Category: Digital Marketing

Meta Description: How To Create A Great One

Here are some guidelines for writing and optimizing meta descriptions in accordance with Google’s best practices and recognized HTML standards. For search engine optimization, descriptions are critical. They’ll encourage users to click through from search results pages if done properly. The objective is to give a brief synopsis of the website.

According to Google’s guidelines

A page’s meta description tag provides a summary of its content to Google and other search engines.

Meta descriptions have a little real effect on search engine results. However, they contribute to the understanding of a page’s content by potential site visitors, which may have a favorable effect on search referrals.

Meta Description

The meta description is an HTML tag that gives search engines and users a summary of what a webpage is about (technically, it’s called an HTML element). It appears below the page title on search engine results pages (SERPs). It is referred to as a search snippet when the URL, title, and meta description are combined.

Three characteristics make a meta description legitimate:

  1. Users are completely free to type whatever they wish, as long as it accurately describes the webpage.
  2. A search engine must be able to use the summary.
  3. Each webpage can only have one description.

Google modifies meta tags

The meta description from a webpage may be included in the search snippet, or Google may choose some text from the viewable portion of the webpage itself.

According to Google’s policies, they will only utilize the meta description if it is truthful.

If Google believes it provides consumers with a more accurate explanation than would be possible only from the on-page content, it may occasionally use the meta name=”description” element from a page to construct a snippet in search results.

Google may rewrite a meta description for your webpage that is completely different from the description on the webpage, depending on how accurate the page description is. Unquestionably, it is critical to comprehend the proper format for writing a description.

SERP Snippets vs. Meta Descriptions

Occasionally, the terms “search snippet” and “meta description” are used interchangeably. However, search snippets and meta descriptions are two separate things. You have control over the HTML element used for the meta description. Your own meta descriptions can be written and optimized. The summaries that Google provides for your websites are known as search snippets.

The importance of meta descriptions for SEO

No ranking variables are used for page descriptions. What should their current application be, and why are they crucial? By persuading users that the webpage contains the information they are looking for, meta descriptions can encourage clicks, traffic, potential conversions, and revenue.

Using the meta description tag to summarize the content of the webpage is recommended by Google as one of the best practices for descriptions. However, it also recommends using it to convince visitors that the content is what they are looking for.

They act as a sales pitch, persuading the user that the page contains all the information they need. Ranking the website at the top of the search results is the aim of SEO. By convincing the user to click on the homepage, the meta description converts that high ranking into a success for SEO.

What is the suggested or ideal length for a meta description?

Keeping meta descriptions to a maximum of 160–165 characters has long been regarded as a conventional SEO recommended practice (or 156-160 characters, depending on who you talk to).

The justification for this is that this optimization prevents the description from being cut off in the search results. However, Google uses the meta description to better comprehend the webpage, and although Google advises no longer than a brief paragraph, there is no maximum length for the page description.

Google recommends:

“A page’s meta description tag provides a summary of the content on the page to Google and other search engines. The meta description tag for a page could contain one or two sentences or even a brief essay.

Based on how much of the meta description Google may display on a search results page, SEOs advise keeping the description within a predetermined range.

Best Practices For Meta Description Writing:

1. Analyze Your Opponents

Whatever your sector, SERP research will enable you to understand what works for your rivals without having to rewrite their content, which may serve as an inspiration for you to produce more effective meta descriptions.

You might gain a better understanding of how to do it by looking into which page descriptions are effectively displayed in search results and which ones Google rewrites.

2. Map the Customer’s Journey

Determine the ideal buying process for your target audience and what occurs at each marketing funnel level. The marketing funnel might differ significantly based on your target market, thus providing a detailed example of one would be useless.

Your meta descriptions should be targeted and customized in accordance with your research, but the ultimate objective should always be to accurately summarize the webpage’s subject.

3. Use the distinct tone and style of your brand.

Every brand should have a distinct voice that is consistent with its brand identity since this is how the brand is perceived by users while they are using it online.

Each meta description needs to be distinctively written and customized to the way the brand’s environment amplifies its tone of voice.

4. Include Keywords used by your target audience

According to Google, the meta description does not contain keywords that are used for ranking. Key phrases are highlighted in the description.

This can lead your reader to the most pertinent outcome that will meet their search criteria. You’ll get the click if your page description meets their needs more effectively than any other result that comes up.

5. Make Use Of Trending Social Headlines

When it comes to knowing exactly what’s popular and what isn’t appealing to your audience, you’re probably on the ball in your sector as a social media aficionado. Your plan should already include the following influencer accounts and business accounts in your field.

Taking it a step further, determine what subjects are popular right now in your industry and look at the meta descriptions for the top-ranking results. It’s a good idea to check Twitter Popular Topics, BuzzSumo, and Google Trends to discover what might be trending in your business.

6. Focus On A Particular Search Intention

Prospective buyers may be turned off by generic meta descriptions, It’s crucial to provide users reason to believe that your solution will fulfill their search query’s purpose.

Instead of attempting to influence your readers into your own sales funnel, you should talk about what they are truly interested in.

7. Your meta descriptions for older content should be updated

A website can benefit from updating stale material, and it’s a terrific approach to gain new traffic for older pages. Additionally, by updating your meta descriptions, you may gain greater traction from social media.

Meta description optimization

The foundations of a meta description, according to Google, are, to sum up, the content, be succinct yet use as much language as is necessary, and avoid using it only for keywords (keyword stuffing). Additionally, it is advised that the description appeals to potential site visitors.

The best method for meta descriptions is to condense the webpage’s subject so that potential site visitors feel confident that their questions can be answered with a single click.

Differentiation, Definition And Function Of SEO and SEM

These two concepts are among the most significant in the digital sphere, but what distinguishes them from one another? As you might have guessed, SEO and SEM have the same “SE” part. This SE category encompasses everything that has to do with search engines (SE), including traffic quality and quantity of the 3.5 billion searches conducted on Google every day.

Both sponsored and organic search results are included in Google search results. While Search Engine Marketing (SEM) uses various paid search ads to draw visitors, Search Engine Optimization (SEO) draws traffic naturally. Although the debate between SEO and SEM in the field of digital marketing can be perplexing.

What Exactly Is SEO?

The O stands for optimization in SEO. The practice of improving a website’s or other online content’s ranking for prominent search results on Google is known as SEO, or search engine optimization.

The main distinction between SEO and SEM is that online content needs to be optimized in order to rank higher on Google naturally. Consider it this way: if someone searched for “glazed donuts,” they were probably looking for a bakery, ingredients, or a recipe.

By using such a strategy, you can outrank other websites without having to buy advertising.

Additionally, there are 3 techniques to split down SEO to increase traffic:

  • On-page
  • Off-page
  • Technical

Before you can begin to get your content to rank higher, it is imperative that you have a thorough understanding of how search engines work. This is how you create the framework for an effective long-term SEO plan.

Our main objective is to teach you how to improve your content so that it ranks higher on Google and draws more visitors to your blogs and web sites.

Technical SEO, On-Page SEO, and Off-Page SEO

These three major routes make up the fundamental components of SEO:

In simple words, creating on-page content to improve your ranking is on-page SEO. It all boils down to writing high-quality material frequently, incorporating keywords into your on-page content, and ensuring that your metadata is written efficiently.

Off-page SEO improves areas of your website such as constructing backlinks. This component of the SEO formula is necessary for developing connections and creating content that people want to share. Although it takes a lot of work, it is essential to your SEO performance.

Technical SEO, as the name implies, focuses on optimizing non-content-related elements of a website. This would include your site’s structured data, crawlability, speed, and mobile friendliness, to mention a few examples.

After addressing the question “What is SEO?,” let’s examine the definition of SEM.

What does SEM mean?

SEM has the M in marketing. SEM, to put it simply, is SEO that costs money. SEM encompasses a variety of paid search advertising models. The budget that pays for the ad must be related to a user’s search query when using sponsored search tactics like pay-per-click (PPC) to boost visibility in the SERPs.

What is PPC, then? You, the advertiser, get charged a fee each time someone clicks on your advertisement. In essence, your goal is to draw customers who are looking for your brand’s products, services, or information as a solution. You’ll create leads, boost sales, and raise brand exposure using the PPC sponsored search strategy.

This is the sort of stuff that typically sits at the top of a list of pages and appears as a Google advertisement. It usually has to do with where and how you employ your keywords, which emphasizes the significance of having a clear plan and strategy in place. SEM is efficient regardless of the budget size. These keywords are then shown next to the searcher’s results as an advertisement.

There are several formats for these advertisements, including:

  • Ads in text
  • Visual advertisements, such as product listing or shopping ads (PDLs)

The main advantage of SEM is that it enables you to market your products to potential clients who are looking to you to meet their demands.

SEM vs SEO

Let’s keep it simple: SEM links to sponsored search, whereas SEO links to organic search. Your website’s or pages’ SEO optimization informs Google that your content is the optimal place for a user’s search. You have a better chance of obtaining high-quality traffic and increased conversions once your site is SEO-friendly.

A paid technique to achieve this presence on search engines is SEM vs. SEO. PPC advertisements assist in reaching your target market and boosting conversions and return visitors. SEM is the best option if you want to start generating clicks and conversions right away. After testing your paid advertisement, you can make changes and confirm that the traffic flow you want is occurring. They cannot be used interchangeably. They can cooperate to target audiences through search engines like Bing or Google, though.

How Do SEO and SEM Work Together?

Although they may sound like they do the same thing, the two are essentially different strategies for appearing higher on the SERPs. The purpose of both SEO and SEM when discussing how they work in conjunction with one another is to make content more visible. By optimizing for keywords that target your audience and niche, you may increase and improve the visibility of your website and appear higher in the SERPs. To determine which approach to employ when speaking to your target audience, test both terms.

Driving relevant traffic to your website is the main goal of both SEO and SEM. Both organic and sponsored approaches can be used to create the flow that results from both strategies. With the help of the data feedback from these techniques, you’ll learn more about your audience. You must have a thorough understanding of your target audience in order to develop an efficient plan for SEM or SEO.

Conduct keyword research to discover and target keywords for SEO and SEM. You can stay up with the competition more easily if you are aware of their tactics in addition to your audience’s. You can dominate the SERPs and ensure that you are seen in both paid advertisements and organic ranks by combining the forces of SEO and SEM.

When is it better to use SEO than SEM?

Knowing what’s best for your search marketing strategy will help you decide when to prioritize SEO vs. SEM in your digital marketing initiatives. SEO will be more sensible if you have a tight budget. If you can only keep your ad up for a week, you won’t get the SEM results you want. In actuality, you’ll be wasting your money instead of developing a long-term strategy.

SEO will start working if you can wait. Your keywords must be on par with your high-quality content if you’re publishing it. This is important for Google ranking. If you take ranking seriously, you can explore link-building tactics. By doing this, you may make SEO work in your favor and build up your page authority.

When is SEM better than SEO to use?

If you look closely into SEM, you’ll see that testing and launching pages will show you which method works the best. Once you get going, you’ll understand why practice and testing are necessary. Maintaining organization with a monthly budget will help you identify what works and what doesn’t.

Your results will vary depending on factors like ad wording, keyword combinations, and landing pages. To maximize the return on your advertising spending, process all the data. If you have these things in order, SEM can actually be beneficial because it functions faster than SEO. In this manner, you may use the paid SEM benefits to outperform or outbid competitors for advertising that would attract potential consumers.

In either case, a set-it-and-forget-it approach will not work for SEO and SEM. Each strategy needs to be continually reviewed, evaluated, and modified if it is to be effective.

Conclusion

Which one will you select to grow after learning the distinctions between SEO and SEM? The value of your website will unquestionably increase with time. SEM is the preferable option, though, if you want to enhance your traffic quickly and go up the SERPs.

But keep in mind that you can benefit from both. Within your search marketing plan, SEO will be one of your non-paid techniques, and SEM, including PPC, will be your paid tactics. Avoid missing out on the advantages of employing both by avoiding the SEO vs. SEM debate. While each of these has benefits and drawbacks on its own, when combined, they can provide you a significant competitive advantage.

What Exactly Is Programmatic Marketing? How Does It work?

To create ads that are specifically targeted to your audience, it is essential to understanding how programmatic advertising differs from conventional media buying strategies.

The term “programmatic advertising” has been popular in the marketing sector for a while. But what exactly does programmatic do? What distinguishes it from conventional display marketing, and how? Learn everything you need to know about programmatic advertising in the next few paragraphs.

Programmatic Advertising: What Is It?

Programmatic advertising uses automated technologies and algorithmic methodologies for media buying. Programmatic refers to the procedure for purchasing and selling advertisements in the advertising space.

The use of automation in programmatic advertising sets it apart from more conventional media buying strategies. To make sure that ads are served to the appropriate audience at the appropriate time and location, it examines a variety of user signals. Consider programmatic as the category’s umbrella, with many sorts of programmatic purchase falling under it.

What Sets Programmatic Ads Apart From Display Ads?

With Google’s advancements in automated and real-time bidding, it’s simple to mix up display and programmatic advertising.

The following is where programmatic and display differ most:

  • Programmatic refers to the buying of advertisements.
  • Ads’ presentation style is referred to as their display.

The capability to purchase advertisements across platforms is the second significant distinction between display and programmatic. When displaying advertisements within a single ad network, such as the Google Display Network, display advertising are more frequently used as a term.

On the other hand, programmatic advertising advances the use of display media. Programmatic uses a variety of platforms, including demand-side platforms (DSPs) and sell-side platforms (SSPs), which enable advertisers to purchase ad inventory over an open network of platforms.

Advertisers often have control over the following with programmatic and display:

  • Audience.
  • Bidding tactics.
  • Budget.
  • Assets and creativity.
  • Placements.

Platforms for programmatic advertising

Over the years, automated technology has advanced significantly. Programmatic platforms come in a wide variety of formats.

There are three primary categories of platforms:

  • Platform for selling. This platform, also referred to as a “supply-side platform,” enables publishers to instantly sell their ad impressions to advertisers. DSPs and ad exchanges are both included in this platform.
  • Platform for demand. Through this platform, advertisers can buy ad space from several platforms at once.
  • Ad exchangers. SSPs flow their ad inventory to DSPs in this manner. Ad prices fluctuate on an ad exchanger where DSPs are connected, depending on how competitive the inventory is.

Let’s look at some of the key participants in each area so you are familiar with the various platform kinds.

Sell-Side Marketplaces

The following is a complete list of SSPs for publishers:

  • Ad Manager for Google.
  • Publisher Services by Amazon.
  • OpenX.
  • AdMob by Google.
  • Google Ad Tech.
  • TripleLift.
  • PubMatic.
  • Media by Verizon.
  • Xandr
  • Index Exchange.
  • Sovrn.
  • Magnite.
  • Media.net.
  • Criteo.

Some of the top platforms to consider if you’re looking for a video SSP are:

  • SpotX.
  • Teads.
  • AdColony (now DigitalTurbine).

Even though there are many more options for publishers, these are brands you may be familiar with but may not have connected to programmatic technology.

Platforms on the demand side
These business names might be recognizable and offer DSPs, just like SSPs.

Among the best DSPs are:

  • Video & Display 360 (Google).
  • Trading Desk
  • Google DSP.
  • LiveRamp.
  • DSP for Adobe Advertising Cloud.
  • StackAdapt.
  • Amobee.
  • Google Ad Tech.
  • AdRoll.
  • Basis (formerly Centro).
  • RhythmOne.
  • Choozle.
  • BrightRoll.

The following are some of the bigger DSPs for connected TV and video:

  • OneView
  • TubeMogul (Roku)
  • MediaMath

Furthermore, advertisers have access to a large number of DSPs. It’s crucial to pick a DSP that offers the capabilities and inventory you require. Self-serve advertising is provided by some DSPs, while self-serve and full-managed services are provided by others (likely to larger advertisers or agencies).

Exchangers of ads

Publishers can use some of the most well-known ad exchanges, such as:

  • Xandr (Microsoft).
  • Media by Verizon.
  • OpenX.
  • PubMatic.
  • Search Engine Exchange.
  • Index Trading.
  • Magnite.
  • Smaato.

Ad exchanges vary widely in quality.

Publishers should carefully consider their alternatives and select platforms that support their objectives.

The price of programmatic advertising

Simply said, the cost of programmatic advertising depends on your budget. We’re trying to dispel the widespread myth that small businesses can’t profit from programmatic technologies.

Cost-per-thousand-impressions (CPM) is the common pricing model for programmatic advertising.

CPMs often fall between $0.50 and $2.00.

CPMs, however, might be considerably higher depending on things like:

  • Whichever DSP you select.
  • Your intended market.
  • This shows how fiercely competitive things are.

The more specialized your audience, the higher CPM you will pay, is a good generalization for programmatic ad costs. Therefore, whether you’re a large marketer spending millions of dollars or a tiny company just getting started, programmatic can probably fit into your advertising budget.

What Advantages Do Programmatic Ads Offer?

Including programmatic advertising in your marketing plan has several advantages.

Among the top advantages are:

  • A broad audience base.
  • Cost-effective and effective awareness.
  • Data and analysis in real-time.
  • Use of both first- and third-party data
  • Chances for cross-device promotional tactics.

Reach of a Large Audience

The capacity to expand and scale is arguably programmatic advertising’s biggest advantage. Due to the large amount of cross-platform content available, programmatic is the ideal option to purchase advertising inventory.

Effective and Economical Awareness

Related to the aforementioned advantage of increasing reach, programmatic advertising is one of the most affordable forms of advertising available right now. We previously talked about programmatic CPM averages of $0.50–$2.00. Your marketing expenditures can go a long way, even on a tight budget, to reach your target market and raise awareness of your good or service.

Analyze Data In Real Time

Advertisers benefit from seeing data very immediately because programmatic systems depend on real-time bidding. Why is this important? With real-time data, you can pivot and make decisions more quickly. Additionally, it shifts your mindset from being reactive to being proactive.

Utilizing Data from First and Third Parties

The types of data segments that are available to advertisers is another advantage of programmatic advertising. For instance, using real-time bidding signals, advertisers can safely upload owned first-party data and target those individuals.

To take it a step further, if marketers don’t have access to first-party data, DSPs have a large number of third-party segments they might choose to target. By developing audiences of their own consumers who look like them, advertisers can transform first-party data into a different type of third-party data. Finding new consumers who are comparable to your current ones is made possible by this route.

Cross-Device Marketing Plan

It’s vital to remember that programmatic advertising is frequently regarded as a method for raising awareness. As a result, businesses that only consider last-click performance frequently fail to realize the full potential of programmatic advertising. In a cross-device campaign, how does programmatic fit in?

The goal is to employ programmatic advertising to catch users’ early awareness. After their first encounter with a brand, users are likely to decide against buying a product or service. You can remarket to users on other platforms once their interest has been aroused based on how they responded to or engaged with the initial advertisement.

Determine the success of your programmatic strategy by fusing that data from the initial encounter through the final purchase.

Programmatic Advertising Types

Different kinds of programmatic advertising exist. These must not be confused with the actual programmatic platforms. It doesn’t matter what kind of programmatic advertising a marketer uses—they all involve buying ad inventory.

The four most prevalent kinds are:

  • Instantaneous bidding. All advertisers are eligible to participate in this sort of bidding, which involves real-time ad auctions.
  • A discreet market. Publishers engage in this bidding when they have contracts with a select group of advertisers. As a result of the highly sought-after ad space, these websites frequently charge exorbitant prices.
  • Favored deals. a less popular form of programmatic marketing. Before going on the open or private market, advertisers select ad spaces. Another name for this is “spot buying.”
  • Programmatically assured. A preferred deal-like arrangement without auction bidding A fixed pricing for ad inventory is agreed upon between the publisher and advertiser.

Example of Programmatic Advertising

A programmatic ad can be of any size or shape. The appeal of programmatic advertising is that you may customize the content for your chosen target market.

For instance:

Amanda Foundation

Animal hospitals and shelter rescues in the Los Angeles region are provided by The Amanda Foundation, a nonprofit organization.

It developed a programme to aid animals in need of a home at shelters in their last moments. In order to target certain animal images to its audience, it specifically used programmatic indications including geography, demographics, and browsing behaviour.

Users who expressed interest in huge dogs would receive a banner ad featuring giant canines rather than smaller pets. As you can see, messages and graphics were modified according on the user’s actions and preferences.

Wrapping Up

If you’re just getting started, develop a new plan that incorporates programmatic using the fundamentals and advantages of programmatic advertising as a guide. Your programming success will depend heavily on your ability to comprehend the features and capabilities of each platform.

Why Brand Awareness Is The Fifth SEO Foundational Element

For non-branded searches, traditional SEO tactics are beneficial, but they are ineffective for branded queries. By accepting brand awareness as the fifth SEO pillar, you can learn how to expand branded search.

A marketing strategy called search engine optimization (SEO) aims to boost a website’s natural search engine traffic. Keyword and content, technical SEO, on-site SEO, and off-site SEO are the four main approaches that make up this process.

The four pillars of SEO are generally seen as being these four areas. Together, they support a website’s search engine optimization. Even if these four pillars are vast, brand recognition is still necessary for a successful SEO strategy. This article will explain why SEO marketers should consider brand awareness as the fifth SEO pillar.

The Basic Four Elements Of SEO

Let’s study the first four SEO pillars before we examine the fifth one:

Content and Keywords

Content is the king, and the cornerstone of search are keywords. The foundation of an SEO plan is a solid piece of content that has been optimized for keywords.

SEO techniques

If the website hosting doesn’t have a solid technical foundation, even great content won’t cut it. Technical SEO addresses issues with the website’s performance and indexability. It guarantees that a website’s pages load quickly and that search engines can easily crawl the material. Additionally, Google has created a collection of measures called Core Web Vitals to gauge the technical efficiency and usability of a web page.

SEO on-site

By improving the website’s structure and its pages, this pillar aids in search engines comprehending the content of the page. The techniques used to design a website and page structure that is simple for search engine crawlers and users to grasp include site navigation hierarchy, schema markup, page names, meta descriptions, heading tags, and picture alt text. Technical SEO addresses issues with the website’s performance and indexability.

SEO off-site

The beginning goes beyond having excellent content and a fantastic website. If a website doesn’t have authority or build trust in its subject area, search engines won’t give it high rankings. The quantity and quality of backlinks are considered by Google as early indicators when determining the authority of a website. Even while these four areas seem to cover a lot of ground in developing a search-optimized website, they can only contribute to a small portion of the traffic that comes from non-branded searches.

Branded vs. Non-Branded Searches

How do non-branded searches differ from branded searches, and what are they?

In-Brand Searches

In the search keywords, they use brand names. The search term “apple” is a branded term if you’re Apple Inc. Yes, Google is aware that you are seeking for the business that Steve Jobs and Steve Wozniak started rather than a specific fruit. Additionally, the phrases “iPhone,” “iPad,” and “MacBook” are trademarked. People who are looking for information, particularly regarding your brand or products, conduct branded searches.

Non-branded Searches

Non-branded queries, on the other hand, don’t include any brand names in the search phrases. Again, “laptop,” “smartphone,” and “tablet” are unbranded names that refer to devices made by Apple Inc. Non-branded queries come from those who may not be familiar with your company or your goods but are interested in learning more about the kinds of goods or services you provide.

Given this, one could assume that for a brand as powerful as Apple, the majority of their search traffic comes from branded queries. You would be mostly accurate, too. Semrush claims that branded searches account for more than half of the search traffic to Apple’s website.

What is the significance of branded search?

In addition to reflecting the level of interest in a particular brand, branded search traffic has a higher level of commercial intent and a higher conversion rate. In general, non-branded search traffic feeds the top of the marketing funnel whereas branded search traffic feeds the bottom. For a brand to continue to operate in a healthy and expanding manner, both forms of traffic must increase.

Despite this, most companies lack Apple’s level of brand recognition. What can marketers do to increase the amount of branded search traffic going to a website?

Different Traffic Drivers For Branded And Non-Branded Searches

The formula below shows how clickthrough rate (CTR) on the search engine results page and the volume of keyword searches affect search traffic (SERP). A website with a high clickthrough rate and aggregated keyword search volume will experience high search traffic.

[Search traffic = Keyword search volume * Clickthrough rate]

Wait a second! What role does keyword ranking have in this scenario?

In actuality, a key element in determining the clickthrough rate is keyword ranking. The clickthrough rate increases as your keywords rise in the search engine results. As per Advanced Web Ranking, the CTR for the top spot on Google might be as high as 38%. After position #5, CTR is maintained at 1% or less and decreases to about 5%.

In light of this, how do the four SEO pillars affect a website’s search traffic?

In two ways, they assist a website in gaining more search traffic:

  • Increasing the aggregate keyword search volume through targeted keyword research.
  • Enhancing keyword rankings to increase SERP clickthrough rate using technical SEO, valuable content that is keyword-optimized, and on-site and off-site optimization.

However, the issue is that these SEO strategies primarily only produce results for unbranded searches. Because branded search and non-branded search have different traffic generators, their impact on branded search is limited.

Driver for Non-Branded Traffic

A website can gather an almost infinite number of keywords and total search traffic for non-branded searches. Increasing the ranking of your target keywords will enable you to increase clickthrough rates and get a larger share of non-branded search traffic.

Branded Traffic Driver

Ranking is typically not a concern for branded search, if your website is currently No. 1 for your brand name (if not, you must first address this issue). You always have an advantage on Google for your branded keywords as the brand owner.

Increasing the search volume for your branded keywords is the primary driver of branded search traffic. The first four SEO pillars, however, don’t do much to increase brand or product searches for your business. They are therefore useless for branded search.

How to Increase Brand Recognition and Branded Search

In a nutshell, brand awareness and interest lead to branded search traffic. If people were unaware of or uninterested in your brand or your goods, they wouldn’t look for it. You must make a brand more visible to potential customers, establish authority, and win people’s confidence in order to enhance brand awareness and interest.

Increased non-branded search traffic and content marketing could both contribute to greater brand awareness. However, relying simply on people visiting your website to learn about your business and offers will not get you very far. Marketers must introduce their brand to potential customers if they want to increase brand recognition on a large scale. Advertising, influencer marketing, customer marketing, and digital PR are just a few of the instruments in the arsenal of digital marketing that can help marketers increase brand awareness.

Advertising

Retargeting and brand awareness campaigns are the two categories into which AdRoll divides advertising. As the names imply, brand awareness initiatives target potential buyers who have not yet connected with you, whereas retargeting campaigns target people who have engaged with you (e.g., visited your website). Marketers have a variety of targeting options at their disposal for reaching prospective customers with your brand.

Contextual Targeting

One of the first techniques for advertisement targeting is contextual targeting. Contextual targeting doesn’t rely on identifying or behavioral information about the target population, which is a significant distinction from other targeting strategies. It gives advertisers a more private way to engage with and find potential clients. Contextual targeting is likely to become more significant to advertisers as authorities and tech companies explore for ways to preserve consumers’ privacy.

Targeting by Demographics and Interests

By using demographic and interest targeting, you can find new customers by using the information about your current clients. Assume that your clients fall under a particular demographic category or have a particular area of interest. In that instance, you can reach potential clients by running advertisements that are directed at those with comparable demographic traits or interests.

Loolalike Targeting

Targeting based on interests and demographics is comparable to lookalike targeting. Advertising platforms use machine learning technology to locate target audiences that look or behave similarly to the seed audience provided by marketers, as opposed to manually defining the target audience group based on a list of demographic or interest attributes.

Influencers Marketing

Using someone who has the potential to influence your target market to promote your brand and products is known as “influencer marketing.” Today’s “influencers” are social media users who have developed a fan base among a specific demographic.

Because there are so many social media influencers, influencer marketing is no longer just a perk for well-funded companies. Although influencer marketing is frequently used in the B2C industry, it is also effective in the B2B market.

Customer Service

Before making a purchase at an online store like Amazon, you might read customer reviews of the products. On Amazon.com, ranking factors for product searches include the quantity and quality of a product’s reviews.

A product receives more visibility and traffic the more reviews it receives and the better the review rating. The same reasoning still holds true even if Amazon isn’t the channel for your company. Customer testimonials and product sharing on social media assist direct-to-consumer (D2C) firms to gain new clients and build brand loyalty.

Digital PR

Digital PR is the brand awareness tactic that is most closely tied to SEO out of all the ones used. The primary distinction between link building and digital PR is that the former concentrates on obtaining links from other websites, while the latter does not. Digital PR, on the other hand, concentrates on connecting your business with your target customers through articles that are published in pertinent and reputable publications.

The Fifth SEO Pillar “Brand Awareness”.

Just as a complete SEO strategy should strive to increase both branded and non-branded searches, one of the aims of a comprehensive marketing plan should be to increase brand awareness. Branded search traffic is primarily driven by the search volume of the branded keywords, whereas non-branded search traffic is driven by keyword ranking. A brand receives more branded search traffic the more people are aware of and interested in it.

How To Improve Your Whole Digital Marketing Approach With Video SEO

Exploring video possibilities to develop more useful content, raise engagement, and increase traffic.

Most people think of YouTube visibility when we discuss developing a video strategy. And with good reason; the platform receives billions of monthly visits. However, producing and marketing videos involves much more than just being found on YouTube.

Videos may improve your content, make your product simpler to understand, and increase the credibility and relatability of your business. Additionally, Google’s search results page 1 continues to feature videos for an increasing number of inquiries. A well-designed video strategy can moreover improve your entire SEO efforts. How? Read on.

1. Enhanced knowledge of your consumers’ purchasing processes

Video keyword research enables for finding of the queries your target audience is utilizing while searching for videos. You can gain a deeper knowledge of your target audience’s purchasing processes, issues they are trying to solve, and tasks they are attempting to perform by learning how they search for comparable films.

When we turn to video content, we typically look for educational or entertaining content, but we may also be able to find chances for content that organically solves the needs of the customers best in video format, such as how-to films, product demos, comparisons, and so on. Both of these phases of the purchasing process should always be included in a sound marketing strategy.

Google and YouTube auto suggestions can be compared, and you’ll see that YouTube search draws a particular demographic. For instance, if you search Google for “Google Chromebook,” the top results include “Google Chromebook laptop,” “Google Chromebook charger,” and “Google Chromebook price,” all of which are obviously intended to attract customers (i.e., start of a buying journey).

Google Chromebook won’t turn on and Google Chromebook tutorial for beginners are among the most popular Google Chromebook videos on YouTube, both of which have an informative focus—possibly for a product’s present owner.

Though not all YouTube recommendations aim to provide information. People use the platform to find product reviews from actual customers of the company, unboxing videos, as well as details on specific models, according to YouTube auto-complete.

However, the purchase trips that are influenced by YouTube appear to be very distinct from those that are influenced by Google, which is why YouTube suggestions are such a potent supplement to any keyword research plan.

Google Video searches follow a similar pattern, which frequently exposes an alternative viewpoint or another path that your target audience may take when considering their selections.

The Google video section produces “similar search” suggestions beneath organic search results, just like Google’s standard search. Again, this demonstrates how people use Google videos for a variety of goals since video-related searches are distinct from those you’ll get when using Google’s primary search:

By using Google Videos’ related searches, you can find phrases that you might otherwise overlook if you only used Google’s standard search results.

In conclusion, learning about video-driven search inquiries will help you better understand your target market and how your product might fit into it. As a result, your whole SEO approach becomes more knowledgeable than that of your rivals.

What a great technique to discover fresh options for “useful content”!

2. Advanced on-SERP visibility with video Carousel

In comparison to a decade ago, Google’s search engine results are now far more varied, graphic, and interactive. Today’s Google SERPs also include popular inquiries, rapid answers, and relevant images.

The section with linked videos is one of the most prominent. Because of video carousels, videos have significantly increased in visibility in organic search results.

According to Mozcast data, at least 30% of Google’s SERPs include videos:

Video results are frequently “blended,” that also is, they are placed to a separate area that is included to SERPs but is not an organic listing. This segment is called a video carousel.

A video carousel: what does it mean?

Within the Google SERPs, a video carousel is a unique search component that showcases linked videos.

The placement of the section may vary based on the unique searcher’s aim, however video carousels are frequently present on the first page of search results.

Occasionally, video carousels will appear directly on SERPs: For instance, look up “how to tie a tie.” Particularly if you search from a mobile device, the video-only search snippet and the video carousel take up the majority of the above-the-fold area of the screen. The part might appear lower on a search result page for other searches.

YouTube videos can appear as organic results without being part of a carousel. Even while this is different (a video really counts as one of the 10 organic links that can be on page one), it is still beneficial because you can see a large thumbnail of the video, which is difficult to miss and may increase click-through rates for positions where it appears.

This video can be played directly within search results in both situations (carousels and organic results), when accessed from a mobile device.

To put it another way, in each of these scenarios, branded videos that are highly optimised and thus rank well give a brand more visibility, enabling it to dominate its intended search result pages with several organic listings.

3. Video-rich snippets increase exposure in organic search

Earning video-rich snippets enables you to rank your own page in the same SERPs while YouTube video pages may operate as organic listings providing you more visibility.

With the addition of a video thumbnail from the page, improved organic search results known as “video rich snippets” are even more difficult to overlook:

In contrast to video carousels, which give advertisers indirect exposure (users viewing a video in a carousel typically land on that YouTube page or immediately watch that video from within Google’s search result page), video-rich snippets cause a direct click to your website.

Publishers must employ video schema and embed a video on that website in order to obtain a video-rich snippet. Gaining a video-rich sample also has the advantage of setting expectations: viewers are more likely to stay on the page and watch the video after seeing a video thumbnail and clicking through to the page.

This raises the likelihood that they will explore more of the website, interact with your business more, and go farther down the conversion funnel.

Conclusion

Making your business or product discoverable on YouTube is only one aspect of a video marketing approach. You’ll learn more about your audience as you look into video opportunities and find new SEO prospects.

Additionally, by having your video appear in related carousels, ranking your YouTube page in organic search, and/or obtaining video snippets, you make your business stand out in search.

As a result, you have a lot of options to improve the knowledge and diversity of your SEO strategy as a result of Google. A thorough video creation and marketing solution may help you transform your online presence, build brand sentiment and trust, and boost sales and conversions across the web if you don’t know where to start or don’t have the means to adopt a video strategy yourself.

How To Make Data Visualization Work For Your SEO

Discover the benefits of data visualization and how to apply it to SEO.

Any digital marketing campaign needs to plan and carry out a great SEO strategy. But in order to present the story in a way that appeals to our clients, numbers are needed. However, sifting through large data can be mentally taxing and laborious. Data visualization can help with this.

Data visualization is the process of presenting numerical data in a visual environment, such as a chart, graph, or map. Additionally, it aids in the development of data stories that clearly convey findings. Continue reading to learn more about data visualization, its value, and how to use it for your SEO campaign.

Various Forms of Data Visualization

For many years, adding data to an Excel spreadsheet and turning it into a chart, graph, or table was the simplest way to create data visualization. The technique has been modified a bit over the past few decades, but it is still effective. Users can now generate complex data visualizations thanks to the following options:

  • Bulleted lists.
  • Cartoon charts.
  • round trees.
  • Animated charts.
  • blobby clouds
  • info art.
  • Heatmaps.
  • Dashboards.
  • Infographics.

and numerous others.

The image above is an example of data visualization used to view the crawl hierarchy of a website.

How To Pick The Correct Type Of Visualization

Pick the appropriate visualization type to clearly convey your message.

Prior to beginning:

  • Decide on the main idea you want to convey, then succinctly state it.
  • Find the information you need to convey your point, then think about simplifying it to make it more understandable.
  • Take into account the different types of data you have, including comparisons, trends, patterns, distribution, and geographic information.
  • Think about the display type that is straightforward and will grab the audience’s attention.
  • Your visualization should be available to all visitors, just like any other site material.
  • Think about the details to include in the picture so that readers may comprehend and interpret the information.

The significance of data visualization

Through machine learning, contemporary businesses are producing enormous amounts of data. Although fantastic, we must sift, filter, and explain the data in order for stakeholders and business owners to understand it.

Data visualization makes it simple to spot patterns and trends in your SEO approach fast. Conveying insights is made simple and quick through visualization. Developing a data visualization routine in your company has many advantages.

Develop strong value propositions

It is simple to explain to clients or stakeholders why and how your products are good, but it is more difficult for those same individuals to comprehend what you are saying. Visualizing your data is a great way to get more people on board with your ideas. The tactic can boost a company’s success by converting website traffic into sales.

Facilitate Quicker, Simpler Communication

Every company wants to promote its goods to the general population. However, few people spend the time reading lengthy texts. Instead, make the material more digestible by turning it into presentable visual content.

The focus will be more on visual information than on text. Potential clients, consumers, and investors are drawn in and won over by the pictures. Thus, this encourages traffic to your business, which results in success.

Examine trends and patterns

Specific patterns and trends are essential to business industries. Your responsibility is to choose based on market trends and patterns. The entire process of finding present and future opportunities is summarized via data visualization. Additionally, the data assists business owners in developing into careful decision-makers who are aware of the state of the industry.

Encourage your teammates

The effort team members put forth in the process determines the success of the business. Every employee in your company enjoys seeing the company achieve progress. Data visualization can be used to determine the starting point and future course of a firm. The procedure can energize your employees, spur them on to greater productivity, and grow your company.

Enhance the client experience

Improving your customers’ experience through data visualization is essential. The data makes it simple to guarantee that clients are satisfied and that their needs are met. On-demand data shaping, filtering, and desegregation are simple with data visualization.

SEO and Data Visualization

The volume of keyword searches that go into determining a site’s position is greatly influenced by SEO data. The number of times people search for a certain term during a specified time period is known as the keyword search volume. The phrase also describes how many individuals are interested in a particular keyword.

For organic traffic in various internet marketing aspects, SEO data is equally crucial. The latter is the quantity of visitors to your website. Another crucial SEO strategy that affects the dependability of your website is page speed. The time it takes for a page to load is not something your website visitors have. Additionally, page speed has an impact on how you appear in search results.

Making Use Of Data Visualization To Boost SEO

The interpretation of your data is greatly influenced by how it is visualized. The search volume for various keyword sets you wish to use in your next campaign can be represented visually. Tools for visualization can also provide a thorough examination of your website from the standpoint of SEO. The audience can better understand every element of an SEO campaign when you provide your content in charts and graphs.

Increase SEO capacity

Your SEO techniques can be improved in a number of ways with data visualization. Here are the areas where visualization will have the greatest impact on SEO.

Competitive Research

Developing your SEO strategy also entails monitoring what rivals are doing. You can learn from the analysis what needs to be done and where improvements can be made.

Visualization can assist you with:

  • Analyze the social media presence of rivals.
  • Find the most competitive keywords.
  • Examine the backlink profiles of competitors.

The example above shows how to use a bar chart to see how keywords are ranked according to their difficulty.

Analysis of backlinks

You can create an effective link-building campaign with the help of visualization.

Some things to consider are:

  • Place links to specific places.
  • Backlinks’ caliber.
  • The distribution of anchor text for backlinks.

Finishing up

For every company activity to be successful, data visualization is essential. The ability of visualization to visually represent complex data sets is what makes it so important. A successful recipe is anything that can reduce enormous volumes of data into infographics, charts, and graphs.

It goes without saying that incorporating visualization into your digital marketing activities improves SEO skills. Furthermore, judgments about business development and SEO are greatly influenced by how you present your data.

The Impact of Puffery On Brand Reputation

What exactly is puffery? To prevent legal troubles and expensive reputational damage to your brand, learn how to avoid puffery. As marketers, we are responsible for increasing brand awareness, demand, and authority. We want users to believe that we are the best in the business.

Some common methods for increasing brand awareness and authority include:

  • Promoting positive brand perceptions.
  • Describe how the product benefits the user.
  • Differentiating yourself from the competition.

However, in today’s world, there is a widespread misconception that effective marketing necessitates puffery – or exaggerating claims to an extreme level in order to promote your brand. Puffery as a marketing strategy has the power to make or break your brand.

On the one hand, puffery aids in drawing in the audience and can help create a positive perception of a company. On the other hand, misleading advertising may harm the reputation of your company. Let’s take a closer look at puffery in advertising and how it can harm your brand in this post.

What Exactly Is Puffery?

While puffery is not a new concept in the world, the definition of the term has evolved over time. Puffery as a marketing strategy has the power to make or break your brand. On the one hand, puffery aids in drawing in the audience and can help create a positive perception of a company.

On the other hand, misleading advertising may harm the reputation of your company. Let’s take a closer look at puffery in advertising and how it can harm your brand in this post.

What Exactly Is Puffery?

While puffery is not a new concept in the world, the definition of the term has evolved over time. Using exaggeration and/or hyperbole to advertise a good or service is known as puffery in the modern world.

Whether you realize it or not, puffery is all around you. You may have heard the following examples of puffery advertising:

  • The best product in the world.
  • The best in the industry.
  • It’s more flavorful.
  • more appealing
  • The preceding examples may appear tame to you.

Other inflated advertising makes statements that are occasionally totally implausible, such as that their beer is as cold as the Rockies. As icy as the Rockies? You read that correctly. That is precisely what Coors Light claimed in their advertisements.

Coors Light has successfully marketed its Rockies temperature comparison to imply that it is the most refreshing beer since departing from its previous “World’s Most Refreshing Beer” slogan. They’ve even trademarked the slogan so that competitors can’t use it.

Is it legal to advertise puffery?

This is a query that appears frequently on Google. Although puffery is thought of as legal advertising, it turns into illegal when it crosses the line into false advertising. The line between puffery and false advertising, however, can be blurry at times. We know this from real-life marketing examples that make false claims.

The primary distinction between puffery and false advertising is that puffery relies on subjective statements based on personal opinion. Facts underpin objective statements. False advertising occurs when an incorrect claim is based on fact.

The question is, who gets to decide what constitutes illegal advertising?

Advertising laws are governed by both the federal and state governments. The Federal Trade Commission (FTC) is the primary agency in charge of overseeing and enforcing laws governing illegal advertising. In addition, the FTC:

  • Advertising regulations are proposed.
  • Ensures that all businesses are subject to the Truth in Advertising laws.
  • Impose restrictions on a few delicate industries, like those that deal with alcohol, tobacco, and dietary supplements.

Individual states can set rules and take enforcement action at the state level, typically through the Attorney General’s office. False advertising and trademark infringement are both forbidden, according to the Lanham Act of 1946. Even though many businesses have complied with this law and still do, there are still violations and lawsuits filed today. Whether on purpose or not, your brand may be subject to severe legal repercussions if it makes an objective claim.

Puffery Illustrations

However, some brands have gone too far with their claims, even though puffery is still occasionally used in advertising. Consider 5-Hour Energy. The company claimed that its energy drink shots were “better than coffee” and that doctors recommended it. 5-Hour Energy’s creators were found guilty of violating the Consumer Protection Act and using misleading advertisements. As a result, the brand was penalized and fined $4.3 million.

L’Oreal’s brand image was also harmed by false advertising. Lancôme Génifique and Youth Code products, according to the company, prevent skin aging by “boosting genes” in users. Behind its claims, the company also used the phrase “clinically proven.” It wouldn’t be a problem, though, if L’Oreal could cite studies to support its claims. The lawsuit did come to the conclusion that L’Oreal did not carry out any scientific research to back up those product abilities.

The outcome? The FTC prohibited L’Oreal from making any anti-aging claims or from using the phrase “clinically proven” without offering concrete proof to back them up, even though no monetary penalties were imposed.

Why Is Puffery Harmful to Your Brand’s Image?

In light of the aforementioned illustrations, the following are the most obvious reasons why puffery is detrimental to your brand:

  • Financial ramifications
  • Reputational harm.

You may face costly lawsuits if your brand cannot support ludicrous claims. This could spell the end of your brand for any company, large or small. Puffery has the potential to seriously damage your brand’s reputation.

Customers’ trust has probably been broken if a product’s claims turn out to be untrue. Therefore, even though you might have made an initial sale to a customer using exaggerated claims, you risked hurting your long-term relationship with them. Negative word-of-mouth could cause you to lose future customers.

How to Avoid Puffs

There is a fine line between puffery and false advertising, and using puffery can have financial and reputational consequences. Let’s go over the dos and don’ts of false advertising for your brand.

Don’t omit any facts. If you make a product claim that is supported by facts, make sure to include them. This is a precautionary measure for your brand in the event of any legal issues.

Make no exaggerated claims. Many brands are guilty of this, whether unintentionally or on purpose. Make statements that are true to your brand and can be verified.

Make no bogus promises. This is the best way to drive away a client. Customers look to you as a brand to help them solve a problem. If you fail to deliver on that promise, you will lose loyal customers.

Be honest about pricing. Another way to lose customers is to be secretive about pricing. Inform users if you offer a trial in which they must opt-out.

Examine industry and government guidelines. Certain industries, such as supplements and alcohol, are heavily regulated. Always stay up to date on the latest industry laws and guidelines.

Make certain that the advertised products are available to users. Nothing is more frustrating for a customer than seeing a product advertised but finding it unavailable. Maintain an accurate inventory to ensure a positive customer experience.

Wrapping Up

Although puffery is regarded as legal and occasionally effective, it can also result in the demise of your brand. Puffery involves both a financial and reputational risk, the latter of which can occasionally be even more harmful. Use the aforementioned examples to serve as a reminder of the dos and don’ts of advertising so that your future marketing plans will be puff-proof.

Tips For Improving Conversions Using Data-Driven Content Strategy

It is not enough to create good content; you must also create content that your audience desires. Here’s how to devise a plan to accomplish just that.

In the marketing world, there is an old adage that “content is king.” This has been true for as long as search engine optimization has existed, and it is likely even older in the world of general marketing. But, as straightforward as that adage is, it leaves a lot of room for interpretation, specifically, what kind of content?

In the early days of SEO, it meant identifying your keywords and stuffing them into pages wherever they could fit. However, modern digital marketers are smarter (not to mention that strategy no longer works). A data-driven content strategy, as it’s sometimes called, is the foundation for effective content creation today.

What does that mean, though, exactly?

In layman’s terms, it means creating content with a user-centered approach. This can include information such as demographics, survey responses, consumer preferences, and so on. You probably don’t need me to tell you why this is important, but just to be clear, using a data-driven content strategy aids in choosing where to invest your time, energy, and money.

In other words, your resources are limited. You don’t want to squander your resources on people who are unlikely to convert. With a data-driven content strategy, you can tailor your marketing campaigns to maximize ROI.

It can help search engine and PPC specialists decide which keywords to go after, ensuring you’re targeting the right audience. It seems easy enough, doesn’t it? Isn’t it enough to open your content research tool and look for commonalities? Sorry to burst your bubble, but there’s a little more to it.

But don’t worry, that’s why you’re here.

We’ll show you how to create, put it into practice, and optimize your very own data-driven content strategy in this helpful guide.

# Determine Your Content Objectives

Making a decision about your goals should be your first priority. You must make some decisions because you cannot please everyone. Do you want to boost traffic? Do you want to sell something? Do you desire more leads?

Establish your content objectives, then choose the channels that will help you achieve them. After that, you can define your key performance indicators (KPIs). As you create content, be sure to keep this in mind. There should be a purpose for everything you add to your website or marketing campaign. Your audience will also be confused if you are unsure of what it is doing.

# Establish Your Market

Knowing what you want to accomplish now will help you decide who to approach to bring it about. Examine the available demographic data and other information. Find patterns that are shared by many or some of your targets. The development of customer personas is viewed as useful by many marketers. Consider a typical person for each of the roles you’re targeting based on your data.

You might have a prospect persona, a lead persona, a buyer persona, and a repeat persona, for example. Think of these fictitious individuals as you would yourself. What kind of language appeals to them? What is the highest level of education they have? Do they prefer professionalism or friendliness? What are they doing on your website? What do they hope to achieve with your assistance? Be as specific as possible.

They are even given names by many marketers. For instance, if you were developing personas for your plumbing supply company, you might include: Remember that this is not a fiction-writing exercise and feel free to be as imaginative and detailed as you like. Keep your persona in line with the actual characteristics of your target audience since you are developing it based on them.

# Examine Your Competitors’ Content and Conduct Topical Research

It’s time to check out what your rivals are doing right now. They may be operating haphazardly, but it’s likely that they’re also giving their campaigns some thought. Look over what they’re doing and identify what seems to be working. For instance, if they’re blogging, the page might have a view counter. What kinds of blogs, if any, are producing the best results?

Analyze the trends in your sector. What is being discussed everywhere? Will there soon be a significant trade show? Or is there new technology on the horizon? Determine who your competitors are for clicks, not only to see what works for them but also to get ideas for your own content. Make a list of the topics you want to cover. This is also an excellent time to see what influencers in your niche are posting about if there are any.

# Run a keyword search

It’s time to conduct that time-honored SEO practice of keyword research once you’ve decided what your content should be. Determine the type of language your content should use using a tool like Google Analytics, Semrush, or something platform-specific like YouTube’s Search Insights.

More than just SEO will benefit you from this. By incorporating keywords into your content, you can show your audience that you are conversant in their language. And by using terminology that everyone in the industry will understand, we don’t just mean English.

Returning to the plumbing supply example, this entails referring to a product as a “three-fourths full port threaded ball valve” rather than a “metal connection thingy.” Although that is a ridiculous example, the idea is clear. The best part is that you probably already have a functional understanding of this, if not expert knowledge.

# Make Content That Supports Your Goals

Identifying your goals was the first step in developing a data-driven content plan if you recall. It’s now time to create the content that addresses them, armed with everything you’ve learned since then.

Don’t be alarmed. Writing the kind of content that appeals to your audience doesn’t require you to be F. Scott Fitzgerald. Additionally, a lot of the groundwork has already been done; the final step is to put everything together. Videos, blog posts, infographics, case studies, and white papers are all examples of content.

Finding a writer or videographer in your neighborhood or wider network should be fairly simple if you don’t feel comfortable doing these on your own. Simply ask your contacts for recommendations. Don’t worry if you’re still not confident in your ability to deliver or if you can’t afford to hire someone. Everything you need to know about content creation is covered in a fantastic article we have here.

# Use The Right Channels To Promote Your Content

Your masterpiece of pertinent content has been produced. Now is the time for the world to know about it. Do you simply post it to your company blog and wait for Google to crawl it? Although this is excellent work, you could adopt a passive attitude. Everyone in your target market will want to consume it. And now it’s time to promote it so that it gets the attention it deserves.

But wait a minute before you start linking to it on Facebook, Digg, LinkedIn, and every other social media platform and aggregator site you can think of. Ideally, you had access to information about the online habits of your target audience when creating your user personas.

Frequently do they use Twitter? Are they active on forums specific to the industry? Do you communicate with them through Slack or another IM app? Decide where they congregate and start posting there. In most cases, if you’re unsure whether your targets use a platform or not, you should still post.

Reddit is one website where posting controversial content can result in penalties, but most of the time there is no harm. At this point, you should also begin considering different uses for your fresh content.

Do you have the chance to write a guest post on another website’s blog? Alternatively, would your newest infographic seamlessly fit in your upcoming investor report? Your data-driven content will receive engagements if it is constructed using the sound principles we’ve gone over.

# Analytical Tools For Results Measuring

After your content goes live, you can start tracking your ROI to determine what worked well, what didn’t, and what needs to be optimized for performance. The KPIs that were discussed in step one comes into play again at this point. More easily tracked than others are some of these.

You should have data to support performance if increasing sales or conversions was your goal. Analytical tools should be available if your goal is to increase website traffic. Some issues, like brand visibility, can be more challenging. Whatever criteria you use to measure success, Google Analytics should have the information you require to keep tabs on your campaign’s progress.

# A Successful Content Strategy Is Data-Driven

A marketer’s best friend is data. It tells you exactly what works and what doesn’t, and often why. In today’s hyper-competitive business and SEO environment, a data-driven content strategy is critical for success. Utilize the tools at your disposal to collect data; that is why they are there.

Learn to interpret the data and use it to inform your content creation so that it not only draws viewers but also garners shares and helps you achieve your objectives.

Why Blogging Is Important For SEO And Marketing

Why are blogs important? Learn about the best practices used by SEO experts to develop effective blog strategies that engage and grow a target audience.

Is blogging still useful? The figures certainly support this. Every month, 70 million new posts are created, and WordPress alone powers 42 percent of the web. As a result, blogging remains an important component of an online marketing strategy.

In fact, according to a recent survey, 90 percent of businesses used blogs to help market their brands in the previous 12 months, out of all content marketing modes available, such as videos, infographics, ebooks, and online events. Even though social media has become an important part of content strategy, blogs have not been forgotten.

Blogging increases traffic and can aid in the development of brand awareness and authority. And those leads and traffic convert into customers, helping to build an audience. Making influential blogs that meet your company’s goals is a different story. So, while they are important, it is critical that you take the time to develop an effective strategy that engages and grows your audience while also enticing people to return to your brand’s website.

Why Is Blogging Still Prevalent?

Let’s look at why blogging is important for brands and the strategies top brands employ to ensure their blogs are influential in the ever-changing world of online marketing.

#1. Blogging Promotes Loyalty And Credibility

As previously stated, blogs aid in the development of loyalty and trust. But how exactly? Giving consumers useful advice and information will help you establish authority on the topics you discuss. Blogs are a fantastic way to gradually grow your audience and demonstrate your subject-matter expertise in your field and product line.

The E-A-T concept, which stands for expertise, authority, and trustworthiness, is an important part of improving content. Google acknowledges that E-A-T is crucial to its algorithm and how it examines and recognizes content even though it isn’t a ranking factor. This means that the information in your content must be accurate, useful, and comprehensive throughout the site.

#2. Blogging Expands Your Audience

The next step in creating great content is to ensure that it is search engine optimized. Blogs that answer consumer questions about your industry are beneficial to SEO. Incorporating keywords into your captivating and unique headings and subheadings, as well as your well-researched unique content, is another sure-fire way to help increase visibility.

Another strategy for increasing visibility is internal linking. Link building on your site’s other pages, blogs, and product pages can help increase brand visibility, awareness, and authority. To make sure you are fully covering the topic and meeting the length that will help you rank on search engine results pages, it’s also crucial to consider the length of blogs that are similar to the one you are discussing (SERPs).

Images are another effective tool for improving your content and visibility, which we will discuss further later. Let’s talk about brand awareness now.

#3. Blogs Help Build Brand Awareness

Your brand can become more noticeable among the rest of your competitors by producing fresh and original content. Your brand is at the top of SERPs, giving them the information they require when they are looking for answers to their questions or want to learn more.

The more money you put into blog strategy, the more opportunity you’ll have to increase brand recognition through social media shares and SERPs. Imagine you’re a real estate SEO expert as an example. In such a competitive space, blogging will help you improve your credibility

#4. Blogging generates new leads.

Customers who enjoy your content are likely to want more. It’s a great way to get new leads by having them sign up for your email list. It’s less intrusive this way than having them like an ad that prompts them to sign up for an email list in order to receive a coupon.

While this can be an effective lead generation strategy, blogs allow you to connect with your prospects before asking for their information. They already like your content and want to learn more if they choose to read through it on your website. Through the unique, helpful content, there is a stronger connection with your brand. You can then include the subscription opt-in pop-up at the end of the blog or when they scroll, allowing them to quickly enter their information and continue reading.

 #5. Blogging Encourages Participation

Most content marketers want to keep building relationships with both new and existing customers. Blogs offer readers more shareable content to share on social media than just posts about your goods or services. It’s a fantastic way to inform customers, offer advice or instructions, and strengthen relationships with your brand.

Slowly reminding consumers of your brand through content can help convert readers into long-term customers over time. Furthermore, blogs can add interesting points to the customer journey and provide different ways to share your content. Last but not least, it engages customers with subjects they are already enthusiastic about or want to learn more about, boosting engagement.

#6. Blogging enables you to understand your customers’ needs.

In general, consumers don’t have a lot of time to read blogs, so it’s critical to find something that will resonate with them and keep them on the page. The purpose of blogs is to try to put yourself in the customer’s shoes and respond to their questions. This is advantageous for both you and the customer.

In this manner, both you and your target market will benefit from your time spent conducting additional research and understanding them. Leaving reviews and feedback on blogs is also a welcoming option. You can discover fantastic opportunities for growth and innovative concepts for blog engagement.

For instance –, someone may have left a question, and that question may have inspired another blog post. It’s great for getting ideas for the future, connecting with customers, and understanding their needs.

What Does the Future of Blogging Look Like?

Blogging has evolved significantly in terms of optimization strategies and best practices for engaging readers over the years. Google Trends demonstrates how content marketing and blogging eventually combine, though the emphasis has since shifted to content as a whole.

Simply enter keywords and what you believe Google wants to hear is insufficient. The writing and planning of all content must be accomplished.

Storytelling on multiple platforms is the way to go

Although content remains king, the channel has surpassed it. Multi-channel storytelling refers to how you distribute content across multiple platforms. You can tailor and share your content on a variety of social media sites and business listings.

More Readers are Attracted by Visual Content

Using images, infographics, short videos, and other visual content to break up your topics can help. Additionally, it can help you better draw attention to important issues, explain complex ideas, and keep readers interested.

Make Yourself Visible in Search

Producing original content and placing a strong emphasis on reader engagement is essential to gaining visibility. Furthermore, it is critical to keep the customer in mind when creating content so that it does not fall on SERPs or become lost among other similar content.

Blogging can increase brand recognition in your target market as well as lead generation. You can have a strong foundation of blog posts if you take the time to learn about basic SEO strategies and how to connect with your audience.

What You Need To Know About AI Right Now For Your Marketing Program

Using AI(Artificial Intelligence) as an assistant, learn how to automate all kinds of tasks and level up your marketing activities.

Regardless of the subject or industry, intelligence is getting better at answering our questions. An AI can pass an SEO multiple-choice test and solve SEO case studies using GPT-3 technology. Other, more advanced technologies, such as Deepmind’s Gopher, outperform GPT-3 in the following areas: humanities, social sciences, medicine, science, and mathematics.

The graph below depicts the precision of the answers provided by Gopher, UnifiedQA, GPT-3, and a human expert. The difference between an expert and an AI can be seen to be relatively small depending on the topic. This also implies that the AI could potentially outperform a non-expert. AI is currently a valuable resource for many marketing topics.

Let’s look at how to use AI and, more importantly, how to incorporate it into your business.

4 Methods for Interacting with an AI Tool

We will concentrate on the primary modes of interaction in order to successfully set up the best AI-human combination.

#1. Making Use of Your Web Browser

The most intriguing type of interaction is to integrate the AI into your back-office or web browser via a Chrome plugin. You will be able to assist your users with advanced projects such as document classification, writing assistance, meta-tag generation, text extraction, and even suggesting new topics.

You can use a simple Javascript call to connect the AI to your tools and ask it to perform specific tasks.

An example of JS integration with GPT-3 is shown below.

The overly simplistic example is meant to demonstrate how simple it is to connect a language model like GPT-3 with just 20 lines of code and the necessary instructions.

var xhr = new XMLHttpRequest();
xhr.open(“POST”, ‘https://api.openai.com/v1/engines/text-davinci-002/completions’);

xhr.setRequestHeader(“Content-Type”, “application/json”);
xhr.setRequestHeader(“Authorization”, “Bearer sk-RkXXXXXXXXXXXXXXXXXXXXXXXX”);

xhr.onreadystatechange = function () {
if (xhr.readyState === 4) {

if (xhr.status==200){
var data=xhr.responseText;
var jsonResponse = JSON.parse(data);
answerGPT3 = jsonResponse[“choices”][0][‘text’];
console.log(answerGPT3);
}
else {
console.log(‘API error’);
console.log(xhr.responseText);
}
}};

variable promt=”List 50 notions about….”
var data = `{
“prompt”: “PROMPT”,
“temperature”: 0,
“max_tokens”: 256,
“top_p”: 1,
“frequency_penalty”: 0,
“presence_penalty”: 0
}`;

data = data.replace(‘PROMPT’, prompt)

xhr.send(data);

Integrating advanced AI features has never been easier if your back-office supports Javascript and you have experienced developers. Create a Chrome plugin to evaluate an AI’s ability to correctly respond to certifications designed for experts in order to test this initial connection.

Through a straightforward Javascript call instructing the AI to connect to your tools Use a Chrome plugin that allows optical character recognition to capture any type of text to accomplish this. Then, use a separate Chrome plugin that modifies a page’s CSS to make it as clear as possible.

In one example exercise, we assigned a letter to each answer on a multiple-choice test. Then, using the previous 20 lines of code, we told the AI to generate the results in a text field. The AI was able to pass several certifications using this program, known as “Asimov’s tests.”

I then tested the AI on the topic of medical science, and it received scores of more than 60% despite having no prior training in a specific discipline. I then tested the AI on the subject of medical science and it attained scores of more than 60 percent, without any previous training in a specific discipline.

This confirms that by correctly selecting your subject, the AI results can significantly assist your teams in improving day-to-day work.

#2. Using Data Visualization Software

Tools that generate documentation or facilitate code writing have begun to appear in recent months. One outstanding application is to simply generate dashboards or SEO tools with instructions. There are now open source tools with very advanced components in Data Visualization or Data Manipulation, such as Streamlit.

It is simple to request the creation of an app that interacts directly with your data by providing the necessary instructions. You can, for example, create a web application with a complete interface and functional code. We use language models that are only fed computer code, so this practice is fairly new. And, once again, the outcomes are quite impressive.

The graph below depicts all of the most popular code generators as well as the data used to generate them.

  • 50 GB for CodeParrot.
  • GPT-3 Codex Size: 159 GB
  • InCoder capacity is 216 GB.
  • 249 GB for PolyCoder.
  • 715.1 GB is the AlphaCode.
  • 1.38 TB for CodeGen.

Many languages can be used to create applications, the most common of which are Java, C, JS, and PHP.

Give it a try, whether you’re a beginner or an expert because the AI can create your SQL query or graphs in a matter of seconds. If you want to get better at using your favorite tools, practical use is crucial.

#3. Making Use of a Chatbot

You can also build a chatbot to answer very specific questions by clearly defining its role in the instructions.

Here, the chatbot should respond as if it were a doctor, with a dash of kindness and humor.

Chatbots powered by AI can thus provide personalized advice and recommendations based on customer preferences. Don’t be afraid to program the AI to respond in a specific way. Danny Richman, who created MuellerBot, an AI version of Google’s John Mueller, is a great example.

This bot uses the preceding principle to answer SEO questions as if they were being answered by John Mueller himself. It’s both entertaining and unsettling because the answers can be quite accurate.

#4. Making Use of an AI Assistant Program

Finally, AI SEO assistants are programs that run in the background and apply SEO fixes if a page is poorly constructed or contains traditional errors.

The first such applications appeared in 2016 when Facebook used Getafix to automate bug fixes.

Based on all previous bug fixes, the assistant creates correction templates, which are then applied and reviewed by a human before being rolled out.

This is particularly relevant in SEO, where we know that concerns about meta tag titles, descriptions, pagination, and links are common issues.

To accomplish this, launch GPT-3 in edit mode and modify the SEO pages according to the instructions.

Here are the directives:

  • At the start of the text, include a title with an H1 tag.
  • Add a href> link to the most important word in the text’s body.
  • Use ul>li> to create useful outlinks at the end of your text.
  • Insert a YouTube video into the text’s body.
  • Make the top five ideas stand out.

The results are outstanding, as can be seen by looking at the generated text: The bolded words in the H1 title correctly summarise the content, the YouTube video and outbound links are pertinent to the topic, and the H1 title itself accurately summarises the article.

In short, your AI assistant can save you a significant amount of time.

Please keep in mind that the links are all dummy links, but you can connect everything to a link database and use mapping tables to replace LINK1 with a link in your database or CSV file.

You can see the value of automating these types of tasks now.

Now that you are aware of the various approaches to integrating a language model with your current tools, don’t be reluctant to use the approach(es) that work the best for you, such as:

  • Chrome Extension.
  • Straight into your CMS.
  • Using a chatbot.
  • Visualization of data
  • Assistant with artificial intelligence