Recent Posts by Sam Gerdt

Understanding Semantic Search and How It Affects Search Engine Marketing

 

Sometimes it’s hard to see just how smart technology is becoming. The advent and evolution of Artificial Intelligence — already more than 60 years old, by the way — is something that we insist on thinking about in futuristic terms. The reality is that AI is here, and you interact with it every day.

One way that most of us interact regularly with AI is through Google Search. You might think that your search query is simply parsed into keywords so that google can return popular web pages that contain those keywords, but that’s a 20-year-old concept of search.

Since the Hummingbird algorithm update in 2013, the name of the game is semantics - and Google Search is getting scary good at it.

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Posted by Sam Gerdt on November 12, 2018 in Search Engine Optimization | 0 Comments

Property Developers, Increase Revenue with 3 Marketing & Sales Upgrades

 

Traditionally, most property development companies use conventional marketing tactics such as print marketing, billboards, magazines, and radio. While these methods can, and have seen a lot of success, average spending on traditional marketing by property developers has been declining steadily for the past 10 years. These methods just don't have the same level of capabilities, reach, and insights that digital marketing can provide.

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Posted by Sam Gerdt on October 17, 2018 in Marketing Technology | 0 Comments

8 Critical Pieces of a Content Marketing Strategy

 

Before you put a single content marketing wheel in motion, you need to have a well-documented strategy to guide you as you implement and validate your results. Without such a plan, you might spend thousands of dollars per month on activities that can actually hurt your results in the long run. Here we identify 8 critical pieces of any successful content marketing strategy.

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Posted by Sam Gerdt on August 29, 2018 in Marketing Strategy | 0 Comments

Create Free, Fast & Easy Video With Soapbox (#cultureofvideo)

 
One of the biggest objections we hear as to why a company isn't creating regular video content is that it takes too much time and skill - it's just too disruptive. I actually love hearing this objection because, believe it or not, I can crush it with a single word. That word, ladies and gentlemen, is SOAPBOX.
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Posted by Sam Gerdt on May 3, 2018 in video marketing | 0 Comments

3 Strategies to Guarantee Social Media Isn't Your Worst Investment

 
 

 

There was a time when social media and marketing platforms were willing to give you amazing value just for using their services and contributing to their grand experiment. Social media was one giant beta test, and it lulled people into believing that the goal of these new platforms was to create free exposure: to "connect people".

Unfortunately, the only real goal any successful business is going to have is generating revenue. Once that "free exposure" platform goes public, shareholders will be expecting to see profits.

Facebook is a great example. I want to break down what it takes to be effective on social media today, focusing mainly on a single metric.

Reach.

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Posted by Sam Gerdt on May 1, 2018 in Social Media, Facebook | 0 Comments

Facebook's Privacy Blunders are going to Affect Your Business

 

In March 2018, the world learned that the private data of over 50 million Facebook users was secretly harvested by Cambridge Analytica and used on behalf of the Trump campaign to influence the 2016 presidential election. (We've since learned it was closer to 87 million users whose data was compromised.) For some, these revelations didn't come as a shock — Facebook, after all, is a business built around personal data collection — but for many, these revelations prompted a profound awakening. First, to the fact that Facebook and other social media platforms are collecting more data than we realize. Second, to the fact that Facebook isn't necessarily keeping that data a secret. And third, to the fact that our data may seem inconsequential, but can be used to do extraordinary things — like choose the next president (whether we vote for that candidate or not).

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Posted by Sam Gerdt on April 13, 2018 in Facebook, Digital Marketing, Hubspot | 0 Comments

How To Make A Video In Less Than Two Hours (#cultureofvideo)

 

I recently presented for a local group of marketers on the topic of video marketing. After the talk, I asked the question, "Besides cost, what is the biggest factor keeping you from regularly producing videos?"

The unanimous answer was this: "Making videos takes too much time, and the process is too disruptive."

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Posted by Sam Gerdt on March 28, 2018 in video marketing | 0 Comments

Web Design Doesn’t Matter: AIN’T NO MEAT IN A JELLYFISH

 

I cut my web design teeth in the age of skeuomorphism1 and flip phones. It’s OK if you don’t know what skeuomorphism means because no one is ever going to talk about it seriously again. In those days (this is 2003-2008) there was a culture of one-upmanship at work among web designers. We were pushing the boundaries to introduce more realism - more feeling and warmth - to the web. Your website was meant to feel like a room that was specifically yours - with your posters on the wall and your coffee rings on the desk. It’s no surprise that the actual content and function of the website was largely ignored. How many times did you have to wait for a painfully slow flash website to load just so the designer could literally add a flicker to the lightbulb that was inexplicably included in the design?

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Posted by Sam Gerdt on September 22, 2016 in Web Design, Inbound Marketing | 0 Comments

King Content vs. Rapid Metamorphosis

 

Remember when everyone (Waypost included!) was talking about “responsive design” like we had finally arrived at Web Nirvana? Chalk that one up to old dogs learning new tricks, I suppose, because the reality being revealed is that there is no final destination in sight and this train we’re on is more akin to the Japanese Bullet than your garden variety freight train.

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Posted by Sam Gerdt on May 27, 2015 in Internet Marketing, Social Media, Digital Marketing, Content Marketing | 0 Comments

The UX Designer's Toolbox (Part 3): Testing

 

We've covered research and prototyping, and now we actually have a fleshed out design to work with. It's time to do some testing. Usability testing is the last step in the UX design cycle (I say cycle because testing often results in more research and prototyping) and, sadly, is an often ignored part of the equation for one simple reason – nobody wants to pay for it. While it is true that whole-hog usability testing is expensive, you don’t need 100 strangers in a room with two-way glass to test a website. There are many ways to accomplish small scale usability testing with zero added cost, and I would highly recommend these practices to any small firm or sole-proprietor for whom proper testing is not an option.

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Posted by Sam Gerdt on March 11, 2015 in Web Design, UX Design | 0 Comments