You would be forgiven for not understanding the entire backstory of Google’s services when it comes to syncing information on local businesses with its search, maps and social network. The introduction of Google+ rang the death knell for Google Places, which was replaced in 2012 by Google+ Local and has now changed again. In June 2014 Google, in an attempt to streamline how businesses can add and update their information, introduced Google My Business.
Regardless of what Google call it or how exactly it functions, the potential benefits for your business remain largely the same. You have the ability to control what information Google displays when people search for your brand or for local services relevant to you.
Consumers have increasing control over how they view media, they can opt-out of emails, skip TV ads, block online ads and customise exactly what content they want to see. So how do companies get their message across when their audience have the will and the power to ignore information that doesn’t interest them.
Research from both Adobe and Econsultancy shows that 2013 has been the year in which content marketing has become the number one priority for digital marketers and their clients, with 70% of them planning to increase their content marketing budgets, that’s more than any other digital discipline.
But how does a brand publishing content lead to improved conversion, loyalty and sales? In our Executive’s Guide to Content Marketing we explain in five steps what content marketing is, why brands need it, how to do it and how to measure the results.
You can read our Executive’s Guide to Content Marketing using the slideshow below (desktop) or you can use our custom mobile version.
How we used Followerwonk to create an authoritative SEO Twitter list:
Do you ever wish you knew how to use Twitter to get the latest news and views in SEO? Recently, I searched for ‘SEO Twitter’, and was disappointed to find there wasn’t a list of influential digital marketers I could subscribe to. I believe knowing who to follow on Twitter is crucial to developing lasting success online, so I decided to put that right with this blog.
Today I’ll be using one of my favourite research tools – Followerwonk – to create a definitive list of influential digital marketers you need to follow. In the process, I’ll show you exactly why Followerwonk is one of the most powerful Twitter research tools around.
So, without further ado, let’s get started. Continue reading
I am just finishing penning a guest blog called ‘PR SEO evolution and improved client service’ for a PR firm (link to follow shortly)….
The basic premise is that the need for PR and SEO integration is greater than ever and will pay increasingly large dividends for the companies that take this route and for the PR and SEO firms that learn to collaborate most effectively. We thought we’d try to find a way of graphically capturing how effective collaboration can lead to improved results on both sides….
I believe in an Integrated approach to SEO. This means devising a clear SEO strategy and getting your team to execute this strategy as a part of their workflow. Key staff members typically include tech/design, content, marketing, PR and sales. In short, well integrated SEO leads to reduced costs, greater long term success and significantly less risk (I wrote more about the benefits of integrated SEO here).
Sounds great right? But what if you don’t have these types of resources on tap? How do you deliver great SEO for startups? Continue reading
I started Easyodds in 2000 and I only woke up to the importance of natural google search results in 2004. By that stage we were behind the game and had a lot of ground to make up.
Initially I spoke to various agencies, but then opted for an in-house SEO specialist. Much of his advice required operational and web site changes but he didn’t know how to communicate his message and frustrated, he moved on. But it struck me that if the rest of the team needed to be involved, I had better understand why. So an expert was hired with the remit of strategy and education.
A year later, with key changes having been made and SEO best practise integrated across the business, we had gone from zero to hero. 50%+ of our growing traffic and conversions were coming through natural search. Better still, our recurring costs had barely increase.
Today, I had the pleasure of going to the Brighton SEO event.
The talk I took the most away from was one from Dan Patmore, who as head of SEO at Argos, deals with huge execution challenges because SEO is just one (quite small) facet of their overall business activity and priority. Whether in-house, agency, consultancy, anyone involved in SEO has to tackle the issue of buy-in to one degree or another. For us at InterGreater, getting strategy buy-in from key executives and brand guardians and getting resource and working practise buy-in across several staff areas is our toughest and our most important challenge. So it was really refreshing to hear a speaker lead with this angle.
Some of the key tips he gave that really resonated included: Continue reading
“Things that annoy me end up fuelling my ideas”
Josh James, co-founder Omniture
This quote definitely speaks to me.
At University, my friend Tony and I used to love to bet on sports. There was only one thing we liked more than backing a winner and that was getting the best price for it. So we used to shop around. The problem was that shopping around meant looking up prices on Teletext. This took forever and only had about 3 bookmakers and by the time we ended up finding that best price, it was gone. A truly annoying experience! University finished, along came the Internet and we decided we’d try and fix this problem. Continue reading