Posts Tagged ‘Google’

How brands and content marketers can build an audience on YouTube

March 3, 2014

According to Campaign magazine, brands still account for fewer than 100 of the 5000 top-ranking channels on YouTube.

In the video below – produced by Campaignlive.co.uk – Charlotte Morton, head of creative agency partnerships at Google, explains how brands and agencies can build an audience on YouTube.

She suggests a three-step approach which she calls “The 3Cs”:

–  Campaigning (advertising on YouTube)

–  Channelling (building a brand’s own presence on YouTube)

–  Collaboration (partnering with leading YouTube stars to reach new audiences).

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

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Google Chairman Eric Schmidt’s top predictions for 2014

January 2, 2014

In a rare interview, Eric Schmidt, Executive Chairman of Google, has given Bloomberg his top predictions for 2014.

In the interview, Schmidt concedes that consumers are now buying tablets and smartphones rather than PCs to fulfil their computing needs – a trend that is likely to drive content marketers further toward content that is specifically created and designed for mobile viewing (and then upscaled for PCs). Historically, most content has been designed for PCs and laptops and then downscaled for tablets and smartphones.

Schmidt also told Bloomberg that he took personal responsibility for Google “missing” the “social networking phenomenon”, saying the company should have acted sooner.

Here are the key trends that the Google boss expects to see in 2014:


(Source: Bloomberg)

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Facebook launches own search engine, Graph Search

January 17, 2013

by Brian Oliver

Facebook is bringing a social networking element to search with the beta launch of its own search engine, Graph Search.

It will allow users to search for friends or people they have interacted with by using cross-sections of information within their social network. Initially, only photos, people, places and interests will be searchable, but more content will be added in future.

Facebook founder and chief executive Mark Zuckerberg says “Graph Search is not Web search” and describes the new search feature as the social network’s “third pillar” after its news feed and timeline.

“Graph Search is a completely new way for people to get information on Facebook,” says Zuckerberg. “Graph Search is a really big project. It will take years and years to map the whole index of the graph. Eventually, we want to index all the posts and all of the content on Facebook.

“This is one of the coolest things we’ve done in a while.”

Zuckerberg insists that Graph Search is not intended to be a rival to Google. All searches will be restricted to Facebook. Users with wider search queries will be directed to Bing, through a new partnership with Microsoft.

“We have the social network, now we can truly search it,” says Zuckerberg.

Meanwhile, Bing has announced that its search results will now feature five times more content from users’ Facebook friends, including status updates, shared links and comments.

More information about Graph Search HERE…

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                       About the author:

Brian Oliver is a business journalist and the MD and founder of London-based strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

72 hours of video content uploaded to YouTube every minute

May 22, 2012

When YouTube celebrated its seventh birthday on May 21, the Google-owned clip streaming service revealed that 72 hours worth of video content is now being uploaded every 60 seconds – up from 48 hours in 2011.

YouTube has also announced that subscriptions to the service have risen by 50% over the past year.

With over 800 million users watching more than three billion hours of video every month, it now boasts “tens of millions” of channels – including countless branded content channels. It is also the world’s most used mobile streaming platform.

Over the past year, YouTube has redesigned the site, and worked to expand its original programming – launching dozens of new content channels. It has also added the option of converting all short-form videos to 3D.

“We’ve come a long way in the past seven years,” YouTube posted on its blog. “What started as a handful of videos shared among friends has transformed into a global platform delivering the next generation of channels to anyone, anywhere, and on any device.”

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Watch YouTube’s 7th birthday celebration video …

 

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Content marketing set to benefit as Google bids to ‘humanise’ searches

March 30, 2012

New semantic search technology will penalise over-optimised sites…

by Brian Oliver

As part of its efforts to ‘humanise’ its approach to search, Google is understood to be planning the most significant changes yet to its search algorithm.

It is not replacing its current keyword-search system, but intends to blend it with new semantic search technology that will increase its ability to read and understand a page (and its content) almost like a human. This, says Google, will help to improve search accuracy and provide more direct answers to users’ queries.

The new algorithm – called Google Penguin –  goes even further than last year’s Panda update which downgraded the page-rankings of content farms and low-quality, advertising-heavy websites full of aggregated duplicate content.

Google’s new semantic technology will reportedly group data into three categories: people, places and things. It will then analyse every word and interpret how various keywords relate to each other – instead of simply counting how many times a specific keyword appears.

Role of content marketing enhanced

Observers believe these changes will further enhance the role of content-led marketing and will boost the page-rankings of websites that focus on delivering high-quality content to visitors.

At the same time, keyword density, backlinks, and on-page optimisation will become less important as a result of the Penguin update.

Matt Cutts, head of Google’s Webspam Team, recently warned that sites will now be penalised if they are aggressively over-optimised.

“We’re trying to level the playing field a bit,” said Cutts. “All those people doing, for lack of a better word, over-optimisation or overly doing their SEO – versus those making great content and great sites.

“We’re trying to make GoogleBot smarter, make our relevance better, and we are also looking for those who abuse it – like too many keywords on a page, or exchange way too many links, or go well beyond what you normally expect.”

Cutts said Google wanted to reward people who “make a compelling site, make a site that’s useful, make a site that’s interesting, make a site that’s relevant to people’s interests.” 

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Bing, Yahoo and Ask growing, but Google still dominates UK search market

March 11, 2012

by Brian Oliver

UK content marketing campaigns should continue to focus on achieving high rankings on Google’s search engine results pages, according to the latest UK figures released by digital intelligence service Experian Hitwise.

While search engines such as Bing, Yahoo and Ask managed to marginally boost their share of UK search volume in the four-week period ending 4 February 2012, Google remained the clear market leader.

The Experian Hitwise figures show that Google.com and Google.co.uk achieved a combined total of 90.84% of the 2.3 billion visits to search engines made by UK internet users during this period. However, Google’s share slipped slightly – down 1.11% from a total of 91.75% in December 2011.

Meanwhile, Bing received 3.78% of UK search volume (up 0.14%), Yahoo 2.31% (up 0.09%), and Ask 1.83% (up 0.09%).

UK visits to search engines were 4.5% higher in January 2012, according to Experian Hitwise, with nearly 100 million more visits than in January 2011.

Some 89% of buyers now turn to Google, Bing or other search engines to find information on products, services or businesses before making a purchasing decision – that’s according to a February study by strategic communications firm Fleishman-Hillard and market research company Harris Interactive.

The study underlined the importance of creating high search engine results by implementing an integrated content marketing strategy – publishing high-quality original content that provides sales prospects with useful and valuable information when they conduct searches.

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications.

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Integration of mobile into content marketing increasingly important, says new report

February 4, 2012

by Brian Oliver

With more consumers now accessing content via their mobile devices, businesses are starting to generate substantial sales as a result of mobile content marketing campaigns, says a new report from media econometrics provider PQ Media.

The report found that a content strategy that included tailoring content to the fast-expanding mobile market helped US companies generate more than $39 billion in revenue in 2011 – an increase of 27.8 per cent over 2010.

Although the PQ Media report focuses on the US market, integrating mobile into content-led marketing strategies in the UK should create similar opportunities to increase sales leads and revenue.

MOBILE SEARCH EQUALLY IMPORTANT

According to PQ Media, mobile search is set to become increasingly important as the global mobile audience continues to grow.

The report suggests that keyword strategies and content creation should be adjusted to take mobile users into account – so that companies can offer sales prospects the same level of informational support whether they’re at home or on the move.

Patrick Quinn, CEO of PQ Media, says the key growth drivers include “strong growth in overall mobile device penetration, the transition to smartphones and tablets, the torrent of new mobile content launches, and the continued growth of consumer and business time spent with mobile media”.

A recent study by Google and market research company Ipsos found that 69 per cent of smartphone owners access the mobile web at least once every day.

Google says gaining a better understanding of the mobile content market will allow businesses to tailor their marketing more effectively. 

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing

Google updates are making quality content the dominant factor in SEO

February 2, 2012

by Brian Oliver

More marketers are finding that Google’s recent changes and updates to its ranking system are now making quality content the key driver in search engine optimisation (SEO).

At the same time, the changes are shrinking the importance of technical SEO tactics led by mathematicians rather than genuine information providers.

This dramatic change in SEO presents an enormous opportunity for content marketers to gain a competitive advantage over rival brands – especially if their competitors are not yet using content-led solutions, such as customer-focused blogs, social media, targeted eNewsletters, videos, eBooks, white papers and eGuides.

MARKETING OPPORTUNITY

Now more than ever, the consistent use of high-quality, keyword-driven content, such as that provided by Focus Content Marketing, can elevate your website to the top of search engine results pages (SERPs) … and keep you there.

That’s why content marketing is now seen as one of the most effective online marketing techniques available to marketing managers – and why many observers are tipping content-led marketing to explode in 2012.

IMPACT OF GOOGLE CHANGES

Last year saw some of the biggest and most important changes to Google’s algorithm, including the controversial Panda update which reportedly knocked the wind out of the sails of several high-ranking sites.

Ever conscious of the need to keep improving its service to users, Google introduced these algorithm changes because it recognised that some websites with top Google rankings were simply high-traffic, low-quality content sites stuffed with keywords.

It set out to limit the visibility of poorly-written filler material created by content ‘farmers’ in favour of sites boasting better-quality authoritative content.

HIGHER RANKINGS

Google now uses quantifiable social engagement metrics and recorded data (such as the length of time people spend on a page) to determine how valuable a page is to everyone who lands there.

When people spend longer browsing certain pages, Google assumes the content has been read and the user obtained the information they were looking for. The search engines consequently give those pages a higher ranking.

If your content is well-written, informative and puts the reader first, it is more likely to keep your potential customer on the page – and Google will recognise this. In other words, if you publish content that keeps your readers happy, Google will be happy too.

Similarly, quality content with higher incoming links will also be displayed at the top of the search results.

MORE CUSTOMERS

Most importantly, though, delivering trustworthy, problem-solving content will not only elevate you in the search rankings, it will also show potential customers or clients how you can help them. It will enable you to gain their trust … and potentially lead to a positive purchasing decision!

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About the author:

Brian Oliver is a business journalist and the MD and founder of UK strategic communications consultancy Focus Marketing Communications

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CONTENTED MARKETER Magazine is brought to you by content marketing specialist Focus Content Marketing

Visit our website at: Focus Content Marketing