Welcome to our weekly spherical-up of all the newest information and analysis from the world of search marketing and past.
This week, we’ve acquired key developments in content material marketing for 2017; why social media is the popular channel for product launches; and tips on how to use an Exact Match Domain (EMD) with out being penalised for spam by Google. And in in all probability unsurprising information, John Lewis’ annual heartwarming Christmas advert is that this yr’s greatest performing but.
The eight most essential content material advertising developments in 2017
It’s December already, and you understand what meaning – each publication you comply with will probably be winding down for the top of the yr by reviewing the highlights of 2016, whereas concurrently gearing up for subsequent yr by making predictions for 2017.
Tereza Litsa has given us an early begin on Search Engine Watch’s sister website ClickZ with a spherical-up of the eight most necessary content material marketing developments we’re more likely to see in 2017. From personalisation to ephemeral content material, VR and AI, she’s listed the important thing developments and practices that may make content material marketing in 2017 simpler and simpler. Follow the hyperlink to learn extra, and determine whether or not or not you agree!
Marketers are turning to social media for product launches
A new research by marketing communications agency Five by Five has discovered that almost three-quarters of entrepreneurs (seventy four%) contemplate social media to be the very best-precedence medium for selling new merchandise.
The research polled over seven hundred entrepreneurs within the US, the UK and Australia to seek out which marketing channels they contemplate to be crucial for product launches. Behind social media, gross sales promotions and e mail have been the second- and third-hottest promotional channels, respectively.
Al Roberts took a take a look at the research’s findings for Search Engine Watch and delved into why social is the best choice for entrepreneurs trying to promote a brand new product – and whether or not it’s sufficient to generate buzz.
What is an Exact Match Domain (EMD), and how are you going to safely use one?
Exact Match Domains, or EMDs, is usually a tempting method to attempt to increase your website to the highest of search rankings. An EMD is a website identify which precisely matches a key phrase or search time period you’re hoping to focus on – resembling “watchmoviesfreeonline.com“.
But EMDs, most of the time, are typically employed by spammy web sites, harming the standard of search outcomes and operating the danger of incurring a penalty by Google for his or her practices. As Christopher Ratcliff wrote for Search Engine Watch,
“EMDs have been lengthy regarded as having an unfair benefit.
As against web sites that rise to the highest of Google by means of high quality content material, strong structure, trusted backlinks and various different white hat greatest practices, Exact Match Domains can simply rise to the highest by shoe-horning in a number of tasty key phrases.”
Is there a means to make use of an EMD safely, or is it one other black hat method that self-respecting SEOs ought to keep away from? Christopher takes a take a look at the professionals and cons of EMDs, and the way EMD customers can keep on the suitable aspect of Google.
Everything it is advisable to find out about modifications to the native press
The regional press has come underneath monumental strain in recent times from the dual challenges of falling promoting gross sales and the expansion of on-line information. Yet native information retailers are nonetheless a extremely trusted type of media, and appeal to the simplest response to adverts.
What this implies for the world of selling is that whereas PRs ought to by no means underestimate the significance of the regional press, the challenges talked about above have given rise to drastic modifications in the best way the native papers now look and work.
Andrew Brookes has written a radical breakdown for Search Engine Watch of how these titles have modified, how the modifications have an effect on your advertising efforts, and one of the simplest ways to adapt to them with a view to guarantee a very good response.
Buster the Boxer tops probably the most shared advertisements of 2016
The annual John Lewis Christmas advert is an establishment, managing yearly to grow to be some of the memorable adverts on TV, and making a method that many different advertisers have sought to emulate.
This yr’s ‘#BustertheBoxer’ advert is not any exception – and has managed to beat even John Lewis’ personal data. Christopher Ratcliff reported on Search Engine Watch’s sister website, ClickZ, that the advert has topped the listing of Unruly’s Top 20 Global Video Ads to turn out to be probably the most shared advert of 2016, with near P million shares. Since its launch on ninth November, #BustertheBoxer has turn out to be the fifth most shared Christmas advert of all time, and probably the most shared John Lewis advert ever.
In his article for ClickZ, Christopher runs down the opposite prime charting advertisements this yr, and takes a take a look at the methodology utilized in Unruly’s rankings. And should you haven’t seen #BustertheBoxer but, give it a watch under – it’s a superb’un.