Podcast: Download Subscribe: iTunes | Android | RSS Visit our Marketing Nerds archive to listen to other Marketing Nerds podcasts! In this week’s episode of the Marketing Nerds podcast, SEJ Executive Editor Kelsey Jones and Senior Editor Danielle Antosz talk about long form content such as ebooks and white papers, how it can help set you and your brand as a thought leader in your industry, and how you can tie it up with other pieces of content. Big Pieces of Content: Benefits and Getting Started The benefits of doing a big piece is that you can create lots of pieces of content around it. You do spend a lot of time and energy creating one piece of content, which can be hard for brand [marketers that are thinking], “I can’t get a blog post out once a week, how am I supposed to do this?” Breaking it down into tasks is definitely the first step. Break it down into something small and manageable. It doesn’t seem as intimidating if you break it down into … [Read more...] about #MarketingNerds: Benefits of Long Form Content
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How might Google be broken up into various companies? The story below explores the idea, in the guise of a chapter from a fictional book about how a Google break-up might have come about and the results from it. It explores the idea of a Search Engine Reform Act that breaks-up the company, as well as a Search Commerce Commission that oversees the search space. The Birth Of The Baby Googles Previous chapters have covered how the growth of Google and fears of how it was reshaping the communication landscape led to the application of existing anti-trust laws along with new ones to force a Google breakup in 2010. This chapter looks at the immediate aftermath: the “Baby Googles” or “Googlets” thatwere formed in the name of greater competition and consumer choice. Google (Search Products) The Google brand name remained with the company’s first product, search. Virtually all search-related products were kept part of Google, including enterprise search. Google … [Read more...] about What Would A Google Antitrust Breakup Look Like?
Here we’ll take a look at the basic things you need to know in regards to search engine optimisation, a discipline that everyone in your organisation should at least be aware of, if not have a decent technical understanding. One of our most popular articles of all time is a post entitled SEO Basics: 8 Essentials When Optimizing Your Site. It still does the business for us in terms of traffic, however it was first published in April 2013, so you can treat this as its long overdue and expanded update. What is SEO? Quite simply, SEO is the umbrella term for all the methods you can use to ensure the visibility of your website and its content on search engine results pages (SERPs). The methods vary from technical practices you can achieve behind the scenes on your website (we tend to refer to this as ‘on-page SEO’) to all the promotional ’off-page’ approaches you can use to raise your site’s visibility (link-building, social media marketing). For the … [Read more...] about SEO basics: 22 essentials you need for optimizing your site
Last week I looked at the potential of evergreen content for SEO purposes, showing how it can work over time. This time I’ll look at how to plan and create content like this, where to find ideas, and the different formats you can use. Planning and idea generation Ideas for content come from a range of sources, but here a few places to look for inspiration… Matching your product to the content Part of the challenge around evergreen is the nature of the product or service you’re looking to draw attention to. For Search Engine Watch this isn’t too tricky. We’re about providing advice and insight into (primarily) search marketing, so that’s what we do. However, it isn’t so easy for some businesses. Exciting brands like Lego can create (or get their fans to create) content easily thanks to the product. But what if you’re selling pest control solutions, or insurance? The deBugged blog from pest control firm Ehrlich is one example. Content … [Read more...] about How to plan and create evergreen content
These “content thieves” are able to do damage to the original site’s rankings, causing a loss of search visibility, potential sales, and leads. The examples here call into question the effectiveness of Google’s handling of content scrapers. At the moment, Google seems to be unable to recognize the original source of content consistently. This is a real problem for content creators. In advance of Pi Datametrics’ talk at last week’s Brighton SEO conference, we devised a test to see how easy it was to disrupt another site’s rankings by copying their content. In this post, I’ll look at the results of these tests and discuss what publishers can do to combat the problem. Note: these examples are from Google.co.uk. Can Copycat Sites Outrank the Originals? The original idea for the test came when Pi Datametrics noticed the volatility of a client’s search rankings. After some investigation, they found the cause was content thievery. Example … [Read more...] about Is Your Content Working Better for Someone Else?