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Finding the Right SEO Company for Your Business

Kristen Lindsey - Friday, September 25, 2015

So you are thinking that your site could and should get more traffic from search engines. Where do you start? Many businesses hire a dedicated SEO company to help them do so, but a quick search for agencies can make you feel immediately overwhelmed.

Why? Well, frankly the SEO industry has a reputation problem. You have probably received dozens of those SPAM emails saying your site is behind on rankings or that they did a test of your site and it was performing poorly. We also hear horror stories of businesses who spent thousands of dollars a month with some SEO company with no results to show for it.

There are typically two types of SEO firms - those that work within search engine terms of service (white hat agencies) and those that don’t (black hat agencies). There are also gray hat SEO firms as well; those who might be inexperienced or aggressively using SEO tactics to attempt to bring the desired results. When you work with an aggressive gray hat or black hat firm, it doesn’t mean that you won’t have results, but you do run the risk of your domain being penalized from the search engines for lack of compliance. Who can afford that to happen? And it isn;t as rare as it sounds. We’ve seen two or three cases right here in our local market where companies had to start their web presence over with a new domain name and new branding efforts - an expensive proposition.

So ruling out black hat operators and finding an SEO company that will provide stable, long-term results helps narrow down your choices. But how to do that?

Learn a Little About SEO

A little education about SEO goes a long way. You don’t have to know how to do it - but if you know enough to be able to understand how it fits in your marketing mix, then you are well on your way to finding an SEO outfit that can help. The Beginner’s Guide to SEO from Moz is a great place to start.

Is SEO Necessary?

Ask yourself - do I really need SEO? On the whole we find that for most businesses it is an excellent tactic, but did you know that for very competitive industries we have counselled clients not to bother? It is really all about your industry, your competition, and where we think you can achieve the largest ROI. If you hear a potential consultant or telling you that if you don’t do SEO you are ruined, then be wary. A more educated answer by potential practitioners about the “why” will give you a lot of information about their approach. There should also be discussion about the degree of SEO effort is a good fit for your business and your competitive niche on the Internet.

Ask Around!

Get references and case studies, or call some clients on the SEO company’s website and speak with them. Ask what is really good about the agency and also ask where they can improve. Find out what size companies they generally work with - you don’t want to be the biggest or the smallest. Talking to current clients give you a lot of information about whether or not the agency is a good fit for you, even if the company you speak to is a completely different sort of business.

Are They Black Hat or White Hat?

Ask about their philosophy and approach. You want to know if they will work within search engine terms of service. Also be wary of anyone who will guarantee rankings. This is simply impossible for any SEO agency to do.

Expect Transparency and Good Reporting

Get very concrete information about how the company will demonstrate results and make sure you are comfortable with their approach. Automated reports monthly with data overload will not tell you much. Custom dashboards, personalized status reports or regular meetings do.

Some specific things you will want to hear from a solid SEO agency:

  • They will ask about your business goals, marketing goals and target audiences
  • They will ask why you want to optimize your site
  • They will talk about building a keyword universe based on #1 & #2.
  • Efforts to integrate SEO efforts with other digital marketing channels such as pay per click advertising and social media will be made
  • They will talk about site infrastructure, on-page content, and the importance of a good user experience for your customers
  • There is a genuine brand behind the SEO agency’s online presence

Examples of things that should raise concern:

  • Guarantees of #1 rankings
  • Is their site or brand name no more than a city or state name + SEO? Is their site a cookie-cutter template that is copied across multiple areas of the country?
  • Is there a lack of transparency about who they are?
  • Tactics that involve “doorway” or “landing” pages
  • Link building strategies that focus on quantity over quality, link buying, or link exchanging
  • Do they generate pages or sites that are written for search engines and not people?

Finally, simply have a conversation with your potential agency and see if they are a good fit with your values and mission. Since SEO is an ongoing process, a good agency should be a partner you want to work with for the long term, so it is important that both your value systems are in alignment.

Well, good luck! We hope this article makes you feel a little more empowered to seek and find the right SEO practitioner to help you grow your business.


The Case for Responsive Design

Scott Thomas - Thursday, June 11, 2015

For some Alaskan businesses, the hype and news surrounding the Google Mobile Algorithm update and the fear of a pending Mobilegeddon may have caught them by surprise. While some organizations have already made the change to responsive web design, we know of many other sites functioning pretty well without any mobile friendly pages. In response to some recent conversations we've had with clients, here is a basic guide outlining why your business should consider making the change to a responsively designed website.

What is Responsive Design?

 From the all-knowing Wikipedia:

Responsive web design (RWD) is an approach to web design aimed at crafting sites to provide an optimal viewing and interaction experience—easy reading and navigation with a minimum of resizing, panning, and scrolling—across a wide range of devices (from desktop computer monitors to mobile phones).

1) Think About the User First.

Providing the answer to a question, or the product or service a person is looking for should be your organization's first priority. Many people in the U.S. are connected to the internet constantly, and moving between devices. If your site is not mobile friendly, and your competitors' sites are responsive, you are likely missing out on leads and customers. Can someone find your business on a mobile device and complete the conversion action(s) you are aiming for? Can your business afford to ignore 10% of your website visitors? 20%? 30%?

2) Searches on Mobile Devices have Exceeded Desktop Search.

Earlier this year, Google acknowledged that the volume of search queries on mobile devices exceed those on desktops in 10 countries, including the U.S.  You have probably noticed significant growth in mobile traffic -and while for some sites -that percentage may be 20% or less of your total website sessions (visits), not many business can choose to ignore or give mobile users a poor experience. A recent study by Nielsen noted that US adults spend more time on the Internet via Smart Phones.

3) Responsive Design is Preferred by Google (and better for SEO).

Since 2012, Google has recommended that websites use responsive design. While it's still a viable option for websites that use separate desktop and mobile sites, choosing such a set-up requires extra web development and content maintenance, as well careful SEO settings to highlight the two separate sites properly.

4) Flexible Formats that Adapt to the Device.

Responsively designed websites are fluid, and adapt the size of the screen. The templates used in responsive design are based upon screen size, not device. If a new technology is developed (or a new screen size) and the existing responsive templates don't work with the new device, one could update the templates for the new device(s).

5) Social Media: It's a Mobile First World.

The majority of social media consumption and sharing occurs on a mobile device. If one is attempting to share website content that isn't mobile-friendly, that will decrease the likelihood of your content being shared. Active social media campaigns can help bring in more mobile traffic, and get your website liked or shared on social media channels.

A Case Study: Denali Zipline Tours

Denali Zipline Tours This spring, we helped Denali Zipline Tours launch a responsive website. Previously, Denali Zipline Tours' site was a non-responsive site without any mobile friendly pages. Their site takes online reservations for their Zipline tours, so we can compare user engagement metrics and online ecommerce revenue for the first 90 days with a responsive design.

Comparing year over year data for this 90 day period, the Denali Zipline Tours website saw the following improvements from their mobile users:

  • 20% Reduction in Bounce Rate
  • Average Pages per Session Doubled
  • 28% Increase in Online Reservations
  • 114% Increase in Revenue

Google's Mobile Update: No Time to Panic

Scott Thomas - Friday, April 17, 2015

Starting on April 21st, Google will increase the use of mobile-friendliness as a ranking signal on mobile devices. This change may take days or weeks to roll out, it will affect mobile searches in all languages, world-wide. At this time, it's unclear if the impact will boost mobile-friendly pages or work as a demotion for non-mobile friendly pages, but the intent is to promote mobile-friendly pages up higher in the search results. While there are still some unknowns as to the impacts, we do know that website that are not mobile friendly will not be removed from the search results. 

It appears that the upcoming algorithmic change will not impact desktop search rankings. We also know that the mobile friendliness update will work on the page level, and run in real time. This means that after you update your site with mobile-friendly pages, Google will quickly see that and respond to the change (no long-lasting suppression or site-wide penalties).

Remember, Google's goal is to provide the most relevant search results to it's users. What can your business or organization do to adapt?

Assess your Website Visitors' Experience: What percentage of your website visitors are using a mobile device? For example, if only 20% of your visitors are on a mobile device, and those visitors have similar engagement as your desktop users, then perhaps it's not necessary to quickly develop a new responsive or mobile site. On the other hand, if you are a local, brick-and-mortar business, and you get 30% or more of your current web visitors via mobile devices, then it's likely vital to update your site to include mobile-friendly pages as soon as possible. 

  • For your website, what percentage of pages are visited by Google organic search visitors, from a mobile device?
  • Are these mobile users looking for specific information, such as map or location information?
  • Would it be possible to create a small sub-set of mobile pages, to give these users what they need?

Check and Improve your Mobile Friendliness: Even if you already have a responsively design site, or a combination of a mobile and desktop sites, it's important to do a mobile SEO audit and see if Google is actually serving your mobile pages. Test your site with Google's Mobile-Friendly Testing tool, and see what usability issues, if any, must be addressed. From Google Webmaster Tools, use the Google smartphone crawler to see if there are problems with crawling your site. 

Competition Level in your Niche: Finally, how well does your site stack up to your top competitors? Is your website the only one that isn't mobile friendly? If you are in a very competitive field, then use mobile rankings tools to discover the keywords that your competitors are out-ranking you for on mobile devices. 

Don't Panic, but Create a Plan: While some Internet marketers, designers, and domain registrar companies might be exaggerating the impacts of the upcoming change, it's important to make your site mobile-friendly in the near future. Google representatives have publicly stated that they expect the volume of searches from mobile devices to exceed the volume of desktop-based search during the 2015 calendar year.

If your users are primarily desktop-based, then perhaps you can wait until the next planned website redesign to incorporate mobile-friendly pages. Examine your situation closely by using your analytics data, Google Webmaster Tools, and the mobile friendly testing tool to determine the potential impact of the upcoming mobile friendly algorithm change. Once April 21st rolls around, keep a close eye on the volume of Google organic traffic (especially from mobile devices) and compare it to past performance.

Think about the mobile user first, their experience your website, and when you'll have the budget to update your site for mobile-friendliness. Perhaps you have overlooked those users, and you should update your website for mobile friendliness as soon as possible; but if the impact is low, then you might be able to wait.



My MozCon 2014 Highlights

Scott Thomas - Thursday, July 24, 2014

In what is becoming an annual tradition, I attended the annual MozCon conference on behalf of the Apokrisis team. The tag line for the conference was spot-on:

“Not your typical marketing conference.”

Once again, MozCon lived up to, and exceeded my expectations. After what felt like a bit of a slow start on Day 1, the presentations and speakers consistently presented exceedingly useful material. The topics continued to broaden out from SEO and inbound marketing; touching on public relations, social media, analytics, and PPC.  Given that many small agencies work on inbound marketing and PPC, I was very happy to see that topic given some attention this year. 

For this blog post, I'm summarizing 4 presentations that I thought were most relevant to Apokrisis and our clients. It was very challenging to narrow down my list to these 4, but each of these presentations touched on topics that I believe are on the horizon or were items that we have experienced first hand with our clients.

Rand Fishkin presented 5 Big Trends from the Last Year in Web Marketing

1. We May Be on the Verge of Regulation

Several trends in Europe and the United States indicate that regulation is on the horizon: the cookie law, the right to be forgotten law and legislation that was being developed in the U.S Senate this May. Google may have staved off regulatory action by their aggressive lobbying efforts (2nd largest in the U.S.).

2. “Inbound Marketing” terminology is losing ground to “Content Marketing”

Job postings using “inbound marketing” are down 46% and job posts using “content marketing” are up 90%

Inbound Marketing: Marketing based on earning attention rather than interrupting.

Content Marketing: Producing and promoting content to earn customers.

3. Google’s Penalties have taken a toll on spam, but hurt many businesses too.

Since 2012, website owners, marketers and publishers are now required to stay vigilant for spam that points to our sites, even if we didn’t create it. The pace of change and the onus on sites to watch their own backs creates job security for SEOs.

4. We are nearing the end of “SEO” as a job title.

1997 - 2010: “I’m an SEO”
2011 – Present: “SEO is part of my job”

5. Google is shortening the searcher’s journey. This may appear to hurt publishers, but the reality may be more complicated.

Instead of Google directing people to your website, the results page may pull and display content from your site, and answer the searcher’s query directly (and likely prevent them from leaving Google). Google is providing the quickest answer possible to feed an “addiction to search.” Increasing the number of searches conducted by users, this may be a way that Google is attempting to increase search activity. How do we combat this? 1) Diversify your traffic channels and 2) Become more important to Google’s searchers than Google is to your traffic.

Mobile SEO Geekout: Key Strategies and Concepts
Speaker: Cindy Krum

Google cares a lot about mobile. Mobile traffic is growing, and it’s expected that mobile traffic will surpass desktop very soon. Cindy reviewed how mobile SEO is different: algorithmic factors, strategic focus, and technical considerations. Technical issues with mobile SEO include: crawler confusion, inefficient crawls, domain errors, and problematic indexing.

Mobile usage has grown faster than Google expected. It’s expected to surpass desktop usage very soon (later in 2014 or in 2015). With desktop traffic (and searches) flattening out or declining, you will miss out if you ignore mobile.

Mobile search rankings are very different than the desktop experience. There is much less room above the fold, so it’s imperative to rank high (top 2 positions), otherwise, you won’t be seen. It’s important to note that branded searches are much more common on mobile, and a branded search often triggers a drop down option with additional links to your site. Have you checked those links in the search results? Audit these branded searches on mobile and test your landing pages. 

There are also many more universal-style results on mobile (images, video, news, etc.). These often look great and encourage users to touch them. Does your site make use of images, video, and/or news for greater visibility on mobile devices? 

Technical considerations are critical for mobile. Audit your mobile site and focus on errors and speed. While Google has publicly supported responsive design, it is often a slower performer on a mobile device, which can be problematic. To improve your mobile performance, make use of Google Pagespeed and the Chrome plugin to find recommended efficiencies. Remove unnecessary code for mobile, minify all (images especially), and consolidate round trip requests. 

Considering the user experience, keep in mind that social and mobile are “twins.” So maximize social sharing opportunities on mobile. Also consider designing your sites for mobile first, and then consider the design for tablets and desktops.

Bad Data, Bad Decisions: The Art of Asking Better Questions.
Stephanie Beadell

Bad data from surveys can waste resources that can compound problems. It’s important to write better survey questions and be more critical of surveys you see published online. When creating your questions, ask them on a 5-point or 7-point scale. This approach gives a better idea of sentiment. If you rely upon yes/no answers, you miss out on much of the story. 

Secondly, break down big concepts into tangible pieces. When asking for feedback on a product or service feature, break them out against a 5 point scale.

Compare your answers across questions, and use segmentation. This is where you may start to see the correlations you are looking for. Beware of bias and try to avoid priming your audience. Be careful of the tone of your survey, the order of your questions (make them random), and be mindful of stereotypes, and how they can change answers.

For those sensitive questions, save them for the end of survey, after you have built trust. Use ranges for demographic information. To help avoid boredom, set expectations up front, and show their progress in completing the survey.

You are so Much More than an SEO
Wil Reynolds

As someone who is proud of being an SEO and Inbound Marketer, Wil’s presentation was a breath of fresh air. I’ve felt the frustration of client’s wanting to see optimized pages, efforts to improve local search, etc. and not focusing on their customers’ experiences. Will reminded all of us what’s most important – the customer’s experience. If SEO gets searchers to a dead end on the first step of their journey, there is nothing to celebrate. It’s time to think about the Search Users Experience (#SUX). Do we care about the person after they click your result in search? 

Instead focusing on SEO tactics, focus on delivering a holistic, end-to-end strategy. Don’t get pigeon-holed and stop being the custodian (expected to clean up everyone’s mess/mistakes). Instead of allowing the focus being on outputs (creating content, optimizing pages, getting links, etc.) shift the focus on business outcomes. As a marketer, shift your focus on making the clients’ customers happy. 

Focusing on the searchers’ user experience requires social media. Relationships are fragile and multi-touch – are you willing to fix that experience? Show that you genuinely care about the customer and really help them out (even if it doesn’t directly mean a sale). Social done wrong is why clicks don’t turn into customers, but social done right makes every channel more profitable. 

I won't attempt to summarize all of Wil's excellent presentation here. The key takeaway for SEOs is to shift the focus on the searchers' user experience. Are you focused on real business outcomes or celebrating first steps? 


A week after the conference, I'm still reviewing and trying to digest my notes and the speakers' slide decks. All of the speakers provided valuable information. Some of the presentations were absolutely mind-blowing. The opportunity to visit with my peers was invaluable (and fun) as well. I'm looking forward to sharing what I've learned with the Apokrisis team and our clients as well.  

If I had to summarize my whole MozCon experience into a brief list of takeaways, this is what I came away with:
  1. Be more than an SEO, think critically about your Internet marketing and the customers’ journey.
  2. Use data and analytics to tell a story.
  3. Use testing (A/B tests) and surveys to test and measure your efforts (and make sure you are using good data). Learn from the past efforts and improve upon them!

Adapting to Keyword Data Not Provided

Scott Thomas - Tuesday, September 24, 2013

Google has begun a major shift to encrypting all non-paid (organic) search activity, while continuing to provide keyword data for ad clicks. Within Google Analytics (or other Analytics platforms), this query data was lumped into the (not provided) segment. Anyone involved with online marketing or tracking their website performance with Analytics is likely well aware that this segment of "not provided" keyword data has been growing. Google has confirmed that it has begun shifting all searches to encrypted search, and many marketers have noticed a huge spike of (not provided) this month (Sept. 2013). 

A Brief History of Not Provided

Since October of 2011, Google began encrypting search queries for people who were logged into their Google Account. Initially, Google stated that the percentage of keyword data lost to marketers would be in the single digits. Over time, more searches were encrypted, including search boxes & from the Address/URL bar of the Chrome, Apple's Safari browser in iOS6 and Firefox browsers. Marketers began to track the percentage of not provided and finding ways to adapt to the situation.

The Shift from Tracking Keywords to Landing Page Performance

Given the increasing percentage of not provided keyword data since 2011, the quality of the remaining keyword data from Google organic search has been questionable at best over the last year or so. Instead of evaluating your site's Google organic traffic via the associated keyword data, it's time to shift your tracking to a landing page metric. Based upon the landing pages of your site's visits from Google organic traffic, one can infer the type of keyword phrases that were likely used to find each landing page. 

Other Options for Adapting to Not Provided

Fortunately, Bing still passes on the keyword data for organic search visits. Bing also provides a very high quality set of Webmaster Tools, complete with keyword research tools and SEO recommendations. Unfortunately, due to their small market share, gleaning data for small niche markets can be difficult. 

Since keyword data is still passed onto advertisers, one can use Google AdWords to acquire paid keyword data through CPC advertising. One can measure impression and click through data for a variety of branded and non-branded keywords, and track a site's progress over time.

Google Webmaster Tools provides data on the search queries, impressions, average position, and click data for your website. Currently, Google provides 90 days worth of data, but plans to provide up to one year of historical data in the near future. 

Time to Think Beyond the Keywords

In many ways, Google is pushing online marketers and website owners to think beyond the keyword and trying to rank well. If you are not already, it's time to focus on what really matters: the entire experience of your users. Can they find what they are looking for on your website? Are you providing unique, remarkable content to hold their attention? Will they keep your business in mind when they consider all their options? 

While I don't buy Google's arguments of protecting users' privacy by withholding organic keyword data while providing keyword data for paid ads, that's the world we live in now. 

MozCon 2013: Reflections and Takeaways

Scott Thomas - Friday, July 12, 2013

For the second year in a row, Apokrisis has sent me to MozCon, an annual conference focusing on SEO and Inbound Marketing in Seattle. Over the three days of sessions and networking opportunities, I was exposed to a huge volume of excellent information. I will not attempt to completely summarize every day, but pick out some my personal highlights. Overall, I felt that over 80% of the presentations ranged from Great to Awesome (paraphrasing the categories from post-conference survey here).

Day 1

The day started with Rand Fishkin providing an excellent review of current situation and the top five trends to watch for in SEO and marketing in the coming year. Richard Baxter demonstrated a method to target top influencers in a field, and Avinash Kaushik wowed the crowd with an entertaining and energetic presentation on how to Simplify Complexity for Higher ROI. Afterwards, I was lucky enough to thank him for the presentation and for my experience with his Market Motive Analytics course last year (yes the class is absolutely awesome and you should take the class if you work with web analytics). Among my personal highlights and takeaways from the afternoon sessions included actionable tactics for link building, the imperative to make everything mobile friendly, and a summary of the Moz SEO Ranking Factors 2013 survey and correlation study.

Day 2

Day 2 started off with an excellent presentation by Phil Nottingham on Video Marketing Strategies – Phil provided everything one needs to get started on utilizing video in online marketing strategies. Joanna Lord’s presentation on Customer/Brand Loyalty followed up on the importance of building your brand, which I felt was one of the overall themes & takeaways from the conference. Other excellent presentations covered eCommerce SEO, relationship building, optimization and testing, dealing with the loss of keyword KPIs, local search, and the future of user experience. 

Day 3

Rand Fishkin: MozCon 2013

For day three, there were many excellent presentations, but I will focus only on three that felt the most critical to me. Dr. Pete Meyers presentation on the future of rankings was a startling wake up call that if all you know is where you rank, you don’t really know anything. Eyeballs and attention are being kept on Google whenever possible (many answers often provide directly or in the Knowledge Graph). Of the 10,000 SERPs that they track for the

MozCast, only 15% have no rich information. Said another way, only 15% in this sample are in the generic “10 Blue Links” format.

Wil Reynolds knocked it out of the park (again!) in his presentation “The Internet Hates Us. Can RCS Change That?” If you are unfamiliar with the RCS term, check out the Real company stuff… It’s a struggle slidedeck from Wil’s presentation at the 2012 Mozcon. My key takeaways from the presentation were: respecting other disciplines, get out of the SEO echo chamber, create things that add value for the long term (build the brand); and most importantly – learn to do these things before other agencies learn how to do SEO and Inbound Marketing better.

Rand Fishkin brought it all together for me with “The Secret Ingredients of Better Marketing.” The key takeaway for me was the value of being transparent, honest, authentic, open & generous. To paraphrase a key point: if all you do is mimic your competitors, then you’ve already lost. 

The other speakers on day 3 were excellent as well, but for the sake of brevity, I’ll end my day 3 summary there. 

My Personal Takeaways for SEO and Inbound Marketing

Scott Thomas with Roger

The shift is on at Google and Bing to entity based search, and those of us in the search marketing industry must pivot accordingly. Building brands and authenticity will be critical to establish visibility across a variety of channels. I was inspired by the strategic emphasis at the conference and I hope to put what I’ve learned to use in the coming year. Thanks again to Moz for putting MozCon together and the shining examples of leadership displayed by the speakers. I cannot wrap this up without mentioning that a huge benefit of the conference is the opportunity to meet so many great people in the industry, from all over the world, no less! 

Spending time in Seattle is another highlight as well - great food, coffee, sightseeing, and culture. A heart-felt thank you to Moz for another great conference. I plan on going back in 2014! 

Other MozCon 2013 Resources

Google AdWords Enhanced Campaigns Update

Scott Thomas - Thursday, February 14, 2013

Google AdWords has begun a major update/upgrade known as Enhanced Campaigns. These new campaigns are being promoted to simplify and reduce the number of campaigns within an AdWords account. The changes within the new Enhanced Campaigns are in response to new reality that many people are connected to the Internet, wherever they go, via multiple devices (smart phone, tablet, or laptop/desktop). Along with this change, one can argue that the line between "online" and "offline" activity is blurring.

Marketing in a Constantly Connected World

Billions of searches are being conducted on all devices, these searches indicate when people are searching for location, general information, or a way to find the solution to a need or problem. Google indicates that mobile searches often provide advertisers the opportunity to better understand the context and intent of the user. In addition, multi-screen users often begin a search on mobile or tablet, and then follow up later on a PC.

Given the wide variety of devices and campaign strategies to target various devices and locations as separate campaigns, a business running large and extensive PPC advertising program could end up creating dozens of campaigns target devices and people differently in the current AdWords system.

The Benefits of Enhanced Campaigns

Powerful Bidding: improvements that allow one to manage bids seamlessly across locations, times and device types. For example, a business could bid higher for searches that are conducted on a smartphone, nearby a store, during the times that the store is open.

Smarter Ads: that are optimized for varying user contexts. One can show the right ad, site link, app or extension based on user context and device capabilities. Example: Different sitelinks can be shown to highlight special offers during specific days or times, and according to device type. So perhaps a restaurant will show special offers for specific days to coincide with slow and/or busy times. 

Advanced Reporting Metrics: advertisers will immediately have access to detailed call reporting with free Google forwarding numbers and conversion metrics. New conversion types will include phone calls and digital downloads.

What will Change for PPC Advertisers?

Fewer Device Targeting Options: Desktops, laptops and tablets are being grouped together as one group and mobile devices will grouped together as another group/device segment. All devices within these different segments must be targeted, there will be no more targeting (or "opting out") by a specific device (i.e. iPad only campaigns) or device type (no way to opt-out of all tablets, for example). 

  • Mobile devices will be targeted by default in the new Enhanced Campaigns. PPC managers can raise or lower bids based on the mobile device type. Apparently, one can also eliminate mobile device advertising by dropping the bid amount to -100%, but one cannot create a "Mobile Only" campaign. Tablets and PCs could be heavily de-emphasized by negative bids.
  • Targeting by separate operating systems will no longer be available. 

Sitelinks at the AdGroup Level: The additional sitelinks that can be placed at the bottom of text ads will be set at the AdGroup level, with improved tracking and reporting features. Also, the sitelinks can be changed according to time of day or device type. 

More Bidding Options/Settings: Default bids will be set at the desktop/laptop/tablet level. PPC managers will be able to increase or lower bids based on device, location and time. The multitude of bidding options will be extensive for large campaigns.

Calls & Digital Downloads to be Counted as Conversions: Advertisers will be able to count generated calls from a campaign, over a certain duration, as a conversion. Digital downloads will also be available for goal/conversion tracking.

Increasing Mobile Adoption: The rollout of Enhanced Campaigns will push more advertisers to including mobile devices in their PPC campaigns (many may not realize that mobile can be heavily de-emphasized with lower bids or eliminated with "-100%" bids). More websites will likely be forced to adopt responsive or mobile sites to target more devices and people more effectively.

Timeline for Rollout: Advertisers are beginning to receive notifications that Enhanced Campaigns are available now, and all campaigns will be upgraded in June of this year. 

What do PPC Managers and SEM Experts Think?

The reaction has been mixed, with many pros and cons debated within the community. While the new campaigns may be easier to manage in the long-term, or simply reduce the number of campaigns, many people in the Search Engine Marketing community agree that the conversion will require a great deal of time and work. The lack of control over device targeting frustrates some managers and large advertisers, but many also feel that it will make campaign management easier for small and medium sized businesses.

 is the Search Marketing Manager at Apokrisis.

Content-Centric SEO Strategy

Scott Thomas - Thursday, January 24, 2013
Today, I would like to review our approach to SEO for our clients here at Apokrisis. 

What is a Content-Centric SEO Strategy?

Online Marketing: Content, SEO & Social Media

A content-centric SEO strategy involves making a business or organization's website the central core for inbound marketing and engaging with visitors. The website should be the primary location for creating new and engaging content through blogging, news pieces, articles, photos, videos, and so on. From this central core, the content can be shared via social media.

Invest in Your Brand: Dont' Chase the Algos

Search engines are becoming very sophisticated and are rewarding websites that are working to build up their brand. Attempting to chase the latest tricks or means to game the system are not worth the risks and are counter-productive. As mentioned by Google reps in Congressional hearings, Google made 516 updates in 2010, and over 13,000 updates were tested. Given Google's constant testing and updating cycle, trying to chase the latest algorithmic change is fruitless and risky. A social media or link building scheme that a competitor is using may be working today, but it's likely that eventually, the effectiveness of such schemes will fail.

Share and Engage via Social Media, but your Website is the Foundation

We believe the foundation to you online success is building and owning your content. Engaging your fans, site visitors, and customers through social media is important, but don't expend all your time and energy where your content is not truly yours. Are you sending people to your website or blog or only referring to your presence on Facebook or another social media site? Engagement via social media can be extremely useful, but don't forget to encourage people to visit your website, and consider what you have to offer. Trying to use social media as an acquisition source of new customers is impractical for many small businesses. We encourage our clients to work on their foundation first - their website - and then as resources allow, engage with the social media channels that make sense for them.

Slow and Steady Wins the Race

Our experience with SEO and inbound marketing indicates that a long-term investment in developing your brand and quality content is the most sustainable approach. Plan for a five year return on you investment in your online marketing efforts; build your brand and don't be blinded by today's rankings or the latest get-to-the-top-quick schemes that may come along.

is the Search Marketing Manager at Apokrisis.

The Google Penguin Update: Penalizing Webspam

Scott Thomas - Monday, May 21, 2012

Nearly a month ago, on April 24, Google announced that they were updating their results with a new algorithm specifically targeting webspam. Typically, when it’s a large algorithmic change, the update is given a name, and this one has been dubbed Penguin. In particular, the Penguin update targets and penalizes sites that are violating their quality guidelines. While Google won’t divulge the particular factors that may cause a site to be penalized, there are some clear trends:

  • Some sites targeted by Penguin received warnings through Google Webmaster Tools.
  • This update penalizes sites that appear to be engaged in link spam. In short, purchasing or exchanging links for the purposes of ranking better/higher in the search engine results. In the past, Google was discounting the value of the links and penalized the sites that sold links.
  • If a site has a high percentage of links that use a small number of anchor text links that focus on a commercial product or service, such as 'Alaska cruise', then it’s likely the site will be hit by the Penguin penalty.
  • If a site drops out of the top ten results when one searches for the brand name, then it’s likely the site has been penalized.

If you have a site that has survived the Penguin update and other recent algorithm changes, such as the likely discounting of links from low-quality free directories, you are not out of the woods just yet. Link schemes of any type and unnatural 'over-optimization' are in the cross hairs of the Google webspam team. If you have participated in link building schemes, it's your site's best interest to actively remove these obviously unnatural links.

As white hat SEO practitioners, we support Google’s efforts to penalize and/or remove sites that participate in link building schemes. In the long run, high quality, genuine content will produce more satisfied website visitors than chasing the latest way to game the search algorithms.


Photo Resizing Alternatives to Photoshop

Kristen Lindsey - Tuesday, April 10, 2012

One of the biggest challenges some of our clients face is resizing photos and optimizing them for their website. When there is not a Photoshop jockey on staff, this can to some be a daunting task. At the same time, adding freshness to your site with new photos is a critical way to keep your site active and alive.

We have not used all of them, but here is a list of tools that we have been looking at:

  1. PIXresizer
  3. FastStone (Windows only)
  4. ImageOptimizer

Here is another great article on services that resize and compress images - the two critical tasks for making images web ready.

Has anyone used some of these? Thoughts? Reviews? Let us know!