Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit 2021

March 23, 2021, 25+ Speakers/Sessions, Free for IMPACT+ Pro Members or $59 for a day pass.

Learn more and registerLearn more and register

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

Google’s Serving Up Related Search History (& It Could Help Your Return Traffic)

Google’s Serving Up Related Search History (& It Could Help Your Return Traffic) Blog Feature

January 16th, 2019 min read

Google just released a new feature that will make it easier for users to pick up where they left off in past searches.

This new feature is called “your related activity” and will appear as a drop-down card view for users who are logged into their Google account at the time of search.

Google announced this feature as a way to help users gather information for longer running tasks, like meal plans, research projects, or anything else where users will want to save the information they’re learning -- but it could also bode well for marketers.

How Does Related Activity Work?

This update rolled out on January 9th to users in the United States and  is currently only available on mobile and on the Google app.

Google has not announced plans to roll this feature out to other geographical locations or on desktop or mobile devices so far, but if it performs well, that’s not unlikely.

In the announcement, Google provided some visuals that show users what the experience will look like when they’re conducting a search.

As shown in the GIF below, when you make a search related to queries you’ve made in the past, Google will display both the URLs previously visited and the queries you used to find these pages in the “Your related activity” card view.

google-related-search

This update also offers the ability to save or bookmark pages that will appear directly in the related activity card so you can find or re-read later.

Users can do this by simply holding down a link in the search results page and click “add to” to add the link to one of your collections.

google-related-search-activity

This feature also offers further customization options such as deleting articles off of related search activity collections or even editing your saved search history to control what appears.

What does this mean for marketers?

This is great for the user, but what does it mean for your marketing strategy?

While it’s unclear if companies will be able to see if any of their web pages have been saved to a user’s collections, my guess is that this visibility will be minimal, if not non-existent, for marketers to use in gathering data.

However, there are still some important takeaways for marketers to keep in mind.

Use Related Searches in Your Keyword Research & Strategy

Marketers should already be utilizing related searches in their keyword research and overall strategy. Doing so helps you better understand user intent, and ensures you’re capturing your audience at every angle of their search.

There are a couple of ways to do this. Tools like SEMrush offer the ability to view related queries on specific keywords, with the added benefit of seeing the monthly searches, competitiveness, and cost per click.

However, if you don’t have access to paid tools like this, there are still options that can help you understand user intent when it comes to related searches.

For example, paying attention to Google’s list of related searches is a great place to start. Check out the terms that came up when I searched “eating clean” in the images above.

While it’s always been best practice to include these options in your strategy, it can now have a higher pay-off than before.

Topic Clusters Remain a Vital Component to your Content Strategy

This update further solidifies the effectiveness and relevancy of creating well-crafted topic clusters for your website's content.

Using a topic cluster for your content, you can be confident that your articles or web pages will fall under the umbrella a user is searching for when conducting long-term research about a particular topic.

If a user is consistently seeing your website pop up in their related search bar when looking into this topic, it will further solidify your brand’s thought leadership on the subject.

Note: We’ve written extensively in past articles about how to develop and execute an effective topic cluster strategy - You can start here for more information on doing so!

Ranking on the First Page Can Have a Higher Pay-Off Than Before

Ranking on page one of Google has always (and likely will always be) a huge win in the digital marketing space.

However, this update provides the added benefit of not just getting users in the door, but actually, archiving that activity and re-serving your articles to the user at a later time.

This reinforces the value of your content, and will likely generate return traffic.

When marketers follow best practices and create high-quality content, Google will reward this by reminding the user to re-visit that content.

Pay Attention to New Versus Returning Visitors

So, how do we measure this?

As mentioned previously, it’s unclear the level of visibility marketers will have into this data.

For now, it’s going to be important to pay attention to new versus returning visitors. You can view this in HubSpot or Google Analytics and it will help you determine if users are re-reading a piece of content they may have previously saved.

So, if you’re noticing a spike in return sessions after 1/9 - it may be due to this update.

Final Thoughts

This feature isn’t necessarily changing anything about how marketers should conduct SEO - however, it is helping the user re-discover articles and websites that they might have found valuable to what they’ve researched in the past.

Creating high-quality, relevant articles with well-made topic clusters is still the most effective SEO move to date - Google is simply casting that in the eyes of the user and allowing them to get the most out of the search engine.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE