Internet Marketing Strategy 2.0
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Internet Marketing Strategy 2.0
Bottom-up, consumer-centered online marketing strategy news
Curated by Robin Good
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Addicted To SEO? It's Time To Stop: 5 Techniques You Need To Drop Instantly

Addicted To SEO? It's Time To Stop: 5 Techniques You Need To Drop Instantly | Internet Marketing Strategy 2.0 |
When you’re doing your site's SEO, you have to be careful. The techniques that used to work will now get you penalized. The techniques that used to be a w
Robin Good's insight:

While SEO experts keep saying that "search engine optimization" is not dead, it's only changing, I am quite happy to see that more and more of the SEO techniques that have been promoted as the "smart" way to make anyone web site more visible, are finally crumbling down one by one.

In this excellent article, Neil Patel, identifies five of them, that carry more big risks than benefits for anyone web publisher still adopting them. These are:

1) Guest Blogging (spammy kind)

2) Incoming Links with Optimized Anchor Text

3) Low quality inbound links

4) Using lots of relevant keywords inside your content

5) Relying more on building inbound links than on creating high-value content

Excellent recommendations for anyone publishing online. It's time for those who have quality ideas and content to regain their due value and visibility, stolen for so long by those who, without either one, invested fanatically in content marketing and search engine optimizing without ever creating real value. 

Useful. Informative. 8/10

Full article:

WebMarketingStore's comment, June 1, 2014 9:35 AM
Good one, Robin. We shall learn this, hard as it may be...
Robin Good's comment, June 1, 2014 1:51 PM
Not hard WebMarketingStore. Just an issue of marketing integrity, nothing technically difficult.
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What Changes With Google Hummingbird Are Not The SERP Results But How Google Interprets Your Search

What Changes With Google Hummingbird Are Not The SERP Results But How Google Interprets Your Search | Internet Marketing Strategy 2.0 |
The Hummingbird Google search algorithm isn't about long tail search. It's entirely the opposite. Hummingbird is about taking long-tail, highly unusual and verbose searches, and serving them results as if they were clear short-phrase searches.
Robin Good's insight:

Excellent article by Ammon Johns explaining clearly what the new Google algorithm Hummingbird does and how it really affects the world of search.

Contrary to what has been written by many, Hummingbird changes deeply how Google interprets search queries, especially, long, detailed ones, not the search results directly. This is also why no-one has really seen major changes to web site traffic after Google has introduced the new algo quietly in August.

In simple words, what Google Hummingbird does, in the words of Ammon Johns is: "...making the very concept of many long-tail searches go the same way as referral data.

Google is trying to get away from exact wording to understanding the concepts.

So no matter how verbose or roundabout your search for pizza restaurant in Denver may be, the search it runs is exactly the same as “Denver Pizza Restaurant”, “Pizza Restaurant Denver”, etc."

Read the full article and the examples provided and you will get a good gist of it.

Very interesting. Useful. 8/10

Read the full article here: 

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Google Hides 75% of Search Terms and Encrypts Searches Also for Non-Signed In Users

Google Hides 75% of Search Terms and Encrypts Searches Also for Non-Signed In Users | Internet Marketing Strategy 2.0 |
In the past month, Google quietly made a change aimed at encrypting all search activity — except for clicks on ads.
Robin Good's insight:

Danny Sullivan reports on SearchEngineLand about the recent quiet change by Google aimed a encryprinting all users search activity.

"Google says this has been done to provide “extra protection” for searchers, and the company may be aiming to block NSA spying activity. Possibly, it’s a move to increase ad sales."

What's the truth? No-one is really sure at the moment, but if you want to find out exactly why this is quite relevant to independent publishers and - better yet - how to still access and archive most of those keywords, read the rest of this good article.

Informative. Very useful. 8/10

Read the full story here: 

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SEO Ranking Factors Visualized: The Top 200 Criteria Used by Google To Rank Web Sites

SEO Ranking Factors Visualized: The Top 200 Criteria Used by Google To Rank Web Sites | Internet Marketing Strategy 2.0 |
SEO itself has always been somewhat of a barrier to entry for online success. In other words, for a new person it's so complex that it takes a long time to
Robin Good's insight:

If you have long been wondering which are the most important factors that affect how your web site is ranked inside Google search results (SERPs), here is a very comprehensive infographic by Search Engine Journal which visually summarizes the top 200 variables that likely affect your Google ranking.

The factors are generally derived by referring to Google official guidelines and announcements and even more on pragmatical analysis, testing and voting by SEO experts, like in the case of SEOMoz famous "Ranking Factors" online resource.

In this case the author of the infographic (Brian Dean) unfortunately does not disclose how and from where he has pulled together the information he has so nicely curated into this infographic.

The over 200 factors presented are aptly grouped in ten areas:

  1. Domain Factors
  2. Page-Level Factors
  3. Site-Level factors
  4. Backlink Factors
  5. User Interaction
  6. Social Signals
  7. Brand Signals
  8. On-site Webspam factors
  9. Off-pag Webspam factors
  10. Special Algo Rules

These factors have been changing quite significantly over the last two years and they are continuously being improved and refined, with old ones being gradually de-emphasized, and new ones being added and increasing in importance.

Useful reference. 7/10

Full infographic:

Ahmed Lizzaik's curator insight, July 12, 2013 6:23 AM


Lynn O'Connell for O'Connell Meier's curator insight, September 14, 2013 12:41 AM

From May 2013, so some things may have changed...

Maggie DeGennaro's comment, September 15, 2013 12:37 PM
Great information...
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Create Great Video Stories with the New Google Story Builder

Create Great Video Stories with the New Google Story Builder | Internet Marketing Strategy 2.0 |
Collaboration has gone Google. Create a story and then share your video.
Robin Good's insight:

Google Story Builder is a great and very easy-to-use tool that allows you to create video clips that playback a story you have built between two or more characters with simple text phrases.

The final video can be shared directly on Google+ on shared as a link anywhere you like (unfortunately, no preview or thumbnail is shown when I have tried to share a video created with StoryBuilder on Facebook).

A great tool.

Free to use. (it looks like you don't have even have to register or log in to use it).

Try it out now:

Dr. Karen Dietz's comment, July 9, 2013 2:52 PM
Great idea Catherine!
Lino's curator insight, July 12, 2013 4:13 AM

Es una aplicación potente y muy fácil de usar que nos permite crear clips de vídeo reproduciendo una historia  con frases de texto que hayamos ideado entre dos o más personajes.


El video final se puede compartir directamente en Google+ o como un enlace para cualquier sitio que deseemos (por desgracia, no se muestra una vista previa o miniatura cuando se trata de compartir vídeo creado con StoryBuilder en Facebook).


Una gran herramienta.


De uso libre. (No tenemos que registrarte o iniciar sesión para acceder a ella).



N Kaspar's curator insight, August 11, 2013 6:08 AM

A tool to use for digital story telling.

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Social Search To Gain 70% of Search by 2013 + Google Becoming Irrelevant

Social Search To Gain 70% of Search by 2013 + Google Becoming Irrelevant | Internet Marketing Strategy 2.0 |

Marty Smith: "Not sure I would go anywhere near this far (Google being irrelevant) since Google isn't sitting still. CEO of  uber agency WPP just mentioned his company increased their Google spend 17% while flattening out Facebook a week ago on @Squakbox. That said, I do see incursion being made by mobile search, video and social search. The Google castle is in need of defending." 

From the original article: "Google’s search marketing services may be becoming irrelevant due to the rise of social search.


That’s in addition to a failure to recognize that Google+ cannot be the sole solution to social search with an always increasing number of web properties.


Info-Tech Research Group expects that Google, which held 90% of the search market in 2010, will only hold 30% in 2013, due to the rising impact of social search".


Read More:

Via Antonino Militello, Martin (Marty) Smith
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SERP CTR and Dwell Time: The 2 User Metrics That Matter Most for SEO | SEOMoz

SERP CTR and Dwell Time: The 2 User Metrics That Matter Most for SEO | SEOMoz | Internet Marketing Strategy 2.0 |

From the original article: "One argument you hear all the time is that Google can’t possibly use something like bounce rate as a ranking signal, because bounce rate is very site-dependent and unreliable by itself. I hear it so often that I wanted to take a moment to say that I don’t buy this argument, for one simple reason.

ANY ranking signal, by itself, is unreliable.

I don’t know a single SEO who would argue that TITLE tags don’t matter, for example, and yet TITLE tags are incredibly easy to manipulate. On-page factors in general can be spammed – that’s why Google added links to the mix. Links can be spammed – that’s why they’re adding social metrics and user metrics..."

What really counts is:

a) Do people click on your site inside the SERPs?

b) How long people dweel on your site before returning to the search engine result page?

"Where these 2 metrics really shine is as a duo.

CTR by itself can easily be manipulated – you can drive up clicks with misleading titles and META descriptions that have little relevance to your landing page.

That kind of manipulation will naturally lead to low dwell time, though. If you artificially drive up CTR and then your site doesn’t fulfill the promise of the snippet, people will go back to the SERPs.

The combo of CTR and dwell time is much more powerful and, with just 2 metrics, removes a lot of quality issues.

If you have both high CTR and high dwell time, you’re almost always going to have a quality, relevant result."

Recommended. 9/10

Full article: 

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Google Launches Search, plus Your World and Lets You Finally Switch On Unpersonalized Results

Google's announcement for Search, plus Your World, opens up new ways of using search as well as an unexpected secondary feature/update which is going to make happy anyone who needs to frequently check Google search results without "personalization".

"Google Search has always been about finding the best results for you. Sometimes that means results from the public web, but sometimes it means your personal content or things shared with you by people you care about.

These wonderful people and this rich personal content is currently missing from your search experience. Search is still limited to a universe of webpages created publicly, mostly by people you’ve never met. Today, we’re changing that by bringing your world, rich with people and information, into search."

Google introduces today three new features:

1) Personal Results

which enable you to find information just for you, such as Google+ photos and posts—both your own and those shared specifically with you, that only you will be able to see on your results page;

2) Profiles in Search

both in autocomplete and results, which enable you to immediately find people you’re close to or might be interested in following; and,

3) People and Pages

which help you find people profiles and Google+ pages related to a specific topic or area of interest, and enable you to follow them with just a few clicks.

N.B.: Google is also introducing a prominent new toggle on the upper right of the results page where you can see what your search results look like without personal content. With a single click, you can see an unpersonalized view of search results.

That means no results from your friends, no private information and no personalization of results based on your Web History. This toggle button works for an individual search session, but you can also make this the default in your Search Settings.

Learn more at 

Read more:   

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Great Video Storytelling Examples: Google Stories

The video is in French, but the story can be understood by anyone. 

Robin Good's insight:

When I talk about story-telling in my courses and workshops, people think immediately that they need special tools to put together images, text and video that can facilitate this task.

Story-telling is both so engrained in our human culture and yet so far removed from our typical marketing approaches that most people selling something online peddle and scream rather than doing what their fathers and grandfathers have done for centuries to sell their properties, skills and products: telling great stories that engage listeners.

Google has done a wonderful job in creating and maintaining a unique collection of self-produced story-telling examples in the form of a growing set of short videos (most are less than 2 mins long).

By viewing them you not only live through an intense, often touching emotional story, but - on the side - without ever pushing it - you get to see how vital and useful Google services can be inside people lives. 

The same thing you and me should be doing when promoting our own products and services. Story-telling.

Inspiring. Excellent work. 9/10

Check out the Google Stories channel here: 

Alessio Carciofi's curator insight, December 10, 2013 4:15 AM

great video @Robin Good

Julien Pepiot's curator insight, December 10, 2013 5:02 AM

Joli exemple de #Storytelling pour le compte #Google avec Laurent Aigon :

corneja's curator insight, December 14, 2013 6:00 AM

Awesome!  Thanks, Robin.


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Why Google Is Blocking All of the Keyword Referral Data and Why This Is Really Bad

Why Google Is Blocking All of the Keyword Referral Data and Why This Is Really Bad | Internet Marketing Strategy 2.0 |
Rand Fishkin talks about Google's motivation behind their encryption.
Robin Good's insight:

"Google is breaching an agreement that it has had with marketers for years.." says Randy Fishkin of SEOMoz, one of the foremost SEO world experts, when it comes to the recent Google decision to obscure up to 75% of all keyword search data.

The tacit agreement by which search engines would cooperate with their users by sharing search data and using it to improve the service provided seems to have reached the end of the road.

Fishkin is quite preoccupied by this and hopes that the EU may take action on this in some way while the US sits watching.

Other alternatives to fight back appear quite utopian:

"In theory marketers could fight back by excluding Google from crawling and indexing their sites. But the only way this would work is if tens of millions of sites all did it together."

Even Search Engine Land founder Danny Sullivan takes a strong position on this by stating himself: "“...a fairly large breach in the unwritten contract that’s long existed between search engines and publishers.

Publishers allow search engines to index their content, which is used by the search engines as the core content they can put lucrative ads around.

In return, search engines have provided traffic to publishers and data on how those publishers are found. That latter part of the ‘deal’ was unilaterally pulled by Google.”"

Morale of the story: Whether or not you think SEO is good or bad and whether you think it is going to die or not, one thing stands certain for the near future: SEO specialists will have a much harder time proving that what they do actually works. Period.

Very interesting. Must read for any web publisher. 8/10

Read the full article: 

Check also Rand Fishking video interview here: (Bottom of the article) and text transcription: 

Mark E. Deschaine, PhD's curator insight, October 8, 2013 7:12 AM

This is important to teach students that Google might not always provide the best results for search terms ....

David Bennett's curator insight, October 11, 2013 6:34 AM

Quote from Danny Sullivan of Search Engine Land: "

Publishers allow search engines to index their content, which is used by the search engines as the core content they can put lucrative ads around.

In return, search engines have provided traffic to publishers and data on how those publishers are found. That latter part of the ‘deal’ was unilaterally pulled by Google.”""

Deb Nystrom, REVELN's curator insight, October 16, 2013 9:40 PM

Robin Good's insight with this ScoopIt is plenty.  It's a big deal about SEO being worthwhile, a real game changer as of Sept. 25th.  ~  Deb

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New SEO: The N.1 Thing Is To Create Unique, Useful, Memorable Content

New SEO: The N.1 Thing Is To Create Unique, Useful, Memorable Content | Internet Marketing Strategy 2.0 |
Robin Good's insight:

My personal belief is this: in the near future, if you want to stand out in your niche, get a serious following of passionate fans and build a strong credibility for yourself, you will need to do something better than just writing blog posts (however good they may be).

"Recently Martin Laetsch, Act-On’s Director of Online Marketing, presented a webinar covering the 10 most important rules for successful search engine optimization.Not all of them are 100% new, but they’re all critical keys to success. ...You can catch up with the whole on-demand session here."

In this article the focus is specifically on rule n.1: Create content with your audience in mind.

Rekha Mohan writes: "The main point to all this is: create content people want to share. People like sharing interesting information; it builds credibility, creating the image that the sharer is in the know, and consistently sharing good information increases your audience.

Good information also helps visitors and increases your authority on a subject – use white papers, case studies, fun facts, educational material, research results, thought-provoking blog posts, how-to articles, top 10 lists, and more to share your information in innovative and easy-to-read ways."

Very good reminders for anyone having doubts about what's best to do in the near future, to gain extra visibility and reputation, on any content web site.

Rightful. 7/10

Full article:

Paola Caballer's curator insight, June 17, 2013 5:41 PM

Escribir pensando en el SEO. Esto es lo que propone este artículo que a más de uno nos da respuestas a la pregunta ¿Por qué ya no tengo tantas visitas en el blog?




- Elegir una frase CLAVE en el post, que incluyamos al menos 3 o 4 veces a lo largo del mismo.

- Escribirlas con las mismas palabras, en el mismo orden.

- Escribir en una extensión de 300 palabras aprox.

- Colocar las palabras -etiquetas en:

   - El título del post

   - La dirección URL 

   - Los títulos y subtítulos de los párrafos

   - Los links

   - Por supuesto, el cuerpo general del texto, de arriba a abajo.


Ni que decir tiene, que hay poner cuidado en el contenido de calidad, que al final, si no es bueno, nadie lo lee, ni pulsa los links que contiene, y lo más importante: no lo comparten, porque no llegan al final del mismo, donde, seguramente, tengas los iconos para compartir. Menciona a gente guay, con links a su Fb, Twitter... Seguro que a ellos también les gusta salir en tu post, y te ayudarán con la difusión.


A este respecto: no te olvides de las Redes Sociales, que son fundamentales para conseguir mayor viralidad. 


Siempre está bien recordar estos tips de cuando en vez ;)

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Gather Valuable Feedback From Potential Customers with Google Consumer Surveys

Gather Valuable Feedback From Potential Customers with Google Consumer Surveys | Internet Marketing Strategy 2.0 |
Google Consumer Surveys is a fast, accurate, and affordable way to do quantitative market research online.
Robin Good's insight:

Patrizia Pappalardo, a young Italian startupper, just reminded me of a useful Google web service, especially for those in the US and Canada, which has gone unnoticed for many for over a year.

Called Google Consumer Surveys it allows you to run customer surveys on just about any topic you want in a unique and innovative approach.

It works like this:

a) You create online surveys to gain consumer insight

b) People complete questions to access premium content

c) Publishers get paid as their visitors answer

d) You get nicely aggregated and analyzed data


1) People complete questions in order to access premium content.

People browsing the web come across your questions when they try to access premium content like news articles or videos. Opinions are valuable, so answering the question gives them near instant access to the page they want for free.

With Google Consumer Surveys, you can run multi-question surveys by asking people one question at a time. This results in higher response rates (15-20% compared with an industry standard of 0.1 - 2%) and more accurate answers.

2) Publishers get paid as their visitors answer.

Questions run across sites in our diverse publisher network in order to get the necessary respondents. Publishers—online news sites, video creators, and app developers—make money as site visitors provide answers.

Learn how to earn money hosting surveys. (Works only for US and Canada publishers).
3) You get nicely aggregated and analyzed data.

Google automatically aggregates and analyzes responses, providing the data back to you through a simple online interface. Results appear as they come in, not days or weeks later.

In addition to raw data, charts summarize responses and insights highlight interesting differences. Using the DoubleClick cookie and the respondent’s IP address, Google Consumer Surveys infers demographic and geographic information for each response so you can easily segment by age, gender, location and more.

Check this white paper: Comparing the Accuracy of Google Consumer Surveys to Existing Probability and Non-Probability Based Internet and Telephone Surveys. (PDF, 631 KB)




Case Studies:

Find out more:

Richard Stadler's curator insight, March 5, 2013 4:04 AM

I like the added value to both the reader and the supplier.

Jon Turino's curator insight, March 10, 2013 2:30 PM

Here's an interesting one fro Robin Good.

Gaurav Pandey's curator insight, March 14, 2013 3:41 AM

It could turn out to be a great tool for entrepreneurs looking to launch a new business/product. Gauging the market size and customer segments can be a daunting task and at the beginning most people start with what can be best described as a set of hypotheses about who their target customers are and what's the best product - market fit. Google Surveys, coupled with the good old "get out of the building and talk to people" method is a great way to gather thsi information. 

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Above-The-Fold Browser Analytics: Google Launches Browser-Size Analysis

Above-The-Fold Browser Analytics: Google Launches Browser-Size Analysis | Internet Marketing Strategy 2.0 |

Robin Good: If you are interested in understanding more about what your web site visitors effectively see, when they land on one of your pages, this newly launched tool for optimizing your site content by visualizing relevant data right on your web pages, will be definitely helpful.

As part of its free Google Analytics service, Google has just announced the release of a new tool, replacing the old Browsersize tool they offered before, with a new one capable of visualizing on top of any of your web site pages data refelecting the amount of the page that your visitors are actually seeing upon landing on it.

To access this new function do as follows: "Simply navigate to the Content section in Google Analytics, and click In-Page Analytics.

A new information layer is available (the feature is bing rolled out gradually over the next few weeks, so please be patient if you don’t see it yet).

Click Browser Size to shade portions of the page that are below the fold.

You can now click anywhere on the screen to see what percentage of visitors can see it, or control the threshold percentage by using the slider."

Find out  more:

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How Much Social Signals Affect Your Google Rankings and Visibility? [Infographic]

How Much Social Signals Affect Your Google Rankings and Visibility? [Infographic] | Internet Marketing Strategy 2.0 |

From the original article: "If you run a website, you know how important search engine rankings can be. Getting your site on the first page of Google can bring in advertising dollars, an influx of new customers, or widespread awareness of your cause.


However, there is much more to ranking high on Google than just optimizing your website for certain keywords. Social media can help (or hurt!) your placement – and the folks at TastyPlacement have done a little testing to see how much Google+, Facebook and Twitter really do affect search results."


Full post here:

Via Antonino Militello
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How To Brand Your Google Search Results: The Three Key Steps

How To Brand Your Google Search Results: The Three Key Steps | Internet Marketing Strategy 2.0 |

Robin Good: If you are looking to improve your reputation / visibility / branding online, Ann Smarty has a great report up on MarketinPilgrim, which has lots of great advice, information and helpful tools.

From the original article: "If you are blogging a lot and care about your brand name and what people see when they are searching Google for your name, here are exactly three things you need to do once to improve your Google search results branding:

1. Verify the Authorship of Your Articles

2. Create a Master Feed of Your Contributions

3. Claim Your Brand Name in Major Social Networks"

In the article Ann provides lots of detailed suggestions, examples and references while also providing specific free tools to use to execute each one of these steps.

Recommended reading. 9/10

Full article: 

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