Voltage Creative

Web Development & Design | Online Marketing

Google Rolls Out New Inbox App

Google Inbox App

 

 

 

 

 

 

On October 22, 2014 Google Announced it would be rolling out with a new app called Inbox that will hopefully go above and beyond our wildest dreams. The app will help you declutter your current gmail account and be able to read what matters most to you.

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Voltage Welcomes Brittany Link

Brittany LinkVoltage is excited to announce a new hire as it welcomes Digital Marketing Analyst, Brittany Link.  Brittany’s experience and perspective immediately adds to the award winning online marketing staff at Voltage as the agency continues to grow in the areas of search engine optimization (SEO), pay-per-click (PPC) advertising, content marketing, social media marketing (SMM), and email marketing.

Please feel free to help us welcome Brittany to the team and reach out to her via brittany[at]voltagekc.com.  You’ll likely soon start seeing some awesome content on this blog and elsewhere on the interwebs by Brittany.  Also, stay tuned for additional company updates on the blog and in the media in the near future as some exciting things happening here will be announced soon!

Voltage’s Corey Morris Moderating at AAF-KC Advertising 101

Catch Voltage’s Corey Morris at AAF-KC’s Advertising 101 on Friday, October 3. The Advertising 101 event (formerly called “Career Day”) takes place from 8am to 4pm at the Henry W. Bloch Executive Hall for Entrepreneurship & Innovation on the UMKC campus. Read more

Job Opening: Digital Marketing Analyst

The Voltage team is growing and we’re interviewing candidates now for Digital Marketing Analyst.  See the job description below and contact us as soon as possible if you or someone you know is interested. Thanks! Read more

RT @WIRED: I liked everything I saw on Facebook for two days…and it was the worst wrd.cm/1A7ocl6

The 5th & final @VoltageKC post recapping @Searchmetrics #Visibility_14 w/ collection of stats & highlights bit.ly/1oJzNCJ #SEO #SEM

Visibility_14: Final Highlights Recap

I recently had the opportunity to attend the Visibility_14 conference hosted by Searchmetrics in Chicago and it featured a great lineup of speakers covering a range of search and content marketing topics. It is always great to attend shows and bump into industry leaders in our “backyard” here in the Midwest.

Over the course of this week, I’ll provide specific notes, insights, or key takeaways that I think are worthy of sharing from the conference.

This post features a collection of stats and insights from several presentations as I wrap up the series.  Stick with me as some of these quick hits and points read (nearly) as fast as the pace of a Marty Weintraub presentation…minus the awesome graphics and energy.


Visibility_14 search marketing conference logoEngineering + Marketing: Building and Scaling Content
Thomas Martino, InternMatch

Marketers are part engineer = “growth hackers”

“Enabling marketing through optimized engineering”

The simple process:

  • Engineering: Build a tool to enable marketing
  • Marketing: build valuable content
  • Scale & Long Tail

Using Search to Guide Creativity: How Search Data can Direct your Content Marketing Program
David Dunne, Founder and CEO of velocidi

“70% of users would rather visit an article page of a company website than a company page.”

The Future:

  • Data driven content marketing
    • This year 93% of B2B marketers have used content marketing
    • Need to stop looking at research and big data in silos, but across all channels
    • Persona mapping, data unification, predictive analytics

Missed Connections: The Trouble with Shortsighted Brand SEO
John Curtis, SEO Manager at Walgreens

“31% of customers who encounter incorrect information on third party directory sites will be mad at the company and not the directory.”


Merging Search & Psychographics: Gorgeous Retargeting Filters
Marty Weintraub, aimClear

  • Search drives people into the marketing system.
  • First choice is that they buy right away…if not, then we follow them.  This is about mid-funnel content entry.
  • Following is omnipresent: creepy vs helpful
  • Psychographics are more of the complete picture of us than demographics

SEO Panel Discussion
Cory Halderman – Verizon Wireless, Jordan Koene – eBay, Bob Rains – CBS Interactive, Casey Winter – Pinterest, Marcus Tober – Searchmetrics + John Rampton as moderator

Key Takeaway is that their consensus of the biggest change in ranking factors is that PAGE LOAD TIMES REALLY DO MATTER


Optimizing Your Content Marketing for 2015 and Beyond!
Arnie Kuenn, Vertical Measures

Most common problems Arnie and his team finds on client sites:

  • Duplicate content
  • Duplicate tags
  • Pages blocked
  • Poorly optimized images and videos
  • Over-optimization of anchor text in backlinks and footer

Recent Google Update: Font size changed in SERPs and now title tag needs to be 55 characters and 115 characters for meta description…did you know that?

Keyword Research: keywordtool.io is great for content ideas as well as Google suggest for blog and page topics based on what people are searching for.  UberSuggest does it as well and is especially nice for determining article titles.  Yahoo Answers is another potential source.


Want to hear more about this presentation, the Visibility_14 conference, or learn about my philosophy on search and online marketing?  Please reach out as I’d love to chat!

Read other posts featuring Visibility_14:

The Future of SEO-a business view

The Search (R)Evolution

Content Marketing & Link Auditing

5 Steps to AdWords Profit

Chicago photo by Bernt Rostad, modified by Voltage.

Visibility_14: 5 Steps to AdWords Profit

I recently had the opportunity to attend the Visibility_14 conference hosted by Searchmetrics in Chicago and it featured a great lineup of speakers covering a range of search and content marketing topics. It is always great to attend shows and bump into industry leaders in our “backyard” here in the Midwest.

Over the course of this week, I’ll provide specific notes, insights, or key takeaways that I think are worthy of sharing from the conference.

This post features a presentation titled:
“5 Steps to AdWords Profit” by Bjorn Espenes of Finch.

It was great to see Bjorn and Finch on the agenda at a primarily SEO and content marketing focused conference and get some great PPC info.  The philosophy presented through the five steps in the presentation were supplemented with a lot of graphics and details.  This recap doesn’t include the graphics, but does embody the philosophy and tactics and seems very powerful when fully implemented.

Visibility_14 search marketing conference logoStep 1: It’s the Outcome

Get a scorecard to measure performance based on everyone’s goals

Step 2: The Magic Wheel of Google

  • Match types and using exact match as it converts better…be willing to bid more on exact match terms
  • CTR is important as it is measured with how much I’m willing to pay to determine quality score
  • Watch search terms to start building out exact match terms for those that resulted from broad match so that I can shift match types and focus over time

Step 3: Actionable Data

  • Tracking and how to know what you’re looking at…understand different conversion types as they are all aggregated by default.  Tools > Conversions
  • Ad Group Structure:
    • For each keyword we have, separate into 4 ad groups by match type
    • 1 Keyword to 1 Ad
    • Sort by impressions and do this by ads that drive the most traffic
    • Within the isolated exact match clicks, put mobile modifier on it and visitor behavior targeting
    • Do this for all the match types as well…provides granular detail
  • Implement profiles and bid aggressively.

Step 4: Kill Your Competition

  • CPA vs CPV
    • CPA:  90%+ of your competitors using this
    • CPV:  Bids based on revenue and dynamic options based on revenue goals per keyword/product/target

Step 5: Everything Changes

  • Grow keywords (exact match –> keyword bank)
  • Improve ad CTR
  • Use all possible extensions
  • Check out competitor landing pages as they might be changing stuff and that could cause my CTR to go down
  • Tune bids on performance

Want to hear more about this presentation, the Visibility_14 conference, or learn about my philosophy on topical search engine optimization versus keyword-based optimization?  Please reach out as I’d love to chat!

Read the previous posts from Visibility_14:

The Future of SEO-a business view

The Search (R)Evolution

Content Marketing & Link Auditing

Chicago photo by Bernt Rostad, modified by Voltage.

Visibility_14: Content Marketing & Link Auditing

I recently had the opportunity to attend the Visibility_14 conference hosted by Searchmetrics in Chicago and it featured a great lineup of speakers covering a range of search and content marketing topics. It is always great to attend shows and bump into industry leaders in our “backyard” here in the Midwest.

Over the course of this week, I’ll provide specific notes, insights, or key takeaways that I think are worthy of sharing from the conference.

This post features a presentation titled:
“Content Marketing & Link Auditing” by Prashant Puri of AdLift.

Prashant opened his presentation by sharing a three step process that he recommends for content topic research that combines with link building.

Visibility_14 search marketing conference logoResearch –> Strategy –> Mitigating Risk

Research:

  • Use UberSuggest tool to supplement the AdWords Keyword Planner as it provides seed keywords and combos that fall under it.
  • GrepWords helps with matching regular expressions beginning with certain keywords
  • Content Runner focuses on content specific keywords removing generics and also brings in relevant tweets
  • SearchMetrics provides long-tail data to help find low hanging fruit

Competitor Analysis (Strategy):

  • Seek topically relevant sites: use ahrefs as this tool provides backlink reports that allow for sorting based on social metrics and details.
  • Influencer outreach: leveraging social media and Topsy as a platform to understand sites and influencers talking about topics. Topsy has a freshness filter and links filter
  • Broken link acquisition: there are many tools available that detect links well and will supplement manual work with webmasters.
  • Image Attribution: use Google image search to locate your images and ensure that other sites using your image content are linking back to you as the source

Mitigating Risk:

  • Understanding your current link distribution to identify low quality links. Ahrefs is a great tool that supplements details to go along with Moz. Also, look at the unique links/domains linking, not just the total set of links for quality.
  • Understanding current anchor text distribution (ahrefs). Also, segment brand vs non-brand.
  • Understanding current landing page distribution (ahrefs)
  • Note that the ideal landing page vs links segmentation should be as diverse as possible across the site and across link sources
  • Watch out for Penalized Sites – SearchMetrics SEO visibility and SEMRush work well for analyzing sites linking to us. We want to have links from other sites that are visible in search and we can also look at the position spread of those sites.

Prashant noted that AdLift keeps a profile on each of the link targets with extensive data. He also closed by discussing how well negative SEO seems to be working and the need to put a system in place to monitor and audit links. His team receives notifications and watches fresh links to ensure they aren’t going to cause harm. He noted that TripAdvisor does this type of monitoring and disavows risky links on a weekly basis. Majestic SEO is a great tool for watching new links and trust rank. He recommends using Google Webmaster Tools as well to download data, sort it, and cross reference it with the other tools that provide authority scoring. Link Detox is also a good tool for finding low quality links.

Want to hear more about this presentation, the Visibility_14 conference, or learn about my philosophy on topical search engine optimization versus keyword-based optimization?  Please reach out as I’d love to chat!

Read previous posts featuring Visibility_14:

The Future of SEO-a business view by Tom Schuster

The Search (R)Evolution by Marcus Tober

Chicago photo by Bernt Rostad, modified by Voltage.

Visibility_14: The Search (R)Evolution

I recently had the opportunity to attend the Visibility_14 conference hosted by Searchmetrics in Chicago and it featured a great lineup of speakers covering a range of search and content marketing topics. It is always great to attend shows and bump into industry leaders in our “backyard” here in the Midwest.

Over the course of this week, I’ll provide specific notes, insights, or key takeaways that I think are worthy of sharing from the conference.

This post features a presentation titled:
“The Search (R)Evolution” by Marcus Tober of Searchmetrics.

Marcus went through a very intriguing presentation showcasing the past year’s SEO ranking factors based on their own primary research. Here’s a rundown of conclusions taken from a wealth of data, graphs, and advanced statistics.

Visibility_14 search marketing conference logoRanking Factors Research Background:

  • Tracked rankings 1-30 in Google search results for organic and video results for 10,000s of queries
  • The ever important reminder that correlation doesn’t equal causation
  • All comparisons noted are to the same data in 2013

On-Page Techniques:

  • Site speed (page load times) increased in importance by 200%
  • Avg load time 0.7-0.8 seconds per page for top rankings. 1.2 seconds average for page 2 search results.

Number of Internal Links

  • The brand factor – even if not optimized, Google wants to show it
  • Less is more!

Content:

  • Keyword in description is not as important as last year
  • Text length in characters – increased over past year by 12% (words, sentences, etc.)

Hummingbird Update:

  • This is not just about the knowledge graph
  • Contextual search (where you are, what device you use, etc.)
  • Conversational search
  • Semantic search

Context in Search is Important:

  • How are keywords connected
  • High correlations on content complexity and quality
  • Relevant keywords = high
  • Proof keywords = high

Mobile:  Only 64% of same URLs are ranking for desktop vs. mobile SERPs

Semantic Search:  Google is trying to understand and answer for users

Google (After Hummingbird):

  • It understands multiple queries mean same thing and delivers same SERP results for similar queries. Ups and downs in diversity of SERPs as Google is testing it.
  • Diversity is dropping in general slightly, but ups/downs. Question queries dropped 10%.
  • Example shared of rice dish vs. rice recipe with 2013 having just 2 matching results in the page 1 SERP compared to 2014 having 7 of the 10 matching.
  • Key takeaway is to be holistic in optimization and thinking.

Backlink Elements

  • Number of links dropped in correlation and importance
  • Increase in SEO visibility of linking URL.
  • A big takeaway here is to consider the visibility of the site/page that is linking to you.  You want links from sites/pages that are performing well in the SERPs too!

Evolution of SEO

  • More content isn’t better unless it is meaningful
  • Because of “not provided” we’ll look at URLs and not keywords.  Note: this aligns with my philosophy and a noted key takeaway from Tom Schuster’s presentation on The Future of SEO.
  • Keywords will become topics and rankings are an expression of relevance
  • Mobile content is becoming a ranking factor
  • Remember that search engines don’t buy products, people do

New in 2014 Data is an Analysis of User Signals in 2014:

  • Time on site has positive correlation (135 sec avg at top of page 1 results, 80 seconds at position 10)
  • Bounce rate = neutral correlation
  • Positions 11-13 have higher CTR than position 10.

SEO Conclusion/Goal:

  • Conserve traffic – conventional SEO-methods
  • New traffic through fresh content
  • Search engine optimization transition to search experience optimization

 

Want to hear more about this presentation, the Visibility_14 conference, or learn about Voltage?  Please reach out as I’d love to chat!

Read the previous post from Visibility_14: The Future of SEO-a business view” by Tom Schuster

Stay tuned for tomorrow’s post covering the session by Prushant Puri titled “Content Marketing & Link Auditing.”

Chicago photo by Bernt Rostad, modified by Voltage.