How To Tap Into Social Norms to Build a Strong Brand

Posted by bridget.randolph

In recent years there has been a necessary shift in the way businesses advertise themselves to consumers, thanks to the increasingly common information overload experienced by the average person.

In 1945, just after WWII, the
annual total ad spend in the United States was about .8 billion (that’s around .8 million before the adjustment for inflation). In 2013, it was around 0 billion.

Don’t forget that this is just paid media advertising; it doesn’t include the many types of earned coverage like search, social, email, supermarket displays, direct mail and so on. Alongside the growth in media spends is a growth in the sheer volume of products available, which is made possible by increasingly sophisticated technologies for sales, inventory, delivery and so on.

What does this mean? Well, simply that the strategy of ‘just buy some ads and sell the benefits’ isn’t enough anymore: you’ll be lost in the noise. How can a brand retain customers and create loyalty in an atmosphere where everyone else has a better offer? Through tapping into the psychology of social relationships.


Imagine that you are at home for Thanksgiving, and your mother has pulled out all the stops to lovingly craft … Read the rest

July 7, 2014  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

The Panda Patent: Brand Mentions Are the Future of Link Building

Posted by SimonPenson

There has long been speculation about how Google actually measures “brand authority.” Many times over the past couple of years have those who speak outside of those fortified Googleplex walls made it clear that brand building is the way to win the organic visibility war.

That statement however has always sounded wooly in the extreme. How is it possible to measure an almost intangible thing at scale and via a complex formula? If you are Google, it seems there is ALWAYS a way.

A fairly innocent-looking patent filed last month, which some say could be
the Panda patent may have gone some way to answering that question.

Within this post we dive into that patent and other supporting evidence in an attempt to understand what the opportunity may be for digital marketers in the future. As part of that attempt, we offer our interpretation of various pieces of the patent itself, and also look at actual data to see if mentions are already playing a part in the ranking of sites.

The patent in question, which can be
found here and has been expertly covered by Bill Slawski, may cover the Panda Algorithm’s key workings, but the piece we are … Read the rest

April 30, 2014  Tags: , , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Building a Brand Online: The Golden Age of Digital

Posted by willcritchlow

This post is based on a talk I gave at our SearchLove conference in Boston last week. It ties quite closely with the post my colleague Ron Garrett wrote last week: Search Marketers Need to Evolve. You can probably tell we’ve been doing a lot of thinking about this.

When I gave this talk at SearchLove, I hoped that it would put in context why we bring such a range of speakers and topics together at our conferences and to inspire the attendees to go back to their companies and make real changes. I hope this post will do the same for you.

Photo by Zwickerhill Photography

As digital marketers, our focus on analytics has served us well in driving direct, measurable sales. The dominant form of
brand marketing, however, has remained offline with TV taking the lion’s share of the budget and attention. We believe that as TV faces disruptive technology and business models, digital marketers have an opportunity to grow their influence and impact. In total, this is an opportunity worth tens of billions of dollars a year.

I’d very much like for us—our industry—you and me—to be the ones who benefit.… Read the rest

April 21, 2014  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Why Your Brand Shouldn’t Fear Assigning Authorship

Posted by MarkTraphagen

Over the past two years I’ve spoken at numerous conferences and written articles beyond counting (including one here at Moz) on the subject of Google Authorship and author authority online. By far the most frequently asked questions I get on the topic are from brands fretting over whether or not to allow individuals to become brand representative authorities.

Typical forms of these questions include:

  • Wouldn’t it be better for our content to be branded with our company name/logo?
  • Will individual author authority really translate into better exposure, trust, and (bottom line) new customers for our brand?
  • What if the employee author leaves our company?

The brand-content paradox

While the issues of brand representation by individuals bleed over into many areas (such as social media, conference speeches, etc.), I’m going to focus on what I think is the “hottest” and most important area right now: brand content marketing. In other words, the issue of who or what “authors” your brand’s content.

Let me start by saying to brands, “I feel your pain.” Or perhaps more accurately, I understand your fears.

The Internet age has created an odd paradox. At the same time that brands have more … Read the rest

February 18, 2014  Tags: , , , ,   Posted in: SEO / Traffic / Marketing  No Comments

Announcing the Brand New Beginner’s Guide to Social Media

Posted by Trevor-Klein

I’m both honored and excited to announce the release of a second beginner’s guide from Moz: The Beginner’s Guide to Social Media.

The prevalence and importance of social media to web marketing can’t be overstated. To quote a few statistics from the guide itself, 72% of online adults use social networking sites, and YouTube now reaches more U.S. adults aged 18-34 than any cable network. With that kind of traffic, it’s no wonder marketers now use these networks to interact with their customers, and there’s plenty more data to prove it. Google searches for “social media” have seen a steady rise since early 2009:

Data from this year’s industry survey tell a similar story. In 2012, nearly 20% of respondents reported not using any social media tools; this year, that number was down to 11%. On top of that, 63% of respondents indicated that their demand for social media marketing has increased over the last year. Whether you’ve been in on the game from the very beginning or are just starting to wonder how social tools can apply to your own professional life, this guide was created to help take you to the next level. … Read the rest

January 16, 2014  Tags: , , , , ,   Posted in: SEO / Traffic / Marketing  No Comments



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