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🔍 Localized content marketing effort pays off

Good morning Refactual, how about some content marketing inspiration to kick off the week?

If you’re struggling to get your content marketing efforts to resonate, you might gain some ideas from the in-house SEO team at vacation rental search engine HomeToGo, which has more than 17 million vacation rental listings. The company takes a localized approach to developing resourceful content that resonates with both its target customers and journalists.

In its Search Engine Land award-winning Ski Price Index campaign, which ranked top European and North American ski destination by price, the team tailored plans for nine different markets.  To Dominik Schwarz, chief inbound officer at HomeToGo, understanding the unique aspects and networks of each market has been key to the company’s SEO success. 

“We are an international team of native level speakers who create personal networks of local journalists and travel professionals,” Schwarz said, highlighting the priority that HomeToGo places on localization and outreach. “In my opinion, there is nothing better than doing highly targeted outreach to a group that is interested in our content. You need to stay in touch with your network, keep a finger on the pulse to figure out who will be interested in which topic at what time.”

If you manage multiple locations, you’ll be glad to hear that Google My Business has now made it possible to see all of your reviews in one view for bulk review management. No more having to navigate to each individual location listing in GMB to read, follow up and report on reviews.

More to read below, including a Soapbox take on Conductor’s $113 million purchase price by WeWork, as revealed in The We Company’s S-1 filing last week, a Pro Tip on product launches and more. 

Ginny Marvin


Pro Tip

Here’s why you need to know your target audience for a product launch

“Your marketing assets and your target audience are going to make or break your success with a product launch,” explains Duane Brown of Take Some Risk Inc. “You shouldn’t get your marketing assets ready until you know who your target groups are. There are two good reasons for this: 1) Your target group helps you pick your ad platforms, which helps you know what marketing assets you need; 2) You want to make sure your marketing assets match the different target groups.”

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Search Marketing Benchmark Report – SaaS Edition

Sponsored by Directive

The marketing and analytics teams at Directive constructed this comprehensive benchmark report including statistics from our 40+ SaaS clients. This report is designed to provide you with benchmark figures from search marketing efforts and how they can relate back to your department.

Read More »

The Soapbox

Not the martech return many hoped to see

This week’s revelation of Conductor’s purchase price by WeWork for $113 million is likely sobering for other martech companies — and their investors — hoping to go public or be sold in the near future. The cash-and-stock value is about twice Conductor’s funding, which Crunchbase reports has been roughly $60 million.

Several SEO software companies are due (overdue?) for an exit. Investors in Brightedge (which raised $62 million) and Moz (which raised $29 million) are likely eager to cash out given the longevity of their investments.

Conductor’s valuation will be used as a benchmark for the value of others in the SEO software tools category. Investors typically look for returns of 10 times what they invested, and the Conductor valuation fell far short of that.

Chris Elwell, CEO, Third Door Media

Search Shorts

Stop cutting me off…

Googlers aren’t interested in SEO.  Google’s John Mueller said the average Googler isn’t interested in SEO.

Patience, little one.  We rarely crawl or index URLs immediately said Google’s John Mueller. 

Google ads being cut off.  There are some reports of Google Ads cutting off headlines and descriptions. We think it might be a bug, but we are checking.

What we’re reading

We’ve curated our picks from across the web so you can retire your feed reader

5 Common Objections to SEO (& How to Respond) – Whiteboard Friday – Moz

Adding FAQ Schema: SEO Split Testing 

Lessons from DistilledODN – Distilled

Creating Successful PPC Ad Copy for B2B and B2C – PPC Hero

Five ways to make your app video-ad friendly – Google Blog

Google Ads Definitions to Snippets – Rosenblum Law

Google app gains share button in Discover, Search – 9to5Google

Google News Location Operator Not Working – Search Engine Roundtable

Growing in-app viewability coverage with Open Measurement – Google Blog

Our New PPC Tool Saves Clients Money 24/7 – Seer Interactive

The Do’s and Don’ts of Chasing for a Link – Screaming Frog

Voice Search : 7 Ready-to-Use SEO Strategies to Rank Better – SEM Rush

Why TF-IDF Doesn’t Solve Your Content and SEO Problem but Feels Like it Does – MarketMuse


Join Us

SMX East: Bigger & Better Than Ever!

Join us for the largest gathering of search marketers on the East Coast – Search Engine Land’s SMX East, November 13-14, 2019. You’ll unlock an absolute firehose of content: 70+ unique sessions covering the topics that matter most – SEO, SEM, voice search, attribution, analytics, content, video, mobile, local, and beyond – plus exclusive community networking, delicious meals, free WiFi, and more. we guarantee it. View rates and register today!



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