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Eliza Steely

What Google Hummingbird Really Means and What Marketers Can Do About It

Eliza Steely on Feb 5th, 2014     Google, Online Marketing, Other Events, Search Engines, SEO

Google Hummingbird

Note from Lee: You know the phrase, kill two birds with one stone? That’s what we’re doing with this post format and the topic of Hummingbird.  Our team at TopRank is known for liveblogging conferences, but this co-created blog format is something new. At the same time, we’re covering a topic (Google Hummingbird) and search + social media that I think warrants some clarity and practical advice. In this post, you’ll see insights our team members took from the SMBMSP event followed by “TopRank Tips” from Eliza and myself.

In the digital marketing world, change is inevitable. At some point in life we are all forced to adapt, change paths, learn new skills or face something we definitely weren’t expecting.

Eliza Steely

What You Need to Know about Enhanced Adwords Campaigns #SESCHI

Eliza Steely on Nov 6th, 2013     AdWords, Marketing PR Conferences, Online Marketing, Search Engine Strategies

Enhanced Adwords Campaigns Session at #SESCHIIf there’s one thing I’ve heard non-stop lately it’s that digital marketing is becoming more customized and tailored to the wants and needs of consumers. Those creepy Eye See You Mannequins, facial monitoring at gas stations, and those social ads that somehow know that I was shopping for a watch yesterday are all proof that brands are able to cater their advertisements to appeal to something we’re actually going to be motivated to buy.

This has created a unique opportunity for marketers: enhanced Google AdWords campaigns which were launched on July 22nd of this year.

In their SES Chicago session, Michael Griffin and Lisa Raehsler reviewed what those campaigns are and how to design, segment, and optimize one. Here are some of the key takeaways from their session:

Evan Prokop

Google Analytics Guide: 4 Easy Tips For Getting Started With Analytics & Website Goal Setting

Evan Prokop on Oct 3rd, 2012     Google, Online Marketing

So, you’ve taken the important step of setting up a Google Analytics on your company’s website.  Implementing Google Analytics is an essential part of gaining insight for improving the customer experience, and improving profitability for your organization.  As they say, what gets measured gets managed.

However, when you log in, you are met with a sea of data covering nearly every conceivable web metric, a lot of them which you’ve never even heard of.  You may be able to find the information you want, but it most likely involves a lot more time and frustration than it needs to.

Ashley Zeckman

Google Bringing You Down? Tips for Avoiding Duplicate Content & Multiple Site Issues – #SESNY

Ashley Zeckman on Mar 21st, 2012     Google, Search Engine Strategies, Search Engines

duplicate content and syndicationUnderstanding the way that search engines like Google and Bing crawl your sites for duplicate content is not always easy to follow.  What exactly are the rules, and what are the ramifications for not following the rules?

This presentation by a group of industry experts focused on gaining an understanding of how search engines read your content, as well as what steps you can take to avoid penalization for your content.

Peter van der Graff: Redirecting Duplicate Content

We always assume that Google knows best, but is that necessarily true?  According to Peter finding a formula that works 100% of the time is no easy task.  He opened up with a great example “If you have a 301 redirect and you tell Google to go left, they’ll probably go right.”  You could end up implementing a 301 redirect and when you request the location a cached version of the site may still appear instead of the redirect you intended.

Ashley Zeckman

Stuck In A Marketing Rut? 4 Signs That It’s Time To Add Engagement To Your Online Marketing Strategy

Ashley Zeckman on Mar 13th, 2012     B2B, B2C, Blogging, Content Marketing, Google, Online Marketing, Social Media

Turn engagement problems into marketing solutions.When you ask an online marketer what frustrates them the most about reaching customers and prospects online you’re likely to hear the following:

  • Finding a way to connect with their audience
  • Moving prospects through the buying cycle
  • Growing their network and lists

Marketers often talk about their prospects being overloaded with too much information which can lead to an indecisive audience, causing marketers to miss projections and sales goals.  Lets face the facts, consumers are engaging online.  Recent studies show that over 53% of active social networkers follow a brand.  If there are that many people actively interacting and engaging with brands online what changes can be made to reach and engage target audiences?

Sign #1 – The Sounds of Silence – No One is Commenting On Our Blog

Ashley Zeckman

Online Marketing News: Tips for Going Viral, Socially Optimized via Mobile, Facebook Timelines for Business, LinkedIn Company Follow

Ashley Zeckman on Mar 2nd, 2012     B2B, B2C, Blogging, Content Marketing, Google, Online Marketing, Search Engines

What does it take to go viral?

This recent video from Salesforce.com covers what it takes for your content to spread as well as the formula for success.  The video also includes a checklist marketers can use to increase their likelihood of going viral.

This Week in Online Marketing News

“Getting Socially Optimized with Mobile Marketing” As mobile marketing continues to expand marketers are still searching for the best way to reach their audience through the development of applications for smart phones, ads, and mobile optimized websites.  This article provides some insight into the benefits and challenges of a mobile marketing strategy. Via BtoB Magazine.

Ashley Zeckman

Online Marketing News: Pinterest’s Sneaky Tactics, Keeping Leaders Honest, 100 Million Videos Watched Per Day

Ashley Zeckman on Feb 10th, 2012     Content Marketing, Google, Marketing Industry News, Online Marketing, Search Engines, SEO, Yahoo

How Social Media Keeps Leaders Honest

David Jones of Havas and Mashable CEO Pete Cashmore recently sat down to talk about the responsibilities of the leaders of today to respond to social media, and how it holds them accountable.

“Google Clarifies: No, Ads Shouldn’t Help Rankings & No, SEO Isn’t Bad”  Recent comments made by a new Google employee have some SEO’s up in arms.  Apparently his comments included “SEO isn’t good for users” and “It’s a bug that you could rank highly in Google without buying ads.”  Curious to know what else he has to say and what reaction this has caused within the online community?  Via Search Engine Land.

Ashley Zeckman

Innovative Search Features Drive Engagement – Paul Vallez #OMS12

Ashley Zeckman on Feb 8th, 2012     Ask, B2C, Content Marketing, Google, Online Marketing, Online Marketing Summit, Search Engines

"Google taught us how to search." - Paul Vallez

Paul Vallez admits that when he started at HP less than a year ago he had just come from Ask.com and was pretty cocky about what he knew.  Vallez also shares that he wasn’t very open to new ideas and wanted to step into his new position at a big brand and immediately demonstrate value. What was his approach?

  • 75% Cocky
  • 25% Open to new ideas

In Vallez’s presentation he identified what he called “3 Key Learnings” that he shared with the audience for improving the way that your search strategy is implemented for improved engagement.

Lee Odden

Google+ Optimization vs. Community Building: Pros & Cons of Google SPYW

Lee Odden on Jan 30th, 2012     Google, Online Marketing, Search Engines, Social Media
Google+ Optimization

Google+ Optimization or Community Building?

Initially I looked at Google+ the same as other Google social projects like Wave and Orkut. But the more I use Google+ the more I like it. Maybe it’s the network effect because others are using it more too. I often find content and insights shared on G+ that I don’t find elsewhere.

While the addition of Google Search Plus Your World (SPYW) has made a big splash in the digital community, I actually think G+ is far more useful (from a personal perspective) as a social network than it is as an augmentation of search on Google.com. When I put my Marketer’s hat on, of course it doesn’t matter what I think of G+ – the task is to figure out how to optimize opportunities to gain an advantage.

Ashley Zeckman

Online Marketing News: Women Dominate Community Management, Google Privacy, FBI Social, Twitter Censorship, McD Hashtag Gone Wrong

Ashley Zeckman on Jan 27th, 2012     Content Marketing, Google, Online Marketing, Press Release Optimization, Search Marketing, Social Media

Social Media Community Managers

The 2012 Community Manager Report

Community Manager is an essential, yet still uncharted territory for many companies that are expanding their presence on the social web.  What should you know about the current state of this position?

  • 67% of Community Managers work for a brand
  • The most popular city for Community Managers is New York
  • 65% of Community Managers are Female

Be sure to check out the rest of this report presented by Social Fresh.

Google & FBI: All Your Social Data Are Belong to Us

For non-geeks, here’s the reference (Zero Wing video)

Ashley Zeckman

Google+ for Business: 5 Things Marketing Professionals Should Know About Google+

Ashley Zeckman on Jan 17th, 2012     Content Marketing, Google, Online Marketing, Search Marketing, Social Media

Chris Brogan Google+ for BusinessGoogle+ has been on the lips of every online marketing professional since early 2011.  With a base that has now passed 62 million users and the integration of Google+ into Google search, it has become clear that Google+ is here to stay.

As this new social platform continues to evolve it may be difficult to keep up with the latest trends, changes, and tactics for creating an optimized and influential Google+ profile for you and your business.  With recent events and the release of Chris Brogan’s new book “Google+ for Business: How Google’s Social Network Changes Everything” Lee and I thought it seemed a good time to compile some helpful tips of our own and some from Chris’s new book to help professionals take some of the fear and uncertainty out of using Google+.

Ashley Zeckman

Online Marketing News: Google+ Search, $10 per Twitter Follower, Facebook 1 Billion Users, Foursquare Search Engine, Social ROI: No, Really!

Ashley Zeckman on Jan 13th, 2012     Google, Online Marketing, Search Engines, Search Marketing, Social Media

Search, plus Your World

The big news this week centers around the changes that Google has rolled out related to Google+ integration with search, which as the tech press buzzing.  Google is aiming to bring users additional search functionality that is incorporated with their Google+ profiles.   The official Google blog states that “you should be able to find your own stuff on the web, the people you know and things they’ve shared with you, as well as the people you don’t know but might want to… all from one search box.” Industry observers are saying it’s too much Google+, all the time.

Regardless, it’s a new dimension on the face of search and that spells opportunity (for those optimists among us) to Optimize. Here are a few tips on Google+ optimization. Be sure to add TopRank to your Google+ circles!

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