• What A Difference A Year Makes: Yahoo, Bing, Lose Ground Against Google
    Almost a year ago today, I discussed Yahoo and Bing fighting against Google's supremacy. My, how different things look today. Last week, Google briefly surpassed Apple as the world's largest publicly traded company. The very next day, Yahoo disclosed it was reducing its workforce by 15%. Why has the promise of a year ago vanished so quickly? Let's take a look:
  • Managing Your Brand In Search
    Remember when you didn't have to think too much about how your brand came up in search results? Back then, Web sites for unique brands ranked prominently for branded queries. Most organizations didn't pay for branded keywords -- why buy the cow when you get the milk for free? Then things changed. Paid search started dominating top spots in search results. Meaningful social media sites also proliferated. The Knowledge Graph significantly altered the results page. Secure search nearly eliminated keyword data for organic visitors. And then, as predicted, 2015 turned into the year of mobile, dramatically increasing the importance of ...
  • Adapting To A New World Of Search
    While aspects of digital marketing like email and display advertising are reaching maturity, search continues to change in major ways. The desktop search results page looks very different from what it was like even a few years ago. The amount of new content and searches continues to increase, and searches are becoming increasingly complex. Add to that the shift from desktop to mobile, and soon, virtual reality (VR). How can we handle all of these changes?
  • On Mobile, Content Marketing is Alive and Well -- SEO, Not So Much
    "In general, it could be argued from the consumer point of view that the better the search engine is, the fewer advertisements will be needed for the consumer to find what they want." That seems like a reasonable assertion to me - and I'm an advertising guy. Who said this, you ask? None other than a young duo at Stanford named Larry Page and Sergey Brin, back in the late 1990s!
  • Timeliness & Automation For Cyber Monday Holiday Prep
    If retailers want to stay ahead of their competitors they will need to advance their marketing strategy to cater to the needs of holiday shoppers. I've compiled a list of four ways every marketer should be using search and digital tools to gain the attention of hungry holiday shoppers.
  • Just When You Thought Search Was Quieting Down...
    Just because the world of search may not appear to have had many bombshells recently doesn't mean there's a shortage of important developments. Many have flown under the radar due to the amount of expansion in this space. However, these developments should not go unnoticed. Here is an overview of the biggest happenings with each of the big four - yes, you read that right, four - search engines.
  • Purple Cows, Black Friday, And Green Money
    Several years ago, I got a purple and white milk carton in the mail. Inside was Seth Godin's great book, "Purple Cow." The premise of the book (and the packaging, for that matter) is simple: Marketing that doesn't stand out gets ignored. To win in today's information-overload world, marketing has to wow the customer (not unlike a purple cow among hundreds of regular black-and-white cows).
  • Local Search: What A Difference A Year Makes
    Last July, I wrote about how Google+ played a key role in local search. Guess what? Google has since completely removed Google+ references from local search results. What else has changed? As part of Google's mobile push, the 7-Pack is now a 3-Pack. Also, Apple Maps now dominates Google Maps for iPhone users. Anything else? Oh yeah, Google has created a Map Maker community to help make Google Maps work even better.
  • FPD+RFM, FTW! A Column About Google's Customer Match
    If the currency of the 2000s (the "aughts"?) was the keyword, the currency of the teens will surely be the audience. Intent-driven marketing is still awesome, but for many businesses, audience-based campaigns are what drive the most scale. So it's no surprise that Google has launched its own audience-based product, called Customer Match.
  • 5 Reasons Dynamic Search Ads Are Primed To Replace Keywords
    Earlier this year, Google upgraded its dynamic-search ads (DSA) program, making it significantly easier for retailers to improve their campaign efficiency, spending and scalability. Finally, advertisers have the ability to build out their campaigns without having to slave over keyword research. If you're a retailer with a content-rich website and your goal is to drive-high quality traffic to your most relevant pages at a cheaper cost, DSAs are the way to go. Since the update, we're seen solid results using DSAs as the primary campaign type, replacing keyword targeting.
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