The Internet marketing world is constantly churning out new ideas and innovative strategies for promoting clients and reaching customers. Each week, Vertical Measures will be collecting the best of the best from around the web, compiling all of the finest into The Weekly Measure. We’ll be on the lookout for great new articles, covering content marketing, paid search, social media, SEO and link building, as well as highlights of upcoming internet marketing conferences and webinars, and we look forward to reading your work, posting the best, and helping you stay connected every week.
Holly Regan of Software Advice explains how to recruit the content marketing dream team. Regan categorizes each team member by traits like The Giver. The Giver likes to give to other people as they always put their colleagues and team members above themselves. The Savant is extraordinary talented in one specialized field, and more!
Quinn Whissen of Vertical Measures shares 8 research tools built to help develop content creation ideas. Whissen suggests that when in doubt, Google it, especially when you want your content to be found by Google. YouTube is another great tool in content development as you are able to see what people find interesting. Other tool suggestions are Yahoo Answers, Quora, LinkedIn Groups, Google AdWords Keyword Tools, your internal team, and your customers.
Michael Martinez of Reflective Dynamics explains what content spam means, and how to avoid it. Content spam is not about intent according to Martinez. Content spam looks like real content, but in reality is just not relevant. Guest blogging is now considered spam after the recent claims by Google’s Matt Cutts. To prevent spam, learn how to be a writer not a SEO copywriter, challenge yourself, and reject a boring topic.
Stacy Thompson of KoMarketing Associates shares 3 tips to inform your content marketing strategy as provided by Skyword/Outbrain. Thompson suggests that our job as marketers is to provide our audience with timely and relevant content. Conduct thorough research on your audience before defining the mission. Engaging with your audience will help your audience grow as well as provide information to keep the strategy going.
Melissa Fach of Moz shares 11 things to ask your clients for content ideation. Fach suggests understanding what made a client trust you, then understanding how you found the company via demographics. Fach stressed to understand your clients as much as you would want them to understand you.
“Every business should come up with questions that really target their individual customers. The information you will receive is invaluable! If you are afraid people won’t take the time to answer questions for you, offer them a discount on a current service or a future service. Everyone loves a discount!” – Melissa Fach, Moz
Amanda Westbook of Hanapin Marketing explains how to grow leads 17% by segmenting search partners during bid changes. According to Westbook, 88% of impressions come from search partners, but only 17% of conversions did. After taking the proper steps to segment search partners during bid changes, the case study concluded that leads grew 17% from this process.
Ryan Moothart of Portent, Inc. explains how Google shopping campaigns get results. Moothart shares the new approach for Portent by using Google Adwords’ new shopping campaign feature. The new user interface made it possible to add custom labels and data. Turns out, for product listing ads, the average CPC decreased 44%, and conversion rate increased 29%.
Melissa Mackey of gyro explains how to generate awareness with PPC. Mackey suggests to get clear on your goals, identify your audience, pick your channels, measure everything, and watch your search volume increase.
Kayla Kurtz of Hanepin Marketing shares thoughts on whether or not to budget for branded or non-branded keywords. According to Kurtz, branded keyword bidding is meant for the brand of a top-level company, not the potential brands housed under that one. The more real estate you take up on the SERP, the better.
Krista Bunskoek of Wishpond shares 5 ways to increase fan page engagement with Facebook games. Fan photo of the week contests for other followers to vote on have launched. Fan photo showdowns (brackets) of competition can be another way to increase engagement. Leader-boards show the progress of such games which are addictive single-player games, and socially shared games can also add to page engagement.
Tom Pick of Business 2 Community shares the best 12 guides to marketing on Pinterest of 2013. With the growth of over 125% in 2013, Pinterest has become a network for centralized brands. A couple of the guides recommended within this article are… “50 Things You Need to Know About Pinterest” by Search Engine Journal, and “5 Ways to Use Pinterest to Build Links & Blogger Relationships” by Brynna Baldauf of Vertical Measures.
Michael Stelzner of Social Media Examiner explains how to use social media to promote an event. Start with a marketing plan, and use a video on your sales pages. Empower affilliates to promote what you have to sell, then use testimonials in your marketing, and more!
Ken Yeung of The News Web explains the recent claims by LinkedIn that small businesses have become more astute at social media for marketing. Yeung explains the study by LinkedIn, “Priming the Social Engine,” that explains SMBs are finding new customers through social media. The study by LinkedIn also found that social media has become a source for financial services as well.
Barry Schwartz of Search Engine Land explains the latest algorithm update by Google will target websites with a lot of advertisements. Announcement from Google’s Matt Cutts about an update to the “Top Heavy” Ad algorithm is noted as the third update. The complaints from users who were clicking on ads rather than the intended content sparked this update.
Jon Rognerud of Chaosmap.com shares 4 steps to optimizing your website. First step is to target market business analysis through data of keywords and development of search terms. Next step is to research and develop keywords better suited for your website. Step 3 is to create quality content as well as submit content for your website’s development. The final step presented by Rognerud is to constantly test and measure based on the previous 3 steps.
The folks at Link Research Tools provide a breakdown of Halifax Bank Google penalty that has been noted. This report highlights how a Google penalty happened for one of the biggest bank brands in the UK overnight.
Erik Devaney of Hubspot shares this infographic geared to provide a visual history of Google algorithm changes. The infographic also highlights how old SEO practices are now outdated, and changed the current SEO system known presently.
Danny Sullivan of Marketingland shares 10 big brands that were penalized by Google. The list begins with Rap Genius and it’s links for Tweets campaign. Mozilla for UGC Spam by a manual penalty notice sent to Google. BBC and the mysterious “Unnatural Links” to one specific page that Google noticed. Sullivan also includes Inteflora, Overstock, JC Penny, Washington Post, BMW, WordPress, and SearchKing with their offenses.
Amanda DiSilvestro of Higher Visibility asked well known women in the SEO industry about getting SEO help. Elisa Gabbert of WordStream explains that when she got into the business, it was early in its buzzword stages, and the company needed as many knowledgeable people they could get in 2005. Another prominent women in SEO, Ana Hoffman of Traffic Generation Cafe compares “doing it yourself” to education and hiring a SEO company to help growing your presence online for your business. More thoughts from Kaila Strong of Vertical Measures, Tamar Weinberg, Julie Joyce of Link Fish Media, and more!
Devesh Sharma shares a compilation of the favorite WordPress plugins voted by industry experts. Have you checked out Google+ Comments, Redirection, WordPress SEO by Yoast, and many more?
Hin Lai of Search Highway shares what he has learned from beating Google’s first update of 2014. Content isn’t king after all, and doesn’t make you immune to penalties according to Lai. 301 redirects pass link juice immediately, so Lai suggest reevaluating your backlinks. This penalty was NOT Penguin related due to a test from Lai. The biggest takeaway was to keep everything natural on your website.
Arnie Kuenn of Vertical Measures shares insight into the claims that link building is not needed with the onslaught of content marketing. Keep in mind, not all links are bad, and there are still ways to build links without being a Spammer. According to Kuenn, link building and content marketing should be used in tandem.
Rob Toledo of Distilled explains how he is learning to stop worrying and love the nofollow. Previous outreach in link building used to crush Toledo if the link within the post turned out to be nofollow. Toledo points out that all links have their place and search value.
Julie Joyce of Link Fish Media, Inc. shares 7 ways to attract higher quality links with better on-page content. Joyce suggests narrowing down the types and quality of content for specific websites, misleading titles waste people’s time, images increase user engagement as well as being great for link building. Video and interactive content attract users, internal links and search-ability, outbound links, share-ability, and user engagement. Make sure your content is something you would want to link to, and that could be easily shared on social media.
Emma Still of SEER Interactive shares where to start link building. Still suggests starting small to build trust, build a strong foundation, and build relationships. Try misspelled link domain building using SEO Book and Majestic SEO to create lists of these domains. Practice image reclamation link building by searching for images without credit to avoid copyright infringement. Another suggestion by Still is to build links through old logos by reaching out to websites that should have logos updated.