Elisa Gabbert Posts from the Internet Marketing Blog

Call Metrics: How to Measure the Quality of Your Call-In Leads

As you know, if you’re a customer or a regular reader of the WordStream blog, we’ve recently added call tracking features to our PPC management software. Call tracking is a crucial piece of the puzzle when it comes to accurate measurement of return on ad spend, since many prospects and customers choose to pick up the phone and call your business when they see your PPC ads, rather than visiting your landing page and filling out a form.

If you’re not using call tracking software, you won’t know to attribute those leads to your PPC campaigns, and you’ll underestimate your ROI. You also won’t know which keywords and ads are driving calls and which aren’t.I recently had the opportunity to interview Chen Zhao, an expert on call tracking data and analytics, and ask her some question... > Read more

September 16, 2014     |   Written by: Elisa Gabbert   |   Posted In: Analytics   |   Comments: 0

Google Testing Paid Local Search Ads?

Dr. Pete just tweeted a screenshot of a SERP that he spotted last night – Google appears to be running a test with paid local search results!Just popped up on Google last night - Is this paid local? pic.twitter.com/9VUanoXpfX— Dr. Pete Meyers (@dr_pete) August 11, 2014As you can see in the screenshot he grabbed, the local map results have the yellow “Ads” label that designates them as sponsored results:Compare this to a typical organic local pack:Following the recent loss of local “pack” results, which came to be dubbed the “Pigeon” update, this is an extremely interesting development.

It’s just a test for now (I couldn’t reproduce the results on a live query), but it would make perfect sense for Google to monetize the local results, because that’s exactly what happen... > Read more

August 11, 2014     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 12

3 Super-Actionable Keyword Research Tips to Try Right Now

Larry Kim and Will Critchlow from Distilled recently did a great webinar revealing all their personal keyword research strategies. It went pretty in-depth, so if you’re in the mood for digging in, scroll to the bottom to see the slides and video.Today, I just want to share three quick tips inspired by the webinar.

If you’re looking to accomplish something beyond just dumping a seed term into a keyword tool, these clever tricks should jump-start your next keyword research session.#1: Spark Content Ideas with Google Suggest Wild CardsIn the webinar, Will mentions picking this tip up from Tom Anthony at Distilled. You’ve probably used Google Suggest as a means of keyword research before, but I love this trick because it allows you to mine suggestions that don’t just come at the end of... > Read more

August 06, 2014     |   Written by: Elisa Gabbert   |   Posted In: Keyword Marketing   |   Comments: 19

Interview: Learn the Secrets of Online Community Management from Moz’s Erica McGillivray

Today I’m happy to share an interview I did over email with Erica McGillivray. Erica is a die-hard geek who spends a ridiculous amount of time being nerdy (her words, not mine!), both professionally and personally. At Moz, she's the senior community manager and helps wrangle a community of over 400,000 members, co-runs the annual MozCon conference, and works on whatever else is thrown her way.

She's also a founder of GeekGirlCon, a nonprofit run by volunteers that celebrates and supports geeky women with events and conventions. In her spare time, Erica's a published author and has a comic book collection that's an earthquake hazard.We’re all secretly jealous of the community that Moz has built over the years. Let’s hear from Erica how they did it.We’re so impressed with the online ... > Read more

August 04, 2014     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 6

The 3 Types of Links that Send Legit Referral Traffic

I know for most of the year I’ve been telling you that links are going to lose value – and I still think it’s true. However, I’ve been careful to point out that for now, links are still pretty powerful stuff in SEO.Further, even if links eventually lost all their (direct) power to move your rankings, they’d still have value for you as a marketer, because links are great for exposure and branding.

But the ultimate link is not just good for SEO and branding, it also sends referral traffic.What’s so great about referral traffic? Do you really have to ask?! Referral traffic is great because it gets your content in front of new audiences, creating new opportunities for audience engagement and conversions.A recent survey of MozCon attendees showed that after organic search, referral t... > Read more

July 23, 2014     |   Written by: Elisa Gabbert   |   Posted In: Link Building   |   Comments: 16

Google Calls Takebacks on Authorship Photos: An Alternate Theory

When Google announced a couple of weeks ago that Google+ authorship markup would be disappearing from the SERPs, Larry and Rand Fishkin were on the same page – both suspected that the reason for the reversal was a loss of clicks on ads.As Larry put it, “Clicks on the search results page are basically a zero sum game.

If there's an increase in CTR for one part of the SERP, some other part is losing that click. There must be a decrease in CTR elsewhere. And that includes the ads.”Do I think this theory is plausible? Sure, for two reasons:You’d expect that Google would test the feature before they told SEO’s to start using it. So it’s suspicious that we are now being told that the author photos have no positive effect.Images have been shown to increase CTR on the paid side (i... > Read more

July 07, 2014     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 23

Get Happy with WordStream’s Best of the Month

A lot of our most popular posts in June had to do with changes in AdWords – new features, new policies, new dashboards, new data. As always, we did the hard work and analysis for you, so instead of trying to parse the AdWords-ese, get the key takeaways from us right here.We also shared a bunch of great tips for creating marketing that resonates and makes your audience do the happy dance.

If you missed our “Happy Juice” webinar, be sure to check out #6 below!Has Google Gone Too Far? Parental Status Demographic Added to AdWords – We noticed a new demographic feature in AdWords – you can now target users based on their parental status.4 Things You Need to Know About Google's New AdWords Policies – The AdWords Policy Center has been revamped. Here’s the TL;DR for advertisers.No S... > Read more

July 01, 2014     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 1

7 Marketing Clichés that Make You Sound Like a Hack

Do you know the etymology of the word “cliché”? It’s a printer’s term – back when printers had to physically arrange letters together to form words and paragraphs and pages, they would sometimes arrange common strings of letters or words together on a single plate to facilitate printing those sequences more efficiently.

This was also known as a “stereotype block.”You can see how both “cliché” and “stereotype” evolved into metaphors. In the same way that using clichés made things easier for printers, clichés make things easier for writers. Reaching for a common, familiar phrase is a shortcut to communicating something close to what you mean. It’s harder and it takes longer to express yourself in fresh language that is also clear.We’re all lazy and we’re all g... > Read more

June 04, 2014     |   Written by: Elisa Gabbert   |   Posted In: Copywriting   |   Comments: 12

The Attention Economy: Why Some of Your Content Will Always Fail

“The attention auction” is a phrase that has stuck in my head since I first read it earlier this year, on AJ Kohn’s blog Blind Five-Year-Old. The idea is that we’re all competing for a finite amount of attention, and it’s a zero-sum game. If people are paying attention to your competitor, they can’t pay attention to you at the same time.

Another term for the same basic idea is “attention economics” – in an attention economy, attention is treated as a scarce commodity. We’ve got access to more information than ever before, but no more time or attention to give.The concept is pretty key for us content marketers. When you publish new content, you’re putting a bid into the attention auction. And not everybody can win.Here at WordStream, we put a lot of thought and planning... > Read more

May 23, 2014     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 7

Contrarian Content Marketing: How to Zig When Everyone Else Zags

Confession: I’m a content marketing manager who hates most content. It’s all so boring! It’s true in the consumer world – as Choire Sicha, co-founder of The Awl, just said in an interview for The Atlantic:I opened up my Digg reader the other day, because I was on blogging duty at work, and everything was so duplicative of each other.

I was like, yeah, okay, there’s that piece of news filtering through all these different websites, all the same things … no wonder I don’t go to them.And the same is true in the business-to-business world. Over 90% of B2B companies do content marketing – but 90% of that content marketing is redundant crap, e.g. “5 Ways to Do Blah Blah the Same Way as Everyone Else.” Publishing blog posts like this is basically cargo-cult marketing; it’s t... > Read more

May 19, 2014     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 13

Matt Cutts Says Yes, Links Will Inevitably Lose Value Over Time

In the latest Webmaster video, Matt Cutts answers a question that could have come from me (but actually came from someone named Leah in New York):Google changed the search engine market in the '90s by evaluating a website's backlinks instead of just the content ... Updates like Panda and Penguin show a shift in importance towards content.

Will backlinks lose their importance?There have been some arguments – notably from Russ Jones in the comments on this post (extrapolated on by Rand Fishkin in a recent Whiteboard Friday) – that links will actually increase in value over time.In the below video, Matt Cutts says the opposite is true. It’s not around the corner, but Google will eventually put less emphasis on links – not, however, purely because of link spam, but because links to a s... > Read more

May 05, 2014     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 7

Test Shows First Evidence of Google Testing Quality Score for Organic Search

Rand Fishkin just published the results of a test he did to see if query and click-through data might affect search rankings. To run the test, he asked his Twitter followers to search the term “imec lab” and click on the Moz result. He did not link to the post in his tweet:Care to help with a Google theory/test? Could you search for "IMEC Lab" in Google & click the link from my blog? I have a hunch.

— Rand Fishkin (@randfish) May 1, 2014Rand writes:A blog post I’d published last week ranked number 7 in Google US results (incognito/logged-out, without regional geographic bias), the same as it had a week prior just after I wrote it (sadly, I forgot to take a screenshot last week when I first looked at the ranking). After noting the position and taking a screenshot, I sent&nbs... > Read more

May 01, 2014     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 2

Brand Mentions Are the New Links?

Over at Moz, Simon Penson just wrote an interesting post about a “Panda Patent” which may shed light on how Google will rank sites in the future, “using a ratio of links and mentions, or ‘implied links.’” With penalties flying and the value of the almighty link coming into question, could Google be looking for new signals of authority? We think so, but are brand mentions the answer?The relevant part of the patent is this:The system determines a count of independent links for the group (step 302).

A link for a group of resources is an incoming link to a resource in the group, i.e., a link having a resource in the group as its target. Links for the group can include express links, implied links, or both. An express link, e.g., a hyperlink, is a link that is included in a source r... > Read more

April 30, 2014     |   Written by: Elisa Gabbert   |   Posted In: Marketing Strategy   |   Comments: 7

WordStream's Best of the Month (& Happy 5-Year Anniversary to Me!)

This past Sunday marked my five-year work anniversary at WordStream. I know that sounds like a long time, but young ones, five years goes by really fast when you’re on the wrong side of 30. I’ve now been working remotely (from the Mile High City) for longer than I worked in the Boston office, which, due to the telescopic nature of time, seems impossible.

The math checks out though. (See also “reminiscence bump.”)Via WikipediaBut enough math – let’s talk search marketing! (Which might possibly involve some math.) Here are our top 10 11 most popular blog posts of the month:1. The 9 Best Email Subject Line Styles to Increase Your Open Rates – This post from the last day of March is going strong! Check out Meg’s tips for crafting must-open emails – should you personalize? How... > Read more

April 30, 2014     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 2

If People Don't Link to Porn Sites, How Does Google Rank Porn?

In his latest Webmaster video, Matt Cutts answers the question: “How does Google separate popularity from authority?” (This question came from a “Blind Five Year Old,” by the way! That’s our friend AJ Kohn unless someone stole his alias.)It’s an interesting question, but I’m particularly interested in an offhand comment that Cutts makes at the beginning of the video.

To distinguish between popular sites and authoritative sites, he uses the examples of pornography and government websites. Porn sites are more popular than government sites, he says, but government sites are more authoritative:If you were to look at sites that are popular – for example porn sites are very popular – but people tend not to link to porn sites. On the other hand if you take something like the Wis... > Read more

April 02, 2014     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 18

The Future of PageRank: 13 Experts on the Dwindling Value of the Link

In a recent Webmaster video, Matt Cutts confirmed that Google has tried internal versions of its search engine that work entirely without links. The results are low-quality – “for now,” he said. But this suggests that the value of the almighty link has come into question at Google, and they may be working on a version of the PageRank algorithm that doesn't depend so heavily on the link graph – which means PageRank as we know it might be on the chopping block.

But when?Don LaFontaine, Master of the "In a World" Movie Trailer VoiceoverIn light of this, we asked some of our favorite SEO and inbound marketing experts to answer the following three questions:Do you see the link losing value over time? Do you foresee a future where backlinks lose some or all of their weight in the PageRan... > Read more

February 25, 2014     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 45

Matt Cutts Confirms That Google Has Tried Search Without Links

When I suggested last month that someday, search engines could work without links, a lot of people thought it was an interesting gedankenexperiment (they didn’t use that word but hey, it’s one of my favorite words) but didn’t believe Google is really moving in that direction. The future, by definition, remains to be seen, but today in his webmaster video, Matt Cutts revealed that Google has already experimented with a version of Google that doesn’t use links as a signal:A user asked:Does the big G have a version of the search engine that totally excludes any backlink relevancy? I’m wondering what search would look like and am curious to try it out.

And here’s Matt Cutts’ response (emphases mine):We don't have a version like that that is exposed to the public, but we have run e... > Read more

February 19, 2014     |   Written by: Elisa Gabbert   |   Posted In: SEO Marketing   |   Comments: 19

Case Study: How a Small Business on a Tiny Budget Doubled Their Quality Score in 30 Days

Folks, we have a winner. The results are in from our Grade and Get Paid contest, and the big winner is GetOutfitted, a small startup based in Colorado. If you missed the announcements surrounding the contest, here’s how it worked:We invited marketers and businesses owners to use the AdWords Performance Grader twice – once to get an initial report on their AdWords account performance, and then again after 30 days, to show much they could improve.

We then asked them to tell us what they learned about their account.The business that was able to show the most improvement in 30 days won a tricked-out prize package: $25,000 in free AdWords spend for 2014, plus a year-long subscription to our WordStream Advisor platform to help them make the most of that spend. (They also got a subscription to... > Read more

February 18, 2014     |   Written by: Elisa Gabbert   |   Posted In: Paid Search Marketing   |   Comments: 7

The WordStream Top 10: Posts So Hot They Ended the Polar Vortex

ugh i’m still writing “ugh i’m still writing 2013 on all my checks” on all my tweets— Andy Levy (@andylevy) January 1, 2014Funny story: I published the first few blog posts of the year with “2013” in the URL. Funny because a) I’m a cliché and b) our Drupal installation doesn’t automate blog URLs, I have to plug the date in myself.

Le sigh.Here’s to a 2014 with no stupid mistakes! Right? Right! (Right?) But before we head off into Month 2, let’s take a look back at our most popular blog posts this month:6 Social Media Marketing Strategies to Drastically Improve Your Efforts in 2014 – Margot, one of our client services superstars, wrote this great, actionable post with lots of tips for better managing your social presence.Toward a Linkless SEO: The SEO Link Is Dying.... > Read more

January 31, 2014     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 2

Toward a Linkless SEO: The SEO Link Is Dying. Here's What Might Replace It

Whether they saw it coming or not, and whether they believe it or not, everyone in SEO sat up and noticed when Matt Cutts declared that guest blogging is dead. We’d all like to believe that we only guest-blog to share our knowledge, but the truth is, most of us have guest-blogged and gladly taken the links that came along with it.

And the conversation has really been about links all week: Can guest-blogging survive without links? How do we get links if we don't guest-blog anymore?But aren’t we just treading water here? Guest blogging was just one tactic as part of a larger link-building strategy. Google is slowly chipping away at all our link-building tactics. Rather than replacing guest blogging with another kind of link building, maybe it’s time to think about a system that isn’t... > Read more

January 24, 2014     |   Written by: Elisa Gabbert   |   Posted In: SEO Marketing   |   Comments: 55
 
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