Are you looking to give your website an SEO boost but think you have exhausted most optimizations or are looking for a quick win?Consider working on improving the organic click-through rate (CTR) of your search listings.You should always try to improve the CTR of your site’s organic search results, but where do you start?I start by identifying the true outliers — the page and query combinations that truly fall outside the norm.According to Khan Academy, “a z-score measures exactly how many standard deviations above or below the mean a data point is.” So, if the CTR for a query and page combo falls below a z-score of -3 (also sometimes -2.5 or -2.68 are used as thresholds) for given organic position, it is an outlier.z-score = (individual CTR – mean CTR at a given position) / standard deviation of CTR at a given position
Late in 2015, Google confirmed what many of us had already suspected: mobile search had officially surpassed desktop worldwide.Smartphones and tablets have completely disrupted and forever altered what was once a fairly linear buyer’s journey.In this column, I’ll share the results of our recent Google SERPs Mobile vs.One such insight gleaned from our recent research helps us assess the extent to which mobile matters to Google.Furthermore, we found that 35 percent of the time, the top-ranking URL of a domain for a given query is different on desktop than on mobile.Brands that are still looking at their marketing strategy through a desktop view in a mobile-first world are likely to misunderstand the opportunities and threats affecting them (most likely on the mobile side, and in their largest channel — organic search — which accounts for 51 percent of traffic, on average).
Link building plays a critical role in SEO today, but despite its importance, many people still approach this component haphazardly.They enthusiastically jump in with both feet, but without a structured process, they fail to achieve the results they could.In the past, I’ve taken both approaches: I’ve run some link-building campaigns with little to no structure, and I’ve run others with enough structure to make German engineers weep with joy.I can tell you from firsthand experience that the latter results in a more efficient campaign every single time.Meanwhile, that efficiency leads to better results for your clients and higher profit margins for you.So today, I’m going to share five steps you can use to make your link-building campaigns more efficient.
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.The new attribution challenge: Understanding how marketing and sales work togetherSep 5, 2017 by Shane MurphyWhen it comes to attribution, many businesses face a huge disconnect between their sales and marketing teams.Contributor Shane Murphy takes a look at the challenge and how to solve it.Content marketing & SEO: The scalable way to be in the right place at the right time
Content marketing and search engine optimization (SEO) are both titans of modern marketing, yet they’re not spoken about in the same conversation often enough.In this article, I will take a quick look at content marketing and SEO and then detail how you can integrate these two approaches to supercharge your results from each approach.The Content Marketing Institute defines content marketing as follows:Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.Typically, content created and promoted will help the reader in some way, and, in some instances, it will be purely for entertainment.A great example is Red Bull Stratos, where Felix Baumgartner parachuted to earth from space.
SMX workshops are conducted by the world’s leading subject matter experts in SEO, SEM, social and digital.actionable takeaways that you’ll put to use immediately.Select from one of our six outstanding SMX workshops:Advanced SEO Training: Learn best practices directly from Bruce Clay, the world-renowned SEO industry expert.The Advanced SEO Training course offers a detailed overview of critical ranking and placement techniques to overcome competition for top search engine rankings for desired keywords.Effective and efficient PPC campaigns make the difference between success and failure and can dramatically impact your bottom line.
Google has doubled down on Accelerated Mobile Pages (AMP), its open source initiative designed to improve web page speed and performance for mobile users.More than 2 billion AMP pages have been published from over 900,000 domains, and many online publishers report significant gains in both traffic and conversions as a result of AMP adoption.But how easy is AMP to implement?And what are the bottom-line gains or losses that can result for brands?Join Search Engine Land moderators Michelle Robbins, editor-in-chief, and Ginny Marvin, associate editor, for a lively Q round table with our panel of SEO and SEM experts.You’ll hear case studies from a large publisher, an e-commerce site and a technical SEO, and you’ll learn exclusive results from a Search Engine Land’s forthcoming AMP survey.
The Content Standard (TCS) is the content hub within the much bigger Skyword, a company that helps marketers create and implement effective content marketing strategies.One day, the TCS team realized that, though they were preaching about the best practices in content marketing, they weren’t exactly practicing it themselves.So, they decided to relaunch their site to better reflect what they had been teaching all along and what they would learn.In that spirit, a few months later, they decided to document everything in a series where they’d discuss everything they learned during the relaunch.One such element they include in the series is the influence user experience had on their design process and decisions.Outlining their process, Ted Karczewski says that the UX is important primarily because:It determines how long a user stays on your website and the number of goals they complete, andIt has an effect on ranking.In fact, SEO is now better defined as Search Experience Optimization (SXO), first introduced by Google’s Matt Cutts in 2012.Sites that don’t have much content ‘above-the-fold’ can be affected by this change.” The 2014 update however, warns against having too much content above the fold.In line with these guidelines, TCS looked at some of the top publishers and realized that many of them had highly visual websites with blog images consuming much of the above-the-fold space.
According to Google, “Content and Links going into your site” are the two most important ranking factors followed by RankBrain.So, if you have your content in place, you probably should focus on backlinks pointing to your domain and important pages, because quality links can help you outrank your competitors and get you additional referrer traffic.
The site, which I once co-edited, seemed to have died, and returned as a zombie version of itself.About five months ago, my successors at TMP—the student-run news publication at Columbia University’s School of International and Public Affairs—accidentally allowed their site’s web domain registration to lapse.As of early June, there was just one new post, an advertorial promoting a Toronto-based drone photography company, SkySnap.In large part, because “black hat” and “grey hat” search engine optimisers (SEOs)—those who knowingly violate Google’s rules—create vast networks of interlinked spam content sites, in part on the ruins of the old, Web 1.0 Internet, for the sake of boosting their clients’ own sites to the top of Google’s search rankings.Buying up dead domains for SEO is not a new technique.In the words of Jason Duke, industry veteran and co-founder of the.domain.name, an SEO data site, “Bringing a site back to life, taking the power of its links, that’s been around for 15-16 years.”
Marketing technologies are an integral part of the everyday lives of virtually every human being on planet Earth.Starting from SEO, email marketing and social media and ending with regular mailing and SM marketing platforms.Marketing technologies allow the company to have a personal relationship with their existing customers and potential clients.What they do is pay software vendors an annual fee to use the software that helps them collect data on their clients.Marketing cloud leaders are Adobe, Oracle, and Salesforce.According to the research made by MiroMind large companies/brands are ready to pay substantial sums of money to get access to the useful marketing clouds.Six figure sums are making this industry rather big.Meanwhile, small market players can take advantage of the similar program for less than half as much.Paying large sums of money is just the beginning.
The process involves four separate tasks: data analysis, programmatic optimization, content creation, and manual optimization.Do not skip this first step in the content optimization process for any reason, no matter how quickly you need to move.Keyword data shows the potential demand that each keyword concept holds based on how many searches are conducted for that concept in an average month.Performance identifies how well you have already done so.This data is a little trickier to get without an enterprise SEO platform like Searchmetrics or BrightEdge, or a dedicated search rankings tool.In Google, collect not just the position that individual keywords are ranking at, but also the URL that ranks for that keyword.
Dublin SEO reached out to the SEM community to gather up the best Google Adwords tips they could get our hands on.Get some great PPC insight from the 21 experts that shared their expertise.
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.Why microsites aren’t always ideal for SEOSep 1, 2017 by Janet Driscoll MillerMicrosites have their uses, but columnist Janet Driscoll Miller argues that they can often create unnecessary headaches for search engine optimization professionals.Evaluating PPC talent, part 2: The testSep 1, 2017 by Brett Middleton
A recent forecast estimates that almost $80 billion will be spent annually on SEO services by 2020 in the US alone.This means we may not know exactly what the next big change will be, but we know it will be driven by the aim of rewarding results that satiate searcher demand.These software packages sell the promise of cutting through the clutter, separating signal from noise to tell you which keywords to focus on.Moz’s Keyword Explorer tapped into the need for such a tool very well, with its ability to suggest popular questions and group keywords together by their degree of lexical similarity.Google’s Keyword Planner suggests some additional queries, but it is very limited in scope.Sites like Answer The Public and Quora can also be invaluable when researching keywords.
Tune into any advert or look at The Drum’s marketing blogs for the last six months and you will see creatives talking about adopting a ‘human approach’ to the consumer; social media has painted over the line that separates brand from consumer and creative agencies and restaurants have jumped on the opportunities opened to play with the service they can offer their clients.Pamela Brown, Aldermore Bank’s marketing director, has a different vision for the industry that hasn’t broken away from its formal roots, and tells The Drum how she is trying to shake up the banking sector with a complete rebrand and social strategy.Our strategy is to connect to ‘go-getters’ (ambitious enterprising individuals) by creating a brand which helps those people seek and seize opportunities in their personal and business life.I am inspired by Simon Sinek’s Ted talk, which explores defining your ‘why’ – so when I joined Aldermore I knew that the brand needed to evolve as it lacked a clear purpose.I took Simon Sinek's Ted talk into the board room and shared my observations and the brand evolution journey really started from there.Today that means we now have a clear brand purpose – to help people seek and seize opportunities, a new strategy and a refreshed visual identity.
These Usage Stats May Surprise You [Infographic]In the SEO world we, unsurprisingly, hear about Google a lot.How much time have our collective SEOs devoted to Bing?With more than 5 billion searches per month and 59 million users, it’s time for us all to take notice.This infographic outlines some interesting usage stats about Bing.New Report: Millennials Hate Apps With Uncool Design
Netflix isn’t just a great place to find TV shows; the streaming service also has a treasure trove of quality films and nowhere is that more apparent than in the action-adventure category.Mike Mignola’s demonic comic book franchise may have seemed too weird to bring to the big screen, but that didn’t stop Guillermo del Toro.Sixty years later, the child is a full-grown demon named Hellboy (Ron Perlman), who works for the Bureau of Paranormal Research and Defense.Along with the fishman Abe Sapien (Doug Jones), pyrokinetic Liz Sherman (Selma Blair), and FBI agent John Myers (Rupert Evans), Hellboy must stop a revived Rasputin from once again trying to unleash his masters.In the pastoral countryside of Korea, a young girl named Mija (Ahn Seo-hyun) frolics with her pet and best friend, a bio-engineered “superpig” named Okja.In this unique outing in the Marvel cinematic universe, renowned surgeon Stephen Strange (Benedict Cumberbatch), whose hands suffered nerve damage in a car crash, turns to magic to try and recover.
Content marketing and search engine optimization (SEO) are both titans of modern marketing, yet they’re not spoken about in the same conversation often enough.In this article, I will take a quick look at content marketing and SEO and then detail how you can integrate these two approaches to supercharge your results from each approach.The Content Marketing Institute defines content marketing as follows:Content marketing is a marketing technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience — with the objective of driving profitable customer action.Red Bull does a great job with entertaining content marketing by aligning themselves with lots of high-octane sports.At Bowler Hat, we help businesses with SEO and digital marketing, so we tend to publish content that helps people improve their SEO.
Last week, Google declared that the “near me” search query and other “geo-modifiers” (e.g., ZIP code, city name) were, if not dead, then certainly not worth spending your valuable SEO time worrying too much about:In September 2015, we shared that “near me” or “nearby” searches on Google had grown 2X in the previous year.Now, just two years later, we see that behavior has continued to change.Make no mistake, people still use ”near me” to discover places of interest around them.But we’re now seeing a shift toward dropping location qualifiers (like zip [sic] codes, neighborhoods, and “near me” phrasing) in local searches, because people know that the results will automatically be relevant to their location — thanks to their phone.In fact, this year, search volume for local places without the qualifier “near me” has actually outgrown comparable searches that do include ”near me.” [see data] Over the last two years, comparable searches without “near me” have grown by 150% [see data].
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