Category Archives: Marketing Trends

NEW DATA: Google Authorship: The Ever-Changing Buzzword

So, after all I said and wrote about Google+, SEO, and Google Authorship, Google has decided to pull the plug on featuring authorship details in the search engine results page (SERP) – specifically, the author’s picture and his or her Google+ Circle count.

Turns out, 13 days after I published the blog, “Google Authorship: The New Buzzword affecting SEO,” Google decided that its SERP needed a facelift – AGAIN.  It decided it wasn’t fair to include pictures of Google+ users nor the count of other Google+ users who were in their Circles. Sneaky marketers were stuffing their Google+ profiles with links and people in their Circles. These stuffed profiles were ranking highly in the SERP and, therefore, were getting more clicks because – as we know – images are more appealing to click.

Googleauthorship

How this Affects your Content Marketing:

Basically, they are making it difficult again to optimize Google+ to help with search results. Good thing you’ve got killer content to get results anyway! As well, don’t forget to follow the guidelines from my original post. Even without your photo in the SERP, using Google Authorship to tie your content and Google+ profile still has weight with Google.

Read more in the articles below posted by HubSpot to see the new details they’ve uncovered, and keep on posting quality content! 

Thanks for reading! Hopefully Google will give me at least 30 days this time before it makes me a liar.

Original Post Content with New Data:

Technical audiences are in need of following Google’s newest update by placing more weight on optimized Google Authorship for longer lasting SEO and quality content marketing.

NEW DATA: Remember, your Google+ profile linked to your content strengthens your Google Authorship. No longer including the Google+ profile picture in the SERP (by Google) is what has changed.

Gone are the days when you can outsource content to “ghost writers” that fill your blog and website with keywords and links in order to shoot to the top of the search engine rank page (SERP).  Additionally, simply adding an “expert” author to your blog along with search engine optimization (SEO) tactics will no longer automatically and exponentially raise your “Author Rank.”

Google puts more effort into ‘author rank’ algorithm

Just like previous SEO trends, Google has decided it is tired of trying to weed out the quality content from the spam content through simple link building and authorship algorithms. Instead, Google has drilled deeper into its version of “Author Rank” in order to decipher accurate and useful content based on the quality of the author, or as Google has coined, ‘Authorship.’

Google Authorship Using Google+ for Author Rank

Source: wpseotricks.com

Rich Snippets are becoming more selective

Additionally, Google cut the use of rich snippets (the few lines of text under a search result that give more information) for low quality sites by 15%. It also indicates that rich snippets using authorship found in the SERP will be focused on more in-depth content. This means that author rank is more competitive and the gap between authoritative authors and “ghost” authors will be larger, which is very good news for technical audiences who seek out in-depth content.

Rich Snippets in the Google SERP

NEW DATA: The author’s image and Google+ circle count in this image will no longer be included in the SERP. The author will still be included. 

Summary: Authorship is key

As content marketing becomes as important as – and interchangeable with – search engine optimization, expert authors become more important to Google and its searchers. Predicted in the near future by Forbes, sites that do not create and maintain author rank will be in risk of not ranking at all on the SERP. Fortunately, technical content for marketing to engineers and scientists is tends to be already naturally optimized for the high quality and in-depth content Google is now valuing more highly, so long as the author is following authorship best practices.

To get started on building your authorship, contact TREW Marketing about our Search Engine Marketing and Content Marketing services.

Want To Be More Effective With Your Content Marketing?

Watch the video “Marketing Content Planning to Drive Leads” as part of our two-part series to learn how strong marketing content builds your B2B company’s reputation, improves your site’s SEO, and increases leads.

How Many Fields in a Lead Form? TREW’s August Poll

TREW Marketing is always looking for current data around marketing trends and techniques to capture the attention of our technical audience. The best way to find this information is directly from our audience – you. Each month we plan to post a one-question poll or survey on a specific topic and report the results in a blog post the following month.

The Debate: Form Fields for High Conversion Rates

This month we focus on lead forms and the number of personal fields a web visitor is willing to fill out on their first visit to a website. While questions about a person’s professional atmosphere and need are generally non-intrusive, some web visitors find giving their email address or company name too forward.  This There’s a debate with marketers about how and when to collect information from users – and for how much information you should ask.

When you come across a lead form, how much information do you believe is reasonable to fill out on a first visit? Let us know in this one-question survey.

Read more stats about Lead Form Fields and Conversion Rates:

Is Too Much Choice Killing Your Conversion Rates? [Case Studies] by Unbounce

Little Secrets to Contact Forms That Convert [Quick Tip] by HubSpot

7 Ways to Optimize Your Conversion Forms to Get Better Leads by HubSpot

Live Webcast: How Engineers Seek and Consume Content

Join TREW CEO and Co-founder Rebecca Geier, along with representatives from CFE Media, for a free webcast discussing how engineers use search engines, why they visit company websites, and what they value most in marketing content.  Pre-register now for the free seminar that will dive into the results and findings of the TREW and CFE Media industry-first survey of more than 700 engineers primarily in R&D.







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Trends: The Selfie, the 4-Screen Revolution and 3 other Digital Marketing Trends to Watch

If you’re unfamiliar with the term “selfie,” you must be living on a remote island enjoying life (like a genius, I might add).

The trend of taking a photo of oneself is dominating pop culture and can be found everywhere from social media channels such as Facebook, Twitter and Instagram; to television programs (remember the Oscars); to the radio via the pop song “#Selfie.”

selfie karen fields rebecca geier

TREW Marketing Co-founder and CEO Rebecca Geier takes a “selfie” at EELive! with Karen Fields, senior vice president of content at UBM.

Think this trend doesn’t apply to B2B Marketing? Think again. The way that your customers engage with others online is an important consideration.

Let’s examine how the selfie and other digital trends (such as the four-screen revolution, video and content curation) affect marketing, referencing this article on Inc.com.

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Thurs. Trends: Marketing Automation Trends among B2B Marketers

Marketing Automation allows companies to automate digital marketing practices such as direct email, social media, and lead nurturing to save time and resources. However, the biggest benefit is the long term nurturing that automation provides.  Automating your digital marketing not only benefits you as the marketer but also provides benefits to your customers and subscribers.

The Use of Marketing Automation among B2B Marketers

According to Marketo, a majority of B2B companies are still using manual methods to implement marketing tactics and nurture leads. This can be very time consuming Most marketers who considered buying a marketing automation program indicated that their biggest need is to improve marketing productivity.

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LinkedIn Fosters Growth of B2B Content Sharing

What content is most frequently shared on LinkedIn and social media by technical audiences? How do you create content that is more likely to be shared and consumed? Results of a recent study by MarketingCharts indicate that “professional content consumption is ‘dramatically rising’ on LinkedIn” and other social media platforms.

What are people looking for and sharing on LinkedIn?

Experts at TREW Marketing find LinkedIn to be the best social media channel for B2B content sharing, as it reaches a highly targeted, engaged audience that can be added to your company’s database and marketing funnel. Similarly, the study by MarketingCharts confirmed that most content consumers are trolling LinkedIn to keep up with industry news, discover new ideas, and network with their colleagues and clients. Content consumers are spending an average of eight hours per week on LinkedIn reading new research, breaking news, and case studies pertaining to their industry.

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When Engineers Say One Thing But Do Another

The following blog, written by TREW CEO and Co-founder Rebecca Geier, first appeared in EE Times.

Engineers hold accuracy and precision as paramount. You are designing and solving critical applications to ensure the highest product quality, system safety, and performance. You are solving complex calculations to ensure the greatest likelihood of success. There’s little room for guesswork or contradictions.

cartoon of a person with two faces, pointing different directions

Engineers say that other engineers don’t fill out registration forms, but they do. What’s up with that?  (Image: Getty)

So when engineers first told me with certainty that other engineers will never give up their personal information on a website, and then they turned around and did exactly that, I was amazed. And I remain amazed, because it’s happened many more times since.

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Thursday Trends: No More Guessing: How to Become Data-driven

Has your leadership asked you about metrics or performance results this week? You’re definitely not the only one.

According to recent survey results from the most recent MIT Sloan Management Review, published by MarketingCharts, a majority of professionals are being pressured to become more data-driven and analytical. However, only a minority of respondents felt that they frequently have the data they need to make decisions.

professionals are being pressured to become more data-driven and analytical

Image Source: Marketingcharts.com

How can you ensure you have the analytics needed to make informed decisions about your marketing strategy? One way is by leveraging powerful analytics from marketing automation tools.

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