May 20th, 2013
USA Today reported today that Yahoo! has purchased Tumblr for $1.1 billion. The funny thing is they promise “not to screw it up.”
People who have followed Yahoo! around for the past decade understand that comment. They have a bad habit of buying up properties only to close them down or do nothing with them. It’s a running joke in Internet marketing circles.
Joke aside, however, is it possible that Yahoo! could renege on its promise? It’s possible, but I don’t think it’s likely to happen because there’s a new CEO at the helm. Marissa Mayer, a former Googler, understands the value of high profile acquisitions. By virtue of her place at Google for so many years, she knows a good thing when she sees it. Now is her time to prove it.
Something caught my eye in the USA Today article, though.
Tumblr is also ahead of Yahoo in chasing after customers who use smartphones to access their sites, Mayer said. More than half of Tumblr’s users are using the mobile app and conduct an average of seven sessions per day, Mayer said.
This could be an opportunity for Yahoo! to capture the smartphone market. If so many Tumblr users are tuned into their smartphones, then it could be the place where Yahoo! shines in terms of future revenue and market share. Yahoo!’s advertising model is way less expensive than Google’s. The question is, how will they capitalize in their differences in the coming decade?
May 17th, 2013
Twitter and Google got their very public divorce in 2011 after a brief flirtation period with realtime search. Since then, Google has deployed Google+ to mostly positive results. Twitter has been dating and looking for a replacement. Now, they’re in deep with Yahoo!
This is an interesting partnership for several reasons.
- First and foremost, Yahoo! is not a search giant. They enjoy only 5% of the search market. Still, that’s a big market when you think about it. Yahoo! is still one of the most trafficked websites on the Web.
- This deal looks to be better for Yahoo! than Twitter on the surface of things. I mean, what’s to be gained from this relationship for Twitter other than having additional capital to use for other things? Yahoo! is getting a big asset to beef up its SERPs.
- The announcement indicates that Yahoo! is planning to beef up its content with tweets in the following areas: “sports, entertainment, music, and more.” It’s unclear how it will benefit regular search marketers.
Nevertheless, I expect that there will be ways for the run-of-the-mill search engine marketer to capitalize on this relationship – particularly if you are in one of the above-mentioned niches.
What do you think? Is this a good deal for Yahoo!? How about Twitter?
May 16th, 2013
The next phase of video marketing has begun. Not too long ago, YouTube rolled out live streaming videos for specific channels. This past week, however, they opened up live streaming to anyone with a channel of more than 1,000 subscribers. That’s almost everybody.
If you are just getting started in video marketing or you are well on your way to reaching 1,000 subscribers, then you have a measurable goal to strive for.
Once you hit 1,000 YouTube subscribers, then you can enjoy some of the great benefits of live streaming. Features of the service include:
- Real-time transcoding into every conceivable format
- Showing multiple camera angles
- Closed captions
- Ads and slates
- Any device supported
Here’s how you can know if you are eligible for live streaming on your YouTube channel:
If you want to know if you are eligible, simply check your account features page. If you’re eligible, you’ll see an “enable” button and there you’ll be able to sign up. YouTube says that live streaming capabilities will officially come to these channels in the following weeks.
With live streaming, you can reach audiences right now. You don’t have to wait for your video to parse and go live. You can record it online and make offers, take orders, receive call-ins, etc. Anything you can do on a live TV show can be done on YouTube. Welcome to the 21st century!
Video marketing just got tons better.
May 15th, 2013
Social networking site Pinterest has improved its experience for mobile users. Specifically, they’ve added notifications, mentions, and better search.
The author of the article linked to above says:
I know for a fact that many of my Pinterest-fiend friends simply choose to not bother with Pinterest at all unless they’re sitting in front of their desktops.
That’s not uncommon, actually. Unless webmasters make sure that their websites are mobile accessible, it is likely they will lose traffic and lose revenues. That includes your website. Not only do you need to make sure that it offers a great user experience for desktop browsers, but you’ve got to make your website mobile-ready. You should also make sure it is Pinterest-ready.
Luckily, in 2013, there are some tools that can make your HTML website or WordPress blog or website mobile ready in a few clicks. WordPress has plugins. There is at least one website that you can use to turn your HTML website into a mobile-ready website for a monthly subscription fee. I’m not ready to recommend any of those, but they do exist. Another option is to hire a web development firm to help you make your site mobile-ready. In most cases, it’s not that expensive. But it is necessary.
May 13th, 2013
Google might have the lion’s share of the search market, but Bing and Yahoo! are still important. Between them, they have close to 15% of the search market. Of course, they fluctuate up and down and at times have a total of 20% between them. Usually, Bing has a little more than Yahoo! and that’s okay. Not everyone can be on top.
While all the search engines generally look at some of the same criteria, there are differences.
Bing is more closely aligned with Facebook. You can push your Bing rankings higher if you have a strong Facebook network and promote your links to your Facebook friends. Google has its own social network with Google+. Yahoo!, however, seems to be more interested in domain names with age. Google likes aged domains as well, but with over 200 ranking algorithms any one ranking factor is going to have less influence on its own.
The differences between the search engines tell me that diversity is very important. You don’t want to rely on just one search engine for all of your traffic. You want to diversify your traffic sources.
This is very important. If some new website next year starts taking traffic away from Google and the search giant fades into oblivion (remember MySpace?), then you will be thankful you diversified your traffic sources. That’s why Bing and Yahoo! are still important.
May 10th, 2013
It doesn’t matter what kind of content you have, if it isn’t strong content, then your visitors will leave. Your content must do three things really well.
- First, it’s got to keep your site visitors informed about key information related to your niche.
- Secondly, it’s got to present you as a subject matter expert without making a sales pitch.
- And thirdly, it’s got to interest your audience in wanting to learn more about your business.
Content that does these three things is really strong content.
Before I went out and started producing all kinds of content that nobody is going to care about, I’d start with coming up with some content goals. Your goals should state what you want your content to accomplish. You should also discuss the types of content you want to produce and how much of each kind of content you want to produce. Finally, your content strategy should discuss specific accomplishments you want to occur by a deadline date.
Strong content is made stronger with a strong Web strategy. You have to set goals for your business and follow through. Failing to do this almost ensures that your content will be spotty and lack quality.
Before you can provide quality services for your clients, you have to attract those clients. The way you do that in the 21st century is with powerful content.