Search Industry Job of the Week – Digital Marketing Specialist

Job Title: Digital Marketing Specialist
Job Reference: 105194
Position Type: full time
Name of employer: Logitech
Location: Newark, CA
Date Posted: 18 November 2013
Position description:

The Digital Marketing Specialist is responsible for building a strong and engaged community of brand advocates using the leading social media tools. You must be comfortable in a rapidly changing fast paced environment, be risk taker, willing to lead and not afraid to make mistakes.

Your Contribution:

Move fast. Speak up. Decide and own. Drive change. Exceed customer needs. These are some of the winning behaviors you’ll need for success at Logitech.

In this role you will:

  • Develop and execute social media strategies, promotions, paid social media campaigns, social applications and develop key insights / reports
  • Act as the voice of UE brand on social and web to communicate product news, promotions and activities
  • Write, plan and schedule all social media content for the brand
  • Measure success of key campaigns and evaluate way to drive greater efficiency
  • Coordinate and communicate social media strategy and direction to global teams

Your Skills:

For consideration, you must bring the following skills and behaviors to their team:

  • 3-5 years of relevant social media and digital marketing experience
  • Ability to deal with ambiguity, respond flexibly to changes, and produce results in a fast-paced environment
  • Demonstrated knowledge of driving social media engagement and strong presence across the social platforms
  • Experience managing social/ digital promotions from inception through execution.
  • Experience working with and managing external agencies
  • Solid understanding of SEO and SEM best practices
  • Expert in digital marketing strategies, social media, social community engagement, social and web content creation
  • Passionate music lover

Small Company. Big Products.

Logitech is a world leader in products that connect people to their digital experiences. With a broad portfolio of interface devices, Logitech’s leadership in innovation encompasses a wide variety of corded and cordless personal peripherals. With special emphasis on products for PC navigation, gaming, Internet communications, digital music and home-entertainment control, Logitech is at the forefront of design and is creatively driving a richer experience for digital interactions.

Logitech is proud to be an equal opportunity workplace. Individuals seeking employment at Logitech are considered without regards to race, color, religion, national origin, age, sex, marital status, ancestry, physical or mental disability, veteran status, or sexual orientation.

Salary range: Unknown
Closing date: Unknown
More info from:
Contact: Send resumes via online form to: Logitech Careers

For more search industry jobs, or to post a vacancy, visit Search Engine College Jobs Board.

Fast Five in Search – Week 43, 2013

fast-fiveIt’s all about creative content and user experience in this week’s Fast Five. Enjoy!

Learn to Write Blog Headlines Search Engines Love: Five Tips by Natalie McCatty
Only 20 percent of people read beyond the headline  – so we need to make sure it’s good! Natalie explains why knowing your keywords, audience, and main message is essential for a good headline.

Creating an Experience for Your Product by Eric Covino
This is a great post to get us thinking about the total user experience we’re creating around our brand. Eric provides suggestions, examples and resources to illustrate his point.

Stop Thinking Keywords, Think Topics by Kate Morris
SEOs still need to provide keyword research reports or keyword ranking reports, but should we be changing what’s in them? Given all the changes to Search in the past few years, are we focusing on the wrong data?

Why Visual Assets > Infographics – Whiteboard Friday by Rand Fishkin
In Rand’s latest Whiteboard Friday he talks about why he loves visual assets, but can’t stand infographics.

And finally…

How Well-Planned Content Can Get You Better Marketing Results by Krystian Wlodarczyk
This is a great post about the importance of great content and how to keep generating it. Krystian says educational content is particularly important because of its ongoing value. Well worth referring to when you need inspiration for your next blog post!

Happy reading!

*Image courtesy of Threadless

What to Blog About When You Have Nothing to Blog About



In my travels around the world holding Internet Marketing workshops, the subject of blogging invariably pops up. Usually, it is prompted by a fierce discussion about business web sites and the hairy dilemma of fresh content or lack thereof.

The Company Blog Dilemma

The discussion goes something like this:

Business Representative: “You say that we need to consistently add new content to our web sites in order to rank better in Google. But what sort of content can we add? We’ve already got pages for each of our products.”

Me: “You can add all sorts of content. Newsletters, customer testimonials, white-papers, articles. Do you have a company blog?”

Business Representative: “Not any more. We used to have one because our competitor started one. But we didn’t have anything to blog about so we deleted it”.

Me: “What do you mean you didn’t have anything to blog about?”

Business Representative: “We’re a company. We don’t really have a lot to say. Blogs might work for personal web sites, but not for a company. We really didn’t know what to blog about.”

Myth Busted

I’m always amused when I hear this argument. I tend to respond with a raised eyebrow and a knowing smirk. Rather than continue to argue, I simply load this page on to the big screen.

This “article” – and I use the term loosely – consists of nothing more than a handful of photos and less than 200 words of text. The subject matter is RIDICULOUS. Why would anyone feel the need to write about a lost TV remote? Well apparently, it’s a direct response to frustrated searchers who type in things like “where is the *&%$&^ TV remote?” or “where did I leave my keys?” into Google in desperation. As remote as it seems (ha!) there is actually a market for this type of thing and WikiHow authors have capitalized on it.

Let’s face it – if you can blog about how to find a lost TV remote, you can blog about ANYTHING. Look how many shares that article has had! I’m sharing it with you now and I’ve seen it shared on Facebook a dozen times, possibly in a “what the…?” way, but still.

It might be an extreme example, but it underscores the point that the “I have nothing to blog about” excuse doesn’t cut it any more. You truly CAN blog about anything. Q and A based or How To style blog posts are the most popular with searchers, because people are constantly looking for answers and solutions to problems. If you can meet that need, you are halfway to doubling your traffic.

Sources of Blogging Inspiration

Still unsure what to blog about? Let me give you some potential examples:

Blog Topic Ideas for: Banking / Finance

  • How to Choose a Suitable Retirement Fund
  • Q & A: Which Bank Fees are Tax Deductable?
  • 10 Tricks to Get Your Kids to Save Their Pocket Money
  • 5 Financial Calculators You Can’t Do Without

Blog Topic Ideas for: Travel / Hospitality Industry

  • Top 10 Items to Include on Your Packing List
  • Q & A: Is a Credit Card or Debit Card Better to Take on Vacation?
  • Best Value Vacations for Large Families
  • How to Always Book the Best Seats on a Plane

Blog Topic Ideas for: Retail

  • 10 Tips for Successful Online Clothes Shopping
  • How to Win Online Auctions Without Using Auto Bidding Tools
  • Online Shopping: How to Protect Your Privacy
  • How to Find Retail Coupons Online

Blog Topic Ideas for: Education Sector

  • How to Manage Restrictions on Your Child’s Mobile Device
  • Q & A: Are Online Courses Recognized by Employers?
  • Top 10 Mobile Devices for Senior School Students
  • 5 Apps That Will Encourage Your Kids to Do Homework

Getting the drift? I made these up in about 10 minutes, but I’m sure you can come up with plenty of more appropriate ideas that make sense for your own particular industry and target audience.

Metrics Gold:

A fantastic source of potential web site or blog content can be found in your site analytics. If you use internal site search, make sure you check the search trends on a regular basis. If you’re using Google Analytics, you can find these under Behavior -> Site Search. Here you can find not only the search terms that people entered into your internal site search box, but the pages that they visited as a result of their search. This is metrics GOLD! You will often see keywords and topics here that your visitors are looking for on your site but aren’t finding. Again, it comes back to the concept of providing answers to regular questions. If you are an online retailer who sells baby capsules and you’re noticing a lot of visitors searching for “baby capsule for car”, that should prompt you to write an article or blog post along the lines of “How to Secure Your Baby Capsule in the Car”.

Customer Driven Content:

Your Customer Support or Help Desk team can also be an ideal source of fresh site content. They are the people closest to your customers and they have a good idea of what problems or questions customers have about your products and services. By gauging the topics your customers are most interested in, you can plan new content knowing that you have an audience already keen for it.

It’s a similar story with Social Media. The conversations you have with your customers via social channels can be a source of inspiration for new blog posts. Even a basic exchange on Twitter, for example, can be easily turned into a Q and A article.

So next time you think “But I have nothing to blog about!”, refer back to this article and think again. Now… where did I put that jolly TV remote?

Everything You Wanted to Know About Google Hummingbird But Were Afraid to Ask

Google-HummingbirdBased on a few emails I’ve had this week and some comments left on Sarah’s last Fast Five in Search post, it’s apparent that some of you are still confused about Google Hummingbird and what it means for your site’s performance in Google.

I’ve gathered together some of the key points and added some of my own insights below to try and shed some light on the issue.

Google Hummingbird: A Summary

  • Hummingbird is an entirely new search algorithm, representing the most major change to the Google search engine since 2001.
  • Google has been using Hummingbird since late August, but only announced it in late September.
  • The new algorithm helps Google sort through “conversational search” faster and better understand the context of the conversation. Conversational search has natural language processing and semantic search built into it. For example you can now *speak your search* on Chrome and it will repeat it back to you before displaying contextual search results related to your query. You can then extend your search “conversation” by asking further questions in a way you can’t do with regular search, e.g. using shortcuts that reference your previous query. Often, information cards will be shown alongside search results.
  • Hummingbird focuses better on the meaning behind the words based on the context of the search query and the searcher. In particular, Google said that Hummingbird is paying more attention to each word in a query, ensuring that the whole query — the whole sentence or conversation or meaning — is taken into account, rather than particular words. Hummingbird is designed to apply the meaning technology to billions of pages from across the web, in addition to Knowledge Graph facts which should provide better, richer results.
  • Hummingbird now allows Google to be better at relationally linking search queries and Web documents which means that its Knowledge Graph has been considerably enriched.
  • Hummingbird focuses on user intent versus individual search terms.
  • Google will likely use Hummingbird to better process social signals and this could turn out to be a major SEO ranking factor in the near future.

Key Examples of Hummingbird at Work

  • A search for “acid reflux prescription” used to list a lot of drugs, which might not be necessarily be the best way to treat the disease. With Hummingbird, Google says results have information about treatment in general, including whether you even need drugs, such as a “treatment for acid reflux” article posted by the Mayo Clinic.
  • Another example: Today I searched for “What can I take to help me sleep?” on I noticed that nearly half of the top 10 results were Q & A or *How To* style articles. I also noticed that suggested medicines treatments featured more prominently than they used to (see screen shot below):

Google Hummingbird: Key Takeaways

  • SEO is now less about keyword data and more about customer engagement.
  • As a result of Hummingbird, SEO strategy has become more about creating quality, engaging, shareable, linkable content within a logical context (i.e. using semantic markup and natural language). The aim is to become an information hub and trusted source. This can be achieved by answering searcher questions and creating content that emulates those information cards that Google supplies in response to conversational search.
  • Hummingbird and the increase of *Not Provided* (hidden keyword) data means you now have to measure the success of your web site via the entry pages and the number of pages receiving organic referrals i.e. It is now critically important that your website answers questions for end users. Content that answers specific questions will be critical for Hummingbird success. Websites can’t grow their entrance pages without introducing new content regularly.
  • It’s now less about the keyword and more about the intention behind it. Not having keywords provided in analytics makes it harder to discover customer intent, but we can get clues about that by monitoring visitor pathways on our sites and actively engaging with customers on social media and other channels.
  • Google’s saying there’s nothing new or different that SEOs or publishers need to worry about. Guidance remains the same, it says: have original, high-quality content. Signals that have been important in the past remain important; Hummingbird just allows Google to process them in new and better ways.
  • If you haven’t lost traffic in the past two months, you probably came through Hummingbird unscathed as it went live about 2 months ago.
  • There’s been no major outcry among webmasters that they’ve lost rankings. This seems to support Google saying this is very much a query-by-query effect, one that may improve particular searches — particularly complex ones — rather than something that can cause major traffic shifts.


David Amerland, search engine expert and author of *Google Semantic Search* says Google’s move toward semantic search will benefit SEO practices:

“Google has increased its ability to deal with complex search queries which means that it also has got better at indexing entities in Web documents. From a strategy point of view this opens the horizon for companies and webmasters considerably. From a practical perspective, the need to identify the USP of each business and become authoritative within it is now a key criteria for continued SEO success. The comparison element that has been integrated suggests that semantic mark-up may begin to confer an advantage now when it comes to helping index information in products and services.”

He emphasizes the importance of content not being left in isolation, but instead shared across social networks via identified influencers:

“This is not something that can or will happen at the drop of a hat,” said Amerland, “It requires time and commitment to building a relationship with influencers and sharing with them content that is of real value to their network.” Quick SEO, according to Amerland, “Is now firmly in the past.”

Google Hummingbird: Changes You Should Make Immediately as a Result

So exciting improvements for searchers, but where does that leave you? Here are some recommended changes you can and should be making to your web sites as a result of Hummingbird:

1) Add Question Answer Pattern Content (e.g. like you find on a Q & A page or a Facebook comment thread )

2) Set up a Google+ page for your business if you haven’t already done so.

3) Implement Google Authorship on your site/blog and link it to your Google+ page.

4) Use Schema Mark Up for any rich technical data on your site, such as product specifications, dosage instructions and garment sizing.

5) Ramp up your social marketing activity to take advantage of Google’s new conversational search skills and make sure you cross-promote your social channels with your main web site content.

6) Implement Mobile SEO Tactics (e.g. increase load speed, reduce file sizes, increase mobile content)

7) Increase the Domain Authority of Your Site  (via more incoming links)

8) Add new content to your site REGULARLY. The addition of new content is now absolutely vital to online marketing efforts in a post-Hummingbird environment. If you can’t add fresh data to your web site on a regular basis, get ready to wave to your competitors as they go sailing past you towards the top of the SERPs.

Speed is of the essence. This information is only just filtering out into the SEO world. The sooner you can respond with Hummingbird-friendly content, the more traffic you’ll get before your competitors will even know what’s hit them.

Questions? Comments? Please add to this thread.

Key Sources for This Post:


Search Industry Job of the Week – Search Marketing Coordinator

Job Title: Search Marketing Coordinator
Job Reference: Unknown
Position Type: full time
Name of employer: Zappos Development, Inc.
Location: Henderson, NV
Date Posted: 15 November 2013
Position description:

Zappos IP, Inc. is looking for a Search Marketing Coordinator!

Why join them? Their unique culture has made, Inc. and its subsidiaries one of FORTUNE’s 100 Best Companies to Work For five years straight. Find out why:

Why else? They offer an extensive benefits package for all full-time employees, including medical, dental, vision, and 401k!

And . . . they’re hiring like crazy right now and looking for smart, forward-thinking problem solvers to join their world-class and fairly wacky team.

Oh, and one more thing! Cover letters are cool, but do you know what’s even cooler?! Show them who you are with a cover letter VIDEO! You will be able to upload one when applying for this position. (Video cover letters are not required, but if you wanna do one, they wanna see it!)

Position Summary:

Zappos Development, Inc. is looking for a full-time search marketing coordinator who is self-motivated, entrepreneurial, and has great attention to detail. The position requires a minimum of six months of online marketing experience preferably in search engine marketing. This person would be responsible for the daily management of many of their paid search engines. They want someone who can generate awesome keywords that drive the best visitors and conversions. Also, they need Excel gurus who can create dynamic formulas and other cool whizbang reports! Do not forget about ad copy: they need you to always be testing what ad copy works best and to continually refine.

This position will also include, but is not limited to, the following responsibilities:

  • Daily monitoring of ROI and conversion across all campaigns.
  • Strategic bidding of categories and keywords.
  • Weekly communication with search engine account executives to improve performance.
  • Serve as a liaison with software engineers to create new tools and optimize our accounts.
  • Work with their awesome merchandising team to identify trends to utilize for paid search ideas.

Required Skills:

  • A minimum of six months online marketing experience, preferably in SEM/PPC.
  • Four year degree, preferably in marketing or a technical discipline.
  • Very strong organization, problem solving, and interpersonal skills.
  • Proactive and able to develop rapport and positive working relationships with coworkers and account executives.
  • Ability to multitask and prioritize various projects.
  • Strong negotiation skills.
  • Strong analytical skills.
  • Proficient in Microsoft Word and Excel.
  • Must love negative keywords.
  • Experience with Kenshoo, Marin Software, ClickEquations, Acquisio, Coremetrics, Omniture, Webtrends and/or Google Analytics is preferred.

Salary range: Unknown
Closing date: Unknown
More info from: Zappos Careers
Contact: Send resumes via online form to: jobs[at]

For more search industry jobs, or to post a vacancy, visit Search Engine College Jobs Board.