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.
Kate Morris explains that the important role content plays comes from great topics, not just keywords. Make sure to start by defining your goals, figure out what you want to accomplish, find out how to rank, then change how you analyze your reporting.
“Rankings happen for many reasons; the keyword or query is just the initiator of the process. You optimize a page to be the strongest it can be after you’ve made it the best page for a specific need or topic. There are multiple variations of keywords for any one topic, and therefore your focus should be on the page and the topic, not just one or two of potentially hundreds of keywords.”-Kate Morris, Moz
Arnie Kuenn, CEO of Vertical Measures, explains how to generate leads with B2B marketing. Specific content marketing can increase leads up to 92%. Incorporate webinars, industry events, free guides & whitepapers, and LinkedIn groups.
Kerin Foster of SEER Interactive explains the importance of quality headlines when creating content. First track your headlines through trial & error. Keep headlines interesting and relevant to your audience, ask yourself what headline would you want to read, be creative, insightful, and conversational, & finally show and tell through headlines.
Ben Holland of Vertical Measures shares three different opinions on content development for Ecommerce. The first being the power of personas to target content for your users. The second being the product page evolution and how to set them up to convert for you. The third being customer centric product pages to help consumers choose what and where to buy something.
Daniel Dannenberg of Vertical Measures explains the importance of reporting the truth in visual data. If the statistics are false, the graphic loses value. Make sure the content is relevant to your users.
Zach Etten of Vertical Measures shares some tips to optimize your PPC campaigns during the holiday season. Make sure to start planning if you haven’t already. Learn from previous year’s PPC data, have a proactive (not reactive) keyword bidding strategy, write catchy holiday ads, update your website to mirror your holiday offering, and get “trendy” with keyword expansion.
This community post explains the latest on Google AdWords Ad Preview and Diagnosis tool. This tool aims to help users build their ad campaigns more efficiently.
When creating successful Ad campaigns, it is vital to know where your ads are showing. This works for both Google and Bing. Use the tools provided for partner networks to find the best places for your ads.
Sarah Peduzzi of Luna Metrics explains the reality of results found by Google Adwords’ newest types of conversion types. Estimated total conversions and estimated cross-device conversions allow users to run their campaigns more efficiently based on the market. Call as conversions will incorporate the two previously mentioned. Sarah is excited to see where these new measurements will take paid search.
According to Brad of Certified Knowledge, smart people focus on long-tail keywords in PPC campaigns. Aggressively target many relevant 3+ keyword terms, localize your queries, add qualifying terms that clearly define your product and service, use relevant pre-qualifying terms, examine your own data with the search query tool, & tailor your landing pages for long-tail optimization.
According to Purna Virjil of Search Engine Watch, many studies on the effect of social media content on customer engagement offer insights on how to improve. Persuasive content has the highest engagement levels, informative content negatively impacts engagement, mentioning the holidays decreases engagement, less is more, make your posts interactive, ask people to take action, and use images.
Sara Roncero-Menendez of Mashable shares the features that Tumblr should incorporate to make it better. Add a chat feature, add tag blocking, make the search feature more inclusive, improve the commenting system, and allow users to remove ads from the dashboard. By making these upgrades, Tumblr can be utilized more.
Did you know that the demographic of users growing the fastest on Facebook and Google+ is the 45-54 year age bracket? Belle Beth Cooper explains ways to use these statistics to your advantage when assembling a social media strategy for your business. Also, 189 Million users on Facebook are “mobile only,” proving users are using their mobile devices more and more.
Mark Schaefer of GROW explains how Klout has turned into a great metric for marketing. By assessing the culture, you can use Klout to determine how content is being shared. Despite the debate over Klout’s legitimacy, the promotional partnerships it has created add to its value.
Kaylene Long reports that Twitter has removed the option to give users the option to receive messages from any of their followers after a quiet roll-out last month. Twitter considered this option as an experiment, and has since returned to the previous feature. Kaylene suggests that the recent focus on Direct Messages could make the rumors about an Direct Message app true.
Vincent Ng explains the importance of your business using Pinterest. Pinterest drives more referral traffic than Twitter, LinkedIn, and Reddit combined. Use the 5 tips provided to make your Pinterest board more successful.
Mark Scott of DOC Marketing explains the latest updates of Hummingbird and encrypted search data from Google should change your SEO strategy. The “fast and precise” search results will have a more accurate time on pinpointing information geographically as well as with better search queries.
Nick Stamoulis of Brick Marketing explains that with the Penguin 2.0 update, those in SEO have to rethink how they approach SEO. Delete author profiles on article submission sites, disavow entire domains, not just individual links, and delete profiles from spammy bookmarking sites. Nick suggests making these changes will make or break your SEO in a matter of weeks.
Andre Alpar of AKM3.com explains many claims from clients about SEO that drives SEO consultants crazy. Claims of cheaper competition, the type of content, compensation depending on performance of websites, expecting sales to improve quickly, and waiting till website has been launched are majority of claims to avoid.
Erik Sherman explains that SEO does not need to be the focus anymore. Really know your audience as well as translate caring into specific actions. You want your audience to recognize you via your content and other strategies.
Marie Haynes of Search Engine Watch explains the many reasons why your reconsideration will fail. Not enough unnatural links addressed, not enough effort was made to remove unnatural links, not enough explanation, improperly formatted disavow file, disavowing on the URL level instead of the domain level, Google Docs wasn’t used for communicating evidence, incorrect Google Docs share settings, and more.
“If you’re one of the unlucky ones struggling to get a penalty removed, don’t give up! Some sites have had to go through several requests before finally succeeding, but I’ve yet to see one that was impossible!”-Marie Haynes, Search Engine Watch
Will Hanke explains the value of reclaiming links to pages on your site has real value. First use tools to find those links. Then begin the process of reclaiming those links to add more value to your website.
“Chances are, some of that marketing you did for that old product still exists online – and I’m speaking particularly about links. Those links, especially if they’re from high quality or good authority websites, are very valuable. Don’t squander them away because you deleted the page on your site that they were pointing to.”-Will Hanke
Michael Martinez of SEO Therory explains the importance of building backlinks with a dofollow relationship. This means that the collections of links are adding value to your website, not just the individual link. Just like any relationship, there are multiple ways to build the relationship through links.
Cyrus Shepard of Moz explains how important linkable assets are to websites. Linkable Assets are pieces of content or features characterized by a high degree of practical utility or emotional engagement. Avoid linkbait and bad linkbait entirely.
George Zlatin of Digital Third Coast explains that we need to focus more on content marketing, and less on the links pointing to a website. The value of content has never been more important than now with Google’s latest updates. This shift had to happen sometime.