When embarking on demand generation channels such as Facebook and Google Display Network, it is important to first ensure that you understand your core audiences and how to best speak to them. The first two initiatives that you should prioritize during the set-up phase is determining the types of audiences and personas you want to target – as well as crafting the right creative and messaging strategy. PersonasLet’s begin with persona development. This is a must when it comes to being smart about your demand generation efforts. First off, who are your core customers? What types of audiences would be interested in your product or services? What is their makeup (interests, demographics, behaviors, etc.)? For a starting point, make use of any and all internal customer data to develop these personas. As an example of what a persona may look like, let’s say you manage the digital marketing for a luxury home décor site. A persona for that site might be something like: Female Age: 30-40 Interests: home décor, fashion, fine dining Lifestyle: affluent Now based on your full set of internal data, build out your personas. You can then gain audience insights from both Facebook and AdWords; both offer the option to upload your customer list and learn additional information about the makeup of these lists such as HHI, affinities, the types of different website topics they visit, their overall likes, education level, etc. Here’s what that looks like in the platforms: Facebook Audience Insights ToolGoogle Audience Insights (Google AdWords UI > Shared Library > Audiences > Converters)To take things one step further, rather than uploading your entire customer list, think about segmenting that customer list into groups of identifiable characteristics. For example: high LTV, mid LTV, low LTV, high AOV, various category purchases, etc. This information will help you in understanding what differentiating characteristics these audience segments have – as well as the potential personas that may pertain to each audience type. Overall, these digital insights can not only help you refine your personas, but also develop additional ones. Ad creative and messagingNow that you have your personas built out, you need to craft the right creative and messaging to elicit direct response, especially for ecommerce and B2C businesses. Creative for ecommerceThe most fundamental truth of good ecommerce creative is that it truly showcases the product. A couple of recommendations here:
Creative for B2COne of the most important things when it comes to GDN ads in general is making sure you are as transparent as possible; this becomes even more important in B2C and B2B when your business might not be as obvious as ecommerce. Make sure your ads are clear and concise – when someone sees your ad/messaging, they should know exactly what you do and understand your business offer. The last thing you want is to have an ambiguous ad, entice people to click on it, and bring them to a site that turns out to be totally irrelevant. By being upfront with our messaging, we are “prequalifying” them. Additionally, consider testing out incorporating people on your ads as this makes your business seem more personable. And of course, with any creative, don’t forget to include a call to action! In the second part of this two-part series, now that we know the personas we want to get in front of and have our ads ready to go, I’ll be covering how to actually use both Facebook and the GDN’s targeting capabilities to get in front of these audiences. Stay tuned! from https://searchenginewatch.com/2017/10/19/killer-demand-gen-strategy-part-1-personas-and-creative-development/
0 Comments
There are a few questions that have been confusing the SEO industry for many years. No matter how many times Google representatives try to clear the confusion, some myths persist. One such question is the widely discussed issue of duplicate content. What is it, are you being penalized for it, and how can you avoid it? Let’s try to clear up some of the confusion by answering some frequently-asked (or frequently-wondered) questions about duplicate content. How can you diagnose a duplicate content penalty?It’s funny how some of the readers of this article are rolling their eyes right now reading the first subheading. But let’s deal with this myth first thing. There is no duplicate content penalty. None of Google’s representatives has ever confirmed the existence of such a penalty; there were no algorithmic updates called “duplicate content”; and there can never be such a penalty because in the overwhelming number of cases, duplicate content is a natural thing with no evil intent behind that. We know that, and Google knows that. Still, lots of SEO experts keep “diagnosing” a duplicate content “penalty” when they analyze every other website. Duplicate content is often mentioned in conjunction with updates like Panda and Fred, but it is used to identify bigger issues, i.e. thin or spammy (“spun”, auto-generated, etc.) and stolen (scraped) content. Unless you have the latter issue, a few instances of duplicate content throughout your site cannot cause an isolated penalty. Google keeps urging website owners to focus on high-quality expert content, which is your safest bet when it comes to avoiding having your pages flagged as a result of thin content. You do want to handle your article republishing strategy carefully, because you don’t want to confuse Google when it comes to finding the actual source of the content. You don’t want to have your site pages filtered when you republish your article on an authoritative blog. But if it does happen, chances are, it will not reflect on how Google treats your overall site. In short, duplicate content is a filter, not a penalty, meaning that Google has to choose one of the URLs with non-original content and filter out the rest. So should I just stop worrying about internal duplicate content then?In short, no. It’s like you don’t want to ignore a recurring headache: it’s not that a headache is a disease on its own, but it may be a symptom of a more serious condition, so you want to clear those out or treat them if there are any. Duplicate content may signal some structural issues within your site, preventing Google from understanding what they should rank and what matters most on your site. And generally, while Google is getting much better at understanding how to handle different instances of the same content within your site, you still don’t want to ever confuse Google. Internal duplicate content may signal a lack of original content on your site too, which is another problem you’ll need to deal with. Google wants original content in their SERPs for obvious reasons: They don’t want their users to land on the same content over and over again. That’s a bad user experience. So Google will have to figure out which non-unique pages they want to show to their users and which ones to hide. That’s where a problem can occur: The more pages on your site have original content, the more Google positions they may be able to appear at throughout different search queries. If you want to know whether your site has any internal duplicate content issues, try using tools like SE Ranking, which crawls your website and analyzes whether there are any URLs with duplicate content Google may be confused about: How does Google choose which non-original URLs to rank and which to filter out?You’d think Google would want to choose the more authoritative post (based on various signals including backlinks), and they probably do. But what they also do is choose the shorter URL when they find two more pages with identical URLs: How about international websites? Can translated content pose a duplicate content issue?This question was addressed by Matt Cutts back in 2011. In short, translated content doesn’t pose any duplicate content issues even if it’s translated very closely to the original. There’s one word of warning though: Don’t publish automated translation using tools like Google Translate because Google is very good at identifying those. If you do so, you run into risk of having your content labeled as spammy. Use real translators whom you can find using platforms like Fiverr, Upwork and Preply. You can find high-quality translators and native speakers there on a low budget. Look for native speakers in your target language who can also understand your base language You are also advised to use the hreflang attribute to point Google to the actual language you are using on a regional version of your website. How about different versions of the website across different localized domains?This can be tricky, because it’s not easy to come up with completely different content when putting up two different websites with the same products for the US and the UK, for example. But you still don’t want Google to choose. Two workarounds:
There’s another old video from Matt Cutts which explains this issue and the solution: Are there any other duplicate-content-related questions you’d like to be covered? Please comment below! from https://searchenginewatch.com/2017/10/18/duplicate-content-faq-what-is-it-and-how-should-you-deal-with-it-2/ The eternal question for businesses both large and small: should you run your marketing in-house, or should you hire an expert? There are numerous factors to take into account including level of expertise, the complexity of the campaign, existing internal resources and the management fee of said expert. We’ll come clean. Most of these types of articles are written by an agency of some sort and will therefore naturally have a tendency to be biased towards the benefits of external help. Some would call it bias, some would call it scaremongering. This article has also been written by an agency, but one looking to give as objective a view as possible. The truth is that both options are completely viable when everything goes to plan. In turn, both options can have significant downsides when those cogs do not turn quite as smoothly as intended. Note: We previously explored this topic on Search Engine Watch back in 2014. I will include some of the points made in the aforementioned article, as well as adding some new ones. Cost effectivenessOn the face of it, one of the main points of the argument boils down to cost effectiveness. For a business, the obvious question is: why would you pay a potentially hefty management fee if you could find the time in-house and do it yourself? Especially when PPC is just a bidding system, and does not require design or development skills. Dig a little deeper, though, and there are key questions that you need to ask yourself on both sides of the coin. Using an agency
Managing the campaign in-house
As you can see above, assessing the cost effectiveness of agency vs in-house involves a whole swathe of variables. No two businesses are the same, and as such, applying a standard equation to this situation is simply not possible. Hopefully you will have enough information available to put together your own version of this equation and come to a decision with regards to the cost effectiveness of a PPC expert. It all depends on the level of knowledgeKnowledge is power, or in the case of PPC, knowledge and experience will result in a campaign that outperforms one managed by a beginner. You might get lucky, but as with most things in life, the more experienced practitioner will come out on top. Taking this into account when looking at how to manage a PPC campaign (agency or in-house), you must first look at the level of knowledge within your team. The fundamentals of a bidding system and focusing on search terms that deliver ROI for the business are easy to grasp. However, to really squeeze the benefits of your spend on PPC you simply need to know what you are doing. Of course this required level of knowledge is only likely to increase with more complex campaigns. As mentioned in the previous blog post on this topic, having an expert conduct the initial research and set up the campaign is often a cost effective method of making sure that the campaign gets off on the right foot. Much like an initial SEO audit, gettting an expert to set up the campaign could provide you with a sufficiently stable foundation to then manage the campaign in-house. Again, we have seen a plethora of pretty decent campaigns that have been set up by business owners after doing their own research so it still comes back to the level of knowledge (and time) available to you. How far do you want to go?There is a reason why different marketing campaigns have different associated costs. Some are very simple, single product localised campaigns whereas others may involve national or international coverage with thousands of individual products. Generally speaking, the more complex the campaign, the higher the budget, and therefore the higher the risk liability of an underperforming campaign. It doesn’t just come down to bid adjustments. Great digital marketing campaigns break down the barriers between departments and channels. Teams now communicate with one another instead of remaining in their silos, combining to generate greater results than the sum of their individual parts. As mentioned back in 2014, using an agency does give you access to more than just PPC experts at the top of their game. An awesome PPC campaign will also pull in web design experts, taking into account UX/UI, conversion rate optimization, content writing and remarketing (among others). In sport it is often referred to as ‘marginal gains’, although you’ll find that an overhaul of your website’s user flow could deliver far more than just a marginal gain. Access to multiple disciplines is what you potentially turn your back on when running a campaign in house and it can make or break a campaign. The core functions apply to the aforementioned single product campaign just as much as they do to the international campaign; it’s just that the latter has more to lose. As campaigns increase in complexity, there comes a point where you need to fully commit to the process and give the campaign the very best chance of success. In this case, it is worth handing it over to a team that specializes in PPC. Money talks!In the end, the likelihood is that if you put an agency’s campaign next to one that has been run in house you would imagine that the additional level of expertise and experience would mean that the agency’s campaign would produce better results. All other things being equal you would choose the agency nine times out of ten. The elephant in the room is of course the agency fees. Yes, you could argue that in-house teams have a higher level of industry knowledge, or that a PPC expert will be able to make sense of the campaign dashboard and utilize some of the more advanced tools. But you already know this. That argument is pretty clear (and well covered!). It all comes down to money. In basic terms, how much money will you get in return for the corresponding costs? Agencies often have a minimum fee associated with PPC campaigns. Therefore if your budget for PPC is particularly modest, for the sake of argument let’s say £500 per month, you will probably find that the agency fees will exceed the margin made from the campaign. Remember to look at your internal margins rather than revenue! In this case it is likely that having an expert set up the campaign initially will be the only option that would produce a meaningful ROI. On the other hand, if the agency fee is only a small percentage of the total budget spend and in turn, the margins from the campaign exceed the agency fee then it makes sense. As the Americans love to say, “if it makes money it makes sense”. The agency provides a higher level of expertise, and may also allow you the flexibility to stop the campaign at any moment. One size doesn’t fit allHopefully my ramblings have shown that this not a one size fits all argument. There are simply too many variables. My advice would be to base your decision on real world facts. For example, we often see business owners try to run campaigns themselves (or ask one of their team to do it) without seriously considering the time expenditure required. Trust us when we say that if you don’t have the time, it won’t get done. You’ll end up spending a chunk of money for three months and then giving up without making any adjustments. On the other hand, if you do have the time you could find yourself getting to grips with the campaign and increasing your sales as a result. It may even mean that you can reduce spend on other marketing channels, all without having to pay an agency fee. Consider your options before making a decision. Don’t just do PPC for the sake of doing it; there should be a real business case put forward which will provide real data as to whether hiring a PPC expert is going to be a viable option. If it transpires that running the campaign in-house is going to work in the real world, then great, go for it! Be flexible, be realistic and you should find yourself making the right decision. Remember – both options can work. from https://searchenginewatch.com/2017/10/18/do-you-need-a-ppc-management-expert/ Google AdWords is a staple platform for the vast majority of digital marketing strategies. However, marketers need to get things right from the outset to avoid costly inefficiencies. This guide will provide everything you need to know to get an AdWords account up and running, and set for success. The digital marketing industry has grown in tandem with Google AdWords, to the extent that the two are linked inextricably. Of every dollar spent on digital advertising in the US 42 cents goes to Google, and the search giant brought in 96% of its revenues in 2016 from pay-per-click (PPC) advertising. It is easy to see why the format has such enduring appeal. Any business can get started and making money on AdWords in a few simple steps, with Google providing plentiful support along the way. The business model is beautifully crafted to fulfill a marketer’s needs; you only pay when a user takes out your desired action (normally a click, a call, or a purchase), so the return on investment is clear and controlled. Moreover, consumers are explicitly stating their intent when they search. If I owned a sleepwear store, for example, (and it’ll always be the dream), I would love to be front and center when my target audience searches for [buy lounging pants online]. AdWords allows us to do just that. There’s more to AdWords’ lure than that, of course. Google processes well over 1 trillion searches per year, all of which are saleable assets to data-hungry brands and marketers. Factor in the increasingly granular audience targeting and remarketing options Google can offer and the potency of this offering becomes very clear. Although Google didn’t invent pay-per-click advertising, they certainly refined it and developed the proposition into a sophisticated, multi-billion dollar industry. Its slick interface (recently upgraded to make it even more user-friendly) can get brands spending very quickly, but there is a subtle blend of art and science behind a successful PPC campaign. Getting the basics right from day one can be the difference between an underwhelming PPC account and a very profitable one. This guide is written with that aim in mind; to get beginners up and running on AdWords through a combination of definitions, tips, and best practices. Although AdWords offers options for Display, Shopping, App, and Video campaigns, we will narrow our focus to AdWords Search campaigns within this article. Quick Links:
Stage 1: Keyword and audience researchThe first stage of setting up an AdWords campaign is to understand the level of consumer demand for your brand and products. We can approach this by defining which business objectives we wish to deliver on by using paid search marketing to provide some structure to the process. AdWords can be expensive, so consider where it fits in alongside your other marketing efforts. PPC and SEO are typically included within the same keyword strategy, given the obvious interplay between the two on search results pages. Often, PPC can cover gaps in SEO visibility or help to strengthen good SEO performance by doubling a brand’s presence for high-priority keywords. This will become a more significant factor at the later stages of AdWords account setup, but it is a good idea to start thinking about how PPC fits alongside other marketing channels as early as possible. Furthermore, there is a lot of work that can be done outside of the AdWords interface to get your PPC campaign off to a great start. Google Keyword Planner is a useful tool, no doubt, but it is not the only resource we should look to for audience research. Before delving into the AdWords interface, marketers should:
This will naturally lead to some core product names and concepts, which can be used to generate a keyword list and to shape ad copy tests at a later stage. From here, we can enter the Google ecosystem and plug in our keywords to see the search volumes and projected costs for our campaigns. The AdWords keyword planner will reveal how frequently a keyword is searched and how much it typically costs when a user clicks on a paid listing. Google will also automatically suggest a variety of relevant, popular keywords that are semantically linked to your seed list of terms. It can be easy to get carried away, but stay focused on the essential volume drivers for your business. The account can always be expanded later, so start with a smaller set of keywords to get a sense of the market and familiarize yourself with AdWords. We are fortunate to have both the technology and the data at our disposal today to go deeper than just bidding on keywords. Another level of segmentation can be added by including audience data on consumer demographics, interests, past website behavior, or location. These will be explored later; for now, we have our initial list of keywords that we know our brand wants to advertise for. Stage 2: Keyword match typesOf course, people don’t always search for the same products in exactly the same way. An identical search intent (to get more information or to buy something, for example) can be expressed using myriad terminologies. Someone hoping to purchase lounging pants from a sleepwear store may search [buy lounging pants online], but they could also type or say [where can i buy lounging pants nearby], or simply [lounging pants]. If my objective is to sell more of this product, I don’t want to restrict my visibility to just a few of these variations. I want to match my brand to this purchase intent in as many relevant situations as possible. That’s where keyword match types come in. Match types can both restrict visibility and allow Google’s technology to make decisions on our behalf about which keywords are relevant enough to display our ad. Broad matchThis match type, as the name suggests, allows most room for interpretation. I can tell Google that I want to bid on, and have my ads shown for, any search queries related to lounging pants and it will do so for terms as varied as [red mens pants for lounging] and [tartan lounging pants store near me]. My ad could also show for synonyms of my defined terms and for different combinations that include both of the specified words. Phrase matchPhrase match provides more control for the advertiser. This time if I say I want to bid on “lounging pants” (phrase match keywords are always written within quotation marks), my ad can show up when these two words appear in this order, but they can be accompanied by other modifiers. For example, [lounging pants for women] or [stripy lounging pants] would be valid within this match type. Exact matchExact match is something of a misnomer. It lets advertisers specify the exact terms they want to be displayed against, but it is not 100% accurate. Google made some controversial changes earlier this year to the format, meaning that keyword targets set as exact match can show up against close variants of the defined term. To go back to our imaginary sleepwear store, if I set [lounging pants nyc] (exact match phrases are always written between square brackets) as my target, I could have an ad served against [lounging pants in nyc] or even [nyc lounging pants]. That can be problematic, of course, and there is a script to make exact match, well, exact, here. To get our account up and running Google’s out-of-the-box solution is fine, but inspect your search query reports to see how exact this match type has been. For more on the differences between broad match, exact match and phrase match keywords, check out Amanda DiSilvestro’s guide to common PPC keyword mistakes. NegativesNegatives are an essential part of keyword setup. Negative matches allow us to specify any queries or modifiers that we categorically do not want to show against. For example, I may not want to display an ad for any lounging pants terms that include “used” or “second hand”, for obvious reasons. I also may not sell certain brands, colors, or styles, so I can add these to my negatives list and upload them to AdWords. This brings an essential element of control for brands, as most companies have a clear idea both of how they do and do not want to be perceived by customers. A combination of the above is usually best and the optimal balance between them can be found through testing and optimisation. Exact match is great for targeting, but it restricts reach. Broad match will get impressions, but they won’t always be the ones you want. Tweaking the negatives list and shifting the focus on a keyword level between exact, phrase, and broad will yield good results to advertisers that pay close attention and are prepared to change tack. Stage 3: Creating PPC adsNow that we have defined the keywords we want to target and the match type variations we plan to utilize, we can start to create our ad copy. This is a really crucial element of AdWords setup and the right ad copy can significantly improve the click-through rate (CTR) your ads receive. Even with the right targeting and the right bid strategy, there is no guarantee of traffic. Always consider why a prospect would stop and choose your brand over everything else calling for their attention on a search results page. Google introduced a new standard for PPC ads, known as Expanded Text Ads (ETA), last year. As the name implies, these provide more scope for advertisers to communicate with their audience and they are designed with mobile devices in mind. Expanded Text Ads are comprised of the following elements:
These fields will be displayed as follows within the AdWords interface: A best practice in this area is to create 2 or 3 ad copy variations and test the effectiveness of each in a controlled environment. Google has also created a helpful walk-through to help users navigate the platform as they create their ads: Ad extensionsAdvertisers have access to a wide variety of extensions, allowing them to highlight offers, benefits, or unique selling points to their intended audience. These also bring the advantage of taking up more space on search results pages, which can have a positive effect on click-through rate. As we can see in the example below for the query [car insurance], advertisers are making the most of these new formats to take up as much valuable real estate as possible. We won’t go into detail on ad extensions within this guide, but it is worth knowing that some appear automatically while others require input from advertisers before they show. You can read more here about the list of possible extensions. Stage 4: Setting up ad groups and campaignsWe are now ready to start categorizing our keywords and ads into ad groups. This can be achieved by separating out your products and services and creating an ad group for each. If we go back to our sleepwear example, we can illustrate a clear and logical approach for achieving this. Each of these ad groups will have 2-3 ad copy variations, which can be updated on an ongoing basis as performance data arrives in the account. Each keyword, of course, can be set to the match types outlined above. After I have tested out this product, I may decide to branch out into the pajama market. This is where we need to introduce the concept of campaigns, which sit at a level above both keywords and ad groups. In a nutshell: keywords make up ad groups, and ad groups make up campaigns. There is no obvious reward for starting with a huge array of ad groups; in fact, this lessens your level of control over performance. When getting set up, it is best to begin with a smaller sub-set of core products as this will help performance and allow you to learn from the data much faster. Some marketers even prefer to isolate keywords into their own ad groups, if they are particularly profitable. This strategy brings a lot more control, but it is labor-intensive and restricts the amount of data that can be used for optimization within the ad group. Stage 5: The fundamentals of AdWords biddingThe AdWords auction dictates how much you pay for each action and in which position your ad will show for the selected keywords. First of all, it is important to know that AdWords operates as a sealed, second-price auction. This is explained clearly by Cornell University:
Therefore, what you bid is not always what you pay. A second consideration is that budgets are set as a daily limit; however, Google has recently decided to allow accounts to spend up to double this amount each day as long as they are still hitting their campaign targets. This is evened out over the course of a month, and Google will never charge advertisers more than 30.4 (the average number of days in a month) times their daily budget. So if your account spends double the daily limit on a frequent basis early in the month, you could max out the budget rather quickly. Luckily, there is a very helpful script that will allow you to keep some control over this. Now, when it comes to bidding, we can split out the two main options as automated or manual. Automated BiddingGoogle uses a range of advanced machine learning technologies and rule-based automation to deliver maximum value to advertisers in its auctions. We can therefore tell Google what our objective is, how much we are willing to pay to achieve it, and let the algorithms do the bidding on our behalf. That makes automated bidding sound appealing, but there are enough cautionary tales in the industry to suggest it must be approached with some reservation. Ceding control to Google altogether can lead to very costly campaigns and, while setting a sensible ceiling on maximum bids can help, automated bidding can still lead to inefficient spend. Machine learning systems feed off data and learn from feedback, which means budget can be spent in a wide range of areas to gain this knowledge. Manual biddingFor a beginner, manual bidding is a great way to start. This option provides control, quick feedback, and the ability to adjust bids quickly based on performance. Although it gets more difficult to stick with manual bidding as an account increases in size and complexity, nascent accounts with a small set of ad groups will benefit from this approach. Google has also added the option to adjust bids based on a user’s device type. This welcome feature means marketers can increase their bids for specific queries on a mobile device, for example, if they know that this device type typically converts better than desktop. This is reflective of user behavior, as people tend to use their mobile and desktop for different purposes. Quality scoreQuality Score is a fundamental aspect of Google AdWords bidding, as it will dictate how much a brand pays for clicks. The intention behind Quality Score is simple: Google wants to ensure that relevant ads show against its searches and also wants to deter low-quality websites from manipulating the system to gain high ranking positions. AdWords depends on its high quantity of searches, after all, so Google needs to ensure users have a positive searching experience or they may take their business elsewhere. The exact formula behind Quality Score is not publicly known, but we can make some safe assumptions. The score is on a scale from 1 to 10, with 1 being given to irrelevant ads and landing pages, and 10 awarded to brands that match the user’s intent with a relevant ad and a great landing page experience. Quality Score is calculated at a keyword level, so you could even see different scores within the same ad group. Again, there is plenty of room for experimentation and it is worth the work, as a high Quality Score can make your budget go a lot further. Wordstream created a helpful image to illustrate how this works: Ad Rank is explained in more detail here, but suffice to say this metric determines which position your ads will appear in on search results pages. Google recently added a long-awaited feature that allows advertisers to view historical Quality Score, which now allows us to view any positive or negative trends over time. There is plenty more information on Historical Quality Score in this thorough guide. Stage 6: Reviewing and optimizing performanceTo get the best possible results from Google AdWords, marketers need to keep a close eye on their performance and be prepared to make adjustments. There are four metrics in particular to keep abreast of, which can be segmented by dimensions such as device type, demographic factors, or location. Click-through rate (CTR): Clicks/Impressions Conversion rate (CVR): Conversions/Clicks Cost-per-click (CPC): Spend/Clicks Cost-per-acquisition (CPA): Spend/Conversions The steps outlined above will get your AdWords campaign up and running with the right foundations in place. There is a huge amount more to this platform and advertisers are rewarded for investing the time in more advanced features. However, this all starts with the basics and as long as marketers monitor performance and are open to new strategies, the more complex pieces will naturally fall into place over time. from https://searchenginewatch.com/2017/10/17/google-adwords-the-beginners-guide/ Back in August, Google introduced a new feature called Questions & Answers, or Q&A, in Google Maps. This feature allows you and other people to ask and answer questions about your business. Like reviews and other user-generated content, this update could have an impact on your business’ reputation, so it’s important that you take an active role in managing your Q&As. Here’s what you need to know to make the most of this feature. What does Google’s Q&A feature mean for businesses?Google’s Q&A feature lets anyone ask questions about your business. These questions show up on your Google Maps page. You can answer these questions yourself, or other people can answer them. As the business owner, you can also preemptively ask and answer questions that you think might be useful to customers. Examples of what the Q&A section looks like in Google Maps. Source: onlineownership.com The new Q&A feature is undoubtedly handy for customers – who hasn’t wished they could ask questions about a business or venue before actually going there? For business owners, though, keeping up with Q&As means adding one more thing to the to-do list. There’s no way to opt out of questions and answers if you have a Google My Business listing. While you could choose to ignore the feature, that’s not a good idea – it’s best to represent your own business online whenever you can, instead of letting others do it for you. Will this feature be good for your business? Maybe. Like reviews, Google’s Q&As have the potential to build your reputation online. A variety of questions and thorough, high-quality answers on your page can boost your business’ professionalism and trustworthiness in the eyes of customers. But it remains to be seen whether this will actually bring more customers to you, or just prevent you from falling behind your competitors who make good use of Q&As. There are some potential downsides to this feature. Like any other crowd-sourced information, Google’s Q&As are vulnerable to spamming and abuse. You obviously don’t want spam on any page associated with your business, even if it’s not your fault it’s there. And if your competitors have a mean streak, it’s not out of the question that they might try to sabotage your business by planting false or harmful information in your Q&As. Another, more subtle downside of the feature is that it could decrease traffic to your website. If customers can get all the information they need straight from Google, they might not bother clicking through to your site. Time will tell whether this will become an issue for businesses. The good news? You’ve still got plenty of time to optimize for Google’s Q&As. The feature isn’t even available on all devices yet. When it launched in August, it was available for Android devices only. It now shows up on iOS devices as well, but still isn’t available for desktop users. Start working on your Q&As now, and you’ll be ahead of all your competitors who wait to start using the feature. How can you optimize for Google’s Q&As?1. Commit to tackling this new challengeYou can’t avoid or opt out of the Q&A feature, so you might as well take a hands-on approach to it. If you don’t manage your Q&As, somebody else will. 2. Come up with a list of questions and answersIf customers haven’t asked many questions about your business yet, beat them to the punch. Write up a list of questions and post helpful, relevant answers to those questions yourself. Make sure you’re signed into your Google My Business account when you do this, so that Google will mark your answers as being from the business owner. Posting your own Q&As lets you establish official answers to frequently asked questions before anyone else has the chance to provide potentially incorrect information. 3. Don’t be afraid to get specificIf there’s something you want people to know about your business or services, go ahead and include it in Q&A form. For instance, if your restaurant can modify any order to be vegan, that would be a good thing to include in your Q&As, even if it’s not a frequently asked question. As long as everything you post is relevant and potentially helpful to someone, there’s generally no harm in providing a lot of information. 4. Put yourself in the customer’s shoesAs you write your Q&As, aim for helpfulness and clarity. Think about what questions you might have if you were a customer who’d never been to your business before. Phrase your questions and answers in plain English, and avoid any technical jargon that casual visitors might not be familiar with. 5. Don’t post anything spammy or unhelpfulThis probably goes without saying, but keep all your questions and answers professional, helpful, and to-the-point. The Q&A feature is not a promotional tool for businesses – it’s designed to help customers. Don’t stuff your questions or answers with keywords, and don’t post Q&As that are just thinly veiled advertisements for your business. 6. Stay on top of your Q&A sectionAs long as you’re logged into the Google Maps app, you’ll get a push notification whenever someone asks a question about your business. Answer these questions as soon as possible. Don’t put them off, or someone else will probably answer them for you. If you provide quick, complete, and helpful answers, other people will be less likely to chime in with less accurate or helpful information. The Google Maps app sends you push notifications when someone asks a question about your business. Source: Search Engine Land The Q&A feature uses an upvoting system, which makes it especially important to get your answers in quickly. Earlier answers will have more time to collect upvotes, meaning they’ll be more likely to be displayed. 7. Report any malicious content in your Q&A sectionUnfortunately, you can’t hide spam, irrelevant questions and answers, or malicious postings in your Q&A yourself. The best thing to do is to report this content to Google immediately. Keep a close eye on your questions and answers so you can catch and address any problems right away. One tip for preventing Q&A mischief: never answer a question with just a “yes” or “no.” Users can edit the questions they asked after the fact, making it look like you said “yes” or “no” to a completely different question. Provide a complete, detailed answer to prevent this from happening. The takeawayGoogle’s new Q&A feature is still in the process of rolling out for all devices, and its full effect has yet to be seen. For now, the best thing to do is to be proactive. Take the initiative in asking and answering frequently asked questions about your business, and monitor your Q&A section to make sure it’s up-to-date and full of helpful information. What do you think of Google’s Q&A feature? Has it helped your business? Share your thoughts in the comments!
Amanda DiSilvestro is a writer for AgencyAnalytics, an all-in-one reporting platform for agencies. You can connect with Amanda on Twitter and LinkedIn, or check out her content services at amandadisilvestro.com. from https://searchenginewatch.com/2017/10/16/how-businesses-can-optimize-for-googles-new-question-answer-feature/ 10x Your Business With Google Traffic. Click Here to get Started!Key Pieces of Vancouver Seo ExpertOur experts will do the crucial framework to make sure your site meets the greatest professional standards to attain your intended audience. Your chosen SEO expert needs to be able to assist you determine which social media platforms will serve your organization best, along with design your social networking campaigns in support of your content advertising strategy. It is critical to align yourself be a search engine marketing expert that you are able to trust and has an established history of succeeding. If you’re looking for an Atlanta SEO expert to aid in improving your business’s visibility on the net, our results speak for themselves. When you hire us the ideal SEO experts in Atlanta you will reach your primary objective that is gaining more customers. Despite the fact that you have discovered, SEO is extremely important to help to make your internet business successful. Unlike regular advertising campaigns (for instance, flyers or TV ads), SEO is also significantly cheaper, which means you could wind up paying small quantities of money when getting wonderful benefits in turn. Generally, you require over SEO to earn a successful website you really call for a well-designed website to support it. Local SEO is even more important if you’re a little community enterprise. An impactful and powerful on-net SEO is problematic for many companies which are facing hard competition in the current market nowadays. Without proper search engine optimisation implementation, you find yourself with just another website that won’t ever bring you serious revenue potential. Your website will require an Atlanta SEO Expert be sure you ask them how they’re likely to generate backlinks, and are they using reputable sites to find those. It gives you the ability to boost your sites ranking on leading search engines such as Google, Yahoo!, and Bing, which are where most consumers will immediately search for the services or products supplied by your company. If so, then you need to be looking into optimizing your site for local search engine traffic. A lot of people have a site, hardly any are actually getting profits from their sites. Everything begins with your site. Whenever your website is optimized for the most relevant keywords your intended audience uses to discover your products and services, they’ll have the chance to immediately see your site. If your site doesn’t rank on the very first page of Google, your competitors are stealing your clients and taking revenue that needs to be yours. Our clean and easy websites will keep visitors interested and also lead them to compelling details about the goods and services which you offer. Email marketing is often overlooked, but it’s been demonstrated to be a very effective system of reaching your customers. With the assistance of our search engine optimisation experts, your online marketing will definitely grow to be a walk in the park! Mactown marketing will also educate you the way to dominate your niche with the assistance of our social networking experts. While search engine marketing isn’t the only thing the moment it comes to internet promotion, it’s important and utilizing the appropriate consultant agency for the job, because it will benefit your website for a long time to come. Pay-per-click advertising is an established method which gets positive benefits, when used correctly. By beginning a search engine optimization campaign today, your company will begin getting noticed online and you’ll get started writing the success story that you’ve always wanted. Entrusting your companys digital marketing to somebody else is a huge step that could help or hinder your enterprise. You may rest assure that if you work with us, you are going to be working with an organization that’s transparent and will assist offer you a fantastic return on your funds and will help grow your company by putting more cash in your pocket on the way. Take action on those suggestions, and you’ll find an SEM company who’s honest and charges a good price. Most companies make the error of focusing on only a couple of keywords. Its unfortunate that lots of companies aren’t leveraging Atlanta SEO. Locating a fantastic web advertising company is just one of the most significant investments you may make for your organization. Top Vancouver Seo Expert SecretsIf your company is not showing on the very first page of Google then you’re passing up a considerable amount of prospective enterprise. Each one wants a business which becomes successful overnight, but the reality is, Internet advertising and Marketing SEO is exactly like any other enterprise. Now, businesses having up-to-dated websites would hire expert search engine optimization services provider that are professional in offering the essential search engine services that would be helpful for the enterprise. If your company is not positioned strategically in the various search engines, meaning at the peak of the 1st page then you are just losing money to your competitor who is! Even though it may appear tempting for many company and business owners, using black hat SEO can have many undesired outcomes that could negatively alter the visibility of your site, which is far better to focus just on white hat SEO strategies. from http://kanwarmanoria.digital/vancouver-seo-expert/ from http://kanwarmanoria.weebly.com/blog/vancouver-seo-expert { "@context": "http://schema.org/", "@type": "Product", "name": "SEO", "aggregateRating": { "@type": "AggregateRating", "ratingValue" : "5", "ratingCount": "30", "reviewCount": "30" }} 10x Your Business With Google Traffic. Click Here to get Started!These days, it’s hard to chance upon a marketer who’d deny that search has changed dramatically in the previous few decades. The best method to gain from search is to stick to the fundamentals of superior SEO that are publicly available and promoted by Google. Paid search is logical portion of an advertising campaign but has no direct effect on your status in the organic search success. By 2004, search engines had incorporated a wide variety of undisclosed aspects in their ranking algorithms to decrease the effect of link manipulation. Updating content so as to keep they crawling back frequently can give additional weight to a site. Major search engines offer information and guidelines to aid with site optimization. Even if you believe you understand how to optimize your website for search engines, it’s well worth looking at the advice provided by Google itself. If you own a site, then you ought to understand about Google Search Console. Your website is not going to be successful under that scenario. New websites should begin their search engine optimisation journey with local search phrases. Google actually employs the initial 66 characters. Google really isn’t the only search engine that provides tools such as this, however. Google is undoubtedly the most used search engine around the world. In the Google Search Console, there are numerous tools that may benefit your site or internet enterprise. Google is continuously making efforts to more weed out copying websites so you’ll only hurt yourself in the very long run. Google is extremely strict and for good reason, you ought to be on the cover of the search engines only as long as you’ve got the content folks are interested in finding. Google will extract the part of the text which most matches the user search. Google wants you to be confused. Additionally, Google considers the words utilized in links in an attempt to ascertain your webpages content. Google looks at each website which links to yours (called inbound links) and determines the standard of that hyperlink. Next, Google should confirm this site or app belongs to you. Google provides the subsequent information on this subject. For monitoring your search engine marketing efforts and keeping your site, set up Google Search Console as your principal tool. Google works hard to secure its brand and earn search ever better. Google offers a great deal of specialized services, also. Over the past three years Google has changed its search engine optimization (search engine optimization) algorithm a mean of over 550 times each year. Google is a good resource for enhancing your content in order for your content can correctly match the proper search. Google utilizes a substantial set of computers to crawl billions of internet pages. Irrespective of whether you would like to rank high in Google, this is a great practice. Google determines that reputation by considering the number (and quality) of links to a specific website. Obviously, Google is a business enterprise. Google employs an extremely sophisticated algorithm that analyzes over 200 unique factors linked to your site and the connection between your website and others (for example, links). Search engine optimization isn’t any substitute for an excellent advertising campaign. In order to raise traffic you must work on search engine optimization. In times when barely optimizing the site isn’t enough, search engine optimization definitely requires a great deal more than traditional search engine marketing activities. Google search engine optimization is just one of the main regions of focus when increasing our clients overall on-line impact and effectiveness. If you aren’t certain how to use search engine optimization on your site, then you are able to employ a professional business that will help you. It’s not so simple to use appropriate site search engine optimization on your website and within your link building. Search engine optimisation is the procedure of getting your content to appear close to the top of the pure search result list when someone searches for the type of information which you have published. The incorrect sort or SEO can get you banned from the various search engines, therefore it vital you know what you’re doing. Organic SEO isn’t so simple to attain for new sites. Just like anything else, you can go a whole lot deeper into this and find out more about SEO and I encourage you to do that in case you have time between running all the other facets of your operation. Search engine optimisation is a good method to find visitors to your site and drive business performance. Search Engine Optimization (search engine optimization) is a strategic procedure to enhance ranking in Google for your unique keyword phrases. An important quantity of SEO is based on links to your website. Excellent SEO begins the minute you decide that you would like to publish. So it is critical that you simply employ white hat SEO when it regards your search engine optimization efforts. from http://kanwarmanoria.digital/toronto-seo-expert/ from http://kanwarmanoria.weebly.com/blog/toronto-seo-expert As we reach the fourth quarter of 2017, it’s time to start thinking about the year ahead and what to expect from SEO in 2018. There are number of search industry trends that we’ve seen the very beginnings of this year and last, which will come into greater prominence in 2018. Here are seven you should be keeping an eye on in order to stay ahead of the curve. Voice search and digital assistantsVoice search technology presents a big opportunity for changing the way we communicate and process information. The rise of digital assistants has presented a growing market that can change the way search queries are performed. According to Google, 1 out of 5 searches already come from voice queries. This changes the search market and we’re expecting to see an even bigger shift towards voice search in 2018. When it comes to setting up an SEO strategy, the rise of voice search brings out the need to focus on more long-tail search keywords and a natural language that matches the user’s conversational tone. As accuracy improves in digital assistants, there will be more people using voice search from their mobile devices, seeking for quick and relevant answers. It becomes important to research the voice user intent will provide more accurate results, helping the algorithms provide the best answer. Moreover, voice search is expected to grow even more with its integration in smart home hubs, helping companies access new data, while users enjoy a seamless experience through everyday devices. As digital assistants go beyond smartphone devices, there is a great opportunity both for SEO and content, taking advantage of a growing market that connects the brand with a user in a unique but still relevant and useful way. Link buildingLink building is not expected to disappear in 2018, but it will be more important than ever to create a strategy that seeks out quality links. There’s no need to aim for new links if they don’t add value and help you build an authority in your target niche. This doesn’t always mean that the best backlinks come from the most popular sites, but it’s still crucial to seek coverage from sites that are relevant to your industry. Referral traffic can still contribute to your site’s organic search rankings, while it is also useful to start thinking of link building as a long-term process. A successful SEO strategy in 2018 will move towards relationship building, helping a brand develop powerful contacts and links that will be beneficial in a longer term. A challenge for 2018 will be dealing with guest blogs and how to involve them as an integral part of a link building strategy without hurting a brand’s reputation. Back in May Google warned publishers who rely too much on guest posting for link building that there will be a closer look at guest blogs in an attempt to control spammy and questionable links. This brings out the need for a more diversified link building strategy, aiming for a complete backlink profile, rather than single links that can bring successful results. User experienceUser experience for SEO will become even more important in 2018. Google has made it clear that the focus is on the user and this should make more sites deliver a smooth UX for their visitors. A good user experience increases the chances of people engaging with the pages that they visit. This helps search engines discover which pages are more useful for people, favoring them over others. The first step is to monitor a site’s speed, its readability and its navigation structure to examine how these can be improved through the right changes. A closer look at your visitors’ browsing habits can offer helpful insights. For example, if the visits coming directly from search last just 30 seconds, then this probably means that the content or the user experience is hurting your site’s conversions. Moreover, as more people consume content from their mobile devices, there is a growing need to provide an excellent user experience across all devices. As SEO heads towards more relevant and personalized experiences, UX will be key to maintaining search traffic by creating an engaged audience. It’s not enough anymore to see a rise in search traffic if it’s not converting or bringing the desired engagement to create a loyal audience. Featured snippets and Quick AnswersThe popularity of featured snippets has increased the competition among companies trying to appear in “position 0” in the SERP. Gaining a featured snippet in search requires catering to a specific combination of factors, which has opened up SEO beyond the traditional race to the top of Google. According to Stone Temple Consulting, almost 30% of the test Google search queries show Featured Snippets. This brings out the need for a strategy on how to optimize a site’s content to meet Google’s standards for Featured Snippets. Lists, tables and graphs tend to be popular, while it’s also useful to create content in a Q&A format, making it easier for Google to extract the right content to show up as a featured snippet. An interesting angle to focus on during the next year is the optimization of featured snippets for voice search. The combination of two growing trends in the search market can create a great opportunity for more companies to show up at the top of the SERPs. This will involve considering the changes in the search queries, focusing more on longer keywords and natural language. A similar way to reach the top of the SERPs is to create content that serves as a Quick Answer. Google’s Answer Box is an enhanced type of featured snippet that aims to answer a question in a more appealing way. It usually follows a “how” or “what” structure and is Google’s attempt to use search intent to organize the search results in a more useful way. It has been observed that the results that show up in an Answer Box can see a CTR of 32.3%. This will bring out the need for more companies to learn more about search intent and how they can optimize their content to show up in an Answer Box. Thus, a carefully crafted Answer Box strategy can increase both a site’s authority, but also a brand’s conversion. Mobile-first index2018 is more than likely to be the year that brands realize the potential of putting mobile first, rather than catering to mobile as an afterthought. This is particularly true if Google decides to make 2018 the year it finally deploys its mobile-first index. But even if it doesn’t, brands and businesses need to put mobile first anyway: a recent study by BrightEdge found that, 57% of web traffic comes from mobile devices. More than this, there is a significant difference between the way that keywords rank on mobile and the way they rank on desktop – so mobile-first content is needed in order to have the best chance of being visible in mobile search. As mobile searches are all about context, brands should provide the best possible results for every question, while local SEO is going to become even more popular. Mobile users will seek for more content while they are on the go, which means that brands will face a big opportunity of marketing their business at a local context. Mobile optimization for local users, along with the rise of voice search, can provide an excellent way to create a successful SEO strategy in 2018 by facilitating the search experience through personalized and relevant answers. Site speed is critical for search engines and your page’s performance at the SERPs and Accelerated Mobile Pages can make a page load up to four times faster than a standard mobile page. According to Chartbeat, AMP load in a second and they also see a 35% improvement in engagement time. Google’s focus on AMP makes more publishers consider their use, currently counting more than 2 billion Accelerated Mobile Pages. The demand is expected to grow in 2018, helping companies improve their engagement and the overall user experience through fast and responsive mobile pages. Brands that want to keep up with the changes in mobile search has to keep up with the trend and experiment whether they need AMP or any other fixes to improve their site speed. The rise of visual searchVisual search is an exciting area and the combination of technological innovation and user experience can take searching to the next level. As the internet becomes more visually-focused, there is a great opportunity to explore the power of visual search. Major tech companies including Bing, Pinterest and Google have already invested in developing powerful visual search engines in a bid to capitalize on this new trend. An SEO strategy in 2018 needs to consider the way we consume visual content and how search engines now go beyond text to explore the changing habits of search. Rich visuals now become more engaging and the use of neuroscience and innovation bring out an interesting and competitive market. As the competition increases, more companies seem to acknowledge the potential of a successful visual search, while brands need to focus even more on optimizing their visual content for SEO purposes. AI and machine learningArtificial intelligence and machine learning are already changing the way that search results are ranked. Machine learning can also facilitate the way searches take place, helping users find contextualized results. This will lead to a more personalized experience, while the rise of voice search and digital assistants can offer the ideal ground to develop artificial intelligence and reward successful SEO strategies that keep up with the trends. Google’s RankBrain, or else Google’s deep learning algorithm, is also expected to affect the search landscape. Catering to RankBrain often seems like an intimidating prospect to SEOs, and the term “Artificial Intelligence Optimization” has been bandied about a fair amount. But as Dan Taylor explained in a comprehensive look at RankBrain and SEO, there is no set way to optimize for RankBrain, although certain search practices are now more relevant than ever. We can expect more changes to come in 2018 where AI and machine learning are concerned, and Google’s determination to develop in this area indicate that there are many more innovations on the horizon. Improving SEO in 2018As it seems, 2018 will be an interesting year for SEO. Traditional SEO techniques are still effective, but a number of trends are in the works that could significantly alter the practice of optimizing for search. What is useful to understand while we proceed towards is 2018 is that SEO is already changing, and the ranking in the first organic spot is not the ultimate goal anymore. As search engines evolve, there are multiple opportunities to increase your search traffic without necessarily focusing on organic SERPs. The rise of featured snippets, PPC, voice search and local SEO can often yield better results than an organic ranking. That’s why it’s useful to keep up with the latest trends and discover how your brand can maintain a successful SEO strategy for the year ahead by blending established and growing trends. from https://searchenginewatch.com/2017/10/13/seven-seo-trends-to-watch-in-2018/ Digital marketers gathered in Chicago last week for Share17, an event hosted by SEO and content marketing platform BrightEdge. Share17 provided a welcome opportunity to take stock of where the industry stands, discuss common challenges marketers are facing, and consider the upcoming trends we should all aim to capitalize on. The agenda for the day reflected this, through a combination of guest speakers, customer panels, and plenty of revelations about search marketing trends. The below is a recap of the key themes and SEO tips we took away from the event. The convergence of SEO and content marketingThe key theme for the day was the convergence of SEO and content marketing, although there were also discussions on how SEO impacts all areas of modern businesses. 97% of BrightEdge customers state that SEO and content marketing are either merging or have already done so. As a result, the focus shifts to the more pragmatic matters of how this plays out at companies both large and small. At a conceptual level, there is widespread understanding of the interplay between the disciplines, but at a practical level there is still some work to do. Although content marketing has grown to become a $75 billion industry, each piece of content needs a lot of help if it is to cut through in such a crowded market. In fact, research from BrightEdge revealed:
SEO can help here, of course, but it is clear that something is amiss at a broader scale. The content marketing industry has not aligned demand with supply if so much of its output fails to resonate with even a small audience. Scott Mowery from Cleveland Clinic had some tips to help ensure that content is created with conviction. Without that dedication of attention and resources, it is highly likely that the audience will not engage when so many other options are available. Scott used the acronym C.O.P.E. (Create Once, Promote Everywhere) to distil his team’s philosophy, and it is one that is reaping dividends so far. The core idea here is to make sure that there is a clear purpose behind every piece of content created and that it is of the highest possible quality. Then it can be repurposed for different media formats and delivered to an audience through a focused amplification plan. With a projected 110 million visits in 2017, this plan seems to be working for Cleveland Clinic. SEO is very closely aligned to business strategyThroughout the day, there were nods to the prominent position SEO has assumed within businesses due to its ties with content marketing. This is due to the fact that content sits at the center of marketing plans, while marketing channels are ways of promoting this message and directing traffic towards content. SEO is a fusion of medium and message, as it is simply impossible to rank in competitive industries without creating something of value that appeals to an audience. Working in SEO in 2017 therefore requires a broad range of skill sets, from the technical through to the strategic and the interpersonal. Frankly, SEO fails if it exists in a vacuum and it requires input from across departments to reach its full potential. Guest speaker John Hall had an interesting take on what this means for the career prospects of SEOs. He said that he sees more SEO professionals take up senior leadership positions than ever before, based on their ability to view business problems from a range of angles. The changing nature of SEO has made it hard to pin down with concrete definitions, but that fluidity also creates marketers that are adept at managing the complexities of the modern business landscape. SEO professionals need to have influence, both internally and externally, to get this message across. John Hall shared some fascinating insights into the psychology of influencing people, whether within a company or when communicating with customers. His presentation revealed the importance of making a genuine emotional connection with people to stay top of mind in the long term. That brings with it a certain vulnerability, but it is imperative if we are to gain the trust of our audience. Some of this may feel very intuitive, so it is therefore worth asking why we fail to make these connections more frequently. A narrow focus on gaining short-term ROI restricts the potential for brands to make emotional connections over time, but the most profitable brands achieve exactly this aim. Such campaigns have typically been the domain of brand marketers but as media spend continues to move online, there should be a seat at the table for SEO too. Consumers are in controlIn the age of cord-cutters and ad blockers, the message for brands is clear: consumers are in control. 28% of US Internet users used ad blockers this year, as the digital advertising industry struggles to balance monetization with user experience. This dynamic is playing out with particular significance on mobile devices, where consumer expectations continue to heighten. BrightEdge research found that 79% of results for the same query differ across mobile and desktop devices. Concurrently, the growth in queries containing the phrase ‘near me’ is slowing. This is driven by implicit intent; users are coming to expect that Google knows where they are and will tailor the results accordingly without direction. From Google’s perspective, the core focus now is on speed. To keep consumers in the Google search ecosystem on mobile, it is essential to provide an app-like experience via search results pages. We have seen this recently with developments like AMP and app indexation, but there is still a sense that marketers need to place more emphasis on providing a faster digital experience. 82% of smartphone users consult their phones while in a store deciding what to buy, so every second of extra load time can be costly. In fact, as Eugene Feygin from Quill.com discussed, Amazon has calculated that an extra second of load time across their site would result in $1.6 billion in lost revenue per annum. This creates a multitude of moments of need or want throughout each day, with the average user now spending 2 hours per day on a mobile device. The approach of applying broad demographic groups or personas is no longer fit for purpose if we want to put consumers first. A more accurate and profitable approach understands the importance of being in the right place when people need information. That consumer journey will differ by brand and by industry; the companies that prosper over the next few years will comprehend this and plan their content marketing accordingly. This provides a robust structure to an SEO campaign, driven by genuine consumer demand. That structure needs to be populated with content that connects, however, and this is where we should recall the lessons learned from John Hall’s presentation. It is only by investing ourselves in our content that we will provide something of value that stands out in such a competitive landscape. Throughout the day, there was a sense of this being an exciting moment for the SEO industry, but also one that requires a strategic mindset to comprehend and capitalize on so many diverse areas of activity. Scott Mowery from Cleveland Clinic shared a helpful mantra that his team goes by to keep efforts focused in what is an increasingly complex market. If an initiative is not digital, mobile and measurable, don’t do it. This seems an apt summary of the core themes from Share17 in Chicago, and sage advice for all search marketers. from https://searchenginewatch.com/2017/10/12/share17-chicago-the-key-themes-and-trends/ Traffic Authority StackingI will show you how to funnel Youtube Traffic to your website. from http://kanwarmanoria.digital/traffic-authority-stacking/ from http://kanwarmanoria.weebly.com/blog/traffic-authority-stacking |
ABOUT MEPleasure to introduce myself I am Gillian 32 from Calgary, Canada. I am working as social media expert and have helped many clients with their social media marketing. Archives
July 2019
Categories |