share tweet share pin it e-mail share “Just get to the cloud. There’s no time to waste anymore.” – Eric Schmidt, former CEO of Google, during a speech in March 2017 Fast forward to Google’s recent annual I/O conference, and it’s clear the cloud train has left the station. Cross channel and crossdevice, marketing strategies need to “just work” and consider voice, visual, video, natural language and translatedcontent,as well as traditional text. In this Pulse of the industry, we examine how Google is setting new agendas with artificial intelligence, its search dominance and a global reach that’s promoting local thinking. An Inflection Point for Search Google CEO Sundar Pichai during the keynote presentation at the company’s I/O developer’s conference on May 8 noted, “we’re at an important inflection point in technology.” If this is … [Read more...] about Google Sets 2019 Agenda by Welcoming Latecomers to the AI Cloud
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How to Implement a National Tracking Strategy
Google is all about serving up results based on your precise location, which means there’s no such thing as a “national” SERP anymore. So, if you wanted to get an accurate representation of how you’re performing nationally, you’d have to track every single street corner across the country. Not only is this not feasible, it’s also a headache — and the kind of nightmare that keeps your accounting team up at night. Because we’re in the business of making things easy, we devised a happier (and cost-efficient) alternative. Follow along and learn how to set up a statistically robust national tracking strategy in STAT, no matter your business or budget. And while we’re at it, we’ll also show you how to calculate your national ranking average. Let’s pretend we’re a large athletic retailer. We have 30 stores across the US, a healthy online presence, and the powers-that-be have approved extra SEO spend — money for … [Read more...] about How to Implement a National Tracking Strategy
How to Activate a Sponsorship to Achieve Content Marketing & SEO Goals
It’s a content marketer’s worst nightmare.You’re called into a meeting and asked for your input into a sponsorship agreement. Your eyes light up but soon fade as you’re told the agreement is 99 percent complete.You have no opportunity to contribute to the rights but are merely left to check over a paltry agreement to include a link on the sponsored property’s website.It’s an experience that I’m sure many of you will have encountered or heard of in your time working on content marketing and SEO.Working with a sponsorship partner can and should be so much more than this so let’s dive into how to maximize sponsorships to help you to achieve your content marketing and SEO goals.Research the Sponsored Party’s Assets & AccessThe aforementioned website link is the bare minimum. You get a link from what’s likely to be an authoritative website and one that’s impossible for your competitors to acquire. But as content … [Read more...] about How to Activate a Sponsorship to Achieve Content Marketing & SEO Goals
Europe Calls For More Concessions From Google, Survey Says
European Union Competition Commissioner Joaquín Almunia held a news conference this morning during which he said Google will need to offer further concessions to avoid antitrust fines. According to the NY Times, Almunia said that Google needs to “improve” its current proposal: “I concluded that the proposals that Google sent to us months ago are not enough to overcome our concerns.” Almunia has reportedly asked Google’s Eric Schmidt “to present better proposals, or improved proposals.” As I’ve previously indicated, Almunia’s position is strange, given my understanding that he was directly involved in negotiating the current proposal with Google. Nonetheless, Google will apparently need to modify the proposal, which relies chiefly on labeling its own properties and offering “rival links” to competitors in search results. Almost immediately, competitors condemned the rival links approach and said it did … [Read more...] about Europe Calls For More Concessions From Google, Survey Says
How to Deal with a New Client That’s Violating Google’s Guidelines
Google’s webmaster guidelines are not the law.The guidelines are there to stop businesses from gaming their system and getting an unfair advantage over others.Breaking their rules doesn’t mean you will go to jail, but your site could be completely removed from their index.This can be incredibly damaging for business, considering Google is, by far, the dominant search engine.In this day and age, it’s wise to follow Google’s official guidelines. Whenever possible.One situation that many of us have dealt with is when we take on a new client that has been – or still is – violating these guidelines.It wasn’t you who made this decision, it may have been a previous provider or the client themselves. Whether knowing or unknowingly.So what do you do?Results From My Twitter PollI opened up this conversation to the Search Community, giving some common scenarios as examples.Here are the results:The Twitter poll was active for 12 hours and received 196 … [Read more...] about How to Deal with a New Client That’s Violating Google’s Guidelines