12 ways to establish and implement successful SEO for an E-commerce website
Since the e-commerce revolution began some years ago, there’s been an increasing competition for online users by businesses that have online platforms. Search Engine Optimization has been identified as the major factor that can clearly lead to a successful online business. Evidently, there is a continuous effort to boost SEO for successful ecommerce and increased profits. However, many people don’t get the results they desire.
There’s a need to understand the current online business landscape and identify the processes that have pushed SEO in 2017 and will continue to do so in 2018. By detailing 12 processes to establish a better and successful e-commerce SEO, this guide provides you with the best SEO practices for 2017 and 2018. If you want to increase your website’s visibility and transform visitors into buyers, you should understand these 12 processes for successful SEO that I have explained here;
- Link Building
Link building as a major SEO activity has been with us for a while. In 2017, it became even more prominent as a major technique that can help boost ecommerce. I do not see any reason why this would stop in 2018. I expect more online businesses to take advantage of links as an effective way to build traffic in the coming months and so should you. The strategy is not to merely look for new links, but to identify quality links that will really add value to your site.
Furthermore, you should look out for authority sites and trusted blogs if you truly want to be seen and ranked high by search engines, especially Google. But to do this, you need to identify other sites that your potential customers like to visit. This is done through intensive customer research. Once identified, you can reach out to them with quality contents that are sellable.
- User Experience
Google has made it clear that it is placing more focus on users in carrying out its ranking classifications. I believe this will continue to be a major focus for SEO ranking. As a business owner, having a successful SEO would also be determined by the satisfaction users derive from your site. How fast was it? Did they get the answers they needed? Did you solve their problems? How long did they stay on your site? Did they find the site generally useful?
These are the questions bordering on user experience. If you want your site to rank high, you must build on your SEO by making your site relevant to searchers. Ensure you monitor your site’s readability, speed, and navigation structure, and then know how you can improve on these components to increase your conversions and, consequently, your ranking.
- Featured Snippets
Companies who wish to claim position 0 in search engine result pages have long embraced featured snippets as the best way to catch the attention of searchers. Because snippets appear at the very top of SERPs, businesses are continually struggling to have relevant enough results to people’s queries. Google looks out for very precise snippets that clearly answer questions that searchers have.
This has opened up the conventional SEO struggle to be at the top. Snippets are referred to as Position 0 because they are the first thing you see on a search page. A recent survey of over 1.4 million Google queries has shown that almost 30% now display featured snippets. You must determine what Google looks out for in online contents to consider them fit enough to be featured snippets.
- Reaching out to Communities
This is what some experts may call hijacking communities. Online communities continue to be a major way to establish a better and successful eCommerce SEO. You need to be able to identify those communities that cater for your line of business and play host to your target audience. It works in two ways. The community can be made up of your potential customers or people who can help you get to them.
Once a relationship is established with such communities, you can then get them to help you promote your products, services and brands in their communities, by providing links that direct them to your page. This is a great way to build links and generate traffic to your site. And because you already know that they’re target customers, it is an intentional marketing activity and can lead to great conversions.
- Existing Websites Acquisition
This is one SEO activity that a lot of businesses shy away from. While some people think it is too expensive, others don’t even see the need. Even in the real world, companies acquire competitors to expand and to reduce the competition for customers. You can look out for sites who offer similar services as you and buy them over, especially if they have good traffic. What this translates into is more traffic for you, less competition, and more customers for your products or services.
This SEO technique truly works and will prove very profitable in the future. I have bought over sites for $1,500 before. That is not so much, considering the immense impact the move will have on my ROI. I had taken over the traffic of the previous owner, links of the website, and an influx of new contents. Everything that the website has been able to achieve over the years will now become yours through this acquisition.
- Competitor Analysis
Here, I will focus on competitive link analysis as a major SEO technique. You need to be able to monitor and analyze your competitor’s links; the pages that provide them, how related they are to their content, and so on. By looking at their websites and pages that link to them, you can work towards developing similar links. But just be sure it is working for them. This is a crucial part of the general competitor analysis and is an effective way to boost your SEO activities.
You would require a link analysis tool though. Something like moz’s Opensiteexplorer.org could work. It will help you get the backlinks for your competitors. Another good tool you can use is Site Explorer. Visit the websites and see what your competitor does there. If she writes for them, nothing stops you from doing the same, because you most definitely cover the same subject matters. Otherwise, you won’t be competitors.
- Pay Attention to Video Content
The visual world is fast becoming the searcher’s choice in modern times. Demand for video content production is currently over the roof. In fact, Facebook alone recently released a report that its users now watch more than 100 million hours of video every day. By the time you consider other social networks and then webpages, you may have a clue of this revolution. However, search engines only have a little problem understanding the video content yet, except for those uploaded via YouTube.
What this means is that the audio does not yet count for keywords. It is for this reason that it is not just enough to have captions for your videos but to also have a full transcription. It is this written words that will reveal the keywords in the video and make it more visible to searchers. You can even go ahead to add some extra details not mentioned in the video, add relevant links and make it very engaging too.
- Mobile-First Index
I am very sure you must’ve seen this somewhere else already, but it is becoming clearer that mobile devices are becoming the future of the Internet. Already, about 60% of all online searches are done from mobile devices. My projection is that the number will rise by another 10% before the end of 2018. Searchers are ordinary people like you and I who probably do not also have the time to just sit in front of the computer. They search on the move.
Mobile phones give them the freedom to do so. If you want to build a better and successful ecommerce SEO, this is one area you should prioritize. Yes, that’s the word. It is no longer enough to simply make your site mobile friendly. It should now be mobile first. It should no longer be something extra you do after you must’ve set up the website. It should be a major part of the initial plan. It is something you should think about first. Accelerated mobile pages are also a good thing to consider.
- Keyword Research
The relevance of keywords to SEO isn’t fazing out yet. For a long time to come, keywords will remain a major way to make your website rank high. But most of the time, we neglect research, probably due to laziness or a mere oversight. We assume that we know what searchers type when they need answers. You may come close if you think about what you will be searching for if you needed your product or service. However, coming close isn’t enough.
Many experts believe your SEO should begin here. How do you boost traffic and sales if you don’t even know what your niche searchers are actually searching for? This is why research is important. Keyword research will help you target and optimize for the right keywords. The mistake many people make is that they try to focus on too many keywords at the same time. Try and focus one keyword on one article. Apart from seeking a friend’s opinion, you should Google the keyword you have chosen to compare the results with what you have written. This illustration by Ahrefs should explain it better.
- Taking Advantage of Q&As
If you’ve ever heard of Quora, you’ll have a good idea what I’m talking about here. It is a site where people go to ask questions they need answers to. Take advantage of such sites by providing answers to their questions, especially questions that appear to have been asked repeatedly with no relevant answers. Within your answers, you can provide links that direct them to your site. Also, at the top of your answer, you should clearly state your name and your website, with some details of what you do.
If people come to trust your answers over time, they will begin to visit your sites when they need answers in the future. Searchers like to derive satisfaction, and they know they can get this from websites that provide useful and relevant information to their queries. Quora, for instance, ranks for a number of relevant keywords. You can also find them by using Ahrefs. Just enter Quora.com on the site explorer, then search for keywords under positions 3 and below related to your niche. It is that simple.
- Content Building
One question I get a lot is whether; content is still king. One website owner asked; “Can’t I just throw in the right keywords and get it up there on SERPs?” The truth is, no matter how appropriate your keyword placement is, you need to fix them in a well-written, relevant and useful content. Google still looks out for this. Remember I have already discussed User experience. Take a look at the best-ranked sites (the first 3 on SERPs) and you’ll see what I mean.
You cannot simply produce a haphazard content and think you’ll be ranked high. A successful SEO requires that your contents pass the plagiarism test, the grammatical test, and should provide answers to the most troubling questions about a subject. It begins with a great idea, followed by greater research. I always advise that you use real-life case studies and make your contents as engaging as possible. If you do this correctly, you’ll begin to understand why content building is one of my 12 processes to establish a better and successful eCommerce SEO.
- Link Reclamation
Let me explain this SEO practice in the simplest way possible. There are times when a site or blog mentions you or your product on their pages without providing a link. If you do stumble on such, it is important that you ask them to link your page. This can help drive traffic to your site in the thousands. In fact, this doesn’t require so much effort on your part. It only shows that you’ve been doing the right thing and that’s why you’re getting the mentions. But you do deserve credit, and you should ask for it.
This is a guide on 12 Processes to Establish a better and Successful Ecommerce SEO. It contains some of the best SEO practices you can carry out in 2017/2018. If you really want to rank high in SERPs and turn visits into conversions, SEO is the way. These techniques will help you do that effectively and in good time too.
10 Link Building Strategies for Local SEO
Link Building is arguably the most important strategy in every search engine optimization effort. The important things any business person certainly wants is more leads, an increased customer base and of course, more financial returns. This is common with every business person whether local or otherwise. Search engines provide a very excellent way to achieve this. Many times, people who are in search of various goods and services end up having to search google for the answers they need. This simple fact provides a great opportunity for you, as a local business owner, to attract customers to your business.
However, the first step is to be on Google’s listing but this is not all. There are a number of other things you can do as a local business owner to get more customers and in turn, more revenue. These are referred to as search engine optimization and are the things you do to give your business a higher ranking. As a matter of fact, it can be even a lot easier and faster to get results for a local website than a site for an international business. But you will have to give it some of your efforts.
Basically, getting a link of very good quality is one important thing you must do to be able to get the top listing on Google. As a local business owner trying to promote your business, you should pay attention to not just getting links but getting links that will attract your target audience, that can build the image of your brand, that are relevant to your industry and are also from a site in your target local area. As earlier noted, it’s not just about getting a link. It’s about getting a good quality link that can help you grow your business. And there are strategies which you can use to achieve this. Below are ten good strategies you can use to build quality links for your local business.
- Take advantage of local partnerships
If you have your eyes on the people in a particular community or geographical location, then you should form partnerships with organizations in that area. This will provide you with the opportunity to get backlinks from their sites.
Look out for local businesses rather than big national or international ones. This way, you can help your business to attract the perfect audience in your area and not a widespread audience you do not need. Look out also for local news as well as community blogs and contribute to them while also contributing to blogs run by local businesses.
If you find local events that provide services to small businesses, it is a great addition to your business to sponsor them when you can. This will help to give your brand recognition as well as provide an opportunity for you to get backlinks.
- Own a Resource Page
This is another great way of attracting attention to your site and business and goes a long way to show that you are an expert in that area. You can create a page that provides information about small businesses in your locality. If you are a hairdresser in Philadelphia, for example, you can create a resource page that provides a list of the best weave manufacturers in your area. Providing valuable information will compel people including your competitors to link to your resource page. Here’s a search result showing some resource pages online.
Once this page begins to attract the attention you are looking for, you will get the opportunity to begin to be a participant in various forums that are concerned with or interested in the business you do. In this way, you get the opportunity to build links from all these sites whose events you have participated in. Besides, you will also get leads and customers from people who are interested in what your resource page contains.
- Spy on Your Competitors
Pay attention to and look out for what your competitors are doing. You can use the SEO Spyglass tool to access your competitors website and what they have ahead of you. When you enter the URL of their website, you will see an overview of their link profile as well as how strong it is. With this tool, you can see a list of the backlinks of your competitor(s) as well as the statistics. Here’s an image showing components you should consider.
This will enable you to find and pursue new opportunities. You will be exposed to links from which you can pick out backlinks of high quality using their InLink ranks.
- Have your customers link to you
If you have customers who have been loyal to you over a period of time and who love your brand, get them to link to you by sending out partnership badges. This works just the same as getting customers to wear your branded T-shirts or use your stickers on their cars, maybe. The only difference is, this one is on the internet but can achieve just the same feat.
Another great advantage of this is that it will introduce the name of your product or service as the anchor text. This, way the name of your business or product is made prominent. If your customers give you good reviews which will most likely be the case if you have a good product or service, then here is another great opportunity for you.
- Make guest posts
Here is another excellent way to build links. Writing very high-quality content for other websites is a great way to get good links back to your own site. Remember, however, that unless otherwise asked, you should not try to drop links into the body of the content especially if it’s your first time. And when you do provide a link, make sure that the article is on a topic that matches the link you are providing in your bio. Over time, as you build a relationship, you may be able to only include your sites in the main article and not in the bio. This helps to make you appear authentic to the site and not just as a guest.
A recent study by blogger jet on guest posts shows that they can actually help to drive a lot of traffic to your page.
One more thing you should know about guest posting is that while it may be tempting to keep your best posts for your own blog (which can make a lot of sense) don’t be tempted to write a low-quality content for your guest post. This is because, either way, you are your own brand and so you must make sure to represent that well. You don’t want to come appear on a post like you do not know what you are talking about because it will be a great minus. Besides, you can’t expect high-quality blogs to accept just anything you offer so at the end of the day, you may not even get that posting with a low-quality piece.
- Organize contests and giveaways
You can co-sponsor a giveaway on another website or simply put, get another website to work with you so that you can organise a giveaway. This is a great way to come to the notice of potential customers. Do not just give away the products on your site, do that rather on a popular blog or site. Do something like asking people to visit your blog or site from the blog you are partnering with. Ask them to come back and say something about your product. This should be what qualifies them for the win. In this way, you introduce your site and business to potential customers.
In addition, people generally tend to keep talking about giveaways and contents like this. This means, most times, that they will link to the site you partnered and in turn, your own site. Hence, it is not just the people who partook in the contest that get to know about your business and products but also the people on various platforms who will learn from them. And what’s more? This will cost you a lot less money.
- Make your Product Details Page (PDP) shareable
Now this one should totally be very common knowledge but most people do not use it right. First of all, have your customers review your products and share the reviews on your page. Create emails to send messages to your reviewers. The emails should include links to their reviews so that they can share it.
You can choose to include share buttons on the emails to help them share easily to their social media platforms (this would also be a very excellent addition). This way, you can get the word out to a larger number of people.
- Host an event in your community
This will help you in a click to get listed on your community website. Just get to host an event which will have so many members of the community. If you run a local business then the people in your city are your target audience. You hosting the event naturally means that your site will be linked to the city’s website for everyone to see. There is no way you won’t get leads through this. Just figure out something in your community that needs attention and create an event around it. Something about helping street kids is a good example.
And if it is an event that involves public codes such as those of safety, you may get listed on the websites of those public departments. Who knows, you might even get lucky enough to get covered in the news. If you can get the event to happen at your business premises, the better for you. This can also get your NAP listed on the website.
- Make a donation to a local club
Almost every community has a club. As a matter of fact, there is barely a community that does not have one. The Rotary Club and Lions Club are two popular that can be found in just about every city. If you have been a member of any of these clubs, great. And if not, it still does not stand in your way.
Most of these community clubs also have their own websites. Look out for the needs which these clubs may have and donate to them. This would mean that you get mentioned on their site(s) as well as the various platforms they have and it will in turn, bring you leads.
- Always show appreciation to your linkers
It is important to keep every business relationship alive and in good health because it does not always have to end with one affair. Maintaining a good relationship with your linkers can help you earn more links and traffic in the future. These people could also help you to connect to influencers and you certainly do not want to miss out on something like this. It is also not a bad idea to give small rewards to your linkers from time to time. Many times, even a simple appreciation email can go a very long way.
Having a successful local business site that can actually really kick ass and bring you the leads and customer base you want does not take too much. Well, of course, it does take a little time and effort but it’s nothing you can’t handle. If you have been struggling to raise the status of your business as well as the ranking of your internet site, then I guess you have just been at the right place.
Most local businesses struggle mostly only because they do not know the right things to do, or because they do not apply the strategies right. However, the above-listed strategies are some of the simple tricks you can apply to raise your business and website to the top positions and gain more conversions to your site. If you are a local business owner looking to enhance your business and get better leads, the above strategies will do you a lot of good.
How to Optimize an AdWords Account for Better ROI
ROI (Return on Investment) is definitely the most important part of AdWords paid search ppc advertising. Advertisers use this to measure how much effect Adwords has had on their businesses and to be able to evaluate how much profit it has been able to bring to their businesses. Having an effective AdWord account is one very essential way to raise the rates of returns you get and you might have been wondering just how you can run an effective account. Here are a few things you can do to optimize your AdWords account to help you maximize your Return on Investment.
- Target Customers by Their Level of Income
Understanding who can afford your products will go a long way in increasing your rates of returns. Knowing who can get your products will help you target the right people. Use Google’s location settings to select the areas where you can likely find profitable customers.
Make sure that your location targeting settings are set at “people in my targeted location.”You can also just use a campaign’s “location groups” settings menu in the case of national campaigns. Review conversion rates for all the brackets to enable you to know exactly which group of people you should target when you put out your ads. You should also filter out brackets that are not profitable to you so you can focus on which ones you need.
- Deactivate Automatic Audience Targeting Expansion
Don’t let Google make random choices of customers for you. When you set up a Google display campaign with a targeting option of a predefined audience list, Google lets you decide by default whether you want to let the campaign go beyond the specific list you have given to Google.
While this can be a great feature for successful campaigns, leaving it on will not give you the best results if you are running a new campaign or targeting smaller lists. If you do not deactivate this feature, it might greatly increase the cost of your advertising without adding any increase to the amount of income your campaigns bring.
- Add Search Terms
This requires you to use keywords and is a great way of achieving high conversions. Just go to your ‘keywords’ tab and select ‘search terms’. Click on the part that says ‘customize columns’ and add conversions. After you have done this, look out for the largest possible date range beginning from the time the account has been able to keep records of conversions and click on ‘all time’.
This done, pick out the keywords that have any conversions at all.Use the added/excluded filter and select ‘none’ to make sure that the search terms shown are the ones that are not already added to your campaign.Download this report to excel and then upload it.
If you see that the CPA of the keyword you are adding is higher than what your target CPA was, you can give it a ‘safe’ bid which means that you are likely to get conversions at the price you want. If on the other hand, the CPA of the keyword you are adding is less than your target CPA or just the same as it, look out for what the average CPC for that search term is and set it as your bid.
- Use Negative Keywords
This will again require you to use search terms. Go to the keywords tab and select search terms. Add the conversion columns and like before, look out for the largest possible date range and select it. Now, filter all the search terms that have no conversions. This time, do not use the added/excluded filter.
If you find keywords that cost a lot of money but do not have many clicks, it should be a good idea to add it to your campaign. This will allow you to control your bid for it.
You will now have to justify adding a search term as a negative by deciding how many clicks and how much cost a search term should have to be considered as a negative. This will depend, however, on your budget. If you have a budget limitation on your account, you should add negative search terms that cost up to double or triple the CPA you are targeting. Also, see that they received up to double or triple the number of clicks that usually bring conversions to your own account.
- Schedule Your Ads
It is essential also to find out what hours are better than others to get conversions since a lot of accounts convert better during certain hours of the day. Go to the dimensions tab. Select view, select a time and select the hour of the day.
After this, select a date range large enough to provide data that gives tangible statistics. Include your conversion columns, add the ‘day of the week’ segment and then download to excel. In your excel report, delete the bottom row ‘total’, create a pivot table in any cell within the report. Drag the part that says ‘hour of day’ to the rows and take ‘clicks’, ‘cost’, and ‘conversions’ to the values part. Also create 2 other columns: a CPA that you can use to measure cost and conversions and a C/R that you can use to measure conversions and clicks.
If you sort the table from lowest to highest, you will see that the hours that have the lower CPA have the higher conversions. If you find an hour of the day that has a high conversion rate to go along with a low CPA, you can mark that as a good hour to schedule your ads on.
- Deactivate AdSense for Mobile Apps
Google allows you, by default, to use mobile apps for ads. Choosing to turn this off may, however, be a more profitable decision. If you have not deactivated targeting on your mobile app, you will see that ad clicks are still coming in through your campaigns. The thing is that mobile app clicks do not provide good quality leads because a good number clicks on mobile apps may be accidental. To deactivate targeting on your mobile app, go to the 2 places ‘ad group exclusions’ and ‘campaign exclusions’. It is easy to deactivate.
In conclusion, maintaining an effective AdWords account requires quite an amount of energy. Knowing the AdWords platform and how to maneuver it will do you a lot of good. The above 5 optimization steps should go a long way to improve your AdWords account and bring you a lot better returns if you follow them.
Learn how responsive website design can enhance your SEO efforts
Responsive web design is a relatively new approach where the design and the development of the website will respond to the user’s environment and behavior. It is based on the size of the screen, the platform used, and the orientation.
In today’s world, companies are going to need a website that is mobile friendly. Most people who own cell phones have a Smartphone, and these people search the web more often on their phones today than they do on their computers. Searching for websites on mobile phones is just more convenient. Most people have their phones with them at all times.
If a person wants to search the web for a particular product or service, they would rather use their phone instead of getting up and going to their computer. A responsive web design will make the website both mobile and desktop friendly. While responsive web design is important for sites to get more visitors, it also has plenty of SEO benefits. At the end of the day, SEO is extremely important for a website. The higher the ranking on the search engine, the more traffic the site will get.
#1 Because Google Says Responsive Web Design Is Important
Since Google chooses which sites are listed first during a search, companies should do what Google says. Most companies rely on search engine results for their site to be found quickly and easily. Because Google recommends responsive design configuration for mobile sites, web designers should listen. By doing what Google says, the website can get serious SEO value. When the site has SEO value, it will be listed at the top of the search. Since most people often click on the very top result listed, this is extremely important.
#2 Keeps From Creating Duplicate Content
One of the biggest problems of building a mobile site to go along with the website is that it will be a standalone site. This means that each page would be considered a separate entity. This means that you could be creating duplicate content. Even though Google says that mobile versions with the same content as desktop sites won’t cause any issues, the duplicate content could cause problems. This means that users could click on the desktop version on their Smartphones or the mobile version on their desktop. Either way, it will make getting on the website difficult.
#3 Stronger Link Building
A responsive site will have a single URL for each page. This is not the case with a mobile or a desktop version. A responsive site will link the user to both the mobile and the master site. Because of this, the page’s rank on Google won’t be lower. In fact, it can build a strong backlink on either the mobile or desktop sites. When it comes to SEO, this is huge.
#4 Reduces the Bounce Rate
If companies don’t use responsive web design, they risk customers getting fed up with their site and moving on to a competitor’s. If they are searching on their mobile device and it is designed for a desktop, they will likely deal with horizontal text and letters that are so small even squinting cannot help them see what they are reading.
This frustration can cause them to move onto a site that is easier to navigate. The bounce rate is not only bad for the company’s business, it can also affect their ranking with Google. If users close the site after just a few seconds and if they don’t click through any pages, the site’s bounce rate will rise and Google will drop the site’s rankings, which will reduce in less traffic. A responsive web design makes the site easier to use, so users won’t be leaving the site quickly, keeping the bounce rate down.
#5 Decreases the Page Load Speed
If a website is not responsive, it can take a mobile site over 7 seconds to load. This is not acceptable for Google. They prefer that the page loads in one second or less. If the website is responsive, it doesn’t need to redirect to a different URL to see the page, therefore, the page loads much faster. There are no true statistics regarding the load speed on rankings, however, it is clear that a good user experience is good for the Google rankings. A decreased load speed will also make users happier. If a mobile site takes too long to load, users are likely to get frustrated and search for a new site. This could lead the user right to the company’s biggest competitor.
#6 Improves Mobile Search Rankings
According to Google, mobile sites are ranked in the same way that master sites are ranked. Since more people today are searching for sites on their mobile phones, it is best that websites are able to accommodate mobile users. A mobile-friendly website will get a much higher ranking on Google than a mobile site that is not user-friendly. Not only will this make their experience on the site a better one, Google will also increase the search ranking on mobile devices. Since mobile searches are so popular today, mobile sites need a high Google ranking just like the master site does.
If a company wants their site to be seen, they are going to need to focus on SEO. If the site is not SEO friendly, the sites listing could end up on the second search page, where most people never even look. There are plenty of ways to make a site SEO friendly, and one of them is to make the website responsive.
Considering all of the ways that a responsive site can improve the Google ranking on both desktop and mobile versions, companies would be crazy not to take advantage of this option. The higher the site’s ranking on both desktop and mobile versions of the site, the more traffic it will get. The more traffic a website gets, the more customers the company will have. The more customers they have, the more money they make. In business, at the end of the day, it is all about the money.
How to Use Analytics for PPC and Adwords
Using Analytics and Adwords can become a daunting task for the unsavvy. The online world is expanding every day. Individuals and groups are increasingly carving a niche in its limitless space every minute. With this enormous potential, the Internet has become a hub for business activities, with increased marketing opportunities. However, with the continued proliferation and the constant battle for traffic, there is a need to evaluate how much of your online campaigns and activities reach your target.
That is not all. If you’re running pay-per-click campaigns (PPC) or advertising on AdWords, you want to know how people are interacting with your site and marketing messages. This is where Analytics comes in. It is important to assess your marketing efforts, so you can better plan for future campaigns and know where you need to improve. This guide will show you how to use analytics for PPC and Adwords, so that you can take advantage of its huge benefits.
What is Web Analytics?
Analytics is a broad term in the fields of mathematics, statistics, and computer programming. Contextually, it refers simply to a process of measuring web traffic and web user behaviors in order to help website administrators manage their sites better. It is fast becoming an important part of business communications management and has been recognized as a crucial tool for success.
Web analytics helps you assess what parts of your online campaign visitors interact with the most. It also helps you analyze trends, segment visitors, and identify choke points that prevent visitors from accomplishing objectives on your site. It is also important for Search Engine Optimization (SEO). With all of this, you can know how profitable your PPC advertising and Adwords marketing are and what you need to do, if you need to improve conversion rates.
But how do you use analytics for PPC and AdWords? It is important to understand the numerous dynamics before you can efficiently utilize whatever results from analytics. Apart from Google analytics which you probably already know about, there are some other platforms, including;
Piwik recorded 1 million users by July, 2017. It is a very popular, especially because it is an open and free source web analytics. The application was written by a team of international developers who sought to provide a competitive alternative to Google analytics, with Matthieu Aubry as its known creator. What it does majorly is to track visits to a particular website, and display them for proper analysis. With under a hundred million websites on the internet, Piwik had 1.3% of that figure as users of its application in July.
This application which began in 2007 has witnessed tremendous evolution since then. In fact, in November 2008, SourceForge.net reintroduced Piwik to developers as a hosted application. It has remained a strong force since then. Just last year, the establishment of InnoCraft Ltd by Aubry made it possible for professionals to buy premium plugins including Search Engine Keywords, Form Analytics, A/B Testing and Heatmap.
In 2012, Daven Patel, a web software engineer, founded Cyfe Inc as a business intelligence application software. It is called a freemium because, although the software is provided for free, some payment is made for proprietary features. Based in Los Angeles, this application software is designed to track and monitor several business metrics in a single place. A dash app is a key feature of the company; able to analyze, transform and report data from integrated business intelligence sources.
Currently available in 15 countries globally, the company continues to grow and expand, establishing itself as a global web support system. However, it was in 2013, that Cyfe began to offer proper analytics services to businesses and websites around the world. With cyfe, you can analyze large sets of data from sources such as Google AdWords, Facebook, Google AdSense, Twitter, Shopify, SalesForce, and so on.
Open Web Analytics:
The Open Web Analytics software was created by Peter Adams. It is an open source web analytics software, meaning anyone can install and run it on their own host. This makes it unique from Google analytics which is completely offered by Google. It uses a MySQL database and written in PHP, giving it compatibility with several other web servers. This app conveniently tracks and observes the number of views on your website, as well as tracking those of your competitors.
One good thing about OWA is the freedom it offers. You can practically own it after a download and run it on your own host. It is greatly compatible with WordPress and WikiMedia.
Clicktale has been described as a cloud-based Software-As-A-Service analytics system that enables you to see what your customers do on your website, especially from their own perspective. You can analyze interactions on your site as heatmap aggregate and reports, having the ability to replay individual sessions. By finding website issues, you can greatly increase conversion rates and, as a result, increase your revenue.
Using Analytics for PPC and or AdWords
Using analytics requires that you know what reports it offers and where to find them. I will be focusing on 6 major variables in analytics, with information on how to use them.
- Organic Keyword Report:
We all know how important it is to use the right keywords when we generate content for our websites. However, the challenge has always been the inability to know what words play in the heads of consumers who make searches. This is where analytics comes in. By providing reports on your PPC keyword viability, it does not only show you where you need to improve but helps you carry out a keyword research and offers a keyword planner.
How to Use it…
In Google analytics, you can find this report by following the simple steps; Acquisition-Keywords-Organic. A table, like the one above, should appear showing you the keywords and every other detail you need to know. The benefit is that you can find terms that are already bringing in conversion traffic. When combined with historical Adwords data and the keyword planner, this report can change your business for good.
- Devices (Organic Segment)
It is equally important to determine the expected results of a particular device before you use it. Desktop computers, tablets and other mobile devices yield different analytics results. Know which one suits your website and attract the most visits. This will help you plan your site better and yield more revenues.
How to Use it…
You can calculate which bid modifier to use for any particular device so that you can hit your targets. Do this by first reviewing the conversion rate for every device. Go to Audience-Mobile-Overview to find this analysis. Also, to change the segment to “Organic traffic”, click “All Sessions”. A clue is to begin with a -50% bid if the conversion rate is 50% of tablets.
- Keyword Position:
I suggest you compare bounce rate, conversion rate and other metrics between the different ad spots for focus keywords. The keyword position report is done between top and side positions. Comparing those rates between the different ad positions will provide a more accurate result. This is because the position for each click is moved into Google AdWords.
How to Use it…
To locate this report, click Acquisition-Adwords-Keyword Positions. Identify the high-volume keywords and review the conversion rate for each of them. This will help you determine what I term the “hot spot”, or “sweet spot” according to some other experts. You should check if position 1 generates a high bounce rate (poorer quality traffic) on selected keywords as a result of accidental clicks.
- Product Performance:
This will simply help you determine what products are top sellers using factors such as revenue, volume, and Average Order Value. The major question here is; “what are they buying?” It provides a useful insight into how customers are interacting with and reacting to, your products. With such detailed metrics, you will know the next step to take towards improving your business.
How to Use it…
Top-selling products should be reviewed and compared to the keyword coverage. You want to be sure that your keywords are actually working. Keywords are an important factor for SEO. You should target strong, visible keywords for top products, so that they can do better.
- Time Lag:
Your PPC and AdWords campaigns won’t make much sense if you do not ascertain the time lag on your web analytics. It is simply the difference in time between the first date of interaction and the date of conversion within the same look back window. A good example of this is shown above. You should use this report to ascertain the actual AdWords cookie length. For Google analytics, the standard campaign cookie length is 6 months.
How to Use it…
Review the percentage of conversions and the value on the current AdWords cookie window in the last 6 to 12 months. If you find that an account has a high percentage of conversion and increased revenue after a period of one month, you might want to expand your AdWords cookie length. Ordinarily, you’d have less data to review if you focused on the AdWords time lag report. Click Conversions-Multi-Channel-Funnels-Time Lag to see this report.
Also, check to see if there are lost attributions and calculate the value. This result will help you determine what adjustments you need to make to your conversion tracking settings. It will also help you determine the best time to make bid optimizations. A trajectory of conversions and revenue based on time lags from the past can be made.
- Landing Pages:
With data on landing pages, you gain unlimited access to all entry points to your site. You will see how all these entry points are performing from all channels. And if you’re using GA, you can go beyond previous PPC landing pages.
How to Use it…
To find landing pages, go to Behaviour-Site Content-Landing Pages. By using this feature, you can tell which pages are more viable for paid search traffic. You can also see what pages work best for searches by narrowing your result to the organic traffic section. You can discover major breakthrough pages you didn’t know about before and decide which page works best for what.
Tips on Using Analytics for PPC and AdWords
The major objective of analytics is to create a better, active and more profitable website. Here are some tips to consider when using analytics for PPC and SEO;
Identify your Customers’ Needs
One major thing to do is to identify your customers’ needs. If you can better satisfy the needs of people who visit your site, you’ll have a better chance at an increased revenue. There is a growing concern about carts abandonment, with many statistics showing it is four times higher than the rate of sales. The fact that analytics helps identify what sales path records the highest cart abandonment, it can help you identify areas that need improvement.
Identify your Objectives
To better achieve your objectives, you would need to create specific goals. Know what parts you need to improve and what actions you need to take. Once you can identify the problem you want to solve, determine how best to solve it, using realistic and definitive methods. If your goal is to increase sales by a certain percentage, you can decide to make your page more user-friendly by reducing the processes involved in making a purchase.
Analyse your Metrics
This analysis saves you the stress of going through a ton of data you might not need. By classifying these metrics, you can pay attention to only those data that will help your business. The major variables to consider are whether new visitors are attracted to your site, how much time they spend on it, where they spend the most time, how loyal they are to your site, what their buying behaviors are, and so on. These are some of the factors that can actually help improve sales.
You can simply sign up to a client-side solution, pay setup fees and monthly fees depending on monthly traffic, and get a tag. This tag provided by the vendor is designed to detect data about your visitors. Once the code is added to your site, data is sent to your vendor’s database once a visitor downloads your pages. This is because your pages have coded tags already.
Since PPC requires that you pay for every click on your ad, it is important that such a click by any user results in a sale. Your keywords bid on AdWords should also yield positive results. All these issues can be efficiently resolved if you know how to use analytics. This knowledge will help boost your SEO, and lead to increased sales and revenue for your business. This guide has provided some tips on how to use analytics for PPC and Adwords. Get started and you can thank me later.
What is content curation
Good content curation methods are usually not easy to come by. Content curation refers to the gathering of information related to a particular area or topic of interest. People who gather this information are called content Curators. Most businesses and individuals benefit from content curation methods as it groups enough information in a single place. Unlike the museum curators, content curators compile original information in the form of commentaries. Individual companies can also curate original content basing on their information. Here is a good content curation guide for you. Content marketing works hand-in-hand with SEO services and it is one of the best methods when creating viral content used by SEO companies and consultants.
You can carry out content curation either automatically, manually or through a combination of both manual and automatic methods. Manual curation is made by specialized curators while automatic curation follows three methods. These include;
- Social rating,
- Collaborative filtering, and
- Semantic analysis
Content Curation Methods
With this approach, the curators adopt recommendations and user ratings of content. The system identifies people whose interests are similar to the end user and make recommendations basing on the activities of the selected people. Most social sites such as Flipboard and Facebook use social rating by providing information basing on user’s likes, favorite pages, and recommendations.
The social ranking method considers the parameters such as page likes and shares. This reason explains why when you like a particular page on Facebook, you get other suggestions of groups dealing with the same topic. Other sites like Pinterest allow users to share and discuss the curated content
This method works on the belief that the selections a user makes now, predicts his future selections. It’s a process where the system forecasts the user’s behavior basing on past choices or selection. In most cases, collaborative filtering depends on the views of a particular social group or their votes on a certain topic. Most modern trends use the collaborative filtering method of content curation.
Businesswise, this curation method helps entrepreneurs to predict the overall target consumer pattern. They also determine the kind of content to suggest for these target groups basing on previous selections. This method explains how sites such as YouTube, Reddit, Amazon, and Digg operate.
Semantic curation works on the policy of factor analysis whereby relationships between various content is studied. The method examines how different elements relate to the source of information found in a given document. In this case, the system picks up and analyses all the topics and terms in a given source of information.
Sites such as StumbleUpon use this method of breaking down the content as per the topic, subtopic, and particular category. You can get all information you want by following the prompts on this site. Other sites combine semantic analysis, the AI technology, and user feedback to make refined content selections.
Content Curation Ideas
It’s imperative to apply various curation techniques to realise maximum results from content curation. Here are the top suggestions for maximising on curated content.
Social Media Sharing
Share a link to your favourite social media sites such as Facebook and Twitter. You need to provide a link that best explains what your content is all about. This form of curation attracts many users to your website through the link provided on the social site.
Creating Original Content
It’s possible to create fresh content by commenting on third-party content. A good example of this form of curated content is commenting on a major favorite site and linking the comment to your site. This approach performs better especially when you use a compelling title that attracts many readers. Once you grab the attention of many people, you are sure of increasing traffic on your site via the link provided in the commentary.
You can request experts’ opinion or answer a specific question. The experts will provide answers in the form of original content. Most curators use this method because of the originality of the content. The experts provide informative answers which make your site authoritative and dependable.
Using Aggregate Created Lists
This type of curation is essential for attracting social media shares. However, you must write the files in an informative and entertaining pattern. The curator must get the information from various authentic sources before coming up with a comprehensive list. He can also add more useful information and categorise it accordingly. Writing an easy-to-read and comprehend content attracts many shares, thereby increasing traffic and even converting clicks into sales.
Collaborating to Create Social Content
In this method, the curator is in charge of the content and its presentation to the readers. This type of content is generated by users and is more informative to the end-user. The curator retains the right of making the content better to meet the requirements of the users. You can request your audience to provide original material to your content. Yours is to add a commentary and an appropriate title to the content. This method allows you to collaborate with customers, prospects, social media followers and other relevant influencers to create a quality original content.
Create the Top Lists
Many people like reading information ranking various things or categories. Lists help consumers to compare the available options before making a final decision.
You can create the lists ranking the best people or companies and share them through your social media handles. The people on the top lists will spread the word about your work. Additionally, your site will receive many visitors looking for the best services. This method is golden because many people love to be ranked among the best.
It’s advisable to publish various forms of curated content to enhance the participation of the audience. A good curator makes original content that is relevant and helpful to the public. Mixing different forms of curated content helps provide relevant content to your audience.
How important are accelerated mobile pages “AMP” for SEO and UX
Accelerated Mobile Pages (AMP) refer to an initiative by Google, created to compete with Facebook’s instant Articles. Its main role is to design fast mobile pages. This online publishing format is optimized to for use on the mobile web. This project aims at enhancing the performance of the internet. It eases the creation of ads and websites that perform well across all distribution platforms at high speeds.
Technically, AMP refers to an HTML page designed to be light and load at fast speeds. It is a form of HTML that is stripped down to enhance super fast loading of pages on different platforms. HTML of this kind comes with some restrictions to enhance reliability. Google launched AMP-HTML officially in February 2016.
In most cases, the HTML pages are customized to make common patterns that ease their performance. There are three options of AMPS for you to choose. These include non-AMP version, a simple AMP version of an AMP version of your page.
Components of the Accelerated Mobile Pages
AMP has several elements that enable the system to perform better. The AMP JS (Java Script) library speeds up the rendering of MP HTML pages. It actualizes all of AMP’s excellent performance, manages the loading of resources and provides custom tags to enhance quick rendering of the client’s page. It asynchronies everything coming from external sources thereby ensuring smooth page rendering. This feature blocks all barriers that limit effective page rendering. It also sandboxes all iframes and pre-calculates the layout of all page elements before loading the resources. This technique also disables the slow CSS selectors that might hinder the overall page performance.
AMP cache made by Google is used to serve the cached HTML pages. The Google AMP cache refers to a network that uses a proxy to deliver all valid AMP documents. It selects AMP pages, stores them and enhances their performance automatically. With Google AMP cache, all JS files, the document and the images load from one origin that uses HTTP 2.0 for enhanced efficiency. The cache has a validation system that confirms that validity of the page. The validation system proves that the page is made to work without depending on external resources. This system confirms this by running several assertions that confirm the page’s markup qualifies as per the AMP HTML specifications.
There is also another type of validation that comes with every AMP page. This validation system logs errors directly to the console of the browser during the rendering of the page. This feature allows you to understand the effect of complex code changes to the page performance and experience of the user.
What AMP Provides
Accelerated Mobile Pages make the loading speeds faster because they only include CSS and basic HTML. They, therefore, promote the higher performance of search pages and engagement. All web pages published in the AMP format load very fast thus affording the users an engaging and smooth online experience both on the desktop and mobile. It also provides advertisers and publishers with a choice of presenting their content online while enhancing key performance indicators.
Reasons for Using AMP
There are many reasons for using AMP for your website. Using AMP makes your site to be displayed differently on Google. You can notice the AMP level in your Google search results easily by looking at the carousel. The benefits of using AMP include;
AMP enabled pages load faster as compared to normal pages. This factor reduces the bounce rates when people try to access your website. A page that loads faster is most likely to increase conversions.
Improved S.E Ranking:
Google has developed a mobile-friendly ranking boost. Despite the fact that AMP works independently, the pages that load fast and are user-friendly thus very good for SEO, UX and as well as an opportunity to increase their ranking.
Increases Click through Rate:
The Content displayed in the AMP enabled pages has higher visibility as compared to that of normal pages. This factor encourages visitors to clock on your website thereby increasing the click-through rate.
Supports on-site Ads:
Pages that are AMP enabled support many types of ads including info-links, Ad-Sense, Media-Net and much more. This feature provides a sure way of monetizing your pages.
Many big companies such as LinkedIn, Pinterest, Chartbeat, WordPress among others use AMP. Major media companies including Times Inc, CNN, The Washington, ABC and Fox news use AMP. This factor is a clear assurance of AMP’s role and value.
It is worth-noting that the entry of AMP into the market defines the order of things with Search engines. It promotes faster web experience thereby promoting online business. Most companies and individuals are yet to understand the role of AMPs. However, the few who have adopted them are smiling all the way. AMP is one of Google’s latest open-source developments that has revolutionized life on the net and Internet marketing.
How To Identify Google Penalty And Find Solutions
Website owners dread Google penalties since this is the worst thing that can ever happen to their operations. However, there are ways you can identify this problem and also rectify it to put your website back on track and improve rankings. Here is how to know if your website was penalized.
Google Webmaster Tools (GWT)
You can easily tell if your site has been penalized with GWT. This will help you know whether you have a manual Google penalty. You only need to login to your GWT account then click “Search Traffic”. Click on the “Manual Actions” option. A window will then display that will state if you have any Google penalty or not. In most cases, websites will be penalized because their backlink’s profile doesn’t look natural.
After you have reviewed your site’s organic traffic chart, it should be easy to detect a change in your website’s ranking. So you should proceed to identify the date on which the change took place. Try and look on industry leading, SEO websites to confirm if there is anything that was rolled out on the day the changes occurred.
Moz Algorithm Update
Normally, Moz automatically provides an updated list of official and unofficial updates to Google’s algorithm. If you don’t have Google Analytics or GWT implemented with your website, then this could be a resourceful tool to use. Since this list dates all the way back to 2000, it is efficient to provide you with a starting point and give you an insight of what happened during the time of your impact.
There are two major updates Google has recently done. They include:
- Panda— This targets sites that have duplicate content and are of low quality.
- Penguin—This targets websites that have over optimized anchor texts.
How To Recover From Panda
Panda is a site-wide quality algorithm that will detect low-quality content. But over the years, it has graduated from just looking for low-quality content to also ranking high-quality content. It is thus important to have high-quality content.
To recover from this, you should first identify the most common quality issues page by page. Evaluate if that page is the best on the internet for the topic. After you have identified the quality issues, correct them. Make sure you correct the content length, copied content and missing critical site-wide information. It is important to understand that although a single element can trigger Panda penalty, a combination of all elements can also determine your quality score and influence the penalty.
Panda will in most cases require drastic changes to the header, footer, navigation and content of the website. In some instances, webmasters will be required to update hundreds of pages while others will do so to a few. So to speed up your recovery, know exactly what to update.
After you have fixed your site, give Googlebot enough time to recrawl your site and redo a quality check. So if you have successfully removed the Panda penalty, you will see traffic increase within 48 hours after you have received a new score.
How To Recover From Penguin
Penguin looks at attempts to manipulate search engine rankings. It will thus detect unnatural links that point to your website. So to recover from this, you will need to remove the links that harm your page. First, you have to locate the page and keyword being penalized. However, a good SEO company should be able to help if you subscribe to a monthly SEO package or payment plan.
You should then download your entire link and identify which link Google considers bad for the website. You should then get rid of the link then wait for Googlebot to re-crawl the changes. This process will take from 3 hours to 3 months. The speed depends on the crawl frequency and the number of links you had to remove. If you also have a manual action attached to your website, you will require a reconsideration request.
With that in mind, you should always check your Google Webmaster tools for warnings when you notice fallen rankings and traffic. If there is no message, then the loss of traffic is due to algorithm update from Google. Check for updates and if the penalization is as a result of previous updates. To be on the safe side, always write content that’s long and useful, mix your anchor tests, avoid building too many links and make sure you verify for duplicate content.
How to carry out social media competitor analysis for your business
Social media has fast taken over, and it’s difficult to get an edge over your competitors especially if you’re just starting out. As a newbie, you have to struggle to get followers, create content and establish a connection with your audience.
However, the good news is that you can still get ahead of your business rivals thanks to competitor analysis.
What is Competitor Analysis?
Competitor analysis refers to the process of identifying your competitors and evaluating their strategies to determine their strong and weak points as compared to your own product or service. When carrying out competitor analysis for social media, you’re looking at your competitor’s social activity and accounts.
How Do You Perform a Social Media Competitive Analysis?
Here are a few steps on how to conduct a social media competitive analysis.
Know Who Your Competitors are. Here, we are talking about demographics and mapping out the real target audiences.
While some companies have no problem identifying who their competition is, some do require work especially for international businesses. You can identify who your competitors are by using the Google search.
Know Their Brand Voice
Do your competitors post as a person within the brand or as the voice of the brand? Although most big brands post as the brand, posting as a person within the brand can add a personal approach.
Identify What Their Fan to Follower Ratio is
Once you’ve known who your competitors are, it’s time to take note of their fan to follower ratio. You’ll notice that some brands only follow a handful of people while others follow everyone that follows them, especially on Twitter.
Establish How Active they are on Social Media
This will require some manual work. Take note of how many times they’ve posted unique content and the duration.
Measure Their Engagement Rate with Fans
When analyzing their engagement data, take a couple of posts and note how many comments they get, retweets, likes, or repins. You need to take the average engagement per post and decide this by the number of fans they have.
Determine The Type of Content Being posted
Are they posting polls, videos, photos, trivia or contests as part of their content? Having this information will help you in regards to engagement and fan involvements. Check to see if they use hashtags frequently, if they repost content from other brands, or if they are using a link shortener service.
Are They Using Paid Media?
While it’s hard to know the exact amount of money your competitors are spending on social media, you can find out if they do spend money by looking for sponsored ads on both Facebook and Twitter. Hosting a lot of giveaways could also be an indication that they are spending a huge amount of money to increase their following.
Tools You Can Use For Competitor Analysis
You can now find a variety of tools that can offer insights over a range of areas.
Here are some tools you need to consider.
With tools from SEMrush, you can view your competitor’s keywords, rankings, and even paid search. You can opt for the free version that gives you limited results of up to 10 URLs. Alternatively, you can go for the premium version to see all the data at only $70 a month.
This tool shows you when the competition is carrying out A/B tests, taking screenshots that are displayed in a dashboard, or visiting pages from different IP addresses. You can use the free version or upgrade to view different watch lists.
Being one of the most popular tools, Alexa mainly ranks websites based on their traffic volume. With Alexa, you can know the time spent on the site, demographics, bounce rate, and daily page views per visitor.
Buzzsumo allows you to search for content by entering your competitor’s URL or by typing in a keyword. You can then narrow down the results by shares across social sites, content type, and publish date. With the paid account, you have access to more tools and data.
Competitor analysis for social media allows you to look at how your target audience engages with your competitors. This gives you an insight on how to interact and engage with them on social media. Moreover, you can identify their weaknesses and use this as an opportunity to increase your brand’s exposure.
What is the future of artificial intelligence and content
Automation is a big draw in the market today, as the world of business is always looking for a way to cut costs and increase profit. The use of Artificial Intelligence, or AI, instead of live people to complete content and handle marketing for the business, can mean an appealing cut in costs for the company and less personnel to worry about managing. However, SEO companies will have difficulties automating their SEO services because of the complexity in Google’s algorithms.
However, is it really going to be a beneficial idea? Is it possible? Below, we look at the aspects of marketing affected and the potential for the use of AI in these areas.
Automated marketing is a sort of precursor to actual AI use in marketing. Live people still have to create the content, but the repetitive tasks associated with marketing, like sending emails, posting blogs or social media posts or other actions related to releasing content to the target audience, are handled by a specific software. This frees up time for people who were previously swamped with repetitive tasks to focus more on new strategies and creating new content.
Automated Marketing Related to AI
There are two sides to marketing: the science of how to reach people effectively and the art of creating copy that resonates with them and increases their interest and likelihood of investing in the product or service in question. With the way that technology continues to improve and increase its impact on the world, it only makes sense that these two aspects of marketing are headed toward a central point.
Some companies have already created software that can generate content comparable to that written by a human. They then use that material to draw traffic to their platform. Other companies have increased the use of AI in their marketing by streamlining the approach to organizing and evaluating the data they use on a regular basis. Still, others use data they have gathered and AI platforms to create narratives to further their marketing strategies.
Will AI Take Over Content Marketing?
Consider the fact that organizations like The Associated Press are already counting on algorithms to generate 3,000 articles a year and suddenly the reality of robots creating content isn’t as futuristic as it seems.
The approach to using AI to create content brings a lot of benefits to the table. This includes more personalized content for each reader, spinning the article to relate to the direct effects of elections, natural disasters or even war on your home and family.
It is entirely possible that; content marketing and all of its related tasks will be handled by AI in the foreseeable future. What does that mean for the humans in the field? Well, there will be a considerable cut in the number of jobs available. However, those who do enter the workforce will be focused on other content strategies and approaches that can not be handled by algorithms effectively.
Early Adoption vs Late Adoption of AI Marketing
Adopting the techniques that involve AI Marketing early, which means in the next couple years, will mean resorting to a lot of articles that are more click bait than valuable content. This can result in a decrease in traffic to your site, as people are well aware of click bait now and tend to avoid it when possible.
However, it can get you in on the ground floor of the algorithm use and give you an idea of how this process will work when the content produced is more refined. In a few years, around five or so, the content may be the quality of an entry level human writer, and you will be in a good place to benefit from these upgrades.
Meanwhile, for businesses that wait until later to adopt AI Marketing, their website will continue to draw in traffic now that appreciates the quality articles compared to click bait. Also, this dependability will mean a less significant drop in readers later when the business does switch to AI content and it is of lesser quality. Since it will seem written by humans, that may not affect readership in a way that is notable.
Future Challenges for AI
Using AI to create content is going to increase the quality standards set by search engines. As we have seen as the Internet has evolved, the more push to automate processes and scam the system, the more refined the algorithms are made to find content that can truly benefit the reader. While AI may be generating content using data now, it will need significant improvements in the coming years to even come close to comparing with the quality pieces that are crafted by the human mind.
The use of AI to create content will become a popular and sought-after process when the software is more readily available. After the initial demand, however, the challenge will become finding ways to keep the interest of the businesses that want something more personalized. In order to stand out from the crowd, the AI will need to be more complex and customizable. That can increase cost and time spent on improvements. In turn, the software may become more costly and customers will lose interest, as they can find cheaper alternatives for the same results.
Therefore, the likelihood of AI taking over content marketing completely is currently low – at least within the next decade or so. It will continue to increase in value as the efforts are made to refine algorithms. However, the element of human thought and talent still win out over the use of AI to come in at the top of your field. For now, anyway, that remains true.
Keep in mind, also, that the AI software used to create content will become more available, and that level of content quality will be common and easy to find. Then, it will be more important than ever to maintain better quality content and utilize that to get to the top of the food chain and stay there. Content marketing may be handled by AI in two decades, but for the foreseeable future, humans will stay key to business success.