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Marketing Update: The Google Show

  
  
  


Episode #155 - July 1st, 2011

The Google Show

Intro

  • How to interact on Twtter: Include #HubSpotTV in your tweet!
  • On the show today is Mike Volpe (@mvolpe) and Karen Rubin (@KarenRubin)
  • As always, all the old episodes are in iTunes. If you like the show, please leave a 5-star review!
  • Anyone is welcome to come by the show to watch as part of the live studio audience - 4pm Friday!

Headlines

Bike Lanes & Facebook Pages

  • http://www.youtube.com/watch?v=bzE-IMaegzQ
  • Casey Neistat was ticketed for riding his bike NOT in the bike lane.
  • He was upset and created an entertaining YouTube video, which in two and a half weeks generated 3.7 million views.
  • Two weeks after launching the video, he launched his Facebook page, which to date only has 550 fans
  • Recognizing his mistake, he commented on his page, "I should've built this page before I posted this video; that would've been a little more strategic."
  • Marketing Takeaway: Have a call to action and a conversion opportunity on everything you do!

Google Bans a Domain

  • http://www.seroundtable.com/co-cc-google-removal-13644.html
  • Google reserves the right to ban all sites on a host if the host seems to have an unusual percentage of spammy sites on it.
  • Google banned the co.cc sub-domain yesterday
  • "if we see a very large fraction of sites on a specific freehost be spammy or low-quality, we do reserve the right to take action on the freehost as a whole."
  • co.cc was a free subdomain
  • Marketing Takeaway: Make sure you own your own domain.

Google+

Google's Zero Moment of Truth

  • http://www.marketingpilgrim.com/2011/06/googles-zero-moment-of-truth-ebook-available-for-marketers.html
  • http://google-zmot.appspot.com/google-zmot.pdf
  • http://google-cpg.blogspot.com/2010/03/zero-moment-of-truth.html
  • FMOT first defined by P&G in ~2005 as when a customer first touches a product on the shelf
  • Zero moment of truth for consumers which occurs between the time that they first see an ad for a product (the stimulus) and when they purchase
    • FMOT: Consumers arrived at a fast food restaurant and scoured the menu on the spot to decide what to order.
    • ZMOT: Consumers go online to research their food options, perhaps looking for health and value, in advance of getting in line to place an order.
  • Would it surprise you to know that a full 70% of Americans now say they look at product reviews before making a purchase?
  • Or that 79% of consumers now say they use a smartphone to help with shopping?
  • In 2011 the average shopper uses 10.7 sources of information before buying.
  • Google does not usually produce ebooks that are distributed as research which are, in reality, marketing pieces. Imagine that: Google is getting into the inbound marketing game.
  • Marketing Takeaway: Thought leadership is an important part of inbound marketing.

SEO MOZ Released Search Ranking Factors

  • http://www.seomoz.org/article/search-ranking-factors
  • http://www.marketingpilgrim.com/2011/06/top-15-highlights-from-seomoz-2011-ranking-factors.html
  • Google may begin looking more at how content is capturing and holding an audience’s attention.
  • More than 75% of SEOs believe social signals, in some regard, will also increase in relevance regarding impact on search results
  • 60% of SEOs think exact keyword match domains will decrease in relevance to search results. For instance “www.buytractortrailers.com” won’t automatically populate the first result simply because of the domain.
  • FB shares were the highest social signal correlated to better search results. However, still some are suggesting that Google doesn’t take FB Shares to account as much as we think, they are merely indicators that content is quality.
  • Title tags are still very important – They are one of the higher on-page features impacting search relevance.
  • To appear in search results via Twitter, the authority of tweets is more important than number of tweets. This makes sense, (especially in the future) because if you get a lot of retweets on an article from spammy Twitter accounts, they wouldn’t be as relevant as a few retweets from “authoritative users.
  • Three things keep you in the game: 1.Fantastic Website 2. Compelling Content 3. A Great Brand
  • SEO is becoming more complicated- What was once a set list of best practices is becoming more difficult to replicate. On-page optimization and link building (traditional SEO) are still important, but new SEO (social) is seeing a lot of success. There isn’t one best way to do things anymore, but a multitude of ways to achieve positive search results.
  • Marketing Takeaway: Social media is more important for search rank every day.

Marketing Tip of the Week - Add a call to action to something you have published on the web.

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