https://martech.zone Marketing Tool and Platform Advice from Marketing Experts Sun, 26 Feb 2017 15:29:35 +0000 en-US hourly 1 https://wordpress.org/?v=4.7.2 103203651 https://martech.zone/what-are-benefits-of-seo/ https://martech.zone/what-are-benefits-of-seo/#respond Sat, 25 Feb 2017 17:59:38 +0000
As I was reviewing old articles I had written on search engine optimization; I discovered that it was now over a decade that I’ve been providing direction. Search engine optimization rose to its peak a few years ago, a multi-billion industry that skyrocketed but then fell from grace. While SEO consultants were everywhere, many were leading their clients down a dubious path where they were gaming the search engine rather than utilizing it effectively. I even wrote the standard, cliché
© 2016 DK New Media.
As I was reviewing old articles I had written on search engine optimization; I discovered that it was now over a decade that I’ve been providing direction. Search engine optimization rose to its peak a few years ago, a multi-billion industry that skyrocketed but then fell from grace. While SEO consultants were everywhere, many were leading their clients down a dubious path where they were gaming the search engine rather than utilizing it effectively.
I even wrote the standard, cliché article, that SEO was dead to the horror of those in my industry. It wasn’t that I thought search engines were dead, they were continuing to increase in relevance and impact to corporate digital marketing strategies. It’s that the industry was dead, having lost their way. They stopped focusing on marketing and, instead, focused on algorithms and trying to cheat their way to the top.
Every day, I receive requests requesting, begging, or even wanting to pay for backlinks. It’s maddening since it shows a complete lack of respect for the community I’ve worked to build value and trust with over the last decade. I’m not going to put that at risk for anyone’s ranking.
That doesn’t mean that I don’t still concern myself with keeping my site optimized for search engines or those of my clients. Search engine optimization continues to be a foundation of every one of our efforts with our clients, large and small.
Harris Myers has developed this infographic, SEO: Why Your Business Needs it NOW?, that includes six reasons why every business should have an organic search strategy.
Benefits of SEO
- The online experience begins with search – 93% of today’s consumers use a search engine to look for products and services Tweet This!
- SEO is very cost effective – 82% of marketers see SEO as becoming more effective, with 42% seeing a significant rise Tweet This!
- SEO produces high traffic and high conversion rates – 3 billion people search the Internet each and every day Tweet This! with keywords driving highly relevant, targeted intentful searches.
- SEO is the norm in the competition today – Ranking isn’t just an indicator of a comapny’s SEO capabilities, it’s an indicator of your comapny’s overall authority within your industry.
- SEO caters to the mobile market – 50% of local mobile searches lead to a visit to a store Tweet This!
- SEO is ever-changing and so are its opportunities – Search engines continue to improve their algorithms and personalize and tailor results to maximize customer experience. SEO isn’t something you do, it requires continuous attention to monitor both search engine changes and efforts from your compeitors.
ROI of SEO
The first thing to remember about the return on investment for SEO is that it’s going to fluctuate over time. If you continue to optimize and produce remarkable content, the return on investment will increase over time. As an example, you produce an infographic on a highly competitive term and the investment is $10,000 in research, design, and promotion. In the first month, you execute the campaign and get a few leads and maybe even one conversion with a value of $1,000 profit. Your ROI is upside-down.
But the campaign has yet to achieve its maximum return. In month two and three, the infographic is pitched to several high-authority websites and is published on a couple. The resulting credit increases your site’s authority for the topic and you begin to rank high on dozens of keywords over the next few months. The infographic and related pages or articles begin to get hundreds of leads with dozens of closes each month. Now you’re seeing a positive ROI. That ROI may continue to increase over the next couple years.
We have one infographic for a client that continues to get attention seven years after first publishing it! Not to mention we’ve utilized the content for sales collateral and other initiatives. The ROI on that infographic is now in the thousands!
© 2016 DK New Media.
https://martech.zone/what-are-benefits-of-seo/feed/ 0 Benefits of SEO 80503 https://martech.zone/consumer-review-statistics/ https://martech.zone/consumer-review-statistics/#respond Fri, 24 Feb 2017 18:40:20 +0000
We recently met with a fantastic company, Viral Launch, who work with businesses selling products via Amazon. By working on both optimizing a product page and incorporating strategies to collect reviews from customers, they’re able to increase the visibility of your products in internal product searches… ultimately increasing sales exponentially. It’s difficult work, but they’ve got the process down pat and continued to repeat it for more and more clients. Their service spells out the impact of consumer reviews on Amazon’s
© 2016 DK New Media.
We recently met with a fantastic company, Viral Launch, who work with businesses selling products via Amazon. By working on both optimizing a product page and incorporating strategies to collect reviews from customers, they’re able to increase the visibility of your products in internal product searches… ultimately increasing sales exponentially. It’s difficult work, but they’ve got the process down pat and continued to repeat it for more and more clients.
Their service spells out the impact of consumer reviews on Amazon’s internal search algorithms. And since consumers who view user-generated content show a 133% higher conversion rate Tweet This!, those algorithms aren’t going to change anytime soon. In fact, consumer reviews produce an average 18% uplift in sales Tweet This!
Online reviews help us decide where/what to eat, to watch, to buy, to sell. They became an integral part of who we are as a consumer and a business owner. This infographic shows how consumers read and use online review sites in numbers. Why Online Reviews Can Either Make Or Break Your Business!
Consumer Review Statistics
- Consumer reviews are trusted nearly 12 times more than manufacturer descriptions Tweet This!
- Negative reviews can still increase ecommerce sales through product awareness Tweet This!
- Reviews contribute to 10% of the Google SERP ranking Tweet This!
- Review rich snippets can increase click-through rates 10 to 20% Tweet This!
- 50 or more reviews per product can increase conversion rates by 4.6% Tweet This!
- 90% of consumers read less than 10 reviews before forming an opinion about a business Tweet This!
- Mobile consumers reading reviews are 127% more likely to by than desktop users Tweet This!
- A 1-point increase in hotel reputation may result in an 11.2% room rate hike Tweet This!
- For every star a business gets, there will be a 5-9% increase in business revenue Tweet This!
- Consumers are likely to spend 31% more on a business with excellent reviews Tweet This!
- 72% of consumers say that positive reviews make them trust a local business more Tweet This!
- Business listings that had at least 3+ star reviews took 41 of 47 clicks Tweet This!
- Guests are 3.9 times more likely to choose hotels with higher ratings Tweet This!
- 22% of consumers will not buy after reading a single negative review Tweet This!
- After three negative reviews 59% of consumers will not buy the product Tweet This!
- 4+ negative reviews about your company or product may result in 70% less sales Tweet This!
- 86% of people hesitate to purchase from a business that has negative reviews Tweet This!
- A single negative review will cost you 30 customers on average Tweet This!
- Negative reviews in Google search results can lose 70% of potential customers Tweet This!
- 27% of people will trust reviews if they believe they’re authentic Tweet This!
- Up to 30% of online reviews may be fake, 20% of Yelp are fake Tweet This!
Travel Consumer Review Statistics
- 59% of consumers say that review sites influenced their travel booking Tweet This!
- 16% of travelers shared their holiday experiences online Tweet This!
- 42% of travelers use review sites while planning their holiday Tweet This!
- Leisure travelers spend ~30 minutes reading reviews before booking Tweet This!
Healthcare Consumer Review Statistics
- 77% of patients use online reviews as their first step in finding a doctor Tweet This!
- 84% of patients use online reviews to evaluate physicians Tweet This!
- 35% of patients choose a doctor because of a good rating Tweet This!
- 37% of patients did not choose a doctor because of a bad rating Tweet This!
- 84% of consumers trust health reviews as much as personal recommendations Tweet This!
Restaurant Consumer Review Statistics
- A restaurant with a half-star improvement is much more likely to be full at peak dining times Tweet This!
- 61% of consumers have read online reviews about restaurants Tweet This!
- 34% of diners choose a restaurant based on info on a peer review site Tweet This!
- 53% of 18-34 year olds report online reviews are a factor in dining decisions Tweet This!
- 81% of females would not visit a restaurant with reported cleanliness issues Tweet This!
Employment Consumer Review Statistics
- 76% of professionals research a company online before considering a job there Tweet This!
- 60% of job seekers would not apply to a company with a 1-star rating (out of 5) Tweet This!
- 83% of job seekers are likely to base their application decision on a company review Tweet This!
- 33% of job seekers would not apply to a company with less than a 3-star rating Tweet This!
- In online job reviews, 5 positive reviews makes up for 1 negative review Tweet This!
Social Media and Consumer Review Statistics
- 57.1% of consumers using social media in-store are reading online reviews Tweet This!
- 55% of consumers use Facebook as a place to learn about brands Tweet This!
- Businesses that maintain active Twitter and Facebook pages are more likely to have positive reviews Tweet This!
- When retailers responded on social media, a third of customers deleted their negative review Tweet This!
- When retailers responded on social media, a fifth of customers became loyal customers Tweet This!
- Facebook users reported that reviews are more reliable than posts or comments Tweet This!
Check out the amazing infographic from Website Builder!
© 2016 DK New Media.
https://martech.zone/consumer-review-statistics/feed/ 0 Consumer Review Statistics 80168 https://martech.zone/marketing-in-china/ https://martech.zone/marketing-in-china/#respond Fri, 24 Feb 2017 00:47:32 +0000
In 2016, China was one of the most complex, fascinating and digitally connected markets in the world, but as the world continues to connect virtually, opportunities in China may become more accessible for international companies. App Annie recently released a report on mobile momentum, highlighting China as one of the largest drivers of growth in app store revenue. Meanwhile, The Cyberspace Administration of China has ordered that app stores must register with the government to more closely monitor the content
© 2016 DK New Media.
In 2016, China was one of the most complex, fascinating and digitally connected markets in the world, but as the world continues to connect virtually, opportunities in China may become more accessible for international companies. App Annie recently released a report on mobile momentum, highlighting China as one of the largest drivers of growth in app store revenue. Meanwhile, The Cyberspace Administration of China has ordered that app stores must register with the government to more closely monitor the content available to Chinese users.
There are many mixed messages being sent to marketers, and it’s hard to know which challenges companies will face trying to find success in the Chinese market, but it’s certainly possible – and I can say that from first-hand experience. In 2012, when my company had seen success as a global player in mobile advertising, we realized the opportunity in China should not be ignored. Building a sustainable business in China demands a shift in mindset and a carefully crafted strategy that balances the right mix of technology, understanding the complexities of the local market, teaming up with partners that have local market expertise, and having a respectful tenacity to see the business succeed.
Understanding Marketing for the Chinese Market
Where global players have faltered in China, homegrown entrepreneurial heroes have risen. It’s easy for someone in the United States to say WeChat is a Facebook copycat, but in reality, it has revolutionized what social platforms can achieve by understanding and meeting the unique needs of the Chinese market. With more than half a billion monthly active users in mainland China, WeChat’s unmitigated success in China comes from adapting its product beyond the basic social network to include other services to further integrate into users lives. Features that may seem mundane like paying utility bills allows WeChat to distinguish itself from major foreign rivals, domestic competitors and adds real value to WeChat’s hundreds of millions of users. Western marketers have the advantage of being able to capitalize on the public social networks, a network like WeChat needs to capitalize on the one-to-one or small-group conversations.
eMarketer predicts that digital ad spend is going to reach more than $80 billion in China by 2020, the Chinese market may not be thinking enough about native advertising in the Chinese market. While Chinese native ads might look a little different than they do in the US, here at InMobi we saw that China had the largest independent native ad network in 2016.
Partnering for Success
A joint venture might seem to be the quickest path to success given China’s wall against foreign businesses and entrepreneurs; it can be difficult to bring together two foreign organizations and work towards one single goal. Companies need to find alternative ways to work with a local partner to meet China’s needs, as the market certainly does not cater to a one-size-fits-all audience.
One option is a loose partnership with companies with local expertise. It’s important for marketers, especially from the U.S., to remember that China has several different provinces with more than 200 dialects spoken throughout the country. The challenge outsiders face is that companies trying to break into the country will often have overlapping offerings to your services. In another time, these companies would be considered competitors, but China embraces coopetition. For example, while one could easily look at incumbent Internet giants such as Baidu, Alibaba, and Tencent as competition, there are plenty of opportunities to collaborate and blend strengths to drive a meaningful relationship. Many Chinese internet companies have found it difficult to succeed in the global internet market, but this is where partnerships with strong international players can help move the needle.
Priceline provides a different spin on partnering in the Chinese market. Rather than going head-to-head with local companies, Priceline made a conscious decision to invest more than $1 billion in Chinese companies including Ctrip, Baidu, and Qunar. This led to a strategic partnership where Priceline now supplies much of the inventory of hotels for Chinese users booking through Ctrip, leading to major booking sales gains for Priceline.
Localize and Decentralize
Business localization in China requires a shift in mindset. Companies need to be ready to build a completely local team, re-engineer corporate culture to suit that of the local market and decentralize decision making.
It might make you uncomfortable in the beginning; teams learn to trust and help each other over time. Hiring English-speaking nationals with global exposure help bridge cultural gaps and eases the process of integrating the Chinese team into the global entity. By localizing a team in China, marketers will have a deeper understanding of the cultural nuances that will make all the differences. On top of having an understanding of peak times to target users. For example, it would make more sense for marketers to capitalize on November’s Singles Day, which saw a record-breaking $17.8 billion in sales in 2016 than it would to focus advertising around Christmas.
Given the rate at which technology evolves, it is inevitable that there will be hundreds, if not thousands, of companies in the coming years seeking expansion into China. Companies that remain too stubborn to embrace the balance of coopetition, tenacity and gaining a deep understanding of the market in the business spectrum, will continue to hit roadblocks on the path to success. As a famous Chinese proverb goes:
Be not afraid of growing slowly, be afraid of standing still.
© 2016 DK New Media.
https://martech.zone/marketing-in-china/feed/ 0 79996 https://martech.zone/executive-presence-for-marketers/ https://martech.zone/executive-presence-for-marketers/#respond Wed, 22 Feb 2017 22:13:36 +0000
The marketing tech space is full of great talent: strategists, content writers, omni-channel experts, designers, developers and more. However, with over 4,000 different marketing technology tools, that also means the market is highly saturated. How can you—as a qualified and knowledgeable marketer—stand out in your organization or among the other talented marketers in this space? In this week’s Martech interview series, we spoke with Alexandra Rufatto-Perry of Accent On Business, an executive presence and communications advisory firm that works with competitive professionals
© 2016 DK New Media.
The marketing tech space is full of great talent: strategists, content writers, omni-channel experts, designers, developers and more. However, with over 4,000 different marketing technology tools, that also means the market is highly saturated. How can you—as a qualified and knowledgeable marketer—stand out in your organization or among the other talented marketers in this space?
In this week’s Martech interview series, we spoke with Alexandra Rufatto-Perry of Accent On Business, an executive presence and communications advisory firm that works with competitive professionals who want to project a confident and competent image. She works with a variety of executives on how to say what it is that they need or want to say, while looking and feeling their confident and influential best.
In other words, Accent On Business teaches executive presence.
Why Does Executive Presence Matter for Marketers?
For a lot of people, executive presence is really elusive. However, according to Alex, it’s more important than you think:
“Executive presence makes up for 25% of what gets people their next job, big job promotion, gets them to the next level in their organization. It’s really that thing that we look for in people that says, ‘They’re going somewhere; they’re doing something’.”
Executive presence is really made up of three elements:
- Style: how you look, how you carry yourself, how you sit at the table, your gestures, movement, and how you sound.
- Substance: depth of your knowledge and subject matter expertise.
- Character: your value system on display.
Executives already have subject matter expertise, and our character is fairly set. Alex spends most of her time working with people on style.
An Interview with Alexandra Rufatto-Perry
Listen to this amazing interview with Alex that covers:
- What is executive presence?
- Why it’s important for marketers.
- How to use the three elements of executive presence to your advantage.
© 2016 DK New Media.
https://martech.zone/executive-presence-for-marketers/feed/ 0 79479 https://martech.zone/youtube-marketing/ https://martech.zone/youtube-marketing/#comments Wed, 22 Feb 2017 19:07:22 +0000
We hosted a regional meeting of podcasters at our office to discuss the proliferation of video in podcasting. It was an incredible discussion – from new technology, technological challenges, to real-time social video strategies. In none of the conversations was the question asked, should we be doing video? Rather, it was all about how we can execute video to accompany the podcasting efforts the most efficient way possible. As one podcaster, Chris Spangle, an audio and video content expert responded: YouTube is
© 2016 DK New Media.
We hosted a regional meeting of podcasters at our office to discuss the proliferation of video in podcasting. It was an incredible discussion – from new technology, technological challenges, to real-time social video strategies. In none of the conversations was the question asked, should we be doing video? Rather, it was all about how we can execute video to accompany the podcasting efforts the most efficient way possible.
As one podcaster, Chris Spangle, an audio and video content expert responded: YouTube is where the searches are. It continues to be the #2 most searched site aside from Google itself. Not everyone wishes to read a blog post or listen to a podcast – they want video.
YouTube is the world’s largest video-sharing community. With billions of users and new content uploaded every second, it’s an online entertainment powerhouse with 10 times the usership of Netflix, Amazon Prime, and Hulu combined. WebpageFX
YouTube boasts over one billion users, with over half of them logging in from a mobile device Tweet This! Over four billion videos are watched daily with the average user session clocked out at 40 minutes Tweet This!
YouTube also has live-streaming options and social tools, which its expanding as it works to keep in line with evolving consumer trends – while they also recently added the ability to target users based on their Google search behavior, another key benefit. Andrew Hutchinson
WebPageFX produced this infographic, Why YouTube Matters to Marketing, and provides nine strategies for ensuring your brand is well-represented on YouTube:
- Use your brand name in your channel name.
- Add keywords to your channel name.
- Use keyword-rich video titles.
- Add brand name to video titles.
- Consistently brand your videos with an intro or logo.
- Use your Audience Retention Report.
- Update your YouTube channel regularly.
- Produce videos between 31-60 seconds.
- Share your videos on your website.
Well-produced videos have branded intro footage, clear speaking, high-definition footage, a professional experience, clean transitions, how-to demonstrations, and a clear call-to-action.
© 2016 DK New Media.
https://martech.zone/youtube-marketing/feed/ 2 YouTube Marketing Statistics Infographic 8113 https://martech.zone/christian-painter-marketing-entertainers/ https://martech.zone/christian-painter-marketing-entertainers/#respond Wed, 22 Feb 2017 03:32:35 +0000
It’s not always about enterprise marketing efforts, expensive platforms and integrations, and optimizing your marketing operations… for most of our country, it’s small Mom & Pop businesses who are growing their businesses online and adjusting to the digital age. That was our focus for this latest interview! Christian Painter and his wife, Katalina, are the #1 Husband & Wife Comedy Mind Reading Act in the country. They have performed over 2000 shows in almost 15 years. They toured across the nation
© 2016 DK New Media.
It’s not always about enterprise marketing efforts, expensive platforms and integrations, and optimizing your marketing operations… for most of our country, it’s small Mom & Pop businesses who are growing their businesses online and adjusting to the digital age. That was our focus for this latest interview!
Christian Painter and his wife, Katalina, are the #1 Husband & Wife Comedy Mind Reading Act in the country. They have performed over 2000 shows in almost 15 years. They toured across the nation for 10 years performing for corporate events, colleges, theaters, cruise ships, and resorts. Their audiences range from 50-3000 people.
After working all over the world, Christian and Katalina have settled into a regional entertainment event at the Hilton in downtown Indianapolis. What is the impact of the web and social media on a local entertainer? Christian shares his lessons learned… and remember… he’s not a marketer, he’s an entertainer. You’ll find that he’s had to teach himself online marketing, analytics, and social media.
An Interview with Christian Painter
Perhaps the greatest lesson is that Christian learned was that he and his wife needed to come up with a budget and hire professionals. While he didn’t have tens of thousands of dollars, every dollar he did spend counted. Christian walks through the process they took and how they found the right resources and how it’s impacted his business.
We also discuss a couple of tactics for Christian to use with social media that won’t take a lot of time but will absolutely assist in his regional efforts – social media monitoring and connecting with influencers. We also discuss some of the tools, like Hootsuite and Buffer, which can reduce the time necessary to spend on social media.
We close out the conversation with some discussion of small business marketing and how to create the discipline to determine your marketing efforts as a percentage of your overall revenue as well as how to measure your marketing results.
If you’re in Indianapolis, be sure to check out Christian and Katalina’s amazing show:
© 2016 DK New Media.
https://martech.zone/christian-painter-marketing-entertainers/feed/ 0 79224 https://martech.zone/impact-digital-marketing-trends-credit-unions-financial-institutions/ https://martech.zone/impact-digital-marketing-trends-credit-unions-financial-institutions/#respond Tue, 21 Feb 2017 18:10:23 +0000
Colleague Mark Schaefer recently published a post, 10 Epic Shifts that are Re-Writing the Rules of Marketing, that is a must read. He asked marketers throughout the industry how marketing was shifting profoundly. One area that I see a lot of activity in is the ability to personalize the relationship with the prospect or customer. I stated: This data flow could mean “the death of mass media and rise of targeted, personalized marketing experiences through ABM and similar tools. We’ll see
© 2016 DK New Media.
Colleague Mark Schaefer recently published a post, 10 Epic Shifts that are Re-Writing the Rules of Marketing, that is a must read. He asked marketers throughout the industry how marketing was shifting profoundly. One area that I see a lot of activity in is the ability to personalize the relationship with the prospect or customer. I stated:
This data flow could mean “the death of mass media and rise of targeted, personalized marketing experiences through ABM and similar tools. We’ll see experience-based KPIs and experience analytics beyond simple sentiment and customer satisfaction.”
Everywhere you look in marketing, algorithms, automation, artificial intelligence, bots, and every other technology are all being applied to try and solve the same problem. Companies are utilizing technology to engage with their prospects and customers on a personal level, providing an exceptional experience. While we don’t have the resources to engage on a personal level with each person, technology is beginning to materialize that will make this capable.
MDG recently published this infographic for the Credit Union Industry, 5 Credit Union Marketing Trends for 2017. While the infographic is targeted towards credit unions, all companies should pay attention:
- Chat Will Evolve Into a Powerful Engagement Platform – For years, credit unions have thought of online chat as a nice-to-have offering. In 2017, that’s likely to change as consumers come to view chat functionality as a requirement. 24% of Millennials say they would not use a financial institution that does not offer an online chat feature Tweet This!
- Segmented Email Campaigns Will Deliver Impressive Results – Email has long been the digital marketing workhorse, and rightfully so. The tactic continues to deliver engagement at a relatively low cost for marketers across all verticals.Segmented email campaigns have 94% higher click rates and 15% higher open rates Tweet This!
- SEO Strategy Will Become Content Strategy – Remember when search engine optimization was all about hidden secrets and complex tactics? Those days are over. For your credit union to rank well in search results, it’s necessary to develop web offerings that people want to engage with and potentially share.
- Social Networks Will Become (Great) Advertising Networks – Social networks have steadily been evolving from free engagement sites for marketers to pay-to-play platforms. They’re now an essential part of any advertising spend. 74% of marketers say they are spending budget on social advertising Tweet This! and Global spend on social media ads is forecasted to increase by 26.3% in 2017 Tweet This!
- Events Will Be More Important Than Ever for Engagement – Holding/attending events may be the most old-school marketing tactic. However, that long history doesn’t make it any less effective. 67% of marketers say in-person events are still an effective marketing tactic Tweet This!
While we’re a digital agency here in Indianapolis, even we’re launching a series of regional events to assist our clients reach more influencers and potential buyers. Digital marketing offers amazing opportunities, but it should not be used as a substitute to the warmth and experience of an in-person event or meeting!
© 2016 DK New Media.
https://martech.zone/impact-digital-marketing-trends-credit-unions-financial-institutions/feed/ 0 Credit Union Marketing Trends 79333 https://martech.zone/create-content-for-customers/ https://martech.zone/create-content-for-customers/#respond Mon, 20 Feb 2017 17:52:34 +0000
These last few weeks, we’ve been analyzing all of our clients’ content to identify the content that’s driving the most awareness, engagement, and conversions. Every company that hopes to acquire leads or to grow their business online has to have content. With trust and authority being two keys to any purchase decision and content drives those decisions online. That said, it only requires a quick look at your analytics before you figure out that the majority of content isn’t attracting
© 2016 DK New Media.
These last few weeks, we’ve been analyzing all of our clients’ content to identify the content that’s driving the most awareness, engagement, and conversions. Every company that hopes to acquire leads or to grow their business online has to have content. With trust and authority being two keys to any purchase decision and content drives those decisions online.
That said, it only requires a quick look at your analytics before you figure out that the majority of content isn’t attracting anything. Given the cost of building out a site, optimizing that site, researching your market, and producing that content – it’s a shame that it’s often never actually read.
We’re focusing our strategies for our clients this year so that every piece of content isn’t a dramatic investment. A few ways we’re working to optimize our clients’ content:
- Aggregation – Over the years, some of our clients have accumulated a dozen articles all focused on a similar topic. We’re putting those posts into a comprehensive article that’s well-organized and easy for readers to digest. Then we’re redirecting all of the unused URLs to the complete article and publishing it as new with the best-ranking URL.
- Migration – Some of our clients are producing articles, podcasts, and videos – all separately. This is expensive and unnecessary. One of the programs we’ve built has our client in once a month to record a few podcasts. When we’re recording the podcasts, we’re also recording them on video. Then we’re utilizing the transcription of those interviews to feed our writers to develop the content. As content performance increases, we may even utilize infographics and whitepapers to expand on the response and then paid promotion to expand their reach.
- Enhancement – Many of the articles are well-written but are out of date or lack imagery. We’re working to enhance those articles, and we also publish them at the same URL as new articles. Why write an entirely new article for a given topic given the effort already applied?
Those are just three strategies that we’re using to develop content that performs better. Our colleague, Brian Downard, has identified some specific ways to create content that creates customers in his new infographic, 8 Ways To Create Content That Creates Customers:
- Create content for brand awareness AND for sales – Don’t just create content with the goal of attracting readers, create content that converts leads and sales too.
- Answer “pre-buying” questions with content – Create content around specific questions that you regularly get from your prospects and customers.
- Create more “evergreen” content and resources – Choose your topics wisely, so your content will not lose its value a few months after it was created.
- Amplify the RIGHT content with paid advertising – Promote brand awareness content and “retarget” those readers with your conversion-focused content.
- Create content people can physically own – Significantly increase the perceived value of your content by putting it into a downloadable PDF.
- Establish a “knowledge gap” people want to fill – Your content should provide value while still leaving a “cliffhanger” that makes people want to know more.
- Upgrade your design game with professional graphics – Most of us aren’t great designers. Instead, find and buy pre-made images and graphics for your content.
- Include a strong, smart call to action – Never leave your readers hanging, give them a clear action to take so they can take the next step.
© 2016 DK New Media.
https://martech.zone/create-content-for-customers/feed/ 0 Drive Conversions with Content 79085 https://martech.zone/graphic-design-terminology/ https://martech.zone/graphic-design-terminology/#respond Sun, 19 Feb 2017 13:39:21 +0000
I chuckled a little bit when I found this infographic because, as it turns out, I must be a graphic design noob. But, alas, it’s amazing finding out how much I don’t know about an industry I’ve been embedded deeply in for the last 25 years. In my defense, I only dabble and request graphics. Thankfully, our designers are far more knowledgeable about graphic design than I am. You need to know the difference between these commonly misunderstood words to
© 2016 DK New Media.
I chuckled a little bit when I found this infographic because, as it turns out, I must be a graphic design noob. But, alas, it’s amazing finding out how much I don’t know about an industry I’ve been embedded deeply in for the last 25 years. In my defense, I only dabble and request graphics. Thankfully, our designers are far more knowledgeable about graphic design than I am.
You need to know the difference between these commonly misunderstood words to graphic design terms because mind it, you aren’t simply a marketer and a designer, you are a writer as well. You ought to know your stuff! Aamina Suleman
Aamina and the team at ThinkDesign put together this great visual of the top 14 misunderstood or mistaken terms used by noob graphic designers.
Font versus Typeface
A typeface is not a font, but a font may belong to a family of typefaces.
Tracking versus Kerning
Tracking is the uniform space between a group of letters, kerning is the spacing between individual characters.
Gradient versus Gradient Mesh
A gradient is a gradual transition from one color to another across the surface of a shape. A gradient mesh is a tool that creates a mesh on a shape with multiple, editable points that allow for colors, shading, and dimensional effects.
Backdrop versus Background
Backdrop refers to a cloth or sheet hung behind an object, but background is anything that’s behind the focus object in an image or design.
EPS versus AI
EPS is encapsulated postscript, a file format that saves flattened vector graphics and doesn’t support transparency. AI is Adobe Illustrator format that contains layered vector or embedded raster objects that can be edited using Illustrator.
Tint versus Tone
Tint is produced by adding white to a pure color, increasing its lightness. Tone is the chroma of a color, produced when gray is added to the color.
Lettermark versus Wordmark
A lettermark is a logo designed with a distinct styling of the letters such as initials or abbreviations. A wordmark is a unique typographic treatment applied to the text in a corporate logo or brand mark.
Hue versus Color
Hue is the purest form of color, not a shade or tint. Hues are red, orange, yellow, green, blue and violet. Color is an all-encompassing word referring to a hue, shade, tint and tone. Any value of a hue refers to a color.
DPI versus PPI
DPI is the number of dots per printed page. PPI is the number of pixels per inch of a digital image.
White Space versus Negative Space
White space is the portion of a page left unmarked. It can be any color, not just white. Negative space is a deliberate design lacking any design element to produce a visual illusion.
Wireframe versus Prototype
A Wireframe is the blueprint of a design used for brainstorming layouts using sketches or a tool. Prototypes are accurate representation of the designs where you can interact with it before finalizing and producing the project.
Bitmap versus Vector
Bitmaps, or rasterized graphics, are an unresizable image made from a pixel grid. Common formats are GIF, JPG/JPEG, or PNG. Vector graphics are an editable design made from formulas where resizing produces no change in quality. Common formats are AI, EPS, PDF, and SVG.
Black & White versus Grayscale
B/W or B&W impges are made from pure black and white. Grayscale are images or artwork with a range of values from white to black in any tint or shade.
Cropping versus Crop Marks
Cropping removes the outer parts of an image that are unrequired. Crop marks are lines added on the corners of an image to help printers with cutting and framing.
Top 14 Misunderstood Terms Used by Noob Graphic Designers
If my explanation above wasn’t enough, here’s the infographic with examples:
© 2016 DK New Media.
https://martech.zone/graphic-design-terminology/feed/ 0 Graphic Design Terminology 78794 https://martech.zone/questions-to-ask-your-seo-consultant/ https://martech.zone/questions-to-ask-your-seo-consultant/#comments Sat, 18 Feb 2017 17:56:56 +0000
A client we’ve developed an annual infographic strategy for was in our office this week. Like many businesses, they had gone through the roller coaster of having a bad SEO consultant and now hired a new SEO consulting firm to assist them in fixing the damage. And there was damage. Central to the bad SEO’s strategy was backlinking on a plethora of risky sites. Now the client is contacting each of those sites to remove the links, or disavowing them
© 2016 DK New Media.
A client we’ve developed an annual infographic strategy for was in our office this week. Like many businesses, they had gone through the roller coaster of having a bad SEO consultant and now hired a new SEO consulting firm to assist them in fixing the damage.
And there was damage. Central to the bad SEO’s strategy was backlinking on a plethora of risky sites. Now the client is contacting each of those sites to remove the links, or disavowing them via Google Search Console. From a business standpoint, this is the worst of situations. The client had to pay both consultants and, in the meantime, lost rankings and the associated business. That lost revenue went to their competitors.
Why the SEO Industry Struggles
Google’s algorithms continue to increase in sophistication with their ability to targeted and personalize results based on device, location, and user behavior. Unfortunately, many SEO consultants and firms have invested heavily in processes from a few years ago that are no longer relevant. They built out staff, invested in tools, and educated themselves on strategies that are not only outdated but will put clients at risk if used today.
There’s a ton of hubris in the SEO industry. I find it hard to believe that a few consultants, or a favorite search forum, or even an entire agency have the ability to outsmart the billions of dollars that Google invests in constantly improving their algorithms.
There are only three keys to modern SEO
This article may upset some people in an industry we strive to lead in, but I don’t care. I’m tired of seeing clients have to pick up the pieces and spend the money they need to undo a poorly executed organic strategy. There are only three keys to every top notch SEO strategy:
- Stop Optimizing for Search Engines and Start Optimizing for Search Engine Users – If you are developing any strategy that doesn’t have a customer-first approach, you’re doing yourself harm. Search engines overwhelmingly want a great experience for search engine users. That doesn’t mean there are not some technical aspects of search to help communicate with search engines and get feedback from them… but the goal is always to improve the user experience, not game the search engine.
- Produce, Present, and Promote Remarkable Content – Gone are the days of the content production to feed Google’s insatiable appetite. Every company ramped up and accelerated the assembly line of crap content to try to engage in more keyword combinations. These companies ignored the competition and had ignored the behavior of their visitors at their peril. If you want to win at ranking, you’ve got to win at producing the best content on every topic, presenting it in a well-optimized medium, and promoting it to ensure it reaches the audience that will share it – ultimately growing its rank on search engines.
What Questions Should You Ask Your SEO Consultant?
With all this in mind, you have to be able to narrow down the questions you ask of your SEO consultant to ensure they’re qualified and working in your company’s best interest. Your search engine optimization consultant should be working to ensure you have an excellent infrastructure, understand your acquisition, nurturing, and retention strategy, and work with you throughout your omni-channel efforts to increase the effectiveness of optimizing for search engines.
- Will you document every effort you’re applying to our search efforts in detail – including the date, activity, tools, and goals of the effort? SEO consultants that do a great job love educating their clients on every effort. They know that the tools aren’t the key, it’s their knowledge of search engines that the client is paying for. A tool like Search Search Console is important – but the strategy deployed with the data is what’s critical. A transparent SEO consultant is a great SEO consultant, where you are fully engaged with the effort.
- How do you determine where our SEO efforts should be applied? This is a question that should raise a question. Your SEO consultant should be keenly interested in your business, your industry, your competition, and your differentiation. An SEO consultant that just goes and produces a list of keywords monitors their ranking, and has you pushing content on them without understanding your business is a scary one. We start every SEO engagement with understanding how we fit with the overall omni-channel strategy. We want to know every aspect of their business to ensure we’re developing a unique strategy that drives the results the company needs, not what we think they might need.
- Can you describe the technical side of your efforts and what you’re going to help us implement technologically? There are some baseline efforts necessary to present your content to search engines – including robots.txt, sitemaps, site hierarchy, redirects, HTML construction, accelerated mobile pages, rich snippets, etc. There are also huge factors like page speed, caching, and device responsiveness that will help – not just with search but with user interaction.
- How do you measure the success of your SEO efforts? If your SEO consultant states that organic traffic and keyword rankings are how they measure, you may have a problem. Your SEO consultant should measure your success by how much business you produce via organic traffic. Period. Having great ranking with no measurable increase in business results is all for naught. Of course, if your goal was ranking… you may want to rethink that yourself.
- Do you have a money-back guarantee? An SEO consultant can’t control every aspect of your overall inbound marketing strategy. An SEO consultant can do everything right, and you can still lag behind competitors that have greater assets, a larger audience, and better overall marketing. However, if you lose a significant volume of your organic search traffic and ranking because they pushed you into a terrible strategy, they should be willing to refund a portion of their efforts. And if they get you penalized by a search engine by their actions, they should be willing to refund your investment. You’re going to need it.
In short, you should be skeptical of any SEO consultant that doesn’t have your best interest at heart, doesn’t have an overall marketing aptitude, and isn’t transparent about the efforts their deploying. Your consultant should be educating you on a constant basis; you shouldn’t be wondering what they’re doing or why your organic results are changing when they do.
When in Doubt
We worked with a large company that had no less than ten different SEO consultants working with them. By the end of the engagement, there were just two of us. We both had advised against the majority of consultants who had the client gaming the system – and when the hammer fell (and it fell hard) – we were there to clean up the mess.
Your SEO consultant should welcome a second opinion from an industry peer. We’ve even done due diligence investigations for large companies to audit and identify whether or not their SEO consultants were deploying blackhat techniques. Unfortunately, in every engagement they were. If you’re suspicious, chances are you may be in trouble.
© 2016 DK New Media.
https://martech.zone/questions-to-ask-your-seo-consultant/feed/ 1 78641 https://martech.zone/social-media-vs-mass-media-trends/ https://martech.zone/social-media-vs-mass-media-trends/#respond Fri, 17 Feb 2017 01:08:35 +0000
This is a pretty telling infographic from Sprout Social that has some deeper consequences than marketers might be willing to accept. The infographic is called 6 Social Media Trends That Will Take Over 2017 and walks through each social media channel, how consumer behavior is changing, and the advancement of technologies like artificial intelligence. Combined with on-demand video, ad blocking technologies, and the growth of 1:1 channels like Snapchat and marketers need to reconsider their batch and blast advertising that’s
© 2016 DK New Media.
This is a pretty telling infographic from Sprout Social that has some deeper consequences than marketers might be willing to accept. The infographic is called 6 Social Media Trends That Will Take Over 2017 and walks through each social media channel, how consumer behavior is changing, and the advancement of technologies like artificial intelligence.
Combined with on-demand video, ad blocking technologies, and the growth of 1:1 channels like Snapchat and marketers need to reconsider their batch and blast advertising that’s getting engaged with each year. The buyer has the power now to find what they need, when they need it, where they need it, at a price they want it at. The narrowing options for companies point to investing in their customers’ experience and building relationships directly.
Even in business-to-business relationships, account-based marketing is driving results. While broad advertising isn’t dead, it’s targeted, personalized strategies that are beginning to drive the customer journey – not the ads plastered everywhere they’re not looking.
Social Media Trends 2017
- AI Lenses for Facebook and Instagram – Some semblance of predictive visual experiences may be on the short horizon for Facebook, but I’m not sure that the AI dogs will be unleashed at this point in our social media journey. I suspect the first use will be to match advertisements to visual tastes.
- More Customer Service Chatbots – while the need for personalized and 1:1 relationships are going to grow, thankfully there are technologies that will help reduce the resources necessary to achieve superior results. Chatbots can be used to provide detailed information in a conversational approach that doesn’t turn off consumers or businesses – all while increasing conversion rates and assisting visitors.
- Paid Content Continues to Reign – If there’s one thing marketers understand is that social media builds a bridge between your products and services and the consumers or businesses you want to get them in front of. As the social media platforms grow more sophisticated, you know that bridge is going to get more expensive!
- Priority on Business Features & Analytics – I’m not sure that features is accurate – I believe benefits, value, and experience are where social media are going to drive engagement, acquisition, retention, and increase the value of our relationships with our customers. Analytics is imperative for this – but I’d opt for a simple experience that engages than adding a plethora of features that are nonsensical.
- Move Away from Automation – I’m a bit of a skeptic on this as well. In 2017, marketers will need all the automation they can handle to achieve superior results with minimal resources. However, I will argue that it has to be sophisticated tools that listen, segment, personalize, and predict the next engagement online via social media.
- Social Shopping & Instant Purchases – Along with the ability to easily purchase, donate, or send gifts, leveraging user-generated content will be a growing trend. We’re going to share a post about Stackla soon that’s quite amazing, increasing the conversion rates sometimes 30% for some products.
There’s little doubt of the growth and sophistication social media will have in 2017. While businesses continue to struggle – only 34% of small businesses use social media to engage and converse with customers Tweet This!, almost a third of all consumers said a brand’s social presence was the biggest reason to try new products or services Tweet This!. And 57% of consumers are more likely to buy from a brand they follow Tweet This!
© 2016 DK New Media.
https://martech.zone/social-media-vs-mass-media-trends/feed/ 0 Social Media Trends 2017 78409 https://martech.zone/interview-adam-small-agent-sauce/ https://martech.zone/interview-adam-small-agent-sauce/#respond Thu, 16 Feb 2017 00:47:46 +0000
Adam Small is a good friend and we’ve partnered together on several projects. His expertise spans information technology, mobile messaging, mobile applications, customer relationship management, and email marketing. He and his wife, Kimberly, founded their real estate marketing platform – starting with simple text messaging and working through a full-featured platform for all a real estate agent or company’s marketing needs with Agent Sauce. In our interview, Adam shares the benefits and functionality that Agent Sauce provides real estate agents,
© 2016 DK New Media.
Adam Small is a good friend and we’ve partnered together on several projects. His expertise spans information technology, mobile messaging, mobile applications, customer relationship management, and email marketing. He and his wife, Kimberly, founded their real estate marketing platform – starting with simple text messaging and working through a full-featured platform for all a real estate agent or company’s marketing needs with Agent Sauce.
In our interview, Adam shares the benefits and functionality that Agent Sauce provides real estate agents, as well as best practices for building a successful real estate company.
Agent Sauce: Real Estate Marketing
The real estate marketing platform offers a ton of features:
- Real Estate CRM including a contact manager, integrated calendar with emails, birthdays, and action items, action item reminders for emails, calls, appointments and more, a listing manager, and lead capture and tracking.
- Real Estate Lead Generation – SMS and text messaging, toll-free call capture, virtual tours, listing syndication, social media marketing, and
- Real Estate Marketing Automation – monthly newsletter, drip campaigns, content library, social media marketing, and e-cards.
Press the sign up now button to enjoy one free month of Agent Sauce services. No Credit Card needed! Once you see how easy and effective our system is, you’ll have the opportunity to add your billing information later.
© 2016 DK New Media.
https://martech.zone/interview-adam-small-agent-sauce/feed/ 0 78034 https://martech.zone/website-design-trends/ https://martech.zone/website-design-trends/#comments Tue, 14 Feb 2017 18:56:58 +0000
Coastal Creative does a fantastic job keeping on top of creative design trends by putting out a great infographic each year. 2017 is looking like a solid year for design trends – I love all of them. And we’ve incorporated many of these for our clients and even our own agency site. For the third year in a row, we’ve released the newest version our popular design trends infographic for 2017. Although there are principles of design that are universal and timeless,
© 2016 DK New Media.
Coastal Creative does a fantastic job keeping on top of creative design trends by putting out a great infographic each year. 2017 is looking like a solid year for design trends – I love all of them. And we’ve incorporated many of these for our clients and even our own agency site.
For the third year in a row, we’ve released the newest version our popular design trends infographic for 2017. Although there are principles of design that are universal and timeless, inevitably there are also trends that change yearly as the practice evolves. Some of these trends may take hold and become part of the timeless principles, while others will fade away. Let’s take a look at what we saw in 2016 that we expect to continue to be popular, and what we can expect for 2017.
Website Design Trends for 2017
- Card Based Design – visual navigation is becoming much more prominent on sites for visitors to easily glance and find what they need.
- Large Bold Typography – big and bold typography on a contemporary design are popular.
- Throw-Back Colors – neon and bold primary colors are overtaking the flats and earthy tones that have been popular the last few years.
- Thin Icons – minimal, abstract icons with thin lines are growing in popularity over detailed icons.
- Neon Gradients – adding depth to logos and accents with strong neon colors is a great way to stand out.
- Retro-Pastels – lilacs, baby blues, and pinks with soft white colors combined with strong design lines.
- Bold Shapes – polygons, equilateral shapes, and geometric patterns add appeal.
- Originality – drawings and illustrations provide a unique experience.
One of my favorite illustrated sites that I’ve visited this year is Garden Party Botanical Hard Sodas. Once you put in you’re over 21, be prepared for an amazing experience.
© 2016 DK New Media.
https://martech.zone/website-design-trends/feed/ 1 Website Design Trends for 2017 41498 https://martech.zone/social-media-marketing-statistics/ https://martech.zone/social-media-marketing-statistics/#respond Tue, 14 Feb 2017 04:07:13 +0000
At some point many decades ago, we just began taking for granted that the average household had a radio, then a telephone, and finally a television. I believe we’re reached that saturation with social media… do we really need to quantify the impact or try to convince a business that social media is here to stay? Yeesh, I hope not. That doesn’t mean that it’s time for marketers to drop everything and bet it all on Snapchat, though. There are
© 2016 DK New Media.
At some point many decades ago, we just began taking for granted that the average household had a radio, then a telephone, and finally a television. I believe we’re reached that saturation with social media… do we really need to quantify the impact or try to convince a business that social media is here to stay? Yeesh, I hope not.
That doesn’t mean that it’s time for marketers to drop everything and bet it all on Snapchat, though. There are still traditional industries that use pen and paper, still companies that drive revenue with direct mail, still an ROI for many companies doing traditional media. In fact, traditional marketing is growing in its ability to segment and target members of the population. I digress… let’s get back to social media marketing. It’s big.
Are you considering using social media to promote your business in 2017? Need some facts and figures to help you form and execute your strategy? Wordstream shared some fantastic social media marketing stats in this recent post, and we gave it the infographic treatment below. Mark Walker-Ford, Founder and Managing Director of Red Website Design
Here are both intriguing and wacky facts and statistics about social media you’ll want to take a look at, according to Wordstream.
Social Media Demographic Statistics
- 75% of male internet users are on Facebook as well as 83% of female internet users Tweet This!
- 32% of teenagers consider Instagram to be the most important social network Tweet This!
- Female internet users are more likely to use Instagram than men, at 38% vs. 26% Tweet This!
- 29% of internet users with college degrees use Twitter, compared to 20% with high school degrees or less Tweet This!
- 81% of millennials check Twitter at least once per day Tweet This!
- Most Instagram users are between 18-29 years old, about six-in-ten online adults Tweet This!
- 22% of the world’s total population uses Facebook Tweet This!
- LinkedIn boasts more than 450 million user profiles Tweet This!
- On any given day, Snapchat reaches 41% of 18 to 34-year-olds in the US Tweet This!
- YouTube overall, and even YouTube on mobile alone, reaches more 18-34 and 18-49 year-olds than any cable network in the US Tweet This!
Social Media Usage Statistics
- Facebook continues to be the most widely used social media platform, with 79% of American internet users Tweet This! Based on total population, (not just internet users) 68% of U.S. adults are on Facebook.
- Instagram receives the silver medal with 32% of users Tweet This! Pinterest coming in a close third with 31%, and LinkedIn and Twitter at 29% and 24% respectively.
- 76% of Facebook users visited the site daily during 2016, with over 1.6 billion daily visitors, compared to 70% of daily usage Tweet This! in 2015.
- The average LinkedIn user spends 17 minutes on the site per month Tweet This!
- 51% of Instagram users access the platform daily, and 35% say they look at the platform several times per day Tweet This!
- Almost 80% of time spent on social media platforms happens on mobile Tweet This!
- Katy Perry has the most worldwide twitter followers, at 94.65 million Tweet This!
- Over 400 million snaps are shared on Snapchat per day, and almost 9,000 photos are shared every second Tweet This!
- Just 10 thousand YouTube videos have generated more than 1 billion views Tweet This!
- More than half of all YouTube views are on mobile devices Tweet This!
Social Media Business Statistics
- Instagram earns $595 million in mobile ad revenue per year, a rapidly increasing number Tweet This!
- Despite news of layoffs and executives leaving the company, Twitter’s revenue is up 8% YOY Tweet This!
- 59% of Americans with social media accounts think that customer service through social media has made it easier to get questions answered and issues resolved Tweet This!
- Over 50 million businesses use Facebook Business Pages Tweet This!
- 2 million business use to Facebook for advertising Tweet This!
- Facebook’s total revenue grew 56% in 2016, and advertising revenue grew 59% Tweet This!
- 93% of Pinterest users use the platform to plan or make purchases Tweet This!
- 39% of LinkedIn users pay for monthly premium accounts Tweet This!
- Pinterest drives 25% of all retail website referral traffic Tweet This!
- More than 56% of online adults use more than one social media platform Tweet This!
Social Media Content Statistics
- Tweets with images receive 18% more clicks than tweets without images Tweet This!
- 100 million food and 146 fashion boards exist on Pinterest Tweet This!
- On LinkedIn, 98% of posts with images receive more comments and posts with links have a 200% higher engagement rate Tweet This!
- There are about 81 million fake Facebook accounts and about 5% of twitter accounts are bogus Tweet This!
- 100 million hours of video content are watched on Facebook daily Tweet This!
- More than 1 million LinkedIn users have published long-form content, with 160,000 long-form posts being published weekly Tweet This! and over 19.7 million SlideShare presentations have been uploaded to the platform.
- 88% of businesses with more than 100 employees use twitter for marketing purposes Tweet This!
- The user-submitted YouTube video with the most views is Charlie bit my finger with over 845 million views Tweet This!
- Pizza is the most widely instagrammed food, directly ahead of steak and sushi Tweet This!
- Blogging continues to grow, with over 409 million people viewing more than 23.6 billion pages each month on WordPress alone Tweet This!
Check out this infographic from Red Website Design which compiles the pertinent statistics relating to social media marketing.
© 2016 DK New Media.
https://martech.zone/social-media-marketing-statistics/feed/ 0 Social Media Marketing Statistics for 2017 77689 https://martech.zone/google-search-console-wordpress/ https://martech.zone/google-search-console-wordpress/#comments Sun, 12 Feb 2017 16:57:54 +0000
Sometimes I scratch my head where exactly Google is going with its search console. While I do believe it’s an amazing service to detect malware on sites and prevent those sites from being listed in search results, I’m not so sure I want Google actually scanning sites looking for issues. Case in point was a premature alert that went out to me and, I’m guessing, tens of thousands of sites that stated they were running a version of WordPress that
© 2016 DK New Media.
Sometimes I scratch my head where exactly Google is going with its search console. While I do believe it’s an amazing service to detect malware on sites and prevent those sites from being listed in search results, I’m not so sure I want Google actually scanning sites looking for issues.
Case in point was a premature alert that went out to me and, I’m guessing, tens of thousands of sites that stated they were running a version of WordPress that was not secure. The problem? It was a false positive and the vast majority of the sites were actually running the latest version of WordPress. While I’m not privy to the methodology Google was using to validate the sites, it does appear that caching may have been an issue. Since cached pages are common throughout the Internet and with WordPress sites, it caused quite a stir.
The problem, of course, was that many of the recipients of those emails were clients who pay for advanced hosting and security, and also have an agency, like ours, working to ensure our clients are safe. When they receive an email like that, it tends to cause quite a disruption. Thankfully, Google immediately responded in their webmaster forums that they, indeed, had caused the issue.
Hello all — on behalf of the teams driving this effort, please accept our apologies for the confusion we’ve generated. We do know of cases where we’ve sent messages to owners of WordPress instances that have been upgraded to a more recent version since our last crawl — we did suspect that there would be a number of these cases before we kicked off the messaging effort. Juan Felipe Rincón, Google
The mea culpa was appreciated, but still, it seems a bit bizarre that Google would just launch something like this on their own. A few threads later in the conversation, the WordPress security product manager connected with the Google team and said they’d love to work together on this. I’m not sure why that didn’t happen first of all, but thank goodness it’s heading in that direction.
While I have no doubt Google has the resources to accomplish such work, I’m really not sure I appreciate where the company continues to tread. I love the fact that Google provides tools like Search Console, Analytics, Tag Manager, and others to help us improve how users are interacting with our sites. But when they actually step over the line – as in this case and with AMP, SSL, Mobile, and other initiatives, it seems like they’re stepping on our toes more and more.
Making recommendations is fine, and providing the tools to provide those recommendations is even better. But when Google begins warning or even penalizing sites that don’t behave the way Google wishes them to seems a bit overreaching for me.
© 2016 DK New Media.
https://martech.zone/google-search-console-wordpress/feed/ 3 77380