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Category: News

  • Search Influence Doubles Down on Talent: Recognizing Two Promotions Worth Celebrating

    Search Influence Doubles Down on Talent: Recognizing Two Promotions Worth Celebrating

    Search Influence, a New Orleans-based digital marketing agency, recognized the hard work and dedication of two of its employees, Lindsey Schultz and Shira Pinsker, by promoting them to new roles within the company.

    shira pinskerShira Pinsker Promoted to Senior Marketing Manager

    Shira Pinsker joined Search Influence as the Product and Marketing Manager in early 2020 and was instrumental in guiding marketing efforts through the uncertainty of the pandemic. With more than 15 years of experience in marketing and communications, her wealth of knowledge, creativity, and strategic thinking directly impacts the agency’s marketing success. In the last year, Shira spearheaded the launch of a two-year partnership between Search Influence and UPCEA (University Professional and Continuing Education Association) to grow Search Influence’s impact as a digital marketing agency within higher education.

    In her new role as Senior Marketing Manager, Shira Pinsker will oversee efforts to broaden and deepen the marketing strategy within Search Influence’s key markets of higher education, medical and health, and tourism and hospitality. Using her expertise in branding, messaging, and strategy, Shira will continue to communicate the value of digital marketing to prospective clients in order to help them optimize their potential.

    Shira is excited to take on this new role and looks forward to using her skills and experience to help both Search Influence and our clients succeed.

    Lindsey SchultzLindsey Schultz Promoted to Digital Advertising Analyst

    Lindsey Schultz joined Search Influence as a Digital Advertising Coordinator in 2021 and quickly became an integral part of the team. Her problem-solving skills and keen eye for detail have become an incredible asset to the company, and she consistently demonstrates a collaborative and enthusiastic attitude with both clients and colleagues.

    As a result of her hunger and dedication, Lindsey was promoted to Digital Advertising Analyst.

    As a Digital Advertising Analyst, Lindsey will strategize and optimize the digital advertising campaigns for Search Influence clients. She will also work with the rest of the team to ensure campaigns meet or exceed their goals and that clients receive the best possible return on their investment.

    Lindsey’s analytical skills and attention to detail make her well-suited for this role, and she looks forward to taking on new challenges while continuing to deliver outstanding results for her clients.

    Lindsey and Shira are excellent examples of the talent and dedication that exist within the Search Influence team, and their promotions are well-deserved recognition of their hard work. Search Influence is proud to have such talented individuals on the team, and we’re excited to see what they will accomplish in their new roles.

    Congratulations to Lindsey and Shira on their well-earned promotions!

    Interested in joining the Search Influence team? Check out our open positions!

  • Why Is Google Traffic Down In April 2023?

    Why Is Google Traffic Down In April 2023?

    Update from the “Correlation is not Causation” file.

    While investigating more, I noticed this in Google Search Console. A client who has historically had consistent #1 ranking for a specific phrase showed significant volatility in the last month. That volatility roughly coincides with the finalization of the March Core Update.

    Maybe March Core Update Impact - Correlation is not Causation

    Original Post: May 5th, 2023

    On a monthly basis, we look at various data for some, not all, clients to include in what we call “Highlights and Insights,” or H&I as I like to call them.

    Among the things we look at are:

    • Traffic
    • Ranking
    • Pages getting traffic
    • Recent work (i.e., deliverables)
    • SMART goals, if applicable

    I have personal responsibility for the SEO strategy of a small number of clients. I know it’s funny — the CEO is doing SEO strategy. But, with maternity leaves, hiring, research and development, and personal relationships, it’s important to me.

    This means I’m responsible for three clients’ H&I. I was surprised as I was preparing them to see that their April 2023 Google organic and paid search traffic is universally down month-over-month.

    So I wondered, is it me? Are we doing something wrong? But, no.

    It turns out that all of them have seen increases in ranking, both in our keyword tools and in Google Search Console. We’re also seeing individual pages we’ve been optimizing or promoting get more prominence relative to the site as a whole.

    I feel a little bit vindicated.

    So I took my confusion to Twitter.

    The first to chime in was Brett Tabke of Pubcon fame.

    Next was Susan Staupe, LocalU Superfan and a great marketer in her own right.

    And I was reminded of Cindy Krum’s presentation at the recent Zenith Conference in Duluth, where she talked about Google features pushing her client out of the entire space above the fold during the World Cup for Football (aka Soccer) related searches.

    So, of course, I mentioned that, and Cindy contributed.

    And finally, though he gave a “hard to say” on this one, Barry Schwartz suggests this may be related to the April 2023 Reviews Update:

    I previously embedded a post to an unconfirmed, and Barry believes unrelated more recent update.

    Thanks, Barry for setting me straight.

    I’m glad to have some corroboration of our experience and validation from industry experts.

    But what else could it be?

    Maybe, as Greg Sterling suggests in Near Memo, Bing is winning.

    Or perhaps, for “I’m wondering” kind of questions people are going to ChatGPT.

    The masses know about ChatGPT — the headlines are everywhere. And as I showed in my AI content presentation at Pubcon and Zenith, Google Trends data demonstrates that ChatGPT is in the consciousness of everyday Americans.

    Is ChatGPT Eating Google's Lunch?

    Who knows?

    I’m just glad it’s not just us, and I’m hopeful Google gets its act together for the sake of all those businesses who rely on that traffic.

    And our outlier — because there’s always one — Lawn and Garden. It’s springtime, you know.

  • Lack of SEO Skills and Strategy Leave Critical Gap in Higher Education Recruitment Funnel, According to Study

    Lack of SEO Skills and Strategy Leave Critical Gap in Higher Education Recruitment Funnel, According to Study

    Joint study into higher education recruitment strategies indicates foundational marketing tactics are missing the mark in execution. 

    Higher Ed SEO Research Study - UPCEA - Search InfluenceNEW ORLEANS, April 6, 2023— Research conducted by UPCEA, the leading association for professional, continuing and online (PCO) education, in collaboration with Search Influence, a higher education digital marketing agency, shows that higher education institutions targeting non-traditional students do not reach and recruit prospective students to their full potential. The results of the newly released study reveal that the majority of schools lack search engine optimization (SEO) skills, knowledge, strategy, and effective reporting to leadership.

    Research Highlights

    • Schools say SEO is important but aren’t executing it strategically.
    • Institutional leadership is not informed of SEO performance metrics. 
    • Most institutions do not have a comprehensive SEO strategy. 

    The study surveyed 70 UPCEA institutional leaders and 68 marketing leaders to understand higher education institutions’ current SEO marketing practices that target non-traditional students. The study compares answers against best digital marketing practices, specifically SEO, to determine the key findings. In addition to this, the research includes an assessment of the SEO readiness of 100 member institutions.

    The study finds a gap between what institutional and marketing leaders believe are best practices for SEO and the actual SEO readiness of their institution, indicating that SEO is an area of opportunity for many schools. According to survey data, although marketing and institutional leaders value SEO as a tactic, 51% of respondents said that their unit does not have an established search engine optimization plan or strategy.

    “Innovative marketing practices are important to carry higher education through its current crossroads,” said Jim Fong, Chief Research Officer at UPCEA. “The adult learner is more savvy than previous generations, and institutions need to meet students where they are in order to have a competitive advantage in an evolving and complex economy.” 

    “The higher education institutions surveyed know SEO is important. And many think they’re doing SEO. This study shows that most lack an outcomes-focused strategy. Even if they did have a strategy, they, themselves, indicate they lack the skills to execute or the reporting structure to hold their teams accountable,” says Will Scott, Search Influence Co-owner and Chief Executive Officer. “Given the dollars they’re spending and the proven returns from search engine optimization, it’s clear that a focus on SEO would have a big impact on schools’ student funnel.”

    The study suggests that current SEO strategies are lacking because PCO units do not have the skills, staff, or resources to develop one. A second contributing factor is the lack of leadership awareness of SEO-related metrics that would provide a deeper case for support to inform decisions such as budget, department staffing and employee skill development. 

    The research was conducted as part of a two-year partnership between Search Influence and UPCEA. This partnership provides UPCEA members with custom Search Influence resources that help improve student recruitment through SEO and paid ads strategies. 

    The full report can be viewed online: Higher Education SEO Research Study

    UPCEA and Search Influence will discuss the significant findings from the research study in a higher education webinar on April 27, 2023.

    Additional Resources: 

    About Search Influence:

    Search Influence is a women-owned, ROI-focused, digital marketing agency that helps institutions drive prospects into and through the recruitment funnel with analytics-backed strategies, including search engine optimization and paid digital advertising.  Founded in 2006, Search Influence’s core purpose is to optimize potential. Search Influence collaborates with well-regarded institutions both nationally and locally in New Orleans. Search Influence collaborates with well-regarded institutions including Tulane University School of Professional Advancement, University of Maryland School of Public Policy, and Palo Alto University.

    About UPCEA: 

    UPCEA is the leading association for online and professional continuing education. Founded in 1915, UPCEA now serves the leading public and private colleges and universities in North America. The association supports its members with innovative conferences and specialty seminars, research and benchmarking information, professional networking opportunities, and timely publications. Based in Washington, D.C., UPCEA builds greater awareness of the vital link between adult learners and public policy issues. 

    For Media Inquiries

    Search Influence:

    Shira Pinsker; Marketing Manager 

    (504) 208-3900; [email protected] 

    UPCEA:

    Molly Nelson; Vice President of Communications

    (202) 659-3130; [email protected] 

  • Search Influence Finds a 4-Leaf Clover with 4 New Team Members!

    Search Influence finds a four-leaf clover with four new team members. Let’s meet our newest Influencers!

    Becca Michelet, New HireBecca Michelet Account Manager
    Born in Honduras, Becca and her twin were adopted and raised in New Orleans, with their adopted (honorary) triplet, by two awesome parents. She graduated from Louisiana State University with a bachelor’s degree in Fashion Merchandising, and a minor in Business. Becca brings a wealth of experience in customer service to her new role. When she’s not working on her client’s campaigns, you can find her snuggling with her dogs, Pepperoni & Roux, spoiling her nephews, cycling on her bike, or catching happy hour with her friends and family.

    Tyla Maiden, New Hire

    Tyla Maiden Account Coordinator
    Moving to New Orleans in 2019 after graduating from Radford University, Tyla jumped right into her digital marketing career as a Social Media Manager for a local small business obtaining her Digital Marketing certification from Generation USA. Outside of Search Influence, Tyla is an accomplished freelance artist, painting murals and other art projects around the city.

    Gi Levet, New HireGi Levet Account Manager
    A Louisiana native, Gi graduated with a bachelor’s degree in Organizational Communication from Southeastern Louisiana University and is currently on schedule to graduate with a Master’s degree in Strategic Communication in May 2023. Gi brings to the team an extensive background in social media and small business marketing. When she’s not working with her clients, you can find her spending time with her dog, Beans, traveling with her boyfriend, Josh, or checking out the newest true crime documentary.

    Mikayla Hammer Technical Digital Marketing AssociateMikayla Hammer, New Hire
    Originally from North Carolina, Mikayla has lived in Louisiana for the last 5 years with her husband and 3 children. Mikayla brings a diverse range of experience to her new role from service industry manager to graphic t-shirt business owner to being a stay-at-home mom. Outside of work, you can find Mikayla reading, gardening, or interior designing.

    Welcome to Search Influence, Becca, Tyla, Gi, and Mikayla!

    Interested in joining our team? Check out our open positions!

  • Search Influence to Present at the 2022 UPCEA MEMS Conference

    United For Success MEMS, Marketing Enrollment Management and Student SuccessAt UPCEA’s 31st Annual MEMS Conference, Search Influence’s Director of Account Management Alison Zeringue will co-present “Beat Brand Boredom: Aligning Brand With Student Experience to Reinvigorate Interest in Your School,” alongside Alicia Jasmin, Shiela Flatz, and Nico Rose — higher education marketing experts from the Tulane School of Professional Advancement (Tulane SoPA) and the University of Florida Online.

    For over 100 years, UPCEA has been the leading association for the advancement of Professional, Continuing, and Online Education (PCO) for public and private higher ed institutions across North America.

    This year’s MEMS: Marketing, Enrollment, and Student Success conference will be held on November 30–December 2 at the Ritz-Carlton in New Orleans. The conference marks the first in-person UPCEA MEMS session since 2019.

    Attendees will get an insider glimpse into how to combat today’s higher-ed digital marketing challenges and grow student enrollment with data-driven strategies and proven tactics.

    Higher Education Digital Marketing Session Description

    Today, prospective students expect a minimum of flexibility, connection, and communication from their school.

    With student learning expectations continuing to steepen, the pressure is on digital marketers to adapt their brands and quickly catch up to speed.

    In “Beat Brand Boredom: Aligning Brand With Student Experience to Reinvigorate Interest in Your School,” higher education marketing firms and universities will learn how to put the student experience at the forefront of their marketing tactics. When equipped with a student-centric approach, marketers will better connect with prospects in all stages of enrollment to drive digital advertising success.

    “Digital advertising success can have a huge impact on your marketing plan, but it can be challenging for marketers to navigate the nuances of advertising technology,” said Search Influence’s Director of Account Management Alison Zeringue. “We’re excited to share our knowledge with the continuing education community so they can benefit from our experience.”

    Learn from higher education marketing specialists at Search Influence, the Tulane School of Professional Advancement, and the University of Florida Online to see how you can beat brand fatigue and boost enrollment with updates to your:

    • Brand messaging
    • Brand positioning
    • Media mix
    • Visual identities

    UPCEA MEMS 2022 Conference Speakers

    In the 2022 UPCEA MEMS session, “Beat Brand Boredom: Aligning Brand With Student Experience to Reinvigorate Interest in Your School,” attendees will learn higher education marketing strategies from:

    • Alison Zeringue, Director of Account Management, Search Influence
    • Alicia Jasmin, Director of Marketing & Communications, Tulane School of Professional Advancement
    • Sheila Flatz, Assistant Director, Operations, University of Florida Online
    • Nico Rose, Chief Operating Officer and Associate Director, University of Florida Online
      UPCEA and Tulane Partnerships

    UPCEA and Tulane Partnerships

    In 2022, Search Influence became a Platinum Partner of UPCEA. Through this partnership, Search Influence shares how higher education marketing institutions can optimize, measure, and track their search engine optimization and paid ad strategies to drive more qualified prospects to their marketing channels.
    For six years, Search Influence has worked with Tulane SoPA to improve their online visibility and drive quality inquiries, providing services including search engine, paid digital ads and email marketing.

    To learn more about Search Influence’s higher education marketing services, visit our website or call (504) 336-3379.

     

  • UPCEA Publishes Blog Post by Search Influence’s Alison Zeringue

    SEO and digital advertising is jet fueld for your higher education marketing strategy

    On October 28, 2022, UPCEA (the leading association for professional, continuing, and online education) published the blog post “SEO & Digital Advertising: Jet Fuel for Your Higher Education Marketing Strategy,” by Search Influence Director of Account Management Alison Zeringue.

    For over 100 years, UPCEA has served public and private colleges and universities across North America with a focus on:

    • Professional and continuing education
    • Alternative and non-degree credentials
    • Marketing and enrollment management
    • And most recently, online leadership and administration

    Alison Zeringue’s UPCEA Blog Post

    In her blog, Alison discusses how the demographics of Professional, Continuing and Online education units’ students have evolved along with the demand for online education options — creating a new challenge for high ed marketers.

    She discusses how expertly crafted SEO and digital advertising can give higher education marketers a leg up in a constantly changing field.

    “In my tenure as a marketer, there is a theme that rings true: Search engine optimization (SEO) and digital advertising — both paid search and digital display — work in tandem to deliver consistent, qualified inquiries to fuel your pipeline,” Zeringue said in the post.

    UPCEA and Search Influence’s Partnership

    In 2022, ROI-focused digital marketing agency Search Influence became a Platinum Partner of UPCEA.

    Through this partnership, Search Influence shares how higher education marketing institutions can optimize, measure, and track their search engine optimization and paid ad strategies to drive more qualified prospects to their marketing channels.

    Learn More From the Higher Education Marketing Experts at Search Influence

    Since 2006, Search Influence has been crafting digital marketing campaigns for higher ed institutions that show proven results.

    Contact us today to learn more about our digital marketing services.

  • Will Scott on Digital Disaster Plans for the Tampa Business Journal

    Key Insights:

    • Before a natural disaster occurs, audit where your customers find your business online so you have documented which channels to update in the aftermath.
    • Be intentional with your messaging after a natural disaster, and demonstrate empathy.
    • When you reintroduce your marketing strategy after a natural disaster, plan it at a steady pace that allows you to be nimble if there are any further developments in the recovery proces

    On October 21, 2022, following the aftermath of Hurricane Ian, Search Influence CEO and Co-founder Will Scott wrote for the Tampa Bay Business Journal about the importance of businesses reconnecting with customers after a natural disaster to provide accurate operational information.

    While this article is only available to Tampa Bay Business Journal subscribers, we believe this information is vital for all businesses.

    Read on to learn how to craft a better digital disaster plan for your company.

    Waves crashing onto beach during a hurricane

    Essential Steps for Businesses Following a Natural Disaster

    Step 1

    Take an audit.

    Where do your customers find your business? Make a list of all the places where you need to update your digital presence, including but not limited to:

    • Social media
    • Website
    • Email blasts
    • Google My Business profile
    • Yelp

    Hopefully, before the storm, you also made sure the inventory of your digital channels was up to date.

    Step 2

    Be intentional in your messaging, and demonstrate empathy.

    In the wake of a storm, emotions are high. Your customer can experience any range of feelings, from the joy that it is over to devastation from personal loss and everything in between.

    As you craft messaging to deploy on your owned channels, make sure it resonates with your audience and provides them with as much information as possible. Think through what information would be helpful rather than just saying you’re open.

    Also, you’ll need to continue to demonstrate that empathy as long as the community does. When the community begins to rally, reintroduce marketing tactics you had in place prior to the weather event.

    Step 3

    Begin to reinstate your digital marketing plan.

    Reintroduce your marketing plan at a steady pace to still allow you to be nimble if any further developments occur in the recovery process.

    When making your plan, think through your team and who you can assign to do what. Make sure these folks have access to logins and technology to do what they have to do. And verify they understand the message you want to put out there.

    If you are not sure what to say, this blog post can help with crafting content.

    Learn More About Digital Disaster Planning

    As a business founded and headquartered in New Orleans — a city no stranger to natural disasters — we take pride in helping our clients craft sincere and agile digital disaster messaging.

    Fill out our online form to learn how our digital marketing services can assist your business before, during, and after disaster strikes.

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    Waves

  • Search Influence Partners with the Louisiana Hospital Association for a Virtual Training

    Search Influence presents “The Great Resignation: How to Stabilize and Even Boost Your Marketing in this Uncertain Time” in partnership with the Louisiana Hospital Association (LHA) on Thursday, Sept, 22, 2022. This is Search Influence’s fourth time partnering with the LHA for a virtual training exclusively for the organization’s members.

    Louisiana Hospital Association logo image

    Established in 1926, the LHA is a not-for-profit association representing all types of hospitals and healthcare systems throughout the state. The LHA carries out its mission by providing services and resources to members through advocacy, education, research, representation and communication.

    About the Virtual Training:

    The Great Resignation is impacting every industry, especially the medical industry. A recent survey by Marketing Hire News found that marketers are not an exception to this trend. But how can medical practices ride the wave of this turnover and still continue to push their marketing objectives forward? How can your in-house mar comm be prepared for turnover whether that is now or later? How can medical practices take advantage of the Great Resignation on the marketing front?

    The Great Resignation sounds scary but let HR handle the comings and goings of staff and deep dive on the marketing engine driving your company’s objectives and revenue. Best practices and strategic line of sight can keep marketing tactics such as third party review sites, patient testimonials and storytelling in motion while staff positions are vacant.

    Shore up four key areas of focus within the marketing communications function that can position your company to excel even without being fully staffed in-house.

    1. Plan
    2. Partners
    3. Performance
    4. Pivot

  • New Orleans CityBusiness Recognizes CEO Will Scott in the 2022 Power List

    Key Insights

    • Weekly business publication New Orleans CityBusiness highlighted Search Influence CEO Will Scott in its quarterly edition of the 2022 Power List.
    • The July edition of the 2022 Power List focused on New Orleans’ top 20 influential professionals in the tech industry.
    • From the agency’s early start-up days to its status as a national digital marketing firm, Scott’s feature in the Power List covers all things Search Influence.

    On July 29, 2022, weekly business publication New Orleans CityBusiness named Search Influence Co-Founder and CEO Will Scott in its 2022 Technology Power List.

    Since 1980, CityBusiness has covered high-profile and emerging businesses in the metropolitan New Orleans area.

    Will Scott named to 2022 New Orleans CityBusiness Power List

    Will Scott’s Feature in the 2022 Power List

    The Power List, appearing quarterly in CityBusiness, takes a look at some of the most influential professionals in the Greater New Orleans region. This past month, the publication spotlighted the technology sector, an industry that has grown locally in recent years, with both established corporations and ambitious entrepreneurs looking to make their mark on the Crescent City.

    Among the 20 named leaders pioneering the New Orleans tech industry, Scott’s feature talks about all things Search Influence—from its grassroots foundation with COO and wife Angie Scott—to its status as a national digital marketing firm, reaching clients in all 50 states.

    “As Will Scott puts it, rarely does he find a business that doesn’t pique his interest,” writes CityBusiness. “The idea that every business is worthy of attention is at the heart of Scott’s digital marketing firm, Search Influence.”

    Fueling the growth of hundreds of companies since 2006, Scott is credited with coining the term “barnacle SEO.” In his feature in the Power

    Streetcar riding down st charles avenue in new orleans, la

    List, CityBusiness describes this marketing strategy as a method of allowing businesses to attach themselves to large websites with high search rankings, helping to drive traffic and ultimately improve their own rankings.

    Learn More About Search Influence’s Impact

    Led by Scott, the team of dedicated marketing professionals at Search Influence have helped businesses across industries optimize their potential.

    New Orleans made and proud, Search Influence works with clients in education, medicine, tourism, law, and beyond to deliver digital marketing results that lead to business growth.

    Fill out our online form today to learn more about Scott’s marketing expertise and the digital marketing services at Search Influence.

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    Streetcar

  • No. Don’t “Upgrade” to Google Analytics 4 (GA4). Instead, install it and run it in Parallel.

    Don’t “Upgrade” To Google Analytics 4 (GA4) Just Yet

    Google has been urging Analytics users  – mostly by email – to “Upgrade” to Google Analytics 4 (GA4).

    At Search Influence, we are installing GA4 but not “upgrading” just yet.

    No doubt, GA4 will be a great improvement, but there are a few really compelling reasons not to go all in just yet.

    A while back, David, our senior web developer, wrote a pretty comprehensive blog post about switching to Google Analytics 4, which you should check out. Below, I’ll reiterate a couple of his points, plus a few more.

    Google Analytics 4 user interface - Should you upgrade to GA4?

    Google Analytics And The Cookie-less Future

    In short, a big reason for this change is to accommodate a cookie-less world. As users can now opt out of tracking, it may be more difficult to gather user experience data if cookies are the way you get that done.

    Google Analytics 4 is not yet a fully baked product. Google tends to take an agile development approach and test new products and features with users.

    Even though it is Cookie-based, Universal Analytics – the current version – is a stable product.

    Do You Even Track Metrics, Bro?

    Google Analytics is great, but there are things it doesn’t do well. Some of the tools that you use to supplement Google Analytics may be negatively impacted if you make the switch too early.

    Some examples:

    In short, just because the Google Analytics team is ready for you to switch doesn’t mean everybody else is. Third parties and even some Google Properties development teams have to catch up to the GA4 APIs and interface changes.

    Third-party tool providers need a chance to get caught up with the new Google Analytics.

    Search Influence And GA4 For Clients

    Google plans to deprecate Universal Analytics as of July 1, 2023.

    In the next few weeks, we will be installing the GA4 tracking code on our client sites (again, alongside Universal Analytics) or recommending their developers do if we don’t have access.

    This way, we will have a full year’s worth of data when Universal Analytics sunsets.

    We’re not making a wholesale switch right now for the reasons above, but we feel it’s important to start collecting data in the new tool to enable good historical reporting in future years.

    We use CallRail and Google Data Studio for most of our client reporting and some internal dashboards, too. We are not willing to risk the integrity of that data for decision-making and reporting to move the newest, coolest Google toy.

    Again, David’s post goes into much more detail about switching to GA4, but I hope this gives a high-level view of the Search Influence approach to integrating this new platform.

    And, of course, if you need help setting up Analytics, Tracking, and Reporting for your organization, please get in touch. We’d love to help.