share tweet share pin it e-mail share Slide from ‘Competitive Analysis: Realize Your Visibility’ Yesterday David Harry and I participated in a Searchmetrics webinar entitled “Competitor Analysis: Realize Your Visibility” and since my post today is related I thought I’d mention there is a recording of the webinar here and the featured picture above is a slide from the presentation. This post will provide further back ground and links to other resources that will help Three types of Audits: Site Audit: Technical SEO and server config review Content Audit: Review of types and quality of digital assets for each step in conversion funnel Engagement Audit: Comprised of review and analysis of link profile(s) and Social signals When your content is not targeted at the right audience it will not be as effective and some types of content are better suited to fill a user’s need at a precise point in the conversion funnel (eg: … [Read more...] about Using Audits to Build a Comprehensive Content Strategy –
Stack implementation in c using array
Google’s John Mueller says there’s no harm in using different types of structured data, such as JSON-LD and microdata, on alternate versions of a page.This question came up during yesterday’s Google Webmaster Central hangout where the following question was asked:“Schema markup with a desktop and AMP version – is it OK if the desktop version is implemented using microdata but the AMP version is using JSON-LD?”Implementing structured data that way is perfectly fine, Mueller says.Although there’s one thing to keep in mind, which is that some kinds of structured data are only available on JSON-LD.So if JSON-LD is being used on one version of a page, it might be worth double-checking if there is equivalent microdata for the other version.Otherwise, there’s nothing wrong with using different types of structured data on different types of pages.It’s even OK to use different types of structured data on just the desktop version of a site … [Read more...] about Google: It’s OK to Use Different Structured Data Types on Alternate Versions of a Page
If a large percentage of people searching for “NY travel” in a search engine choose a result titled “Airfare to New York City”, should the search engine start defining “NY” and “New York” to be synonyms? Can a search engine learn from results that it provides to searchers? Can it make inferences about the relationships between different queries based upon the similarity of results that it returns, and the choices that people make when faced with those results? How could a search engine be set up so that it can take advantage of the histories of different queries that return similar results, and yield similar choices from the searchers who enter those queries? A new Yahoo patent application explores a method for approaching that result. Using matrix representations of search engine operations to make inferences about documents in a search engine corpusInvented by Shyam KapurAssigned to Yahoo!US Patent Application 20070094250Published April … [Read more...] about Yahoo to Use Query Histories to Improve Search Results?
There have been some tremendous advances in understanding the value of digital (and offline) marketing initiatives in recent years. And with everything from tracking pixels to sophisticated analytics and attribution platforms, many marketers have finally begun to use the ocean of available data to guide their marketing dollars. For those doing this well, it means knowing just how much it costs to acquire a new lead or customer, sell a product or service, or get people to interact and engage in upper funnel activities. For those not doing this, in most industries at this point in history, it means playing catch-up just to stay competitive. But while all of the latest tools and technologies are helping us to figure out how our different marketing channels are helping us achieve X, Y or Z and at what cost, many of them are missing a critical component to the equation: the customer or prospect. While it’s great to acquire a new customer, it’s even better to acquire the right … [Read more...] about Using Customer Data To Predict Value And Optimize Media Spend
Marketing technology (martech) stacks are all the buzz right now, especially following the Stackie awards given out at the MarTech Conference recently. There were some excellent visualizations of what technologies companies use and how they categorize them within different stages of their funnel. To me, this is all very fascinating. I love checking out what other companies are using and discovering new tech solutions. But these visualizations are missing something: how do they specifically use it all? We need some good how-to content around using martech stacks. Originally, I had wanted to outline some step-by-step use cases for my martech stack(s), but I realized that I could write a book on it. Instead, I’m going to focus on how I use my martech stack to manage my SEO efforts. I look at SEO like a carousel: It’s constantly going round and round — continuous, unending efforts are needed to compete in new topics or keywords and to keep up with changes in the way … [Read more...] about How I use my marketing technology stack (SEO edition)