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December 16, 2016

Five most interesting search marketing news stories of the week

Welcome to our weekly round-up of all the latest news and research from the world of search marketing and beyond.

This week, Google has been spotted testing a new user ratings feature in film and television search results; the National Football League has rowed back its heavy-handed social media policy; and a new report has revealed the distance that still remains between the marketing and IT sides of a business in the digital age.

Google tests user ratings for films and TV shows

Google was spotted testing a new user rating feature in its search results for films and TV shows with a small sample of users this week. Searchers in Google’s test sample found ‘Like’ [...]

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December 16, 2016

How to predict ROI for SEO fixes

Digital marketers are under tremendous pressure at the moment to produce results with their marketing budgets. Gone are the days where a business just threw money at something and no care about the result. Instead we are in a world where every campaign needs evaluating to understand how it is performed against other marketing channels.

The first part of this article will help you understand how ROI is calculated. Then the second part looks at how to predict traffic. The final part will bring everything together to understand how predict what ROI will be achieved as a result of implementing an SEO fix.

What Is ROI and How To Calculate It

ROI is a metric used to [...]

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December 15, 2016

Google tests its own user ratings for movies

Google has decided to experiment with user ratings for movies and TV shows. Is this a new permanent feature?

There seems to be an initial attempt from Google to introduce user ratings in its search results for movies and TV shows.

A selected sample of testers noticed a thumbs up and thumbs down sign on the special box that offers more details about a movie. This is a quick way for Google to build user ratings depending on its own audience.

Image: Techcrunch

According to the first images, the search results display a new percentage of user ratings, right next to IMDB and Rotten Tomatoes. The only difference from the other two sites is the system of [...]

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December 14, 2016

How to use data to justify SEO fixes

SEO fixes tend to get pushed further down the development queue as their benefit is harder to put a number on. While you can usually put a definitive number on CRO or UX fixes, SEOs tend to fall into the trap of parroting back Google guidelines, or best practice recommendations, which quite frankly do not stand up to the scrutiny of hard and fast projections.

What if I told you I could give you a process which can put a definitive number on the returns you would get from SEO fixes? At Zazzle Media, we lead all our recommendations with data. We ground this with keywords, but then pull all the information we can about our competitors to make informed decisions. We then [...]

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