Back in 1998, DoubleClick launched Boomerang, offering advertisers an unprecedented opportunity to track and target past website visitors. And, in the 18 years since Boomerang was introduced, retargeting has become a staple of online advertising. Now, with dozens of retargeting options available to marketers, the question is no longer, should you use retargeting? Instead, the real issue is, what is the best way to use retargeting? Guiding Your Customers Along the Path to Conversion Often, retargeting advocates use the fact that 98% of web traffic leaves without converting to explain the value of retargeting. It’s a fair point. After all, that 98% (or more, in many cases) of your traffic was interested enough in your advertising to visit your website in the first place, which means they must be interested enough to potentially buy, right? So, if you can keep your company in front of those crazy people who left your site without converting, you should be able to win them over for … [Read more...] about What is the Best Way to Use Retargeting?
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Search Engine Marketing knowledge is a very prized possession. Many people want to learn how to do search for themselves or for their company. However, they don´t know how to begin the educational process. I asked my fellow SEMpdx members how they would advise a new entrant into this field. Scott Orth (GTS Services): Other than on the job training, there are four things a newbie can and should do to learn SEO: 1) Prepare yourself for endless hours of reading and research. SEO never stops, it´s always changing, and your participation will never end. 2) Spend a lot of time on SEOmoz.org. There is a ton of information there including informative blog posts, articles and research papers. SEOmoz is a must for any newbie. 3) Purchase the books “Search Engine Marketing, Inc.”and “SEOBook”. 4) Test, test, test! Buy a dozen domains, host them in various places, and play around. Test what you´ve learned in number 2 and 3 above - after all, the only … [Read more...] about Ask SEMpdx: “What is the best way for a Newbie to learn Search Engine Marketing?
It’s been no secret that Facebook’s Organic Reach has been dwindling over the past 18 months. However, Facebook has never fully admitted this, until now. A new Facebook blog post specifically addresses the decline of organic distribution. Brands and marketers like Mark Cuban, owner of the Dallas Mavericks, have felt the burden of the restricted messaging and threatened to leave in the past: FB is blowing it ? This is the first step.. The Mavs are considering moving to Tumblr or to new Myspace as primary site pic.twitter.com/tQDZjgDC — Mark Cuban (@mcuban) October 27, 2012 A quote from the Facebook post acknowledges that this decreased reach will not only continue, but will get worse: “… Competition for each News Feed story is increasing. Because the content in News Feed is always changing, and we’re seeing more people sharing more content, Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. We … [Read more...] about Organic Page Reach Is Dwindling, Best Way To Be Seen Is To Buy Ads
We once had a client complain that they didn't know if we were doing anything for them. I guess the ranking improvements they were seeing wasn't enough of a clue. That complaint only happened once. We realized then that there was a breakdown in communications between us and our clients and instituted measures to insure that it would never happen again. I'll explain more on that later. The great thing about the SEO industry, or any online industry really, is that you don't have to be local to handle clients. In fact, most SEOs get contracts from all over the country and even overseas. Because of the distance I don't often meet clients in person. I can count on one hand the number of clients that I've met face-to-face over the past nine years. But being distant from your clients can have its disadvantages. Because the client can't "swing by" the office when they are in your part of town, it creates an additional burden to ensure efficient communication methods are in place. … [Read more...] about What’s the Best Way to Communicate With Your Clients?
The United Nations is continuing its admirable and proper work of highlighting discrimination against women around the world; but, is using Google’s autocomplete feature the best way to do it? UN Women, a UN entity formed in July 2010 that focuses on gender equality and women’s rights, revealed a new ad campaign this week that “uses genuine Google searches to reveal the widespread prevalence of sexism and discrimination against women.” The ads, presumably designed for print media, show Google autocomplete searches that begin with phrases like “women shouldn’t,” “women need to” and “women cannot.” Each ad places some of the autocomplete phrases over a woman’s mouth. (Google’s autocomplete suggestions typically show 10 results, but each UN ad shows four.) UN Women says it got the autocomplete suggestions from Google searches back on March 9, 2013. Here are two of the ads: The ads are undeniably effective at … [Read more...] about Are Google Searches The Best Way To Highlight Discrimination Against Women?