Author: Marcus Tober

Marcus Tober

working in online marketing since end of 2000

smart assistant

Will the rise of voice search kill off screen-based search marketing?

The rapid adoption of smart assistants is set to spark a huge increase in voice search.

Where does this leave traditional on-screen search in marketing?

1 comment

Why SEO is getting vertical-specific

A couple of years ago, Google revealed it was using AI and machine learning techniques, such as its RankBrain system, to improve search results.

This helps it better understand the intention behind the words that searchers type into the search box, with the ultimate aim of making results more relevant and providing the best possible results for each and every keyword.

0 comments
google logo

Five keys to managing your online reputation in Google search

Managing your online reputation in search is not something you can leave to chance. What are the key things you should consider?

UC Davis (part of the University of California) is an example of what happens when things go wrong: the school was reportedly forced to spend $175,000 to help clean up negative references about it that appeared online after an incident when student protesters were sprayed with pepper spray by campus police.

3 comments

Seven ways Google helps you unlock the secrets to creating killer content

For content ideas and inspiration, most content creators depend on a number of techniques.

They might develop buyer personas, talk with the sales team (to get first-hand insights about customer challenges), conduct customer research (which can get expensive) and regularly brainstorm new topics. Plus they rely on a very highly developed ‘gut feel’ that tells them when a topic or idea will work. 

3 comments

Are backlinks still important for achieving high Google rankings?

For a long time search experts and content marketers have understood that search engines use the number and variety of backlinks to a page as a quality signal that has an impact on rankings. 

So how important are they now?

8 comments

Is user experience important for a higher Google ranking?

You would expect Google to reward web pages that provide a better user experience with a ranking advantage. So which parts of user experience are most important?   

1 comment

Social media and the 2016 US election: can anyone follow Obama?

In the run up to the 2016 US presidential election, how successfully are candidates using social media and online content to engage with voters?

1 comment
Google logo

Will gTLDs help you rank higher in search results?

The range of generic top-level domains (gTLDs) is expanding to include new options such as .Hotel, .RealEstate and .Berlin.

Will they help you rank higher in searches?

2 comments

How does Google judge quality content?

Everybody talks about the need to provide quality content on your site if you want to rank well in searches. But how do search engines identify quality content?

Successive Google algorithm updates (culminating in the recent Panda 4.1) aim to refine results so that they match the intent of the search query and deliver the most comprehensive, accessible and well-written answer.

10 comments

How can marketers benefit from mobile search?

There are major differences between the results that search engines deliver on phones and computers.

How can marketers structure their search strategy to maximise results?

Figures from 2013 found that nearly 20% of the average adult American’s daily media consumption was on mobile devices, a trend that is only accelerating.

Echoing this, search queries on mobile devices grew five-fold in the last two years, according to Google.

5 comments

How to assess if your site is at risk of a Google penalty

Many large brands are thought to have fallen victim to a Google penalty for infringing the search giant’s guidelines against web spam.

How can you tell if your site might be at risk? 

2 comments

Five ways in which search is evolving

The cool thing about search is the way it just keeps changing and growing, meaning website owners and marketers are constantly needing to adapt and exploit new opportunities to maximise their search presence.

Here are five noteworthy directions in which search is evolving that I think digital marketers need to be aware of. 

6 comments