Putting politics aside, the launch of the Healthcare.gov website has been a train wreck. I’ve been building and marketing websites for a dozen years, and I have never seen a launch go so spectacularly, publicly wrong. This is partly due to the highly visible and contentious nature of the Affordable Care Act. But more interestingly, …
What the Healthcare.gov Disaster Means for Your Website Read More »
91% of B2B marketers use content marketing as a tactic, spending $118 billion in 2013 on content marketing, social media, and video. If you don’t understand some key aspects of Google’s new search algorithm, you may be flushing your content marketing dollars down the drain. True, talking about search algorithms tends to make eyes glaze …
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This is a panel discussion that I participated on during Social Media Week in New York, hosted at Forbes headquarters. It was called “Loud & Clear: How B2B Marketers Can Turn Up the Signal-to-Noise Ratio”.
This presentation is a companion to my post on the most common question in B2B social media. My goal with this presentation is to introduce a conceptual framework that takes helps sort social media metrics into meaningful bundles that are strategically aligned with key business outcomes. This presentation also includes: High-level recommendations to keep in …
The most common question B2B marketers ask me is: “How do I use social media to get more leads?” And the answer is: Treat it just like any other sales process, with the key exception that you have to earn every lead through demonstrating value, never with hard selling. People care about solutions to their …
The Most Common Question in B2B Social Media, Answered Read More »
One of the most common problems that I’ve encountered in my 11 years in organic search marketing is around the operational integration of SEO into web projects. Many organizations have an SEO resource, agency, or department, but still ship websites, redesigns, and products that are not well-optimized. How does this happen so frequently? Organizations frequently …
Best Practices : Integrating SEO Into Your Business Read More »
This presentation is a companion to my SEO Framework: IRTA post. It’s intended as an introduction to some of the key concepts in SEO, especially around how to set goals and measure success. SEO 101 Overview from Ethan Hays
The metrics that a large number of businesses track related to SEO are, frequently, the wrong ones. If your SEO team tracks metrics that skew too macro, or too micro, you can end up with a skewed view of your progress in organic search: The 10,000 Foot View If your metrics are too high-level, the …
Here’s the most common complaint I’ve heard from SEOs over the last 20 years: “I’ve made so many great SEO recommendations, but I can’t get any resources dedicated to implement them!” – every young SEO One of the big challenges in building an effective SEO program is getting buy-in from executives. They’ve got the resources …
The SEO Framework Part 1: Indexation, Ranking, Traffic, Actions Read More »
And it seems like Cookie Monster has been working hard with his voice coach to develop the bass end of his vocals. Very powerful stuff. And the kids will love it!! I’m kidding of course. This is a classic Cookie Monster / Tom Waits mash-up that will give children nightmares forever if they see it. …