Search Results Analysis: The Latent Question via @martinibuster

Search Results Analysis: The Latent Question via @martinibuster

Google is increasingly ranking content based on relevance signals derived from algorithms designed to help them better understand search queries and webpages. We are in a post-keyword ranking era. Researching keywords still matter. But the way Google ranks websites, it’s largely not about matching words in a search query to words on a webpage. This article outlines a way to analyze the search results to understand why Google might be ranking a webpage and how to apply those lessons to content writing. Write About Topics? A common idea in SEO is to set aside writing about keywords and begin writing about topics. That approach makes sense. Until you stop and […]

Using the Apriori algorithm and BERT embeddings to visualize change in search console rankings

Using the Apriori algorithm and BERT embeddings to visualize change in search console rankings

One of the biggest challenges an SEO faces is one of focus. We live in a world of data with disparate tools that do various things well, and others, not so well. We have data coming out of our eyeballs, but how to refine large data to something meaningful. In this post, I mix new with old to create a tool that has value for something, we as SEOs, do all the time. Keyword grouping and change review. We will leverage a little known algorithm, called the Apriori Algorithm, along with BERT, to produce a useful workflow for understanding your organic visibility at thirty thousand feet. What is the Apriori […]

What the Most Viral Reddit Images Can Teach Marketers via @kristintynski

What the Most Viral Reddit Images Can Teach Marketers via @kristintynski

Virality is often the holy grail for content marketers seeking top-of-the-funnel awareness and general link building. Unfortunately, virality is incredibly difficult to predict. We’re often left to our intuitions about what we think “has a shot” and what doesn’t. Fortunately, new tools are enabling us to develop a deeper understanding of virality through bulk programmatic analysis. So I decided to explore image virality by using Google’s Vision API to find hidden trends in provably viral images on Reddit (images that hit the first two pages of r/pics in roughly the last two years). What Is Frequently Depicted in Viral Images on Reddit? 6,738 images came back from Google’s Vision API […]

How the Facebook & Instagram Divergence Impacts Your Media Spend via @SusanEDub

How the Facebook & Instagram Divergence Impacts Your Media Spend via @SusanEDub

ADVERTISEMENT Nowadays, a marketer will tell you the user demographics for Facebook and Instagram aren’t the same. Despite being managed within the same ad manager interface, the reality is that these two avenues are starting to have less in common. On the surface, it’s usually a tale of “Instagram skews younger.” That’s certainly true, but it’s interesting (and important!) to note that there are also vastly different goals for users on these platforms. These differences are key in how results play out in advertising on the platforms. In the past, Instagram was a placement box that was checked, and little further thought was given to it. The inventory was smaller, […]

Justice Department homing in on Google Ad Manager in antitrust probe

Justice Department homing in on Google Ad Manager in antitrust probe

The U.S. Justice Department (DOJ) is talking with multiple publishers and ad-tech companies as it scrutinizes Google’s third-party ad tools, as part of the DOJ’s antitrust investigation, the Wall Street Journal reported Wednesday. Companies the DOJ has reached out to include the New York Times, Gannett, Condé Nast, Oracle, Yelp and DuckDuckGo among several others. Focus on Ad Manager. The reported focus of the investigation is Google Ad Manager. Google Ad Manager is the combination of DoubleClick for Publishers and DoubleClick Ad Exchange, which were rebranded in 2018. Google acquired DoubleClick in 2007 for more than $3 billion. The core inquiry, according to the report, revolves around two related issues: […]

An Inside Look At HubSpot’s Enterprise Marketing Playbook

An Inside Look At HubSpot’s Enterprise Marketing Playbook

We debate a lot at HubSpot about how much of our marketing playbook to share with the world. That’s the tricky thing about marketing to marketers (and sales and service teams for that matter) — your instinct is to share everything, but if you do, you run the risk of losing your competitive edge. So, you keep your biggest wins, worst failures, and deepest insights under lock and key, safe from the prying eyes of your competitors. But in doing so, you also keep them hidden from your customers and the wider community. Start-ups tend to lead the way when it comes to sharing. They shine a light on their […]

Marketers: Is Your Ecosystem Ready for 2020?

Marketers: Is Your Ecosystem Ready for 2020?

At your company, you have multiple teams, dozens of tools, thousands of customer touchpoints, and new challenges every day. And through it all, your customers have much higher expectations than they did 10 years ago. Customer experience is now the main factor driving referrals, sales and lifetime value. Because of that, your customer needs to be at the center of your entire business. Regardless of where your customer interacts with you, they need to have a delightful experience. One tool can’t do it all for you. Keeping your marketing strategy customer-focused requires using more than software to build your business. You can integrate your software with apps and use service […]

12 Alternative PPC Books Every PPC Marketer Needs to Own via @lukedavisseo

12 Alternative PPC Books Every PPC Marketer Needs to Own via @lukedavisseo

You may have read some of the SEO books suggested by Brian Harnish a while back. But perhaps an overlooked area for books is PPC. After all, what more could you learn about paid media from a book when all the knowledge you need is online? The issue with that is your webpages can 404 without you knowing or you might forget to bookmark them. A book stays with you. But the downside is books can become outdated pretty quickly. And unless a revised edition is published, you’re stuck with pages of knowledge from the past. There’s also the problem that the majority of PPC-specific books are self-published. That’s why […]

Tripadvisor’s new ‘Review Hub’ lets restaurateurs manage reviews from multiple sources in one place

Tripadvisor’s new ‘Review Hub’ lets restaurateurs manage reviews from multiple sources in one place

Tripadvisor has launched “Review Hub,” a dashboard that allows restaurant owners to view and respond to customer reviews across Google, Facebook, Yelp, TheFork, its own site as well as other major review sites, the company announced Wednesday. Source: Tripadvisor. Why we care TripAdvisor’s new dashboard will make it easier for businesses to view and respond to reviews across multiple platforms. Responding to reviews has become a critical aspect of digital customer service and marketing. When it comes to local rankings, Google factors in the number, quality and ratings of reviews. Businesses that do a good job managing customer feedback are also likely prioritizing customer service and creating a cycle of […]

Best Blogging Niche – 7 That Will Make Money (Easily)

Best Blogging Niche – 7 That Will Make Money (Easily)

Are you thinking about starting a blog but not sure which topics or niche to choose? Choosing the right niche for your blog makes it easier to create engaging content and even make money online. In this article, we’ll explain how to easily choose the best blogging niche that will eventually help you start earning online. What is a Blog? A blog is a website that’s updated regularly with new pieces of content, which are normally written articles. These are called “posts” and appear in reverse chronological order, with the newest at the top of the list. To learn more, see our guide on the difference between a blog and […]