The world has been and always will be a place filled with incredible and exciting people with endless different backgrounds and perspectives, and some people might say that the digital marketing industry has evolved to represent this rich diversity. However, that’s not entirely the case. Many cultures still lack representation, especially online, but that doesn’t mean there hasn’t been any progress. These past few years, we’ve seen the industry act to meet the expectations of inclusivity – a message that has been growing steadily from their consumers in both power and volume. Successful brands such as Fenty and Adcolor have demonstrated that inclusive marketing should come first in every campaign, as it makes the audience feel your brand reach and drastically expands your customer base. During day two of Google Marketing Live this year, we got to see a panel of C-Suite executives from both of these brands (and others) that have been exemplifying the … [Read more...] about Inclusive Marketing: Why and How Does it Work?
Seo how does it work
The HTTP/2 protocol was published in 2015 with the aim of creating a faster, more secure Internet. Adoption has been gradual and is ongoing, but there are clear benefits for marketers who make the upgrade. So what exactly is HTTP/2 and how does it affect SEO? The variety and quantities of information transferred on the Internet have changed dramatically in the past decade. Content formats are larger and more complex, mobile usage has increased significantly, and there is a growing global population of Internet users on a daily basis. It is within this ever-changing landscape that a group of developers built SPDY (pronounced ‘speedy’, aptly enough), to build on the syntax of the original Hyper Text Transfer Protocol (HTTP). As the name suggests, SPDY was developed with the core aim of finding faster ways to transport content on the Internet that would reduce page load speeds. SPDY was primarily developed by a group of Google engineers and it provided the platform for … [Read more...] about What is HTTP/2 and how does it benefit SEO?
Editor’s Note: This is a section of our completely redone SEO Guide. Enjoy! I’ve been in the web marketing industry so long that I get to tell “back in the day” stories that leave today’s younger generation of SEOs scratching their head wondering what the heck I’m talking about. It’s kind of like explaining to your children that cartoons used to air on TV for only three hours a week! And you had to get up at 7 AM to watch them live! Just to prove my point, when I started doing SEO (“back in the day”), rankings were the only thing that mattered. I’m ashamed to admit it, but in my very earliest days, my optimization practices constituted getting the keyword on the page as many times as possible without ruining the visitor’s on-page experience. It’s heartening to know that I, and the industry at large, have come a long, long way since then. In fact, if there was just one very significant evolution that has happened … [Read more...] about Making SEO and User Experience Work Together
Continuing my promise to deliver a slightly more wide-eyed ingenue spin on all things search related, here is an exploration of another important term that crept into the SEO conscience way back in 2013: semantic search. What is semantic search? It’s probably easier to give you examples rather than trying to paraphrase the rather verbose Wikipedia entry. Remember how ‘back in the day’ you would type a search query into Google and it would hit you with a result based purely on your keywords? Like if I had typed in ‘Portishead’ without context I would have been offered a mixture of results based on the band and possibly the town in Somerset. However right now in this modern semantic world of ours, if I type in ‘Portishead’ I’m purely given results about the band, mainly because most of my search history is music related and not at all Somerset related. That’s semantic search at its most simplistic. Taking various details about the … [Read more...] about What is semantic search and why does it matter?
It’s hard to meet anyone in the digital industry who hasn’t heard about RankBrain. And it comes as no surprise that this system along with its impact on search results raises endless questions and disputes. We’ve made an attempt to understand the way RankBrain operates and if there’s anything we can possibly do to optimize for it. Let’s start from the very beginning. What is RankBrain? RankBrain is a machine-learning system developed by Google to help improve search results and to interpret brand new queries that haven’t been previously searched for. Some experts consider it to be part of the Hummingbird search algorithm, which was launched to help Google better understand the meaning of the entire query behind exact keywords. The first official statement about RankBrain was made by Google senior research scientist Greg Corrado on October 26, 2015. Here’s how Greg explained the operating principle of the algorithm: “If you’re … [Read more...] about How does RankBrain work and what does it mean for search marketers?