Marketing Strategy, Social Engagement, and Search Optimization Insights

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What's the Difference Between Buyer Personas and Demographics?

Posted by Randy Milanovic on Dec 1, 2016 7:15:00 AM

As our clients and blog readers will know, Kayak's team members are big proponents of applying buyer personas to marketing goals in order to understand the various audiences on the receiving end of lead generation efforts.

For us, it’s a matter of common sense: if you don’t know the individuals who will purchase your products or services – and the people in their lives who serve as influencers – how can you hope to create content and offers that motivate them to act?

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Not Getting Any Leads? This Will Help

Posted by Randy Milanovic on Nov 21, 2016 7:07:00 AM

Content may be king, but publishing content without structuring it is simply wasted effort. By strategically incorporating links, marketers can encourage click-throughs, improve page quality scores and keep visitors engaged.

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It would be funnier if it didn’t hurt so much

Posted by Randy Milanovic on Nov 14, 2016 7:21:00 AM

We see blunders all the time in marketing, especially when people try to take shortcuts or listen to bad advice that ends up working against them. No matter what kind of decision you make, though, you can rest easy knowing that someone else has probably done worse.

Today we want to help everyone feel a little bit better about the guffaws they’ve committed, and to show just how surprisingly easy it is to do something that will make you want to smack your own forehead at times.

Here are three blunders that will leave you sighing in relief that you didn’t make them…

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The Website ReDesign Crash Diet Phenomenon

Posted by Randy Milanovic on Nov 10, 2016 7:46:49 AM

Several times a week, I field calls from potential clients that are looking for a new website, a new content management system, or help with a new tool they've purchased that will help them to finally succeed online.

Most often, a new site or tool isn't always the best solution though. To be sure, some are held back by poor websites (especially if they aren't responsive), or by the poor advice they'd received previously.

But in the end, the majority struggle to grow traffic, excel in social, or attract new leads simply because they haven’t made the most of what they already had at their disposal; knowledge of their audience and familiarity with strategies required to access them.

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Don't Put the Wrong Stamp on Your Website Passport

Posted by Randy Milanovic on Nov 2, 2016 7:13:00 AM

There is an expression activists use. It’s one I happen to love: Think Global, Buy Local.

It’s a reminder that we should always be aware of the world around us, while doing our best to support each other close to home. It’s good karma; and as it turns out, not a bad marketing philosophy.

To help you understand why, let me run you through an experience I had just last week…

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How One Web Developer's Mistake Cost Me A Small Fortune… and Saved My Business

Posted by Randy Milanovic on Oct 22, 2016 8:05:00 AM

It was 2010, and I was in the midst of recovering from a horrific battle with stage IV cancer. Getting back to work was a challenge, and I was grateful to the staff and clients who stayed with our (then) design firm throughout my battle with the “Big C” than they’ll ever know. Late in the year, however, we ran into a challenge with one of our most important developers.

For whatever reason, he didn’t seem to have the same sense of urgency we had, or that our clients expected. After repeated requests for him to deliver his work, followed by unmet extended deadlines and a number of uncomfortable phone calls, we were fired by two of our biggest clients.

If you haven't been in that kind of deep water, be glad. It's not a fun place to be.

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Is Google Pardoning Link Spammers?

Posted by Randy Milanovic on Oct 13, 2016 7:36:00 AM

Google has incorporated Penguin into their Core Algorithm. That's big news. Prior to last week, sites that had deployed black hat SEO strategies such as link farms and similarly shady tactics were penalized. Not any more.

Now, the ‘punishment’ going forward seems to be that of wasted time and money deploying ineffective strategies. Is that enough of a deterrent to SEOs selling spam link services or people engaging in such activity?

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Ann Smarty on How to Do Keyword Research

Posted by Ann Smarty on Oct 11, 2016 7:35:00 AM

Conducting keyword research is a bit rough these days. There are just so many people online, so many businesses, so many new startups and websites competing for Google search positions. Keywords are quickly monopolized, mercenary tactics and big budgets from multi-national corporations eating up all the good ones.

That leaves smaller guys, or those just starting out, struggling to carve out a little niche for themselves. It also makes it difficult to know exactly how to corner a keyword, and which ones to target. What is worth putting the time and effort into, and what happens if you fail?

Thankfully, in many ways the process is the same. But there are some tools and tips that can help you keep up with changes.


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Are PPC Firms Playing Your Good Name Against You?

Posted by Randy Milanovic on Oct 3, 2016 7:31:00 AM

As regular visitors to the this blog will know, I hate it when online partners stretch the truth or hide the obvious to squeeze a few extra dollars out of their clients.

This issue seems to be more common with Pay-Per-Click (PPC) providers than it is within other parts of the industry. It could be that a commission payment model just encourages some vendors to dribble their way around ethical guidelines in any type of business, which would explain some of the scandals we see in finance and other fields.

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Google Penalty for Pop-Ups Coming in 2017

Posted by Randy Milanovic on Sep 21, 2016 7:30:00 AM

Google has announced that they'll be penalizing sites that use an interruptive pop-up, especially those that cover a significant amount of content.

Can I get a Yay? Yay!

Known in the web marketing and SEO worlds as interstitials – collectors of email addresses and more – pop-up messages are often frowned upon by visitors, creating a barrier to content as people enter a website.

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