We’ve updated our Periodic Table Of SEO Success Factors that was created in 2011 to add several new elements, drop a few, broaden it to include “success factors” rather than just “ranking factors” and adjusted weightings of several elements on the table. For those curious about the details, here’s the rundown. First, if you’re not familiar with the table, see our main post today, Now Updated: The Periodic Table Of SEO Success Factors. It will give you an overview as to what the table is about and how to use it. Here’s a quick preview of the table. Clicking on the image takes you to the table’s home page, where you can see a larger version, an expanded version with descriptions, plus download copies to print or get code to place on your site: The original table was created in 2011 by the Search Engine Land editors deciding what seemed to make sense to list and how to weight various factors. For the update, we ran a survey listing … [Read more...] about What’s Changed With The Periodic Table Of Search Engine Optimization
2012 has been another big year for digital. And in such a fast changing industry, how do we really expect everyone to keep up? Being ahead of the game on the topics that matter will put you head and shoulders above the competition, so take the quiz below and see how you would fare. Then check out my responses below to see if you agree – extra points for disagreeing and commenting with your own opinions. What is the difference between Search Retargeting and Site Retargeting? How/When does de-duplication occur in display advertising, and what is its impact? What is the opportunity with the Facebook Exchange (FBX)? Complete the sentence, “View-through attribution is…” What are ‘Programmatic Marketing’ and ‘Big Data’? Bonus question: Will 2013 be the year of ‘mobile’? In brief, search retargeting is a prospecting buy – it finds those individuals who have searched for relevant terms on Google, Yahoo! or Bing and targets … [Read more...] about Would You Pass The End Of Year Digital Marketing Quiz?
Ah view-through! Rarely does a topic in our industry solicit as much debate as this seemingly innocent metric. Display planners rely on it, search marketers don’t trust it (but would secretly love to get credit for it from PPC), and the clients are confused and uncertain. When 3 CMOs all asked for help on this topic within the space of a single week, I decided we needed a new resource that looked at the arguments ‘for’ and ‘against’, and so have published a new white paper on the subject: View-Through Attribution Exposed: What Last Touch Isn’t Telling You. In order to reach a conclusion, we looked at data from comScore, my own published studies when I ran media at iCrossing, a new TagMan / IAB study, as well as opinion pieces from organizations like Salesforce Radian6 and Chango‘s retailer clients. In this summary article, I want to explain view-through from the perspective of a search marketer and give you the answers you need to grab more … [Read more...] about View-Through Attribution For The Search Marketer
Search retargeting finds those individuals who have searched on Google, Yahoo! or Bing for a keyword that matters to your campaign, but who have not visited your site before. Unlike site retargeting that talks only to those people who have abandoned the site without competing an action, search retargeting is for new customer generation. Arguably the people with the best skillset to manage a search retargeting program are those skilled in PPC – search retargeting (when done right) is setup and optimized at the individual keyword level, and often a campaign begins by using the terms from an existing PPC account, and so the search marketer is front and centre in the process from the beginning. In addition, the media that is bought to show the ads is through RTB (Real Time Bidding) from the ad exchanges (AdBrite, AdMeld, GDN etc), which is an auction environment… just like PPC. (See: ‘Why Search Marketers are The Future Media Planners’) And when we started Chango … [Read more...] about Why Search Marketers Are Losing Out With Search Retargeting
On any website, getting the homepage right is a critical (and difficult) series of important design decisions. When you’re also catering for navigation to appropriate countries covering much of the globe, that difficulty is increased and the impact of getting it wrong can be catastrophic for your SEO. I’ve seen plenty of different solutions in my time, and the number of disasters heavily outweighs the successes. And why? Because they are homepages. As the highest profile page on a website – and the portal to a brand experience – homepages have so many different (and conflicting) tasks to complete they often veer so far away from a usable, and SEO friendly, experience as to defy belief. Let’s take a look at a few examples to illustrate the difficulties encountered and (bad) design decisions that have resulted. 1. Localising To Languages, Riding Roughshod Over Locations A pet peeve of mine, as regular readers of this column will know. A good (or perhaps … [Read more...] about 3 Design Catastrophes To Avoid & 1 Great SEO Solution For Multinational Website Homepages