YouTube Shopping Ads, Bing Link Penalties, Influencer Endorsements & More News [PODCAST] via @shepzirnheld

YouTube Shopping Ads, Bing Link Penalties, Influencer Endorsements & More News [PODCAST] via @shepzirnheld

ADVERTISEMENT Catch up on this week’s episode of Marketing O’Clock, part of the Search Engine Journal Podcast Network. Greg Finn and Christine “Shep” Zirnheld are covering the digital marketing news you’ve been talking about all week and the stories you may have missed. YouTube Placement for Shopping Ads Joy to the world! A new shopping ad placement has been gifted to advertisers just in time for the holiday season. Shep tells you how to ensure your ads are eligible to show in YouTube search and home feeds. Bing Announces New Spam Penalties Greg tells us what types of sites will be affected by the changes, breaking it down in layman’s […]

25 Social Media Campaign Ideas to Try in 2019

25 Social Media Campaign Ideas to Try in 2019

The summer before my sophomore year in college, I was scrolling through Facebook when I saw my friend dump a bucket of ice water on herself. When I read the status update, I realized she was doing the Ice Bucket Challenge in an effort to promote awareness for amyotrophic lateral sclerosis (ALS) disease. This was in 2014 when the Ice Bucket Challenge went viral and raised $220 million worldwide. That’s what a successful social media campaign looks like. As a marketer, paying attention to these social media campaigns is important, especially since 45% of the world population is active on social media. Although every social media campaign can’t reach the […]

How to recognize a lost cause in SEO projects and request for proposals (RFPs)

How to recognize a lost cause in SEO projects and request for proposals (RFPs)

Like many of my search colleagues, I genuinely enjoy seeing my search engine optimization (SEO) projects succeed. I like seeing client sites in Position Zero. I like seeing client listings in the People Also Ask section of a search engine results page (SERP). I especially like seeing top search listings with rich snippets − such as recipes – because I know how technically challenging they can be. Even a second-page listing pleases me. People often feel that not being on the first page of search results is a bad thing. I don’t. Reason? I’ve seen plenty of sites get great conversions with listings on the second page of search results. […]

SEO Keyword Research: 13 of the Biggest Mistakes You MUST Avoid via @Carolyn_Lyden

SEO Keyword Research: 13 of the Biggest Mistakes You MUST Avoid via @Carolyn_Lyden

Keyword research is an integral part of any SEO marketer’s job. But according to a study compiled a few years back, few people actually love keyword research. Keyword research was ranked as one of the top three most difficult tasks by SEO professionals (behind link building and content creation). That might be because 66% of us perform our keyword research in-house as opposed to finding a specialist or outsourcing it. Keyword research can also be a daunting task – as almost 44% of us only do it when we have to. It makes sense. When you do your keyword research sparsely, it can feel like a huge project, and there […]

How to Use Paid Search Insights to Optimize Other Marketing Channels via @cchaitanya

How to Use Paid Search Insights to Optimize Other Marketing Channels via @cchaitanya

In this day and age, when data and analytics have an increasing influence over organizational decision-making, there’s no excuse for being in the dark on who your target audience is and what exactly they want. The growth of technology over the last decade has empowered marketers to collect and leverage massive amounts of data across the varying stages of their buying cycle. The times of blanket mass broadcasting have long disappeared. Sophisticated tools are now paving the way for marketers to reach wide audiences with pinpoint precision. You no longer have to guess the demographics of your audience. Instead, you can build accurate and relevant strategies just by following the […]

Dealing with Men’s Health Issues: My Story via @rehor

Dealing with Men’s Health Issues: My Story via @rehor

ADVERTISEMENT There’s a stereotype about us men that we don’t like to talk about our health challenges. That really needs to change. There are a few among our digital marketing friends who have set a great example by sharing their own stories. I want to follow their lead by sharing a bit about something I struggled with in the past. About five years ago, I was soaring to new heights in my career. I’d started with a great team at my first agency SEO job after having been in-house for 12 years. I moved to Austin, Texas, and was employee #1 at the agency’s office there. I had also started […]

HTTP 304 Not Modified, Explained in 500 Words or Less

HTTP 304 Not Modified, Explained in 500 Words or Less

The other night I was searching “Best Pasta Dish Recipes” on Google. I clicked the first link and was stopped by the dreaded error code. I’m willing to bet something similar has happened to you, at one point or another. When that happens, it’s not just my brain experiencing technical difficulties. These error codes are HTTP status codes. If you receive an error code, something went wrong when your browser requested the information from a web server. An HTTP status code is sent every time you go to a new web page. However, you’ll only see them if something isn’t right. For marketers, it’s important to discover and fix these […]

What Is BERT? – Whiteboard Friday

What Is BERT? – Whiteboard Friday

There’s a lot of hype and misinformation about the new Google algorithm update. What actually is BERT, how does it work, and why does it matter to our work as SEOs? Join our own machine learning and natural language processing expert Britney Muller as she breaks down exactly what BERT is and what it means for the search industry.   Click on the whiteboard image above to open a high-resolution version in a new tab! Video Transcription Hey, Moz fans. Welcome to another edition of Whiteboard Friday. Today we are talking about all things BERT and I’m super excited to attempt to really break this down for everyone. I don’t claim to […]

What in the Name of Marketing Is Reverse Positioning?

What in the Name of Marketing Is Reverse Positioning?

In 2011, Patagonia released an ad on Black Friday advising consumers not to buy their jackets. In 2015, Dove released a campaign that celebrated women, rather than showcasing their deodorant or body wash. The tactic used in these campaigns is called “reverse positioning.” It’s a unique marketing strategy that emulates this quote coined by marketing cartoonist Tom Fishburne: “The best marketing doesn’t feel like marketing.” So, what goes into reverse marketing, and why does it work? Also called breakaway positioning, this marketing strategy uses techniques such as informing consumers about the different features of products, how they were made or function, or even their appearance. This builds consumer trust and […]