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Showing posts from January, 2018

An Introduction to Google Tag Manager

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Posted by Angela_PetteysDigital marketing thrives on data. No matter what type of site you have, whether it’s a large e-commerce site, a personal website, or a site for a small business, it’s essential to understand how people interact with your site. Google Analytics can provide a lot of the important insights you’re looking for, but when used alone, it does have its limitations. But by tagging your site and using Google Tag Manager in conjunction with Google Analytics, you’re able to collect much more data than you can otherwise.Tags are snippets of code which are added to a site to collect information and send it to third parties. You can use tags for all sorts of purposes, including scroll tracking, monitoring form submissions, conducting surveys, generating heat maps, remarketing, or tracking how people arrive at your site. They’re also used to monitor specific events like file downloads, clicks on certain links, or items being removed from a shopping cart.Sites commonly use seve…

Google Questions and Answers: A Case Study

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Posted by MiriamEllisEver since Google rolled out Questions and Answers in mid-2017, I’ve been trying to get a sense of its reception by consumers and brands. Initially restricted to Android Google Maps, this fascinating feature which enables local business owners and the public to answer consumer questions made it to desktop displays this past December, adding yet another data layer to knowledge panels and local finders.As someone who has worked in Q&A forums for the majority of my digital marketing life, I took an immediate shine to the idea of Google Questions and Answers. Here’s a chance, I thought, for consumers and brands to take meaningful communication to a whole new level, exchanging requests, advice, and help so effortlessly. Here’s an opportunity for businesses to place answers to FAQs right upfront in the SERPs, while also capturing new data about consumer needs and desires. So cool!But, so far, we seem to be getting off to a slow start. According to a recent, wide-sca…

Why It Can Pay to Get Links from Domains that Don't Always Rank Highly - Whiteboard Friday

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Posted by randfishContrary to popular belief, the top ranking pages aren't always the best targets for your link building efforts. There are good reasons to chase those links, sure, but there are also drawbacks — as well as some hidden alternatives you may not have considered trying. This Whiteboard Friday delves into the pros and cons of targeting high-ranking sites for links and why you should consider a link intersect strategy, targeting sites that rank for broader topics, and earning links from publications ranking beyond page one of the SERPs.Click on the whiteboard image above to open a high-resolution version in a new tab!Video TranscriptionHowdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about why it may not actually pay to get links expressly or exclusively from the websites and pages that are ranking highly for your keywords. There's a bunch of reasons why behind this. There's a corollary to it, which is high-rank…

Why Search Agencies Should Embrace the Adjacency of Email Marketing

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Posted by davidmihmAs someone who’s spent virtually his entire career in local search, I’m by no means an early proponent of email. But in my interactions at marketing conferences, studies of industry research, and social media conversations, I get the feeling that many of my peers are even further down the adoption curve than I’ve been.With this post, I encourage you to take a hard look at email marketing for yourselves, or an even harder look if you’ve already done so. If you’ve focused exclusively on offering SEO and SEM services to clients in the past, I hope I’ll convince you that email should be a natural and profitable complement to those offerings.And if you’re a local business reading this post, I hope many of these points convince you to take a look at email marketing yourselves!Making the case for emailHigh ROIWith a return on investment (ROI) of 44:1, marketers consistently rate email as the top-performing channel. According to Campaign Monitor, that ROI has actually incre…

An Investigation Into Google’s Maccabees Update

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Posted by Dom-WoodmanDecember brought us the latest piece of algorithm update fun. Google rolled out an update which was quickly named the Maccabees update and the articles began rolling in (SEJ , SER).The webmaster complaints began to come in thick and fast, and I began my normal plan of action: to sit back, relax, and laugh at all the people who have built bad links, spun out low-quality content, or picked a business model that Google has a grudge against (hello, affiliates).Then I checked one of my sites and saw I’d been hit by it.Hmm.Time to check the obviousI didn’t have access to a lot of sites that were hit by the Maccabees update, but I do have access to a relatively large number of sites, allowing me to try to identify some patterns and work out what was going on. Full disclaimer: This is a relatively large investigation of a single site; it might not generalize out to your own site.My first point of call was to verify that there weren’t any really obvious issues, the kind wh…

SEO Strategies & Trends in 2018 – Keyword Research

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The world of search marketing and optimization is changing every day.  So we wanted to pull together our opinions on trends, tactics and strategies for SEO in 2018.Let's start with what I call Evergreen strategies.  Strategies that will never get old or outdated and have stood the test of time.Keyword ResearchEvery quality search optimization and marketing campaign needs to start with an in-depth keyword research session.  Start with what you believe is the top keyword for the service or product you are trying to rank.  This would be the head or primary keyword.In our case, we are trying to rank for SEO related keywords.  We would start with the primary keyword "SEO".  If you are a plumber, you might start searching "plumber" or "plumbing services".I start my keyword research with Google Trends.Type in your primary keyword into the search bar on the Google Trends page.Select the location of the search traffic.  It defaults to worldwide.  I refine to U…

Should SEOs & Content Marketers Play to the Social Networks' "Stay-On-Our-Site" Algorithms? - Whiteboard Friday

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Posted by randfishIncreasingly, social networks are tweaking their algorithms to favor content that remains on their site, rather than send users to an outside source. This spells trouble for those trying to drive traffic and visitors to external pages, but what's an SEO or content marketer to do? Do you swim with the current, putting all your efforts toward placating the social network algos, or do you go against it and continue to promote your own content? This edition of Whiteboard Friday goes into detail on the pros and cons of each approach, then gives Rand's recommendations on how to balance your efforts going forward.Click on the whiteboard image above to open a high-resolution version in a new tab!Video TranscriptionHowdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're chatting about whether SEOs and content marketers, for that matter, should play to what the social networks are developing in their visibility and engagement algorithm…