Uncategorized - 9/36 - Digital Marketing Agency

Wikipedia and the Digital Age Brings an End to the Printed Encyclopaedia

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I was drawn to this piece on Media Decoder that the Internet has killed 244 year old Encyclopaedia Britannica, with anticipation that the company will announce shortly that it is discontinuing its printed version. The image of large reference tomes filling mahogany bookshelves will now be relegated to the realm of nostalgia as it highlights the growth and reality of the digital age.

 
Wikipedia

 
I see this announcement as no surprise. With the online dominance of Wikipedia, access to reputable sources and information which is updated by Wikipedia’s tens of thousands of contributors makes it a dynamic reference point matching the demands of the digital consumer. The 2010 edition of Encyclopaedia Britannica will be its last set with over 4,000 contributors ranging from Tony Hawk’s contribution to the entry on pro skateboarding and Arnold Palmer, the professional golfer who wrote the entry on the Masters Tournament. The 32 volume set has sold only an estimated 8,000 with 4,000 being stored in a warehouse for further purchase.

 
I want to draw attention to the quote:

“It’s a rite of passage in this new era,” Jorge Cauz, the president of Encyclopaedia Britannica Inc., a Chicago-based company, said in an interview. “Some people will feel sad about it and nostalgic about it. But we have a better tool now. The Web site is continuously updated, it’s much more expansive and it has multimedia.”

 
Not to sound cruel (as I grew up with Encyclopaedia Britannica and am quite fond of the memories of the smell of the pages the sheer weight of its volumes) I believe the new era had already arrived with the creation of Wikipedia. Why didn’t Britannica adapt to this new competitor? Yes they adopt a different marketing strategy where schools and educational institutions are the main consumer of their products. Where was the push for the Encyclopaedia Britannica website to become a viable source of information in the wake of Wikipedia? I would have liked to see them transfer their authority into the online realm. I feel their brand presence has diminished as they did not capitalise on the impending threat. They needed to bring the Encyclopaedia into the minds of the digital consumer, the contemporary consumer. Now instead their authority as an online source of information is in the shadow of the juggernaut which is Wikipedia, which heralds free dissemination of information.

 
I’m sorry, I guess I will miss the days of opening up my 5kg volume to learn about the prehistoric Neanderthal when researching my primary school project.

Google Adwords – Broad Match Modifier

By | PPC, Uncategorized | No Comments

Broad Match Modified (BMM) is my favourite Google Adwords innovation of the last year or so.  It offers the ability to utilise the broad match type in Adwords to increase traffic volumes while closely guarding relevance.

 

To implement, you put a plus symbol, +, directly in front of one or more words in a broad match keyword. Every word with a + sign must appear in the users search exactly, or as a close variant. The followings are close variants and, unlike normal broad match, it will not show ‘related’ terms for BMM terms.

  • Misspellings
  • Abbreviations
  • Single/plural
  • Acronyms
  • Stemmings (floor/flooring)

BMM can be used multiple times in a keyword, e.g. +bonds +underwear +sydney

 

Where to use BMM

 

1. Adgroups with low impressions

2. Brands or products which are difficult to spell

3. To increase traffic to adgroups with good CPA’s

 

Actually, there are likely dozens of ways to use BMM, it just depends on your client and product.

 

If your client has an adgroup with a very expensive CPA, for example, perhaps you could BMM keywords to increase reach, while retaining close targeting.

 

If your client has a low CTR, you could use BMM to increase targeting of any broad match keywords

 

I really do believe that BMM is an important addition to any account.

 

 

BMM Tips

 

1. Make sure before you start, that you have a good negative KW list in place

2. Keep your eyes on the activity of BMM, and check your ‘searched terms’ report regularly, both for new keywords to add and ones to make negative.

3. If you aren’t used to using Broad Match keywords, keep bids low to start with.

4. I usually keep BMM keywords in the same adgroups as my other keywords, I haven’t seen a need to separate them out.

 

Link Building Using Google Places

By | SEO, Uncategorized | No Comments

Google Places are no longer restricted to the map box results in Google, as they used to be when they were Google Local. In their new incarnation they are now available right at the top of the search results, as a big individual placement. See here, for Sydney Butcher, after the PPC ad, the very top result is a Google Places result.

Link Ideas From Google Places

Now, this post isn’t about the importance of getting your local business ranking high in Google Places, today is a Linking day. So I am going to tell you a little story about how you can use Google Places to get links for SEO. It is very easy, you just need to follow these steps;

1. Do a Location based search for your industry. E.g., above I did Sydney Butchers. Now, if you have limited time, you might want to focus on the top, most powerful results, but if you have more time, I recommend doing the next few steps on as many results as you can, because you will get lots of different link opportunities this way. In fact, using the above Butcher example, I didn’t choose the top result, because it didn’t yield many link ideas, I went down the page a bit, and used a different one.

2. Click on the “Place Page” link to the right of the result

3. On the resulting Google Places Page, scroll right down the bottom to the section “More about this place”

Get Links from Google Places

4. Now, you might be getting excited, because here is a list of places which are linking to this places page, and which may in fact be helping the Places page rank! Click on the ‘more’ at the bottom of that to get the complete list

SEO for Google Places

Now, all you have to do is check out the sites which are linking to that butcher site, and find out if they might not link to your butchers site!

Your research doesn’t stop there, you now need to repeat that trick for;

– Other Google Places pages in your results

– Keyword and location variations to see if there is anything you are missing

– Re-do the Google search and use it for other industries which are closely related to you, and see if there are any more linking opportunities there

– Re-do the Google search again for other random industries or services in your local area, and see if there are any surprise sources  of links in their results.

There has to be some links in there for you somewhere!Google Places are no longer restricted to the map box results in Google, as they used to be when they were Google Local. In their new incarnation they are now available right at the top of the search results, as a big individual placement. See here, for Sydney Butcher, after the PPC ad, the very top result is a Google Places result.
 
Link Ideas From Google Places
 
Now, this post isn’t about the importance of getting your local business ranking high in Google Places, today is a Linking day. So I am going to tell you a little story about how you can use Google Places to get links for SEO. It is very easy, you just need to follow these steps;
 
1. Do a Location based search for your industry. E.g., above I did Sydney Butchers. Now, if you have limited time, you might want to focus on the top, most powerful results, but if you have more time, I recommend doing the next few steps on as many results as you can, because you will get lots of different link opportunities this way. In fact, using the above Butcher example, I didn’t choose the top result, because it didn’t yield many link ideas, I went down the page a bit, and used a different one.
 
2. Click on the “Place Page” link to the right of the result
 
3. On the resulting Google Places Page, scroll right down the bottom to the section “More about this place”
 
Get Links from Google Places
 
4. Now, you might be getting excited, because here is a list of places which are linking to this places page, and which may in fact be helping the Places page rank! Click on the ‘more’ at the bottom of that to get the complete list
 
SEO for Google Places
 
Now, all you have to do is check out the sites which are linking to that butcher site, and find out if they might not link to your butchers site!
 
Your research doesn’t stop there, you now need to repeat that trick for;
 
– Other Google Places pages in your results
 
– Keyword and location variations to see if there is anything you are missing
 
– Re-do the Google search and use it for other industries which are closely related to you, and see if there are any more linking opportunities there
 
– Re-do the Google search again for other random industries or services in your local area, and see if there are any surprise sources  of links in their results.
 
There has to be some links in there for you somewhere!Google Places are no longer restricted to the map box results in Google, as they used to be when they were Google Local. In their new incarnation they are now available right at the top of the search results, as a big individual placement. See here, for Sydney Butcher, after the PPC ad, the very top result is a Google Places result.

Link Ideas From Google Places

Now, this post isn’t about the importance of getting your local business ranking high in Google Places, today is a Linking day. So I am going to tell you a little story about how you can use Google Places to get links for SEO. It is very easy, you just need to follow these steps;

1. Do a Location based search for your industry. E.g., above I did Sydney Butchers. Now, if you have limited time, you might want to focus on the top, most powerful results, but if you have more time, I recommend doing the next few steps on as many results as you can, because you will get lots of different link opportunities this way. In fact, using the above Butcher example, I didn’t choose the top result, because it didn’t yield many link ideas, I went down the page a bit, and used a different one.

2. Click on the “Place Page” link to the right of the result

3. On the resulting Google Places Page, scroll right down the bottom to the section “More about this place”

Get Links from Google Places

4. Now, you might be getting excited, because here is a list of places which are linking to this places page, and which may in fact be helping the Places page rank! Click on the ‘more’ at the bottom of that to get the complete list

SEO for Google Places

Now, all you have to do is check out the sites which are linking to that butcher site, and find out if they might not link to your butchers site!

Your research doesn’t stop there, you now need to repeat that trick for;

– Other Google Places pages in your results

– Keyword and location variations to see if there is anything you are missing

– Re-do the Google search and use it for other industries which are closely related to you, and see if there are any more linking opportunities there

– Re-do the Google search again for other random industries or services in your local area, and see if there are any surprise sources  of links in their results.

There has to be some links in there for you somewhere!Google Places are no longer restricted to the map box results in Google, as they used to be when they were Google Local. In their new incarnation they are now available right at the top of the search results, as a big individual placement. See here, for Sydney Butcher, after the PPC ad, the very top result is a Google Places result.

Link Ideas From Google Places

Now, this post isn’t about the importance of getting your local business ranking high in Google Places, today is a Linking day. So I am going to tell you a little story about how you can use Google Places to get links for SEO. It is very easy, you just need to follow these steps;

1. Do a Location based search for your industry. E.g., above I did Sydney Butchers. Now, if you have limited time, you might want to focus on the top, most powerful results, but if you have more time, I recommend doing the next few steps on as many results as you can, because you will get lots of different link opportunities this way. In fact, using the above Butcher example, I didn’t choose the top result, because it didn’t yield many link ideas, I went down the page a bit, and used a different one.

2. Click on the “Place Page” link to the right of the result

3. On the resulting Google Places Page, scroll right down the bottom to the section “More about this place”

Get Links from Google Places

4. Now, you might be getting excited, because here is a list of places which are linking to this places page, and which may in fact be helping the Places page rank! Click on the ‘more’ at the bottom of that to get the complete list

SEO for Google Places

Now, all you have to do is check out the sites which are linking to that butcher site, and find out if they might not link to your butchers site!

Your research doesn’t stop there, you now need to repeat that trick for;

– Other Google Places pages in your results

– Keyword and location variations to see if there is anything you are missing

– Re-do the Google search and use it for other industries which are closely related to you, and see if there are any more linking opportunities there

– Re-do the Google search again for other random industries or services in your local area, and see if there are any surprise sources  of links in their results.

There has to be some links in there for you somewhere!

Work With MooMu Media

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MooMu Media is looking for a new best friend, to come and work with us as a part-time business development manager!

This is a role we want to develop with the successful candidate, but the overall goal of the position is to come up with brilliant ideas and strategies to help us grow our local business.

Although we have been in operation just under 2 years, we have a 100% client retention rate, and much of our business has been built on happy customers and their referrals. These strong relationships have helped us grow our business to service an array of industries, including B2B, online retail, professional services, media and recruitment.  We have decided that this is the right time to take control of our own destiny and create a dedicated business development team.

From little things, big things grow – so this position will be part time in the beginning, with the potential to grow in all kinds of directions for the right candidate. If you are;

  • Passionate about online,
  • Experienced in business development or sales
  • Looking for a flexible position in an exciting industry

Send your CV to jobs@moomumedia.com and let us know how you think we could work together!

Hope to be having After Work Drinks with you soon…

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