Monthly Archives: September 2019
There is an incredibly exciting trend happening in the SEO community where more and more marketers are taking on more responsibility across multiple facets of digital marketing.
As digital marketing develops more nuanced and targeted execution, marketers see ways to diversify their skillsets and impacts on their organizations.
For search marketers, there has never been a better time to take advantage. According to BrightEdge data from CEO Jim Yu, more SEOs are taking on broader roles and having a bigger impact – with 51 percent of customers expanding the role of SEO across all digital marketing and 23% become CMOs in recent years.
Last week at Share19, hundreds of digital marketers, SEOs, and content strategists gathered to collaborate towards a common goal – to driving growth and revenue to their businesses and progress their SEO and digital marketing careers. Attendees learned new and advanced techniques for keyword research, learned about the career journeys of chief marketing officers at Fortune 500 brands and were the first to hear the big news that BrightEdge is releasing technology that literally puts SEO on autopilot.
Self-driving SEO: Impossible or possible?
As marketers, we all get frustrated with lack of resources — not having enough time and people to have the impact we want. No doubt, right now you are competing for resources and fighting with barriers to communication with your web dev team, your IT team, and your paid search team. Doing the same thing day in and day out can get mundane – especially for those with a bias towards the creative.
Last year alone Google did 3,234 launches, 595,429 search quality tests, 44,155 side-by-side experiments, and 15,096 live traffic experiments. Simply, keeping up to date with change is a task unto itself. Add to that day-to-day content issues, broken links, algorithmic changes, and mobile issues, and you can see why sometimes progress is elusive.
What if it were possible for some parts of your SEO to run on autopilot? Just imagine if all those repetitive yet necessary tasks that are integral to SEO could be running in the background, freeing you up to focus on higher-impact initiatives?
With an average of 53.5% of website traffic coming from organic search, it is clear that there is a huge opportunity for marketers to automate and optimize their most important marketing channels with speed, precision, and scale.
Last week BrightEdge Autopilot was announced to tackle just that and automate SEO tasks so that they don’t require a human touch. Made possible through a series of technology investments and the recent acquisition of mobile technology developed by Trilibis, marketers can now auto-optimize mobile and fully automate the most critical and time-consuming of SEO tasks.
Within six months of deployment, over 1,000 brands are now using BrightEdge Autopilot to power Self-driving SEO.
Intelligent automation: Performance and scale
So, automation takes our jobs away right? This is a comment and objection we hear not just in this space but across the industry. Sure, if you are happy doing the same things day in and day out and have no desire to get the best results for you and your customer then fine, automation may not be for you.
For those who see the opportunity to spend more time on higher-level work, automation is here to help marketers do more with less and execute more quickly. Routine SEO and content tasks can be implemented with little effort, allowing you to focus on high-impact activities and accomplish more personal and professional objectives. In order to progress in a predominantly technically oriented space, you have to embrace technology.
Automated grammar and spelling checks may have eliminated a few proofreading jobs, but it improved the accuracy and quality of documents and allowed writers to invest more time in the research and articulation of their ideas. Assisted driving automation helps keep you safer on the roads and likewise, automated SEO keeps your site and content safer for Google and makes it more easily discoverable by your audience.
According to Yu, BrightEdge Autopilot technology is already delivering on automation performance promises with:
- 60% increase in page views per visits
- 21% more keywords on page one rankings
- 2x increase in conversions
- PPC channel impact – 28% improvement in the “Ad Quality Score”
Campbell’s Global SEO Manager, Amanda Ciktor was able to share the impact of automation with BrightEdge Autopilot showcasing a 204% traffic lift year-over-year.
With one day of implementation work Amanda and her team were able to compress 75,000 images and within a few weeks saw:
- Move 4,000 keywords to page one
- Improve faster mobile page load speed for 35% of pages
- Improve overall load time by five seconds
In fact, brands across numerous industry verticals have seen dramatic performance improvement with up to 65%.
SEO and the CMO
According to Gartner’s CMO survey, SEO is one of the four digital workhorses that account for 25% of marketing investments. And, by 2023 autonomous marketing systems will issue 55% of multichannel marketing messages based on marketer criteria and real-time consumer behavior, resulting in a predicted 25% increase in response rates.
SEO, Automation, and the CMO were three themes that stood out at the launch of BrightEdge Autopilot at Share19 last week. The finale of the event was a roundtable discussion featuring marketing luminaries, including Kelly Hopping, Chief Marketing Officer for Gartner Digital Markets, Lauren Fyrefield, Chief Marketing Officer for WorldStrides and Armin Molavi, Vice President of Global Media Strategy of Hilton Brands.
As the CMO role becomes more results-focused and data-driven, we have seen a change in the skillset and perspective from one that is more brand and positioning-oriented to one that is more technical and technology stack-oriented. This draws on the natural skills SEOs use in generating profitable organic traffic. The problem for SEOs is that they can get buried in tactical execution. Automation allows them to free up time for planning, strategy, and relationship building that will help elevate their visibility and consideration for advancement.
From listening to everyone on the panel it was clear that was a linear progression path to the CMO position developing. A commitment to
1. Embracing technology innovation
2. Drives growth and revenue
3. Fuels digital career growth
As one CMO panelist put it “we are constantly looking at ways to get smarter, automate and scale. We manage everything in-house so if we are not automating, getting smarter then we can’t scale.”
Automation is definitely helping marketers, and especially those who want to unleash more creativity and, who knows, become the next CMO or CDO.
The underlying theme is to pursue opportunities and leverage technology to help you do that.
Andy Betts is a chief marketer, consultant, and digital hybrid with more than 20 years of experience in digital, technology and marketing working across London, Europe, New York, and San Francisco. He can be found on twitter @andybetts1.
The post From SEO to CMO: Self driving technology and the path to C-Suite appeared first on Search Engine Watch.
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Read more at PPCHero.com
The app industry shows no signs of slowing down, with 194 billion downloads in 2018 and over $ 100 billion in consumer spending. People spend 90% of their mobile time in apps and more time using their mobile devices than watching TV. In other words, apps aren’t just a way to spend idle hours — they’re a big business. And one that often seems to change overnight. In this new Extra Crunch series, we’ll help you keep up with the latest news from the world of apps — including everything from the OS’s to the apps that run upon them, as well as the money that flows through it all.
This week, alternatives to the traditional app store is a big theme. Not only has a new, jailbreak-free iOS marketplace called AltStore just popped up, we’ve also got both Apple and Google ramping up their own subscription-based collections of premium apps and games.
Meanwhile, the way brands and publishers want to track their apps’ success is changing, too. And App Annie — the company that was the first to start selling pickaxes for the App Store gold rush — is responding with an acquisition that will help app publishers better understand the return on investment for their app businesses.
AltStore is an alternative App Store that doesn’t need a jailbreak
An interesting alternative app marketplace has appeared on the scene, allowing a way for developers to distribute iOS apps outside the official App Store, reports Engadget — without jailbreaking, which can be difficult and has various security implications. Instead, the new store works by tricking your device into thinking you’re a developer sideloading apps. And it uses a companion app on your Mac or PC to re-sign the apps every 7 days via iTunes WiFi syncing protocol. Already, it’s offering a Nintendo emulator and other games, says The Verge. And Apple is probably already working on a way to shut this down. For now, it’s live at Altstore.io.
Very excited to officially announce AltStore: an alternative app store for iOS — no jailbreak required. Launching this Saturday, September 28, but you can download the preview TODAY https://t.co/M7nULBV28p
— Riles (@rileytestut) September 25, 2019
For the third time in a month, Google mass-deleted Android apps from a big Chinese developer.
Does Google Play have a malicious app problem? That appears to be the case as Google has booted some 46 apps from major Chinese mobile developer iHandy out of its app store, BuzzFeed reported. And it isn’t saying why. The move follows Google’s ban of two other major Chinese app developers, DO Global and CooTek, who had 1 billion total downloads.
Google Firebase gets new tools
Earlier this month, HTC co-founder Cher Wang stepped down from her role as CEO. In her place, former Orange EVP Yves Maitre has taken up the reins for the Taipei-based smartphone maker.
One of Maitre’s first acts as the head of HTC will be to join us at Disrupt in October. The interview — and his new role — comes at a tenuous time for HTC. The company has been harder hit than most by several years of stagnant smartphone sales.
In spite of a $ 1.1 billion deal in 2017 that gave Google access to most of the Taiwanese company’s R&D resources, the following year still saw massive layoffs. All the while, it has looked to emerging technologies like VR and blockchain as a potential way forward in an oversaturated market. In his first public interview, Maitre will discuss how HTC got here and what the company can and will do to help turn the ship around.
Maitre joins an incredible speaker lineup, which includes Steph Curry, Rachel Haurwitz from Caribou Bioscience, Joseph Gordon-Levitt and Zoox’s Aicha Evans. Still need tickets? You can pick those up right here.
This move is part of Google’s overall investment in expanding the physical footprint of its data centers. Only a few days ago, after all, the company announced that, in the next two years, it would spend $ 3.3 billion on its data center presence in Europe alone.
Google Cloud currently operates 20 different regions with 61 availability zones. Warsaw, like most of Google’s regions, will feature three availability zones and launch with all the standard core Google Cloud services, including Compute Engine, App Engine, Google Kubernetes Engine, Cloud Bigtable, Cloud Spanner and BigQuery.
To launch the new region in Poland, Google is partnering with Domestic Cloud Provider (a.k.a. Chmury Krajowej, which itself is a joint venture of the Polish Development Fund and PKO Bank Polski). Domestic Cloud Provider (DCP) will become a Google Cloud reseller in the country and build managed services on top of Google’s infrastructure.
“Poland is in a period of rapid growth, is accelerating its digital transformation, and has become an international software engineering hub,” writes Google Cloud CEO Thomas Kurian. “The strategic partnership with DCP and the new Google Cloud region in Warsaw align with our commitment to boost Poland’s digital economy and will make it easier for Polish companies to build highly available, meaningful applications for their customers.”
Even experts need additional training to stay ahead of the game in the fast-paced PPC industry. That’s why we offer several advanced training sessions for the more seasoned digital marketer at Hero Conf.
Read more at PPCHero.com
As we gear up for The Transformation of Search Summit at the end of October, we have another speaker Q&A. This time we’re hearing from Amine Bentahar about his upcoming session on voice search optimization.
Amine Bentahar is the Chief Digital and Operating Officer at Adantix Digital. He’s also an author and member of the Forbes Agency Council.
Amine’s session will be about “Optimizing for position 0: Everything you need to know about voice search.”
Tell us about your current work
Amine Bentahar: I’m the Chief Digital & Operating Officer at Advantix Digital. I’m in charge of operations and ensuring that we are delivering the best quality work and exceptional results for our clients.
I’m also responsible for the overall digital and marketing strategy for many of our key clients which includes publicly traded companies, companies backed by major VC and PE firms, and mid-sized companies from various industries.
What are your key priorities over the next twelve months?
AB: Implement a voice search strategy for all of our B2C and B2B clients, and continue to leverage voice search as a channel to drive new customer acquisitions for our clients.
What is your biggest challenge in achieving those?
AB: Most companies haven’t allocated a budget specific to just voice search, and aren’t taking the time to truly understand how their customers are either looking for information or shopping through voice.
Because of this, we are having to spend a lot of time educating companies about the importance of having a voice search strategy and budget.
What’s your advice to others who may be facing similar challenges?
AB: Educate your teams or clients on voice search and how it’s changing the way customers are shopping or looking for information.
What’s an interesting trend you’re seeing in the market right now?
AB: The integration of voice search technology in cars, TVs, appliances and other devices.
How do you expect it will change in the next 6-12 months?
AB: With all the money being invested in R&D by the big players (Amazon, Google, Apple and Microsoft), I would expect to see this trend to continue growing, and for voice search technology to be available on even more devices.
Tell us a bit about your session at the Search Summit?
AB: My session will be about optimizing for voice search and more specifically about the steps companies must take to rank for position 0. We will help attendees understand how voice search works and how to develop organic content to be “read” by Alexa or Google Home.
What are you looking forward to most at the Summit?
AB: I’m looking forward to meeting other thought leaders and marketers and learning from their experiences about things that are disrupting the search world.
What’s one of your favorite search technologies and why?
AB: Voice search as I find it somewhat amazing especially when you see the fast adoption rate of the technology and how it’s impacting the way customers are now searching.
What’s something you do every day that helps you be more successful or productive?
AB: I do my best to exercise everyday and also I take at least 30 minutes of my day to read either about marketing or management.
The post Optimizing for voice search in 2019: Q&A with Amine Bentahar appeared first on Search Engine Watch.
If their post has lots of Likes, you feel jealous. If your post doesn’t get enough Likes, you feel embarrassed. And when you just chase Likes, you distort your life seeking moments that score them, or censor it fearing you won’t look popular without them.
That’s why Facebook is officially starting to hide Like counts on posts, first in Australia starting tomorrow, September 27th. A post’s author can still see the count, but it’s hidden from everyone else who will only be able to see who but now how many people gave a thumbs-up or other reaction.
The launch of the hidden Like counts test makes available what we reported Facebook was privately prototyping earlier this month, as spotted in its Android code by reverse engineering master Jane Manchun Wong. The test will run in parallel to Instagram’s own hidden Like count test we also scooped that first tested in Canada in April before expanding to six more countries in July.
“We are running a limited test where like, reaction, and video view counts are made private across Facebook” a Facebook spokesperson tells me. “We will gather feedback to understand whether this change will improve people’s experiences.” If the test improves people’s sense of well-being without tanking user engagement, it could expand to more countries or even roll out to everyone, but no further tests are currently scheduled.
Facebook’s goal here is to make people comfortable expressing themselves. It wants users to focus on the quality of what they share and how it connects them with people they care about, not just the number of people who hit the thumbs-up. The tests are being conducted by the News Feed team that falls under VP Fidji Simo’s jurisdiction over the main Facebook app. While the Instagram tests are starting to get data back, Facebook tells me it’s own tests are necessary since the apps are so different.
As you can see, the Like button itself remains visible to everyone. Comment counts will still be displayed, as will the most common types of reactions left on a post plus the faces and names of some people who Liked it. Technically viewers could go into the list of people who Liked a post and try to count, but the test stops Facebook from slapping people up front with insecurity.
Without a big number on friends’ posts that could make users feel insignificant, or a low number on their own posts announcing their poor reception, users might feel more carefree on Facebook. The removal could also reduce herd mentality, encouraging users to decide for themselves if they enjoyed a post rather than just blindly clicking to concur with everyone else.
As I wrote about 2 years ago, a collection of studies identify the harm Facebook can do. They found that while chatting with friends and comment threads on Facebook made people feel better, passively scrolling and Liking could lead to envy spiraling and declines in perception of well-being. Users would compare their seemingly boring life to the well-Liked glamorous moments shared by friends or celebrities and conclude they were lesser.
For example, Krasanova et al discovered that 20% of the envy-inducing moments users experienced in life were on Facebook, and that “intensity of passive following is likely to reduce users’ life satisfaction in the long-run, as it triggers upward social comparison and invidious emotions.”
One concern is that Facebook Pages that have large followings and often get more Likes than individual users’ posts could miss out on extra engagement and reach without that herd mentality. Some Canadian influencers have complained about reduced reach since the hidden Likes test launched their on Instagram, but there’s been no conclusive data to prove that and Facebook will still use the number of Likes as part of its ranking algorithm.
If Facebook wants to build a social network people continue using for another 15 years, it has to put their well-being first — above brands, above engagement, and above ad dollars. It also needs better controls for notifications and warnings when you’ve been passively scrolling for too long. But if the Like hiding works and eventually becomes standard, it could help Facebook get back to the off-the-cuff sharing that made it a hit at colleges so long ago. No one wants to be in a life-long popularity contest.
Snapchat never had Likes. Come see my interview with Snapchat CEO Evan Spiegel at TechCrunch Disrupt SF (Oct 2nd-4th — tickets here) to learn more about how social networks are adapting to growing mental health concerns.
A National Transportation Safety Board review of two fatal crashes suggests pilots may have been overwhelmed by multiple alerts and warnings.
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