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How AI-driven call intelligence can close the online/offline data gap https://ift.tt/2lJQXV8
With mobile search and voice interactions on the rise, it’s more important than ever to make phone calls a critical part of your data-driven marketing strategy. And thanks to recent advances in artificial intelligence (AI), you can now derive valuable, real-time insights from inbound phone conversations. Join our experts and learn how leading marketers are closing the online/offline customer data gap to lower acquisition costs and increase ROI. Register today for “Close the Online/Offline Data Gap with AI-driven Call Intelligence,” produced by Digital Marketing Depot and sponsored by Invoca. SEO via Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing https://ift.tt/1BDlNnc June 29, 2018 at 03:55PM
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SearchCap: SMX Advanced session recap, audience targeting, Google pics & more https://ift.tt/2ICveHC  SEO via Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing https://ift.tt/1BDlNnc June 29, 2018 at 03:26PM Daily Search Forum Recap: June 29, 2018 https://ift.tt/2KCliDr Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web... SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 June 29, 2018 at 03:01PM Google: We Ignores Most Links Within Press Releases https://ift.tt/2MzzZUO Google's John Mueller said this morning in a video hangout at the 35:32 mark into the video that Google's algorithms ignores more links found within press releases... SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 June 29, 2018 at 06:36AM Google: Providing APIs Won't Reduce Search Results Scraping https://ift.tt/2z0v8KK There was a somewhat fun conversation on Twitter around the new URL inspector tool. Some SEOs are saying that if Google provided an API for this tool, it would reduce scraping of the Google search results... SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 June 29, 2018 at 06:22AM Google: Google Analytics Won't Hurt Or Benefit Your Search Rankings https://ift.tt/2KwaH9I Google's John Mueller felt the need to explain on Twitter that there is no penalty for using or not using Google Analytics on your web site. Google doesn't rank a web site any better or worse because you use or don't use Google Analytics... SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 June 29, 2018 at 06:04AM Disallowing Robots.txt In Robots.txt Doesn't Impact How Google Processes It https://ift.tt/2KrOMnl Google's John Mueller said on Twitter that even if you try to disallow your robots.txt within your robots.txt, it won't impact how Google processes and accesses that robots.txt. John said in response to someone asking if you can disallow your robots... SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 June 29, 2018 at 05:57AM
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SEO via Search Engine Roundtable https://ift.tt/1sYxUD0 June 29, 2018 at 05:46AM
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Influencer Marketing Tips, Strategies, and Examples: Generate More Awareness https://ift.tt/2KwJTGn Influencer marketing is a highly effective strategy for increasing brand awareness – when done right. But what works and what doesn’t? How do you ensure that you are working with the right social influencers and what types of campaigns should you work on? In this blog post, I am going to share my best influencer marketing tips, strategies, and examples to help you generate more awareness for your business. Look Beyond the NumbersWhat makes you think someone is a social influencer? It is the number of followers/fans, right? It is only natural – if you see someone who has an audience of 200K followers on Twitter, you can easily assume that that also means they are influential simply because they have that many people following them. But that is not necessarily true. And even if it is true, it doesn’t necessarily mean that they are the right option for you, either. There are a lot of other factors that are ultimately much more important than their reach. Perhaps more importantly, who exactly they are reaching with their updates. Because at the end of the day, to get great results from your campaign, you need to be able to reach the right people – people who would be genuinely interested in your products or your services and who are likely to buy from you. When researching influencers, use tools that allow you to research their audience. For example, Upfluence lets you look for social influencers based not only on keywords, engagement levels, follower numbers, etc., but also based on their actual audience – their locations, their genders, and their ages:
Another very important factor is, of course, their relevancy in terms of the content they usually share on their channels:
You can use tools like Buzzsumo to research their content or use a web monitoring tool like Brand24 to look up keywords and find social influencers based on these keywords.
Engagement is also one of those factors that mean a lot more than reach – it is much more effective to work with an influencer who has 15K Instagram followers and gets 500 likes on their posts consistently, rather than an influencer who has hundreds of thousands of followers and generates 200 likes per post. Take a look at:
Now that you know more about what to look for in the right influencer, below are some tips and examples on how to collaborate with them for maximum results. Turn Micro-Influencers Into Your Brand AmbassadorsThere are some very inspiring examples out there of brands working with influencers successfully. One such impressive example comes from ASOS, the giant online clothing brand, who uses an entire network of social influencers from all over the world, both men and women. The influencers, known as ASOS Insiders, all use “asos_their name” as their Instagram handles and regularly post updates helping promote the brand to their audience. However, what is so great about these insiders is that they are micro-influencers – meaning that, in most cases, they have fewer than 100K followers but have fantastic engagement rates. For example, asos_lex, an ASOS Menswear Insider on Instagram, has just under 13K followers at the time of writing; yet, even though he might not have that many followers, he gets more engagement than some users who have hundreds of thousands of followers. It is not uncommon for his posts to get in excess of 400-500 likes per image; or, over 1200 views on a video featuring the unboxing of his latest ASOS suit:
And as I mentioned earlier, he is only one of many such ASOS Insiders who is consistently promoting ASOS’s products and seeing fantastic engagement on all of their posts. This can be an amazing long-term influencer marketing strategy because:
Leverage UGC and Regular People“Regular” people – i.e., regular social media users – can be a highly effective promotional tool for your business. Marketers have always named word-of-mouth as one of the most effective strategies, but when you bring it to social media, its power is even more impressive because the reach is so much bigger. Before social media brands were striving to get people talking about them with their friends and family; they can now leverage online platforms that can have a worldwide reach, beyond just friends. Glossier is a brand that has managed to create an authentic and extremely successful UGC-based (user-generated content) influencer strategy that relies mostly on micro-influencers and regular people. So, how do they do it? They don’t go after the big names; instead, they send freebies to micro-influencers and regular people who are fans of their products, who then post updates and blog posts featuring their products. Like beauty blogger Mandy Ferrugia, who posted this update to promote her blog post where she reviews Glossier’s latest mascara:
As you can see in the post, her followers are very excited about this new mascara – and not only that, but she also references the discount you can get when you make your first order of Glossier products. This is another great tactic that is worth using in your own strategy; create a special discount for the influencers you work with so that you can boost referrals of your products and services. Another terrific example of a brand successfully leveraging UGC from influencers is Sperry, a boat shoe brand. Their 2016 micro-influencer marketing campaign generated amazing results for their brand; their strategy was to reach out to micro-influencers who are already posting images with their products and having them create content for the brand, to be posted on their account. And they are still going strong now – on their Instagram profile, they promote their #SperryMyWay hashtag to get people to take pictures of their products, and the best ones get featured on their profile. Which then helps them generate posts like this one:
ConclusionWhat makes these campaigns so successful is that these brands work with the right influencers; they don’t focus on numbers and reach; instead, they prefer to focus on results. Not only that, but they also encourage authenticity; the posts don’t feel like ads, and because of this, they generate terrific engagement and massive interest from followers. SEO via SEMrush blog https://ift.tt/1K8Zzbp June 29, 2018 at 03:30AM
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What Do SEOs Do When Google Removes Organic Search Traffic? - Whiteboard Friday https://ift.tt/2Khosgi Posted by randfish We rely pretty heavily on Google, but some of their decisions of late have made doing SEO more difficult than it used to be. Which organic opportunities have been taken away, and what are some potential solutions? Rand covers a rather unsettling trend for SEO in this week's Whiteboard Friday.
Click on the whiteboard image above to open a high-resolution version in a new tab! Video TranscriptionHowdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we're talking about something kind of unnerving. What do we, as SEOs, do as Google is removing organic search traffic? So for the last 19 years or 20 years that Google has been around, every month Google has had, at least seasonally adjusted, not just more searches, but they've sent more organic traffic than they did that month last year. So this has been on a steady incline. There's always been more opportunity in Google search until recently, and that is because of a bunch of moves, not that Google is losing market share, not that they're receiving fewer searches, but that they are doing things that makes SEO a lot harder. Some scary newsThings like...
Potential solutions for marketersSo, as a result, I think search marketers really need to start thinking about: What do we do as Google is taking away this opportunity? How can we continue to compete and provide value for our clients and our companies? I think there are three big sort of paths — I won't get into the details of the paths — but three big paths that we can pursue. 1. Invest in demand generation for your brand + branded product names to leapfrog declines in unbranded search.
The first one is pretty powerful and pretty awesome, which is investing in demand generation, rather than just demand serving, but demand generation for brand and branded product names. Why does this work? Well, because let's say, for example, I'm searching for SEO tools. What do I get? I get back a list of results from Google with a bunch of mostly articles saying these are the top SEO tools. In fact, Google has now made a little one box, card-style list result up at the top, the carousel that shows different brands of SEO tools. I don't think Moz is actually listed in there because I think they're pulling from the second or the third lists instead of the first one. Whatever the case, frustrating, hard to optimize for. Google could take away demand from it or click-through rate opportunity from it. But if someone performs a search for Moz, well, guess what? I mean we can nail that sucker. We can definitely rank for that. Google is not going to take away our ability to rank for our own brand name. In fact, Google knows that, in the navigational search sense, they need to provide the website that the person is looking for front and center. So if we can create more demand for Moz than there is for SEO tools, which I think there's something like 5 or 10 times more demand already for Moz than there is tools, according to Google Trends, that's a great way to go. You can do the same thing through your content, through your social media, and through your email marketing. Even through search you can search and create demand for your brand rather than unbranded terms. 2. Optimize for additional platforms.
Second thing, optimizing across additional platforms. So we've looked and YouTube and Google Images account for about half of the overall volume that goes to Google web search. So between these two platforms, you've got a significant amount of additional traffic that you can optimize for. Images has actually gotten less aggressive. Right now they've taken away the "view image directly" link so that more people are visiting websites via Google Images. YouTube, obviously, this is a great place to build brand affinity, to build awareness, to create demand, this kind of demand generation to get your content in front of people. So these two are great platforms for that. There are also significant amounts of web traffic still on the social web — LinkedIn, Facebook, Twitter, Pinterest, Instagram, etc., etc. The list goes on. Those are places where you can optimize, put your content forward, and earn traffic back to your websites. 3. Optimize the content that Google does show.LocalSo if you're in the local space and you're saying, "Gosh, Google has really taken away the ability for my website to get the clicks that it used to get from Google local searches," going into Google My Business and optimizing to provide information such that people who perform that query will be satisfied by Google's result, yes, they won't get to your website, but they will still come to your business, because you've optimized the content such that Google is showing, through Google My Business, such that those searchers want to engage with you. I think this sometimes gets lost in the SEO battle. We're trying so hard to earn the click to our site that we're forgetting that a lot of search experience ends right at the SERP itself, and we can optimize there too. ResultsIn the zero-results sets, Google was still willing to show AdWords, which means if we have customer targets, we can use remarketed lists for search advertising (RLSA), or we can run paid ads and still optimize for those. We could also try and claim some of the data that might show up in zero-result SERPs. We don't yet know what that will be after Google rolls it back out, but we'll find out in the future. AnswersFor answers, the answers that Google is giving, whether that's through voice or visually, those can be curated and crafted through featured snippets, through the card lists, and through the answer boxes. We have the opportunity again to influence, if not control, what Google is showing in those places, even when the search ends at the SERP. All right, everyone, thanks for watching for this edition of Whiteboard Friday. We'll see you again next week. Take care. Video transcription by Speechpad.com Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read! SEO via SEOmoz Blog https://moz.com/blog June 29, 2018 at 02:17AM |
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