Does the Cost of Not Ranking get your CFO’s Attention? One of my biggest frustrations is senior management’s apparent lack of interest in Search Marketing, specifically SEO. For many companies, visits from search engines drive the vast majority of the traffic to their sites. While it is easy to say they don’t care or that […]
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Winner – Landy’s Best Mobile Search Marketing Initiative Back Azimuth (now Bisan Digital) and Absolut Vodka’s Growth Hacking teams have been shortlisted for the Best Mobile Search category for the second year in a row for a Landy Award. This year, we won the Best Mobile Search Marketing category due to an even more robust
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International Keyword Research Prep With many tools available to marketers, it seems very easy to “go global” overnight with the click of a button, targeting hundreds of countries in dozens of languages. While it is possible to carpet-bomb the world with your magically translated website, it is quite another to be successful. It is far
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Key Actions to Move the SEO Performance Needle The following is a quick recap of my PubCon Austin presentation detailing some key steps you can take to move the needle immediately. I often use many of these when starting a new project, waiting to get initial support from the development team, and/or finalizing paperwork with
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Ensure Critical Keyword Coverage I did a quick keyword opportunity analysis for a mid-sized B2B company that wanted to find ways to get more out of its search programs. I am still surprised that after numerous presentations and articles, I continue to find this dysfunction. The following is the data breakdown of a similar program.
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Developing Your Underwhelming Keyword Research Process I just finished presenting a list of keywords to a client and suggested they focus on them as a starting process. They read through the list and the report and sent me an email telling me the keyword analysis report was “sort of underwhelming” and that they expected a
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Keyword List Building – Start with What you do! This is a mini rant on a topic that has been bothering me lately. Yesterday I saw two new articles on keyword research from prominent “Celebrity SEO’s” and they talked about everything except making a list of what your business does. Now, this may be an
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Should you have a Keyword Czar? Keywords are the lifeblood of any search program. The more we process data in our application, the more I believe companies should spend far more time analyzing it than they do. I have talked about the chaos of the data, the different numbers between paid and organic, and the
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A more politically correct naming would be “Developing a Shared Keyword Strategy,” based on feedback from Center of Excellence clients as the mere mention of arbitration makes it sound defensive and punitive. Large organizations with multiple business units (BUs), verticals, and product segments run parallel paid and organic search efforts, often without coordination. This fragmented
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Benefits of Preferred Landing Page Management Let us start by defining what a PLP is… PLP is an acronym for “Preferred Landing Page,” which is the URL that represents the page that you believe is the best page to be presented to a searcher based on the implied intent. Well, duh, isn’t that why we
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