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SEO versus content marketing (QueroMedia)

SEO versus content marketing (QueroMedia) | Inbound Marketing | Scoop.it
Wat is de relatie tussen SEO en content marketing? Deze vraag doet al eens wat stof opwaaien. Andy Betts zorgde voor verheldering op Search Engine Watch.

 

Content marketing anno 2013


Content creëren ontstond niet samen met search marketing ontstaan in het post-2000 tijdperk, maar dateert van lang voor de uitvinding van het World Wide Web. Digitale marketing maakt het misschien gemakkelijker voor bedrijven om hun verhaal te vertellen, en SEO is daarbij ongetwijfeld meer dan een nuttige tool. Toch merkt Andy Betts op dat de algemene perceptie van content marketing is veranderd.

 

Google stimuleert namelijk SEO professionals en online marketers om de zoekmachines niet gewoon te manipuleren, maar kwalitatieve content af te leveren. Als je dus een echte content marketer wil zijn, doe je er goed aan om ook een strategische marketing aanpak te ontwikkelen.

 

En dat betekent: aandacht besteden aan een steengoede inhoud, zowel op vlak van video, social media, mobile en lokale rankings.

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SEO - Content - Social Media
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Doctors blame Twitter and Facebook for a doubling of medical complaints

Doctors blame Twitter and Facebook for a doubling of medical complaints | Inbound Marketing | Scoop.it

The General Medical Council (GMC) has laid the blame for a rise in patient medical complaints at the door of social media, following the publication of figures which show they have doubled over the past five years.

Between 2007 and 2012 complaints rose from 3,000 to 6,000 but only 1,000 of these were deemed worthy of investigation and only a handful resulted in formal proceedings being initiated against a doctor.

A GMC report into these trends, compiled by Peninsula Medical School at Plymouth University, found that patients are less deferential toward doctors than in the past and are thus more likely to approach the regulator or share complaints online.

This has been fuelled by social media channels such as Facebook and Twitter which act as platforms for patients to come together and discuss their treatment, as well as mechanisms for complaint.

The GMC added that the majority of complaints didn’t pertain to individual doctors but rather concerned the standard of care more generally, an issue which doesn’t fall within the GMC’s remit.

Niall Dickson, chief executive of the GMC, said: “We have no evidence that the rise in complaints against doctors reflects falling standards – what this research underlines is that patients are more willing to complain and find it easier to do so.

"Doctors too are more willing to raise concerns about their colleagues. The challenge for the GMC and other organisations is to make sure that anyone who has a concern or complaint can find their way to the right organisation to deal with it.”


Via Plus91
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Nick Kcz's curator insight, August 18, 6:35 AM

Great article

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Geen online marketing zonder contentmarketing - Sagamore.nl

Geen online marketing zonder  contentmarketing - Sagamore.nl | Inbound Marketing | Scoop.it

Zonder contentmarketing geen online marketing...Het besef dat internet een merk kan maken en breken met de snelheid van het licht is geen nieuws. Dat contentmarketing hier de hoofdrol in speelt is trend voor de komende jaren.

 

Een contentstrategie betekent daarom veel tijd en aandacht voor iedere blogpost, webtekst, tweet en post.

 

Contentmarketing is niet gebaat bij een adhoc- aanpak, sta stil bij:

- de samenhang tussen je publicaties op verschillende kanalen

- tone of voice en geur- kleur en smaak:  het effect  de toon van de boodschap en het design van gebruikte media.

-  content met je doelgroepen delen hoeft niet altijd je eigen content te zijn (contentcuratie), denk in thema' s en deel eigen content en geweldige content van anderen.

  - de lange termijn resultaten. Niet iedere publicatie is succesvol maar versterkt wel de volgende die wel goed aanslaat.

 

Lees er meer over:

http://www.sagamore.nl/contentstrategie/

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6 Ways Content Marketing Has Changed Public Relations (What do you think? How have you seen content marketing change the way we do PR?)

6 Ways Content Marketing Has Changed Public Relations (What do you think? How have you seen content marketing change the way we do PR?) | Inbound Marketing | Scoop.it

Back in 2007-2008, when Twitter was really taking off, the PR industry faced a pivot point. It was no longer effective to cold email as many relevant journalists as possible. Going to lunch with them helped, but it was not scaleable.

With the onset of social media and the ability to go directly to the source, journalists had a whole new world of information at their fingertips. Although the Internet had already been around for 19 years, the playing field changed dramatically — it was the very beginning of the “everyone is a publisher” era.

Rather than panic, PR practitioners had to quickly adapt their strategy to the fast-changing industry. They had to shift their objectives from “find a hook and email as many journalists to write about their clients as possible” to “find where their audience is, build meaningful relationships with them, prove value with relevant and interesting content, then pretty much deliver it to their doorstep.”

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Brand Disruptors: Amazon Changes the Game, Turns Twitter Into a Shopping Mall

Brand Disruptors: Amazon Changes the Game, Turns Twitter Into a Shopping Mall | Inbound Marketing | Scoop.it

Brandchannel - always branding. always on.

 

Tweeting just got sweeter—or shopping just got Tweeter—for Amazon customers thanks to a newsocial integration that lets users add items to their shopping cart by responding to links on Twitter with the hashtag #AmazonCart (in the U.S) or #AmazonBasket (in the U.K.), a move that makes social shopping easier and—dare we say—fun.

 

“Add it now, buy it later” is the slogan, and it seems to be as simple to use as that tagline. Once an Amazon account is linked to a Twitter account, responding to a link with the requisite hashtag puts the item in your cart along with a reply tweet from @MyAmazon.

 

While hashtags make the process simple, it’s simultaneously a public broadcast of what one is buying—as well as user-generated marketing for Amazon and the latest step in making shopping more social and seamless.


Via Russ Merz, Ph.D.
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Russ Merz, Ph.D.'s curator insight, May 6, 8:45 AM

Online shopping has changed in a massively new way with #Amazon's move into the #Twitter-sphere. Without a doubt, many #retailers will try to emulate.

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Future Content Filters Shall Be User-Driven and Interchangeable

Future Content Filters Shall Be User-Driven and Interchangeable | Inbound Marketing | Scoop.it

Via Robin Good
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Robin Good's curator insight, April 23, 2:25 PM



JP Rangaswami highlights and defines seven key principles for effective filtering in this age of excessive information. 


Two of them are of particular important to the future of information access as they may have a very deep impact on society and on our ability to be in control of how to select and find what is relevant for us.


1. Filters, of whatever kind, should be user-driven and not publisher-driven. 


2. Filters should be interchangeable, exchangeable, even tradeable


"What we don’t know is how to solve a much bigger problem: what to do when there are filters at publisher level. Once you allow this, the first thing that happens is that an entry point is created for bad actors to impose some form of censorship.


In some cases it will be governments, sometimes overtly, sometimes covertly; at other times it will be traditional forces of the media; it may be generals of the army or captains of industry.


The nature of the bad actor is irrelevant; what matters is that a back door has been created, one that can be used to suppress reports about a particular event/location/topic/person."

 



Insightful. 7/10



Full article: http://confusedofcalcutta.com/2014/01/03/3740/ 


Reading time: 5'


(via Howard Rheingold)


See also: http://www.masternewmedia.org/future-of-search/ 





Stephen Dale's curator insight, April 24, 11:39 AM
Rangaswami makes his own case for why filters matter:
soon, everything and everyone will be connectedthat includes people, devices, creatures, inanimate objects, even concepts (like a tweet or a theme)at the same time, the cost of sensors and actuators is dropping at least as fast as compute and storageso that means everything and everyone can now publish status and alerts of pretty much anythingthere’s the potential for a whole lotta publishing to happenwhich in turn means it’s firehose timeso we need filterswhich is why the stream/filter/drain approach is becoming more common

 

Filters are important when drinking from the Internet firehose!

Donna Papacosta's curator insight, April 24, 12:31 PM

More great insights from Robin Good.

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Benchmark zorgmarketing - Sagamore Marketing

Benchmark zorgmarketing - Sagamore Marketing | Inbound Marketing | Scoop.it
Thomas Smedes van de Hoge School Rotterdam doet onderzoek naar online marketing en communicatie in de zorg (“zorgmarketing”). Er verandert veel in de zorgsector en dat heeft invloed op de manier waarop zorgorganisaties met hun patiënten, cliënten en andere doelgroepen communiceren. De online mogelijkheden zijn legio en zorginstellingen maken hier (sommige schoorvoetend) meer gebruik van.…
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About 36% of all Web traffic is considered fake, and this so-called bot traffic cheats advertisers

About 36% of all Web traffic is considered fake, and this so-called bot traffic cheats advertisers | Inbound Marketing | Scoop.it

Billions of dollars are flowing into online advertising. But marketers also are confronting an uncomfortable reality: rampant fraud.

 

About 36% of all Web traffic is considered fake, the product of computers hijacked by viruses and programmed to visit sites, according to estimates cited recently by the Interactive Advertising Bureau trade group.

So-called bot traffic cheats advertisers because marketers typically pay for ads whenever they are loaded in response to users visiting Web pages—regardless of whether the users are actual people.

 

The fraudsters erect sites with phony traffic and collect payments from advertisers through the middlemen who aggregate space across many sites and resell the space for most Web publishers. The identities of the fraudsters are murky, and they often operate from far-flung places such as Eastern Europe, security experts say.

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Realtime Visualisatie #inboundmarketing twitter conversaties met TAGSExplorer.

Realtime Visualisatie #inboundmarketing twitter conversaties met TAGSExplorer. | Inbound Marketing | Scoop.it

TAGSExplorer: Interactive archive of twitter conversations

 

Online tool to visualise and explore Twitter converstations stored in a Google Spreadsheet. Developed as another lab expeiment by Martin Hawksey @mhawksey http://hawksey.info

Belinda Suvaal's insight:

Een interactief en realtime archief aangelegd in een Google Spreadsheet met de twitter API van Martin Hawksey.  Ieder uur verse tweets met de hashtag #inboundmarketing.


De visualisatie tool geeft de data interactief weer. Klik op de nodes en je ziet de conversaties tussen tweeps over #inboundmarketing. Klik op een summary om een conversatie af te spelen ("replay tweets").


Hoe werkt het precies? 

 

Werken met de twitter API:

http://mashe.hawksey.info/2011/11/twitter-how-to-archive-event-hashtags-and-visualize-conversation/#comment-170950

 

De visualisatie tool:

http://youtu.be/LEj4d-IGERc

 


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7 Things You May Not Know About Google's Disavow Tool

7 Things You May Not Know About Google's Disavow Tool | Inbound Marketing | Scoop.it
The process of disavowing links through Google is a mystery to many, and several misconceptions have surrounded the tool's use since it launched. Here are seven facts you need to know to get the most benefit out of the Google Disavow Links Tool.

Via Bonnie Burns
Belinda Suvaal's insight:

good to know: disavowed links werken soms niet door 301 redirections.. disavowed links verschijnen nog steeds in je backlinks lijst in google webmaster tools (er zit een onzichtbare nofollow op),  een disavow heeft geen nadelige gevolgen voor de site van herkomst... 

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Bonnie Burns's curator insight, February 26, 11:41 AM

Here are seven facts that you may not know about the disavow tool.

Marisa South's curator insight, March 3, 10:14 PM

very interesting

 

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Spencer Haws interview (2013) about The Google Exact Match Domain update - YouTube

Spencer Haws interview about The Google Exact Match Domain update
http://mikefrommaine.com/how-the-goog...

Belinda Suvaal's insight:

Beetje langdradig maar wel interessant. Interview van mei 2013 over de zojuist uitgerolde Google EMD update. Veel websites zijn geraakt, al is het op het moment van het interview nog niet precies duidelijk of de wat agressievere Penguin update hier oorzaak van was/is of de EMD update (gecombineerd met laagwaardige content).... 

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Exact Match Domainers: Are You Switching Or Improving? (seroundtable, mei 2013)

Exact Match Domainers: Are You Switching Or Improving? (seroundtable, mei 2013) | Inbound Marketing | Scoop.it

Several months ago, Google launched the Google EMD Update that went after "low-quality exact-match domains in search results," according to Google's head of search spam, Matt Cutts.

 

Since then, I've been watching the EMDers struggle to find a solution. Some have decided to stick with their exact match domains (EMDs) and build up quality on the site. Some have decided to stick with their "low quality" (i.e. not change the site) but switch to a new domain name, a non-EMD. Some have decided to do both, switch to a non-EMD and also build quality.

 

What works?

 

One person said in the ongoing WebmasterWorld thread that some of his EMDs recovered in the past couple months and he did nothing. He didn't improve the sites, he didn't switch the domain names to a non EMD. He just waited and waited and maybe Google's EMD algorithm was down-shifted a bit.

Tedster, WebmasterWorld's administrator said in response to a question on why would switching to a non EMD domain help a "low quality" site?

 

Because Google's final EMD algorithm was a bit heavy-handed on the edge cases? They tried to get it balanced through, what, something like 3 updates? So some people's sites have something good going that isn't just EMD keyword matching, but possibly this last EMD update trivialized that.

 

But others are fed up waiting and have decided to take action. It seems for the most part, those who have tried to upgrade the quality did not see an upgrade in rankings but those who have switched off to a non-EMD have noticed an upgrade in ranking.

Pete Hall, a webmaster with an EMD said:

 

Changed mine yesterday and gone from position 360 to 12 in just over 24 hours. Yes we re-designed the site last year but none of this made any difference, in fact after January things got worse.

 

I am still watching the thread but for anyone suffering from the EMD update, it is worth a read.

Belinda Suvaal's insight:

Tja, hoe zit het nu met EMD's? EMD staat voor Exact Match Domain en houdt dus in dat je domeinnaam een keyword is/ bevat waar je je site mee optimaliseert.  De Google EMD update is met name bedacht op de combinatie van EMD en lage kwaliteitscontent op betreffend domein.

 

Wat adviseert een online marketer? Ik zag laatst een tweet voorbijkomen van Dutch Cowboys over een startup marktplaats voor domeinnamen (badkuipen.nl is voor een lekker bedrag te koop).

 

Voordat je besluit tot een dergelijke aankoop over te gaan, bedenk je dan het volgende:

 

- Google vind domeinnamen met keywords waar je je site mee optimaliseert..op zijn minst verdacht (lees: spam?)

 

- Relevantie en toegevoegde waarde moeten met site EN domeinnaam duidelijk zijn.

 

- Branding is belangrijk(er)! 

 

- Kwaliteitscontent levert veel meer op! Investeer daarin, in plaats van een dure EMD aan te schaffen.

 

- Heb je toch een EMD en wil je dat zo laten omdat je daar resultaat mee behaalt, pas dan extra op met overoptimalisatie en andere twijfelachtige SEO technieken.

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4 Critical Elements of a Successful Content Marketing Team

4 Critical Elements of a Successful Content Marketing Team | Inbound Marketing | Scoop.it
The Main Functions of Content Marketing

For a content marketing campaign to be effective, several things must be in alignment. There are a number of different specialties, from understanding the business, to writing and SEO, which are integral to success.

 

Understanding how to recruit the right people, bound their job descriptions, and recognize these traits in the endless stream of candidates will make or break your efforts. Let's start by getting clear on the most important "types" of talent you need access to during the content marketing lifecycle.

 

Business strategy: The most important function in a content marketing strategy lies in the ability to integrate it to your core marketing goals. This improves the likelihood of positive ROI, and ensures efforts remain focused on the most important business goals. Content strategy can be used to achieve a number of different marketing objectives, from lead generation to building brand visibility. But your content marketing team must understand your market, your business, your positioning, and your goals well enough to do this. Online marketing and SEO: Another critical expertise for a content marketing team is someone with the expertise to get the content you're creating in front of potential customers. Online marketing and SEO knowledge helps with everything from navigating guest posts to handling organic SEO. Ideally, your expertise covers a range of channels from SEO to social media, video, audio, and visual channels. Sometimes it isn't necessary to go that broadly in terms of a skillset; specific expertise will be driven in large part by the scale and scope of your campaigns. Frontline client interaction: Your content marketing team can benefit greatly from someone who spends a lot of time interacting with customers. Now, you may be saying that you know your customers, that you've developed a buyer profile, and that you're ready to go. But it's the difference between reading a description of a person and seeing that person every day of the year. Your ability to intuitively understand them, to answer hard questions, and to judge whether a specific channel or piece of content is right for them will be infinitely better if you regularly interact with the people you serve. Try to have someone like this in an advisory or consulting position to your content marketing team.Writing or producing content: Producing the actual content is a major driver of any content marketing effort, and is crucial for SEO. If you're focused on copy, blog posts, or articles, you're going to need a strong writer on your team. The best writers understand your business and are able to produce consistently good work for your efforts. This position is a non-negotiable, and is often the position that'll be putting in the most hours over the life of a campaign. 

If your company is planning to hire an agency, this will help you insofar as you'll understand how many individuals it takes to run a great campaign. On the corporate or agency side, the following descriptions can serve as food for thought in terms of what traits are important for these key roles.

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Does Website Speed Affect Your Ranking? (infographic)

Does Website Speed Affect Your Ranking? (infographic) | Inbound Marketing | Scoop.it

Have you ever been to a slow site and it felt like it took hours to load? You look down at your computer clock and really only 30 seconds have gone by. That's just the user experience on a slow site- the real question is “Does your website speed effect your ranking?” Will your slightly slower site be penalized by Google and other search engines when you clients are even looking for you?In this easy to understand graphic, we see that 1 second makes all the difference in the world. And after just 6 short weeks of poor load times, your site can lose 75% of it’s traffic to that page.If you have a low ranking you might want to follow some of the Google Guidelines to pre-load your most popular pages to increase your site’s overall performance.


Via Lauren Moss
Belinda Suvaal's insight:

Performance is niet alleen voor de gebruikerservaring belangrijk. Laadtijd is een kwaliteitsrichtlijn en heeft invloed op ranking. Een slechte performance kan vele (combinaties van) oorzaken hebben. Check de performance van een website met een plugin als Yslow of Google Pagespeed.

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Mr Tozzo's curator insight, March 4, 8:12 AM

Does Website Speed Affect Your Ranking? (infographic)

Carlos Polaino Jiménez's curator insight, March 8, 6:12 AM

SEO SEO, al final todo es KPI's y posicionamiento. 

outofseo's curator insight, April 4, 5:27 AM

Website speed affects ranking and conversions. Pages load time is an important issue to be fixed if load time is over 3 sec.

 

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Employing User-Generated Content: Healthcare Marketing

Employing User-Generated Content: Healthcare Marketing | Inbound Marketing | Scoop.it

User-generated content (UGC), otherwise known as consumer generated media (CGM), is arguably the strongest aspect of social media marketing. You can consider user-generated content any blog, video, meme, comment or review created by a non-professional entity made to be publicly shared on the web. Those of us who want to strengthen their visibility on social media (both brand and user) must engage, share and repurpose user-generated content effectively and responsibly.

In healthcare marketing, these needs must also be met, but it can be a little tricky when regulation and confidentiality conflict with sharing relevant content made by someone else. First let's explore the appeal of user-generated content.

Why User-Generated Content?

The effectiveness of UGC stems from the psychological nature of trust and social proof. Online, we are inundated with media shared by our friends and interests—entities we have chosen to trust and follow. Depending on who we follow, the content we see is often a mixture between user-generated, sponsored or journalistic news. Genuine content created by an unsponsored source is more trustworthy, more approachable and more inviting than a obvious marketing message. Why? Because it is relatable. It was made by a person just like me and you, not a corporate entity, and there is no clear marketing agenda behind its creation. It's social content in its most natural form. When brands and advertisers share and reuse UGC, they reflect that relatability onto their followers and, in doing so, inject a marketing message through a positive association that shared content evokes. This, essentially, is the marketing value of a retweet, a re-pin, a revine or a share.

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Scoop.it Blog | Share Ideas That Matter

Scoop.it Blog | Share Ideas That Matter | Inbound Marketing | Scoop.it
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The Anatomy of a Highly Shareable Infographic

The Anatomy of a Highly Shareable Infographic | Inbound Marketing | Scoop.it

Make sure your infographics don't fall flat. Learn what essential elements you need to increasing sharing.

 

The hard truth about creating content online is the amount of time you put into it isn't always proportional to what you get out of it. We all hope that everything we do is a grand slam resulting in traffic, leads, and reporters clamoring to talk to you. 

But that's not always what happens.

And while you can brush that off when you didn't invest too much time in the content, when it's something more resource-intensive -- like an infographic -- it stings a bit more.

Luckily, there are few things we can do to infographics to hedge our bets a bit. So, we put together the following infographic on making highly shareable infographics -- helping you rake in more views and conversion opportunities. Follow these tips, and your infographic will be much more likely to get shared. 


Via Russ Merz, Ph.D.
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Russ Merz, Ph.D.'s curator insight, May 18, 1:43 PM

A summary of the key characteristics of an #infographic that enhances its "shareability" according to Hubspot.  Brand managers should take note.

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Content marketing – the view from the sales department

Content marketing – the view from the sales department | Inbound Marketing | Scoop.it
Salespeople are from Mars; marketers from Venus. Here is sales' view of content marketing, as told by Trevor Lever, & some advice for marketers.

Via Ernst Jan Bos
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Sagamore Marketing Introduction - Inbound Marketing - YouTube

** Inbound marketing is de samensmelting van de disciplines SEO -- Content -- Social Media
** Het succes staat of valt met juiste inrichting van het proces
http://www.sagamore.nl
Twitter: @sagamore101

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The State of Websites in 2014: Stats & Facts You Need to Know

The State of Websites in 2014: Stats & Facts You Need to Know | Inbound Marketing | Scoop.it
What can web developers and other marketing tech team members learn from how websites changed in 2013? Get the stats and facts you need here!
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Inbound Marketing Trainingen & workshops - Sagamore Marketing

Inbound Marketing Trainingen & workshops - Sagamore Marketing | Inbound Marketing | Scoop.it
Inbound marketing ninja's! Workshops SEO -content -social media. Of volg de complete training voor alle disciplines incl. proces & resultaatmonitoring.
Belinda Suvaal's insight:

De inhoud van de training:

http://www.sagamore.nl/syllabus

 

Voor wie?

Online Marketing teams en webredacties. Nooit meer dan 10 deelnemers!

 

De mogelijkheden:

Training, intensieve bootcamp of losse workshops

 

Je kunt je online aanmelden:

http://www.sagamore.nl/aanmelding-inbound-marketing-training/

 

Cursusmateriaal op maat

Na inschrijving krijgt u een bevestiging met een link naar een vragenlijst (met een wachtwoord daarvoor). De vragenlijst bestaat uit vragen waarmee wij de cursus op uw situatie en wensen kunnen aanpassen. Als wij de aanmeldgegevens en de vragenlijsten ontvangen hebben krijgt u van ons het cursusmateriaal en maken we een afspraak voor de training.

 

 

 

 

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How Google makes improvements to its search algorithm - YouTube

Here's a short video we put together that gives you a sense of the work that goes into the changes and improvements we make to Google almost every day. While an improvement to the algorithm may start with a creative idea, it always goes through a process of rigorous scientific testing.

 

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10 Common Blog Writing Mistakes (Infographic)

10 Common Blog Writing Mistakes (Infographic) | Inbound Marketing | Scoop.it
Ever wondered what the most common grammar mistakes are that bloggers make? Run-on sentences, punctuation, or maybe use of wrong tenses? This infographic highlights common blog post writing errors and blogging facts.

Via Lauren Moss
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MCLibrarianRMIT's curator insight, April 13, 1:12 AM

Common grammar errors and how to fix them.  Applicable to more than just blog posts.

Jeff Domansky's curator insight, Today, 1:12 PM

No excuse for future grammar missteps after reading these tips! ;-)

Sangbaran Karmakar's curator insight, Today, 4:08 PM

Just Awesome Statistics... Loved the data visualization...

 

Regards....  

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Google Places Quality Guidelines Updated

Google Places Quality Guidelines Updated | Inbound Marketing | Scoop.it

Google quietly announced within the Google Help forums that they have made a clarification update to their Place quality guidelines to help business owners know what they can name their business within Google Local and what they can not.


Via Bonnie Burns
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Bonnie Burns's curator insight, February 21, 2:04 PM

In short, Google is allowing a single descriptor within the business name, if and only if that descriptor is location information or describes your business offers.

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Google Page Layout Algorithm & Penalty

Google Page Layout Algorithm & Penalty | Inbound Marketing | Scoop.it
Google announced a new algorithm change that looks at your page layout and if the ads above the fold are excessive, your site can be penalized and downgraded in the search results.This comes with no s
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The Evolution of Artificial Intelligence in Search: An SEO Opportunity

The Evolution of Artificial Intelligence in Search: An SEO Opportunity | Inbound Marketing | Scoop.it

In the past, SEO copywriting involved embedding the words that users utilize in the search engine into a page's content. So, for instance, someone searching for good pizza restaurants in the vicinity of Qualcomm Stadium in San Diego might search for [pizza near qualcomm stadium] so those are the keywords that your copywriter would embed in the content of the page.

That would help the search engine identify your page's content with that particular keyword. In the early days, these were basically exact-match searches.

 

But after a while, Google got better and began using synonyms, so if you were trying to rank a page of your car sales site, you might have used car, automobile, auto or vehicle – and Google would still understand when it saw a search query for car and a page that talked about vehicles, that there might be relevance.

 

Then in September 2013, Google announced its recent, quiet launch of a new algorithm they called Hummingbird. This was important because Google began to analyze queries semantically, trying to understand what the query was really looking for. It was able to go far beyond simple synonyms, even beginning to extract searcher sentiment in some instances.

 

A query like [car dealer] might sound rather obvious, but some queries are a lot more vague. As more people began to do voice searches via their smartphones and Chrome browser, they even tended to make more complex queries, often asking complete questions, rather than simply using isolated keywords.

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