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6 Major Google Changes Reveal the Future of SEO - Search Engine Watch | #TheMarketingAutomationAlert

6 Major Google Changes Reveal the Future of SEO - Search Engine Watch | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
PageRank and keyword obsession is fading away. Google is now pushing you to focus on understanding your target users, producing great content, establishing your authority and visibility, and providing a great experience for the users of your site.


Digest...


Let’s take a few steps back and understand the big picture. Here's a look at the major developments, some of Google's initiatives driving this change, and the overall impact these changes will have on SEO.

1. '(Not Provided)'

Google made the move to make all organic searches secure starting September 23. This means we've lost the ability to get keyword data for users arriving to our websites from Google search.

Losing Google keyword data is sad for a number of reasons. This impacts publishers in many ways, including losing a valuable tool for understanding what the intent of customers that come to their site, for conversion optimization, and much more.

2. No PageRank Update Since February

Historically, Google has updated the PageRank numbers shown in the Google Toolbar every 3 months ago or so, but those numbers haven't been updated since February. This means 8 months have gone by, or two updates have been skipped.

3. Hummingbird

There are a few elements to Google's Hummingbird algorithm, announced in time for Google's official birthday, but like Caffeine before it, this is really a major platform change. Google has built a capability to understand conversational search queries much better than before. The impact of this algorithm is likely to be quite substantial over the next 2 or so years. Net-net, they have drastically reduced access to the raw data, and are rolling out technology that changes the way it all works at the same time!

4. Google+

While it seemed to get off to a slow start initially, many argue that it has developed a lot of momentum, and is growing rapidly. The data on Google+'s market share is pretty hard to parse, but there are some clear impacts on search, such as the display of personalized results.

5. Authorship

We won't delve into the specifics of how Author Rank might work now, but you can read "Want to Rank in Google? Build Your Author Rank Now" for my thoughts on ways they could look at that.

That said, in the future you can imagine that Google could use this as a ranking signal for queries where more comprehensive articles are likely to be a good response. Bottom line: your personal authority matters.

6. In-Depth Articles

The Google announcement included a statement that "up to 10% of users' daily information needs involve learning about a broad topic." That is a pretty big number, and I think over time that this feature will become a pretty big deal. Effectively, this is an entirely new type of way to rank in the SERPs.

 

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marketingIO's insight:

These changes all indicate what is happening with SEO: the abandonment of those technical adjustments in lieu of qualitative improvements to content...CONTENT. At the end of the day, content drives SERP.

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Rethink Marketing Automation – for the CASL-Compliant Marketer - Act-On Marketing Action Blog

Rethink Marketing Automation – for the CASL-Compliant Marketer - Act-On Marketing Action Blog | The MarTech Digest | Scoop.it
CASL is a law that was passed to help cut down spam messages sent and received, but it does pose a certain challenge for marketers trying to get their message to prospects. In compliance with the new law, many Canadian marketers are being forced to rethink their digital marketing strategy.

Even with these new regulations, marketing automation remains a key tool for successful digital marketing. While many people think first of email marketing when they think about marketing automation, the reality is that email is just one small portion of its capabilities it has in store. Marketing automation functionality goes well beyond email, and can be leveraged throughout the entire customer lifecycle, from building brand awareness, to driving demand, to expanding customer relationships.
marketingIO's insight:

CT for the details, but bear in mind rule #1 regarding CASL: DOUBLE OPT-IN...documented!

 

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Email Marketing: 6 Types of Transactional Emails - Marketo

Email Marketing: 6 Types of Transactional Emails - Marketo | The MarTech Digest | Scoop.it

Here are a few best practices to consider as you’re developing your transactional email campaign:

  • Send it from a recognized ‘From’ address. 
  • Use a subject line that clearly summarizes the purpose of the email. 
  • Write copy that acknowledges and thanks the subscriber for their activity and conveys excellent customer service. 
  • Include a recognizable and clickable brand logo and incorporate your brand colors to boost brand recognition.
  • Use links that serve a specific purpose.
  • Be friendly, informative, and timely.

 

Here are six types of transactional emails you can send your subscribers based on their behavior:


1. Email Address Confirmation/Registration Emails
2. Password Resets
3. Order Confirmation Emails and Purchase Receipts
4. Feedback Emails
5. Reactivation Emails
6. Website/App Extension Emails

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Google launches imported call conversions | Search Engine Watch

Google launches imported call conversions | Search Engine Watch | The MarTech Digest | Scoop.it
Those using adding a phone number to their Google AdWords ads or running call-only campaigns have up until now been able to track conversions in a rudimentary fashion only.

Specifically, Google’s conversion tracking has enabled advertisers to track when AdWords ads result in calls of a minimum length.

But recognizing that this offers a limited view of conversions, Google has announced imported call conversions, a new feature that allows advertisers to import call data so that they can attribute detailed conversion data, such as revenue generated, back to the calls generated by their AdWords campaigns.
marketingIO's insight:

FYI.

 

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Do you have what it takes to be a martech genius?

Do you have what it takes to be a martech genius? | The MarTech Digest | Scoop.it
How well do you know marketing technologies? Do you know what makes a martech stack world-class, or the difference between ABM and CRM?  Put yourself to the test with the MarTech Challenge!

marketingIO's insight:

Perfect example of interactive content.

 

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Comparably lets you better understand industry-wide salaries - VentureBeat

Comparably lets you better understand industry-wide salaries - VentureBeat | The MarTech Digest | Scoop.it
Comparably has launched a new product aimed to give company leaders a market-wide idea about where compensation is going. With this latest offering, chief executives, management, and those in human resources can access Comparably’s full set of salary and equity data for free. Additionally, companies can claim their pages on Comparably to customize and receive analytics about how they’re viewed by employees.

Launched in March by Docstoc cofounder Jason Nazar, former Docstoc chief operating officer Mike Sheridan, Yammer cofounder George Ishii, and InvestedIn cofounder Yadid Ramot, Comparably aims to make work better. Nazar said the first way it’s going about that is to “provide transparency around compensation and culture.” While it started out by soliciting employees to anonymously submit their salaries and help them understand their equity, now it’s branching out to provide aggregate information to the business owners, shining a light on the real market value of their team and how both sides can move forward together.
marketingIO's insight:

Not just for CEOs...

 

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Why Creating a Personal Online Experience for Your Visitors Is Critical [Infographic] - Profs

Why Creating a Personal Online Experience for Your Visitors Is Critical [Infographic] - Profs | The MarTech Digest | Scoop.it
Web Sites - Marketers are increasingly turning to Web personalization to engage audiences on their websites. Are you? If not, check out these reasons to consider personalization.
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How to Segment in Google Analytics to Generate Better Results - CrazyEgg

How to Segment in Google Analytics to Generate Better Results - CrazyEgg | The MarTech Digest | Scoop.it

"For those who are just starting to use segmentation in Google Analytics for A/B testing, I suggest you focus on these few key types of segments:

  • Traffic source
  • Location/geography
  • Visitor type
  • Landing page type
  • Action taken
  • Content viewed
  • Engagement – Different pages in your website may have varying levels of customer engagement. Creating a segment type based on engagement helps you make improvements to pages that produce less engagement.
  • Demographics
  • Technology platform
  • Value – One of the classic segmentation techniques is to segment your visitors based on their value. You can then identify the source of these visitors and their journey towards your conversion goals."
marketingIO's insight:

And how to AB test when you CT.

 

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Marketers Finding Email Personalization Effective, Web Content Personalization Difficult - MarketingCharts

Marketers Finding Email Personalization Effective, Web Content Personalization Difficult - MarketingCharts | The MarTech Digest | Scoop.it
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How Can Marketers Reach Millennials? By Speaking Their Language - Salesforce

How Can Marketers Reach Millennials? By Speaking Their Language - Salesforce | The MarTech Digest | Scoop.it
Some things to keep in mind:

Know thy audience. This is the beginning of everything for your brand. If you haven’t done your research, how are you supposed to know who your audience is?

Create original, memorable content. In my book Think Big, Act Bigger, I ask the question, “What’s your 118?” That’s the number of seconds you have to pitch – 8 seconds to hook people and 110 seconds to reel them in. On social media, it’s more like “What’s your 15?” A few seconds of genuine engagement can be a difference maker for your brand.

Get personal. Go back to ‘know thy audience.’ The audience you’re trying to reach likes personal stories because it gives them the feeling that the brand wants to genuinely engage. And it makes the brand feel personable and approachable.

Gain traction by being exclusive. Traditionally, coupons, discounts and offers gain a lot of traction, so any time a brand uses a word like “exclusive,” it gives people an air of importance that will encourage them to act – and do so quickly.
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How to verify your Twitter account - CIO

How to verify your Twitter account - CIO | The MarTech Digest | Scoop.it
Follow these steps to give yourself the best chance of getting verified.

  1. Open your Twitter account settings and make sure you have a verified phone number, confirmed email address, a bio, profile photo, header photo, a website and a birthday (required for personal accounts only). Your tweets must also be set to public in your privacy settings.
  2. Improve your chances of approval by having a username that reflects the real name of the person or company. The account’s profile or header photo should also reflect the person or company’s branding, according to Twitter.
  3. Fill out and submit the form to request account verification. Explain why Twitter should verify your account and provide examples to help the company understand your impact. Provide at least two URLs to showcase your newsworthiness or relevancy in your field. Finally, Twitter may also request a scan or photo of a government-issued ID to confirm your identity.
Twitter says it will respond to all requests via email, and users who get denied can submit another request 30 days later.
marketingIO's insight:

Worth repeating.

 

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Your Must-Read MarTech Digest™, for Friday, 7/22/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Friday, 7/22/16 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

See our solutions.

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Tools For CMOs That Are Making Outbound Marketing Hot Again - Forbes

Tools For CMOs That Are Making Outbound Marketing Hot Again - Forbes | The MarTech Digest | Scoop.it
• LeadGenius. LeadGenius enables B2B companies to identify accurate contact information for every account in the US that fits their ideal customer profile. 

• Close.io. Close.io can be used to track workflow, letting sales teams make calls and send emails directly through the platform, with each communication logged. 

• Prezi. Presentations are an important part of closing deals. Prezi is a unique presentation tool, helping teams turn concepts into visually powerful sales pitches. 

• Geopointe. For sales teams that hit the road each day, Geopointe provides location-based Salesforce data, with accounts clustered by locations. The app can also help sales managers with territory management and easily divide accounts among team members.
marketingIO's insight:

Please dump PowerPoint for Prezi.

 

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Popular Social Networks With Marketers - Profs

Popular Social Networks With Marketers - Profs | The MarTech Digest | Scoop.it
marketingIO's insight:

Where's that grain of salt?

 

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Employee Advocacy and Engagement | LinkedIn Elevate

Employee Advocacy and Engagement | LinkedIn Elevate | The MarTech Digest | Scoop.it
marketingIO's insight:

Just a reminder that Elevate will be available come Q3 (by invite only right now). It's positioned as an employee tool, but you can obviously see the LeadGen benefits. Let's see if MS gets involved.

 

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5 Essential Marketing Automation Features for Better Sales - AgileCRM

5 Essential Marketing Automation Features for Better Sales - AgileCRM | The MarTech Digest | Scoop.it
1. Contact Insights
2. Triggered Emails
3. Lead Scoring

4. Lead Response Time
These alerts help reduce the response time and ensure that sales reps follow-up within five minutes, which in turn increases the lead qualifying success rate.

5. Sales Alert
Sending real-time alerts to sales reps streamlines the process between the marketing and sales teams. Imagine if a sales rep just closed an opportunity with a lead, and this lead went to the pricing page again. Here, the sales rep can get an alert about the lead’s behavior and the rep can make another call to convert this opportunity to a deal and close it.
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Best Marketing Automation Software in 2016 | G2 Crowd

Best Marketing Automation Software in 2016 | G2 Crowd | The MarTech Digest | Scoop.it
Learn what the best Marketing Automation Software is and what features define it. Read 4055 reviews of 110 different Marketing Automation solutions.
marketingIO's insight:

Current state of the state from G2.

 

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How to Structure a Marketing Team in 2017 - DeeplyDigital

How to Structure a Marketing Team in 2017 - DeeplyDigital | The MarTech Digest | Scoop.it
marketingIO's insight:

Missing: Data? SEO? Marketing Ops? Here's our take: http://img.scoop.it/wBC7qFu-_iW6WjMvK81Tz0QiFg_h6xvI8ufC6LhnDxU=

 

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The Marketing Cloud July 2016 Release is Now Live! - Salesforce

The Marketing Cloud July 2016 Release is Now Live! - Salesforce | The MarTech Digest | Scoop.it
Highlights of this release:

1. Email Studio and Content Builder Generally Available: Marketing Cloud's Email Studio is now generally available to all customers (with a rolling launch). Email Studio includes an entirely new email creation and send flow, ensuring the accuracy of email content. Content Builder is our powerful content management tool which allows you to consolidate assets in a single location. Upload images and content, making them searchable and easy to tag. Use out-of-the-box templates to create emails with a drag-and-drop interface. 

2. Approvals Service for Content Builder Emails

3. Send Email from the Marketing Cloud Mobile App

4. Predictive Scores (Beta)

5. Cancel In-Progress SMS/MMS Sends for MobileConnect

6. Campaign Management in Advertising Studio

7. Link Level Engagement Splits for Journey Builder

8. Salesforce Sends for Content Builder
marketingIO's insight:

Powerful.

 

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Your Must-Read MarTech Digest™, for Thursday, 7/21/16 #MarTech #DigitalMarketing

Your Must-Read MarTech Digest™, for Thursday, 7/21/16 #MarTech #DigitalMarketing | The MarTech Digest | Scoop.it

Today’s curated articles summarized for your quick review: 

 


See ALL Top Curated Marketing Technology Articles here.

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6 Success Factors for Adopting Marketing Automation - Act-On Marketing Action Blog

6 Success Factors for Adopting Marketing Automation - Act-On Marketing Action Blog | The MarTech Digest | Scoop.it
#1: Get your website in order
#2: Have a messaging strategy and good content
#3: Prepare your list
#4: Prepare your lead generation strategy
#5: Set appropriate expectations
#6: Use outside resources strategically
marketingIO's insight:

A few missing components: a common understanding with sales, integration issues, analytics and report, etc.

 

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Surge in bot creation leads to rise of bot directories - VentureBeat

Surge in bot creation leads to rise of bot directories - VentureBeat | The MarTech Digest | Scoop.it
Bots.directory covers all the messaging platforms mentioned above. It also supports filtering by categories. You choose a platform and category and the bots will be sorted by the defined parameters.

BotFinder is another chatbot store. Apart from the abovementioned platforms, it also includes Skype bots.

BotPages offers a long list of bots that work with the most popular messaging platforms including Twitter, WhatsApp, Viber, Line, and others.

Botlist provides bots that fit every taste. In addition to the above platforms, it supports Android, iOS, email, SMS, and others. This means that the store is not limited to text messengers only, but spills over to bots that can function far beyond what you can do in a chat.

Telegram Bot Store offers a variety of bots for its platform. You can sort them by categories, looking at recently added bots, the best new bots, or the bots that are at the top of the charts.
marketingIO's insight:

Directories where you can find bots, and where you can make bots available.

 

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26 WordPress Plugins for Social Media Marketers : Social Media Examiner

26 WordPress Plugins for Social Media Marketers : Social Media Examiner | The MarTech Digest | Scoop.it
#1: Social Profile Integration Plugins

#2: Social Sharing and Follow Plugins

#3: Administrative Plugins

#4: Comment and Discussion Plugins

#5: Bonus Plugins
marketingIO's insight:

Please CT for the full collection. Very nice!

 

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5 things you need to know about account-based marketing - CIO.com

5 things you need to know about account-based marketing - CIO.com | The MarTech Digest | Scoop.it

Why is ABM important?

  • It's really hard to turn leads into customers
  • Marketers need fresh tactics
  • Marketing personas only go so far
  • New tech makes account-based marketing programs easier to scale
  • Marketing is a more important revenue generator than ever before
  • Sales and marketing are more inclined to collaborate
marketingIO's insight:

One of the better primers on ABM, and chock full of links to ABM reports.

 

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CMO Survey: Which Emerging Technology Will Transform the Customer Experience? - Profs

CMO Survey: Which Emerging Technology Will Transform the Customer Experience? - Profs | The MarTech Digest | Scoop.it
Marketing Strategy - Senior marketers say Big Data is the emerging technology that will have the biggest impact on the customer experience, according to recent research from the CMO Council and SAP Hybris.
marketingIO's insight:

MIA: Vulcan Mind Meld.

 

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RankBrain’s potential effect on your paid search campaigns | Search Engine Watch

RankBrain’s potential effect on your paid search campaigns | Search Engine Watch | The MarTech Digest | Scoop.it
My advice for advertisers is to get your landing pages RankBrain-ready:

  • Understand your audience.
  • Give your pages clear, unique themes.
  • Use alternate keyword variations throughout your copy that still relate to the page theme.
These are methods that have always been helpful to successful search advertising in the past, but they become even more important moving forward.
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