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Inbound Marketing's Yin & Yang [Infographic]

Inbound Marketing's Yin & Yang  [Infographic] | Social on the GO!!! | Scoop.it

A key concept in Taoist philosophy, “Yin and Yang” (“shadow and light”) describes forces that are opposites, yet complementary. Social media and search can be described as the Yin and Yang of inbound marketing.

They are opposites:
* social media is powered by people's conversations.
* search engines are powered by machine algorithms.

They are also complementary.

When content links are shared on social media, search engines leverage those social signals to determine search rankings. When search engines drive traffic to content visitors may share that content with their social networks expanding the content's social reach.

Here’s an infographic to illustrate how social media and search are part of the same soul.


Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, December 9, 2012 4:50 AM

Opposite yet complimentary should be a familiar concept to Internet marketers. We must hold opposites but complimentary values such as:

* Increase conversion while decreasing traffic.

* Increase sales while decreasing acquisition costs.

* Create LESS content that does MORE. 

* Increase relevance while decreasing your team's work.

 

This last bullet speaks to the contrasting world of ecommerce. How do you increase relevance even as you reduce your team’s input (and so costs)? User Generated Content (UGC) is always the answer to that question (lol). 

Great graphic here on the natural contrasting compliments in content marketing.  

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Marty's SEO Triptych: New SEO Rules in a Content Marketing World [+ Marty Note]

Marty's SEO Triptych: New SEO Rules in a Content Marketing World [+ Marty Note] | Social on the GO!!! | Scoop.it

Five years ago, SEO was all the buzz. Today, it has shifted to "content marketing," which aims to create stories humans want to read and engage with. - The above chart is a good summary of this trend.


Via Guillaume Decugis, Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, December 7, 2012 10:45 PM

After writing this response to Snow's article and Guillaume's response I realized it finishes a group of 3 pieces on SEO:

A. SEO and Data Got A THING Going On.
B. Etropy Is Creating Web 3.0 Under Our Noses
C. Google and Data Got A Thing Going On (Below)

Google and Data Got A Thing Going On
I agree that we've moved close to a more true meritocracy, but I'm not as far as Snow or Guillaume. Google's influence remains very significant in who sees what in search, and search still controls the purse strings.

If Google didn't float their index they would have rapidly become irrelevant. By floating, by removing the absolute TRUTH of the game so well described, the game changed in ways ONLY Google can understand.

Look at the Not Provided numbers now climbing close to 50%. While Google says they made this move based on security it is clear to anyone with a brain that Google's desire is to float more than their index. If you can't find absolute reference in your own Google Analytics then something fundamental has changed.

In fact many things have changed including:

* We live floating on a Sargasso sea now never reaching shore.

* Algorithms and predictive models will rule our future.

* Algorithms and predictive models were always going to rule.

* Google controls LESS and makes MORE.

* Mobile is DISRUPTIVE in the short run.
* The longer the web is alive the more local it becomes.

These last two bullets are the engine of the current discontent. Google's brilliant move to float the index would seem to be a direct response to the chilling amount of User Generated Content (UGC) being created, but, in reality, the float was in the works well before it was clear social would rule.

Floating the index allows control to be harvested by Google and Google alone AND potential ad inventory moved from X to infinity. Now you can see why Not Provided was so necessary. Without the obstruction any website could model the float. The more advanced websites such as Amazon will model the float and continue to create larger and larger continents within the Sargasso sea.

Finally, let's discuss Snow assertions. Yes the world is undeniably more popular and populous. There is MORE and it is being organized, at least to some significant degree, by social signals. The thing you don't get from Snow's graphics is the flocking and emergent behavior of those signals.

Read Bursts by Barabasi and you come away with an understanding that a. we are not as unique as we think and b. we tend to flock or tribe into packs and clusters. What happens when you are playing in a field and it starts to rain? Everyone who was playing runs for cover (flocking behavior in response to specific stimuli).

The web only SEEMS massively random. In fact, for those "psycho-historians" to borrow a term from Isaac Asimov capable of seeing and patterning the BIG DATA being produced the world quickly smooths into patterns.

This is why Amazon has 1.4B pages in Google's index. At that level, many times even CNN.com one of the sites that must have the highest amount of unique content, there is clearly a new game being played. Snow and Guillaume are discussing the cosmetic layer we have influenced with out UGC social signals.

Behind the cosmetic layer there is still flocking behavior-herding traffic into huge divots created by Facebook, Amazon and Twitter. Zuckerberg correctly and foolishly identified the game as a play for infrastructure.

Mobile is disrupting the massive investment in status quo infrastructure by the web's biggest players AND it is eroding margins. Margins ARE ALWAYS slim in the beginning. I remember when Amazon was new they were everywhere, would give you free shipping, wash your car and bring you a pizza for an order. AND Amazon was buying just about at retail for about the first year.

I was a wholesale distributor then (1993 - 1999) and we couldn't figure out what Amazon was doing. What we didn't realize was Amazon wasn't playing the same game we were. Amazon could have cared if they made a dime then. They wanted the NAMES on their FILE. NAMES = POWER. NAMES = MONEY.

Snow and Guillaume are both RIGHT and WRONG. They are right that our rebellious use of social signals has wobbled the web's surface and mobile is creating a wobble in infrastructure. They are wrong because, in the end, the math always wins, the patterns will emerge and scale will harvest the crop.

As we eat we will feel more HEARD and IN CONTROL when in actual fact that feeling may be mostly an illusion. At the infrastructure level what was once 3 players may expand to 8 to 10 as the telcos elbow their way in, but the principle is the same just the players are a tad different.

The good news is the unrelated game for artifice does feel over with Panda. I think of Panda a little like my mom. My mom knew how reluctant I was, as a teenager, to clean my room. She knew the pattern so well she didn't have to actually see the room to know its state. Google's Panda is an algorithmic mom. They have power distributions on every element of your website (including expected UGC). Violate those means and you will be sent to Siberia. Why?

Because the math always wins.

 

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What to Do When Conversion Optimization Goes Bad

What to Do When Conversion Optimization Goes Bad | Social on the GO!!! | Scoop.it
Conversion rate optimization isn’t always all kittens and rainbows. Sometimes you test things that you’re sure will send your conversions through the roof, but it ends up going over like a lead balloon.

Via Guglielmo Cornelli
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Official Google Blog: Search, plus Your World

Official Google Blog: Search, plus Your World | Social on the GO!!! | Scoop.it

I know a lot of people who have been reluctant to get involved with Google Plus. I’ve heard all sorts of reasons from “I don’t have time to do that as well as Facebook and Twitter,” to “Hrmph. I don’t even like it.” But if you were not convinced already about how important Google Plus data is likely to be for SEO in coming months, then this announcement by Google might change your mind.

 

Google Search has always been about finding the best results for you. Sometimes that means results from the public web, but sometimes it means your personal content or things shared with you by people you care about. These wonderful people and this rich personal content is currently missing from your search experience. Search is still limited to a universe of webpages created publicly, mostly by people you’ve never met. Today, we’re changing that by bringing your world, rich with people and information, into search.

 

Read more: http://bit.ly/MIbOBR


Via Martin Gysler
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Pompieriitm's comment, May 27, 2012 11:15 AM
Îmi place.
Rescooped by Nikola Pohlupkov from "#Google+, +1, Facebook, Twitter, Scoop, Foursquare, Empire Avenue, Klout and more"
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Google Search Gets Personal . . .

Google Search Gets Personal . . . | Social on the GO!!! | Scoop.it
Google’s search results are undergoing their most radical transformation ever, as a new “Search Plus Your World” format begins rolling out today.

Via David Blundell, ABroaderView
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What SEOs Must Learn from Adwords Folks

What SEOs Must Learn from Adwords Folks | Social on the GO!!! | Scoop.it

AdWords folks. They're the traders of the online marketing world. They spend their time analyzing scoreboards, making little improvements and brainstorming their next ideas. They split-test their ideas, scale the best and ditch the best. In a world where scarce resources force them to make choices over budget, positioning and copy, they're having to think totally differently to SEOs.

 

Rand posted back in 2008 about the disconnect between PPC spending and SEO spending. Despite the well documented differences in results, PPC is a science from the outset, but SEO still leaves lots to chance. AdWords folks live-and-die by the following five rules...


Via Martin Gysler
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Learn Article Marketing Skills To Help You Make Money Online | Earning Money Online and Achieving Your Goals

Learn Article Marketing Skills To Help You Make Money Online | Earning Money Online and Achieving Your Goals | Social on the GO!!! | Scoop.it
This article explains the 3 key things needed to get started making money online. You will learn how each of these 3 things will help you to create a successful online business income.
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Why do search engines love article marketing?

Why do search engines love article marketing? | Social on the GO!!! | Scoop.it
Search engines really appreciate blogs because they keep sites alive. Regular blogging will keep a site active and vibrant. Google wants fresh relevan (Why does @Google love #Blogs?
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Why AnswerHub Rocks Ecom SEO

Why AnswerHub Rocks Ecom SEO | Social on the GO!!! | Scoop.it
AnswerHub gives you the power to create themed, scalable and customized knowledge sharing Q&A communities that are fully integrated with your infrastructure...

Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, December 6, 2012 5:07 AM

After a year of investigation I came to a conclusion. The MOST over subscribed under published content is Q&A content. There is an infinite waterfall effect in Q&A too. No matter how much you make it can be more. The demand is that great.

There is an art to creating Q&A content. One off content isolated from each other pales compared to the juice you can create by developing a Q&A silo. Better yet, don't. Hire my friends at AnswerHub to help you whitelabel a Q&A solution FAST on their servers.

Normally I advocate moving content inside your stack, but AnswerHub has figured out how to move juice you create in your white labeled Q&A silo coming 100% to YOU. They don't curate a Google-juice socialism I do advocate in other circumstances (when you control the platform).

No in the case of your Q&A hub some good old fashioned seeding and the right architecture makes all the difference. Oh, btw AnswerHub has built in gamificaiton because, as Google proved with Confucius, Q&A without incentive doesn't work.

Want to raise your topline ecom revenue in this content is king post Panda world? Fastest, cheapest way I know to do that is add Q&A content and AnswerHub is the best tool I've found to do that.

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Why AnswerHub Rocks Ecom SEO

Why AnswerHub Rocks Ecom SEO | Social on the GO!!! | Scoop.it
AnswerHub gives you the power to create themed, scalable and customized knowledge sharing Q&A communities that are fully integrated with your infrastructure...

Via Martin (Marty) Smith
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Martin (Marty) Smith's curator insight, December 6, 2012 5:07 AM

After a year of investigation I came to a conclusion. The MOST over subscribed under published content is Q&A content. There is an infinite waterfall effect in Q&A too. No matter how much you make it can be more. The demand is that great.

There is an art to creating Q&A content. One off content isolated from each other pales compared to the juice you can create by developing a Q&A silo. Better yet, don't. Hire my friends at AnswerHub to help you whitelabel a Q&A solution FAST on their servers.

Normally I advocate moving content inside your stack, but AnswerHub has figured out how to move juice you create in your white labeled Q&A silo coming 100% to YOU. They don't curate a Google-juice socialism I do advocate in other circumstances (when you control the platform).

No in the case of your Q&A hub some good old fashioned seeding and the right architecture makes all the difference. Oh, btw AnswerHub has built in gamificaiton because, as Google proved with Confucius, Q&A without incentive doesn't work.

Want to raise your topline ecom revenue in this content is king post Panda world? Fastest, cheapest way I know to do that is add Q&A content and AnswerHub is the best tool I've found to do that.

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Content's New Life Cycle - 4 Important Steps to Build & Maintain Your Brand

Content's New Life Cycle - 4 Important Steps to Build & Maintain Your Brand | Social on the GO!!! | Scoop.it

This piece was written by Aaron Dunn for Content Marketing Institute.

 

These steps apply to your overall content marketing strategy whether you're creating or curating content.

 

The challenge:

 

**Companies are now left trying to make sense of which ones they should be paying attention to, what they need to be doing in these channels to gain a competitive advantage, and how it all ties into their overall content marketing strategy.

 

The solution:

 

**In today’s rapidly shifting web, it’s essential that companies start to take a more holistic approach to content marketing and connect more effectively with their various stakeholders across a number of web and social channels. 

 

Here are the four steps:

 

As we awaken to the new realities of content, here are four ways to rethink your content execution, and take advantage of the new content life cycle.

 

**Structure your content marketing strategy as a holistic system that allows you to connect more effectively with various stakeholders across a number of social channels, drive conversation, and influence customers.

 

**Open up content contribution to more users across the organization, providing more opportunities to connect with and engage customers in social channels, and extend your online reach.

 

**Be sure to remove any technology or process roadblocks that inhibit the expansion of your contributor pool — the more people who are able to contribute easily, the more content you will have to push across your channels.

 

**Deliver fresh, compelling and timely content that engages users and keeps visitors returning to your site, and then be sure to extend that content into your social channels.

 

**Be sure you are listening to the online conversations of your target audience, and optimize your content and content strategy based on the insights you gather from them.

 

Curated by Jan Gordon covering "Content Marketing, Social Media and Beyond"

 

"Content Curation, Social Business and Beyond"

Read more: http://bit.ly/J69H56


Via Martin Gysler, janlgordon
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Content's New Life Cycle - 4 Important Steps to Build & Maintain Your Brand

Content's New Life Cycle - 4 Important Steps to Build & Maintain Your Brand | Social on the GO!!! | Scoop.it

This piece was written by Aaron Dunn for Content Marketing Institute.

 

These steps apply to your overall content marketing strategy whether you're creating or curating content.

 

The challenge:

 

**Companies are now left trying to make sense of which ones they should be paying attention to, what they need to be doing in these channels to gain a competitive advantage, and how it all ties into their overall content marketing strategy.

 

The solution:

 

**In today’s rapidly shifting web, it’s essential that companies start to take a more holistic approach to content marketing and connect more effectively with their various stakeholders across a number of web and social channels. 

 

Here are the four steps:

 

As we awaken to the new realities of content, here are four ways to rethink your content execution, and take advantage of the new content life cycle.

 

**Structure your content marketing strategy as a holistic system that allows you to connect more effectively with various stakeholders across a number of social channels, drive conversation, and influence customers.

 

**Open up content contribution to more users across the organization, providing more opportunities to connect with and engage customers in social channels, and extend your online reach.

 

**Be sure to remove any technology or process roadblocks that inhibit the expansion of your contributor pool — the more people who are able to contribute easily, the more content you will have to push across your channels.

 

**Deliver fresh, compelling and timely content that engages users and keeps visitors returning to your site, and then be sure to extend that content into your social channels.

 

**Be sure you are listening to the online conversations of your target audience, and optimize your content and content strategy based on the insights you gather from them.

 

Curated by Jan Gordon covering "Content Marketing, Social Media and Beyond"

 

"Content Curation, Social Business and Beyond"

Read more: http://bit.ly/J69H56


Via Martin Gysler, janlgordon
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What SEOs Must Learn from Adwords Folks

What SEOs Must Learn from Adwords Folks | Social on the GO!!! | Scoop.it

AdWords folks. They're the traders of the online marketing world. They spend their time analyzing scoreboards, making little improvements and brainstorming their next ideas. They split-test their ideas, scale the best and ditch the best. In a world where scarce resources force them to make choices over budget, positioning and copy, they're having to think totally differently to SEOs.

 

Rand posted back in 2008 about the disconnect between PPC spending and SEO spending. Despite the well documented differences in results, PPC is a science from the outset, but SEO still leaves lots to chance. AdWords folks live-and-die by the following five rules...


Via Martin Gysler, Nikola Pohlupkov
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Social Media and Online PR Report 2010 | Econsultancy

Social Media and Online PR Report 2010 | Econsultancy | Social on the GO!!! | Scoop.it
Econsultancy's Social Media and Online PR Report, produced in association with bigmouthmedia, is the most comprehensive study of its kind around the strategies, tactics and websites companies are using to harness social media for marketing, sales,...
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twitter.com SEO Stats and Site Analysis

twitter.comeo stats and website ranking results including pagerank and search engines backlinks.
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