SEM / Media

The Impact of Google's New Exact-Enough Match Keywords [Data]

Apr 12 8:43am Wordstream Blog Feed
If you advertise on AdWords, you probably use Exact Match keywords. If you use Exact Match keywords, you probably know that Google recently changed how they define “Exact.” What you might not realize is that this change could have a [LEVEL OF FEAR MONGERING] on your account.   Whether used to bid on branded terms, top-performers, or product-names appended with high-intent modifiers, Exact Match keywords were the lynchpin of many an AdWords account; their, well, exactitude, provided ROI where broader match types might have raked in unqualified riff-raff. But things done changed. How Have Exact Match Keywords Changed? In the good ol’ days (read: weeks ago) Exact Match keywords only matched out to two things: Parallel search queries (the keyword [buy aubergine crocs] would match the search query “buy aubergine crocs”) Close variants which, before mid-March, only included: misspellings, singular forms, plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents. Since then, Exact Match has become less discerning.   Hmm. Now, this may very well help some advertisers. The theory behind close variants was a good one. If you sell shiny baubles and bid on the Exact Match keyword shiny bauble, you may still want your ads to show when someone searches for “shiny bobles” or shiny baubles . Through close variants, Google eliminated an advertiser’s need to add oodles of keywords that, ostensibly, meant the same thing. But while simultaneously lending busy advertisers a hand and “connecting more people with what they’re looking for” is a noble pursuit, that isn’t what “Exact” means. Introducing: Exact-Enough Match Keywords The new version of Exact Match keywords can match out to search queries that share the same words of that keyword, but in a different order. EX. The Exact Match keyword [men’s dress shirt] is now eligible to show ads for the exact search query men’s dress shirt and to the not-so-exact search query dress shirt men’s. But wait, there’s more! There are a handful of other cases in which Exact Match keywords can now be triggered by search queries that do not match the keyword exactly, all of which are contingent on the existence (or absence) of function words and “other words that often don’t impact the intent behind a query.” What’s a function word? Think back to fourth grade,...
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The Decline of Organic Facebook Reach & How to Outsmart the Algorithm

Apr 12 8:00am HubSpot's Inbound Internet Marketing Blog
If you've been managing a Facebook Page over the past few years, you've likely noticed a drop in how many of your fans have been viewing and interacting with your organic posts. This decline in organic Facebook reach came to a head in 2014, when marketers started picking up on (and complaining about) the situation in droves, prompting a response from Facebook's VP of Advertising Technology, Brian Boland.
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Technical SEO: BS. Own it. The Slides and the Links

Apr 12 6:40am The Portent Blog: Internet Marketing with a Twist of Lemon
Here are the slides and links from “Technicall, SEO,” in which I ranted, raved and talked about technical SEO for marketers. This focuses on issues I found on automotive industry sites, but it all holds true everywhere. The Deck BS: Own It – Technical SEO for Marketers from Ian Lurie The Guide to Technical SEO… Read More The post Technical SEO: BS. Own it. The Slides and the Links appeared first on Portent.
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Clip Art Through the Years: A Nostalgic Look Back

Apr 12 6:00am HubSpot's Inbound Internet Marketing Blog
When I was growing up, it was a pretty big deal to have a computer with an operating system other than DOS. If you had an Apple, or even a computer with Windows, your house was the place to be. Not only were you likely to have the coolest games, but also, you probably had access to clip art libraries, which made for hours of entertainment -- for me, at least. Today, it’s hard to imagine a world where you can’t procure an image just by searching for it online.
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SEMrush community soars to a whole new level with Melissa Fach

Apr 12 5:00am SEMrush blog
At SEMrush, we do not make a habit of introducing every new employee. But last week someone you all know very well joined our team. We are extremely proud and happy to announce that Melissa Fach is now the Editor of the SEMrush blog.
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How to Optimize Your Online Product Catalog for Search

Apr 11 1:13pm Search Engine Guide : Small Business Search Marketing
by Jayson DeMers Consumers have increasingly turned to online stores to do their shopping, but with so much competition in play, it's hard for ecommerce business owners to remain competitive. Your online catalog exists to showcase your products to an interested audience, but if that audience never gets their eyes on your offers, it won't matter how good your deals or products are.One solution is to optimize your online product catalog for search engines, which will help you rank higher, achieve more brand visibility, and get more traffic to your pages. So how can you do this without spending a fortune?Strategies for Catalog OptimizationThese strategies will help you build a bigger online audience:1. Use printed and online catalogs together.If you're used to operating exclusively online, using a printed catalog may seem foreign to you, but catalog printing is relatively inexpensive through sites like Printing Center USA. It's a good way to quickly advertise the existence of your online catalog to an audience who may otherwise miss it (demographics who rely on printed advertisements and news), and start directing traffic to your site. This, in turn, creates a synergy between your digital and physical campaigns and jumpstarts your SEO efforts with new traffic, shares, and social media buzz.2. Use specific product names in your page titles.Your page titles and descriptions will be the main sources of information that search crawlers use to judge the relevance of your page. Including the specific name of your product will ensure that your page is considered when consumers search for that name; for example, you'll want to include the brand, the model, the model number, and the variation (if applicable). You'll also want to briefly describe the product in the meta description.3. Include at least two paragraphs of descriptive text for each product.You'll also want to include lots of descriptive text--at least two paragraphs' worth--for each of your product pages. According to Spotify's guide, this not only gives more content for search crawlers to consider and index, it also helps consumers by giving them more information to make a final decision.4. Optimize your images and videos.Including images and videos on your product pages is a good way to secure more customer engagement, and you'll likely earn more backlinks, which are vital if you want to build your au...
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Ian Cleary on Relationship Management and Marketing Success

Apr 11 1:00pm SEMrush blog
Interview with Ian Cleary, founder of RazorSocial.com, international keynote speaker and a digital strategist with a strong passion for technology.
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16 Ridiculously Easy Ways to Find & Keep a Remote Job

Apr 11 9:43am Wordstream Blog Feed
The luxury of “working from home” is turning into an expectation from employers. According to Forbes, 68\% of U.S. workers say that they expect to work remotely in the future. It’s rare to find a company that wouldn’t allow you to work from bed when you come down with the flu, but it can be trickier to find a spot that would want you to work remotely 100\% of the time. Whether it’s to feed your travel addiction, assuaging relocation fears, or the office is simply in an undesirable location, working remotely can be a great solution. In this post, I’ll outline a few ways to find a remote job and how to optimize for productivity once you land it. Where Can I Find a Remote Job? When you’re first starting to consider working from home permanently—or even traveling for an undetermined amount of time and need a flexible job—it can be intimidating. Luckily, finding one is simpler than you think! As popularity increases, job boards meet demand by specializing in remote careers. Check it out!   1. We Work Remotely This online board allows job seekers to look for jobs that are unrestricted by geography, and it is constantly being updated. Simply search by title or skill to find a career you can start anywhere in the world! If you are an employer looking to hire a remote employee, it’s $200 for 30 days per post. 2. FlexJobs Boasting 33k postings from 4.6k companies, FlexJobs exists to serve part-time, freelance, and remote job searchers. The goal is to provide employees with a “job that fits into your life, not a life that fits into a job!” 3. Remote.co Founded by the same woman as FlexJobs, Remote.co helps companies hire, train, and manage remote employees. They have a helpful blog, Q&A’s for employees and employers, and job listings. 4. Remote OK Providing a daily listing of remote employment opportunities, Remote OK also sends email updates when new jobs in your category are posted. Though it is most common for telecommuting employees to work in tech, Remote OK also advertises employment opportunities outside of the tech industry. 5. The Muse Advertised as the “ultimate career finder and guidance destination,” the Muse offers behind-the-scenes looks at job opportunities on-site and remote. You can search for jobs by selecting a location (remote) and keywords—or, if you know a company that hires remote positions—you can check out...
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AdWords Optimize for Conversions Ad Rotation Could Be Killing Your Conversions

Apr 11 8:48am Clix Marketing PPC Blog
Having worked in the PPC industry for over 10 years, I’ve built a lot of campaigns. The AdWords default setting for ad rotation when you first setup a campaign is “optimize for conversions”, but every time I go through the process, I change ad rotation to “rotate evenly” so that Google is forced to split impressions...
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6 Websites Every Growth Hacker Should Bookmark

Apr 11 8:00am HubSpot's Inbound Internet Marketing Blog
I’ll start by saying this: I am officially obsessed with growth hacking these days. I never thought of myself as a growth marketer, let alone a growth hacker. Maybe that’s because it’s a somewhat new concept -- or a new name for a classic concept, at least. But as a content creator, I’ve learned how imperative it is to know how to grow any sort of property, whether it’s a blog, a podcast, or a brand.
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The Beginner's Guide to Email Marketing [Free Ebook]

Apr 11 6:00am HubSpot's Inbound Internet Marketing Blog
Companies often list email as one of their most powerful marketing channels. With email usage worldwide projected to reach 3 billion users by 2020, businesses simply have to continue using email marketing to reach their audiences if they want to scale quickly.
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15 Common Logical Fallacies and How to Spot Them

Apr 11 5:00am HubSpot's Inbound Internet Marketing Blog
Logical fallacies -- those logical gaps that invalidate arguments -- aren't always easy to spot. While some come in the form of loud, glaring inconsistencies, others can easily fly under the radar, sneaking into everyday meetings and conversations undetected.
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How Awareness Campaigns Fail

Apr 11 3:54am intelligent measurement
A very interesting article from the The Stanford Social Innovation Review : “Stop Raising Awareness Already”. The article critiques a number of awareness campaigns and how they do not achieve what they set out to do – and in some cases may even do harm. One campaign they look at is the “Dumb way to die” […]...
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LinkedIns New Lead Gen Forms vs. Facebook Lead Ads

Apr 10 3:44pm Wordstream Blog Feed
Late last year I wrote a blog post on the 5 questions advertisers should ask themselves each quarter. In it, I suggested seeking opportunities on new networks. Facebook and Bing? No brainers. Twitter? Eh. But LinkedIn? My feelings were, uh, strong…   A certain unicorn-hunting Thought Leader™ might have had similar feelings…   Today the fourth item can be crossed off Larry’s list. Today, I come to you a changed man, a man convinced that symphonic arthropods aren’t all Reid Hoffman and Co. have going for them (ad-wise, at least). Why the change of heart? LinkedIn Lead Gen Forms. What’s a LinkedIn Lead Gen Form? Per LinkedIn, Lead Gen Forms are “a new solution that helps you drive even more high-quality leads from your Sponsored Content campaigns by removing the main barrier to mobile conversion: making someone complete a clunky contact form on a smartphone.” Per me, they might be LinkedIn’s route to viability as an ad platform.   Prior to, oh, about yesterday, LinkedIn sponsored content was clunky and overpriced, making it damn near impossible to leverage the social network’s robust business-centric targeting. It sucked. Today? Less so. These new lead ads are a push towards capturing valuable information from almost half a billion potential prospects on the devices they use most: their phones. LinkedIn has removed two major barriers to conversion that businesses advertising on mobile devices face: Mobile landing page experience Completing a form using nothing but thumbs Now, when a targeted LinkedIn user clicks the new “Sign up” button on a piece of your sponsored content, they’re brought to a (mostly) pre-populated lead form. LinkedIn pulls pertinent data right from a prospect’s probably-up-to-date personal page, ensuring accurate contact information. From there, you can either share content with a prospect (now a bona fide lead) or direct them to your website. No typographic errors attributable to meaty digits. No dummy demo accounts. No Eastern European spam bots. Just leads, baby. Over on Facebook, many advertisers have already found success using lead ads; it stands to reason that LinkedIn’s Lead Gen Forms will be a boon for advertisers, too. Let’s take a closer look at some of the key factors in determining whether LinkedIn Lead Gen Forms are right for your business. LinkedIn Lead Gen Form UX The general look and feel o...
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How to Build a Powerful Keyword List for a Thematic PPC Campaign

Apr 10 12:15pm SEMrush blog
Public holidays and special occasions are always a good reason to launch an advertising campaign and drive relevant traffic to your website. In this guide, we’ll share with you some useful ideas on how to build a powerful keyword list for a thematic PPC campaign and walk you through all the important stages of keyword research, using SEMrush tools.
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6 Ways to Use the Curiosity Gap in Your Marketing Campaigns

Apr 10 9:42am Wordstream Blog Feed
Media empires rise and fall, but the explosive growth in popularity of websites such as BuzzFeed and Upworthy during the past several years ushered in a new phenomenon in content – the “curiosity gap.” Mainstream media such as newspapers and magazines have long tantalized their audiences with salacious rumors and tawdry gossip to sell papers and ad inventory, but the emergence of clickbait and “snackable content” (perhaps one of the most loathsome terms in media) ignited an arms race to drive revenues and traffic by appealing to our innate sense of curiosity. However, some experts have begun to speculate whether the curiosity gap is dead; some believe today’s media consumers have become desensitized to the constant barrage of amazement offered to us in our RSS feeds and on our smartphones, and that media outlets offering little more than rhetorical questions and cheap tricks are doomed to fail unless they try harder to earn their audience’s attention. But are they right? What Is the Curiosity Gap? The curiosity gap is a theory and practice popularized by Upworthy and similar sites that leverages the reader’s curiosity to make them click through from an irresistible headline to the actual content. By creating a curiosity gap, you're teasing your reader with a hint of what's to come, without giving all the answers away. The curiosity gap can be used to compel people to click on a blog post they see on Twitter, an ad on Facebook, or a marketing email in their inbox.   There are three primary elements that go into the curiosity gap publishing model: Headlines Publishing frequency Virality Let’s take a look at each. The Curiosity Gap in Headlines Arguably the most important element in the curiosity gap technique is the headline. Upworthy is famed for its approach to headlines. The site requires all writers to devise at least 25 headlines per article, regardless of its length, topic, or angle. This is a lot harder than it sounds.   Headlines have to be almost literally irresistible. They have to entice us in mere seconds (or less), and as such must balance information with intrigue; they have to tease just enough about the article to not only tempt us to click through, but also to give us enough information to decide whether the article is likely to be of interest to us in the first place. Put another way, headlines have to be specific enough...
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A beautiful day in Pittsburgh! Who wants to work outside today?

Apr 10 9:35am Ker Communications - SEO - Inbound Marketing
A beautiful day in Pittsburgh! Who wants to work outside today? ...
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6 Phrases to Demonstrate Active Listening -- at Work, or Elsewhere

Apr 10 8:00am HubSpot's Inbound Internet Marketing Blog
A few weeks ago, I had an alarming revelation: I'm a crappy listener. That came to light when someone important to me pointed out that I don't seem to have any interest in what he does for work. “Your eyes just glaze over whenever I talk about my job,” he told me. I couldn't deny that. And it wasn't limited to him -- whenever someone spoke to me about something that I found less than fascinating, I had a tendency to tune it out. In reality, I could learn to appreciate my friend's line of work, for example, if I learned to listen actively.
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BrightonSEO Slides April 2017

Apr 10 6:18am SiteVisibility
Making it’s second appearance at the Brighton Centre, BrightonSEO was back, bigger and better than ever on the 6th and 7th April 2017. With such a packed schedule and so ...
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How to Build a Productive Company Culture

Apr 10 6:00am HubSpot's Inbound Internet Marketing Blog
Every company has a culture, much like every individual has a personality. And like a personality, a company’s culture can develop organically over time. Or, it can be purposefully molded, shaped using specific values and practices to achieve a particular goal, like productivity.
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What Color Should Your Logo Be? How to Pick the Perfect Color [Infographic]

Apr 10 5:00am HubSpot's Inbound Internet Marketing Blog
Color has a major impact on how we perceive the world around us.  Research has shown that the psychology of color can not only influence the way food tastes, the way some medicines perform, and the way we feel -- it can also play a massive role in our brand preferences and buying habits.  ...
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Common SEO Questions and How to Resolve Them #SEMrushchat

Apr 10 4:30am SEMrush blog
You have to work for months, sometimes even years, to achieve the desired results of your SEO efforts. Even when your search optimization work is done, there is no guarantee that you will rank high enough for specific keywords on search engines.
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Transition to Digital: Tips To Optimize Your Landing Page Conversion

Apr 7 12:00pm SEMrush blog
If your business is just getting started online or you’re building an online presence for a local store, here‘s a little secret — landing pages are your best bet for collecting a targeted audience for your product or services! If you‘re looking for new ways to convert your readers, this may be the way to do it. Here‘s a whole host of helpful tips that can help you do just that!...
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How To Conduct An Ecommerce Website Audit Like A Pro

Apr 7 11:03am SEMrush blog
Have you ever conducted an ecommerce website audit? Do you want to become a pro on it? For an e-commerce business, auditing is the most important thing.
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Clix Marketing Blogs #PPC News & Views: Friday, April 7, 2017

Apr 7 8:13am Clix Marketing PPC Blog
Happy April, friends, and welcome to this week’s edition of the Clix Marketing Blog’s PPC News & Views! From the Experts LunaMetrics Pitfalls to Avoid with Multiple Google Tag Manager Containers: Google Tag Manager can be tricky – save yourself some hassle and avoid these pitfalls. Merkle AdWords Price Extensions Might Not Be as Awesome as...
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What is Bounce Rate? (And How Can I Fix Mine?)

Apr 7 8:00am HubSpot's Inbound Internet Marketing Blog
Outside of the marketing context, the word bounce is actually kind of fun. It reminds us of childhood hours passed in an inflated bounce house, of a basketball game, or maybe even a game of jacks. But when it comes to your website's analytics, it's part of a metric that can be really confusing when you first stumble upon it: The bounce rate.
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Fact Check now available in Google Search and News

Apr 7 7:48am Ker Communications - SEO - Inbound Marketing
Fact Check now available in Google Search and News "For the first time, when you conduct a search on Google that returns an authoritative result containing fact checks for one or more public claims, you will see that information clearly on the...Read more... »...
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The Facebook Ad Types: How to Choose the Best Ad Type for Your Goals

Apr 7 6:00am HubSpot's Inbound Internet Marketing Blog
Did you know that people in the U.S. spend 20\% of their mobile time on Facebook or Instagram? And there are over 1.8 billion people using Facebook every month? With so many active users, Facebook Ads are a no-brainer for any marketer looking to reach new audiences in a place where people are already spending a significant amount of time.
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Content marketing strategy Guide

Apr 6 2:00pm SEMrush blog
To create an incredible content marketing strategy all you have to do is follow these steps. Our 7 step approach to developing a content strategy will help you create stronger content that converts more leads, accomplish all of your goals, and makes it easier to find your audience.
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South Park Pennsylvania, a suburb of Pittsburgh, is the 10th safest city in the U.S.

Apr 6 1:16pm Ker Communications - SEO - Inbound Marketing
Pittsburgh suburb, South Park Township, is number 10 on the list of safest cities in the U.S.Nick Ker originally shared:South Park Pennsylvania, a suburb of Pittsburgh, is the 10th safest city in the U.S.Hooray for us!...Read more... »...
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The Process And Tools You Need For Awesome Copywriting

Apr 6 1:02pm SEMrush blog
If your business wants to increase sales and build your brand then you know the importance of great copywriting. If you want to get noticed in search engines and close more sales than average online content won’t cut it in today’s digital marketplace.
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5 Ways To Generate Website Domain Name Ideas

Apr 6 12:00pm SEMrush blog
Did you just launch a new business, blog, or need to come up with a website name for a new brand or landing page? Figuring out a domain name can be difficult and it‘s one of the most important decisions if you aren‘t planning on building a Google-like brand where you build the brand equity of the name. More about that as one of the five ways to generate a domain name idea towards the end of this post.
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7 Powerfully Effective, Non-Obvious Ways to Market a Product

Apr 6 9:42am Wordstream Blog Feed
Pop quiz: After perhaps the most successful product marketing campaign in history, this company’s stock price skyrocketed from $9.08 to $16.23, a 78.7\% increase. The campaign turbocharged sales 36\% year-over-year. And the company grabbed 42\% more market share. Ultimately, the company won a “Grand Effie” at the 39th Annual Effie Awards by unanimous decision. And today, this company keeps a tight stranglehold on its market-leading position. Figure out the company yet? Watch all 66 commercials from its historic campaign: Apple is now a $753 billion company. It likely holds more than $203 billion in cash – more than twice the liquid cash of the US government. You can’t have a marketing conversation without mentioning Apple. Why’d their “Get a Mac” campaign exponentially boost their already amazing success? It: Highlights advantages in a classy way Stays 100\% honest Uses humor Doesn’t use any stupid gimmicks Communicates what the market cares about Didn’t fall into the trap of competitor-bashing You may not have billions of dollars to throw at advertising. But you can certainly use the principles and techniques that create winning campaigns like Apple’s. So read on to learn the seven secrets of the greatest product marketing campaigns – plus a few epic marketing fails you definitely don’t want to imitate. 1. Tell a (True) Story About Your Product Many product marketers fall into the trap of “selling the product, not the experience.” No one wants your product. No one wants any product. They want a solution to their problem. Only talk about the benefits, features, and facts, and you’re missing out on glaring opportunities for engagement. When you discuss these, you only engage Broca’s and Wernicke’s area of the brain. These areas simply decode words into meaning. That’s it. Tell a story, and the game changes. When you do, and especially when your story features a character and intense emotions, you engage much more of the brain. In fact, you can put the whole brain to work. For example, the limbic system bustles with activity when you describe emotions like love, hate, joy, anger, or sadness. When you discuss a lavender or cinnamon smell, the olfactory cortex goes to work. It’s easiest to communicate your product’s value in memorable ways through storytelling. A 2012 New York Times article sums up research by cognitive s...
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The Beginner's Guide to Conversion Rate Optimization (CRO)

Apr 6 8:00am HubSpot's Inbound Internet Marketing Blog
Today, most marketing teams are structured to drive traffic towards websites, which then converts into leads for the sales team to close. Once this process starts to deliver results, marketers then seek to generate even more traffic, and hopefully even more success. An oversimplification, but that’s the standard marketing playbook. Few marketing teams focus on getting more from existing traffic. That’s where conversion rate optimization (CRO) comes in.
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#388 Why Hotels Need Data Scientists with Chip Conley

Apr 6 6:43am SiteVisibility
In this week’s episode of the Internet Marketing Podcast, Andy is joined by Chip Conley, Strategic Advisor at Airbnb to discuss why hotels need data scientists. Chip starts off by ...
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6 New LinkedIn Features You May Have Missed

Apr 6 6:00am HubSpot's Inbound Internet Marketing Blog
If you’ve logged into LinkedIn over the past few weeks, you may have noticed something different. Actually, everything is different, because LinkedIn completely overhauled its desktop site. After Microsoft acquired the job search and networking website in 2016, LinkedIn announced it would redesign its desktop website to more closely mirror its mobile apps.
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The Most Searched Agency Services, According to the Time of Year [New Data]

Apr 6 5:00am HubSpot's Inbound Internet Marketing Blog
According to the latest Top Agency Trends Report from Agency Spotter, marketers and brands search for different services depending on the time of the year. Knowing which services to offer and emphasize at different times of the year could help your agency stand above your competition.
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Influencers: Dont Chase em. Make em (Engage Video)

Apr 5 8:58pm Conversation Marketing from Portent, Inc: Internet Marketing with a Twist of Lemon
At SEMPDX Engage 2017 I spoke about my complete lack of experience as an influence marketer. I also discussed: How to find your biggest fans How to promote their praise using social media What not to do ever ever ever when doing this Here’s the video. My bit starts at 25 minutes. Mat Siltala’s talk… Read More The post Influencers: Don’t Chase ’em. Make ’em (Engage Video) appeared first on Portent.
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Aimclear Integrated Marketing Workshop Roadshow, 2017 Edition

Apr 5 2:16pm aimClear® Blog
Missed Aimclear’s Social PPC & Psychographic Display workshop at Engage? Not to worry. There’s plenty of other chances to catch us around the country and even across the pond this year. Take a peek at our 2017 workshop schedule below, and join us for one (or more!) of our mind-expanding marketing masterclasses. #BankSocial — April […]...
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Lessons From the Like Button: What Social Media Can Teach Us About Interactivity and Engagement

Apr 5 1:02pm SEMrush blog
Online audiences are constantly voting for content: they vote with likes, views, clicks, and shares. Instead of simply measuring those votes, it’s time to create content that prioritizes consumer preference.
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Essential List of PPC Tips to Boost Your Ecommerce Website

Apr 5 11:58am SEMrush blog
Are you looking for useful and top end PPC tips? Stop looking for and go on reading. PPC campaigns, when executed in a smart way, can significantly boost your traffic and sales and do so quickly. The challenge is to make your targeted audience notice your message among tons of other proposals and then convince them to click on it.
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How Your Agency Can Add Value and Minimize Risk for Small Businesses

Apr 5 10:00am HubSpot's Inbound Internet Marketing Blog
When it comes to marketing, small businesses need a lot of bang for their buck. Basedon on a recent Gartner CMO Spend Survey, marketing budgets now account for 12\% of company revenue, a steady increase from 2010. For small businesses, this money is a precious chunk of change.
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13 Urgency-Inducing Tricks to Drive Sales

Apr 5 9:43am Wordstream Blog Feed
It was one of Cialdini’s bedrock principles. The one that created demand out of thin air. That compelled people to finally, at long last, take action. To buy, share, and break through the inertia that prevents any change whatsoever. It’s urgency. Scarcity forces us to make a decision—to change, even though we’re hardwired not to like change. Sure, we want the upside. But we can’t stomach the downside in most cases. So nothing happens. That new pair of shoes just sits in their cart. Or the lead stops following up because “they’re still thinking about it.” So how do you get them to take the next step? Here are 13 tried-and-true urgency-inducing tactics you can start using to increase sales. 1. Product Attributes Product attributes are one of the first places to look for scarcity in action. For example, notice how that third pair of boots stands out because of the temporary price break. Now let’s book a vacation. You pull up Expedia, punch in a city and some travel dates, and hit enter. What you’re met with is a completely commoditized shopping experience. Hotels and vacations and flights are lined up like a cattle call. And you just scan the prices to determine which hotel looks good. The problem is that most people are just looking. There’s no urgency. So people bounce without booking 81\% of the time. How do you motivate them to take action? Check out how many product attributes Expedia highlights on this page: The green bar highlights a daily deal. There’s star ratings. A little VIP icon. Microcopy from reviews like “Very good!” and “Excellent!” There’s also red (danger!) text letting us know exactly how many other people are looking at booking these hotels (taking them from us!) in the last 48 hours. Not to mention, the little yellow notification over on the right that confirms this destination is popular with other travelers as well. Phew. That was exhausting just typing it all out. We’ll analyze some of these specific techniques in more detail soon. However, just know that scarcity doesn’t just mean “only three products left.” 2. Hyper-Specific CTA’s The Next Web wanted to get more traffic to their deal pages. (‘Cause, you know, this is where the money’s made.) The primary CTA (or call to action) on the site was a little text link in the main menu navigation. They tested two new versions of the CTA to 16...
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Help! My Brand Went Viral: 12 Small Brands That Made It Big

Apr 5 8:00am HubSpot's Inbound Internet Marketing Blog
When you think of viral marketing, your mind probably wanders to that Oreos You can still dunk in the dark tweet, which garnered an enviable 40,000 retweets and Facebook likes during 2013's Super Bowl power outage. Or perhaps you think of the Dove Real Beauty Sketches, a video with more than 67 million views to date. When these global brands go viral, it's not a huge surprise.
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The Emotional Intelligence Test: What's Your Emotional IQ? [Quiz]

Apr 5 6:00am HubSpot's Inbound Internet Marketing Blog
There's been a lot of chatter lately about the power of emotional intelligence. And it's not undeserved -- multiple studies have shown there's a significant correlation between emotional intelligence and workplace success. People with high emotional intelligence levels are even more likely to succeed than those with higher IQs or more work experience.
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Apr 4 8:00pm HubSpot's Inbound Internet Marketing Blog
皆さんの会社はニッチ戦略を採っていますか?もしそうなら、インバウンドマーケティングは必ず重視する必要があると思います。...
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Answers to Your Top Questions About Redirects #semrushchat

Apr 4 1:00pm SEMrush blog
URL redirection is a way to move your website visitors to a different webpage than the one they originally requested. It usually happens when the page requested is unavailable. Redirection is a very important step to make sure that your visitors get send to the right place. During our latest SEMrush Chat, we discussed the details of redirects with our special guest Joe Williams, Founder of Zen Optimise, managing director and SEO trainer.
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Practical Guide For Organized SEO Teams: 2017 Edition

Apr 4 12:00pm SEMrush blog
Keyword research, link-building, online content, on-page and off-page SEO form part of the vocabulary of every smart SEO team. However, being aware of what should be done and knowing the best way to do it are two different things. Marketing teams and professionals can significantly simplify as well as improve their work taking advantage of practical tips and strategies in 2017.
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ABM & PPC: How to Get Started & Make It Jive

Apr 4 8:23am Clix Marketing PPC Blog
Account based marketing is becoming a common term for B2B advertisers. ABM is a great way to reach your targeted audience by first identifying your goal customer, and then identifying targeting methods for said customer. From our experience, there’s some boxes that need to be checked and conversations that need to be had before launching...
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12 Growth Experts to Follow

Apr 4 8:00am HubSpot's Inbound Internet Marketing Blog
Growth hacking is one of those topics that remains awe-inspiring. There's still a bit of elusiveness, but everyone wants to get in on it. After all, who doesn't -- whether holistically as a person, or when speaking of a business -- want to grow? And while there might be many definitions surrounding the buzzword, we like growth hacker Aaron Ginn’s summation: A growth hacker is someone whose passion and focus is pushing a metric through use of a testable and scalable methodology. ...
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How to Analyze The Performance of Your Display Ads [Free Guide]

Apr 4 6:00am HubSpot's Inbound Internet Marketing Blog
Contrary to what you might think, display ads and inbound marketing aren't inherently incompatible. In fact, applying inbound marketing principals to your display ad strategy can help maximize your potential reach and attract more qualified leads. The key to creating inbound-y display ad campaigns is proper planning and positioning. In this article, we'll cover how to define performance metrics for your display ads, set measurable goals, and ultimately analyze success.
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Your Guide to Innovation and Design Methods

Apr 4 5:26am Web Strategy by Jeremiah
By Jeremiah Owyang, with co-contributor Ryan Brinks Corporations are approaching innovation processes and methods in different manners. Here’s a sample of common methods that we’ve commonly heard in our interviews from our recent report on the Corporate Innovation Imperative (download). Feel free to leave comments below with a design process or method that you feel [...]...
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Marketers, This Is the Best Way to Truly Serve a Nonprofit

Apr 4 5:00am HubSpot's Inbound Internet Marketing Blog
We all want to do good in the world. Agencies have a strong tradition of taking on pro bono work for nonprofits -- this sometimes means designing a logo or creating a brochure; other times it's sponsoring an event, or even just simply offering advice. Those things serve an immediate need, but they don't necessarily make a lasting impact.
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Russian Hackers May Be Hurting Your Website's SEO

Apr 3 8:45pm Ker Communications - SEO - Inbound Marketing
Russian Hackers May Be Hurting Your Website's SEO The number of hackers from Russia and elsewhere trying to get into business websites in the U.S. has exploded - and it can have major impact on your website and its SEO…...Read more... »...
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11 Ways to Turn Prospects into Customers

Apr 3 6:29pm Wordstream Blog Feed
A nurture program is a necessary component of any business’s digital advertising strategy. It doesn’t matter if you’re peddling alpaca flannels on a one-page Shopify site or you’re hunting boomers in need of retirement savings management, nurture can help grow your brand and your bottom line. Sometimes (most of the time) people just aren’t ready to convert, to purchase your product or become a bona fide lead, after your first interactions. Depending on your industry, it could take minutes or months to close a prospect. In that time, there’s very little you can do to stop a prospect from being swayed by your competition. That very little is called nurture. Nurture is the catch-all given to whatever systems a business has in place to move a prospect down their conversion funnel, turning a window shopper into a cash-paying consumer.   Unfortunately, most businesses seem to think nurturing begins and ends with email. And while email is an invaluable channel for interacting with your prospects, it has its limitations. That’s why today, I’m going to show you how to use paid search and paid social to make your nurture marketing funnel more WAY more effective. To scrounge up enough strategies to make this post worth your while, I recently met with our in-house paid acquisition maverick, Brett McHale, who says that using AdWords and Facebook to nurture your prospects helps advertisers do three incalculably important things. It… Creates brand familiarity Provides value Handles objections According to Brett: “Nurture marketing is all about value. Value of your brand, your offering. Facebook and AdWords help you reach targeted subsets of your audience in a handful of ways. If you can show a prospect that you’re the solution to their problem without stalking them all over the internet, you’re T-ing up one kick-ass customer.” I’ll get to the full list of ways you can nurture your prospects with PPC in a minute, but first… The Problem with Email Nurture… Everybody’s doin’ it. The two primary reasons you need to leverage PPC as a foundational component of your nurture program are mediocre or bad open rates and email overload. Here’s a picture of the promotions tab in my Gmail inbox from one morning last week:   I’ve never read a single one of these emails. Unless your subject line game is off the charts, the promotions tab is where...
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Russian Hackers May Be Hurting Your SEO

Apr 3 5:44pm Ker Communications - SEO - Inbound Marketing
The number of hackers from Russia, China, Poland and elsewhere trying to get into nearly all business websites in the U.S. has exploded - and it can have major impact on SEO. Russian Hackers May Be Hurting Your SEO is from Ker Communications  ...
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Heres How We Get Featured in the LA Times (and Other Top Tier Publications)

Apr 3 12:00pm SEMrush blog
We break down the exact process we use to get featured in the LA Times and other top tier publications. A step by step guide that you can replicate yourself.
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7 Ways To Beat Competition Through Strategic Visual Marketing

Apr 3 11:02am SEMrush blog
Are you implementing strategic visual marketing content in your day-to-day? Several reports suggest that customer loyalty is fast dwindling, with customers switching from brand to brand in a restless disarray.
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Googles SEO advice may not always be in your best interest.

Apr 3 10:25am Ker Communications - SEO - Inbound Marketing
Google’s SEO advice may not always be in your best interest. Google often provides useful information to the SEO community, but ultimately, the company's advice is in their best interest, not yours. Make sure you understand the nuances…...Read more... »...
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