Insights from Nebo

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January 6, 2014

Redefining SEO

In the early days of the Internet, Search Engine Optimization (before it even had a name) was simple. Getting your site indexed was more than half the battle, and that was easy. Submit your site to search engines, tell them what your company does, then sit back and wait for users to come find you.

But as search engine algorithms evolved and started crawling, analyzing, and indexing literally everything, a gap between well-intentioned marketers and those out to game the system became apparent.

While marketers with integrity were out building their brands, creating great content, and optimizing their site, quick-fix SEOs were link-building, cloaking pages, and adding hidden, keyword-stuffed text to theirs. While the good guys were trying to earn loyalty by offering value to users, black-hats were trying to syphon off domain authority that they hadn’t actually earned.

This gap has continued to widen, and we have always approached our SEO campaigns with a “user-first” mentality. We’re not interested in chasing algorithm updates or trying to capitalize on a short-term fad or take advantage of some flaw in the system. It’s always been our belief that if you create campaigns that add value to your audience, you will be successful.

January 2, 2014

Why Firing First Means Finishing Last

Every year, the day after the NFL regular season ends, a number of coaches get fired. In a 32-team league, the number varies, but it’s often in the 5-8 range, which means there’s an annual turnover rate between 15% to 25%. This year, 5 coaches were fired. Black Monday, as it’s now called, represents a major miscalculation in professional sports. But it’s also representative of a larger failure in the business word.

A “fire first” mentality has taken hold in most industries. If sales are down this year, get a new VP of Sales. If your cost per lead doesn’t drop 25% like the Excel spreadsheet needed it to in order to please the new Marketing Director, then get a new agency. It’s cause and effect. Right?

There are many problems with this line of thinking. But before we delve into all of the flaws of the current firing zeitgeist, let’s see what we can learn from one of the greatest coaches in NFL history – Tom Landry – a man who never would have achieved legendary status in today’s climate of impatience and instant gratification.

December 30, 2013

The Year of Culture: Our Most Shared Blogs of 2013

One of the great things about working in marketing is that we have an opportunity to talk about a wide variety of topics. Even better, we get to tell it like it is. We can weigh in on controversial subjects. We can be funny. We can be serious. We can take a stand against things that don’t make sense or things that are fundamentally wrong. And we can do these things without compromising our brand because our brand promise is to always tell the raw truth.

With that said, here are the topics from the past year that inspired the most discussion on our blog. These are the topics that really resonated with people. For us, compiling this list not only paints a picture of the year 2013, it gives us a chance to learn from the topics that best engaged so we can make our blog even better in 2014.

December 23, 2013

The Official 2013 Christmas Drinking Game

It’s time to bust out the Yule lager and get Tannenbombed as we celebrate our favorite time of the year. Though everyone loves Christmas, it’s not without its annoyances.

For every “O Holy Night,” there’s a “Funky, Funky Xmas” by New Kids on the Block. For every beloved Christmas special on TV, there’s a two-and-a-half-minute parade of jewelry commercials. For every warm holiday get-together, there’s an uncle who’s just a little too handsy.

It’s for these reasons that we present the Christmas Drinking Game. Take it with you to your family Christmas and feel that smooth, cold-filtered Christmas spirit spread through your body. Merry Christmas and Happy Holidays from all your friends at Nebo!

December 19, 2013

Social Media Reddiquette: A Marketer's Guide to the Front Page of the Web

Reddit is not only one of the Internet’s largest social networks (90.9 million unique visitors, generating 5.08 billion pageviews in one month), it is also the indisputable tastemaker of the Internet.

Think of the last meme, funny picture, or crazy video you saw in your Facebook feed. It probably was originally found on reddit. From Gangnam Style to basically most of Buzzfeed’s site, reddit lives up to its self-styled nickname of “The Frontpage of The Internet.”

Reddit is where you go for 15 minutes of Internet fame. But it’s also a place to go to find other people interested in some of the most niche topics imaginable.

There are 6,416 active communities (“subreddits”) that range from the massive like /r/videos, dedicated to finding interesting videos to /r/dogswearinghats, dedicated to...people who like to look at hats on dogs.

If you add up tons of traffic + viral capability + targeted audiences, you’d imagine that reddit was a marketer’s paradise. But in reality, it’s often a place for unwitting marketers to go and get embarrassed and called out on /r/hailcorporate (just ask Woody Harrelson’s PR agency). Reddit has a unique culture, and part of the culture is a very wary (some say irreconcilable) relationship with marketers.