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We’ve been delving a lot into the Hummingbird changes to the Google algorithm, as well as the fact that keyword data is now “not provided” in analytics. While many clients will want you to report on keyword specifics and their understanding of SEO will more than likely be centered on keyword data, we need to start pushing the emphasis to other areas. We can’t access precise keyword data anymore and the manner in which content is being produced and ranked is also changing, because of Hummingbird.
Creating informative, rich, rewarding content is at the crux of everything we do now as search marketing professionals. Because of this, we need to adopt new ways of educating our clients about what we can deliver for them and what they should expect. If they’re expecting lengthy reports on top performing keywords and their deviations and movements, they’re going to be horribly disappointed if you don’t give them the heads up.
It all boils down to changing the way you communicate what you can do for your clients, adapting the goals to what you can accomplish and changing the way that you report on your results.
We hope everyone has finally recovered from all that good eating on Thanksgiving and all that good shopping on Black Friday/Cyber Monday. If you weren't sitting around looking for all the best SEO, social media, and content marketing articles all month, we understand. You were busy. There's been a lot going on though, so we gathered up our favorite content from November for you to read at your convenience. If you enjoy these articles, feel free to follow us on Twitter, Google +, or Facebook.
Over the past year we’ve watched the ranks of the dreaded term “not provided” rise and rise. In September, Google announced that it had begun its mission to encrypt ALL search data, making 100% “not provided” keyword data a reality.
Let’s face it— at one point in your life you’ve probably wanted to be James Bond, Indiana Jones, Wonder Woman, or any other number of superheroes. Personally, I’ve wanted to be all of them…more than once. For some odd, and inexplicable, reason Indiana Jones was always my favorite. (more…)
It's already been about four months since the last time I warned marketers about declining Facebook use (and it wasn't the first time, either), but now Facebook itself has come right out and admitted that yes, young teens aren't using the site quite like they used to.
In fact, studies have shown that teens are now using Twitter more frequently than Facebook, with Facebook dropping down to a meager 23 percent.
The change is complicated, however, as daily active use on Facebook is actually up by 25 percent, and revenue is up by 60 percent.
Meanwhile, teens are embracing mobile tools like WeChat, Vine, Flickr, and Skype over more traditional social networks.
It's all starting to look very complicated. What's a marketer to do? (more…)
Some SEO myths refuse to die, and the myth of the negative link is an especially powerful one. I've already dissected this myth, arriving at the conclusion that Google's algorithm probably never penalizes you for your inbound link profile. Yes, Google has a manual site-wide penalty for that, but if you think like Google, if you look at what they've said to us, and you look at the evidence, there's no reason to believe that Google will algorithmically punish sites for bad inbound links.
Let's take a look at how this plays out in the context of Penguin 2.1, and why this makes a huge difference in how you should respond to a Penguin demotion. (more…)
A recent post on Search Engine Watch delved a little deeper into Google’s latest algorithm change. Hummingbird was not an update; it was a complete overhaul of the existing search engine algorithm, a feat that hasn’t been completed in over a decade. We featured an introduction to Hummingbird and now we’ve taken snippets from Grant Simmons’ post to further update you on just how involved this change has become.
While many have been stating that Hummingbird is simplifying queries, this is true for that exact statement, but the complete converse for how the search engines actually deliver the information to you. The manner in which Google serves the information follows a much more involved process – one that I simply marvel at.
The way that Grant Simmons breaks down search queries and the results that are fed seems completely apt. When you think of sentence structure in English class, you remember how each one is made up of articles, verbs, prepositions, nouns etc. Search queries seem to be broken down in a similar way. Grant used the example of “where can I buy a Larry Bird shirt?” Larry Bird being the ex-professional basketball player for Indiana Pacers.
When people speak with certainty, it's reassuring. It lulls us into the comfortable feeling that somebody knows what's going on, somebody's an expert, and if we just listen to them, we'll know what we're doing. But sometimes it's impossible to speak with certainty without being dishonest, and disconcerting as it might be, this is exactly what's happening with Google Hummingbird.
What we know about Hummingbird is surprisingly sparse, short of one very important change. Everybody keeps saying that it means keywords matter less. I believe the opposite is true: major keywords matter more.
Let me explain. (more…)
With the ever-changing landscape of SEO, the focus keeps on swinging back to Google+ and how it can affect your rankings, traffic and overall web presence for the better. As we’ve said before, it makes sense that the masters of search would steer us towards their social network of choice and it has recently been showing more promise for marketers and businesses alike.
The dashing Rand Fishkin (complete with vampire attire) conducted a Whiteboard Friday that delved into some findings Moz.com had made after monitoring their profiles, content and search results relating to their Google accounts. He had been watching his personal content and how search results displays when he’s signed into his Google+ account. (more…)
Every once in a while, marketing bloggers bring up some awesome case study here or there that shows the best way to dominate on Facebook. Nearly every one of these posts is useless to most businesses, because the Facebook Pages in question are owned by major brands like Red Bull. In all likelihood, these pages owe their success to the fact that people would like them anyway.
Let's face it: Pizza has 33 million Likes on Facebook. That's not the result of brilliant marketing.
I wanted to find Facebook pages that were totally killing it, and that clearly didn't owe their success to traditional marketing or existing familiarity. So I headed over to SocialBakers, browsed through the top 1,000 Facebook Pages (time I'll never get back), and dug up some immensely popular pages that didn't seem to owe their success to any preexisting brand or traditional marketing.
Let's take a look at what's working for them. (more…)
There is a lot of speculation as to the future of Google Alerts. After the untimely death of Google Reader, marketers and web users started wondering what would be next? Many people use Google Alerts to keep track of any mentions of their brand and business across the web. Often sentiment confuses the issue and sends irrelevant information to your inbox, but it can also be a hugely beneficial tool that helps you gain insight into how your brand is perceived.
From a link acquisition point of view, you can pick up whenever another website mentions your business name or brand and request that they hyperlink that mention back to your site. From a client acquisition point of view, if someone is talking about your brand online, pondering whether or not to go with your services, you can jump into the conversation and help them move forward with their decision.
There is no debate about the value of Google Alerts, but there is debate about the longevity. That’s why we decided to highlight a few alternatives that you can look at using, in case there is an untimely demise of this handy listening tool.
There seems to be an endless conversation regarding the state of search engine optimization (mostly whether it's dead or not) and the role of content marketing and social media in bringing this industry back to life. Ultimately, all of these elements should be working together to successfully battle the likes of Penguin and "Keyword Not Provided." That's why we gather up the best SEO, content marketing, and social media articles each month for you to enjoy. Here's our favorite content from October. If you like what you see, check us out on Twitter, Google +, and Facebook the rest of the month.
Life in the enterprise can sometimes be challenging. Some days there are so many meetings you’d think somebody somewhere makes a commission every time an office worker schedules a new meeting. There are often pre-meetings to discuss a meeting, then a post-meeting to discuss the actual meeting and to schedule the next meeting. (more…)