Why do companies large and small invest billions of dollars each year in search engine optimization (SEO) and other search marketing tactics? There is more to the answer than, “Because it just works.” The truth is that there are a number of psychological principles that can explain why search is such an effective form of marketing. Understanding why users interact with some search listings and not others can help you craft a better user experience, from the initial click all the way through to the conversion. Every decision we make based off one of two motivations: We are either looking to avoid or remove pain, or we are looking to gain pleasure. Pain and pleasure drive us to look for ways to make our lives better. Now, before you stop reading because you think I am getting a little too “unscientific,” let me give you an example. At 2:00 AM, you wake up to a flood of water in your home. The water heater has broken, and now you are experiencing a ton of pain. … [Read more...] about The psychology of search: Unleashing the power of connection
Google what does haggle mean
The movement toward structured data markup (i.e., increasing use of standards like Open Graph, Schema.org, RDFa, etc.) has bothered me for awhile, but I could not exactly put my finger on the issues. A few weeks ago at SMX East, there were some great presentations on these topics, and I finally realized that I have many major reservations about the proliferation and use of these standards, on many levels (mostly from a publisher perspective; for end-users they are generally a very positive development). What Are These Standards? They sound complicated, but in layman’s terms, I would say: think of them as being similar to additional meta-tags on a page, similar to a meta-description or meta-keywords, but often in XML format, which convey certain structured information about various objects. Like meta-tags, these are intended to be machine-readable, but not necessarily presentable to humans in a browser. Much of the rich information showing up in search engine results (such as … [Read more...] about Structured Data Markup Was Inevitable, But Is It An Admission Of Failure?
One of the first things all new and prospective clients want to know is how long it take for a content marketing strategy to see real organic results on Google (yes, I know they aren’t the only search engine). Some want to know how long it will take to get from zero, as they don’t have a website or have as few as 100 unique relevant search visits daily. For others, they have a bit of history and want to step it up. I know the answer for what happens when we content marketers start from zero, too. The vague answer is: it depends on how hard your client wants to work, meaning how much real and relevant content can be created and how much competition there is for their key word phrases. Also, how big is their niche? If no one would ever search for their desired niche, they may never be found. And if they don’t have time or desire to work hard, it depends on how much money they have to invest in their content marketing team. A concrete answer:100 unique organic visits … [Read more...] about Case Study: How Long Does It Take to See Organic Search Results?