Tag 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.


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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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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Thursday Trends: Google Panda’s Attack on Press Releases

The recent update to the Google search results algorithm – better known as “Panda 4.0” – is causing a stir around global PR and newswire agencies, due to the fact that this new update causes “unoriginal content” (including press releases distributed to and syndicated on multiple news outlets) to rank much lower on the search engine results page (SERP), sometimes even pushing them to page 2 or 3.

Whether or not you’re trying to use your press release primarily to boost your ranking in search results, Google now lumps widely distributed news releases in with other “linking schemes” and continues to place more value (and a higher rank) on what it considers unique content.

Is this the Attack of Google’s Panda on Press Releases?

So is it really the death of the press release? While some juries are still out, we propose that this is simply the next evolution of content strategy, and reflects changes the smartest companies are already making. That is, creating quality content that conveys their most important message with their target audiences in mind, and sharing in more efficient ways that rank highly for the search engine and the searcher.

screen shot of businesswire.com dip in traffic after Google's Panda 4.0 release

Some news wiring agencies, like Business Wire, took a noticeable hit after the release of Panda 4.0. Image courtesy of searchengineland.com.

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Thursday Trends: Search Engine Optimization for People, not just Search Engines

Search engine optimization (SEO) has been a hot-topic in website design, traffic generation and lead conversion for years. Recently, however, as Google continues to update its ever-changing algorithm, companies are beginning to focus SEO efforts on the people using the search engines, rather than just the search engines themselves. In other words, it’s not just about quantity – the number of clicks; it’s more and more about the quality – who is clicking.

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Thursday Trends: What is the Ideal Email Subject Line Length?

There are a growing number of channels for sharing content online, and each seems to have its own secret recipe for success (think social media v. blogging v. email). This makes it tricky to effectively tailor content.

A recent blog post on Buffer explored “scientifically backed” recommendations on content length for writing, tweeting, and posting, and the results were interesting. According to the article, the ideal tweet is 100 characters, and the best Facebook posts are 40 characters or less.

While ideal content length varies by channel, one overarching trend is apparent – straightforward content that quickly communicates key messages performs best. It is the “Keep it simple, stupid” (KISS) principle applied to online content.

Let’s take a closer look at results.

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Why You Should Care About Google+

As B2B Marketers, we know that social media is a must. However, it can be challenging to know where to start and difficult to communicate its ROI to receive the dedicated resources and time needed for social media tactics. We get it.

BUT – if there’s one channel that you should care about today and make time for, it’s Google+.

Learn why your company should care about Google+ and its clear ROI.

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Thursday Trends: We Exceedingly Trust People Like Us

From deciding at which restaurant to dine, to which cell phone we should buy, to which vendor we should use, we often call on the advice of our peers to help make this decision. And, while decision-making has become increasingly crowd-sourced, the choice itself has become more personal. As consumers, we expect things that are more tailored to individual needs.

The factors that guide our personal decisions are also closely linked to those we use in business.

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