In order to fully appreciate the significance of localized marketing, we first need to understand the dominant forms of marketing that preceded it. There have been three major technological disruptions over the past century that fundamentally changed the marketing landscape: broadcast television, the internet, and smartphones (mobile computing).
When it comes to online marketing, it is important to grab the attention of people and search engines. In order for businesses to do that right, it takes a concerted focus on both search engine optimization (SEO) and content marketing, and it is important for businesses to understand the difference.
While both go hand in hand, simply creating content will not take care of all SEO tasks. There is much more to attaining a visible online presence than just that. SEO helps businesses cast a wider net. Content marketing helps in converting traffic into sales.
Content Marketing to Get the Word Out
SEO incorporates everything on your website. While content marketing should involve an SEO-driven keyword strategy, it is also the aspect of your marketing that should work to engage your audience. It needs to be engaging and educational all at once.
Here is an example of a few content marketing-related platforms and strategies:
• Social media
• White papers
• Web page content
• Content curation
• Infographics (cool read about how inforagphics are accelerating online marketing efforts.)
It is important to think long and hard about the strategy that you want to use for your business in creating content. Chances are, it is how... Read more
Google's recent Hummingbird algorithm and the arrival of KitKat are forcing agencies and brands to stretch their search marketing minds and strategies even further - for the better. More focus on meaningful content and mobile engagement with content translates into a need for longer-term SEO and content marketing commitments. It is clear the days of quick wins and overnight successes in SEO are indeed an era that is well behind us.
In a previous blog post, Time for a New Definition of SEO, many readers commented with their own insights and opinions about the requirement for a new definition of SEO. The following concept seems to be prevalent:
“SEO is the long-term process of enhancing a brand’s opportunity for discoverability in search and social, throughout the prospect’s buying cycle and across any device.”
Understanding searcher behavior by channel, intent by geography, and engagement by content asset throughout the buying cycle is key to a brand’s web presence reputation.
Mobile Usage is Forcing a Shift of Search Strategies
It is projected that the number of mobile devices on this planet will surpass the population of the world in the very near future. As it stands, according to data available on Wikipedia, there are 6.8 billion mobile... Read more
Some 87 percent of Google's organic traffic going to the Web's largest news sites is encrypted and showing up in reports as (not provided), according to data from Parse.ly. It's a stunning shutdown of keyword data via Google Analytics. Essentially, Google is no longer allowing webmasters to see what organic keyword searches are bringing users to their sites.
To dedicated SEO strategists, this has not been a surprise hack. In fact, Google started encrypting keyword data back in Oct. 2011, according to eConsultancy. In the image below, you can see that the top referring link at that time coming back to the firm was a (not provided).
Put another way, when users perform searches while logged into a Google service, Google blocks all data from the incoming organic keyword referrer. Various analytic tools showed that Google was blocking about half of this data throughout 2012 and into 2013, simply reporting it as (not provided). Search marketers were stymied with this change. Google claimed it was to protect user privacy, but others opined that it had more to do with elevating revenues for Google AdWords. After all, AdWords users still saw the keyword referrals, putting Google's motives under suspicion.
But now, Google has encrypted... Read more