Mediative’s top 14 posts of 2014

As 2014, comes to a close we thought that we would share some of our top post of 2014 with our readers. This year we have discussed Google, algorithm updates, and of course our research. We have some great things in store for 2015. Including some changes to our blog.  Without further adieu here is a look back at some of our top blog posts from the past year.

Mediative’s top 14 posts from 2014

  • Google local search algorithm update – 2014 – July – On July 24th, Google released a major local search algorithm update that impacts Google Maps and Web results.  This post provided a quick overview of the Google local search update.  This update impacted a lot of large brands as it was reported that in some cases the 7 pack of local listings were not showing up in many local searches.  This has since proven true in the weeks and months following the update.  This update later became known as the Google Pigeon update (additional details here) and was one of the most dramatic updates from Google in 2014.
  • Post view conversions:  An important display advertising metric – July – The use and validity of the post view conversion metric is a hotly debated issue in the online advertising space and, as with search, brings about the issue of attribution. Display is very different to search and therefore requires its own set of metrics. The major differences between search and display advertising can be analyzed by looking at the variation in the user intent across the different channels.
  • 55 ways to enhance your content in 2014 – March – We compiled an in-depth list of ways that you can add to your content. Some of these options can be used regardless of the type of web site that you deploy while other options are more specific for a certain type of site like an ecommerce site or sites within specific industries. Nevertheless, these options can help you enhance your content so it’s more engaging to your desired audience.
  • Organic click-through rates in 2014 – October – Search Engines Results Pages have changed dramatically in recent years. How has this changed the impact of the prime real estate on a Google SERP and how does this impact where people actually click when they arrive on a Google SERP? Of course that is dependent on the type of search that a user conducts but historically you really want to be found in that prime real estate of a SERP. We have previously defined some of this prime real estate as Google’s Golden Triangle wherein the top three or four results on the SERP are the place to be if you want to be seen by a good proportion of searchers.  We compared organic click-through rates from 2005, 2007 and with our 2014 research.  Pay attention to the # of clicks that the top four organic positions typically receive.
  • What’s new in local search – June – we thought that we would compile a list of some of the more interesting going-ons as it pertains to local search in the digital space.
    Here are a few “Did You Knows” and a couple of high level local search optimization tips for you to consider.  For example, did you know that 60 percent of mobile users expect a site to load in 3 seconds or less.  74 percent are willing to wait only 5 seconds for a site to load before leaving.
  • Social media is all about your “why”, not your “what” or “how” – November – Culture is your brand’s character. Character is critical for telling your story. Therefore, culture is key to a good brand story. A story needs to appeal to people’s emotions. Find your purpose, the “why” you exist, and shout it from the rooftops! For example, a travel company who says their purpose is “We specialize in exotic vacations for the over-50s” is simply stating WHAT they do.  People want to know the “WHY”, your purpose – “We fulfill lifetime dreams”. This kind of purpose creates an emotion, a connection to the audience. A company’s purpose can then form the basis of its core values, the anchor, or the foundation of the company’s culture.
  • Is keyword research dead? – March – We know that Google is working on creating a smarter search engine.  We have started to see the next frontier in Search.  Probably one of the most seismic shifts that we have seen Google make is on how they handle keyword queries.  This was most evident with their Hummingbird update where there is a shift from “typed” queries in Google to more of a conversational search.  So the question becomes, do keywords even matter any more in the Hummingbird world?
  • SEO risks associated with IP based content delivery for the purposes of usability testing– June – Serving users different web experiences based on their location is not only acceptable, but desirable from an SEO perspective so long as this happens to cater to the user’s location. This type of content delivery is usually done on a country-level, where currencies, applicable taxes and laws can vary. Conversely, providing multiple site-wide experiences with drastic changes to available content within one country for the purpose of usability testing can be a cause for concern. Although IP based content delivery for the purposes of website usability testing may not hurt the site at all from an SEO perspective, there are associated risks that could include ranking demotion or being removed from Google’s index altogether
  • Google’s Panda algorithm update 4.0 – May – in May 2014 Google updated their Panda algorithm with what has been dubbed Panda 4.0.  Here is some information about Google’s Panda 4.0 algorithm update.  As with the previous incarnations of Panda, this algorithm is looking to improve the quality of search results by removing or devaluing low quality (or what Google perceives as low quality) pages from their Web results.  Panda 4.0 is simply the next variation of an algorithm that is directed at preventing sites with poor (low) quality content from rising up within Google’s organic (algorithmic) search results.  The Panda algorithm is meant to clean up the search results with the end goal of ensuring that the more relevant results appear higher in Google’s rankings.
  • 10 ways to prepare for Google algorithm chaos – November – In Google’s attempt to organize the World’s information, a new phenomenon has transpired in recent years, the algorithm watch.  Search marketers (and others) have tried to gain an understanding into Google’s algorithm (of which there are many) to try and understand just how Google returns results for Apple the brand (not the fruit) when you perform a search for “apple” in Google. While some have tried to reverse engineer Google’s algorithms, a major update can leave Webmasters and site owners scratching their heads.  Google has brought the whole issue of algorithm watching upon them.
  • Local search marketing:  What is Google My Business – June –  Google announced an effort called “Google My Business” in an attempt to simplify local marketing for SMBs.  The thought is that it will be easier for businesses to update their business information across Google platforms including Google Search, Google Maps and Google+.  Really it appears as though Google is working to consolidate all of their local offerings possibly in an attempt to keep us on Google even more than we are now.
  • The power of digital video advertising – July – a case study showing how we leveraged video to assist a client in their digital efforts.  Having weighed the entertainment industry, they came to recognize that RTB online marketing has grown more than 100% from 2011 to 2012. The client then came to us looking to advertise their new product, direct traffic to the retailer, and overall drive sales nationally. In hopes of directly reaching specific demographics while driving vast impressions, we comprised a campaign that utilized modern day outlets that dominate viewer attention.

If you haven’t already. be sure to subscribe to our content and continue to check back for more insight in all things digital.  Looking for digital services in 2015, perhaps Mediative can help you with your online efforts with our organic search, PPC, mobile strategies or other digital marketing services that we provide.