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If you work with publishers, influencers or affiliates and you give them free product (or service, etc.) in exchange for a post, you need to know that their site could get hit with a Google penalty if they are not “nofollow”-ing their links to your product/service. Sites with free product reviews use outbound links to link to the product page/brand site/etc. that they are reviewing. Those outbound links can be affiliate links, direct links to product pages, brand pages or social...
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Panda Core Algorithm Update On January 12th, Google officially confirmed that Panda, which focuses on the quality of a site’s content, is now baked into Google’s core ranking algorithm. Here’s what this significant update means: Google’s core algorithm will now look at the quality of the content on your site. There will no longer be periodic Panda updates as it will now run with Google’s core algorithm. Now, more than ever, relevant, unique, high-quality content (and no...
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Google Alphabet Alphabet is a multinational conglomerate that was established in August, 2015 to serve as the parent company of Google and several other companies owned by or tied to Google. The portfolio encompasses several industries, including Technology, Life Sciences, investment capital, and research. Some of its subsidiaries include Google, Google Ventures and Nest Labs. Google Alphabet was created to make Google’s internet service business “cleaner and more accountable”...
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  AdWords is a tool Google offers advertisers to help them gain traffic and, ultimately, sales through pay per click advertising. While AdWords is relatively easy to use, there’s a good chance you’re not maximizing your return-in-investment (ROI) due to some simple, easily correctable mistakes. Here are six common areas where advertisers tend to make AdWords faux pas and ways that they can be improved. Too many keywords in an ad group  Using too many keywords in an ad...
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This article was originally published in B2B Marketing. For Google, delivering the best search results is a never-ending development process. As technology changes and users interact with devices in different ways, what constitutes the best possible results changes, too. Add to that the endless battle with spammers and content farms, and you have a company that is never able to rest on its laurels. Although some of the biggest changes to Google’s search results were rolled out...
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In order for companies to be found online by their prospective customers, they need websites that rank well in the search engines. The problem is, that's easier said than done. Google, the largest search engine, uses a complicated algorithm to decide how a site ranks. No one (except Google, of course) knows exactly what each of the ranking factors are. And there are hundreds of them. What is known is that sites that are not optimized for search according to Google’s guidelines have a...
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One of the hot new trends in digital marketing is the buy button. Rumors have been swirling that Pinterest is getting ready to introduce a buy button as early as this year and Instagram has already added a direct link button to some of its ads. Now Google is getting in on the action by adding a special buy button to some of its search ads. The button will appear next to mobile search ads and when people click on it, they will be taken directly to a Google checkout page. The goal is to...
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Using keyword data for market research Last month Google released its very first fashion trends report, which analyzes search data to pull out both long-term and flash-in-the-pan fashion trends. Among the findings: tulle skirts are spreading in popularity, almost everyone’s looking for jogger pants, and midi skirts are making a comeback. What fads are over? Count normcore, 90s jeans, and scarf vests as short-term trends that have officially come and gone. The report is so valuable...
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Google finally came out and said it: link building is bad. Of course, they were a little more politic than that. The company is famous for obfuscating when it comes to questions about their search algorithm. And can you really blame them? It is, after all, their secret sauce. Last week, however, we got as definitive an answer as we ever have on whether or not to pursue link building. During a Google+ hangout, Google’s webmaster trends analyst John Mueller said sites would be better off...
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It’s no secret December is one of the busiest months of the year for e-commerce businesses. From Black Friday on it’s a dead sprint to Christmas as shoppers try to find the perfect gift for everyone on their lists. For businesses that advertise with Google paid search ads, there are a couple steps you can take to capitalize on the surge of interest during the holidays and pique searcher interest. Check Your Budgets Setting a budget for your AdWords campaigns can prevent you from...
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This article originally appeared in Apparel Magazine. As members of the apparel industry, I'm sure readers are bombarded with 'experts' on both sides of the search engine optimization (SEO) debate: alarmists, proclaiming 'SEO is Dead!' who suggest slashing whole chunks of your marketing budget, and stuck-in-the-mud professionals who are still caught in the 'SEO = keywords' mindset. Like all debates, neither extreme viewpoint tells the whole story. Today's SEO should put the customer...
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A whole new way to think about digital marketing Back in the good ol’ days, when search engines still resembled the Wild West and Google was not yet one of the largest companies in the world, SEO was as simple as picking the right keyword and adding it to a page many, many times. Throw in a couple of spammy links you bought from a farm somewhere in the Third World and your site was good to go. This was the environment in which SEO, and in some ways digital marketing as a whole, came into...
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