Following on from Part One of this series where the topic of influencing brand perception was discussed, this new instalment looks at how content can help you tap into the mindset of the people you’re trying to sell to. Part two: to gauge public opinion Pretty much any content related book, article or conference talk you come across will at some point mention the term ‘audience-focused content’. As a phrase and a concept, it’s a simple one – create stuff that people are going to want – but the cogs that sit behind it can be both complicated and costly. Rather than researching what people want then creating content to reflect that, there’s an argument to say your content could actually be your research method. By publishing then assessing how people react to what you put out there, the data can be used to create something bigger and better, or to inform other business actions. Pre-internet (a scary thought) I recall being involved in various … [Read more...] about Why companies create content – part two: to gauge public opinion
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Human behavior flows from three main sources: Desire, emotion, and knowledge. And Google seems to know this better than anyone. What made the difference between Google and other now left behind search engines was its ability to produce highly relevant results and the constant attention directed to the user’s needs and desires. With the new Knowledge Graph technology, Google redesigns the world of search by trying not only to understand its users but also to anticipate their wishes. What is the Knowledge Graph? Wouldn’t it be great if Google could “understand” YOU? The words you use aren’t just words … they are entities and they refer to real things in the world. Actually, this is possible as Google takes the concept of the traditional search engine and turns it into a knowledge engine that provides users with smarter and more relational search results. The Knowledge Graph might be one of the most revolutionary technologies used in the search … [Read more...] about Can You Optimize Google’s Knowledge Graph?
“How cool would it be to have 1 million Facebook fans?” This is how I tend to go about setting social media marketing goals. I pull an aspirational number out of the air and go for it. Would it be cool to have 1 million Facebook fans? Absolutely! Is this the right way to set goals? Coming up with goals for our Facebook page and other social media channels has often been a bit haphazard for me. Imagine having a system of goal-setting to help create rational, achievable goals. This set me out on the research path to look into other popular goal-setting strategies and frameworks that exist and seeing how these might work for social media marketing. Keep reading below to see five amazing strategies that I found. And feel free to share any thoughts on the way that you’ve gone about setting strategies for your social media marketing. 7 Popular Goal Setting Strategies for Marketers to Try What you get by achieving your goals is not as important as what you become by … [Read more...] about 7 Goal-Setting Tips For Social Media Marketers
As summer travel rolls into full swing, I’m reminded that much of local search is performed by non-locals. Depending on vertical, a significant amount of business may be from visitors outside the local area, either long-distance travelers or those visiting from nearby towns for the day. I’ll use my town, Frisco, Texas, which is a far northern suburb of Dallas, as an example for some perspective. Frisco is not like San Francisco, Washington, DC, or other destinations that have much stronger reputations for tourism and travel. According to a study by Frisco’s Convention and Visitors Bureau in 2013, the top three reasons for visiting Frisco were business travel, a weekend getaway and youth sporting events. Yet that same study revealed more than 31,000 out-of-town visitors come to the city and spend $3.9 million every single day. At the time, the city’s population was approximately 130,000 residents. Thus, every day, there are 24 percent as many visitors as there … [Read more...] about 33% of local search business is from non-locals (and 7 tips for capturing that traffic)
Google's John Mueller has just published on the Google Webmaster Central blog how Google handles the new top level domains (TLDs). John said Google is publishing this because of the questions and misconceptions the company has heard throughout the webmaster community. In summary, there are no TLDs that Google finds preferential to others; they are all treated equally in rankings. There are some geo-specific TLDs that Google will default to a specific country and use that as an indicator that the website is more important in a specific geographic region. But all TLDs are treated equally. Here are the FAQs Google published on this topic today: Q: How will new gTLDs affect search? Is Google changing the search algorithm to favor these TLDs? How important are they really in search? A: Overall, our systems treat new gTLDs like other gTLDs (like .com and .org). Keywords in a TLD do not give any advantage or disadvantage in search. Q: What about IDN TLDs such as .みんな? Can Googlebot crawl and … [Read more...] about Google Explains How It Handles The New Top Level Domains (TLDs)