Parse notes
A recent study found that 94% of links presented in SGE did not match the top 10 organic search results. On average, each SGE contained 10 links, but only 4 were unique. The study also revealed that 13% of the analyzed keywords failed to generate an SGE response. The findings underscore how traditional SEO tactics need to be revisited to face the changes brought by SGE.
The Chrome web browser disabled cookies for 1% of its users on Jan 4, 2024. If you’re one of the 30 million users in this initial test phase, the first thing you’ll see is a popup in Chrome. It describes Google’s new “Tracking Protection”. There’s also a little eyeball logo in the URL bar when tracking protection is on. Click on that eyeball if you want to allow a particular website to use cookies. Chrome will also disable tracking protection if it detects a website is having problems.
A landing page will convert poorly with underwhelming copy. To start, answer strategic questions about the target audience, the objective of the page, and the traffic source. Then, define where the page fits within the buying journey and select the main message of the page. Spend ample time on defining the positioning, tone of voice, and semantic keywords, and avoid generic language. Conduct research with a swipe file, then work carefully on your hero section.
Many B2Bs prioritize low-impact optimizations, such as bid adjustments and negative keywords. Instead, try these 3 high-impact tactics that don’t increase budget: redistribute campaign budget by increasing budget on campaigns with below-average cost per lead (CPL) and decreasing it on campaigns with above-average CPL, pause ad groups that are 25% above your average CPL starting with the highest spending campaigns, and pause any keywords that are 25% higher than the average CPL.
This article covers 18 marketing ideas from successful companies. It discusses techniques related to buzz generation, brand-building, acquisition, and retention. For acquisition, the ideas include reframing competition like Asana, offering concierge migration services as ConvertKit does, and launching mini-tools from features such as GitGuardian. For retention, tactics include introducing time-limited features like Thursday and gamifying onboarding experiences like TwilioQuest.
Forecasting pay-per-click costs and revenue is challenging due to the many variables and unforeseen factors. To achieve reasonably accurate forecasting, it’s best to start with historical ad spend and revenue metrics. From there, use Google’s Keyword Planner and Forecast tools to predict future keyword volume and costs. It’s also helpful to prepare both a “mild” and “aggressive” forecast to help others understand the potential revenue from higher spend.
Creating good content that resonates with your audience is difficult, but an active community is a great source of fresh ideas. Rather than relying on keyword research, listen carefully to community members' conversations and questions and create content around it, actively facilitate user-generated content from your community, and invite contributions, such as community members’ own stories and advice.
Treating marketing as an investment instead of a cost benefits businesses by promoting smarter resource allocation, data-driven decision-making, and a focus on long-term growth. Content marketing can be compared to stock investing in the sense that both can bring long-term returns when done right. This article uses examples from Salesforce, NerdWallet, and Hootsuite to illustrate how an investing mindset for content creation can create long-term growth and market dominance.
This article delves into the profound impact of holistic content experiences using a Van Cleef & Arpels' ad as an example. To craft impactful content, the brand evoked specific feelings and emotions through various elements like visual appeal, language, and subtle marketing. 3 main steps are outlined to achieve similar results: start by defining what feeling you want to evoke, test, and optimize for the selected emotional response, and expand the right experience across channels.
Notion has become a buzzing hub where creators build and sell functional templates that make the day-to-day operations of millions of users smoother.
YouTube TV continues to get new subscribers and maintains its position as the largest ‘cord-cutter’. Meanwhile, traditional cable continues to bleed subscribers.
A list of must-see keynotes, featured speakers, and companies that’ll be at CES 2024 on Jan 9 - 12, 2024 in Las Vegas.