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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 Marketing Technology Alert | 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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iNeoMarketing'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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Unsung Marketing Hacks – What Didn’t Make the Top 10 List? - Gartner

Unsung Marketing Hacks – What Didn’t Make the Top 10 List? - Gartner | The Marketing Technology Alert | Scoop.it

With great marketing technology spending comes great ROI responsibility. 

iNeoMarketing's insight:

There are more when you click through, but I picked the ones that were most pertinent to the practitioner. 

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For CMO or CIO, Being Future Ready Means Going Full Stack - V3B

For CMO or CIO, Being Future Ready Means Going Full Stack - V3B | The Marketing Technology Alert | Scoop.it

Make the term “personalization” redundant in everything you do.

iNeoMarketing's insight:

Don't have a stack? Make one...fast. Know thyself.

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Similarities and differences of marketing technologists - Chief Marketing Technologist

Similarities and differences of marketing technologists - Chief Marketing Technologist | The Marketing Technology Alert | Scoop.it

Orange #MarTech is the New Black

iNeoMarketing's insight:

Moral of the story: the gap is not as great as it would seem. And I think that if the marketer gained a greater understanding of DB management, analytics and integration, the jump would be easy.

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Automation Needs To Make Way For Marketing Intelligence - CMO.com

But even for the best in the business, the predominant form of profiling and personalization is still behaviorally based. Even when attitudinal dimensions have managed to elbow their way into the personas, they rarely make their way into the actual customer experience.

I’ve seen some excellent examples of reading a customer’s digital body language to understand a prospective buyer, but it’s nothing that would come close to a truly great salesperson doing the real thing (i.e., in-person reading of a customer’s body language). Just think how powerful that could be if marketing automation systems could be taught to do it.

I believe this will be the next level of intelligent marketing to emerge after we’ve all made it past “automation”--which, if you think about it, isn’t really that high a standard to set.

To improve on what’s happening right now, it would be great to see more salespeople reinventing themselves as masters of digitizing the sales process to truly bring their expertise to bear on the world of marketing automation. It’s all about marketing at the moment, and many of the marketers, who are quick to point out the flaws of their sales organizations, are still not as expert as they need to be in the art and science of selling. This represents a huge opportunity for sales experts to not only survive the one-million-person-cull but to one day actually help design the intelligent marketing systems of the future.


Suffering from MarTech FOMO? We’ve got the cure. Contact us.

iNeoMarketing's insight:

Too much...WAY too soon. Let's get past the 5% penetration rate for Marketing Automation before we try to make it more intuitive and intelligent.

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Marketing automation yields real value, yet is hard to choose and implement - VentureBeat

Marketing automation yields real value, yet is hard to choose and implement - VentureBeat | The Marketing Technology Alert | Scoop.it

MarTech is the New Black. Get fashionable. Contact us to see how.

iNeoMarketing's insight:

And it's not getting any easier.

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Email marketing technology is ridiculously complicated - VentureBeat

Email marketing technology is ridiculously complicated - VentureBeat | The Marketing Technology Alert | Scoop.it

Predictive Analytics is the next step in Marketing Automation. Contact us to see how.

iNeoMarketing's insight:

Missing from the graphic: landing pages, e.g., Unbounce, forms, e.g., 123ContactForms, and optimization/testing, e.g., Optimizely. 


It's not difficult: it's only as difficult as you want it to be. And the same capabilities can be found in any MAP.

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Personalization study findings: Email is top channel; social, web, ads next; data needs vary - VentureBeat

Personalization study findings: Email is top channel; social, web, ads next; data needs vary - VentureBeat | The Marketing Technology Alert | Scoop.it

Let iNeoMarketing create a new approach for your inbound and outbound marketing…and realize more revenue. Contact us.

iNeoMarketing's insight:

The study is a work in progress, so we'll keep an eye out for the final version. Meanwhile, the personalization of the web home page is higher that I would've guessed, and I have to believe that's due to the B2C audience in this study.

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6 Tips for Making the Most of Your Retargeting Campaigns - HubSpot

6 Tips for Making the Most of Your Retargeting Campaigns - HubSpot | The Marketing Technology Alert | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

iNeoMarketing's insight:

Apply those burn pixals to your post conversion pages.

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5 Disruptive Social Selling Technologies - Marketing Action Blog - Act-On

5 Disruptive Social Selling Technologies - Marketing Action Blog - Act-On | The Marketing Technology Alert | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

iNeoMarketing's insight:

A few nice Social SalesTech suggestions. Click through for details and screen shots.

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10 No-Cost Tools to Help You Conquer Writer's Block

10 No-Cost Tools to Help You Conquer Writer's Block | The Marketing Technology Alert | Scoop.it

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

iNeoMarketing's insight:

Don't ignore Reddit or Inbound.org for ideas as well.

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Infographic: B2B e-commerce sales to reach $1.1 trillion by 2020 - B2B News Network

Infographic: B2B e-commerce sales to reach $1.1 trillion by 2020 - B2B News Network | The Marketing Technology Alert | Scoop.it

MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

iNeoMarketing's insight:

Mirrors the recent Gartner report.

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The Guide to the Marketing Technology Landscape - Radius

The Guide to the Marketing Technology Landscape - Radius | The Marketing Technology Alert | Scoop.it

Not having a fun time with IT? Contact us: we can act as your buffer to get the job done.

iNeoMarketing's insight:

Behind a quick reg form. This should be in the form of a 3 volume dynamic eBook.

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Success Stories: How Top Companies are Winning with Full Funnel Marketing - LinkedIn

iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.

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Social Media Is the Best Marketer for Your Events [Infographic] - Profs

Social Media Is the Best Marketer for Your Events [Infographic] - Profs | The Marketing Technology Alert | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

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Are you missing out on SMS marketing? [Infographic] - Smart Insights Digital Marketing Advice

Are you missing out on SMS marketing? [Infographic] - Smart Insights Digital Marketing Advice | The Marketing Technology Alert | Scoop.it

iNeoMarketing’s MarTech Managed Services solves numerous B2B Marketing challenges. Contact us to see how.

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How to Effectively Market With a $0 Budget (Infographic) - KISSmetrics

How to Effectively Market With a $0 Budget (Infographic) - KISSmetrics | The Marketing Technology Alert | Scoop.it

iNeoMarketing.com bridges the gap between your MarTech and your in-house experience. Contact us.

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Getting Valuable Marketing Data Out of Google Analytics (Infographic) - KISSmetrics

Getting Valuable Marketing Data Out of Google Analytics (Infographic) - KISSmetrics | The Marketing Technology Alert | Scoop.it

This scoop comes to you compliments of ineomarketing.com.                                             

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Your Must-Read Marketing Technology Summaries, Curated Thursday, 5/21/15

Your Must-Read Marketing Technology Summaries, Curated Thursday, 5/21/15 | The Marketing Technology Alert | Scoop.it

Taking a few days off this US Memorial Day weekend, starting at 3PM ET today. The content flow has slowed down considerably, so fear not FOMO.


See the image? That's what you want to do over this long weekend.  Drive carefully peeps, and we'll see you Tuesday.


Today’s digests of curated articles summarized for your quick review: 


 

See ALL Top Curated Marketing Technology Summaries here: http://www.scoop.it/t/the-marketing-automation-report

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About Us: iNeoMarketing provides Marketing Technology services, applications and support to B2B companies who may not have the required resources, knowledge or expertise. Visit us at www.neomarketing.com.

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The Art of Building B2B Buyers’ Trust - Pardot

The Art of Building B2B Buyers’ Trust - Pardot | The Marketing Technology Alert | Scoop.it

MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact us.

iNeoMarketing's insight:

Some excellent info to help with you content creation strategy.

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7 Easy-to-Use Interactive Content Tools You Should Explore - HubSpot

7 Easy-to-Use Interactive Content Tools You Should Explore - HubSpot | The Marketing Technology Alert | Scoop.it

iNeoMarketing executes your revenue-generating efforts with the right metrics and the appropriate reports. Contact us to learn more.

iNeoMarketing's insight:

This is next level stuff for the mere mortal. SnapApp looks cool.

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30 Marketing Attribution Terms Every Business Should Know | Visual IQ

30 Marketing Attribution Terms Every Business Should Know | Visual IQ | The Marketing Technology Alert | Scoop.it
Every industry has its own language, or jargon, that describes ideas and concepts that are unique to the field. The marketing attribution space is no different, and when you’re unfamiliar with the lingo, it’s easy to get confused. Here are 30 commonly used attribution terms to help your business navigate through the jargon.


MarTech is the best tool available to bridge the gap between Sales and Marketing. Contact us to see how.

iNeoMarketing's insight:

An excellent glossary. Please click through to review.

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We Surveyed 1200 People To Learn How To Increase Email Effectiveness - MarketingLand

We Surveyed 1200 People To Learn How To Increase Email Effectiveness - MarketingLand | The Marketing Technology Alert | Scoop.it

From MarTech 101 to Advanced Techniques, iNeoMarketing has you covered. Contact us.

iNeoMarketing's insight:
  1. Review the stats
  2. Get the study here (it's free): http://info.buzzstream.com/email-best-practices
  3. Read and improve.


Excellent stuff!

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CIM Academy's curator insight, May 22, 4:56 AM

New research reveals key insights to improve email effectiveness. 

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The Best Fonts & Colors in the Most Shareable Social Media Images - BufferSocial

The Best Fonts & Colors in the Most Shareable Social Media Images - BufferSocial | The Marketing Technology Alert | Scoop.it

"An image needs six elements to get shared:

  • Emotion: Your audience needs to feel something when they look at your image.
  • A simple layout: If you do too much, you turn them off and away from that share button. Keep it simple, clear and easy to digest.
  • Relevant imagery: Your stock photos, backgrounds and filters should all make sense and tie in with your niche or branding. If they don’t, it doesn’t make sense for the reader to share it.
  • The right colors: Use the colors that best match your brand, but don’t forget to make the most of Red, Pink and Purple to get the most shares.
  • A powerful font: Make sure the words you use match up to the font you choose. Don’t make your image send the wrong message.
  • Text or hashtags: Quotes are the most powerful, but having a powerful message or hashtag can create a lot of viral potential."



Not having a fun time with IT? Contact us: we can act as your buffer to get the job done.

iNeoMarketing's insight:

A VERY good article, with details and examples. Pass this on to your graphics pro.

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Tweets will now start showing up in your Google search results - Memeburn

Tweets will now start showing up in your Google search results - Memeburn | The Marketing Technology Alert | Scoop.it
From today, Tweets will start showing up on Google Search on mobile devices. When users are searching on the Google app or any browser on their phone or tablet, they will find real-time content from Twitter right in the search results.

Google explains that the new feature works. If users search for Taylor Swift or news about the #MadMenFinale, users can have access to Taylor’s tweets and the hashtag directly from Google. Essentially, if you search for anything on NASA, as part of the results Tweets from NASA will come up. Tapping on a Tweet in Google search, users will be taken directly to Twitter where they can view the Tweet and discover additional content. It is not clear what tweets Google Search will show, trending, hashtags etc.


iNeoMarketing’s Outsourcing delivers the vetted talent you need under your complete management and control. Contact us to see how.

iNeoMarketing's insight:

So the natural question is: how to optimize tweets so that they pop up on top. A whole new territory. Watch this space.

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Website Card | Twitter for Business

Website Card  | Twitter for Business | The Marketing Technology Alert | Scoop.it

Dark marketing clouds ahead? Let us help you see clearly. Contact us.

iNeoMarketing's insight:

Just a quick primer on what is now a basic.

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