Without a structured testing program, our experience shows that it’s very likely that most SEO efforts are at best taking two steps forward and one step back by routinely deploying changes that make things worse. This is true even when the thinking behind a change is solid, is based on correct data, and is part of a well-thought-out strategy. The problem is not that all the changes are bad in theory - it’s that many changes come with inevitable trade-offs, and without testing, it’s impossible to tell whether multiple small downsides outweigh a single large upside or vice versa. For example: who among us has carried out keyword research into the different ways people search for key content across a site section, determined that there is a form of words that has a better combination of volume vs competitiveness and made a recommendation to update keyword targeting across that site section? Everyone. Every single SEO has done this. And there’s a good chance … [Read more...] about Marginal losses: the hidden reason your SEO performance is lagging
Winners and losers season 5
Here’s our daily recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: People Now Spend More Time With “Mobile” Than Print Mags, Newspapers Combined According to an eMarketer analysis of time spent with media, TV and mobile saw significant gains vs. 2010 — with conventional TV the winner and still champion. According to the data presented, the average US adult spends about 4 hours and 34 minutes per day watching TV. Multitasking is counted as time spent independently with […] The Biggest Social Media Marketing Mistakes Of 2011 All Happened On Twitter It used to be that some companies and high-profile people could screw-up in public and still not make a dent in their overall reputation. But social media changes that to a large degree: One mistake can mean worldwide attention and awareness, but not the kind that companies are usually seeking. With that in mind, Advertising … [Read more...] about Marketing Day: December 12, 2011
As you’re no doubt aware, Google finally rolled out its Google 4.0 algorithm update at the end of last week. Penguin is now part of Google’s core algorithm, penalising websites that use various black-hat link schemes to manipulate search rankings. Other important changes include: Penguin data is refreshed in real time, so any changes will be made as soon as the affected page has been recrawled and reindexed. Penguin now devalues spam by adjusting ranking of the offending page, rather than affecting the whole site. So how do these changes affect actual SEO practitioners? I asked a panel of experts and SEW contributors their views on Penguin 4.0, including: Do you think the new version of Penguin is fairer? Do you think it’s an adequate deterrent when it comes to spammy link-building? Kevin Gibbons: Yes, being realtime helps to set expectations as you won’t have to wait weeks or months for the next algorithm refresh to assess your link removals. Of course … [Read more...] about Penguin 4.0: what does it mean for SEO practitioners?
Visual content marketing has transformed retailers – in a good way. Here, we are going to address what visual trends are powering the top most-searched retailers of 2013 and what you can learn to drive your own business. With Google’s Hummingbird and other changes de-emphasizing keywords, it is more important than ever to focus on topical authority and social networks to ensure visibility. As brands shift from “talking at you” to “talking with you”, the use of relevant visual content marketing will define the winners and losers in 2014. Mobile-enabled content marketing and eCommerce has reached epic proportions. Today, it shows 50% of traffic goes to top retailers. This clarifies any uncertainty that retailers like Macy’s and Kohl’s are at the top the list with highly effective mobile strategies. Data-driven retailers with the ability to meld their paid, owned, and earned media has never been more important with content marketing, mobile, … [Read more...] about Visual Content Marketing and Most-Searched Retail Brands