Articles about search marketing

Equifax Logo

Over the past decade, digital marketing pushed brands towards increasingly aggressive tactics. One such tactic was automatic opt-in. I used to just see these opt-ins for newsletters, but, more recently, I’m seeing this used for sales and add-ons. I assume these marketers want to get more active users, a more engaged audience, and more sales. But in my experience the ends don’t justify the means–in fact, this method isn’t even that effective. In 2017, marketers need to ask, “Is an automatic opt-in the best tactic for my clients?”

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We just completed our hurricane prep checklist. Our equipment is secured, and we did our quarterly backup early so needed resources are saved to the cloud.

Just so you know, over the next 6 days, it is very likely Houston will flood. Hopefully, it won’t be anything too serious, but we have to prepare for the worst. During this time, Chow-Bryant recommends reaching us by email or social media. We will respond as quickly as the situation allows.

The Digital Estate

Internet security has been a hot news topic over the past few months. A cascade of software vulnerabilities, account breaches, and security flaws produced a steady stream disclosures, apologies, and a few PR disasters. As a result, most of us are more aware than ever of the need to keep every piece of our online presence secure.

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Schema Markup for Chow-Bryant

What is Schema Markup?

Schema markup is a form of structured data that helps search engines understand what’s on a webpage. This markup is a community effort to create a universal vocabulary of tags and categories for the internet. An example of Schema markup in action is the Google Knowledge Graph. These are the cards on the right-hand side of some Google searches. These cards provide more information about your search, and are a collection of structured data snippets from all over the internet.

Chow-Bryant Knowledge Graph - Schema Markup

Laser cat sees your Schema!

Here you can see a snippet of Chow-Bryant’s card in Google’s Knowledge Graph. Some of this information is fed into Google’s Knowledge Graph using Schema markup on our website. For instance, the footer on our site features Schema for a local business.

Other Forms of Structured Data

In a nutshell, Schema markup is very similar to the Open Graph Protocol and Twitter Card Data. The main difference is that Schema markup isn’t unique to a specific social media platform. Instead, Schema is primarily used by webmasters, app developers and search engines. In fact, Schema markup is supported by Google, Bing, Yahoo and Yandex.

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It’s 11:30 p.m. After several last-minute targeting changes, your Google Display Network campaign is almost ready. You’ve set the targeting, and you’ve segmented out everything that needs to be segmented (of which there was a lot). Now all that’s left is uploading the ads so that they will start running at midnight as planned. All that’s left is adding the creative into the AdWords interface.

OH GOD NO.

AdWords just rejected your ads.

Your HTML5 ad is missing a primary .HTML file. Primary .HTML files include an Ad Size tag such as <meta name=”ad.size” content=”width=300,height=250″>. Make sure there is an .HTML file with an ad size tag in your HTML5 ad, and try again.

Now what? You’ve got 30 minutes to fix this, and both your designer and your developer left town for Vegas about two hours ago.

Tick-tock, Clarice. Read more

Twitter Card Data

What is a Twitter Card?

When you share a link on Twitter, the link may automatically add an image, title, and description below your tweet. This information is called a Twitter Card, and it comes from some HTML tags on the webpage called a rich snippet. This markup lets site owners easily share additional information about their articles, images, videos, and even apps. Here’s an example of a Twitter Card for my article on The Cat Line. Read more

The internet is full of robots, and their ranks are growing exponentially. In 2015 roughly half of all internet traffic was bots, so it’s important to pay attention to how robots interact with your site. These robots are software that automatically browse the internet. The most common kind of robot crawls the internet and indexes content from search engines, but there are also bad bots, which harvest emails or search for sites that are weak against mass hacking attempts. Luckily, you can use a robots.txt file to communicate with all of these non-human netizens, and in some cases even give them instructions on how to use your site. Read more

laser cat

You may have read the title of this article and thought, “Cats on the internet, huh? I see what you did there.” And you’re right. There’s a love affair between the internet and cats. As much as I’d love to go on a long tangent about this, I’ll save it for a future post and try to stay focused on The Cat Line.

What is Google Trends?

Google Trends is a tool that lets you track how many times people used Google to search a specific term. You can analyze and compare up to five keywords and refine the results with multiple filters. If you want to find out how many people in Brazil are searching for Rick & Morty pics in Google Image Search, then Google Trends is the tool to use.

Google Trends Brazil - Rick and Morty Pics

Get Schwifty!

Cool info. Looking up search volume on random TV shows or celebrities might be fun or interesting, but it probably won’t help you accomplish your goals. This tool, though, does have its place in your internet marketing toolkit, but you need to know how to use Google Trends.

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Texas "I Voted Sticker"

Since Michael and I took some time off last Thursday to vote, the “I Voted” stickers have been on my mind. What’s their value? Could that money be used better elsewhere? Is it actually a strong enough voting incentive for it to be worth diverting that slice of state budget? Should we view these as a form of native ad?

Monetary Value of “I Voted” Stickers

I did a little bit of research, and I found an article stating that in 2016, the state of Oklahoma spent approximately $0.003 on each sticker. That’s a very reasonable per-unit price, but how much does it become in aggregate? For Oklahoma, at 2,030,277 registered voters, the answer is $6,090.83. That’s like the cost of a home air conditioning unit, so, no, the sticker budget wouldn’t go very far toward anything.

But what about a more populous state? According to the Texas Tribune, there are 15,015,700 registered voters. Assuming the same price Oklahoma pays for stickers, that’s $45,047.10. So, no, that’s still not really enough to do anything at a state level. It’s maybe one lower-level employee salary, so unless we desperately need more papers pushed around, I don’t think it’s going to go very far.

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