Local SEO Services |”Google Clarifies: Guest Blogging Is OK, But “Guest Blogging For SEO” Is Not”

Source   : Marketing Land
By          : Danny Sullivan
Category :  Local SEO Services, Best SEO Company

Relax, publications that use guest bloggers and contributors. Google’s not planning to penalize you under its new “guest blogging equals spam” warning put out yesterday. Rather, the company says, guest blogging is only bad if the the main reason a post is run is to gain links meant to influence rankings in Google. Yesterday, the head of Google’s web spam team Matt Cutts declared that “guest blogging is done; it’s just gotten too spammy.” As a result, some worried that having guest posts meant they could look forward to a future of being penalized by Google.

Worries That All Guest Posts Are Bad

One especially notable example was award-winning science fiction author Charles Stross, who wrote on Hacker News: I’m spending three weeks on the road in the next month, so I’ve got three hand-picked guest bloggers taking over the mike on my site, for the duration. Emphasis on hand-picked, i.e. invited because they’re interesting and I’m hoping my readers will enjoy what they’ve got to say.I get to take some time off, they get access to a new audience, and the audience get some new and thought-provoking material — because from my PoV it’s not about SEO, it’s all about the quality of the content. (Hint: I’m a novelist, one of the guests is a film-maker, the other two are other novelists. We all pretty much live or die by the quality of our writing.)

Guest Posts For More Than SEO Are OK
To deal with such concerns, Cutts updated the title of his post to add the bolded words:

The decay and fall of guest blogging for SEO – He also added more explanation to stress that not all guest blogging is bad: I’m not trying to throw the baby out with the bath water. There are still many good reasons to do some guest blogging (exposure, branding, increased reach, community, etc.). Those reasons existed way before Google and they’ll continue into the future. And there are absolutely some fantastic, high-quality guest bloggers out there. I changed the title of this post to make it more clear that I’m talking about guest blogging for search engine optimization (SEO) purposes. I’m also not talking about multi-author blogs. High-quality multi-author blogs like Boing Boing have been around since the beginning of the web, and they can be compelling, wonderful, and useful. I just want to highlight that a bunch of low-quality or spam sites have latched on to “guest blogging” as their link-building strategy, and we see a lot more spammy attempts to do guest blogging. Because of that, I’d recommend skepticism (or at least caution) when someone reaches out and offers you a guest blog article. In short, the post from Cutts was a continuation of what Google’s been long saying. It wants to reward sites that have “earned” links, rather than sites that have gained links without any real effort. Places that publish anything submitted to them as “guest posts” are just one example of links that aren’t really earned.

No, There’s No Automatic Bad Guest Post Algorithm

Stross also had this comment that I’ve seen many other people echo: The question I’m asking is, how do google’s algorithmic processes figure out whether a post is a guest post? Are they doing style analysis on prose now? Or counting outbound links, or looking for anomalous keywords? Or is it just a matter of looking for spam-flavoured advertorial? The answer is that it doesn’t, and that it can’t, not easily. Nor did Cutts say that was the case, but it’s easy to see how some might assume that’s what he meant. Cutts is warning people who accept guest blog posts, or those who do a lot of guest blogging, that they might find themselves with a spam penalty that would almost certainly be applied manually, if Google’s spam police did a review. It’s similar to how Google warned against advertorials last year, following a penalty Google applied to Interflora and several UK newspapers over these. There are some cases where Google has algorithms designed to automatically detect behavior it considers spam, such as “thin content” that the Panda filter goes after or spamming that the Penguin filter attacks. Potentially, Google could try to figure out a way to tell if a guest post is done “for SEO reasons” or not. But that would be very difficult, and it’s not the case now (or else Cutts would have announced some new filter with an animal name). Rather, Cutts seems to be saying that if you’ve been accepting or doing guest blog posts solely for ranking purposes, be warned. If your site gets flagged for some reason for a closer look by the spam team, then such activity is now deemed part of the many link schemes it might decide to manually penalize you over.
Google & The Degradation Of The “Link Signal”

SOurce : marketingland.com/google-clarifies-guest-blogging-71201

Local SEO Services Orlando | “Google Wants to Write Your Social Media Messages For You”

Source     : Search Engine Watch
By              : Jennifer Slegg
Category : Local SEO Services Orlando, Best Orlando SEO Company

Overwhelmed by social media? Google may have patented a solution for you, in the form of software that mimics the types of responses you make to update messages on various social networks. The patent, by Ashish Bhatia representing Google, describes a comprehensive social media bot, providing suitable yet seemingly personalized responses on social media platforms.

Essentially, the program analyzes the messages a user makes through social networks, email, text messaging, microblogging, and other systems. Then, the program offers suggestions for responses, where the original messages are displayed, with information about others reactions to the same messages, and then the user can send the suggested messages in response to those users. The more the user utilizes the program and uses the responses, the more the bot can narrow down the types of responses you make.

The key to this is the personalized reactions. We’ve all seen typical blog spam comments made to blog posts along the lines of “Great, keep up the good work” or “This was really insightful and made me think.” However, this program would generates personalize reactions and messages that continue to be tailored to the user and specifically to the messages being responded to. It also will automatically adjust the suggested messages that generates over time, so that you don’t get the kind of situation where you respond to every interaction with “Great!”

The present disclosure is particularly advantageous because it provides a system and interface that automatically generate suggestions for personalized reactions or messages. There is no requirement for the user to set reminders or be proactive. The system automatically without user input analyzes information to which the user has access, and generates suggestions for personalized reactions to messages. The suggestion analyzer cooperates with the decision tree to learn the user’s behavior and automatically adjust the suggested messages that are generated over time. The patent covers a variety of methods covering all steps of the program. The present disclosure also describes a number of methods including a method for initializing a message suggestion system, a method for generating suggested messages or reactions, a method for sending suggested messages or reactions, and a method for updating a suggestion analyzer.

This patent could revolutionize social media marketing, particularly for businesses and celebrities who want to ensure they are engaging with customers or fans, but might not necessarily have the manpower or the time to do it manually. While there are tools that exist to help automate some of these things, something that can analyze content and suggest appropriate responses that can evolve over time doesn’t exist.

Source : searchenginewatch.com/article/2309696/Google-Wants-to-Write-Your-Social-Media-Messages-For-You

Best Orlando SEO Company | “Google Puts Money On Robots, Using The Man Behind Android”

Source     : New Work Times
By             : Jim Patterson-Vanderbilt
Category : Local SEO Services Orlando, Best Orlando SEO Company

In an out-of-the-way Google office, two life-size humanoid robots hang suspended in a corner. If Amazon can imagine delivering books by drones, is it too much to think that Google might be planning to one day have one of the robots hop off an automated Google Car and race to your doorstep to deliver a package? Google executives acknowledge that robotic vision is a “moonshot.” But it appears to be more realistic than Amazon’s proposed drone delivery service, which Jeff Bezos, Amazon’s chief executive, revealed in a television interview the evening before one of the biggest online shopping days of the year.

Over the last half-year, Google has quietly acquired seven technology companies in an effort to create a new generation of robots. And the engineer heading the effort is Andy Rubin, the man who built Google’s Android software into the world’s dominant force in smartphones. The company is tight-lipped about its specific plans, but the scale of the investment, which has not been previously disclosed, indicates that this is no cute science project. At least for now, Google’s robotics effort is not something aimed at consumers. Instead, the company’s expected targets are in manufacturing — like electronics assembly, which is now largely manual — and competing with companies like Amazon in retailing, according to several people with specific knowledge of the project. A realistic case, according to several specialists, would be automating portions of an existing supply chain that stretches from a factory floor to the companies that ship and deliver goods to a consumer’s doorstep.

“The opportunity is massive,” said Andrew McAfee, a principal research scientist at the M.I.T. Center for Digital Business. “There are still people who walk around in factories and pick things up in distribution centers and work in the back rooms of grocery stores.” Google has recently started experimenting with package delivery in urban areas with its Google Shopping service, and it could try to automate portions of that system. The shopping service, available in a few locations like San Francisco, is already making home deliveries for companies like Target, Walgreens and American Eagle Outfitters. Perhaps someday, there will be automated delivery to the doorstep, which for now is dependent on humans. “Like any moonshot, you have to think of time as a factor,” Mr. Rubin said. “We need enough runway and a 10-year vision.”

Mr. Rubin, the 50-year-old Google executive in charge of the new effort, began his engineering career in robotics and has long had a well-known passion for building intelligent machines. Before joining Apple Computer, where he initially worked as a manufacturing engineer in the 1990s, he worked for the German manufacturing company Carl Zeiss as a robotics engineer. “I have a history of making my hobbies into a career,” Mr. Rubin said in a telephone interview. “This is the world’s greatest job. Being an engineer and a tinkerer, you start thinking about what you would want to build for yourself.” He used the example of a windshield wiper that has enough “intelligence” to operate when it rains, without human intervention, as a model for the kind of systems he is trying to create. That is consistent with a vision put forward by the Google co-founder Larry Page, who has argued that technology should be deployed wherever possible to free humans from drudgery and repetitive tasks.

The veteran of a number of previous Silicon Valley start-up efforts and twice a chief executive, Mr. Rubin said he had pondered the possibility of a commercial effort in robotics for more than a decade. He has only recently come to think that a range of technologies have matured to the point where new kinds of automated systems can be commercialized. Earlier this year, Mr. Rubin stepped down as head of the company’s Android smartphone division. Since then he has convinced Google’s founders, Sergey Brin and Mr. Page, that the time is now right for such a venture, and they have opened Google’s checkbook to back him. He declined to say how much the company would spend.

Source : nytimes.com/2013/12/04/technology/google-puts-money-on-robots-using-the-man-behind-android.html?_r=0

Best Orlando SEO Company | “Google To Gmail Users: Don’t Expect Privacy”

Source    : Yahoo News
By             : Chris Smith
Category : Local SEO Services Orlando, Best Orlando SEO Company

Google to Gmail Users

Google to Gmail Users

Google indicates in a recent court filing that people who use Gmail shouldn’t reasonably expect their emails to stay private. People who send emails to someone with a Gmail account shouldn’t expect their messages to be private, Google suggests in a court filing. The revelation was made in a brief Google filed recently in federal court in response to a class-action lawsuit alleging the company violates federal and state wiretap laws by using a program to scan emails to determine what ads to serve based on the message’s content. According to Consumer Watchdog, Google argued in a motion to dismiss the case:

“Just as a sender of a letter to a business colleague cannot be surprised that the recipient’s assistant opens the letter, people who use web-based email today cannot be surprised if their emails are processed by the recipient’s [email provider] in the course of delivery. Indeed, ‘a person has no legitimate expectation of privacy in information he voluntarily turns over to third parties.'” Google declined to comment further on the matter.

“Google has finally admitted they don’t respect privacy,” said John M. Simpson, director of Consumer Watchdog’s Privacy Project. “People should take them at their word; if you care about your email correspondents’ privacy don’t use Gmail.” A hearing in the case is scheduled for Sept. 5 in U.S. District Court in San Jose, Calif. Concerns over online privacy and security have been heightened after information leaked by former National Security Agency contractor Eric Snowden revealed that major Internet companies have been providing Web user data to U.S. security agencies.

Source : news.msn.com/us/google-to-gmail-users-dont-expect-privacy

Best Orlando SEO Company | “Don’t Expect The Surface To Rescue The PC Industry”

Source    : Yahoo News
By             : Chris Smith
Category : Local SEO Services Orlando, Best Orlando SEO Company

Analysts aren’t impressed with Microsoft and its Surface tablets, and they expect the company to only sell less than 10 million units by the end of next June. Kash Rangan from Merrill Lynch downgraded Microsoft stock to Underperfom from Neutral, Barron’s reports, while Heather Bellini from Goldman Sachs maintained a Sell rating with a $28 price target for Microsoft stock. Microsoft is “fundamentally tied to the PC market, which is facing significant structural challenges due to the popularity of smartphones and tablets, where Microsoft has been a laggard,” Bellini said, adding that the “company’s long-term fate will be predicted on whether Microsoft can successfully drive adoption of its new mobility offerings while also trying to slow the rate of decline in PCs.”

Bellini cut PC shipments down to 78.7 million units from a prior 79.8 million estimate for Microsoft’s Q2 FY14 ending in December – a 10% drop compared to the same period in the previous year. Similarly, the PC shipments estimate for Microsoft’s entire fiscal year 2014 ending in June next year was dropped to 303 million, a 7.6% drop compared to last year, and 1% worse than initial estimates. On the other hand, tablet sales for the same period will be on the rise, with Bellini saying that shipments may reach 245 million by the end of June, or a 20% growth compared to the previous year, and 2% better than initial estimates. Of those, Microsoft may only ship a combined 9.6 million Surface units, up from a prior estimate of 9.3 million. Comparatively, Samsung aims to ship 100 million tablets next year.

Bellini has also revisited her pricing and margin forecast for the Surface family of tablets after taking into account the new cost scheme for Windows 8 devices and she now expects Surface revenues for Q2 FY14 to total only $259 million from roughly 400,000 combined Surface tablet sales, down from a prior estimate of $268 million from roughly 350,000 shipped units. The Goldman Sachs analyst updated the gross margin estimates for the Surface as well, taking into account Microsoft’s Surface-related disclosures for the previous quarter. “Gross margins were negative 55% in the quarter vs. our assumption of 5%” said Bellini, who adjusted Microsoft’s projected Surface margins to -21% and -6% for fiscal years 2014 and 2015, respectively. Bellini maintained a total revenue estimate of $83.3 billion for FY14 for the company, while downgrading EPS estimates by a penny to $2.53. Meanwhile, Microsoft is aggressively marketing Windows tablets, but buyers so far have seemed interested in something entirely different.

Source : news.yahoo.com/don-t-expect-surface-rescue-pc-industry-204507855.html

Best Orlando SEO Company | “103 Compelling Social Media And Marketing Statistics For 2013 (and 2014)”

Source      : Business 2 Community
By               :  Tom Pick
Category :  Local SEO Services Orlando, Best Orlando SEO Company

As the use of social media in marketing has become ubiquitous, marketers have turned their attention to making the use of business social media more sophisticated and strategic. They are refining tactics, integrating social with other marketing channels, taking a hard look at new networks, and continuing to refine their measurements of success. How can marketers help their organizations move from “social media marketing” to “social business”? Which emerging platforms are essential (or even worth investigating)? What role does social play in a brand’s overall online visibility? How does social media use differ in B2B vs. B2C companies? Between large and small businesses? Which content marketing tactics and formats are gaining or losing favor? How do marketers separate hype from reality in mobile?

Find the answers to these questions and many, many more in this compilation of more than 100 compelling social media, content marketing and SEO stats, facts and observations.
General Social Media Marketing Facts and Statistics

1. 97% of all consumers search for local businesses online. (An amazing statistic, given that nearly 20% of the adult U.S. population still lacks internet access).

2. 20- to 30-year-olds (Gen Y), act like no other previous generations. 20-something business buyers are roughly twice as likely to seek information or advice from social media as the generation before them (31- to 40-year-olds) and almost four times more likely to than the baby boomers (51- to 60-year-olds).

3. 68% of Google+ users are male, while 80% of Pinterest users are women.

4. Looking at the importance of social media by business function, 80% of business executives said social is “important” or “somewhat important” in marketing and branding; 74% said the same for customer service; 70% for innovation and new product/service development; and 63% for employee recruiting. Less than half view social media as important for supplier/partner engagement.

5. Social media isn’t quite as ubiquitous as it sometimes seems. 7% of the American population has never heard of Facebook, and 41% say they haven’t heard of LinkedIn. And these people can vote. Which explains a lot.

6. 72% of adult internet users in the U.S. are now active on at least one social network, up from 67% in 2012 and just 8% in 2005.

7. As many companies have learned the hard way, unanswered complaints on social networks can go viral, causing real damage to a company’s brand. But the opposite is also true: 71% of consumers receiving a quick brand response on social media say they would likely recommend that brand to others.

8. 65% of respondents of global business executives say their organizations use social business tools to understand market shifts; 45% to improve visibility into operations; and 45% to identify internal talent.

9. There are, on average, 700 YouTube video links shared on Twitter every minute, and 500 years worth of YouTube videos watched on Facebook every day.
10. 60% of LinkedIn users have clicked on an ad on the site, and 43% of U.S. marketers have obtained at least one new customer through LinkedIn.

11. 70% of brands now have a presence on Google+, up from just 4% in the last quarter of 2012.

12. 69% of brands now have a presence on Pinterest, up from 10% in the fourth quarter of 2012.
General Marketing Facts and Statistics

13. Webinars, virtual events and other digital communications channels are driving trade shows and other live events to extinction, right? Wrong. Nearly three-quarters of brand marketers still view live trade shows and conferences as either “very valuable” or “essential to doing business.” Just 9% say their importance is diminishing.

14. 93% of online research starts with a search engine, and 68% of consumers check out companies on social networking sites before buying. Visibility is vital, so every brand needs a comprehensive strategy for optimizing their overall web presence.

15. To optimize not just online visibility but also trust with buyers, vendors need to focus on their industry presence. Just 9% of B2B decision makers consider vendor content trustworthy vs. 67% who trust research from professional associations, 50% from industry organizations, 44% from analyst reports, and 40% from independent product reviews.

16. The average CTR for banners is 0.01 percent. According to Get Elastic, 31 percent of consumers are worried that they will be tracked if they click them, and 55 percent fear a virus. And yet—there were 5.3 trillion display ads served up last year.

17. Big contradictions on big data: 71% of marketers say they plan to have Big Data solutions in place in the next two years. But 75% of marketers can’t calculate their ROI of their marketing spending and and 50% of them say that IT is not a strategic partner.

18. Another contradiction: while 86% of companies are comfortable marketing with social tools, only 41% use social tools for communicating with customers. (Forbes)
B2B Social Media Marketing Stats and Facts

19. Nearly half of B2B marketers planned to increase their overall marketing budgets this year despite continuing economic challenges. Two-thirds planned to increase digital marketing spending.

20. Another source found that almost half of B2B marketers (the same “almost half”?) anticipate an increased budget for 2014, while just 3% foresee spending reductions.

21. Just 38% of b2b marketers say they have a defined social media strategy.

22. Twitter is the most popular platform in b2b, with 85% of marketers saying they use this. LinkedIn is a close second at 82%.

23. Nearly three-quarters of b2b marketers say they can’t measure the ROI of social media at, or can measure it only some of the time. The primary measurement of social media success is increased website traffic.

24. Is social media displacing PR? In a recent survey of B2B PR professionals, 94% said they use social media to promote announcements vs. 71% who use press releases. 45% said they would use social media if they could use just one promotional vehicle vs. 24% who said they would issue a press release.

25. 60% of B2B marketers identify lead generation as their top online marketing challenge. And more than a third (36%) say they can’t accurately attribute online conversions to the correct marketing channels.

26. Which lead gen tactics work best? B2B marketers put email marketing at the top (with 51% saying this is a highly effective tactic) followed by SEO and content marketing (38% each), offline events like trade shows (31%) and paid search/online ads (29%). Just 11% say social media is highly effective for lead gen, and 1% identify mobile marketing.

27. In terms of difficulty of execution, nearly half (49%) of B2B marketers put social media marketing at the top, followed by content marketing (39%), SEO (26%) and mobile (25%).

28. Opportunity being squandered: B2B buyers under 35 years old (a growing group) are 131% more likely to make corporate purchases online than their older counterparts. 90% of B2B buyers age 18-35 now make company purchases online, compared with 45% of those age 45-60 and 29% of those age 60+. Yet nearly half have purchased from Amazon Supply in the past year because their current suppliers aren’t offering an online purchase channel.

29. Another opportunity being squandered: More than 90% of B2B marketers consider webinars/webcasts, e-books, white papers, and published articles to be either “very” or “somewhat” effective in achieving SEO and marketing objectives. Yet less half utilize webcasts and just 20% create e-books.

30. While B2B B2B buyers age 60+ conduct online research before purchasing less than 10% of the time, younger buyers (age 26-45) do research before purchasing 50% of the time or more. Another reason it’s vital to have a framework for maximizing a brand’s online visibility.

31. More than 80% of B2B decision makers say they visit vendor-independent communities or forums, vendor-sponsored communities or forums, and LinkedIn at least monthly for business purposes.

32. 32% of B2B decision makers use Pinterest at least monthly, but only 2% do so primarily for business reasons.

33. 87% of B2B companies view social media (other than blogs) as a highly successful element of their marketing mix. 83% say the same for articles on websites, 78% eNewsletters, and 77% blogs.

34. The top four metrics used to measure B2B social media success are web traffic (60%), sales lead quality (51%), social sharing (45%) and sales lead quantity (43%).

35. Almost 60% of all social media-referred traffic to B2B websites comes from just three networks: Facebook, Twitter and LinkedIn.

36. In 2012, less than a third of B2B marketers said their social media activities were either “fully integrated” or “very involved” with company-wide operations. Today that figure is close to half.

37. The top marketing tactics used by B2B marketers this year were social networks (84%), email marketing (72%), SEO (56%) and press releases (51%). The least popular tactics, each used by less a quarter of marketers, were online ads, seminars and ebooks.
Statistics About Social Media Use in the Enterprise

38. 77 of the Fortune Global 100 companies have at least one official corporate Twitter account.

39. 48% of the Fortune Global 100 are on Google+.

40. More than one-third of Fortune 500 companies have active Google+ accounts. However, 19% of the companies with Google+ corporate accounts have not yet activated them. Google+ remains the only major social platform with a significant number of open—but inactive—accounts.

41. 70% of the Fortune 500 companies have Facebook pages, including nine of the top 10 companies. (MediaPost)

42. The top five social networks used by B2B marketers to distribute content are LinkedIn (83%), Twitter (80%), Facebook (80%), YouTube (61%) and Google+ (39%). (Social Media Today)

43. Another study pegs the top three social networks in use buy Fortune 500 companies are Twitter (77%), Facebook (70%) and YouTube (69%).

44. The leaders of these companies lag in their own social media use, however. Of the 500 leaders of the biggest companies in the US, only 28 have a Twitter account, and only 19 of them actually use it.

45. 68% of Fortune 500 CEOs have no social media presence whatsoever. Among the rest, 26% are on LinkedIn, but less than 10% are on Facebook and just 1% – five CEOs – are on Google+.

46. And yet, 90% of global business executives say that social media is important today or will be within a year.

47. Maybe they just aren’t doing it right? When asked to rank their company’s social business maturity on a scale of 1 to 10, more than half of global business executives gave their company a score of 3 or below. Only 31% gave a rating of 4 to 6. Just 17% ranked their company at 7 or above.

48. By department, the largest users of social media in enterprises are marketing (with 78% using social media to a moderate to great extent), IT (64%), sales (63%), and customer service (62%). The functions using social media least are operations (46%), supply chain operations (36%), risk management (35%) and finance (28%).

49. More than 40% of enterprises measure the success of their externally facing social media initiatives based on social reach (e.g., number of fans/followers) or brand reputation enhancement. Just 14% measure it based on sales. 19% don’t measure it at all.

50. Among the Interbrands Top 100 brands (B2C), nearly all have a presence on Facebook and Twitter. 76% are also on Google+, 74% are on Pinterest, almost a third (31) are on Tumblr.

51. Why Tumblr? Because “posts tend to have a longer shelf life on Tumblr than Facebook and Twitter through ‘reblogs,’ or reposts of updates. Almost a third of reblogs (29%) took place more than 30 days after the initial post.”

52. Does that mean B2B marketers should jump on Tumblr to promote their thought leadership content as well? Not necessarily; MTV claimed the second-highest number of reblogs in a recent period. Sprite claimed the most reblogs over that timeframe, with more than 85,000 for a single post with an animated GIF of a game of spin the bottle.

Small Business Social Media Statistics and Facts

53. 78% of small businesses attract new customers through social media.

54. This despite the fact that 80% of SMB websites don’t display links to the company’s social networks.

55. The top three challenges faced by SMB B2B marketers are lead quantity (69%), lead quality (60%), increasing brand awareness (56%) and reaching decision makers (52%). It seems like those figures haven’t budged much in 20 years.

56. The three tactics viewed as most effective for generating SMB B2B sales leads are company websites, email newsletters, and tradeshows. LinkedIn and Facebook were also cited as effective by more than half of marketers, coming in just ahead of direct mail.

57. At the other end of the scale, Pinterest, outdoor media and virtual events were cited as the lead effective tactics for SMB B2B lead generation.

58. SMB marketers identify the top three benefits of social media marketing as increased exposure (89%), increased website traffic (75%), and access to marketplace insights (69%). However, less than half said that it either reduced marketing expenses or increased sales.

59. Small business marketers are most likely to outsource TV/radio advertising (40%) and SEO (35%); they are least likely to outsource email newsletter and social media marketing management (less than 5% each).

60. However, those decisions are often budget-driven. Half or more of SMB marketers would prefer to outsource both TV/radio ads and SEO, and nearly 20% would outsource social media marketing if they could.
Content Marketing Facts and Stats

61. The content marketing challenges faced by enterprises and small businesses must be very different, right? Well…yes and no. Marketers in companies large and small rank are challenged by producing engaging content, producing enough content, producing a variety of content, and measuring content marketing effectiveness in broadly similar proportions. But surprisingly, they part ways on the challenge of lack of executive buy-in (38% of enterprise marketers vs. 25% of SMB marketers say they are challenged by this), lack of budget (48% enterprise, 38% SMB) and most dramatically, lack of integration across marketing channels (58% enterprise, 23% SMB).

62. 92% of marketers believe that content creation is either “very” or “somewhat” effective for SEO.

63. More than half of B2B and business-to-government (B2G) marketers focus on white papers and case studies as key components of their content marketing, compared to less than 10% of B2C marketers. However, those on the consumer side focus much more on customer reviews (44% vs. 27% for B2B).

64. Different types of content address different levels of the purchase funnel. At the top of the funnel, blog posts, news articles, press releases and social media content drive awareness. In the consideration stage, “category level” web page content, “long tail” blogs and news articles, newsletters, FAQs and white papers are most effective.

65. On average, 25% of marketing budgets are now spent on content development, delivery and promotion.

66. 87% of buyers say online content has a major or moderate impact on vendor preference and selection; but 43% say “blatantly self-promotional” content is a major turn off.

67. 54% of B2B marketers plan to increase spending on content marketing in 2014.

68. 77% of B2B marketers use a blog as part of their content marketing mix, and 70% use online video.
Business Blogging Statistics and Facts

69. Blogs convert readers into buyers. 42% of consumers look to blogs for information about potential purchases; 52% say blogs have impacted their purchase decisions; and 57% of marketers have acquired new customers with their blogs.

70. Despite that, just 34% of Fortune 500 enterprises maintain corporate blogs – up from 28% in 2012.

71. Within the Fortune 500, telecommunications (53%) and specialty retailers (48%) are most likely to have blogs.

72. 77% of B2B firms maintain blogs.

73. Or do they? Another source puts the share of B2B marketers using blogs at 39% in 2013, down from 48% in 2012. Hmm, confusing.
SEO and Search Marketing Stats and Facts

74. 50% of searchers on Bing click the first organic result. Only about 6% click the third result, 3% on the fourth result, and 1% on results near the bottom of page one.

75. However—a lower position isn’t always bad. If the searcher clicks the “back” button because the top result didn’t meet expectations, then he or she is 5-8 times more likely to click on a lower result than on the initial search. That is, the CTR for a result near the bottom of page one can be as high as 8% after a “back” button click.

76. 50% of marketers cite web pages as “very effective” for SEO. Really, only 50%?

77. Another study puts the figure above at 95%; that sounds more like it.

78. 50% of consumers say they are more like to click on a search result if the brand appears multiple times on the results page. This is why web presence optimization is vital!
79. Marketers produce a wide variety of content to support SEO, with web pages (79%), social media (74%) and blogs (68%) topping the list. The least-used tactics? Mobile apps (14%), digital magazines

80. Search AND social rule. Among marketers who rate their companies’ SEO strategies as “highly effective” in achieving marketing objectives, 38% have extensive integration between their social media and SEO tactics, and only5% have no such integration. Among those who call their SEO “not successful,” just 2% have extensive search and social integration, while 50% have no connection between these activities.

81. Again comparing “superior” to “inferior” SEO strategists, those in the superior group are 67% more likely to say that creating original content is their most effective SEO tactic, and three-and-a-half times more likely to cite changing search engine algorithms as a critical obstacle to achieving their objectives, while being far less likely (6% vs. 58%) to point to the lack of a clear and concise strategy as a main challenge. (Marketing Charts)

82. Organic or paid? No, both! Paid search supports organic SEO efforts: paid-search ads alongside organic listings in position two through five receive two out of every three clicks from the search engine results page (SERP). When organic results are well below the fold in positions six through 10, paid search is responsible for nine out of 10 clicks to the Web site.

83. Even when organic results fall in the first position, consumers still click on the paid-search ad. When a paid listing appears on a SERP with the top organic listing for the same keyword, the organic result gets 60% of the clicks on average and the paid link 40% of clicks.

84. Just 23% of marketers generate more than half of all leads through organic search. 22% of companies generate between a quarter and half of all leads via search, and 24% obtain less than one out of every 10 leads via SEO.
Mobile Marketing Statistics

85. 50% of clicks on mobile banner ads are accidental.

86. Still, mobile video is the fastest growth area in marketing.

87. And 35% of B2B marketers plan to increase their spending on mobile marketing this year.

88. Facebook will account for 13% of worldwide mobile ad revenue in 2013.
Facebook Statistics and Facts

89. 77% of B2C companies and 43% of B2B vendors have acquired customers from Facebook.

90. 81% of B2B decision makers say they visit Facebook at least monthly–but only 2% do so primarily for business purposes, as opposed to 42% who do so primarily for personal purposes.

91. 20% of all internet page views come from Facebook.

92. 95% of all social media-referred traffic to B2C websites is generated from just five social networks: Facebook, Twitter, Reddit, StumbleUpon, and YouTube. 74% comes from Facebook alone.

93. On Facebook, brevity matters. Keeping your posts below 250 characters can get you 60% more engagement than you might otherwise see. You can get up to 66% more engagement if you cut it down to less than 80 characters.

Twitter Statistics and Facts

94. 34% of marketers say they have generated leads from Twitter.

95. To maximize click-throughs from your tweets, keep them to 100 characters or less and tweet in the afternoon .

96. Twitter accounts for 32% of social media-generated traffic to B2B websites, but 82% of social media leads. Hmm, that doesn’t jive with other research on B2B social media.

97. 18% of U.S. adult internet users are now on Twitter, double the percentage from 2010.

98. Using Twitter for social media? Great idea, but you’d better be listening. 81% of Twitter users expect a same-day response to questions and complaints aimed at brands.

99. There are 400 million tweets sent each day.

100. 50% of technology companies have acquired a customer through Twitter.

101. While posting the same headline and link, over and over, is obnoxious, strategically repeating a tweet several hours apart–when different groups of your followers are likely online–can substantially increase click-throughs, without being annoying.

102. For tweets with links, 120-130 characters is the ideal range to maximize retweets.

103. Use hashtags—but sparingly. Tweets with one or two hashtags get 21% higher engagement on average, but those with three or more actually get 17% less engagement.

SOURCE : business2community.com/social-media/103-compelling-social-media-marketing-statistics-2013-2014-0679246

Best Orlando SEO Company | “Need a laugh? Let This Website Come Up With Your Next Facebook Status”

Source      : Last Time
By               : James A. Martin
Category  : Local SEO Services Orlando, Best Orlando SEO Company

If you need some comic relief, check out “What Would I Say?” a new website that generates Facebook posts based on your past status updates. The website goes through your past posts to get an idea about the things you talk about and how you write. Click “Generate Status” to create new posts, and you’ll likely come across a number of hilarious results. There’s also a good chance the website-generated posts might not make any sense.

Here are a few of the results I got:
“Losing happens, but these are still the Harlem Shake”
“Alas, I would have gone missing. #Apple”
“Use protection when you sell your soul to the HTC First, aka”
“Keep calm and kick BAM!”

At best, the statuses seem like something you would write, but at worst, they seem like they’d be something you write after a long night out. The hilarious website was created at hackathon this weekend by Princeton students. The site took just 36 hours to make, and now, it is quickly making the rounds on Twitter and on news websites.

To use the app, simply head to what-would-i-say.com and hit the Facebook login button in the top right corner to give the website permission to access your past Facebook posts. For those worried about the site storing your information, “What Would I Say?” assures users that users’ Facebook status data are stored in their own Web browsers. The students told The Times they were inspired by “the bots” users chat with on messaging services like AOL Instant Messenger. Those bots were automated accounts that were programmed to respond to messages sent by real users. Often, the results were hilarious.

We “realized that Facebook posts would be a great resource for training these bots because they’re so personal and funny,” the students told The Times in an email.  Play around with the app and see what it comes up with based on your past posts. If you see a status you actually want to share, simply hit “Post to Facebook.”

Source : latimes.com/business/technology/la-fi-tn-facebook-what-would-i-say-20131114,0,6271819.story#axzz2kgwprQbO

Orlando Local Search Engine Optimization | “Why The YouTube Keyword Tool Is So Amazing For Link Building”

Source       : searchengineland
By               : Julie Joyce
Category  :  Local SEO Search Orlando, Orlando Local Search Engine Optimization

Debra Mastaler mentioned the YouTube keyword tool again recently, and I don’t think I’ve been this excited about keywords in, well… ever. I confess to only now realizing how much of a help it can be. Never mind the awesome fact that you can get keywords and easily import them into Google AdWords for your PPC campaigns. What’s really fantastic for me is that you can generate the truly random and crazy search terms that help you find those hidden gems on the Internet — the sites that might not yet be inundated with link requests or spammed up with paid links. You can find a void and fill it.

At first, as I was discussing this tool with my link builders, I thought being shown a keyword with an associated “Not enough data” message would be one that we might want to avoid using, but then I realized that those were the opportunities. Whereas you might think since most people aren’t using YouTube to sell products, the data you get from this tool would be useless, I think that it’s actually a giant hot mess of opportunity. Let’s say that you were working with a site that sold fishing equipment. The keyword [fishing] has over a million searches a month but the keyword [fishing accidents] doesn’t have enough data.

Let’s Look Those Keywords Up In Google

[Fishing] shows me around 375 million results. The idea of wading (sorry) through those SERPs in order to find a good site that we’d reach out to depresses me. [Fishing accidents] shows me less than 25k results. To me, that says I’ll spend less time finding good sites (hopefully!), and maybe I won’t be contacting the same ones that have been contacted by every other person trying to build links for sites selling fishing equipment. Definitely opportunity here (maybe some content to be written about ways to avoid certain common fishing accidents, interviews with people who have survived truly horrific fishing accidents, etc.), but I want something that’s even less competitive.

Let’s Look At Another Relevant Keyword

[Antique fishing equipment] has not enough data. In Google, I see 5,760 results for that phrase — amazing opportunity, in other words. I’d see this as something to create content for: perhaps a Pinterest board, or a cool video series where each video went into detail on a piece of equipment that was once used but now has a much better replacement (and that replacement would obviously be something my client’s site sold). On the landing page for that product, I’d write some content about the evolution of the product and include a link to the video. I’d try to find a piece of antique fishing equipment and use it as the prize in a contest for something like the 50,000th person to like the company’s page on Facebook, or the 5,000th Twitter follower. Now, obviously you could find these ideas through any keyword tool, but what I like about the one from YouTube is that it’s specific to a medium that in itself has great marketing potential, as people love video. Therefore, information that comes out of video searches is definitely valuable, right?

A search on YouTube for [“antique fishing equipment”] gives me 30 results. One without the quotes gives me close to 25k as it brings in loads of other related results. Let’s look at the exact match results: First, note the dates of the videos. The most recent one is 3 years old. To me, that says there is a void to fill, as there’s not a lot being produced about the topic currently. Of course, it also could say that there’s not much interest… but let’s look at the number of views on each video. The least popular one still has around 15k views, and the most popular one has over 121k views. Here is the problem that I found with this, though: after watching the videos (well, skimming them) it seems that they aren’t truly about “antique” fishing equipment at all. No matter. If I’m using this information in order to find something that isn’t all over the place and create it, this doesn’t really bother me.

My concern is with finding something unique to create, and maybe I’ll decide videos about this narrow topic aren’t the best way to go but Pinterest is – or interviews with antique dealers who specialize in antique marine products is a good plan. Maybe through watching the videos that aren’t exactly about the topic, I’ll get some other ideas. Maybe I’ll think more about how annoying it is to be led to a result that doesn’t match what I’m actually searching for, and it will help me write better content that matches up with how it’s marketed. That’s never a bad thing. I’ll admit this is a very random and vague way to get ideas for content to create, but I’ll also admit that running into the same thing being done everywhere is annoying as heck. If everyone’s trying to do the same thing — create great sites for users and engines — then we all need to find the thing that sets us apart, don’t we? Sometimes, random, vague, and/or roundabout methods are what get you to that point.

Quick Guide For Example Plan

  •     Type a general search into the YouTube keyword tool.
  •     Look for longer-tailed phrases with “not enough data” listed.
  •     Check those phrases in Google and look for the ones with the least amount of results returned.
  •     Check those phrases in YouTube. (Yes, you can just skip Step 3 and go straight here, but I like to do the Google bit. Call me crazy.)
  •     Look at the dates and views to help you determine whether there’s a need for new content surrounding the phrase.
  •     If you find that trifecta of “old + many views + low results,” try creating something with it.

Found Your Idea? Then Try:

Create a video about the topic, posting it on YouTube and embedding it/linking to it from your site. If you send out an email newsletter, include a link to the video there. Post it on other video sites as well.

Create a landing page for the content, even if it’s just a new blog post telling your readers what’s new on the site. If you did sell fishing equipment but not antique fishing equipment, you could still easily create a landing page about the antiques because it might interest your users. I would advise that you don’t do this for tons of micro-topics, of course, so don’t go crazy creating a gazillion pages where the content could be condensed into one or just a few pages. Otherwise, you’ll dilute your site with nonsense and probably start running into internal duplicate content issues.

Socialize it and show it to people who might be interested. Check the people who’ve liked the related videos on YouTube and see if they list their social information, for example, and point out your new content to them. Use Followerwonk to find people with related interests in their Twitter bios and interact with them so they can see it.

Keep an eye on the stats for whatever you produce. See where you’re doing well (is it from Twitter? Organic search? Referrals?) and use that information to help you with your next project so that you know what to focus on first.

Thank anyone who helps you promote your content.

The basic idea of this weaving path to content ideas is this: everyone has the same dilemma of finding something that will generate interest but not be the same thing everyone else is doing. One key to that is finding something that isn’t being overdone and connecting it to whatever it is that you need to promote.  Happy fishing!

Source : searchengineland.com/why-the-youtube-keyword-tool-is-so-amazing-for-link-building-173766

Local SEO Search Orlando | “Become a Leading SEO Mechanic with Both Google & Bing Webmaster Tools”

Source      : searchenginewatch
By               : Amanda DiSilvestro
Category  : Local SEO Search Orlando, Orlando Local Search Engine Optimization

Webmaster Tools offerings from both Google and Bing can offer a wealth of insight to business owners. In order to get the whole spectrum of insights, marketers must learn just what they can do with both Google and Bing Webmaster tools. Using both together allows you greater insight into the factors contributing to the success—or lack thereof—of your SEO strategy. Internet Marketing Ninjas COO Chris Boggs and Grant Simmons, director of SEO and social product at The Search Agency, shared their advice on better integrating data from Google Webmaster and Bing Webmaster Tools earlier this year at SES San Francisco.

Google Webmaster Tools: Proactively Monitor and Have a Plan in Place to React (P.R.E.P.A.R.E).Internet Marketing Ninjas COO/CMO and SEMPO Chairman Chris Boggs started the presentation with the topic everyone really wanted to hear: Google Webmaster Tools (GWT). He started with SEO diagnostic principles and explained that you need to be both proactive and reactive when monitoring SEO. Marketers need to have a plan as well as the ability to manage from a reactive perspective, he said. If you come across something in your diagnoses, your analytics are going to be a good second opinion. Without tools, it’s just a guessing game.

Once you have this in mind, you can start digging into GWT by focusing on a few things first:

1. Quick Barometers

Boggs referred to the “Brand 7 Pack” as a company’s homepage and six sitelinks that appear in search results. If you don’t have seven, you have an SEO problem, he said. Your social entities such as Google+ should also be ranking, with your titles to be clear and easy to understand. If you want to see what your domain looks like from Google’s perspective and see the cleanliness of your page titles, type in “site:” and then your domain name without the “www.” Below is a screenshot of a website with a good 7 pack:  You can then go to your Webmaster Tools account to diagnose any problems you may see and determine exactly where the problem lies and how to fix it. From a reactive mode perspective, look at your analytics and verify. It’s very important for SEOs to live by this mantra. Webmaster Tools isn’t something to take for granted. Have an agency or consultant monitor the findings in GWT and relay information to design, development, and marketing teams.

2. HTML Improvements

Visit the HTML Improvements category to determine if your titles and descriptions look bad on a Google SERP. You can see if Google agrees, then click on anything with blue writing to learn more about the problem. Boggs was asked after the presentation what tool might get users in trouble if they don’t understand it, and this was his answer. He explained that almost every site is going to have some duplicate descriptions and titles, so he wouldn’t try to get that number down to zero. You don’t need to remove every single warning from GWT. How to Find the Tool: Located under Search Appearance.

3. Sitelinks

You can visit the sitelinks tab to demote a certain sitelink (one of the links under your company homepage shown on a search results page like in the screenshot above). Google is going to automatically generate links to appear as your sitelinks, but you can tell Google if you don’t want something there. How to Find the Tool: Located under Search Appearance.

4. Search Queries

Here, you can look at the top pages as well as the top queries for your site. Most people will just take the default information, but Boggs stressed that there are tabs for a reason. Look at the top queries as well as use those “more” tabs to get more information. How to Find the Tool: Located under Search Traffic.

5. Links

You can click on “links to your site” to get a full list of those linking back the most, but the tool that many forget to use is the “internal links” tool. Internal links are very important; Boggs explained it’s worth the time to go through and look at the number of these internal links and then download the table so you can really slice it and dice it. How to Find the Tools: Located under Search Traffic.

6. Manual Actions and Malware

With this tool, no news is good news. If you get a manual action warning, it means you need to do something that is probably substantial in order to keep your rankings where they are. Malware is also something you can look into which is another place you don’t want to see anything. How to Find the Tool: Find manual Action under Search Traffic, Malware under Crawl.

7. Index Status

If your page index is 10x, you might have a problem. The advanced tab here gives you a much better look at that data.
How to Find the Tool: Located under Google Index.

8. Content Keywords

What you want to look for here are the words you are using in your content. You don’t want to see a lot of “here” or promotional phrases. Identify where your gaps are or where you have too much content. How to Find the Tool: Located under Google Index.

9. Crawl Errors

Google now has a feature phone tab to help you with crawl errors. You have to understand any crawl errors that might occur and remember that you should provide data that is very specific to mobile, as well. You can also take a look at your crawl stats, which means the time spent downloading, and make sure there is no spike.
How to Find the Tools: Both located under Crawl.

Finally, Boggs explained that Google Webmasters Tools should be thought of proactively by pairing it with Google Analytics. What kinds of things is GWT telling you when it comes to your analytics and how that data is affected? Consider this screenshot from Boggs’ presentation:
In the end, Boggs explained that expertise is knowing the most basic things about SEO and doing them repeatedly, perfectly, every time. You’re going to come across situations where there are a lot of hooks and changes in the algorithm. Something someone might have done one to five years ago could be a very bad move now. That’s part of the game.

Bing Webmaster Tools: Bing Stands for “Bing Is Not Google”

Director of SEO and Social Product at The Search Agency, Grant Simmonsbegan his presentation with the quote “Bing stands for Bing is not Google,” and the laughter amongst the marketers and SEOs just about said it all. It’s true; Bing is often not taken as seriously as Google because it just isn’t as popular, yet Bing Webmaster Tools (BWT) does offer some good insights that Google does not.
Once you’re signed upand logged in, consider the top things that you should look at first to really get a handle on BWT:

1. Dashboard

You want to make sure that pages you think you have are the ones the Bing has indexed. If that number isn’t what you expected, ask yourself a few questions: Are they crawling my site frequently? Am I not updating my site? These are all quick things you can see right from the dashboard, and you can even look at search keywords to see how people are finding you.
Quick Fact: Bing doesn’t use Google Analytics.

2. Diagnostic Tools

The diagnostic tools category is comprised of 7 subcategories: keyword research, link explorer, fetch as Bingbot, markup validator, SEO analyzer, verify Bingbot, and site move.
How to Find the Tool: This is a category all on its own!

3. SEO Analyzer

This tool works great when analyzing just one URL. You simply type in the URL and hit “Analyze” to get an overview of the SEO connected with that URL on the right hand side of the page. The tool will highlight any issue your site is having on the page; if you click on that highlighted section, Bing will give you the Bing best practice so you can make improvements.
How to Find the Tool: Located under Diagnostics & Tools.

4. SEO Reports

This tool shares a look at what is going on with your whole site (as opposed to just one URL). You will get a list of SEO suggestions and information about the severity of your issue, as well as a list of links associated with that particular error. The tool runs automatically every other week for all of the sites you have verified with BWT (so not your competitor’s sites).
How to Find the Tool: Located under Reports & Data.

5. Link Explorer

You can run this tool on any website to get an overview of the top links associated with that site (only the top links, however, which is considered one of the limitations of the tool). Export the links into an Excel spreadsheet and then slice and dice the information as you’d like.
How to Find the Tool: Located under Diagnostics & Tools.

6. Inbound Links

Link Explorer is probably one of the more popular tools when it comes to BWT, so it’s certainly worth mentioning. However, according to Simmons, Inbound Links is a better tool that doesn’t have as many limitations. This tool will show you trends over time so you can really see if there is value on deep page links. You can see up to 20,000 links, as well as the anchor text used, with the ability to export.
How to Find the Tool: Located under Reports & Data.

7. Crawl Information

It’s important to remember that the Bing bots are different than the Google bots, and the crawl information tool can help give you insight. From a high level, Simmons explained that when the tool gives you the stats, you should be looking at the challenges you might have from the migration you did last year. Are your 301s still in place? Are they still driving traffic? From the 302 pages, should they be made permanent? It’s also a good idea to look at the last time your site was crawled. If it’s been a while, remember Bing likes fresh content and you may need to make some updates. Again, this information is exportable.

How to Find the Tool: Located under Reports & Data.

8. Index Explorer

Simmons said this is one of the coolest things found in BWT, one reason being that Google doesn’t really have anything like it. You can see stats for a particular page, which can be good to see based on a subdirectory or section of your site. The tool has great filters and offers an awesome visual representation of crawled and indexed pages.

How to Find the Tool: Located under Reports & Data.

Of course, there is a lot more to BWT than just the eight features listed above, including the keyword research tool, geo targeting, disavow tool (they were the first to offer this), and crawl control. Their features are very comparable to Google, they have excellent navigation and even a few extra capabilities. Simmons concluded the presentation by saying that we should really focus on BWT to make a difference.

Source : searchenginewatch.com/article/2302345/Become-a-Leading-SEO-Mechanic-with-Both-Google-Bing-Webmaster-Tools

Local SEO Search Orlando | “Autotrader On Integrating SEO, PPC And Social”

Source    : econsultancy.com
By             : Ben Davis
Category  : Local SEO Search Orlando, Orlando Local Search Engine Optimization

Organic search is pretty vital for any business, PPC ads are increasingly clicked on by a higher proportion of searchers, and with Google Hummingbird, social is likely to become more important for long tail search results. Anthony Robinson, Head of SEO at Razsor, Auto Trader’s search and web design arm, talked us through how these three disciplines should be seen in the round. First off, Anthony encouraged us to think of the tangible differences between Google and Facebook. Tangible in the sense of how users input queries into each.

Google, though it serves more contextual results, is used for plain searches for information whereas users will turn to Facebook if they want to spend time looking for friends’ recommendation, perhaps from friends who live a certain part of the world.Despite the differences between Facebook and Google, and the fact they often seem siloed, Anthony argued we need to break down the digital rivalry. Planners need to work across multiple platforms and the lessons from each should be shared around. Part of sharing insights across SEO, PPC and social is making sure every role in your team feels like they are part of the overall strategy. Using PPC keyword data to create organic content and to optimist landing pages is important, as is increasing the authority of content via social media. Refining and reiterating AdWords copy also continues in the background. Being reactive with PPC and social will help Autotrader to be first in the market when it comes to new models of cars.

Some brands are moving away from ad spend
Anthony gave Ford and Mercedes as examples of leading lights in the automotive sector. Mercedes are moving towards making content instead of buying ads. The Mercedes site’s performance in the SERPs hints at a link profile that’s twenty times bigger than that found in actuality. So how can Mercedes’s effectively outperform its link profile? Through social media activity around its content.

Where in the tail?
Anthony acknowledged that motor they can’t always compete with car manufacturers when optimising for brand names in organic search. Midtail search terms are more important. At the longer end of the tail, social targeting is important. This is often for contextual search terms such as ‘where can I buy a ford?’.Social is an area that SEO managers have control over. Whilst you can’t do anything about the number of brand searches or the age of your domain, search managers can try to control social activity.Even tweets to product pages are going to be important for ranking in the long tail.

In summary

  •     Don’t rely too heavily on PPC. After all, clicks cost money.
  •     Don’t rely too heavily on SEO. Google can always change its algorithm and the game.
  •     Use social media. Google plus pages appear in 30% of brand Google searches, so you have to be working with them.

What about (not provided)?
In the Q&A, Anthony gave an interesting answer to this question. He said Autotrader uses an attribution model and works on cost per lead. To give some idea of the keywords behind traffic, the team apportions URLs to search terms or groups of search terms. So a visitor to ‘about us’ is deemed as having performed a brand search, and so on. On top of this, they use wordchecker and searchmetrics day-to-day for keyword research.

What if you’re limited to SEO?
A delegate from a pharmaceuticals company asked about the best plan of attack for those that can’t buy ads or do social media. Anthony encouraged them to investigate the user journey and the SERPs from mobile voice searches and other contextual searches that will only proliferate over the next couple of years. If content can be optimised for these mobile contextual searches and voice search, then good results may be achievable without ads or social.

Source :  econsultancy.com/np/blog/63553-autotrader-on-integrating-seo-ppc-and-social