The world has been and always will be a place filled with incredible and exciting people with endless different backgrounds and perspectives, and some people might say that the digital marketing industry has evolved to represent this rich diversity. However, that’s not entirely the case. Many cultures still lack representation, especially online, but that doesn’t mean there hasn’t been any progress. These past few years, we’ve seen the industry act to meet the expectations of inclusivity – a message that has been growing steadily from their consumers in both power and volume. Successful brands such as Fenty and Adcolor have demonstrated that inclusive marketing should come first in every campaign, as it makes the audience feel your brand reach and drastically expands your customer base. During day two of Google Marketing Live this year, we got to see a panel of C-Suite executives from both of these brands (and others) that have been exemplifying the … [Read more...] about Inclusive Marketing: Why and How Does it Work?
Does seo work
Sometimes I think SEOs have lost the plot. Not all SEOs, mind you, but many, especially the newbies. It’s like they don’t understand the reason for doing the SEO things that they know they need to do. I think many walk around with a checklist of SEO-type duties and set off to do them, yet they have no clue as to why. “Title tags: check!”“Meta tags: check!”“Links: check!” “All done! Yay, that was easy!” But without knowing the ultimate reason for doing the things they do, they don’t get it done correctly. You don’t create titles for titles’ sake. You don’t get links for links’ sake. Everything that we teach people to do in SEO has a purpose, and that purpose is not to make the search engines think our site is better than it is. The purpose is to actually make the site better than it is. The search engines place weight on certain factors in their ranking algorithm for a reason. They didn’t … [Read more...] about Avoiding Clueless-Is As Clueless-Does SEO
How much does SEO cost? It’s the proverbial, “How long is a piece of string?” question. And if you think about it, this is not without good reason. SEO is not as easy to nail down as, say, sending out a direct mail campaign to 100 recipients. In some ways, it is not always as easy to measure, as many marketing activities may impact organic search traffic. The cost of SEO is also directly related to the potential rewards. Ranking nationally for a highly prized keyword that may be £10 per click in AdWords will have far more costs associated with it than ranking for a locally oriented keyword. But even on a local level, there can be huge variability — and whether you want to rank in a state, county, city, town or micro-area like a borough or village will influence how difficult this will be. This, of course, influences the price of SEO for your unique situation. In this post, I am going to look briefly at the benefits of organic search via … [Read more...] about How much does SEO cost?
Last year, Matt Cutts said in a YouTube video that Google didn’t count social media metrics such as likes or shares when ranking search results. But fast-forward 12 months and the landscape has changed, with social influencing all areas of search engine optimization, be it on the Web, mobile, or local. While Google doesn’t factor likes and retweets into its algorithm, it does use social to gauge what’s popular. Two key drivers that have impacted this change are “convergence” and “empowerment,” according to Jason Dailey, head of search at MediaVest. Convergence refers to the different channels coming together, whether it’s local, SEO, paid search, social, or video, whereas empowerment is all about consumers. “There are a lot of areas that are converging and these are becoming gray territories in terms of where one ends and the next begins,” says Dailey. “Consumers are also becoming more empowered than ever to control the … [Read more...] about Social and SEO Work Better Together
It’s hard to meet anyone in the digital industry who hasn’t heard about RankBrain. And it comes as no surprise that this system along with its impact on search results raises endless questions and disputes. We’ve made an attempt to understand the way RankBrain operates and if there’s anything we can possibly do to optimize for it. Let’s start from the very beginning. What is RankBrain? RankBrain is a machine-learning system developed by Google to help improve search results and to interpret brand new queries that haven’t been previously searched for. Some experts consider it to be part of the Hummingbird search algorithm, which was launched to help Google better understand the meaning of the entire query behind exact keywords. The first official statement about RankBrain was made by Google senior research scientist Greg Corrado on October 26, 2015. Here’s how Greg explained the operating principle of the algorithm: “If you’re … [Read more...] about How does RankBrain work and what does it mean for search marketers?