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How to ensure influencers help your SEO campaigns

Posted by on May 17, 2022 in SEO Articles | Comments Off on How to ensure influencers help your SEO campaigns

How to ensure influencers help your SEO campaigns

If you are looking to make an impact in your business with your SEO strategy, influencer marketing is one of the most efficient techniques to increase reach, engagement and influence traffic and conversions.

The State of Influencer Marketing in 2022 report by Hype Auditor shows that Global Instagram influencer marketing market could reach $15.2 billion in 2022 and by 2025 this figure could reach $22.2 billion.”

While working with influencers is growing in popularity, this tactic comes with some challenges. With so many questions and myths around this activity, how can SEOs and businesses ensure that influencers have the desired impact on their SEO campaigns? 

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Before the term “influencer” was so popular, businesses and SEO agencies relied on working with influencers for various reasons. For SEOs, the most important is links

So, is it still a good tactic to work with influencers? Short answer: yes. Here’s why:

A Kantar study found that 58% of people born between 1995 and 2010 are influenced by reviews when making a purchasing decision. 

This generation is a digital native: having grown up with the internet, social media and mobile devices. This has resulted in a hypercognitive generation accustomed to gathering and consuming a wide range of information sources. They take into account virtual and offline experiences.

And reviews, in a way, are a source of experience.

What about SEO? Suppose there is a link within a piece of coverage or review that is relevant to your audience and supports the influencer’s work. In that case, the direct benefits will be on traffic and revenue, aside from others such as brand awareness.

However, as link building evolves, it also becomes how we work with influencers. While there is little question on whether influencers may have a beneficial impact on traffic and SEO, demonstrating the ROI of influencers is still proven to be a challenge.

3 challenges of working with influencers (and solutions)

Challenge 1: Using the wrong metrics to choose influencers

One of the most common issues for businesses when choosing an influencer is using metrics that don’t reveal anything about the influencer and their work.

One of those metrics is Domain Authority (DA) of a website (if you are looking for an influencer who, apart from their social media channels, also has a website). 

Domain Authority is an unhelpful metric for evaluating an influencer’s website. DA is a metric invented by an SEO tool provider, and Google does not use it for indexing, crawling or ranking. 

We don't use domain authority at all in our algorithms.

— johnmu.xml (personal) (@JohnMu) February 24, 2020

Choosing an influencer based on the number of followers is not a substantial metric as followers can be purchased. 

Solution: Clear KPI definition

The KPIs behind every campaign with an influencer should be unique. 

Many years ago, a popular KPI when working with influencers was to get a link on their blogs. In 2022, business objectives when working with an influencer can be one of the following (or all of them in some cases):

Traffic.Exposure.Engagement.Quality content.Sales.

Working with influencers is exciting. However, there are also a few things to look at to make sure your collaboration reaches genuine people and not fake followers.

When reviewing influencers, it is worth looking at:

Engagement rate: The ratio of people who see the influencer’s content and the people who interact with it. The tool Grin can help you to calculate that.Follower count.Monthly impressions

This is not a metric but it is always a good idea to ask the influencer for a collaboration portfolio. This is when an influencer pitches a collaboration to your business, you can request this to have an idea of how they work with other brands.

Useful influencer analysis. Two fantastic tools to help you to find out more insights into your influencers and their followers:

Hype Auditor Sparktoro’s Fake Follower Audit

Remember that the metrics we are looking to influence by working with influencers are traffic, conversions and revenue.

Challenge 2: A result that does not bring any value to anyone 

A collaboration that ends with a mention and without a link won’t drive any SEO value for your business or brand.

You ultimately have a temporary story lost among all the other stories (on Instagram, Snapchat, or elsewhere) or posts that won’t bring you any traffic or engagement.

Solution: Clear goals and communication from the start

Determining your goals lets you choose what kind of influencers to work with, types of content, distribution platforms, etc.

However, your broad marketing and business objectives are not for your influencer campaign to meet. 

When working with influencers, make sure that your goals are campaign-specific so you aren’t accidentally under-estimating the effectiveness of your campaigns.

Challenge 3: Irrelevancy 

Irrelevant content happens when an influencer’s audience doesn’t find the topic of your collaboration interesting, relevant or useful. Most likely, their followers probably won’t even click on it.

Even if your team secures a collaboration with a high-end influencer, you might get a temporary traffic boost. However, any traffic the collaboration drives probably will quickly bounce and is unlikely to convert.

Solution: Choosing the appropriate influencer for your audience

Consumers’ views on influencer content are critical. The most appropriate influencers for your campaigns and audience are more valuable than the amount of followers they might have. 

Whether influencer work aligns with brand values, the effect of their work should be evaluated based on quality by analyzing the interaction of their community with the influencers’ content to determine whether their work contributes to shaping customer opinions on a product or company.

Tips to make the best of a collaboration with an influencer

Best practices

When working with influencers, it is important to stay within best practices. This means that your business’s content and collaborations with influencers must include labels such as:

#AD (advertisement)#GIFT (gifted)#SPON (sponsored)

In the UK, for instance, the Advertising Standards Authority (ASA) states in its rules and regulations the importance of influencers fully disclosing the nature of their posts to their followers. 

If you are working with influencers, creating content on their websites or blogs, then these should be labeled too, especially if the influencer adds a link to your business in their content. Not doing this correctly could violate Google’s Quality Guidelines (link schemes).

Follower count doesn’t matter

Influence isn’t merely a numbers game. When it comes to influencer marketing, size isn’t everything.

Because of their familiarity with the audience and shared interests, influencers with smaller audiences are more likely to generate more engagement.

More brands are working with influencers than ever. The days of only chasing influencers based solely on their follower count and no other metric are long gone. 

Relevancy and engagement rate and the rise of the micro-influencer give businesses and brands a plethora of options.

The post How to ensure influencers help your SEO campaigns appeared first on Search Engine Land.

10 Best E-commerce Email Marketing Strategies You Should Start Using Now

Posted by on May 16, 2022 in SEO Articles | Comments Off on 10 Best E-commerce Email Marketing Strategies You Should Start Using Now

10 Best E-commerce Email Marketing Strategies You Should Start Using Now

There are plenty of e-commerce marketing channels available to grow your business, such as social media, PPC, SEO, and network marketing.

Successful e-commerce business owners, though, know that email marketing is one of the most profitable channels available.

Let’s take a look at “what is e-commerce email marketing?” and why e-commerce businesses should use it.

Finally, we’ll delve into the 10 best e-commerce email marketing strategies that you can implement immediately for great results.

What Is E-Commerce Email Marketing?

E-commerce email marketing is a marketing channel that enables you to send marketing messages to current and potential customers. 

The strategies you use can be simple, like sending a weekly email blast with featured products, or complex—with multiple automated email series for cart abandonment, customer re-engagement, and exclusive membership deals.

Either way, the ultimate goal is to increase customer engagement and drive conversions.

Why Should E-Commerce Businesses Do Email Marketing?

As an e-commerce business owner, you’ve probably heard the sales pitch for just about every marketing channel there is. 

You may even dabble in email marketing currently, but perhaps you don’t understand just how valuable a tool it is to your sales strategy.

Email marketing is a unique process in that, unlike social media or SEO, you own every piece of the funnel. Most importantly, you own the email subscriber list.

Why is that so important? With 4 billion daily email users (which will climb to 4.6 billion by 2025), you can’t afford to miss this incredible opportunity.

Through email marketing strategies, an e-commerce business can benefit from brand awareness, customer engagement, and high-intent customers. We also can’t ignore the conversion rate boosts that e-commerce businesses see when they implement a solid email marketing strategy, with the best ROI when compared to other marketing channels. 

With an average of $36 earned for every $1 spent, that’s a whopping 3,600 percent ROI!

How to Do Email Marketing

While much of this article will focus on email marketing strategies for active marketers, we understand that not every e-commerce business is yet set up for email marketing. 

If that’s you and you are completely brand new to email marketing, here are the steps you should take first:

Set realistic and sustainable goals to grow your business, such as building an email list or improving customer retention by X percent.Select an email marketing software like MailChimp or Constant Contact. Map out your initial campaigns (e.g., welcome series, abandoned cart series, or new product launches.)Decide how you’ll collect email addresses. Many e-commerce companies offer a small coupon in exchange for email addresses. Set up landing pages as needed for campaigns.Set up campaign tracking with your chosen analytics provider.

Take the time to establish a firm foundation and you’ll be off to a better start than even many seasoned e-commerce businesses.

Best E-Commerce Email Marketing Strategies

Whether you’re new to email marketing or you’re looking to optimize your current setup, our best e-commerce email marketing strategies will provide you with a solid foundation to build your email marketing empire.

1. Start With a Welcome Series

For the best impression with new subscribers, establish a welcome email series. This gives you a chance to share your brand story, highlight your best products, and even offer a discount to drive sales.

Beyond that, a welcome series drives serious engagement. With an average open rate of 68.59 percent and an average click-through rate of 16.05 percent, a welcome series is a great part of your larger email marketing campaign.

Why?

First and foremost, a welcome series implies more than one email. Two or three emails is the sweet spot and anything beyond that is considered “spammy” and may scare off new subscribers.

With two emails, you have the chance to welcome the customer and invite them to connect. With three emails, you have the chance to do the previous two while also getting to know the customer more personally.

Take, for example, the NewEgg welcome series below which welcomes the customer and then invites them to connect with the mobile app:

Whether you choose two or three emails, you want to be sure to include a few key elements in each email. 

The initial welcome email should:

thank the subscriberwelcome them to the brandlet them know what to look forward to in future emails

If you made a promise upon sign-up, like a discount, that needs to be included as well. 

The second welcome email should then:

give subscribers a further way to connect through mobile apps or social mediafocus on the value you or your products can provide to their livestell them why they should purchase

2. Be Sure to Include a Clear Call to Action

What do you want your subscribers to do? 

Whether that’s reading your latest blog post, watching a promotional video, or buying your newest product, your customers should know exactly what you want.

A call to action, or CTA, is a prompt given to users in a newsletter, on a website, or in a video. The prompt is usually a button or hyperlink that will help the user to achieve the goal.

According to Unbounce, including just one clear CTA in emails boosts clicks by 371 percent and sales by 1617 percent.

When it comes to effective CTAs, clear and concise is the way to go.

Create a compelling call-to-action for your email marketing campaigns by:

Knowing the end goal.Using action-oriented words.Addressing your audience in the first person.Keeping your messaging short and snappy.Adopting a conversational tone.

You should also A/B test your calls to action regularly. 

This means testing variations of your most used calls to action to see what elements your users respond to best. This includes verbs, button shape and color, length, and word order.

Unbounce saw an increase of 90 percent in their click-through rate just by changing “Start your free 30-day trial” to “Start my free 30-day trial.”

3. Use Personalization to Segment Your List

When is the last time you received an email that was specifically tailored to you? 

If you’re like most people, that email had a greater chance of compelling you to act. 

In fact, personalized promotional emails lift transaction rates and revenue six times higher than non-personalized emails.

Personalized marketing has three categories: contextual, demographic, and behavioral.

Contextual personalization utilizes where a customer is in their journey. For example, just beginning to research the topic or being ready to make a buying decision.Demographic personalization utilizes demographic information such as age, gender, location, and household income level to inform recommendations.Behavioral personalization is the use of past purchases or website behavior (e.g., abandoned carts). Consider this email from Etsy that advertises products based on past purchases:

Depending on the size of your email list, you can even combine these categories to create intersections. Try combining past purchases with new location-based recommendations.

As your segmentation becomes more specific, the marketing campaigns will become more personalized and, more likely than not, successful.

4. Automate What You Can

Campaign Monitor found that automated emails create 320 percent more revenue than non-automated emails. 

Therefore, automated email campaigns can be an invaluable tool in your overall marketing strategy. 

From welcome series to cart abandonment to transactional emails to re-engagement campaigns, automated emails for e-commerce can level up your email marketing strategy.

Any email marketing software worth its weight will publish advice to help you automate your emails. 

Klaviyo, for example, has various blog posts on topics such as automation flows to consider. It also has an automation user guide so you can set up your flows successfully.

5. Create a Dynamic Cart Abandonment Series

A cart abandonment series can be one of your most profitable series. 

With an average open rate of 41.18 percent and a click rate of 9.50 percent, abandonment emails have a great opportunity for conversion.

When creating one, consider:

The number of emails in the series: Three or four emails typically work best.The frequency of and intervals between each email: Try sending one email an hour after the cart abandonment, another the day after, and your final one three days later.Discounts to offer: If you want to secure a sale, try offering a discount code on the products they have in their cart.Subject lines: Subject lines strongly influence the CTR of your cart abandonment series, and can make sure your audience opens their email and reads the information you’re providing.Calls to action: Your CTA needs to convince your prospective customers to return to their carts. 

Additionally, your cart abandonment series can be a great place to personalize. The obvious one here is to include the products left behind in the cart like Chewy does below:

6. Perform Split Testing

How do you know whether your email campaigns are as effective as possible? 

Without split testing, you don’t!

Split testing (sometimes called A/B testing) is a marketing strategy that pits two or more similar variations of an element against one another. 

For example, a split test may test the efficiency of two CTA buttons, one black with white text and one white with black text. 

The goal is to find the best variations of common email elements to ensure that your emails have the greatest return on investment—such as testing user experience design elements. 

This can result in better conversion rates of up to 400 percent. 

Try to test:

subject linespreview textproduct imagerylayout image sizefont sizefont colorbutton colorsend day and timecopypricing and discountssocial media icons

When it comes to running successful split tests, there are some ground rules to follow:

Stick with one variable at a time.Identify your goal.Know your “control” and your “challenger.”Split your groups equally and randomly.Decide significance parameters.

Once you have statistically significant (as determined by you) results in hand, it’s time to implement changes if necessary.

7. Use Email to Encourage Engagement

We’ve touched briefly on engagement in the welcome series section. However, engagement emails don’t need to be reserved only for welcome email campaigns.

Email newsletters offer a unique opportunity to capture your audience. This is especially true if open rates are high but click-through rates are lacking.

Segment your audience according to their engagement, and deliver appropriate messages accordingly.

Subscribers who have previously converted, for example, are 74.7 percent more likely to do so again. 

Here, you would want to capitalize on brand trust. Ask yourself: 

“Why did the customer buy from me before. Why should they do so again?”

This would be a good opportunity for a product recommendations email based on their previous purchase. 

If it’s a consumable product, then a subscription offer email is easy enough. If it’s a non-consumable product, then a complementary product email is a safe bet.

For subscribers yet to convert, focus on building brand trust and offer discounts to make a purchase less risky.

8. Offer Exclusive Experiences and Rewards to Loyal Subscribers

Segmentation makes it easier to personalize emails and reward loyal customers. 

By segmenting your email list by longtime subscribers or the greatest money spent, you can provide an exclusive experience that makes them feel valued by your brand.

Notice I say experience and reward as opposed to discount. 

Can a discount be a reward? Absolutely. However, discounts do have a downside. In particular, they can cheapen your brand’s value, especially in the eyes of loyal customers.

A loyal customer knows the value of your product. 

Instead of a discount offer, consider an experiential reward. This is also backed by millennial spending habits. After all, 78 percent of millennials would rather spend their money on an experience than a product. 

Give away once-in-a-lifetime trips.Offer meet and greet events with brand ambassadors.Make a brilliant rewards program.Design a top-tier social media group where you host virtual events.

9. Set Up Back In Stock or Wishlist Emails

We’ve touched on the importance of automated emails, and we’ve even covered two automated campaigns in particular:

A welcome series.A cart abandonment series. 

The next on our list to highlight is the back-in-stock (or “wishlist” emails.)

With recent constraints on the supply chain, more brands than ever have had item stocking and inventory troubles. 

You can either waste an opportunity by removing temporarily unavailable items from your website, or you can capitalize on customer wants with back-in-stock emails.

As the name suggests, back-in-stock emails alert customers when a product they expressed interest in is back in stock and available to purchase. 

Depending on your platform, a back-in-stock email option may be a product page feature or it may require additional configuration (and add-ons like an app). 

However much effort it takes on your part, the return is worth it!

According to a study by Barilliance, back-in-stock emails had the highest open rate (65.32 percent) when compared to alternative post-purchase emails.

10. Utilize Dynamic Content

We already know that personalization drives conversions. 

The same can be said for a subset of personalization known as dynamic content, which has been shown to increase email ROI by 100 percent!

So, what is dynamic content?

Dynamic content is personalized content generated based on user signals:

Product recommendations based on past purchases or previously viewed products.Calls to action tailored to the user’s browsing behaviors. Free exclusive offers (such as ebooks and white papers) for someone in the “research” stage of the buyer’s journey.

With most major email marketing software companies, dynamic content will be an impressive addition to most e-commerce email templates. 

E-Commerce Email Templates

Here are a few e-commerce email templates to help you build your e-commerce email marketing campaigns.

1. Welcome Email Template

This welcome email template combines clean lines combined with pops of color to be striking and eye-catching. When customizing it, make sure to use the large “featured image” space for a friendly brand image or a featured product lifestyle relevant to you.

2. Abandoned Cart Email Template

The creative, clean design of this abandoned cart email template is great for any e-commerce site. Stylized text and a large product image make it easy to read, drawing attention to the humorous copy.

3. Discount Email Template

Make your big sales event known with this beautifully stylized email template. Featuring bold text and modules for product imagery, your customers will easily see the value in your offer. 

4. Product Recommendations Email Template

Let your product recommendations do the talking with this image-heavy recommendations email template. The faux navigation also adds a standout touch that makes your readers feel as if they’re shopping your website.

5. Follow-Up Email Template

With a clean, streamlined design, this follow-up email template is ideal for soliciting post-purchase feedback from your customers. 

E-Commerce Email Marketing Frequently Asked Questions

How much should I make from e-commerce email marketing?

What you earn from e-commerce email marketing is relative to what you invest. With an average of ROI $36 earned for every $1 spent, you’re likely to earn more from e-commerce email marketing than most (if not all) other marketing channels.

How does e-commerce use email marketing?

E-commerce relies heavily on email marketing as a way to connect with both current and prospective customers. It’s used as a way to promote new products, communicate exclusive offers and deals, and engage with the target audience.

How do I start e-commerce email marketing?

To start e-commerce email marketing, all you need is an email marketing software, some e-commerce email templates, and one or two fully fleshed-out campaigns. The rest will fall into place as you grow your subscriber list.

How important is email marketing for e-commerce companies?

Email marketing is a critical part of any effective e-commerce marketing strategy. Without email marketing, you could be leaving tens or even hundreds of thousands of dollars on the table.

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Conclusion: E-Commerce Email Marketing

Whether you’re a new or seasoned e-commerce business owner, email marketing should have a large part to play in your overall marketing strategy. 

It’s not difficult to get started, and once you do you now have the best strategies in hand to make your campaigns a success. 

To recap, the 10 strategies you should implement in your e-commerce email marketing strategy are:

Start with a welcome series.Be sure to include a clear call to action.Use personalization to segment your list.Automate what you can.Create a dynamic cart abandonment series.Perform split testing.Use email to encourage engagement.Offer exclusive experiences and rewards to loyal subscribers.Set up back in stock or waitlist emails.Utilize dynamic content.

With these strategies in place, you’ll know that you’re doing everything you can for boosting engagement and conversions.

Which of the above strategies are you most excited to implement in your email marketing strategy?

Webinar: Dominate your competition with Google auction insights and search intelligence

Posted by on May 16, 2022 in SEO Articles | Comments Off on Webinar: Dominate your competition with Google auction insights and search intelligence

Webinar: Dominate your competition with Google auction insights and search intelligence

Auction insights is a powerful tool we’ve all come to use for understanding campaign performance against competitors. Search intelligence adds another layer of granularity to ensure you’re one step ahead of your competition.

Join Sean O’Connor, Senior CSM and Sales Engineer at Adthena, to explore three easy search intelligence tactics that will help you dominate your competitors along with use-cases from L’Oreal and Avanti West Coast trains.

Register today for “Dominate Your Competition with Google Auction Insights and Search Intelligence” presented by Adthena.

The post Webinar: Dominate your competition with Google auction insights and search intelligence appeared first on Search Engine Land.

Live Event – SEO Office Hours: Name Consistency Theory Findings

Posted by on May 16, 2022 in SEO Articles | Comments Off on Live Event – SEO Office Hours: Name Consistency Theory Findings

Fri, May 20, 2022, 10:00 AM – 10:30 AM PT

Local SEO Guide’s CEO, Andrew Shotland,  and VP of SEO Services, Karl Kleinschmidt, are holding a live event on LinkedIn this Friday to discuss some exciting new LSG research findings that provide opportunities for optimizing how effectively directory listings rank. This live event & research has SEO strategy implications for:

Directory sites
SEO stakeholders
Multi-location businesses

Viewers can expect to come out of the SEO Office Hours session with a better grasp of how to optimize the rankings of directory listings. In addition to a review of the research and three case studies, the event will also feature an AMA portion to answer questions from the audience. You can register for the event and/or submit questions about SEO in general as well as more specific research-related questions for Karl & Andrew to answer during the live stream.

Register Here Submit Questions for AMA
What is Name Consistency Theory & what will we be talking about?

Local SEO Guide has discovered new data insights which suggest that directories gain more search volume when the titles of their local listings match Google Business Profile Knowledge Panel titles. During the course of conducting research, Karl Kleinschmidt analyzed over 500,000 listings and noticed a key association between these two very interesting elements. 

We’re calling it Name Consistency Theory.

The initial hypothesis

A certain percentage of the directory’s search volume stems from people looking for the businesses in their directory via Google Search.  
So, if your directory listing information matches what Google has as the business information then you will likely rank higher when someone searches for that entity.

To test this hypothesis we looked at the data for different business directories…

What we found out

In the first pass, we looked at just one business directory and the results seemed to support the hypothesis. We found a correlation between an exact match in the listing and GBP titles and the position they ranked for in Google SERPs. On average, the listings that were a match tended to do much better than those that didn’t match the title and address. 

But, this was only looking at one directory so we had more work to do to follow up on this insight with different directories in different industries. We’ll discuss these findings in more detail during the LinkedIn live stream and walk through all three case studies to reveal what this means for SEO stakeholders, businesses that use directories, and directory websites.

How important is this discovery?

Well, for the first directory alone, LSG found 8851 opportunities where the information found on the Google Knowledge panel didn’t match the information in the directory and impacted rankings.

The findings could be very impactful on the ability of different directories & businesses to seize new opportunities to rank better. What’s more, is that the data so far suggests that few of the directories & businesses examined are noticing or prioritizing listing name consistency. This is costing them visibility across thousands of locations.

Live event registration information

LIVE Event Registration: Join us for the fun on Friday, May 20, 2022, from 10:00 AM-10:30 AM PST. And, don’t forget to submit any questions you may have for the AMA here.

The post Live Event – SEO Office Hours: Name Consistency Theory Findings appeared first on Local SEO Guide.

Vimeo adds structured data to all public videos to improve Google Search visibility

Posted by on May 16, 2022 in SEO Articles | Comments Off on Vimeo adds structured data to all public videos to improve Google Search visibility

Vimeo, a popular video hosting platform (obviously not as popular as YouTube), has added structured data to all of its publicly available videos on its platform. Vimeo said the SEO changes they made to the videos will give “your videos the best opportunity to appear for relevant searches.”

Google worked with Vimeo? Vimeo wrote that they worked with Google as an “early adopter of Google Search’s best practices for video players” to provide Google with “additional context about your videos.” This will help Vimeo surface those videos in Google search and take advantage of the video rich results, like displaying key moments for videos in Google Search by adding chapters and timestamps to video structured data.

Google’s video best practices. The video best practices are not exclusive to Vimeo or “early adopters.” These best practices are published by Google over here for anyone who hosts videos to read and adopt on their web sites or platforms.

The video best practices cover:

Help Google find your videosEnsure your videos can be indexedAllow Google to fetch your video content filesEnable specific video featuresRemove, restrict, or update your videos as needed

Steps to take in Vimeo. Vimeo said there is really nothing specific you need to do to take advantage of these SEO changes, outside of making your videos public. Vimeo wrote “all you need to do is make sure your videos are listed as public.” “Our technology will handle the rest,” the video platform said. That means the video platform will ensure the videos are (1) indexable, (2) that your metadata is optimized, (3) and your chapters are visible to Google Search for key moments.

Vimeo’s SEO advice. Despite Vimeo handling this by default for you, Vimeo posted some tips for you when you are uploading your videos, naming them and adding descriptions and other data. That advice includes:

Add chapters to your videos: Google doesn’t only review the title, but also the titles used for each chapter – which means adding chapters can help users discover the part of your video that is most relevant to their search. Choose your titles wisely: The title is displayed alongside your video thumbnail in search results. While it’s great to have a unique and catchy name for your video, it’s also important to keep your title descriptive using keywords most relevant to your audience’s searches.Research the best keywords: If you want new people to discover your video, it makes sense to describe it in the terms that people are searching for.

Note, that chapters are only available on the Pro plan or above or Vimeo.

Why we care. If you are using Vimeo for hosting, distributing and marketing you videos – you can now rest assured that Vimeo is taking SEO and Google search rich results seriously. If you have not used Vimeo and been using YouTube, you may want to try Vimeo out now that they have implemented video SEO tips from Google.

Of course, keep an eye on your video analytics to see if these changes impact any of your past videos. It is possible that Vimeo videos might gain more visibility and thus have a positive impact on Vimeo hosted videos and potentially a negative impact on other video platforms going forward. Either way, we know YouTube and most SEOs implement video SEO best practices and now you can lump in Vimeo to that list.

The post Vimeo adds structured data to all public videos to improve Google Search visibility appeared first on Search Engine Land.

Google Search Console page experience report now tracks more desktop search features

Posted by on May 16, 2022 in SEO Articles | Comments Off on Google Search Console page experience report now tracks more desktop search features

Google has updated some of the reporting within Google Search Console to track additional desktop features for the page experience report, the company noted. That means you may see an increase in desktop impressions in the page experience report and the performance reports when filtered by “good page experience.”

The announcement. The original announcement was posted yesterday and it was super confusing, but this morning, Google has clarified the announcement to read:

“Search Console now logs impressions in the Page Experience report for additional desktop features, such as Top Stories. As a result, you may see an increase in your desktop impressions in the Page Experience report, as well as in the Search and News performance reports when filtering by the “Good Page Experience” search appearance.”

What changed. Google did not track some desktop features in the page experience report. Now that Google is tracking and logging those impressions for additional desktop features for the page experience report, you may see an increase in impressions starting on and after May 13th. This also can impact the Google Search Console Search and News performance reports when you specifically filter those reports using the “Good Page Experience” search appearance.

What to look out for. If you see a spike or increase in impressions starting on May 13th, you can drill in and filter by “Good Page Experience” search appearance in the Search and News performance reports to see if this is likely from the new logging of additional desktop features.

Google has always logged those impressions in the other reports, but not specifically for when it comes to desktop page experience.

Why we care. This is a reporting change that you should be aware of in Google Search Console. Make sure to annotate your reports and take note of this change and if you notice significant changes in your reporting on or shortly after May 13th, it may be attributed to this change.

The post Google Search Console page experience report now tracks more desktop search features appeared first on Search Engine Land.

How to manage and edit your Google Business Profile from Google search

Posted by on May 16, 2022 in SEO Articles | Comments Off on How to manage and edit your Google Business Profile from Google search

How to manage and edit your Google Business Profile from Google search

Claiming and optimizing your Google Business Profile is one of the best things you can do to help your company rank higher in Google search results.

Several changes have been made to Google’s local listing program in the past year, including the enhanced functionality of managing your Google Business Profile directly from Google search.

People have been able to manage a Business Profile from Google search since 2017. But the features and functionality of managing and editing your Business Profile in search have blown up in the recent months.

Yet, many business owners are unaware this management feature is even an option. Or they’re confused about how to navigate this new way to manage their profile.

This is a problem. Especially because Google wants merchants to adopt Google search as the go-to way to manage most Google Business Profiles.

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Because the majority of businesses with Google Business Profiles have only one location, Google recommends they manage their location directly from Google search versus the Business Profile Manager.

If you’ve been in your Business Profile Manager lately, you’ve probably noticed the blue prompt encouraging you to try managing your Business Profile directly from search.

If you have more than 100 businesses in a single account, you will not be able to manage those Google Business Profiles through search. You’ll need to manage them the old-fashioned way – through the Business Profile Manager.

Once your Business Profile has been verified, you can manage your profile directly from Google search – but it could take up to 14 days before you get that option. (We are hoping that Google remedies this issue so that single-location businesses can start managing their profile immediately from Google search after verification.) However, as of right now, you can use the Business Profile Manager to manage your profile until you’re able to manage in Google search.

How to start managing your Google Business Profile in search

I love the ease of use of managing my business profiles in the Business Profile Manager.

But Google is making a push to get single-location merchants to use Google search to manage profiles instead of the Profile Manager. This is where confusion and more help and instructions are needed.

To get started, make sure you’re signed into the Google Account you use to manage your Business Profile.

Next, go to Google and search for your exact business name (you may need to add your city), or you can also search for “my business.”

If you do have more than one profile and you need to manage a specific Business Profile, click View Profile.

You should see your company’s Knowledge Panel on the right side and the Business Profile management section on the left.

In the management section in search, you will see two main items: the Menu and Chips.

The menu allows you to perform the main functionality of managing your Google Business Profile. This is where you can make most of the edits to your profile, add updates, include products and services, etc.

You will also find any updates and changes Google might make to your profile based on information it finds online – or from user suggested edits.

Here are brief descriptions of each section of the menu:

Edit profile

What you can do:

Edit business information – hours, contact information, website URL and other details.Add and delete products and services.Upload photos and videos.

Promote

This is where you can check your Google Business Profile insights, add photos, get a shortened URL to ask customers for reviews, create posts and more.

Customers

You can see and respond to reviews, see info about inbound calls, view and reply to messages/chat and answer questions people ask in Q&A.

Chips

You will also see various “chips” in the Business Profile management section. Chips let you do a variety of other things to help improve and optimize your profile.

Your chips might look different than another merchant’s chips. Look at the various chips available to you and see what they allow you to do.

For instance, if you click on the “Add exterior photo” chip, you’ll be able to easily upload a photo of the exterior of your storefront or office building.

Use these chips to maximize and optimize your Google Business Profile.

What if Google changes your Google Business Profile information?

Google gathers information from a variety of sources:

Third-party sources they have contracted with.User-suggested edits.AI.Other online resources (e.g., government databases, online directories/citation sites, the business’s website, information it receives from people who answer “know this place” questions).

Google often cross-checks the information on your Business Profile and compares it to what they find online. If they find discrepancies, they may decide that your information is incorrect and will change the information on your Google Business Profile.

If Google changes information in your Business Profile, you’ll receive an email alerting you that information has been changed.

You’ll then need to go to Google search and look at the various areas in the menu section of your profile and look for a blue highlighted area. There you will see what changes Google made to your profile.

If the changed information is correct, you can simply click the Accept link.

Did Google mess up? If the changes are wrong, click on the section you want to edit (or correct), and you’ll see the pencil icon. You can then edit the information. Remember to click the Save button.

It’s important that you frequently check your Business Profile to make sure no incorrect changes were made to your Business Profile.

Managing your profile from search is the way to go

Yes, there is a bit of a learning curve. But once you get used to this new interface, you will likely enjoy the ease of use and functionality. And I expect that Google will only be adding more features in the coming months.

The post How to manage and edit your Google Business Profile from Google search appeared first on Search Engine Land.

What’s your SEO learning style?

Posted by on May 16, 2022 in SEO Articles | Comments Off on What’s your SEO learning style?

What’s your SEO learning style?

SEO is a complex topic. Not only are SEO fundamentals complex, but we live in a world where search engines are constantly evolving. That is why in order to get a proper SEO education, you need layers of training throughout the year.

Some educational theories say that every person has a preferred learning style. For example, the VARK model highlights four common types of learning styles:

Visual: You prefer graphic elements over words.

Auditory: You prefer lectures and discussions.

Read/write: You prefer written information.

Kinesthetic: You learn through doing.

People aren’t limited to just one learning style, however. Other factors can influence how you like to consume content. One of them is your current circumstances, as this article points out:

”You’re a sales rep and you are driving to a meeting with a client. This morning, you saw that some features of a top-selling product were just updated. Would you rather listen to a brief podcast that reviews the changes; read a sales brochure; or watch an animated video that allows you to answer questions and match features to products? If you’re in your car and just need a quick update, the podcast is the most appropriate choice. Does that make you an auditory learner?”

Given the massive amounts of content created and consumed every minute, what’s the best way to get and retain an SEO education?

Information stands no chance of becoming knowledge unless it sticks.

So which format is best for your SEO learning?

If you are on a quest to up your SEO game, you need access to learning tools that suit your preferred learning style and circumstances. Here are five SEO learning formats, their pros and cons, and recommendations:

Online trainingClassroom trainingBooksSupplemental learningMembership websites

1. Online training

There are a variety of online training formats. E-learning options for SEO run the gamut from videos and webinars to full online courses with supplemental materials.

Pros: Most legitimate online training courses are self-paced so you can learn in your own time. Online courses typically cost less than in-person training or consulting, and many offer payment options.

Cons: Completion rates for online courses rarely rise above 15 percent. Video training doesn’t come with the same accountability or engagement that an in-person class does. Also, video training can fail if you don’t have access to the experts to ask questions and clarify the material.

Recommendations: Enroll in online training courses throughout the year that have an interactive component for best results (more on that later). Find the courses that will help you solve the specific issues you are facing. Visual learners will enjoy this format most, but so will busy professionals.

2. Classroom 

In-person SEO training is less likely to happen since the pandemic. If and when it’s available, it typically mimics a classroom environment — lectures, discussions and even hands-on practice. This type of training happens either at the trainer’s location, on-site at a company or at conference workshops.

Pros: Classroom SEO training can offer university-level content in a setting that allows for clarification of the materials through live discussion. As a real-time format, the curriculum can be tweaked to discuss current trends in SEO. Oftentimes, you get customized advice that is specific to your biggest SEO problems right on the spot. Plus, classroom training is the best way to sync SEO knowledge across teams if multiple members attend together.

Cons: Research shows that passively listening to lectures is not a good way to learn. To succeed with face-to-face learning, you need to be an active listener, ask questions and participate in the work. The cost of travel and missing work is also a concern for some, but many find it to be worth the investment in the long run.

Recommendations: Classroom training appeals most to auditory and kinesthetic learners. But anyone can greatly benefit from in-person SEO training to get a comprehensive understanding of the subject. I taught in-person SEO training classes for many years (pre-pandemic), and many attendees would return once per year to get a core refresh.

3. Books

With the availability of digital content today, you might expect that print books are becoming less desirable. Not so. In fact, data coming from Pew Research Center shows that print books still prevail over audiobooks and e-books.

Side note: This is why I’ve continued to update our “Search Engine Optimization All in One for Dummies” book with Wiley (now in its fourth edition). It’s a big effort at almost 800 pages, but worth it for those who learn best on paper.

Pros: Books can offer thorough, cover-to-cover insights into a topic like SEO. Also, research shows that people can comprehend information better in print versus on-screen. A good book is something you can keep on your shelf and refer to again and again.

Cons: Some books (like mine) are not something you’d likely take on a subway ride for a casual read. However, reading them at home or at work can be an issue, too. The average American only reads 16 minutes per day. Also, buying books and never reading them is a real problem. Finally, print books are not as easily updated as digital content, so they can get out of date quickly. 

Recommendations: Print books still appeal to people in the read/write category of learning. If you are dedicated to reading, you can get a lot out of a book on SEO.

4. Supplemental learning

Two popular forms of marketing content today can help enhance your SEO learning: e-books and white papers.

E-books

The e-book I’m referring to here is the type that brands use in their marketing funnels, not an e-book you purchase on Amazon, for example. These are designed to give a general overview of a topic in a short amount of time. E-books are often lighter in text and heavier on visuals and white space. 

Pros: E-books are good as an introduction to a topic. Their portable format allows for learning on any device, on the go, without the bulk of a traditional book. Interactive elements, such as links to more resources like articles and videos, allow you to explore more about the topic at your leisure.

Cons: Just like print books, e-books fall prey to being acquired but never read. Also keep in mind that most e-books are a marketing tool, so the information within them could be biased in some way.

Recommendations: E-books largely appeal to the read/write learning style or to someone who is on the go. Read an e-book on SEO to get a high-level overview of a topic, or use it as light reading when you’re standing in line.

White papers / technical content

White papers offer a well-researched, in-depth analysis of a topic delivered in a digital format. This type of content is often used to build a business case and can help a reader make a decision about a solution (whether it’s a service, product or viewpoint).

Pros: The in-depth format of a white paper allows you to get a deeper understanding of a topic or problem you may be facing. Oftentimes, these take a deep dive into one aspect of SEO; for example, you might have a white paper just on schema and its effect on search rankings.

Cons: Often used as a marketing tool, white papers persuasively present info in a way that leads the reader to the publisher’s solution or viewpoint. This is not a con unless the reader doesn’t do their own due diligence. And because white papers are text-heavy documents, they may not appeal to everyone.

Recommendations: White papers are most suited to those in the read/write category of learning. Read a white paper on SEO to get a deep dive into a particular issue — but make the time to do it.

5. Membership site

An SEO training membership site can give you the best of both worlds: a virtual format with lots of types of content for all learning styles and interactive components that can mimic the live classroom experience.

As businesses all over the world adapt to a changing environment, virtual learning is also evolving. Simply pressing play on a video is no longer what people want.

People need updated information and the ability to interact and collaborate with others, especially as so many feel isolated working and learning from home.

We’ve addressed this need with our new SEOtraining.com membership website. We’ve taken our world-famous, in-person SEO classroom curriculum and reimagined it virtually.

Our membership website offers something for every type of learner:

Online SEO training course (over 15 hours of updated video lessons)Live Q&A sessionsDiscussion forums and supportDownloadable presentationsFAQs“Ask us Anything” videosE-books and guidesMini-coursesSEO tools

You can learn more by reading It’s Time to Rethink Your SEO Training or visiting SEOtraining.com.

In an age of information overload with a heavy emphasis on digital content, it’s important to think about how you like to learn. For most people, a mix of interactive, online learning and print materials fits best with their preferences, lifestyle and SEO goals.

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Content marketing strategy for small businesses: top 11 tips

Posted by on May 16, 2022 in SEO Articles | Comments Off on Content marketing strategy for small businesses: top 11 tips

Content marketing strategy for small businesses: top 11 tips

Content marketing is creating and distributing relevant and valuable content to attract, acquire and engage a clearly defined audience – to drive profitable customer action. The more content you create, the better your chances are for success.

60% of marketers report that content marketing generates demand/leads.81% of marketers view content as a core business strategy.

Here are 11 tips to create a smart content marketing strategy for small businesses.

1. Mission: Define your company’s mission to create a clear goal for your content. 

The mission defines the goal or purpose behind every piece of content, and not all content will yield the same results. 

Some goals may overlap, but it still needs to be inherently defined.

Generate qualified leadsBuild brand awarenessIncrease retentionIncrease customer engagementTurn leads into devoted customersBuild thought leadership

For example, if you are a local restaurant, your “why” might be to share great recipes or cooking tips.

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2. Audience: Know whom you’re talking to so you know what they want to hear from you. Not only defining your mission’s content is important, but also who the content will be targeting. 

You may have more than one audience you want to speak to, but these personas should know exactly who it is you want to attract and where they are:

Semrush (paid): Has a great content marketing platform that lets you research topics based on keyword phrases. You can even enter a domain that will assist you in finding topic ideas. Quora (free): Will also give you great ideas about what questions people are asking. It will give your insight into what people are asking and what people are responding to regarding the questions.Content Crowd (paid): This isn’t a tool but a service. If you do have some budget to invest in but do not have the time, then Crowd Content will give you access to thousands of freelance writers. This type of professional service can help you better scale your content needs.

3. Objectives: Create objectives for each of your goals so you know what success looks like. For example, if an objective is to build authority, then:

Reach out to others in your industry and have them be interviewed, share that content on your site and promote it. Share educational content, how-tos tips, and more. Let’s say you’re an interior designer. Share insights on how to decorate with small spaces, trending colors, and any DIY hacks that are cost-effective and impact a space.

4. Goals: Make sure your goals are measurable and realistic. How will you measure results and your performance?

Make sure you also have tools in place and ensure they are installed properly so you can measure effectively. Some content marketing measurements can be:

Revenue: How many sales, subscriptions, or paid downloads (if applicable) has your site acquired month-over-month (MoM).Leads: Form submissions, newsletter subscriptions, conversion rate, opt-ins.Brand awareness: Site visitors, video views, engagement within your social media accounts.Loyalty: Returning customers, bounce rate, subscriptions minus unsubscribes to anything subscription-based.Engagement: Social media growth over time, reactions, comments, shares, views, retweets.

5. Resources: Figure out how much time, money, or staff you have available for content creation and promotion. Start with your budget, goals, and objectives with your content strategy.

Need additional resources? Sites like Upwork and FreeUp are a couple that could help with any needs regarding the content or virtual assistants.

6. Content calendar: A content calendar is the main tool to keep you on time and task. It doesn’t have to be done in any project management tool if that’s not accessible.

All you need is a simple spreadsheet. Form fields to include are:

TopicDatePlatform (paid social, blogs, videos, listicles, whitepapers, social media posts, etc.)Focused keywordsInspiration (preliminary research you’ve done) 

Start with the idea of what format would be suitable for the topic and decide what platform would have the most impact on this topic(s).

7. Optimize content. Keyword research is key. Start by finding keywords with high volume and low competition. 

Researching what other people type when doing research will make your content easier to find, but it will appeal to the audience. Google’s autocomplete is a quick and easy way to find ideas on what people are searching for.

Additionally, the content must be visually appealing, so put effort into the images associated with your content. Make sure your CTA (calls to action) are in the right area.

8. Repurpose content. Look into your data (Google Analytics, YouTube, social posts that got great engagement) and see if you can recycle that content into fresh blogs, social media posts, infographics or videos. This tactic can save you a lot of time, as the initial legwork has been done. 

9. Update evergreen content and pages. Make a note every quarter to go through old content and see what evergreen content needs to be updated. Every industry is different, but many industries’ rules, regulations and/or stipulations will change. Your content must be updated, so you don’t appear outdated or not abreast of what industry information is coming out.

10. Ongoing content promotion. Similar to repurposing content, evergreen or popular content should be promoted not just once or twice, but as long as possible. Make sure to spread it out. You’ve invested time, effort, and budget into the content. Make sure you get the most out of it.

11. Analyze. Once you know what you’re tracking (see step four) you can easily see what worked and what didn’t. Look into ways you can replicate it. Maybe it’s short-form content, maybe it’s the topic. If you’re constantly looking into analytics, it will uncover new opportunities that can help with your goals.

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Digital Media Courses For Beginners (Reviews)

Posted by on May 14, 2022 in SEO Articles | Comments Off on Digital Media Courses For Beginners (Reviews)

Digital media has taken the world by storm, influencing how we consume news, entertainment, and information on a daily basis. Through digital media courses, would-be marketing professionals and design leaders can learn how to connect with their audience on a variety of platforms and channels. A digital media training class can cover everything from social […]

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