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Digest...
We’re still in Q3, but many of us are already thinking and planning for what 2015 will bring. For B2Bs, content will continue to be a prime marketing weapon, and the organic search channel will remain a primary way to reach your target customer. Organic content has the ability to be an effective aspect of your content marketing program, but you need several key components. Quality content, yes, but it needs to be fueled by strategy and data, and optimized so that your target audience finds it at the moment they need it (this is what Google calls the Zero Moment of Truth). In sum, content for the organic search channel has staying power. It can build authority for your brand, and help B2Bs remain a relevant part of the customer’s purchase journey, which often starts with search. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Discover these 10 hard-to-ignore reasons why combining search and social is beneficial for business owners.
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Key Takeaways: -- > 96% marketers use Search Engine Marketing to provide informational /educational content -- > 76% marketers use Social Media to support and boost SEO -- > 71% marketers use broad-based information keywords to capture leads at the top of the purchase funnel -- > 68% marketers use Paid Search to accelerate lead generation -- > 61% marketers use responsive web design as a part of their mobile SEO -- > 56% marketers integrate Content Marketing with SEO -- > 47% B2B marketers believe that growth of Mobile Ads and Mobile content is not significant to them __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Excerpt...
To provide more research to help guide search and social strategies for marketers, Kenshoo analyzed paid search performance for the leading global information services company, Experian, in which certain segments of the target audience were exposed to both paid search and various levels of Facebook advertising while others were exposed to paid search alone. The following research provides more evidence that Facebook advertising has a direct, positive effect on paid search performance, and that the cross-channel impact increases as the investment ratio of Facebook to paid search spending rises. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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It's official. Panda 4.0 has officially hit the Google search results. Google and Matt Cutts have confirmed Panda 4.0 began rolling out yesterday, and it has caused some waves in the search results along with an update targeting spammy queries.
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Paid search still represents the biggest share of digital marketing investment but Facebook social ad spend is growing at the faster rate...
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Ever since Google began encrypting searches for signed-in users two years ago, publishers have wondered if when we’d get to a “100% Not Provided” world, where all search terms are withheld by Google.
Key excerpt (and really all you need to know at this point):
Google has confirmed that it has begun work to encrypted all searches, even for those who aren’t logged into Google.
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Introduction...
The ways that consumers find websites, products, or answers have expanded from traditional search engines to include myriad social networks, content sites, and applications, among others. And the traditional search function is due to be even further disrupted by smart devices, machine learning, and context-aware content. Are you ready? Most search marketers aren't. Forrester's search marketing playbook exists to help marketing leaders understand the changes in store for search marketing while also maximizing the performance of current efforts. Our research will help you understand the evolution of search marketing, craft a plan for how to leverage and operationalize new opportunities, and continually refine efforts.
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Q: Which of the following local search optimization tactics has your organization used?
Q: Which of the following local business listing tactics has your organization used for local search?
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Ten Key Takeaways from the 2013 Search Marketer Survey - Mobile and tablet search is the next frontier
- Local search is bigger than ever
- Video offers search and social opportunities
- It’s time to quantify and communicate SEO value
- ROI across multiple channels like search and social is what truly matters
- The C-level is paying more attention to SEO
- SEO metrics need to keep up with SERP changes as they happen
- Social for SEO is big; so is SEO for Social
- Content Marketing is back, and in a big way
- Page-centric SEO makes its mark
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Today, we’re launching support for the schema.org markup for organization logos, a way to connect your site with an iconic image. We want you to be able to specify which image we use as your logo in Google search results. Using schema.org Organization markup, you can indicate to our algorithms the location of your preferred logo. For example, a business whose homepage is www.example.com can add the following markup using visible on-page elements on their homepage: <div itemscope itemtype="http://schema.org/Organization">; <a itemprop="url" href="http://www.example.com/">Home</a>; <img itemprop="logo" src="http://www.example.com/logo.png" /> </div>
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The latest report on paid search trends has been released, this one from Kenshoo. As with previous reports from RKG, The Search Agency, and IgnitionOne, the Kenshoo study notes that mobile devices are playing a strong role in the search advertising market. Separately, though, the report illustrates that on a global basis, paid search click volume (+21%) and click-through rates (+62%) each saw strong growth, with spending up 15%.
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The battle for the US search market tends to be viewed in the context of how Yahoo-Bing is faring against Google, but on a global basis, Baidu’s influence cannot be ignored. The search engine – which dominates the Chinese market to the tune of roughly 80% share – accounted for one quarter of all global search ad clicks in Q1, according to a new report from Covario. That compares to 7.2% share for Yahoo-Bing (and a solid 62% for Google).
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Google Universal Search is a way that Google blends in matches from its “vertical” or “specialty” search engines, like image search or video search, into webpage results.
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In the beginning, the Internet was a static place. Not until we kickstarted the search engine evolution timeline did we get a way to search for content.
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Issues with B2B Search... B2B search has a really, really long tail. A B2B search vocabulary is difficult to define. B2B ROI has to be measured differently.
Conclusion...
If the deck is stacked so fully against search in the B2B world, why was Google the primary referrer of traffic in the Optify study? Well, search for B2B can be tremendously effective; it’s just hard to predict. This makes B2B a prime candidate for a broad-based SEO effort. Content creation creates a rich bed of long-tail fodder that search spiders love. Organic best practices combined with a dedication to thought leadership can create content that intercepts those prospects looking for a solution to their identified pains, even before they know what they’re looking for.
In the case of B2B, especially in complex, nascent markets, I generally recommend leading with SEO and content development. Then, monitor search traffic and let that help inform your subsequent PPC efforts. It may turn out that paid search isn’t a major play for your market. The B2B Beast can be tamed by search; it just takes a different approach.
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Everything you ever wanted to know about Google's 7-result SERPs, plus 10-12 things you probably didn't want to know. I try to answer the big questions, like are 7-result SERPs connected to expanded site-links (hint: yes).
What caught our eye...
The question of what actually triggers a 7-result SERP is definitely complicated, especially as Google expands into Knowledge Graph and advanced forms of entity association. I'm sure the broader question on everyone's mind is "How do I get (or stop getting) a 7-result SERP?" I'm not sure there's any simple answer, and there's definitely no simple on-page SEO trick. The data suggests that even a strong link profile (i.e. authority) may not be enough. Ultimately, query intent and complex associations are going to start to matter more, and your money keywords will be the ones where you can provide a strong match to intent. Pay attention not only to the 7-result SERPs in your own keyword mix, but to queries that trigger Knowledge Graph and other rich data – I expect many more changes in the coming year.
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Whether it’s QR codes or innovative apps, digital disruption is here – and it’s already transforming traditional search marketing. It's a great opportunity for agile innovators.
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Basic data...
To shed light on this area of user behavior, Chitika Insights conducted a research study comparing user click-through rates (CTR) as a function of the time of day and day of week. The goal of this study was to provide a data-backed answer for marketers looking to identify the days and time periods where users are most likely to interact with ads.
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Key paragraph...
With social media, advertisers are supposed to care more about impressions and engagement and “brand like” and “brand love.” That hasn’t exactly translated, though as social networks like Facebook and Twitter realize they need to provide real return on investment to their advertisers. And how are advertisers accustomed to understanding their ROI on digital ad spend? The answer is with clicks and sales — which is what Facebook and Twitter have to give them.
So far, it hasn’t been a smooth ride. Facebook, Twitter and Pinterest still drive less sales than analog catalogs.
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We were surprised by this jump, and it offers some direction to B2B marketers relative to their inbound marketing spend...
The report, “Online Advertising Report Q4 2012,” found U.S. search ad impressions for tablets jumped 212% in the fourth quarter compared with the year-earlier period, while smartphone ad impressions increased 20%. Search spending for tablets increased 163% in the fourth quarter compared with the year-earlier period, while search spending for smartphones increased 87%.
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![[FREE REPORT] Search Marketing Survey 2014 | Regalix | The MarTech Digest | Scoop.it](https://img.scoop.it/pmFCD2PMiIyVi_0Z3jW3kHCypPtktPfVAn033ftACFA=)
![[FREE REPORT] Finding the Sweet Spot for Search & Social Investment | Kenshoo | The MarTech Digest | Scoop.it](https://img.scoop.it/MwMyXza9WC6aQHRCjX_0_fL6dadsvGA8m9WNoVsbzkY=)
![90% of marketing agencies boast being successful, yet 51% fail at measuring social [infographic] - Marketing Pilgrim | The MarTech Digest | Scoop.it](https://img.scoop.it/rYa5p7-U5eDSTn3Lc3_LFvL6dadsvGA8m9WNoVsbzkY=)
![The Search Engine Evolution Timeline [Infographic] - Bit Rebels | The MarTech Digest | Scoop.it](https://img.scoop.it/ioDoTQaOfyCbpilviwhkYfL6dadsvGA8m9WNoVsbzkY=)
The moral of the story: content as the offer within your search program is the best approach.