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Blink. Rub your eyes. You didn't read wrong. You didn't stare at yesterday's eclipse through defective glasses. It's true. Portent's in the process of being acquired. Like an avowed bachelor, I swore I Would Never Sell. Then along came the perfect partner. Welcome to Clearlink Our soon-to-be parent company is called Clearlink. They’re a performance marketing company.
When you’re in the thick of trying to create content to promote your brand, it can be easy to forget that actual human beings are going to use what you create. In marketing, we often call these human beings “users.” And we say things like, “We need to push users through the funnel with greater ease.
We’ve all seen pagination links — those little numbered links at the top and bottom of multi-page content. They are used on blogs, e-commerce sites, webcomics, gallery pages, SERPs, and multi-page articles. 31 Flavors of Pagination From the human visitor’s point of view, pagination is pretty simple.
It’s like lions, and tigers, and bears, but with tyranny and oppression. But I’m not here to discuss international politics today. The reason for my witty extremely unclever title is because of location targeting. Or, more specifically, the lack of certain negative targets which I never knew I needed until a few months ago.
Just in case you hadn’t heard yet, On December 1, 2017, Google (read: Danny Sullivan) officially confirmed that the maximum length of a snippet in their search results has increased to about 320 characters. I know, right?! How long should my Meta Description be? Google is now saying that the maximum length for a snippet in search results is 320 characters including spaces & ...
There are few things more butt-clenchingly aggravating than watching a great set of marketing recommendations decay in a stakeholder’s rubbish heap. It happens to me. A lot. So I ponder the problem. A lot. I figured it out: We’re asked to lead, but we’re not in charge. Stakeholders—internal or external— hire us to provide direction and leadership. They pay a premium for our knowledge.
There’s a chill in the air, some of you even have snow and ice. For most people, it’s been a busy time of year. For those in eCommerce, it hasn’t just been busy, it’s “someone come dig me out of this avalanche” busy! That was the case when I was working in eCommerce before coming to Portent. Each year on Black Friday “it” would begin.
How to Keep More of the Holiday Pie in Paid Search The holiday shopping season brings many rewards for eCommerce businesses, but over the past several years that brings a familiar seasonal challenge: Amazon. It’s no secret that Amazon ramps up its SEM competitive presence during the holiday shopping season – beginning heavily in November, through December.
First written March 2008. Last Updated December 2017. This is a really old post. I wrote it jammed into a narrow seat on a plane in 2008. I’m trying to keep it somewhat up to date, but I can only do so much, so it’s now down to 54 or so. I did laugh when I saw the mentions of MySpace and Yahoo! Answers. Digital marketing is about lots of little things, not one big one.
Preface: This blog post is one in a series of articles that Portentites produced in a pair-writing experiment. It’s a little more broad than usual because it represents two subject matter experts from different practice areas, coming together to combine their knowledge for a broader look at the internet marketing topics that face real businesses.
Facebook is making a concerted effort to get all advertisers using only two metrics: Reach and Brand Awareness. And while this sounds like a simple flight away from the aggressive accountability for end-results that’s become standard in digital, it’s worth looking at the Why and the What of these changes.
If you have any hand in the content on your company’s website or your clients’ websites, it’s important that data informs your decisions. Otherwise, you risk creating content that doesn’t meet your audience’s needs. But knowing this will only get you so far–it’s even more important that you know how to find and interpret the right data.
I recently developed a comprehensive questionnaire to determine if it’s worthwhile to move your site to HTTPS if you haven’t already. If you can answer “YES” to any of the following questions, we highly recommend making the switch. Do you have a website? Wait, what? Only one question?!? So you’re saying… That’s right. If you have a website, it should be on HTTPS. Period. The End.
In my Mozcon presentation this year, I talked about Markdown. I’ve had a few people ask about my toolset, so here’s how I install and use Atom to write Markdown. Enjoy. Atom is fast becoming my new favorite text editor. It handles Markdown beautifully, is great for HTML, runs faster than stink, and has great community support. It’s also free.
Search engine advertising is a critical piece of the marketing puzzle for all businesses, but can be especially useful in an industry that is as competitive as Law or other professional services. This post looks at some of the specific opportunities and pitfalls for professional services firms, focusing on Law, but there are plenty of lessons to draw for any business that’s in ...
This is another excerpt from an upcoming e-book on finding actionable, cross-channel opportunities in your data. We use Google Analytics (GA) for this, but you can use any platform. I’ve said it before, I’ll say it again: The tool you use isn’t as important as the discipline of combing through data regularly and finding something you can move on.
At Portent, we often get asked to advise on the ideal marketing team structure. The answer is almost always ‘it depends.’ Today though, we’re talking about something almost universally true for the mindset of successful marketing teams. Whether you see one person in each role here, or ten, this approach will make any team work more cohesively.
Amazon Marketing: Why It’s Important There are hundreds of millions of active accounts on Amazon. Moreover, nearly half of internet shoppers go directly to Amazon instead of starting with a search engine like Google when they are looking to make a purchase. Those are staggering numbers. But chances are you don’t need convincing that Amazon is a channel worth pursuing if you sell online.
Helping you see the forest for the trees in internet marketing: Pulling together search, design, development and more with a cogent strategy.