Archive for the ‘SEO’ Category
Inbound Marketing and Power
It is not always easy to get a client, external or internal, to do what you need them to do.
The world of Inbound Marketing necessitates involvement from many different entities within an organization and one group often has overall responsibility. The responsibility of this group is greater than just to produce instructions for others to implement, their responsibility is to develop power to get things done. I define Power as the ability to get things done through other people. This does not mean that the group is anointed as powerful and everyone must follow what they say. Instead, the group must develop power in their own way regardless of what title/authority has been formally given to them.
Sometimes, other groups will put up barriers and make it difficult to get changes made to a site or other inbound marketing material. In these situations, it is important to think about the following:
1) What kind of power does this group have in the organization?
2) What other groups are closely aligned with this group?
3) Who in the organization supports this group?
4) How can your group become more closely aligned with this group or those that support the group?
If you or your group is responsible for any portion of your company’s Inbound Marketing strategy, try thinking about the way you work with other people from an organizational behavior perspective and see what kind of power you can develop to get things done.
How do you develop power to get things done?
The most underused tool in the marketing toolbox – Linking?
Sometimes I don’t understand things - including the inner workings of marketing professionals. Yet I’ve tried to tackle this challenge and have been building and selling marketing applications for marketing folk for decades. I know that working complex web analytics products can be daunting. Marketing automation even more so. How does one create and allocate lead scoring and attribution? What is the LTV of a customer?
But linking? Gosh, don’t we all know the value of inbound links? Don’t we know how search engines work, for God’s sake? Well, apparently no. This knowledge is not as universal as one would think (Hope! Assume!).
A few months ago we released Linker which, in short, is a dating site for sharing and creating links. A Match.com for SEO link building. The good news? We’ve had thousands of people start to take advantage of the service. The bad news? Only five percent of them have ANY links on their site! This data floored me.
So we took matters into our own hands and today released our findings as well as made our link building tool FREE . We understand that linking takes time, which could explain the incredible low rate, but with our Linker product it should be much easier. At least that’s our hope. So, world, let’s get found. Let’s use the product and link away. I would be happy to hear from any of you!
Who’s Been in Search the Longest - Results
Last week at SES San Francisco / Connected Marketing Week, I had the pleasure of introducing Bruce Clay for the SEO 101 session. I’ve known Bruce for many years now, and since people often ask me “how long has Bruce Clay really been involved in search,” I thought I’d turn that question into some audience participation with a poll: Who’s been in Search Longer? Forty-two (42) people in the room responded! Once again, Al Gore just missed the win;
Who’s been in Search Longer?
36.73% Bruce Clay
34.69% Al Gore (He invented search too!)
20.41% Bono (He still hasn’t found what he’s looking for)
8.16% Marco Polo
Thanks for all who participated, I hope you enjoyed the session!
Who’s Been in Search Longer?
I’m at SES San Francisco, part of Connected Marketing Week. This morning, I have the pleasure of introducing Bruce Clay for the session “Search 101.” It thought I would have a little fun with Bruce, and ask the audience:
If you have any comments, ping me during the session - @rzwicky
Bing Growing, Yahoo Steady - Search Engine Market Share Update
It’s been almost seven months since I last provided insight into the search engine market shares based on click through activity. After holding relatively steady for months, this latest update shows Bing has grown by 2.0%. Perhaps most interestingly, it’s no longer growing at the expense of Yahoo, which was previously the case.
Here’s the raw numbers:
| Yahoo | Bing | Other | ||
|---|---|---|---|---|
| September 7 | 78.68% | 11.51% | 6.80% | 3.01% |
| September 14 | 78.35% | 11.13% | 6.50% | 4.02% |
| September 21 | 77.43% | 11.35% | 7.11% | 4.11% |
| September 28 | 77.65% | 10.80% | 7.27% | 4.28% |
| October 4 | 77.78% | 10.66% | 7.23% | 4.33% |
| October 12 | 77.78% | 10.66% | 7.21% | 4.35% |
| October 18 | 77.89% | 10.65% | 7.29% | 4.17% |
| October 25 | 77.83% | 10.56% | 7.56% | 4.05% |
| November 1 | 77.75% | 10.46% | 7.66% | 4.12% |
| November 8 | 77.96% | 10.21% | 7.75% | 4.08% |
| November 15 | 77.60% | 10.39% | 7.59% | 4.42% |
| November 22 | 77.59% | 10.41% | 7.67% | 4.37% |
| December 22 | 78.43% | 9.73% | 7.86% | 3.97% |
| Month of June 2010 | 75.93% | 9.94% | 9.82% | 3.83% |
Eightfold Logic collects data from a network of web sites distributed globally. The data used in this reports represents web sites distributed globally, accessed by searchers located in the U.S., and reflects click-through activity data.
Should You Consider “Author Authority”?
August 6th, 2010 by Richard Zwicky
Search marketers are familiar with signals. One of the truisms is the logic: if no one links to your site, it can’t be considered important, therefore why should it appear in the search results? The more quality links referencing your website or web pages, the better.
A lot of signals or factors behind links can affect the quality, relevance, and value of these citations. Perhaps there’s another signal to consider: Author.
If you’re interested in learning more, earlier today Search Engine Watch published an article I submitted on the topic of Author Authority. The idea came to me while reading a recent patent which was issued and assigned to Google. I’d love to get your thoughts and feedback!
Thanks!
Richard / @rzwicky
Tags: authority, authority score, GOOG, Google, linking strategies, links, marketer, Marketing, patent, Search Engines, SEO Link Building, social marketing
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