How did we go from the New York Times seeming to single out visitors from Google with a “5 free visit per day” policy to supposedly all search engines being limited in such a way? And what’s up with there being no limit for visitors coming from anything that’s not a search engine, including Twitter and Facebook? Sit back, and I’ll tell the tale. New York Times Paywall, Mark I First, some history. The first New York Times paywall, TimesSelect, launched on September 19, 2005 and cost $49.99 per year (if you didn’t already have home delivery). It gave you access to New York Times columnists, archived articles and some premium content. TimesSelect lasted exactly two years, closing on September 19, 2007. Among the issues, as I recall them, was that by cutting off its content, the NYT also cut itself off from advertising pageviews. People couldn’t find stories through search; they couldn’t share them, either.Officially, the NYT wrote that user … [Read more...] about The Leaky New York Times Paywall & How “Google Limits” Led To “Search Engine Limits”
A well-defined brand no longer guarantees search placement. It is only through enterprise-level cultural changes, informed by a close monitoring of search evolution, that sustained SEO success can occur. Yes, brands are still a very strong signal when it comes to ranking, however, recent advancements like “authorship rank” and Search Plus Your World have hyper-focused our promotion strategies. A presumption of entitlement drives many legacy brands to complacency. Too often, we see an organization enjoy a few years of strong search results and then relax into “we’ve got that covered” mode, allowing its focus, vital resources and attention to shift to other initiatives. But it is essential for any in-house marketer/SEO/embedded strategist to push past the corporate ego and bureaucracy to assess and identify changing technical / editorial barriers while protecting the protocol vital to traffic success. Who’s Watching The Watchers? The first sign of … [Read more...] about Why So Many Companies Fail At Enterprise SEO
The New York Times aims to predict which stories will do well on social media with a bot that runs within popular messaging app Slack. This new tool came about as a result of the publication’s need to sift through over 300 new stories each day to decide which ones to publish on social media. Of the 300 or so stories NYT publishes each day, only about 50 end up being shared on social media. The new bot, called Blossom, is designed to analyze a selection of articles and pick out which ones will do best on social media. Using Slack, sending a direct message to Blossom with commands such as “Blossom Facebook?” will return the bot’s prediction about which stories to post. Blossom can even send alerts if it detects a recently published post has the potential to go viral. What functions like a simple chat bot is said to be made up of advanced machine learning, involving programming involving Java, Python, and MapReduce. According to Blossom’s developer, stories … [Read more...] about The New York Times Built a Bot to Predict Popular Stories
Just in case you’re ever tempted to try a few black-hat practices to manipulate your search positions in Google, here are 12 tales to persuade you otherwise. Whether using cloaking, unnatural paid-for links, doorway pages, spam or hidden links, Google is swift and brutal with a manual penalty. Even if the transgression isn’t necessarily your own fault. In fact for some of the following well-known brands, they’re merely guilty of not paying enough attention or not being educated enough when it comes to what Google cracks down on. There’s some great advice here about what to do when hit with a manual penalty, but for now, let’s check out the circumstances of 12 high profile cases and the damage meted out by the penalty. For more information, you can check out the full infographic and blog post from Digital Third Coast. Please note: the following ‘present-day’ traffic loss predictions were calculated using SimilarWeb’s data by Digital Third … [Read more...] about 12 companies hit with a Google manual penalty
It is not hard to find information regarding digital marketing budgets. Many papers and articles discuss what percentage of your overall marketing budget should be devoted to digital and, as you might expect, opinions vary greatly. Most of the published data is oriented toward consumer-oriented businesses. In this article, I will provide a framework to help B2B marketers determine their optimal spend on digital. The big picture The clear trend is that digital marketing continues to grow as a percentage of overall marketing spend. In fact, eMarketer predicts that digital will account for nearly 45 percent of media ad spend by 2020: As companies continue to expand their digital marketing programs, here’s a breakdown of specifically where they plan to increase their investment: Mobile is accelerating It cannot be overstated how much mobile will continue to grow and eventually dominate as the primary digital interface we use. The most recent CMO Survey predicts that marketing spend … [Read more...] about How much should B2B companies invest in digital marketing?