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 marketing perspective. Three Major Signals Google identified […]
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 because as ZOGGERS, we tend to […]
It’s a chilly fall morning at a local coffee shop. In the corner sits a mother, searching on her laptop for the best preschool options for her toddler. Next to her, a businessman is using his iPhone to read user reviews about golf clubs. Across the room, a couple perusing Facebook makes plans to eat at a new restaurant after seeing a friend’s rave review. What do these experiences have in common? They are all Zero Moments of Truth, ZMOT for short, according to the genii over at Google who recently released a marketing e-book on the subject. ZMOTs are […]
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.
You may have heard about the ongoing Occupy Wall Street protest. I’ve been following the story and it made me wonder: Are we witnessing the next big movement of our time?” Now I’m not talking about a march-on-Washington, hold-hands-like-a-bunch-of-hippies-and-sing-kumbayah kind of social movement. I’m talking about the write-a-blog, post-a-video-and-change-the-world sort of social movement.
ICANN’s latest announcement regarding the long-awaited and highly criticized expansion of the generic top-level domain, or gTLD, came earlier this week. ICANN announced that for a cool $185,000 any company or major brand alike can apply to have their very own “.insertyourcompanysname” gTLD. “GTL-WHAT?” you say. Basically, gTLD’s are what we now know as .com, .net and .org. Up until this point websites have been limited to a group of 22 generic top-level domains, along with a large number of country-code TLDs. Country-code TLDs, or ccTLD’s, were originally intended to help organize sites by the geographic region they are relevant […]
Twitter is quickly becoming an increasingly important tool for digital markets. While there’s little doubt that social media initiatives like Twitter impact search engine ranking, there is some confusion around exactly how to incorporate Twitter into SEO strategy. ZOG Media’s SVP of Social Media, Elle Shelley, recently addressed this topic during the Advanced session of the prestigious Search Marketing Expo in Seattle, Wash. The event brings together the sharpest minds in search marketing and is facilitated by the editors of Search Engine Land. Below are the three tips from Shelley’s presentation at the event. Integrate into Strategy Integrating SEO target […]
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.
This week Google rolled out their most recent enhancement to further integrate social data into search results. If mass adoption occurs, Google +1 will not only provide users with a better experience, but it will also provide another much needed trusted beacon for Google’s search algorithm. How Does it Work?