Weekly Web Gems #7: Top Shelf Copy’s Online Marketing News

2013's best and 2014 trends, and the latest e-commerce stats are featuredThis week’s online marketing news is packed, as I took the Thanksgiving weekend off and have re-scheduled our weekly for Tuesdays.

Besides the perennial retrospectives/highlights and projections/strategies for the new year, the more notable headlines include:

  • Cyber Monday’s (desktop) e-commerce sales made history in breaking the U.S. record for a single day’s online spending.
  • Google’s new Trends Topic reports, and its plans to turn G+ posts into web-wide display ads.
  • Facebook declares news trumps memes in an effort to dominate (paid and other) content distribution, and tries to persuade marketers to buy ads in forecasting an imminent decline in its organic reach.
  • The latest social media sharing and e-commerce stats.

Finally, both Search Engine Roundtable and TopRank Online Marketing celebrated 10 years in the business – congrats!

Enjoy this collection of web gems and please feel free to share! Thanks!

Cutting Edge Content

Cyber Monday Jumps 18 Percent to $1.735 Billion in Desktop Sales to Rank as Heaviest U.S. Online Spending Day in History | via comScore.

PCs Still Tops for Web Shopping Across Categories [Most have bought via mobile, but still prefer the desktop] | via eMarketer.

After the Tracking Cookie: A Web War Without End? | Carla Rover via the EMA Blog.

The Future of Content: Upcoming Trends in 2014 | Stephanie Chang via Moz.

Beyond Content Marketing Basics: Optimize & Socialize Your Digital Marketing for 2014 | Lee Odden via TopRank.

5 Ways to Create More Strategic Content in 2014 | Tommy Walker via Unbounce.

Content Creation Strategy That Will Increase Sales | Jennifer Horowitz via Level 343.

Reverse Engineer Your Content in 4 Steps Based on Keyword Insights | Aubrey Beck via ClickZ.

Marketing Businesses That Make Themselves Look Like Fools | Melissa Fach via CopyPressed.

Native Advertising and the Debate on Content Marketing as Journalism | Joe Pulizzi via Content Marketing Institute.

FTC: Native Ads “May Be Illegal” In Some Cases | Greg Sterling via Marketing Land.

Brand-jacking: When Real-time Content Marketing Goes Wrong | Stan Magniant via Newsroom CMO.

Six Digital Media and PR Lessons From 2013 | Martin Waxman via Spin Sucks.

Do you love ‘em and leave’em online? | Heather Lloyd-Martin via SEO Copywriting.

Organize Content Development with the (Free) Editorial Calendar Plugin | Rae Hoffman via Sugarrae.

Breaking Through the Brain’s Barriers | Tim Ash via ClickZ.

Discovery: The Most Important Part of Conversion Rate Optimisation | Paddy Moogan via State of Digital.

What Makes Good Copywriting? 6 Characteristics of Top-Notch Copy | Meghan Keaney Anderson via HubSpot.

Integrated Marketing Simplified: Be the Best Answer | Lee Odden via TopRank.

B2B Sales & Marketing – Why You Need to Blow it Up and Start Fresh | Ed Marsh via Business 2 Community.

2013 Year in Review: Email Marketing Winners & Losers | Dave Hendricks via ClickZ.

The Future Of Internet Sales Tax: What’s Next After The Supreme Court’s Denial Of Amazon, Overstock Appeals? | Ginny Marvin via Marketing Land.



Savvy SEO & Search

10 Years Covering The Search Industry | Barry Schwartz via Search Engine Roundtable.

SEO Changed Forever In 2013. How To Adjust And Thrive In 2014 | Jim Yu via Search Engine Land.

Machine Learning Basics for Better Content & SEO Results | Doc Sheldon via Search Engine Watch.

SEO Intent | Understanding Search | Gabriella Sannino via Level 343.

Why Do We Need More Quality Content To Get Correlated To Our Web Presence? | Bharati Ahuja via WebPro Technologies.

99 Zingers – Tips That Will Challenge Your Digital Marketing Beliefs | Eric Enge via Search Engine Land.

How Google May Rewrite Your Search Terms | Bill Slawski via SEO by the Sea

2014 SEO Playbook (Part 2): On-Page Factors | Tom Schmitz via Search Engine Land.

2014 SEO Playbook (Part 1): Google Hummingbird, Content & Authority | Tom Schmitz via Search Engine Land.

The Brave New World of SEO: Beyond Websites | Janet Driscoll Miller via Search Engine Land.

Everything You Need To Know To Understand Google’s Knowledge Graph | Chris Ainsworth via Search Engine People.

How Online Retailers Can Leverage Unique Identifiers & Structured Data | Barbara Starr via Search Engine Land.

The Test Begins: Do Google Shopping & Other Shopping Search Engines Give You The Best Deals? | Danny Sullivan via Search Engine Land.

The Multi-Platform Majority Has Arrived. Are You Ready? | Eli Goodman via Search Engine Watch.

17 SEO Best Practices That Could Double Your E-Commerce Sales | Trond Lyngbo via Search Engine Land.

Take A Peek At Google’s Hummingbird Learning Lab (Google Now Topics) | AJ Kohn via Blind Five Year Old.

New Google Trends Topic Reports Designed To Deliver More Accurate Results | Amy Gesenhues via Search Engine Land.

SEO: Google’s Hummingbird algorithm from a content strategist’s perspective | Sam Smith via Scholars and Rogues.

How Google Attempts to Understand What a Query or Page is About Based Upon Word Relationships | Bill Slawski via SEO Copywriting.

Your Homepage Is THE Landing Page | John Paul Mains via Marketing Land.

How Google Fails to Help You Find Good SEO Advice in 2013 | Michael Martinez via Reflective Dynamics Blog.

Google Is Building Robots. These Demos Show Them At Work. | Jeff Bercovici via Forbes.

How Google Finds ‘Known For’ Terms for Entities | Bill Slawski via SEO by the Sea.

28 (of the) Best SEO Guides, Resources and Infographics of 2013 | Tom Pick via Webbiquity.

Best SEO Articles of November 2013 | Emmet Smith via SEO Tips.

Heads Up, Internet Marketers: How to Use PPC to Bolster Your SEO | Elizabeth Marsten via Portent.

RIP Google AdWords Editor?? | Larry Kim via WordStream.


  • SES London 2014 | February 10th thru the 13th. Reduced prices available thru December 13th!
  • SMX West 2014 | San Jose, CA: March 11th thru the 13th. Super Early Bird rates thru December 21st; Early Bird Rates available December 22nd thru February 1st!
  • ClickZ Live | New York, NY: March 31st thru April 3rd. Super Saver Rates of up to $800 expire January 24th!


Smart Social Media

Social Media: Six Ways to Evolve in 2014 | Gini Dietrich via Spin Sucks.

What’s In, What’s Out For Social Marketing in 2014 | Saya Weissman via Digiday.

Report: Facebook Still Dominates Social Sharing, But Pinterest Is Now Tops For E-commerce | Greg Finn via Marketing Land.

Google Tests Social Ads, Turns Google+ Posts Into Display Ads To Show Across The Web | Ginny Marvin via Marketing Land.

When Social Media Goes Public, Who Is Served? | Laura Crest via Level 343.

Facebook Admits Organic Reach Is Falling Short, Urges Marketers to Buy Ads | Cotton Delo via Ad Age.

Facebook’s Algorithm Change All Part Of Its Native Ad Master Plan | Joe Lazuskas via The Content Strategist.

The Facebook content game: Who will win and who will lose? | Bryan Goldberg via PandoDaily.

Cyber Monday On FBX: YoY Conversion Rates Up 34 Percent, CTR Nearly Doubles | Ginny Marvin via Marketing Land.

The Facebook Conversion Formula: A Blueprint for Turning Fans into Customers | Alexy Shamy via Jeffbullas’s Blog.

Only CEO’s Need Apply (CEO’s and Social Networks) | Gabriella Sannino via Level 343.

Misguided Marketing: How Do You Get the Most Value from Facebook | Sherice Jacob via KISSmetrics.

Optimizing for Twitter People Search: Does a Keyword in Your Name Help? | Matt McGee via Small Business Search Marketing.

How Are People Using Facebook? Survey of 325 Users | Eric Enge via the StoneTemple Blog.

Advertising on Facebook: Tips and Tricks | Jennifer Horowitz via Level 343.

12 Killer Social Media & Content Marketing Blog Posts from 2013 | Lee Odden via TopRank.



Photo credit to decar66 via Flickr Creative Commons