Tell me if this rings a bell. Are your search recommendations overlooked and misunderstood? Do you feel like you hit roadblocks at every turn? Are you worried that people don't understand the value of your work?I had an eye-opening moment when my colleague David Mitchell, Chief Technology Officer at VML, said to me, “You know the best creatives here aren’t the ones who are the best artists — they’re the ones who are best at talking about the work.”I have found that the same holds true in search. As an industry, we are great at talking about the work — we’re fabulous about sharing technical knowledge and new developments in search. But we’re not so great at talking about how we talk about the work. And that can make all the difference between our work getting implementing and achieving great results, or languishing in a backlog.It’s so important to learn how to navigate corporate bureaucracy and cut through red tape to help your … [Read more...] about Your Red-Tape Toolkit: 7 Ways to Earn Trust and Get Your Search Work Implemented
I want to create a website to earn money
If you have a website, you have a call to action, or CTA — multiple CTAs, probably. There’s no such thing as a successful marketing campaign unless there is a successful CTA. Conversions, revenue, business and profit — they all depend on the mighty call to action. The CTA is so powerful, so important and so foundational to the success of any online marketing initiative that I just have to tell you how to develop CTAs that will benefit your business. I know this from working as a consultant to dozens of businesses and coaching hundreds of marketers. This information is too important to sit on. So below, I’m going to describe what a CTA is and the many forms it can take, and how to make sure your CTAs contain the basic elements that must exist to make them work well for you. No, seriously… Who’s Calling Who To What Action? The call to action, better known as the “CTA,” is an appeal to users, inviting their response. In digital marketing, … [Read more...] about The Power Of The Call to Action & How Its Strength Boosts Conversions
Last week, our Google Knol – Google’s Play To Aggregate Knowledge Pages article covered the Wikipedia-like Google Knol product that Google is testing and may release in a few months. In that article, I noted how Knol was aimed squarely at services like Wikipedia, Yahoo Answers, Mahalo, and Squidoo. Since them, some of those players have responded to the Google challenge. Below, a look at what they are saying, as well as the complicated issues when everyone wants a web site that ranks for everything — including Google. Squidoo Knol seems most like Seth Godin’s Squidoo site. In Seth’s response to the Knol announcement, he illustrates well how closely related the two seem to be by taking the example Knol page on insomnia that Google put out and reproducing it on Squidoo. The Google page was Creative Commons licensed to allow reproduction, so there’s no harm, no foul in doing this. Of course, Knol authors will not be required to license out their … [Read more...] about Competitors Respond & Time To Limit The Aggregators?
Each month, I compile Search Month— a recap of all the stories that have happened relating to search, categorizedby topic. I thought it would be fun to take all the Search Months over the pastyear and produce this edition of Search Year 2007. It was far more work than Iimagined, but I hope you’ll find this at-a-glance guide to what happened insearch during 2007 to be helpful. At-a-glance might be a stretch. This is a massive post, and I’m sure somepeople might feel a bit of overload. So, here’s some guidance as to how thingsare organized. In many categories, I tried to pick the biggest news story for that topic.This isn’t always the case. With some categories such as SEO, there where manygood, compelling stories. In some of those cases, I went with a catchy headlineor a recent, broadly applicable article. I wish I’d had the time to more closelygo through and pick out the very best in each section, but it was too mucheffort. Below each main story are … [Read more...] about Search Year 2007: Search News, In Review
We asked 30 link building experts 9 questions about backlink analysis… and got 20,000 words of response. This article is part 1 of a 3 part group interview series on backlink analysis. Part 1 covers how backlink analysis – of your site and your competitors’ sites, as it applies to link building campaign design. You’ll find each expert’s answer grouped by question. You’ll have to assemble the “big picture” takeaways yourself by reading through all the responses. I’ve read through this at least three times now, and each time I come away with new ideas. There is repetition, but there’s enough difference that I believe even the most experienced link builder will have a moment or two of discovery-induced excitement. Thank you, thank you, thank you to the contributors. I can’t wait to put what you’ve taught me to work! And we’ll see you again in part 2, which looks at the technical aspects of what exactly gets … [Read more...] about 30 Link Builders Discuss Backlink Analysis For Campaign Design