Starbucks & The Economist Admit To Using Google+ For SEO More Than Social

google-plus-featured Last Friday, a New York Times report on Google+ spotlighted Starbucks and The Economist as two brands currently using Google+ to impact search efforts. Alex Wheeler, Starbuck's vice president of global digital marketing, told The New York Times, "When we think about posting on Google+, we think about how does it relate to our search efforts." According to the The New York Times report, Starbucks has only three million Google+ followers compared to its Facebook page's 36 million Likes. The New York Times says Starbucks, "Updates its Google+ page for the sake of good search placement, and ta [...]


Where Do You Go When You’ve Maxed Out SEM?

sem brick wall Advertisers frequently tell me, "If you can hit my CPA target, my SEM budget is unlimited!" This is great in theory but often limited in practice -- at some point, there simply are no more new keywords, or landing page tweaks, or ad text tests that can increase an advertiser's SEM spend. [caption id="attachment_183221" align="aligncenter" width="300"] Has your SEM optimization hit a wall? See options below.[/caption] Two years ago, maxing out on SEM resulted in a virtual dead-end for online marketing growth simply because other channels could not come close to the CPAs achievable in SEM. [...]


4 Go-Tos To Make Online Reviews Work For Your Business

Yelp profile By now, everyone knows that online reviews can have a tremendous impact on consumers' purchasing decisions. Ultimately, a single review -- positive or negative -- can tip the scale in favor of one company over another. No doubt, the power of reviews on Google+, Yelp, Angie's List and other local search directories continues to mount. Review prominence in search results is also rising, as they often appear for a business just below their company website and make up the majority of the corresponding top 10 search results. Major search and review sites weight online reviews very highly, and [...]


How To Run A Successful B2B Social Media Marketing Campaign

social media Many marketers think of social media in the context of B2C companies: after all, 4 in 10 consumers buy products that they've favorited, liked, tweeted or pinned on various social networks. Yet, according to a recent study from MarketingProfs, 87% of B2B marketers use social media platforms in their content marketing efforts. In fact, of 13 tactics proposed from the content marketing arsenal, social media was the most popular. So the question stands: how can a B2B marketer ensure that his or her social media inbound campaigns are the most effective they can be? Here's a closer look at som [...]


What Everybody Missed About Hummingbird: Social Signals

google-plusone-featured Danny Sullivan joined me for a live broadcast event via a Hangout on Air (HOA) this past Halloween, and this included a major revelation about Hummingbird and Social signals. Scott Scowcroft has done an awesome job of extracting this part of the broadcast into a short, 5-minute HOA Nugget video (aka "The Scott Treatment") for me, and you can watch it here: [youtube]http://www.youtube.com/watch?v=OJZIg3WlL74[/youtube] To summarize, it appears that Google previously had major technical limitations with regard to the use of social signals as a ranking factor. With Hummingbird, Google now ha [...]


How Local Businesses Should Size Up & Tackle Social Media

4 Tips to Launch Your Business into Social The most frequently asked question posed these days at events, webinars and new client meetings is “What is the best social media platform for my local business?” Research shows social channels are becoming more important signals in major search engine algorithms that affect the entire SEO and local search landscape. However, effective local and social media marketing is a time-consuming and daunting, yet important, effort for local businesses. Before engaging in a hands-on, local-social marketing effort, it is a good idea to take a step back and look at your overall objectives. What [...]


Is Paid Social Media The New Paid SEO?

PRWeb SEO and Social Media Brands have a new way to pay for external or offsite SEO, a path to influence rankings. It follows the search engines’ terms of service and can lead to the type of links Google says are among the most valuable. Google spokespersons even endorse the principle behind this new paid form of SEO... well, sort of. Can Paid Offsite SEO Be Legal? Yes. Let's begin this exploration with one of the oldest paid SEO channels of all: press releases. Old style press release optimization was straightforward. Write a press release with keyword anchor text links to your website. Place these release [...]


50 Percent Of Companies Struggling With SEO Aren’t Integrating Social Media [Survey]

seo-social-media What's one key difference between companies that are successful with SEO and those that aren't? According to a new study from Ascend2, it's this: Successful companies integrate social media into SEO strategies and tactics more extensively than companies that struggle with SEO. The research agency surveyed almost 600 business and marketing professionals around the world late last month, and asked the group to rate their own companies' SEO success. The survey compares answers from the 15 percent that said they're "very successful" with SEO and the 18 percent that said they're "not successf [...]


The Lost Art Of Social Sharing Buttons

Sharing buttons are no doubt one of the best ways to get your content shared via social media, email and other online channels. However, while many website owners agree that sharing buttons are a good thing, not everyone agrees on how to implement them. There are several ways to optimize these buttons to increase your shares -- thus increasing traffic, engagement, and total online presence. Optimizing your social buttons is as easy as doing initial research on your existing button traffic (if possible through Google Analytics or social button metrics) to make sure you are choosing the best [...]


Social Tactics For The Search Marketer

Search marketers tend to live in their own little world. They use their own language. In spite of these differences, search and social digital marketing disciplines are irrecusably connected. Like our big blue marble, we can all live in separate countries with geocentric attitudes; but, the whole thing will work better if we can all figure out how to work together. This week’s SMX Advanced event offered a combination of time-honored tactics and a few new tricks for search marketers entering the social marketing sphere. Brands hire specialized agencies and people to get the best from t [...]


Last Year’s Top 3 U.S. Search Marketing Agencies Continue To Lead In 2013 Report

top3-awards-featured Every year, Ad Age ranks the top performing U.S. search marketing agencies based on the previous year's U.S. and worldwide revenue. This year, the top three agencies held their 2012 report rankings, with iCrossing, 360i and iProspect coming in at No. 1, 2, and 3 on the list of largest U.S. search marketing agencies. 360i was responsible for the fast-thinking Oreo tweet during the blackout at this year's Superbowl. The agency also received a Facebook Studio Award for an Oreo social media marketing campaign. iCrossing recently received a Shorty Award for their Maker's Mark #CocktailParty2012 [...]


7 Takeaways From The Local Search Association Annual Conference

Earlier this month, local search marketing leaders from the U.S., Canada and 12 other countries gathered in Las Vegas for the Local Search Association’s 2013 annual conference, "Search Starts Here." Over several days, attendees engaged in informative discussions about the numerous opportunities and challenges facing our industry, ranging from the growing importance of original digital content to the rise of mobile and social media. In this month’s column, I will highlight my key takeaways from the LSA conference, which are focused on both the strides I believe local marketers should [...]


Conversational Marketing Benefits Local SEO

I began working for a particular type of traditional business industry recently, and I noticed that a great many of the small businesses operating within it were still proceeding as though it were pre-Internet days. They did promotions as though they were a one-way transmission instead of a dialogue. Unfortunately, that's not the only industry where this mindset persists. In order to achieve better sales, attract more potential customers, and, yes, improve your search engine rankings, you need to incorporate "Conversational Marketing" as a primary tactic. The Cluetrain Manifesto came out [...]


How To Attribute Comparable Value To Search & Social Campaigns

The rapid growth of social media has meant that search engines now invest a significant amount of time into innovating how content discovery works on the Web. Recent projects such as Facebook Graph Search and the growth and adoption of Google+ signify the developing relationship between search engines and social media platforms. Search engines are increasingly using social media activity such as Likes, Tweets, Shares, and +1s to determine which pages are most relevant for keyword searches and to provide a personalized search experience. Meanwhile, social networks are rapidly developing th [...]


Live @ SMX West: Supercharging Reach & Engagement On Facebook & Twitter

You've likely acquired a respectable number of fans on Facebook and followers on Twitter, and that's good news - but how do you scale your efforts, taking your social marketing campaigns to the next level without throwing excessive time and resources into the effort, and possibly alienating your current loyal following? Our panel of experts speaking on Supercharging Reach & Engagement On Facebook & Twitter at SMX West will share proven tips and tactics that will help you amplify your presence and impact on social media networks. They'll discuss some of the key tenets and practic [...]


Analytics For The New Social Media Manager

I have been astounded at the number of social media jobs brands large and small have created over the last year. With each month, more brands realize that Social media isn't an afterthought; it's something that takes time, strategy, attention and even aggression to keep ahead of the pack. With all of these new positions come a large number of employees who are making their first foray into the world of Social Media. They may have been promoted from within, from another department, or maybe they previously handled SEO or paid search ads within the marketing department. Many companies ta [...]


How Facebook “Sponsored Results” Search Ads Aren’t Like AdWords At All

facebook-searched-featured Search marketer ears likely perked up to hear that Facebook launched search advertising this week. But anyone who's expecting it to be similar to AdWords or adCenter is going to be disappointed. Actually, it's more akin to other forms of Facebook advertising, despite appearing in search results. Consider these typical AdWords ads: They appear above or to the right of search results. In contrast, the new Facebook Sponsored Results appear within the search box, as suggestions when you type: Beyond placement, Facebook's search ads can't be targeted to keywords, as can Google's ads, nor c [...]


5 Ways To Better Integrate Social Media & Enterprise SEO

Social media has a direct and indirect impact on SEO but few large organizations are integrating the two as well as they should. At the enterprise level, the two disciplines actually have a lot in common beyond the strategic and tactical crossover. Like SEO, social media cannot be segmented as a separate activity or fully owned by any one department. Yet social media is often siloed within an organization, making it more difficult to effectively coordinate social and SEO. In addition, for every way that social media initiatives can support SEO, there as just as many ways they can create [...]


How Social Signals Could Potentially Influence Local Search Results

For a local business, localized search results are lifeblood to them. Focusing on a local SEO strategy can often have a bigger impact on their business model than focusing on the full organic results. A lot of smaller local businesses aren’t blessed with an extremely large marketing budget and could have potentially resorted to tactics that caught them up in the Penguin filter. There are ways to take advantage of the local space without spending an extraordinary amount of money, while leveraging your social community at the same time. When Google+ integrated local places in May and sta [...]


5 Tips To Manage Your Multinational Social Media

Local Social Networks Drive Major Traffic One of the biggest challenges to delivering an effective social media campaign for big, multinational brands is executing the strategy on a practical level: you'll have multiple networks, profiles, languages, and social media managers to control across different countries. Implementing your social channels effectively is critical for search optimisation these days, so getting on top of your global campaign at a local level is more important than ever before. [caption id="attachment_118738" align="aligncenter" width="480" caption="Social means different things in different countries aroun [...]


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