Archive for November, 2015

When Data Just Isn’t Enough: The Hidden Context that’s Key to Content Loyalty

Posted by ronell-smith

(Image source)

When the client asked to “go mute” during our monthly client call, there was no reason to sound the alarm. After all, being able to talk through what they’ve heard as a team, in private, was normal. But when the always-skeptical global marketing director said the COO (who has been in the room for the 10 minutes of analytics discussion) wants to take the discussion offline for a bit, but wants you to hold on, I knew things had likely gone off the rails.

“Thanks for holding, you guys,” says the head of marketing upon taking the phone off mute after what seemed like an eternity. “Tim was just in here, and he had some questions about the data. He expressed concern that it appears [the team] is simply regurgitating a bunch of numbers.”

After it was explained that the numbers actually exceeded everyone’s expectations for how the site would perform after the redesign, the link detox and having new content in place, she made things crystal clear.

“Let me cut to the chase,” she said. “The numbers are great. We’re happy with the numbers. But this the same thing our last agency … Read the rest

November 19, 2015  Tags: , , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

The Content Marketing Campaign Playbook – Guaranteeing Success in 2016

Posted by SimonPenson

Introduction

Stage One: Setting expectations and objectives

Stage Two: Audience understanding

Stage Three: Brand activation

Stage Four: Campaign plans

Stage Five: Finding the right prospects

Stage Six: Social

Stage Seven: Retargeting

Free downloadable campaign planner

__________

“How do I know if my content campaign is going to work?”

This question is the one I get asked more than any other at present, and for good reason; creating hit content, consistently, is one of the biggest challenges in marketing.

I’m certainly not going to pretend that every piece of content I’ve ever been involved in has been a hit. In fact, the opposite is probably closer to the truth — but failure teaches you much more, and allows you to iterate faster.

The result of that heartache and frustration is a process I want to share with you today, one that’s designed to maximize the possibility of success with content campaigns.

It is also important to point out here that I’m not talking about content strategy or the wider picture, but specifically those bigger campaigns that should punctuate your wider marketing plan.

The difference between good and bad ideas

So, why did we fail so many times? … Read the rest

November 18, 2015  Tags: , , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

7 Diagrams of How Topical Links Impact Rankings, in Theory and Practice

Posted by Cyrus-Shepard

As SEOs, we well understand the value links contribute to ranking websites in search results. So much so, it’s something we study regularly here at Moz.

At their most basic, links are counted as “votes” of popularity for search engines to rank websites. Beyond this, search engineers have long worked to extract a large number of signals from the simple link, including:

  • Trustworthiness – Links from trusted sites may count as an endorsement
  • Spamminess – Links from known spam sites may count against you
  • Link Manipulation – Looking at signals such as over-optimization and link velocity, search engines may be able to tell when webmasters are trying to “game” the system

One of the most important signals engineers have worked to extract from links is topical relevance. This allows search engines to answer questions such as “What is this website about?” by examining incoming links.

Exactly how search engines use links to measure and weigh topical relevance is subject to debate. Rand has addressed it eloquently here, and again here. Over the years, several US patent filings from Google engineers demonstrate exactly how this process may work. It’s important to look … Read the rest

November 17, 2015  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Announcing Moz’s New Beginner’s Guide to Content Marketing

Posted by Trevor-Klein

I’m thrilled to announce the next in Moz’s series of beginner’s guides:
The Beginner’s Guide to Content Marketing.

Content marketing is a field full of challenges. Creating content that provides great value to your audience what we’ve come to call 10x content is difficult enough, but content marketers also regularly encounter skeptical employers and clients, diminutive budgets, and you guessed it a noted lack of time to get it all done. You’re not alone. You’re fighting the good fight, and we’re here to back you up. So is Carl.

Meet Carl, the Content Cat. He’ll show up in every chapter of the guide for a little levity and to remind you that you’re in good company.

There’s no denying the importance of content marketing. In its annual study of more than 5,000 marketers, the Content Marketing Institute showed that about 70% of all marketers, B2B and B2C, are creating more content than they did one year ago. Nearly half of B2C marketers have a dedicated content marketing group in their organizations. While this guide is written primarily for those who are relatively new to content marketing, we’d certainly recommend that more advanced marketers take a … Read the rest

November 16, 2015  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Where Did Google+ Local Go? The Google Places API Change Made Simple

Posted by MiriamEllis

Earlier this month, I was standing on an 8,000’ pinnacle of the Sierra mountain range at the precise moment when winter arrived.

A few miles and minutes back down the highway, it had been golden fall with aspens, oaks, and big leaf maples in peak color. Then the sky darkened, showering hail. Right before my eyes, hail turned to snow, wildly whirling, salting the evergreens into obscurity.

Winter had come.

It’s a rare, exhilarating thing to witness patient Nature change in the blink of an eye, but returning to work from my time in the mountains, I met with another sudden change – one that took me by surprise, even if it shouldn’t have: the Google Places API had stopped delivering Google+ Local page URLs and was rendering Maps-based URLs, instead.

If, like me, you’re a Local SEO, you’ve learned what Google is like this in the space we call our work. Overnight, familiar packs change, crazy carousels appear, branding upends, functions disappear.

And you’re the one who has to explain all these shifts to your clients and co-workers.

I’m hoping this article will make it a bit easier for you to do so. … Read the rest

November 14, 2015  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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