Branded query optimization for SEO

May 05, 2016

In SEO, our daily job is to spot opportunities and capture them. This is often achieved through technical improvements, page optimization and content development and distribution. The leading edge of our success is often judged by rankings achieved — specifically, rankings achieved for non-brand phrases.

Spotlight

INTRODUCTION Recently, companies have discovered that social media analytics is crucial, especially for customer feedback and building goodwill. The analytics allow marketers to identify sentiment and detect trends in order to better accommodate the customer. There have been significant examples where companies, such as the airline industry, have used such analytical tools to reach customers based on feedback received. Marketers aren’t the only ones thinking about social media analytics. Despite the difficulties in analyzing social media, law enforcement has realized there is a wealth of free public information floating around on social media sites with the potential to aid in investigation and crime prevention. While companies are mainly interested in what social media has to say about their brand and their products, law enforcement agencies have two challenges in collecting and analyzing social media data that are unique to their goals. First, they are not always sure what subjects and key words they are looking for. Much of the intelligence in the data must be developed up front in order to determine what to search for in say, the Twitter stream. Second, they are restricted to “publicly” available social media data. They must be able to gather the data anonymously and without authentication tokens that require user approval. In this paper, we will outline the concept and execution of two social media analytics applications that use SAS to address law enforcement issues. The applications incorporate social media in very different ways. The first is as an investigative tool to find social media related to specific people. Using an adaptation of our Social Network Analysis (SNA), we present Facebook and Twitter searches of multiple suspects in an easily digestable form for the analyst. The second application focuses on monitoring social media across a much broader spectrum, looking for the proverbial “needle in a haystack”. In this example, we show how to collect and analyze historical Twitter data to try to understand precursors to dangerous activity at events, such as riots at concerts or flash mobs.


Other News
MARTECH

ChannelAdvisor becomes ‘advanced partner’ with Amazon – here’s what it means

ChannelAdvisor | August 26, 2022

ChannelAdvisor Corporation (NYSE: ECOM), a leading provider of cloud-based e-commerce solutions, today announced it has earned Advanced Partner status within Amazon’s Advertising Partner Network, a global community of agencies and tool providers that help advertisers achieve their business goals using Amazon Advertising products. The Partner Network enables partners to further develop their capabilities, engage more deeply with Amazon Advertising and grow their businesses. Advanced Partner status within the network is granted based on demonstrating expertise, engaging with Amazon Ads and delivering results for advertisers. This achievement qualifies companies for added benefits, including access to select beta programs, tailored training on campaign strategies and new product releases. “Amazon Ads is a key way for brands and retailers to reach today’s consumers,” said Link Walls, VP Digital Marketing Strategy at ChannelAdvisor. “Amazon Ads is a key way for brands and retailers to reach today’s consumers,” said Link Walls, VP Digital Marketing Strategy at ChannelAdvisor. “We were privileged to join the Partner Network when it launched last year and this recognition reinforces the strength of our ongoing partnership with Amazon. As an Advanced Partner, we are able to provide the support brands and retailers need to drive growth.” About ChannelAdvisor ChannelAdvisor provides brands and retailers with the ability to boost visibility and increase sales using Amazon’s full suite of advertising opportunities. Whether using advance automation features or working with digital marketing experts, ChannelAdvisor customers benefit from both experience and technology to find success on Amazon. To learn more, visit https://www.channeladvisor.com/amazon-advertising/

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CMO STRATEGY

Tiger Pistol Hires Industry Veteran Sarah Cucchiara for Newly Created Role

Tiger Pistol | September 02, 2022

Tiger Pistol, the leading collaborative advertising platform that delivers local activation at scale, recently named Sarah Cucchiara, VP, Partner Strategy; a new role in the organization designed to support Tiger Pistol's expansion efforts and implement growth strategies ensuring long-term client and partnership satisfaction. For more than two decades, Cucchiara has worked with large national companies and local small businesses to develop cross-channel marketing and advertising programs that drive results. With experience in B2B and B2C, across multiple industries, Cucchiara developed strategies, campaigns, and tactics to optimize budgets and resources to meet each company's goals and objectives. "Sarah adds immense value to the Tiger Pistol team, bringing extensive experience in digital advertising, cross-channel approaches, and veteran thought leadership," said Paul Elliott, CEO of Tiger Pistol. "Sarah adds immense value to the Tiger Pistol team, bringing extensive experience in digital advertising, cross-channel approaches, and veteran thought leadership," said Paul Elliott, CEO of Tiger Pistol. "Sarah has shown time and again to be an essential part of any team she is on. Her highly-strategic and goal-oriented mindset allows her to address clients' goals and implement partner strategies to ensure long-term client and partner success." At Tiger Pistol, Cucchiara will use her expertise to deepen and expand key partnerships, develop strategies to leverage partners in new ways, and implement strategies demonstrating the value in, and performance from, the Tiger Pistol Collaborative Advertising Platform™ to secure client retention and loyalty. "A number of my past roles have traditionally placed me in the buyer's seat," said Cucchiara. "My role at Tiger Pistol offers a unique opportunity to bring this different perspective to the team. Tiger Pistol has seen much success in 2022, and it's important that we leverage this success in our growth efforts as much as in our client retention efforts. This starts with bridging the sales and marketing and client management departments to develop and implement strategies that enhance partner relationships, show value long-term, and grow our client base." Prior to Tiger Pistol, Cucchiara served as SVP of Channel Marketing Strategy at BrandMuscle, a leading TCMA provider, where she worked with clients to optimize their local channel marketing programs to better activate partners on behalf of brands. Sarah's experience has been both client and agency-side for brands like Hallmark, Helzberg Diamonds, Purina, GE, Diageo, Chase, and Nationwide Insurance. About Tiger Pistol Tiger Pistol, the most award-winning collaborative advertising platform, makes high performance social advertising simple and scalable for clients and their partners, removing the barriers to customer acquisition, sales growth, and partner loyalty. Tiger Pistol's Collaborative Advertising Platform™ utilizes advanced technology and automation to unite enterprise brands, resellers, or agencies with their partners to acquire and engage new customers within their local communities. As a Meta (formerly Facebook) Business Partner, Tiger Pistol is the largest third-party publisher of collaborative social ads in the world, supporting clients in 22 global markets with more than 700,000 campaigns published annually. Learn more by visiting TigerPistol.com, or following on Twitter, Facebook, or LinkedIn.

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MARTECH

D&H Distributing Offers Microsoft Surface for Business Devices to Partners

Microsoft D&H Distributing, Microsoft | July 27, 2022

D&H Distributing is set to begin offering the Microsoft Surface for Business portfolio of devices to its channel partners. D&H will provide the portfolio of devices including Laptop 4, Laptop Studio, Laptop Go 2, Pro 8 and Pro 7+. The portfolio also includes Pro X, Go 3, Duo 2, Studio 2 and Hub 2S. Along with Microsoft 365, these devices will play a major part in the distributor’s new modern solutions initiative. The strategy helps channel partners better deliver end-to-end, cloud-based software, hardware and services to a range of end-users. Jason Bystrak is D&H’s vice president of modern solutions “D&H is thrilled to add Microsoft Surface for Business, elevating our line card with this industry-leading computing solution for a range of verticals,” said Jason Bystrak, D&H’s vice president of modern solutions. “D&H is thrilled to add Microsoft Surface for Business, elevating our line card with this industry-leading computing solution for a range of verticals,” he said. This gives D&H channel partners a “compelling” option for providing a suite of devices and accompanying MSP offerings, Bystrak said. D&H is helping its partners grow their practices toward more midmarket opportunities. D&H’s Ongoing Focus on Work from Home, Business Continuity The addition of Microsoft Surface for Business devices is essential to D&H’s ongoing focus on work-from-home and business continuity. It supports the evolving needs of the market as the hybrid workplace continues to take shape. D&H said these Microsoft devices provide a new offering for its partners in target markets such as education and health care. The distributor will offer the devices in conjunction with the Microsoft 365 solution as part of a bundle. It will deliver the bundle through a monthly subscription. This allows companies to assign IT expenses to their operational budgets, as opposed to the capital budget. That provides a more economical way to maintain an updated computing environment. In addition, it plays into D&H’s ongoing built for growth initiative, which continues to bring new opportunities and options to promote its partners’ expansion and profitability. D&H’s Success Path to Cloud D&H will fold content around Microsoft Surface for Business into its Success Path to Cloud program. This gives partners resources, training and support to help them create a successful managed services practice that incorporates cloud solutions. D&H will bundle white-glove and deployment services along with sales of the Microsoft devices to support solution providers as they deliver this technology on site at school, medical or other facility campuses. Jason Jones is Microsoft‘s senior partner development manager for Microsoft Cloud. “D&H has an upstanding reputation built on supporting its partners and developing their businesses, helping solution providers take advantage of high-performance computing as part of a richly functional, cloud-enabled workplace,” he said. “As the market continues to get more complex, involving different degrees of hybrid infrastructures, we’re glad to extend our relationship with D&H to include our flagship Microsoft Surface for Business devices.”

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CHANNEL PARTNERSHIPS

Alchemer Expands Partner Program Giving SaaS Providers, Market Research Firms, and Resellers Unique Offering to Drive More Business

Alchemer | September 29, 2022

Alchemer – a global leader in Customer Experience (CX) and enterprise feedback technology – announced today the launch of its expanded Partner Program. The program provides SaaS vendors and market research firms with new revenue streams, differentiated offerings, and additional features and functionality for their products and services. Traditional resellers can also leverage the Partner Program by adding Alchemer’s software to their portfolios. Only Alchemer offers partners the unique “Experience-in-Context” capability, which allows SaaS providers to directly enrich business processes and data with customer and employee feedback – all within the context of their solutions. By easily integrating Alchemer survey and customer feedback software into their software products, SaaS providers can extend their offering to deliver “Experience-in-Context” of their solutions. The Alchemer Partner Program also provides a great way for market research and consulting firms to leverage their unique methodologies to drive more business. Their expertise and intellectual property, combined with Alchemer’s market-leading software, allows them to extend and monetize their services. An Alchemer partnership strengthens these firms’ competitive positioning by capitalizing on their proprietary expertise. “We are excited to launch the expanded Partner Program,” said David Roberts, CEO of Alchemer. “We are excited to launch the expanded Partner Program,” said David Roberts, CEO of Alchemer. “In today’s business environment, every organization is looking to grow customer and employee loyalty and retention. This is best achieved by directly engaging customers and employees, and we help our partners do that best by leveraging their products, methodologies, and expertise to deliver ‘Experience-in-Context’ to their customers.” About Alchemer Alchemer offers the world’s most flexible feedback and data collection platform, with twice as many question types and a low-code design that allows innovative thinkers across organizations to solve real business problems cost-effectively. Alchemer serves more than 13,000 global customers, including many Fortune 500 companies. For more information about Alchemer visit www.alchemer.com.

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Spotlight

INTRODUCTION Recently, companies have discovered that social media analytics is crucial, especially for customer feedback and building goodwill. The analytics allow marketers to identify sentiment and detect trends in order to better accommodate the customer. There have been significant examples where companies, such as the airline industry, have used such analytical tools to reach customers based on feedback received. Marketers aren’t the only ones thinking about social media analytics. Despite the difficulties in analyzing social media, law enforcement has realized there is a wealth of free public information floating around on social media sites with the potential to aid in investigation and crime prevention. While companies are mainly interested in what social media has to say about their brand and their products, law enforcement agencies have two challenges in collecting and analyzing social media data that are unique to their goals. First, they are not always sure what subjects and key words they are looking for. Much of the intelligence in the data must be developed up front in order to determine what to search for in say, the Twitter stream. Second, they are restricted to “publicly” available social media data. They must be able to gather the data anonymously and without authentication tokens that require user approval. In this paper, we will outline the concept and execution of two social media analytics applications that use SAS to address law enforcement issues. The applications incorporate social media in very different ways. The first is as an investigative tool to find social media related to specific people. Using an adaptation of our Social Network Analysis (SNA), we present Facebook and Twitter searches of multiple suspects in an easily digestable form for the analyst. The second application focuses on monitoring social media across a much broader spectrum, looking for the proverbial “needle in a haystack”. In this example, we show how to collect and analyze historical Twitter data to try to understand precursors to dangerous activity at events, such as riots at concerts or flash mobs.

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