I was interviewed last week for this Search Engine Watch piece by Mike O’Brien focusing on videos and how they might affect predictive search. O’Brien’s article got me thinking about the topic and I wanted to expand on thoughts about how videos do and do not help with search and predictive search in particular. How
Having worked in the world of higher ed marketing in the past, I have noticed that many universities are woefully behind when it comes to online marketing and web design. It can be shocking to think that these huge institutions that employ thousands of people and bring in millions of dollars don’t understand some of
How Interviewing Subject Matter Experts Builds Traffic, Links and Credibility A 2014 Nielsen study found that “earned media is overwhelmingly more effective across all three phases of the buying process,” according to Jeremy Church of Business 2 Community. Specifically, earned media was 80 percent more effective during the purchase consideration and affinity stages, and 38
Mark Traphagen’s recent post about the importance of branding for SEO. Traphagen cites a recent presentation from Rand Fishkin that notes well-known brands dominating many search results. I agree with Traphangen and Fishkin’s ideas, but want to take it a step further. It is not enough to have a big brand. 1) Brand Reputation The brand
Most organizations still do not have a data strategy. They may collect data, but they are still struggling with knowing exactly what, where and when to measure. That’s why many of us cling to very simple measurements of success like pageviews and likes. “It’s time to kill the pageview as a measure of success,” said
Looking at analytics can make your head explode. It’s easy to become overwhelmed by mountains of data unless you know exactly what you are looking for and why. SEO (search engine optimization) can be similarly daunting. It is difficult to get a grasp on what SEO factors can affect a website’s search rankings. With that
Thoughts on content marketing and content distribution from one of the best: Buzzfeed CEO Jonah Peretti At SXSWi 2015, Jonah Peretti returned to the conference following a two-year absence. He discussed how Buzzfeed has changed in response to changes in the marketplace, and offered advice that any marketer can use to create, distribute and measure their content.
I’ve been a longtime critic of McDonald’s marketing and social media efforts. Specifically, I have noted that their Facebook page is used as a broadcast piece rather than a discussion piece. Also that their efforts to appear “human” and “transparent” have, up until now, appeared to be staged and forced. So, I’m at the JW Marriott