Archiv für den Monat: Juni 2018

Faber Magazin No. 1

L1030883

Mehr Bilder…

Das neue Passauer Faber Magazin — initiiert und herausgegeben von Felix Fuchs, Maximilian Hasenöhrl und Manuel Kreuzer — setzt sich durch eine lockere Herangehensweise gleichermaßen mit regionalen, wie kulturellen und gesellschaftlichen Themen auseinander. Dabei steht im Vordergrund, keine Altersgruppe und keinen Gesellschaftsteil informativ auszuklammern. Faber steht neben Lifestyle Inhalten, wie Musik, Gastronomie und Nachtleben, auch für Meinung und kritische Auseinandersetzung mit gesellschaftsrelevanten, zeitgenössischen Themen. Entsprechend seiner wörtlichen Übersetzung stellt der Name Faber eine hohe Affinität für Handwerk und Kunst dar. Diese Motive waren für uns entscheidend, was gerade durch die physische Beschaffenheit des Magazins, auf Zeitungspapier gedruckt sowie durch seine grafische wie inhaltliche Gestaltung publiziert wird. Damit verbunden ist das Ziel, eine junge, coole, provokante, vor allem aber liberale Stimme in einer lebenswerten und geschichtsträchtigen Universitätsstadt zu sein.

Designer
Manuel Kreuzer

Chefredakteur
Maximilian Hasenöhrl

Projektmanager
Felix Fuchs

Herausgeber
Faber Verlag

Source:: designmadeingermany.de

Digital Marketing News: Instagram Adds Hour-Long Videos With IGTV, Weeding Out Influencers Who Buy Followers, & Mobile’s Vast Growth

With IGTV, Instagram Takes Aim at YouTube
Instagram has added the ability to upload videos up to an hour long, with the launch of its new IGTV feature, offering digital marketers a much bigger video canvas. Instagram also announced that it has broken through the one billion user barrier. Wired

Unilever stops working with digital media influencers who buy followers
Unilever has ceased working with social media influencers who buy followers, a first-of-its-kind effort to increase influencer transparency, the mega-brand recently announced. Marketing Land

Marketing-driven revenue from mobile apps has grown 80% since 2016
Marketers focusing on mobile may be on the right track, as mobile apps have driven a vast 80 percent marketing revenue expansion since 2016, according to voluminous new report data from Facebook and marketing analytics firm AppsFlyer, detailing major differences among the gaming, shopping, and travel markets. Venture Beat

For $150, Most Users Will Sell Personal Information to Brands
$150 would persuade most consumers to sell certain portions of their personal data to their favorite brands, according to recent survey data of U.S., U.K., and German Internet users. eMarketer

Reddit brings autoplay native video ads to desktop and mobile
Reddit’s traditionally sparse advertising will make way for new auto-play video ads on both its mobile and desktop sites, the increasingly popular social news aggregation, content rating, and discussion website announced recently. Tech Crunch

Instagram’s new shopping bag icon adds e-commerce element to advertisers‘ Stories
Instagram has given certain advertisers new e-commerce features that will add a shopping bag icon to Instagram Stories, a move that could eventually be rolled out to all advertisers. Marketing Land

Google replacing video boxes with video carousel on desktop search
Google has moved almost completely to the carousel format for videos among desktop search results, providing new opportunities for digital marketers. Search Engine Land

Friday, June 22, 2018 News Statistics Image

Twitter Launches New Site to Provide Insights into How to Make Best Use of the Platform
Twitter launched its Twitter Media site to help digital marketers best make use of the platform’s latest features, including case studies and other best-practice-oriented content. Social Media Today

Bing Ads With Enhanced Targeting Settings & Dimensions Tab
Bing rolled out new advertising features including more precise location and device targeting, along with upgraded analytics information with a new Bing Ads Dimensions feature. SEO Roundtable

YouTube Like & Dislike Counts Are Now More Accurate
YouTube updated the way it tabulates video likes and dislikes, in an effort to combat spam, a move than should prove beneficial to digital marketers. Search Engine Journal

Want to Win Over Millennials and Gen Z? Vice’s New Study Says Brands Should Get Spiritual
The key elements marketers most need to tap into when targeting millennials and Gen-Z include surprises such as spirituality, according to new study data by Vice. Vice

ON THE LIGHTER SIDE:

Marketoonist Personalization Gap Cartoon

A lighthearted look at the personalization gap in marketing, by Marketoonist Tom Fishburne — Marketoonist

The EU’s bizarre war on memes is totally unwinnable — Wired

Look! Up in the Sky! It’s a Flying Orange Man With Wieners on His Belt! — AdWeek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Ashley Zeckman — What’s Trending: Ride the Marketing Merry-Go-Round — LinkedIn (client)
  • Lee Odden — The Keys to Successful B2B Content and Influence Programs — WriterAccess

What are your top content marketing news stories this week?

Thanks for stopping by, and please join us next week for another lineup of the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


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Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2018. |
Digital Marketing News: Instagram Adds Hour-Long Videos With IGTV, Weeding Out Influencers Who Buy Followers, & Mobile’s Vast Growth | http://www.toprankblog.com

The post Digital Marketing News: Instagram Adds Hour-Long Videos With IGTV, Weeding Out Influencers Who Buy Followers, & Mobile’s Vast Growth appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Digital Marketing News: Instagram Adds Hour-Long Videos With IGTV, Weeding Out Influencers Who Buy Followers, & Mobile’s Vast Growth

With IGTV, Instagram Takes Aim at YouTube
Instagram has added the ability to upload videos up to an hour long, with the launch of its new IGTV feature, offering digital marketers a much bigger video canvas. Instagram also announced that it has broken through the one billion user barrier. Wired

Unilever stops working with digital media influencers who buy followers
Unilever has ceased working with social media influencers who buy followers, a first-of-its-kind effort to increase influencer transparency, the mega-brand recently announced. Marketing Land

Marketing-driven revenue from mobile apps has grown 80% since 2016
Marketers focusing on mobile may be on the right track, as mobile apps have driven a vast 80 percent marketing revenue expansion since 2016, according to voluminous new report data from Facebook and marketing analytics firm AppsFlyer, detailing major differences among the gaming, shopping, and travel markets. Venture Beat

For $150, Most Users Will Sell Personal Information to Brands
$150 would persuade most consumers to sell certain portions of their personal data to their favorite brands, according to recent survey data of U.S., U.K., and German Internet users. eMarketer

Reddit brings autoplay native video ads to desktop and mobile
Reddit’s traditionally sparse advertising will make way for new auto-play video ads on both its mobile and desktop sites, the increasingly popular social news aggregation, content rating, and discussion website announced recently. Tech Crunch

Instagram’s new shopping bag icon adds e-commerce element to advertisers‘ Stories
Instagram has given certain advertisers new e-commerce features that will add a shopping bag icon to Instagram Stories, a move that could eventually be rolled out to all advertisers. Marketing Land

Google replacing video boxes with video carousel on desktop search
Google has moved almost completely to the carousel format for videos among desktop search results, providing new opportunities for digital marketers. Search Engine Land

Friday, June 22, 2018 News Statistics Image

Twitter Launches New Site to Provide Insights into How to Make Best Use of the Platform
Twitter launched its Twitter Media site to help digital marketers best make use of the platform’s latest features, including case studies and other best-practice-oriented content. Social Media Today

Bing Ads With Enhanced Targeting Settings & Dimensions Tab
Bing rolled out new advertising features including more precise location and device targeting, along with upgraded analytics information with a new Bing Ads Dimensions feature. SEO Roundtable

YouTube Like & Dislike Counts Are Now More Accurate
YouTube updated the way it tabulates video likes and dislikes, in an effort to combat spam, a move than should prove beneficial to digital marketers. Search Engine Journal

Want to Win Over Millennials and Gen Z? Vice’s New Study Says Brands Should Get Spiritual
The key elements marketers most need to tap into when targeting millennials and Gen-Z include surprises such as spirituality, according to new study data by Vice. Vice

ON THE LIGHTER SIDE:

Marketoonist Personalization Gap Cartoon

A lighthearted look at the personalization gap in marketing, by Marketoonist Tom Fishburne — Marketoonist

The EU’s bizarre war on memes is totally unwinnable — Wired

Look! Up in the Sky! It’s a Flying Orange Man With Wieners on His Belt! — AdWeek

TOPRANK MARKETING & CLIENTS IN THE NEWS:

  • Ashley Zeckman — What’s Trending: Ride the Marketing Merry-Go-Round — LinkedIn (client)
  • Lee Odden — The Keys to Successful B2B Content and Influence Programs — WriterAccess

What are your top content marketing news stories this week?

Thanks for stopping by, and please join us next week for another lineup of the latest digital marketing news, and in the meantime you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.


Email Newsletter
Gain a competitive advantage by subscribing to the
TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2018. |
Digital Marketing News: Instagram Adds Hour-Long Videos With IGTV, Weeding Out Influencers Who Buy Followers, & Mobile’s Vast Growth | http://www.toprankblog.com

The post Digital Marketing News: Instagram Adds Hour-Long Videos With IGTV, Weeding Out Influencers Who Buy Followers, & Mobile’s Vast Growth appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Laying the foundations of good SEO: the most important tasks (part 1)

Nobody ever said SEO was easy. It not only requires a myriad of different methods that evolve over time and follow no particular pattern, but is also impacted by ever-changing search engine policies.

Yet SEO is actually quite methodical. While you will need to mix and combine multiple on-page, off-page, local and other factors to come up with an effective SEO strategy, you can’t just start anywhere. You must prioritize tasks — from basic to advanced SEO — to succeed.

If you do not begin by laying a foundation, you will end up spending a lot of time without achieving the results you need to support your bottom line.

Set up and check SEO tools

SEO deals with data, so your first priority should be to make sure your tools to collect and analyze that data are working properly. The most important are:

  • Google Search Console. You will not be able to track a site’s performance in Google search without this. It is also useful for keyword analysis, implementing and fixing technical SEO, and analyzing UX factors, for example
  • Bing Webmaster Tools. While not as popular as Google, around one quarter of all searches in the US are performed using Bing, and it does have some useful features that enable users to analyze keywords, inbound links, traffic and more
  • Google Analytics. Make sure that your Google Analytics account is properly connected to Google Search Console, then set up specific reports and goals to track your website’s performance stats (e.g. traffic, top-performing pages, page views, bounce rate, CTR)
  • Yoast SEO for WordPress. Since WordPress is one of the most popular CMS systems on the Web, chances are you will be using the Yoast SEO plugin. Intuitive and user-friendly, it helps with titles, meta descriptions, URLs, keywords, and content quality. More technical like sitemaps and robots.txt is also covered.

Keyword research

Keyword research is the foundation of all SEO activity. Once you have ensured that your SEO tools do their jobs, figure out which keywords you need to optimize for and which errors you need to fix to avoid penalties. There are three key areas to keep in mind:

  • Over-optimization. Keyword stuffing will quickly put you on the wrong side of Google, so you should ensure that keywords are placed naturally (you will notice if over-optimization is an issue). On average, you want to have up to five ‘required‘ keywords and keyword phrases per page.
  • Long-tail keywords. It’s important not to use one keyword repeatedly, so to optimize for user intent placing long-tail keywords in your content is a must. Use Google Suggest, Google Keyword Planner and Keyword Tool to research the long-tail keywords your customers are searching for.
  • Synonyms and LSIs. Another way to show to Google that you cater for your audience is to include multiple variations of keyword synonyms and LSI (Latent Semantic Indexing) phrases in your content. As a rule, these are low-competition keywords and you can rank for them pretty easily. Carry out some research using Quora, Reddit and other forums to figure out which keywords your customers use in searches. Tools such as KWFinder, LSIGraph and Answer The Public may also will help.

On-site optimization

To improve your site’s rankings in search engines, you must provide clear signals that your pages are better than those of your competitors. In other words, you need to excel at on-page SEO. Here are some key areas to focus on:

  • According to Brian Dean’s search engine rankings research, shorter URLs featuring one keyword rank better than longer URLs. Since Google prefers this format, it naturally makes sense to shorten them and place your target keyword in the URL to make it more descriptive.
  • Tags and descriptions. Titles, subtitles, alt tags and meta descriptions are important on-page SEO factors. Ensure that:
    • They all feature your targeted keyword
    • The title does not exceed 70 characters
    • h1, h2, and h3 tags are scannable (i.e. allow users to get a post’s meaning without reading it)
    • The alt tag allows users to figure out the image’s meaning if it is not displayed on the page
    • Meta descriptions are descriptive and feature LSIs for user intent.
  • External links. Links to trusted, authoritative websites are indicators that a piece of content is well-researched and well-referenced. Furthermore, they provide additional value to users. Use between five and eight external links in your content pieces.
  • Internal links. You should link your pages together to create crawling paths for Google bots and conversion funnels for your users. Place between two and five internal links per content piece.
  • Website structure, navigation, and UX factors. According to the three-click rule, users should be able to find any information on a website within three mouse clicks. No matter how much sense this rule makes, it comes down to the fact that any website must be easy to navigate and use, and its structure simple and cohesive.

Conclusions

In this article the author has shared his perspectives on the most important SEO tasks with regard to SEO tools, keyword research, and on-page optimization factors.

These three areas are the foundation of any SEO campaign as will they allow you to efficiently collect and analyze data, optimize the keywords your customers search for (and thus drive targeted traffic), and enhance your website by optimizing URLs, tags, descriptions, structure, navigation and UX.

Other areas to keep in mind are technical SEO (specifically, the factors related to mobile-friendliness and loading speed), content, and off-page optimization. These will be discussed in the next article.

Source:: searchenginewatch.com

CMWorld Interview: Thinking Inside the (Answer) Box with Courtney Cox

In a digital marketing career that has spanned numerous roles, often with a heavy focus on SEO, Courtney Cox has watched plenty of trends come and go.

But like many of us, she’s convinced that answer boxes (or “featured snippets,” or “position zero,” as you will) hold the key to search success going forward.

Not only do these “best answer” results attain prime visibility on SERPs, but as voice search continues to grow more prominent, they are likely to become the only result for many user queries within a few years.

Recognizing the magnitude of this topic, Cox will dedicate her session at Content Marketing World to Position 0: Optimizing Your Content to Rank in Google’s Answer Boxes. Drawing from her experience at Children’s Health, where she’s tasked with helping modernize the digital experience in an industry that has been — by her own admission — a little behind the curve, she’ll offer up practical advice for claiming this crucial real estate.

As we eagerly await her afternoon session on September 5th in Cleveland, OH, we had a chance to ask Cox about some pertinent matters relating to her specialization. Here’s what she had to say about data-driven conversion rate optimization, strategizing through competitive analysis, speaking the language of coding as marketers, and more.


What does your role as Digital Marketing Manager at Children’s Health entail? What are your main areas of focus and key priorities?

I have a team of strategists and editors that manages the online experience for our patient families. This includes everything from the user experience of Childrens.com, SEO, paid search, and management of our local listings across the web.

We are currently in a major transition period. Our goal is to provide the best online experience of any pediatric healthcare system in the country. Healthcare as an industry is behind the times, and historically, we have been no exception. As the cost of healthcare goes up, our consumers place more scrutiny on the total value of their experience with our system.

We typically think of that experience beginning when patient families walk through our doors; however, the initial patient experience frequently begins online with a search and ends online with a review. It’s our job to use the digital experience to show the value of our clinical services, reduce the anxiety of our patient families, and provide them with the information they need to make the right decisions for their child.

This year, that means implementing rigorous user testing, redesigning nearly every template on Childrens.com, taking advantage of advanced search tactics such as structured data and accelerated mobile pages, and publishing reviews directly on our website.

What is one thing that most company websites could be doing better when it comes to driving sales and conversions?

Fair warning – I’m going to try not to get on my soapbox about this one, but it’s hard because I feel so passionately about it.

Digital marketers need to abandon the “gut feeling” approach to conversion rate optimization. In the days of expensive usability labs and split-testing software, businesses with limited budgets could be excused from making data-driven, customer-centered optimizations. Those days are over.

If you want to outperform your competitors, you must start listening to your customers and responding to their behavior. If you’re not using free tools like Google Optimize for split testing or one of the infinite number of inexpensive user testing options available, then I guarantee you are failing your customers in some way in which you’re currently unaware.


Digital marketers need to abandon the “gut feeling” approach to conversion rate optimization. @CourtEWakefield #CMWorld
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Moving on to your subject of focus at CMWorld: Aside from the obvious placement benefits, why is it so important to aim for ‘Position 0′ on Google search results?

‘Position 0′ results (aka ‘Featured Snippets‘, aka ‘Answer Boxes‘) are important for a number of reasons. As you mentioned, prominence at the top of the search engine results page positions your website for more engagement and clicks than a lower position, but that’s not all.

Voice platforms like Google Home rely heavily on the position 0 results to give answers to voice queries from their users. For example, if you ask Google Home, “why can’t my kid sleep?” you’ll get an excerpt from Childrens.com that shows in the Google answer box for the same query on Google.

It’s been predicted that by 2020, half of all searches will be done through voice, and most of those searches will be headless (on a screenless device like Amazon Alexa or Google Home). In those cases, position 0 is the only result. You want to own that space.

How can competitive analysis improve our efforts to land an Answer Box?

The best thing to start with is to take inventory of the websites populating the answer boxes for queries you want to dominate. Then go look at what they’re doing on their pages. Are they using natural language in their headlines? Do they have structured data? What are they doing right? What are they doing wrong? Is there a theme across all the sites that you can mimic?

Then, you’ll want to match what they’re doing right and take advantage where they’re failing. In my experience, most websites are not well-optimized for the answer boxes, and they’re ranking through dumb luck. A little effort goes a long way.


In my experience, most websites are not well-optimized for the answer boxes, and they’re ranking through dumb luck. @CourtEWakefield #CMWorld
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When it comes to working toward Position 0, which optimization techniques pay dividends above and beyond the SEO impact?

Any time that you invest significant effort into providing quality content that answers your visitors‘ questions in a well laid out and easy-to-digest format, you’re going to start seeing payoffs beyond rankings. I think most content marketing folks understand that.

To ensure our content is high quality and highly relevant to what our customers need, we’ve been using a new technique that starts with the “People Also Ask” questions on Google. Basically, we type in a query we want to rank for, take inventory of the “People Also Ask” questions that appear for that query, and answer those questions directly in our content with the question itself as an H2 on the page.

Google is giving us a gift; by revealing these questions to us, they give us a deeper look than ever into the aggregation and relation of their search data. We’d be foolish not to utilize this data to create the most relevant content for users and position ourselves as a valuable thought leader.


Any time that you invest significant effort into providing quality content that answers your visitors‘ questions, you’re going to start seeing payoffs beyond rankings. @CourtEWakefield #CMWorld
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What does the emergence of the Answer Box tell us about how search engines are changing to serve the user experience? What do you foresee as the possible next step in that direction?

The demands on our time are greater every day, and folks‘ attention spans are ever shorter. We want answers, and we want them now. Answer boxes are just a response to that.

I won’t be surprised if five or 10 years from now, Google has enough functionality and feature sets that the majority of small businesses won’t need their own websites. You’ve already seen less reliance on individual ecommerce sites with the emergence of Amazon and even Etsy. Google could make this possible for service-based businesses like barber shops and coffee shops.

People get kind of anxious about that, especially those in the web development business, but the commoditization of the web has always been a reality. Those of us in digital marketing must adapt or die. And, on the client side, if Google is sending the business, why wouldn’t you want to reduce the cost of doing business by eliminating web hosting fees?

How can content marketers work more smoothly and seamlessly with development teams to get things done efficiently? Where do you see the most common snags?

I’m so lucky at Children’s because we have a marketing technology team that sits with us, and they are some of the most talented and easy-to-work with folks I’ve known in my career.

But I know not everyone has that luxury. I think the thing that has helped me most in my career is that I’ve also been a developer. While not every content marketer can go out there and learn a coding language, they should really try to learn as much about that world as they can. It helps when you’re requesting the implementation of structured data or Accelerated Mobile Pages (AMP) that you understand the complexities or at least how much work it will take.

In my experience, developers really appreciate it when you consult with them about a request. “Have you heard about AMP? What do you think about it? I think it could really improve mobile traffic – does it have any downsides from your perspective?” That consultation goes a long way for buy in down the road.


While not every content marketer can go out there and learn a coding language, they should really try to learn as much about that world as they can. @CourtEWakefield #CMWorld
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Which speaker presentations are you looking forward to most at Content Marketing World 2018?

You mean besides Tina Fey?

I’m a real tech geek, so the “How to Use Artificial Intelligence to Build and Optimize Content” and “Let’s Chat: How Messaging Apps, Chatbots, and Voice Assistants Will Impact Your Business in the Next 3-5 Years” have really piqued my interest. These are the things I hope we can get ahead of the game on to become healthcare digital marketing leaders.

Unpack More Answers

We thank Courtney for her great answers, which were extremely enlightening even if they didn’t come in a box.

For more expert insights on all of your most pressing questions, dive into the Ultimate Guide to Content Marketing below!


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© Online Marketing Blog – TopRank®, 2018. |
CMWorld Interview: Thinking Inside the (Answer) Box with Courtney Cox | http://www.toprankblog.com

The post CMWorld Interview: Thinking Inside the (Answer) Box with Courtney Cox appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com