Using TF*IDF for keyword research, to assess your Term Weight and improve your SEO
Keyword Density is a term frowned upon, and right it should be! It was used in such a way that the content wouldn’t look natural, as you keep reading the same word over and over again. At the time however, the Google algorithms weren’t as complex as they are today, so you could get away with it and not be penalised as badly. Meaning it once was the most main ranking factor for websites. However, these times have changed considerably as now KD is recognised as a minor factor in the rankings because the overuse of a keyword is better known as keyword stuffing which would you will be penalised for!
OnPage.org has invented a new tool for keyword research and to help towards a new method for relevant content creation based around TF*IDF. If you don't know TF*IDF, Google has been…
Addressable media is the future of advertising
North America leads the world in many things; obesity rates, moon landings, car ownership. But what about targeted ad spend? A new study of 350 senior marketings in North America shows how people based marketing is growing and the results speak to its effectiveness.
What is people-based advertising?
People-based advertising, also known as addressable media, is a bit of a buzzwordy term that essential means showing adverts to the exact people you want to see them, rather than just audience segments determined by demographics.
Technology has now advanced to the point where ads can be delivered on an individual basis. Advertisers can now buy audiences instead of programs. There is no need to forecast who will be watching. There is no need to experience the wasted reach associated with spot buying. The system determines audience composition in real time and then chooses the most appropriate ads. Each individual advertiser…
New trends in the Mobile Internet space are changing the game quickly
Mobile devices and their use in our daily lives are changing the game for developers and marketers alike, and it is happening a lot quicker than we think. The mobile space has been gaining serious interest as it has grown in popularity over the years. We are already seeing Internet giants like Facebook, Google, and Apple investing heavily in the mobile market. They are competing to be the new leaders in the online mobile niche. There is plenty of opportunity for everyone here. As more and more people are becoming more accustomed to using their mobile device to access the Internet throughout their daily lives, it is opening up new doors for companies to spread into and develop new technologies that can be used by them. It is clear that the mobile space is on the verge of exploding…
Comparison of time spent with media against advertising investment shows a gap in the mobile market.
For many years IAB ad spend statistics showed that there was a gulf between the time consumers spend online, against Internet advertising investment to reach and persuade these consumers.
These latest stats comparing ad spend vs time spent in media for traditional and digital media shows that in 'digitally mature' markets such as the US, this is no longer the case.
We can see that the percent of Internet ad spend (23%) is now greater than time spent (22%). Yet if we drill down to look at the ever-increasing time spent using mobile devices to consume media a very different picture emerges with just 12% of Internet ad spend on mobile compared to 25% of Internet media consumption on…
A framework to help you get the best results from marketing tools
You don't need me to tell you that there are a lot of different options when it comes to marketing technology. Just one look at Scott Brinker's infamous martech graphic shows just how bamboozling the 3000+ strong field of marketing tools can be.
With new marketing tools and available to us almost daily, it can be difficult to know where to prioritise your marketing activities to get the most 'bang for your buck'.
As marketers we need to be agile by reacting to new developments to gain an upper hand on the competition, but at the same time, we need to avoid being 'technology magpies' following seductive, shiny new tools which may distract us from working on optimising the most effective channels.
Our CEO Dr Dave Chaffey,…
You can do a lot more with your email address list than just email them
Depending on the size of the business you work for, you might have an email list of hundreds, thousands or millions. You already know your email list is valuable because email marketing is one of the most effective channels in terms of ROI. But an email list isn't just for emailing. You can use it for all kinds of clever targeting techniques, to advertise to your customers at the exact moment they may be considering a purchase. Here are some of the options for utilising your email list for targeting ad placement:
Facebook Custom Audiences
Marketers can match their email addresses with those of Facebook and display ads in the main feed and right rail. This is by far the most mature offering, and many companies are doing it already. Facebook will also generate 'look-a-like' audiences for you…
How to use LSI keywords to boost your SEO
Back in the day, Google determined relevancy of an article mostly based on keyword density. In other words, the more you use a certain keyword in an article the better your rankings are. This method came to be known as keyword stuffing. As you can imagine, such SEO strategy led to the creation of some pieces of content that were virtually unreadable by a human eye, not to mention they were completely useless.
Of course, given that Google search engine is primarily concerned with finding the best content which can provide valuable information to the end user, keyword stuffing became quite a problem. So, in order to remedy the issue, Google started implementing LSI keywords instead.
What are LSI keywords?
LSI stands for latent semantic indexing. In short, LSI keywords are words that are semantically linked to your main keywords without directly…
Social is the perfect way to influence your potential customers
Social selling is much discussed and often overused. People sending out endless tweets about your products gets tiring fast, and is unlikely to get anyone's attention. But if you can leverage the power of social media to influence your customers at the research stage of their buyer journey, it can be a very powerful tool.
A new study, which surveyed 2,017 people aged 18 and over, shows that 41% of people follow brands to see new product ranges when they launch and 35% use social to get ideas about what to buy when they next go shopping. This is somewhat higher for 18- to 24-year-olds at 47% and 40%, respectively.
Don't sell, influence
Once someone knows what they want, organic social is no longer necessarily the best tool for targeting that person. By that point, email, on-site optimisation or remarketing via social or display networks…
Voice-related commands have risen 35x since launch of iPhone
The SEO industry exists because ranking highly in Google search is incredibly valuable. Google makes an incredible 70 billion from PPC each year, based on people paying to appear at the top of SERPs in AdWords. The whole industry is built around ranking for keywords which people search. Traditionally, these searches were made via keyboards, whether on a desktop or on a mobile device. But this is starting to change, with the rise of voice recognition assistants such as Google Voice Search, Siri or Cortana people are increasingly searching the web by just opening their mouth. This will inevitably have a massive impact on how people search and the way they structure the keywords which they use to access information. The chart below shows the rise of people using terms associated with voice-recognition commands.
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12 steps to becoming GDPR compliant
On the 25th of May, 2018, the GDPR became law. The multitude of provisions to protect users privacy are a bit of a legal minefield for marketers, who are always hungry to use customer data where ever possible so they can better target customers with propositions. Given its importance, we have shared much advice from legal specialists on the Implications of the GDPR for marketing in UK and Europe.
In this post we're alerting you to the opinion that matters most in the UK - that of the Information Commissioner's Office who is responsible for implementing GDPR in the UK. In this new guidance of implementing the GDPR in the UK the ICO provides more information to help companies become GDPR compliant over the next few months, so make sure to utilise the resources they produce to help your business.
The good news is lawmakers have given businesses a full…
