook, Unilever, Procter & Gamble, GroupM and the Interactive Advertising Bureau (IAB), the new ...
19 ways to tell… Top 5 signs that… What Bridget Jones can teach us about… It will come as no surprise that these cliché, clickbait headlines are the focus of a lot of digital marketers’ frustrations. While people aspire for the next piece of viral content, expecting to become internet sensations overnight, it needs to be understood that things like this don’t happen by accident.
If you are handling the marketing for a small business, it can be a challenge to decide where review efforts should be spent. We all know that reviews help SEO in a very real way, and why wouldn’t they? Customers love to see reviews when they are going to select a new business for the first time.
Just in case you’re ever tempted to try a few black-hat practices to manipulate your search positions in Google, here are 12 tales to persuade you otherwise. Whether using cloaking, unnatural paid-for links, doorway pages, spam or hidden links, Google is swift and brutal with a manual penalty. Even if the transgression isn’t necessarily your own fault.
Local businesses may not have the same resources, budgets or social tools available to international retailers, yet somehow some of them manage to impress us with their awesome social media campaigns. Here are some recent examples of local and small business campaigns that are rocking social media marketing… Red Mango If you like frozen yogurt and smoothies, chances are you ha ...
An effective content marketing strategy needs to be customised to the demands of each industry. Here are five tips to increase your ROI. There’s no one-size-fits-all approach in content marketing, especially when it involves different industries. Content creation and distribution depends on the particular audience for each occasion, and that’s why each industry has its own “rules” to follow.
Three years ago, Mark Knowles wrote a thorough checklist for testing a website prior to its live launch. It was a very helpful guide, so we thought we’d update it for the current digital landscape. Here we present a guide on how to test a website, full of updated information and tips to make sure everything looks and works exactly as it should on launch day.
To date the leaders of restaurant takeaway and delivery have prospered, largely, on an open approach, that allows customers to choose between mobile web and apps. But a new breed led by UberEats and Amazon Prime won’t allow mobile web access, as they attempt to drive people download their native apps.
Last week we published the third instalment of our complete guide to Google ranking signals. It concentrated on the rather nebulous term ‘quality content’ and the practical signals you can provide Google to prove the text on your webpage is worthwhile. This week we continue diving into on-page content factors, with content freshness.
Last week we published the second instalment of our complete guide to Google ranking signals. It concentrated on keyword relevancy, frequency and Latent Semantic Indexing (LSI). This week we continue diving into on-page factors, with content. Or to be more exact, the quality of your content. Quality content You’ve probably heard the phrase ‘quality content’ bandied around a l ...
Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond. This week we have a couple of potential upheavals to Google SERPs and the core algorithm, as well as updates to Knowledge Panel and a warning on spammy widgets. Google experiments with new desktop SERP layout As I reported earlier this week, in among Google’ ...
While poking around in the Google AdWords keyword research tool recently, I noticed something that made me do a double take. I refreshed my browser and re-inputted the same keywords as before. Same result. Something had changed, and I think it’s for the better. First, some background For the past couple months, I’ve struggled to see the value of Google’s update to the Keyword ...
Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond. This week we have news from the depths of the irony-well, a few Google product updates and the social network everyone forgot about adds some pretty good ecommerce functions. Adblock Plus launches its own ad service Oh the irony of ironies.
Adblock Plus made a major announcement last week that it would create its own RTB platform and get into the ad business. Adblock Plus’s new service is called the ‘Acceptable Ads Platform’. It is a natural evolution of the‘Acceptable Ads Initiative” – effectively working as a SSP (Supply Side Platform).
How can you create content marketing which works for search, right from the start? Many of us probably think of SEO as something which is done after the fact: you create your copy, then you think about how to optimise it. But at the Content Marketing Association’s Digital Breakfast last week, Kevin Gibbons from BlueGlass proposed a radically different approach.
The technology industry is lagging behind many other sectors when it comes to the proportion of women taking up entry level positions. This is according to US research by McKinsey in their new report: Women in the Workplace The study surveyed 132 companies which collectively employ more than 4.6m people.
The fast pace of business in the digital age means that businesses (and business models) are shifting more rapidly than ever. New technologies and innovations can quickly sweep away well established and seeking solid business models within just a few years. There are plenty of such examples from the digital age, Blockbusters and Kodak to name just two.
Google has begun experimenting with a cleaner, whiter, brighter user interface. As reported by Barry Schwartz over at SER today, this new layout test appears to offer a more spacious, desktop experience. Here’s the tweet that revealed the possible change… #Google Rolling New SERP Layout | Change in Search Bar | Space b/w Results @rustybrick @AbhaySaxena87 pic.twitter.
JD.com’s Joey Bian outlines how cosmetic giant SK-II blended data from two of China’s biggest ecommerce and social sites to improve both brand perception and ROI. Earlier this year, SK-II was one of a number of global brands selected to trial a new targeted advertising tool for the Chinese market, which draws on data from online retailer JD.
Like a lot of marketers, I find LinkedIn Ads frustrating. The thing is, by making just a few needed improvements, both LinkedIn itself and advertisers could greatly benefit. For LinkedIn, advertising could be bringing in much more than a meagre $181 million in revenues, as it did during the second quarter of 2016.
Nurcin Erdogan Loeffler, head of strategy and innovation, Vizeum China, outlines the seven ways businesses can future proof their digital strategies. With more than two years in China and a background in strategy, Nurcin Erdogan Loeffler shared her thoughts on future proofing a business strategy with the audience at ClickZ Live Shanghai.
Last week we published the first instalment of our complete guide to Google ranking signals. It featured on-page-factors such as title tags, H1 tags and meta descriptions. This week we continue diving into on-page factors, with the use of keywords in your page content. Keywords In our previous article we mentioned that any keywords you wish to rank for need to be placed in th ...
It used to be that digital interactions portrayed in the Jetsons, on Star Trek and through KITT on Knight Rider were make-believe preserved for the television and big screen. However, with the rise of digital personal assistants in recent years like Cortana and Siri, and intelligent bots, what was once science fiction is quickly becoming fact.
We don’t generally think of paid search as a great channel for personalisation, but increasingly, it’s becoming one. Caroline Reynolds, VP of Paid Search at iProspect, gave a presentation at the Content Marketing Association’s most recent Digital Breakfast explaining exactly how personalisation and paid search can work together.
For the last two years there has been much discussion and debate around whether click through rate (CTR) is something Google uses to determine where to rank a site. It all began way back when Rand Fishkin did an interesting experiment which provided some evidence behind his theory that CTR is in fact something that could influence rankings.
When it comes to email content, we know that data is key to ensuring messages are relevant and engaging for those who are receiving them. Return Path’s new report in partnership with Ascend2: Strategies and Tactics for Data-Driven Marketing delves into the goals of B2C marketing influencers and how they are using data to improve their email strategies.
This month saw the release of the 2016 cross-border business handbook: Going global with Facebook. It is a good body of research for budding social media marketers looking to use such services to connect with consumers across international regions. What with the data in the report having been collected by Facebook and the title of the document seemingly only referring to Faceb ...
As influencer marketing grows in popularity, we’re also seeing it become increasingly commoditized. We’re seeing marketplaces auctioning off influencers with the largest following to the highest bidder. And networks “matching” brands with any influencer they have available. This commoditization eliminates the human matchmaking element.
In which I set out to look at fresh Performance Grader data to get a sense of what is changing in terms of the overall AdWords ecosystem. Back in late 2013, we did a similar analysis and found that small businesses in particular were leaving a lot of opportunities (and money) on the table, by committing fatal errors like low account activity and failing to optimize for mobile search.
As an agency, we use both Google AdWords and Bing Ads for our clients as standard practice. We see mixed result across both platforms, depending on the account we’re working on, so it’s difficult to identify trends in the differences between the two networks, when we’re trying to optimise campaigns.
Back in 2013 John Gagnon wrote a very popular post about VLOOKUP basics and rookie mistakes. We thought we’d update the piece to reflect some minor changes for accessing the functionality to VLOOKUP words and values in Excel 2016. An Excel VLOOKUP can be a marketer’s best friend because it can save you hours of work.
Back in 2013 John Gagnon wrote a very popular post detailing some of his favourite Excel tips and tricks. We thought we’d update the list of classic shortcuts with a few that reflect some new functionality in Excel 2016. New Excel tips for 2016: 1. Navigate ‘The Ribbon’ with ALT In Excel 2016 the ribbon refers to the menu of tabs (File, Home, etc.) at the top of your workbook.
In the movie Her, Joaquin Pheonix plays a lonely and heartbroken man who develops strong romantic feelings for his mobile operating system. “Samantha,” as he calls it, speaks to him, listens to him, and ultimately becomes a major part of his life. As technology stands right now, we may not be at the point of making real “human” connections with our mobile devices, but we do talk to them.
Facebook is the biggest social network on Earth, and Facebook advertising has long been known as a great social advertising channel to drive user awareness and engagement. However, in recent years Facebook has made incredible improvements to its advertising service and has become one of the best digital ad channels for conversion-driven campaigns.
Search traffic is of course vital for online retailers, but a new survey finds that more people use Amazon as the first port of call when looking for products. The second annual State of Amazon study by BloomReach found that 55% of consumers start their online product searches on Amazon, compared to 28% who opt for a search engine.
Building a cool tool or an app is half of the battle. Marketing it is even harder and more overwhelming. Here’s a handy guide for you to use. App marketing is on the boom. Lots of ecommerce companies launch apps these days to build loyalty and create additional source of traffic and sales. Finally, after months of hard work, your app or tool is complete.
It’s not easy to convince a customer nowadays to trust your company over another, but the right emotional connection may lead to a bond with multiple benefits. Emotionally engaged customers have a higher lifetime value, as they tend to be loyal, satisfied, and ready to proceed to a new purchase. According to Harvard Business Review, emotionally engaged customers are also: ...
Obviously, CTR is important in PPC marketing. A higher CTR means a higher Quality Score, which reduces your CPC and improves your ad rank. But it goes much further than that. A remarkable CTR is not only the most important thing in AdWords, but it is also extremely important for other marketing channels. These include organic search, CRO, social media, and email marketing.
As local marketing becomes more important, it’s time to focus on local search strategy in order to beat your competition. David Whatley, Founder & Managing Director of MiShop.local delivered an interesting presentation at BrightonSEO on the difference between global and local marketing and how a physical presence can help local search.
Publishers are scrambling to produce more digital video content to meet advertiser demand for video ad inventory, and some are even turning to automated video creation technologies. But when it comes to video ad effectiveness, not all video content is created equal. According to a study by FreeWheel Media, in Q1 2016, ads on long-form video content saw a 95% completion rate, ...
Adblock Plus, one of the most popular ad blocking add-ons for browsers, is getting into the ad business with the launch of a new marketplace that allows publishers and advertisers to buy and sell ads that are not subject to ad blocking. The marketplace is an extension of Adblock Plus’ Acceptable Ads initiative, which was launched in 2011.
Sridhar Ramaswamy, Google’s SVP of Ads & Commerce made two major product announcements this morning at DMEXCO 2016. The first announcement centred on event-based optimization in Universal App Campaigns app ads, and the other around YouTube’s ‘TrueView’ service. Universal App Campaigns Google announced this morning that its app ads have now driven 3 billion installs for developers.
You watch your competitors, they watch you, so let’s see what they’re looking at. I’m reasonably certain we’ve all had a good look around our competitor’s ecommerce sites and I’m pretty sure they’ve had a good look around ours as well. It’s been industry practice to do ‘competitor shopping’ for decades – but in the digital world where everything is measurable is there anythin ...
Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond. This week we have Google unleashing Penguin 4.0, AMP coming to organic mobile SERPs, Twitter making some changes for the better and the introduction of Google’s own personal messenger service, Allo. Penguin 4.
Welcome to our weekly round-up of all the latest news and research from around the world of search marketing and beyond. This week we’ll mostly be talking about Penguin 4. What do you mean you haven’t seen the first three? Well don’t worry, I’ll bring you up to speed. In the first instalment, a terrible tragedy befalls a young penguin at Camp Crystal Lake while the teenage ca ...
Brand protection is changing. Are you keeping up? If you have a brand worth protecting, competitors are already bidding on your brand name. Some bid directly on your name, while others will bid on obvious brand-plus derivatives, such as when GEICO bids on phrases like “Progressive insurance” (and vice versa).