Full-time search marketing experts spend a lot of their time debating the tweaks and trends of Google’s worldwide network of engineers and scientists. While such understanding of Google is important, for most of us mere mortal marketers, it’s probably more important to steer clear of the theoretical until after we embrace those practices we know that Google already endorses.
There are many resources Google provides to help marketers use search marketing. But right now, if you don’t have months and months to dedicate yourself to mastering all that Google does, sign up for these three resources:
1. Think With Google: This is a non-technical resource that focuses on case studies, tools and trends that showcase Google’s advertising solutions. While not directly related to SEO, it’s a great insight into what Google is “thinking” about.
2. Google Webmasters: This can be very technical at times, but provides a treasure trove of tools and advice about being found by those who search for information using Google (translation: everyone).
3. Google Analytics and Data Studio: Okay, this may get a little geeky to set up, but the first step in understanding how Google interacts with your website is installing the free Google Analytics mega-tool. Recently, Google added another free resource called Data Studio that provides several visualization tools that help explain to us mere mortals what’s taking place at Google Analytics. (You’ll probably need help setting up both of these, but after you know the basics, you’ll find you have lots of data at your fingertips.) Continue reading this article
During the period dramatized on “Mad Men,” the marketers and media companies along Madison Avenue could do a year’s worth of ad buys in an afternoon—between martinis. Three TV networks and a few major magazines would reach every customer in America. For example, the highest-rated TV series of the 1950s was “I Love Lucy.” At its peak, the show was watched by more than 67 percent of everyone with a TV turned on. Fast-forward to the 2010s, and the most-watched TV series today is “Sunday Night Football.” Yet only 13 percent of every TV is turned on to watch it.
Today, advertising decisions are often made by software using real-time data to determine where and when to place ads. Advertising can not only be tailored to a person’s location, but it can also take into account a customer’s interests based on previous patterns of usage.
In other words, as people have more and more media options and advertisers have more and more ways to distribute advertising, using all of these different types of media to reach a specific group of customers becomes more and more challenging—not easier as the future is sometimes promised to be. Continue reading this article
“It was a great addition to the day. It made me get out of my office and interact with some other BNP employees. The coffee was great too!”
Solidarity within an organization comes in many forms. What better way to take a break in a busy day than to grab a cup of gourmet coffee, tea or hot chocolate, catch up with old friends and make new ones in an informal, fun setting.
Specialty Coffee Days are a regular feature at BNP Media headquarters in Troy, Michigan. It gives us an excuse to pamper ourselves a bit through a catered event that also says “Thank You” for all the contributions made by our great people to our organization. And Starbucks has nothing on the flavors and styles available on Specialty Coffee Days. Cheesecake. Mocha or Caramel Latte. Cinnamon Tea Latte. Expresso shots. Just take your pick. Continue reading this article
There are many reasons your company website should have a blog. A blog can help you build relationships with your current and potential customers, position you as a subject matter expert, and provide an easy outlet for sharing company news, events and information. But a blog can also boost search engine optimization (SEO) and drive traffic toward your site. It’s a win-win.
Here are five ways to use your blog to improve your SEO rankings and drive more traffic toward your company’s website.
1. Create original—and quality—content. Unique content can boost your website in search rankings. But the information found on your website probably doesn’t change that often. That’s why it’s important to write blog posts on a regular basis. That way, you’re always adding new and fresh content to attract readers.
2. Stop overusing keywords. The more keywords, the better, right? Not exactly. While keywords are important, search engines are now paying attention to the whole query instead of individual words. In 2013, Google introduced Hummingbird, an algorithm that judges the context and intent of the person doing the search, attempting to zero in on what they are trying to figure out. So, instead of focusing on 10–15 individual keywords in your blog post, try using long-tail keywords and phrases that people would typically use when searching for something relevant to your site. Continue reading this article