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Amy Gesenhues – Search Engine Land News On Search Engines, Search Engine Optimization (SEO) & Search Engine Marketing (SEM) Tue, 16 Jul 2019 13:52:53 +0000 en-US hourly 1 https://wordpress.org/?v=5.2.2 How to use Shopping campaigns to increase enterprise leads for B2B /how-to-use-shopping-campaigns-to-increase-enterprise-leads-for-b2b-319414 Mon, 15 Jul 2019 18:53:39 +0000 /?p=319414 Metric Theory's SEM campaign for Recycle Away delivered highly-targeted leads and increased revenue by 54%, earning the agency top honors at this year's Search Engine Land Awards.

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Metric Theory Founder and COO Jeff Buenrostro accepting the Search Engine Land award for Agency of the Year.

Recycle Away, an SMB provider of recycling bins for businesses and home use, wanted to improve its targeting to businesses while reducing ad spend on residential buyers. The two audiences use the same search queries, so to meet the challenge, Metric Theory devised a five-point strategy using lead-to-revenue attribution tactics, geographic targeting, advanced segmentation for Shopping ads, call tracking technology and account-based marketing initiatives.

“They’re not our biggest client, but they get the same innovative strategy all of our clients do,” said Metric Theory CEO Ken Baker, “This story involved flipping the concept of shopping ads on their head and creating a lead generation strategy with it instead, that led to huge growth in enterprise business leads for them.”

Metric Theory’s SEM campaign for Recycle Away delivered on its goals and earned the agency a top honor at this year’s Search Engine Land Awards when it was named the Agency of the Year Award for SEM.

Attribution tracking and geo-targeting

A majority of Recycle Away’s paid search traffic comes from Shopping ads, which makes quote tracking more challenging. Metric Theory worked with the client to build a cookie system to capture URL parameters on visits from Shopping campaigns in order to tie quotes to the ads for individual products that brought the users. This allowed the team to understand the bigger revenue contribution of individual products, beyond just direct sales. The data was then used to optimize budgets and bids.

Once Metric Theory had a handle on how best to optimize ad spend, the agency developed a geographic targeting strategy that focused on cities that had a high number of large companies and had recently passed recycling ordinances changes.

Metric Theory also injected the relevant location keywords in product titles for Shopping ads using feed management software to increase impression share and CTR in those markets. Advanced shopping segmentation measures allowed Metric Theory to funnel highly targeted searches for business-specific markets to the appropriate products using custom labels.

Tools of the trade

The agency used CallRail’s call tracking solutions combined with quote revenue tracking software to track quotes received by phone — attaching that data back to campaigns and ad groups for more insights around direct response results.

For the account based marketing portion of Recycle Away’s campaign, Metric Theory used Kickfire to identify audiences via IP addresses that could then be fed into Google Ads retargeting campaigns. This tactic drove a 200% lift in click-through rates when measured against comparable campaigns.

Winning results

By the end of the campaign, Metric Theory’s strategy for Recycle Away delivered a 54% jump in direct revenue, a 37% increase in quote submissions and 32% higher pipeline revenue opportunities tied directly to the search marketing efforts on a budget increase of 38% year-over-year.

Baker said the most exciting thing about winning the agency of the year award for this campaign has been the responses he’s received from clients, employees and other agencies.

“[Our clients and employees] are the reason we won and to make them proud means the world to us,” said Baker, “We also received a number of personal notes from executives at other agencies. That meant a lot to us, and also demonstrates the camaraderie in our industry.”

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How a localized SEO campaign delivered global market share, lifted revenue /how-a-localized-seo-campaign-delivered-global-market-share-lifted-revenue-318606 Thu, 27 Jun 2019 14:44:53 +0000 /?p=318606 The campaign, by Search Engine Land Awards SEO agency of the year Wolfgang Digital, helped the Digital Marketing Institute quickly expand to the U.S.

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Wolfgang Digital’s SEO team. Image: Wolfgang Digital.

For businesses looking to expand and grow internationally, SEO can play an important role in scaling growth. Last year, the Dublin-based Digital Marketing Institute (DMI) was looking to gain market diversity to protect against macro-environmental factors such as the Brexit referendum.

Looking at search volume for high-volume keywords relevant to the digital marketing training provider’s offerings, its digital agency Wolfgang Digital suggested focusing on the U.S. market to scale the business. “With responsibility for global expansion resting on search channels, the tactics had to focus on scaling quickly, regionalising the messaging, and driving efficiency,” said Wolfgang Digital, which won the 2019 Search Engine Land Awards for SEO agency of the year.

The objective was to increase leads and revenue from the U.S. market quickly within a limited budget.

SEO localization tactics to spur growth

Wolfgang Digital used a mixed of technical SEO efforts, including creating internationalized subdirectories, hreflang tag implementation and Google Search Console and Bing Webmaster Tools localizations.

The team also developed a content calendar process that focused on interests, geography and calendar event data. To meet DMI’s international search goals, the agency knew DMI’s online content would have to have a hyper-localized approach and take cultural nuances into consideration, even across English-speaking markets. Automated reporting pulls search volume, Google Search Console and Google Ads data together, “displaying insights to fully internationalise a website based on user intent and conversion-likelihood,” said Wolfgang Digital.

The campaign encompassed “international SEO implementation, and how to spot opportunities within global markets,” said Luke Fitzgerald, Head of SEO for Wolfgang Digital about DMI’s SEO campaign, “It had content optimization and localization, and how to differentiate offerings to different geographic user bases. And, it had off-page SEO strategy, and how to outreach different, relevant and authoritative publications within different regions.”  

New market becomes top performer

In seven months, the campaign generated a 75% increase in total organic traffic across DMI’s international markets, including the U.S., Australia and Canada, resulting in a 15% year-over-year increase in overall business revenue. The U.S. has overtaken the U.K., which had been the top performing market in terms of sales-qualified leads.

Conversion rates increased significantly, even as traffic rose. The team incorporated conversion rate optimization and UX testing as part of the campaign efforts.

Fitzgerald credits much of the campaign’s success to his agency’s internal cross-functional communication paired with external client communication. “Through innovative conceptualization and close integration with the paid search team and constant communication and collaboration with our client’s own great in-house team; the performance element was only a matter of time,” said Fitzgerald.

“With this balanced blend of technical, on-page and off-page SEO, we felt it represented the best of our work as a full-service international SEO agency, and it helped demonstrate that it’s important to get each of these elements right for a sustainable, prolonged growth and expansion within a competitive market and help grow the client’s organic visibility and, ultimately, their bottom line,” said Fitzgerald.

The team identified a set of top priority keywords and split them into tiers based on feasibility as well as where ranking improvements would drive the most value. DMI’s search visibility across the keyword set increased from 31% to 42% during the campaign.

A backlinking strategy included building links to the localized /us/ subdirectory throughout the campaign period.

Tools of the trade

In addition to Google and Bing’s native tools, Wolfgang Digital used SEOmonitor for reporting, Screaming Frog to identify technical site issues and pages lacking localised metadata and hreflang reporting. Sitebulb further helped validate hreflang across multiple domains and sitemaps.

The team also used SEMRush for keyword research and tracking and BuzzSumo for better understanding what’s working in DMI’s vertical in the U.S.

“Often times, as we get caught up in the day-to-day of running a team or client campaigns, we don’t take time to reflect and take a holistic overview of how we’re performing and what the growth trajectory looks like,” said Fitzgerald in considering the team’s Search Engine Land Award win.

“The hard work starts now in knuckling down and maintaining this high standard and ensuring the lessons learnt from this success are effectively disseminated and applied to other clients as part of a virtuous circle of learning and continuous improvement,” said Fitzgerald.

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Pinterest broadens e-commerce capabilities with ‘Complete the Look’ visual search feature /pinterest-broadens-e-commerce-capabilities-with-complete-the-look-visual-search-feature-318309 Mon, 17 Jun 2019 18:02:56 +0000 /?p=318309 The visual search feature will recommend fashion and home decor products based on the context of an image.

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Pinterest has launched a new “Complete the Look” visual search tool that recommends relevant products in the home decor and fashion categories based on the context of the scene. For example, if a user searches for a beach scene Pin, the platform will recommend products found in similar images such as hats, sandals and sunglasses.

Why we should care

Pinterest has been focusing on its e-commerce capabilities for some time now, and this new visual search tool is another step in that direction. The technology makes it possible for the platform to recommend fashion and home decor products based on the context and attributes of all objects within an image a user searches for or saves. As a result, brands will potentially gain more exposure on Pinterest as more of their Pins are surfaced via visual search.

“Complete the Look takes context like an outfit, body type, season, indoors vs. outdoors, various pieces of furniture, and the overall aesthetics of a room to power taste-based recommendations across visual search technology,” writes Eric Kim and Eileen Li who are part of Pinterest’s visual search team.

A Gfk “Path to Purchase” report from last November found that 78% of Pinterest users who engaged with home decor Pins made a purchase based on content shared by brands on the platform — that number increased to 83% of users who engaged with fashion Pins on a weekly basis.

More on the news

  • In March, Pinterest hired Jeremy King to head up its engineering team. King brings deep e-commerce experience to the platform as the former CTO for Walmart and VP of engineering at eBay.
  • On Monday, Pinterest introduced a new “Shopping” category to its Pinterest Marketing Partner program and announced it was dropping “Marketing” from the program name, now calling it simply “Pinterest Partners.”
  • A June report from eMarketer said Pinterest outperforms other social platforms in terms of product discovery: with 47% of users turning to Pinterest to find new products, versus 15% of Facebook users and 11% of Instagram users.

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The North Face booed by SEO community after manipulating Google image search results /the-north-face-gets-a-thumbs-down-from-seo-community-after-manipulating-google-image-search-results-317747 Mon, 03 Jun 2019 20:45:26 +0000 /?p=317747 The North Face's agency Leo Burnett Tailor Made covertly updated Wikipedia images to make sure the brand appeared at the top of Google image search results.

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Last week, outdoor clothing brand The North Face and its ad agency Leo Burnett Tailor Made, came under fire after the agency updated images on Wikipedia pages for popular travel destinations. The efforts were part of a campaign to get The North Face branding at the top of Google image search results when anyone searched for the corresponding travel locations.

The brand initially claimed it collaborated with Wikimedia for the SEO campaign, but later apologized for the campaign after the Wikimedia Foundation published a response saying The North Face had unethically manipulated Wikipedia and risked the trust in Wikipedia’s mission, “for a short-lived marketing stunt.”

“I am actually honestly shocked this campaign ran,” said SEO consultant and podcast host Dan Shure, “I don’t know how anyone seeing it doesn’t just get a bad taste in their mouth.”

Advertising at its worst

Shure isn’t alone in his shock that a brand would take such a risk. Dana DiTomaso, president of digital marketing and SEO agency Kick Point, called the The North Face campaign advertising at its worst.

“Either the agency didn’t understand what they were doing, or were hoping to mislead people, or both,” said DiTomaso, “It’s also very clear that they knew they would be caught and the ‘sorry we’re naughty!’ response would be part of the buzz the campaign generated.”

Shure called the campaign clever, but a poor decision on the agency’s part.

“There are a lot of ways to piggyback on other strong authoritative sites ranking in Google, but you should only do that if it’s ethical,” said Shure, “For example, you can answer questions in Quora that rank well in Google. And as long as your answer is thorough and not spammy, I see this as a good way to leverage another site ranking in Google for visibility.”

Shure believes the campaign was self-serving and shortsighted on the part of The North Face and its agency.

A black mark on the SEO industry?

Most likely, The North Face’s ill-advised campaign has not impacted the SEO industry as a whole. But, it definitely doesn’t support the industry in terms of how people outside the community view SEO work.

“I think there are people that believe in SEO and those that don’t. A stunt like this will serve to reinforce the beliefs of those that already think it’s spammy, or are not willing to do the homework to see there is indeed a ‘good’ style of SEO,” said Shure.

As an SEO consultant, Shure has worked with everyone from CEOs to writers and PPC experts, and says many people still believe in the benefits of SEO.

“There are a lot of people who are not SEOs themselves, but believe in SEO despite there being a lot of snake oil in the business.”

The ethical implications of trickster SEO campaigns

The North Face’s campaign may have resulted in more exposure to the brand, but at what cost? In its post addressing the campaign, Wikipedia Foundation said The North Face’s efforts were “akin to defacing public property” and its Twitter thread on the topic drew much criticism from people who found the brand’s strategy distasteful.

DiTomaso, who called The North Face’s initial case study of the campaign laughable, said she’s sure it will win an award somewhere because many advertising awards are focused on creative instead of results.

“They [The North Face] said that they collaborated with Wikipedia, which we all know is a blatant lie, and they say that they paid nothing which is also a lie — someone was paid to do this work, even if they didn’t pay anything to Wikipedia,” said DiTomaso, “This is obviously a net negative for The North Face, but the award application won’t say that.”

The North Face campaign puts a spotlight on agency practices, forcing the question: Are awards and short-term SEO results worth risking a brand’s reputation?

“For me, it’s simple — I think we all know deep down when something is ethical or not, ” said Shure.

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Bing to require LegitScript certification for addiction recovery advertisers /bing-to-require-legitscript-certification-for-addiction-recovery-advertisers-312637 Wed, 20 Feb 2019 15:40:50 +0000 /?p=312637 Drug and alcohol addiction recovery centers will have to be certified before running an ad campaign and can no longer use lead generators.

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Bing announced on Wednesday it is requiring drug and alcohol addiction recovery spaces to be certified by LegitScript before they can run ad campaigns on the site. The new policy will begin in the U.S. mid-March.

Why you should care

If you manage advertising for a drug and alcohol addiction recovery center in the U.S. currently running campaigns on Bing (or plans to do so in the future), you will need to make sure the facility is certified by LegitScript, a compliance and certification service for addiction treatment centers.

In addition to requiring the LegitScript certification, Bing is also disallowing lead generators for drug and alcohol addiction recovery services.

Bing said it is always evaluating its policies to ensure a “safe and engaging” experience for users, and that this latest policy update is aimed at creating a safer space for those suffering through addiction.  “Drug and alcohol addiction are serious and sensitive topics, especially for those affected by the addiction either directly, or indirectly. Our users deserve the most helpful results we can offer when they are searching for addiction recovery assistance for themselves or a loved one,” wrote Bing on the Bing Ads blog.

Addiction recovery ads on Bing

Addiction recovery ads on Bing

More on the news

  • Bing said it will update its “Pharmacy and health care products and services policy” page to reflect the new certification rules, but did not give an exact date beyond mid-March.
  • LegitScript certification costs include an application fee along with an annual fee that runs anywhere between $1,495 and $1,995 depending on the number of centers an addiction treatment company may have, according to LegitScript’s website.
  • Bing’s decision to require LegitScript certification for addiction recovery advertisers comes nearly a year after Google made the same decision when it partnered with LegitScript to certify any addiction center advertisers.

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SearchCap: Digital agency survey results, Bing Webmaster Tools, Google Search Console /searchcap-digital-agency-survey-results-bing-webmaster-tools-google-search-console-311419 Thu, 31 Jan 2019 21:00:19 +0000 /?p=311419 Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

  • Quora adds search-like keyword targeting, Auction Insights for advertisers
    Jan 31, 2019 by Ginny Marvin
    Keyword targeting offers the intent targeting of search and can be more granular than topic targeting. Auction Insights offer competitive visibility.
  • Agencies say search, social spend will rise, but increases target 5 platforms
    Jan 31, 2019 by Ginny Marvin
    Our survey finds second-tier platforms are much less likely to see spending increases in the coming year. Amazon and LinkedIn crack the top five, while the Google and Facebook duopoly still dominates.
  • 11 paid search tactics that drive quality inbound calls
    Jan 31, 2019 by Digital Marketing Depot
    Click-to-call and direct dialing from voice assistants is making it easier than ever for consumers to turn their digital transactions into conversations. But advances in artificial intelligence, new pay-per-click technology, and changing consumer habits mean you must re-imagine your paid search tactics. How can you stay ahead of the pack and make every dollar count?
  • Facebook ad revenue tops $16.6 billion, driven by Instagram, Stories
    Jan 31, 2019 by Amy Gesenhues
    According to Facebook’s fourth quarter earnings report for 2018, the average price of an ad decreased 2%, while ad impressions were up 34%.
  • Where is Google Attribution?
    Jan 31, 2019 by Ginny Marvin
    Google’s free attribution tool made a big splash in 2017. Where does it stand now?
  • 3 powerful ways to maximize data to grow your e-commerce business
    Jan 31, 2019 by Ronald Dod
    Look more closely at the data you already have to uncover ways to increase AOV and reduce shopping cart abandonment.
  • Blissfully wants to make cloud app management as carefree as its name
    Jan 30, 2019 by Barry Levine
    The New York City-based startup provides tools for tracking SaaS usage, users, spending and compliance.

Search News From Around The Web:

  • Google will begin deleting Google+ photos, pages, comments, and more on April 2, VentureBeat
  • Activists in Paris protest against Google’s tax setup, San Francisco Chronicle
  • Bing Says 90% Or More Of Their Core Ranking Algorithm Uses Machine Learning, Search Engine Roundtable
  • Dynamic Rendering with Rendertron, Official Google Webmaster Central Blog
  • Google Voice for Android updated with Google Material Theme [Gallery], 9to5Google
  • Google will air two commercials in Super Bowl, Ad Age
  • Identifying dead links for more effective link analysis, Builtvisible
  • Implications of new influencer guidelines on paid links, Silverthorn Agency
  • Touchdown! Score with Search and Assistant for Sunday’s Big Game, Google Blog
  • Voices of Search Episode 34: Is desktop more important than mobile?, Search Metrics

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SearchCap: Voice input for Google mobile web search, paying for search analytics tools, more /searchcap-voice-input-for-google-mobile-web-search-paying-for-search-analytics-tools-more-311237 Tue, 29 Jan 2019 21:00:50 +0000 /?p=311237 Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

The post SearchCap: Voice input for Google mobile web search, paying for search analytics tools, more appeared first on Search Engine Land.

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Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

  • Two months in, Facebook Attribution gets mixed reviews
    Jan 29, 2019 by Amy Gesenhues
    Some advertisers are gaining valuable insights from the tool since its release in November, but others aren’t as impressed.
  • 2019 Marketing Trends
    Jan 29, 2019 by Digital Marketing Depot
    Marketing isn’t what it used to be. There’s big data, artificial intelligence, GDPR and agile workflows. All which ladder up to the holy grail of creating an ever-better customer experience. If you want to compete in this rapid digital world, you need to make your customers happy.
  • Best practices for a new era of brand safety
    Jan 29, 2019 by Danny Macdonald
    A good brand safety initiative should not be limited to the basic standards set by technology partners but a more comprehensive discussion of the brand’s needs.
  • Are brands behind the times when it comes to gender stereotypes in ads?
    Jan 28, 2019 by Amy Gesenhues
    A new report from Kantar finds marketers don’t believe they’re portraying people in a stereotypical manner, but ad targeting stats tell a different story.
  • Data: Walmart wins holiday store visits, Sears’ failure is likely JCPenney and Kohl’s gain
    Jan 28, 2019 by Greg Sterling
    Mobile location data reveal shopping patterns and competitive insights that marketers can exploit.

Search News From Around The Web:

  • Google is Bringing a Proper Q&A Section to its Search Engine, Tech App
  • Google.com on mobile web rolling out voice search in Chrome for Android, 9to5Google
  • 5 Steps To Creating The Perfect Text For Your PPC Ad, The AdStage Blog
  • An update on our work to prevent abuse ahead of the EU elections, Google Blog
  • Google Recommends You Disavow Links That You Think Can Trigger Manual Actions, Search Engine Roundtable
  • How to Optimise for Searcher Intent (Complete Guide 2019), State of Digital
  • U.S. judge rejects Yahoo data breach settlement, Reuters
  • What Impact Does Voice Search Have on Digital Marketing?, My Emma

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How to know when it’s time to pay for search analytics tools /how-to-know-when-its-time-to-pay-for-search-analytics-tools-310668 Tue, 29 Jan 2019 17:27:39 +0000 /?p=310668 SEO and search marketing experts offer feedback on when to pay for search analytics tools, factors to consider and making the most out of what you buy.

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Search marketers have plenty of free search analytics tools available, from Google Analytics’ wide array of reports and features to pared-down versions of free tools from companies like Moz and SimilarWeb.

But eventually, marketers wanting deeper insights into their SEO and search marketing efforts – or those who simply outgrow the free tools they’re using — may need to invest in a search analytics solution.

Why pay for a search analytics tool?

According to Local SEO Guide founder and CEO Andrew Shotland, tools that help companies understand SERP results for target queries are a must.

“Google often changes what it considers the intent of a given SERP, so staying on top of what type of content Google is ranking (e.g. packs, snippets, media, e-commerce, etc.) can be critical to deploying a solid SEO strategy. There are certainly plenty of ways to get at that data for free (just search Google), but if you want to figure that out at scale, you’re going to want to invest in some tools that can help you get there,” said Shotland.

Greg Lee, SEO lead for Drum, a digital marketing and research agency, said free tools may be able to satisfy the “80/20” rule, but the decision to pay for an analytics platform depends on how important search is to your business.

“The question ultimately boils down to whether search is a strategic component of the overall marketing program or simply viewed as a tactic within a silo. Hopefully the answer is strategic business drive, in which case, businesses that have reached — or aspire to reach — a certain scale should consider researching enterprise-level search analytics tools,” said Lee.

Lee’s colleague Vladimir Bradic, who leads SEM at Drum agency, said the decision typically comes down to two criteria: scale and data, and feature requirements.

“Are there a larger number of physical locations — think stores, hotels, restaurants — or product offerings that incite unique search behavior, such as hyper-localized queries, etc? If so, Webmaster Tools and even the most robust of the entry-level tools will struggle to provide the necessary value,” Bradic said.

Location3 Vice President of Digital Strategy Gloria Dutton said her digital marketing agency doesn’t recommend investing until a company has utilized free tools to their full capacity and are taking action based on that data.

“There are, of course, reasons to upgrade to a paid platform, primarily if your site is large enough (hits per month). Also, if a company is advanced in their customer data, and other technologies and want to connect them all to one system through API integrations — they are probably ready for an upgrade,” says Dutton.

Knowing when to upgrade

Before recommending a client pay for search analytics solution, Dutton’s agency asks their clients three questions:

  1. Are they currently using the data in their current analytics platform actively to both better inform decision-making and take action based on the data account?
  2. Do they already have tools set up to connect, segment and analyze their different audience data?
  3. Are they doing any website testing?

Dutton said if marketers are not properly leveraging basic analytics information – an initial step would be to build out dashboards on a free platform like Google Analytics, and complement it with free tools like Google Sheets and Google Data Studio.

“Costs [for a paid solution] can be upward of $150,000, and for many clients, this is a very big commitment to make on behalf of technical costs and tools,” says Dutton.

Dutton says her agency considers how complete the client’s overall marketing strategy may be – and how many different channels are involved and need to be tracked. “If running a very complex, multi-channel and integrated tactics, then a possible upgrade may be needed,” Dutton said.

Sometimes, determining if it’s time to pay for a search analytics tool is as simple as asking, am I getting the data I want?

“It’s basically when the problem is significantly more complex or, at scale, beyond the scope of the solution you are currently using,” says Distilled head of PPC Richard Cotton.

Getting the most out the tools

Cotton points out marketers need to have the right resources to analyze the data they are paying to collect.

“There’s no point paying for more data only for it to lead to nothing actionable,” says Cotton, “Does it actually push the business forward? There’s no point spending money to shed light on things that don’t actually lead to change. People want gadgets and tools, and feel like they are in control — I’d always want to ask, is it actually making a difference?”

Shotland said clients who work with agencies may have the option to take advantage of their agency’s tool licenses instead of having to purchase their own.

“On the flip side, we often see a lot of tool subscriptions fall into the ‘gym membership’ category where they get used for a month or two and then ignored, so be wary about getting locked into long-term deals for these tools until you are certain you are actually going to use them,” says Shotland.

A recent analysis of trends in 2018 consumer search behavior conducted by Yext found more and more consumers are interacting with businesses within search results. The search marketing platform reported a more than 20 percent increase in clicks to call, clicks for directions and clicks to business websites.

“Marketers need tools that go beyond traditional website analytics to unify the off- and on- website ecosystems. More than ever before, brands need to focus on mapping the digital customer journey to better understand how to curate an experience that will convert search interest into a transaction,” said Zahid Zakaria, Yext’s senior director of customer insights and analytics.

Savvy search marketers understand the right search analytics tool is a crucial component of any comprehensive search strategy. If you’re part of a team charged with driving enterprise SEO or search marketing initiatives, failing to invest in a search analytics tool could potentially cost you more than lost data.

“The best rule of thumb is to scale as need dictates and assess your search analytics needs annually, especially since feature sets of the major players evolve rapidly,” says Bradic.

The post How to know when it’s time to pay for search analytics tools appeared first on Search Engine Land.

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MarTech Today Research: A marketer’s guide to enterprise SEO platforms /martech-today-research-a-marketers-guide-to-enterprise-seo-platforms-310984 Fri, 25 Jan 2019 22:55:22 +0000 /?p=310984 The report offers an in-depth review of the market, tips on the buying process and 18 vendor profiles.

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Enterprise SEO continues to grow more complex as the technology and algorithms powering search engines evolve.  Comprehensive enterprise SEO platforms offer multiple features to help teams manage and automate search optimization tactics, but the vetting and selection process can be overwhelming.

A new report from MarTech Today Research looks at 18 enterprise SEO platforms, selected based on their role as market leaders, as well as some SEO point solutions. The marketer’s guide to enterprise SEO platforms (free to download with registration) outlines vendor capabilities, shares tips on how best to evaluate and select a solution and provides industry trends and insights for 2019 based on in-depth interviews with experts and leading vendors.

Among the insights, the report finds that content marketing may be swinging back to the realm of search from social. In one interview, a vendor said content marketing budgets that had been allocated to social over the past four years are starting to return to organic search. The vendor expects content teams in 2019 will be focusing more on developing and optimizing content for search, which has been shown to drive more traffic.

Enterprise companies will also need to prioritize customer experience when thinking about search visibility, according to the report. The vendors interviewed said they expect user experience in general to become a more important ranking factor in the year ahead. The vendors said they are building out their technical and on-site SEO capabilities to ensure users’ sites are designed to increase traffic and address the growing emphasis on page speed, user experience, JavaScript-rendered content and structured markup.

In its ninth year, the report includes vendor pricing and capability comparisons and insights on determining whether or not you may need an enterprise SEO solution, the quickest way to identify and contact the right vendors and how to negotiate vendor contracts.

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SearchCap: Amazon adds acquisition metrics, Google Posts, SMX West starts next week /searchcap-amazon-adds-acquisition-metrics-google-posts-smx-west-starts-next-week-310903 Wed, 23 Jan 2019 21:21:22 +0000 /?p=310903 Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

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Below is what happened in search today, as reported on Search Engine Land and from other places across the web.

From Search Engine Land:

  • Get started with marketing automation–learn the terms you need to know
    Jan 23, 2019 by Digital Marketing Depot
    For businesses involved in digital marketing, marketing automation has quickly become a game-changer. Customizable and scalable platforms are available to businesses of just about any size. Whether you work for an agency or are an in-house marketing professional, it’s time to get familiar with some basic automated marketing and sales concepts.
  • Amazon adds customer acquisition metrics for Sponsored Brands campaigns
    Jan 23, 2019 by Ginny Marvin
    The “new-to-brand” set of metrics are also available for Amazon sellers’ display and video ad campaigns.
  • Don’t give up on Google Posts
    Jan 23, 2019 by Adam Dorfman
    Since a GMB listing is a major local ranking factor for a business, keeping listings fresh with content improves findability in search.
  • SMX West is next week – don’t miss your chance to attend!
    Jan 22, 2019 by Search Engine Land
    Generate leads, drive sales, and achieve your traffic goals with proven SEO and SEM tactics from 40+ search marketing experts. Attend SMX® West, January 30-31 in San Jose! Book your pass by January 29 to save up to $300 off on-site rates! Join us to: Discover how to create high-performing campaigns that boost awareness.

Recent Headlines From Marketing Land, Our Sister Site Dedicated To Internet Marketing:

  • U.S. marketers respond to Google’s $57 million GDPR fine
    Jan 23, 2019 by Robin Kurzer
    Though the action doesn’t affect U.S. marketers directly, many see it as an important case to watch.
  • BI provider Qlik buys Crunch Data and its bot
    Jan 23, 2019 by Barry Levine
    This is the latest effort by an analytics platform to offer natural language text or voice interfaces to the surrounding sea of data.
  • Google Chrome API changes may disable most ad blockers
    Jan 23, 2019 by Greg Sterling
    The company says the changes are about page speed, security and user privacy; critics are more cynical about Google’s motives.
  • All advertisers can now buy Google’s 15-second non-skippable video ads
    Jan 23, 2019 by Robin Kurzer
    The ads were previously available only to advertisers who buy ads through Google Preferred and by reservation.
  • Choosing a marketing automation platform
    Jan 23, 2019 by Digital Marketing Depot
    Marketing organizations of all sizes are being inundated by data from multiple digital marketing channels and an increasing number of consumer devices. Faced with challenging market dynamics and increasing ROI pressure, more B2B marketers are using marketing automation platforms to manage complex, multi-touch buyer ecosystems.
  • YouTube TV now available in more than 98% of U.S. households
    Jan 23, 2019 by Amy Gesenhues
    The company announced on Wednesday it is expanding to 95 markets, with plans to reach any remaining uncovered areas in the U.S shortly.
  • LinkedIn’s ‘Interest Targeting’ lets advertisers target ads based on users’ professional interests
    Jan 23, 2019 by Amy Gesenhues
    The Interest Targeting feature will allow advertisers to reach audience members who’ve interacted with content on topics like AI, customer experience and more.
  • How to be charismatic: Marketing with charm, heart and personality
    Jan 23, 2019 by Allen Martinez
    Add to your brand’s charisma by actively listening to what your customers care about, demonstrate how you add value to them and create stories that resonate on an emotional level. Learn how it’s done.
  • Scott Brinker lays out vision for Second Golden Age of MarTech
    Jan 22, 2019 by Barry Levine
    In preparing this year’s MarTech Landscape, Brinker sees a new blending that is helping to solve the industry’s three big challenges.
  • How one marketer uses a chatbot to retain customers
    Jan 22, 2019 by Barry Levine
    For cleaning product maker TriNova, a Facebook Messenger chatbot keeps customers engaged with the brand and buying more products than other customers.

Search News From Around The Web:

  • Are You Sabotaging Your SEO Writing Success?, SuccessWorks
  • BigCommerce SEO Case Study: How to Improve SEO When Moving to BigCommerce, Inflow
  • Deep Dive: Local SEO for the Automotive Industry, Local University
  • Google To SEOs: You Focus Too Much On Links, Search Engine Roundtable
  • Links as a Ranking Factor Remain Strong in 2019, Stone Temple
  • The Beginner’s Guide to Dynamic Search Ads, Clix Marketing
  • What Is SEM? Does SEM Include SEO?, Bruce Clay

The post SearchCap: Amazon adds acquisition metrics, Google Posts, SMX West starts next week appeared first on Search Engine Land.

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