Every discussion about the importance of specialization in marketing comes with a disclaimer: it cannot come with the risk of total tunnel vision. Digital marketers must maintain a broad understanding of each channel in their marketing mix, applying lessons and strategies from one to the others.
This article provides a brief overview of public relations (PR) and the three things that we should all learn from publicists: Personalize, Evolve, and Provide Value. (more…)
No company dictates the online marketing industry and all of our careers like Google. Regardless of whether you use the company’s products, your customers do and that leaves you no choice but to become a Google expert.
This post outlines 20 things that every marketer should know about Google. Some are huge (and somewhat unimaginable) dollar figures. Others are market share percentages. The one thing they all have in common: you need to know them.
If we missed any important facts, please let us know in the comments. (more…)
A fellow LunaMetrician recently returned from SMX Advanced and said it was refreshing to hear how much user experience (UX) and conversion rate optimization (CRO) were included in the SEO conversation this year.
The days of simply ranking for a high-volume keyword or getting visitors to the site have been eclipsed by metrics that more closely resemble offline business objectives. Now SEOs think in terms of sales leads and keep a close eye on landing page bounce rates, conversion rates and direct impact to the bottom line.
But before diving into the world of A/B and multivariate testing, it’s crucial to know where you stand. This 7-minute UX audit for landing pages should be the first step.
The news that Google plans to drop Authorship photos from the search results was unexpected, but probably not shocking to many SEOs. It will be done in an effort to provide a better mobile experience by decluttering the results, said Google’s John Mueller.
All speculation and mourning aside, we are curious how this affects Google users that have grown accustomed to Authorship photos and Circle information.
It was not long ago that link building specialists were the most lethal hired gun in SEO. As demand soared, Twitter bios classified their owners as Digital Partnership Builders, Online Authority Publicists and (cringe) Link Building Gurus.
But SEO is not always kind to specialists. The era of link building (blue) specialists is perhaps fading, visible in search volume report from Google Trends, as content marketing (red) becomes the skill du jour.
Is that the blessing and curse of any specialist? If so, a boom and bust career is not the relationship that most professionals would like in this industry. (more…)
NTEN hosts a nonprofit conference each year for tech-savvy leaders in the .org sector. This year they flocked to Washington, D.C. to discuss, among many other topics, SEO for nonprofits.
The chief complaint about SEO was information overload. There are too many blog posts, algorithm updates and 180-degree changes in direction for a nonprofit marketer to digest and use for their organization.
SEOs are likely not known for their brevity. So, here it is: a list of nonprofit SEO resources that promises (or, at least, will try its hardest) not to overwhelm. (more…)
Move over social media and search engines. Direct traffic is the next big thing.
Can’t you imagine it already? Direct Traffic Evangelist job titles and Direct Visits marketing plans will force you to revise your resume and attend new conferences.
Dibs on Direct Traffic Online Marketing Conference in 2015!
Maybe I am getting ahead of myself. Maybe the industry is not ready for a conference next spring. But a recent Mashable article got me thinking after it devalued Facebook (and search) traffic due to less average time on site than direct visits.