30.6.17

Learn SEO Through Forums

Solana Beach Farmer's Market

I had someone who was reading my previous entries in my Learning SEO series ask about using forums to learn SEO. I promised that I would write a post about the value of forums in learning SEO.

Back in 1998 I became a moderator of a couple of forums on small business and website promotion on Yahoo Groups. Those lead to me becoming a moderator at Cre8asiteforums, joining forum owner Kim Krause Berg along with a number of other moderators such as Ammon Johns and Jill Whalen.

Cre8asiteforums was (and still is) a tremendous place to talk about SEO and web design and usability and accessibility. One of my favorite individual forums on the site was one called The Website Hospital, where people would bring their site’s URL and concerns about it, and ask questions. That was were I learned a lot about auditing sites, and seeing what worked well on them, and what might need some help. This thread is a good introduction to it: Getting Started in the Website Hospital.

Here’s a thread I started in November of 2005 that was an interesting read, on SEO Myths.

Another forum that I have gotten a lot of value from over the years is one call Webmasterworld. Most of the members of this forum are practicing SEOs or siteowners, who enjoy sharing their experiences. It reminds me of a weather vane, in that people are often open with information about changes that they experience to rankings and traffic to their sites. You can see changes taking place on the Web from what they write.

Another place that can be informative about how search works is the Google Webmaster Help Forum. If you experience problems with a site, it is often a good place to search to see if anyone else has experienced something similar – it is possible that someone has, and the answers they received may help you as well.

There are other forums on the Web that focus upon SEO and Search. I’ve included the ones that I am most familiar with. There were some others that I participated on, that aren’t very active anymore. It doesn’t hurt to start off as a lurker, and learn about the customs and culture of a forum before you start participating in it. You may find some that you enjoy participating in very much.

When I started going to conferences and events after being involved in forums for a few years, I finally had a chance to meet in real life many people whom I had only met in discussions at forums. It was nice getting a chance to do so.

You can learn a lot through forums.


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Dex Media acquires YP Holdings to expand its SMB marketing automation platform

Dex Media has announced its acquisition of YP holdings in a deal that brings together two rival marketing companies that focus on the local and small business space.

Terms of the deal were not disclosed. The Wall Street Journal reported before the announcement that Dex is spending $600 million. The new company will be called DexYP.

Best known as a phone book publisher and online local search portal, Dex Media also offers a digital marketing automation platform for small and local businesses called Thryv (formerly DexHub). Today’s announcement describes the platform this way:

Thryv lets local businesses automate business functions they performed manually in the past, or never performed. These include building a digital customer list, communicating with customers via email and text, updating business listings across the internet, accepting appointments, sending notifications and reminders, managing ratings and reviews, generating estimates and invoices, processing payments, and issuing invoices and coupons. Thryv includes a mobile responsive and adaptive website and integrates with many popular online applications so customers can continue to use their favorite tools through their Thryv application.

DexYP CEO Joe Walsh says the acquisition of YP Holdings will help Dex expand its presence across the US. “We already have nearly 30,000 customers using this powerful software, modernizing the way they do business, and with our thousands of sales reps nationwide, we can now deliver this capability to businesses everywhere,” he said.

The new DexYP.com website offers a brief Q&A about the acquisition, which includes the news that the YP.com website local search directory “will remain a great online resource for clients and consumers in the marketplace.”




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Marketing Day: In-house SEO, featured snippets & Facebook targets spammers

Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

Please visit Marketing Land for the full article.


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SearchCap: Google AdWords Editor, Danny Sullivan podcast & conversions

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Google AdWords Editor, Danny Sullivan podcast & conversions appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.


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Daily Search Forum Recap: June 30, 2017


Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web.

Search Engine Roundtable Stories:

Other Great Search Forum Threads:



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The value of an in-house SEO

Over the last decade, SEO has morphed into a complex field encroaching on UX, content marketing, and even web development. At the same time, a wide range of organizations are now running full force on to the web; yet they often fail to consider the possibility of bringing an SEO specialist in-house.

Based on conversations with colleagues, it really comes down to the fact that organizations lack commitment from the C-suite and/or proper resources to find the right candidate.

One then must beg the question: Is it worth bringing someone in?

I decided to reach out to several SEO leaders in the industry to get their points of view, while closely examining my past experience.

I have had the privilege over the last decade to primarily work as an in-house SEO manager for several e-commerce organizations. Even early on in my career, I recognized the value of SEO to the entire organization — from a merchant researching products to onboard, to a content team researching valuable topics to address, I was always there to provide strategic insight on potential growth.

But what else can an in-house SEO really do?

Political landscape negotiator

Every organization will have teams that focus on different goals, perspectives and responsibilities. As SEOs, it is our job to achieve true collaboration. We can drive all the traffic you want, but that’s not very valuable if the customer doesn’t convert!

Whether it’s a company picnic or a department outing, we need to focus on establishing personal company-wide rapport.

Example 1

I wanted to figure out how to improve customer experience on a page template without having to go through a code change. I noticed a prominent section that our team does not have access to and decided to reach out to all my key contacts companywide to find out who manages it. After a couple of discussions, I quickly learned that the process for updating this content area was manual, but possible.

I soon realized the additional untapped potential that we could now leverage to influence customer behavior. At the same time, I can now work with that team to streamline the process — all thanks to the fact that I regularly focus my time on looking for areas of improvement and cross-company communication.

Example 2

User experience has quickly taken off as a huge factor for SEO, and I find the field fascinating. I began meeting with our talented UX team regularly to better understand how they develop wireframes that dictate usability. This led to having the opportunity to visit several customers to observe their browsing behavior, and I even got to try my hand at wire-framing.

These efforts have yielded a shift in which the UX and SEO teams work hand-in-hand to develop a truly optimized experience.

Initiating change from within

Many organizations migrating to the web often overlook what a monumental change it is for the entire company. Existing companywide processes — even those that have nothing to do with the web — often need to be overhauled to encompass the new digital strategy.

But how?

An organization needs to bring in a seasoned SEO who not only understands the current search landscape but also understands how search will impact their overall industry five or more years from now. This is how they can help their company stay ahead instead of just playing catch-up — innovation is key!

Modern SEOs are no longer just keyword optimizers — we are ingrained into content strategy, UX and web development, as well as social.

Example 1

A decisive content strategy that infuses best SEO/customer-centric practices is instrumental for every organization. When I first joined my current company, I quickly discovered many parts of the organization were developing and launching content sporadically, but there didn’t seem to be a consistent direction or measurement strategy in place.

[Read the full article on Search Engine Land.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.




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Featured snippets: Optimization tips & how to ID candidate snippets

Featured snippets are quickly becoming the only search results for many queries.

If a user goes to Google.com and types [what is the tallest tree], Google returns a featured snippet, followed by thousands of organic search results. However, when a user conducts the same query via Google voice search, Google responds with an audible version of the text in the featured snippet but (in many cases) no “blue links.”

Before diving too deeply into featured snippets, let’s back up a minute…

What is a featured snippet?

A featured snippet is a summarized answer to a user’s query displayed in Google organic search results. It is extracted from a results page and includes the page title, URL and link. Featured snippets can be paragraphs, lists or tables. These results display an “About this result” link near the bottom right corner of the answer box.

Google includes answers in featured snippets at the top of search because it is faster than sending users to the source page — no matter how fast the source page loads. As a result, marketers could experience declines in clicks and page views for featured snippet queries but should interpret increased impressions for these queries as a positive KPI.

In fact, from a marketing perspective, featured snippets are highly desirable. Top positioning in Google mobile or desktop search results can help URLs garner greater visibility than traditional results. (And although Google may soon change this, it is currently possible for sites to appear in both the featured snippet and the organic results, giving those sites lots of visibility on the SERPs.)

Because featured snippets typically appear above the first organic result, you may hear marketers refer to them as “position zero.”

What makes a good featured snippet?

If you’re wondering what Google looks for in a featured snippet, it can be helpful to identify existing snippets and review the pages from which they’re pulling info. By reviewing winning content, we can start to get an idea of what Google wants.

However, it can be just as illuminating to look at the content that failed to achieve a featured snippet. Following is a little-known tip to help you identify what I call “featured snippet candidates.” I think of these as pages that could have produced a featured snippet but didn’t quite make the cut.

Featured snippet candidates provide a prime opportunity for understanding more about how featured snippets work in Google organic search results. By comparing these pages to the “winning” pages, we can get clues about ideal formatting, page layout and content quality that can help inform our own optimization strategies.

To see featured snippet candidates, just add the parameter “&num=1”, “&num=2”, “&num=3” (and so on) to the end of Google’s URLs for queries with featured snippets. Currently, Google displays “candidates” for many featured snippet queries.

One thing you may notice is that featured snippets and “candidates” can change on a fairly regular basis. Depending on a variety of factors (where, when and how you search), your results may vary from the examples shown below. Even if your examples are different from mine, the process is what is useful.

Here is an example of a featured snippet for the query [hummingbird food] from the URL http://ift.tt/2sqM2JI

Google Featured Snippet Query

Here is an example of a featured snippet “candidate” for the same query [hummingbird food] from the URL http://ift.tt/2sVpe8u — as you can see, we appended the URL above with &num=1.

Google Featured Snippet CandidateIf you have a page that you believe has the potential to produce a featured snippet, consider the search query (or queries) that might be appropriate and check them for featured snippets. If your desired search query does produce a featured snippet, take a look at the “winning” snippet, as well as the “candidates,” to get an idea of what you could be doing better.

How do you measure featured snippets for text and voice queries?

Unfortunately, featured snippets are difficult to detect, let alone track — especially for large sites. So far, I have not found a tool to detect more than about 20 percent of the featured snippets found by manual review. Additionally, there is currently no way to track voice queries for the 400,000 to 500,000 estimated Google Home devices.

[Read the full article on Search Engine Land.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.




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A Case Study in Google’s Use of Visit & Click Data

There’s still a weirdly large percent of the SEO and web marketing worlds that, despite overwhelming evidence, don’t believe that Google is collecting or using visit, engagement, click-through or clickstream data. This week, we stumbled across a superb example of the search giant doing just that, so I had to share.


Something funny happens when you Google from the Mozplex

First off, it’s important to know that at the Mozplex in Seattle (our offices on 2nd & Seneca), we’ve got a sizable team of customer success and help professionals who assist Moz’s subscribers over chat, email, and phone calls. ~25 of the 150 Mozzers in Seattle are on this team. Part of that assistance means our help+success folks are often visiting the help content for Moz’s tools and sending those URLs on to our customers and free trialers.

This means that inside the Mozplex, on our wifi and via our IP addresses, a page like Help Getting Started with Keyword Explorer gets a lot more visits per person than it would in the rest of the world.

But does Google actually see that visit data and use it in their search results? Well… You tell me. Here’s the search results from my home (a 30 minute walk from the Mozplex) in Google.com US, incognito browser on a search for “Keyword Explorer”:

I verified with others and everyone outside our offices seems to have exactly the same results for this query. The Keyword Explorer tool itself ranks #1, which is as you’d expect, and then there’s some sitelinks to other relevant pages about the tool from Moz’s blog and the help hub. All good so far. But what happens if we perform this same search from the Seattle Moz offices?

Whoa whoa! That’s not even close to the same thing. The Keyword Explorer tool is gone. The help hub page is the only one visible, and the sitelinks have disappeared. You can run this same query on any machine (desktop, laptop, mobile phone) connected to Moz’s wifi and you’ll see the same thing.

Here’s the Slack thread between one of our engineering managers, Jeremy Modjeska, and our head of SEO, Britney Muller (whose keen detective skills quickly uncovered the cause):

Note that our VPN uses a different connection than our in-office wifi, which is why Britney’s VPN didn’t show the same results.

There are not too many explanations for this anomaly. The only one that reasonably fits the facts, IMO, is: Google’s using some form of clickstream, visit, or engagement data based on the Moz wifi IP connections, and biasing to show the URL that’s uniquely popular from our office. This isn’t unusual on individual devices that are logged-in to Google accounts, but it is the first time I’ve seen it done on a wholesale IP-connection basis for hundreds of connected devices.

There will be those who argue that even if Google is using some form of click/visit data in this case, it doesn’t mean they collect or use that data broadly. Maybe the Mozplex is a totally unique case. Or maybe this is just a weird bug in Google, and not indicative of the data they collect and use in the rankings. Those arguments have been trotted out to explain away the many previous query+click tests I’ve done on stages at events or via Twitter, but I think it’s an increasingly challenging position to take given all the repeatable experiments, the patent applications on engagement data, and the presentations from Google engineers all suggesting this is the case.

The post A Case Study in Google’s Use of Visit & Click Data appeared first on Rand's Blog.



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The High Five: wave your wand and your flag

Pride 2017: Show love, show progress, #ShowUp

2017: The year in social marketing so far

The social marketing landscape shifts so quickly that a half-year review isn’t so much ridiculous as almost requisite, if only to keep track of what has changed already in 2017.

When 2016 ended, Snapchat was a social darling, Facebook videos could be watched uninterrupted, and Instagram’s Stories product was smaller than Snapchat’s original. Then 2017 happened. More specifically, these things happened:

Snap went public

Secrecy had always been part of Snapchat’s allure, but when the app’s parent company Snap filed to go public in February, it lost some of that mystique, in part because it appeared to be losing its war with Instagram. Soon after Instagram cloned Snapchat’s Stories feature, Snapchat’s audience growth slowed. By April 2017, more people were checking out Instagram Stories daily than opening Snapchat. Those stats alone would have made for a rough start to 2017. But in May, Snap said that its Q1 2017 revenue slid from the Q4 2016 mark because of seasonality, a trend that’s normal for a seasoned ad business but unusual for an upstart.

Instagram’s Stories audience overtook Snapchat’s

After closing 2016 by making run at Snapchat’s user base, Instagram opened 2017 by making a run at its rival’s advertiser base when it rolled out Snapchat-style vertical video ads between people’s Stories. Then in April — two months after Snapchat disclosed its daily user count for the first time — Instagram revealed that more people were using Instagram Stories daily than Snapchat. Then in June, a month after Snapchat said that its daily audience growth had rebounded by 5 percent from Q4 2016 to Q1 2017, Instagram announced that Stories’ daily audience had grown by 25 percent from April to June.

Facebook rolled out mid-roll ads

Views are nice, but revenue is nicer. After building itself up as a legitimate alternative to YouTube for creators and publishers to attract audiences for their videos, Facebook finally started testing a way for companies to make money from the videos they post on the social network. Now it’s a question of whether advertisers shaken by YouTube’s “adpocalypse” are comfortable with Facebook’s limited controls over which videos feature their mid-roll ads.

Twitter gained users, lost money

In the movie “National Lampoon’s Vegas Vacation,” Chevy Chase tries to plug a leak in the Hoover Dam, only to have another one open. Twitter is Chevy Chase. The company has finally re-accelerated its audience growth, but now its total revenue and advertising revenue are in decline. And while Twitter has added more money-making ad products, like ads in Periscope, it has also lost one of its most marquee sales opportunities after the NFL opted not to renew its regular season live-streaming deal with the company.

LinkedIn turned on retargeting

Business-wise, LinkedIn had stayed pretty quiet since being bought by Microsoft in 2016. Then the the business-centric social network finally opened itself up to retargeted advertising through a new program called Matched Audiences. While LinkedIn isn’t doing anything that hasn’t already been done by Facebook, Google, Twitter — really, by everyone — it can better cater to B2B marketers.

Pinterest put a new Lens on visual search

Pinterest wants to do for visual search what Google has done for text-based search. But for a search engine to be truly visual, not only should the results be visual, but so should the queries. And so in February, Pinterest rolled out Lens, a feature in its app that convert a phone’s camera into a search bar. A few months later, Pinterest said that it would use the same computer vision technology powering Lens to target ads on its platform.

Facebook’s Messenger raised chatbots’ profiles

2016 was supposed to be a big year for chatbots. Luckily for them, it was not. But 2017 may be after Facebook’s Messenger added a Discover tab to make people more aware of the chatbots and businesses on its platform.




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NinthDecimal buys MoLOGIQ for tools, talent and massive device reach

NinthDecimal has acquired MoLOGIQ, a platform that uses physical location and other consumer data to identify and target audiences. In conjunction with the acquisition, NinthDecimal is launching NinthDecimal Labs to develop advanced solutions for customers.

NinthDecimal CEO Michael Fordyce told me on the phone that after being introduced to MoLOGIQ roughly six months ago, he saw the teams and their capabilities as highly complementary. NinthDecimal liked the self-serve, audience creation and visualization tools MoLOGIQ had developed.

Fordyce says that, following the acquisition, NinthDecimal’s audience reach will increase to approximately 230 million mobile devices and offer the largest audience reach in the segment. Another benefit of the deal, the majority of the company’s location data will no longer be from exchanges. It will come directly from SDKs (software development kits) and direct publisher integrations.

Why that matters is because location data sourced from the exchanges is often of dubious quality. Much of the location data being passed by the exchanges has been shown to be insufficiently precise for many use cases — i.e., audience segmentation and offline attribution.

Location data accuracy and quality are major topics of discussion among companies in the segment. However, insiders debate the quality of “first-party” vs. “third-party” data, with PlaceIQ’s Duncan McCall arguing that third-party data can often be analyzed and utilized more effectively than first-party data.

NinthDecimal is increasingly making its location data available without any corresponding media buy. GroundTruth (formerly xAd), PlaceIQ and others have also recently decoupled ad-buying from location data. Indeed, the uses of this data go well beyond media buying into things like benchmarking stores, site selection and so forth.

MoLOGIQ CTO Partha Roy Chowdhury will lead NinthDecimal Labs. The unit will have a staff of approximately 15 people. In addition to location and store visitation data, NinthDecimal Labs will integrate purchase data for attribution and targeting. Other companies, including Google, are also doing this with credit card data. Facebook offers a version of this capability today as well.

Location intelligence is one of the most important developments in digital marketing. And one of the most interesting things going on in location is the way in which mobile data is reinvigorating or adding new capabilities to traditional media such as out-of-home and TV. Location intelligence is now at the center of digital media efforts to better understand audience behavior holistically, as well as getting a more accurate sense of what’s actually working.




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Facebook targets individual spammers with latest news feed tweak

Facebook is getting more tactical in its war against spammy links invading people’s news feeds. After pinpointing individual spammy links, it is now going after individual users who post the most spammy links.

Facebook has noticed that “a tiny group of people on Facebook” regularly and publicly post a lot of links to spammy pages, like clickbait articles and fake news stories. Now it is going to reduce the reach of those individual’s posts in people’s news feeds, as well as the links they share more frequently than the average person, the company announced on Friday.

Facebook’s move will only apply to the links to individual articles shared by these targeted accounts and will not affect entire domains, Pages, videos, photos, check-ins or status updates posted by those accounts, according to a Facebook blog post announcing the news.

“Most publishers won’t see any significant changes to their distribution in News Feed,” according to Facebook’s blog post.

The publishers that would be affected are the ones who get a lot of traffic from these accounts that Facebook has identified as spammers. In the case of those publishers, articles linked to by the spammers “may see a reduction” in reach on Facebook, according to the company.




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No longer brick-and-mortar vs. online retail: Customers view a ‘single lens’

While people relish the convenience and vast inventory available via online shopping, today’s shoppers are still drawn to physical store locations to tangibly touch items, make purchases and process returns or exchanges. Rather than pitting the two channels against each other, retailers can secure a much larger wallet share by giving consumers the best of both worlds through the adoption and use of new technologies.

By offering complementary benefits, as well as engaging customers via mobile, both in-store and online retailer channels can strengthen overall customer engagement and brand affinity. And the best news for retailers taking an integrated approach: higher revenues and profitability.

Major retailer players from both sides of the aisle are pushing hard to expand their presence both online and in-store. Just this month, Amazon made a major move in spreading its physical presence with the purchase of Whole Foods, thereby seeking to reinvent the retail customer experience with its supply chain, logistics and customer service prowess. Walmart is stepping up its efforts in the online world with its announcement of an acquisition of online retailer Bonobos on the heels of its earlier purchase of online women’s apparel retailer ModCloth in March.

So what does this all mean for specialty retailers, and how can they take a best-of-both-worlds approach through a unified lens? Let’s take a closer look.

Don’t ignore the ‘touch-and-feel’ aspect

For some online-only concepts, corporate executives are realizing that the “look before you buy” experience requires a certain level of physical presence. As an example, online-only mattress company Casper began a partnership with Target earlier this year to maximize its reach to consumers looking for a touch-and-feel experience prior to purchase. Similarly, online discount eyewear powerhouse Warby Parker continues to add brick-and-mortar stores to its portfolio.

On the flip side, Amazon just launched Prime Wardrobe, which is a new service described as “bringing the fitting room to you, so you can try on the latest styles and find your perfect fit before you buy.” Prime members can order clothes, shoes and accessories without an upfront charge and get seven days for a test drive. By all accounts, this is challenging the old school brick-and-mortar model by giving apparel consumers the ease of shopping online combined with the ability to experience merchandise firsthand.

Added offline incentives based on online purchases

Major brands are looking at incentives to drive online sales while pushing the shopper to the physical location through discounts on purchases, free or heavily discounted add-on items and superior in-store customer service. Walmart recently introduced Pickup Discount, which offers shoppers a discount on eligible online-only items that are shipped to individual Walmart locations for pickup. Nearly half of all online orders from home improvement giant Home Depot are picked up in the store, according to Forbes. As many brick-and-mortar retailers struggle with competitive pricing and inventory fulfillment challenges, these offline incentives meet consumers’ needs.

Conversely, Amazon offers nearly everything under the sun at low prices, but it decided to begin opening physical storefronts to accommodate consumer preferences for same-day pickup, in-store returns and other in-store perks that keep consumers coming back.

Further, partnerships and acquisitions with other retailers yield a treasure trove of retailer consumer data, including buying preferences, demographics and behavior patterns that allow for more personalized engagement with shoppers — no matter the channel.

Payment perks

Amazon also has made loyalty strides in introducing Amazon Prime Reload, which gives Prime customers 2 percent cash back on purchases when they load funds into their Amazon Balance via a debit card attached to a bank account. This is similar to Target’s Redcard debit card concept, which gives shoppers 5 percent cash back on Target and Target.com purchases.

These perks cross channel lines and make it easier for the consumer to do business with retailers in a way that makes the most sense for them — whether in store, online or mobile. Other retailers are offering secure cross-channel options to pay for items, such as Dunkin’ Donuts’ use of Masterpass by Mastercard and AutoZone and Dollar General’s convenience use of payment giant PayPal that allows customers to skip long lines and pick up purchases immediately.

Looking beyond single-day and seasonal promotions

While online sales have had good results with large one-day sales, e.g., Amazon Prime Day, brick-and-mortar retailers have seen Black Friday-type sales creep into month-long cycles of sales that no longer draw the kinds of crowds and dollars that were once a hallmark of American shopping. Instead, brick-and-mortar and online must band together in promotional and customer service strategies that serve the needs of both audiences.

Brands with a brick-and-mortar presence tend to offer a more personal customer experience versus their online-only competition, but they often fall short on convenience and rapid inventory availability. However, through an integrated approach, these same retailers can deliver the accessibility of online shopping and the advantage of personalization, tailored advice and support in product fulfillment when products are out of stock or unavailable.

Both Best Buy and Home Depot are among the retailers that have adopted a blended omnichannel strategy and increased or sustained revenues while not opening a single additional retail store this past year.

Whether engaging with consumers via mobile with personalized offers when they enter the store or letting them know that an abandoned shopping cart item is now on sale in the store, retailers have a lot to gain by unifying their channel strategies.


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.




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How Life is Good built a content-first app with an 89% retention rate

For more than 20 years, lifestyle brand Life is Good has been guided by one central mission: spreading the power of optimism. With “Jake” as the iconic mascot and a name that doubles as a slogan for the company’s values, the brand has worked hard on building a community that celebrates overcoming obstacles and coming together.

When Lauren Sorenson, head of community and content at Life is Good, started building out a digital strategy, she focused on content that created engagement and excitement around that mission. With inspirational messages and images, the brand engaged audiences across different social channels. Today, Life is Good has 2.7 million Facebook fans and 300,000 followers on Twitter.

So it only made sense that when Life is Good began developing an app last year, the company would take the same approach. But this time, the brand wanted to give their customers more power than ever.

Building a content-first brand

“The idea of our app is to spread optimism,” Sorenson told me in an interview. “And we wanted to push our graphics into the hands of consumers, so they could use them for their own photos and messages.”

Life is Good worked with Bare Tree Media, a business that specializes in creating sticker packs and emojis for apps. Bare Tree Media has helped brands like The Patriots, 20th Century Fox, DreamWorks and others. As the mobile experience has become defined by visual messaging apps, like Snapchat and WhatsApp, companies have been looking to seamlessly connect with consumers in new ways.

Life is Good decided to build messaging and photo editing into their app. You can upload existing photos and modify them with stickers and slogans — which are often seasonal or communicate the power of optimism — and then use them in other apps or send them to friends.

“A lot of people use it to add things to their photos,” Sorenson said. “They enhance the images and messages with it, then send it out.” More than half (52 percent) of the stickers are shared in messaging conversations, according to Sorenson.

Focusing on functionality

Life is Good may seem like a great candidate for an e-commerce app, but instead, the team focused on empowering app users with functionality. The app attracts users who want to use the stickers and emojis unique to the brand, which means there’s a broader pool of people who download the app and, in the end, keep visiting it.

A whopping 89 percent of users return to the app and keep using it after downloading, according to Sorenson. In an industry where 80 percent of app users churn after a month, this is a world of difference. And it all comes down to offering an app that allows consumers to personalize and create great content.

The stickers and images give Life is Good an endless supply of user-generated content, too. The brand features pictures that have been edited with the app across social channels, building community engagement and broadening the potential audience with each share.

“We don’t do any traditional marketing, no print or billboards,” Sorenson said. “But the more people use our app, the more other people are going to ask how they did it. So when those photos get shared, we have an easy way to organically market the brand and the app at the same time.”

Consolidation, content and consumers

When Sorenson looks to the future of the mobile space, she says that more than anything, users are going to want everything in one place. An easy app that integrates with the other activities on a phone will succeed where an isolated app may fail. The Life is Good app is a great example of building an app that offers mobile content that can be used far beyond one closed ecosystem.

Aside from creating a functional mobile experience instead of a sales-driven one, the team offers tips, seasonal content and new sticker packs to keep users coming back. With a regular content program, the app experience stays fresh and exciting.

What it comes down to, Sorenson says, is that authenticity and simplicity win the day.

“When we first looked at all the things we could do for mobile, we wanted to do everything,” she said. “But by really focusing on one thing, we created an experience that aligns with our brand and keeps pushing the power of optimism.”

And in the long run, that’s been the mission of Life is Good since the start.


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.




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AppsFlyer makes its attribution data more transparent

Transparency is arguably the biggest driver of change in ad tech these days. And today, attribution service AppsFlyer is offering another way to shine a light on what’s going on.

The Tel Aviv-based firm is announcing its Agency Transparency solution, which lets a brand more easily drill down into granular detail about its app install campaigns. AppsFlyer says that, to its knowledge, this is the first ready-made transparency option for agencies about this kind of data.

Previously, Senior Director of Agency Alliances Daniel Kahtan told me, the default setting in AppsFlyer’s agency dashboard showed total app installs by agency or by a given campaign or series of campaigns. Agencies had more detailed info, but they often preferred to export it and then present it in conversations with the brand.

This allowed the agency to maintain control of its relationship with the advertiser. Kahtan said the previous thinking was: “If the client sees everything, [the agency’s] expertise is at risk.”

Now, agencies can click a button in the AppsFlyer dashboard and see such data as media costs per ad network, install counts per ad network or ad campaign, numbers of impressions and clicks and quality of users in each ad network, the latter determined by factors like number of users acquired in each network who actually registered in the app after installing it.

The following AppsFlyer graphic provides a general illustration of the change. On the left are results by agencies, plus the brand advertiser might be making purchases directly into ad networks (media sources). There’s no immediate detail on agency results.

On the right is the newer view in the Agency Transparency solution, a breakdown within agencies:

The decision to make this more detailed info available is still between the agency and the brand, but it is now readily available in the dashboard.




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A winning process yields winning results: Conversion optimization tips from SMX Advanced

Earlier this month, keeping with the traditions of a welcoming summer, Seattle opened its doors to data junkies, optimization nerds and the search-obsessed in celebration of yet another SMX Advanced.

Not speaking this year, I had more flexibility to sit in on some of the many useful presentations. Among the most compelling was a session led by Jeremy Epperson of 3Q Digital and Khalid Saleh of Invesp titled, “Conversion Optimization: Turning Quick Wins into Winning.”

In my role at Yandex, Russia’s largest search engine, my primary responsibility is to help North American companies succeed in Russia. Russia is a top 7 Internet Audience in the world, so I’m frequently approached by North American CMOs with a desire to “test the market.” Of course, my initial reaction is, “фантастика!” (“Fantastic!”) In today’s digital petri dish, let the data determine direction — testing is always a good start.

Both Epperson and Saleh not only communicated the value of testing, but also emphasized the necessity for testing well. It’s a waste of resources to conduct a test that yields results contaminated by ignored variables or absent processes.

Both speakers presented multi-step approaches to Conversion Rate Optimization.  For the purposes of this article, I’ll introduce a blended step-by-step comprised of their shared components. (Before engaging in your own testing, I encourage you to take a peek at the full presentations, which appears at the end of this article.)

1. Work towards strategic business alignment

Whether it be on-page button testing, ad creative testing, or even tag testing from the SEO team, multiple departments/concentrations are going to be involved at different levels. In order to complete an actionable test, it’s crucial that all actors buy in on the test’s potential impact. Involving all departments throughout the process creates a necessary culture of optimization and a shared desire to be better.

2. Design a documented growth plan

Identifying where you want to go encourages engaged parties to consider the optimal path to get there. Applying deadlines and targets will organize the testing process and cultivate shared accountability.

3. Conduct a heuristic analysis

Now the fun begins. The need to be better has been identified, but where to begin? A heuristic analysis should identify the bottlenecks for growth and shape the testing battlefields. This is where expert opinion is applied to identify the broken component.

4. Perform qualitative research

Employ fast-action data collectors to complement the expert analysis. Polls and surveys can be easily deployed to communicate with the customers and obtain opinions from the front lines. Software in this space continues to evolve and can be implemented with ease; use your institutional knowledge to ask the right questions, and listen to what the customers have to say.

5. Perform quantitative research

When your in-house analysis has been supported by your customers, it’s time to dig in on the quant side with the hopes of locating supportive evidence. What do the numbers look like?

6. Develop a hypothesis

The groundwork has been established, but before an A/B test can be executed, a hypothesis needs to be developed. The documented hypothesis is the trophy you get to raise after your successful test: “I thought if we did X, the result would be Y.”

7. Launch your test

The necessary preparation has been completed, and the test is ready to run. Each test is unique, but Epperson typically tries to complete a test within two to four weeks. The shorter the testing interval, the more testing we can perform.

8. Post-mortem

Though the post-mortem analysis is often a forgotten victim to the jubilation or devastation of the test’s results, it is necessary to the success of future efforts that you find the time to properly assess the test.

Final thoughts

I’ve long been of the opinion that in the digital world, a properly executed test should precede as many business decisions as possible; the arena we operate in facilitates an ease of access to speedy and reliable data unparalleled in competing industries — to not exercise this advantage would be careless.

Q2 is just getting under way, so there’s plenty of time left in 2017 to scratch that itch and test the hypothesis you’ve long been kicking around! A winning process yields winning results.

See the full presentations here:


Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.




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LISTEN: Danny Sullivan reflects on 21 years covering the search industry

There aren’t many people who can claim to have created an industry, but Danny Sullivan is one of them. When he first published “The Webmaster’s Guide to Search Engines” in 1996, he attracted an audience of online marketing pioneers who wanted to understand how search engines of the day — think Yahoo, AltaVista, Lycos and the like — ranked online content. Soon after, he launched Search Engine Watch and started hosting search marketing conferences. And in 2006, he co-founded Third Door Media — the company behind Search Engine Land and its younger siblings, MarTech Today and Marketing Land.

As journalists, we don’t like to consider ourselves “the news,” but when Danny announced earlier this week that he’d be stepping away from daily duties as our Chief Content Officer and taking an advisory role, it was industry news. Big news. And so we think it’s apropos to spend this week’s episode of Marketing Land Live chatting with Danny about his beginnings as a search industry reporter, the evolution of both SEO and online journalism and, of course, his decision to shift careers. I had the pleasure of doing the interview, and I think you’re gonna love it.

This week’s show runs just over an hour. You can listen here or use the link below to subscribe via your favorite podcast service.

We invite you to subscribe via iTunes or Google Play Podcasts.

Show notes

Danny Sullivan: My new role as advisor for Third Door Media

10 big changes with search engines over my 20 years of covering them

Thanks for listening! We’ll be back soon with another episode of Marketing Land Live.

[This article originally appeared on Marketing Land.]




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Uber & Amazon Flex in California; the Land of Milk, Honey and the Working Poor

I was feeling lazy and running a little late so rather than grabbing BART in San Francisco I grabbed an Uber to the airport today. As I typically do, I asked the driver how Uber was treating him given the recent firing of his boss… He grumbled and said they sucked and it was getting worse.

At first I thought it was just the standard line but he then said: “Amazon wasn’t too bad these days”.

****

Oh you work at Amazon?

Yes I am an Amazon Flex driver.

Flex?

I am a contract worker for Amazon deliveries.

Oh. Amazon’s same day grocery service? Or their same day delivery service?

No, no regular packages coming into one of their warehouses. They have four warehouses in the area. These are just Prime, 2 day deliveries.1

Does Amazon cover any of your expenses?2

Hah, no but neither does Uber.

How well do they pay you?

As a contract worker, I sign up for 4 hour shifts and get $80. Sometimes, like on Pride Day, when there is a ton of traffic and no one wants to work I can get $120. Sometimes I can only get a 3 hour shift for $60. It’s not bad. I finished the run early and started on Uber. If another another Amazon time block is available I might grab it. It depends on the deliveries for the day.

How many packages did you deliver today?

Around 30 today. Yesterday I had almost 70 but still was able to finish a little early3. I had to take the Amazon job. I was working Uber and used to make $2000 a week but now, even with Amazon its down to about a $1000 a week. Uber keeps cutting us back. And if the new San Francisco rules go into affect it will be even worse.

Oh you get paid your four hours even if you get done early? And then you pick up some Uber hours before you go home? Where do you live?

Yes.. as soon as I get them delivered I can sign off4. I live in Fresno.

How far is Fresno from San Francisco?

Its about 2 and half, three hours?

You commute that far?

No, no. I sleep in my car.

Sleep in your car? Every night?

3 or 4 nights straight in a week before I go home.

Where do you find a safe place to sleep?

Oh, I have my spots. I really like Palo Alto, its really safe there. A lot of Uber drivers sleep in their cars. I’m not the only one. Not by a long shot.

And tonight, it’s Thursday, you heading home?

Nah, I am driving Uber till 2, 3 or 4 in the morning.

Why so late? You need the income?

I need the bonus.

Bonus?

If I get 41 more rides between now and end of day I can make my bonus5. It will be enough to pay for my gas.

But it almost 2 in the afternoon, will you make it? That’s 41 rides in 10-12 hours. That seems like a lot of rides.

It is. I hoped to get another Amazon shift but one hasn’t popped up. I don’t know if I will make the 41 trips but I have to get gas the money. The ends at 4:00 am tomorrow so I will keep at it as long as I can.

It really stresses me out. And that really stresses my wife out. She’s pregnant and I gotta do something.

You can’t find work in Fresno?

Nothing has turned up but this can’t go on. My wife is working part time but soon she’ll have to quit.

What did you do “before”?

I was a manager at a chain restaurant. My boss asked me to take on a second location with no extra pay and I couldn’t do it… it would have meant another 4 or 5 hours a day and no raise. I had to quit.

My wife and I are looking for a place. We have two kids and our third is on the way and we have a 2 bedroom apartment for only $950 a month. California is too expensive and it’s killing me. But we had to move down there to get a rent we could afford.

But we don’t have family nearby. I could be up here when my wife goes into labor.

Have you thought about moving out of state to someplace less expensive?

Can’t. Not for a long time. My wife’s children are from her previous marriage, there are custody issues and her husband is a real….

You car looks new. What is that costing you?

About $500 a month. Gas another $1400. Almost $2K a month right there. 6

And insurance?

Insurance is another $250 a month, and repairs last month were a $1000. They usually run less but I needed brake work. Have to take it back as they are making noises again. Dam mechanic.

******

We arrived at the airport. I tipped him7 and we said good bye.

Some thoughts.

1 – Amazon Flex zipped by me and I hadn’t realized that Amazon was staking out the last mile of their logistics network. Using piece workers and flexible scheduling they have created a real world Mechanical Turk and managed to reduce their delivery costs for the last mile. Apparently the program has been rolling out over the past 8 months. And is starting to get Uber like driver complaints as well.

2- Stupid question really. I didn’t think that they would pay expenses but I thought I would ask. No capital requirements needed, no pesky health insurance, no vacation pay… just some unemployed workers with a car. The reserve pool of labor comes in handy.

3- Even though Amazon books a driver for 4 hours, they really are just concerned about managing costs, controlling the per package costs and removing any profit from the delivery. Depending on the situation it ranged from a high of $2.50 per package to as little as just over $1. It seems like it will be hard for UPS to compete with this cost and exploitation structure. While I doubt that UPS drivers will want to use their own cars for delivery, Walmart is doing a pilot where employees are doing deliveries on the way home. Hmm.

4- Once Amazon figures out that folks are finishing early there will be the temptation to pull an Uber on them and start pulling back on the pay rate. Or the hours. Or both.

5- Uber may think of this as gamefication and psychology. This fellow thinks of it as a very heavy ball and chain and necessary action for brute survival. Hmm it all depends on your point of view.

6-You have to love headlines like this: How You Can Earn $18 to $25 an Hour With Amazon Flex. Ooops… neglected a few expenses in my calculation… Oh did I mention that you have to 15% for FICA? $80 becomes $68 at tax time and once you subtract the car costs you are once again barely over minimum with Amazon. And remember he likes it more than Uber.

7- I tipped not because he had done a great job. Although he had. But as an act of charity. Charity? How does that help. In fact in aggregate it only will make matters worse. Ultimately its up to Amazon and the government to establish a wage that doesn’t drive these souls into the working poor house. Tipping ends up just being another cost that Uber can externalize. It doesn’t solve the core issues.

Sharing economy my ass. This guy was smart and hard working. He managed to work himself right into a corner. I am not sure that he and his are going to find their way out.

But spin this story in the future but a short distance and it becomes very dystopian indeed. Not only do you see the collapse of retailers and malls and  a complete rearrangement of the building landscape, you see more national companies (think Amazon/Whole Foods, Uber and who knows who else) achieving scale at a local level using these techniques. Local stalwarts like UPS, FedEx would be swept up in the change. These business models will be driving whole new waves of change, disruption and likely more drastic outcomes than we are seeing now.

Companies like Uber and Amazon don’t see themselves as cab company or as a book seller. They see themselves as marketplaces and logistic companies. There is no need to profit from the widget or service itself that they are providing but from the delivery of the transaction or the transportation of the product itself. They want a slice of all business and are thus motivated to drive the actual pricing as low as possible to attract consumers .

In this scenario contract workers are but a temporary inconvenience pending the arrival of more automated, less troublesome solutions for the last mile. And every business service or product that is provided in the local market at scale is a target for their involvement.

But the future isn’t linear. These first and second order levels of change don’t necessarily need to be negative. We watched over the past 70 years as we let our shared spaces and workers (i.e. us) be controlled by market forces. The outcome was  suburban sprawl of the worst order, traffic jams, smog and global warming and many low skilled workers on the edge of desperation.

If we can see this new, radical outcome heading our way we can make choices and implement policies that leave the members of our society whole and the landscape in which we live habitable.

Please consider leaving a comment as your input will help me (& everyone else) better understand and learn about local.



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Snaps launches a Marketing Cloud for chatbots, messaging and emojis

Last week, Sprout Social announced a do-it-yourself bot creation platform for Twitter.

This week, Snaps has released its self-service Conversational Marketing Cloud, which lets marketers create chatbots, emoji keyboards and custom iMessages.

The platform has been in beta testing with selected brands — including Nordstrom, Nike Jordan and Marriott Rewards — for the last year by the New York City-based Snaps (not to be confused with Snap, parent company of Snapchat). Here’s a screen for the creation of automated iMessage responses from the Sephora brand:

[Read the full article on MarTech Today.]




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Victor Hugo Google doodle marks publication of the French novelist’s classic, ‘Les Misérables’

Today’s Google doodle is a callout to French novelist, poet and human rights activist Victor Hugo. The doodle marks the publication date of what is arguably his most well-known novel, “Les Misérables.”

“Before he turned 30, Hugo was already an established poet, dramatist, artist, and novelist,” writes the doodle team on the Google Doodle Blog. “Hugo appeared on a French banknote and is honored with streets, parks, hiking trails, and statues in most large French cities, as well as in Guernsey, where he lived in exile.”

Designed by doodler Sophie Diao, the doodle leads to a search for “Victor Hugo” and includes a slide show depicting key scenes from his work.

The Hunchback of Notre Dame

Les Contemplations

Les Misérables

Google notes that Hugo was exiled for nearly 10 years because of his political views, and it was during that time that he wrote numerous poetry collections and books about social injustice. He would go on to start the Association Littéraire et Artistique Internationale, an organization supporting artists’ rights.

Sophie Diao, the artist behind today’s doodle, has been the creative force for many of Google’s doodles, including last November’s Louisa May Alcott doodle, celebrating the “Little Women” author.

Last year, Diao gave Search Engine Land a glimpse behind the curtain and answered our five most pressing questions about Google’s Doodle team and the work they do: Creating Google doodles that ‘Surprise & Delight’: 5 Questions with Doodler Sophie Diao.


About The Author

Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Search Engine Land and Marketing Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including

MarketingProfs.com

,

SoftwareCEO.com

, and Sales and Marketing Management Magazine. Read more of Amy's articles.



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Imagining the possibilities of marketing and artificial intelligence

The headlines say ad tech is dying or even proclaim that it’s dead.

Consolidation is inevitable, no doubt, but I suggest that ad tech is evolving. Anyone who says that ad tech is dying is simply looking in the wrong place.

Sure, buying and selling ads in squares and rectangles is becoming commoditized, and users are boycotting them. And why not? It’s 20-year-old format; you can argue that it’s lived past its lifecycle.

But it’s important to look past the crowded landscape and see what’s ahead — there are lots of new and exciting solutions in advertising technology. Artificial intelligence is the area where I see incredible possibilities. Here’s why.

As digital advertising matures, artificial intelligence (AI) will become ubiquitous. However, there are gaps in the evolution of AI and advertising solutions that will require a whole new set of service providers creating solutions to fill specific voids.

From my point of view, ad tech isn’t dying, it’s simply morphing to meet the needs of today’s marketer.

I recently discussed how marketers are currently leveraging artificial intelligence (AI) with Ritesh Soni, SVP of data science, analytics and engineering at SapientNitro.

I asked him to name the biggest challenges involved in doing his job and handling an AI practice and here’s how he answered:

“The hardest thing that people are trying to wrap their heads around is being able to imagine ways in which AI can be applied and customized for their business. And Hollywood hasn’t helped.”

“However,” he went on to say, “once you speak to people on the ground like marketers and demystify what AI can do, it opens up a whole new dimension around understanding consumers and increasing relevancy in messaging.”

Here are three key areas where marketers are leveraging AI today.

Behavior-driven segmentation

It’s no secret that personalized messages drive higher conversion rates than those aimed at a broader audience. When MailChimp measured stats “across all segmented campaigns,” segmented campaigns performed much better than their non-segmented counterparts.

Email opens were 14.31 percent higher than with non-segmented campaigns, unique opens were 10.64 percent higher, and clicks 100.95 percent higher. Meanwhile, bounces, abuse reports and unsubscribes were all lower compared with non-segmented campaigns.

Essentially, this is personalizing marketing through analytics sitting on top of a campaign. It allows for top-down segments to evolve and be enriched with bottom-up data-informed signals, making creative execution clear and more relevant.

While behavioral-based targeting and expected returns has been a widely researched and published domain for well over a decade, it has surprisingly low penetration in its adoption within marketing operations in Fortune 100 companies.

Propensity modeling

Propensity, or predictive, modeling helps marketers identify the propensity that their customer will do something. This could be buying a related product or service. It could also be identifying if the consumer who purchased something in one product category will buy another item from another category.

We can add a level of scoring to actions which increases the data sets (why you need the AI) but allows for much richer actions.

Specifically, “[W]e can then determine the next best action to point our consumers towards. These models quickly become the core of any AI program in marketing departments,” Soni said.

Insights from massive scale signal data

Massive amounts of signal data — the more the better. Think location beacons, social media messages and audio and listening data. AI and machine learning enable companies to derive actionable insights from large data sets.

Another overarching theme to consider is the pace of algorithm development. “In today’s marketplace, you are getting something new every six months, and the new tech is rendering the old bits obsolete,” Soni said. “The pace is exciting.”

Just recently, Google open-sourced a new Tensor2Tensor library that significantly accelerates applications in deep learning, lowering the barrier to entry for a wide range of applications in the marketing space as well.

Where are we in the life cycle of AI and advertising? In my opinion, IBM/Watson/Weather Company was the first commercially recognized usage of AI in advertising.

I asked Soni what he thought about that statement, and he said, “The Weather signals were a good start, but the real gap is helping organizations understand how these practices will get applied to their businesses. People are collecting a large amount of data, but they’re still lacking the breadth and depth of talent to activate against it. Articles and presentations like these go a long way into educating the market.”

AI is just the beginning of the ad tech evolution, particularly when we consider the transformation of the living room — how folks use devices while they watch TV, the data that jumps across devices, and of course, the machines which will have to manage and parse all that data. But that’s a conversation for another article.


Some opinions expressed in this article may be those of a guest author and not necessarily MarTech Today. Staff authors are listed here.




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Most Expensive Keywords, Ad Hacks & More Top Posts from June

Summer is finally here! June was sunny and warm for those of us in the northeast, and we finally got our fill of vitamin D. Though the month flew by, it was an exciting couple of weeks for us at WordStream! We completed a lot of cool projects that we shared with you. In case you missed it, here are our top ten posts from the month of June.

1. The 25 Most Expensive Keywords in AdWords – 2017 Edition!

Way, way back in 2011, when the world was young and fidget spinners weren’t yet a thing, there was lore floating around in the search marketing world that “mesothelioma” was the most expensive keyword to bid on in Google AdWords, costing upwards of $100 per click.

Our awesome content manager had an idea: What if we used data from our Free Keyword Tool to determine which keywords had the highest costs per click (or CPC’s) in Google AdWords?

The infographic we created based on that data is still one of our most popular pages ever. So we’ve completed a new, comprehensive analysis of keyword data for five different currencies in English-speaking countries (keep an eye out for the data for GBP, CAD, AUS, and ZAR coming soon!).

This time around, we determined the top 25 most expensive keywords (meaning these niche markets are super-competitive) along with their average CPC – and six years later, the results are substantially different!

Most Expensive Keywords

2. We Analyzed 612 of the Best Ads: Here Are 9 Things We Learned [DATA]

This project was definitely one of the most exciting analyses we’ve done this year! It was a huge group effort to answer some pressing questions: What are the actual WORDS that go into really great, super-high-CTR ads in AdWords? What about stuff like numbers and punctuation marks? What are the best CTA’s? Are the best ads in Google AdWords positive or negative? Are they keyword-stuffed or more creative?

In this article, Allen Finn covers nine, often surprising things we learned by running text analyses on some of the best ads in AdWords from the past year.

Popular CTAs

3. How to Use Emotional Images for High-Converting Landing Pages Every Time

While each step in the process to acquiring new customers takes nuance and optimization, a lot of marketers leave their landing pages by the wayside. But that can be the most pivotal moment in your quest to gain a customer! And the all-important main image is hugely important. This post maps out the exact steps you need to take to choose a high-converting image every single time you plan a landing page.

4. Case Study: How AdWords Life Events Targeting Lifts Brand Interest 175%

If you advertise with Google, you’ve probably heard of their obsession with micro-moments; the times when consumers are researching and considering a purchase. In line with this focus, Google has gifted advertisers with Consumer Patterns and Life Events which enables marketers to target more relevant audience segments.

This is huge. And this post goes into the improvement accounts had after implementing it.

5. How Much Do Instagram Ads Cost? Plus 8 Tips for Saving Money

Though Facebook has generally been the gold standard of social advertising, Instagram is slowly catching up. In fact, Instagram posts get 10 times more engagement than Facebook posts! So how much does it actually cost to advertise on Instagram? What kind of CPMs should you expect? Is it worth it? This post answers all those important questions and more.

6. 7 Things Nobody Tells You About Working Remotely

Telecommuting – one of the fancier terms for working remotely – seems to be the perfect arrangement for workers in dozens of industries. Companies that encourage and support remote work often report higher levels of employee retention and engagement, reduced turnover, higher employee satisfaction, increased productivity and autonomy, and lots of other benefits.

Unfortunately, there are some drawbacks to telecommuting – people just don’t tend to be as vocal about them. Here are seven things Dan Shewan wished somebody had told him before he took the plunge and became a full-time telecommuter.

Working Remotely

7. 'Purchases on Google' Enters Open Beta

Last month, Google announced tons of big changes and new AdWords features at their annual event in San Francisco. At the beginning of June, they rolled out the ability to purchase products directly on the SERP! And as always, our own Mark Irvine has everything you need to know about it in this comprehensive post.

8. 7 Time Management Shortcuts for Marketers Who Can’t Write

We’ve all been there, sitting in front of a blank document when ten brilliant headlines are due by the end of the day. Sometimes it can feel impossible to be a successful marketer in a world where content has been crowned king. In this post, Brad Smith makes the bold claim that “writer’s block is a myth.” And goes through seven writing time hacks to get the results you need.

9. 10 Highly Effective B2B Link Building Tactics

There are a lot of ways to get backlinks, and some require more work than others. This article breaks down the tactics into three separate categories according to how much effort they’ll entail: outreach, submission, and exchange.

10. Video SEO: 9 Ways to Optimize Your Video for Search

It’s true that video SEO is not the same as regular SEO. Video SEO has also changed significantly in the last few years, which is why Margot da Cunha enlisted Wistia’s video SEO expert, Phil Nottingham, to share his advice in this post.

Video Seo



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