MarketingSherpa Blog

We’ve had a couple of great search marketing articles come through the pipeline recently, and we have one more this week on the way. Since our articles are available for one week before being added to our membership library, I thought I’d highlight a few key points while our readers can still peruse the pieces for free.

Last Tuesday, we featured Dan Tate, COO, The Concrete Network, and his team’s video SEO strategy. The team has uploaded over 220 short videos about concrete design to YouTube. The videos are:
o Branded
o High quality
o Generally less than 5 minutes

Tate’s team optimizes the videos’ metadata, adds them to relevant pages on ConcreteNetwork.com, and hosts them on their YouTube channel. Many of the videos show up in Google’s universal search results for broad phrases such as “concrete pool decks,” giving the team multiple links on the results page.

The videos capture thousands of views daily, have about a 17.9% clickthrough rate, and have about a 12% conversion rate among those who clickthrough to the site. That’s pretty amazing for not spending one dollar on advertising! (Details are in the article here)

Today, we published an article featuring Sean Reardon, Director, Sales and Marketing, The Liberty Hotel, and his team’s efforts to enhance their Google Maps result. The Boston luxury hotel opened about two years ago. Around that time, the team checked their result in the local search engine and noticed that it had the wrong address. Yikes!

The team jumped into action to take ownership of the result through Google’s Local Business Center and fix the address. They also started adding loads of descriptive content and pictures.

After building up their result, the team noticed that they were ranking high in local searches for terms such as “Boston hotels,” and increased their traffic from Google Maps by several thousand percent.  (Details are in the article here)

The two campaigns mentioned above are great examples of the low-cost, high-effort nature of SEO. Natural search often involves a little research, a little cash investment, and a heaping load of elbow grease–but it can pay off with time.

Lastly, keep an eye on our business-to-consumer newsletter this week, as we will feature Jennifer Brady, Director of Marketing, UMassOnline, and her team’s PPC strategy. Brady’s team started with a single generic landing page, expanded into dozens of search-specific pages, and used multivariate testing to further strengthen results. Their cost-per-lead plummeted and their per-month lead volume shot up over 80%.

About Adam T. Sutton

Adam T. Sutton, Senior Reporter, MarketingSherpa
Adam generates content for MarketingSherpa's Email and Inbound Marketing newsletters. His years of experience in interviewing marketers and conveying their insights has spanned topics such as search marketing, social media marketing, ecommerce, email and more. Adam previously powered the content behind MarketingSherpa's Search and Consumer-marketing newsletters and carries that experience into his new role. Today, in addition to writing articles, he contributes content to the MarketingExperiments and MarketingSherpa blogs, as well as MECLABS webinars, workshops and summits.

Prior to joining MarketingSherpa, Adam was the Managing Editor at the Mequoda group. There he created content and promotions for the company's daily email newsletter and managed its schedule.

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Categories: Consumer Marketing, Search Marketing Tags: google maps, local search, ppc, search, SEO, video