Warranties are the thing you sign on the way to get the cool thing you want. Few of us read them. Fewer still understand their finer points and implications, but if actively leveraged, warranties can play a significant role in marketing. Imagine you are asked to make your standard warranty into a conversation piece because of its point of friction on the path to purchase. How do you go about turning boring legalese into a point of differentiation? The Challenge: Raising Customer Awareness About a Mundane-But-Important Topic Two months ago we sat around a conference table and asked ourselves how we could raise awareness around our pretty boring warranty claim. Changing the narrative around the warranty mattered because we sell aftermarket engine lubricants (motor oils and such), and manufacturers of the markets we catered to (specifically the power sports market) would discourage customers from using any brand but theirs. In the tech space, this could be akin to hardware manufacturers … [Read more...] about How We Turned Our Boring Warranty into a Lead Gen Tool and Brought 600 Leads in 3 Weeks
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Below is what happened in search today, as reported on Search Engine Land and from other places across the web. Google My Business now lets businesses edit their listings directly in search resultsSep 6, 2017 by Barry Schwartz After months and months of testing, Google is rolling out inline editing in search for local businesses. Google officially adds AMP based featured snippets to mobile search resultsSep 5, 2017 by Barry Schwartz Now AMP pages can rank in Google’s position zero but Google says AMP is still not a ranking factor. Top European court’s ruling might embolden US tech companies to challenge regulatorsSep 6, 2017 by Greg Sterling The European Court of Justice rebuked a lower court for failing to properly consider Intel’s arguments in a nearly decade-old case. Google Analytics adds feature to unify users to Google AMP Cache pages & non-AMP pagesSep 6, 2017 by Ginny Marvin The AMP Client ID API requires a simple code change to unify users who visit … [Read more...] about SearchCap: Google local business edits, AMP powered featured snippets & Bing Ads bid adjustments
Below is what happened in search today, as reported on Search Engine Land and from other places across the web. Dear Google: 4 suggestions for fixing your massive problem with fake reviewsJun 15, 2017 by Joy Hawkins Columnist and local search expert Joy Hawkins notes that unless Google My Business gets serious about addressing fake reviews, it will suffer a loss of credibility. Here are her suggestions for tackling this ongoing issue. Setting up and testing AMP for WordPress: A quick 7-step guideJun 15, 2017 by Stephanie LeVonne Looking to get started with Accelerated Mobile Pages (AMP)? Columnist Stephanie LeVonne has put together this handy guide for WordPress users. Compare 6 top content management systemsJun 14, 2017 by Digital Marketing Depot Selecting the right CMS is a critical part of creating your business website. From basic capabilities for adding and editing content to more robust role and workflow management to support your internal processes, understanding and … [Read more...] about SearchCap: WordPress AMP & Google fake reviews issue
Facebook says the idea for adding Accelerated Mobile Pages and Apple News support to its Instant Articles toolkit came from frustrated publishers asking for an easier way to produce all three formats. That rings true; format fragmentation is a growing burden for news publishers. But generating Accelerated Mobile Pages (AMPs) from Instant Articles seems like a strange answer to the wrong question. Instead of looking for incremental improvements to the underlying problem, publishers and platforms should revisit the premise that all of these formats are necessary in the first place. What if one distribution format could work across multiple platforms? Consider AMP, Instant Articles and Apple News, which are essentially three different ways of presenting news articles. Of those, AMP is the only non-proprietary format — and by far the most flexible. Instant Articles policy forbids ads above the fold, limits ad frequency and blocks ad networks except Facebook’s Audience … [Read more...] about Is AMP the answer to format fragmentation?
Google’s Accelerated Mobile Pages (AMP) project is being launched today. Are you ready for it? In today’s column, I’ll give you an overview of the offering and show you how to get started with it. What Is AMP? This past October, Google announced Accelerated Mobile Pages (AMP), a very accessible framework for creating fast-loading mobile web pages. The open-source initiative is designed to enable publishers to easily improve speed (and consequently, the user experience) for their mobile readership without sacrificing any ad revenue that they may rely upon. Although experienced developers can often achieve similar results through intensive performance optimizations, publishers often neglect this due to resource constraints. AMP allows these optimizations to be easily achieved without altering the primary mobile web experience. There’s also the added benefit of its future usage by Google and other prominent web technology companies, who are encouraging its use by … [Read more...] about How To Get Started With Accelerated Mobile Pages (AMP)
What would you do if your web pages could load four times faster with six simple steps? You would login to your site and start walking through these steps, of course. That's exactly what I did. On February 23, 2016, Google introduced AMP listings into its mobile search results. So, what is Google's AMP, anyway? According to the Accelerated Mobile Pages (AMP) Project, "The Accelerated Mobile Pages (AMP) Project is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere." In normal people terms, this means when you search for a news search term, Google will show you carousel that highlights stories on AMP-enabled websites. The big difference now, thanks to AMP, is that when you click on one of the news search term links in the carousel, the article will load instantly. It might not sound exciting at first, but publishers are swearing by it. "In early tests, we found that AMP pages load four times … [Read more...] about Does Google AMP Affect SEO?
Q&A sites and discussion groups are a commonly encouraged tactic for demonstrating authority, growing community, and enhancing visibility. As a holistic online marketer, you’re comfortable explaining the benefits and requirements of Quora participation to clients – or at least you can be if you read these guidelines for promotion in-line with community etiquette on Quora. Quora’s 15 minutes in the spotlight may have peaked in 2011, when the Q&A service reached critical mass in interest and recognition. While it hasn’t gotten much special attention since, Quora is growing, driven by traffic from Google SERPs for complex question queries. Quora didn’t invent the question-and-answer model, but it is a lively community with topics that go far and deep. For businesses looking to use Quora to establish their subject-matter authority online, the ground rules must be set. I once had a client who’d been banned from Yahoo Answers for being too … [Read more...] about Quora Community Rules: A Starter Guide for Joining the Conversation
You have probably heard a lot about AMP lately. This article will give you an in-depth overview of what AMP is and what it means for you. I will update it regularly. According to Google, AMP (Accelerated Mobile Pages) “is an open source initiative that embodies the vision that publishers can create mobile optimized content once and have it load instantly everywhere.” What does that mean in plain speak? AMP is an initiative by Google to improve the mobile experience. By stripping down webpages to just the important parts, it allows them to load much, much faster. Have you ever spent 30 seconds waiting for an article load, just to give up and head back to Facebook? AMP is designed to help you avoid that scenario. How Does AMP Work? AMP works in two ways. First, it narrows the technologies used by developers to create web pages. For example, it requires simplified coding and does not permit the use of JAVA. This helps streamline pages. Second, it serves up pages from its own … [Read more...] about What You Need to Know About Google’s #AMP [Updated 9/20/2016]
No business can underestimate the importance of having their website content being displayed correctly and quickly on the mobile devices. But, with variants like the internet speed and different screen sizes, reaching out on the mobile web is a challenging task. Google has always focused on the user, and the user experience has always been the most important ranking factor. The user experience always starts with the page load time . In some countries where the internet speed is not an issue, the page load time totally depends on the technicalities of the page design and development. Every time a web page takes too long to load, the site owner loses a reader/buyer—and also the opportunity to earn revenue through advertising or subscriptions. Some time back, Google had introduced ‘mobile-friendly’ labels in mobile search results. This label was added to sites which ensured a good mobile experience by being responsive. This label has recently been removed because Google … [Read more...] about The Difference Between AMP and Mobile-Friendly Pages
Here’s proof we’re in a fast-paced, immediate gratification online era: If people can’t access a website within three seconds, they’re gone. Buying decisions are made in micro-moments. 70% of people who switch off a mobile app or site do so because of slow loading times. And, your entire overall website bounce rate goes up to a whopping 58% if it takes 10 seconds for your site to load. What if there were some way you could get your page’s content to load much faster for your mobile users? How many more people would read, stay longer, and potentially convert and become your customers? (Could it be as high as 70% on mobile?) Luckily, there’s now a way to get lightning-fast speed and immediately tune into your fast-paced audience’s needs. This solution is called the Accelerated Mobile Page (AMP), or the Google AMP Update, and it’s coming to a website near you. AMP is a completely open-source project that aims to enhance the user experience … [Read more...] about Guide To Creating AMP-Friendly Content