Archiv für den Monat: April 2017

How well do you know Search Engine Watch? The SEW Friday quiz

How well do you know Search Engine Watch?

Following the success of our previous Easter trivia quiz, we decided to mix it up again this Friday with another quiz – this time testing how well you’ve been paying attention to the content we’ve been publishing on Search Engine Watch this week.

All of our questions (bar one, for fun!) are drawn from the past week’s worth of content, including last week’s search news roundup. So brush up and give it your best shot!

Source:: searchenginewatch.com

Digital Marketing News: 15 Reasons for Brand Advocacy, Email Priorities and Google TV Ads

15 Reasons Why Brand Advocacy is the Bedrock of Your Business [Infographic]
Although brand advocates are important for brand marketing – with referrals, user generated content, and positive online reviews being just a few of the benefits of brand advocacy, this infographic shows over 80% of companies are not using advocates in their marketing strategy, and 58% don’t even know who their advocates are. Social Media Today

The Email Priorities of Brand and Agency Marketers in 2017
MarketingProfs reports: „Some 30% of brand marketers say personalization is one of the top three areas of email marketing they really need to focus on in 2017, up from 22% last year; 28% say they need to focus on automated campaigns, 25% on segmentation, and 24% on measurement/analytics.“ MarketingProfs

Google Sees Another Chance to Get Programmatic TV Right
In a bid reminiscent of their 2012 attempt at TV advertising, Google has again invested in offering TV ads for programmatic buying that marketers can choose as part of their digital video ad buys through their ad tech platform. Will this turn out better than their last attempt? Time will tell. Ad Age

Goodbye, Like button
Pinterest announced in a press release: „After doing a bunch of research with Pinners, we found Pinterest is easier to understand when we remove the Like button altogether.“ This will not affect the functionality of the Save button, and other Likes will be retained in a new board called „Your Pinterest Likes“. Pinterest

Mobile Captures More Than Half Of All U.S. Internet Advertising Revenue For The First Time Ever, Total Digital Ad Spend Hits a Landmark $72.5 Billion in 2016
IAB reports: „Mobile advertising accounted for more than half (51%) of the record-breaking $72.5 billion spent by advertisers last year […] The total represents a 22 percent increase, up from $59.6 billion in 2015. Mobile experienced a 77 percent upswing from $20.7 billion the previous year, hitting $36.6 billion in 2016.“ IAB

New: LinkedIn Launches Matched Audiences
LinkedIn is launching Matched Audiences, allowing marketers to utilize website retargeting, account targeting and contact targeting. These new tools will be available for all of LinkedIn’s ad platforms. Will this help LinkedIn ads beat out Facebook for B2B advertisers looking for more targeting? Search Engine Journal

eMarketer Releases New Programmatic Advertising Estimates
Despite controversy around programmatic advertising in recent marketing headlines, eMarketer found that nearly four of every five digital display ad dollars in the US will go to programmatic advertising this year. eMarketer

Facebook Is Testing Video Cover Images for Pages
Facebook has confirmed that they’re testing giving Pages the ability to upload videos as cover images, as you can see if you look at the Narcos Facebook page. It’s unconfirmed if and when this update will roll out network-wide. AdWeek

What were your top digital marketing news stories this week?

We’ll be back next week with more top digital marketing news! If you have something to share, sound off in the comments or Tweet it to us @toprank.

The post Digital Marketing News: 15 Reasons for Brand Advocacy, Email Priorities and Google TV Ads appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

What will the future of Google search results pages look like?

Recently, we took a nostalgic, infographic-based look back at the history of Google search results pages.

In the past 20 years, Google has gone from a university project called Backrub to a global powerhouse that continues to shape how we search for, and discover, new information.

And yet, these are still early days for Google. In fact, the rate of change is only increasing, with driverless cars and augmented reality on the horizon.

Some of Google’s core business focuses, like hyperlocal targeting and personalization, remain largely untapped opportunities and, with heightening competition from Apple, Amazon, and Facebook, the pace of progress will continue to accelerate.

In 2017 alone, for example, we are about to see an ad-blocker built into Chrome, a mobile-first index, and the increased uptake of voice search.

Google defines itself as “machine-learning first” in its approach, so we are entering an era of unprecedented – and mildly unpredictable – possibilities. If Google can integrate its Assistant software into our everyday lives, the humble search results page as we know it may soon be a thing of the past.

In our latest infographic, we have looked into a future where context will define the form and content of the search results pages we see.

You can view a high-resolution version of the image by clicking on the image below.

Infographic created by Clark Boyd, VP Strategy at Croud, and graphic designer Chelsea Herbert. Click here to read the blog post by Croud on The Future of Google Search Results Pages.

Source:: searchenginewatch.com

Squashing the Influencer Marketing Buzz(words): What You Really Need to Know

On Google, there are more than 14 million results for the phrase “influencer marketing”. And within those result, most of what you’ll find are “What is Influencer Marketing?” posts (P.S. you can find one from us here). But the problem is that most of these posts have a different variation of what influencer marketing is, who needs it and what you should do. Talk about confusing!

Some of the types of definitions you’ll find include:

  • Using influencers to spread your message on your behalf.
  • A form of marketing that focuses on specific individuals.
  • Promoting services through influencers that can have an effect.
  • Incorporating influencers with a large social reach into marketing.

And while some of those definitions do describe the essence of influencer marketing, our CEO Lee Odden describes it as follows:

“Influencer Marketing is the practice of engaging internal and industry experts with active networks to help achieve measurable business goals.”

So here’s the truth: Expecting that you can simply tap the shoulder or fill the bank account of an “influencer” will not help you meet your business goals. In order to truly have an IMPACT with an influencer marketing program, it’s important to sift through the buzz and develop a program that has real intent.

Influencer marketing isn’t for everyone. If we’re being honest, influencer marketing may not be a fit for every company. While it’s true that there are experts in every field, your audience may not be particularly motivated by expert content.

Working with popular people does not make your brand popular. When starting your search for industry experts, it’s essential to align with influencers that can become an extension of your brand message and whose outlook already aligns with yours. A good mix of well-known experts or “popular influencers”, internal experts, up-and-comers and other expert types make for a well-rounded program to delight your audience.

Influencer marketing should not = compensation only. The real goal should be to develop mutually beneficial relationships with experts to co-create content that works for your audience, their audience and your mutual audience to build credibility. While it’s true that you may have to pay some influencers from time-to-time, a 100% pay-to-play model is not sustainable.

There’s more to influencer marketing than awareness. Many brands are investing hundreds, thousands or even millions of dollars into influencer driven marketing programs that are simply focused on building awareness. Now don’t get me wrong, brand awareness is essential, but expert content has a place deeper in the funnel as well. While the rules differ slightly between B2B and B2C, an integrated marketing strategy that includes influencers can be used to actually generate revenue.

Putting all the pieces together isn’t always easy. Access to influencer marketing tools and marketplaces absolutely make the process much easier. However, all the tools in the world are not a replacement for a sound strategy to incorporate influencers into your digital marketing mix. Your best chances for success are to have a dedicated team or agency help you build a strategy that is based on measurable business objectives.

My team at TopRank Marketing has actively been engaging experts to co-create content for own marketing and our client’s marketing for years. We know that the road to influencer marketing success isn’t always easy, but it is attainable and if executed strategically can create many benefits for your customers, your brand and your influencers.


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The post Squashing the Influencer Marketing Buzz(words): What You Really Need to Know appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Rank Checker Update

Rank Checker.

Recently rank checker started hanging on some search queries & the button on the SEO Toolbar which launched rank checker stopped working. Both of these issues should now be fixed if you update your Firefox extensions.

If ever the toolbar button doesn’t work one can enable the Menu bar in Firefox, then go under the tools menu to the rank checker section to open it.

Years ago we created a new logo for rank checker which we finally got around to changing it today. :)

Categories:

Source:: seobook.com