- Once you have the right product and pricing, succeeding with your online store essentially boils down to effective digital marketing and delivering a top-notch customer experience.
- For ecommerce, in particular, SEO — or ranking on the first page of Google — plays a huge role in effective marketing and online branding, as it builds trust in the eyes of your audience which paid ads can’t. And trust translates to a better customer experience.
- Here we discuss three proven SEO tactics that boost your search engine rankings while also enhancing your brand’s customer experience in ways that go beyond trust-building.
Your modern online store has a lot of moving parts, with hundreds to thousands of different product pages, numerous variations of the same page, and dynamic elements. And you’re well aware of the importance of having your store rank on the first page of Google — more traffic, brand awareness, trust, and sales. However, SEO today is not just about including the right keywords and building backlinks to your online store but is closely knit with providing a great user or customer experience (CX).
When you work on your SEO by keeping the customer experience aspect in mind, you’ll build a store that not only garners top rankings and tons of organic traffic but also converts that traffic into customers.
In this post, let’s take a look at three tried-and-true SEO tactics that directly improve your store’s search visibility while also establishing an outstanding customer experience.
Tactic #1: Make your store load lightning fast
Page speed is one of the most critical factors that can make or break your store’s rankings and CX. Most people today lack the patience to wait for even three-to-five seconds for your website to load, and won’t think twice before bouncing off to a competitor.
Source: Think With Google
Site speed is an official Google ranking factor since 2010. Thus, optimizing your store’s speed is pivotal to both search rankings and CX.
That being said, the sheer number of visuals and dynamic elements on your store can make this seemingly straightforward task a tall order.
The best way to go about optimizing your site speed is to run your site through a free tool such as GTmetrix or Google’s PageSpeed Insights to assess how your site performs currently. These tools will generate a list of suggestions and optimization opportunities that you can then check off one by one to make your store lightning fast.
For example, you may have bulky image files that need to be compressed using an image compression tool. Or, you may have yet to enable browser caching so repeat visitors don’t have to reload the entire page each time.
Similarly, it is possible that you have too many unnecessary redirects in your product pages or render-blocking resources that negatively impact your site speed. Use the aforementioned tools to pinpoint the exact reasons for suboptimal speed, and then work to individually improve every aspect.
Tactic #2: Ensure content on all pages is unique and updated
Google wants you to have unique, high-quality content on every URL of your store. But with countless URLs owing to product variations and categories, this can become a tough nut to crack.
That’s because, on top of creating unique, keyword-optimized, and descriptive content for each product page, you must take care of internal search result pages and product filters (such as color and size) that result in too many low-value duplicate pages which you don’t want Google to index.
And duplicate content (for instance, multiple colors or sizes of the same shirt) can seriously hurt your SEO.
To dodge this, opt for one of these three options:
- Include a canonical tag (rel=canonical) on product variation pages that points to the main product page.
- Place a “noindex” tag on the pages you don’t want Google to index.
- Block the variations within your robots.txt file.
Next, you need to have a plan for dealing with outdated content, such as products that are discontinued or seasonal. You need to deal with such content in a way such that the SEO value is not lost and customers aren’t left confused.
The easiest way to do that is to use 301 redirects to point old URLs to the new ones. This way, visitors get the most up-to-date content on the product they are looking for (thus ensuring consistent customer experience), while the link juice from the original URL is correctly passed on to the new page.
Tactic #3: Focus on the mobile experience
Online shopping on smartphones and tablets has become mainstream in the last decade. Today, mobile is where the money’s at.
Take a look at these numbers from the recent holiday shopping seasons:
- On Black Friday ($ 6.2 billion in online revenue in 2018), nearly 40% of sales on the conventionally brick and mortar shopping day came via a mobile device.
- On Cyber Monday ($ 9.2 billion in online revenue in 2019), 54% of visitors came from mobile devices, while around 33% purchases on their mobile device, up over 40% from the previous year.
What’s more, in 2021, 53.9% of all retail ecommerce is expected to be generated via mobile. In other words, odds are that the bulk of your visitors are coming from a smartphone or tablet than a desktop.
Despite that, 84% of users have experienced difficulties in completing mobile transactions. This means you have a great opportunity to surpass your competitors in terms of customer experience (CX) and rankings by creating a mobile-friendly store.
Due to Google’s mobile-first indexing, the mobile version of your store (not the desktop!) is the benchmark for how Google indexes your website and determines your rankings.
Follow these best practices for a stronger mobile experience:
- Incorporate a responsive design, so all the content on your store automatically adjusts to the screen size. This way, you serve the same HTML code and URLs regardless of the visitor’s device.
- Mobile page speed is an official ranking factor, so ensure optimal speed on mobile by optimizing images, enabling compression, minifying CSS and JS, avoiding redirects, improving server response times, and leveraging browser caching.
- Don’t forget usability. Make your store easy to navigate, even on mobile. Enable autofill for contact forms, wherever possible. Make buttons large enough to be easily clickable. After all, Google rewards excellent experience no matter the device.
Furthermore, make sure to avoid these common mobile UX mistakes:
- Unplayable video content (due to Flash)
- Illegibly small font size
- Cluttered touch elements
Simply put, smartphone ecommerce is a growing trend and Google is prioritizing mobile experience. And so, focus on your store’s mobile-friendliness for better rankings and CX.
SEO and customer experience (CX) are two sides of the same coin
The modern customer won’t settle for anything less than a sublime online shopping experience, which starts from finding your store on the first page of search results to a fast loading site, up-to-date content, and beyond.
Coupled with the fact that search engines like Google have now evolved to a point where they’re able to reward remarkable customer experience with first-page rankings, you know you’ve got to work on your store’s SEO from a CX perspective.
The three tactics outlined above directly improve your SEO and CX, so focus on getting these right to not only boost your store’s search rankings and drive more organic traffic but also to render an impressive shopping experience that customers keep coming back to.
Harsh Agrawal is the pioneering blogger behind ShoutMeLoud, an award-winning blog with over 832K subscribers and a million Pageviews per month.
The post Customer experience optimization (CXO) for online stores: Three proven SEO tactics appeared first on Search Engine Watch.
Five great display and video advertising tactics to increase relevance and revenue in a cookie-less world
- Display and video advertising already have tactics that can be highly effective in a cookie-less world.
- Contextual advertising is going to rise, as users will be in the right state of mind to interact with the brands’ ads.
- Content sponsorship is going to build strong relationships between brands and consumers, as the values and purpose of each brand will be transmitted to the audience in a non-aggressive sales-y way.
- Channel integration can become the norm as channels can support each other through insights.
- User-based targeting will still allow for personalization with the consent of the user.
Let’s face it. The world is going through difficult times, and so is every method of advertising. People are suspicious and don’t trust advertising, thinking that ads may lead to fraud or that advertisers act only to their own benefit and that the consumers will get no value out these promotional banners sitting around the content they visit. They get annoyed when video advertising interrupts their user experience popping up or getting in the way of their desired content.
Things get worse when the ads are totally irrelevant to the user’s interests, which results in total waste of money. Things got a bit better with cookies, as we could target specific audience segments based on their demographics and browsing behavior so that the ads where tailored to their state of mind and interests but in a soon-to-be cookie-less world? Are we back to zero?
Fear not. During the past few years, the targeting technology and tactics became much more sophisticated and we can use numerous methods to target our audiences with relevant only ads and at the same time comply with the new GDPR normal.
Below are five must-have tactics around display and video advertising to smoothly transition to the post-cookie era.
Well, there are no must-dos in life, but realistically these will definitely make your life a lot easier and your ads will create only positive relationships with your audience. Anyway, cookies matching (the process of syncing cookies data so that Demand-Side Platforms (DSPs) and Data Management Platforms (DMPs) know that they are dealing with the same user) isn’t exactly perfect. So let’s see the positive side. It’s our chance to get closer to our goal to increase relevancy, please customers, and drive sales.
1. Contextual targeting
Back to zero? Not quite.
Yes, keyword or contextual-based advertising is an old tactic, I am not talking about the invention of the wheel. But: nowadays we can use Programmatic buying. With cookie-based targeting, ads about martech platforms would keep following you around the web. But this is not you. You are more than that. You like fitness, food, minimalism, whatever.
With contextual targeting through programmatic, you will be able to display your ads only when your audience is in a relevant state of mind across hundreds of sites at the same time. So when you’re looking for healthy recipes in food websites, you will see ads for organic products and when you will be reading about the future of digital advertising, you will see ads of a new analytics platform.
So the ads will be relevant to the web environment you’re currently consuming and consumers will feel more comfortable to convert, as they will see the ads as an extension of the content they are already looking at. Contextual advertising works well for all the stages of the purchase journey, as high impact formats (large sizes or video) but also native ads-teasers can be used to increase awareness and memorability and click-throughs respectively.
2. Content sponsorship
Yes. It works. People want to get value from the brands, and this is how they get to trust them. Consuming educational content brings us closer to the bran’s values, we see the world through their eyes and therefore we decide to follow them or not. Have you ever made friends without listening to them talking first?
Especially during the pandemic, people started educating themselves on numerous topics that don’t necessarily have to do with their job. They love reading about how they can make their life easier. And they trust someone’s content especially when they are not trying to directly sell or only sell a product without justifying it. To my opinion, content must be branded but should be consumer-centric at the same time. These are some questions you should seek to answer through your content.
- What are the benefits of the product/service?
- How does it fill someone’s needs?
- Does it add value to someone’s life/daily routine?
This is exactly our time as advertisers to elaborate on the challenges that our audience can overcome by using the product. This is our time to be where our consumers are and consume content, to show that we care, and we give, and this is a win-win game. And that the more we win, we commit that the more we will give.
Brands that get personal like the P&G ads are amazing. Have you seen them? They celebrate women’s/mums’ roles and contributions to society. They speak the truth, they make people relate to the content. Also, going back to my point on the pandemic now, people appreciated it so much the brands that collaborated with each other for a good cause, the brands that offered, the brands that supported also financially the situation.
Why? Because we all want to feel that someone is there for us, that brands don’t care only for their profits. So if I’m going to give my money for a product anyway, I will choose one that we have the same beliefs with.
3. Channel collaboration
And here it comes. Your boss, your client come to ask for channel integrated campaigns. They want to see how everything works together towards the same goal. They don’t like fragmented budgets anymore, as the ad investment comes from one pot and there’s one person managing all the channels so there’s no point in delivering multiple media plans.
Use every channel’s success or failure (this is still a very useful insight!) to contribute to the success of other channels. For example, look at search engine marketing (SEM) like paid search or SEO to find the most successful keywords, and then implement these in your display and video advertising – contextual strategy.
In other words, what I strongly recommend is to use the terms that your customers are using in their search before they convert, to open up to new audiences in relevant webpages. This way, you can have an online presence in relevant environments, with high impact display formats and videos to increase awareness when your audience is at the right state of mind.
4. User-based targeting
This is not something new, the big platforms are already doing this and it’s an amazing source of data that I don’t think we made the most of, because we were mostly relying on cookies (that, let’s face it, wasn’t 100% accurate anyway). These data sets are quite accurate as they rely on information that the users give through forms and actions and not on our interpretation of their browsing history.
This is essentially targeting through the user id on the respective platform. Users give their details and create profiles so that they get access to various platforms or make purchases to numerous websites. This way the brand can target the ideal users with cross-device recognition, using first-party data.
Who doesn’t want a consistent experience while interacting with a brand across multiple devices? Again, this is a win-win game when implemented effectively, as the brands do not waste budget while targeting the users isolating every device and at the same time the users are being targeted with the most appropriate message depending on the stage of the funnel that they are. Plus it improves personalization.
5. Sequential targeting
How many times have you noticed a specific car model in the streets after you talked about it for the first time with your friends? It’s not that all these cars magically appeared in front of you after your conversation. It’s that this car is now familiar to you, so it’s easy to notice it. Humans like what looks or sounds familiar. The brain wants to spend as little energy as possible so if it’s something already known, it’s easier to identify and memorize. That’s why we need sequential advertising in our lives.
First-party data allow also for sequential targeting, which is a marketing technique that uses a sequence of ads to tell a story and convince the audience to convert over time, across different devices. The creatives used for sequential targeting should have the same look and feel so that the consumer feels familiar with them and also recalls the brand’s image but should be evolved as we walk down the funnel. The sequence is device agnostic when a user is logged in through their account, which means that shifting between devices doesn’t affect that strategy, it even enhances the experience. Someone may see an ad on their smartphone and then the second in order ad may appear the next day on their laptop.
It has been observed that awareness can be vastly increased through high impact sequential ads. For instance, Google’s research in partnership with Ipsos on sequential videos revealed a 74% ad recall lift and 30% purchase intent uplift compared to standalone video advertising. The sequential messaging drives also high-quality leads as they guide the user down through the funnel to convert.
The sequential tactic is highly effective as most consumers use multiple digital devices before making a purchase or using a service. This strategy increases visibility, as people notice a brand more when its ads appear on multiple devices and they seem familiar, plus you allow your audience to interact with your brand through their platform of choice and it prevents ad fatigue. It’s of no wonder why this tactic presents increasing CTR.
Into the technicalities now
In digital display and video advertising, I would recommend for the sequential path to involve three stages of content.
- Stage one – the user sees an ad that is usually more generic, it introduces them to the brand or service
- Stage two – includes ads that educate around the brand or service advertised and present briefly the benefits and happy results of using it
The first two stages should invite the user to learn more about the product and get to know the brand if needed so that they walk through the consideration phase. For these purposes, the first (or second too) stage can well be represented by a video. The videos are well known as being highly memorable and impactful, so this is what the user needs at this stage.
- Stage three – ad with a strong call to action, an invitation for the audience to use the product and purchase, sometimes even offering a discount
Naturally, the call-to-action in each stage will change depending on what action we want the person to perform (Learn more Vs Buy now).
Therefore, it’s not the end of the world, it’s the end of a technology that worked for long but now it’s time to move on to new relationship structures, just like societies do. Because it’s time for the brands to build honest and transparent relationships with consumers, which is going to lead to stronger trust in advertising. And this is a good thing.
What are your thoughts on display and video advertising? Feel free to share them in the comments section.
Anastasia-Yvoni Spiliopoulou is a Global Digital Media expert. She has recently launched her new online course in digital display and video advertising for corporates and individuals.
- Research reveals that more than two-thirds of the world’s Instagram accounts follow at least one active company or business venture.
- This makes it essential for digital marketers to establish their brands’ online presence and successfully source more leads.
- Bhavik Soni shares the top 10 media tactics to generate more leads on Instagram which can help accelerate your sales in no time.
In recent years, Instagram has quickly become a platform that creates and garners social media leads. Research reveals that more than two-thirds of the world’s Instagram accounts follow at least one active company or business venture. Thus, managers involved in promotional content would find it beneficial to use Instagram’s effect on online marketing leads.
Powerful tips to get more Leads on Instagram
You cannot miss out on the great marketing opportunities that Instagram presents. Instead, try following these 10 media tactics to generate the maximum number of leads on Instagram. In turn, they will accelerate your sales in no time.
1. Engaging lead advertisements
The most convenient way to market your business content on Instagram is to circulate lead advertisements. The reason? Using such ads enables you as a business manager to gather buyer information like email address, date of birth, place of residence, employment status.
With such integral information, you can discover your customers’ mindsets and preferences when it comes to purchasing your products. Moreover, you can store such data as well as use it to improve your direct marketing campaigns. Also, you can curate your promotional content accordingly. From real estate companies to environmental organizations, lead advertisements have been used to propel customer outreach and influence buyer tendencies.
All you need is a business account on Instagram. However, to do so, first, you need to create a Facebook page. Thereafter, make sure your creative department must abide by the specifications mandated for Instagram advertisements.
To expedite the process, you can add pre-filled sections to the forms you offer, for completion rate improvement. Indeed, business on Instagram can use pre-filled forms based on personal information gathered from buyers’ accounts.
Alternatively, you can opt for conversion advertisements to increase app downloads, visits to websites, or sales-oriented promotional leads.
2. Action buttons
You can include action buttons for your Instagram business account. For instance, you can put up links showing your contact details (email address, contact number, office address) on your Instagram profile. This will make it easier for customers around the globe to contact you at any point in time.
In addition to this, action buttons like Reserve, Book, Get Tickets/Subscriptions will direct your customers to forms offered by Instagram. These include OpenTable, Eventbrite, and Resy.
3. Link optimization
As a business account, your Instagram bio should fully utilize the space allotted to various official links. Take complete advantage of this space by including subscriptions, products up for sale, or informed surveys. Based on your goals, the choices are yours.
Keep in mind these points when you optimize the links to your Instagram bio
- Short links are always more convenient
- Brand links are a must to broaden your outreach
- Repetitively use “link in bio” on Instagram posts, which will redirect your customers to relevant promotional content
- Ensure that your link can be tracked (by using UTM parameters, for instance)
- You must include a call-to-action (CTA) above each of your bio links
Make your Instagram bio actionable and more enticing. Your customers will gradually get hooked to the products you offer and the buyer-relation suggestions you provide.
4. Landing page design
After an interested customer clicks on any of your links, they will get directed to a landing page. For your customer’s benefit, make sure of the following:
- Your page can be scanned
- It provides an engrossing visual experience
- It includes content that is relevant with respect to buyer expectations
The curiosity aroused by your CTA should be supported by an excellent landing page. Certain brands choose to include landing pages even in their feeds, while others choose to provide links to particular pages on their web platforms.
5. Insta Stories: Swipe-up feature
On top of your bio and landing page, Instagram lets you put forth links in every Instagram story you post. People whose accounts have a large number of followers (such as influencers) find that embedding important links to these stories is highly beneficial.
Data shows that 30% of the most viewed Instagram stories are those offered by businesses. All that your customer needs to do is swipe and reach your landing page. Due to the ease of embedding links and the ability to put as many stories as you want, Instagram stories are considered to be more effective than bio links.
How to add a link to your latest Instagram story? Either swipe right or click the “+” icon on the top left corner of your account. Then, upload the content you wish to put up. Finally, click on the chain icon to embed the link of your choice.
In case your latest story has plenty of viewers and has stayed online for a considerable period, you can add it to your “Highlights” section. As a result, people who might have missed out on your important story can view it at any time they want.
6. Goal-oriented creative team
Experts say that an inspired CTA is the best tool to generate leads on Instagram. Your creative department must check whether catchphrases such as “link in bio”, “swipe up”, or “order now” are linked to their respective contents in a seamless manner.
Additionally, your CTA and visual content must go hand-in-hand with regard to a specific milestone that you will have set. This way, you can keep your audience constantly interested, such that they check your posts on a daily basis. For this purpose, you can use any and every tool that Instagram offers.
Your creative team must make ample space, wherein you can include your CTAs, instead of crowding in a single space.
7. Shopping content 101
Shopping does not necessarily include corresponding growth in sales. Despite this fact, even if a customer clicks on a product she/he does not purchase, it is still considered as a potential lead (more precisely, an interested customer). It is no news that Instagram Shopping has garnered abundant interest. More than 100 million followers click on various product tags every passing month.
As an efficient company marketer, make sure that you have thoroughly analyzed the above data. Subsequently, you can gauge audience mentality and product interest. Further, you can offer curated ads to your target customers. This will make them feel special at an individual level, which will eventually lead to a strengthened emotional bond with your brand.
To start, what you need is a Facebook catalog. After you connect your catalog with Instagram, consider signing up for Instagram Shopping. Finally, you can include product tags that provide product information on your stories and posts.
In this regard, you can keep track of product view rates and button clicks. If your posts are popular enough, they might even get included in the Explore feed, which boasts more than 200 million daily hits. You can even tap into the psyche of window shoppers by using shopping-related posts as advertisements.
8. Influencer relationships
These are the heydays of Instagram influencers. Many industries like fashion, music, and food have started building partnerships with such Instagram influencers to grow audiences and maximize their lead generation. However, as influencers are human resources, there are some rules you should follow while creating partnerships with them.
The first and most important rule is to recruit an influencer who has a consolidated brand affinity, in addition to the overlap of partial followers. This way, you can reach new followers and prospective social media leads.
Second, influencers must have the trust of their die-hard fans. If your influencer isn’t credible enough, your audience might not get swept off their feet. A reputed and trustworthy influencer is integral to the success of a new and upcoming business venture.
9. Instagram contests
You can organize various exciting contests, sale sessions with new offers and discounts, or promotional material. For example, ask your customers to undertake a survey or post comments to win a special prize. You can also ask them to tag their friends.
Alternatively, you can utilize the influencer you employ with respect to generating more leads (via any given contest). Otherwise, you can also hold sales and promotional programs to arouse interest as well as urgency in your customers.
10. More footage of popular products
As Instagram itself mentions on its official blog, a tap on a product may not always lead to its sale. Thus, the platform offers a solution: make sure you verify which products boast the best performance in your Insights tab.
Once you have done this, increase the frequency of your posts related to the top five or six most popular/high-performing products. As a result, your customers will be constantly reminded of the products they pine for.
In turn, you will exponentially develop consumer confidence and create more purchase opportunities. Such data will also help you identify your loyal customers and retain them. In addition, you can target new buyers who might have glanced at your business and the products or services you offer.
To take an example
Certain brands are found to have posted about a popular product more than 15 times in just a few weeks. For additional support, they even create captivating story highlights for these reputed and well-received products. On deeper analysis, professionals have noted that the creative teams of these businesses are not only skilled but also street smart when it comes to marketing. They never use the same post more than once.
Companies that can afford to invest considerably in social media marketing go one step further. Along with the repeated display of a product and its promotional content, they merge its sleek photographs with endorsements by popular Instagram influencers. On top of that, they use technology to their utmost advantage.
Interactive storytelling can be considered one such use of the recent technological advances in the virtual marketing industry. Some renowned brands use it to boost their content reach and appreciation. This not only accelerates product sales but also consolidates the elite reputation of these brands.
In conclusion, it is clear that your business can broaden its scope regarding outreach, customer retention, and sales by first creating an Instagram business account. Thereafter, you need to post meticulously, regularly, and on specific pre-decided intervals.
You will quickly realize that apart from being a photo-sharing application, Instagram can boost your business by getting you more social media leads every passing day, if not every other hour.
Bhavik Soni is a Creative Writer at Auto Monkey where he provides an original analysis of the latest happenings in the social media industry.
The post How to get more leads on Instagram: 10 Highly effective tactics appeared first on Search Engine Watch.
- SEO has evolved to cover a wide range of efforts that contribute to traffic generation.
- The easiest way to improve search visibility is to have an arsenal of tactics at your disposal for creating a top-ranking page.
- Improving the quality of content and backlinks are prime ranking factors that influence the placement of a page in a search result and can be done in a variety of ways.
- Founder of Digital Ducats Inc, shares in detail 10 different advanced SEO tactics to drive traffic by improving the quality of the content you’re publishing for users.
Learn how to drive more traffic to your website and you will have learned how to ensure the growth of your business. Driving more relevant traffic is the overarching goal of every website owner that wants to increase revenue.
The success of your website relies on the volume of relevant traffic that you’re able to generate on a regular basis. Here are 10 advanced SEO tactics to increase the traffic to your website on a regular basis.
1. Increase content production
Did you know websites that publish SEO optimized blog posts two-to-four times a week produce the highest number of leads and conversions? Increasing your content production allows your website to expand the range of keywords it targets and provides more answers to the questions people are searching for.
The frequency of the content you create should align with the goal you’ve created in your overall content strategy. Neil Patel had the goal of increasing his page views to hit 100k.
When he was publishing once a week his views were at 46k page views. After increasing his content production to twice a week he was able to hit 100k page views in under a year.
Don’t mistake frequency as the only factor that will improve your website traffic. Learn how to write articles for marketing to build trust and accumulate backlinks.
Aim to publish informative articles and provide value to your audience. According to Conductor, even a week after reading educational content, people are 48% more likely to buy from the company that educated them.
Pumping out low-quality blog posts that lack quality will eventually hurt your website. Publish content with the intention of providing solutions to problems and relevant questions.
2. Cluster your content to drive more traffic
A web page ranking is highly influenced by the topical relevance of the page to a search query. Google favours sites that demonstrate Expertise, Authority & Trust (E.A.T.). This makes establishing topic clusters using pillar page best practices ideal for driving more traffic.
A topic cluster consists of pillared content (central keyword theme) and clustered content (articles with a narrow focus).
The pillar pages are typically long-form and cover a broad keyword topic. Pillar pages link to clustered content to go deeper into detail about more specific topics that share the central keyword theme.
The clustered content links back to the pillar page, lifting the authority of the pillar page which highlights its importance. Clustered content will also link to other clustered content on relevant topics.
This internal linking strategy strengthens the topical relevance of your pages and contributes to improved ranking, increased traffic and higher click-through rates.
Tips for creating effective topic clusters
- Select well-researched keywords to create the most effective topic clusters. Target long-tail keywords in your clustered content to lower competition and drive traffic that is a better match to your website.
- Publish 10X content that solves a specific problem to rank highly and be the best solution in a search result.
- Perform a content audit to make sure you use existing content to target keywords in your cluster and avoid keyword cannibalization.
3. Optimize for featured snippets
Featured snippets appear for just about every question that is searched on Google. Drive more traffic using pages on your site that already rank on the first page of Google.
According to a study by Ahrefs, if your site is featured in the snippet (also referred to as position zero) it adds an additional 8.6% of the available traffic to your site.
Identify every keyword that your site ranks for on the first page. You can use Moz, SEMRush, or Ahrefs or any keyword-tracking tool to get a list of your first page appearances.
Keep in mind that with the new format, if your site is in the number one position, there is some debate on which position is more valuable in terms of traffic.
Tips to win position zero
- Duplicate the current snippet’s optimization.
- If there’s a paragraph answer, provide a paragraph answer immediately after your featured snippet heading. The sweet spot is between 40-60 words.
- If there’s a list featured, use the HTML for an ordered list
- Use title tags for the question or title that represents the snippet.
- Use title tags for subtitle headings that Google could possibly use as a list.
4. Add FAQ structured data markup to performing pages
Google introduced FAQ structured data markup that shows up as a rich result. You can use FAQ schema to increase the click-through rate that your page receives. The rich result displays each of the questions you have listed in an interactive drop-down styled format.
This can be useful to sites for increasing the click-through rate because of the extra space that is being taken up by the SERP result.
You can use the following markup found on Google’s developer reference page to make your FAQs eligible to show up as a rich result.
You can also test the markup to make sure it works:
Tip for adding FAQ schema
If you’re using Yoast, it has a feature specifically for adding these to your content. It can save you the time of cutting and pasting code to your content.
- Target the PAA box by publishing a FAQ page: The PAA box (People Also Ask) requires similar optimization to the featured snippet. The PAA box can drive additional traffic when users click through to your site. Increase the likelihood of being featured by publishing a Frequently Asked Questions page.
- Research commonly asked questions: Research the questions that are appearing in the top 3 or 4 spots in the PAA box. Click on any relevant questions that you will use on your FAQ page. Every time you click a question you should get another three or four questions that are added to the bottom of the box.
- Optimize your answers: The first paragraph answer you provide should be roughly 50 words in length. Use the Inverted Pyramid style of writing to improve the likelihood of your answer being selected. Give people what they need to know in the first paragraph and what is nice to know afterwards
Tips for driving more traffic from the PAA box
- Never use one-sentence answers as responses. Make each response to a question detailed enough to be a complete answer.
- Provide links to relevant content within your site to promote a higher CTR.
- Enhance optimization with jump links at the top of the page. Not only does this improve the UX (user experience) but it also helps search engines locate specific content on your page.
How to create a jump link
The HTML of a jump link can be implemented using the following code:
Choose a name to use as the link ID. In this example, the link ID is “jump”. Use the following HTML code to add the link to your questions at the top of your page:
<a id=”jump”>Question and answer you want to jump to</a>
Next, you will need to place the code for the linked target before the beginning of your answer in order to take users directly to that spot on your page:
The HTML code for the linked target is: <a id=”jump”></a>
Alternatively, you can insert the answer within the code as the linked target:
5. Repurpose top-performing content
Use the top-performing pages on your site to create new variations of the same content. By creating a new version of popular content you’re guaranteed to spark interest and encourage more traffic.
Identify the pages that receive the most traffic on your site. You can do this by checking Google Analytics. On the left navigation panel, click on the following: Behaviour > Site Content > Pages.
The report will give you a break down of the volume of page views and the time spent on the most popular pages.
Select the period of time you want to compare pages (six months to a year).
Make your decision based on the pages that attracted the most clicks and that people spent the most time on.
You can take any blog article and create an infographic, video or slide presentation in order to mix things up.
Use your new multimedia such as a video or slide presentation to post to external sites and social media to generate new streams of traffic.
6. Guest post on healthy relevant websites
Backlinks fuel the ranking ability of your content. Good content attracts backlinks, however, if you don’t want to wait around for links to appear, you need to take action.
Use guest posting as a strategy to build links to internal pages on your site to create more entry points for visitors to find your content (referral traffic).
Building links from high traffic websites earn streams of targeted traffic as well as a boost in authority and credibility by linking to your content.
The links you receive from guest posting are contextual, which is considered the best type of link. Include links to relevant content on your site within the article to provide your reader with a reference that enhances their experience.
Tips for guest posting
- The most ideal sites to guest post on are healthy, authoritative and have high subscribership for referral traffic.
- Topical relevance is key in providing the most impact on links you point to your site. Link to content that enhances the user experience.
- Create alliances with authors or websites to scale up your efforts. If you include a link in your content to a partner’s site, and they do the same for you-your efforts are doubled with every article you publish.
7. Build your local presence
Drive more local traffic by brushing up on the essentials of local SEO. Ask clients for reviews, keep your NAP details consistent and your GMB profile updated and accurate. One of the most powerful tactics that will help surface your website in localized searches is acquiring local backlinks.
Apart from the common places to link from, such as structured citations (directories, review sites, profile links, etc.) aim for unstructured citations on local business blogs.
12 Web Design Trends by Toronto Experts is an example of an infographic that was used in a local outreach campaign. This local SEO strategy combined an expert round-up with an infographic to result in a 63.64% increase in traffic to local landing pages.
Add the fact that infographics generate 172% more backlinks than your typical blog post, and there’s a pretty convincing argument to incorporate them into your local link building strategy.
8. Become an expert on Quora
Quora is a site that gets over 300 million unique visitors every single month. There are loads of questions that are asked on a daily basis that fall into your area of expertise. If you consistently answer a few questions a day, you can build a reputation that ultimately leads to referral traffic.
All links on Quora are no-followed but you can still leverage the opportunity to send people to your site with high quality, in-depth answers. The idea is to go above and beyond the quality of a standard response to get your answer upvoted.
The answer with the most upvotes will float to the top of the answers. This means when other people search the question, your answer will be the first one they see.
If it’s really good, it should also be the last one they see.
9. Use the Barnacle SEO method
Where you can take your traffic generation to another level is to combine Quora’s traffic with the traffic from Google search. There are literally hundreds of thousands of questions that Quora ranks for on the first page of Google.
Not only can your answer receive thousands of views from Quora, but you’ll also get users to find your answer on Google as well.
You can use tools like SEMRush to get a list of the keywords Quora ranks for and filter the results to search for your keywords in the top ten organic results.
Tips for getting more referral traffic from Quora
- When choosing questions to answer, look for the ones that already have a high number of followers. The number of followers on each question will mean they will be notified every time the question receives a new response. Choose questions with a minimum of 15 followers to guarantee a decent-sized audience as a long-term strategy.
- Optimize your profile by including a detailed bio with a link to your website. When users read the answers you’ve provided, they will want to know more about you. Don’t disappoint them by leaving a blank bio with no way of getting to your site.
- Too many self-promotional calls to action may put your account at risk. Users get suspended and even banned from Quora for leaving affiliate links or too many links that lead people off-site.
10. Invite guest authors
Inviting authors to write an article on your site is a great way to spice up your content with a fresh perspective. Publishing articles from guest authors contribute to increased content production, attract a new audience and backlinks.
Increased focus on topic coverage
Your content production increases with submissions from guest authors. This can allow you to focus more on the topics your blog is covering and the keywords you’re targeting. The added depth to your content production will contribute to an increase in traffic.
Attract a new audience
Authors who are publishing regularly share their content with their network. This brings a whole new audience to your site.
Most authors share their published work with their social network or even on their own website. This can be worth a nice addition of new visitors if you have a contributing author with a large network.
Acquire more backlinks
It’s common practice for a regular blogger to reference a previously published article with a link. If your contributors are publishing regularly on other sites you should inevitably acquire a few links you wouldn’t have received otherwise.
Create a “write for us” page
Create a page on your site that invites authors to contribute. Use “write for us” in the URL and title. Guest bloggers use that phrase to find sites to contribute articles.
Define your requirements for posting on your blog to give contributors an idea of what is expected to get an article approved.
Recruit your writers
Reach out to writers that are regularly publishing content in your niche. Whenever you read a good article on a topic that’s relevant to your site, make the connection and invite them to write for you. Most authors leave a link to their site or social media or website so it isn’t too difficult to make contact.
Explore, experiment and do what works for you
There are so many ways to drive traffic to a site that it’s worth exploring new options and experimenting with new tactics to see what works for you.
Whichever advanced SEO strategy you use, make sure you give it a fair shot by seeing the process the whole way through.
Thre’s a learning curve to every new tactic but you’ll learn the most through personal, hands-on experience. Whenever something works, stick with it and scale-up. You now possess the knowledge of using 10 different strategies to drive more traffic to your website.
Choose wisely and drive safely.
Christian Carere is an SEO consultant and the founder of Digital Ducats Inc. He can be found on Twitter @DigitalDucats.
The post 10 Advanced SEO tactics to drive more traffic to your website appeared first on Search Engine Watch.
- With Google frequently changing its search engine algorithm in recent times in a bid to reduce the organic reach of most businesses so they can invest more in Ads, what are the options left for your small business in this period?
- According to GoGulf, 46% of all Google searches are of people searching for local information, and 86% of people look up the location of a business on Google Maps.
- If Local SEO is that effective, what is it, and why should your business rely on it?
- In this article, I will examine basic things that still work like adding your business to online directories, building backlinks, developing local content targeted at your local audience, incorporating titles and meta description tags, and the use of targeted keywords.
SEO changes all the time. That’s why you need to update your SEO strategies regularly to remain visible.
According to this article, 72% of consumers visit a store within 5 miles after doing a local search. This shows how powerful local SEO can be. If you can make your business visible such that your business appears in the search results when a potential customer searches for a product and service, there is a 72% chance they’ll drop by your business.
But what is local SEO? Local SEO involves the optimization of your online presence in order to improve your chances of being discovered by people who make local searches. Think of it as your traditional SEO, but with the inclusion of geography in it. In other words, it’s you trying to attract more business from local searches.
In this article, you’ll learn five local SEO tactics that will help you skyrocket your visibility without breaking the bank.
1. Be strategic about your title and meta description tags
When you search for something on Google’s search engine, you’ll see millions of results competing for your attention. The only way you can tell if the search result has what you’re looking for is the title and the description you see immediately after the title.
Many business owners take the title of their blog posts and meta descriptions for granted. You need to start seeing the title and the description as a way you can “sell” your page to a potential visitor of your page.
A useful tool that will help you optimize your title and description is Yoast SEO. It’ll be able to test how good your title and description are.
Deliberately include the location of your business in your blog post titles. For example, let’s assume you sell wine and your potential client is looking for the best New York wine, you’d be doing yourself a great service by including the words “New York” in the title and the description.
Source: Google Search
2. Optimize your Google My Business account
You know how you’ll search for a pizza place on your phone and Google will show you a list of pizza places near you? That’s made possible by using Google My Business. Google My Business (GMB) is a tool used to manage your online presence across Google, including Google Search and Google Maps.
You’ll find it shocking that 56% of local businesses haven’t claimed their Google My Business listings. So don’t sleep on this tip.
If you haven’t claimed your GMB listing then make sure you do so. But don’t just claim your GMB listing and forget all about it. Optimize your GMB by filling in your Google My Business Profile, choosing the relevant category, and including images. This will not only help your potential customer find you, but it will also give them some information about your business and thus influence their decision to stop by your business.
3. Create local content
According to GoGulf, 46% of all Google searches are of people searching for local information. So how do you harness that attention so as to get your target audience to know about your business?
Creating local content that will be of interest to your target audience makes you the local authority for your industry. By local content, I mean the creation of content that is targeted to your local audience. This will require you to be strategic with keywords.
So as a florist, instead of creating content on the best flowers to give your wife, think of the best flowers your customer can give their wife in Florida. That way you’re specifically addressing those in Florida and those who come across your article see you as the go-to florist in Florida.
4. Get inbound links to raise the domain authority
As beneficial as it is to create local content for your own website, Moz revealed that link signals are an important local search ranking factor that will help enhance your visibility as shown in the diagram below.
Link signals include inbound anchor text, linking domain authority, and linking domain quantity. All this helps to raise the domain authority as this helps increase your local search rankings.
To improve your link signals you should also guest post local content on other websites as well. Create valuable local resources that your target audience will love.
As you guest post and refer people to the blog on your business website, you’re acquiring inbound links to raise your domain authority. Those will help you with your SEO and increase your chances of being visible on Google when the people within your geographical location search for things related to your business.
5. Add your business to online directories
Why stop at just adding your business on only one directory when there are so many directories out there. Adding your business to as many online directories (especially local ones) as you can possibly find will increase your chances of being found online. It will be time-consuming but it’s worth it.
Online business directories like Binge Places for Business, Yelp, Yellow Pages, Angie’s List, and Trip Advisor will make you more visible to those who need your services locally. And to add to that, getting listed on these sites will make you earn backlinks from them which will help build your domain authority and increase your ranking on Google’s Search Engine Result Pages (SERP), therefore increasing your organic reach.
What you need to take note of is that the information on your business on other directories is the same as that on your GMB. This consistency will help with your rankings.
Ready to maximize local SEO?
Over time Google has tweaked its search engine algorithm to reduce the organic reach of businesses so as to direct their attention to investing in ads. As a small business that has limited resources, investing in ads may seem like a long shot.
If Google’s reducing your ability to organically reach your target audience, then what’s the next available option for you? Local SEO can give you the needed exposure to your target audience organically and at little or no cost.
The good news is that applying the steps above will put you ahead of other local businesses scrambling for their customers’ attention on the most coveted first page of Google search.
Now that you’ve got the tips how did you would you say you’ve fared with your local SEO?
The post Maximizing local SEO: Five tactics to enhance visibility without breaking the bank appeared first on Search Engine Watch.
- In June 2019, 50% of Google searches resulted in no clicks according to Rand Fishkin from Sparktoro statistics.
- Besides the best practices, experimenting to find new aspects holds potential in generating higher revenues.
- Doing things differently in online business means two things ongoing experimentation and implementation of underrated SEO tactics.
- Recently, Russ Jones, ex-principal search scientist at Moz, asked on Twitter: “What do you think is the most underrated SEO tactic?” And the answers are ones you can’t afford to miss.
Most companies understand the value of organic search and while some rely solely on popular “best practices”, others spend a lot of time experimenting to find out uncommon actions that generate higher returns for their business.
Experimentation is becoming a critical tool marketers need to use to deal with Google’s ongoing evolution and changes which impact their businesses organic visibility and acquisition efforts.
According to Rand Fishkin from Sparktoro statistics show that over 50% of Google searches result in no clicks in June 2019 and this trend has been steady growth since 2016.
Everyone knows thriving in a dynamic industry is hard, however, it is not impossible.
According to FastCompany: “Businesses need to do things differently in a way that creates a competitive advantage”.
A competitive advantage that will allow your business to provide more or better value to organic search users than any of your competitors.
Doing things differently in online business means two things ongoing experimentation and implementation of underrated SEO tactics.
This article will be covering the most underrated SEO tactics.
Recently, Russ Jones, ex-principal search scientist at Moz, asked on Twitter: “What do you think is the most underrated SEO tactic?”
And SEO experts came back to Russ’s question with the following answers:
Chart Created By Jeffrey Kranz
Let’s dig deeper into the most underrated SEO tactics you should consider to make things differently and get a better return on your organic acquisition efforts.
SEO tactics #1: Updating content
“CTRs are gone. They’re not coming back, but engagement on social is not falling off, So the shift in strategy then has to be okay, how do you drive engagement within those platforms and how do you grow an audience within those platforms and then once you have that audience, what do you actually do with it.”
— Meghan Keaney Anderson Vice President of Marketing at HubSpot
Most marketers focus their attention on creating new content, without looking into performance and user engagement over time, you must know that old content can be more valuable than new content because it gives you a better understanding on how you can improve it for your users.
It is vital to refresh your content based on user behaviour, feedback and new technologies (which is, Featured snippets), once this is done properly you can expect a boost in visibility and traffic.
Stop creating content like most people do a bunch of words targeting a topic, instead, create content that actually educates or entertain your audience.
Remember that we are not in the 90s anymore and you need to create something exceptional to be able to compete against content kings like Google or Netflix.
How to do it:
Updating content requires time and effort, but you can work efficiently by boosting the old pages that still rank well.
Content Audit (not relevant for brand new sites): You must do proper traffic analysis and find out where your traffic is coming from. You might be surprised to see that a significant amount of it comes from old pages. If this is the case, you don’t have to rewrite the entire content.
Let’s see a few tips:
- You can check it to be up-to-date and change the outdated parts
- Add a few useful information, maybe a few subheadings or other relevant keywords
- Reorganize the information to be more user-friendly
- Add multimedia
- Fix eventual spelling or grammar errors
To better understand the power of refreshing old content, here’s a short case study from animalz.co:
The updated post received 90,137 pageviews in the time given, compared to an estimate of 59,927 pageviews. This is a significant difference of 30,000 pageviews during the observation time, which shows us the potential to refresh and why you should consider it.
Updating old content can be pure gold for your SEO tactic. It is an underrated strategy, so you must benefit from this and see it as an opportunity.
SEO tactics #2: Internal linking
“Internal links aren’t just for you. They’re for your readers. So make sure that each link is helpful.”
— Jeffrey Kranz Co-founder of Overthink Group.
Internal links connect content within your site, provide support to user users and give Google an idea of the structure of your website. Based on the internal linking, Google can establish a hierarchy and provide the most link value to the essential pages.
According to Kevin Indig, the right structure depends on the type of site, business. Every website has a different kind of internal linking, and choosing the right one for your business can boost your SEO results.
Internal Link Structure Report Form Screaming Frog
How to do it:
- Define your site structure
- Crawl Your Site
- Calculate internal PR and CR
- Add backlinks to get “true PR”
- Add crawl rate form log files to understand impact of (internal + links) over time
- Sort and rank metrics
- Optimize for optimal link balance/focus
Oncrawl run an experiment that revealed the following:
- 454 positioned pages compared to 161 before linking;
- rankings for 1900 top 100 keywords compared to 454 before;
- volume research of 388.190 on keywords ranked in the top 100 compared to 103.000 before linking.
SEO tactics #3: Branding
“Branding is our only hope for conducting better SEO.”
— Brad Smith Founder at Codeless.
All marketers know how important branding is for businesses. A brand inspires trust, and this increases the SEO results because users will be more prone to click on your website if they know about your company. And this is a hint for Google algorithms that your site has high authority and rewards it with good rankings.
Google prioritizes the search results mainly taking into consideration the user; the search engine does not recognize brands per se.
If a user clicks on your website links, it shows the search engine that trusts your brand. It’s a win-win situation and you should take advantage of this opportunity, investing in branding.
How to do it:
- Invest on Discovery Channels
- Encourage Branded Search
- Create something special
We can take a practical example. You sure are familiar with Uber, the ridesharing company.
This company had the highest brand awareness compared with its competitors, and the statistics show us that they have high revenues online and, of course, many customers.
Search Demand for “Uber”
Even though the company struggles with some legal issues with drivers who allegedly committed serious violent crimes against customers, and those concerning news are shown in snippets, Uber still gets a lot of clicks.
This is possible due to good branding. Customers know this company, and even if they see the negative news, their trust remains. Is it true though that Uber could do a better job at SEO, still has impressive results and can be aiming for more.
SEO tactics #4: CTR optimization
“Look at a SERP that you want to dominate. It’s going to look pretty similar (even boring), so do something to surprise the user. Make your offer sound exciting and better than the rest.”
— Kirsty Finlayson Content Strategist at Holded
CTR stands for click-through-rate and is a calculated metric that shows you how many users clicked on your website link out of the total number of people who saw it. CTR is an essential part of SEO strategies.
If your site is ranked well, let’s say that it is shown on the three positions in the search engine page, but only a few users click on it, this is a sign that you need CTR optimization.
Organic CTR Distribution – Source: Backlinko
Click-through rates will help you to obtain a better ranking. If your website has a high CTR, it’s a sign for Google that you provide relevant content for the users or that aligns with the query.
How to do it:
You can optimize the CTR through many methods, such as optimizing titles, meta descriptions, URLs.
- Keyword Intent Matching
- Optimize your messaging
- Enhance your SERP
Let’s see an example for better understanding. An experiment was conducted on Pinterest. The conductors of the test noticed that Pinterest is full of pins that lack descriptions.
They picked specific pins and improved descriptions for them, showing them in addition to the existing description. The experiment’s results were unexpected: the traffic increased by approx 30%.
This is an example of what a good optimization CTR campaign can do for your business.
Technology is constantly changing, search engines are not the exception, and it can be challenging to run a successful marketing campaign with these uncertain conditions.
Always look at these underrated tactics as opportunities, give them adequate attention and experiment with them until you find the most suitable option for your business.
Now I’d like to turn it over to you: What was your favourite tactic or case study from this article? Or maybe you have an excellent piece of content that you think I should add.
Either way, let me know by leaving a comment below.
Many marketers who are seeing flagging returns from their search marketing campaigns might wonder what they’re doing wrong – especially if they’ve already got best practices like accurate site descriptions and keyword optimization covered.
But a new study commissioned by Microsoft’s Bing and search agency Catalyst, and carried out by Forrester Consulting, may have some light to shed onto why marketers aren’t realizing the full potential of search.
The study, whose findings are written up in a whitepaper, ‘Prioritize Search to Maximize ROI of Marketing‘, found that more advanced search marketing tactics like local inventory ads, voice search optimization, sitelinks and schema markup have low adoption by marketers, who may not even know about them.
In addition, marketers struggle to properly integrate search with other channels in order to take advantage of the demand which they themselves have created.
“We too often see advertisers spending significant dollars in, let’s say, TV, and then failing to fully fund their search campaigns,” says Rob Wilk, Vice President of North America Search Sales at Microsoft.
“So if a consumer hears a message somewhere and then decides to search on Bing to get more information, many times the advertiser isn’t present, and that consumer ends up taking a different path than what the advertiser would have desired.
“In a worst case scenario, consumers come to search and end up clicking on a competitor ad. Think about that for a moment – clients are spending their dollars to line the pockets of competitors.”
So what do Bing and Catalyst think is keeping search marketers from tapping into the full potential of their campaigns, and how can they go about addressing the problem?
Challenges in allocation and attribution
The study’s findings drew on online surveys of 300 US-based marketing agencies and B2C advertisers, together with Forrester’s Consumer Technographics data.
Wilk explained that Bing and Catalyst commissioned the study to “better inform the market about the importance of looking at search not just as an individual, effective marketing channel, but to clearly articulate the benefits of closely aligning all media spend in concert with search advertising investments.”
Overall, respondents to the survey gave a high rating to the ROI they receive from search marketing, with 74% of respondents who were investing in search giving its ROI a rating of “excellent” or “good”.
However, 53% of marketers cited cross-media attribution as one of their top three challenges in budget allocation, with another 53% citing a lack of data to inform strategy; 44% also cited measurement as one of their top challenges.
“Competing business demands force marketers to rely on hard attribution data to develop and support their cross-channel investment strategies,” notes the study.
“Unfortunately, their attribution models today do not necessarily paint an accurate reflection of the consumer engagement with cross-channel touchpoints, which inhibits them from moving budget fluidly from channel to channel.”
Kerry Curran, Senior Partner and Managing Director of Marketing Integration at Catalyst, adds:
“The majority of the data supports that consumers consistently use and value paid search, and marketers find it to be a strong ROI driver; however, adequate budget allocation is still a challenge.
“With competing business demands and attribution data that does not measure cross-channel impact, paid search marketers are struggling to fully invest in their programs.”
Search marketers still aren’t being innovative enough
Those of us who keep close tabs on search innovation and strategy – or comment on it – are fairly familiar with concepts like retargeting lists for search ads (RLSA), voice search optimization, ad extensions in paid search listings, schema markup, and so on.
But for the majority of marketers, advanced tactics like these go far beyond what they would use for their campaigns. When asked which of a range of tactics their company used or was planning to use in 2016, only 34% of marketers reported using ad extensions; 30% used Product Listing Ads (PLAs); and 28% used retargeting lists for search ads (RLSA).
Just 28% of respondents reported using voice search optimization in their campaigns, 27% said they used sitelinks, and a dismal 17% reported using schema markup. (Findings like this shed light on why, even now, less than 1% of websites are using schema.org vocabulary to mark up their webpages).
I asked Wilk and Curran why they thought that marketers weren’t going the extra mile with their search marketing tactics. Was it due to a lack of expertise, or perhaps just budget and time?
“It’s all of those reasons,” replies Wilk. “Doing all of the tactics well in search requires constant learning, constant testing and of course constant optimization.
“These days, all marketers are being asked to do more with less, and we don’t see that changing anytime soon. So in a world of squeezed time and resources, clients and agencies are forced to make trade-offs, and often the tactics mentioned tend to get a lower priority.
“Eventually clients do get to these things but every query we see, whether it’s voice, on desktop or mobile is a perishable good. That “magical” moment of someone expressing clear intent comes and goes in an instant. Getting ahead of these trends, and sticking to them, is where the return on investment lives.”
Curran adds: “There are so many advanced search tactics already available, and as search engines continue to innovate, they continue to release new options and update existing features.
“While the advanced tactics can drive campaign improvements, alignment between the search engines, paid search teams, and brand is required to roll out and test new tactics.
“In addition to the intricacies of day-to-day management, search marketers need to prioritize the opportunities, budgets, and resources to allow for testing in a manner that provides statistical significance.”
What can marketers do to improve their search campaigns?
It’s one thing to pinpoint where the problems might be, but if marketers want to take concrete steps to improve their search marketing, where should they begin?
“One – prioritize their search budget,” says Rob Wilk.
“Two, when running media campaigns – especially expensive TV commercials – marketers need to make sure they have strong search campaigns so that consumers can easily engage with the brand and find what they are looking for via search engines.”
“Three, make sure they have full alignment across all channels. Marketers must keep their ear to the ground when it comes to search.
“We have billions of moments every month where consumers express their desires, and marketers must tap into this wealth of data to inform marketing decisions in terms of what message to deliver, to whom and in what way.”
The search industry is constantly innovating, and it might seem overwhelming for marketers with limited time and resources to try and keep on top of developments. However, as we’ve seen, there is a large number of advanced search tactics available that most marketers aren’t taking advantage of.
Investing in even one of these tactics could prove to have significant benefits for search marketing ROI, which would pay dividends in the long run.
The first half of Thursday’s Senate Select Intelligence Committee’s hearing on Russian disinformation campaigns wasn’t quite as fun as watching James Comey squirm his way around classified intel in the House, but it did provide some valuable context on Russian cyber methods and social media campaigns. Read More
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