Posts Tagged ‘Drew Hubbard’

21 Fantastic Facebook Marketing Guides

Tuesday, April 8th, 2014

Many (most?) marketers have a love-hate relationship with Facebook.

On one hand, not only is it an easy-to-use, low-cost platform with more than a billion members, but 77% of B2C companies and 43% of B2B vendors have acquired customers from Facebook, and the world’s largest social network drives 20% of all internet page views.

Markets Have Mixed Emotions About FacebookOn the other, marketers don’t “own” their presence on Facebook, consumers continue to have privacy concerns about the site, and Facebook is constantly making changes to its interface and other functionality, including recent modifications that have drastically reduced organic reach for brands.

But the bottom line is, as Amanda DiSilvestro notes in one of the posts highlighted below, “there are two online platforms (marketers) just can’t avoid: Google and Facebook.”

So with that in mind, how can brands optimize the limited organic visibility they still have? What are the best page apps for Facebook today? What can SMB marketers learn from the biggest brands on Facebook? What are the best practices for advertising on Facebook?

Find the answers to these questions any many more here in almost two dozen of the best guides to marketing on Facebook of the past year.

Best Facebook Marketing Guides

5 Painfully Obvious But Extremely Effective Facebook Tactics Nobody Told You About by unbouce

Stefanie-GrieserWriting that she’s “heard that it’s easier to get into Harvard than into someone’s Facebook news feed,” Stefanie Grieser shares a handful of tips to help get your content noticed by fans, such as creating a photo collage instead of just posting a single image, and asking questions only at the end of posts.

Is there value in #Organic #SMM after Facebook closes the “Like Economy”? by Social Media Marketing 4 Business

Gary SchirrPondering the impact of the death of EdgeRank, Gary (@ProfessorGary) Schirr ?notes that “a post by a brand’s Facebook page could expect to reach 16% of its fans” up until the fall of 2013; but “after the algorithm change that figure seems to be 2.5%!” Will content proliferation and advertising keep small companies from being successful with social media marketing?

Infographic: Ten Facebook Page best practices by leaderswest Digital Marketing Journal

Jim DoughertyJim Dougherty highlights an infographic detailing ten ways to boost a brand’s Facebook page agreement; for example by asking questions (ask fans to share consumer preferences or help name your new product), use images, use fan content (“People love to see their content & their friends’ content shared by brands”), keep posts simple, and have fun!

37 of the Best Facebook Page Apps for Brand Marketing by Pamorama

Pam DyerWriting that “One of the easiest ways to use your Facebook page to its fullest potential for social media marketing is to employ third-party Facebook applications,” Pam Dyer provides brief reviews of more than three dozen such apps here, from Facebook app suites like AgoraPlus to apps for creating tabs, ecommerce, posting/scheduling, contests and promotions, blog apps and more.

Easy-to-steal ideas from Facebook’s 10 biggest brands by iMedia Connection

Drew HubbardDrew Hubbard shares ideas from mega-brands that “can be stolen…by even the smallest brands,” such as showcasing sponsorship of a local cause or organization; using caption contests (Red Bull does this well); documenting an event in photos; sharing an image of a cute animal next to your product (you don’t really need a reason); or giving people a look “behind the scenes” at your brand or company.

Facebook: News Feed Visibility Changes and RIP EdgeRank via V3 Integrated Marketing

Katy-SchambergerKaty Ryan Schamberger explains that while the term “EdgeRank” is no longer officially used by Facebook, “the algorithm’s three determining factors—affinity, weight and time decay—still play a role in News Feed visibility, although today’s ranking algorithm is much more complex. After detailing other new features, she notes that the key to increasing Facebook visibility is to create content users find engaging.

7 Powerful Facebook statistics you should know for a more engaging Facebook page by The Buffer Blog
***** 5 STARS

Belle Beth CooperBelle Beth Cooper reveals some real-world findings about Facebook use that can help marketers optimize use of the social network, such as that photo posts get 39% more interaction; using emoticons increases comments by 33%; and question posts generate double the number of comments as the average post.

Facebook Finally Gets Hashtags: 10 Smart Ways to Help B2B Marketers by Inbound Visibility

Sunita BidduExplaining that “hashtags can help your business get noticed by putting your posts in the stream of what’s being said and bringing you together with other people that are talking about the same thing as you are,” Sunita Biddu shares tips for optimizing your posts with hashtags, among them: know your audience, be consistent in your communications, engage your fans, and be active during events: “Creating a custom hashtag for your event (e.g. fundraising, seminar, handmade trade, etc.) and sharing it with attendees is a great way of increasing your brand’s buzz online.”

Does Facebook Work for B2B Lead Generation? Hell Yes! by Marketo Blog

Jason MillerWriting to those “who say that Facebook is not an effective lead generation tool for B2B, I will tell them that they need a new strategy,” Jason Miller reveals how Marketo generates leads on Facebook and summarizes the experience with four helpful recommendations, among them: “Wittiness is terribly underrated. B2B marketers like to have fun too. They are not on Facebook to be sold to. Entertain them a bit, and then tie it back to something useful.”

Best Facebook Advertising Guides

Infographic: Facebook ad term glossary by Inside Facebook

Justin LaffertyJustin Lafferty presents an infographic that explains words and phases as used in the world of Facebook advertising, such as Broad Categories (“allows advertisers to target users who have information in their Timelines and actions taken related to a specific category of interests”), Conversion Specs, Custom Audience, and Offsite Pixel (“tracking code placed on an external success page which alerts Facebook” of a conversion).

The Complete Guide to Getting Started with Facebook Ads by buffer

Amanda DeSilvestroAmanda DiSilvestro provides an outstanding guide for those new to Facebook advertising, covering everything from the four different types of Facebook ads (and under what circumstances each option works best) and progressing through how to set up a Facebook ad, how to manage ads, and how to optimize campaigns once they are up and running.

Infographic: Facebook ad cheat sheet by leaderswest Digital Marketing Journal
***** 5 STARS

Jim Dougherty (again) showcases a phenomenally useful cheat sheet detailing all of the different Facebook ad sizes, types, positions, and options available. Beyond ad dimensions, this infographic also includes helpful tips, recommendations, and potential pitfalls to avoid.

20 Quick Facebook Ads QA Steps by FB PPC

Andrew FoxwellAndrew Foxwell lists 20 questions to ask if your Facebook ads aren’t performing well, or if performance takes a sudden dip. Among them: Does (the) mobile landing (or desktop) page stink? Are the targeting audiences too small? Does the client have an active Facebook page? And have you gone through the signup flow and seen if the parameters stick properly?

How to Setup Facebook Conversion Tracking and Why It Matters by SteamFeed

Writing that “the Facebook Conversion Tracking feature is a way for marketers to measure the return on investment (ROI) of their Facebook ads,” Amanda DiSilvestro (again) provides a concise, three-step process for setting up and using this capability.

A Guide to Facebook Advertising by Capture the Conversation

Leah LeskoConfused by “the ever-changing landscape of Facebook ad types”? You’re not alone. But Leah Lesko here helpfully sorts it all out, explaining the use of, details behind, and tips for sponsored stories, promoted posts, dark posts, Marketplace ads, and mobile app install ads.

Best Guides to Facebook Cover Photos

5 Ways to Turn your Facebook Cover Photo into a Call-to-Action that Converts by Wishpond

This post provides detailed and richly illustrated examples of five ways to drive conversions using Facebook cover photos, such as promoting a Facebook Page Tab, getting more “Likes,” or promoting gated content such as a white paper–though the post does point out that “it is not easy to fit content like ebooks and infographics inside of a Tab.”

Facebook Reduces Cover Image Restrictions by v3 Integrated Marketing

Shelly KramerShelly Kramer says that “the latest (Facebook changes) might just make your day. The site has quietly removed the majority of its cover image restrictions, making it easier for brands and businesses to use this valuable visual real estate to promote things like sales, events and the Facebook page itself.” She then details what elements brands are now permitted to use in cover images, including “Calls to action such as ‘Buy now,’ ‘Tell your friends,’ ‘Contact us,’ etc..”

How to Effectively Use CTAs on Your Brands Facebook Page Cover Photo by Ignite Social Media

Building on Shelly’s post above, Ross Wilson delves into the use of calls to action on Facebook page cover photos, offering six tips for writing a compelling CTA (such as “Front load them with subjects and verbs. With only 20 percent content allowed in your cover photo, your CTA will be approximately the length of a tweet”) and following up with a handful of illuminating real-world examples.

Best Guides to Facebook Graph Search

Infographic: How to optimize your business Page for Graph Search by leaderswest

Jim Dougherty (one more time) showcases a nine-step “cheat sheet” for optimizing a page for graph search, from the basics like choosing the right category and making sure your business address is listed correctly through posting and tagging photos and videos (“posting photos and videos and tagging your business page in them can improve Graph Search rankings”).

Introducing Graph Search: Help People Discover your Business by Facebook Studio

This brief post explains what Facebook Graph Search is, how it works, why it was developed, and how it will be rolled out. “With Graph Search, people can search the social graph by looking for things like ‘sushi restaurants that my friends have been to in Los Angeles,’ ‘hotels near the Eiffel Tower,’ or ‘TV shows my friends like.’”

Social Media: Why Facebook’s new Graph Search will change social media marketing by MarketingSherpa

John CockburnNoting that “The way Graph Search works is simple … it filters our search results by what our friends and neighbors have previously liked and shared with us,” John Cockburn explains that while graph search by no means heralds the end of marketing on Facebook, it does make relevance even more vital and means “companies will now have to find the right mix of creativity and incentives as they battle for check-ins and likes to maintain relevancy in consumer search listings.”

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23 (More) of the Best Social Media Guides, Tips and Resources of 2012

Tuesday, December 4th, 2012

As noted in 33 (of the) Best Social Media Guides, Tips and Resources of 2012 So Far, posted here a few months ago, social media marketing adoption is now so widespread there’s little further question of “if” or “when” in the minds of most marketers–but many “how” and “what” questions still remain.

How can marketers make more productive use of their time on social networking sites? What’s the best time of day to post updates on Twitter or Facebook? How can you make sure your company’s social media policy doesn’t run afoul of employment law? What under-utilized site has been called a “social media powerhouse,” and which highly popular social bookmarking site is frequently overlooked by marketers? How can you measure (or can you measure) social media ROI?

Find the answers to those questions and many more here in almost two dozen of the best social media guides, tips, tools, insights and rants of 2012.

Social Media Marketing Guides and Tips

Social Media Campaigns Don’t Match When Consumers Are Online by Spin Sucks

Gini DietrichThe brilliant Gini Dietrich reports on research showing that marketers commonly choose the wrong time of day to post and engage on Facebook, Twitter and YouTube, as well as to send emails. While the study was fairly small, the findings are consistent with other sources indicating that they key to better social media results may lie in better timing of updates rather than just more of them.

12 Essential Social Media Cheat Sheets by Mashable

Ann SmartyTools guru-ess Ann Smarty shares a dozen helpful “cheat sheets,” which “are basically infographics that can give a user a simple rundown of various features and how to use them.” The collection here provides guidance on getting the most out of Google+, Facebook and Twitter, as well as network-specific spam definitions and keyboard shortcuts.

Fortune 500 CEOs Don’t Get Social Media! [Research] by Heidi Cohen

Heidi CohenQuoting research showing that “70% of the Fortune 500 CEOs have no presence on social media networks…Two thirds of CEOs on Facebook have less than 100 friends and over a quarter of CEOs on LinkedIn have 1 or 0 connections,” the always insightful Heidi Cohen suggests three reasons why CEOs fear social media (such as liability concerns) and three ways they could actually leverage it instead (such as setting an example for employees: “An active CEO encourages others to engage and shows public support for social media activity that helps build brand and customer relationships over time”).

How your brand is abusing social networks by iMedia Connection
***** 5 STARS

In this must-read post for social media strategists, Rob Rose explains in his own often provocative and always entertaining manner how brands are commonly misusing social media by treating it as another marketing channel, the dangers of that approach, and why each social network should instead be utilized according to its own unique personality and etiquette. “Marketers are the nerdy freshman at the cool kids’ senior party. Say the wrong thing — or say it in the wrong way — and risk getting ridiculed and bounced out. Come with a case of beer and some great conversation, and you just might be a hit. But even then, you are only one mistake away from a viral case of #Fail…make no mistake, this is challenging — and it’s not an even playing field. It used to be that marketers could simply avoid being “salesy” on their social channels, and the world would be OK…But as social marketing becomes increasingly business driven — and content strategies converge in the paid, owned, and earned (POE) models — simply using social channels to engage and entertain is no longer quite as simple…it’s no longer good enough to want to show up to the party with a case of beer. Now, you’ve got to find a way to pay for it as well.”

Beyond the Basics: 30 Fresh Social Media Tips for 2012 by KISSmetrics

Kristi HinesFrequent best-of honoree Kristi Hines provides an outstanding list of general social media tips (e.g., “Cross promote your social profiles. Look for opportunities to add links from one social profile to others. Google+, for example, allows you to link to as many of your other social profiles as you choose”) as well as specific suggestions for getting the most out of Facebook, Twitter, Google+, LinkedIn and Pinterest.

Slideshare: The B2B Social Media Powerhouse by Heidi Cohen

Noting that “Slideshare receives 60 million visitors per month. More importantly, these visitors tend to be highly influential business people seeking to engage with relevant content,” Heidi Cohen (again) serves up 10 actionable Slideshare marketing tactics, from knowing your target audience on the site to using hashtags, optimizing your presentation’s title and tracking results.

Five Ways Social is Shaping your B2B Customers by LinkedIn Today

David EdelmanDavid Edelman shares a presentation from McKinsey’s Lareina Yee on the Social Enterprise, which includes five ways  social is shaping B2B customers, among them “DIY prospecting” (where customers conduct significant research before ever entering the sales cycle), peer influence, and “click to compare”–conditioned to price transparency in their consumer lives, B2B buyers are coming to expect it from business product and service vendors as well.

3 ways to stop wasting time on social media by iMedia Connection

Drew HubbardDrew Hubbard outlines three social media management practices that will “free you up to do more of what really matters in social media — respond and engage.” Even more helpfully, he lists tools that will assist with each practice. For example, useful tools for keeping a collaborative calendar include Google Calendar, Outlook, Basecamp and ZOHO.

The 5 Best Ways to Use Social Media to Drive Traffic to Your Website by WindMill Networking

Lilach BullockGuest blogger Lilach Bullock shares a handful of tips for increasing web traffic from social media, including being active and engaged (“The one thing that most business owners using social media don’t do is listen”) and making influential links (“identify a list of key influential people in your industry and engage with them. If you are genuine in your praise they will naturally want to find out about you too”).

7 Sources of Inspiration for Writing Sizzling Social Media Posts by Rebekah Radice

Rebekah RadiceWriting that “Unless you are a natural born writer with exceptional skills, running out of content ideas is inevitable,” Rebekah Radice offers tips for finding topic inspiration such as through social media (Facebook groups, LinkedIn questions, Twitter trending topics), books and other industry-related publications, and (when all else fails) re-purposing your own older content.

Social Media ROI Measurement Guides

Social Media: ROI Possible by SlideShare

Angie SchottmullerIn this presentation originally delivered at SES San Francisco, the delightful Angie Schottmuller explains why social media seems like it should be easy, but isn’t. She notes that “social media” is far more than Twitter, blogs and Facebook, now encompassing “social listening,” content curation, crowdfunding, social gaming, social CRM and more. She shares the three reasons that social media ROI measurement is rare, then presents a plan to address each obstacle.

If the presentation alone doesn’t supply quite enough detail for you, check out Social Media ROI: How To Define a Strategic Plan, Angie’s guest post further exploring the same topic on Search Engine Watch.

6 Expert Tips for Measuring Social Media ROI by OMI Blog

Megan LeapMegan Leap share half a dozen tips on social media ROI measurement from Nichole Kelly, author of How to Measure Social Media: A Step-By-Step Guide to Developing and Assessing Social Media ROI. such as “Social media interactions take place on the web, which is inherently more measurable than offline channels like print, TV and Radio. Measuring social media is actually really easy and most marketers have the tools they need. They just need to start using them a different way.”

Social Media Tools

5 Tools to Simplify Social Media Monitoring Tasks by Link-Assistant.Com Blog

Ann Smarty (again) reviews a handlful of helpful social media monitoring tools, including a couple of familiar names (SproutSocial, HootSuite), a couple of less familiar options (such as Cyfe), and even shows how the free Google Reader tool can be used for basic brand- or keyword-monitoring.

The Top 5 Social Media Managing Tools by Social Media Today

Jen EisenbergJen Eisenberg present highlights of five social media management tools, including not just popular applications like HootSuite but also newer, lesser-known tools such as RebelMouse and Flavors.me, which she calls “a hidden treasure…You can pull your photos, updates, videos, music and more from 35 different web services, one of the most of any social media aggregators.”

Social media tools for the smart agency by iMedia Connection

Scott Fiaschetti reviews seven tools for social media monitoring and management, ranging from relatively simple and inexpensive (uberVu) to more sophisticated offerings like Adaptly, “a platform for execution and optimization of social campaigns across Facebook, Twitter, LinkedIn, StumbleUpon, and YouTube.

Social Media Cheat Sheet for Image Dimensions by The Landlord Blog

How large should your cover photo be on Facebook? What about a story image or shared Facebook video? How many pixels of your Twitter background image are visible to most users? What are the correct dimensions for a cover photo on Google+? Find the ideal / required dimensions for all of these uses and many others in this highly bookmarkable infographic.

24 Must-Have Social Media Marketing Tools by Social Media Examiner
***** 5 STARS

Cindy KingCindy King compiles two dozen recommendations from social media pros on their favorite tools, from Commun.it (which Shelly Lucas says helps her to “build and nurture relationships with supporters, influencers and potential customers on Twitter”) to AgoraPulse (which according to Aaron Kahlow “provides everything your Facebook Page will ever need”).

Writing Social Media Policies

Eight Ways Your Employee Social-Media Policy May Violate Federal Law by Ad Age Digital

Brian HeidelbergerEvery marketing manager knows that his/her company needs a social media policy for employees, right? Actually, no—as of mid-2012, only about 40% of companies had such policies in place. Even worse, according to Brian Heidelberger, is that it’s quite possible “most all of our current social media policies are illegal.” According to rules established by the National Labor Relations Board (NLRB), a social media policy likely runs afoul of the law if it prohibits or restricts “friending” other employees, posting about the company, talking about coworkers, talking to the press, or using social media sites while at work.

Your Social Media Policies by iMedia Connection

Lee SchneiderLee Schneider outlines nine key points to keep in mind when creating a social media policy, among them “support individuality but stay on message…Many company accounts have multiple posters. Encourage them to let their voice come through, but also make it clear that they are posting for the brand and what the brand stands for,” encourage dialogue but never argue on the Internet, and don’t delete complaints (but do respond to them humbly, helpfully and publicly).

Reddit Marketing Tips

6 Ways to Use Reddit to Grow Your Business by Social Media Examiner

Ben BeckI know—Reddit? A site whose home page is frequently dominated with stories that have headlines like “How I respond whenever a girl thinks I’m cool” and “Extremely Scary Ghost Elevator Prank in Brazil” hardly seems like a promising venue for professional marketers, but don’t write off the second-most popular bookmarking site on the web until you’ve read Ben Beck’s discussion of half a dozen popular business-oriented communities there.

Reddit Marketing [INFOGRAPHIC] by e-Strategy Trends

David EricksonDavid Erickson shares the Reddit Marketing Field Guide infographic, which provides stats about Reddit use (2.5 billion monthly page views), the typical Redditor (18-34 years old, geeky, liberal and male), and tips on adding content that will get shared (spamming will get you nowhere). Despite its high traffic, Reddit isn’t appropriate for every marketer; but if this is your target market, then this is your helpful infographic.

YouTube Marketing Tactics

6 lessons in launching a branded YouTube channel by iMedia Connection

Michael Estrin shares tips from several agency professionals on how brands can get the most out of their YouTube channels, from starting with a strategy and plan through keeping your audience engaged. In the end, success comes down to “picking what is achievable for your brand and matching realistic key performance indicators to them.”

The ultimate guide to video marketing on YouTube by iMedia Connection
***** 5 STARS

Kent LewisReporting that “global internet video traffic will make up 54 percent of all consumer internet traffic in 2016 — up from 51 percent in 2011″ and “Video offers greater retention and recall — up to five times greater than the written word,” Kent Lewis provides an exhaustive guide to everything from video marketing best practices and optimization essentials to YouTube advertising and video sitemaps.

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Best SEO Guides, Tips and Resources of 2010

Wednesday, January 26th, 2011

Ranking well in organic search results becomes more imperative every day, particularly in the B2B world. According to recent research, 9 out of 10 B2B buyers say that when they’re ready to buy, they’ll find you. 93% of these decision makers use search to begin the buying process. And it isn’t just low-level minions conducting searches at the behest of higher-ups; 63% of C-level executives say they first turn to mainstream search engines to locate information.

Best SEO Guides of 2010That makes optimization more important than ever, and leads to questions like: How can SEO be used in online reputation management? What common SEO mistakes are critical to avoid? How important are footer links to SEO? How can PDF content be optimized for search? How does the introduction of Google Instant change SEO tactics? What are the crucial tasks to include on site audit and pre-launch SEO checklists?

Find the answers to those questions and many more here in more than two dozen of the best guides to SEO tips, strategies, techniques and tactics of the past year.

SEO Basics

SEO: A Comprehensive Guide for Beginners by KISS Metrics

Neil Patel provides an excellent and largely non-technical guide to SEO success, from keyword research and content development through meta tags, search-friendly URLs and link building.

Google Search Engine Optimization Starter Guide 2010- Plain Speak on SEO by WorkingPoint

For those without the time, inclination or webmaster jargon knowledge to read Google’s 32-page SEO Starter Guide, this blog post nets it out: choose the right keywords (based on your market knowledge, not so much what keyword tools tell you), optimize your site, pursue quality links, and unless you have such expertise internally—hire professional help.

SEO 101: Defining the long tail by Conversation Marketing

Ian Lurie lucidly explains the meaning of “long tail” in search with simple and compelling graphics showing that while individual “head” terms may get management salivating for top rank position, it’s the less sexy but more specific 3-word and longer queries that collectively generate more traffic and a much higher conversion rate.

What Is SEO, Really? by SEO Book

After providing an explanation of SEO, brief history of the discipline and recommendations on how to learn modern SEO techniques, Peter Da Vanzo concludes that SEO isn’t only about rankings—but it isn’t just about money either.

You WANT Rankings, But What Do You Really NEED? by Search Engine Guide

Frequent best-of contributor Stoney deGeyter elaborates on the “key components to a well-rounded optimization campaign,” including keyword research, website architecture, copywriting, on-page optimization, analytics and more.

Advanced SEO Tactics, Techniques and Considerations

The dangers of ranking No. 1 on Google by iMediaConnection
***** 5 Stars
Drew Hubbard quantifies both the value and risk of high rankings. On the value side, getting your site ranked #1 on both Google and Yahoo/Bing means you’ll attract (on average) 40% of ALL organic search clicks for that term. On the risk side, however, carefully choose which terms you really want to rank for. People search for different reasons. Ranking highly for an informational—rather than transactional—can end up drawing a ton of traffic to your site and putting a big load on your servers for no real business benefit. Ranking for high-conversion keywords is far more important (i.e. profitable) than just showing up well for high-traffic terms. Still, considering all of the worries that might keep an SEO pro up at night, this one is probably pretty low on the list.

How to optimize page Titles and improve click through rates by Web SEO Analytics

Vasilis Vryniotis runs through the basics of optimizing titles for search: make them brief, descriptive, attractive and branded, with the most important keywords up front.

25 tips to skyrocket your search engine rankings by Socialmedia.biz

Karan Singhal offers 25 tips that may not “skyrocket” your site’s rankings but should help, among them: understanding your target market and how they search, using internal linking with anchor text, utilizing keyword-rich URLs, and keeping your site’s content fresh.

SEO Ranking Factors - HubSpot12 Amazing SEO Infographics by HubSpot Blog
***** 5 Stars
Kipp Bodnar compiles an outstanding, highly bookmarkable set of SEO infographics suitable for printing out and posting in a highly visible location. Examples include the SEO Order of Operations (grab and include with the post?), SEO vs. PPC stats, and the ROI of SEO.

Search Marketing in a B2B World – PPC and SEO by SlideShare

Magnus Nilsson guides b2b marketers through search optimization in this online presentation, from recognizing the differences between how buyers search at home versus at the office, and how different types of business buyers search, to using analytics to measure what’s really important.

Do You Make Any of These 10 Simple SEO Mistakes? by KISS Metrics

Kristi Hines details 10 common SEO mistakes and how to correct them, such as focusing on link quantity over quality and not creating compelling, linkworthy content.

SEO Raises Awareness and Reputation Better than PPC by MarketingSherpa Blog

Adam T. Sutton reports on MarketingSherpa research showing that more marketers view SEO as “very effective” than PPC at increasing brand/product awareness (42% to 34%), improving brand/product reputation (29% to 19%) and improving PR (27% to 6%). For many if not most companies, PPC and SEO should both be part of the marketing mix; but it’s important to recognize their differing and often complementary strengths.

The Business Of Burying Internet Search Results by NPR

Noting that “The Internet can be a hostile place, with powerful companies paying handsome sums to hide negative content in Google search results…Unseen battles are waged every day to protect and destroy brands and reputations,” Peter O’Dowd demonstrates how companies and political figures are turning to content marketing and SEO to push negative mentions of them off the front page of search results.

The Problem with Footer Links in SEO by WordStream Internet Marketing Blog

Lior Levin writes that footer links generally don’t carry much weight with search engines: “Since the webmaster has heavily devalued the link, it only makes sense that the search engines would as well.” While footer links have valid purposes, important links should be placed more highly, and prominently, on the page.

We’ll Stop Screaming “Relevance” When You Start Listening by Search News Central

Gabriella Sannino demonstrates the centrality of relevance to search results by stepping through the process of optimizing a single page, from keyword targeting and meta tags to content development and link-building through guest posts or bylined articles.

Google Webmaster Tools - Internal Link GraphThe Art and Science of SEO Site Audits [Best of SEW 2010 #10] by Search Engine Watch
***** 5 Stars
Adam Audette outlines an extensive checklist and process for performing SEO site audits, including on-page and off-page factors, reporting, and audit tools.

Twitter & Facebook links affect SEO on Google and Bing by Web SEO Analytics

Another noteworthy post from Vasilis Vryniotis, this one detailing how search engine are using social signals to impact rankings and what type of information the search engines attempt to glean from links in social media.

Fundamentals of PDF Optimisation for Search by Bruce Clay

Explaining that “Properties to a PDF are what meta tags are to a web page,” Aaron Egan demonstrates how to use text, properties, tags and navigation to make PDF documents as search-friendly as possible.

The SEOmoz Internal SEO Pre-Launch Checklist by The Daily SEO Blog

Aaron Wheeler outlines critical (e.g., title tag, URL structure, image alt tags) and “worth double-checking” (robots.txt file, H1 tags, images optimized) SEO tasks to complete prior to launch. Danny Dover elaborates on this SEO “cheat sheet” in the accompanying video.

Google Instant and SEO

Google Instant: Fewer Changes to SEO than the Average Algo Update by The Daily SEO Blog

Rand Fishkin pulls data from a variety of sources to show that the introduction of Google Instant had only subtle impacts on search behavior.

Google Instant Results for Toyota6 Ways to Ensure Better Rankings in Google Instant by Search Engine Journal

Kristi Hines here offers a half-dozen tips for ranking better in Google Instant, though most are just good solid SEO practice regardless, such as thinking like searchers, keeping your online reputation clean and producing content in a variety of formats—not just text.

Google: Complexity is Good! by SEO Book
***** 5 Stars
Aaron Wall posts an entertaining and informative rant on how the increasing complexity of Google search (incorporating personalization, social signals, video results, Google Instant, etc.) has also led to a proliferation of bugs. A quote that every SEO should print out in a large font and tape up on his or her wall: “Sometimes you don’t rank because you screwed up. But sometimes you don’t rank because Google screwed up.”

SEO Planning for 2011 by Search Engine Watch

Eric Enge reviews some of the most impactful changes for search optimization in 2010 (e.g., May Day, Caffeine, Instant) and identifies four key factors SEO practitioners will need to focus on for search success in 2011.

SEO for Bing

SEO Tips for Bing by MarketingProfs

With Bing now accounting for roughly 30% of organic search in the U.S., John Pring provides timely advice on how to optimize for this search engine and differences from Google; while backlinks, pagerank and fresh content matter less to Bing, many of the same factors (keyword research and density, an XML sitemap) apply.

SEO for Bing: Don’t Ignore It by Search Engine Watch

Stating that “Google is absolutely watching Bing’s every move, and search marketers should be doing the same thing,” Adam Audette predicts that Bing’s market share will grow and provides several general (e.g., clean code, quality content) and specific (use XML sitemaps and keep them up to date) tips on optimizing for the #2 search engine.

Google Webmaster Tools and SEO

Beginner’s Guide to Google Webmaster Tools by KISS Metrics

Neil Patel (again) provides an outstanding primer on the functions and use of Google Webmaster Tools, from adding your site and uploading an XML site map through sitelinks, settings, identifying your best external links and keywords, and much more.

Google Webmaster Tools 101 by ClickZ

Ron Jones explains how to use Google Webmaster Tools to diagnose SEO problems and make improvements in different areas (HTML, internal links, keywords) to optimize overall website performance.

Related Post

40 (of the) Top SEO Guides, Tips and Resources of 2010 (So Far)

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