“Trending News: Wearable AI Market Overview and Forecast Report 2020-2026 – Top players: Apple, Samsung, Google, Microsoft, Sony, etc. | InForGrowth - Jewish Life News” plus 1 more

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“Trending News: Wearable AI Market Overview and Forecast Report 2020-2026 – Top players: Apple, Samsung, Google, Microsoft, Sony, etc. | InForGrowth - Jewish Life News” plus 1 moreTrending News: Wearable AI Market Overview and Forecast Report 2020-2026 – Top players: Apple, Samsung, Google, Microsoft, Sony, etc. | InForGrowth - Jewish Life NewsPosted: 15 Jul 2020 06:57 AM PDTWearable AI Market is anticipated to discover Robust Growth by 2026. This report focuses on the leading key players with global perspective with a professional and in-depth study on the current state of Wearable AI Industry. Wearable AI market research report provides important market strategies and Latest trends with discussion of market consumption, major drivers, restraints and market share forecasted to 2026.The Wearable AI Market Report further describes detailed information about tactics and strategies used by leading key companies in the Wearable AI industry. It also gives an extensive study about different…

“Opinion: Keywords no longer make the marketing world go round - AdAge.com” plus 2 more

“Opinion: Keywords no longer make the marketing world go round - AdAge.com” plus 2 more


Opinion: Keywords no longer make the marketing world go round - AdAge.com

Posted: 03 Jun 2020 12:00 AM PDT

Recent trends and Google's latest algorithm prove that searching is about the user, not the keywords. The same applies to marketing. When marketers double down on keywordbased methods and practices, they lose sight of the consumer. It's time we consider a new approach.

Why keyword practice is outdated

Our current keyword approach was a natural evolution of how digital marketing evolved. Early software couldn't understand full sentences, so people dumbed down their queries. Then Google hit the scene with a revolutionary concept that factored in how many websites linked to a particular webpage and how many votes that webpage has—yet the whole mechanism was still based on keywords. In 2000, Google launched AdWords (now Google Ads), a platform for buying keyword text ads on Google Search.

These developments kept reigniting the keyword flame, and the entire industry post-AdWords followed. Strategies, research, ad spend and copy were built around keywords. An entire ecosystem arose around them. We were trained to use them and conditioned to believe in them. 

Early on, searchers looking for "polarized sunglasses" would click on the first result. As technology became prevalent, savvier consumers considered more options and developed greater affinities for brands that seemed credible.

Today, it's not about who ranks first for a keyword—it's about brand positioning. Consumers look at Instagram and influencers and "About Us" pages. They ask, "Do I believe the brand is authentic?" These new considerations relieved the pressure on the old keyword approach and refocused strategies on product quality, users, and the customer experience.

Understanding users takes precedence over the caveman keyword approach. Consumers might find you that way: The top Google result nets a 32 percent click-through rate on average. But once they enter the consideration phase, your keyword rankings won't help. 

A better method: research

A single keyword can't answer shifting consumer queries like "How do you buy stocks?" or "Can I suspend my mortgage payment?" So what should marketers do instead? They should go straight to prospective customers and conduct marketing research. You know there's an audience, but you don't know how to market to them. Identify and clarify what customer information you need. For instance, if you're selling soda to millennials, you'll need to know what prompts their soft-drink purchases.

Once you've defined your research questions and objectives, you can design a survey. Use what you know about your potential customers' preferences and pain points to design the questionnaire. In this case, asking "Why do you buy soda?" won't be as effective as "Would you rather buy from a brand that donates a purchase percentage to charity or a health-
conscious brand that sources locally?"

Run an incidence test (if you use screening questions) to determine the rate of qualified responses. Finally, execute the research survey, collect and organize data, and then analyze and interpret the data to extract marketing insights. 

This time, Google has it right. It's time to focus on users and their intent, not useless keywords. Ultimately, talking to your prospective customers leads to higher conversion rates. 

Best SEO keyword research tools of 2020 - TechRadar

Posted: 01 Jun 2020 12:00 AM PDT

The best keyword research tools are essential if you want to better understand how to develop targeted traffic streams to your website. This means being aware not just of which keywords you think you want to target, but also checking them against which keywords people are actually using. 

Luckily there are a number of tools available that can help provide not just keyword search data, but also generalized traffic analytics to give you an idea of potential traffic volumes for ranking well against these. Additionally, some keyword ranking tools rate keywords based on competitiveness, to give you an idea of the difficulty level of targeting these.

Become a Content Master: How to Ensure Your Thought Leadership Doesn't Go Unnoticed - JD Supra

Posted: 23 Jun 2020 04:35 PM PDT

It would be great if, after hitting "publish" on a new piece of content, your connections would notice and it would be widely read. In reality, it takes a lot of work to build the many parts of a successful content marketing strategy.

You can't solely rely on search engines and a handful of followers and blog subscribers to boost your organic volume. Content producers need to establish syndication connections and build a strategy to ensure that each piece of content is read by key influencers and your target audiences.

Also remember that when you post new content to social media via a status update, only a small percentage of your friends/followers will actually be online at that moment to see it. Many of them will never see your content, depending on the time of day and their settings.

Successful content writers are social media specialists, marketing and SEO specialists. And it's not hard to master all of these. Here are some tips for optimizing exposure of your thought leadership:

  • Write short copy to introduce the content for posting on social media.
  • Research the right hashtags to accompany your post.
  • Ask a select group of others to promote your content to their networks (and do the same for them).
  • Post your content in various LinkedIn groups to reach others outside your immediate network –LinkedIn Groups have exploded in power over the past few months.
  • Most social networking sites and online forums allow content promotion as long as it's valuable, relevant to the community, and not blatant self-promotion
  • Promote content through partnerships (also to reach prospects outside your network)
  • Utilize a content syndicator to enhance the reach of your posts
  • If your content covers multiple topics, create a different status update for each topic and then spread those out over the course of a few days.
  • Keep it short, simple, and easy to read by using headings, bullets and lists. Keep paragraphs to only two or three sentences.
  • Add your latest blog post or client alert to your email signature. You never know when a prospect, vendor or client might read a post that sparks a conversation or creates an opportunity.
  • Use images, graphics and videos to tell a story where possible. Visual content is more engaging, and can often tell the story quicker and more succinctly than words alone.
  • Keyword research and integration can have a big impact on search engine rankings and traffic. Scan through your content and pick out the main topics covered in your post. Plug those terms/phrases into Google Adwords' free keyword suggestion tool. Note the most popular search terms and variations in phrasing and wording. Go back to your content and enhance your post title, content, meta description and tags with those popular terms/phrases.
  • One of the most powerful and misunderstood mechanisms of a blog is its RSS feed. This enables you to automatically feed your blog's content to many social networking sites. This can significantly expand your reach and save you hours of time versus posting content manually.
  • Send certain VIP contacts an email with a link to your new article and a note that says something along the lines of "I thought you might find this article of interest." Make sure to look at your analytics to see if they actually clicked on it.
  • If you have an e-newsletter (which you should), you should incorporate your blog posts and client alerts. Look at your analytics to see which posts get the most clicks and do follow-up blog posts on those topics.

I hope I've given you some ideas on how to take your content to the next level. Remember that content marketing is a long-term marketing investment that will show ROI if you are patient. Every piece of content you produce helps to build your brand and your authority as a subject-matter expert, which can help lead to new clients and referrals.

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Stefanie Marrone helps law firms effectively tell their stories and find their unique voices. Over the last 18 years, she has worked with some of the most prominent and innovative law firms in the world, developing and executing global revenue generating business development and communications strategies, including media relations, branding, and multichannel content marketing and social media campaigns. She is very passionate about using social media for lead generation and brand building. She has a diverse range of experience in both Big Law and mid-size/small-law firms. Connect with her on LinkedIn and follow her latest writing on JD Supra as well as her blog The Social Media Butterfly

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