The Macquarium Blog

If your site isn't built Search First, you're losing money.

Posted by Julie Hadden on May 25, 2016 2:41:59 PM

To succeed in digital marketing today, businesses must be highly visible in online search results, including mobile. The ability to rise to the top of the ever-growing pile of information customers sift through on a daily basis has a direct effect on the bottom line. To position themselves optimally, businesses have undertaken SEO strategies and launched PPC campaigns; some have even hired search managers. 

This is all good, responsible marketing effort. So what’s the problem?

This straightforward approach may not be taking into account Google’s end game, that’s what.

Simply stated, Google’s algorithms are designed to locate and deliver not just any answer, but the best answer – the most CREDIBLE answer - in response to user search queries.

You understand the importance of telling your company’s story, and you have built your web site with that in mind. However, despite pouring SEO dollars into content optimization efforts, you are still probably missing a considerable slice of your potential customer base. 

Here's why:

If your SEO efforts have only focused on delivering content that is search relevant, you may not have considered whether your site itself is built to effectively guide the user to the answer they're looking for.  And that is a big miss. 

Everyone searches in a way that is unique to them. Search behavior, or behavioral intent, describes how people search for what they need, where they want to go, or what they want to know. Behavioral Intent is not scripted; it is not formulaic. It is a source of unfiltered information about what customers really want. 

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Topics: Research & Insights, Search

Macquarium Partners With CXPA's Insight Exchange to Bring CXM Bootcamp to Atlanta

Posted by Macquarium on Apr 7, 2016 10:27:30 AM

We are excited to be a part of the 2016 Insight Exchange (Atlanta) program this year, as an add-on event in partnership with AT&T Customer Experience and Storyminers.

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Topics: Customer Experience

The Business Value of Customer Empathy

Posted by steve.perry on Feb 19, 2016 2:11:26 PM

 

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The Most Valuable Word for Marketers in 2016 : USEFUL (How new behavioral economics research & user-centered design will impact your strategy this year)

Posted by Julie Hadden on Jan 20, 2016 7:11:59 PM

 

As we begin the new year, here’s a shout-out to a word that has held its own, humble and steadfast through all trendy buzzword storms. Let it lead us through the next 12 months as a guiding principle:

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Topics: User Experience, Digital Products, Digital Marketing, Customer Experience, Research & Insights, User Centered Design, Behavioral Economics

How to Plan and Run Customer Journey Mapping Workshops

Posted by steve.perry on Dec 7, 2015 10:26:47 AM

 

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Topics: Service Design, Innovation, User Centered Design

5 Techniques for Digital Product Innovation

Posted by steve.perry on Oct 20, 2015 6:15:20 PM

 

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Topics: User Experience, IT, Product, Customer Experience, Innovation, User Centered Design

6 Steps to Design Enterprise Applications for Adoption

Posted by carlos.pimenta on Oct 6, 2015 5:29:42 PM

 

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Topics: User Experience, IT, Adoption, Design, User Centered Design, Enterprise UX

A Goal Without A Plan Is Just A Wish

Posted by sharon.carter on Jul 8, 2015 4:25:21 PM

In my previous post on Object Oriented UX, I discussed defining objects from your requirements to create a modular system. Now lets look at how you can take those objects in conjunction with actions to create an interaction model that maps out the overall UX architecture. Thus creating a plan to achieve the goal of a better process to deliver exceptional products and services.

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Topics: User Experience, Digital Products, Research & Insights

Customer Journey Mapping

Posted by steve.perry on Jul 6, 2015 1:47:11 PM

 

Because Knowing is Half the Battle

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Topics: User Experience, Service Design, Customer Experience, Innovation, Research & Insights

Design Thinking Is Thinking Differently

Posted by steve.perry on May 13, 2015 2:32:22 PM

Think Different

When Apple exploded onto the scene with their iconic 1984 introduction to the Macintosh, they immediately cemented their reputation as an innovation-oriented firm that breaks from the status quo—disruptive and non-conformist in every way and ready to challenge established thinking head-on. This is not your ordinary company. This is not your ordinary product. This is, in fact, a revolution—a new way of thinking. They later said it more maturely in their 1997 Think Different campaign. One could troll about the bad grammar in comment threads on YouTube, but the message was clear: “The people who are crazy enough to think they can change the world are the ones who really do.” They think differently, and you can, too.

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Topics: Design, Customer Experience