7 marketing and promotion tactics to get your content discovered

It’s no secret a well-executed content marketing campaign can deliver a solid return on investment.
According to Demand Metric, content marketing generates three times more leads than most outbound marketing strategies at 62 percent less cost.

As marketers pad their budgets with more money to invest in content marketing this year, one strategy that often gets overlooked is content promotion.
According to a survey by the Content Marketing Institute, 55 percent of B2B marketers were not even sure what a successful content marketing campaign looked like!

Content without promotion is like link building without links or creating a landing page without a call to action. That’s why promotion should take equal focus with creation.
Let’s look at seven tried-and-true content promotion strategies that will drive traffic to your content and website.
1. Paid social promotion
Paid social promotion can be one of the most precise strategies available to market your content to people who are interested in and most likely to engage with your

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Google working to integrate AMP benefits into future open web standards

Google continues to make major investments in improving the performance of and user experience on the web. This has been primarily through the Accelerated Mobile Pages (AMP) framework, which was first launched in 2015 and has been aggressively developed, promoted, and integrated into publishing platforms ever since.
Initially viewed as another proprietary format (even though it is open source), in addition to only providing a limited feature set at launch, the AMP framework has struggled with widespread adoption. Support for AMP across the entire web currently stands at less than .1%.
However, sites that have adopted AMP have seen encouraging gains in site performance and conversions (which presumes a correlating better site user experience). These and other noted benefits have led Google to begin working toward taking the technologies utilized by AMP and folding them into open web standards.
From the announcement today:
“The standardization work motivated by AMP is well under way through various WICG projects. Google’s goal is to

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Conductor will help WeWork offer ‘holistic’ proposition to enterprise customers

WeWork announced today that it is buying Conductor. Conductor CEO Seth Besmertnik believes this is a “huge win for the entire industry.”
I spoke to him to get a better sense of how the companies fit together and how WeWork might deploy Conductor’s services and capabilities for its customers, which it calls “members.”
Besmertnik spoke expansively about the overlap and common values of the two companies. “WeWork thinks holistically about its members. It started out helping businesses of all sizes manage their presence and culture,” he explained. “We’re different but similar; we think marketing can be used as a force to do good. We want to educate our customers to make better decisions.”
Besmertnik sees the deal as “huge validation” for the SEO community. The deal comes at a time of declining organic reach, though high-quality, trustworthy content is probably more valuable than ever.
In the blog post announcing the deal, WeWork said that enterprise customers were the fastest-growing part of

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Bing has confirmed support for JSON-LD formatted Schema.org markup

Bing has confirmed that it is actively building out verification tools within its Webmaster Tools set to enable verification of schema.org structured data markup that is in JSON-LD format. Existing support includes validation for schema.org markup in Microdata or RDFa format only.
After seeing this tweet from CBSi’s Jon Henshaw, we reached out to Bing for comment, and Bing’s Head of Evangelism Christi Olson confirmed: “Yes, Bing does support JSON-LD.”
Olson further added:
“Bing has been using JSON-LD as a signal, but we are still building out the verification tools as part of the Webmaster Tools offering.”
Olson was unable to provide a time frame for when this will be available to webmasters. We’ll follow up when the new tool’s availability is live and formally announced.
The post Bing has confirmed support for JSON-LD formatted Schema.org markup appeared first on Search Engine Land.

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Bing Entity Search API is now available

Bing announced that their Bing Entity Search API is now available to US based users and also in Australia, Brazil, Canada, France, Germany, India, Italy, Mexico, Spain and the United Kingdom regions.
The Bing Entity Search API lets developers and creators programmatically pull in Bing Knowledge Graph structured data on topics such as people, places, things, and local businesses into their platforms and tools – similar to what you can do with Google’s Knowledge Graph Search API. It can be used on programs such as mobile or web applications, blogs, or web sites. You can preview the output from the API right over here by typing in a query into the search box and hitting enter.
For example, I searched for [times square] and the API returned this data and preview:

The JSON output is exposed by clicking on that tab (shown below):

This information comes from the Bing Knowledge Graph and is currently used in Microsoft products such as Bing.com,

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Study: 11 voice search ranking factors analyzed

Backlinko has done an extensive analysis of “voice search ranking factors” and identified 11 variables tied to appearing in Google Home results. The company examined 10,000 results delivered over the smart speaker.
What Backlinko found was consistent with what many others have been saying but there were also a few surprises. For example, the study discounts the impact of Schema to some degree and page authority.
Here’s a partial, paraphrased list of the ranking factors:

PageSpeed is a significant factor; voice search results typically come from faster-loading pages.
Google relies heavily on very authoritative domains for results, but pages not as much.
Content that ranks well on the desktop tends to rank in voice search. This might be a correlation rather than causal however.
Schema may not be a factor: 36 percent of pages voice search results came from pages using Schema.
Roughly 41 percent of voice search results came from Featured Snippets.
Voice search results are generally 29 words; however Google sources voice results

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Can you predict what the future holds for your inbound links?

Almost five years ago I wrote an article about predicting a site’s future and using your expectation to decide whether you should pursue links on that site today. Much has changed in the search engine optimization (SEO) landscape since then so I decided to expand and update my original article.
Sometimes, what’s old is old
It’s interesting to run into sites we’ve worked with in the past and compare their previous and current metrics. Lots of things pop up like:

Old links are still live but the host page is full of new links whereas it wasn’t before.
Pages that once ranked well no longer do so.
Articles with links that were not originally there have been added.
And sometimes everything is the same, though, if not better!

A look into the past
It’s easy to determine what a site looked like in the past and compare it to the current site by using Archive.org.
You may notice a lot of changes such as good and bad

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Google Word Coach, a fun word game in the search results

Google has added a new feature named Google Word Coach to the Google dictionary and translate boxes within web search for non-English searchers.
When you do a search that triggers a dictionary or translate box, Google may show you this Word Coach that helps you “expand English-language vocabulary in a fun and engaging way,” a Google spokesperson told us.
Susanta Sahoo shared a picture with us of this feature on Twitter:

This launched in the Google search results a couple weeks ago.
Here is a statement from a Google spokesperson on this feature:
Google Word Coach is a game designed to help expand English-language vocabulary in a fun and engaging way. It appears under our dictionary and translate boxes or when someone searches for “Google Word Coach.” It launched this month in non-English speaking countries and also in India. It may come to other countries and languages in the future.
The post Google Word Coach, a fun word game in the

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Auditing customer reviews for organic traffic growth without losing speed or attracting penalties

User-generated content on product or service pages can be key to driving conversions and a fantastic way to add unique content to a page.  
If you don’t have the resources to write good content yourself, user-generated content can be especially helpful. However, if your customer review content isn’t optimized for search engines, it can work against you and delay or obstruct your marketing efforts instead of driving more business.
Below are four common issues (and a bonus) I have come across when auditing retailer product pages and the workarounds I’ve used for each.  
1. Page speed
This is a much-discussed subject, and as of late, it is a mobile search ranking factor coming July 2018. It is key to sync with your web developers on the optimal page load speed, as images, related products and content will impact load times for this critical part of the purchase funnel.
Customer review content is best when optimized for both Hypertext Markup Language (HTML)

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Making your first AMP Story: Google’s answer to Snapchat and Instagram

Among the many exciting announcements during AMP Conf 2018 in Amsterdam was the introduction of AMP Stories, a new format similar to Snapchat and Instagram Stories, implemented via a new accelerated mobile pages (AMP) component.
Unlike Snapchat and Instagram Stories, which are features within their own respective platforms, AMP Stories are going to be found in a mobile Google search engine results page (SERP). As with the rest of the AMP Project, other platforms are to leverage the format as well. These provide users with a highly engaging slideshow experience with rich media features such as video, audio, pictures and text in a format that mobile users have been known to love.
Here’s a one-minute video introducing the accelerated mobile pages (AMP) story format:

Excited yet? I am, but alas, it hasn’t rolled out to the public as of this writing. The amp-story component is still in “experimental” and development mode, and it must be enabled for the user within the AMP

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