Tag Archive | "Helpful"

Ask an SMXpert: Link prospecting and helpful tools to manage outreach

Content-led link building expert Paddy Moogan offers some practical tips on driving inbound links and collaboration tools to manage outreach campaigns.



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Google Assistant gets more helpful

The Google Assistant app now offers a new visual overview of your day, with proactive suggestions and personalized information.



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Helpful Tips for Doing Search in a Low-Volume Niche

Posted by Jeremy_Gottlieb

SEO — you know, that thing you do whereby everyone and their mother will find your site on the web. Easy, right? “Can you SEO this page for me?” or “We’re about to launch a webinar. Can you SEO-ify it, please?” I’m sure most of you reading this can probably relate to these types of questions and the ensuing pressure from bosses or clients. If you’re lucky, you work in a realm where there’s plenty of search volume to chase, featured snippets to occupy, and answer boxes to solve. But what about those who work in the low-search volume niches typically seen in B2B, or with companies pioneering a new product or service that no one really knows about yet (so they obviously can’t be searching for it)?

This blog post is for you, the digital marketer who toils and struggles to drive search visibility where there hardly is any. Let’s get to work.

Search, as I’ll refer to it here, includes both paid and organic. Neither of these may ultimately be the best channel for your organization, but after reading this post, hopefully you’ll be able to verify whether your search channels are humming along and working harmoniously, while leaving other sources of user acquisition to bear the brunt of the load. Three topics I will cover in this post are SEO, paid search, and CRO, but please keep in mind: these are not the only possible digital marketing actions that can be done for an organization in a low-search volume niche. This is just a glimpse into what may be possible, and hopefully it can spark inspiration for you or your client in ways you’d either forgotten about or hadn’t thought of. Whether you’re just starting out in digital marketing or you’ve been around for a while, I hope this will be able to provide some direction.

1. SEO

Sometimes I think of SEO as a skyscraper, though this may just be because I’m surrounded by them in Distilled’s New York City office (come join us!). In order to reach greater heights via SEO, you need to make sure the foundation of your building is in order. And what I mean by “foundation” is the technical structure of your site. Things that you’d want to check will include:

  • Is the link profile clean?
  • Does the site have strong internal linking?
    • Do pages get created and then fall into a black hole?
  • Can search engines crawl the site?
    • Are there noindex, robots.txt, canonical, or other tags that hide desired content from being ranked?
  • Has the site been hacked?
  • Are there descriptive and unique title tags and meta descriptions?
  • Is tracking set up properly (i.e. Google Analytics)?
  • Does the site appear trustworthy and authoritative?

Targeting transactional queries

Once the foundation is in order, it’s time to begin the keyword research. Establish which queries are most vital to the organization, how much search volume they have, and which ones are most likely to yield conversions, whatever that means to the organization. With your foundation in order, you can take the most important queries and try to match them to existing pages on the site, such as the homepage and key product/services pages. It may turn out that the queries an organization should be targeting don’t have pages available yet. That’s okay — you’ll just need to create them. I generally recommend that shorter-tail queries (two or three words) be targeted by primarily by product or service pages, with longer queries either handled by those very pages or by a Q&A section and/or a blog. This is just one way to handle a hierarchy and avoids a cluttered navigation with hundreds of long-tail queries and content, though it is by no means a rule.

Targeting higher-funnel queries

Once the key queries have been locked down and the content plan created, we can move on to more informational queries. It’s very likely that these more higher-part-of-the-funnel queries will require content that’s less sales-y and will be more informational, making desired conversions (like consultation signups) less likely from this crowd, at least on the first interaction. You’ll need to build strong content that answers the users’ queries and establishes the organization as thought leaders and experts at all levels of a particular niche.

Let’s say, for example, we’re responsible for driving traffic for an organization that allows people to invest in solar energy. Lots of people buy stocks and bonds and real estate, but how many invest in solar energy or power purchase agreements? Transactional-type queries, those most likely to provide us with customers, don’t get searched all that much.

Now, let’s take a look at some longer-tail queries that are tangentially related to our main offering:

These queries clearly have more search volume, but appear to be more informational. “CSR” (in the above example) most often means “corporate social responsibility,” a term frequently aligned with impact investing, where investments not only are expected to produce financial returns, but have a positive social effect as well. From these queries we’d be able to help provide proof to users and search engines that the organization is indeed an expert in the particular realm of solar energy and investing. Our desired audience may come to us with different initial intents, but we can begin to funnel people down the path towards eventually becoming clients.

As will be discussed further in this post, the point here is to drive traffic organically, even if that very traffic is unlikely to convert. With optimizations to the content, we’ll be able to solicit emails and try to drive visitors further into the funnel, but first we just need to make sure that we’re enhancing our visibility and driving more unpaid traffic.

Key tips:

  • Target transactional queries with pages optimized for the ideal conversion
  • Target informational queries and modify pages to push the user deeper into the funnel towards more transactional pages
    • If a blog is perceived as a waste of resources and useless traffic, it’s probably not being fully leveraged

2. Paid search

Oftentimes, organizations will use SEO and paid search for their user acquisition, but will silo the two channels so that they don’t work together. Simply put, this is a mistake. Using paid spend for Google or Bing Adwords in conjunction with an organization’s SEO efforts will assist the company’s bottom line.

Get your tracking right

When beginning a paid campaign, it’s absolutely vital to set up tracking properly from the beginning. Do not miss this step. Without setting up tracking properly, it will be impossible to tie back conversions to paid and organic and see their relationship. If you already have paid attribution set up, double-check to ensure that there’s no double counting from having multiple GA tracking snippets, or if you’re using a landing page generator like Unbounce or HubSpot, that you’ve added in tracking on those platforms. Sometimes when using landing page generator tools (like HubSpot), you might elect to have an in-line thank you section display instead of redirecting someone to an external link. If you use an in-line thank you, the URL will not change and will make tracking more difficult in Google Analytics. This is not impossible to get around (events tracking can do the trick), but is something to keep in mind.

Bid on your money keywords

Without getting too fancy, a very important next step is to identify the transactional, important keywords — the ones that might be costly to buy, but that are worth the spend. Waiting for results from organic search or for the different channels to successfully harmonize may take longer than a boss or C-suite might be willing to wait for, so getting results directly from traditional paid search will require a strong setup from the get-go.

The magic of RLSA

Remarketing Lists for Search Ads (RLSAs) allow organizations to remarket to specific people who have visited a specific page on their site, either by bidding on keywords one typically wouldn’t bid on, or by altering the bid up or down. This doesn’t create new traffic; it only displays to those who have visited your site in the past. The magic of this is that when done properly, you can potentially achieve lower cost-per-clicks and conversions, as the audience seeing these ads is already familiar with your brand.

Let’s use, for example, the strategy of creating content around “what are alternative investments?” or “how to invest responsibly?”. These would be informational-level queries, representing topics people would like to investigate further. While the ideal scenario for our business would be that everyone would automatically want to invest with us, we know this isn’t likely to be the typical case. Instead, we’ll use organic search to earn traffic from less competitive, informational queries, and use RLSA to bid on queries that would ordinarily be too competitive for us, like “investing” or “how to start investing.” By using pixels and remarketing to anyone who visited our “what are alternative investments” page, we know that the person is more familiar with us and we can try to bid on broader queries that may have been either too expensive for us in the first place, or unlikely to generate conversions. In this case, because the user is already familiar with the brand, it can lead to higher click-through and conversion rates.

Much has already been written about RLSA strategies, so for more information you can begin here:

Advanced remarketing

Another option is to create more informational content for queries that are less competitive than some other terms, but that also isn’t as likely to get people to convert when they visit (i.e. most blog content). Let’s say that our blog captures email addresses, either through forms, popups, or some other means. With our captured emails, we’d be able to build an email list and submit it to Adwords, then target people in Google Search, Gmail, and YouTube. We can target existing users (people aligned with a particular email) or people who are similar to the audience and share similar web habits. With this tool, we can expand our potential audience.

If one were to run broad-match search ads against a general population (not one that had been cookied by a site), it would likely get very expensive very quickly and would be likely to have low conversion rates. Using broad match with RLSAs is a smart approach that mitigates the risk of complete budget destruction from people with little intent to convert, while allowing organizations to see what people are searching for; it can be an extremely powerful tool for keyword discovery.

By using broad search and RLSAs, your organization will be able to find out faster what people are actually searching for. Any keywords that cost money but that aren’t relevant or aren’t converting can be added to a negative keyword filter. Ones that are valuable should be added to exact match and, depending on the keyword, may be worthy of having content developed for it so that traffic can be captured without paying for each individual click.

Key tips:

  • Make sure tracking is properly set up
  • Ensure you’re bidding on transactional queries
  • Landing pages MUST have a clear goal and be optimized for one desired conversion
  • RLSAs can be used for keyword discovery and may enable you to bid on more transactional, generally competitive keywords

3. CRO

It’s not uncommon for organizations operating in low-search volume niches to also have fairly long sales cycles. The endgame of what we’re trying to accomplish here is to drive people from an informational mindset to a transactional mindset. We’re operating under the assumption that there are few searches for the service or good we’re trying to provide, so we’re going to get people to our service or good via the backdoor. The way we’ll do this is by guiding people from content that speaks to an informational query to our conversion pages.

To be clear, getting the ultimate conversion on our site might not require sending someone to a product page. It’s totally possible that someone may be interested in our ultimate goal after having landed on a tangentially-related page.

Let’s use the example again of the solar energy investment company. We’ll say that our ultimate goal is to get people to open an account where they actually invest in a power purchase agreement (PPA). Understanding what a PPA is isn’t important, but what should be conveyed is that getting anyone to actually spend money and link a bank account to the site is not a simple task. There’s friction — people need to trust that they won’t be robbed, that their financial information will be protected, and that their money is actually going where they expect it to go. Knowing that there’s friction in the funnel, we’re likely going to need multiple points of engagement with the potential client and will need to provide information and trust signals along the way to answer their questions.

Hunting microconversions

That said, our first goal should be to optimize and provide high-quality landing pages for the person who searches “solar energy investment.” Once we handle that low-hanging fruit, we need to move on to the tangential queries, like “what are the advantages of solar energy?”. Within this page, we should frame the benefits of solar energy and use multiple call-to-actions or banners to persuade someone to learn more about how to invest in solar energy. It’s totally plausible that someone who searches for “what are the advantages of solar energy?” has no interest in investing whatsoever and will leave the page as soon as their question is deemed answered. It’s also possible that they never even make it to the landing page itself because the Google SERP has answered the question for them:

We can’t be scared of this tactic just because Google is stealing content and placing the information within the search results. Featured snippets still have very high click-through rates (meaning users still visit that content) and we don’t know which queries will trigger featured snippets tomorrow or in six months from now. All we can do is create the best content for users’ queries.

For the visitors who are interested in the potential of solar energy investment, there are several ways that we can keep them engaged:

  1. Email capture popups
    1. This can be done via time-elapsed or exit intent versions
  2. Static or sticky call-to-actions (for products, demos, or email capture) either within the content or adjacent to the text in right or left-hand rails

AMP to accelerate traffic growth

Google’s Accelerated Mobile Pages (AMP) are one of my favorite SERP enhancements that Google has made in the past few years. As a quick reminder, AMP provide cached, streamlined HTML that makes loading pages on mobile crazy-fast. AMP pages also show a little lightning bolt icon in the SERPs; eventually this will condition users that any page without a lightning bolt will be slow. They don’t allow for interstitials or popups, and even have their own area within search results. Google is heavily investing in this space and is incentivizing publishers to do so as well. Creating AMP variations of your organization’s content can be a strong idea for driving more web traffic, but it can come with some potential pitfalls that you should be aware of.

Tracking

AMP pages require their own Google Analytics tracking and it does not come standard. If you use a CMS or GTM that automatically places GA tracking code within the head, you will not automatically be covered with AMP pages. Make sure you set up tracking properly.

No popups

I just mentioned that email capture popups are a great way to ensure multiple points of engagement with users who otherwise may have just visited a particular site one time. By capturing emails, you can doing remarketing, send product emails, keep people apprised of updates with your organization, and create similar audiences, among other benefits as well. However, once you create AMP and they begin to replace your m. or responsive pages on mobile within the search results, your popups will no longer appear. While you won’t be able to get the true functionality of popups, a suitable workaround is to add email form capture in-line within your AMP content:

form-error.gif

When it comes to CRO for pages that receive organic traffic, it’s not the end of the world if a person doesn’t undertake an action; we’re not paying for them. Just by visiting our page, we can cookie them and remarket to them on search and other paid channels like Facebook and Twitter. We’ve extracted value from our visitors and they don’t even know it.

On the other hand, when a visitor arrives via paid search, we need to be doing everything in our power to make sure that the person undertakes a desired action. That desired action could be providing an email in exchange for a download, scheduling a consultation, purchasing a product, or providing other information. It bears repeating, though: if you’re paying for clicks and have not made a concerted effort to design your landing page in such a way that users are most likely to undertake the desired action, you’re wasting money. I do not claim that there is some sort of silver bullet that will work across every single niche and every single audience for every single product. Using a gated landing page for one client may work best for some, while soliciting user information via a form might work best for another. The only way to know is to test and see how users interact.

Key tips:

  • Some ultimate conversions have a lot of friction; don’t shy away from microconversions
  • If you already get traffic and it “doesn’t convert,” think critically about how it would be possible to re-engage with those users or what they might feel comfortable providing you with at their level of interest
  • AMP pages need separate GA tracking and do not allow popups

Tying it all together

Let’s recap this. When an organization cannot bank on a large enough search volume in its particular niche to provide the necessary runway for growth, it needs to think creatively about how to best harmonize organic and paid search channels. Truthfully, all organizations (regardless of the size of the search volume in their niche) should do this, but it’s particularly important in low-search volume niches because without it, growth is likely to be far slower and smaller than it could be.

For the sake of argument, we assume that the product or service doesn’t have much popularity, so we need to expand into informational queries, the topics that one would search before they know that they could use the service or product.

We need to ensure that we quickly and properly identify the transactional queries in our niche, and build pages that fulfill the intent of the user’s query. These pages should almost always have a call-to-action that allows people to take advantage of their interest immediately.

However, we’re looking for growth, so we need to think even bigger. We need to provide content for the people who are searching for queries that demonstrate some sort of interest in our niche, but don’t necessarily know that they want our service or product. We build out those pages, populating them with content and resources that fulfill the user’s query, but also provide calls-to-action that capture emails and/or drive users further into the funnel. People who don’t realize that they want your product or service may not react well to hard sells and high barriers to entry. Asking for an email address can be far more palatable and keep the conversation going.

If using AMP pages to gain more visibility, make sure that you have properly set up Google Analytics first and have added in email form captures at different points within the content, not just at the end — most of your readers won’t make it there. Depending on what our strategy is, we may also want to begin cookie-ing users for remarketing.

When using paid search, as with organic search, we need to make sure that we’re properly targeting the transactional queries we need — the ones where people are most likely to undertake a desired action. By using RLSAs we can also potentially bid on more generic, short-tail queries that might have yielded low conversion rates if we were to have exposed them to the broader Internet community at large, but could prove very successful if we only show them to people who have visited our site or specific pages. In addition to possibly converting at a higher rate than a regular paid search campaign, RLSAs can serve as a great keyword discovery tool without completely decimating your budget.

In the vast majority of cases, traffic for traffic’s sake is useless. If your traffic doesn’t undertake the actions that you want them to, chances are it will be declared useless and investment into content creation may decrease. I’ve seen it happen. Your traffic does not need to convert via buying a product or scheduling a demo the first time they visit, but if you have microconversions (like email capture) set up, you’ll put yourself in a much better position to re-engage with your visitors, find new similar visitors, and drive more conversions.

One last nugget of wisdom from Distilled’s own Head of PPC, Rich Cotton:

The main benefit of one agency running PPC and SEO is communication; aligning marketing messages, sharing data, keeping a consistent user experience, making lines of communication for the client easier. By ensuring that your PPC and SEO teams are working together, PPC can fill gaps in SERP exposure for organic, test new copy, and share important keyword data that PPC still has control of.

Rather than competing, when drawing up attribution models, an integrated approach allows us to share the value driven and work holistically for the benefit of the client, rather than fight to prove that our channel was the more effective one. Your marketing dollars will go where they are most needed, not be argued over by inter-agency politics.

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Can Solar Energy Be An Option For You? Check Out These Helpful Ideas!

solar energy choice

Finding reliable information about solar energy can be hard. Many people don’t know much about the subject. Before you decide to switch to a solar energy system, you need to learn how it works. Carry on reading this article for more information about solar energy.

You can do your part to save the planet by installing a solar-powered water heater. You can find solar systems in both tankless and standard water heaters. You will only have to install a couple of panels on your roof or front lawn.

Once you have produced solar energy, you will have to have a reliable storage device for it. You should invest in a high-capacity battery, that will store for extended periods. You could also explore options for selling your excess energy to the electric company.

It is important when installing your panels to remember that the position of the sun in the sky changes with the seasons, not just only over the course of the day. If you must have fixed angle panels, compromise in the middle for the best possible angles for winter and summer.

With a lease, make sure that you are allowed to transfer midway. This means you don’t have to worry about ever paying for a solar energy system that you’re not using. Being able to transfer your lease will relieve you of your obligation and permit the new residents to take advantage of solar energy.

You ought to have a backup resource should your solar panel system fail to work properly. You can either purchase a generator, or simply stay connected to your local power grid, drawing extra power as you need it. If you go the generator route, make sure to perform tests on it often and think about getting more than one.

Solar energy systems can save you money if you plan on going for a long-term investment. This can help you go green and reduce your energy bill. Invest in solar conversion only when you are are prepared to stay at your current home.

When cost and square footage are of no concern, a sun-tracking system of panels is an excellent option. This system shifts the solar panels throughout the day so that your panels can absorb the maximum amount of energy. Initially, it may cost a lot more than a fixed system, but it will produce more energy.

Do the math prior to investing in any sort of solar panel system. Depending on your location, solar panels could cost a lot when you have potential costs mixed with overhead costs. Always check to make sure that solar energy is a practical choice in your situation.

If you have installed solar panels, check the inverter regularly. You need to see a green light that’s solid. If it is blinking, or off altogether, you need to call in an expert. Unless you are an expert, you may be unable to diagnose the cause of the problem. If you purchased a warranty with a company, a visit from them ought to be free.

Solar energy systems keep changing with time. In the beginning, solar energy systems were cost prohibitive. Now they are quite affordable for the vast majority of consumers. Regardless of the size of the installation you want to use, there is something available that will fit your needs.

If you want to take baby steps into the solar energy arena, consider starting with an attic fan that is solar powered. A solar attic fan has a temperature sensor to automatically switch the fan on when the temperatures in your attic reach a certain threshold. This will help to reduce the heat in your house which results in lower cooling costs. As a solar powered fan, it does not rack up energy costs.

Proper installation of your solar panels is essential for optimal functioning. You get the energy from the sun, so it’s important for the panels to be located in an area where they can get all the solar energy possible.

Preserve your solar panels by having twice yearly maintenance performed on them. The technician you hire will check connections, inspect your panels, adjust their angle and check your power inverter too.

You should change your solar panel’s angle every time the season changes. Throughout the year, the intensity and angle of available sunlight varies. Make sure you’re maximizing your panels’ energy absorption by varying the angle that your panels face. Therefore, you can ensure you are getting your money’s worth out of your panels.

Dry clothing outside. This old method works great. There is no need to run your dryer when you have the sun at your disposal. Your clothes will have a nice scent while saving money.

Lots of individuals aren’t aware of the benefits of solar energy.. With this article read, you’re not longer one of that ignorant crowd. It’s easy to see the benefits and potential that solar energy can offer. When you decide to move forward, remember everything you’ve read here.

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#RCS, YouTube, and Being Helpful: An Interview with Wil Reynolds

Posted by Erica McGillivray

Anyone who's seen Wil Reynolds from SEER Interactive give a presentation remembers him. The first time I saw him speak, at SearchFest in 2012, I found myself not just nodding along with what he was saying while checking Twitter — but actually listening. I was actually thinking about what I was doing as an inbound marketer and how I could make it better.

So when I sat down to interview Wil, I wanted to know more about his inspirations and his belief in the power of YouTube. And of course, Real Company Shit Stuff (#RCS).

Wil Reynolds at MozCon 2012

Wil at MozCon 2012. Photo by Rudy Lopez Photography.

What's inspired you lately?

I was most inspired by Lani Lazzari, the 18-year-old who went on the TV show Shark Tank and just killed it. (Fast forward to 22 mins to see her.) It was inspiring to think at that age she had the confidence, poise, ownership of the stage in a way that most people never gain in their entire professional lives. Younger people who do this tend to inspire me.

I don’t throw around the word 'inspiration' often; it's something I don’t say lightly.

I have also recently been reflecting on great client service, and I have been thinking a lot about how to create experiences for our clients that are above and beyond expectations. What got me inspired by that? A recent stay at a 5-star hotel. The attention to detail and the care about me enjoying myself were more than I’ve experienced anywhere.

When you first started pondering #RCS, what kind of hope did you have for the widespread adoption you've seen?

I had no hope. (It's why I didn’t register the domain or anything!) I just started thinking, 'Is my job going to be having a less crappy list of link networks? Do I get excited about sending emails as a female persona because the open rate is higher? NO way!'

My hope for #RCS is the same it's been for every other presentation I’ve ever given. Give people one to two things that will stick with them WELL PAST the day or two after the conference. I want to find the simple things people can do or the mind shift we need to make to make real changes and real successes.

Watch Wil's talk from last year's MozCon on #RCS.

 

 

As you've implemented #RCS for SEER and your clients, what's a favorite 'ah ha' moment you've had or seen?

The client response. It's amazing how every so often a lead comes in saying, 'We are looking to do #RCS.' That is always kind of exciting as it means the client and SEER are aligned on what success looks like.

Getting two clients on TV, from an SEO company idea, is hands down one of my proudest moments. I’m glad to have clients who believe and a team who believes that an SEO company is just as able to develop quality marketing ideas as a marketing agency.

I also realize that #RCS should have never had to have been said… If I was at a marketing, branding, or PR conference, it would have been a dud. As that is what they have been practicing all along.

What's #RCS' biggest nemesis?

Google.

If #RCS doesn’t drive rankings, then many SEOs will continue to seek to find shortcuts. If the rewards for their hard work of convincing a client; building quality assets; and promoting it to real news outlets, publications, and bloggers will not get ranking love, that is a major smack in the face.

You also advocate for marketers to help each other to build their careers. What are some of your favorite channels to help others on?

YouTube. Google+ Hangouts. It's funny; right now, there is a massive debate on women at conferences. But, I have yet to see someone say, 'Hey, I’ll be on Google+ doing a hangout to help any of these guys (or gals) get better.' I absolutely love the power of YouTube to help others, even in my sleep. :)

As a company founder, I see a large part of my job being to understand what my team is seeking in their careers. And as long as they are kicking butt for clients, how can I invest my time and network to help them get on that path or get that exposure. I think that is the start.

Wil Reynolds' photo from WaslalaWhile we're on the topic of giving back, you've spent some time lately unplugged and in Nicaragua to work for your wife Nora's nonprofit. Tell us a bit about it.

My wife Nora co-founded an organization, Water for Waslala, to help people in very rural Nicaragua get access to clean drinking water. It's funny how, in parts of Waslala, I can get a cell phone signal, but I can’t get clean drinking water. That was eye opening as it was a reminder that there is no money in clean water, and as such, it's not as big of a priority, sadly.

I have been twice, and the trip usually results in several bruises since it is like eight hours travel in the back of a truck. After being there though, it's always all worth it.

I am most concerned with what [my unplugging and traveling to Waslala] says to Nora; I want her to know that me being off the grid never happens, but I place supporting her efforts as highly as she prioritizes supporting mine. I guess it is what makes us work.

Awww. Thanks, Wil, for ending this interview on an awesome note.

For more thoughts on #RCS, Wil will be speaking again at this year's MozCon, July 8th-10th. He'll be giving everyone an update on how #RCS been going and his tips for implementing it in your business. You can also follow Wil at @wilreynolds.

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Blog Awards: Vote for the marketing industry blogs that you find most helpful

What marketing blogs have made you better at your job? We tallied up the most-nominated blogs chosen by you, the MarketingSherpa audience. The top vote getters in the poll below will receive the MarketingSherpa Reader’s Choice Award in their category, so vote for your favorites now.
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Today On Google+: A Handful Of Helpful Tools, Google+ Officially Over 10 Million Users & Friday Fun!

Below is today’s top news relating to Google+, as reported on Search Engine Land and from other places across the web. Official: Google+ Hits 10,000,000 Users Over 10M Google+ Users was shared late yesterday by Larry Page, Google’s CEO, in the midst of the quarterly Google earnings call….



Please visit Search Engine Land for the full article.




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