Generating keywords that effectively identify search engine users as likely prospects for a successful campaign is a deeply intuitive process. And with large campaigns incorporating thousands or even millions of keywords, managing keywords can be a full-time preoccupation. For all the sophistication that search engine marketing (SEM) demands, it’s usually managed by generalists, not data…
One of the most popular children’s television heroes here in the Czech Republic is The Little Mole, an innocent, speechless and cheerful creature who helps other animals in the forest. TV heroes often fight against people who destroy their natural environment. When watching The Little Mole with my kids, I sometimes picture him as a…
Facebook’s efforts to make News Feed more accessible to all users regardless of the speed or reliability of their internet connections has led to a change in how stories are ranked. For brands, publishers and marketers using Facebook, it means that speed is more important than ever. To understand the change, it helps to first…
He said. She said. ProPublica is taking Google to task for privacy policy changes that combine web browsing data and user profiles for greater ads personalization. The changes were originally introduced in June, at which time we reported on them. My article then focused on the opt-in dimension of ads personalization: In parallel with My…
Ever since Google rolled out Hummingbird in 2013, there has been some question about the value of keyword research. Moving from a keyword-focused process to a topic-focused process has led some to devalue the long, arduous process of keyword research. Many wonder if it’s even worth the time. After all, if Google no longer looks…
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: 13 uses for keyword research to help you win in the search enginesOct 21, 2016 by Stoney deGeyter Google may have shifted its focus from keywords to “entities” in recent years,…
Editor’s note: So you’ve attended a conference, listened to some truly inspiring talks, made quite a few valuable connections, maybe even attended a hands-on workshop and learned a thing or two. What now? How do you bring back the new knowledge and ideas and connections to your team and to your work? This article highlights…
Audience enrichment — combining first-party data from your website with third-party data gathered from other sources to get a more complete picture of your visitors — is a hot topic right now amongst enterprise-level businesses. Evidence of its impact is clear in channels such as programmatic, which continues to rampage through paid marketing budgets, hoovering…
I’m so tired of hearing various pundits say that SEO is dead. Maybe they are merely being provocative. Perhaps they need to fill seats in their event, and so they come up with “bait” session titles like “Why SEO is fundamentally DEAD.” (Yes, that was actually a keynote title at a very popular conference last…
Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web. From Marketing Land: SEO is not dead; it’s just a shape-shifterOct 20, 2016 by Stephan Spencer Columnist Stephan Spencer talks about how search engine optimization has changed over the years, noting that it’s still…
