Earning Site Placement: The New SEO Secret Sauce

Search engines are getting smarter and SEOs must do the same. Google started using machine-learning to help process search results and consequently, digital marketing has become a lot more complicated and has forced SEOs to also become marketers.

How does Google use machine learning?

RankBrain is Google’s machine-learning, artificial intelligence system. Its primary purpose is to help sort the search results to give users the best possible answers to their queries. Google’s primary purpose, beyond not being evil, is to make money – it’s a company and companies need to make money. For Google to do that, they need users to continue searching on their engine, seeing ads, and coming back repeatedly. If they want users to keep coming back, they have to give them what they want quickly and with as little friction as possible. That’s where machine learning comes in.

Understanding query intent.

One of RankBrain’s primary … Continue Reading

6 Major Elements Of An Expertly Designed PPC Landing Page

PPC is short for pay-per-click, wherein advertisers have to pay a publisher, like Google, a given fee each time someone clicks on their ad. These ‘Sponsored Ads’ are displayed on the search engine results pages whenever a user does a search for their relevant keyword(s). The idea is to leverage PPC ads to drive targeted search engine traffic to an optimized PPC landing page and prompt an action. These specially designed landing pages have strong call-to-action and inspire the visitor to click on the CTA button to take specific actions such as Buy Now, Subscribe, Email Us, Call Today, etc.

Over 60% of users with the intent of purchasing a product find PPC ads most relevant to their search and are more likely to click on it instead of organic search results. Users reaching your landing page by clicking a paid ad are 50% more likely to click on your … Continue Reading

The Down-Low On Generating Leads For Your Business With Google Adwords

There are over one billion websites vying for user attention and the process of getting found online has become a much more complex process than just launching a website and hoping for people to find it. Even in this crowded space, your website can attract qualified leads that turn into customers. Provided B2B companies use pay-per-click advertising tools such as Google AdWords to get their site to land on the first page of Google and appear where prospective leads are hanging out online.

Google AdWords encompasses both search engine ranking results and paid advertising, so campaigns can effectively target the very people that are using search terms specific to your business. No wonder then that the most used pay-per-click (PPC) advertising program available today is Google’s AdWords, with nearly 80% of all companies focusing on Google AdWords for PPC. Roughly about 70% of Google’s revenue is generated from AdWords, which … Continue Reading

How Can Recruiters Use Social Networks to Attract Top Talent?

Social media sites like LinkedIn, Facebook, Twitter and a few others have become huge players in creating a holistic recruitment process. Most people find it convenient to hang out on social media sites online to communicate and interact with each other and a vast majority of employees use social networks to research companies and potential job opportunities. Online recruiting provides companies an opportunity to find and make connections with quality candidates, many of whom would frankly remain undiscovered through traditional sources.

Engaging people who are already connected to your brand on social media and have a demonstrated interest in your company, or the industry in general, can help portray your company positively, especially when it comes to the hiring process. Besides the passive marketing of your company, recruiters now message prospects directly, post jobs in social network groups and find talent through online connections. So let’s look at how you … Continue Reading

SSL Encryption — Why You Must Comply

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our Director of Organic Marketing, Michelle Keyser, discusses an Inc article by Lunarpages.

Security on the Internet is not a new thing.  What is new is that Google is now getting involved and that should make anyone with a website sit up and take notice.  When the search giant makes a suggestion it’s like your mother telling you to put a coat on.  You better do it if you want cookies after dinner.  Google has made HTTPS (Hypertext Transfer Protocol Secure) and website loading speeds major ranking factors.  If you don’t want to be penalized you better comply.

For starters, most browsers like Firefox and Chrome now prominently show ‘Not Secure’ warnings in the address bar and warnings also appear directly below form fields on pages using HTTP. These … Continue Reading

Test Plan for Conversion Rate Optimization

Building an effective website is hard work, but all that hard work would be wasted without ongoing analysis and continual website improvements.  There is a lot of chatter about optimizing site performance and integral to that is a good test plan to know the areas of the site that could perform better. It can be a tough task with hundreds of pages, multiple conversion points to measure, and competing priorities across departments. Setting up a precise testing structure is the first step towards achieving your goals. 

What is a Conversion Rate Optimization (CRO) Test Plan? 

CRO is the method of using analytics and user feedback to improve the performance of your website. Based on KPI (Key Performance Indicators), CRO can be used to improve any website metric. This is where optimization or conversion testing comes in, to improve conversion, interaction and engagement on your website.  There may be many conversion … Continue Reading

Cost of Online Reputation Management

Do you know what people are saying about you online?  Traditional marketing has always known the value of word of mouth marketing.  Today the internet, well, more specifically search engines, has made knowing what people are saying about you even more important than traditional word of mouth marketing.  Why?  Because 88% of consumers trust online reviews as much as personal recommendations.  So, if your reputation isn’t managed well it could be very costly.  And, did you know that what people say about you online impacts your search results?… Continue Reading

Cost of Online Reputation Management

Do you know what people are saying about you online?  Traditional marketing has always known the value of word of mouth marketing.  Today the internet, well, more specifically search engines, has made knowing what people are saying about you even more important than traditional word of mouth marketing.  Why?  Because 88% of consumers trust online reviews as much as personal recommendations.  So, if your reputation isn’t managed well it could be very costly.  And, did you know that what people say about you online impacts your search results?  Let’s learn some more.… Continue Reading

4 Fundamental Engagement Tactics In B2B Marketing

In this brave new world, customers are now in control of their own experience with your brand as a result of advancing mobile and social technologies. Besides the direct and outbound B2B marketing techniques that aim to persuade and compel prospective buyers to respond, there are myriad techniques available now at your disposal. These may be a better fit for the different marketing engagement opportunities that present itself due to the changed behavior of the buyers. Potential prospects are now more likely to perform online searches to find and assess a company. They engage all the time, across several touch points from brick and mortar stores to mobile technologies and social.… Continue Reading

Why ‘Start With Why’ by Simon Sinek is Great

From time to time, team members will share their views stimulated from a piece by an industry thought leader. Here, our CEO, Lisa Maier, discusses an Inc article by one of her favorite authors, Simon Sinek.

Simon Sinek has a great TEDx talk, Start with Why – How Great Leaders Inspire Action. The main message is that most of us have it backwards: the most loyal customers don’t buy what you do, they buy why you do it. What you do simply proves what you believe. And when they buy from you, when they interact with you, they do so for themselves, because their ‘why’ is in resonation with your ‘why.’ This creates the most loyal relationship possible because it is based on identity.

What is interesting is that this is a treatise on attraction vs promotion in many ways, as it speaks to why and how we make … Continue Reading