The online marketing world moves fast, and sometimes it can be too easy to maintain the status quo in your strategy and analysis techniques. Here are five common ways that companies aren't up-to-date on the best practices in online marketing: Read More
With Google's recent algorithm changes, including Panda attacks (tonight on FOX!) and an excursion to Venice, the SEO team at PV launched a number of test sites in order to gain further insight and understanding to critical organic factors. While a number of elements have responded in a positive manner (from Google + to schema/microformats), one of the sites was hit about two weeks ago. The main offender? Everyone's favorite: Duplicate content. There has been much talk over the last few years about its effects, or possible lack-thereof, but the events that transpired are clearly more than coincidence. Let's get ready to rumble! Read More
There are two aspects to measuring paid search performance. The key performance indicators measure how well the account is doing with respect to business goals and objectives. Have we achieved our target ROAS or CPA? Have we optimized sufficiently so the account is running efficiently and effectively? Read More
The release of the 3rd generation of the iPad has opened up a world of possibilities for marketers. The audience for these devices is growing exponentially (3 million sold on the day of the release) and the iPad now has a million more pixels than a high resolution television screen. So while you may have a mobile- friendly website, do your campaigns take full advantage of the devices your potential customers are using? Read More
Pinterest has been one of the fastest growing Social Media communities in 2012 and doesn't seem to be slowing down in its popularity anytime soon. For those who are unfamiliar with the site, Pinterest allows users and brands to post "pins" (image and video content) and organize these pins by placing them in "boards." Other users can like, repin, or comment within these boards and pins. When posting, users link to the original source of the pin. Users can also follow other users' profiles. Read More
In February, Apple announced that it made a $50 million acquisition of Chomp, a search engine for mobile apps. That news wouldn't mean much to most people, except as an SEO veteran, I tend to see search opportunities everywhere I look. Back in 2010, Steve Jobs said that...on a mobile device search hasn't happened. Search is not where it's at; people are not searching on a mobile device like they do on the desktop." I've always disagreed with that notion; as search is the most efficient way to connect users with their wants and needs. With Apple now celebrating the 25 billionth download from the App store, and an inventory of over 500,000 apps, they are discovering that finding the right app can be a challenge. Read More
In the column, "Your Social Media Strategy Must Go Beyond Twitter Followers and Facebook Likes," I extolled (thank you, Word-of-the-Day calendar) Dunkin' Donuts for its exemplary use of Twitter in turning my negative customer experience into a net positive. Even though I probably would have continued to patronize them, let's instead say that their thoughtful tweet saved them my business - which we'll estimate at roughly $300 in delicious coffee per year. Read More
Google recently updated its algorithm and "fresh" content is one of its key areas of focus. Designed to show more current, relevant results, the update potentially rewards websites that have new, recently added content with higher rankings. This impact of this new "freshness" algorithm is significant, affecting about 35% of queries. Read More
The convergence of SEO and Social Media is likely to heat up in 2012. It has been slightly more than a year since Google and Bing publicly started to take into account social media as a ranking signal. The ultimate goal of the search engines is to find the best answer to a user's query with the fewest clicks, in the shortest amount of time. Read More
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