During a whirlwind stay at SMX East, I had the enviable opportunity to speak at length about two of my all-time favorite topics: Enterprise PPC, and the relationship between paid and organic search. Enterprise PPC It was interesting to get some very different takes on Industrial Strength SEM from the seasoned pros seated next to me on this panel, such as Frank Grasso, who deals with massive inventory-driven businesses like travel, retail, and events (tickets). His sweet spot is optimizing from the ‘back-end’, integrating supply and demand to maximize the effectiveness of his customers’ campaigns. He has figured out how to manage and optimize, for example, when seats on a particular flight change value, or become unavailable, and to automatically change an SEM campaign accordingly. Great stuff. By virtue of her role with Razorfish (Hey.. I used to work for them!), Rebecca Keen deals with huge consumer packaged goods (CPG) clients who have dozens of brands, working with … [Read more...] about The Relationship Between Enterprise SEO & PPC: SMX East Recap
In a recent Google+ live hangout, Google’s webmaster trends analyst, John Mueller, answered a common question: “Is link building in any way good?” His answer was somewhat surprising. “In general, I’d try to avoid that,” he said, indicating that link building, long believed to be an essential process in SEO, is no longer advisable. Mueller elaborated on his answer, saying that Google does take links into consideration as part of its ranking algorithm, but that building links directly isn’t the right way to go about it. He stated that your goal should be to make sure your content “stands on its own” and easy for your users to share on their own blogs and websites. He also downplayed the importance of links, insisting that the ranking algorithm takes many factors into consideration, and building links might ultimately do more harm than good for your site. Links Doing More Harm Than Good? The short version of Mueller’s response is … [Read more...] about What’s The State Of Link Building For SEO In 2015 & Beyond?
Demand Media has filed for an IPO. The company, known as a content farm to some, produces much of its content on sites like eHow and others in direct response to what it determines people are searching for on the web. Its filing shed new light on how much it depends on SEO and Google, in particular. That’s interesting, because I’ve never known a company — a publisher — so dependent on SEO (outside of actual SEO companies) to go public before. Below, highlights on these aspects. The SEO and Google aspects really get going around page 14 of the filing: Page 14: Google Funds Big Chunk Of Demand Media We have an extensive relationship with Google and a significant portion of our revenue is derived from cost-per-click performance-based advertising provided by Google. For the year ended December 31, 2009 and the six months ended June 30, 2010, we derived approximately 18% and 26%, respectively, of our total revenue from our various advertising arrangements with … [Read more...] about The Google & SEO Aspects
In March, Google Search Quality Senior Strategist Andrey Lipattsev stated that Google’s two top ranking factors are content and links. Content and links have a symbiotic relationship: great content attracts links, and links improve the visibility and popularity of content. However, not all types of content will attract links, and even content types that typically attract links require strategic promotion in order to secure those links. What makes content linkable? There are numerous types of content: blog posts, articles, white papers, eBooks, listicles, videos, photographs, case studies and more. But not all types of content are link-worthy. It makes sense — different content should serve different purposes (awareness, education, conversion and so on). Therefore, if links are a goal in your marketing strategy, you should have content planned to secure links. Creating content alone isn’t enough. You can’t build it and expect the links to come. You need a link … [Read more...] about Content and SEO: Building linkable content
Recently, one of my clients received an unsolicited email from a person named “Nicholas Salmons” offering to feature their business on Huffingtonpost.com with a do-follow link for a fee of $550. Nicholas also claimed in his email that he is the only marketer providing this service at an affordable price. Here is screen shot of the email. Okay, it wasn’t that dramatic — but I definitely advised the client that this is not a good opportunity, as it violates Google’s quality guidelines. In fact, Google has called out this exact tactic as an example of a spammy link-building tactic that can harm your site rankings: Buying or selling links that pass PageRank. This includes exchanging money for links, or posts that contain links; exchanging goods or services for links; or sending someone a “free” product in exchange for them writing about it and including a link. Don’t be tempted by “too good to be true” SEO offers Spammy link … [Read more...] about Beware of shady link schemes from black-hat SEOs