In the Spring Edition of the Greenlight magazine, we explore the new reality of link building, how to get the most from mobile advertising, the impact of Facebook's latest product 'Home' plus we provide tips on how to achieve a fully integrated digital search strategy.
The document summarizes several SEO and PPC industry updates from January 2012, including: Google announcing changes to make search understand people/relationships better through features like Personal Results and Profiles in Search; a lawsuit filed against Google over its Trusted Stores program; and Google preparing to provide ad group-level impression share metrics for Search and Display Networks campaigns.
This document provides background on Google's launch of Search plus Your World (SPYW) and its implications. SPYW personalizes search results based on a user's Google+ connections and activity, raising visibility of Google+ content. This benefits Google by driving more users and attention to Google+. However, it also draws criticism for reducing search quality and privacy. The document advises brands to establish a presence on Google+ to maintain search visibility as personalization increases.
Google faces several challenges that threaten its business model. As search becomes integrated into other applications and software, Google risks losing traffic to its main search platform and the advertising revenue it generates. Competitors are also developing new ways of advertising that do not rely on traditional display ads. Maintaining its principles around privacy and censorship also presents difficulties in countries like China. While Google has diversified, it lacks a clear strategic focus, and it is unclear if its other ventures can generate sufficient revenue should it lose dominance in search and advertising.
SEO (search engine optimization) involves optimizing websites to improve rankings in search engines. It is important because most search engine users click on top results. SEO improves the user experience and makes websites more trustworthy, while also helping to get ahead of competition by driving more visitors and potential customers to websites. Proper SEO requires an audit of the website, defining goals and keywords, optimizing content for users and search engines, building links from other sites, and tracking metrics to measure success.
This document discusses search engine optimization and the development of search systems. It notes that computer science has directed search system development with a focus on results relevance, while neglecting user experience. The intent is to inspire deeper engagement in designing search experiences that do more than just sell products. It also discusses challenges like the volume of online information, differences in language and perception, and the limitations of current search systems.
This is the public version from various client work reviewing the digital advertising ecosystem and the seismic changes occurring in the advertising industry.
This looks at marketer metrics, ad exchanges, economics and issues around privacy (very short) and use of data and targeting.
Greg Stuart +1 631 702 0682
SearchLove London 2015 | Philip Nottingham | Building a Social Video StrategyDistilled
The world of social video is becoming increasingly convoluted, with Facebook and Twitter having launched native video platforms within the last 12 months, but how should marketers’ approach react to this? Should YouTube be the main platform brands focus on, or should the others now take precedence? Phil will explain how you can work out where to invest, what works and why, and then explain how SEOs and those from a digital background have an inherent advantage in taking ownership of social video strategy.
In the Spring Edition of the Greenlight magazine, we explore the new reality of link building, how to get the most from mobile advertising, the impact of Facebook's latest product 'Home' plus we provide tips on how to achieve a fully integrated digital search strategy.
The document summarizes several SEO and PPC industry updates from January 2012, including: Google announcing changes to make search understand people/relationships better through features like Personal Results and Profiles in Search; a lawsuit filed against Google over its Trusted Stores program; and Google preparing to provide ad group-level impression share metrics for Search and Display Networks campaigns.
This document provides background on Google's launch of Search plus Your World (SPYW) and its implications. SPYW personalizes search results based on a user's Google+ connections and activity, raising visibility of Google+ content. This benefits Google by driving more users and attention to Google+. However, it also draws criticism for reducing search quality and privacy. The document advises brands to establish a presence on Google+ to maintain search visibility as personalization increases.
Google faces several challenges that threaten its business model. As search becomes integrated into other applications and software, Google risks losing traffic to its main search platform and the advertising revenue it generates. Competitors are also developing new ways of advertising that do not rely on traditional display ads. Maintaining its principles around privacy and censorship also presents difficulties in countries like China. While Google has diversified, it lacks a clear strategic focus, and it is unclear if its other ventures can generate sufficient revenue should it lose dominance in search and advertising.
SEO (search engine optimization) involves optimizing websites to improve rankings in search engines. It is important because most search engine users click on top results. SEO improves the user experience and makes websites more trustworthy, while also helping to get ahead of competition by driving more visitors and potential customers to websites. Proper SEO requires an audit of the website, defining goals and keywords, optimizing content for users and search engines, building links from other sites, and tracking metrics to measure success.
This document discusses search engine optimization and the development of search systems. It notes that computer science has directed search system development with a focus on results relevance, while neglecting user experience. The intent is to inspire deeper engagement in designing search experiences that do more than just sell products. It also discusses challenges like the volume of online information, differences in language and perception, and the limitations of current search systems.
This is the public version from various client work reviewing the digital advertising ecosystem and the seismic changes occurring in the advertising industry.
This looks at marketer metrics, ad exchanges, economics and issues around privacy (very short) and use of data and targeting.
Greg Stuart +1 631 702 0682
SearchLove London 2015 | Philip Nottingham | Building a Social Video StrategyDistilled
The world of social video is becoming increasingly convoluted, with Facebook and Twitter having launched native video platforms within the last 12 months, but how should marketers’ approach react to this? Should YouTube be the main platform brands focus on, or should the others now take precedence? Phil will explain how you can work out where to invest, what works and why, and then explain how SEOs and those from a digital background have an inherent advantage in taking ownership of social video strategy.
The third issue of the NGH Convention newsletter provides insights into how to keep your business visible and thriving in the age of Google and the mobile web. Find out why your search visibility matters and get tips on how to stay on top.
Private Is The New Public: How Society Is Ending PrivacyLin Ke
With our socially connected world today, we have given up a great deal of information in order the have the convenience and customization of services and products towards our liking. This has resulted in us ultimately accepting the fact that privacy has become just a word, and instead, we have moved into an age of public disclosure of all our personal information.
Are Links Losing Value in Google's Algorithm?Zebra Techies
Great arguments are there on both sides of the question “Are Links Losing Value in Google's Algorithm?” sometimes it seems to be true and sometimes they seem to be more valuable than ever. Let us look on both sides of the argument.
Presentation on Lean Analytics at MicroConf 2013. Understanding what metrics are the most value, when, for your type of business.
* What makes a good metric?
* Types of metrics (qualitative vs. quantitative, vanity vs. actionable, etc.)
* Lean Analytics framework
Shared a number of case studies: Airbnb, Buffer, ClearFit, OffceDrop and others.
Why Blogs and Social Media are Effective Marketing ToolsMiriam Schwab
Companies today really need to consider adding social media and blogging to their marketing strategies. This presentation makes the case for why, and is particularly useful if you want to try to convince your boss to take your company's marketing strategy into the 21st century.
Working with the Zenith SEO team, I've compiled a list of my top predictions for SEO/content in 2017 and how you can apply these to your seo/content strategy.
Private Is The New Public: How Society Is Ending PrivacyLin Ke
In our day and age, lack of privacy for individuals and the spread of basic information is becoming more common. It has become such an integral part of our lives that we have slowly but surely opened the door towards allowing government and corporation to take in what was once well guarded and personal information.
This document discusses the evolution of search engines and SEO from 1990 to the present. It covers the four pillars of SEO (technical, content, offsite, apps), major search engines, Google's algorithm updates over time, the rise of structured data and schema, and shifts in the mobile, local, social, and content spaces. It also covers future trends like voice search, IoT, wearables, and privacy concerns around online tracking.
This document discusses web analytics and Google Analytics. It shows that 64% of top 500 retail sites and 45% of Fortune 500 companies use Google Analytics. Google Analytics is found on more sites than all other analytics vendors combined. The document also discusses some features of Google Analytics Premium, including dedicated processing power, support, advanced analysis features, and service level agreements. However, it notes that Google Analytics Premium still lags behind some enterprise competitors in areas like data integration, administration, and data processing.
Google Analytics 100% (not provided) - what does it mean? Crafted
Google has made changes to how it handles organic keyword data. It will now provide "(not provided)" for all organic search traffic keywords instead of the actual searched keywords. This means that SEO professionals will no longer have access to keyword-level data from Google organic searches. However, the author argues this change can be seen as an opportunity to focus more on user behavior analytics and other data sources beyond just keywords. While some SEO activities relying heavily on keyword data will be affected, an integrated approach across marketing disciplines and a focus on user experience will still allow for successful digital marketing.
This document discusses viral media and how certain organizations and content go viral. It covers:
1) The concept of "viral loops" where each user brings in another user. Am I Hot or Not is used as an example of a site that benefited from this.
2) While social strategies can help spread brands, they also carry risks as seen with issues faced by Kryptonite, Nestle, and Chatroulette.
3) Key factors that help content go viral include having influencers share it, participation through things like parodies, and content that spreads in a way people want to share with others.
The document discusses how revealing the invisible web through tools that detect third-party trackers on websites can provide benefits like increased traffic, conversions, and likelihood of purchases. However, it also notes that an overabundance of third-party trackers can slow down websites and compromise user privacy and data security. It promotes a product that detects trackers, secures site data, improves performance, and helps comply with privacy regulations.
This document discusses building effective data science teams. It begins by explaining the importance of being data-driven and provides examples of how companies like Amazon, Netflix, LinkedIn, and others use data to improve their products and business. It then outlines common roles for data scientists, such as decision sciences, product/marketing analytics, fraud detection, and more. Finally, it discusses skills needed for data scientists and how to hire and build strong data science teams.
1. The document discusses how more engaging headlines on landing pages can increase clicks. Analyzing data from a landing page with 500k+ daily views, the author found that a 1% increase in a headline's click-through rate resulted in a typical 0.5% increase in the total landing page click-through rate.
2. The rise of mobile traffic and applications has led to more "dark social" traffic where the referrer is not identified. For many domains, dark social accounts for 20-40% of external traffic. However, analyzing traffic patterns shows dark social often correlates with known sources like Reddit. Tracking user agents can also help attribute some dark social traffic.
3. Recent changes by sites like
TCM Presentation Amping Up Your Social Media StrategyKen Chow
The document discusses strategies for social media marketing. It outlines how brands are becoming publishers by directly engaging consumers and delivering compelling content. It also discusses how organizations must adapt by acquiring relevant platforms and skills for content creation, community management, and social media marketing. Additionally, the document explores leveraging sharing behavior on social networks by identifying advocates, empowering them with valuable content, and ensuring sharing mechanisms are in place to extend the brand's reach.
This document discusses strategies for social media marketing. It outlines the stages companies go through in adopting new technologies from initial skepticism to full adoption. It also discusses how brands are becoming publishers by directly engaging consumers online and how this requires adapting organizations, content, and skill sets. The document advocates identifying and empowering advocates through social sharing as a way to influence buying decisions. It provides a case study of a company that improved its marketing by becoming a publisher and leveraging sharing behavior.
SEO is not dead and will continue to evolve in 2015. Google will likely introduce more algorithm changes to improve the user experience. SEO experts need to adapt strategies and focus on providing high-quality, relevant content for users. Key trends in 2015 will include the rise of mobile search surpassing desktop, a focus on longer conversational keyword phrases, emphasizing genuine links, and increased personalization of search results.
LUON WassUp recap - mar 2014 - 1. the search landscapeLUON
1. The social, mobile and search worlds are colliding as major players like Google, Facebook, and Pinterest try to expand their markets.
2. Google is moving towards more semantic, conversational search capabilities with products like Google Now and its Hummingbird algorithm update. This shift away from keyword-focused search impacts traditional SEO approaches.
3. While Bing looks for ways to gain market share from Google, Facebook is entering search through features like Graph Search and Pinterest is exploring visual search through image recognition technology.
The Economic Impact of Active and Healthy LivingPaul Mc Carthy
Full Health empowers people and communities to become experts in their own health. It is a digital platform that enables people to receive health recommendations, action plans and advice personal to them on their phone. It also gives communities insight into their population’s health so they can benchmark and improve.
Full Health provides people with the same convenience they now take for granted as they shop, bank or book holidays online.
Full Health is already being used by more than 20,000 employees in over 100 companies across the UK and Ireland providing quality health benefits.
Material requirements planning (MRP) is a computer-based inventory management system designed to assist production managers in scheduling and placing orders for items of dependent demand.
The third issue of the NGH Convention newsletter provides insights into how to keep your business visible and thriving in the age of Google and the mobile web. Find out why your search visibility matters and get tips on how to stay on top.
Private Is The New Public: How Society Is Ending PrivacyLin Ke
With our socially connected world today, we have given up a great deal of information in order the have the convenience and customization of services and products towards our liking. This has resulted in us ultimately accepting the fact that privacy has become just a word, and instead, we have moved into an age of public disclosure of all our personal information.
Are Links Losing Value in Google's Algorithm?Zebra Techies
Great arguments are there on both sides of the question “Are Links Losing Value in Google's Algorithm?” sometimes it seems to be true and sometimes they seem to be more valuable than ever. Let us look on both sides of the argument.
Presentation on Lean Analytics at MicroConf 2013. Understanding what metrics are the most value, when, for your type of business.
* What makes a good metric?
* Types of metrics (qualitative vs. quantitative, vanity vs. actionable, etc.)
* Lean Analytics framework
Shared a number of case studies: Airbnb, Buffer, ClearFit, OffceDrop and others.
Why Blogs and Social Media are Effective Marketing ToolsMiriam Schwab
Companies today really need to consider adding social media and blogging to their marketing strategies. This presentation makes the case for why, and is particularly useful if you want to try to convince your boss to take your company's marketing strategy into the 21st century.
Working with the Zenith SEO team, I've compiled a list of my top predictions for SEO/content in 2017 and how you can apply these to your seo/content strategy.
Private Is The New Public: How Society Is Ending PrivacyLin Ke
In our day and age, lack of privacy for individuals and the spread of basic information is becoming more common. It has become such an integral part of our lives that we have slowly but surely opened the door towards allowing government and corporation to take in what was once well guarded and personal information.
This document discusses the evolution of search engines and SEO from 1990 to the present. It covers the four pillars of SEO (technical, content, offsite, apps), major search engines, Google's algorithm updates over time, the rise of structured data and schema, and shifts in the mobile, local, social, and content spaces. It also covers future trends like voice search, IoT, wearables, and privacy concerns around online tracking.
This document discusses web analytics and Google Analytics. It shows that 64% of top 500 retail sites and 45% of Fortune 500 companies use Google Analytics. Google Analytics is found on more sites than all other analytics vendors combined. The document also discusses some features of Google Analytics Premium, including dedicated processing power, support, advanced analysis features, and service level agreements. However, it notes that Google Analytics Premium still lags behind some enterprise competitors in areas like data integration, administration, and data processing.
Google Analytics 100% (not provided) - what does it mean? Crafted
Google has made changes to how it handles organic keyword data. It will now provide "(not provided)" for all organic search traffic keywords instead of the actual searched keywords. This means that SEO professionals will no longer have access to keyword-level data from Google organic searches. However, the author argues this change can be seen as an opportunity to focus more on user behavior analytics and other data sources beyond just keywords. While some SEO activities relying heavily on keyword data will be affected, an integrated approach across marketing disciplines and a focus on user experience will still allow for successful digital marketing.
This document discusses viral media and how certain organizations and content go viral. It covers:
1) The concept of "viral loops" where each user brings in another user. Am I Hot or Not is used as an example of a site that benefited from this.
2) While social strategies can help spread brands, they also carry risks as seen with issues faced by Kryptonite, Nestle, and Chatroulette.
3) Key factors that help content go viral include having influencers share it, participation through things like parodies, and content that spreads in a way people want to share with others.
The document discusses how revealing the invisible web through tools that detect third-party trackers on websites can provide benefits like increased traffic, conversions, and likelihood of purchases. However, it also notes that an overabundance of third-party trackers can slow down websites and compromise user privacy and data security. It promotes a product that detects trackers, secures site data, improves performance, and helps comply with privacy regulations.
This document discusses building effective data science teams. It begins by explaining the importance of being data-driven and provides examples of how companies like Amazon, Netflix, LinkedIn, and others use data to improve their products and business. It then outlines common roles for data scientists, such as decision sciences, product/marketing analytics, fraud detection, and more. Finally, it discusses skills needed for data scientists and how to hire and build strong data science teams.
1. The document discusses how more engaging headlines on landing pages can increase clicks. Analyzing data from a landing page with 500k+ daily views, the author found that a 1% increase in a headline's click-through rate resulted in a typical 0.5% increase in the total landing page click-through rate.
2. The rise of mobile traffic and applications has led to more "dark social" traffic where the referrer is not identified. For many domains, dark social accounts for 20-40% of external traffic. However, analyzing traffic patterns shows dark social often correlates with known sources like Reddit. Tracking user agents can also help attribute some dark social traffic.
3. Recent changes by sites like
TCM Presentation Amping Up Your Social Media StrategyKen Chow
The document discusses strategies for social media marketing. It outlines how brands are becoming publishers by directly engaging consumers and delivering compelling content. It also discusses how organizations must adapt by acquiring relevant platforms and skills for content creation, community management, and social media marketing. Additionally, the document explores leveraging sharing behavior on social networks by identifying advocates, empowering them with valuable content, and ensuring sharing mechanisms are in place to extend the brand's reach.
This document discusses strategies for social media marketing. It outlines the stages companies go through in adopting new technologies from initial skepticism to full adoption. It also discusses how brands are becoming publishers by directly engaging consumers online and how this requires adapting organizations, content, and skill sets. The document advocates identifying and empowering advocates through social sharing as a way to influence buying decisions. It provides a case study of a company that improved its marketing by becoming a publisher and leveraging sharing behavior.
SEO is not dead and will continue to evolve in 2015. Google will likely introduce more algorithm changes to improve the user experience. SEO experts need to adapt strategies and focus on providing high-quality, relevant content for users. Key trends in 2015 will include the rise of mobile search surpassing desktop, a focus on longer conversational keyword phrases, emphasizing genuine links, and increased personalization of search results.
LUON WassUp recap - mar 2014 - 1. the search landscapeLUON
1. The social, mobile and search worlds are colliding as major players like Google, Facebook, and Pinterest try to expand their markets.
2. Google is moving towards more semantic, conversational search capabilities with products like Google Now and its Hummingbird algorithm update. This shift away from keyword-focused search impacts traditional SEO approaches.
3. While Bing looks for ways to gain market share from Google, Facebook is entering search through features like Graph Search and Pinterest is exploring visual search through image recognition technology.
The Economic Impact of Active and Healthy LivingPaul Mc Carthy
Full Health empowers people and communities to become experts in their own health. It is a digital platform that enables people to receive health recommendations, action plans and advice personal to them on their phone. It also gives communities insight into their population’s health so they can benchmark and improve.
Full Health provides people with the same convenience they now take for granted as they shop, bank or book holidays online.
Full Health is already being used by more than 20,000 employees in over 100 companies across the UK and Ireland providing quality health benefits.
Material requirements planning (MRP) is a computer-based inventory management system designed to assist production managers in scheduling and placing orders for items of dependent demand.
This document provides a preface to the second edition of a book on production and operations management. It summarizes revisions made to chapters based on feedback, including adding concepts of global operations, service layouts, ISO standards, and total preventive maintenance. It also describes adding case studies and practical questions to each chapter for skill development. The preface acknowledges contributions from others and expresses gratitude to the publisher for their support in producing the second edition.
The social media landscape is changing so fast that most marketers struggle to keep up. To make things easier, we've distilled the many conversations we've been having with clients in recent months into 10 key trends you need to understand in order to improve your social ROI.
The founder of www.flyhoopty.com announced the launch of a new website aimed at buyers and sellers of used vehicles priced $15,000 or less. The website provides a comprehensive national marketplace for finding and listing affordable used cars in one convenient location. It offers all the tools of conventional used car transactions with an emphasis on affordability for both dealers and individuals to list vehicles and for buyers seeking an inexpensive car. The goal is to make used car shopping and buying easy, quick, and affordable for both buyers and sellers.
Material requirements planning (MRP) is a computer-based inventory management system designed to assist production managers in scheduling and placing orders for items of dependent demand.
Digital marketing is fundamental for businesses today due to modern engagement marketing. Marketers must utilize various digital marketing techniques across online and mobile channels to build customer relationships, including search engine optimization (SEO), pay-per-click (PPC) advertising, and conversion rate optimization. Personalization is also important, using tools to understand individual customers and serve tailored ads and content. As technologies like the Internet of Things grow, the future of digital marketing involves even deeper connectivity and insights across multiple devices.
The document discusses factors to consider when selecting a location for a new plant or facility. For an existing organization adding a new plant, key factors include fitting the new plant into the company's overall operations strategy based on whether plants will produce distinct products, supply specific market areas, emphasize different production processes, or flexibility. When choosing a location for the first time, important steps are identifying a suitable region, choosing the best site within that region based on tangible and intangible costs, and using dimensional analysis to compare costs.
This document outlines a tactical social media plan for an organization. It includes assigning ownership of social media channels, creating buyer personas, training sales teams, and establishing a social media policy for employees. It then provides objectives, action items, and key metrics for various social media channels including blogs, Facebook, LinkedIn, Twitter, Google+, Pinterest, online video platforms, photo sharing sites, and presentation sharing platforms. The goal is to increase brand awareness, thought leadership, engagement, lead generation, and conversions through an integrated social media strategy.
The document discusses different types of plant layouts and factors to consider when designing a layout. It describes four main types of layouts: product or line layout, process or functional layout, fixed position layout, and group layout. For each type of layout, it provides details on what the layout entails, examples of industries where it would be applicable, advantages, and limitations. Overall, the document provides an overview of key considerations and options to evaluate when planning the arrangement of equipment, work areas, and processes within a manufacturing facility.
Greenlight's Consumer Electronics Sector Report, May 2013, Issue 1Greenlight Digital
A 360˚ analysis of the most important search terms, trends and benchmarking data in the consumer electronics sector. This report provides an exclusive snapshot of the online search market for your sector right now. From the size of your potential audience to the top performing companies, it’s all here.
Product focus: Computing, TV & Entertainment, Small Kitchen Appliances, Large Kitchen Appliances
This document provides a case study analysis of Google. It discusses:
1) Google's mission to organize the world's information and make it universally accessible. It summarizes Google's business model, partnerships, and financial success.
2) Google's culture of innovation, emphasizing creativity, flexibility, and empowering knowledge workers. It allows engineers time to work on their own projects.
3) Challenges facing Google like ensuring ethical search results, addressing privacy concerns, and adapting to a changing information environment while maintaining growth.
Google rolled out new privacy rules that combine data from all Google services into one policy. While Google claims this will provide a more seamless experience for users, others find it unnerving that Google will connect data like search histories and YouTube viewing habits. However, many people already freely share personal information on social media. And most users likely don't care if Google collates information it already has on them, and may even welcome services tailored to their interests through tracking.
Google's mission is to organize the world's information and make it universally accessible and useful. Their business model involves delivering targeted online advertising to generate revenue. Google offers various services and amenities to employees like free food, on-site daycare, and exercise facilities to attract and retain talent and promote a creative work environment.
SEOPressorOfficial presents Monthly SEO Updates where we'll share the latest updates, news, and discoveries in the SEO industry. Updated weekly.
Check out our blog post here!
https://seopressor.com/blog/august-seo-news-updates/
The Power of Google: A Review of the 2011 Senate Subcommittee HearingShanna Kurpe
Internet Marketers and business professionals are watching closely as the U.S. Senate Subcommittee for Antitrust, Competition Policy and Consumer Rights seeks to answer the hard question, "Is Google a Monopoly?". In this presentation, Shanna Kurpe explains the hearing, introduces key players, and poses thoughtful questions about the Internet Law and Search Engine Marketing.
Google® Shopping ads are the small, visually stimulating images (also known as product-listing ads) you see on the right-hand side of your Google search results
page after performing a product search.
Scott Cleland believes that Google began as a monopoly by misleading users and hiding its conflicts of interest. Google makes its vast amounts of data inaccessible to other search engines, preventing competition. When new search engines emerge, Google manipulates search rankings and the market to sabotage these competitors. Through targeted acquisitions and discriminatory practices, Google strives to own all essential content and block other companies from succeeding in search.
This document summarizes a student paper analyzing recommendations for Google's future growth. The student recommends Google focus on its top 5 areas of success: search, Gmail, Android, Google Maps, and YouTube. Rather than diversifying into new areas like Google Glass and self-driving cars, the student says Google should strengthen partnerships, advertising, and virtual experiences within its core businesses to continue dominating the markets it knows best.
Googlenomics - An economic analysis of Google’s InnovationUtkarsh Jain
This document provides an overview of Google's innovations through an analysis of their product development philosophy and culture. It discusses how Google allocates 70% of investments to core products, 20% to related products, and 10% to experimental projects. It also describes Google's unique culture that fosters innovation, such as encouraging employees to spend 20% of their time on personal projects. The document then examines Google's many innovative products over the years like Google Search, Gmail, Android, Google Maps, and self-driving cars.
Google+ provides several benefits for businesses, including improving search engine results through enhanced user profile information, improving search quality by reducing spam, and increasing click-through rates by displaying +1 votes. To take advantage of these benefits, businesses should claim their Google+ page to be eligible for the "Direct Connect" feature, which allows users to find a company's Google+ page directly from Google search results. The document then provides 10 tips for using Google+ effectively, such as leveraging the +1 function for viral sharing.
The document discusses speculation around whether Google Page Rank is truly dead or if Google is creating a marketing scheme to shake things up. It notes that the last big shift from Google also impacted the PR system. It argues that Google needs to improve its "broken down PR system" to better rank websites based on relevant content rather than just inbound links. It posits that without Google PR, many "fake" marketers won't be able to prove their results or have the perceived legitimacy that comes from a high page rank. Ultimately it suggests Google may be trying to create buzz and that everything could return to normal within a couple days.
Google Ties Mobile Usability Issues to Your Website RankingsJordyn Gingrich
Our February newsletter reports that Google is beginning to tie mobile usability issues with your website rankings. Having a mobile-optimized site is now more important than ever. Also, Twitter starts group direct messages and mobile video, and Google shows social profiles in their knowledge panel.
Google was founded in 1998 by Larry Page and Sergey Brin. It originated from the term "googol", meaning 10 to the 100th power. Google started in a friend's garage in Menlo Park, California and has grown to be one of the most powerful and visited search engines in the world. It has over 20,000 employees worldwide and uses its simplicity and quality service to attract users and experience strong traffic growth through word of mouth. Google's mission is to organize the world's information and make it universally accessible and useful.
This document provides an overview and terms of use for a report on explosive traffic secrets by Gary Chappelle. It begins with a liability disclaimer stating that the reader assumes responsibility for any results from implementing strategies in the report. The terms of use specify that the report cannot be resold or rebranded and provided to others. It then introduces the author Gary Chappelle and provides background on his experience in computer consulting and transition to internet marketing.
Ethics and Management7Google” Ethics and ManagementIs.docxgitagrimston
Ethics and Management
7
“Google” Ethics and Management
Isaac Moreno, Roy Rexroat, and Christina Ramirez
Hawaii Pacific University
Lindsey A. Gibson, PhD
November 25, 2014
EXECUTIVE SUMMARY
The objective of the review is to provide an ethical and moral perspective within management and to instill a good guidance system for business organizations with estimation on the usefulness and competence of the use of Google’s Internet websites as a communication tool for information distribution. It emphasizes the importance of related issues such as behavior management system, and accessibilities. This information will also discuss the main challenges faced when managing their website. Google has established for a variety of purposes one thing is for sure, is that information dissemination to personnel can be used as a platform to manage e-business applications with top efficiency. A requirement for good ethical behavior is to have an excellent website which can effectively govern online with a functioning decision making mechanism enabling good interaction between key initiatives.
Website governance and strategy must be well devised by having the ability to align and incorporate well with other business strategies. Three of these major strategies deal with communication, funding, and human resources. The execution taking Google to the top would be to use a good website strategy which must be through clear, consistent, and all-inclusive with timely regulations and directive guidelines. The implementation of an ethical system would help centralize all website-related activities. The most important characteristics of a good management system will be out to ease when being used by top management, customizable workflow, high protection and a multilingual foundation.
The current level of employment and related training resources for website management are currently insufficient, considering the significance and impact that websites have on the organizations’ which are mandated. Without appropriate funding and experienced management, a website would lose its effectiveness and value in a short period of time. Having a good management system in an organization are faces various challenges for unifying their web presence through efficient content and having an application of consistent online trademark. Attentiveness should be increased by the organization at large to other departments in which the web can continue to develop, and that it would require considerable and sustained assets in human resources and training.
For most of these challenges, they will curtail from the decentralized structure of most management system and websites in terms of content generation, due to the lack of overall web governance, executive web strategy integrated with business communications, standard guidelines, policies and expertise. Listed below are the suggestions addressed to all departments of Google. Other recommendations proposed for the considerations for top ma ...
This document discusses how technology can be used as the foundation for a marketing campaign. It provides the example of an interactive robot arm that allowed Facebook users to sign a petition for Duchenne Muscular Dystrophy research. The campaign was successful due to three factors: 1) Creating a physical robot connected to Facebook that signed real petitions, 2) Telling the human story of those affected to elicit empathy, and 3) Using digital and traditional PR along with search and YouTube to reach mainstream media. The key lessons are that technology should stir emotion and fit the brand, manifest ideas physically, and reward users immediately to keep them engaged. While technology brands can benefit most, the document argues that any brand can "buzz with technology" for
1. You Can't Copyright Facts
The Facts of Life
When Google introduced the knowledge graph one of their underlying messages behind it was "you
can't copyright facts."
Facts are like domain names or links or pictures or anything else in terms of being a layer of
information which can be highly valued or devalued through commoditization.
When you search for love quotes, Google pulls one into their site then provides another "try again"
link.
Since quotes mostly come from third parties they are not owned by BrainyQuotes and other similar
sites. But here is the thing, if those other sites which pay to organize and verify such collections
have their economics sufficiently undermined then they go away then Google isn't able to pull them
into the search results either.
The same is true with song lyrics. If you are one of the few sites paying to license the lyrics then
Google puts lyrics above the search results, then the economics which justified the investment in
licensing might not back out you will likely go bankrupt. That bankruptcy wouldn't be the result of
being a spammer trying to work an angle, but rather because you had a higher cost structure from
trying to do things the right way.
Never trust a corporation to do a librarian's job.
What's Behind Door Number One?
Google has also done the above quote-like "action item" types of onebox listings in other areas like
software downloads
2. Where there are multiple versions of the software available, Google is arbitrarily selecting the
download page, even though a software publisher might have a parallel SAAS option or other
complex funnels based on a person's location or status as a student or such.
Mix in Google allowing advertisers to advertise bundled adware, and it becomes quite easy for
Google to gum up the sales process and undermine existing brand equity by sending users to the
wrong location. Here's a blog post from Malwarebytes referencing
their software being advertised on their brand term in Google via AdWords ads, engaging in
trademark infringement and bundled with adware.
numerous user complaints they received about the bundleware
required legal actions they took to take the bundler offline
Brands are forced to buy their own brand equity before, during after the purchase, or Google
partners with parasites to monetize the brand equity:
The company used this cash to build more business, spending more than $1 million through at least
seven separate advertising accounts with Google.
...
3. The ads themselves said things like "McAfee Support - Call +1-855-[redacted US phone number]"
and pointed to domains like mcafee-support.pccare247.com.
...
One PCCare247 ad account with Google produced 71.7 million impressions; another generated 12.4
million more. According to records obtained by the FTC, these combined campaigns generated 1.5
million clicks
Since Google requires Chrome extensions be installed from their own website it makes it hard (for
anyone other than Google) to monetize them, which in turn makes it appealing for people to sell the
ad-ons to malware bundlers. Android apps in the Google Play store are yet another "open" malware
ecosystem.
FACT: This Isn't About Facts
Google started the knowledge graph onebox listings on some utterly banal topics which were easy
for a computer to get right, though their ambitions vastly exceed the starting point. The starting
point was done where it was because it was low-risk and easy.
When Google's evolving search technology was recently covered on Medium by Steven Levy he
shared that today the Knowledge Graph appears on roughly 25% of search queries and that...
Google is also trying to figure out how to deliver more complex results -- to go beyond quick facts
and deliver more subjective, fuzzier associations. "People aren't interested in just facts," she says.
"They are interested in subjective things like whether or not the television shows are well-written.
Things that could really help take the Knowledge Graph to the next level."
Even as the people who routinely shill for Google parrot the "you can't copyright facts" mantra,
Google is telling you they have every intent of expanding far beyond it. "I see search as the interface
to all computing," says Singhal.
Even if You Have Copyright...
What makes the "you can't copyright facts" line so particularly disingenuous was Google's support of
piracy when they purchased YouTube:
cofounder Jawed Karim favored "lax" copyright policy to make YouTube "huge" and hence "an
excellent acquisition target." YouTube at one point added a "report copyrighted content" button to
let users report infringements, but removed the button when it realized how many users were
reporting unauthorized videos. Meanwhile, YouTube managers intentionally retained infringing
videos they knew were on the site, remarking "we should KEEP .... comedy clips (Conan, Leno, etc.)
[and] music videos" despite having licenses for none of these. (In an email rebuke, cofounder Steve
Chen admonished: "Jawed, please stop putting stolen videos on the site. We're going to have a tough
time defending the fact that we're not liable for the copyrighted material on the site because we
didn't put it up when one of the co-founders is blatantly stealing content from other sites and trying
to get everyone to see it.")
To some, the separation of branding makes YouTube distinct and separate from Google search, but
that wasn't so much the case when many sites lost their video thumbnails and YouTube saw larger
thumbnails on many of their listings in Google. In the above Steven Levy article he wrote: "one of the
4. highest ranked general categories was a desire to know "how to" perform certain tasks. So Google
made it easier to surface how-to videos from YouTube and other sources, featuring them more
prominently in search."
Altruism vs Disruption for the Sake of it
Whenever Google implements a new feature they can choose to not monetize it so as to claim they
are benevolent and doing it for users without commercial interest. But that same unmonetized for
users claim was also used with their shopping search vertical until one day it went paid. Google
claimed paid inclusion was evil right up until the day it claimed paid inclusion was a necessity to
improve user experience.
There was literally no transition period.
Many of the "informational" knowledge block listings contain affiliate links pointing into Google Play
or other sites. Those affiliate ads were only labeled as advertisements after the FTC complained
about inconsistent ad labeling in search results.
Health is Wealth
Google recently went big on the knowledge graph by jumping head first into the health vertical:
starting in the next few days, when you ask Google about common health conditions, you'll start
getting relevant medical facts right up front from the Knowledge Graph. We'll show you typical
symptoms and treatments, as well as details on how common the condition is--whether it's critical, if
it's contagious, what ages it affects, and more. For some conditions you'll also see high-quality
illustrations from licensed medical illustrators. Once you get this basic info from Google, you should
find it easier to do more research on other sites around the web, or know what questions to ask your
doctor.
5. Google's links to the Mayo Clinic in their knowledge graph are, once again, a light gray font.
In case you didn't find enough background in Google's announcement article, Greg Sterling shared
more of Google's views here. A couple notable quotes from Greg...
Cynics might say that Google is moving into yet another vertical content area and usurping third-
party publishers. I don't believe this is the case. Google isn't going to be monetizing these queries; it
appears to be genuinely motivated by a desire to show higher-quality health information and educate
users accordingly.
Google doesn't need to directly monetize it to impact the economics of the industry. If they shift a
greater share of clicks through AdWords then that will increase competition and ad prices in that
category while lowering investment in SEO.
If this is done out of benevolence, it will appear *above* the AdWords ads on the search results --
unlike almost every type of onebox or knowledge graph result Google offers.
6. If it is fair for him to label everyone who disagrees with his thesis as a cynic then it is of course fair
for those "cynics" to label Greg Sterling as a shill.
Google told me that it hopes this initiative will help motivate the improvement of health content
across the internet.
By defunding and displacing something they don't improve its quality. Rather they force the
associated entities to cut their costs to try to make the numbers work.
If their traffic drops and they don't do more with less, then...
their margins will fall
growth slows (or they may even shrink)
their stock price will tank
management will get fired replaced and/or they will get took private by private equity investors
and/or they will need to do some "bet the company" moves to find growth elsewhere (and hope
Google doesn't enter that parallel area anytime soon)
When the numbers don't work, publishers need to cut back or cut corners.
Things get monetized directly, monetized indirectly, or they disappear.
Some of the more hated aspects of online publishing (headline bait, idiotic correlations out of
context, pagination, slideshows, popups, fly in ad units, auto play videos, full page ad wraps, huge
ads eating most the above the fold real estate, integration of terrible native ad units promoting junk
offers with shocking headline bait, content scraping answer farms, blending unvetted user
generated content with house editorial, partnering with content farms to create subdomains on
trusted blue chip sites, using Narrative Science or Automated Insights to auto-generate content,
etc.) are not done because online publishers want to be jackasses, but because it is hard to make the
numbers work in a competitive environment.
Publishers who were facing an "oh crap" moment when seeing print Dollars turn into digital dimes
are having round number 2 when they see those digital dimes turn into mobile pennies:
At The New York Times, for instance, more than half its digital audience comes from mobile, yet just
10% of its digital-ad revenue is attributed to these devices.
If we lose some diversity in news it isn't great, though it isn't the end of the world. But what makes
health such an important area is it is literally a matter of life death.
Its importance the amount of money flowing through the market ensures there is heavy investment
in misinforming the general population. The corruption is so bad some people (who should know
better) instead fault science.
... and, only those who hate free speech, democracy the country could possibly have anything
negative to say about it. :D
7. Not to worry though. Any user trust built through the health knowledge graph can be monetized
through a variety of other fantastic benevolent offers.
Once again, Google puts the user first.