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Star ratings, also known as schema ratings, can have a big influence on buying decisions.. Maybe you’ve seen them on a Google search or on Amazon. When people see those stars, it attracts their attention, especially when it’s a high star rating. Beyond that, Google has said that schema ratings and other structured data may influence the ranking... [Read more]

Selena Blue says, “At the heart of every test or optimization effort should be an informed hypothesis. However, best practices can lead us astray. So where can marketers find inspiration for their next experiment? The answer often lies with our customers. This week, our sister company MarketingSherpa has a team of reporters at the Internet Retailer... [Read more]

Winston Burton says, “With the rise of SEO platforms and enterprise-level technology, we are drowning in a sea of SEO data, with a lot of information right at our fingertips. But are we really getting a true and accurate picture of our SEO performance? As marketers, we pore over data all the time — but in order to glean meaningful insights,... [Read more]

Andrew Dennis says, “Securing real links requires outreach. No matter the site, industry or audience, the only way to earn worthwhile links is through some form of human-to-human communication. Google is continuously improving its ability to detect spammy tactics, reducing the efficacy of manipulation and increasing the power of editorially given... [Read more]

Patricio Robles says, “Professional sport is a multi-billion-dollar business and in the past several decades, brands have become an inseparable part of the market. Numerous brands, from Nike to Red Bull, can even attribute much of their success to aligning themselves with the right sports, leagues, teams and athletes. The marriage between brands... [Read more]

Bill Sebald says, “There’s no shortage of advice on the Internet. This holds especially true in digital marketing; after all, we’re the folks who came up with “content is king,” right? If we weren’t the inventors, we clearly co-opted it. I’ve been wanting to write a piece that takes us back to the roots of digital marketing.... [Read more]

Regina Love says, “When you go to a restaurant and your customer experience before the meal arrives is terrible, you’ll most likely refer to that restaurant as being terrible, even if the meal was amazing. Customer service has the power of leaving a bad taste in your mouth. Customer service and marketing now work together more than ever. At... [Read more]

Ben Davis says, “I was privileged to hear Avinash Kaushik speak at Syzygy’s excellent Digital Innovation Day last week. Avinash discussed some of his favourite mobile experiences. Here are 12 of them. 1. Hilton HHonors app: check-in and digital key The Hilton HHonors app allows users to check in and check out, pick a room, pick a floor and,... [Read more]

Greg Sterling says, “Yesterday, Pinterest announced a relationship with Oracle Data Cloud to measure the company’s impact on in-store sales. Oracle owns Datalogix, among other martech brands. Along with the announcement, Pinterest also publicized the results of a study that “measured in-store sales for 26 Promoted Pin campaigns across major... [Read more]

Pamela Vaughan says, “Visual content is in high demand. Just about every piece of content you create can be enhanced by some kind of visual element. In fact, content with relevant images gets a whopping 94% more views than content without relevant images. And in social media, visuals pretty much make or break your presence. According to Buffer,... [Read more]

Jeff Rajeck says, “In a recent Econsultancy report, marketers rated ‘increased customer lifetime value and loyalty’ as the most important benefit derived from understanding the customer journey. But how does this work in practice? What are brands doing in the real world to increase customer loyalty? To find out, Econsultancy invited... [Read more]

Peter O’Neill says, “Lead-to-revenue management automation player Marketo has certainly been in the news recently. First, in May, it held its annual Marketing Nation Summit in Las Vegas and announced plans to provide a marketing automation system, powered by a new architecture, which will enable marketers to engineer a great customer experience... [Read more]