This week, we’rTop 25 Inbound Marketing Articles of the Week: July 24, 2015e covering the arrival of Google Photos and a new Maps feature, local marketing lessons from Comic-Con, a guide to copyright for content marketers, and much more. There’s plenty of food for thought at the UpCity blog this week, with major themes centered around in-search conversion options and semantic search.

Search Engine Optimization

  • Did you know that searchers can now download software directly from their Bing search results? The trend toward in-SERP conversions marches forward, and Jennifer Slegg has the details at The SEMPost this week.
  • If you haven’t played around with Google’s new Maps feature, Your Timeline, it’s time to take a look. The feature relies on Location History tracking to tell you where you’ve been. Learn more about how it works at Nathan Ingraham’s post on The Verge.
  • One of the most challenging things to explain to clients is why traffic or conversion rates might decrease early into an SEO campaign. At Digital Third Coast’s blog this week, Tom Shearman takes a closer look at how rankings can affect conversion rates, how to tell what stage of the conversion funnel site visitors fall into, and more.
  • As you may have heard, Google Plus Photos is will be replaced by Google Photos on August 1. Among other features, users will get unlimited storage. Kia Kokalitcheva has the full story at Fortune.
  • How is information classified and analyzed on the semantic web? We hear the words “semantic web” and “semantic search” tossed around all the time, but what does that actually mean in terms of information architecture and search algorithms? At Cyborgology, Lindsey Poirier has a very in-depth look at schema, ontologies, and semantics.


Social Optimization

  • If you like infographics and social media marketing, then Scott Ayres’ compilation of the 16 top Facebook marketing infographics at Post Planner this week is a must-read for you.
  • Picking the right place to post content, advertise, and engage with users is key for successful social media marketing campaigns. Domain Cost Club has some helpful hints for picking the platform that will help you put your message in front of the right people.
  • Social media is driving online retail sales in a big way, and marketers who want to deliver conversions for ecommerce clients should be aware of every tool available to them. Corey Ferreira at Shopify put together a comprehensive guide to Facebook ads for ecommerce, which is essential reading if you’re new to social selling.
  • With so many different social networks and platforms out there (each with their own analytics offerings), compiling a comprehensive “big picture” of a social campaign can be difficult and time consuming. Hootsuite’s webinar on accurately tracking social analytics and measuring ROI is a great place  to pick up strategies for more accurate tracking and reporting.


Reputation Management

  • Successful reputation management requires a blend of PR, SEO, and advertising skills, and every time Google updates its algorithm reputation managers must be prepared for changes in search visibility and how a business’s reviews and content appear in search. At SEMRush this week, Jayson DeMers discusses how the Panda Algorithm continues to affect the PR industry.
  • Keeping an eye on every mention of you or your client’s brand on the Internet may seem like a daunting, impossible task, but with the right tools it’s very doable. At the mention blog, Lindsey Prowse has some great tips for quick and painless online brand monitoring.


Mobile Optimization

  • As increasing numbers of users consume content on mobile, marketers must learn which types of content are most successful with their target audiences. At Vertical Leap’s blog this week, Ryan Jones examines the strengths and weaknesses of long- and short-form content on mobile.
  • What’s next for mobile optimization? Jason Ephraim compared current technology (and corresponding best practices) to potential mobile optimization capabilities at the Irresistible blog this week.


Conversion Optimization

  • If conversion optimization is your game, then you’re probably very familiar with the basics of A/B testing. But sometimes the toughest conversion nuts to crack require a review of the fundamentals, so Eyal Katz’s post this week on the six fundamentals of A/B testing at the blog is a great place to start if you’re stumped.
  • At the Conversioner blog this week, Talia Wolf’s post on driving conversions through emotional targeting is a must-read for anyone hoping to capitalize on user psychology to pump up conversion rates.


Email Marketing

  • Keeping CRMs and contact lists updated and organized is an important (but often overlooked) aspect of email marketing. At the Nimble blog, Clinton Skakun drives home the point that duplicate contact entries can hurt your email marketing results in more ways than one.
  • For a refresher on email marketing best practices, it never hurts to get a few different perspectives. Javier Sarda at NewsletterBreeze has compiled an exhaustive list of examples from different campaigns and research sources to illustrate tried-and-true email marketing tactics.


Local Optimization

  • Local optimization requires an extensive knowledge of the best local citation sites and services online. At LocalMixed, Brad Gerlach has a great post highlighting what to look for when targeting local citations, mobile apps, and national directories.
  • What can Comic-Con teach us about local marketing? Surprisingly, quite a bit. At Search Engine Land, Greg Gifford has six takeaways from the San Diego event that marketers can apply to their own local optimization strategies.


Content Marketing

  • How can you optimize blog posts to ensure they’re seen by the audience they’re intended for? At Penguin Strategies, Bruno Rodriguez has some valuable insight for crafting blog structure and optimizing the various elements within.
  • Content marketers must have a solid grasp on a wide array of skills and disciplines, and one of those is an understanding of current copyright law. Copyright in the digital space can be tricky to navigate, so posts like Travis MicGinnis’s are helpful in reminding us what we need to know to stay out of legal trouble.
  • When we get busy and distracted, idea generation takes a hit. Natalia Chrzanowska’s post this week on seven proven ways to come up with solid content ideas will be a welcome read for anyone who’s struggled with ideation when their schedules get full.
  • Different companies will have different approaches to supporting clients’ content needs, and for fast-growing companies there will always come a point where a crucial question must be answered: to keep content in-house, or outsource? Scalability is key, but it can be difficult to know which way go to. At Coqui, Mary Ellen Ellis has five signs that you’re ready to outsource your content operation.
  • Which analytics should you be diving into to improve your interactive content’s performance? Ashley Taylor Anderson is back this week with seven metrics you should turn to first at the Ceros blog.
Growth Marketing Manager at |

Andrew has serviced SEO clients across a variety of industries including large-scale e-commerce, retail, home services, and more. As Growth Marketing Manager for UpCity, he works every day to improve our Marketplace experience for agencies and business owners alike.