Cross-channel marketing: why you shouldn’t put all your eggs in the Google basket

30-second summary: Very few SMBs use multiple channels for their online advertising Facebook is the most effective channel based on the cost for CPM and CPC It’s important to remember that every business is unique when it comes to deciding on budget allocation For any business in the software as a service (SaaS) space, data analysis and science are crucial to ensure they keep pushing ahead to reveal those insights that can really make a difference. With this in mind, the Cambridge MBA team looked to leverage Adzooma’s extensive data to identify new ways for SMBs to maximize their ad spend with cross-channel marketing.

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Cross-channel marketing: why you shouldn’t put all your eggs in the Google basket

A marketer’s guide to Core Web Vitals and page experience

30-second summary: Google has always placed its emphasis on the user experience Core web vitals (CWV) and the Page Experience Update are part of that evolution Sites that already recognize the importance of fast loading times and exceptional UX are best positioned to benefit The prospect of having searchers warned off from clicking on your organic listings is real Optimizing user experience makes for a more delightful web experience for all. Back in May 2020, Google announced a major Page Experience Update was on the horizon, based on information taken from internal studies and industry research that demonstrates how users prefer sites with a great page experience. This new set of search ranking signals incorporates user experience metrics including mobile-friendliness, safe browsing, SSL certification, and intrusive interstitials, as well as Core Web Vitals.

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A marketer’s guide to Core Web Vitals and page experience

Turning reviews into opportunities for reputation and SEO impact

30-second summary: Reviews are absolutely crucial to a business’s success and need to be acknowledged. Engagement with consumers will positively benefit your business and bring in more reviews in the future. Staying honest with your reviews will pay off in the long run

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Turning reviews into opportunities for reputation and SEO impact

Word of advice on exactly what to expect from SEO in 2020

Between 2010-2015 the SEO industry went from being seen as a shady backroom box of tricks to a leading and essential marketing channel, driven by data, trends and user behavior statistics. With ongoing changes Google kept SEO agencies, freelancers and internal teams on their toes by releasing update after update to hone and shape not only what they want search results to look like, but how they want us to act and work within them. This included the once-famed Penguin Update, aimed at webspam and link building practices, supposedly impacted around 0.1% of searches when originally launched, but went on to shape the importance of positive link building, utilization of tools and data and birthed job roles around SEO content strategy while strengthening the importance of content marketing

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Word of advice on exactly what to expect from SEO in 2020

Why we should stop using DA to measure influencers

Whether you’re an SEO, PR or a website owner, it’s highly likely you’ve come across DA (Domain Authority). The metric, created by  industry-leading platform Moz , was designed to help search marketers understand the value of a domain, at a glance and compare it with others in the same industry or niche.

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Why we should stop using DA to measure influencers

SEO for web designers: What you should know

A great website is a powerful combination of quality content, appropriate web design, ample SEO efforts , and marketing. Web design and SEO go hand-in-hand, and both play a part in developing an SEO-optimized website. This further lays emphasis on the major role played by web designers in building the entire website and its online reputation as well

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SEO for web designers: What you should know

The evolution of search: succeeding in today’s digital ecosystem – part 2

In the first part of our discussion on the evolution of search, we looked at the change in customer behaviors, which has led to a struggle between search engines and apps to remain relevant. We also started to dissect key parts of the new digital ecosystem, looking in detail at the most obvious manifestation of these indirect answers, the information that powers these, and the change in mindset required to capitalize on the opportunities direct answers present.

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The evolution of search: succeeding in today’s digital ecosystem – part 2