Computer, desk, notebook and plantSocial Optimization

 

Google recently acquired a patent for detecting spam across social networks, which Bill Slawski nicely summarized this week on SEO by the Sea. With Matt Cutts still on extended leave, it will be interesting to see how Google’s definition of social spam develops and any implications that may have for ranking signals.

What does ‘social selling’ mean to you? If you’re looking for ways to increase sales from the social channel, then Lincoln Murphy’s post at Sixteen Ventures is a great place to read up.

We hear a lot about Facebook, Twitter, Instagram, Pinterest, and LinkedIn. But there are many, many more social media platforms out there that are lesser known and under-utilized by digital marketers. Periscope and Meerkat are two social spaces that have a lot to offer, but often fly under the radar. At Market Campus, Brandon Hassler has some tips for incorporating these two platforms into your social media marketing.

Social Media Examiner has a great post this week rounding up the major social media trends happening as we make our way through Q2. Did you know that social selling is projected to increase 50% year-over-year globally?

If you haven’t been seeing the results you want from your social media efforts, you may need to take a step back and reevaluate some basics. At Entrepreneur.com, Kim Garst has five key areas marketers should troubleshoot when they’re in a rut.

 

SEO

 

Is auditing competitors’ backlinks currently part of your SEO strategy? While there are definitely benefits to doing so, Julie Joyce has a different perspective. Head over to Search Engine Land to read why she doesn’t mine competitors’ backlinks, and learn about some potential pitfalls of the practice.

The heart of SEO is continuous improvement, testing, and implementation. This is true of campaigns, and it’s true of your approach to SEO as a whole, as well. Dennis Seymour has put together a very thorough checklist (in infographic form) of everything to consider when you’re building out an SEO strategy at the Raven Tools blog.

Though taking inspiration from others’ successful SEO campaigns is a trick most resourceful marketers keep in their back pockets, it’s an approach to take with care. At ahrefs.com, Dale Cudmore has a cautionary tale about his experiences with the “skyscraper technique”, and why it didn’t work out.

Any time you launch a new website or do a major redesign or rebrand of your current website, there are SEO factors to take into consideration. At Search Engine Land, Thomas Stern has a thorough guide to the basics of keeping your SEO strategy intact and staying in line with best practices during a website transition.

 

Conversion Optimization

 

There’s a lot of research out there covering the psychology of buying, selling, and user experience. Are you using it to your full advantage when you build landing pages? Maya Nix has some great tips on Inbound.org on how to use psychology to create high-performing landing pages.

There’s a great article over at the HubSpot blog by Ted Ammon this week covering two major ways to reduce obstacles in the online buying process and collect valuable information about your customers while they’re on your website. If you run an ecommerce website or do digital marketing for one, this is definitely worth the read.

 

Email Marketing

 

Has your strategy for growing your email list gone stale? There are more ways to grow your lists than you might think, and Adam Connell has 36 tips for using social media to drive subscriptions at Blogging Wizard.

How can you improve your emails? Pay closer attention to user experience. It’s easy to get tunnel vision and focus all of your efforts on copy—after all, that’s the meat of the email—but user experience is just as important. Janet Choi walks us through the reasons why at Customer.io.

 

Reputation Management

 

Rave reviews of your business or product are worth their weight in gold. But cultivating them is an art, and there are a few things to keep in mind in order to get the testimonials that will make your reputation shine. Learn how to get the glowing reviews you need from your clients1 at IMNOW.

 

Content Marketing

 

If you struggle with creating personas for use in your digital marketing campaigns, then Talia Wolf’s guide at Conversioner is a great place to read up and learn how to hone in and closely define your target audience.1

This week, Cave Social has 10 tricks (okay, hacks) for creating better content, distilled from years of content marketing experience.

Many digital marketers find personas useful, especially for content marketing. But crafting them—and then applying them in useful ways—is an art, and there is plenty of opportunity for error and misuse. Does that risk justify doing away with them altogether? Gord Hotchkiss evaluates the pros and cons at MediaPost.

If you’re in the SaaS game, then this deck by Smashing Copy on Slideshare will be a great Friday read for you. Pawel Grabowski has some valuable tips for attracting first-time users to your software or app.

Is radio the last frontier for content marketing? Mark Lapidus argues that storytelling—the kind that digital marketers use—is at its most powerful when it’s broadcast at Radio World.

 

Mobile Optimization

 

Marketing apps on mobile just got easier. Goo.gl shortlinks can now be used in website content, iOS apps, or Android apps. “Once you’ve taken the necessary steps to set up App Indexing for Android and iOS, goo.gl URLs will send users straight to the right page in your app if they have it installed, and everyone else to your website,” writes Fabian Schlup, a Google Software Engineer, on the Google developers blog.

Google’s mobile update rolled out a while ago, but for many site owners who needed to make major changes to their websites, the work has only just begun. Aleh Barysevich at Search Engine Journal has some recommendations for ecommerce websites can assess their mobile-friendliness, and steps to take if you’ve got improvements to make.

An exciting update from Google this week: “buy” buttons will start appearing in mobile search ads, enabling users to initiate purchases straight from their mobile search results. We don’t really know when yet, but Ginny Marvin has a few more details at Marketing Land.

We know that mobile usage is exploding, but where does that leave desktop? Surprisingly, new research discussed over at Econsultancy this week suggests that not only is desktop still alive and kicking, but remained consistent at 500 billion minutes per month among Americans.

 

Local Optimization

 

Citysearch and Yext have joined forces. Directory listings will still be found at Citysearch, but users who wish to claim a listing will find themselves working through Yext’s PowerListings network to make that happen.

Google Maps will be going offline, allowing users to take advantage of its directions features even when they’re not on wifi or receiving data. The announcement came at Google I/O this week, though we don’t know when the update will happen—Google says “later this year”. Don Reisinger has the full story at Cnet.

Aside from ensuring the mobile-friendliness of their websites, how can local SMBs take advantage of Google’s mobile update? Business 2 Community’s Shira Anderson has several ways SMBs can tweak their online presence and marketing strategies to answer user behavior.