Sector insights Emily Hogarth, 23 Nov 2018 Prosecco may have been the festive favourite over the last few years, but will this still be the drink of choice this Christmas time? Looking at what people have been searching for, we predict that Prosecco won’t be number 1 this December…. Prosecco for Christmas Last Christmas we gave Prosecco our hearts, with 489,000 bottles of the Italian sparkler being bought across supermarkets and off licences two days before Christmas. In fact, Prosecco accounted for almost 65% of Sainsbury’s sparkling wine sales last year. It’s clearly not just a Christmas treat. The chart below shows three years worth of search data across alcohol categories. We can see that ‘Sparkling wine’ (which includes Prosecco, Champagne, Cava etc.) dramatically peaks each December, and is continuing to grow: Search volume for Alcoholic Drinks in the UK But we can also see a more impressive growth happening over the last 3 years…. … [Read more...] about Alcohol Christmas #1: Will Gin be most searched this December?
What should you do when you’ve been on the receiving end of an algorithmic change, or, heaven forfend, a manual action? As with everything, it depends on the type of penalty, the scale of the problem and your ability to sort things out. After you’ve stopped freaking out, there are a bunch of things that you should – and shouldn’t – do to try to identify and fix the problem. Here’s a top level overview of what you need to take a look at. 1) Avoid panic Sure, your heart may race a little faster, but keep a cool head and figure out what’s going on. You can normally spot the most likely reason for the penalty within an hour or two. Once you’ve determined the source of your stress, there are a few things that you need to do… 2) Figure out if you have a manual penalty Check in with Webmaster Tools. If you’ve been given a penalty by Google’s Webspam team then you should see a warning under Search Traffic/Manual Actions. This … [Read more...] about What should I do when my site has been hit with a Google penalty?
How do you fight ad misplacement and fraudulent advertising? First of all, it’s hard. No media buyer can guarantee complete brand safety, nor can they ensure that every single impression is from a real person rather than a bot. A percentage of any digital advertising spend, at least for the foreseeable future, will either be wasted on non-human traffic (NHT) or served on inappropriate sites. The best an agency can do, for now, is keep this percentage as low as possible. The current accepted benchmark of around 10 to 15 percent for NHT on an ad campaign, as Adloox has suggested, is seriously unambitious; we can all aim a lot higher than that. It is up to agencies, after all, to re-establish trust in digital — something that’s profoundly lacking, as Procter & Gamble’s Marc Pritchard highlighted in his speech at the Internet Advertising Bureau’s annual leadership meeting earlier this year. We can’t let digital suffer anywhere near the estimated $7.2 … [Read more...] about How to fight against online ad fraud (in 6 steps)
Last week, I talked about how you really do know what to say in social media. I got lots of nice feedback on that post, but I know that some of you are still skeptical. I know that some of you still believe that old PR maxim to never dignify a scurrilous story with a response. Or that some criticisms are "one-day stories," and answering them just "gives them legs." And some of you are especially adamant about this when it comes to reviews of your business or your products that you just KNOW are fake. And, I am here to tell you that you are wrong.Let's say that you have the power to even determine which reviews are fake and which ones are real. (More on that magical power later.) And you spot a scathing review that you are convinced was placed there by your arch rival. I know this might be hard to swallow, but the right thing to do in that situation is to answer it, not ignore it. (I know that not all reviews can be answered, but answer the ones that you can, especially in blog … [Read more...] about Don’t be afraid of fake reviews
So, you’ve been debating for years about whether to attend MozCon and you’re finally ready to pull the trigger. Or, maybe you’re still not sure if MozCon is right for you and you’re wondering what the big deal is (a fair and reasonable thought). Whether you’re still on the fence or looking to get hyped, here’s the spiel for why you should attend this year's MozCon. And if, after seeing our awesome agenda, you're in need more than our stellar line-up and amazing donuts to convince you, then look no further than this post. We're less than four weeks away from MozCon, so we thought we'd dust off the old "things to do while in Seattle" list. So, if you’re attending or still doing research to see if the juice is worth the squeeze (how responsible of you!), here’s a sampling of the places you'll go whilst in Seattle for MozCon this July 15–17. Get your tickets before they're gone! We asked our Mozzers … [Read more...] about The Ultimate Guide to Exploring Seattle This MozCon