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Bruce Clay, Inc. Newsletter
  SEO Newsletter | Vol 128 | December 3, 2014 This Month's News

New SEO Tutorial Encourages Active Learning

Author: Chelsea Adams

Imagine you show up to work one fine Monday and Bruce Clay is sitting in the desk next to yours with one item on his agenda: teach you the foundations of SEO from the ground up. The lesson plan includes everything you need to get your website ranking, from how to do keyword research, to technical optimization, designing for mobile-friendliness and semantic markup.

To help you hit the ground running, Bruce has brought with him 10 free SEO tools to make each of your lessons active. Not only are you learning about keyword research, you’re actually doing keyword research. You’re not just learning about the importance of a natural inbound link profile, you’re actually using tools to learn more about your own inbound link profile as well as the profile of your competition.

Now, return to real life. Ready for the good news? With the new online SEO tutorial from Bruce Clay, Inc. you can essentially have the learning experience mentioned above for free. While Bruce won’t physically be in the office with you, you will have a step-by-step course that walks you through his methodologies with 10 free tools at your disposal. Start the course — read about the lessons and tools in the ‎free SEO Tutorial from Bruce Clay, Inc.

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  Back to Basics

Is SEO Worth It? 7 'Bruce-isms' to Make the Case to Management

Author: Kristi Kellogg

Ever heard this one? "It is not the job of search engine optimization to make a pig fly. It is the job of SEO to genetically re-engineer the website so that it becomes an eagle." That's a quote by Bruce Clay, and in nearly two-decades as an Internet marketing industry leader, he's described the challenges and opportunities of SEO in compelling ways that can be useful as an in-house SEO looking to gain buy in and grow SEO resources.

Here we've rounded up chief insights that management should know, and which digital marketers can use to make the case for SEO. In this article, you'll find visually compelling Bruce Clay quotes for pinning and sharing on topics including:

  • Why lack of SEO is as bad as a bug on your site.
  • How to cross-train marketing and IT departments on SEO intiatives.
  • How to use an SEO agency as a powerful ally.

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Hot Topic


Thanksgiving weekend spending is being reported in mixed tones. By some measures, Black Friday spending was down, but those stats mainly refer to brick-and-mortar purchases and don't include Thanksgiving Day and Cyber Monday purchases and online shopping, which all trended up from last year. Notably, online retailers saw encouraging signs during the holiday weekend shopping splurge. In the U.S., $1B was spent on Thanksgiving and $1.5B on Black Friday online, a 32 percent and 26 percent growth from last year, respectively. Mobile played a growing role in shopping this year accounting for 28.9 percent of Thanksgiving weekend sales.

Shoppers are increasingly spending online, and Forrester Research expects 3.4 million new shoppers will buy holiday gifts online this year, and that experienced online shoppers will likely shift 10 percent of their budgets online. The research group projects $89B in online sales for the holidays.

Mobile plays heavily in predictions that holiday season spending will grow 13 percent from last year. The past two years of data show mobile conversions are growing at a fast clip; mobile made up 19.1 percent of website sales in 2013, a three-time multiplication on mobile conversions in 2011.


Education Matters


2015 is around the corner. How are you planning to take your online presence to the next level in the coming year? Whatever you want to do, whether it's increase organic traffic, strengthen your social media presence, implement paid campaigns or produce more high quality content, is within reach.

Oftentimes, though, reaching the next level requires more education and training — for all of us. Lucky for you, there are digital marketing conferences all over the world all year long. Digital marketing conferences like Search Marketing Expo (SMX), Pubcon, Bend WebCAM, ClickZ Live, ad:tech and more provide business owners, marketing executives and digital marketers the opportunity to learn proven tactics and strategies from industry leaders (not to mention networking opportunities).

To help you plan your conference attendance for 2015, we updated the Digital Marketing Conference Calendar. Get a bird's eye view of more than 100 digital marketing conferences and training opportunities throughout 2015.

2014 Isn't Over Yet

Bruce Clay's last SEOToolSet® Training of the year will be held Dec. 8 - Dec. 12. Held in perpetually sunny Southern California, the SEOToolSet Training is an acclaimed training opportunity for digital marketers of all experience levels. Take the standardcourse (Dec. 8 through Dec. 10) or stay the full week for the advanced portion (Dec. 11 and 12).

The acclaimed SEOToolSet Training provides you with latest strategies and tactics in the constantly changing digital marketing industry — and it's also a great way to make good use of your remaining 2014 marketing budget.




Microsoft completed its planned restructuring by announcing a last round of 3,000 layoffs, including some top positions. Most notable among those was Duane Forrester, whose role helping to manage Bing Webmaster Tools made him well-known in the search industry, even winning the US Search Personality of the Year award at the recent US Search Awards.

Matt Cutts, who has been on leave since July from his high-profile position as head of webspam at Google, stated on his blog that he would extend his leave "into 2015." Soon after, his comments on a “This Week in Google” video hangout led many to speculate that he may not return at all.

The iconic Yahoo Directory will be shuttered at the end of this month.

Digital marketer Akvile Harlow left Third Door Media to start a freelance business in pay-per-click. Many know her from her 3+ years working on Search Marketing Expo (SMX) conferences.

Reddit’s executive team is experiencing changes in the wake of CEO Yishan Wong’s resignation. Ellen Pao (Reddit’s business and partnerships strategist) will serve as interim chief executive, and co-founder Alexis Ohanian will return in the capacity of executive chairman overseeing marketing, strategy and communications.

In an effort to increase revenue from native advertising, BuzzFeed hired Tessa Gould, formerly with The Huffington Post, as its new VP, ad innovation and monetization.

State of Digital got a new chief editor as Samantha Noble joins Bas van den Beld.




Here is a roundup of Internet marketing conferences happening soon. For a schedule of conferences throughout 2015 across the globe, check out the Digital Marketing Conference Calendar brought to you by Bruce Clay, Inc.

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."

Bruce Clay India will host a special 3-day SEOToolSet® Training course in Gurgaon, India, presented in person by Bruce Clay and Mindy Weinstein, on Feb. 3-5.

Digital Summit Phoenix happens Feb. 4 and 5 in Scottsdale, Arizona.

The Traffic & Conversion Summit 2015 comes to San Diego, CA, Feb. 17–19.

MarketingSherpa’s Email Summit event is set for Feb. 23–26 in Las Vegas.

Registration is now open for SMX West 2015, which happens March 3–5 in San Jose, California.

The MarTech conference is coming to San Francisco March 31 and April 1.




Microsoft says it will open source .NET for the first time, making it available on GitHub. Plans also include broadening .NET to support Linux and Mac OS X operating systems in addition to Windows.

Microsoft cofounder Paul Allen pledged to increase his donation to $100 million to help fight the Ebola epidemic.

Yahoo!’s third-quarter report catapulted the company past Twitter to become the third highest in mobile advertising revenue in the world, behind Google and Facebook.

President Barack Obama urged the Federal Communications Committee (FCC) to "do everything they can to protect net neutrality for everyone. They should make it clear … that Internet providers have a legal obligation not to block or limit your access to a website." The President also urged reclassifying Internet service under Title 2 of the Telecommunications Act. Within hours, FCC Chairman Tom Wheeler had a meeting with major Internet companies including Google, Yahoo and Etsy to wrestle with the complex issues involved, reportedly preferring a "more nuanced" solution.

Skype announced a preview program for its new Skype Translator, which enables people to talk in different languages and be translated real-time via Skype.

The hospitality-industry disrupter Airbnb was named Inc.’s 2014 Company of the Year.


Word on the Wire


In important news for local businesses, Google has revised its quality guidelines for Google Maps.

Within Google Analytics, Enhanced Ecommerce came out of beta. These new tools and a new Shopping Campaigns report give advertisers a more detailed view of buyers’ actions before and during the purchasing funnel.

For people who want an ad-free experience on the web, Google is trying out a new service called Contributor. Individuals would pay up to $3/month to view sites without ads, with proceeds being split between Google and participating websites.

Facebook released its latest Global Government Requests Report, which reveals how many data and content-removal requests the company received from governments, as well as how many it complied with and cases where Facebook fought against the demands. Requests increased 24 percent compared to the prior period.

Facebook is reportedly testing a new social network called Facebook at Work, which would enable sharing in the workplace and be completely separate from its current consumer site.

During Twitter’s first-ever Analyst Day (a seven-hour conference call event in mid-November), Twitter announced future product changes such as "Instant Timeline" to jumpstart new users with interesting content, a "While You Were Away" feature to show top tweets since the user’s last login, the ability to upload and edit video natively, and more standalone apps.

In other Twitter news, the company introduced Twitter Offers to give merchants "the ability to sell products directly from a Tweet." An experiment has been spotted in Twitter’s official mobile app, where some users have access to "View Analytics Details" about tweets right on their phones.

A new study by Simply Measured shows the percentage of big brands using Instagram daily has risen from 54 percent in 2012 to 86 percent, and their average engagement per post has increased over 400 percent.

Tumblr has surpassed Instagram as the fastest growing social platform, with active-user-base growth of 120 percent in the past six months according to Global Web Index research. Also in the news, Tumblr is testing Sponsored Apps, mobile-only ads for app installations.

On Pinterest, men are the fastest growing demographic. One third of all new sign-ups are men, and in emerging markets such as India, South Korea and Japan, men account for 50 percent of the Pinterest user base.

A trade group called the Streaming Video Alliance has been formed to standardize best practices for large-scale Internet video services. The 17 founding companies include Comcast and Yahoo, but do not include major players YouTube or Netflix.

The Russian search engine Yandex rolled out a new concept for its two-year-old Yandex.Browser. The redesigned browser interface uses translucency and Windows 8-style tiles to achieve a minimalist look.

Amazon introduced a new website for consumers to hire "handpicked pros" for Local Services such as home repair, auto repair, etc. Service areas initially available are Atlanta, Los Angeles, Miami, New York, San Antonio, San Francisco and Seattle.

Google and LG, the electronics manufacturer, signed a global patent license agreement that covers a wide array of products and technologies and includes both existing patents and up to 10 years of future patents.

Mozilla announced that Yahoo will replace Google as the default search tool for the Firefox browser in the U.S. Mozilla said the five-year agreement with Yahoo would promote "innovation and competition." Around the world, Google will continue to be Firefox’s search provider in Europe despite having no new contract, while new deals will make the default search Baidu in China and Yandex in Russia.

At least two top Yahoo investors, dissatisfied with CEO Marissa Mayer, have urged AOL to pursue a merger with Yahoo and take over management of the combined companies.

Podcasts are surging in popularity again, in large part because of wifi-enabled cars. An Edison Research report found that 39 million people listened to a podcast during a one-month period in 2014, an all-time high.

Apple’s latest operating systems include a Continuity feature called Handoff, which enables users to start and stop a task on one Apple device and pick it up again on another. Similarly, leaked files indicate that Google may be working on CoPresence, which would enable file sharing between Android and iOS devices. These new technologies for seamless Internet use could usher in an era of device-agnostic SEO.

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