Best Practices for Real-Time Personalization

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Today’s customers want more than anonymous, one-size-fits-all transactions. They expect you to provide experiences relevant to their situation, needs and preferences, and they expect it to be delivered in real time, across channels and devices. In fact, customers themselves are already thinking differently about the way they engage with brands. Increasingly, consumers are willing to provide personal information in exchange for personalized offers.

As communications become more one-to-one and immediate, people also expect a response within five minutes of contacting a brand via social media. Instead of siloed, disjointed contacts across channels, marketing interactions must be seamless and consistent no matter how they’re delivered, whether email, web, call center or the smartphones they check 150 times each day.

Marketers are already working quickly to meet this demand by orchestrating and automating real-time, personalized, omnichannel marketing strategies across inbound touch points. When done right, these more meaningful interactions can truly transform the customer experience. Some of the initiatives we’ve been working on, for example, include:

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September 30th 2016 Uncategorized

Search Buzz Video Recap: Google Penguin 4.0 Recoveries, AMP over Apps, Local & AdWords

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This week in search I covered a lot more around the Google Penguin 4.0 launch. The impact five days after its launch was minimal to ay the least. The recoveries supposedly started on Wednesday afternoon and will take a few days to roll out. The algorithm probably rolled out in part before the 23rd and then in several parts after. Penguin 4.0 is real time but also it devalues versus demotes and I get into those details. Google said Penguin 4.0 was one of their nicest launches. Google said expect one thing, that Google will continue to have the search results change. Google began showing AMP results on desktop by accident and it broke the web for an hour or more. Google told SEOs to stop fussing about redirects. Google said the app indexing ranking boost is still in play even with AMP around. Google added science datasets to the structured data support. Google is showing green checkmarks emojis in the search results. Google said at SMX they restricted the keyword planner because of bad actors, did he mean SEOs? Google AdWords has a new site links format they are testing. Google My Business added recommendations for hiring third parties. Google My Business updated their API. Googleâs Iâm Feeling Lucky button is broken. Google celebrated their 18th birthday this week. That was this past week in search at the Search Engine Roundtable.

Make sure to subscribe to our video feed or subscribe directly on iTunes to be notified of these updates and download the video in the background. Here is the YouTube version of the feed:

For the original iTunes version, click here.

Search Topics of Discussion:

Please do subscribe via iTunes or on your favorite RSS reader. Don’t forget to comment below with the right answer and good luck!

September 30th 2016 Uncategorized

Up close at SMX: Using paid search and social together

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Columnist Kristi Kellogg recaps a session at SMX East that dives into how marketers can integrate their paid search and social efforts for better marketing results.

Please visit Marketing Land for the full article.

September 30th 2016 Uncategorized

MarTech Today: ‘Ok, Google’ for Maps app, Penguin recoveries & more

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Here’s our daily recap of what happened in marketing technology, as reported on Marketing Land and other places across the web. From Marketing Land: Google Maps app adds “Ok Google” voice command activation for hands free directions Sep 29, 2016 by Barry Schwartz Google improves voice search…

Please visit Marketing Land for the full article.

September 30th 2016 Uncategorized

Google Keyword Planner Restrictions Due To “Bad Actors”

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The Keyword Planner restrictions Google set into place a couple months ago were not to just block bots but also to prevent “bad actors.”

Google’s Jerry Dischler, the Vice President of Product Management at AdWords said at SMX East yesterday that the restrictions were for “bad actors.”

In fact, he blamed “bad actors” several times when talking about these changes. He did not specifically call out bots or SEOs.

I guess bad actors could be building bots or they could be using the tool for spamming purposes.

He also added that the vast majority of advertisers should have no problem accessing the full data. If not and you are a good apple, then you should reach out to him. I know he is accessible on Twitter at @jdischler.

Here is the video embed, go to the Q&A to listen:

Forum discussion at Twitter.

September 30th 2016 Uncategorized

Google: You Can Expect More Algorithm & Ranking Changes

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Google Algorithm Update Brewing

Google’s Gary Illyes said on Tuesday on Twitter that you, meaning webmasters and SEOs, “can expect more changes” with the Google search ranking algorithm. Well, I mean, that is probably a given – Google is always updating their algorithms.

This comes in response to all the changes we saw in terms of Google updates in September.

Here are the set of Tweets around the question and answer:

Honestly, if I had to guess, I suspect we saw Penguin 4.0 launch around the 22nd (not the 23rd) and then Monday/Tuesday we saw small tweaks to that release. Just a guess – but Google will likely tweak Penguin 4.0 now and for the near future and then let it just run. He was probably referencing how Google Penguin is rolling out in parts or maybe just talking generally?

Also in fact, I’ve been seeing lots of chatter around changes in the past 24 hours or so. I am trying to figure out if it is Penguin recoveries or something else – I am seeing signs of both – which makes it hard.

Forum discussion at Twitter.

September 30th 2016 Uncategorized

Google’s I’m Feeling Lucky Button Stops Working

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Forums such as Google Web Search Help and Reddit spotted that the I’m Feeling Lucky button on the Google search home page is not working as it did.

In short, you are suppose to type in a query, click the button and be taken to the first site Google lists in their search results. With Google Instant, Google dropped that feature but it did work when you went to settings and turned off Google Instant.

There were also hacks to get it to work.

But now, even with the hacks and Google Instant off, the Im Feeling Lucky button doesn’t take you to a site. Instead it takes me to the search results or somewhere else.

For example, if you went to adding on that parameter would typically trigger the feature but now, nope, it doesn’t work.

Hat tip to for writing about this first.

I asked Google for a comment on this and will report back when we hear.

Forum discussion at Google Web Search Help and Reddit.

September 30th 2016 Uncategorized

Google Displays Green White Check Mark Emoji In Search Results

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The last time we reported Google displaying emojis in the search results was in July 2016 – they are honestly rare to see because Google is typically good at removing them.

Well, now a search for [spam filter service] brings up a snippet from that shows the big green white check mark emojis. These guys â… â… â….. William Vicary spotted this.

Here is a screen shot of the snippet:

This was intentional, the meta description is where the webmaster embedded these emojis. The webmaster didn’t do anything wrong, Google won’t penalize for using emojis – they will just ‘devalue’ them (I mean strip them out).

Forum discussion at Twitter

September 30th 2016 Uncategorized

Google: Redirects Are Not An SEO Thing, So Stop Fussing

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Google’s John Mueller posted a fun message on Twitter the other day. He said that he feels “SEOs fuss too much about redirects.” He added that redirects are “not a SEO thing” that they are a “technical thing.” He said just pick the right one for the job and “it’s not voodoo magic.”

Here is the tweet:

google redirects not seo

This is based on a recent twitter storm about redirects and how Google handles them.

Gary from Google said (a) redirects, all of them, pass PageRank and (b) and anchor text signals:

Of course, then Jenny asks if they pass equally, i.e. 301s vs 302s vs others, do they pass equal PR?

John responds, why are you asking?

As you can see, it keeps going and going on from there.

So John tweeted:

Are redirects just a technical thing or also an SEO thing? Or maybe it is a technical SEO thing. 🙂

Forum discussion at Twitter.

September 30th 2016 Uncategorized

Online Marketing News: Bird’s Eye View, FTC Skepticism and Facebook for Business

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Infographic: Latest Twitter Study Sheds Light on Just How Well Video Is Doing
Based off of Twitter’s annual Online Video Playbook, this infographic shows what’s cleverly referred to as ‘The Bird’s Eye View of Video’ on Twitter. For example, 93% of the video views on Twitter are on mobile. Users who watch video want breaking news, information, and viral content the most, followed by entertainment and celebrity content. AdWeek

The FTC Is Skeptical When Celebrities Are Paid to Like Your Product
The FTC is investigating a few big name brands for bending the rules that govern paid celebrity endorsements. Of course, rules regarding endorsements from celebrities aren’t news to marketers, but the onset of digital marketing did prompt new rules and regulations. The one thing that hasn’t changed? Disclosure. Entrepreneur

Facebook Set to Launch ‘Facebook at Work’ Next Month
Facebook is launching ‘Facebook at Work’ — a private network for your business — in the next three to four weeks. This will allow inter-office communication in a known format for larger, or even smaller, organizations. The network exists separately from personal profiles so there’s not as much temptation to use personal Facebook during work time. Social Media Today

Content Marketing Takes a Turn for the Better: New 2017 Research
MarketingProfs and Content Marketing Institute paired up to produce their B2B Content Marketing 2017: Benchmarks, Budgets, and Trends — North America, and the findings are fascinating. Most notably, marketers are more positive about their content marketing efforts than they were in the previous year. Read the full report, it’s full of great information. Content Marketing Institute

Snapchat reveals its $130 Spectacles and rebrands as Snap Inc.
Snapchat revealed Spectacles, a $130 pair of sunglasses with a 115-degree lens camera. According to The Next Web, “content recorded using the glasses is automatically pushed to the Memories section of the Snapchat application in a new circular video format — which can be played full screen in any orientation — via Bluetooth or Wi-Fi.” The Next Web


Salesforce, Google, Microsoft, Verizon are all eyeing up a Twitter bid
TechCrunch reports: Twitter continues to inch its way to a sale process, and the latest developments come in the form of alleged bids from potential buyers … we have also independently heard that both Google and Salesforce are interested in buying the company. We have additionally heard that Microsoft and Verizon have also been knocking.” What, if anything, could this mean for Twitter marketing? TechCrunch

Google (finally) launches cross-device retargeting
According to Marketing Land, Brad Bender, VP of display and video advertising at Google revealed breaking news about Google AdWords retargeting: “We’re introducing cross-device remarketing for Google Display Network and DoubleClick Bid Manager to help you reach the same user across devices, apps, and sites.” This means marketers can target the same users, across devices, for a more cohesive experience. MarketingLand

Facebook Allowing Advertisers to Create Rules for Turning Off Ads, Email Alerts
According to recent information submitted to SocialTimes, “Facebook appears to have given advertisers the ability to establish rules to automatically turn off ad or send email alerts once certain criteria are met.” The report comes complete with screenshots for reference, we’ll have to keep an eye out for this developing story. SocialTimes

What were your top online marketing news stories this week?

I’ll be back next week with more online marketing news! Have something to share? Drop it in a comment or tweet to @Tiffani_Allen or @toprank.

The post Online Marketing News: Bird’s Eye View, FTC Skepticism and Facebook for Business appeared first on Online Marketing Blog – TopRank®.

September 30th 2016 Online Marketing