Predictive analytics is the method of using historical and recent data to forecast future events, trends, and behaviors. In the context of marketing, predictive analytics involves the application of statistical analysis, machine learning algorithms, and analytical queries to structured and unstructured data sets in order to create predictive models. These models make marketing planning easier…
Google recently announced that longer snippets in search results, or meta descriptions, were going to be displayed. What does this change mean? And might this impact your SEO strategy? The Importance of the Meta Description The meta description describes the content that is featured on a webpage. Best practice is to include relevant keywords in…
Google has confirmed it is testing a new mobile search interface and a new search refinement button. The new search interface shows fewer search results on the mobile search results page, with the option to click on a button labeled “more results.” In addition, Google is testing showing buttons to refine your search directly in…
The biggest social media trends of 2017 included video, influencer marketing, and bots. Now it’s time to get ready for 2018, and clearly, those trends aren’t going away soon. The next year you can be sure video and influencer marketing will continue to be top social media trends. Ephemeral marketing also seems poised to have a…
Google has confirmed what many in the search industry have seen over the past week, an update to their algorithm that is significantly shifting rankings in the SERPs. A google spokesperson told Search Engine Land “We released several minor improvements during this timeframe, part of our regular and routine efforts to improve relevancy.” Our own…
“What should we be budgeting for PPC advertising?” This is one of the most common questions marketers have been hearing as the new year approaches. To answer that question, let’s look at five PPC budgeting best practices that will put you on a path to budgeting success. ADVERTISEMENT 1. Spend the Allotted Budget Over the…
There’s a position at Google called “Chief Search Evangelist.” It’s evolved in the years since Fred Vallaeys filled that role, now focusing on meeting with our advertisers in person when they come to visit Google on-site. I think my job is pretty cool, but I must admit that the idea of talking search ads day-in,…
The <title> tag is crucial for any SEO strategy to succeed. Missing, duplicate, and poorly written title tags can all negatively impact your SEO results. Don’t let this happen to you. ADVERTISEMENT This post will help you understand what goes into writing and optimizing a great title tag. What Is a Title Tag? The title…
Thanks to the ubiquity of the smartphone, phone calls are finally getting the respect they deserve as an integral part of the customer journey. Mobile calls now account for 60 percent of inbound calls to businesses, according to BIA/Kelsey, which projects that the number of mobile calls to businesses will climb to 170 billion in…
Google has always given brands preferential treatment. They get better rankings with fewer links. They get “penalized” for improper conduct, only to resurface a few weeks later. Small brands, on the other hand? ADVERTISEMENT Never get the benefit of the doubt. Need to earn twice as many links. And never resurface. Ever. And this is only accelerating. It’s only…