Tag: Google

Internet Marketing

5 Beginner Tips For Dominating Google Ads

With over 3.5 billion searches on Google every single day, the chances are that your ideal customer is already searching for you.
All you need to do is pop up in their search results.
Google Ads is one of the most effective ways to do this in the short run. Many businesses have leveraged Google Ads to kickstart their growth.
In this article, you will find out:

How Google Ads works.
5 of the most important tips for using Google Ads.
How to stop Google Ads and if that should matter when deciding your marketing strategy.

Let’s dive in…
How does Google Ads work?
To begin with, you need to understand how Google Ads (previously known as Google Adwords) really works.
Every time someone types a search query into Google, they see a list of search results. And

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The cookies crumble: Is enhanced digital privacy the end of programmatic as we know it?

The ad tech industry has faced a flood of challenges — with the GDPR driving stricter data regulation, brand safety concerns sparking the ‘adpocalypse’, and Apple’s Safari ITP limiting cookie use. Add Google’s updated Chrome privacy features to the mix, and many are left wondering: what’s next for programmatic?
Programmatic platforms were built with the cookie in mind and a surprisingly large number still rely on third-party data. But as the cookie crumbles and leaves a shallower pool of targetable consumers, it will be increasingly difficult to maintain business as usual.
As long as the industry evolves, however, this doesn’t have to be the end of programmatic. To ensure lasting success, it must recognise growing demand for better privacy as a positive change and adapt accordingly: adjusting data sources and

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The BBC’s Beeb shows why AI voice assistants are not yet ready for enterprise prime time

Opinion Last week, the BBC announced that it has begun work on a voice-enabled virtual assistant scheduled for 2020. Codenamed Beeb, the new virtual assistant is being seen as an alternative to Amazon’s Alexa and Google Home, with a focus on helping users find content on the British broadcaster’s services and being able to understand British regional accents.
This last part is important, because it indicates that even as far as we have come with voice technology, companies are still stumbling at the first hurdle – accurately understanding their customers. Anyone who has ever interacted with a voice assistant will tell you that the likelihood of it misinterpreting a command is commonplace – doubly so, if you have a thick accent or are not a native speaker of its default

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How to Increase Page Speed on Image-Heavy Websites

Images are the essence of contemporary websites; without them, it is difficult to establish a long-lasting impression on your visitor.
Images help businesses engage their visitors and minimize bounce rates; however, they can also be the cause behind weak web performance. Search engine crawlers like Google and Bing detest image-heavy and slow loading websites. Heavy images drastically cause page loading times to increase.
How do websites display stellar quality images while reducing their sizes and still not suffer a loss in quality? Below are actionable steps that website owners, SEO experts, bloggers, and online eCommerce shops can utilize to increase page speed.
Post summary:

Benefits of optimizing images
How to optimize images for faster page loading speeds
What are SVGs and why you should consider using them?
Other best practices for image-heavy websites
How can I

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5 Types of Content That Grab Immediate and Lasting Attention With Prospects

Attention – you can have insanely high conversion rates and super compelling products, but still lose if you’re not able to get attention.
Follow and reverse engineer what Jeff Bullas does and you’ll notice a pattern. Create content, publish, and share it.
Is that it?
No way, Jose.
What kind of content? Where is it published? How is it shared?
In this post, we’ll cover the different types of content that get attention.
Need help blogging? Click here for a 10% discount on blog writing services.
1. Video
It’s hard to contemplate getting out of your comfort zone if you’re a great blogger, but you need to start getting into video.
According to the latest Alexa stats, YouTube is the second most visited site in the world. In an article on Think With Google, David Mogensen (Head

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How Amazon’s ad network fuelled the 2019 Prime Day – and will continue to do so

The richest man in the world, Jeff Bezos, has even more reason to celebrate. Amazon’s 48-hour Prime Day event this year just provided a glimpse of what ecommerce — and most likely, all commerce — might look like in the years to come.
Almost half of online shoppers in the US now begin their product searches on Amazon, compared with 35 percent who turn first to Google. Bezos is also pushing to broaden Amazon’s influence in brick-and-mortar operations, offering Prime member discounts at Amazon-owned Whole Foods markets and the soon-to-be-rolled-out, largely automated, Amazon Go stores.
The latest evidence of the extent to which Bezos has changed the DNA of retail came during the July 15-16, 2019, Prime Day online sales marathon. According to Forbes retail columnist Pamela N. Danziger, last year’s

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How to Improve Website Engagement in the Era of Information Overload

Despite the best efforts of marketers who spend hours crafting click-bait headlines for social media, most of us scroll straight past them.
Unfortunately, this is the most likely behavior of your customers too.
The information overload epidemic is real and it’s posing a dilemma for marketers who are desperately searching for attention.
How do you get people to pause, observe what it is you have to say, and engage with your brand?
Brands of all shapes and sizes are publishing more and more content on social media in an effort to get noticed. Yet, the impact is often the antithesis of attention. Our minds quickly filter through the important information and weed out the things we don’t want to deal with.
Google traffic, once the most engaging, is seeing a similar trend. Consumers

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Beyond the blacklist: The best tools you need to ensure brand safety

With the recent announcement from Google that YouTube might never be 100% brand-safe, brands are once again being forced to grapple with the thorny issue of brand safety.
Blacklists have emerged as the most popular tool for dealing with the most common concerns, being used by over 60% of marketers in the last year. While this approach does effectively insulate brands from unsafe environments, many have found it also acts as a barrier between themselves and potential audiences, reducing reach and ad-spend ROI.
Thankfully, the wide range of alternative tools available to marketers means that it is entirely possible to ensure brand safety without limiting your reach in the process. The focus for brands needs to be on educating themselves about which tools will work best for them. Brand

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How to Show Up In Google Maps: A Google My Business Optimization Checklist

When it comes to getting new inquiries and sales for your local business, local SEO is found to be extremely effective.
In fact, a recent article from Search Engine Watch shows that “there was a 20.1% increase in clicks to call, clicks for directions, and clicks to a business’s website” with Google My Business (GMB) interactions when comparing stats from 2017 and 2018.
This is HUGE!

But in order to generate these clicks, your website’s GMB profile needs to be visible to interested searchers.
To give your business the highest probability of showing up in Google Maps for searches relevant to your business, we have provided a checklist below of GMB optimizations to help you achieve this. 
1. Create or claim your Google My Business profile
The first thing you need to do is

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Amazon beats Apple and Google to world’s most valuable brand ranking

Amazon has overtaken Apple and Google to become the world’s most valuable brand, according to a new report from WPP and Kantar.
The 2019 BrandZ Top 100 Most Valuable Global Brands ranking was as ever dominated by technology, with five of the top 10 designated as tech providers. Amazon and Alibaba (#7) were designated in the retail space, while McDonald’s – whose recent purchase of personalisation software provider Dynamic Yield was well documented – Visa and AT&T completed the top 10.
Of those in the top 10, Google – last year’s victor – fell to #3, while Tencent dropped to #8 from fifth position in 2018 and McDonald’s fell a place to #9. Despite the latter’s drop, the report noted McDonald’s brand value had increase 3%. Amazon, by comparison, saw

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What Salesforce, Google and Microsoft’s acquisitions tell us about CRM – and why data is the new capital

This week’s acquisitions by Salesforce (Tableau), Google (Looker) and Microsoft (PowerAI) all point to one critical change in the business environment – that data is the new capital. We have financial capital and human capital – now we have data capital.
Using data properly allows large enterprises to better predict what their customers need. In the good old days, circa five years ago, you only used addresses to mail invoices. Sometimes it was used in demographic segmentation for marketing purposes.
Now using state-of-the-art AI models, it can have a seriously important impact on making predictions about the customer’s behavior. The press is full of comments on the negative side of large enterprises having too much data about us. But how about they stop spamming us with useless emails that we do

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The reality of truly personalised marketing approaches: An investor’s viewpoint

The marketing and advertising technologies sector has experienced incredibly rapid change in the past few years. The pace of change is accelerating due to the proliferation of data across multiple channels, which enables marketers to build ever more precise profiles of their customers.
Marketers can now draw on data from search engines, social media, content viewing and more to understand what individuals are interested in and how likely they are to make a purchase. At the same time, the cost of analysing this data in real time has reduced dramatically as cloud service providers such as Amazon Web Services, Google Cloud and Microsoft Azure compete to attract customers to their huge data centres.
These developments combine to help marketers move ever closer to providing truly personalised marketing – an ideal

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To Google, or not to Google: Why collaboration is vital for the future digital ecosystem

Opinion In a double clampdown, Google has capped the campaign data available to advertisers and the inventory they can buy — thereby severely restricting their flexibility to deliver successful campaigns to consumers.
Its decision to block use of the DoubleClick ID when transferring data between services has left advertisers in the dark — unable to connect the dots between campaign insights held in DoubleClick Bid Manager (DBM), Campaign Manager (DCM) or the Google Exchange, with behavioural data from other ad tech providers such as Adobe Analytics. Without this data, understanding which audiences to buy so that messages reach the most economically productive users has become a guessing game.   
And the limitations on buying make matters worse. Advertisers using independent tools in any capacity, such as to test for ad

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Why Good Content Isn’t Enough: Lessons From The Latest Content Marketing Studies

Why Good Content Isn’t Enough: Lessons From The Latest Content Marketing Studies

It used to be that as long as you wrote long-form, valuable content on a regular basis, you could do well at content marketing .

Unfortunately good content isn’t enough anymore.

The SERPs are getting more competitive, and the marketplace is turning into a winner-take-all battle to the death.

Here’s what the latest content marketing studies can teach us about ‘good’ content and why it’s no longer going to get you the results you want.

1. The battleground is overflowing

On average, four million blog posts are published daily. With so much competition, it’s becoming nearly impossible for your content to be seen.

There are millions to billions of search results for even the most absurd keywords on Google:

The battleground is overflowing for content marketing studies

“Good” content isn’t enough to make your post the one-in-a-million (or billion) articles that earn a coveted spot on the first page in SERPs. After all, only the top ten make it onto page one. At most.

Back in 2015, Moz reported a significant spike in the number of SERPs showing fewer than ten results .

SERPs showing fewer than ten results for content marketing studies

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And this trend hasn’t reversed.

But wait: does it matter if page one is only showing 5–7 results instead of the usual 10? If your article is ranking in position 8, you’re probably screaming, ‘Hell yeah!’

While, in reality, it’s not going to make much of a difference. Because over 95% of people click on one of the first five results:

International exact position for content marketing studies

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So, if you’ve been competing to get on the first page, you’ve been wasting your efforts. You need to be within the top 5 results. Which takes a lot more than just good content.

Optinmonster recently shared the ten most important SEO ranking factors for 2019.

the ten most important SEO ranking factors for content marketing studies

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When looking at the list, it’s understandable if you start to feel a little excited about your chances. After all, the first three ranking factors (site security, page speed, and mobile friendliness ) are all fairly easy to meet with little to no technical or SEO knowledge .

Unfortunately, it starts to go downhill from there. It’s nearly impossible to gain the links and social signals required to rank in the top positions on search results.

Research from Moz and Buzzsumo indicated that 75% of blog posts received zero links and fewer than ten shares.

And it’s only gotten worse over the last four years. Much worse.

Today, according to a study by Backlinko, 94% of all blog posts have zero external links . 94%!

94% of all blog posts have zero external links for content marketing studies
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That means only 6% of the content being produced earns even a single backlink.

And your chances of getting multiple backlinks is even less likely. The same study shows that only 2.2% of posts earn backlinks from more than one external website.

Yet the top SERP spot holders have acquired thousands of links:

SERP spot holders for content marketing studies

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Competition is fierce. And the newer your site is, the more you’re at a disadvantage.

No one is going to link to your post unless it’s the best of the best.

That means content that: is audience and intent driven, has compelling copy, and covers a wide variety of subjects.

Sure, these types of articles might have been good enough in the past. But these days, all the experts agree that anything surface level isn’t going to make the grade :

Result Comparison for content marketing studies

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It’s no wonder that bloggers are relying more and more on paid traffic and influencers to help them reach their audience.

According to research conducted by Orbit Media, the number of bloggers who pay for website traffic has increased by 322% in the last five years!

Bloggers who report strong results based on type of promotions for content marketing studies

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These days, only the top 1% of 1% will ever show up in the top five SERPs.

And that’s not even the worst part…

2. Click-through rates are abysmal

We’ve already covered that 95% of click-throughs go to the first five results in SERPs. Which is bad enough. But just how closely did you look at that graph that I shared?

Let’s blow it up for easier viewing:

Click-through rates are abysmal for content marketing studies

Over 30% of CTRs on a desktop go to just the first SERP result. And that rate gets cut roughly in half as soon as your article slips just one position. While things are mildly better on mobile devices, it’s still a shockingly steep curve.

By the time you’re in third place, you’re only getting a third of the click-throughs of first place.

At this point, you may be so depressed by the competitive SERP environment that you’re thinking about your other options. After all, SEO is far from the only way to get your content out there.

Maybe you’re willing to put your money into paid ads?

Well, that’s no guarantee that your content will be seen either. According to WordStream’s latest survey, the average AdWords CTR is 3.17% for search and 0.46% for display ads.

Google Adrrords Industry Benchmarks average click through rate

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Both these averages are higher than when the survey was first done in 2016. But the average cost per click has also gone up over that period. Which brings us back to the insanely competitive battleground.

You could opt for social media ads instead. But the competition is just as fierce there. Acquisio reports that the average CTR of a Facebook Ad ranges between 0.5%–1.6%.

What about email marketing?

This option is marginally better, with an industry average CTR of 7.06%, according to Constant Contact.

All Industries Overall Average for content marketing studies

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But of course, you need to account for the insane reduction in potential reach. Since you’ve now gone from a SERP or social media audience in the 6–7 digits to a small mailing list. Even with the right lead magnets , your list is probably only in the 4–5 digits.

Wait, what about video content ? Cisco reported that 82% of all internet traffic will be related to video content by 2021. And as a newer development, it should be less competitive, with better results, right?

Wrong.

Video marketing is already as saturated a market as blogging , if not more so. Companies are already dominating with video, and first to market advantage for it was lost years ago:

Case Study Snowboard addiction for content marketing studies

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People already watch a staggering hour or more of online video content every day. And video-based ads have skyrocketed by 95% in the last few years.

Andrew Chen coined a special name for this CTR problem: the Law of Shitty Clickthroughs.

Back in the early days, even mediocre content got noticed, because there was very little competition. Skip ahead to 2011 and CTRs had already dropped to alarmingly low levels.

Check out Andrew Chen’s display ad example:

Check out Andrew Chen’s display ad example for content marketing studies

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And as he predicted, CTRs have continued to decay.

3. The game is rigged

We’ve already talked about the fact that Google is reducing the number of SERPs on page one. But we didn’t talk about what those organic results are being replaced with.

Enter the Knowledge Graph.

The game is rigged for content marketing studies

The knowledge graph was created by Google to answer people’s questions without making them click on a result to find the answer.

In other words, you’re now competing with the house. And the house always wins.

A recent study conducted by Moz reports that 40% of search results now end without a single click.

Which means that 40% of people have got their answers straight from Google, without ever having to click through to your website or anyone else’s.

And that percentage will only continue to grow.

Back on Wednesday, March 14, 2018, Google started experimenting with zero-result SERPs where organic search results were entirely removed from a small number of keyword searches such as the one shown here about the time in Seattle:

Google started experimenting with zero-result SERPs for content marketing studies

The experiment was halted less than a week later . But it is still an important omen of what may come.

Danny Sullivan update post for content marketing studies

And we shouldn’t be surprised since this has been Google’s primary objective since Day 1 .

Couple that with the fact that most people only read for 15 seconds on your content, leading to scroll maps and heat maps that look like this :

heat maps for content marketing studies

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All that hard work for almost zero real content consumption, and therefore, no brand awareness or development.

I’m not trying to suggest that SEO will disappear. Far from it. After all, Amazon and Voice search both equal SEO.

But we need to start looking at SEO and content in a new light. It’s no longer just text. And it’s no longer even static. Content is becoming more conversational, both through voice search and chatbots .

This is just yet another sign that SERPs have become winner-take-all markets. And ‘good’ content is not enough to survive. So what makes the cut? What is better than “good enough” in today’s market?

Let’s cover a few examples of how companies are standing out.

Check out this customer service resume article by Freshdesk . It covers multiple subsections and targeted keywords in the customer service space. This is a great start. Then, it delivers with detailed content and a free PDF to drive big-time on site and user satisfaction, all while building their brand:

customer service resume article by Freshdesk for content marketing studies

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Want to produce better content? Stop settling for mediocrity. Drive value through depth, content upgrades, and understanding what the user wants to see.

Another stellar example is from SpyFu , a competitive analysis tool. In a blog post about SEO audits , a topic that has been covered more times than you can probably count without going crazy, they vastly improved their value. How? First, they added a table of contents for usability:

blog post about SEO audits for content marketing studies

But that was just a minor step. Then, they took usability to the next level and created a video showcasing how to do it for visual learners and those that want to follow along:

How to do an SEO Audit for content marketing studies

Finally, they were responsive in the comments section answering any and every inquiry:

Responsive comment for content marketing studies

Want better results? You have to go the extra mile as SpyFu did. That means better-formatted content, more formats to consume it, and responding fast.

Conclusion

Content marketing can still provide significant results for your business. If it couldn’t, people wouldn’t still be creating millions of blog posts every day.

But in this hyper-competitive market, with no barrier to entry, anything less than extraordinary will languish in obscurity.

If your content is not amazing, unique, or controversial… don’t bother. Because the odds are literally stacked against you in almost every way possible.

You’re fighting an uphill battle. Where you need to be the one in a million to get noticed.

Guest author: David Zheng is the Founder of Growth Wit  and Wisemerchant  and the Head of Growth at BuildFire . He specializes in growth and content strategies to help influencers, eCommerce brands, venture-backed startups, and Fortune 500 companies grow their traffic and revenue online.

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How to Adapt Your Content Strategy to the Future of Google

How to Adapt Your Content Strategy to the Future of Google

SEO is one of the fastest-changing marketing channels and no wonder! Google is coming up with dozens of updates and changes each year forcing forward-thinking digital marketers to come up with more and more ways to keep up.

But keeping up is not even enough. In order to maintain consistent search engine visibility marketers need to keep looking into the future of Google. What will the search industry look like in 5 years and what should we be doing now to prepare?

I’m not that good at predicting the distant future of Google but here are three emerging trends to embrace now:

Use topic clusters to structure internal linking

While internal links define the hierarchy and structure of a site, they also make navigation intuitive and easy, while distributing link authority through the pages. However, if they are not organized well, the full benefit of an internal linking strategy won’t be achieved.

Using the topic clustering technique is a great way to create an effective internal linking strategy that will help both search crawlers and human beings to better understand your site.

Simply put, a topic cluster is grouping your site pages by topic. It’s an enhanced and combined version of a blog category page and the manually curated “Resources” page.

Topic clusters should demonstrate that a site covers a specific subject comprehensively, i.e. users will be able to find an answer to any subject-related question on the site.

You can build an effective topic-cluster-driven internal linking page by following these two steps:

1. Identify your topics

You’ll need comprehensive pages for each topic the site covers, so it’s important to determine the site’s main topic areas.

Although it’s normally not fun to do, it’s critical to conduct a content audit. This will force you to take a long, hard look at the existing content. This should be relatively easy, provided you’ve been tagging and categorizing the content consistently.

If the content is not structured by tags and categories, it’s a good idea to create a simple spreadsheet to help you create order and structure. Each row should have the URL of a blog post and the corresponding focus topic. Identify the posts that could serve as pillar pages.

2. Build clusters and interlink them together

When this is done, it should be relatively easy to group all posts into clusters. When it comes to internal linking:

  • Use breadcrumbs for each article within a cluster to link to its parent/pillar page. Use Google’s official best practices to markup the breadcrumbs using structured data.
  • Use in-content links to internally inter-link all pages within each cluster.

I am a big proponent of in-content links for two main reasons:

  • They are believed to be more effective for spreading link equity around the site than menus and footer links.
  • They are better for click-through:

Genentech click through for future of google

Although it is okay to link content to topics that are not in the cluster, this should only be done when necessary. The objective here is to provide links that will guide visitors through the customer journey and answer increasingly specific questions while breaking down conversion barriers.

3. Create an on-going strategy to promote your clusters

Re-vamping your current category pages to turn them into clusters is a good idea. Here’s a great article on how to rank your category pages by turning them into pillar content pages:

Create the On-gfoing Strategy to Promote Your Clusters for future of google

As you can see, the end goal is to create high-quality multi-media resource pages categorizing your existing content by topic. On top of all, these are also your biggest assets. By marketing these pages you ultimately promote all the individual articles and assets that are linked from your pillar pages.

My suggestion is to add your SEO team to your social media calendar for them to be able to add these pages for social media promotion as soon as they are done working on them. ContentCal is a tool that can help you put these articles into circulation. Your SEO team can add the pillar pages into the “Pinboard” for your social media manager to put them on a schedule:

ContentCal Pinboard for future of google

[ContentCal bridges the gap between your SEO and social media marketing teams allowing your SEO assets to be effectively promoted through brand social media channels increasing their organic visibility.]

Leverage user intent for SEO

In the SEO world, “Searcher intent optimization ” has received a lot of attention lately. These days Google focuses on identifying and measuring user satisfaction signals. And the future of Google looks very similar.

This refers to a search sequence when a user sends a query, finds and clicks on the relevant link, discovers useful information, and then either enters a query for the next stage of the journey or stops searching.

The objective of user-intent profiling is to achieve higher user satisfaction which improves your rankings (by sending positive signals to Google) and keeps your customers on your site (by giving them what they want).

Users can be targeted based on funnel stages if the content is created around the search intent. Queries can be divided into three categories : transactional, informational, and navigational.

  • Transactional queries are executed by users who have done their research and want to purchase something. These are bottom-of-the-funnel prospects and these queries have the highest value. These often include terms such as “requirements,” “integration,” “pricing,” and “comparison.”
  • Informational queries are executed by users who are doing research and are not really interested in purchasing anything. These often include terms like “when is,” “how does,” “what is,” etc.
  • Navigational queries are executed by users who want to find out where they need to go to in order to fulfill a need. They could be looking for a physical location or a URL. These include the brand name, “address,” “location,” or a generic product name.

You will likely to see more clicks and conversions if you focus on creating content that directly responds to these three types of queries. Search engines use topic modeling and other known factors to determine user intent and match it to page content.

You can reverse-engineer Google’s understanding of search intent for each query using Text Optimizer which is an advanced SEO tool that grabs Google search results for each query and applies semantic analysis to extract intent tables:

  • Type in your search query
  • Select “Google”
  • Click “New text”

You’ll see the tool generate the list of all terms and concepts that will help you optimize your content for Google and its users’ expectations:

Optimize your content for future of google

Furthermore, conversion optimization is needed to help you identify whether you are doing a good job meeting your visitors’ expectations and giving them what they came for. Finteza is the easiest way to set up event monitoring and compare their performance across different landing pages:

Finteza for future of google

[Keep track of your on-page conversions to identify those that fail to satisfy the user’s intent]

Focus on topic optimization instead of keyword optimization

While the goal of keyword optimization is to make a page rank for individual keywords, the objective of topic optimization is to make a page rank for a group of keywords, i.e. the main keyword and its close synonyms and related terms.

Topic optimization should result in more diverse rankings and satisfy a changing algorithm with the future of Google moving further away from keywords and closer to a user’s intent. If you do a good job discussing a topic in-depth, you have likely touched on many other ideas that are connected. A page that is optimized well indicates both depth and breadth to search engines, enabling the site to rank well for a bigger range of keywords.

The skyscraper technique is commonly used to get topical authority. This, basically, involves taking the piece of content that ranks highest for the topic and then writing a better piece.

You could also exploit areas where your competition has only scratched the surface and dive deeper with your own content by adding step-by-step instructions, examples, figures, and stats. You should use whatever your audience might find helpful and relevant, while never stuffing it with more keywords.

The basic point is not to write the most in-depth, longest piece of content, but rather to answer relevant questions, hence providing the most helpful content. Some examples include:

You can use Serpstat’s grouping tool to identify topics behind keywords and optimize for the whole group of keywords:

Serpstats grouping tool for future of google

[Serpstat uses Google search results pages to group keywords by relevancy allowing you to optimize for each group rather than for each individual keyword]

Prepare for the screenless buying journey

Most importantly, in 5 or so years ago, the future of Google may become 100% screenless. Voice and visual search are both on the rise. Consumers are becoming increasingly comfortable with the idea of speaking their search terms to a device or showing the camera what they want to buy.

And in response, they expect directions and actions, not ten blue links that have been driving online visibility for more than a decade now.

How do you adapt to screenless and consequently click-less search?

There are things you can do already. For example, adopting Google Actions to teach smart speaker devices to navigate and use your site is one of the first things to do. Next, be sure to implement conversational marketing, i.e. create smart chatbots to help your customers whenever they need assistance.

Luckily, conversational marketing is easier than you think. Botsociety makes it easy to create smart customer support and shopping assistance chatbots.

Botsociety for future of google

[Teach your site to speak back to your customer by designing smart chatbots that can teach themselves to be of better service as they collect more data]

Be strategic about the future of Google

Content marketers have to be strategic and think about achieving broader objectives when content is created. Using a link structure that is organized, topic clusters that are comprehensive, and user intent profiles is more important for SEO strategies than ever before.

Guest author: Jessy Troy is co-owner of Hire Bloggers , a blog dedicated to helping bloggers find paid gigs or even full-time jobs. You can catch up with me on Twitter as @JessyTroy

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How to Do a Content Audit That Will Reveal Hidden Gems On Your Website

How to Do a Content Audit That Will Reveal Hidden Gems On Your Website

The year 2019 introduced Marie Kondo and her famous KonMari Method of decluttering. Some call it phenomenal, but Kondo herself considers it as life-changing magic.

Made to be applied for just belongings, the KonMari method has been applied to personal lives, relationships, careers, and whatever aspect you need cleaning up. But what about in the digital world? The Internet is a vast space filled with content in all types, forms, and lengths that some aren’t even needed anyway.

But what if we apply the KonMari method to the content we see online? Then you don’t really need magic, you just need a content audit.

One gruesome task every digital marketer needs to face at one point in their content strategy is doing a content audit. If you’ve done content auditing a hundred times or are just starting to do one for your own website, read on to find out the step-by-step guide on how to do a content audit.

What is a content audit?

In technical terms, a website content audit is an inventory of all the indexable content you have on your website mostly in the form of written blogs. But if you have more diverse content like images, infographics, videos, and even audio then you can count that too.

Line up all your content, consider their individual performance to your overall analytics then compare it to your set KPI. Only then can you consider content that can be thrown away.

Why conduct a content audit?

What Internet users expect from a website experience for content audit

Image Source: MarketingCharts

From the chart above, most respondents answered that website performance like fast streaming and quick page speed is the first thing users expect when loading a website. To achieve the optimal page load speed, you can optimize images and fonts, and minify your Javascript or CSS codes for faster loading time.

Next on the priority list is the content of the website. Users check if the posts are still relevant, fresh, and updated.

If you’ve had a website running for more than 5 years, maybe even less, but you post and produce blogs on the regular then you definitely need a content audit. This is to make sure that the content you’ve produced is all working and converting for you? It’s not about quantity, but the quality you put online that matters most.

With just a simple content audit report, you can:

  • Remove low-quality content;
  • Improve on the trust and quality of the output on your website;
  • Update the old and outdated content available on your website; and
  • Recognize content opportunities.

Be like Marie Kondo; put everything you own in your hands and ask if it sparks joy in your life. In the case of digital marketing and content, view all your content and see if it sparks interest and converts in your favor.

How to do a website content audit

Step 1: Prepare a spreadsheet

Have an area where you can lay all of your belongings and asses them one by one. Step 1 - Prepare a Spreadsheet for content audit

Love them or hate them, spreadsheets are the lifeblood of every content strategy. Lay all your data in that single spreadsheet. Just keep adding tabs for every set of data you will be putting and laying down.

Tip: Google Spreadsheets saves time, space, and effort. Use it well.

Step 2: Crawl and index your website

Gather all your belongings and categorize them, placing them in proper bins.

Time to gather up all your content! You can download all the data and pages on your own, but if you have a number of pages then you might as well call a friend to help. Don’t worry about all the pages, just include all the indexable content.

Tip: Have a column to place your URL, Page Title, Date Published, Content Type, and all the other information you deem useful in your decluttering process!

Step 3: Import your analytics and data

The process of elimination and discarding to see what is needed and not.

What is an audit without checking for performance? Here is how to do a content audit of your website and data you’ll be needing from Google Analytics:

  • Organic Traffic – to know how many people are visiting and browsing through your website.
  • Paid Traffic – if ever you’ve ever invested in PPC then you must include the result of the ads.
  • Bounce Rate – to help analyze what’s wrong with the page; it may be because of the page speed on your website or the content is just not that good.
  • Time on Page – if you’re a blog site and visitors only spend a matter of seconds then are they really reading your content? This is where you will find out if your content strategy is effective.
  • Unique Visitors – the more views and visitors you get on your website then the more chances of conversion or engagement with your users.
  • Pages Per Session – after the homepage where do they go next? Do they browse on the website? This tracks how far users explore and read more on the website.
  • New vs Returning Users – these are the two most significant users a website can get. Are you attracting new people? And is your website gaining a following with its content or services?
  • Traffic Sources – this is needed for you to know where your users are coming or redirecting from. Do they catch you on Facebook often? Or is Search really your strong suit?
  • Conversions – if you have a sign-up for a newsletter or an ‘add to cart’ on your website you need to measure if those call to actions are working and getting the results you want.

Step 4: Import backlink data

Gather everything you own, even the objects that mean the most.

Whether you’re actively doing outreach for your website or not, backlinks can be a big boost in credibility and your DA score.

Collect all the links, list them down in your spreadsheet, and review them one by one. Instead of asking “what sparks joy?”, ask what links are following the Golden Rule of E-A-T : expertise, authority, and trustworthiness.

Step 5: Review and analyze your data

Ask yourself and your belongings, “Does this spark joy?” If yes, then keep it. If not, discard the object.

Time for the most important step! The data you’re looking at is just bare skin and bones, you need to bring life to your data with a content audit. Once you’ve gathered all your data, process it one by one and then collectively.

  • List your key takeaways from the analytics and data you’ve gathered.
  • Review the content you’ve been posting and ask these questions in place of ‘what sparks joy’:
  1. Is the content updated and still relevant?
  2. Is their significant traffic on the page?
  3. Is the content ranking on search engines ?
  4. Are there significant shares on social media ?
  • Weed through your backlinks and see if they give significant value to your website or not because they’re just dead weight at this point.

It’s alright to take time with this step. This is where you really learn how to do a content audit of your website because this is where you’re dissecting your content strategy of the whole website and all its pages.

Tip: Review it all manually. No amount of SEO or online tools can give you the exact answer you need to improve your strategy. Put on your thinking caps, this is a long process.

Step 6: Create a content audit report

Discard all the unnecessary and start arranging your kept belongings in its proper place.

Create a content edit report for content audit

As with all things, documentation is highly needed and very much recommended. Put your whole process in a presentation format and present all your data in a simplified manner.

An example flow would be: first, present the gathered data, second is show your elimination process, third is the end result, and so on and so forth. You need to put your whole content audit process into writing not just for formality, but for future reference when you do another audit in the years to come.

Touch things only once

In KonMari, once you’ve touched an object be sure to put it back where you got it right away. Once you place something down and leave it, you are obligated to touch it and clean up again.

Just like with a content audit, if you don’t want to keep doing this tedious process annually or at least regularly, make sure what you posting online fits the bill and won’t even need to be audited.

Guest author: Aby League is an environmental researcher with a Masters Degree in Biology. She is working as a freelance writer and researcher of all things that interest her like Technology, Online Banking and Shopping, Market Research, and Innovation.

The post How to Do a Content Audit That Will Reveal Hidden Gems On Your Website appeared first on Jeffbullas’s Blog .

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Internet Marketing

Why A Small Business Needs A Responsive Website

Why A Small Business Needs A Responsive Website written by John Jantsch read more at Duct Tape Marketing

Responsive websites are a necessity in today’s digital marketplace. That isn’t surprising when statistics state that 51% of time spent online in the United States took place from a mobile device, rather than a personal computer. Your website should be mobile-friendly and responsive any time a user visits. Otherwise, you’re turning business away at the first click.

What is Responsive Web Design?

Though it is a common business marketing term, many small business owners still wonder what a responsive website really entails.

A responsive website, aptly named, means that the site’s web design has been developed to adapt and respond to the different forms of technology that your audience uses to view your site.

If you’ve ever opened a website on your mobile phone that seems to have you scrolling horizontally more than vertically, leaving you piecing together cut-off sentences and large photos, you’ve viewed a website that is not responsive. On the other hand, a responsive web design ensures that your visitors have a seamless experience while on your small business’s website.

What Are the Benefits of a Responsive Website?

Strategic business marketing includes many tactics to help your small business reach your goals, both online and offline. Responsive web design is a key tool, offering many valuable benefits to your online marketing efforts.

Faster Web Pages

Countless statistics indicate that internet users’ attention spans are becoming increasingly short, with more distractions than ever pulling your audience away from your site. With responsive web design, your site will be optimized. Optimization and faster webpage loading times mean that your website users will be able to more easily navigate your site, rather than getting frustrated and clicking away.

Higher Conversion Rates

With easier navigation and shorter loading times, website visitors are more likely to stay on your website and find information easily. Once your visitors are able to find your services, they are much more likely to decide on contacting you. Furthermore, a responsive web design ensures that your website remains consistent and recognizable for return customers who are using different devices to find more information about your business.

SEO Ranking

Undoubtedly, you’ve heard the term SEO. Though the term can seem vague at times, the important aspect of SEO to remember in terms of your web design’s responsiveness is that Google prefers those who have a mobile-friendly and desktop-version of their site. Even better, if your site can configure to all the tablets, large phones, and everything in between, your website will be ranked even higher in search results. Better SEO means better traffic to your website!

Less Website Upkeep

Rather than choosing a responsive web design, many small business owners choose a website with a mobile version and a desktop version. A problem arises with that solution. With the changing sizes of mobile phones and tablets, only two versions of a website prove to be a challenge. With a responsive site, an optimal layout is available for any screen size, thanks to fluid grids . Less time spent updating the sizing and layouts to keep up with technology trends means more time on what you do best!

Determine Marketing ROI More Efficiently

A responsive website provides an additional benefit to your small business’s analytics and reporting. Rather than managing multiple versions of a website, a responsive site allows you to track your audience, conversions, and traffic sources much more simply. Similar to Google awarding you through better SEO ranking, Google Analytics now caters to the responsive web design model to deliver consolidated information that gives you the whole picture on your marketing results.

A Unified, Memorable Brand

One of the key benefits of a responsive website is the ability to design one site that is applicable to all internet users. As a result, a single design delivers your brand’s look, personality, and voice in a unified fashion. Though this may seem surface level, business marketing best practices indicate that a unified brand builds loyalty and recall , which then directly converts to repeat customers.

Effortless Business Marketing

At Outreach Local Marketing, we believe that with a responsive website, your small business will be a marketing machine! Our process for website development centers around Google best practices, taking keywords, SEO, social media, and content into consideration. In the end, our goal for your responsive web design project is to create a website that ensures your business is putting your best digital foot forward. Forty percent of internet users have stated that they exclusively search on their mobile phones, so don’t let your small business fall behind the times!

About the Author

David Gersh is the founder and president of Outreach Local Marketing , a digital marketing agency based in Westlake Village, CA. Through his agency, he helps local businesses build a marketing machine that attracts leads & customers by implementing a strategy first marketing approach.

 

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Duct Tape Marketing

Search Engine Optimization

A Quick Guide to Google Search Console [Free Guide]

The Hallam team has published ‘A quick guide to Google Search
Console’.

Google Search Console (previously known as Google Webmaster Tools) helps us to learn about how a website is performing, both technically and in terms of visitors.

This
guide covers the following:

  • What is
    Google Search Console?
  • How do I
    sign up for Google Search Console?
  • Navigating
    Google Search Console
  • Performance
  • URL
    inspection.

www.hallaminternet.com/quick-guide-to-search-console/

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Internet Marketing

6 Myths About Internet Marketing

History of myths is probably as old as the history of the human race with myths like the earth being flat and the sun revolving around it.

You have heard some existing myths like a cat has nine lives but all these are just mere concepts that become beliefs with time. Such myths have also greatly changed general view about internet marketing and you need to bust these myths wide open in order to let executives and businessmen know the true worth of internet marketing. Thus, here are some very common myths about internet marketing that need to stop:

1. Online Marketing Can Only Be Pursued By Professionals

It is true that online marketing cannot be accomplished by a layman but it certainly does not mean that you can’t just opt for it. If you think you are not that tech savvy you can hire a competent person who can do it for you as paying for a job that will greatly increase your revenues.

2. Social Media is a Teenage Kids’ place

Most business executives are hesitant to engage in social media marketing as they believe in the myth, that it is a forum where teenage kids post random things, however, this is not entirely true as yes, social media is certainly more popular among teenagers than their parents. This does not mean that social media is not accessible to your target audience as everyone is into social networking nowadays which helps you to spread the word around about your business.

3. More Traffic is the Key to Profit

Yes, you undoubtedly need to increase the traffic on your website, however, it does not mean that you just need to invite crowds but only the required traffic that will help you reap greater profits. Thus, it depends more on the type of traffic than on its proportion.

4. Internet Marketing is based around Google

Paying attention towards search engine optimization is very important as it helps you increase the right traffic to your website and it is a fact that Google is the most used search engine around the globe. However, this does not mean that your entire website or internet marketing strategy is built around Google as it is only going to result in low productivity for your business.

5. Website needs to be an Elaborate Brochure

Unlike the old days, Websites do not need to be designed like a brochure because this idea is quite outdated whereas in the recent times your website needs to have an interactive interface where it not only provides necessary information but also provides links to news and insights. This will help your business develop a wider customer base and promote your business more.

6. Internet Marketing is a onetime thing

Many hold faith in the myth that internet marketing is just to be done once by making a very professional and developed website and then leave things like that but it is not at all like that. For marketing your business successfully, you need to update the website regularly by providing the latest information and posting promotions to keep the customers interested.

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