With all the hard work we do to create search marketing success for our clients and generally keep their digital marketing efforts on track, it isn’t often that we here at Prominent Placement get time to toot our own horn – so pardon us while we play the largest horn ever to celebrate our latest AMY awards finalists!
You read that correctly: PPI recently earned four finalist nods for this year’s Atlanta Marketer of the Year (AMY) Awards, presented by the Atlanta Chapter of the American Marketing Association (AMA). AMY judges recognized PPI in the categories of Web & Interactive Marketing for work with Alfresco and Walton Communities, and Search Marketing for work with NexTraq and Recall.
One of 2013’s funniest bits of SEO snark came via an infographic portraying Google Web Spam Head Matt Cutts as the biblical icon Moses – two slabs of unassailable SEO commandments in hand. The message was clear: In the world of search, what Matt Cutts says is the law – and he’s been saying plenty! In fact, he’s said so much lately – from banishing guest posting to side-eyeing social media influence – that it’s hard to understand the SEO rules anymore.
Whether you work with an agency, have an in-house SEO team or are just a small businessperson trying to incorporate SEO into your marketing, it can be terrifying to hear that tactics you’ve relied on are now getting the Google stink eye!
So just what has been banished? We’ve put together this quick guide to help you make sense of some of the more recent shifts in Google rules.
A Little Background
When he’s not on Mt. Sinai receiving SEO rules and moral edicts, Matt Cutts is in charge of making sure Internet bad guys aren’t gaming Google’s algorithms to get poor quality content
higher in the rankings. Given Google’s legendary coyness surrounding their secret algorithm sauce, Cutts’ willingness to blog and host video chats answering SEO questions has made him a crucial pipeline to many SEOs, who regard his every word as an invaluable clue to success. In other words, he speaks and the SEO world listens.
Here are a few of the things he’s spoken on lately! (Read More…)
Digital and search marketing continue to change rapidly, and marketers spend a significant amount of time researching and continuing to learn about it. That’s according to the “State of Search Marketing Report 2013,” recently released by SEMPO and Econsultancy.
According to the study, the trend most impacting paid search last year was the increased use of mobile by consumers, followed by Google’s Enhanced Campaigns and other changes to AdWords. The biggest changes affecting SEO were “not provided” keyword data, Google’s algorithmic changes (Hummingbird/Penguin/Panda), and, again, the increased use of mobile by consumers. Ironically, despite marketers’ concerns about the importance of mobile, only 3% of digital budgets were allocated to it.
Overwhelmingly, this year companies plan to increase spending on digital marketing (or at least keep it the same). (Read More…)
The blessing and curse of digital marketing is that everything is measurable…but it can also be overwhelming. How can a busy marketing executive cut through the clutter and focus on the website Key Performance Indicators (KPIs) that really matter?
Our SEO & Analytics Manager, Aaron Abbott, created a Google Analytics dashboard for marketing professionals like you. If you’ve already got an existing profile in Google Analytics, it literally takes two clicks to import this dashboard into your account. Click to access the custom dashboard and select which profile for which you want to use the dashboard.
These dozen KPIs typically deserve the most attention, in our experience. They’re all in the dashboard. (Read More…)
WHEN: Wednesday, January 22, 2014, 11:30am – 1:00pm
WHERE: Atlanta Fish Market
265 Pharr Rd NE
Atlanta, Georgia 30305
Companies are cashing in on recent changes in media. Search retargeting and social advertising provides a means to reach people at different stages of the cycle and content marketing enhances engagement and increases the likelihood of purchase. Find out what online advertising tactics are leading the way to increased engagement, more traffic, and better sales growth. (Read More…)
I recently read three excellent articles about conversion/landing page testing that are definitely worth a read. They show just how complex Conversion Rate Optimization (CRO) is. It can be costly and time-consuming, and not all tests will work. In fact, some will fail, costing conversions.
Regardless, the upside is so enormous that it still makes sense to undertake CRO. Even though it requires money and time, it’s still often a cheaper and faster way to increase your bottom line than other marketing tactics. Just make sure you’re doing it right. Here are the articles:
Special thanks to Star Bradshaw, our VP of CRO, for bringing these articles to my attention.
We’re all used to pay-per-click and even pay-per-conversion…but pay-per-gaze?
Google has filed a patent for pay-per-gaze, which would entail serving up ads on Google Glass and other wearable computing devices. When people see an ad (or anything, really) that they like or that surprises them, their pupils dilate. So perhaps the advertiser would pay more for gazes that show interest, or maybe data about what people respond to will be sold to advertisers.
Pay-per-gaze won’t be a reality anytime soon, but with the coming wave of wearable computers, the mind boggles at the new, innovative advertising methods sure to follow.
Here’s Wired’s article about pay-per-gaze.
We know that running Paid Search ads works – it drives traffic and sales. But sometimes we have a hard time convincing prospective clients of this. “I never click on the ads,” they say, so they assume no one else does. Or they worry that running Pay-Per-Click (PPC) will cannibalize organic SEO, resulting in them paying for clicks they could have gotten for free.
A recent article by Melissa Mackey, citing a Google study and a B2B case study, provides some hard data to refute these assumptions. The bottom line is:
- 89% of paid search visits are incremental to organic visits – meaning only 11% of the time advertisers paid for clicks they would have received otherwise.
- In the case study, PPC increased site visits by 17%, but…
- Sales increased by 136%! How is this possible? Because buyers didn’t only see an ad, click and convert. It typically took more than one site visit for them to make a purchase, and PPC was a big part of their journey.
- The average sale amount was 21% higher for buyers who saw a PPC ad.
- The average conversion rate for PPC was 2.25%, versus just over 0.5% for non-PPC conversions. In other words, PPC traffic converted 3.5 times higher than other visitors.
Now, all but the first bullet point above are from one case study, for a B2B ecommerce site. So your mileage will vary. But this makes a convincing case that marketers that have not yet tried paid search should do so, and track results to ensure that they’re also enjoying incremental visits and sales.
Here’s the original article: The Actual Impact of PPC on Sales [Case Study] by Melissa Mackey, on Search Engine Watch.
Special thanks to Aaron Abbott, SEO & Analytics Manager, for contributing to this article.
Only 38.5% of the traffic to the average website is from a human being, according to a recent study by Incapsula. Over 61% consists of robots (“bots”). Most of these are “good bots,” such as search engines. Believe me, you want Google, Bing and Yahoo crawling your website – otherwise, it won’t be found in organic search results. But a full 30% of website traffic consists of malicious bots. Here’s Incapsula’s “Bot Traffic Report” infographic with more details.
What should you do with this new information? Panic? Call the Internet police? Invest in heavy-duty anti-bot spray? (Read More…)
Google AdWords continues to get more complex, but this time in a good way. There are two relatively new ways to get your ads in front of highly qualified searchers.
Remarketing Lists for Search Ads (RLSA)
Let’s say a prospective customer comes to your website and looks around, but doesn’t convert – they don’t make a purchase or fill out a contact form. And then they go to Google and search using keywords that describe what you’re selling. This happens all the time in the unfortunately non-linear way that people research products and services.
What if you could serve up your text ad to those folks while they’re searching using relevant keywords? Now, with RLSA, you can.
This is like Display Network remarketing , only it’s on the Search Network, so your ads show up in the regular AdWords results on Google. The ads only show when the person searches using keywords you designate. These keywords can be much broader than those you typically target, because the set of searchers that will see them has already been narrowed and qualified.
Several of our clients have seen significant lifts using RLSA – if you’re not already testing it, you should be.
If you’ve been running “regular” remarketing on Google’s Display Network, Similar Audiences can give your campaign a huge boost. (Read More…)