I usually love training people on digital best practices, but I’ve often felt that I’ve met my match when trying to convince sometimes-recalcitrant print editors to embrace SEO. Fortunately, Google’s Hummingbird just made my life easier.
Experienced editors often resist SEO because they misunderstand it and feel threatened by it. They think that “marketers” — a four-letter word to many editorial types — have no right to be telling them what to do. They are used to having their judgment respected and not compared to metrics (not that they actually believe the numbers anyway). They also tend to think that the kind of straightforward language that plays best in page titles and online headlines is uncreative or even dumb. Yes, the word “dumb” has been used on me.
I learned my lesson quickly. Read More →
I have been following with great interest the reaction to the news that Yahoo just named Marissa Mayer as their CEO. Mayer is young (37), female (now one of only 20 female CEOs of Fortune 500 companies), and 6 months pregnant.
Most of the commentary I’ve read on her big break starts by acclaiming that this is a great thing. Yahoo is being super progressive! One giant step for womankind! Champagne all around!
But fairly quickly that celebratory tone dies down and the articles and posts move on to a different theme. Read More →
Jacqueline Dooley has been working in the fields of online marketing and search marketing for over a decade — we’re so happy to welcome her to the blog. In her posts, she’ll be laying out for us the basics of paid search, and the ways to make sure you get the most out of it. The post below appeared first on her own blog, Search. Click. Find.
Paid search is a do-it-yourself medium. It takes literally five minutes to set up an AdWords account, fund it, create your first campaign, and launch. And Google has been aggressively targeting small businesses by providing $100 coupons and vouchers through hosting companies and ISPs, as well as reaching out directly to small businesses.
For all of the above reasons, as well as the continued pressure to find new leads and generate new business, many of my small business clients are confused about how to move forward. They feel a sense of urgency to launch an AdWords campaign (everybody’s doing it!) but they aren’t sure how to approach it. Add to this that it’s so easy to get started with AdWords -– just register, plug in your credit card, and GO! — that the temptation to launch before you develop a thoughtful strategy can be overwhelming. Read More →
The post below, by the Internet marketer Jacqueline Dooley, previously appeared on her blog, Search. Click. Find.
Last October, Google announced the introduction of TrueView Video ads on its agency blog. This is a format that shows ads in-stream in a YouTube video. The ads are skippable, and advertisers pay on a cost-per-view basis.
FUN STAT: “TrueView in-stream now delivers more than 18 years of video each day for advertisers.” So it’s kind of like an Orwellian nightmare, but in a good way!
Why am I blogging about this now, a good five months later? Well, because the fanfare around TrueView video advertising wasn’t really rolled out with a bang. In fact, it seemed to be just the first step in the YouTube/Adwords migration, because on December 1, 2011, YouTube’s “Promoted Videos” were renamed as “TrueView in-search” and “TrueView in-display” ads. And here’s the thing… that is BIG news! Read More →
At Google, some very bright engineers are working tirelessly to make sure everything you do all day somehow involves one of their products. It’s a little bit scary. Fortunately, lots of Google’s valuable tools are available for free, to help anybody learn from the vast volumes of data the company collects. So if you’re working on an online marketing campaign, building a blog, or just maintaining your personal website, you should put Google to work for you.
As someone who writes a blog about copywriting, I find Google beyond helpful in tracking how people use language. Here’s a list of my eight favorite Google bookmarks, going from serious and pragmatic on to fun and frivolous.
Thanks to its longevity, reliability, and unbeatable price (free), Google Analytics is the standard way that many of us measure website traffic. It takes some technical aptitude to set it up, but when you get it humming, you’ll wonder how you ever lived without it.
This is Google’s way of showing you how its search engine analyzes and crawls your site. Again, it takes a little bit of technical work to set it up. But if you’re trying to attract search engine traffic, it’s worth your time to understand Google Webmaster Tools. Read More →