New To Internet Marketing In Lynchburg VA? You Have To Read This!

Anyone who has a business or is thinking of starting one, Online marketing can be a great way to achieve your goals. There is, of course, tons of information available on this topic. The hard part is deciding what information to use. Here are some Web marketing tips for you.

Consider various methods of advertising for your website. Free or inexpensive ways to do so include commenting on blogs, hanging posters in local establishments, and making good use of social networking sites. There are a number of different ways to get visitors to check out your site. It’s important to be creative.

To convince your audience before they buy the product, send them to a content page that presents content about the product such as a video. When you do this, people can feel more comfortable about buying any item. Willingly giving out in-depth information about your products shows that you want your customers to make an informed decision.

The Google PageRank of your website could be boosted by administering a temporary promotional campaign. If you find a suitable deal, consider purchasing PageRank, as it will offer your site to be linked with special deals and consumer news. Another example of this would be a retailer that relies on sales of loss leader merchandise to generate profit.

Split Test

To increase your income, you must generate more subscribers. A split test can help you determine which methods earn you more subscribers. A split test is when you show one version of your site to one group of people, and another version of your site to other people. You then decide which version is best by looking at how many people subscribed.

Provide something really unique on your website. This can drive a great deal of traffic towards your site as people search for this unique niche. By having one unique product, you will be able to offer many products in addition to your one unique product.

When it comes to Internet marketing, it is important to watch what your competition is doing. Every business has its competitors, and you need to be aware of yours.

Promote your business through other popular sites online. It’s not free, but it is a sound investment if you pick the right venue. A website that has a steady, high volume of traffic can expose your ads to a limitless number of people, every one of whom is a potential buyer.

Building a squeeze page is one tactic for building your contact list. Squeeze pages prompt visitors to provide their email. You might offer a promotional item as a freebie in exchange for their contact information. That way, they get something nice at no charge and you get to add them to your list.

When used correctly, website marketing can be an incredibly effective form of marketing. By integrating the tips mentioned here into your online marketing plan, you have the potential to grow your online business earnings substantially over time.

One method for getting new customers is setting up a landing page that allows users to opt-in. A squeeze page is a smart way to encourage visitors to provide their email address. You should offer them a promo item as an exchange for the email address. That’s the best way to ensure that your list will rapidly grow.

You will benefit from learning more about SEO in Lynchburg VA. This article will help boost your chances for success. You can be successful sooner than you think if you keep growing in your knowledge about SEO in Lynchburg VA.

Web Marketing Can Be Rewarding By Following These Steps

Not surprising to most, but Web marketing is tough work. It’s also work that you need to approach effectively in order to reap the true financial rewards. You don’t want to exert effort if you don’t know what you’re doing. The tips listed here will get you going in the right direction.

Try to make a subtle, non-flashy website. You will have around five seconds to bring their attention to your website. If it takes longer than this, they will move on to the next one.

Your affiliate marketing can be in places other than the internet. Hosting a conference with other Internet business owners can be helpful. You can improve a community feeling this way, making bloggers want to write all about your product or service.

You can improve your site’s PageRank through short-term promotions. You can purchase page rank and other consumer sites will use you as an affiliate. This is similar to a store selling a loss leader item to turn a profit later.

Make sure you have at least one unique thing on your site. This can attract a lot of individuals to your site. The users will then likely look at your other products, bringing legitimacy to your site and therefore improving your page rank.

Incorporate Twitter, Facebook and other social media outlets into your online marketing efforts. They help you keep in touch with customers and provide an easy way to advertise. However, beware of being overly promotional in your comments and tweets. Instead, be sure to provide your readers with posts that are helpful and insightful.

Search Engines

It is a good idea to keep contact information for your customers. You can create a mailing list by including a contact form on your website or simply requesting their contact information when they purchase something. Once you have the mailing list, you can send out information about sales, promote certain items or even solicit feedback from customers.

Try to minimize the use of AJAX and Flash so customers are not overwhelmed or bombarded with them on your site. These may make your site appear fun and interactive, but they do not help search engines index your site, and no search engines means no visitors. If you are using flash, do not go overboard or ad keywords.

Make sure you have a good way to keep site statistics. Take note of your sales, referrals and where all of your website traffic is coming from. Measure whatever you can. Detailed statistics can help you to devise your plan for the future and see where you are lacking.

Here’s a tip for your internet promotion efforts. Make sure that your customers know that the site is secure and that you will not spam their inbox. All of your pages should include the privacy policy for people to view. Doing this will reassure your customers that the money they spend will be handled with care. Assure them that their identity is safe on your website.

Create an FAQ page to help out your Internet marketing endeavors. To address each question or concern, offer thoughtful responses, and also be sure to mention some products that you have for sale as solutions. Write your questions with this in mind, giving yourself the subtle opportunity to promote your wares.

If you can create an Ezine, it can be a great tool to get subscribers and market your company. Use pictures of your family to add personality. In addition, include short, funny sidelines regarding your life or your employees. When you use a title that sparks their interest, they will be more likely to click!

Always do your best not to spam. Although it might seem easy to promote your site using software that crawls the web and fires off comments and e-mails, you probably won’t be very successful at all. In fact, your lack of personal touch in advertising will likely turn people off of your message and make them bitter instead of interested.

As you’ve read, it’s vital to put any effort into Internet promotion campaign that has you heading in the correct direction with it. Having this advice will help you start making your hard work bring in some cash.

To promote your product to the audience before the sale, introduce them to a page that is specifically about the merchandise, like a video. This will give them more information and they will be better able to decide if they should purchase the product. A well written and interesting content page about your product will entice your potential customer to make a purchase without any high pressure sales tactics.

A lot of people wish to figure out Search Engine Optimization in Lynchburg VA, but have a little trouble fully understanding them. Luckily, this piece includes all you require to move forward successfully. Now put what you have read in this article to use.

Make Search Engines Want You: SEO Advice That Gets Your Site Noticed

One of the most crucial points is to ensure that the website uses correct SEO techniques. Take the time to understand how search engine optimization ensures that popular search engines place you on the top of the list for potential customers who are looking for your services. Keep reading for more valuable information.

If you are using SEO, take the time to ensure that the code on your site is well written. If your code is messy, search engines may not be able to index it. If the Flash content is not indexed then your content won’t be indexed.

Be aware that additional advertising won’t have a real effect on your SEO. Sure, advertising can mean more visitors, but that doesn’t immediately equate to better page ranking.

Keywords that best identify your business should be prominent in your domain name. A website needs to be easy to access if you want it to see the most traffic that you can. Your website visitors will come from a variety of sources. It may be advertising or it may be from a random online search.

Anchor Text

TIP! Header tags are quite important. Use CSS to alter the size if your header is too big.

The correct anchor text is very important when linking internally on your website. Just typing “click here” followed by linking to that term, will not help your search rankings. To draw attention from search engine spiders, maximize keyword usage in your anchor text.

Look at the source code of people that compete with you. This will let you see how they are using SEO on their own website, and what keywords they are using. Though you may not want to copy what they are doing, you might be able to get some useful ideas.

If you want to increase traffic to your website, you should first look at your content, and focus on improving it. People do not spend time on websites they can’t find their way around.

TIP! A product feed can help bring more traffic, broaden your customer demographics, and increase your presence online. Product feeds list details such as images, descriptions and prices about the products and services you offer.

Keep each page of your site focused on a single topic. Don’t try promoting every product in one post or article. This will cause your customer to leave the page. Each page should be focused on one product or sales effort.

Site Map

Use a site map so that search engines can easier index your pages. Visitors and search engines alike use the site map, sometimes called a navigation bar, makes it easier to find the pages on your site. Although you may have a small website, you can use a site map to have a bigger effect on search engine ranks.

TIP! Avoid using Flash on websites you want to perform SEO on. Flash has long loading times and is not able to be read by the search engine crawlers, so any text in your Flash files is not going to be indexed.

Learning about social media marketing and utilizing the different platforms available really helps you with search engine optimization. Go beyond Twitter and Facebook. Lots of social sites are geared toward special interests or constituencies. It’s a good idea to join up for each one that has anything to do with your particular product or service in order to help increase your SEO.

There’s a lot to search engine optimization, but as was stated earlier in the article, it’s absolutely essential to make sure your website gets the business it deserves. Make sure to apply these techniques to your website, as soon as possible, so that you can start getting more customers and more profits.

You will not be successful when it comes to Lynchburg Search Engine Optimization until you learn more on this topic. Start by learning as much as you can. Utilize the advice contained in this article, and you will certainly be successful.

How Does Search Engine Optimization Work For You?

So, you have decided to use SEO to enhance your website’s visibility. That is a great thing! But, since there is so very much to learn, you might wonder how to get started. There’s no need for you to worry, the tips you might need are right here. The expert tips below will give you a great start.

The correct density of keywords is essential in SEO work. To avoid this from happening, keep the total number of keywords on a certain page under 20%.

TIP! If you are making an effort in search engine optimization, each page on your site should incorporate meta-description tags. Description tags provide a good value to you, as it will be used to blurb about your site or page on search engine results.

When selecting your domain name you need to ensure that it includes your main keywords or phrase. The website needs to be easily located by anyone who is searching for it. Your website visitors will come from a variety of sources. It may be advertising or it may be from a random online search.

You need to stay patient as you try to boost your SEO. Change takes time, and this will not happen instantly. Do not be surprised if it takes several months for noticeable changes to occur if you are starting with a fairly new site. Just as with an offline business, the reputation of a cyber business takes time to enhance.

Look at competitors’ sites’ source codes. This lets you see how the SEO strategies on their websites and which keywords they’re using. You don’t want to copy their methods but use them as a model to develop your own.

Search Engines

Search engines may have difficulty understand dynamic language and session ID names. Keep this in mind when you create your URLs. Search engines get confused with irregular names, so you will want to create something that is meaningful for every URL, along with relevant keywords that flow naturally.

Only focus on one topic for each page. Avoid trying to get all your product info into a solitary post or article. This is going to be confusing to the customer and not good for search engine optimization purposes. You will see more success when each page has a separate focus.

Your search visibility raises if you blog on your site. Then, more visitors will visit your website.

While proofreading is often overlooked, it’s vital to the quality and respectability of all websites. Make sure that your website’s content can be clearly understood by your audience and by the search engines. When you have mistakes in your content, search engines will skip over you.

To give SEO a great boost, whenever possible use off-site links to quality content. This is crucial in terms of your link usage. Search engines give more weight to relevant off-site linking than to internal links to a site’s own pages. Look for options that offer linking opportunities to go back to your page, so your ranking and your traffic can increase.

Business Bureau

To get better search engine optimization, join the Better Business Bureau and your local Chamber of Commerce. This can increase your relevance with searches that are local because these organizations automatically link to your website. Additionally, a good Better Business Bureau rating will increase the trust you receive from your prospective customers.

Now you know all about SEO and how it can help you succeed. That was a lot to think and read through, but at least you should have an idea of what to do and where to begin with the SEO of your site. Besides, you can look over this information again if need be.

A number of people would like to learn more about Lynchburg SEO, but not everyone knows where they should look. Luckily, the following article has some great information to help you get started. Now you can put the various things that have been gone over here to good use.

Tips To Help Market Your Business Online

Sometimes, we come up with ideas that would make a great business. The Internet gives you that opportunity. You can make a profit with the right marketing techniques, which can build your business and give it sustainability. If you need some help along the way, make sure you follow these tips.

Keep focused and have goals when you first start working with online marketing. Don’t give up before you see success. Just think about the success that you could be missing by mere days if you give up. To be successful with an online business, you have to pay attention to details and take the task very seriously. This may take a lot of hard work. Keep your focus on your end result and realize that your hard work will pay off.

Use AJAX and Flash sparingly. It may be aesthetically pleasing, but it will not add additional search engine results. If you must use Flash, use them sparingly and add keywords and navigation links on the pages with Flash.

Effective Internet marketing requires you to make the most of all developments in the fields of business and technology. A company that fails to take advantage of the newest technology and trends may not appear competent or credible in the eyes of prospective customers. Some of your customers will appreciate the efforts that your company makes in dealing with new technology and ideas and will hold your company and products in high regard.

Be as content focused and through as you can when you create a website. Your goal is to tell your customers what they need to know about the products they’re looking at in as few words as possible. Crowding your page or making it complicated to use will turn customers away.

Start small when you are first setting out with marketing your product or service on a new website. A search engine might overlook a site with too many indexed pages; while limiting your indexed pages could make you more visible with regards to the search engines.

Here’s a tip for your online marketing efforts. Make your customers comfortable on your website by assuring them of their privacy. Add an explanation of your privacy policy provisions near the top of the website. This will give your customers assurance that their money transactions will be handled properly. When they purchase from you, however, ensure that you follow through and protect their details properly from hackers.

Before even thinking about getting your website ranked, you must put together a well-planned, organized site. This needs to be the beginning step for anyone who is creating an online business. Try to make your website as functional and streamlined as possible. If you do this at the beginning, you will have an easier time making changes to it in the future.

As stated previously, the ultimate goal of any business should be longevity. Ongoing success is the actual measure of success, whether your business is small or even if we’re speaking about a Fortune 500 corporation. Utilize these tips to help grow your business.

Knowledge is key as you start on a journey. If you want to succeed with the subject of Lynchburg Search Engine Optimization, it’s vital that you learn all the ins and outs of the subject. Use the tips you just read to help your experience be more successful.

Turn Your Site Into A Rankings Rocket With This Advice

Navigating the World Wide Web is like trying to figure out a maze. There are so many paths to better rankings and so many of them look deceptively similar. however if you are patient enough, and observant enough, you can make your way through the maze. There are some useful tips for this in this article.

Do not fall into thniking advertising can boost your ranking for search engines. Putting ads on other sites will bring you more traffic and thus, money. However, it does not help with ratings.

TIP! In order to use search engine optimization to increase your visibility, your website must be well coded. JavaScript can be messy making it difficult for spiders to index your site.

After determining the optimal keywords for your website, get them into your page’s title. Your title should be relevant, it will be the first impression that you leave with users who may or may not visit your site. This helps make sure that your site matches the users’ searches, giving you more clicks.

To increase your search engine ranking, include written transcripts of any audio and video content on your site. This can make it easier for search engines to find your content in searches.

Your website should be accessible to a wide variety of audiences. Obviously you want to obtain higher rankings so your website has to be simple, clear and easy to use. Functions that allow bold, enlarged fonts should also be used to attract the reader’s eyes. It is important to make sure your site is both user-friendly and search engine ready.

TIP! You should make sure that you are using SEO style writing, so that you will be improving your ranking in the search engines. To do this, simply use your keywords throughout your writing, as much as you can, and still make it flow.

Always try and generate new content as often as you can. Set a weekly goal, and no matter the size remain with it. Your site will be much more relevant to search engines if you regularly create original content. If your website is constantly being updated with new information, you will find it will result in a higher rank.

Ensure that you register your website with the top search engines. Some people may mistakenly think that this automatically happens. Check to see if your site is on there each month. Even if you are pages deep in the results, you need to know that it is finding you at some point.

Increasing your ranking on search engines will allow your regular customers to access your site. This fact gets overlooked by more than a few companies.

TIP! Incorporate one or two of your keywords into your domain name. The website needs to be easily located by anyone who is searching for it.

Social media sites are extremely popular, and you should utilize them as much as possible. Both Facebook and Twitter are great for interacting with customers, while YouTube is perfect for product demonstrations and other videos.

Search Engine

The parameters and indexing traits sought out by search engine algorithms have a specific purpose in the indexing of websites. Clear commands and search parameters often improve the functionality of any nascent search engine.

TIP! You need to stay patient as you try to boost your SEO. Huge amounts of traffic and major changes will not happen in one night.

Have patience with your search engine optimization efforts. You may become worried when you don’t see instantaneous results. You must understand that creating a solid web presence requires hard work and dedication. It is important to stick with the process, even when it seems like nothing is happening with your site. Over time, if you have dedication, you will see your site rise in the search engine rankings.

Use search engines to help you gain additional traffic to your site. If your site is spider friendly, you’ll get better search engine results. Tagging all images you use with keywords and text is the best way to guarantee that the search engine spiders track it. It is beneficial to use descriptions that are rich in keywords.

If you decide to use a SEO company to promote your website, make sure you ask the right questions before making a commitment. Determine how knowledgeable the company is about your industry, what kind of SEO techniques they employ, when you can expect to see results and how much it will cost. In addition, ask if you can view a portfolio of some of their completed projects, and request contact information for references. Any company that is trustworthy will be glad to share that information with you.

TIP! You should purchase a relevant domain name that will easily stick in people’s heads. This information will help YouTube users access your site.

By adding fresh, updated material, you are increasing the likelihood that search engine bots will notice your site. Furthermore, articles that are well-written are likely to be shared with others. The people who have linked to your content are likely to come back to read more, and their friends will come with them!

Now is the time to put some effort into implementing these suggestions. Make sure to be patient, and you will get the results you are looking for.

If you are just starting out with Lynchburg Search Engine Optimization, you need to learn as much as possible. So before you begin getting involved with the topic of Lynchburg Search Engine Optimization, learn all that you can about them. This article will give you the platform that you will need to take off.

What We Learned in 2015: Your Favorite Experts Share

What We Learned in 2015: Your Favorite Experts Share was originally published on BruceClay.com, home of expert search engine optimization tips.

If you could share a New Year’s toast with anyone in digital marketing, who would you wax poetic with? Year’s end is a romantic time for remembering the people who touched your heart and mind, the lessons you learned, sometimes the hard way, and the promises you want to make to yourself as you internalize those lessons. Wow, that was super sappy. A romantic time of year, right?

Collectively, BCI celebrated many exciting milestones, including the release of a free crowdsourced disavow files management tool, the acquisition of two shiny new VPs, and nine straight years as an INC 5000 company. Building on these achievements, we expect great things from 2016.

On an individual level, there are those among us who still sense room for growth and, to that end, invite the wisdom of those we admire. And so we asked those whom we respect to share their lessons and resolutions with the search and social marketing community. We asked some of our favorite experts in digital marketing to answer one or both of these questions:

  1. What’s one thing you learned in 2015?
  2. What’s your resolution for 2016?

Read what Neil Patel, Lisa Barone, Larry Kim, Joanna Lord, Tim Ash, Michelle Robbins, Eric Enge, Mike King, Lisa Buyer, David Amerland, Cindy Krum, Dr. Pete and many more digital marketing industry darlings had to share.

Larry Kim

Founder and CTO, WordStream
@LarryKim

This year my kid (#ppckid) turned 1 so I’ve been learning a lot about sacrifice and love and getting a different perspective on work and life. Next year in terms of work, I’m going to focus more time and energy on learning mobile apps, online video, and Facebook/Instagram ads.

Larry Kim 2015 lessons

In 2015, Larry Kim was named the Search Personality of the Year at both the Landy Awards and U.S. Search Awards.

Casie Gillette

Director of Online Marketing, KoMarketing
@casieg

What’s one thing you learned in 2015?

Honestly, I think the biggest thing I’ve learned this year is how much faster changes are happening in search. It’s always felt as if we’d hear about changes and a year or two later we’d start to see them in results. Now it feels like we hear about changes and they’ve already happened. It’s pretty crazy! But as always, it certainly makes our jobs more interesting.

What’s your resolution for 2016?

I’d love to tell you I have some amazing resolution but sadly I’m not that cool. One thing I am focusing on in 2016 that combines both personal and professional life, is to become a better speaker/presenter. I watch people like Wil Reynolds control the stage so damn well and it makes me want to work harder on every one I give.

Casie Gillette 2015 lessons

Ian Lurie

Founder and CEO, Portent Inc.
@portentint


#newyears resolution from @portentint “Take less stress home. More puppy breaks.” #ditto
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What’s one thing you learned in 2015?

At work: The CEO must NOT think out loud. People may interpret sarcasm as truth. Mayhem results.

At home: My family is awesome. I hope this doesn’t sound corny. This year had some of my lowest and highest moments as a CEO and a human being. They kept me going by maintaining mood and routine through it all.

What’s your resolution for 2016?

At work: Spend more time with my team while they do their thing, as opposed to meetings in my office. No micromanagement! Just be available to answer questions, in person.

At home: Take less stress home. More puppy breaks.

Andy Crestodina

Strategic Director, Orbit Media Studios
@crestodina

What’s one thing you learned in 2015?

I’ve always known that building your network is important. But this year taught me the value of networking for marketers. The quality of your content is all important, but the quality of your network is a close second.

I’m not talking about the size of your following. Long before 2015, I knew that large followings aren’t as useful as they look. I’m talking about high-value relationships. People who can really help and are excited to do so. Why? Because they’re my friends. Because I want to help them just as badly.

Collaboration is the key to both content creation and content promotion!

I’ve gotten more done, more efficiently and had more fun doing it, by collaborating with other marketers. It was a year filled with lunches, phone calls, events, mastermind groups, slack boards and office hours.

I’ve made people the priority. I meet with and talk to other marketers every single day, and it’s done wonders for our business, my career and my personal life.


I’m with Andy. “In 2016 I’m going to pick up the phone, smile and dial #outboundmarketing”…
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What’s your resolution for 2016?

I’m going to do outbound. It sounds crazy for someone who has focused on content marketing for the last eight years, but it’s time.

There’s a ceiling to search. You’ll never get more visitors than the total volume of search for your targeted phrases. What about all the wonderful companies I’d like to work with who aren’t searching and aren’t on our list? How can I connect with them?

I’m going to pick up the phone, smile and dial.

Of course, content and teaching will still be a big part of the plan. I’m not going to become a telemarketer, cold calling with a sales pitch. I’m going to call people and invite them to come to one of our events. I’ll offer to help them with search marketing and content strategy. I’ll offer to help set up their Analytics and make better decisions through data. The call will just be the beginning of a long process of networking and building relevance. Our events and newsletter will be critical parts of that process.

I’m ready to do outbound. You can only catch so many fish with a net! I’m going to hunt with a spear …

Andy Crestodina 2016 resolutions

Robert Ramirez

SEO Manager at Bruce Clay, Inc.
@Ramirez_Robert

2015 reinforced a shift in search engine optimization that has been in the works for several years now; that SEO recommendations that don’t improve the quality and usability of a site rarely lead to long-term wins. If you are making recommendations to chase keyword rankings without considering the overall quality of your site and fulfilling the intent of your visitor you are in for a lot of heartache.

My resolution for 2016 is to be more present in the moments of my life. While I know that my nature as a worrier will likely not change anytime soon, I tend to let my preoccupation with what could be get in the way of my focus & enjoyment of what is. It’s a distraction that I hope to remove from my professional and personal life in 2016.


RT if you want to be more #present in #2016, like #SEO @Ramirez_Robert
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Joanna Lord

Vice President of Marketing, Porch
JoannaLord.com


Top 2015 lesson: It’s all about the people -@joannalord
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Every year brings a lesson and 2015’s top lesson for me was “it’s all about the people.” I spent a lot of time this year both professionally and personally reflecting on the people in my life and how thankful I am for them. This industry, our teams, our friends and family — they really are everything. Anything else is just a side note … It’s all about the people.

Joanna Lord 2015 lessons

Eric Enge

Founder and CEO, Stone Temple Consulting
@stonetemple

What’s one thing you learned in 2015?

On a digital marketing level, one of the great things I learned about is that Google’s featured snippets represent a new type of SEO opportunity. Basically, optimize your page in the right way, and you might be able to get a featured snippet result, and that can get you a big lift in SEO traffic for that page.

You can read more about this in an article I published recently on Jay Baer’s site called How Rich Answers Provide a New Approach to SEO.

On another note, we saw tremendous growth at Stone Temple Consulting in 2015, and it really provided a strong reminder just how important the people you have in the company are. We have an amazing team here, and I’m proud of each and every one of them.


#2016 #newyears resolution from @stonetemple: Get into advanced math. “Machine learning is here to…
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What’s your resolution for 2016?

I’m going to go back to my roots for a bit. I’m actively digging into machine learning, and that’s causing me to start making use of advanced math again, which is something that I’ve not done in a long while. It’s a great deal of fun!

The reason I’m doing it is that machine learning is become quite real. Google is using is in their RankBrain algorithm, Facebook is using it to develop computer vision, and many others are making real advances with it as well.

Machine learning is here to stay!

Mindy Weinstein

Director of Training, Bruce Clay, Inc.
@MindyDWeinstein

What I learned personally in 2015 is that there is no reason to delay achieving your major life goals. I took the plunge this year and decided to continue my education—it’s hard work (and admittedly I sleep less), but it feels amazing knowing I am accomplishing something that I have always wanted to do. The same life lesson applies in business too. I plan to keep this thought in mind as we head to 2016. Cheers to the New Year!

Mark Traphagen

Senior Director of Online Marketing, Stone Temple Consulting
@marktraphagen

What’s one thing you learned in 2015?

One thing I learned in 2015 was really more of a confirmation of something I already believed: content marketing is not for the lazy or faint of heart. It really is more than ever a matter of “be all in or get out of the game.” Half-hearted, churned out content-for-content’s sake not only doesn’t cut it any more, it can actually be detrimental to your brand, as consumers become more accustomed to getting ultra high quality, extremely useful content from others.

If you’re going to be in the content game, you should be prepared to invest significant assets into it. That might be a bitter pill for many businesses, but the good news is that those willing to make the investment are reaping huge rewards, especially as search engines and social media outlets are getting a lot choosier about the content they push.


#2016 reolution from @marktraphagen: “be more data informed.” #ditto
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What’s your resolution for 2016?

My resolution for 2016 is to be more data informed. While I don’t believe that data and metrics ever show the whole picture, I’m sure that without them I’m missing many opportunities. In my position directing the marketing efforts of Stone Temple Consulting, I have to have good information about what is working for us and what isn’t. So in the coming year I’m dedicating myself to increasing my knowledge of how to use analytics and other data tools so I can do a better job of setting intelligent direction for my team.

Kelsey Jones

Executive Editor, Search Engine Journal
@wonderwall7

For the last few years, I’ve been both preaching and reading about quality over quantity when it comes to content. However, this year, I’ve been blown away by the content I’ve found and read online. Some articles on Medium or This. are the best pieces of writing I’ve read for years, yet I seem to discover them every day. As a writer (and editor), this makes me so happy. Amazing content has finally found a home on the web (instead of poor writers pitching newspapers and magazines for years, waiting for editors to recognize their gifts).

This is a valuable opportunity as writers, editors, and marketers, and we shouldn’t waste it. This has inspired me to expect more from our contributors at Search Engine Journal and more from myself. Why write a simple post about Facebook, when you can do a 1,900 word post with 12 case studies of real companies that did something extraordinary, giving readers actionable steps from these real examples?

So, for 2016, I will continue to be a passionate advocate for amazing content that gives you goosebumps, and I hope you all do the same!

Kelsey Jones 2016 resolutions

Mike King

Founder, iPullRank
@iPullRank

This year really reinforced the value of client relationships, building redundancy within client teams and making sure to truly spend the time it takes to make the bond strong between our teams. You can do the best work in the world, but it doesn’t matter if you don’t have the right people talking to the right people on a regular basis.

I don’t really believe in resolutions. I find it irrational to think that a new year means we have a magical opportunity to be different. You can decide to be different right now, so why not do it … right now? So my goal right now comes out of a conversation that I had with Casey Henry at HubSpot. We were talking about how agency people are generally not good at execution. I think we’ve got the Strategy thing locked up, and we do execution pretty well, especially given our size, but I want us to become the best there is at executing.

Mike King 2015 lessons

Bill Slawski

Founder, SEO by the Sea
@bill_slawski

One thing I learned in 2015 was how much Google seems to like structured data. Link-based query results seem to be giving way to knowledge panels and question-answers and snippets that are filled with facts. How a website or entity is represented in search results is undergoing a transformation from the days of 10 blue links. Learning about ontologies that express the nature of and properties of entities and how different entities are related is a new way to think about what websites or webpages might be about; and an important change. Being able to perform entity audits for a site is something new that may become as important as keyword research.


#2016 resolution from @bill_slawski: perform entity audits; they may become as important as keyword…
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My resolution for 2016 is to transform how I think about entities on the Web to improve how a Google or a Bing or Yahoo might connect information about those and index them, and represent them within search results.

Lisa Buyer

Founder, The Buyer Group
@lisabuyer

What’s one thing you learned in 2015?

When used in excess, social media (for business and personal) can cause temporary insanity, burnout and unnecessary stress.


2016 #newyears resolution from @lisabuyer: advocate positivity, productivity, mindfulness &…
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What’s your resolution for 2016?

Be the change I want to see in the social media world by advocating positivity, productivity, mindfulness and balanced best practices in business.

Lisa Buyer 2015 lessons

Jim Yu

Founder and CEO, BrightEdge
@jimyu

What’s one thing you learned in 2015?

2015 was the year that content marketing hit a production versus performance tipping point.

One in six enterprise organizations now spend over $10 million annually on content marketing (source CMI). However, the massive volume of digital content being produced — such as blog posts, whitepapers, images and videos — has actually fragmented consumer attention.

Organic search has been proven to be the largest driver of website traffic to businesses and engagement the key to unlocking content performance success. In fact, according to BrightEdge proprietary research, for B2C industries, only 1 in 5 pieces of content from brands is engaged with. For B2B industries target audiences engage with only half of branded content.


2015 #contentmarketing lesson from @jimyu: only 1 in 5 pieces of content from brands is engaged with
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What’s your resolution for 2016?

My goal for 2016 is to continue to help marketers, business leaders and the community build successful business through increasing revenue from their search, content and digital marketing programs.

In 2016 businesses, across multiple industries and of all sizes, will demand to see return from their content marketing investments. I will be spending lots of time with business leaders and marketers helping them rise above the clutter of the web. In 2016 it is imperative that marketers effectively target demand, optimize content and measure the results. Determining what really drives intelligent content performance in 2016 will allow brands to run their digital content marketing programs by the numbers.

You can read more on content performance marketing research and best practice, complementary to download:
https://www.brightedge.com/resources/white-papers/a-new-era-of-content

Jim Yu 2016 resolutions

David Amerland

Author, Speaker, Analyst, DavidAmerland.com
@davidamerland

What did I learn in 2015? Fear can be paralyzing. I advise companies that make multi-million dollar decisions. Some of these have tens of thousands of staff spread across continents. The speed at which social media changes their target audience and the depth of internal change they need to undertake makes it difficult for them to move forward and a lot choose to actively move back, hoping that they will experience a rise in fortunes by simply redoubling the same, marketing efforts they used so effectively in the past. As a result we now have a halfway world where some companies are seizing the moment and are moving ahead experimenting with ways that will help humanize them and still maintain efficiencies of scale in their marketing, while others are returning to the top-down marketing practices they knew with a vengeance hoping that the minor cosmetic changes they are making will be sufficient to revive the value of their brand.


2016 #newyears resolution from @davidamerland: Be more patient. Find both fun and value in what I…
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My resolution for 2016 is to be more patient — I have always wanted things to move faster. Change to happen sooner. Business people to be braver. It ain’t happening. So I am rolling with the rollbacks and the slowdowns and simply making the most of it, trying to find both fun and value in what I do every step of the way.

Keri Morgret

Content Manager, Inbound.org
@kerimorgret

One thing I learned in 2015: Find or make your own tribe! As a new parent with no extended family nearby, and as a remote contractor, making a conscious effort to connect with my peers has become vital.

My 2016 resolution is to stay on top of both my personal and professional email inboxes.


“My 2016 resolution is to stay on top of both my personal and professional email inboxes.”…
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Neil Patel

NeilPatel.com

The one thing that really hit me in 2015 is that links aren’t everything. In the previous years when I built links to sites they would rank much more quickly than they did in 2014. It’s more important than ever that you diversify how you are growing your search traffic. From leveraging content marketing to creating free tools, you have to go above and beyond to rank well these days.


Digital marketing reality check from @NeilPatel: Links aren’t everything. Diversify how you grow…
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My resolution for 2016 is to focus on creating more free tools. Doing this should help me take away website visitors from my competitors.

Duane Forrester

VP, Organic Search Operations, Bruce Clay, Inc.
@duaneforrester

Learned:

It turns out that I am my own worst enemy. It’s easy to let our minds block us from moving forward, so choosing to do something you think might not be possible, only to realize you CAN accomplish it, is a solid way to reset your own expectations about yourself. For me this realization came after 3,000 miles in a motorcycle helmet touring the Pacific States this past summer. I knew it would be tough and I set bail-out spots along my entire route. I didn’t bail once. I went further, rode longer, saw more and experienced a wealth of richness as a result. It opened my eyes and reminded me to take risks, be daring, never say die and to get the heck over my fears.

Resolution for 2016:

#Nailit! Finish my third book, use my knowledge to help others and live a fuller life. It’ll be tough, but I can do it. My biggest focus is to talk myself around my own mental roadblocks. I can do it. I will do it.


2016 resolution: Talk myself around my own mental roadblocks. -@duaneforrester
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Pamela Lund

Pay-Per-Click Advertising Consultant, ThatPamChick.com

What’s one thing you learned in 2015?

In 2015 I learned, after happily working as a lone consultant for the last 8 years, that it’s nice to have someone on your team that you can teach what you know and learn what they know. I was lucky to have Akvile Harlow working with me this year and she has pushed me to be better while showing me that I have valuable knowledge to share with others. It’s easy as an independent consultant to get comfortable working completely on your own but having the right people on your team can help you grow more than you expect.

Pamela Lund 1

Ronell Smith

Digital Strategist, Moz
@RonellSmith

I learned that the content creation albatross exists primarily as a result of our desire to measure areas that won’t impact business in the short-term. My focus in ’16 will be on helping brands define the right goal line so they can produce content that crosses it with frequency.


2016 #newyears resolution from @ronellsmith: Help brands define the right goals
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Akvile Harlow

Digital marketing specialist, AkvileHarlow.com

What’s one thing you learned in 2015?

2015 has been a year of many firsts. It was my first full year since taking the leap to work for myself, and that in itself was an exciting journey plentiful in challenges, lessons, experiences, and accomplishments. While I learned a significant amount, the most valuable thing was expanding my horizons to learn more about business as a whole. While my expertise lies in marketing and advertising, it was interesting, useful, and important to educate myself about other areas such as business development and accounting.


Is public speaking improvement a 2016 #newyears resolution? @akvileharlow swears by Toastmasters
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What’s your resolution for 2016?

For quite some time, I’ve been looking to improve my story telling and public speaking abilities. In order to finally do so, I am kicking off the new year by starting this resolution one month early. As a brand new member of Toastmasters International, I’ve already found it to be incredibly worthwhile and look forward to making continual progress over the next few months. If public speaking is something that you too, are looking to improve upon, I highly recommend attending a meeting in your area. Not only will you learn how to subside your public speaking nerves, give better constructive criticism, and grow your vocabulary, your overall communication skills will advance.

Marty Weintraub

Founder, aimClear
@martyweintraub

What’s one thing you learned in 2015?

Social amplification, top of funnel paid psychographic visitors expressly for awareness and socialization, is obsolete. Future social paid organic social psychographic content amplification programs are NOW about near term attributable response and THEN retargeting nurture. Content marketing is for marketers that can’t sell on one touch + a retargeting hop.

What’s your resolution for 2016?

Personal growth, happiness, authenticity, love, peace, consistent exercise, greater empathy, patience, learning more about photography and joy. Happy New Year, ya’ll. <3


Personal growth, happiness, authenticity, love, peace, exercise, empathy, patience, photography,…
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Susan Esparza

Freelance Writer

I have a vague hatred of resolutions. (“If you hate resolutions, why didn’t you pick the other question?” Because I’m contrary, that’s why.) Four years down the line from stepping away from SEO, I still firmly believe that “Your priorities are the things you do, not the things you say you’ll do.” (http://outspokenmedia.com/seo/when-good-enough-isnt-why-im-leaving-seo/) Resolutions are pie crust promises unless they’re borne out in action. So my resolution, if a resolution I must have, is a continuation of what I’ve been doing since 2011, adjusting my life to my priorities, not to my fears.

Susan Esparza resolutions

Tim Ash

CEO, SiteTuners
@tim_ash

What’s one thing you learned in 2015?

The shift to millennials in the workforce will be a tidal wave, with 75% of the workforce coming from that group within ten years. Time to break out the plaid shirts, beards, and craft beer brewing kits … :) Joking aside, understanding their different values and online fluency was very helpful to designing many of our conversion rate optimization initiatives.

Lisa Barone

Director of Strategy, Overit
@lisabarone

My resolution for 2016 is to solve the problem instead of chasing the tactic. There are always new ideas as to what is the end-all, be-all to marketing. But becoming obsessed with the tactic — content, email, automation, SEO — will distract you, not drive you. Instead, be driven by solving the problem your customers/clients face, and doing whatever is best to help them find success, even if it’s not as sexy as what’s shiny right now. More solving, less chasing.

Also, to write. I always want to write more than I did the year before.


“Solve the proble instead of chasing the tactic” — that’s @LisaBarone’s #resolution for 2016.
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Jamie Smith

Co-founder, Engine Ready
@jamiesmithnow

In 2015 I learned to breathe and meditate which was a life changer.

In terms of search marketing, I learned that display and re-marketing are a must when done right and you no longer can survive with just SEARCH ads.

My resolution for 2016 is to spend less personal time on my phone or computer. My 2016 marketing resolution is to improve my skills around user experience, conversion optimization with an emphasis on mobile advertising.

Jamie Smith lessons

Cindy Krum

CEO, MobileMoxie
@Suzzicks

Learned: Don’t blindly trust experts. In my case, it was doctors. I had a major health episode, made worse by doctors at urgent care and an ER that sent me home and told me it was just the flu. Fast-forward to near death experience = it was not just the flu!

Resolution: Be a better boss and CEO. My company has been growing, and now I can’t just be good at SEO stuff. I have to cultivate new skills that are not as intuitive for me.

Cindy Krum 2016 resolutions

Jason Darrell

Chief Copywriter and Semantic Entity Alignment Consultant, SEOWorkers.com
@JasonD1888

Recap for 2015:
One of the biggest shifts in thinking this year is that we’re no longer just building web pages or posting to social. Rather, every time we publish, we are adding a semantic layer to our web presence.

As of now, we’re depositing those layers into Google’s Knowledge Base, helping to determine what we’re “known for.” The unknown quantity is how much Google is drawing on that base as a ranking factor today. Moreover, how important that data will be in and to the semantic web in the future.

Forecast for 2016:
2016 will be a time to take stock. Most of us acknowledge that structured data is the railroad upon which the semantic web runs. The reality is that not all clients can afford to buy the first class schema ticket.

I hope people come to realize that they (may) have all of the data they need in order for Google to rank them for relevant queries already. Yes, Rank Brain will help cut through the ambiguity. But we’re a way off realizing true AI yet.

Weaving answers to relevant questions in that content — in clear disambiguated copy — will become far more important than “keyword match.”

Again: Answer questions your customers are asking. Don’t try to keyword-match questions in your content. Google wants answers. Are we clear? Awesome.

SEOs should begin to look at existing content that business owners/webmasters have already published as their on-page starting point. Rewrite that first, rather than try to create new content in the same rambling, “conversational” keyword-match style, and they’ll see more relevant results sooner rather than later.


“Every time we publish, we are adding a semantic layer to our web presence.” — @JasonD1888 #SEO
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Alan Bleiweiss

Forensic SEO Consultant, AlanBleiweis.com

I learned in 2015 that app indexing and deep linking are going to become critical for many businesses in the coming year, and that sadly, very few people and agencies in our industry are doing much about it. That tool providers are, due to fiduciary reality, waiting “until it becomes more of a trend.” Which means site owners are going to struggle to “figure it all out,” and be left guessing whether what they are doing, if anything at all, is even working well.


“App Indexing and deep liking are going to become critical  in #2016” – @AlanBleiweiss
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Navah Berg

Digital Marketer, The Buyer Group
@Navahk

The most important thing I learned was recently (literally this week!), when Google shared its Search Quality Rating Guidelines for the first time, Duane Forrester said something very profound: “Be Useful” – Usefulness vs. Relevancy.

My resolution for 2016 is definitely going to focus on “usefulness.” Being more useful and serviceable will create an impact, not only at work but also in personal situations, giving more balance and optimizing effectiveness in this ever-evolving Social PR world.

Navah Berg 2016 resolutions

Ammon Johns

Digital Marketing Specialist and SEO Pioneer, AmmonJohns.com
+Ammon Johns

A thing I learned in 2015 is that there are still too many companies worrying about Content, instead of Context. Every day I see post after post about how to create content, why to create content, or what types of content work best. All these posts have one thing in common — no matter how well they answer the question they set themselves, they are all completely useless, because it’s the wrong question.

Many companies including Google have already moved on to the fact that the right format of content is entirely dependent on context. Google’s knowledge boxes, voice search and contextual search show that they have been grappling with this change for a while.

There are times when all we want is a short answer, times when we want a deep treatise, and times when we want some of both. If a stranger at a bus stop asks me “Hey, what’s time?” he is probably just wanting me to tell him the current time. But if Stephen Hawking asks me “What’s time?” he’s probably setting up for a lecture, and wanting me to think about time itself rather than look at my watch. :)

The Internet contains quite a lot of people. They live in a wide variety of places, have a wide variety of interests, and so, obviously, the possible contexts for them making any particular search, or visiting any particular site, are almost limitless. The right amount, type, and even style of content is going to depend on the context.

For 2016: Websites need to be more user-oriented, more flexible, and allow users to more easily do what they want to do, rather than what we want them to do. This goes far beyond mere responsive design and should be high on the agenda for every company of every size.


.@Ammon_Johns’s #2015 lesson? To focus on context more than #content. #SEO
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Michelle Robbins

Vice President of Technology, Third Door Media, Inc.
@MichelleRobbins

One thing I’ve learned in 2015 — well not learned as much had confirmed — was that the search/digital marketing industry comprises some of the smartest, most talented and giving women and men I’ve known. The value of the relationships I’ve developed over the years — personal and professional — cannot be overstated, and came into focus for me in a significant way this year.

For 2016, I’ve resolved to spend more time bringing the knowledge and experience I’ve gained, to the young women in my community — to continue to mentor and support them on their path through high school and into college. I do believe folks “can’t be what they can’t see” so I intend to be a more visible role model for local young women in STEM.


@MichelleRobbins plans to be a visible STEM role model for young women in #2016.
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Purna Virji

Senior Bing Ads Client Development and Training Manager, Microsoft
@PurnaVirji

Personally last year I tried to embrace the joys of going with the flow a bit more — not easy for a control — freak like me. Ultimately it was a freeing and rewarding experience and one that is paralleled in PPC as well.  We try so hard to control all the settings, from keywords to where and when the ad is shown. However, in doing this could we be missing out on subtle shifts in audience behavior?

With attention spans ever-dwindling and second-screening becoming the norm, it’s that much harder for us marketers to get through to our audience. Where’s our audience going and how can we go with the flow of how their behaviors are changing?

That’s where paying attention to voice search and how it could impact PPC keywords, bids and targeting will come into play. Already we’re seeing a heavy adoption of digital personal assistants  across all ages and demographics, as well as seeing that voice search queries tend to:

  • be longer
  • contain more question-based queries

Best of all, we can detect intent more clearly based on the type of question asked, which will impact how we bid on these different terms. I think 2016 will be the year when this becomes something advertisers and search platforms will increasingly research.


@PurnaVirji is paying attention to voice search’s PPC impact iunn #2016.
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Pete Meyers

Marketing Scientist, Moz
@dr_pete

In 2015, I learned that trying to write 50,000 words in one month when you’ve never done it before is probably insane, but that I love the writing community (which I’ve suspected for a while). I learned that you can eat kangaroos but you can’t eat wombats (sorry, everyone at SMX Sydney), and that double pink-eye is not a good way to kick off a presentation (sorry, everyone within 50′ of me at SMX West). Much to my surprise, I learned that Gary Illyes and the Search Quality team aren’t actually evil (mostly), at least after a couple of drinks. I survived my second child’s transition into being three, and learned that what doesn’t kill you only mostly kills you.

Next year, I’m hoping to finish this novel I started. It’s a post-apocalyptic comedy, because there just aren’t enough of those. Family-wise, I’m just hoping to survive the cyclone :) I’ll be helping my wife Nancy continue her 50 marathons in 50 states quest, with a trip to Seattle and Alaska for back-to-back races, and probably a couple more. After another year-long fitness goal in 2015 (5,000 pull-ups), which I’m just two days from completing, I’ll probably embark on yet another stupid idea that makes my chiropractor shake her head. Work-wise, I’ll be digging more into product development and am very interested in niche, data-drive marketing outside of the SEO bubble. I love our community, but we can get stuck repeating the same messages to the same people, and it’s time for me to find a broader voice.


Come #2016, @Dr_Pete is finishing his post-apocalyptic novel. #SEO Resolutions
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Jennifer Lopez

Senior Director of Community, Moz
@jennita

In 2015 I found my strength as a leader and began to plan for the future. (Something I’ve had a hard time doing since beating cancer).

For 2016, I look forward to continuing my growth and seeing my plans come to life.


In #2015 @Jennita found strength as a #leader. #LookingBack
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Barry Schwartz

CEO, RustyBrick
@rustybrick

Learned: I learned quite a lot about app indexing with Google as well as Apple.

Resolution: To study app indexing deeper, and to share my data and knowledge about it with the SEO community. :)

Barry Schwartz 2015 lessons

Internet Marketing Highlight Reel: SEO, PPC & SMM

Internet Marketing Highlight Reel: SEO, PPC & SMM was originally published on BruceClay.com, home of expert search engine optimization tips.

Here’s to rediscovering the best BCI blog posts of 2015 for a competitive advantage. 

Dear marketing director, business owner, and digital marketing client: It’s been a pleasure working to make your website a well-oiled sales machine and useful resource for your customers this year. We spent time tuning up your website to be in line with established marketing best practices. We also followed search engine optimization announcements and new guidelines along with global marketing trends to make sure your business received every competitive advantage. To share our thoughts on digital marketing’s evolution and productive ways of thinking, we published our findings and recommendations on our blog for all to read.

Internet Marketing Highlight Reel

Looking back on our blog posts of 2015, a story is told — a big picture of Internet marketing today. Let’s look at the story of the last year to remember where we are and what’s expected of your business (and ours) when serving customers and attracting new ones online today.

This World is Mobile: SEO and PPC Need-to-Knows

Mobile SEO

The tale of mobile began many years ago, but 2015 was the year it became a main character in the world of Internet marketing. As our SEO Manager Rob Ramirez first reported on the blog, Google announced the exact date it planned to make mobile-friendliness a ranking signal — sending a clear message that mobile is the primary lens through which digital marketing must be viewed.

Long before the announcement, though, we helped prepare you for the major search change (because we saw it coming) and offered technical advice on how to improve the search experience for your customers on the go.

Part of this preparation included the post “6 Mobile-Friendly Navigation Best Practices,” written by former BCI Senior Content Writer . One of our most read posts of 2015, it helps you see the mobile search experience through the eyes of your customer and provides valuable customer-friendly navigation tips so you can “keep Joe and the rest of your inbound traffic smiling.”

Chelsea Adams points to Bruce Clay, Inc.’s navigation along with REI, LA Times and Firestone Tires for examples of navigation best practices for mobile.

Preparing for Mobilegeddon also meant updating our popular SEO guides to reflect the latest information about mobile. For example, we revamped our popular “SEO 101: The 29-Point SEO Checklist,” with a new SEO to-do item.

Scroll to #26: “Review Mobile Usability Issues” to see how to check if your site is even performing well on mobile devices. It’s a great place to start if you’re new to the mobile journey as it introduces you to the Mobile Usability Report and the Mobile-Friendly Test, a simple way to find out if you have what it takes to satisfy Google’s mobile criteria.

The Mobile-Friendly Label

When some results get a “Mobile-friendly” label and other results get different notation, is one better than the other? Maryann Robbins explains.

As a result of our prep work, clients began taking and passing the mobile-friendly test, until we noticed a pattern. Sometimes the mobile-friendly label didn’t show up in Google search results, even when a site passed Google’s exam.

Our Senior SEO Consultant  researched the problem, compared notes with industry thought leaders, and came up with examples of why certain pages might not have the mobile-friendly annotation.

The timely results were published in the helpful post, “Why is My Mobile-Friendly Label Missing in Google Search Results,” a great resource to visit if you’re experiencing the same issues. This was also a very popular Internet marketing blog post of 2015.

The Big Day

And then the big day came. On April 21, 2015, as promised, Google rolled out its mobile-friendly update. The update rewards mobile-friendly sites in mobile SERPs, providing a boost to beat their closest competitors. Our clients came out ahead on the other side because of strategic planning and preparation.

Shortly after “Mobilegeddon,” Google told us that they created a way for web pages to be “faster and lighter,” in an effort to speed up the mobile search experience for people with slow connections. What perhaps wasn’t so clear was that Google wanted (and wants) this so bad that it’s willing to do it for you.

That’s when our SEO Analyst John Alexander stepped up to write “Google Wants You to Make Your Site Faster or They’ll Do It for You. Will You Like the Result?” This popular article provides a picture of what Google wants to do (hint: it has to do with transcoding) and helps you weigh the pros and cons to answer that question for yourself.

Google reps have already said that Google’s primary initiative in 2016 is to make sites faster by encouraging the adoption of AMP (Accelerated Mobile Pages).

The push to create a customer-friendly mobile experience continued to change nearly every aspect of SEO this past year, including the way URLs are featured in the mobile search results.

Paula Allen explains how to optimize mobile breadcrumbs so a long, convoluted string turns into a cleaned-up and easy-to-read breadcrumb in her post “Google’s New Mobile Breadcrumb URLs.”

In April, Google told us that mobile search results will now appear with the “real-world name of the site instead of the domain name, and the URL structure of the sites in a breadcrumbs-like format.” Immediately we saw potential here, agreeing with Gary Illyes’ point, that this was an opportunity for websites to use Schema.org structured data to customize displayed breadcrumb URLs and site names.

Written by our Senior Technical Writer Paula Allen, “Google’s New Mobile Breadcrumb URLs: Making the Most of Your Site Name & URL Structure” details the changes and offers useful tips on how to use these changes to your website’s advantage.

Mobile PPC

In February of 2015, Google introduced call-only campaigns in AdWords, and shortly afterward we published “Tips for Getting the Most out of Call-Only Ads in Google AdWords,” written by former BCI SEM Analyst Jack Van Leeuwen.

What makes this article unique is not that it includes easy instructions on how to setup a call-only ad (although that information makes it helpful), but that it features insider tips based on “data and testing” we conducted for our PPC clients. For example, did you know there was a way to get more “granular control of the different bid and keyword strategies” of mobile preferred ads and call-only ads? Yup, there is, and the answer is in the article.

While we updated some of our digital marketing guides to include mobile sections, 2015 was also the year we found it useful to create new guides — such as our “Guide to Mobile PPC Opportunities” written by yours truly — that reflect just how valuable the mobile customer is to the pay per click advertiser.

This guide is helpful to both new and seasoned advertisers and provides clear instructions on everything from how to locate your mobile audience to how to monitor cross-device conversions. It also shares useful PPC tips on keyword research for mobile and features clear descriptions of all the mobile ads and extensions.

Be Useful: Content, Social Media, and Serving Your Customers

all-about-usefulness-today-and-moving-forward-duane-forrester-4002015 taught us that everything we do as Internet marketers revolves around satisfying the customer.

In addition to mobile campaigns, the development of content and social media strategies are also focused on improving the customer experience. Google ended the year on that note, releasing an updated version of its Search Quality Rating Guidelines with its heavier emphasis on usefulness.

Paula spells out all you need to know that’s included in the 160-page guide in “2015 Search Quality Rating Guidelines Checklist: Aligning with Google’s Focus on Usefulness.” Content and the websites they appear on have to be helpful.

Of course there are challenges to writing useful content. Ever heard of writer’s block? In one of this year’s popular blog posts by Director of Training Mindy Weinstein, “Creating Content for a Boring Industry? No Problem,” we address a very common obstacle for content writers and online marketers – writing for a boring topic. The article offers three powerful tips on how to craft engaging SEO content regardless of what you’re writing about.

Find Out What Happens When _The Great Gatsby_ is Run Through an SEO Tool

Kristi Kellogg shows you how the free Single Page Analyzer can help you examine various elements of your content and compare it to SEO best practices.

But how do you know if your content is really useful to your target audience and the search engines? There’s an SEO tool for that.

In a unique demonstration of the SEOToolSet’s Single Page Analyzer,  Social Media Editor Kristi Kellogg shows you how this handy tool can help you examine various elements of your content and compare it to SEO best practices.

“The Power of a Page Analyzer: I Ran ‘The Great Gatsby through an SEO Tool & This Is What Happened” reveals valuable insight such as the novel’s reading level, the most commonly used words on a page (categorized by one-, two-, three- and four-word phrases), how those words relate to one another, the topic of each page, and more. In addition to highlighting the power of the tool, the article is a fun read for literature lovers, especially fans of F. Scott Fitzgerald’s classic novel.

But there comes a time when every business owner and digital marketer is ready to hire a professional content writer – someone educated and experienced in the craft. That’s when you can rely on Kristi’s article “15 Content Writer Interview Questions You Need to Ask” to help you find the perfect professional to join your in-house Internet marketing team. In fact, we use these questions to hire our own writers, so we know you can depend on them to hunt down great talent. :)

Conquering SEO and PPC Waves of Change

As we look back at the most popular blog posts of 2015, we see a clear picture of the customer. Today the customer experience is the core of nearly every marketing strategy and campaign. For us, this means you are the center of everything we do. We hope to be with you throughout 2016, too, as we work even harder to predict industry trends, shifts, and continue to fine-tune your websites to reflect the latest and established marketing best practices.

H.G. Wells said, “Adapt or perish, now as ever, is nature’s inexorable imperative.” How true this is for the digital marketing world! We work to do more than adapt, but to take advantage of change to become better than your competition.

The Digital Marketing Conference Calendar: 100+ Events Across the Globe, Updated for 2016

The Digital Marketing Conference Calendar: 100+ Events Across the Globe, Updated for 2016 was originally published on BruceClay.com, home of expert search engine optimization tips.

Throughout the year, Internet marketing conferences are held all over the world, from Los Angeles to Paris and everywhere in between. The thousands of SEOs, SEMs, content marketers, social media strategists and business owners who attend these conferences do so for the whirlwind of information, education and networking.

Where else but an Internet marketing conference can you learn from the likes of Gary Illyes, Duane Forrester, John Mueller, Rand Fishkin, Larry Kim and Bruce Clay all in a single day? 2016 holds more than 100 digital marketing conferences and events and we’ve updated our Internet Marketing Conference Calendar to help you view them all to start planning your year ahead. (Click here to skip straight ahead to the calendar).

Digital Marketing Conference Calendar

Save on Digital Marketing Conferences: Plan Now, Spend Less

Everyone likes a good deal, and the easiest way to save on a digital marketing conference is to book early. You can save up to hundreds of dollars when you take advantage early bird rates. Plan early and save big! Map out your conference attendance with the Digital Marketing Conference Calendar — it’s your exclusive guide for 100+ Internet marketing conferences of 2016 and beyond. Where will you go?

Maybe you’ll head off to SMX Paris? Bon voyage!

Digital Marketing Conference Calendar Paris

Or perhaps you’ll head to New York City for Affiliate Summit East …

Digital Marketing Conference Calendar New York

You don’t want to miss SEO training with Bruce Clay in SoCal!

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The Digital Marketing Conference Calendar

January
Type-A Parent Blogger Conference Jan. 9 Las Vegas
Affiliate Summit West Jan. 10-12 Las Vegas
SEOToolSet Training Jan. 18-22 Los Angeles
SLC|SEM Jan. 20 Salt Lake City
Learn Inbound Jan. 20 Dublin
Digital Marketing Strategies Summit Jan. 26-28 Las Vegas
February
SEOToolSet Training Feb. 2-4 India
Connect Feb. 4-5 Miami
Digital Summit Feb. 8-9 Phoenix
Social Media Strategies Summit Feb. 9-11 Las Vegas
BIA/Kelsey NOW Feb. 18 Seattle
Digital Marketing Summit
for Financial Services
Feb. 18-19 San Francisco
Wisdom 2.0 Feb. 20-22 San Francisco
Social Media Week Feb. 22-26 Hamburg
Social Media Week Feb. 22-26 Jakarta
Social Media Week Feb. 22-26 Lagos
Social Media Week Feb. 22-26 New York
SearchLove Feb. 23-24 San Diego
SFIMA Summit Feb. 24-25 Fort Lauderdale
March
SMX West Mar. 1-3 San Jose
ad:tech Mar. 3 New Dehli
SearchFest Mar. 10 Portland
inOrbit Mar. 10-11 Slovenia
SXSW Interactive Mar. 11-15 Austin
An Event Apart March 14-16 Nashville
SEOToolSet Training Mar. 14-18 Los Angeles
SMX Munich Mar. 17-18 Munich
MarTech Mar. 21-22 San Francisco
BIA/Kelsey NEXT Mar. 22 New York
Conversion XL Mar. 30-April 1 Austin
April
eMetrics Summit April 3-6 San Francisco
An Event Apart April 4-6 Seattle
Digital Summit April 5-6 Los Angeles
Digimarcon Cruise April 10-17 Texas
ClickZ Live April 11-13 New York
Social Tools Summit April 12 Boston
SEJ Summit April 13 Santa Monica
Social Media Marketing World April 17-19 San Diego
Learn Inbound April 20 Dublin
Hero Conf April 25-27 Philadelphia
Social Media Strategies Summit April 26-28 Chicago
May
SearchLove May 3-4 Boston
Pubcon Austin May 3 Austin
Digital Growth Summit May 6 Santa Monica
ad:tech May 11-12 Los Angeles
BIA/Kelsey ENGAGE Mar. 16-18 Austin
An Event Apart May 16-18 Boston
SEOToolSet Training May 16-20 Los Angeles
Content Marketing Conference May 17-19 Las Vegas
Conversion Conference May 18-19 Las Vegas
Confab Central May 18-20 Minneapolis
The Inbounder May 19-20 Valencia
SMX London May 20-21 London
The Social Shake-up May 24-25 Atlanta
June
SMX Paris June 1-2 Paris
Social Media Strategies Summit June 1-3 New York
Social Media Week June 6-10 Los Angeles
Social Media Week June 6-10 Mexico City
Social Media Week June 6-10 Milan
IRCE June 7-10 Chicago
Big Digital June 7-8 Adelaide
SMX Advanced June 21-22 Seattle
SEJ Summit June 22 Chicago
Ungagged June 23-24 London
MN Search Summit June 4 Minneapolis
eMetrics Summit June 20-23 Chicago
July
eMetrics Summit July 1-2 Milan
Podcast Movement July 6-8 Chicago
Type-A Parent Blogger Conference July 7-9 Santa Fe
SEOToolSet Training July 11-15 Los Angeles
Learn Inbound July 20 Dublin
An Event Apart July 25-27 Washington D.C.
Affiliate Summit East July 31- Aug. 2 New York
August
Blogher Aug. 4-6 Los Angeles
World Domination Aug. 11-15 Portland
Social Fresh Aug. 18-21 Orlando
An Event Apart Aug. 29-31 Chicago
September
Content Marketing World Sept. 6-9 Cleveland
SEOToolSet Training Sept. 12-16 Los Angeles
Social Media Week Sept. 12-16 London
Social Media Week Sept. 12-16 Miami
Social Media Week Sept. 12-16 Mumbai
Social Media Week Sept. 12-16 Sao Paulo
MozCon Sept. 12-14 Seattle
Branding Energy Sept. 19-20 Reykjavik
SMX East Sept. 27-29 New York
October
An Event Apart Oct. 3-5 Orlando
Blogher Oct. 7-8 Austin
Pubcon Oct. 10-13 Las Vegas
eMetrics Summit Oct. 12-13 London
&Then Oct. 16-18 Los Angeles
SearchLove Oct. 17-18 London
Learn Inbound Oct. 20 Dublin
Hero Conf Oct. 24-26 London
eMetrics Summit Oct. 24-27 New York
Type-A Parent Blogger Conference Oct. 27-29 Orlando
An Event Apart Oct. 31-Nov. 2 San Francisco
November
SEJ Summit Nov. 2 New York
Social Media Strategies Summit Nov. 2-3 Boston
ad:tech Nov. 2-3 New York
eMetrics Summit Nov. 8-9 Berlin
Inbound Nov. 8-11 Boston
DFWSEM State of Search Nov. 14-15 Dallas
Social Media Week Nov. 14-18 Chicago
Social Media Week Nov. 14-18 Rotterdam
Social Media Week Nov. 14-18 Santiago
Social Media Week Nov. 14-18 Sydney
Ungagged Nov. 14 Las Vegas
December
SEOToolSet Training Dec. 5-9 Los Angeles

Want to add the Internet Marketing Conference Calendar to your Google Calendar to better see which upcoming events fit your schedule best? Add it to your Google Calendar here (once it’s added you can toggle it on or off once it’s added).

Internet Marketing Conference Fast Facts

  • There are more than 100 digital marketing conferences in 2016.
  • March is the busiest conference month.
  • San Francisco is the epicenter of Internet marketing conferences — more conferences take place there than in any other city.
  • The longest digital marketing conference of 2016 is the Digimarcon Cruise. That’s right — digital marketers will set off on a cruise that departs from Galveston, Texas in April for an entire week of seafaring, sunshine and digital marketing education in Honduras, Belize and Mexico.

Add Your Event: Digital Marketing Conference Calendar Submissions

If you know of an event that you think should be included on this calendar, we want to hear about it! The Internet Marketing Conference Calendar is open to any conference associated with Internet marketing, including search engine optimization, search engine marketing, social media marketing, digital marketing, Internet technology, B2B and B2C. Meetups will not be included on this calendar. If you’d like to submit a conference or event for inclusion on the calendar, please email Social-BC[at]BruceClay[dot]com with the name and dates of the conference, and a link to the conference website.

What Internet marketing conferences are you most looking forward to in 2016? Share with us in the comments!

43 Reasons SEOs Can’t Fear Change: 2016 Digital Marketing Predictions

43 Reasons SEOs Can’t Fear Change: 2016 Digital Marketing Predictions was originally published on BruceClay.com, home of expert search engine optimization tips.

There’s a word for fear of change: metathesiophobia. The way search, media, technology and consumer behavior change from week to week, it’s not a phobia that SEOs can afford to harbor.

2016-embracechangequote

Bruce Clay is joined by Duane Forrester, David Szetela, Cindy Krum, Eric Enge, Larry Kim, Maddie Cary, Dan Petrovic, Richard Baxter, Marcus Tandler and Andre Alpar in sharing annual digital marketing industry predictions.

Instead, digital marketers race to get ahead of competition, ahead of algorithm updates, and ahead of upcoming technologies with early adoption and forward-looking strategy.

Where to start? Right here. Bruce Clay, Duane Forrester, David Szetela, and invited digital marketing rockstars have shared their 2016 predictions for the online marketing industry. What will you do with this foresight into the year ahead?

Read on or jump to predictions by:

  • Bruce Clay – 20-year SEO veteran calls out apps, millennials, and local search revenue as drivers of change.
  • Duane Forrester – HTTPS, podcasts and search from Facebook and Amazon make an appearance in this former Microsofties predictions.
  • David Szetela – Facebook, Instagram and Bing display are big winners in the “Pay-Per-Click Marketing: An Hour a Day” author’s picks, but read to find out who he bets against.
  • Cindy Krum – With mobile changing everything about digital marketing, you’ll want to read this mobile tech expert’s take on 2016.
  • Eric Enge – SEO scientist and co-author of “The Art of SEO” sees machine learning, personal assistants and wearables in the future, but whether going up and down, you’ll have to read to find out.
  • Larry Kim – What will be the biggest game changer this year according to the 2015 Search Personality of the Year Award winner? Hint: It starts with F and ends with R … ?
  • Maddie Cary – U.S. Search Awards 2015 Young Search Professional of the Year dubs 2016 the year of removing resistance with PPC predictions to back it up.
  • Dan Petrovic – The international SEO’s predictions echo a familiar theme — content quality — backed by some interesting new research out of Australia.
  • Richard Baxter – In the UK, Baxter’s predictions center on technical SEO growth, the direction of SEO software and what makes content “work.”
  • Marcus Tandler – User experience is Tandler’s hot topic in Germany, with conversion optimization cooling off — read why.
  • Andre Alpar – The Berlin-based SEO’s predictions offer a helpful rule of thumb to multi-language businesses who must weigh the ROI potential of content in multiple languages.

Bruce Clay

(+BruceClay) President, Bruce Clay, Inc.

bruce-clay-prediction2016

1. Mobile devices will surprise everyone with new wireless “attachments” rivaling the power of desktops, and by 4Q we will see an accelerated mobile use in the USA.

Until then it will continue to grow but not at the rate most expect. PC share will shrink as tablet and mobile dominate the space for quick information and location specific queries.

2. Google revenues will grow exponentially as they continue to place ads above organic results. For some queries there will be 4 or fewer organic results well below the fold.


Bruce Clay’s 2016 #SEO prediction: For some queries there will be 4 or fewer organic results well…
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3. Google will emphasize local results for all queries.

Local will allow Google PPC prices to increase as merchants will no longer appear outside of their specific region and are forced to purchase ads.

4. Apps that load web content will be the rage.

This allows users to have a favorite app, yet get the power of a website. Most users will find that “mobile friendly” is simply not enough.

5. Millennials will be influencing a massive web design surge.

The need for minimalistic design, performance, mobile support mixed with elegant features will drive most websites to a redesign. As this happens, the HTML source code sites will begin to fade, replaced by css and javascript intensive dynamic content. SEO becomes much harder.


Bruce Clay’s 2016 SEO prediction: Millennials influence a web design surge, challenging #SEO with…
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6. We will see the demise of link building as a prime influence in SEO.

Link building will be replaced by on-page technical quality, amazing content, mobile friendly, peak performing pages. If the link is inappropriate Google will just ignore it.

7. Internet marketing becomes Internet advertising in order to survive.

The web ceases to be a gold rush, evolving into a pay-to-play space. The few sites gaining true organic rankings and holding them will be gold. The rest will buy ads.

Editor’s note: Bruce has published his annual predictions since 2006. Read his past predictions to see how keen his crystal ball gazing really is. I dare say his 2015 predictions are nine for nine, although we invite your judgement on No. 6 …

  • 2015
  • 2014
  • 2013
  • 2012
  • 2011
  • 2010
  • 2009
  • 2008
  • 2007
  • 2006

Duane Forrester

(@duaneforrester) VP, Organic Search Operations, Bruce Clay, Inc.

duane-forrester-prediction2016

8. HTTPS will be much talked about in 2016 but little action will be seen with relatively few sites making the swap.

Security will remain a hot topic as consumers wake up to the ongoing data-theft problem, but businesses will be slow to make changes due to the inherent costs involved.

9. Mobile will continue to see growth.

Microsoft’s move with Windows 10 on a mobile device that can act like a larger computer/environment will see some traction for light-duty users. “Indestructible” and “waterproof” will be bigger marketing angles, so expect to see “tougher” versions of phones released, likely tied to some cool photographic features aimed at the vacation/adventure crowd.

10. Podcasts will see continued growth in popularity due to their ease of production/consumption.


2016 digital marketing prediction by @duaneforrester: Podcast consumption will grow & AI will…
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11. AI (artificial intelligence) will be a much hotter topic across search in 2016.

This will mostly be driven by a detailed lack of understanding of what level of AI is in play within systems like RankBrain. Overall, more folks will gain understanding of the three levels of AI, deepening our understanding of what we see in SERPs. All AI are not created equally, so expect some companies to claim to be using it, even though the first level isn’t very advanced. And the third level (human-like) has yet to be attained and employed in a meaningful, public way. Expect to see this level gain more traction in 2016, but, ah…we better be ready!

12. Facebook and Amazon will launch actual search engines.

Well, maybe. Don’t they already have these? OK, this prediction is that in 2016 both of these rumors will pop to the top again, whether they are factual or not.

13. Bing will continue to grow while Google starts to see more leveling off.

14. Yahoo will get out of search.


2016 #SEO prediction by @duaneforrester: Bing will grow, Google will level, Yahoo will exit search.
Click To Tweet


15. Round-ups will finally, thankfully, retire.

But the spam from random people will continue.

Bonus prediction: I will learn to play the guitar. :)

David Szetela

(@szetela) VP, Search Marketing Operations, Bruce Clay, Inc.

david-szetela-prediction2016

16. Website owners will put more effort into reaching mobile search customers that use mobile devices as the first step of their “buyer journeys.”

As a result, apps, built-for-mobile sites, and responsive websites will take off. To prepare for this trend, digital marketers should implement mobile-friendly advertising such as using click-to-call ads and easy-to-digest content, such as shorter ad copy.

17. Advertisers will invest more money into Facebook and Instagram.

Facebook will become a viable direct response platform and advertisers will take advantage of its latest features, including retargeting, dynamic product ads, and custom audiences.


2016 #PPC prediction by @szetela: Advertisers invest more $ in Facebook & Instagram which…
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18. 2016 will be the year Bing Ads search and display traffic will be seen by more advertisers as a viable platform.

Bing Ads will finally have its own display advertising network capable of reaching target audiences based on behavior data from Windows 10 users and other search partners.  This will be fueled by the fact that the growing click inventory will be cheaper than Google CPCs. But take note: cheaper prices won’t last long, so make sure to purchase your fair share of Bing Ads while you still can.

19. 2016 looks grim for Yahoo/Gemini.

Direct response advertisers will stay away and digital advertisers will continue to see it as a second best option for native advertising.


2016 #PPC prediction by @szetela: Bing search+display becomes viable platform but the year looks…
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20. PPC will be broken down into specific areas of expertise.

As ad platform products and features continue to develop and launch at a fast pace, individual PPC managers will have an even harder time keeping up with all aspects of PPC in 2016. Agencies will hire team members that specialize in those areas to act as resources for the rest of the agency.

Cindy Krum

(@suzzicks) CEO, MobileMoxie

cindy-krum-prediction2016

21. I feel strongly that we are going to start to see more ChromeCast logos in Google properties — potentially directly in the SERPS.

Google has been focusing a lot of their talks on “video” and other types of media, and also focusing a lot of research on “cross-device behavior.”


2016 #mobile #SEO prediction by @suzzicks: We’ll see the ChromeCast logo in Google SERPs
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22. Getting exposure in the ChromeCast app may become relevant for SEO.

ChromeCast automatically scrapes the Deep Linked video and music apps on your phone for content that it can aggregate, so you only have to go one place to see what’s on. Also, it seem seems very likely that video and audio content will eventually receive a rankings boost if they are integrated with ChromeCast, since Deep Linking is starting to be more seamless on iOS, and more prevalent on Android.


2016 #mobile #SEO prediction by @suzzicks: Exposure in the ChromeCast app via deep linking becomes…
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23. App Streaming may be the way of the future – especially for entertainment apps like Netflix, Amazon Video, Hulu, Pandora, Spotify, etc, which already really work best on WiFi.

Why download the app when it is available from the cloud without wasting storage space on your phone? Streaming apps will hopefully make the app/web distinction less relevant, and save some developers from having to build/maintain both Android and iOS apps (finally!). Apps that can be easily streamed may consequently eventually be given an additional rankings boost.

24. App plugins will become more important.

Why develop an entire app when there is an existing app, with an existing audience, that already does most of what you need. We are already seeing this with keyboards and emoji libraries that can be added to your SMS app or Facebook Messenger. Why not make a Netflix Nanny that prevents your kids from watching more than an hour a day, or a Chrome App plugin that lets you take scrolling screenshots, ala Snagit on the desktop? (Somebody please make this one — I need it!!!)

25. I anticipate a consolidation in some Google properties.

I am not sure which way things will go, but Google Play, Google Music, YouTube, Google+ all seem to have some overlapping capabilities, and are sharing lots of data. Google is also really struggling with UX for people who have multiple Google accounts – I can only hope that they find a good way to manage that, so that all the services will work better together.


2016 #SEO prediction @suzzicks: Google properties consolidate – Google Play, Google Music, YouTube,…
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Eric Enge

(@stonetemple) CEO, Stone Temple Consulting

eric-enge-prediction2016

2016 will be a huge year in digital marketing, as there is so much going on. Here are some of my predictions.

26. The rise of content quality and user engagement as ranking factors will begin to be broadly accepted.

An increasing number of businesses will begin to invest in their overall site experience, and view part of the payoff of that as increased rankings and traffic.  More and more SEO agencies will correspondingly promote related services on their sites as a result.

27. The power of paid social as tool to drive content marketing campaigns will also become more mainstream.

Currently, only a small subset of the industry recognizes this, but the word will get out. This will cause more content marketing agencies (or SEO agencies) to offer paid social services.

28. Wearables will show a disappointing level of growth.

People will realize that they don’t find the functionality that compelling yet.


2016 prediction by @stonetemple: Wearables will show a disappointing level of growth.
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29. Personal assistants from Google, Apple and Microsoft will continue to battle through the year.

As these companies view those platforms as one of the most important land grab battles for the future of digital marketing. This will result in major new announcements from at least 2 of the 3 aforementioned parties this year.

30. Machine learning will become more mainstream as well.

The computing knowledge needed to implement these algorithms is become much more accessible, and the power of machine optimized algorithms is undeniable.

Larry Kim

(@larrykim) CTO, WordStream

larry-kim-prediction2016

31. In 2016, Facebook will open up Facebook Messenger as a service. Meaning, developers will be able to build business applications on top of messenger to enable commerce activities, which up to now, hasn’t been made generally available. For example, say you’re doing a group chat in messenger, you could order an Uber for a friend, and they could see your status in real time. Or say you’re an ecommerce company — your customers could subscribe to a live update of the shipping, and do future orders by just replying to message.


2016 prediction from @larrykim: Facebook opens Facebook Messenger as a service for devs to build…
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Facebook Messenger matters because nearly a billion people use it, mostly on mobile. Filling out those complicated ecommerce forms that were designed for desktops is so much harder than texting an emoji or using voice input. To say this is disruptive and transformative to mobile commerce is an understatement. What’s a marketer to do about this trend? A simple growth hack would be to start supporting Facebook logins on your site or apps, and collecting Facebook login IDs and/or mobile phone numbers as part of your direct response marketing efforts, so that you can target them later.

Maddie Cary

(@MaddieMarketer) Senior Client Manager, Point It Inc.

maddie-cary-prediction2016


Prediction by @MaddieMarketer: 2016 is the Year of Removing Resistance – think streamlined…
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2016 is going to be the year of “removing resistance.” I think we’re going to see new features, ad formats, and campaign types rolled out that are streamlined and dynamic, as well as provide more data-enriched ways to target (and ideally convert!) searchers. A few ways I think that’ll play out throughout the year include:

32. More audience targeting in PPC

Keyword intent is incredibly important, but there’s greater power in layering it with high-quality audience data. I think PPC is going to follow the paths already carved out in channels like Display and Social, with Google and Bing likely launching more PPC targeting methods that are audience-focused

33. Removing steps in order to convert the mobile searcher

How many articles and studies have we seen over the last 1-2 years showing how mobile search volume is surpassing desktop? Yet why is it that it’s still difficult in many verticals to convert mobile searchers? I anticipate we’ll see search publishers take the Amazon route and start rolling out one-click options on the mobile SERP (like that Google mobile buy button) in order to shorten the conversion path and improve conversion rates, encouraging more PPC investment in mobile.

34. Increase in dynamic ad features

How else do you shorten the path to conversion? By showing the searcher what they’ve already expressed an interest in. Dynamic ad formats & targeting methods are going to expand further in 2016, and I think we’re going to get more ad building tools within the UIs to help further streamline that process for online marketers.

35. Growth of Shopping/PLA and available ad formats

SERPs are getting more visual, and therefore I think PLAs are the frontrunners for driving e-commerce growth through 2016. If you then start to imagine Shopping campaigns that incorporate layered audience targeting + mobile one-click buy solutions + dynamic ad formats…that could be the winning formula for notable PPC channel growth throughout this next year!

Dan Petrovic

(@dejanseo) Director, Dejan Marketing

dan-petrovic-prediction2016

The best way to predict the future is to invent it.

Content production has been increasing at a phenomenal rate. The abundance of choice and easy of access of web content lead to changes in our reading habits. One specific phenomenon is the rise of skimmers.


Dan Petrovic’s research shows a content consumption phenomenon: the rise of skimmers. Read his…
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An Australian-based study conducted by our team showed us that most people decide whether to read something within seconds of loading a page. This choice is influenced by a number of factors including:

  • Presence of quick answers
  • Scannable text structure
  • Design and aesthetics
  • Trustworthiness
  • Text size

The majority of our respondents admitted to skipping uninteresting parts when reading content or even only quickly scanning pages looking for quick answers. We’ve known this for nearly two decades yet few are getting their content format right.


2016 #SEO prediction by Dan Petrovic: Producing lots of “OK” content isn’t going to cut it in…
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36. Producing lots of “OK” content isn’t going to cut it in 2016. I believe we’ll see a lot of digital agencies adjusting their approach to content formats and keeping in mind that more doesn’t mean better.

I’d like to see Google reward innovation when it brings good user engagement signals. It’s time for them to start treating content behind tabs, accordions and other mechanisms for what they are designed for — great user experience.

Bonus predictions:

  • Penguin release will be mild and uninteresting.
  • Google will continue to aggressively push mobile.
  • Additional incentives will be offered to switch to https.
  • We’ll start seeing a smarter AI-based results, but will not be impressed.
  • New developments will be made on a personal assistant level involving two elements: email and voice input.

Richard Baxter

(@richardbaxter) Managing Director, Builtvisible

richard

37. The demand for technical search expertise will increase significantly, especially in mobile.

Over the past 6 months we’ve seen a lot of development in the mobile influenced side of search. App indexing is now a standard part of most technical search audit recommendations, and as we progress into 2016 I’d expect to see more app only content in search results. This will include app streaming — enabling the use of an app without it actually being installed on your device. Put simply, the number of options available to marketers to drive traffic from mobile will expand, but will all require a great deal of technical discipline to get right. Over the longer term, we’re going to see the divide between desktop and mobile channel tactics expand.

38. SEO software companies are in for a transformative period.

The majority of the reporting and tracking tools we use today are going to need to provide a step change in their products to cope with mobile, mobile search results tracking, app traffic, traffic modelling and research. More emphasis on placement, channel, device, topic and targeting will be required by content marketers to provide more relevant content experiences to an oft content fatigued audience.


2016 #SEO prediction by @builtvisible: software companies enter transformative period to cope with…
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39. Anyone can produce content; 2016’s winners will be those who make that content “work.”

We’ve observed a large increase in examples of quite complex content production coming out of search marketing agencies, to the point where the ability to provide interactive content is no longer a USP. For our industry, I think 2016 will be a year of focused attention on what makes content “work”. This is a huge subject that doesn’t receive the coverage it deserves, and hopefully we’ll see the subject covered in more detail at this year’s search conferences.

Marcus Tandler

(@mediadonis) Co-founder and CEO, OnPage.org

marcus-tandler-prediction2016

40. I predict user experience optimization to be a dominating topic in Germany this year.

By now conversion optimization is an established tactic and within the standard repertoire of clever in-house online marketers and performance marketing agencies alike. Unfortunately, conversion optimization mostly focuses on single pages and almost always only on the last step of the entire customer journey. Attention needs to be shifted towards optimizing the whole customer experience. This does not only include the optimization of the entire customer journey but most importantly optimizing all touch points potential customers are having with the brand, including any social media platforms, as well as traditional marketing activity whatsoever. Personalization is key here, to enhance the brand experience and general user experience. Nowadays users expect a personal and individual attention — relevant content, at the right time via the right channel. No widely spread advertisement but rather authentic dialogue.


2016 digital marketing prediction by @mediadonis: user experience #UX optimization overshadows…
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Andre Alpar

(@andrealpar) CEO, PerformicsAKM3 Berlin

andre-alpar-prediction2016

41. Technical SEO grows in complexity and importance.

The plurality and diversity of options for technical SEO measures is growing faster than ever before. On top of that, topics that used more separate from SEO are becoming more interconnected with SEO. Here are some examples:

  • Web security: defense against spam / hacking
  • Privacy: HTTPS etc.
  • Server configuration and hosting: page speed
  • The complexity and non-transparency of search engine results: the keyword position tracking when all results are heavily individualized. There are also all kinds of special insertions and result representations

Technical SEO will definitely require investment in terms of effort and costs. It remains to be a potentially great differentiating factor for those able to adapt quickly while managing effort thanks to a sound technical infrastructure.

42. Links will still matter.

It seems during the last three or four years that some search marketers have adapted “links are not important any more” as their version of the claim, “SEO is dead”. All search marketers who realistically can grow their own and their clients’ organic traffic over many years know that this false prediction is far off and will stay so for at least another five years. Sure, there may be other off-page signals that can complement links e.g. the analysis of traffic via browsers, but at the moment, and for the foreseeable future, there is no better off-page quality signal than a good link that drives direct traffic—and, ultimately, a large multiplicative of traffic via better positions in SERPs.

43. Drifting apart of content quality requirements.

This may be a trend that many do not see but we are confronted with it daily as we work in many multilingual and international setups in Europe. Investments per piece of content in large countries, or languages which are spoken in many countries, are growing rapidly. But this is not the case for smaller countries or less popular languages. Think, for example, of the many European countries with less than 10 million inhabitants and their own local language.


2016 international #SEO prediction by @andrealpar: Business will invest in content,…
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Also think of the varying search terms and topics. Where it makes sense to invest a lot in content in, for example, English, Spanish or German, it makes less sense to do so in Italian or Dutch, for example, and even less in Serbian, Danish or Swedish.

You have to then also find and adapt how you measure SEO success or ROI on content, etc. The aftermath coming out of this development has a massive strategic impact. For multiregional and multinational companies and the agencies that they work with, this is a huge and massively growing driver of the complexity of SEO.


Thank you all for sharing your predictions with us here. If you reading have predictions, comment away. We’ll be checking back with our assembled experts through the year to see how their predictions stand.

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