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Likewise, if marketers define their Back to College (BTC) consumer target as the traditional student, they ignore the range of students that leave millions of dollars behind. "Students" today are not only 18 to 21 years old. There are many other age segments, many older, who may have families of their own and different purchasing needs than younger students. All of these changes in the BTS market demand a new approach to marketing. One of the most important underpinnings to that approach is understanding that BTS segments are diverse. While they share many commonalities, they also are unique in terms of what resonates to them and how they will choose to allocate their money for BTS spending. The data behind these students tells an important story. Marketers who leverage that data and develop marketing strategies around it will surely reap millions of uncaptured retail sales. I believe we need to redefine what the BTS season is and learn how to market most effectively to these consumers … [Read more...] about A smarter approach to back to school marketing

Want to see what other books we’ve covered? Read our other reviews in the SEJ Book Club archive. How many times have you heard “Content is King”? With one Google update after the other, there’s no denying that providing quality content is more important now than ever before. In my opinion, these algorithm updates have hyped up content marketing. But what is it, really? According to SEJ’s Content Marketing Guide, “The term ‘content marketing’ means different things to different people.” You can think of it in two different ways: The use of content to promote your brand or products or services The strategies you use to promote your content (e.g. a blog post) Regardless of how you define content marketing, one question remains: How can you promote something if you don’t have anything? In his book Killer Web Content (affiliate link), Gerry McGovern writes: A small percentage of web content really makes a difference. It makes … [Read more...] about #SEJBookClub: Killer Web Content by Gerry McGovern

As a search usability professional, I am always interested in the results of high-quality usability tests on search engine results pages (SERPs). I want to know whether test participants can truly complete their search tasks more efficiently, more effectively and with greater satisfaction. Were any roadblocks encountered? If so, what were they? Can we minimize or eliminate some roadblocks? If so, the result is better search results pages. For search optimization professionals, the result is better optimization because, for the most part, search engines get content for search listings from your website. Better content, better labels, better aboutness, better search listings. However, I am always troubled by usability studies that are not conducted properly. So for today’s article, here are some things you should look out for when hiring a usability firm to conduct eyetracking tests on search interfaces. Characteristics Of Test Participants Whenever you conduct a usability study, … [Read more...] about Eyetracking & Search Engine Optimization (SEO): Fad, Fact, or Fiction

This is part 6 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. Phase II: Discovering Search Phrases What is a search phrase? Before we go any further, let's discuss the difference between a core term and a search phrase. For the purpose of this document a core term and search phrase are similar in that both will be searched and both can provide potential traffic to your site. Core terms, represent a broader topic while the search phrases are simply core terms with added qualifiers, therefore representing a narrower focus. Both core terms and search phrases will be optimized into your website to drive traffic and hopefully, be instrumental in generating strong conversion rates. In the research process each core term will be used to uncover dozens, if not hundreds of search … [Read more...] about Comprehensive Guide to Keyword Research, Selection & Organization, Part VI

Do you regularly use Google’s Wonder Wheel? How about SearchWiki, Yahoo Correlator or Search Monkey? I’m guessing about 95% of you said no. And you’re no ordinary group of searchers . In terms of search literacy, you’d be ranking in the top 0.1% of the population. In a randomly assembled group of 1000 people, you’d stand out as the expert on web search. It’s the reason you actually take time out of your day to read a column on search behavior. Believe me, normal people don’t read this stuff. Even Geeks don’t tweak search I like all of the above search refinements. They make the user experience better. And when it comes to being a search behavior geek, I’m even geekier than you. But I have to confess something. I don’t use any of them. Nary a filter, an advanced query, nor a Boolean operator can be seen in my search history. My searches are plain vanilla, boring, ridiculously simple. The way I use Google is not so different … [Read more...] about Digital Literacy And Digital Diligence