2014 search marketing interview with Danny Sullivan

Marketing Pilgrim’s Gareth Davies asked search marketing legend Danny Sullivan the ten most pressing questions for any search marketer…

#1 Google:

Danny Sullivan

Gareth: Danny, in the last 2 years it appears to some that Google’s Algorithm may favour a larger brand over a smaller business in the search results. How effective can SEO be for driving organic traffic to a small businesses in 2014?

Danny: I think Google’s algorithm is trying to favor brands — not large brands over small brands but brands over sites that you wouldn’t care if you never found them. Brands have value, usually offer something that you can’t get elsewhere. So I think small businesses can continue to do well with SEO.

Do you trust professional content you found on Facebook?

Social trustSuppose I emailed you an article about a radical way to drive traffic to your website. Would you be more likely to trust this article if it came from LinkedIn, Facebook or Twitter?

According to “The Mindset Divide: Spotlight on Content” from LinkedIn and Millward Brown Digital, where you found the content could be just as important as who wrote it.

To be fair, LinkedIn did sponsor this study so obviously it leans in their favor but I still believe there’s a point to be made. Let’s take this off social media and look at it this way; I send you a link to an article. The link takes you to a webpage that is 90% ads and looks like it was built in 1981. Trust or don’t? Would you even bother to read it?

Google livestreams launch of the ‘shiny appy AdWords’ upgrade

Adwords livestreamThis morning, Google execs stood up in front of 170 search market experts to unveil the all new, sleek, shiny, fully-connected, app-driven Adwords program.

Jerry Dischler, Vice President of Product Management, AdWords says this is an exciting time to be a marketer because there are so many ways to reach the consumer – Google Search, Google Maps, YouTube, mobile, messaging, in-app, over-app, underdog and around the corner. More options doesn’t mean easier and it doesn’t automatically mean more effective. For that, you have to, as Dischler says, “turn signals into stories” and AdWords has some new tools to help you do that.

The new AdWords features fall under three categories; innovative ad formats, insightful reporting and intelligent tools.

Simple, Fun, Creative = Winning Video

The guys and gals over at Owler get it. They figured out that you don’t have to spend five-figures to make a fun, and very effective, video that explains your business and gets a customer to understand what you do in under two minutes. Check this out.

Great video, right? So how can you do the same without breaking the bank? Here is what Owler had to say about the making of this video.

Start With Identifying Your Benefits

We started by brainstorming the most important benefits of Owler to our target audience. We narrowed it down to three benefits. Company alerts, curated “noise-free” news and community polls.

How To “Show” The Benefits?

You oughta be in pictures – if you want your social media to soar

photo updates socialbakersAs much as it pains this writer to say it, the public’s love affair with photos is going strong. New numbers from SocialBakers shows that photos have no equal when it comes to engagement.

In March, they examined the Facebook posts made by 30,000 brands including both smaller fan pages and blockbusters with more than 1,000,000 followers.

Of those posts, 75% included a photo. This doesn’t surprise me. A branded Facebook post just looks unfinished if it doesn’t have a photo. Plus, Facebook has made it so easy to add multiple photos and to replace bad photos that come over with a link. (I have this issue all the time and I don’t know why!)

Now’s the perfect time to sponsor Marketing Pilgrim!

If you’ve been on the fence about sponsoring Marketing Pilgrim, now’s the time to pull the trigger–or get off the fence, if you’re not a fan of mixing metaphors. ;-)

We have a number of popular channels that have become available, and we’re adding some great discounts to anyone that sponsors one before the end of April.

As sponsor, you’ll get your display ads in front of our audience of affluent marketers, and be able to submit two guest posts for review. In addition, you’ll be joining the likes of these awesome sponsors:

Trending topics? Google will now deliver them right to your inbox

It’s important for marketers to keep up on trends because trends can help you catch the consumer’s eye. Hey, there’s a reason why every brand from Oreo to NASA Tweets on Super Bowl Sunday. We’re a nation of collective thinking. Did you see the Game of Thrones premiere? Can you believe the latest social media faux pas? And how about that final goal in last night’s hockey game?

Want to know what people are talking about? Check Google Trends. This webpage is a constantly updating list of the hottest searches sliced and diced into bite-sized pieces.

Google Trends

Don’t have time to constantly check for new updates? Google has a tool for you! It’s the hot, spanking, new Google Trends subscribe button. Use it to get email updates on any search term, Hot Search list by country or the US Monthly Top Chart.