53% of organic search clicks go to the first link. When you examine the steps behind those clicks, you are led back to keywords: what terms were entered in the search engine box? Certain words and phrases are more relevant for your brand when it comes to search engine optimization (SEO). The key is determining which ones will point to your site, increase traffic and hook your target audience. SEO is critical when it comes to boosting your search rank and increasing brand visibility. Keyword research is an important aspect of your SEO efforts – you want to find a […]
By Jason Squardo Senior Vice President of Search Some digital marketers think the most valuable links are the ones that sit atop search engine queries. While making sure your brand has effective search engine optimization is important, it shouldn’t be the only piece of your brand’s link building puzzle–BizDev linking is also vital to successfully spreading your brand.
By Kyle Clifford Director of Project Management Just like your brand should care about search engine optimization when it comes to designing your website or putting together your blog, special consideration must be made to optimize your video content. Videos provide a short but powerful message about your company or brand, and because they’re so richly visual, they appeal to audiences who might not be interested in reading text that shows up in search. Videos also serve to add to your organic search results and help to establish your brand’s web presence, which then increases your return on investment. Using […]
By Kimberly Giroux Vice President of Paid Media Having been recently released, the new Google Analytics system brings a sleeker design and advanced analytics reporting. The more intuitive navigation and release of site report data that was previously available only under beta makes this update a win for many in the online field. Let’s take a tour of the new features.
By Greg Getner Senior Vice President, Strategy & Social Marketing Most people tend to think search engine optimization (SEO) is something you add to your website. A more integrated approach would be to view your website as merely one outcome of your SEO efforts. We call including SEO in the beginning and throughout web design, rather than as an afterthought, “baking search in.” When ZOG Digital was tasked with designing the Fiesta Bowl’s new website, we made sure to make SEO a priority by baking search in.
By Jason Squardo, Senior Vice President, Optimization In early November, Google announced an update to their algorithm that verified that the search engine would use social media to deliver search results that are both relevant and recent. The implications of this announcement should not be underestimated, with Google noting that the algorithm change will impact 35% of searches, which equates to about one result per page. The purpose of this blog is to make further sense of social media’s implication plus analyze and identify specific opportunities for us to take advantage of social media’s influence on search from a practical […]
By Greg Getner Director of Strategy It isn’t everyday that you hear agencies exhort brands to Zogify their ZMOT. But at ZOG Media, that’s exactly what we’re doing, and after seeing the results we’ve generated, more and more brands are joining the Zogify movement. It begins by understanding Google’s so-called Zero Moment of Truth (or ZMOT). We were initially attracted to the ZMOT theory because first, at ZOG we love search (as many of you may know, prior to ZOG our founder and many members of the team founded the largest independent search agency in the USA), and also really […]
For anyone who works in the hotel industry, TripAdvisor is a big deal. The popular travel review website not only provides customers with deals on flight and hotel bookings, but it also features user reviews and a rating system that may influence how travelers book their hotels.
As search marketers, we get hung up on the rank of campaign terms and goals of being in the top few search results. While this is undoubtedly an important metric of SEO success, rank now more than ever only tells part of the story. For an industry built around analytics and black and white data, understanding that rank is an unreliable SEO success factor can be uncomfortable at first. While basic, the following should help those who want to understand the full picture of how SEO can impact a site beyond just your target terms and rank.