As the web has evolved, so have search engines. Back in 1999 when I began my career in online marketing, search engines used page content and Meta tags to determine relevancy. Google changed all of that when they launched their PageRank algorithm, which determined popularity based on the number and quality of inbound links. For [...]
Google understands that great writers create create content. This notion, however, had not been factored into Google’s infamous algorithm until the recent introduction of Author Rank. What is Author Rank? Author Rank is a new aspect of Google’s search algorithm that will score online content creators. Similar to SEO rankings for sites and pages, authors [...]
Content marketing has quickly established itself as a crucial component of SEO, demand gen, and community-building, particularly for B2B marketers. Great content, though it’s not easy to create, is one of the most effective ways of driving highly qualified traffic to your site. Once you’ve built a readership for your content, the next step is [...]
As digital marketers, we have the ability to stay in front of the right audiences online. Innovations in ad technology allow for us to connect with past, current, and prospective customers in multiple ways across the web. The practice of retargeting, serving display ads to people who have previously engaged with your brand, is a [...]
One of the primary advantages digital advertising has over traditional media is the ability to directly attribute sales to ad impressions. Digital attribution is far from a perfect science, but online ads can be connected directly to revenue. In television or print, that level of attribution is still virtually impossible, despite big steps in the [...]
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