84 results
  • Addressing Evolution In The Search Marketing Industry
    The Search Engine Marketing Professionals Organization (SEMPO) recently announced the list of nominees for its 2014 board of directors. I consider myself very fortunate to be among those nominated.As pa ...
  • The Stage Is Set For Data-Driven Content Marketing
    It seems to me there are two distinct, even divergent camps emerging among digital marketing futurists. On the one hand, there are a number of marketers who are now evangelizi ...
  • Can Microsoft Really 'Bing It On' Against Google Search?
    What seems like an eternity ago (last October), I was fortunate to join an elite group of digital marketers in Redmond, Wash. at Microsoft headquarters. We were hosted by t ...
  • Whatever Happened To The Web Analytics Industry?
    Late the other night I finished Google's new digital marketing analytics training program, Analytics Academy. It's intended to help beginners acclimate to marketing/web analytics broadly, and the Google Analytics platfo ...
  • Looking Beyond Search & Retargeting: An SEM's Survival Guide
    This past week I was fortunate to be able to participate on a panel discussion titled "Moving Beyond Search & Retargeting: What's Missing from Your Performance Strategy?" The format ...
  • SEO Life After Google Query Data
    I had hoped that I wouldn't have to write another column on this topic, but Monday's big news is forcing my hand. Danny Sullivan at Search Engine Land first bro ...
  • The Case Against Link Building
    Here's a controversial admission for an SEO: I don't believe in link building. In fact, I haven't done any explicit link building for more than five years. One of t ...
  • Big Ad Tech: Channels, Publishers, Partners, Or Competitive Threat?
    Much has already been written of the merger between advertising goliaths Omnicom and Publicis Groupe. Last month's announcement has been dissected from numerous perspectives: from general coverage, to views th ...
  • Revisiting Return On Rank: The Ultimate SEO KPI?
    Last August I wrote a column over on the Search Insider blog, "The Ultimate SEO KPI: Return On Rank," where I lamented that the uplift from SEO activities had beco ...
  • Is SEO Dead -- Or Decentralized?
    At the risk of stating the obvious, SEO has become much more difficult to quantify in recent months. Many observers, myself included, have lamented Google's introduction of keyword (not provided ...
  • Is An Android-Powered Future Inevitable?
    The darling of the newest class of consumer technologies is undoubtedly Google's Glass. Sleek, beautiful, exciting Glass eyewear delivers a persistent layer of augmented reality (AR) to its users/wearers. ...
  • Three Ways Facebook Can Get The Kids To Come Home
    While at SXSW last month, I found myself at dinner seated next to a woman who is a well-respected social media strategist. We chatted about a dozen odd topics, b ...
  • Google Universal Analytics Takes The DMP Mainstream
    Last October, Google announced a new set of analytics tools called "Universal Analytics." These tools allow marketers to incorporate Web, mobile app, offline and other first- and third-party data in ...
  • Beyond Key Performance Indicators: Communicating With Analytics
    There's an art and science to delivering insight via data. Selecting appropriate key performance indicators (KPIs) is a hugely important first step, and one that I've grown accustomed to discussi ...
  • Sifting (And Searching) Through The Inspiration At SXSW
    In coming to Austin, I had one simple goal: seek out insights and experiences from other industries. Since arrival, I've forced myself to break away from the usual suspects ...
  • Mark Zuckerberg And The Voldemort Strategy
    You can call it business diversification. You can call it being prudent. Whatever you call it, Facebook's announced acquisition of the Atlas digital advertising platform last week marked a ve ...
  • The Keyword Or The Content? A Modern-Day Chicken And Egg
    It's interesting how everyday assignments can sometimes challenge core conventional wisdom. I was speaking with a new client recently about very broad digital marketing opportunities. This client had extended o ...
  • Cohort Analysis: The Key To Agile Marketing?
    "This is a really underutilized segmentation technique." An industry colleague shared that sentiment with me recently, when he and I were discussing the types of analyses made possible by coho ...
  • Google Enhanced Campaigns Force The Mobile Ad Issue
    Consumer mobility is rewriting the rules to digital advertising. Advertisers have to connect with a consumer constituency that moves fluidly from desktop/laptop to tablet to smartphone to television screen. Th ...
  • Anticipating The Digital Puck
    I was recently asked by a client to prepare a detailed, "thoughtful" analysis of where the world of digital marketing is heading. This particular client is interested in getting o ...
  • What's Next For SEO?
    I spent a good chunk of this past weekend thinking about SEO, and specifically the data that SEOs rely on to quantify success and identify next steps in the optimizati ...
  • Building A Solid Content Strategy Foundation
    Just two weeks into the new year, and things already feel back to full speed. Client programs are being set into motion; the bar this year has been set high ...
  • Search Marketing Resolutions, 2013 Edition
    2013 holds enormous opportunity for us all. Change is inevitable; evolution and innovations are inevitable, too. We need to stay nimble in order to adjust our approaches as those inevitabiliti ...
  • Holiday Shopping For That Special SEM In Your Life
    It's hard to take search marketing seriously these days. So I won't try. Instead, I'll offer light-hearted thoughts on some of the biggest challenges that we faced as an indust ...
  • 2012: The Search Year In Review
    It may be a bit premature to write about 2012 in the past tense. Three weeks in the world of search engine marketing is enough time to see Google implo ...
  • Mental Models For UX, Search And Conversion
    My column on customer segmentation and searcher personas last week left me with a few lingering thoughts to explore. I began that piece with opening remarks to set the sta ...
  • Navigating The Nuances Of Customer Segmentation And Searcher Personas
    Deliberate audience segmentation is a crucial prerequisite to success in search. But what about personas? They're kinda, sorta the same thing, right? Though personas are similar to customer segments, they' ...
  • Just The Web Analytics Essentials, And Nothing Else
    I believe there are only a handful of data points across Web analytics that consistently need to be measured and understood. Given how Web analytics is often positioned, as t ...
  • Whole Customer Intelligence Requires Whole Customer Analytics
    One of the more obvious criticisms of Google Analytics, or any web analytics tool for that matter, is that it has always been a decidedly visit-centric tool. How many visi ...
  • What The (Not Provided) Can SEOs Do About Google Keyword (Not Provided)?
    In my column last week, I explored what impact Google's controversial preclusion of some search keyword queries has had on our industry. I also confirmed the current percentage of affect ...