As more marketing dollars shift from offline efforts to online, the need for skilled search marketers is increasing. And as the demand for Internet marketers rises, the job responsibilities will continue to evolve. While in the past high rankings and a strong PPC impression share might have been enough to deem a search marketing campaign successful, as online becomes a larger share of a companyâs market, traditional methods are no longer good enough. According to a recent survey conducted by SurveyMonkey on the ridesharing industry, Uber, the ride-hailing company everyone loves, has the highest brand awareness when compared to any of its ridesharing competitors. And according to the results, this translates into lots of customers and high conversions. Itâs safe to say that Uberâs marketing team is doing a enviable job at scaling awareness of their product all over the world, and they truly seem unstoppable. However, there is one marketing channel that has some potential for improvement: search. As anyone that who regularly follows the news knows, Uber has faced some pretty significant legal challenges, including a couple of drivers who have allegedly committed violent crimes against customers. Uber, understandably, may not want to address some of these concerns in their search snippets. But unanswered negative perceptions about their company could be costing them clicks; especially when some of the negative news is right on the search page.
As a young marketer navigating the digital landscape, I love frameworks. Not only do they help me plan and prioritize, but they help me visualize how everything Iâm working on fits together. No, I wonât be talking about (and Iâm looking at you, classically trained marketers) the 4Ps, Porterâs 5 forces, or SWOT analyses. Sure, those frameworks have their place, but they donât provide much direction for startups looking to focus their energy on growth. Plus, theyâre getting pretty old. The frameworks below were developed by modern marketing gurus. Together, theyâll help you make a growth strategy, select traction channels, and influence your customersâ behavior.
Hanapin Marketing and Semrush have teamed up to create The Complete PPC Analytics Toolkit! This free download contains three Excel spreadsheets, three whitepapers and two webinar recordings, all designed to help optimize your PPC accounts. Use these tools and resources to extract high value data and build more efficient campaigns.
With Google coming out with its new international targeting feature, Iâve seen more poorly implemented Hreflang annotations than good ones. These 5 easy steps will help you avoid mishaps and implement Hreflang tags correctly across your multilingual website.
Itâs time to talk about Universal Analytics in detail. Since it was released out of beta on April 2 â with a whole bunch of features available in classic Google Analytics â most GA fans have been trying to migrate to Universal Analytics and take advantage of all of its innovations. Just as with all innovations, these require some time, attention and experimentation to get used to. And while all relevant blogrolls are brimming with content-rich articles on how to implement UA into your projects, what I would need most, personally, is a laconic visualized algorithm of implementation. This could be a starting point for any further research on this new environment. So letâs start our guide with one of these algorithms and some explanations. An important factor that often makes people worry about migrating to Universal Analytics, with its analytics.js, is event tracking. So, whatâs changed?
Google has a global goal to secure the web. While a noble goal, it requires website owners to become more tech-savvy and invest more in securing their websites. Secure search means Google will give more ranking authority to content and ecommerce websites that have an SSL/TLS certificate. The easy barrier of entry to websites development for entrepreneurs and local small businesses might become more technically challenging and more expensive; thus, the importance of having a detailed SEO tutorial.
