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Search Tips of the Week: Landing Pages, Mobile Search, and Google Maps

This search tips of the week edition takes a look at how to build better landing pages, a Google mobile search study, how to build a marketing flywheel, what the new Google Maps mean for local search, how to build a great online fashion brand, and how Google looks at search quality.

21 Ways You’re Screwing Up Your Landing Pages (And What To Do About It) - Landing pages are easy – in theory. In the real world, landing pages are quite hard to get right. But now that it’s getting more and more difficult to make money via AdWords and other PPC channels, boosting conversion rates on your landing pages is more important than ever. Hopefully, you can identify some of the mistakes you’re making so you can fix them.

Google’s Mobile Search Moments Study - As consumers increasingly turn to their mobile phones, it is critical for businesses to understand the range of “mobile conversions” that can occur, such as phone calls, store visits, or purchases on other devices. In partnership with Nielsen, Google analysed over 6000 mobile searches and the actions that resulted, drawing precise and measurable connections between mobile searches and the online and offline conversions that they drive.

Building a Marketing Flywheel (Whiteboard Friday) - By building up quality content, earning links, and building visitor loyalty on your website, you’ve been adding energy to a flywheel (not the kinetic kind, but a marketing kind). Over time, you can store up so much marketing energy that just releasing new content will do more for you and any amount of paid advertising could. In today’s Whiteboard Friday, Rand shares some insight on how to effectively add energy to your marketing flywheel, and when to release it.

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What the New Google Maps Means for Local Search - One of the biggest announcements during Google I/O 2013 was the announcement of the new Google Maps. The new version was reportedly rebuilt from the ground up, and after receiving my invite and diving in, David Veldt could see that they weren’t kidding. The new Google Maps is nothing short of amazing. However, with such big changes he was curious to see how the local search experience would change, and what advantages or disadvantages local businesses may now encounter.

How to Build a Great Online Fashion Brand - While some companies in Fashion technology are successfully raising more money and growing, there is another segment that’s struggling to survive. These businesses are stalling because of their inability to adapt to the shift in the media consumption behavior of the consumer.

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How does Google think about search quality when it relies on subjective signals? -  Matt Cutt’s talks in his latest Google Webmaster Help video about how Google can be confident with their SERPs, despite relying on inherently subjective signals that influence which sites display (i.e. using human ‘quality raters’ to evaluate entire domains without the context of the search query itself).

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