I Trade Point Affrontano le sfide globali
INTERVISTA A GAETANO VISALLI. L’intervento dei Trade Point presso gli Stati del mondo Abbiamo a lungo scritto dei TRADE POINT e della loro storia che li vide nascere per decisione dell’UNCTAD,…
L’articolo I Trade Point Affrontano le sfide globali scritto da Paolo Brambilla proviene da Assodigitale.
Best Of B2B Search Marketing: Optimize Your 2022 With Our Top 10 SEO Posts
Search marketing has morphed and grown in numerous ways throughout 2021. At each of the shifts and changes in the search marketing landscape along the way, we’ve done our best to not only cover each twist and turn thoroughly, but to also offer insight and research-based strategy that will help B2B marketers meet the increasing challenges placed in front of us.
We’re fortunate to have a wealth of talented B2B marketing professionals contributing to the TopRank Marketing blog covering the state of search marketing — which will celebrate its 19th year in 2022.
To help our blog community grow its search marketing knowledge, we’re happy to offer our annual list of the most popular search marketing and search engine optimization (SEO) posts of 2021 we’ve published throughout the year.
Our Most Popular Search Marketing Posts in 2021:
1. 6 Timeless SEO Tips Content Marketers Can Do Now — Lee Odden
How can content marketers improve their search visibility? The best SEO advice isn’t worth much if it’s never implemented.
In our most popular search marketing post of 2021, our CEO Lee Odden shared six timeless SEO tips that you can implement right now, including:
- Avoid overuse of pronouns
- Facts tell, stories sell
- Links are like electricity
- Be the best answer
- Close the gap with an SEO audit
- Always be optimizing
Check out all of Lee’s 2,600+ posts here, and follow him on Twitter and LinkedIn.
[bctt tweet=”“Strive to ‘be the best answer’ for what customers are looking for by creating content that is in-depth, engaging, and inspires deeper click-throughs into your site.” — Lee Odden @LeeOdden” username=”toprank”]2. SEO Harmony: Why B2B Marketers Need To Integrate Search With Content Strategy — Lane R. Ellis
Why should B2B marketers should turn segmented SEO and content marketing efforts into an integrated strategy?
In the second most popular search marketing post of the year, I shared why uniting the two forms a more powerful and harmonious B2B marketing union, examining:
- SEO Specialists Gain By Reaching Out To Content Teams
- Audience Insights Benefit Both SEO & Content Marketing
- Content Teams Thrive By Making SEO A Fundamental Concern
- United SEO & Content Form A Powerful B2B Marketing Union
You can check out all of my posts here, and follow me on Twitter and LinkedIn.
[bctt tweet=”Marketers need to break free over the next 10 years by radically changing how they work with sales, stopping the baton hand-off model and moving much more of an integrated team. ” — Jon Miller @jonmiller” username=”toprank”]3. Trust and the Search for Answers: How Influence Optimizes SEO Performance — Lee Odden
How can B2B marketers optimize content for trust?
In the number three spot on our top search marketing posts of 2021 list, Lee shared how trusted content elevates the strength of brand search visibility, and why taking optimization to the next level creates even better customer experiences.
Lee shared fascinating and powerful ways to align your content, SEO and influencer engagement opportunities, including:
- Identify experts creating on-topic content with great search visibility
- Seek influencers with Knowledge Panels in Google
- Evaluate influencer’s link attraction rates when they publish or contribute content
- Provide influencers with SEO audits of their blogs so they can improve their search visibility
4. What 5 Recent Search Marketing Changes Mean For B2B Marketers — Lane R. Ellis
How can B2B marketers adapt to new changes in search engine marketing?
From Google’s “About This Result” and feedback features to its new Display & Video 360 data insights, Google Discover, TensorFlow ranking updates, and Bing search engine result page (SERP) chatbot and related-image features, in our fourth most popular search marketing post of 2021 I shared five recent changes, including:
- Learning More With Google Discover
- Google’s “About This Result” & Feedback Features
- Display & Video 360 Bring New Google Data Insights
- Google TensorFlow Ranking Updates
- Bing’s New Chat & Related Image Features
5. Beyond SEO: B2B Content Optimization for Trust and Customer Experience — Lee Odden
How does B2B content optimization work to build greater trust and better customer experiences?
In the fifth most popular search marketing post of 2021, Lee shared how to take optimization beyond search and into customer experience with a more holistic B2B content strategy, including:
- What Can Be Searched Can Be Optimized
- Optimize For Customers
- Optimize For Experiences
- Great Content isn’t Great Unless it’s Findable and Credible
- Go Holistic with B2B Content or Go Home
6. Content Marketing Optimization Audits – Find Where SEO Can Boost Content Marketing Success — Lee Odden
How do SEO and content marketing strategy interact with one another in a cohesive way?
In our sixth most popular search marketing post of 2021, Lee walked us through the five fundamentals of SEO and audit reports to help you boost your content marketing success, including:
- Keyword Research
- Content Audits
- Technical SEO Audits
- Inbound and Internal Linking Audits
- Social Media Audits
7. 5 Tips for Empowering Enterprise SEO Success — Lee Odden
How can B2B marketers empower enterprise SEO?
From ongoing education and energizing advocates to marketing results and customizing communications, in our seventh most-read search marketing article of the year, Lee shares how, and why even the best SEO advice isn’t so great if it’s never implemented. Learn all five ways to empower SEO at enterprise companies, including:
- Ongoing Education
- Energize Advocates
- Market Results
- Be Available
- Customize Communications for the Enterprise
8. Optimizing Digital Assets: How B2B Marketers Can Combine the Best of External & Internal Search Findability — Lane R. Ellis
How can B2B marketers optimize a digital asset workflow that combines best practices for search findability both externally and within your business?
In our eighth most popular search marketing post of 2021, I shared how to bring it all together with a digital asset management (DAM) solution, including a look at the following key areas:
- What Are Digital Assets In B2B Marketing
- Better Search Findability Externally
- Better Findability For Your Organization
- Bringing It All Together With A Digital Asset Management Solution
9. Autumn of Search: In-Person & Virtual SEO Events for B2B Marketers — Lane R. Ellis
What are the top conferences and events B2B marketers should be considering for hybrid of in-person learning?
In the last decade alone the number of conferences has risen drastically, making it harder than ever to hone in on the ones that can best help build your business, boost your networking opportunities, and offer the most relevant new industry education from top speakers, especially in world of B2B search marketing.
These 19 hybrid and in-person B2B marketing conferences and events will help elevate and inform your search strategy. From #Pubcon & #SearchLove to #MozCon & more, in our ninth most popular search marketing article of 2021, I share them all.
[bctt tweet=”“We’re all the same size rectangle on the Zoom screen.” — Vanessa Colella of @Citi” username=”toprank”]10. How Influencers & Best Answer Content Help B2B Marketers Dominate in Search — Lee Odden
How can optimized best-answer content help B2B marketers dominate in search?
Rounding out our top ten list of search marketing posts for the year, Lee has shared the SEO value that influencers can bring to content marketing through expertise, authority and trust, including a helpful look at the following advantages B2B influencer marketing offers:
- Industry experts can add credibility to brand content
- Influencers can help lesser known B2B brands build their exposure and credibility in the marketplace more quickly
- Trusted influencers can help B2B brands c0-create more authentic content that resonates with buyers
- Influencer partners can help B2B brands create more content than they could on their own
- Key opinion leaders can drive conversations about topics important to brands and their customers through content
- Influencers can help create and promote brand content to new audiences that ignore traditional tactics like ads
- B2B brands that develop relationships with the experts in the industry that customers listen to can realize important marketing objectives like increased advocacy for the brand and its solutions
Thanks TopRank Marketing Readers
Thanks to each of you, our TopRank Marketing blog readers, for continuing to read and learn from us, including these top 10 search marketing posts of 2021.
We published dozens of posts this year specifically about search marketing, and plan to bring you even more in 2022, so stay tuned for a new year of the latest helpful search industry research and insight.
Please let us know which SEO-related topics and ideas you’d like to see us focus on for 2022 — we’d love to hear your suggestions. Feel free to leave those thoughts in the comments section below.
Many thanks to each of you who read our blog regularly, and to all of you who comment on and share our posts on the TopRank Marketing social media channels at Twitter, LinkedIn, Facebook, Instagram, and YouTube.
To learn more about the rising power of influence in B2B, watch our CEO Lee Odden in the comprehensive new webinar “How to Accelerate B2B Marketing Results by Working With Influencers,” and learn how to create greater content marketing impact with influence.
The post Best Of B2B Search Marketing: Optimize Your 2022 With Our Top 10 SEO Posts appeared first on B2B Marketing Blog – TopRank®.
Microsoft brevetta uno smartphone con tre schermi pieghevoli
Perché il voto elettronico non funziona, spiegato bene in italiano
Periodicamente arriva qualcuno che dice che dovremmo passare al voto elettronico. Qui in Svizzera, per esempio, un recente sondaggio di Deloitte citato da La Regione indica che “L’84% degli svizzeri vorrebbe avere la possibilità di votare per via elettronica”.
Matteo Flora spiega bene perché continua a essere una pessima idea, con o senza blockchain, open source, firme digitali, checksum o altre tecnologie spacciate per miracolose. Sono perfettamente d’accordo.
I dispositivi Fitbit in offerta fino al 40% su Amazon
WhatsApp, disponibile in beta la funzione “crea Community”
La Cina attacca SpaceX e i suoi satelliti: “sono pericolosi!”
Tutorial finlandese su come aprire le porte. Eh?
Per motivi incomprensibili, l’algoritmo di YouTube mi ha proposto questo video altrettanto incomprensibile. Non capisco se è umorismo finlandese o se è un tutorial serio su come aprire correttamente una porta. In Finlandia negli anni Ottanta c”erano persone che non avevano familiarità con le porte? C’è qualche motivo di privacy per insegnare ad aprire le porte in questo modo? La piroetta finale serve per fare da paraspifferi umano nelle saune?
Il vestiario, il tono, le movenze sono totalmente surreali e sembrano tratte da uno sketch di Monty Python (e forse, stando ai commenti su Youtube, il filmato proviene proprio da un programma comico, Hepskukkuu). Attivate i sottotitoli se non parlate correntemente il finlandese per ottenere il massimo effetto.
Lo segnalo qui per sorridere insieme, ma al tempo stesso mi viene un pensiero: quanti dei gesti quotidiani assolutamente normali non documentiamo in questo modo e quindi verranno dimenticati saranno completamente incomprensibili per gli archeologi del futuro, portando a equivoci colossali? Penso a cose che abbiamo già dimenticato, come il primo e secondo sonno oppure l’idea che Atlantide era solo una metafora satirica di Platone, non un continente reale, e che quindi tutti i vari fanta-archeologi e ciarlatani televisivi che cercano Atlantide sono gonzi quanto quelli che in futuro cercheranno in tutto il mondo di trovare l’Isola che non c’è di Peter Pan.
NITRO+ S360-A, il primo dissipatore a liquido AIO di Sapphire alla prova
Netflix, 3 anime da non perdere a gennaio 2022
Perché questo articolo firmato del Corriere della Sera è praticamente identico a un articolo del New York Times?
L’articolo pubblicato dal Corriere linka quello del New York Times, ma questo non legittimerebbe una ricopiatura così estesa senza autorizzazione della fonte e presentando il testo come se fosse una produzione autonoma di Riccardo Lichene.
Lichene, fra l’altro, non è nuovo a queste coincidenze: Andrea Lazzarotto segnala un altro caso di articolo firmato da Lichene che ha una sorprendente somiglianza con un articolo precedentemente pubblicato da Nintendolife.com:
I am starting to see a pattern here…
December, 17 @nintendolife
December, 20 @CorriereA Google-translate based approach to #journalism.https://t.co/nPjOtg7Pglhttps://t.co/r42FAGV6Wv pic.twitter.com/x0v0elNFVJ
— Andrea Lazzarotto (@thelazza) December 27, 2021
Ecco un altro campionario di coincidenze firmate da Riccardo Lichene:
I found a few other examples by the same author by they are less obvious. Screenshots are becoming time consuming, so here are a few links:
– BBC: https://t.co/XIuK69mpDv
– Corriere: https://t.co/u47BjvEPyF(only the first few paragraphs are a verbatim copy)
— Andrea Lazzarotto (@thelazza) December 27, 2021
Ho chiesto pubblicamente chiarimenti a Riccardo Lichene prima di pubblicare questo articolo.
Ehm, @Corriere, avete qualcosa da dire in proposito?
Riccardo Lichene, che firma l’articolo, vuole commentare questa singolare coincidenza? https://t.co/VrZAX1RtNP
— Paolo Attivissimo (@disinformatico) December 27, 2021
@riky_lichene Buongiorno. Questo articolo firmato da lei sul @Corriere è praticamente uguale a quello pubblicato sul @nytimes tre giorni prima e firmato da Maddison Connaughton. Come lo spiega? Le sembra deontologicamente corretto? https://t.co/F5BjJGqOJM
— Paolo Attivissimo (@disinformatico) December 28, 2021
Per ora non ho avuto risposta.
Questo articolo vi arriva gratuitamente e senza pubblicità grazie alle donazioni dei lettori. Se vi è piaciuto, potete incoraggiarmi a scrivere ancora facendo una donazione anche voi, tramite Paypal (paypal.me/disinformatico) o altri metodi.
Gli speaker Echo in offerta fino al 60% per fine anno su Amazon
“New normal” and other words we used a lot this year
There’s a lot to think about at the end of each year. What we accomplished, what we didn’t — what we made time for, or what we took a break from. At Google, the Search team looks at what sort of questions the world asked, and what answers we really needed. And of course, what momentary trends completely captivated us (looking at you, “tiktok pasta”).
As a writer, something I’ve been thinking about in the last few weeks of 2021 are the words we used this year. 2020 was the year of “now more than ever,” a phrase that began to feel meaningless as the “now more than ever”-worthy moments kept coming (and admittedly, as we all kept calling them that). If 2020 was the year of “now more than ever,” then what was 2021?
Once again, I turned to Ngrams, a Google tool launched in 2009 by part of the Google Books team. Ngrams shows how books and other pieces of literature have used certain words or phrases over time, and you can chart their popularity throughout the years. One caveat: Ngrams currently tracks data from 1800 to 2019 — prior to 2020, Ngrams’ data ranged from 1800 to 2012, but the team added a huge new dataset about two years ago. So while it remains to be seen how some sayings took over writing throughout 2020 and 2021, I wanted to see how the words we’re hearing and saying and writing today have shown up over time.
My first nomination: “new normal.” This is a phrase that I personally have heard…well, now more than ever, I suppose. This isn’t the first time “new normal” appeared in the lexicon, though: You can see it began to see small bursts of usage in literature and other writing in the mid-19th century — though if you use Ngrams to see some of the examples of how it showed up, “new normal” was often in reference to types of academic institutions. And then “new normal” just sort of faded away…until the aughts, when it dramatically rose. Michael Ballback, who works on Google Books, told me that a lot of post-2000s data added comes from e-books, whereas older data mostly came from libraries, so perhaps this could account for some of the jump. In any case, today it now completely permeates our writing. (Which raises the question: Is there such a thing as normal if they’re constantly new?)
Then of course, I thought of “vaccine,” which actually began its Ngrams debut on a high, falling sharply between 1800 and 1813…only to rise again in the early to mid 1900s, when many scholarly articles were published about things like typhoid, cholera and pertussis vaccinations. Then it goes up and down, up and down, to an all-time high in 2003. It’s since slightly fallen off — but remember, Ngrams’ data goes up until 2019, so I have my own assumptions about how it’s fared the past two years.
Google Books Ngrams Viewer chart showing the use over time of the phrase “vaccine,” which rises consistently beginning in 1900.
Lastly, I took a look at “hybrid.” Obviously it’s a word that’s been around for awhile (according to Ngrams, it’s been in use since at least the year 1800, which is how far the tool’s data goes back) and has gently, steadily risen since. It spiked in the early ‘80s, though, but in browsing snippets from Google Books from this time period, it was used similarly to how it is now. Later in the aughts, we start seeing it used to describe cars, and today…well, you probably already know.
What “hybrid” means hasn’t really changed, but it’s the situations we’re applying it to that have — there’s a much wider scope of daily life that falls under this category. “Hybrid” didn’t change, but how we live has. 2020 felt in many ways like a pause on life, and this year we began finding new, creative ways to adapt — a little of our old methods, mixed with the new. And that, to me, feels distinctly 2021.
The year in review: Take a bite out of 2021
Last year, as we wrapped up 2020, so many of us looked around and wondered what the world would be like now. Would many people return to the office? Would kids return to classrooms? Would we return to restaurants, concerts, football games? The COVID-19 vaccine helped move many of us in that direction, but as 2021 ends, we’re still grappling with many of those same questions.
On The Keyword, and at Google as a whole, we focused on those questions, too. We shared updates around vaccine equity and the hybrid workplace, but also returned to hosting events like Google I/O — digitally. And we had some fun along the way, too. Here’s a look at what we were up to in 2021.
1. Through 2021, the world’s focus was still on COVID-19, and that was also the case at Google. We announced new tools to support vaccine access and distribution, ways we’re helping get vaccines to more people around the world and technology to improve searches for vaccine information. We also stayed committed to vaccine equity, and equity around health. Within Google, we gave a preview of our hybrid approach to work, and shared several updates about our approach to returning to the office.
2. Of course, hybrid work wasn’t just top of mind for Googlers. The nature of work changed for many people around the world in 2021, and we responded with new products and initiatives to prepare for our “new normal.” We opened up Workspace for everyone, and shared hybrid work tips from our own productivity expert. We provided resources for businesses on the road to recovery, from small businesses to LGBTQ+ spaces. And we expanded our Grow with Google Career Certificate program to help job seekers at community colleges and in the military community.
3. Teachers and students were particularly affected by the pandemic, and we were hard at work improving the virtual and hybrid learning experience. We launched more than 50 new education features for products like Classroom, Meet and Cloud, and launched Workspace for Education to give educators and administrators more flexibility. Throughout the year, we also took the time to give teachers the appreciation they deserve.
4. 2021 marked the return of Google I/O, which went fully digital this year — and was free for everyone. We previewed new software, including Android 12, and new technologies like LaMDA, MUM and Project Starline. I/O also included a glimpse into our new Quantum AI campus, and gave Googlers who attended a chance to finally meet one another in person.
The technology behind Project Starline
5. I/O wasn’t the only time we unveiled new products. This year marked the launch of the Pixel 6 and Pixel 6 Pro, which feature the Google Tensor chip and come in a fresh new set of colors. This was also the year Google acquired Fitbit, which launched the Charge 5 and Luxe and even partnered with Will Smith. We also introduced the new Nest Hub (which required some sleeping on the job), and a new set of Nest Cams and Doorbells.
6. We shared how AI is making information more useful in our second annual Search On event, and showed how AI is redefining what a map can be as well as helping map buildings in Africa. The Keyword spoke to Googler Marian Croak, who brought together our Responsible AI team, after she was honored by the National Inventors Hall of Fame for her work in advancing Voice over Internet Protocol (VoIP) technologies. And we spotlighted another Googler who created a crossword puzzle you can play to learn more about responsible AI.
7. Throughout the year, The Keyword highlighted Googlers who do fascinating things, both at work and during their free time. From Chrome OS design to children’s books, from interns to Olympians, the people behind our products stayed busy in 2021.
8. In one of The Keyword team’s favorite posts of the year, a Googler shared his story of communicating with his parents who are deaf using Google products. It was just one of many accessibility updates this year, including how we’re making Android more accessible and testing a new project to make communication more accessible for people with speech impairments. We spotlighted how an autistic Googler communicated with his manager, and a drummer who used AI to build a prosthetic arm.
9. As we make technological advances, we always kept our impact on the planet in mind. On The Keyword, we took a look at a water-saving entrepreneur and previewed our “dragonscale” solar panels. We announced new progress toward our 24/7 carbon-free energy goal, talked about how climate change was the next big moonshot — and used Google Earth timelapses to show just how much work there is left to do.
10. We continued to focus on diversity, equity and inclusion, posting updates on the racial equity commitments we announced in 2020 and launching new funds for Black and Latino entrepreneurs. We made our inclusive marketing toolkit available to everyone, partnered with HBCUs to address the diversity gap in technology and invested in Black-led startups and investment firms. And this focus extended to our products as well: The Pixel 6 comes with a more equitable camera that can better reflect all skin tones.
11. Google opened new offices around the world in 2021, from Taiwan to Ireland to New Zealand. We also launched new initiatives to promote the digital future across the globe, including through our Google for Africa event, our Digital Future Initiative in Australia and our partnership with Jio in India. Google News Showcase expanded around the world, and the Google News Initiative’s Innovation Challenge sparked new ideas in the global news industry. And Google.org’s Impact Challenge for Women and Girls, with help from none other than Shakira, backed 34 organizations around the world.
The Blob Opera performs with Tune-Yards at I/O.
12. When they weren’t going on a world tour with the Blob Opera, which made a splash performing at I/O, the team at Google Arts & Culture were helping us match our pets with works of art — oh, and reviving long-lost masterpieces by Gustav Klimt. In other artistic pursuits, one Doodle this year paid tribute to the late DJ Avicii — and another, created by Doodle for Google winner Milo, was all about finding hope and resilience.
13. As parts of the world began to open up again, that meant the return of sports, too. The 2020 Olympic and Paralympic games actually took place in the summer of 2021, and Google was along for the ride. And in the U.S. we announced partnerships with the NBA and the WNBA — and perhaps most importantly of all, looked at the Search trends for the most im-paw-tant sports event of the year: the Puppy Bowl.
This is just a short list of everything Google was up to in 2021. And in 2022, as things (hopefully) move closer toward whatever “normal” means now, we’re looking forward to sharing more new discoveries, updates and stories.
Oh snow helpful: Holiday tips from Google
A collection of holiday tips, tricks and tools from Google.
