Exciting week for inbound marketers and we have all the scoop! Once again, Google news has the digital marketing world buzzing. The arrival of Alphabet so far doesn’t seem to be the dramatic shakeup some believed it would be, however, the change to the Local Pack has definitely left an impression on local marketers. Moz just released their Search Engine Ranking Factors report for 2015 which is a must read for SEOs. Additionally, this week, we read about Twitter’s release of the Full Archive Search API, millennial mobile behavior and user experience, and much more.
Search Engine Optimization
- SEOs talk a lot about links. While linkbuilding is perhaps one of the better-known SEO tactics, it isn’t the whole picture. This week at aHrefs, Tim Soulo has a video discussing how great rankings can be achieved outside of linkbuilding.
- It’s here! Moz.com’s Search Engine Ranking Factors 2015 report is up, and it’s a doozy.
- Sometimes the value of long-tail keywords, especially when they’re just being introduced into an SEO campaign, can be difficult to illustrate to clients. At Search Engine People, Matt Pollnow has a great post highlighting the various advantages of targeting long-tail keywords.
- In some ways, PR and linkbuilding have a lot in common. Both are usually executed to achieve similar goals. But there’s plenty that differentiates them, and Jesse Stoler takes a detailed look at Page One Power.
- There’s an interesting update over at Search Engine Land this week: Google has confirmed it’s testing out indexing images found within PDFs for Google Image Search. As usual, Barry Schwartz has the story.
- The full stream of all public Tweets is now available via Twitter’s Full Archive Search API, meaning that social management apps and services now have a powerful new tool. At Marketing Land Martin Beck explores the implications of the API and how it could affect the tools of the social media trade.
- There’s a great example of successful Instagram and influencer marketing up at Adweek this week. Capital One was able to increase ad recall by 16% with an integrated strategy.
- It’s a question that many marketers face: how can the same brand cater to diverse personas and target audiences? One tactic is to divide the brand up between social properties, but this isn’t a step to be taken lightly—and it isn’t the right move for every brand. Karisa Egan tells us why at iMPACT.
- Digital marketing budgets are often quite tight, so being able to do a lot with a little is a valuable skill in our field. At Pagewiz, Blair Strasser has five valuable tips for improving social media campaign ROI with limited resources.
- Sometimes after a long day of meetings, client calls, research and analysis it’s difficult to come up with the perfect wording for social media content. Sarah Snow has some great suggestions for coming up with smart social media copy at the Social Media Today blog.
- Codrut Turcanu has put together an impressive list of 40 experts’ advice for local business promotion over at the BuildFire blog. If you need fresh ideas to help your local optimization efforts take off, this is definitely worth a read.
- If you’ve noticed some changes to the local pack in Google search results recently, you’re not alone. At JurisDigital, Casey Meraz explores the updates with a very informative click study.
- How can smart content planning aid in a local optimization strategy? SerpWoo has the answers. Through consistent usage of local keywords and timely content deployment, you can bump up search presence and connect with your local target audience.
- Sometimes the goal of a reputation management campaign isn’t just to combat negative reviews; driving positive reviews is just as important. If increasing positive reviews is one of your campaign goals, then Derek Buntin’s five tips for drumming up reviews at Adonis Media this week will be a good resource.
- Sometimes it pays to take a different approach to research. We spend a lot of time reading on our screens, so maybe sitting back and giving your eyes a rest is the change of pace that you need. Bookmark Taru Bhargava’s handy list of 14 mobile marketing podcasts for when you need a break, but still want to keep your brain working.
- As mobile technologies and advertising tools continue to evolve, so too will user experience. At the SEMRush blog, Shirley Pattison discusses how user experience (and expectations) have changed, propelled by mobile developments.
- Millennials and mobile: perhaps the two biggest buzzwords we hear from marketers in 2015. Chloe Basterfield at Econsultancy has some compelling facts demonstrating why they are much more than mere buzzwords, and why these trends are worth paying attention to.
- One of the tricks of the trade for content marketers is repurposing successful content to get as much use out of it as possible. Katy Katz has some tips for keeping a blog going with evergreen content over at the Inturact blog this week.
- How often should you be producing new content? At Contently Amanda Walgrove published the results of a recent Hubspot and Moz joint experiment and they are definitely worth the read.
- In digital marketing, there’s always a better or faster way to do something. We’re well-known for our love of apps and productivity tools. If you’re an email marketer looking to improve some aspect of your job, then Jack Simpson’s list of 16 email marketing tools at Econsultancy will be of interest.
- How can website optimization efforts and email marketing work together? At Business 2 Community Becky Hirsch has four key ways the two disciplines can be combined to drive leads.
- What metrics should you really be tracking to gauge the success of your cold emails? At ChartMogul, Ed Shelley has the numbers (and some organizational tips) email marketers should be paying close attention to.
- Infographics are great resources to have on hand if you need to pull a quick statistic or fact. This one about email marketing at the Sarv blog this week has 12 key statistics about email marketing trends to save in your back pocket.
- There’s always room for improvement; that’s the principle at the heart of conversion optimization. At Spin Sucks, Julie Ellis has eleven pointers for creating calls-to-action that earn conversions.
- If you don’t have much experience running A/B tests, then it can be difficult to know if what you’re doing will yield useful results. At Unbounce, Mark John Hiemstra fields the important question: how do I know if my A/B test is valid?