Archiv für den Monat: Oktober 2019

Mehr als nur Schwarzwälder Kirsch

Mehr Bilder…

Seit acht Generationen steht das 5-Sterne-Hotel Traube Tonbach im Schwarzwald für perfekten Service und exzellente Kulinarik. Das schafft nur, wer sich kontinuierlich den Anforderungen des Marktes stellt und evolutionär weiterentwickelt.

Im ersten Schritt wurde die Marke strategisch neu ausgerichtet und repositioniert. Auf dieser Basis haben wir dann in einem zweiten Schritt eine neue Bildsprache entwickelt und das Corporate Design überarbeitet. Das neue Erscheinungsbild umfasst u.a. die Geschäftsausstattung, Imagebroschüre und verschiedene Zielgruppenmailings.

Die grafisch klare Gestaltung und die natürliche Haptik des ungestrichenen Papiers transportiert die Identität des Hauses und das Naturerlebnis vor Ort.

Agentur
Blauepferde

Source:: designmadeingermany.de

The evolution of Google’s rel “no follow”

Google updated the no-follow attribute on Tuesday 10th September 2019 regarding which they say it aims to help fight comment spam. The Nofollow attribute has remained unchanged for 15 years, but Google has had to make this change as the web evolves.

Google also announced two new link attributes to help website owners and webmasters clearly call out what type for link is being used,

rel=”sponsored”: Use the sponsored attribute to identify links on your site that were created as part of advertisements, sponsorships or other compensation agreements.

rel=”ugc”: UGC stands for User Generated Content, and the ugc attribute value is recommended for links within user-generated content, such as comments and forum posts.

rel=”nofollow”: Use this attribute for cases where you want to link to a page but don’t want to imply any type of endorsement, including passing along ranking credit to another page.

March 1st, 2020 changes

Up until the 1st of March 2020, all of the link attributes will serve as a hint for ranking purposes, anyone that was relying on the rel=nofollow to try and block a page from being indexed should look at using other methods to block pages from being crawled or indexed.

John Mueller mentioned the use of the rel=sponsered in one of the recent Google Hangouts.

Source: YouTube

The question he was asked

“Our website has a growing commerce strategy and some members of our team believe that affiliate links are detrimental to our website ranking for other terms do we need to nofollow all affiliate links? If we don’t will this hurt our organic traffic?”

John Mueller’s answer

“So this is something that, I think comes up every now and then, from our point of view affiliate links are links that are placed with a kind of commercial background there, in that you are obviously trying to earn some money by having these affiliate link and pointing to a distributor that you trust and have some kind of arrangement with them.

From our point of view that is perfectly fine, that’s away on monetizing your website your welcome to do that.

We do kind of expect that these types of links are marked appropriately so that we understand these are affiliate links, one way to do that is to use just a nofollow.

A newer way to do that to let us know about this kind of situation is to use the sponsored rel link attribute, that link attribute specifically tells us this is something to do with an advertising relationship, we treat that the same as a no-follow.

A lot of the affiliate links out there follow really clear patterns and we can recognize those so we try to take care of those on our side when we can but to be safe we recommend just using a nofollow or rel sponsered link attribute, but in general this isn’t something that would really harm your website if you don’t do it, its something that makes it a little clearer for us what these links are for and if we see for example a website is engaging in large scale link selling then that’s something where we might take manual action, but for the most part if our algorithms just recognize these are links we don’t want to count then we just won’t count them.”

How quickly are website owners acting on this?

This was only announced by Google in September and website owners have until march to make the change required but data from Semrush show that website owners are starting to change over to the new rel link attribute with.

The data shows that out of From one million domains, only 27,763 has at least one UGC link but the interesting fact is that if we’ll look at those 27,763 domains that have at least one UGC link, each domain from this list on average has 20,904,603 follow backlinks, 6,373,970 – no follow, 22.8 – UGC, 55.5 – sponsored.

Source: Semrush.com

This is still very early days but we can see that there is change and I would expect that to grow significantly into next year.

Conclusion

I believe that Google is going to use the data from these link attributes to catch out website owners that continue to sell links and mark them up incorrectly in order to pass any sort of SEO value other to another website in any sort of agreement Paid or otherwise.

Paul Lovell is an SEO Consultant And Founder at Always Evolving SEO. He can be found on Twitter @_PaulLovell.

The post The evolution of Google’s rel “no follow” appeared first on Search Engine Watch.

Source:: searchenginewatch.com

Creating B2B Content With Impact: Pearls of Wisdom from Marketing Leaders

Back in 2017, Dr. Rick Rigsby delivered an impassioned commencement speech at California State University Maritime Academy, sending the internet into a motivational frenzy. The minister, speaker, and former college professor regaled the audience with key learnings from the “wisest person” he’d ever met—a third-grade dropout, who also happened to be his father.

Despite his lack of formal education, Dr. Rigsby’s father rigorously pursued learning and growth, instilling a drive for excellence within his children and providing a light in the darkest of times. But perhaps the biggest takeaway from Dr. Rigsby’s speech would eventually become his motivational catchphrase:

“Make an impact, not just an impression.”

via GIPHY

As everyday humans, Dr. Rigsby’s message reminds us that striving to be our best selves can have a profound effect on the world around us. And I’d say that for B2B content marketers, this is more than just an inspiring directive, but also a growing imperative.

We all know that the days of creating content for content’s sake are long gone. Customers and buyers crave insight, expect relevance, and demand better brand experiences. We need to create content for maximum positive impact.

In the spirit of combining knowledge with wisdom to make an impact, I’ve pulled together a collection of motivational insights across three key areas from some of the industry’s best and brightest B2B marketers.

Creating B2B Content That Makes an Impact on Buyers

From Start to Finish, Empathy Is the Pathway to Truly Understanding Our Audience

“Know your audience” is an age-old B2B content marketing commandment. But knowing your audience goes beyond job title, company size, and the pain points your product can solve. You need to understand their motivations, attitudes, and perceptions, as well as how they interact with your brand. You need to put yourself in their shoes.

Ann HandleyDelighting your audience includes understanding your customers, and understanding how your prospects or customers interact with your brand… Your goal is to be pathologically empathic to your customers. Why? Because: Empathy is the Miracle-Gro of a thriving customer-centric business.

Ann Handley, Chief Content Officer, MarketingProfs

[bctt tweet=“Empathy is the Miracle-Gro of a thriving customer-centric business. @AnnHandley @MarketingProfs #B2BContentMarketing“ username=“toprank“]

This empathy needs to be present from planning to measurement to optimization.

True content marketing starts at setting specific, concrete goals on what we believe audiences who engage with our content will do vs. those who don’t. Will they close faster? Will they stay longer? Will they buy more? That’s the benefit of content marketing. And it starts with setting measurable goals not for the content — but for the audience we want to impact.

Robert Rose, Chief Strategy Advisor, Content Marketing Institute

[bctt tweet=“True content marketing starts at setting specific, concrete goals on what we believe audiences who engage with our content will do vs. those who don’t. @Robert_Rose #B2BContentMarketing“ username=“toprank“]

And when it comes to your influencer marketing initiatives, you need to marry audience and influencer insights to hit the perfect point of impact.

Successful partnerships with influencers require an understanding of what the audience wants and how a brand/influencer collaboration can give it to them. Finding ideal influencers for impact means discovering those with on-topic credibility, the ability to publish, and engaged network and a willingness to share.

Matching the right types of influencers with the right content for mutual benefit is essential. Brandividuals can drive awareness, subject matter experts can create engagement and customers who advocate can help inspire sales. As a result, customers get great content, brands attract new customers and influencers earn exposure and access to opportunities.

Lee Odden, CEO of TopRank Marketing

[bctt tweet=“Successful partnerships with influencers require an understanding of what the audience wants and how a brand/influencer collaboration can give it to them. @leeodden #B2BContentMarketing“ username=“toprank“]

Read: How to Refocus on Your Audience for Better Content Marketing Results

Product-Centric Content Doesn’t Resonate, So Strive to Create Relevant Two-Way Conversations

For years, the TopRank Marketing team has been both advocate and practitioner of what we call best-answer content marketing. The premise is simple: Your audience has questions. You have the power to answer them whenever and wherever your audience is searching. But this goes beyond developing content based on keyword research or pumping out what we’ve always done.

Carlos AblerWe admonish companies to ‘become publishers‘. However, boredom is not a PUBLISHING problem, it’s a RELEVANCE problem, which is an INNOVATION problem. B2B’s publish endless content, but studies show underperforming outcomes in aggregate. We must synthesize the throughput and format models of publishing with those of social innovation and entrepreneurship.

Carlos Abler, Content Marketing Strategist and Keynote Speaker

[bctt tweet=“Boredom is not a PUBLISHING problem, it’s a RELEVANCE problem, which is an INNOVATION problem. @Carlos_Abler #B2BContentMarketing“ username=“toprank“]

Social listening. Building relevant influencer partnerships. Providing thought leadership on burgeoning trends. Learning from what other brands are doing inside and outside our industry. Content marketing isn’t the act of creating and distributing content.

Peter IssacsonGreat content isn’t about platitudes. It’s about provocation. Incitement. Taking a stand and making your audience think in a new way. Giving the counterargument to conventional wisdom. When we do that, we advance the dialogue, rather than diminish it.

Peter Issacson, Chief Marketing Officer, Demandbase

[bctt tweet=“Great content isn’t about platitudes. It’s about provocation. Incitement. Taking a stand and making your audience think in a new way. Giving the counterargument to conventional wisdom. @peisaacon #B2BContentMarketing“ username=“toprank“]

Put simply, content marketing is about delivering buyer’s with needed information, jumpstarting discussion, fostering engagement, encouraging collaboration, and above all else listening and then responding to what our audience needs from us. That’s how we make a meaningful impact.

In a dialogue, you cannot truly listen if you’re just impatiently waiting for your turn to speak. In a noisy content world, this behavior is inadvertently applied in how we, as content leaders, engage with our audiences. We pump out content and then wait until it’s our turn to speak again and pump out some more per our content calendars. What use is it if neither side is listening? Content is meant to be a source of dialogue.

Tameka Vasquez, Assistant Vice President and Global Marketing Lead, Genpact

[bctt tweet=“We pump out content and then wait until it’s our turn to speak again and pump out some more per our content calendars. What use is it if neither side is listening? @tameka_vasquez #B2BContentMarketing“ username=“toprank“]

Without a Strategic Promotion Plan, Expect Minimum Impact

Your content will never reach its full potential—nor your audience—without a thoughtful promotion plan. Period.

The “Field of Dreams” B2B marketing game is over in 2019. If you build it, launch it or just create it, nobody is coming! It’s not only important to create a content strategy, tell great stories and solve customer problems, but you must customize and personalize this content and bring it to your audience where they are currently engaging.

Brian Fanzo, Founder and CEO, iSocialFanz LLC

[bctt tweet=“The ‚Field of Dreams‘ B2B marketing game is over in 2019. If you build it, launch it or just create it, nobody is coming! @iSocialFanz #B2BContentMarketing“ username=“toprank“]

Think of it this way: You’ve spent countless hours digging into who your audience is and what they need. Don’t fall short, especially when it comes to designing a plan that aims to not only inform, but captivate.

Don’t cut corners when it comes to creating a promotional plan. The ubiquity of mobile devices, social channels, and online content means that your ability to draw someone’s attention is mostly visual now. Images, graphics, videos, color choice, and layout are all key to grabbing someone’s attention in those two seconds as they scroll through a feed…

Your images need to convey meaning and value without using words. Boring, generic stock photos won’t cut it. Contrary to popular belief, people do still read traditional content forms like whitepapers, eBooks and case studies, but first you’ll need to pull them in with attention-grabbing visuals that show them what they’ll get before you tell them what they’ll get.

Michelle Liro, Vice Present of Demand Generation, PTC

[bctt tweet=“Contrary to popular belief, people do still read traditional content forms like whitepapers, eBooks and case studies, but first you’ll need to pull them in with attention-grabbing visuals. @michelleliro #B2BContentMarketing“ username=“toprank“]

Make an Impact on Your Audience

As part of his closing, Dr. Rigsby told his audience: “If you’re going to do something, do it the right way… in that way you will grow your influence and make an impact.”

Strive to go from having audience knowledge to audience empathy. Don’t just strive to create content; deliver insight and create conversations. And finally, remember that your content marketing initiatives can’t make a positive impact if you cut corners on promotion.

I’ll close with one more tidbit that I absolutely love from Ardath Albee, CEO and B2B Marketing Strategist at Marketing Interactions:

[bctt tweet=“Aim higher than a cliché. The objective is to transform mundane ideas into memorable ones. @ardath421″ username=“toprank“]

Want more incredible insights from seasoned B2B marketers? Check out our recent B2B Marketing Fitness eBook featuring tips and advice from 16 marketing leaders.

The post Creating B2B Content With Impact: Pearls of Wisdom from Marketing Leaders appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com

Transformation of Search Summit 2019: Highlight reel

On Friday we held the Transformation of Search Summit 2019 here in New York City. Huge thank you to all of our speakers, attendees, and sponsors who made the day a success!

In this article we’ve compiled some key quotes, stats, and otherwise tweetable highlights from the event.

Keynote: The transformation of search

First we heard from Carolyn Shelby, SEO Manager, Audience Development at the Walt Disney Company / ESPN.

One of the key quotes from her session was “The trick is to understand the psychology of people. Get in front of the consumer. That’s where search engines are going. What is the least amount of thinking that I can make a consumer do? How can I get them what they want the fastest?”

„The trick is to understand the psychology of people. Get in front of the consumer. That’s where search engines are going. What is the least amount of thinking that I can make a consumer do? How can I get them what they want the fastest?“@cshel at #TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

She also walked us through a brief SERP evolution, from collecting and organizing, to scoring / ranking relevancy, to now delivering immediate gratification.

A SERP evolution, from:

– Collect and organize
– Score / rank relevancy
– Deliver immediate gratification@cshel from Disney / ESPN kicks off #TSS2019 ! pic.twitter.com/L7FpU9THAJ

— Search Engine Watch (@sewatch) October 25, 2019

The future of search is visual

Next up we heard from Michael Akkerman of Pinterest on the growth of visual search and its role in the future.

He talked about the evolution of consumer expectations, from physical stores, to digital convenience, to omnichannel promise, to the inspired shopping of today.

Where it once may have seemed that consumers were only focused on convenience, we’re now seeing the re-emergence of shopping and discovery in the consumer experience.

Evolution of consumer expectations:

-> Physical stores
-> Digital convenience
-> Omnichannel promise
-> Today == Inspired shopping@Mike_Akka of @Pinterest on how shopping / discovery are re-emerging in the consumer experience#TSS2019 pic.twitter.com/iegoYfLCn4

— Search Engine Watch (@sewatch) October 25, 2019

He also talked about the role of Pinterest in consumer discovery. On Pinterest, he says, they have billions of text-based searches every month. Of those, 90% are non-brand searches. “People don’t know what they want,” he says. For brands looking to focus on the discovery portion of the consumer journey, Pinterest could be a great option.

„We have billions of text-based searches every month, and 90% of them don’t have a brand qualifier yet — people don’t know what they want.“@Mike_Akka on the potential to be found on @Pinterest #TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

Michael was joined on stage by Dave Fall, CEO of BrandNetworks. They did a Q&A about what brands can do to get started with visual search.

For many brands, they said, it can feel like there’s a big barrier of entry or that it has to be a huge undertaking. But, they noted, remember that your brand does have visual assets already — think about what you use for your website, display ads, Amazon product listings, etc. Consider how you can re-purpose those to get started.

Advice on getting started on #visualsearch?

„I would say just start. Sometimes the barrier to entry is going from text to visual. But your brand has visual assets: website, display, Amazon. Collect that and think about how you can reuse it.“@Mike_Akka & @davefall #TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

What DTCs and legacy brands can learn from each other

Next we heard from Kerry Curran of Catalyst (GroupM). She talked about what brands can do to flip their performance marketing mindsets.

One particularly interesting finding she shared was that in campaigns, when brands communicate like a human, it can improve conversion by 900%.

„Communicating like a human increases campaign conversion by 900%.“@KSCdigitalpulse from @CatalystSEM on what #DTC brands can do to flip their performance marketing mindset.#TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

She also noted that in the US, women over age 50 have $15 trillion in buying power. For many marketers, it might seem like younger generations have more appeal — but older generations have deeper pockets.

„Women over 50 in the US have $15 trillion in buying power. Yes the younger generations might seem to have more appeal, but how can you expand into audiences with deeper pockets?“@KSCdigitalpulse from @CatalystSEM at #TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

Embarking on a search transformation project

After this, we had a panel discussion on “embarking on a search transformation project.”

The panel included experts from Conde Nast, Microsoft, Mindshare, Volvo, and McKinsey.

John Shehata from Conde Nast shared some work they did to refresh and consolidate older content in order to boost keyword visibility by up to 1000%.

The challenge, as he pointed out, is that 90% of online content was created in the last two years, and 90% of that content gets no traffic. And, 50% of searches on Google end in no clicks. To face that, his team is working on taking past content, consolidating multiple pieces, and focusing on making each piece amazing.

90% of content online created in last two years
90% of that content gets no traffic
50% of searches on Google get no clicks

What can we do about this?@JShehata from @CondeNast on how they refresh / consolidate older content to boost keyword visibility by up to 1000%#TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

Noel Reilly of Microsoft also touched on the speed at which new content is created. She encouraged marketers to think more broadly about what people want and are looking to discover. At Microsoft Ads, she said, 18% of queries each month are new queries.

When inputs are continuing to change so much, she recommended marketers really look at their search query reports to build content around those.

„At Microsoft Ads, 18% of queries each month are new queries.

Inputs are changing so much, you need to broaden your thinking to discover what people want.

Look at your search query reports, build your content around that.“@Noooel from @Microsoft at #TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

John Shehata of Conde Nast also spoke a bit about what they’re doing to prepare for voice search. Overall, he’s adopting a more conservative approach: investing a little, getting the foundation ready, and waiting for more clarity before diving into larger scale investment.

He likened the current discussion of voice search to the conversation about mobile a decade ago: “Remember when we said ‘mobile is here‘ for ten years? But then it took ten years.”

„Remember when we said “mobile is here” for 10 years? But then it took 10 years.

Be ready for voice search, invest a little bit. Beyond that, there’s not much we can do yet on a big scale. Have the foundation ready, wait for more clarity.“@JShehata on #voicesearch at #TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

And to wrap up from this session, we heard another great point from Noel of Microsoft: “The most successful brands I see are the ones putting people at the center of their advertising. Regardless of what the next big thing is in search, your job as a marketer is to understand your customer.”

„The most successful brands I see are the ones putting people at the center of their advertising. Regardless of what the next big thing is in search, your job as a marketer is to understand your customer.“@Noooel from @Microsoft at #TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

Amazon search

Next we heard from John Denny with some interesting statistics and expert tips on Amazon search.

When it comes to how different generations search, he revealed that 52% of Gen Z named Amazon as their favorite site for shopping. The number two spot went to Nike, who claimed just 4% of votes — putting Amazon at 13 times that.

What are Gen Z’s favorite sites for shopping?

Amazon took the #1 spot with 52%

13x higher than the #2 spot — Nike at just 4%@johnhdenny on the latest in #AmazonAdvertising#TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

He also discussed three of the main options CPG brands have for driving purchases / traffic: a brand’s own website, a brand’s detail page on Amazon, and in-store traffic.

For the largest 100 CPG brands out there, he said, there was five times more traffic on the Amazon detail page plus in-store than there was on the brand’s own website.

His message: for brands not on Amazon, might be time to consider it.

Of the 100 largest CPG brands out there, between
1. Brand website
2. Brand detail page on Amazon
3. In-store traffic

There was 5x more traffic on the Amazon detail page + in-store than there was on the brand’s own website.@johnhdenny at #TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

Optimizing for voice search

Next, we heard another panel, this time specifically on voice search, from Mastercard, Synup, and Advantix Digital.

While earlier in the day we heard a more cautious perspective from Conde Nast, this panel was a bit more bullish on voice search.

Synup CEO Ashwin Ramesh gave one interesting rationale around the rapid adoption of voice search globally in countries like India, Indonesia, and parts of Southeast Asia. In India, he says, 50% of all searches are already done via voice. “They’re leapfrogging markets,” he said. He also gave the personal example that his grandmother — she doesn’t type and has never used a computer, but she sends him voice messages via her iPad.

„In India, 50% of all searches are voice.

Countries like India, Indonesia, SE Asia — they’re leapfrogging markets.

My grandmother doesn’t type, she’s never used a computer. She sends me voice messages via her iPad.“@ashwin_ramesh of @synup at #TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

Paradigm shifts in search

After this we heard from Stephen Kraus, Head of Digital Insights at Jumpshot. He shared many interesting statistics about the current state of the search industry and how it’s shifting.

90% of all search happens on Google, he says, and it skews branded (unlike on Pinterest). Of the top ten most used search terms on Google in the past couple months, seven are brands: Google, Facebook, Amazon, YouTube, Walmart, Craigslist, and BMW.

The other three, interestingly, were “you,” “weather,” and “news.”

Top searches on Google in past couple months (total volume):

– 7/10 are brands
– Others are „you,“ „weather,“ and „news“@stephenkraussf from @jumpshotinc at #TSS2019 pic.twitter.com/CZbz8L8Z9H

— Search Engine Watch (@sewatch) October 25, 2019

While 90% of all search happens on Google, when it comes to product-related search, 54% happens on Amazon.

54% of product-related searches happen on Amazon. @stephenkraussf from @jumpshotinc at #TSS2019

— Search Engine Watch (@sewatch) October 25, 2019

Stay tuned for part two with highlights from the afternoon sessions, as well as some deep dives into specific insights!

The post Transformation of Search Summit 2019: Highlight reel appeared first on Search Engine Watch.

Source:: searchenginewatch.com

Bwk Engineers Branding

Mehr Bilder…

Bwk Engineers wurde 2007 gegründet und hat zur Zeit etwa 60 Mitarbeiter weltweit. Bwk konzentriert sich auf die Beratung, Planung und Umsetzung von Themen im Bereich technische Gebäudeausrüstung (TGA).

Im Zuge der Gründung eines zweiten Unternehmensstandorts in Deutschland haben wir das Branding komplett neu konzipiert. Dabei nutzen wir unser Design Toolbox System, bei dem klare, starke Brandingelemente flexibel kombiniert werden können. Stringend, aber nicht langweilig. Das ist die Devise.

Kernelement des neuen Brandings ist das Logo, das auf der typischen Darstellung von Versorgungswegen und Leitungen in einem TGA-Plan basiert. Flexibel und großflächig eingesetzt wird so in Kombination mit dem neuen Corporate Font und kontrastreichen Farben ein starkes Branding, das modular in den unterschiedlichen Touchpoints eingesetzt werden kann.

Agentur
New Office

Source:: designmadeingermany.de