Google reorganizing and Sundar Pichai will become new CEO

In case you missed it, Google announced a totally unexpected development today. They announced that it had formed a new holding company, Alphabet. A new conglomerate that is absorbing Google itself but also includes Fiber, Ventures, Google X, Nest and more. I think it totally makes sense for a few reasons, the market as it closed today, seems to agree, as Google’s stock spike 6%.
alphabet new logo?
I think the main reason would be to play under the radar, without being tied to Google brand, to buy larger set of businesses, to play safe given the recent antitrust case and to let Google cash cow be highly profitable even if the moonshot projects fail to turn a profit for years end. It also means Larry and Sergey would work more closely at a higher level as they removed themselves from daily Google operations.
The abc's of Google
Source: WSJ
Also – and this is the interesting part – they are turning to Sundar Pichai, who will be the new CEO. The former Chrome OS and Android chief. It will be interesting to see how they handle the transition and the importance of mobile to serve better Google’s core mission.

Quick SERPs Case Study: How to Grilled Steak

Take the Grilled Steak and Steak Cooking topic, it’s broad key-expression at about 10,000 searches a month, 59% keyword difficulty score and a $2 CPC on AdWords. A quick glance at the SERPs tell why Serious Eats are killing it and will surely get higher ranking in the coming months.

How to grill a steak - Google Search

You only need these three things for SEO, when you have broad topic to cover and a publishing platform:

  1. Research on how people search for content on that broad topic, what competitors are doing (it will lower bounce rate, generate content ideas & formats)
  2. Create an amazing piece such as this Serious Eats Definitive Guide to Grilled Steak by a good writer. You obviously optimize it in any way possible (OG tags, headings, great photos with meaningful file name and alt attributes, well-crafted titles, sub-titles and title tag, etc.)
  3. You keep Paleo Diet folks in the loop and you write a custom intro that you provide to high profile sites.

If you’ve done your homework, you should see links and visits dripping in … bon appétit :-)

Are You Still Making This One Content Marketing Mistake?

There is one big content marketing mistake that many organizations are still making today: it’s not about you. With all the buzz around Content Marketing,

71% of marketers will increase content marketing budgets B2C Content Marketing: 2014 Benchmarks, Budgets, and Trends

we’ll be flood with marketers doing this mistake, only talking about them or their brand, their products and services.

time-wasteMistake #1: You’re not providing value

Content can’t be all about YOU!

The biggest mistake is thinking that ‘content’ is just newfangled sales materials. Most content marketing fails on the utility scale. Content that is inherently useful is inherently successful. –Jay Baer via Content Marketing Institute

On CMI, Bruce McDuffee, goes on and suggest typical examples of content focused solely on your organization :

  • You’ve built your content strategy around convincing your target audience that your specific product is the best one on the market.
  • You write a “How to Choose” guide that cleverly suggests your product is the best solution.
  • You conduct a webinar that focuses on highlighting the attributes of your product or firm.
  • You write an application note detailing how to use your product in that context.

Sure your brand need to stand for something but these all get user’s bullshit detector going, lowering the brand experience & trust users have. So how to fix this?

  • Stop pitching your products.
  • Stop trying to enforce your brand vision as the core content mission.
  • Start by gathering all the data you can on user’s needs (hello SEO!) :
    • what are they searching for and what was their mindset/intent
    • what are they talking about, how do they express their pain points
  • Start by answering user’s pain points and filling in the gap between their needs and what’s out there.

This is just the beginning but getting this ironed out early on is essential to conduct effective content marketing.

It’s not just about the customer, it’s ONLY about the customer.

Montreal’s SEO & Online Marketing Community is Thriving

SEO Camp Montreal 2013

For the third year in a row, I’m organizing the SEO Camp Montreal event, a full-day SEO/Inbound Marketing conference taking place in the city. Almost 200 attendees from Montreal, Quebec, Trois-Rivières, Sherbrooke and Ottawa are coming to meet, speak and learn “in-the-trenches” tactics, tools and strategies from fellow digital agency professionals as well as a south of the border speakers.

App Store SEO - SEO Camp Montreal 2012This year’s conference sold out before we were able to announce the speaker line-up, which is quite an achievement and shows that we’re still aligned in terms of pricing and quality. We deliberately want to keep the cost of entry as low as possible to ensure we reach small agency folks, consultants and peeps doing SEO for their products or clients everyday. Indeed, it’s not an easy balance between quality (no pitch) talks, low cost tickets and making sure the organization founding the event, non-profit organization W3Quebec, does not register a loss at the end of the day.

A glimpse of the conference

I caught up last week with Adam Melson, one of our returning keynote speakers. Continue reading Montreal’s SEO & Online Marketing Community is Thriving

Social and SEO Intertwined through Content Marketing

BlueGlass, one of the Internet marketing agency most succeeded at Content Marketing, presented at the last San Diego SES with this deck :

It’s no longer a matter of “if” or “when” search & social become intertwined. We’re already there…

SEOs need to thing about how content is crucial in our SEO efforts, not just for the distribution but much more intertwined. Since Panda and recent algo changes, news of social killing SEO are rampant, it’s hard to sort things out because the social-SEO relationship (some would say, muddled) intertwined all the time.

Google Analytics Certification: How to Pass the new GAIQ Test

This week I took and passed the GAIQ Test for the second time. Last time was back in 2009 and so with a 18 months certification term I was way overdue. Google Analytics Qualified IndividualThe thing is that Google Analytics will never let you know when your certification expired so you should make a note to yourself if want to stay enlisted in the Qualified Individuals ;) I didn’t do much preparation this time around but I took some notes during the process. These steps and tips should be useful for the folks looking to pass the new version of the test, let me know how it goes!

Continue reading Google Analytics Certification: How to Pass the new GAIQ Test

Email Marketing Crushes Social Media

Email Marketing Crushes Social Media

Email is a great business tool and when it’s put to good use with great & engaging content, it’s pretty powerful.

A blog post written by the @Bnonn stated 5 reasons why, Email Marketing is crushing it for B2B businesses. I think, Email Marketing is killing it for most business B2B or B2C who are using it the right way.

Rather, it’s because email allows you to make repeated contact, and that contact is “invasive”. It’s in their mailbox—their inner electronic sanctum. That’s very different from sending out a tweet or posting something on Facebook, where they may or may not see it, because it’s just part of a much larger timeline featuring hundreds of other people. Excerpt from: 5 Reasons Email Marketing Crushes Social Media Marketing for B2B

I’ll add that maybe the most important reason why it’s because you own your list, not a third-party platform. For most agency folks, being so busy chasing the latest magic bullets, we often forget how Email Marketing is essential to our client’s web marketing strategy.

It all boils down to how you connect and foster interactions between related inbound channels.