Marketing Strategy, Social Engagement, and Search Optimization Insights

Subscribe now.

Subscribe Now

Losing Your Social Sharing Counts Could Cost You

Posted by Nick Heer on Jul 28, 2016 7:30:00 AM

It is common to overlook the social sharing counts on your pages when you’re moving from one domain to another or migrating to HTTPS, particularly on blog posts. Those little numbers beside the icons may seem trivial, but social proof remains a key indicator of reputability and quality.

Unfortunately, these buttons are hopelessly attached to the current page address in a near-literal way — they do not follow redirected URLs. And that means that after a migration the buttons will likely show no shares at all.

So how do you prevent this from happening? It’s easy-ish. You just have to tell the buttons where the original page was located so that the original share counts are brought forward.

You could do this manually, but many platforms — HubSpot and various WordPress themes and plugins included — automatically insert social buttons on posts and pages, leaving no opportunity to manually edit where they point to. And, anyway, it’s totally better if you automate this sort of stuff.

Read More

Your HTTPS Upgrade Could Put Your Search Rank in Danger

Posted by Nick Heer on Jul 26, 2016 7:30:00 AM

This is the second article in our three-part series about how to do a site-wide update without demolishing your search ranking. We’ve previously discussed how to excel when launching a comprehensive redesign; in this post, we’d like to tell you how to successfully migrate your site to HTTPS.

HTTPS is a secure version of the standard HTTP protocol. It was initially made popular to protect sensitive information during online banking, shopping, and logging into websites. Over the past several years, it has spread to websites of all kinds. And why not? There are lots of reasons to enable HTTPS on your website: it’s a known ranking factor, it improves visitor security, and it’s relatively easy to do. But there are always potential risks to search rankings any time you make a major change to a website, and HTTPS is no exception. We want to help you do this right.

Read More

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.

Read More

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.

Read More

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…

Read More

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.

Read More

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?

Read More

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.”

Read More

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.

Read More

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.

Read More