CBPO

Monthly Archives: January 2017

Advice Given to an Aspiring 14 Year-Old Entrepreneur Wanting to Learn SEO

January 31, 2017 No Comments

nikigator

I received an email this afternoon from a young man who is interested in a career in SEO, and he asked me how to get started, and I thought it was such a good question that I would include my response here on the blog to any others who might want to learn SEO and work with site owners to help them succeed in business online.

There are some respected sources about SEO online that are worth reading as a starting point. Here are some:

Google’s Starters guide to SEO

Google’s Webmaster Guidelines

The Moz Beginner’s Guide to SEO

SEO Tutorial For Beginners in 2016

The 2015 Local Search Ranking Factors

Those are places to start learning about SEO. There are some places that are worth visiting to learn more about the kinds of questions that people often have involving SEO, and where other people provide answers to those questions.

Google Webmaster Help Central Forum

Moz Q&A Forums

There are blogs and News sources about SEO (including Google’s Blogs) that are worth reading on a regular basis:

Search Engine Land

Google Webmaster Central Blog

Google Developer’s Blog

The Moz Blog

The Potent Blog

Occam’s Razor

It’s also worth finding some good reference resources about marketing and gaining some hands-on experience, such as starting a blog about a topic that you are very interested in and learning to rank well for terms related to that topic, and becoming an editor at Wikipedia, and learning more about how that operates.


Copyright © 2017 SEO by the Sea. This Feed is for personal non-commercial use only. If you are not reading this material in your news aggregator, the site you are looking at may be guilty of copyright infringement. Please contact SEO by the Sea, so we can take appropriate action immediately.
Plugin by Taragana

The post Advice Given to an Aspiring 14 Year-Old Entrepreneur Wanting to Learn SEO appeared first on SEO by the Sea.


SEO by the Sea


How to Master the Mobile Market in 2017

January 30, 2017 No Comments

In this new live webinar, Hanapin’s Michael Knight and Lead To Conversion’s Erik Dafforn will give you tips to make sure your PPC strategies are mastered for the mobile market in 2017.

Read more at PPCHero.com
PPC Hero


Google partners with Cloudflare and TripleLift to improve AMP ads

January 30, 2017 No Comments

Mobile devices can make people vulnerable to online piracy through privacy settings, Bydgoszcz, Poland, on August 7, 2016. (Photo by Jaap Arriens/NurPhoto via Getty Images) Google is making a number of ad partner announcements around its Accelerated Mobile Pages (AMP) format today. The idea behind AMP is to speed up the mobile web experience for users and it’s no secret that ads play a major role in making regular mobile (and desktop) pages load slowly. With AMP ads, Google and its partners aim to make ads load fast again. The new partners Google is… Read More

Mobile – TechCrunch


Why Building a Culture of Optimization Improves the Customer Experience

January 30, 2017 No Comments
How can we be more useful to our customers today?

That’s the simple question that drives any marketing organization focused on testing, improvement, and growth.

But answering the question is not always so simple in our data-rich world. The old challenge of gathering enough data has been replaced by a new one: gleaning insights from the mountains of data we’ve collected — and taking action.

In response to this flood of data, many of today’s most successful businesses have turned to a new approach: building what’s called a culture of growth and optimization.

This growth-minded culture is one where everyone is ready to:

  • Test everything 
  • Value data over opinion 
  • Keep testing and learning, even from failures 

Most companies have a few people who are optimizers by nature, interest, or experience. Some may even have a “growth team.” But what really moves the dial is when everyone in the company is on board and embraces the importance of testing, measuring, and improving the customer experience across all touchpoints.

“We refuse to believe that our customers’ experiences should be limited by our resources.” – Andrew Duffle, Director of Analytics, APMEX

Why should marketers care?
Because they’ll be leading the revolution. 86% of CMOs and senior marketing executives believe they will own the end-to-end customer experience by 2020, according to a recent survey from the Economist Intelligence Unit.1 And a culture of growth and optimization offers an excellent path to major gains in those experiences.

As testing and optimization proves itself, it tends to generate higher-level investments of support, talent, and resources. The payoff arrives in the form of more visitors, more sales, happier customers and a healthier bottom line.

If you’re curious about building a culture of optimization in your marketing organization, register for our Nov. 10 webinar, Get Better Every Day: Build a Marketing Culture of Testing and Optimization.

This webinar will cover:

  • The critical elements of a culture of optimization 
  • Tips for building that culture in your own company 
  • A case study discussion with Andrew Duffle, Director of Analytics at APMEX, a retailer that boosted revenues with continuous testing and optimization 

This kind of culture doesn’t happen by command, but it’s also simple to start building.

We look forward to sharing tips on how you can get started. Happy optimizing!


  1. The Economist Intelligence Unit, “The Path to 2020: Marketers Seize the Customer Experience.” Survey and a series of in-depth interviews with senior executives. Survey base: 499 CMOs and senior marketing executives, global, 2016.


Google Analytics Blog


Pinterest: Marketing boon or bust?

January 30, 2017 No Comments

Friends on PinterestToday’s top question; if Pinterest was your friend would it be the kind of friend who will drive you to the airport at 5 am or the kind that invites you out for a good time then leaves you to pay the bill?

Nate over at Forrester has put together some pros and cons of Pinterest in his own attempt to decide: is Pinterest a boon or a bust for marketers? Let’s talk about his findings.

The best news about Pinterest is that it’s mostly populated by young women who love to spend.

The median age on Pinterest is 35, six years younger than Facebook. 84% of those women have ordered something online in the past 3 months.

And these aren’t bargain hunters, either. These are women who want the very best for their homes, best fashions and top quality make-up products.

Forrester’s Social Technographics® Score tells us that Pinterest users are more likely to engage with brands than Facebook users.

Super. Now where’s the bad in that?

The bad news is at the end of the time + effort = ROI equation. Even with all of the pluses, building a successful following on Pinterest isn’t that easy.

As Forrester points out, marketing powerhouse Coca-Cola has less than 5,000 followers on Pinterest and rarely updates their page. The company does seem like a good fit for the audience but it’s not happening.

High-end fashion brand Dolce & Gabbana has more than 150,000 followers but even they have less than 20 repins on most of their pins.

So maybe free isn’t so good, but what about paid ads? Pinterest says that their Promoted Pins beta has been going very well. They say companies have seen a 30% bump in earned media and a residual effect even after the campaign is over.

But Forrester says that Pinterest isn’t doing all they can to help marketers reach the right customers. For example, they only allow marketers to choose from a small selection of interests when targeting ads. Silly when we know that Pinterest is sitting on a huge pile of specific data that could help marketers get a higher ROI.

Now it’s time to answer the question; is Pinterest a marketing boon or bust?

The answer is, we don’t know. There’s potential and lots of it but right now it’s only working for a select few. Will it work for you? Won’t know until you try.

Marketing Pilgrim – Internet News and Opinion


Google Search Query Refinements Patent Updated

January 29, 2017 No Comments

NikiDeSaintPhalleSculpture

Query Refinements have changed since the earlier days of Google

In 2006, I wrote a post A Look at Google Midpage Query Refinements (Go ahead and read it; this post will make more sense if you visit the past and bring it in). The patent I wrote then was just granted again as a continuation patent, with new claims, reflecting a change in the process involving how it is being used by the Google. The new version of the patent is now at:

System and method for providing search query refinements
Inventors: Paul Haahr and Steven D. Baker
Assignee: Google Inc.
United States Patent 9,552,388
Granted: January 24, 2017
Filed: January 31, 2014

Abstract

A system and method for providing search query refinements are presented. A stored query and a stored document are associated as a logical pairing. A weight is assigned to the logical pairing. The search query is issued and a set of search documents is produced. At least one search document is matched to at least one stored document. The stored query and the assigned weight associated with the matching at least one stored document are retrieved. At least one cluster is formed based on the stored query and the assigned weight associated with the matching at least one stored document. The stored query associated with the matching at least one stored document are scored for the at least one cluster relative to at least one other cluster. At least one such scored search query is suggested as a set of query refinements.

You May Recognize The inventors of this Query Refinement Process

You may recognize Paul Haahr, from his presentation last year at SMX West on How Google Works, in which he gave some really interesting insights into how the search engine operates. His co-inventor, Stephen Baker wrote a Google Blog post about Google synonyms titled Helping computers understand language

The ideal way of making sense of how Google may have changed around the way that they are making search query refinements is to compare the claims sections of the older version of the patent (filed on September 22, 2003, and granted on March 10, 2005) and the newer version (granted this past Tuesday).

What is new are Rank Scores

I noticed that the new version talks about rank scores for terms that clusters are built around and how those rank scores might be used:

5. The method of claim 2, comprising: obtaining, for each cluster, a rank score based on (i) the relevance scores of the search results that reference resources that match the resources of the cluster, and (ii) a quantity of the resources of the cluster; and selecting, as refinement clusters, a top n clusters with the highest rank score, wherein n is a positive integer, wherein each representative search query is selected from one of the refinement clusters, and wherein selecting a subset of the search queries further comprises selecting one or more search queries from the representative search queries of the m clusters with the highest rank score, wherein m is a positive integer.

Rank Scores Reminded me of Google’s Context Vectors

Counting up the amount of resources of different clusters that might be determined to be relevant to a refinement reminds me of Google’s patent on Context Vectors, which counts the number of times a certain meaning of a word is found in a knowledge base as a way of giving a weight to different meanings of words. This new patent’s rank score similarly gives weights to how often different refinements show up in search results.

So a refinement for “jaguar” that is a car is counted and considered against a “jaguar” that is an animal. Both are offered as refinements by Google, and are ranked differently based upon rank scores.


Copyright © 2017 SEO by the Sea. This Feed is for personal non-commercial use only. If you are not reading this material in your news aggregator, the site you are looking at may be guilty of copyright infringement. Please contact SEO by the Sea, so we can take appropriate action immediately.
Plugin by Taragana

The post Google Search Query Refinements Patent Updated appeared first on SEO by the Sea.


SEO by the Sea


Ensure Bing Ads Are Part Of Your PPC Efforts

January 29, 2017 No Comments

Did you know that Bing accounts for roughly 1/3 of the paid advertising search market at 31%? To be a comprehensive paid search marketer you have to be on Bing.

Read more at PPCHero.com
PPC Hero



Bing Ads Automated Imports: A Gift To Handle With Care

January 27, 2017 No Comments

Keeping up with PPC can be overwhelming. Bing Ads Automated Imports from AdWords can help advertisers save time, but should be used intentionally and with care.

Read more at PPCHero.com
PPC Hero


A Petition Didn’t Make Trump Give Up His Tax Returns—But It Made Him Listen

January 27, 2017 No Comments
A Petition Didn’t Make Trump Give Up His Tax Returns—But It Made Him Listen

Whitehouse.gov’s petitions may not translate directly into policy, but they’re an important step along the path to change—if Trump keeps them live. The post A Petition Didn’t Make Trump Give Up His Tax Returns—But It Made Him Listen appeared first on WIRED.
WIRED