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Three critical PPC trends to watch for in 2021

March 1, 2021 No Comments

30-second summary:

  • The PPC world is ever-changing. Today’s trends may not be in the picture tomorrow
  • People will start focusing more on the buyer’s journey and use it to its full potential
  • Automation and AI will be a key trend in 2021

Many things have turned topsy-turvy after witnessing a year full of unprecedented situations and multiple coronavirus-induced lockdowns. Companies are shifting to a remote-first culture, people prefer shopping online than going to a retail store, and in-person conversations have turned to video conversations. A lot has changed in the last year, even on the advertising and marketing turf. Marketers have started using automation and artificial intelligence (AI) to create data-backed ads. They’ve started understanding the buyer’s journey and making the most of it. Here are three PPC trends that can potentially rock the boat in 2021.   

1. Google’s ad data hub will be a gold mine

Earlier in 2020, Google announced that they’d stop allowing third-party pixel tracking because of security concerns. The reliance on third-party pixels to check YouTube metrics led Google to invest in Ads Data Hub.

It is a custom analysis that aligns data with your specific objectives while maintaining privacy and security. It offers marketers a comprehensive analysis to measure the effectiveness of the ads across different screens. 

PPC trends - Google's data hub

Ads data hub will prove to be a gold mine for the marketers as it gives specific insights about the customer behavior and how they’re interacting with your ads. 

2. Understanding the buyer’s journey

A key aspect of a successful PPC campaign is to know how your customers behave to your ad in each step of your customer’s journey. Understanding each stage of the buyer’s journey can help in creating a more effective PPC campaign. 

Here are the five stages of the customer’s buyer’s journey and how can make the most of it by creating PPC campaigns for each stage.  

Stage #1: Awareness

In this stage, customers learn about your business and offerings. People are looking for an answer to their question—there are looking for someone to solve their problem. So, their needs may or may not be well defined. 

How can you help? 

Help them figure out their needs and align your offers according to them. Use branded paid ads to garner their attention. Use keywords they’re using to search in their search queries. When they see your ad, it stirs curiosity in them, and it compels them to know more about your brand. 

Stage #2: Exploration

In this stage, the customer learns more about the answers to their problems. They are sure of their needs and know different ways to cater to them. They also deem you as one of the solution providers and are gauging whether you can solve their problems. They’re checking your company’s USP, reviews, social proof, and previous partnerships. 

How can you help? 

At this stage, you can engage with your customers and build a long-lasting relationship. You can also use Facebook lead ads for addressing your customer’s problems. You can also write a conversational copy having social proof, case study, and previous work. This will inculcate a sense of trust in them, and they’ll love to explore your offerings. 

Stage #3: Comparison

In this stage, the customer compares different offerings and finds the best fit. He now understands the pricing points, their reviews, and ratings. Hence, PPC remarketing ads can prove out to be a great bet here. You can evoke the customer to click on your ad and embed your “cookie.” This keeps your brand in front of your customer. 

Stage #4: Conversion

The customers have realized their needs. They have narrowed down their options and are ready to buy. This is where you can put a strong call to action in your ads to encourage them to purchase from you. A solid CTA will compel your customer to purchase from you. Besides, you can also use remarketing to ensure that the prospects buy only from you. 

Stage #5: Re-engagement

Finally, the prospect has become a customer. So, make efforts in retaining them. But how will you do that? Segment these customers into a new audience list and use remarketing ads to attract their attention for other products and services. 

Understanding each stage of the buyer’s journey will help you create a rock-solid PPC campaign. The more you know your customers, the better you can tailor your campaigns. 

3. Automation will play a crucial role

According to Statista, the market size of automation globally will increase from 71.5% to 83.2% by 2021.

PPC trends - Automation will take charge

Hence, automation is expected to be a game-changing trend in 2021. With AI and machine learning (ML), advertisers can automate labor-intensive tasks of finding the right place to display the ads. Automation will also play a crucial role in testing ads. It’ll be used to optimize ads that include:

  • Finding the best bidding strategy 
  • Creating bids to get maximum conversions 
  • Enhance cost per click by looking for ad auctions 
  • Monitor the ad performance and stop low-performing ads 
  • Prioritize the ads that are generating top results 
  • Generate ads dynamically using user behavior and website content 
  • Generate ad performance reports dynamically 
  • Generate ad data and create ad copies to generate maximum clicks 

As AI learns more about your audience’s behavior and how they interact with the ads, it can accurately create ads to improve your PPC campaign’s performance. 

Wrapping up 

As an advertiser, you must incorporate these PPC trends in your marketing strategy to get the most out of your campaigns. In 2021, AI and automation will take the front seat. People will focus on each stage of the buyer’s journey and use voice search to look for answers to their queries. There will be a surge in VR-enabled video ads. Marketers will also look for alternate PPC campaign platforms such as Quora, LinkedIn, Reddit, and other such platforms to generate better ROI in 2021. Hence, it’s true to say that 2021 has a bunch of whole new things in its bag for you. All the best for taking up your digital marketing strategy a notch up!

Aayush Gupta is Sr. Manager, Brand & Marketing at Uplers.

The post Three critical PPC trends to watch for in 2021 appeared first on Search Engine Watch.

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Opinion News Found By Machine Learning at Google

February 27, 2021 No Comments

Opinion News in Top Stories Earlier this year, I wrote a post about news stories that are shown in carousels in Google Top Stories Are Chosen By Importance Scores The patent I wrote about in that post told us that Google may attempt to show opinion pieces related to topics that were being identified as … Read more

The post Opinion News Found By Machine Learning at Google appeared first on SEO by the Sea ⚓.


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How is a Knowledge Panel for an Entity Triggered?

February 25, 2021 No Comments

This patent is about presenting data with search results and deciding when to show that data in a knowledge panel with those search results. The Web provides access to a wide variety of resources, such as image files, audio files, video files, and web pages. A search system may identify resources in response to queries … Read more

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How is a Knowledge Panel for an Entity Triggered?

February 23, 2021 No Comments

This patent is about presenting data with search results and deciding when to show that data in a knowledge panel with those search results. The Web provides access to a wide variety of resources, such as image files, audio files, video files, and web pages. A search system may identify resources in response to queries … Read more

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A marketer’s guide to Core Web Vitals and page experience

February 19, 2021 No Comments

30-second summary:

  • Google has always placed its emphasis on the user experience
  • Core web vitals (CWV) and the Page Experience Update are part of that evolution
  • Sites that already recognize the importance of fast loading times and exceptional UX are best positioned to benefit
  • The prospect of having searchers warned off from clicking on your organic listings is real

Optimizing user experience makes for a more delightful web experience for all. Back in May 2020, Google announced a major Page Experience Update was on the horizon, based on information taken from internal studies and industry research that demonstrates how users prefer sites with a great page experience.

This new set of search ranking signals incorporates user experience metrics including mobile-friendliness, safe browsing, SSL certification, and intrusive interstitials, as well as Core Web Vitals. Page Experience is not a requirement, and there are no penalties for not focusing here. However, the additional ranking boost could just be the factor that moves your site ahead of competitors.

In this column, you’ll learn what Core Web Vitals and Page Experience are, why they matter and what you can do to get ready for the upcoming change.

What are page experience signals?

If you take a step back and look at some of the areas where Google has placed its emphasis on the user and their experience, you can see why the new signals are so important and the bigger picture.

Page experience insights

Source: BrightEdge, Preparing for the Page Experience Update

Google has recommended that websites implement SSL and considered it a ranking factor since 2014. Three years later, the search giant added a visible marker in search results to indicate whether or not the site was HTTPS-compliant. This suddenly became a priority for marketers, as at the time just 65% of sites ranking for high volume keywords had SSL in place.

Mobile optimization was a priority even before Mobilegeddon back in 2016, and today is just best practice. It’s so important to Google that they have given webmasters a free mobile-friendliness test to ensure compliance.

Google has been penalizing sites for having annoying interstitials at least since 2016, and actively warns searchers if they’re about to visit a site deemed unsafe for browsing.

What are Core Web Vitals?

Said to be happening sometime in May 2021, the introduction of Core Web Vitals (CWV) as a ranking factor represents a significant change to the way that websites are currently ranked, shining a spotlight on more of the technical aspects that contribute to overall UX.

CWVs are real-world, user-centered measurements that help us to understand more about how users may perceive the experience of interacting with web pages. They do this by quantifying three key aspects:

  • Largest Contentful Paint (LCP) refers to the time until the page’s main content has loaded and specifies that this should be below 2.5 seconds.
  • First Input Delay (FID) looks at interactivity – namely, the time between when the user tries to engage with the page and when the browser can actually respond. This should occur within 100 milliseconds.
  • Cumulative Layout Shift (CLS) considers visual stability and how content still being loaded to a page impacts the existing content. For instance, images and ads that push content down or to the side and widgets that do the same lead to a negative CLS score.

Websites that offer great UX will also be highlighted in search results. Google hopes that this visual indicator, coupled with existing text snippets and image previews, will direct users to sites that provide them with precisely what they need.

All of the above sounds like best practice that we should already have implemented, so what’s new?

The Page Experience Update isn’t a set of new signals, but a reminder of Google’s unwavering commitment to putting the searcher first.

What user experience actually means to Google and why it’s important

Google’s latest planned update only serves to underscore what many website developers and digital marketers have known for some time now – UX matters.

Slow loading times and frustrating interactions with websites can undermine a customer’s whole perspective of a company or brand. In contrast, positive experiences are more likely to keep them coming back for more.

Google explains,

“Optimizing for these factors makes the web more delightful for users across all web browsers and surfaces, and helps sites evolve towards user expectations on mobile. We believe this will contribute to business success on the web as users grow more engaged and can transact with less friction.”

By providing an exact roadmap for change, alongside useful tools for evaluating and altering sites, Google is getting better at giving business owners and SEOs the opportunity to remedy the technical shortcomings of their sites that impact user UX to make the internet a better place for everyone.

What Google’s intense prioritization of page experience means for marketers

Google announcing the upcoming release of this new update, something it rarely does, suggests that it will have a significant impact on many. However, we shouldn’t allow this shift in focus to detract from what’s really important – quality content. As Google puts it,

“While all of the components of page experience are important, we will prioritize pages with the best information overall, even if some aspects of page experience are subpar. A good page experience doesn’t override having great, relevant content.”

Individual sites that already recognize the importance of fast loading times and exceptional UX are best positioned to take advantage of the extra boost in rankings this update promises.

The thing is, despite Google giving us all of these great clues about how to deliver a better user experience, too many marketers and webmasters are still dropping the ball.

How to prepare for Google’s Page Experience Update

Evaluating your site’s Core Web Vitals is the necessary first step to identifying areas in need of optimization. Even if you think they are up to scratch, it’s certainly worth checking.

You’ll find a list of elements to prepare for and fixes here.

For marketers the big question has become this:

If none of this is really anything new and there is no penalty associated with not meeting the page experience standards, how can we convince the C-suite or our clients to invest in optimizing for them?

In a recent Google Search Central ‘SEO Office Hours’ video, John Mueller revealed that marketers expecting incremental benefits for partial compliance may be disappointed:

“The general guideline is we would also like to use this criteria to show a badge in search results, which I think there have been some experiments happening around that. And for that, we really need to know that all of the factors are compliant. So if it’s not on HTTPS then essentially even if the rest is OK then that wouldn’t be enough,”

John said.

Displaying to searchers ahead of the click whether a site measures up to CWVs put this update right up there with safe browsing in importance.

It is important that decision-makers in your organization understand that even though there is no manual or algorithmic penalty associated with the Page Experience Update, the prospect of having searchers warned off from clicking on your organic listings is real.

What’s more, not being penalized is not a win. Although the index can always be expanded, for every position a site rises in the rankings, another is left in its wake.

Google is willing to reward sites that share and demonstrate its priorities. If not yours, then whose?

Jim Yu is the founder and CEO of BrightEdge, the leading enterprise SEO and content performance platform.

The post A marketer’s guide to Core Web Vitals and page experience appeared first on Search Engine Watch.

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Opinion News Found By Machine Learning at Google

February 17, 2021 No Comments

Opinion News in Top Stories Earlier this year, I wrote a post about news stories that are shown in carousels in Google Top Stories Are Chosen By Importance Scores The patent I wrote about in that post told us that Google may attempt to show opinion pieces related to topics that were being identified as … Read more

The post Opinion News Found By Machine Learning at Google appeared first on SEO by the Sea ⚓.


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A small business’ step-by-step guide to dominating local search in 2021

February 15, 2021 No Comments

30-second summary:

  • Optimizing a small business for local search is a powerful way to boost local traffic and increase sales.
  • With the large majority of web users actively seeking products/services in their vicinity, building local leads is essential.
  • Joseph Dyson offers a step-by-step guide to improving local visibility for small businesses.
  • He focuses on the importance of Google My Business, keyword research and implementation, internal and external links, reviews, and more.

Do you want your business to appear in the top local search results on Google? Do you want to attract high-quality traffic that helps you boost sales and grow your business in the long run? Do you want to achieve and sustain target KPIs?

If you answered these questions in the affirmative, you may want to optimize your business for local search if you haven’t already.

An astounding 80% of all local searches on mobile phones result in a transaction.

While you may have created a winning social media marketing strategy and revamped your brand identity, the work doesn’t end there. In fact, it only begins. With the competition becoming increasingly cut-throat each day, standing out among the crowd has become more important than ever—especially for small businesses that are struggling to navigate the digital marketing learning curve during the ongoing pandemic.

To make things easier without compromising efficacy, you need to start off on the right foot by focusing on local SEO.

We’ll break down the basics and offer a step-by-step guide to dominating local search in 2020 so your business can hit the ground running.

What is local SEO and why does it matter?

Local SEO is the process of optimizing your business to improve its visibility in local search results on Google.

Why does this matter? Because local consumers are actively looking for products/services close to them.

If you run a small business, it’s very likely that you operate within a certain area, i.e. a specific city or state. If you fail to optimize your business for local search, you’ll attract generic leads that aren’t capable of making a transaction because of geographical constraints. You’ll also reduce your chances of appearing in the top local search results each time someone runs a “near me” or “close to me” search.

Instead of appearing in the Google 3-Pack (attached below for reference), your business will show up on the eighth, ninth, or 30th SERP.

And while earning a not-so-favorable spot among Google search results may not sound too bad, the large majority of web users never scroll past the first SERP.

So what do you do? You optimize your business for local search.

We’ve rounded up some of the most effective local SEO strategies for small businesses in 2021 to help you get started.

Claim and optimize your Google My Business listing

Leveraging Google My Business is a surefire way to give your business a much-needed visibility boost. The popular platform allows businesses to drive local traffic by creating and maintaining a strong online presence on Google Search and Google Maps.

As you share relevant information about your business, Google will effectively crawl, index, and rank your business.

The outcome? Improved local rankings.

Claim and optimize your Google My Business listing to maximize your chances of appearing in the Google 3-Pack.

We suggest sharing the following information:

  • Name
  • Address
  • Phone Number
  • Business Hours
  • High-Quality Photos and Videos
  • Categories
  • Description
  • Website
  • Reviews
  • Frequently Asked Questions
  • Attributes and Amenities

Google’s algorithm determines the legitimacy of a business by checking for consistency across the board. For instance, if your business hours are inconsistent across multiple platforms, your business will not be perceived as credible or reliable.

Even the slightest deviation can lower your chances of appearing in the Google 3-Pack.

Ensure consistency to dominate local search and increase the visitor-to-lead conversion rate.

In addition, keep your listing updated by sharing fresh content and interacting with customers through Google My Business Messages.

Become a pro at keyword research

Keyword research is undeniably the crème de la crème of local search. If done right, the process can help your content stand out among the massive pool of competition.

Why should you use keywords in the first place?

Let’s break it down.

If you own a small salon in Los Angeles, most people looking for salon services will search for very specific phrases like “salons in Los Angeles” or “best hair stylists in Los Angeles.” These keywords are a set of industry-specific and location-specific phrases that help customers find what they’re looking for.

If you want your products/services to appear in the top local search results, you have to incorporate these phrases into your content to give users exactly what they’re looking for.

Use Google’s Keyword Planner to find local industry-relevant keywords. It’s important to note that keywords are constantly evolving based on current trends, events, and news. So while you may have assiduously compiled a list of the most relevant keywords, it’s unlikely that they’ll dominate search engines within a few months.

Stay at the top of your game by actively researching and re-researching keywords. You can also use third-party tools based on your preference.

If you’re unsure about how to incorporate keywords based on regional trends, use Google Trends to discover what’s trending.

Use actionable on-page SEO techniques

On-page SEO is the process of optimizing web pages to boost rankings and attract high-quality local traffic.

How does this work? As you focus on specific on-page optimization factors, your website will become more visible on the web.

These factors include:

  • Title Tag: The title/topic of each page
  • Meta Description Tags: A short description that summarizes the content
  • Robots Meta Tag: A piece of code that helps web crawlers determine which pages on the site should be indexed
  • URL: The web address of a specific page
  • Header Tags: Headings that add structure to a page, for example, H1, H2, and H3
  • Image Alt Tags/Alt Text: Short and clear description of an image
  • Canonical Tags: An HTML link tag that helps crawlers prioritize the main page instead of indexing duplicate page URLs

Each time you create new content, incorporate high-volume keywords in the aforementioned on-page optimization factors, especially the title tag, meta description, URL, and header. This will help you attract local traffic and make your website more search-friendly.

Leverage internal and external links

Focusing on your website’s link structure is a great way to optimize your business for local search.

Internal links are hyperlinks that take readers to content or products/services on your own website. Here’s an example to help make things a bit clearer. If you’re writing a new blog for your website and hyperlink an old infographic on your own domain, this will qualify as an internal link. Of course, you can link any type of content, including blogs, articles, press releases, infographics, videos, product pages, service pages, etc.

How does this help? As web users interact with your content, they’re more likely to engage with the internal links. This, in turn, helps Google determine the relevance of your internal pages and rank them accordingly.

If you’re already ahead of the game, you can link location-specific keywords, thereby organically improving your website’s visibility for local search. These factors collectively play a big role in ensuring your business climbs local SERPs and maintains a strong online presence.

External links work in a similar manner. If an external (third-party) website links to your content or products/services, this qualifies as an external link, also known as a backlink.

For instance, if an established website like Forbes links to a value-added blog you wrote a few months ago, you’ll earn a high-quality backlink. As a plethora of potential customers is redirected to your website, you’ll reap the benefits of high traffic for your local business.

High-quality backlinks from websites with a high domain authority (great rankings on SERPs) help Google determine the validity and reputability of a business.

If a considerable number of established businesses are hyperlinking to your content, it’s very likely that you’re producing engaging, informative, and impactful content.

Google’s reward system is quick on its toes. Their algorithm will immediately process the information and make sure your business gradually climbs SERPs. If you were stuck on the 15th SERP, you could climb a few pages.

Of course, if you continue to produce winning content and earn quality backlinks, you’ll manage to break into the first search page.

How should you use internal links?

  • Create more content so it’s easier to include internal links in new content
  • Check the domain authority of pre-existing content to use internal links accordingly (for example, link to popular content more frequently)

How should you increase external links?

  • Write high-quality and engaging guest blogs
  • Leverage broken link building
  • Convert unlinked mentions into backlinks
  • Collaborate with non-competitor businesses in your industry to build quality backlinks
  • Repurpose and syndicate content
  • Offer to write authentic testimonials for other businesses in return for a backlink

Optimization isn’t enough, create high-quality local content

Optimization isn’t the be-all and end-all of content marketing. If you haven’t produced high-quality content in the first place, it’s unlikely that optimization will help you get any further.

The best way to dominate local search is to strike the perfect balance between optimization and quality. Losing sight of either one of the two could end up doing more damage than good.

Create impactful content around local events, trends, movements, and news.

For instance, find a way to incorporate popular holidays like the 4th of July into your content plan. If you sell pool accessories, you could create a blog titled “Five Tips for Having a Lockdown-Friendly Fourth of July Party This Weekend.” One of the tips could include having a family pool party and ordering fun pool accessories online.

Building these connections will go a long way in helping your business become a familiar sight in local search results.

Of course, don’t forget to incorporate location-specific keywords to make sure you attract high-quality leads that can easily buy your products/services.

Request and respond to reviews to climb SERPs

Reviews are a gold mine when it comes to improving visibility for local search.

A whopping 53% of Americans carefully read product/service ratings and reviews to guide their shopping experience.  In fact, 15% of the ranking factors for the Google 3-Pack comprise review signals.

If you run a local search, you’ll notice that each business in the Google 3-Pack includes a plethora of positive reviews.

Here’s an example:

Google doesn’t want to take any risks. The entire point of the Google 3-Pack is to display the top businesses for a specific search. The factors used to determine whether a business should appear in the Google 3-Pack include NAP consistency, relevance, reputability, experience, and—you guessed it—reviews.

If your business has a great review rating and flattering reviews, you’re very likely to earn a spot in the Google 3-Pack.

But how should you generate positive reviews? The most obvious way is to offer excellent products/services and ensure great customer service.

But there’s a little more than meets the eye.

Here are some expert strategies to increase positive reviews for your business:

  • Use Google My Business to encourage your customers to share reviews
  • Request reviews from customers who recently invested in your products/services by sending a short, individualized, and engaging email
  • Use social media to encourage customers to share their feedback
  • Create a testimonials page on your website and include a short form that allows customers to share their experience with your products/services

Actively respond to positive reviews to encourage customers to share reviews in the future. In addition, take correctional measures to make it up to your customers who leave negative reviews. If done right, you can end up turning a bad experience into a good one.

If you’ve been struggling to give your business the boost it deserves, implementing these strategies will go a long way in turning things around.

Closely monitor your progress using Google My Business Insights and additional tracking platforms to determine where you stand and realign strategies accordingly. Ensure consistency to view concrete results in local search rankings and traffic.

We also recommend keeping up with your competition to develop an edge as a small business with relatively less experience. Go over their strategies and replicate certain aspects that seem relevant.

As you develop a holistic local SEO strategy, your business will begin to reach milestones and gear up for long-term growth.

Conclusion

Local SEO is undeniably one of the most powerful weapons in the digital marketing arsenal for small businesses. Polishing these skills can help a business actively climb SERPs for local search and build a wide audience that continues to grow organically.

While implementing local SEO strategies may seem challenging at first, it’s less complex than many small businesses think. The right tools, resources, and expertise can make the process much easier.

Incorporate these strategies into your current marketing campaign to get started. If you have any concerns, feel free to connect with an expert. Good luck!

Joseph Dyson is a renowned content marketing manager at Search Berg. He offers expert small business SEO services and has headed various local SEO campaigns over the years.

The post A small business’ step-by-step guide to dominating local search in 2021 appeared first on Search Engine Watch.

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Five ways to use machine learning in digital marketing

February 13, 2021 No Comments

30-second summary:

  • According to Gartner, 30% of companies were already using machine learning in at least one part of their sales process in 2020.
  • Apparently, if you want to improve your digital marketing, you will need to focus on Analytics, Personalization, and Optimization. And machine learning can help you with all these.
  • ML can be used across all aspects of digital marketing, be it search engine optimization & marketing, social media, email marketing, paid advertisements, or even content marketing.
  • Co-founder of Lbswebsoft, Birbahadur Singh Kathayat discusses practical ML applications and techniques that can enhance your digital marketing.

Until the last decade, the terms artificial intelligence (AI) and machine learning (ML) were considered something related to robots and machines willing to take over the human race. But today, machine learning has already started transforming the way we live our life. The presence of technologies built on AI and ML can be felt across all walks of our life.

Machine learning and digital marketing

30% of companies were already using machine learning in at least one part of their sales process in 2020.

Intelligent machine learning applications can be used to increase the outcomes of digital marketing implementations. This advancement can help companies with personalization, big data management, and delivering a better customer experience.

Apparently, if you want to improve your digital marketing, you will need to focus on Analytics, Personalization, and Optimization. And machine learning can help you with all these.

Moreover, ML can be used across all aspects of digital marketing, be it search engine optimization & marketing, social media, email marketing, paid advertisements, or even content marketing.

Here are some of the ways ML-based applications and techniques can be used in digital marketing –

1. Improved customer experience 

Delivering a high-end customer experience is one of the objects in whatever an organization does. Integrating ML-enabled chatbots in your digital marketing process – to be specific, on your website can add to the customer experience you deliver.

About 80% of customers want their chat queries answered quickly. That’s when an AI and ML-based chat software can be your savior.

Apart from zeroing the wait time for customers, chatbot integration ensures 24 x 7 x 365 availability and allows you to broaden your database without any manual interference, once trained, and implemented successfully.

Chatbots also allow you to transfer calls or chats to human agents at any point of time during the conversation.

There’s another way chatbots can be used in marketing. You can train and make the chatbot learn (because this machine is designed to learn) to send emails, chat messages, and follow up messages on their own.

This way, you can send your customers important information related to your new offers and product launch.

And in turn, you will get a sea of information related to consumer behavior and product performance. These metrics can be used for developing strategies in the future.

2. Content creation and curation

Even in 2021, content is still the king. Content rules all forms of marketing. Without content, you wouldn’t be able to market your brand.

Content creation and content curation both require hours of brainstorming and digging. Here, machine learning tools can save you plenty of time which you can use in other crucial areas demanding your attention. It can help you improve what you write and publish.

Curata, Flipboard, Pocket, and Vestorly are some of the most popular content curation tools you can use to create highly engaging stories to post and share.

These ML-based content curation solutions can organize information and content, suggest bytes and contents, and create compelling curated content with their brilliantly designed templates.

The use of machine learning applications has also eased the way people write or create content. The auto-correct on your cell phone or Gmail compose box are a perfect example of machine learning technology.

We are yet to develop a technology that can write on its own without human intervention. But there is a tool, Quill that can create descriptions from a large set of data.

There are many AI and ML-based content creation tools such as frase.io that can help you research the topic and summarize long texts quickly. Built on conversational AI, the tool can continuously optimize the content on your website for better engagement and experience.

Emails are still a powerful marketing tool. The tool called Phrasee can help you create result-bound email copies and subject lines.

3. Website UI/UX

The user interface (UI) and user experience (UX) of a website are among the most important aspects of digital marketing. They are directly related to your website’s search ranking and visibility.

Machine learning tech can also help improve website design. We have already mentioned that you can analyze and find valuable insights related to the behavior of users and the performance of your website using advanced ML tools.

The technology will allow you to create websites that your users find practical and useful. Leading website building tools – such as Wix, Weebly, and WordPress – use technology and analytics to build simple yet effective and useful websites.

4. Marketing automation

If you use marketing automation tools, you can expect more than 10% revenue growth within a year. That’s the reason why over 79% of renowned brands have started using marketing automation in the last three years.

Automating your marketing will take your growth strategy to the next level. Tools built on machine learning can decode and learn from trends, suggest actions based on history and past experiences, and provide accurate analytics to help you develop strategies and take actions that yield.

Customer segmentation, pitching to the exact audience, and sending follow-ups become non-human tasks with advanced ML-based marketing tools. After every implementation and campaign, the tool learns automatically and shows scopes for improvement for future campaigns.

5. More optimized advertising

The traditional way of advertising includes choosing the right ad content and selecting the right channel or platform to display your ad. You will also need to work on finalizing the right time to show your advertisement. This is more a manual job with high chances of ads not delivering to expectations.

With AI-based advertising tools, such as Facebook Ads or Google Ads, you can pitch well-optimized ads to your audience. They allow you to find the right audience for your ad and cut your advertising cost significantly.

Apart from reaching your potential customers, you can display ads in a variety of formats and multiply the outcomes from different angles using these advanced ad channels. Just for a glimpse, you can find potential customers based on the traits of your existing customers or the customers of your competitors.

Not just that, you can send your ads when your average audience is most active. This new-age technology saves your time and spends while improving your returns on investment.

Last but definitely not the least

Social media is the most used marketing tool after email. It has also emerged as the main tool to deliver customer service in real-time. Customer engagement, brand promotion, and lead generation are also the top activities of brands on social media. You can use AI and ML technologies to strengthen your social media.

ML-enabled social listening tools help you with reputation management. Using these tools, you can monitor what your followers and non-followers are talking about you and your products. You can track the mentions of your brand, keywords, hashtags, and related products.

This is where you have a chance to reach out to unsatisfied customers, resolve their issues, and convert them into happy customers.

You can also understand which type of content at what time is engaged (or criticized) most. This will help you plan your social media content next time.

Moving forward, you can also use the competitor analysis data to create your campaigns.

Your SEO can also leverage innovative ML tools. SEM Rush, Hubspot, Moz, and other leading SEO and digital marketing tools have AI and ML behind their development.

Birbahadur Singh Kathayat is an Entrepreneur, internet marketer, and Co-founder of Lbswebsoft. He can be found on Twitter @bskathayat.

The post Five ways to use machine learning in digital marketing appeared first on Search Engine Watch.

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Opinion News Found By Machine Learning at Google

February 9, 2021 No Comments

Opinion News in Top Stories Earlier this year, I wrote a post about news stories that are shown in carousels in Google Top Stories Are Chosen By Importance Scores The patent I wrote about in that post told us that Google may attempt to show opinion pieces related to topics that were being identified as … Read more

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SEO by the Sea ⚓


Opinion News Found By Machine Learning at Google

February 7, 2021 No Comments

Opinion News in Top Stories Earlier this year, I wrote a post about news stories that are shown in carousels in Google Top Stories Are Chosen By Importance Scores The patent I wrote about in that post told us that Google may attempt to show opinion pieces related to topics that were being identified as … Read more

The post Opinion News Found By Machine Learning at Google appeared first on SEO by the Sea ⚓.


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