The present day market is saturated. There are almost no marketing strategies left where you’ll not face any competition. Unless what you have is a groundbreaking product, it is very difficult to stand out from a crowded marketplace. Consequently, you need to keep looking for alternatives to sneak into people’s imaginations. Advertisements are a way, but how much can you squeeze into a half-a-minute long media file? Here is where the Evangelism Marketing comes into play.
Brand evangelism is a word-of-mouth marketing where customers voluntarily recommend your product to others, and will practically do the marketing on your behalf. People are less skeptical of a marketing evangelist as opposed to other hard-core selling techniques, simply because that person is not affiliated nor associated with a brand. As a result, there’s a higher chance of converting a potential lead into a definite sale when you use brand evangelism.
Evangelists can be carved out of loyal brand followers. If you are a startup looking to establish your presence in your chosen niche, you need to identify who your target market is even before you launch your product. Once the connection has been made, and the lead or prospect has been turned into a paying customer, you’ll face the challenge: turning that one-time customer into a customer for life. If you can even turn one loyal customer a month initially, it is a huge positive.
Establishing brand loyalty is important because these kinds of customers will not just buy your product; they also become your brand’s passionate advocates. You get new business based on word-of-mouth recommendations and referrals from them. The best thing about this? These loyal customers come across as credible, unbiased, and authoritative because you haven’t paid them a single cent.
This marketing strategy does sound quite lucrative and relatively simple. However, there are a lot of principles involved in it. The simpler the strategy, the harder it is to master it. So how do you perfect Evangelism Marketing so as to have an efficient group of loyalists doing your bidding? We’ll discuss these principles in the next post.
AMWAY review has credibility for being a great business in the DSA or MLM sector due to the fact that they have actually been around for so long. If you personally have actually attempted the products and also believe they excel, after that this might be an excellent business for you to sign up with. Nevertheless, you must know that individuals making big money in the firm are the ones that grow their team.
If you plan to offer products just, this will only give some side cash money for you. If you prepare to hire individuals into the company, you require intent on the best ways to hire beyond your network of friends/family/coworkers because an organization must be able to depend on its very own– not reliant on your friends to buy your things!
AMWAY business has actually been undertaking modifications in a recent couple of years due to a claim. This has resulted in a lowered quantity of pressure for suppliers to buy items as well as training, in addition to much less buzz in their sales claims. I personally discover it except that the company is making these adjustments! I am really rough in my NETWORK MARKETING business reviews, as well as normally, 2 of my large complaints are that IBOs are needed to purchase items on auto-ship which the items they offer do not satisfy assumptions.
Mentioning items, the primary various another thing I like about AMWAY is its items. The firm does use a wide range of items, as well as there is absolutely still a need for them. This company has been around because 1959, and also although it’s undergone modifications throughout the years, I don’t believe it could have endured this long on buzz alone.
Is AMWAY A Fraud?
Is AMWAY A Scam? AMWAY is not a fraud. AMWAY is a legit company and its organization design is around reference-based marketing (MLM/direct sales sector) rather than spending for marketing, signboards, television commercials, and so on. They pay their IBO’s or suppliers a little payment for helping them obtain the word out when somebody acquires a product from that IBO.
The factor you may be assuming that it’s a fraud or pyramid system is because you have actually heard of someone that really did not earn money with the company or that you don’t wish to lose money. The rip-off claims happen from IBO’s who do not find any kind of success with their organization. Now, remember.
The majority of AMWAY IBO’s have no abilities or knowledge of how you can run an effective business. So, they aren’t sure anything regarding recruiting, funding, shutting, destination marketing, generating leads, and constructing a successful business.
This brings about them thinking AMWAY is a scam or previous reps wind up giving the business a poor online reputation since they say the AMWAY rip-off holds true which it is not.
Can you really generate income with AMWAY though? The response is YES, but you require a game plan as well as advertising approach in order to generate web traffic, leads, close sales,
as well as grow your business/team of consumers as well as IBO’s. Click here!
The AMWAY Organization Design
Like a lot of Network marketing, there are 2 facets to constructing a service with AMWAY. There’s the product retailing and afterward, there is the recruiting of leads to build your downline as well as increase your earnings.
With AMWAY, you’re told to utilize the items and change everything you would normally purchase with stuff from AMWAY. It’s supposed to conserve you cash, boost your life and at the same time, make you some money.
Factors are awarded for items you market, and a compensation check is sent out to you based upon how many factors you make. This remains in enhancement to the revenue you make on products marketed. As you construct your network, you’re advertised to various degrees which assists raise the earnings you’re obtaining.
AMWAY has lots of various items for you to select from consisting of fat burning, residence items like their air cleaner and water purification system, Nutrilite nutritional supplements, charm products, cleaning products as well as several others.
You can likewise opt to retail items (just like affiliate advertising and marketing), from AMWAY companion stores like Sears, Barnes & Noble, Finest Buy, Office Depot, K-Mart as well as much more.
So, you could essentially offer anything that somebody might need through your AMWAY business and also make money.
If you resembled me when I was given this possibility at that time as well as you aimed to sell every as well as anything depending on the requirements of the person you were targeting.
Usually, I would hand them a catalog since I really did not truly understand exactly what they actually needed, or I would try to reveal them the strategy.
This result in an extremely frustrating experience for me and I wound up quitting. Like a lot of other individuals.
The trouble is that lots of people who sign up with AMWAY do unknown the key to marketing the items and their upline do not educate them
Although it economical to start an AMWAY organization, the expense in preserving it is fairly high up on a regular monthly basis about other business in the network marketing particular niche as a result of the inadequate point to dollar proportion. Expect to be in the red for quite a time due to this truth.
As a simple offline network marketing firm, AMWAY can be profitable from a retail sales standpoint, however, the actual money and also leverage comes from developing groups of leaders, not slinging item.
It feels that this year has very much been around “fast is the only speed,” given we know that mobile search is now so prominent and the forthcoming mobile-first index draws ever closer. Certainly, amongst the technical SEOs out there, there has been a huge focus on TTFB (time to first byte). This will continue into 2018 as sites begin to be increasingly judged on their performance on smaller screens and slower connections.
On the subject of speed, at the beginning of 2017 there was still much resistance to AMP in the SEO community overall, but as we head toward 2018 that feels to be dissipating now somewhat with a reluctant acceptance that AMP looks as though it’s not going away any time soon. Google have worked very hard at pushing forward with AMP, both from a development and a PR perspective given the education of the masses needed to encourage implementation.
There have been some impressive case studies for larger sites reported, however the ‘out of the box’ plugins are still trailing which still leaves the majority of businesses without considerable dev budget somewhat behind for now. One thing I would note is that the AMP for WP plugin on WordPress looks to have come on leaps and bounds this year, which could affect millions of smaller organizations positively in the future. Not perfect yet, but definitely getting there, and like anything else in a minimum viable product world things should begin to trickle through, and with them, adoption over time.
In 2018 there will be an even bigger focus on machine learning and “SEO from data.” Of course, the amplification side of things will continue to integrate increasingly with genuine public relations exercises rather than shallow-relationship link building, which will become increasingly easy to detect by search engines.
Something which was troubling about 2017, and as we head into 2018, is the new wave of organizations merely bolting on SEO as a service without any real appreciation of structuring site architectures and content for both humans and search engine understanding. While social media is absolutely essential as a means of reaching influencers and disrupting a conversation to gain traction, grow trust and positive sentiment, those who do not take the time to learn about how information is extracted for search too may be disappointed.
Furthermore, this will be particularly evident if organizations who don’t invest in educating on SEO decide it’s “too difficult” and pull SEO budget, failing to realize that all of these channels must work together to gain the maximum halo-effect, given the always-connected nature of the modern searcher.
It’s not a case of pulling budget from one channel and putting it into another or eliminating another altogether. A blended-approach is absolutely essential nowadays, with SEO as a key part of that mix.
Voice search will continue to pick up pace and optimization for this new type of search will become increasingly important as spoken word device uptake continues. Brand sentiment will become increasingly important as the trusted source of data and “single answers” in a voice search environment, but understanding the technology behind this wave will also be essential.
Fast, secure, mobile-optimized websites are the future. Websites should reflect the clear purpose of the company and have an easy-to-use interface.
In 2018, your SEO success won’t depend on how well you optimize your website for Google. Google now looks beyond content and all technical requirements. These are now simply a must.
You have to build your brand. A strong brand ensures trust, greater user engagement, and bigger success in search.
So, on top of content marketing, SEO now should be deeply aligned with your company’s PR efforts. They have impacted SEO in the past as well by bringing backlinks, and now it’s even more. Now bigger brand authority is crucial to your SEO success.
Technical SEO and on-page SEO will get you to SERPs, but it’s the strong PR game that will get you to the top.
From a technical SEO perspective, we’re going to see microdata and schema markup be important for Google indexing. But also expect Google’s AI to incorporate that data into more rich snippets and featured snippets for mobile, desktop, and other users who may not necessarily click directly to a site but take action upon that data and other forms of calls to action.
I feel that page content naturally answering user questions and expectations of user intent is going to be more important as well. It’s not just about having content that ranks for keywords but also making sure that that content is exactly what the searcher is looking for. Recently I’ve noticed the sites improving their rankings are those that address user intent and answer questions correctly and efficiently, even sites that are new or have few links built to them.
I would not be surprised to see Google replace featured snippets with advertisements, rich internal data, or with AI-built answers that are a mash-up of all of the relevant information to the query, which is being fed into Google in tables, bulleted lists, publicly accessible information, and content that has been curated from multiple sources.
I feel that technical SEO mistakes that affect crawl budget — and also pollute Google with non-SEO-friendly content such as social landing pages, WordPress media archives, offer pages and cloned e-commerce product pages — will have a more detrimental effect on sites moving forward.
In the upcoming year content budgets that are established purely for link acquisition will need to become multimedia marketing efforts and strategies that will attract targeted users via multiple different formats in an effort to build quality traffic and quality interaction, which will become more of a quality standard moving forward. Links and technical SEO are the largest pieces of the pie, but multimedia efforts such as video, photos, and podcasts will be the game changer and differentiator in many competitive markets.
Last but not least, I predict we will see a rise in consumer brand-oriented companies acquiring traditional media companies as an alternative to the outdated advertising models that are failing those media companies today. I think we’ll see this as a strategy used by companies to fast-track their content marketing efforts and acquire targeted audiences. I would not be surprised to see this start with media companies that have recently been in the news for tremendous drops in revenue.
In my opinion, the biggest three SEO trends for 2018 will be:
Mobile-first indexing: Google announced it will be switching to mobile-first index in 2018. The best practice is to make a responsive website, and there’s no excuse to avoid doing that in the coming year. Otherwise, your site’s rankings and user experience may suffer.
Semantic search: This is about returning meaningful results based on user intent, location, search history, and other parameters. To win in the world of semantic search, you need two things: to understand the user intent and have quality and crawlable content to match this intent.
Position zero: This is a complex topic, but I’ll try to make it as simple as possible. First, you need to identify a simple question and provide a straightforward and valuable answer. Second, you need to make it easy for Google and users to find, which is to be achieved by adding the structured data markup.
Beyond the three trends above, it’s crucial to zoom out of the SEO buzzwords and remind yourself of your ultimate SEO goal. And the goal is not to master the trends, but rather to build a reliable SEO process that will bring organic traffic to your particular website. This circles us back to understanding the Google algorithm and competition analysis.
The SEO trends for 2018 and the years to come are not some detached concepts you need to tackle separately. On the contrary, these trends are part of one Google algorithm, a constantly evolving and very sophisticated system, which works differently in different niches, with different languages, in different countries, and on different devices.
The only way to outsmart the algorithm is to see how it actually works today, in your particular niche, for the market leaders. In other words, whatever the trends for the current year are, my tip is to always start with competition analysis.
Over recent years, organic search has become the largest driver of website traffic. However, opportunity has brought challenge. The changing and dynamic visual SERP has meant that organic results can appear below the fold and, in many instances, paid results can take prominence.
In 2018, SEO marketers need to up their game and shift their focus beyond rank and towards revenue. Having experience that spans multiple channels with an integrated mindset — especially on SEO and PPC synergy, combined with a performance mentality — sets up people who are new to the market for success. For marketers who were brought up in the ‘traditional SEO market,’ 2018 is a time to adapt or die.
Algorithmic chasers, technical SEOs, and Google Doodle followers should hone their technical skills to focus on emerging voice search technologies and AI applications. Content is key but content alone is no longer king; content, context, and relevance will drive performance of content and digital marketing, and SEO is part but not full parcel.
From a strategic and development perspective, a new era of customer-first marketing means that SEO marketers need to find new ways to understand preferences and communicate with audiences in multiple and meaningful ways and across all channels. SEO is part of a new and complex way of building authentic relationships with customers and brands.
In 2018, marketers can no longer be lazy with the content they create and the campaigns they optimize. And, to elevate personal and professional performance, marketers must learn how to up-level conversations across their organization and across multiple departments. To get executive buy-in, SEOs need to talk a different language — a CMO is not interested in a list of rankings, they want to know the impact of SEO on performance. In 2018, SEO is content and content is SEO, content is digital and digital is content. Don’t be left behind.
Every year we come out with views on trends. Every year site owners ignore what matters.
This year, however, it’s going to be more of the same.
Mobile. Security. Speed. Some people will claim PWAs when they’re really full of crap or just don’t understand scale limitations and the harm PWAs cause.
As the SERPs continue to get more competitive, brands must be prepared for voice and mobile and should also have high-quality content and links as these are going to be the most influential factors on search visibility in 2018.
As much as we’ve heard it before, content is very important. With Google using intent as a signal of the quality and usefulness of your content, you must act like a publisher that creates high-quality content that is not only relevant but useful in the moment of need and meets end user intent. If you have low-quality content and the content is not engaging, you might get impacted by Panda.
Google is big on the user experience. With users moving away from desktop and using mobile phones and other devices and desktop usage declining, it is imperative you have a fast-loading website that provides a great experience across all devices and platforms so users can find what they are looking for quickly and easily.
Over 20 percent of queries are via voice search, according to Google, and users are asking more “how to”- questions along with other question-related content. This means brands must have sound content strategies that dominate quick answers.
Voice search is changing the way users are communicating with Google and other search engines to find relevant answers to their questions and it is becoming an integral part of the Google experience. SEMrush and other providers offer tools that show you what traffic is from featured snippets, etc. and it is rumored Google is working on something for voice searches in Google Analytics.
You should also use structured data to provide search engines with the information they need to better understand what’s on your site to maximize clicks, visits, and conversions. The Schema Tester can help with testing your markup.
And, at the end of the day, links are still at the heart of Google’s algorithm. Having high-quality links from different referring and followed domains is still important. If you make a great site with great content and your site is a resource people gain value from, you should not have a problem getting links naturally.
Voice search is going to be more important in 2018. With the expansion of mobile and new home assistance devices like Alexa, Echo, and Google Home being developed into home products, voice search is going to grow exponentially.
Smart marketers will be seeking ways to prepare for this development and will need to optimize to find their way into the answer for voice searches. Voice searches tend to be more verbose so delivering more relevant responses may require different strategies.
Accountability of your SEO efforts is another area that is growing in importance. Going forward SEOs need to be able to quantitatively show the value of their online marketing by identifying and implementing Key Performance Indicators (KPIs) which will demonstrate the value added by their SEO initiatives. If you haven’t already done so, 2018 is a good year to get certified in Google Analytics.
The biggest shift I think we’re going to functionally see is in content.
Historically, as marketers, we’ve looked at content from the perspective of driving people into the funnel we want them traveling down or as a link building/social media tool. I think what we’re going to see in 2018 is a significant shift in how content is laid out and what content is put on a page or site.
As machine learning improves, we’re seeing a rapid growth in Google’s ability to understand not just language, but user intent. As these both advance, what we’re really seeing is Google’s ability to judge a page/site’s ability to fulfill the searcher’s intent improve dramatically.
And so when a user searches for “asparagus bicycle” Google is no longer just judging the authority of the page and it’s content but what type of content it contains, and what various types of content the query may be requesting.
Is the user looking to buy such a bicycle? Is the user looking for the cooking utensil? Or do they just want to know the history of such an obscure phrase?
It’s the page that offers the highest probability of matching possible intents that will win, meaning we as content producers will be looking at ways to maximize those odds by answering multiple intents. We’ll be looking to attract and serve even those visitors who aren’t looking for our products or services because serving them allows us to improve our probability of ranking the query that is entered by those who will convert.
And let’s not forget media types. Do those various personas have different media preferences? If they do we’ll be looking to cater to that as well.
2018 is going to be a pivotal year in how to approach and understand content and how content is digested by searchers and what their expectations become.
The 5,000-word ultimate guide-type article continues to be valuable for users while also ranking well. However, the length is not practical in every scenario. In some cases, creating several pieces of related content is the better option to cover a topic.
Several models exist for this method, but in my experience, there are three keys to creating clusters that rank well and promote a positive user experience:
Start with keyword research to determine what information the target audience is looking for.
Make sure each article covers a defined segment of the topic and avoid keyword cannibalization.
Format the cluster so all the articles in the series are readily accessible to users. A related links section can work for a smaller cluster, but you can also use internal linking and anchor text to tie the series together. This also helps Google connect your content, increasing rankings across all the articles.
I think the single biggest trend we’ll see in 2018 is businesses trying to figure out how to integrate AI into their content marketing strategies.
A lot of companies will spring up purporting to produce cheap, AI-driven content. These will likely be little more than advanced content spinners.
Much of the early adopters of AI-produced content will be disappointed, except for those that are happy with slightly better versions of the cheaply spun content that is being produced today.
Ultimately, by the end of 2018 or mid-2019, we’ll see a swing back to “natural” content produced by real humans who can produce valuable content that actually provides value.
Google has been hit hard this year with accusations that their algorithm is too forgiving of “fake news.” It mirrors the accusations they were getting hit with about content farms shortly before Panda, only now it’s happening in a hostile political climate.
They’ve had a patent on the books for a couple years now for an algorithm called “knowledge-based trust” that is supposed to help them identify which information is factual, and they’ve never had a stronger incentive to implement something like that than they have now. I wouldn’t be at all surprised if sites with a reputation for publishing fake news started getting hit hard next year.
2017 also saw a long list of “Phantom” updates that targeted sites with thin content, ads above the fold, misleading links, deceptive advertising, interstitials, and other interface-breaking forms of manipulation. We can expect that trend to continue in full stride.
Finally, Google issued an outright warning this year about manipulative guest posting, which isn’t the kind of thing they typically bring up without having something in the works. There’s been a bit of resurgence in old-school “article marketing” style “guest posting,” and I’ve been around long enough to see that this kind of manipulation never lasts. So keep your eyes out for a guest-posting algorithm in 2018.
Two big SEO trends to watch in 2018:
Trend 1: You Need to do More With Content
You want to know one of the most important consequences of machine learning? For Google, I believe that it’s an ever-increasing ability to better understand content relevance, quality, and overall value on a topical basis.
This is going to shake up the search results over the next couple of years, particularly on informational topic. As a result, nearly all of us are underinvested in content creation and promotion.
So one thing you should do in 2018 is invest more in the content your publishing on your site, the content you publish off-site, and how you promote both.
In particular, focus on content that addresses specific user needs, and don’t be afraid to address a number of very specific topics. If you execute this the right way, you’ll get a strong payoff in the long run.
Trend 2: Featured Snippets
Yes, people talk about these a lot already, but I don’t think they realize that they will be far more important in the near future. By 2020, one estimate (from Andrew Ng, Chief Scientist at Baidu) says that 50 percent of all searches will be via voice or image. Data that we’ve published at Stone Temple says that two-thirds of people already use voice commands with their phone at least some of the time.
And, according to Strategy Analytics, by 2020, 75 percent of all Internet-connected devices will be something other than a PC, smartphone, or tablet. That means that most devices will be driven by voice interaction. While many of these may have companion screens, people will get used to interacting with them via voice, and receiving their answers back via voice.
The practical upshot of this is that you’ll be getting one single canonical answer. That coming reality is the reason that Google and Bing are pushing featured snippets so aggressively.
They are striving to be able to determine the one best canonical answer, as in this new reality, it will be critical to the quality of their service, far more so than is the case today (where the first reason being wrong is not a crisis if the second one is right).
That means it needs to be a huge priority for you, too. If most of the info searchers receive will be in a list of results containing only one answer, either you’re the source of that answer, or you’re not. And, yes, you want it to be you, and not your competitor.
Three things stick out to make big movements in 2018:
Integration with Paid Media/Marketing
If you ask five brands where their SEO team sits, you’re going to get five different answers. As an industry, we’ve had a hard time figuring out where to “put” SEO in the org — Is it IT? Is it .com? Is it marketing? Is it PR? — because SEO is really all of those things.
While that won’t get solved in 2018, we need integrate the SEO team alongside other marketing, both paid and owned initiatives. The brands that give their channels visibility into what the other channels are doing will be the brands that win.
There Are Other Engines Out There
Google gets our lion share of attention, but it’s not the only kid on the block. Customers have more options to choose from, and they’re looking to social networks to start that searching, places like Pinterest, Houzz, Next Door, Facebook, and Trivago.
Paid placements exist to buy our way into these platforms, but we have to start thinking (and prioritizing) how we can improve our organic rankings in these. Let’s also not forget that some 55 percent of U.S. online shoppers are starting their product searches on Amazon, too.
Optimizing for New Search Methods
Just like Google isn’t the only search engine anymore, written, text search isn’t the only way people are searching. Voice search and image search are becoming the new norm.
2018 will continue to focus on preparing websites for the shift to a mobile-first index. Google is giving us plenty of time to address issues before the switch occurs in 2018 and even then we are told, it will be a gradual rollout.
In the meantime, we should focus on continually improving essential factors such as mobile UX, page load times, and content analysis.
If you’re not in an industry where there’s an advantage to using AMP, take some valuable tips away from the project instead. Focus on clean, simple design free of unnecessary fancy animations and effects and do your best to load those pages as instant as possible.
You should be reading through your pages and remove any “fluff” content that doesn’t need to be there. Mobile real estate is way too valuable to waste space that’s not meeting the needs of our searchers. Focus on providing a clear and concise call-to-action. Let’s keep it simple.
Aside from mobile, in the past, our primary focus may have been to solely drive relevant traffic via search engines to our websites, today that is no longer enough. Our SERP competition becomes more fierce daily; personalized search influences rankings, Instant Answers, featured snippets, and more ads are occupying our organic space than ever before.
Getting the number one spot on Google doesn’t hold the same value we fondly remember from the past. As marketers, we need to be equally focused on converting the traffic we do get and making sure we provide an exceptional customer experience overall.
I’ve seen a massive increase in the usage of chat functionality by visitors who are expecting instant answers or assistance to meet their needs. Some sites may need a knowledgeable, well-spoken individual responding to questions while other customers are happy to book appointments or confirm purchase ship dates with a bot, it’s going to vary from site to site.
In an industry whose primary product/service can be confusing or overwhelming, try reaching out first to site visitors and offer to help answer their questions. This tactic is especially useful if you’ve noticed they’ve been on a particular page for a while. Searchers today have been conditioned to want info fast and if you don’t give it to them, your competitors will.
The role of an SEO is continually expanding and evolving, and it’s crucial to recognize how to send the right messages at the right time. Take the time to learn about the sales journey our customers or clients may take.
If you’re in front of a cold audience with your “Buy Now” button directly in their face, you might be missing opportunities, especially for more significant ticket items. Consumers need to become familiar with your brand and build a level of trust before making that purchase.
Learning how to interpret your data and identify critical missing elements in your sales funnel. Also, see this as an excellent opportunity to open up communications with and learn from our paid search or social partners. Let’s take full advantage of that opportunity.
What has been really interesting to me over the past couple of years is watching answer boxes, featured snippets, and knowledge panels take over more space in search results. It’s had a big influence on our content marketing objectives and — for many of our clients — we were able to take advantage early.
Heading into 2018, I see the search results further growing and changing. As a result, understanding our users, the intent of their searches, and what the search results are showing is more important than ever.
You may not want to create top of the funnel content. However, if your audience is looking a particular phrase and it’s top of the funnel, you need to think about what content you really need.
We spend a lot of time working with local businesses, and by far one of the biggest areas we see for improvement comes with the implementation of Schema. With new restaurant Schema types released this year, it’s obvious Google leans more and more on structured data as it seeks to provide the most relevant answers.
And surprisingly enough, links still matter. Local businesses, maybe more so than any other business type, can reap some of the largest SERP ranking improvements from link building, yet are often times completely ignoring link building.
From sponsoring local events to discounts for local organizations and associations, many local businesses spend immense resources on being part of the fabric of the community but fail to take advantage and extend those efforts to their digital footprints.
If local businesses spent time implementing Schema and making link building a priority for 2018, they’d reap the rewards of improved rankings and increased site traffic for years to come.
In 2018, if the removal of net neutrality passes, it will likely be an even greater challenge to find traffic. While an SEO’s job will likely not change much, there may be major changes and even much less granularity in terms of segmented audience channels in analytics reporting and SEO audience targeting.
As networks (presumably) increase prices and take away the ability of others without access to see those traffic streams, it will be even harder for an SEO to identify methods of optimization to attract quality traffic to their clients’ websites. Much of it could end up being at the hands of the network, filtering down to the search engines as appropriate.
Under the removal of net neutrality, people with spending dollars will prioritize their more favorite network packages (like Facebook and Twitter vs. Pinterest and Tumblr) over those who are less important to them, which can likely create greater insight into audience consumption behavior. But, the reporting will come at an ever-skyrocketing cost, likely greater than if net neutrality were left alone.
Aside from the speculation of the passing of net neutrality removal, mediums for organic reach will continue to shift towards mobile, with mobile increasingly becoming a focus of online marketing efforts. Even better site speed, responsive design, and mobile-focused elements will be more important to optimize for.
Local search and voice search will continue to be on the rise, as greater emphasis on “near me” searches increase, and people continue to use voice search as an easier means to accomplish their objective.
It will be even more important to focus on things like AMP, mobile site speed optimization, mobile UX optimization, along with local and mobile audience targeting. Conversational search keyword phrases will also be an important consideration as voice search continues to grow. These are not going away, and likely will end up becoming deeper and more diverse as time goes on.
Without a doubt, one of the biggest trends that has already begun to take place and will continue well into 2018 is the consolidation of niche MarTech players by larger content cloud vendors, with the role and importance of SEO increasing significantly throughout this transformation.
Last year, I discussed the rise of the CDO “Chief Digital Officer” and the transformative role this position would have, specifically around turning siloed organizations into customer-centric digital first operations. While I still see this trend in play with many enterprises still in the midst of their digital transformation, the convergence in the MarTech space is creating many synergies and opportunities and this should be seen as a welcome development for brands and agencies who are looking for an edge in regards to their SEO driven content marketing or outreach strategies.
In this new environment, the digital marketer who views SEO in a broader context will certainly come out ahead of the competition in 2018 and beyond. By expanding SEO from just a tactic or strategy, to become more of a role that encompasses the entire buyer journey, digital marketers will find that their SEO initiatives can be far more effective.
What would this look like?
A more holistic approach to SEO would begin in the content ideation and planning phases, and extend into content creation, publishing, distribution, and promotion, covering all content and outreach across the entire end to end buyer journey. SEO that encompasses all stages of the content lifecycle and embeds itself into every step of the buyer journey is a far superior approach, and will reveal incredible actionable insights with the right reporting in place.
While this may have seemed unrealistic in the past, content cloud vendors are making it easier for digital marketers to break out of a channel mindset and keep the end user clearly in focus across the entire buyer journey, over every channel, and from any device.
Fairly recently, I’ve seen a resurgence of on-page SEO factors making a difference in search engine rankings. While links are still important and it’s incredibly difficult to rank well without links from other websites, content and on-page SEO is becoming increasingly important.
For 2018, I recommend making sure you have your website’s link profile in the best shape it can be: devoid of spammy, low-quality links. Have a good link acquisition plan in place. Then, for 2018, focus on on-page and on-site SEO.
Focus on your website structure first, then work on reviewing your individual pages’ on-page SEO. Optimizing each individual webpage, adding additional content when needed, and using proper markup (heading tags, bulleted and numbered lists, tables, etc.) when appropriate.
Schema markup opportunities should be reviewed, as well. Having the right combination of great content, on a page that’s properly optimized for visitors, can lead to great search engine rankings.
Featured snippets, for example, are one of the rewards of properly marked up and optimized content that helps visitors answer questions or helps them get the information they are looking for.
Take a look at your current pages that are underperforming on your website (not getting as many visits as other pages), and ask the following questions:
Is the content on this page outdated and can it be revised?
Does the page go in-depth enough to answer questions visitors could have about the topic? Could you add more content (text, images, photos, graphics, quotes) to the page?
Is the web page linked enough from other pages on the site? Does it have the appropriate number of internal links?
Is the page optimized (as in SEO)?
Does the page reference a main keyword, a secondary keyword, and related keywords? If not, you can find those secondary and related keywords fairly easily. Look at the bottom of the Google search results for the main keyword under “searches related to”, and then review the Google auto-complete search for the main keyword.
Are you using the appropriate heading tags on the page, such as H1, H2, H3, and H4 tags?
Are you using a proper title tag and meta description tag on the page?
Those are just some of the on-page optimizations that can be done that are often overlooked. The emphasis now should be on on-site and on-page search engine optimization for 2018, especially if you have overlooked it in the past and previously just focused on links.
This is the weirdest year to try to write predictions about technology and search. Many others have written about voice search and mobile-everything, please read each one carefully, and assume I agree.
I have to write about politics. I think the business environment will have a greater impact on our world than any changes Google or Facebook might make.
However one might feel about the Trump administration and for whatever reasons Mr. Trump was elevated to the Oval Office, the tech community in the United States, like virtually every other sector of the population and economy, is going to suffer. The year-old Trump administration has isolated America and the detrimental effects of that isolation are beginning to show.
America is losing its grip on the tech world. The Trump administration is actively preventing some of the smartest technical brains from learning or working in the United States because of their places of origin.
Now many of the biggest tech businesses are relocating teams to Toronto and Singapore and Zurich and Vancouver rather than setting them up in California, Texas, or Washington State. Alphabet alone is investing tens of billions in several projects spread throughout the Greater Toronto Area and the surrounding region.
Uber, Bing, Amazon, and Tesla have also refocused billions away from the United States and into other nations because the high-level R&D they’re doing is simply too critical and way too expensive to place them in what has essentially become an unstable environment.
In the final weeks of 2017, the FCC repealed the protections that enshrined Net Neutrality in law. Ultimately this will make everything on the American Internet more expensive.
It won’t make the Internet more expensive in Canada, Europe, Asia, or in the South Pacific. The Swedes, Danes, Nords, and Finns will not pay more for the Internet because the American FCC canceled Net Neutrality, but Americans will.
Every American will, including American tech businesses.
Voting for incompetent administrators has consequences. Increased business costs are apparently going to be among them. Some business will not be able to continue operating in the United States and will either shutter, move, or simply not open in that environment, to begin with.
Because the Trump administration has stopped engaging in multilateral international agreements the most successful trade arrangements in history, NAFTA is likely to be abrogated. This will have extraordinary effects on the manufacturing supply chain and likely cause economic dislocation in several industries, including tech.
As it stands right now, the tech, business, and academic worlds are relatively seamless between Canada, the United States, and Mexico. While specialized visas are still necessary to work between the countries, those visas are relatively easy to obtain, most often at the point of entry. We might revert to a system where we have to apply for a working visa to simply speak at a conference on the other side of the border.
The Internet is too important for the global economy. It is very likely that 2018 will be the year the International community actively worked specifically to remove responsibilities for it from American hands.
American businesses will have to work harder to beat the bottom line next year. Consumers will have less spending money and businesses reliant on the Internet will have higher capital costs to bear each month.
It stinks and it’s unfair and it’s not the near-term future the American people deserve but it’s the one a sufficient number voted for to make it a reality for all of us. And so it goes.
America will rebound. It always does. But the nation will have to go through a rough time first.
Google will continue to consume and find more ways to use structured data in 2018. Brands and businesses have an opportunity to create more search visibility by increasing their use of structured data on all of their pages.
I recommend using as many relevant Schema.org item types as possible. There should also be liberal use of lists and tables to better position content for featured snippets.
UX will also continue to be important to Google. Brands and businesses need to focus on site speed, above-the-fold rendering, and reducing their bounce rate from search engine result pages (SERPs).
Going forward, we should assume that if any part of our pages creates a poor user experience, Google will eventually turn their attention toward it. Focusing on good UX not only future-proofs your site for Google, it can also increase repeat visits and grow your site beyond the SERPs.
For 2018, I believe there are three key areas of opportunity for SEOs.
Understanding Searcher Intent
Everything — from Hummingbird to machine learning — is pointing to the requirement to really understand why a person did a query, what type of content they were expecting to get and ensuring it returns your content that matches that interest.
When companies take the time to understand this ecosystem, we can see exponential gains in performance. The days of bait and switching content to achieve the marketer’s goals are over.
You can no longer hijack a searcher looking for basic information and try to get them to download your sales-oriented white paper. Smart companies are asking an additional question of “If I show the user this content what is my opportunity and how do I nurture them to the next step?”
This will be critical to be successful in the new AI world, especially with some of the rudimentary rules that are prevalent. If we take the time to understand these key steps and adjust we can reap the awards. I have seen cases where just changing a snippet or a landing page header has improved conversion by 10 to 40 percent.
Unfortunately, SEO — and search in general — is typically soloed into focusing on “The Google” and not really considered for other tactics. Depending on your industry you need to optimize for Instagram, Facebook and especially Pinterest.
We also need to think about alignment across mediums. I have a few clients that are seeing significant searches after a specific tweet or Facebook post. Since it is nearly impossible find that content in those mediums they turn to a search engine.
By simply monitoring Google Search Console, you can often see the collaborative impact of social media increasing awareness that prompts search. A great practice is to review the other campaigns and ask the question “If I need to find this later how might I search for it, and do I show up? ”
A number of sites are missing out on significant conversion opportunities since the wrong page shows in a local market.
For example, we had a client that realized their Argentina pages were ranking in Peru and while the rank report showed a high ranking they were not getting clicks. Once they implemented HREFLang and the Argentine page was replaced with the Peruvian page, they had an 80 percent increase in clicks and similar sales increase in the first month.
Unfortunately, as many as 76 percent of companies are implementing HREFLang incorrectly based on a recent SEMRush study. Many companies are making some very basic mistakes. If you sell globally, you should invest the time to ensure the right country or language version is showing in each market and make the appropriate adjustments if not.
Google is trying to move from being such a link-based algorithm (has for some time), but things will continue to be sorted out. Google has tried to address link-based spamming by way of Penguin, but how so might they address spamming targeted towards creating signals, outside of link spam?
For example: Click-through-rate may be an indication of why Google might want to surface a particular website/webpage for a set of queries. However, what if someone were artificially inflating those numbers by way of a bot or macro? (Yes, I have evidence of an SEO firm doing this for themselves). How so might Google correct that type of spam?
All along, Google has tried to emulate human behavior. Google’s RankBrain is supposed to do this.
What if a human (SEO) is not human, after all, but has created mechanisms that “look/act human” (much like RankBrain)? Battle of the machines?
Google is evolving to try and incorporate more “human-like” signals (Click-through-rate; brand; social signals), but many of these can be artificially influenced. It’s pretty easy to create a mechanical method of “human-looking” machines searching for a brand, or finding their domain (or a particular page) and clicking or pumping up “engagement” with social posts.
We call this whack-a-mole. Fix the link spam issue and create other (more complex?) issues.
So, I would say that 2018 is a challenge for Google, as much as it might be for SEOs.
For SEOs, we should focus on getting better at information architecture, taxonomy, and content (those things that we can directly control). We should also focus on the user experience and conversion rate within the websites, to — again — focus on things more in our direct control.
By optimizing the websites to ensure that they are mobile friendly (same content on the mobile version as the desktop?) and presenting quality content that is relevant to queries that we know can lead to getting prospects/sales into the pipeline, we are fulfilling our end of the bargain.
Now Google needs to do their part to ensure that artificial signals don’t prevent “the right thing” from working.
I think the big “OH MY GOD!” moment will start around May. That’s when Europe (including the United Kingdom) starts to enact new legislation known as “General Data Protection Regulation” (or GDPR, as it will be known).
To start with, U.S. companies won’t care — just like drinking and driving was not seen as important in the ’60s or smoking in public places was acceptable until the ’90s.
But when a U.S. company, selling to an EU citizen, is seen to tread on that individual’s personal data, and when that US company realizes the fine is 5 percent of their worldwide revenues — per instance — then I rather think this could reframe the mindset of digital marketers.
2018 will be the year where Google’s machine learning algorithm RankBrain becomes increasingly smarter. Expect Google to get more and more intelligent at automatically sniffing out content and links that are unnatural.
As an SEO, this means that you have to significantly raise your standards around quality content and links in order to achieve top search engine rankings. Moreover, Google will continue to elevate the importance of usability and technical SEO factors, such as site security, page speed, mobile friendliness, and navigability.
SEOs will need to collaborate closely with designers and developers to prioritize technical SEO and usability search engine ranking factors to gain a competitive edge.
Mobile! Things like AMP and PWAs are still very young and offer lots of opportunity. Plus there’s Google’s mobile-first index, which hasn’t officially launched yet. So yeah, mobile is still big.
But if we’re looking for a bigger trend it’s that SEO and what we call “real marketing” will continue to blur the lines between them as the job of an SEO becomes that of a traditional marketer — having to understand the user, the competitors, the marketplace and also the implementation side.
I started off talking about AMP and PWAs and those are very technical things — so technical SEO will continue to be more important as well.
But really, mobile.
Just as I was concerned with mobile last year, I’m still trying to make sure clients understand the importance of it for 2018. I really think that looking at your traffic/conversions from mobile is critical now.
In addition to this, I’d expand that to trying to really get better at tracking and analyzing how people are finding you and what they’re doing on your site. I still deal with some clients who almost never look at their Analytics or Search Console, and a few people haven’t set it up! If you aren’t watching, find someone who will watch for you.
I recently did an audit where I discovered that a large percentage of visitors were visiting the contact page but apparently the client was not getting any contacts. A quick contact form check revealed that there was some broken code so nothing was being sent.
We all need to be better about making sure that processes that once worked still work! Anytime something seems off, you really need to dive in and see if you can figure out what’s happening before things get worse.
I’ve seen people block their whole site with robots.txt files for the last 10 years and that’s still happening. They’re not blocking staging sites.
It makes me think that with so many bits and bobs to focus on, it’s easy to lose sight of the really simple ones.
Frankly, I don’t think there are too many remarkable changes that will dramatically impact what we’re doing that are on the horizon.
If your site is fast, your data is well structured and marked up, your content speaks to specific audiences in alignment with their expectations and it’s all well-linked both internally and externally, then you’re positioned to continue to perform.
One of the trends I expect to see in 2018, which will have a significant impact on all aspects of SEO, is the increasing role of artificial intelligence.
AI will force marketers to shift away from tricks, traditional “keyword phrase” thinking, and manipulative linking practices, instead focusing on solving their visitors’ needs.
While this holistic approach will eventually eliminate a lot of the issues created by some SEO practitioners over the years, I suspect that search engines’ engineers will initially overestimate the precision of their AI, leading to Penguin-level collateral damage.
If you’ve been following artificial intelligence for any length of time, you’ve probably already heard about some of the unintended consequences it’s produced. That’s exactly what I expect to see when it starts trying to evaluate content on a large scale to determine where webpages should be ranked. Even though humans can fairly easily evaluate a piece of content, it’s still incredibly difficult for AI to understand it in the same way we do.
For marketers, this means producing amazing content — and providing additional context to help the search engines understand that content. This could include things we’re already familiar with, like URL structure and structured data, as well as things that have yet to be invented.
Ultimately, success in SEO in 2018 and forward will depend on creating amazing content and making it as easy as possible for search engines to understand exactly what that content is about.
Mobile SEO in 2018 is going to be all about Progressive Web Apps (PWAs). Google has begun to treat PWAs just like normal apps in their Android OS, and has also started spinning off some of their specific-interest knowledge-graph style resources into PWAs; this includes Sports, Restaurants, Weather, Contribute and Traffic PWAs.
PWAs are especially important as fewer people seem to be actively searching or browsing for apps. While the number of apps being created and maintained keeps going up, the number of people searching for apps is not keeping pace. PWAs may help companies build a bridge between the discoverability of the web and the engagement and satisfaction that users experience with apps.
They have unofficially indicated that PWAs will be added to their Google Play app store, and Windows has done the same. There are also indications that Google may begin to test sponsored App Pack rankings.
Google’s mobile-first indexing update will hopefully launch in 2018. It may be a stretch, but my new prediction is that this is more about moving the web into Google Play, rather than moving apps into more search results.
This is important for desktop too, because everyone is starting to realize how useful PWAs are on desktop too, especially as Windows pushes their desktop OS to be more app-oriented and phone-like.
It is also relevant for iOS — If you missed it, in 2017 Apple made it clear that Safari would soon support the ServiceWorker files that make PWAs so fast, so it seems like they have flipped, and really see the benefits. Just this month (on the 12th), in their quest to eliminate the use of app templating services, Apple endorsed PWA’s as a better option for companies with limited budgets than templated native apps!
AMP will probably have to make major changes or face a reckoning in 2018; despite the faster speeds, there are still significant problems that need to be resolved in terms of UX and measurement.
Other things to keep watch on are the push to mark up everything, including product databases and other kinds of databases into Schema, so that the information can be parsed and presented on non-traditional devices, through voice search and interaction — like with Google Assistant, Google Home, Android Auto. This is also a big deal with non-Google products like Amazon Alexa, Siri, and voice-enabled TV remotes.
Answer box results are powerful. Answer box results drive lots of traffic. Answer box results are the Holy Grail for organic search optimizers right now. Answer box results are not forever.
The competition is heating up for “position 0” results. The basic strategies for obtaining this type of result are well agreed upon. We need great content that answers the question on an optimized platform (good site speed, mobile-friendly, etc.).
Answer box results are getting sniped by someone writing a better piece of content that better answers the question, on a more optimized platform. Google created an all-out war for generating amazing content!
The net result of this content war makes the search landscape on Google much brighter, but the online world changed dramatically in 2017. We saw the swift shift from desktop to mobile, consumer behavior tilted from email towards voice calls (not counting e-commerce sites), and voice search is impeccable with the rise of screen-less devices like Alexa and Google Home.
What do these changes mean for organic search? Commitment.
The path to success is a steady commitment to holistic SEO. The smartest brands must constantly focus on improving their content, streamlining their user experience, and utilizing the most innovative trends to stay top-of-mind, all of which will help them crush SERPs.
Final thought: Watch for the integration of screen-less devices like Amazon’s Alexa and Google Home with smart TVs and phones. Paid search and organic search win when there are ways to choose the result.
There should be two big trends for 2018:
Content Optimization, Focused on User Needs
Answer Box Optimized Content: This is critical for all sites, whether you’re an e-commerce or advertising based publisher. While the search queries that trigger an answer box typically do not lead to sales, these kinds of queries represent an opportunity for the merchant to gain visibility with an audience that may need or recommend their products somewhere in the future.
Images: Images are increasingly important for ranking.
Video: Video is exploding and the good thing about video is that you don’t have to spend a fortune on production software to make good videos. If you’re not producing videos, go check if your competition is already there and see if that convinces you of the importance of this kind of content.
WordPress Optimization: As good as Yoast is, there is no single plugin that can make your WordPress SEO decisions. There is no button to push for this one. Yet many plugins and themes come with features built-in that are very unhelpful to your optimization efforts. Page Builders, plugin developers, and theme designers are years behind our needs for SEO. If you’re not analyzing every plugin and theme for improvements then you’re not going to be properly optimized.
Link Alternatives, in the Form of User Satisfaction
SEO is conducted on the understanding that webpages rank because of how relevant a webpage is to a search query and how many links point to that webpage.
But that’s not the reason why webpages rank anymore. Site speed, geography, content that fits the format of the Answer Box, mobile friendliness — none of that has to do with keyword relevance or links.
Nor does it have anything to do with 200 ranking factors. In fact, set aside the notion of 200 ranking factors if you really want to understand why site A ranks and Site B does not. The site with the most links doesn’t always rank at the top.
This is bad for traditional SEO. Traditional SEO is focused on building (keyword relevant) links and (keyword relevant) content. But search engines aren’t ranking sites that way anymore.
The reason any site is ranked is based on how likely that page is going to satisfy a user. How popular or well known a site is can also influence the search engine.
I have doubts about how much a keyword popularity tool, anchor text ratios, and other “traditional” kinds of ranking metrics might help one understand why the search engines rank a site.
The reason the top three rank at the top are often different from the reasons why positions four through six are ranked. The sites are so different the reasons why they’re ranked can’t be in the same ballpark. No current SEO tool can punch you out of that paper bag.
It all comes back to user satisfaction, satisfying different groups. When you look at the SERPs through that filter, they begin to make more sense. Which is why I say that consideration of user satisfaction will be a major trend for 2018.
Search is changing at an alarming rate. New SERP Features will occur, voice will get better, and traditional SEO fundamentals (like the recent longer meta descriptions) will shift.
In order to stay ahead in 2018, SEOs will need to stay informed, be nimble, execute changes quickly, and test often.
One area of focus for greater marketing and SEO performance in 2018 is the confluence of content, influence, and social.
In the way that customer-centric topic focus works in search to provide clear signals to people and search engines what the best answer is for a query, the same is true with integrated social signals, media coverage, and influence.
Brands that architect topically specific content programs that are optimized, socialized, publicized, advertised, and influencer activated will create a superior “best answer” experience, wherever customers are looking.
Thanks to the increasing role of machine learning and artificial intelligence in the Google search algorithm, successful marketers will be focused on user intent in 2018. By matching search results to user intent, Google provides a better user experience. Google’s interest in providing the best user experience is far from altruistic — it’s what keeps users coming back to the platform and drives ad revenue.
That said, there is no indication that top ranking factors are going to be any different in 2018. Still, a well-reasoned and thought out approach will be needed.
Measuring the impact of what you are doing is also key. This will give you the insights necessary to develop and execute strategies for improvement.
Ranking Factor #1 (or #2): Content
Think about the purpose of the content that you are creating.
Is it genuinely useful? Does it meet a user’s needs or intent? How does is stack up against the competition? Are there any gaps to fill?
For measuring purposes, I recommend adding Avinash Kaushik’s Page Efficiency Analysis Report to your Google Analytics account.
Ranking Factor #2 (or #1): Backlinks
Link building in 2018 isn’t about numbers, but quality. Link relevance replaced PageRank years ago as being the most important consideration when building links.
The best links are those that appear on pages where it would be natural for a user to have an interest in clicking on it.
Rather than obsess on whether link building improves the ranking of a particular keyword, a better measure is impact on the overall number of keywords that rank and improvements in organic search traffic.
Ranking Factor #3: RankBrain
This isn’t something that one optimizes for independently. Think of RankBrain as a form of artificial intelligence that connects the dots.
By focusing on user intent and relevance, you will be aligned with the missive of RankBrain.
Voice search will continue to be included in discussions around the industry and not only its impact on the space, but what the best way to track it is.
Moving ahead we will see a slew of new technologies come out that we will interact with, one more advanced than the next.
I have always said that the Echo, Google Home, and Home Pod are the Wii’s of voice search, or v1, whereas the Google Glass was v0. v0 introduced the concept and made it real, where as v1 brought it to the masses and made it commonplace.
Even though most Wii’s are sitting in a corner collecting dust, they made motion control a must-have for all gaming consoles. I believe these devices will work the same for voice search.
The big question that remains here, again, is how should we track it? Is there a difference between a voice command and a voice search (maybe)? Do we report on each individual device (yes)? What will the device mix become for everyone and do we report on those clusters as a new type of demographic (only time will tell)?
Meanwhile, websites will continue to trend in the direction of becoming online experiences, rather than destinations to simply gain information or buy something. With an increased focus on user experience, Google has challenged the SEO community to pay more attention to the overall experience of a website and how the content interacts with users, rather than just the basic elements that most optimize toward.
A larger focus on the design and structure of a site — and how it affects page speed, user interaction, clickthrough, and conversion rates — will continue to be larger parts of the discussions in 2018, where they were always a day two project for most folks over the last couple of years.
Google will continue to push webmasters toward having a better holistic experience between devices and sites that comply will be rewarded with higher user engagement and performance within Google’s SERPs.
2018 will be a year of change for SEO. Make sure you are proactively adapting your strategies to address these shifts:
This will be the largest shift in Google’s approach to organic results since the move from strings to things. If you are using responsive design, you probably won’t have to do much to prepare. If not, however, you’ll want to make sure you’ve checked your site for any potential issues.
With the mobile results adding more features (carousels, knowledge panels, etc.), sites will want to make sure they are using more than just the basics as the traditional “10 blue links” get pushed further down the page.
Know how they work and understand how they affect your bottom line. With home devices use surging, are you prepared?
I believe that 2018 is going to be the year where voice search transforms how users search and SEOs need to optimize.
In 2016, Google declared that 20 percent of all Android searches in the Google app were conducted by voice. They have not updated this stat since then but that percentage is likely to have grown significantly given the growth in functionality of voice search.
As an additional point, if you look at Google’s holiday promotions from this, they ran some very aggressive deals on their Google Home Devices which saw discounts of up to 50 percent. At the same time, Amazon which is the other significant driver of voice search devices also dropped prices on their Echo devices for the holiday season.
Flooding the market with voice search devices will encourage people to conduct voice searches as they find uses for their new toys. Users that talk to their home devices will invariably end up searching by voice on their phones too. (Disclosure: I am speaking from experience as my Google Home led me to search via Google Assistant on my phone even more.)
Over the last year, the results/responses surfaced by these devices have been getting better as more people used them, and the Google, Apple and Amazon search engineers built in more integrations.
This new paradigm of users relying on voice search for many of their search needs will be a game changer for SEO.
Getting a website ranked in the top 10 is no longer good enough when users are looking for quick answers. A successful SEO effort needs to move beyond building content to rank on highly searched keywords and should have a heavy focus on providing answers for genres of unique queries that many people might search by voice.
This means that popularity of a topic as measured by trends, social media, and seasonality will become the new metric that drives content creation rather than just keyword search volume.
2018 (I believe) will be a lot of catch up on current SEO themes, with the biggest “trends” occurring around voice queries to search results.
With voice search comes two areas of interest to SEO folks wishing to connect with consumers: intent and context.
Neither are new concepts, but both will gain more importance as voice query search results become a standard, and search engines seek to provide the best answer in the most easily consumable format.
Fully understanding intent and context in a voice-as-the-primary-search-interface world means understanding; where the user question is being asked, what the best result would be based on location influence, and which is the best format to present the best result based on the available screen or interface.
Key to the last point I believe that automotive screens and voice responses will be a major battleground for advertisers in 2018, with many cities considering autonomous vehicles policies, the “connected commuter” will be primed for search and content consumption.
For SEOs this means an even more granular understanding of location relevance and the probable emergence of new (or better) tools and beacon technology to help target the commuter wherever they may be with intent-aware, location-relevant, and context-driven results — and these results may be presented as voice, visual (think inside the windshield), AR (think overlaid on the real world outside the car), or sent to a screen inside vehicles — in a hands-off driving experience, everything can be distracted driving!
#CommuterIntent — you heard it here first!
And where is Google in all of this? In car, they have Android Auto, Google Maps, Google My Business, Google Assistant (on many screens) and the ubiquitous Waze (which is used by many local governments for traffic analysis too!)
And as far as voice, in the past few weeks, even Google has acknowledged the value in understanding and reporting voice queries with the potential of integrating voice query data into Google Search Console.
Lastly, Amazon will dominate e-commerce queries in 2018 via Alexa voice, touch, and other innovative interfaces, leaving many e-commerce SEOs to focus in on the content-side of their marketing. This will be a growth opportunity for content marketing-specific agencies and a necessary and justified budget line item for in-house SEO teams.
I have a couple of trends that I see coming for better SEO success.
1. A Growing Importance for Structured Data
Google announced this year that they will be offering the ability to perform searches by photography, using Google Lens, which seems very similar to Google Goggles, but may be an improvement upon that technology. One of the reasons why it may work better is that it will rely upon Schema. So, using Schema to describe entities on your website, such as brands and products and businesses is a good idea for businesses.
Make sure that Google knows what your business looks like, or that you publish event information in schema markup, and product information. This way, if someone searches using a photo of your business, they may get a lot of information back in response.
If they take a picture of a product you offer, they might receive some rich results in response to that search. Schema can help lead to richer search results and rich snippets as well, so if you haven’t got into using structured data on your website, it’s time to start.
Schema.org has a way of allowing extensions for different industry types of be added, so if yours isn’t yet, it may be soon. Schema allows you to provide more precise data.
2. Explaining Context on Pages Better
I am seeing more information in patents from Google that talk about collecting contextual information related to query terms.
If you are optimizing pages for terms that might have more than one meaning (such as Java, or Jaguar, or Bank, or horses) make sure you look at knowledge bases such as Wikipedia and what types of words or phrases are used on those to explain the context of the meanings behind those words.
If you are optimizing a page for a person’s name, include information that is unique to that individual to let the search engine understand which person you are talking about (because many people share names with other folks.)
The biggest SEO change and trend I see already happening in 2018 is Google’s switch to a mobile-first index, so if a site is not yet mobile-friendly and optimized for it, it’s critical to prioritize this as it is now fundamental for its SEO success.
Another important trend that has already started and I can only see to become more important next year for success is AMP. Whether we like it or not, AMP is here to stay (unless our own sites become dramatically faster all of the sudden), not only to help improve mobile site speed of informational sites, but also as a way to easily implement dynamic content functionality and interactivity to transactional ones, through components like amp-bind; and ultimately, facilitating as well PWAs implementation with PWAMP.
I’m really excited about the advancing changes being made within SERPs themselves and the changes in Knowledge Panels, featured snippets, and other special content results blocks (SRCBs). While to Google this is a relatively new change, anyone used to optimizing for Baidu will be well versed in dealing with fewer organic results on a given SERP (thanks to Baidu Baike and other features).
Google is getting better at understanding and recognizing search intent and common interpretations of phrases, and as a result SCRB’s will become more common and take up a lot of SERP real estate.
I think it’s also important to stop seeing featured snippets and other features as “position 0”. These features attract clicks, and traffic, and are viable optimization targets — and in a lot of SERPs, there aren’t 10 blue links anymore.
While there is no golden rule to optimizing for featured snippets, making sure your webpages are technically sound is a good start — utilizing semantic HTML markup for example. It then comes down to your content and your content’s layout.
Explaining these changes to clients, and getting them engaged with this strategy, will be vital to seeing results.
A key part of this comes down to reporting and how information is portrayed — for example, showing how the longer-tail keywords with a more focused search interpretations drive more enquiries than the big high search volume marquee phrases with multiple common interpretations.
In 2018, I think the smartest brands will be focusing more closely on how they define their market. We already see this trend in lots of places, like extremely precise targeting of social ads — but a lot of brands still approach SEO and content creation with a one-size-fits all attitude. This is why a lot of brands are losing out in organic search.
The more granular search engines get and the more factors affect the results displayed, the more closely brands have to define the portion of the market they want to own. With all the plug-ins and cheap SEO tools out there, anyone can apply a few basic, general SEO rules. And if anyone can do it, doing it isn’t enough to be successful.
This means the companies that will succeed in 2018 are the ones that do the most work in precisely defining their market and their users, and producing content that is specifically built to meet these users’ needs.
The smartest companies won’t necessarily produce the most content or the longest content, they’ll produce the content that most closely reflects the requirements of the most precisely defined market.
To me the answer to SEO success in 2018 and beyond is to pay close attention to where marketing in general is going. We can see an overarching trend of technological integration to help improve both recognition and personalization. So how does that apply to SEO?
Google Analytics is amazing. But it’s time to invest in and incorporate CRMs and tracking programs that better monitor and attribute user behaviors from all channels, but particularly organic search.
This includes keywords driving a user’s visit, their entry point and their journey through the site. This intelligence should also be used to recognize organic search visitors who engage across multiple touchpoints.
Users are increasingly prone to change devices and channels throughout the course of their brand engagements forcing us to attribute and analyze all points of action. It’s the same notion as “the assist” but we must consider all of a user’s interactions between first and last click.
Using search data to better understand the user’s original intent, and subsequent actions, provides essential insight into their needs. This in turn can drive the presentation of content for frequent organic entry points. Particularly as it relates to non-branded search. This can also inform the creation of content.
Speaking of creating content we can also use content strategies that better align with predictive and suggestive search. This also includes amping up the implementation of content pathways that anticipate a user’s next search before they make it.
SEO isn’t going away and will evolve with the search engines and searchers. Here are my top two predictions:
1. SEO Will Become Even More Technical
SEO has always been technical, but with more technologies available for web developers, it is going to require an even more advanced knowledge on the part of the SEO analyst.
Let’s consider mobile-first. We have to ensure there are no underlying technical issues that are bogging down the mobile experience.
2. We Will Need to Focus on Voice Search
I included this one in my opinion for 2017, but it is just as relevant, if not more, for 2018.
Voice search is all around us. We can talk to our watches, phones, computers and voice-activated speakers. We rely on personal assistants to find what we need. This technology has found its place in our society and it is only going to grow.
In terms of SEO, that means you can’t just focus on the traditional one-word, two-word and three-word keyword phrases. You also have to consider the questions people might ask and how they are going to describe their problems.
Here’s to SEO in 2018!
In 2018, we’ll most likely finally see a true mobile-first index. This is going to cause a lot of folks some issues if they haven’t figured out mobile yet. To the readers of SEJ, having figured out mobile by now seems like a no-brainer, but when I look at the vast majority of small, median (and even large) businesses, their mobile presence is abysmal.
Speaking of mobile, I don’t think that anyone who is doing content marketing can afford to ignore AMP in 2018. AMP pages rank. Period. If (and it’s a big if) Google continues with its AMP strategy, SEOs can’t ignore it.
With Danny Sullivan at Google, I’m hoping that 2018 will be the year Google gets a bit more transparent. The current communication from Google on all things SEO feels a bit haphazard.
We sometimes get conflicting answers or answers that can be interpreted in several different ways. Sullivan’s communication skills will be invaluable to all of us if he can work on streamlining the information coming out of Mountain View.
As always, good content is important. But I think we’ll see a continuation of 2017 next year where technical SEO can make a huge impact in a short amount of time for most folks.
We consistently see the quickest and largest gains in SERPs just by fixing technical items. Page speed, proper schema, use of H tags — all the basics we’ve been doing for years are still showing amazing results.
In 2018, I think we’ll continue to see less real estate for true organic results. It’s so important that SEOs understand this and diversify tactics. You need to know how to show up in all the different parts of SERPs. Ten blue links doesn’t exist anymore.
I believe 2018 will not be the year of voice search. For most companies, optimizing for voice search doesn’t make sense yet. And this year we’re going to see some fierce competition in Voice — and that won’t bode well for optimizing voice search queries. There will be too many variables.
And who knows where the majority are going to flock — Echo, Google Home, Siri or something we haven’t even seen yet. Voice search is coming — but not this year.
Think of voice search like mobile. Every year since 2005 or so, people would predict, “this will be the year of mobile.” When mobile actually did take off, we realized it wasn’t the year of mobile, but a seismic shift in audience behavior. That will happen in voice search too — but not this year.
Final bold prediction: I think we might get some clarity on some additional signals Google is using for rankings. Maybe confirm that CTR is a fact. Or dwell time. Or many other factors that some have been saying are factors — but no one really knows definitively.
Perhaps Sullivan will tell us. We can only hope.
Image Credits Featured Image: Paulo Bobita
Originally published at www.searchenginejournal.com on December 14, 2017.
Sitecore is a leading web experience management platform that provides the full suite of content personalisation features. To provide website visitors with highly targeted content that satisfies their various needs, information about them needs to be stored somewhere. In Sitecore, this is achieved with Sitecore® Experience Database™ (xDB), which can be purchased as part of the full Sitecore Experience Platform. For businesses seeking a lower-cost alternative, Sitecore Experience Manager is an attractive option, as it still enables marketers to deliver effective levels of contextual marketing. In this article, we will explore some of the possibilities offered by Sitecore, and how to configure in-session personalisation.
To personalise content for a site visitor, you need to gather information about them while they are browsing your site, and then store that information. This is where xDB comes into play, as Sitecore with enabled xDB provides unique features, such as:
Contact Behavior Profile (contains information about a contact’s past matches with configured profiles, profile cards and personas).
Key Behaviour Cache (a cache you can configure to store a contact’s recent activities, such as triggered events, goals and outcomes, e.g. on-site product purchases).
Outcomes and Outcome definitions (describes a visitor’s transition from being a contact into becoming a customer)
However, xDB does require additional investment, which covers:
Increased license cost
Increased hosting cost (you need at least one separate server for xDB and one more server for processing the gathered data)
Increased scoping and development costs for complying with GDPR (General Data Protection Regulation)
You can still deliver personalised experiences to your customers with Sitecore using information gathered during the session, without xDB and with just the Sitecore® Experience Manager license. The information is not stored permanently anywhere except in the server operating memory, and is removed when the visitor leaves your site and their session expires.
This approach is called “Insession personalisation”.
The goal of in-session personalisation is to tailor site content for someone depending on their on site behaviour.
Based on our previous work with pet food brands IAMS and Eukanuba, let’s use a pet food manufacturer as an example. Naturally you want to promote dog and cat food products to pet owners. Different food categories are suited to pets of varying sizes and age, so you may want to be more specific with your onsite product promotions. Assuming you have content, products and calls to action on your site which indicate the type of pet the visitor owns, you will want to track which articles the visitor reads, which brochures they download, and which products they view. Tracking these behaviours will enable you to figure out what pet they own, and show relevant products in the promotional areas on your website. Insession personalisation allows you to achieve this, as long as the action remains within the current browser session.
Before setting up personalisation on your site, two things must be complete:
Development of the site and all page components.
Content population (with content variants set up for the personalised components)
Personalisation configuration is a job that marketers can do, and you do not necessarily need a developer.
In the case of our pet food brand manufacturer, once the site is populated with content, your Insession personalisation configuration may include the following steps:
Create profile keys (Pet Type, Size, Age e.t.c.)
Pet Type (Cat, Dog)
Dog Size (Large, Medium, Small)
Dog Age (Puppy, Junior/Adult, Mature)
Cat Age (Kitten, Junior/Adult, Mature)
2. Create profile cards (saved sets of profile values that are used to apply values to content). The Profile Cards will eventually be assigned to your content. This will enable you to score content items across a number of different keys such as “Dog”, “Cat”, “Large”, “Medium”, “Small”, etc.
3. Create pattern cards (sets of profile keys used to map them to specific types of visitors). Pattern cards are then used to implement personalisation rules (further below), or to define engagement plan steps that take effect when a visitor’s cumulative score against all profile keys matches one of the pattern cards. We are not considering engagement plans in this article, but these are also available within In-session personalisation.
4. Assign profile cards to the relevant content items (articles about big and small dogs, puppies and kittens, and mature/senior dogs and cats).
5. Personalise components (conditional renderings) by creating rules. For example, if the user matches with one of the predefined profiles, a link to the relevant product is shown in the “footer promo box” component.
6. Along with the user pattern and profile-based rules which we touched upon earlier, there are many other rule types that work without xDB:
Social rules (in case the visitor uses federated identity, their social network profile information can be used for personalisation)
Visitrules (showing different content if the user’s behaviour onsite triggers a preconfigured event) downloaded some brochure during his visit)
Device rules (hiding a component if a visitor uses mobile device)
Security rules (showing different content depending on whether the user is logged in or not)
GeoIP rules (conditions based on geolocation)
Date rules (conditions based on date/time of the visit — with predefined rule types, you can develop your own custom rules.
Once these steps are complete, your visitors’ profiles will begin to develop during their session, which will then trigger targeted content. These steps are described below in more detail, using our pet food manufacturer site as an example.
Create profile keys
1. Launch Marketing Control Panel from the Sitecore launch pad:
2. Within the Focus profile, create the necessary Profile keys. In our case, these will be Cat, Dog, Small Dog, Large Dog, Medium Dog, Puppy, Kitten, Adult, Mature & Senior. Within each profile key properties, you can specify minimum and maximum values, with 5 the maximum value for each profile key.
Create profile cards
Once the profile keys within the Focus profile are created, you can begin creating profile cards in the Marketing Control Panel. For each profile card, you need to specify values for newly created profile keys. As an example, for the “Content for Puppy owners” profile card, we must specify non-zero scores for the “Dog” key and “Puppy” key.
As these profile cards are assigned to specific content items, visitors will be awarded points as per the specified values when they view these content items.
Create pattern cards
This step is carried out in the Marketing Control Panel as well. The pattern cards are created here so that visitors can be classified in Sitecore, and the process is very similar to creating Profile Cards.
Assign profile cards to relevant content items
This step is performed in Experience Manager, where all content is tagged as an item with one or several profile cards.
When editing an item in Experience Manager, switch to the “OPTIMIZATION” tab and you will see the following block in the tools ribbon:
Click on the “Assign Profile Cards” link to assign e.g. “Content for Puppy Owners” card to an article you are editing now that is called “Prepare your puppy for the real world”. You get the idea. Yes you need to do this for most of the content on your site, otherwise personalization won’t work. Big job… but then again that’s what the content on your site is for. To precisely target promos of your products.
For a more indepth guide on this process, additional information can be found here: https://doc.sitecore.net/sitecore_experience_platform/82/digital_marketing/personalization/insession_personalization/assign_a_profile_card_to_an_item_in_the_experience_editor
Alternatively, the same can be done in Sitecore Content Editor, which provides mass action on the search results, so you can apply profile scores to many items at the same time.
Personalise components (conditional renderings) by creating rules.
Finally, when all the above steps are complete, you can start configuring Promo components on your Pet Food Manufacturer site, so these components will promote different products depending on the pattern card matching the current visitor.
When editing a page in Experience Editor, select the component you need to personalise, and then click the following icon in the toolbar:
For a more in-depth guide on this process, additional information can be found here:
Sitecore’s Experience Management edition really does provide great value for money in comparison to other licensed enterprise CMS platforms, and the upgrade path to xDB is straightforward. So, now you are armed with Sitecore Insession personalization knowledge, I hope you can make a more educated decision about whether or not it is enough to get you started, or if it’s helped to confirm that you do in fact need a more comprehensive xDB based setup. xDB allows you to store and build rich data profiles of your visitors over multiple visits, and with a website login in place, you can also do this across different devices, and also take into account information captured in your CRM. The choice is yours. Please check back again in the near future where we will explore some simple examples of how to leverage CRM integration with xDB. And in the meantime if you have any questions about insession personalisation in Sitecore, please free to email us at firstname.lastname@example.org.
Full guide on both Insession personalization and historical personalization (all links above are just chapters of this guide):
Every Instagram user that tends to get more followers every day, should be curious to know the ways of growth of popular accounts on Instagram. There are two main methods: organic and automated. The most effortless way to find out which one is used by a certain Instagram user is to track its activity within 2–3 weeks with the Instagram monitoring tool Snoopreport and then compare the data with the common user behavior on Instagram. More details here: https://snoopreport.com/use_cases_blog/2017/11/28/how-to-determine-if-instagram-growth-is-organic-or-automated/
You can learn easily if an user applies automation for the engagement on Instagram. But the Snoopreport tool will also help to prove the research results and get all details of the account’s growth strategy.
Mass liking method
Above you can see the weekly report with 2482 likes made by an Instagram account. The number of likes is greater than the usual user’s one (about 50–500 likes a week).
To make certain you should check out the Actions Hitmap provided in the report. It displays the 24/7 activity and top and low periods of activity so there is an obvious target time zone that is probably west coast.
To determine what hashtags was used to target the post have a look at liked media tags cloud. It shows all the liked posts hashtags with the most popular ones and among them (they have a bigger font size and brighter colour).
In this case the mass liking was targeted the following media topics: SEO, social media, content marketing, social media tips, business and so on. Here’s the method you can reveal the bot-driven Instagram growth strategy.
When follow-to-follow applied the bots follow other users instead of you and it’s supposed that these users will follow your account back.
The user followed 1017 users within one week when the common Instagram behavior includes 20–30 follows.
You should check the Actions Hitmap to be completely sure that follow-to follow method was used:
You can see that the user distributed the equal number of follows and the follows activity is continuous for 24/7. So the conclusion is that the account’s engagement is 100% automated and more that that evenly distributed to avoid bans.
When you discover other users growth strategies, you can tailor your own and perhaps borrow some useful methods.
If you’re eager to make your own research, sign up here: https://snoopreport.com/en/signup
An important aspect of content creation when it comes to a company’s digital marketing campaign is images. It is no longer enough to use a stock photo to advertise a product or service. Consumers want individuality and brand identity when it comes to the images businesses use on their websites or share on their social media platforms. We’ve put together a list of our 5 favourite imaging tools for social media available on the web today. Take a look:
Easy to use and producing stunning images, you can use Canva as a free or premium service, depending on what you require in terms of content creation. It’s probably the most flexible and varied tool available at the moment and can be used for all types of digital marketing. It has templates for popular social media image spaces such as Facebook cover photos, Twitter Headers, YouTube thumbnails, Etsy Shop Icons and Pinterest Graphics. It includes a photo editor function so you can perfect the way your images look before adding them to the templates. As far as an imaging tool goes, it’s also super easy and intuitive to use for those of you who are not designers. If you want to learn more complex techniques, it also offers graphic tutorials.
Also offering free or premium services, PicMonkey is Canva’s main competitor when it comes to imaging tools. It offers many of the same services as our number one site as well as photo editing. It has many guides to helping beginners start out on their image content creation adventure.
With no registration necessary, BeFunky has a lot of fans. It has a wide variety of tools and templates for its user. Perhaps best known for its collage maker, BeFunky can be used to create some truly striking digital marketing content.
Consider it the free version of Photoshop. You can do pretty much the same things except you don’t have to fork out for the content in the first place. From resizing images to changing colours, Pixlr offers vast flexibility as far as an editing imaging tool goes. It’s also available on your mobile for editing capabilities as you move. When it comes to content creation for your social media platforms, this is a task which can be done during your morning commute to work — perfect!
This is an imaging tool focused specifically on creating images with quotes. Incredibly popular on social media, we think every business should incorporate this style of content creation into their digital marketing because the sharability of quotes set against images is skyrocketing. Whether you’re using classic inspirational quotes or an endorsement from a client, deliver the messages in style with this site which also offering super easy sharing capabilities to social media platforms.
All of the above imaging tools offer mobile apps to enable to you create content wherever you wish. They can all be used for different styles of content creation to add a real depth to your digital marketing content and develop a varied online presence. Don’t stick to stock photos when, using just a little creativity, you can come up with something far more eye-catching and, most importantly, unique to your company and brand. Check out these imaging tools now.
I’m really surprised at how little concern has been raised in the media about GDPR in the run-up to 25th May 2018, when this draconian legislation will come into force. In my opinion, this is the worst piece of regulation that has come out in a long, long time — if not EVER!
The great irony is that the very people who are supposed to be protected by GDPR will suffer most!
For those who are not entirely familiar or live outside of the European Union and think this piece of law is none of their concern (trust me — it is, unless you are a beach coconut seller on the remote islands of Tonga), then allow me to give you a brief synopsis of what GDPR entails.
General Data Protection Regulation or GDPR in short (http://www.eugdpr.org) was conceived to protect the rights of individuals in the EU and provide them with transparency about the collection and storage of their personal data as well as its use. Initially, the principles behind the legislation were ethically and lawfully just. However, it later became a complex regulatory legislation of over 200 pages, with a fully loaded set of strict directives and apocalyptic penalties.
I’ve been talking to a variety of professionals ranging from local SME owners to senior officers at large international corporations, and they all share the same sentiments: uncertainty, lack of clarity and guidance, hesitance, confusion, and at the top of the tree — a fear of how deep and far-reaching the GDPR impact will be on their organisations.
No one truly knows or dares to predict the extent of how seriously their industries will be affected. How many businesses will cease to exist as a result of this legislation? Or even, has anyone projected how many employees will lose their jobs? Earlier in the year, YouGov (https://teiss.co.uk/information-security/uk-businesses-not-ready-gdpr) conducted a survey, claiming that 71% of UK businesses are unfamiliar with the regulation and unaware of the severity of fines, while 10% who are, predict significant headcount cuts.
For those uninformed, non-compliance comes with severe penalties of up to 4% of the company’s worldwide turnover or €20 million, whichever is greater!
So, what is a non-compliance? Well, this is where the game becomes rather hairy, and the adrenaline kicks in! There are 99 various articles contained in the GDPR (see summary at EU GDPR http://www.eugdpr.org/article-summaries.html) ranging from the rights to restrict individual data processing, recruitment of Data Protection officer, requirement to report data breaches to authorities and individuals affected within 72 hours, rights of access, portability, transfer, various other restrictions, powers, obligations, responsibilities, procedures, liabilities and what not.
Personal data includes anything from a name, address, email address, medical information, IP address, posts on social networking websites, to personal photos and so on…
Simply, most small businesses will struggle to understand let alone comply with all these requirements. On the other end of the spectrum, large organisations will face the challenge of consolidating all their data, systems, procedures, processes and documentation as far as every single spreadsheet on every computer that might contain a customer, supplier or employee name, including even their salutation!
Realistically and practically, very few organisations — if any, will ever be able to fully comply with these requirements. Travel, retail, recruitment, finance, media, profit and non-profit, private and public, B2C or B2B, all industries and all sectors will be affected!
As GDPR doesn’t imply any leniency for noncompliance, there are only two logical outcomes left, with two options each:
1. Breach of law
not being caught
caught but able to afford the fine
2. Going out of Business
unable to afford the fine
close down voluntarily
This is why I call it — the game of Russian Roulette! Close your eyes, let the cylinder spin and hope for the best! There are only two outcomes.
The sad truth is, it’s inevitable that there will be casualties.
In the first scenario, it’s obvious who will ultimately pay the price: the consumer — you and I. For the public sector, it’s us again — the taxpayer.
Seriously, let’s think about this. If companies are unable to comply with the law, then there are clear consequences prescribed by the legislation. When hefty fines are imposed, the wages will go down, prices go up and those who were supposed to be protected, GDPR will punish.
With the second scenario, the outcome is even worse. Business owners are left in debt and employees out of jobs. Who is the victim this time? Us again — Jo Bloggs. A poor guy (or girl) whom EU authorities had intended to protect, but did the exact opposite. Painfully absurd, is it not?
Before I conclude my rant, I must point out to readers outside of the EU that the GDPR regime also extends the scope of the data protection law to all foreign organisations (regardless of the company location) who are processing the data of EU subjects. This doesn’t only mean selling goods and services to EU citizens, but processing and holding their data too. Whether it’s employee data, customer data or supplier data (which ultimately relates to individuals), then these companies (including sole-traders and partnerships) fall under the new data protection law.
Where will this leave the Facebook advertising model, which is based on eavesdropping on our personal data? I’m not sure. Google maps timeline that track our movement via phone? Don’t know. Amazon Alexa compiling the list of questions and commands we ask her? Not bothered. Mobile apps having access to our images, calendars, contacts, etc. I don’t care. Eventually, they will find their way and innovate new schemes to extract dollars. But at a higher rate now, of course. All I know is, that we will be seriously hurt, all due to GDPR.
I’m one of those who fiercely objected Brexit and still does, but then — when a piece of legislation such as GDPR comes out, it proves the case for all those who wanted out.
Before I load up my gun to play the infamous Russian game, let me guess what will be the most sought-after profession in years to come? A lawyer or an undertaker? Not sure — what do you think?
Follow me at https://www.linkedin.com/in/ceedoo for more Social Selling tips and tricks, or to request download of our FREE eBook: “WINNING THE ONLINE CUSTOMER: Top Lead Generation Tactics and Strategies for 2018” go to: https://CeeDoo.com/ebook
HubSpot, the inbound marketing, sales, and customer support platform makes any online marketing activity simpler to perform and at the same time improves it as well. Say, for example, your company wants to run an email marketing campaign. HubSpot has an entire section to help you do just that. You can choose from pre-built email templates, or customize one if you prefer.
With HubSpot you can create custom lists (based on criteria and conditions set forth by you), this allows you to segment your audience and send emails to them accordingly. Here too, there are ways that HubSpot ensures better chances that the mail will be opened and read. A person who filled out a form on your website is more likely to want to read something from your business. Every time a form is filled the information automatically gets saved in your contact database. So, if you target this list, your ROI are better. Furthermore, e-mails can be personalized and scheduled.
It is tricky figuring out what clicks with your audience, a particular sized CTA button, positioned at a specific part of the email shows more click-throughs than maybe some other combination. HubSpot takes the guesswork out of it, for the most part. In case you aren’t sure which CTA button will make more of an impact or which subject line will resonate more with the reader, you can conduct A/B tests, to optimize your email marketing campaign. We, as a business, run many campaigns, and it is important to know which ones work, which ones resonate with your target. With the analytics tools, you can see how much engagement there was with an email, click-through-rates etc.
HubSpot works for all digital marketing activities. Whether it is optimizing your organization’s blog or creating a landing page. It provides specific tools for social media marketing, blogs, and content management among others, which are used to promote your brand. By automating many of the marketing tasks, offering templates, and allowing you to schedule posts, HubSpot allows you and your team to spend less time implementing digital marketing campaigns. It also lets you use multiple inbound marketing techniques simultaneously, to increase search ranking and traffic to your site.
In Part 2, we will further learn how HubSpot can power digital marketing with specific tools and integrations.
Our specialists in the platform can help you implement and manage HubSpot for your digital marketing needs. Click here, to find out more.
It is not every day that a company gets positive reviews from customers. According to Michael Norris, the representative of Ziet International, a digital marketing company, which has some of the most impressive, teams with over combined 300 years total experience taking pointers from the past and automating the future. Michael revealed that the company has been highly rated by customers, with most of them pointing at the quality and prompt services offered by the digital advertising company. The customer reviews were left by individuals and businesses who have been served by Ziet International. These customers also mentioned the fact that the company has continued to maintain a huge presence in the offline world despite the fact that it is a digital company. When asked about this, the company representative pointed out that they have continued to use offline means as they are still very effective especially for the businesses that operate locally. Customers also pointed out effective campaigns as another reason why they would choose Ziet International over and over. One customer revealed that he posted very good sales within a short period of seeking marketing campaign from the company adding that he will always recommend Ziet International for all their marketing services.
Among the services offered at Ziet International are social media marketing, viral marketing, running email marketing campaigns, graphic design, airport advertising, and billboard advertising among others. The company has a team of highly experienced professionals whom, according to the representative, work both offline and online to deliver effective advertising campaigns. The company representative revealed that they are soon recruiting more designers to cater for the increased demand. He reiterated that despite the increased demand, they will strive to give each customer the required attention, ensuring that the highest standards of quality are maintained at all times.
On effectiveness of their marketing campaigns, the company representative said that they have been receiving positive feedbacks from the customers, adding that they encourage every customer to give a review, whether positive or negative. The company spokesperson observed that these reviews go a long way in improving their service delivery.
About Ziet International
Ziet International is a full service digital marketing company helping businesses institute a marketing strategy that helps them achieve great results. With more than twenty years of experience in this field, the company has managed to remain relevant due to their approach of online and offline execution. With their viral marketing, influencer marketing social media initiatives, digital billboards, airport advertising among other services, the company has been offering businesses successful High Exposure High Impact Advertising Campaigns.
Influencer marketing has certainly evolved throughout the years, and 2018 will be no different. We have been keeping a finger on the pulse of the industry, and below are the top trends we believe marketers will see when working with influencers in 2018.
Leveraging a plan for owned, earned and paid media will be even more important.
We have all read the articles speculating that Facebook and Instagram could be making changes to their algorithm and restricting organic viewability to influencer content tagged with their “paid” tool — but who knows what will actually happen. That being said, as a smart marketer, we have seen Facebook and Instagram make changes in the past, so it’s just good practice to start planning for paid support in all influencer content on social channels. Not only does this combat against any potential changes, but it also helps get your messaging in front of additional folks who wouldn’t see the content organically, increase engagement potential and give you the ability to target a very specific audience on these platforms.
In addition, brands are starting to understand the value of influencer content beyond just being posted on the influencer’s channels. By repurposing Influencer content via the brand’s owned avenues, we are seeing increased reach, awareness and engagement opportunities with potential customers. This also helps build the relationship between the influencer and the brand and makes the campaign seem more holistic and less of a one-off.
Long-term, substantial relationships between influencers and the brands they work with are no longer a “nice to have” but are a “must have.”
Consumers today are extremely socially savvy. They notice more and more when influencers are inauthentic or are just participating in a campaign to get paid, and are quick to call out a brand or Influencer for this. Brands are attempting to combat this by opting into long-term partnerships with influencers. These partnerships vary depending on the brand’s goals, but could be very immersive and include things like factory or office tours, first access to new product launches, representing the brand at conference or industry events, or serving as talent in brand TV or digital commercials. When brands and Influencers have a strong, long-term partnerships, the content the influencer creates is even more authentic, as their readers know the influencer truly believes in the brand and what it stands for.
ROI is an even bigger focus.
Influencer marketing is inherently a brand awareness and affinity marketing play, but many marketers are wondering how they can get their influencer content to do more for them as it relates to e-commerce and sales. You will see more campaigns that have specific calls-to-action to purchase, or test-and-learn programs with social media platforms that allow users to easily buy products shown in influencer content. You’re already seeing this in shoppable retail posts via platforms like Instagram, but we foresee more and more of this within influencer content in 2018. Marketers will also put more of an emphasis on tracking this type of content and determine campaign successes through KPIs, such as foot traffic, e-commerce sales, and subscriptions.
Crystal Duncan is a senior account supervisor, Influencer Marketing, Chicago.
Originally published at www.edelman.com on December 11, 2017.