∞Tangelo

This post is a detailed description of a corporate marketer’s profile and how things have changed in this role over the past six years. It used to be that things changed every decade, now it changes every two years. Your challenges are forcing you off of your comfort zone and you better get ready because there’s more coming. Read on to learn more.

Search is evolving and you need to improve your Search Engine Marketing programs to keep up with competition and demand. Here are seven points that you should analyze about your SEM agency to be sure they can properly address your needs. Also, remember to always look beyond the sales pitch as many agencies have polished the sales pitch to reflect what you want to hear as opposed to what they truly offer.

Now try convincing a human that you are number 1 or the right person for the job. That’s slightly more difficult, depending on the person of course. Here are some considerations and key differences between building a corporate website without a social component to interact with your audience.

There are other social media channels that can be better understood and easily compared to a medium that most people understand which is Search Engine Marketing. SEM has a set of “rules and outcomes” that are widely understood across the internet savvy as well as business leadership at companies. For simplicity’s sake the top three we’ll use here are clicks, impressions and conversions. Keep in mind though that we are skipping to the tactical assuming the top level planning and thinking has been done. I, however, think that marketing programs should align to a final goal but should be flexible enough to add new channels. That poses a staffing issue and the flexibility to be ready to face that problem is key to the success of a program. But that topic is a material for a different post. Now on with the tactical.

Sitemaps are not the sexiest topic to talk about when it comes to the internet and SEO, but they are extremely useful tools to communicate your content to the search engines and to you readers. This task is rather simple if you have a blog powered with Wordpress or Joomla but it becomes quite an interesting task when dealing with large content sites. (i.e. Google itself).

Looking at the right stuff but looking at it from too far away might be hindering your optimization capabilities.  At this level of optimization, the factors that you need to consider are much more complex than campaign level CTR and CPC. For those struggling to find a meaningful test environment, I would suggest doing the [...]

Why would people care about a search result when they have hundreds of friends that can help them figure out the best way to purchase a product or service. For instance, it is nearly impossible to find a unique travel experience by searching the internet. There are hundreds upon thousands of results that have zero relevance to what you are looking for. A search engine does not know you.

It is not only cool that Google is letting folks mess around with their Google logo. It is the fact that this is for schools only. Can you imagine Microsoft even thinking about something like this? Oddly enough, a couple of days ago HBR came up with a study about the shrinking advantage of brands [...]

The flaw is to continue to see agencies as such. Don’t hire agencies for the sake of having arms and legs. You can outsource that and it would be less expensive. Your agency needs to be a partner. A true business partner. Marketing agencies have a shelf life of X time. That leads me to [...]

It’s hard to dispute that the Long Tail is an important concept in Search. A lot of times, though, we tend to think of the long tail as being a B2C concept by relating it to specific product names in ecommerce situations. But, it’s just as relevant in the B2B world. One-word phrases bring businesses [...]