Content, Search and Social optimization for marketers.

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Are You Sure You Want a Top Spot on Google?

Posted by Randy Milanovic on May 24, 2016 7:30:00 AM

How to maintain your focus when being swarmed by the masses.

Nearly everyone we meet is interested in having a number one ranking on Google for their business. But what percentage of those people are really thinking about what that would mean for their business day-to-day?

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Big Fish or Big Pond? Search Localization Changes Everything

Posted by Randy Milanovic on May 18, 2016 7:04:55 AM

If you’ve been reading the Kayak blog with any regularity, you probably already know that Google has been making an effort to match buyers with businesses in their own geographic area. This is partly out of consumer preference – who doesn’t like buying local? – and partly as a result of mobile integration, which leads searchers to look for products and services while they are “on the go.”

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Guard Your WordPress Site in 4 Steps

Posted by Nick Heer on May 5, 2016 2:39:55 PM

WordPress is an amazing platform. Since its launch twelve years ago, it has grown to power over 25% of the ten million most popular websites — an impressive achievement by any measure. (The next most popular content management system is Joomla, with just 2.8% market share.)

The popularity of WordPress means that there’s a vast pool of first- and third-party resources to draw upon for everything from themes, to plugins, support, and more. It is for those reasons — and many more — that we recommend WordPress as a cost-effective web platform solution for our clients.

Another reason we use WordPress is for its security, which has become even more solid with each update. But with great popularity comes great challenges in ensuring that only the right people have access. We’ve compiled this list of our favourite techiques for securing a WordPress site, ordered from easiest-to-do to more challenging.

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So You Want To Build An App Do You?

Posted by Randy Milanovic on Apr 27, 2016 10:45:11 AM

Then you'll want to be aware of two critical decisions you'll need to make.

By virtue of our work with content marketing and lead generation, we often find ourselves working with software companies. Typically, they are interested in having us create sales funnels that help them attract prospects, educate them about the benefits of a given software solution, and then convert them into users.

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Aren't Social Ads Really Anti-Social?

Posted by Randy Milanovic on Apr 21, 2016 7:00:00 AM

Given that the Kayak marketing team puts so much faith in the power of social, people are sometimes surprised to find out we think of adverts in social media to be the online equivalent of a playing a country music song at a dance club.

While we encourage marketers to do everything they can to build a following so they can interact with prospects and influencers, we coach them to skip the sponsored posts and pay-per-click options in favour of growing an organic, loyal following whenever possible.

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What do Local Buyers Want From Your Website?

Posted by Randy Milanovic on Apr 12, 2016 7:03:59 AM

Not long ago, I posted a piece of unconventional advice: that you shouldn’t necessarily assume every small or local business needs search engine optimization. Despite what a lot of “experts” will tell you, there are some times when it just doesn’t make sense to devote your attention, energy, and resources to achieving a higher Google ranking.

But, that’s not the same as saying small and local businesses don’t need websites at all. In fact, even the tiniest company should probably have some kind of professional web presence.

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3 Steps to a Stronger Personal Brand

Posted by Randy Milanovic on Apr 5, 2016 7:00:00 AM

Recently, I earned my 12,800th social media follower.

If you are one of the internet famous set, you might not be impressed those numbers. Although they are significant for me, it’s true that lots of influencers have much bigger networks than I do (and non-influencers have considerably fewer). But, if the size of my following doesn’t blow you away, the kind of engagement I get might.

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Should You Look For Inspiration on Competitor Websites?

Posted by Randy Milanovic on Mar 29, 2016 7:00:00 AM

Where do you find inspiration for your next website design? If you’re like many business owners and marketers we meet with, it might come from studying the competition.

We regularly meet with people who essentially ask us to re-create other websites they’ve seen, or at least reference their competitors when we want to find out about their design preferences. In a sense, this is completely normal and logical. You probably keep a closer eye on your competitors than anyone else, and since they are in the same industry, their approach could potentially work just as well for your site.

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Does Your Business Actually Need SEO?

Posted by Randy Milanovic on Mar 22, 2016 7:00:00 AM

In the world of online marketing gospel, it’s sometimes seems like “do everything you can to improve your search position on Google” is the first commandment. Certainly, search engine optimization is important to most inbound lead generation campaigns. But, should we always take it as a given that SEO needs to be a top priority?

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Your Blog Isn’t a Billboard

Posted by Randy Milanovic on Mar 8, 2016 7:00:00 AM

Isn’t any advertising and exposure a good thing for your company? Why shouldn't you use your blog to tell the world about hot sales and special discounts?

I can sum that up succinctly in one phrase: your blog isn’t a billboard. It’s a better place to start conversations than promote products and services for most businesses. As a broadcast tool, you lose the opportunity to use your most important tool (for attracting new visitors, engagement, and search engine optimization). Instead, converting it into an advertising medium. And that's when bad things start to happen.

Don’t believe me? Here are just a few of the consequences…

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