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Search Engine Optimisation

Where is Santa Claus? Your 2016 guide to Santa trackers from NORAD & Google

Where’s Santa Claus? When will Father Christmas arrive? Millions of children around the world are asking these and similar questions on Christmas Eve. To help, two there are two great services that stand ready: NORAD Tracks Santa and Google Santa Tracker. As usual, Search Engine Land stands ready with its own tradition, to guide you to get the best from the services. Below, discover how to track Santa whether you’re using the web, a smartphone, watching TV or even if you want to [...]

‘Tis the season! Google spreads more cheer on Day 2 of its Holiday 2016 doodle series

Today’s Google Doodle is the second in its series of Holiday 2016 series. For Christmas Eve, the Google letters are making hearts, stars, smiling faces and hand-prints behind fogged up windows. From the Google Doodle Blog: Happy holidays! This is the perfect time of year to cozy up to the window with your favorite blanket or mug, and watch the snow fall. While you’re there, sketch a foggy doodle or two (or five) of your own. Like yesterday’s doodle, the animated [...]

SearchCap: Google AMP changes, BrightLocal study & PPC mistakes

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: 6 common PPC reporting mistakes that can make you look terribleDec 21, 2016 by Frederick Vallaeys Your job is hard enough — don’t sabotage yourself by making these reporting mistakes. Columnist Frederick Vallaeys recounts common paid search errors and advises how to avoid them. BrightLocal opens its 2016 local SEO survey to see how the industry has changed [...]

Link campaigns: Strategy development and review

Link campaigns need strategy. Link building is a difficult, time-consuming process that doesn’t produce results overnight. However, strategic link acquisition is necessary to achieve long-term improvements in organic search. It’s possible to grab “quick win” links here and there (and I’d encourage pursuing these opportunities), but you will need an ongoing campaign to achieve sustainable results. A campaign model ensures research, strategy development and ongoing review and analysis as a project progresses. Whether you’re planning to pursue links in 2017 or continue [...]

Why data amplifiers matter in a world of omnichannel discovery

In my October Search Engine Land column, I discussed the rise of data amplifiers — or data aggregators (such as Neustar) and publishers (such as Google) that share a business’s location data across the digital world, where people conduct “near me” searches. I believe data amplifiers will become even more important in 2017 because of the impact of the on-demand, omnichannel consumer. To be effective with location marketing in 2017, any brand that operates multiple locations needs to make [...]

Get your Bing campaigns in top shape for 2017

With the exciting news that Bing has reached 20 percent market share in the UK and is currently sitting at 21.6 percent in the US, it’s now more important than ever to make sure your Bing accounts are in top shape for 2017 and beyond. As is common across many industries, the end of the calendar year is a great time to audit and review your current activity, making sure it is in line with industry best practices and [...]

SearchCap: Santa tracker, Yahoo Answers app & digital assistants

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. From Search Engine Land: Yahoo introduces ‘Answers Now’ app but will users respond?Dec 9, 2016 by Greg Sterling The company hopes to address historical quality problems with a matching algorithm. Three steps to customer experience excellenceDec 9, 2016 by Digital Marketing Depot Customer experience is the modern competitive battlefield. Eighty-nine percent of marketers today compete primarily on the basis of customer experience. Despite [...]

How to use your buyer personas to build your 2017 search marketing budget

If you have a love/hate relationship with buyer personas, you’re not alone. According to a 2016 survey by Customer Think, 72 percent of marketers are familiar with these personas, and 60 percent have created their first persona within the last two years. Unfortunately, lots of search marketers are confused about how to use their personas or are frustrated that their personas are not producing the hoped-for results. For this reason, buyer personas have been criticized as an exercise which, although well-intentioned, can distract marketers from [...]

Nominations wanted for our list of who’s been ‘Naughty or Nice’

Santa has his own Naughty & Nice list, and we do, too. Yes, it’s that time of year again, marketing friends, when we help old Kris Kringle figure out who deserves a candy cane or a lump of coal in the worlds of marketing, advertising and search. ***Submit your entries to tips@marketingland.com and be sure to include “Marketing Land’s Naughty & Nice List” in the subject field.*** Entry terms: Kindly don’t nominate yourself or your clients, unless you or they have [...]