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In December 2015, Bing rolled out an Election 2016 experience, with data powered by Bing Predicts. You’ll know Bing Predicts as the crew that’s responsible for tearing it up at the Oscars, the NBA playoffs and the Scottish independence referendum (among others) with strikingly accurate predictions. While the Predicts experiences have never been intended as an opportunity for advertisers, the reality is that on average they result in a 50-percent increase in search traffic year over year for those related terms and a 20-percent lift in “likelihood to use” Bing against Google in perception surveys. As a marketer, I look at this as an opportunity. So I decided to dig into the Bing Elections 2016 experience to see what makes sense for advertisers who are looking for more volume. Here’s what I found out: 1. The Elections 2016 experience on Bing is incredibly engaging This means searchers are apt to spend more time on the search engine results page (SERP). Not … [Read more...] about The Election: More searchers, more opportunities

Just for a moment, let us move away from how we, search optimizers, view search and look at it through the eyes of people who build search engines, shall we? Now, search engine developers usually strive to achieve 2 goals simultaneously: to understand the searcher intent and to provide the best possible answer to satisfy that intent. Hence, the equation has two parts: SEARCHER INTENT UNDERSTOOD + SEARCH RESULTS PROVIDED = SUCCESS I believe that we, SEOs, have traditionally focused mostly on the second summand in this equation, that is, the search results. When it comes to understanding the searcher intent, the farthest we’d normally go is learning what keywords people use. As for search engines, they’ve been taking user intent far more seriously and have developed an entire system of searcher intent markers (such as one’s geolocation, browsing history, etc.) that helps them understand what the user actually wants to find. Now, as search engines are moving towards … [Read more...] about The Evolution of Searcher Intent Markers: a New Way to Look at SEO

According to John Bennett, director of the Master of Science and executive coaching and assistant professor of behavioral science at the McColl School of Business at Queens University of Charlotte,“between 60-80% of jobs are found through personal relationships.” That’s why it’s important to cast a wide net and network as mush as possible through organizations like college alumni associations, business fraternities, and industry events. Of course, there are also plenty of networking opportunities online through sites like Quora and social networks like Facebook, Twitter, and Pinterest. But when it comes to networking professionally online, the go-to site is LinkedIn. Since 2002, LinkedIn has become the world’s largest online professional networking site with over 380 million members in over 200 countries and territories. And while LinkedIn has proven to be an incredible assist for anyone looking to make professional connections or find employment, there … [Read more...] about 12 Professional Networking Alternatives to LinkedIn

A Swiss Army Knife is an amazing tool. Besides its function as a knife, it can do so much more – it’s a corkscrew, can opener, bottle opener, tweezers, wire stripper, key ring, and more! Yet like many multi-purpose tools, most of its capabilities go untapped. The same can be said about analytics. Stopping short Today, most B2B marketers use analytics for reporting and measurement to gauge campaign performance. This is a good thing. However, they often get so caught up in day to day measurement and evaluation, that they lose sight of the power of analytics to influence other business decisions. For instance, many marketers regularly log into their analytics to check the usual suspects — monthly unique visitors, lead volume or e-commerce value, average time on site, or month over month and year over year trends – but then they stop there. Understanding the value But analytics offers marketers so much more beyond campaign performance data. In fact, its true power … [Read more...] about The Value Of Analytics Beyond Campaign Performance

If you’re like most marketers, you spend a lot of time and resources creating and promoting your brand through offline channels such as television, radio, and newspapers. Clearly, it’s something worth protecting. But what if you could improve your branding investment and make it even more worthwhile, reinforcing your offline branding efforts through search? Many search marketers doubt whether search can play a role in reinforcing brand perceptions. But evidence increasingly shows that the doubters are wrong: search can in fact play a powerful role in your overall branding efforts. Today, search is ubiquitous. Given that, it can’t help but impact brand. Think about it: your customers and prospects go online every day, but what if you’re not there for them when they need you? What happens if they can’t find you? It’s simple really. If they can’t find you, they’ll surely find your competitors. And when they do, what do you think their … [Read more...] about Building Your Brand With Search: A Three Part Strategy