13 May 2016

The Weekly Measure: PPC Seasonality, White Hat Link Building & the Value of Measuring Search Rankings

Each week, the Weekly Measure focuses on the latest industry news in the areas of content marketing, paid search, social media, SEO and link building. In addition to the latest news highlights, we include a regularly updated schedule of conferences featuring industry experts, including those from Vertical Measures. Make sure to bookmark the Vertical Measures blog and keep current with the Weekly Measure in order to stay informed on the latest trends and updates in the internet marketing world.

Content Marketing

Interactive Content: The Good, Bad, and Wicked Cool

Jodi Harris posted about interactive content on Content Marketing Institute. Harris looks at the value of interactivity and analyzes examples from each stage of the sales funnel.

Tools, Resources, and Platforms to Streamline Content Marketing

tools-resources-and-platforms-to-streamline-content-marketingDana Kajtezovic shared a list of resources the Vertical Measures team utilizes in day-to-day operations with clients. The highlighted tools range from those used for project management to marketing automation and email marketing. At the end of her post, she provides a link to information on Vertical Measures’ Content Coaching program as well as a download for a free sample coaching plan.

Paid Search

Summertime Sadness – How To Adjust For Seasonality In PPC

Rachael Law wrote about PPC seasonality on PPC Hero. Law discusses how to identify seasonal trends, plan ads around them and prepare a proper budget.

4 Tips for Analyzing Structured Snippet Performance

Abby Woodcock posted an article about Structured Snippets on the Clix Marketing blog. She details four tips for analyzing their performance during testing.

Social Media

How to Use Snapchat: A Detailed Look Into HubSpot’s Snapchat Strategy

Snapchat was the subject of Marissa Breton’s post on Hubspot. Breton breaks down Snapchat’s basic functionality, and cover how Hubspot utilizes the platform to demonstrate how other businesses can successfully implement it into their marketing strategies.

How to Create Quality Facebook Canvas Ads

Donna Amos covered Facebook Canvas ads on Social Media Examiner. She lists six methods for creating quality ads that focus on what content to include and how to track their effectiveness.

SEO

5 Ways That Tracking Search Engine Rankings Is Still Valid

five-ways-that-tracking-search-engine-rankings-is-still-validJim Bader made a post on the Vertical Measures blog about the importance of tracking search engine rankings. Focusing on Google, Bader offers up five ways that measuring rankings currently provides value to businesses. He also includes a link to Vertical Measures’ series of SEO 202 Tutorial Videos at the end of his post.

How Nordstrom Strategically Beat Zappos in Google Search

Juan González examined Nordstrom’s increase in market share in Google over Zappos on Search Engine Watch. He explains Zappos’ issue with its amount of indexed pages and how this allowed Nordstrom to pull ahead in competing for keywords.

A History of Google Algorithm Updates [Timeline]

Kim Speier published an article containing an interactive timeline on Mainstreethost. The timeline maps the history of Google Algorithm updates, starting with the first named update in 2003 up to present day in order to help businesses and marketers inform shape their SEO strategies.

Link Building

Beyond Authority: Guiding metrics for Lasting Links

Andrew Dennis wrote on Search Engine Land about looking past authority metrics for building quality links. Dennis elaborates on how relevance, human values and specific goals should play into the decision process for link placement. He also provides the opinions of industry experts on the subject.

Inbound Link Building 101: 33 White Hat Ways to Build Backlinks for SEO

On Hubspot, Lindsay Kolowich posted about white hat tactics for building backlinks. She reviews thirty-three ways to obtain free backlinks that will have a positive effect on rankings.

Upcoming Events

May 17 – 19: Conversion Conference – Las Vegas, Nevada

  • Be sure to check out Arnie Kuenn’s speaker session on “How to Map Your Content to Your Sales Funnel”

May 17 – 19: Content Marketing Conference – Las Vegas, Nevada

  • Arnie Kuenn’s will be presenting “Forget Keywords – What’s Next with Content Optimization” as well hosting a half day Content Marketing Intensified workshop

May 18 – 19: SMX London – London, England

May 18 – 20: CONFAB Central – Minneapolis, Minnesota

May 19 – 20: The Inbounder Conf – Valencia, Spain

May 24 – 25: Digital Summit – Atlanta, Georgia

  • Arnie Kuenn will be hosting a pre-conference workshop on “The Proven 8 Step Formula to Content Marketing” and also speaking on “How to Get 77% More Traffic from Your Existing Content” at the main conference