By Marc Purtell | @MarcPurtell | Director, SEO
MediaWhiz’s SEO experts share their wisdom in a new white paper, “Leveraging SEO’s Brand-Building Powers.”
SEO is no longer just about driving traffic; it’s about building a brand.
When marketers consider branding, search engine optimization typically doesn’t come to mind. SEO has long been used as a vehicle for driving highly qualified visitors to brands’ websites. But SEO is no longer just about driving traffic; it’s about building a brand.
There is often a power struggle within organizations as to how advertising dollars should be spent on branding versus SEO. Rather than fighting that tug of war for SEO budget, marketers can position SEO as part of their overall branding effort rather than a silo marketing channel.
Marketers’ requests for investment in SEO are made easier when they make the case for SEO’s brand- and online reputation-enhancing qualities. With that in mind, MediaWhiz has written a new guide for marketers to use to tap into SEO’s inherent brand-building powers.
The guide represents a new and innovative way of thinking about how brands and marketers can best use SEO strategies and tactics to enhance their brand’s reputation, public image and search engine rankings.
Learn why brand authority trumps paid search. Explore how to use SEO tactics to improve your brand’s online and offline reputation. Round out your SEO knowledge with best practices for leveraging SEO’s brand-building powers. All that and more can be found in MediaWhiz’s new white paper, “Leveraging SEO’s Brand-Building Powers.”
By Peter Klein | SVP, Media Services
Performance marketers are held to the highest standard of accountability possible – return on investment (ROI). We live and die by key metrics that make our clients successful.
If we must be held accountable for every facet of our campaigns, shouldn’t the President of the United States be held to the same accountability standards?
No matter who wins, performance-style metrics should factor into measuring the President’s success.
As I outline in a new white paper, “The CMO’s Guide to Affiliate Marketing,” there is a five-step process for performance marketing success. It’s a process that will benefit not only the next President of the United States (if he were inclined to engage a performance marketing campaign) but every CMO who is seeking an edge in the era of accountability of online marketing.
Let’s review each of the five steps as they relate to the work of CMOs and Presidential candidates.
Step 1: Define the Goal. For a CMO, this means defining the desired outcome of a campaign, be it a lead or a sale that generates a specific volume of consumers; specifically, which audience to target. For a Presidential candidate, this means the campaign or platform that he stands for, the audience he wishes to target and the overall deliverables to which he will be held accountable by the American people.
Step 2: Choose the Network. CMOs need to conduct due diligence before engaging an affiliate network. This is accomplished by comparing specific areas of performance, including an affiliate network’s tenure, financials, industry/vertical expertise, etc. A Presidential candidate’s most important network, of course, is his cadre of advisers, including his Vice Presidential running mate, all of whom will help him or her represent the views and values of their campaign and political party. (more…)
By Keith Trivitt | @KeithTrivitt | Director, Marketing and Communications
MediaWhiz’s performance marketing experts share their wisdom in a new white paper, “The CMO’s Guide to Affiliate Marketing.”
CMOs can no longer ignore affiliate marketing’s customer-acquisition benefits.
Long dismissed as a niche form of online marketing, performance marketing has become a powerful force in the digital media ecosystem. According to the Interactive Advertising Bureau performance marketing generated $21 billion in online advertising revenues in 2011. Affiliate marketing comprised the largest share of revenue growth for this marketing channel.
For CMOs, performance marketing is no longer a marketing strategy that can be ignored or delegated to junior-level marketing managers. It is now a driving force behind many brands’ online growth and customer-acquisition efforts. It requires CMOs’ devout attention to properly utilize and scale in order to realize long-term customer-acquisition value.
With that in mind, MediaWhiz has written a new guide for marketers, helping them understand the brand-building and customer-acquisition value of affiliate marketing. The guide provides a how-to resource for senior marketers and CMOs who are looking to take their online marketing campaigns to the next level through affiliate marketing.
MediaWhiz’s guide to affiliate marketing provides practical advice on how CMOs can activate an affiliate marketing program for their brand. It’s a how-to resource for senior marketers who are seeking authentic and measurable ROI from their online marketing campaigns. (more…)
By Adam Riff | @AdamRiff | SVP, Digital Strategy
Editor’s note: The following is an excerpt of an op-ed that was originally published in Search Engine Land.
There is little doubt that mobile search is the hot topic in the SEO world at the moment. Some brands are now finding that more than 30 percent of all searches come from mobile devices,according to Mobile Marketer. It’s fair to say that mobile search is quickly moving out of the Stone Age and into the digital age.
That’s the premise of a new insight paper, Mobile SEO Best Practices, published recently by my company, MediaWhiz (disclosure: I lead MediaWhiz’s search marketing and digital strategy divisions). In addition to a list of our top-10 tips for effective mobile SEO, the paper offers marketers a step-by-step guide to delivering effective mobile search campaigns.
The tips range from the simple (e.g., understanding the differences in how people search on mobile devices compared to their searches on desktops) to the complex, such as best practices to ensure a site’s mobile content can be properly viewed and crawled by search engines.
Below are my top-10 tips for effective mobile SEO. What are yours? Share your tips in the comments section.
1. Be A Search Psychologist
Searchers using mobile devices enter keyword queries differently than they do with desktop applications. They use shorter tail phrases.
Often, their searches are more local in nature and more prone to rely on Google’s Autocomplete feature complete a query. When optimizing meta title and descriptions, it is important to optimize for these shorter tail queries.
2. Think Social-first, Mobile-second
Mobile users tend to want to be “entertained,” and in many instances, they are connected 24/7 to their social media networks via apps. Content displayed for mobile users should be “entertaining.” When developing online content, think social-first, mobile-second.
Mobile sites should have social media links embedded on every page, as many smartphone users are connected to their social networks 24/7. Doing so will increase exposure, traffic and engagement by ensuring content is easily shared across social networks.
The examples below from Macy’s and Tiffany’s show how a social-first, mobile-second mindset with site design leads to more visually appealing mobile sites.
Read the full op-ed in Search Engine Land.
By Keith Trivitt | @KeithTrivitt | Director, Marketing and Communications
Mobile SEO isn’t your grandfather’s SEO.
Mobile SEO is one of the fastest-growing sectors of digital marketing.
Mobile SEO is hot. It is one of the fastest-growing sectors in digital media and marketing. It is also a huge growth opportunity for brands and marketers — if they know how to properly optimize their mobile campaigns. Mobile SEO best practices are no longer a nice-to-have; they are essential to any effective digital marketing campaign.
The steep rise of consumers accessing the Web and performing searches on their mobile devices has generated a significant demand on mobile-device-friendly Web content. Search engines are indexing this mobile content and deciding when it is most appropriate to serve it to consumers, depending on the device they are using. At this time, Google and Bing have had conflicting recommendations for Web developers with respect to how their search engines index and serve up this influx of mobile-friendly content.
While the debate continues for search engines, MediaWhiz believes that best practices will evolve and, eventually, an industry-wide standard will form.
It’s with this in mind that MediaWhiz is proud to release its new insights paper, “Mobile SEO Best Practices.” This informative paper was unveiled this week in the Search Engine Land newsletter. It presents our point of view on the best practices for digital and mobile marketers, helping them ensure their mobile marketing campaigns are SEO-effective.
This insight paper will help marketers:
- Develop successful mobile-search campaigns
- Create mobile-friendly Web pages and content that attracts consumers’ attention
- Understand new technologies that help brands rank first in mobile searches
The mobile marketing space is fragmented. Cut through the clutter with insight from integrated digital media agency MediaWhiz. Let us know how we can help you solve your mobile search and SEO needs. Contact our sales team for a consultation.
Download Now >
MediaWhiz’s search marketing experts share their wisdom in a new white paper
The search marketing landscape has changed dramatically in recent years. Gone are the days of a walled garden between a company’s organic and paid search programs and the rest of its online marketing strategy. Now, there is a recognition by marketers that search, like any form of marketing, must be engaged in a holistic, interconnected manner. It must create measurable results that tie into the whole of a company’s marketing campaign, rather than being off in its own universe.
With that in mind, MediaWhiz has collected the best of its insight and perspective on search marketing for a new, informative white paper, which we unveiled this week in the eMarketer newsletter. It presents 10 new ideas for enhancing your brand’s search strategy. Each comes from MediaWhiz’s stable of search marketing experts. Each represents a new way of thinking about online search and an innovative way to grow your business.
Learn five trends for navigating the modern search landscape. Explore how your brand can convert online traffic into franchise foot traffic. Discover how to incorporate Quality Score into your brand’s search campaign. All that and more can be found in MediaWhiz’s new white paper, “10 New Ideas for Enhancing Your Brand’s Search Strategy.”
Download your copy today.
Because with the marketer’s world showing no signs of getting any easier, we could all use a little advice from the experts. (more…)