This document summarizes Rand Fishkin's presentation on how marketers can keep up with Google in 2017 and beyond. It discusses 5 key things marketers must do: 1) diversify traffic sources to reduce reliance on Google, 2) create a scalable link building strategy with decreasing friction, 3) use searcher intent and changing SERP features to break through Google's results, 4) evolve keyword targeting to match Google's sophistication, and 5) focus on searcher engagement which may be a new key ranking factor. The presentation explores how Google is increasingly using machine learning and user data in its algorithms.
Digital marketing strategy for B2B sectorMoses Gomes
Here is a simple DIY for B2B and entrepreneurs on how to use social media and internet marketing strategies for lead generation, engagement and branding. This presentation presents some simple key techniques to help on different social media and technology elements for engagement with customers.
This new Spotlight Report explores the goals and challenges associated with marketing analytics. It shows how marketing success is measured, evaluated, reported and optimized. The report data and charts are based on a comprehensive survey of marketing professionals in our Technology Marketing Community on LinkedIn.
Key findings include:
- Marketers expect four key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI, (2) better prioritization of marketing tactics, (3) better marketing message and positioning, and (4) better demonstration of the value marketing contributes to sales.
- Gaining actionable insights from marketing analytics is by far the most important business objective. Being able to combine data to achieve those insights is the top operational objective.
- Lack of resources, data quality, and lack of system integration are the most mentioned challenges.
- Marketing analytics budgets are expected to grow for about half of respondents.
- The most popular applications for marketing analytics are Google Analytics and Microsoft Excel.
We hope you will enjoy the report - you can download it here: http://www.marketingbuddy.com/download-the-marketing-analytics-report/
Performance Marketing in a digital worldForestView
This is the introductory presentation that Zhivko Kalotov, Country Manager of ForestView Bulgaria, delivered at the "Performance Marketing in a Digital World" Masterclass. The event was hosted on March 12, 2014 by ForestView, in collaboration with the Bulgarian Association of Advertisers.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
A good SEO strategy has the potential to attract quality traffic to your website. It helps improve your website rankings and can funnel new visitors to your website, which can have a dramatic impact on your business thus increasing the traffic leads to an increase in sales. We create a custom made a strong SEO strategy that helps grow your business revenue. Leverage the power of SEO.
These slides were presented at the Semrush webinar "Top E-commerce Marketing Channels in 2021". Video replay is available at https://www.semrush.com/webinars/top-e-commerce-marketing-channels-in-2021/
Digital Marketing Trends and Must Have for 2023 Benu Aggarwal
Sharing latest Digital Marketing trends and must have for 2023.
As we say goodbye to 2022 and welcome in 2023, it is a great time to review noticeable changes in search and consumer behaviors and next year plan for key digital marketing initiatives. In this webinar, we have discussed most significant search, digital marketing & consumer trends, and the must-haves for digital marketers in 2023.
https://vimeo.com/778999690 (Video)
Digital marketing strategy for B2B sectorMoses Gomes
Here is a simple DIY for B2B and entrepreneurs on how to use social media and internet marketing strategies for lead generation, engagement and branding. This presentation presents some simple key techniques to help on different social media and technology elements for engagement with customers.
This new Spotlight Report explores the goals and challenges associated with marketing analytics. It shows how marketing success is measured, evaluated, reported and optimized. The report data and charts are based on a comprehensive survey of marketing professionals in our Technology Marketing Community on LinkedIn.
Key findings include:
- Marketers expect four key benefits from marketing analytics: (1) better understanding which marketing platforms deliver the most ROI, (2) better prioritization of marketing tactics, (3) better marketing message and positioning, and (4) better demonstration of the value marketing contributes to sales.
- Gaining actionable insights from marketing analytics is by far the most important business objective. Being able to combine data to achieve those insights is the top operational objective.
- Lack of resources, data quality, and lack of system integration are the most mentioned challenges.
- Marketing analytics budgets are expected to grow for about half of respondents.
- The most popular applications for marketing analytics are Google Analytics and Microsoft Excel.
We hope you will enjoy the report - you can download it here: http://www.marketingbuddy.com/download-the-marketing-analytics-report/
Performance Marketing in a digital worldForestView
This is the introductory presentation that Zhivko Kalotov, Country Manager of ForestView Bulgaria, delivered at the "Performance Marketing in a Digital World" Masterclass. The event was hosted on March 12, 2014 by ForestView, in collaboration with the Bulgarian Association of Advertisers.
Digital Marketing for B2B: Introduction and Steps to Get Started.Thomas Webster
An introduction to digital marketing for B2B - exploring key trends, frameworks for digital marketing strategy and tips to help you get started with digital marketing, social media, SEO and content marketing.
A good SEO strategy has the potential to attract quality traffic to your website. It helps improve your website rankings and can funnel new visitors to your website, which can have a dramatic impact on your business thus increasing the traffic leads to an increase in sales. We create a custom made a strong SEO strategy that helps grow your business revenue. Leverage the power of SEO.
These slides were presented at the Semrush webinar "Top E-commerce Marketing Channels in 2021". Video replay is available at https://www.semrush.com/webinars/top-e-commerce-marketing-channels-in-2021/
Digital Marketing Trends and Must Have for 2023 Benu Aggarwal
Sharing latest Digital Marketing trends and must have for 2023.
As we say goodbye to 2022 and welcome in 2023, it is a great time to review noticeable changes in search and consumer behaviors and next year plan for key digital marketing initiatives. In this webinar, we have discussed most significant search, digital marketing & consumer trends, and the must-haves for digital marketers in 2023.
https://vimeo.com/778999690 (Video)
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
SEO Audit Workshop : Frameworks , Techniques and Tools NEW MEDIA GURU
This webinar will cover practical steps , tools and process for conducting SEO audit from time to time. SEO audits can be used for a variety of benefits and can yield data which can help other digital marketing initiatives and SEO strategy itself.
Webinar will cover the following
1. Framework and process for SEO audit
2. Tools and their usage in SEO audits
3. How to present your SEO audit reports to various levels of management
4. How to created actionable next steps from SEO audit
This strategy used a company for a year. I'm sharing this strategy combined with a case study. You can reach every single detail about technological B2B Digital Marketing Strategy.
How is Artificial Intelligence transforming the way of digital marketing?MakeWebBetter
Hey, guys, we have come up with the idea of introducing the concept of artificial intelligence in digital marketing strategies.
Here is what we have covered in our presentation :
>> What is Digital Marketing?
>> What is Artificial Intelligence?
>> Why do we need to think about digital marketing using AI?
>> How is AI changing the way of digital marketing strategies?
>> Why do businesses need to combined their marketing strategies with AI?
>> Some popular case studies on AI and its tools being used by companies.
>> What are the latest statistics on artificial intelligence and the related trends?
>> Conclusion with the advantages
So guys, if you think you are in the developing phase of your business then you really need to see an eye to eye with right marketing strategies to stand in front of the curve in a long run.
For this, we feel blessed to provide you with necessary tutorials constantly, if you like our post, like and share it.
To know us to visit: www.makewebbetter.com
Follow us on:
Twitter - https://twitter.com/makewebbetter?lang=en
Instagram - https://www.instagram.com/makewebbetter/
Facebook - https://www.facebook.com/makewebbetter/
Stay connected to keep getting more updates.
Thanks For Watching
Team MakeWebBetter
While PPC can show off a direct ROI, your SEO efforts can be harder to quantify. Knowing how to report on SEO, and knowing how to communicate your efforts can make a difference whether you’re in-house, in an agency, or on your own.
Join Portent's Director of SEO, Josh Patrice, and learn what makes a good report that will impact your clients and set you up for success!
Upcoming Trends in Digital Marketing in 2024.pptxdollykaushal3
Upcoming Trends in Digital Marketing in 2024
AI Revolutionizing Content Creation
Video Dominance Continues on YouTube
Instagram's Evolution: From Pictures to Shopping
Google Analytics for Beginners - TrainingRuben Vezzoli
I used this presentation for an internal training about Google Analytics and Web Analytics.
Google Analytics Training for Beginners.
Google Analytics Tutorial
Google Analytics for Dummies
Google Analytics Guide
Presented at Social Media Strategic Planning Process Workshop during the Bahrain International eGovernment Forum 2013 by Mr. Eirc Mills, President - National Institute for Social Media, organized by Social Media Club Bahrain
PPC Google AdWords Proposal Sample for Client PitchingeMarket Education
This PPC Google Ads proposal sample is for all digital marketing professionals who would like to have a simple and strong understanding format for client pitching.
Search engine optimization (SEO) may seem straightforward on the surface, but in practice, there are hundreds of interlocking pieces that must be monitored and adjusted in order to see positive results. The process is even more complicated for e-commerce sites, which operate under a unique set of circumstances and must adhere to a distinct set of best practices. All the fundamentals still apply: publishing great content, earning quality inbound links, and maintaining an ongoing social media campaign.
Marketing automation doesn’t have to mean automating spam. You can automate marketing people love.This presentation includes the data you need to know to automate your marketing efforts, including channels from email marketing to social media. Using large datasets and real data, you’ve never seen marketing automation taught like this.
Digital Marketing Strategy by Digital Marketing guru Joanne Sweeney-Burke of Digital Training Institute. How to build a digital marketing strategy, the steps to creating a successful digital marketing campaign, measuring digital marketing, web marketing and social media marketing.
Joanne Sweeney-Burke is owner of Media Box and Digital Training Institute and has a Masters in Digital Marketing.
SEO Audit Workshop : Frameworks , Techniques and Tools NEW MEDIA GURU
This webinar will cover practical steps , tools and process for conducting SEO audit from time to time. SEO audits can be used for a variety of benefits and can yield data which can help other digital marketing initiatives and SEO strategy itself.
Webinar will cover the following
1. Framework and process for SEO audit
2. Tools and their usage in SEO audits
3. How to present your SEO audit reports to various levels of management
4. How to created actionable next steps from SEO audit
This strategy used a company for a year. I'm sharing this strategy combined with a case study. You can reach every single detail about technological B2B Digital Marketing Strategy.
How is Artificial Intelligence transforming the way of digital marketing?MakeWebBetter
Hey, guys, we have come up with the idea of introducing the concept of artificial intelligence in digital marketing strategies.
Here is what we have covered in our presentation :
>> What is Digital Marketing?
>> What is Artificial Intelligence?
>> Why do we need to think about digital marketing using AI?
>> How is AI changing the way of digital marketing strategies?
>> Why do businesses need to combined their marketing strategies with AI?
>> Some popular case studies on AI and its tools being used by companies.
>> What are the latest statistics on artificial intelligence and the related trends?
>> Conclusion with the advantages
So guys, if you think you are in the developing phase of your business then you really need to see an eye to eye with right marketing strategies to stand in front of the curve in a long run.
For this, we feel blessed to provide you with necessary tutorials constantly, if you like our post, like and share it.
To know us to visit: www.makewebbetter.com
Follow us on:
Twitter - https://twitter.com/makewebbetter?lang=en
Instagram - https://www.instagram.com/makewebbetter/
Facebook - https://www.facebook.com/makewebbetter/
Stay connected to keep getting more updates.
Thanks For Watching
Team MakeWebBetter
While PPC can show off a direct ROI, your SEO efforts can be harder to quantify. Knowing how to report on SEO, and knowing how to communicate your efforts can make a difference whether you’re in-house, in an agency, or on your own.
Join Portent's Director of SEO, Josh Patrice, and learn what makes a good report that will impact your clients and set you up for success!
Upcoming Trends in Digital Marketing in 2024.pptxdollykaushal3
Upcoming Trends in Digital Marketing in 2024
AI Revolutionizing Content Creation
Video Dominance Continues on YouTube
Instagram's Evolution: From Pictures to Shopping
Google Analytics for Beginners - TrainingRuben Vezzoli
I used this presentation for an internal training about Google Analytics and Web Analytics.
Google Analytics Training for Beginners.
Google Analytics Tutorial
Google Analytics for Dummies
Google Analytics Guide
Presented at Social Media Strategic Planning Process Workshop during the Bahrain International eGovernment Forum 2013 by Mr. Eirc Mills, President - National Institute for Social Media, organized by Social Media Club Bahrain
PPC Google AdWords Proposal Sample for Client PitchingeMarket Education
This PPC Google Ads proposal sample is for all digital marketing professionals who would like to have a simple and strong understanding format for client pitching.
Search engine optimization (SEO) may seem straightforward on the surface, but in practice, there are hundreds of interlocking pieces that must be monitored and adjusted in order to see positive results. The process is even more complicated for e-commerce sites, which operate under a unique set of circumstances and must adhere to a distinct set of best practices. All the fundamentals still apply: publishing great content, earning quality inbound links, and maintaining an ongoing social media campaign.
Marketing automation doesn’t have to mean automating spam. You can automate marketing people love.This presentation includes the data you need to know to automate your marketing efforts, including channels from email marketing to social media. Using large datasets and real data, you’ve never seen marketing automation taught like this.
A Guide to User Research (for People Who Don't Like Talking to Other People)Stephanie Wills
Here are some methods and tips for user research noobs, care of someone who made the jump from academic to digital strategy. Much thanks to @mattypilz.
The Science behind Viral Marketing is a look at the key factors that drive growth in viral marketing. (Hint, the most important factor is not the one everyone expects.) It also looks at what is needed to get virality to work, and how to create and optimize viral marketing campaigns or viral products.
One part of the presntation shows the key formulae behind viral marketing.
Suitable for marketers or for product designers.
Lean Community Building: Getting the Most Bang for Your Time & MoneyJennifer Lopez
You want to grow your organization's community, but that simply takes more time, money, and general people power than you have access to. Jen walks you through some ways to grow and focus on your community while on a small budget, with limited resources. You'll walk away with tools and tips to help you on your way to community bliss.
Using Your Growth Model to Drive Smarter High Tempo TestingSean Ellis
In this presentation, Sean Ellis highlights how to use a growth model to inform your high tempo testing efforts. It goes through the key steps for building your growth model including establishing a north star metric, and identifying your "aha moment" and the core benefit that drives retention. Finally he shows how the GrowthHackers team has used a growth model to plan our growth roadmap.
10 Mobile Marketing Campaigns That Went Viral and Made MillionsMark Fidelman
How do the best companies and agencies create effective mobile marketing campaigns that have high ROI and awareness? What are the best tools out there for you to use when trying to reach your target audience on mobile? Mobile marketing is becoming an indispensable solution to create awareness, drive sales, and entice users to act. But where do you start? How do you measure success? I'll cover how the best are doing it and reveal their secrets to you for the first time.
We’re going to cover best practices that top brands use to drive referrals and customer acquisition:
The following best practice examples come from companies that actually sell something. !
People always ask: “How do I get more referrals?” ! That’s easy. ! Focus on two things that really move the needle. ! User participation & Optimization
Again, two things really ‘move the needle’ for referral program performance. User Participation Optimization
User Participation Location matters
Homepage & Navigation Best practices: ! • Site-wide • Highly visible (upper-le#)
Order Confirmation Page Best practices: ! • Pop-up overlay • Varied offers
User Account Page Best practices: ! • Embedded • On button click - if you have to • PURLs
Stand Alone Referral Page Promote / drive traffic from: ! • Homepage & Navigation • Dedicated email blasts • Trigger emails & newsletters • Social following • Customer service follow up • Email signature
Dedicated Email Blasts Best practices: ! • Single call to action • Clear offer • Schedule (monthly / quarterly)
Your ‘reach’ may be bigger than you think…
Optimization Increase sharing rates and referral conversion rates
What to measure Shares ! Widget Impressions ! = Sharing Rate Conversions ! Referral Visits ! = Referral Conversion Rate Referral Visits
Sharing Rate - optimize call to action Best practices: ! • Clear call to action • What’s in it for them • What their friends get (if double-sided) • Address book importing
Sharing Rate - optimize design + 42% sharing rate • Red, italic headline • Background image
A B C • Purple bracelets • Green bracelets • “Expires in 24 hours!” • Woman on beach • “Expires in 24 hours!” + 35% Gain
Doubled referral visits and referral sales
Welcome overlay • Friend incentive • Email capture • Reveal code
Session-based • Dynamic message
Dedicated landing page • No distractions
1 Offers for sharer & friend 2 Calls to action for sharer & friend 3 Shared content (copy & images) 4 Shared email subject line Elements for testing 5 Referred visitor experience
Calls to Action - quick tips Tip 1: Verb + What’s in it for me? Tip 2: “I want to ___________.” • Get $10 in store credit. • Get a free month. • Give $10, Get $10 • Share and earn $10
Referral Benchmarks How are you doing?
Sharing
Referral Visits
Referred Visitors
Cost Per Acquisition CPA
Revenue Lift
Examples of Campaign Metrics Example companies by size
Where to start optimizing (30 day snapshot - 3 companies) a Rockin’ b Work on sharing rate c Work on conversion rate
Party Foul ! The biggest mistake people make . . .
Don’t force a login or registration 90% drop off!
Recap Follow best practices and avoid common pitfalls.
View how"out-of-the-box" thinkers David Skok and Mike Volpe define an optimized sales and marketing funnel; and describe how to identify problems and create long-lasting solutions for your organization during this complimentary one-hour online training session: http://www.hubspot.com/webinars/optimize-the-sales-and-marketing-funnel/
A good beginners overview of wireframes.
• Why wireframe?
• Types of wireframes
• Where do you start?
• Interactive wireframes/ Prototyping
• Tools
• Wireframe workshop
Johnathan is the founder of KlientBoost, a no-nonsense, creative kick-ass PPC agency that hustles for results & ROI. He’s been named the 2015 “Conversion Marketer To Watch” by Unbounce’s readers.
1) Single Keyword Ad Groups 2) Ad Group Level Negatives 3) Multi Intent Keywords 4) The Five Ad Tests 5) Aggressive Ad Testing 6) AdWords is Your Carrot 7) Insane Importance of Design 8) Multi Step Landing Pages 9) Your Landing Page Offer 10) The Price Focus CTA
Single Keyword Ad Groups 1
Google’s advice…
That would mean…
But it should be… keyword 1 keyword 2
What happens to your CTR
Higher search-to-ad relevancy = higher CTR = higher quality scores = lower cpc = lower cost per conversion.
Your new ad group structure =
Ad Group Level Negatives 2
Killing off internal competition
What it means… Ad group = “web analytics” Ad group = “web analytics stripe” Ad group = “web analytics braintree” Ad group = “web analytics paypal”
What it means… Ad group = “web analytics” Ad group level negative keywords - stripe - braintree - paypal
Search terms should look like…
See what’s holding you back
Multi Intent Keywords 3
The Search Buying Cycle
Search Buying Cycle Awareness Consideration Action “broken transmission” “whats my car worth” “sell my car”
The Five Ad Tests 4
Proximity
Source: ThinkWithGoogle.com
Proximity Source: Hanapin Source: Engine Ready
30% increase in conversions
Countdowns 32% CTR boost & 3% conv/rate improvement
Specificity How to Get 6,312 Subscribers to Your Business Blog in One Day How to Get Over 6,000 Subscribers to Your Business Blog in One Day How to Get a Torrent of Subscribers to Your Business Blog in One Day
Specificity 88% CTR boost & 23% conv/rate improvement
Timeliness 217% CTR boost & 23% conv/rate improvement
Aggressive Ad Testing 5
Get Aggressive!
Isolate and label Headline Display URL Description 1 Description 2
Let time pass, then filter
GetDataDriven.com/ab-significance-test
6 AdWords is Just Your Carrot
“Cats are your customers, AdWords is your laser pointer”
7 Insane Importance of Design
How fast do people judge you?
Visual & Aesthetic Judgement Research at Google International Journal of Human-Computer Studies, vol. 70(11) (2012), pp. 794-811 |——————————————| 1 full second 50 ms = 0.05 second
Insane Important of Design 6
8 Multi Step Landing Pages
Single step landing pages are threatening
9 Your Landing Page Offer
Conversion Rate Optimization 101 “What makes a good value proposition? An offer that’s differentiated from your competitors.” — Peep Laja, CRO Expert at ConversionXL
A lot more valuable than your competitors Make your offer
10 The Price Focus CTA
Struggling with CTA ideas? Get Pricing & More Info
32 New Hacks To Get More Phone Leads With AdWords & CRO kboo.st/kiss-phone (60 pages deep!)
The Price Focus CTA landingpages@klientboost.com
This educational workshop is perfect for paid social practitioners who want to learn more about how to best reach LinkedIn members in their Feed or via Text Ads. Session will include hands on work with our platform, tools, and dashboards. Inquire with your Account Executive if you would like to attend.
http://www.positivebusinessonline.com presentation to the Gold Coast WordPress Users Meetup group on Mastering Google Adwords in 30 minutes. Check the resources on the last slide for further information and learning around Pay Per Click (PPC) Marketing, and to link bank to our website for more detail and assistance setting up an effective an profitable ad campaign.
Stop Leaving Money on the Table! Optimizing your Site for Users and RevenueJosh Patrice
Conversion Rate Optimization can and will help you get more leads, convert more users, and make more money. So stop leaving money on the table!
Learn tips, tactics, tools, and techniques to build an actionable plan that will help connect with your users. Through case studies, examples, and best practices learn how to:
Understand the basics of User Psychology
Build basic Personas & Action Paths
The importance of User Experience & Page Design
Leverage analytics data
Easy ways to improve Bounce Rate and Time on Site
Using AIDA as part of your online marketing strategy
Crafting effective Calls to Action
Start A/B testing
Google Analytics Fundamentals: Set Up and Basics for MeasurementOrbit Media Studios
Once you have Google Analytics installed, here are the steps for setting things up and doing basic analysis on your website. This presentation covers:
• Setting up goals
• Adding filters to remove traffic from yourself
• Excluding traffic from bots and spiders
• Setting up "site search" reports
• Annotations and shortcuts
We also jump into the basic report configurations, including secondary dimensions, advanced filters and views. This covers most of what you need to know to start getting value from Google Analytics!
Rand Fishkin's presentation covering 7 of the biggest trends in SEO in 2016 from changes in Google's handling of keywords to CTR opportunities to machine learning and more.
SEO on the SERPs - Brighton SEO Closing TalkRand Fishkin
Rand's presentation from Brighton SEO, Fall 2018 focusing on the shifts in Google's behavior toward the SERP and away from referring outlinking traffic.
What Startup Execs Need to Know About SEO in 2017Rand Fishkin
Rand's presentation to Foundry Group's portfolio of startup execs in August 2017, covering 5 important areas of knowledge around SEO at the executive level.
On Friday, August 24th, Rand Fishkin was a keynote at the 4th Annual Utah Digital Marketing Collective Conference:
Recap and video of this presentation will be located here, along with all of the other presenters. http://www.utahdmc.org/dmc-2018
Founder of Moz, founder, and CEO of Sparktoro, keynote speaker, SEO expert
Rand Fishkin is the founder of SparkToro and was previously cofounder of Moz and Inbound.org. He’s dedicated his professional life to helping people do better marketing through the Whiteboard Friday video series, his blog, and his book, Lost and Founder: A Painfully Honest Field Guide to the Startup World. When Rand’s not working, he’s most likely to be in the company of his partner in marriage and (mostly petty) crime, author Geraldine DeRuiter. If you feed him great pasta or great whiskey, he’ll give you the cheat code to rank #1 on Google.
Session Description
What’s changed in how people search the web, and how search engines serve results (and what that means for marketing)
Google My Business is a free and easy-to-use tool for businesses and organizations to manage their online presence across Google, including Search and Maps. By verifying and editing your business information, you can both help customers find you and tell them the story of your business.
SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines
First Things First, What Is SEO?
SEO is simply any work carried out to increase the number and more importantly the quality of visitors to your website by making sure the website ranks in the search engines (Google etc.) for words and phrases related to what you are selling. If you sell car insurance then you want to be on page 1 of Google, preferably number 1, when someone types in car insurance. Simple.
How Do You Start SEO?
You research what words and phrases people use to buy the products and services you are selling, this is known as keyword research. The purpose of this it to make sure your pages are optimised for relevant words and phrases. It's worth noting, just because lots of people use a particular phrase doesn't mean you should optimise for it, if the competition for the phrase is tough (lots of other established sites are chasing the phrase) then you might be better chasing other less competitive phrases.
OK, I Get That, What Next?
Next you optimise your pages using the words and phrases you found. There are certain elements of a web page (title, meta, headers) that search engines focus on and these need to be set-up correctly.
Is That It?
Sadly not, because anyone can carry out keyword research and optimise their pages there are loads of well optimised pages about any given subject so Google needs a way of deciding which ones are best. It does this by measuring the number and quality of the links to your pages from pages on other websites.
How Do I Do Link Building?
In summary there are two approaches to link building. You can buy them, which is against Google's guidelines or earn them, our preferred method.
What Do I Need to Watch For When Buying SEO?
Nobody can guarantee a ranking unless they are using techniques that could get you banned from the search engines, which isn't ideal.
And Finally...
SEO can get your head in a spin. Like many things in life there are lots of different opinions on what works and what doesn't. Although there may be some magical formulae kicking around - doubtful - one thing is for sure, if you get your basic site structure and on page tagging right you will be on track for search engine success.
Fight Back Against Back: How Search Engines & Social Networks' AI Impacts Mar...Rand Fishkin
Rand's presentation on machine learning and deep learning in Google, Facebook, and beyond, and how engagement reputation will become key to every online marketing effort.
Google's evolution into deep learning has created a whole new kind of algorithm; one that differs substantially from the type of ranking system SEOs & marketers have become used to over the past 17 years. In this presentation, Rand explores the changes Google's made, and how it impacts the actions necessary to be successful in 2016 and beyond.
SearchLove Boston 2015 | Rand Fishkin, 'Ranking Signals of the Future'Distilled
Every year in the web world, we experience dramatic changes and upheaval that impacts how web marketers need to do their job. 2015 is no different, and in this presentation, Rand will show off the major trends and shifts from search engines, social platforms, and consumer behavior alongside the strategies and tactics to stay ahead of the curve and earn valuable traffic.
Search Marketing Success: Dominate Search in 2011One to One
OTOi, a division of One to One Interactive, is pleased to present a live, one-hour webinar on actionable Search Engine Marketing (SEM) tactics, designed to help you - interactive marketing professionals - prioritize strategies, identify tests, and isolate opportunities to outpace the competition in 2011.
Our SEM experts will review the Top Ten To-Do list for maximizing your company’s search marketing strategy, expanding your reach, and increasing ROI:
1. Manage queries not keywords
2. Move beyond the engines
3. Mobilize your search campaign
4. Get local
5. Socialize your SEO
6. Tailor your results
7. Let customers help you optimize
8. Hitch yourself to the Google wagon
9. Educate to integrate
10. Budget for failures
Rand's presentation from the Marketing Loves Sales conference in Portland, Oregon, covering the landscape of search, and tactical tips for B2B practitioners of SEO.
Similar to Keeping Up With SEO in 2017 & Beyond (20)
Get an early look at the marketing and customer research problems SparkToro exists to solve, beta product screenshots, use cases, and pricing/launch plans.
As web marketing undergoes its biggest shift in a decade, how we impact audiences needs to evolve. In this presentation, Rand shows how web marketers in content, search, social, and advertising (+ influencer marketing) can shift their strategic and tactical investments to align with what the big platforms offer, and how consumer behavior has changed, too.
Influencer marketing can be a powerful tactic, but the practice is far too narrow, and often focused on wrong metrics. In this presentation, Rand expands on what marketing through influence can do, and shows examples of a higher ROI form of marketing through channels of influence (not just Instagram & YouTube "influencers")
How to Kick Butt with Your Email OutreachRand Fishkin
Rand's presentation from Searchlove on how to get (almost) everything you've ever wanted with just an email. If you're trying to do email outreach to improve your content marketing, social media efforts, link building, public relations opportunities, networking, product feedback, and more, these slides are for you!
One of the biggest reasons startups fail is the inability to scalably attract customers at low cost. In this presentation, Rand covers 8 reasons startups miss out on marketing success, and tips for how to overcome these pitfalls.
The Invisible Giant that Mucks Up Our MarketingRand Fishkin
Rand's presentation on the biases of cultural conditioning in the marketing world, and how history and media nudges marketers to make bad choices (along with loads of tactical SEO, social media, and content marketing tips).
How to Survive Google's Trojan Horsing of the WebRand Fishkin
Rand's presentation from Mozcon 2017 on how Google enters and often crowds out competitors in vertical search spaces (and how marketers can fight back against this threat).
Thanks to a partnership with Jumpshot, Moz is presenting data about Google's search growth, click distribution, and more via a panel of millions of US web users.
This presentation examines how Google's ranking systems have prioritized searcher-task-accomplishment, and how SEOs must respond by optimizing for this process.
Rand's presentation on how to select strategic, digital marketing investments for your brand. Advice: step back, stop doing what you're good at or what you've been hired/asked to do in order to figure out what channels and tactics might work even better.
When SEO and UX practices are combined, the results can be extraordinary. Rand walks through how the practices have evolved to have far more combined value than tensions and tradeoffs, and some ways for each to learn from the other.
Why do some pieces of "10X" content make the leap while others languish in obscurity? Rand examines the common elements that make for success vs. failure in this analysis of 99 unique pieces of extremely high quality content pieces.
Strategies to Drive Web Traffic in the Real Estate WorldRand Fishkin
Rand's presentation at Inman Connect 2017, on how SEO, social media, content, email, and advertising can work to successfully drive traffic to real estate websites.
Incorporating Clicks, Attention and Satisfaction into a SERP Evaluation ModelRand Fishkin
Slides by Aleksandr Chuklin and Maarten de Rijke, presented at the 2016 CIKM Conference. The authors propose a methodology for better evaluating searcher satisfaction and incorporating it into how search results are evaluated and ranked.
p.s. This document was originally published at https://www.researchgate.net/publication/309416715_Slides_Incorporating_Clicks_Attention_and_Satisfaction_into_a_SERP_Evaluation_Model
The same shifts we've seen in machine learning, deep learning, and user behavior are coming to the link world. In this presentation, Rand explores what it means for SEOs, and how to combine long and short term strategy to win the SERPs
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
15. ~51% of all the
clicks that happen on
Google.com US
search results go to
organic, non-Google
results
Distribution of Clicks on Organic Results
16. But 49% of clicks
go to Google
properties of one
kind or another
(Maps, YouTube,
Ads, etc)
Distribution of Clicks on Organic Results
17. ~40% of
searches result
in no clicks at
all
For weather
queries like
this, it’s ~75%
Lots of “No-Click” Searches Happen, Too:
18. ~25% of desktop queries come
through Chrome Instant, and many of
those that load result in no clicks (as
searchers are still
typing/refining/choosing)
Search Suggest May Be Biasing Behavior
19. 1) youtube.com
2) wikipedia.org
3) facebook.com
4) amazon.com
5)
stackoverflow.com
6) pinterest.com
7) reddit.com
8) ebay.com
9) zillow.com
10) imdb.com
11) linkedin.com
12) yelp.com
13) xvideos.com
14) quora.com
15) tripadvisor.com
16) walmart.com
17)
answers.yahoo.com
18) pornhub.com
19) nih.nlm.ncbi.gov
20) netflix.com
Together, these
20 sites
account for
22.8% of all
Google search
traffic referrals
Top Sites Receiving Google US Traffic
20. Top 20 Websites 22.8%
Top 100 Websites
30.59
%
Top 1,000 Websites
45.58
%
Top 10,000 Websites
62.66
%
Distribution of Google’s Search Clicks
33. See Where Your Competition Gets Their Traffic:
Via SimilarWeb Pro
These are the sites
that sent traffic to
WarbyParker.com in
March, 2016
34. Apply different tactics
to reach audiences on
different sites
Amazon’s ranking
factors can be
found here.
Conversion rate
plays a big role.
35. Consider Content for Multiple Engines
Moz first puts videos up on our site, then later uploads
to YouTube to benefit from both classic SEO and video
44. You can make these estimates yourself when evaluating
keywords for SEO effort:
45. Or you can use a tool like Keyword Explorer to get the
CTR Opportunity scores
100% CTR
Opportunity
60% CTR
Opportunity
46. It’s Possible to Use SEO to Get Into Featured Snippets
(and earn big CTR boosts)
They beat out Wikipedia by
phrasing the content to
match the *answer* Google
wanted for this search
query
47. More on How to Become theAnswer:
Via Dr. Pete (and more Dr. Pete)
48. The Classic Source of Volume Data is GoogleAdWords,
and there’s a Lot of Weirdness There
54. It sure looks like
Google knows about
some closely related
keywords that have
search volume!
55. Don’t Use Google’s Volume Numbers asAbsolutes,
Only as Relative Comparisons
There are probably
more people searching
for “champagne flutes”
than “toasting flutes”,
but 12,100 and 1,900
almost certainly aren’t
the real quantities.
56. Google Trends is Good for Volume Comparison
“Champagne flutes” is
likely ~5-10X the
volume of “toasting
flutes”
57. KW Explorer Uses Clickstream Data and Volume Ranges
that May Give GreaterAccuracy
In our tests, these ranges
contained the true search
volume 95% of the time.
58. Want the Best DataAbout Volume, Conversions,
and Trends?
You’ll need to buy the
keywords and measure
directly in AdWords.
59. Don’t Rely Exclusively on KW Planner for Keyword
Suggestions/Ideas
Search Suggest and
Related Searches are smart
additions (and totally free)
60. 7 Kinds of KW Research Expansions to Try:
1) Search
Suggest
2) People Also Search
For…
3) Similar Pages Rank
For…
4) Semantically Connected
Terms
5) Topically-Related Searches
6) Questions Containing these KWs
7) AdWords (Commercial)
61. Tools that Have These Discovery Options:
1
)
2
)
3
)
4
)
5
)
6
)
(Free & Paid) SEMRush
(Free & Paid) KeywordTool.io
7
)
(Paid) SimilarWeb
(Free & Paid) Moz KW Explorer
(Free) Ubersuggest
(Free) Answer The Public
62. Use Searcher Intent & SERP
Features to Break Through
Google’s Changing Results#3
63. 18 Unique Types of SERPs that
Show Up in 0.5%+ of Google’s
Results
One of my favorites: the “disaster type”
64. In our data, only ~3%
of results are the
“classic ten blue links”
kind
68. And on mobile, even
more kinds of searches
are limited to particular
networks (Google Play &
iPhone App Store).
69. Analyze Which Types of SERPsAppear Most in the
Keywords You CareAbout
These show me how
many of each SERP type
appears in the results for
this keyword list (via
70. Then Determine What Verticals & SERPTypes You
Need to Optimize For
It might pay to
generate some
visual charts in
addition to a
text-only
version…
73. Be On the Right Platform For Your SERPs:
Videos:
E-Commerce:
Podcasts:
Local Businesses:
News:
Apps:
YouTube Vimeo Facebook
G Shopping Amazon eBay Etsy
G
Play
iTunes
G
Maps
SoundcloudLibsyn
Apple Maps Bing Maps
G News
iTunes G
78. On-Page SEO is No Longer
Satisfied by Raw Keyword Use
Either
These keywords are nearly
as important to use on a
page targeting the query as
the query keywords
themselves
80. Matching Your Content to What SearchersAre
Seeking is Critical, Too
Trulia knows searchers want
home prices, by
neighborhood, with trend
data, zipcode filters, and a
zoomable map.
81. Use of related topics to indicate the content’s
relevance
Serving KWs w/ matching intent together on one page
Thorough answers/solutions to the searcher’s query
Unique value over what other sites in the SERPs
Intelligent keyword use in page title, meta
description, URL, and top few paragraphs (just as
before)
On-Page SEO in 2016 Requires
86. Bookserf’s Long-Term Link Strategy
Rank in
search for
book names
(especially in
Turkey &
other
operating
regions)
Encourage
members to link
to their profiles &
favorite books;
partner w/
retailers &
authors to earn
links from their
Link nudges
during account
setup, and upon
completion of
activities on the
site. Direct
outreach to
authors/retailers.
1. Links from
members
2. Links &
mentions from
authors/retailer
s
3. Rankings for
key terms
4. Search visits
Link
Goals
Strategic
Approach
Tactical
Initiatives
KPI
Metrics
87. We Also Need…
Buy-In on Experimentation
Via PointBlankSEO and Allie Brown
Link tactics like an
event photo gallery
might work, but it
also might fall flat.
Link building needs
room to try and fail.
89. A Balance Between Long-Term
Investments & Short-Term Hacks
High upfront costs
Pay (in time/$$) as you
go
Long-Term
Investments
Slow to show ROI
Earn links while you sleep
Non-existent Spam Risk
Can Show Fast ROI
Effort In = Links Out
Can Have Spam Risk
Short-Term Hacks
91. Moz’s
Flywheel
KW Research +
Industry Intuition
Publish
Content
Promote via
Social Channels
Push to email
+ RSS
subscribers
Earn Links +
Amplification Grow social, email,
RSS, & WoM
channels
Grow Domain
Authority
Earn Search &
Referral Traffic
Rank for More
Competitive KWs
92. KW Research +
Industry Intuition
Publish
Content
Promote via
Social Channels
Push to email
+ RSS
subscribers
Earn Links +
Amplification Grow social, email,
RSS, & WoM
channels
Grow Domain
Authority
Earn Search &
Referral Traffic
Rank for More
Competitive KWs
In 2006, I was lucky
if new content led to
any links or rankings
at all
93. KW Research +
Industry Intuition
Publish
Content
Promote via
Social Channels
Push to email
+ RSS
subscribers
Earn Links +
Amplification Grow social, email,
RSS, & WoM
channels
Grow Domain
Authority
Earn Search &
Referral Traffic
Rank for More
Competitive KWs
But, by 2016, nearly
every post earns a
handful of links, &
some earn a lot!
97. But… Almost Every Flywheel Finds
a Point (or Points) of Friction
Publish
Content
Promote via
Social Channels
Push to email
+ RSS
subscribers
Crap… We’re not reaching
anyone who will link/amplify us
99. Hacks aren’t necessarily evil,
spammy, or without value.
They can be highly useful when
applied to a sound link strategy.
100. The Formula for Link Building that Will
Work in Google for Years to Come:
Strategic
Roadmap
Scalable
Flywheel
Long-Term
Investments
Hacks to
Remove
Friction
+ + +
104. And that all of these
queries probably share
intent and should bring
back similar kinds of
105. Google Uses User, Usage, & Engagement
Data to Determine How to Rank Content
I hate bullet
points, but
this slide from
Google Search
Engineer Paul
Haahr, shows
how clicks are
used to grade
performance
Via How Google Works on Slideshare
106. This is a good SERP –
searchers rarely bounce, rarely
short-click, and rarely need to
enter other queries or go to
page 2.
107. This is a bad SERP –
searchers bounce often,
click other results, rarely
long-click, and try other
queries. They’re definitely
not happy.
109. Someday,Algorithms Built by Machines Will Outperform
those Hand-Selected by Engineers
Potential Ranking
Factors
(e.g. PageRank, TF*IDF,
Topic Modeling, QDF, Clicks,
Entity Association, etc.)
Training Data
(i.e. good search results)
Learning
Process
Best Fit
Algo
113. Focus on Signal:Noise Ratio – Don’t Let Bad Pages
Drag Down a Good Site
Quantity of Pages
Earning SERP Visits
Relative Time on Site,
Bounce Rate, Pgs/Visit,
Searcher Satisfaction
Site’s Search
Engagement
Reputation
=
115. Find Ways to Beat Your Competition’s &
YourAverage Ranking Position’s CTR
If you rank #3, but have a higher-
than-average CTR for that
position, you might get moved up.
Via Philip Petrescu on Moz
116. Serve Multiple Searcher Intents,
Not Just Your Own Interests
You can’t just try to sell sous
vide cooking devices to the
<1% of searchers who are
ready to buy after performing
this query.
To compete long term,
you’ll need to empathize
with and serve ALL of these
intents with your ranking
117. Note that NONE of these SERPs
are trying to sell equipment
directly. They’re serving the
*intent* of the widest range of
searchers.
118. Speed, speed, and more speed
Delivers an easy, enjoyable experience on every device
Compels visitors to engage, share, & return
Avoids features that dissuade or annoy visitors
Authoritative, comprehensive content that’s uniquely
valuable vs. what anyone else in your space provides
Make UX a Cornerstone of Your SEO:
119. Deliver Dramatically Better Engagement Than Your
SERP Competitors & They Will Be Hard Pressed
to Catch Up
See this list of 10X
Content for
examples and
resources on how to
create it