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Final Lap: Winning Web Marketing Reads–April 2014

A Weekly Review of Web Marketing ArticlesIt’s hard to keep up on the latest thought leadership, ideas, trends and news in the web marketing industry, which is why we bring you the Final Lap. Each member of Pole Position Marketing Pit Crew, and the office alter ego, Max Speed, bring you their winning article to help your business.

Topics include SEO, paid search, usability, link building, local search, content marketing, social media and other areas of marketing and business. Plus, you’ll find articles that have earned “honorable mentions” and are also worth a read. Enjoy and feel free to comment with your winning articles.Continue Reading

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Web Marketing Trends to Watch in 2014

trends and direction of web marketing 2014If there is one constant in the web marketing industry, it’s change! There’s no doubt heading into the new year that search engines will tweak the way they rank the web, new social media platforms will surface, and Google will make changes to its products. What’s a web marketer to do? Stay on top of trends and use brains and experience to determine which trends are fads, which ones will stick and where those trends might lead in the future.

As members of the PPM Pit Crew, we’re constantly watching trends throughout the year to make strategic moves for the success of our clients. Here are some of the trends we’ll be watching as we start 2014 in the areas of SEO, content marketing, social media, PPC and analytics.Continue Reading

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Universal Analytics: A New, Free and Better Way to Work With Data


Google’s Universal Analytics (UA) is a more flexible alternative to a standard Google Analytics account; making it easier to customize account settings and providing a new opportunity to collect data that a standard account doesn’t automatically collect (like data from any digital device).

Do it now, or have them make you do it later

Google just launched a two-step process for upgrading your existing properties from Classic Analytics to Universal Analytics (called the “Upgrade Center”). It’s starting to roll out in the Admin section of all accounts. Once you see it there, you can go ahead and complete the upgrade. Apparently, any properties that don’t initiate the transfer will be auto-transferred eventually, but there are no details as to when this will happen (sometime in the “coming months”). Therefore, you might as well go ahead and do it now, as long as you don’t use the dc.js JavaScript and related features (Remarketing, Google Display Network Impression Reporting, DoubleClick Campaign Manager Integration, and the Google Analytics Demographics and Interest Reports). If you need to use these, wait until dc.js is supported.

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Final Lap: Good Web Marketing Reads for the Week Ending Oct. 11

A Weekly Review of Web Marketing Articles

Let me start by letting you know that I’m not forgetting about my beloved Star Trek. I’ve lost count of how many times I’ve watched my copy of Into Darkness. But something else has captured my attention this week, and we should all be afraid—very afraid.

Season 4 of The Walking Dead premieres this Sunday! In honor of the return of one of my favorite shows, I decided to try to “dead” myself. Alas, my blasted helmet got in the way! Didn’t anyone think to make sure the visor on this thing flips up? I guess being zombie-fied is out of the question for poor, old Max.

Oh well, I’ll still be tuning in this Sunday, even if some of the other members of the pit crew prefer their TV characters alive rather than dead. (I have it on good authority that Kathy would much rather catch the latest episode of Downton Abbey. Where have I gone wrong?!?) In the meantime, get your fill of some good reads on analytics, link building, SEO, and content marketing.

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Final Lap: Great Reads for the Week Ending Sept. 13

A Weekly Review of Web Marketing ArticlesSeveral members of the PPM Pit Crew were up in Cleveland earlier this week for SEMCLE+’s local search event with David Mihm. I bummed a ride and tried to stalk research where William Shatner was staying for his Content Marketing World appearance. I came up empty handed. I went to all of the likely downtown hotels. No one registered under Shatner or Kirk. #fail

If you didn’t get to see Shatner’s keynote at Content Marketing World, Kapost has a great post with three marketing lessons from his presentation. Even if you’re not interested in the marketing lessons (which you should be), the post also includes three fun Capt. Kirk gifs.Continue Reading

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Final Lap: Great Reads for the Week Ending Sept. 6

A Weekly Review of Web Marketing ArticlesAnother week, another article in the digital marketing world mentioning Star Trek! Thanks to Orbit Media’s email yesterday, I learned there are 7,983 people on Twitter with the term “Star Trek” in their bio.  Do you know how to find them and target your sharing? Andy Crestodina, one of the founding Orbiteers, wrote a great article on Twitter targeting this week. Stoney should get to know the 31 people mentioned in the article that love zombies and SEO!

Here’s what the rest of the pit crew has been reading:Continue Reading

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Final Lap: Good Reads for the Week Ending August 23

A Weekly Review of Web Marketing Articles

It seems that the world revolves around Google, especially in the internet marketing and SEO industries. Their constant innovation can be awe-inspiring. I think it’s important to remember that they’re really not that innovative. Google, along with other tech companies, have been stealing ideas from Star Trek for years!Continue Reading

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Final Lap: Good Reads for the Week Ending August 19

A Weekly Review of Web Marketing ArticlesI discovered a local gem not too far from our offices this past weekend, The Toys Time Forgot. They feature toys from the 1940s to modern toys and best of all, as one blogger wrote, they have a staggering amount of Star Trek and Star Wars toys and memorabilia.

Of course, I assume that all of you enjoy sci-fi as much as I do, but others in the office tell me not everyone shares the same zeal.  So, for those of you looking for vintage lunch boxes, vintage Smurf toys, classic board games, GI Joe, He-Man figures, comic books, trading cards, any vintage toy, they’ve got those, too. If you’re looking for a specific toy, they’ll even help locate it for you.

A walk through the doors is like a walk a back in time. If you’re in the NE Ohio area, you need to go check them out. If you’re not, you need to plan a trip!Continue Reading

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Ask the Pit Crew: What Is the Best Way to Get Started with Google Analytics?

Ask the Pole Position Marketing Pit CrewMembers of the Pole Position Marketing pit crew answer your web marketing questions from their unique perspectives with a “bonus lap” by a guest industry expert.

Have a question you’d like answered? Ask the pit crew!

This Week’s Question: 

What is the best way to get started with Google Analytics? 

Stoney deGeyter’s Answer from an SEO Perspective:

People often correlate SEO with “getting rankings.” That’s part of it, but it’s not the whole story, or even the most essential part of the story. Top search engine rankings do not equal business success!

Let’s say you sell motorcycle batteries. You come to us and tell me you want to rank #1 for “batteries.” Let’s also assume you have the budget necessary to succeed in ranking for such a term.
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Yeah, But… Social Media Can’t Be Tracked

Yeah, But... It's time to bring your business up to speed

Even as social media matures there are still many misconceptions surrounding it. Take my job for example as a social media marketing strategist. Do you have any idea the kind of reaction I get when I give people my title? Here are a few:

“So you just play on Facebook all day, that’s awesome!”

“What a cool job, that must be so easy!”

“Why do businesses need marketing plans for social media?”

Or, from people of my parent’s generation (no offense Mom and Dad), a blank stare because they’re not quite sure what that all means.

When I encounter “yeah, butters” who say social media can’t be tracked, and I ask them what their social media goals are, I get the same response as the last one above. I recently spoke to a group at a local chamber of commerce, and at the beginning of the presentation I asked people to raise their hand if they used social media for their business. About 90% of them did. Then I asked how many had a plan for their social media marketing. You guessed it, that number dropped significantly–only one person out of 30 raised their hand.
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