Kevin Cotch

What You Need to Know About Optimizing Content for Voice Search

Kevin Cotch on Nov 1st, 2017     Search Engines, Search Marketing, SEO

Voice Search Content Optimization

Thanks to the emergence of technologies such as mobile personal assistants, Amazon Echo, Google Home, Cortana, and others, there’s no doubt that voice search is on the rise. These days, consumers can send text messages while driving or use a mobile personal assistant to complete simple actions. In fact, Gartner predicts that about 30% of searches will be conducted without a screen by 2020. In addition, another study from ComScore, states that voice searches will account for nearly 50% of searches, too.

That means we marketers need to start thinking how we can get our content in front of our audience via voice search channels. While optimizing content for voice search can seem daunting, there are a few easy tips that can help you start gaining more visibility for those types of queries.

Caitlin Burgess

Digital Advertising Tips: 5 Scenarios Perfect for Pay-to-Play Tactics

Caitlin Burgess on Jul 19th, 2017     Online Advertising, Search Marketing, Social Media Advertising

In today’s competitive and content-saturated digital landscape, it’s no secret that it’s becoming increasingly difficult to connect, engage and inspire action from our audiences using only “free” or organic marketing tactics.

As a result, digital advertising, often dubbed “pay-to-play” by marketers, is steadily on the rise. In fact, last fall, eMarketer forecasted that digital advertising spend would surpass TV ad spending for the first time in history by the end of 2016. And that trend is definitely expected to continue.

However, despite rising ad spend, consumers are actively avoiding our ads, according to a 2016 HubSpot Research report. For example, four out of five consumers reported that they closed a browser or exited a website because of an autoplaying ad or a pop up.

Caitlin Burgess

Working Together in Perfect Harmony: Digital Advertising + Content Marketing

Content marketing has emerged as an incredibly effective way to arm consumers with the information they seek and need, increase brand awareness, enhance engagement, and ultimately inspire action and conversions. As TopRank Marketing CEO Lee Odden likes to say:

“Content isn’t King. It’s the Kingdom.”

But the kingdom is crowded. According to Content Marketing Institute (CMI) and MarketingProf’s 2016 benchmark reports, 88% of B2B marketers and 76% of B2C marketers say they use content marketing.

With so many marketers in the content marketing game—many of them creating and publishing new content daily—competition is stiff. In addition, evolving algorithms for social media news feeds and search engine results make it even more difficult to get the right eyeballs on your content.

Ashley Zeckman

7 Tips For Deploying A Successful Ad Retargeting Strategy

Ashley Zeckman     Digital Marketing, Search Marketing

ad-retargeting-examples

There is no replacement for a sound organic optimization strategy. However, there are many ways that you can augment your organic strategy, including paid search tactics. Ultimately, your job is to ensure that prospective and current customers have a good user experience and can find the information that they need quickly and efficiently.

One tactic that has gained steam in the past couple of years is ad retargeting. In fact, Criteo found that visitors that are retargeted with display ads are 70% more likely to convert on your website than those who are not.

To help you navigate through the sometimes daunting and complex approach that is ad retargeting, here are 7 tips to help ensure that your advertising dollars don’t go to waste.

Leila De La Fuente

How 3 Mega E-Commerce Websites Approach Title Tag & Meta Description Optimization

Leila De La Fuente     Online Marketing, Search Marketing, SEO

ecommerce-shopping

Here’s a test: Google “fairy wings” right now. Your job is to quickly find which result will sell you a set of glitter fairy wings and preferably include free shipping.

Now that you’ve begun your search, how do you know which result will bring you to the most qualified products? One way is to visually scan the title and description snippets in your search results.

There are nearly 12 billion Google searches per month. Consumers conduct searches for products or services they need, and often use the snippets in search results as deciding factor on whether to click, or keep scrolling.

The examples below show how three mega e-commerce sites approach title tags and meta descriptions, what they’re doing right and some additional opportunities.

Alibaba.com

alibaba logo

Evan Prokop

Danny Sullivan on the State of Search Marketing in 2015

Danny Sullivan Authority Rainmaker 2015

To say there have been major changes in search marketing in recent times would be a big understatement. From the increased complexity and intelligence brought about by several Google search algorithm updates to the meteoric rise of mobile device usage, search marketers have had plenty to keep them busy.

Founding editor of Search Engine Land, Danny Sullivan has been an authoritative voice in the search marketing industry for nearly two decades, so he’s certainly seen and weathered plenty of big changes since the inception of search.

In his presentation at Authority Rainmaker 2015, Danny educated and entertained the audience with insights into the current state of search and how businesses and marketers can prepare for the future.

There isn’t One ‘Front Page’ of Google Anymore

Google Search Results Page Components - Authority Rainmaker 2015

Evan Prokop

Where Does Search Fit in Digital Marketing in 2015?

Evan Prokop     Digital Marketing, Search Marketing

search

What does search fit in your digital marketing program? If you answered ‘with the SEO department’, you’re certainly not alone, as many marketers and businesses owners still use the traditionally siloed approach to search marketing, leaving the SEO folks to do their work, separate from the social, paid and content marketing teams.

However, in the ultra-competitive world of search marketing, integration of tactics under a unified digital marketing strategy is becoming more important than ever.

Similar to mobile accessibility, 2015 is the year when integration of search with the overall digital marketing strategy will increasingly move from a ‘nice to have’ to an essential. Brands that embrace an integrated approach will be rewarded.

Lee Odden

What Marketers at Dell, IBM, Optum, General Mills and Bank of America Think About the Future of Search Marketing

Future of Search Marketing in Digital

As the search marketing industry continues to feel the sting of Google narrowing down what passes as acceptable search marketing practices, more practitioners find themselves having to defend the channel. This is more true with SEO than Search Advertising, but for many, search marketing isn’t exactly the poster child it once was.

But that’s not how the panel of digital marketers we polled from major corporations including Optum, General Mills, Bank of America, Carlson, Dell, IBM and AOL see it. Their view is far more optimistic.

As companies begin to plan their strategic marketing initiatives, it can be tough sorting through the “propaganda” from search engines and search marketers alike. I’m a fan of going to the source whenever possible for clarity on marketing trends and besides your own data, what better source than companies making choices about marketing budgets, developing strategy, implementing tactics and defending marketing performance on a daily basis?

Ashley Zeckman

Steven Yap of Google: Adjust Your Search Engine Marketing Strategy to Meet Consumer Needs

Ashley Zeckman     Online Marketing, Search Marketing

Your customers are using multiple channels and devices to consume information

Until recently search marketing was the channel that many companies thought they had “all figured out”.  As the online marketing industry evolves many are finding it difficult to move into the next phase, which includes cross-channel optimization.

I recently attended a presentation from Steven Yap, Head of Emerging Products and Markets at Google where he covered that very topic.  Figuring out how search can help produce wins that really matter, and determining what role search marketing plays in a broader marketing campaign leaves many marketers stumped.  In this article I’ve included some helpful tips from Yap as well as some best practices for cross-channel optimization.

Brian Larson

Expert Video Marketing Strategy – Spoiler Alert: Cat Videos Included #SESNY

Video Marketing for Content MarketersHave you worked yourself to the bone on a video marketing campaign only to see the results fall flat? Do you have a wealth of video content but are unsure how to leverage it effectively to serve your marketing objectives? Can your presence on YouTube be summed as ‘well, we have a channel’?

If you answered yes to any of those questions, you’re not alone. Getting results through your video marketing efforts can be a challenge if you don’t have the right game-plan. However, you’re in luck! At day 2 of SES New York TopRank CEO Lee Odden moderated a panel discussion with leading industry video marketers.Their stellar tips and insights that can be found below.

Ashley Zeckman

Online Marketing Best Practices: Software & Technology Marketing

software marketing best practicesAt TopRank Online Marketing, we work with clients in many different industries each facing a unique set of problems.  One of the industries we provide online consulting for regularly is software.  Be it network monitoring, healthcare system and hospital software, email marketing, project management, or B2C software, promoting technology solutions has been a part of our expertise since TopRank was founded over 10 years ago.

Software development continues to become even more valuable in today’s social, mobile and overall digital world as companies begin to migrate what were once offline industries into SaaS and cloud based services.  It wasn’t too long ago that recruiting, sales, and marketing relied heavily on meeting in person or over the phone. With advancements in software and devices, organizations are now able to accomplish the same if not better results at a drastically reduced cost.

Ashley Zeckman

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

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)