How To Gain Crucial Insights From SERP Analysis

SEO.com-Named-to-the-Inc.-500-Fastest-Growing-Companies-in-AmericaThis post comes from our Search Marketing Channel sponsor SEO.com.

It was written by SEO.com’s VP of Client Services, Greg Shuey.

A lot of SEOs still believe that setting an SEO strategy is as simple as performing site optimization, maybe adding some content to the site (landing pages or blog posts), and then link building like a mad man. Putting heavy emphasis on link building used to work for SEO because the algorithms would consider external anchor text links as credible sources of tying together content and keywords.

In this post, I’d like to address a component of strategy setting that is often overlooked or completely ignored and can have a massive impact on your ability to rank well in the SERPs (search engine results pages) and drive revenue for your business. We are going to be discussing gaining insight from SERP analysis.

Are Marketers Starting to Be More Realistic About Social Media?

Every service in the Internet age hits a point where the newness of the product / offering / channel wears off and people (those that control marketing spend in particular) take a seat, take a deep breath and start to look at everything beyond the hype. Is social media starting to hit that point?

Data from a study called “2013 Marketing Trends Survey” released this month by Strongmail shows that marketing executives are not automatically saying “Sure!” to spending more on social media in 2013. Those questions which saw a decrease in response are in red. (The chart comes from eMarketer).

Social Media Marketing Spending

More Ho Ho Holiday Shopping Facts to Help You Finish Out the Year

671280_christmas__boxThe clock is running out for holiday shoppers but RetailMeNot says that 55% of consumers are only half way done with their shopping . With that in mind, here are the results of a few surveys that could help you reel in those last minute customers.

Fast Free Delivery

We’ve heard this one before but it’s still a huge factor in online shopping, especially around the holidays. ShopRunner says:

77% of consumers would spend more online and less in stores if free 1-2 day shipping was offered.  Additionally, having more faster free shipping options would drive 65% of shoppers to procrastinate and put off making purchases longer than usual.

December SMART Report Shows Explosive Growth in Mobile Advertising

millennialmedia dec vertical explosionI know that mobile is the hottest trend in advertising, but I’m still bowled over by the growth numbers in the latest Millennial Media SMART report.

Look at the Year-Over-Year Spend. In total, 10 categories increased their spend more than 100%. Four grew more than 400% and look at automotive – 574% growth? That’s insane.

I’m also surprised to see Government Services on the list. Apparently this comes from advertising related to the recent elections.

Ranked by spending alone, Telecommunications took the top spot, just as it did 10 months out of the year. Retail and Restaurants came in second with Finance and Automotive in third and fourth place.

Looking at branded apps, the top three rearrange themselves – Finance, Automotive and then Retail.

What’s the Goal?

Google+ Rolling Out 18 New Features Today

Google-Plus-Glossy-IconGoogle+ is a ghost town, right?

That sounds so cool at a conference. It’s edgy. It’s definitive. It’s a little nasty. It’s anti-Google. It’s also completely misdirected.

Google+ is something we have not seen in the world of social media. It is a productivity tool that has been mistakenly cast (by our industry for the most part) as a social network. Sure, there are the social elements that mimic or recreate other social experiences that support the ‘kitten sharing’ side of the social web.

Thankfully, though the true Google+ is about bringing people together to get stuff done. Today Google released 18 new features around mobile, photos, hangouts and more. Oh, and the main thing that makes it different from other ‘social networks’? It’s funded by a seemingly endless well of cash by a company that can afford to wait for it to evolve.

Google Looks to Prevent Accidental Ad Clicks in Mobile Environment

Finger treadmillOK, you can step away from the desktop finger treadmill. Even if you have obese fingers Google is working to keep mobile users from clicking on ads accidentally (also know by the not so PC phrase of having ‘fat fingered’ an input).

Of course, while the end user experience is in mind here the real reason for Google addressing the problem of accidental clicks on ads in the mobile space is to keep the advertisers (the ones who pay to keep the lights on at the Google Plex) happy. Like click fraud in PPC, paying for clicks that weren’t really clicks can make advertisers a bit testy.

So how are they doing it? Take a look at these screen shots from the Google Mobile Blog.

Screenshots for Mobile Ad Bad Click Prevention

Bacon, Not Kevin: Twitter Adds Negative Keyword Targeting for Promoted Tweets

bacon vs baconSearch engines don’t get enough credit. They’re smart enough to know that when I type Supernatural, I mean the TV show and not the general category of things that go bump in the night. This same technology is used to make sure I see ads that are relevant to my search – but it’s not always as effective.

Twitter is making great strides in that area with two new features FOR folks who use Promoted Tweets. First up is something I like to call The Kevin Bacon Solution.

In addition to exact match, phrase match, and basic keyword match, Twitter now allows negative keyword targeting.

“For instance, if you sell bacon, you can now keep your campaigns more than six degrees apart from Kevin Bacon by using “Kevin” as a negative keyword.”