Google adwords PPC campaign tips

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Google adwords PPC campaign tips

None of us set out to have our PPC programs fail. But sometimes they do, despite our best intentions.

Why do these programs fail? There can be many reasons. But sometimes, behind those failures, is some inadvertent self-sabotage — sabotage that will virtually guarantee a failed PPC program.

To help you avoid inadvertently setting your PPC programs up for failure, I’ll use this column to describe four ways to “help” your PPC programs falter or self-destruct.

1. Put too many options on your landing page

I know, I know. I’ve talked before about how landing pages are critical to PPC success and how important it is to keep them focused. But I’m going to repeat myself because it’s that important.

As you know, the purpose of landing pages is to facilitate conversions. You want people who’ve clicked on your ad to take the next step, whether it’s requesting a quote, giving you a call, downloading a package or something else.

Landing pages go astray when they provide too many options for visitors. Ideally, you want to limit the number of actions that landing page visitors can take to just one or two.

When you give visitors too many options, they’re likely to get sidetracked or confused and take no action at all.

Let’s look at this example:

PPC programs

As you can see, this landing page sends visitors in all kinds of directions, taking them down a wandering path that may never lead to a conversion.

In this case, I would narrow the options to a phone number (and use website call tracking to see if it’s getting any traction) and either a download or a contact form (preferably one landing page for each so you can test which option works best in this market).

2. Don’t touch your PPC account for six months or more

Whenever I log into a new client account and find it hasn’t been touched in six months or more, I have to pause. How did this happen?

Sometimes, it’s just one of those things. Maybe the client’s marketing team opened the PPC account and assigned it to a team member. Then that team member left, and the team hasn’t gotten back to it. These things happen. And while it’s not ideal, it’s understandable.

But sometimes we find that accounts haven’t been touched in months when we take them over from an ad agency. (It doesn’t happen often, but it does happen.)

How is it that an agency-monitored account hasn’t been touched in six months? It might be neglect. Or it might be a difference in strategy.

Some agencies make risk management their highest priority. (And, to be fair, sometimes the client is highly risk-adverse.) Some have tight budgets they need to adhere to. Either way, the agency locks down the account settings like Fort Knox. They choose conservative settings — such as exact match, shared or limited budget settings, tight ad schedules and standard ad rotations — so there’s no chance of “wasted” ad spend or overages.

Perhaps coincidentally, these settings also minimize the need to manage the account. If you choose nothing but the most restrictive settings, there’s little to monitor and few decisions to make.

But the problem with this kind of “batten down the hatches” approach is that it’s extremely limiting. You’ll never get awesome results unless you’re willing to experiment, try different strategies and tactics, and, yes, take some risks. And that means putting some money behind your efforts and monitoring daily, even hourly, to see what happens.

Will a “batten down the hatches” approach cause your PPC program to fail? Possibly. If your results remain unimpressive, there might be pressure to move budget and resources to other marketing initiatives with a higher ROI.

More importantly, this kind of approach closes the door on mega-results that could take your PPC marketing program to the next level.

3. Don’t include sitelinks

Most of us can agree that sitelinks are a key component of almost any PPC campaign or account. They offer advertisers many advantages.

As I’ve explained elsewhere, sitelinks are an important way to add additional links to your ad and take up more ad real estate. They’re a great way to send visitors directly to the most relevant page for their needs (a win for everyone).

They can even improve ad rank, as noted in the AdWords blog:

Ad extensions and formats … influence the position of your ad on the search results page. If two competing ads have the same bid and quality, then the ad with the more positive expected impact from extensions will generally appear in a higher position than the other.

But even with all these advantages, clients will occasionally ask us not to include sitelinks in their ads. When we ask why, we get one of these responses:

‘I don’t think they’re necessary.’

Sometimes clients state that they only want to send visitors to their one landing page. And because the ad is sending visitors there already, sitelinks aren’t necessary.

What they don’t realize is that we can use sitelinks with different messaging to capture visitors who might otherwise not have clicked on the ad — all while continuing to get the visitors who are clicking to the main landing page. Having the extra ad real estate is well worth the effort.

‘My competitors aren’t using them.’

If your competitors aren’t using sitelinks, that’s exactly why you should be using them. Sitelinks will help you stand out from the competition and may even help rank your ads higher.

‘I don’t want to draw too much attention to my ad.’

I have to question the logic of this one. As an advertiser, you want to draw attention to your ads.

Will a lack of sitelinks cause your PPC program to sputter and die? Perhaps. If it indicates a general reluctance to explore different AdWords features, then it could be the canary in the coal mine.

4. Focus on the ‘wrong’ metrics

One of our clients likes to test things — and we love that about him! Thanks to his willingness to let us experiment, we’ve been able to discover and deploy some highly effective and profitable strategies in his accounts.

Recently, he read an article that said having a high Quality Score can save money on ad spend due to lower costs per click.

This makes sense. But generally, we don’t focus too much on Quality Score as a metric. In our experience, if you have relevant keywords, which trigger relevant ads, which land on relevant landing pages, then your Quality Score will take care of itself.

In this case, our client’s Quality Score was already good (his lowest was a seven), so we weren’t totally convinced that bumping his score to an eight or nine was going to make much difference. But he was adamant in wanting to try it, so we agreed.

We reviewed his ads and landing pages and bumped up bids to improve his click-through rate. After a month and a half (with an accompanying BIG increase in ad spend), we did see an increase in sales. But at the same time, we saw a decrease in year-over-year ROI and no change in Quality Score.

How helpful was this exercise, ultimately? Not much. True, it might have contributed to the lifetime value of these clients, but it’s hard to say for sure. Thankfully, it didn’t take long to convince our client to change his focus to other, more relevant and informative metrics.

It’s easy to get fixated on one or two PPC metrics, to the detriment of the others. This is especially true when the metric seems to encapsulate everything into one simple number. But if you steer your PPC program based on one metric, and one metric only, you’ll probably end up in the ditch.

No one wants their PPC program to fail

Of course, no one wants their paid search program to fail. And in some cases, you can do everything absolutely right and still struggle.

But at the very least, you can improve your odds of success by not sabotaging your own efforts with these four PPC duds — guaranteed!

How to get quality backlinks from traditional press release activity

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How to get quality backlinks from traditional press release activity

If you’re doing search engine optimization (SEO) properly today, then a significant portion of your effort will overlap with traditional public relations (PR).

This is because over the last few years, Google has minimized the effects of easily gameable ranking signals and refined their algorithm to better represent user experience. In other words, websites that satisfy their users tend to rank better than those that do not.

Inbound links are still a critical component of any SEO campaign, but the easy link-building tactics of the past have been wiped off the board, largely thanks to Google’s Penguin update(s). This includes buying links, guest blogging at scale, embedding links in plugins or themes and more.

The only type remaining as valuable and effective over the long term are the proverbial Holy Grail of link building: natural editorial links from high-traffic, authoritative websites.

And therein lies the challenge: How do we earn these coveted editorial links? Well, it’s a two-part equation.

The first part is to produce amazing content. I know, that dead horse has been beaten to a mushy puddle of goo at this point, but the fact remains that without amazing content, no one will link to your website.

The second part is where traditional public relations comes into play, because all of that amazing content is useless if no one knows about it. And despite Google’s frequent claims, no, your content won’t just magically earn links by virtue of existing and being amazing.

link building magic

Effective link building requires outreach, and that requires you to truly understand what motivates people — contributors and/or editors in this case. You have to introduce yourself, frame your pitch and demonstrate how you’ll make their job easier all in a couple of hundred words.

That’s no easy task, which is why most people do it so poorly. But once you master that skill, it produces tremendous leverage for your link-building efforts. When you’re featured in a major publication like Forbes, Entrepreneur or Fast Company, you tend to get noticed by contributors at other major publications, which makes it a lot easier to pitch them to be featured in the publications they work for as well.

Increased exposure typically equals other publications wanting to cover you, too, resulting in even more exposure and links. It’s a powerful cycle.

This works on the concept of social proof, which basically means that people see you as trustworthy and authoritative because they perceive others they already trust as seeing you that way.

The evolution of search algorithms has resulted in link building and public relations becoming incredibly similar today. In the past, link building was simply about building links. It didn’t matter if they came from obscure little blogs with zero traffic or from media powerhouses with millions of visitors.

Obviously, links from authoritative websites have always been preferred, but the goal for most link builders has always been to simply acquire more links to move the needle in terms of organic ranking. Google’s algorithm updates over the last few years — especially in regard to Penguin,

RankBrain and their growing use of artificial intelligence — have helped them move away from ranking websites based primarily on the volume of links, and instead base rankings on quality, user intent and user experience.

This is where public relations comes in, because it focuses on getting real humans who work at legitimate, authoritative publications genuinely interested in and talking about your story. It’s about truly adding value, which in turn tends to generate inbound links, as opposed to simply producing garbage links on websites that no one visits.

Part of the beauty of this strategy is that since your links are based on relationships, it will be more difficult for competitors to replicate them, giving you a more dominant position in your market.

If you think it sounds like a lot of work, you’re right! But it’s also well worth the time and effort.

Making PR work for you

So now the million-dollar question: How do we get people talking about us?

The first thing you need to do is find a newsworthy angle to your story. In order to do this, you’ll need to look at it from an outsider’s perspective, because frankly, no one cares about you yet.

Contributors are typically juggling dozens of deadlines while engaging with their audience on social media and keeping up with the content in their industry — so your self-serving pitch will get moved to the trash folder with the dozens of others they receive every day.

You may claim that you’re “the premier real estate agent in Tampa Bay,” but how is that newsworthy? (And what does it even mean, anyway?)

A few examples that might be newsworthy for a real estate agent could include:

  • If a contributor recently wrote a story about falling home prices in the area, you could pitch them on interviewing you about inexpensive home improvement projects that have the biggest impact on how much a home sells for.
  • If you’re a veteran of the US military and a real estate agent who specializes in working with fellow veterans (riches are in the niches, right?), then you could pitch a story about what veterans should expect when purchasing their first home as a civilian. (This transition is something that only a veteran can truly understand.)
  • If your area has experienced an influx of millennials looking for housing, you could pitch a story about how to engage with them, since many older Americans seem to find that difficult and frustrating.

Cheryl Snapp Conner, CEO of SnappConner PR breaks it down:

“In all you do, add meaningful value. The writer’s only constituents are their readership (and by extension, the editors or producers they write for) — so knowing this, offer the information and angles that you believe will meet agenda for them. It’s that simple. Yes, you (or your client) will be cited and linked as the source of this information. But even better than getting the link, the link will be associated with high value add in an area that speaks to the value proposition of your product, your service or your area of expertise. This, in a nutshell, is the best of PR combined with the best of SEO. Furthermore, your willingness to add meaningful value and to follow through on commitments to the reporter will instill a trusted working relationship with that individual for the future as well.”

Conner speaks from a wealth of experience. In addition to being the CEO of a respected PR firm, she’s also a contributor to several high-profile publications, which gives her ample experience in both sending and receiving pitches.

Cheryl Snapp Conner at the American Association of Orthodontists 2016 Convention, Moscone Center, San Francisco

Depending on the circumstances of your story, you may need to pitch a contributor cold. This will usually be the most difficult and least likely way to get you the coverage you’re looking for compared to the results you’ll achieve after you have an established relationship. That’s why I recommend being proactive and engaging with them long before you need anything.

You do that by first compiling a list of contributors in your niche who produce content that is valuable to your target market. Next, follow their work. When they share something that you find particularly valuable or useful, share it with your audience; when possible, link to their work from your own articles.

Over time, you’ll get to a point where they will welcome your pitches — so long as they provide value to their audience. It’s important to remember to treat them like humans, not objectives, because they will see right through that, and it will hurt both your personal and company brand. If you can’t do that, be a decent person and don’t waste their time.

In fact, Conner notes, if you are in a conversation with an editor and realize you do not have a fitting proposition for their need, you should ask two questions:

  1. Is there someone else you can suggest that I talk to?
  2. How can I help you right now?

Be generous with connections and support, even (and perhaps especially) in the cases where you have no direct benefit or vested interest. Your willingness to support even when it doesn’t advance your personal agenda will go far in reinforcing the working relationship over time.

Whether you’re pitching cold or warm, you’ll follow the same basic structure.

A short introduction followed by a value proposition — why will your story matter to their audience? Follow that with a little bit of relevant information for the story, and if you want to put some icing on the cake, mention that you’re happy to share the data you’ve already compiled on the topic to save them some time and work.

You should also include your phone number because they might prefer to simply call you rather than go back and forth over email.

But it’s not over once they publish your story, because you’re not like all the other self-absorbed marketers out there, right? So your next step is to share it on social media, link to it from relevant websites that you manage, include it in your social media share rotation going forward, and then continue engaging with that contributor and sharing their other content whenever it seems useful for your audience.

Link building today is a lot more like traditional public relations in that it is all about quality — in terms of publications, people and exposure, rather than just the volume of links. Approach it with that mindset, put in the necessary work that most others won’t, and you’ll enjoy the results that they can only dream about.


 

The Complete List of Google Penalties & How to Recover

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The Complete List of Google Penalties & How to Recover

There is lots of confusion about Google penalties. The most common one is mistaking an algorithm for a penalty.

High-profile updates like Penguin and Panda aren’t actually penalties; they are algorithms. Algorithms rely on a set of rules and calculations to automatically deliver the desired outcome.

In the case of Panda and Penguin, the end game for Google is to reward websites in the search results that meet their “quality standards,” as defined by webmaster guidelines. Google also employs an army of human reviewers to manually review and rate websites that slide through the algorithms but don’t meet Google’s quality standards.

Being on the wrong side of an algorithm sure “feels” like a penalty. The net result can be the same — a huge and sometimes devastating loss of organic traffic.

Understanding the difference between having your website impacted by a manual penalty vs. triggering an algorithm is important. It determines how to proceed in terms of developing a recovery strategy.

The most notable difference in dealing with a penalty vs. dealing with an algorithmic event is the need and opportunity to interact directly with Google.

A website that is penalized by Google will receive a manual action report via Google Search Console. Once the noted violation is fixed, there is a requirement to explain the origins of the problem as well as the resolution in a “Reconsideration Request”. Conversely, there is no need (or ability) to file a reconsideration request to escape an algorithmic smack-down.

This post will focus on known manual penalties and steps for recovery.


Cloaking and/or Sneaky Redirects

A magician's black hat and wand to represent cloaking

Cloaking is the act of showing different pages to users than are shown to Google. Sneaky redirects send users to a different page than shown to Google. Both actions violate webmaster guidelines.

This penalty comes in two forms:

  • Partial matches affecting portions of your site.
  • Site-wide matches affecting your whole website.

The Fix

  1. Navigate to Google Search Console > Crawl > Fetch as Google, then fetch pages from the affected portions of your website.
  2. Compare the content on your web page to the content fetched by Google.
  3. Resolve any variations between the two so they end up being the same.
  4. Check all redirects and remove redirects that:
    • Send users to an unexpected destination.
    • Conditionally redirect (ex: only redirecting users coming from a certain source).
    • Are otherwise “sneaky”.
  5. Submit a reconsideration request after fixing these issues.

Pro Tip: These types of redirects are often created by CMS plugins, may be in your .htaccess file, or could be written in JavaScript.


Cloaking: First Click Free Violation

This cloaking penalty is levied against websites that show full content to Google but restrict content viewable to users, specifically users coming from Google’s services in accordance with Google’s First Click Free policy. A website is not in compliance with the policy if it requires users to register, subscribe, or log in to see the full content.

This is another penalty that comes in two forms:

  • Partial matches affecting portions of your site.
  • Site-wide matches affecting your whole website.

The Fix

  1. The content shown to users coming from Google’s services must be the same as that shown to Google. Make any edits necessary to come into compliance.
  2. Submit a reconsideration request after fixing the issue.

Pro Tip: Utilize Google’s “First Click Free” policy. Allow users to see a full article on your site without registration, subscription, or logging in when coming from Google’s services.


Cloaked Images

Cloaking applies to images too. For example, serving images that:

  • Are obscured by another image.
  • Are different from the image served.
  • Redirect users away from the image.

These would all be considered as cloaking.

The Fix

  1. Show the exact same image to Google as the users of your site.
  2. Submit a reconsideration request after fixing the issue.

Pro Tip: Check any plugins you have installed to ensure they aren’t creating an image cloaking issue.


Hacked Site

Hackers are constantly looking for exploits in WordPress and other content management systems to inject malicious content and links. This is often cloaked and difficult to find and fix.

When Google picks up on this, a notification that “This site is hacked” is inserted into the search result for affected pages. This often leads in a demotion in the organic search results.

The Fix

    1. Contact your web host and build a support team.
    2. Quarantine your site to prevent any more damage.
    3. Use search console to help identify the hacking type.
    4. Assess the damage if spam or if malware.
    5. Identify the vulnerability to figure out how the hacker got in.
    6. Clean your site to close the vulnerability that let the hacker in.
    7. Request a review and ask Google to reconsider your hacked labeling.

Pro Tip: Be proactive. Always have a clean and recent backup of your website. Install website security features on your site. If you are technologically challenged, use a website security platform like Sucuri for protection.


Hidden Text and/or Keyword Stuffing

The heading says it all. Google has discovered your website is guilty of using hidden text or keyword stuffing.

This is another penalty that comes in two forms:

  • Partial matches affecting portions of your site.
  • Site-wide matches affecting your whole website.

The Fix

  1. Navigate to Google Search Console > Crawl > Fetch as Google then fetch pages from the affected portions of your website.
  2. Look for text that is the same or similar in color to the body of the web page.
  3. Look for hidden text using CSS styling or positioning.
  4. Remove or re-style any hidden text so that it’s obvious to a human user.
  5. Fix or remove any paragraphs of repeated words without context.
  6. Fix <title> tags and alt text containing strings of repeated words.
  7. Remove any other instances of keyword stuffing.
  8. Submit a reconsideration request after fixing these issues.

Pro Tip: Don’t confuse tabbed content or JS dropdowns with hidden text. In an increasingly mobile world, those are perfectly acceptable ways to add content to a page.


Pure Spam

Unlike many of the other penalties, no one can plead ignorance when it comes to this one. It is reserved for websites that aggressively engage in a combination of spammy techniques, including the use of automated gibberish, scraped content, and cloaking, among other egregious violations of webmaster guidelines.

This is another penalty that comes in two forms:

  • Partial matches affecting portions of your site.
  • Site-wide matches affecting your whole website.

The Fix

  1. If this is the first offense, get your act together and comply with  Google’s Webmaster Guidelines.
  2. Submit a reconsideration request after fixing the issue.

Pro Tip: If this is the second offense, shut it down and start over. It’s highly unlikely that Google will give you another chance after breaking their trust.


Spammy Free Hosts

There’s no such thing as “free hosting.” What may be saved upfront in hosting fees will be flushed down the toilet in spotty reliability and spammy ads that you can’t control. Google has threatened manual action against entire hosting services. There is no point in taking that risk.

The Fix

  1. Migrate to “name brand” shared hosting.
  2. Submit a reconsideration request once the migration is complete.

Pro Tip: Avoid “free hosting” and suck up the $40 bucks a year for reliable shared hosting.


Spammy Structured Markup

If you don’t follow the rich snippets guidelines and markup content invisible to users or markup irrelevant or misleading content, you will be penalized. This penalty also comes in two forms:

  • Partial matches affecting portions of your site.
  • Site-wide matches affecting your whole website.

 The Fix

  1. Update existing markup or remove any markup that violates Google’s rich snippets guidelines.
  2. Submit a reconsideration request after you’ve made these changes.

Pro Tip: Resist the temptation to succumb to rich snippet spam; follow the guidelines.


Thin Content With Little or No Added Value

Low-quality or shallow pages that trigger this penalty generally come in the form of:

  • Auto generated / spun content.
  • Thin affiliate pages with OEM descriptions, no added value, and/or no unique information.
  • Scraped content from other websites.
  • Low-quality (often guest) blog posts.
  • Doorway pages.

This is another penalty that comes in two forms:

  • Partial matches affecting portions of your site.
  • Site-wide matches affecting your whole website.

The Fix

  1. Identify and remove auto-generated or spun content.
  2. Identify affiliate pages that don’t provide added value beyond what the manufacturer or retailer offers. Thicken or eliminate those pages.
  3. Use duplicate content detection software to identify content found elsewhere on the web. Remove and/or replace that content.
  4. Identify content with low word counts and where appropriate, thicken those pages to be useful and informative.
  5. Identify and remove doorway pages.
  6. Submit a reconsideration request after fixing these issues

Pro Tip: Invest time and resources into creating content that is both unique and useful.


Unnatural Links to Your Site

This is far and away the most common penalty. The root cause is always the same: buying links and/or participating in link schemes to boost organic SERPs. This is a clear violation of Google’s webmaster guidelines.

The Fix

  1. Download the links to your site from Google Search Console.
  2. Audit these links to identify any that may violate linking guidelines.
  3. Remove or add a rel=”nofollow” attribute to non-conforming links.
  4. Disavow any links that you are unable to get removed or no-followed.
  5. Submit a reconsideration request after you’ve cleaned up your link profile.

Pro Tip: Invest time and resources into building links the right way and avoid link schemes.


Unnatural Links From Your Site

Google loves busting webmasters for selling links. In fact, any links that exist for the primary purpose of manipulating search rankings are ripe for triggering a manual penalty. In Google vernacular, these are considered “unnatural artificial, deceptive, or manipulative outbound links.”

This is another penalty that comes in two forms:

  • Partial matches affecting portions of your site.
  • Site-wide matches affecting your whole website.

 The Fix

  1. Remove or modify these links by adding a rel=”nofollow” attribute so they no longer pass PageRank.
  2. Submit a reconsideration request after removing non-compliant links.

Pro Tip: Use a machete and not a scalpel when cleaning up these links. Google has handled hundreds of thousands of these penalties and you won’t “get one” by them. Instead, you will only prolong the pain.


User-generated Spam

You know those daily spam emails offering cheap SEO and page one results? You can thank those “black hat SEOs” for creating this headache. (For the record, this is NOT link building.)

User-generated spam is usually found in forums, comments, guestbook pages, and user profiles. This penalty is another one that comes in two forms:

  • Partial matches affecting portions of your site.
  • Site-wide matches affecting your whole website.

The Fix

  1. Identify pages where users can leave comments.
  2. Look for spam in:
    • Advertisements posing as comments.
    • Comments that include non-relevant links.
    • Spammy usernames like “Cheap Viagra”.
    • Auto-generated, generic, or off-topic comments.
  3. Remove all spammy and inappropriate content.
  4. Prevent unmoderated content from appearing on your website.
  5. Request a review once your site is clean and no longer in violation.

Pro Tip: Be proactive. Don’t allow unmoderated user-generated content to appear on your website.


The Takeaway

You can’t game Google. If you want to build a sustainable web presence, you must know, understand, and follow Google Webmaster Guidelines.

Resist the temptation to cheat and cut corners. Now, more than ever, SEO is a marathon and not a sprint.

Image Credits

Featured Image: Pixabay
In Post Image: Pixabay

Top E-commerce Link Building Strategies

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Top E-commerce Link Building Strategies

As the e-commerce industry continues to grow at a steady average rate of about 10 percent each year, competition to get sales and exposure increases. That’s where link building comes in.

Link building is an effective way to gain more exposure and traffic for your website. Building links for e-commerce sites in particular can translate into more sales and return customers.

I mentioned some of the below tasks during my webinar for SEJ, but below are a few examples and how they apply specifically to e-commerce.

1. Influencer Outreach

Running an influencer program where bloggers and other online influencers can share reviews and information about your product is an easy way to get links.

If you don’t want to do the outreach yourself, you can hire a link building or influencer agency, or work with an influencer platform.

Clever is a popular platform for e-commerce goods. They have a proprietary backend system that allows you to choose the types of influencers you want, including their demographics (e.g. location) and audience.

Influencer outreach is an art and science all its own, but it mainly deals with the following steps:

  1. Identify your target audience.
  2. Find influencers and bloggers that have the same audience.
  3. Craft an outreach email or message to send to each influencer.
  4. Work with influencers who accept a campaign.
  5. Ensure that FTC guidelines for disclosure are followed at all times.
  6. Track social shares, posts, and links about your product to gauge success.

To evaluate the success of your influencer campaigns, identify your tracking metrics and goals. For instance, you could aim for each blogger’s review post about a product of yours to translate to a certain number of sales.

Make sure your goals are as specific as possible. Several marketers follow the SMART method, where goals must be specific, measurable, attainable, relevant, and time-bound. Having a clear goal helps better identify success or failure.

Working with bloggers and social media influencers can create more buzz about your products, which will lead to more online reviews. That’s another great way to get links.

2. Editorial and User-Generated Review Sites

Review sites usually do great on search engines and can lead to more links and exposure for your e-commerce site. There are basically two types of review sites that I’m including here:

  • Content reviews, like when TechCrunch has a reporter try out a new computer.
  • User-generated content review sites, like Yelp or TripAdvisor.

No matter the format, impartial sites like The Wirecutter, Product Hunt, or TrustPilot can help generate referral traffic and increase brand trust and loyalty.

As with influencer outreach, you’ll want to set up a strategy for getting listed on review sites:

  1. Create a list of editorial content and user-generated review sites you want to target.
  2. See if your company and products or services are already listed. If there is a profile available for your company, make sure you claim it.
  3. For editorial written reviews, identify the process for pitching to each outlet.
  4. Double check that proper disclosure is in place, according to FTC guidelines.
  5. Share reviews on social media and your own website as they become available.

Any reviews need to be impartial and honest. Don’t try to hide or delete bad reviews if they are true. Instead, publicly comment on the review to show your willingness to fix the situation.

gravity review response

Additionally, whenever you find reviews of competitor products that are no longer available, you can use a link tool like Screaming Frog to find external links pointing to their website. You can then reach out to those sites to recommend one of your own products as a suitable replacement.

Working with other websites, especially if they sell related products, is a great way to get more of your product links in front of your target audience.

3. Partnerships

If there are other retailers in your industry that aren’t in direct competition with what you sell, consider creating cross-promotional partnerships with them.

For instance, Life Time Fitness is a series of elite gyms around the United States. Throughout their website and their online store, they offer special discounts and offers for related but not competing products like protein bars or restaurant gift cards.

life time health store

Since Life Time doesn’t make their own line of protein bars, they aren’t in competition with the manufacturer. However, because their audience is interested enough in a healthy lifestyle to pay $60-140 monthly for a Life Time membership, they are likely to also be interested in purchasing protein bars and shakes. Life Time has their audience so narrowed down, they even offer a media kit for potential partners.

4. Related Internal Links

While most of the above strategies have to do with external link building through building relationships with partners, customers, and influencers, your internal link building efforts shouldn’t be ignored. Try installing a plugin or developing a solution that automatically displays products related to the one the user is currently on.

Amazon is a master of linking to related items. Their “customers who bought this also bought” widget not only shows related products but also uses social proof of past customer purchases to convince customers to buy.

Amazon's "customers who bought this item also bought" widget

Dick’s Sporting Goods also employs a similar tactic, but with a sidebar that is present with the user as they scroll down.

Dick's Sporting Goods' "You May Also Like" sidebar

Adding a related products widget or box on your e-commerce pages can help increase average purchase rate and time spent on site as customers consider other items. You can also see what products are purchased frequently together using Google Analytics data so you know what to recommend.

In addition, if you have content or a blog on your e-commerce site, you can link to mentioned products or additional content that may convince them to make a purchase.

Summary

Working with influencers, customers, and other retailers for better e-commerce link building takes a lot of effort. You need to grow relationships to make campaigns a success. However, most e-commerce sites will find a benefit to focusing on link building strategies when looking at how they can become more visible online.

Image Credits

Featured Image by Kevin Rowe

Screenshots by Kevin Rowe. Taken May 2017.

Know latest about Google algorithm update

Posted on Leave a commentPosted in Business

 

Know latest about Google algorithm update

As SEOs, we tend to obsess over changes to the organic results. It usually works like this:

You get to your computer in the morning. Ready to start work, you take a quick look at Facebook to check what you have missed. You run across someone asking if anyone saw changes last night. They’ll typically also note that there was “a lot of activity.”

“Activity” means that SEOs who follow changes to search rankings saw some fluctuations in a short period of time. If there is “a lot of activity,” that means there were large fluctuations in many websites’ rankings in a vertical or across verticals. Sometimes these results are positive, but mostly they are not. Big updates can often mean big drops in traffic.

So you quickly go check your Analytics and Search Console. Phew! The “activity” didn’t impact you — this time. But what about the next one?

This is what happens when Google rolls out large-scale changes to its search algorithms, and what is in these rollouts has been the topic of many articles, tweets and Facebook posts over the years.

What if I told you, though, that while it is very important to know what Google’s algorithms contain, you do not really need to know granular details about every update to keep your site in the black?

No-name rollouts

When former Head of Web Spam Matt Cutts was the point of communication between SEOs and Google, he would confirm updates — and either he or others in the industry would give each update a name. This was very helpful when you had to identify why your site went belly up. Knowing what the update was targeting, and why, made it much easier to diagnose the issues. However, Google does not share that information much anymore. They are much more tight-lipped about what changes have been rolled out and why.

Sure, Google will confirm the big stuff — like the last Penguin update, when it went real-time — but how many times have we seen an official announcement of a Panda update since it became part of the core ranking algorithm? The answer is none — and that was over 18 months ago.

The ‘Fred’ factor

As for all the other unidentified changes SEOs notice, but that Google will not confirm? Those have been just been given the name “Fred.”

Fred, for those who don’t know, is just a silly name that came out of an exchange between Google Webmaster Trends Analyst Gary Illyes and several SEOs on Twitter. Fred is meant to cover every “update” SEOs notice that Google does not confirm and/or name.

Gary Illyes on the Fred Update

So, what’s an SEO or site owner to do? If your site suffers a downturn, how will you know what caused it? How do you know what to fix if Google won’t tell you what that update did? How can you make gains if you don’t know what Google wants from you? And even more importantly, how do you know how to protect your site if Google does not tell you what it is “penalizing” with its updates?

Working without a net

Today, we work in a post-update world. Google updates are rolling out all the time. According to Gary Illyes and John Mueller, these algorithms update most every day, and usually several times a day, but they don’t share that information with the community.

If they update all the time, how is it a post-update world?

Post-update world refers to a world where there is no official identifying/naming of algorithm changes, no confirmation that an update has been rolled out, and consequently, no information on when that rollout occurred. Basically, the updates they tell us about are becoming more and more infrequent. Where Matt Cutts might have told us, “Hey we are pushing Penguin today”…

Matt Cutts Penguin Tweet
… Illyes or Mueller might just say:

So, if you cannot get the information about updates and algorithm changes from Google, where do you go?

Technically, you can still go to Google to get most of that information — just more indirectly.j

Falling off an analytics cliff

While Google is not telling you much about what they are doing these days with regard to algorithm updates, you still can wake up and find yourself at the bottom of an analytics cliff. When this happens, what do you do? Running to Twitter might get you some answers, but mostly you will just get confirmation that some unknown algorithm (“Fred”) likely ran.

Outside of reading others’ thoughts on the update, what can we use to determine exactly how Google is defining a quality site experience?

Understanding the Google algorithms

A few years back, Google divided up most algorithm changes between on-page and off-page. There were content and over-optimization algorithms, and there were link algorithms. The real focus of all of these, however, was spam. Google became the search market leader in part by being better than its competitors at removing irrelevant and “spammy” content from its search results pages.

But today, these algorithms cover so much more. While Google still uses algorithms to remove or demote spam, they are additionally focused on surfacing better user experiences. As far back as 2012, Matt Cutts suggested that we change SEO from “Search Engine Optimization” to “Search Experience Optimization.” About 18 months later, Google released the Page Layout Update. This update was the first to use a rendered page to assess page layout issues, and it brought algorithmic penalties with it.

What do algorithm updates ‘cover?’

Most algorithm updates address issues that fall under the following categories (note mobile and desktop are grouped here):

  • Link issues
  • Technical problems
  • Content quality
  • User experience

But how do we know what rules our site violated when Google does not even confirm something happened? What good are categories if I don’t know what the rules are for those categories?

Let’s take a look at how we can evaluate these areas without Google telling us much about what changes occurred.

Link issues: It’s all about Penguin

One of the most vetted areas of organic SEO is, of course, links — and Penguin is the algorithm that evaluates those links.

It could be said that Penguin was one of the harshest and most brutal algorithm updates Google had ever released. With Penguin, if a site had a very spammy link profile, Google wouldn’t just devalue their links — they would devalue their site. So it often happened that a webmaster whose site had a spammy inbound link profile would find their whole site removed from the index (or dropped so far in rankings that it may as well have been removed). Many site owners had no idea until they walked in one day to a 70+ percent drop in traffic.

The site owner then had to make fixes, remove links, do disavows and wait. And wait. And wait until Penguin updated again. The last time it refreshed, there had been a two-year gap between algorithm updates. Without the update, your site could not fully (or sometimes even partially) recover its ranking losses.

September 2016: Real-time Penguin

In September 2016, everything changed: Google made Penguin part of its core algorithm. Penguin’s data now refreshes in real time, and it no longer impacts an entire website’s rankings by default. Thus, with this update, Penguin was no longer a site killer.

When Penguin runs now, it will only devalue the links, not the site — meaning that rankings might be adjusted on query, page or section level. It would be rare to come in and check your site in the morning to find it has fallen off an analytics cliff entirely. That could happen, but if your site links are that spammy, it is much more likely you would get a manual penalty.

When real-time is not real-time

Now, “real-time Penguin” does not mean literally real-time. Google still needs to recrawl your site once the link issues have been fixed, which could take weeks, depending on how often Google crawls your site. Still, this real-time update makes it much easier to fix your link profile if you determine that links are your issue (spammy links are typically very obvious).

Remember, all sites will likely have some bad links. After all, it is not natural for a site to have a perfect backlink profile. But when bad links are comprising a significant percentage of your inbound links (let’s say around 25-30 percent), you need to start looking with a critical eye towards fixing spammy links and/or anchor text. (A general rule of thumb is if you have over 50 percent spammy links or anchor text, you most likely have a link devaluation.)

So, identifying site issues related to links is fairly straightforward. Are your links good links? Do you have over-optimized anchor text? If you have a spammy link profile, you just need to fix the link issues — get the links removed where you can, disavow the links where you can’t, and work on replacing these spammy links with good ones. Once you’ve fixed the link issues, you just have to wait.

As mentioned above, it can take up to a few weeks to see a recovery. In the meantime, you need to review the other areas of your site to see if they are in line with what Google defines as a quality site. “But I know the problem is links!” you say. Well, you might be right — but a site can receive multiple devaluations. You always want to check “all the things!”

Technical, content and user experience issues

This is where we have so much less guesswork than when we are looking at a link issue. Why? Because Google has provided webmasters with a wealth of information about what they think makes a good site. Study what is in their documentation, come as close to the Google site ideal as possible, and you can be pretty sure you are in good standing with Google.

Where do you find this information?

Following are some resources you can use to get a solid idea of what Google is looking for when it comes to a website. These resources cover everything from SEO best practices to guidelines for judging the quality of site content:

  • Search Engine Optimization Starter Guide — This is a basic outline of best practices for helping Google to crawl, index and understand your website content. Even if you are an experienced SEO, it never hurts to review the basics.
  • Google Webmaster Guidelines — These are Google’s “rules of the road” for site owners and webmasters. Stay on the right side of the Webmaster Guidelines to avoid incurring a manual action.
  • Google Quality Raters Guide — This is the guide Google gives its quality raters to help them evaluate the quality of search results — in other words, when a user clicks on your website listing from a search results page. Quality raters use this guide to determine what is and what is not a good page/site, and you can garner a lot of helpful insights from this content.
  • Bonus: Search Engine Land’s Periodic Table of SEO Factors — This isn’t a Google resource, but it’s helpful nonetheless.

Almost anything and everything you need to know about creating a good site for Google is in these documents.

One note of caution, however: The resources above are only meant as guides and are not the be-all and end-all of SEO. For instance, if you only acquired links in the ways Google recommends, you would never have any. However, these documents will give you a good blueprint for making your site as compliant with the algorithms as possible.

If you use these as guides to help make site improvements, you can be fairly certain you will do well in Google. And furthermore, you will be fairly well protected from most negative algorithm shifts — even without knowing what algorithm is doing what today.

The secret? It is all about distance from perfect, a term coined by Ian Lurie of Portent. In an SEO context, the idea is that although we can never know exactly how Google’s algorithms work, we still do know quite a lot about Google considers to be a “perfect” site or web page — and by focusing on these elements, we can in turn improve our site performance.

So, when your site has suffered a negative downturn, consult the available resources and ask yourself, What line(s) did I cross? What line(s) did I not come close to?

If you can move your site toward the Google ideal, you can stop worrying about every algorithm update. Next time you wake up in the morning and everyone is posting about their losses, you can be pretty assured you will be able to go check your metrics, see nothing bad happened and move on with your day.

The resources listed above tell you what Google wants in the site. Read them. Study them. Know them.

Quality Rater’s Guide caveat

It is important to note that the Quality Rater’s Guide is (as it says) for Quality Raters, not search marketers. While it contains a great deal of information about how you can create a quality site, remember it is not a guide to SEO.

That being said, if you adhere to the quality guidelines contained therein, you are more likely to be shortening that distance to perfect. By understanding what Google considers to be a high- (or low-) quality page, you can create content that is sure to satisfy users and search engines alike — and avoid creating content that might lead to an algorithmic penalty.

Get busy reading!

It’s important to educate yourself on what Google is looking for in a website. And it’s a good idea to read up on the major algorithm updates throughout the search engine’s history to get an idea of what issues Google has tackled in the past, as this can provide some insight into where they might be headed next.

However, you don’t need to know what every “Fred” update did or didn’t do. The algorithms are going to target links and/or site quality. They want to eliminate spam and poor usability from their results. So make sure your site keeps its links in check and does not violate the rules listed in the documents above, and you will likely be okay.

Read them. Know them. Apply them. Review often. Repeat for future proofing and site success.


Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here

18 Advanced SEO Tips & Tricks

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18 Advanced SEO Tips & Tricks

Since it’s inception in 2009, Kickstarter has become the go-to destination for those searching for a revolutionary game, creating an eye-opening documentary, or launching technologically advanced products. And it’s completely changed the business world since it allows entrepreneurs to validate their ideas and secure funding without having to take out a loan or credit.

While that’s a good thing for both customers and business owners, the problem is: How can you get your campaign to rank higher so it gets spotted by more potential backers?

You can start by following these tips and tricks for advanced Kickstarter SEO.

Laying the Foundation for Your Kickstarter Campaign

Do you know what successful Kickstarter campaigns all have in common besides an amazing product? They start building their audience at least 3-4 months in advance.

This sounds complex, especially when you’re new to crowdfunding, but you should first start by determining who your ideal customers are going to be and creating buyer personas based on information like demographics, online behavior, personal histories, interests, motivations, and pain points.

Once you’ve created your buyer personas, you’ll use that data to launch a content marketing campaign. Make sure you’re also using tried and tested SEO techniques and a solid PPC campaign so you can generate some early buzz among your audience, which in turn will drive traffic to your campaign.

When laying the foundation for your Kickstarter campaign, make sure you have the following in place:

  • A blog: This is where you’ll host your content and where people are going to visit when they want more information regarding your product, so make sure it’s legit and not cheap or shoddy. You can never go wrong with a self-hosted WordPress website. They’re easier to set up, extremely customizable to fit your needs, well-designed, and load quickly.
  • Landing page: This is going to encourage website visitors to sign up for your email list so they can receive future updates. Since you’re using WordPress, you can use a plugin such as Qards, Beaver Builder, or WP Landing to do this for you. Consider using an email marketing tool (e.g., MailChimp). Remember, you’re going to have to offer an incentive for people to join, like an e-book that’s related to your new product.
  • Killer content: Content will get that early buzz going. Using your buyer personas, you can create content that your audience is going to gobble up and share. This means creating blog posts, infographics, videos, or podcasts that provide helpful advice and address pain points, frustrations, or concerns and offer helpful tips, advice, or ego bait. Don’t forget to make this content unique, include attention-grabbing headlines, and conduct keyword research on the topics and trends that are relevant to your industry and audience. Most importantly, have a strong and effective call-to-action so your audience will sign up for your newsletter or share the content.
  • Content promotion: Why invest in amazing content if no one is going to see it? Promote your content on all your social channels, reach out to influencers, and send out press releases to industry leading publications. Don’t rule out paid campaigns like Adwords or paid advertisements on Facebook, Reddit, or Stumbleupon.
  • Guest blog: There’s no better way to get in front of a new audience than to guest blog on websites that are relevant to your product. If the website owner is hesitant, provide them with some proof that you only create top-notch content by sharing data like traffic volume and social shares on previously published pieces of content.
  • Join the online communities of your target audience: Obviously, you want to join the major social media sites and use tools like Klout or Followerwonk to find influencers and start engaging and interacting with them. But make sure to also join other crowdfunding websites and forums to promote your campaign. These include Crowd Funding Forum, CrowdfundingPR, or Kickstarter Forum. Once you join these communities, make sure to ask questions, leave comments, share campaigns, and even pledge to support other Kickstarter campaigns to start building up some good karma.

That may sound like a lot of work, but doing so will help ensure that you’re going to have an engaged and excited audience eagerly awaiting the launch of your campaign, which can drastically improve your Kickstarter SEO.

Building Your Kickstarter Campaign

After you’ve laid the foundation, it’s time to build and launch your Kickstarter campaign based on realistic goals. Most successful campaigns raise less than $10,000. That’s important to remember since it will guide you in determining much you should raise to fund your project, the incentives that you plan to offer your backers, and how you’ll market your campaign once it goes live.

  • Offer one-of-a-kind rewards. Potential backers donate to a crowdfunding campaign because they want to feel like they’re an integral part of the project, which is why low-cost items like T-shirts or stickers that say ‘backer’ or ‘supporter’ can be effective. But if you really want to hook them, offer a once in a lifetime opportunity like adding your backers’ names to your website or giving them a chance to attend the exclusive launch event.
  • Set a realistic deadline. The shorter the campaign, usually 30 days or less, the higher success rate your campaign is going to have on Kickstarter. Grab the attention of your audience as early as possible using the tactic listed above and once you’re ready to launch, focus on creating content and CTAs that have more of a sense of urgency.
  • Create a press release and video. After you have a launch date, craft a press release that announces your upcoming campaign. Also film a video so you can share it or include screenshots in your press release. Don’t forget to post that video on your landing page and social channels as well so your audience can share it. According to research from MWP Digital, Kickstarter projects that included a video were 85 percent more likely to reach their funding goals than without.
  • Set your funding goals. If your target is that sweet spot of $10,000 then you’re to need $2,500 per week. Since it’s easier to raise funds in the first few days of your campaign, you could set a goal of $4,000 or $5,000 during the first week then split the remaining amount throughout the next three weeks.
  • Make sure your campaign page is optimized. Don’t forget to optimize your campaign page by using the right keywords. For example, if your project is wireless earbuds, then you would want to focus on keywords like “wireless earbuds” or “Bluetooth earbuds” and combine them with adjectives that people use when searching for products. In this case, it could be phrases like “high-quality earbuds.” Like optimizing your website for SEO, use these keywords in your titles and subtitles, URL, and image file names or alt texts. One quick note here: While you need visuals like a video and graphics, placing keywords in there won’t improve your rank. So find the right balance and don’t get too spammy.

Maintaining Your Live Kickstarter Campaign

You’re finally at launch day! It’s been a long and hard journey, but there’s still some work to be done if you want to maintain that sizable audience and continue attracting new audience members.

  • Keep on guest blogging. Go back and find the websites that sent the highest amount of referral traffic to your email list and compose another guest blog post for them. However, this time you want to drive traffic to your Kickstarter campaign page instead of your landing page.
  • Shout it from the rooftop. Once you’re live, make sure that you email your list, tweet your followers, announce it on forums, send out a press release, and proudly share the news on your blog. You need to let everyone know that your campaign is live.
  • Comment. Engagement and commenting are important for Kickstarter SEO. Encourage your backers to leave a comment or ask a question — just asking them is an effective technique. On the first day, however, consider asking your friends and family to leave comments or ask questions.
  • Give your backers a shout out. We all love getting recognition. Don’t forget to thank your backers publicly so they’ll share your campaign with their network.
  • Keep your audience in the loop. Your audience should be informed on how the campaign is going by sharing with them information like how much money you’ve raised or positive press you’ve received every several days. It’s another way to get people to share your campaign.
  • Establish a targeted PPC campaign. Set up a new PPC campaign that targets your specific audience by using contextual targets as well as managed placements on Google’s Display Network. This will ensure that your ad is shown on sites your audience may have visited in the past. You could even spend your ad dollars on individuals who have expressed interest in Kickstarter in the past.
  • Use remarketing. These ads will remind your website visitors about your Kickstarter campaign.
  • Monitor your performance versus your goals. Is your campaign not meeting its goals? Then you need to boost the frequency of your communications and start offering additional incentives to increase both traffic and funding. Kicktraq is a tool you can use to monitor your project.

If you’re about to launch a Kickstarter campaign, then now is the time to think of SEO. It’s going to be a lot of hard work, but doing so will ensure success for your next crowdfunding venture.

Image Credits

Featured Image: Screenshot by Eli Schwartz. Taken June 2017.

Know the 3 Key Factors which influence Generation X and Y digitally

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generation-x-y

Digital innovation has changed customer conduct, yet numerous advertisers still depend on old intrusion promoting strategies intended for the times of the 30-second TV spot: break shoppers’ screen movement with a message or an offer, do it regularly enough and anticipate that them will purchase.

Is it true that anyone is astounded that customary web publicizing simply isn’t performing like it used to? Millennials, who speak to right around a quarter of the aggregate business sector, grew up listening to the commotion and know how to shut it out. Computerized standard promotions are imperceptible to Millennials, generally as pre-move advertisements before recordings are simply something new to disregard.

Generation X buyers need a more fair and direct dialog with brands. They are searching for brands that perceive the estimation of this association. So to stand out enough to be noticed, advertisers need to supplant intrusion showcasing with association promoting, a client driven methodology that puts genuineness, decision and control at the focal point of their procedure.

Realness

Generation X and Y  are infamous cynics. They have no motivation to have faith in devotion for reliability’s purpose. They’ve seen the economy drop out from under them, seen legislators lie and seen enterprises do exploitative things.

As indicated by an Elite Daily 2015 millennial overview, one and only percent of Millennials said that a convincing commercial would make them believe a brand more. They trust that advertisements are made and inauthentic. Inside of the same overview, 43 percent of Millennials rank legitimacy over substance while devouring news.

They need legitimate, genuine connections where they can contribute and where they are a piece of the story. It’s one reason Millennials react to online journals so well. Websites are normally composed by an individual (or people), and perusers can take part in the discussion through remarks and shares.

As indicated by a NewsCred study, 62 percent of Millennials concurred that the genuine substance they read and see online — on sites, online networking, in the news — from an organization makes them feel more joined and faithful to the brand.

They have grown up with almost endless access to data, yet they know how to quick forward through TV promotions and maintain a strategic distance from standard advertisements on their most loved sites. So how would you stand out enough to be noticed?

Millennials Need Content Choices

Notwithstanding bona fide content, Generation X need to pick what content they get. At Rapt Media, we studied more than 2,000 customers in the United States and the United Kingdom and found that about half (47 percent) of Millennials need to pick content that is applicable to them, contrasted with only 40 percent of more seasoned purchasers.

Once more, this era grew up in the computerized time, and they’ve spent a large portion of their lives being presented to an expanding number of contending advanced messages every step of the way. So normally, they’re all the more recognizing about the sorts of messages they trust and the sorts of messages they need to get.

This is a piece of the reason we’ve seen the ascent of local promoting as of late. Purchasers would prefer just not to be demonstrated advertisements, they need to hunt down recordings, articles and other substance that is intriguing and important to them.

We found that 60 percent of Generation X like being able to pick content that is pertinent to them, and 63 percent of are all the more trusting of substance that they find all alone, versus substance that is conveyed to them through promoting.

This yearning for more control over what content they see spills into how they connect over all channels on the web. At the point when on Facebook, about half (45 percent) of Gen X like having the choice to pick the sort of format they can see.

This inclination for picking substance gazes us straight in the face when we take a gander at how they carry on online networking. Millennials modify their Facebook newsfeeds, pick who to take after on Twitter and select to piece content from specific pages and applications.

These practices spill into the majority of their online utilization. They need to pick what sorts of messages they get from brands and what points they’re appeared on news locales, and advertisement distributers now ask them which commercial they’d want to see and if a notice is pertinent to them. This all stems from a mind-boggling yearning for decision in the majority of the substance they see on the web, from social to hunt to promoting.

Generation X takes Control on Conetent

As indicated by a late study by Google, Gen X utilize 10.4 unique wellsprings of data when settling on a buy choice. So they are in control.

Since decisions are a basic segment to utilizing substance to market to Millennials, it’s essential to perceive that with decision comes control. In the same customer study, our exploration observed that two out of three Millennials need control over the promotions they are seeing.

Advertisers need to comprehend that when Generation X perspectives a business on a site, it’s more intense than interfering with their TV show with a notice.

Likewise, we found that straightforward things like letting purchasers control recurrence of messages assembles brand reliability for Millennials. Truth be told, our exploration demonstrated that about three out of four Millennials need to control their email memberships from brands.

Ultimately, advertisers need to comprehend that Millennials may view content from distinctive gadgets — another variant of controlling the connection. Our study found that Millennials going by a brand’s site from their cell phones hope to have the capacity to do likewise things they can from a tablet.

Concentrate On The Interactions, Not The Interruptions

The Millennial era — and the gadgets, channels and substance they incline toward — regularly feels like a moving target. However, while that makes advertising to this youthful crowd testing, it’s not incomprehensible. It just errands advertisers with giving important, legitimate encounters and substance.

Take after that legitimacy with decisions — offer your gathering of people some assistance with discovering pertinent substance autonomously. At the point when brands let Millennials take the haggle associations, the engagement result

 

What Content Types Influence consumers during purchases

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buy

The web has profoundly and altogether influenced the way customers research and purchase. E-trade is quickly developing and has been an incredible equalizer in permitting shoppers to explore a brand or item before every acquiring choice.

As indicated by Forrester’s “US eCommerce Forecast: 2013 To 2018” report, purchasers will be burning through $414 billion online by 2018, a 57.4-percent expansion from 2013.

The self-serve nature of the web has made a colossal open door for brands to put resources into substance and cross-channel dissemination of their substance. Since there have been monstrous increments in interest in computerized substance and its appropriation, a lot of examination has been distributed that measures the advanced levers advertisers pull with regards to the computerized substance and circulation directs they put resources into.

Far less has been done in measuring what really works. What content truly forces individuals to purchase? What channels do purchasers use to settle on a purchasing choice? How can that contrast when making a B2C buy versus B2B?

Of course, advertisers have their own particular examination to let them know what does and does not take a shot at their own locales, but rather it is shaded by their own particular beginning suspicions and inclinations, giving them a skewed perspective of what all around reverberates with purchasers.

Both B2B and B2C Buyers Want Cold, Hard Facts

A few key bits of knowledge rose up out of the investigation:

  • Purchasers pick the information/measurements feature most, 45 percent of the time in the B2C situation and 46 percent in B2B. In depicting why he favored information and insights in the purchasing procedure, one respondent said:
  • B2C purchasers incline toward blog entries at a far more prominent rate than B2B purchasers.
  • B2B purchasers really favored video at a more noteworthy rate than B2C.

The information recommend that B2B dealers ought to genuinely consider video as a medium to clarify their quality suggestion, since about 20 percent of B2B purchasers view it as convincing amid the purchasing procedure.

With scarcely 10 percent of respondents picking infographics, it is unmistakably a top-of-the-channel device. Advertisers like them in light of the fact that they can possibly be viral, however they ought not be considered as a compeller amid the purchasing procedure.

Maybe most essentially, close examination of feature snap inclinations demonstrates that in spite of the fact that 45 percent to 46 percent of purchasers pick information and details as the most convincing substance sort, they are not a mind lion’s share.

In actuality, we see a genuinely expansive dispersion of substance sorts that reverberate over the particular sorts. This recommends an “alternate strokes for diverse people” technique that envelops an expansiveness of substance sorts to guarantee wide request.

Here are two different inquiries we asked in the study, alongside the kind of feature that won out.

B2C: Imagine you are in the business sector for another cooling unit. After hunting Google down “Aerating and cooling Unit,” the accompanying results show up. Which feature would you well on the way to tap on?

B2B: Imagine you are the purchaser for your organization for new information examination programming. The accompanying features show up when you scan Google for “Information Analytics Software.” Which would you say you are destined to tap on?

content type

This exploration demonstrates purchasers in an online research and purchasing procedure search basically for hard actualities to legitimize their buy, however they likewise search for an expansive scope of substance sorts to make a buy.

To give themselves the most obvious opportunity with regards to changing over searchers to purchasers, advertisers must be arranged with the majority of the different sorts of substance that speak to purchasers as they’re doing examination ahead of time of a buy.

Curated from :Content Marketing Strategy

Amazon Sues 1,114 Fiverr Users For Offering To Write Fake Product Reviews

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As Geekwire initially reported, today’s claim goes ahead the heels of an Amazon sting operation in which the organization paid a percentage of the Fiverr individuals named in the suit. Posting fraud surveys conflicts with Amazon’s terms of administration, and Fiverr’s tenets additionally prohibit its individuals from performing work that disregards an outsider’s terms of administration. The claim isn’t focusing on the traders who may have procured these respondents to post fake surveys, nor is it focusing on Fiverr.

Amazon’s claim names a few Fiverr individuals that it requested for fake audits, including one who passes by the username bess98. This individual charges $5 for an Amazon survey and claims to have “more than 30+ distinctive record and ip” — apparently from which the audits will be presented in an endeavor on abstain from getting got — and welcomes the trader to compose the audit that will be posted. Here’s a screenshot from the page where bess98 offers this Amazon survey administration:

In its claim today, Amazon says fake audits like the ones that may originate from the respondents are “little in number,” yet “these surveys can altogether undermine the trust that buyers and by far most of dealers and producers place in Amazon, which thus stains Amazon’s image.”

It’s the second claim Amazon has recorded for the current year over fake surveys; back in April, the organization sued sites including buyazonreviews.com and others. In its documenting today, Amazon says “a large portion of those locales have subsequent to shut and Amazon has recognized and made a move against dealers who utilized those destinations to get fake surveys.”

Amazon has recorded a claim blaming more than 1,100 individuals for the independent commercial center Fiverr of offering to post imposter item surveys on Amazon.com.

As Geekwire initially reported, today’s claim goes ahead the heels of an Amazon sting operation in which the organization paid a portion of the Fiverr individuals named in the suit. Posting imposter surveys conflicts with Amazon’s terms of administration, and Fiverr’s guidelines additionally restrict its individuals from performing work that abuses an outsider’s terms of administration. The claim isn’t focusing on the dealers who may have enlisted these litigants to post fake surveys, nor is it focusing on Fiverr.

Amazon’s claim names a few Fiverr individuals that it requested for fraud surveys, including one who passes by the username bess98. This individual charges $5 for an Amazon survey and claims to have “more than 30+ diverse record and ip” — apparently from which the audits will be presented in an endeavor on abstain from getting got — and welcomes the shipper to compose the survey that will be posted. Here’s a screenshot from the page where bess98 offers this Amazon audit administration:

In its claim today, Amazon says fake audits like the ones that may originate from the litigants are “little in number,” however “these surveys can fundamentally undermine the trust that buyers and by far most of dealers and makers place in Amazon, which thus stains Amazon’s image.”

It’s the second claim Amazon has recorded for the current year over fake surveys; back in April, the organization sued sites including buyazonreviews.com and others. In its recording today, Amazon says “a large portion of those destinations have subsequent to shut and Amazon has distinguished and made a move against venders who utilized those locales to get fake s

 

 

Is In-Store Shopping is in our DNA?

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In Store ShoppingWhilst internet shopping is enormous business for all brands, in today’s created omni-channel world, the need to physically drench ourselves into a brand is still truly essential.

When we go to a shop, we jump at the chance to pick our style buys precisely, weigh up our alternatives and attempt them on, or possibly value that it may fit in light of its cut and quality. Our exploration demonstrates that around seventy five percent of buyers say the capacity to touch, feel, pick and think about items before they purchase them is a key advantage of shopping in a physical store. More than a value-based affair, shopping is a social action that we jump at the chance to impart to others. Over half (53.25%) of customers like to take their companions, accomplices, or family shopping – either as a social event or to choose what to purchase.

An open, agreeable climate can be saddled via prepared and affable staff that consider the requirements for customers that need to hang out with companions, as well as need to examine their thoughts before settling on a buy choice. In fact, over a third (39.20%) of customers say they esteem guidance from in-store staff whilst shopping. Brand staff should be community oriented with shopping gatherings to help with buy objectives as well as to make a domain that these social gatherings will need to come back to.

To bolster the shopping procedure, brands need to offer a taking part in-store encounter that highlights the requirement for a social situation and inundates the customer into the brand. With regards to purchasing garments that require a cautious choice, just about 75% (73%) are liable to go in-store. Style decisions particularly summon discourse, civil argument and positive feelings amongst customers as they look at garments and spend. The physical shop still gives that association your image and moment affiliation and buzz that individuals need to wind up a devotee of your image.

As customers we like, particularly for those extraordinary extravagance buys, drench ourselves in the aggregate brand experience from the rich floor covering to the lighting and client administration which add to the client trip and make that item appear to be extraordinarily great worth in correlation to high road brands.

A great deal has been said in regards to the retail environment changing because of the convergence of channels to draw in with, however from various perspectives the profound pull longing to look for clothing is still the same. Regardless we require the physical experience of shopping. More than a side interest for some – it’s an inborn piece of life and brands get to be engrained in the fabric of our lives with regards to what we decide to wear