Granular geolocation. Many rankings tools allow you to target a specific city or perhaps a ZIP code. Google Chrome’s Geolocation Emulator allows you to specify your location down to latitude and longitudinal coordinates, and rankings react to this specificity. Specific mobile contexts. Rather than just “smartphone,” the minimum specification should include the ability to choose different browser and phone model variants. For instance, Safari on iPhone 6 rankings vs. Chrome on Android rankings. Full SERP measurement. Measuring just the organic components of a search results page (SERP) is misleading at this point. At the very least, there should be some measurement of the interplay between paid and organic, as well as the various SERP features (e.g., news results, local packs, featured snippets) that take away from the visibility of organic rankings. Additionally, pulling CTR data from Google Search Console into this content gives you more actionable details on how … [Read more...] about How and why the SEO tools industry should develop technical standards
Non technical roles in it industry
So a new breed of marketing and technology professionals—marketing technologists—are emerging to apply technical and engineering talents natively in the marketing department. In conversion optimization, odds are that you already work with—or are yourself—one of these hybrids. And as these roles become better integrated into the organization, including senior management (see The Case for a Chief Marketing Technologist), you’re poised to lead a broader technology-powered marketing movement. … [Read more...] about Can Conversion Optimization Change The World?
In the end, however, it is usually not the technical buyer making the ultimate purchase decision. This distinction is especially important in offline selling strategy, where most complex B2B sales are completed. As the selling process moves offline, remember to accurately identify the people and their respective roles. You can keep selling to the technical buyer until the cows come home, and she may become your biggest advocate, but if you fail employ a successful strategy for the economic buyer, you won’t get the sale. … [Read more...] about Search Marketing For The B2B Technical Buyer
At SMX Advanced 2012, I participated in Authority Building vs. Link Building In A Search Meets Social World, a panel that discussed the growing importance of social media's influence on rankings. It was right after that, to my recollection, Matt Cutts first said links would remain intact as the main authority factor for the foreseeable future. It's similar to what he says in his May 5, 2014 Google Webmasters video (autoplay), "But I would expect that for the next few years, we will continue to use links in order to assess the basic reputation of pages and of sites." … [Read more...] about What’s Behind It And How To React