Marketing Strategy, Social Engagement, and Search Optimization Insights

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Rebuild Your Site Without Demolishing Your Search Ranking

Posted by Nick Heer on Jul 21, 2016 7:30:00 AM

Like a lot of marketers, you keep an eye on your analytics and user flows. And, you’ve probably spotted some inefficiencies in your site. So you might be itching to start a redesign project or you might even be in the middle of an overhaul. Let's do it right.

We’ve all been there: we launch a redesigned website, then suffer through weeks (if not months) of tanked rankings while the search engines try to figure everything out. Page URLs get changed and forwarded while content gets shuffled around and rewritten. The result seems to be a lull in every expected metric. But it doesn’t have to be that way.

For example, we launched a new site for KAYAK on Christmas Eve, 2015 and forced all connections to it through HTTPS. We axed two dozen pages, reduced our on-page copy, and simplified almost every aspect of the site. Yet we didn’t notice a slip or a blip in any of our metrics. Were we just lucky? Nope. We were prepared.

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Know what you need before you start searching

Posted by Randy Milanovic on Jun 23, 2016 7:30:00 AM

It can quickly become a problem for businesses when they have to deal with a mountain of low-quality leads. So, how can you make sure you’re not the guy or gal who jumps straight to contact before qualifying the company at the top of your search results?

Easy... Don’t expect Google to do all the work. Like any tool, it’s only as good as the person using it.

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Does Social Posting Still Have a Pulse?

Posted by Randy Milanovic on Jun 9, 2016 7:30:00 AM

One of the ways I work to extend the reach of my content is to take popular pieces and share them with my network via LinkedIn Pulse. Many of those self-syndicated pieces have been so well-received, they’ve generated big views and many new leads.

However, it looks like this particular approach might be losing some of its effectiveness (at least for the moment). To show you why, and what it might mean for your own content-based lead generation efforts, I'd like to share a couple observations…

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Loving Local Directories Again

Posted by Randy Milanovic on Jun 1, 2016 7:30:00 AM

Given the SEO fallout around web directories of the past, there is a lot of confusion (and perhaps fear) around the use and effectiveness of local business directories, and rightfully so. They were known – once upon a time – as “link directories,” and auto-submitting your URL to hundreds of them for about the price of a bowl of poutine was pretty common.

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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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