Google stops providing keyword information

Keywords Not ProvidedIt’s news that’s shocking – but not completely surprising – the search marketing world. Effective immediately, Google is no longer providing keyword data from searches on the world’s most-used search engine.

This means that marketers will no longer be able to use marketing software like Google Analytics and Hubspot to track which search keywords send the most traffic to their sites or generate the most leads and sales once users arrive there.

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New Google Local Search Results Pages Roll out in Canada: What does it Mean for Your SEO and Internet Marketing


Google Search Engine Results Pages with only 7 Results (vs 10), USA Market 2012

Google Search Engine Results Pages with only 7 Results (vs 10), USA Market 2012

While Google’s two big search algorithm updates –  Penguin and Panda – captured a lot of headlines in 2012, there have been some other, lesser-known changes to the way the search giant tabulates and displays search results this year, that may have an even bigger  impact on your business’ search traffic and Internet marketing.

In particular, Google has made a bunch of gradual changes to the way they display local search results that, taken together, are starting to have a big impact for online marketers.

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5 Key Things About Google Plus Pages for Your Business

Google+ for Business Google+ Page

This week Google announced that they’re opening up their Google Plus social network to let businesses join the party, through something they’re calling “Pages for Business”.

Businesses need to think carefully about results before they commit to a new social networking platform. If you’re a business owner or marketer, here are the things you should consider before deciding to set up your Page or to give it a pass.

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5 Common Misconceptions and Assumptions New Clients Have About Google Adwords

This blog post is long overdue.

Let me explain.

Recently, we’ve had a few situations with new clients who are working with us to get better results from Google AdWords.  Specifically, after a month or so, they’ve voiced similar concerns about how their campaigns were performing.

This is a common occurrence with new clients unfamiliar with Google AdWords a.k.a Pay-Per-Click (PPC) search engine marketing.  In fact, many of our Toronto-based clients who are familiar with AdWords often have the same concerns (or misconceptions) when they first start working with us to optimize existing online marketing campaigns. [Read more...]

How Google+ changes (almost) everything for businesses (part 2)

Last week I wrote about how Google+, Google’s new social networking platform, has the strong potential to be a game-changer when it comes to how businesses do search engine optimization for their sites.

This week, I want to talk about how Google+ could change the landscape of the online advertising world.

[Read more...]

Family Law firm (company confidential)


Search and Pay-Per-Click (PPC) marketing services

Project Summary

The client had a viable Web site that converted visits to leads well. The problem? Not enough traffic. They had engaged other firms to manage a Google AdWords and to do organic Search Engine Optimization (SEO), but the results weren’t there.

Fruition completely overhauled the firm’s Google campaign, re-optimized the site and put in place advanced analytics capabilities so the client could precisely measure the results of Fruition’s work. The results? Conversions and revenue from the AdWords campaign increased by roughly 600% and conversions and revenue from unpaid search nearly doubled.
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Paid Advertising: How It Helps Generate Earned Media

A few months ago, I wrote about the basics of PPC advertising (Pay-Per-Click).  Since then, I’ve been thinking a lot about how “paid” media can help generate “earned” media (advertising that is shared among friends and beyond).

To clarify, when I refer to PPC advertising, I’m simply referring to any platform that allows you to advertise on a pay-per-click or cost-per-click basis (example: Google Adwords, Facebook Ads, and LinkedIn Ads).

Why Do It?

Ultimately, our clients want to generate leads, inquires, and sales from the PPC campaigns we run on their behalf.  However, there are also other valid reasons to do PPC advertising, which may not achieve an immediate ‘hot lead’ or ‘sale’, but may do so down the road.

For example, if it makes sense for your business to have a Facebook Page you might want to consider using Facebook Ads to generate initial awareness and demand by driving people to your Facebook Page.

Running a Facebook Ad campaign, might help you get the first 1,000 people to “like” your Page.  From that point, you still have to keep them engaged, but in time, you may earn their trust and convert them into advocates, clients, or buyers.

In addition, a relatively small investment in Facebook Ads could generate a huge ROI considering the very same people who first “liked” your Page from clicking your ad also create an organic viral effect.

Sometimes a picture is worth a thousand words:

photo credit: Facebook

Overtime, once you’ve “earned” their trust, the same people who originally came to you via your paid Facebook Ad campaign (and who referred others) might eventually turn into a lead, inquiry, or sale.

About the Author

Mitch Fanning is VP of Fruition Interactive. He’s spent 11 plus years working with businesses of all sizes, from global brands to some of Canada’s fastest growing web start-ups ranked in the PROFIT 100.

What is SEM / Search Engine Marketing?

Despite Google’s search engine being 15 years old, search engine marketing still mystifies most business people.

Don’t get me wrong, I’m not referring to Google’s “back-end.”  I’m simply talking about the basics as it applies to promoting your website through search engines.

Searching is one of the most popular activities on the Internet.  Yet, many still ask, “what exactly is search engine marketing?”  Besides people asking about Social Media (in general), this is one of the most frequently asked questions I receive from prospective or new clients.

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Your Web site’s got traffic. Now what?

So you’ve taken the plunge. You’ve invested your time, money or both in creating new traffic for your Web site. Maybe you’ve done some Search Engine Optimization on your site, started a Google Adwords campaign or been effective at using Twitter, LinkedIn or other social media to drive traffic to you and increase your visibility.

Now what?

What do you want all those new visitors to do?

If you’re in business you probably want those new visitors to become your customers (and if you’re a non-profit you want them to become your donors, your volunteers or your advocates). You want them to convert.

And the key to converting your visitors into customers is having a strong and effective Call To Action on your site.

What’s a Call To Action? It’s an invitation to your site’s visitors to take the next step towards becoming your customers (what that step is is going to depend on your business and your sales process).

So what makes a strong and effective Call To Action?

[Read more...]