Bob’s Weekly Reading Picks
2019.10.6 volume 39
1.Awin’s Affiliate Marketing Manifesto and Supporting Channel Success
2.6 Ways to Get More Organic Traffic, Without Ranking Your Website
3.The 2019 Holiday Checklist for Local SEO Heroes
4.A quick and easy guide to understanding search intent for SEO
5.Big Survey: 14 Link Building Strategies Professionals Choose in 2019
6.The tech offensive: Silicon Valley and the state gird for war
7.How to Productively Lead Your Team [Infographic]
There are a variety of challenges that we all currently face, from tracking and data privacy to changing consumer trends and competing channels.
Awin Key Developments
The launch of the Publisher MasterTag has been hugely important for us this year, providing our publishers with seamless access to a variety of cutting-edge technology solutions. (including bounceless tracking)
Data reporting has also been a big focus for Awin this last year and will continue to be for the foreseeable future.
By giving us access to R.O.EYE’s platform and the wider channel data it features, alongside an attribution model that incorporates both converting and non-converting user journeys, we’re able to offer unparalleled insight into the true value that affiliates are driving for brands.
The growing Direct-to-Consumer and subscription model trend amongst retailers is also one that I think spells promise for our industry in 2020.
When the keywords are just TOO competitive
Tactic 1: Offer to sponsor the content
Tactic 2: Guest post on their site
When you can hijack “brand alternative” keywords
Tactic #1: How to compete against HubSpot
Tactic #2: Taking advantage of store closures
When you want to rank for “best” keywords
Tactic #1: Capture searchers looking for “best” keywords
Tactic #2: If you have a SaaS / training company
When you need to spread your local footprint
When you need to boost e-commerce sales
Amazon regulations are what’s keeping a lot of larger brands from selling there, aka, there’s an opportunity there.
When the SERPs call for video
Create videos for your YouTube channel reviewing products
Find and pay an influencer to review products for you
- Post accurate business listings
- Add special hours to GMB (Google My Business)
- Seasonal business google-compliant
- Prepare Google posts in advance
- Spark and answer Google Q&A
- Update Google My Business images
- Add a description to your listing
- Create a menu for your service
- Incorporate GMB attributes
- Use the “See What’s In Store” feature
- Utilize the GMB video feature
- Respond to recent reviews
- Promote shipping offers
- Update website information
- Be complaint-ready, both on & offline
- Display holiday signage clearly
- Social media ready to go
- Analytical tracking in place
- Maximize “buy local” resources
- Empathy engaged
What is search intent for SEO?
First coined by Andrei Broder back in 2002.
- Informational Searches
- Transactional Searches
- Navigational Searches
These are the searches conducted that are generic.
(users at the start of their journey)
- “How do you clean ovens?”
- “How do I clean my oven naturally?”
With Google showing more featured snippets and other SERP features, you can increase your organic footprint while also serving your potential customers needs.
Transactional searches are when the user is ready to make a purchase.
- “Buy washing machine”
- “Best stove for under $1000”
These searches are when the user has a destination in mind (usually a well-known brand or website), and there is only one search term that they are likely to require.
How does search intent relate to Google?
- “Know” – informational searches
- “Do” – transactional searches
- “Go” – navigational searches
Microsoft, Apple, Amazon and Alphabet are the world’s four most valuable listed firms. Add Facebook, which is the sixth, and they are worth a combined $4.3trn.
Start with the investigations. The Department of Justice (DoJ), the Federal Trade Commission (FTC) and the House antitrust subcommittee have all launched inquiries.
Amazon, Apple and Google are being taken to task over their chokehold on e-commerce, app stores and search engines, respectively. Google and Facebook face scrutiny over online advertising, which they dominate. The giants will have to show that buying startups like CTRL-Labs (which develops brain-computer interfaces and has just been acquired by Facebook) is not simply a way to neutralise rivals.