By Christopher Hutchens


This week in inbound we'll look at five SEO content shifts, Google's Attribution update, and we'll explore how marketers can look at data to help detect ad fraud. 

New and Noteworthy

Five SEO Content Shifts

In Google’s continuous quest to give users the best content at the right time, a lot has changed in terms of creating and promoting content. Content that Google showed you five years ago during a search is going to be different from the results you would see today, and the reason for this is because Google now places more emphases on local search, content that is based on actual data, content that is optimized for mobile, etc. If your company creates or produces content, here are five content shifts you need to master.

Google Launches Attribution

The major issue with last-click attribution models is that they ignore every touchpoint that came before the “last click.” For example, a Google display ad might get credit for bringing a visitor to your website, but that same visitor might already be on your email list. Shouldn’t your emails get at least some credit for the nurturing that occurred before this visitor came to your website? In an effort to clean up its reporting, Google announced a new free version of Google Attribution that will help simplify multi-channel and multi-device advertisers. Read more about Google’s announcement here.

Grow Your Inbound Marketing

Target the Decision-Maker: How to Blog Effectively to the C-Suite

Blogging helps educate people on your service or product and industry and is a great way to drive traffic to your website. You ultimately want your blogging efforts to translate into traffic, leads, and customers, but in order to do that, you need to reach decision-makers. While blogging does tend to attract more top-of-the-funnel leads, you can certainly attract C-suite decision-makers if you know a few secrets. Learn how to blog effectively to the C-suite decision-makers here.

7 Reasons Why Qualified Leads Aren’t Converting on Your Website

When you’re attracting leads to your website, it can be very frustrating to see them not convert. You’re driving traffic, but they’re just not turning into customers. The reasons for this can vary, but it’s one of the most important things to address in creating a successful digital strategy. See the seven reasons why qualified leads aren’t converting on your website.

Marketing Reports, Updates, Trends

Detecting Ad Fraud: A Guide for Marketers

With countless advertising platforms to choose from, and new ones popping up every day, it’s easy to feel overwhelmed as a marketer. With so many choices as to where you spend your money, you need to make sure you’re receiving a return on your investment. Most of us as marketers rely on metrics and campaign data to determine if spend yielded a return or the results we were looking for, but do you know how to spot when ad performance (or a lack thereof) starts to look fishy? This guide by columnist Ratko Vidakovic will help you spot suspicious ads and their performance.

Moore’s Law and Behavioral Marketing

Setting up tracking and analytics for digital initiatives hasn’t always been easy. As new technology has been developed and released over the years, integrating those channels with tracking measurements hasn’t always been simple. But now, with tracking and performance metrics built in to just about every platform imaginable, the biggest and most successful companies are asking lots of questions about user behavior and using the data to help determine future strategy. Read more about how Moore’s Law has affected behavioral marketing here.


What marketing stories caught your eye this week? Tell us about them in the comments!


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Christopher Hutchens

About the author

Christopher Hutchens is a Marketing Consultant at SmartBug Media. He previously worked as an interactive project manager, helping launch and redevelop websites for B2B and B2C companies. Chris is originally from Chicago and has a B.A. in Psychology from the University of Missouri. Read more articles by Christopher Hutchens.

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