Optimizing Knowledge Graph for B2B Brands

July 1, 2015 | By

  Google’s Knowledge Graph showcases for a user structured and detailed information about a topic based on their search. The goal is that users would be able to use this information to resolve their query without having to navigate to other sites and assemble the information themselves. Marketers who understand the sources from which Knowledge Graph information is retrieved can highlight relevant information about their brand in ways best understood by Google crawlers and algorithms. Components of a Brand’s Knowledge Graph: Logo: derived from the logo markup using JSON-LD Company Description: derived from the Wikipedia page of the brand (if there is no Wikipedia page this won’t appear) Profiles: derived from the social profile markup using JSON-LD How to Make your Brand Eligible for Google’s Knowledge Graph Markup the Site Using JSON-LD Syntax Google recommends JSON-LD because, unlike schema markup, JSON-LD doesn’t require the marketer/developer to interweave the structured data with the HTML displayed content. The following code shows how to highlight a company logo to Google, and how to link the social profiles of the brand with the website: To check if the markup is correct, use Google Structured Data Tester. The next time Google crawls the page, its …

Fool-proofing Fat Fingers

June 30, 2015 | By View Linkedin Profile

  Making accidental ad clicks on your mobile phone just got harder. Google has announced several new changes to reduce accidental clicks on mobile display ads, addressing fat finger ad clicks on mobile where a swipe for scrolling gets treated like a ‘tap’ to open the advertisement. Having identified the border area (see above, left) as particularly prone to accidental clicks during scrolling, Google now makes certain that taps close to the edge of an image ad won’t register as clicks. For in-app install ads and interstitial ads (see above, right) users won’t be able to click on the app icon because the close button is overlaid on that image. Users will need to click the call-to-action button. Finally, ads will only become clickable when they’ve been onscreen for “a short period of time”. This gives users time to scan through the display ad. If you are running Google display ads, you might want to note the timing of these changes when reporting clicks and click-through rates. On the Facebook Front Facebook announced this week that it’s testing a lead ad unit to make filling out forms on mobile devices easier for individuals,  and easier for businesses to gather that data. …

Best of the Week | Crafting An Effective Call To Action, and much more…

June 26, 2015 | By View Linkedin Profile

This week’s hot news, events and videos from the online marketing and social media world. From the Position² Blog This Week: Crafting An Effective Call To Action Highly successful websites, landing pages, email campaigns and PPC ads all have an effective call to action in common. That’s a fact. Read this blog for a few best practices to help you improve on your CTA efforts. How to Develop Content for Foolproof Content Marketing 5 Mobile Marketing Trends to Watch in 2015 The Changing Landscape of B-to-B Engagement 5 Reasons Why Display Advertising Will Never Die Supercharge Your Keyword Research with 5 Bing Ads Intelligence Hacks Why Local SEO Is About to Become Even More Important Best of the Week Video One of the highlights of SMX Advanced was the AMA session with Webmaster Trends Analyst, Gary Illyes. Watch on as Danny Sullivan of Search Engine Land asks the hard hitting questions about Google’s latest developments! Persona Based Lead Scoring: The Mystery and the Method Download this White Paper and learn: Classify leads based on behavior and demographic details Develop a consistent methodology to proffer quality leads to sales Employ data integrity and tracking Deploy marketing automation to improve efficiency and …

Crafting An Effective Call To Action

June 25, 2015 | By View Linkedin Profile

  Highly successful websites, landing pages, email campaigns and PPC ads all have an effective call to action in common. That’s a fact. It’s the CTA (call to action) button on your landing page that guides the users to goal conversion.  An effective CTA urges visitors to buy, subscribe, register, apply, download, vote, share, play and learn more. Here are a few best practices to help you improve on your CTA efforts. 1. The CTA has to be aligned to the campaign objective Whether you are running a PPC campaign or an email marketing campaign, the CTA has to be perfectly aligned to your core objective.  Using the right text makes all the difference. One study showed that using first person increased conversion rates by 90%.  A simple “My free trial“ instead of “Your free trial” made all the difference. Use action oriented text, not the usual “Download here” or “Get Started Here”. If it’s an invitation to visit a video page, limit the CTA to Watch Now, not Learn More. If it’s a loan application, use Apply Now. 2. It pays to tell them—clearly & loudly! Not every visitor to your landing page will a button presser be.  Those …

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