Marketing Day: Content audits, Facebook’s shoppable Collection ads & Google Posts

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

Please visit Marketing Land for the full article.


Marketing Land – Internet Marketing News, Strategies & Tips

SearchCap: Google Fred confirmation, mobile-first index status & future of search

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: Google Fred confirmation, mobile-first index status & future of search appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

LinkedIn Launches Trending Storylines for Better News Discovery

LinkedIn has found a new way to keep you on its site longer.

The Microsoft-owned professional network has launched a new feature that displays curated news based on members’ interests and professions.

Dubbed Trending Storylines, the interest-based feeds will be posted daily to help you stay on top of what is new and trending in your industry. LinkedIn’s goal with the new feature is to inspire conversations and the sharing of new ideas among like-minded professionals.

“As professionals, two of our most valuable assets are time and knowledge,” LinkedIn product vice-president Tomer Cohen said in a blog post. “When we go to our news feeds every morning, we want to connect to the stories that matter most to us professionally. We not only want to know what’s being discussed quickly, but also want to get smarter by discovering diverse perspectives and joining the conversation.

The customization of Trending Storylines for LinkedIn members is a combined effort of the site’s algorithms and its editorial team.

The new feature will include a number of perspectives from relevant Influencers to news publishers to people in your network. This, LinkedIn believes, will enable you to better make connections with people in your industry who share the same interests.

“If you work in healthcare, you may see a storyline about a new exciting advancement in biometrics,” Cohen wrote. “The storyline may include a perspective shared by a renowned healthcare expert, an article published by a top medical magazine and a post shared by someone you are connected to.”

Storylines will be assigned unique hashtags to make it easier for you to find and join conversations. LinkedIn will also keep you updated as the conversations evolve.

Trending Storylines can be found on your mobile homescreen under the Trending tab. PC users can find it the top right corner of the homepage. The feature is currently rolling out to U.S. users and will expand to other countries “soon.”

 


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Jennifer Cowan is the Managing Editor for SiteProNews.

The post LinkedIn Launches Trending Storylines for Better News Discovery appeared first on SiteProNews.

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Are technical and content audits still relevant?

SEO audits are very useful in identifying website issues and areas for improvement, but columnist David Freeman believes the way we approach these audits is outdated.

Please visit Marketing Land for the full article.


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Google: Our search leads won’t let us talk about the Fred update

Gary Illyes from Google said the techniques Fred went after specifically are mentioned in their webmaster guidelines. The post Google: Our search leads won’t let us talk about the Fred update appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.


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WikiLeaks’ Latest Data Dump Indicates CIA Was Hacking iPhones, Macs

WikiLeaks is at it again with another data dump, this time claiming the CIA has been hacking people’s iPhones since at least 2008, just one year after the Smartphone hit the market.

The new release, dubbed Vault 7 ‘Dark Matter,’ also contains documents — including some manuals for implants and rootkits —  indicating the CIA can infect a Mac’s computer firmware. This type of infection cannot be gotten rid of, the document says, not even if the operating system is re-installed.

“Among others, these documents reveal the ‘Sonic Screwdriver‘ project which, as explained by the CIA, is a ‘mechanism for executing code on peripheral devices while a Mac laptop or desktop is booting,’ allowing an attacker to boot its attack software for example from a USB stick ‘even when a firmware password is enabled’,” reads a Wikileaks blog post. “The CIA’s ‘Sonic Screwdriver’ infector is stored on the modified firmware of an Apple Thunderbolt-to-Ethernet adapter.”

Also included in the dump is the manual for the CIA’s “NightSkies 1.2″ an implant tool for the iPhone.

“Noteworthy is that NightSkies had reached 1.2 by 2008, and is expressly designed to be physically installed onto factory fresh iPhones. i.e the CIA has been infecting the iPhone supply chain of its targets since at least 2008,” the Wikileaks blog post pointed out.

The documents WikiLeaks posted are at least seven-years-old, making it unlikely that any of the tools the CIA was using back in 2010 and earlier would actually be effective on Apple’s current devices. What we don’t know is how successful the CIA has been in updating its tools to target new iPhones and Macs.

WikiLeaks’ first dump earlier this month outlined the CIA’s hacking tools and what devices have been compromised. For instance, the data appeared to indicate the agency’s hacking allows it to eavesdrop on people via the microphones in Smartphones and Smart TVs.


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Jennifer Cowan is the Managing Editor for SiteProNews.

The post WikiLeaks’ Latest Data Dump Indicates CIA Was Hacking iPhones, Macs appeared first on SiteProNews.

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Facebook’s shoppable ‘Collection’ ad is its latest iAd-like format

Facebook’s Collection ads combine brand and direct-response elements, like video and product catalogs, and coincide with a new measurement category.

Please visit Marketing Land for the full article.


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Beware these 7 sneaky PPC attribution tricks

You may think you’re hitting your conversion goals, but columnist Andrew Goodman warns that faulty attribution can lead to inaccurate or misleading performance data. The post Beware these 7 sneaky PPC attribution tricks appeared first on Search Engine Land.

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Verizon, AT&T Yank Advertising From YouTube

AT&T and Verizon are the latest major companies — and the first in the U.S. — to pull their advertising from Google’s YouTube platform over concerns of being linked to extremist video content.

AT&T has said it will remove ads from the non-search inventory on Google because it is “deeply concerned that our ads may have appeared alongside YouTube content promoting terrorism and hate.”

“Until Google can ensure this won’t happen again, we are removing our ads from Google’s non-search platforms,” AT&T said in a statement to the media.

AT&TVerizon stated similar concerns, telling Variety it had halted all digital advertising not related to search.

Verizon said it made its decision after some of its ads appeared on “non-sanctioned websites.”

“We take careful measure to ensure our brand is not impacted negatively,” Verizon said in a statement. “Once we were notified that our ads were appearing on non-sanctioned websites, we took immediate action to suspend this type of ad placement and launched an investigation. We are working with all of our digital advertising partners to understand the weak links so we can prevent this from happening in the future.”

Although AT&T and Verizon are the first U.S. brands to pull their advertising from YouTube, the telecommunication companies join a growing list of unhappy European advertisers such as Marks and Spencer, RBS, Lloyds, HSBC, McDonald’s, L’Oreal and Audi.

The European brands all said they had concerns about their reputations being tarnished after their ads appeared alongside offensive videos, such as clips advocating for terrorism and anti-Semitism.

Google, meanwhile, has promised to hire more people as part of its push to better review ad placements. The tech titan also vowed to offer an “escalation path,” making it easier for advertisers to complain, enabling the resolution of such cases within a few hours.

“We know advertisers don’t want their ads next to content that doesn’t align with their values. So starting today, we’re taking a tougher stance on hateful, offensive and derogatory content,” Google chief business officer Philipp Schindler said in a blog post.

“This includes removing ads more effectively from content that is attacking or harassing people based on their race, religion, gender or similar categories. This change will enable us to take action, where appropriate, on a larger set of ads and sites.”

Schindler said Google is implementing changes in three main areas: ad policies, enforcement of these policies and new controls for advertisers. The changes are part of Google’s “extensive review” of its advertising policies and tools.

Google will also offer advertisers “more transparency and visibility on where their ads are running,” and in the coming months will expand availability of video-level reporting to all advertisers, Schindler said.


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Jennifer Cowan is the Managing Editor for SiteProNews.

The post Verizon, AT&T Yank Advertising From YouTube appeared first on SiteProNews.

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Amazon to open brand registry next month in effort to fight counterfeit products

During an interview at Shoptalk, Amazon VP Peter Faricy said the program was in testing but will soon be available in North America.

Please visit Marketing Land for the full article.


Marketing Land – Internet Marketing News, Strategies & Tips

Everything You Wanted To Know About Taxes in eCommerce (But Were Afraid To Ask)

Tax season is never a fun time for anyone. It’s especially nerve-wracking for eCommerce retailers, especially if it’s their first time dealing with the stress.

As the old adage goes, the only things that are certain in life are death and taxes (and the jury’s still out on which is less palatable).

The fact is, nobody likes dealing with taxes — not even the people whose job it is to collect them. But they’re a necessary challenge in doing business. And if you’re in eCommerce, they’re a challenge you need to understand.

I’ll offer up a brief primer here, but I’d also strongly advise you to speak with a registered accountant — there are plenty out there who are specialized in eCommerce.

First thing’s first, let’s talk about sales tax. Basically, if a sale is made in a state where your business has a physical presence, you charge a sales tax to the buyer; it’s a principle known as Nexus. If the buyer is located in a place where you’ve no physical presence, you don’t. For your business to have Nexus in a state, required activities include (but are not limited to):

  • Employees stationed within a state;
  • Employee visits;
  • Attendance of trade shows or seminars;
  • Company-owned delivery trucks operating within the state;
  • Physical property, even if only temporary;
  • Incidental property ownership;
  • Voluntary registration.

If you have Nexus in a particular jurisdiction, you need to register with the Revenue Department. You’ll need to provide them with your EIN number, the type of entity you’re classed as, the names and personal information of your company’s executives, and the registration fee. Wholesalers or tax-exempt organizations must apply for their own unique license.

Simple, right? It gets a bit more complicated, unfortunately. Thanks to eCommerce, Nexus now has a bunch of subsets:

  • Third-Party Nexus involves taxation based on independent contractors, vendors, or partners. If any of these individuals or organizations are involved in generating a sale — either directly or indirectly — then that sale can be taxed.
  • Three-Channel Retailer/Affiliate Nexus involve parent corporations that operate related companies in multiple jurisdictions. You likely won’t have to deal with this one for a while, thankfully.
  • Click-Through Nexus is related to sales made via e-mail, online newsletters, banner ads, and clickthrough links. Although it’s generally held that website linking and click-through arrangements do not generate nexus, New York requires retailers to collect tax on sales made through click-throughs if there is an advertising arrangement present. Other states may also follow suit, so it’s something to be aware of.

You also need to be careful about what rate you collect. Don’t simply grab the highest amount required by your state to avoid under-collecting, as that can land you in just as much trouble. Instead, do a bit of research into tax rates for your home State.

Ultimately, the best solution here — aside from having an accountant you can rely on — is to automate your taxation and recordkeeping. The IRS can (and likely eventually will) audit your business, and if your tax records are disorganized and chaotic, you could well end up looking at some hefty fines.

No one needs that sort of stress. Luckily, most major eCommerce platforms include multiple plugins that allow you to manage and track your tax information. I’d suggest doing a bit of reading:

Nobody likes tax season — it’s stressful and arduous. Just stay on top of everything, and don’t get too worked up. So long as you keep decent records, you’ll be just fine.


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The post Everything You Wanted To Know About Taxes in eCommerce (But Were Afraid To Ask) appeared first on SiteProNews.

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Seriously, Google, can you just make exact match exact?

In the wake of Google’s announced changes to exact match, contributor Daniel Gilbert offers a passionate argument against the shift, as well as a script to help advertisers regain control.

Please visit Marketing Land for the full article.


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Why and how entities are shaping location marketing

What are entities, and how are they impacting local search marketing? Columnist Adam Dorfman tackles these questions and provides advice to local businesses looking to capitalize on this trend.

Please visit Marketing Land for the full article.


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Google Posts now gives museums, movies, musicians & sports groups dedicated space in search

Program opens in US and Brazil. Expansion is a sign Google no longer sees it as just an experiment. The post Google Posts now gives museums, movies, musicians & sports groups dedicated space in search appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

The Rise of Music Streaming Continues

You will find more statistics at Statista

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Marketing Day: Location marketing, Amazon’s brand registry & Facebook header bidding

Here’s our recap of what happened in online marketing today, as reported on Marketing Land and other places across the web.

Please visit Marketing Land for the full article.


Marketing Land – Internet Marketing News, Strategies & Tips

3 steps to overcoming site issues that impact performance

Consumers and search engines alike have high expectations for websites, so unchecked problems and errors can have a big impact on SEO and content performance. Columnist Jim Yu discusses how to find and address these issues. The post 3 steps to overcoming site issues that impact performance…

Please visit Search Engine Land for the full article.


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How to Use Crawl Budget for SEO Optimization

Crawl Budget, works like every budget, that is, a balance of demand and supply, in terms of the number of URLs on your website that Googlebot decides to crawl. Let’s understand it better.

What is Crawl Budget?

When Google search engine bots ‘crawl’ Web URLs, it means your server’s resources are consumed. Based on how large your website is, how frequently you update webpage content, and how much load your Web hosting provider’s server can handle, Google does some calculations (which are too technical for the scope of this guide), and prepares the ‘crawl budget.’

Why Should I Care?

For really huge websites, it’s worth spending time to understand and optimizing SEO strategies around crawl budget. Using your crawl budget for SEO optimization allows search engines to crawl and index important pages on your site. Here you will learn the ways to use your crawl budget and improve your crawl rate.

Ensure Your Web Pages are Crawlable

Take the necessary steps to ensure search engines do not face any trouble crawling your website.

  • Exercise caution while using AJAX and Flash, especially during navigation. These impact the crawlability of your website. Do not use both for navigation — it makes the process more complicated.
  • Never use JavaScript for your website navigation.
  • Always use non-dynamic, clean URLs.
  • Keep your sitemap updated at all times to guide bots easily through your site.

Limit the Number of Page Redirects

Using up your crawl budget on page redirects is a complete waste. Make sure there aren’t too many 301/302 redirect chains — that can cause the search engine bot to drop off before it reaches the page that needs crawling. Make sure your redirects are kept at a minimum. No more than two redirects should be in a chain to prevent missing out on indexing.

Always Clean Up Any Broken Links

Use the Bing Webmaster Tools or Google Search Console to access broken link reports. Identify any broken links from the report, and then sort them out to make sure search engine crawlers do not face any hiccups while scanning the website. Every time bots encounter a broken link, they move on to the next one, leaving the original page with the broken link uncrawled.

Determine How Search Engines Will Handle Your URL Parameters

Categorize specific parameters from your website URL using Bing Webmaster Tools or the Google Search Console. This helps with the crawling process. Sending any mail campaigns containing links to your site or setting up UTM tagging means extra information will be added to the back of the URL. Ensure this does not happen — in most cases it causes duplication of content. Use search engine tools to identify the parameters for indexing and the ones to ignore. Edit the suggestions and add new parameters to make sure duplicate pages are not indexed.

Locate Low Traffic Pages and Improve Your Website through Internal Linking

Connect one page of your website to another via internal linking for improved navigation, distribution of page authority, increase in user engagement and decreasing the bounce rate. Add internal links to help both users and crawlers find their way through your content.

  • Determine low traffic pages in the past 12 months and find out where they are linked to internally. Low content quality is usually not worth linking. Remove links temporarily and update the content. Link to them when you see more traffic.
  • Ensure your top pages get priority. These are pages containing your best content and they have the highest engagement rates. Determine which pages are generating revenue for your site and link more to these than other pages. Always ensure that crawlers view the top pages more frequently.
  • Never spread internal links too thin. Do everything you can to make sure crawlers and users find every one of your webpages. Identify the causes of low traffic pages, and improve these to bring back links into your website.

Raise Your Server Speed

Increase the speed at which the server responds to a page request. This increases the number of pages crawled by search engine bots. Never compromise on hosting since it restricts the number of pages being crawled as well as the speed.

Bots crawling through your site exert a particular amount of strain on your server. The more pages, the higher the strain. This puts a cap on the number of indexed pages. Make sure your server load times are never affected directly by search engine bots by changing the crawl rate within your search console. Use the Google Search Console tool with caution at all times. Match your server to your goals, instead of altering the search engine crawl rate with a subpar server.

The process of using the crawl budget for SEO optimization demands a moderate level of technical knowledge. The bigger your site is, the more important it is. The tips mentioned above will allow you to start using your crawl budget effectively.


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Kuldeep Bisht, Inbound Marketing Consultant for SEMark, has over eight years of digital marketing experience. Throughout his career, he has helped many enterprise clients and local small businesses improve their marketing results by using strategic thinking and proven methodologies. You can follow his journey at KuldeepBisht.com.

The post How to Use Crawl Budget for SEO Optimization appeared first on SiteProNews.

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