Quick – learn everything you can about digital in 30 minutes – GO! (thanks, AdAge)
Scott Brinker of @chiefmartec has done it again – further updating his Marketing Technology Landscape infographic / map. I love this infographic for two reasons; (1) if I ever need to see what companies are providing services in a certain area, I just have to zoom in 15x, and (2) it gets bigger, and bigger, and bigger every year.
The real lesson out of all of this is that if you – as a business – have to rely on a graph like this to get traffic / customers – instead of showing up on page 1 search results for a simple, topical search keyword – you have a SEO problem.
Thanks to Melissa Mackey with SEW for mentioning some of the not-so-obvious PPC / SEM / Paid Search tools out there that make life more, well… fun (aka – giving you the time back in your day so that you can actually go off the grid for a minute or two). She highlights 23 free tools like;
- Uber Suggest (keyword suggestions outside of keyword planner)
- Soovle (search results on various engines)
- Convertable (lead source & keyword tracking)
…and more in her article on SEW.
Interesting report released recently by Digital Marketing Depot as a Marketer’s Guide to Enterprise SEO Platforms in 2015. This brings up the case that any platform would be useless without the team needed to assess and interpret the data, implement changes, and develop content around a solid content marketing strategy.
So – a SEO platform is really only one piece to the SEO puzzle, whereby most top SEO agencies these days give you access to these very same platforms at a reduced cost, or as part of their cost, similar to the same cost of the platform itself. SEO Strategists, Analysts, Tools, Content Dev, Link Building, Reporting Management = Agency Team, where even the… Cost of an Agency Team & Tools = Cost of a Single SEO Platform.
Still – SEO platforms are worth reviewing, just to stay on top of what’s available in the marketplace;
Testing, testing, testing. One thing reigns true – with marketing, everything is a test – as part of active, ongoing optimization to constantly improve ROI performance (that should be in a stuffy ‘Marketing 101’ book somewhere). Erin Everhart with SEW pulled together a nice list on UX tools we should all embrace – with a few I added from experience;
- UserTesting.com (Cost: $49, Priority: Necessity)
- SurveyMonkey (Cost: FREE – $65/mo.)
- Google Consumer Surveys (Cost: $.10 – $3.50/ea.)
- Invision Prototyping and Design (Cost: FREE – $100/mo.)
- Visual Website Optimizer Prototyping (Cost: FREE to $129/mo.)
- Usability Hub Testing Tools (Cost: $20/mo+)
- Optimal Workshop Testing Tools (Cost, FREE)
- ClickTale Click Tracking (Cost: FREE)
- Monetate Multi-Channel Personalization (Cost: TBD)
- CrazyEgg Eye Tracking (Cost: $9-99/mo.)
- Qubit Personalization Testing (Cost: TBD)
10 points to Google for incorporating a Justin Timberlake look-alike in the homepage visual on Consumer Surveys (they’ve obviously been testing & personalizing that page just for me).
…and, this year – starting things off right with their 2015 Enterprise Buyer’s Guide to SEO. This guide includes some 2014 SEO highlights, but also promotes a NEW SEO Structure that is at the core of all content production (right where it should be, aligned with Content Marketing) – as opposed to the OLD way of sticking SEO in a nice compartment right under all of search marketing;
If you’re an optimization junkie (ever spent way too much time on WhichTestWon.com?) – you’ll love Optimizely’s new Optiverse Community – learn from active optimization tests and training, get tips & engage…