• 10 Ways to Optimize Pharmaceutical Sites And Get Regulatory Approval
    The pharmaceutical industry is one of the most highly regulated industries in the world. Trying to get products approved by the U.S. Food & Drug Administration and making sure products and information are found by healthcare professionals and consumers through SEO is a very daunting task. By comparison, a root canal can seem like a pleasant experience. Any SEO who has worked in the pharma space knows that it can seem nearly impossible to get SEO best practices implemented across a brand's site, but things don't need to be so hard if you implement the 10 techniques and methodologies listed ...
  • Evolved Search Behaviors: Takeaways For Marketers
    In my last two columns, I first looked at the origins of the original Golden Triangle, and then looked at how search behaviors have evolved in the last nine years, according to a new eye tracking study. In today's column, I'll try to pick out a few "so whats" for search marketers.
  • Using A Link Audit To Protect Your Site From Nefarious Links
    It's no secret that inbound links are extremely important in search; adding high-quality links should improve your site's rankings. As an SEO expert, you've likely spent a significant amount of time and energy developing these links. At the same time, Google has put a ton of emphasis on eliminating questionable and manipulative links, specifically through its Penguin algorithm updates. "Nothing for me to worry about," you say. "I've avoided black-hat tactics, so I'm in the clear." Not so fast.
  • How Search Users' Habits Have Evolved
    Last week, I reviewed why the Golden Triangle existed in the first place. This week, we'll look at how the scanning patterns of Google users have evolved in the past nine years. The reason I wanted to talk about information foraging last week is that it really sets the stage for understanding how patterns have changed with the present Google layout. In particular, one thing was true for Google in 2005 that is no longer true in 2014: Back then, all results sets looked pretty much the same.
  • Preparing For A Keywordless SEM World
    Keywords - the historical currency of SEM - are dying. Google is slowly eliminating keywords in favor of product feeds, spidered results, and audience-driven advertising. This news likely does not sit well with many of you, who have labored tirelessly to build massive keyword libraries. Keywords, however, will soon outlive their usefulness to Google, and SEMs will have to adopt to this future reality.
  • The Evolution Of Google's Golden Triangle
    In search marketing circles, most everyone has heard of Google's Golden Triangle. It even has its own Wikipedia entry (which is more than I can say). The "Triangle" is rapidly coming up to its 10th birthday (it was March of 2005 when Didit and Enquiro -- now Mediative -- first released the study). This year, Mediative conducted a new study to see if what we found a decade ago still continues to be true. Another study from the Institute of Communication and Media Research in Cologne, Germany also looked at the evolution of search user behaviors. I'll run through the ...
  • The Metaphysical Corporation = The Death of Capitalism?
    Something strange is happening to companies. More and more, their business is being conducted in non-physical markets. Businesses used to produce stuff. Now, they produce ideas.
  • Putting Context In Context
    For search marketers, context is something we know all too well, but often take for granted. After all, the context of search is pretty clear: it's people actively looking for something! To that end, there's no better context when it comes to reaching an audience and compelling direct action. But how can we apply context to other marketing tactics? Here are some examples.
  • A Prospect Ignored Isn't Really A Prospect
    I've ranted about this before -- and, oh yes, I shall rant again! But first, the back story. I needed some work done at a property I own. I found three contractors online and reached out to each of them to get a quote. Cue crickets.
  • An Introduction To Google's Algorithm Updates
    You've probably heard of Penguin, Panda and Hummingbird, and maybe even dropped those terms on unsuspecting friends at a party. But unless you're a seasoned SEO professional, you're likely not familiar with the key details of Google's numerous algorithm updates. With an expected Penguin update on the horizon, here's a quick primer on the most notable algorithm updates of the past five years and why they're significant to marketers. The lesson, as always, is that SEO is constantly evolving.
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