Bing to Further Remove Restrictions on the Use of Trademarks as Keywords

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Bing notes that while it’s removing restrictions on the use of trademarks as keywords, it will continue to enforce protection of keywords in ad copy itself.In addition to giving advertisers the freedom to bid on competitors’trademarks, another benefit of this change is cross-market alignment.

When the change rolls out, it will be easier for advertisers to transfer campaigns between major search engines with less manual optimization effort.Bing also emphasizes there will be benefits for customers.When they search for trademarked terms they will see a broader range of results, leading to a better search experience.

“For instance, fair use of a trademark in ad copy will continue to be allowed for resellers of an authentic good or service,informational websites (such as product reviews), the ordinary dictionary use of a term, or comparative advertising (when supported by independent research).

”With this change already being implemented in the US, it will soon come into effect in the following global markets:Australia, Brazil, France, Italy, New Zealand, Republic of Ireland, United Kingdom, Hong Kong, Indonesia and Singapore.

Source:Searchenginejournal

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Single Page Websites for SEO

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Single Page Sites Typically Provide a Better Mobile ExperienceSingle page sites typically convert much easier to mobile, and users find them simple to navigate.They also load much faster than multi-page sites, which is a huge bonus for most users who don’t have the patience to wait longer than a few seconds for a site to load.In addition, some people find it difficult to click on additional pages or tabs on a small device, such as a smartphone, and so having a singlepage site is a blessing for those with not-so-thin fingers.

Single Page Sites Make It Easy to Target a Specific Audience
Single page websites are great for those looking to target a specific audience and provide them acertain type of user experience. It’s easy to control their behavior on your site and steer them in a specific direction if you don’t have to worry about them clicking on various pages, possibly in the wrong order. With a single page site, all the information you want users to access can be presented to them on one page, in whatever order you choose to suit the needs of your business. In SEO terms, this can be important if there is only one keyword or set of keywords you’re worried about targeting.You’ll want to keep in mind though that because users have to scroll through everything in order to find what they’re looking for,they could easily get turned off if presented with information they don’t find valuable.

Single Page Websites Can Provide Higher Page Authority
Links are one of the largest factors that determine how well a website ranks and the benefit that a single page website has going for it is that every link acquired will point to the main URL so there will always be a 1:1 ratio of links to pages.

Single Page Sites Don’t Allow for Wide Keyword Targeting
Unfortunately, there are some SEO drawbacks to single page sites — keyword rankings being one of them. Single page sites are generally supposed to be designed around one main concept, which limits your ability to rank for a wide variety of keywords.One of the benefits a multi-page site has is that every page on their website is a new opportunity to position (rank) themselves to target an audience specific to that page’s theme. This may end up being the deciding factor for some business owners.

The Content on Single Page Sites Lacks Detail
Another downfall to single page sites is that the content published on them is generally not as specific as what is published on multi-page sites.You don’t have the luxury of devoting a separate page for each topic you want to cover;instead, all your information needs to be presented on one page.This is why organization and layout are key elements to pay attention to when designing your page.But even if your layout is exceptional, visitors still might end up disappointed with the lack of relevant content.It’s virtually impossible to cover the same amount of information on one page as it is on multiple pages.

Single Page Sites Don’t Allow for Some Advanced SEO Strategies
Those who excel at siloing will take a main topic and break it down into so many subtopics that they end up covering each subject in extreme detail, thus answering the majority of questions posed by their visitors and optimizing their SEO by ranking well on a multitude of different keywords and subjects.This simply isn’t possible to do well on a single page site.It will come out a disorganized mess if you try to cram a ton of specific details on many different topics all onto one page.The multi-page design is a much better organizational layout for siloing.

The Takeaway
Personally, I would say that single page websites are not as good for SEO as multi-page websites.Butthen again those interested in single page websites probably aren’t as interested in SEO in the first place. When determining whether your site should be single or multi-page, you need to consider the goals for your business and what you’re trying to accomplish with your website.

Source:Searchenginejournal

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Rock-Solid Strategies to Help You Rank In SEO

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At the core of Google’s relevancy equation, trust itself is created through three fundamental pillars. Within those three pillars, there are more than 200 different factors that help to comprise the search giant’s core algorithms.Once you understand these fundamental pillars, you can work on building up your trust across each of these areas.But before I launch into a discussion about that — and convey some of the strategies that will allow you to explode your presence by using the inherent power of search engine optimization — let me give you a bit of history.

As Google’s search grew over the years and turned into the dominant playerthat it is today, people realized the importance of ranking highorganically.Clearly,the near-limitless amount of free traffic can send any business into the stratosphere.Everyone knows that, and because of it, everyone is drawn to it.As an upshot, SEO has seen some dramatic upheavals in recent years at the behest of Google and its core mission to cultivate an internet to wield more inherent value for the global populous.And while things have calmed down recently, the last five years has seen a massive overhaul in the way Google determines what the most relevant search result is.

Trust is most certainly the pathway to Google’s heart, if there ever was such a thing.At the core of Google’s relevancy equation, trust itself is created through three fundamental pillars.Within those three pillars, there are more than 200 different factors that help to comprise the search giant’s core algorithms.But before I launch into a discussion about that — and convey some of the strategies that will allow you to explode your presence by using the inherent power of search engine optimization — let me give you a bit of history.As Google’s search grew over the years and turned into the dominant player that it is today,people realized the importance of ranking high organically.Clearly, the near-limitless amount of free traffic can send any business into the stratosphere.Everyone knows that, and because of it, everyone is drawn to it.As an upshot,SEO has seen some dramatic upheavals in recent years at the behest of Google and its core mission to cultivate an internet to wield more inherent value for the global populous.And while things have calmed down recently, the last five years has seen a massive overhaul in the way Google determines what the most relevant search result is.

SEO algorithm updates.Before you can really understand what it takes to rocket up Google’s Search Engine Results Pages (SERPs) in 2017, you have to digest what’s changed.The reason?The changes are integral to the bigger picture and just what Google’s intentions are with the web.Google’s main aim is to deliver the most relevant search result in the quickest manner possible.Clearly, it’s perfected that.So much so that it digitally obliterated its competition, vastly skewing the major market share towards its powerful search, while making the company a household name in the process.By understanding what’s changed,you can gain perspective into Google’s intentions on what it’s attempting to achieve.It desires content that helps to improve the lives of others, delivers value and that users want to engage with. Those are the most relevant search results.

How to dominate SEO in Year
These pillars are integral to Google’s relevancy equation, and if you fail to address each of these pillars of trust, you’ll find yourself floundering in a sea of competition, unable to gain the precious visibility that you’re after.

1.Age
Age is more than a number.Google relies on its relationship with you over time to judge just how much it can trust you.The longer it’s known about you and the more often it sees you creating high-quality content that delivers tremendous amounts of value, the more it’s going to trust you.Age also doesn’t rely on the date you first purchased your domain.

2.Authority
The second pillar of trust is authority.Google relies on other sites that it already trusts to determine what newcomers should be trusted.If you have a site with great content, and other websites that Google already trusts are linking to you organically,your trust will naturally increase over time.Unless you quite literally go viral, you have a steep uphill battle ahead of you, but authority is also incredibly important to your overall ability to rank.

3.Content
The third underlying component of trust is content.Your content plays a large role in your visibility on Google’s SERPs.Simply put, you can’t push out subpar content and expect to gain traction.Your content has to deliver enormous amounts of value if you’re serious about attaining the search giant’s attention.But it’s not just about one-off content.You need to regularly deliver great content on your site, the kind that people want to share and engage with.

SEO strategies to help you rank in Year
The rationale is that domains that are registered for a short period — such as a year — are more likely fly-by-night sites.The longer the domain is registered for,the more likely it’s going to be to stick around.While this is a small relevancy signal, it just goes to show you some of the obscurity involved in ranking factors of Google’s algorithms.

Strategy 1 — Market your content
One of the most important SEO strategies to use in year is content marketing.At the heart of this strategy is high-quality content that delivers a tremendous amount of value.This so-called “anchor content” is located on your website.However, it doesn’t end there.You need to market that content on authority sites such as Quora, Reddit, WiseLike, LinkedIn and other highlytrafficked destinations on the web.Engaging in content marketing is not easy by any measure, but this single SEO strategy will help you rocket just about any of your listings to the top of Google’s SERPs over time, as long as it’s done the right way. To do this, there’s a very specific method.

Strategy 2 — Improve page speed
The page speed of your site has a big influence on the user’s experience.Slow-loading pages take away from the user experience, while fast-loading pages help to add to it.Google is acutely concerned with the user’s overall experience,and improving the page speed is one such way you can drastically improve  that experience.

Strategy 3 — Focus on mobile and AMP
Google has made a concerted push to mobile.Considering that mobile searches are now far surpassing desktop searches, it’s no wonder the search giant is so focused on mobile.Their sites load properly on desktop browsers, but not on mobile devices or even tablets.Leverage a responsive design for your site, if you presently don’t have one right now, to ensure that your site is optimized for mobile devices. Google has also recently launched its Accelerated Mobile Pages (AMP) project,which further increases mobile load times.

Strategy 4 — Leverage the power of videos
Whether it’s year, or any other year for that matter, every SEO strategy needs the power of video marketing.Videos take your content into the stratosphere due to the popularity of video platforms such as YouTube and Vimeo.Build relevant videos to further deliver the point made in a particular article on your site, and ensure that the description is keyword rich — but not keyword stuffed.Leverage elementssuch as the title and tags to fuse the keyword-centric nature of your video content.

Strategy 5 — Be social and engage with others
Authority is built up over time, but it also can’t be built up unless you’re social and you engage with others.In the beginning, they won’t come to you.In fact,what you’ve likely noticed is that it’s incredibly hard to rank any content at the outset.That’s because most newcomers have very little age and very little authority.So you have to get out there and build it.This isn’t just about sharing your content repeatedly with others.You can’t simply cheerlead your own cause and expect to get ahead.

Source:Entrepreneur

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Customer Marketing

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B2B marketers are focusing more and more on making sure their customers are successful after they’ve signed the contract and started using your product or service.This renewed attention helps in a couple of ways.First, successful customers are happy customers, and they are more likely to renew with you.Thesecond reason is that successful, happy customers are also great advocates for your brand.

“They’re your customers who are willing to advocate for your brand, your company, your solution, your people.”It’s where the worlds of customer marketing and customer success collide.

In recent years, there has been a shift in B2B marketing from looking at customer marketing as an activity to leverage customers to supporting lead generation activity through case studies, reference calls and so forth.And while that is necessary, today’s modern marketer is recognizing the importance of ensuring their customers’ success so that they are more likely to renew with you, more likely to speak at your event and more likely to tell their peers about you.

“That is just the tip of the iceberg with customer marketing.There is a lot of untapped potential most organizations are not realizing by being able to engage with their customer base way beyond those kind[s] of very lead gen and pre-sales types of activities, including online communities, customer advisory boards, advocacy programs, product adoption, upsell campaigns and events.” “I love this quote from the Forrester Research in the B2B Loyalty the B2C Way report,” said Schleifer.

“They say, ‘It’s time to expand the focus of B2B engagement to the entire customer relationship, including loyalty and retention, which are nottraditional priorities for B2B marketers.’”And in this world of tweets and Facebook live streams, it’s critical to recognize the importance of your customers as ambassadors for your brand when they are talking with their peers.“Being able to get customers to validate a lot more of what you’re doing is very, very important,” Schleifer said.“You’re really kind of approaching it from we’re successful as a company because we’ve been able to help our customers be successful.The more successful they are using the platform, the more it’s able to deliver on their business objectives, then the stickier it becomes to them as a must-need business tool, and the more they’re going to say, ‘Hey, I’m realizing value and this technology platform is a big part of that.’”

You can score and measure their engagement with you, whether they are attending a training webinar, opening your nurture emails or sharing your social posts.By leveraging your marketing automation, CRM and ERP data,you can also better understand when a customer is ready for an upsell or cross-sell.You can use your marketing automation to deploy surveys to gauge their satisfaction and get feedback on your products.From here, you can identify prospective brand advocates.“There are lot of ways we’re focused on making sure we are engaging with the customer after that contract has been signed, but before that renewal process starts.We’re working on targeting communications and programs based upon where a customer is at in their product use and adoption lifecycle — it’s a highly personalized approach.We want to make sure customers are continuing to adopt, use, and see value,”Schleifer said.“We want our customers to get the most value out of their investment that they can.”

Source:Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Keyword Ranking Irrelevant in Today’s SEO

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Strings Not Things
Search engines relied on webmasters to provide signals pertaining to what a page was about.Strings of meta tags and keyword density played a large role in how a page ranked.Google recognized early on the limitations of this system.

Things Not Strings
The primary objective for search query refinement was to better understand the context of a search query.The latest algorithm update to better understand entities and their relationships is RankBrain. This artificial intelligence system can take a word or a phrase it isn’t familiar with, make a guess as to what the words or phrases might mean, and then filter a result accordingly.

Why Keywords Matter
At its core, SEO is still about getting a website ranked for high-value search queries.If your business is built on the sale of blue widgets, it’s pretty valuable to be ranked #1 for that phrase.Good keyword research will also reveal opportunities that might otherwise be overlooked.

Why Keywords Are Irrelevant
Many argue that keyword rankings are irrelevant for a multitude of reasons,most notably:

*Due to personalized search, there are no universal search results.
*With the new Google page layouts featuring paid results at the top, there’s not enough real estate worth chasing. This is especially true on mobile.
*Perpetual algorithm changes lead to frequent SERP changes.

My take is this:While not irrelevant, keywords should not be used as THE most important measurement for SEO success.You can’t pay the bills with Google SERPs.I would argue the better way to measure SEO success is to track:

*Organic Search Traffic
*User Behavior
*Conversions
*Sales
*Profits

The Evolution of Keyword Research
“Keyword research” and implementation was a pretty simple process early on.It started with using the Google keyword tool and/or Google Analytics to discover words and phrases yielding a high volume of searches.At the time,Google Analytics was a rich source for keyword data.The next step was to stuff those keywords into every meta tag, then include excessive mentions of that keyword on a page.The icing on the cake was to buy exact match anchor text links pointing to that page.

The “Knowledge Graph Effect” on Keyword Research
Knowledge graph ushered in the era of “semantic search.” The days of one-to-one search results based solely on a relationship between a query and metadata were over.Knowledge Graph made search results more relevant by understanding entities and the nuances in their meaning.This was a huge shift in search, requiring a new way to execute keyword research.As Google’s search algorithm continues to improve, the ability to rank short-tail phrases will diminish.Successful keyword research now involves a focus on topical themes,rather than on trophy keyword phrases.

The Disruption of Search as We’ve Known It
Smart assistants, like Amazon Echo and Google Home, are also having a profound impact on search, pushing it in a more conversational direction.Other technologies, like virtual reality, augmented reality, and wearables could also have an effect on how people search and how the Google algorithm evolves.It’s even possible that Google could lose its domination in search, as this evolution occurs.Is Keyword Ranking Irrelevant in Today’s SEO?

If one thinks of keywords in the framework of topical themes, then yes.If you are still doing SEO like its year, you’re in for some rocky times.

Source:Searchenginejournal

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Facebook Ads are Helping Brands Convert Consumers to Shoppers In Stores

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The millennial generation today consumes a lot of information channelized to them via social media platforms.Rather than hoping from one website to another, they would rather make a comprehensive list of what they wish to follow and consume news stories, updates about civic bodies, give their opinion on current issues and procure information about favorite brands on these platforms.Today social media channels have emerged as a strong contender existing traditional means of communication for brands – which includes television,print and billboards.

Facebook’s creative ad formats like PockeTVC, carousels and others help brands to tell a story in a unique and impactful manner.Facebook’s ad formats including image, video, and carousel can generate instant awareness of the nearest business location and provide information the customer needs to get there and even helps large established brands drive in-store sales.

Understanding your audience
Facebook helps brand reach the right set of target audience covering demographic interest & behaviour segments.A native store locator is available for carousel.The store locator makes ads more useful for consumers by putting contact information and openings hours of nearby stores only one tap away.Using these tools, Facebook has the capacity to successfully encourage the customer to visit the nearby store of the particular brand.Even for ad formats like Carousel, Photo and Video Ads that are aimed at driving awareness, 3rd parties like Nielsen have measured and proven that the awareness impact translates to lift in sales from actual physical stores.

Campaigns that have worked for traditional brands
The brand chose to showcase its designs with stunning close-up shots using carousel ads to catchpeople’s attention.Crucially, it led them to its offline stores by including a “Shop Now” call-to-action button that brought people to its website, where they could get a discount voucher to be redeemed in-store.

The incentive paid off, and Tanishq saw a 30% increase in in-store sales among 25- to 44-year olds during its campaign as well as an increase in in-store footfall, as measured by actual sales data from the client.Taking a multi-screen approach to driving sales, popular women’s hair removing cream Veet used Facebook to bolster its TV ads and strengthen its campaign with the aim of encouraging women to buy its hair removal cream.The brand partnered with creative agency iContract and Facebook’s Creative Shop to devise an integrated campaign and adapt its existing TV ad into snappier video ads.To ramp things up, it powered the ads with reach and frequency buying to reach 18- to 55-year old women in India on a massive scale.This robust multi-screen strategy made an impact on Veet’s target audience, resulting in 11% incremental lift in in-store sales in a market where Facebook ads were implemented vs. a market where they were not.In an era of emerging e-commerce stores and innovative marketing technologies, it has become imperative for brick and mortar brands to opt for modern techniques to keep their consumers engaged.

Source:Entrepreneur

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

SEO Strategy In The Year

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I’ve heard people foolishly suggest links aren’t important anymore.There’s a new way of doing SEO, without links.This is wrong, and it’s dangerous advice.Keep in mind what Andrey Lipattsev said.We tend to almost always come back to links, as they feature largely and very importantly in the 200 or so ranking signals, such as:

*The volume of external links you have. The more, the better.
*The anchor text of the external links. Links with SEO-focused anchor text need to be relevant to the target page.
*The quality of external link sources. It’s better to get a link from a reputable news source or academic journal than an unknown blog.

Links have always been a valuable aspect of an SEO strategy, and many SEO agencies focus on building relevant links to get first page search results on Google.That’s because there is a strong correlation between great SEO results and the quality and volume of links to a site.Keep in mind, however, that while links may lead the pack, content, Moz Authority and page authority have significant value and must be considered for any SEO strategy to be successful.

Content marketing and SEO
SEO and content marketing are distinguished from one another in several critical areas, but you can’t separate the two entirely.SEO is generally narrower, and more technical, while content marketing is broader and more holistic –kind of like how a square is a rectangle, but a rectangle is not necessarily a square.Another way to look at it is like this: SEO makes demands.Content marketing fulfills those demands.SEO states the requirements.Content marketing fulfills them.

2017 algorithm updates
Google started rolling out a penalty to punish aggressive interstitials and pop-ups that might damage the mobile user experience.Google also provided a rare warning of this update five months in advance.but the success of your SEO campaigns will largely be governed by how focused your SEO strategy is on
links and content.

Source:Entrepreneur

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

AdWords Ad Copy Testing Ideas You Can Use

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At my company, we see how today’s top advertisers are using these changing technologies to evolve their creative testing strategies.This article is designed to keep you up to date and fuel your creative testing fire with some testing ideas that are sure to drive huge performance changes.

Best practices for ad copy testing
Before we get started with testing ideas, let’s touch on good fundamentals. Aggregate data across ad groups and campaigns (where it makes sense).

The more volume, the better. Aggregating data across similar ad groups or campaigns can help you speed up your tests and uncover more reliable findings.There are technologies out there that will help you improve the specificity of your ad creative at the ad group level, while still testing at scale.Even if a test doesn’t yield a winner, still consider it a win.Sometimes testers get discouraged if they don’t encounter a big win in their first test iterations.Remember, proving something is a non-winner is just as important.

Multivariate test to find the truest results.If you don’t test all possible permutations within an experiment, your results may be invalid.Remember, some creative may only work well when paired with other creative elements or landing pages — or some creative may only work well within certain campaigns.

Testing ideas
While many articles have been written about effective ad copy, the truth is that winning ad creative will vary depending on a variety of factors.Thus, it’s critical to test for yourself to determine what works best for your business.Following are some ideas on which elements to test.

Promotional quantification method
Knowing how your customers respond to your promotional efforts is absolutely necessary to an optimized advertising campaign.We have seen clients drive drastic changes in click-through rates and sales figures by adjusting how they approach their promotional language.

The first word (verb) in your call to action
No matter which industry you are in, a portion of users will view ads as threatening, some will perceive ads as helpful, and others will believe they aren’t relevant to their decision-making process.A big difference-maker in the interpretation of your digital presence is how you’re asking the user to engage
with your brand.

The placement of your call to action
Depending on the category of your business and the stage of the buying process a searcher is in, you may need to vary the placement of your call to action.This is a perfect example of why multivariate testing is so important.A multivariate test allows you to uncover the optimal placement of your CTA for each audience individually (done with the proper segmentation).

Use your brand name in Headline 2 for your non-brand keywords/campaigns
Even if your brand isn’t in the Fortune 500, including brand name in the Headline 2 of your non-brand campaigns can be quite helpful.Branding your ads helps to develop a persona, so the user knows they aren’t clicking on a random link but rather a company they can trust.

Multiple descriptions that use AdWords IF functions
Evolving your A/B testing methods to incorporate new technologies is vastly important.Think about writing description variations that contain both a mobile and desktop version.

Headlines that use ad customizers
I love this as a test, and as a best practice.If a portion of your search Headlines doesn’t contain a piece of dynamically inserted content, you are probably leaving money on the table for two reasons:

*Your Headlines probably aren’t specific enough to your ad groups, or
*They aren’t flexible enough to implement ad copy tests across campaigns/ad groups.

Dynamic keyword insertion (DKI) vs. no DKI
Our studies have shown that DKI does not improve click-through rate as a whole when compared to well-written ads.If you’re still using DKI and are fearful of implementing other strategies that may cause a slight decrease in performance, testing is a good way to offset this risk.This will allow your existing ads to gain the majority of the initial impression share.But as the new variations begin to outperform your baseline, the sample will become more evenly distributed.

Landing page testing
If your landing pages are set at the ad level, and you have created two separate landing pages that you’d like to test, you can use the same ad with both destination URLs.

Benefit testing in your Headline 2
As referenced in a Headline 2 is a great way to grab attention.One way of catching a searcher’s eye is using benefit-based language.Rather than talking about features, prices or promos, advertisers should use ad copy that is going to evoke emotion from the reader.

Stay on top of your testing
Testing is a great way to improve account performance, but it should be conducted with caution.After you uncover a winning ad variation, be sure to implement it as soon as possible in order to “cash in” on that improvement.

Source:Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Seasonal SEO: Identifying Your Merriest Times

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Other holidays like Mother’s Day, Halloween and the Back-to-School “holiday” all compel shoppers to search for different needs, whether it’s costumes, table settings, flowers or dorm room supplies.And what about the seasons?As soon as we see the first buds of spring, we’re buying brightly colored clothes and finding any excuse to spend time outside.In additional to literal seasons, there are times of the year when certain activities become more frequent, like hiking season or wedding season.Fashion trends can also suddenly and dramatically affect specific groups of shoppers.

Identifying holiday and seasonal behavior changes
Here, I’m comparing common foods and spices.As you can see, even a very necessary, seemingly stable product type like food has seasonality when we take a closer look at search interest.Watermelon is very popular in the summer,pumpkin spice is popular in the fall, no one wants to eat quinoa during the holidays, and cayenne stays pretty stable.With Google Trends,we can see how people have searched for these terms over time.We can narrow our search to locations we’re interested in as specifically as the city level.We can even filter by intent.

Google Keyword Planner
Keyword Planner is another way to identify high-level trends.When you enter a few search terms, Keyword Planner suggests related terms to consider, shows the amount of search interest in those terms, increase or decrease in search interest,and a very general measurement of competition.

Google Search Console
Google Search Console helps webmasters identify trends or seasons that are popular now for your site. Search Console data is first-hand Google data, and it is a great supplement to your analytics.

It doesn’t allow you to view year-over-year data and won’t help you prepare for upcoming annual holidays andseasons.Link Search Console to your Google Analytics account, and Analytics will pull the keyword-level data in for you.This gives you additional visibility into keyword performance and can help you strategize around annual behavior changes.

Analytics
Your analytics data holds a wealth of insight into performance on your site.Within analytics, you can see both a high-level view of performance over time and performance of specific topics or sections of your site.While some of these trends are easy to spot, others can hide in your overall traffic and sales.In Google Analytics, most keywords fall into the “not provided” bucket.Google Search Console provides visibility into a lot of your ranking performance, but not all of it.Despite these restrictions, you can piece together valuable takeaways about your visitors.Reviewing overall Y/Y traffic will highlight your highest-traffic times of year.As you spot differences in search behavior, consider how holidays and seasons could be impacting jumps or drops.Also consider what kinds of context factors could be affecting search behavior on your site.An early spring,

for example, would mean needing to set up spring styles early enough for your first shoppers to find them.Explore more specific topics within your analytics as well.While overall traffic may look pretty steady throughout the year,digging into the performance of “leggings” landing pages will likely paint a very different picture.You can review performance of landing pages to get an idea of how often users are arriving at “leggings” pages from organic search.You can also evaluate timing of search interest, rankings (largely from your linked Search Console account) and associated revenue from those pages.

Competitive review
Another way to identify your opportunity is to review your competitors’performance.Using a tool like SEMrush or BrightEdge, you can review your competitors’ search performance.Review keyword groups relating to the holiday or season you’re interested in.Searching for “Thanksgiving” or “Spring,” for example, can help you identify where your competitors have a strong search presence or where they are missing an opportunity.

Closing thoughts
We’re constantly trying to hit growth targets and satisfy internal mandates —and some days, it feels like a struggle just to keep the site working.Though it can be hard to find time, taking a step back to focus on a seasonal and holiday strategy can mean taking control of your road map, rather than just reacting to searcher behavior as it happens.Use these tactics to start to identify which topics and times should be a priority for your brand and take control of your holiday and seasonal strategy.

Source:Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.

Machine Learning Is Marketing’s Future

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This was once the way technology worked; only a select few had access. But innovation has a funny way of changing things.What might seem out of reach today can become widely accessible tomorrow — just look at the GPS system,or drones.We’re seeing this now with marketing technologies.Machine learninghas made it so that marketing automation platforms can be predictive — able to learn, think and act without explicit instructions.The result: more precise, efficient marketing that adapts to the journeys customers travel.What used to be nice only in theory (predictive analytics, often complex and expensive) can now be put into practice, via features that allow for real-time data optimization, automated workflows and personalized content.

Real-time responses
On any given day, most marketers are up to their ears in data — data from the programs they run, the buyers they court and track.Marketing automation enables them to separate signals from noise, wheat from chaff, so that they can orchestrate specific actions based on the stories data tells them.In fact, some marketing automation platforms have evolved to the point of predicting the best times to engage specific buyers, using past behaviors and actions to identify an optimal time for sends and engagements (a window when opens and click-throughs are likely to be highest).The technology has also gotten smarter in the lead scoring and weighting department and can enable marketers to go beyond conditional scoring rules, prescribing scoring values for behaviors and actions across different segments, industries and buyers.

A more tailored approach to outreach
Marketers have long relied on A/B tests to optimize their programs and strategies, to ensure the most effective message is used.But this method has always resulted in a one-size-fits-all approach, in much the way segmentation has — assuming that the behavior of a set of buyers tells us everything we need to know about a whole swath of buyers.

The modern customer engages with a business across multiple digital touch points, and it’s crucial that brands personalize their experience at every stage,from first interaction to purchase through ongoing customer care.Machine learning allows for this, finding patterns at faster speeds and on far greater scales. It provides an immediate, high-definition view of customers and their behaviors — allowing us to find smaller micro-segments of customers that have shared interests and needs.

More creativity overall
Nothing, including marketing technology equipped with the latest artificial intelligence, can ever replace marketers’ experience and instinct.Marketing is a human endeavor, no matter how much machines enter the picture.But this technology has immense value in offering fact-based insights gleaned from real-time data.It tests conventional wisdom and assumptions and offersprescriptive advice.In these ways, machine learning does a lot of heavy lifting for marketers, freeing them up to be creative and strategic.This is why,when considering marketing automation software, organizations should look for
vendors that are embracing predictive and machine learning.

Source:Searchengineland

Peter Zmijewski is the founder and CEO at KeywordSpy.His expert knowledge on Internet Marketing practices and techniques has earned him the title “Internet Marketing Guru“ He is also an innovator, investor and entrepreneur widely recognized by the top players in the industry.