SEO Biz Updated RSS Feed http://feed.informer.com/digests/MLEFXEUEU1/feeder SEO Biz Updated RSS Feed Respective post owners and feed distributors Thu, 21 Sep 2017 18:07:00 +0000 Feed Informer http://feed.informer.com/ Facebook Lets Users Create New Types of Video Content by @MattGSouthern http://tracking.feedpress.it/link/13962/9502866 Search Engine Journal urn:uuid:dbe12105-0bcd-b68d-a987-0369d1933f4e Wed, 20 Jun 2018 02:44:21 +0000 <p>Facebook is introducing new video features which will let users create interactive video content.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/facebook-lets-users-create-new-types-video-content/257897/">Facebook Lets Users Create New Types of Video Content by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9502866.gif" height="1" width="1"/> Facebook Begins Placing Autoplay Video Ads in Messenger by @MattGSouthern http://tracking.feedpress.it/link/13962/9502279 Search Engine Journal urn:uuid:4082babc-3c63-8f08-8cff-cdb9250c9ff4 Wed, 20 Jun 2018 00:58:28 +0000 <p>Facebook has started placing autoplay video ads in its standalone Messenger app.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/facebook-begins-placing-autoplay-video-ads-messenger/257871/">Facebook Begins Placing Autoplay Video Ads in Messenger by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9502279.gif" height="1" width="1"/> Google Removes URLs in Under a Day After Search Console Requests by @MattGSouthern http://tracking.feedpress.it/link/13962/9501773 Search Engine Journal urn:uuid:3aaa2603-c4ac-a4e5-845e-6eeb547b97c4 Tue, 19 Jun 2018 23:48:34 +0000 <p>Google recently revealed how long it takes to get a URL removed from search results after submitting a removal request.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-removes-urls-day-search-console-requests/257859/">Google Removes URLs in Under a Day After Search Console Requests by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9501773.gif" height="1" width="1"/> Bing Ads App Updated With New Payment Features by @MattGSouthern http://tracking.feedpress.it/link/13962/9501639 Search Engine Journal urn:uuid:c18a66bc-b338-b9ff-8b34-51ecc10c4318 Tue, 19 Jun 2018 22:51:49 +0000 <p>Bing Ads has rolled out an update to its mobile app which introduces new payment-related features.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/bing-ads-app-updated-new-payment-features/257849/">Bing Ads App Updated With New Payment Features by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9501639.gif" height="1" width="1"/> Bing Ads Lets Advertisers Manage Targeting Settings in Bulk by @MattGSouthern http://tracking.feedpress.it/link/13962/9501083 Search Engine Journal urn:uuid:28670e5d-7c24-28d4-fb26-48064ca62a51 Tue, 19 Jun 2018 21:22:01 +0000 <p>Bing Ads rolled out an update to its user interface which now allows users to manage targeting settings in bulk.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/bing-ads-lets-advertisers-manage-targeting-settings-bulk/257827/">Bing Ads Lets Advertisers Manage Targeting Settings in Bulk by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9501083.gif" height="1" width="1"/> Marketing Day: Facebook opens Watch, Unilever says no to paid followers & more https://marketingland.com/marketing-day-35-242740 Marketing Land urn:uuid:a7ceb7a9-424f-3b5d-5cd2-c36d609c82b5 Tue, 19 Jun 2018 20:00:17 +0000 <p>Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-35-242740">Marketing Day: Facebook opens Watch, Unilever says no to paid followers &#038; more</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p><img class="aligncenter size-medium wp-image-149669" src="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png" alt="" width="600" height="338" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w" sizes="(max-width: 600px) 100vw, 600px" />Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a title="Facebook opens up Watch to creators &#038; adds video features to take on YouTube" href="https://marketingland.com/facebook-opens-up-watch-to-creators-adds-video-features-to-take-on-youtube-242681">Facebook opens up Watch to creators &#038; adds video features to take on YouTube</a></strong><br /> <!-- byline -->Jun 19, 2018 by Amy Gesenhues<!-- end byline --><br /> Aiming to design a more YouTube-like landscape for creators, Facebook is broadening its video options and opening the door to Watch.<!--end ml posts--></li> <li><strong><a title="B2B marketers must prove contribution to revenue" href="https://marketingland.com/b2b-marketers-must-prove-contribution-to-revenue-241964">B2B marketers must prove contribution to revenue</a></strong><br /> <!-- byline -->Jun 19, 2018 by Patricia Hursh<!-- end byline --><br /> Marketing priorities have changed. Today’s B2B marketers must focus on KPIs, says contributor Patricia Hursh. Here are tips and tactics to show how marketing programs contribute positively to the bottom line.<!--end ml posts--></li> <li><strong><a title="Media Trust warns of malware in HTML5 ads" href="https://marketingland.com/media-trust-warns-of-malware-in-html5-ads-242662">Media Trust warns of malware in HTML5 ads</a></strong><br /> <!-- byline -->Jun 19, 2018 by Barry Levine<!-- end byline --><br /> It’s now booming, says this monitoring service of ads and other third-party code, and marketers need to get in control of their ads.<!--end ml posts--></li> <li><strong><a title="Evrythng launches a blockchain-utilizing orchestration hub for consumer products" href="https://marketingland.com/evrythng-launches-a-blockchain-utilizing-orchestration-hub-for-consumer-products-242641">Evrythng launches a blockchain-utilizing orchestration hub for consumer products</a></strong><br /> <!-- byline -->Jun 19, 2018 by Barry Levine<!-- end byline --><br /> The hub is designed to support tracking of product origins, unique product identities and user rewards.<!--end ml posts--></li> <li><strong><a title="SMX Advanced 2018 Session Recap: Storytelling with Social Ads that Sell" href="https://marketingland.com/smx-advanced-2018-session-recap-storytelling-with-social-ads-that-sell-242598">SMX Advanced 2018 Session Recap: Storytelling with Social Ads that Sell</a></strong><br /> <!-- byline -->Jun 19, 2018 by Joe Martinez<!-- end byline --><br /> Contributor Joe Martinez recaps a session of rock-star paid social media marketers sharing how you can use social media to engage, entertain and motivate readers through the sales funnel.<!--end ml posts--></li> <li><strong><a title="5 things to check if your traffic suddenly drops" href="https://marketingland.com/5-things-to-check-if-your-traffic-suddenly-drops-241936">5 things to check if your traffic suddenly drops</a></strong><br /> <!-- byline -->Jun 19, 2018 by Sponsored Content: SEO PowerSuite<!-- end byline --><br /> No one’s immune to traffic drops, and the causes may be easy to overlook. Still, to avoid barking up the wrong tree, gather the evidence first: look closely at the overall stats for a long enough period in your Google Analytics to see if the traffic spike really looks out of place.<!--end ml posts--></li> <li><strong><a title="Unilever stops working with digital media influencers who buy followers" href="https://marketingland.com/unilever-stops-working-with-digital-media-influencers-who-buy-followers-242612">Unilever stops working with digital media influencers who buy followers</a></strong><br /> <!-- byline -->Jun 18, 2018 by Robin Kurzer<!-- end byline --><br /> The call echoes the CPG giant’s similar demand for more transparency in programmatic advertising earlier this year.<!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="Sneak peek: MarTech agenda highlights just for you" href="https://martechtoday.com/martech-agenda-sneak-peek-217320">Sneak peek: MarTech agenda highlights just for you</a></strong><br /> <!-- byline -->Jun 19, 2018 by MarTech Today<!-- end byline --><br /> Grab your hard hats — You’re entering a construction zone. Scott Brinker, the architect of MarTech®, is hard at work building out a new agenda for our next event happening October 1-3 in Boston. The blueprints are drawn, materials delivered and foundation poured.<!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="https://www.kevin-indig.com/building-a-triple-looped-growth-model-for-newspapers/">Building a triple-looped Growth model for newspapers</a>, Kevin Indig</li> <li><a href="https://www.skyword.com/contentstandard/marketing/healthcare-content-marketing-success-happens-with-whole-person-strategy/">Healthcare Content Marketing Success Happens with Whole Person Strategy</a>, Skyword</li> <li><a href="https://mobilemonkey.com/blog/2018/19/messenger-contacts-from-email/">How to Convert Email Contacts into Messenger Subscribers</a>, Mobile Monkey</li> <li><a href="https://komarketing.com/industry-news/measuring-social-media-marketing-roi-still-a-pain-point-3701/">Measuring ROI of Social Media Marketing Still a Pain Point</a>, KoMarketing</li> <li><a href="https://amphtml.wordpress.com/2018/06/19/the-shadow-reader-improved/">The Shadow Reader, Improved</a>, AMP</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-35-242740">Marketing Day: Facebook opens Watch, Unilever says no to paid followers &#038; more</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Facebook opens up Watch to creators & adds video features to take on YouTube https://marketingland.com/facebook-opens-up-watch-to-creators-adds-video-features-to-take-on-youtube-242681 Marketing Land urn:uuid:39a875d5-dd48-87cc-27ce-449e481c2318 Tue, 19 Jun 2018 17:55:13 +0000 <p>Aiming to design a more YouTube-like landscape for creators, Facebook is broadening its video options and opening the door to Watch.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-opens-up-watch-to-creators-adds-video-features-to-take-on-youtube-242681">Facebook opens up Watch to creators &#038; adds video features to take on YouTube</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter wp-image-115485 size-large" src="https://marketingland.com/wp-content/ml-loads/2015/01/facebook-videocam2-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/01/facebook-videocam2-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2015/01/facebook-videocam2-ss-1920-600x337.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Facebook is expanding its video offerings for creators and publishers, giving more of them access to revenue opportunities, launching new interactive video features and offering creators a chance to be included in Facebook Watch, the site&#8217;s video hub.</p> <p>The company is designing a more YouTube-like landscape for creators as it tries to build out <a href="https://marketingland.com/facebook-debuts-watch-home-original-shows-221513">Facebook Watch</a>, the video hub launched last year that features original video content and programming.</p> <p>These latest updates follow Facebook&#8217;s announcement earlier this year that it was investing in efforts to give creators more of what they needed to grow on the platform.</p> <p>&#8220;To support them [creators], we’re focused on three areas: helping them engage and grow their community, manage their presence, and build a business on Facebook,&#8221; said <a href="https://marketingland.com/facebook-testing-new-products-help-creators-build-base-advertiser-relationships-236288">Facebook&#8217;s head of video Fidji Simo</a> in March of this year.</p> <h2>Opening the door to Watch</h2> <p>Initially launched to feature original content and programming, <a href="https://marketingland.com/facebooks-pre-roll-ad-test-will-run-watch-not-news-feed-229520">Facebook&#8217;s Watch</a> will now begin to include videos from Pages.</p> <p>&#8220;In our testing, we&#8217;ve found that people enjoy discovering and watching a combination of shows and videos in Watch &#8212; and for creators this means their videos may be eligible to show up in Watch to be discovered by a broader audience,&#8221; says Facebook.</p> <p>As part of its efforts to bring more creator videos into Watch, Facebook is launching Facebook for Creators Launchpad, a program designed to find creators the site identifies as prime candidates for Watch content. Available by application only, the program will give creators the opportunity to monetize their videos via Ad Breaks and bring their content to a wider audience.</p> <p>&#8220;The program will focus on creators with longer, authentic content that brings people back, that are focused on building a loyal community of fans, and who meet our monetization standards and follow our content guidelines for monetization,&#8221; says Facebook.</p> <h2>Revenue opportunities get a wider rollout</h2> <p>On the revenue front, Facebook is expanding three <a href="https://marketingland.com/facebook-gives-creators-new-ways-to-monetize-videos-while-pushing-more-users-to-watch-238805">monetization opportunities</a> to more creators. Already tested with a limited set of partners, Facebook&#8217;s Brand Collabs Manager will now be available to a broader set of creators. The platform allows brands to find creators they can partner with to create sponsored content.</p> <p>Ad Breaks are also being offered to more creators. Designed to offer creators a chance to share in ad revenue, Ad Breaks let creators include in-stream ads up to 15 seconds long within their Live videos.</p> <p>Also, Facebook&#8217;s previously announced <a href="https://marketingland.com/facebook-testing-new-products-help-creators-build-base-advertiser-relationships-236288">paid fan subscriptions</a> are coming to more creators, allowing them to offer fans a paid subscription option for $4.99 a month that comes with exclusive content and a badge signifying their paid-supporter status. (More creators will also have access to a badge that highlights their top fans.)</p> <h2>New features to make creator videos more interactive</h2> <p>The new video features being rolled out to creators include interactive polling for Live and on-demand videos and gamification tools. Facebook says that in the coming weeks, a limited set of creators will be able to add viewer surveys, quick questions and challenges to video content. The new &#8220;gamification&#8221; feature allows creators to build out a quiz-like format where viewers who answer questions incorrectly are eliminated from the game.</p> <p>&#8220;This will help a range of formats come to life, like a live trivia show where fans compete to see who knows the most about a particular topic or perhaps a direct competition between creators and their superfans on a topic of choice,&#8221; says Facebook &#8212; positioning the gaming feature as competition against the popular HQ Trivia app that became wildly successful after its launch last year.</p> <p>Facebook listed three publishers &#8212; INSIDER, BuzzFeed News and Fresno &#8212; with game shows launching on Facebook Watch and said that Brent Rivera and That Chick Angel will be among the creators with polling and gamification features included in their video content.</p> <p>In addition to the Live video interactive features, Facebook is also testing a new video template for Pages: &#8220;This template puts video and community front and center on a creator&#8217;s Page, with special modules for things like videos and groups.&#8221; Facebook says creators will be able to try out the new template with &#8220;one click&#8221; and can revert back to the original template if they want.</p> <p>The Facebook Creator App, which was initially available on iOS, is now being rolled out globally on Android. The site is also accepting applications from creators that want access to the Rights Manager tool. Built for Facebook&#8217;s creator community, the Rights Manager tool lets creators control where and how their content is displayed.</p> <p>These latest announcements come a day before Facebook&#8217;s sessions at VidCon. For the first time ever, Facebook says it will have a booth on the show floor to be included in the conference&#8217;s Community Track and named a number of the Facebook creators &#8212; like Doug the Pug, Nala Cat, Huda Kattan and 80Fitz &#8212; who will be making a special appearance at their booth, a move that sounds a lot like YouTube promoting its most famous YouTubers.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-opens-up-watch-to-creators-adds-video-features-to-take-on-youtube-242681">Facebook opens up Watch to creators &#038; adds video features to take on YouTube</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> B2B marketers must prove contribution to revenue https://marketingland.com/b2b-marketers-must-prove-contribution-to-revenue-241964 Marketing Land urn:uuid:02e79dfd-207a-0ad0-ff36-2d2f81cc2188 Tue, 19 Jun 2018 17:43:00 +0000 <p>Marketing priorities have changed. Today’s B2B marketers must focus on KPIs, says contributor Patricia Hursh. Here are tips and tactics to show how marketing programs contribute positively to the bottom line.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/b2b-marketers-must-prove-contribution-to-revenue-241964">B2B marketers must prove contribution to revenue</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter wp-image-242696 size-large" src="https://marketingland.com/wp-content/ml-loads/2018/06/increase-revenue-shutterstock_1059937448-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/increase-revenue-shutterstock_1059937448-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/increase-revenue-shutterstock_1059937448-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/06/increase-revenue-shutterstock_1059937448-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Digital marketing budgets continue to grow, and the expectation for revenue driven by these budgets increases as well. Business-to-business (B2B) marketers should demonstrate a direct impact on the bottom line. Long gone are the days of measuring success solely based on visibility, traffic or conversions.</p> <p>Here’s an overview of how marketing priorities and success metrics have shifted, along with recommendations on how to clearly demonstrate marketing contribution to sales and revenue.</p> <h2>New metrics for marketing success</h2> <p>Growing pressure for marketing accountability has caused a shift in key performance indicators (KPIs). Until recently, the most common B2B marketing success metric was lead volume. Not anymore. Today, B2B marketers are most concerned with lead quality and pipeline impact.</p> <p>So, how is B2B marketing success measured? According to the 2018 Demand Generation Benchmark Survey Report, in addition to the number of inquiries/leads generated, marketers must be able to accurately measure and improve:</p> <ul> <li>Marketing-qualified leads (MQLs) and sales accepted leads (SALs).</li> <li>Pipeline leads influenced.</li> <li>Target accounts engaged.</li> </ul> <img class="aligncenter wp-image-241962 size-full" src="https://marketingland.com/wp-content/ml-loads/2018/06/DemandGenKPIs.jpg" alt="" width="746" height="299" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/DemandGenKPIs.jpg 746w, https://marketingland.com/wp-content/ml-loads/2018/06/DemandGenKPIs-600x240.jpg 600w" sizes="(max-width: 746px) 100vw, 746px" /> <p>This change in performance metrics is certainly driven by the shift away from high-volume, top-of-funnel marketing methods toward very targeted, full-funnel, account-based marketing (ABM) types of programs. “Flipping the funnel” has overhauled not just our marketing approach but also our definition of success.</p> <h2>Marketing KPIs that demonstrate business impact</h2> <p>Most B2B marketers report how their programs drive MQLs and SALs, and this is definitely a great way of demonstrating pipeline impact. That said, I recommend marketers look beyond these two metrics and work to show impact through the entire sales funnel.</p> <p>Here are three (less commonly used) metrics I recommend you add to your marketing performance dashboard to ensure  business leaders understand how you are positively impacting sales and revenue:</p> <ol> <li>Account penetration.</li> <li>Pipeline velocity.</li> <li>Deal size.</li> </ol> <p><strong>1. Demonstrate account penetration</strong></p> <p>Account-based marketing experts know that identifying target accounts is just the first step. Marketers must successfully find and engage the right people at the right companies.</p> <p>Two metrics that show account penetration are:</p> <ul> <li><strong>New stakeholders</strong> reached in target accounts (additional reach).</li> <li><strong>New touch points</strong> with existing contacts (additional engagement).</li> </ul> <p>Some of the most effective ways to reach new stakeholders in high-priority accounts are content marketing, ABM campaigns, programmatic media buying, LinkedIn advertising and social media.</p> <p>Proven methods to drive additional touch points include retargeting/remarketing lists for search ads (RLSA) and lead nurture campaigns.</p> <p><strong>2. Contribute to pipeline acceleration</strong></p> <p>In addition to analyzing funnel progression (i.e., conversion rate from one phase to the next), marketers must understand and improve the speed of progression.</p> <p>What is the average number of days required to move prospects from one stage to the next? Is this progression faster when marketing campaigns are involved?</p> <p>Here are three ways marketers can accelerate the pipeline:</p> <ul> <li><strong>Work to improve initial lead quality</strong>. Based on feedback from sales, marketers can improve targeting, qualification and conversion. The goal is to deliver stronger MQLs, more qualified leads and prospects who are more aligned with your company’s ideal customer profile.</li> <li><strong>Ensure that your marketing strategy is matching prospects’ behavior and needs as they progress through their customer journey. </strong>Initial touch points typically involve top-of-funnel marketing methods such as email, search and social campaigns and provide general information. Subsequent touches rely on mid-funnel strategies like retargeting and lead nurture programs and provide more in-depth assets such as case studies and product/service comparisons.</li> <li><strong>Work directly with sales to track pipeline velocity</strong>. This allows marketers to understand conversion challenges and create programs specifically designed to accelerate slow transition points.</li> </ul> <p>Let’s say that your company is struggling with moving prospects from contact to demo. If marketing is aware of this, they can develop campaigns, messaging, offers and assets to directly address this challenge. You might develop and promote a self-guided tour as a lower-consideration action offered prior to registering for a live demo. Marketers can test this “baby-step” approach and determine if it accelerates the process of moving prospects from contact to demo.</p> <p><strong>3. Positively influence deal size</strong></p> <p>Typically, there is an inverse relationship between deal size and velocity, meaning larger deals tend to move more slowly through the pipeline, while smaller deals close more quickly. Can marketing programs influence deal size? I believe they can.</p> <p>Again, the most obvious opportunity is to improve the quality of MQLs delivered. Engaging with the right prospect, at a right-sized company, in the right industry will lead to bigger, better deals. I encourage marketing and sales to analyze closed deals, determine the average deal size, and then pursue companies that are aligned with this size/profile.</p> <h2>Compelling stories</h2> <p>I also think marketers should look beyond the numbers and find “compelling stories” in the data. Can you identify a positive correlation between marketing programs and pipeline velocity or deal size? Your marketing success story might go something like this:</p> <blockquote><p>Prospects who attended the ABC Webinar moved through the pipeline 7 percent faster than those we didn’t and ended up with a deal size (contract value) 10 percent higher than average.</p></blockquote> <h2>Attribution</h2> <p>Given the scope and depth of the topic of attribution, I&#8217;ll leave it for another day and a separate article.  But I did want to say attribution will influence how marketing impact is measured. Savvy marketers know there is no silver bullet, no single best way to measure how each channel contributes. This is especially true for B2B companies with long, complex sales cycles.</p> <p>Here’s a quick tip with respect to attribution: Even though your company will likely select one attribution model as a standard (first touch, last-touch, multitouch, time decay and so on), I recommend marketers go ahead and analyze/compare results using various attribution methods.</p> <p>This approach will help you better understand customer behavior and may enable you to better communicate the overall impact of your efforts.</p> <h2>Bottom line</h2> <p>Remember, successful B2B digital marketing programs are guided by a few insightful KPIs that demonstrate accountability and illustrate the direct impact on bottom-line business results.</p> <p>Old-school metrics (like impressions, clicks and conversions) are still very important for optimization purposes, but today’s marketers must focus on KPIs that prove how marketing programs contribute positively to desirable business outcomes such as account penetration, pipeline velocity and deal size.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/b2b-marketers-must-prove-contribution-to-revenue-241964">B2B marketers must prove contribution to revenue</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Media Trust warns of malware in HTML5 ads https://marketingland.com/media-trust-warns-of-malware-in-html5-ads-242662 Marketing Land urn:uuid:b9611e83-f4b4-9bdc-3afe-2a571d451f2e Tue, 19 Jun 2018 16:47:54 +0000 <p>It’s now booming, says this monitoring service of ads and other third-party code, and marketers need to get in control of their ads.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/media-trust-warns-of-malware-in-html5-ads-242662">Media Trust warns of malware in HTML5 ads</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="alignnone size-large wp-image-242661" src="https://marketingland.com/wp-content/ml-loads/2018/06/online-ads-732036745-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/online-ads-732036745-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/online-ads-732036745-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/06/online-ads-732036745-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>When HTML5 was <a href="https://marketingland.com/flash-apocalypse-approaches-html5-rules-thumb-marketers-keep-mind-178730">being promoted as a replacement</a> for Adobe’s Flash, security was a key reason.</p> <p>But, according to <a href="https://www.themediatrust.com/">Media Trust</a> CEO Chris Olson, “HTML5 is not this panacea and safe haven.” In fact, his company &#8212; which monitors third-party code and advertising for brands &#8212; has come across a wave of malware on HTML5 ads on mobile and desktop web, with some wavelets beginning to hit HTML5 ads on apps.</p> <p>“We are seeing more badness in HTML5,” he told me, such as a higher frequency of incidents and bigger attacks.</p> <p><a href="https://martechtoday.com/media-trust-warns-of-malware-in-html5-ads-217292?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/media-trust-warns-of-malware-in-html5-ads-242662">Media Trust warns of malware in HTML5 ads</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Evrythng launches a blockchain-utilizing orchestration hub for consumer products https://marketingland.com/evrythng-launches-a-blockchain-utilizing-orchestration-hub-for-consumer-products-242641 Marketing Land urn:uuid:fcd5a5fd-c76e-e689-da91-514da217e3c2 Tue, 19 Jun 2018 16:41:54 +0000 <p>The hub is designed to support tracking of product origins, unique product identities and user rewards.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/evrythng-launches-a-blockchain-utilizing-orchestration-hub-for-consumer-products-242641">Evrythng launches a blockchain-utilizing orchestration hub for consumer products</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="alignnone size-large wp-image-242640" src="https://marketingland.com/wp-content/ml-loads/2018/06/blockchain-link-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/blockchain-link-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/blockchain-link-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/06/blockchain-link-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p><a href="https://marketingland.com/whats-blockchain-change-marketing-advertising-208382">Blockchain</a>-based companies have been touting the protocol’s capabilities for tracking ingredients, maintaining digital identity and granting rewards. But, with a few emerging exceptions, those visions have largely been on paper so far.</p> <p>Internet of Things platform Evrythng is now out with an orchestration hub that utilizes blockchain to provide those services specifically for CPG (consumer packaged goods) and apparel products.</p> <p>Called the <a href="https://evrythng.com/introducing-the-evrythng-blockchain-integration-hub/">Blockchain Integration Hub</a>, it&#8217;s not actually built on blockchain itself. Instead, it provides a rules engine called the Reactor that provides an integration layer to control actions (such as when a consumer scans a bar code on a product) or properties (such as the location of an ingredient or component in a supply chain).</p> <p><a href="https://martechtoday.com/evrythng-launches-a-blockchain-utilizing-orchestration-hub-for-consumer-products-217284?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/evrythng-launches-a-blockchain-utilizing-orchestration-hub-for-consumer-products-242641">Evrythng launches a blockchain-utilizing orchestration hub for consumer products</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> SMX Advanced 2018 Session Recap: Storytelling with Social Ads that Sell https://marketingland.com/smx-advanced-2018-session-recap-storytelling-with-social-ads-that-sell-242598 Marketing Land urn:uuid:7d9e7666-9d97-d952-ff34-8af53cdb1893 Tue, 19 Jun 2018 13:56:00 +0000 <p>Contributor Joe Martinez recaps a session of rock-star paid social media marketers sharing how you can use social media to engage, entertain and motivate readers through the sales funnel.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/smx-advanced-2018-session-recap-storytelling-with-social-ads-that-sell-242598">SMX Advanced 2018 Session Recap: Storytelling with Social Ads that Sell</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p class="dn-file-id-330069981"><img class="aligncenter size-large wp-image-242609" src="https://marketingland.com/wp-content/ml-loads/2018/06/storytelling-shutterstock_779288737-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/storytelling-shutterstock_779288737-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/storytelling-shutterstock_779288737-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/06/storytelling-shutterstock_779288737-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></p> <p>SMX Advanced attendees were treated to a rock-star lineup of paid social media marketers. Our presenters spoke to the crowd about how we should be using social media to engage users, move them down the funnel and give them the message they want to hear to increase brand interest.</p> <p>Here&#8217;s a recap from the three speakers on the <strong>Storytelling With Social Ads That Sell</strong> session panel.</p> <img class="aligncenter size-large wp-image-242644" src="https://marketingland.com/wp-content/ml-loads/2018/06/storytelling1-800x513.png" alt="" width="800" height="513" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/storytelling1-800x513.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/storytelling1-600x385.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/storytelling1-768x493.png 768w, https://marketingland.com/wp-content/ml-loads/2018/06/storytelling1.png 896w" sizes="(max-width: 800px) 100vw, 800px" /> <h2>Jeff Ferguson</h2> <p><a href="https://marketinglandevents.com/speaker-bio.php/?id=1120">Jeff Ferguson</a> was first up.</p> <img class="aligncenter size-medium wp-image-242652" src="https://marketingland.com/wp-content/ml-loads/2018/06/Jeff-Ferguson-SMX-Advanced-2018-2-533x400.jpg" alt="" width="533" height="400" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/Jeff-Ferguson-SMX-Advanced-2018-2-533x400.jpg 533w, https://marketingland.com/wp-content/ml-loads/2018/06/Jeff-Ferguson-SMX-Advanced-2018-2-768x576.jpg 768w, https://marketingland.com/wp-content/ml-loads/2018/06/Jeff-Ferguson-SMX-Advanced-2018-2-800x600.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/Jeff-Ferguson-SMX-Advanced-2018-2-1376x1032.jpg 1376w, https://marketingland.com/wp-content/ml-loads/2018/06/Jeff-Ferguson-SMX-Advanced-2018-2-1044x783.jpg 1044w, https://marketingland.com/wp-content/ml-loads/2018/06/Jeff-Ferguson-SMX-Advanced-2018-2-632x474.jpg 632w, https://marketingland.com/wp-content/ml-loads/2018/06/Jeff-Ferguson-SMX-Advanced-2018-2-536x402.jpg 536w" sizes="(max-width: 533px) 100vw, 533px" /> <p>To set up the presentation, he went over a great analogy of creating cocktails. The difference between a Manhattan cocktail and a martini is one ingredient. The difference between a martini and a Gibson is one ingredient.</p> <p>The message here is that sometimes all you have to do is change one little thing to get something new and amazing. The same idea can be applied to marketing. Maybe one little difference in your ad copy or one little way we tell a story can make a big impact on your campaigns.</p> <p>Typically, we write content, and it sits there. Maybe we’ll promote it on social media, but many people don’t see these stories we spend a lot of time on. Let’s take our client&#8217;s information and use it appropriately for each stage of the content marketing funnel. Jeff then went on to show examples of how he utilizes this approach.</p> <img class="aligncenter wp-image-242655 size-large" src="https://marketingland.com/wp-content/ml-loads/2018/06/jefffang-800x454.png" alt="" width="800" height="454" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/jefffang-800x454.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/jefffang-600x341.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/jefffang-768x436.png 768w, https://marketingland.com/wp-content/ml-loads/2018/06/jefffang.png 1266w" sizes="(max-width: 800px) 100vw, 800px" /> <p><strong>High funnel. </strong>For one client who focuses on meal kits for people with serious health concerns, Jeff and his team asked themselves:</p> <ul> <li>What kind of post is a great introduction?</li> <li>What posts can help get users into our funnel?</li> </ul> <p>They found out the meal kit company had a lot of fantastic blog posts which were just sitting on the website with no major traffic. These posts, when finally promoted, led to a lot of user engagement, which was a win. They got the users to notice the brand and introduce them to the funnel.</p> <p><strong>Mid-funnel. </strong>Typically, this is where we see remarketing start to come in. We’re showing ads to users who are already familiar with our brand, even though it may be out of the corner of their eye. Focus the content on:</p> <ul> <li>Testimonials.</li> <li>Product comparisons.</li> <li>Demonstrations</li> <li>Before-and-after examples.</li> </ul> <p>Consider using audiences of second touch, proven performers, content downloaders and engaged views from the high-funnel approach to keep moving those users along.</p> <p><strong>Low funnel. </strong>This is where we want to be more aggressive in asking for the sale. By the time users are at the bottom of the funnel, we start to really push the offer-driven message. By this point, they’ve seen your brand message at least two or three times, so it’s OK to start asking for the sale.</p> <p><strong>Going beyond the conversion. </strong>It’s typical in marketing to focus on the same thing, so we lose touch with everything. Not only do we want to get the sale, but we want to get those users to come back. We all should care about customer success. Jeff and his team like to look at the entire customer journey and see where they can come in and help out.</p> <p>The problem with email after the journey is that email open rates are pretty bad, pretty horrible. We’re talking about a 21.8 percent average open rate. If other marketing channels had that type of success rate, we’d all be fired, right?</p> <p>Customer match is a better option than email to take the user farther down the road. Take the user story farther down the road to keep feeding those users new stories until we hit your end goal.</p> <img class="aligncenter wp-image-242656 size-large" src="https://marketingland.com/wp-content/ml-loads/2018/06/customermatch-800x455.png" alt="" width="800" height="455" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/customermatch-800x455.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/customermatch-600x342.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/customermatch-768x437.png 768w, https://marketingland.com/wp-content/ml-loads/2018/06/customermatch.png 1256w" sizes="(max-width: 800px) 100vw, 800px" /> <p><strong>Deciding what to communicate.</strong> Keeping in mind the same meal kit client mentioned earlier, audience exposure had a much better result over email. Jeff’s team found out that people who picked their own meals stayed on longer with the program. So they took the updated list of those specific users every week and showed new ads to this customer match audience.</p> <p>Email rate was 56 percent. Audience exposure for search/social campaigns was 80 percent. The efforts increased meal selections by 50 percent and reduced churn by 20 percent.</p> <p>Remember, none of these changes are big. Storytelling is about helping a prospect through the entire marketing funnel.</p> <p><strong>Presentation deck:</strong> <a href="https://www.slideshare.net/SearchMarketingExpo/social-media-storytelling-by-jeff-ferguson">Social Media Storytelling by Jeff Ferguson</a></p> <h2>Michelle Morgan</h2> <p>Next up was <a href="https://marketinglandevents.com/speaker-bio.php/?id=2087">Michelle Morgan</a> from Clix Marketing, who talked about bringing people back into the funnel.</p> <img class="aligncenter wp-image-242653 size-medium" src="https://marketingland.com/wp-content/ml-loads/2018/06/Michelle-Morgan-SMX-Advanced-2018-3-533x400.jpg" alt="" width="533" height="400" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/Michelle-Morgan-SMX-Advanced-2018-3-533x400.jpg 533w, https://marketingland.com/wp-content/ml-loads/2018/06/Michelle-Morgan-SMX-Advanced-2018-3-768x576.jpg 768w, https://marketingland.com/wp-content/ml-loads/2018/06/Michelle-Morgan-SMX-Advanced-2018-3-800x600.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/Michelle-Morgan-SMX-Advanced-2018-3-1376x1032.jpg 1376w, https://marketingland.com/wp-content/ml-loads/2018/06/Michelle-Morgan-SMX-Advanced-2018-3-1044x783.jpg 1044w, https://marketingland.com/wp-content/ml-loads/2018/06/Michelle-Morgan-SMX-Advanced-2018-3-632x474.jpg 632w, https://marketingland.com/wp-content/ml-loads/2018/06/Michelle-Morgan-SMX-Advanced-2018-3-536x402.jpg 536w" sizes="(max-width: 533px) 100vw, 533px" /> <p>When looking at a basic funnel, we typically see four steps:</p> <img class="aligncenter size-large wp-image-242650" src="https://marketingland.com/wp-content/ml-loads/2018/06/michelle1-800x455.png" alt="" width="800" height="455" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/michelle1-800x455.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/michelle1-600x341.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/michelle1-768x437.png 768w, https://marketingland.com/wp-content/ml-loads/2018/06/michelle1.png 1271w" sizes="(max-width: 800px) 100vw, 800px" /> <p>As B2B marketers, our goal should be to turn the stereotypical “funnel” into a shape that makes it easier for users to slide down. How do we do this? Michelle breaks it down.</p> <p><strong>Make users come back happy</strong>. One of the worst things we can do to try and move users along the funnel is crappy remarketing.</p> <p>For example, let’s say you were trying to get users to download a white paper in your initial campaign. What if they don’t convert off the white paper? Don’t remarket to users who didn’t visit the confirmation page for the past 90 days. Break the audiences down into lower cookie durations. Change your CTA as the time decay flows. Have a firm CTA in the initial 30 days, but soften it after 90 days. Test this same strategy with your offers, too. Try different content (e-book vs. white paper) to see if that makes a difference.</p> <p><strong>Moving down the funnel.</strong> If you’re not doing lead scoring, you’re missing out. Michelle had some great examples of creating a point system with a set threshold to move users down your strategy. Come up with a system where the user maintains a certain “worth” during an agreed upon time duration to know which audience the user actually belongs to, and how they should be marketed.</p> <img class="aligncenter size-large wp-image-242651" src="https://marketingland.com/wp-content/ml-loads/2018/06/michelle2-800x455.png" alt="" width="800" height="455" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/michelle2-800x455.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/michelle2-600x341.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/michelle2-768x437.png 768w, https://marketingland.com/wp-content/ml-loads/2018/06/michelle2.png 1267w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Push users to new content they may not have seen before. Also, move users away from content they have already seen to avoid annoying people with the same message over and over. For users with too low a score, depending on your scoring system, create new lists and re-engage through other marketing channels.</p> <p><strong>Closing the deal.</strong> Win back stalled opportunities with specialized messaging. Sometimes people are deep in the funnel but get stuck for some reasons we can’t easily understand. LinkedIn Sponsored InMail is great. Users only see one ad in their InMail once every 45 days, so you don’t have to worry about bugging users.</p> <p>Using the LinkedIn ad, offer something they can’t get anywhere else.</p> <p>Act like a sales rep and work within your customer relationship management (CRM) system. Don’t stop at contacts, look at business targeting. People leave companies all the time, so target the business on LinkedIn, which will be far more accurate than any company targeting on Facebook.</p> <p>The story is for users. Keep the users’ end goal in mind instead of your own. It’s okay to pick an emotion so your ads don&#8217;t seem stuffy. Graphics are great for content, while real-world images are better suited for non-content.</p> <p>Carousel ads let the person pick the story or let your customers tell the actual story with testimonials.</p> <p><strong>Presentation deck:</strong> <a href="https://www.slideshare.net/SearchMarketingExpo/back-to-the-funnel-winning-back-b2b-users-in-social-by-michelle-morgan">Back to the Funnel: Winning Back B2B Users in Social</a></p> <h2>Susan Wenograd</h2> <p>Last but not least was <a href="https://searchengineland.com/author/susan-wenograd">Susan Wenograd</a>.</p> <img class="aligncenter size-medium wp-image-242654" src="https://marketingland.com/wp-content/ml-loads/2018/06/Susan-Wenograd-SMX-Advanced-2018-1-533x400.jpg" alt="" width="533" height="400" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/Susan-Wenograd-SMX-Advanced-2018-1-533x400.jpg 533w, https://marketingland.com/wp-content/ml-loads/2018/06/Susan-Wenograd-SMX-Advanced-2018-1-768x576.jpg 768w, https://marketingland.com/wp-content/ml-loads/2018/06/Susan-Wenograd-SMX-Advanced-2018-1-800x600.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/Susan-Wenograd-SMX-Advanced-2018-1-1376x1032.jpg 1376w, https://marketingland.com/wp-content/ml-loads/2018/06/Susan-Wenograd-SMX-Advanced-2018-1-1044x783.jpg 1044w, https://marketingland.com/wp-content/ml-loads/2018/06/Susan-Wenograd-SMX-Advanced-2018-1-632x474.jpg 632w, https://marketingland.com/wp-content/ml-loads/2018/06/Susan-Wenograd-SMX-Advanced-2018-1-536x402.jpg 536w" sizes="(max-width: 533px) 100vw, 533px" /> <p>“The Princess Bride” fans rejoiced when Susan mentioned she was going to show why Inigo Montoya is the perfect storyteller, and how he can help your business. Many brands think all storytelling is going to be great. They assume every story they tell is going to surprise and delight their audience. We see many brands tell stories that only talk about themselves and assume users are going to want to buy just based on a brand story.</p> <p><strong>Ask the user to find out (without asking). </strong>Think about what Inigo would do if you asked him a question, and he’d start rambling on about a bunch of facts just like a feature-based ad. Susan had a client who was running a lot of feature-based ads showcasing what the product does, the technology behind it and so on. Very stat-based, right?</p> <p>Average click-through rate (CTR) for these ads was 1.2 percent. When looking at the assets the client had, Susan noticed users always seemed to be skeptical initially. Once the users found out about how great the product was, they had no problem admitting they were wrong. Susan asked, “Why weren’t we running this in the ad copy?” She ditched all the benefits-and-features ad copy and used a customer-made video echoing her discoveries.</p> <img class="aligncenter wp-image-242659 size-large" src="https://marketingland.com/wp-content/ml-loads/2018/06/susan1-800x454.png" alt="" width="800" height="454" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/susan1-800x454.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/susan1-600x340.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/susan1-768x436.png 768w, https://marketingland.com/wp-content/ml-loads/2018/06/susan1.png 1264w" sizes="(max-width: 800px) 100vw, 800px" /> <p>The story-based ad copy quantifies belonging to a community. CTR doubled and helped inform how to improve more than just ads. The new approach also informed how to improve landing page design.</p> <p><strong>Use what’s memorable and don’t fight it. </strong>Do you remember the name of the six-fingered man in “The Princess Bride?” Of course you don’t, you just remember that he’s the six-fingered man. (His name is Count Rogen, in case you really wanted to know).</p> <p>Brands feel they know what story to tell, but people will be the ones to dictate what story you should be telling.</p> <p>Consumers control the story, not the brand. Find out what people are searching for and use that in your marketing. Consider creating new landing pages that actually speak to what your users are calling your products or services. Then use those landing page visits as the proper page to create Facebook audiences and then lookalike audiences for a better higher-funnel strategy.</p> <p><strong>Sometimes, you just can&#8217;t run.</strong> In a different strategy, Susan had a client who was the face of a new company, while also being well-known from his previous company. Even though the client wanted to separate himself from the old company, he was the six-fingered man. He was the story. They started making “helpful tip” webisodes featuring Susan’s client to leverage his notoriety. Instead of running video views, they tried post engagements after seeing people were naturally engaging due to the story content.</p> <p>CPMs went from over $5.00 to under $3.90. They focused on the story versus what the company does and saw results improve.</p> <p><strong>Our brains are crushed with information daily. </strong>Ask Inigo Montoya who he is, and he’ll tell you over and over and over:</p> <blockquote><p>Hello. I am Inigo Montoya. You killed my father. Prepare to die.</p></blockquote> <p>It may be repetitive, but fans of the movies know the quote by heart because they’ve heard it so many times. In marketing, it’s okay for storytelling to repeat the same information more than once. Why? Check this out.</p> <img class="aligncenter wp-image-242664 size-large" src="https://marketingland.com/wp-content/ml-loads/2018/06/susan2-800x460.png" alt="" width="800" height="460" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/susan2-800x460.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/susan2-600x345.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/susan2-768x441.png 768w, https://marketingland.com/wp-content/ml-loads/2018/06/susan2.png 1258w" sizes="(max-width: 800px) 100vw, 800px" /> <p>We have to repeat the story, and more importantly, repeat it in multiple places. This type of thinking is going to be extremely important when no one is searching for your brand or products. Susan said it best: “The only way to expand search is to expand the people who will search for your brand.” When you tell your brand story long enough, your language will become your customers’.</p> <p><strong>Presentation deck:</strong> <a href="https://www.slideshare.net/SearchMarketingExpo/the-inigo-montoya-guide-to-storytelling-in-paid-social-by-susan-wenograd">The Inigo Montoya Guide to Storytelling in Paid Social</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/smx-advanced-2018-session-recap-storytelling-with-social-ads-that-sell-242598">SMX Advanced 2018 Session Recap: Storytelling with Social Ads that Sell</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Technology That Will Revolutionize the Way You Think About Search by @jeremyknauff http://tracking.feedpress.it/link/13962/9497910 Search Engine Journal urn:uuid:5276edf3-aa30-645e-c014-449dd831c9c4 Tue, 19 Jun 2018 13:45:51 +0000 <p>Want to remain competitive in the coming years? Understand these key areas that are set to revolutionalize the search landscape.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/search-engine-technology/256223/">Technology That Will Revolutionize the Way You Think About Search by @jeremyknauff</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9497910.gif" height="1" width="1"/> SEO for Ecommerce: How to Write Meta & Product Descriptions by @jennyhalasz http://tracking.feedpress.it/link/13962/9497474 Search Engine Journal urn:uuid:e3c774b4-297b-f31f-d54e-a85ebe4784cd Tue, 19 Jun 2018 12:45:27 +0000 <p>Find out the best practices when writing ecommerce product and meta descriptions.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/meta-product-descriptions-ecommerce/256547/">SEO for Ecommerce: How to Write Meta &#038; Product Descriptions by @jennyhalasz</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9497474.gif" height="1" width="1"/> 10 Tips to Get More Local Customers from AdWords & Facebook Ads by @lorenbaker http://tracking.feedpress.it/link/13962/9497098 Search Engine Journal urn:uuid:8715ea24-0b86-cad4-18af-488791b3b9a7 Tue, 19 Jun 2018 11:45:18 +0000 <p>Discover how you can localize paid search and Facebook ads to generate more conversions and revenue.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/10-tips-to-get-more-local-customers-from-adwords-facebook-ads/257627/">10 Tips to Get More Local Customers from AdWords &#038; Facebook Ads by @lorenbaker</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9497098.gif" height="1" width="1"/> 5 things to check if your traffic suddenly drops https://marketingland.com/5-things-to-check-if-your-traffic-suddenly-drops-241936 Marketing Land urn:uuid:73112b74-358d-69c6-6e80-0ca8a9d1bcc7 Tue, 19 Jun 2018 11:30:00 +0000 <p>No one&#8217;s immune to traffic drops, and the causes may be easy to overlook. Still, to avoid barking up the wrong tree, gather the evidence first: look closely at the overall stats for a long enough period in your Google Analytics to see if the traffic spike really looks out of place or if it [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/5-things-to-check-if-your-traffic-suddenly-drops-241936">5 things to check if your traffic suddenly drops</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter wp-image-241946 size-large" src="https://marketingland.com/wp-content/ml-loads/2018/06/traffic-drops-featured-1920x1080-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/traffic-drops-featured-1920x1080-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/traffic-drops-featured-1920x1080-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/traffic-drops-featured-1920x1080-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>No one&#8217;s immune to traffic drops, and the causes may be easy to overlook. Still, to avoid barking up the wrong tree, gather the evidence first: look closely at the overall stats for a long enough period in your <a href="https://analytics.google.com/analytics/" rel="nofollow noopener">Google Analytics</a> to see if the traffic spike really looks out of place or if it might occur due to seasonality, holidays or other patterns inherent to the niche.</p> <p>Another thing to make sure of is that you don&#8217;t miss any pieces of data for certain days or devices. Double-check to see if Google Analytics codes are implemented properly on all pages of your site (here&#8217;s a <a href="http://www.gachecker.com/" rel="nofollow noopener">tracking code checker</a>), if correct snippets for your property are being used and if the code formatting is preserved (your GA tracking code can be found under <em>Admin > Tracking Info > Tracking Code</em>).</p> <p>Once you know for sure the error isn&#8217;t statistical, it&#8217;s time to have a closer look at the symptoms and start digging to find the root cause.</p> <h2>1. Significant changes to your site</h2> <p>Substantial site changes like redesign, migration or content clearout may have pitfalls, potentially subversive, for your SEO. If you have recently been through any, and there&#8217;s a traffic dip out of the blue, pay close attention to the aspects that were involved. The most commonly overlooked issues would concern indexation and crawlability.</p> <p>First, go to <em>Crawl > Crawl Errors</em> in your <a href="https://www.google.com/webmasters/tools/home?hl=en" rel="nofollow noopener">Google Search Console</a> (GSC) and examine the graphs closely to spot any abrupt changes after the renovation.</p> <img class="aligncenter size-full wp-image-241937" src="https://marketingland.com/wp-content/ml-loads/2018/06/screen1.png" alt="" width="800" height="432" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/screen1.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/screen1-600x324.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/screen1-768x415.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>To track down the broken URLs reported by GSC, you can turn to a tool like <a href="https://www.link-assistant.com/website-auditor/?utm_source=searchengineland&#038;utm_medium=traffic-drop&#038;utm_campaign=searchengineland&#038;utm_content=website-auditor-link1" rel="nofollow noopener">WebSite Auditor</a>: create a project for your site and allow a few moments for the app to crawl it in-depth. Find the URLs in the <em>All Resources</em> tab with a <em>Quick Search</em> filter and check the <em>Links to Page</em> section at the bottom to see where the broken links hide.</p> <p>Next, go to<em> Google Index >  Index Status</em>  in GSC and check to see if the number of indexed pages for your site may have drastically decreased. To make sure you haven&#8217;t disallowed anything mistakenly, rebuild your WebSite Auditor project to recrawl the site on behalf of Googlebot. Check the <em>Robots Instructions</em> column under <em>All Resources</em>, showing the directives from your <em>robots.txt</em>, as well as page-level restrictions (<em>X-Robots </em>or<em> noindex tags</em>) and how they apply to each URL.</p> <img class="aligncenter size-full wp-image-241938" src="https://marketingland.com/wp-content/ml-loads/2018/06/screen2.png" alt="" width="800" height="416" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/screen2.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/screen2-600x312.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/screen2-768x399.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <h2>2. Manual search engine penalty</h2> <p>If you have called down the wrath of Google by violating webmaster quality guidelines and got caught by Google&#8217;s human reviewers, you will see a notice in your GSC account in the <em>Search Traffic > Manual Actions</em> section. The site being hacked is one possible reason that lies beyond your control; for such a case, Google has a <a href="http://www.google.com/webmasters/hacked" rel="nofollow noopener">comprehensive recovery guide</a>. Most other reasons are fully under your control and are easier to recover from.</p> <h3>User-generated spam</h3> <p>You can be penalized for spammy and irrelevant links on pages of your site that allow user-generated content. The cure would be to detect the violations and clean up carefully. Further preventive treatment would be moderation, anti-spam measures like a <a href="https://developers.google.com/recaptcha/" rel="nofollow noopener">reCAPTCHA plugin</a> or defaulting the UG content to &#8220;<em>nofollow.</em>&#8221;</p> <h3>Unnatural outgoing lnks, cloaking and sneaky redirects</h3> <p>Those on-page violations may be hard to spot on a site that&#8217;s larger than average, yet <a href="https://www.link-assistant.com/website-auditor/?utm_source=searchengineland&#038;utm_medium=traffic-drop&#038;utm_campaign=searchengineland&#038;utm_content=website-auditor-link2" rel="nofollow noopener">WebSite Auditor</a> can lift that burden for you again.</p> <p>If the penalty refers to unnatural linking, go to <em>All Resources</em> and review the list of all external links from your site. Get rid of the paid links and links gained through evident link exchange.</p> <img class="aligncenter wp-image-241939 size-full" src="https://marketingland.com/wp-content/ml-loads/2018/06/screen3.png" alt="" width="800" height="512" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/screen3.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/screen3-600x384.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/screen3-768x492.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>If you&#8217;re punished for sneaky redirects, make sure none of the redirects lead from your site to anywhere unforeseen or suspicious. Check the <em>Pages with 301/302 redirects </em>and<em> meta refresh</em> sections under <em>Site Audit</em> to revise all the destination URLs.</p> <img class="aligncenter wp-image-241940 size-full" src="https://marketingland.com/wp-content/ml-loads/2018/06/screen4.png" alt="" width="800" height="497" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/screen4.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/screen4-600x373.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/screen4-768x477.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>As for cloaking, ensure that your pages return the same content to a user in a browser and to a search engine bot. To see your site from Google&#8217;s perspective, crawl it with the <a href="https://support.google.com/webmasters/answer/6066468?visit_id=1-636631897046635287-3924713833&#038;rd=2" rel="nofollow noopener">Fetch as Google tool</a>, and check for any discrepancies.</p> <h3>Thin or duplicate content</h3> <p>Having too many pages that provide too little meaningful content may trigger a thin content penalty. These may be category pages with loads of links and only a few lines of text, thin local landings instead of one information-rich store locator or other need-to-have pages with no value in terms of content. Those are better off merged or hidden, as all the accessible content adds up to the overall quality of your site.</p> <p>To find the peacebreakers, turn back to your WebSite Auditor project. Add the <em>Word Count </em>column to your workspace, click on its header to sort the URLs, and check if there are too many pages with thin content. You may also pay attention to the ratio between the word count and the number of <em>Links From Page</em>.</p> <img class="aligncenter wp-image-241941 size-full" src="https://marketingland.com/wp-content/ml-loads/2018/06/screen5.png" alt="" width="800" height="340" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/screen5.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/screen5-600x255.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/screen5-768x326.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>To spot the pages that are likely to be duplicated or very similar, check the <em>Duplicate Titles </em>and<em> Duplicate Meta Descriptions</em> sections under <em>Site Audit</em>.</p> <h3>Unnatural links to your site</h3> <p>To find the culprits here, fire up <a href="https://www.link-assistant.com/seo-spyglass/?utm_source=searchengineland&#038;utm_medium=traffic-drop&#038;utm_campaign=searchengineland&#038;utm_content=seo-spyglass-link1" rel="nofollow noopener">SEO SpyGlass</a>: create a project for your site and choose <em>SEO PowerSuite Backlink Explorer</em> in tandem with <em>Google Search Console</em> (connect the GSC account associated with your site). Once the backlinks are gathered, switch to <em>Linking Domains</em> and go to <em>Link Penalty Risk</em> workspace, select the domains and click <em>Update Penalty Risk</em>.</p> <img class="aligncenter wp-image-241942 size-full" src="https://marketingland.com/wp-content/ml-loads/2018/06/screen6.png" alt="" width="800" height="398" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/screen6.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/screen6-600x299.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/screen6-768x382.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p><em>Penalty Risk</em> column will show the likelihood of getting penalized for any link, considering the sites&#8217; quality and your backlink profile diversity. The domains with penalty risk <strong>higher than 50 percent</strong> are worth manual revision. The ones you decide to take down can be disavowed right from the tool (select > right-click > <em>Disavow Domains</em>). The ready-to-submit disavow file can be exported from the <em>Preferences > Disavow/Blacklist Backlinks</em> menu.</p> <p>Once you&#8217;ve cleaned up the mess, submit a reconsideration request to Google: click to <em>Request A Review</em> under <em>Manual Actions</em> in your GSC.</p> <h2>3. Google algorithm update</h2> <p>Google is evolving without a break: it tweaks and rolls something out every once in a while. If traffic decline corresponds to any update rollout, investigate the factors triggering it.</p> <p>New core updates (and renewals to well-known algos) would normally be all over the SEO news, so you should be able to find out what they are about.</p> <p>Narrowly focused and niche-specific updates, however, may not get covered right away, so it&#8217;s a good idea to keep an eye on SERP fluctuations for your niche keywords to spot any unusual shakeups. <a href="https://www.link-assistant.com/rank-tracker/?utm_source=searchengineland&#038;utm_medium=traffic-drop&#038;utm_campaign=searchengineland&#038;utm_content=rank-tracker-link1" rel="nofollow noopener">Rank Tracker</a> is there to help: in the bottom tab of the <em>Rank Tracking</em> module, you can go to <em>SERP Analysis</em> and click to <em>Record SERP Data</em>. The tool will gather the top 30 pages for your keywords with each ranking check and accumulate the results in the <em>SERP History</em> table.</p> <p>The <em>Fluctuation Graph</em> will reflect any suspicious fluctuations for individual keywords and the whole project. The <em>SERP History</em> table will show the dropped URLs so that you could investigate a possible cause by analyzing pages&#8217; common traits.</p> <img class="aligncenter wp-image-241943 size-full" src="https://marketingland.com/wp-content/ml-loads/2018/06/screen7.png" alt="" width="800" height="332" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/screen7.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/screen7-600x249.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/screen7-768x319.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <h2>4. Valuable backlinks lost</h2> <p>Losing backlinks may hurt your visibility and traffic big times, especially if your site doesn&#8217;t have loads of backlinks overall. If the traffic drop affected most keywords and pages, check for any noticeable changes to your backlink profile. Back in <a href="https://www.link-assistant.com/seo-spyglass/?utm_source=searchengineland&#038;utm_medium=traffic-drop&#038;utm_campaign=searchengineland&#038;utm_content=seo-spyglass-link2" rel="nofollow noopener">SEO SpyGlass</a>, you can look through the <em>Summary</em> section to see if the <em>Backlink Progress</em> graph went down recently.</p> <p>If so, you can track the lost links by updating <em>Backlink Page Info</em> factor for the backlinks. In the <em>Links Back</em> column, you&#8217;ll see the real-time status of each; the <em>Last Found Date</em> column will give a hint as to when you may have lost any. If possible, contact website owners personally to get the crucial links back.</p> <img class="aligncenter wp-image-241944 size-full" src="https://marketingland.com/wp-content/ml-loads/2018/06/screen8.png" alt="" width="800" height="414" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/screen8.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/screen8-600x311.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/screen8-768x397.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <h2>5. Competitors and SERPs changes</h2> <p>If the traffic drop is rather moderate or specific to certain keywords, some of your pages may have gone a few results down the SERPs. To investigate, turn back to <em>SERP History</em> tab in <a href="https://www.link-assistant.com/rank-tracker/?utm_source=searchengineland&#038;utm_medium=traffic-drop&#038;utm_campaign=searchengineland&#038;utm_content=rank-tracker-link2" rel="nofollow noopener">Rank Tracker</a>: you may notice new kinds of results on some SERPs that now answer your target queries directly in a <em>Featured Snippet</em>,<em> Knowledge Graph </em>or<em> Answer Box.</em> That would be one good reason to <a href="https://www.link-assistant.com/news/how-to-get-a-featured-snippet.html?utm_source=searchengineland&#038;utm_medium=traffic-drop&#038;utm_campaign=searchengineland&#038;utm_content=blog-position-zero" rel="nofollow noopener">consider optimizing for position 0</a>.</p> <p>If rankings and traffic are lost to a competitor, try reverse-engineering the upranked pages and find the aspect where you fall behind. Are the pages mobile-optimized as opposed to yours, was the content significantly renewed, new backlinks gained? Or perhaps schema markup made the result stand out and entice your clicks. Think of catching up on weak spots you discover.</p> <img class="aligncenter size-full wp-image-241945" src="https://marketingland.com/wp-content/ml-loads/2018/06/screen9.png" alt="" width="800" height="390" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/screen9.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/screen9-600x293.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/screen9-768x374.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Finally, it may happen that your competitors set up a PPC campaign and started biding on keywords you rank high for, and now their ads show up on SERPs and drive the traffic away from the top organic results including yours. If that&#8217;s the case, you may consider overbidding the competitor if given keywords are of high importance to you or shifting your focus to other target queries.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/5-things-to-check-if-your-traffic-suddenly-drops-241936">5 things to check if your traffic suddenly drops</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> How to Optimize Your Instagram Profile for Business https://www.socialmediaexaminer.com/how-to-optimize-instagram-profile-for-business/ Social Media Examiner urn:uuid:68496a94-5145-9581-1ea0-03b938da9886 Tue, 19 Jun 2018 10:00:31 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/instagram-profile-how-to-optimize-business-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/instagram-profile-how-to-optimize-business-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/instagram-profile-how-to-optimize-business-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/instagram-profile-how-to-optimize-business-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/instagram-profile-how-to-optimize-business-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/instagram-profile-how-to-optimize-business-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/instagram-profile-how-to-optimize-business-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/instagram-profile-how-to-optimize-business-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/instagram-profile-how-to-optimize-business-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/instagram-profile-how-to-optimize-business-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/instagram-profile-how-to-optimize-business-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to make a stronger first impression with your Instagram profile? Wondering how to add branding and personality to your Instagram bio? In this article, you&#8217;ll discover useful tips to help you build and optimize an Instagram profile for business. #1: Choose a Quality Profile Photo That Reflects Your Branding First and foremost, your Instagram <a class="read-more" href="https://www.socialmediaexaminer.com/how-to-optimize-instagram-profile-for-business/">[...]</a></p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-optimize-instagram-profile-for-business/">How to Optimize Your Instagram Profile for Business</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.</p> Why Content Marketing Is a Fool-Proof SEO Strategy Today by @HoleksaWilliam http://tracking.feedpress.it/link/13962/9494764 Search Engine Journal urn:uuid:e481c1eb-abb3-a141-ec59-d79984227c6d Tue, 19 Jun 2018 06:00:37 +0000 <p>Content marketing is key to your link building and SEO success. Here are two case studies that show the potential.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/content-marketing-fool-proof-seo-strategy-today/255885/">Why Content Marketing Is a Fool-Proof SEO Strategy Today by @HoleksaWilliam</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9494764.gif" height="1" width="1"/> Google My Business Now Shows Store Return Policies by @MattGSouthern http://tracking.feedpress.it/link/13962/9493588 Search Engine Journal urn:uuid:ca0a7dc1-2081-901a-cd8e-731893dd3326 Tue, 19 Jun 2018 02:48:21 +0000 <p>Google has started showing store return policies within Google My Business listings in local search results.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-business-now-shows-store-return-policies/257737/">Google My Business Now Shows Store Return Policies by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9493588.gif" height="1" width="1"/> Google Maps Can No Longer Book Uber Rides by @MattGSouthern http://tracking.feedpress.it/link/13962/9493168 Search Engine Journal urn:uuid:4f1da520-824e-ae1f-de5a-7d98704c4015 Tue, 19 Jun 2018 02:02:59 +0000 <p>Google has removed the ability for users to book rides with Uber directly though the Google Maps app.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-maps-can-no-longer-book-uber-rides/257729/">Google Maps Can No Longer Book Uber Rides by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9493168.gif" height="1" width="1"/> Google Search Console Search Analytics API Can Now Access 16 Months of Data by @MattGSouthern http://tracking.feedpress.it/link/13962/9492809 Search Engine Journal urn:uuid:6dfce9d1-758f-2173-fcac-fb0f575a4d04 Tue, 19 Jun 2018 00:47:55 +0000 <p>Google has expanded the amount of data accessible by the Search Console Search Analytics API to 16 months.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-search-console-search-analytics-api-can-now-access-16-months-data/257715/">Google Search Console Search Analytics API Can Now Access 16 Months of Data by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9492809.gif" height="1" width="1"/> An 8-Point Checklist for Debugging Strange Technical SEO Problems http://tracking.feedpress.it/link/9375/9495403 Moz Blog urn:uuid:75b593c1-66a8-c512-7eef-21ca7343390f Tue, 19 Jun 2018 00:18:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/4069295\">Dom-Woodman</a></p><p>Occasionally, a problem will land on your desk that's a little out of the ordinary. Something where you don't have an easy answer. You go to your brain and your brain returns nothing. </p><p>These problems can’t be solved with a little bit of keyword research and basic technical configuration. These are the types of technical SEO problems where the rabbit hole goes deep. </p><p>The very nature of these situations defies a checklist, but it's useful to have one for the same reason we have them on planes: even the best of us can and will forget things, and a checklist will provvide you with places to dig.<br></p><hr><p>Fancy some examples of strange SEO problems? Here are four examples to mull over while you read. We’ll answer them at the end. </p><p><strong>1. Why wasn’t Google showing 5-star markup on product pages?</strong> </p><ul> <li>The pages had server-rendered product markup and they also had Feefo product markup, including ratings being attached client-side. </li> <li>The Feefo ratings snippet was successfully rendered in Fetch & Render, plus the mobile-friendly tool. </li> <li>When you put the rendered DOM into the structured data testing tool, both pieces of structured data appeared without errors.</li> </ul><p><strong>2. Why wouldn’t Bing display 5-star markup on review pages, when Google would?</strong> </p><ul> <li>The review pages of client & competitors all had rating rich snippets on Google. </li> <li>All the competitors had rating rich snippets on Bing; however, the client did not. </li> <li>The review pages had correctly validating ratings schema on Google’s structured data testing tool, but did not on Bing.</li> </ul><p><strong>3. Why were pages getting indexed with a no-index tag?</strong> </p><ul> <li>Pages with a server-side-rendered no-index tag in the head were being indexed by Google across a large template for a client.</li> </ul><p><strong>4. Why did any page on a website return a 302 about 20–50% of the time, but only for crawlers?</strong> </p><ul> <li>A website was randomly throwing 302 errors.</li> <li>This never happened in the browser and only in crawlers.</li> <li>User agent made no difference; location or cookies also made no difference.</li> </ul><hr><p>Finally, a quick note. It’s entirely possible that some of this checklist won’t apply to every scenario. That’s totally fine. It’s meant to be a process for everything you <em>could </em>check, not everything you <em>should </em>check.</p><h2>The pre-checklist check</h2><h2></h2><h3>Does it actually matter?</h3><p>Does this problem only affect a tiny amount of traffic? Is it only on a handful of pages and you already have a big list of other actions that will help the website? You probably need to just drop it. </p><p>I know, I hate it too. I also want to be right and dig these things out. But in six months' time, when you've solved twenty complex SEO rabbit holes and your website has stayed flat because you didn't re-write the title tags, you're still going to get fired. </p><p>But hopefully that's not the case, in which case, onwards! </p><h2></h2><h3>Where are you seeing the problem?</h3><p>We don’t want to waste a lot of time. Have you heard this wonderful saying?: <em>“If you hear hooves, it’s probably not a zebra.”</em> </p><p>The process we’re about to go through is fairly involved and it’s entirely up to your discretion if you want to go ahead. Just make sure you’re not overlooking something obvious that would solve your problem. Here are some common problems I’ve come across that were mostly horses. </p><ol> <li><strong>You’re underperforming from where you should be.</strong> <ol> <li>When a site is under-performing, people love looking for excuses. Weird Google nonsense can be quite a handy thing to blame. In reality, it’s typically some combination of a poor site, higher competition, and a failing brand. Horse.</li> </ol></li> <li><strong>You’ve suffered a sudden traffic drop.</strong> <ol> <li>Something has certainly happened, but this is probably not the checklist for you. There are plenty of common-sense checklists for this. I’ve written about <a href="https://www.domwoodman.com/posts/why-has-organic-traffic-dropped---a-step-by-step-checklist/" target="_blank">diagnosing traffic drops</a> recently — check that out first.</li> </ol></li> <li><strong>The wrong page is ranking for the wrong query.</strong> <ol> <li>In my experience (which should probably preface this entire post), this is usually a basic problem where a site has poor targeting or a lot of cannibalization. Probably a horse.</li> </ol></li> </ol><p>Factors which make it more likely that you’ve got a more complex problem which require you to don your debugging shoes: </p><ul> <li>A website that has a lot of client-side JavaScript.</li> <li>Bigger, older websites with more legacy.</li> <li>Your problem is related to a new Google property or feature where there is less community knowledge.</li> </ul><h2>1. Start by picking some example pages.</h2><p>Pick a couple of example pages to work with — ones that exhibit whatever problem you're seeing. No, this won't be representative, but we'll come back to that in a bit. </p><p>Of course, if it only affects a tiny number of pages then it might actually be representative, in which case we're good. It definitely matters, right? You didn't just skip the step above? OK, cool, let's move on. </p><h2>2. Can Google crawl the page once?</h2><p>First we’re checking whether Googlebot has access to the page, which we’ll define as a 200 status code. </p><p>We’ll check in four different ways to expose any common issues: </p><ol> <li><strong>Robots.txt: </strong>Open up Search Console and check in the robots.txt validator.</li> <li><strong>User agent: </strong>Open Dev Tools and verify that you can open the URL with both Googlebot and Googlebot Mobile. <ol> <li>To get the user agent switcher, open Dev Tools.</li> <li>Check the console drawer is open (the toggle is the Escape key)</li> <li>Hit the … and open "Network conditions"</li> <li>Here, select your user agent!</li> </ol></li> </ol><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/checklist-strange-technical-seo-problems/5b2899443125c6.44946575.png"> </p><ol> <li><strong>IP Address: </strong>Verify that you can access the page with the <a href="https://search.google.com/test/mobile-friendly" target="_blank">mobile testing tool</a>. (This will come from one of the IPs used by Google; any checks you do from your computer won't.)</li> <li><strong>Country: </strong>The mobile testing tool will visit from US IPs, from what I've seen, so we get two birds with one stone. But Googlebot will occasionally crawl from non-American IPs, so it’s also worth using a VPN to double-check whether you can access the site from any other relevant countries. <ol> <li>I’ve used <a href="https://www.hidemyass.com/en-gb/index" target="_blank">HideMyAss</a> for this before, but whatever VPN you have will work fine.</li> </ol></li> </ol><p>We should now have an idea whether or not Googlebot is struggling to fetch the page once. </p><h3>Have we found any problems yet?</h3><p>If we can re-create a failed crawl with a simple check above, then it’s likely Googlebot is probably failing consistently to fetch our page and it’s typically one of those basic reasons. </p><p>But it might not be. Many problems are inconsistent because of the nature of technology. ;) </p><h2>3. Are we telling Google two different things?</h2><p>Next up: Google can find the page, but are we confusing it by telling it two different things? </p><p>This is most commonly seen, in my experience, because someone has messed up the indexing directives. </p><p>By "indexing directives," I’m referring to any tag that defines the correct index status or page in the index which should rank. Here’s a non-exhaustive list: </p><ul> <li>No-index</li> <li>Canonical</li> <li>Mobile alternate tags</li> <li>AMP alternate tags</li> </ul><p>An example of providing mixed messages would be: </p><ul> <li>No-indexing page A</li> <li>Page B canonicals to page A</li> </ul><p>Or: </p><ul> <li>Page A has a canonical in a header to A with a parameter</li> <li>Page A has a canonical in the body to A without a parameter</li> </ul><p>If we’re providing mixed messages, then it’s not clear how Google will respond. It’s a great way to start seeing strange results. </p><p>Good places to check for the indexing directives listed above are: </p><ul> <li>Sitemap <ul> <li>Example: Mobile alternate tags can sit in a sitemap</li> </ul></li> <li>HTTP headers <ul> <li>Example: Canonical and meta robots can be set in headers.</li> </ul></li> <li>HTML head <ul> <li>This is where you’re probably looking, you’ll need this one for a comparison.</li> </ul></li> <li>JavaScript-rendered vs hard-coded directives <ul> <li>You might be setting one thing in the page source and then rendering another with JavaScript, i.e. you would see something different in the HTML source from the rendered DOM.</li> </ul></li> <li>Google Search Console settings <ul> <li>There are Search Console settings for ignoring parameters and country localization that can clash with indexing tags on the page.</li> </ul></li> </ul><h3>A quick aside on rendered DOM</h3><p>This page has a lot of mentions of the rendered DOM on it (18, if you’re curious). Since we’ve just had our first, here’s a quick recap about what that is. </p><p>When you load a webpage, the first request is the HTML. This is what you see in the HTML source (right-click on a webpage and click View Source). </p><p>This is before JavaScript has done anything to the page. This didn’t use to be such a big deal, but now so many websites rely heavily on JavaScript that the most people quite reasonably won’t trust the the initial HTML. </p><p>Rendered DOM is the technical term for a page, when all the JavaScript has been rendered and all the page alterations made. You can see this in Dev Tools. </p><p class="full-width">In Chrome you can get that by right clicking and hitting inspect element (or Ctrl + Shift + I). The Elements tab will show the DOM as it’s being rendered. When it stops flickering and changing, then you’ve got the rendered DOM!<img src="http://d2v4zi8pl64nxt.cloudfront.net/checklist-strange-technical-seo-problems/5b2899451ac664.59508354.png"> </p><h2>4. Can Google crawl the page consistently?</h2><p>To see what Google is seeing, we're going to need to get log files. At this point, we can check to see how it is accessing the page. </p><p><em><strong>Aside: </strong></em><em>Working with logs is an entire post in and of itself. I’ve written a guide to </em><a href="https://www.distilled.net/resources/guide-to-log-analysis-with-big-query/"><em>log analysis with BigQuery</em></a><em>, I’d also really recommend trying out </em><a href="https://www.screamingfrog.co.uk/log-file-analyser/"><em>Screaming Frog Log Analyzer</em></a><em>, which has done a great job of handling a lot of the complexity around logs.</em> </p><p>When we’re looking at crawling there are three useful checks we can do: </p><ol> <li><strong>Status codes: </strong>Plot the status codes over time. Is Google seeing different status codes than you when you check URLs?</li> <li><strong>Resources: </strong>Is Google downloading all the resources of the page? <ol> <li>Is it downloading all your site-specific JavaScript and CSS files that it would need to generate the page?</li> </ol></li> <li><strong>Page size follow-up: </strong>Take the max and min of all your pages and resources and diff them. If you see a difference, then Google might be failing to fully download all the resources or pages. (Hat tip to <a href="https://twitter.com/ohgm" target="_blank">@ohgm</a>, where I first heard this neat tip).</li> </ol><h3>Have we found any problems yet?</h3><p>If Google isn't getting 200s consistently in our log files, but we can access the page fine when we try, then there is clearly still some differences between Googlebot and ourselves. What might those differences be? </p><ol> <li>It will crawl more than us</li> <li>It is obviously a bot, rather than a human pretending to be a bot</li> <li>It will crawl at different times of day</li> </ol><p>This means that: </p><ul> <li>If our website is doing clever bot blocking, it might be able to differentiate between us and Googlebot.</li> <li>Because Googlebot will put more stress on our web servers, it might behave differently. When websites have a lot of bots or visitors visiting at once, they might take certain actions to help keep the website online. They might turn on more computers to power the website (this is called scaling), they might also attempt to rate-limit users who are requesting lots of pages, or serve reduced versions of pages.</li> <li>Servers run tasks periodically; for example, a listings website might run a daily task at 01:00 to clean up all it’s old listings, which might affect server performance.</li> </ul><p>Working out what’s happening with these periodic effects is going to be fiddly; you’re probably going to need to talk to a back-end developer. </p><p>Depending on your skill level, you might not know exactly where to lead the discussion. A useful structure for a discussion is often to talk about how a request passes through your technology stack and then look at the edge cases we discussed above. </p><ul> <li>What happens to the servers under heavy load?</li> <li>When do important scheduled tasks happen?</li> </ul><p>Two useful pieces of information to enter this conversation with: </p><ol> <li>Depending on the regularity of the problem in the logs, it is often worth trying to re-create the problem by attempting to crawl the website with a crawler at the same speed/intensity that Google is using to see if you can find/cause the same issues. This won’t always be possible depending on the size of the site, but for some sites it will be. Being able to consistently re-create a problem is the best way to get it solved.</li> <li>If you can’t, however, then try to provide the exact periods of time where Googlebot was seeing the problems. This will give the developer the best chance of tying the issue to other logs to let them debug what was happening.</li> </ol><p>If Google can crawl the page consistently, then we move onto our next step. </p><h2>5. Does Google see what I can see on a one-off basis?</h2><p>We know Google is crawling the page correctly. The next step is to try and work out what Google is seeing on the page. If you’ve got a JavaScript-heavy website you’ve probably banged your head against this problem before, but even if you don’t this can still sometimes be an issue. </p><p>We follow the same pattern as before. First, we try to re-create it once. The following tools will let us do that: </p><ul> <li>Fetch & Render <ul> <li>Shows: Rendered DOM in an image, but only returns the page source HTML for you to read.</li> </ul></li> <li>Mobile-friendly test <ul> <li>Shows: Rendered DOM and returns rendered DOM for you to read.</li> <li>Not only does this show you rendered DOM, but it will also track any console errors.</li> </ul></li> </ul><p>Is there a difference between Fetch & Render, the mobile-friendly testing tool, and Googlebot? Not really, with the exception of timeouts (which is why we have our later steps!). Here’s the <a href="https://www.domwoodman.com/posts/differences-between-fr-googlebot-and-the-mobile-friendly-test/" target="_blank">full analysis of the difference</a> between them, if you’re interested. </p><p>Once we have the output from these, we compare them to what we ordinarily see in our browser. I’d recommend using a tool like <a href="https://www.diffchecker.com/" target="_blank">Diff Checker</a> to compare the two. </p><h3>Have we found any problems yet?</h3><p>If we encounter meaningful differences at this point, then in my experience it’s typically either from JavaScript or cookies </p><p>Why? </p><ul> <li><a href="http://www.tomanthony.co.uk/blog/googlebot-accepting-cookies/" target="_blank">Googlebot crawls with cookies cleared between page requests</a></li> <li>Googlebot renders with <a href="https://www.google.co.uk/search?q=web+rendering+service+google&oq=web+rendering+service+google&aqs=chrome..69i57j69i64.4883j0j7&sourceid=chrome&ie=UTF-8" target="_blank">Chrome 41</a>, which doesn’t support all modern JavaScript.</li> </ul><p>We can isolate each of these by: </p><ul> <li>Loading the page with no cookies. This can be done simply by loading the page with a fresh incognito session and comparing the rendered DOM here against the rendered DOM in our ordinary browser.</li> <li>Use the <a href="https://search.google.com/test/mobile-friendly">mobile testing tool</a> to see the page with Chrome 41 and compare against the rendered DOM we normally see with Inspect Element.</li> </ul><p>Yet again we can compare them using something like <a href="https://www.diffchecker.com/" target="_blank">Diff Checker</a>, which will allow us to spot any differences. You might want to use an <a href="https://www.10bestdesign.com/dirtymarkup/" target="_blank">HTML formatter</a> to help line them up better. </p><p>We can also see the JavaScript errors thrown using the Mobile-Friendly Testing Tool, which may prove particularly useful if you’re confident in your JavaScript. </p><p>If, using this knowledge and these tools, we can recreate the bug, then we have something that can be replicated and it’s easier for us to hand off to a developer as a bug that will get fixed. </p><p>If we’re seeing everything is correct here, we move on to the next step. </p><h2>6. What is Google actually seeing?</h2><p>It’s possible that what Google is seeing is different from what we recreate using the tools in the previous step. Why? A couple main reasons: </p><ul> <li>Overloaded servers can have all sorts of strange behaviors. For example, they might be returning 200 codes, but perhaps with a default page.</li> <li><a href="https://youtu.be/PFwUbgvpdaQ?t=14m19s" target="_blank">JavaScript is rendered separately from pages being crawled</a> and Googlebot may spend less time rendering JavaScript than a testing tool.</li> <li>There is often a lot of caching in the creation of web pages and this can cause issues. </li> </ul><p>We’ve gotten this far without talking about time! Pages don’t get crawled instantly, and crawled pages don’t get indexed instantly. </p><h3>Quick sidebar: What is caching?</h3><p>Caching is often a problem if you get to this stage. Unlike JS, it’s not talked about as much in our community, so it’s worth some more explanation in case you’re not familiar. Caching is storing something so it’s available more quickly next time. </p><p>When you request a webpage, a lot of calculations happen to generate that page. If you then refreshed the page when it was done, it would be incredibly wasteful to just re-run all those same calculations. Instead, servers will often save the output and serve you the output without re-running them. Saving the output is called caching. </p><p>Why do we need to know this? Well, we’re already well out into the weeds at this point and so it’s possible that a cache is misconfigured and the wrong information is being returned to users. </p><p>There aren’t many good beginner resources on caching which go into more depth. However, I found <a href="https://blog.codeship.com/an-overview-of-caching-methods/" target="_blank">this article on caching basics</a> to be one of the more friendly ones. It covers some of the basic types of caching quite well. </p><h3>How can we see what Google is actually working with?</h3><ul> <li>Google’s cache <ul> <li>Shows: Source code</li> <li>While this won’t show you the rendered DOM, it is showing you the raw HTML Googlebot actually saw when visiting the page. You’ll need to check this with JS disabled; otherwise, on opening it, your browser will run all the JS on the cached version.</li> </ul></li> <li>Site searches for specific content <ul> <li>Shows: A tiny snippet of rendered content.</li> <li>By searching for a specific phrase on a page, e.g. <em>inurl:example.com/url “only JS rendered text”</em>, you can see if Google has manage to index a specific snippet of content. Of course, it only works for visible text and misses a lot of the content, but it's better than nothing!</li> <li>Better yet, do the same thing with a rank tracker, to see if it changes over time.</li> </ul></li> <li>Storing the actual rendered DOM <ul> <li>Shows: Rendered DOM</li> <li>Alex from DeepCrawl has written about <a href="http://ohgm.co.uk/niche-web-rendering-service-findings/" target="_blank">saving the rendered DOM from Googlebot</a>. The TL;DR version: Google will render JS and post to endpoints, so we can get it to submit the JS-rendered version of a page that it sees. We can then save that, examine it, and see what went wrong.</li> </ul></li> </ul><h3>Have we found any problems yet?</h3><p>Again, once we’ve found the problem, it’s time to go and talk to a developer. The advice for this conversation is identical to the last one — everything I said there still applies. </p><p>The other knowledge you should go into this conversation armed with: how Google works and where it can struggle. While your developer will know the technical ins and outs of your website and how it’s built, they might not know much about how Google works. Together, this can help you reach the answer more quickly. </p><p>The obvious source for this are resources or presentations given by Google themselves. Of the various resources that have come out, I’ve found these two to be some of the more useful ones for giving insight into first principles: </p><ul> <li>This excellent talk, <a href="https://www.youtube. <p>Posted by <a href=\"https://moz.com/community/users/4069295\">Dom-Woodman</a></p><p>Occasionally, a problem will land on your desk that's a little out of the ordinary. Something where you don't have an easy answer. You go to your brain and your brain returns nothing. </p><p>These problems can’t be solved with a little bit of keyword research and basic technical configuration. These are the types of technical SEO problems where the rabbit hole goes deep. </p><p>The very nature of these situations defies a checklist, but it's useful to have one for the same reason we have them on planes: even the best of us can and will forget things, and a checklist will provvide you with places to dig.<br></p><hr><p>Fancy some examples of strange SEO problems? Here are four examples to mull over while you read. We’ll answer them at the end. </p><p><strong>1. Why wasn’t Google showing 5-star markup on product pages?</strong> </p><ul> <li>The pages had server-rendered product markup and they also had Feefo product markup, including ratings being attached client-side. </li> <li>The Feefo ratings snippet was successfully rendered in Fetch & Render, plus the mobile-friendly tool. </li> <li>When you put the rendered DOM into the structured data testing tool, both pieces of structured data appeared without errors.</li> </ul><p><strong>2. Why wouldn’t Bing display 5-star markup on review pages, when Google would?</strong> </p><ul> <li>The review pages of client & competitors all had rating rich snippets on Google. </li> <li>All the competitors had rating rich snippets on Bing; however, the client did not. </li> <li>The review pages had correctly validating ratings schema on Google’s structured data testing tool, but did not on Bing.</li> </ul><p><strong>3. Why were pages getting indexed with a no-index tag?</strong> </p><ul> <li>Pages with a server-side-rendered no-index tag in the head were being indexed by Google across a large template for a client.</li> </ul><p><strong>4. Why did any page on a website return a 302 about 20–50% of the time, but only for crawlers?</strong> </p><ul> <li>A website was randomly throwing 302 errors.</li> <li>This never happened in the browser and only in crawlers.</li> <li>User agent made no difference; location or cookies also made no difference.</li> </ul><hr><p>Finally, a quick note. It’s entirely possible that some of this checklist won’t apply to every scenario. That’s totally fine. It’s meant to be a process for everything you <em>could </em>check, not everything you <em>should </em>check.</p><h2>The pre-checklist check</h2><h2></h2><h3>Does it actually matter?</h3><p>Does this problem only affect a tiny amount of traffic? Is it only on a handful of pages and you already have a big list of other actions that will help the website? You probably need to just drop it. </p><p>I know, I hate it too. I also want to be right and dig these things out. But in six months' time, when you've solved twenty complex SEO rabbit holes and your website has stayed flat because you didn't re-write the title tags, you're still going to get fired. </p><p>But hopefully that's not the case, in which case, onwards! </p><h2></h2><h3>Where are you seeing the problem?</h3><p>We don’t want to waste a lot of time. Have you heard this wonderful saying?: <em>“If you hear hooves, it’s probably not a zebra.”</em> </p><p>The process we’re about to go through is fairly involved and it’s entirely up to your discretion if you want to go ahead. Just make sure you’re not overlooking something obvious that would solve your problem. Here are some common problems I’ve come across that were mostly horses. </p><ol> <li><strong>You’re underperforming from where you should be.</strong> <ol> <li>When a site is under-performing, people love looking for excuses. Weird Google nonsense can be quite a handy thing to blame. In reality, it’s typically some combination of a poor site, higher competition, and a failing brand. Horse.</li> </ol></li> <li><strong>You’ve suffered a sudden traffic drop.</strong> <ol> <li>Something has certainly happened, but this is probably not the checklist for you. There are plenty of common-sense checklists for this. I’ve written about <a href="https://www.domwoodman.com/posts/why-has-organic-traffic-dropped---a-step-by-step-checklist/" target="_blank">diagnosing traffic drops</a> recently — check that out first.</li> </ol></li> <li><strong>The wrong page is ranking for the wrong query.</strong> <ol> <li>In my experience (which should probably preface this entire post), this is usually a basic problem where a site has poor targeting or a lot of cannibalization. Probably a horse.</li> </ol></li> </ol><p>Factors which make it more likely that you’ve got a more complex problem which require you to don your debugging shoes: </p><ul> <li>A website that has a lot of client-side JavaScript.</li> <li>Bigger, older websites with more legacy.</li> <li>Your problem is related to a new Google property or feature where there is less community knowledge.</li> </ul><h2>1. Start by picking some example pages.</h2><p>Pick a couple of example pages to work with — ones that exhibit whatever problem you're seeing. No, this won't be representative, but we'll come back to that in a bit. </p><p>Of course, if it only affects a tiny number of pages then it might actually be representative, in which case we're good. It definitely matters, right? You didn't just skip the step above? OK, cool, let's move on. </p><h2>2. Can Google crawl the page once?</h2><p>First we’re checking whether Googlebot has access to the page, which we’ll define as a 200 status code. </p><p>We’ll check in four different ways to expose any common issues: </p><ol> <li><strong>Robots.txt: </strong>Open up Search Console and check in the robots.txt validator.</li> <li><strong>User agent: </strong>Open Dev Tools and verify that you can open the URL with both Googlebot and Googlebot Mobile. <ol> <li>To get the user agent switcher, open Dev Tools.</li> <li>Check the console drawer is open (the toggle is the Escape key)</li> <li>Hit the … and open "Network conditions"</li> <li>Here, select your user agent!</li> </ol></li> </ol><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/checklist-strange-technical-seo-problems/5b2899443125c6.44946575.png"> </p><ol> <li><strong>IP Address: </strong>Verify that you can access the page with the <a href="https://search.google.com/test/mobile-friendly" target="_blank">mobile testing tool</a>. (This will come from one of the IPs used by Google; any checks you do from your computer won't.)</li> <li><strong>Country: </strong>The mobile testing tool will visit from US IPs, from what I've seen, so we get two birds with one stone. But Googlebot will occasionally crawl from non-American IPs, so it’s also worth using a VPN to double-check whether you can access the site from any other relevant countries. <ol> <li>I’ve used <a href="https://www.hidemyass.com/en-gb/index" target="_blank">HideMyAss</a> for this before, but whatever VPN you have will work fine.</li> </ol></li> </ol><p>We should now have an idea whether or not Googlebot is struggling to fetch the page once. </p><h3>Have we found any problems yet?</h3><p>If we can re-create a failed crawl with a simple check above, then it’s likely Googlebot is probably failing consistently to fetch our page and it’s typically one of those basic reasons. </p><p>But it might not be. Many problems are inconsistent because of the nature of technology. ;) </p><h2>3. Are we telling Google two different things?</h2><p>Next up: Google can find the page, but are we confusing it by telling it two different things? </p><p>This is most commonly seen, in my experience, because someone has messed up the indexing directives. </p><p>By "indexing directives," I’m referring to any tag that defines the correct index status or page in the index which should rank. Here’s a non-exhaustive list: </p><ul> <li>No-index</li> <li>Canonical</li> <li>Mobile alternate tags</li> <li>AMP alternate tags</li> </ul><p>An example of providing mixed messages would be: </p><ul> <li>No-indexing page A</li> <li>Page B canonicals to page A</li> </ul><p>Or: </p><ul> <li>Page A has a canonical in a header to A with a parameter</li> <li>Page A has a canonical in the body to A without a parameter</li> </ul><p>If we’re providing mixed messages, then it’s not clear how Google will respond. It’s a great way to start seeing strange results. </p><p>Good places to check for the indexing directives listed above are: </p><ul> <li>Sitemap <ul> <li>Example: Mobile alternate tags can sit in a sitemap</li> </ul></li> <li>HTTP headers <ul> <li>Example: Canonical and meta robots can be set in headers.</li> </ul></li> <li>HTML head <ul> <li>This is where you’re probably looking, you’ll need this one for a comparison.</li> </ul></li> <li>JavaScript-rendered vs hard-coded directives <ul> <li>You might be setting one thing in the page source and then rendering another with JavaScript, i.e. you would see something different in the HTML source from the rendered DOM.</li> </ul></li> <li>Google Search Console settings <ul> <li>There are Search Console settings for ignoring parameters and country localization that can clash with indexing tags on the page.</li> </ul></li> </ul><h3>A quick aside on rendered DOM</h3><p>This page has a lot of mentions of the rendered DOM on it (18, if you’re curious). Since we’ve just had our first, here’s a quick recap about what that is. </p><p>When you load a webpage, the first request is the HTML. This is what you see in the HTML source (right-click on a webpage and click View Source). </p><p>This is before JavaScript has done anything to the page. This didn’t use to be such a big deal, but now so many websites rely heavily on JavaScript that the most people quite reasonably won’t trust the the initial HTML. </p><p>Rendered DOM is the technical term for a page, when all the JavaScript has been rendered and all the page alterations made. You can see this in Dev Tools. </p><p class="full-width">In Chrome you can get that by right clicking and hitting inspect element (or Ctrl + Shift + I). The Elements tab will show the DOM as it’s being rendered. When it stops flickering and changing, then you’ve got the rendered DOM!<img src="http://d2v4zi8pl64nxt.cloudfront.net/checklist-strange-technical-seo-problems/5b2899451ac664.59508354.png"> </p><h2>4. Can Google crawl the page consistently?</h2><p>To see what Google is seeing, we're going to need to get log files. At this point, we can check to see how it is accessing the page. </p><p><em><strong>Aside: </strong></em><em>Working with logs is an entire post in and of itself. I’ve written a guide to </em><a href="https://www.distilled.net/resources/guide-to-log-analysis-with-big-query/"><em>log analysis with BigQuery</em></a><em>, I’d also really recommend trying out </em><a href="https://www.screamingfrog.co.uk/log-file-analyser/"><em>Screaming Frog Log Analyzer</em></a><em>, which has done a great job of handling a lot of the complexity around logs.</em> </p><p>When we’re looking at crawling there are three useful checks we can do: </p><ol> <li><strong>Status codes: </strong>Plot the status codes over time. Is Google seeing different status codes than you when you check URLs?</li> <li><strong>Resources: </strong>Is Google downloading all the resources of the page? <ol> <li>Is it downloading all your site-specific JavaScript and CSS files that it would need to generate the page?</li> </ol></li> <li><strong>Page size follow-up: </strong>Take the max and min of all your pages and resources and diff them. If you see a difference, then Google might be failing to fully download all the resources or pages. (Hat tip to <a href="https://twitter.com/ohgm" target="_blank">@ohgm</a>, where I first heard this neat tip).</li> </ol><h3>Have we found any problems yet?</h3><p>If Google isn't getting 200s consistently in our log files, but we can access the page fine when we try, then there is clearly still some differences between Googlebot and ourselves. What might those differences be? </p><ol> <li>It will crawl more than us</li> <li>It is obviously a bot, rather than a human pretending to be a bot</li> <li>It will crawl at different times of day</li> </ol><p>This means that: </p><ul> <li>If our website is doing clever bot blocking, it might be able to differentiate between us and Googlebot.</li> <li>Because Googlebot will put more stress on our web servers, it might behave differently. When websites have a lot of bots or visitors visiting at once, they might take certain actions to help keep the website online. They might turn on more computers to power the website (this is called scaling), they might also attempt to rate-limit users who are requesting lots of pages, or serve reduced versions of pages.</li> <li>Servers run tasks periodically; for example, a listings website might run a daily task at 01:00 to clean up all it’s old listings, which might affect server performance.</li> </ul><p>Working out what’s happening with these periodic effects is going to be fiddly; you’re probably going to need to talk to a back-end developer. </p><p>Depending on your skill level, you might not know exactly where to lead the discussion. A useful structure for a discussion is often to talk about how a request passes through your technology stack and then look at the edge cases we discussed above. </p><ul> <li>What happens to the servers under heavy load?</li> <li>When do important scheduled tasks happen?</li> </ul><p>Two useful pieces of information to enter this conversation with: </p><ol> <li>Depending on the regularity of the problem in the logs, it is often worth trying to re-create the problem by attempting to crawl the website with a crawler at the same speed/intensity that Google is using to see if you can find/cause the same issues. This won’t always be possible depending on the size of the site, but for some sites it will be. Being able to consistently re-create a problem is the best way to get it solved.</li> <li>If you can’t, however, then try to provide the exact periods of time where Googlebot was seeing the problems. This will give the developer the best chance of tying the issue to other logs to let them debug what was happening.</li> </ol><p>If Google can crawl the page consistently, then we move onto our next step. </p><h2>5. Does Google see what I can see on a one-off basis?</h2><p>We know Google is crawling the page correctly. The next step is to try and work out what Google is seeing on the page. If you’ve got a JavaScript-heavy website you’ve probably banged your head against this problem before, but even if you don’t this can still sometimes be an issue. </p><p>We follow the same pattern as before. First, we try to re-create it once. The following tools will let us do that: </p><ul> <li>Fetch & Render <ul> <li>Shows: Rendered DOM in an image, but only returns the page source HTML for you to read.</li> </ul></li> <li>Mobile-friendly test <ul> <li>Shows: Rendered DOM and returns rendered DOM for you to read.</li> <li>Not only does this show you rendered DOM, but it will also track any console errors.</li> </ul></li> </ul><p>Is there a difference between Fetch & Render, the mobile-friendly testing tool, and Googlebot? Not really, with the exception of timeouts (which is why we have our later steps!). Here’s the <a href="https://www.domwoodman.com/posts/differences-between-fr-googlebot-and-the-mobile-friendly-test/" target="_blank">full analysis of the difference</a> between them, if you’re interested. </p><p>Once we have the output from these, we compare them to what we ordinarily see in our browser. I’d recommend using a tool like <a href="https://www.diffchecker.com/" target="_blank">Diff Checker</a> to compare the two. </p><h3>Have we found any problems yet?</h3><p>If we encounter meaningful differences at this point, then in my experience it’s typically either from JavaScript or cookies </p><p>Why? </p><ul> <li><a href="http://www.tomanthony.co.uk/blog/googlebot-accepting-cookies/" target="_blank">Googlebot crawls with cookies cleared between page requests</a></li> <li>Googlebot renders with <a href="https://www.google.co.uk/search?q=web+rendering+service+google&oq=web+rendering+service+google&aqs=chrome..69i57j69i64.4883j0j7&sourceid=chrome&ie=UTF-8" target="_blank">Chrome 41</a>, which doesn’t support all modern JavaScript.</li> </ul><p>We can isolate each of these by: </p><ul> <li>Loading the page with no cookies. This can be done simply by loading the page with a fresh incognito session and comparing the rendered DOM here against the rendered DOM in our ordinary browser.</li> <li>Use the <a href="https://search.google.com/test/mobile-friendly">mobile testing tool</a> to see the page with Chrome 41 and compare against the rendered DOM we normally see with Inspect Element.</li> </ul><p>Yet again we can compare them using something like <a href="https://www.diffchecker.com/" target="_blank">Diff Checker</a>, which will allow us to spot any differences. You might want to use an <a href="https://www.10bestdesign.com/dirtymarkup/" target="_blank">HTML formatter</a> to help line them up better. </p><p>We can also see the JavaScript errors thrown using the Mobile-Friendly Testing Tool, which may prove particularly useful if you’re confident in your JavaScript. </p><p>If, using this knowledge and these tools, we can recreate the bug, then we have something that can be replicated and it’s easier for us to hand off to a developer as a bug that will get fixed. </p><p>If we’re seeing everything is correct here, we move on to the next step. </p><h2>6. What is Google actually seeing?</h2><p>It’s possible that what Google is seeing is different from what we recreate using the tools in the previous step. Why? A couple main reasons: </p><ul> <li>Overloaded servers can have all sorts of strange behaviors. For example, they might be returning 200 codes, but perhaps with a default page.</li> <li><a href="https://youtu.be/PFwUbgvpdaQ?t=14m19s" target="_blank">JavaScript is rendered separately from pages being crawled</a> and Googlebot may spend less time rendering JavaScript than a testing tool.</li> <li>There is often a lot of caching in the creation of web pages and this can cause issues. </li> </ul><p>We’ve gotten this far without talking about time! Pages don’t get crawled instantly, and crawled pages don’t get indexed instantly. </p><h3>Quick sidebar: What is caching?</h3><p>Caching is often a problem if you get to this stage. Unlike JS, it’s not talked about as much in our community, so it’s worth some more explanation in case you’re not familiar. Caching is storing something so it’s available more quickly next time. </p><p>When you request a webpage, a lot of calculations happen to generate that page. If you then refreshed the page when it was done, it would be incredibly wasteful to just re-run all those same calculations. Instead, servers will often save the output and serve you the output without re-running them. Saving the output is called caching. </p><p>Why do we need to know this? Well, we’re already well out into the weeds at this point and so it’s possible that a cache is misconfigured and the wrong information is being returned to users. </p><p>There aren’t many good beginner resources on caching which go into more depth. However, I found <a href="https://blog.codeship.com/an-overview-of-caching-methods/" target="_blank">this article on caching basics</a> to be one of the more friendly ones. It covers some of the basic types of caching quite well. </p><h3>How can we see what Google is actually working with?</h3><ul> <li>Google’s cache <ul> <li>Shows: Source code</li> <li>While this won’t show you the rendered DOM, it is showing you the raw HTML Googlebot actually saw when visiting the page. You’ll need to check this with JS disabled; otherwise, on opening it, your browser will run all the JS on the cached version.</li> </ul></li> <li>Site searches for specific content <ul> <li>Shows: A tiny snippet of rendered content.</li> <li>By searching for a specific phrase on a page, e.g. <em>inurl:example.com/url “only JS rendered text”</em>, you can see if Google has manage to index a specific snippet of content. Of course, it only works for visible text and misses a lot of the content, but it's better than nothing!</li> <li>Better yet, do the same thing with a rank tracker, to see if it changes over time.</li> </ul></li> <li>Storing the actual rendered DOM <ul> <li>Shows: Rendered DOM</li> <li>Alex from DeepCrawl has written about <a href="http://ohgm.co.uk/niche-web-rendering-service-findings/" target="_blank">saving the rendered DOM from Googlebot</a>. The TL;DR version: Google will render JS and post to endpoints, so we can get it to submit the JS-rendered version of a page that it sees. We can then save that, examine it, and see what went wrong.</li> </ul></li> </ul><h3>Have we found any problems yet?</h3><p>Again, once we’ve found the problem, it’s time to go and talk to a developer. The advice for this conversation is identical to the last one — everything I said there still applies. </p><p>The other knowledge you should go into this conversation armed with: how Google works and where it can struggle. While your developer will know the technical ins and outs of your website and how it’s built, they might not know much about how Google works. Together, this can help you reach the answer more quickly. </p><p>The obvious source for this are resources or presentations given by Google themselves. Of the various resources that have come out, I’ve found these two to be some of the more useful ones for giving insight into first principles: </p><ul> <li>This excellent talk, <a href="https://www.youtube. Unilever stops working with digital media influencers who buy followers https://marketingland.com/unilever-stops-working-with-digital-media-influencers-who-buy-followers-242612 Marketing Land urn:uuid:d80a076e-5bbe-fad8-201a-11c416bf6e49 Mon, 18 Jun 2018 21:00:44 +0000 <p>The call echoes the CPG giant's similar demand for more transparency in programmatic advertising earlier this year.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/unilever-stops-working-with-digital-media-influencers-who-buy-followers-242612">Unilever stops working with digital media influencers who buy followers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p><img class="aligncenter size-large wp-image-205804" src="https://marketingland.com/wp-content/ml-loads/2017/02/leader-followers-influencers-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/02/leader-followers-influencers-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/02/leader-followers-influencers-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/02/leader-followers-influencers-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" />Unilever isn&#8217;t going to take it anymore. With increased calls for transparency in all aspects of marketing, the mega consumer packaged goods (CPG) company said Monday that it will no longer work with social media influencers who buy followers.</p> <p>Unilever Chief Marketing Officer Keith Weed called for more transparency from influencers in a speech at Cannes.</p> <p>&#8220;At best it’s misleading, at worst it’s corrupt,&#8221; Weed <a href="https://www.wsj.com/articles/unilever-demands-influencer-marketing-business-clean-up-its-act-1529272861?tesla=y&#038;mod=article_inline">told</a> The Wall Street Journal ahead of his announcement. &#8220;For the sake of a few bad apples in the barrel, I believe there is risk in the area of influencers.&#8221;</p> <p>Weed made a <a href="https://marketingland.com/final-call-unilever-threatens-pull-ads-platforms-swamped-toxic-content-234323">similar ultimatum</a> to programmatic ad platforms earlier this year, when he said Unilever does &#8220;not want to advertise on platforms [that] do not make a positive contribution to society.” His comments then and now echo a 2017 <a href="https://marketingland.com/pgs-marc-pritchard-calls-timeline-digital-ad-measurement-audits-211073">call</a> by Marc Pritchard, Procter &#038; Gamble&#8217;s chief brand officer, for programmatic advertising platforms to “grow up” and provide greater measurement transparency.</p> <p>P&#038;G pulled more than $140 million in digital advertising in response to frustrations over transparency and brand safety, in what turned out to be a mostly<a href="https://martechtoday.com/procter-gamble-digital-ad-spend-cuts-adtech-response-202003"> symbolic move</a> in that the company barely missed a beat in meeting its revenue goals.</p> <p>Weed hasn&#8217;t offered any indication as to how the company intends to verify how influencers obtain their followers, but as CMO of an advertising behemoth, Weed has the clout to force change.</p> <p>At Cannes, Weed <a href="https://www.adweek.com/brand-marketing/unilever-to-crack-down-on-influencers-who-buy-fake-followers-and-use-bots/">asked</a> platforms to be proactive about solutions:</p> <blockquote><p>The key to improving the situation is three-fold. Cleaning up the influencer ecosystem by removing misleading engagement; making brands and influencers more aware of the use of dishonest practices; and improving transparency from social platforms to help brands measure impact.</p></blockquote> <h2>Marketers are on board</h2> <p>Ben Pashman, chief operating officer and co-founder of digital agency TONIK+, which uses influencer marketing in its mix, condemned the process of buying followers.</p> <p>&#8220;The idea of influencers buying fake followers and then cashing in on them to unwitting brands is a practice that casts a dark shadow over the industry and is just one of several fraudulent practices that is holding back our industry overall,&#8221; said Pashman. &#8220;I commend Keith and any other CMO that is willing to take their head out of the sand and take a stand even if it means their job get a little bit more challenging.&#8221;</p> <p>The post <a rel="nofollow" href="https://marketingland.com/unilever-stops-working-with-digital-media-influencers-who-buy-followers-242612">Unilever stops working with digital media influencers who buy followers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Marketing Day: Facebook to limit weapon accessory ads, CMP’s and more https://marketingland.com/marketing-day-facebook-to-limit-weapon-accessory-ads-cmps-and-more-242629 Marketing Land urn:uuid:ae6a0ec4-057e-51f1-4e1f-e0abc1545389 Mon, 18 Jun 2018 20:16:48 +0000 <p>Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-facebook-to-limit-weapon-accessory-ads-cmps-and-more-242629">Marketing Day: Facebook to limit weapon accessory ads, CMP&#8217;s and more</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p><img class="aligncenter size-large wp-image-149669" src="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" />Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a title="MarTech Landscape: What is a consent management platform (CMP)?" href="https://marketingland.com/martech-landscape-what-is-a-consent-management-platform-cmp-242551">MarTech Landscape: What is a consent management platform (CMP)?</a></strong><br /> <!-- byline -->Jun 18, 2018 by Barry Levine<!-- end byline --><br /> The new CMPs are offering ways for publishers to capture and disseminate user consents, with support for the two biggest ad-related consent mechanisms — IAB’s and Google’s.<!--end ml posts--></li> <li><strong><a title="Facebook to limit weapon accessory ad targeting to users 18 &#038; over" href="https://marketingland.com/facebook-to-limit-weapon-accessory-ad-targeting-to-users-18-over-242587">Facebook to limit weapon accessory ad targeting to users 18 &#038; over</a></strong><br /> <!-- byline -->Jun 18, 2018 by Amy Gesenhues<!-- end byline --><br /> Starting June 21, advertisers promoting weapon accessories will have to restrict ad audiences to users 18 years and older.<!--end ml posts--></li> <li><strong><a title="How researching B2B influencers can deliver actionable intelligence" href="https://marketingland.com/how-researching-b2b-influencers-can-deliver-actionable-intelligence-242490">How researching B2B influencers can deliver actionable intelligence</a></strong><br /> <!-- byline -->Jun 18, 2018 by Michael Brito<!-- end byline --><br /> Contributor Michael Brito details how to gather and utilize information to inform a successful influencer campaign.<!--end ml posts--></li> <li><strong><a title="Martech + Ad tech, Part 1: The tools to transform insight into action" href="https://marketingland.com/martech-ad-tech-part-1-the-tools-to-transform-insight-into-action-242073">Martech + Ad tech, Part 1: The tools to transform insight into action</a></strong><br /> <!-- byline -->Jun 18, 2018 by Jose Cebrian<!-- end byline --><br /> Navigating the convergence of martech and ad tech isn’t for the faint-hearted, but contributor Jose Cebrian describes the possibilities now arising.<!--end ml posts--></li> <li><strong><a title="Is your customer the unifying thread? How to do martech right" href="https://marketingland.com/is-your-customer-the-unifying-thread-how-to-do-martech-right-242497">Is your customer the unifying thread? How to do martech right</a></strong><br /> <!-- byline -->Jun 18, 2018 by Debbie Qaqish<!-- end byline --><br /> How you approach martech is highly dependent on the thread that’s unifying all of your decision-making. Contributor Debbie Qaqish explains how this affects your chances of success.<!--end ml posts--></li> <li><strong><a title="Google announces new features for retail advertisers at SMX Advanced" href="https://marketingland.com/google-announces-new-features-for-retail-advertisers-at-smx-advanced-242199">Google announces new features for retail advertisers at SMX Advanced</a></strong><br /> <!-- byline -->Jun 18, 2018 by Ginny Marvin<!-- end byline --><br /> A new local inventory ad unit for GDN and product pricing benchmarks are among the announcements.<!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="This week in GDPR: OneTrust reports high usage of its DSAR tool, Altify updates its platform &#038; more" href="https://martechtoday.com/this-week-in-gdpr-onetrust-reports-high-usage-of-its-dsar-tool-altify-updates-its-platform-more-217126">This week in GDPR: OneTrust reports high usage of its DSAR tool, Altify updates its platform &#038; more</a></strong><br /> <!-- byline -->Jun 15, 2018 by Robin Kurzer<!-- end byline --><br /> A weekly wrap-up of how companies are adapting to the new General Data Protection Regulation<!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="http://www.clixmarketing.com/blog/2018/06/18/a-look-at-facebooks-updated-reporting/">A Look at Facebook&#8217;s Updated Reporting</a>, Clix Marketing</li> <li><a href="https://adexchanger.com/data-driven-thinking/data-ethics-permission-is-not-the-problem/">Data Ethics: Permission Is Not The Problem</a>, AdExchanger</li> <li><a href="https://econsultancy.com/blog/70095-frontline-contact-with-the-consumer-is-still-the-foundation-of-good-marketing/">Frontline contact with the consumer is still the foundation of good marketing</a>, Econsultancy</li> <li><a href="https://www.infusionsoft.com/business-success-blog/marketing/email-marketing/permission-based-email-marketing">Guide to Permission-Based Email Marketing</a>, Infusionsoft</li> <li><a href="https://www.marketingprofs.com/chirp/2018/34861/how-color-and-typography-influence-consumers-animated-infographic">How Color and Typography Influence Consumers</a>, Marketing Profs</li> <li><a href="https://www.skyword.com/contentstandard/marketing/a-new-vision-for-content-marketing-technology-skyword360/">How content marketing technology can support marketers</a>, Skyword</li> <li><a href="https://www.socialmediaexaminer.com/how-to-use-facebook-ads-to-improve-video-views-paul-ramondo/">How to Use Facebook Ads to Improve Your Video Views</a>, Social Media Examiner</li> <li><a href="https://www.wordstream.com/blog/ws/2018/06/15/linkedin-carousel-ads">Linkedin Carousel Ads Have Arrived</a>, Wordstream</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-facebook-to-limit-weapon-accessory-ads-cmps-and-more-242629">Marketing Day: Facebook to limit weapon accessory ads, CMP&#8217;s and more</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> MarTech Landscape: What is a consent management platform (CMP)? https://marketingland.com/martech-landscape-what-is-a-consent-management-platform-cmp-242551 Marketing Land urn:uuid:8c3cc596-1381-d235-276a-92631c2445ad Mon, 18 Jun 2018 19:02:11 +0000 <p>The new CMPs are offering ways for publishers to capture and disseminate user consents, with support for the two biggest ad-related consent mechanisms -- IAB’s and Google’s.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/martech-landscape-what-is-a-consent-management-platform-cmp-242551">MarTech Landscape: What is a consent management platform (CMP)?</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="alignnone size-large wp-image-242550" src="https://marketingland.com/wp-content/ml-loads/2018/06/Check-Mark-final-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/Check-Mark-final-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/Check-Mark-final-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/Check-Mark-final-768x432.png 768w, https://marketingland.com/wp-content/ml-loads/2018/06/Check-Mark-final.png 1200w" sizes="(max-width: 800px) 100vw, 800px" /> <p>If there was a contest for the most important word over the last year of marketing and advertising, my money would be on “consent.”</p> <p>The key driver, of course, is the value of that term in the newly implemented General Data Protection Regulation (<a href="https://martechtoday.com/guide/gdpr-the-general-data-protection-regulation">GDPR</a>).</p> <p>To manage all those user consents, there’s now a new acronym: CMP, for consent management platform. (Content management platforms will just have to go back to being called content management systems.)</p> <p>Although consent managing systems have been coming online since <a href="https://martechtoday.com/evidon-launches-first-commercial-grade-gdpr-solution-201524">at least a year ago</a>, many of the current crop are being built for compatibility with the Interactive Advertising Bureau (IAB)’s new Consent Management Framework.</p> <p>Currently, there are <a href="http://advertisingconsent.eu/iab-europe-transparency-consent-framework-list-of-registered-cmps/">over a hundred approved CMPs</a>. The IAB Consent Management Framework, <a href="https://martechtoday.com/iab-europe-unveils-gdpr-transparency-consent-framework-212144">announced</a> in March, is designed to present consent options to visitors of websites (and, eventually, mobile apps), to capture consent about the use of personal data and the authorized vendors, and then to relay that consent profile to relevant ad tech vendors in the ecosystem.</p> <p>IAB Tech Lab SVP Jordan Mitchell told me that his organization “didn’t want to pick winners who would surface the consent screen,” so it hasn’t actually delivered a tech spec for CMPs.</p> <p><a href="https://martechtoday.com/martech-landscape-what-is-a-consent-management-platform-cmp-217246?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/martech-landscape-what-is-a-consent-management-platform-cmp-242551">MarTech Landscape: What is a consent management platform (CMP)?</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Facebook to limit weapon accessory ad targeting to users 18 & over https://marketingland.com/facebook-to-limit-weapon-accessory-ad-targeting-to-users-18-over-242587 Marketing Land urn:uuid:13dd68a4-e0fd-b7c8-f052-160eb4cb4f4d Mon, 18 Jun 2018 18:53:14 +0000 <p>Starting June 21, advertisers promoting weapon accessories will have to restrict ad audiences to users 18 years and older. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-to-limit-weapon-accessory-ad-targeting-to-users-18-over-242587">Facebook to limit weapon accessory ad targeting to users 18 &#038; over</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-96446" src="https://marketingland.com/wp-content/ml-loads/2014/08/facebook-ad-crosshair3-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2014/08/facebook-ad-crosshair3-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2014/08/facebook-ad-crosshair3-ss-1920-600x337.jpg 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Starting June 21, Facebook will begin enforcing a new rule for ads promoting weapon accessories, <a href="https://www.facebook.com/business/news/introducing-new-age-restrictions-on-weapon-accessory-ads">restricting the audience age for weapon accessory ads</a> to 18 years old and older.</p> <p>The site does not permit any advertising that promotes the sale or use of weapons, ammunition or explosives, or any weapon modification accessories. It does allow ads promoting weapon-related interest groups, safety courses for firearm training and licensing and accessories not meant for modifying a firearm.</p> <p>Here is the full list from a screen shot of Facebook&#8217;s latest policy update, outlining permissible ad content around weapon accessories:</p> <img class="aligncenter size-full wp-image-242588" src="https://marketingland.com/wp-content/ml-loads/2018/06/Facebook-ad-policies-for-weapons.png" alt="" width="601" height="763" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/Facebook-ad-policies-for-weapons.png 601w, https://marketingland.com/wp-content/ml-loads/2018/06/Facebook-ad-policies-for-weapons-315x400.png 315w, https://marketingland.com/wp-content/ml-loads/2018/06/Facebook-ad-policies-for-weapons-473x600.png 473w, https://marketingland.com/wp-content/ml-loads/2018/06/Facebook-ad-policies-for-weapons-600x763.png 600w" sizes="(max-width: 601px) 100vw, 601px" /> <p>With this latest update, Facebook advertisers promoting weapon accessories will have to exclude audiences of users under the age of 18 years old. Facebook&#8217;s new policy aligns with federal laws that set the minimum age to purchase a handgun from a private or unlicensed seller at age 18, although, in some states, the age limit is younger than 18 for purchasing long guns, such as rifles and shotguns.</p> <p>This is one of many new policy updates Facebook has made this year since having its feet held to fire over the <a href="https://marketingland.com/facebook-cambridge-analytica-what-we-know-what-they-knew-where-that-leaves-us-238143">Cambridge Analytica scandal</a>. In April, Facebook launched a major <a href="https://marketingland.com/facebook-continues-to-refine-its-app-data-ad-targeting-safety-measures-238998">overhaul to its app API platform</a>, limiting the amount of user data app developers had access to. Last week, the company updated <a href="https://marketingland.com/facebook-updates-custom-audience-list-requirements-to-create-more-ad-transparency-242276">Custom Audience rules</a> to make ads more transparent to users. It has also recently rolled out extensive updates for all <a href="https://marketingland.com/facebooks-new-rules-for-political-issue-ads-start-today-240997">political and issue-related ads</a> on the site.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-to-limit-weapon-accessory-ad-targeting-to-users-18-over-242587">Facebook to limit weapon accessory ad targeting to users 18 &#038; over</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018 http://tracking.feedpress.it/link/9375/9500060 Moz Blog urn:uuid:19a957de-cc35-96af-d5be-2a71e629417c Mon, 18 Jun 2018 15:41:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/10684983\">NeilCrist</a></p><p>Every year, we <a target="_blank" href="https://moz.com/blog/moz-product-year-in-review-2017">publish an overview</a> of all the upgrades we’ve made to our tools and how those changes benefit our customers and Moz Community members. So far, 2018 has been a whirlwind of activity here at Moz — not only did we release a massive, long-awaited update to our link building tool, we've also been improving and updating systems and tools across the board to make your Moz experience even better. To that end, we’re sharing a mid-year retrospective to keep up with the incredible amount of progress we’ve made. </p><p>We receive a lot of amazing feedback from our customers on pain points they experience and improvements they’d like to see. Folks, <em>we hear you</em>. </p><p>We not only massively restructured some of our internal systems to provide you with better data, we also innovated new ways to display and report on that data, making the tools <em>more accurate </em>and <em>more useful </em>than ever before. </p><p>If you’ve been tasked with achieving organic success, we know your job isn’t easy. You need tools that get the job done, and done well. We think Moz delivered. </p><p>Check out our 2018 improvements so far: </p><h2>Our new link index: Bigger, fresher, better than ever</h2><p>Our link index underwent a major overhaul: it's now 20x larger and 30x fresher than it was previously. This new link index data has been made available via our Mozscape API, as well as integrated into many Moz Pro tools, including Campaigns, Keyword Explorer, the MozBar, and Fresh Web Explorer. But undoubtedly the largest and most-anticipated improvement the new link index allowed us to make was the launch of Link Explorer, which we rolled out at the end of April as a replacement for Open Site Explorer. </p><p>Link Explorer addresses and improves upon its predecessor by providing more data, fresher data, and better ways to visualize that data. Answering a long-asked-for feature in OSE, Link Explorer includes historical metrics, and it also surfaces newly discovered and lost links: </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c85a7cf02.37206359.jpg"> </p><p>Below are just a few of the many ways Link Explorer is providing some of the best link data available: </p><ul> <li>Link Explorer’s link index contains approximately 4.8 trillion URLs — that’s 20x larger than OSE and surpasses Ahrefs’ index (~3 trillion pages) and Majestic’s fresh index (~1 trillion pages).</li> <li>Link Explorer is 30x fresher than OSE. All data updates every 24 hours.</li> <li>We believe Link Explorer is unique in how <a target="_blank" href="https://moz.com/blog/big-fast-strong-backlink-index-comparisons">accurately our link index represents the web</a>, resulting in data quality you can trust.</li> <li>Link Explorer has the <a target="_blank" href="https://moz.com/blog/blindspots-in-the-link-graph">closest robots.txt profile to Google</a> among the three major link indexes, which means we get more of the links Google gets.</li> <li>We also improved Domain Authority, Page Authority, and Spam Score. The size and freshness of our index has allowed us to offer a more stable DA and PA score. Though it will still fluctuate as the index fluctuates (which has always been by design), it will not be as dramatic as it was in Open Site Explorer.</li> </ul><p style="text-align: center;"><a target="_blank" href="https://moz.com/link-explorer" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'LE button']);" class="button-secondary large-cta orange">Explore your link profile</a> </p><p>You can learn more about Link Explorer by reading <a target="_blank" href="https://moz.com/blog/link-explorer">Sarah Bird’s announcement</a>, watching <a target="_blank" href="https://moz.com/blog/the-new-link-explorer-is-here">Rand’s Whiteboard Friday</a>, or visiting our <a target="_blank" href="https://moz.com/help/guides/link-explorer">Link Explorer Help Guide</a>. Even though it's still in beta, Link Explorer already blows away OSE's data quality, freshness, and capabilities. Look for steady improvements to Link Explorer as we continue to iterate on it and add more key features. </p><h2>New-and-improved On-Page Grader</h2><p>Moz’s On-Page Grader got a thorough and much-needed overhaul! Not only did we freshen up the interface with a new look and feel, but we also added new features and improved upon our data. </p><p>Inside the new On-Page Grader, you’ll find: </p><ul> <li>An updated metrics bar to show you Page Title, Meta Description, and the number of Keywords Found. No need to dig through source code!</li> <li>An updated Optimization Score to align with the Page Optimization feature that’s inside Campaigns and in the <a target="_blank" href="https://moz.com/products/pro/seo-toolbar" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'MozBar']);">MozBar</a>. Instead of a letter grade (A–F), you now have Page Score (0–100) for a more precise measurement of page optimization performance.</li> <li>On-page factors are now categorized so you can see what is hurting or helping your Page Score.</li> <li>On-page factors are organized by importance so you can prioritize your efforts. Red indicates high importance, yellow indicates moderate importance, and blue indicates low importance.</li> </ul><p>On-Page Grader is a great way to take a quick look at how well a page is optimized for a specified keyword. Here’s how it works. </p><p>Input your page and the keyword you want that page to rank for… </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c8629ac12.80478318.png"> </p><p>… and On-Page Grader will return a list of suggestions for improving your on-site optimization. </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c8682a971.23425032.png"> </p><p style="text-align: center;"><a target="_blank" href="https://analytics.moz.com/pro/research/page-grader" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'On-Page Grader button']);" class="button-secondary large-cta orange">Check it out!</a> </p><h2>Keyword ranking data now available for Canada, UK, and Australia</h2><p>We're very excited to announce that, as of just last week, international data has been added to the Keywords by Site feature of Keyword Explorer! This will now allow Moz Pro customers to see which keywords they rank for and assess their visibility across millions of SERPs, now encompassing the US, Canada, the United Kingdom, and Australia! <a target="_blank" href="https://moz.com/blog/keyword-explorer-keywords-by-site">Keywords by Site is a newer feature</a> within Keyword Explorer, added just last October to show which and how many keywords any domain, subdomain, or page ranks for. </p><p>Want to see which keywords your site ranks for in the US, UK, Canada, or Australia? </p><p style="text-align: center;"><a target="_blank" href="https://moz.com/explorer" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'KWE button']);" class="button-secondary large-cta orange">See what you rank for</a> </p><p>It's easy to use — just select a country from the dropdown menu to the right. This will show you which keywords a domain or page is ranking for from a particular country.<br> </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c86e67c82.38510527.png"> </p><h2>On-Demand Crawl now available</h2><p>We know it can be important to track your site changes in real time. That's why, on June 29th, we're replacing our legacy site audit tool, Crawl Test, with the new and improved On-Demand Crawl: </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c874c7308.58566527.png"> </p><p>Whether you need to double-check a change you've made or need a one-off report, the new On-Demand Crawl offers an updated experience for Moz Pro customers: </p><ul> <li>Crawl reports are now faster and available sooner, allowing you to quickly assess your site, a new client or prospect’s, or the competition.</li> <li>Your site issues are now categorized by issue type and quantity, making it easier to identify what to work on and how to prioritize:</li> </ul><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c87b3d779.90146539.png"> </p><ul> <li>Recommendations are now provided for how to fix each issue, along with resources detailing why it matters:</li> </ul><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c8822c947.03512155.png"> </p><ul> <li>Site audit reports are now easier than ever to package and present with PDF exports.</li> <li>An updated, fresh design and UX!</li> </ul><p>On-Demand Crawl is already available now in Moz Pro. If you’re curious how it works, check it out: </p><p style="text-align: center;"><a target="_blank" href="https://analytics.moz.com/pro/research/crawl" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Crawl']);" class="button-secondary large-cta orange">Try On-Demand Crawl</a> </p><h2>Improvements to tool notifications & visuals</h2><p>Moz’s email notification system and tools dashboard didn't always sync up perfectly with the actual data update times. Sometimes, customers would receive an email or see updated dates on their dashboard before the data had rolled out, resulting in confusion. We've streamlined the process, and now customers no longer have to wonder where their data is — you can rest assured that your data is waiting for you in Moz Pro as soon as you're notified. </p><h2>Rank Tracker is sticking around</h2><p>While we had originally planned to retire Rank Tracker at the beginning of June, we've <a target="_blank" href="https://moz.com/community/q/rank-tracker-is-being-retired">decided to hold off</a> in light of the feedback we received from our customers. Our goal in retiring Rank Tracker was to make Moz Pro easier to navigate by eliminating the redundancy of having two options for tracking keyword rankings (Rank Tracker and Campaigns), but after hearing how many people use and value Rank Tracker, and after weighing our options, we decided to postpone its retirement until we had a better solution than simply shutting it down. </p><p>Right now, we’re focused on learning more from our community on what makes this tool so valuable, so if you have feedback regarding Rank Tracker, we’d love it if you would <a target="_blank" href="https://www.surveymonkey.com/r/rank-tracker-feedback">take our survey</a>. The information we gather from this survey will help us create a better solution for you! </p><h2>Updates from Moz Academy</h2><h3>New advanced SEO courses</h3><p>In response to the growing interest in advanced and niche-specific training, Moz is now offering ongoing classes and seminars on topics such as e-commerce SEO and <a target="_blank" href="https://moz.com/training/technical-seo-site-audit" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Training: Tech Site Audit']);">technical site audits</a>. If there’s an advanced topic you’d like training on, let us know by visiting <a target="_blank" href="https://moz.com/training" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Training Home']);">https://moz.com/training</a> and navigating to the “Custom” tab to tell us exactly what type of training you’re looking for. </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c88810597.80999496.png"> </p><h3>On-demand coursework</h3><p>We love the fact that we have Moz customers from around the globe, so we’re always looking for new ways to accommodate those in different timezones and those with sporadic schedules. One new way we’re doing this is by offering on-demand coursework. Get training from Moz when it works best for <em>you. </em>With this added scheduling flexibility (and with added instructors to boot), we hope to be able to reach more people than ever before. </p><p>To view Moz’s on-demand coursework, visit <a target="_blank" href="https://moz.com/training" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Training Home']);">moz.com/training</a> and click on the “On-Demand” tab. </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c88d28f81.32200252.png"> </p><h3>Certificate development</h3><p>There’s been a growing demand for a meaningful certification program in SEO, and we’re proud to say that Moz is here to deliver. This coursework will include a certificate and a badge for your LinkedIn profile. We’re planning on launching the program later this year, so stay tuned by <a target="_blank" href="http://hsinfo.moz.com/moz-training-alerts" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Training Alerts']);">signing up for Moz Training Alerts</a>! </p><h2>Tell us what you think!</h2><p>Have feedback for us on any of our 2018 improvements? Any ideas on new ways we can improve our tools and training resources? <a href="https://moz.com/blog/2018-mid-year-retrospective#comments">Let us know in the comments</a>! We love hearing from marketers like you. Your input helps us develop the best tools possible for ensuring your content gets found online. </p><p>If you’re not a Moz Pro subscriber and haven’t gotten a chance to check out these new features yet, <a target="_blank" href="https://moz.com/checkout/freetrial" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Free Trial']);">sign up for a free trial</a>! </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/10684983\">NeilCrist</a></p><p>Every year, we <a target="_blank" href="https://moz.com/blog/moz-product-year-in-review-2017">publish an overview</a> of all the upgrades we’ve made to our tools and how those changes benefit our customers and Moz Community members. So far, 2018 has been a whirlwind of activity here at Moz — not only did we release a massive, long-awaited update to our link building tool, we've also been improving and updating systems and tools across the board to make your Moz experience even better. To that end, we’re sharing a mid-year retrospective to keep up with the incredible amount of progress we’ve made. </p><p>We receive a lot of amazing feedback from our customers on pain points they experience and improvements they’d like to see. Folks, <em>we hear you</em>. </p><p>We not only massively restructured some of our internal systems to provide you with better data, we also innovated new ways to display and report on that data, making the tools <em>more accurate </em>and <em>more useful </em>than ever before. </p><p>If you’ve been tasked with achieving organic success, we know your job isn’t easy. You need tools that get the job done, and done well. We think Moz delivered. </p><p>Check out our 2018 improvements so far: </p><h2>Our new link index: Bigger, fresher, better than ever</h2><p>Our link index underwent a major overhaul: it's now 20x larger and 30x fresher than it was previously. This new link index data has been made available via our Mozscape API, as well as integrated into many Moz Pro tools, including Campaigns, Keyword Explorer, the MozBar, and Fresh Web Explorer. But undoubtedly the largest and most-anticipated improvement the new link index allowed us to make was the launch of Link Explorer, which we rolled out at the end of April as a replacement for Open Site Explorer. </p><p>Link Explorer addresses and improves upon its predecessor by providing more data, fresher data, and better ways to visualize that data. Answering a long-asked-for feature in OSE, Link Explorer includes historical metrics, and it also surfaces newly discovered and lost links: </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c85a7cf02.37206359.jpg"> </p><p>Below are just a few of the many ways Link Explorer is providing some of the best link data available: </p><ul> <li>Link Explorer’s link index contains approximately 4.8 trillion URLs — that’s 20x larger than OSE and surpasses Ahrefs’ index (~3 trillion pages) and Majestic’s fresh index (~1 trillion pages).</li> <li>Link Explorer is 30x fresher than OSE. All data updates every 24 hours.</li> <li>We believe Link Explorer is unique in how <a target="_blank" href="https://moz.com/blog/big-fast-strong-backlink-index-comparisons">accurately our link index represents the web</a>, resulting in data quality you can trust.</li> <li>Link Explorer has the <a target="_blank" href="https://moz.com/blog/blindspots-in-the-link-graph">closest robots.txt profile to Google</a> among the three major link indexes, which means we get more of the links Google gets.</li> <li>We also improved Domain Authority, Page Authority, and Spam Score. The size and freshness of our index has allowed us to offer a more stable DA and PA score. Though it will still fluctuate as the index fluctuates (which has always been by design), it will not be as dramatic as it was in Open Site Explorer.</li> </ul><p style="text-align: center;"><a target="_blank" href="https://moz.com/link-explorer" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'LE button']);" class="button-secondary large-cta orange">Explore your link profile</a> </p><p>You can learn more about Link Explorer by reading <a target="_blank" href="https://moz.com/blog/link-explorer">Sarah Bird’s announcement</a>, watching <a target="_blank" href="https://moz.com/blog/the-new-link-explorer-is-here">Rand’s Whiteboard Friday</a>, or visiting our <a target="_blank" href="https://moz.com/help/guides/link-explorer">Link Explorer Help Guide</a>. Even though it's still in beta, Link Explorer already blows away OSE's data quality, freshness, and capabilities. Look for steady improvements to Link Explorer as we continue to iterate on it and add more key features. </p><h2>New-and-improved On-Page Grader</h2><p>Moz’s On-Page Grader got a thorough and much-needed overhaul! Not only did we freshen up the interface with a new look and feel, but we also added new features and improved upon our data. </p><p>Inside the new On-Page Grader, you’ll find: </p><ul> <li>An updated metrics bar to show you Page Title, Meta Description, and the number of Keywords Found. No need to dig through source code!</li> <li>An updated Optimization Score to align with the Page Optimization feature that’s inside Campaigns and in the <a target="_blank" href="https://moz.com/products/pro/seo-toolbar" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'MozBar']);">MozBar</a>. Instead of a letter grade (A–F), you now have Page Score (0–100) for a more precise measurement of page optimization performance.</li> <li>On-page factors are now categorized so you can see what is hurting or helping your Page Score.</li> <li>On-page factors are organized by importance so you can prioritize your efforts. Red indicates high importance, yellow indicates moderate importance, and blue indicates low importance.</li> </ul><p>On-Page Grader is a great way to take a quick look at how well a page is optimized for a specified keyword. Here’s how it works. </p><p>Input your page and the keyword you want that page to rank for… </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c8629ac12.80478318.png"> </p><p>… and On-Page Grader will return a list of suggestions for improving your on-site optimization. </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c8682a971.23425032.png"> </p><p style="text-align: center;"><a target="_blank" href="https://analytics.moz.com/pro/research/page-grader" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'On-Page Grader button']);" class="button-secondary large-cta orange">Check it out!</a> </p><h2>Keyword ranking data now available for Canada, UK, and Australia</h2><p>We're very excited to announce that, as of just last week, international data has been added to the Keywords by Site feature of Keyword Explorer! This will now allow Moz Pro customers to see which keywords they rank for and assess their visibility across millions of SERPs, now encompassing the US, Canada, the United Kingdom, and Australia! <a target="_blank" href="https://moz.com/blog/keyword-explorer-keywords-by-site">Keywords by Site is a newer feature</a> within Keyword Explorer, added just last October to show which and how many keywords any domain, subdomain, or page ranks for. </p><p>Want to see which keywords your site ranks for in the US, UK, Canada, or Australia? </p><p style="text-align: center;"><a target="_blank" href="https://moz.com/explorer" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'KWE button']);" class="button-secondary large-cta orange">See what you rank for</a> </p><p>It's easy to use — just select a country from the dropdown menu to the right. This will show you which keywords a domain or page is ranking for from a particular country.<br> </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c86e67c82.38510527.png"> </p><h2>On-Demand Crawl now available</h2><p>We know it can be important to track your site changes in real time. That's why, on June 29th, we're replacing our legacy site audit tool, Crawl Test, with the new and improved On-Demand Crawl: </p><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c874c7308.58566527.png"> </p><p>Whether you need to double-check a change you've made or need a one-off report, the new On-Demand Crawl offers an updated experience for Moz Pro customers: </p><ul> <li>Crawl reports are now faster and available sooner, allowing you to quickly assess your site, a new client or prospect’s, or the competition.</li> <li>Your site issues are now categorized by issue type and quantity, making it easier to identify what to work on and how to prioritize:</li> </ul><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c87b3d779.90146539.png"> </p><ul> <li>Recommendations are now provided for how to fix each issue, along with resources detailing why it matters:</li> </ul><p class="full-width"><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c8822c947.03512155.png"> </p><ul> <li>Site audit reports are now easier than ever to package and present with PDF exports.</li> <li>An updated, fresh design and UX!</li> </ul><p>On-Demand Crawl is already available now in Moz Pro. If you’re curious how it works, check it out: </p><p style="text-align: center;"><a target="_blank" href="https://analytics.moz.com/pro/research/crawl" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Crawl']);" class="button-secondary large-cta orange">Try On-Demand Crawl</a> </p><h2>Improvements to tool notifications & visuals</h2><p>Moz’s email notification system and tools dashboard didn't always sync up perfectly with the actual data update times. Sometimes, customers would receive an email or see updated dates on their dashboard before the data had rolled out, resulting in confusion. We've streamlined the process, and now customers no longer have to wonder where their data is — you can rest assured that your data is waiting for you in Moz Pro as soon as you're notified. </p><h2>Rank Tracker is sticking around</h2><p>While we had originally planned to retire Rank Tracker at the beginning of June, we've <a target="_blank" href="https://moz.com/community/q/rank-tracker-is-being-retired">decided to hold off</a> in light of the feedback we received from our customers. Our goal in retiring Rank Tracker was to make Moz Pro easier to navigate by eliminating the redundancy of having two options for tracking keyword rankings (Rank Tracker and Campaigns), but after hearing how many people use and value Rank Tracker, and after weighing our options, we decided to postpone its retirement until we had a better solution than simply shutting it down. </p><p>Right now, we’re focused on learning more from our community on what makes this tool so valuable, so if you have feedback regarding Rank Tracker, we’d love it if you would <a target="_blank" href="https://www.surveymonkey.com/r/rank-tracker-feedback">take our survey</a>. The information we gather from this survey will help us create a better solution for you! </p><h2>Updates from Moz Academy</h2><h3>New advanced SEO courses</h3><p>In response to the growing interest in advanced and niche-specific training, Moz is now offering ongoing classes and seminars on topics such as e-commerce SEO and <a target="_blank" href="https://moz.com/training/technical-seo-site-audit" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Training: Tech Site Audit']);">technical site audits</a>. If there’s an advanced topic you’d like training on, let us know by visiting <a target="_blank" href="https://moz.com/training" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Training Home']);">https://moz.com/training</a> and navigating to the “Custom” tab to tell us exactly what type of training you’re looking for. </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c88810597.80999496.png"> </p><h3>On-demand coursework</h3><p>We love the fact that we have Moz customers from around the globe, so we’re always looking for new ways to accommodate those in different timezones and those with sporadic schedules. One new way we’re doing this is by offering on-demand coursework. Get training from Moz when it works best for <em>you. </em>With this added scheduling flexibility (and with added instructors to boot), we hope to be able to reach more people than ever before. </p><p>To view Moz’s on-demand coursework, visit <a target="_blank" href="https://moz.com/training" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Training Home']);">moz.com/training</a> and click on the “On-Demand” tab. </p><p><img src="http://d2v4zi8pl64nxt.cloudfront.net/2018-mid-year-retrospective/5b294c88d28f81.32200252.png"> </p><h3>Certificate development</h3><p>There’s been a growing demand for a meaningful certification program in SEO, and we’re proud to say that Moz is here to deliver. This coursework will include a certificate and a badge for your LinkedIn profile. We’re planning on launching the program later this year, so stay tuned by <a target="_blank" href="http://hsinfo.moz.com/moz-training-alerts" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Training Alerts']);">signing up for Moz Training Alerts</a>! </p><h2>Tell us what you think!</h2><p>Have feedback for us on any of our 2018 improvements? Any ideas on new ways we can improve our tools and training resources? <a href="https://moz.com/blog/2018-mid-year-retrospective#comments">Let us know in the comments</a>! We love hearing from marketers like you. Your input helps us develop the best tools possible for ensuring your content gets found online. </p><p>If you’re not a Moz Pro subscriber and haven’t gotten a chance to check out these new features yet, <a target="_blank" href="https://moz.com/checkout/freetrial" onclick="_gaq.push(['_trackEvent', 'blog', 'Moz's Mid-Year Retrospective: Exciting Upgrades from the First Half of 2018', 'Free Trial']);">sign up for a free trial</a>! </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/9500060.gif" height="1" width="1"/> How researching B2B influencers can deliver actionable intelligence https://marketingland.com/how-researching-b2b-influencers-can-deliver-actionable-intelligence-242490 Marketing Land urn:uuid:3658e0d6-b28a-a461-998a-1a96ff74f19a Mon, 18 Jun 2018 15:39:00 +0000 <p>Contributor Michael Brito details how to gather and utilize information to inform a successful influencer campaign. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/how-researching-b2b-influencers-can-deliver-actionable-intelligence-242490">How researching B2B influencers can deliver actionable intelligence</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-242559" src="https://marketingland.com/wp-content/ml-loads/2018/06/research-meeting-business-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/research-meeting-business-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/research-meeting-business-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/06/research-meeting-business-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>In my last <a href="https://marketingland.com/2018-the-year-of-influencer-marketing-for-b2b-brands-240357">article</a>, I talked about the opportunity that B2B brands have with influencer marketing, leveraging the 1:9:90 Model of Influence.</p> <p>The next step in this approach is to research and analyze the influencers&#8217; behaviors, media consumption and conversational trends &#8212; what are they saying, what are they reading? Doing so will help you forecast and predict what’s top of mind for them today, tomorrow and in the future; and then build a content strategy and engagement plan that will produce results.</p> <h2>What you should be looking for in your research</h2> <p>Rather than analyzing hypotheticals, I wanted to highlight a real example that illustrates the types of data you can extract from researching influencers. We did a quick and accelerated analysis to find influencers on the topic of blockchain and cybersecurity.</p> <p>Using proprietary methodology and technology, we identified close to 600 influencers who have written and/or talked about cybersecurity within the context of blockchain over the last three months. The influencer audience consists of the following:</p> <ul> <li><strong>Journalists from the business media:</strong> Fortune, Forbes, Wired, Bloomberg, NY Times and the Wall Street Journal.</li> <li><strong>Journalists from security tech media:</strong> Dark Reading, CIO Online, Hacker News, Bleeping Computer and ZDNet.</li> <li><strong>Analysts:</strong> Gartner, Forrester, IDG, Constellation Research, Enterprise Strategy Group, HFS Research and Futurum.</li> <li><strong>Bloggers, columnists and contributors</strong> to several media outlets.</li> </ul> <p>We collected the data, built their profiles and added the influencers to a real-time, searchable listening panel (we use Crimson Hexagon) and tracked their conversations, media consumption and keyword usage over a period of 12 months.</p> <p>Here’s an example of one influencer, Daniel Newman, an industry speaker, analyst, published author and Forbes contributor:</p> <img class="dn-file-id-242485 aligncenter" src="/wp-content/ml-loads/2018/06/daniel_newman-724x600.png" alt="" width="724" height="600" /> <p>In looking at Daniel’s conversational patterns since January 2018, you can see that artificial intelligence (noted in the darkest shade of green) and blockchain (the lightest shade of green) are two topics that are becoming increasingly more important to Daniel, based purely on volume of conversation and the content he is publishing and sharing online. Security and Digital Transformation as standalone topics appear to be declining.</p> <p>This data is critical for many reasons. It will allow you to track what’s “top of mind” for Daniel and inform how and when you might pitch him a story about your product or technology. It’ll also help you understand how to engage with him on social media channels if that’s his preference. And it’ll help you get ahead of any new and emerging trends on the horizon.</p> <p>Tracking one influencer is insightful, but it’s also critical to look at the data through the lens of a larger influencer audience to get a more holistic view of what topics might be declining in popularity, which new ones are gaining traction and the overall pulse of the marketplace.</p> <p>For example, over the last 12 months, we wanted to understand what business verticals were top of mind for the 600 influencers, specifically related to security and blockchain. Here’s what we found:</p> <img class="dn-file-id-242487 aligncenter" src="/wp-content/ml-loads/2018/06/influencer_verticals-544x600.png" alt="" width="544" height="600" /> <p>You can see that banking (finance included) is the top vertical being discussed, which certainly makes sense given the topic, followed by technology (startups, software and so on), healthcare and government. Understanding the context of these vertical conversations is important before jumping to any conclusions.</p> <p>The data doesn’t necessarily mean that the influencers are more interested in one vertical than another. There are other factors to consider: market demand for coverage, government laws, innovation, and even security breaches within each of these verticals may increase the quantity of conversation.</p> <p>The data only becomes actionable once you drill down to understand the conversational, media and business drivers of each topic.</p> <h2>Examining the branded and unbranded conversation</h2> <p>Outside of the vertical conversation, we also wanted some perspective on the topics that were driving engagement among our group of influencers. In looking at the data, we noticed that some of our influencers were mentioning certain security companies, so we drilled down further.</p> <p>We started off by isolating all of their security conversations, articles and commentary to ensure we were capturing only the relevant conversations. The clustered data, filtering and human analysis gave us a clear view of what security topics were resonating and trending among our influencer group.</p> <p>From there, we referenced the <a href="https://www.csoonline.com/article/3060125/security/list-of-big-cybersecurity-companies-bvs-cyber-index.html" rel="noopener">BVP Cyber Index</a> list of 29 public companies whose principal business is IT security and have a market cap of $1 billion (USD) to filter out brand mentions. Here’s what we found:</p> <img class="dn-file-id-242488 aligncenter" src="/wp-content/ml-loads/2018/06/security_companies-800x332.png" alt="" width="800" height="332" /> <p>Of the 87,000 security-specific mentions, conversations, articles and overall discussions, 95 percent did not mention any of the security companies we analyzed. This tells us that there is a huge opportunity for one of these companies to capitalize on the lack of engagement.</p> <p>The branded conversations (5 percent) didn’t really have any surprises, with Microsoft, IBM and Symantec leading the way. This doesn’t mean that our influencers favor one company over another. Many times, it’s simply because they are sharing trending news or writing articles themselves.</p> <p>For example, just this month there was a large discussion about Microsoft’s acquisition of Github, and Microsoft also garnered a lot of coverage when it announced &#8220;Threat Tracker&#8221; in their Office 365 Security Service. This was very relevant to our influencer group.</p> <p>It’s clear that product development, innovation and brand storytelling can drive relevant coverage and drive additional reach, which will naturally result in influencers sharing and discussing the news.</p> <p>The unbranded conversations give us a clear view as to what’s top of mind for our group of influencers. It’s no surprise that artificial intelligence and blockchain are the number one drivers, considering that our algorithm initially surfaced influencers who talk specifically about and cover both of these topics.</p> <p>What surprised me was how little Threat Intelligence, Security Analytics and Cloud Security were discussed.</p> <img class="dn-file-id-242489 aligncenter" src="/wp-content/ml-loads/2018/06/unbranded_convo-800x420.png" alt="" width="800" height="420" /> <p>A quick drill-down of the blockchain conversation revealed how important this topic has become over the last 12 months. The spike in December 2017 was due to Bitcoin trading at over $11,000. Bitcoin and blockchain are not the same thing, but they are closely related, and people often inadvertently use “Bitcoin” to mean blockchain and vice versa.</p> <img class="dn-file-id-242486 aligncenter" src="/wp-content/ml-loads/2018/06/bitcoin-800x503.png" alt="" width="800" height="503" /> <p>Lastly, we wanted to highlight the “top shared” articles within each of the categories we analyzed. It’s important to note that most of the authors below are a part of our larger influencer group.</p> <p>This data tells you how these influencers are writing their headlines, where they are contributors and what’s resonating with the larger community.</p> <table style="width: 100%; border-collapse: collapse;" border="1"> <tbody> <tr style="height: 49px;"> <th style="width: 56.3999%; height: 49px; padding: 10px;"><strong>Headline</strong></th> <th style="width: 24.0001%; height: 49px; padding: 10px;"><strong>Outlet</strong></th> <th style="width: 19.5999%; height: 49px; padding: 10px;"><strong>Author</strong></th> </tr> <tr style="height: 48px;"> <td style="width: 56.3999%; height: 48px; padding: 10px;">10 Predictions For AI, Big Data, And Analytics in 2018</td> <td style="width: 24.0001%; height: 48px; padding: 10px;">Forbes</td> <td style="width: 19.5999%; height: 48px; padding: 10px;">Gil Pres</td> </tr> <tr style="height: 48px;"> <td style="width: 56.3999%; height: 48px; padding: 10px;">Securing IoT with Blockchain</td> <td style="width: 24.0001%; height: 48px; padding: 10px;">Security Thinking Cap</td> <td style="width: 19.5999%; height: 48px; padding: 10px;">Eric Vanderburg</td> </tr> <tr style="height: 48px;"> <td style="width: 56.3999%; height: 48px; padding: 10px;">In the Next Wave Of Innovation, Big Data Is Your Competitive Advantage</td> <td style="width: 24.0001%; height: 48px; padding: 10px;">Entrepreneur</td> <td style="width: 19.5999%; height: 48px; padding: 10px;">Artur Kiulian</td> </tr> <tr style="height: 48px;"> <td style="width: 56.3999%; height: 48px; padding: 10px;">Protecting Critical Infrastructure from Cyber Threats</td> <td style="width: 24.0001%; height: 48px; padding: 10px;">Dell&#8217;s Medium</td> <td style="width: 19.5999%; height: 48px; padding: 10px;">Eric Vanderburg</td> </tr> <tr style="height: 48px;"> <td style="width: 56.3999%; height: 48px;">Open Source Deep Learning Frameworks and Visual Analytics</td> <td style="width: 24.0001%; height: 48px;">Data Science Central</td> <td style="width: 19.5999%; height: 48px;">Kai Waehner</td> </tr> <tr style="height: 48px;"> <td style="width: 56.3999%; height: 48px; padding: 10px;">Would Your Employees Open This Fake, Malware-Filled Email?</td> <td style="width: 24.0001%; height: 48px; padding: 10px;">Huffington Post</td> <td style="width: 19.5999%; height: 48px; padding: 10px;">Gene Marks</td> </tr> <tr style="height: 48px; padding: 10px;"> <td style="width: 56.3999%; height: 48px; padding: 10px;">Comprehensive Repository of Data Science and ML Resources</td> <td style="width: 24.0001%; height: 48px; padding: 10px;">Data Science Central</td> <td style="width: 19.5999%; height: 48px; padding: 10px;">Vincent Granville</td> </tr> <tr> <td style="width: 56.3999%; padding: 10px;">Top 10 Hot Data Security And Privacy Technologies</td> <td style="width: 24.0001%; padding: 10px;">Forbes</td> <td style="width: 19.5999%; padding: 10px;">Gil Pres</td> </tr> <tr> <td style="width: 56.3999%; padding: 10px;">Important Considerations for Your Business and GDPR</td> <td style="width: 24.0001%; padding: 10px;">LinkedIn</td> <td style="width: 19.5999%; padding: 10px;">Eric Vanderburg</td> </tr> <tr> <td style="width: 56.3999%; padding: 10px;">Top 10 Hot Data Security And Privacy Technologies</td> <td style="width: 24.0001%; padding: 10px;">Forbes</td> <td style="width: 19.5999%; padding: 10px;">Gil Pres</td> </tr> <tr> <td style="width: 56.3999%; padding: 10px;">Building a Cyberresilient Organization</td> <td style="width: 24.0001%; padding: 10px;">Boston Consulting Group</td> <td style="width: 19.5999%; padding: 10px;">Walter Bohmayr</td> </tr> <tr> <td style="width: 56.3999%; padding: 10px;">A security expert built an unofficial Wikipedia for the dark web</td> <td style="width: 24.0001%; padding: 10px;">Engadget</td> <td style="width: 19.5999%; padding: 10px;">David Lumb</td> </tr> <tr> <td style="width: 56.3999%; padding: 10px;">Machine learning-based threat detection is coming to your smartphone</td> <td style="width: 24.0001%; padding: 10px;">Computer World</td> <td style="width: 19.5999%; padding: 10px;">Lucas Mearian</td> </tr> <tr> <td style="width: 56.3999%; padding: 10px;">Here&#8217;s What Hackers Don&#8217;t Want You to Know</td> <td style="width: 24.0001%; padding: 10px;">Inc.</td> <td style="width: 19.5999%; padding: 10px;">John White</td> </tr> </tbody> </table> <h2>There&#8217;s a lot of data here. Now what?</h2> <p>This data only scratches the surface. The reality is that you may never actually engage with any of these influencers outside of pitching stories, and that’s OK. As stated in my last article, influencers drive the conversation and have the ability to impact markets strictly by their words. They influence language, vernacular and the way people talk about certain technologies. And lastly, they can influence search behavior and the actual keywords that users type into Google when looking for more information about a product or service.</p> <p>If you can get ahead of the curve and begin to understand how influencers are talking, and what jargon and buzzwords they’re using, you can predict and/or begin to adopt the same language in all of your content forms: web pages, blog posts, contributed articles, press releases, social content and ad copy.</p> <p>The result would be twofold: an increase in brand relevance among the targeted influencers and core audiences and visibility in Google’s organic search results, which we know is the home page for all B2B buyers.</p> <p>As next steps, consider the following:</p> <ul> <li>Prioritize your media strategy and build narratives and shareable content about each of the topics that influencers care about through laser-focused pitching, media relations and content marketing.</li> <li>Align social and editorial strategy with the trending conversations happening among the influencer audience.</li> <li>Tell strategic brand stories across owned media channels and feed the content engine with stories that are top of mind of the influencers.</li> <li>Participate in more industry conversations and create shareable content that resonates with the influencers.</li> </ul> <p>In my next article, I will highlight several ways to build an influencer program with a corresponding engagement plan that delivers business outcomes, not just business outputs.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/how-researching-b2b-influencers-can-deliver-actionable-intelligence-242490">How researching B2B influencers can deliver actionable intelligence</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Martech + Ad tech, Part 1: The tools to transform insight into action https://marketingland.com/martech-ad-tech-part-1-the-tools-to-transform-insight-into-action-242073 Marketing Land urn:uuid:cd94ec1a-200a-7aec-e519-d97d085db84f Mon, 18 Jun 2018 15:35:00 +0000 <p>Navigating the convergence of martech and ad tech isn't for the faint-hearted, but contributor Jose Cebrian describes the possibilities now arising.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/martech-ad-tech-part-1-the-tools-to-transform-insight-into-action-242073">Martech + Ad tech, Part 1: The tools to transform insight into action</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-191314" src="https://martechtoday.com/wp-content/uploads/2016/10/martech-gears-people-ss-1920-2-800x450.jpg" alt="" width="800" height="450" /> <p>Every marketer knows how important it is to collect data and use it to inform strategies and analyze performance.</p> <p>But the collection and parsing of data is only one side of the marketing equation. If the data isn’t being leveraged effectively, the value of accumulating it is negligible.</p> <p>Marketing technology (martech) and advertising technology (ad tech) are converging from every direction, at a maddening pace. So much so that David Daniels of The Relevancy Group coined the term “<a href="https://thedma.org/blog/marketing-conferences/everychannel-marketing-strategy-insights-david-daniels-2017-email-marketer-thought-leader-year/" rel="nofollow noopener">MadTech</a>” to capture the right tone.</p> <p>And despite the constant change and complexity, marketers now have the tools they need to take immediate, impactful action on the data they collect. Better yet, because that action is data-driven, it is by default aligned with customer-centricity.</p> <p><a href="https://martechtoday.com/martech-ad-tech-part-1-the-tools-to-transform-insight-into-action-216821?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/martech-ad-tech-part-1-the-tools-to-transform-insight-into-action-242073">Martech + Ad tech, Part 1: The tools to transform insight into action</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Is your customer the unifying thread? How to do martech right https://marketingland.com/is-your-customer-the-unifying-thread-how-to-do-martech-right-242497 Marketing Land urn:uuid:6d131a9d-e171-222e-d677-912506044bfe Mon, 18 Jun 2018 15:01:00 +0000 <p>How you approach martech is highly dependent on the thread that's unifying all of your decision-making. Contributor Debbie Qaqish explains how this affects your chances of success.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/is-your-customer-the-unifying-thread-how-to-do-martech-right-242497">Is your customer the unifying thread? How to do martech right</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-217224" src="https://martechtoday.com/wp-content/uploads/2018/06/thread-sewing-ss-1920-800x450.jpg" alt="" width="800" height="450" /> <p>In 2011, I worked with a large tech firm on their martech stack. This was years before marketing operations (MO) was cool or the term martech or stack was in play.</p> <p>During our meeting, my contact handed me a single sheet of paper with 20 different logos representing all the technologies they used to support marketing. Her question was, “What should we keep and what should we get rid of? Also, keep in mind that this will be a battle to get alignment on any changes.”</p> <p>I picked up the sheet of paper, took a look at the logos and replied, “I have no idea.” She was a bit taken aback; after all, I was supposed to be consulting with her on this.</p> <p>However, like many tech stacks, this one was put together over time and based on many different goals with many different owners. Without a unifying thread with which to make decisions on what stays and what goes, how things are used and how they are integrated, there wasn’t a chance that this tech stack would ever be anything but a set of disparate, costly and ineffective systems representing different fiefdoms.</p> <p>Fast forward to today, and we know that marketing ops as a capability has quickly matured. Even so, MO groups are still all over the board in creating the “unifying threads” to envision and optimize their stack.  Today there are three primary unifying threads in action:</p> <ol> <li>Technology.</li> <li>Funnel.</li> <li>Customer journey.</li> </ol> <h2>Technology thread</h2> <img class="aligncenter size-large wp-image-217230" src="https://martechtoday.com/wp-content/uploads/2018/06/technology-circuit-ss-1920-800x450.jpg" alt="" width="800" height="450" /> <p>If the MO group uses “technology” as their unifying thread, we find a MO group that acts more like a traditional IT group. Characteristics include chasing the next bright and shiny toy, poor communication protocols, a fiefdom mentality and an “I know best” set of behaviors.</p> <p>I recently had a front-row seat to a blow-up in a company between a tech-centric MO group and the marketing group. One of the first issues that exacerbated the blow-up was that the MO group was actually part of the company’s IT organization.</p> <p><a href="https://martechtoday.com/is-your-customer-the-unifying-thread-how-to-do-martech-right-216957?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/is-your-customer-the-unifying-thread-how-to-do-martech-right-242497">Is your customer the unifying thread? How to do martech right</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google announces new features for retail advertisers at SMX Advanced https://marketingland.com/google-announces-new-features-for-retail-advertisers-at-smx-advanced-242199 Marketing Land urn:uuid:06b46896-9b54-890a-7dbc-6eb999336591 Mon, 18 Jun 2018 14:15:58 +0000 <p>A new local inventory ad unit for GDN and product pricing benchmarks are among the announcements.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/google-announces-new-features-for-retail-advertisers-at-smx-advanced-242199">Google announces new features for retail advertisers at SMX Advanced</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <a href="https://marketingland.com/wp-content/ml-loads/2018/06/google-shopping-cart-2016a-ss-1920.jpg"><img class="size-large wp-image-242198 aligncenter" src="https://marketingland.com/wp-content/ml-loads/2018/06/google-shopping-cart-2016a-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/google-shopping-cart-2016a-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/google-shopping-cart-2016a-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/06/google-shopping-cart-2016a-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p>Google <a href="https://adwords.googleblog.com/2018/06/local-and-shopping-innovations-smx2018.html">announced</a> several new advertising features for retailers and brand manufacturers during a keynote discussion with Surojit Chatterjee, who leads product for Google Shopping, at <a href="https://marketinglandevents.com/smx/advanced">SMX Advanced</a> in Seattle last week.</p> <p>The announcements include features for local selling, price comparisons and an update on Google Shopping Actions. Here&#8217;s a look at some of what was discussed onstage in Seattle.</p> <h2>Product price benchmarks for Shopping advertisers</h2> <p>Advertisers running Google Shopping campaigns will be able to compare their product prices against those of competitors. Advertisers can then use that comparative data to inform their bidding strategies on specific products &#8212; bidding down products that can&#8217;t compete price-wise and bidding up those that can, for example.</p> <p>Additionally, the data will allow them to better understand and adjust to performance changes caused by competitor price changes, and they can also employ the data for internal decisions about pricing.<a href="https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-product-pricing-benchmarks.png"><img class="size-large wp-image-242560 aligncenter" src="https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-product-pricing-benchmarks-800x436.png" alt="" width="800" height="436" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-product-pricing-benchmarks-800x436.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-product-pricing-benchmarks-600x327.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-product-pricing-benchmarks-768x419.png 768w, https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-product-pricing-benchmarks.png 979w" sizes="(max-width: 800px) 100vw, 800px" /></a></p> <p>The price benchmarks reporting will be available in AdWords soon.</p> <h2>New online-to-offline features and programs</h2> <h3>Affiliate location extensions on YouTube</h3> <p>Google has launched <a href="https://searchengineland.com/affiliate-location-ad-extension-manufacturers-google-adwords-261450">affiliate location extensions</a> in Search and Display campaigns to help brands and manufacturers show users nearby retail chains where their products are carried. Those ad extensions can now appear in TrueView in-stream and bumper ads on YouTube.</p> <p>When a user clicks on an affiliate location extension, it brings up a Maps page of nearby retailers where the product is sold, as shown in the example below.<a href="https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-affiliate-extensions-youtube.jpg"><img class="size-large wp-image-242561 aligncenter" src="https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-affiliate-extensions-youtube-607x600.jpg" alt="" width="607" height="600" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-affiliate-extensions-youtube-607x600.jpg 607w, https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-affiliate-extensions-youtube-405x400.jpg 405w, https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-affiliate-extensions-youtube-768x759.jpg 768w, https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-affiliate-extensions-youtube-70x70.jpg 70w" sizes="(max-width: 607px) 100vw, 607px" /></a> Additionally, advertisers can get store visits data on their affiliate location extensions if the ads gain enough data.</p> <p>Google says early testing showed that including affiliate location extensions in YouTube ads could increase CTR by more than 15 percent.</p> <h3>Local catalog ads in Display</h3> <p>A new local catalog ad unit for the Google Display Network will be available to retail advertisers with physical locations by the end of June. The mobile display ad units feature a hero image at the top followed by product cards of inventory available locally. The product cards show &#8220;in-store&#8221; availability and pricing.</p> <p>&#8220;This new format can complement your traditional print campaigns &#8212; including catalogs, flyers and circulars &#8212; with the added audience and measurement benefits of digital ads,&#8221; Chatterjee told the SMX audience.</p> <p>French appliance retailer Boulanger was among the beta testers for local catalog ads. An example of its ad for a promotion this spring is shown below. The companies say the campaign drove more than 20,000 <a href="https://searchengineland.com/google-says-now-tracked-4-billion-store-visits-ads-272221">store visits</a> and a 42x return on ad spend.</p> <h3><a href="https://searchengineland.com/figz/wp-content/seloads/2018/06/google-local-catalog-ads.gif"><img class="aligncenter wp-image-300007 size-large" src="https://searchengineland.com/figz/wp-content/seloads/2018/06/google-local-catalog-ads-304x600.gif" alt="" width="304" height="600" /></a>Local feed partnership program</h3> <p>Getting local inventory feeds set up in order to run <a href="https://searchengineland.com/google-local-inventory-shopping-ads-instead-local-pack-267739">local inventory ads</a>, and now local catalog ads, can be a big hurdle for retailers. To make it easier, Google is launching a new program for retailers&#8217; point-of-sale and inventory data providers that lets them send sales and inventory data directly to Google. With this program, retailers can skip the process of creating local inventory feeds entirely.</p> <p>The program also enables retailers to include local inventory in the <a href="https://searchengineland.com/google-local-inventory-ad-maps-knowledge-panel-live-253899">&#8220;See What&#8217;s In Store&#8221; area in knowledge panels</a> that&#8217;s currently in beta. Cayan, Pointy, Linx and yReceipts are among the vendors participating in the local feed partnership program.</p> <h2>Progress update on Google Shopping Actions</h2> <p>Google also shared some updates on <a href="https://searchengineland.com/google-launches-cost-per-sale-shopping-actions-unified-shopping-program-across-search-assistant-express-294448">Google Shopping Actions</a>, the new commerce program available via Search, Assistant and voice that the company launched in March.</p> <p>Chatterjee told the SMX audience that more than 70 retailers are now live on the program, and thousands of retailers have submitted the <a href="https://www.google.com/retail/shoppingactions/">interest form</a>.</p> <p>&#8220;Early testing indicates that participating retailers on average see an increase in total clicks and conversions at a lower overall cost per click and conversion, compared to running Shopping ads alone,&#8221; he said. That includes results captured from February to June.</p> <p><a href="https://searchengineland.com/google-announces-new-features-for-retail-advertisers-at-smx-advanced-300001?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[This article originally appeared on Search Engine Land.]</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/google-announces-new-features-for-retail-advertisers-at-smx-advanced-242199">Google announces new features for retail advertisers at SMX Advanced</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> What Is a High-Quality Link? by @krisjonescom http://tracking.feedpress.it/link/13962/9488126 Search Engine Journal urn:uuid:4011cdc7-c18c-279f-495a-a69e7c67d24c Mon, 18 Jun 2018 13:45:15 +0000 <p>Don't follow third-party links blindly! Here are the things you need to consider when evaluating link authority.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/high-quality-link/256683/">What Is a High-Quality Link? by @krisjonescom</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9488126.gif" height="1" width="1"/> SEO Specialist vs. Generalist: Why You May Be Better off Avoiding a Niche by @tonynwright http://tracking.feedpress.it/link/13962/9487610 Search Engine Journal urn:uuid:1b226cb8-7c44-7934-6421-64fadcfd1c0c Mon, 18 Jun 2018 12:45:48 +0000 <p>Here's why SEO agencies and pros might be better off avoiding a specific niche.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/seo-specialist-generalist-niche/257135/">SEO Specialist vs. Generalist: Why You May Be Better off Avoiding a Niche by @tonynwright</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9487610.gif" height="1" width="1"/> 5 Reasons Why You Should Avoid Cheap SEO Packages http://tracking.feedpress.it/link/13962/9487176 Search Engine Journal urn:uuid:d11e6fc7-3d98-e8b7-44a6-11c2c5be9898 Mon, 18 Jun 2018 11:45:13 +0000 <p>Good and effective SEO isn't cheap. Here are five compelling reasons why you should avoid cheap and affordable SEO packages.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/avoid-cheap-seo-packages/245687/">5 Reasons Why You Should Avoid Cheap SEO Packages</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9487176.gif" height="1" width="1"/> How to Build a Facebook Ads Funnel by Modeling Email Sequences https://www.socialmediaexaminer.com/how-to-build-facebook-ads-funnel-by-modeling-email-sequences/ Social Media Examiner urn:uuid:072ba6bf-73a7-8d17-3469-642daa68874e Mon, 18 Jun 2018 10:00:20 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/facebook-ad-funnel-how-to-scale-email-marketing-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/facebook-ad-funnel-how-to-scale-email-marketing-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/facebook-ad-funnel-how-to-scale-email-marketing-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/facebook-ad-funnel-how-to-scale-email-marketing-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/facebook-ad-funnel-how-to-scale-email-marketing-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/facebook-ad-funnel-how-to-scale-email-marketing-1200-1024x538.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/facebook-ad-funnel-how-to-scale-email-marketing-1200-495x260.png 495w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/facebook-ad-funnel-how-to-scale-email-marketing-1200-770x404.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/facebook-ad-funnel-how-to-scale-email-marketing-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/facebook-ad-funnel-how-to-scale-email-marketing-1200-920x483.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/facebook-ad-funnel-how-to-scale-email-marketing-1200-600x315.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to scale your most successful email marketing funnels? Wondering how a Facebook ads funnel can help? In this article, you&#8217;ll discover how to create a sequence of Facebook and/or Instagram ads based on your email marketing funnel. #1: Outline Your Ad Sequence Funnel Most sales funnels include an email follow-up sequence, which is a <a class="read-more" href="https://www.socialmediaexaminer.com/how-to-build-facebook-ads-funnel-by-modeling-email-sequences/">[...]</a></p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-build-facebook-ads-funnel-by-modeling-email-sequences/">How to Build a Facebook Ads Funnel by Modeling Email Sequences</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.</p> How to Turn Unlinked Brand Mentions Into Links by @annaleacrowe http://tracking.feedpress.it/link/13962/9479180 Search Engine Journal urn:uuid:52658185-7d99-2308-c508-2dac28c1a184 Sun, 17 Jun 2018 14:05:55 +0000 <p>Creating valuable content but not getting credit for it? Here's how to turn linkless mentions of your brand into links.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/link-building-guide/brand-mentions/">How to Turn Unlinked Brand Mentions Into Links by @annaleacrowe</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9479180.gif" height="1" width="1"/> Facebook Advertising Updates https://www.socialmediaexaminer.com/facebook-advertising-updates/ Social Media Examiner urn:uuid:5b0dc47a-6ff4-6a8c-1de9-fab1730a7024 Sat, 16 Jun 2018 10:00:57 +0000 <img width="1200" height="628" src="https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/SMMT-Show-2018-06-15-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/SMMT-Show-2018-06-15-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/SMMT-Show-2018-06-15-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/SMMT-Show-2018-06-15-1200-300x157.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/SMMT-Show-2018-06-15-1200-768x402.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/SMMT-Show-2018-06-15-1200-1024x536.png 1024w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/SMMT-Show-2018-06-15-1200-497x260.png 497w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/SMMT-Show-2018-06-15-1200-770x403.png 770w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/SMMT-Show-2018-06-15-1200-450x236.png 450w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/SMMT-Show-2018-06-15-1200-920x481.png 920w, https://www.socialmediaexaminer.com/wp-content/uploads/2018/06/SMMT-Show-2018-06-15-1200-600x314.png 600w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Welcome to this week&#8217;s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week&#8217;s Social Media Marketing Talk Show, we explore Instagram shoppable tags in Stories with Jeff Sieh, Facebook ads updates, Twitter news features with Madalyn Sklar, <a class="read-more" href="https://www.socialmediaexaminer.com/facebook-advertising-updates/">[...]</a></p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/facebook-advertising-updates/">Facebook Advertising Updates</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com"></a>.</p> Bing Ads Integrates With LiveRamp to Improve Custom Audiences Targeting by @MattGSouthern http://tracking.feedpress.it/link/13962/9466773 Search Engine Journal urn:uuid:54a15753-a121-6d48-0326-57d659fe549c Sat, 16 Jun 2018 02:34:19 +0000 <p>Bing Ads has integrated with LiveRamp, a provider of identity resolution services, to deliver “people-based search capabilities” in Custom Audiences.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/bing-ads-integrates-liveramp-improve-custom-audiences-targeting/257475/">Bing Ads Integrates With LiveRamp to Improve Custom Audiences Targeting by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9466773.gif" height="1" width="1"/> YouTube Like & Dislike Counts Are Now More Accurate by @MattGSouthern http://tracking.feedpress.it/link/13962/9466554 Search Engine Journal urn:uuid:8223d287-1288-4a27-45d0-566d2b5b39e1 Sat, 16 Jun 2018 02:06:29 +0000 <p>YouTube has improved the system it has in place that validates likes and dislikes. Total numbers are now more accurate.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/youtube-like-dislike-counts-now-accurate/257467/">YouTube Like &#038; Dislike Counts Are Now More Accurate by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9466554.gif" height="1" width="1"/> Google My Business Adds “Good for Watching Sports” Attribute by @MattGSouthern http://tracking.feedpress.it/link/13962/9465485 Search Engine Journal urn:uuid:15bac6e3-b9ff-07b1-7e55-cb0e5ad7318c Fri, 15 Jun 2018 22:47:32 +0000 <p>Google introduced a new attribute that establishments can add to GMB listings, letting them indicate they’re “good for watching sports.”</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-business-adds-good-watching-sports-attribute/257457/">Google My Business Adds “Good for Watching Sports” Attribute by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9465485.gif" height="1" width="1"/> Marketing Day: Google updates Ad Settings, Facebook PR head leaves & more https://marketingland.com/marketing-day-google-updates-ad-settings-facebook-pr-head-leaves-more-242547 Marketing Land urn:uuid:33b2091c-2763-ef82-00a4-23a0019b25b3 Fri, 15 Jun 2018 19:58:48 +0000 <p>Here's our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-google-updates-ad-settings-facebook-pr-head-leaves-more-242547">Marketing Day: Google updates Ad Settings, Facebook PR head leaves &#038; more</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-149669" src="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/10/marketing-day-header-v2-mday-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Here&#8217;s our recap of what happened in online marketing today, as reported on <a href="http://marketingland.com/">Marketing Land</a> and other places across the web.</p> <h2>From Marketing Land:</h2> <ul> <li><strong><a title="The five facets of media" href="https://marketingland.com/the-five-facets-of-media-241971">The five facets of media</a></strong><br /> <!-- byline -->Jun 15, 2018 by Peter Minnium<!-- end byline --><br /> A lot has changed in the media world in recent years, but contributor Peter Minnium explains how some aspects of the media experience remain fundamental.<!--end ml posts--></li> <li><strong><a title="Facebook’s head of communications &#038; public policy is leaving the company" href="https://marketingland.com/facebooks-head-of-communications-public-policy-is-leaving-the-company-242484">Facebook’s head of communications &#038; public policy is leaving the company</a></strong><br /> <!-- byline -->Jun 15, 2018 by Amy Gesenhues<!-- end byline --><br /> Elliot Schrage, who has led communications around Facebook’s response to the Cambridge Analytica scandal, has been with the company for 10 years.<!--end ml posts--></li> <li><strong><a title="Find the right marketing automation software for your business" href="https://marketingland.com/find-the-right-marketing-automation-software-for-your-business-242503">Find the right marketing automation software for your business</a></strong><br /> <!-- byline -->Jun 15, 2018 by Digital Marketing Depot<!-- end byline --><br /> Marketing organizations of all sizes are being inundated by data from multiple digital marketing channels and an increasing number of consumer devices. Faced with challenging market dynamics and increasing ROI pressure, more marketers are using marketing automation platforms to manage complex, multitouch buyer ecosystems.<!--end ml posts--></li> <li><strong><a title="How does Yelp’s review solicitation penalty work?" href="https://marketingland.com/how-does-yelps-review-solicitation-penalty-work-242381">How does Yelp’s review solicitation penalty work?</a></strong><br /> <!-- byline -->Jun 15, 2018 by Joy Hawkins<!-- end byline --><br /> Contributor Joy Hawkins provides an overview of how Yelp’s review solicitation penalty works and explains why you should not ask for reviews.<!--end ml posts--></li> </ul> <ul> <li><strong><a title="Report: 52% of millennials want retailers to mirror their values" href="https://marketingland.com/report-52-of-millennials-want-retailers-to-mirror-their-values-242460">Report: 52% of millennials want retailers to mirror their values</a></strong><br /> <!-- byline -->Jun 15, 2018 by Greg Sterling<!-- end byline --><br /> Survey from Euclid shows components that fuel favorable brand perception.<!--end ml posts--></li> <li><strong><a title="Pinterest Marketing Partner program adds creative segment with 7 ad platforms" href="https://marketingland.com/pinterest-marketing-partner-program-adds-creative-segment-with-7-ad-platforms-242422">Pinterest Marketing Partner program adds creative segment with 7 ad platforms</a></strong><br /> <!-- byline -->Jun 15, 2018 by Amy Gesenhues<!-- end byline --><br /> Pinterest advertisers will now be able to use Vidmob, Popular Pays, Social Native, Vidsy, Shutterstock Custom, QuickFrame and The Online Studio.<!--end ml posts--></li> </ul> <h2>Recent Headlines From <a href="https://martechtoday.com/">MarTech Today</a>, Our Sister Site Dedicated To Marketing Technology:</h2> <ul> <li><strong><a title="Is your customer the unifying thread? How to do martech right" href="https://martechtoday.com/is-your-customer-the-unifying-thread-how-to-do-martech-right-216957">Is your customer the unifying thread? How to do martech right</a></strong><br /> <!-- byline -->Jun 15, 2018 by Debbie Qaqish<!-- end byline --><br /> How you approach martech is highly dependent on the thread that’s unifying all of your decision-making. Contributor Debbie Qaqish explains how this affects your chances of success.<!--end ml posts--></li> <li><strong><a title="This week in GDPR: OneTrust reports high usage of its DSAR tool, Altify updates its platform &#038; more" href="https://martechtoday.com/this-week-in-gdpr-onetrust-reports-high-usage-of-its-dsar-tool-altify-updates-its-platform-more-217126">This week in GDPR: OneTrust reports high usage of its DSAR tool, Altify updates its platform &#038; more</a></strong><br /> <!-- byline -->Jun 15, 2018 by Robin Kurzer<!-- end byline --><br /> A weekly wrap-up of how companies are adapting to the new General Data Protection Regulation<!--end ml posts--></li> </ul> <h2>Online Marketing News From Around The Web:</h2> <ul> <li><a href="https://www.reuters.com/article/us-global-media-facebook/facebook-used-less-for-news-as-youngsters-turn-to-whatsapp-reuters-institute-idUSKBN1J939N">Facebook used less for news as youngsters turn to WhatsApp</a>, Reuters</li> <li><a href="https://productforums.google.com/forum/?hl=en#!category-topic/youtube/IFW5qjvCUlw">Improved accuracy of Like &#038; Dislike counts across YouTube</a>, Google</li> <li><a href="https://www.searchenginepeople.com/blog/right-social-media-image-sizes.html">The Right Social Media Image Sizes</a>, Search Engine People</li> <li><a href="https://econsultancy.com/blog/70073-what-is-a-customer-data-platform-how-is-it-different-from-a-dmp-or-crm/">What is a customer data platform? How is it different from a DMP or CRM?</a>, Econsultancy</li> <li><a href="https://www.thinkwithgoogle.com/consumer-insights/diversity-in-business/">Why diversity of talent is a matter of life and death for creative agencies.</a>, Think With Google</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/marketing-day-google-updates-ad-settings-facebook-pr-head-leaves-more-242547">Marketing Day: Google updates Ad Settings, Facebook PR head leaves &#038; more</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Link Diversity – Still Relevant to SEO? by @martinibuster http://tracking.feedpress.it/link/13962/9463931 Search Engine Journal urn:uuid:5abb9dba-1008-db23-68bc-f564faacd7c6 Fri, 15 Jun 2018 19:02:01 +0000 <p>Roger Montti considers the concept of link diversity and discusses why to a reasonable extent it may be time to rethink it.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/link-diversity/257403/">Link Diversity &#8211; Still Relevant to SEO? by @martinibuster</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9463931.gif" height="1" width="1"/> The five facets of media https://marketingland.com/the-five-facets-of-media-241971 Marketing Land urn:uuid:5859e1d6-9f08-e348-76dd-5ef667b6c155 Fri, 15 Jun 2018 17:47:00 +0000 <p>A lot has changed in the media world in recent years, but contributor Peter Minnium explains how some aspects of the media experience remain fundamental. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/the-five-facets-of-media-241971">The five facets of media</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="dn-file-id-241968" src="/wp-content/ml-loads/2018/06/Five_Facets_of_Media_Hero_Cover_1920x1080-800x450.jpg" alt="" width="800" height="450" /> <p>I recently overheard a conversation amongst a group of interns tasked with mapping the new media landscape: “Uber is clearly a medium, not a service!” argued one eager participant. “It’s a platform that mediates interactions between users; if Facebook and Google are media companies, then so is Uber!”</p> <p>When I <a href="https://marketingland.com/failed-digital-advertising-129053">started in the advertising industry</a>, there was no such debate over what constituted media. “TV, radio, print and outdoor” was the obvious answer. Digital technology upended that simple paradigm by blurring the line between producers, distributors and consumers of content.</p> <p>Any company that “mediates” user access to information <em>could</em> be a media company, but there must be limits to this new definition. What then, qualifies as media today? To answer this question, it helps to take a step back and examine the history of media and its primary aspects.</p> <h2>Media then and now</h2> <p>Media are all around us. Sounds and images are some of the most basic; they act as vehicles for thoughts and ideas. Typically, though, we think of media like TV, radio or newspapers. Building on sounds, images and text, these media are also vehicles for content.</p> <p>Historically, the consumption of media has been a largely passive experience. In the early days, oral storytellers, artisans and musicians used stories to record and share community values or important events, while audiences did little more than listen and admire.</p> <p>Despite myriad means of production, access to content was restricted by the low income of the general population and limited distribution networks. Storytellers traveled by foot or horse, performing only a few times each day for audiences that could afford to be away from their fields and workshops.</p> <p>Digital technology and the internet have dramatically reduced the distance between storytellers and audiences, profoundly impacting the production, distribution and consumption of media.</p> <p>Despite this, the five fundamental layers between producer and consumer remain the same.</p> <h2>1. The art of storytelling</h2> <p>All media encodes an idea, essentially expressed as a story: an event (news), a sentiment (music or poetry) or a call to action (manifesto). This is the first of five media layers that stand between storytellers and their audience.</p> <img class="dn-file-id-241970" src="/wp-content/ml-loads/2018/06/Storytelling_800px-799x600.jpg" alt="" width="799" height="600" /> <p>By <a href="https://marketingland.com/6-secrets-digital-storytelling-190386">encoding ideas in story form</a>, we make them more relatable, easier to communicate and far more compelling. We need only look to Aesop’s cautionary fables to see how memorable &#8212; and impactful &#8212; a story can be. Who doesn’t know and understand the story of the tortoise and the hare?</p> <p>Institutionalized storytelling has a long history, stretching back to oral storytellers, town criers and theater troupes. Performing for largely elite audiences, they used stories to express the ethos of a community and explore current events and social issues.</p> <p>Today, the internet allows for the creation and distribution of these same types of stories, keeping the public informed and entertained. Despite vast advances in technology, the fundamental components of these stories have remained largely unchanged.</p> <h2>2. The best medium for the message</h2> <p>Once encoded in a story, the idea can be formulated through a variety of means, including speech, text, musical instruments and paint brushes. How a story is encoded is the second media layer and determines how it is approached and understood.</p> <p>Music is a great way to express a feeling, and lyrics can be a powerful platform for dissecting current social concerns, but a song is the wrong form for news or complex philosophical ideas. We instinctively turn toward different codes to share a thought or experience.</p> <img class="dn-file-id-241967" src="/wp-content/ml-loads/2018/06/Encoding_story_800px.jpg" alt="" width="800" height="600" /> <p>News, entertainment and emotional communication were all objects of early storytelling. The distinctions between forms yielded media diversity even in the earliest societies, with artisans, scribes, musicians and playwrights all telling the stories best suited to their form.</p> <p>Though digital tools have multiplied the “instruments” available to storytellers, primary forms like sound (phone calls, music), images (photos, movies) and text (blogs, social media) still represent most of the storytelling forms in the internet age.</p> <h2>3. Connecting consumers and content</h2> <p>After being encoded, stories are distributed in a manner appropriate to the medium, be it a radio, a theatrical production or a magazine. This is the third layer of media and, like the means of encoding, the means of distribution is often fairly obvious &#8212; though no less impactful.</p> <p>The difference between hearing music live at a club and playing a recording has a fundamental role in shaping consumers’ experience. Though individual preference for one means of distribution over another is subjective, their role in effective storytelling is not.</p> <img class="dn-file-id-241966" src="/wp-content/ml-loads/2018/06/Distributing_media_800px-799x600.jpg" alt="" width="799" height="600" /> <p>The invention of the printing press precipitated the rapid democratization of textual and visual media, with news, stories and images becoming accessible to an increasingly literate lay public. Accordingly, the entertainment value of media quickly became evident.</p> <p>Internet connectivity allows media to be distributed like never before, sending dozens of newspapers into consumers&#8217; pockets and streaming movies directly into the home. This allows for unprecedented connectivity between producers and consumers in both directions.</p> <h2>4. The democratization of access</h2> <p>Each form of distribution permits interaction with content on a different scale: between two individuals, an individual and a group or different groups. Most media fall into one of the first two categories, if we understand “individuals” to include large media groups.</p> <p>The emergence of radio, film and television diversified the means of encoding and delivering content, but access to media remained constricted. Audience size grew rapidly, but production became even more centralized as massive media conglomerates emerged.</p> <img class="dn-file-id-241965" src="/wp-content/ml-loads/2018/06/Democratization_of_access_800px-800x600.jpg" alt="" width="800" height="600" /> <p>Movie theaters, concert halls and newsstands all allow individuals or groups to consume content, but the source remains singular. Audiences watch <em>a</em> movie produced by <em>a </em>studio, or music performed by <em>a</em> band. Selection continued to be limited and consumption-focused.</p> <p>Unlike a physical venue, the internet doesn’t need to specialize; media of all forms are distributed through a single channel. Consumers now can choose between content produced by companies large and small, and communication transcends geographic and cultural differences.</p> <h2>5. The producer is dead &#8212; long live the producers</h2> <p>Though it is obvious that media facilitates communication, we rarely think about who is doing the talking. Most media are directed <em>toward</em> a passive audience. Letters to the editor &#8212; or a round of applause &#8212; allow for some audience participation, but they are limited modes of feedback.</p> <p>Many media distribution networks similarly restrict production. Radio, television and magazines give consumers access to content produced largely by established entities. Individuals are limited in their ability to produce and distribute content on these networks.</p> <img class="dn-file-id-241969" src="/wp-content/ml-loads/2018/06/Long_Live_the_Producers_800px-800x600.jpg" alt="" width="800" height="600" /> <p>Despite vast technological strides, media remained largely unidirectional until recent years. Ham radios and camcorders allowed individuals to produce some content, but their ability to reach audiences was constricted until the internet made mass distribution cost effective.</p> <p>Personal computing democratized not only the access but also the production of content. These advances allow individually produced text, images, music and shows to be shared with all other users, fundamentally changing how we think of media.</p> <h2>Adapting to the new media era</h2> <p>The internet is the ultimate means of connecting storytellers and audiences. Storytelling in its many forms has always been central to education and entertainment, but exponential changes in distribution infrastructure radically altered the scope and depth of popular access to content.</p> <p>Powering, and then responding to, the popular production and distribution of media, the internet has engendered content platforms that act as media for third-party content. Accordingly, the media industry is shifting its focus from production to include aggregated distribution.</p> <p>Telcos and media platforms like Spotify and Amazon sell <em>access</em> to content, more so than the content itself, while social media like Facebook and Twitter allow users to share ideas and services in a virtual forum or marketplace.</p> <p>In the digital age, the boundaries between producers, distributors and consumers are breaking down. Media’s five facets nonetheless continue to be a useful way of understanding the media industry and the ways different media companies and consumers interact.</p> <p>As an agent of popular storytelling, the media industry is fundamentally shaped by changes in the means and scope of our ability to produce, distribute and consume content independently.</p> <p>Its role in bringing people and ideas together, however, remains unchanged.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/the-five-facets-of-media-241971">The five facets of media</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Facebook’s head of communications & public policy is leaving the company https://marketingland.com/facebooks-head-of-communications-public-policy-is-leaving-the-company-242484 Marketing Land urn:uuid:8c730300-4f8e-5441-8d93-4c9f8ed7f428 Fri, 15 Jun 2018 17:44:03 +0000 <p>Elliot Schrage, who has led communications around Facebook's response to the Cambridge Analytica scandal, has been with the company for 10 years. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebooks-head-of-communications-public-policy-is-leaving-the-company-242484">Facebook&#8217;s head of communications &#038; public policy is leaving the company</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-134457" src="https://marketingland.com/wp-content/ml-loads/2015/07/facebook-newlogo1-1920-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2015/07/facebook-newlogo1-1920-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2015/07/facebook-newlogo1-1920-600x338.png 600w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Facebook&#8217;s head of communication and policy, Elliot Schrage, is resigning after leading the company&#8217;s communications and policy teams for the past decade.</p> <p>According to a <a href="https://www.facebook.com/photo.php?fbid=10155368269487536&#038;set=a.97734442535.100230.724872535&#038;type=3&#038;theater">Facebook post on Schrage&#8217;s public page</a>, he says it&#8217;s time for him to start a new chapter:</p> <blockquote><p>As our community and global impact expanded, our challenge to strike a healthy balance has become more urgent and essential. I’ve enjoyed and appreciated the opportunity to help meet that challenge. After more than a decade at Facebook, I&#8217;ve decided it’s time to start a new chapter in my life. Leading policy and communications for hyper growth technology companies is a joy &#8212; but it&#8217;s also intense and leaves little room for much else.</p></blockquote> <p>Per the post, Schrage says that he has been in discussions with Facebook CEO Mark Zuckerberg and COO Sheryl Sandberg about his leaving the company for some time now and that he will lead the search to find Facebook&#8217;s next head of communications and policy. He will also stay on to manage the transition once someone is hired, and then act as an advisor for special projects after he leaves his role.</p> <p>According to Facebook, Schrage started discussions about leaving the company with Zuckerberg and Sandberg long before the 2016 US presidential election. Following the election, the CEO and COO asked him to remain in his role, and he agreed.</p> <p>As head of communications, Schrage has played a vital role in Facebook&#8217;s response to the <a href="https://marketingland.com/facebook-cambridge-analytica-what-we-know-what-they-knew-where-that-leaves-us-238143">Cambridge Analytica user data scandal</a>. He is the executive behind Facebook&#8217;s &#8220;<a href="https://newsroom.fb.com/news/2017/06/hard-questions/">Hard Questions</a>&#8221; editorial on the Facebook blog &#8212; a series that aims to give more transparency on Facebook&#8217;s part around the more complex business issues it faces. &#8220;We hope this will be a place not only to explain some of our choices but also explore hard questions,&#8221; wrote Schrage at the launch of the series in June 2017.</p> <p>He also has been managing <a href="https://marketingland.com/facebook-announces-election-based-research-initiative-237910">Facebook&#8217;s research initiative</a> to determine social media&#8217;s impact on elections that was announced in April, according to the <a href="https://www.recode.net/2018/6/14/17462904/facebook-policy-comms-head-elliot-schrage-leaving">Recode report</a> that broke the story about Schrage&#8217;s departure.</p> <p>Facebook COO Sheryl Sandberg released the following statement on Schrage&#8217;s decision to resign:</p> <blockquote><p>Elliot is one of the most creative and strategic people I have worked with. He’s been instrumental in building our policy and communications teams as well as pushing many of our key initiatives &#8212; including the recent publication of our community standards, data about our effectiveness enforcing those standards and the creation of an independent election commission. Mark and I look forward to his ongoing advice over the years ahead.</p></blockquote> <p>Schrage is the third executive to leave the company since the <a href="https://marketingland.com/facebook-ceos-set-list-for-eu-parliament-sounded-a-lot-like-his-performance-for-congress-last-month-240716">Cambridge Analytica crisis</a>. Facebook&#8217;s chief security officer, Alex Stamos, <a href="https://marketingland.com/facebook-chief-security-officer-said-leaving-company-august-236478">announced in March that he would be resigning in August</a>, reportedly over the company&#8217;s data controversy. During <a href="https://marketingland.com/mark-zuckerberg-announces-new-clear-history-option-more-at-facebooks-f8-conference-239346">Facebook&#8217;s F8 developer</a> conference in May, Mark Zuckerberg made a point to thank WhatsApp CEO Jan Koum for all of his work after Koum announced he was leaving the Facebook-owned property. It was rumored that Koum&#8217;s beliefs regarding user privacy clashed heavily with Facebook&#8217;s handling of user information.</p> <p>In May, Facebook <a href="https://marketingland.com/facebook-reorganizes-internal-teams-moves-existing-executives-into-new-leadership-roles-239780">outlined a massive reorganization</a> of the company&#8217;s product and engineering teams.</p> <p>During an <a href="https://newsroom.fb.com/news/2018/04/hard-questions-protecting-peoples-information/">April 4 meeting with reporters</a>, Zuckerberg said no one had been fired over <a href="https://marketingland.com/facebook-ceos-set-list-for-eu-parliament-sounded-a-lot-like-his-performance-for-congress-last-month-240716">Cambridge Analytica&#8217;s ability to harvest and exploit user data</a>. While no one at Facebook lost their job &#8212; most likely because no one was doing anything wrong in the eyes of the company&#8217;s top executives &#8212; Facebook does appear to be losing some of its top talent as a result of the scandal.</p> <p>For an organization that has experienced little turnover among its upper management &#8212; Schrage celebrated his 10-year anniversary in May, and Koum had been with the company since 2014, when Facebook bought WhatsApp &#8212; there has been a slow drift of executive departures ever since the Cambridge Analytica news hit, with at least one resignation announced per month.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebooks-head-of-communications-public-policy-is-leaving-the-company-242484">Facebook&#8217;s head of communications &#038; public policy is leaving the company</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Find the right marketing automation software for your business https://marketingland.com/find-the-right-marketing-automation-software-for-your-business-242503 Marketing Land urn:uuid:436b54c7-b346-1769-d038-4babfd38b8d4 Fri, 15 Jun 2018 17:23:06 +0000 <p>Marketing organizations of all sizes are being inundated by data from multiple digital marketing channels and an increasing number of consumer devices. Faced with challenging market dynamics and increasing ROI pressure, more marketers are using marketing automation platforms to manage complex, multitouch buyer ecosystems. MarTech Today&#8217;s B2B Marketing Automation Platforms: A Marketer&#8217;s Guide examines the [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/find-the-right-marketing-automation-software-for-your-business-242503">Find the right marketing automation software for your business</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p><img class="alignnone size-large wp-image-218105" src="https://marketingland.com/wp-content/ml-loads/2017/06/marketing-automation-391732621-ss-1920-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2017/06/marketing-automation-391732621-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2017/06/marketing-automation-391732621-ss-1920-600x337.jpg 600w, https://marketingland.com/wp-content/ml-loads/2017/06/marketing-automation-391732621-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" />Marketing organizations of all sizes are being inundated by data from multiple digital marketing channels and an increasing number of consumer devices. Faced with challenging market dynamics and increasing ROI pressure, more marketers are using marketing automation platforms to manage complex, multitouch buyer ecosystems.</p> <p>MarTech Today&#8217;s <a href="https://downloads.digitalmarketingdepot.com/MIR_1602_B2BMrkgAuto_landingpageA_mtt.html?utm_source=ml&#038;utm_medium=newspost" rel="nofollow">B2B Marketing Automation Platforms: A Marketer&#8217;s Guide</a> examines the market for marketing automation software platforms and the considerations involved in implementing this software in your business.</p> <p>This 48-page report covers the latest trends, opportunities and challenges facing the market for B2B marketing automation software tools and includes profiles of 15 leading vendors, capabilities comparisons and recommended steps for evaluating and purchasing.</p> <p>If you are a marketer looking to adopt a marketing automation software platform, this report will help you through the decision-making process. <a href="https://downloads.digitalmarketingdepot.com/MIR_1602_B2BMrkgAuto_landingpageA_mtt.html?utm_source=ml&#038;utm_medium=newspost" rel="nofollow">Visit Digital Marketing Depot</a> to download your copy.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/find-the-right-marketing-automation-software-for-your-business-242503">Find the right marketing automation software for your business</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> NYIAX partners for the first outside instance of its patent-pending asset exchange https://marketingland.com/nyiax-partners-for-the-first-outside-instance-of-its-patent-pending-asset-exchange-242456 Marketing Land urn:uuid:180b39e9-6e16-9199-2ea3-f88bc7578bc5 Fri, 15 Jun 2018 15:44:46 +0000 <p>The patent, filed by the blockchain-based ad exchange and Nasdaq, covers the techniques employed by a soon-to-launch, asset-trading community of creators, audience and brands.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/nyiax-partners-for-the-first-outside-instance-of-its-patent-pending-asset-exchange-242456">NYIAX partners for the first outside instance of its patent-pending asset exchange</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img src="https://marketingland.com/wp-content/ml-loads/2018/06/mesmr-1-800x450.png" alt="" width="800" height="450" class="alignnone size-large wp-image-242493" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/mesmr-1.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/mesmr-1-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/mesmr-1-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Last year, a startup called NYIAX <a href="https://martechtoday.com/emerging-ad-exchange-nyiax-back-future-198874">announced</a> it was adapting the technology of the Nasdaq stock exchange to create a <a href="https://marketingland.com/whats-blockchain-change-marketing-advertising-208382">blockchain</a>-based exchange for the buying and selling of ad contracts.</p> <p>In December, NYIAX filed a patent with Nasdaq for trading any physical or digital asset on an exchange. In other words, NYIAX founder Carolina Abenante told me, the patent describes a way to trade ad contracts, videos, digital or physical collectibles, or whatever, on an exchange.</p> <p>This week, NYIAX announced a new partnership that will be the first &#8212; outside of NYIAX’s own exchange &#8212; to implement this patent-pending approach. The partner is <a href="https://token.mesmr.tv/">mesmr.tv</a> (no caps), a year-old blockchain-based content startup that intends to take the YouTube model to the next phase.</p> <p>The central idea behind mesmr, launching in beta next month, is that content creators, especially video makers, upload their creative work into channels and then buy and sell value around that content.</p> <p><a href="https://martechtoday.com/nyiax-partners-for-the-first-outside-instance-of-its-patent-pending-asset-exchange-217182?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/nyiax-partners-for-the-first-outside-instance-of-its-patent-pending-asset-exchange-242456">NYIAX partners for the first outside instance of its patent-pending asset exchange</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> LiveRamp brings its search targeting to Bing Ads https://marketingland.com/liveramp-brings-its-search-targeting-to-bing-ads-242434 Marketing Land urn:uuid:5f001b52-f2e1-a23b-c4d8-226ca650b202 Fri, 15 Jun 2018 15:33:56 +0000 <p>A year after offering its people-based search targeting through Google, the data provider is now providing a similar service for the Bing search engine.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/liveramp-brings-its-search-targeting-to-bing-ads-242434">LiveRamp brings its search targeting to Bing Ads</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="alignnone size-large wp-image-242433" src="https://marketingland.com/wp-content/ml-loads/2018/06/bing-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/bing.png 800w, https://marketingland.com/wp-content/ml-loads/2018/06/bing-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2018/06/bing-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Almost exactly a year ago, data onboarding and identity resolution provider LiveRamp announced a new people-based search targeting service for IdentityLink.</p> <p>The first effort for that service was <a href="https://martechtoday.com/liveramp-adds-people-based-search-targeting-identitylink-199254">designed for</a> Google’s Customer Match. IdentityLink is LiveRamp’s people-based identity resolution service.</p> <p>With Google’s Customer Match, a brand can target customers with ads in Google Search results. A Honda dealer in Boston, for instance, can target previous and current customers for a sale at its dealership when that user searches for, say, “Honda CRV.”</p> <p>The dealership can <a href="https://searchengineland.com/google-adwords-customer-match-phone-numbers-mailing-addresses-launch-288150">upload</a> the email addresses, phone numbers or addresses of its customers, and Google will try to match it to data users&#8217; Google account data. It might also have other corresponding email addresses for the same person, since non-Google email addresses are sometimes used on Google properties, like YouTube.</p> <p>Since many people remain logged into their account on a Google property while searching, Google can identify those people for the Honda dealer, so the dealership’s ad can be targeted during that search to that person’s history. LiveRamp’s IdentityLink features an extensive correlation of different data sets for the same person, including online and offline attributes and behavior.</p> <p>This week, <a href="http://www.liveramp.com">LiveRamp</a> is applying the same service to Bing Search Ads.</p> <p><a href="https://martechtoday.com/liveramp-brings-its-search-targeting-to-bing-ads-217170?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on MarTech Today.]</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/liveramp-brings-its-search-targeting-to-bing-ads-242434">LiveRamp brings its search targeting to Bing Ads</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Supercharging your SEO with AI: Insights, automation and personalization https://marketingland.com/supercharging-your-seo-with-ai-insights-automation-and-personalization-242236 Marketing Land urn:uuid:5a09935f-f13e-08ea-99c2-148de6e78a59 Fri, 15 Jun 2018 14:01:00 +0000 <p>The tech giants are fully committed to 'AI-first,' and marketers who follow suit can supercharge their SEO strategies. Contributor Jim Yu covers three core marketing areas to take advantage of.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/supercharging-your-seo-with-ai-insights-automation-and-personalization-242236">Supercharging your SEO with AI: Insights, automation and personalization</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p class="dn-file-id-321939412"><img class="aligncenter size-large wp-image-242235" src="https://marketingland.com/wp-content/ml-loads/2018/06/AI-artificial-intelligence-shutterstock_651441421-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/AI-artificial-intelligence-shutterstock_651441421-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/AI-artificial-intelligence-shutterstock_651441421-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/06/AI-artificial-intelligence-shutterstock_651441421-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></p> <p>Recently, I had the pleasure of presenting at SMX London on <strong><a href="https://marketinglandevents.com/smx/london/session-seo/?id=2304">Supercharging your SEO with AI</a> </strong>and thought I would share some of the insights with Search Engine Land readers.</p> <p>Google made global headlines with the demonstration of its new <a href="https://youtu.be/bd1mEm2Fy08">Duplex at this year’s I/O developers conference</a>. This artificial intelligence (AI) system can &#8220;converse&#8221; in natural language with people to schedule an appointment at a hair salon or book a table at a restaurant, for example.</p> <p>To pass the <a href="https://searchengineland.com/the-language-problem-jaguars-the-turing-test-92265">Turing Test,</a> AI must behave in a manner indistinguishable from that of a human. To many, Google Duplex has proven that it can pass this test, but in truth, we are only seeing the beginnings of its future potential.</p> <p><img class="aligncenter size-full wp-image-300070" src="https://searchengineland.com/figz/wp-content/seloads/2018/06/jimyunew.png" alt="" width="775" height="353" /><br /> This particular use of AI made headlines because people are drawn to applications of AI that can mimic human interactions, whether in science fiction or in real life. While that response is driven by fascination, it is also host to an element of fear.</p> <h2>Can AI replace people?</h2> <p>As marketers, we typically encounter two perspectives on this. Either AI will take our jobs and render us obsolete or it will complement our skills and make us more effective.</p> <p>According to a study by the Economist,  75 percent of executives say AI will be “actively implemented” in companies within the next three years, so this is more than a hypothetical discussion.</p> <p>As hype turns to reality, we are realizing that the second perspective is the likely outcome. This would certainly be the most beneficial outcome, with PricewaterhouseCoopers predicting that AI will add $15.7 trillion to global GDP annually by 2030.</p> <img class="aligncenter size-full wp-image-300019" src="https://searchengineland.com/figz/wp-content/seloads/2018/06/jimyu1.png" alt="" width="782" height="429" /> <p>Moreover, AI is already all around us, embedded in products and services we use every day, like Netflix and Pandora.</p> <p>Perhaps most pertinently to us as marketers, AI is deeply embedded in search, and it opens a raft of new opportunities for SEOs that embrace this technology early.</p> <h2>The role of AI in search</h2> <p>Artificial intelligence is making search more human. Although search does not yet &#8220;speak&#8221; to users in the same way the Google Duplex demo could, its objective is very similar.</p> <p>Google’s</p> <p>[<a href="https://searchengineland.com/supercharging-your-seo-with-ai-insights-automation-and-personalization-299900">Read the full article on Search Engine Land</a>.]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/supercharging-your-seo-with-ai-insights-automation-and-personalization-242236">Supercharging your SEO with AI: Insights, automation and personalization</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google updates ‘Ad Settings’ to allow users to turn off targeting signals https://marketingland.com/google-updates-ad-settings-to-allow-users-to-turn-off-targeting-signals-242437 Marketing Land urn:uuid:4e305bd4-cdb9-31d8-2220-1afe74fa547d Fri, 15 Jun 2018 14:00:08 +0000 <p>Google is also extending 'Why this ad?' notices to all services that display Google Ads, including YouTube, Google Play, Gmail, Maps and partner websites and apps.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/google-updates-ad-settings-to-allow-users-to-turn-off-targeting-signals-242437">Google updates &#8216;Ad Settings&#8217; to allow users to turn off targeting signals</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img src="https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-green-outline-ad3-2017-1920-800x450-800x450.jpg" alt="" width="800" height="450" class="aligncenter size-large wp-image-242436" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-green-outline-ad3-2017-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-green-outline-ad3-2017-1920-800x450-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/06/google-adwords-green-outline-ad3-2017-1920-800x450-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Google has <a href="https://www.blog.google/topics/ads/greater-transparency-and-control-over-your-google-ad-experience/">updated</a> its Ad Settings feature to give users more options for limiting ad personalization and is expanding the &#8220;Why this ad?&#8221; notices across all services that display Google Ads.</p> <p>With the changes, users can turn off some of the interest signals that Google uses for targeting ads. The options are located in the &#8220;Personal info and privacy&#8221; section of users&#8217; account Ad Settings.</p> <p>The feature allows users to manage their ad settings and opt out of allowing Google to personalize ads per data it collects on users, including information based on a user&#8217;s actions, information a user has added to their Google account or data Google&#8217;s partner-advertisers have shared with Google about the user (for example, if a user has visited an advertiser&#8217;s website or signed up for a newsletter).</p> <p><a href="https://searchengineland.com/google-updates-ad-settings-to-allow-users-to-turn-off-targeting-signals-300257?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">[Read the full article on Search Engine Land.]</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/google-updates-ad-settings-to-allow-users-to-turn-off-targeting-signals-242437">Google updates &#8216;Ad Settings&#8217; to allow users to turn off targeting signals</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> The Three Pillars of SEO: Authority, Relevance, and Trust by @marktraphagen http://tracking.feedpress.it/link/13962/9461752 Search Engine Journal urn:uuid:e28a03ed-d244-94ae-4115-0049ceb0c728 Fri, 15 Jun 2018 13:58:35 +0000 <p>Here's what you need to do to earn authority, relevance, and trust from search engines for SEO success.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/seo-guide/search-authority/">The Three Pillars of SEO: Authority, Relevance, and Trust by @marktraphagen</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/9461752.gif" height="1" width="1"/> How to determine if you’ve been hit by negative SEO https://marketingland.com/how-to-determine-if-youve-been-hit-by-negative-seo-242392 Marketing Land urn:uuid:c4ec3149-fafd-114e-de20-8504b9dd68bf Fri, 15 Jun 2018 13:56:00 +0000 <p>Knowing you've been hit by a negative SEO campaign is crucial to fighting it. Contributor Joe Sinkwitz outlines the tools and steps you can take to figure out if you've been targeted.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/how-to-determine-if-youve-been-hit-by-negative-seo-242392">How to determine if you&#8217;ve been hit by negative SEO</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="aligncenter size-large wp-image-242391" src="https://marketingland.com/wp-content/ml-loads/2018/06/negative-seo-part-two-800x450.jpg" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2018/06/negative-seo-part-two-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2018/06/negative-seo-part-two-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2018/06/negative-seo-part-two-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>Have you ever experienced a rankings decline and suspected it was due to something a competitor was doing?</p> <p>For this second article, we are going to focus on the process of diagnosing whether or not you&#8217;ve been hit by negative search engine optimization (SEO) techniques.</p> <p>If you need a refresher or missed the first article, here it is: <a href="https://searchengineland.com/what-negative-seo-is-and-is-not-298245">What Negative SEO is and is Not</a>.</p> <p>As you progress through the following steps to try and diagnose what happened, you&#8217;ll need to honestly ask yourself whether the decline you&#8217;re facing is more a result of your own actions or due to someone acting against you.</p> <p>It&#8217;s an important distinction; your first inclination can be to assume someone is out to hurt you, while it might actually be something as simple as accidentally no-indexing your index, disallowing critical paths in robots.txt or having a broken WordPress plug-in that suddenly duplicates all your pages with strange query parameters and improper canonicalization.</p> <p>In the first article, I segmented the majority of search signals into three buckets: links, content and user signals. In order to properly analyze these buckets, we&#8217;re going to need to be able to rely on a variety of tools.</p> <h2>What will you need?</h2> <ul> <li>A browser with access to Google and Bing to find content.</li> <li>Access to your raw weblogs to review content and user signals.</li> <li>Google Analytics to review content and user signals.</li> <li>Google Search Console to review content, links and user signals.</li> <li>Bing Webmaster Tools to review content, links and user signals.</li> <li>A link analysis tool to look at internal and inbound link data.</li> <li>A crawling and technical tool to review content and user signals.</li> <li>A plagiarism tool to review content.</li> </ul> <p>Let&#8217;s step through the different tools and scenarios to determine if you were hit by negative SEO or if it&#8217;s just a mistake.</p> <h2>How are Google and Bing treating my site?</h2> <p>One of the simplest and easiest first steps to take is to check how Google and Bing are treating your site.</p> <p>I like to use both engines in every audit because they react differently, which helps me quickly diagnose a problem. What are we looking for?</p> <ul> <li><strong>Site</strong>:<strong>domain.tld. </strong>Replace &#8220;domain.tld&#8221; with your actual domain. Both engines will return a list of pages from your domain, in a rough order of importance.</li> </ul> <img class="aligncenter size-large wp-image-300138" src="https://searchengineland.com/figz/wp-content/seloads/2018/06/joe1-559x600.png" alt="" width="559" height="600" /> <ul> <li><strong>Are pages missing that you would expect to see due to their value?</strong> Look at the source code and robots.tx&#8230;[<a href="https://searchengineland.com/how-to-determine-if-youve-been-hit-by-negative-seo-299891">Read the full article on Search Engine Land</a>.]</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/how-to-determine-if-youve-been-hit-by-negative-seo-242392">How to determine if you&#8217;ve been hit by negative SEO</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p>