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Google Now is dead, long live ‘the feed’

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Google Now was initially a way to get contextually relevant information based on location, time of day and your calendar.It evolved to become much more sophisticated and elaborate, with a wide array of content categories delivered on cards.For a time it was being called “predictive search,” although that term has faded.Now was billed as a way to get information on your smartphone without actively searching for it.It was heralded by some as the future of mobile search.

The ‘feed experience’ improves
Today Google is officially killing the “Google Now” brand.It’s not getting rid of the functionality, however.That will remain and is being upgraded with an improved design and some new features, including reciprocal connections between search and your personalized content feed.Users will be able to follow content directly from mobile search results and have that surface on an ongoing basis in their feeds.A new “follow” button will appear in some contexts, as the image above illustrates.However, most content that appears in the feed will still be determined algorithmically, based on search history and engagement with other Google properties such as YouTube.There will also apparently be some content from locally trending topics.However,that trending content is not based on user contacts or social connections.At a briefing Tuesday in San Francisco, the Google Team, lead by Ben Gomes, was asked several times about how these changes compared to the Facebook News Feed.The answer was: this is about you and your interests, not topics your friends are engaged with.

Intensity of user interests to be reflected
The specific topics and cards that appear are also being calibrated to reflect the intensity of your interests.If you’re more interested in travel or hip-hop or bike racing than cooking or boxing or art, that will be reflected and emphasized in your feed accordingly.In other words, interest level will be captured.Perhaps most interesting, from a “search” perspective, is that every card will have a header that will be able to initiate a mobile search with a tap.That wasn’t possible with Google Now.Thus there’s a feedback loop of sorts: search results can be followed, feed content can be searched.It’s very much in Google’s interest to build products that keep the brand and some version of search in front of mobile users throughout the day.But Google is also trying to improve upon Now as a product,even as it gets rid of that name.

‘Vast majority’ of queries now mobile
Gomes said during the briefing that the “vast majority of our queries come from mobile.” Obviously, Google has very successfully transitioned to mobile, which wasn’t a foregone conclusion.Now it wants to give users more reasons to check in daily and new pathways into search.It’s not clear how widely Now was being used by the bulk of Google’s mobile audience.Beyond the mobile app experience, Google said that it would be bringing the feed to the desktop version of the Chrome in the near future, though it didn’t show that off.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Growth hacks: Optimizing Organic Market Share

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Welcome back to my eight-part series providing growth hacks to search marketers.Now let’s focus on organic.I’ll assume you’re already experienced with SEO best practices.But you might not know how tofine-tune your SEO efforts using competitive insights and keyword monitoring.You can achieve big gains in market share for your websites by monitoring keywords.

The few market share growth hacks below come from what I’ve learned from The Search Monitor (disclosure: my employer), which monitors millions of organic listings at the local and international level.

Hack #1:Improve page share
Page share means the number of listings where your URL is indexed out of the total listings that appear.This creates a list of keywords to prioritize.From this list, carve off the group of keywords where the impression volume is the highest and evaluate using your usual SEO best practices on how to improve your rank and number of listings on these keywords.To get a fast result, make sure that these keywords are part of your paid campaigns to boost rank instantly.This buys you time while you’re working on SEO.

Hack #2: Optimize for SERP sections
The organic SERP (search engine results page) has become a collage of different sections appearing dynamically based on keyword searches (often referred to as “blended results” or “Universal Search“).If your goal is to appear at the top of the page, but you are optimizing for a section that is below the fold for a particular keyword, then your goal is not achievable.Your objective should be to optimizeyour share for the sections that are most relevant for your business and that have the highest page rank.First, identify the page layouts for your target keywords.You can do this manually or by using a monitoring tool that breaks down the layout styles for you.Second, review your rank and position in the page sections that appear closest to the top.For example, if video results are important for your business, are you appearing there?Or, if the local/map section appears first for your target keywords, are you present there?Local listings are especially important for brick-and-mortar businesses.After you self-diagnose,prioritize a keyword list for which you’re absent from your desired section, or youappear below key competitors.Share this list with your SEO team to increase your site’s relevance for these sections.

Hack #3:Indexed content
Another hack to improve your organic presence is to study the type of content that is boosting your competition’s rankings.

Here’s the data you need for this exercise:
*Content listings that are indexed by Google.

*Keywords where each piece of content has ranking (to calculate impressions).

*Impressions for each piece of content (impressions = the total impressions or search volume for all keywords where the piece of content is ranking).

Sort your data by number of impressions.Then, review your competitor’s content with the greatest impressions or search volume to determine what you can adapt for yourself.

Hack #4: Organic reputation
This hack focuses on a crucial element of organic listings for many businesses: reviews and ratings. These appear as a star rating (out of five) and number of Google reviews in the local/map section or right-side info panel.If these apply to your business, it’s crucial to understand how your reviews and ratings appear, as well as how they compare to those of your competitors.You also need to learn how they change over time compared to your competitors.Gather the review and rating data that the engines display on your organic listings, then work to improve your scores by encouraging your satisfied users to submit ratings and reviews.

Hack #5: Local
It’s important to remember that your organic market share can — and often does — differ by the location of the searcher.My last hack for improving organic share is aimed at business with a local focus,whether it be brick and-mortar stores or just businesses who have different offerings by geography.Start by building a list of your priority geographies and learning the impressions, rank and overall market share for each location as compared to your competitors.Prioritize locations that are most important to your business and where you’re the weakest versus competitors.

Final thoughts
The few growth hacks presented here will help you appear more often, and higher up, in the desired sections of the organic SERP. They all start with knowing which competitors appear above you, where, how often and how they do it.Only then can you tweak your on-page and off-page SEO tactics, and reallocate resources, to increase your organic market share.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Winning Additional PPC Budget From Your Clients

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Clients come to us because they want more out of their paid search and social program; they want consistent volume, revenue and profit growth.To drive organic growth, account managers must “always be selling.” This article will discuss methods PPC account managers in any situation (agency, consultant, in-house) can use to persuade their stakeholders to invest more budget into their PPC accounts.

Method #1:Have a solid strategy
Having a solid strategy is the cornerstone of any PPC program.Without a coherent plan in place, it would be extremely difficult or nearly impossible to convince stakeholders that investing more budget in paid search is a wise idea.Stakeholders want to know why more budget should be invested, how the extra budget is going to be spent and what the expected results are going to be.Working under the guidance of a coherent, larger plan creates both trust and credibility, which is the first step to complete in any sales process.If clients don’t have trust in the plan —or worse,don’t trust that there is a plan — it will not be possible to create the necessary justifications to win any extra budget.

Method #2:Pitching new ideas
Presenting new ideas to clients is critical to winning more budget from them.Why is it important to
always be presenting new ideas?

*PPC is dynamic, and the landscape is changing all the time.A strategy or tactic that’s implemented today could be outdated in a few months, or it could simply stop working.New ideas prevent stagnation and keep your PPC program fresh.

*There are more pay-per-click platforms than ever available for marketers to utilize.Breaking into social advertising platforms such as Facebook, Pinterest or Twitter opens new possibilities for growth and expansion.

*Expansion leads to new budget over time.For an account to grow, it often needs more budget to properly test new ideas and initiatives.Always strive to bring new ideas to the table.Innovation is the key to account growth, and ultimately, to growing PPC spend.Successfully convincing clients to invest in new initiatives vs.routing budgets from existing ones provides more flexibility to test and iterate, which are key backbones of PPC success.

Method #3:Overcoming objections
In any selling situation, you must be prepared to overcome objections.Despite having a strong strategy in place and regularly presenting innovative new ideas to clients, there will come a time when clients say no.“No” should not treated as the final word but rather the beginning of a rolling dialogue that ultimately leads to winning more budget.Use those nos as an opportunity to strengthen your pitch and develop a stronger case for obtaining more budget.Overcoming objections is all about building credibility.Being fully prepared and confident in the information being presented can help reduce objections and lead you to secure more budget for your PPC initiatives.

Growing PPC accounts is all about selling clients on the notion that your approach is the best way forward and that more budget is required to execute the plan.You need to have a coherent strategy,a steady stream of new ideas and a compelling argument for why they should be implemented to expand your client’s PPC program.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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How AI is disrupting major industries

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Advances in artificial intelligence tend to provoke polarizing reactions for most people.One,adystopian anxiety where humans huddle in fear of their metallic overlords.Or two, a utopian futurist society where humans are freed from mundane labor and complex challenges are solved by machines.Wherever you fall on the AI anxiety spectrum, the fundamental truth is that we are entering a major transformative cycle across nearly every industry.While AI is currently dominated by increased media attention and business hype, the way consumers and brands interact is quietly poised to make a tectonic shift over the next two years through marketing solutions built with AI in their core DNA.

The proliferation of customer data volume via mobile devices, Internet of Things (IoT) technology like FitBits,beacons and smart appliances, and even open, public data sources have far outstripped human capability to process, generate insights and drive action.Meanwhile, today’s consumers increasingly expect highly contextual, fluid interactions with brands, which traditional marketing automation and personalization tools can’t provide at meaningful scale.The train may be driven by data, but marketers are currently tied to the railroad tracks.Although companies like Netflix, Google and Uber are often cited as the disruptive AI vanguard, traditional industries are increasingly adopting AI technology to help bridge the digital transformation gap and compete against industry outsiders threatening to grab market share.

Finance and the machine
The shift is already underway within banking.With banking services scrambling to meet the consumerdemand for personalized online and mobile interactions, bankers believe AI will play a key role in bridgingthat digital gap.Four in five bankers believe AI will “revolutionize” the way in which banks gather information, as well as how they interact with their clients, said the Accenture Banking Technology Vision 2017 report, which surveyed more than 600 top bankers and also consulted tech industry experts and academics.The report forecasts that AI will become the primary way banks interact with their customers within the next three years.While the concern is that artificialintelligence will take away the human component to banking, the truth is that emerging AI technologies —particularly on the marketing side — allow banks to simplify interactions and only deliver the most relevant experiences for customers.Conversely, it allows financial services marketing teams to move away from mundane data and campaign processes, in favor of spending more time on creativity and innovation.

Free-to-play gaming fuels AI growth
While gaming has leveraged varying levels of artificial intelligence since its inception to simulate human characteristics in non-player characters and drive good game play, the challenges associated with the free-to-play gaming model has brought AI marketing technologies to the forefront to improve the holistic player experience.Formerly, studios typically invested in producing big titles and gaming franchises that required an upfront purchase to play.In the traditional platform model, 90 percent of their revenue came from 28 percent of their users.Within this environment, leveraging in-game data to deliver personalized, real-time experiences to encourage playing time and decrease churn has become mission-critical, which has driven gaming companies to look to core AI solutions to continuously optimize the entire player experience.

AI prevents subscriber churn among mobile carriers
In the ultra-competitive and saturated telecommunications industry, major carriers are constantly stealing mobile subscribers from one another to bolster growth.Because of this, the primary players Sprint, Verizon, T-Mobile, and AT&T — are heavily investing in emerging AI solutions to help predict and prevent customers leaving for another carrier (called churn within the industry).Traditional offline predictive models are unable to provide an in-depth view at the velocity needed to actually prevent churn.Because of the pace of the industry, the sheer volume of data available and its position as a conduit for all mobile experiences, telecommunications is a leading candidate for the industry poised to see some of the greatest return on investment from AI technology.

Humans welcome
While the prevailing concern around automation focuses on job replacement, we’re actually seeing a surge in creativity and innovation as overloaded marketers and data scientists are freed from the manual labor of wrangling data and building complex targeting rules.Customers should expect a creative surge over the next two years from brands they interact with as the focus shifts from traditional marketing technology to core AI solutions.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Social Media Updates & Tips

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Here are some of the latest updates in social media along with those tips and tricks.

Whether you’re building a brand on social media, marketing a business event, or campaigning for a cause, you’re fighting everyone else for space — not just your immediate competitors.In today’s market, social media noise is a serious problem, hindering a company’s reach on the powerful marketing medium.

Whether you’re in pursuit of new customers or trying to win back old customers, you’re almost always operating in a competitive space.This means you can’t rely on the same tired ad copy to break through the noise and resonate with your target market.Facebook is rolling out support for AMP as part of its open source Instant Articles software development kit.The company’s new SDK will have an extension that allows publishers to create content in the Instant Articles, AMP, and Apple News format.Facebook’s SDK will work by building AMP and Apple News pages with the same markup used to build Instant Articles.In addition, it will include the unique customization options offered by each publishing format.

Do you feel like your Instagram strategy could use a refresh? Even if you’re happy with the results you’re seeing from your Instagram campaign, there’s always room for improvement.Instagram marketing ideas to spruce up your feed and create an Instagram marketing strategy that connects,converts, and builds your brand.These tips will help your Instagram feed look better,drive higher engagement, and grow your followers.

Snapchat added the ability to create custom stories limited to specific friends, or to direct contacts and their friends within a geofenced area.These new custom stories otherwise operate just like regular Snapchat Stories but will disappear entirely if no one within the group adds any updates for 24 hours.

Twitter introduced an updated privacy policy that has users worried about how their private information is being tracked, stored, and used.In the policy, the micro-blogging platform announced its plans to discontinue a privacy preference it previously honored, store your cookies for a longer period, and change how Twitter shares your private data.With the update, Twitter users will have access to more inclusive emoji options for gender and skin tones.Fittingly for Twitter, the update also includes some of the sassiest icons that exist: the raised eyebrow, the hand giggling emoji, and — my personalfavorite — the shush emoji.

Some Google and Bing searches show Quora’s answers in the first search position.Quora is always growing and gaining more authority.SEJ writer Will Robins explains why Quora is worth paying attention to, how you can use it to drive traffic to your site, build your authority on topics, and even get some SEO benefits.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Reasons to Make a Compelling Case for PPC

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PPC can have a major – and positive – impact on most businesses and brands.If you aren’t doing any PPC marketing, you’re likely losing out on valuable traffic and revenue.Need to make the case for PPC advertising?

Here are just seven powerful benefits of using PPC.

1.PPC Contributes to Business Goals
This is often the most compelling reason to use PPC advertising.PPC can help you achieve a vast number of business and marketing goals.These goals range from high-level brand exposure and thought leadership to a hot lead submission or e-commerce sale.Nearly any type of conversion goal can be tracked.PPC is a powerful tool for aligning website traffic drivers to end-goals.PPC can support many parts of the sales funnel and the path that your prospects take from awareness to becoming a customer.Regardless of the set of identified goals, PPC campaigns can be set up effectively.

2.PPC Is Measurable & Trackable
A major benefit of PPC advertising run through AdWords is that it’s easy to measure and track.Simply use the AdWords tool in combination with Google Analytics.There’s no mystery to your PPC performance.Stats are readily available and show how your campaigns are performing and what kind of traffic and results they are driving for your budget.In other advertising and marketing channels, the picture isn’t as clear for attribution of the budget to direct results.When you send your PPC traffic to dedicated landing pages and track it all the way to conversion using Google Analytics, you’re able to clearly see what you spent and what it drove in terms of your end goals.No billboard or magazine ad can attribute to sales like that.

3.Quick Entry
Even if you’re a decade behind your competitors on jumping into PPC marketing, you can get up and running quickly with a little bit of optimization.When compared to other channels like email and organic social, you have the advantage of targeting people outside of those who are already aware of your brand, and you aren’t limited to your existing followers or customer lists.PPC lets you quickly cast a wide net to find new prospects and customers.Plus, most of the work is done within the PPC advertising platform — from the research to campaign build out, to writing ads.You can get up and running quickly with minimal involvement of your development teams,aside from help setting up conversion tracking and any desired landing pages.

4.You’re in Control
While there are several nuances regarding default campaign settings, you ultimately have control over a wide range of options for how you reach potential customers.This starts with the keywords or placements you choose to target and how restrictive you want to be.You also have a lot of budget flexibility if you want to start small.You can can set your own ad budget and bids, and choose what you’re willing to spend (though you have to pay at least close to a market rate to play in most cases).If you’re seeing positive results, you can scale up immediately.And if you want to take a break, you can always pause and stopyour ad spend right away.This is hard to do with other ongoing marketing campaigns, giving you the advantage and budget flexibility to move quickly when necessary or desired.The good news is that you have the flexibility to make quick edits and to optimize while your ads are running, and to try new tests every day if you wish.There’s not a long cycle from edit to deployment that you see in other mediums, and if an ad stinks, you can pull it without having to let it finish out a contracted media cycle.

5.PPC Works Well With Other Marketing Channels
Content marketing has taken over the digital marketing world and content plans and calendars are the norm in most businesses now.With the investment in producing original and unique content to support the customer buying cycle and establish thought leadership positioning, AdWords is an engine that can drive visitors to content more quickly and improve the ROI on your content investment.PPC and SEO work well together as the impressions and opportunities for traffic are often to the same audience — the people using Google to find information, services, or products.The performance data of impressions, clicks, and conversions from AdWords can provide great insight and direction on a keyword-by-keyword basis for where to prioritize SEO efforts.On the flip side, organic traffic performance data and SEO strategy can also advise PPC if the data is available.All of this helps align with content marketing and ensures that efficiencies are gained and business end goals are not siloed.

6.Incredible Targeting Options
Many advertisers take a multi-layered approach in AdWords to test and ensure full coverage across the networks and targeting types that can gain brand exposure.This ranges from targeting keywords through text ads, to running ads through remarketing based on their past behaviors, or focusing on specific audience demographics on the display network.By testing and trying out a mix, you can ensure the full scope of AdWords is leveraged and that you’re getting as many impressions as possible while staying targeted to the personas in your prospective audience.

7.A Wealth of Marketing Data
While there’s a lot of data and performance information directly available in Google AdWords, the value of information gained goes beyond just PPC performance.Impression, click, and conversion data for each keyword can be used to advise SEO strategy and content marketing efforts.

Is Your Boss or Client Still on the Fence?
By looking at what the cost will be for media, management of the campaign, and any content that must be created, you can put that cost up against what you’re currently spending for similar management and development activities in organic search, email, social, and offline marketing channels.

PPC advertising has proven to be a reliable and profitable channel for tons of B2B, B2C, nonprofits, and other companies seeking quick, quality traffic and conversions.Considering all the benefits PPC offers, there’s little risk in testing it out to see where it can move the needle and to gain a wealth of valuable data you can use to inform you other marketing and optimization efforts.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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PPC Ad Extensions You Should Be Using

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Here are four PPC ad extensions you should be using today.

1.Structured Snippets
Structured Snippets are one of the easiest ad extensions to create because they have a predefined “header” for information and are not linking to the website.Each snippets extension has a “heading” such as:

*Degree programs
*Featured hotels
*Insurance coverage
*Service catalogs

After selecting the header, enter the values – such as “free WiFi” or “pool” for amenities.These extensions also tend to show frequently on both platforms.Both PPC platforms allow for scheduling of a start/end date and a custom schedule.

2.Affiliate Location Extensions
These AdWords extensions are really interesting because they allow companies who sell through retail outlets to promote nearby stores where their product can be purchased.In the past,manufacturers would be limited to serving a reference page or locator page listing their resellers.Now, the ad can be shown with affiliate location extensions, showing locations by address or map with the ability to click for directions from mobile.

3.Price Extensions
These are a great alternative for advertisers that don’t have product feeds and can benefit from showcasing products and services with price points.Price extensions are presented in the search results below the main ad text and can be useful in attracting greater attention to the ad as well as driving to deeper content on the advertiser’s website.These extensions can be added to the account, campaign, or ad group level.Adding to the ad group level is a great place for more detailed items to be tailored to a subgroup.For example: “vacations in Europe” vs “French vacations”.Google has created a way to bulkupload price extensions into the account should manual entry be too time-consuming.In the ad extensions tab, under the price extensions view, advertisers can download a spreadsheet template under the edit menu.

4.Call Extensions
Call extensions serve a phone number with the ads.These aren’t new, but are more important than ever as mobile has become the primary device for many searchers.Advertisers who have avoided call extensions in the past should take a second look.Besides connecting searchers directly with the business by phone call, using the PPC platform’s forwarding numbers will show some call information, call conversions, and valuable search data on how people are finding the phone number.A phone call can be counted as a conversion, defined by the number of seconds a caller is on the phone call.The number of seconds should be defined based on each business’ unique phone behavior for closing callers.

Final Thoughts
Ad extensions can be critical to rise above the competition in search results with more visibility and strategic messaging.It’s important to review ad extensions and audit them on a scheduled basis (try quarterly) to ensure you are learning about new opportunities available and revisiting old ones.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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The Silent Revolution of Search

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Conventional wisdom within ad tech is that search is boring.In the display ecosystem, life is exciting: in the last decade alone, thousands of niche companies have emerged, nearly as many have folded, and major new technologies have come and gone.In contrast, search seems dull: it’s still the best-performing and highestspending channel by far, but the makeup of the industry and the basic way in which ads get deliveredhaven’t changed much. The industry has missed one of the most powerful changes in the last decade of ad tech: the rise of people-based search.In the last year, with little fanfare, Google has launched two features that dramatically expand the power of search marketing: “Customer Match” and “In Store Conversions.”

Customer Match
Customer Match is a tool that allows marketers to use first-party data to optimize their bids and creatives for search campaigns.Now, for the “credit card” keyword, every bank can use its CRM data to decide whether it should bid for a particular searcher, how much it should bid, and whether it should show an ad for a “Platinum” or regular card.Searchers receive an ad that’s relevant to them, and click-through rates and conversion rates skyrocket as a result.People-based search is a powerful use case — and marketers seem to be flocking to it. For the last decade, as display targeting has radically improved, marketers have been forced to make a choice: run ads that are contextually relevant (like search), or run ads that are targeted to the right person (like display).Customer Match has eliminated the need for that choice.This has big implications for theretail, financial services, telco, travel, auto and entertainment verticals, where marketers have rich data in their CRMs and love the contextual relevance of search.

In-Store Conversions
The second feature that has silently revolutionized search is the introduction of closed-loop measurement.Through Google’s “In-Store Conversions” program, retailers can now close the loop to see if ads drive in-store purchases.If someone searches for “New TV,” clicks an ad and visits a store to buy the TV in person, marketers can now close the loop by tying search ads to loyalty card data.Forcompanies with a big offline presence, this allows much more direct measurement of the value of search ads.Between these two launches, search is dramatically more powerful than it was just a year ago.The results are compelling: early anecdotes show marketers more than doubling their return on ad spend for search by using these programs.


Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Effects of Social Media in Changing Our Lives

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Social media has brought about a paradigm shift in the way we live our lives.It is entirely due to the effects of social media that in today’s times many people lead more active social lives in the virtual world than probably even in the physical real world.We are becoming increasingly dependent on social media for almost every aspect of our life, personal and professional.There was a time when we had lost all touch with people who did not live within our geographical radius.But today, social media has made it possible to remain closely connected with friends and family even if they are living continents apart, so closely connected infact that we might even know what they have eaten for breakfast.

social media the biggest impact of social media on our lives can be generally classified into the following categories:

Ease of Personal Connections- One of the biggest influences of social media has been the ease of connecting with friends and family, whether far and near.It is entirely due to the advent of social media sites like Facebook,Twitter and the like that people have managed to connect with other people they know.Social media sites have facilitated interactions to such an extent that people do not find it odd to connect with the connections of their connections thus expanding their circle of connections.

Real Time updates- Social media is built on one of the most dynamic technologies that exist today making it possible to receive real time updates within a fraction of a second.Twitter spills out more than 150,000 tweets at during its peak time while Facebook has the capacity to upload more than 500,000 comments and 135,000 photos in a single minute.

Facilitating learning- Social media has also made it possible to build professional connections and facilitated learning to a great degree by enabling forums for professional discussions.Learning videos on social media platforms enable viewers to learn new tools and technologies free of cost and at their own pace.In fact one of the biggest contributions of social media has been the way it has promoted and facilitated the dissemination of learning to all sections of society, anyone with access to the internet can learn.

New Entertainment Genres- Another area which has been greatly influenced by social media, has been the way people entertain themselves, Gone are the days when people used to be glued to their television sets for lack of anything else to do at home.Now netizens happily spend hours going through photographs or videos posted by their connections on social media platforms, or following up with professionals on networks like LinkedIn or simply log on to Youtube to see what new videos are trending.

Marketing- Aligned to this is the way social media has changed the whole dynamics of marketing.The presence of a large section of user base on the net has made more and more organizations take the digital marketing route.Social media makes it possible to study consumer behavior more closely than ever before and to create more focused advertising tailored to specific group of users.Organizations are increasingly relying on online advertising rather than print or television advertising to generate sales.Word of mouth plays a big role in the social media world as people generally tend to follow the recommendations of their friends online, which is why a lot of marketing efforts these days are geared towards encouraging positive reviews from consumers.


Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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Logical Myths About Rankings That Can Destroy a Business

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I’m obviously a big fan of the tech side of SEO, I thought perhaps it was time to write something a bit more approachable.My head-scratching ended when I got an email from a potential client in the high tech sector, and within it was a simple and fairly logical assumption that can (and likely would) have dire consequences if not corrected.This led me to today’s article topic:three logical myths about rankings that can destroy a business.

Myth #1:All organic traffic is created equal
This premise has crossed my Inbox more times than I care to recollect.Here’s the core myth:If we double our organic traffic over the next year, we will double our sales.Now, this can be true — in fact, in some cases, doubling your organic traffic can more than double your sales.But one can’t approach SEOwith this idea as a core.Let’s take the prospective client, for example.They have site structure issues and a large documentation area and blog.The logic is that if you fix the site structure and internal link issues, you’ll start driving more traffic to the documentation and the blog, which is filled with great content.The problem, of course, is that this traffic is likely to be lower-converting traffic, so hitting the organic traffic targets can be done without hitting what really matters:conversions.To avoid myth one, the simple approach is to think about the various sections of your site, put a value on those different sections, and then create a formula to ensure that as you’re building out the strategy for the various sections of your site, you’re taking into account the value of that traffic.The lesson? Not all organic traffic is created equal, but there’s a simple way to figure out what the strategies you are deploying are likely to yield so you can adjust and focus according to your business goals, not arbitrary traffic goals.

Myth #2:It’s important to outrank your competitors
I can’t even count the number of times that I’ve been contacted by both clients and prospects with the statement,“Company XYZ is above me.We’re better than them, and we need to outrank them.”OK… let’s take a beat and wrap our heads around what’s really being said here.While the statement seems logical, what is actually being said is:Company XYZ is above me for the phrase I looked up.We’re better than them, and we need to divert all energies away from pursuing ROI goals and focus on one single vanity phrase.What we need to remember is that none of this is actually about ranking for a specific phrase.In fact, the goal of our efforts is not rankings at all, but rather revenue.I don’t know about you, but if there were higher revenue from ranking in position 21 than position 1, I’d be working hard to get all our clients to the top of page three.Let’s look, for example, at a phrase I was researching just yesterday, “best cpu 2017.”(Spoiler alert: I’m upgrading my machine.) Now, I immediately went to the #2 organic search result because it’s Tom’s Hardware,and I like the info (admittedly bypassing the featured snippet, which is also Tom’s,because I knew I wanted to read about the different options and applications).If Iwere Tom,I’d be looking more at ranking for new phrases and perhaps researching the types of phrases that are losing ground than I ever would about focusing energies at a single position jump against a competitor ranking for a fraction of the terms.

Myth #3:Keyword tools are accurate
Bringing people into reality is often a sad but necessary task.A lot of potential clients include with their initial emails the incredible search volumes for the phrases they’re thinking about.Let’s flash back a few paragraphs to the part where I mentioned using Moz’s Keyword Explorer as opposed to Google’s Keyword Planner. Why is the former more realistic? It’s because Keyword Planner is built for AdWords traffic and generally produces numbers far above the number of unique searchers that would reach a result via organic. The Moz tool takes this into account and algorithmically (though not perfectly) adjusts for that to give numbers closer to organic reality.Now let’s make the scenario even worse (read: realistic).You might rank #1 at some point for your phrase, but it’s going to be a process.Let’s be optimistic, however, and assume that a year from now you’re ranking #3 and hold that ranking for the following 365 days.Instead of dreaming that every single person who runs that search (all 50,000/mth) are going to get to your site, let’s assume some click-through rate averages.Here’s what a WordStream study found for traffic by organic position:

A lot of mistakes get made before campaigns even begin, and most of them start with a lack of understanding of how keywords and rankings function.No matter how successful the SEO campaign is in regard to the rankings attained, if the principles and data that the efforts were based on are incorrect or misunderstood, then the results can be as catastrophic as if the campaign had simply failed.Following one guiding principle is all it takes to really avoid the biggest issues:understand what you want, and understand a path to that.Wanting more traffic in itself is not a goal; wanting more conversions and revenue is.


Peter Zmijewski is the founder and CEO at KeywordSpy. His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

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