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.
Joe Pulizzi of Content Marketing Institute shares some thoughts on the power of content on LinkedIn. The focus on traditional media needs to replaced by quality content creation according to Pulizzi. The content has an opportunity to reach a broader audience than other channels.
Jason Falls of Social Media Explorer explains his thoughts on the success of content marketing as a stand alone initiative. Falls suggests that in order for your website to be successful overall, it has to have a great social media campaign. A mix of both content and social media marketing will help you stand out.
Carrie Morgan of Convince and Convert explains the importance of content marketing through 12 tactics geared towards boosting SEO. Carrie suggests you wrap your content around one targeted keyword, write a related second post linking to your original post, choose outlets that provide a Bio page and contributor links, make sure the Bio matches the target audience, look for shared content with authors in tweets, and many more.
“Building influence sounds great, but it isn’t easy. If you are ramping up a content marketing strategy, or integrating guest blog posts into your PR arsenal, be prepared to invest a significant amount of time in order to be successful.”- Carrie Morgon, Convince and Convert
Warren Chandler explains his three steps to quality content writing for SEO after Google’s Hummingbird update. Now more than ever, quality of content is key to successful SEO. Number one is to understand the competition, number two sees improvement as a positive form of change, and number three is finding the missing links. Make sure to socially engage to get your piece of content read.
Ginny Marvin of Search Engine Land explains the integration that may change online buying. Google Trusted Services is not integrated with Adwords, which will power seller ratings. StellaService has now rolled out, and allows retailers to measure customer service.
Matt Ackley of Marin Software explains ways to make your paid search campaigns more effective. You will find shifts in Revenue-Per-Click & conversion rate, find latent conversions, analyze outlying data, then promotional changes.
“Staying in-tune with your search campaigns throughout the holiday season is just as critical as preparing for the holiday season. In the end, optimizing for seasonality will enable advertisers to remain competitive during the busiest times of the year and maximize revenue outcomes.”-Matt Ackley, Marin Software
Cassie Oumedian of PPC Hero suggests a good way to expand your reach during the Holiday season: consider incorporating Yahoo Stream Ads. The Yahoo algorithm determines which ads are relevant to your users search history. Cassie also offers ways to ensure you set up a successful campaign.
Alan Mitchell of Calculate Marketing offers insight into the world of paid search as a RLSA opportunity. RLSA allows you to be more generic with your keyword selection. Make sure to define your marketing audiences, define your engagement strategy, and define your keywords.
Lisa Raehsler of Big Click Co. explains what and how bid adjustments in Google Adwords can work in your favor. By changing your strategies, outbidding your competition for ads can be easier than you think.
Avid Pinkovezky of LinkedIn shares the latest announcement concerning LinkedIn pages. Companies will now have the ability to showcase their favorite products and brands on their pages. The goal with the showcase pages is to help companies build relationships in the correct communities for their niche.
Andrea Vahl of Social Media Examiner explains ways to improve your Facebook engagement through experiments. First, look at your page’s insights then decide a plan from there. Next is to set up your plan by deciding the frequency of posts as well as the length. Gather the new data after the plan has been utilized for awhile, then draw your conclusions.
Tara Hunt shares her thoughts on social media and sales on LinkedIn. Despite most efforts to create a great social media campaign, you cannot beat word of mouth. Hunt wants you to understand that social media and direct marketing don’t have anything in common.
Mark Traphagen of Virante Inc. explains how Google+ profiles and pages actually can gain search authority. Through case studies were conducted, and results showed Google+ pages and profiles ranked higher on search than any other post. The number of followers does not correlate to rankings in search.
Dan Vassilou of Endurance SEO dispels the most common social media myths for companies. It has been reported that 35% of businesses use social media, and your company should be one of them. Myth one – your customer demographic isn’t using social media, myth two – social media can take the place of your website, & myth three – there is no way to measure your campaign’s return of investment (ROI). Make sure to engage, drive, and convert according to Dan.
Kristi Hines of Social Media Examiner explains how advantageous running Twitter chats can be for you business. Twitter chats allow you to connect with your customers, build authority, create one-on-one relationships, stay informed, and promote your brand. Make sure to study how a Twitter chat works for your industry beforehand.
Kaila Strong of Vertical Measures shares many different resources and articles on Google’s latest update Hummingbird. The list is broken down by category, for instance Content Marketing and Link Building. Needless to say, there has been a lot written about the latest update and this is THE place to find it all.
Andrew Shotland of Local SEO Guide suggests the 5 most trusted accounts for local SEO. Google Map Maker, Google Regional Expert Reviewers, OpenStreetMap.org, Wikipedia, and Facebook Places Editor. Expect these to help your local SEO efforts.
“I expect over the next year, there will be a few new services to add to this list — Pinterest just launched a local mapping feature, etc. — so make sure your team stays up to date on the latest developments. These trusted accounts can come in handy.”- Andrew Shotland, Search Engine Land
Rachel Gillevet of Wired Tree explains the mistakes in SEO that can lead to your website losing traffic. Make sure to keep your website up to date, don’t ignore long tail keywords, avoid creating duplicate content, acquire good quality links instead of junk links, and finally make sure to know your audience.
Art Enke of Vertical Measures shares his thoughts on the best software for SEO site audit/crawling. Number one is Screaming Frog as it is used a fast go-to-tool for audits, number two is Moz Campaign which uses their latest software to get updates on key diagnostics of the website, number three is Xenu’s Link Sleuth that focuses on crawling pages, yet may mostly focus on 404 errors, number 4 is W3C Validator that targets specific coding errors, & number five is Raven as it has extensive capabilities to perform a site audit.
Google’s Matt Cutts: We Dropped the 100 Links Per Page Guideline But We May Take Action If It Is Too Spammy
Barry Schwartz of Search Engine Land explains the latest video released by Google’s Matt Cutts. Keep in mind Google dropped the guideline in 2008, but if your website has links that looks Spammy, Google may take action.
Danny Ashton of Econsultancy explains the results from using Zemanta to acquire links over a 30 day period. After Moz’s Rand Fishkin praised Zemanta’s abilities, Ashton wanted to test it. Despite producing 20 links, they were found to be out of action. Only 8 links were able to be used without problems, a disappointing turnout for such a praised product.
Jason Acidre of Kaiser the Sage shares ways to manage advanced link building campaigns more effectively. With the Penguin updates, unnatural link building leads to link penalties. Create a goal, create the minimum viable service, then strategize and develop, followed by processing documentation, then delegate and communicate, report, and continue to discover the possibilities.
Julie Joyce of Link Fish Media, Inc. shares the proper way to include images in link campaigns. You can use images to link back to your website, use them to attract new links, use the images to increase user engagement, gain traffic from the image search, use them for promotion on social media, create infographics and comics, and use the images for seasonal content. Make sure to use images legally and correctly.
Casie Gillette of KoMarketing Associates shares thoughts on link building things to be thankful for this Thanksgiving. Link Builders should be thankful for the Penguin Updates, Authorship, Guest Blogging, Transparency, Link Building Tools, Google Analytics, Relationships, Social Media, Word of Mouth, and Content Marketing.