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  • The Old Engineer and the Hammer - Scott Clark - SEO, SEM, ORM and Content Marketing
    couldn t get the machine to work again so the company called in Graybeard as an independent consultant Graybeard agrees He walks into the factory takes a look at the Big Machine grabs a sledge hammer and whacks the machine once whereupon the machine starts right up Graybeard leaves and the company is making money again The next day Manager receives a bill from Graybeard for 5 000 Manager is furious at the price and refuses to pay Graybeard assures him that it s a fair price Manager retorts that if it s a fair price Graybeard won t mind itemizing the bill Graybeard agrees that this is a fair request and complies The new itemized bill reads Hammer 5 Knowing where to hit the machine with hammer 4995 advice funny Ideas One comment on The Old Engineer and the Hammer John Locke says February 10 2014 at 12 27 am I ve heard variations of this parable on expertise and pricing from many people It s very true deliver value and charge accordingly The Graybeard s price is fair he solved the important problem exactly what he was hired to do About BuzzMaven Labs BuzzMaven Labs is the 15 year old consultancy of Scott Clark a veteran web business strategist and search marketing professional Contact Info 1 859 951 4414 9 5 ET BuzzMaven Labs 163 Main Street 3rd Floor Lexington KY 40507 Recent Posts Google MyBusiness Bulk Management Panel Discussion Alternatives to White Papers Be a Cheat Sheet Hero with Sales Segmentation Poor Site Search Can Shred UX and Your Bottom Line Recent Comments Jacklyn on Google MyBusiness Bulk Management Panel Discussion jason lee on Google Adwords Call Only Campaign Abandonment Considerations Ramon on Google s Pigeon Update Near Me Local Packs and Service Area Businesses bruce greif

    Original URL path: http://www.buzzmaven.com/2014/01/old-engineer-hammer-2.html (2016-01-31)
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  • Digital Marketing Transformed – How Online Marketing Changed in 2013 - Scott Clark - SEO, SEM, ORM and Content Marketing
    to share Google s latest infographic which looks back to the transformational year where online marketing s platforms demands and outcomes outpaced even the most optimistic projections As the customer continues to increase their skills in avoiding low quality content and as search engines continue their embrace of same we must focus energy on engagement measurement and optimization advice google mobile seo SEO social media Comments are closed About BuzzMaven Labs BuzzMaven Labs is the 15 year old consultancy of Scott Clark a veteran web business strategist and search marketing professional Contact Info 1 859 951 4414 9 5 ET BuzzMaven Labs 163 Main Street 3rd Floor Lexington KY 40507 Recent Posts Google MyBusiness Bulk Management Panel Discussion Alternatives to White Papers Be a Cheat Sheet Hero with Sales Segmentation Poor Site Search Can Shred UX and Your Bottom Line Recent Comments Jacklyn on Google MyBusiness Bulk Management Panel Discussion jason lee on Google Adwords Call Only Campaign Abandonment Considerations Ramon on Google s Pigeon Update Near Me Local Packs and Service Area Businesses bruce greif on Google s Pigeon Update Near Me Local Packs and Service Area Businesses bruce greif on Google s Pigeon Update Near Me Local Packs

    Original URL path: http://www.buzzmaven.com/2014/01/digital-marketing-transformed-online-marketing-changed-2013.html (2016-01-31)
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  • Advising on Social Signals and SEO - The Minefield of Causation, Correlation and Gradual Change. - Scott Clark - SEO, SEM, ORM and Content Marketing
    and in a few week s she he would proudly emerge proclaiming improved rank The effort to stay on top of competition will be unambiguously related to a company s ability to embrace internal content production talent their experts and empower them to represent both the company and their own expertise online Corporate voice is becoming muted in favor of authorship enhanced individuals authority yes authorship is still a thing in rank But it s happening too slowly to show up on many CMO s radar making it a hard sell with limited resources I used to think it would be easy to explain this Google wants to rank what s interesting and that is determined by users behavior How much they share like and comment on a piece of content is a very reliable method for determining its engagement potential And highly engaging content at the top of search results makes users happy with Google so they keep coming back They enjoy reading it it speaks to them it addresses their pain points they feel good when they share it So Google tunes into the sharing activity And so on Social amplification can help as these paid methods can quickly convert into engagement signals This blend of organic and paid boosting into the social networks can be confusing to describe and a nightmare for attribution It requires a broad meta view of the channel as it is today not 2 years ago It requires a strange blend of longer term strategic thinking that is still tied to near real time analytics The gradual change happening makes some of this a tough sell It s not that clients aren t listening but we don t have a dramatic OMG we fell off the first two pages type of event we have to plot change over months An emergency meeting isn t called and things get put off I think that after you ve looked at a hundred search results you get an intuitive sense for this change and this is what I try to communicate Am I sure Nope nobody other than Google s algorithm team can know and with thousands of changes a year through machine learning even they have trouble Another confounding factor is causation vs correlation when you re trying to attribute change to your efforts Are higher ranked pages shared more often Or does sharing these pages result in higher rank You can see how some brands are succeeding I think they re doing a lot of listening about user intent and dovetailing a lot of content to that intent boosted by social amplification This is forming a positive feedback loop from which one output is ever stronger social signals Will that be enough to lift them to the top Signs are positive Google follows the oohs and ahhs They re looking at what social networks are looking at And social networks are picky post it photo by Jennifer Morrow via cc license revised 6 6

    Original URL path: http://www.buzzmaven.com/2013/09/social-signals-seo.html (2016-01-31)
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  • I have 5 minutes... tell me the most important things I must know about SEO today. - Scott Clark - SEO, SEM, ORM and Content Marketing
    signals attempting to emulate a smart librarian In addition to having endorsements of your content the website on which it resides must welcome the search engines and provide them with a clean low friction environment in which to do their harvesting of information 1 00 2 00 The sophistication of local SEO is out of this world and growing Huge financial commitments e g Google s aquisition of Zagat have been made by both major search engines to complete to provide local searchers with spookily appropriate results to where they are standing on Earth While their methods of presenting results are evolving as a business you want to be aware of which factors provide the biggest bang for your investment of time It s pretty clear however that you must produce localized content and embrace regional citations Links from across the country usually provide less help than one from a local university which provides a trusted vote for your appropriateness to local results 2 00 3 00 Unique valuable non sales content to your visitors customers is what works for SEO and every organization needs to dedicate time to making it Online signals from readers of this information tend to be pure honest reflections of how people feel and therefore a reliable indicator of how to rank websites so search engines are spending a lot of effort to tap into them for search rank decisions The content that people tend to share is usually not salesy material rather gifts of information that make their lives or jobs better When this happens your brand is associated with the help they received Many companies are simply not in the mindset of providing this kind of free information with minimal pitch so it can take some time to adopt 3 00 4 00 Mobile activity growth is outpacing just about every visitor behavior out there Mobile devices are expanding in capabilities ease of use and their ubiquitous presence among a wide variety of demographic segments As a result businesses must consider how these users in motion are searching for and what expectations they have for results Ranking in mobile search results is driven by mobile readiness of the website as well as appropriate presentation of useful on the go content Search engine are working hard on their ranking algorithms for mobile so the results reflect a satisfied user with a more task centric mindset 4 00 5 00 The edges of websites are blurry you must include OFF SITE SEO When planning a new or revised website consider the context of the world in which it will operate Facebook pages Google Business pages LinkedIn Pages Yelp profiles and other homes for your brand exist throughout the web well beyond the barriers of your website A gift of content provided via social sharing must have a place to live and must be easy to share Links to your site from other relevant sites can be a powerful boost and the linking site doesn t

    Original URL path: http://www.buzzmaven.com/2013/05/most-important-seo-tips.html (2016-01-31)
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  • Franchise SEO and Franchise Websites - A Future-Proof Solution for Service Oriented Franchises - Scott Clark - SEO, SEM, ORM and Content Marketing
    on what s happening Implement a lead scoring system to assess lead quality by source Regular discussions about which lead sources are providing the best quality leads should be held and adjustments made when needed Require your sales team to provide notes about each lead and tie their performance review to their lead scoring competence A short training program with sample leads is wise Persona audience profile development that allows for intelligent re marketing and targeting programs may be a good idea Personas help focus marketing plans but be ready to adjust your assumptions Listing in major franchise directories may be helpful as they still have a lot of traffic Price negotiation of these placements is possible as competition and economic conditions dictate Always provide a tracking URL when signing up with any advertiser so you can isolate the lead in your analytics to evaluate its performance Drip follow ups should be beautifully created and optimized Do not let sales people write random email messages leverage knowledge of what works and fold that back into customer communications A beautifully executed LinkedIn company page can capture ex corporate potential franchisees LinkedIn can also provide highly targeted advertising opportunities Webinars can be very effective Limit the amount of content you cover at once and encourage multiple webinar views Refine your webinars to reflect common questions and assume attendees are distracted and busy A maximum of 15 minutes per webinar is recommended Avoid small talk and chit chat decide what you want the attendees to leave with and what you want their next action to be during planning If you re using an ad network to market the franchise we can use remarketing to provide a series of collateral kits as rewards for info submission rather than duplicating the same reward Usually you must do this with the persona and buying stage in mind Don t sell too early Never run any advertising program without tracking URLs Set up the franchise properly with authorship markup so bloggers are given enhanced search results and more from links Bloggers as celebrities is the future Set up the syndicated content so that it refers to the original using a canonical relation this to avoid duplicate content issues Local Consumer SubSite Local SEO Internet Marketing Program Consumers have zero patience and are task driven They are using mobile devices and deluged with marketing messages all day I say subsite very deliberately I do not want franchisees to have their own domain names or microsites Compliance with the national franchise s rules should be compulsory and spelled out in the FDD and Franchise Agreement Firm rules and compliance criteria are essential No rogue websites or domain names are allowed under any circumstances or the franchisee is out of compliance and in violation of trademark rules Franchise Facebook pages should be allowed for sharing of corporate content or other approved messaging The Franchise should provide an individual centrally controlled subsite for each location that is really just an information page on the main domain name but with specific local information The subsite can be reached through the office locator of the main site or through internet searches The franchise corporate marketing team should maintain control of franchise subsites and all SEO remaining on the look out for problems such as duplicate content poor brand portrayal and trademark issues The local subsites must be optimized for local searches and language Franchisees can submit text suggestions for their subsite to the corporate office for review and insertion If the subsite has more than one page all informational content should use canonical links to point search engines to the original content to avoid duplicate content penalties No Local paid search or social media advertising should be done by individual franchisees No rogue facebook pages twitter accounts or other social profiles should be set up The only way to get these taken down in case of a franchisee leaving the system is often with a trademark claim which can take months and this can impact your franchise development in the area Structured markup should be used on the subsite to ensure that local information such as address phone and regional references are communicated clearly to search engines and tested using Google s structured markup testing tool For territory based franchises owners should give out the national brand URL in all marketing not a local URL or other domain name the find an office feature should be sufficient For non territory models they may have to give out a local URL A clear photograph should be available of the business owner with a contact email address Training videos should be available to the franchisees for web marketing concepts such as how to get reviews rank in local search interpret analytics etc These marketing screen captures should be kept up to date as this area changes regularly An idea that s worth considering Franchisees should be subject to a compliance score on a regular basis to ensure they are following the brand guidelines Local Directories and Local Citations The impact of local directories cannot be overstated Local listings in search results are prominent and often have customer ratings scores listed Local SEO is dependent on local citations and is harder to manage at the national level Local directory participation should be outlined as a requirement for all franchisees and discussed in the FDD and Franchise Agreement The franchisor should build the Google MyBusiness GMB and Bing pages for the franchisee for standardization and be set up as the owner Category selection is critical For Google MyBusiness the franchisee should be granted Communication Manager status so they can participate The franchisor should monitor carefully the inbound review notifications they won t be sent to the manager of a GMB page and work with the franchisee to respond to problem reviews All GMB review notifications should be reviewed and forwarded to the franchisee This workflow may need modified for some organizations Review response should be fast when

    Original URL path: http://www.buzzmaven.com/2013/01/service-franchise-seo-components-for-a-future-proof-program-for-consumer-and-franchise-development.html (2016-01-31)
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  • The End of Ghost Content - Authorship Focus Defining a New Focus on Individuals - Many not Ready - Scott Clark - SEO, SEM, ORM and Content Marketing
    strong core values reflected in their social media utilization much of this will feel natural They are all about elevating talented writers accepting their faults and relishing their rising authority They realize that benefits to brand perception of such activity while indirect is difficult to obtain in any other way For others this can be uncomfortable as it forces new thinking about transparency that may have been on the back burner for years because of other corporate level social networking efforts or simply fear of the risks The comfortable compromise many adopted in the form of corporate psudeo blogging on ghost blog s suddenly doesn t work as well Authorship markup looks at individuals over communal voice and this further implies that these individuals also must become the point of contact for subsequent engagement The corporate voice is now a chorus The anonymous content writer is dead gone finished While many manufacturing companies are well behind the eight ball I was happy to see Jim Farley Group Vice President Marketing Sales Ford Motor Company talks about how he found authenticity in his brand by speaking to the people who build it So it comes down to who controls the company voice and how more traditional firms make this transition Here are some ideas Executive Leadership Find your comfort zone while letting others know you want them to show a human side Make sure contributors feel safe in contributing If they just echo the corporate line you re not getting anywhere Find that special spark and let it fly Include the executive team it helps to have an internal champion in the boardroom especially to manage expectations and encourage patience Meet with the contributors and discuss trust authority branding and any concerns you have You may want to have a written social media policy that makes this clear but make sure those writing it are really well versed in the social web Topics might include team dynamics intellectual property defamation issues and appropriately mentioning their employer s role in their work If you d like them to link to specific areas on your site in their external contributions discuss those along with your motivation Have everyone read Cluetrain Manifesto which is free on line Technical I T Implement authorship tagging and make it effortless to the content creators The technical team should understand how authorship works find some good examples and get a sense for how it demonstrates contributor authority Make sure that your corporate communications legal department and executive team understand the implications benefits and risks including competition s advances and the opportunity costs of not being found Give staff a profile page on your site so they can properly set up the authorship links Provide your staff a content publishing platform with moderated comments enabled that is part of your main website Encourage and even incentivize participation addressing their concerns and making sure they know it s part of their job at the company Provide your web content contributors

    Original URL path: http://www.buzzmaven.com/2012/12/authorship-corporate-voice.html (2016-01-31)
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  • 15 Actionable Thoughts About Content Marketing, Social Media Distribution and SEO - Scott Clark - SEO, SEM, ORM and Content Marketing
    indicate How can you fill the void What content should you produce to fill it next time The days of engaging with you exclusively via your website and email are over You must engage with the customer on their own terms wherever they are Social interactions happen in social places so many interactions will occur over mobile devices in far flung locales The opportunities to service mobile users needs are vast Ultimately the customer is in control of the conversation and these interactions often have many spectators This is your time to shine share content and build trust Resist the urge to take customer conversations offline Grow a library of content that is easy to share blog software is often the ideal tool Use links to this content to supplement conversations and draw participants into your brand Blogs are written by people not companies and must be open to two way dialogue The higher up the org chart the author of the blog is the more impact they have on sales and branding Technical blogs are the exception sometimes Nurture the content creation mavens at your organization as their importance to your competitive potential is increasing Resist the strong urge to use social networks as channels for traditional sales and marketing material or corporate speak It feels easy but it s not welcome in social networks It s one time when repurposing is not worth it Know who the influencers are in your industry Follow their social media feeds and nurture productive relationships with them advice blogging Branding marketing mobile seo New Marketing Podcasting SEO social media 4 comments on 15 Actionable Thoughts About Content Marketing Social Media Distribution and SEO Stuart Wooster says October 30 2012 at 12 09 pm Content marketing is the new SEO I have to disagree quality content was always a good indicator for Google long before the recent updates plus it was a great way of chasing long tail keywords I think the perspective is that more people realise that they need to do content marketing methods because rubbish link building no longer work So in fact it is not so much it is new in my opinion but more relevant than ever Scott Clark says October 30 2012 at 2 27 pm Excellent perspective I think that many of us in the search industry knew this but finally the decision makers are giving the practice a name and getting behind it Perhaps off page factors and social signals have reached a mass among the non search community where their intuition has aligned with the concept 15 Actionable Thoughts About Content Marketing Social Media Distribution and SEO Bruce McDonald Consultant says October 30 2012 at 1 40 pm 15 Actionable Thoughts About Content Marketing Social Media Distribution and SEO October 30 2012 Categories Uncategorized Permlink Phillip says November 3 2012 at 2 13 pm Scott It is true Great Content is the winner because search engines like Google keep on changing with a great

    Original URL path: http://www.buzzmaven.com/2012/10/content-marketing-success.html (2016-01-31)
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  • The Passion-Effort Feedback Loop for Blogging Success - Scott Clark - SEO, SEM, ORM and Content Marketing
    master the mechanics of blog promotion links trackbacks anchor text blogrolls categories and tags All of these things make sense when they are your expression allies But most of all you understand that magic moment when thought turns to idea turns to post turns to engaged conversation Since the effort is a personal one your stakes are lower You can as Neil Patel says Show passion not perfection and keep the velocity high with little fear of screwing something up Nobody needs consulted about what you re writing who you link to or what you say Keep the ideas flowing in small imperfect chunks Some will suck Some will shine a light for a new direction You ll get better every time The point is that each time you post you ll pick up new ideas and skills When that powerful site links to you and your traffic triples you ll be hooked I had one of the world s largest metal detector manufacturers link to my hobby site and traffic soared It was a lot of fun Bring the Skills to Work Or At Least Know Who Can This excitement and tool mastery can transfer to your company intuitively and help you do the actual blogging or identify the people the topics and the outreach which makes sense What are our goals How will we measure Who should do it How often What subjects These questions are no longer abstract because you ve done it on your personal blog the learning curve is behind you jordanmit flickr cc After you ve succeeded at your own blog you ll recognize and probably defend the concept that the only type of blog that works is one created by individuals not corporations You ll likely start to see why the old plan didn t work Each post is by a person with a name a point of view and a personality not by corporationX You ll have developed a natural gag reflex for corporate speak and promotional language being injected into social media You ll understand why Google and others are embracing Authorship based search rank and rewarding individuals with higher ranking and more exposure These same individuals will be able to flourish on LinkedIn in Klout and other professional online environments as they refer to their work If you can tap this your social media efforts will begin to spread Your engagement metrics will start to swell People will begin to connect the only way they know how with other people And the trust that is built by someone following a proficient individuals ideas to their online presence is transferred to the brand their employer they embrace Everyone wins Orbiting Your Marketing Message It s unreasonable to expect that the rank and file of your company will blog about aluminum horse trailers with the same passion as their lifetime model train hobby Blogging for work is still work and you ll need to locate the pockets of passion that exist within

    Original URL path: http://www.buzzmaven.com/2012/10/blogging-success-engagement.html (2016-01-31)
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