SEO Articles

10 Free Purple Subscribe Buttons for YouTube

Download All Purple Subscribe Buttons *Includes .ai, transparent .png, and .svg versions of each button We also have sets of yellow, white, red, pink, green, blue, and black YouTube subscribe buttons.

The post 10 Free Purple Subscribe Buttons for YouTube first appeared on Gotch SEO.

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Google expands its core web vitals and page experience update FAQs

Google updated its FAQs around the Core Web Vitals and the page experience update. This page is accessible in the Google support forums and was initially posted in December 2020 but was updated today with a lot more details.

What is new. Quite a bit has been updated compared to the original version. You can compare the old to the new by scanning both documents. Malte Ubl, Technically a Software Engineer at Google, said on Twitter, “We published an FAQ on Google’s page experience ranking answering questions like: Where does the Core Web Vitals data come from? How is a score calculated for a URL that was recently published & hasn’t yet generated 28 days of data? …and many more.”

“In December last year, we published a set of Core Web Vitals & Page Experience FAQs based on the questions you wanted us to answer. We received a lot of positive feedback, and many wrote to us saying they found the answers helpful. We are back with more answers to the questions we received meanwhile.  We’ve organized the questions in this post into three sections: Metrics & Tooling, Page Experience & Search, and AMP.  We hope you find these useful,” said Google.

What stands out. The one big item that stands out to me is the one on how Google will still rank the most relevant content despite how poorly it might do with its core web vitals scores. “Our systems will continue to prioritize pages with the best information overall, even if some aspects of page experience are subpar. A good page experience doesn’t override having great, relevant content,” Google wrote.

Google also said that those pages are still “eligible for Top Stories carousel if my webpage is not clearing Core Web Vitals.”

Why we care. With the Google Page Experience Update coming in May, we are all getting ready to ensure our sites fair green with this update. We are not sure how big of a ranking factor this will be, but even if this is a small ranking factor, making these user experience changes to your site can help make for happier users and potentially increase site conversion rates and performance.

The FAQs: Here are some of the top FAQs we think search marketers should focus on today:

Q: Where does the Core Web Vitals data that Search considers come from?

A: The data comes from the Chrome User Experience Report, which is based on actual user visits and interactions with web pages. To be clear, the data is not computed based on lab simulations of loading pages or based on the visits of a non-human visitor like Googlebot.

Q: A 3rd Party service I utilize (such as client-side A/B Testing, Social Embed, Personalization Engines, Comment Systems etc.) is slowing down my site.

A: Sites may choose to utilize a variety of third-party code and services. Core Web Vitals metrics don’t make a distinction in these choices but only look at the total observed experience of the page as seen by the end-user. Like all other features on a page, it may help to regularly assess the impact of third-party components of the experience on the Core Web Vitals. There may be an improved form of integration or configuration that improves the user experience and will be reflected with improved Core Web Vitals metrics. Check out these resources from web.dev on how to optimize third-party JavaScript on your pages.

Q: Why does Google’s guidance use the same thresholds for CWV for all types of pages? For example, a home page for a newspaper is not the same as an article and not the same as a comments page.

A: Core Web Vitals are meant to be foundational metrics that apply to all types of pages. To determine the threshold ranges, we analyzed a wide variety of pages and drew upon research that focused on core user experience requirements agnostic of the page type.

Q: What is the page experience update and how important is it compared to other ranking signals?

A: The page experience update introduces a new signal that our search algorithms will use alongside hundreds of other signals to determine the best content to show in response to a query. Our systems will continue to prioritize pages with the best information overall, even if some aspects of page experience are subpar. A good page experience doesn’t override having great, relevant content. 

This is similar to changes we’ve had in the past, such as our mobile-friendly update or our speed update. As with those signals, page experience will be more important in “tie-breaker” types of situations. If there are multiple pages of similar quality and content, those with better page experience might perform better than those without.

In short, publishers shouldn’t worry that when we begin using page experience, that they may suffer some immediate significant drop, if they’re still working on making improvements. But publishers should be focused on making those improvements a relative priority over time. This is because as more and more sites continue to improve their page experience, it will be the norm that publishers will want to match.

Q: Are Core Web Vitals a ranking factor when using Google Search on non-Chrome browsers?

A: Yes. Page experience ranking signals, based on Core Web Vitals, are applied globally on all browsers on mobile devices.

The post Google expands its core web vitals and page experience update FAQs appeared first on Search Engine Land.

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6 Ways to Bring Empathy Into Your Marketing Strategy (in 2021 and Beyond)

6 Ways to Bring Empathy Into Your Marketing Strategy (in 2021 and Beyond)

Posted by Nadya_Khoja

The events of 2020 have shown us just how important empathetic marketing is for businesses both large and small. The world has changed and businesses need to adapt to the new needs of their customers if they want to grow. The best way to do that is through empathy.

What is empathetic marketing?

Empathy is the ability to see events and situations from another’s perspective — to put yourself in their shoes. For brands, empathetic marketing is about seeing the world through the user’s point of view. It helps you place the customer at the center of your marketing strategy and work outwards.

But it’s important to remember that being empathetic also means being genuine — you can’t create emotional marketing campaigns for the sole purpose of manipulating customers.

Empathy is believable when it creates authentic connections between brands and users. You have to build trust and organic relationships throughout the customer journey.

Source: Venngage

Yes, increasing conversion rates is the ultimate goal of every marketing campaign, but brands need to change their mindset about how to achieve those conversions.

If your marketing strategy is focused on the hard-sell approach, it’s time to rethink your campaigns for 2021.

Why is empathy important in marketing?

We’ve outlined how empathy works in marketing, but there are numerous reasons why it’s important, especially in 2021 and beyond.

Emotion and connection are more necessary now than ever before. The way we live and work has changed in ways we couldn’t have imagined. “Business as usual” is a thing of the past, because a lot of emotion is being generated about the future — and these emotions impact how consumers react to marketing campaigns.

The range of human emotion is massive, from positive emotions like joy, interest, and amazement, to the more negative, such as fear, anger, or sadness (anger, especially, can be a powerful motivator for sharing content). Campaigns need to be geared towards evoking and connecting with these real emotions.

While brands still want to sell products and services and bring in revenue, the way they move users through the funnel has to change. And this approach needs to be from the ground up.

Adapt your content marketing, re-examine the customer journey, and educate your employees about the benefits of evoking emotion across marketing channels.

How to use empathy in marketing (+examples)

Brand marketing has been on one trajectory for a long time: sell products and amplify your brand image by emphasizing the characteristics of your company.

This mindset is ingrained in us, which makes it difficult to understand how to use empathy in marketing. But the world of marketing has had to adapt before, and we can do it again. Here are the best ways to switch to an empathetic marketing mindset.

1. Understand your audience’s pain points

We’ve mentioned the importance of walking in your audience’s shoes to get a feel for what they need right now. This is the time to update your buyer personas to reflect the new realities your customers are experiencing.

Source: Venngage

How can you do this? By understanding that customer empathy works in two ways:

What are the customer pain points in the real world?What are the customer pain points regarding your business?

The real world, at the moment, is still reeling from the pandemic. That means your audience is missing out on traveling and meeting people, and is dealing with loneliness and uncertainty.

If your brand can step in to help with these feelings — such as offering virtual classes or providing entertainment — you’ll be able to make a powerful connection with your audience.

JetBlue has done a good job of understanding customers’ current pain points — how to travel safely in the pandemic in an emergency — and created videos addressing those issues:

When it comes to customers’ pain points with regards to your brand, you need to do a bit more digging.

Analyze your traffic and conversions each week and note the biggest movers, up and down. This is a great way to find out what aspects of your brand are attracting customers.

Use social listening to understand the sentiment around your brand. But don’t engage in every conversation, even if you’re feeling defensive. If customers aren’t happy with your brand, you should be learning why that is and how you can fix it.

Of course, nothing beats talking to your customers directly. Schedule a call or send out a short survey and ask them a few questions:

Are they happy with your brand?What product/service has benefited them the most?What would they like to see improved?

Don’t make any promises, but use this as a learning exercise to improve your customer interactions.

Once you’ve collated this information, you can design a customer traffic report that will help you adapt the direction of your marketing.

Source: Venngage

Another important component that brands need to keep in mind: avoiding confusion.

This goes hand-in-hand with marketing strategies, but clarity often goes out the door when you’re trying out a new mindset. If you’re selling a complex service that will eventually help customers, you don’t want to lose them in jargon or multi-step process.

Share comprehensive guides that they can follow during the user onboarding process. Make it as visual as possible by sharing screenshots, video walkthroughs, or use a timeline template.

Onboarding guides are a good way to show customers that you care about them and are willing to take them through every step of the process. This will help to build trust and strengthen connections between customers and brands.

2. Adapt to audience needs

Now that you know what your audience needs from the world and from your brand, you need to adapt your business model.

eBay’s Up & Running program is a good example of this adaptation:

With so many small businesses struggling during the pandemic, eBay scaled back fees, made some services free, and offered more support to sellers.

There are lessons here that brands can take into their own campaigns. You may not be able to offer discounts, but how about opening up your premium tier to all audiences?

Take smaller steps, like adapting how front-facing employees handle customers. Design job aids, like this example, to remind teams how to display empathetic behavior towards customers.

Source: Venngage

It’s also worth looking into your current customer service process to ensure your wording and tone are more empathetic.

3. Capture everyday life

A key component of using empathy in marketing is capturing the wonders of everyday life. Major life moments are on hold for the foreseeable future, so why aren’t more businesses incorporating the little moments into their content strategies?

Brands can showcase their empathy by creating content around simple scenarios: the joy of a video call with a loved one, baking a great pie, or replicating an outdoor experience inside. For example, people aren’t going to movie theaters right now, so a video about recreating the theater experience at home would successfully tap into customer empathy.

That’s exactly what Verizon did with their short video on responsive lighting:

The video is instructional and fun, and it features a real person from the company who loves the movie theater experience enough to want to recreate it at home. Human connection, right there.

Brands sometimes believe that content marketing means high-definition video quality and expansive stories. But you have to take the world as it currently is into account. Consumers aren’t living high-end lives, so the brand message needs to reflect that. Customers are home, and will be working remotely for a while longer. Choose the home as a setting when sharing your brand story to create that real-world connection.

4. Take a visually engaging, educational approach

Your content needs to be valuable to customers if it’s going to enhance their brand experience, so an educational approach might be necessary.

Audit your existing content to find pieces that are relevant to your audience. You can also update older pieces that may have outdated information, but can evoke the right emotions.

Over the past year, we’ve seen a lot of data-focused content being shared. Marketers can design content around key data to educate audiences. In fact, according to Venngage’s study into data marketing, most marketers are comfortable with data design.

This is the time to tap into data visualization skills and create data-related content to educate audiences. Customers want content that isn’t just attractive, but that also increases their understanding of the world around them.

Another way to educate audiences is to find the sweet spot between your business’ expertise and what your customers are interested in learning. That’s what Lush is doing with their “How It’s Made” YouTube series. It takes an educational and empathetic approach to showcasing their products:

This series works because customers want to know what’s going into the products they use. Lush has their experts explain the ingredients, and the overlap makes for great content.

When sharing educational content, create visuals that help tell your story. As a design solution, we’ve seen that visual storytelling can increase connections and conversions.

5. Add interactivity

Interactive marketing has been taking off over the past few years, since rapidly advancing technology (especially within social media) has made it more attainable for brands.

In the current global climate, adding interactivity in marketing content can be a great way to generate empathy in business models. As we have mentioned, consumers have had to give up on going out, meeting people, and traveling the world. If your brand can offer them solutions to these problems, then showcasing those solutions in your marketing should be a top priority.

And if you can make it interactive, like this BBC Scotland video, so much the better: 

The video works because of how simple the interactivity is. Users just need to use their touchpad to click through for more information and to change the direction of the video. Since people can’t travel right now and take in these sights in person, it has a great chance of engaging consumers.

According to recent video marketing research, YouTube not only draws in billions of monthly users, but it’s also the top purchase-driver among social media channels. So, if you have the resources to create interactive YouTube videos, you can showcase more brand empathy in your marketing efforts.

6. Utilize user-generated content

User-generated content has been a mainstay of social media marketing for a while now. But it’s also a strong tool for building brand connections with consumers.

What makes UGC stand out from other marketing strategies is how it bridges the gap between brands and customers. Users create content, either for their channels or for a brand contest, and that content is amplified on a company’s social media platform, website, or newsletters.

There are numerous benefits to UGC, the primary one being that your brand doesn’t need to create this content (though you will need to sort through entries to choose brand-appropriate content). Additionally, by showcasing users’ content, you can tap into their networks. People will feel happy about appearing on your brand’s platform and share the post or page with their circles.

Marketers should spend some time looking at the kind of content users are generating, as this will help them create a contest strategy that will appeal to their demographic, like Petco did.

Petco collected content from their customers about the little moments they share with their pets to create this video collage:

And there’s another benefit of UGC that is exemplified by Petco’s video: this kind of content acts as testimonials for the company. UGC shows that customers believe in a brand enough to send them their content. This proves to prospective customers that this brand is worth engaging with and purchasing from.

Conclusion: Use empathetic marketing to connect with customers in 2021 and beyond

The global situation has made empathetic marketing a top priority for businesses. It isn’t enough to talk about your product or the benefits of buying from your brand anymore. Brands now need to connect with customers on a deeper, more empathetic level. Show your audience that you understand their needs and are ready to adapt to them.

Including empathy in marketing campaigns is more of a mindset than a technique. And to instill that way of thinking in marketing teams, you need to follow these steps:

Understand your audience’s current pain pointsAdapt to their needsTake an educational approach in your marketingCapture everyday life in campaignsAdd interactive elementsUtilize user-generated content

Each step is vital because the changes we’re seeing now will have long-lasting effects. Taking an empathetic approach can take a bit of time to get used to, but it isn’t impossible.

Have other tips for incorporating empathy in marketing? Let me know in the comments.

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10 Free Red Subscribe Buttons for YouTube

Download All Red Subscribe Buttons *Includes .ai, transparent .png, and .svg versions of each button We also have sets of yellow, white, purple, pink, green, blue, and black YouTube subscribe buttons.

The post 10 Free Red Subscribe Buttons for YouTube first appeared on Gotch SEO.

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How To Backup A WordPress Site The Right Way

How To Backup A WordPress Site The Right Way

We have a saying here at WP Fix It when it comes to backing up your site. The saying goes “BACKUP BEFORE YOU CRACKUP“. We coined this saying because we have seen so too often people that own or manage a WordPress site be in a situation where a backup file is needed but does not exist. This is a really ugly place to be and we never like to see anyone there.

There are 3 major reasons why backing up your WordPress website is so important and a Must Do Task

SAVES YOU MONEY
According to Fortune Magazine, data loss costs companies 1.7 trillion per year.
SAVES YOU TIME
Rebuilding lost data or design can take a massive amount of time depending on the quantity needed to recover.
SHOWS HOW SMART YOU ARE
This is an ABSOLUTE FACT!  If you are in a room of 10 website owners and you are the only one with a backup and restore strategy for your site, you are automatically the smartest one in the room.  Are you reading this because you do not currently have a backup and restore strategy for your site?  We are so glad you are here and we guarantee by the end of this you will be more intelligent than you were before you read this.

We live in a High Tech Low Touch world

What we mean by this is that the things that support our daily tasks require technology. And this technology is a collection of data specific to each person. If this data is lost or corrupted it can really wreak havoc in our daily lives.

Some of those things that store our data and would cripple us if lost are:

Email
Social Media
Phone Contacts
Text Messages
Calendars
Mobile Apps
Work Systems
School Assignments

Now with all this technology full of our specific data that we need to survive, imagine some of worst things that can happen.

We lose our phone
Our computer crashes
Our website gets hacked and modifies content or design
Or our website gets deleted or corrupted by a server error

The goal here is to make sure we are prepared for the worst. This will make certain to limit our fears and worries. Having a backup and restore strategy in these situations is critical to living a digital life of no worries.

The defined approach to creating a successful backup strategy for your WordPress site can be accomplished with 3 main actions

 

 

So who is responsible for backing up your site? Unless you are paying someone else to backup your site, YOU ARE RESPONSIBLE. Yep as if you need another responsibility right? Do not worry as the strategy that we will soon lay out will be a process that is automated and not managed.

THINGS THAT REQUIRE BACKUP/RESTORE

Hosting requirements – The foundation of your entire site.
Outdated WP version – Security issues and script upgrades
Plugin conflicts – About 80% of WP issues
Theme conflicts – Script conflicts or outdated files
Plugin / Theme updates – SO IMPORTANT
Malicious files on server – Malware and Infected files that run scripts to infect other files
Local computer settings – Browser and Internet settings
User errors – My favorite

Jarrett Gucci – Owner of WP Fix It

Here is a short story about something that happened to me in my life and relates to the topic of backing up your website.

When I was 17 I left school to start my own carpet installation business. I was doing pretty well and so I moved into my own apartment. Now when I say I was doing well, it meant I had enough money each month to rent a studio apartment in the North Side of Buffalo New York. This was not the worst neighborhood in the city but certainly was not the suburbs. I owned a work van which I used to haul job supplies and my tools. Each night when I would come home, I would bring all my tools inside and place them in the section of the basement that was assigned to me. Does anyone know what a basement is… During my living there, I joined a networking group to generate referrals and grow my business. There was a gentleman that I would see each week at the networking meeting who sold insurance. On one particular week, he was speaking about renters insurance and how affordable it was to have peace of mind with your belongings. I signed up and literally the day after my policy went into effect, the building I was in was broken into and the basement was emptied out. All of my work tools were gone. Because I had renters insurance I was provided money to rent tools and in less than 30 days had a check fully reimbursing the cost of the tools that were stolen.

Having a backup strategy for your WordPress website is very similar to having any type insurance. Insurance is a means of protection from financial loss. If you have a situation with your website that requires a backup file that does not exist you are not is a good place. I can not tell you how many times I have seen this.

 

Now before we dive into the meat of this article and share with you a proven backup/restore strategy our team has used for many years with no issues, it is important that we make it clear that we have no intention of communicating this way is the only way. You have been kind enough to give us your attention reading this post in hopes of learning something. And with that we take on the responsibility of sharing our experience with you. We are about to show you a plugin that can make your backup and restore strategy easy as apple pie.

The plugin that we recommend to all WordPress users to create a successful Backup and Restore strategy for their site is UPDRAFTPLUS!!!

Now there are many amazing backup and restore plugins available out there but as we are suggesting you use UpdraftPlus, awe must let know that there are actually 3 thing this plugin does that no other backup and restore WordPress plugin can do.

Automatic 1 Click Restore
With a simple click of a button you can complete a full restore of your site from any of your backup files.
Automatic Backups Pre-Update
This is very cool as you can have automated backups created before  you update your plugins, theme or WordPress core files.
Backup Encrypted Databases
If you are storing data in your database that must be encrypted, this is the only plugin that will back that data up.

Alright so all this talk about backup but nothing yet about exactly what to backup. Take a moment and think of the human body. What are the 2 things it can absolutely not function without? The heart and the brain. Now take this same concept as it relates to backup and think of the 2 things that a WordPress site has that are unique?

The heart of a WordPress site is the database and this is where all the data unique to your site is stored. The brain is the content of of your WordPress site. These are the actual files that exist in your wp-content folder of your active WordPress install. These are the 2 things unique to your site and the 2 things that should be backed up and are required to complete a restore.

Backing Up Your Site is a Movement Not Just Advice

Let us together as some of the most awesome people in the WordPress community start a movement educating others on the importance of backing up your site. Can you join in on this?

See our owner Jarrett Gucci give a presentation on this exact topic below.

Time To Put This Backup/Restore System in Motion

Okay we think you’ve done enough reading at this point. It’s now time to show you how to backup a WordPress site the right way. Follow the easy steps below to setup an automated backup system for free in minutes.

Login to your site and visit Plugins>Add New
Type in UpdraftPlus and install and activate it
Once active, visit Settings>UpdraftPlus Backup/Restore
Click on the Settings tab and adjust as desired

That is it.  Your WordPress site now has a smooth running automated backup and restore system.

The post How To Backup A WordPress Site The Right Way appeared first on WP Fix It.

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Yoast Local SEO 13.9: Primary location & shared properties

Yoast Local SEO 13.9: Primary location & shared properties

For local businesses, doing well in the local search results is essential. Luckily, the Local SEO add-on for Yoast SEO is a great help for your business. The plugin makes it much easier to get your site to perform better in Google. For instance, it helps you improve your local business’s contact page so customers can find or contact you. It also adds the structured data Google needs to understand your company fully. In Local SEO 13.9, we added two great new features on that front.

Local business structured data

Local SEO is essential if you want your business to do well in your local market. Luckily, we can help you get on the right track. We have ample articles, like our Local SEO Ultimate Guide and even a Local SEO training course in our Yoast SEO Academy. Also, we have a great add-on for Yoast SEO that helps you increase your local business’s visibility: Yoast Local SEO.

In Local SEO 13.9, we have a couple of great new features that make it easier to get your business data out there. To help Google figure out your business, you need to add LocalBusiness structured data. With this, you can describe to Google who you are and what you do. By doing so, you’re automatically helping them understand all about you, making it simpler for them to show your business in the local search results.

Set a primary location

At Yoast, we’ve been gradually expanding what we do with LocalBusiness. In Local SEO 13.9, we added two new features that help you describe your business. You can now set a location as your ‘primary location’ (e.g., a ‘head office’). We’ll make sure the correct structured data is added for the primary location and other locations.

You can now set a primary location for your business

Determine shared properties for multiple locations

For the second one, we introduce shared properties for businesses with multiple locations. You can fill out business information with shared properties that applies to more of your locations — for instance, opening hours, a phone number, or an email address. We’ll share this information with all other locations that don’t already have business information set. You can manually override shared properties per location in the Locations post type.

With shared properties, you can determine what business information your different locations share, like opening hours

To get you started with these features, we have updated help documentation:

How to set a primary location, How to work with shared opening hours, How to work with shared business information.

Yoast Local SEO 13.9 is out now

The Local SEO plugin is a great addition if you are trying to rank your local business in Google. It helps you set up everything you need to help both search engines and potential customers to find and understand your business. In this update, we added two new features that add the LocalBusiness structured data that Google likes. Now, you can set up your business data in such a way that you can define your main location and if these locations have shared properties like phone numbers.

Help your local business stand out

The Local SEO plugin by Yoast gives you everything you need to do well in the local search results pages!

Get Local SEO ▸Only $69 USD (ex VAT) for 1 site

The post Yoast Local SEO 13.9: Primary location & shared properties appeared first on Yoast.

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