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Engagement Objects Idea Generator for Content Marketing
Author: Virginia Nussey

Content needs something extra special to stand up to shrinking attention spans and high demands to be entertained — engaged, if you will. Engagement Objects are a class of content with a magnetic pull to keep a visitor on your site and interested in your brand messaging. The challenge can be developing them for your brand, so start here with:

  • Questions to point you to creative content that serves your specific conversion goals
  • Concrete ideas for content that captures your audience, such as unconventional videos, images and presentations
  • The exact tools to generate image macros, on-screen tutorial videos, live online events and interactive infographics and data visualizations, to name a few

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  Back to Basics
How to Set Up Google Webmaster Tools
Author: Paula Allen

Google Webmaster Tools is an indispensable resource for SEOs. Want to know why your pages can't be found through search? GWT is a great place to start looking for answers. It's also Google’s hotline to communicate any issues or penalties with your site. For those who have never set up Google Webmaster Tools, use this article to discover:

  • How to set up GWT from start to finish, with step-by-step pictures
  • Which methods you can use to verify site ownership
  • All the free diagnostic tools and reports available to website owners through GWT

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  Hot Topic
LinkedIn's at Top of Class for Networking, Leads and B2B
LinkedIn's 225 million monthly active users are involved in 2 million discussion Groups on all imaginable topics, with 200 conversations happening every minute.

It's the Back to School issue of the SEO Newsletter, which means the news and tactics explored here are aimed at updating your toolbox and inspiring a rethinking of strategies. A sometimes overlooked marketing channel has been demonstrating an interest in academia and may deserve your (re)consideration if you’ve been underutilizing its B2B outreach potential, and that’s LinkedIn. Let’s take a look at some of recently added features of this serious social player and the marketing opportunities which lie therein.

LinkedIn Sponsored Updates: Targeted Reach of New Audiences

Over the summer LinkedIn upped its paid amplification offering and now businesses on the platform can use Sponsored Updates to show content to targeted users beyond their page followers. These paid posts can be aimed at segments based on users’ profile data and show up alongside the organic posts in users’ homepage feed. Location, company name or category, job title, school, skills, groups, gender and age are all options for campaign targeting.

An Updated Look for LinkedIn Groups

Conversations are happening en masse on LinkedIn. Are you participating and connecting with your target audience? Visitors from LinkedIn are  times more likely to convert than visitors from Twitter and Facebook, according to a HubSpot report. With a new look that allows for graphic and design customization and easier management, LinkedIn Groups should be considered as part of any B2B’s social strategy.

Meet the New Kid: University Pages

For search marketers, the .edu backlink is a coveted asset. Perhaps some time community building within LinkedIn’s new honor roll, University Pages, may lead to a friends with benefits relationship. LinkedIn introduced University Pages this month, and now students and alum are active in a new category of networking. Share white papers, research and infographics with the schooled set and see where your outreach may lead.

  Education Matters
Make a Commitment to Life-Long Learning with 3 Upcoming Training Opportunities

According to a recent SES San Francisco interview with Bruce Clay, the most important search marketing tool you can have in your arsenal is life-long learning. “Take every course you can, read books, go to conferences” he said.

If your fall calendar is looking a bit lacking in the learning department, don’t fret. SMX East, Bend WebCAM, and Southern California SEO ToolSet Training are all wide open for registration -- and Bruce will be at all three!

Here’s what to expect, what Bruce will be teaching, and how to register for each.

SMX East 2013 (New York, NY)

This three-day search marketing expo with all-day sessions and keynotes suitable for beginner, intermediate and black-diamond advanced marketers takes place Oct. 1-3. Use the code WS-BC10 to save 10% off registration. You can also register for Bruce’s one-day workshop (Sept. 30) about technical SEO and the ever-changing search trends landscape.

Bend WebCAM 2013 (Bend, Oregon)

Put down your Snapchat, you don’t actually need a webcam to see Bruce talk about SEO at this conference in that focuses on the intersection of the web, creativity and marketing on Oct. 14-15. This gathering promises to deliver “some of the country’s most dynamic speakers and innovative thinkers,” including Bruce Clay himself, who will be speaking on day two about SEO for non-SEOs.

Register for Bend WebCAM 2013 now through Oct. 9.

SEOToolSet Training in Bruce’s hometown (Simi Valley, CA)

On Dec. 9-13, Bruce will be hosting the final SEOToolSet Training of 2013. Each training session includes coverage of SEO tactics suitable for large and small businesses, extensive in-class question and answer sessions, and lots of opportunity to get one-on-one time in with Bruce.

To make sure everyone gets challenged, but not over-challenged, there are two tracks available. There is the standard 3-day course (suitable for all levels) followed by an advanced 1.5 day course.

As a thank you for your loyalty to the Bruce Clay, Inc. SEO Newsletter, use discount code NEWS13 to receive $450 off your registration when you sign up for the advanced training.


Microsoft’s CEO Steve Ballmer announced that he will retire this year. It is unclear as to who will take over this critical role once Ballmer is gone, which has left many investors unnerved.

Yahoo! has acquired another company — image search engine company IQ Engines is the latest to join the fold. Yahoo! will use IQ Engines to improve Flickr.

Yahoo! announced Ned Brody as its new Chief of Advertising. Brody resigned from as the CEO of AOL in April.

GoDaddy purchased Locu, a site that helps businesses improve visibility on review sites. The Locu price tag? $70 million.

Livefyre acquired Storify this month. The free product will remain unchanged and current paid subscriptions will remain unchanged. In the coming months, new features will roll out.


On Sept. 25–27, the Internet Marketing Association’s IMPACT13 Conference takes place in Las Vegas.

For those interested in search engine strategies, mark your calendars: the SES Conference and Expo descends upon Chicago Nov. 4-7.

It's time for SMX East come Oct. 1-3, to be held in New York, New York. All-day workshops will be held prior on Monday, Sept. 30, including the popular one-day SEO workshop presented by Bruce Clay. Use the Bruce Clay discount code (WS-BC10) to save ten percent when registering.

Bend WebCAM  will host creative, web and marketing professionals in Bend, Oregon Oct. 14-15.

Content Strategy Applied (CSA) makes its American debut in San Jose Oct. 17-18. The theme of the conference is "content across screens," and focuses on adaptive, responsive content that works on any device.

PubCon takes over Las Vegas, Nevada, Oct. 21-25. What happens in Vegas won't stay in Vegas as the social media marketers in attendance will surely be tweeting every informative detail.

Ad:tech New York will host digital marketers from around the world in New York Nov. 6-7. Early Bird rates end tomorrow (Sept. 18).

The agenda for SMX Milan has just been released. Search marketers will descend upon Italy for the destination conference Nov. 7-8. On Nov. 6, Bruce Clay Europe will present a one-day SEO workshop for SMX Milan attendees. Bruce Clay Europe is proud to be one of SMX Milan's founding sponsors.

Search Engine Land will present SMX Social Media Marketing in Las Vegas, Nevada Nov. 20-21. The agenda includes sessions on blogging, content, social ads, advanced Facebook tactics, social editorial calendars, social tools, social videos and much more.

Dec. 9-13 marks the last SEOToolSet Training of 2013. Join Bruce in Simi Valley for a standard or advanced session. Don't forget the special discount code, valid for the December training only: NEWS13.


Google Webmaster Tools users can take advantage of a useful update issued last week. In an effort to provide better backlink data for site owners, Google has changed the functionality of the "Download more sample links" button. Formerly, the sample was created alphabetically, skewing the data. Now, the links will be "sampled uniformly from the full spectrum of backlinks."

Google created a new Paid & Organic Report within AdWords that combines organic and paid search data. Google recommends using it to discover additional keywords, optimize presence on high-value queries, and measure changes holistically.

Kudos to journalist Danny Sullivan for exposing Google’s “inadvertent plan” to withhold search data from webmasters unless they signed up as advertisers, and to Google for responding that soon webmasters will have access to 12 months, not just 90 days, of search data.

Bing's Hometown Homepage Contest gave shutterbugs an opportunity to offer up shots capturing "the beauty of cities across America." The top ten finalists have been selected, and now it's up to America to vote (voting closes on Sept. 23). The winner's photograph will appear on the Bing homepage on Oct. 1.

  Word on the Wire

Last month, Google released Field Trip, an app for Google Glass that alerts users to points of interest in their line of vision. Danny Sullivan relays how he was peppered with alerts via Field Trip while wearing Google Glass on a recent paddle boat excursion.

In order to measure the success of offline conversions, Google has added new functionality to AdWords that allows users to import real-world transactions into AdWords.

Bing News has a new look. Part of that new look is the appearance of trending topics (from Bing, Facebook and Twitter, respectively) showing up on the home page.

Twitter has filed for an IPO after months of speculation over when the social media site would follow in Facebook’s footsteps and go public.

Facebook updated its ad formats this month. The update focuses on simplifies ad creation and promotion. Image sizes will now be larger and have uniform requirements across platforms.

The new Yahoo! logo was finally announced after a 30-day parade of different designs.