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B2B Marketing News: B2B Brand Affinity, What B2B Website Visitors Want, Twitter Gets Bigger Images, & Business Video Benchmarks

B2B Marketing News: B2B Brand Affinity, What B2B Website Visitors Want, Twitter Gets Bigger Images, & Business Video Benchmarks

Internet Marketing
Raising The Hood On B2B: Brands Say It’s Difficult To Measure Content Marketing Impact53 percent of B2B marketers say that analytics tools are the most important, followed by 38 percent who see customer relationship management (CRM) as their top tool, and 34 percent who see system marketing automation as their most important tool — three of several statistics of interest to digital marketers contained in recently-released survey data. MediaPost What Drives Brand Affinity for B2B Companies?23 percent of B2B executives said that brand trust and customer service were the top brand affinity forces, followed by 14 percent who saw price as the leading force, and 11 percent who said they considered innovation the top driver, according to newly-released survey data. MarketingCharts Business Video...
The real-world impact of keyword stuffing in Google My Business

The real-world impact of keyword stuffing in Google My Business

SEO
Keyword stuffing has been a hot topic in the Google My Business world for a long time. Keyword stuffing or “adding descriptors” to your name on Google My Business is when someone adds words to their business name on GMB that aren’t part of that business’s actual legal name. Here’s an example: We know beyond a shadow of a doubt that keywords in the business name impact ranking directly and dramatically. Here’s an example of the ranking impact.  We also know that Google historically and presently takes action on GMB profiles that engage in adding “unnecessary” or “unreasonable” descriptors that don’t match the business’s real-world name. I analyzed the impact of reporting 50 examples of keyword stuffing, and in that study, Google took action on 40% of them. Some businesses were give...
Google search rankings algorithm check-in; Friday’s daily brief

Google search rankings algorithm check-in; Friday’s daily brief

SEO
Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, let’s catch you up a bit on some of the latest rumblings around the unconfirmed Google search ranking updates. Yes, I know. Google is always updating but sometimes those updates are larger and more widespread than others. It has been a while since we had a core update — the last one was the December core update — and we are now five months later and no new official core update has been announced by Google. We did have the product reviews update that finished rolling out April 22nd and we are awaiting the upcoming page...
Break Free B2B Marketing: Dez Blanchfield of Sociaall on Joining the Conversation

Break Free B2B Marketing: Dez Blanchfield of Sociaall on Joining the Conversation

Internet Marketing
When it comes to B2B influencer marketing, it’s natural to wonder just what an industry influencer actually looks like? Our third season of Break Free B2B Marketing video interviews feature conversations with top B2B influencers, looking closely at the issues that each expert is influential about in their industry. For more than a decade our team at TopRank Marketing has fostered a strong community of leading influencers, developing close relationships with subject matter experts in many industries. Running a successful business is the art of juggling a thousand different things in a thousand different ways. It can be challenging to know which of these things to truly focus on and which balls are okay to drop for the sake of company growth. With so many new technologies at the forefront: ...
8 lessons before starting a digital marketing business; Plus, voice analysis for marketing; Thursday’s daily brief

8 lessons before starting a digital marketing business; Plus, voice analysis for marketing; Thursday’s daily brief

SEO
Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, and do you approach marketing like an ecosystem? I’ve been preaching for a while that SEO is the foundation of a healthy marketing ecosystem. Lots of people scratch their heads at this assertion, and some give me that, “Really, Carolyn?” look before they walk away. But hear me out. The ultimate goal of SEO is to serve the searcher’s needs, to give them the exact content that answers their question at exactly the moment they need it. At its most basic level, SEO is about knowing your target audience and using that info...
Ready to go out on your own? Building a digital marketing business from scratch

Ready to go out on your own? Building a digital marketing business from scratch

SEO
“Have you ever thought of starting your own business?” Jack asked me during a phone call in early 2018. “No,” I replied. Of course, the answer was “no.” Why would I have ever thought of starting my own business? No one in my immediate family had a business, and my parents didn’t push it. I was told to get an education to secure a good job, not create something I would own myself. Also, my career to that point showed me I could only be someone’s second in command. “Well,” Jack continued after I told him no, “How about I help you start something?” And just like that, we created Jamrock Marketing. I was the CEO, Jack helped with SEO, and we found our first and only client. The venture lasted a couple of months until we lost the client, Jack got a full-time position at an agency, and I joined...
B2B Marketing Poll Sentiment: 15+ Eye-Opening Insights To Fuel Summer Success

B2B Marketing Poll Sentiment: 15+ Eye-Opening Insights To Fuel Summer Success

Internet Marketing
What can poll results tell B2B marketers about a year unlike any other, and how can this valuable audience data help us enhance our marketing strategy as we head towards 2022? For more than two years we’ve run weekly social media polls on our Twitter profile, and for over a year we’ve simultaneously placed a weekly user poll on our LinkedIn* page. Occasionally we like to share some of the fascinating insights you have given us in the form of results from our polls, in order to see the B2B marketing trends that have emerged during this unprecedented year. Let’s take a look at a wide variety of marketing trends, how and why marketing is changing in 2021, and the growing effectiveness of B2B influencer marketing, all through a lens of poll-derived feedback from our B2B marketing audience. Bu...
Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief

Phrase match is now the same across Microsoft Advertising and Google Ads; Wednesday’s daily brief

SEO
Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, and happy Cinco de Mayo to those who celebrate it! On Monday, some in the SEO community were discussing whether links to Google search results within featured snippets were something that we should be concerned about. The chatter started after technical SEO consultant Ramesh Singh tweeted a screenshot of a search conducted in India. “We can confirm that this is a bug and is not intended behavior for links on featured snippets,” a Google spokesperson told us, “We are actively working on a fix.” As you might expect, som...
Advertisers can now bring their customer segments into Microsoft Advertising via a new integration

Advertisers can now bring their customer segments into Microsoft Advertising via a new integration

SEO
A new integration between Dynamics 365, Microsoft’s customer data platform, and Microsoft Advertising is now available, the company announced Tuesday at its Microsoft Business Applications Summit. The integration enables advertisers to use their customer segments from Dynamics 365 Customer Insights to reach users in the Microsoft Search Network and Microsoft Audience Network via customer match targeting. Customer match is now available in more markets. Alongside the announcement of the new integration, Microsoft also revealed that customer match is now available in all markets except for the EU, UK and China. Microsoft Advertising’s customer match feature has been available via its pilot program here in the U.S. and in open beta in markets around the globe for some time; but if you weren’...
No more Shopping Ads for digital books; Tuesday’s daily brief

No more Shopping Ads for digital books; Tuesday’s daily brief

SEO
Search Engine Land’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s search marketer. If you would like to read this before the rest of the internet does, sign up here to get it delivered to your inbox daily. Good morning, Marketers, and where does your ad money go? That’s what the Association of National Advertisers is trying to find out. The group is currently looking for consultants to help them figure out where search marketers’ money goes in the automated digital ad-buying process. “A lack of transparency in automated digital ad buying, an increasingly complex process that requires participation from a number of ad, media and technology vendors, is costing advertisers billions of dollars in waste and making it difficult for them to plan their...
Microsoft Advertising to treat phrase match the same way Google Ads does

Microsoft Advertising to treat phrase match the same way Google Ads does

SEO
Microsoft Advertising will expand phrase match to include broad match modifier traffic, the company announced Tuesday. The change, which will start in mid-May, is to “simplify keywords and improve your relevancy when reaching customers,” the announcement reads. This new treatment for phrase match will bring the platform in line with Google Ads’ updated phrase match, which rolled out in February. What’s the difference? The updated phrase match treatment means that your ads will be shown for searches that include the meaning of your keyword. Microsoft’s example is matching the query “winter vacation in Miami” to the keyword “Miami vacation.” Word order will be respected “when it’s important—for example, it won’t match ‘milk chocolate to the keyword ‘chocolate milk.'” Broad match modified (B...
Trust and the Search for Answers: How Influence Optimizes SEO Performance

Trust and the Search for Answers: How Influence Optimizes SEO Performance

Internet Marketing, SEO
According to the annual Global Digital Overview Report from We Are Social and Hootsuite, 81% of internet users search online for a product or service to buy and 74% have purchased online. Without question, digital engagement and commerce is the new normal and is as relevant for B2B companies as it has been for B2C. During the pandemic, search engines have become even more important as B2B brands and buyers alike digital transform to virtual engagement for information discovery, consumption and interaction. As a result, many companies have invested more in search engine optimization in order to capture the fast-growing opportunities to be the best answer for customers at the moment of need – when actively searching for solutions. Best practices for SEO abound on the web including this list...
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