The Content Marketing Weekly: 2017 trends, 2018 predictions and Bing taps into AI

With the holidays just around the corner, you may not have time to keep up with all of the latest news in digital marketing. That's OK, though, because we have you covered.

The Content Marketing Weekly is our carefully curated selection of each week's major content marketing developments. In this edition, we take a look at the biggest 2017 SEO trends, expert predictions on what's in store for 2018, a pretty cool new Bing update and some well-deserved validation for cross-channel messaging.

This news isn't getting any fresher, so let's dive in:

'Tis the season for end-of-year lists, and that's not limited to the best albums, TV shows or movies. In the constantly shifting world of SEO, year-end retrospectives can shine a light on the most important developments of the last 12 months and help marketers make last-minute adjustments to keep up with the rest of the industry and start the year on a strong footing.

Forbes contributor Jayson DeMers listed some of the major trends that shaped 2017, including:

The growing importance of mobile optimization: Google continues to reward sites that have been designed with mobile visitors in mind – using accelerated mobile pages to decrease page load times on smartphones and other devices.

The emergence of voice search and the IoT: With virtual digital assistants like Alexa, Siri and Cortana becoming mainstays in the home, it was only a matter time before the digital marketing industry tapped into the new realm of voice search. Efforts to incorporate speech recognition into search engine platforms are already well underway. Meanwhile, although the Internet of Things hasn't conquered the world just yet, the IoT is beginning to surface in everyday life. This will undoubtedly be another touch point for marketers to consider in the future.

Google's algorithms focus on context more than ever: As Google's algorithms evolve, growing more sophisticated and focused on context, the notion of any content marketing "quick fix" becomes even more outdated. Keywords continue to be important in SEO, but successful strategies were far more nuanced in 2017, serving high-quality, targeted content rather than gaming the system.

See the rest of the trends.

If you want a glimpse into the future, you won't find any predictions much bolder than what Joe Pulizzi has cooking up over at the Content Marketing Institute. Just take a look at some of his more brazen claims of what's to come over the next 12 months:

Two or more Fortune 500 companies will bring in media and publishing veterans to serve as their Chief Marketing Officers.

At least one Fortune 100 company will successfully turn its marketing department into a true profit center.

Perhaps his most outlandish prediction: Apple will acquire Disney. To be fair, he gave himself some wiggle room on the exact timeframe, but if he's right, that's a heck of a call.

Via contentmarketinginstitute.com

And there are 60 or so more where that came from. Will any of these predictions come to pass? We'll see, but there's one thing for sure – 2018 is going to be a banner year for digital marketing.

View all 60+ predictions.

We all know having a unified, coherent brand message across every channel is important, but who knew it could be this effective? According to a new study from Digital Marketing Depot, a good cross-channel strategy can improve engagement by as much as 800 percent! That's one spicy meatball, as we say in the content marketing game.

How are companies achieving this level of success? By tearing down the silos separating their different marketing strategies and treating engagement in a more holistic fashion. To see what combinations of in-app messages, push notifications, email and other mobile channels tend to work best, check out the full report.

Google dominates so much of the SEO and content marketing conversation that it's easy to overlook some of the other search engines out there. But the team over at Bing has done some pretty incredible work with artificial intelligence and machine learning recently, and even in a Google-centric world, we should all pay attention to those advancements.

One of the more impressive use cases for AI-driven search engine results is in cases when there are competing perspectives on a specific question. For example, as this Search Engine Land article highlighted, the seemingly straightforward query, "Is kale good for you?" could have a pretty nuanced answer. Bing's search results present two views on the matter: Kale is a nutrient-rich miracle food that is a dieter's best friend or that its relatively modest oxalic acid content could be harmful to one's health if eaten in excess.

Via searchengineland.com

That's a pretty killer edge to have in the search engine battle – wonder how long until Google implements their own version of Bing's "Perspectives" feature?

Read the rest of the story.

It's no secret that content quality trumps quantity when it comes to Google rankings, but isn't the concept of "quality" a bit subjective? After all, one man's trash is another man's treasure. How else do you explain the continuing popularity of Imagine Dragons?

If you've ever wondered what exactly distinguishes high-quality content from the rest of the pack, Larry Kim has some thoughts on that over at Search Engine Journal. Some of his conclusions may leave you saying, "Yeah, no duh," but he makes a strong argument for not getting too caught up in the specific traits of quality content. Rather, good content shows results. Period.

Via searchenginejournal.com

If your painstakingly crafted blog, video or landing page isn't showing the engagement metrics you expect, then maybe it's just not as good as you think it is. Food for thought, anyway.

More thoughts on the matter.

Well, that's it for this week, but stay tuned after the holidays when we'll roll out the last content marketing roundup of the year.

Source: The Content Marketing Weekly: 2017 trends, 2018 predictions and Bing taps into AI

#SEO Guide: How to Optimize Your Posts in #WordPress

SEO Guide: How to Optimize Your Posts in WordPress It is not uncommon for beginners to under-utilize SEO plugins in WordPress. Often, they read a few guides online on how to start your own blog/website, and do the steps specified in these blogs without fully understanding the implementation part of things. read moreHow to Market Your WordPress Web Design Business for More Exposure If you're not sure what to add, here is a list of essential WordPress SEO ... Optimize your profile, add your location (if need be) and in the profile bio link, make sure you add a link that shows your visitor what to do next. Since you cannot post ... read moreWordPress SEO - Optimize Your Site For Search Engines A complete guide to WordPress SEO and how you can optimize your WordPress site to drive unlimited free search traffic. This course is an all-inclusive beginner's guide to WordPress SEO (search engine optimization). Over the last few years, WordPress sites ... read more

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Source: #SEO Guide: How to Optimize Your Posts in #WordPress

Think With Google: The Search Trends That Defined 2017

Between an uptick in mobile searches and the mainstreaming of intelligent assistants, voice dominated the search conversation this year. But it isn't enough for brands to simply build an Alexa skill or think about a "voice strategy" if discoverability in general isn't priority number one.

Marketers need to be present at the moments when consumers are ready to know, go, do or buy something — and to be there to answer questions, whether by text or by voice.

So, what do they need to know about the evolution of search this year? Below, takeaways based on Think With Google's top search trends of 2017:

Mobile searches for best have grown 80 percent since 2015 — and drastically this year in particular 

What does this mean for marketers? First, brands of all stripes must take into account that today's "well-advised" consumers are doing research for just about everything — not just weighty topics or big purchases. For example, searches for "best toothbrush" have reportedly grown over 100 percent on mobile in the past two years.

Second, and even more importantly, there is an inherent location-specific quality to these requests: Searching for the "best pub" or even "best toothpaste" means that someone wants to go somewhere or buy something in the physical world. TWG's research bears this out: Compared to just a year ago, smartphone users are reportedly significantly more likely to purchase from companies whose mobile sites or apps customize information to their location.

As we've written previously, if a consumer searches for "new car" today, they no longer simply see links — they see the knowledge card, with prices, configurations, features of cars for sale, and more, all seamlessly. Similarly, if someone Googles groceries or banks, they get maps back; Google now assumes someone is looking for a place if they search for something present in the physical world. As such, marketers need to manage both their standard listings and location information but also to prioritize ranking in unbranded situations — such as for searches for "best pancakes" rather than "Denny's."

Image search is growing

In searches made within the Google app, users now see a badge in the bottom lefthand corner of an image. This badge categorizes the image, as well as provides text to clarify what action(s) someone can take.

This update isn't among the biggest of the year, but it's a move that sees Google furthering the utility and ubiquity of visual discovery.

What does this mean for marketers? Well, most already know that search is critically important — 80 percent of US internet users prefer to turn to a search engine to find or look up information about local businesses — and with Google continuing to further its commitment, image search is the next frontier. Online content should include relevant, high-quality, tagged images — ideally alongside other content like recipes or product information that Google may index for.

And statistics indicated that the time to prepare is now: By 2020, an estimated 50 percent of searches will come from images and voice.

Featured snippets matter more

Google recently made a subtle but significant search update, expanding Featured Snippets and improving the functionality of Knowledge Panels, a move aimed at enhancing discovery and better answering queries while still keeping users on the search engine results page (SERPs).

As we wrote at that time, "this update means that the ability to generate traffic from Google may continue to decrease," said Casey Markee, SEO analyst and founder of MediaWyse. "The expansion of on-page related searches, knowledge graph information and relevant featured answers is just the latest evolution in Google's desire to keep users on the SERP page itself and eliminate actual click-thrus to sites in the index."

So, what can marketers do to improve their chances of getting discovered in the world of intelligent search, where blue webpage links are effectively passé?

"Google has also chosen to provide little actual optimization advice for users looking to target featured snippets. But we can make best guesses based on our own experience and results in the wild," Markee said. "For site owners and SEOs, it really is about having the 'best answer.' If you see a featured answer you'd like to steal look at the following: what format is it in — list, table, paragraph — how many words, where is the snippet located on the page? And then try to copy as much of that data as possible in your competing attempt.

"Google has said that structured data has no effect on Featured Snippet but to get a featured answer you need to answer the question concisely and provide both the question and answer on the page. Next, provide a relevant image in the snippet that is close to the Q&A content. Further, make sure to use HTML formatting where possible — for tables, bullet lists, et cetera."

Additionally, it's simply another reminder that marketers need to think about the all of the entities fundamental to their business that can help them rank in the knowledge graph. This means that a restaurant, for example, needs to list its menu and locations — so that that Google will then know its menu items and the eatery will shows up in the results in that aforementioned search for "best pancakes." Similarly, for a bank, the fundamental entities might be branches and ATM locations. In the new world of search, it's all about being listed comprehensively and accurately in all of the relevant categories so as to be as discoverable as possible.

Source: Think With Google: The Search Trends That Defined 2017

PPC 2017: Epic review of the biggest trends & updates in paid search

As 2017 draws to a close, let's take a moment to catch our breaths and look back at the whirlwind that was PPC in 2017.

There wasn't a big change that dominated the landscape like enhanced campaigns of 2013 or expanded text ads of 2016, but multiple trends created an atmosphere of constant, incremental change this year. However, if we were to dub 2017 the year of something in search marketing, it would clearly be the year of the machine. While machine learning and other forms of artificial intelligence aren't new to search marketing, their use became pervasive in 2017.

Here's a look back at the big developments and key trends that happened in PPC in 2017 that will continue to inform and influence our work in 2018.

Finally past the year of mobile, this was the year of AI in search

Sure, there is still work to do in improving mobile experiences and conversion rates, and we'll continue to see Google, in particular, push its initiatives in this area: AMP for ads and landing pages, Purchases on Google and more. This year, the big shift was the extent to which machine learning and other forms of artificial intelligence permeated all things search.

Here are eight highlights of ways the search engines ingrained machine learning into their products. They cover everything from keyword matching to ads to audiences to spend pacing to attribution:

In March, Google made putty of the meaning of 'exact' in exact match, stretching it to include close variants of a keyword with different word order and/or function words.

Ad rank thresholds got a machine learning infusion to take the context of a query into consideration when setting the bid floor.

Google's Smart display campaigns are nearly entirely powered by machine learning.

Google's data-driven attribution methodology is entirely AI-powered. It's been in AdWords for more than a year, but it gained new attention with the introduction to Google Attribution.

Google and Bing released new automated bid strategies: Bing's Maximize Clicks and Google's Maximize Conversions.

Google's move to let daily spend exceed up to 2x the budget? Yep, that, too, relies on machine learning to try to predict spend trends throughout the month.

One flavor of Google's custom intent audiences on the GDN uses machine learning to automatically create audiences based in part on inferred characteristics of an advertiser's target customers.

Bing Ads is testing AI-powered chatbot extensions in search ads.

Dynamic Search Ads in Bing Ads came to the US and the UK.

Forget A/B testing, because machine learning

Another big, if more subtle, shift was in ad testing methodology. All year, Google has pushed advertisers to move away from the A/B testing model of running two ads per ad group and manually assessing performance.

If there was any doubt Google was serious about this, the move to limit ad rotation options in August put that doubt to rest. The change makes the push for advertisers to choose "optimize," letting the machines choose the best ad to serve, that much more forceful. Google's Matt Lawson laid out in a column last month the argument for having at least three ads in an ad group: Overall impressions will increase as Google's algorithms will serve up the best ad based on the specific query. Advertisers shouldn't even be evaluating individual ad performance under this new rubric, but rather at the ad-group level of performance, says Google.

To this end, Google rebooted its Ads Added by AdWords pilot in September. The ads suggestions test automatically generates additional text ads (for approval) in some ad groups. Again, the goal is to get more advertisers running more ads in their ad groups, even if Google has to do the work for them.

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Identity & audience targeting

Dovetailing with the rise of machine learning is the steady advance in audience targeting capabilities. Keyword intent may still be the calling card of search marketing, but audience targeting options continued to expand. The popularity of Facebook's audience-focused, people-based marketing approach largely precipitated this shift over the years as Google has loosened the reigns on its user data and shifted to signed-in data for audience development and targeting.

Some of the big moves in audience targeting this year:

Bing Ads began testing in-market and custom audiences at the beginning of the year. In September, it announced there are now more than 70 in-market audiences available to target.

Google introduced in-market audiences and similar audiences to Search and Shopping campaigns in March, and consumer pattern targeting and life events targeting for YouTube and Gmail in May.

Google's custom intent audiences debuted in November for display campaigns.

More offline data can now be used for first-party audience targeting as well. Earlier this month, Google expanded its Customer Match offering to include the ability to build retargeting lists based on customer phone numbers and addresses, not just email addresses.

Microsoft has begun integrating the LinkedIn Graph with the Microsoft Audience Intelligence Graph. We should expect audience targeting to come out of this effort in 2018.

Attribution & 0nline-offline tracking

With more channels, more devices, more campaigns and more technology in play, attribution isn't getting any easier.  The biggest news on this front was, of course, the beta launch of Google Attribution. Announced in May, the product could upend the way many search marketers approach attribution, but the real impact won't be seen until next year when the product rolls out more fully. Google Attribution aims to give users a bigger picture of how their channels and campaigns — at all stages of the funnel — are contributing to the bottom line.

The Google beauty of it is that the data can automatically feed back into AdWords or DoubleClick to inform bidding strategies. That's the real motivation here; it's not going to be the silver-bullet answer to everyone's attribution challenges. From a Google campaign perspective, it will provide more cross-channel insights than AdWords or Google Analytics does currently.

The other big news in attribution this year largely revolved around online-to-offline conversions.

Google's in-store sales measurement news was the most notable. In one approach, retailers can upload their loyalty or other customer email lists into AdWords. The other approach is powered by Google partnerships with financial vendors. In-store sales conversions will automatically show up in AdWords when enough conversion data is available. Google has said its vendor-supported program gives it coverage of 70 percent of credit card transactions in the US.

Google's store visits measurement extended to YouTube campaigns as of May, giving retailers insights into how effective their videos are at driving viewers to stores.

Bing's support for uploading offline CRM conversion data with a new Offline Conversion Import tool in September.

Bing's integrations with call-tracking systems to enable call conversion imports rolled out this month.

Shopping keeps growing

Across the pond, Google got slapped with a giant antitrust fine by the EU for shutting competing comparison shopping engines (CSEs) out of Google Shopping. Google is contesting the fine, but in the meantime, Google Shopping is operating as a separate business unit and will compete in auctions against other CSEs for spots in the Shopping carousel in Google search results in the EU. (Crealytics' Andreas Reifen and I each took issue with the ruling.)

Stateside, the influence of Shopping on retail search just continued to grow. At the year's halfway mark, Merkle reported Google and Bing saw continued growth in shopping ad spend, outpacing that of text ads among retail clients. But there's an elephant in the room, and its name is Amazon. Amazon loomed in terms of being a head-on competitor with its one-again-off-again presence in Google Shopping, in terms of the rapid and expanding build-out of ad offerings for merchants on its own site, as well as in the realm of product discovery and ordering via digital assistant.

For its part, Google continues to experiment with the way it displays shopping ads. Below is an example of an elusive Purchases on Google ad, but these ads also have a new "Quick view" feature that lets users learn more about the product and seller right from the search results.

Google continues to search for new places to extend Shopping ad inventory. At the end of May, it automatically opted advertisers into a test to show product ads on the Display Network.

Local, driven by mobile

Mobile, voice and digital assistants will continue to spur innovation next year, but perhaps in no area greater than local. Last year, Google said local searches are growing 50 percent faster than mobile search overall and account for one-third of mobile searches. Those habits are driving the development of search ad products aimed at connecting users to local businesses (thus the increase in online-to-offline attribution capabilities covered above). Merkle's Andy Taylor covered the growing importance of local ad products for brick-and-mortar stores in his recent column.

Honorable mentions

We can't close out a 2017 wrap-up without mentioning the new AdWords interface. There is a lot of grumbling about the new UI, which is expected to become the de facto interface at some point in 2018. Change isn't easy, and there still isn't enough parity or ease of use to have endeared it to many paid search managers who are in it on a daily basis managing campaigns. But every sign indicates Google is leaning into this new "experience," not backing away. There are many, many features now that are only available in the new UI. That will only continue.

In further evidence that 2017 was one long year, some updates that feel much older than they actually are. Can you believe Google switched to the green outline Ad Label this year (February)? All Mac users got access to Bing Ads Editor in March. Google added historical Quality Score data in AdWords in May. Oh, and AdWords price extensions rolled out to all devices in March, and Bing merchant promotions in Shopping ads came out of pilot in the US in April.

That does it for 2017. After I wrote this piece, I looked back at how I concluded 2016's year-end wrap-up: "Expect to see the trends we saw this year — audiences; attribution, including online-to-offline; mobile; and automation — continuing to influence change in the year ahead."

Looking at that list of trends in terms of next year, I'd swap out mobile for local (mobile is foundational now) and add voice marketing to the mix. We are still in very early days with voice and digital assistants in terms of marketing potential, but I expect we'll continue to see this area develop rapidly.

About The Author As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She provides search marketing and demand generation advice for ecommerce companies and can be found on Twitter as @ginnymarvin.
Source: PPC 2017: Epic review of the biggest trends & updates in paid search

Latest Approaches in the Ever-Evolving World of #SEO Experts

Latest Approaches in the Ever-Evolving World of SEO Experts The world of search engine optimisation is unbelievably dynamic. Thus, strategies and approaches here keep changing almost every now and then. Just including the popular search phrases in your blogs will not will not rank your business on Google SERPs any ... read moreEight bodies, possibly from North Korea, found in boat that washed up on Japan beach Experts say North Korea's food shortages ... so that they can make up their food shortages," said Seo Yu-suk, research manager of North Korean Studies Institution in Seoul said. But as winter approaches, fishermen in the Sea of Japan face more hostile ... read moreHow You Can Boost Your Local Business With SEO Services - InterAd Online business has continued to expand its waves that even from the most remote areas, you can reach the world ... SEO expert is highly recommended once your decision to build a website for your business is reached. Don't be deceived. Not all claimed SEO ... read more

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Source: Latest Approaches in the Ever-Evolving World of #SEO Experts

Supercharge your email marketing with Google AdWords

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I have a confession to make.

The odds of my instantly deleting one of the many marketing emails I receive each day are about as good as Tom Brady and the Patriots making the playoffs — meaning it's pretty likely to happen.

Unfortunately for all you email marketers out there, I'm not alone. According to email marketing service MailChimp, the average email open rate across industries is below 25 percent, with a click rate of 2 to 3 percent. That means that, on average, you'd need to send 100 emails to get two or three people to take any action. All that time and energy spent crafting the perfect email marketing campaign will be wasted if you don't create a complementary strategy to get more sales from your hard-earned email list.

The good news is that you can use Google AdWords as your complementary strategy by simply leveraging the existing data you have on your email subscribers. Let's dive into the best ways to make that happen.

Learn the ins and outs of Customer Match in AdWords

Customer Match in AdWords might be the greatest secret weapon for email marketers that Google has to offer. It allows you to target or exclude your existing customers on Google Search, Display and YouTube by simply uploading your customer email list to AdWords. Think of it as another way to nurture your sales leads besides sending them more emails.

The best thing about Customer Match is that it's not that difficult to get up and running. Here's what you need to do to get started:

Click on the "Wrench" icon in the top right corner of your AdWords Dashboard.

Click on "Audience Manager" under the Shared Library section.

Click on "Audience Lists" from the Page Menu on the left.

Click on the blue "+" button to create a new audience list.

Select "Customer List."

Choose the option to upload a plain text data file or a hashed data file.

Choose your new file.

Check the box that says "This data was collected and is being shared with Google in compliance with Google's policies."

Set a membership duration (this should be determined by the types of customers that make up the list).

Click "Upload and Create List."

Please note that these instructions are for the "new" version of the AdWords dashboard. If you're interested in Customer Match but are still using the "old" version of the AdWords dashboard, see here for more instructions.

Segment your email list

Now that you have a better understanding of Customer Match, let's take a look at how you might want to slice and dice your email list to more effectively target your sales leads on AdWords.

Take a look at the following email audience segments we use at AdHawk (my company) for a moment:

New and engaged email subscribers who have not become customers.

Email subscribers who have not opened an email recently.

Email subscribers who are existing customers and would be a good fit for an upgraded product or service.

Each of these email audience segments has an entirely different relationship with our business and needs to be messaged to differently. If you have a similar breakdown of your marketing emails, you can repurpose your email list segmentation for your AdWords campaigns via Customer Match. This will allow you to tailor the messaging of your ads for each segment, and as a result, help to nudge your sales leads farther down your funnel.

Create a different AdWords strategy for each segment of your email list

Once you have your email audience segments in place, it's time to develop a unique AdWords strategy for each segment.

I'm going to use the three email audience segments noted above as examples. Your approach might be different, and that's okay. Just make sure you're not using general ads for every email audience segment you have on your list.

Converting new and engaged email subscribers

When a new lead signs up to learn more about AdHawk, our team goes into "educate" mode. The goal is to get them to see the value of our product and services as quickly as possible so we can move them down the funnel.

Our "Welcome" email flow takes the first steps in educating our leads, and it performs pretty well compared to the industry average. But our secret weapon emerges when we take a list of our "new" sales leads and turn it into a Customer Match campaign in AdWords.

Here's what a typical flow for this segment looks at AdHawk:

Step 1: Potential customer signs up to learn more about AdHawk.

Step 2: After signing up, the potential customer receives the first email in the "Welcome" email flow, with a call to action to book a time with our sales team.

Step 3: A Customer Match segment is created for all "new" prospective customers that didn't take action on the first email in the "Welcome" email flow.

By using a Customer Match segment for all new and engaged AdHawk sales leads, we're able to bid up on more generic keywords that would be too risky to bid up on for a general search campaign. We're also able to create Gmail Ads with a similar look and feel to our "Welcome" emails series that prompt a strong customer recall.

Converting unengaged email subscribers

Converting unengaged email subscribers can be a huge pain in the butt. They've stopped engaging with your emails, so the worst thing you could do is continue to bash them over the head with more emails.

Here's the flow we use to re-engage leads that have left us hanging:

Step 1: Potential customer signs up to learn more about AdHawk but does not engage with our emails for 30 days.

Step 2: A Customer Match segment is created for all "unengaged" prospective customers.

Step 3: A Remarketing campaign is created to target prospective customers that have not converted after 30 days.

Step 4: We tailor the Customer Match and Remarketing ads to promote a special offer.

This group is the least likely to convert, so any new business scraped up is a huge win! It's important to educate these stale leads on what we do and remind them why they signed up in the first place.

Upselling existing customers to a new product or service

Most marketers are so intent on attracting new business that they often forget that there is a wealth of opportunity under their noses. Don't sleep on marketing to those that have bought something from you in the past! We use our existing customer segment to promote new features or products we feel they will be a good fit for.

Here's the flow we use to target existing customers:

Step 1: A Customer Match segment is created for our "Existing Customers."

Step 2: We further segment this list by renewal date to ensure that customers see our ads when their contract is up.

Step 3: Tailor the ads to promote additional services we offer that our customers are not leveraging.

We've structured our flow this way because our product runs on a subscription basis. If you're selling physical goods that can be repurchased often, break down your segment by the products your customers have shown the most interest in. That way, you can tailor your ads to the specific products you believe would resonate most with them.

Final thoughts

Are you leveraging AdWords as part of your email marketing strategy? If you are, I'd love to learn more about what strategies you have used that have been successful.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About The Author Todd is the CEO at AdHawk, a digital advertising software that aggregates and optimizes digital ad data. Before taking the startup plunge, Todd worked on the AdWords team at Google, where he helped high growth startups and small businesses with their digital advertising strategies. He is an expert at optimizing advertising accounts and improving ROI.
Source: Supercharge your email marketing with Google AdWords

MediaOne Business Group Becomes the Leading Digital Marketing Services Provider in Singapore

SINGAPORE, Dec. 18, 2017 /PRNewswire/ MediaOne, one of the best online marketing agencies of Singapore, freshly secured deals with leading global brands, which has pushed the company on the forefront of the industry. The management celebrated the same with selected press members and clients at their office, where they also discussed their recently-launched digital marketing courses Singapore.

MediaOne has been leading the digital marketing industry of Singapore for close to a decade now. Established in 2008, the company specializes in search engine marketing, online reputation management, search engine optimization and social media marketing among other things. Recently, they launched a bunch of digital marketing courses and signed marketing deals with leading global brands. The management discussed the future prospects of the company in their in-house press meet.

"As a preferred digital marketing agency Singapore, MediaOne has come a long way since its inception, and we would like to thank our clients for their trust. The past few months have been exciting for everyone here at MediaOne, as we have signed deals with leading names, such as ST Electronics, Changi Airports International, Singtel Media, Pazzion & many more. This is also the perfect time to thank our incredible marketing team, who work relentlessly and beyond their working hours to make things happen," said the marketing head for MediaOne.

MediaOne management also discussed their new courses at length, which are now available for professionals, marketing enthusiasts and SEO experts.

"We have launched SEO courses for beginners, besides additional options in social media marketing and search engine marketing. Our courses are ideal for anyone who wants to gain in-depth knowledge of digital marketing or wishes to just manage his/her own projects. Feel free to get in touch with us for details," the PR team head announced.

MediaOne is also planning to expand its base in other parts of the world, and they have already started working in certain countries, focusing on the local market. The company is open to new marketing projects and can be contacted through their website.

About MediaOne Business Group

MediaOne is a leading agency for internet marketing Singapore. In less than a decade, the company has completed and worked on over a thousand projects, and they are also considering a global leap with their innovative marketing strategies. Recently, they have also launched digital marketing courses for professionals and entrepreneurs. Along with SEO and social media, the company also specializes in online reputation management.

Media contact:Tom Kohenquiry(at)mm.com.sg(65) 6789 9852

Source: MediaOne Business Group Becomes the Leading Digital Marketing Services Provider in Singapore

SEO in 2018: Optimizing for voice search

Google Webmaster Trends Analyst John Mueller recently asked for feedback on why webmasters are looking for Google to separate voice search queries in Search Console. If you, like me, want to see voice searches in Google Search Console, definitely submit your feedback on Twitter as John requested.

I hear folks asking about voice search data in Search Console often. Can you elaborate on what you want to see there? What's an example of such a query that would be useful? pic.twitter.com/WOqS7aH4tP

— John ☆.o(≧▽≦)o.☆ (@JohnMu) December 7, 2017

I lived through the very beginnings of mobile SEO, where many people thought mobile search behavior would be completely different from desktop search behavior only to find that much of it is the same. So I see why Mueller and others don't necessarily understand why Search Console users would want to see voice queries separately. Some queries are the same whether they're typed into a computer at a desktop or spoken across the room to a Google Home.

That being said, there are some very good reasons to want voice search data. Optimizing for voice search requires some slightly different tactics from those for traditional SEO, and having insight into these queries could help you provide a better experience for those searching by voice.

Not convinced you should care about voice search? Here are three reasons I think you should:

1. More visibility on featured snippets

One of the interesting things about Google Home is that when it answers a question with information from the web, it will cite the source of the information by saying the website's name, and it will often send a link to the searcher's Google Home app.

Currently, Google Home and Google Assistant read snippets from sites that are ranked in "position zero" and have been granted a featured snippet. This is why more people than ever are talking about how to optimize for featured snippets. If you look at the articles published on the topic (according to what Google has indexed), you'll see that the number of articles about how to optimize for featured snippets has grown 178 percent in the past year:

Understanding voice search queries could help us better understand the types of queries that surface featured snippets. As marketers, we could then devote time and resources to providing the best answer for the most common featured snippets in hopes of getting promoted to position zero.

This helps marketers drive credibility to their brand when Google reads their best answer to the searcher, potentially driving traffic to the site from the Google Home app.

And this helps Google because they benefit when featured snippets provide good answers and the searcher is satisfied with the Google Home results. The better the service, the more consumers will use it — and potentially buy more Google Home units or Android phones because they think the service is worthwhile.

If bad featured snippets are found because no one is trying to optimize for those queries, or no featured snippets are found and the Google Home unit must apologize for not being able to help with that query yet, Google potentially loses market share to Amazon in the smart speaker race and Apple in the personal assistant race.

So this one is a win-win, Google. You need more great responses competing for position zero, and we want to help. But first, we need to know what types of queries commonly trigger featured snippets from voice search, and that's why we need this data in Search Console today.

2. Better way to meet consumer demand and query intent based on context

We saw two major things happen in the early days of mobile SEO when we compared desktop and mobile queries:

Searchers often used the same keywords in mobile search that they did in desktop search; however, certain keywords were used much more often on mobile search than desktop search (and vice versa).

Whole new categories of queries emerged as searchers realized that GPS and other features of mobile search could allow them to use queries that just didn't work in desktop search.

An example of the first point is a query like "store hours," which peaks in volume when shoppers are headed to stores:

An example of the second is "near me" queries, which have grown dramatically with mobile search and mostly occur on mobile phones:

The mode of search therefore changes search behavior as searchers understand what types of searches work well on mobile but not on desktop.

Consider this in the context of voice search. There are certain types of queries that only work on Google Home and Google Assistant. "Tell me about my day" is one. We can guess some of the others, but if we had voice search data labeled, we wouldn't have to.

How would this be useful to marketers and site owners? Well, it's hard to say exactly without looking at the data, but consider the context in which someone might use voice search: driving to the mall to get a present for the holidays or asking Google Home if a store down the street is still open. Does the searcher still say, "Holiday Hut store hours?" Or do they say something like, "OK Google, give me the store hours for the Holiday hut at the local mall?" Or even, "How late is Holiday Hut open?"

Google should consider all these queries synonymous in this case, but in some cases, there could be significant differences between voice search behavior and typed search behavior that will affect how a site owner optimizes a page.

Google has told us that voice searches are different, in that they're 30 times more likely to be action queries than typed searches. In many cases, these won't be actionable to marketers — but in some cases, they will be. And in order to properly alter our content to connect with searchers, we'll first need to understand the differences.

In my initial look at how my own family searched on Google Home, I found significant differences between what my family asked Home and what I ask my smartphone, so there's reason to believe that there are new query categories in voice search that would be relevant to marketers. We know that there are queries — like "Hey Google, talk to Dustin from Stranger Things" and "Buy Lacroix Sparkling Water from Target" — that are going to give completely different results in voice search on Google Home and Assistant from the results in traditional search. And these queries, like "store hours" queries, are likely to be searched much more on voice search than in traditional search.

The problem is, how do we find that "near me" of voice search if we don't have the data?

3. Understanding extent of advertising and optimization potential for new voice-based media

The last reason to pay attention to voice search queries is probably the most important — for both marketers and Google.

Let me illustrate it in very direct terms, as it's not just an issue that I believe marketers have in general, but one that affects me personally as well.

Recently, one of my company's competitors released survey information that suggested people really want to buy tickets through smart speakers.

As a marketer and SEO who sells tickets, I can take this information and invest in Actions on Google Development and marketing so that our customers can say, "OK Google, talk to Vivid Seats about buying Super Bowl tickets," and get something from Google Home other than, "I'm sorry but I don't know how to help with that yet." (Disclosure: Vivid Seats is my employer.)

Or maybe I could convince my company to invest resources in custom content, as Disney and Netflix have done with Google. But am I really going to do it based on this one data point? Probably not.

As with mobile search in 2005, we don't know how many people are using voice search in Google Home and Google Assistant yet, so we can't yet know how big the opportunity is or how fast it's growing. Voice search is in the "innovators and early adopters" stage of the technology adoption life cycle, and any optimizations done for it are not likely to reach a mainstream audience just yet. Since we don't have data to the contrary from Google or Amazon, we'll have to stay with this assumption and invest at a later date, when the impact of this technology on the market will likely mean a significant return on our investment.

If we had that data from Google, I would be able to use it to make a stronger case for early adoption and investment than just using survey data alone. For example, I would be able to say to the executives, "Look how many people are searching for branded queries in voice search and getting zero results! By investing resources in creating a prototype for Google Home and Assistant search, we can satisfy navigational queries that are currently going nowhere and recoup our investment." Instead, because we don't have that data from Google, the business case isn't nearly as strong.

Google has yet to monetize voice search in any meaningful way, but when advertising appears on Google Home, this type of analysis will become even more essential.

Final thoughts

Yes, we can do optimization without knowing which queries are voice search queries, as we could do mobile optimization without knowing which queries are mobile queries; yet understanding the nuances of voice search will help Google and marketers do a better job of helping searchers find exactly what they're looking for when they're asking for it by voice.

If you agree, please submit your feedback to John Mueller on Twitter.

Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.

About The Author Bryson Meunier is the SEO Director at Vivid Seats, is an SEO veteran with more than 14 years experience both agency and in-house, and is a thought leader in permission marketing as a columnist and a frequent speaker on SEO and mobile marketing.
Source: SEO in 2018: Optimizing for voice search

What to believe about #SEO in 2018 and beyond?

What to believe about SEO in 2018 and beyond? Search Engine Optimizers (#SEO) and Search Engine Marketers (#SEM) often like to throw around a lot of industry jargon. Ever feel like they are trying to make your head spin? Penguin, Panda, Possum, Hawk, these are names used for Google updates. Latent ... read moreSpaceX Wants to Launch 30 Rockets in 2018 SpaceNews recently ran an interview with SpaceX President and COO Gwynne Shotwell, where she laid out the company's plans for 2018 and beyond. These plans include ... satellite companies at ease. "We do believe they will want to come over to BFR ... read moreRevealed: Our Top Stocks For 2018 Here at StreetAuthority, we spend a great deal of our research efforts digging through hundreds of investment ideas, SEC filings, earnings reports and analyst reports so we can identify what we believe ... wealth in 2018 and beyond. You'll find all the ... read more

Trump's consequential Israel speech and its impact in Washington and beyond But the White House is now promising it will be a 2018 priority. The details ... Ripple effect of the Flynn deal If you believe the old line that timing is everything in politics, the timing of the Michael Flynn plea deal interesting -- in at least ... read moreFirst Solar Isn't Taking Chances on Tariff Dispute The result has been a flood of purchasing activity in 2017, which has driven panel prices higher as developers try to lock up any tariff-free supply they can in 2018 and beyond ... and Tom just revealed what they believe are the 10 best stocks for ... read more6 things to watch out for in Apple's earnings today "We're seeing what we believe to be a pause in purchases of iPhone ... could impact September quarter estimates but in the long run won't affect estimates for 2018. "Investors will be looking for Sep revenue guidance that indicates the timing of the ... read more10 Smart Money Stocks to Sell for 2018 Kidron comments that "channel checks leave us cautiously optimistic, and we believe management likely lowered ... https://investorplace.com/2017/10/2018-smart-money-stocks-to-sell-stock-picks/. read moreSwamp Triggered as Steve Bannon Eyes 2018 Coalition to Challenge Establishment Lawmakers Establishment Republicans and operatives are panicking over recent moves by Breitbart News Executive ... to Mercer money + true belief in America first policies = big trouble for establishment Republicans in 2018 and beyond," the outlet warns, saying ... read moreWhy Credit Suisse Sees Massive Upside for Alphabet, Amazon and Facebook Into 2018 Investors who have bought into the pullbacks and sell-offs have been handily rewarded for taking risk, and those same investors are wondering how best to deploy capital into 2018 and beyond ... landscape for Alphabet, Amazon and Facebook. read more

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How to calculate your marketing budget

The white paper or webinar content described below has been produced by one of our sponsors.

Determining a marketing budget can be frustrating. Are you investing enough? Are your marketing dollars being applied in the most efficient way? How do you know if what you're doing is working?

There are subjective answers that are easily disprovable from one budget period to another. What worked last year isn't necessarily going to work this year. What works for one type of client may not work for another.

Lou Covey, principal of Footwasher Media Agency, has decades of experience helping clients hit that marketing budget "sweet spot." In this Agency Perspective from SharpSpring, he shares two simple equations that can take a lot of the guesswork out of the budgeting process. Get it now to learn:

how to use these equations for your own marketing efforts.

why it's important to factor in more than just expenditures.

how much you should be spending to ensure steady growth.

Visit Digital Marketing Depot to download "The Secret Formula for a Marketing Budget."

About The Author Digital Marketing Depot is a resource center for digital marketing strategies and tactics. We feature hosted white papers and E-Books, original research, and webcasts on digital marketing topics -- from advertising to analytics, SEO and PPC campaign management tools to social media management software, e-commerce to e-mail marketing, and much more about internet marketing. Digital Marketing Depot is a division of Third Door Media, publisher of Search Engine Land and Marketing Land, and producer of the conference series Search Marketing Expo and MarTech. Visit us at http://digitalmarketingdepot.com.
Source: How to calculate your marketing budget

How to Bounce Back from an #SEO Penalty

How to Bounce Back from an SEO Penalty You know how important SEO is for your business. You've spent hours figuring out the right combination of keywords, links and content to help your site rise in the search rankings. But, what happens when you notice a sudden traffic drop? Chances are your ... read more9 Key Questions to Ask an SEO Company Before Hiring It -- or Firing It If you hire the wrong SEO company it can set you back and do more harm than good ... realize there were low quality links being built to the site, which resulted in a penalty, or there was no strategy or implementation yielding results. read moreGoogle Penalty Recovery Service by SEO Expert Bill Hartzer If you do NOT have any manual actions, then it gets tougher to diagnose the actual penalty (or multiple penalties). Only someone who intimately knows the Google Webmaster Guidelines, website code, and the intricacies of SEO can properly diagnose Google ... read more

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Source: How to Bounce Back from an #SEO Penalty

#SEO Guide: How to Optimize Your Posts in #WordPress

SEO Guide: How to Optimize Your Posts in WordPress It is not uncommon for beginners to under-utilize SEO plugins in WordPress. Often, they read a few guides online on how to start your own blog/website, and do the steps specified in these blogs without fully understanding the implementation part of things. read moreThe Complete SEO Guide For 2018 SEO Best Practices for a WordPress Blog Post [Free Ebook] When they released the Rankbrain ... The time you spend on the page The number of people who selected your page out of all the search results by this keyword Does the average time spent on the ... read moreThe Ultimate Guide In WordPress SEO Marketing WordPress ... of your posts will be represented by a URL structure consisting of numbers and symbols (ex: yourwebsite.com/?p=45). This is a poor SEO URL signal that is not much useful for the search engine algorithm to interpret. You can optimize your ... read more

SEO SWOT Analysis: Focus your efforts in areas that deliver results In this post, I am going to detail how you can use the time-proven SWOT Analysis to focus your efforts and improve your SEO ... There is currently no SEO plugin in place for the WordPress CMS, and the SEO software is reporting some duplicate content. read moreThe most popular WordPress plugins & themes of 2017 In 2016, the WordPress ... Yoast SEO is a powerful plugin for search engine optimization. In addition to letting you make customizations to things like meta titles and meta descriptions, you can also use it to improve the readability of your post or ... read moreThe All-In-One SEO WordPress Plugin Is Still the Top of the Game This is where you can set up everything for both your main site characteristics, as well as behavior for individual posts ... and WordPress Plugins like All-In-One SEO will give you that. Do you do anything on your site to optimize? Do you use All-in ... read moreHow the WordPress SEO Plugin Can Help Your Blog [INTERVIEW] Mashable had a chance ... users get a preview of how a post will appear in Google directly from the WordPress post screen. You can check out this great guide to the plugin via WPBeginner. How do you handle SEO for your blog or website? read moreContent-Based Optimization Tips for SEO There has been a lot said about the importance of website content and blog posts. Not only does ... Kissmetrics' article about SEO and schema relationship. CMSs have plugins that assist you in ordering your content. WordPress, for instance, has Schema ... read more55 Free Ways To Find Leads For Your Freelance Business This can be free guide, PDF, template, coupon or free consultation, to name a few examples. Just make sure it's something your target audience would really value and benefit from. Instead of just sticking with run-of-the-mill blog posts, write some in ... read moreHow to Start a Blog That Your Industry Loves The best choice for a CMS is WordPress ... you've established your social media portfolio, make sure that you use each platform to post links to your articles. That should give you quite a bit more traffic which will in turn improve the reputation ... read more

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Source: #SEO Guide: How to Optimize Your Posts in #WordPress

Making Sure You Think About Your Search Universe

Search marketing has been a force within digital advertising since Google's inception in 1998, and certainly since Google launched AdWords in 2000. This is when search marketing became a dominant channel, bringing with it the ability to optimize and fine-tune ad targeting and relevance in a way that we were never able to before.

In 2016, Google earned $79.3 billion from advertising revenue.

The value of the paid side of search has always been clear, but for years on the SEO side of the fence we have talked about the "Black Box," the "Dark Mystic Art," and the lack of visibility that means SEO professionals the world over have to test, tune, and work hard to understand the Google algorithm.

A Trip Down Memory Lane

When I first started in SEO it was all about getting keyword density on the page and in the tags for relevance. You utilized Xenu Link Sleuth for page reviews, and made directory submissions to DMOZ and Yahoo.

Google ran indexing once a month statically, and you then took your log file for the month and ran it via Web Position gold to see how you were performing, and prayed it was a positive outcome! No visibility in the back end for webmasters, and gaining any visibility in SERPs was pure chance in some ways!

Below is how Google looked in 1998 the day of launch. Only 25 million pages in the index – "soon to be much bigger" as they say – and they now currently have around 52 billion pages indexed and are aware of around 130 trillion pages on the open web… mad!

For me (thankfully) we are in changing times and the ability to understand Your Search Universe is the key to better performance data and gaining insights to supercharge your SEO capabilities. Not only will it drive performance but it will also bring you the data you need to set benchmarks, tangible ROI, and ultimately secure more organic budget in the long run.

So What Do I Mean by the Search Universe?

As SEO professionals, we understand how SEO initiatives improve organic visibility and drive revenue, but we need to take this to the CMO as well.

For years SEO professionals have battled in the boardroom to convince marketing stakeholders to spend more money on organic search and have had to try to prove the tangible value. With the growth in technology buying points, we now have an abundance of weapons at our disposal that we have never had before to make this happen.

Data layers – and the ability to make them interact – is how you succeed in this. Otherwise, you get stuck in Excel hell trying to stick together disparate data sources in a VLookup nightmare to try and find something meaningful.

Also, a key aspect in this is taking the "best of breed" solutions for each data source and stitching them together (that's the hard part) to fully automate the single URL's view of performance.

Like anything that you build it all has to start with the foundations, and that is a Website Crawler (of course I would recommend DeepCrawl). Crawl Data sits at the center of every Search Universe and is a crucial component of understanding how your site will be seen by search engines.

As shown above, the additional data layers break down into four key segments:

1. External Links/Backlinks

On their own, backlink tools highlight your most linked pages. Layering pages receiving links with crawl data means you'll understand how effectively these pages are performing for your site.

It also lets you see the quality (good or bad) of your inbound links and to what pages they land on within your site architecture. This allows you to do some link clean up and remove negative links and move quality links to high authority pages and in turn supercharging your SEO value with Google.

Having this data layer with also mean you are getting data from all the best sources, such as Majestic, Ahrefs, and Moz.

2. Log Files

Adding log file data to your Search Universe shows you how Google and other search engine bots crawl your site. Log files combined with crawl data confirms whether Google is paying attention to the right pages!

I love to use log file data and recently did a webinar on how valuable this is and how underutilized it is compared to the days before analytics packages. You can now get log file data via an API from the likes of Splunk, Logz.IO and other solutions.

3. Organic Search Analytics Data

Tools like Google Search Console add information about which pages are appearing in search results.

Paired with crawl data, you can identify pages that shouldn't be receiving clicks or impressions, and see even more data than you can within Search Console itself. Add ranking data to this from quality solutions, such as STAT Search Analytics, and you are flying.

4. Consumer Data

This is the key revenue part for your new friend, the CMO. Platforms like Google Analytics and Omniture show you which pages visitors see on your site and the level of engagement these pages receive.

Connecting Analytics tools with crawl data reveals traffic going to broken pages, and more! Bring in the revenue data on a page by page basis as well and you are able to view the page performance not only for Google but also for the bottom line revenue drive.

Thinking Beyond SEO

Don't just think SEO at this point. Monitor your PPC pages too and make sure they are performing for you and that you are maximizing revenue from this stream as well.

Remember you can use a web crawler to also check that PPC pages are live and the content is relevant and strong from a buying point, as well as from an AdWords Quality Score perspective.

The final piece after bring all this data into one place is having it in an API. Everyone from the CMO to the SEO needs a nice dashboard – and you have the ability to push this data into numerous solutions, such as Klipfolio or your own internal data warehouse.

This approach is the future and drives organic accountability and visibility like never before. So going forward, think about building your Search Universe.

The opinions expressed in this article are the sponsor's own.

Source: Making Sure You Think About Your Search Universe

What to believe about #SEO in 2018 and beyond?

What to believe about SEO in 2018 and beyond? Search Engine Optimizers (#SEO) and Search Engine Marketers (#SEM) often like to throw around a lot of industry jargon. Ever feel like they are trying to make your head spin? Penguin, Panda, Possum, Hawk, these are names used for Google updates. Latent ... read more7 Hard Truths About SEO in 2018 With that in mind, here's our take on the six most important truths you need to accept along with the biggest SEO mistakes you need to avoid ... This will continue to be the case in 2018 and beyond. There is a clear correlation between content depth ... read moreThe Senate is now very much in play in 2018 (CNN)Doug Jones' stunning victory in Alabama on Tuesday night sent a very clear signal heading into the 2018 election: No Republican Senate seat is safe. What that means is this: Democrats now have a reason to believe ... Senate well beyond the 2018 ... read more

10 Food Trends That Will Shape 2018 Our top 10 2018 ... what I believe will be the most controversial debates on the Farm Bill we have witnessed in our lifetimes. Trend #10: Future Supermarkets Our final insight focuses on what the supermarket itself may look like in 2018 and beyond. read more4 Things AV Integrators Need to Start Selling in 2018 (If They Haven't Yet) Investing in subscription services, analytics, mobile and digital transformation should be prioritized by all AV integrators in 2018 and beyond. Every year ... In short, I believe there are some tremendous opportunities for AV integrators and, in ... read moreArtificial intelligence in 2018: 27 predictions for business With such clear examples of data value, I believe that in 2018 investors and hence boards ... We are going to see a radical change in 2018 and beyond as AI techniques both become more productive, and tools become more transparent and user friendly. read moreDemocrats had no business winning in Alabama But what happened in Alabama last night is a dark portent indeed for Republicans in 2018 ... been led to believe. If Trump can't break 50 percent approval among voters in Alabama, he's going to have to do something to get people beyond his solid ... read moreThe House Republican campaign chairman tells us how, under Trump, he'll try to avoid a common first-term disaster And Republicans are preparing to head into the 2018 midterms under potentially even more daunting ... BL: The politics of tax reform are interesting to me. SS: I believe it's very important to get it done because I believe it's going to grow the economy ... read moreWhy 2018 will be the year of mobile data measurement and insights It isn't difficult to spot one trend I believe will define 2018 for the mobile location data space ... among forward-thinking clients tells me that we'll begin seeing a move beyond awareness towards more interest in education and in buying among ... read moreThe State Of The Nintendo Switch In 2017 And the Switch operating system is still missing several crucial features. I would love to believe that Nintendo will continue firing on all cylinders throughout 2018 and beyond, but must allow for the possibility that they'll completely trip over ... read more

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