What should you do when someone clicks an unsubscribe link on your newsletter or marketing communications? Do you just let them unsubscribe without any further hullabaloo or do you grovel and set up other delaying tactics in the hope you'll keep them on your list?
If you are struggling with the decision of whether to implement RSS feeds or not, consider the following pros and cons for webmasters who use RSS feeds as part of their content and communication plan...
Last week, I started my conversation with Jim Lecinski, author of the new ebook from Google: ZMOT, Winning the Zero Moment of Truth. Yesterday, Fellow Search Insider Aaron Goldman gave us his take on ZMOT. Today, I’ll wrap up by exploring with Jim the challenge that the ZMOT presents to organizations and some of the tips for success he covers in the book.
If you want to get backlinks from other websites, your site must have link-worthy content. Other websites will only link to your site if there's something interesting on your web pages. There are several things that you can do to create linkworthy content.
Pay-per-click advertising, or PPC, can be a very effective way to advertise, whether you’re spending a little or a lot. It can get fast results, it’s very measurable, and you can start and stop advertising campaigns anytime. Plus, of course, you only pay for ads when people click on them.
A few columns back, I mentioned the new book from Google: ZMOT, Winning the Zero Moment of Truth. But, in true Google fashion, it isn’t really a book, at least, not in the traditional sense. It’s all digital, it’s free, and there’s even a multimedia app (a Vook) for the iPad.
You probably know the offers from companies who promise links from PR5-PR9 sites for a few dollars. This sounds like a very good offer and the websites look relatively credible. However, things that look too good to be true usually aren't true.
Your website does not have to be perfect to get high listings on Google. It just has to be better than the websites of your competitors. It's similar to this popular joke:
The online landscape is getting more complex. Speaking from a marketer's perspective, there are more points of influence that can alter a buyer's path. At the last Search Insider Summit, John Yi from Facebook introduced us to something he called Pinball Marketing. It's an apt analogy for the new online reality.
There’s little argument that mobile’s time has come. According to Google, mobile searches make up anywhere from 5 to 12% of the total query volume for many popular keywords. And for many categories (i.e. searches for local businesses) the percentage is much higher. That officially qualifies as “something to consider” in most marketing strategies. But for many marketers, the addition of mobile is a simple check box addition in planning your search campaign. In Google’s quest to make life simple for marketers, we’re missing some fundamental aspects of marketing to mobile prospects. Okay, we’re missing one fundamental aspect – it’s different. Really different.