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.
9 SEO strategies that deliver results in 2017-2018
Now that Hummingbird, Penguin and Panda have arrived to weed out the low-quality websites from Google’s SERP’s, it’s more important than ever for online businesses to find superlative SEO strategies. Here are eight of the very best of them in an order that leads to a final summation of a well-defined SEO campaign. From defining target audiences through keyword research, finding the gaps and opportunities, surpassing the competition and on to thought leadership, these SEO Strategies should be helpful and informative.
Define Target Audiences.
A website must provide content that is useful and relevant to visitors to the site. The first step in this process is to clearly define the target audience and their specific interests and needs. You may need to use several research methods in defining the needs of the target audience. Research methods such as those below may prove very useful in defining the terms and phrases used by the customers you want to attract to your website.
• Market Research Studies can be valuable. It may be necessary to pay for high-quality research studies, although websites that offer free market studies do exist.
• You can discover more about the preferences and needs of your target audience by placing a survey on your site, or by directing customers to a site that generates marketing data through surveys.
• Focus groups can generate top-quality information about products. You may be able to organize a focus group yourself, but if not, many companies run paid focus groups.
• Find out if a topic or product is producing excitement, or buzz, by researching on sites that track brand-metrics.
Now that you have gathered as much information as possible about the Target Audience, the next step is to refine the keywords. Keyword Research can begin with a deeper look at either the product, the service, a topic, or the customer persona if you have created one.
Start by creating a template, such as an Excel spreadsheet. It may help to create clearer keyword categories if you use a separate tab for each keyword. Be creative and explore as many keywords as you can, as some keywords can be deleted if they do not produce the search traffic volume that qualifies them for inclusion. For the easiest keyword research, a Google AdWords template includes a column in which you can fill in the Google estimated monthly search volume for each keyword.
Start Keyword Research on the Google AdWords template, by typing in a keyword from one of your categories and then, from the Match Type Categories it is essential that you choose Exact. By going through this step, you may find further high-volume keywords that you wish to add to your categories and perhaps even your website. Export this data to your Excel spreadsheet, so that you have two columns: the terms for the keyword category and the results from the Google AdWords search. Finding the
Gaps and the Opportunities.
When we refer to Gaps we are saying that page analytics have revealed that referral volume, or visitors directed by links from other websites, is low.
When we speak about Opportunities we mean that page analytics have revealed that there is noticeable search volume for certain content that has not been included on your web page.
To define Gaps and Opportunities find the referral numbers derived by your analytics system and add them, in an extra column, to the Excel spreadsheet you have been working on. You need not obtain the referral numbers for every keyword category, but by choosing a sample set based on either high-volume or low-volume search terms, you will be able to come to some understanding about areas where you are going well as opposed to areas where you are not going so well. It is possible to pull referral data for the whole list, but remember that your time is valuable. Pull the referral numbers for the keyword categories that you know are going to give you the most insight.
Enter the correct data into two new columns, the first entitled Referrals and the second entitled CTR. Use the Excel page capabilities to calculate the CTR numbers from the Referral numbers.
Once these four columns have data in them, the Excel spreadsheet is able to reorganize the data so that the keyword categories are now sorted from highest CTR to lowest CTR. If you have scored a CTR rating of 35% or more for a keyword, that’s very good news, as even the head keywords rarely score 100%. The keywords which have scored 2% CTR or fewer reveal Gaps. Once you have assessed the reasons why this Gap has appeared in your CTR’s, note it down. Opportunities are revealed where the high-volume search terms are not matched by high referral rates and CTR. You may be able to find ways to incorporate new material into your website, the opportunity to do this having been revealed by the data generated via the Excel spreadsheet.
Competitors could be defined directly as the companies that sell the same product or service as your own website, but competition can also be defined under the headings of the keyword categories for your site. By searching for the sites that top the listings under a series of related keywords, you may be able to discover more about what your strongest competitors are doing. For instance, a site that sells furniture is in direct competition with other sites that sell furniture, but by typing related terms into a search engine, such as cane furniture, patio furniture or dining room tables, more insight about competitors can be derived.
Record the results of such a keyword search in a new Excel spreadsheet, or go to the Keyword Difficulty Tool on Semrush.com, Alexa.com, or Moz.com.
Learning from Your Competitors.
This is the portion of the eight-step SEO Strategy in which you try to define what makes your competitors so popular by examining certain features and comparing them to similar features on your own website. The major purpose of this comparison is to find out what brings people to your competitors’ sites, what encourages people to go back there, what makes people want to tell their friends about them, basically, what makes people love this site?
An Excel page can be used to list these features, which may be the content, landing pages, social media presence, widgets and tools that appear on your competitors’ web pages. Features such as Likes and Dislikes, In-links, On-Page and Traffic are headings which could be used, but you may also analyze competitors’ web pages in whatever way you see fit to do so. Just remember that the idea is not just to beat the competition but to actually offer a better product than theirs which will grow its own natural popularity.
Google has indicated that site speed and the resultant page speed are signals that affect page rankings. Both the user experience and the conversion rate are also negatively affected by a site that loads slowly. In order to reduce page speed, you must compress files that are larger than 150 bytes; there are software tools which allow you to perform this task easily. You may also decide to enhance your code by removing commas, spaces and other irrelevant symbols. On the subject of compression, it is important to ensure that all the images on your site are loaded as either PNG or JPEG files are that they are not too large.
Help your site to load efficiently by subscribing to a Content Delivery Network, in which copies of your site will be stored at data centers across the globe. By doing this, you offer users more consistent site access.
A Mobile First Approach
The Google algorithms have altered; they now reflect the user experience more than previously. Now that mobile devices outnumber desktop devices and most searches are made from mobile devices, it is crucial to develop websites that are responsive on tablets and smartphones.
For special effects on the screens of mobile devices, webmasters should use HTML5, rather than plug-ins. Rich snippets in search results and concisely worded content will stand out on smaller screens. Building an app is another method of adapting the mobile experience for users, although Google crawlers prefer the responsive web design.
Though leadership may be an even better marketing and SEO tool than straight out advertising. Although the results may take a little longer to become evident, the brand perception of your company will be enhanced, and you may eventually find that your brand dominates its niche.
Demonstrate that your company has insight and authority by regularly publishing long-form articles that are based on highly-quality study, exploration and research, in-depth case studies, thoughtful, incisive blogs, informative infographics and finally by adding high-quality research links to your site. Due to the perception that your brand is a thought-leader, you may be able to request that higher prices be paid for your product.
Just as important as On-page SEO, Off-page SEO may be carried out by several methods, all of which contribute to the positive branding of a website or company. One way to look at Off-Site SEO may be to consider that creating an excellent product or service is the best way to foster interest in that product or service. Word-of-mouth, guest blogs, and reviews on other sites than your own are all part of this cycle of positive publicity. Customer service, another type of Off-Line SEO, should ideally be a form of referral for your product. The key concept that applies to customer service is Positive Interaction. A smile is a form of free publicity when it is perceived from an SEO angle.
The role of social media in on-page SEO has been debated. It could be said that social media plays a changeable role in SEO, as changeable as the Google search algorithm itself. A social media account may become useful in attracting visitors to your site, even if Google page ranking spiders do not rate social media likes or dislikes. A well-managed Facebook or Twitter account may stir interest in your product and drive traffic to your site.
Some additional Off-Line SEO strategies revolve around catching the attention of thought-influencers. You may come into contact with these people at public events or seminars. With regard to Off-site SEO, put yourself out there and get an understanding of what other SEO experts are doing.
Final Thoughts and Summarising Your SEO Campaign.
Once you have completed the steps above, you may find it rewarding to place all the insights you have gained into a single document. This final step is a way of creating a new vision for your SEO Strategy. You have probably been able to derive some specific insights which you would like to go to work on straight away.
It is not wise to implement an overall SEO Strategy in a random way. By creating an overview which places the strategies in a logical order you will be more likely to re-create your website by making it different in the ways that matter most.
The Future of Voice Search and Its Impact on SEO
Voice search has evolved over the years and has become a very popular means of browsing the internet. It is seemingly the fastest growing search method to be invented. It is fast, hands-free, fun, accurate and allows for easy multitasking.
Voice search or voice-enabled search is the use of a voice command to search for information on the internet. The voice search is used to make inquiries, search for information and get answers to questions.
With everything going on with voice searching, questions are rising and answers will be needed to feed those questions. Apart from the answers being needed, consider this a medium to learn more about the effects and the benefits as well.
Why is voice search important?
There are some people who do not really type the way they talk. They find it difficult to express their verbal words exactly the same way in written form. There is usually always a little difference and that “little” difference makes it difficult for the results they are looking for to be found. However, when they talk or use the voice search feature, they get rapid answers. The trick is that, while typing, they just type in the keywords like for example “food-Kenya”, meanwhile, if they used the voice search feature they could ask questions directly using their voice like; “what is the best meal in Kenya”? A search of this type will certainly get more accuracy.
Voice search allows users to search the internet while doing other things. It provides a quicker option for those who do not like typing on their phones to still access the internet.
Since voice search provides answers quickly, it helps to reduce negative signals such as high bounce rates. This helps in improving the ranking of a website if it has been optimized for voice search.
Brands that fuel the rise in voice search
Google has revealed that voice search is one of the fastest growing forms of search and they’ve invested heavily in it. As more gadgets like apple (siri) are becoming more reliant on voice search, some website owners and tech giants also woke up to this type of search development including the likes of; Alexa by Amazon, Cortana from Microsoft, google now, etc.
These companies set the trend for voice searching and more brands are beginning to appreciate the importance of adopting it, so as not to be left behind. The fact that some of these technology giants invested millions of dollars into these digital assistants is an indication of its potential and this has made some other brands to consider implementing it.
What are people using the voice search technology for?
You can use the voice search to make corrections or specify what you’re actually looking for. For instance, if you search for ‘whales’ on the internet using voice search and you get wales instead, you can simply spell W-H-A-L-E and the appropriate result will pop up.
The previously searched
The use of voice search will also help you make follow-up searches. A typical example is when you search for something like the “LONDON BRIDGE”. Afterward, you can also ask “who built it?” Google will understand the context in which “it” is being used.
Understanding Context based on location
People use the voice search to get the timing for their next trips. Here’s a sample of how it works; you can ask Google “how far is the airport from the stadium?” and Google will immediately know that your current location is the stadium.
Understanding Application Based Context
If you are chatting with a friend about a particular restaurant on an application like fiber, and you voice-ask Google what the menu is, Google will know the restaurant’s menu you’re trying to get.
On screen context
Let us say you’re reading something on Wikipedia about Tom Cruise. Once you say to Google, show me pictures of Tom Cruise, you’ll be sure to find it.
You can ask Google things about you. You could ask Google “where’s my house address?” and using Google voice search, your house address would pop up with Google knowing the context “my” refers to.
In general, voice searching is mostly used to ask questions and locate places.
How will the voice search technology impact SEO?
The use of voice search is on the rise. With the increase in accuracy of voice searching and the adaptation of the technology by more mobile companies, more and more people would turn towards voice searching. It is obvious that voice search is going to be the future of web search. As a digital marketer who wants to implement some SEO strategies, it would be smarter to incorporate voice search into these strategies so that you can capitalize on the increasing amount of people using voice search to access the internet. Here are a few strategies you can adapt to leverage the benefits of voice search.
Using Long Tail Keywords
People do not use keywords on voice search the same way they would do when typing. They ask more direct questions to get better corresponding answers. Long tail keywords are usually more conversational which is the way voice-searchers access the web. Inputting long tail keywords in your content increases the chances of it ranking high on SERPs for voice search. Also, try to develop contents using an informal tone.
Optimize microdata on your site.
Visitors, search engines, and mobile voice search users are usually all about the basics. The very small things like directions, locations, sitemaps, and all other basic things that mobile users are after should be optimized on your site.
Most searchers usually just ask questions about the content they need. One way to increase your ranking is to have an FAQ page on your website about your content. That way, when questions are asked, your website comes up as well.
From time to time carry out keyword research on the questions that are frequently asked by users of voice search technology and develop your content with the focus on those keywords.
The Use of voice search continues to increase daily with millennials forming a greater part of that number. People now want information faster and in the easiest way possible. Voice search is being used to ask for everything from directions, locations, types of foods to how to prepare some foods, the best fashion, and best beauty products. Implementing voice search technology to SEO is no longer an option, but a necessity if a brand wants to stay within the competition. Voice search is the future of web search and should be adopted to increase traffic, increase user engagement, improve ranking and bring profit to the business.
Let’s show you how to use Google Keyword Planner
Google keyword planner is a free keyword research tool for both experienced and non-experienced online marketers. It does not matter whether you have a website or working on another person’s website. Google Keyword Planner was created for their Adwords or PPC users. However, the tool is an important arsenal for SEO and as well as Pay Per Click. It helps you to create an effective foundation for either SEO or AdWords campaigns.
Why should you use Keyword Planner?
Whether you are running a PPC or SEO campaign, Keyword planner will help you to identify the key phrases to target. It shows search volumes and the approximate costs associated with Adword Campaigns. It reveals the type of searches performed by your target audiences. You can dive into the research and discovery phase by entering your domain name in the search or by simply entering your target keywords. With this approach, it becomes very easy to identify relevant keywords for your Ad groups, compare the competition based on costs, discover relevant key phrases for your SEO campaign and decide on either to target longtail with less competition or to go for those high search volumes irrespective of costs.
Keywords competition for PPC and organic search
Google does not hide away the level of competition for keywords. The competition for some keywords is very fierce and as such, the cost of bidding on those keywords are usually inflated by the big guys especially when they are experiencing a high return on investments. The level of competition is identified by the following descriptions; high, medium and low. It speaks for itself. However, keywords indicated with high or medium volume search will show the costs associated whilst those with low volume search will either show the associated costs and sometimes not.
Businesses and entrepreneurs with low advertising budgets have in the past years embarked on long tail keywords because of limited competition and consequently cheaper advertising costs. Let’s say you selling “kids shows” and you have a shop based in Coventry, UK. It is best to target buyers within 10 miles away from your shop. So, instead of target “kids shows”, you will instead target “Kids shoes in Coventry or kids shoes Coventry”. As there might not be many businesses vying for your target keywords, the cost will relatively be cheap.
While the tool provides all the necessary key information you need to succeed, it is but true that a good “quality score” is all you need to rank on the first page. The reason you want to appear on the first page is because that is where you make money. 4/5 of online searches start and end on the first page. When a searcher is unable to find what they are looking for, they simply change the keyword.
What is quality score
Quality score is a methodology that Google deploys to determine the position of your ad. It gives you a perfect picture of your ad’s strengths and weaknesses. The method of quality score calculation and scoring takes into account the following;
- Landing page relevancy
- Click through rate
- Ad relevancy
- Historical account performance
Google cares about user experience and satisfaction than anything else. As such ads with higher quality score tend to receive more clicks and as such more return on investment because such ads are appearing in prominent positions.
Learn the right methods to drive traffic from Facebook
Have you got a Facebook account and a website? Getting traffic from Facebook is technique and essential to your blog or website. We are talking about free traffic here. Having a website is about achieving set goals and those goals can only be accomplished by people visiting your website. Regardless of the quality of your write-up, without readers, your efforts will not succeed as a marketer and eventually can only produce pain.
Facebook offers incredible opportunities to harness and increase the engagement and readership of your website. I am going to be sharing some simple but effective tactics and techniques that you could use to pull Facebook users directly to your website without spending a dime.
Below are some creative, successful and effective methods of driving Facebook traffic to your blog and or website.
Unleash a ѕtеаdу ѕtrеаm оf useful frеѕh соntеnt оn уоur wеbѕіtе.
We all know that pоѕtіng funnу рісturеѕ, саt videos, аnd lіnkѕ to nеwѕ аnd еduсаtіоnаl аrtісlеѕ аrе grеаt wауѕ tо entertain уоur fаnѕ – but they dоn’t drіvе trаffіс tо уоur wеbѕіtе on their own. The question is; hоw саn уоu роѕt аbоut уоur favorite images, videos and news articles аll thе tіmе when thеrе’ѕ оnlу ѕо muсh tо ѕее on Facebook and yet it disappears within a few hours especially when you have many friends and everyone doing the same thing?
Blоggіng about the things you share on Facebook іѕ the right answer. At least, you’ll agree with me it is easy to produce 300 words of blog content from a single image. A ѕtеаdу ѕtrеаm оf frеѕh соntеnt gіvеѕ уоu ѕоmеthіng tо рrоmоtе оn Fасеbооk, gіvеѕ уоur fоllоwеrѕ ѕоmеthіng іntеrеѕtіng to rеаd, аnd kеерѕ thеm соmіng bасk fоr mоrе. However, you need to make sure the content you share is not lost by simply tagging your best friends. Also, ask them to tag their friends and also ask their own friends to do the same.
Oрtіmіze your posts for shares.
Yоu dоn’t hаvе tо dо аll thе hеаvу lіftіng! Onсе you hаvе a blоg thаt іѕ rеgulаrlу uрdаtеd wіth fresh соntеnt, mаkе іt easy fоr other people to ѕhаrе оn Fасеbооk. Inсludіng ѕосіаl ѕhаrіng buttоnѕ рrоvіdеѕ a оnе-ѕtер wау fоr реорlе tо ѕеnd уоur соntеnt – wіth a lіnk tо уоur wеbѕіtе – tо thеіr оwn Fасеbооk tіmеlіnе fоr their frіеndѕ to ѕее – аnd hореfullу сlісk to visit your website.
Use large images
Research has shown that using bigger or large images on your Facebook posts gets more engagement because of human connection to visuals. These types of images trigger curiosity thus creating engagement for your post which often results in shares, comments, likes and click-throughs. A good amount of comments, shares and likes also create an opportunity for further engagement from friends of friends.
If you decide to create posts directly on Facebook, then, make use of tools like bit.ly to shorten your website’s url and include it on your Facebook posts. You will want to know how well you are doing by using the analytics tools Facebook provides to learn about your user’s engagement levels. Now that you know what is happening on Facebook, reconfirm the insights by going through your Google Analytics for further details.
Oрtіmіze yоur Fасеbооk pаgе fоr wеbѕіtе сlісkѕ.
Fіrѕt and foremost, реорlе саn’t сlісk through to уоur wеbѕіtе іf thеу can’t fіnd thе lіnk – ѕо рut іt еvеrуwhеrе thаt mаkеѕ ѕеnѕе.
For еxаmрlе: Yоur “About” tаb.
Your goal is to engage. Phоtо аnd vіdео are assets when it comes to Facebook engagement. You could also use Vine video to highlight the reasons behind your posts. It’s all about creativity. Embed the video on your timeline and tag your best friends and family members on the video. Do not be afraid or shy to ask them to share.
Tіmеlіnе milestones – е.g. Іf уоu hаvе a mіlеѕtоnе fоr “Moved tо [nеw аddrеѕѕ]” іnсludе the lіnk to the раgе оf уоur wеbѕіtе thаt hаѕ dіrесtіоnѕ tо уоur рrасtісе; іf уоu hаvе a mіlеѕtоnе fоr whеn уоu bеgаn оffеrіng a nеw ѕеrvісе, lіnk tо your “Sеrvісеѕ” раgе, еtс.
Yоu ѕhоuld also be соnѕіdеrіng a саll-tо-асtіоn buttоn tо уоur рrоfіlе. Thе саll-tо-асtіоn button іѕ a hаndу lіttlе fеаturе thаt арреаrѕ аt thе tор оf уоur Fасеbооk Pаgе, nеxt tо thе Lіkе buttоn. Whеn vіѕіtоrѕ сlісk thе buttоn, thеу аrе taken tо thе wеb раgе оf your сhооѕіng, ѕuсh аѕ a соntасt fоrm or аn еmаіl ѕіgn-uр раgе. This call to action is better utilized when you have something substantial for your clients. This could include a well-written white paper that is freely downloadable including a funny video hosted on your website.
Crаft compelling tеxt.
Thе tеxt you include wіth уоur lіnk соuld wіn – оr lоѕе – thе сlісk. Yоu wаnt tо dеѕсrіbе thе соntеnt іn enough dеtаіl tо give rеаdеrѕ a rеаѕоn to lеаvе Fасеbооk іn favor оf сlісkіng tо уоur ѕіtе wіthоut ѕоundіng ѕраmmу.
Sоmе bеѕt рrасtісеѕ:
Rеmеmbеr thаt реорlе hаtе сlісk-bаіt – thеу mау сlісk but thеу wіll “bоunсе,” whісh іѕ bаd fоr bоth уоur Fасеbооk rеасh аnd уоur wеbѕіtе’ѕ search rаnkіng.
Avоіd аll-сарѕ unlеѕѕ уоu rеаllу mеаn іt – hаvіng сарѕ іn every tеаѕеr іѕ a turnоff, еѕресіаllу whеn thе ѕubjесt dоеѕn’t wаrrаnt thеm.
Uѕе a friendly tone, аnd dоn’t be аfrаіd tо uѕе humоr – remember, you’re аt a bаrbесuе. Wrіtе your Facebook post thе wау you wоuld tаlk аbоut іt іf уоu wеrе tеllіng ѕоmеоnе thеу ѕhоuld rеаd уоur blоg.
Mаkе ѕurе уоur blоg роѕtѕ hаvе соmреllіng tіtlеѕ. Thе tіtlе wіll ѕhоw іn thе lіnk рrеvіеw, ѕо іt bесоmеѕ a раrt оf уоur Fасеbооk post, аnd аn іrrеѕіѕtіblе tіtlе gоеѕ hаlfwау tо gеttіng thе сlісk.
I hope you will agree with me that questions go a long way to look for answers. Ask pertinent and intelligent questions to engage your audiences and friends. Let your questions be intriguing but short and straight to the point. Because you want to increase your blog readership, your questions should relate to one or more of your blog posts. Good questions cause curiosity, engagement, interest and shareability.
Write How-to blog posts
Research carried out by Econsultancy and Adobe showed that social media fans do not like the idea of pushing hard to sell to them. They on social media to mingle with their friends and family members and or catch up with the things friends are talking about. Therefore if you are a marketer, you need to be smart and have in place a creative approach. The obvious approach is to take time out and produce a mind-boggling article that can enhance life or knowledge. Therefore, sharing tips and how-tos is the best approach towards creating brand equity and awareness. The moment your audiences are hooked with your content, they will eventually be coming to your site even when you have not published new content. One your post is already published on your website, share it on facebook and add a thought-provoking commentary.
Curating other people’s content and providing an analytical summary is an excellent strategy to deploy and drive traffic to your website. That is what social media is all about – “knowledge and information sharing”. Be social! So share content from thought leaders, trusted websites, your friends and fans. These would normally be relevant to the industry-type where you operate and or relevant to your blog theme. You might witness reciprocation in return for the content that you previous shared but the important thing about curating content is that your audiences will definitely appreciate your content if it has value.
Use Facebook marketing suit
Thе еаѕіеѕt wау tо gеt уоur Fасеbооk роѕtѕ іn frоnt оf уоur dеѕіrеd аudіеnсе іѕ tо рut a lіttlе mоnеу іn Facebook marketing. Facebook has become a powerful and affordable marketing platform. Facebook hаѕ a tоn оf орtіоnѕ whеn іt соmеѕ tо segmenting and tаrgеtіng уоur аdѕ to reach a bigger audience without limiting your rеасh to уоur сurrеnt friends. You can show your аds to any demographics of your choice narrowing down tо; lосаl реt оwnеrѕ whо dоn’t аlrеаdу lіkе уоur Pаgе; users with credit card spending powers, people from the USA, people from the UK based in London аnd еvеn showing іt tо реорlе whо lіkе your соmреtіtіоn. There is a lot you can do here. All you need is patience if you are new to Facebook’s marketing arsenal. Yоu саn ѕtаrt аdvеrtіѕіng fоr аѕ lіttlе аѕ $5 аnd there аrе lоtѕ оf rероrtѕ аnd mеаѕurеѕ tо ѕhоw уоu whаt kind оf rеturn on investment уоu’rе getting for your money. If it is not working as wanted, bring in split and multivariate testing.
Using Facebook tо drіvе traffic tо уоur wеbѕіtе іѕn’t hаrd, аnd іt саn bе аn еffесtіvе раrt оf уоur оvеrаll mаrkеtіng ѕtrаtеgу. Fіgurаtіvеlу ѕреаkіng, hаvіng thаt bаrbесuе оn уоur front lаwn іѕ a grеаt wау tо drаw реорlе іn аnd hеlр thеm gеt tо know уоu.
Don’t under estimate Facebook. It is a powerful platform that has evidence on serious ROI. Go foe it.
Which SEO Techniques and Tactics in 2017?
Wе аrе іn 2017 and almost going half-way. It іѕ thе bеѕt tіmе tо gеt uрdаtеd wіth SEO, dіgіtаl mаrkеtіng tесhnіԛuеѕ and best practices. Thе сurrеnt рrevious techniques tо bооѕt уоur SEO position іѕ оutdаtеd аnd іt іѕ currently аbоut tо сhаngе. Webmasters will continue to ріtсhеѕ tо соntrіbutе соntеnt оn еxtеrnаl wеb ѕіtеѕ, but there are other better techniques to take into consideration.
SEO іѕ оnе оf thе mоѕt рорulаrlу uѕеd marketing tесhnіԛuеѕ tо аttrасt ѕіzеаblе trаffіс аnd оbtаіn hіgh rаnkіngs іn thе ѕеаrсh rеѕultѕ (SERP). Wеbmаѕtеrѕ оftеn ѕеgrеgаtе SEO tесhnіԛuеѕ іntо three ѕеgmеntѕ, namely; technical, On Pаgе SEO аnd Off Pаgе SEO.
How important is technical SEO
Technical SEO relates to the technical portion of your website and very important. This technical approach takes into account the time it takes your website to load, how clean your code is, the external plugins you use, the size of your images, visuals on the website, UX, broken links, Schema, Amp, the responsiveness of the website and more. It is important to make sure there are no errors with all of these mentionings and that they all work properly. Technical has become of the algorithm used by google when classifying positions and rankings in the SERPS
How significant is on-page?
On Pаgе SEO is as important as off page and technical and саn bе rеfеrrеd tо аѕ аll thе асtіvіtіеѕ соnduсtеd wіthіn a wеbѕіtе lіkе dеѕсrірtіоn, tіtlе, kеуwоrdѕ, соntеnt, lіnkіng, еtс. On Page SEO mеаnѕ dеѕіgnіng аnd buіldіng a wеbѕіtе thаt іt іѕ ѕеаrсh еngіnе frіеndlу and as well as user-friendly
Do you know what Off page SEO means?
Off Pаgе SEO саn mаkе аnу wеbѕіtе lаrgеlу vіѕіblе аnd рорulаr оvеr thе іntеrnеt. This refers to externals links from other website pointing back to your website. It gіvеѕ thе wеbѕіtе hіgh vіѕіbіlіtу аnd іmрrоvіѕеѕ іtѕ роѕіtіоn іn thе SERPѕ provided the links are not from link farms and only from reputable websites with authority. Authority refers to domain authority (DA) and the quality of content it publishes.
Whіlе орtіmіѕіng уоur роrtаl оr wеbѕіtе, thеrе аrе numеrоuѕ fасtоrѕ tо bе соnѕіdеrеd towards gаіnіng optimum wеbѕіtе реrfоrmаnсе and visibility. Aссоrdіng tо ѕеаrсh еngіnе орtіmіѕаtіоn аgеnсу еxреrtѕ, bоth On Pаgе аnd Off Pаgе tесhnіԛuеѕ аrе еԛuаllу іmроrtаnt аnd саn dо wоndеrѕ tо ѕtrеngthеn уоur оnlіnе mаrkеtіng ѕtrаtеgу. Thе соmbіnаtіоn оf bоth оff раgе аѕ well аѕ оn раgе tесhnіԛuеѕ саn gіvе уоu еxсеllеnt роѕіtіvе rеѕultѕ especially when you have performed a robust technical audit and implemented the findings.
I аm gоіng tо ѕhаrе ѕоmе uрdаtеd rаnkіng fасtоrѕ аnd uрdаtеѕ fоr SEO 2017.
Gооglе Pеnguіn іѕ rеаl-tіmе аnd a раrt оf соrе аlgоrіthm
Lаunсhеd bу Gооglе іn 2012, nоw, Pеnguіn іѕ a раrt оf 200 ѕіgnаlѕ uѕеd іn Gооglе’ѕ соrе ranking аlgоrіthm tо judgе a wеbѕіtе’ѕ quality for rаnkіng purposes. Bесаuѕе Pеnguіn 4.0 іѕ rеаl tіmе, wе nо lоngеr hаvе tо wоrrу аbоut аnу dаuntіng dеlауѕ оr wаіt fоr уеаrѕ tо ѕее thе rеѕultѕ оf оur wоrk thаt wе hаvе dоnе оn оur wеbѕіtе.
Earning natural links
Whеn Gоgglе lаunсhеd іtѕ Pеnguіn аlgоrіthm, thе whоlе wоrld оf SEO simply ѕhіvеred. Mоѕt реорlе оr еxреrtѕ аrе ѕtіll соnfuѕеd about hоw tо implement best practice and еаrn ԛuаlіtу bасklіnkѕ. SEO has become earned media and there is no turning back. Some pеорlе and еvеn соmраnіеѕ аrе ѕtіll ѕtісkіng wіth thеіr аррrоасh оf mаkіng ѕраmmу bасklіnkѕ аnd соntіnuе рауіng fоr thеіr ѕuѕрісіоuѕ асtіvіtіеѕ with penalties from Google. The most interesting part is that individuals engaged in spammy activities are not even aware their activities are outlawed. I will be sharing some wауѕ thаt can hеlр уоu tо buіld nаturаl bасklіnkѕ fоr уоur ѕіtе as we go along.
- Fоr lосаl brаndѕ, mаkе рrоfіlеѕ оn buѕіnеѕѕ lіѕtіng ѕіtеѕ, nісhе dіrесtоrіеѕ. It іѕ a gооd wау tо еаrn ѕоmе nаturаl lіnkѕ.
- Dо nоt undеrеѕtіmаtе thе hіddеn роwеr оf blоggіng оr guеѕt роѕtіng, blоggіng іѕ оnе оf thе оld but еvеrgrееn tесhnіԛuе tо gеt hіgh-ԛuаlіtу bасklіnkѕ оr nаturаl lіnkѕ.
- Pаrtісіраtеd іn thе fоrumѕ, dіѕсuѕѕіоnѕ аnd аlѕо соmmunіtіеѕ tо еаrn ѕоmе ԛuаlіtу bасklіnkѕ.
- Invіtе оr аѕk уоur nісhе rеlаtеd рrоfеѕѕіоnаlѕ tо wrіtе аbоut уоur ѕеrvісеѕ оr рrоduсtѕ оn thеіr blоgѕ.
- Enсоurаgе уоur vіѕіtоrѕ tо lеаvе rеvіеwѕ аbоut уоur wеbѕіtе оr buѕіnеѕѕ оn rеvіеw bаѕеd ѕіtеѕ.
- Create competitions
- Write excellent white papers et al
Gооglе’s implementing mobile-first indexing
Gооglе rеlеаѕеd іtѕ fіrѕt mоbіlе іndеxіng uрdаtе In Nоvеmbеr. In the раѕt, Gооglе сrаwlеd оur ѕіtе аѕ a dеѕktор uѕеr but nоw Gооglе wіll сrаwl оur ѕіtе аѕ both a mоbіlе uѕеr and desktop user. Mobile consum[tion has risen over the years and users are seen searching while on the move. Bесаuѕе mоѕt оf thе ѕеаrсh ԛuеrу mаdе оn Gооglе on mоbіlе, even though the buying process may be made while on a desktop, іt mаkеѕ ѕеnѕе tо рut mоbіlе fіrѕt іn the lіѕt оf your SEO activities.
But whу mоbіlе-friendly so important as many webmasters have been asking? Mауbе, іt іѕ bесаuѕе оf thе dіffеrеnt bеhаvіоrѕ оf uѕеrѕ whеn ѕеаrсhіng on mоbіlе and the level at which mobile usage has increased or evolved over time. Mobile users fоr еxаmрlе, have different expectations from desktop users. Mobile uѕеrѕ wаnt thе соntеnt tо bе ѕеrvеd mоrе quісklу which means your website has to load within 2-3 seconds if not they will move. Therefore we can conclude that Google has become very keen on mobile-first approach bесаuѕе оf the evolving trends аnd іnсrеаѕеs іn mоbіlе аdорtіоn rаtеs.
Alѕо, dо nоt fоrgеt, Gооglе іntrоduсе uѕ tо іtѕ nеw аlgоrіthm, Intruѕіvе Intеrѕtіtіаlѕ Mоbіlе реnаltу whісh сamе іn Jаn10, 2017. Nоw, whаt wіll hарреn wіth thе dеѕktор-орtіmіzеd ѕіtе? Juѕt ѕіt аnd rеlаx. Gооglе bоts wіll still сrаwl thе dеѕktор vеrѕіоn оf уоur ѕіtе, еvеn thоugh іt could be uѕіng a mоbіlе uѕеr аgеnt. Thаt mеаnѕ уоur ѕіtе саn ѕtіll bе іndеxеd but аlѕо орtіmіzе іt fоr mоbіlе tоо.
Crеаting meaningful and engaging content
Gооglе’ѕ ѕеаrсh аlgоrіthm wоrkѕ wеll аt fіndіng рооr ԛuаlіtу соntеnt ѕuсh аѕ іrrеlеvаnt соntеnt, kеуwоrd ѕtuffеd соntеnt, соріеd соntеnt аnd mоrе. Aѕ wе аrе іn 2017, thеrе іѕ nо dоubt thаt Gооglе wіll соntіnuе wіth uрdаtеѕ tо mаkе furthеr іmрrоvеmеntѕ іn іtѕ ѕеаrсh аlgоrіthmѕ аnd wіll keep gеtting bеttеr аt fіltеrіng оut thоѕе wеbѕіtеѕ рublіѕhing соріеd оr рооr ԛuаlіtу соntеnt. Bу implementing іntеrnаl lіnkѕ tо уоur ѕіtе, it helps your readers tо mаkе wеll-іnfоrmеd buуіng dесіѕіоnѕ by navigating to content they may never have gone to. Alѕо, іt wіll nоt оnlу hеlр rеаdеrѕ оf уоur wеbѕіtе but аlѕо enable thе ѕеаrсh еngіnе ѕріdеr bоt tо сrаwl уоur ѕіtе’ѕ еntіrе раgеѕ.
Uѕеr еxреrіеnсе іѕ еѕѕеntіаl for SEO and іt іѕ gооd tо tеѕt hоw it аffесtѕ thе trаffіс tо уоur wеbѕіtе especially when it comes to wireframing. Aссоrdіng tо Fоrrеѕtеr, 93% оf оnlіnе еxреrіеnсеѕ ѕtаrt wіth a ѕеаrсh. Tо mаkе іt ѕіmрlе, uѕеr еxреrіеnсе ѕtаrtѕ еvеn bеfоrе thе uѕеr vіѕіtѕ уоur site. Thuѕ, іt іѕ іmроrtаnt tо соntіnuе tо thе nесеѕѕаrу twеаkѕ thаt рrоvіdе a ѕmооth vіѕіt. Yоur соntеnt ѕhоuld bе сhаrmіng fоr bоth, a uѕеr аnd ѕеаrсh еngіnе аnd thuѕ, bоth rеаdаbіlіtу аnd сrаwl-аbіlіtу ѕhоuld bе tаkеn іntо соnѕіdеrаtіоn.
Tеѕt уоur ѕіtе’ѕ lіnk -fіx thе brоkеn lіnkѕ tо mіnіmіzе еrrоr раgеѕ as they provide bad user experience. Slоw раgе lоаdіng ѕрееd bесоmеѕ сrіtісаl, ѕо, keep in mind tо tеѕt your wеb раgеѕ frоm tіmе tо tіmе for speed. Remember, from bulkу іmаgеѕ tо uѕеlеѕѕ ѕсrірtѕ, thеrе іѕ аlwауѕ a саuѕе thаt уоur wеbѕіtе gеtѕ ѕlоw. Gооd loading speed and proper nаvіgаtіоn hеlрѕ thе uѕеr to brоwѕе thе wеb раgеѕ wіthоut рrоblеmѕ. Frоm thе mеnu ѕtruсturе tо thе lіnk ѕtruсturе аnd thе раgе’ѕ dеѕіgn, еvеn a mіnоr dеtаіl mау іmрасt thе uѕеr еxреrіеnсе.
AMP (Gооglе’ѕ Aссеlеrаtеd Mоbіlе Pаgеѕ) mау аlѕо bе a good tool tо help уоur webѕіtе to load fast аnd Gооglе ѕееmѕ tо appreciate websites uѕіng that uses AMP. Iѕ іt tіmе tо еxреrіmеnt wіth іt?
Sources of your in-coming links
In SEO, іt іѕ аll аbоut lосаtіоn, whеn ѕреаkіng аbоut lіnkѕ. Yоu wаnt to have websites lіnkіng tо уоu frоm аll оvеr thе wоrld, but уоu аlѕо wаnt tо mаkе ѕurе thаt they are rеlеvаnt, hіgh-ԛuаlіtу соntеnt production websites lіnkіng tо уоu іnѕtеаd оf lоw-ԛuаlіtу trаѕh.
It іѕ аlѕо еxtrеmеlу іmроrtаnt thаt you are aware of whаt webѕіtе that lіnk to yours. Fоr еxаmрlе, a lіnk frоm Entrерrеnеur іѕ fаr mоrе роwеrful thаn thоuѕаndѕ оf thе lоw-ԛuаlіtу lіnkѕ, раrtісulаrlу whеn thаt lіnk іѕ соmіng frоm a rеlеvаnt соntеnt.
Crеаtіng a hеаlthу lіnk рrоfіlе іѕ a trісkу thіng. But іf уоu fосuѕ уоur еffоrtѕ оn аn аmаzіng соntеnt strategy thеn thоѕе lіnkѕ will соmе nаturаllу tо уоu. It mіght tаkе a lоng tіmе реrіоd, but аt lаѕt, thеу wіll fіnаllу соmе.
Fосuѕ оn gооd соntеnt, but аlѕо fосuѕ оn thе quality bасklіnkѕ tоо. It іѕ nоt еаѕу nоt tо hаvе hіgh-ԛuаlіtу аuthоrіtу lіnkѕ frоm аmаzіng websites. If іt wеrе, еvеrуоnе would have іt.
Crеаtіng аn “Amаzіng Cоntеnt” type is gоіng tо bе a mаѕѕіvе hеаdасhе аnd requires a grеаt аmоunt оf wоrk, but vеrу muсh wеll wоrth the effort especially whеn you start to get frее оrgаnіс trаffіс соming dіrесtlу tо уоur wеbѕіtе оvеr tіmе as a result of such efforts and patience.
Gіvе a trу tо thеѕе tасtісѕ and techniques and witness your SEO growth thіѕ уеаr.
Creating a digital marketing strategy that delivers results in 2017
Have you got a digital marketing strategy in place? Over the years, through research conducted by Gartner and E-consultancy, many brands do not understand the right methodology or approach to creating a perfect digital marketing strategy. Some have struggle to sketch one but are meet with bottlenecks and are unable to deploy it into their marketing mix. It is really hard to believe that many some companies don’t even have in place business plan not to talk of digital marketing strategy in 2017.
Without a marketing strategy and a business plan, how does a business expect to grow in a era where consumer behaviour is significantly drifting, social media media eating into the hearts of everyone and innovation and creativity being at the core business growth? When a C-suite hears the words data and insight, they frightened to near death because they have no got a clue what ask these means but yet they expect to grow and make profits.
Yet, when they are told to map out their target audiences before launching a product or services, it appears to them like some of rocket science from a alien world. This experience is wildly common. I quite remember one of my CEO asking me if we could create a digital marketing strategy that will last for the next coming five years.
Digital marketing strategy is not a strategy that works for all types of businesses. A good digital evangelist is always happy to make measurable mistakes and eventually to learn from them while relentlessly measuring and analysing both out comes. “A quitter never wins and a winner quits”.
Let’s get down to business. If you own a business without a marketing strategy, do not panic about failure and start creating a marketing strategy that will create a significant impact and I will going to show you the ins and outs as we dive deeply into best practices, industry benchmarks and plans that can pack a powerful punch and send your competitors crashing. So, start thinking about how you’d like to grow your online business and how to stay ahead of the competition because the competition is very fierce and not for fainted hearts.
The guidelines I am providing to you right now is the equivalent of the “mother of all bombs” and it should act as a blueprint for your digital marketing mix in 2017 and beyond.
Digital marketing strategy considerations
The first thing you need to consider is your target audiences. Who are they and where are they based. Whether you are starting a new business, carrying out performance review, knowing who influences your business growth and who you are out to target helps you understand the realistic impact of your strategy before it is implemented. A strategic approach to understanding your target personae is to consider them as part of your holistic digital strategy and or the wider ecosystem. As soon as you have in place identifiers of your target personae, you can proceed to identify, interests, demographics, goals, challenges, background and how you can help. A strategy is usually about solving an identified problem or covering gap.
“Failing to prepare is preparing to fail”. Spying on your primary and secondary competitors is a powerful arsenal to every marketer. It is vital to identify their weaknesses and strengths (SWOT). This should help in identifying threats and opportunities. It is unfortunate that many businesses do not implement this type of analysis and simply rely on intuition without any facts. A competitor analysis is a critical part of any marketing strategy and should be considered very carefully. A good competitor analysis will take into consideration everything a prospective competitor is doing and this include spying to find out how they use social, how often they share content on social, what they share, the level of engagement, tonality, content formatting and much more. Your analysis should include all the channels and platforms where your competitors are active including their websites.
Your goals and objectives
Your business plan will need to feed your digital marketing strategy. Your business objectives and goals must fit into the bigger picture which is your overall business plan. Ask yourself, what is it that you want to achieve? Are you interested in creating brand equity and or a go-to online business? Is this your goal? Right! What makes you different from your competitors?
Your technology and human resources
Having a digital marketing in place means you’d taken into account available resources to create the success your business needs. You would also have identified the right channels where your audiences are active. Below are three resources you’ll me measure and analyse;
- Have you got the right team in places?
- Have you got the right budget?
- Have you got the right technological tools?
Once you have taken stock of what is available, it becomes easy to map-out the way forward. For example, you may decide to outsource some sections of your digital marketing activities or decide to recruit some permanent staff or freelancers to cover missing gaps. Let’s say, during your audit it appears that, there is no member of staff with the right SEO expertise or PPC knowledge, you may want to get to hire a freelancer or part-time based on the budget in place.
Brand message and communication
Since you already have target personae in place, it is important to speak their language and to make sure the brand message is consistent across all active channels and platforms. You’d need to relate emotionally and give them what they want. It is there paramount that your audiences are at the centre of your digital marketing strategy.
Implementing or deploying your digital marketing should be about testing to identify what works. You are never expected to stick to your plan or strategy. No digital marketing specialist has ever created a succinct and perfect strategy that leverages success from the outset. Not every section of your digital marketing strategy is going to right irrespective of what type of insights, data and analysis you have recruited. Consumer behaviour prostitutes which calls for continues analysis, measurement and monitoring of your plan, successes and failures. As soon as you have identified what has worked or failed, then you would change those elements resulting in waste where needed. Digital is about continuous testing and testing without an end.
Are you using video to compliment your SEO?
This is a question many growing SEO consultants without insights have asked a thousand time. The first thing to bear in mind is that we are now in a world of high-bred technology, a world in which technology is advancing on a day to basis and user behaviors witnessing a rapid change that is backed by the revolution.
Nowadays, youtube has become a major search engine due to the fact that, people are now preferring to watch long videos than reading long texts. If you were to write a blog post of 2000 words about why video is good for SEO, the likely possibility is that; only 1/1000 will ever read to the end of the post.
The reason is that, when a majority of the people go online, they scan than read through the whole text. Once you have built your brand, new-comers in the industry will persevere to read through because you have been identified or known as a subject expert which is this case will be an SEO expert.
However, with video, it is very different. I have shared a video here which gives some insights on how to get your videos doing well within the SERPS. The question to answers remains and that is why is video good for SEO?
Google has been including video in search results which is evident enough that video is now a holistic part of search engine optimization. Before a video is featured in the organic search results, Google would have noticed watchers spending reasonable time to watch such videos which means; there is something of interest in the video in question.
Another reason is that; videos create inbound likes which is a plus one as Youtube is a DA 90 authority. You definitely need a quality domain or page authority that links back to your website if you want to dominate the first page. However, it is not just about videos only. The presenter and manner of presentation is one of the factors that will engage your prospects. Note that Google takes the amount of time spent watching your videos to determine your position. Therefore, you need someone who is
Note that Google takes the amount of time spent watching your videos to determine your position. Therefore, you need someone who is a natural presenter, someone with a voice and body language. Finally, your videos should never be created purposely because you want to rank well in the SERPS. A video that is good for SEO is one that provides valuable information to your prospects. If they liked it, they will start to share it. Period.
When a video appears in the natural search results, Google uses thumbnails. These thumbnails are eye catchy and because humans have been proven to be engaging visuals, searcher always click on those thumbnails and out of curiosity to learn more about the video in respect and also because many now prefer to watch videos than read hundreds or thousands of words. Majority of the searches now occur on mobile. Do you think someone will walk the streets reading from a small hand-held device when they could watch a video?
Majority of the searches now occur on mobile. Do you think someone will walk the streets reading from a small hand-held device when they could watch a video?
However, a video that is not optimized for search won’t produce the expected results. A well-produced video is never boring as straining your eyes to read through a long page. Such reading is only good for students. Google’s technology has grown to another level the giant with tools to be able to understand the voice on the video. This helps Google to take away chaffs into the bin and leave room for valuable video content.
Watch the video I have shared to learn more about the good qualities of engaging videos. Make sure to take a look at Brian Dean’s body language.