Search Engine Watch - Posts from September 2016

  • Three ways an SEO is like a financial planner and how this affects agency proposals

    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 ...

    Search Engine Watch- 19 readers -
  • How social proof can boost SEO

    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 ...

    Search Engine Watchin SEO How To's- 31 readers -
  • Four pillars of SEO management: optimizing content for success

    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.

    Jim Yu/ Search Engine Watch- 36 readers -
  • How to boost sales by improving your trust signals

    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.

    Search Engine Watchin How To's- 27 readers -
  • Five most important search marketing news stories of the week

    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 ...

    Christopher Ratcliff/ Search Engine Watch- 17 readers -
  • Best tweets and takeaways from ClickZ Live and Shift San Francisco

    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 ...

    Graham Charlton/ Search Engine Watchin SEO- 8 readers -
  • Facebook unleashes its very own mobilegeddon

    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.

    Search Engine Watchin Social- 31 readers -
  • What does Google AMP mean for ecommerce?

    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 ...

    Christopher Ratcliff/ Search Engine Watchin Google- 39 readers -
  • How a strategy for customer reviews can impact SEO #BrightonSEO

    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 ...

    Search Engine Watchin Social SEO How To's- 26 readers -
  • Google experiments with new desktop SERP layout

    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.

    Christopher Ratcliff/ Search Engine Watchin Google- 21 readers -
  • Nine lesser-known SEO resources and blogs you might not follow, but should

    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.

    Search Engine Watchin SEO- 31 readers -
  • Guide to Google ranking signals – Part 1: on-page factors

    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.

    Christopher Ratcliff/ Search Engine Watch- 33 readers -
  • Why retailers shouldn’t overlook the value of m-commerce apps

    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.

    Graham Charlton/ Search Engine Watch- 36 readers -
  • How to market your online business for free

    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.

    Christopher Ratcliff/ Search Engine Watch- 32 readers -
  • How to master Facebook advertising and targeting

    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.

    Search Engine Watch- 23 readers -
  • What will make your social audience click (if it’s not clickbait)?

    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 ...

    Rohan Ayyar/ Search Engine Watch- 48 readers -
  • Five keyword myths you need to forget right now

    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.

    Search Engine Watch- 26 readers -
  • 10 ways to promote your WordPress blog for beginners

    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.

    Search Engine Watch- 24 readers -
  • Which is the king of mobile: China or US? Where is the biggest opportunity?

    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.

    Search Engine Watch- 25 readers -
  • Top 10 essentials for SEO reporting

    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 ...

    Mark Leech/ Search Engine Watchin SEO- 35 readers -
  • How to take advantage of Facebook Video’s creative opportunities

    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 ...

    Search Engine Watchin Social How To's- 29 readers -
  • How does RankBrain work and what does it mean for search marketers?

    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.

    Search Engine Watchin How To's- 12 readers -
  • How to become the intelligence thought leader for your organisation

    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 ...

    Graham Charlton/ Search Engine Watch- 7 readers -
  • SEO audit: a complete guide to the basics

    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.

    Search Engine Watchin SEO- 16 readers -
  • Bing news update: three latest developments

    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.

    Christopher Ratcliff/ Search Engine Watch- 27 readers -
  • Five Google Shopping tips to help nail your Q4 ROI

    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 ...

    Search Engine Watchin Google- 19 readers -
  • Coalition for Better Ads to make digital ads great again

    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 ...

    Search Engine Watch- 22 readers -
  • 12 companies hit with a Google manual penalty

    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.

    Christopher Ratcliff/ Search Engine Watchin Google- 30 readers -
  • Three small businesses rocking local social media marketing

    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 ...

    Search Engine Watchin Social- 12 readers -
  • Five tips to maximise content ROI for every industry

    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.

    Search Engine Watchin Social Content- 26 readers -
  • Five most important search marketing news stories of the week

    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’ ...

    Christopher Ratcliff/ Search Engine Watchin SEO- 18 readers -
  • Reliable search volume data: a glimmer of hope

    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 ...

    Search Engine Watch- 22 readers -
  • What’s next for Adblock Plus and its Acceptable Ads Platform?

    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).

    Search Engine Watch- 15 readers -
  • 12 tips for content marketing from an SEO perspective

    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.

    Search Engine Watchin SEO Content- 40 readers -
  • Just 36% of people entering the tech industry are women

    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.

    Luke Richards/ Search Engine Watch- 20 readers -
  • Thought leadership as a strategy for innovation and growth

    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.

    Graham Charlton/ Search Engine Watch- 14 readers -
  • How SK-II blends ecommerce and social for improved brand perception’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.

    Search Engine Watchin How To's- 32 readers -
  • Seven ways to future-proof your digital strategy

    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.

    Search Engine Watch- 26 readers -
  • Guide to Google ranking signals – Part 2: keywords

    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 ...

    Christopher Ratcliff/ Search Engine Watchin SEO Google- 13 readers -
  • The natural evolution of digital for brands: becoming more human

    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.

    Search Engine Watch- 10 readers -
  • How paid search and personalisation can work together

    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.

    Search Engine Watchin Paid Search How To's- 10 readers -
  • CTR as a ranking factor: what we know so far and how to action it

    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.

    Search Engine Watchin SEO How To's- 33 readers -
  • Are your emails personal enough?

    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.

    Luke Richards/ Search Engine Watchin EMail- 30 readers -
  • Seven influencer marketing strategies that work

    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.

    Search Engine Watch- 28 readers -
  • Excel VLOOKUP basics and top five rookie mistakes

    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.

    Luke Richards/ Search Engine Watch- 20 readers -
  • 13 time-saving Excel shortcuts & tips for marketers

    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.

    Luke Richards/ Search Engine Watch- 26 readers -
  • Understanding the impact of speech recognition software on search

    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.

    Adam Stetzer/ Search Engine Watchin Paid Search- 26 readers -
  • 10 terrific websites to help promote your app or tool

    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.

    Ann Smarty/ Search Engine Watchin EMail- 19 readers -
  • Nine ways brands can improve emotional connections with customers

    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: ...

    Search Engine Watch- 28 readers -
  • Why local search should be part of your ecommerce strategy

    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.

    Search Engine Watch- 13 readers -
  • Long-form and live video delivers higher ad completion rates

    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, ...

    Search Engine Watch- 20 readers -
  • Adblock Plus gets into the ad business with launch of RTB platform

    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.

    Search Engine Watch- 17 readers -
  • Six ways you can watch your competitors watching you

    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 ...

    Search Engine Watch- 22 readers -

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