Category Archives: searchenginewatch

WordStream’s Larry Kim on how paid social ads can become your ‘unicorns’

Reporting live from Connect, our two-day search event in Miami, here’s the second in a series of posts summarising a few of our sessions, covering either organic engagement or paid search innovation.

Yesterday, we heard from the awesome Larry Kim from WordStream, the most influential PPC expert for three years in a row and a man who can rattle through 156 fascinating and incredibly helpful slides without taking a breath.

What’s the current landscape of PPC?

Well, it doesn’t look great. As Larry says, “We’ve had a good run. It’s been 15 years, but there are headwinds on the horizon.”

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Five of the most interesting search news stories of the week

While our editor Christopher is busy sunning himself in Miami at SEW Connect, I’m left with the task of this week’s round-up of SEM news.

So we have new Google mobile features, Valentine’s Day search stats and more…

Google’s new ‘trip planning’ feature for mobile

Google recently introduced a new feature for mobile users, as reported on the koddi blog.

The feature, triggered by searches such as those below, provides ideas for where to go and what to do.

where to go in italyItaly dest

Clicking on more opens up further destination ideas, and takes you away from the organic results altogether.

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Why your current SEO approach isn’t enough

Reporting live from Connect, our two-day search event in Miami, here’s the first in a series of posts summarising a few of our sessions, covering either organic engagement or paid search innovation.

This morning, we heard from Collin Colburn from Forrester, who outlined a few tips for your current organic SEO strategy.

Collin-Colburn

Customers are more empowered than ever before.

Technology and connectivity have completely changed our lives, especially in terms of how and where we spend our money.

This has also led to a power-shift, where people have almost total control of what they see and experience online. This is in turn “causing havoc” for businesses and forcing them to evolve quickly.

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Formulating a go-to-market strategy for your mobile site or app

Planning and budgeting for your promotional campaign at the very start of your mobile project is critical to success.

It doesn’t matter how brilliant your mobile website or app is if no one knows about it or uses it.

The Catch 22 is that people visit websites/apps found at the top of web search results and they download native apps that appear in app store top 10 category lists. But to achieve these rankings your site or app has to be among the most popular.

This is what makes the go-to-market strategy crucial to the success of your project. Planning and budgeting for promotion in advance is not only essential for determining project ROI, as discussed in previous column but it should also influence the development process.

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25 useful metrics for content marketing success

Content marketing has been widely adopted but how are people measuring whether it works or not? Which metrics should we be looking at?

The answer to that last question will depend on the business and its goals. Measuring for its own sake is pointless, it has to align with business goals.

With this in mind, I’m not going to tell you which metrics are most important, but will simply present the various metrics you could use.

The basic (obvious) content metrics

These are perhaps the most obvious and often easiest things to look at, and can be found with Google Analytics (other analytics platforms are available of course).

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