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The last full week of April has brought with it a storm of internet marketing news. Here are the stories we think you should know about: Google redefines exact match keywords; how to make your landing page more effective; how to create content your audience will care about; and is collaboration overrated?
If I type a slightly misspelled word into Google I will not be shown a corresponding ad unless the advertiser has bid on the misspelled word. Starting in May Google will begin showing related ads for misspelled keywords automatically. Approximately 7% of queries are misspelled (this number gets higher for longer search terms). In their tests Google found that clicks increased 3%. This is set to take place in mid-May.
This article encourages us to use “credibility indicators” like reviews, testimonials, awards, seller ratings and social media plug-ins to highlight your following. Other tips include using testimonials that reiterate your company’s core value propositions and coupling your most compelling, lengthier testimonials with shorter ones. Read the article for the complete list of landing page tips.
We all know that content helps with search rankings, and although this article refers to brand content in the more traditional sense e.g. a Nike ad campaign. The lesson applies to internet marketing as well, whereby we are encouraged to make use of past marketing materials, listen to your audience and produce content that’s relevant to them and investing in different media channels to reach your customers (might we recommend paid and organic search coupled with social media).
We’re going to stray a little bit from our usual focus of internet marketing; this article is relevant to all of us who work in teams. Although teamwork is a necessary part of every organization, too much teamwork can be detrimental as “group think” and lack of innovation take over. The article quotes author Susan Cain who wrote Quiet: The Power of Introverts in a World That Can’t Stop Talking. Cain asserts that “research strongly suggests that people are more creative when they enjoy privacy and freedom from interruption.”
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