Tag Archives: SEO

The Mobile Web vs. Mobile Apps: It’s All in the Family

brother sister frenemies

Right off the top, a confession: I am not an apps guy. I have never designed an app, nor have I developed an app. I’m a web guy. Yet, I’ll not let that deter me from offering some opinions and observations about apps, motivated in large part by the “web is dead” debate. (I dealt with this from a different perspective in my last blog post.)

While I’m at it, a second confession: I am not a huge user of apps. Most of my time with apps is spent reading news (sorry, NYT home page) or playing games.

Back to the article. This article will focus on a particular subset of the “web is dead” debate, which is “the web is dead, long live apps.” I think the dilemma of apps versus the web can be especially confusing for small businesses, who have limited marketing budgets and resources. Under those limitations, and with the pressure that SMBs feel to get the most bang for their buck, the decision of where to invest can become difficult.

And, back to my undeterred opinions and observations. My essential argument will be that the two sides of mobile marketing, mobile apps and the mobile web, serve different purposes. Neither side precludes the other. We’re one big, happy family. And, I will start by looking at the ways in which apps have been implemented by some small businesses in my local market.

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The Web is Dead, the Paperless Office, Jet Packs, and Other Prognostications

vintage pic of man with jet pack

Apparently web sites and home pages are dead, along with what we’ve broadly called the web. I’m late to the party on this one. I suppose I’ve been so lovingly cradled in the web’s warm embrace that it’s demise had eluded me. Huh.

FYI, here is a sampling of the eulogies:

OK, so I’m clearly poking fun at the prognosticators, from my seat here in the peanut gallery. And, to be fair, they have valid points. Home pages have become less important than they once were, and use of mobile apps does appear to be a growing trend, funneling users away from pure web browsing. But… the web is dead? In this article I’ll explore aspects of the "web is dead" debate, especially from a small business perspective.

What about the paperless office and jet packs? More on that a little later in the article.

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Content Marketing Means Marketing Your Content

Publish and pray, fingers crossed

You’ve heard the saying "publish and pray"? Basically, it’s an admonishment to brands who produce content, publish it on their website, and then sit back and hope for results.

Unfortunately, "build it and they will come" only works for Apple or Nike. Content marketing for the rest of us requires additional effort.

Lately, I’ve been on a roll writing marketing case studies, and this post will be no exception. In this article I present a content marketing strategy that achieved results only because the content itself was actively marketed. This marketing strategy was executed for a career center that served job seekers in a particular Illinois county. And the content in question were jobs that were posted on the organization’s home-grown jobs board.

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Event Marketing: Online Marketing for Your Offline Event

brick & mortar online marketing

Even though the focus of this blog is online marketing, few brands can survive with a strictly online marketing strategy. Often, there’s nothing like a good old-fashioned "brick-and-mortar" event. Events may even be a key aspect of a brand’s existence, and marketing these events is a necessity.

This article, while not strictly a case study, aims to be something along those lines. It illustrates an effective online marketing strategy that was conducted to promote an event held by a career center.

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Is Google+ Dying With It’s Boots On?

Google+ logo with bootsLate in 2014, Wordstream founder Larry Kim predicted the demise of Google+ in this article published on the Powered by Search blog. Two things he said really stuck with me: “in 2015 Google+ will die a slow death” and “G+ engagement will fade over time”. I must say, my reaction to both statements was, “What do you mean will?”

To the best of my recollection, I’ve never heard anyone say, “G+ is awesome” or “Yeah, we get tons of referrals from G+.” Ever. Continue reading the article »

The Social-Mobile Web, Marketing, and Lead Generation

R.I.P. lead generation?Two new surveys caught my eye this week, each portending trends for 2015.

The first was a survey of B2B marketers, conducted by the Information Technology Services Marketing Association. Results from the survey were published on the blog of eMarketers, in a post (hyperbolically?) titled Is This the End of B2B Marketing as We Know It?

This survey showed the shifting priorities of B2B marketers, with survey respondents indicating their top priorities for 2014 and 2016. In 2014, the top priorities had been:

  1. brand positioning
  2. lead generation, and
  3. brand communications.

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Content Marketing Strategy for a Non-Profit: A Case Study

questions about content marketingContent marketing success stories get loudly trumpeted, and rightly so, yet many (most?) marketers have something of a love-hate relationship with content marketing. The evolution of content marketing appears to be an ongoing struggle for online marketers, especially on these two fronts:

  1. identifying and producing content that will engage prospective customers and,
  2. measuring the effectiveness of your content strategy.

Marketers for non-profit organizations are no exception. A recent survey conducted by the Content Marketing Institute demonstrates the difficulties that non-profit marketers are experiencing with content marketing.

With the hope of assisting other marketers in developing their own content strategy, here is a case study of a content marketing strategy executed for a non-profit organization.
Continue reading the article »

Content Marketing in the Mobile Information Feed

content in the knowledge graphWhile not really a new idea, content marketing has become one of the newer buzzwords in marketing. It is often positioned as a remedy to traditional SEO tactics that are now discouraged (if not punished) by the search engines, and it has become a pillar of internet marketing. But, the digital world is rapidly changing, and content marketers will need not only to keep up, but adapt.

Specifically, the changes I’m referring to are the rapid evolution and convergence of search, social and mobile, especially as implemented in technologies such as Google Now and Siri. In the title of the post I’ve referred to this as the “mobile information feed,” which is not a proper technical term, but nevertheless “nutshells” the phenomenon.   Continue reading the article »

SEO, Content Marketing and Social Media: Beware of Internet Marketing Snake Oil

internet marketing snake oilInternet marketing miracle! Drives traffic to your website! Gets likes, shares, retweets, and pins! Goes viral! Generates leads and generates conversions! Increases revenues! Mows the lawn, washes the car, changes the baby and predicts the weather!

What am I talkin’ ’bout?  SEO!

Let’s say it again: Content Marketing!

One more time: Social Media!

OK.  I’ll remove my tongue from my cheek, and here I will go on record as saying that I am both a fervent believer in and avid practitioner of content, social media and SEO.  Nothing that I’ll say in this article is intended to slander or impugn the qualities of these upstanding citizens of the internet marketing community.   Continue reading the article »

Google Penguin 2.0: Through the Looking Glass

Black SEO Hat / Penguin 2.0Quickly, look in a mirror. Don’t ask questions, just do it.

If the SEO hat you see sitting atop your head is black, you should make sacrifice to whatever god(s) you worship.

Today, Matt Cutts, famous in SEO circles for heading Google’s Webspam team, published a new video about what SEOs can expect from Google’s search algorithms in the coming months.  He is typically vague, but much of what he says confirms things he’s been hinting at for a while: Penguin 2.0 is going to be big.  In this video he describes it as “more comprehensive” and as going “deeper” than Penguin 1.0.

Could be painful.   Continue reading the article »