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How AI-driven call intelligence can close the online/offline data gap

6/29/2018

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How AI-driven call intelligence can close the online/offline data gap

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Consumers don’t think of their brand experiences as “online” or “offline.” They expect one consistent path to purchase no matter how they interact with you.

With mobile search and voice interactions on the rise, it’s more important than ever to make phone calls a critical part of your data-driven marketing strategy. And thanks to recent advances in artificial intelligence (AI), you can now derive valuable, real-time insights from inbound phone conversations.

Join our experts and learn how leading marketers are closing the online/offline customer data gap to lower acquisition costs and increase ROI.

Register today for “Close the Online/Offline Data Gap with AI-driven Call Intelligence,” produced by Digital Marketing Depot and sponsored by Invoca.

About The Author

Digital Marketing Depot

is a resource center for digital marketing strategies and tactics. We feature hosted white papers and E-Books, original research, and webcasts on digital marketing topics -- from advertising to analytics, SEO and PPC campaign management tools to social media management software, e-commerce to e-mail marketing, and much more about internet marketing. Digital Marketing Depot is a division of Third Door Media, publisher of Search Engine Land and Marketing Land, and producer of the conference series Search Marketing Expo and MarTech. Visit us at

http://digitalmarketingdepot.com

.





SEO

via Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing https://ift.tt/1BDlNnc

June 29, 2018 at 03:55PM
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SearchCap: SMX Advanced session recap audience targeting Google pics & more

6/29/2018

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SearchCap: SMX Advanced session recap, audience targeting, Google pics & more

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Sign up for our daily recaps of the ever-changing search marketing landscape.

Note: By submitting this form, you agree to Third Door Media's terms. We respect your privacy.





SEO

via Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing https://ift.tt/1BDlNnc

June 29, 2018 at 03:26PM
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Daily Search Forum Recap: June 29 2018

6/29/2018

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Daily Search Forum Recap: June 29, 2018

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Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web...





SEO

via Search Engine Roundtable https://ift.tt/1sYxUD0

June 29, 2018 at 03:01PM
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Google: We Ignores Most Links Within Press Releases

6/29/2018

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Google: We Ignores Most Links Within Press Releases

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Google's John Mueller said this morning in a video hangout at the 35:32 mark into the video that Google's algorithms ignores more links found within press releases...




SEO

via Search Engine Roundtable https://ift.tt/1sYxUD0

June 29, 2018 at 06:36AM
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Google: Providing APIs Won't Reduce Search Results Scraping

6/29/2018

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Google: Providing APIs Won't Reduce Search Results Scraping

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There was a somewhat fun conversation on Twitter around the new URL inspector tool. Some SEOs are saying that if Google provided an API for this tool, it would reduce scraping of the Google search results...




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June 29, 2018 at 06:22AM
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Google: Google Analytics Won't Hurt Or Benefit Your Search Rankings

6/29/2018

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Google: Google Analytics Won't Hurt Or Benefit Your Search Rankings

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Google's John Mueller felt the need to explain on Twitter that there is no penalty for using or not using Google Analytics on your web site. Google doesn't rank a web site any better or worse because you use or don't use Google Analytics...




SEO

via Search Engine Roundtable https://ift.tt/1sYxUD0

June 29, 2018 at 06:04AM
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Disallowing Robots.txt In Robots.txt Doesn't Impact How Google Processes It

6/29/2018

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Disallowing Robots.txt In Robots.txt Doesn't Impact How Google Processes It

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Google's John Mueller said on Twitter that even if you try to disallow your robots.txt within your robots.txt, it won't impact how Google processes and accesses that robots.txt. John said in response to someone asking if you can disallow your robots...




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June 29, 2018 at 05:57AM
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Google Rainbow Staircase & Pinwheels At Google Singapore

6/29/2018

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Google Rainbow Staircase & Pinwheels At Google Singapore

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Google Rainbow Staircase & Pinwheels




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via Search Engine Roundtable https://ift.tt/1sYxUD0

June 29, 2018 at 05:46AM
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Influencer Marketing Tips Strategies and Examples: Generate More Awareness

6/29/2018

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Influencer Marketing Tips, Strategies, and Examples: Generate More Awareness

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Influencer marketing is a highly effective strategy for increasing brand awareness – when done right. But what works and what doesn’t? How do you ensure that you are working with the right social influencers and what types of campaigns should you work on?

In this blog post, I am going to share my best influencer marketing tips, strategies, and examples to help you generate more awareness for your business.

Look Beyond the Numbers

What makes you think someone is a social influencer?

It is the number of followers/fans, right? It is only natural – if you see someone who has an audience of 200K followers on Twitter, you can easily assume that that also means they are influential simply because they have that many people following them.

But that is not necessarily true. And even if it is true, it doesn’t necessarily mean that they are the right option for you, either.

There are a lot of other factors that are ultimately much more important than their reach. Perhaps more importantly, who exactly they are reaching with their updates. Because at the end of the day, to get great results from your campaign, you need to be able to reach the right people – people who would be genuinely interested in your products or your services and who are likely to buy from you.

When researching influencers, use tools that allow you to research their audience. For example, Upfluence lets you look for social influencers based not only on keywords, engagement levels, follower numbers, etc., but also based on their actual audience – their locations, their genders, and their ages:

upfluence.png

Another very important factor is, of course, their relevancy in terms of the content they usually share on their channels:

  • Are they talking about topics relevant to your target audience?
  • Are their “voices” in line with your brand identity?

You can use tools like Buzzsumo to research their content or use a web monitoring tool like Brand24 to look up keywords and find social influencers based on these keywords.

brand.png

Engagement is also one of those factors that mean a lot more than reach – it is much more effective to work with an influencer who has 15K Instagram followers and gets 500 likes on their posts consistently, rather than an influencer who has hundreds of thousands of followers and generates 200 likes per post.

Take a look at:

  • Their social media updates – how many likes, comments, and shares do they get on average?
  • Their blog – how many shares do their posts get on social media? How many comments do they get on their posts?

Now that you know more about what to look for in the right influencer, below are some tips and examples on how to collaborate with them for maximum results.

Turn Micro-Influencers Into Your Brand Ambassadors

There are some very inspiring examples out there of brands working with influencers successfully.

One such impressive example comes from ASOS, the giant online clothing brand, who uses an entire network of social influencers from all over the world, both men and women.

The influencers, known as ASOS Insiders, all use “asos_their name” as their Instagram handles and regularly post updates helping promote the brand to their audience.

However, what is so great about these insiders is that they are micro-influencers – meaning that, in most cases, they have fewer than 100K followers but have fantastic engagement rates.

For example, asos_lex, an ASOS Menswear Insider on Instagram, has just under 13K followers at the time of writing; yet, even though he might not have that many followers, he gets more engagement than some users who have hundreds of thousands of followers. It is not uncommon for his posts to get in excess of 400-500 likes per image; or, over 1200 views on a video featuring the unboxing of his latest ASOS suit:

asos-lex.png

And as I mentioned earlier, he is only one of many such ASOS Insiders who is consistently promoting ASOS’s products and seeing fantastic engagement on all of their posts.

This can be an amazing long-term influencer marketing strategy because:

  • You are getting the reach. Even if you are not working with a huge influencer who has millions of followers, you are still reaching an impressive audience.
  • And you are getting an engaged, highly targeted audience – this is what makes this campaign so successful, more so than the reach. The fact that by using these influencers/brand ambassadors, they are reaching a very engaged audience who is also very interested in fashion and clothing. Which means that they are not just getting the reach and awareness, but also the traffic and sales that result from all this engagement.

Leverage UGC and Regular People

“Regular” people – i.e., regular social media users – can be a highly effective promotional tool for your business. Marketers have always named word-of-mouth as one of the most effective strategies, but when you bring it to social media, its power is even more impressive because the reach is so much bigger.

Before social media brands were striving to get people talking about them with their friends and family; they can now leverage online platforms that can have a worldwide reach, beyond just friends.

Glossier is a brand that has managed to create an authentic and extremely successful UGC-based (user-generated content) influencer strategy that relies mostly on micro-influencers and regular people.

So, how do they do it?

They don’t go after the big names; instead, they send freebies to micro-influencers and regular people who are fans of their products, who then post updates and blog posts featuring their products.

Like beauty blogger Mandy Ferrugia, who posted this update to promote her blog post where she reviews Glossier’s latest mascara:

mandyferrugia.png

As you can see in the post, her followers are very excited about this new mascara – and not only that, but she also references the discount you can get when you make your first order of Glossier products.

This is another great tactic that is worth using in your own strategy; create a special discount for the influencers you work with so that you can boost referrals of your products and services.

Another terrific example of a brand successfully leveraging UGC from influencers is Sperry, a boat shoe brand.

Their 2016 micro-influencer marketing campaign generated amazing results for their brand; their strategy was to reach out to micro-influencers who are already posting images with their products and having them create content for the brand, to be posted on their account.

And they are still going strong now – on their Instagram profile, they promote their #SperryMyWay hashtag to get people to take pictures of their products, and the best ones get featured on their profile.

Which then helps them generate posts like this one:

lifebyhill.png

Conclusion

What makes these campaigns so successful is that these brands work with the right influencers; they don’t focus on numbers and reach; instead, they prefer to focus on results. Not only that, but they also encourage authenticity; the posts don’t feel like ads, and because of this, they generate terrific engagement and massive interest from followers.





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June 29, 2018 at 03:30AM
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What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

6/29/2018

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What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday

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Posted by randfish

We rely pretty heavily on Google, but some of their decisions of late have made doing SEO more difficult than it used to be. Which organic opportunities have been taken away, and what are some potential solutions? Rand covers a rather unsettling trend for SEO in this week's Whiteboard Friday.

What Do SEOs Do When Google Removes Organic Search?

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're talking about something kind of unnerving. What do we, as SEOs, do as Google is removing organic search traffic?

So for the last 19 years or 20 years that Google has been around, every month Google has had, at least seasonally adjusted, not just more searches, but they've sent more organic traffic than they did that month last year. So this has been on a steady incline. There's always been more opportunity in Google search until recently, and that is because of a bunch of moves, not that Google is losing market share, not that they're receiving fewer searches, but that they are doing things that makes SEO a lot harder.

Some scary news

Things like...

  • Aggressive "answer" boxes. So you search for a question, and Google provides not just necessarily a featured snippet, which can earn you a click-through, but a box that truly answers the searcher's question, that comes directly from Google themselves, or a set of card-style results that provides a list of all the things that the person might be looking for.
  • Google is moving into more and more aggressively commercial spaces, like jobs, flights, products, all of these kinds of searches where previously there was opportunity and now there's a lot less. If you're Expedia or you're Travelocity or you're Hotels.com or you're Cheapflights and you see what's going on with flight and hotel searches in particular, Google is essentially saying, "No, no, no. Don't worry about clicking anything else. We've got the answers for you right here."
  • We also saw for the first time a seasonally adjusted drop, a drop in total organic clicks sent. That was between August and November of 2017. It was thanks to the Jumpshot dataset. It happened at least here in the United States. We don't know if it's happened in other countries as well. But that's certainly concerning because that is not something we've observed in the past. There were fewer clicks sent than there were previously. That makes us pretty concerned. It didn't go down very much. It went down a couple of percentage points. There's still a lot more clicks being sent in 2018 than there were in 2013. So it's not like we've dipped below something, but concerning.
  • New zero-result SERPs. We absolutely saw those for the first time. Google rolled them back after rolling them out. But, for example, if you search for the time in London or a Lagavulin 16, Google was showing no results at all, just a little box with the time and then potentially some AdWords ads. So zero organic results, nothing for an SEO to even optimize for in there.
  • Local SERPs that remove almost all need for a website. Then local SERPs, which have been getting more and more aggressively tuned so that you never need to click the website, and, in fact, Google has made it harder and harder to find the website in both mobile and desktop versions of local searches. So if you search for Thai restaurant and you try and find the website of the Thai restaurant you're interested in, as opposed to just information about them in Google's local pack, that's frustratingly difficult. They are making those more and more aggressive and putting them more forward in the results.

Potential solutions for marketers

So, as a result, I think search marketers really need to start thinking about: What do we do as Google is taking away this opportunity? How can we continue to compete and provide value for our clients and our companies? I think there are three big sort of paths — I won't get into the details of the paths — but three big paths that we can pursue.

1. Invest in demand generation for your brand + branded product names to leapfrog declines in unbranded search.

The first one is pretty powerful and pretty awesome, which is investing in demand generation, rather than just demand serving, but demand generation for brand and branded product names. Why does this work? Well, because let's say, for example, I'm searching for SEO tools. What do I get? I get back a list of results from Google with a bunch of mostly articles saying these are the top SEO tools. In fact, Google has now made a little one box, card-style list result up at the top, the carousel that shows different brands of SEO tools. I don't think Moz is actually listed in there because I think they're pulling from the second or the third lists instead of the first one. Whatever the case, frustrating, hard to optimize for. Google could take away demand from it or click-through rate opportunity from it.

But if someone performs a search for Moz, well, guess what? I mean we can nail that sucker. We can definitely rank for that. Google is not going to take away our ability to rank for our own brand name. In fact, Google knows that, in the navigational search sense, they need to provide the website that the person is looking for front and center. So if we can create more demand for Moz than there is for SEO tools, which I think there's something like 5 or 10 times more demand already for Moz than there is tools, according to Google Trends, that's a great way to go. You can do the same thing through your content, through your social media, and through your email marketing. Even through search you can search and create demand for your brand rather than unbranded terms.

2. Optimize for additional platforms.

Second thing, optimizing across additional platforms. So we've looked and YouTube and Google Images account for about half of the overall volume that goes to Google web search. So between these two platforms, you've got a significant amount of additional traffic that you can optimize for. Images has actually gotten less aggressive. Right now they've taken away the "view image directly" link so that more people are visiting websites via Google Images. YouTube, obviously, this is a great place to build brand affinity, to build awareness, to create demand, this kind of demand generation to get your content in front of people. So these two are great platforms for that.

There are also significant amounts of web traffic still on the social web — LinkedIn, Facebook, Twitter, Pinterest, Instagram, etc., etc. The list goes on. Those are places where you can optimize, put your content forward, and earn traffic back to your websites.

3. Optimize the content that Google does show.

Local

So if you're in the local space and you're saying, "Gosh, Google has really taken away the ability for my website to get the clicks that it used to get from Google local searches," going into Google My Business and optimizing to provide information such that people who perform that query will be satisfied by Google's result, yes, they won't get to your website, but they will still come to your business, because you've optimized the content such that Google is showing, through Google My Business, such that those searchers want to engage with you. I think this sometimes gets lost in the SEO battle. We're trying so hard to earn the click to our site that we're forgetting that a lot of search experience ends right at the SERP itself, and we can optimize there too.

Results

In the zero-results sets, Google was still willing to show AdWords, which means if we have customer targets, we can use remarketed lists for search advertising (RLSA), or we can run paid ads and still optimize for those. We could also try and claim some of the data that might show up in zero-result SERPs. We don't yet know what that will be after Google rolls it back out, but we'll find out in the future.

Answers

For answers, the answers that Google is giving, whether that's through voice or visually, those can be curated and crafted through featured snippets, through the card lists, and through the answer boxes. We have the opportunity again to influence, if not control, what Google is showing in those places, even when the search ends at the SERP.

All right, everyone, thanks for watching for this edition of Whiteboard Friday. We'll see you again next week. Take care.

Video transcription by Speechpad.com


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SEO

via SEOmoz Blog https://moz.com/blog

June 29, 2018 at 02:17AM
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