Posts Tagged ‘Brent Carnduff’
LinkedIn has made dramatic changes to its platform over the past 18 months, making what was a rather plain but effective business networking tool into a content-rich, visually dynamic, more interactive professionally-focused social network.
Among other changes, the addition of showcase pages for businesses, expanded content publishing and media sharing capabilities, and changes to group email updates are all designed to make LinkedIn into a business-oriented version of Facebook. Facebook may be fighting back, but time will tell regarding its true intentions and objectives on that front.
Whether your goal is use LinkedIn to find your next job, market a business product or service, or just expand your professional network, you’ll find helpful guidance below in 20 of the best LinkedIn guides of the past year or so.
7 Guides to Using LinkedIn for Career or Networking
Boost Your Brand’s Visibility With LinkedIn’s New Profile Features by Sprout Social
Jennifer Beese reports that recent changes to LinkedIn’s “Who’s Viewed Your Profile” feature gives you “more ways to manage your professional identity and increase your visibility across the professional social network,” and serves up three helpful tips for capitalizing on the insights gleaned, such as using visuals to showcase “your talents in a whole new way by adding photos, videos, and slideshows to your profile.”
21 Steps to Create an Awesome LinkedIn Profile by jeffbullas.com
Jeff Bullas writes that answering the question, “So, what do you do?” isn’t as simple as it used to be, because “Today we have careers, businesses and life work that didn’t exist a decade ago.” He continues, “LinkedIn has redefined the online version of a resume and having a well organised LinkedIn profile is now essential,” then shares nearly two dozen tips for creating an “awesome” profile including using a professional photo, writing in the first person, and using keywords in all relevant sections.
Making LinkedIn Work for You by NoddlePlace
Sheree Van Vreede presents an excellent infographic that illustrates LinkedIn best practices across half a dozen key areas, including activity, connection requests, sharing updates, and reaching out (“Prominently display your contact information…(and) clearly state your networking purpose on your profile”).
The LinkedIn Recruiter & Job Seeker Disconnect by Winning Impression
Katrina Collier shares an infographic loaded with stats and guidance for job seekers on LinkedIn. While some of the numbers she shares are specific to the U.K. (e.g, only one-third of British workers have profiles on LinkedIn, and nearly half of those are incomplete), the guidance and best practices are universal.
Guest author Margaret Adams writes, “Once you who you want to attract you will need a plan to make sure you don’t waste your time and your efforts when you’re using LinkedIn,” then offers four tips to optimize use of the professional social network, such as “Be visual…Upload images, videos and presentations to supplement the text you write. This will help to build your credibility on LinkedIn. You’ll demonstrate that you know what you’re talking about and that you can deliver.”
The Secret Benefit of LinkedIn Endorsements by The Social Media Hat
Mike Allton delves into the workings and benefits of the Skills & Expertise function in LinkedIn, how it’s connected to LinkedIn Endorsements, how to optimize your skillset for social SEO, and the right way to grow your endorsements (“sift through your own connections and start endorsing the people you know. They will get a notification and many will reciprocate”).
Want a Job? Here Are 6 LinkedIn Tips by MediaPost
Explaining that, “For recruiters, LinkedIn is the largest and most current database of business professionals in the world. For job seekers, it’s a portal into new opportunities, connections and references,” Scott Gillum offers half a dozen tips for job seekers to make the most of the platform, including keeping your past up to date: “Companies go out of business or are acquired all the time. Make sure your resume reflects or notes that change.”
10 Expert Guides to Corporate Marketing on LinkedIn
The Sophisticated Marketer’s Guide to LinkedIn, an infographic by WordPress Hosting SEO
Berrie Pelser shares an infographic he calls “a strategic guide full of interviews and tips from marketing thought leaders combined with expert insights from the LinkedIn Marketing Solutions team (designed to help marketers) embrace the vast opportunities that await—increase awareness, influence perception, generate leads, and ultimately drive revenue.” The checklist-style guide enables you to score your brand’s LinkedIn efforts across 14 different areas like sponsored updates, showcase pages, and use of LinkedIn groups.
Writing that “LinkedIn has historically been overlooked by SEOs in favor of other social media platforms, primarily due to the fact that links in profiles and discussions aren’t really ‘SEO friendly,’” Derek Edmond explains why recent changes by Google have increased the importance of LinkIn for organic navigation, and present seven tips for making the most of that, such as “In addition to the deeper cross-link into the organization’s website, B2B marketers should incorporate applicable keyword targets with descriptive product and services copy.”
Best LinkedIn Company Pages of 2013 by LinkedIn on SlideShare
This short presentation showcases the top 10 LinkedIn company pages of last year, explains what makes each of these pages stand out, and offers general guidance for creating an optimizing a brand’s presence on LinkedIn.
5 easy ways to master content marketing on LinkedIn by iMedia Connection
Writing that “brands must creatively combine paid, owned, and earned media to fully realize all potential points of contact with consumers” (i.e., embrace the web presence optimization model), Roger Katz supplies a handful of useful tips to “kick start your brand communications and content marketing strategy on LinkedIn,” like utlizing relevant LinkedIn groups by “asking questions, answering questions, sharing discussions, and measuring your results using tracking tokens and Bit.ly links.”
LinkedIn’s Sponsored Updates by Brent Carnduff
Brent Carnduff explains what sponsored updates are and why they are worth looking into, then walks through a detailed step-by-step guide to creating sponsored updates, selecting content to promote, targeting your audience (by geographic region, skills, and “more targeting options” such as “schools…LinkedIn Groups, gender, or age”), and measuring results.
A Guide for Optimizing Your LinkedIn Company Page by B2B Inbound
Greg Elwell provides detailed guidance on how to optimize a LinkedIn company page, but in terms of visuals and text (e.g., use the maximum number of characters allowed; include plenty of white space and bullets; and “Sprinkle keywords throughout your description and write it for the user and what’s in it for them”).
9 Ways to Get LinkedIn Company Page Followers by Green Buzz Agency
Want more followers for your company page? Victoria Ipri passes along nine helpful tips, like getting your employees involved, sharing your LinkedIn page on other social media sites (“Are you using Facebook, Twitter, Google+ and other SM platforms? Share your LinkedIn Company page on these sites to hit as many followers as possible with your request. Ask your employees to do the same”), and adding your LinkedIn page URL to your commpany email signature.
To make the most of the strengths of LinkedIn as a platform for B2B marketing, Ross Wilson recommends optimizing the “About” section (“Most companies simply copy and paste the “About Us” section from their website onto their LinkedIn profile. However, this strategy is a mistake for those seeking to network on LinkedIn”) and featuring your employees (“People want to see the faces that are behind your brand”) among other tactics.
Top 10 Tips from Best LinkedIn Company Pages [SLIDESHOW] by LinkedIn Official Blog
Lana Khavinson shares 10 tips from top company pages (yes, it’s from 2012, but most of the tactics still apply!), among them: creating banners that show the vibrant nature of your business and culture (like Aurecon ) and “post content that interests your followers and less about how great your company is” (like Xactly).
Adding a Linkedin Group to Your Company Page by Social Media Tutorials
Jacob Curtis writes that adding a group to your company page on LinkedIn shouldlead to “an increase in traffic and engagement between the two,” and steps through the process for adding any type of LinkedIn group that you manage or moderate, including networking or community groups; resource or information-based groups; and employee or training groups.
3 Guides to Optimizing LinkedIn Company Profile Pages
LinkedIn Creates Product Pages In Bid for More Content-Marketing Dollars by AdvertisingAge
In this short article, Cotton Delo reports on LinkedIn’s experiments with product pages, and notes that “LinkedIn has already made it clear that urging brands to promote the white papers and links to thought-leadership pieces that they’re currently publishing on their company pages to a wider audience is the way it intends to grow its ad business.”
Linkedin Showcase Pages Create New Points of Discovery by iMedia Connection
Following up on the post above, Tom Edwards provides more detail on product / showcase pages, delving into what techniques and content work well by using pages from HP, Adobe, and Microsoft as illustrative examples, though he concludes that “This new showcase option will need to be carefully considered though when deploying…(brands will need to determine) which products have enough content to support the audience in addition to further segmenting the brand’s following into subgroups.”
Pointing out that “When conducting online research, B2B prospects will often judge a company’s credibility based on its website and social presence, particularly on LinkedIn,” Valerie Levin explains how to take advantage of four key LinkedIn company page features, including showcase pages, news feeds, and customized link preview images: “We’ve all had the experience of posting an update to LinkedIn that includes a link, only to find that the preview image that appears just isn’t that relevant. Now, LinkedIn enables you to customize this picture.”
Gone are the days when a mobile-enabled web presence was an afterthought. According to CNN, “Americans used smartphone and tablet apps more than PCs to access the Internet (in January 2014) — the first time that has ever happened.”
Also, consider these stats from the compilation below: about half of all U.S. adults now own smartphones; that figure rises to 76% for millennials. Nearly half of consumers say they won’t return to a website if it doesn’t load properly on their mobile devices. And mobile payments aren’t just for buying lattes—three-quarters of B2B vendors say they plan to offer mobile commerce by the end of 2014.
What do advertisers need to know about mobile access? How large is the mobile share of social network traffic? How does the online use of tablet owners differ from PC users? What the key differences between mobile and desktop search?
Find the answers to these questions and more here in almost two dozen facts, statistics and research findings about mobile marketing and web use from the past several months.
1. There are now 143 million smart phones in use in the U.S., and 71 million tablets. (Heidi Cohen)
2. Mobile internet access enabled by smartphones and tablets has nearly doubled the amount of time spent online since 2010. (Heidi Cohen)
3. 91% of U.S. adults now own a mobile phone. 61% of those are smartphones. (Heidi Cohen)
4. Though according to another source, 18% of adults do not own a cellphone. (iMedia Connection)
5. Smart phone use varies by age group. 81% of U.S. adults age 25-34 own a smartphone, as do 70% of teens and half of adults age 55 and over. (Heidi Cohen)
6. The leading platforms for U.S. smartphone use are Android (53%) and iPhone (40%)). Blackberry now accounts for just 3% of the market. (Heidi Cohen)
7. 189 million Facebook users (almost one out of five) are mobile-only, and mobile use accounts for 30% of Facebook ad revenue. (Fast Company)
8. And 751 million (nearly three-quarters of the total) Facebook users access the network from mobile devices at least some of the time. (Digital Buzz Blog)
9. Twitter has more than 500 million total users. 288 million users are active monthly, collectively sending out over 400 million tweets each day. (Digital Buzz Blog)
10. 25% of smartphone owners ages 18–44 say they “can’t recall the last time their smartphone wasn’t next to them.” (Fast Company)
11. 76% of millennials own a smartphone. 73% own a laptop. (The Social Media Hat)
12. Marketers spent $4.4 billion on mobile advertising in the U.S. in 2012. That figure doubled to $8.5 million in 2013; and that figure is projected to quadruple to $31.1 billion by 2017. Search advertising accounts for about half of the total. (Heidi Cohen)
13. Mobile ads perform 4-5 times better than online ads. (iMedia Connection)
14. 25% of Americans use mobile devices (primarily tablets) only to access the Internet. And there are five times as many cellphones in the world as there are PCs. (iMedia Connection)
15. Forget branded apps though. 93% of consumers say branded apps don’t contribute to their brand loyalty. (iMedia Connection)
16. And there’s this: “99% of apps only get used once. Unless your app does something amazing that no one else’s does, then the reality is that it will get downloaded, opened and forgotten about.” (The Social Media Hat)
17. 60% of Twitter users access the network from mobile devices at least some of the time. (Digital Buzz Blog)
18. Tablet users spend, on average, 50% more online than do PC users. (The Social Media Hat)
19. Nearly half of consumers say they won’t return to a website if it doesn’t load properly on their mobile devices. (The Social Media Hat)
20. On desktop searches, roughly one-third of clicks go to the top organic result. Average CTR on mobile devices tends to skew even more towards the first position, as smaller screens offers fewer listings at any one time. (Brent Carnduff)
21. Currently, about half of B2B vendors sell through mobile (including stores and applications), while 3 in 4 respondents plan to offer mobile commerce by the end of 2014. (MarketingCharts)
“Big data” is one of the trendiest buzzwordy terms in marketing/technology/business today.
So before it gets replaced by the next trendy buzzwordy term, here’s some marketing-related big data for you: 83 valuable facts, stats, and research findings covering strategy, social media, SEO, online advertising, email marketing, content, blogging, social networking, video and more.
What do 40% of B2B buyers say about LinkedIn, that only 19% say about Twitter? Which “social” brands aren’t really social at all? What do only 48% of searches result in? What do 91% of B2B marketers do, but only 36% do well? (No, not that.) What do 73% of reporters say press releases should contain?
Find the answers to those questions and many, many more here in more than 80 social, content, search, and email marketing facts and statistics from the past few months.
4 Marketing Management and Measurement Stats
1. Just 35% of B2B marketing executives say they can calculate the ROI of their marketing spend most or all of the time. 42% say they can calculate ROI only some of the time, rarely or not at all. (B2B Marketing)
2. While two out of three U.S. CMOs say they feel pressure from the top to prove the value of marketing, just 51% of CEOs agree “that marketing’s financial value is clear to the business.” (MarketingCharts)
3. That’s likely because only 45% of CMOs are confident “that they know which metrics or business outcomes their key stakeholders care about.” (MarketingCharts)
4. “Data analytics are currently most commonly used by B2B marketing leaders to measure and report marketing’s performance (64%), as well as to justify (55%) and allocate (52%) the marketing budget. Analytics are least commonly used to fine-tune the marketing mix (14%).” (MarketingCharts)
4 B2B Marketing Stats
5. Consumerization of B2B marketing? 57% of B2B vendors say they are shifting their B2B commerce transactions from offline to online and self-service, and 44% agree “that B2B commerce is adopting B2C best practices in order to optimize the purchasing experience.” (MarketingCharts)
6. Online sales currently account for about 35% of total revenue for B2B vendors, though that’s higher (41%) among US companies. (MarketingCharts)
7. 40% of B2B buyers say LinkedIn is important when researching technologies and services to purchase; 19% say the same for Twitter. (Social Media Today)
8. B2B buyers today are 70%-90% of the way through their “buying journey” before they reach out to a vendor. (B2B Marketing)
6 Social Media Marketing Stats
9. Social media marketing budgets are projected to double in the next five years. (SocialTimes)
10. The top three social networks used by B2B marketers are LinkedIn (91%); Twitter (85%); and Facebook (81%). However, just 62% of marketers say that LinkedIn is effective, while 50% say the same for Twitter and only 30% of B2B marketers view Facebook as effective. (FlipCreator)
11. This one may surprise you: Google+ actually averages more visits per month than Facebook. Google+ receives 1.2 billion visits per month compared to Facebook’s 809 million. (iMedia Connection)
12. 83% of B2B marketers invest in social media to increase brand exposure; 69% to increase web traffic; and 65% to gain market insights. (Social Media Today)
13. Some brands perceived as social aren’t—at all. As of 2013, Apple had yet to claim a Twitter account, Facebook page, or any other type of social media presence. Ditto for Trader Joe’s. (iMedia Connection)
14. People spend, on average, 4X more time on Tumblr and Pinterest than they do on Twitter. (iMedia Connection)
7 SEO and Search Stats
15. Every month there are more than 10.3 billion Google searches, with 78% of U.S. internet users researching products and services online. (B2B Marketing)
16. 54% of B2B buyers begin their buying process with informal research about business problems; nearly 80% of the time spent researching is done line. (B2B Marketing)
17. 33% of organic search clicks go to the first result. (SocialTimes)
18. The top 4 positions, generally those considered to be “above the fold”, receive 83% of first page organic clicks. (Brent Carnduff)
(However, as noted here previously, “a lower position isn’t always bad. If the searcher clicks the ‘back’ button because the top result didn’t meet expectations, then he or she is 5-8 times more likely to click on a lower result than on the initial search.”)
19. It’s also important to consider that only 48% of searches result in an organic click. The remaining 52% result in either a click on a paid ad, leaving the search engine results page without clicking on any listing, or starting a new search. (Brent Carnduff)
20. In addition, as search intent becomes more detailed or specific (long-tail search phrases), the click distribution across the first page organic listings begins to even out, as searchers look for the best match or answer to their query. (Brent Carnduff)
21. And furthermore, long-tail searches have higher overall organic click-through rates. 56% of searches for phrases of four words or more result in a click on an organic result, compared to just 30% for single-word search queries. (Brent Carnduff)
7 Online Advertising Stats
22. Of the three major types of online advertising (search, display, and social), search is viewed as the best channel for driving direct sales, cited by 40% of marketers (vs. 26% who use display to drive sales and 18% using social). However, just over a third of marketers view each channel as valuable for lead generation. (eMarketer)
23. Landing page optimization is viewed as the most important tactic for optimizing the performance of paid search advertising, while targeting by segment is most important in optimizing display ad performance. (eMarketer)
24. 8% of Internet users account for 85% of online display ad clicks. (iMedia Connection)
25. In 2013, Internet advertising expenditures surpassed newspaper ad spending for the first time. Internet ads now account for 21% of all advertising dollars, second only to television at 40%. (Ad Age)
26. Of the 100 largest global advertisers, 41 are headquartered in the U.S., 36 in Europe, and 23 in Asia. Consumer electronics and technology is the fastest-growing ad category among the Global 100. (Ad Age)
27. The average click-through rate (CTR) for online display ads is 0.11% (roughly one click per one thousand views). CTRs aer highest in Malasia (0.30%) and Singapore (0.19%), and lowest in Australia and the U.K. (both at 0.07%). (Smart Insights)
28. Among different display ad formats, large rectangle ads (336 x 280 pixels) generate the highest CTRs on average at 0.21-0.33%, while full banners (468 x 6) generate the lowest at 0.04%. (Smart Insights)
3 Email Marketing Stats
29. Mobile matters. A lot. In 2013, 62% of emails were opened on a mobile device (48% on smartphones and 14% on tablets). (Heidi Cohen)
30. Adding social sharing buttons to email messages an increase click-through rates by more than 150%. (SocialTimes)
31. 48% of consumers say email is their preferred form of communication with brands. (iMedia Connection)
14 Content Marketing Facts and Stats
32. Though more than 90% of marketers now use content marketing, just 42% of B2B marketers and 34% of B2C marketers believe they are effective at this. (e-Strategy Trends)
33. Still, more than 70% of both B2B and B2C marketers plan to produce more content in 2014 than they did in 2013, and six out of ten plan to increase their content marketing budgets. (e-Strategy Trends)
34. 78% of CMOs believe custom content is the future of marketing. It’s not clear what the other 22% are thinking. (SocialTimes)
35. Customer testimonials are the most effective form of content marketing. (SocialTimes)
36. The top challenge for content marketers is “lack of time,’ according to 57% of B2C and 69% of B2B marketers (multiple responses permitted). (e-Strategy Trends)
37. When forced to choose only one “top challenge” in content marketing, 30% of marketers said “not enough time”; 11% said “producing enough content”; and another 11% said it was “producing engaging content.” (@Robert_Rose on SlideShare)
38. Content creation is taking an increasing share of marketing budgets. Nearly half of marketers devote at least 10% of their total budgets to content development. One in five spend 25% or more. (eMarketer)
39. The two most popular formats for marketing content are articles (including internal and guest blog posts), used by 76% of marketers, and video, used by 60%. (eMarketer)
40. 91% of B2B marketers use content marketing. But just 36% say they are effective at it. (FlipCreator)
41. The most effective B2B content marketers 1) have a documented strategy; 2) use more than a dozen different tactics; 3) use an average of seven different social media platforms; and 4) devote nearly 40% of their budgets to content marketing, as shown below. (FlipCreator)
42. The top three content marketing tactics used by B2B marketers are social media other than blogs (87%); articles on their own websites (83%); and e-newsletters (80%). (FlipCreator)
43. B2B marketers rate in-person events and case studies as the most effective content marketing tactics (see full list below). (FlipCreator)
44. The top three organizational goals for B2B content marketing are brand awareness (82% of companies); lead generation (74%); and customer acquisition (73%). The top three metrics used to measure success are website traffic (63%); sales lead quality (54%); and social media sharing (50%). (FlipCreator)
45. 60% of consumers feel more positive about a brand after consuming content from it. (iMedia Connection)
9 Social Networking Demographics Figures and Statistics
46. Pinterest is from Venus, Google+ is from Mars. Two-thirds of Google+ users are male. 69% of Pinterest users are female. (Digital Buzz Blog)
47. Women are more social than men. (Shocking, I know.) One-half (49.0%) of U.S. adult women visit social media sites at least a few times per day, versus one-third (34.0%) of men. (New Media and Marketing)
48. About three-quarters of all Internet users are members of at least one social network. (WordPress Hosting SEO)
49. Grandma and grandpa are crashing teenagers’ social media party. The fastest-growing age cohort on Twitter is 55-to-64 year-olds, up 79% since 2012. And the 45-54 age bracket is the fastest-growing group on both Facebook and Google+. (Fast Company)
50. But social media use is still much more common among the young. 89% of Internet users aged 18-29 are active on social networks, versus 43% of those 65 and older. (WordPress Hosting SEO)
51. Millennials, aka Gen Y, will account for 27% of the total U.S. population in 2014 (vs. 26% Baby Boomers), and 25% of the labor force (vs. 38% Boomers). (AllTwitter)
52. 56% of millennials won’t accept jobs from firms that prohibit the use of social media in the office, and more than eight in ten say that user generated content on company websites at least somewhat influences what they buy. (AllTwitter)
53. The collective spending power of millennials will surpass that of Baby Boomers by 2018, and millennials will comprise 75% of the global labor force by 2025. (AllTwitter)
54. Millennials are, in general, not loyal to employers (91% expect to stay in a job for less than three years) but are loyal to brands (95% want brands to court them actively).(AllTwitter)
7 Business Blogging Stats and Facts
55. 76% of B2B companies maintain blogs. (FlipCreator)
56. 52% of marketers say their company blog is an important channel for content marketing. (eMarketer)
57. B2B companies that blog generate 67% more leads than those that don’t. (SocialTimes)
58. 62% of B2B marketers rate blogging as an effective content marketing tactic. However, 79% of best-in-class marketers rank blogs as the most effective tactic, while just 29% of their least effective peers concur. (FlipCreator)
59. 57% of U.S. online adults read blogs. And of that group, two-thirds “say a brand mention or promotion within context of the blog influences their purchasing decisions.” (New Media and Marketing)
60. Among U.S. adults aged 18-34, four-fiths say bloggers “can be very or somewhat influential in shaping product or service purchasing decisions. (New Media and Marketing)
61. Though 62% of marketers blog or plan to blog in 2013, only 9% of US marketing companies employ a full-time blogger. (Fast Company)
3 Facebook Marketing Stats
62. Facebook now has nearly 1.2 billion total users. (Digital Buzz Blog)
63. 23% of Facebook users check their account more than five times per day. (Digital Buzz Blog)
64. 47% of marketers say Facebook is overrated as a marketing platform. (iMedia Connection)
3 LinkedIn Marketing Stats
65. 45% of B2B marketers have gained a customer through LinkedIn. (Social Media Today)
66. LinkedIn is adding, on average, two members per second. However – LinkedIn has a lower percentage of active users than Pinterest, Google+ (?), Twitter or Facebook, which means “you’re probably not going to have as good a response with participatory content on LinkedIn, like contests or polls, as you might on Facebook or Twitter…(though) passive content like blog posts or slide decks might be just right for your LinkedIn audience.” (Fast Company)
67. Only 20% of LinkedIn users are under the age of 30. (iMedia Connection)
3 Twitter Marketing Stats
68. B2B marketers who use Twitter generate, on average, twice as many leads as those who don’t. (Social Media Today)
69. 71% of tweets are ignored. Only 23% generate a reply. (iMedia Connection)
70. Advertising on Twitter costs nearly six times as much as Facebook ads on a CPM basis; however, the CTR for Twitter ads is 8-24 times higher. (Smart Insights)
3 Google+ Marketing Stats
71. Google+ has more than one billion total users, though only about a third (359 million) are active. (eConsultancy)
72. Users spend an average of three minutes per month on Google+. (iMedia Connection)
73. 70% of brands have a presence on Google+. (WordPress Hosting SEO)
6 Visual Content (Image and Video) Marketing Stats
74. Nearly two-thirds of people are visual learners, and visual data is processed much faster by the brain than is text. (SocialTimes)
75. Adding videos to landing pages can increase conversions by nearly 90%. (SocialTimes)
76. YouTube reaches more U.S. adults aged 18-34 than any cable network. (Fast Company)
77. More than three-quarters (77%) of brand posts shared on Facebook are photos. (iMedia Connection)
78. 73% of reporters say that press releases should contain images. (SocialTimes)
79. There are five million new businesses started each year. One out of 500 get funded and achieve a successful exit. (@Robert_Rose on SlideShare)
3 Marketing Career-Related Stats
80. 79% of B2B marketing executives report noticable skills gaps in the teams they manage. The top areas for skills gaps are in data analysis, customer insight, and digital marketing techniques. (B2B Marketing)
81. Social media experts are in demand. Job postings on LinkedIn for social media positions have grown 1,300% since 2010. (The Strategy Web)
82. Looking for a job in social media? The top five cities for job openings with “social media” in the title are:
- • New York
- • Los Angeles
- • San Francisco
- • London
- • Chicago
And One Final Statistic that Simply Cannot be Categorized
83. Food is the top category on Pinterest; 57% of users discuss food-related content. Garlic Cheesy Bread is the most repinned Pinterest Pin. (Digital Buzz Blog)
As noted in part one of the best SEO posts roundup for last year, with all the significant changes announced by Google in the past 12 months (at least six, detailed in a pair of posts below), “These are indeed “interesting times” for SEO professionals, with rapid and wide-ranging changes to the search landscape being announced at an accelerating pace.”
The general consensus is that the practice of SEO is becoming more strategic, less tactical; more content-driven, less technical. The winners should be organizations that focus on providing targeted, relevant, high-quality content, as well as their prospective customers; with the (little lamented) losers being the spammers, manipulators and black-hat SEO types.
What techniques still work in the new world of SEO? Which need to be discarded? What new tactics and ranking factors are most vital to understand? How should SEO professionals strategically align frameworks for maximizing online visibility and business results?
Find the answers to those questions and many others here in more than two dozen of the best SEO guides from the past year.
Expert SEO Guides and Tips
Noting that in any field, “once a myth has been established it hard to get rid off,” Joop Rijk debunks nine SEO-related myths including duplicate content penalties (“Duplicate content is not considered spam and sites do not get penalized for duplicate content. Google ignores duplicate content and has a way to determine which page they should rank”—though it doesn’t always get this right) and the 100 links-per-page limit (“Googlebot can crawl more than 100 links on a page and there is no specific [known] limit”).
SEO Strategies for People that Hate SEO by Search Engine Guide
Brian Dean offers a handful of simple yet effective rank-improving tips from people not naturally inclined to SEO work, from a clever tactic for getting mentioned in link roundups (one of the few remaining manual link-building strategies that still work) to how to get featured on resource pages.
SEO Makeover for 2014: A Practical Guide for Businesses by Portent
***** 5 STARS
David Portney presents an outstanding checklist of three dozen questions to ask and answer about the state of your site’s SEO, from content-related factors (Does each page have a page-relevant unique title tag? A page-relevant unique meta description? A clear and concise headline?) through links, navigation, and technical SEO considerations.
Top 19 SEO Experts Share Their Best Advice on SEO by Effective Inbound Marketing
Ayodeji Onibalusi curates a big list of helpful SEO tips and tricks from SEO experts including Kristi Hines (“don’t get tempted to buy into cheap SEO services. If someone’s offering 100 backlinks for $5, then they’re more than likely going to get you spammy links that you will pay dearly for in the long run”), Neil Patel (see the next entry), Ann Smarty (“If you love each article you are publishing online, you’ll see genuine interest to your content”), Tadeusz Szewczyk (a.k.a. Tad Chef), and Jayson DeMers (see the “Big Picture SEO Strategy” section below).
11 SEO Changes That Will Give You Big Results by QuickSprout
Neil Patel shares 11 effective but lesser know techniques for optimizing search results, such as capitalizing on the internal-link building power of 404 error pages; creating dynamic infographics; using what he calls the “skyscraper technique” (this blog is an example); and incorporating “most clicked-through words” (such as “how to,” “tips” and “best”) in headlines.
Rethink Link Building for Best B2B Marketing by MLT Creative Ideas@Work Blog
Guest author Jeremiah Smith notes that the old ways of link building are dead (at best, pointless), social sharing is critical, and conversion rate optimization (CRO) supports SEO efforts. He concludes the post with a five-step process for optimizing not just rankings, but also bottom-line business results.
In Search of SEO? Have Content, Be Social by BroadSuite
Dan Newman details several ways in which the practice of SEO has changed over the past 18-24 months, particularly in terms of the role of content (and more importantly, the importance of business blogging: “Even the most optimized B2B site if just a static products and services website will have a hard time growing and sustaining traffic”) and the role of social sharing (“7 of the top 8 factors driving SEO are Social Sharing related and not traditional SEO drivers whatsoever”).
Search Engine Click Through Rate Optimization (+Infographic) by Marketing from the Front
***** 5 STARS
Brent Carnduff reports on some eye-opening research findings in this post which reminds one of a Geico commercial: Did you know that the top four organic search results get 83% of all clicks? Of course, everyone knows that. Okay, but did you know that “As searcher intent becomes more detailed or specific (long tail term), the click distribution across the first page organic listings begins to even out”? That makes, as Brent explains, CTR optimization as important as SEO.
New SEO Best Practices with Schema Markup #SESCHI by TopRank Online Marketing Blog
Confused by what a “schema” is or why you’d bother with one? Brian Larson helpfully walks through the history of this (no longer new) tactic, how it works in action, what the classifications are, and how to get started with schema markup tools, all based on a presentation by Anne F. Kennedy at SES Chicago.
Technical SEO for Nontechnical People by Search Engine Watch
For those confuzzled by technical SEO terms and techniques, Erin Everhart patiently explains “the basics behind what you need to look out for with technical SEO,” including redirects and status codes, canonicals, duplicate uppercase and lowercase URLs (though search engines should really be able to figure this out), and URL parameters.
150 Blog Posts in 50 Days: Why Were Marketers Mad? by Search Engine Journal
McKay Allen details the results of a test to determine how a substantial ramp-up in content creation would affect search traffic, and the surprising response of (some) marketers. The bottom line is that while not all elements of “old school” SEO are dead, content development definitely needs to play a key role in go-forward search strategy.
Infographic: Companies with a blog get 55% more traffic by leaderswest
Jim Dougherty showcases a very helpful SEO infographic, which visually steps through techniques and best practices for on-page and keyword optimization, technical SEO factors, social signals, Google+ authorship, and generating links from inbound marketing.
Best Guides to Big-Picture SEO Strategy
6 Major Google Changes Reveal the Future of SEO by Search Engine Watch
Inviting readers to “take a few steps back and understand the big picture,” Eric Enge looks at half a dozen major changes from Google in 2013–from keyword (not provided) to in-depth articles, and ties them all together concluding “the six major Google changes listed above are all moves that” take tactical data out of the SEO picture and “encourage more strategic behavior.”
How recent Google changes affect your SEO by iMedia Connection
Similar to the post above, Nathan Joynt here reviews the major algorithmic and reporting changes made by Google over the past year, describes the impact of each on SEO efforts, and ties it all together in the end by stating, “one thing is clear: The value of an SEO strategy set on tactics involving direct manipulation of search results is becoming less effective…This is exactly what Google wants. They want inbound marketers and business owners to shift their primary focus away from Google and manipulative link and content schemes and concentrate this energy on each business’ target market and to create the best products, services, and content possible.”
5 Reasons You’ll Need to Increase Your SEO Budget in 2014 by Search Engine Journal
Jayson DeMers makes the case that SEO will require more dollars in resources in 2014, for among other reasons, that “cheap” tactics like keyword stuffing and low-quality backlink building no longer work (and may even backfire); the increasing importance of social media; and the need to produce a steady stream of fresh content.
Best Guides to Search Engine Ranking Factors
Cyrus Shepard unveils results from the the Moz semiannual (see also the wrapup of this from Rand Fishkin, below) survey of SEO professionals on ranking factors, and predicts which factors are likely to become more important (e.g., authorship metrics) and less important (e.g., exact keyword match domains0 over the next few years.
Weighting the Clusters of Ranking Factors in Google’s Algorithm by Moz
***** 5 STARS
Rand Fishkin explains some of the key takeaways from the Moz semiannual survey on ranking factors. The top three factors remain the quality and quantity of backlinks to a domain; quality/quantity of backlinks to specific pages; and page-level keyword and content features.
Infographic: Every ingredient that contributes to search engine ranking by leaderswest
***** 5 STARS
For those who prefer their ranking factors in a colorful, illustrated format, Jim Dougherty (again) shares a bookmark-worthy SEO infographic detailing 200 Google ranking factors, from domain factors like domain age and history through page-level factors, site-level factors, backlink factors, social signals and more.
Best Guides to SEO in the Keyword (Not Provided) World
Overcoming Google’s Keyword ‘Not Provided’ Data by Web Marketing Today
Kevin Webster outlines several strategies for dealing with keyword (not provided) in search analytics, such as benchmarking and optimizing search landing page traffic and performance: “The company should let go of the notion of ranking for a search term, and focus more on the idea of ranking for a search concept.”
Google ‘(Not Provided)’ Keywords: 10 Ways to Get Organic Search Data by Search Engine Watch
Jennifer Slegg reviews the motivations behind Google’s move to secure search, how the change affected the practice of SEO, and 10 methods for “replacing the (missing keyword) data now that Google isn’t providing it,” such as looking at non-Google search data, Google Webmaster Tools reports, and analyzing on-site searches.
Best Guides to SEO for Panda and Penguin
Life of an SEO Before, After and Beyond Penguin 2.1 an Infographic by WordPress SEO Cloud Hosting
Berrie Pelser presents a fantastically helpful graphical guide to SEO in the post-Penguin environment, which illustrates for example from spending time and money to obtain directory links (before Penguin) to spending time and money getting low-value links removed, and moving from article spinning to quality guest blogging.
How to Recover from Panda Dance by Kaiser the Sage
If your search rankings were mauled by Panda, Jason Acidre details seven techniques for recovering that lost traffic, including rich-snippet optimization (which “seems to be one of the best methods to use in responding to these recent algorithmic changes”), upgrading “evergreen” landing pages, and optimizing for local search.
Brian Rauschenbach offers half a dozen practical tips for SEO in the post-Panda world, among them: “Ensure that links to your site are natural. Panda likes links from quality sources but will come down hard on you (and may even exclude you from Google’s search results) if your site is inundated with overly targeted links, especially if they are sponsored…it’s clear that Google is looking to essentially reward companies and marketers who make a concerted effort to populate their sites with authoritative, useful, and shareable content.”
Best Guides to SEO for Hummingbird
5 Ways To Unlock The Benefits Of Semantic Search by Search Engine Land
Explaining that semantic search is intended to make search results “more personal, more engaging, more interactive and more predictive,” Barbara Starr offers guidance on how to unlock its benefits, from optimizing content based on user intent rather than keywords (based on Google patents in this area) to fully leveraging Google+ and implementing appropriate semantic markup.
Hummingbird Unleashed by Moz
Gianluca Fiorelli recommends taking using a philological (based on the original documents and observation of effects) method to adapt to Google’s algorithmic changes, and details the results of his “study of those documents and field observations” pertaining to Hummingbird, how Hummingbird works, how large the impact is, and most importantly–how to do “Hummingbird-friendly” SEO (e.g., follow technical SEO best practices, build the right kinds of links, and use analytics to optimize social media marketing efforts).
Hummingbird’s Impact On B2B Sites by Search Engine Land
Contending that “The new Hummingbird algorithm will revolutionize the way B2B companies market their sites in search,” Harrison Jones explains how Hummingbird works, how that is likely to affect search rankings and traffic for b2b websites, and how those sites can capitalize on the algorithm change to draw more–and more relevant–traffic from search engines.
Somewhat echoing the points made in the post above, Laurie Sullivan writes that “Search engine marketers need to put aside attempts to raise their brand’s Web site to the top of first-page query rankings through old-fashioned optimization techniques and focus on content,” and more specifically, that they should “Use objects, images, and videos, and with the correct semantic structure the content will get grabbed” by the search engines.
As noted in 21 (of the) Best Facebook Guides, Tools and Rants of 2012 So Far a few months back, Facebook remains the 800-pound gorilla of the social networking world. It’s now exceeded one billion users, and as noted below, 80% of all businesses maintain an active Facebook presence.
But its incessant changes, moves to charge brands and celebrities for exposure they’ve become accustomed to getting for free, and possibly even (gasp!) aging demographic may be cause for concern.
Will Facebook lose ground to Google+? Is it becoming uncool? Or if not—how have recent changes in Facebook’s layout changed best practices for marketers? what are the secrets to Facebook advertising success?
Find the answers to these questions and more here in two dozen of the best Facebook guides, tips, stats, facts, raves and rants of 2012.
Facebook Tips and Guides
The Simple Science of Facebook Engagement by MyBeak Social Media
Laura-Lee Walker shares an infographic that reveals the “formula to follow” for greater engagement on Facebook. Among the key findings: “Include images with posts. This increases the likelihood that fans will engage with your fan page (39 percent higher than average).” The infographic also shows the best (and worst) times to post, contest ideas, “winning words” to include in updates and more.
SEO for Facebook – New Video Revealed by Search Engine Journal
Adria Saracino points readers to a video produced by Facebook that provides business owners and marketers with tips on how to optimize their Facebook pages for search engines. She writes that “The video takes users step-by-step through a number of processes for building an optimized Facebook page with a good name and quality, relevant content.”
Mustaza Mustafa presents a richly illustrated, step-by-step process for using the CertifiedSeller app to add a Twitter profile link to your tab on Facebook timeline. Commenters note that Facebook could certainly do something to make this process easier, but the method here does work.
Nine Ways To Improve Your Facebook Engagement and ROI by MENGonline
David Lund details nine tactics for improving marketing effectiveness on Facebook, such as “Use Facebook to communicate your new news and introduce new products. Your followers are more interested than most consumers in news about your products and brand. They will likely be early adopters and advocates that can help build word of mouth BUZZ about your new products.” Though targeted at consumer marketers, many of the tips apply to b2b marketing as well.
Understanding the 6 Facebook Post Types by Practical eCommerce
***** 5 STARS
Paul Chaney explains in detail the six types of posts that can be added to a Facebook page along with “reasons why you would use them and best practices for each post type” and tips for the best use of each post type, for example on video posts, “Don’t put logos in the video. Harvard researchers found that the more prominent or intrusive the logo, the more likely viewers are to stop watching, even if they know and like the brand.”
How to Do a Facebook Personal Profile Security Audit by Seriously Social
Ian Anderson Gray shows how to do an in-depth personal security audit on Facebook, covering everything from password updates and recognized devices to adding a “do not track” plugin and navigating Facebook’s privacy settings. While this process is for personal profiles, Ian notes “if you do manage a Facebook page, make sure all your admins run a security audit on their personal profiles each month. There are serious issues here, because your page could be compromised by the security settings of one of your page’s administrators.”
Jonathan Greene provides a detailed, illustrated five-step process for using Facebook Insights to identify patterns and trends that can make your social media marketing much more effective, or as he puts it, “Filtering your posts by certain KPIs might reveal very rewarding patterns in engagement and syndication, which could be the push you need to take your social campaigns to the next level.”
13 ways to boost your Facebook Page reach by Socialbrite
Arguing that “Marketers who are whining about (Facebook forcing people to pay to have their page updates reach their Facebook fans) need to put down the tissues and realize that promoted posts are simply one option among many to amplify reach,” John Haydon delves into the inner workings of Facebook’s EdgeRank algorithm and offers 13 recommendations for reaching fans without writing a check, including posting awesome content (based on thorough analysis of past performance) and using your blog, events and webinars to increase visibility.
5 Successful Facebook Marketing Campaigns – Case Studies by jeffbullas.com
It’s easy to generate tremendous traffic and buzz on Facebook if you’re a major brand advertiser with buckets of money to spend, but what about small businesses with much more limited means? Jeff Bullas very helpfully here offers small to midsized business marketers some proven tactics for Facebook marketing success and then shares five case studies from small firms that have made a splash on the giant social network with cleverness and creativity, on a budget.
Stop Looking at Facebook’s Insights by Inkling Media
Ken Mueller makes a compelling case for, well, not quite ignoring Facebook’s Insights, but at least putting those numbers in proper perspective. Noting that “I honestly put very little weight in Facebook insights. They change how things are measured on a regular basis, and if you spend any time poring over the numbers, you know they clearly don’t add up. I wish they did, but they don’t,” he outlines five reasons not to obsess over these metrics—and what to focus on instead.
Facebook Promoted Posts and Other Recent Updates of 2012 by Vertical Measures
Sarah Schager shares updates on nine post-Timeline Facebook changes, including promoted posts (only for brands with at least 400 fans), changes to how to links are handled within status updates, events, and the inclusion of mobile views in the reach metric (finally).
Facebook Simplifies Ad Creation With Redesigned Self-Serve Tool by Sprout Social
Jennifer Beese explains Facebook’s recent changes to its self-service ad creation tool and notes “Once you’ve chosen what you’d like to advertise and listed your main objective, Facebook will recommend a combination of traditional sidebar ads and Sponsored Stories. Additionally, you’ll receive a preview of how our Sponsored Stories will appear in people’s’ News Feeds.”
12 Latest Facebook Page Features You Might Have Missed by Social @ Blogging Tracker
The delightful Wong Ching Ya details a dozen of Facebook’s relatively new features, including onsite notification (which provides page administrators with “instant page notifications in your profile’s homepage for new posts, fan messages, comments or whenever someone liked your page posts”), target page posts, and Facebook custom audiences (“Brand pages can now target their offline audiences on Facebook through relevant ads by uploading info such as email addresses, phone numbers or Facebook user IDs”).
You’ve probably read about the dismal click-through rates for Facebook ads, but Dan Slagen here offers guidance on beating the averages through high relevance and a compelling call to action, then presents examples of brands generating strong performance with Facebook advertising.
Facebook Upgrades Small Business Site by MediaPost
Noting that small business advertisers are vital to Facebook (and Facebook is an important marketing platform for many small businesses), Mark Walsh reports on efforts by Facebook to help small businesses create more effective ads and generally use the social network more effectively, including tips like: “Ensure you know people are coming to your business because they found you on Facebook: whisper codes, unique Facebook links to your site, friend referrals, exclusive Facebook discounts. Also, put your Facebook URL on more of your in-store materials—receipts, napkins, brochures, etc., to increase fanning of your Page.”
15 Tips For A Successful Facebook Ads Program by MediaWhiz
Adam Riff shares 15 “secrets” to optimize Facebook advertising, such as rotating ads frequently to combat banner blindness, tracking metrics beyond basic “likes,” testing occupational targeting, and leveraging Facebook data to make smarter media buys through other channels (“The great thing about Facebook data is that it can give you insights about your consumer base that you might not have otherwise known”).
Noting that “Facebook seems to be launching a new form of advertising—or some new feature within the advertising—every day,” Amanda Sibley details the features and usage of Facebook’s five forms of on-page advertising in this thorough and helpfully illustrated post.
Facebook 2012 Facts and Figures for Small Business Success by MyBeak Social Media
Laura-Lee Walker (again) shares a huge collection of Facebook facts in this infographic, such as that 58% of Facebook’s one billion+ users visit the site daily; the average Facebook visits lasts 20 minutes; 80% of businesses are active on Facebook; the two most popular apps are the Blackberry Smartphones App and Texas Holdem Poker; and much, much more.
Frequent best-of writer Laurie Sullivan reports on Facebook’s efforts to make it simple for small businesses to connect with their customers on Facebook, noting “About one-third of the 100,000 small businesses that have published Offers are new Facebook advertisers, and about 30% are claimed on mobile devices,” and that “Facebook (now) supports more than 13 million small and local business pages.”
Facebook Rants and Raves
Is Google Unstoppable? by MediaPost
John Capone details advertising statistics and projections that suggest, over the next couple of years, in terms of advertising revenue, “Google will begin to leave Facebook and the rest (of the major ad sellers) in the dust.” He describes Google as The Predator of the online advertising world, while Facebook is more like Barney the purple dinosaur.
5 reasons your brand doesn’t need Facebook by iMedia Connection
Peter Platt sets out to dispel five “myths” of Facebook marketing, among them that Facebook is an engagement platform for brands: “A couple of years back, we wanted to ‘like’ brands so we could see what their offers were. But all too often, brands became that annoying friend who posted too much, and we quickly learned to hide or unfriend those brands. Brands also started building out complex Facebook platforms with lots of functionality and engagement tools, but the reality is that the news feed is the core of Facebook activity. Complex portals garner some interest, but at the end of the day, the news feed is where most of the users are.”
Kyle Spencer advises investors that although Mark Zuckerberg may have discovered he really does need to listen to the market, there are five things to keep in mind before diving into this stock, such as that the kids are somewhere else: “There was a time when Facebook was cool. Not anymore. 65% of Facebook users are 35 and older, and adults are the fastest growing demographic…Why is it important where teens hang out? Because parents follow their kids around on the Internet. Teens are the first adopters, the fastest social innovators and have more free time to surf the net. Jumping ship keeps teenagers one step ahead of mom and dad. Remember AOL? It’s an old folks home, now.”
Facebook is for Likes Not Leads by Brent Price Carnduff
Writing that “The truth is, most of those 900 million people (actually over a billion now) aren’t there to be marketed to. And frankly, Facebook doesn’t make it that easy for businesses to connect with them,” Brent Carnduff outlines what he believes Facebook can, and can’t, do for marketers and business owners.
Facebook: Are the Good Times Really Over for Good? by WindMill Networking
Chris Treadaway laments recent changes by Facebook that make it more expensive—much more expensive—for brands to reach fans with their content. He cites recent criticism of the social media network by Mark Cuban, George Takei, and a range of Facebook community managers, yet in the end concludes “It’s going to cost us more to do the things that we’ve gotten for low cost so far…but we won’t go anywhere.” Maybe.