Mobile has taken over as the preferred way to consume content. In 2014, mobile browsing officially surpassed desktop as the primary gateway to the web. With this in mind, adjusting your marketing strategy accordingly is no longer an option, it’s a requirement. Look around any public place and you will more than likely see people staring at their smartphones. The biggest advantage of mobile marketing is that it lets businesses get directly in front of their customers’ eyes at virtually any time. Brands everywhere are realizing that mobile is truly the marketing avenue that never sleeps. Here are five tips to help navigate this landscape successfully. Keep Your Mobile Site Simple The first order of business to creating a mobile-friendly marketing strategy is optimizing your website. While a responsive design is important for any format, it is especially crucial for mobile. If done incorrectly, you run this risk of the text or images not fitting on the page and customers not … [Read more...] about 5 Tips to Navigating the Constantly-Moving Mobile Market
Too soon to say goodbye
Historically, paid search has had a major leg over the other online channels in terms of positive ROI performance. But why is that so? Mainly because of two reasons: high relevancy of ads to the user and a major technological efficiency in the actual media buying. Remember, ROI is not just how much you make but includes the costs involved. However, what if display ads could become just as relevant and bought in an equally efficient manner? A three-line, paid search text ad is certainly not as impactful a full color, motion banner three or four times the size. When you include video and rich media functionality, it’s obvious that display ads could one day be superior to search ones. But how does display reach these two goals of high relevancy and efficient buying? It’s these issues that the display community have been trying to tackle and the advances in online display advertising over the last few years towards these goals have been staggering while search has remained … [Read more...] about Is Display Catching Up To Search?
Increasingly over the years, search engines — Google in particular — have given more and more support to SEOs and publishers. But 2011 marked the first significant reversal that I can recall, with both linking and keyword data being withheld. Here’s what happened, why it matters and how publishers can push back if Google and Bing don’t change things. Where We Came From When I first started writing about SEO issues nearly 16 years ago, in 1996, we had little publisher support beyond add URL forms. Today, we have entire toolsets like Google Webmaster Central and Bing Webmaster Tools, along with standalone features and options, which allow and provide: Ability to submit & validate XML sitemaps Ability to view crawling & indexing errors Ability to create “rich” listings & manage sitelinks Ability to migrate a domain Ability to indicate a canonical URL or preferred domain Ability to set crawl rates Ability to manage URL parameters Ability to … [Read more...] about The Year Google & Bing Took Away From SEOs & Publishers
Big news: Google has announced a new AdWords Upgraded URLs format to give advertisers more features/options and save them time. Upgraded URLs will mean less time spent managing URL tracking updates, reduced crawl and load times, new tracking parameters and, finally, an end to the sending back ads for editorial review when tracking criteria are changed (in most cases). This will be a forced migration, but advertisers shouldn’t get too upset about it. It really was stupid that advertisers lost all of their tracking history and Quality Scores if they had to change their tracking parameters. In fact, we have clients who were terrified of messing around with the tracking on top-performing ads for fear of messing this up! So yes, it’s a welcome change – and long overdue. But what’s changed and what do you need to know about Upgraded URLs? Let’s jump in and see. What Are Destination URLs? A Destination URL is simply the address of your webpage people reach when … [Read more...] about Goodbye, AdWords Destination URLs Search Engine Journal
If you’re anything like me, a disorganized inbox hurts your head. With communications tools like Slack, Facebook’s Workplace, and Microsoft’s Teams in your toolkit, your email inbox should be more manageable than it was a couple of years back. But even if you’re a pro-Slacker, these Gmail hacks will turn you into a productivity guru and leave your colleagues wondering how the heck you get so much stuff done. For me, Gmail is the best email provider, bar none. Not necessarily because of Gmail’s interface, but because of all the cool things you can do in and around it, like integrating other software and using their associated tools. So go forth and conquer your inbox! Turn on Canned Responses Canned Responses do what it says on the tin (pun intended)! This feature lets you save and reuse common email templates at the push of a button. For example, if you do a lot of outreach, or you send a lot of emails with similar content, save the template as a Canned … [Read more...] about 22 Gmail Hacks: Turn Your Inbox into a Productivity Powerhouse