Online Marketing

Semantic Search: The Newest Approach to SEO

Once upon a time, keywords were the Holy Grail for achieving page rank within Google searches. If a user searched for “Moonstruck Marketing”, Google didn’t know if the user was searching for a website, a person, or something else. The ‘bots would simply scan words and letters to statistically analyze the search the way it occurred in a certain order on the web page – the page title, the page URL, etc. – and Google would return the top 10 links matching the user’s search, with number 1 being the best match, and so on.

What was missing from this type of analysis was the human element.

Enter semantic search, a more sophisticated technology that determines, not just the order of words and letters, but the intent behind the searcher’s query.

With semantic search, results are more accurate, and search engine aptitude can be expanded to include technologies like voice search, for which traditional SEO would be quite ineffective.

Those Busy ‘Bots

Search engine ‘bots never sleep. Constantly crawling the web for content, they are now charged with comprehending users’ queries and matching them with the correct intent, ensuring the right answer is returned to the user. Search for pizza at 7 am, and Google understands you’re not looking to order pizza, but perhaps thinking about where to go for pizza later in the day. Search for pizza at 7 pm, and the results return specific restaurants in your locale.

As the technology evolves, it may even remember your favorite searches so that, 10 weeks later, when you’ve forgotten the name of that “pizza restaurant on 10th street”, it can recall your previous search.

What This Means for Business Owners

Millions of people use the internet daily to find answers. This means […]

Why You Need a Graphic Designer for Real LinkedIn Success

Using LinkedIn as part of your marketing strategy? Consider how a professional graphic designer might improve your success odds.

Today, LinkedIn’s 253 million members post a ton of content, from profiles and home page posts to status updates and group discussions. The 2013 introductions of revamped Company pages and University pages ramped up content publishing efforts on the professional networking platform. Recently introduced, the new Showcase Pages create space for even more content.

But think about it…how much material do you read on LinkedIn (on anywhere) without an image to draw you in? Probably not much. In fact, the right images separate the Influencers from the rest of the crowd. Images are indeed powerful, and hiring a savvy graphic design firm can really help you stand out.

The Key to Top-Notch Visual Content

The key is effective utilization of visual content such as sharp logos, engaging banners, shareable infographics, and much more, especially in groups and on Company and University pages.

Exactly how a can a graphic designer and visual content positively contribute to your LinkedIn marketing strategy? Here are 4 meaningful ways:

1. You’ve heard the phrase “A picture is worth a thousand words”? The idea is not new. It was voiced by a character in Ivan S. Turgenev’s 1862 novel Fathers and Sons – “The drawing shows me at one glance what might be spread over ten pages in a book.” Yes, even 152 years ago, pictures sold products. Visual content gets attention, allowing readers to better grasp your brand’s identity, and creating a human connection that translate the brand experience into brand loyalty.

2. Images drive attention, but better still, they drive engagement. A Simply Measured report on Facebook engagement one month after the […]

Where is Your Keyword List? If You Don’t Have One…Read On!

If you are interested in marketing your business online, I’m sure that you have seen the surge in articles heralding the importance of generating original content in addition to having a solid content marketing strategy in place.

Having consistently updated content published on your site is crucial to getting more traffic from social media sites and search engines while creating a power of influence over your visitors.

I’m sure that this is where you might think we would start talking about how to write blogs and market them.  This is not the case.

What I want to talk about here is what you need to do BEFORE you put pen to paper (do people still do that?) and begin formulating your first blog.

Keywords.

keywordsWith all of the fervor over the power of content marketing, one aspect that I don’t think is stressed enough is the use of keywords when writing your content.  Keywords are how people will be able to find you, your business, your services and your products online when searching for you – plain and simple.

Keywords also help you target the RIGHT market that you want to attract to your business.

Above and beyond this, keywords can make your website a powerhouse in Google (as they play a crucial role in SEO) and when used throughout your marketing materials (offline and online) can create a continuity with your overall strategy.

I have a two step process for keywords – in order to keep it simple and to get you to begin to formulate your first list.

First, write down who your target consumer is.  Then write down what your key product/service offering is.   Now you will have a good idea […]