OMD EMEA: The Evolution of Search in the Framework of e-Commerce Marketing

LONDON, Oct 31, 2017 (PR Newswire Europe via COMTEX) -- LONDON, October 31, 2017 /PRNewswire/ --

The search landscape is changing. Every day there is an important new stat: 50% of search in 2020 will be voice; search queries are getting longer, with 50% now over four words; and using an image within search results increases the likelihood of conversion by up to 40%.

Search is the primary indicator of changing consumer behaviour. It is estimated that people today interact with up to 200 digital touchpoints before visiting a store or completing a purchase online. The conversion path is now so dynamic that when we consider partners, we need to react with it. The stat that even some of the most sophisticated clients raise an eyebrow at is that 40% of product searches are direct to Amazon. Google itself only receives 30%.

So what does this mean for brands and advertisers? How do big and small players prepare for the battle? How do they make sure they stay in the search game and win the consumer amid the digital pollution and noise from the competition?

Shopper marketing vs. channel marketing

The answer, first and foremost, lies in focusing on shopper marketing vs. channel marketing.

One way to achieve this is to embrace the 'holistic search' approach, not only by integrating paid and organic search into a single search strategy, but also by rolling it out into the broader search ecosystem beyond 'traditional' search engines.

For example, OMD delivered this approach for Bacardi by expanding its search activities directly into its retailer domains using Criteo's machine learning technology (formerly known as HookLogic). The campaign helped the brand overcome the fierce competition on retailer sites and delivered outstanding results - over 700% ROAS and gaining half of the market share for Bacardi's promoted products.

Levi's closely follow suit, and has taken a step further to penetrate the 'walled gardens' of Amazon Search (AMS) in a bid to overcome the crowded organic space and firmly establish its dominance on Amazon. But despite endless commercial opportunities on Amazon, the challenges for search marketers are immense - AMS activation and management is fundamentally different from that on 'traditional search engines'.

To overcome this challenge, OMD teamed up with Levi's and Kenshoo, as a product design partner, to help the development of the AMS management solution, which allows for AMS campaign management on scale. Within a month of on-boarding, OMD managed to scale up Levi's AMS campaigns, increasing traffic by 500% and delivering 4x more sales. As a result, Levi's is now considering including AMS into the framework of always-on search strategy.

So while media players continue the race of innovation to meet the modern consumer's expectation of immediate access to information and goods at the snap of their fingers (or voice!), search evolves as an organic part of daily life.

Approaching search holistically

It is therefore important that brands and marketers start approaching search holistically in the context of the consumer path to purchase. Multi-channel API integrations, pursued by marketing software companies, marketing analytics and attribution solutions, can help in providing adequate measurement framework to understand the impact of each channel on overall search performance.

This may not be achieved overnight, since many brands still operate in silos with little collaboration between brand and performance marketing and a lack of coordination between marketing and merchandising or the online and offline. However, marketers are best positioned to lead clients towards consumer-centric strategies suing the wealth of cross-vertical expertise and technology solutions they possess.

Artur Margaryan is a Search and Performance Marketing Specialist at OMD EMEA. [http://www.omd.com/emea.aspx ] Artur focuses on all things related to implementing effective marketing strategies across all digital performance acquisition channels and uncovering opportunities to help clients get the highest return on their investment, not only from businesses online but also offline marketing channels.

Photo: http://mma.prnewswire.com/media/593877/OMD_EMEA_Voice_search.jpghttp://mma.prnewswire.com/media/593878/OMD_Levi_s_AMS_Campaign.jpg CONTACT: Helen Lee, +442071133006, helen.lee@omd.com

Copyright (C) 2017 PR Newswire Europe

Source: OMD EMEA: The Evolution of Search in the Framework of e-Commerce Marketing

#SEO with a Small Team Part 1: Building Your Team

SEO with a Small Team Part 1: Building Your Team Doing SEO with a small team is often the reality. The lack in head count can be made up for in choosing the right kind of digital marketing talent and investing in cross-functional training. Running an effective digital marketing campaign with a small team ... read moreYour Recipe For Team Success Is Missing 1 Ingredient: This Framework 4 Smart Strategies for Managing a Small Team Business leaders are adopting this method of managing teams, Ross told me. As a result, those leaders have reported seeing their people do big things. Here's how to copy their success with three steps ... read more3 Signs It's Time for a Fresh Start with a New SEO Provider We're going to guess not, mostly because there's no such thing as a "sure thing" in SEO and your provider shouldn't have been making promises in the first place! New SEO clients want to hear that they'll reach #1 rank for x, y, z keywords ... read more

Why We Switched From Python to Go, Part 1 Switching to a new language is always a big step, especially when only one of your team members has prior experience with ... These two tools work very well together for building microservices which need to communicate via RPC. You only need to write ... read moreLeadership Team Building Blocks The leader of the activity builds a small structure with some of the wooden building blocks from the set of blocks ... INSTRUCTIONS FOR TEAM MEMBERS: Team Member #1: Your tower must be 10 levels high. Team Member #2: Your tower must be built with cubes ... read moreA Content Marketing Love Letter I love the CMI team. They are family to me and always will be. But I tell you this story because, to put it simply, CMI exists because of you. CMI would not be "a thing" without you … your ... to this part of the story). Starting Jan. 1, I will ... read moreWe May Have Your Next Job Listed In Tampa Bay PROGRAM 1: "POYNT CARE ... to hundreds of small and medium sized businesses. We not only specialize in IT management ... Do you have what it takes to be a part of a Global Software Security Company ? Join our team, start your adventure today. read moreHow to Give Constructive Feedback to Motivate and Improve Your Team Best of all, you probably already have the time for this discussion on your calendar. If you have regular 1 on 1s with your team ... As a manager, you see only a small part of your team's work. Andy Grove calls this the black box of management. read moreEdGE Networks raises Series A funding from Kalaari Capital and Ventureast The team at EdGE is building an AI-driven solution to address the future challenges in HR management. We are happy to become a part of their growth and success ... hence losing out almost $800,000-1.5 million to their customers every day. read moreThe Quintessential Guide For Building An Unforgettable First-time User Experience As part ... team. Please type in your email address." They would type in their email, and now they're another user under Crashlytics — which means they're also receiving those same notifications and emails instilling positive reinforcement ... read more

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Source: #SEO with a Small Team Part 1: Building Your Team

3 Hardest Jobs to Fill in Digital Marketing

Finding digital marketing talent for the open roles at your business can be a challenge; especially for those in-demand jobs such as search engine management, art director and chief marketing technologist. As the industry continues its tech-driven evolution, finding high-end experts versed in the latest digital marketing strategies that align with your needs, along with experience in the most in-demand marketing technology tools, will become more challenging as the available talent pool gets smaller.

The average time to fill a position in digital marketing in the U.S. is 43 days, according to Workable's latest report. To help you get a head start on the most difficult hiring needs you may face, here's a look at the three hardest jobs to fill in digital marketing, based on our exclusive 2017 placement data.

Search Engine Management

Rather than a specific role, the SEM skillset, in general, has rapidly become one of the most challenging digital marketing skills to hire for, because the demand for experts has risen dramatically and many professionals are focused on SEO (Search Engine Optimization) but not SEM.

While driving results through organic sources is beneficial to businesses, a majority still rely on targeted marketing through search engine channels to drive leads and increase revenue. Due to the transition of talent specializing solely in SEO, SEM-based digital marketing skills have become one of the hardest skills to hire for in the industry.

Art Director

Even though qualified talent for this role is available, the challenge with hiring an art director comes with trying to find a candidate whose design style adheres to the company's aesthetic. Just because an applicant has the skills, experience and resume requested doesn't mean the person is the right fit for the job.

Unlike tech-based digital marketing roles, there is no definitive test that will signal that the applicant's design style aligns with the overall brand style and aesthetic of your company. HR executives are often tasked with assigning design tests that are generally an interpretation of the art director's brand style, rather than definitive proof of whether the applicant is the right fit for the role. Companies need to be able to evaluate whether or not an applicant will be able to adopt the look and feel of the current branded visuals, which is often a very subjective decision. As such, the subjectivity of those making the hiring decision often lengthens the hiring process for this role; especially if final approval is needed from multiple people involved in the process. We have seen that this is one of the hardest positions to fill in digital marketing.

Chief Marketing Technologist

The rise and explosive growth of the marketing technology industry from 150 companies in 2011 to nearly 5,000 in 2017 has driven the demand for chief marketing technologists. With the integration of new marketing technology solutions to help augment the productivity and efficiency of digital marketing departments, companies are looking for a blended C-level executive who has also has highly technical and creative digital marketing skills.

The challenge is to find the professionals with the right blend of those skillsets, along with an intuitive sense of what works. That comes from in-depth experience in digital marketing. The CMT translates raw data from various tech-driven sources into actionable insights and compelling digital marketing strategies. Finding professionals skilled in the technologies that align with your company's needs, who can also deliver on challenges the intuitive, creative side poses, can be challenging. Oftentimes, candidates will excel in one area of expertise or the other, but not both.

Looking ahead, experience in the latest tech-driven digital marketing strategies and solutions will continue to be one of the hardest skillsets to hire for, as new solutions are released more frequently. Additionally, the renewed demand for SEM skills from businesses will pose a challenge to companies that have a growing pool of SEO-based experts lacking SEM specialization. Initiating the hiring process for these skillsets and roles today will help minimize your time-to-fill rate, compared to the rate you'll experience if you wait to hire until Q1 2018 — like your competitors.

Source: 3 Hardest Jobs to Fill in Digital Marketing

How to Optimize for Landing Page Success

How to Optimize for Landing Page Success This is a sponsored post written by Rank Ranger. The opinions expressed in this article are the sponsor's own. You want to optimize your landing pages so they rank successfully. Doing so is an essential goal – but it's also a lot more complicated ... read moreHow to Use Directional Cues to Optimize Landing Page Conversion If not, then let's get rolling on a few tricks of the conversion optimization ... landing pages. I'll introduce you to why these directional cues work and give you examples so you know exactly what I'm talking about and how you can find success ... read moreConversion Optimization: 21 Best Practices for Beginners A website has done this and increased their click-throughs by 41%. 7. Add A Video To Your Landing Page. Videos are effective conversion rate optimization techniques, especially for showing a complicated product to customers. It is easier to explain a ... read more

How to Optimize and Prioritize Online Efforts with a Small Team There's an amazing guide for search engine optimization. There's also an awesome eBook ... This means that conversion rates on your landing page for a product should be more accurately measured than social media engagements on your Twitter profile. read moreHow to Use Social Media for B2B Lead Generation But what if we told you that, with just a few tweaks of your existing strategy, you could improve your social media ROI and start ... as with cold calls or landing pages, if people don't know what you want them to do or how to reach your business ... read moreHow to Improve Your Content Marketing in 2017 Content marketing has become an integral part of organizational success. When done as per the rules ... is to have a killer call to action in your content. Every page on your site should be a landing page. Provide a clear and actionable call to action ... read moreDeceptively Simple Advice to Dramatically Increase Your Affiliate Earnings One guy might tell you that extra long sales letters are definitely the way to go if you want to optimize conversions on your landing page. The very next guy might ... It's a cycle of success. If this strategy sounds familiar, it's because it's ... read moreHow to Make Your Homepage Actually Convert Getting first-time site traffic to convert takes years of conversion optimization experience ... Unbounce also found that reducing the links and CTAs on your landing page or homepage can increase conversions dramatically: After reading a bunch of studies ... read moreHow to Get More Traffic from Uncontested Keywords Even after I finally got where I wanted to – success was fleeting ... competitive term – you could make 10 micro-landing pages and rank for multiple "smaller" terms. What if you could rank for ten terms with about a thousand searches each, in ... read moreKnowing the right metrics for B2B landing page success and optimize them for the future. * By completions, we're talking about whatever it is you want visitors to do on the page, such as click a button, fill in a form, or download a report. Basic insights to pump up your success • Promote your landing ... read more

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Why You #Rank On #Google But Not On #Bing And #Yahoo (And How to Fix It)

Why You Rank On Google But Not On Bing And Yahoo (And How to Fix It) When you can Google the word google and find that it's now a verb meaning "to use the Google search engine to obtain information about someone or something"—you know Google's become a household name. No doubt Google is the biggest search engine ... read moreHere's How to Avoid Losing Traffic & Revenue from Google for Jobs That's why you must focus on ... Don't ignore Bing and Yahoo. Both search engines don't have any job postings coming up in the top of the search results like Google for Jobs, other than jobs sites that rank for job search queries. read more8 Free and Simple SEO Tools for Bootstrapped Business Owners Unfortunately, many of the best SEO tools on the market (like SEMrush and Ahrefs) can run you about $100/month, which might not be ideal for a ... it goes beyond Google and gets you suggestions from Bing, Yahoo, Amazon, YouTube, Answers.com, and more. read more

Lexington-Fayette, Kentucky Reason #299 Why Donating to the Regional .Well-Beyond. 'Marketing Network (#WellBeyond) Business May Be a Dreadful Choice Apps may or may not have a connection to the internet. App is a modern take on the word software or application. This is why you probably ... search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. read moreHow to Overcome the Biggest Obstacles As An In-House SEO Conductor enterprise SEO Survey The last question to answer before we dive in is "Why ... Google Analytics, Keyword Planner and Google Trends. Bing's Webmaster Tools provide additional information that the Search Console might not reveal. You can ... read moreHow Social Media Marketing Stabilize Your Google Ranking Everyone wants to rank better on Google; no one wants to be on page 2 or 3 in a Google search result. It's no surprise that this is why you're reading this article ... on search engines such as Google, Yahoo, and Bing. Google's objective is to ... read moreNeo4j Launches Industry-First Native Graph Platform Basically, a graph search database anonymously uses all the contacts in all the networks in which you ... such as Google, Yahoo, Bing, Twitter, Facebook, Pinterest, LinkedIn, Google+ and Web-based email all use graph search. Thus, they have not only ... read moreDisconnect Search, Built By Ex-Google And Ex-NSA Engineers, Lets You Use Google, Bing And Yahoo Without Tracking Today, the company is launching Disconnect Search, an extension for Chrome and Firefox browsers that lets users searching on Google, Bing and Yahoo ... remains a strong example of why it's not always the case that if you are taking a free service ... read moreBelieve it or not, these people actually use Bing - and here's why "Instead of you having to find information, information finds you," he said. To mark the fifth birthday of Microsoft's search engine, we tracked down some Bing fans to ask them why they ... page of Google. "The advertisements are also not as obtrusive ... read more

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Source: Why You #Rank On #Google But Not On #Bing And #Yahoo (And How to Fix It)

The Content Marketing Weekly: Putting customers, machines and analytics to work

Welcome to another edition of the Content Marketing Weekly, where we've queued up great insights from around the industry. Learn the advantages of user-generated content, machine learning, Google Analytics proficiency and avoiding ranking penalties.

Look, I know you style yourself a hard worker, but marketing these days is all about getting as much done with as little effort as possible. That's what user-generated content (UGC) allows you to accomplish.

Neil Patel in this Quick Sprout blog outlines why the buzz around UGC is all it's hyped up to be – not just as a content production tactic but as an efficiency tool.

The benefit to UGC is that you put your actual customers and site visitors into the driver's seat of your content, allowing you to serve interactive experiences that mirror customers' intent.

The other key advantage of content that involves some level of reader interaction is that you capture all the data related to their movements, data that can then be used to further personalize future content efforts. Common data capture methods include:

Incentivizing user reviews on Yelp, Facebook, your website and any other platform with followers.

Contests/competitions/campaigns (even if users aren't purchasing items, they're still letting you know what interests them most by clicking, sharing and posting about your products).

User submissions on social (ask followers to tweet a video or photo of themselves using your product and a specific hashtag).

Give away free gifts to influencers.

Via quicksprout.com

For other great insights on UGC, check out the full blog here.

It's not always fun being the underdog, no matter how glorified it is in film. Smaller budgets and fewer resources can hamper any content marketing program, while larger competitors burn through cash, crowding out SERP opportunities.

Well, this dilemma isn't necessarily true anymore. Machine learning algorithms utilized by Google clearly prize quality, authenticity and relevancy – you don't need to be top dog to nail each of these content signals; you just need to be smart and diligent, and that's free.

This Search Engine Land article highlights how RankBrain, Google's artificial intelligence algorithm, has upended conventional marketing strategies, weeding out former content superpowers that were too slow to the new game of user experience and natural language search.

Today, SERPs are open opportunities, especially for long-tail, high-intent keywords. While competitors set their sights on owning every SERP under the sun, you should focus on ones that will actually generate revenue.

There's plenty more to learn about gaining the upper hand in search, so find out all the extras here.

There's a Google update, your rankings tank and your boss is glaring at you with vengeful eyes.

No, this isn't some futuristic digital hellscape; it's the daily life of every marketing manager.

Search Engine Land just released a handy guide to all things penalties, violations and notifications from our algorithmic overlord, Google.

Our 'Ultimate Guide to Google Penalties' launches today by @MichelleRobbins https://t.co/uPpmb5FNFO

— Search Engine Land (@sengineland) October 18, 2017

SEL provides additional commentary and explanations on on- and off-page factors you always need to keep in mind, lest your company's site succumb to ranking sickness. A few penalties to be mindful of are:

Unstructured data.

Unnatural outbound links.

Spam (in its many forms).

Read on for the full playbook on dealing with Google's dark side.

Wading through Google Analytics in search of some sort of higher meaning in life is how many SEOs and digital strategists spend their time. But for the rest of us marketing mortals, we need the data to come to us.

Search Engine Journal provides three uncomplicated ways to identify SEO opportunities within GA and how to capitalize on them.

Isolate high-traffic older content and update for max conversions.

Look for high-bounce rate, high-exit percentage posts and update for intent.

Reroute traffic to top-converting landing pages.

Via giphy.com

Tracking down these opportunities requires only a few clicks, dropdowns and segmentation, so nothing too fancy. Yet, the payoffs can be enormous, as the article shows. Following the first tip above, one company revamped 17 of their top-performing posts and saw 275 percent more conversions in just two weeks. Oh, and they didn't even create new content during that two-week window. Now that's efficiency.

See which methods can enhance your SEO efforts by reading more here.

Check back in next week for more Friday fun.

Source: The Content Marketing Weekly: Putting customers, machines and analytics to work

Essential #SEO Strategies for E-Commerce Sites

Essential SEO Strategies for E-Commerce Sites Search engine optimization (SEO) may seem straightforward on the surface, but in practice, there are hundreds of interlocking pieces that must be monitored and adjusted in order to see positive results. The process is even more complicated for e-commerce ... read more9 Insanely Useful SEO Strategies to Get Faster Results SEO is constantly evolving. The best marketers are the ones who continue to revamp their existing SEO strategies in order to drive the ... The session quality report is useful for e-commerce sites. You need a minimum of 1000 e-commerce transactions before ... read moreIgnoring these 6 SEO strategies could come back to haunt you To learn more about optimizing content for voice search, see Essential voice search strategies for 2017. Only 43 percent of SEO professionals always perform a site audit for new clients, according to Search Engine Journal's 2017 State of Digital Marketing. read more

NYC Digital Marketing Agency, fishbat, Discusses Preparing E-Commerce Sites for the Holiday Season: 7 Things to Check Your List Twice For TRIBECA, N.Y., Oct. 25, 2017 /PRNewswire-iReach/ -- fishbat, a leading digital marketing agency which combines proven digital marketing strategies to help businesses increase profits and expand brand awareness, discusses preparing e-commerce sites for the ... read more12 Important SEO Tips for Shopify Ecommerce Platform I have compiled a list of SEO tips that are fundamental for running a successful Shopify e-commerce store with great online visibility. Take a look at these easy-to-follow tips below to discover all the essentials ... path to your site visitors from ... read moreFaceted Navigation: Best Practices for SEO When it comes to large websites, such as e-commerce sites with thousands upon thousands of page, the importance of things like crawl budget cannot be understated. Building a website with an organized architecture and smart internal linking strategy is key ... read moreHow To Make Your E-Commerce SEO Strategy Deliver The Maximum ROI CEO of Over The Top SEO, a leading SEO company with 9 locations worldwide, 14 years of hands-on experience in enterprise SEO and marketing. As an e-commerce ... strategy, creative and advertising agencies. Do I qualify? Create Buyer Guides For Off-Site ... read moreEssential eCommerce SEO Strategies To Boost Sales Given the competition, how can you ensure that it is YOUR eCommerce site that will rise to the top? One thing that comforts me is that the eCommerce SEO strategies for most ... If you're using filters (as most e-commerce sites with 20 products or more ... read moreThis is why SEO is so Famous for Small and Corporate Level Business! at that point you've discovered many articles giving you the essential summary. So there's no compelling reason to expound really. Yet, as a refresher, SEO is a gathering of strategies that enable an organization to get their site saw on however many ... read more10 SEO strategies to help boost your e-commerce sales Anastasy Yarmolovich via 123RF Conducting SEO on e-commerce sites is generally a bit more challenging. Follow these 10 SEO strategies, to help boost your online sales. This is essential for any site, but especially an e-commerce platform, which would ... read more

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Source: Essential #SEO Strategies for E-Commerce Sites

Content Marketing and SEO Services Build a Business

Search engine optimization enhances the success of your website. Optimizing your site can involve technical SEO strategies, good website structure, keyword planning, or meta tags to make online navigators find your site quickly. Typically, SEO comprises sitemap, optimized robots texts, high-quality, linkbacks, optimized keyword titles, social media platforms, clickthroughs, or viral web content sharing links. However, online investors need to go beyond technical SEO as a way of ushering in more traffic. Website Traffic Explosion-Valuable Content MarketingSearch Engine Optimization India experts help internet-based businesses in an all-in-one program that makes browsers find your website fast, increased phone calls, boost website traffic, and new customers. Your question you might want to be answered is how do content marketing India firms lead to a meteoric rise in online visibility. First, every website owner must strive to differentiate sites by embracing the content marketing, which is the source of authentic online traffic. Content marketing assists you to realize massive brand awareness and targeted traffic. How Content Marketing Increases Visibility on the InternetMarketing researchers say that excellent content marketing may erupt traffic. To succeed in social media marketing, SEO blogging, and online marketing technology, you need an SEO Indiaprofessional. The partner can add value by analyzing the most desired products and services in your locality. The Power of Local Google Maps SEOOrdinarily, Google Maps help people to locate roads, towns and drive on unfamiliar routes. Google Maps can promote your online business too! Customers are increasingly using mobile devices to search for products and services. You should capitalize on Google Maps for local SEO packages to advertise the products your local company offers. An Insight into Google Maps MarketingGoogle Maps allow business owners to list the location of the company. Li sting your company on Google Maps has some dramatic effects—your business will become visible and accessible on Google. Customers can locate your business fast using the Google Maps and the SEO features. Using Google Maps correctly plays is a crucial part of a successful digital marketing program. When the local clients look for shopping options or local service providers, the Google Maps listings get the first consideration. Working with content marketing and SEO India company whose staff understand SEO content marketing and Google Maps helps the locals to locate your store.

Google Local Marketing is a cost-effective advertisement that targets particular people searching for specific products in your local region. Sharing posts on the Google business pages will make your business visible on local searches instantly.

Media ContactCompany Name: Amrut ServicesEmail: info@amrutservices.com/Phone: +91 9376910109Country: United StatesWebsite: https://amrutservices.com/

Source: Content Marketing and SEO Services Build a Business

Kyle Roof Debunks #SEO Myths on Proposify Biz#Chat Podcast

Kyle Roof Debunks SEO Myths on Proposify Bizchat Podcast | Latest News Kyle Roof Debunks SEO Myths on Proposify Bizchat Podcast The key takeaways include not overthinking your content, or thinking you need to employ a high-level copywriter to write all your content, whether or not grammar and spelling are a ranking factor on Google, and the effect of much-discussed reading level ... read more

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Source: Kyle Roof Debunks #SEO Myths on Proposify Biz#Chat Podcast

Content Marketing Tactics for Search Marketers – International Edition #SMXLmilan

Content is both king and kingdom in a digital world full of stories. Brands and consumers alike are experiencing and publishing content on a daily basis. Between information overload, increased complexity of search engines and changes in consumer search behaviors, many marketers are less than confident about how to optimize their content marketing.

How can marketers best use content marketing to improve search marketing? How does search inspired content affect content, PR and marketing programs across channels?

At SMXL in Milan, Italy this November 15th, that's exactly what a panel of experts will be answering. I will be moderating Content Related Strategies for Search with Ken McGaffin, Lexi Mills and Jey Pandian where we'll be discussing strategies to help identify new opportunities to develop content based on business intelligence, competitive research and historical performance.

As a teaser for the panel, I've asked each speaker to share a preview of their talk with practical insights and tips.

Ken McGaffin @mcgaffinOnline PR and Link Building Strategist at Audiential 

4 Rich Sources of People Stories"If you're reading this at 3 am, chances are that James Proud wants to put you in a deep slumber."

That's a great opening to an article on insomnia in the NYTimes.com. It paints a vivid picture, intrigues the reader and draws them in.

That's the power of story – it elevates your content and makes it unique.

Content Marketing is a competitive business and your pitches have to be top notch to succeed. Stories make yours stand out – to the delight of your target publishers and their readers. Here's some things we've discovered at Audiential:

There's no such thing as a 'boring' industry – every business involves people and people are inherently interesting.

Don't expect your clients to give you stories – they rarely know what makes a great story. You've got to seek stories out – and polish them into inspiring content.

You only need 4 sources to systematically mine for stories:· customers· staff· founders· influencers

4. You must encourage people to open up and that means you have to listen. There's an old saying, "We have two ears and one mouth, and we should listen and talk in the same proportion".

Lexi Mills @leximillsManaging Director at Marquis Communications

Design for Trends and Play the Long Game with Research ContentMany media are using new technology to tell them what subjects they should be covering. In some cases over 50% of the content they produce has to align with the trends these tools show. Making sure you are designing your content inline with an anticipated trend or pitching it in a way that allows them to cover a current one will significantly improve your media relationships, coverage and inbound link profile.

Don't plan to win on round one. Media are so busy these days that the likelihood of winning on the first point of contact is significantly lower than ever before. I have a strict rule with my team that they are not allowed to send an email or make a phone call without pre-planning what their follow up will be.

This can be anything from new images, interview slots becoming available to book or highlighting an emerging trend or event that the content fits in with. Not only does this ensure that they follow up in good time but it also feeds into the structure of campaigns.

Instead of releasing all research in one go we might decide to release it in phases or at a time when we know there will be a relevant event this allows for a more constructive follow-up. It also helps eliminate anyone tormenting a journalist with their pet hate…..an email that says "I just wanted to check you received my press release".

Jey Pandian @jeypandianChief Digital Officer & Founding Partner at ONWARD Agency

Storytelling in the Age of the OmnichannelSince the internet first started, the way people communicate has continuously evolved. Within each Search vertical, there are different types of content that need to be built out in order to meet customer demand. Jey will present a content framework that goes beyond search content to help lay the foundation for an omnichannel content play.

1. Analyze – Identify out where your audiences spend their time online on Social Media Platforms and Search Engines on a 24-hour timeline to figure out "moments of receptivity" and to ensure that content will be built and surfaced at the right time and place, in the right context.

2. Design – Study UX design patterns against each Search Engine design feature; whether infinite scroll, voice, mobile, and/or swiping patterns e.g. scrolling up and down or sideways to figure out how to design your asset for optimal consumer consumption.

3. Create – Understand your algorithmic limitations as it pertains to content consumption across each Search Engine; whether image, video, voice search and/or virtual reality to help figure out how to design your asset for optimal search visibility and in turn, consumer consumption.

This will be the second time I've presented at SMXL Milan. Last year I gave a keynote presentation on influencer content collaboration. There were several speaker dinners and I think we counted 15 different countries represented at one of them. This really is an international search marketing event.

Whether you're simply trying to increase organic search visibility for the great content you've been publishing or if you want to create an advantage in a competitive market, leveraging search data can produce insights that are impactful for everything from storytelling, to media relations to omni-channel marketing. This panel with Ken, Lexi and Jey on Content Related Strategies for Search Marketing is ambitious and will cover many of these topics with plenty of time for audience Q and A.

I will be giving a solo presentation about content marketing at SMXL Milan on November 15th:

Photo of Lee Odden via Laura Caldarella? @LaSagitta

Content Marketing Integration – Without content, there wouldn't be any search engines and yet most marketers treat content as if it were simply a tactic for SEO. Content is the fuel that powers all forms of media on all digital channels where customers engage. The most successful marketers approach digital marketing with a customer and content-centric approach that integrates with SEO, social media and advertising in a way that helps the brand become "the best answer" wherever customers are looking.  This presentation provides an overview of how to plan, produce, promote and optimize content as a marketing approach that works with or without search engines. But definitely better with search engines. 🙂

SMXL Milan features a truly impressive roster of speakers including Bill Hunt, Rand Fishkin, Michael King, Aleyda Solis, Gianluca Fiorelli, Hana Abaza, Bryan Eisenberg, Kristjan Mar Hauksson, Larry Kim, Nichola Stott, Jon Myers, Phil Nottingham, Cyrus Shepard and many more international search and digital marketing professionals. If you're a reader of our blog based in Europe, I hope you can make it to Milan in November!

Be sure to check out the conference website for more information.

Source: Content Marketing Tactics for Search Marketers – International Edition #SMXLmilan

12 Types of Awesome Visual Content You Can Use in Your #Blog Posts

12 Types of Awesome Visual Content You Can Use in Your Blog Posts How many times have you pondered over which images to use in a paragraph, blog post, web page, etc.? I struggle choosing a visual for my content. Yet, it's important, as frequently cited research shows that images attract more people to the content and ... read more12 Ways to Market Your Organization on Pinterest So if a client that doesn't have anything visual ... on Pinterest! Use the engaged and passionate pinners to drive traffic to something you sell (see products above). And, of course, you can't forget about your blog posts and other content. read more9 Content Promotion Tools to Skyrocket Your Blog Traffic You can search by industry-based topics and keywords or even type in your competitor's domain or latest blog post ... is an awesome tool for scouting the best content in the game. Use it to generate new ideas and tap into viral posts. read more

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JD.com inks partnership deal with Chinese search engine Sogou

JD.com has formed a strategic partnership with Chinese search engine Sogou, to leverage big data to improve targeting.

The move comes months after the e-commerce giant inked a similar deal with search powerhouse Baidu in a bid to help brands target consumers more effectively.

The deal will give Sogou users direct access to JD.com's shopping platform via Sogou's search, news aggregation and yellow pages mobile apps.

It will also leverage big data insights and AI technology to provide more relevant advertising and shopping content to Sogou's users across Sogou Search and Sogou Keyboard.

Sogou, which is a subsidiary of one of China's leading online media, video, search, and gaming business group Sohu, is the latest technology company to partner with JD.com, which is on a mission to boost its brand and services as it competes with Alibaba.

JD.com has recently signed deals with Nielsen and NetEase to improve its advertising and marketing.

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Source: JD.com inks partnership deal with Chinese search engine Sogou

Why You #Rank On #Google But Not On #Bing And #Yahoo (And How to Fix It)

Why You Rank On Google But Not On Bing And Yahoo (And How to Fix It) When you can Google the word google and find that it's now a verb meaning "to use the Google search engine to obtain information about someone or something"—you know Google's become a household name. No doubt Google is the biggest search engine ... read moreDominating the SERPs: How to Take up Multiple Spots on Google's First Page You have multiple opportunities to land on the all-important first page of Google search results. See three ways to score multiple spots on the page. There is a reason why SEO is such ... a bit higher than that (Bing and Yahoo traffic has always been ... read more8 Free and Simple SEO Tools for Bootstrapped Business Owners Unfortunately, many of the best SEO tools on the market (like SEMrush and Ahrefs) can run you about $100/month, which might not be ideal for a ... it goes beyond Google and gets you suggestions from Bing, Yahoo, Amazon, YouTube, Answers.com, and more. read more

Here's How to Avoid Losing Traffic & Revenue from Google for Jobs That's why you must focus on ... Don't ignore Bing and Yahoo. Both search engines don't have any job postings coming up in the top of the search results like Google for Jobs, other than jobs sites that rank for job search queries. read moreLexington-Fayette, Kentucky Reason #299 Why Donating to the Regional .Well-Beyond. 'Marketing Network (#WellBeyond) Business May Be a Dreadful Choice Apps may or may not have a connection to the internet. App is a modern take on the word software or application. This is why you probably ... search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. read moreHow Website Design Is Going To Change Your Business Strategies When you are building a responsive website you should think why you are building ... as well as color is managed well. Not only major search engine Google sets a guide line but also other search engines like Bing and Yahoo has their own guidelines about ... read moreHow to Overcome the Biggest Obstacles As An In-House SEO Conductor enterprise SEO Survey The last question to answer before we dive in is "Why ... Google Analytics, Keyword Planner and Google Trends. Bing's Webmaster Tools provide additional information that the Search Console might not reveal. You can ... read moreStop Trying to Fix Marketing Problems Like It's 2005 What You Can Do: Focus on quality blogs and great content offers that solve the pain points of your ideal audience, and offer something educational and useful. In other words, don't sell. Instead, help them learn why your offering is worth their attention. read more82 Content Marketing Tools to Make Your Life Easier Soovle pulls data from Google, YouTube, Bing, Amazon, Wikipedia, Yahoo, and Answers.com ... figure out what's working for you and what's not. With CrazyEgg, you're able to get detailed information that shows you why customers aren't converting. read more9 Technical SEO Problems in WordPress and How to Fix Them Besides, if you just forget to add the content header, then you can fix it from ... search ranking in SERP. Solution: You can simply use Google's Mobile-Friendly Test to check whether the website URL is mobile responsive. If it is not responsive then ... read more

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Dominate your farm and amp your SEO with content marketing

Top producing real estate agents are increasingly turning to content marketing because they recognize its long-term effectiveness in improving their visibility, search engine ranking and lead flow.

These agents build reputations as their farm's leading expert. Prospects in their firm learn that they're capable of providing more value than low-cost alternatives thanks to consistently publishing content that demonstrates their expertise.

Successful content marketing is like romance; success requires time and attention, but with enough passion it feels effortless and fun.

What is content marketing?

Content marketing sidesteps traditional advertising; instead of a salesy pitch, its content centers on forming relationships with consumers by providing information that answers their questions, solves their problems and improves their lives.

Many agents live and work where they sell property and want to produce useful content for their clients and prospects because they care about their communities. In this article, we'll describe some of the creative ways real estate agents use content marketing to turbocharge their geographic farming and amp their search engine optimization (SEO).

Effective content marketing

Effective content must be appealing, informative and, most importantly, unique. Someone else's content won't cut it – search engines look for one-of-a-kind articles and videos when determining relevancy and prominence in search results because they know generic posts rarely draw readers. And article engagement is one of the key metrics they use to rank search results.

Poor, generic content also irks the readers who read it. They may appreciate the occasional curated social media post, but they will not value mailers and email full of the same content every other agent pushes.

For agents who don't have a skilled writer on their team, freelancers are a great option. You can expect to pay between $50 and $150 per 500-word article, and should plan on at least two per month to gain traction. You could also consider purchasing just one freelance article each month and supplement it with a post you write or produce through another medium such as video.

Many top agents choose a third option, and use a marketing company like Discover Pubs that provides unique content under their name.

Providing useful information to buyers and sellers is a crucial part of a real estate agent's job, so it's no surprise that they've jumped on content marketing. We summarize some effective content strategies agents use below: blogs, social media, local publications, email and SEO.

Blogs

Blogs are one of the best ways agents can keep clients and prospects thinking about and engaged with their business. However, agents must regularly update their blog if they want to see results. That means creating an editorial schedule or working with a company like Discover that posts original content for them.

The good news for real estate agents serious about content marketing is that they don't have to search far to find new material. They can write about topics their clients and network will always care about: new local businesses, nearby neighborhoods, the local fireworks show — the list goes on and on. Agents looking to gain traction should also experiment with mediums. Videos, in particular, provide potential clients a valuable glimpse into an agent's personality.

Social media

A solid content marketing strategy centers on piecing out a single piece of content on many different platforms. Social media is a blog's natural partner. Agents should promote each post they create multiple times on each of their social media accounts to drive traffic back to their website.

Many agents already use social media to highlight new listings, client testimonials and more. Few, however, leverage these networks to disseminate unique local content, which means those that do have a huge opportunity to stand out.

Local publications

Many top agents aggressively market their geographic farms. The world is no doubt digital, but many might not know that direct mail delivered an ROI 600 percent higher than all digital channels combined last year, according to the Data and Marketing Association's 2017 annual marketing report. In fact, in 2016 response rates for direct mail were the highest in over a decade, the report showed.

An effective multichannel content marketing plan fits hand in glove with geographic farming. Many top agents implement a content strategy by mailing custom publications or newsletters with content tailored to their farms. When agents publish local events and useful information about the local housing market, homeowners begin to recognize them as experts and market leaders. Agents might have staff create a newsletter or real estate newspaper, or work with a company that can build it for them.

Discover offers agents direct mail publications that include custom local content, which is also repurposed for digital content marketing.

Email

Storytelling is one of the most popular and effective forms of email marketing. Instead of selling, agents should craft content that has a hook and includes a beginning, middle and end. For example, you could write an email about the history of a neighborhood or list a few of the reasons why spring is the best time to sell a home.

Keep your content marketing emails short – instead of pasting an entire article into an email, just tease the first few sentences. Then, add a "READ MORE" link that directs readers to your blog for the full story. This will drive more traffic to your site and help you track which articles appeal to your prospects.

SEO

Search engines match users' search queries with relevant websites, which supports the art of search engine optimization (SEO). You want your website to pop up when prospects enter a query for the services you offer.

Search engines constantly tweak their algorithms, so real estate agents should keep abreast of the latest SEO best practices to get the most out of content marketing. One of the core, effective strategies involves monitoring the keywords and phrases that prospects most search on Google.

We outline elements of an effective SEO content strategy below.

Do your research. Simply by typing in their website address into the free tool SimilarWeb, agents can discover the exact keywords consumers use to get to their website and those of up to four of their competitors. Agents can also use Google AdWords to find the best keywords for their local market.

Find your content niche. Ideal keywords likely overlap with those targeted by competitors. Focusing on a niche market and developing it with relevant content can help agents dominate a section of their market. For example, an agent may be an expert in downsizing empty-nesters. If agents create content targeted to this audience, the niche-specific content will attract more people from that group and, thus, decrease customer acquisition costs and increase conversion rates.

Use email and direct mail to drive high-quality traffic. Many agents don't associate direct mail or email marketing with SEO, because these channels don't connect directly with a search engine. But traffic from these sources can still help because, according to several SEO experts, quality traffic increases search engine rankings. That's important because website visitors from direct mail and email sources often spend more time on site and engage to a higher degree — aka represent high-quality traffic — than other traffic sources.

For content marketing success, keep it simple

For one, don't overthink SEO. One of content marketing's magical properties is that SEO drastically improves once agents begin a consistent marketing program, even if they don't research keywords.

In many cases, the optimal keywords and phrases that boost SEO already live in a good piece of content. Google works hard to close SEO loopholes so that it delivers the best possible content to searchers, which is exactly what quality real estate content marketing is all about.

Content marketing may be time-consuming (at least for do-it-yourselfers), but it doesn't have to be hard. Consistently creating local content and distributing it effectively each month is the most critical component of a successful content marketing strategy.

These days, real estate agents focused on demonstrating expertise rather than "selling" win. With the right content marketing strategy, agents can foster lucrative relationships with their farms and dominate the market.

Discover Publications can help you become a thought leader in your community through focused content marketing campaigns. You can have Discover put out personalized publications to your exclusive sales territory, send compelling emails, post content to a blog built just for you, and update your social media channels with your custom content without lifting a finger.

Source: Dominate your farm and amp your SEO with content marketing

9 Technical #SEO Problems in #WordPress and How to Fix Them

9 Technical SEO Problems in WordPress and How to Fix Them Everybody is running behind SEO when it comes to higher ranking in SERPs. Unfortunately, most of the WordPress users overlook technical SEO problems, which in turn disrupts the digital marketing procedure. If you think you are doing 100% efficient SEO for ... read more8 Common Technical SEO Issues and How to Solve Them seoClarity has been executing site audits for many years and sometimes it can be frustrating to come across the same technical SEO issues over and ... to scan your site. How To Fix It: The solutions to site speed issues can vary from simple to complex. read more9 Reasons WordPress is Perfect for Small Businesses WordPress is a content management system that is used by over 75 million websites worldwide. There are a plethora of reasons that this crazy amount of people use it but we can boil it down to about 9 main ... had that problem and knows how to fix it. read more

3(+3) of the best Website Builders and how to choose the right one for your needs An enormous community has grown around WordPress, resulting in an unparalleled volume and quality of both add-ons and support. From SEO ... it puts them in charge while not restricting their programmatic ability. In addition, the technical issues a ... read moreHow to Overcome the Biggest Obstacles As An In-House SEO Kevin Indig Ask 100 in-house SEOs about their biggest problems and 99 of them will agree on ... problem I see for in-house SEO is technical limitations. They are especially frustrating because there is no short-term fix for the core problem. read moreCreate a website with SEO in mind: With for instance JSON, or using our Local SEO for WordPress plugin, you can insert a snippet that will help Google to fix your website/business to ... If you have covered the technical issues of a new website, you'll have properly prepared your site ... read moreBlack Friday & Cyber Monday 2017 | 9 Steps To Get Your Store Ready Have 9 key steps to take to make sure your store is ... These are just a few of them. Finding the right add-on for your ecommerce problem will require some trial and error, so dive in and start experimenting. Time to go premium? Website builders like ... read moreHow to Boost Mobile Revenue With AMP Traffic Reporting That's almost all of them ... behind WordPress, Automattic, has created an official AMP plugin. It adds a lot of the extra code to pages so Google will automatically recognize AMP page versions. This can cause a few issues for SEO. read moreWP Live Pro Support by MOJO Marketplace – Service Review On top of coming up with fresh content ideas on a regular basis, you also have to take care of the technical details ... support when it comes to WordPress. The primary goal of the service is not only to fix minor issues but to empower you to confidently ... read moreHow to fix anything that's wrong with your Android Software problems ... them know why you removed their app and what your symptoms were. Do so in a constructive manner so the developer will be more likely to fix the app. Generally speaking, this method will help you fix anything that's wrong with your ... read more

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Source: 9 Technical #SEO Problems in #WordPress and How to Fix Them

7 ways marketers can pump up search and SEO efforts

Today's marketers know that if you're not first, you're last.

That's especially true when it comes to search marketing and SEO tactics that marketing pros must embrace for successful, well-rounded campaigns.

Consider these seven insights from experts who spoke at a recent State of Search conference:

1 . Use structured data.

Structured data, or Schema Markup, is no longer a fun micro-advantage, but a crucial component to ranking and to creating usable insights in analytics. Google and other search engines rely on "structured data" to understand the relationship between your website (including your products and team) and those searching for it. It's also an important component to ranking in position.

Martha van Berkel of Schema App said brand managers can use this structured information for their own analytics by using the tags created for search engines as custom dimensions in Google Analytics.

If marketers are providing exceptional detail to search engines, use that information to further understand how users interact with your site at a granular level—rather than looking at what URLs are most frequently visited.

2. Rely on machines .

The key to automation is to reduce the burden of rote tasks. Frequent tasks (automated SQRs, data analysis, bid adjustments, etc.) are perfect examples.

The value that experts provide is the ability to implement automation that allows small or repetitive tasks to be taken care of by a machine, freeing up your focus for tactics that make your work invaluable.

Former Googler Dan Gilbert of BrainLabs said marketers are consistently working across hundreds of data points every single day. He asked, Who do you think is better equipped to pull insights across that large of a spectrum: a human or a machine?

3. Aim for cohesion across channels.

A unified strategy will always be more successful than individual departments. Working as a team to develop a strategy that supports both sides allows marketers to do better work for their clients.

John Leo Weber of Geek Powered Studios said several problems can develop when agencies don't share their knowledge while working toward the same goal. Luckily, there are several tactics you can implement to better market across channels.

4. Focus on voice search, not artificial intelligence.

Voice search is here to stay, and will only become more important to marketing efforts. That means you have to understand how it works.

Ask:

· Where are devices pulling their information?

· What information do people want when they ask their phones or devices questions?

· How can I optimize this?

Remember, providing answers to consumer questions is providing value to (potentially) happy customers.

Marketers can capture excessively long tail queries, dig through reports for conversational snippets and build content that provides detailed answers.

[RELATED: Discover the digital strategies you need to break out of your siloand succeed in today's changing marketing communications mashup.]

5. For SEO, location still matters.

Filtration can kill an organization, but there are a few ways that it can be solved.

Proximity will always matter significantly, but reviews, proper categorizing and citing, evaluating competition, grabbing snippets, capturing intent and being active in the community are all ways that marketers can ensure clients retain their visibility.

The most cruciall component is garnering real reviews and notoriety from local organizations through digital PR. No matter how optimized your website is, reviews from a many sources can better sway consumers.

6. Influencers are changing.

Reviews have a massive impact on local SEO. Google My Business, Facebook, Yelp and general product reviews matter, but the internet contains more than those places.

Duane Forrester said influencers in a consumer's life are starting to shift. He shared that 70 percent of teenage YouTube subscribers say they related to YouTube celebrities rather than traditional celebrities. Four in 10 say their favorite creator understands them better than their friends, and 7 in 10 indicated that YouTube creators are directly driving changes and reshaping culture.

As marketers, we must be aware of who our audience trusts and how we can get involved.

7. Occupy position 0…or else.

These days it's amazing how much you can do within Google. For instance, it's now possible to look up a movie summary, find where it's playing, buy tickets and get directions to the theater without ever leaving the search giant.

Google curates the content it wants and prefers its own sources. This means you must play into Google's game and provide as much structured data as possible so that Google can manipulate and display it to its users.

For marketers, it's no longer a game of ranking No. 1, below the ads. It's about being the first result, period.

Mike Kaplan is an SEO analyst at Workshop Digital, a digital marketing company in Richmond, VA. A version of this article first appeared on Workshop Digital's blog.

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Source: 7 ways marketers can pump up search and SEO efforts

Why You #Rank On #Google But Not On #Bing And #Yahoo (And How to Fix It)

Why You Rank On Google But Not On Bing And Yahoo (And How to Fix It) When you can Google the word google and find that it's now a verb meaning "to use the Google search engine to obtain information about someone or something"—you know Google's become a household name. No doubt Google is the biggest search engine ... read moreHow to Build Links for Bing vs. Google Have you ... why you rank well (e.g., Page 1) on Google, but rank poorly (Page 4 or lower) on other search engines, like Bing? It can be confusing. You've invested in SEO. Shouldn't optimizing for one search engine work for all search engines? Well ... read moreLexington-Fayette, Kentucky Reason #299 Why Donating to the Regional .Well-Beyond. 'Marketing Network (#WellBeyond) Business May Be a Dreadful Choice Apps may or may not have a connection to the internet. App is a modern take on the word software or application. This is why you probably ... search engines, Google, Bing, and Yahoo, do not disclose the algorithms they use to rank pages. read more

6 Techniques for Successful Product Marketing in the 21st Century Focus on helping them achieve their goals and you'll be far more successful in converting marketing to sales. That's why you need a compelling ... Search engines like Google, Bing and Yahoo are looking for reasons to rank you in their search results. read more10 Easy SEO Fixes That Can Boost Your Rankings in No Time Not ... you with the step-by-step, but here's Google's support page on it. And don't forget to submit your site to Bing, too. Far too often, we focus solely on Google search and forget that Microsoft's search engine powers Cortana and Yahoo ... read moreHow to Overcome the Biggest Obstacles As An In-House SEO Conductor enterprise SEO Survey The last question to answer before we dive in is "Why ... Google Analytics, Keyword Planner and Google Trends. Bing's Webmaster Tools provide additional information that the Search Console might not reveal. You can ... read moreHow Website Design Is Going To Change Your Business Strategies When you are building a responsive website you should think why you are building ... as well as color is managed well. Not only major search engine Google sets a guide line but also other search engines like Bing and Yahoo has their own guidelines about ... read moreStop Trying to Fix Marketing Problems Like It's 2005 What You Can Do: Focus on quality blogs and great content offers that solve the pain points of your ideal audience, and offer something educational and useful. In other words, don't sell. Instead, help them learn why your offering is worth their attention. read morePeek Inside the Top 10 Fastest Growing SaaS Companies I started the comparisons with two free and very useful ranking tools: Hubspot Website grader and Google PageSpeed Insights. Bizible would have ranked top with the HubSpot tool but did not ... you webmasters, take note that the Avg visits was -9.82%! Which ... read moreThe Relevance of Crowdsourcing In other words, you're using people with their tomes of unique knowledge ... The most popular search engines are Google, Yahoo and Bing. What this means therefore is that a programmer works on a web system to make the platforms highly ranked on the ... read more

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Source: Why You #Rank On #Google But Not On #Bing And #Yahoo (And How to Fix It)