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  SEO Newsletter | Vol 127 | October 21, 2014 This Month's News

Bringing Your Brand Mission & Mobile Strategy to the Next Level: 6 Digital Marketing Lessons from SMX East & Pubcon

Author: Kristi Kellogg

In October, two major Internet marketing industry conferences took place: Search Marketing Expo (SMX) East and Pubcon Las Vegas. From the conversations and conference sessions, two major themes emerged: the necessity of optimizing for mobile at every turn and the importance of a mission that goes far above and beyond sales. This article highlights:

  • How to pair a company mission and a clear brand to make your consumers your biggest advocates, as Chris Brogan explains in his Pubcon keynote.
  • Why marketing that is chiefly concerned with being useful is marketing that people cherish rather than tolerate, as Jay Baer, author of "Youtility" explains.
  • Important mobile platform considerations, including click-to-call extensions for search ads and mobile design options beyond responsive design, to make sure your business is covering the bases when optimizing for the mobile use revolution.

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  Back to Basics

What Are Social Meta Tags? Open Graph and Twitter Cards Made Easy

Author: Niki Payne

Social Meta tags give marketers control over the experience their content produces as it shows up on social networks including Google+, Facebook and Twitter. The title, description and image can all be specified by the content publisher so that the content, when viewed in a social feed, looks snazzy and is optimized to get a click. Learn:

  • How to implement Open Graph protocol so that content is optimized for sharing on Facebook, as well LinkedIn, Google+ and Twitter.
  • Tools for validating and debugging Open Graph and Twitter Card tags.
  • The recommended WordPress plugins that allow you to easily add social Meta markup for Open Graph and Twitter Cards to a WordPress site.

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Unique SEO Training Opportunity in Europe

Bruce Clay Europe SEO Training

Hot Topic


For over a year, organic search marketers have been waiting with much anticipation for the Penguin 3.0 update that would allow their once corner-cutting, now reformed, Penguin 2.0-penalized clients to fully recover and regain SERP rank. With six months between updates set as the standard through 2012 and 2013, a full 12-month cycle between updates has created quite the build up for Penguin 3.0.

So, when a Penguin 3.0 update was announced by Search Engine Land on October 19, much SERP rank fluctuation was expected. Instead, what we’ve seen in the four days since the update can only be described as overwhelmingly underwhelming.

  • In a Google+ post, Google UK Webmaster Trends Analyst Pierre Far said the Penguin update (referred to as a "refresh" twice in the post) would affect "fewer than 1%" of U.S. queries.
  • The MozCast barometer which monitors fluctuation in Google's rankings and reports volatile conditions as hot, stormy weather, showed a temperature well over 100 degrees when Penguin 2.0 was launched in October 2013. Currently the Mozcast is showing a comfortable 77 degrees and an actual decrease in instability between Friday, October 17 (when the update was announced), and Saturday, October 18.

At this point the data we’re seeing from our SEOToolSet aligns with the comfortable, stable forecast: very little SERP fluctuation.

Why an update that's not really an update?

Some are speculating that the upcoming holiday season may be reason for Google to avoid mass instability in the SERPs right before the Black Friday ushers in the biggest online shopping season of the year.

On a darker tone, some wonder if this update, lightly downplayed as a “refresh,” may actually be the entirety of the Penguin effect. Could Google have decided there is no recovery for past SEO manipulations, and that all that's left for businesses with burned domains to do is start over?

Google's Far said the refresh would be rolling out over the next couple weeks, so there may be more to see from this latest Penguin turnover.


Education Matters


Whatever your digital marketing specialty is — SEO, SEM, SMM, content marketing — there's extraordinary value in attending conferences. Throughout the year, digital marketers flock to conferences throughout the world to learn from leaders, sharpen their skills and network with their peers. Where else but a digital marketing conference can you find VIPs from Google and Bing onstage, or directly ask Bruce Clay your most complicated SEO questions?

SMX East and Pubcon Las Vegas wrapped up earlier this month. Bruce Clay, Inc. sent livebloggers Virginia Nussey and Kristi Kellogg to cover 36 key sessions from both conferences as they happened. Find out what Pubcon keynote speakers Chris Brogan and Jay Baer had to say about reaching and inspiring your audience, or what Jonah Peretti told Danny Sullivan about founding Buzzfeed in the SMX keynote conversation. In the liveblog posts you'll also find full coverage of the tools, tips and strategies shared in tactics-driven sessions focusing on Facebook's open graph, Twitter cards, social media automation, structured data, personas, link building and much more.

Check out 36 Coast-to-Coast Liveblog Posts Covering Pubcon Las Vegas & SMX East 2014 for all the liveblog posts and find the coverage that will help your business hit Q4 strong.




Oracle has hired Peter S. Magnusson, Snapchat’s former VP of engineering and a former engineering director at Google, to head up its launch into cloud computing.

Moving into the local retail space for the first time, Amazon plans to open a first brick-and-mortar store in Manhattan that will facilitate same-day shipping within New York City.

Covario’s search and content marketing agency business has been acquired by the Dentsu Aegis Network and will transition to become part of iProspect. The move will not affect Covario’s SEO software unit.

Facebook use among teenagers fell from 72 percent in the spring to 45 percent in the fall (2014), according to a new report from investment bank Piper Jaffray. The report also showed that more teens are using Instagram (76 percent compared to 69 percent in the spring), which is owned by Facebook.

Photo-sharing service Twitpic will be shutting down Oct. 25 due to a legal trademark dispute with Twitter, since a hoped-for acquisition offer fell through.

Marketing and sales software provider HubSpot went public this month. First-day trading sent its stock price up 20 percent, from approximately $25 a share to roughly $30.

Shareholders of Time Warner Cable (TWC) voted almost unanimously in favor of the company’s $45.2 billion sale to Comcast Corp.

LinkedIn is offering a $100,000 scholarship to the winner of a contest, with $10,000 and $5,000 scholarships for a grand prize winner and runners up.




Here is a roundup of Internet marketing conferences happening soon. For a comprehensive schedule of conferences throughout the year, across the globe, check out the Internet Marketing Conference Calendar brought to you by Bruce Clay, Inc.

The DMA Annual Conference & Expo is meeting in San Diego, California Oct. 25–30.

San Diego also hosts this year’s Social Fresh West Conference Oct. 28–30.

The Social Media Strategies Summit happens Oct. 29 and 30 in Boston.

ClickZ Live (formerly the SES Conference) returns to Chicago Nov. 3–6.

On Nov. 5 and 6, the Big Apple plays host to ad:tech New York. In the southeastern part of the U.S., the Internet Summit comes to Raleigh, North Carolina, Nov. 11–13.

In Europe, SMX Milan 2014 comes to Milan, Italy, Nov. 13 and 14. A special one-day training on SEO and the SEOToolSet® will be offered on Nov. 12 at the Workshop Bruce Clay, presented by Ale Agostini, managing director of Bruce Clay Europe.

SMX presents a Social Media Marketing conference in Las Vegas November 19 and 20.

On Nov. 28, marketers at the Swiss E-Commerce Conference in Trafo Baden, Switzerland, can attend a SEO Workshop for E-Commerce given by Bruce Clay Europe’s director, Ale Agostini.

The Dallas Digital Summit comes to Dallas, Texas, Dec. 9 and 10.

On Dec. 10, The Next Web’s event titled TNW USA Conference 2014 happens in New York.

MediaPost's Search Insider Summit takes place in Park City, Utah, Dec. 10–13.

The Digital Leaders Summit happens Dec. 10 and 11 in San Francisco, CA, with the theme "The Rise of the Chief Digital Officer."




Who's the U.S. Search Personality of the Year? Bing’s senior product manager of webmaster outreach, Duane Forrester. His award was one of 20 U.S. Search Awards given out at Pubcon Las Vegas. Congratulations to the victors in all the categories.

USA Today selected Apple CEO Tim Cook as Tech Person of the Quarter due to his steering the company’s many new product releases.

To help fund the U.S. Center for Disease Control’s fight against the Ebola epidemic, Mark Zuckerberg (CEO of Facebook) and his wife, Priscilla Chan, are donating $25 million in a grant to the CDC Foundation.

Twitter is suing the U.S. government for the right to disclose exact information on U.S. security data requests it complies with, rather than the general numbers published by other tech companies, in an effort to show that the government has only "limited surveillance" of Twitter accounts.

Google Now emerged as the most accurate voice assistant in a study by Stone Temple Consulting. Google Now was able to answer voice queries completely 88 percent of the time compared to 53 percent for Apple’s Siri and 40 percent for Microsoft’s Cortana.


Word on the Wire


Google has been spotted testing notifications to display next to a search result to indicate the site’s mobile friendliness. First, icons appeared — one type for mobile-friendly pages, another indicating a non-mobile-friendly result. More recently, the gray text "Mobile-friendly" was seen next to some mobile search results. There’s no word yet on how or when Google will roll this out officially.

At the recent SMX East conference, Google’s Gary Illyes underscored the need to make mobile-friendly websites, leading many to assume the search engine will use mobile user experience as a ranking factor (if it isn’t already doing so).

Google Express (formerly Google Shopping Express) announced it’s expanding into three new cities, Chicago, Boston and Washington, D.C. The service, which started operating just one year ago, promises members same-day delivery of online shopping orders from local stores; the list of participating merchants also continues to grow.

Bing has added two new features to SERPs this month. A search for song lyrics includes the lyrics right on the results page, and movie searches now display showtimes for local theaters.

Facebook announced new local awareness ads, a way for local businesses to advertise just to people within a specific radius distance of the business address.

In other Facebook news, the company is working on a stand-alone mobile app where users can be anonymous, if they desire.

Apple is launching Apple Pay this month as part of the iOS 8.1 update, enabling people to use their iPhone 6 and iPhone 6 Plus devices to pay for in-store and in-app purchases.

Yahoo may be planning to use Tumblr, which it acquired in 2013, to compete with YouTube, luring video stars to bring their followers with them, according to Business Insider sources.

Boosted by a $10M investment from Twitter, the MIT Media Lab is starting a new Laborary for Social Machines to analyze "semantic and social patterns" in mass and social media to help "identify, discuss, and act on pressing societal problems."

A huge database of Snapchat photos has been released by hackers, including many nude images of minors, apparently intercepted over a year period through third-party apps rather than a weakness in Snapchat’s own servers.

In other Snapchat-related news, CEO Evan Spiegel announced that untargeted advertising will soon be available on the service.

eBay and PayPal will be broken into separate publicly traded companies in 2015, according to an announcement from eBay, Inc.

Google’s head of social, David Besbris, gave an interview affirming the progress of the Google+ social platform and the company’s commitment to it long-term. In addition, Google released a new feature that lets users create polls in Google+ posts.

The nonprofit search engine marketing organization SEMPO is calling for an "enforceable search engine marketing code of ethics for North America." To begin the process, SEMPO organized a meeting at Pubcon to discuss creating a "Search Congress" of delegates who meet certain criteria.


Hot Topics





Word on the Wire






Bruce Clay, Inc. SEO Training in Europe

Unique opportunity for SEO Training in Italy and Switzerland in November! Get the details!

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