5 Ways to Get Better Log File Insights for Crawl Budget Optimization via @rachellcostello

5 Ways to Get Better Log File Insights for Crawl Budget Optimization via @rachellcostello

Crawl budget optimization is crucial for focusing the attention of search engine crawlers onto your website’s most important pages each time they visit. Some of the key benefits of improving crawl budget include: Reduced server/bandwidth costs. Increased crawl rate of valuable pages. Increased speed of discovery of new pages. Increased speed of updating changed pages in the index. Googlebot is well-equipped to be able to crawl through the majority of pages on smaller sites with each visit, so that explains why Googlers like John Mueller don’t want website owners to waste time worrying about sites that will be crawled just fine. IMO crawl-budget is over-rated. Most sites never need to […]

8 Things That Are Wrong with Google Search Today via @searchmastergen

8 Things That Are Wrong with Google Search Today via @searchmastergen

Regardless of what you do with your days and nights, you’d be hard-pressed to never have used Google at some point in your life. Chances are, as we’re off and running in the year 2020, you’re using the “free” internet database and information machine on a weekly basis – most likely daily – and for good reason. Google is an information powerhouse, serving up billions of searches a day and many-thousands of searched per second. It is second to none. Its “hundreds of billions of webpages” that have been crawled and make up its always-expanding Search index are proof of that. But for all its good, Google still gets plenty […]

7 Email Cadence Best Practices for Better Email Marketing Campaigns

7 Email Cadence Best Practices for Better Email Marketing Campaigns

By 2022, an estimated 330 billion emails will be sent and received each day — making it one of the largest digital communication channels. Emails can include everything from details about pressing, work-related crises to e-cards from your aunt on random holidays like Arbor Day. But email’s practical use extends beyond the personal — it can also be one of the most effective ways for businesses to convert leads into buyers. An email campaign is an effective strategy for turning a prospect’s interest into hard sales. These campaigns can be massive assets, but they shouldn’t be structured arbitrarily. In all likelihood, you can’t send single, catch-all email blasts to your […]

Paid Social Channels You’re Missing Out On

Paid Social Channels You’re Missing Out On

Facebook has solidified its place over the years as the leader of the paid social landscape. But as more brands are investing on Facebook (and Instagram), costs are continuing to rise as advertisers are competing for inventory. Add that to the data showing that time spent on Facebook is declining and brands should start to consider shifting media dollars to other social platforms. As the seasoned veteran in the space, no one questions Facebook’s ability to drive meaningful results for brands, especially for branding and direct response objectives. But as Snapchat, Pinterest, Twitter, and LinkedIn have continued to innovate, they are showing real promise as platforms for advertisers to look […]

Google: Use (relevant) keywords in your Google My Business description

Google: Use (relevant) keywords in your Google My Business description

A new “Describe your business(es)” section in the “Improve your local ranking on Google” page of the Google My Business (GMB) Help site encourages local business owners to include relevant keywords in their GMB descriptions. Think about how users search. The new section, first spotted by Stefan Somborac, founder of Marketing Metrology, advises businesses to include keywords customers would use to find their business within their listings. “Think about the words customers would type to find your business, and make sure that your listing actually includes those keywords within it,” the section reads. “For example, if someone who lives in Dublin, California is looking for a NY Pizza restaurant and […]

How HubSpot Uses Long-Form Video to Build a Brand

How HubSpot Uses Long-Form Video to Build a Brand

Nowadays, video is an undoubtedly powerful marketing tool — in fact, 85% of businesses use video for their marketing efforts, and 88% of video marketers report that video gives them a positive ROI. At HubSpot, our marketing team uses video for a variety of reasons: to engage with our audience on social platforms, to educate our audience on YouTube, and to inspire our audience with quarterly campaigns. These videos vary in length. Some are as short as 30 seconds, while others span 10-20 minutes. Which brings us to the question — is long-form or short-form video better for a brand? Of course, your video length largely depends on your content, […]

Is A Media Mix Right for Your Brand?

Is A Media Mix Right for Your Brand?

Undoubtedly, your marketing team uses a variety of mediums to execute your marketing messages on a daily basis. In fact, I’m willing to bet a typical campaign includes at least three. Those mediums — including social media, email, and paid advertising — are part of what’s called a business’s media mix, a process that can be helpful for businesses that need a little organization. They’re also especially helpful when planning out future campaigns. Additionally, making decisions such as timing and design are more informed when looking at previous campaign metrics.. A media mix looks at these numbers and how they contribute holistically to a campaign. Think about the last campaign […]

Attend Search Marketing Expo next week for FREE

Attend Search Marketing Expo next week for FREE

Generate leads, drive sales, and achieve your marketing goals with actionable tactics that work. Attend Search Marketing Expo February 19-20 (next week!) in San Jose. Join hundreds of search marketing professionals for an unrivaled training experience that will help you: Craft campaigns that boost awareness, traffic, and conversions. Attend expert-led search marketing sessions in three lanes: SEO, SEM/PPC, and digital commerce marketing (the art and science of selling products on Amazon, Instagram, Pinterest, Google Shopping, and other third-party platforms). Find tools that save you time and make you money. Train with and learn from market-leading solution providers including LongtailUX, Instapage, Bruce Clay Inc., Uberall, Page One Power, DigitalPR by Exults, […]

What You Need to Know About Creating a ‘Do Not Reply’ Email

What You Need to Know About Creating a ‘Do Not Reply’ Email

  During my summer break in 2009, I was sitting on my couch, watching Disney Channel, and eating a snack — chips and salsa to be exact. Well, chips and a one gallon Tupperware full of my aunt’s famous spicy salsa. While I’m watching TV, all of a sudden, I accidentally drop the entire gallon of cold salsa on my lap. That decision — the one to bring an entire gallon of salsa to the couch, instead of dishing out one serving, was a really bad idea. For a marketer, having a ‘do not reply’ email is just as bad of an idea. While you won’t spill an entire gallon […]