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Author: web_coder |
15 2015 |
Views: 1498 |
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It can be easy for the big wins to dominate your SEO strategy. The high readership, high authority bonuses can seem more beneficial to you and your clients than optimizing locally. It may be hard to justify spending budget on optimizing for what is often perceived as low-conversion areas, but thats simply not looking at the bigger picture.

Ignoring local optimization, especially in the wake of Google Pigeon,is becoming more and more detrimental to enterprise companies. This trend isnt likely to plateau either, as the search landscape continues to move towards personalized, location-based SERPs.

Lets take a look at some of the main reasons for optimizing locally:

Personalized SERPs

Its well established that Google is serving up increasingly personalized search results based on a variety of factors, including location. So, if your website is optimized solely on a national level, itll increasingly be missed off the SERPs in favor of companies that do optimize locally.

Snack-pack example for "taxi leeds"

Snack Pack Result Listings

The struggle for visibility becomes even more pressing considering Googles recent introduction of local snack pack listings essentially less SERP real estate for business listings. Google has cut down the number of displayed results from seven to three, meaning theres much more competition to be visible above the fold.

Therefore, its crucial that you get your local listings in order to stand a fighting chance of making the new top three results. Adding as much extra information as you can will help to increase your click-through rate should you be featured in the top three results pictures, recent reviews, and opening times can all affect how likely a user is to notice your business.

On-Site Listings

Its important to dedicate pages on your site to each location your business operates in. This will be the base from which you build authority for your local listings. On this page should be as much information as you can provide for each location, but the most important factor ought to be the NAP citation that is, the name, address and phone number. The individual locations page will be the target of any links you earn from external sites, building the pages authority.

Maintaining consistency across each NAP citation is also crucial, so make sure you avoid multiple variations of business names or using both international and local phone area codes. If more than one person is involved in using listings and directories, its probably a good idea to implement an internal process to make sure your NAP citations are standardized.

Building local links to localized pages is simply a more targeted version of traditional SEO activity you simply aim to earn links specifically from local sites. An example would be to get involved with a charity event in the area and subsequently create a story about your support and fundraising results. You can then offer this story as a press release to local media with the aim of attaining a link to the local branch page, and if this is successful youll have effectively built authority through local links to that page. If the charity themselves do likewise all the better!

External Listings

In conjunction with on-site listings, its important that you take advantage of the external listing opportunities available to you. If your companys local branches arent listed on Google+, this ought to be your first port of call, as Google favors listings in one of their own products.

Make sure that at least your NAP citation is included, and the link to the corresponding local page is listed. From there you can seek out other reputable directories such as Yelp and follow the same process. Just as traditional link earning benefits from a qualitative approach, citations ought to be attained from high-quality targets, and ought not to discount quality in favor of sheer numbers.


Personalized search results also appear regularly in SERPs served up to mobile users, as mobile users search queries include location data. And, since mobile usage purportedly surpasses that of desktop users, failing to appear in local searches could represent a strikingly large loss of customer base. Even broad terms such as furniture return a single, national brand result and then a selection of three local furniture businesses based on location. Screen space is a prime factor so its important that you aim to appear in the top three listings.

The steps outlined above will go a long way to helping you appear in localized search results for mobile users, but there are further methods to help you fully optimize for these devices. Implementing click-to-call tags on your phone number listings is important, as is making sure that your geolocation data is correct and up-to-date.

Mobile SERP for "furniture"


Gaining reviews from your customers provides much more value to your brand than simply bolstering your confidence. Not only does Google love to see that you have reviews (lending more authority to your brand) users love to see reviews too.

Its been shown that users are more likely to click-through to your site and convert if they feel they can trust the brand. Its a good idea to make the review process as simple as possible encourage people to complete them. If you offer your customers a variety of options for which they can place a review, this will go a long way to helping avoid this.

Reviews on "van hire" SERP

Reviews are certainly a ranking factor, but they can be a double-edged sword. As with all digital marketing techniques, honesty and transparency are key. Trying to game the system and fake reviews are easily picked up by Google, resulting in a drop in rankings.

Openly soliciting reviews is also frowned upon by many directories, as it is seen as duplicitous behavior. Simply pointing your customers in the direction of your reviews pages at the end of the selling process will suffice.

Finally: Assembling the Trifecta

The more visible your company is on a local level, the more likely a customer will naturally find and choose your service. On top of this, a local presence will complement your overall efforts to maintain a presence on page one.

If your ads are in order (and this can be easier locally because local ads are cheaper than national ads) and your national optimization is strong, you can establish a large presence on the first page of a search querys results culminating in a brand trifecta: ad results, national results, and local results.

Screenshots by Ian Harris. Taken July 2015.

Image credit: Vadim Georgiev|

Author: web_coder |
15 2015 |
Views: 1253 |
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Its Friday, which means its time for an A-through-Z of the weeks Google Search trends (see what I did there?)

Per-see what is it?As the skies lit up with the Perseid Meteor shower this week, there were more than a million Google searches around the topic from people on the hunt for shooting stars. Along with questions on how to pronounce it (that would be something in the region of percy-id), people were asking where to watch and how to photograph the summer show, with NASA promising up to a hundred meteors an hour if you got up early enough. These meteors streak through the Earths atmosphere for our viewing pleasure every year -- check out the annual spike in Google searches over the last decade for a record of when we spotted them.

Headlines from ChinaShocking images of destruction continue to come out of Chinas northern port city of Tianjin after a massive chemical explosion Wednesday. This eye-witness video posted on YouTube by Daniel Van Duren -- who says he was watching for shooting stars when the explosions happened -- has more than 60,000 views in 24 hours. With news outlets reporting that smoke is still rising from the industrial area where the blasts occurred, the million Google searches about Tianjin are focused on the who, what, where, when, why of the disaster.

This was the second time news from China appeared in the worlds Hot Trends this week. Chinas surprise decision to devalue its currency prompted an additional 50,000 searches Tuesday.

Because theres apparently a day for everythingIt was an awesome week for left-handed middle children everywhere. Wednesday was National Middle Child Day, where the top rising search on Google was for this meme, which pretty much sums it up. Then Thursday was Left Handers Day, prompting a spike of more than 100,000 Google searches. Looking at the top questions asked on Google around this important day for southpaws, you all wanted to know how many people in general are left-handed, and how many US presidents in particular (hard to confirm, but the White House tweeted that President Obama is one of them). Which brings us, naturally, to the next burning question on peoples minds: Is Donald Trump left-handed? File that one under August.

Author: web_coder |
15 2015 |
Views: 1198 |
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With the advent of Alphabetearlier this week, Google is separating things like search and ads from the more experimental parts of its business. Will both sides be equally affected by the restructuring?

Not according to David Erickson, vice president of online marketing for Karowski Courage, a Minneapolis public relations agency. Beyond Alphabet, Google has rolled out several updates this week, including enhancements to Android prior to the Android M's release. The company was going to focus on Android whether or not a new holding company was formed, he says.

"[Google] kept all the things that affect search together so I don't really think there's an impact on anything having to do with search right now, Android or otherwise," Erickson says. "Maybe things will get better and tighter and more integrated, but I don't see much change at all now."

Dave Davies, chief executive (CEO) of Canadian SEO firm Beanstalk Services, agrees that Google staples won't be impacted much by the restructuring, though he sees the appointment of Sundar Pichai as CEO resulting in innovations around areas like Local and Hangouts.

Related articles

"Personally, I think the biggest impact is helping keep segments of Alphabet isolated from each other so that if one gets hit with an anti-trust issue, it won't necessarily hit the others," Davies says. "I think the other one is helping investors by allowing for more transporting on Google search separate from their other endeavors, allowing for investment in one over the other."

The new, slimmer Google will include search, ads, apps, maps, YouTube and Android. Alphabet covers everything else, such as Boston Dynamics, Google's engineering and robotics design company; Project Jacquard, which the search giant partnered with Levi's to create "smart jeans;" and Google Express, which is still "miles away" from being a serious competitor to Amazon Prime, according to TheStreet.

Erickson points out that smaller, less profitable facets of the business probably haven't received as much attention and nurturing from Google in the past. He thinks the formation of Alphabet is positive because it'll result in more focus beyond search and ads, ultimately leading to improved data collection within the company and improved communication outside of it.

"One thing that's always frustrated me about Google is that as brilliant as they are - they're a bunch of engineers, but they're not communicators," he says. "There's not a lot of clarity in what they're trying to do. Maybe this reorganization will allow each individual unit to be more savvy about how they communicate with their end users."

"I've always said that once a company gets to 100 people, you've got to chop it in half because there's more accountability when you have a smaller organization," Erickson adds. "That's not entirely applicable to a huge organization and what Google has done, but I do think there's something to it."

Author: web_coder |
15 2015 |
Views: 1179 |
Comments (0)

On September 16th, 2015, the IMA HTML5 SDK will change how it handles custom playback. In order to provide a more seamless ad experience, custom playback on Android 4.0+ devices will be disabled.

As per a previous change, the SDK only selects custom playback when necessary. Since Android 4.0+ devices support standard rendering, it is no longer necessary to use custom playback on these devices.

What must I do to prepare for this change?

  1. Double check to make sure youre always passing in your content video element as the custom playback element. Custom playback will still be used in pre-4.0 Android environments.

  2. On mobile, be sure youre calling AdDisplayContainer.initialize() as a result of a user action. This method is not necessary in custom playback, but it must be called to play ads using standard rendering. Otherwise your ad video will not play. We recommend you always call this method on mobile, so your implementation will be ready for any future devices that support standard rendering.

  3. If your code requires a reference to the <video> element playing the ad, then this change might break your implementation. Instead, check the return value of AdsManager.isCustomPlaybackUsed(). If the value is true, the content video reference will be the same as the ad video reference.

If you have any questions about these changes, feel free to contact us via the support forum.

Author: web_coder |
15 2015 |
Views: 2640 |
Comments (0)

Ever mass-deleted a bunch of impersonal emails from your inbox? Brand fatigue is a real threat to your marketing strategy. In today's Whiteboard Friday, Rand discusses why brands become "background noise" and how you can avoid it.

Why No One Pays Attention to Your Marketing - The Painful Pitfall of Brand Fatigue Whiteboard Friday

For reference, here's a still of this week's whiteboard. Click on it to open a high resolution image in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're going to chat a little bit about why no one is paying attention to your brand, to your marketing. It's the perilous pitfall of brand fatigue.

Brand fatigue sucks

So you have all had this happen to you. I promise you have. It's happened in your email. It's happened in your social streams. It's happened through advertising in the real world, online and offline.

I'll give you an illustration. So I sign up for this newsletter. I decide, "Hey, I want to get some houseplants. My house has no greenery in it." So I sign up for Green Dude Houseplants' newsletter. What do I get? Well, I get a, "Welcome to Our Newsletter." Oh, okay.

And then maybe the next day I get, "Meet Our New Hires." Meet our new hires? I'm sure that your new hires are very important to you and your team, but I just got introduced to your brand. I'm not sure I care that much. To me, you're all new hires. You might as well be, right? I don't know you or the team yet.

"Best Summer Ever Event," okay, maybe, maybe an event. "Edible Backyard Gardens, you know, I don't have a backyard. I was signing up for a houseplant newsletter because it was in my house. "See Us at the Garden Show," I don't want to go to the garden show. I was going to buy from you. That's why I'm online.

Okay, thanks.

How to cause brand fatigue

It's not just the value of the messaging. It's the frequency that it happens at. You've seen this. I'm on an email list that I signed up for, I think it's called FounderDating. It's here in Seattle. I think it's in San Francisco. I thought it was a really cool idea when I signed up for it. Then I have just been inundated with messages from them. I think some of them are actually worthy of my participation, like I should have gone to the forum. I should have replied. I should have checked out what this particular person wanted. But I get so much email from them that I've just begun to hit Delete as soon as I get it.

We've actually had this problem at Moz too. If you're a Moz subscriber, you probably get a new email every time a new crawl is completed, and a campaign is set up, and you have new rankings data. Some of that's really important, right? Like if you're paying attention to this particular site's rankings and you want to see every time you get an update, well yeah, you need that email. But it's actually kind of tough to opt in to which ones you want and with what frequency and control it all from one place.

We have found that our email open rates, engagement rates have actually drifted way, way down over time because, probably, we've inundated you with so much email. This is a big mistake that Moz has made in our email marketing, but a lot of brands make it in tons of places. So I want to help you avoid that.

1) Too many messages on a medium

Brand fatigue happens when there are too many messages, just too many raw messages on a medium. You start to see the same brand, the same name, the same person again and again. Their logo, their colors, the association you have, it just becomes background noise. Your brain goes into this mode where it just filters it out because it can't handle the volume of stuff that's coming through. It needs a filtration mechanism. So it starts to identify and associate your brand or your logo or your name or a person's name with "filter." Filter that out. That goes in the background.

2) Value provided is too low or infrequent to deserve attention

It also happens when the value provided is too low or too infrequent to deserve attention. So this might be what I'm talking about with FounderDating. One out of every maybe five or six messages, I'm like, "Oh yeah, that was interesting. I should pay attention to that." But when it becomes too infrequent, that same filtration happens.

Too few of the high value messages means you're not going to pay attention, you're not going to engage with that brand, with that company anymore. All of us marketers will see that in the engagement rates. No matter the medium, we can look at our numbers and see that those are going down on a percentile basis, and that gets really frustrating.

3) The messaging can't be effectively tuned or controlled by the user

So this is the problem that Moz is having where we don't have that one email control center where you say how often you want exactly which messages updating you of which notifications about which campaigns, and newsletter and da, da, da. So your message frequency is either all the time high or very high and so you're, "I don't like any of those options."

Very frustrating.

How NOT to cause brand fatigue

Now, I do have some solutions and suggestions. But it's platform by platform.


Start very conservative with your email marketing and highly personal. In fact, I would actually recommend personally sending all the messages out to your first few hundred users if you possibly can, because you will get a great rapport that you develop individually with person by person. That will give you a sense for what your audiences like and what kind of messaging they prefer, and they'll know they can reply directly to you.

You'll create that highly-engaged experience through email that will mean that, as you scale, you have the experience from the past to tell you how often you can and can't email people, what they care about and don't, what they filter and don't, what they're looking for from you, etc. You can then watch your open, unsubscribe and engagement rates through your email program. No matter what program you might be using, you can almost always see these.

Then you can watch for, "Oh, we had a spike." That spike is a good thing. That means that people were highly engaged on this email. Let's figure out what resonated there. Let's go talk to folks. Let's reach out to the people who engaged with it and just say, "Hey, why did you love this? What did you love about it? What can we do to give you more value like this?"

Or you watch for dips. Then you can say, "Oh man, the last three email newsletters that we've sent out, we've seen successive declines in engagement and open rates, and we've seen a rise in unsubscribe rates. We're doing something wrong. What's going on? What's the root cause? Is it who we're acquiring? Is it new people that signed up, or is it old-timers who are getting frustrated with the new stuff we're sending out? Does this fit with our strategy? What can we fix?"

Be careful. The thing that sucks about brand fatigue is a lot of platforms, email included, have systems, algorithmic systems set up to penalize you for this. With email, if you get high unsubscribes and low engagement, that will actually kill your long-term chances for email marketing success, because Gmail and Yahoo Mail and Microsoft's various mail programs and whatever installed mail your targets might have, whatever they're using, you will no longer be able to break through those email filters.

The email filter that Gmail has says, "Hey, a lot of people click Unsubscribe and Report Spam. Let's put this in the Promotions tab." Or, "Hey, a lot of people are clicking Report Spam. You know what? Let's just block this sender entirely." Or, "Gosh, this person has in the past not engaged very much with these messages. We're going to not make them high priority anymore." Gmail has that automatic high priority system. So you're getting algorithmically turned into noise even if you might have had something that your customers really cared about.

Blog or other content platform

This is a really interesting one. I would strongly urge you to read Trevor Klein from Moz's blog post about the experiment that we and HubSpot did around how much content to produce and whether lowering content or increasing content had positive effects. There are some fascinating results from that study.

But the valuable thing to me in that is if you don't test, you'll never know. You'll never know the limits of what your audience wants, what will frustrate them, what will delight them. I recommend you don't create content unless you can have a great answer for the question, "Who will help amplify this and why?" I don't mean, like, "Oh, well I think people who really like houseplants will help amplify this." That's not a great answer.

A great answer is, "Oh, you know, I know this guy named Jerry. Jerry runs a Twitter account that's all about gardening. Jerry loves our houseplants. He's a big fan of this. He's particularly interested in flowering cacti. I know if we publish this post, Jerry will help amplify it." That's a great answer. You have 10 Jerrys, great. Hit Publish. Go for it. You don't? Why are you making it?

Watch your browse rate, your conversion rate, and conversion rate.... I don't mean necessarily all the way to whatever you're selling, your ecommerce store products or your subscription or whatever that is. Conversion rate could be conversion rate to an email newsletter or to following you on a social platform or whatever.

You can watch time on site and amplification per post to essentially get a sense for like, "Hey, as we're producing content, are we seeing the metrics that would indicate that our content marketing is being successful?" If the answer to that is no, well we need to retool it. It turns out there's actually no prize for hitting Publish.

You might think that your job as a content producer or a content marketer is to make content every day or content every week. That's not your job. Your job is to have success with the metrics that are going to predict and correlate to the strategies you need as a business to acquire customers, to grow your marketing channels, to grow your brand's impact, to help people, whatever it is that your mission is.

I highly recommend finding your audiences' sweet spot for both focus and frequency. If you do those things, you're going to do a great job with avoiding brand fatigue around your content.

Twitter, Facebook, and other social media

Last one is social. I'll talk specifically about Twitter and Facebook, because most things can be classified in there, even things like Instagram and LinkedIn and the fading, sadly, Google+ and those sorts of things.

Twitter, generally speaking, more forgiving as a platform. Facebook has more of those algorithmic elements to punish you for low engagement.

So, for example, I've had this happen on my personal Facebook page where I've published a few things that people just didn't really find interesting. This is on my Rand Fishkin Facebook page, different from the Moz one. It turns out that that meant that it was much harder for me next time, even with content that people were very engaged around, to reach them.

Facebook essentially had pushed in. They were like, "You know what? That's three or four posts in a row from Rand Fishkin that people did not like, didn't engage with. The next one we're going to set the bar much higher for him to have to climb back up before we decide, 'Hey, we'll show that to more and more people.'"

Lately I've been having more success getting a higher percentage of my audience into the impression count of people who are actually seeing my posts on Facebook by getting better engagement there. But that's a very challenging platform.

Users of both, however, are pretty sensitive, nearly equally sensitive. It's not like Facebook users are more sensitive. It's just that Facebook's platform is more sensitive because Facebook doesn't show you all the content you could possibly see.

Twitter is just a super simplistic newsfeed algorithm. It's just, who posted last. So Twitter has that real time kind of thing. So I would still say for both of these, aim to only share stuff that gets high engagement, especially as your brand.

Personal account, do whatever you want, test whatever you want. But as your brand's account, you want that high engagement over and over again because that will predict more people paying attention to you when you do post, going back and looking through your old social posts, subscribing to you, following you, all that sort of thing, considering you a leader.

You can watch both Twitter Analytics and your Facebook page's stats to see if you're having a dip or a spike, where you're having success, where you're not.

I actually love using Twitter and a little bit LinkedIn or Google+ to see what gets very high engagement and then I know, "Okay, I should re-share that on Twitter because my audience on Twitter is very temporal." Two hours from now it's going to be less than 1% overlap between who sees a Twitter post now and who sees a Twitter post 2 hours from now, and that's a great test bed for Facebook as well.

So if I see something doing extremely well on Twitter or on Google+ or on LinkedIn, I go, "Aha, that's the kind of thing I should post on Facebook. That will increase my engagement there. Now I can go post and get more engagement next time and build up my authority in Facebook's newsfeed algorithm.

So with all of this stuff, hopefully, as you're producing content, sharing content, building an email subscription, building a blog platform, you're going to have a little less brand fatigue and a little more engagement from your users.

I look forward to chatting with you all in the comments. We'll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by

Author: web_coder |
15 2015 |
Views: 4381 |
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Today were announcing two new versions of the Google Mobile Ads SDK: version 7.8 for Android, and version 7.4.1 for iOS. Those of you using Android Studio can download Google Repository (Rev. 20) to get the latest Gradle artifacts. Eclipse developers will find it listed as Google Play services (Rev. 26) in the Android SDK manager. Publishers with iOS apps can get the latest SDK for that platform by updating their CocoaPods Podfile to pull version 7.4.1 or by downloading it manually. These releases contain a number of stability and performance improvements, as well as some new features including beta support for MRAID v2.0 on iOS and Android!

MRAID v2.0 Beta

MRAID v2.0 offers a number of new methods that advertisers can use to improve their creatives. Ads using the new standard can store photos, resize themselves on the fly, query screen dimensions, and make calendar events using calls like this:

description: A big sale at our store!,
location: 123 Savings Street,
start: 2015-9-01T09:00-05:00,
end: 2012-12-22T10:00-05:00

The new standard creates some great opportunities for increased engagement, so for more info about MRAID, see our iOS MRAID guide, our Android MRAID guide, or the IABs specifications document.

Checking ad loading status on Android

In the new Android release, weve added an isLoading method to the AdLoader, AdView, and InterstitialAd classes so publishers can check whether an ad request is in progress. If youre using an AdLoader to fetch a native ad, for example, you can use a call like this to see if the request has completed:

if (!myAdLoader.isLoading()) {
/* The AdLoader isnt busy making a request. */
myAdLoader.loadAd(new AdRequest.Builder().build());;

iOS global settings

This SDK release introduces the GADMobileAds class, which provides global settings for controlling certain information collected by the SDK. In-app purchase reporting and crash reporting are enabled by default. However, if youd like, you can disable these settings in most instances by using the disableAutomatedInAppPurchaseReporting and disableSDKCrashReporting methods. See the global settings guide for more information.

For a full list of Mobile Ads SDK changes, check out our release notes. For technical questions, post them on our forum.

Author: web_coder |
15 2015 |
Views: 1055 |
Comments (0)

[embedded content]

Global Marketing News 14th August 2015

Google competitor launches own news portal

The French search engine Qwant, has launched a News portal.

On the News homepage, users can see a grid of the hottest news topics. Clicking on a topic will take users to a page containing a list of news and blog articles written about that topic.

Alternatively, users can type a query into a search bar, with results coming up in a list, displaying a title, thumbnail image, time of publication and short description.

This is not the only new feature Qwant has launched in recent months. Earlier this year, Qwant launched a child-friendly version designed for children aged between 3 and 12 years old.

Qwant is a French search engine that was launched in 2013. Unlike most search engines, it doesnt track users online activities. It handled 1.6 billion searches last year less than half the number that Google deals with in one day.

Indian ecommerce companies to judge credit score on past purchases

The Indian ecommerce websites Paytm and Snapdeal have announced that they have developed a system to judge a persons credit score based on their past online transactions.

The system will be especially for useful for assessing the credit score of young Indians who may not yet have a traditional credit score from their bank due to their age.

Paytm and Snapdeal will be able to assess a persons credit score within 15 seconds, meaning they will know almost immediately whether or not they are eligible for a loan.

A spokesperson from Paytm explained on the new feature, saying: In the instance when a customer does not have a previous credit history, we will evaluate their mobile phone bill payment for credit worthiness.

Russian B2C ecommerce market set to grow

Research by yStats has predicted that the Russian B2C ecommerce market will grow, despite the general economic situation worsening in the country.

B2C ecommerce sales in Russia are set to increase at twice the rate seen in most other countries.

Non-central regions of Russia are expected to lead this trend. The remote Russian region of Siberia saw its B2C sales double in the space of last year alone.

Cross-border ecommerce is also expected to see strong growth. Cross-border ecommerce currently accounts for a third of all B2C ecommerce in the country, is worth 5 billion US dollars and grew at a rate of 70% last year.

Several big companies have recently noticed the huge potential in the Russian cross-border ecommerce market.

In June, the Chinese ecommerce giant JD announced that it would be entering the Russian market.

Its rival Alibaba also recently launched a Russian website, which has been a huge success. Alibaba Russia has around 20 million monthly users, making it one of the top 10 most popular websites in Russia.

The Russian ecommerce site Ozon also announced that it will start allowing European and Chinese merchants to sell on its site later this year.

Most popular apps in South Korea revealed

Games apps are the most popular type of app in South Korea, according to research by Nielsen KoreanClick.

South Koreans spend 22% of their time on apps using gaming apps, followed by multimedia apps which take up 20% of peoples app time, and communications apps which account for 18% of app usage.

The local app Kakao Talk was the most popular communications app, followed by Facebook and Daum.

Alibaba buys stake in Suning

And finally, Alibaba has spent 28 billion Yuan, equivalent to 4.6 billion US dollars, on a 20% stake in the electronics company Suning. It is the Chinese tech giants biggest deal to date.

The two companies will work together to streamline online ordering and deliveries, with the aim of delivering Suning electronics products to customers within 2 hours of ordering.

The move comes as a direct challenge to Alibabas rival JD, which has traditionally dominated in the Chinese electronics ecommerce market.

Webcertains global marketing news bulletins are daily 5-minute videos, providing marketers with the latest international digital marketing news in an easy-to-digest format.


Gemma Birch

Gemma Birch

Marketing and Events Manager at Webcertain

Gemma has been working in international search for 6 years and leads Webcertain's marketing team. As well as managing Webcertains global online and offline marketing activities, she also organises and programs WebCertain's International Search Summit, a search marketing conference focusing on international and multilingual online marketing and contributes regularly to the Webcertain blog. She has also spoken at conferences such as SES and SasCon and writes regularly for State of Digital. Gemma holds a Professional Diploma in Marketing from the Chartered Institute of Marketing and a BA Joint Honors Degree in French and German.

Gemma Birch

Latest posts by Gemma Birch (see all)

  • Google Competitor Launches Own News Portal - August 14, 2015

  • Netflix Embarks On Aggressive Global Expansion - August 11, 2015

  • Global CEOs Cite International Expansion As Key Growth Driver - August 6, 2015

Author: web_coder |
15 2015 |
Views: 925 |
Comments (0)

Not that long ago, I shared with you 10 Marketing Campaigns From Big Brands That Won Over Reddit. We decided to follow that up with an additional 10 brands who have found success on Reddit for a number of reasons.

In short, Reddit is a popular website with an active and loyal following.

10 Examples of Brands Succeeding on Reddit | SEJ

However, brands remain hesitant when it comes to using Reddit as part of their marketing campaign, often because they either dont understand the power of Reddit online or because they believe leads Reddit will not convert. To squash those fears, check out what the following 10 brands have achieved on Reddit.

1. The Economist

The Economist is a weekly publication that has been operating since 1843 and has a circulation of around 1.5 million readers. Despite calling itself a newspaper, The Economist has done an excellent job of embracing social media and offering digital versions of its publications to keep up with the times.

The publication has also taken the steps to break into the Reddit community. For example, several years ago Tom Standage, the digital editor for The Economist, wanted Redditors to ask him anything like the companys digital approach and if there were any upcoming trends in media that they should know about. Members asked their questions and Tom responded instantly. It was a simple and effective way in welcoming the Reddit community by giving them a behind the scenes look at how The Economist works.

More recently, Jacquie from The Economist asked Reddit what products they would want to see The Economist make. While there were some serious questions, Jacquie did a great job of engaging the members who werent taking the question as serious. Shes clearly someone who gets the community and wasnt scared to interact with members.

2. Amazon

Since Amazon is a relatively new e-commerce company, it was founded in 1994, it just makes sense that the company would stay on top of the latest techniques for online marketing campaigns.

Previously, I discussed how Nissan teamed up with Amazon when the Versa Note was sold on Amazon. The campaign began when Nissan asked Redditors what they would want from Amazon which Nissan then bought and sent to the users. The icing in the cake, however, came when an extremely large Amazon box arrived in a town in Wisconsin. Finally, a redditor solved the mystery by figuring out the Amazon had just shipped a car.

When Amazon isnt shipping cars to customers, it also uses Reddit to share deals and pre-order windows. For example, AmazonJosh teased that there was going to be a major announcement on July 13, 2015. The teaser was an image of a rooster with the caption No, Esteban! Not until Monday! If youre lost, no worries. In the thread, it was explained as follows:

Esteban was an Amazon employee who gave this sub some info about when certain Amiibo would go live on the site. A cult following resulted in Amazon posting a picture of a rooster on Twitter. Allegedly, the rooster is Esteban.

So this picture, from AmazonJosh, likely implies that something big and Amiibo-related will occur on Monday, and the tie around his beak is to keep Estebans mouth shut so as not to spoil the surprise.

Not only does Amazon use Reddit to promote upcoming products, it pays attention to subthreads that matter most to users.

3. HTC

Social media networks are a great place for brands to handle customer service issues. But, this actually backfired for Samsung in 2014 when a competitor came in and saved the day for one Reddit user.

A Reddit user by the name of TweektheGeek started a thread asking redditors for advice on how to handle replacing his Samsung S4. The phone was burnedand melted the battery. The user contacted Samsung who promised a replacement phone and a box to return the damaged phone. After a month, the new phone was not sent and TweektheGeek was ignored by Samsung on Reddit, Facebook, and Twitter. Enter a product manager from HTC.

The rep from HTC, who goes by the name of jetleigh, offered to send TweektheGeek a brand new HTC One (M8). The catch? If TweektheGeek did receive the new phone from Samsung, they would have to auction off the Samsungphone and donate the money to charity. The Reddit community loved the customer appreciation that HTC was displaying and promised to make the switch to HTC. As on user noted, This is better phone advertising than all of the commercials and internet ads Ive ever seen all put together. As soon as my contract is up, Im switching to HTC.

4. Red Bull

Red Bull is a brand that knows its audience and has done a consistent job of creating content or sponsoring events that its audience would find appealing. Because the energy drink is popular on reddit, Red Bull takes advantage of the popular subreddits that are most relevant to its brand.

For example, Red Bull reminds the gaming community about the upcoming Starcraft II gaming event that is taking place at the Red Bull Training Grounds in Orlando through redditads. Whats the ad? Just a simple reminder of the date and time of the event with a link to the official page. As Reddit user NoseKnowsAll stated, Now this is an advertisement I can support. Thanks for the reminder red bull!

5. Xbox 360

Is Samsung dropped the ball with its customer service, then Microsofts Xbox 360 has proven to other brands that Reddit is an excellent platform for handling any questions or concerns regarding their product in an effective way.

What makes Xbox stand out, however, is that it actually funnels the customers into the right subreddit so that the issue can beresolved in a timely and efficient manner. This gives Redittors a chance to identify their specific problem, create helpful links, share useful directions, and provide a platform from the community to share their experiences with the Xbox 360. Xbox 360 even wants to know what customers will move onto when support ends for the 360 next year.

Top-notch customer service keeps your customers happy and shows them that you actually care about how they feel. When you accomplish this like Xbox has, youre able to maintain your current customers.

6. Fathead

Founded in 2006, Fathead is a company that manufactures life-sized, precision-cut vinyl wall graphics. So, you can imagine what occurred when a fan ordered a Fathead of New England Patriots quarterback Tom Brady for their office and was sent a Tim Tebow Fathead in a rival Jets uniform no less instead? The user went to Reddit to voice their frustration.

After posting the mishap on experience to /r/NFL, this became the #1 post, and also something of an overnight internet phenomenon. Fathead sent in its PR crisis team and handled the situation perfectly.

Fathead sent the user their complete collection of Tom Brady Fatheads, they placedan ad in the NFL subreddit to address the mixup, and created their own user account. Fathead was completely transparent by admitting that they made a mistake and even had some fun at their own expense.

7. Newcastle Brown Ale

What happens when you are a brand that wants to advertise in one of the largest sporting events of the year but dont have the budget or connections to do so? You could get creative like Newcastle Brown Ale did and ask users to create an ad for you.

As part of a satirical ad campaign, the If We Made It video series with Droga5 asked the Reddit community If we made a Mega Huge Game Day Ad targeted just at reddit, what should be in it? Tell us and well make it.

The results? The campaign had more than 850 comments and over 900,000 views in just one day! It was also named as Reddits Best Branded Content for 2014.

8. Ford

To celebrate Pi Day, the Ford Motor Company launched the FordPiDayChallenge back on March 14, 2012. Ford engineers posted 42 different mathematical questions throughout the day. Each user was given 3 minutes and 14 seconds to solve each question. The first person who answered the 42 questions correctly received a one-year membership for Reddit Gold.

This was a creative way to create something unique and get the Ford engineers in on the marketing fun. More importantly, was that Ford wisely named this campaign the FordPiDayChallenge, which helped spread brand recognition when word-of-mouth spread. The campaign was even picked on mainstream media outlets like CBS, which helped it gain additional exposure.

9. Nordstrom

In 2014, Nordstrom became one of the first luxury brands to create its own username and community on Reddit. The username, Nordstrom1901 was named after the year that the store was founded, and is being used to interact and converse with consumers in real-time. For example, Nordstrom hosts several AMAs that give customers a behind-the-scenes look at the inner workings of the brand.

One recent AMA was by Jorge Valls, the Mens fashion designer for the brand. He let the Reddit community ask him questions like how far in advance the fashion designers decide on fashion trends and the expansion into new markets. According to Nordstrom spokesman Dan Evans, We continue to learn more about Reddit and what our customers want to hear from us, but so far the response has been favorable.

10. SpaceX

The Space Exploration Technologies Corporation was founded by PayPal and Tesla founder Elon Musk in 2002. When SpaceX was ready to launch the Falcon 9 rocket on January 6, 2015, Musk participated in a AMA that discussed everything from SpaceXs technology, AI, Mars expeditions, and even the daily habit that Musk believes has had the largest impact in his life its showering if you wanted to know.

Much like Bill Gates AMA, Musk used Reddit to show that theres an actual human behind their brand, as well share insights into how the SpaceX rockets work and what to expect in the future. SpaceX has also invited its software engineers to partake in a Reddit AMA.

It was a great way to connect with the members of the Reddit community who were interested in coding and the manufacturing process of SpaceXs rockets.


While Reddit can be an extremely difficult place to advertise and market your brand, there are brands who are achieving a high-level of success on the Reddit community by using it for customer service and giving users the content or information that interests them the most.

Are there any other brands you know of who are succeeding on Reddit?

Image Credits

Featured Image: GongTo/Shutterstock.comIn-post Photo: Gil C/

Author: web_coder |
15 2015 |
Views: 938 |
Comments (0)

For those of you just getting started in paid search, you might be amazed at the level of granularity offered in AdWords, astounded that every keyword can have a unique bid of its own. However, if youve been in the search game for a while now, youre probably aware that during the past few updates to AdWords, bidding has been taken to a whole new level: not just algorithmically, which will be discussed at a later date, but manually, as well. Now, singular keyword bidding - and adgroup default bidding, which should have been abolished ages ago - is coming to an end.

In the new era of bidding, dubbed Bid Stacking, youre now able to overlay bid percentage increases or decreases on top of your keyword bids based on certain attributes of the searcher, such as age range, gender, device, location and household income. In some cases, you can actually exclude searchers based on the variables above, as well.

The trick about bid stacking is that Google is still in beta with some of these features, and has been testing putting their data in different areas of the AdWords interface. Therefore, once youve set or adjusted a keyword bid, it becomes tricky to track down all other places where you might have adjusted your bid based on certain attributes. Some may argue that this makes bidding more difficult and less clear to the advertiser, who should be able to have full transparency when spending.

Lets walk through some of the latest bid stacking features available since Enhanced Campaigns debuted. Well go through how to find where you make the bid adjustments, and how to find the data to support the bid adjustments.

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Age/Gender Bidding

If you are opted into this beta, in the AdWords interface under the Campaigns tab, youll now notice that you also have a tab for Audiences; if not, contact your AdWords representative to inquire about joining the beta. Once you navigate here, youll see options for Age and Gender.


You can select either of these to view all the ages and genders eligible for each adgroup. If youve never seen this before, all ages and genders will be eligible for all adgroups. If you notice that no bid adjustment is applied (the bid adjustment reads --), you wont have any data for these ages or genders, either. In order to start collecting data, select all ages or genders, ensure you are selecting across all pages if you have a lot of adgroups, click Edit, and Change Bid Adjustment to 0%. Once this is set to 0%, data will start being collected for each of these adgroups at each of these levels.

Once you have a good 30 days worth of data, or enough to achieve significance, you can go through the data at either the campaign or adgroup level, and make bid adjustments as needed to improve performance. Once youve reviewed your data, you may have the need to exclude a certain age group or gender. This can easily be done by selecting Edit, then Exclude, for either Campaign or Adgroup level.

This can be used for more granular messaging, as well. It is possible that youll want to have one campaign excluding women if you only want to talk to the men and vice versa. This is particularly helpful if you are a brand trying to attract different audiences, but realize that youll need different messaging to do so.

Device Bidding

Though they're now a standard, rather than a beta, I believe that device bidding adjustments are being greatly ignored by the general population of advertisers. It's extremely important to review your data by device, as searchers can behave quite differently, depending on how they are accessing your content. To make bid adjustments at the campaign level by device, navigate into a selected campaign and click on the Settings tab, then on Devices.


Regardless of whether you have bid adjustments set for specific devices, you should be able to see all data by device at the campaign level. From here, you can make bid adjustments, just like you would for age and gender targeting. If you want to remove mobile completely from the mix, you cant exclude it per say, but you can set the bid adjustment to -100%, causing your ads not show on mobile.

Location Bidding

With the debut of Enhanced Campaigns, youre also now able to increase or decrease bids for specific locations. You can see Locations in the above screenshot, which can also be found under Settings in a specific campaign. This is where you would make adjustments. However, in this view, you wont be able to tell how locations are performing unless youve already set specific location adjustments. For example, if your campaigns are only targeting the U.S., you will only see data for the U.S., unless youve already set up specific state or city bid adjustments. So, wheres your data to make the call?

To find the data for your locations prior to making adjustments, youll want to navigate to the Dimensions tab, select the Geographic view, and then adjust your Columns to contain the correct Level of Detail. From here you can select what you want to see (Region, City, Metro) and if you want it at the adgroup level or campaign level.


Youll end up with quite a bit of data, but if you filter the data, either in-engine or through export, you can compare higher or lower performers against your baseline metrics and take note of which areas need bid adjustments. To add them, navigate back to the Campaign Settings (where we looked at Device bidding) and select Locations. From here, you would click +Location to add a specific location. Once added, you can then increase or decrease the bid adjustment for people in this particular location.

Household Income Bidding

Though this is still in beta, its probably the most confusing beta yet. Contact your AdWords rep if youd like to get involved and be sure to ask for a tutorial on how to use it, as Household Income Bidding hasnt quite found its home yet. Currently, this resides under Campaign Settings in the Locations tab we were just playing with.


Once opted into this beta, and the Household Income selections are added through the Locations tab, you will not need to make any adjustments in order for the data to start tracking. There is no need to set this to 0%, like we did with Age and Gender targeting in order for the data to start populating.

Remember, in order to make sound bid adjustments, youll want a significant amount of data: at least 30 days or more.

Final Note on Bidding

One final note on all these adjustments is to proceed with caution. Many of these are still in beta because Google is working on refining these audiences. Much of the data is pulled from Google+ pages or users who have set up a Google profile, so it is not always accurate. You must also remember that this means a large portion of the data will fall into Unknown categories, which should not be excluded.

Before making any drastic bid changes, ensure that you are basing your changes on significance, or as close as you can get. Be sure to check back on your adjustments to make sure they are doing the job right. Though youll have to do a little hunting around in the interface, mastering these bid stacks now will set us all up for successful bidding in the future.

Author: web_coder |
15 2015 |
Views: 921 |
Comments (0)

For a lot of business owners, SEO is an afterthought - when it's even a thought at all. Because many people don't understand the value of SEO, they opt to go with a marketing plan using platforms that are more familiar, which generally means TV, radio and print. While these outlets shouldn't be discredited for the results they're still able to achieve, it's time for business owners to step up their marketing efforts and begin integrating all the options that are available to them if they really want to get the most for their money and see their goals accomplished.

Don't Let Your Advertising Money and Efforts Go to Waste

So why is it important to include SEO in your marketing campaign? Think about this: you put together the perfect commercial, a compelling radio broadcast and/or an eye-catching print ad, all of which have a positive impact on consumers and make them want to find out more about your products or services. However, when they actually get around to searching the Internet for that product or service - we all know pretty much everything hinges on a Google search these days - they can't recall your company name specifically, so they decide to contact the first business they see offering the same thing. Without SEO, your website isn't likely to be found on the first page of search results, which means your commercial, broadcast or print ad just drove your would-be customer straight into the waiting arms of your high-ranking competitor.

This should not only answer the question of importance, but also show why, instead of being an afterthought, SEO should be at the forefront of your mind as a business owner and utilized as the starting point for a marketing program rather than a last resort.

The Power of Integrated Marketing

The idea isn't to ditch traditional methods of advertising altogether, but to combine them with digital methods. Integrated marketing - which incorporates TV, radio, print, online banner ads, social media, link building and optimized web design - allows you to connect with a large group of targeted consumers that you wouldn't be able to reach using just one or two of these approaches. Having your business name work its way through all these different channels is powerful in gaining you brand recognition and also gives you the opportunity to provide additional information about your products or services, and relate with consumers on a more personal level.

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SEO Promotes a Call to Action

A commercial or print ad can encourage consumers to pick up the phone and call or stop by, but chances are, they won't be ready to take action right at the moment your ad pops up in front of them. On the other hand, SEO promotes immediate action through one-click CTAs. For consumers who are searching for what they want on a mobile device and are ready to take the next step toward a purchase or scheduling an appointment, this means they can easily hit a button to call or get directions. With this unavailability in traditional ads, you're just hoping for a consumer to follow through with their interest at a later time.

The Many Strategies of SEO

SEO is probably best known for its role in link building by publishing unique content, but there are several other ways it can support a marketing program as well. Various SEO techniques can be used throughout the development of websites to ensure visibility in all the search engines, and off-page SEO strategies often include social media and online banner/remarketing advertisements. These both focus on bringing your business an increased awareness of your brand.

The bottom line is that higher search rankings generate more website traffic, which naturally leads to greater conversion rates. The closer you are to landing in the No. 1 spot on each of the major search engines, the better your chances at beating out your competitors, and the most effective way to gain success in this is through an SEO campaign. So before you sign up to do more TV, radio and print advertising, make sure your listings are where they need to be because being on the second page of Google simply won't cut it.

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