Machine learning & neural networks: The real future of SEO
Columnist Benjamin Spiegel takes a look at how machine learning and technologies like TensorFlow will change the way we think about SEO.
Benjamin Spiegel, Chief Digital Officer, Global P&G Beauty, has nearly 20 years of experience in the technology, advertising and marketing industries. He is known as an innovator, leading the development of strategic solutions that combine data, media, insights and creativity to create disruptive digital solutions that transform brands and businesses. Prior to joining P&G as Chief Digital Officer, Global P&G Beauty, he led the search practice across the GroupM agencies, the P&G business for Catalyst, and most recently served as CEO of MMI Agency. In his current role, Benjamin brings to P&G Beauty his digital expertise, leadership and passion for creating and building leading digital capabilities. He is known as an industry thought-leader. As such, he is a frequent contributor to and speaker at conferences around the world.
Why search will save TV
As cord-cutting and changing viewing habits disrupt traditional TV, columnist Benjamin Spiegel explains why better content discovery is essential for the future of the medium.
How to leverage influencers for SEO
Columnist Benjamin Spiegel says incorporating the right SEO tactics in your influencer campaign can be a big boon for your brand and ROI.
The 4 principles of great content (or stop dumping garbage on the internet)
Don't focus on quantity over quality. Columnist Benjamin Spiegel explains how to ensure you're not just churning out junk, but instead creating meaningful content for consumers.
SocialPro 2016 recap: What Your Social Data Should Be Teaching You
Are you getting the most out of your social data? Columnist Benjamin Spiegel summarizes a SocialPro session that included some surprising data-driven findings.
Why CPG brands (and their budgets) need to focus on e-retail search
As more consumers turn to sites like Amazon to start their product searches, columnist Benjamin Spiegel says it's time for consumer packaged goods brands to hop on board and focus on these platforms.
How to win on Amazon: Tips for successful keyword strategies
Looking to step up your Amazon strategy? Columnist Benjamin Spiegel offers some effective keyphrase techniques to help you to optimize product pages and grow results.
Where will SEO go this year?
What changes are ahead for SEO in 2016? From the rise of social search to a shift in who enters the field, columnist Benjamin Spiegel predicts what we should expect to see.
Using Data.gov And Open Data To Develop Actionable Consumer Insights
Columnist Benjamin Spiegel explains how data.gov goes beyond traditional digital research data to bring you actionable marketing insights.
2015’s Missed Marketing Predictions And Opportunities
Now that we're into 2016, columnist Benjamin Spiegel takes a look back at some advertising forecasts from last year that didn't come to fruition.
Brands, Take Back Control Of Your Data
Columnist Benjamin Spiegel discusses how to overcome the "data silo dilemma" big brands face when tapping multiple agencies to manage their data.
Why Every Marketing Department Needs A Data Scientist
As innovative technologies transform marketing, don't let your company get left behind. Columnist Benjamin Spiegel explains why data scientists are a critical component of every marketing team.
The Importance Of Diversity In An Agency Team
Looking to breathe new life into your agency relationship? Columnist Benjamin Spiegel believes that to drive new ideas and get real business results, you need a partner whose employees represent a variety of personalities and experiences.
How Intel Optimizes Pinterest For Maximum Engagement
At SMX East, a team from Intel outlined the company's research on Pinterest and how it affected its strategy. Columnist Benjamin Spiegel discusses what they learned and shares key takeaways for marketers.
The Missing Link Between Shopper Marketing And E-Commerce
Combining the insights of ecommerce and traditional shopper marketing can bolster your brand’s market share, explains columnist Benjamin Spiegel. He walks you through some ways to close the gaps between them.
How “Listening” To User-Generated Content Leads To E-Commerce Sales
How do you craft ecommerce content that results in conversions? Look to your consumers to provide insights and create relevant content, advises columnist Benjamin Spiegel.
10 Best Practices To Winning In Digital Retail (E-Retail)
In the ever-crowded and competitive e-retail space, how do you find success? Columnist Benjamin Spiegel has 10 tips to help you get started.
The Future Of Search For CPGs
Consumer packaged goods (CPG) companies have always been innovators in advertising, but columnist Benjamin Spiegel notes that digital presents new and interesting challenges for CPG brands.
The Google Trends Data Goldmine
Not familiar with Google Trends, or just don't use it that often? Columnist Benjamin Spiegel shows us how to use this tool for obtaining localized keyword insights.
Your New Year’s Resolution Strategy: Tap Into Consumers’ Desire For Improvement
Columnist Benjamin Spiegel shares advice for messaging to consumers at this time of the year.
The Death Of The Keyword (As We Know It)
Google is changing the way it thinks about keywords. Search is no longer about the phrase you type into a box; it’s about creating a natural conversation with the user. Google is doing that by modifying the search query based on the entire “conversation,” and most importantly, it is doing that across all your devices. […]
Pinterest: The Social Search Goldmine
Pinterest's potential is on the rise. Columnist Benjamin Spiegel shares surprising stats on how dominant the social network has become.
Optimizing Organic Search For The Holidays With CTR Studies On Tableau
Columnist Benjamin Spiegel takes beginners step by step through identifying CTR outliers using Tableau.
In Shopping Search, Keywords Are The End, Not The Beginning
Contributor Benjamin Spiegel explains why retailers must identify consumer intent to optimize for search. Learn how to make your products findable.
Ready For Strangers Shopping Your Site For The Holidays?
The holiday season means big sales -- and often, a whole new audience to market to. Have you adjusted your strategy accordingly?
What’s Google’s Biggest Fear? Native Search
Historically, consumers have used Google for research in every step of the purchasing process, all the way up the sales funnel — starting with lifestyle search terms like [grass stains] to product consideration terms like [Tide reviews] and purchase decision terms like [where to buy Tide online]. In recent years, however, we have observed some […]
The Future Of Paid Search (From A Data Perspective)
Over the past five years, the media buying world has changed dramatically. The incredible advances in adTech (Advertising Technology) and consumer electronics have opened up the doors for never-before-seen targeting and measurement capabilities. Especially in the field of programmatic and audience-based buying, we have made progress at a rate that has even outpaced consumer behavior. As I’ve […]
Wearables, Connected Homes, Mobile & The Future Of Analytics
The world around us is changing at speeds never seen before. Mobile devices are collecting countless levels of data through innovative technologies like motion coprocessors, gyrometers, GPS, ambient light sensors, application analytics and more. Consumers are now connecting their physical bodies to electronic devices such as Fitbit and other health monitors. We are also seeing a […]
How To Leverage Wikipedia Data For Deeper Consumer Insights
Whenever we try to get a better understanding of online consumer behaviors, we tend to look to Google for answers — either via the Google Keyword Planner to understand the quantitative volume of searches (aka the consumer interest) or by looking at Google Trends to understand trending and seasonality. Anyone working in search knows the […]
5 Tips For Getting More From Your Data You Already Have
Sixteen Million. That’s the number of Google results for the term “Big Data.” And when you look at the historic interest in Google trends, the story is pretty clear – Big Data is here to stay. But do you really need more data than you already have? I doubt it. Chasing The Big Data Rainbow? […]
Content Marketing: How To Measure Content Performance Holistically
2013 was one hell of a ride — we lost the keyword tool, search went secure and content marketing became the shiny new toy on the block! So what will this year bring? Even more content! But will yours be a big hit or a big waste of money? This guide should help you start […]
How To Get Started With LinkedIn Paid Ads
There are lots of ways to spend your digital advertising budget today; but, have you considered LinkedIn? Advertising on LinkedIn is a great choice for many businesses. Below, we’ll explore why you should consider it and provide a walk-through of how to create your first LinkedIn ad campaign. Why LinkedIn Gets Overlooked Have you run […]
Analytics: A Beginner’s Guide To Data Visualization
Lately, I have been writing about taking a closer look at your marketing data, and my last piece discussed the design of meaningful dashboards for Google Webmaster tools. I received an overwhelming amount of emails, tweets, and comments asking me about the dashboard tools I used in it. Today, I’ve created a beginner’s guide to […]
How To Design Analytics Dashboards From Google Webmaster Tools Data
SEO Chaos! That was my topic last month. Ever since Google blacked out keyword-level data, people have been scrambling to substitute or replace it. Not surprisingly, I received a lot of emails about that article, asking how to use Google Webmaster Tools (WMT) data as a replacement source. The general answer is that you can’t […]
The Future Of SEO Reporting: A Call To The Industry
Want to measure organic traffic? Just take the number of Google Webmaster Tools clicks, average out the CTR by position across all of them, then take the broad match volume of all those terms (because that’s the only volume Google will give you), and then take your position and divide it by CTR and volume. […]
Content Marketing: 3 Tips To Beat The Volume Game
When a competitor clearly dominates — whether it’s because of their size, speed or cunning — it’s futile to try and beat them at their own game. Instead, you need to consider other ways to gain advantage. And that’s exactly what some brands should do to beat the content marketing volume game. A Content Deluge […]
Page Speed Matters! Why You Need to Improve Yours Today
Pizza! My three-year-old daughter loves it — which is why the delivery guy knows exactly where our house is. But… if it takes too long to arrive, she’ll quickly move on to something else more readily accessible. Speed clearly plays an important role in her user experience — much as it does for the digital […]
Ditch Your Top 10 Metrics Now!
What are your Top 10 Landing Pages? Can you name your Top 10 Keywords? How about your Top 10 Campaigns? If you are like most digital marketers, you know exactly what these are! But, focusing on such “Top 10” metrics is risky. Let me tell you why. Hanging On To Antiquated Measures In the early […]
12 Tips To Take Your A/B & Multivariate Testing To The Next Level
235,000 — that’s the number of results for A/B testing guides in Google. Clearly, A/B testing is an important tool for digital marketers today. But if you already understand its role and are conducting your own experiments, what’s next? Where do you go from here? The best way to take your testing efforts to the next […]