Tell me if this rings a bell. Are your search recommendations overlooked and misunderstood? Do you feel like you hit roadblocks at every turn? Are you worried that people don't understand the value of your work?I had an eye-opening moment when my colleague David Mitchell, Chief Technology Officer at VML, said to me, “You know the best creatives here aren’t the ones who are the best artists — they’re the ones who are best at talking about the work.”I have found that the same holds true in search. As an industry, we are great at talking about the work — we’re fabulous about sharing technical knowledge and new developments in search. But we’re not so great at talking about how we talk about the work. And that can make all the difference between our work getting implementing and achieving great results, or languishing in a backlog.It’s so important to learn how to navigate corporate bureaucracy and cut through red tape to help your … [Read more...] about Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
Best way to drive traffic to your website
This is part 9 of a 12 part series on keyword research. This series will guide you through four distinct phase of the keyword research process, providing you step by step guidelines to help you gather, sort and organize your keywords into an effective marketing campaign. Yesterday we began Phase III of the keyword research process discussing several elements of key phrase analyzation. We'll continue today looking at a few more considerations when determining how valuable any particular search phrase is. Phrases that convert As you sort through your lists of keywords, you want to be sure to eliminate phrases that won't deliver converting traffic. Whatever keywords that you keep for optimization, you want each to be able to drive the most qualified traffic, giving you visitors that are most likely to buy your product or services. Many search terms, if ranked high, can generate tons of traffic, however any term does not directly apply to your site or what you offer, should be … [Read more...] about Comprehensive Guide to Keyword Research, Selection & Organization, Part IX
As we covered earlier, US Representative Joe Barton sent Google a letter with 24 questions relating to privacy — along with a week to answer them. I was annoyed that some seemed basic and already answered in a way that one of his interns could easily uncover. But Google’s now replied to the letter with a 19-page response with answers. You’ll find the responses in this PDF file. It’s the weekend, so I’m off and leaving a deeper analysis until Monday. Google is providing the PDF file to media outlets that asked for it. I think we’re the first to have done so. Below, the contents of the letter in HTML format: 1. Please describe Google’s retention policy with respect to the following data. Include in your response a description of the type of data retained (for example, URL, Internet Protocol [IP] address, date, time of connectivity); the length of time the data is retained; where the data is retained; who has access to the retained data; and how … [Read more...] about Google Responds To Rep. Joe Barton’s 24 Privacy Questions
One of the most important steps in launching a successful social media campaign is choosing the right platform to connect with your audience. For B2B firms, where the social interactions and buyer relationships are more complex than in many B2C contexts, this is especially true. The benefits of social media marketing include brand awareness, building your overall profile with specific audiences, connecting with a broader conversation in your niche, and driving traffic and exposure to your key content. If you want a general background on the relationship between social media and B2B companies, see my article, How to Run a Successful B2B Social Media Campaign. Choosing the right network is the first step to running a successful campaign; here’s a closer look at how to determine where to invest your time. Strategies For Determining What Social Networks Your Audience Uses Whenever possible, I recommend basing your social network choices on data. Depending on where your firm is in the … [Read more...] about How To Choose The Right Social Media Networks For Your B2B Business
Links are essential to SEO success. Content is king. We’ve been hearing these two mantras repeated by Google spokespeople in blog posts and videos, by experienced SEOs in countless articles here on Search Engine Journal and on other industry sites, and by some of the smartest speakers during keynotes and sessions at the best industry conferences, like SMX. Everyone knows this. Links and content are barriers to entry in today’s digital world. But even having an excellent link profile and some of the greatest content on the web won’t guarantee you SEO triumph and top SERP positions. After all, your true competitors also know they have to build an amazing link profile and create the greatest content they can dream up. Is there a way to differentiate your business? Where should you focus your SEO efforts? Your organic click-through rate (CTR). Here are five reasons why it’s urgent that you start improving your organic CTR right now. 1. CTR Impacts Ranking … [Read more...] about 5 Reasons to Improve Your Organic CTR Now!