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Showing posts from September, 2019

From SEO to CMO: Self driving technology and the path to C-Suite

There is an incredibly exciting trend happening in the SEO community where more and more marketers are taking on more responsibility across multiple facets of digital marketing. As digital marketing develops more nuanced and targeted execution, marketers see ways to diversify their skillsets and impacts on their organizations. For search marketers, there has never been a better time to take advantage. According to BrightEdge data from CEO Jim Yu, more SEOs are taking on broader roles and having a bigger impact  – with 51 percent of customers expanding the role of SEO across all digital marketing and 23% become CMOs in recent years. Last week at Share19, hundreds of digital marketers, SEOs, and content strategists gathered to collaborate towards a common goal – to driving growth and revenue to their businesses and progress their SEO and digital marketing careers. Attendees learned new and advanced techniques for keyword research, learned about the career journeys of chief marketi...
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Optimizing for voice search in 2019: Q&A with Amine Bentahar

As we gear up for The Transformation of Search Summit at the end of October, we have another speaker Q&A. This time we’re hearing from Amine Bentahar about his upcoming session on voice search optimization. Amine Bentahar is the Chief Digital and Operating Officer at Adantix Digital. He’s also an author and member of the Forbes Agency Council. Amine’s session will be about “Optimizing for position 0: Everything you need to know about voice search.” Tell us about your current work Amine Bentahar: I’m the Chief Digital & Operating Officer at Advantix Digital. I’m in charge of operations and ensuring that we are delivering the best quality work and exceptional results for our clients. I’m also responsible for the overall digital and marketing strategy for many of our key clients which includes publicly traded companies, companies backed by major VC and PE firms, and mid-sized companies from various industries.  What are your key priorities over the next twelve mont...
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A visual guide for every Google Ads extension

Sitelinks, the first Google ad extension, was introduced in 2009. They enabled advertisers to expand the total size of their text ads while also providing additional links to the advertiser’s website. In the ten years that followed these original ad extensions, Google rolled out an additional ten manual and automated extensions and two automated-only extensions. Manual extensions require that advertisers set them up within Google Ads before they can show up in the actual ad. Automated extensions require no set up on the advertiser’s part – Google Ads these automatically based on system predictions of performance. Since ad extensions only appear beneath the main body of the ad at Google’s discretion, there’s no easy way to preview an ad with the extensions included, thus it’s challenging for Google Ads managers and agencies to explain to clients what their actual ad might look like to searchers. This inspired me to create an in-depth, fully illustrated guide of Google’s ad extensi...
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Using topic clusters to increase SEO rankings in practical

Topic linking comes under the wider term, internal linking. Internal links in SEO go to web pages in the same domain, internal links are considered to be of less value than external links.  However, the topic clusters can be strategically used to significantly improve your site’s performance and increase rankings.  What internal linking is Internal links are useful for Google to identify content on your site. Google’s bots find new content by crawling websites and following links. It means that if you post fresh content and it is not linked to any other page on the web, it won’t be found, nor ranked.  Google  itself confirms that, saying – “Google must constantly search for new pages and add them to its list of known pages. Some pages are known because Google has already crawled them before. Other pages are discovered when Google follows a link from a known page to a new page.” How topic clusters work While internal linking is quite broad, topic linking is n...
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Moz Local Search Analytics and industry trends: Q&A with Moz’s Sarah Bird and Rob Bucci

Moz is known and loved by many in the SEO community not only for their tools, but also for the ways they’ve contributed to SEO education via their blog, Whiteboard Fridays, Search Ranking Factors study, and more. We caught up with Moz’s Sarah Bird and Rob Bucci to learn about what they’ve been working on and trends they’re seeing in SEO . Sarah is CEO of Moz and has been at the company since joining as the eighth employee in 2007. She’s helped grow the company from a few hundred customers to now more than 37,000. Sarah holds a J.D. and previously worked as an attorney before getting into the startup space. Rob is VP of R&D at Moz. He previously was CEO of STAT Search Analytics, which he helped build since 2011 and which was acquired by Moz in October 2018.  Their company is headquartered in Seattle, where Sarah is based, and they also have a large office in Vancouver, where Rob is based. In this conversation, we focus mostly on Moz’s interest in and work on local sear...
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Why we need to think of entities and the future of SEO

It’s time to think of the future of SEO. What should we focus on? It’s time to find out more about entities and how they affect our SEO strategies. Brighton SEO is an exciting conference for everyone who wants to find out more about the latest trends and tactics in all things SEO. No matter how experienced you are, there’s always a session to inspire you to try out new ideas. Greg Gifford, Vice President of Search at Wikimotive, talked about entities and the future of SEO. Defining entities for SEO Google is considering an entity a thing or concept that is singular, unique, well-defined, and distinguishable. In fact, according to Greg Gifford,   entities are the most important concept in SEO. It was back in 2012 that Google moved to entity search. Real-world entities and their relationships started being ranking signals. A year later, Google started focusing on the semantics to make its ranking algorithm smarter. Then we found out in 2015 that ranking search results started ...
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Q&A with Microsoft’s Noël Reilly: Data, discovery, customer-first mindset

Noël Reilly, Strategic Account Director at Microsoft, discusses her upcoming session at The Transformation of Search Summit , which will take place on October 25 here in New York. As a prelude to the event, we’re doing a series of Q&As with speakers and panelists. First up, we have  Noël , who will be on the panel,  “Embarking on a search transformation project.” Tell us a bit about your role at Microsoft?  Noël Reilly: As a Strategic Account Director for Microsoft Advertising, it’s my responsibility to partner with our top global clients and ensure they understand our Microsoft value proposition and how to best leverage Microsoft Advertising products to reach their customers. My main goal is to help build client relationships and partner with them on digital strategies which empower and grow their business. What are your key priorities over the next twelve months? NR: Our Microsoft Advertising offering is evolving quickly — we’ve come out with a ton of solut...
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How changing domains challenge SEO

An insight on the relation of Domain and SEO, and how it impacts your digital footprint altogether. When you are running a website, the digital footprint you build plays an imperative role in how your website fares among search engines. But be it a blog, online store, or a video stream, the goals are more or less the same – get traffic, create awareness, and generate conversions. To achieve this, webmasters spend vast amounts of their time increasing their organic web traffic, improving conversion volumes, and practicing different SEO techniques to enhance the visibility of their brand. At some point on this online journey, there may come a time when you feel your website needs to achieve certain milestones in order to grow and establish a stronger position in the market. During this phase, you may come across the decision of changing your domain name to re-brand for expansion, enter a more popular TLD, or increase your digital marketing potential. What happens when you switch domai...
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Interview with Tony Uphoff: Digital Marketing for B2B Manufacturing Industry

Most of my clients are from B2B industrial manufacturing. I have many challenges with this industry because my clients’ products and services are very specific, niche websites. I have developed new B2B SEO and PPC strategies in my everyday hands-on experience by managing multiple projects. In addition, there is another challenge that the industry is facing, the adaption to digital transformation. I decided to talk about B2B with Tony Uphoff, the CEO of Thomas. Thomas is a leading resource for product sourcing and supplier selection. Tony is the video host of the popular, “Thomas Index Report” on industrial sourcing trends, and he is a regular Forbes.com contributor who writes about the industrial marketplace. I was curious to know what Tony thinks about the challenges that B2B manufacturing companies are facing when adapting to digital transformation and data-driven culture. I know that my fellow B2B marketers who are dealing with the same challenges will find a lot of value for...
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