For years now, there has been some discrepancy between statements from Google Local engineers and general optimization advice from some local search marketers where reviews and ratings are concerned. So, what’s the skinny? Rating values may simply not affect your rankings. Read on to see why. Ratings Vs. Reviews A rating is usually a qualitative measure — essentially, a numerical score which a consumer selects when critiquing a business — such as on a 5-point or 10-point scale, or one to five stars, grades between “A” or “F”, or some other qualitatively measured scale between “poor” and “excellent.” A review is typically some text one has written about a business. The two are often used in the same breath when talking about rating or reviewing businesses, and the two activities are often combined in the same process when users are encouraged to provide feedback about a business. In this article, we’re primarily … [Read more...] about Should You Count Reviews & Ratings Out In Google Local Rankings?
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Firstly, as a quick refresher, the terms ‘big data’ and ‘programmatic’ sound more complex than they are! In my last article, Why Do Big Data & Programmatic Marketing Actually Matter?, I described how big data can simply be thought of as ‘more data,’ and that having more data makes us smarter marketers. Using more data can be difficult to do, and so, the way to use more data is with an approach called ‘programmatic.’ Removing all the complexity and BS from the term, at its highest level, ‘programmatic’ just means that you are writing some logical rules that combine bits of that data together. Simple, right? It Means You Don’t Have To Guess Anymore The rise of media exchanges and RTB (real-time bidding) means that as marketers we no longer need to simply shout at crowds, but instead can talk directly to individuals. It used to be common for a marketer to brief an agency or publisher about their audience by describing … [Read more...] about 3 Real-Life ‘Programmatic’ Executions & What They Mean To You
In retargeting, as in life, timing is everything. There are two major factors that make search marketing so successful. The first is marketer control at the keyword level. That’s about as granular as intent-based advertising gets. The second is that search ads have immediate recency. Meaning, the time between user intent and ad impression is nearly zero. As soon as the consumer hits search, the relevant ad is right there for him or her to click. This is one reason click through rates in search blow away social CTR. We refer to this impact of immediacy as the “recency bump.” Now, retargeting users with display ads enables marketers to benefit from the recency bump beyond the search engine results page. And, the triggering event doesn’t even have to be a search. A site visit or even an offline event can trigger time-sensitive display ads that cash in on recency. Why Recency Matters: The Proof Is In The Data. Although the recency bump should make sense to marketers … [Read more...] about In Retargeting Timing Is Everything
I’m at the FTC’s “Journalism & Internet Age” Workshop in Washington DC today, where we’re expecting addresses from Rupert Murdoch and Arianna Huffington, along with Josh Cohen of Google News and a variety of panels. I’ll be on one of those panels later today. I’m going to do a big live blog of things I find interesting, and you can also watch the webcast via this page. Why is the FTC doing this workshop? FTC has policy functions assigned to it to investigate new developments in the marketplace and make legislative recommendations. With radio, recommended act that made the FCC. Workshop today intended to bring out more facts. “The bottom seems to be falling out of the news business” as consumers shift their habits. Though newspapers were still profitable overall in 2008; TV still main way people get information. But newsrooms of dailies may employ 25% fewer people. Was at the LA Times recently and felt sense of shock at rows of … [Read more...] about Live Blogging The FTC Workshop On Journalism & The Internet
Let’s just get it out there: it appears that Zunch Communications, a Dallas-based SEM, has filed for bankruptcy. While some might call this an isolated incident, some speculative minds suggest that a correction is on the horizon for SEM agencies. Indeed, Searcharazzi is dumbfounded by the hundreds of firms that have grown and multiplied during the early years of search, which traditionally means that the environment is ripe for consolidation. Take a quick tour of any Search Engine Strategies exhibitor hall and you will get the drift. Let’s start with a tour of SEM and related acquisitions: 1998 Outrider acquired by WPP 2000 Website results acquired by 24/7 2003iFrontier acquired by Avenue AGoToast acquired by aQuantive 2004SendTraffic acquired by TraffixMarketleap acquired by Digital impactPerformics acquired by DoubleClickGlobal Promoter acquired by WebsourcedDecide Interactive acquired by 24/7Rawhide acquired by eXact AdvertisingiProspect acquired by ISOBAR 2005 Proceed … [Read more...] about Searcharazzi: Touring the SEM Graveyard