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Facebook Showcase Video Ads : Social Media Examiner
Facebook Showcase Video Ads https://ift.tt/2BZjNJY Welcome to this weeks edition of the Social Media Marketing Talk Show a news show for marketers who want to stay on the leading edge of social media. On this weeks Social Media Marketing Talk Show we explore Facebook Showcase video ads and fan subscriptions with special guests Andrea Vahl and Owen Video. Watch the The post Facebook Showcase Video Ads appeared first on Social Media Marketing | Social Media Examiner.
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Measuring & Tracking SEO Success [Beginner's Guide to SEO]
Rewriting the Beginner's Guide to SEO Chapter 7: Measuring Prioritizing & Executing SEO https://ift.tt/2UeXmrh Posted by BritneyMuller It's finally here for your review and feedback: Chapter 7 of the new Beginner's Guide toSEO the last chapter. We cap off the guide with advice on how to measure prioritize and execute on your SEO. And if you missed themcheck outthe drafts of our outline Chapter One Chapter Two Chapter Three Chapter FourChapter Five and Chapter Six for your reading pleasure. As alwayslet us know what you think of Chapter 7in the comments! Set yourself up for success. They say if you can measure something you can improve it. In SEO its no different. Professional SEOs track everything from rankings and conversions to lost links and more to help prove the value of SEO. Measuring the impact of your work and ongoing refinement is critical to your SEO success client retention and perceived value. It also helps you pivot your priorities when something isnt working. Start with the end in mind While its common to have multiple goals (both macro and micro) establishing one specific primary end goal is essential. The only way to know what a websites primary end goal should be is to have a strong understanding of the websites goals and/or client needs. Good client questions are not only helpful in strategically directing your efforts but they also show that you care. Client question examples: Can you give us a brief history of your company? What is the monetary value of a newly qualified lead? What are your most profitable services/products (in order)? Keep the following tips in mind while establishing a websites primary goal additional goals and benchmarks: Goal setting tips Measurable: If you cant measure it you cant improve it. Be specific: Dont let vague industry marketing jargon water down your goals. Share your goals: Studies have shown that writing down and sharing your goals with others boosts your chances of achieving them. Measuring Now that youve set your primary goal evaluate which additional metrics could help support your site in reaching its end goal. Measuring additional (applicable) benchmarks can help you keep a better pulse on current site health and progress. Engagement metrics How are people behaving once they reach your site? Thats the question that engagement metrics seek to answer. Some of the most popular metrics for measuring how people engage with your content include: Conversion rate - The number of conversions (for a single desired action/goal) divided by the number of unique visits. A conversion rate can be applied to anything from an email signup to a purchase to account creation. Knowing your conversion rate can help you gauge the return on investment (ROI) your website traffic might deliver. In Google Analytics you can set up goals to measure how well your site accomplishes its objectives. If your objective for a page is a form fill you can set that up as a goal. When site visitors accomplish the task youll be able to see it in your reports. Time on page - How long did people spend on your page? If you have a 2000-word blog post that visitors are only spending an average of 10 seconds on the chances are slim that this content is being consumed (unless theyre a mega-speed reader). However if a URL has a low time on page thats not necessarily bad either. Consider the intent of the page. For example its normal for Contact Us pages to have a low average time on page. Pages per visit - Was the goal of your page to keep readers engaged and take them to a next step? If so then pages per visit can be a valuable engagement metric. If the goal of your page is independent of other pages on your site (ex: visitor came got what they needed then left) then low pages per visit are okay. Bounce rate - Bounced sessions indicate that a searcher visited the page and left without browsing your site any further. Many people try to lower this metric because they believe its tied to website quality but it actually tells us very little about a users experience. Weve seen cases of bounce rate spiking for redesigned restaurant websites that are doing better than ever. Further investigation discovered that people were simply coming to find business hours menus or an address then bouncing with the intention of visiting the restaurant in person. A better metric to gauge page/site quality is scroll depth. Scroll depth - This measures how far visitors scroll down individual webpages. Are visitors reaching your important content? If not test different ways of providing the most important content higher up on your page such as multimedia contact forms and so on. Also consider the quality of your content. Are you omitting needless words? Is it enticing for the visitor to continue down the page? Scroll depth tracking can be set up in your Google Analytics. Search traffic Ranking is a valuable SEO metric but measuring your sites organic performance cant stop there. The goal of showing up in search is to be chosen by searchers as the answer to their query. If youre ranking but not getting any traffic you have a problem. But how do you even determine how much traffic your site is getting from search? One of the most precise ways to do this is with Google Analytics. Using Google Analytics to uncover traffic insights Google Analytics (GA) is bursting at the seams with data so much so that it can be overwhelming if you dont know where to look. This is not an exhaustive list but rather a general guide to some of the traffic data you can glean from this free tool. Isolate organic traffic - GA allows you to view traffic to your site by channel. This will mitigate any scares caused by changes to another channel (ex: total traffic dropped because a paid campaign was halted but organic traffic remained steady). Traffic to your site over time - GA allows you to view total sessions/users/pageviews to your site over a specified date range as well as compare two separate ranges. How many visits a particular page has received - Site Content reports in GA are great for evaluating the performance of a particular page for example how many unique visitors it received within a given date range. Traffic from a specified campaign - You can use UTM (urchin tracking module) codes for better attribution. Designate the source medium and campaign then append the codes to the end of your URLs. When people start clicking on your UTM-code links that data will start to populate in GAs campaigns report. Click-through rate (CTR) - Your CTR from search results to a particular page (meaning the percent of people that clicked your page from search results) can provide insights on how well youve optimized your page title and meta description. You can find this data in Google Search Console a free Google tool. In addition Google Tag Manager is a free tool that allows you to manage and deploy tracking pixels to your website without having to modify the code. This makes it much easier to track specific triggers or activity on a website. Additional common SEO metrics Domain Authority & Page Authority (DA/PA) - Mozs proprietary authority metrics provide powerful insights at a glance and are best used as benchmarks relative to your competitors Domain Authority and Page Authority. Keyword rankings - A websites ranking position for desired keywords. This should also include SERP feature data like featured snippets and People Also Ask boxes that youre ranking for. Try to avoid vanity metrics such as rankings for competitive keywords that are desirable but often too vague and dont convert as well as longer-tail keywords. Number of backlinks - Total number of links pointing to your website or the number of unique linking root domains (meaning one per unique website as websites often link out to other websites multiple times). While these are both common link metrics we encourage you to look more closely at the quality of backlinks and linking root domains your site has. How to track these metrics There are lots of different tools available for keeping track of your sites position in SERPs site crawl health SERP features and link metrics such as Moz Pro and STAT. The Moz and STAT APIs (among other tools) can also be pulled into Google Sheets or other customizable dashboard platforms for clients and quick at-a-glance SEO check-ins. This also allows you to provide more refined views of only the metrics you care about. Dashboard tools like Data Studio Tableau and PowerBI can also help to create interactive data visualizations. Evaluating a sites health with an SEO website audit By having an understanding of certain aspects of your website its current position in search how searchers are interacting with it how its performing the quality of its content its overall structure and so on youll be able to better uncover SEO opportunities. Leveraging the search engines own tools can help surface those opportunities as well as potential issues: Google Search Console - If you havent already sign up for a free Google Search Console (GSC) account and verify your website(s). GSC is full of actionable reports you can use to detect website errors opportunities and user engagement. Bing Webmaster Tools - Bing Webmaster Tools has similar functionality to GSC. Among other things it shows you how your site is performing in Bing and opportunities for improvement. Lighthouse Audit - Googles automated tool for measuring a websites performance accessibility progressive web apps and more. This data improves your understanding of how a website is performing. Gain specific speed and accessibility insights for a website here. PageSpeed Insights - Provides website performance insights using Lighthouse and Chrome User Experience Report data from real user measurement (RUM) when available. Structured Data Testing Tool - Validates that a website is using schema markup (structured data) properly. Mobile-Friendly Test - Evaluates how easily a user can navigate your website on a mobile device. Web.dev - Surfaces website improvement insights using Lighthouse and provides the ability to track progress over time. Tools for web devs and SEOs - Google often provides new tools for web developers and SEOs alike so keep an eye on any new releases here. While we dont have room to cover every SEO audit check you should perform in this guide we do offer an in-depth Technical SEO Site Audit course for more info. When auditing your site keep the following in mind: Crawlability: Are your primary web pages crawlable by search engines or are you accidentally blocking Googlebot or Bingbot via your robots.txt file? Does the website have an accurate sitemap.xml file in place to help direct crawlers to your primary pages? Indexed pages: Can your primary pages be found using Google? Doing a site:yoursite.com OR site:yoursite.com/specific-page check in Google can help answer this question. If you notice some are missing check to make sure a meta robots=noindex tag isnt excluding pages that should be indexed and found in search results. Check page titles & meta descriptions: Do your titles and meta descriptions do a good job of summarizing the content of each page? How are their CTRs in search results according to Google Search Console? Are they written in a way that entices searchers to click your result over the other ranking URLs? Which pages could be improved? Site-wide crawls are essential for discovering on-page and technical SEO opportunities. Page speed: How does your website perform on mobile devices and in Lighthouse? Which images could be compressed to improve load time? Content quality: How well does the current content of the website meet the target markets needs? Is the content 10X better than other ranking websites content? If not what could you do better? Think about things like richer content multimedia PDFs guides audio content and more. Pro tip: Website pruning! Removing thin old low-quality or rarely visited pages from your site can help improve your websites perceived quality. Performing a content audit will help you discover these pruning opportunities. Three primary ways to prune pages include: Delete the page (4XX): Use when a page adds no value (ex: traffic links) and/or is outdated. Redirect (3XX): Redirect the URLs of pages youre pruning when you want to preserve the value they add to your site such as inbound links to that old URL. NoIndex: Use this when you want the page to remain on your site but be removed from the index. Keyword research and competitive website analysis (performing audits on your competitors websites) can also provide rich insights on opportunities for your own website. For example: Which keywords are competitors ranking on page 1 for but your website isnt? Which keywords is your website ranking on page 1 for that also have a featured snippet? You might be able to provide better content and take over that snippet. Which websites link to more than one of your competitors but not to your website? Discovering website content and performance opportunities will help devise a more data-driven SEO plan of attack! Keep an ongoing list in order to prioritize your tasks effectively. Prioritizing your SEO fixes In order to prioritize SEO fixes effectively its essential to first have specific agreed-upon goals established between you and your client. While there are a million different ways you could prioritize SEO we suggest you rank them in terms of importance and urgency. Which fixes could provide the most ROI for a website and help support your agreed-upon goals? Stephen Covey author of The 7 Habits of Highly Effective People developed a handy time management grid that can ease the burden of prioritization: Source: Stephen Covey The 7 Habits of Highly Effective People Putting out small urgent SEO fires might feel most effective in the short term but this often leads to neglecting non-urgent important fixes. The not urgent & important items are ultimately what often move the needle for a websites SEO. Dont put these off. SEO planning & execution Without strategy execution is aimless. Without execution strategy is useless. -Morris Chang Much of your success depends on effectively mapping out and scheduling your SEO tasks. You can use free tools like Google Sheets to plan out your SEO execution (we have a free template here) but you can use whatever method works best for you. Some people prefer to schedule out their SEO tasks in their Google Calendar in a kanban or scrum board or in a daily planner. Use what works for you and stick to it. Measuring your progress along the way via the metrics mentioned above will help you monitor your effectiveness and allow you to pivot your SEO efforts when something isnt working. Say for example you changed a primary pages title and meta description only to notice that the CTR for that page decreased. Perhaps you changed it to something too vague or strayed too far from the on-page topic it might be good to try a different approach. Keeping an eye on drops in rankings CTRs organic traffic and conversions can help you manage hiccups like this early before they become a bigger problem. Communication is essential for SEO client longevity Many SEO fixes are implemented without being noticeable to a client (or user). This is why its essential to employ good communication skills around your SEO plan the time frame in which youre working and your benchmark metrics as well as frequent check-ins and reports. Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
a woman standing in front of a group of people sitting at a table with the words meet 4 female cmos paving the way for the future of marketing
Meet 4 Female CMOs Paving The Way For The Future of Marketing
Meet 4 Female CMOs Paving The Way For The Future of Marketing https://ift.tt/2Em1sqF The modern CMO must be both right- and left-brained. Its not enough to be creative you have to be analytical too. Man or womanit doesnt matter: the CMO of the digital world has to be good at everything. Ground-breaking campaigns only matter if they yield a positive ROI. Here are four women who show how a strong CMO fuses the creative with the analytical to produce exceptional results for their brands. 1. Deloitte Digital Alicia Hatch Alicia Hatch leads Deloitte Digitals marketing efforts and has spearheaded the billion-dollar Halo franchises marketing efforts. At Deloitte Digital however shes more than just a creative thinkershe has positioned Deloitte Digital to disrupt the advertising world. In Hatchs words: Were making creativity more important than ever by tying it more closely to the heart of business strategy and industry insights. Hatch has launched numerous initiatives across Deloittes content and commerce systems as well. She was a huge part of John Hancocks decision to switch over to Deloitte from Hill Holiday. When Transamerica came to Deloitte to reinvent their retirement offerings Hatch was at the forefront. Her innovative strategy brought in an eclectic team ranging from ethnographers to data scientists to provide a dynamic and holistic approach. Alicia gives the following advice for paving the future: if you become comfortable with that gray areathe space where you know you dont know the answeryou only have a tremendous opportunity in front of you. 2. VMware Robin Matlock Robin Matlock sits at the marketing helm of VMware. Her vision is a results-driven one. We have to facilitate a conversation that is anchored around business outcomes she says. Everything we do as marketers is to help sellers start those conversations. Robins strategy for transformation is rooted in data. She is making a major impact by tracking engagement to improve customer experience. One of the major insights she gained from this is that leads that are touched by VMwares marketing efforts convert at double the rate as leads only touched by sales. In addition she specializes in running a highly data-driven global marketing team. What does engagement mean for vertical markets? Who are the target personas? What actions are they taking? Its not enough to say if someone from Firm X watched an educational video Matlock needs to know how they watched it. Did they sit through it from start to finish? Did they skip around? Did they promote it via social media? To really transform a pipeline Matlock believes you need to get granular to get accurate. 3. Twitter Leslie Berland Leslie Berland is not only the CMO of one of the worlds tech darlings but shes also its first CMO. Hired in 2016 she pioneered Twitters self-awareness campaign an issue it hadnt addressed in its first decade as a business. She started the famous #SeeEverySide campaign showcasing the multitude of ideas and perspectives across the Twitterverse. This was more than just a promotional effort it was essential to the inner-workings at Twitter. Fired up and ready to throw thanks to @leslieberland #SheInspiresMe #BossBabe #SeeEverySide pic.twitter.com/LGV0cepoE3 Erin (Twomey) Turner (@erinleeturner) August 3 2017 Berland spoke on this: That was very anchoring and grounding for us as a company. And it is where our product strategy is focusedshowing whats happening what matters news and information as it unfolds. Perhaps the most iconic part of this campaign was when they posted the single word The to their page and allowed users to run with it from there. Among her many skills she has an uncanny ability to focus on both the inner- and outer-facing operations at Twitterso much so that she is now the acting head of HR. Her title CMO and Head of People is not only a clever variation on the archaic human resources its part of her strategy to build a better enterprise. 4. SoFi Joanne Bradford Its tough referring to SoFi as startup after 2015when it raised a cool billion in funds and recruited veteran marketing executive Joanne Bradford. Bradford who served Microsoft Yahoo and Pinterest among others is another of the rare right brain/left-brain CMOs on this list. For starters prior to serving as CMO she was their COOwhich is a testament to her analytical and leadership skills. Her talents were critical in scaling and growth where she has been instrumental in securing new partnerships and growing their member base. Engagement and leveraging Member Success programs were her bread and butter in these efforts and the results are staggering. In her time with SoFi the company has exceeded half a million members. Perhaps the most iconic story about Bradford was locking down the first overtime Super Bowl ad ever. Understanding the value of awareness she created the ad on a shoestring budget of $10000 and filmed it in under a week. Due to her efforts SoFis brand awareness has grown more than 10-fold in just three years. A Dynamic Future for Marketing Competition in the marketing space is fiercer than ever as the field becomes more sophisticated and analytical. Thats not to discount creativity howeverits as essential as ever before. But in the 21st century creativity has to be fueled by data (and vice versa) in order to create the perfect storm for business growth and development. This mantra is well understood by these four women who are paving the way for the future of marketing. The smart marketer will make sure to follow their lead coupling left- and right-brain innovation to deliver dynamic powerful results for their brands. The post Meet 4 Female CMOs Paving The Way For The Future of Marketing appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
a bar chart showing the percentage of online marketers using social media for their business
Affordable, Stat-Based Retail Strategy for Your Agency's Clients
Affordable Stat-Based Retail Strategy For Your Agency’s Clients https://ift.tt/2VveYzn Posted by MiriamEllis Retail clients are battling tough economics offline and tough competitors online. They need every bit of help your agency can give them. I was heartened when 75 percent of the 1400 respondents to the Moz State of Local SEO Industry Report 2019 shared that they contribute to offline strategy recommendations either frequently or at least some of the time. I cant think of a market where good and relatively inexpensive experiments are more needed than in embattled retail. The ripple effect of a single new idea offered up generously can spread out to encompass new revenue streams for the client and new levels of retention for your agency. And thats why win-win seemed written all over three statistics from a 2018 Yes Marketing retail survey when I read it because they speak to motivating about one quarter to half of 1000 polled customers without going to any extreme expense. Take a look: I highly recommend downloading Yes Marketings complete survey which is chock-full of great data but today lets look at just three valuable stats from it to come up with an actionable strategy you can gift your offline retail clients at your next meeting. Getting it right: A little market near me For the past 16 years Ive been observing the local business scene with a combination of professional scrutiny and personal regard. Im inspired by businesses that open and thrive and am saddened by those that open and close. Right now Im especially intrigued by a very small independently-owned grocery store which set up shop last year in what Ill lovingly describe as a rural half-a-horse town not far from me. This locale has a single main street with less than 20 businesses on it but Im predicting the shops ultimate success based on several factors. A strong one is that the community is flanked by several much larger towns with lots of through traffic and the market is several miles from any competitor. But other factors which match point-for-point with the data in the Yes Marketing survey make me feel especially confident that this small business is going to get it right. Encourage your retail clients to explore the following tips. 1) The store is visually appealing 4358 percent of Yes Marketings surveyed retail customers say theyd be motivated to shop with a retailer who has cool product displays murals etc. Retail shoppers of all ages are seeking appealing experiences. At the market near me there are many things going on in its favor. The building is historic on the outside and full of natural light on this inside and the staff sets up creative displays such as all of the ingredients you need to make a hearty winter soup gathered up on a vintage table. The Instagram crowd can have selfie fun here and more mature customers will appreciate the aesthetic simplicity of this uncluttered human-scale shopping experience. For your retail clients it wont break the bank to become more visually appealing. Design cues are everywhere! Share these suggestions with a worthy client: Basic cleanliness is the starting point This is an old survey but I think were safe to say that at least 45 percent of retail customers are still put off by dirty premises especially restrooms. Janitorial duties are already built into the budget of most businesses and only need to be accomplished properly. I continuously notice how many reviewers proclaim the word clean when a business deserves it. Inspiration is affordable Whatever employees are already being paid is the cost of engaging them to lend their creativity to creating merchandise displays that draw attention and/or solve problems. My hearty winter soup example is one idea (complete with boxed broth pasta veggies bowlsand cookware). For your retail client? It might be everything a consumer needs to recover from a cold (medicine citrus fruit electric blanket herbal tea tissue a paperback a sympathetic stuffed animal etc.). Or everything one needs to winterize a car take a trip to a beach build a beautiful window box or pamper a pet. Retailers can inexpensively encourage the hidden artistic talents in staff. Feeling stuck? The Internet is full of free retail display tips design magazines cost a few bucks and your clients cable bills already cover a subscription to channels like HGTV and the DIY network that trade on style. A client who knows that interior designers are all using grey-and-white palettes and that one TV ad after another features women wearing denim blue with aspen yellow right now is well on their way to catching customers eyes. Aspiring artists live near your client and need work The national average cost to have a large wall mural professionally painted is about $8000 with much less expensive options available. Some retailers even hold contests surrounding logo design and an artist near your client may work quite inexpensively if they are trying to build up their portfolio. I cant predict how long the Instagram mural trend will last but wall art has been a crowd-pleaser since Paleolithic times. Any shopper who stops to snap a photo of themselves has been brought in close proximity to your front door. I pulled this word cloud out of the reviews of the little grocery store: While your clients industries and aesthetics will vary tell them they can aim for a similar positive response from at least 49 percent of their customers with a little more care put into the shopping environment. 2) The store offers additional services beyond the sale of products 1940 percent of survey respondents are influenced by value-adds. Doubtless youve seen the TV commercials in which banks double as coffee houses to appeal to the young and small hardware chains emphasize staff expertise over loneliness in a warehouse. Thats what this is all about and it can be done at a smaller scale without overly-strapping your retail clients. At the market near me reviews like this are coming in: The market has worked out a very economic arrangement with a massage therapist who can build up their clientele out of the deal so its a win for everybody. For your retail clients sharing these examples could inspire appealing added services: A small pet food chain is offering health consults in addition to selling merchandise. Even small clothing boutiques can provide personal styling sessions. I know of a particular auto parts store where salespeople show you how to change windshield wipers and headlight bulbs for free and it brings our household back almost every time.. Its common for shops like toy stores to have kids birthday clubs but sophisticated businesses offer loyalty programs too I wroteabout offering shippinglast year as an additional service with self-evident value in this age of convenience. The cost of these efforts is either the salary of an employee nominal or free. 3) The store hosts local events 2036 percent of customers feel the appeal of retailers becoming destinations for things to learn and do. Coincidentally this corresponds with two of the tasks Google dubbed micro-moments a couple of years back and while not everyone loves that terminology we can at least agree that large numbers of people use the Internet to discover local resources. At the market near me theyre doing open-mic readings and this is a trend in many cities to which Google Calendar attests: For your clients the last two words of that event description are key. When theres a local wish to build community retail businesses can lend the space and the stage. This can look like: Any type of class like these ones that teach how to operate an appliance or machinery how to re-skill at something like wilderness survival or how to cook/make things. Any type of event like the open mic night Ive cited above or celebrations or appearances by well-known locals such as authors or ongoing club meetups. Any type of special appeal like this recycling deal gifting participants $20 off new jeans if they donate their old ones or housing a drop-off point for light bulbs batteries or charitable giving or hosting the kick-off of a neighborhood cleanup with some added benefit to participants like a breakfast or discount. Again costs here can be quite modest and youll be bringing the community together under the banner of your business. Putting it in writing The last item on the budget for any of these ventures is whatever it costs to publicize it. For sure your client will want: A homepage announcement and/or one or more blog posts Google Posts Q&A photos and related features Social mentions If the concept is large enough (or the community is small) some outreach to local news in hopes of a write-up and inclusion of local/social calendars Link building would be great if the client can afford a reasonable investment in your services where necessary And of course be sure your clients local business listings are accurate so that newcomers arent getting lost on their way to finding the cool new offering Getting the word out about events features and other desirable attributes dont have to be exorbitant but it will put the finishing touch on ensuring a community knows the business is ready to offer the desired experience. Seeing opportunity Sometimes youll find yourself in a client meeting and things will be a bit flat. Maybe the client has been disengaged from your contract lately or sales have been leveling out for lack of new ideas. Thats the perfect time to put something fresh on the table demonstrating that youre thinking about the clients whole picture beyond CTR and citations. One thing that I find to be an inspiring practice for agencies is to do an audit of competitors reviews looking for holes In many communities shopping is really dull and reviews reflect that with few shoppers feeling genuinely excited by a particular verticals local offerings. Your client could be the one to change that with a little extra attention from you. Every possibility wont be the perfect match for every business but if you can help the company see a new opportunity the few minutes spent brainstorming could benefit you both. Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
Why Done is Better Than Perfect is Now a Broken and Unworkable Philosophy https://ift.tt/2BXwVPs  Facebooks mantra for developers has long been Move Fast and Break Things.  This idea of doing something even if its not ideal was also adopted by Facebooks Sheryl Sandberg who serves as the tech Oprah for millions of people. Her version of the slogan is Done is Better than Perfect.  In the startup and personal brand worlds the premise of just ship it is dogma so universally embraced that it joins the hustle mantra to form the twin peaks of self-actualization.  Even acknowledged genius Seth Godin advocated for releasing work with known flaws. In his book Poke the Box Godin urged readers to behave more like computer programmers shipping out minimum viable products and improving them in real time. In this way at least when he wrote the book in 2010/2011 Godin was aligned with the Facebook approach of anything goes as long as it goes.  And in those days  just 8 or 9 years but seemingly a lifetime ago  customers were wandering around in slack-jawed wonderment giddy about all the new innovations that improved their lives.  In 2010 alone Facebook passed Google to become the most-visited website making social networking fully mainstream.  The iPad was launched creating a whole new computing category.  Foursquare got popular kicking off the notion of location-based personalization.  Microsoft Kinect appeared for the Xbox 360 taking the your body is the controller trend up a level after it was created by Nintendos Wii.  The Apple app store took off ushering in a whole new way to get software and media.  Netflix became the #1 app for iPhone in 2010 making portable streaming viable for all.  Groupon was Time Magazines #2 iPhone app for 2010 popularizing the daily deals business model.  In short technology and customer experience advances were MASSIVE in this period with meaningful shifts in consumer computing connectivity and entertainment.  And in this period a philosophy of Done is Better Than Perfect may have added up. The public was justifiably blown away by the scope and scale of these advances so if the Kinect was a little buggy or the app store was hard to figure out  whatever. Its worth fighting the frustration to get access to something that has a fundamental impact on how you interact with others or spend time.  Today however the scope and scale of the advances are primarily in the same but more and same but a little better category. Bigger TVs. Faster streaming. Some AR/VR frosting on the same old cake. A paradox of choice at every turn. Even what is billed as new isnt all that new these days.  And for their part its vastly more difficult to shock and awe consumers today. All the amazing advances of the recent past have raised the bar again and again and again such that customer expectations are higher than ever and continue to escalate.  I vividly remember when the Taco Bell restaurant in my town went to 24-hours-a-day. It was like a magic trick performed with refried beans and a talking Chihuaha. Now everything is 24-hours-a-day and I couldnt care less. I expect it now.  When Zappos popularized free two-way shipping? We throw around the term game-changer with regularity but that actually altered the fabric of e-commerce forever. Today most online stores offer free two-way shipping. They cant NOT do it because consumers expect it.  This is the yoke of customer experience and why CX optimization is so hard in companies. CX is one of the only elements of business where consumer expectations go up and up and up. What was a remarkable customer experience three years ago is commonplace today.  Simultaneously the long-running economic expansion has also helped shape how and why customers buy. When times are bad price becomes the primary criterion. But when times are good consumers take other attributes into account when making a decision. And these days customer experience is a driving factor in more and more and more purchases.  Research from Walker suggests that customer experience will be the deciding factor in a MAJORITY of B2B purchases by next year.  A research study from PwC shows that 75% of Americans say customer experience is an important factor in their buying decisions.  Further consumers will pay up to a 16% price premium for a great experience.  And 63% of consumers say theyd provide more personal data in exchange for better CX.  In this present-day era where consumers are making decisions that are significantly dictated by customer experience how in the world do you justify putting a product or service into the marketplace that is knowingly less than great?  The whole idea of Done is Better Than Perfect is that speed trumps quality. But today if you make that trade-off you are strategically and purposefully sacrificing customer experience for nimbleness. That may accomplish corporate goals. and may help you cross some parking lot items off your next 2-week product dev sprint but it does NOT serve the customer.  Right now  and at least until the economy turns markedly worse  customers want it ALL. They want it fast and they want it great. To give them something less than your best because youve convinced yourself that okay is adequate as long as youre moving fast is counter-cyclical at best and ritual business suicide at worst.  The entire wheelbarrow of startup culture thinking that prioritizes progress over making the customers job easier has merit when consumers are genuinely delighted that your new thing finally exists (even imperfectly). But those days are long past. And thus until further notice its time to put a giant fork in Done is Better Than Perfect and similar claptrap for they are well and truly past their prime.  The post Why Done is Better Than Perfect is Now a Broken and Unworkable Philosophy appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting. Shit Happens, Good Things, Customer Experience, Something To Do, Shock And Awe, Oprah
Done is better than perfect is now a broken philosophy.
Why Done is Better Than Perfect is Now a Broken and Unworkable Philosophy https://ift.tt/2BXwVPs Facebooks mantra for developers has long been Move Fast and Break Things. This idea of doing something even if its not ideal was also adopted by Facebooks Sheryl Sandberg who serves as the tech Oprah for millions of people. Her version of the slogan is Done is Better than Perfect. In the startup and personal brand worlds the premise of just ship it is dogma so universally embraced that it joins the hustle mantra to form the twin peaks of self-actualization. Even acknowledged genius Seth Godin advocated for releasing work with known flaws. In his book Poke the Box Godin urged readers to behave more like computer programmers shipping out minimum viable products and improving them in real time. In this way at least when he wrote the book in 2010/2011 Godin was aligned with the Facebook approach of anything goes as long as it goes. And in those days just 8 or 9 years but seemingly a lifetime ago customers were wandering around in slack-jawed wonderment giddy about all the new innovations that improved their lives. In 2010 alone Facebook passed Google to become the most-visited website making social networking fully mainstream. The iPad was launched creating a whole new computing category. Foursquare got popular kicking off the notion of location-based personalization. Microsoft Kinect appeared for the Xbox 360 taking the your body is the controller trend up a level after it was created by Nintendos Wii. The Apple app store took off ushering in a whole new way to get software and media. Netflix became the #1 app for iPhone in 2010 making portable streaming viable for all. Groupon was Time Magazines #2 iPhone app for 2010 popularizing the daily deals business model. In short technology and customer experience advances were MASSIVE in this period with meaningful shifts in consumer computing connectivity and entertainment. And in this period a philosophy of Done is Better Than Perfect may have added up. The public was justifiably blown away by the scope and scale of these advances so if the Kinect was a little buggy or the app store was hard to figure out whatever. Its worth fighting the frustration to get access to something that has a fundamental impact on how you interact with others or spend time. Today however the scope and scale of the advances are primarily in the same but more and same but a little better category. Bigger TVs. Faster streaming. Some AR/VR frosting on the same old cake. A paradox of choice at every turn. Even what is billed as new isnt all that new these days. And for their part its vastly more difficult to shock and awe consumers today. All the amazing advances of the recent past have raised the bar again and again and again such that customer expectations are higher than ever and continue to escalate. I vividly remember when the Taco Bell restaurant in my town went to 24-hours-a-day. It was like a magic trick performed with refried beans and a talking Chihuaha. Now everything is 24-hours-a-day and I couldnt care less. I expect it now. When Zappos popularized free two-way shipping? We throw around the term game-changer with regularity but that actually altered the fabric of e-commerce forever. Today most online stores offer free two-way shipping. They cant NOT do it because consumers expect it. This is the yoke of customer experience and why CX optimization is so hard in companies. CX is one of the only elements of business where consumer expectations go up and up and up. What was a remarkable customer experience three years ago is commonplace today. Simultaneously the long-running economic expansion has also helped shape how and why customers buy. When times are bad price becomes the primary criterion. But when times are good consumers take other attributes into account when making a decision. And these days customer experience is a driving factor in more and more and more purchases. Research from Walker suggests that customer experience will be the deciding factor in a MAJORITY of B2B purchases by next year. A research study from PwC shows that 75% of Americans say customer experience is an important factor in their buying decisions. Further consumers will pay up to a 16% price premium for a great experience. And 63% of consumers say theyd provide more personal data in exchange for better CX. In this present-day era where consumers are making decisions that are significantly dictated by customer experience how in the world do you justify putting a product or service into the marketplace that is knowingly less than great? The whole idea of Done is Better Than Perfect is that speed trumps quality. But today if you make that trade-off you are strategically and purposefully sacrificing customer experience for nimbleness. That may accomplish corporate goals. and may help you cross some parking lot items off your next 2-week product dev sprint but it does NOT serve the customer. Right now and at least until the economy turns markedly worse customers want it ALL. They want it fast and they want it great. To give them something less than your best because youve convinced yourself that okay is adequate as long as youre moving fast is counter-cyclical at best and ritual business suicide at worst. The entire wheelbarrow of startup culture thinking that prioritizes progress over making the customers job easier has merit when consumers are genuinely delighted that your new thing finally exists (even imperfectly). But those days are long past. And thus until further notice its time to put a giant fork in Done is Better Than Perfect and similar claptrap for they are well and truly past their prime. The post Why Done is Better Than Perfect is Now a Broken and Unworkable Philosophy appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
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The Definitive Guide to Instagram Affiliate Marketing
The Definitive Guide to Instagram Affiliate Marketing https://ift.tt/2Xs8ovh One of the ways in which influencers from all industries are trying to monetize their social media influence is through Instagram affiliate marketing. With Instagram becoming so popular globally and having an active and engaging audienceInstagram affiliate marketing is one of the top ways in which influencers can monetize their social media followings 1... Read More The post The Definitive Guide to Instagram Affiliate Marketing authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
a man sitting next to a phone with the text 8 cosyy facebook ad mistakes and how to avoid them
8 Costly Facebook Ad Mistakes and How to Avoid Them : Social Media Examiner
8 Costly Facebook Ad Mistakes and How to Avoid Them https://ift.tt/2EBtqA4 Are you making Facebook ad mistakes that could be eating away at your marketing budget? Are your ads helping Facebook more than theyre helping your business? In this article youll discover the most common mistakes made with Facebook ads and how to resolve them from top Facebook advertising experts. #1: Testing Multiple Interests in a The post 8 Costly Facebook Ad Mistakes and How to Avoid Them appeared first on Social Media Marketing | Social Media Examiner.
How to Write Instagram Captions That Improve Engagement https://ift.tt/2GMC9BT   Do you want to improve your Instagram post engagement? Wondering how to write strong Instagram captions that move people to action? In this article youll discover how to create appealing Instagram captions that clearly communicate your marketing messages and encourage people to act. Why Instagram Captions Matter for Marketers On occasion youll see celebrities or  The post How to Write Instagram Captions That Improve Engagement appeared first on Social Media Marketing | Social Media Examiner.
How to Write Instagram Captions That Improve Engagement : Social Media Examiner
How to Write Instagram Captions That Improve Engagement https://ift.tt/2GMC9BT Do you want to improve your Instagram post engagement? Wondering how to write strong Instagram captions that move people to action? In this article youll discover how to create appealing Instagram captions that clearly communicate your marketing messages and encourage people to act. Why Instagram Captions Matter for Marketers On occasion youll see celebrities or The post How to Write Instagram Captions That Improve Engagement appeared first on Social Media Marketing | Social Media Examiner.
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Advanced Linkbuilding: How to Find the Absolute Best Publishers and Writers to Pitch
Advanced Linkbuilding: How to Find the Absolute Best Publishers and Writers to Pitch https://ift.tt/2Sr5uDg Posted by KristinTynski In my last post I explained how using network visualization tools can help you massively improve your content marketing PR/Outreach strategy understanding which news outlets have the largest syndication networks empowers your outreach team to prioritize high-syndication publications over lower syndication publications. The result? The content you are pitching enjoys significantly more widespread link pickups. Today Im going to take you a little deeper we'll be looking at a few techniques for forming an even better understanding of the publisher syndication networks in your particular niche.I've broken this technique into two parts: Technique One Leveraging Buzzsumo influencer data and twitter scraping to find the most influential journalists writing about any topic Technique Two Leveraging the Gdelt Dataset to reveal deep story syndication networks between publishers using in-context links. Why do this at all? If you are interested in generating high-value links at scale these techniques provide an undeniable competitive advantage they help you to deeply understand how writers and news publications connect and syndicate to each other. In our opinion at Fractl data-driven content stories that have strong news hooks finding writers and publications who would find the content compelling and pitching them effectively is the single highest ROI SEO activity possible. Done correctly it is entirely possible to generate dozens sometimes even hundreds or thousands of high-authority links with one or a handful of content campaigns. Let's dive in. Using Buzzsumo to understand journalist influencer networks on any topic First you want to figure out who your topc influencers are your a topic. A very handy feature of Buzzsumo is its influencers tool. You can locate it on the influences tab then follow these steps: Select only Journalists. This will limit the result to only the Twitter accounts of those known to be reporters and journalists of major publications. Bloggers and lower authority publishers will be excluded. Search using a topical keyword. If it is straightforward one or two searches should be fine. If it is more complex create a few related queries and collate the twitter accounts that appear in all of them. Alternatively use the Boolean "and/or" in your search to narrow your result. It is critical to be sure your search results are returning journalists that as closely match your target criteria as possible. Ideally you want at least 100 results. More is generally better so long as you are sure the results represent your target criteria well. Once you are happy with your search result click export to grab a CSV. The next step is to grab all of the people each of these known journalist influencers follows the goal is to understand which of these 100 or so influencers impacts the other 100 the most. Additionally we want to find people outside of this group that many of these 100 follow in common. To do so we leveraged Twint a handy Twitter scraper available on Github to pull all of the people each of these journalist influencers follow.Using our scraped data we built anedge list which allowed us to visualize the result in Gephi. Here is an interactive version for you to explore and here is a screenshot of what it looks like: This graph shows us which nodes (influencers) have the most In-Degree links. In other words: it tells us who of our media influencers is most followed. These are the top 10 nodes: @maiasz Radley Balko (@radleybalko) Opinion journalist Washington Post @johannhari101 @davidkroll @narcomania @milbank @samquinones7 @felicejfreyer @jeannewhalen @ericbolling Who is the most influential? Using the Betweenness Centrality score given by Gephi we get a rough understanding of which nodes (influencers) in the network act as hubs of information transfer. Those with the highest "Betweenness Centrality" can be thought of as the connectors of the network. These are the top 10 influencers: Maia Szalavitz (@maiasz) Neuroscience Journalist VICE and TIME Radley Balko (@radleybalko) Opinion journalist Washington Post Johann Hari (@johannhari101) New York Times best-selling author David Kroll (@davidkroll) Freelance healthcare writer Forbes Heath Max Daly (@Narcomania) Global Drugs Editor VICE Dana Milbank (@milbank)Columnist Washington Post Sam Quinones (@samquinones7) Author Felice Freyer (@felicejfreyer) Boston Globe Reporter Mental health and Addiction Jeanne Whalen (@jeannewhalen) Business Reporter Washington Post Eric Bolling (@ericbolling) New York Times best-selling author @maiasz @davidkroll and @johannhari101 are standouts. There's considerable overlap between the winners in "In-Degree" and "Betweenness Centrality" but they are still quite different. What else can we learn? The middle of the visualization holds many of the largest sized nodes. The nodes in this view are sized by "In-Degree." The large centrally located nodes are disproportionately followed by other members of the graph and enjoy popularity across the board (from many of the other influential nodes). These are journalists commonly followed by everyone else. Sifting through these centrally located nodes will surface many journalists who behave as influencers of the group initially pulled from BuzzSumo. So if you had a campaign about a niche topic you could consider pitching to an influencer surfaced from this data according to our the visualization an article shared in their network would have the most reach and potential ROI Using Gdelt to find the most influential websites on a topic with in-context link analysis The first example was a great way to find the best journalists in a niche to pitch to but top journalists are often the most pitched to overall. Often times it can be easier to get a pickup from less known writers at major publications. For this reason understanding which major publishers are most influential and enjoy the widest syndication on a specific theme topic or beat can be majorly helpful. By using Gdelts massive and fully comprehensive database of digital news stories along with Google BigQuery and Gephi it is possible to dig even deeper to yield important strategic information that will help you prioritize your content pitching. We pulled all of the articles in Gdelts database that are known to be about a specific theme within a given timeframe. In this case (as with the previous example) we looked at "behaviour health." For each article we found in Gdelts database that matches our criteria we also grabbed links found only within the context of the article. Here is how it is done: Connect to Gdelt on Google BigQuery you can find a tutorial here. Pull data from Gdelt.You can use this command: SELECT DocumentIdentifierV2ThemesExtrasSourceCommonNameDATE FROM [gdelt-bq:gdeltv2.gkg] where (V2Themes like '%Your Theme%'). Select any theme you find here just replace the part between the percentages. To extract the links found in each article and build an edge file. This can be done with a relatively simple python script to pull out all of the <PAGE_LINKS> from the results of the query clean the links to only show their root domain (not the full URL) and put them into an edge file format. Note: The edge file is made up of Source-->Target pairs. The Source is the article and the Target are the links found within the article. The edge list will look like this: Article 1 First link found in the article. Article 1 Second link found in the article. Article 2 First link found in the article. Article 2 Second link found in the article. Article 2 Third link found in the article. From here the edge file can be used to build a network visualization where the nodes publishersand the edges between them represent the in-context links found from our Gdelt data pull around whatever topic we desired. This final visualization is a network representation of the publishers who have written stories about addiction and where those stories link to. What can we learn from this graph? This tells us which nodes (Publisher websites) have the most In-Degree links. In other words: who is the most linked. We can see that the most linked-to for this topic are: tmz.com people.com cdc.gov cnn.com go.com nih.gov ap.org latimes.com jamanetwork.com nytimes.com Which publisher is most influential? Using the "Betweenness Centrality" score given by Gephi we get a rough understanding of which nodes (publishers) in the network act as hubs of information transfer. The nodes with the highest "Betweenness Centrality" can be thought of as the "connectors" of the network. Getting pickups from these high-betweenness centrality nodes gives a much greater likelihood of syndication for that specific topic/theme. Dailymail.co.uk Nytimes.com People.com CNN.com Latimes.com washingtonpost.com usatoday.com cvslocal.com huffingtonpost.com sfgate.com What else can we learn? Similar to the first example the higher the betweenness centrality numbers number of In-degree links and the more centrally located in the graph the more important that node can generally be said to be. Using this as a guide the most important pitching targets can be easily identified. Understanding some of the edge clusters gives additional insights into other potential opportunities. Including a few clusters specific to different regional or state local news and a few foreign language publication clusters. Wrapping up Ive outlined two different techniques we use at Fractl to understand the influence networks around specific topical areas both in terms of publications and the writers at those publications. The visualization techniques described are not obvious guides but instead are tools for combing through large amounts of data and finding hidden information. Use these techniques to unearth new opportunities and prioritize as you get ready to find the best places to pitch the content youve worked so hard to create. Do you have any similar ideas or tactics to ensure you're pitching the best writers and publishers with your content? Comment below! Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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Social Media Marketing Archives
Social Media Audience: Your Audience Might Not Be Where You Think They Are https://ift.tt/2E8AO4C Marketing is the science of influencing buying decisions by convincing your customers that they need what you are selling no matter if its a product or a service. In this day and age marketing is at the heart of the economy after all there are simply far too many products and services for... Read More The post Social Media Audience: Your Audience Might Not Be Where You Think They Are authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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How to Build a Successful Instagram Ad Campaign With Only $5 a Day : Social Media Examiner
How to Build a Successful Instagram Ad Campaign With Only $5 a Day https://ift.tt/2Ew0yJs Want to do more with Instagram ads? Wondering how to create an affordable Instagram ad campaign that runs automatically? In this article youll discover how to create and run a self-sustaining Instagram ad sequence that converts followers into customers for as little as $5 per day. #1: Identify Your Most Engaging Instagram Posts Lets dive The post How to Build a Successful Instagram Ad Campaign With Only $5 a Day appeared first on Social Media Marketing | Social Media Examiner.
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We Dipped Our Toes Into Double Featured Snippets
We Dipped Our Toes Into Double Featured Snippets https://ift.tt/2Xlklmh Posted by TheMozTeam This post was originally published on the STAT blog. Featured snippets a vehicle for voice search and the answers to our most pressing questions have doubled on the SERPs but not in the way we usually mean. This time instead of appearing on two times the number of SERPS two snippets are appearing on the same SERP. Hoo! In all our years of obsessively stalking snippets this is one of the first documented cases of them doing something a little different. And we are here for it. While its still early days for the double-snippet SERP were giving you everything weve got so far. And the bottom line is this: double the snippets mean double the opportunity. Google's case for double-snippet SERPs The first time we heard mention of more than one snippet per SERP was at the end of January in Googles reintroduction to featured snippets. Not yet launched details on the feature were a little sparse. We learned that theyre to help people better locate information and may also eventually help in cases where you can get contradictory information when asking about the same thing but in different ways. Thankfully we only had to wait a month before Google released them into the wild and gave us a little more insight into their purpose. Calling them multifaceted featured snippets (a definition were not entirely sure were down with) Google explained that theyre currently serving multi-intent queries which are queries that have several potential intentions or purposes associated and will eventually expand to queries that need more than one piece of information to answer. With that knowledge in our back pocket lets get to the good stuff. The double snippet rollout is starting off small Since the US-en market is Googles favorite testing ground for new features and the largest locale being tracked in STAT it made sense to focus our research there. We chose to analyze mobile SERPs over desktop because of Googles (finally released) mobile-first indexing and also because thats where Google told us they were starting. After waiting for enough two-snippet SERPs to show up so we could get our (proper) analysis on we pulled our data at the end March. Out of the mobile keywords currently tracking in the US-en market in STAT 122501 had a featured snippet present and of those 1.06 percent had more than one to its name. With only 1299 double-snippet SERPs to analyze we admit that our sample size is smaller than our big data nerd selves would like. That said it is indicative of how petite this release currently is. Two snippets appear for noun-heavy queries Our first order of business was to see what kind of keywords two snippets were appearing for. If we can zero in on what Google might deem multi-intent then we can optimize accordingly. By weighting our double-snippet keywords by tf-idf we found that nouns such as insurance computer job and surgery were the primary triggers like in [general liability insurance policy] and [spinal stenosis surgery]. Its important to note that we dont see this mirrored in single-snippet SERPs. When we refreshed our snippet research in November 2017 we saw that snippets appeared most often for how followed closely by does to what and is. These are all words that typically compose full sentence questions. Essentially without those interrogative words Google is left to guess what the actual question is. Take our [general liability insurance policy]keyword as an example does the searcher want to know what a general liability insurance policy is or how to get one? Because of how vague the query is its likely the searcher wants to know everything they can about the topic. And so instead of having to pick Googles finally caught onto the wisdom of the Old El Paso taco girl why not have both? Better leapfrogging and double duty domains Next we wanted to know where youd need to rank in order to win one (or both) of the snippets on this new SERP. This is what we typically call source position. On a single-snippet SERP and ignoring any SERP features Google pulls from the first organic rank 31 percent of the time. On double-snippet SERPs the top snippet pulls from the first organic rank 24.84 percent of the time and the bottom pulls from organic ranks 510 more often than solo snippets. What this means is that you can leapfrog more competitors in a double-snippet situation than when just one is in play. And when we dug into whos answering all these questions we discovered that 5.70 percent of our double-snippet SERPs had the same domain in both snippets. This begs the obvious question: is your content ready to do double duty? Snippet headers provide clarity and keyword ideas In what feels like the first new addition to the feature in a long time theres now a header on top of each snippet which states the question its set out to answer. With reports of headers on solo snippets (and People also search for boxes attached to the bottom will this madness never end?!) this may be a sneak peek at the new norm. Instead of relying on guesses alone we can turn to these headers for what a searcher is likely looking for well trust in Googles excellent consumer research. Using our [general liability insurance policy] example once more Google points us to what is general liabilities insurance and what does a business insurance policy cover as good interpretations. Because these headers effectively turn ambiguous statements into clear questions we werent surprised to see words like how and what appear in more than 80 percent of them. This trend falls in line with keywords that typically produce snippets which we touched on earlier. So not only does a second snippet mean double the goodness that you usually get with just one it also means more insight into intent and another keyword to track and optimize for. Both snippets prefer paragraph formatting Next it was time to give formatting a look-see to determine whether the snippets appearing in twos behave any differently than their solo counterparts. To do that we gathered every snippet on our double-snippet SERPs and compared them against our November 2017 data back when pairs werent a thing. While Googles order of preference is the same for both paragraphs lists and then tables paragraph formatting was the clear favorite on our two-snippet SERPs. It follows then that the most common pairing of snippets was paragraph-paragraph this appeared on 85.68 percent of our SERPs. The least common at 0.31 percent was the table-table coupling. We can give two reasons for this behavior. One if a query can have multiple interpretations it makes sense that a paragraph answer would provide the necessary space to explain each of them and two Google really doesnt like tables. We saw double-snippet testing in action When looking at the total number of snippets we had on hand we realised that the only way everything added up was if a few SERPs had more than two snippets. And lo! Eleven of our keywords returned anywhere from six to 12 snippets. For a hot minute we were concerned that Google was planning a full-SERP snippet takeover but when we searched those keywords a few days later we discovered that wed caught testing in action. Heres what we saw play out for the keyword [severe lower back pain]: After testing six variations Google decided to stick with the first two snippets. Whether this is a matter of top-of-the-SERP results getting the most engagement no matter what or the phrasing of these questions resonating with searchers the most is hard for us to tell. The multiple snippets appearing for [full-time employment] left us scratching our head a bit: Our best hypothesis is that searchers in Florida NYS Minnesota and Oregon have more questions about full-time employment than other places. But since wed performed a nation-wide search Google seems to have thought better of including location-specific snippets. Share your double-snippet SERP experiences It goes without saying but here we are saying it anyway that well be keeping an eye on the scope of this release and will report back on any new revelations. In the meantime were keen to know what youre seeing. Have you had any double-snippet SERPs yet? Were they in a market outside the US? What keywords were surfacing them? Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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Lawn Care in St Joseph Missouri - Triple T Lawn Care - (816) 294-2330 https://www.youtube.com/watch?v=ZLlNWLsWzkc  Dont spend your valuable time taking care of your lawn! Let Triple T Lawn Care in St. Joseph Mo take care of everything for you. Looking for professional lawn services? If so Triple T Lawn Care Inc. will help you. We offer a wide array of lawn care and landscaping solutions for residential and commercial clients. Allow us to put our experience to work for you. Triple T Lawn Care services the St. Joseph Mo metropolitan area. Lawn Care St. Joseph Mo Getting a lavish green turf requires some time and maintenance. Additionally it demands knowledge and expertise. The lawn care authorities at Triple T Lawn Care take an individualized strategy to looking after your lawn taking into consideration elements such as your grass species sun damage landscape designs pest problems weed concerns and other trouble spots. Our experts are proficient in all kinds of grasses and understand what the most effective mowing and trimming height and frequency is for your particular type of lawn grasses. We are able to adapt your customized lawn care program throughout the year as required. The outside of your property or business is vital providing the first impression to visitors. The lawn upkeep and landscaping specialists at Triple T Lawn Care will help you design and maintain landscape designs and outdoor living areas that will wow your guests and allow you to enjoy more of your outdoor area. At Triple T Lawn Care St. Joseph Mo we dont rely on a one-size-fits-all strategy. We will come out evaluate your property discuss your needs and provide you a customized lawn care or landscaping design plan tailored for your distinct requirements. Triple T Lawn Care offers specialized and economical landscape services to commercial and residential customers in Buchanan County as well as the St. Joseph Mo metro area. However our services go well beyond mowing and trimming your grass or growing and maintaining seasonal plants and flowers. We can easily manage any size or scope of project and can work with you to stay within your budget. Dont spend your energy looking after your lawn! Let Triple T Lawn Care of Saint Joseph Missouri take care of everything for you. Triple T Lawn Care 8702 SE State Rte A St Joseph MO 64508 (816) 294-2330 https://goo.gl/maps/mQZ79wEPJ492 https://ift.tt/2GZEmsJ Lawn Care, Consideration, Lawn Service, Business Requirements, Types Of Lawn, Marketing Strategy
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the new tools for facebook group management with two people smiling and one person looking at the camera
New Facebook Group Management Tools : Social Media Examiner
New Facebook Group Management Tools https://ift.tt/2Sljm1B Welcome to this weeks edition of the Social Media Marketing Talk Show a news show for marketers who want to stay on the leading edge of social media. On this weeks Social Media Marketing Talk Show we explore new Facebook group management tools with special guest Bella Vasta. Watch the Social Media Marketing Talk Show The post New Facebook Group Management Tools appeared first on Social Media Marketing | Social Media Examiner.
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What a Two-Tiered SERP Means for Content Strategy
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The Influence of Voice Search on Featured Snippets
The Influence of Voice Search on Featured Snippets https://ift.tt/2GDuDJp Posted by TheMozTeam This post was originally published on the STAT blog. We all know that featured snippets provide easy-to-read authoritative answers and that digital assistants love to say them out loud when asked questions. This means that featured snippets have an impact on voice search bad snippets or no snippets at all and digital assistants struggle. By that logic: Create a lot of awesome snippets and win the voice search race. Right? Right but theres actually a far more interesting angle to examine one that will help you nab more snippets and optimize for voice search at the same time. In order to explore this we need to make like Doctor Who and go back in time. From typing to talking Back when dinosaurs roamed the earth and queries were typed into search engines via keyboards people adapted to search engines by adjusting how they performed queries. We pulled out unnecessary words and phrases like the of and well and which created truncated requests robotic-sounding searches for a robotic search engine. From this we may be inclined to format all of our best and how to keyword content into lists. But as you can see in the chart above paragraphs and tables are still appearing here and we could be leaving snippets on the table by ignoring them. If we have time well dig into which keywords those formats are a better fit for and why. Get tracking You could be the Wonder Woman of meta descriptions but if you arent optimizing for the right kind of snippets then your contents going to have a harder time getting heard. Building out a voice search-friendly keyword list to track is the first step to lassoing those snippets. Want to learn how you can do that in STAT? Say hello and request a tailored demo. Need more snippets in your life? We dug into Googles double-snippet SERPs for you double the snippets double the fun. Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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Social Media Marketing Archives
Whats New for 2019 in Social Media Lead Generation https://ift.tt/2E3ZsDv Leads and sales are the lifeblood of your business. How can you get more leads? By using social media lead generation. Learn what's new in lead generation. READ MORE >> The post Whats New for 2019 in Social Media Lead Generation authored by Mike Gingerich appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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SEO Channel Context: An Analysis of Growth Opportunities
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Make Sense of Your Data with These Essential Keyword Segments
Make sense of your data with these essential keyword segments https://ift.tt/2NhLLop Posted by TheMozTeam This blog post was originally published on the STAT blog. The first step to getting the most out of your SERP data is smart keyword segmentation it surfaces targeted insights that will help you make data-driven decisions. But knowing what to segment can feel daunting especially when youre working with thousands of keywords. Thats why were arming you with a handful of must-have tags. Follow along as we walk through the different kinds of segments in STAT how to create them and which tags youll want to get started with. Youll be a fanciful segment connoisseur by the time were through! Segmentation in STAT In STAT keyword segments are called tags and come as two different types: standard or dynamic. Standard tags are best used when you want to keep specific keywords grouped together because of shared characteristics like term (brand product type etc) location or device. Standard tags are static so the keywords that populate those segments wont change unless you manually add or remove them. Dynamic tags on the other hand are a fancier kind of tag based on filter criteria. Just like a smart playlist dynamic tags automatically populate with all of the keywords that meet said criteria such as keywords with a search volume over 500 that rank on page one. This means that the keywords in a dynamic tag arent forever theyll filter in and out depending on the criteria youve set. How to create a keyword segment Tags are created in a few easy steps. At the Site level pop over to the Keywords tab click the down arrow on any table column header and then select Filter keywords. From there you can select the pre-populated options or enter your own metrics for a choose-your-own-filter adventure. Once your filters are in place simply click Tag All Filtered Keywords enter a new tag name and then pick the tag type best suited to your needs standard or dynamic and voila! Youve created your very own segment. Segments to get you started Now that you know how to set up a tag its time to explore some of the different segments you can implement and the filter criteria youll need to apply. Rank and rank movement Tracking your rank and ranking movements with dynamic tags will give you eyeballs on your keyword performance making it easy to monitor and report on current and historical trends. Theres a boatload of rank segments you can set up but heres just a sampling to get you started: Keywords ranking in position 13; this will identify your top performing keywords. Keywords ranking in position 1115; this will suss out the low-hanging top of page two fruit in need of a little nudge. Keywords with a rank change of 10 or more (in either direction); this will show you keywords that are slipping off or shooting up the SERP. Appearance and ownership of SERP features Whether theyre images carousels or news results SERP features have significantly altered the search landscape. Sometimes they push you down the page and other times like when you manage to snag one they can give you a serious leg up on the competition and drive loads more traffic to your site. Whatever industry-related SERP features that you want to keep apprised of you can create dynamic tags that show you the prevalence and movement of them within your keyword set. Segment even further for tags that show which keywords own those features and which have fallen short. Below are a few segments you can set up for featured snippets and local packs. Featured snippets Everyones favourite SERP feature isnt going anywhere anytime soon so it wouldnt be a bad idea to outfit yourself with a snippet tracking strategy. You can create as many tags as there are snippet options to choose from: Keywords with a featured snippet. Keywords with a paragraph list table and/or carousel snippet. Keywords with an owned paragraph list table and/or carousel snippet. Keywords with an unowned paragraph list table and/or carousel snippet. The first two will allow you to see over-arching snippet trends while the last two will chart your ownership progress. If you want to know the URL thats won you a snippet just take a peek at the URL column. Local packs If youre a brick and mortar business we highly advise creating tags for local packs since they provide a huge opportunity for exposure. These two tags will show you which local packs you have a presence in and which you need to work on Keywords with an owned local pack. Keywords with an unowned local pack. Want all the juicy data squeezed into a local pack like whos showing up and with what URL? We created the Local pack report just for that. Landing pages subdomains and other important URLs Whether youre adding new content or implementing link-building strategies around subdomains and landing pages dynamic tags allow you to track and measure page performance see whether your searchers are ending up on the pages you want and match increases in page traffic with specific keywords. For example are your informational intent keywords driving traffic to your product pages instead of your blog? To check a tag that includes your blog URL will pull in each post that ranks for one of your keywords. Try these three dynamic tags for starters: Keywords ranking for a landing page URL. Keywords ranking for a subdomain URL. Keywords ranking for a blog URL. Is a page not indexed yet? Thats okay. You can still create a dynamic tag for its URL and keywords will start appearing in that segment when Google finally gets to it. Location location location Google cares a lot about location and so should you which is why keyword segments centred around location are essential. You can tag in two ways: by geo-modifier and by geo-location. For these its better to go with the standard tag as the search term and location are fixed to the keyword. Geo-modifier A geo-modifier is the geographical qualifier that searchers manually include in their query like in [sushi near me]. We advocate for adding various geo-modifiers to your keywords and then incorporating them into your tagging strategy. For instance you can segment by: Keywords with in [city] in them. Keywords with near me in them. The former will show you how you fare for city-wide searches while the latter will let you see if youre meeting the needs of searchers looking for nearby options. Geo-location Geo-location is where the keyword is being tracked. More tracked locations mean more searchers SERPs to sample. And the closer you can get to searchers standing on a street corner the more accurate those SERPs will be. This is why we strongly recommend you track in multiple pin-point locations in every market you serve. Once youve got your tracking strategy in place get your segmentation on. You can filter and tag by: Keywords tracked in specific locations; this will let you keep tabs on geographical trends. Keywords tracked in each market; this will allow for market-level research. Search volume & cost-per-click Search volume might be a contentious metric thanks to Googles close variants but having a decent idea of what its up to is better than a complete shot in the dark. We suggest at least two dynamic segments around search volume: Keywords with high search volume; this will show which queries are popular in your industry and have the potential to drive the most traffic. Keywords with low search volume; this can actually help reveal conversion opportunities remember long-tail keywords typically have lower search volumes but higher conversion rates. Tracking the cost-per-click of your keywords will also bring you and your PPC team tonnes of valuable insights youll know if youre holding the top organic spot for an outrageously high CPC keyword. As with search volume tags for high and low CPC should do you just fine. High CPC keywords will show you where the competition is the fiercest while low CPC keywords will surface your easiest point of entry into the paid game queries you can optimize for with less of a fight. Device type From screen size to indexing desktop and smartphones produce substantially different SERPs from one another making it essential to track them separately. So filter and tag for: Keywords tracked on a desktop. Keywords tracked on a smartphone. Similar to your location segments its best to use the standard tag here. Go crazy with multiple filters Weve shown you some really high-level segments but you can actually filter down your keywords even further. In other words you can get extra fancy and add multiple filters to a single tag. Go as far as high search volume branded keywords triggering paragraph featured snippets that you own for smartphone searchers in the downtown core. Phew! Want to make talk shop about segmentation or see dynamic tags in action? Say hello (dont be shy) and request a demo. Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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6 Digital Marketing Trends for 2019
6 Digital Marketing Trends for 2019 and How to Adopt Them https://ift.tt/2Sdrf9y While the way that businesses have used marketing campaigns over the years has changed the reasons have not. Every business wants to reach their ideal customer just when that customer needs it. With the constant flux of new technologies the way that companies need to reach these customers has to evolve to make up the difference. Here are a few tips to help pull your business marketing into the new year and get you more business. Digital Marketing Trend #1: Omnichannel Marketing Todays consumer uses multiple channels to research compare buy from and interact with businesses. These can be both online and offline channels and the latter include your own website as well as Amazon eBay Facebook etc. Connecting the dots between multiple channels ensuring consistent user experience and encouraging the consumer to engage with your brand at every touchpoint across multiple channels is called omnichannel marketing. The newest research study by BigCommerce offers a detailed look into how different generations of consumers approach omnichannel shopping as well as what they expect from brands throughout their buyers journey. The takeaways from the study are very interesting: These days nobody shops exclusively through a single medium Younger generations use all kinds of media to purchase products but they also know no other way to shop Younger generations shop in physical stores considerably less (Only 9.6% of Gen Z reports buying items in a physical store) they are more likely to return products and they value speed and ease of shopping experience With omnichannel presence becoming an expected shopping experience ensure your product placement everywhere you can. Its not just about outright selling: Being everywhere means brand recognizability which is another solid way to increase your ROI in the long run. The most obvious channel your brand needs to be include: Facebook and Instagram (including FacebookInstagram ads) Amazon (Remember: Amazon is also a search and product discovery channel so you need to be in its algorithm) Googles Shopping Actions: Googles multi-channel platform that ensures your buyers consistent experience whichever medium they use to search. For example they can search by voice use voice commands to add products to cart and make the final purchase from the desktop. Apart from that creating consistent brand presence across multiple platforms is an effective way to build familiarity with the brand and engage customers across many channels more consistently. ContentCal is a solid tool that can help you accomplish just that in a more productive less cost-effective way. ContentCal allows to cross-post your social media updates across multiple channels as well as set up multi-step delegation and moderation process: Encourage your whole team to add unique social media updates to CantentCals Pinboard and have one (or more) moderator who will ensure the updates align with the brands voice and then easily schedule them via drag-and-dropping functionality. Digital Marketing Trend #2: Artificial Intelligence and Machine Learning Artificial Intelligence (AI) is the branch in computer science that is all about teaching the machine to think and act like a human being. Machine learning is usually what runs behind AI algorithms. While AI is all about basically teaching the machine to replace human beings machine learning is about teaching the machine what a human brains cannot grasp e.g. complex data mining and future predictions based on current patterns. In many cases machine learning and AI are the two terms that are used interchangeably. To make it easier to fathom here are a few examples of AI-driven technology we already witness in our digital lives: Gmail Smart Compose and Smart Reply features allow the user to compose an entire email with AI based on past emails and typing habits. LinkedIn prompts value-added introductions based on who you interacted in the past. Facebook Messenger sends auto-responses to your Facebook followers on your brands behalf. The two well-known pioneers in the AI-empowered marketing are: Amazon: Using AI to analyze each particular buyers decisions and suggest them products they didnt even know they want or need. Netflix: Using AI for content recommendations and beyond. Netflix successfully applies AI for product development too. They have analyzed years of viewer data to create successful products of their own including the successful House of Cards show. Put simply thanks to AI Netflix knows what people want before they do. With each new generation consumers tend to rely on AI-powered algorithms for product discovery more and more. BigCommerce has found that consumers in the age range between 18 and 23 heavily rely on AI-powered personalized product recommendations seeing ads on social media and engaging with a brands social channels. One of the best ways to take advantage of machine learning right now is to pick a solid technology partner that already has the technology built in and running in the background. AI-powered sentiment analysis is the most powerful example of machine learning in action. Todays sentiment analysis software can not only extract mentions that need your attention but also help your teams handle them properly. Sentione is a solid example of this forward-thinking sentiment analysis approach. It implements machine learning and natural language mechanisms to extract online context around your brand. Next Sentiones AI-powered self-learning agent suggests further action based on the collected data and previous communications with clients: [Sentiones AI-powered platform is the future of online interaction with the client] Digital Marketing Trend #3: Voice Search The emergence and fast adoption of digital home assistants like the Amazon Echo the Google Dot and Apples Homepod is causing the new searching behavior i.e. voice search(also known as conversational search). These smart devices make searching far easier and entirely hands-free. Alexa when is the next movie time for The Avengers? Its that easy. With nearly 40% of adults using voice search a day back in 2016 this technology adoption is quickly increasing over time as it becomes more intuitive and reliable. Dominos has taken the lead incorporating voice search as a way to increase sales. With voice and on-the-go searching ability online search queries have become longer and more specific. But in reality targeting long-tail queries is only the tip of the iceberg. Google had been preparing its algorithm for natural-language searching for ages now. After its Hummingbird update and Rankbrain announcement we have seen just a few hints at what Google is working on. Thanks to machine learning Google understands intent and context much better now than it used to which means keyword matching useless. These days keyword research is a more complicated process. There are a few smart tools already on the market offering a much more sophisticated approach to keyword research. The two tools I mentioned previously are: TextOptimizer allows you to optimize content to match Googles (and its users) expectations (i.e. intent) by analyzing search snippets for each query and suggesting the related terms concepts and categories. [TextOptimizer has a web-based version as well as Google Chrome extension and WordPress plugin] Serpstat analyzes Googles search engine result pages finds overlapping URLs and groups your keyword lists by relevancy allowing you to discover concepts behind your queries and optimizing for the group of related keywords: [Read more about keyword clustering here] Both the suites represent the new generation of SEO software allowing you to analyze and optimize beyond keyword matching to better optimize your content and to prepare for any kind of search behavior (be it typed words or voice commands). Digital Marketing Trend #4: Personalized Marketing Personalized marketing means providing individualized user experience targeting each separate user of your site or subscriber to your email list. According to Evergage nearly 96% of consumers agree that personalized marketing fosters relationship building with the brand. Forrester has found that almost 80% of consumers have recommended or paid more for a product thanks to a personalized service or experience. Despite what you may have heard increasing security and privacy concerns are not going to kill personalized marketing. Todays consumer expects to receive personalized experience and is ready to give away their personal data in return. BigCommerce has found that younger generations of consumers dont mind sharing their personal data in return for perks and personalized experience: Sites like Netflix Amazon and Pinterest not to mention Google and Facebook all use personalized marketing campaigns. They mine your search history what you liked and didnt like and provide recommendations for similar products you didnt even intend to buy. Digital Marketing Trend #5: Video Marketing and Influencer Marketing While YouTube is what many people think of first video marketing can be utilized across social media platforms like Facebook LinkedIn and Instagram stories and Snapchat. If your videos are short concise and entertaining people will be more likely to share them on other social media sites. This can have a more substantial impact if an influencer is well-known on the platform and can put their hat into the ring. These leaders of the industries can help spread the word for your products or content quickly. Know your target audience find where they are and get to work. For more details and tips on various influencer marketing tactics check out these resources: How to Boost On-Site Conversions with Influencer Content How to Get the Most Out of Instagram Influencers for Your Affiliate Program How to Leverage Influencer Outreach to Build a Better Blog Post Digital Marketing Trend #6: Visual Search With the increased availability of smartphones and on-the-go access to the Internet the searching capabilities are evolving. While voice search eliminates the need for typing your keywords in a search box and even the screen to interact with the results visual search transforms the concept of the keyword itself. You dont need words: You can search by showing the picture. Apps like Google Lens make it possible to use your camera as a search tool. Landmarks clothes art books business cards can all be searched through a single image. Product prices reviews and retailers can be found through a picture of a book or a picture of clothing. The best ways to make the most of visual search are: Publicize high-quality visuals across your social media channels Ensure your product pages have a good variety of high-quality images Make sure those images are well optimized for search engines. Apart from that implementing /Product schema for images is another smart step to make. This will add ecommerce context to your images right inside Google Image search: Conclusion In 2019 the way consumers search for information and shop has evolved to include AI-powered personalization advanced segmentation and new content types slowly incorporating more of these new technologies. These new technological advances have amazing potential within the marketing sector if you know how to use them to your advantage. With so many other businesses you are competing against across your industry the faster you learn how to utilize new techniques (including voice and visual search as well as personalization and influencer marketing) the more competitive your business becomes. For video and personalized marketing revisiting your current strategy and altering it to fit the needs of your audience is essential. Whatever technique you decide to use moving forward keep yourself informed of new advances to keep your business ahead of the game. The post 6 Digital Marketing Trends for 2019 and How to Adopt Them appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
the social media marketing trend you need to understand today is now available for everyone else
The (Social Media) Marketing Trends You Need to Understand Today [Matt Navarra Interview] - Your Digital Marketing Coach with Neal Schaffer
The (Social Media) Marketing Trends You Need to Understand Today Podcast Ep. 136 http://bit.ly/2NdMLKi Social media keeps changing and thats exactly why it is a constant fight to keep up with latest social media marketing trends. It seems that every few weeks you hear that Facebook has some new algorithm that messes up all the energy youve been putting into it. Then a new feature appears and everyone tells... Read More The post The (Social Media) Marketing Trends You Need to Understand Today Podcast Ep. 136 authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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Carolyn Wilman
What Would You Do If Your Contest Went Viral? http://bit.ly/2TTEeyE If your creative social media contest gets larger than you've anticipated what do you do? Learn and address any issues before you have them. READ MORE >> The post What Would You Do If Your Contest Went Viral? authored by Carolyn Wilman appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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3 Instagram Marketing Mistakes and How to Fix Them : Social Media Examiner
3 Instagram Marketing Mistakes and How to Fix Them http://bit.ly/2DNCznm Is your Instagram marketing working? Wondering if youre making mistakes that could hurt you? In this article we asked some of todays top Instagram marketers to share common mistakes they see and how to avoid them. #1: Using Instagram Hashtags Incorrectly In 2018 Instagram finally allowed hashtags in a profiles bio description to be clickable The post 3 Instagram Marketing Mistakes and How to Fix Them appeared first on Social Media Marketing | Social Media Examiner.
how to get leads with facebook messenger ads
How to Get Leads With Facebook Messenger Ads : Social Media Examiner
How to Get Leads With Facebook Messenger Ads http://bit.ly/2SJdUuI Want to generate more leads from your Facebook marketing? Have you tried Messenger ads? In this article youll discover how to create Messenger ad campaigns that will generate new leads for your business. A Note on Using Messenger Ad Destinations Before diving into Messenger ads its worth noting that this article isnt about the Messenger The post How to Get Leads With Facebook Messenger Ads appeared first on Social Media Marketing | Social Media Examiner.
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Build a Search Intent Dashboard to Unlock Better Opportunities
Build a Search Intent Dashboard to Unlock Better Opportunities http://bit.ly/2SGMJki Posted by scott.taft We've been talking a lot about search intent this week and if you've been following along youre likely already aware of how search intent is essential for a robust SEO strategy. If however youve ever laboured for hours classifying keywords by topic and search intent only to end up with a ton of data you dont really know what to do with then this post is for you. Im going to share how to take all that sweet keyword data youve categorized put it into a Power BI dashboard and start slicing and dicing to uncover a ton insights faster than you ever could before. Building your keyword list Every great search analysis starts with keyword research and this one is no different. Im not going to go into excruciating detail about how to build your keyword list. However I will mention a few of my favorite tools that Im sure most of you are using already: Search Query Report What better place to look first than the search terms already driving clicks and (hopefully) conversions to your site. Answer The Public Great for pulling a ton of suggested terms questions and phrases related to a single search term. InfiniteSuggest Like Answer The Public but faster and allows you to build based on a continuous list of seed keywords. MergeWords Quickly expand your keywords by adding modifiers upon modifiers. Grep Words A suite of keyword tools for expanding pulling search volume and more. Please note that these tools are a great way to scale your keyword collecting but each will come with the need to comb through and clean your data to ensure all keywords are at least somewhat relevant to your business and audience. Once I have an initial keyword list built Ill upload it to STAT and let it run for a couple days to get an initial data pull. This allows me to pull the People Also Ask and Related Searches reports in STAT to further build out my keyword list. All in all Im aiming to get to at least 5000 keywords but the more the merrier. For the purposes of this blog post I have about 19000 keywords I collected for a client in the window treatments space. Categorizing your keywords by topic Bucketing keywords into categories is an age-old challenge for most digital marketers but its a critical step in understanding the distribution of your data. One of the best ways to segment your keywords is by shared words. If youre short on AI and machine learning capabilities look no further than a trusty Ngram analyzer. I love to use this Ngram Tool from guidetodatamining.com it aint much to look at but its fast and trustworthy. After dropping my 19000 keywords into the tool and analyzing by unigram (or 1-word phrases) I manually select categories that fit with my clients business and audience. I also make sure the unigram accounts for a decent amount of keywords (e.g. I wouldnt pick a unigram that has a count of only 2 keywords). Using this data I then create a Category Mapping table and map a unigram or trigger word to a Category like the following: Youll notice that for curtain and drapes I mapped both to the Curtains category. For my clients business they treat these as the same product and doing this allows me to account for variations in keywords but ultimately group them how I want for this analysis. Using this method I create a Trigger Word-Category mapping based on my entire dataset. Its possible that not every keyword will fall into a category and thats okay it likely means that keyword is not relevant or significant enough to be accounted for. Creating a keyword intent map Similar to identifying common topics by which to group your keywords Im going to follow a similar process but with the goal of grouping keywords by intent modifier. Search intent is the end goal of a person using a search engine. Digital marketers can leverage these terms and modifiers to infer what types of results or actions a consumer is aiming for. For example if a person searches for white blinds near me it is safe to infer that this person is looking to buy white blinds as they are looking for a physical location that sells them. In this case I would classify near me as a Transactional modifier. If however the person searched living room blinds ideas I would infer their intent is to see images or read blog posts on the topic of living room blinds. I might classify this search term as being at the Inspirational stage where a person is still deciding what products they might be interested and therefore isnt quite ready to buy yet. There is a lot of research on some generally accepted intent modifiers in search and I dont intent to reinvent the wheel. This handy guide (originally published in STAT) provides a good review of intent modifiers you can start with. I followed the same process as building out categories to build out my intent mapping and the result is a table of intent triggers and their corresponding Intent stage. Intro to Power BI There are tons of resources on how to get started with the free tool Power BI one of which is from own founder Will Reynolds video series on using Power BI for Digital Marketing. This is a great place to start if youre new to the tool and its capabilities. Note: its not about the tool necessarily (although Power BI is a super powerful one). Its more about being able to look at all of this data in one place and pull insights from it at speeds which Excel just wont give you. If youre still skeptical of trying a new tool like Power BI at the end of this post I urge you to get the free download from Microsoft and give it a try. Setting up your data in Power BI Power BIs power comes from linking multiple datasets together based on common keys." Think back to your Microsoft Access days and this should all start to sound familiar. Step 1: Upload your data sources First open Power BI and youll see a button called Get Data in the top ribbon. Click that and then select the data format you want to upload. All of my data for this analysis is in CSV format so I will select the Text/CSV option for all of my data sources. You have to follow these steps for each data source. Click Load for each data source. Step 2: Clean your data In the Power BI ribbon menu click the button called Edit Queries." This will open the Query Editor where we will make all of our data transformations. The main things youll want to do in the Query Editor are the following: Make sure all data formats make sense (e.g. keywords are formatted as text numbers are formatted as decimals or whole numbers). Rename columns as needed. Create a domain column in your Top 20 report based on the URL column. Close and apply your changes by hitting the "Edit Queries" button as seen above. Step 3: Create relationships between data sources On the left side of Power BI is a vertical bar with icons for different views. Click the third one to see your relationships view. In this view we are going to connect all data sources to our Keywords Bridge table by clicking and dragging a line from the field Keyword in each table and to Keyword in the Keywords Bridge table (note that for the PPC Data I have connected Search Term as this is the PPC equivalent of a keyword as were using here). The last thing we need to do for our relationships is double-click on each line to ensure the following options are selected for each so that our dashboard works properly: The cardinality is Many to 1 The relationship is active The cross filter direction is set to both We are now ready to start building our Intent Dashboard and analyzing our data. Building the search intent dashboard In this section Ill walk you through each visual in the Search Intent Dashboard (as seen below): Top domains by count of keywords Visual type: Stacked Bar Chart visual Axis: Ive nested URL under Domain so I can drill down to see this same breakdown by URL for a specific Domain Value: Distinct count of keywords Legend: Result Types Filter: Top 10 filter on Domains by count of distinct keywords Keyword breakdown by result type Visual type: Donut chart Legend: Result Types Value: Count of distinct keywords shown as Percent of grand total Metric Cards Sum of Distinct MSV Because the Top 20 report shows each keyword 20 times we need to create a calculated measure in Power BI to only sum MSV for the unique list of keywords. Use this formula for that calculated measure: Sum Distinct MSV = SUMX(DISTINCT('Table'[Keywords]) FIRSTNONBLANK('Table'[MSV] 0)) Keywords This is just a distinct count of keywords Slicer: PPC Conversions Visual type: Slicer Drop your PPC Conversions field into a slicer and set the format to Between to get this nifty slider visual. Tables Visual type: Table or Matrix (a matrix allows for drilling down similar to a pivot table in Excel) Values: Here I have Category or Intent Stage and then the distinct count of keywords. Pulling insights from your search intent dashboard This dashboard is now a Swiss Army knife of data that allows you to slice and dice to your hearts content. Below are a couple examples of how I use this dashboard to pull out opportunities and insights for my clients. Where are competitors winning? With this data we can quickly see who the top competing domains are but whats more valuable is seeing who the competitors are for a particular intent stage and category. I start by filtering to the Informational stage since it represents the most keywords in our dataset. I also filter to the top category for this intent stage which is Blinds. Looking at my Keyword Count card I can now see that Im looking at a subset of 641 keywords. Note: To filter multiple visuals in Power BI you need to press and hold the Ctrl button each time you click a new visual to maintain all the filters you clicked previously. The top competing subdomain here is videos.blinds.com with visibility in the top 20 for over 250 keywords most of which are for video results. I hit ctrlclick on the Video results portion of videos.blinds.com to update the keywords table to only keywords where videos.blinds.com is ranking in the top 20 with a video result. From all this I can now say that videos.blinds.com is ranking in the top 20 positions for about 30 percent of keywords that fall into the Blinds category and the Informational intent stage. I can also see that most of the keywords here start with how to which tells me that most likely people searching for blinds in an informational stage are looking for how to instructions and that video may be a desired content format. Where should I focus my time? Whether youre in-house or at an agency time is always a hit commodity. You can use this dashboard to quickly identify opportunities that you should be prioritizing first opportunities that can guarantee youll deliver bottom-line results. To find these bottom-line results were going to filter our data using the PPC conversions slicer so that our data only includes keywords that have converted at least once in our PPC campaigns. Once I do that I can see Im working with a pretty limited set of keywords that have been bucketed into intent stages but I can continue by drilling into the Transactional intent stage because I want to target queries that are linked to a possible purchase. Note: Not every keyword will fall into an intent stage if it doesnt meet the criteria we set. These keywords will still appear in the data but this is the reason why your total keyword count might not always match the total keyword count in the intent stages or category tables. From there I want to focus on those Transactional keywords that are triggering answer boxes to make sure I have good visibility since they are converting for me on PPC. To do that I filter to only show keywords triggering answer boxes. Based on these filters I can look at my keyword table and see most (if not all) of the keywords are installation keywords and I dont see my clients domain in the top list of competitors. This is now an area of focus for me to start driving organic conversions. Wrap up Ive only just scratched the surface theres tons that can can be done with this data inside a tool like Power BI. Having a solid data set of keywords and visuals that I can revisit repeatedly for a client and continuously pull out opportunities to help fuel our strategy is for me invaluable. I can work efficiently without having to go back to keyword tools whenever I need an idea. Hopefully you find this makes building an intent-based strategy more efficient and sound for your business or clients. Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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Detecting Link Manipulation and Spam with Domain Authority
a woman sitting on top of a bench texting your definition of influence marketing is way too narrow
Influencer Marketing Archives
Your Definition of Influencer Marketing is WAY Too Narrow: Influence is EVERYWHERE in Social Media Podcast Ep. 133 http://bit.ly/2TT82M1 About a year ago I announced that I would be writing my next book on influencer marketing The Business of Influence. But rather than creating a blog post about this new book I created a campaign on Publishizer a platform I highly recommend to anyone interested in writing a book. After selling hundreds of books... Read More The post Your Definition of Influencer Marketing is WAY Too Narrow: Influence is EVERYWHERE in Social Media Podcast Ep. 133 authored by Neal Schaffer appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
the linkedin live video & page updates feature is featured on social media marketing daily show
LinkedIn Live Video and Company Page Updates : Social Media Examiner
LinkedIn Live Video and Company Page Updates http://bit.ly/2GMyjrq Welcome to this weeks edition of the Social Media Marketing Talk Show a news show for marketers who want to stay on the leading edge of social media. On this weeks Social Media Marketing Talk Show we explore LinkedIn Live video and company page updates with special guests Viveka von Rosen and Cathy Hackl. Watch The post LinkedIn Live Video and Company Page Updates appeared first on Social Media Marketing | Social Media Examiner.
the oscar statue with text overlaying how to become iconic, including an award
How to Become Iconic: Succeeding by Standing Apart : Social Media Examiner
How to Become Iconic: Succeeding by Standing Apart http://bit.ly/2IcJPPe Want to set yourself apart from others in your industry? Wondering how you can stay top of mind with your customers? To explore how to make your brand iconic in todays world I interview Scott McKain. Scott is a professional speaker and author of the book Create Distinction. His podcast is Project Distinct and his The post How to Become Iconic: Succeeding by Standing Apart appeared first on Social Media Marketing | Social Media Examiner.
a whiteboard with some writing on it that says improve your data hygiene
4 Ways to Improve Your Data Hygiene
4 Ways to Improve Your Data Hygiene - Whiteboard Friday http://bit.ly/2GKxhw0 Posted by DiTomaso We base so much of our livelihood on good data but managing that data properly is a task in and of itself. In this week's Whiteboard Friday Dana DiTomaso shares why you need to keep your data clean and some of the top things to watch out for. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hi. My name is Dana DiTomaso. I am President and partner at Kick Point. We're a digital marketing agency based in the frozen north of Edmonton Alberta. So today I'm going to be talking to you about data hygiene. What I mean by that is the stuff that we see every single time we start working with a new client this stuff is always messed up. Sometimes it's one of these four things. Sometimes it's all four or sometimes there are extra things. So I'm going to cover this stuff today in the hopes that perhaps the next time we get a profile from someone it is not quite as bad or if you look at these things and see how bad it is definitely start sitting down and cleaning this stuff up. 1. Filters So what we're going to start with first are filters. By filters I'm talking about analytics here specifically Google Analytics. When go you into the admin of Google Analytics there's a section called Filters. There's a section on the left which is all the filters for everything in that account and then there's a section for each view for filters. Filters help you exclude or include specific traffic based on a set of parameters. Filter out office home office and agency traffic So usually what we'll find is one Analytics property for your website and it has one view which is all website data which is the default that Analytics gives you but then there are no filters which means that you're not excluding things like office traffic your internal people visiting the website or home office. If you have a bunch of people who work from home get their IP addresses exclude them from this because you don't necessarily want your internal traffic mucking up things like conversions especially if you're doing stuff like checking your own forms. You haven't had a lead in a while and maybe you fill out the form to make sure it's working. You don't want that coming in as a conversion and then screwing up your data especially if you're a low-volume website. If you have a million hits a day then maybe this isn't a problem for you. But if you're like the rest of us and don't necessarily have that much traffic something like this can be a big problem in terms of the volume of traffic you see. Then agency traffic as well. So agencies please make sure that you're filtering out your own traffic. Again things like your web developer some contractor you worked with briefly really make sure you're filtering out all that stuff because you don't want that polluting your main profile. Create a test and staging view The other thing that I recommend is creating what we call a test and staging view. Usually in our Analytics profiles we'll have three different views. One we call master and that's the view that has all these filters applied to it. So you're only seeing the traffic that isn't you. It's the customers people visiting your website the real people not your office people. Then the second view we call test and staging. So this is just your staging server which is really nice. For example if you have a different URL for your staging server which you should then you can just include that traffic. Then if you're making enhancements to the site or you upgraded your WordPress instance and you want to make sure that your goals are still firing correctly you can do all that and see that it's working in the test and staging view without polluting your main view. Test on a second property That's really helpful. Then the third thing is make sure to test on a second property. This is easy to do with Google Tag Manager. What we'll have set up in most of our Google Tag Manager accounts is we'll have our usual analytics and most of the stuff goes to there. But then if we're testing something new like say the content consumption metric we started putting out this summer then we want to make sure we set up a second Analytics view and we put the test the new stuff that we're trying over to the second Analytics property not view. So you have two different Analytics properties. One is your main property. This is where all the regular stuff goes. Then you have a second property which is where you test things out and this is really helpful to make sure that you're not going to screw something up accidentally when you're trying out some crazy new thing like content consumption which can totally happen and has definitely happened as we were testing the product. You don't want to pollute your main data with something different that you're trying out. So send something to a second property. You do this for websites. You always have a staging and a live. So why wouldn't you do this for your analytics where you have a staging and a live? So definitely consider setting up a second property. 2. Time zones The next thing that we have a lot of problems with are time zones. Here's what happens. Let's say your website basic install of WordPress and you didn't change the time zone in WordPress so it's set to UTM. That's the default in WordPress unless you change it. So now you've got your data for your website saying it's UTM. Then let's say your marketing team is on the East Coast so they've got all of their tools set to Eastern time. Then your sales team is on the West Coast so all of their tools are set to Pacific time. So you can end up with a situation where let's say for example you've got a website where you're using a form plugin for WordPress. Then when someone submits a form it's recorded on your website but then that data also gets pushed over to your sales CRM. So now your website is saying that this number of leads came in on this day because it's in UTM mode. Well the day ended or it hasn't started yet and now you've got Eastern which is when your analytics tools are recording the number of leads. But then the third wrinkle is then you have Salesforce or HubSpot or whatever your CRM is now recording Pacific time. So that means that you've got this huge gap of who knows when this stuff happened and your data will never line up. This is incredibly frustrating especially if you're trying to diagnose why for example I'm submitting a form but I'm not seeing the lead or if you've got other data hygiene issues you can't match up the data and that's because you have different time zones. So definitely check the time zones of every product you use --website CRM analytics ads all of it. If it has a time zone pick one stick with it. That's your canonical time zone. It will save you so many headaches down the road trust me. 3. Attribution The next thing is attribution. Attribution is a whole other lecture in and of itself beyond what I'm talking about here today. Different tools have different ways of showing attribution But what I find frustrating about attribution is that every tool has its own little special way of doing it. Analytics is like the last non-direct click. That's great. Ads says well maybe we'll attribute it maybe we won't. If you went to the site a week ago maybe we'll call it a view-through conversion. Who knows what they're going to call it? Then Facebook has a completely different attribution window. You can use a tool such as Supermetrics to change the attribution window. But if you don't understand what the default attribution window is in the first place you're just going to make things harder for yourself. Then there's HubSpot which says the very first touch is what matters and so of course HubSpot will never agree with Analytics and so on. Every tool has its own little special sauce and how they do attribution. So pick a source of truth. Pick your source of truth This is the best thing to do is just say "You know what? I trust this tool the most." Then that is your source of truth. Do not try to get this source of truth to match up with that source of truth. You will go insane. You do have to make sure that you are at least knowing that things like your time zones are clear so that's all set. Be honest about limitations But then after that really it's just making sure that you're being honest about your limitations. Know where things are necessarily going to fall down and that's okay but at least you've got this source of truth that you at least can trust. That's the most important thing with attribution. Make sure to spend the time and read how each tool handles attribution so when someone comes to you and says "Well I see that we got 300 visits from this ad campaign but in Facebook it says we got 6000. Why is that? You have an answer. That might be a little bit of an extreme example but I mean I've seen weirder things with Facebook attribution versus Analytics attribution. I've even talked about stuff like Mixpanel and Kissmetrics. Every tool has its own little special way of recording attributions. It's never the same as anyone else's. We don't have a standard in the industry of how this stuff works so make sure you understand these pieces. 4. Interactions Then the last thing are what I call interactions. The biggest thing that I find that people do wrong here is in Google Tag Manager it gives you a lot of rope which you can hang yourself with if you're not careful. GTM interactive hits One of the biggest things is what we call an interactive hit versus a non-interactive hit. So let's say in Google Tag Manager you have a scroll depth. You want to see how far down the page people scroll. At 25% 50% 75% and 100% it will send off an alert and say this is how far down they scrolled on the page. Well the thing is that you can also make that interactive. So if somebody scrolls down the page 25% you can say well that's an interactive hit which means that person is no longer bounced because it's counting an interaction which for your setup might be great. Gaming bounce rate But what I've seen are unscrupulous agencies who come in and say if the person scrolls 2% of the way down the page now that's an interactive hit. Suddenly the client's bounce rate goes down from say 80% to 3% and they think "Wow this agency is amazing." They're not amazing. They're lying. This is where Google Tag Manager can really manipulate your bounce rate. So be careful when you're using interactive hits. Absolutely maybe it's totally fair that if someone is reading your content they might just read that one page and then hit the back button and go back out. It's totally fair to use something like scroll depth or a certain piece of the content entering the user's view port that that would be interactive. But that doesn't mean that everything should be interactive. So just dial it back on the interactions that you're using or at least make smart decisions about the interactions that you choose to use. So you can game your bounce rate for that. Goal setup Then goal setup as well that's a big problem. A lot of people by default maybe they have destination goals set up in Analytics because they don't know how to set up event-based goals. But what we find happens is by destination goal I mean you filled out the form you got to a thank you page and you're recording views of that thank you page as goals which yes that's one way to do it. But the problem is that a lot of people who aren't super great at interneting will bookmark that page or they'll keep coming back to it again and again because maybe you put some really useful information on your thank you page which is what you should do except that means that people keep visiting it again and again without actually filling out the form. So now your conversion rate is all messed up because you're basing it on destination not on the actual action of the form being submitted. So be careful on how you set up goals because that can also really game the way you're looking at your data. Ad blockers Ad blockers could be anywhere from 2% to 10% of your audience depending upon how technically sophisticated your visitors are. So you'll end up in situations where you have a form fill you have no corresponding visit to match with that form fill. It just goes into an attribution black hole. But they did fill out the form so at least you got their data but you have no idea where they came from. Again that's going to be okay. So definitely think about the percentage of your visitors based on you and your audience who probably have an ad blocker installed and make sure you're comfortable with that level of error in your data. That's just the internet and ad blockers are getting more and more popular. Stuff like Apple is changing the way that they do tracking. So definitely make sure that you understand these pieces and you're really thinking about that when you're looking at your data. Again these numbers may never 100% match up. That's okay. You can't measure everything. Sorry. Bonus: Audit! Then the last thing I really want you to think about this is the bonus tip audit regularly. So at least once a year go through all the different stuff that I've covered in this video and make sure that nothing has changed or updated you don't have some secret exciting new tracking code that somebody added in and then forgot because you were trying out a trial of this product and you tossed it on and it's been running for a year even though the trial expired nine months ago. So definitely make sure that you're running the stuff that you should be running and doing an audit at least on an yearly basis. If you're busy and you have a lot of different visitors to your website it's a pretty high-volume property maybe monthly or quarterly would be a better interval but at least once a year go through and make sure that everything that's there is supposed to be there because that will save you headaches when you look at trying to compare year-over-year and realize that something horrible has been going on for the last nine months and all of your data is trash. We really don't want to have that happen. So I hope these tips are helpful. Get to know your data a little bit better. It will like you for it. Thanks. Video transcription by Speechpad.com Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
two hands making a heart shape with the words 5 reasons to embrace email unsubscribes
5 Reasons to Embrace Email Unsubscribes | Convince & Convert
5 Reasons to Embrace Email Unsubscribes http://bit.ly/2N6n5iO Brace yourself: email unsubscribes are not necessarily bad. That may seem counter-intuitive. After all isnt list size one of the key metrics were supposed to report up to senior management? Arent we always looking for more and more subscribers? Isnt list growth a key measure of how well our advertising marketing and content are performing? The truth is list size is a false metric. You may have to explain this to your boss. The exception would be for businesses who derive revenue based on CPM advertising within or sponsorship of their email. But for most organizations there are more important goals of engagement and corresponding KPIs. Here are five examples of the benefits of losing subscribers and what you can learn from those who opt out: 1. A bloated list of disengaged subscribers messes up your email performance metrics. Those who are truly disengaged are just diluting the actual metrics you use to optimize your email performance. Ten thousand disengaged subscribers will completely obfuscate the real learnings from the 1000 that are engaged. Opportunity for Improvement: If a subscriber has not clicked-through in the prior six months initiate a last-chance re-engagement campaign and if still no response purge and archive them. 2. Email unsubscribes are an indicator of list quality. How were those emails addressed initially obtained? Under false or misleading pretenses? Were they truly a legitimate opt-in? Were they obtained as the result of a low-commitment sweepstakes or contest entry? Opportunity for Improvement: Clean up your list growth processesthe forms the CTAs the messagingto focus on and appeal to the most qualified prospects and customers. Otherwise youre wasting their time and yours. 3. Email unsubscribes signal how well youre doing with email segmentation content frequency relevancy and CTAs. Irrespective of how the subscriber was obtained if your message isnt relevant the format isnt right for the recipients device or the interval is too frequent and annoying expect disengagement at best and ultimately an opt-out. Opportunity for Improvement: Test each email variable using a repeatable controlled processeven simple A/B split testingto help you continually learn and optimize for each audience segment. Unless your total list size is less than 2500 you should always be testing some aspect during each send. 4. Think of the subscriber relationship like dating. Maybe theyre just not into youyet. If things just arent quite working for the other person as an alternative to breaking up completely (unsubscribing) allow recipients to alter the relationship. Opportunity for Improvement: Let them take a break and pause email for a period of time. Let them reduce frequency according to the recipients preference. Allow the recipient to alter the types of content youre sending. These and more options should be offered in a user-controlled preference center. If/when you get the unsubscribe click-through offer these alternatives to completely ending the relationship. 5. And if you cant salvage the relationshipits a final breakupask why? Of course youll never get 100% of unsubscribes to share their reasoning but if executed well (even cleverly or humorously) over time youll collect enough data to draw some conclusions about why subscribers are leaving. Opportunity for Improvement: That final unsubscribe confirmation screen should offer 4-7 options for the fleeing subscriber to tell you why theyre leaving. You can even place it on the initial unsubscribe page so long as the actual unsubscribe button is clearly available right below the optional (never required) check-box selections. Its might be them. It might be you. You wont know unless you ask. The post 5 Reasons to Embrace Email Unsubscribes appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
two hands making a heart shape with the words 5 reasons to embrace email unsubscribes
5 Reasons to Embrace Email Unsubscribes | Convince & Convert
5 Reasons to Embrace Email Unsubscribes http://bit.ly/2GpSrjJ Brace yourself: email unsubscribes are not necessarily bad. That may seem counter-intuitive. After all isnt list size one of the key metrics were supposed to report up to senior management? Arent we always looking for more and more subscribers? Isnt list growth a key measure of how well our advertising marketing and content are performing? The truth is list size is a false metric. You may have to explain this to your boss. The exception would be for businesses who derive revenue based on CPM advertising within or sponsorship of their email. But for most organizations there are more important goals of engagement and corresponding KPIs. Here are five examples of the benefits of losing subscribers and what you can learn from those who opt out: 1. A bloated list of disengaged subscribers messes up your email performance metrics. Those who are truly disengaged are just diluting the actual metrics you use to optimize your email performance. Ten thousand disengaged subscribers will completely obfuscate the real learnings from the 1000 that are engaged. Opportunity for Improvement: If a subscriber has not clicked-through in the prior six months initiate a last-chance re-engagement campaign and if still no response purge and archive them. 2. Email unsubscribes are an indicator of list quality. How were those emails addressed initially obtained? Under false or misleading pretenses? Were they truly a legitimate opt-in? Were they obtained as the result of a low-commitment sweepstakes or contest entry? Opportunity for Improvement: Clean up your list growth processesthe forms the CTAs the messagingto focus on and appeal to the most qualified prospects and customers. Otherwise youre wasting their time and yours. 3. Email unsubscribes signal how well youre doing with email segmentation content frequency relevancy and CTAs. Irrespective of how the subscriber was obtained if your message isnt relevant the format isnt right for the recipients device or the interval is too frequent and annoying expect disengagement at best and ultimately an opt-out. Opportunity for Improvement: Test each email variable using a repeatable controlled processeven simple A/B split testingto help you continually learn and optimize for each audience segment. Unless your total list size is less than 2500 you should always be testing some aspect during each send. 4. Think of the subscriber relationship like dating. Maybe theyre just not into youyet. If things just arent quite working for the other person as an alternative to breaking up completely (unsubscribing) allow recipients to alter the relationship. Opportunity for Improvement: Let them take a break and pause email for a period of time. Let them reduce frequency according to the recipients preference. Allow the recipient to alter the types of content youre sending. These and more options should be offered in a user-controlled preference center. If/when you get the unsubscribe click-through offer these alternatives to completely ending the relationship. 5. And if you cant salvage the relationshipits a final breakupask why? Of course youll never get 100% of unsubscribes to share their reasoning but if executed well (even cleverly or humorously) over time youll collect enough data to draw some conclusions about why subscribers are leaving. Opportunity for Improvement: That final unsubscribe confirmation screen should offer 4-7 options for the fleeing subscriber to tell you why theyre leaving. You can even place it on the initial unsubscribe page so long as the actual unsubscribe button is clearly available right below the optional (never required) check-box selections. Its might be them. It might be you. You wont know unless you ask. The post 5 Reasons to Embrace Email Unsubscribes appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
an open laptop computer sitting on top of a wooden table next to a cup of coffee
Melanie Tamble
Learn How to Create a Successful Corporate Blog for More Business Leads http://bit.ly/2EaYTJa Want more website visitors and leads? Learn how to create a successful blog to increase your company's reach visibility and grow brand awareness. The post Learn How to Create a Successful Corporate Blog for More Business Leads authored by Melanie Tamble appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
the journey logo with mountains and trees in the background, as well as an image of a man standing on top of a mountain
Getting The Message Out Quickly The Journey Season 2 Episode 21 http://bit.ly/2TPQVKT Got an important message you need to get out there quickly? Then watch The Journey Social Media Examiners episodic video documentary that shows you what really happens inside a growing business. Watch the Journey This episode of the Journey shows how Social Media Examiner quickly got the word out about an opportunity that had a The post Getting The Message Out Quickly The Journey Season 2 Episode 21 appeared first on Social Media Marketing | Social Media Examiner.
the top 10 most used retail stores in 2013, according to which one you choose?
A Guide to Setting Up Your Very Own Search Intent Projects
A guide to setting up your very own search intent projects http://bit.ly/2Sxkc0t Posted by TheMozTeam This post was originally published on the STAT blog. Whether youre tracking thousands or millions of keywords if you expect to extract deep insights and trends just by looking at your keywords from a high-level youre not getting the full story. Smart segmentation is key to making sense of your data. And youre probably already applying this outside of STAT. So now were going to show you how to do it in STAT to uncover boatloads of insights that will help you make super data-driven decisions. To show you what we mean lets take a look at a few ways we can set up a search intent project to uncover the kinds of insights we shared in our whitepaper Using search intent to connect with consumers. Before we jump in there are a few things you should have down pat: 1. Picking a search intent that works for you Search intent is the motivating force behind search and it can be: Informational: The searcher has identified a need and is looking for information on the best solution ie. [blender] [food processor] Commercial: The searcher has zeroed in on a solution and wants to compare options ie. [blender reviews] [best blenders] Transactional: The searcher has narrowed their hunt down to a few best options and is on the precipice of purchase ie. [affordable blenders] [blender cost] Local (sub-category of transactional): The searcher plans to do or buy something locally ie. [blenders in dallas] Navigational (sub-category of transactional): The searcher wants to locate a specific website ie. [Blendtec] We left navigational intent out of our study because its brand specific and didnt want to bias our data. Our keyword set was a big list of retail products from kitty pooper-scoopers to pricey speakers. We needed a straightforward way to imply search intent so we added keyword modifiers to characterize each type of intent. As always different strokes for different folks: The modifiers you choose and the intent categories you look at may differ but its important to map that all out before you get started. 2. Identifying the SERP features you really want For our whitepaper research we pretty much tracked every feature under the sun but you certainly dont have to. You might already know which features you want to target the ones you want to keep an eye on or questions you want to answer. For example are shopping boxes taking up enough space to warrant a PPC strategy? In this blog post were going to really focus-in on our most beloved SERP feature: featured snippets (called answers in STAT). And well be using a sample project where were tracking 25692 keywords against Amazon.com. 3. Using STATs segmentation tools Setting up projects in STAT means making use of the segmentation tools. Heres a quick rundown of what we used: Standard tag: Best used to group your keywords into static themes search intent brand product type or modifier. Dynamic tag: Like a smart playlist automatically returns keywords that match certain criteria like a given search volume rank or SERP feature appearance. Data view: House any number of tags and show how those tags perform as a group. Learn more about tags and data views in the STAT Knowledge Base. Now on to the main event 1. Use top-level search intent to find SERP feature opportunities To kick things off well identify the SERP features that appear at each level of search intent by creating tags. Our first step is to filter our keywords and create standard tags for our search intent keywords (read more abou tfiltering keywords). Second we create dynamic tags to track the appearance of specific SERP features within each search intent group. And our final step to keep everything organized is to place our tags in tidy little data views according to search intent. Heres a peek at what that looks like in STAT: What can we uncover? Our standard tags (the blue tags) show how many keywords are in each search intent bucket: 2940 commercial keywords. And our dynamic tags (the sunny yellow stars) show how many of those keywords return a SERP feature: 547 commercial keywords with a snippet. This means we can quickly spot how much opportunity exists for each SERP feature by simply glancing at the tags. Boom! By quickly crunching some numbers we can see that snippets appear on 5 percent of our informational SERPs (27 out of 521) 19 percent of our commercial SERPs (547 out of 2940) and 12 percent of our transactional SERPs (253 out of 2058). From this we might conclude that optimizing our commercial intent keywords for featured snippets is the way to go since they appear to present the biggest opportunity. To confirm lets click on the commercial intent featured snippet tag to view the tag dashboard Voilà! There are loads of opportunities to gain a featured snippet. Though we should note that most of our keywords rank below where Google typically pulls the answer from. So what we can see right away is that we need to make some serious ranking gains in order to stand a chance at grabbing those snippets. 2. Find SERP feature opportunities with intent modifiers Now lets take a look at which SERP features appear most often for our different keyword modifiers. To do this we group our keywords by modifier and create a standard tag for each group. Then we set up dynamic tags for our desired SERP features. Again to keep track of all the things we contained the tags in handy data views grouped by search intent. What can we uncover? Because we saw that featured snippets appear most often for our commercial intent keywords its time to drill on down and figure out precisely which modifiers within our commercial bucket are driving this trend. Glancing quickly at the numbers in the tag titles in the image above we can see that best reviews and top are responsible for the majority of the keywords that return a featured snippet: 212 out of 294 of our best keywords (72%) 109 out of 294 of our reviews keywords (37%) 170 out of 294 of our top keywords (59%) This shows us where our efforts are best spent optimizing. By clicking on the best featured snippets tag were magically transported into the dashboard. Here we see that our average ranking could use some TLC. There is a lot of opportunity to snag a snippet here but we (actually Amazon who were tracking these keywords against) dont seem to be capitalizing on that potential as much as we could. Lets drill down further to see which snippets we already own. We know weve got content that has won snippets so we can use that as a guideline for the other keywords that we want to target. 3. See which pages are ranking best by search intent In our blog post How Google dishes out content by search intent we looked at what type of pages category pages product pages reviews appear most frequently at each stage of a searchers intent. What we found was that Google loves category pages which are the engines top choice for retail keywords across all levels of search intent. Product pages werent far behind. By creating dynamic tags for URL markers or portions of your URL that identify product pages versus category pages and segmenting those by intent you too can get all this glorious data. Thats exactly what we did for our retail keywords What can we uncover? Looking at the tags in the transactional page types data view we can see that product pages are appearing far more frequently (526) than category pages (151). When we glanced at the dashboard we found that slightly more than half of the product pages were ranking on the first page (sah-weet!). That said more than thirty percent appeared on page three and beyond. So despite the initial visual of doing well theres a lot of opportunity that Amazon could be capitalizing on. We can also see this in the Daily Snapshot. In the image above we compare category pages (left) to product pages (right) and we see that while there are less category pages ranking the rank is significantly better. Amazon could take some of the lessons theyve applied to their category pages to help their product pages out. Wrapping it up So what did we learn today? Smart segmentation starts with a well-crafted list of keywords grouped into tags and housed in data views. The more you segment the more insights youre gonna uncover. Rely on the dashboards in STAT to flag opportunities and tell you whats good yo! Want to see it all in action? Get a tailored walkthrough of STAT here. Or get your mitts on even more intent-based insights in our full whitepaper: Using search intent to connect with consumers. Read on readers! More in our search intent series: How SERP features respond to intent modifiers How Google dishes out content by search intent The basics of building an intent-based keyword list Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
two tacos sitting on top of each other with the words is this the best brand partner ever?
Is This the Best Brand Partnership Ever? - Convince & Convert Social Media Consulting
Is This the Best Brand Partnership Ever? http://bit.ly/2TNWt8A Brand partnerships are seemingly everywhere and in this social media age its easier than ever for brands to interact. Sometimes its less of a partnership than an unplanned Twitter beef like this takedown of Oreo by movie theatre chain AMC NOT COOL COOKIE. RT @Oreo: Ever bring your own Oreo cookies to the movie theater? #slicksnacker AMC Theatres (@AMCTheatres) September 25 2012 Other times its an intricately planned brand brand embrace as with this combo between Covergirl cosmetics and the LucasFilm/Disney movie Star Wars: The Force Awakens But heres the problem with these two forms of brand partnerships: they dont make consumers buy products. Sprout Socials research shows that trash talking other brands is a purchase driver among just 10% of consumers. Brands being funny? Just over one-third of customers would make a purchase based on that behavior. The top driver of purchases based on brand behavior in social media is being responsive. This is as it should be as the FIRST priority of your social media strategy must be to service your existing customers. After all customer service in social media is a spectator sport and how you handle your business there can have a big impact on revenue and retention. I wrote all about how to do it well in my book Hug Your Haters. The top driver of purchases based on brand behavior in social media is being responsive according to @SproutSocial. Click To Tweet The second driver of purchases based on brand behavior in social media is offering promotions. Why do so many brand partnerships overthink the obvious? Just give customers a deal they find compelling. The Best Brand Partnership Ever? This is why the brand partnership between T-Mobile and Taco Bell announced during the 2019 Super Bowl is so outstanding. The announced partnership is that T-Mobile customers who use the T-Mobile app can get one free taco every Tuesday; no purchase required or strings attached. Free taco every week. Starting today were giving customers a free @TacoBell taco in the #TMobileTuesdays app. T-Mobile (@TMobile) February 5 2019 The customer bases are naturally aligned in that they skew male they skew younger and they skew toward value seekers. This is a superior partnership more compelling than other programs T-Mobile has run with brands like Panera Bread and they are supporting it with a huge awareness campaign including Super Bowl advertising. Is it Tuesday yet? https://t.co/x9HJW6xk5l Taco Bell (@tacobell) February 4 2019 The benefits for T-Mobile customers are pretty straightforward: free tacos for doing nothing other than not canceling your mobile phone contract. The benefit for Taco Bell includes a ton of publicity and the likelihood that when this brand partnership sends T-Mobile customers into the restaurants every Tuesday they will also buy a drink and/or more food. Given that a basic taco retails for $1.19 the largesse here is reasonable yet still compelling enough to drive customer behavior. Brand partnerships can be a 11=3 circumstance especially when they can be amplified in social media (and this one will be crowed about every Tuesday until it expires). If you want to interact with other brands fantastic! But remember what customers REALLY want: customer serviceand offers. As a marketing professional you might be smitten by your creative brand-on-brand tweets and so forth but thats not what customers actually want. The post Is This the Best Brand Partnership Ever? appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
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How to Create LinkedIn Objective-Based Ads : Social Media Examiner
How to Create LinkedIn Objective-Based Ads http://bit.ly/2DJXZSH Do you want to optimize your LinkedIn ad campaigns? Wondering how objective-based advertising can help? In this article youll discover how to create objective-based ads using LinkedIns updated Campaign Manager. What Are the New LinkedIn Advertising Campaign Objectives? The Campaign Manager interface has been redesigned for LinkedIn objective-based ads and to offer a more streamlined The post How to Create LinkedIn Objective-Based Ads appeared first on Social Media Marketing | Social Media Examiner.
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People Ask Their Most Pressing SEO Questions — Our Experts Answer
People Ask Their Most Pressing SEO Questions &mdash; Our Experts Answer http://bit.ly/2tghmOi Posted by TheMozTeam We teamed up with our friends at Duda a website design scaling platform service who asked their agency customers to divulge their most pressing SEO questions quandaries and concerns. Our in-house SEO experts always down for a challenge hunkered down to collaborate on providing them with answers. From Schema.org to voice search to local targeting we're tackling real-world questions about organic search. Read on for digestible insights and further resources! How do you optimize for international markets? International sites can be multi-regional multilingual or both. The website setup will differ depending on that classification. Multi-regional sites are those that target audiences from multiple countries. For example: a site that targets users in the U.S. and the U.K. Multilingual sites are those that target speakers of multiple languages. For example a site that targets both English and Spanish-speakers. To geo-target sections of your site to different countries you can use a country-specific domain (ccTLD) such as .de for Germany or subdomains/subdirectories on generic TLDs such as example.com/de. For different language versions of your content Google recommends using different URLs rather than using cookies to change the language of the content on the page. If you do this make use of the hreflang tag to tell Google about alternate language versions of the page. For more information on internationalization visit Googles Managing multi-regional and multilingual sites or Mozs guide to international SEO. How do we communicate to clients that SEO projects need ongoing maintenance work? If your client is having difficulty understanding SEO as a continuous effort rather than a one-and-done task it can be helpful to highlight the changing nature of the web. Say you created enough quality content and earned enough links to that content to earn yourself a spot at the top of page one. Because organic placement is earned and not paid for you dont have to keep paying to maintain that placement on page one. However what happens when a competitor comes along with better content that has more links than your content? Because Google wants to surface the highest quality content your pages rankings will likely suffer in favor of this better page. Maybe its not a competitor that depreciates your sites rankings. Maybe new technology comes along and now your page is outdated or even broken in some areas. Or how about pages that are ranking highly in search results only to get crowded out by a featured snippet a Knowledge Panel Google Ads or whatever the latest SERP feature is? Set-it-and-forget-it is not an option. Your competitors are always on your heels technology is always changing and Google is constantly changing the search experience. SEO specialists are here to ensure you stay at the forefront of all these changes because the cost of inaction is often the loss of previously earned organic visibility. How do I see what subpages Google delivers on a search? (Such as when the main page shows an assortment of subpages below the result via an indent.) Sometimes as part of a URLs result snippet Google will list additional subpages from that domain beneath the main title-url-description. These are called organic sitelinks. Site owners have no control over when and which URLs Google chooses to show here aside from deleting or NoIndexing the page from the site. If youre tracking keywords in a Moz Pro Campaign you have the ability to see which SERP features (including sitelinks) your pages appear in. The Moz Keyword Explorer research tool also allows you to view SERP features by keyword: What are the best techniques for analyzing competitors? One of the best ways to begin a competitor analysis is by identifying the URLs on your competitors site that youre directly competing with. The idea of analyzing an entire website against your own can be overwhelming so start with the areas of direct competition. For example if youre targeting the keyword best apple pie recipes identify the top ranking URL(s) for that particular query and evaluate them against your apple pie recipe page. You should consider comparing qualities such as: Total number of inbound links & referring domains (Moz Link Explorer >> Compare Link Profiles) Find links that your competitors have but you dont Content characteristics like length formatting and media (ex: video images etc.) Other keywords your competitors page is ranking for (Moz Keyword Explorer) Rich snippets & structured data usage (Google Structured Data Testing Tool) Page speed (Google PageSpeed Insights) Moz also created the metrics Domain Authority (DA) and Page Authority (PA) to help website owners better understand their ranking ability compared to their competitors. For example if your URL has a PA of 35 and your competitors URL has a PA of 40 its likely that their URL will rank more favorably in search results. Competitor analysis is a great benchmarking tool and can give you great ideas for your own strategies but remember if your only strategy is emulation the best youll ever be is the second-best version of your competitors! As an SEO agency can you put a backlink to your website on clients pages without getting a Google penalty? (Think the Google Penguin update.) Many website design and digital marketing agencies add a link to their website in the footer of all their clients websites (usually via their logo or brand name). Google says in their quality guidelines that creating links that werent editorially placed or vouched for by the sites owner on a page otherwise known as unnatural links can be considered a violation of our guidelines and they use the example of widely distributed links in the footers or templates of various sites. This does not mean that all such footer links are a violation of Googles guidelines. What it does mean is that these links have to be vouched for by the sites owner. For example an agency cannot require this type of link on their clients websites as part of their terms of service or contract. You must allow your client the choice of using nofollow or removing the link. The fourth update of the Google Penguin algorithm was rolled into Googles core algorithm in September of 2016. This new gentler algorithm described in the Google Algorithm Change History devalues unnatural links rather than penalizing sites but link schemes that violate Googles quality guidelines should still be avoided. Were working on a new website. How do we communicate the value of SEO to our customers? When someone searches a word or phrase related to a business good SEO ensures that the businesss website shows up prominently in the organic (non-ad) search results that their result is informative and enticing enough to prompt searchers to click and that the visitor has a positive experience with the website. In other words good SEO helps a website get found get chosen and convert new business. Thats done through activities that fall into three main categories: Content: Website content should be written to address your audiences needs at all stages of their purchase journey: from top-of-funnel informational content to bottom-of-funnel I-want-to-buy content. Search engine optimized content is really just content that is written around the topics your audience wants and in the formats they want it with the purpose of converting or assisting conversions. Links: Earning links to your web content from high-quality relevant websites not only helps Google find your content it signals that your site is trustworthy. Accessibility: Ensuring that your website and its content can be found and understood by both search engines and people. A strong technical foundation also increases the likelihood that visitors to the website have a positive experience on any device. Why is SEO valuable? Simply put its one more place to get in front of people who need the products or services you offer. With 4060 billion Google searches in the US every month and more than 41% / 62% (mobile / desktop) of clicks going to organic its an investment you cant afford to ignore. How do you optimize for voice search? Where do you find phrases used via tools like Google Analytics? Google doesnt yet separate out voice query data from text query data but many queries dont change drastically with the medium (speaking vs. typing the question) so the current keyword data we have can still be a valuable way to target voice searchers. Its important here to draw the distinction between voice search (Hey Google where is the Space Needle?) and voice commands (ex: Hey Google tell me about my day) the latter are not queries but rather spoken tasks that certain voice assistant devices will respond to. These voice commands differ from what wed type but they are not the same as a search query. Voice assistant devices typically pull their answers to informational queries from their Knowledge Graph or from the top of organic search results which is often a featured snippet. Thats why one of the best ways to go after voice queries is to capture featured snippets. If youre a local business its also important to have your GMB data completely and accurately filled out as this can influence the results Google surfaces for voice assistance like Hey Google find me a pizza place near me thats open now. Should my clients use a service such as Yext? Do they work? Is it worth it? Automated listings management can be hugely helpful but there are some genuine pain points with Yext in particular. These include pricing (very expensive) and the fact that Yext charges customers to push their data to many directories that see little if any human use. Most importantly local business owners need to understand that Yext is basically putting a paid layer of good data over the top of bad data sweeping dirt under the carpet you might say. Once you stop paying Yext they pull up the carpet and theres all your dirt again. By contrast services like Moz Local (automated citation management) and Whitespark (manual citation management) correct your bad data at the source rather than just putting a temporary paid Band-Aid over it. So investigate all options and choose wisely. How do I best target specific towns and cities my clients want to be found in outside of their physical location? If you market a service area business (like a plumber) create a great website landing page with consumer-centric helpful unique content for each of your major service cities. Also very interesting for service area businesses is the fact that Google just changed its handling of setting the service radius in your Google My Business dashboard so that it reflects your true service area instead of your physical address. If you market a brick-and-mortar business that customers come to from other areas its typically not useful to create content saying People drive to us from X! Rather build relationships with neighboring communities in the real world reflect them on your social outreach and if theyre really of interest reflect them on your website. Both service area businesses and bricks-and-mortar models may need to invest in PPC to increase visibility in all desired locations. How often should I change page titles and meta descriptions to help local SEO? While its good to experiment dont change your major tags just for the sake of busy work. Rather if some societal trend changes the way people talk about something you offer consider editing your titles and descriptions. For example an auto dealership could realize that its consumers have started searching for EVs more than electric vehicles because society has become comfortable enough with these products to refer to them in shorthand. If keyword research and trend analysis indicate a shift like this then it may be time to re-optimize elements of your website. Changing any part of your optimization is only going to help you rank better if it reflects how customers are searching. Read more about title tags and metas: What is a title tag? - SEO Learning Center 7 Title Tag Hacks for Increased Rankings Traffic - Whiteboard Friday What is a meta description? - SEO Learning Center Should you service clients within the same niche since there can only be one #1? If your keywords have no local intent then taking on two clients competing for the same terms nationally could certainly be unethical. But this is a great question because it presents the opportunity to absorb the fact that for any keyword for which Google perceives a local intent there is no longer only one #1. For these search terms both local and many organic results are personalized to the location of the searcher. Your Mexican restaurant client in downtown isnt really competing with your Mexican restaurant client uptown when a user searches for best tacos. Searchers results will change depending on where they are in the city when they search. So unless youve got two identical businesses within the same couple of blocks in a city you can serve them both working hard to find the USP of each client to help them shine bright in their particular setting for searchers in close proximity. Is it better to have a one-page format or break it into 35 pages for a local service company that does not have lengthy content? This question is looking for an easy way out of publishing when youve become a publisher. Every business with a website is a publisher and theres no good excuse for not having adequate content to create a landing page for each of your services and a landing page for each of the cities you serve. I believe this question (and its a common one!) arises from businesses not being sure what to write about to differentiate their services in one location from their services in another. The services are the same but whats different is the location! Publish text and video reviews from customers there showcase your best projects there offer tips specific to the geography and regulations there interview service people interview experts sponsor teams and events in those service locations etc. These things require an investment of time but youre in the publishing business now so invest the time and get publishing! All a one-page website shows is a lack of commitment to customer service. For more on this read Overcoming Your Fear of Local Landing Pages. How much content do you need for SEO? Intent intent intent! Googles ranking signals are going to vary depending on the intent behind the query and thank goodness for that! This is why you dont need a 3000-word article for your product page to rank for example. The answer to how much content does my page need? is enough content for it to be complete and comprehensive which is a subjective factor that is going to differ from query to query. Whether you write 300 words or 3000 words isnt the issue. Its whether you completely and thoroughly addressed the page topic. Check out these Whiteboard Fridays around content for SEO: Why Good Unique Content Needs to Die - Whiteboard Friday How to Create 10x Content - Whiteboard Friday Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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A 7-Step Process to Make Marketing Videos That Work : Social Media Examiner
A 7-Step Process to Make Marketing Videos That Work http://bit.ly/2UWBalE Do you need to work with experts or employees to create marketing videos? Looking for a proven process that results in great content? In this article youll learn how to guide experts to deliver talking points you can use in your marketing videos. Explain the Process to Your Interview Subject While you may think what The post A 7-Step Process to Make Marketing Videos That Work appeared first on Social Media Marketing | Social Media Examiner.
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Do Businesses Really Use Google My Business Posts? A Case Study
Do Businesses Really Use Google My Business Posts? A Case Study http://bit.ly/2I7Gt02 Posted by Ben_Fisher Google My Business (GMB) is one of the most powerful ways to improve a business local search engine optimization and online visibility. If youre a local business claiming your Google My Business profile is one of the first steps you should take to increase your companys online presence. As long as your local business meets Googles guidelines your Google My Business profile can help give your company FREE exposure on Googles search engine. Not only can potential customers quickly see your business name address and phone number but they can also see photos of your business read online reviews find a description about your company complete a transaction (like book an appointment) and see other information that grabs a searchers attention all without them even visiting your website. Thats pretty powerful stuff! Google My Business helps with local rankings Not only is your GMB Profile easily visible to potential customers when they search on Google but Google My Business is also a key Google local ranking factor. In fact according to local ranking factor industry research Google My Business signals is the most important ranking factor for local pack rankings. Google My Business signals had a significant increase in ranking importance between 2017 and 2018 rising from 19% to 25%. Claiming your Google My Business profile is your first step to local optimization but many people mistakenly think that just claiming your Google My Business profile is enough. However optimizing your Google My Business profile and frequently logging into your Google My Business dashboard to make sure that no unwanted updates have been made to your profile is vital to improving your rankings and ensuring the integrity of your business profiles accuracy. Google My Business features that make your profile ROCK! Google offers a variety of ways to optimize and enhance your Google My Business profile. You can add photos videos business hours a description of your company frequently asked questions and answers communicate with customers via messages allow customers to book appointments respond to online reviews and more. One of the most powerful ways to grab a searchers attention is by creating Google My Business Posts. GMB Posts are almost like mini-ads for your company products or services. Google offers a variety of posts you can create to promote your business: What's New Event Offer Product Posts also allow you to include a call to action (CTA) so you can better control what the visitor does after they view your post creating the ultimate marketing experience. Current CTAs are: Book Order Online Buy Learn More Sign Up Get Offer Call Now Posts use a combination of images text and a CTA to creatively show your message to potential customers. A Post shows in your GMB profile when someone searches for your business name on Google or views your business Google My Business profile on Google Maps. Once you create a Post you can even share it on your social media channels to get extra exposure. Despite the name Google My Business Posts are not actual social media posts. Typically the first 100 characters of the post are what shows up on screen (the rest is cut off and must be clicked on to be seen) so make sure the most important words are at the beginning of your post. Dont use hashtags theyre meaningless. Its best if you can create new posts every seven days or so. Google My Business Posts are a great way to show off your business in a unique way at the exact time when a searcher is looking at your business online. But theres a long-standing question: Are businesses actually creating GMB Posts to get their message across to potential customers? Lets find out... The big question: Are businesses actively using Google My Business Posts? There has been a lot of discussion in the SEO industry about Google My Business Posts and their value: Do they help with SEO rankings? How effective are they? Do posts garner engagement? Does where the Posts appear on your GMB profile matter? How often should you post? Should you even create Google My Business Posts at all? Lots of questions right? As industry experts look at all of these angles what do average everyday business owners actually do when it comes to GMB Posts? Are real businesses creating posts? I set out to find the answer to this question using real data. Here are the details. Google My Business Post case study: Just the facts When I set out to discover if businesses were actively using GMB Posts for their companies Google My Business profiles I first wanted to make sure I looked at data in competitive industries and markets. So I looked at a total of 2000 Google My Business profiles that comprised the top 20 results in the Local Finder. I searched for highly competitive keyword phrases in the top ten cities (based on population density according to Wikipedia.) For this case study I also chose to look at service type businesses. Here are the results. Cities: New York Los Angeles Chicago Philadelphia Dallas San Jose San Francisco Washington DC Houston and Boston. Keywords: real estate agent mortgage travel agency insurance or insurance agents dentist plastic surgeon personal injury lawyer plumber veterinarian or vet and locksmith Surprise! Out of the industries researched Personal Injury Lawyers and Locksmiths posted the most often. For the case study I looked at the following: How many businesses had an active Google My Business Post (i.e. have posted in the last seven days) How many had previously made at least one post How many have never created a post Do businesses create Google My Business Posts? Based on the businesses cities and keywords researched I discovered that more than half of the businesses are actively creating Posts or have created Google My Business Posts in the past. 17.5% of businesses had an active post in the last 7 days 42.1% of businesses had previously made at least one post 40.4% have never created a post Highlight: A total of 59.60% of businesses have posted a Google My Business Post on their Google My Business profile. NOTE: If you want to look at the raw numbers you can check out the research document that outlines all the raw data. (NOTE: Credit for the research spreadsheet template I used and inspiration to do this case study goes to SEO expert Phil Rozek.) Do searchers engage with Google My Business Posts? If a business takes the time to create Google My Business Posts do searchers and potential customers actually take the time to look at your posts? And most importantly do they take action and engage with your posts? This chart represents nine random clients their total post views over a 28-day period and the corresponding total direct/branded impressions on their Google My Business profiles. When we look at the total number of direct/branded views alongside the number of views posts received the number of views for posts appears to be higher. This means that a single user is more than likely viewing multiple posts. This means that if you take the time to create a GMB Post and your marketing message is meaningful you have a high chance of converting a potential searcher into a customer or at least someone who is going to take the time to look at your marketing message. (How awesome is that?) Do searchers click on Google My Business Posts? So your GMB Posts show up in your Knowledge Panel when someone searches for your business on Google and Google Maps but do searchers actually click on your post to read more? When we evaluated the various industry post views to their total direct/branded search views on average the post is clicked on almost 100% of the time! Google My Business insights When you log in to your Google My Business dashboard you can see firsthand how well your Posts are doing. Below is a side-by-side image of a business post views and their direct search impressions. By checking your GMB insights you can find out how well your Google My Business posts are performing for your business! GMB Posts are worth it After looking at 2000 GMB profiles I discovered a lot of things. One thing is for sure. It's hard to tell on a week-by-week basis how many companies are using GMB Posts because posts go dark every seven business days (unless the Post is an event post with a start and end date.) Also Google recently moved Posts from the top of the Google My Business profile towards the bottom so they dont stand out as much as they did just a few months ago. This may mean that theres less incentive for businesses to create posts. However what this case study does show us is that businesses that are in a competitive location and industry should use Google My Business optimizing strategies and features like posts if they want to get an edge on their competition. Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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How to Identify and Tackle Keyword Cannibalization in 2019
How to Identify and Tackle Keyword Cannibalisation in 2019 http://bit.ly/2UUJ4vL Posted by SamuelMangialavori If you read the title of this blog and somehow even only for a second thought about the iconic movie The Silence of the Lambs welcome to the club you are not alone! Despite the fact that the term cannibalisation does not sound very suitable for digital marketing this core concept has been around for a long time. This term simply identifies the issue of having multiple pages competing for the same (or very similar) keywords/keyword clusters hence the cannibalisation. What do we mean by cannibalisation in SEO? This unfortunate and often unnoticed problem harms the SEO potential of the pages involved. When more than one page has the same/similar keyword target it creates confusion in the eyes of the search engine resulting in a struggle to decide what page to rank for what term. For instance say my imaginary e-commerce website sells shoes online and I have created a dedicated category page that targets the term ankle boots: www.distilledshoes.com/boots/ankle-boots/ Knowing the importance of editorial content over time I decide to create two blog posts that cover topics related to ankle boots off the back of a keyword research: one post on how to wear ankle boots and another about the top 10 ways to wear ankle boots in 2019: One month later I realise that some of my blog pages are actually ranking for a few key terms that my e-commerce category page was initially visible for. Now the question is: is this good or bad for my website? Drum roll please...and the answer is It depends on the situation the exact keywords and the intent of the user when searching for a particular term. Keyword cannibalisation is not black or white there are multiple grey areas and we will try and go though several scenarios in this blog post. I recommend you spend 5 minutes checking this awesome Whiteboard Friday which covers the topic of search intent extremely well. How serious of a problem is keyword cannibalisation? Much more than what you might think almost every website that I have worked on in the past few years have some degree of cannibalisation that needs resolving. It is hard to estimate how much a single page might be held back by this issue as it involves a group of pages whose potential is being limited. So my suggestion is to treat this issue by analysing clusters of pages that have some degree of cannibalisation rather than single pages. Where is most common to find cannibalisation problems in SEO? Normally you can come across two main placements for cannibalisation: 1) At meta data level: When two or more pages have meta data (title tags and headings mainly) which target the same or very similar keywords cannibalisation occurs. This requires a less labour-intensive type of fix as only meta data needs adjusting. For example: my e-commerce site has three boots-related pages which have the following meta data: Page URL Title tag Header 1 /boots/all /Womens Boots - Ankle & Chelsea Boots | Distilled Shoes Womens Ankle & Chelsea Boots /boots/ankle-boots/ Womens Ankle Boots | Distilled Shoes Ankle Boots boots/chelsea-boots/ Womens Chelsea Boots | Distilled Shoes Chelsea Boots These types of keyword cannibalisation often occurs on e-commerce sites which have many category (or subcategory) pages with the intention to target specific keywords such as the example above. Ideally we would want to have a generic boots page to target generic boots related terms while the other two pages should be focusing on the specific types of boots we are selling on those pages: ankle and chelsea. Why not try the below instead? Page URL New Title Tag New Header 1 /boots/all Womens Boots - All Types of Winter Boots | Distilled Shoes Womens Winter Boots /boots/ankle-boots/ Womens Ankle Boots | Distilled Shoes Ankle Boots boots/chelsea-boots/ Womens Chelsea Boots | Distilled Shoes Chelsea Boots More often than not we fail to differentiate our e-commerce sites meta data to target the very specific subgroup of keywords that we should aim for after all this is the main point of having so many category pages no? If interested in the topic find here a blog post I wrote on the subject. The fact that e-commerce pages tend to have very little text on them makes meta data very important as it will be one of the main elements search engines look at to understand how a page differs from the other. 2) At page content level When cannibalisation occurs at page content level (meaning two or more pages tend to cover very similar topics in their body content) it normally needs more work than the above example since it requires the webmaster to first find all the competing pages and then decide on the best approach to tackle the issue. For example: say my e-commerce has two blog pages which cover the following topics: Page URL Objective of the article /blog/how-to-clean-leather-boots/ Suggests how to take care of leather boots so they last longer /blog/boots-cleaning-guide-2019/ Shows a 121 guide on how to clean different types of boots These types of keyword cannibalisation typically occurs on editorial pages or transactional pages provided with substantial amount of text. It is fundamental to clarify something: SEO is often not the main driver when producing editorial content as different teams are involved in producing content for social and engagement reasons and fairly so. Especially in larger corporations it is easy to underestimate how complex it is to find a balance between all departments and how easily things can be missed. From a pure SEO standpoint I can assure you that the two pages above are very likely to be subject to cannibalisation. Despite the fact they have different editorial angles they will probably display some degree of duplicated content between them (more on this later). In the eyes of a search engine how different are these two blog posts both of which aim to address a fairly similar intent? That is the main question you should ask yourself when going through this task. My suggestion is the following: Before investing time and resources into creating new pages make the effort to review your existing content. What are the types of cannibalisation in SEO? Simply put you could come across 2 main types: 1) Two or more landing pages on your website that are competing for the same keywords For instance it could be the case that for the keyword "ankle boots" two of my pages are ranking at the same time: Page URL Title tag Ranking for the keyword ankle boots Page A: /boots/all Womens Boots - Ankle & Chelsea Boots | Distilled Shoes Position 8 Pabe B: /boots/ankle-boots/ Womens Ankle Boots | Distilled Shoes Position 5 Is this a real cannibalisation issue? The answer is both yes and no. If multiple pages are ranking for the same term it is because a search engine finds elements of both pages that they think respond to the query in some way so technically speaking they are potential cannibals. Does it mean you need to panic and change everything on both pages? Surely not. It very much depends on the scenario and your objective. Scenario 1 In the instances where both pages have really high rankings on the first page of the SERPS this could work in your advantage: More space occupied means more traffic for your pages so treat it as "good" cannibalisation. If this is the case I recommend you do the following: Consider changing the meta descriptions to make them more enticing and unique from each other. You do not want both pages to show the same message and fail to impress the user. In case you realise that amongst the two pages the secondary/non-intended page is ranking higher (for example: Page A /boots/all ranks higher than Page B /boots/ankle-boots/ for the term ankle boots) you should check on Google Search Console (GSC) to see which page is getting the most amount of clicks for that single term. Then decide if it is worth altering other elements of your SEO to better address that particular keyword. For instance what would happen if I removed the term ankle boots from my /boots/all (Page A) title tag and page copy? If Google reacts by favouring my /boots/ankle-boots/ page instead (Page B) which may gain higher positions then great! If not the worst case scenario is you can revert the changes back and keep enjoying the two results on page one of the SERP. Page URL Title tag Ranking for the keyword ankle boots Page A: /boots/all Womens Boots - Chelsea Boots & many more types | Distilled Shoes Test and decide Scenario 2 In the instances where page A has high rankings page one of the SERPS and page B is nowhere to be seen (beyond the top 1520 results) it is up to you to decide if this minor cannibalisation is worth your time and resources as this may not be an urgency. If you decide that it is worth pursuing I recommend you do the following: Keep monitoring the keywords for which the two pages seem to show in case Google might react differently in the future. Come back to this minor cannibalisation point after you have addressed your most important issues. Scenario 3 In the instances where both pages are ranking in page two or three of the SERP then it might be the case that your cannibalisation is holding one or both of them back. If this is the case I recommend you do the following: Check on GSC to see which of your pages is getting the most amount of clicks for that single keyword. You should also check on similar terms since keywords on page two or three of the SERP will show very low clicks in GSC. Then decide which page should be your primary focus the one that is better suited from a content perspective and be open to test changes for on-page SEO elements of both pages. Review your title tags headings and page copies and try to find instances where both pages seem to overlap. If the degree of duplication between them is really high it might be worth consolidating/canonicalising/redirecting one to the other (I'll touch on this below). 2) Two or more landing pages on your website that are flip-flopping for the same keyword It could be the case that for instance the keyword ankle boots for two of my pages are ranking at different times as Google seems to have a difficult time deciding which page to choose for the term. Page URL Ranking for the keyword ankle boots on 1st of January Ranking for the keyword ankle boots on 5th of January Page A: /boots/all Position 6 Not ranking Pabe B: /boots/ankle-boots/ Not ranking Position 8 If this happens to you try and find an answer to the following questions:This is a common issue that I am sure many of you have encountered in which landing pages seem to be very volatile and rank for a group of keywords in a non-consistent manner. When did this flip-flopping start? Pinpointing the right moment in time where this all began might help you understand how the problem originated in the first place. Maybe a canonical tag occurred or went missing maybe some changes to your on-page elements or an algorithm update mixed things up? How many pages flip-flop between each other for the same keyword? The fewer pages subject to volatility the better and easier to address. Try to identify which pages are involved and inspect all elements that might have triggered this instability. How often do these pages flip-flop? Try and find out how often the ranking page for a keyword has changed: the fewer times the better. Cross reference the time of the changes with your knowledge of the site in case it might have been caused by other adjustments. If the flip-flop has occurred only once and seems to have stopped there is probably nothing to worry about as it's likely a one-off volatility in the SERP. At the end of the day we need to remember that Google runs test and changes almost everyday. How to identify which pages are victims of cannibalisation I will explain what tools I normally use to detect major cannibalisation fluxes but I am sure there are several ways to reach the same results if you want to share your tips please do comment below! Tools to deploy for type 1 of cannibalisation: When two of more landing pages are competing for the same keyword I know we all love tools that help you speed up long tasks and one of my favourites is Ahrefs. I recommend using their fantastic method which will find your cannibals in minutes. Watch their five minute video here to see how to do it. I am certain SEMrush SEOMonitor and other similar tools offer the same ability to retrieve that kind of data maybe just not as fast as Ahrefs method listed above. If you do not have any tools at your disposal Google Search Console and Google Sheets will be your friends but it will be more of a manual process. Tools to deploy for Type 2 of cannibalisation: When two or more landing pages are flip-flopping for the same keyword Ideally most rank tracking tools will be able to do this functionally discover when a keyword has changed ranking URL over time. Back in the day I used tracking tools like Linkdex and Pi Datametrics to do just this. At Distilled we use STAT which displays this data under History within the main Keyword tab see screenshot below as example. One caveat of these kinds of ranking tools is that this data is often accessible only by keyword and will require data analysis. This means it may take a bit of time to check all keywords involved in this cannibalisation but the insights you'll glean are well worth the effort. Google Data Studio Dashboard If you're looking for a speedier approach you can build a Google Data Studio dashboard that connects to your GSC to provide data in real time so you dont have to check on your reports when you think there is a cannibalisation issue (credit to my colleague Dom). Our example of a dashboard comprises two tables (see screenshots below): The table above captures the full list of keyword offenders for the period of time selected. For instance keyword 'X' at the top of the table has generated 13 organic clicks (total_clicks) from GSC over the period considered and changed ranking URL approximately 24 times (num_of_pages). The second table (shown above) indicates the individual pages that have ranked for each keyword for the period of time selected. In this particular example for our keyword X (which as we know has changed URLs 24 times in the period of time selected) the column path would show the list of individual URLs that have been flip flopping. What solutions should I implement to tackle cannibalisation? It is important to distinguish the different types of cannibalisation you may encounter and try to be flexible with solutions not every fix will be the same. I started touching on possible solutions when I was talking about the different types of cannibalisation but lets take a more holistic approach and explain what solutions are available. 301 redirection Ask yourself this question: do I really need all the pages that I found cannibalising each other? In several instances the answer is no and if that is the case 301 redirects are your friends. For instance you might have created a new (or very similar) version of the same article your site posted years ago so you may consider redirecting one of them generally speaking the older URL might have more equity in the eyes of search engines and potentially would have attracted some backlinks over time. Page URL Date of blog post Page A: blog/how-to-wear-ankle-boots May 2016 Page B: blog/how-to-wear-ankle-boots-in-2019 December 2018 Check if page A has backlinks and if so how many keywords it is ranking for (and how well it is ranking for those keywords)What to do: If page A has enough equity and visibility do a 301 redirect from page B to page A change all internal links (coming from the site to page B) to page A and update metadata of page A if necessary (including the reference of 2019 for instance) If not do the opposite: complete a 301 redirect from page A to page B and change all internal links (coming from the site to page A) to page B. Canonicalisation In case you do need all the pages that are cannibalising for whatever reason (maybe PPC social or testing purposes or maybe it is just because they are still relevant) then canonical tags are your friends. The main difference with a 301 redirect is that both pages will still exist while the equity from page A will be transferred to page B. Let's say you created a new article that covers a similar topic to another existing one (but has a different angle) and you find out that both pages are cannibalising each other. After a quick analysis you may decide you want Page B to be your "primary" so you can use a canonical tag from page A pointing to page B. You would want to use canonicalisation if the content of the two pages is diverse enough that users should see it but not so much that search engines should think it's different. Page URL Date of blog post Page A: blog/how-to-wear-ankle-boots-with-skinny-jeans December 2017 Page B: blog/how-to-wear-high-ankle-boots January 2019 What to do: Use a canonical tag from page A to page B. As a reinforcement to Google you could also use a self-referencing canonical tag on page B. After having assessed accessibility and internal link equity of both pages you may want to change all/some internal links (coming from the site to page A) to page B if you deem it useful. Pages re-optimisation As already touched on it primarily involves a metadata type of cannibalisation which is what I named as type 1 in this article. After identifying the pages whose meta data seem to overlap or somehow target the same/highly similar keywords you will need to decide which is your primary page for that keyword/keyword group and re-optimise the competing pages. See the example earlier in the blog post to get a better idea. Content consolidation This type of solution involves consolidating a part or the entire content of a page into another. Once that has happened it is down to you to decide if it is worth keeping the page you have stripped content from or just 301 redirect it to the other. You would use consolidation as an option if you think the cannibalisation is a result of similar or duplicated content between multiple pages which is more likely to be the type 2 of cannibalisation as stated earlier. It is essential to establish your primary page first so you are able to act on the competing internal pages. Content consolidation requires you to move the offending content to your primary page in order to stop this problem and improve your rankings. For example you might have created a new article that falls under a certain content theme (in this instance boots cleaning). You then realise that a paragraph of your new page B touches on leather boots and how to take care of them which is something you have covered in page A. In case both articles respond to similar intents (one targeting cleaning leather only the other targeting cleaning boots in general) then it is worth consolidating the offending content from page B to page A and add an internal link to page A instead of the paragraph that covers leather boots in page B. Page URL Date of blog post Page A: blog/how-to-clean-leather-boots December 2017 Page B: /blog/boots-cleaning-guide-2019/ January 2019 What to do: Find the offending part of content on page B review it and consolidate the most compelling bits to page A Replace the stripped content on page B with a direct internal link pointing to page A Often after having consolidated the content of a page to another there is no scope for the page where content has been stripped from so it should just be redirected (301). How can I avoid cannibalisation in the first place? The best way to prevent cannibalisation from happening is a simple yet underrated task that involves keyword mapping. Implementing a correct mapping strategy for your site is a key part of your SEO as important as your keyword research. Carson Ward has written an awesome moz blog post about the topic I recommend you have a look. Dont take 'intent' for granted Another way to avoid cannibalisation and the last tip I want to share with you involves something most of you are familiar with: search intent. Most of the time we take things for granted assuming Google will behave in a certain way and show certain type of results. What I mean by this is: When you work on your keyword mapping dont forget to check what kind of results search engines display before assuming a certain outcome. Often even Google is not sure and will not always get intent right. For instance when searching for shoes gift ideas and gift ideas for shoe lovers I get two very..
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When is the Best Time to Post on Instagram for the Maximum Engagement?
Feeling Invisible on Twitter? How to be Sure Youre Tweeting at the Right Time http://bit.ly/2I85Sqc Every marketer is looking for the best time to publish content whether its a Tweet a Facebook post or an Instagram story. Did you know the answer is hiding in your insights? Its no surprise that each business is different; in fact within each business the best time to publish content will vary depending on... Read More The post Feeling Invisible on Twitter? How to be Sure Youre Tweeting at the Right Time authored by Marianne Hynd appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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3 Ways to Improve Instagram Engagement : Social Media Examiner
3 Ways to Improve Instagram Engagement http://bit.ly/2SCNvhn Is Instagram marketing a priority for you? Wondering what types of organic Instagram posts people engage with most? In this article youll discover how you can generate more organic engagement on Instagram. Instagram Marketing Changes to Watch For In 2018 eMarketer estimated that31.8% of the U.S. population uses Instagram. Thats a lot of potential fans The post 3 Ways to Improve Instagram Engagement appeared first on Social Media Marketing | Social Media Examiner.
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YouTube Growth: Audience and Subscriber Numbers Are Rising : Social Media Examiner
YouTube Growth: Audience and Subscriber Numbers Are Rising http://bit.ly/2BsbHZL Welcome to this weeks edition of the Social Media Marketing Talk Show a news show for marketers who want to stay on the leading edge of social media. On this weeks Social Media Marketing Talk Show we explore YouTube audience and subscriber growth and Periscope live streaming with guests with special guest Luria Petrucci. Watch The post YouTube Growth: Audience and Subscriber Numbers Are Rising appeared first on Social Media Marketing | Social Media Examiner.
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6 Digital Transformation Trends for 2019
6 Digital Transformation Trends for 2019 http://bit.ly/2GgkmCD Digital transformation is not a buzzword. I repeat. Digital transformation is not a buzzword. Digital transformation is much more than corporate speak and we should not discount its legitimacy. Yes digital transformation has been overused and diluted by executives and consultants to represent all aspects of digitalization in every facet of a business. But when you study it without bias or agendas an important trend in business modernization is taking shape. In Altimeters latest research The State of Digital Transformation we observed that the most progressive organizations are prioritizing customer experience investments in short-and long-term digital transformation roadmaps. And not only do customers directly benefit from these efforts but companies are also accelerating the modernization of cross-functional operations and business models to better compete in quickly-evolving markets. 1. The Battle Between CIOs and CMOs Course-Corrected Digital Transformation The ongoing tug-of-war between CIOs and CMOs over digital transformation has ended and it is customers who ultimately win. For the better part of 10 years digital transformation was unsurprisingly about digital and how and where CIOs and IT leaders were investing in next-generation technologies. Cloud mobile social apps IoT et al. represented significant updates and upgrades to technological infrastructures aimed at scaling and improving operations and performance. But CIOs werent the only drivers. CMOs recognized the rapid adoption of the same technologies among customers and how they were dramatically reshaping behaviors preferences and outcomes. This led to a historical tug-of-war between CIOs and CMOs the two early adopters and leaders of digital transformation as to who owned digital transformation. While CIOs focused on infrastructure CMOs set their sights on renovating customer touchpoints and supporting back-end systems. According to our research that purported war seems to finally be over. 2. The 2018-2019 State of Digital Transformation This year we saw a noteworthy drop (-77%) in marketings executive leadership of enterprise-wide digital transformation efforts (5%). While it seems that CIOs may have won the contest the truth is that the competition is benefitting organizations and customers alike. In the past marketing was a logical starting place for digital transformation efforts as CMOs aimed to update how companies engage customers and modernize customer touchpoints. Now that mission is even more critical. New devices apps and on-demand services are driving new customer behaviors and expectations. At the same time mobile big data AI machine learning and digital influence represent enablers for innovation beyond marketing expanding the role of CMOs to now include customer engagement experience loyalty and lifetime value. 3. Digital Transformation Drives Business Performance and Growth in the Name of CX Upon further study we learned that the rise in CIO ownership does not at all mean that CMOs are losing stature in digital transformation leadership or influence. In the past marketing was a logical starting place for digital transformation efforts as CMOs aimed to update how companies engage customers and modernize customer touchpoints. Now that mission is even more critical. New devices apps and on-demand services are driving new customer behaviors and expectations. At the same time mobile big data AI machine learning digital influence et al represent enablers for innovation beyond marketing expanding the role of CMOs to now include customer engagement experience loyalty and lifetime value. As digital transformation matures the purview targets complete business modernization to drive growth and performance. Customer experience as a result becomes the catalyst in uniting the enterprise. For example CIOs are looking beyond infrastructure becoming business partners to key functions across the organization. CMOs in partnership with IT are honing their focus on the digital transformation of the traditional marketing function as a whole modernizing it for CX for sales force collaboration and for direct-drive revenue. 4. Digital Transformation Aims at Modernizing Touchpoints to Enhance Customer Experiences Over the years the top drivers for advanced digital transformation efforts have consistently revolved around two things: 1) modernizing technologies across the enterprise and 2) investing in modern customer experiences. Now competing for new market opportunities also becomes paramount. More than half of the companies (51%) we surveyed reported that they are investing in growth opportunities in new markets making it the leading driver for digital transformation efforts. Studying evolving customer behaviors and preferences rank second at 46%. The third leading driver is increased competitive pressure (41%). The reality is that customer touch points must be updated continuously as fractured dated or unintuitive ones impair the customer experience and introduce fissures into customer relationships and loyalty over time. As such CX-focused efforts represent a significant cluster of short and long-term digital transformation priorities to enable a more customer-centric and real-time infrastructure. 5. Short-Term and Long-Term CX Priorities Integrating all social mobile web commerce service efforts and investments to deliver an integrated frictionless and omnichannel customer experience: 54% short-term 57% long-term Investing in more intuitive integrated e-commerce and mobile commerce platforms and processes in the long-and short-term respectively: 36% short-term 37% long-term Overhauling customer service to meet the expectations of connected consumers: 54% short-term 57% long-term Further research into our customers digital touchpoints and customer journey: 54% short-term 57% long-term 6. With Meaningful Digital Transformation Customers Win CX investments represent immediate areas of opportunity but also show that companies are focusing on keeping customer touch points up-to-date and relevant in the long term. As customers become more and more comfortable with mobile and emerging technologies CMOs are aiming to understand these connected customers shifting expectations and preferences better through real-time data and analytics. Additionally CMOs are employing new programs and services that consistently meet the needs of their connected customers as times and trends evolve. Customer experience will only continue to serve as a primary catalyst for digital acceleration and maturity. As a result elite CMOs are shifting the role of marketing to create a business growth engine focused on CX performance and innovation. This may reduce the current need to participate in organization-wide efforts. In due time however this valuable front-line experience and expertise will place marketing back in a leadership position as organizations increasingly place customers at the center of their digital transformation initiatives. Please download Altimeters 2018-2019 State of Digital Transformation for a complete look at the evolving enterprise. The post 6 Digital Transformation Trends for 2019 appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.
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Marketing Reimagined: Why Marketers Must Change Now : Social Media Examiner
Marketing Reimagined: Why Marketers Must Change Now http://bit.ly/2TCuSr1 Is your marketing working as well as it used to? Have you noticed that consumers and customers are behaving differently online? To explore how marketing has shifted recently I interview social media strategist Mark Schaefer. Mark co-hosts the Marketing Companion podcast and is the author of multiple books including Known The Tao of Twitter and The post Marketing Reimagined: Why Marketers Must Change Now appeared first on Social Media Marketing | Social Media Examiner.
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Using STAT for Content Strategy
Using STAT for Content Strategy - Whiteboard Friday http://bit.ly/2SgRAIy Posted by DiTomaso Search results are sophisticated enough to show searchers not only the content they want but in the format they want it. Being able to identify searcher intent and interest based off of ranking results can be a powerful driver of content strategy. In this week's Whiteboard Friday we warmly welcome Dana DiTomaso as she describes her preferred tools and methods for developing a modern and effective content strategy. Click on the whiteboard image above to open a high resolution version in a new tab! Video Transcription Hi everyone. Welcome to Whiteboard Friday. My name is Dana DiTomaso. I'm President and partner of Kick Point which is a digital marketing agency based way up in Edmonton Alberta. Come visit sometime. What I'm going to be talking about today is using STAT for content strategy. STAT if you're not familiar with STAT Search Analytics which is in my opinion the best ranking tool on the market and Moz is not paying me to say that although they did pay for STAT so now STAT is part of the Moz family of products. I really like STAT. I've been using it for quite some time. They are also Canadian. That may or may not influence my decision. But one of the things that STAT does really well is it doesn't just show you where you're ranking but it breaks down what type of rankings and where you should be thinking about rankings. Typically I find especially if you've been working in this field for a long time you might think about rankings and you still have in your mind the 10 blue links that we used to have forever ago and that's so long gone. One of the things that's useful about using STAT rankings is you can figure out stuff that you should be pursuing other than say the written word and I think that that's something really important again for marketers because a lot of us really enjoy reading stuff. Consider all the ways searchers like to consume content Maybe you're watching this video. Maybe you're reading the transcript. You might refer to the transcript later. A lot of us are readers. Not a lot of us are necessarily visual people so sometimes we can forget stuff like video is really popular or people really do prefer those places packs or whatever it might be. Thinking outside of yourself and thinking about how Google has decided to set up the search results can help you drive better content to your clients' and your own websites. The biggest thing that I find that comes of this is you're really thinking about your audience a lot more because you do have to trust that Google maybe knows what it's doing when it presents certain types of results to people. It knows the intent of the keyword and therefore it's presenting results that make sense for that intent. We can argue all day about whether or not answer boxes are awesome or terrible. But from a visitor's perspective and a searcher's perspective they like them. I think we need to just make sure that we're understanding where they might be showing up and if we're playing by Google rules people also ask is not necessarily going anywhere. All that being said how can we use ranking results to figure out our content strategy? The first thing about STAT if you haven't used STAT before again check it out it's awesome. Grouping keywords with Data Views But one of the things that's really nice is you can do this thing called data views. In data views you can group together parts of keywords. So you can do something called smart tags and say "I want to tag everything that has a specific location name together." Opportunities where are you not showing up? Let's say for example that you're working with a moving company and they are across Canada. So what I want to see here for opportunities are things like where I'm not ranking where are there places box showing up that I am not in or where are the people also ask showing up that I am not involved in. This is a nice way to keep an eye on your competitors. Locations Then we'll also do locations. So we'll say everything in Vancouver group this together. Everything in Winnipeg group this together. Everything in Edmonton and Calgary and Toronto group all that stuff together. Attributes (best good top free etc.) Then the third thing can be attributes. This is stuff like best good top free cheap all those different things that people use to describe your product because those are definitely intent keywords and often they will drive very different types of results than things you might consider as your head phrases. So for example looking at "movers in Calgary" will drive a very different result than "top movers in Calgary." In that case you might get say a Yelp top 10 list. Or if you're looking for "cheapest mover in Calgary"again a different type of search result. So by grouping your keywords together by attributes that can really help you as well determine how those types of keywords can be influenced by the type of search results that Google is putting out there. Products / services Then the last thing is products/services. So we'll take each product and service and group it together. One of the nice things about STAT is you can do something called smart tags. So we can say figure out every keyword that has the word "best" in it and put it together. Then if we ever add more keywords later that also have the word "best"they automatically go into that keyword group. It's really useful especially if you are adding lots of keywords over time. I recommend starting by setting up some views that make sense. You can just import everything your client is ranking for and you can just take a look at the view of all these different keywords. But the problem is that there's so much data when you're looking at that big set of keywords that a lot of the useful stuff can really get lost in the noise. By segmenting it down to a really small level you can start to understand that search for that specific type of term and how you fit in versus your competition. A deep dive into SERP features So put that stuff into STAT give it a little while let it collect some data and then you get into the good stuff which is the SERP features. I'm covering just a tiny little bit of what STAT does. Again they didn't pay me for this. But there's lots of other stuff that goes on in here. My personal favorite part is the SERP features. Which features are increasing/decreasing both overall and for you? So what I like here is that in SERP features it will tell you which features are increasing and decreasing overall and then what features are increasing and decreasing for you. This is actually from a real set for one of our clients. For them what they're seeing are big increases in places version 3 which is the three pack of places. Twitter box is increasing. I did not see that coming. Then AMP is increasing. So that says to me okay so I need to make sure that I'm thinking about places and maybe this is a client who doesn't necessarily have a lot of local offices. Maybe it's not someone you would think of as a local client. So why are there a lot more local properties popping up? Then you can dive in and say "Okay only show me the keywords that have places boxes." Then you can look at that and decide: Is it something where we haven't thought about local SEO before but it's something where searchers are thinking about local SEO? So Google is giving them three pack local boxes and maybe we should start thinking about can we rank in that box or is that something we care about. Again not necessarily content strategy but certainly your SEO strategy. The next thing is Twitter box and this is something where you think Twitter is dead. No one is using Twitter. It's full of terrible people and they tweet about politics all day. I never want to use it again except maybe Google really wants to show more Twitter boxes. So again looking at it and saying "Is Twitter something where we need to start thinking about it from a content perspective? Do we need to start focusing our energies on Twitter?" Maybe you abandoned it and now it's back. You have to start thinking "Does this matter for the keywords?" Then AMP. So this is something where AMP is really tricky obviously. There have been studies where it said "I implemented AMP and I lost 70% of my traffic and everything was terrible." But if that's the case why would we necessarily be seeing more AMP show up in search results if it isn't actually something that people find useful particularly on mobile search? Desktop vs mobile One of the things actually that I didn't mention in the tagging is definitely look at desktop versus mobile because you are going to see really different feature sets between desktop and mobile for these different types of keywords. Mobile may have a completely different intent for a type of search. If you're a restaurant for example people looking for reservations on a desktop might have different intent from I want a restaurant right now on mobile for example and you're standing next to it and maybe you're lost. What kind of intent is behind the search results? You really have to think about what that intent means for the type of search results that Google is going to present. So for AMP then you have to look at it and say "Well is this newsworthy? Why is more AMP being shown?" Should we consider moving our news or blog or whatever you happen call it into AMP so that we can start to show up for these search results in mobile? Is that a thing that Google is presenting now? We can get mad about AMP all day but how about instead if we actually be there? I don't want the comment section to turn into a whole AMP discussion but I know there are obviously problems with AMP. But if it's being shown in the search results that searchers who should be finding you are seeing and you're not there that's definitely something you need to think about for your content strategy and thinking "Is AMP something that we need to pursue? Do we have to have more newsy content versus evergreen content?" Build your content strategy around what searchers are looking for Maybe your content strategy is really focused on posts that could be relevant for years when in reality your searchers are looking for stuff that's relevant for them right now. So for example things with movers there's some sort of mover scandal. There's always a mover who ended up taking someone's stuff and locking it up forever and they never gave it back to them. There's always a story like that in the news. Maybe that's why it's AMP. Definitely investigate before you start to say "AMP everything." Maybe it was just like a really bad day for movers for example. Then you can see the decreases. So the decrease here is organic which is that traditional 10 blue links. So obviously this new stuff that's coming in like AMP like Twitter like places is displacing a lot of the organic results that used to be there before. So instead you think well I can do organic all day but if the results just aren't there then I could be limiting the amount of traffic I could be getting to my website. Videos for example now it was really interesting for this particular client that videos is a decreasing SERP for them because videos is actually a big part of their content strategy. So if we see that videos are decreasing then we can take a step back and say "Is it decreasing in the keywords that we care about? Why is it decreasing? Do we think this is a test or a longer-term trend?" Historical data What's nice about STAT is you can say "I want to see results for the last 7 days 30 days or 60 days." Once you get a year of data in there you can look at the whole year and look at that trend and see is it something where we have to maybe rethink our video strategy? Maybe people don't like video for these phrases. Again you could say "But people do like video for these phrases." But Google again has access to more data than you do. If Google has decided that for these search phrases video is not a thing they want to show anymore then maybe people don't care about video the way that you thought they did. Sorry. So that could be something where you're thinking well maybe we need to change the type of content we create. Then the last one is carousel that showed up for this particular client. Carousel there are ones where they show lots of different results. I'm glad that's dropping because that actually kind of sucks. It's really hard to show up well there. So I think that's something to think about in the carousel as well. Maybe we're pleased that that's going away and then we don't have to fight it as much anymore. Then what you can see in the bottom half are what we call share of voice. Share of voice Share of voice is calculated based on your ranking and all of your competitors' ranking and the number of clicks that you're expected to get based on your ranking position. So the number 1 position obviously gets more ranks than the number 100 position. So the share of voice is a percentage calculated based on how many of these types of items types of SERP features that you own versus your competitors as well as your position in these SERP features. So what I'm looking at here is share of voice and looking at organic places answers and people also ask for example. So what STAT will show you is the percentage of organic and it's still for this client and obviously this is not an accurate chart but this is vaguely accurate to what I saw in STAT organic is still a big beefy part of this client's search results. So let's not panic that it's decreasing. This is really where this context can come in. But then you can think all right so we know that we are doing "eeh" on organic. Is it something where we think that we can gain more? So the green shows you your percentage that you own of this and then the black is everyone else. Thinking realistically you obviously cannot own 100% of all the search results all the time because Google wouldn't allow that. So instead thinking what's a realistic thing? Are we topping out at the point now where we're going to have diminishing returns if we keep pushing on this? Identify whether your content efforts support what you're seeing in STAT Are we happy with how we're doing here? Maybe we need to turn our attention to something else like answers for example. This particular client does really well on places. They own a lot of it. So for places it's maintain watch don't worry about it that much anymore. Then that can drop off when we're thinking about content. We don't necessarily need to keep writing blog post for things that are going to help us to rank in the places pack because it's not something that's going to influence that ranking any further. We're already doing really well. But instead we can look at answers and people also ask which for this particular client they're not doing that well. It is something that's there and it is something that it may not be one of the top increases but it's certainly an increase for this particular client. So what we're looking at is saying "Well you have all these great blog posts but they're not really written with people also ask or answers in mind. So how about we go back and rewrite the stuff so that we can get more of these answer boxes?" That can be the foundation of that content strategy. When you put your keywords into STAT and look at your specific keyword set really look at the SERP features and determine what does this mean for me and the type of content I need to create whether it's more images for example. Some clients when you're looking at e-commerce sites some of the results are really image heavy or they can be product shopping or whatever it might be. There are really specific different features and I've only shown a tiny subset. STAT captures all of the different types of SERP features. So you can definitely look at anything if it's specific to your industry. If it's a feature they've got it in here. So definitely take a look and see where are these opportunities. Remember you can't have a 100% share of voice because other people are just going to show up there. You just want to make sure that you're better than everybody else. Thanks. Video transcription by Speechpad.com Sign up for The Moz Top 10 a semimonthly mailer updating you on the top ten hottest pieces of SEO news tips and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!
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Surveying for Better Decisions: The Journey: Season 2 Episode 20 http://bit.ly/2WNWn2T Wonder if you should survey your customers? Then watch The Journey Social Media Examiners episodic video documentary that shows you what really happens inside a growing business. Watch the Journey This episode of the Journey goes behind the scenes to reveal how Social Media Examiner uses an annual survey of its customers to inform content The post Surveying for Better Decisions: The Journey: Season 2 Episode 20 appeared first on Social Media Marketing | Social Media Examiner.
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Ryan Kh| Social Media for eCommerce | NealSchaffer.com
How Lax Social Media Security Can Destroy Your Online Store http://bit.ly/2Gt23tp Digital security has become a much bigger concern over the past few years. Recent statistics show that 60% of small businesses that suffer a data breach are forced into bankruptcy within six months. This figure is likely higher for online retailers since they are obviously more dependent on their digital presence. Online retailers are taking... Read More The post How Lax Social Media Security Can Destroy Your Online Store authored by Ryan Kh appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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Ryan Kh| Social Media for eCommerce | NealSchaffer.com
Awesome Opportunities and Frustrating Limitations of Facebook Search Ads http://bit.ly/2DWVIoh Have you started getting annoyed with the performance of your Facebook ads? You arent alone. This is a common complaint among e-commerce marketers I have spoken with. Dont worry Facebook shared some great news just in time for Christmas! They have started offering in their own search marketing ads. The ads will be limited... Read More The post Awesome Opportunities and Frustrating Limitations of Facebook Search Ads authored by Ryan Kh appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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Olivier Verot
How Can Luxury Brands Leverage Social Commerce to Succeed in China http://bit.ly/2DXlp8o Rich consumers (generally 20-60 years old) are fairly concentrated in large urban areas with Beijing Guangdong and Shanghai housing about half of this group. These individuals are successful entrepreneurs top managers and business owners. They pursue the best products available particularly imports and are the perfect candidates to market new products to. Premium supermarkets have... Read More The post How Can Luxury Brands Leverage Social Commerce to Succeed in China authored by Olivier Verot appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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Vinay Koshy
How to Easily Humanize Your Brand with a Visual Content Calendar http://bit.ly/2Gwjt8f The challenge of creating engagement on social media is that business owners tend to forget that social platforms are less engaging than people. According to Ascend2most businesses find social media the most difficult channel to use and creating compelling content the most challenging of media tasks. However this need not be the case. You can... Read More The post How to Easily Humanize Your Brand with a Visual Content Calendar authored by Vinay Koshy appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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Olivier Verot
Understanding China's Black Friday Singles Day and How Brands are Leveraging It http://bit.ly/2SwTgwZ 2018 Singles Day recap! 140000 brands participated in this special day including 60000 global brands like Lululemon Adidas Bose Gap Nike Macys Zara and the list goes on. Brands from the U.S. Germany Australia Japan and South Korea have been taking part in the day and are among the top international brands preferred by Chinese... Read More The post Understanding China's Black Friday Singles Day and How Brands are Leveraging It authored by Olivier Verot appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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Ryan Kh| Social Media for eCommerce | NealSchaffer.com
3 Signs You Need to Refine Your Facebook Lead Scoring Model For eCommerce http://bit.ly/2Grn87w A growing number of e-commerce entrepreneurs are reducing the amount of money they spend on Google Ads and focusing on Facebook instead. This is due largely to the cost of Google Ads which has risen to $2.69 making it too expensive for smaller e-commerce companies. Many e-commerce marketers have started to increase their spend on... Read More The post 3 Signs You Need to Refine Your Facebook Lead Scoring Model For eCommerce authored by Ryan Kh appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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Ryan Kh| Social Media for eCommerce | NealSchaffer.com
How to Repurpose Your eCommerce Content as Social Video http://bit.ly/2SxdqH7 Posting video to your social media profiles can be an excellent way to generate traction for your marketing. One poll found that 51% of marketers cite video marketing as the best way to boost ROI. Despite the obvious benefits of video marketing for social media most marketers shy away from it. Video marketing might seem... Read More The post How to Repurpose Your eCommerce Content as Social Video authored by Ryan Kh appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
a man and woman standing next to each other holding shopping bags in front of them
Olivier Verot
How Fashion Brands in China Can Leverage Influencer Marketing http://bit.ly/2Gqh2UZ Wearing luxury clothes mean a lot they give the wearer status. Its important to understand that Chinese customers are becoming more sophisticated and they strongly appreciated international brands. When it comes to taking advice Chinese value the information from their peers friends bloggers and celebrities they follow. These people are also known as KOLs (Key... Read More The post How Fashion Brands in China Can Leverage Influencer Marketing authored by Olivier Verot appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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Six Powerful Ways to Create Engaging Video Content for Social Media
How to Create Video Content for Your Social Media Sales Funnel http://bit.ly/2SB62uj Want to add video to your social media marketing plan? With more video content having been created in the last 30 days than the amount of television content created in the last thirty years standing out with your video content is a challenge. But if done properly social media video can help achieve your business objectives. Discover how to use video to support your social media sales funnel. The post How to Create Video Content for Your Social Media Sales Funnel authored by Vinay Koshy appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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How to Develop a Killer Content Strategy in 18 Easy Steps
5 Effective Ways That Will Improve Your Content Marketing Strategy http://bit.ly/2HUWFSg Have you upgraded your content marketing strategy for 2019? What strategies have you put in place to improve your content marketing campaign? Every seasoned marketer will always search for more content marketing ideas and the most effective ways to strengthen his marketing practices to enable him to stay ahead of the competition and maximize return... Read More The post 5 Effective Ways That Will Improve Your Content Marketing Strategy authored by Moss Clement appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.
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Nikhil Premanandan
How a Business Can Create a Great Snackable Video Strategy http://bit.ly/2Gf9zbM What is a snack? Snack is a small serving of food eaten between meals. People follow routines everywhere. Some routines are professional and some are personal. A snack is usually consumed during a break from these routines. It is not meant to be or taste like a regular meal. As it is consumed during a... Read More The post How a Business Can Create a Great Snackable Video Strategy authored by Nikhil Premanandan appeared first on Neal Schaffer-Social Media Speaker Author Consultant Educator and Influencer.