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Mark Hemmer

Recent Posts

Google RankBrain: How Artificial Intelligence Powers SEO in 2018

Posted by Mark Hemmer on 7/6/18 10:00 AM

There's no shortage of information available on SEO. You likely know what's worked in the past, why it doesn't work today, and what the buzz is about the future. If you don't, you can easily find out. This post won't rehash the history of SEO. It's about what you need to know right now. Artificial Intelligence (AI) is powering SEO in 2018. With technology like Google RankBrain at the forefront, AI is changing how every business should approach SEO. More than that, AI is changing everyone's understanding of SEO. Tricks are out and quality is in. The good news? 'Quality over all else' is a future-proof strategy. 

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Improve Your Site Architecture and SEO Simultaneously

Posted by Mark Hemmer on 7/2/18 10:00 AM

When focus turns to tunnel vision, it's easy to fix one thing while breaking another. Case in point: the leading strategy on SEO for a while was targeting individual long-tail keywords in blog articles. It worked! At least, it worked in the SEO-sense. In many cases, Google did rank those articles highly for the given search term. However, there was an unfortunate bi-product of that strategy: bloated, redundant websites with little structure to speak of. With all the focus going to SEO, website architecture became a mess. Bad architecture pulls everything down, so SEO shifted again. Now, Google uses RankBrain and can understand intent, authority, and related content better than ever before. With the new topic cluster model, businesses can improve site architecture and SEO simultaneously:

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4 Tips For Building Content for Trade Shows

Posted by Mark Hemmer on 6/25/18 10:00 AM

Attending a trade show is a fight for attention. Your business has one booth and one shot at attracting attendees and turning them into qualified leads. How can you best show off your product or service? How can you maximize your ROI at trade shows? The answer lies in the content you create. For trade shows, 'content' can take many shapes: brochures, giveaways, blogs, emails, banners, and more. If you want to build effective content for trade shows, keep these four tips below in mind.

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AR for Trade Shows: Do More with Limited Space

Posted by Mark Hemmer on 6/22/18 10:00 AM

Trade show booths are small. Most trade show booths look the same. It shouldn't be a surprise that those two things are related. Sometimes, limited space leads to limited ideas. So, most businesses simply copy one another. They put up pull-up banners. They spread brochures across the table. There's a table runner with the company logo. Maybe there are free pens or a bowl of Tootsie Rolls for attendees to grab. The result is a trade show floor where no one stands out and most booths look indistinguishable. Clearly, that's an issue for companies who want more from their trade show appearances. If that describes you, consider AR for trade shows.

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Topics: GrowUp

Content for Sales: Give Your Team an Advantage

Posted by Mark Hemmer on 6/18/18 10:00 AM

Every sales team is looking for an advantage. What can you do for your sales team to help them close more deals? The best answer to that question: create content. Salespeople are tasked with starting conversations from scratch and carrying them through to a closed deal. That involves a great deal of educating potential customers, explaining the value of a product or service, and overcoming objections. When you're able to arm your sales team with content ahead of time, it makes that conversation easier. Here's how:

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5 Content Essentials Businesses Can’t Ignore

Posted by Mark Hemmer on 6/4/18 10:00 AM

Why do you wear nicer clothes to work? Your favorite pair of sweatpants cover you just as well as slacks or a pencil skirt. Sure, there's a mustard stain (or maybe it's popcorn butter) and they've sidestepped the wash the past couple of weeks, but they look (and smell) fine. If your cat doesn't care, neither should customers. Besides, sweatpants pair well with unwashed hair.

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Topics: GrowUp

Predictive Lead Scoring is the Next Big Thing in Sales Enablement

Posted by Mark Hemmer on 5/25/18 10:00 AM

Having too many leads coming in to handle is a good problem. But, it's still a problem. Your sales team has a finite number of hours to hit the streets, make calls, and try to close deals. It's critical that they're using that time wisely and focusing on the leads that have the best chance at becoming customers. Sometimes, it's obvious who the best leads are. Other times, not so much. For the latter scenario, it becomes important to find some way to 'score' leads so that your team is prioritizing them effectively. 

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SEO Strategy: Search Engines Use AI to Understand Intent

Posted by Mark Hemmer on 5/18/18 10:00 AM

The most difficult questions are those where the answer is constantly changing.

For example: What's the best SEO strategy? 

The answer seems to shift rapidly. For years, it was about outsmarting Google's algorithm. Experts would try to ascertain what Google was up to and then try to exploit the algorithm of the moment for a higher ranking. Over time, those tricks, schemes, and workarounds have proven ineffective. Even when they "worked," the result was bad content and a worse user experience. Google recognizes when websites are acting in bad faith and knock them down in the rankings accordingly. Even when there's a tactic that appears effective, rest assured that Google is hard at work shutting it down. 

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Topics: GrowUp

6 Things You Need to Know About Chatbots

Posted by Mark Hemmer on 5/11/18 10:00 AM

Chatbots are the future. Marketing is always evolving and the next wave is going to focus on bots. With messaging apps usage on the rise and people in search of quicker answers from businesses, chatbots make perfect sense. Here are 6 things you should know about chatbots: 

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Topics: GrowUp

What is Google RankBrain?

Posted by Mark Hemmer on 5/4/18 10:00 AM

What is Google RankBrain?

As search engines become smarter, the conversation around SEO begins to change. Google RankBrain is the machine learning component of Google's primary algorithm. RankBrain uses artificial intelligence to "learn" contextual information so that it can deliver the most relevant results for users. Google's goal has always been to provide the best answers. RankBrain gives Google the ability to determine intent, which allows searchers to ask questions naturally. Human beings don't speak in exact long-tail keywords, so Google has adjusted how it serves up results accordingly. 

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Topics: GrowUp

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