The Macquarium Blog | Search

Using Social Signals for Search

Posted by Sarah Sadd & Rebecka Wilson on May 16, 2017 9:05:00 AM

Earn the top spot on page 1 of Google search results and you’ve got yourself a competitive advantage. The top 3 positions on page 1 of Google search results account for 54% of clicks, with a 31% click through rate for the top spot. If you’re at the top, you can be sure your competitors will be coming for you, doing all they can to get a better position on the page while knocking you off the top spot. Mastering organic and paid search to improve online conversion is a marathon, not a sprint.  But what if you could get there faster – and secure your position more effectively? 

 

HubSpot’s State of Inbound 2017 report reveals that the biggest priority for 61% of marketers is growing SEO and organic presence on the web. And this isn’t just a priority for U.S. marketers – it was listed as the top priority across all surveyed geographical regions: North America, Australia & New Zealand, Asia, Latin America, Europe, Middle East, and Africa.

 

Being relevant in search has been a priority for brands and marketers since Google became a thing, but search is a constantly changing landscape. One survey respondent for the State of Inbound 2017 summed up the primary challenge: “Google makes a lot of changes to their search algorithms, and it impacts websites and SEO.”

 

To be relevant in search results, you need the structurally sound foundation of a high performing, well-architected website with relevant content, but you must also move beyond the foundation. Gone are the days when a strong website presence alone would guarantee you top page rankings. Now, to ensure you have a presence when and where your customers hang out online, you need a strategy that spans the digital ecosystem: engaging, relevant content amplified on a variety of social sharing channels.

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Topics: Digital Marketing, Search, Branding, SEO, Social, Marketing Strategy, SEO strategy, Digital Strategy, Content Marketing

Four Reasons to Think Search First

Posted by Julie Hadden on Jun 8, 2016 12:39:15 PM

Our last post introduced the concept of Search First: optimizing your customer experience by combining search data and UX strategy from the very start of your website design/re-design effort. The feedback was great – and there were a few “I’ve not heard of this before” conversations. 

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Topics: Research & Insights, Search

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