It seems that marketers ignored mobile users for the longest time but are finally rethinking this strategy. Today’s devices are no less than tiny laptops offering incredible specs, brilliant displays and pretty awesome features.
Plus, data about mobile users tells us they research, they look for local stores, and they buy on their devices. How could marketers ignore this?
Some still question why we would want to go after this traffic and point to Google Analytics data that shows mobile users spend less time on our sites, have a higher bounce rate, and are often less engaged.
The valuable part of mobile traffic is how users are using it. Mobile users look for local businesses with an intent to visit, have a higher local purchase intent, and also do valuable product & service research that will lead to desktop conversions later on.
In fact, Radio Shack pushed mobile users to a Store Locator tool through their Adwords ads and measured 40-60% of those clickers actually visiting a store.
This means advertisers have to use specific targeting and campaign intent when chasing mobile users. Fortunately, it’s very easy to target mobile users in Google AdWords. Let’s look at some different models that will make the best use of mobile behaviors: (more…)
Eric Schmidt, executive chairman (and longtime CEO) of Google knows a thing or two about managing a growing business in the 21st century. He also knows a little bit about search.
In promotion of his new book How Google Works, co-written by Jonathan Rosenberg, he released a terrific little slidedeck summarizing the company’s approach to work (Full slidedeck at bottom of post).
Though the book and the slideshow are primarily aimed at the Management audience, these lessons are very relevant to those of us in the search world as well. (more…)
Semantic Search. I imagine saying it five times into a mirror conjures an effect similar to horror classic Candyman. It’s all anyone in the Search world is talking about on blogs, at conferences, and in hushed whispers in the break rooms of agencies.
Yes, the future is coming, and it is semantic. Some of it is already here. Let’s take advantage of it! Many posts just like this one focus solely on the how, but today I’m going to switch it up and give you the why.
Google’s Hummingbird release, as documented by our own Andrew Garberson, changed the search game in a major way. Not only did (not provided) significantly alter data available to search marketers, Hummingbird signaled a major learning leap on the part of Google.
No longer confined to a toddler-level reading ability wherein a term is just a term unto itself and needs endless repetition (read: keyword stuffing), it signals a shift towards a first-grade reading level by the search engines to place words in context and take educated guesses at synonyms, meanings and full language understanding.
Example: “hot dog” and “hotdog” meant different things to pre-Hummingbird search, but could easily be synonyms to the current technology.
It’s clear that the concept of a singular keyword is dying if not dead. (more…)
I’ve got my pass for SMX East 2014 and I’m ready to go to one of the biggest Search Marketing conferences in the country. After scouring the agenda, I thought I’d share my top must-see panels with you, as well as give you this Twitter cheat sheet of key moderators to follow:
While Google AdWords is a terrific platform for getting your advertising message in front of the right audience, it can take years to master. That’s why we offer our Google AdWords Training courses. The sessions are a terrific opportunity to get your questions answered and learn everything you need to know to maximize your ad spend and generate revenue for your business.
It doesn’t matter if you are brand new to pay-per-click advertising or a seasoned pro, you will learn about strategies and settings to help you maximize your account. Every training is unique as attendees work in different industries and have different business models. We really try to speak to specific examples in attendees’ accounts and industries.
Fortunately, our trainers have years of experience managing AdWords accounts for a wide variety of business types and actively work on accounts in addition to providing training, so you can be sure the recommendations you receive are time-tested.
However, some questions come up during each training session, and rightly so, as PPC advertising isn’t cut and dry. As I look forward to my next training (2 weeks away in Los Angeles!) I thought it might be helpful to review some common questions. (more…)
Raise your hand if you’ve heard a co-worker say “Ugh, I’ve gotta jump on a call”! Most people don’t look forward to phone calls with clients. There’s the inherent fear that you’re not prepared (It’s hard to imagine the audience in their underpants when you’re only calling one person across the country), or that you don’t have the right report or solution lined up.
If you work in the Search & Analytics fields like we do at our office, it’s quite possible that you have not and will not meet certain clients face-to-face due to distance, so building rapport can be a challenge. You just don’t get to shoot the breeze on the phone like you might during an on-site visit or lunch with your client.
In fact, relationship building is my favorite part of working with clients. Helping them succeed and meet their objectives helps me succeed and meet mine, so I invest in good client relationships wherever I can.
If you don’t share my excitement over client calls, I’ve assembled the following presentation to help you ease any fears when preparing for and executing your next client call.
You know what’s been grinding my gears lately? No matter how long I’ve been in the search field, or what happens out there in the industry, some myths continue to persist. Wishful thinking? Lack of education? I say both.
Let’s clear up some common misconceptions with the help of some industry experts from Google+. If you’re an average web user, Google+ probably doesn’t have a place in your life. However, I’ve found it to be a thriving locale for search industry discussion! Add one of these experts to your circles and join the conversation today.
In my role here at LunaMetrics I talk a lot about blogs. I love advising our clients on creating engaging blogs using unique, clever content. Our team here at LunaMetrics has been having lots of discussions lately about our own site. Everyone at our company contributes to our blog.
When I came across Matthew Barby’s awesome method for scraping websites to identify link prospects, I immediately wondered what trends I could identify from our own blog using this method. In this post, I’ll examine our blog with third-party tools to extract some actionable insights.
Scraping websites is an awesome way to collect data (provided you’re not violating anyone’s Terms of Service…). In this example I used Screaming Frog to crawl an entire website (Yours!) as well as SEO Tools for Excel to crawl elements of the site’s pages and an API to identify social shares. When it comes to competitor research or building a list of potential press outlets and authors to contact, this technique can’t be beaten because you don’t even need Google Analytics access to amass this data. We’re automatically taking it right from the page. (more…)
I’m the least-qualified LunaMetrician to be writing about the field of Data. I’ve never had a great recall of numbers, I designed much of my time in academia to avoid spreadsheets and focus on the arts and I even dropped an early college Statistics class. However, I’ve always been fascinated by grand narratives, Economics and business trends. Big Data’s story is still being written, and what has been committed so far is fascinating. I love reading trends and case studies to see how Big Data is impacting the way we do business as SEO and Analytics providers and how it can benefit my roster of clients. Let’s look at ways your company can approach and benefit from these techniques.
The world of Search Marketing thrives on buzzwords. If it’s not Article Writing then it’s Content Marketing. That’s how this industry perpetuates. Perhaps no buzzword has been bandied about as much lately as Negative SEO. Is it the real Public Enemy? I put on my professional SEO hat (and my amateur hip-hop historian Kangol) to find out. Could a competitor use Negative SEO tactics to hit your site as hard as beats from DJ Terminator X?