Google Search Is Shifting To Mobile-First Indexing

Google | March 10, 2020

With cell phones dominating the world and how users find more convenience in using the mobile internet, Google Search has finally decided to revamp their own algorithms and therefore later this year, Google will start using mobile-first indexing for all of the websites to come. Indexing is a process in which Google crawls the web from time to time to rank the content on websites and then update its own search results to provide more relevant results to the end-user. Previously, the crawlers used to go through the desktop version of a page but in 2018 Google planned to change the approach to the mobile-view. The reason behind this move was simple; to provide results that fall better in line to how users are browsing all around the world.

Spotlight

The SEO industry is evolving rapidly and the most successful online businesses are those that are keeping up-to-speed with the latest changes and updates from Google.

Natural search remains the largest driver of traffic and revenue for most sites and this paper is designed to help you better understand the ever-changing SEO landscape. By understanding how the SEO landscape has evolved, we hope to help you improve your natural search rankings today and attract more customers online sustainably, ethically and in line with the search engines’ recommendations.


Other News
MARKETING DATA

The Bay Appoints Alexander Meyer as Chief Customer Officer

The Bay | January 18, 2022

The Bay is pleased to announce the appointment of Alexander Meyer as Chief Customer Officer. Alexander will be responsible for the ongoing transformation of The Bay’s integrated marketing, media and customer success strategies, with a focus on high growth, brand and personalisation. Reporting directly to Iain Nairn, President and CEO, Alexander will oversee the brand strategy and customer insights, marketing and creative, loyalty, and communications functions for The Bay and Hudson's Bay businesses. Alexander brings more than a decade of experience with demonstrated success in marketing, digital transformation, product and business development at globally-recognized brands in the retail sector. In 2021, he was named among the top 3 in Australia’s TOP50 CMO list, for a second year in a row. Most recently, for the past five years Alexander served as Chief Marketing Officer for Australia’s THE ICONIC, Australia and New Zealand's largest fashion and sports destination. The Iconic is a member of the Global Fashion Group, the world’s leader in online fashion for growth markets. Prior, he served in senior and C-suite roles at organizations including adidas International, Vans, Quiksilver Inc., and social content start-up Hubrick. Alexander’s data-driven, agile approach to marketing will enhance our customer and digital-first strategy, accelerate our growth, build acquisition, enhance loyalty and drive profitability across channels. The Bay is one of the country’s largest premium lifestyle digital platforms, and we are thrilled to welcome Alexander to help us evolve the customer experience and build our business for the future.” Iain Nairn, President and CEO, The Bay On his appointment, Mr. Meyer said, “It has been impressive to see the rapid, innovative digital transformation of The Bay, especially over the last year, and I am truly looking forward to joining an iconic, purpose-led company while building a data-driven marketing organization that champions social commerce at the speed of culture to drive connectivity with consumers.” About The Bay Through a digital-first, purpose-driven lens, The Bay helps Canadians live their best style of life. The Bay operates thebay.com, one of the largest premium life & style digital platforms in Canada featuring Marketplace, with a seamless connection to a network of 85 Hudson's Bay stores. The Bay has established a reputation for quality and style through an unrivaled assortment of products and categories including fashion, home, beauty, food concepts and more. Follow us on our social media channels: Instagram, Facebook, Twitter, TikTok. The Bay and Hudson’s Bay operate under the HBC brand portfolio. Founded in 1670, HBC is North America’s oldest company. The signature stripes are a registered trademark of HBC.

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MARKETING STRATEGY

Industrial Nanotech hires DMA | Digital Marketing Agency as its agency of record; webinar scheduled for January 10, 2022

DMA | Digital Marketing Agency | December 28, 2021

Best-in-class and innovative energy saving company Industrial Nanotech has appointed DMA | Digital Marketing Agency as its agency of record following an extensive review that started four months ago. Stuart Burchill, CEO of Industrial Nanotech, announced that the Company has signed a two-year multimillion dollar agreement with DMA. We were looking for an agency that was data-driven and had a global footprint. After doing our diligence, we found DMA's core focus of delivering high quality talent for all our digital marketing initiatives as the difference." Stuart Burchill,CEO of Industrial Nanotech DMA will create a dedicated team for Industrial Nanotech and will guide brand strategy, creative, and with digital marketing initiatives for the company's three brands (Syneffex, Anaconda, Talking Paint) as the marketer looks to capitalize on businesses' newfound appreciation for energy saving initiatives and innovative solutions to reduce costs after the pandemic. "We also wanted a partner that shared our excitement for product innovation and opportunity. We felt there was a real meeting of minds with DMA. We attended multiple workshops and the way that DMA was able to stand out and hone their creative work until the end was just incredible. We are excited to share this vision with our clients, potential clients, shareholders, and other stakeholders via a webinar on Jan 10, 2022," added Burchill. About Industrial Nanotech, Inc. Industrial Nanotech Inc. is a global nanoscience product development leader. About DMA | Digital Marketing Agency, LLC. DMA | Digital Marketing Agency provides design, development, & digital marketing services.

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CMO STRATEGY

Marketers See Opportuanity To Optimize Outcomes In New Era Of Events, Says CMO Council Report

CMO Council | February 02, 2022

Taking lessons from the pandemic, companies have an opportunity to reset and reimagine their event programs to better align them to marketing outcomes, according to a new report by the CMO Council. Because of the extensive digital transformation across the meetings and events industry spurred by the pandemic, the NextGen events channel will span formats (e.g., virtual/webinar, in-person, hybrid) and types (e.g., conferences, trade shows, road shows, customer groups) and has the potential to drive broader and deeper customer engagement. The new report, NextGen Events: Optimized for Outcomes, is based on a survey of 150 global marketing leaders and in-depth interviews with executives from Equifax, GE Healthcare, HCL Software and GfK. The research was developed in partnership with Cvent, a market-leading meetings, events and hospitality technology provider. Key findings in the report include: Virtual events still matter: Virtual events continue to deliver tremendous reach and value, yet 64% of marketing leaders say their organizations are only moderately effective or not effective at executing virtual events In-person events remain the top choice to nurture relationships and drive conversions: 60% say restarting in-person/hybrid events is very important, even critical Event marketing has matured: 65% say learnings over the last two years will lead to a more holistic view of events that are better aligned to marketing outcomes In order to capitalize on the NextGen event channel opportunity, CMOs will need to craft a clear and comprehensive strategy that matches each different event with the right goals, while working closely with event planning teams to deliver a more immersive, engaging attendee experience – whether online or in-person. This means learning how to deliver engaging virtual events, re-thinking traditional event planning, encouraging cross-team collaboration, and optimizing the MarTech stack to maximize event program impact. With so much uncertainty, it has become even more important for organizations to have a clear understanding of all the events happening in their portfolio in order to gain complete control and a clear picture of what's happening now and what lies ahead. Through better management and with a focus on testing and learning, CMOs can ensure NextGen events are tied to business outcomes: brand awareness, lead generation, retention and loyalty." Donovan Neale-May, executive director of the CMO Council "The results from this new report highlight the significant impact the pandemic has had not just on meetings and events, but also on the roles and relationships between planners and marketers," said Cvent Chief Marketing Officer, Patrick Smith. "The digital transformation over the last two years has made events more measurable, enabling marketers to better understand the impact events have on their marketing efforts; and with the rise of virtual and hybrid events, the lines between event planning and digital marketing have blurred. This NextGen event channel means that marketing executives and planners need to work collaboratively, rather than in siloes, to better engage attendees. If they do this effectively, there is more potential to deliver greater event program impact and value across the organization." About the CMO Council The Chief Marketing Officer (CMO) Council is dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers across a wide-range of global industries. The CMO Council's 16,000+ members control more than $1 trillion in aggregated annual marketing expenditures and run complex, distributed marketing and sales operations worldwide. In total, the CMO Council and its strategic interest communities include over 65,000 global marketing and sales executives in over 110 countries covering multiple industries, segments and markets. Regional chapters and advisory boards are active in the Americas, Europe, Asia Pacific, Middle East and Africa. The Council's strategic interest groups include the Customer Experience Board, Digital Marketing Performance Center, Brand Inspiration Center, Marketing Supply Chain Institute, GeoBranding Center, and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE). About Cvent Cvent Holding Corp. is a leading meetings, events, and hospitality technology provider with more than 4,000 employees and nearly 21,000 customers worldwide. Founded in 1999, the company delivers a comprehensive event marketing and management platform and offers a global marketplace where event professionals collaborate with venues to create engaging, impactful experiences. Cvent is headquartered in Tysons, Virginia, just outside of Washington D.C., and has additional offices around the world to support its growing global customer base. The comprehensive Cvent event marketing and management platform offers software solutions to event organizers and marketers for online event registration, venue selection, event marketing and management, virtual and onsite solutions, and attendee engagement. Cvent's suite of products automate and simplify the entire event management process and maximize the impact of in-person, virtual, and hybrid events. Hotels and venues use Cvent's supplier and venue solutions to win more group and corporate travel business through Cvent's sourcing platforms. Cvent solutions optimize the entire event management value chain and have enabled clients around the world to manage millions of meetings and events.

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CHANNEL PARTNERSHIPS

Apica Announces Global Channel Partner Program for Digital Performance Monitoring

Apica Systems | May 21, 2022

Apica Systems, the leader in digital performance monitoring, announced the Apica Partner Program designed to empower global channel partners to increase the adoption and integration of advanced synthetic monitoring and load testing tools. The program supports resellers & MSPs, system integrators, and technology partners. By establishing a global partner program Apica enables its partners to increase revenue and accelerate their growth. The two-tiered program includes incentives, training, and streamlined contract management across all tiers. "Our goal is to help partners become highly effective and more profitable in solving some of the most complex digital performance challenges their customers face today, As the demand for greater visibility into complex and distributed IT environments continue to grow, we offer global channel partners the expertise, speed, and scale enterprise teams need to rise above the risk, cost, and complexity of today's end-user performance needs." Gord Boyce, CRO at Apica Apica's platform ensures early detection that helps companies with complex IT infrastructures monitor and test business-critical applications and APIs. The result is better insights that quickly solve outages and issues before your customers notice. Apica is committed to being a strategic, channel-focused partner that offers the following benefits: Powerful active monitoring platform: Apica's platform combines active monitoring and load testing to ensure the health and performance of all applications. The result is an early warning and detection system that closes the visibility gaps in end-user monitoring while eliminating revenue loss and increasing customer and employee satisfaction. Grow Sales Revenue: Partners who leverage the Apica platform gain greater access to organizations of all sizes that are increasingly focused on improving digital experiences and performance needs. By solving these complex monitoring gaps, partners will grow revenue and market share with unrivaled active monitoring. Deep Knowledge: From sales to full implementation training, partners will have the tools and resources necessary to maximize success with Apica through a complete training curriculum. Recurring revenue streams: The Apica Partner Program creates recurring revenue streams through its subscription-based model. The flexibility of the program allows partners to leverage the technology directly and build a professional services or managed services practice around the platform. "We are excited to see the momentum happening in the digital performance space and see this as an opportunity to help simplify partner engagement, support the growing types of partners and help our partners adapt to new customer buying models," said Matt Wilkinson, VP of Revenue Operations at Apica. "The new program includes three new partner tracks - Reseller, Systems Integrator, and Technology Integration. The result is an ecosystem where partners can operate in a software sales and services business model, with expertise in areas such as Synthetic, API and On-premises Monitoring, Load Testing, Cloud Migration, and Digital Experience Monitoring." About Apica Apica's active monitoring platform is used by global organizations to solve the most complex digital performance issues in today's multi-cloud, hybrid and on-premises environments. Apica delivers its scalable monitoring and detailed insights across any location, device, app, or authentication. Our SaaS platform reduces friction and time to resolution for cloud migrations, applications and underlying infrastructure outages ensuring all user experiences exceed expectations.

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Spotlight

The SEO industry is evolving rapidly and the most successful online businesses are those that are keeping up-to-speed with the latest changes and updates from Google.

Natural search remains the largest driver of traffic and revenue for most sites and this paper is designed to help you better understand the ever-changing SEO landscape. By understanding how the SEO landscape has evolved, we hope to help you improve your natural search rankings today and attract more customers online sustainably, ethically and in line with the search engines’ recommendations.

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