Meet the Author

One of the most common questions we get asked is, “How did Nebo get its start?”  Even though that’s a good question, maybe a better question is, “Why did we start Nebo?”

Life at any agency can be tough. Clients expect amazing work and it's our job to meet those expectations. This results in heavy responsibilities – and pressure.  Turnover is high in our industry (30% per year according to one study) and burnout is a common problem. However, those who not only survive, but also thrive in agency life can hold their heads high as they are truly among the elite marketers in the world.

There is mediocre marketing. There is bad marketing. And there is failed marketing. But there is something worse than all of those combined: the AJC Reach.

They claim to be marketing. But they are litter. Garbage masquerading as marketing.

What’s the difference between ‘web design’ and ‘website design’? Or ‘SEM agency’ and ‘search engine marketing agency’? To humans, there is little difference; however, we’re seeing some interesting AdWords Quality Score variations between these similar keywords, even when taking other factors into account like CTR, CPC, landing page content, and ad copy.

The differences in Quality Score seem to be directly tied to the keywords in Ad Groups where we’re buying terms that are fairly synonymous.

Semantic search supplements and advances traditional search queries by utilizing several data points including XML & RDF data, demographic data, geographic information, and more to improve the accuracy of search results by adding layers of keyword context to the search algorithms.  Thereby enabling search algorithms to go beyond the current search metrics of keyword-rich content and data, and instead begin to eloquently dissect the meaning of each word in the search query in correlation to the all of the words within the query as well as considering other available data points.  This method weighs the relationship of each keyword in the query to each other, delivering a more sophisticated, relevant search result.

If we can truly establish and adopt better semantic standards for the Web, then search will become more accurate and context oriented.  However, there is some doubt about whether the W3C framework for semantics will ever be implemented since there is not a clear benefit driving its adoption to the industry drivers.

We will be publishing future articles and blog postings on this in the over the next few months so stay tuned...