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How much impact can visual identity have on your organic visibility?

December 15, 2022 No Comments

How much impact can visual identity have on your organic visibility

30-second summary:

  • A visual identity is all the graphic elements that represent your brand making it unique and recognizable
  • When visual identity is build consistently across several channels, it builds brand recognizability which in turn improves conversions
  • Visual branding elements often show up for brand-driven search results allowing users to remember them well
  • Commercial and informational queries often contain visual results as well, so they can reinforce brand presence if you brand all your visual assets consistently
  • To build a strong visual identity in organic SERPs, create lots of original images, cross-publish them on multiple channels and use best SEO practices when using them on your site

What is visual identity?

A visual identity is a collection of graphic elements that represent and differentiate a brand.

It can be a logo, a tiny element of a logo, a color palette, a unique font – or any combination of all of these visual branding elements that make a brand recognizable.

Creating a recognizable visual identity used to be a prerogative of big brands with huge budgets. Thanks to digital channels (social media, video, etc.), a visual identity is something every brand can and should have because it helps your past customers recognize you and become your returning customers.

Creating a consistent and cohesive visual identity is key to cross-channel marketing. People traveling from channel to channel and seeing your brand everywhere will finally start recognizing you and with recognition comes more trust and engagement.

How is visual identity reflected in organic search?

Historically, Google has loved brands because they are easy to understand and map together (hence the Knowledge Graph is based on entities, i.e. brands).

A few years ago, Google started featuring brands visually in SERPs too. So now brands can actually build recognizability through organic search results.

Let’s look at just one example.

Let’s search for a brand name first: Notice how many images show up in different search sections across SERPs, including:

  • The knowledge panel
  • Twitter carousel
  • Image thumbnails
  • Image carousels
  • Video thumbnails, etc.

Visual elements are all over branded search results.

Now, searching for something informational, like [room soundproofing] brings up a well-written guide on how to do it from Hubspot, and the best part is that its search snippet includes a well-branded image:

That’s when a searcher can immediately recognize the brand’s results and click through just because it looks familiar.

How to create a consistent visual identity

The key to building a visual identity online is being active and consistent.

It doesn’t mean living on social media sites. It means using social media strategically and regularly to publicize well-branded visual messages that keep reminding your target audience of your brand.

According to Namify, it takes five to seven impressions for people to remember your brand.

This means serving your visual message to the same person at least 5 times before you start looking familiar.

How can this be achieved?

Reuse the same image across several channels

Apps like Photoleap make it extremely easy to create effective visual assets that can be used across multiple social media channels. You can use it to apply advanced effects or minor touch-ups to existing images, or use the built-in text-to-image AI engine to describe whatever visual you want to see, and then edit from there.

You can find inspiration at the brand’s Instagram account, which is filled with creative images you can create using the app:

Once you have your concept created, you can easily fit it to multiple social media channels, and even animate it, which extends your possibilities even further allowing you to use it as Reels, shorts, and even stories.

Curate your own (and your customers’) images

Monitoring your customers’ reviews and turning them into visual assets (images and videos) is a great way to control your brand sentiment under control and promote your brand’s visual identity through user-generated content.

There are many ways to approach that, and you don’t have to choose once. Try several of them before your create your own UGC-driven visual identity strategy:

Visualize all you can

You need your brand-own assets to rank for a wide variety of brand-driven and generic queries to build recognizability, one search session at a time. This includes posting visual content on Twitter (which has its own carousel section in SERPs) and Facebook (that is usually granted visually rich snippets).

Make sure you stick to your brand-driven color palette for every asset you create (see the orange SERP example above), play with your logo elements, and add watermarks inside your videos.

Consider (but not limit yourself to) a few ideas below:

  • Create original images for every article you publish (and then re-use those images on social media when sharing your link)
  • Use image optimization tactics to ensure your images rank in organic search results. There are SEO plugins that make this step easier.
  • Embed videos on your landing pages to generate video-rich snippets in organic SERPs
  • Create infographics to visualize how-to guides or make steps easier to follow. There are quite a few data visualization plugins to make this easier.
  • Use illustrations: A brand illustration system is a collection of images with a cohesive mood and style that visualizes a brand’s promise

Use retargeting

Retargeting is a great way to reach people who are already familiar with your visual identity, and so they will respond better to your ads. Google offers dynamic remarketing ads within its display network. Facebook is another great retargeting platform that makes it easy to reach your past site visitors and let them continue their buying journey from where they left it.

Conclusion

Building a recognizable visual identity takes time and effort but it is well worth it because a recognizable brand brings higher conversions and more sales. Keep your visual identity in mind when planning your content and visual marketing strategy and you’re halfway there! All you need now is time and consistency. Good luck!


Ann Smarty is the Founder of Viral Content Bee, Brand and Community manager at Internet Marketing Ninjas. She can be found on Twitter @seosmarty.

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Balancing paid and organic search strategies for optimum success

December 2, 2022 No Comments

Balancing paid and organic search strategies for optimum success

30-second summary:

  • Even though it is evident that SEO and PPC are great tools, these two disciplines work in silos
  • In fact, these teams and channels mostly work on their own in silos and are often handled separately
  • Accenture Song’s SEO Manager, Michael McManus discusses how businesses can combine paid and organic SEO to function as one value-add unit

SEO and PPC are a must-have in your arsenal when planning your marketing strategy. Depending on what they are looking to do, most companies tend to choose one over the other, if they are looking to increase their rankings and get traffic from organic search, then they will go with SEO,  whereas PPC focuses on getting instant “paid for” traffic from such areas as search, social, and display.

Both SEO and PPC are great tools to boost your site/brand’s authority as well as help generate more traffic and sales for your business. But these two teams/channels tend to work on their own in silos and are often handled separately.

Now while both of these options can and do work well on their own, having both teams work together can be a powerful strategy for any business. Instead of working apart and potentially fighting for budget, time, resources, and rankings. By bringing both departments together so that they can collaborate and work as one, they will benefit from different insights and learnings that they would otherwise not get on their own. These insights will allow them to produce amazing results in both campaigns.

These two marketing channels aren’t meant to operate independently, yet that is the case almost every single time. But instead of looking at both channels as separate entities and you bring them together, you’ll see that they can help you achieve better results across the board than having them work on their own.

The data and insights that you can get from PPC campaigns are extremely insightful and powerful. When you take that data and combine it with your SEO strategies, it will give you the insights that you can use to create content that will make a big difference to your organic search traffic.

Balancing organic and paid search strategies for optimum success is a key challenge and lots of businesses need to catch up as they are typically only using one of these strategies.

How SEO and PPC can work together to boost your business

Along with large amounts of keyword and conversion insights that SEO can use by working with PPC, another huge benefit that companies can achieve when they bring both SEO and PPC together is the potential to consume a large portion of the SERPs, where they can showcase ads at the top of the page while owning the organic listings below.

This is something that shouldn’t be overlooked as it gives you more chances to capture the user, who might be looking for your brand or something that your brand has to offer. For example, let’s say you are running PPC and SEO campaigns separately and a user does a search and your ad appears, but they skip over it and go right to the organic listings but you are not showing up for that particular search, you are potentially missing out on capturing that user.

So now if you are using both PPC and SEO together and you use your PPC data to gather insights as to what the users were and are searching for, where your ads are showing, but not your organic listings. You can then take that data and start to create great content for those terms and optimize your site for that phase of the user’s journey. Now you can potentially have your site’s PPC ads showing at the top of the page as well as your site showing up below those ads in the organic results. This means that if a searcher were to skip over your ad and go directly to the organic results, your site will also be listed there winning you greater brand discovery.

Bringing both PPC and SEO together and working side by side, and taking over the SERPs for a given keyword will not only allow you with getting more exposure than what you would get if you only used SEO or PPC, but you now also increase the visibility of your site and the chances that a user will click over to your site.

Another added benefit from combining both SEO and PPC and taking over the SERPS is that users, searchers, and potential customers are more likely to see value and trust in a brand that is well represented across the SERPs.

If you were able to help guide and encourage users to click through to your site, wouldn’t that be an effort worth the implementation?

Getting SEO and PPC to work for you

Well, you might be asking yourself “ok great now I know that I need to have both SEO and PPC work as one, how do I go about this?”

Here are some practical tips to have both SEO and PPC work together.

Keywords

Keywords are important to both SEO and PPC as each one is reliant on them to help with creating the proper content for each strategy. They are both going to want to target the proper and relevant keywords in order to show up in the SERPs when a user is searching for information, shopping, looking for a brand, etc.

Using the keyword data and insights from your PPC campaigns and providing that information to your SEO team, will allow them to then create content that a user is searching for and thus be able to be in front of the customer throughout their journey.

Creating ads

Paid social media ads as well as retargeting ads are a great way for you to get your content shared across different platforms that will help with getting backlinks that will help your site’s content rank organically. While this is happening, you can create retargeting ads that will help to capture users’ attention once they have left your site.

PPC data

As we mentioned earlier, PPC campaign data has a plethora of information that you can use to help create highly targeted content to help get your site’s pages to rank organically. From your PPC campaigns, you’ll be able to see things like keyword search data, impressions, CTR, and so much more.

This will allow you to better optimize your site’s content and create content that might be missing, as well as help with creating highly targeted and optimized page titles and descriptions.

Conclusion

It’s no longer about SEO vs PPC anymore, or at least it shouldn’t be after reading this article. Now that you are aware of the potential benefits of combing both your PPC and SEO efforts, it’s time to go out and implement this new strategy.

Armed with all the data that you have at your fingertips from your PPC campaigns, use this new data and insights to help with creating better SEO strategies, that will give you a competitive advantage and help you with reaching your customers at every step of their journey.

It’s time to stop treating SEO and PPC as silos and time to bring them together so that your site can benefit from the added data and insights so that your site can dominate the SERPs.

Remember SEO and PPC are each other’s most powerful tools.


Michael McManus is SEO Manager at Accenture Song. Michael has hands-on expertise in branding strategies, website structure/architecture and development, SEO strategies, and online marketing campaigns. 

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How to use digital PR and cross-channel data to amplify organic growth

November 23, 2022 No Comments

How to use PR and cross-channel data to amplify organic growth

30-second summary:

  • With the right strategy, digital PR can help drive both brand awareness and organic performance
  • During an economic downturn, brand visibility is essential to maintain brand advocacy in the long-term
  • Brands that will come out on top are those that take a cross-channel approach to drive more ROI, using data from other channels to inform their approach

Despite being tempted to pull back on spending during a recession, I believe that it is critical that brands stay visible to maintain brand advocacy — and Digital PR is a great, low-cost way to do so.

Future front-runner brands will be those that adopt a cross-channel approach to drive more ROI, utilizing data from other channels to inform their approach and ensure it resonates with target audiences.

With the current economic climate, brands and businesses are understandably scrutinizing every cent, and will likely make cuts to marketing budgets across the globe. 

Businesses need to be realistic about their growth trajectory over the next few months and ensure every marketing dollar they invest is accounted for. While this may naturally lead to greater investment in performance channels, such as paid media, this will result in increased cost per click (CPCs). A way to still stay measurable but reduce costs is to get creative and focus energy on earning attention rather than continuing to pay for every click and impression.

As a result, I would argue that digital PR is one of the most important tools in your marketing toolkit, as, with the right strategy, it can drive both brand awareness and organic performance.

You’re missing a trick if you’re just using Digital PR to drive links

Digital PR is used to build high authority, and relevant links to key category pages to drive search performance through organic growth. A targeted strategy that aligns closely with SEO objectives will enable you to track ROI if you have the right measurement tools in place. This activity feeds into lower funnel marketing activity as it helps to harvest demand, as increased rankings capture better traffic and conversions. 

However, if you’re only using it for this purpose, you’re missing out on a huge opportunity further up the marketing funnel. 

Through securing brand-led, high-impact coverage on authoritative and influential publications, digital PR can also be used to drive search demand and upper-funnel brand awareness. This third-party validation is the perfect way to build salience, credibility, customer advocacy, and trust while simultaneously driving organic performance through high-quality links.

In order to achieve both brand and performance though, you need to be creating relevant and engaging content that your target audience wants to read and share. You shouldn’t be creating content ‘just for a link’ but taking into consideration wider business goals – and making sure you’re actually targeting press that your audience is reading.

In summary, digital PR shouldn’t just be an ‘intent-led’ marketing discipline to increase rankings. It’s a discipline that can both drive demand and awareness, whilst helping to capture intent-led traffic. 

Why brand visibility is even more important during a recession

Recessions are difficult and uncertain times, which is why it’s even more important to continue to build visibility and salience – as with tighter budgets, consumers are likely to become more selective and want to buy from brands that they trust that stay relevant to them.

We have seen in previous economic uncertainty brands that maintain their brand awareness and relevance, retain more market share, and are able to bounce back quicker. Mark Ritson’s marketing recession playbook provides further information and sources on this subject. 

In order to use digital PR to deliver true brand performance, you need to ensure you’re creating it based on as much cross-channel insight as possible.

Sharing cross-channel insight to deliver better ROI

While many marketers say they work ‘cross-channel,’ the reality is that many teams are still working in silos – especially across brand and performance teams.

To drive the best results, it is essential to break down silos and take data insights from each channel to develop one overarching strategy.

For example, to drive organic growth, while it’s critical to start with key SEO insight, search volumes, brand traffic, non-brand traffic, relevance, and the number of backlinks, you should be considering other channels to maximize performance. 

Another example would be that your PPC and paid search teams will have a lot of useful data that you can use to inform your organic strategy. Which are the keywords that are costing the most? You can tailor your efforts to improve organic rankings for these keywords, effectively allowing you to spend less on those terms. 

Your programmatic team will also have access to display placement reports which will provide insight into the publications and websites your in-market audience is visiting. This should then inform your target outreach list. From a paid social perspective, this team will have lots of useful information on what content performs the best providing valuable insight for your PR brainstorms.

Amplifying your Digital PR coverage further

You shouldn’t just be working with other channel teams to define your strategy, you need to work with them throughout the whole process, to amplify results. 

For instance, if you generate a truly fantastic piece of linking digital PR coverage, on a very credible publication. Whilst this will drive SEO performance and some brand awareness, in order to maximize the opportunity, and the valuable third-party validation, make it work even harder by amplifying through paid social.

Mini case study: Maryland cookies use PR to reach 5+ million people

Maryland came to us because they needed to align PR, programmatic, and paid social to drive mass awareness of their new Sugar-Free cookie and deliver an immediate surge in new customer sales. Through an integrated approach of PR, paid social, and programmatic, we reached 5.3 million people across all channels. View the case study here.

We have seen in past campaigns that by utilizing PR content as part of your social ads, not only can they actually perform better than the ad creative, but they can also help to prevent ad fatigue and provide you with additional assets (that you don’t need to pay anything extra for!). 

Immediate steps to help your 2023 marketing plan

In order to be successful, it’s important to create a framework that helps to pull all channels together. 

At Journey Further we use the ‘4Ds’ – Discover, Define, Develop, and Deliver. 

Discover

This phase involves asking all the channels to provide insight and data based on their recent campaigns and learnings to date. It is recommended to assign a client lead who can be tasked with pulling together a list of questions and a briefing document to ensure the discovery phase is as useful as possible. This will help identify where the biggest opportunities are across channels. 

Define

Agree on the best objective and goals based on the insight provided by all channels. Create an overarching strategy that will deliver against them and drive maximum ROI. 

Develop

Set a clear roadmap, with roles and responsibilities outlined across each channel. Whilst in the case of an organic growth strategy, SEO and PR will take the leading role, it’s important other channels are clear on the ways they can amplify the activity at each stage, and what learnings they can also gather from the activity to improve their own results in-channel. 

Deliver

Marketing activity is activated. If this is a digital PR campaign then influencer marketing and paid social tactics may be used for example, alongside outreach, to bolster the campaign and drive more buzz and engagement. 

Reporting on the right metrics

Another benefit of working cross-channel is that you will be able to report on many more metrics, giving a more holistic and accurate view of ROI. 

Creating a live, 24/7 reporting dashboard utilizing tools such as Data Studio will allow you and your team members to check in and monitor progress at all times. This will provide you with a continuous cycle of insight to allow you to continuously improve your marketing efforts and deliver one overarching strategy that enables you to remain visible while also driving performance.


Beth Nunnington is the VP of Digital PR and Content Marketing at Journey Further, leading Digital PR strategy for the world’s leading brands. Her work has been featured in The Drum, PR Moment, and Prolific North. Find Beth on Twitter @BethNunnington.

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Are the days of pure organic growth over for apps?

October 21, 2022 No Comments

Are the days of pure organic growth over for apps

30-second summary:

  • Has it become nearly impossible to cut through the noise of six million apps in app stores?
  • For app marketing to be effective, it has to take into consideration the whole ecosystem that affects your app’s marketing performance
  • Whether it is app store optimization (ASO) or combining organic and paid user acquisition, marketers need to look at data holistically and ask the right questions when analyzing app performance
  • A successful app marketing strategy understands the correlation between ASO and paid user acquisition efforts
  • You need to understand how your paid funnel impacts organic growth and vice versa

Whether you like it or not, apps have become a day-to-day standard for businesses and consumers. There is an app for everything, whether it is shopping, banking, travel, or gaming.  In fact, a recent survey has found that 88 percent of mobile time is spent within apps.

According to Statista’s data from Q2 of 2022, there are more than six million apps across Google Playstore, Apple app store, and Amazon store.

App data Q2 2022 - Number of apps across Google, Apple, and Amazon stores.

Source: Statista

That’s why marketing your app properly has never been more important and has become an integral part of a business’s marketing strategy. But for it to be effective, app marketing has to take into consideration the whole ecosystem that affects your app’s marketing performance. Whether it is app store optimization (ASO) or combining organic and paid user acquisition (for example, via Google App Campaigns and Apple Search Ads), marketers need to look at data holistically and ask the right questions when analyzing an app’s performance.

Here I will share some of the knowledge I have gained and tricks of the trade I have learned over the past 10 years in the marketing field.

Organic growth on its own won’t take you far

While a few years ago ASO may have been the most important part of your app marketing strategy, to stay competitive in the busy app marketing landscape, you need to power up your User Acquisition (UA) strategy. This does not mean that ASO is no longer important – it sure is – but it has to be combined with your paid user acquisition strategy for an app’s sustainable growth. Both organic and paid UA has the main goal to drive quality conversions while maintaining a low cost per conversion.

To start with, you need a solid ASO foundation to maintain a stream of high-quality users across channels. It is essential as the user will ultimately land in your app store listing. You are literally wasting your money if you haven’t invested time in ASO and optimizing your store listing.

Paid user acquisition can lead to more organic app installs. Ads will bring new attention to your app store listing. The more installs your app generates, the higher your app will be ranked in the app stores. As a result, it increases visibility across search results and browse sections. Due to increased visibility, more and more users will land in your organic store listing and download your app. Hence the growth loop continues!

A successful strategy is about understanding the correlation between ASO and paid user acquisition efforts. You need to understand how your paid funnel impacts organic growth and vice versa. At GAMEE, we have used App Radar’s all-in-one platform which has helped our team work together within one system and understand, as well as maximize, the impact of organic and paid user acquisition for both Google and Apple app stores.

Analyzing app performance

After putting a lot of effort into optimizing your UA, don’t just sit back and hope to see perfect results. Throughout the campaign, you should be analyzing your app’s performance and asking the right questions. You’d probably like to know how much growth your ASO efforts brought. Or was it your paid UA traffic that led to an increase or drop? It can be challenging to answer all these questions, especially considering many factors that can play a significant role. As an example, let’s look at a couple of scenarios.

Scenario one: A drop in app installs

Seeing a drop in installs? It might be concerning at first sight. However, the good news is that there is most probably an explanation for every decrease in installs. And for every problem, there is also a solution.

One crucial impact factor you need to consider is paid user acquisition efforts. When you notice a decrease in downloads, you should first check whether you had ads running during that specific time. Ads can bring a significant amount of traffic to your app, and once you stop or reduce them, this might have a substantial effect on your results. Check the correlation between organic and paid conversions, and then analyze how your paid conversions impact your total growth and understand whether an increase in installs might be due to reduced activity via paid channels.

What should you do now?

First, try to get a better picture of the situation by looking at the last 30 or 90 days timeframe and understanding how significant the impact was. If pausing, for example, your Google App Campaigns greatly decreased your installs, you should consider re-activating the ads.

Scenario two: An increase in app installs

This is the result we are all aiming for. Ideally, you’d want this to continue throughout and beyond your marketing campaign. But for that, you need to know what was impacting the increase. Transferring and attributing success from one place to another can be tricky if you do not know where the success is coming from.

Your best bet would be to look at the conversion breakdown to help you find the answer. Is it Google Ads, Apple Search Ads, another paid channel, or ASO? If you run a campaign via a paid channel at the same time as the installs increased then it is most likely that that was what influenced your overall app growth. It is worth also evaluating which ad platform is the most efficient. Do you get a better cost per conversion with a paid channel? To get an idea of whether your app is performing better or worse, you may want to compare the figures with previous campaigns – How did your impressions, conversions, and costs perform compared to the previous period? Taking all of this into account will help you determine whether you should change your focus or make tweaks to your campaign.

Three takeaways from GAMEE’s experience

At GAMEE we have learned that there are three elements every app marketer should never stop working on:

ASO

It is the end-point to all of your app activities. Every dollar and hour invested elsewhere can be multiplied by a good ASO strategy and approach. This is where our use of App Radar’s platform was extremely valuable in maximizing our campaigns.

Testing

Use custom app store listings (where possible), various combinations of paid ad networks, and app store A/B tests to get the best results.

Prioritizing

Pick the audience, markets, regions, and/or demographics you need to win and focus your ASO and paid channels on them.

While analyzing the impact of paid and organic user acquisition is no easy task, the one thing you don’t want to do is put all your eggs in one basket. You can’t rely on just organic UA or just paid UA. For a successful app marketing strategy, both areas have to work in tandem. Your campaign should also allow room for testing. This enables you to tweak and pivot strategy as you go, and tailor it for your target audience. Trust me, if properly managed your app will soon be reaping your strategy’s benefits.


Jan Gemrich is Chief Marketing Officer at GAMEE, a high-engagement play-to-earn gaming platform, that attracts over 30 million users. GAMEE is part of Animoca brands which is a leading blockchain gaming company.  Jan previously worked for 9+ years at Google, based out of Prague, London, and Toronto, where he was responsible for user growth (Google Pay, Android, Search) and the launch of new products (Pixel, Stadia, etc).

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Balancing between paid and organic search for brand success

October 18, 2022 No Comments

Balancing between paid and organic search for brand success

30-second summary:

  • Relying on pay-per-click (PPC) advertising for short-term gains and neglecting organic marketing will prove ineffective
  • Before pumping any money into SEO strategy, a business must ensure that its website is fully optimised for user experience
  • Once in a comfortable position, PPC advertising can be used to amplify brand reach by experimenting with new keywords
  • While short-tail keywords have a higher search volume, long-tail keywords remain vital
  • Search results drastically differ on mobile and desktop and mobile users have less patience, so allocate more PPC advertising budget for mobile

When trying to grow a business, the importance of SEO cannot be understated. If people are unable to find a business, especially as ecommerce continues to grow into an unstoppable force, then attracting customers is an impossible endeavour.

In a bid to fast-track brand awareness, an inexperienced business owner might be tempted to rely on pay-per-click (PPC) advertising to get fast results. However, finding the right balance between organic marketing and PPC advertising is crucial for brand success.

I have broken down six ways to find the perfect balance between organic marketing and PPC advertising so that any business owner can build awareness for their brand the right way.

Fully optimize your website first

Before focusing on paid or organic search for brand success, having a fully functional website is imperative. If a prospective customer has a torrid experience using a website, the odds of securing a sale drastically decrease. All the logistics of a website should be thoroughly inspected, such as broken links, load time and the volume of customers which can be hosted at once. It’s also important to avoid over-optimising a website and using too many keywords. Keywords should be implemented subtly so that the untrained eye would never notice, otherwise, they might add negative SEO value.

Rely on PPC whilst waiting for organic SEO improvement

While it would be great to be able to rely mostly or solely on organic marketing to raise brand awareness eventually, doing so when starting out is virtually impossible. Historically, PPC advertising has been encouraged to be used whilst a business is waiting for organic SEO improvement to land. This is not a licence to neglect organic marketing – far from it – as the goal is to improve a business’s SEO value whilst using PPC initially. In the longer term, results from PPC advertising should be used to guide organic marketing efforts.

Experiment with brand-related keywords

Once in a comfortable position, a business can shift its PPC advertising strategy towards experimentation. As and when organic brand-related keywords drop in place, the corresponding PPC advertising budget can be reallocated to test new keywords, thus amplifying the total reach of the brand. When improving SEO value, a business needs to constantly explore and update its targeted keywords for organic SEO improvement. As mentioned, results from PPC advertising should be used to inform organic marketing planning.

Focus on both short-tail and long-tail keywords

A short-tail keyword or ‘head term’ is a search term with one to three words that cover a general topic. Landing on the first search engine results page for short-tail keywords borders on impossible due to the sheer number of results, so even though they typically have a higher search volume, long-tail keywords remain important as users are more likely to be closer to a point-of-purchase when searching them. Searching for “shoe shiner” would be a short-tail keyword, whereas searching for “how to shine my shoes” is a long-tail keyword, as it is three to five words and more focused on a specific subject. Naturally, the short-tail keywords will garner more searches, but ranking well for the long-tail keywords will offer a business a meaningful advantage over competitors in the same market.

Don’t just rely on Google

Most business owners, executives and managers will be inclined to focus all their efforts on Google – and rightfully so as it’s the world’s biggest search engine platform by far. However, it can also be worth testing ads on the likes of Bing to see what returns are achievable elsewhere. If the results are favourable, it might be worth splitting SEO-related efforts across multiple platforms.

Use PPC advertising for mobile, organic marketing for desktop

Search results drastically differ on mobile and desktop. At the risk of stating the obvious, using a search engine on desktop presents the users with more results because the screen is naturally bigger. As the window of opportunity – literally the size of the search window on a smartphone – is much smaller on mobile, using PPC advertising for mobile is critical. Furthermore, mobile users are less likely to make multiple searches using different keywords, than a desktop user with more patience might.

Growing brand awareness requires a streamlined and focused strategy for both organic marketing and PPC advertising. Solely relying on PPC advertising might seem like an easy solution, but slowly working on organic marketing will eventually allow a business to use PPC advertising to amplify brand reach. Business owners might underestimate the importance of SEO, but its importance can’t be underscored in the ever-growing digital marketplace.


Nick Swan is Founder of SEOTesting.

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Five hacks to enhance your organic CTR and rankings in SERPs

January 28, 2021 No Comments

30-second summary:

  • Issues with increasing your site’s organic traffic may be attributed to low organic CTRs.
  • Creative title tags helps your site create a positive first impression.
  • Limit your meta description to under 160 characters to avoid truncation.
  • A well-optimized, keyword-rich URL can increase organic CTRs by 45%.
  • Leverage the power of rich results to steal SERP real estate from your competitors.

Appearing in Google search engine results pages (SERPs) is a must-have for any business looking to further their online presence and increase their market share. But if your goal is to grow your website traffic or increase sales, merely appearing on the first page isn’t enough. With Google progressively changing from a search engine into an answer engine, more and more search users are completing their search without leaving the SERPs. To win in today’s zero-click era, it’s become paramount for businesses to occupy more real estate in SERPs and be more visually engaging to search users. If your website is having little luck with increasing its organic traffic, your troubles may be attributed to low organic click-through-rates (CTR). Improving click-through performance is an essential facet of ensuring long-term online success, both on and off Google. 

So what can you do to improve your site’s organic CTR?

Whether you run an e-commerce shop, operate a cooking blog, or manage your client’s site, these five well-tested CTR enhancing techniques will positively boost your organic CTRs, driving more targeted traffic to your site.

And the best part? All of these techniques are easily actionable and are all within your control.

Let’s get started.

1. Get creative with your title tags

A traditional organic SERP listing has three main elements:

Headline: A blue clickable link that denotes the title of the page.

Description: A brief snippet of what contents can be found on the page.

URL: The internet address of a specific web resource.

Your search listing’s title tag (the headline) has significant importance to both the search engine and its users. As an HTML element, search engines use your title tag to understand better the information contained within the page.

Search visitors, on the other hand, use the title tag found in SERPs to make a first impression about your business. Because it’s displayed in a prominent blue color, how you craft your title tag can be a make-or-break factor in its clickability, impacting organic CTR.

But search results aren’t the only places where title tags are used. Because the <title> tag element is found in your page’s HTML code, your title is also displayed at the top of your web browser’s tab and when your content is shared across social media networks.

So how should you write title tags to make them irresistible to search visitors?

Here are five fundamentals to apply to your title tag writing

Aim for a title tag length of 35-55 characters

According to research performed by Backlinko, title tags between 15 and 40 characters have the highest CTR. A title this short, however, can provide a challenge – how do you fit your keywords in and make the title tag compelling? 

In my experience, the sweet spot for a title tag is 35-55 characters in length. A length in that range keeps the title tag short and punchy and ensures it does not truncate in search results, which generally happens at around 60 characters or 600 pixels.  

Use tools like SERP Simulator and SERP Preview Tool to check title tag length.

Place your primary keyword closer to the beginning

Frontloading your title tag with your target keyword increases that keyword’s prominence, giving more weight to its importance. Plus, most users typically only see the first two words of any given headline. Placing your keyword at the beginning helps to make the keyword more obvious, and thus appear more relevant to users scanning the SERPs.

Never keyword stuff

While keyword placement is essential, avoid titles that are just filled with irrelevant keywords or variations of your target keyword. Title tags stuffed full of keywords are unappealing to search users and are CTR killers.  

Add emphasis on capitalization

Capitalizing the first letter of every word in your title tag is general copywriting best practice. To make your title tag stand out even more and add emphasis to high-impact words, consider capitalizing the occasional odd word.

Minimize the use of stop words

Stop words like “a”, “the”, “on”, “or”, and, “etc.”, can add unnecessary length to your already restricted character limit. To better position your title tag, use high impact, power words like best, exclusive, insane, and so on.

Once you’ve mastered the art of title-tag writing, it’s time to move on to the next step.

2. Meta descriptions

The snippet below the headline in the SERPs is commonly (but not always) pulled from your page’s meta description. In addition, an HTML element, the purpose of a meta description is to summarize a web page’s content.

And like your page title tag, a well-written meta description can positively influence CTRs. 

These 155 characters can influence 43% of search users to click on your site. And with nine out of ten search users clicking on organic search results vs paid advertisement, meta descriptions are your opportunity to draw some attention to your site.

How to write the perfect meta description

When it comes to writing the most compelling meta description for search results, start by researching SERPs. Having oversight on what your competitors are doing will help you better assess what descriptions are click-worthy among your target audience.

Here’s a quick checklist you can use to ensure your meta description is highly clickable:

  • Stick to Google’s optimal length

To optimize your meta description, be sure to keep the page’s summary under 160 characters and 130 characters for mobile searches. 

  • Add your most important keywords

Be sure to include your target keyword(s) in the description so they get highlighted in bold within search results.

  • Write descriptive copy

To further create snippets that entice search users to click, avoid generic descriptions as much as possible.

  • Don’t duplicate descriptions 

The pages of your site should have unique meta descriptions. Duplicating descriptions can cause Google to penalize your site.

  • Include a call-to-action
  • To add value to your description and entice more clicks, write your description with advertising in mind. 

If you have a lot of pages on your site, just focus on optimizing the most important pages. Why is this you would ask? 

Because Google ignores the meta description tag for 63% of queries. Focussing your efforts on pages getting little SERP visibility is not worth the time, especially when Google’s descriptions perform equally well, and sometimes better than custom descriptions.

Now that title tags and meta descriptions have been addressed, it’s time to turn our attention to URLs.

3. Use descriptive URLs

The third element of a traditional search listing is your page URL. And studies have shown that a well-optimized, keyword-rich URL can increase organic CTRs by 45%.

After all, when it comes to URLs in search results, wouldn’t you prefer to click on example.com/blog/ten-tips-for-seo-success rather than example.com/index.php?=5754225=t44=?p=987?

So what are the steps necessary to craft click-worthy SEO-friendly URLs?

The first step is to include the exact keyword you’d like to target in your URL.

When writing out your URL, avoid using special characters, stop words, and numbers. Special characters like the ampersand or “&” and numbers are best suited for your page title tag or header tag. Be sure also to only use lowercase letters and hyphens to separate words rather than underscores.

Lastly, keep your URL length short. Some studies have shown there is a correlation between shorter URLs and higher rankings. The average URL length of top-ten ranking pages is 66 characters.

Now that you grasp the basic SERP strategies to increase CTR performance let’s take a look at two advanced techniques you can start using on your site.

4. Turn your title tag donkeys into CTR unicorns

While it may be tempting to simply write a title tag and forget it, to get the very best results from your organic listing, you need to constantly optimize your title tags. As Larry Kim shows, this requires testing new variations and measuring their performance. 

The best way to fully optimize your title tags is to determine your site’s worst performers. These title tags we’ll call your donkeys. The best way to assess which title tags are underperforming is by going to Google Search Console and downloading your query data.

Once you have your query data, plot a graph that compares your Click-Through-Rates vs. Average Position for any queries you rank for in organic search. Add a trend line to your graph.

Now that you have your graph, target the keywords below the graph’s curve. These are your site’s biggest donkeys, the pages with the highest number of impressions but deliver lower than expected CTR for their ranking position.

To maximize your efforts, rather than testing new title tags and comparing their performance over time, consider doing some Google Ads “blitz testing.”

Blitz testing requires you to create a set of ads for the page you’re optimizing and testing at least 10 different headlines. 10 headlines are the bare minimum for blitz testing because it gives you a better chance at finding the headline that resonates best with your audience.

When you find your statistical unicorn from the Google Ads test, use that headline as your title tag on your re-optimized page.

The last hack we’ll be looking at will not only bring more visibility to your listing, but it has also been shown to bring in 2.7x more traffic from organic search.

5. Rich results

Leveraging the power of rich snippets allows your listing to occupy more SERP real estate and improve the visual elements of your SERP result, helping your site increase its organic CTR while satisfying search intent.

To experience success with rich snippets from organic search, it pays to know the most common schema types. While there are dozens of different rich snippets available, not every single one can be adapted for your business. Some are event industry-specific like flight information.

The most common schema types that will work for the majority of businesses competing in the SERPs include:

  • Review snippets: Displays a star and numeric rating below the meta description.
  • Recipe rich data snippet: Provides a step-by-step overview of a specific recipe.
  • How-To snippets: Provides step-by-step instructions for a specific task.
  • Sitelinks: Adds navigational links to key pages on your site below the meta description.
  • Search box snippet: Displays your site’s internal search box within SERPs.
  • Product snippet: Displays product information (price, reviews, stock availability) in SERPs.
  • Video snippet: Displays video information (thumbnail URL, upload date, transcript, etc.) in SERPs.
  • FAQ snippet: Presents commonly-asked questions and answers in the search results.

Now that you have a clearer understanding of the type of rich snippets available to you, follow this seven-step process to publish structured data onto your site:

  • Visit Google’s Structured Data Markup Helper.
  • Select the snippet type you’d like to create.
  • Paste your URL or HTML source to the markup helper.
  • Highlight the page elements you want to be included in the structured data.
  • Click the Create HTML button.
  • Copy and paste your generated structured data onto your page HTML.
  • Preview and test your new rich snippet in Google’s Rich Results Test.

Once you run your test, your schema markup will create a report that states the eligibility of your rich snippet. The information will also show any issues or warnings that will need to be fixed before your page can be published.

It should be noted, though, that having validated structured data in your page’s code doesn’t automatically guarantee that your search listing will display a rich snippet. Google will always provide the search user with the best search experience which, at times, may not require a rich snippet.

Now it’s your turn

By using the strategies above, your site can start to experience more organic traffic. This can significantly contribute to greater overall online success and, ultimately, increased site conversions. What’s more, the strategies provided here increase site traffic without creating more content or building more links.

With organic click-through-rates already on the decline, adapting these tips and tactics to your site will allow your brand to remain competitive in the current zero-click search landscape.

And the best part? All of the strategies mentioned here can also be used by any business, regardless of SEO experience or marketing budget.

Karl Tablante is Inbound Marketing Manager at SEO Sherpa.

The post Five hacks to enhance your organic CTR and rankings in SERPs appeared first on Search Engine Watch.

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LinkedIn Events: Mixing Your Organic and Paid Strategy to drive Webinar Registrations

December 12, 2020 No Comments

LinkedIn Events is an elegant solution to driving registrants to online events. Learn a LinkedIn Event strategy that will set your audience’s interest ablaze!

Read more at PPCHero.com
PPC Hero


Nanoleaf’s new Hexagon Shapes are a surprisingly lively and organic addition to your home decor

July 12, 2020 No Comments

Nanoleaf essentially created a new smart lighting category with its connected light panels, and since then it has iterated with its pixel-like Canvas and, most recently, its new Shapes Hexagons. The Hexagons already seem to be proving popular with customers, as they’re currently waitlisted, but I got the chance to spend some time with them and have found them to be a unique, interesting and very pleasing addition to my home decor.

The basics

The Nanoleaf Hexagons don’t change the basic formula of Nanoleaf’s products: They’re individual light panels, which connect to one control unit that has a hardware controller and connects to the power supply. Each one has an electronic connector that snaps into a two-sided connection module that you can then use to connect another panel, in whatever configuration you desire. The panels attach to walls by way of 3M strips, which are pre-mounted on a plastic pad that makes it relatively easy to detach them from the panels for damage-free removal from walls, and replacement by using new 3M strips if you’re redecorating or changing things up. You can also optionally mount them with screws if you want a more permanent installation.

The panels come in a few different configurations, including a Starter Kit that includes seven panels ($ 199.99), add-on packs that contain three additional panels and larger packs, including 13 and 19-panel bundles. You can configure them basically any way you want — but if that sounds like too much freedom, Nanoleaf provides a number of preset configuration suggestions, and its app has an augmented reality feature that lets you mock up and preview different arrangements on your walls before installing. I ended up just free-styling with a rough idea of where I wanted the design to start and end in terms of height and width, and was very happy with the results.

Image Credits: Darrell Etherington

In terms of specs, each panel is very thin at only around 0.24 inches, and they measure roughly 9 inches by 7.75 inches. They each put out around 100 lumens of light, which is not going to replace an overhead light fixture, but which proves perfectly usable for actually supplanting entirely things like bedside lamps and mood lighting in other rooms.

Nanoleaf has made the Hexagon controllable in a number of ways, including via the hardware controller included with the base kit, through their mobile or desktop app and through smart assistants, with compatibility for Amazon Alexa, Google Assistant and Apple HomeKit — all of which proved convenient and user-friendly ways to interact with the panels in my experience. You can also touch individual panels to provoke a lighted response.

The Hexagons also include audio responsiveness, meaning they can react to sound. You can use the default programs included with the app, download user-created ones or make your own, both for sound-reactive modes and for configurations that just play back a set pattern. The sound-reactive modes work amazingly well with music played back through your home audio devices, and really bring the Nanoleaf Hexagons alive — lending an almost biological feel to the devices.

Design

Image Credits: Darrell Etherington

The individual Hexagon panels are each very lightweight and thin, but still feel sturdy and durable. They feature a lighted area that takes up nearly all of their surface, minus rounded corners at each point of the hexagon shape, to create a more organic look once they’re powered on. Each side of the hexagon features a receptacle for the connector clip on the back, allowing you to connect another panel to them and provide power and control through each. One controller unit can control up to 500 hexagons, so you shouldn’t ever really need more than one, and one power supply can provide power for up to 21 hexagons. Each can be snapped to any panel in your configuration for flexible positioning.

Nanoleaf’s original light panels are triangular, and they also created the square Canvas later on. The Hexagons have a honeycomb effect and are the most organic looking to my eye, with an ability to work with a wider range of decor, including softer, less industrial interior aesthetics.

The light emitted by each panel is even and bright, and can be tuned across the RGB spectrum. Whites ranging from warm to very cool can also be achieved with the panels for more general day-to-day use. The hardware controller allows you to cycle through some standard white presets, too, including Warm White (2700K), Reading Light (4000K) and Daylight White (5000K) — plus you can control it to essentially any temperature you want, as well as different colors, through the app.

Nanoleaf has come up with a very simple mounting solution that’s easy to do on your own. I had mine installed and configured in probably around 15 minutes today, once I’d worked out a rough idea of how I wanted to lay them out on the wall. I used a level to get the first panel plumb, but it’s not necessarily required, as the shapes look great even if they’re off-level relative to the room and surrounding objects.

Because of their modular nature, you can easily add more to your existing layout by picking up additional expansion packs, should you decide to grow your collection in the future. There’s enough play with the mounting equipment that you can snap one of the connectors in place behind previously installed panels to attach new ones.

Features

Nanoleaf has evolved their product since its introduction to include a wide range of built-in features, including ambient music modes that use audio to dynamically change the lighting on the panels. This is probably my favorite feature of the Hexagons, and the mode I use most often, especially because I’m often playing music via Sonos throughout the house on most days.

Image Credits: Darrell Etherington

The hardware controller is also a great option in case you want to skip the app features altogether and treat your Hexagons more like a traditional light source — with added flexibility. It allows you to turn the brightness up and down, power them on and off, and cycle through different stored patterns and sequences.

App-based control offers a much wider range of options, however. It provides access to a range of pre-installed scenes, including both standard dynamic ones as well as Rhythm modes (those that react to sound) and you can set scheduled events, including scene changes, and have them occur just once or repeat on whatever schedule you prefer.

A built-in scene creator allows you to fully customize your light show, panel-by-panel, and then save that and share it with the community as well. It’s a great way to get just the look you want, and combined with the scheduler, means you can ensure your setup is custom-tailored to exactly which colors, brightness and effects you’re looking for throughout the day.

Image Credits: Darrell Etherington

Bottom line

The Nanoleaf Hexagons are a terrific addition to the Nanoleaf lineup, and I think they’re the model that’s mostly likely to appeal to a much broader customer base when compared to the company’s existing options. I personally didn’t expect to be that big a fan of Nanoleaf in general — I’d never been more than mildly interested in their offerings before. But as soon as I powered on the Hexagon, I was amazed at how much I felt like they improved the aesthetics of the space.

Their Rhythm features feels like having a living, dancing electric decor element, and the general pattern and even ambient lighting modes are all very pleasant additions to any room that impress without feeling overly techy or overwhelming of other aspects of your home design and furnishings. They command a high price versus traditional lighting, but when you factor in their smart features, they’re a good value in terms of bringing something unique and highly personal into your home’s look and feel.

Currently, Nanoleaf is sold out of its initial pre-orders, but you can sign up to be waitlisted for when they become available again (the company expects new shipments to resume in August).

Gadgets – TechCrunch


How to increase organic traffic: 14 Practical tips

July 7, 2020 No Comments

30-second summary:

  • Organic traffic is the best shareware way to attract visitors who already want to make a deal. You should conduct a good SEO analysis and take care of the quality of your site to increase it.
  • You can get more organic visits if you develop a strategy, eliminate technical errors of your site, use its good mobile version, make correct external and internal optimization, optimize URLs, update the site content regularly, develop a blog with unique content, analyze competitors, and promote your site through social networks, press releases, newsjacking, emails, and messengers.
  • The correct implementation of the above-mentioned tasks will provide a long-lasting result for you.

Ordinary users trust SERP more than advertising and links marked as “ads”. Correctly performed optimization, troubleshooting and the use of promising channels will quickly bring a good result.

14 Practical tips to increase organic traffic

You can get organic visits using a set of working methods, tools, and recommendations. The best 14 ways are summarized in the review below. 

1. Developing a strategy to increase organic traffic

The solution to any problem begins with the development of a strategy to leave room for financial and time planning. Strategy development is carried out in stages:

  • You should set goals and objectives at first
  • Then, identify weaknesses using a comprehensive site audit and analyze the competitive environment
  • As the next step, you can eliminate identified errors and problems
  • Also, you need to select priority methods to attract organic traffic and increase the position of the site in SERP
  • Then, map the work and budget, prepare a content plan (golden rule for a content plan – 60/30/10 – third-party content 60%, unique content 30%, advertising 10%)
  • If you need, you should select specialists and form technical tasks
  • As the last step, perform tasks, analyze results using Google Analytics

Attracting organic traffic is a rather lengthy process that distinguishes it from contextual advertising. Ads start working immediately after launch. However, organic traffic will work for a long time without any additional investments. 

2. Elimination of technical errors of the site

You can identify and eliminate technical errors of the site using the following methods:

  • Surface self-check
  • Comprehensive site audit with the help of professionals
  • Usage of paid and free services. It’s an optimal solution for those who want to get a quick result with minimal financial investments. Services allow you to identify SEO errors and ones in other key positions. The best of them are Semrush, Ahrefs, and SEOptimizer

You should eliminate identified errors by yourself or with the help of professionals. It’ll make your website more attractive to users and search engines. After the site audit, you can get rid of duplicates, speed up the download of the site, identify affiliates, and solve other problems. 

3. Mobile version of the site

More than 65% of internet users prefer to select and order products from mobile devices. You can’t lose such a huge audience and should take care of your site mobile version. It allows you to increase target audience coverage several times, increase sales and subscriptions. You can create a separate mobile version or use an adaptive design of your main site. In the last case, there will be an automatic adjustment to the screens of different devices. 

4. Correct external and internal website optimization

External optimization

It’s aimed to obtain links from third-party sites. External links that aren’t protected from indexing transfer a part of a donor weight to the acceptor site. When working on building an external link mass, you should consider:

  • Donor site trust, spam level of backlinks. The first index should be high, the second one – low
  • Rules of posting links. It’s recommended to surround them with content
  • Donor site topics (should be related)
  • Frequency of placement. You should increase the link juice gradually. It’s especially important for young sites that have a low level of trust in search engines. A sharp increase can lead to the pessimization of the acceptor site

Internal optimization

It helps to make the site relevant to those queries you carry out the promotion. It consists of:

  • Keyword list collection
  • Keywords grouping
  • Preparing and publishing content optimized with LSI and SEO
  • Formation and optimization of meta tags: title and description, headings and subheadings, image tags
  • Creation of robots.txt files and sitemap.xml (if it’s not generated automatically)
  • Interlinking and other related work

It’s important to ensure that meta tags and content are supplemented with relevant keywords but are not spammed. Otherwise, you can fall under search engine filters.

5. URLs optimization

You can complement URLs with keywords. It makes them more understandable for website visitors. When optimizing URLs, it’s recommended:

  • Use from three to five relevant words, longer links will be cut off in the SERP
  • Use hyphens rather than underscores
  • Take into account spam indicators. Keywords from URLs are added to the overall frequency on the page

Optimized URLs look more attractive so visitors click on them more likely. 

6. Regular content updates

Content updates are a rather important factor which influences on ranking. We speak about updating previously posted materials as well as publishing new ones. It helps to keep pace, increase credibility, have a positive effect on indexing. 

You should carry out updates regularly following the content plan. It allows you to work with new keywords and attract organic traffic from search engines. 

7. Blogging

A blog is a valuable resource necessary for attracting organic traffic not only for commercial but also for information requests. We used to carefully choose the goods before the deal. A blog with interesting and relevant content increases chances that after reading the review, the visitor will perform the target action.

On the blog, you can publish news, information materials, as well as infographics, video reviews – everything that can attract attention and encourage visitors to make a deal. When writing articles for a blog, you can use the links to the catalog. So that the client can immediately buy the product they like without spending time searching the site.

8. Expertise and uniqueness of the content

Usage of non-unique content is a deliberately losing thing. As a result of it, you can get a claim from the copyright holder. Therefore, it’s necessary to create and optimize your content that will provide organic visits. This rule applies not only to texts but also to photos, pictures, videos. In the case of publishing someone else’s content, you must obtain the permission of the copyright holder and give a link to the source.

There is one more caveat – expertise, which plays an important role in ranking issues. Search engines don’t focus on quality optimization but on the semantic uniqueness and benefit that the content of the site can bring to the visitor. The content should answer the question that the user enters in the search bar. If the materials contain outdated, uninteresting, or knowingly untruthful data, the visitor will leave the site. An increasing number of failures will hurt ranking.

9. Promotion in social networks

Social networks are an effective tool with which you can manage opinions and drive traffic to your website. You can create a group for communication with potential customers and publish their announcements, information about promotions, discounts, updates of the assortment, and other content that encourages them to click on the link. Before starting the campaign on social networks, you need to analyze groups of your competitors, look at the situation with ordinary user’s eyes. If the posts are interesting, the subscribers will start to like and share them. This will provide additional free advertising and reach.

10. Competitive analysis

To be the first, you should know what is happening in the competition. To solve this problem, you need to use an audit which will help:

  • Define a keywords cluster
  • Keep abreast of all events, updates and new products introduced by competitors
  • Form advertising budgets and solve other strategic tasks

For audit, you can use online services, questionnaires, secret shoppers, newsletter subscription, analysis of social networks groups, and other tools. You can use the information you’ve got to improve and optimize your website.

11. Press releases on third party resources

Regular publication of press releases on popular sites will help to solve several problems. The first one is traffic attraction, the second – external optimization. News sites visitors click the links willingly. The only negative aspect is that it’s difficult to place such publications. You should make the most of your efforts to get a positive result in outreach and lead generating.

12. Using newsjacking

Newsjacking is one of the varieties of guerrilla marketing that provides unobtrusive advertising. The latter is served against the background of an important event not being a priority. The plus is that users will often visit the site using both search queries and aggregators or news portals. The main rule is to link the offer with a really interesting and important event. Otherwise, the tool will not work. 

13. Email marketing setup

From year to year, newsletters demonstrate their effectiveness. They allow you not only to communicate with customers but also to receive visits to the site. To configure the newsletter, you must have your contact base. To collect the latter, you need to place a simple registration or subscription form on the site consisting of a minimum number of lines. After that, you can establish communication with customers, notifying them of promotions, catalog updates, and other important events.

14. Mailing in messengers

Mailing in messengers is similar to emails. However, messages in Facebook Messenger, Snapchat, or WhatsApp have a higher percentage of opening. A smartphone is always near the person, such messages are more familiar and convenient. Therefore, you should not ignore the potential of this channel. Before starting such mailing, it’s necessary to ask the client whether he/she doesn’t mind receiving advertising materials. Otherwise, the sender (you) may be blocked.

To round up

Correct external and internal optimization, work in social networks and messengers, competitive analysis, technical errors eliminating, and usability improving is priority tasks to increase organic traffic. You can perform some tasks on your own. Other ones will have to be entrusted to professionals. The correct implementation of these tasks will provide a long-lasting result, an increase in organic traffic, sales, and an influx of hot customers.

The post How to increase organic traffic: 14 Practical tips appeared first on Search Engine Watch.

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How retailers can maximize the influx of organic search traffic to PDPs during COVID-19

April 11, 2020 No Comments

30-second summary:

  • While it has always been important to optimize PDPs, which serve as one of the main entry points to a site, it is a good time for online retailers to maximize the performance of traffic to these pages, ensuring high-intent visitors are able to find what they are looking for.
  • Product recommendations are consistently used to surface relevant items for visitors on PDPs. However, brands can influence browsing even further by creating a richer recommendation experience.
  • Sometimes, a shopper lands on a PDP via search and either finds the item doesn’t meet their original expectations or they’re interested in exploring other similar products. To best serve these visitors, brands should allow for easy navigation back to the product’s main category.
  • To reduce the likelihood of a visitor bouncing from the site, brands should consider employing exit-intent popups.
  • While many consumers are now stuck at home, they may still want to browse for products they’d be interested in purchasing in the future. A great way to incentivize these shoppers to come back to the site is by allowing them to add items to a wish list.
  • The coronavirus outbreak has greatly impacted both consumers and the retailers doing their best to serve them. By optimizing these entry points, brands can not only better connect their search traffic with the products and information shoppers need, but also increase the likelihood of conversions.

Over the last few weeks, the coronavirus has triggered massive shifts in shopping behavior across affected regions, as many physical retail locations have begun operating under limited hours or have temporarily shut their doors.

Now largely reliant on ecommerce, consumers uncertain about the future are bulk-purchasing necessities and ordering otherwise non-standard items to make their extended periods at home feel more comfortable.

Among these new patterns, some brands are experiencing increases in organic search traffic, which is traditionally the second-largest source of overall monthly ecommerce traffic.

As shoppers take to Google in search of unfamiliar or high-demand products, retailers – especially those dealing in essential goods – can expect organic traffic to rise

While it has always been important to optimize Product Detail Pages (PDPs), which serve as one of the main entry points to a site, it is a good time for online retailers to maximize the performance of traffic to these pages, ensuring high-intent visitors are able to find what they are looking for.

Below, discover a few tips we’ve seen successfully implemented to improve product discovery, reduce bounce rates, and keep brands top of mind throughout an entirely new purchase decision process.

Surface more product recommendations on PDPs

Product recommendations are consistently used to surface relevant items for visitors on PDPs. However, brands can influence browsing even further by creating a richer recommendation experience.

For example, instead of just one recommendation widget, brands can include several, each experimenting with a different strategy, such as “Bought Together” or “Similar To.”

PDPs

An example of  product detail pages (PDPs) featuring two recommendation widgets: one employing a Bought Together strategy and the other, “Similarity”

Additionally, Pinterest-style recommendations with infinite scroll can serve to continuously expose and recommend new items to visitors, enticing them to keep exploring until they stumble upon the right product.

PDPs

 

An example of PDPs featuring Pinterest-style recommendations

Offer easy navigation back to the main category

Sometimes, a shopper lands on a PDP via search and either finds the item doesn’t meet their original expectations or they’re interested in exploring other similar products. To best serve these visitors, brands should allow for easy navigation back to the product’s main category.

By placing a category discovery banner at the top of the product page, brands ensure that visitors won’t have to hunt for the category page on their own from within the navigation menu or via an entirely new search. This is especially useful for mobile traffic, where limited real estate creates barriers to browsing the site.

 

PDPs

An example of PDPs displaying a discovery banner for visitors to easily navigate to the main category

Keep distractions at bay with value-adding popups on PDPs

On a regular day, consumers experience multiple distractions throughout the online shopping experience, whether they’re comparing items across different sites, toggling between devices, or jumping from one scenario to another.

With constant, frantic COVID-19 alerts, the crisis represents an entirely new challenge, making it even harder to capture and hold visitors’ attention.

To reduce the likelihood of a visitor bouncing from the site, brands should consider employing exit-intent popups.

Triggered when a visitor idles on the page for an extended period of time, scrolls down to a certain portion of the page, or upon displaying exit intent, these overlays can be used to narrow down a shopper’s focus and highlight key messaging.

These popups may highlight promotional offers to encourage a purchase or important COVID-19-related updates, such as current business hours and delivery windows.

An example of two exit-intent popups used to promote an offer or specific message on PDPs

Allow shoppers to add items to a wish list via PDPs

While many consumers are now stuck at home, they may still want to browse for products they’d be interested in purchasing in the future. A great way to incentivize these shoppers to come back to the site is by allowing them to add items to a wish list.

Once created, offering quick access to their list makes it easy to add saved items to their shopping cart for fast checkout.

Wish lists are also effective tools for capturing subscribers, which brands can then leverage to identify and further nurture the relationship via other channels, such as email.

PDPs featuring a link for shoppers to add items to a wish list

Assist like never before

The coronavirus outbreak has greatly impacted both consumers and the retailers doing their best to serve them.

By optimizing these entry points, brands can not only better connect their search traffic with the products and information shoppers need, but also increase the likelihood of conversions.

More importantly, although not all of this new traffic is guaranteed to translate into revenue, in making some of these changes, brands stand to communicate that they are being mindful of consumer needs during this unprecedented situation – the benefits of which will have a lasting impact, long after COVID-19 eventually subsides.

The post How retailers can maximize the influx of organic search traffic to PDPs during COVID-19 appeared first on Search Engine Watch.

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