SEO Biz Updated RSS Feed http://feed.informer.com/digests/MLEFXEUEU1/feeder SEO Biz Updated RSS Feed Respective post owners and feed distributors Thu, 21 Sep 2017 18:07:00 +0000 Feed Informer http://feed.informer.com/ Why marketers need to help manage digital transformations https://marketingland.com/why-marketers-need-to-help-manage-digital-transformations-257648 Marketing Land urn:uuid:bea9518f-c50e-23bc-0734-95b0fcfaf0e1 Fri, 22 Feb 2019 23:36:36 +0000 <p>Two new reports -- from Forrester and Altimeter -- show the organizational challenges to becoming digital.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/why-marketers-need-to-help-manage-digital-transformations-257648">Why marketers need to help manage digital transformations</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <div id="attachment_257652" style="width: 810px" class="wp-caption alignnone"><img class="size-full wp-image-257652" src="https://marketingland.com/wp-content/ml-loads/2019/02/stages-of-transformation-altimeter800x450.png" alt="From the Altimeter report" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/stages-of-transformation-altimeter800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2019/02/stages-of-transformation-altimeter800x450-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2019/02/stages-of-transformation-altimeter800x450-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /><p class="wp-caption-text">From the Altimeter report</p></div> <p>CMOs need to become more involved in their company’s overall digital transformation, because they&#8217;re the ones who best understand the customer.</p> <p>That’s a key idea in two recent reports – Forrester’s “<a href="https://www.forrester.com/report/CMOs+Define+Your+Role+In+Digital+Transformation/-/E-RES144034">CMOs: Define Your Role in Digital Transformation</a>” [Forrester clients only] and Altimeter’s “<a href="http://content.prophet.com/the-state-of-digital-transformation-2018-2019" target="_blank" rel="noopener">The State of Digital Transformation</a>&#8221; [free, registration required].</p> <p><strong>Getting a seat.</strong> The subtitle to the Forrester report summarizes its main message to marketing executives: “To Get a Seat at the Table, Command Your Customer’s Experience.”</p> <p>“Many CMOs are not necessarily part of the executive committee,” report author and analyst Thomas Husson said in an interview, “and [too] many of them do not really take an active role in the digital transformation journey.”</p> <div id="attachment_257654" style="width: 615px" class="wp-caption alignnone"><img class="size-large wp-image-257654" src="https://marketingland.com/wp-content/ml-loads/2019/02/Forrester-bar-chart-605x600.png" alt="From the Forrester report." width="605" height="600" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/Forrester-bar-chart-605x600.png 605w, https://marketingland.com/wp-content/ml-loads/2019/02/Forrester-bar-chart-404x400.png 404w, https://marketingland.com/wp-content/ml-loads/2019/02/Forrester-bar-chart-768x761.png 768w, https://marketingland.com/wp-content/ml-loads/2019/02/Forrester-bar-chart-70x70.png 70w, https://marketingland.com/wp-content/ml-loads/2019/02/Forrester-bar-chart.png 783w" sizes="(max-width: 605px) 100vw, 605px" /><p class="wp-caption-text">From the Forrester report.</p></div> <p>One reason he found: the addition of additional C-suite roles, like Chief Experience Officer or Chief Customer Officer. Brands that do have the strong involvement of their CMO in digital transformation, he said, include Southwest Airlines, JetBlue, Netflix, Lexus, Nike and Coca-Cola.</p> <p><strong>Customer experience. </strong>When the CIO and the IT department take the lead in digital transformation, Husson said, the emphasis is more on “improving processes and efficiencies and on reducing costs.” Many CMOs, on the other hand, own customer experience at their companies, and are likely to bring more of a focus on what the customer sees and does.</p> <p>As an example of what CMOs can add, Husson suggested that the addition of chatbots for customer service might be more focused on streamlining processes than on making sure customers are happy, if the CIO is the only one guiding that department’s transformation.</p> <p>The CMO shouldn’t “necessarily lead execution or get new responsibilities [to] the detriment of other members of the C-Suite,” he said, “but I think the more the CMO is involved, the more the customer experience is authentic, inspiring and mobilizing.”</p> <p>Of course, CMOs have a lot to do already with transforming their own department, marketing. But CMOs could inject “values and brand purpose everywhere,” he said, as an “orchestrator and coordinator of customer experiences.”</p> <p><strong>“The ultimate ambassador.” </strong>Forty-one percent of organizations tell Forrester that marketing is the key owner of customer experience in their organizations.</p> <p>Forrester’s advice to CMOs: immerse yourself in digital transformation, start by transforming your own marketing approach, create “an ambitious culture of hybrid teams,” turn your company’s brand values into employee values because that feeds customer experience and “consider yourself the ultimate ambassador of the customer experience.”</p> <div id="attachment_257655" style="width: 701px" class="wp-caption alignnone"><img class="size-large wp-image-257655" src="https://marketingland.com/wp-content/ml-loads/2019/02/Altimeter-dig-transformation-691x600.png" alt="From the Altimeter report" width="691" height="600" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/Altimeter-dig-transformation-691x600.png 691w, https://marketingland.com/wp-content/ml-loads/2019/02/Altimeter-dig-transformation-460x400.png 460w, https://marketingland.com/wp-content/ml-loads/2019/02/Altimeter-dig-transformation-768x667.png 768w, https://marketingland.com/wp-content/ml-loads/2019/02/Altimeter-dig-transformation.png 800w" sizes="(max-width: 691px) 100vw, 691px" /><p class="wp-caption-text">From the Altimeter report</p></div> <p><strong>Altimeter&#8217;s study.</strong> Another new report, Altimeter’s fifth annual “The State of Digital Transformation,” noted that a successful transformational effort needs “a leader with broad organizational purview.” It points out that CIOs own or sponsor digital transformation initiatives for 28 percent of the respondents it surveyed for its research, while CEOs serve that leadership role for 23 percent. In 2018 in North America, the report says, only three percent of CMOs own digital transformation.</p> <p>The Altimeter report points out a key reason why CMOs could be very useful: 41 percent of companies are making investments without thorough customer research.<br /> <strong><br /> Why you should care. </strong>Leading drivers of digital transformation, according to the Altimeter report, are growth opportunities, which were cited by 51 percent of respondents and, for 41 percent, increased competitive pressure. These stats point to the main reason for digital transformation: to transform the experience into something that customers expect and will enjoy &#8212; and keep the competition from getting there first.</p> <p>While the technical staff need to have a major role in how that is done, the marketers are the one who can best inform what the new experience should present, and how. Taken together, these two reports offer some direction for how the challenge of digital transformation can best be addressed with customers in mind.</p> <p><i>This story first appeared on MarTech Today. For more on marketing technology, <a href="https://martechtoday.com?utm_src=ml&amp;utm_medium=textlink&amp;utm_campaign=mlxpost">click here.</a></i></p> <p>&nbsp;</p> <p>The post <a rel="nofollow" href="https://marketingland.com/why-marketers-need-to-help-manage-digital-transformations-257648">Why marketers need to help manage digital transformations</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google is Letting All Online Retailers Upload Product Data to Search Results by @MattGSouthern http://tracking.feedpress.it/link/13962/11095232 Search Engine Journal urn:uuid:24298b44-9565-ac00-73f1-fe1866334fc4 Fri, 22 Feb 2019 22:03:25 +0000 <p>Google announced it is expanding Merchant Center capabilities to all online retailers allowing them to directly provide up-to-date product information.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-is-letting-all-online-retailers-upload-product-data-to-search-results/294949/">Google is Letting All Online Retailers Upload Product Data to Search Results by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11095232.gif" height="1" width="1"/> Google Advises Against Using Tag Manager to Implement Structured Data by @MattGSouthern http://tracking.feedpress.it/link/13962/11094878 Search Engine Journal urn:uuid:eb715074-d25b-9ad7-036f-c1d7d099e214 Fri, 22 Feb 2019 19:17:04 +0000 <p>Google's John Mueller advises SEOs not to implement structured data using Google Tag Manager.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-advises-against-using-tag-manager-to-implement-structured-data/294923/">Google Advises Against Using Tag Manager to Implement Structured Data by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11094878.gif" height="1" width="1"/> Caption this… Enter your martech caption for bragging rights and prizes! https://marketingland.com/caption-this-enter-your-martech-caption-for-bragging-rights-and-prizes-257610 Marketing Land urn:uuid:5fe26449-3acf-250e-74e9-f13123000336 Fri, 22 Feb 2019 17:36:55 +0000 <p>You may know Tom Fishburne, a.k.a. the Marketoonist, who keeps us in stitches with his humorous takes on serious marketing, customer experience, and technology issues. Tom will once again be keynoting at The MarTech® Conference in San Jose April 3-5. I’m really looking forward to his new presentation, Look! Squirrel! Beyond the Shiny New Thing [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/caption-this-enter-your-martech-caption-for-bragging-rights-and-prizes-257610">Caption this… Enter your martech caption for bragging rights and prizes!</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="alignnone size-large wp-image-231207" src="https://martechtoday.com/wp-content/uploads/2019/02/marketoonist2019-800x450.jpg" alt="" width="800" height="450" /> <p>You may know Tom Fishburne, a.k.a. the Marketoonist, who keeps us in stitches with his humorous takes on serious marketing, customer experience, and technology issues. Tom will once again be keynoting at <a href="https://martechconf.com/west?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=mt+west+2019&amp;utm_content=marketoonist">The MarTech® Conference</a> in San Jose April 3-5.</p> <p>I’m really looking forward to his new presentation, <em>Look! Squirrel! Beyond the Shiny New Thing to Sustained Organizational Change</em>. Tom will enlighten us as he makes us laugh at the way we think about adopting new martech, overcoming fear, and driving transformation at our companies.</p> <p>Keeping with tradition, here’s your opportunity to be recognized for your own sense of humor and participate in the MarTech Cartoon Caption Contest. In 2017, we received more than 150 silly, inspiring and nutty entries, and this year we’re hoping to really get the creativity flowing.</p> <p><a href="https://www.surveymonkey.com/r/MarTech2019CaptionContest">Submit your creative caption</a> for the above cartoon by Thursday, March 14 by 11:59 pm PST.</p> <p>Tom will share the best entries in San Jose on Friday, April 5 as he unveils the official version of his cartoon during MarTech’s closing presentation. If you win, you’ll get an on-stage shout out and receive a framed version of the cartoon with your caption, autographed by Tom.</p> <p>(Best case scenario, <a href="https://martechconf.com/west/rates/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=mt+west+2019&amp;utm_content=marketoonist">you’re actually <em>at</em> MarTech</a> to accept your prize and bask in the praise of your peers&#8230; but if not, we’ll ship it to your home or office!)</p> <p>While <em>I’m</em> not eligible to win (nor are any MarTech Conference employees or family members), we did come up with some captions to get things rolling. Here are the best of what we got:</p> <blockquote><p>&#8220;At least it&#8217;s still less dumb looking than the Google Glass.&#8221;<br /> &#8220;That&#8217;s great, but I asked for coffee and a bagel.&#8221;<br /> &#8220;Ever since 5G, Robert&#8217;s &#8230; changed.&#8221;</p></blockquote> <p>For the record, here’s the original MarTech Marketoonist cartoon from 2017:</p> <img class="alignnone wp-image-231208 size-large" src="https://martechtoday.com/wp-content/uploads/2019/02/MarTech_web-800x579.jpg" alt="" width="800" height="579" /> <p><a href="https://www.surveymonkey.com/r/MarTech2019CaptionContest">Submit your caption now!</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/caption-this-enter-your-martech-caption-for-bragging-rights-and-prizes-257610">Caption this… Enter your martech caption for bragging rights and prizes!</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Video comes to Google responsive display ads https://marketingland.com/video-comes-to-google-responsive-display-ads-257605 Marketing Land urn:uuid:62659dcb-e589-0532-ace3-b3ca0f2faf48 Fri, 22 Feb 2019 16:01:30 +0000 <p>Along with video options, Google introduced two new reporting options to help advertisers better evaluate their responsive display ads.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/video-comes-to-google-responsive-display-ads-257605">Video comes to Google responsive display ads</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <div id="attachment_257606" style="width: 810px" class="wp-caption aligncenter"><img class="size-large wp-image-257606" src="https://marketingland.com/wp-content/ml-loads/2019/02/google-responsive-display-ads-combinations-report-800x370.png" alt="" width="800" height="370" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/google-responsive-display-ads-combinations-report-800x370.png 800w, https://marketingland.com/wp-content/ml-loads/2019/02/google-responsive-display-ads-combinations-report-600x278.png 600w, https://marketingland.com/wp-content/ml-loads/2019/02/google-responsive-display-ads-combinations-report-768x355.png 768w, https://marketingland.com/wp-content/ml-loads/2019/02/google-responsive-display-ads-combinations-report.png 895w" sizes="(max-width: 800px) 100vw, 800px" /><p class="wp-caption-text">New responsive display ads combinations report now available.</p></div> <p>Now you can add YouTube video assets to Google responsive display ad (RDA) campaigns. Google also <a href="https://support.google.com/google-ads/answer/9260895">announced</a> two reporting updates for responsive display ads Thursday.</p> <p><strong>Why you should care. </strong>It was only a matter of time before video &#8212; via YouTube, naturally &#8212; became an option for RDA campaigns. Like responsive search ads (RSAs), these ads are largely automated, with advertisers adding multiple images &#8212; and now up to five YouTube videos &#8212; headlines, descriptions and brand logos that get served in different combinations and ad sizes dynamically.</p> <p>Last fall, Google announced responsive display ads would become <a href="https://searchengineland.com/google-responsive-display-ads-roll-out-as-new-default-display-format-305212">the default display format</a>. This week&#8217;s announcements mark the first substantial updates for RDAs since the initial rollout.</p> <p><strong>Combinations report. </strong>Potentially serving dozens of dynamic combinations can make it hard to evaluate what&#8217;s working. The new combinations report (shown above) is designed to give advertisers more insights into which groupings of assets and copy are performing best. You&#8217;ll find the report under a new Combinations tab in the Google Ads interface.</p> <p><strong>Ad strength score. </strong>A variation on the ad strength score already available for RSAs is now available for RDAs. Google will show you progress reports on the number and quality of images, headlines and descriptions you&#8217;ve added, with &#8220;next steps&#8221; tips for improvement.</p> <p>This can be helpful directionally, but don&#8217;t fret if your ad strength score is &#8220;average.&#8221; If you&#8217;re happy with your line-up of assets, just start testing.</p> <div id="attachment_257607" style="width: 810px" class="wp-caption aligncenter"><img class="size-large wp-image-257607" src="https://marketingland.com/wp-content/ml-loads/2019/02/responsive-display-ads-ad-strength-score-800x469.png" alt="" width="800" height="469" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/responsive-display-ads-ad-strength-score-800x469.png 800w, https://marketingland.com/wp-content/ml-loads/2019/02/responsive-display-ads-ad-strength-score-600x352.png 600w, https://marketingland.com/wp-content/ml-loads/2019/02/responsive-display-ads-ad-strength-score-768x451.png 768w, https://marketingland.com/wp-content/ml-loads/2019/02/responsive-display-ads-ad-strength-score.png 895w" sizes="(max-width: 800px) 100vw, 800px" /><p class="wp-caption-text">Ad strength scores and recommendations show above the ad preview in the Google Ads interface.</p></div> <p>The post <a rel="nofollow" href="https://marketingland.com/video-comes-to-google-responsive-display-ads-257605">Video comes to Google responsive display ads</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google Introduces 3 New Features for Responsive Display Ads by @MattGSouthern http://tracking.feedpress.it/link/13962/11094047 Search Engine Journal urn:uuid:4c8110e5-6878-8e1a-2b90-b65a1e34a74d Fri, 22 Feb 2019 15:45:43 +0000 <p>Google is rolling out three new features for responsive display ads that are designed to improve functionality and reporting capabilities.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-introduces-3-new-features-for-responsive-display-ads/294871/">Google Introduces 3 New Features for Responsive Display Ads by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11094047.gif" height="1" width="1"/> 17 Tips & Tricks to Improve Your Content by @kristaneher http://tracking.feedpress.it/link/13962/11093845 Search Engine Journal urn:uuid:b0214d78-b0f6-8b36-ab59-aa20633fa435 Fri, 22 Feb 2019 14:45:40 +0000 <p>Take your content to the next level. Here are 17 tips, tricks, and tools that can improve your content.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/tips-tricks-improve-content/294633/">17 Tips &#038; Tricks to Improve Your Content by @kristaneher</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11093845.gif" height="1" width="1"/> How to Optimize Shopping Actions with Google Express by @ebkendo http://tracking.feedpress.it/link/13962/11093789 Search Engine Journal urn:uuid:9e26cd8a-aaa6-d020-3e0e-9c20f29bf3e7 Fri, 22 Feb 2019 13:45:01 +0000 <p>Here is how to take your Google Express optimization to the next level if you're using Shopping Actions today.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/optimize-shopping-actions-google-express/294365/">How to Optimize Shopping Actions with Google Express by @ebkendo</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11093789.gif" height="1" width="1"/> Scarcity marketing: Does it still work? https://marketingland.com/scarcity-marketing-does-it-still-work-257588 Marketing Land urn:uuid:c49ebcea-0043-d192-f430-e78f7cf5ddac Fri, 22 Feb 2019 13:00:43 +0000 <p>Creating a sense of exclusivity and limited-time offers for high-quality items can be a powerful way to sell your products or services. But how you do it matters.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/scarcity-marketing-does-it-still-work-257588">Scarcity marketing: Does it still work?</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>These days, everything seems to be about ease, convenience and availability. With a few clicks, you can get almost anything (groceries, clothes, transportation&#8230;you name it!) sent to your home.</p> <p>If people can’t get what from one business, another option is just a few more clicks away – so why wait?</p> <img class="aligncenter size-full wp-image-257589" src="https://marketingland.com/wp-content/ml-loads/2019/02/image2-1.gif" alt="" width="400" height="224" /> <p>In this climate, it seems like scarcity marketing should be a thing of the past. However, this couldn’t be further from the truth. As it turns out, having so much surplus makes people much more competitive over limited resources. So, if you do it right, scarcity marketing can actually be an incredibly powerful way to sell your products or services.</p> <p>With all that in mind, let’s talk about scarcity marketing and how to use it effectively with today’s “I want it now” consumers.</p> <h2>How scarcity marketing works</h2> <p>Scarcity marketing is based on one very simple, primal principle: <a href="https://www.psychologytoday.com/us/blog/the-main-ingredient/200909/the-most-powerful-motivator" target="_blank" rel="noopener">fear motivates people to act</a>. This can be fear of almost anything: fear of missing out, fear of social embarrassment, fear of inadequacy&#8230;you get the idea.</p> <p>Take the Disney Vault, for example. For decades, Disney has locked away its classic movies for years at a time. Then, every so often, they open the vault and re-release certain titles — for a limited time. If you want a copy of your childhood favorite film, you have to buy during that period or you’ll miss out.</p> <p>It’s a simple strategy, but it’s so well-designed and executed that every “new” release draws in <a href="https://www.vulture.com/2017/02/the-disney-vault-is-real-heres-what-its-like-inside.html" target="_blank" rel="noopener">the next generation of buyers</a>. And, as a result, the Disney movies maintain a special, almost sacred place in the American household — all because of scarcity marketing.</p> <p>The secret to Disney’s success is the fact that when things are always available, they become a commodity. As humans, we take the commonplace for granted. However, when something is only available for limited times or in limited quantities, it becomes special. We care a lot more about things that are hard to get or replace and that makes those things more valuable to us.</p> <h2>Putting scarcity to work for you</h2> <p>As it turns out, two-day shipping and other services that indulge the <a href="https://www.disruptiveadvertising.com/ppc/ecommerce/amazon-advertising-101/" target="_blank" rel="noopener">“I want it now” side of the market</a> have actually increased the effectiveness of scarcity marketing. People simply aren’t used to limited supplies or having to wait for something, so scarcity has an even bigger impact than used to.</p> <p>This is good news because it means that you don’t have to be a giant company with a decades-old brand to make scarcity marketing work. Here are a few ideas.</p> <h2>Create high-quality products</h2> <p>Anyone who’s ever tried a DIY project knows that quality takes a lot of time and effort. As a result, we all naturally recognize that quality and quantity have an inverse relationship: the higher the quality, the less you can produce.</p> <p>Whether or not that actually plays out at scale, that’s how we all believe things work.</p> <p>Take alcohol, for example. For centuries, a variety of factors (local weather and soil conditions, harvest time and quality, fermentation technique, age, etc.) have made alcohol a limited-edition product. Sure, you can get cheap wine, but if you really want the good stuff, you need to buy the wine from the right year and the right brand.</p> <p>Most of the time, good alcohol is only available in limited quantities. Or at least, that’s the mystique&#8230;and it’s one that works for some businesses.</p> <p>For instance, Pappy Van Winkle only ships out 7,000 cases of whiskey each year. Could they produce more? Probably, but by focusing on quality and limiting their production to a few thousand cases a year, they’ve created a product that people will pay hundreds of dollars a bottle for.</p> <p>What matters here is not how much whiskey they can make. What matters is the fact that people believe there is so much care into creating those 7,000 cases that they can <b>only</b> make 7,000 cases. As a result, they’re willing to pay way more for a bottle of Pappy’s than they ever would for a mass-produced bottle of whiskey.</p> <h2>Create a sense of exclusivity</h2> <p>Another reason why scarcity marketing is so powerful is that it creates a sense of exclusivity. In some states, you have to <a href="https://www.abc.virginia.gov/about/media-room/2018/11292018-van-winkle-lottery" target="_blank" rel="noopener">win a lottery</a> to get the chance to buy a few bottles of Pappy Van Winkle’s, so if you pull one out at dinner, it immediately shows everyone that you’re someone special.</p> <p>Essentially, scarcity marketing creates “haves” and “have-nots.” This creates a sense of social superiority or inferiority — depending on which group you’re in — and allows you to put some primal social instincts to work for your business.</p> <p>For example, some of the most effective online platforms got their start by using this scarcity marketing approach. Gmail and Pinterest both originally started as invitation-only platforms. If you had an invite, you were part of an elite crowd with exclusive access to something new and exciting.</p> <p>Whether or not Gmail or Pinterest were actually better than any other similar platform at the time wasn’t important. What mattered was that the exclusivity around the platform made the platform <b>feel</b> superior, so people were eager to get in on the action.</p> <h2>Create a limited-time offer</h2> <p>The simplest way to create a feeling of exclusivity and desirability around your product is to limit the availability of your products or services.</p> <p>We’ve already discussed how Disney uses this tactic with the Disney Vault, but there are a variety of other ways to use limited availability to increase sales, too.</p> <p>For example, the art gallery Mondo commissions artists to create alternative art pieces for games, movies, music albums, etc. They aren’t the only business to do this sort of thing, but by limiting the prints of these pieces, they’ve built a rabid following. In many cases, popular Mondo prints sell out in a matter of hours-to-days, so fans keep a close eye on the gallery’s Twitter account for news about upcoming releases.</p> <img class="aligncenter size-large wp-image-257590" src="https://marketingland.com/wp-content/ml-loads/2019/02/image1-545x600.jpg" alt="" width="545" height="600" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/image1-545x600.jpg 545w, https://marketingland.com/wp-content/ml-loads/2019/02/image1-363x400.jpg 363w, https://marketingland.com/wp-content/ml-loads/2019/02/image1.jpg 592w" sizes="(max-width: 545px) 100vw, 545px" /> <p>Other brands like Supreme or Bape have regularly scheduled product “drops” with limited quantities of their latest design or jersey. As a result, there’s a buying frenzy each time a new line of products becomes available.</p> <p>These businesses don’t necessarily have better quality products or only sell their goods to a select group of people. But, by limiting the availability of their products, these businesses have effectively made their items into collectibles&#8230;without having to go out of business or style before their products become valuable.</p> <h2>Conclusion</h2> <p>Although the<a href="https://www.disruptiveadvertising.com/adwords/optimize-adwords-campaign-4-micro-moments/" target="_blank" rel="noopener"> current consumer mindset</a> could probably be best described as “Give it to me NOW,” you can still use scarcity to get more out of your marketing. If anything, recent changes in consumer expectations seem to have amplified the effectiveness of scarcity marketing.</p> <p>However, scarcity marketing only works if you do it right. If you try to create scarcity around a product or service that is widely available or does not have an element of uniqueness or quality to it, you’ll just end up driving potential customers elsewhere.</p> <p>But, if you pick a product or service with inherent value, scarcity marketing can significantly increase the perceived value of your offer and turn something that could be commonplace into something people will fight for.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/scarcity-marketing-does-it-still-work-257588">Scarcity marketing: Does it still work?</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Unconventional email themes can improve engagement with the right approach https://marketingland.com/unconventional-email-themes-can-improve-engagement-with-the-right-approach-257569 Marketing Land urn:uuid:91559e2d-09e9-f87b-d544-883d6a685772 Fri, 22 Feb 2019 13:00:18 +0000 <p>Themes like Tax Day, National Dog Day and your brand's birthday can add a little flavor to your subscribers’ inboxes. Here's a list of best practices for themed emails.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/unconventional-email-themes-can-improve-engagement-with-the-right-approach-257569">Unconventional email themes can improve engagement with the right approach</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>As an email marketer, you may be feeling the post-holiday lull as 2019 starts to take shape. After a period of high subscribe rates and <a href="https://retail.emarketer.com/article/black-friday-cyber-monday-thanksgiving-were-exclamation-points-on-stellar-2018-holiday-season/5c2ff200b979f10bfca9520e">massive online sales</a>, you might be left wondering how to avoid a drop in your email metrics as the excitement winds down.</p> <p>If this sounds familiar, you’re not alone. My employer, Yes Marketing, collected data from Q1 2018 and found that unsubscribe rates increased dramatically this time of year, and marketers struggle to keep subscribers active and engaged. Instead of getting lost in the crowd, it’s time to exercise that creative muscle and think outside the box.</p> <p>One of my favorite ways to get creative this time of year is by using unconventional themes — holidays and other events that occur outside of the typical holiday season — within email messages. Unconventional themes, from Tax Day to National Dog Day to a holiday unique to your brand (like your birthday), can help you add a little flavor to your subscribers’ inboxes.</p> <h2>What are some examples of unconventional themes?</h2> <p>Unconventional themes can be anything from season changes to small holidays to national events. We also found higher engagement with email themes like Groundhog Day and Pie Day than they did with non-themed or business-as-usual (BAU) emails in 2018. As we head into Q2 and start preparing for Q3, consider some unconventional themes that may add some spark to your email messages between April and September.</p> <p>Top performing themes among our clients in Q2 2018 included:</p> <ul> <li><strong>Festivals:</strong> Emails that used festivals, such as SXSW or Coachella, as a theme in 2018 generated an 18.9 percent open rate, which is 37 percent higher than the average BAU emails in Q2 (13.8 percent).</li> <li><strong>Tax Day:</strong> Tax Day earned marketers a 14.3 percent click-to-open rate (CTO) in 2018, 55 percent higher than the 9.2 percent average CTO for BAU emails.</li> <li><strong>Earth Day:</strong> Earth Day-themed emails generated a 4.3 percent conversion rate for marketers, compared to the 3.7 percent conversion rate for BAU emails.</li> <li><strong>Spring season:</strong> Marketers who leveraged the spring season for a theme earned a 15.1 percent open rate, compared to the BAU average of 13.8 percent.</li> </ul> <p>Top performing themes in Q3 2018 included:</p> <ul> <li><strong>Oktoberfest:</strong> Emails with an Oktoberfest theme generated a 22.2 percent open rate, 64 percent higher than the average open rate of BAU emails for Q3 2018 (13.5 percent).</li> <li><strong>National Dog Day:</strong> National Dog Day-themed emails drove an 18.6 percent conversion rate, which is more than four times the 4.2 percent BAU average for Q2 2018.</li> <li><strong>National Coffee Day:</strong> Emails with a National Coffee Day theme excelled at driving CTO rates. In Q2 2018, these emails generated a 23.9 percent CTO rate — more than twice the BAU average of 10.1 percent.</li> <li><strong>Black Friday in July:</strong> Black Friday in July emails generated a 16.6 percent open rate in 2018, compared to the BAU open rate average of 13.5 percent.</li> </ul> <p>You can also generate buzz around holidays that are unique to your brand. A great example of this is Prime Day, which is Amazon’s annual shopping holiday in July that has attracted a lot of <a href="https://www.businessinsider.com/competing-sales-prime-day-ebay-nordstrom-best-buy-2018-7">followers</a>. In 2018, Prime Day generated more than <a href="https://www.digitalcommerce360.com/2018/07/19/prime-day-2018-crosses-4-billion-in-sales/">$4 billion in sales</a>. Strategies like Prime Day are successful because they are an organized campaign that surprises and delights customers off-season.</p> <p>Of course, the larger the brand, the easier it is to create interest around a made-up holiday. That’s why using unconventional holidays or events that subscribers are familiar with can create “energy moments” that boost engagement outside of the standard shopping holidays. However, that doesn’t mean you can simply slap a Prime Day-like event on the calendar in July. Instead, take what makes your brand unique and share it with the world.</p> <h2>Best practices for leveraging unconventional themes</h2> <p>While unconventional themes can generate high engagement, marketers still need to follow email marketing best practices to ensure success with themed emails. Best practices for themed emails include developing a communication strategy, thinking beyond offers and always tying the theme to your brand message.</p> <ul> <li><strong>Develop a communication strategy:</strong> When experimenting with unconventional themes, schedule them on your marketing calendars well ahead of time, and develop a communication strategy around them. It’s important to build anticipation with your subscribers since these holidays and events aren’t always well known.</li> <li><strong>Think beyond offers:</strong> Not all themed emails need to include an offer (e.g., free shipping or a percent off). Many brands have found success using unconventional themes to build brand awareness and to surprise and delight subscribers. Emails that simply generate a smile through humor or goodwill can condition subscribers to get in the habit of engaging with your emails moving forward.</li> <li><strong>Bring it back to your brand:</strong> Always find a way to tie your themes back to your brand. When connected to your brand in some way, the theme won’t overpower your message. For example, H&amp;M once used the National Coffee Day theme to promote the brand’s lesser-known household items, which included coffee mugs. Rather than just using National Coffee Day to send a blanket offer, the brand chose to tie the theme back to a very relevant product it carried.</li> </ul> <p>Don’t wait. As Q2 fast approaches, get some unconventional themed emails on your marketing calendars and start testing. As subscribers hit the road for vacations in the spring and summer months, they’ll spend less time shopping online, so you need to work harder to grab their attention. Having a little fun with a National Dog or Coffee Day theme can go a long way.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/unconventional-email-themes-can-improve-engagement-with-the-right-approach-257569">Unconventional email themes can improve engagement with the right approach</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Be the Positivity You Wish to See in the World http://tracking.feedpress.it/link/13962/11093630 Search Engine Journal urn:uuid:1019ee2e-665d-b518-ff02-b3ca55c741b4 Fri, 22 Feb 2019 12:45:40 +0000 <p>You must choose. But choose wisely. Positivity can bring more positivity into your world. Negativity can take it away.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/be-more-positive/294517/">Be the Positivity You Wish to See in the World</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11093630.gif" height="1" width="1"/> How to Create Long-Form Videos That Sell https://www.socialmediaexaminer.com/how-to-create-long-form-videos-sell-daniel-harmon/ Social Media Examiner urn:uuid:e1fc556c-377e-2c1c-17a2-941a5970b76d Fri, 22 Feb 2019 11:00:52 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/long-form-marketing-video-daniel-harmon-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/long-form-marketing-video-daniel-harmon-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/long-form-marketing-video-daniel-harmon-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/long-form-marketing-video-daniel-harmon-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/long-form-marketing-video-daniel-harmon-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/long-form-marketing-video-daniel-harmon-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Want to improve your video marketing? Wondering how to make marketing videos that people enjoy watching? To explore how to create long-form video that sells, I interview Daniel Harmon. Daniel is the chief creative officer at Harmon Brothers, a business that specializes in using video to brand and sell with humor. Their work can be [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-create-long-form-videos-sell-daniel-harmon/">How to Create Long-Form Videos That Sell</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> Eyelevel.ai launches contextual ad platform for chatbots https://marketingland.com/eyelevel-ai-launches-contextual-ad-platform-for-chatbots-257567 Marketing Land urn:uuid:527ce3ef-f5f5-6b50-45a2-155cd799b88a Fri, 22 Feb 2019 00:19:56 +0000 <p>Founded by veterans of IBM’s Watson supercomputer project, the startup is matching a sizeable chatbot publisher network with premium brands.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/eyelevel-ai-launches-contextual-ad-platform-for-chatbots-257567">Eyelevel.ai launches contextual ad platform for chatbots</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img src="https://marketingland.com/wp-content/ml-loads/2019/02/eyelevel-800x450.png" alt="" width="800" height="450" class="alignnone size-large wp-image-257581" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/eyelevel-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2019/02/eyelevel-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2019/02/eyelevel-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p>A San Francisco-based startup is out today with a native conversational marketing platform that it says offers a unique delivery of contextual conversational ads.</p> <p><a href="http://www.Eyelevel.ai">Eyelevel.ai</a>’s platform is compatible with Facebook Messenger, other messaging apps like Line and Telegram, SMS, mobile web and Android/iOS apps. In a typical use case, the user is interacting with a publisher’s chatbot, while Eyelevel keeps an eye out for key phrases in a given context.</p> <p><strong>Like recommendations from the conversational app.</strong> If, for instance, a conversation with an Expedia chatbot turned to the need to get a pocket-sized umbrella for a trip to London, Eyelevel can bring up a slide carousel of umbrellas for sale online.</p> <p>The media options depend on the messaging app, said co-founder Ryan Begley in an interview, and range from still images to gif animations or video clips. A click on one of those takes the user to a purchase screen, generally within the ongoing conversation, so returning to the conversation is a matter of continuing to chat and scroll.</p> <p>The company said this kind of contextual advertising, which employs advanced Natural Language Processing with proprietary data modeling machine learning and scoring, “feels like recommendations from the conversational application itself.”</p> <p>If someone asks a chatbot about the weather next week,” Eyelevel.ai President Mike Werner said in a statement, “it&#8217;s okay to promote an umbrella if it&#8217;s going to rain. People like that sort of recommendation because it adds value and feels very natural.”</p> <p><strong>Network of publishers. </strong>“We realized that to work, promotional content must be delivered in context, or else the users would hate it,&#8221; said Tiv.ai CTO Assaf Elovic, an Eyelevel.ai client company that publishes a Personal Productivity Chatbot.</p> <p>He added that he can’t “emphasize enough the challenges associated with delivering context-based advertisements and why it&#8217;s not something that a company like ours can do well.” Eyelevel says it has over 45 advertisers signed up, representing a publisher network of more than 1700 chat apps.</p> <p>Co-founder Ryan Begley, one of several Eyelevel.ai co-founders who are veterans of IBM&#8217;s Watson supercomputing project, said in an interview that his company’s differentiators include a complete focus on contextual advertising within a conversation, with access to a large network of chatbot publishers and premium advertisers, like Expedia, Moet, and Louis Vuitton. Currently, the ads are all direct sales, he said.</p> <p><strong>Why you should care.</strong> With more than 300,000 active chatbots on Messenger alone, publishers need to add real value to users if the conversational interaction is expected to be more than a novelty.</p> <p>As any good salesperson can attest, making a sale depends in large part on bringing up the offer at the right time in the conversation, when it doesn’t feel pushed in the would-be customer’s face but actually answers a need.</p> <p>While some chatbots do include media or links to products or services for sale, Eyelevel offers a platform geared to contextual offers. Making the sale inside a chatbot conversation, and not losing the user in the process, is largely a function of the value that the offer provides at that moment.</p> <p><i>This story first appeared on MarTech Today. For more on marketing technology, <a href="https://martechtoday.com?utm_src=ml&amp;utm_medium=textlink&amp;utm_campaign=mlxpost">click here.</a></i></p> <p>The post <a rel="nofollow" href="https://marketingland.com/eyelevel-ai-launches-contextual-ad-platform-for-chatbots-257567">Eyelevel.ai launches contextual ad platform for chatbots</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> What a Two-Tiered SERP Means for Content Strategy - Whiteboard Friday http://tracking.feedpress.it/link/9375/11092976 Moz Blog urn:uuid:b7d9f664-4870-0533-5261-3bb0249b6901 Fri, 22 Feb 2019 00:00:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/21379\">willcritchlow</a></p><p>If you're a big site competing to rank for popular head terms, where's the best place to focus your content strategy? According to a hypothesis by the good folks at Distilled, the answer may lie in perfectly satisfying searcher intent. </p> <figure><iframe src="https://fast.wistia.net/embed/iframe/z392yvpkam?videoFoam=true" title="What a Two-Tiered SERP Means for Content Strategy - Whiteboard Friday Video" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"> </iframe></figure> <script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script> <figure><a href="https://i.imgur.com/T7yFpi5.jpg" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/0g0a7865-399842.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="ar3ht1f3t4f4"></a></figure> <p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high resolution version in a new tab! </p> <p><em>If you haven't heard the news, the <a href="https://moz.com/blog/new-domain-authority" target="_blank">Domain Authority</a>&nbsp;metric&nbsp;discussed in this episode will be updated on <strong>March 5th, 2019 </strong>to better correlate with Google algorithm<strong><strong></strong></strong> changes.<strong><strong>&nbsp;Learn about what's changing&nbsp;below:</strong></strong></em></p> <p style="text-align: center;"><a href="https://moz.com/domain-authority-2.0" target="_blank" class="button-primary large-cta">Learn more about the new DA</a></p> <hr> <h2>Video Transcription</h2> <p>Hi, Whiteboard Friday fans. I'm Will Critchlow, one of the founders at Distilled, and what I want to talk about today is joining the dots between some theoretical work that some of my colleagues have been doing and some of the client work that we've been doing recently and the results that we've been seeing from that in the wild and what I think it means for strategies for different-sized sites going on from here. </p> <h3>Correlations and a hypothesis</h3> <p>The beginning of this I credit to one of my colleagues, Tom Capper, <a href="https://twitter.com/THCapper" target="_blank">THCapper on Twitter</a>, who presented at our Search Love London conference a presentation entitled "<a href="https://www.slideshare.net/DistilledSEO/searchlove-london-2018-tom-capper-the-twotiered-serp-ranking-for-the-most-competitive-terms" target="_blank">The Two-Tiered SERP</a>," and I'm going to describe what that means in just a second. But what I'm going to do today is talk about what I think that the two-tiered SERP means for content strategy going forward and base that a little bit on some of what we're seeing in the wild with some of our client projects. </p> <p align="center"> </p> <figure><iframe src="http://www.slideshare.net/slideshow/embed_code/key/mAjU6onWreFNE2" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;" allowfullscreen=""> </iframe></figure> <div style="margin-bottom:5px"></div> <p>What Tom presented at Search Love London was he started by looking at the fact that the correlation between domain authority and rankings has decreased over time. So he pulled out some stats from February 2017 and looked at those same stats 18 months later and saw a significant drop in the correlation between domain authority and rankings. This ties into a bunch of work that he's done and presented elsewhere around potentially less reliance on links going forward and some other data that Google might be using, some other metrics and ranking factors that they might be using in their place, particularly branded metrics and so forth. </p> <p>But Tom saw this drop and had a hypothesis that it wasn't just an across-the-board drop. This wasn't just Google not using links anymore or using links less. It was actually a more granular effect than that. This is the two-tiered SERP or what we mean by the two-tiered SERP. So a search engine result page, a SERP, you've got some results at the top and some results further down the page. </p> <p>What Tom found — he had this hypothesis that was born out in the data — was that the correlation between domain authority and rankings was much higher among the positions 6 through 10 than it was among the top half of the search results page and that this can be explained by essentially somewhat traditional ranking factors lower down the page and in lower competition niches and that at the top of the page, where there's more usage data, greater search volume and so forth in these top positions, that traditional ranking factors played less of a part. </p> <p>They maybe get you into the consideration set. There are no domains ranking up here that are very, very weak. But once you're in the consideration set, there's much less of a correlation between these different positions. So it's still true on average that these positions 1 through 5 are probably more authoritative than the sites that are appearing in lower positions. But within this set there's less predictive value. </p> <p></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-02-21-at-3-329611.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="q0f44knl3psw"></figure> <p></p> <p>The domain authority is less predictive of ranking within this set than it is of ranking within this set. So this is the two-tiered SERP, and this is consistent with a bunch of data that we've seen across the place and in particular with the outcomes that we're seeing among content campaigns and content strategies for different kinds of sites. </p> <p>At Distilled, we get quite a lot of clients coming to us wanting either a content strategy put together or in some cases coming to us essentially with their content strategy and saying, "Can you execute this? Can you help us execute this plan?" It's very common for that plan to be, "We want to create a bunch of big pieces of content that get a ton of links, and we're going to use that link authority to make our site more authoritative and that is going to result in our whole site doing better and ranking better." </p> <h3>An anonymized case study</h3> <p>We've seen that that is performing differently in different cases, and in particular it's performing better on smaller sites than it is on big sites. So this is a little anonymized case study. This is a real example of a story that happened with one of our consulting clients where we put in place a content strategy for them that did include a plan to build the domain authority because this was a site that came to us with a domain authority significantly below that of their key competitors, also with all of these sites not having a ton of domain authority. </p> <p></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-02-21-at-3-179827.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="2q4v4m7m8t8p"></figure> <p></p> <p>This was working in a B2B space, relatively small domains. They came to us with that, and we figured that actually growing the authority was a key part of this content strategy and over the next 18 months put out a bunch of pieces that have done really well and generated a ton of press coverage and traction and things. Over that time, they've actually outstripped their key competitors in the domain authority metrics, and crucially we saw that tie directly to increases in traffic that went hand-in-hand with this increase in domain authority. </p> <p>But this contrasts to what we've seen with some much larger sites in much more competitive verticals where they're already very, very high domain authority, maybe they're already stronger than some of their competitors and adding to that. So adding big content pieces that get even more big authoritative links has not moved the needle in the way that it might have done a few years ago. </p> <p>That's totally consistent with this kind of setup, where if you are currently trying to edge in the bottom or you're competing for less competitive search terms, then this kind of approach might really work for you and it might, in fact, be necessary to get into the consideration set for the more competitive end. But if you're operating on a much bigger site, you've already got the competitive domain authority, you and your competitors are all very powerful sites, then our kind of hypothesis is that you're going to be needing to look more towards the user experience, the conversion rate, and intent research. </p> <h3>Are you satisfying searcher intent for competitive head terms?</h3> <p>What is somebody who performs this search actually looking to do? Can you satisfy that intent? Can you make sure that they don't bounce back to the search results and click on a competitor? Can you make sure that in fact they stay on your site, they get done the thing they want to get done, and it all works out for them, because we think that these kinds of things are going to be much more powerful for moving up through the very top end of the most competitive head terms. </p> <p>So when we're working on a content strategy or putting our creative team to work on these kinds of things on bigger sites, we're more likely to be creating content directly designed to rank. We might be creating content based off a ton of this research, and we're going to be incrementally improving those things to try and say, "Have we actually satisfied the perfect intent for this super competitive head term?" </p> <p></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-02-21-at-3-135987.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="uum3sxagck6t"></figure> <p></p> <p>What we're seeing is that's more likely to move the needle up at this top end than growing the domain authority on a big site. So I hope you found that interesting. I'm looking forward to a vigorous discussion in the comments on this one. But thank you for joining me for this week's Whiteboard Friday. I've been Will Critchlow from Distilled. Take care. </p> <p><a href="http://www.speechpad.com/page/video-transcription/">Video transcription</a> by <a href="http://www.speechpad.com/">Speechpad.com</a> </p> <hr> <p style="text-align: center;"><a href="https://moz.com/domain-authority-2.0" target="_blank" class="button-primary large-cta">Learn about Domain Authority 2.0!</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/21379\">willcritchlow</a></p><p>If you're a big site competing to rank for popular head terms, where's the best place to focus your content strategy? According to a hypothesis by the good folks at Distilled, the answer may lie in perfectly satisfying searcher intent. </p> <figure><iframe src="https://fast.wistia.net/embed/iframe/z392yvpkam?videoFoam=true" title="What a Two-Tiered SERP Means for Content Strategy - Whiteboard Friday Video" allowtransparency="true" frameborder="0" scrolling="no" class="wistia_embed" name="wistia_embed" allowfullscreen="" mozallowfullscreen="" webkitallowfullscreen="" oallowfullscreen="" msallowfullscreen="" width="100%" height="100%"> </iframe></figure> <script rel="display: none;" src="https://fast.wistia.net/assets/external/E-v1.js" async=""></script> <figure><a href="https://i.imgur.com/T7yFpi5.jpg" target="_blank"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/0g0a7865-399842.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="ar3ht1f3t4f4"></a></figure> <p style="text-align: center;" class="caption">Click on the whiteboard image above to open a high resolution version in a new tab! </p> <p><em>If you haven't heard the news, the <a href="https://moz.com/blog/new-domain-authority" target="_blank">Domain Authority</a>&nbsp;metric&nbsp;discussed in this episode will be updated on <strong>March 5th, 2019 </strong>to better correlate with Google algorithm<strong><strong></strong></strong> changes.<strong><strong>&nbsp;Learn about what's changing&nbsp;below:</strong></strong></em></p> <p style="text-align: center;"><a href="https://moz.com/domain-authority-2.0" target="_blank" class="button-primary large-cta">Learn more about the new DA</a></p> <hr> <h2>Video Transcription</h2> <p>Hi, Whiteboard Friday fans. I'm Will Critchlow, one of the founders at Distilled, and what I want to talk about today is joining the dots between some theoretical work that some of my colleagues have been doing and some of the client work that we've been doing recently and the results that we've been seeing from that in the wild and what I think it means for strategies for different-sized sites going on from here. </p> <h3>Correlations and a hypothesis</h3> <p>The beginning of this I credit to one of my colleagues, Tom Capper, <a href="https://twitter.com/THCapper" target="_blank">THCapper on Twitter</a>, who presented at our Search Love London conference a presentation entitled "<a href="https://www.slideshare.net/DistilledSEO/searchlove-london-2018-tom-capper-the-twotiered-serp-ranking-for-the-most-competitive-terms" target="_blank">The Two-Tiered SERP</a>," and I'm going to describe what that means in just a second. But what I'm going to do today is talk about what I think that the two-tiered SERP means for content strategy going forward and base that a little bit on some of what we're seeing in the wild with some of our client projects. </p> <p align="center"> </p> <figure><iframe src="http://www.slideshare.net/slideshow/embed_code/key/mAjU6onWreFNE2" width="595" height="485" frameborder="0" marginwidth="0" marginheight="0" scrolling="no" style="border:1px solid #CCC; border-width:1px; margin-bottom:5px; max-width: 100%;" allowfullscreen=""> </iframe></figure> <div style="margin-bottom:5px"></div> <p>What Tom presented at Search Love London was he started by looking at the fact that the correlation between domain authority and rankings has decreased over time. So he pulled out some stats from February 2017 and looked at those same stats 18 months later and saw a significant drop in the correlation between domain authority and rankings. This ties into a bunch of work that he's done and presented elsewhere around potentially less reliance on links going forward and some other data that Google might be using, some other metrics and ranking factors that they might be using in their place, particularly branded metrics and so forth. </p> <p>But Tom saw this drop and had a hypothesis that it wasn't just an across-the-board drop. This wasn't just Google not using links anymore or using links less. It was actually a more granular effect than that. This is the two-tiered SERP or what we mean by the two-tiered SERP. So a search engine result page, a SERP, you've got some results at the top and some results further down the page. </p> <p>What Tom found — he had this hypothesis that was born out in the data — was that the correlation between domain authority and rankings was much higher among the positions 6 through 10 than it was among the top half of the search results page and that this can be explained by essentially somewhat traditional ranking factors lower down the page and in lower competition niches and that at the top of the page, where there's more usage data, greater search volume and so forth in these top positions, that traditional ranking factors played less of a part. </p> <p>They maybe get you into the consideration set. There are no domains ranking up here that are very, very weak. But once you're in the consideration set, there's much less of a correlation between these different positions. So it's still true on average that these positions 1 through 5 are probably more authoritative than the sites that are appearing in lower positions. But within this set there's less predictive value. </p> <p></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-02-21-at-3-329611.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="q0f44knl3psw"></figure> <p></p> <p>The domain authority is less predictive of ranking within this set than it is of ranking within this set. So this is the two-tiered SERP, and this is consistent with a bunch of data that we've seen across the place and in particular with the outcomes that we're seeing among content campaigns and content strategies for different kinds of sites. </p> <p>At Distilled, we get quite a lot of clients coming to us wanting either a content strategy put together or in some cases coming to us essentially with their content strategy and saying, "Can you execute this? Can you help us execute this plan?" It's very common for that plan to be, "We want to create a bunch of big pieces of content that get a ton of links, and we're going to use that link authority to make our site more authoritative and that is going to result in our whole site doing better and ranking better." </p> <h3>An anonymized case study</h3> <p>We've seen that that is performing differently in different cases, and in particular it's performing better on smaller sites than it is on big sites. So this is a little anonymized case study. This is a real example of a story that happened with one of our consulting clients where we put in place a content strategy for them that did include a plan to build the domain authority because this was a site that came to us with a domain authority significantly below that of their key competitors, also with all of these sites not having a ton of domain authority. </p> <p></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-02-21-at-3-179827.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="2q4v4m7m8t8p"></figure> <p></p> <p>This was working in a B2B space, relatively small domains. They came to us with that, and we figured that actually growing the authority was a key part of this content strategy and over the next 18 months put out a bunch of pieces that have done really well and generated a ton of press coverage and traction and things. Over that time, they've actually outstripped their key competitors in the domain authority metrics, and crucially we saw that tie directly to increases in traffic that went hand-in-hand with this increase in domain authority. </p> <p>But this contrasts to what we've seen with some much larger sites in much more competitive verticals where they're already very, very high domain authority, maybe they're already stronger than some of their competitors and adding to that. So adding big content pieces that get even more big authoritative links has not moved the needle in the way that it might have done a few years ago. </p> <p>That's totally consistent with this kind of setup, where if you are currently trying to edge in the bottom or you're competing for less competitive search terms, then this kind of approach might really work for you and it might, in fact, be necessary to get into the consideration set for the more competitive end. But if you're operating on a much bigger site, you've already got the competitive domain authority, you and your competitors are all very powerful sites, then our kind of hypothesis is that you're going to be needing to look more towards the user experience, the conversion rate, and intent research. </p> <h3>Are you satisfying searcher intent for competitive head terms?</h3> <p>What is somebody who performs this search actually looking to do? Can you satisfy that intent? Can you make sure that they don't bounce back to the search results and click on a competitor? Can you make sure that in fact they stay on your site, they get done the thing they want to get done, and it all works out for them, because we think that these kinds of things are going to be much more powerful for moving up through the very top end of the most competitive head terms. </p> <p>So when we're working on a content strategy or putting our creative team to work on these kinds of things on bigger sites, we're more likely to be creating content directly designed to rank. We might be creating content based off a ton of this research, and we're going to be incrementally improving those things to try and say, "Have we actually satisfied the perfect intent for this super competitive head term?" </p> <p></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2019-02-21-at-3-135987.jpg" style="box-shadow: 0 0 10px 0 #999; border-radius: 20px;" data-image="uum3sxagck6t"></figure> <p></p> <p>What we're seeing is that's more likely to move the needle up at this top end than growing the domain authority on a big site. So I hope you found that interesting. I'm looking forward to a vigorous discussion in the comments on this one. But thank you for joining me for this week's Whiteboard Friday. I've been Will Critchlow from Distilled. Take care. </p> <p><a href="http://www.speechpad.com/page/video-transcription/">Video transcription</a> by <a href="http://www.speechpad.com/">Speechpad.com</a> </p> <hr> <p style="text-align: center;"><a href="https://moz.com/domain-authority-2.0" target="_blank" class="button-primary large-cta">Learn about Domain Authority 2.0!</a> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/11092976.gif" height="1" width="1"/> 7 ways to use dynamic content and multiply your conversions https://marketingland.com/7-ways-to-use-dynamic-content-and-multiply-your-conversions-2-257561 Marketing Land urn:uuid:7e690df8-63ff-836b-74b2-383092b29cb8 Thu, 21 Feb 2019 19:57:08 +0000 <p>Five years ago, people were awed when Amazon could recommend a product they’d love. Today, users expect that Netflix will recommend to them another binge-worthy series based on their tastes. So, how does a marketer meet this high demand for personalized communications? The answer is in understanding the power of dynamic content and how it [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/7-ways-to-use-dynamic-content-and-multiply-your-conversions-2-257561">7 ways to use dynamic content and multiply your conversions</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p><a href="http://downloads.digitalmarketingdepot.com/SHA_1711_7EzWayMult_landingpage.html?utm_source=ml&amp;utm_medium=newspost"><img src="https://marketingland.com/wp-content/ml-loads/2019/02/happy-people-sharing-online-content-ss-1920-800x450.jpg" alt="" width="800" height="450" class="alignnone size-large wp-image-257562" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/happy-people-sharing-online-content-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/02/happy-people-sharing-online-content-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2019/02/happy-people-sharing-online-content-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></a>Five years ago, people were awed when Amazon could recommend a product they’d love. Today, users expect that Netflix will recommend to them another binge-worthy series based on their tastes.</p> <p>So, how does a marketer meet this high demand for personalized communications? The answer is in understanding the power of dynamic content and how it makes static content marketing obsolete.</p> <p>In this free guide, Sharpspring outlines seven simple ways marketers can use dynamic content to connect with audiences in a more organic and personalized way.</p> <p>Grab your copy to learn about:</p> <ul> <li>How top brands like Netflix and Amazon use dynamic content.</li> <li>The marketing automation features that enable you to deliver personalized experiences.</li> <li>Ways to personalize your emails, landing pages, forms, pop-ups and more using dynamic content.</li> </ul> <p>Visit Digital Marketing Depot to download <a href="http://downloads.digitalmarketingdepot.com/SHA_1711_7EzWayMult_landingpage.html?utm_source=ml&#038;utm_medium=newspost" rel="nofollow">&#8220;7 Easy Ways to Multiply Your Conversions.&#8221;</a></p> <p>The post <a rel="nofollow" href="https://marketingland.com/7-ways-to-use-dynamic-content-and-multiply-your-conversions-2-257561">7 ways to use dynamic content and multiply your conversions</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Privacy group’s accusations against IAB Europe question ‘the bedrock upon which programmatic is built’ https://marketingland.com/privacy-groups-accusations-against-iab-europe-question-the-bedrock-upon-which-programmatic-is-built-257483 Marketing Land urn:uuid:03326903-b7b8-20d7-f754-df147d5a9678 Thu, 21 Feb 2019 18:10:24 +0000 <p>The trade group denies that real-time bidding is incompatible with GDPR.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/privacy-groups-accusations-against-iab-europe-question-the-bedrock-upon-which-programmatic-is-built-257483">Privacy group&#8217;s accusations against IAB Europe question ‘the bedrock upon which programmatic is built’</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>This week a group of privacy advocates took a shot at the Interactive Advertising Bureau (IAB) Europe, claiming that the industry trade group knew in advance that real-time bidding (RTB) was not compatible with Europe&#8217;s General Data Protection Regulation (<a href="https://martechtoday.com/guide/gdpr-the-general-data-protection-regulation">GDPR</a>). IAB Europe vehemently <a href="https://www.iabeurope.eu/all-news/press-releases/iab-europes-press-statement-openrtb-and-eu-data-protection-law/">denies</a> the charges.</p> <p>IAB Europe is a non-profit membership organization that provides guidelines and standards for digital marketers. Its Transparency &amp; Consent Framework (TCF) is considered the industry standard for consent collection under GDPR. <a href="https://marketingland.com/navigating-modern-ad-serving-stack-part-4-open-auction-rtb-134905">Open RTB</a> is an IAB Tech Lab protocol through which advertisers bid against each other for impressions.</p> <p><strong>What happened. </strong>Johnny Ryan, chief policy &amp; industry relations officer for open-source browser Brave, along with a group of international privacy activists, filed new evidence with data authorities in the UK and Ireland that they say proves that IAB championed RTB for the industry knowing it wasn&#8217;t &#8220;compatible with consent under GDPR.&#8221;  The group also includes Jim Killock, executive director for the Open Rights Group, Michael Veale, a researcher at University College London and Panoptykon Foundation CEO Katarzyna Szymielewicz.</p> <div id="attachment_257484" style="width: 810px" class="wp-caption aligncenter"><img class="size-large wp-image-257484" src="https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-10.25.05-PM-800x255.png" alt="" width="800" height="255" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-10.25.05-PM-800x255.png 800w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-10.25.05-PM-600x192.png 600w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-10.25.05-PM-768x245.png 768w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-10.25.05-PM.png 1178w" sizes="(max-width: 800px) 100vw, 800px" /><p class="wp-caption-text">From Johnny Ryan&#8217;s Twitter feed | February 20, 2019</p></div> <p>Key to the group&#8217;s <a href="https://fixad.tech/february2019/">complaint</a> is a letter IAB Europe wrote in 2017 that says in part: &#8220;As it is technically impossible for the user to have prior information about every data controller involved in an RTB bidding scenario, programmatic trading, the area of fastest growth in digital advertising spend would seem, at least prima facie, to be incompatible with consent under GDPR &#8230;&#8221;</p> <p>From the complaint:</p> <p>&#8220;The new evidence, taken from Google and IAB (an industry rule-setting body) documents, shows that the online ad auction system broadcasts highly sensitive data about web users. This occurs hundreds of billions of times a day. There are no technical controls to prevent thousands of receiving companies who receive these data from monitoring what every person on the web reads, watches, and listens to online.&#8221;</p> <img class="aligncenter size-large wp-image-257557" src="https://marketingland.com/wp-content/ml-loads/2019/02/IAB-Europe-Privacy-Advocates-800x450.png" alt="" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/IAB-Europe-Privacy-Advocates-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2019/02/IAB-Europe-Privacy-Advocates-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2019/02/IAB-Europe-Privacy-Advocates-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /> <p><strong>What IAB said. </strong>&#8220;These claims are not only false but are intentionally damaging to the digital advertising industry and to European digital media that depend on advertising as a revenue stream,&#8221; said Helen Mussard, marketing &amp; business strategy director, IAB Europe.</p> <p>Mussard said that when IAB Europe made the statement about RTB&#8217;s incompatibility with GDPR it was true, but that has changed.</p> <p>&#8220;In the years since this statement was made, IAB Europe has worked with its members &#8212; making up a cross-section of the media and advertising industry &#8212; to offer solutions to this challenge by developing and releasing the IAB Europe TCF in April 2018,&#8221; Mussard said.</p> <p>&#8220;The TCF provides a way to provide transparency to users about how, and by whom, their personal data is processed. It also enables users to express choices. Moreover, the TCF enables vendors engaged in programmatic advertising to know ahead of time whether their own and/or their partners’ transparency and consent status allows them to lawfully process personal data for online advertising and related purposes,&#8221; Mussard said, adding that the TCF &#8220;demonstrates that real-time bidding is certainly not &#8216;incompatible with consent under GDPR.'&#8221;</p> <p>&#8220;The complaints lobbed against OpenRTB and the TCF take the view that their inherent incompatibility with the law stems from a hypothetical possibility for personal data to be processed unlawfully in the course of programmatic advertising processes. This hypothetical possibility arises because neither OpenRTB nor the TCF are capable of physically preventing companies using the protocol to unlawfully process personal data. But the law does not require them to,&#8221; she said.</p> <p><strong>Why you should care.</strong> Nine months after GDPR has gone into effect, it&#8217;s still unclear how it has affected marketers in the U.S. and abroad, particularly in the area of consent. Earlier this year, France&#8217;s data authority slapped Google with the <a href="https://martechtoday.com/google-slapped-with-56-8-million-fine-for-gdpr-consent-violations-229813">first big GDPR fine</a> &#8212; $57 million for not properly disclosing required information to users or validly obtaining their consent. Google has not yet signed on to the TCF, but says <a href="https://martechtoday.com/exclusive-iab-europe-to-release-updated-consent-framework-google-to-sign-on-230704">it plans to later this year</a> when the framework is updated.</p> <p>Susan Wenograd, account group director at Aimclear, said the case is crucial for marketers &#8220;because it&#8217;s essentially questioning the bedrock upon which programmatic is built.&#8221;</p> <p>While privacy concerns in closed environments such as Facebook can be more contained, &#8220;programmatic is a different beast,&#8221; said Wenograd, &#8220;and it also deals with a different group of constituents. Now we’re talking about  data that is housed by a third party, which is then bought by an advertiser, and it&#8217;s used in the blink of an eye on hundreds of thousands of web properties.&#8221;</p> <p>&#8220;The recent complaint in the UK and Ireland highlights a couple of issues with enforcing GDPR in programmatic: how the information is obtained and used, and who has the onus of getting consent when the party collecting the data isn&#8217;t the one using it,&#8221; she added.</p> <p>Randy Frisch, CMO of content experience platform Uberflip, said it all boils down to trust.</p> <p>&#8220;With consumers often making a split-second decision on whether or not they trust marketers before divulging their personal information, it’s crucial that marketers show they are worthy of responsibly and safely handling their data out of the gate,&#8221; Frisch said. &#8220;If marketers want to get their audiences to consent to having their activity tracked, they will need to create and deliver a meaningful and personalized experience &#8212;  proving that they are worthy of being trusted.”</p> <p>The post <a rel="nofollow" href="https://marketingland.com/privacy-groups-accusations-against-iab-europe-question-the-bedrock-upon-which-programmatic-is-built-257483">Privacy group&#8217;s accusations against IAB Europe question ‘the bedrock upon which programmatic is built’</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Taking your digital advertising in-house? Start with the right people and tech https://marketingland.com/taking-your-digital-advertising-in-house-start-with-the-right-people-and-tech-257509 Marketing Land urn:uuid:072418d7-1d6c-6b68-3992-6e9d5963cf47 Thu, 21 Feb 2019 17:08:34 +0000 <p>Once you recognize the traits of a good team – analytical, creative, organized and detail-oriented – then you can start the tech debate about "buy vs. build."</p> <p>The post <a rel="nofollow" href="https://marketingland.com/taking-your-digital-advertising-in-house-start-with-the-right-people-and-tech-257509">Taking your digital advertising in-house? Start with the right people and tech</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Transparency and attribution are two topics that continue to end up on marketers’ agendas. Do we have visibility into how ads are performing? Are our ad budgets optimized and driving net-new revenue?</p> <p>Unfortunately, many marketing teams are still left with these questions unanswered. They’ve grown tired of media mark-ups and having their data hidden in a proverbial “black box” by agencies or other players. They want more control over their data and better performance.</p> <p>So it’s no surprise digital marketers are continuing the trend of taking matters into their own hands – specifically, digital advertising. The Association of National Advertisers (ANA) has <a href="https://www.ana.net/blogs/show/id/mm-blog-2018-10-twelve-takeaways-from-ana-inhouse-agency-report" rel="noopener">reported</a> that 78 percent of their members had an in-house agency in 2018, versus 58 percent in 2013 and 42 percent in 2008.</p> <p>Netflix and Target were in-housing pioneers, and Sprint, L’Oreal, <a href="https://www.businessinsider.com/companies-are-cutting-out-ad-agencies-and-going-in-house-2017-6" rel="noopener">Booking.com</a> and <a href="https://www.adweek.com/agencies/unilever-claims-to-cut-marketing-spend-by-30-after-taking-production-work-in-house/" rel="noopener">Unilever</a> have all reported that in-housing has saved money and helped execute ad campaigns faster. While the benefits are clear, any company making the in-house move should expect strategic and cultural adjustments.</p> <p>To run ad campaigns at scale, the transition from outsourced to in-house digital advertising needs to start with a focus on having the right people and tech in place.</p> <h2>Create an environment where an in-house strategy can prosper</h2> <p>First, recognize what the team will need to execute now on. This includes finding and experimenting with new ad opportunities; analyzing campaign performance metrics; pacing against monthly goals, and managing budget allocations across different channels.</p> <p>It’s also vital that you establish the roles and responsibilities for the team &#8212; from creative and campaign management to analytics and ad tech support. Aim to train and recruit employees with the following traits in mind:</p> <ul> <li><strong>Analytical –</strong> They love to geek out over pivot tables and dive into spreadsheets of data to understand what drives performance.</li> <li><strong>Creative –</strong> They know marketing programs are equal parts of data analytics and good creative design. Some unicorns can tap into both their right and left brain to come up with innovative solutions.</li> <li><strong>Organized and detail-oriented –</strong> They obsessively make to-do lists and can’t stand to let experiments fall through the cracks.</li> </ul> <p>Additionally, don’t limit yourself to those with a traditional advertising background (i.e., paid search, display advertising, media buying). While industry expertise is an asset, it can greatly narrow your candidate pool. An eager-to-learn person with a background in finance, accounting or even visual design could bring fresh ideas and perspectives to the team.</p> <h2>Determine if you need a buy or build technology</h2> <p>Building your programmatic platform from the ground up will provide complete control, though it typically comes with much higher costs. Often only companies that spend upwards of $100M annually in paid media take this route as they can afford the engineering resources and data scientists.</p> <p>On the other hand, “buying” a platform from an ad tech software-as-a-service (SaaS) provider or even using the free native platforms on each channel (the latter means less cross-channel control) comes with far fewer headaches than starting from scratch.</p> <p>Either path will depend on having the right tech components in place. For advertising on the open web, this means having a demand-side platform (DSP) in place. Even if you’re just purchasing media on Facebook or Google, you’ll still need a plan for producing ad creative. You’ll also need to think about how much control you want over your campaigns so you can adjust your target audiences or your bid amounts. With all this in mind, carefully consider user interface (UI) and reporting capabilities.</p> <p>“Buy versus build” can be a hotly debated conversation, but it ultimately comes down to:</p> <ol> <li>Will your team have enough control to make the appropriate changes to your campaigns in a timely manner?</li> <li>Can you accurately report on, and attribute, your ad campaign’s success or failure to drive revenue?</li> </ol> <h2>It’s OK to start slow with in-housing knowing the benefits will come</h2> <p>In addition to having more control and a clearer view of ad performance, in-housing will save money. By cutting out the middlemen, you eliminate massive media mark-ups. And that means more budget to spend on actual media, as your team can bid higher and reach a wider audience.</p> <p>Not only will you have more control over your campaigns, but also your data. This data is a treasure trove of insights about how your best customers and prospects behave. These insights will give you the freedom to craft advertising that’s relevant, engaging and personalized.</p> <p>Your team will also benefit from a complete view of cross-channel performance gains because digital ad budgets aren’t siloed across third-party partners. Most marketers cite faster turnaround time as a key advantage of the in-house approach.</p> <p>Perhaps most importantly, no one understands customers and potential customers like your own team. Bringing that in-house expertise to the digital advertising process is an untapped opportunity. You’ll be able to put internal expertise to use in a concrete way!</p> <p>The in-housing trend shows no signs of slowing; however, not every organization has the resources to handle this shift. If the benefits are appealing but making a change is daunting, start slowly. Maybe just take one channel in-house and assign ownership of it to a single team member.</p> <p>It doesn’t have to happen overnight, but in-house advertising is one of the best paths to improving the performance of your digital ad campaigns.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/taking-your-digital-advertising-in-house-start-with-the-right-people-and-tech-257509">Taking your digital advertising in-house? Start with the right people and tech</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Verizon Media adds 2 native mobile ad features aimed at e-commerce and gaming advertisers https://marketingland.com/verizon-media-group-adds-2-native-mobile-ad-features-aimed-at-e-commerce-and-gaming-advertisers-257497 Marketing Land urn:uuid:4532873c-7925-836c-048d-1067a546dfeb Thu, 21 Feb 2019 16:44:44 +0000 <p>Advertisers running Moments campaigns will now have access to Touchpoint ads, a shoppable ad unit, and Playable ads for games.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/verizon-media-group-adds-2-native-mobile-ad-features-aimed-at-e-commerce-and-gaming-advertisers-257497">Verizon Media adds 2 native mobile ad features aimed at e-commerce and gaming advertisers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>&nbsp;</p> <img class="aligncenter size-large wp-image-257504" src="https://marketingland.com/wp-content/ml-loads/2019/02/Verizon-Media-Moments--747x600.jpg" alt="" width="747" height="600" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/Verizon-Media-Moments--747x600.jpg 747w, https://marketingland.com/wp-content/ml-loads/2019/02/Verizon-Media-Moments--498x400.jpg 498w, https://marketingland.com/wp-content/ml-loads/2019/02/Verizon-Media-Moments--768x617.jpg 768w" sizes="(max-width: 747px) 100vw, 747px" /> <p>Verizon Media (formerly Oath) has rolled out two new features as part of its Moments mobile native ad suite: Touchpoints and Playable ads. The Touchpoints ad units are designed for e-commerce advertisers, offering a shoppable experience for product ads, and the Playable ads &#8212; which include an interactive preview of the game without a user having to install &#8212; are for game advertisers.</p> <h2>Why you should care</h2> <p>E-commerce and gaming advertisers running Moments campaigns on the Oaths Ad Platforms will want to take advantage of the new ad features.</p> <p>The <strong>Touchpoints ads</strong>, part of the Moments suite of e-commerce ad units, are designed to create more engagement with shoppers by letting users tap a pin within an ad to learn more about a product. Advertisers that have been given early access to the feature report a 23 percent lift in return on ad spend and a 35 percent increase in click-through-rates over standard native static ads.</p> <img class="aligncenter size-large wp-image-257508" src="https://marketingland.com/wp-content/ml-loads/2019/02/Verizon-Media-Moments-298x600.gif" alt="" width="298" height="600" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/Verizon-Media-Moments-298x600.gif 298w, https://marketingland.com/wp-content/ml-loads/2019/02/Verizon-Media-Moments-199x400.gif 199w" sizes="(max-width: 298px) 100vw, 298px" /> <p>The <strong>Playable ads</strong> give gaming advertisers the ability to run &#8220;try-before-you-buy&#8221; ads, offering an interactive preview of a game before a user downloads it. Chartboost, an in-app monetization and mobile advertising platform, reports game developers saw conversion rates improve two to four-times with Playable ads compared to static full-screen interstitial ads.</p> <img class="aligncenter size-full wp-image-257507" src="https://marketingland.com/wp-content/ml-loads/2019/02/Verizon-Media-Moments2.gif" alt="" width="425" height="856" /> <p>The two new ad features expand the Oath Ad Platforms&#8217; Moments suite to six total ad types. Along with the Touchpoint and Playable ads, advertisers also have access to Carousel ads, Panorama ads, Dynamic Product Ads and Countdown ads. Verizon Media reports more than 800 Moments campaigns have been created since the launch of the platform last September.</p> <p>Verizon Media&#8217;s list of media offerings is deep (Yahoo, AOL, HuffPost, Makers, TechCrunch and Tumblr among others), but the company has struggled to deliver on its business results. eMarketer <a href="https://marketingland.com/digital-ad-spending-to-top-traditional-for-first-time-in-2019-257365">reported this week</a> that the company is projected to take less than a three percent (2.9%) share of the digital ad revenue market by the end of 2019 &#8212; down from the 3.4 percent market share it took in 2018. Meanwhile, competitors like Google and Facebook are expected to take a combined 60 percent share this year, while Amazon grabs 8.8 percent of the digital ad revenue pie.</p> <p>The two latest ad features may help with its current roster of advertisers, but it&#8217;s unlikely the new ad roll-outs will move the needle when it comes to Verizon Media&#8217;s digital ad share this year.</p> <h2>More on the news</h2> <ul> <li>Native advertising made up nearly 60 percent of all digital display spend in 2018, resulting in a 10 percent increase over 2017, according to an <a href="https://www.emarketer.com/content/native-ad-spend-will-make-up-nearly-60-of-display-spending-in-2018">eMarketer report</a>.</li> <li>The company reports its Moments mobile native ad units have experienced &#8220;terrific&#8221; momentum, and have ranked first in likability and brand clarity according to consumer surveys.</li> <li>Verizon Media <a href="https://marketingland.com/oath-to-become-verizon-media-group-as-telecom-doubles-down-on-umbrella-brand-254048">changed its company name</a> from Oath on January, 8, but has kept the name &#8220;Oath&#8221; in reference to its ad platform: Oath Ads Platforms.</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/verizon-media-group-adds-2-native-mobile-ad-features-aimed-at-e-commerce-and-gaming-advertisers-257497">Verizon Media adds 2 native mobile ad features aimed at e-commerce and gaming advertisers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> What Is Dwell Time & Why Does It Matter for SEO? by @DuaneForrester http://tracking.feedpress.it/link/13962/11090341 Search Engine Journal urn:uuid:8353d363-c9e7-3246-8c3e-5fcc3a1341b4 Thu, 21 Feb 2019 14:45:30 +0000 <p>Learn what dwell time is, how it can affect rankings, and why you shouldn't dwell on this metric too much.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/dwell-time-seo/294471/">What Is Dwell Time &#038; Why Does It Matter for SEO? by @DuaneForrester</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11090341.gif" height="1" width="1"/> What Is Dwell Time & Why It Matters for SEO by @DuaneForrester http://tracking.feedpress.it/link/13962/11090341 Search Engine Journal urn:uuid:753eef0a-ee91-cdc6-564a-f2cd7ad1c91e Thu, 21 Feb 2019 14:45:30 +0000 <p>Learn what dwell time is, how it can affect rankings, and why you shouldn't dwell on this metric too much.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/dwell-time-seo/294471/">What Is Dwell Time &#038; Why It Matters for SEO by @DuaneForrester</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11090341.gif" height="1" width="1"/> Addressable TV gets a boost as Nielsen buys Sorensen Media https://marketingland.com/addressable-tv-gets-a-boost-as-nielsen-buys-sorensen-media-257486 Marketing Land urn:uuid:d99e450c-dadb-9750-869a-0855d623205c Thu, 21 Feb 2019 14:25:10 +0000 <p>The TV analytics company also unveiled plans to form a group to work towards expansion and innovation of the targeting technology.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/addressable-tv-gets-a-boost-as-nielsen-buys-sorensen-media-257486">Addressable TV gets a boost as Nielsen buys Sorensen Media</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Nielsen announced Thursday that it will acquire Sorensen Media as a step toward providing an end-to-end addressable TV ad delivery solution. The global analytics company also unveiled its Advanced Video Advertising Group, a &#8220;technology, product and commercial initiative&#8221; focused on the expansion and innovation of addressable TV advertising.</p> <p>Nielsen plans to combine Sorensen Media&#8217;s addressable TV platform with its Gracenote automatic content recognition (ACR) technology to &#8220;help deliver on the promise of addressable TV advertising.&#8221;</p> <p>Last year, Nielsen launched a five-market addressable TV pilot study with several networks to study user experience and impact on broadcast workflow. The company says they will add Sorensen&#8217;s technology to the next phase of that test.</p> <h2>Why you should care</h2> <p><a href="https://marketingland.com/marketers-need-know-addressable-tv-olv-219858">Addressable TV advertising</a> allows marketers to &#8220;address&#8221; specific consumers with customized advertising messages &#8212; nearly 250 million Smart TVs with addressable capabilities <a href="https://www.statista.com/statistics/878372/smart-tv-unit-sales-worldwide/">are expected in the market</a> by 2023.</p> <p>&#8220;With more devices capable of delivering addressable TV advertising, similar to the digital world, the industry needs an end-to-end, AI-optimized platform that enables ad delivery, data-driven targeting, automation, real-time optimization, unified campaign management, and measurement.  Nielsen is uniquely positioned to help tie all these elements together at scale,&#8221; the company said.</p> <p>&#8220;It’s clear that a significant portion of TV advertising will be addressable long into the future,&#8221; said David Kenny, CEO of Nielsen.</p> <h2>More about the news</h2> <ul> <li>Nielsen has acquired a number of companies to bolster its addressable offerings, including Smart TV software and privacy management company Qterics and <a href="https://www.nielsen.com/us/en/press-room/2017/nielsen-completes-acquisition-of-gracenote.html">metadata provider Gracenote</a>.</li> <li>Kelly Abcarian, general manager of Nielsen’s Advanced Video Advertising Group said her group was excited to make addressable TV a reality. &#8220;Nielsen has the experience and technology to help expand a scalable industry-wide, end-to-end addressable TV advertising solution. And, we can provide a measurement solution that innovates on current approaches with a bridge to the future.&#8221;</li> </ul> <p>The post <a rel="nofollow" href="https://marketingland.com/addressable-tv-gets-a-boost-as-nielsen-buys-sorensen-media-257486">Addressable TV gets a boost as Nielsen buys Sorensen Media</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> 20 Essential Skills for Digital Marketers by @JulieJoyce http://tracking.feedpress.it/link/13962/11090198 Search Engine Journal urn:uuid:9261f6d3-91db-6726-6d1d-367508410110 Thu, 21 Feb 2019 13:45:27 +0000 <p>Want to have a successful digital marketing career? These 20 essential skills can help you thrive.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/digtal-marketer-skills/294307/">20 Essential Skills for Digital Marketers by @JulieJoyce</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11090198.gif" height="1" width="1"/> 7 Steps to Create Your Local Branding Strategy to Get More Traffic by @jasonhennessey http://tracking.feedpress.it/link/13962/11090088 Search Engine Journal urn:uuid:5a160b75-785c-907d-2c84-d41b4e59f6bd Thu, 21 Feb 2019 12:45:12 +0000 <p>Here is a seven-step method for getting more traffic for your local clients or your own marketing agency.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/local-branding-strategy/293907/">7 Steps to Create Your Local Branding Strategy to Get More Traffic by @jasonhennessey</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11090088.gif" height="1" width="1"/> Google UX Playbooks and Ranking Effect by @martinibuster http://tracking.feedpress.it/link/13962/11089793 Search Engine Journal urn:uuid:8bca5adb-8d98-1146-e47b-d3297c0bf082 Thu, 21 Feb 2019 10:17:56 +0000 <p>Google's John Mueller discussed user experience and how UX affects rankings.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/ux-playbook-ranking-serps/294635/">Google UX Playbooks and Ranking Effect by @martinibuster</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11089793.gif" height="1" width="1"/> Role of UX as an Indirect Ranking Effect by @martinibuster http://tracking.feedpress.it/link/13962/11089793 Search Engine Journal urn:uuid:dc257d93-6aa1-b7c6-bc51-298f89392869 Thu, 21 Feb 2019 10:17:56 +0000 <p>A good UX is the hallmark of a high quality website. Google's John Mueller discussed how it can indirectly affect rankings.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/ux-playbook-ranking-serps/294635/">Role of UX as an Indirect Ranking Effect by @martinibuster</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11089793.gif" height="1" width="1"/> The Influence of Voice Search on Featured Snippets http://tracking.feedpress.it/link/9375/11090634 Moz Blog urn:uuid:1c1664db-27ed-2fca-a05f-eabe55a188be Thu, 21 Feb 2019 08:46:25 +0000 <p>Posted by <a href=\"https://moz.com/community/users/12577573\">TheMozTeam</a></p><p class="">This post was originally published on the <a href="https://getstat.com/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);">STAT blog</a>. </p><hr><p>We all know that featured snippets provide easy-to-read, authoritative answers and that digital assistants love to say them out loud when asked questions. </p><p>This means that featured snippets have an impact on voice search — bad snippets, or no snippets at all, and digital assistants struggle. By that logic: Create a lot of awesome snippets and win the voice search race. Right? </p><p>Right, but there’s actually a far more interesting angle to examine — one that will help you nab more snippets and optimize for voice search at the same time. In order to explore this, we need to make like Doctor Who and go back in time. </p><h2>From typing to talking</h2><p>Back when dinosaurs roamed the earth and queries were typed into search engines via keyboards, people adapted to search engines by adjusting how they performed queries. We pulled out unnecessary words and phrases, like “the,” “of,” and, well, “and,” which created truncated requests — robotic-sounding searches for a robotic search engine. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/typing-to-talking-search-engine-115174.jpg" alt="The first ever dinosaur to use Google." "=""> </p><p>Of course, as search engines have evolved, so too has their ability to understand natural language patterns and the intent behind queries. Google’s 2013 Hummingbird update helped pave the way for such evolution. This algorithm rejigging allowed Google’s search engine to better understand the whole of a query, moving it away from keyword matching to conversation having. </p><p>This is good news if you’re a human person: We have a harder time changing the way we speak than the way we write. It’s even greater news for digital assistants, because voice search only works if search engines can interpret human speech and engage in chitchat. </p><h2>Digital assistants and machine learning</h2><p>By looking at how digital assistants do their voice search thing (what we say versus what they search), we can see just how far machine learning has come with natural language processing and how far it still has to go (robots, they’re just like us!). We can also get a sense of the kinds of queries we need to be tracking if voice search is on the SEO agenda. </p><p>For example, when we asked our Google Assistant, “What are the best headphones for $100,” it queried <em>[best headphones for $100]</em>. We followed that by asking, “What about wireless,” and it searched <em>[best wireless headphones for $100]</em>. And then we remembered that we’re in Canada, so we followed that with, “I meant $100 Canadian,” and it performed a search for <em>[best wireless headphones for $100 Canadian]</em>. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/google-assistant-machine-learning-52802.jpg"> </p><p>We can learn two things from this successful tête-à-tête: Not only does our Google Assistant manage to construct mostly full-sentence queries out of our mostly full-sentence asks, but it’s able to accurately link together topical queries. Despite us dropping our subject altogether by the end, Google Assistant still knows what we’re talking about. </p><p>Of course, we’re not above pointing out the fumbles. In the string of: “How to bake a Bundt cake,” “What kind of pan does it take,” and then “How much do those cost,” the actual query Google Assistant searched for the last question was <em>[how much does bundt cake cost]</em>. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/google-assistant-machine-learning_2-50906.jpg"> </p><p>Just after we finished praising our Assistant for being able to maintain the same subject all the way through our inquiry, we needed it to be able to switch tracks. And it couldn’t. It associated the “those” with our initial Bundt cake subject instead of the most recent noun mentioned (Bundt cake pans). </p><p>In another important line of questioning about Bundt cake-baking, “How long will it take” produced the query <em>[how long does it take to take a Bundt cake]</em>, while “How long does that take” produced <em>[how long does a Bundt cake take to bake]</em>. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/google-assistant-machine-learning_3-63463.jpg"> </p><p>They’re the same ask, but our Google Assistant had a harder time parsing which definition of “take” our first sentence was using, spitting out a rather awkward query. Unless we really did want to know how long it’s going to take us to run off with someone’s freshly baked Bundt cake? (Don’t judge us.) </p><p>Since Google is likely paying out the wazoo to up the machine learning ante, we expect there to be less awkward failures over time. Which is a good thing, because when we asked about Bundt cake ingredients (“Does it take butter”) we found ourselves looking at a SERP for <em>[how do I bake a butter]</em>. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/google-assistant-machine-learning_4-33843.jpg"> </p><p>Not that that doesn’t sound delicious. </p><h2>Snippets are appearing for different kinds of queries</h2><p>So, what are we to make of all of this? That we’re essentially in the midst of a natural language renaissance. And that voice search is helping spearhead the charge. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/snippets-different-queries-327536.jpg"> </p><p>As for what this means for snippets specifically? They’re going to have to show up for human speak-type queries. And wouldn’t you know it, Google is already moving forward with this strategy, and not simply creating more snippets for the same types of queries. We’ve even got proof. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/voice-search-featured-snippets-64356.jpg"> </p><p>Over the last two years, we’ve seen an increase in the number of words in a query that surfaces a featured snippet. Long-tail queries may be a nuisance and a half, but snippet-having queries are getting longer by the minute. </p><p>When we bucket and weight the terms found in those long-tail queries by TF-IDF, we get further proof of voice search’s sway over snippets. The term “how” appears more than any other word and is followed closely by “does,” “to,” “much,” “what,” and “is” — all words that typically compose full sentences and are easier to remove from our typed searches than our spoken ones. </p><p>This means that if we want to snag more snippets and help searchers using digital assistants, we need to build out long-tail, natural-sounding keyword lists to track and optimize for. </p><h2>Format your snippet content to match</h2><p>When it’s finally time to optimize, one of the best ways to get your content into the ears of a searcher is through the right snippet formatting, which is a lesson we can learn from Google. </p><p>Taking our TF-IDF-weighted terms, we found that the words “best” and “how to” brought in the most list snippets of the bunch. We certainly don’t have to think too hard about why Google decided they benefit from list formatting — it provides a quick comparative snapshot or a handy step-by-step. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/list-snippets-36299.jpg" "=""> </p><p>From this, we may be inclined to format all of our “best” and “how to” keyword content into lists. But, as you can see in the chart above, paragraphs and tables are still appearing here, and we could be leaving snippets on the table by ignoring them. If we have time, we’ll dig into which keywords those formats are a better fit for and why. </p><h2>Get tracking</h2><p>You could be the Wonder Woman of meta descriptions, but if you aren’t optimizing for the right kind of snippets, then your content’s going to have a harder time getting heard. Building out a voice search-friendly keyword list to track is the first step to lassoing those snippets. </p><p>Want to learn how you can do that in STAT? Say hello and <a href="https://getstat.com/demo/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);">request a tailored demo</a>. </p><p>Need more snippets in your life? We dug into Google’s <a href="https://getstat.com/blog/we-dipped-our-toes-into-double-snippet-serps/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">double-snippet SERPs</a> for you — double the snippets, double the fun. </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/12577573\">TheMozTeam</a></p><p class="">This post was originally published on the <a href="https://getstat.com/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);">STAT blog</a>. </p><hr><p>We all know that featured snippets provide easy-to-read, authoritative answers and that digital assistants love to say them out loud when asked questions. </p><p>This means that featured snippets have an impact on voice search — bad snippets, or no snippets at all, and digital assistants struggle. By that logic: Create a lot of awesome snippets and win the voice search race. Right? </p><p>Right, but there’s actually a far more interesting angle to examine — one that will help you nab more snippets and optimize for voice search at the same time. In order to explore this, we need to make like Doctor Who and go back in time. </p><h2>From typing to talking</h2><p>Back when dinosaurs roamed the earth and queries were typed into search engines via keyboards, people adapted to search engines by adjusting how they performed queries. We pulled out unnecessary words and phrases, like “the,” “of,” and, well, “and,” which created truncated requests — robotic-sounding searches for a robotic search engine. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/typing-to-talking-search-engine-115174.jpg" alt="The first ever dinosaur to use Google." "=""> </p><p>Of course, as search engines have evolved, so too has their ability to understand natural language patterns and the intent behind queries. Google’s 2013 Hummingbird update helped pave the way for such evolution. This algorithm rejigging allowed Google’s search engine to better understand the whole of a query, moving it away from keyword matching to conversation having. </p><p>This is good news if you’re a human person: We have a harder time changing the way we speak than the way we write. It’s even greater news for digital assistants, because voice search only works if search engines can interpret human speech and engage in chitchat. </p><h2>Digital assistants and machine learning</h2><p>By looking at how digital assistants do their voice search thing (what we say versus what they search), we can see just how far machine learning has come with natural language processing and how far it still has to go (robots, they’re just like us!). We can also get a sense of the kinds of queries we need to be tracking if voice search is on the SEO agenda. </p><p>For example, when we asked our Google Assistant, “What are the best headphones for $100,” it queried <em>[best headphones for $100]</em>. We followed that by asking, “What about wireless,” and it searched <em>[best wireless headphones for $100]</em>. And then we remembered that we’re in Canada, so we followed that with, “I meant $100 Canadian,” and it performed a search for <em>[best wireless headphones for $100 Canadian]</em>. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/google-assistant-machine-learning-52802.jpg"> </p><p>We can learn two things from this successful tête-à-tête: Not only does our Google Assistant manage to construct mostly full-sentence queries out of our mostly full-sentence asks, but it’s able to accurately link together topical queries. Despite us dropping our subject altogether by the end, Google Assistant still knows what we’re talking about. </p><p>Of course, we’re not above pointing out the fumbles. In the string of: “How to bake a Bundt cake,” “What kind of pan does it take,” and then “How much do those cost,” the actual query Google Assistant searched for the last question was <em>[how much does bundt cake cost]</em>. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/google-assistant-machine-learning_2-50906.jpg"> </p><p>Just after we finished praising our Assistant for being able to maintain the same subject all the way through our inquiry, we needed it to be able to switch tracks. And it couldn’t. It associated the “those” with our initial Bundt cake subject instead of the most recent noun mentioned (Bundt cake pans). </p><p>In another important line of questioning about Bundt cake-baking, “How long will it take” produced the query <em>[how long does it take to take a Bundt cake]</em>, while “How long does that take” produced <em>[how long does a Bundt cake take to bake]</em>. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/google-assistant-machine-learning_3-63463.jpg"> </p><p>They’re the same ask, but our Google Assistant had a harder time parsing which definition of “take” our first sentence was using, spitting out a rather awkward query. Unless we really did want to know how long it’s going to take us to run off with someone’s freshly baked Bundt cake? (Don’t judge us.) </p><p>Since Google is likely paying out the wazoo to up the machine learning ante, we expect there to be less awkward failures over time. Which is a good thing, because when we asked about Bundt cake ingredients (“Does it take butter”) we found ourselves looking at a SERP for <em>[how do I bake a butter]</em>. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/google-assistant-machine-learning_4-33843.jpg"> </p><p>Not that that doesn’t sound delicious. </p><h2>Snippets are appearing for different kinds of queries</h2><p>So, what are we to make of all of this? That we’re essentially in the midst of a natural language renaissance. And that voice search is helping spearhead the charge. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/snippets-different-queries-327536.jpg"> </p><p>As for what this means for snippets specifically? They’re going to have to show up for human speak-type queries. And wouldn’t you know it, Google is already moving forward with this strategy, and not simply creating more snippets for the same types of queries. We’ve even got proof. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/voice-search-featured-snippets-64356.jpg"> </p><p>Over the last two years, we’ve seen an increase in the number of words in a query that surfaces a featured snippet. Long-tail queries may be a nuisance and a half, but snippet-having queries are getting longer by the minute. </p><p>When we bucket and weight the terms found in those long-tail queries by TF-IDF, we get further proof of voice search’s sway over snippets. The term “how” appears more than any other word and is followed closely by “does,” “to,” “much,” “what,” and “is” — all words that typically compose full sentences and are easier to remove from our typed searches than our spoken ones. </p><p>This means that if we want to snag more snippets and help searchers using digital assistants, we need to build out long-tail, natural-sounding keyword lists to track and optimize for. </p><h2>Format your snippet content to match</h2><p>When it’s finally time to optimize, one of the best ways to get your content into the ears of a searcher is through the right snippet formatting, which is a lesson we can learn from Google. </p><p>Taking our TF-IDF-weighted terms, we found that the words “best” and “how to” brought in the most list snippets of the bunch. We certainly don’t have to think too hard about why Google decided they benefit from list formatting — it provides a quick comparative snapshot or a handy step-by-step. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/list-snippets-36299.jpg" "=""> </p><p>From this, we may be inclined to format all of our “best” and “how to” keyword content into lists. But, as you can see in the chart above, paragraphs and tables are still appearing here, and we could be leaving snippets on the table by ignoring them. If we have time, we’ll dig into which keywords those formats are a better fit for and why. </p><h2>Get tracking</h2><p>You could be the Wonder Woman of meta descriptions, but if you aren’t optimizing for the right kind of snippets, then your content’s going to have a harder time getting heard. Building out a voice search-friendly keyword list to track is the first step to lassoing those snippets. </p><p>Want to learn how you can do that in STAT? Say hello and <a href="https://getstat.com/demo/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);">request a tailored demo</a>. </p><p>Need more snippets in your life? We dug into Google’s <a href="https://getstat.com/blog/we-dipped-our-toes-into-double-snippet-serps/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">double-snippet SERPs</a> for you — double the snippets, double the fun. </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/11090634.gif" height="1" width="1"/> SEO Channel Context: An Analysis of Growth Opportunities http://tracking.feedpress.it/link/9375/11089493 Moz Blog urn:uuid:7196d590-9007-7809-18a6-a6d23d61181f Thu, 21 Feb 2019 00:03:00 +0000 <p>Posted by <a href=\"https://moz.com/community/users/4363295\">BrankoK</a></p><p>Too often do you see SEO analyses and decisions being made without considering the context of the marketing channel mix. Equally as often do you see large budgets being poured into paid ads in ways that seem to forget there's a whole lot to gain from catering to popular search demand. </p><p>Both instances can lead to leaky conversion funnels and missed opportunity for long term traffic flows. But this article will show you a case of an SEO context analysis we used to determine the importance and role of SEO.</p><p>This analysis was <a href="https://bkingdigital.com/#what">one of our deliverables</a> for a marketing agency client who hired us to inform SEO decisions which we then turned into a report template for you to get inspired by and duplicate. </p><h2>Case description</h2><p>The included charts show real, live data. You can see the whole SEO channel context analysis in this <a href="https://datastudio.google.com/open/1cRnMUgVMwIjHUvuSDWM-pYC7Dglt9APN" target="_blank">Data Studio SEO report template</a>. </p><p>The traffic analyzed is for of a monetizing blog, whose marketing team also happens to be one of most fun to work for. For the sake of this case study, we're giving them a spectacular undercover name — "The Broze Fellaz."</p><p>For context, this blog started off with content for the first two years before they launched their flagship product. Now, they sell a catalogue of products highly relevant to their content and, thanks to one of the most entertaining Shark Tank episodes ever aired, they have acquired investments and a highly engaged niche community. </p><p>As you’ll see below, organic search is their biggest channel in many ways. Facebook also runs both as organic and paid and the team spends many an hour inside the platform. Email has elaborate automated flows that strive to leverage subscribers that come from the stellar content on the website. We therefore chose the three — organic Search, Facebook, and email — as a combination that would yield a comprehensive analysis with insights we can easily act on.<br></p><h2>Ingredients for the SEO analysis</h2><p>This analysis is a result of a long-term retainer relationship with "The Broze Fellaz" as our ongoing analytics client. A great deal was required in order for data-driven action to happen, but we assure you, it's all doable. </p><p>From the analysis best practice drawer, we used: </p><ul> <li>2 cups of relevant channels for context and analysis via comparison.</li> <li>3 cups of different touch points to identify channel roles — bringing in traffic, generating opt-ins, closing sales, etc.</li> <li>5 heads of open-minded lettuce and readiness to change current status quo, for a team that can execute.</li> <li>457 oz of focus-on-finding what is going on with organic search, why it is going on, and what we can do about it (otherwise, we’d end up with another scorecard export).</li> <li>Imperial units used in arbitrary numbers that are hard to imagine and thus feel very large.</li> <li>1 to 2 heads of your analyst brain, baked into the analysis. You're not making an automated report — even a HubSpot intern can do that. You're being a human and you're analyzing. You're making human analysis. This helps avoid having your job stolen by a robot.</li> <li>Full tray of Data Studio visualizations that appeal to the eye.</li> <li>Sprinkles of benchmarks, for highlighting significance of performance differences.</li> </ul><p>From the measurement setup and stack toolbox, we used: </p><ul> <li>Google Analytics with tailored channel definitions, enhanced e-commerce and Search Console integration.</li> <li>Event tracking for opt-ins and adjusted bounce rate via MashMetrics <a href="https://mashmetrics.com/setup-2/">GTM setup framework</a>.</li> <li>UTM routine for social and email traffic implemented via Google Sheets &<a href="https://web.utm.io/"> UTM.io</a>.</li> <li>Google Data Studio. This is my favorite visualization tool. Despite its flaws and gaps (as it’s still in beta) I say it is better than its paid counterparts, and it keeps getting better. For data sources, we used the native connectors for Google Analytics and Google Sheets, then <a href="https://supermetrics.com/product/data-studio">Facebook community connectors by Supermetrics</a>.</li> <li><a href="https://keyword-hero.com/">Keyword Hero</a>. Thanks to semantic algorithms and data aggregation, you are indeed able to see 95 percent of your organic search queries (check out Onpage Hero, too, you'll be amazed).</li> </ul><p>Inspiration for my approach comes from <a href="http://leapica.com/">Lea Pica</a>, <a href="https://www.kaushik.net/avinash/sitemap/">Avinash</a>, the Google Data Studio newsletter, and <a href="https://www.christopherspenn.com/">Chris Penn</a>, along with our dear clients and the questions they have us answer for them. </p><p>Ready? Let's dive in. </p><h2>Analysis of the client's SEO on the context of their channel mix</h2><h3>1) Insight: Before the visit</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/seo-channel-context-analysis-before-visit-47526.jpg"></p><h2></h2><h4>What's going on and why is it happening?</h4><p class="full-width">Organic search traffic volume blows the other channels out of the water. This is normal for sites with quality regular content; yet, the difference is stark considering the active effort that goes into Facebook and email campaigns. </p><p>The CTR of organic search is up to par with Facebook. That's a lot to say when comparing an organic channel to a channel with high level of targeting control. </p><p>It looks like email flows are the clear winner in terms of CTR to the website, which has a highly engaged community of users who return fairly often and advocate passionately. It also has a product and content that's incredibly relevant to their users, which few other companies appear to be good at.</p><p>There's a high CTR on search engine results pages often indicates that organic search may support funnel stages beyond just the top. </p><p>As well, email flows are sent to a very warm audience — interested users who went through a double opt-in. It is to be expected for this CTR to be high. </p><h2></h2><h4>What's been done already?</h4><p>There's an active effort and budget allocation being put towards Facebook Ads and email automation. A content plan has been put in place and is being executed diligently.</p><h2></h2><h4>What we recommend next</h4><ol><li>Approach SEO in a way as systematic as what you do for Facebook and email flows.</li> <li>Optimize meta titles and descriptions via testing tools such as <a href="https://www.sanitycheck.io/">Sanity Check</a>. The organic search CTR may become consistently higher than that of Facebook ads.</li> <li>Assuming you've worked on improving CTR for Facebook ads, have the same person work on the meta text and titles. Most likely, there'll be <a href="https://www.orbitmedia.com/blog/growth-hacking-social-media-seo/">patterns you can replicate from social to SEO</a>.</li> <li>Run a technical audit and optimize accordingly. Knowing that you haven’t done that in a long time, and seeing how much traffic you get anyway, there’ll be quick, big wins to enjoy.</li> </ol><h2></h2><h4>Results we expect</h4><p>You can easily increase the organic CTR by at least 5 percent. You could also clean up the technical state of your site in the eyes of crawlers -— you’ll then see faster indexing by search engines when you publish new content, increased impressions for existing content. As a result, you may enjoy a major spike within a month. </p><h2></h2><h3>2) Insight: Engagement and options during the visit</h3><p>With over 70 percent of traffic coming to this website from organic search, the metrics in this analysis will be heavily skewed towards organic search. So, comparing the rate for organic search to site-wide is sometimes conclusive, other times not conclusive. </p><p>Adjusted bounce rate — via GTM events in the measurement framework used, we do <em>not</em> count a visit as a bounce if the visit lasts 45 seconds or longer. We prefer this approach because such an adjusted bounce rate is much more actionable for content sites. Users who find what they were searching for often read the page they land on for several minutes without clicking to another page. However, this is still a memorable visit for the user. Further, staying on the landing page for a while, or keeping the page open in a browser tab, are both good indicators for distinguishing quality, interested traffic, from all traffic. </p><p>We included all Facebook traffic here, not just paid. We know from the client’s data that the majority is from paid content, they have a solid UTM routine in place. But due to boosted posts, we’ve experienced big inaccuracies when splitting paid and organic Facebook for the purposes of channel attribution.</p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/seo-analysis-optins-56297.png"></p><h4>What's going on and why is it happening?</h4><p>It looks like organic search has a bounce rate worse than the email flows — that's to be expected and not actionable, considering that the emails are only sent to recent visitors who have gone through a double opt-in. What is meaningful, however, is that organic has a better bounce rate than Facebook. It is safe to say that organic search visitors will be more likely to remember the website than the Facebook visitors. </p><p>Opt-in rates for Facebook are right above site average, and those for organic search are right below, while organic is bringing in a majority of email opt-ins despite its lower opt-in rate. </p><p>Google's algorithms and the draw of the content on this website are doing better at winning users' attention than the detailed targeting applied on Facebook. The organic traffic will have a higher likelihood of remembering the website and coming back. Across all of our clients, we find that organic search can be a great retargeting channel, particularly if you consider that the site will come up higher in search results for its recent visitors. </p><h2></h2><h4>What's been done already?</h4><p>The Facebook ad campaigns of "The Broze Fellaz" have been built and optimized for driving content opt-ins. Site content that ranks in organic search is less intentional than that. </p><p>Opt-in placements have been tested on some of the biggest organic traffic magnets. </p><p>Thorough, creative and consistent content calendars have been in place as a foundation for all channels. </p><h2></h2><h4>What we recommend next </h4><ol><li>It's great to keep using organic search as a way to introduce new users to the site. Now, you can try to be more intentional about using it for driving opt-ins. It’s already serving both of the stages of the funnel.</li> <li>Test and optimize opt-in placements on more traffic magnets.</li> <li>Test and optimize opt-in copy for top 10 traffic magnets.</li> <li>Once your opt-in rates have improved, focus on growing the channel. Add to the content work with a 3-month sprint of an extensive SEO project</li> <li><a href="https://www.orbitmedia.com/blog/using-goal-values-in-google-analytics/">Assign Google Analytics goal values</a> to non-e-commerce actions on your site. The current opt-ins have different roles and levels of importance and there’s also a handful of other actions people can take that lead to marketing results down the road. Analyzing goal values will help you create better flows toward pre-purchase actions.</li> <li>Facebook campaigns seem to be at a point where you can pour more budget into them and expect proportionate increase in opt-in count.</li> </ol><h2></h2><h4>Results we expect</h4><p>Growth in your opt-ins from Facebook should be proportionate to increase in budget, with a near-immediate effect. At the same time, it’s fairly realistic to bring the opt-in rate of organic search closer to site average. </p><h2></h2><h3>3) Insight: Closing the deal</h3><p>For channel attribution with money involved, you want to make sure that your Google Analytics channel definitions, view filters, and UTM’s are in top shape.</p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/seo-report-template-ecommerce-revenue-47786.jpg"></p><h2></h2><h3></h3><h4>What's going on and why is it happening?</h4><p>Transaction rate, as well as per session value, is higher for organic search than it is for Facebook (paid and organic combined). </p><p>Organic search contributes to far more last-click revenue than Facebook and email combined. For its relatively low volume of traffic, email flows are outstanding in the volume of revenue they bring in. </p><p>Thanks to the integration of Keyword Hero with Google Analytics for this client, we can see that about 30 percent of organic search visits are from branded keywords, which tends to drive the transaction rate up. </p><p>So, why is this happening? Most of the product on the site is highly relevant to the information people search for on Google. </p><p>Multi-channel reports in Google Analytics also show that people often discover the site in organic search, then come back by typing in the URL or clicking a bookmark. That makes organic a source of conversions where, very often, no other channels are even needed. </p><p>We can conclude that Facebook posts and campaigns of this client are built to drive content opt-ins, not e-commerce transactions. Email flows are built specifically to close sales. </p><h3></h3><h4>What’s been done already?</h4><p>There is dedicated staff for Facebook campaigns and posts, as well a thorough system dedicated to automated email flows. </p><p>A consistent content routine is in place, with experienced staff at the helm. A piece has been published every week for the last few years, with the content calendar filled with ready-to-publish content for the next few months. The community is highly engaged, reading times are high, comment count soaring, and usefulness of content outstanding. This, along with partnerships with influencers, helps "The Broze Fellaz" take up a half of the first page on the SERP for several lucrative topics. They’ve been achieving this even without a comprehensive SEO project. Content seems to be king indeed. </p><p>Google Shopping has been tried. The campaign looked promising but didn't yield incremental sales. There’s much more search demand for informational queries than there is for product. </p><h3></h3><h4>What we recommend next</h4><ol><li>Organic traffic is ready to grow. If there is no budget left, resource allocation should be considered. In paid search, you can often simply increase budgets. Here, with stellar content already performing well, a comprehensive SEO project is begging for your attention. Focus can be put into structure and technical aspects, as well as content that better caters to search demand. Think optimizing the site’s information architecture, <a href="https://yoast.com/what-is-cornerstone-content/">interlinking content for cornerstone structure</a>, log analysis, and technical cleanup, meta text testing for CTR gains that would also lead to ranking gains, strategic ranking of long tail topics, intentional growing of the backlink profile.</li> <li>Three- or six-month intensive sprint of comprehensive SEO work would be appropriate.</li> </ol><h3></h3><h4>Results we expect</h4><p>Increasing last click revenue from organic search and direct by 25 percent would lead to a gain as high as all of the current revenue from automated email flows. Considering how large the growth has been already, this gain is more than achievable in 3–6 months. </p><h2></h2><h2>Wrapping it up</h2><p>Organic search presence of "The Broze Fellaz" should continue to be the number-one role for bringing new people to the site and bringing people back to the site. Doing so supports sales that happen with the contribution of other channels, e.g. email flows. The analysis points out is that organic search is also effective at playing the role of the last-click channel for transactions, often times without the help of other channels. </p><p>We’ve worked with this client for a few years, and, based on our knowledge of their marketing focus, this analysis points us to a confident conclusion that a dedicated, comprehensive SEO project will lead to high incremental growth. </p><h2>Your turn </h2><p>In drawing analytical conclusions and acting on them, there’s always more than one way to shoe a horse. Let us know what conclusions you would’ve drawn instead. Copy the layout of our <a href="https://datastudio.google.com/open/1cRnMUgVMwIjHUvuSDWM-pYC7Dglt9APN" target="_blank">SEO Channel Context Comparison analysis template</a> and show us what it helped you do for your SEO efforts — create a similar analysis for a paid or owned channel in your mix. Whether it’s comments below, tweeting our way, or sending a smoke signal, we’ll be all ears. And eyes.</p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/4363295\">BrankoK</a></p><p>Too often do you see SEO analyses and decisions being made without considering the context of the marketing channel mix. Equally as often do you see large budgets being poured into paid ads in ways that seem to forget there's a whole lot to gain from catering to popular search demand. </p><p>Both instances can lead to leaky conversion funnels and missed opportunity for long term traffic flows. But this article will show you a case of an SEO context analysis we used to determine the importance and role of SEO.</p><p>This analysis was <a href="https://bkingdigital.com/#what">one of our deliverables</a> for a marketing agency client who hired us to inform SEO decisions which we then turned into a report template for you to get inspired by and duplicate. </p><h2>Case description</h2><p>The included charts show real, live data. You can see the whole SEO channel context analysis in this <a href="https://datastudio.google.com/open/1cRnMUgVMwIjHUvuSDWM-pYC7Dglt9APN" target="_blank">Data Studio SEO report template</a>. </p><p>The traffic analyzed is for of a monetizing blog, whose marketing team also happens to be one of most fun to work for. For the sake of this case study, we're giving them a spectacular undercover name — "The Broze Fellaz."</p><p>For context, this blog started off with content for the first two years before they launched their flagship product. Now, they sell a catalogue of products highly relevant to their content and, thanks to one of the most entertaining Shark Tank episodes ever aired, they have acquired investments and a highly engaged niche community. </p><p>As you’ll see below, organic search is their biggest channel in many ways. Facebook also runs both as organic and paid and the team spends many an hour inside the platform. Email has elaborate automated flows that strive to leverage subscribers that come from the stellar content on the website. We therefore chose the three — organic Search, Facebook, and email — as a combination that would yield a comprehensive analysis with insights we can easily act on.<br></p><h2>Ingredients for the SEO analysis</h2><p>This analysis is a result of a long-term retainer relationship with "The Broze Fellaz" as our ongoing analytics client. A great deal was required in order for data-driven action to happen, but we assure you, it's all doable. </p><p>From the analysis best practice drawer, we used: </p><ul> <li>2 cups of relevant channels for context and analysis via comparison.</li> <li>3 cups of different touch points to identify channel roles — bringing in traffic, generating opt-ins, closing sales, etc.</li> <li>5 heads of open-minded lettuce and readiness to change current status quo, for a team that can execute.</li> <li>457 oz of focus-on-finding what is going on with organic search, why it is going on, and what we can do about it (otherwise, we’d end up with another scorecard export).</li> <li>Imperial units used in arbitrary numbers that are hard to imagine and thus feel very large.</li> <li>1 to 2 heads of your analyst brain, baked into the analysis. You're not making an automated report — even a HubSpot intern can do that. You're being a human and you're analyzing. You're making human analysis. This helps avoid having your job stolen by a robot.</li> <li>Full tray of Data Studio visualizations that appeal to the eye.</li> <li>Sprinkles of benchmarks, for highlighting significance of performance differences.</li> </ul><p>From the measurement setup and stack toolbox, we used: </p><ul> <li>Google Analytics with tailored channel definitions, enhanced e-commerce and Search Console integration.</li> <li>Event tracking for opt-ins and adjusted bounce rate via MashMetrics <a href="https://mashmetrics.com/setup-2/">GTM setup framework</a>.</li> <li>UTM routine for social and email traffic implemented via Google Sheets &<a href="https://web.utm.io/"> UTM.io</a>.</li> <li>Google Data Studio. This is my favorite visualization tool. Despite its flaws and gaps (as it’s still in beta) I say it is better than its paid counterparts, and it keeps getting better. For data sources, we used the native connectors for Google Analytics and Google Sheets, then <a href="https://supermetrics.com/product/data-studio">Facebook community connectors by Supermetrics</a>.</li> <li><a href="https://keyword-hero.com/">Keyword Hero</a>. Thanks to semantic algorithms and data aggregation, you are indeed able to see 95 percent of your organic search queries (check out Onpage Hero, too, you'll be amazed).</li> </ul><p>Inspiration for my approach comes from <a href="http://leapica.com/">Lea Pica</a>, <a href="https://www.kaushik.net/avinash/sitemap/">Avinash</a>, the Google Data Studio newsletter, and <a href="https://www.christopherspenn.com/">Chris Penn</a>, along with our dear clients and the questions they have us answer for them. </p><p>Ready? Let's dive in. </p><h2>Analysis of the client's SEO on the context of their channel mix</h2><h3>1) Insight: Before the visit</h3><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/seo-channel-context-analysis-before-visit-47526.jpg"></p><h2></h2><h4>What's going on and why is it happening?</h4><p class="full-width">Organic search traffic volume blows the other channels out of the water. This is normal for sites with quality regular content; yet, the difference is stark considering the active effort that goes into Facebook and email campaigns. </p><p>The CTR of organic search is up to par with Facebook. That's a lot to say when comparing an organic channel to a channel with high level of targeting control. </p><p>It looks like email flows are the clear winner in terms of CTR to the website, which has a highly engaged community of users who return fairly often and advocate passionately. It also has a product and content that's incredibly relevant to their users, which few other companies appear to be good at.</p><p>There's a high CTR on search engine results pages often indicates that organic search may support funnel stages beyond just the top. </p><p>As well, email flows are sent to a very warm audience — interested users who went through a double opt-in. It is to be expected for this CTR to be high. </p><h2></h2><h4>What's been done already?</h4><p>There's an active effort and budget allocation being put towards Facebook Ads and email automation. A content plan has been put in place and is being executed diligently.</p><h2></h2><h4>What we recommend next</h4><ol><li>Approach SEO in a way as systematic as what you do for Facebook and email flows.</li> <li>Optimize meta titles and descriptions via testing tools such as <a href="https://www.sanitycheck.io/">Sanity Check</a>. The organic search CTR may become consistently higher than that of Facebook ads.</li> <li>Assuming you've worked on improving CTR for Facebook ads, have the same person work on the meta text and titles. Most likely, there'll be <a href="https://www.orbitmedia.com/blog/growth-hacking-social-media-seo/">patterns you can replicate from social to SEO</a>.</li> <li>Run a technical audit and optimize accordingly. Knowing that you haven’t done that in a long time, and seeing how much traffic you get anyway, there’ll be quick, big wins to enjoy.</li> </ol><h2></h2><h4>Results we expect</h4><p>You can easily increase the organic CTR by at least 5 percent. You could also clean up the technical state of your site in the eyes of crawlers -— you’ll then see faster indexing by search engines when you publish new content, increased impressions for existing content. As a result, you may enjoy a major spike within a month. </p><h2></h2><h3>2) Insight: Engagement and options during the visit</h3><p>With over 70 percent of traffic coming to this website from organic search, the metrics in this analysis will be heavily skewed towards organic search. So, comparing the rate for organic search to site-wide is sometimes conclusive, other times not conclusive. </p><p>Adjusted bounce rate — via GTM events in the measurement framework used, we do <em>not</em> count a visit as a bounce if the visit lasts 45 seconds or longer. We prefer this approach because such an adjusted bounce rate is much more actionable for content sites. Users who find what they were searching for often read the page they land on for several minutes without clicking to another page. However, this is still a memorable visit for the user. Further, staying on the landing page for a while, or keeping the page open in a browser tab, are both good indicators for distinguishing quality, interested traffic, from all traffic. </p><p>We included all Facebook traffic here, not just paid. We know from the client’s data that the majority is from paid content, they have a solid UTM routine in place. But due to boosted posts, we’ve experienced big inaccuracies when splitting paid and organic Facebook for the purposes of channel attribution.</p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/seo-analysis-optins-56297.png"></p><h4>What's going on and why is it happening?</h4><p>It looks like organic search has a bounce rate worse than the email flows — that's to be expected and not actionable, considering that the emails are only sent to recent visitors who have gone through a double opt-in. What is meaningful, however, is that organic has a better bounce rate than Facebook. It is safe to say that organic search visitors will be more likely to remember the website than the Facebook visitors. </p><p>Opt-in rates for Facebook are right above site average, and those for organic search are right below, while organic is bringing in a majority of email opt-ins despite its lower opt-in rate. </p><p>Google's algorithms and the draw of the content on this website are doing better at winning users' attention than the detailed targeting applied on Facebook. The organic traffic will have a higher likelihood of remembering the website and coming back. Across all of our clients, we find that organic search can be a great retargeting channel, particularly if you consider that the site will come up higher in search results for its recent visitors. </p><h2></h2><h4>What's been done already?</h4><p>The Facebook ad campaigns of "The Broze Fellaz" have been built and optimized for driving content opt-ins. Site content that ranks in organic search is less intentional than that. </p><p>Opt-in placements have been tested on some of the biggest organic traffic magnets. </p><p>Thorough, creative and consistent content calendars have been in place as a foundation for all channels. </p><h2></h2><h4>What we recommend next </h4><ol><li>It's great to keep using organic search as a way to introduce new users to the site. Now, you can try to be more intentional about using it for driving opt-ins. It’s already serving both of the stages of the funnel.</li> <li>Test and optimize opt-in placements on more traffic magnets.</li> <li>Test and optimize opt-in copy for top 10 traffic magnets.</li> <li>Once your opt-in rates have improved, focus on growing the channel. Add to the content work with a 3-month sprint of an extensive SEO project</li> <li><a href="https://www.orbitmedia.com/blog/using-goal-values-in-google-analytics/">Assign Google Analytics goal values</a> to non-e-commerce actions on your site. The current opt-ins have different roles and levels of importance and there’s also a handful of other actions people can take that lead to marketing results down the road. Analyzing goal values will help you create better flows toward pre-purchase actions.</li> <li>Facebook campaigns seem to be at a point where you can pour more budget into them and expect proportionate increase in opt-in count.</li> </ol><h2></h2><h4>Results we expect</h4><p>Growth in your opt-ins from Facebook should be proportionate to increase in budget, with a near-immediate effect. At the same time, it’s fairly realistic to bring the opt-in rate of organic search closer to site average. </p><h2></h2><h3>3) Insight: Closing the deal</h3><p>For channel attribution with money involved, you want to make sure that your Google Analytics channel definitions, view filters, and UTM’s are in top shape.</p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/seo-report-template-ecommerce-revenue-47786.jpg"></p><h2></h2><h3></h3><h4>What's going on and why is it happening?</h4><p>Transaction rate, as well as per session value, is higher for organic search than it is for Facebook (paid and organic combined). </p><p>Organic search contributes to far more last-click revenue than Facebook and email combined. For its relatively low volume of traffic, email flows are outstanding in the volume of revenue they bring in. </p><p>Thanks to the integration of Keyword Hero with Google Analytics for this client, we can see that about 30 percent of organic search visits are from branded keywords, which tends to drive the transaction rate up. </p><p>So, why is this happening? Most of the product on the site is highly relevant to the information people search for on Google. </p><p>Multi-channel reports in Google Analytics also show that people often discover the site in organic search, then come back by typing in the URL or clicking a bookmark. That makes organic a source of conversions where, very often, no other channels are even needed. </p><p>We can conclude that Facebook posts and campaigns of this client are built to drive content opt-ins, not e-commerce transactions. Email flows are built specifically to close sales. </p><h3></h3><h4>What’s been done already?</h4><p>There is dedicated staff for Facebook campaigns and posts, as well a thorough system dedicated to automated email flows. </p><p>A consistent content routine is in place, with experienced staff at the helm. A piece has been published every week for the last few years, with the content calendar filled with ready-to-publish content for the next few months. The community is highly engaged, reading times are high, comment count soaring, and usefulness of content outstanding. This, along with partnerships with influencers, helps "The Broze Fellaz" take up a half of the first page on the SERP for several lucrative topics. They’ve been achieving this even without a comprehensive SEO project. Content seems to be king indeed. </p><p>Google Shopping has been tried. The campaign looked promising but didn't yield incremental sales. There’s much more search demand for informational queries than there is for product. </p><h3></h3><h4>What we recommend next</h4><ol><li>Organic traffic is ready to grow. If there is no budget left, resource allocation should be considered. In paid search, you can often simply increase budgets. Here, with stellar content already performing well, a comprehensive SEO project is begging for your attention. Focus can be put into structure and technical aspects, as well as content that better caters to search demand. Think optimizing the site’s information architecture, <a href="https://yoast.com/what-is-cornerstone-content/">interlinking content for cornerstone structure</a>, log analysis, and technical cleanup, meta text testing for CTR gains that would also lead to ranking gains, strategic ranking of long tail topics, intentional growing of the backlink profile.</li> <li>Three- or six-month intensive sprint of comprehensive SEO work would be appropriate.</li> </ol><h3></h3><h4>Results we expect</h4><p>Increasing last click revenue from organic search and direct by 25 percent would lead to a gain as high as all of the current revenue from automated email flows. Considering how large the growth has been already, this gain is more than achievable in 3–6 months. </p><h2></h2><h2>Wrapping it up</h2><p>Organic search presence of "The Broze Fellaz" should continue to be the number-one role for bringing new people to the site and bringing people back to the site. Doing so supports sales that happen with the contribution of other channels, e.g. email flows. The analysis points out is that organic search is also effective at playing the role of the last-click channel for transactions, often times without the help of other channels. </p><p>We’ve worked with this client for a few years, and, based on our knowledge of their marketing focus, this analysis points us to a confident conclusion that a dedicated, comprehensive SEO project will lead to high incremental growth. </p><h2>Your turn </h2><p>In drawing analytical conclusions and acting on them, there’s always more than one way to shoe a horse. Let us know what conclusions you would’ve drawn instead. Copy the layout of our <a href="https://datastudio.google.com/open/1cRnMUgVMwIjHUvuSDWM-pYC7Dglt9APN" target="_blank">SEO Channel Context Comparison analysis template</a> and show us what it helped you do for your SEO efforts — create a similar analysis for a paid or owned channel in your mix. Whether it’s comments below, tweeting our way, or sending a smoke signal, we’ll be all ears. And eyes.</p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/11089493.gif" height="1" width="1"/> Google: Using Hidden Text for Screen Readers Will Not Hurt Rankings by @MattGSouthern http://tracking.feedpress.it/link/13962/11088430 Search Engine Journal urn:uuid:4afa97ee-fccc-2158-83be-22f3e3aba0bd Wed, 20 Feb 2019 23:18:26 +0000 <p>Google's John Mueller has stated that using hidden text to provide context to screen readers will not cause any problems.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-using-hidden-text-for-screen-readers-will-not-hurt-rankings/294605/">Google: Using Hidden Text for Screen Readers Will Not Hurt Rankings by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11088430.gif" height="1" width="1"/> Marketers cautious about influencers’ authenticity, per new survey https://marketingland.com/marketers-cautious-about-influencers-authenticity-per-new-survey-257472 Marketing Land urn:uuid:552a3c8d-216f-efaa-7047-e03cd949fdd0 Wed, 20 Feb 2019 23:16:55 +0000 <p>The report, from social listening platform Talkwalkers, shows an emphasis on long-lasting relationships with a handful of influencers.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/marketers-cautious-about-influencers-authenticity-per-new-survey-257472">Marketers cautious about influencers&#8217; authenticity, per new survey</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Influencer marketing could use some soul searching, a recent survey points out.</p> <p>“<a href="https://www.talkwalker.com/case-studies/global-state-influencer-marketing" target="_blank" rel="noopener">The Global State of Influencer Marketing in 2019</a>” [free, registration required], the first such report from social listening platform Talkwalker, queried more than 800 marketing, PR and other digital professionals worldwide through an online form. It showed influencer marketing has a growing fan base among marketers, who are also wary of its pitfalls.</p> <p><strong>Fyre, Payless, Lil Miquela.</strong> Recent pitfalls have included the role of influencers in propelling the <a href="https://influencermarketinghub.com/no-fyre-festival-wasnt-an-influencer-marketing-success-and-other-lessons-from-a-disaster/" target="_blank" rel="noopener">Frye music festival fiasco</a> in 2017, the duping of fashion influencers in <a href="https://www.cnn.com/videos/business/2018/11/29/payless-palessi-marketing-stunt.cnn" target="_blank" rel="noopener">Payless’ fake luxury shoe store event</a>, and the <a href="https://www.engadget.com/2018/10/31/luka-sabbat-snap-spectacles-instagram-lawsuit/" target="_blank" rel="noopener">suit against influencer Luke Sabbat</a> for accepting a $60,000 marketing contract to promote Snapchat Spectacles &#8212; and then failing to do so.</p> <p>And that’s not even mentioning the bots whose auto-liking and auto-commenting boost the reputation of selected influencers, or the completely AI/computer-generated influencers, like <a href="https://en.wikipedia.org/wiki/Lil_Miquela" target="_blank" rel="noopener">Lil Miquela</a>.</p> <p>These kinds of downsides have put authenticity high on brands&#8217; must-have list, the report concluded, saying many respondents mentioned issues related to authenticity and brand values in the answers to open survey questions.</p> <p><strong>&#8220;Long-lasting relationships.&#8221;</strong> The report also noted that brands and agencies are emphasizing “long-lasting relationships with a few very specific influencers,” since it’s easier to manage and track the impact of a smaller group. The survey found that nearly three-quarters of respondents work with about four dozen influencers or less.</p> <p>Additionally, Talkwalker says, community size and readership is ranked just fourth among criteria brands use for selecting influencers, following the top criteria of coherence of posts with brand message, quality and creativity of content and engagement. The bottom criterion, below community size: the cost.</p> <p>The survey results showed a “big gap” between intent and impact for influencer marketing, Talkwalker CEO Americas Todd Grossman said via email. Nearly 70 percent of respondents pointed to influencer marketing as a top priority this year, he said, but almost 40 percent noted that ROI “is a major challenge.”</p> <div id="attachment_257477" style="width: 717px" class="wp-caption alignnone"><img class="size-large wp-image-257477" src="https://marketingland.com/wp-content/ml-loads/2019/02/influencer-bar-chart-707x600.png" alt="From the Talkwalker report" width="707" height="600" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/influencer-bar-chart-707x600.png 707w, https://marketingland.com/wp-content/ml-loads/2019/02/influencer-bar-chart-471x400.png 471w, https://marketingland.com/wp-content/ml-loads/2019/02/influencer-bar-chart.png 746w" sizes="(max-width: 707px) 100vw, 707px" /><p class="wp-caption-text">From the Talkwalker report</p></div> <p><strong>Top priority: brand visibility. </strong>“While brands are eager to leverage the power of influencers,” he said, “many of them haven’t yet developed a reliable measurement and management strategy, which makes planning and tracking these types of campaigns more difficult.”</p> <p>The top priority for employing influencers is brand visibility, according to 66 percent of respondents, followed at a distant second by lead generation, which was cited by 17 percent of those surveyed.</p> <p>Sixty-nine percent of respondents said influencer marketing is a top priority this year, and 61 percent said they will increase their influencer budget. But only about 31 percent have an operational influencer marketing program.</p> <p><strong>Why you should care.</strong> Influencer marketing has been touted as the digital age’s version of word-of-mouth, which is among the most valued and the most difficult of marketers’ options.</p> <p>But, as recent events show, buying endorsements by influencers, many of whom are purposefully amateurish in their presentations, can have its risks. As influencer marketing evolves into its next phase, this survey indicates, marketers are recalibrating what they’re really looking for, while trying to minimize the possibility that their efforts will backfire.</p> <p><i>This story first appeared on MarTech Today. For more on marketing technology, <a href="https://martechtoday.com?utm_src=ml&amp;utm_medium=textlink&amp;utm_campaign=mlxpost">click here.</a></i></p> <p>&nbsp;</p> <p>The post <a rel="nofollow" href="https://marketingland.com/marketers-cautious-about-influencers-authenticity-per-new-survey-257472">Marketers cautious about influencers&#8217; authenticity, per new survey</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google Ads Makes Predefined Reports Easier to Access by @MattGSouthern http://tracking.feedpress.it/link/13962/11087881 Search Engine Journal urn:uuid:e6fa0123-04ab-0315-42dc-853f1ae64ab2 Wed, 20 Feb 2019 20:07:12 +0000 <p>Google Ads is making it easier for users to find predefined reports for the dataset they're viewing.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-ads-makes-predefined-reports-easier-to-access/294577/">Google Ads Makes Predefined Reports Easier to Access by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11087881.gif" height="1" width="1"/> Invest in your best. Send your team to SMX Advanced. https://marketingland.com/invest-in-your-best-send-your-team-to-smx-advanced-257417 Marketing Land urn:uuid:2e075432-1efd-2733-350a-f3c510664bd9 Wed, 20 Feb 2019 20:06:55 +0000 <p>Searching for new ways to inspire, unite, and train your team? Send them to Search Engine Land’s SMX® Advanced, June 3-5 in Seattle. For over a decade, search marketers have flocked to SMX Advanced for the most elite SEO and SEM tactics and invaluable community networking. Teams that attend reap tremendous benefits you just can’t [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/invest-in-your-best-send-your-team-to-smx-advanced-257417">Invest in your best. Send your team to SMX Advanced.</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <img class="size-large wp-image-312662 alignnone" src="https://searchengineland.com/figz/wp-content/seloads/2019/02/smxadvanced-13-1-800x450.jpg" alt="" width="800" height="450" /> <p>Searching for new ways to inspire, unite, and train your team? Send them to Search Engine Land’s <a href="https://marketinglandevents.com/smx/advanced/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2019&amp;utm_content=teams">SMX® Advanced</a>, June 3-5 in Seattle.</p> <p>For over a decade, search marketers have flocked to SMX Advanced for the most elite SEO and SEM tactics and invaluable community networking. <a href="https://marketinglandevents.com/smx/advanced/team-rates/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2019&amp;utm_content=teams">Teams that attend</a> reap tremendous benefits you just can’t deliver back at the office&#8230;</p> <p><strong>Greater unity.</strong> Executing successful marketing campaigns requires blending different skills, experiences, and backgrounds. Attending SMX Advanced will equip your team with a common vocabulary and vision of success. Connecting the dots between organic and paid search, content, and cross-channel attribution will become second nature.</p> <p><strong>Fresh perspectives.</strong> Not seeing enough ROI? Struggling to get more out of your data? Having a hard time reaching new customers? You’re not alone. At SMX, you’ll connect with seriously smart people who face the same challenges you do &#8212; and are ready to exchange ideas and advice on how to overcome them.</p> <p><strong><img class="aligncenter size-full wp-image-312655" src="https://searchengineland.com/figz/wp-content/seloads/2019/02/unnamed.jpg" alt="" width="600" height="486" />Elite training.</strong> Together, you’ll learn the latest, most effective, and most <a href="https://marketinglandevents.com/smx/advanced/agenda-at-a-glance/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2019&amp;utm_content=teams">advanced SEO and SEM tactics</a>, from advanced mobile first to virtual assistants, marketplace ads and beyond&#8230; everything a winning team needs to stay on the cutting-edge. We <a href="https://marketinglandevents.com/smx/advanced/guarantee/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2019&amp;utm_content=teams">guarantee</a> you’ll return to the office with at least one game-changing insight that will drive impactful change.</p> <p><strong>Incredible value.</strong> SMX packs more advanced tactics and industry experts in one room than you’ll find anywhere else. Your company will save thousands in on-the-job training and professional development expenses. And the best part? The more team members you send, <a href="https://marketinglandevents.com/smx/advanced/team-rates/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2019&amp;utm_content=teams">the more you save</a>&#8230;</p> <ul> <li>Send 3-5 &#8212; save 10%</li> <li>Send 6-11 &#8212; save 15%</li> <li>Send 12 or more &#8212; save 20%</li> </ul> <h3>What are you waiting for?</h3> <p><a href="https://marketinglandevents.com/wp-content/uploads/2018/10/SMX-Team-Registration-Form.xlsx">Register your team now</a> for access to all sessions, keynotes, <a href="https://marketinglandevents.com/smx/advanced/in-person/?utm_source=ml&amp;utm_medium=textlink&amp;utm_campaign=smx+adv+2019&amp;utm_content=teams">networking</a>, and amenities — breakfasts, hot lunches, snacks all day, and free WiFi. Don’t miss this opportunity to unite your organization in a welcoming, engaging environment!</p> <p>We look forward to hosting you in Seattle!</p> <p>Psst&#8230; Has your team worked on an amazing campaign over the past year? <a href="https://thirddoormedia.secure-platform.com/">Enter the 2019 Search Engine Land Awards now</a> for a chance to impress new clients, earn international recognition, and take home the highest honor in the industry!</p> <p>The post <a rel="nofollow" href="https://marketingland.com/invest-in-your-best-send-your-team-to-smx-advanced-257417">Invest in your best. Send your team to SMX Advanced.</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Facebook offers Android users iOS-like control over background location tracking https://marketingland.com/facebook-offers-android-users-ios-like-control-over-background-location-tracking-257430 Marketing Land urn:uuid:067b3bd2-b3fc-b846-c913-a9b44980acab Wed, 20 Feb 2019 19:36:47 +0000 <p>New settings will enable users to have finer control over Facebook's collection of location data when the app is not in use. </p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-offers-android-users-ios-like-control-over-background-location-tracking-257430">Facebook offers Android users iOS-like control over background location tracking</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Facebook <a href="https://newsroom.fb.com/news/2019/02/location-settings-android/">announced</a> that it&#8217;s giving users of its Android app more granular control over location data collection. Users will now have more options surrounding use of their location data. Previously Android offered a binary choice for location services and history: on or off.</p> <p><strong>Facebook gives users control of location when not using the app.</strong> In contrast to Android, iOS offers three location settings: never, always and while using the app. Facebook&#8217;s new background location control makes location on Facebook for Android more like iOS. Users can maintain location services but disallow background data collection when the app isn&#8217;t being used.</p> <img class="aligncenter size-large wp-image-257432" src="https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-10.16.09-AM-752x600.png" alt="" width="752" height="600" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-10.16.09-AM-752x600.png 752w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-10.16.09-AM-502x400.png 502w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-10.16.09-AM-768x612.png 768w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-10.16.09-AM.png 785w" sizes="(max-width: 752px) 100vw, 752px" /> <p><strong>Current user settings to remain.</strong> Facebook isn&#8217;t changing any settings by default. According to the <a href="https://newsroom.fb.com/news/2019/02/location-settings-android/">blog post</a>: &#8220;For people who previously chose to turn their Location History setting &#8216;on,&#8217; the new background location setting is &#8216;on.&#8217; For people who had turned Location History &#8216;off&#8217; – or never turned it on in the first place – the new background location setting is &#8216;off.&#8217;”</p> <p>Facebook says it won&#8217;t turn on Location History &#8220;unless you specifically tell us to.&#8221; The company also says it&#8217;s going to send an alert to everyone who had Location History turned on in the past and prompt them to check their settings.</p> <p>Facebook further explained that it&#8217;s updating location information to &#8220;estimate primary location at the city or postal code level.&#8221; The company <a href="https://marketingland.com/facebook-introduces-household-income-targeting-based-on-u-s-zip-code-averages-256375">recently introduced</a> income targeting by ZIP code. This move is at least in part supportive of that initiative.</p> <p>Beyond providing &#8220;nearby&#8221; benefits to users and being valuable for targeting, attribution and other advertising purposes, Facebook says it also captures user location for account security.</p> <p><strong>Why you should care.</strong> The collection of location data has become a central issue in the privacy debate in the U.S., which is gaining momentum. Facebook is smart to offer more control and transparency to users, many of whom have grown skeptical of the company in the wake of various data controversies.</p> <p>A <a href="https://martechtoday.com/83-percent-of-consumers-now-aware-of-marketers-tracking-their-locations-study-231118">recent survey from location intelligence company Blis</a> found that 83 percent of survey respondents were aware that marketers track their locations and many were ambivalent about or opposed to the practice. In addition, a majority of users were more aware of the use of their personal data by marketers this year than they were last year.</p> <p>As U.S. privacy laws take on GDPR-like requirements, whether at the federal or <a href="https://www.natlawreview.com/article/new-washington-state-privacy-bill-incorporates-some-gdpr-concepts">state level</a>, it will be incumbent on publishers, app developers and platforms to better educate users about the benefits of sharing their data. Through greater transparency and control, they can instill trust that has been eroded by complexity and secrecy.</p> <p>In France, location data provider <a href="https://martechtoday.com/data-location-vendor-worked-with-gdpr-regulator-on-data-consent-model-yielding-70-opt-in-rates-230653">Teemo</a> found that with more transparency and control, as compelled under GDRP, users were highly likely to opt-in to share location (70+ percent). This powerfully argues that embracing privacy will not kill or cripple marketers&#8217; use of consumer data.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/facebook-offers-android-users-ios-like-control-over-background-location-tracking-257430">Facebook offers Android users iOS-like control over background location tracking</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google Ads’ Universal App Campaigns Are Now Just ‘App Campaigns’ by @MattGSouthern http://tracking.feedpress.it/link/13962/11087710 Search Engine Journal urn:uuid:36a3f3c1-835a-5a98-bb4d-bf04bfa67368 Wed, 20 Feb 2019 18:38:47 +0000 <p>Google is rebranding Universal App Campaigns, which are now known simply as "App campaigns."</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-ads-universal-app-campaigns-are-now-just-app-campaigns/294539/">Google Ads&#8217; Universal App Campaigns Are Now Just &#8216;App Campaigns&#8217; by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11087710.gif" height="1" width="1"/> Digital ad spending to top traditional for first time https://marketingland.com/digital-ad-spending-to-top-traditional-for-first-time-in-2019-257365 Marketing Land urn:uuid:02b69796-49e7-4a31-8073-71ec5a2c0523 Wed, 20 Feb 2019 17:38:54 +0000 <p>Amazon continues to eat away at the duopoly of Facebook and Google with an increase in share of 8.8 percent</p> <p>The post <a rel="nofollow" href="https://marketingland.com/digital-ad-spending-to-top-traditional-for-first-time-in-2019-257365">Digital ad spending to top traditional for first time</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Digital ad spending in the U.S. <a href="https://www.emarketer.com/content/us-digital-ad-spending-will-surpass-traditional-in-2019">will exceed traditional ad spending in 2019</a>, according to a forecast out Wednesday by eMarketer. Much of that share will come from Google and Facebook, with Amazon gaining speed from behind.</p> <p>The report predicts that digital will make up more than two-thirds of total U.S. media spending by 2023</p> <p><strong>The numbers.</strong> Digital ad spending is forecasted to grow 19 percent to $129.34 billion this year, and will make up more than half (54.2 percent) of total U.S. ad spending. At $87.06 billion, mobile will account for more than two-thirds of that amount.</p> <p>Amazon&#8217;s U.S. ad business will swell more than 50 percent this year and its share of the U.S. digital ad market will increase to 8.8 percent, knocking into the share formerly enjoyed by heavy hitters Google, Facebook, Verizon and Microsoft.</p> <div id="attachment_257374" style="width: 538px" class="wp-caption aligncenter"><img class="size-large wp-image-257374" src="https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-6.40.27-AM-528x600.png" alt="" width="528" height="600" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-6.40.27-AM-528x600.png 528w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-6.40.27-AM-352x400.png 352w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-6.40.27-AM-768x873.png 768w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-20-at-6.40.27-AM.png 1056w" sizes="(max-width: 528px) 100vw, 528px" /><p class="wp-caption-text">2019 Digital ad spend | eMarketer</p></div> <p>The Interactive Advertising Bureau (IAB) <a href="https://www.iab.com/news/iab-advertising-revenue-q3/">released revenue numbers</a> earlier this month showing that digital ad revenues rose to $26.2 billion in the third quarter of 2018, capping off what it calls the industry&#8217;s &#8220;highest-spending first three quarters on record&#8221; &#8212; a 20.6 percent increase over 2017.</p> <p><strong>Where are those dollars coming from?</strong> From traditional ad spending. Spending share on non-digital advertising is down this year from 51.4 percent to 45.8 percent, led by directories like the Yellow Pages, which are down 19 percent. Spending on traditional print will drop nearly 18 percent and TV ad spending will decline 2.2 percent to $70.83 billion this year, a dip eMarketer attributed to lack of any big elections or sporting events.</p> <p><strong>Why you should care.</strong>  The trend is hard to ignore &#8212; advertisers are spending on digital and there&#8217;s no sign of them ever going back.</p> <p>&#8220;2018 was a landmark year for U.S. digital advertising,&#8221; said Sue Hogan, SVP, research and measurement, IAB. &#8220;Brands continued their record-breaking investment in the marketplace in the third quarter.”</p> <p>Monica Peart, eMarketer forecasting director, said, &#8220;the steady shift of consumer attention to digital platforms has hit an inflection point with advertisers, forcing them to now turn to digital to seek the incremental gains in reach and revenues which are disappearing in traditional media advertising.&#8221;</p> <div class="well"> <h2><small>Key resources on digital ad spending</small></h2> <ul><li><small><a href="https://downloads.digitalmarketingdepot.com/SEL_1808_2018AmzSur_landingpage.html?utm_source=ml&amp;utm_medium=newspost&amp;utm_campaign=amaz+results">Get the report: Amazon Advertising Forecast 2019</a></small></li> <li><small><a href="https://marketingland.com/amazon-moments-tool-gives-brands-new-way-to-build-deliver-loyalty-campaigns-257107">'Amazon Moments' tool gives brands new way to build, deliver loyalty campaigns</a></small></li><li><small><a href="https://marketingland.com/amazon-adds-customer-acquisition-metrics-for-display-video-sponsored-brands-campaigns-255647">Amazon adds customer acquisition metrics for display, video, Sponsored Brands campaigns</a></small></li><li><small><a href="https://marketingland.com/everything-is-e-commerce-big-takeaways-from-ces-255392">Everything is e-commerce: Big takeaways from CES</a></small></li></ul></div> <p>The post <a rel="nofollow" href="https://marketingland.com/digital-ad-spending-to-top-traditional-for-first-time-in-2019-257365">Digital ad spending to top traditional for first time</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google Serves 11X More AMPHTML Ads Compared to Last Year by @MattGSouthern http://tracking.feedpress.it/link/13962/11087430 Search Engine Journal urn:uuid:11159861-1069-fa2d-3de8-72227e69de19 Wed, 20 Feb 2019 17:27:33 +0000 <p>The number of AMPHTML ads served by Google has grown 11x year-over-year.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-serves-11x-more-amphtml-ads-compared-to-last-year/294519/">Google Serves 11X More AMPHTML Ads Compared to Last Year by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11087430.gif" height="1" width="1"/> What marketers should know about Hulu’s new ‘pause’ ads https://marketingland.com/what-marketers-should-know-about-hulus-new-pause-ads-257111 Marketing Land urn:uuid:3b60714c-b814-7b77-f5e9-d2b64951303e Wed, 20 Feb 2019 16:03:45 +0000 <p>The media platform is currently testing the static ad units with Coca-Cola and Charmin.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/what-marketers-should-know-about-hulus-new-pause-ads-257111">What marketers should know about Hulu&#8217;s new &#8216;pause&#8217; ads</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>A few weeks ago, media platform Hulu <a href="https://www.hulu.com/press/hulu-update/hulu-unveils-new-pause-ad-experience/">unveiled</a> a new &#8220;non-intrusive, viewer-initiated&#8221; ad unit that plays when viewers pause the show they&#8217;re watching.</p> <p>Hulu is currently testing the ad with Coca-Cola and Charmin, and expects to make it generally available for select content by next quarter.</p> <p>The availability of this type of ad is the clearest sign yet that advertisers are acknowledging the <a href="https://www.emarketer.com/content/more-than-half-of-us-consumers-watch-subscription-ott-video-2018">marked rise</a> in streaming video viewing, and a shift in how people consume media.</p> <p>But is there a place for subtle, static ads in the age of louder and bigger? Hulu certainly thinks so, and so do marketers.</p> <div id="attachment_257311" style="width: 810px" class="wp-caption aligncenter"><img class="wp-image-257311 size-large" src="https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-19-at-9.51.02-AM-800x383.png" alt="Screenshot of the new 'pause' ad in action | Hulu" width="800" height="383" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-19-at-9.51.02-AM-800x383.png 800w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-19-at-9.51.02-AM-600x287.png 600w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-19-at-9.51.02-AM-768x368.png 768w, https://marketingland.com/wp-content/ml-loads/2019/02/Screen-Shot-2019-02-19-at-9.51.02-AM.png 1220w" sizes="(max-width: 800px) 100vw, 800px" /><p class="wp-caption-text">Screenshot of the new &#8216;pause&#8217; ad in action | Hulu</p></div> <h2>&#8216;Non-intrusive&#8217;</h2> <p>Jeremy Helfand, vice president and head of advertising platforms for Hulu, said that its research showed that &#8220;consumers generally preferred ads that were subtle and non-intrusive, and that extensive audio and video when pausing was considered disruptive. These insights led us to take our current approach to pause ads, and the research so far has shown a positive response from viewers.&#8221;</p> <p>&#8220;Just as consumers’ viewing habits have evolved, their expectations for advertising have also changed,&#8221; Helfand said. &#8220;Viewers no longer accept an irrelevant, intrusive ad experience and appreciate when brands tell their stories in authentic and integrated ways. To stand out and continue engaging their target audiences, brands must rise to the challenge and flex their creative muscles to go beyond the traditional commercial break.&#8221;</p> <h2>Going with the flow</h2> <p>These types of subtle ads can be a good thing for brands, according to Jackie Pecquex, digital media manager for ad agency KW2, who added that she would try Hulu&#8217;s new ads.</p> <p>&#8220;I like pause ads better than mid-roll in terms of not messing with the viewer’s content flow,&#8221; Pecquex said. &#8220;The industry as a whole is moving toward less-interruptive and more user-assistive ad experiences, and that’s a good thing for growing brand affinity. Thinking back even five years ago, things like desktop, rich-media screen takeovers and pushdowns were a lot more common than they are today.&#8221;</p> <p>Dan Goman, CEO of video supply chain platform OWNZONES, agreed.</p> <p>&#8220;We can say from experience that two success factors stand above others,&#8221; Goman said. &#8220;Don’t be intrusive or annoying. Sounds simple, but it’s easy to cross that line and users will drop from your platform as soon as it’s crossed. Focus on tailoring the experience to the individual. Make the user feel understood.&#8221;</p> <p>Goman acknowledged that marketers are anxious for the wealth of data that OTT marketing provides, but he warned service providers, content owners and marketers to center the user experience.</p> <p>&#8220;The data is available, the users are hungry for content,&#8221; Goman said. &#8220;There’s no excuse not to offer them what they’re looking for.&#8221;</p> <h2>Fighting ad fatigue</h2> <p>&#8220;Publishers aren’t respecting frequency caps they claim are in place,&#8221; Pecquex said. &#8220;There are a lot of complaints from viewers about the same ads being served back to back, in every ad break, etc. Static ads help by adding another (less intrusive) ad unit for advertisers. People complain less about banner frequency than video.&#8221;</p> <p>&#8220;There are a lot of ad frequency complaints with OTT, so introducing static placements is a smart move for building scale and mitigating those frequency concerns,&#8221; Pecquex said.</p> <p>The number of subscription OTT video service viewers was expected to hit 170.1 million in 2018, more than half (51.7 percent) of the U.S. population, according to eMarketer. As connected TV and OTT scale, advertisers will need to look for new ways to acknowledge viewer behavior and find ways to connect.</p> <p>&#8220;I think non-intrusiveness and user-relevance are what people are looking for,&#8221; Pecquex said. &#8220;They want ads that provide solutions and value. Marketers need to make sure that’s at the core of their advertising.&#8221;</p> <p>But Anne Frisbie, SVP, global brand &amp; programmatic, North America at mobile ad platform InMobi, said we&#8217;ll have to wait and see if they catch on.</p> <p>&#8220;It&#8217;s always great to see innovations from leaders in the industry,&#8221; Frisbie said. &#8220;Creation of new ad formats that are aimed at helping to increase the amount of premium video inventory that is available is a good step. With that said, it remains to be seen whether and how buyers will embrace these ads and at what price point.&#8221;</p> <div class="well"> <h2><small>More on marketing in video</small></h2> <ul><li><small><a href="https://downloads.digitalmarketingdepot.com/MIR_1602_PaidMediaR_landingpagebuyersguide_mtt.html?utm_source=sel&amp;utm_medium=newspost">Enterprise Paid Media Campaign Management Platforms: A Marketer's Guide (Sponsored)</a></small></li> <li><small><a href="https://searchengineland.com/advanced-youtube-tactics-create-custom-audiences-to-pursue-and-watch-that-fine-print-312559">Advanced YouTube tactics: Create custom audiences to pursue, and watch that fine print</a></small></li><li><small><a href="https://marketingland.com/youtube-updates-strikes-system-to-warn-creators-first-when-their-content-breaks-the-rules-257300">YouTube updates 'strikes system' to warn creators first when their content breaks the rules</a></small></li><li><small><a href="https://martechtoday.com/brightcove-to-buy-video-ad-tech-platform-ooyala-for-15-million-230916">Brightcove to buy Ooyala's online video platform for $15 million</a></small></li></ul></div> <p>The post <a rel="nofollow" href="https://marketingland.com/what-marketers-should-know-about-hulus-new-pause-ads-257111">What marketers should know about Hulu&#8217;s new &#8216;pause&#8217; ads</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Adobe Target testing tool gets improved personalization capabilities, reports https://marketingland.com/adobe-target-testing-tool-gets-improved-personalization-capabilities-reports-257384 Marketing Land urn:uuid:352d8d80-6a80-cb56-e7d6-3d583a93902f Wed, 20 Feb 2019 15:47:49 +0000 <p>The company is adding a new "weighted relevance" algorithm for recommendations, enhancing its Personalization Insights reports, and more.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/adobe-target-testing-tool-gets-improved-personalization-capabilities-reports-257384">Adobe Target testing tool gets improved personalization capabilities, reports</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <div id="attachment_257400" style="width: 810px" class="wp-caption aligncenter"><img src="https://marketingland.com/wp-content/ml-loads/2019/02/Adobe-Recs_in_AB_Test-800x577.jpg" alt="" width="800" height="577" class="size-large wp-image-257400" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/Adobe-Recs_in_AB_Test-800x577.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/02/Adobe-Recs_in_AB_Test-555x400.jpg 555w, https://marketingland.com/wp-content/ml-loads/2019/02/Adobe-Recs_in_AB_Test-768x554.jpg 768w, https://marketingland.com/wp-content/ml-loads/2019/02/Adobe-Recs_in_AB_Test.jpg 1598w" sizes="(max-width: 800px) 100vw, 800px" /><p class="wp-caption-text">Adobe Target A/B testing screen.</p></div> <p>Adobe Target, a marketing tool used to perform A/B and multivariate testing to optimize digital experiences, is getting a number of new updates. Adobe announced on Wednesday the platform now includes an AI-powered &#8220;weighted relevance&#8221; algorithm for improved personalized recommendations, enhanced reporting tools and a new version of its &#8220;Personalization Maturity Model&#8221; solution.</p> <p><strong>Personalized recommendations via a &#8220;weighted relevance&#8221; algorithm.</strong> Adobe Target will now include a &#8220;weighted relevance&#8221; algorithm that employs profile-matching and relevancy weighting capabilities to enable marketers to deliver more personalized recommendations.</p> <p>&#8220;Recommendations are one of the most powerful personalization tools that marketers can use to increase sales and customer engagement. Yet scaling personalized recommendations to a variety of audiences is a consistent challenge,&#8221; said Adobe in its announcement. The company says its newly-updated algorithm will go beyond traditional product use cases, delivering more personalized recommendation results.</p> <div id="attachment_257401" style="width: 810px" class="wp-caption aligncenter"><img src="https://marketingland.com/wp-content/ml-loads/2019/02/Adobe-weighted-relevance-algorithm-800x553.jpg" alt="" width="800" height="553" class="size-large wp-image-257401" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/Adobe-weighted-relevance-algorithm-800x553.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/02/Adobe-weighted-relevance-algorithm-579x400.jpg 579w, https://marketingland.com/wp-content/ml-loads/2019/02/Adobe-weighted-relevance-algorithm-768x531.jpg 768w, https://marketingland.com/wp-content/ml-loads/2019/02/Adobe-weighted-relevance-algorithm.jpg 1514w" sizes="(max-width: 800px) 100vw, 800px" /><p class="wp-caption-text">Adobe Target &#8220;weighted relevance&#8221; algorithm.</p></div> <p><strong>New Personalization Insights Reports.</strong> Adobe Target&#8217;s Personalization Insights Report shows how the platform&#8217;s automated personalization and auto-target algorithms are performing. The newly-updated reports will now be able to show actual relative conversion and revenue lists resulting from Adobe Target algorithms.</p> <p>&#8220;For example, a marketer for an airline will be able to see the relative conversion and revenue lift that each offer or recommendations carousel is delivering above the default mobile page or app screen,&#8221; writes Adobe in its announcement. &#8220;This informs better optimizations for audience-level and individual experiences with guidance from machine-learning insights.&#8221;</p> <p><strong>Adobe Target Personalization Maturity Model 2.0.</strong> Adobe is introducing the next version of its Personalization Maturity Model, making it available to all marketers, not just Adobe Target users. The &#8220;self-assessment&#8221; tool measures the effectiveness of a marketer&#8217;s personalization efforts. Adobe Target Personalization Maturity Model 2.0 offers a detailed report that includes suggestions around governance, process and expansion use cases. Adobe said it has also updated language and suggestions to support &#8220;greater speed and scale.&#8221;</p> <p><strong>Why you should care.</strong> Adobe reports half of the 1,000 U.S. consumers it surveyed in December of 2018 said they were more likely to be loyal to a brand that delivered personalized experiences. The same survey revealed more than one-third of the consumers claimed they &#8220;constantly or frequently&#8221; receive non-personalized branded content. Adobe&#8217;s survey demonstrates how brands that fail to personalize content are missing an opportunity with consumers more likely to be brand-loyal when a company delivers personalized experiences.</p> <p>With these latest updates, Adobe Target is aiming to rectify this challenge for marketers via its testing tool &#8212; offering a platform that can help fine-tune personalization tactics and offer recommendations. And it&#8217;s not reserved only to Adobe Target users. The latest version of the Personalization Maturity Model report is available to all marketers, offering insight into personalization performance and benchmarks.</p> <p><i>This story first appeared on MarTech Today. For more on marketing technology, <a href="https://martechtoday.com?utm_src=ml&#038;utm_medium=textlink&#038;utm_campaign=mlxpost">click here.</a></i></p> <p>The post <a rel="nofollow" href="https://marketingland.com/adobe-target-testing-tool-gets-improved-personalization-capabilities-reports-257384">Adobe Target testing tool gets improved personalization capabilities, reports</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> SEO Maintenance Checklist: Crucial Daily, Monthly, Quarterly & Yearly Tasks by @coreydmorris http://tracking.feedpress.it/link/13962/11087094 Search Engine Journal urn:uuid:6bd2c947-8ed9-0dd0-383a-9a06ea622668 Wed, 20 Feb 2019 14:45:01 +0000 <p>Learn the specific daily, monthly, quarterly, and yearly activities to implement for success in this SEO maintenance checklist.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/seo-maintenance-checklist-crucial-daily-monthly-quarterly-yearly-tasks/293759/">SEO Maintenance Checklist: Crucial Daily, Monthly, Quarterly &#038; Yearly Tasks by @coreydmorris</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11087094.gif" height="1" width="1"/> Make sense of your data with these essential keyword segments http://tracking.feedpress.it/link/9375/11088343 Moz Blog urn:uuid:1a6592e1-57d0-07d6-0feb-9baaecd9953e Wed, 20 Feb 2019 14:05:41 +0000 <p>Posted by <a href=\"https://moz.com/community/users/12577573\">TheMozTeam</a></p><p>This blog post was originally published on the <a href="https://getstat.com/" target="_blank">STAT</a> blog. </p><hr><p>The first step to getting the most out of your SERP data is smart keyword segmentation — it surfaces targeted insights that will help you make data-driven decisions. </p><p>But knowing what to segment can feel daunting, especially when you’re working with thousands of keywords. That’s why we’re arming you with a handful of must-have tags. </p><p>Follow along as we walk through the different kinds of segments in STAT, how to create them, and which tags you’ll want to get started with. You’ll be a fanciful segment connoisseur by the time we’re through! </p><h2>Segmentation in STAT</h2><p>In STAT, keyword segments are called “tags” and come as two different types: standard or dynamic. </p><p>Standard tags are best used when you want to keep specific keywords grouped together because of shared characteristics — like term (brand, product type, etc), location, or device. Standard tags are static, so the keywords that populate those segments won’t change unless you manually add or remove them. </p><p>Dynamic tags, on the other hand, are a fancier kind of tag based on filter criteria. Just like a smart playlist, dynamic tags automatically populate with all of the keywords that meet said criteria, such as keywords with a search volume over 500 that rank on page one. This means that the keywords in a dynamic tag aren’t forever — they’ll filter in and out depending on the criteria you’ve set. </p><h2>How to create a keyword segment</h2><p>Tags are created in a few easy steps. At the <strong>Site</strong> level, pop over to the <strong>Keywords</strong> tab, click the down arrow on any table column header, and then select <strong>Filter keywords</strong>. From there, you can select the pre-populated options or enter your own metrics for a choose-your-own-filter adventure. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-5-338860.jpg"> </p><p>Once your filters are in place, simply click <strong>Tag All Filtered Keywords</strong>, enter a new tag name, and then pick the tag type best suited to your needs — standard or dynamic — and voila! You’ve created your very own segment. </p><h2>Segments to get you started</h2><p>Now that you know how to set up a tag, it’s time to explore some of the different segments you can implement and the filter criteria you’ll need to apply. </p><h3>Rank and rank movement</h3><p>Tracking your rank and ranking movements with dynamic tags will give you eyeballs on your keyword performance, making it easy to monitor and report on current and historical trends. </p><p>There’s a boatload of rank segments you can set up, but here’s just a sampling to get you started: </p><ul> <li>Keywords ranking in position 1–3; this will identify your top performing keywords.</li> <li>Keywords ranking in position 11–15; this will suss out the low-hanging, top of page two fruit in need of a little nudge.</li> <li>Keywords with a rank change of 10 or more (in either direction); this will show you keywords that are slipping off or shooting up the SERP.</li> </ul><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-ranking-positions-180810.jpg"> </p><h3>Appearance and ownership of SERP features</h3><p>Whether they’re images, carousels, or news results, SERP features have significantly altered the search landscape. Sometimes they push you down the page and other times, like when you manage to snag one, they can give you a serious leg up on the competition and drive loads more traffic to your site. </p><p>Whatever industry-related SERP features that you want to keep apprised of, you can create dynamic tags that show you the prevalence and movement of them within your keyword set. Segment even further for tags that show which keywords own those features and which have fallen short. </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-6-295387.jpg"> </p><a class="twitter" href="https://twitter.com/intent/tweet?text=Segment%20your%20keywords%20to%20see%20what%20you%E2%80%99ve%20won%20%E2%80%94%20for%20example,%20your%20owned%20paragraph%20snippets%20%E2%80%94%20and%20what%E2%80%99s%20still%20up%20for%20grabs.&url=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16968&title=SERP%20feature%20insights&summary=Segment+your+keywords+to+see+what+you%26%238217%3Bve+won+%E2%80%94+for+example%2C+your+owned+paragraph+snippets+%E2%80%94+and+what%26%238217%3Bs+still+up+for+grabs." target="_blank"></a><p>Below are a few segments you can set up for featured snippets and local packs. </p><h4>Featured snippets</h4><p>Everyone’s favourite SERP feature isn’t going anywhere anytime soon, so it wouldn’t be a bad idea to outfit yourself with a snippet tracking strategy. You can create as many tags as there are snippet options to choose from: </p><ul> <li>Keywords with a featured snippet.</li> <li>Keywords with a paragraph, list, table, and/or carousel snippet.</li> <li>Keywords with an owned paragraph, list, table, and/or carousel snippet.</li> <li>Keywords with an unowned paragraph, list, table, and/or carousel snippet.</li> </ul><p>The first two will allow you to see over-arching snippet trends, while the last two will chart your ownership progress. </p><p>If you want to know the URL that’s won you a snippet, just take a peek at the <strong>URL</strong> column. </p><p class="full-width"><span></span> </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-kws-84264.jpg"></p><h4>Local packs</h4><p class="full-width">If you’re a brick and mortar business, we highly advise creating tags for local packs since <a href="https://getstat.com/blog/whitepaper-how-distance-intent-shape-a-local-pack/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">they provide a huge opportunity for exposure</a>. These two tags will show you which local packs you have a presence in and which you need to work on </p><ul> <li>Keywords with an owned local pack.</li> <li>Keywords with an unowned local pack.</li> </ul><p>Want all the juicy data squeezed into a local pack, like who’s showing up and with what URL? We created the <strong>Local pack</strong> report just for that. </p><h2>Landing pages, subdomains, and other important URLs</h2><p>Whether you’re adding new content or implementing link-building strategies around subdomains and landing pages, dynamic tags allow you to track and measure page performance, see whether your searchers are ending up on the pages you want, and match increases in page traffic with specific keywords. </p><p>For example, are your informational intent keywords driving traffic to your product pages instead of your blog? To check, a tag that includes your blog URL will pull in each post that ranks for one of your keywords. </p><p>Try these three dynamic tags for starters: </p><ul> <li>Keywords ranking for a landing page URL.</li> <li>Keywords ranking for a subdomain URL.</li> <li>Keywords ranking for a blog URL.</li> </ul><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-6-304532.jpg"> </p><a class="twitter" href="https://twitter.com/intent/tweet?text=Here%20we%E2%80%99re%20filtering%20for%20every%20keyword%20that%20ranks%20for%20a%20URL%20containing%20the%20word%20%E2%80%9Canimals%E2%80%9D%20in%20it.&url=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16969&title=Create%20tags%20around%20ranking%20URLs&summary=Here+we%26%238217%3Bre+filtering+for+every+keyword+that+ranks+for+a+URL+containing+the+word+%26%238220%3Banimals%26%238221%3B+in+it." target="_blank"></a><p>Is a page not indexed yet? That’s okay. You can still create a dynamic tag for its URL and keywords will start appearing in that segment when Google finally gets to it. </p><h2>Location, location, location</h2><p>Google cares a lot about location and so should you, which is why keyword segments centred around location are essential. You can tag in two ways: by geo-modifier and by geo-location. </p><p>For these, it’s better to go with the standard tag as the search term and location are fixed to the keyword. </p><h4></h4><h4>Geo-modifier</h4><p>A geo-modifier is the geographical qualifier that searchers manually include in their query — like in <em>[sushi near me]</em>. We advocate for adding various geo-modifiers to your keywords and then incorporating them into your tagging strategy. For instance, you can segment by: </p><ul> <li>Keywords with “in [city]” in them.</li> <li>Keywords with “near me” in them.</li> </ul><p>The former will show you how you fare for city-wide searches, while the latter will let you see if you’re meeting the needs of searchers looking for nearby options. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-7-93404.jpg"> </p><a class="twitter" href="https://twitter.com/intent/tweet?text=Searchers%20still%20geo-modify,%20so%20it%E2%80%99s%20a%20good%20idea%20to%20know%20how%20you%E2%80%99re%20appearing%20on%20those%20SERPs.&url=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16972&title=Keywords%20with%20geo-modifiers&summary=Searchers+still+geo-modify%2C+so+it%26%238217%3Bs+a+good+idea+to+know+how+you%26%238217%3Bre+appearing+on+those+SERPs." target="_blank"></a><h4></h4><h4>Geo-location</h4><p>Geo-location is where the keyword is being tracked. More tracked locations mean more searchers’ SERPs to sample. And the closer you can get to searchers standing on a street corner, the more accurate those SERPs will be. This is why <a href="https://getstat.com/blog/implement-a-national-tracking-strategy/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">we strongly recommend</a> you track in multiple pin-point locations in every market you serve. </p><p>Once you’ve got your tracking strategy in place, get your segmentation on. You can filter and tag by: </p><ul> <li>Keywords tracked in specific locations; this will let you keep tabs on geographical trends.</li> <li>Keywords tracked in each market; this will allow for market-level research.</li> </ul><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-filter-kws-2-205214.jpg"> </p><h3><span class="level2">Search volume & cost-per-click</span></h3><p>Search volume might be a contentious metric thanks to Google’s close variants, but having a decent idea of what it’s up to is better than a complete shot in the dark. We suggest at least two dynamic segments around search volume: </p><ul> <li>Keywords with high search volume; this will show which queries are popular in your industry and have the potential to drive the most traffic.</li> <li>Keywords with low search volume; this can actually help reveal conversion opportunities — remember, long-tail keywords typically have lower search volumes but higher conversion rates.</li> </ul><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-cost-per-click-55556.jpg"> </p><p>Tracking the cost-per-click of your keywords will also bring you and your PPC team tonnes of valuable insights — you’ll know if you’re holding the top organic spot for an outrageously high CPC keyword. </p><p>As with search volume, tags for high and low CPC should do you just fine. High CPC keywords will show you where the competition is the fiercest, while low CPC keywords will surface your easiest point of entry into the paid game — queries you can optimize for with less of a fight. </p><h2>Device type</h2><p>From screen size to indexing, desktop and smartphones produce substantially different SERPs from one another, making it essential to track them separately. So, filter and tag for:<br></p><ul> <li>Keywords tracked on a desktop.</li> <li>Keywords tracked on a smartphone.</li> </ul><p>Similar to your location segments, it’s best to use the standard tag here. </p><h2>Go crazy with multiple filters</h2><p>We’ve shown you some really high-level segments, but you can actually filter down your keywords even further. In other words, you can get extra fancy and add multiple filters to a single tag. Go as far as high search volume, branded keywords triggering paragraph featured snippets that you own for smartphone searchers in the downtown core. Phew! </p><p>Want to make talk shop about segmentation or see dynamic tags in action? Say hello (don’t be shy) and <a href="https://getstat.com/demo/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">request a demo</a>.<span></span><span></span> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/12577573\">TheMozTeam</a></p><p>This blog post was originally published on the <a href="https://getstat.com/" target="_blank">STAT</a> blog. </p><hr><p>The first step to getting the most out of your SERP data is smart keyword segmentation — it surfaces targeted insights that will help you make data-driven decisions. </p><p>But knowing what to segment can feel daunting, especially when you’re working with thousands of keywords. That’s why we’re arming you with a handful of must-have tags. </p><p>Follow along as we walk through the different kinds of segments in STAT, how to create them, and which tags you’ll want to get started with. You’ll be a fanciful segment connoisseur by the time we’re through! </p><h2>Segmentation in STAT</h2><p>In STAT, keyword segments are called “tags” and come as two different types: standard or dynamic. </p><p>Standard tags are best used when you want to keep specific keywords grouped together because of shared characteristics — like term (brand, product type, etc), location, or device. Standard tags are static, so the keywords that populate those segments won’t change unless you manually add or remove them. </p><p>Dynamic tags, on the other hand, are a fancier kind of tag based on filter criteria. Just like a smart playlist, dynamic tags automatically populate with all of the keywords that meet said criteria, such as keywords with a search volume over 500 that rank on page one. This means that the keywords in a dynamic tag aren’t forever — they’ll filter in and out depending on the criteria you’ve set. </p><h2>How to create a keyword segment</h2><p>Tags are created in a few easy steps. At the <strong>Site</strong> level, pop over to the <strong>Keywords</strong> tab, click the down arrow on any table column header, and then select <strong>Filter keywords</strong>. From there, you can select the pre-populated options or enter your own metrics for a choose-your-own-filter adventure. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-5-338860.jpg"> </p><p>Once your filters are in place, simply click <strong>Tag All Filtered Keywords</strong>, enter a new tag name, and then pick the tag type best suited to your needs — standard or dynamic — and voila! You’ve created your very own segment. </p><h2>Segments to get you started</h2><p>Now that you know how to set up a tag, it’s time to explore some of the different segments you can implement and the filter criteria you’ll need to apply. </p><h3>Rank and rank movement</h3><p>Tracking your rank and ranking movements with dynamic tags will give you eyeballs on your keyword performance, making it easy to monitor and report on current and historical trends. </p><p>There’s a boatload of rank segments you can set up, but here’s just a sampling to get you started: </p><ul> <li>Keywords ranking in position 1–3; this will identify your top performing keywords.</li> <li>Keywords ranking in position 11–15; this will suss out the low-hanging, top of page two fruit in need of a little nudge.</li> <li>Keywords with a rank change of 10 or more (in either direction); this will show you keywords that are slipping off or shooting up the SERP.</li> </ul><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-ranking-positions-180810.jpg"> </p><h3>Appearance and ownership of SERP features</h3><p>Whether they’re images, carousels, or news results, SERP features have significantly altered the search landscape. Sometimes they push you down the page and other times, like when you manage to snag one, they can give you a serious leg up on the competition and drive loads more traffic to your site. </p><p>Whatever industry-related SERP features that you want to keep apprised of, you can create dynamic tags that show you the prevalence and movement of them within your keyword set. Segment even further for tags that show which keywords own those features and which have fallen short. </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-6-295387.jpg"> </p><a class="twitter" href="https://twitter.com/intent/tweet?text=Segment%20your%20keywords%20to%20see%20what%20you%E2%80%99ve%20won%20%E2%80%94%20for%20example,%20your%20owned%20paragraph%20snippets%20%E2%80%94%20and%20what%E2%80%99s%20still%20up%20for%20grabs.&url=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16968&title=SERP%20feature%20insights&summary=Segment+your+keywords+to+see+what+you%26%238217%3Bve+won+%E2%80%94+for+example%2C+your+owned+paragraph+snippets+%E2%80%94+and+what%26%238217%3Bs+still+up+for+grabs." target="_blank"></a><p>Below are a few segments you can set up for featured snippets and local packs. </p><h4>Featured snippets</h4><p>Everyone’s favourite SERP feature isn’t going anywhere anytime soon, so it wouldn’t be a bad idea to outfit yourself with a snippet tracking strategy. You can create as many tags as there are snippet options to choose from: </p><ul> <li>Keywords with a featured snippet.</li> <li>Keywords with a paragraph, list, table, and/or carousel snippet.</li> <li>Keywords with an owned paragraph, list, table, and/or carousel snippet.</li> <li>Keywords with an unowned paragraph, list, table, and/or carousel snippet.</li> </ul><p>The first two will allow you to see over-arching snippet trends, while the last two will chart your ownership progress. </p><p>If you want to know the URL that’s won you a snippet, just take a peek at the <strong>URL</strong> column. </p><p class="full-width"><span></span> </p><p><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-kws-84264.jpg"></p><h4>Local packs</h4><p class="full-width">If you’re a brick and mortar business, we highly advise creating tags for local packs since <a href="https://getstat.com/blog/whitepaper-how-distance-intent-shape-a-local-pack/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">they provide a huge opportunity for exposure</a>. These two tags will show you which local packs you have a presence in and which you need to work on </p><ul> <li>Keywords with an owned local pack.</li> <li>Keywords with an unowned local pack.</li> </ul><p>Want all the juicy data squeezed into a local pack, like who’s showing up and with what URL? We created the <strong>Local pack</strong> report just for that. </p><h2>Landing pages, subdomains, and other important URLs</h2><p>Whether you’re adding new content or implementing link-building strategies around subdomains and landing pages, dynamic tags allow you to track and measure page performance, see whether your searchers are ending up on the pages you want, and match increases in page traffic with specific keywords. </p><p>For example, are your informational intent keywords driving traffic to your product pages instead of your blog? To check, a tag that includes your blog URL will pull in each post that ranks for one of your keywords. </p><p>Try these three dynamic tags for starters: </p><ul> <li>Keywords ranking for a landing page URL.</li> <li>Keywords ranking for a subdomain URL.</li> <li>Keywords ranking for a blog URL.</li> </ul><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-6-304532.jpg"> </p><a class="twitter" href="https://twitter.com/intent/tweet?text=Here%20we%E2%80%99re%20filtering%20for%20every%20keyword%20that%20ranks%20for%20a%20URL%20containing%20the%20word%20%E2%80%9Canimals%E2%80%9D%20in%20it.&url=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16969&title=Create%20tags%20around%20ranking%20URLs&summary=Here+we%26%238217%3Bre+filtering+for+every+keyword+that+ranks+for+a+URL+containing+the+word+%26%238220%3Banimals%26%238221%3B+in+it." target="_blank"></a><p>Is a page not indexed yet? That’s okay. You can still create a dynamic tag for its URL and keywords will start appearing in that segment when Google finally gets to it. </p><h2>Location, location, location</h2><p>Google cares a lot about location and so should you, which is why keyword segments centred around location are essential. You can tag in two ways: by geo-modifier and by geo-location. </p><p>For these, it’s better to go with the standard tag as the search term and location are fixed to the keyword. </p><h4></h4><h4>Geo-modifier</h4><p>A geo-modifier is the geographical qualifier that searchers manually include in their query — like in <em>[sushi near me]</em>. We advocate for adding various geo-modifiers to your keywords and then incorporating them into your tagging strategy. For instance, you can segment by: </p><ul> <li>Keywords with “in [city]” in them.</li> <li>Keywords with “near me” in them.</li> </ul><p>The former will show you how you fare for city-wide searches, while the latter will let you see if you’re meeting the needs of searchers looking for nearby options. </p><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-7-93404.jpg"> </p><a class="twitter" href="https://twitter.com/intent/tweet?text=Searchers%20still%20geo-modify,%20so%20it%E2%80%99s%20a%20good%20idea%20to%20know%20how%20you%E2%80%99re%20appearing%20on%20those%20SERPs.&url=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16972&title=Keywords%20with%20geo-modifiers&summary=Searchers+still+geo-modify%2C+so+it%26%238217%3Bs+a+good+idea+to+know+how+you%26%238217%3Bre+appearing+on+those+SERPs." target="_blank"></a><h4></h4><h4>Geo-location</h4><p>Geo-location is where the keyword is being tracked. More tracked locations mean more searchers’ SERPs to sample. And the closer you can get to searchers standing on a street corner, the more accurate those SERPs will be. This is why <a href="https://getstat.com/blog/implement-a-national-tracking-strategy/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">we strongly recommend</a> you track in multiple pin-point locations in every market you serve. </p><p>Once you’ve got your tracking strategy in place, get your segmentation on. You can filter and tag by: </p><ul> <li>Keywords tracked in specific locations; this will let you keep tabs on geographical trends.</li> <li>Keywords tracked in each market; this will allow for market-level research.</li> </ul><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-filter-kws-2-205214.jpg"> </p><h3><span class="level2">Search volume & cost-per-click</span></h3><p>Search volume might be a contentious metric thanks to Google’s close variants, but having a decent idea of what it’s up to is better than a complete shot in the dark. We suggest at least two dynamic segments around search volume: </p><ul> <li>Keywords with high search volume; this will show which queries are popular in your industry and have the potential to drive the most traffic.</li> <li>Keywords with low search volume; this can actually help reveal conversion opportunities — remember, long-tail keywords typically have lower search volumes but higher conversion rates.</li> </ul><p class="full-width"><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-cost-per-click-55556.jpg"> </p><p>Tracking the cost-per-click of your keywords will also bring you and your PPC team tonnes of valuable insights — you’ll know if you’re holding the top organic spot for an outrageously high CPC keyword. </p><p>As with search volume, tags for high and low CPC should do you just fine. High CPC keywords will show you where the competition is the fiercest, while low CPC keywords will surface your easiest point of entry into the paid game — queries you can optimize for with less of a fight. </p><h2>Device type</h2><p>From screen size to indexing, desktop and smartphones produce substantially different SERPs from one another, making it essential to track them separately. So, filter and tag for:<br></p><ul> <li>Keywords tracked on a desktop.</li> <li>Keywords tracked on a smartphone.</li> </ul><p>Similar to your location segments, it’s best to use the standard tag here. </p><h2>Go crazy with multiple filters</h2><p>We’ve shown you some really high-level segments, but you can actually filter down your keywords even further. In other words, you can get extra fancy and add multiple filters to a single tag. Go as far as high search volume, branded keywords triggering paragraph featured snippets that you own for smartphone searchers in the downtown core. Phew! </p><p>Want to make talk shop about segmentation or see dynamic tags in action? Say hello (don’t be shy) and <a href="https://getstat.com/demo/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">request a demo</a>.<span></span><span></span> </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/11088343.gif" height="1" width="1"/> Make Sense of Your Data with These Essential Keyword Segments http://tracking.feedpress.it/link/9375/11088343 Moz Blog urn:uuid:eb1330e7-b834-e6eb-09f7-71ed104a3715 Wed, 20 Feb 2019 14:05:41 +0000 <p>Posted by <a href=\"https://moz.com/community/users/12577573\">TheMozTeam</a></p><p>This blog post was originally published on the <a href="https://getstat.com/" target="_blank">STAT</a> blog. </p> <hr> <p>The first step to getting the most out of your SERP data is smart keyword segmentation — it surfaces targeted insights that will help you make data-driven decisions. </p> <p>But knowing what to segment can feel daunting, especially when you’re working with thousands of keywords. That’s why we’re arming you with a handful of must-have tags. </p> <p>Follow along as we walk through the different kinds of segments in STAT, how to create them, and which tags you’ll want to get started with. You’ll be a fanciful segment connoisseur by the time we’re through! </p> <h2>Segmentation in STAT</h2> <p>In STAT, keyword segments are called “tags” and come as two different types: standard or dynamic. </p> <p>Standard tags are best used when you want to keep specific keywords grouped together because of shared characteristics — like term (brand, product type, etc), location, or device. Standard tags are static, so the keywords that populate those segments won’t change unless you manually add or remove them. </p> <p>Dynamic tags, on the other hand, are a fancier kind of tag based on filter criteria. Just like a smart playlist, dynamic tags automatically populate with all of the keywords that meet said criteria, such as keywords with a search volume over 500 that rank on page one. This means that the keywords in a dynamic tag aren’t forever — they’ll filter in and out depending on the criteria you’ve set. </p> <h2>How to create a keyword segment</h2> <p>Tags are created in a few easy steps. At the <strong>Site</strong> level, pop over to the <strong>Keywords</strong> tab, click the down arrow on any table column header, and then select <strong>Filter keywords</strong>. From there, you can select the pre-populated options or enter your own metrics for a choose-your-own-filter adventure. </p> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-5-338860.jpg" data-image="2fbad10f1jzt"></figure> <p></p> <p>Once your filters are in place, simply click <strong>Tag All Filtered Keywords</strong>, enter a new tag name, and then pick the tag type best suited to your needs — standard or dynamic — and voila! You’ve created your very own segment. </p> <h2>Segments to get you started</h2> <p>Now that you know how to set up a tag, it’s time to explore some of the different segments you can implement and the filter criteria you’ll need to apply. </p> <h3>Rank and rank movement</h3> <p>Tracking your rank and ranking movements with dynamic tags will give you eyeballs on your keyword performance, making it easy to monitor and report on current and historical trends. </p> <p>There’s a boatload of rank segments you can set up, but here’s just a sampling to get you started: </p> <ul> <li>Keywords ranking in position 1–3; this will identify your top performing keywords.</li> <li>Keywords ranking in position 11–15; this will suss out the low-hanging, top of page two fruit in need of a little nudge.</li> <li>Keywords with a rank change of 10 or more (in either direction); this will show you keywords that are slipping off or shooting up the SERP.</li> </ul> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-ranking-positions-180810.jpg" data-image="08daoapgukgq"></figure> <p></p> <h3>Appearance and ownership of SERP features</h3> <p>Whether they’re images, carousels, or news results, SERP features have significantly altered the search landscape. Sometimes they push you down the page and other times, like when you manage to snag one, they can give you a serious leg up on the competition and drive loads more traffic to your site. </p> <p>Whatever industry-related SERP features that you want to keep apprised of, you can create dynamic tags that show you the prevalence and movement of them within your keyword set. Segment even further for tags that show which keywords own those features and which have fallen short. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-6-295387.jpg" data-image="63lxao11m29g"></figure> <p></p> <p><a class="twitter" href="https://twitter.com/intent/tweet?text=Segment%20your%20keywords%20to%20see%20what%20you%E2%80%99ve%20won%20%E2%80%94%20for%20example,%20your%20owned%20paragraph%20snippets%20%E2%80%94%20and%20what%E2%80%99s%20still%20up%20for%20grabs.&url=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16968&title=SERP%20feature%20insights&summary=Segment+your+keywords+to+see+what+you%26%238217%3Bve+won+%E2%80%94+for+example%2C+your+owned+paragraph+snippets+%E2%80%94+and+what%26%238217%3Bs+still+up+for+grabs." target="_blank"></a></p> <p>Below are a few segments you can set up for featured snippets and local packs. </p> <h4>Featured snippets</h4> <p>Everyone’s favourite SERP feature isn’t going anywhere anytime soon, so it wouldn’t be a bad idea to outfit yourself with a snippet tracking strategy. You can create as many tags as there are snippet options to choose from: </p> <ul> <li>Keywords with a featured snippet.</li> <li>Keywords with a paragraph, list, table, and/or carousel snippet.</li> <li>Keywords with an owned paragraph, list, table, and/or carousel snippet.</li> <li>Keywords with an unowned paragraph, list, table, and/or carousel snippet.</li> </ul> <p>The first two will allow you to see over-arching snippet trends, while the last two will chart your ownership progress. </p> <p>If you want to know the URL that’s won you a snippet, just take a peek at the <strong>URL</strong> column. </p> <p class="full-width"> </p> <p></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-kws-84264.jpg" data-image="nd248cqw99rr"></figure> <h4>Local packs</h4> <p class="full-width">If you’re a brick and mortar business, we highly advise creating tags for local packs since <a href="https://getstat.com/blog/whitepaper-how-distance-intent-shape-a-local-pack/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">they provide a huge opportunity for exposure</a>. These two tags will show you which local packs you have a presence in and which you need to work on </p> <ul> <li>Keywords with an owned local pack.</li> <li>Keywords with an unowned local pack.</li> </ul> <p>Want all the juicy data squeezed into a local pack, like who’s showing up and with what URL? We created the <strong>Local pack</strong> report just for that. </p> <h2>Landing pages, subdomains, and other important URLs</h2> <p>Whether you’re adding new content or implementing link-building strategies around subdomains and landing pages, dynamic tags allow you to track and measure page performance, see whether your searchers are ending up on the pages you want, and match increases in page traffic with specific keywords. </p> <p>For example, are your informational intent keywords driving traffic to your product pages instead of your blog? To check, a tag that includes your blog URL will pull in each post that ranks for one of your keywords. </p> <p>Try these three dynamic tags for starters: </p> <ul> <li>Keywords ranking for a landing page URL.</li> <li>Keywords ranking for a subdomain URL.</li> <li>Keywords ranking for a blog URL.</li> </ul> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-6-304532.jpg" data-image="hikahlryujhf"></figure> <p></p> <p><a class="twitter" href="https://twitter.com/intent/tweet?text=Here%20we%E2%80%99re%20filtering%20for%20every%20keyword%20that%20ranks%20for%20a%20URL%20containing%20the%20word%20%E2%80%9Canimals%E2%80%9D%20in%20it.&url=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16969&title=Create%20tags%20around%20ranking%20URLs&summary=Here+we%26%238217%3Bre+filtering+for+every+keyword+that+ranks+for+a+URL+containing+the+word+%26%238220%3Banimals%26%238221%3B+in+it." target="_blank"></a></p> <p>Is a page not indexed yet? That’s okay. You can still create a dynamic tag for its URL and keywords will start appearing in that segment when Google finally gets to it. </p> <h2>Location, location, location</h2> <p>Google cares a lot about location and so should you, which is why keyword segments centred around location are essential. You can tag in two ways: by geo-modifier and by geo-location. </p> <p>For these, it’s better to go with the standard tag as the search term and location are fixed to the keyword. </p> <h4></h4> <h4>Geo-modifier</h4> <p>A geo-modifier is the geographical qualifier that searchers manually include in their query — like in <em>[sushi near me]</em>. We advocate for adding various geo-modifiers to your keywords and then incorporating them into your tagging strategy. For instance, you can segment by: </p> <ul> <li>Keywords with “in [city]” in them.</li> <li>Keywords with “near me” in them.</li> </ul> <p>The former will show you how you fare for city-wide searches, while the latter will let you see if you’re meeting the needs of searchers looking for nearby options. </p> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-7-93404.jpg" data-image="xodq6knoi71k"></figure> <p></p> <p><a class="twitter" href="https://twitter.com/intent/tweet?text=Searchers%20still%20geo-modify,%20so%20it%E2%80%99s%20a%20good%20idea%20to%20know%20how%20you%E2%80%99re%20appearing%20on%20those%20SERPs.&url=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16972&title=Keywords%20with%20geo-modifiers&summary=Searchers+still+geo-modify%2C+so+it%26%238217%3Bs+a+good+idea+to+know+how+you%26%238217%3Bre+appearing+on+those+SERPs." target="_blank"></a></p> <h4></h4> <h4>Geo-location</h4> <p>Geo-location is where the keyword is being tracked. More tracked locations mean more searchers’ SERPs to sample. And the closer you can get to searchers standing on a street corner, the more accurate those SERPs will be. This is why <a href="https://getstat.com/blog/implement-a-national-tracking-strategy/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">we strongly recommend</a> you track in multiple pin-point locations in every market you serve. </p> <p>Once you’ve got your tracking strategy in place, get your segmentation on. You can filter and tag by: </p> <ul> <li>Keywords tracked in specific locations; this will let you keep tabs on geographical trends.</li> <li>Keywords tracked in each market; this will allow for market-level research.</li> </ul> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-filter-kws-2-205214.jpg" data-image="8d2y1iiniphd"></figure> <p></p> <h3><span class="level2">Search volume & cost-per-click</span></h3> <p>Search volume might be a contentious metric thanks to Google’s close variants, but having a decent idea of what it’s up to is better than a complete shot in the dark. We suggest at least two dynamic segments around search volume: </p> <ul> <li>Keywords with high search volume; this will show which queries are popular in your industry and have the potential to drive the most traffic.</li> <li>Keywords with low search volume; this can actually help reveal conversion opportunities — remember, long-tail keywords typically have lower search volumes but higher conversion rates.</li> </ul> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-cost-per-click-55556.jpg" data-image="rkgsbkal1fne"></figure> <p></p> <p>Tracking the cost-per-click of your keywords will also bring you and your PPC team tonnes of valuable insights — you’ll know if you’re holding the top organic spot for an outrageously high CPC keyword. </p> <p>As with search volume, tags for high and low CPC should do you just fine. High CPC keywords will show you where the competition is the fiercest, while low CPC keywords will surface your easiest point of entry into the paid game — queries you can optimize for with less of a fight. </p> <h2>Device type</h2> <p>From screen size to indexing, desktop and smartphones produce substantially different SERPs from one another, making it essential to track them separately. So, filter and tag for:<br></p> <ul> <li>Keywords tracked on a desktop.</li> <li>Keywords tracked on a smartphone.</li> </ul> <p>Similar to your location segments, it’s best to use the standard tag here. </p> <h2>Go crazy with multiple filters</h2> <p>We’ve shown you some really high-level segments, but you can actually filter down your keywords even further. In other words, you can get extra fancy and add multiple filters to a single tag. Go as far as high search volume, branded keywords triggering paragraph featured snippets that you own for smartphone searchers in the downtown core. Phew! </p> <p>Want to make talk shop about segmentation or see dynamic tags in action? Say hello (don’t be shy) and <a href="https://getstat.com/demo/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">request a demo</a>. </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p> <p>Posted by <a href=\"https://moz.com/community/users/12577573\">TheMozTeam</a></p><p>This blog post was originally published on the <a href="https://getstat.com/" target="_blank">STAT</a> blog. </p> <hr> <p>The first step to getting the most out of your SERP data is smart keyword segmentation — it surfaces targeted insights that will help you make data-driven decisions. </p> <p>But knowing what to segment can feel daunting, especially when you’re working with thousands of keywords. That’s why we’re arming you with a handful of must-have tags. </p> <p>Follow along as we walk through the different kinds of segments in STAT, how to create them, and which tags you’ll want to get started with. You’ll be a fanciful segment connoisseur by the time we’re through! </p> <h2>Segmentation in STAT</h2> <p>In STAT, keyword segments are called “tags” and come as two different types: standard or dynamic. </p> <p>Standard tags are best used when you want to keep specific keywords grouped together because of shared characteristics — like term (brand, product type, etc), location, or device. Standard tags are static, so the keywords that populate those segments won’t change unless you manually add or remove them. </p> <p>Dynamic tags, on the other hand, are a fancier kind of tag based on filter criteria. Just like a smart playlist, dynamic tags automatically populate with all of the keywords that meet said criteria, such as keywords with a search volume over 500 that rank on page one. This means that the keywords in a dynamic tag aren’t forever — they’ll filter in and out depending on the criteria you’ve set. </p> <h2>How to create a keyword segment</h2> <p>Tags are created in a few easy steps. At the <strong>Site</strong> level, pop over to the <strong>Keywords</strong> tab, click the down arrow on any table column header, and then select <strong>Filter keywords</strong>. From there, you can select the pre-populated options or enter your own metrics for a choose-your-own-filter adventure. </p> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-5-338860.jpg" data-image="2fbad10f1jzt"></figure> <p></p> <p>Once your filters are in place, simply click <strong>Tag All Filtered Keywords</strong>, enter a new tag name, and then pick the tag type best suited to your needs — standard or dynamic — and voila! You’ve created your very own segment. </p> <h2>Segments to get you started</h2> <p>Now that you know how to set up a tag, it’s time to explore some of the different segments you can implement and the filter criteria you’ll need to apply. </p> <h3>Rank and rank movement</h3> <p>Tracking your rank and ranking movements with dynamic tags will give you eyeballs on your keyword performance, making it easy to monitor and report on current and historical trends. </p> <p>There’s a boatload of rank segments you can set up, but here’s just a sampling to get you started: </p> <ul> <li>Keywords ranking in position 1–3; this will identify your top performing keywords.</li> <li>Keywords ranking in position 11–15; this will suss out the low-hanging, top of page two fruit in need of a little nudge.</li> <li>Keywords with a rank change of 10 or more (in either direction); this will show you keywords that are slipping off or shooting up the SERP.</li> </ul> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-ranking-positions-180810.jpg" data-image="08daoapgukgq"></figure> <p></p> <h3>Appearance and ownership of SERP features</h3> <p>Whether they’re images, carousels, or news results, SERP features have significantly altered the search landscape. Sometimes they push you down the page and other times, like when you manage to snag one, they can give you a serious leg up on the competition and drive loads more traffic to your site. </p> <p>Whatever industry-related SERP features that you want to keep apprised of, you can create dynamic tags that show you the prevalence and movement of them within your keyword set. Segment even further for tags that show which keywords own those features and which have fallen short. </p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-6-295387.jpg" data-image="63lxao11m29g"></figure> <p></p> <p><a class="twitter" href="https://twitter.com/intent/tweet?text=Segment%20your%20keywords%20to%20see%20what%20you%E2%80%99ve%20won%20%E2%80%94%20for%20example,%20your%20owned%20paragraph%20snippets%20%E2%80%94%20and%20what%E2%80%99s%20still%20up%20for%20grabs.&url=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16968" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16968&title=SERP%20feature%20insights&summary=Segment+your+keywords+to+see+what+you%26%238217%3Bve+won+%E2%80%94+for+example%2C+your+owned+paragraph+snippets+%E2%80%94+and+what%26%238217%3Bs+still+up+for+grabs." target="_blank"></a></p> <p>Below are a few segments you can set up for featured snippets and local packs. </p> <h4>Featured snippets</h4> <p>Everyone’s favourite SERP feature isn’t going anywhere anytime soon, so it wouldn’t be a bad idea to outfit yourself with a snippet tracking strategy. You can create as many tags as there are snippet options to choose from: </p> <ul> <li>Keywords with a featured snippet.</li> <li>Keywords with a paragraph, list, table, and/or carousel snippet.</li> <li>Keywords with an owned paragraph, list, table, and/or carousel snippet.</li> <li>Keywords with an unowned paragraph, list, table, and/or carousel snippet.</li> </ul> <p>The first two will allow you to see over-arching snippet trends, while the last two will chart your ownership progress. </p> <p>If you want to know the URL that’s won you a snippet, just take a peek at the <strong>URL</strong> column. </p> <p class="full-width"> </p> <p></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-kws-84264.jpg" data-image="nd248cqw99rr"></figure> <h4>Local packs</h4> <p class="full-width">If you’re a brick and mortar business, we highly advise creating tags for local packs since <a href="https://getstat.com/blog/whitepaper-how-distance-intent-shape-a-local-pack/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">they provide a huge opportunity for exposure</a>. These two tags will show you which local packs you have a presence in and which you need to work on </p> <ul> <li>Keywords with an owned local pack.</li> <li>Keywords with an unowned local pack.</li> </ul> <p>Want all the juicy data squeezed into a local pack, like who’s showing up and with what URL? We created the <strong>Local pack</strong> report just for that. </p> <h2>Landing pages, subdomains, and other important URLs</h2> <p>Whether you’re adding new content or implementing link-building strategies around subdomains and landing pages, dynamic tags allow you to track and measure page performance, see whether your searchers are ending up on the pages you want, and match increases in page traffic with specific keywords. </p> <p>For example, are your informational intent keywords driving traffic to your product pages instead of your blog? To check, a tag that includes your blog URL will pull in each post that ranks for one of your keywords. </p> <p>Try these three dynamic tags for starters: </p> <ul> <li>Keywords ranking for a landing page URL.</li> <li>Keywords ranking for a subdomain URL.</li> <li>Keywords ranking for a blog URL.</li> </ul> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-6-304532.jpg" data-image="hikahlryujhf"></figure> <p></p> <p><a class="twitter" href="https://twitter.com/intent/tweet?text=Here%20we%E2%80%99re%20filtering%20for%20every%20keyword%20that%20ranks%20for%20a%20URL%20containing%20the%20word%20%E2%80%9Canimals%E2%80%9D%20in%20it.&url=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16969" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16969&title=Create%20tags%20around%20ranking%20URLs&summary=Here+we%26%238217%3Bre+filtering+for+every+keyword+that+ranks+for+a+URL+containing+the+word+%26%238220%3Banimals%26%238221%3B+in+it." target="_blank"></a></p> <p>Is a page not indexed yet? That’s okay. You can still create a dynamic tag for its URL and keywords will start appearing in that segment when Google finally gets to it. </p> <h2>Location, location, location</h2> <p>Google cares a lot about location and so should you, which is why keyword segments centred around location are essential. You can tag in two ways: by geo-modifier and by geo-location. </p> <p>For these, it’s better to go with the standard tag as the search term and location are fixed to the keyword. </p> <h4></h4> <h4>Geo-modifier</h4> <p>A geo-modifier is the geographical qualifier that searchers manually include in their query — like in <em>[sushi near me]</em>. We advocate for adding various geo-modifiers to your keywords and then incorporating them into your tagging strategy. For instance, you can segment by: </p> <ul> <li>Keywords with “in [city]” in them.</li> <li>Keywords with “near me” in them.</li> </ul> <p>The former will show you how you fare for city-wide searches, while the latter will let you see if you’re meeting the needs of searchers looking for nearby options. </p> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/screen-shot-2018-11-28-at-7-93404.jpg" data-image="xodq6knoi71k"></figure> <p></p> <p><a class="twitter" href="https://twitter.com/intent/tweet?text=Searchers%20still%20geo-modify,%20so%20it%E2%80%99s%20a%20good%20idea%20to%20know%20how%20you%E2%80%99re%20appearing%20on%20those%20SERPs.&url=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="gplus external" href="https://plus.google.com/share?url=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="facebook external" href="https://www.facebook.com/sharer/sharer.php?u=https://getstat.com/blog/essential-keyword-segments/?i=16972" target="_blank"></a><a class="linkedin" href="http://www.linkedin.com/shareArticle?mini=true&url=https://getstat.com/blog/essential-keyword-segments/?i=16972&title=Keywords%20with%20geo-modifiers&summary=Searchers+still+geo-modify%2C+so+it%26%238217%3Bs+a+good+idea+to+know+how+you%26%238217%3Bre+appearing+on+those+SERPs." target="_blank"></a></p> <h4></h4> <h4>Geo-location</h4> <p>Geo-location is where the keyword is being tracked. More tracked locations mean more searchers’ SERPs to sample. And the closer you can get to searchers standing on a street corner, the more accurate those SERPs will be. This is why <a href="https://getstat.com/blog/implement-a-national-tracking-strategy/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">we strongly recommend</a> you track in multiple pin-point locations in every market you serve. </p> <p>Once you’ve got your tracking strategy in place, get your segmentation on. You can filter and tag by: </p> <ul> <li>Keywords tracked in specific locations; this will let you keep tabs on geographical trends.</li> <li>Keywords tracked in each market; this will allow for market-level research.</li> </ul> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-filter-kws-2-205214.jpg" data-image="8d2y1iiniphd"></figure> <p></p> <h3><span class="level2">Search volume & cost-per-click</span></h3> <p>Search volume might be a contentious metric thanks to Google’s close variants, but having a decent idea of what it’s up to is better than a complete shot in the dark. We suggest at least two dynamic segments around search volume: </p> <ul> <li>Keywords with high search volume; this will show which queries are popular in your industry and have the potential to drive the most traffic.</li> <li>Keywords with low search volume; this can actually help reveal conversion opportunities — remember, long-tail keywords typically have lower search volumes but higher conversion rates.</li> </ul> <p class="full-width"></p> <figure><img src="http://d1avok0lzls2w.cloudfront.net/uploads/blog/stat-kw-segmentation-cost-per-click-55556.jpg" data-image="rkgsbkal1fne"></figure> <p></p> <p>Tracking the cost-per-click of your keywords will also bring you and your PPC team tonnes of valuable insights — you’ll know if you’re holding the top organic spot for an outrageously high CPC keyword. </p> <p>As with search volume, tags for high and low CPC should do you just fine. High CPC keywords will show you where the competition is the fiercest, while low CPC keywords will surface your easiest point of entry into the paid game — queries you can optimize for with less of a fight. </p> <h2>Device type</h2> <p>From screen size to indexing, desktop and smartphones produce substantially different SERPs from one another, making it essential to track them separately. So, filter and tag for:<br></p> <ul> <li>Keywords tracked on a desktop.</li> <li>Keywords tracked on a smartphone.</li> </ul> <p>Similar to your location segments, it’s best to use the standard tag here. </p> <h2>Go crazy with multiple filters</h2> <p>We’ve shown you some really high-level segments, but you can actually filter down your keywords even further. In other words, you can get extra fancy and add multiple filters to a single tag. Go as far as high search volume, branded keywords triggering paragraph featured snippets that you own for smartphone searchers in the downtown core. Phew! </p> <p>Want to make talk shop about segmentation or see dynamic tags in action? Say hello (don’t be shy) and <a href="https://getstat.com/demo/" onclick="_gaq.push(['_trackEvent', 'blog', 'POST TITLE', 'TOOL']);" target="_blank">request a demo</a>. </p><br /><p><a href="https://moz.com/moztop10">Sign up for The Moz Top 10</a>, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!</p><img src="http://feedpress.me/9375/11088343.gif" height="1" width="1"/> Local SEO for Hotels: Keys to Drive Rankings, Traffic & Bookings by @TaylorDanRW http://tracking.feedpress.it/link/13962/11086950 Search Engine Journal urn:uuid:c0b7a50d-7e6a-d6d8-cb26-00023aadcb98 Wed, 20 Feb 2019 13:45:33 +0000 <p>Knowing these local SEO tactics and strategies is crucial for hotels to drive rankings, traffic, and bookings.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/local-seo-for-hotels/292353/">Local SEO for Hotels: Keys to Drive Rankings, Traffic &#038; Bookings by @TaylorDanRW</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11086950.gif" height="1" width="1"/> Marketers, campaign success depends on actually identifying your goals https://marketingland.com/marketers-campaign-success-depends-on-actually-identifying-your-goals-257252 Marketing Land urn:uuid:c90dff4a-f893-a8d3-2ebb-7afc3c1da493 Wed, 20 Feb 2019 13:00:58 +0000 <p>It is important to choose an attribution approach to measure success - and stick to it - because the most common mistake in campaigns is shifting mid-stream.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/marketers-campaign-success-depends-on-actually-identifying-your-goals-257252">Marketers, campaign success depends on actually identifying your goals</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Digital marketing is more accountable than ever, but results only matter if they map back to a specific goal. That may seem obvious, but the fact is that many marketers still aren’t sure what results they need from a campaign actually are. So how can they know if their campaigns are successful? The first step is to establish a goal, own it and stick to it, no shifting mid-stream.</p> <p>It may seem silly to “own” your goals – but it’s so, so important to know what they are and understand their significance. The other, critically important factor to identify is your attribution model. There’s been much written about the <a href="https://www.iab.com/guidelines/iab-attribution-hub/" target="_blank" rel="noopener">many available attribution models</a>, and it can be confusing, so here’s another opportunity to lean on your agency partners. Determine which attribution approach is best, supports your goals and use that to measure success.</p> <h2>Know your goal – and the relevant KPIs</h2> <p>Once you know where you want to go, it’s much easier to determine the KPIs to ensure you’re on the path to success. Is the campaign goal awareness, site traffic, engagement, online sales, lead generation or in-store traffic? In most situations, there will be more than one goal, and that means there will also be more than one KPI. Your agency partners should help you figure out if you’ve got them right and if you’re missing any. This collaborative approach also makes sure you’re on the same page, since you’ll be optimizing and monitoring these KPIs closely.</p> <p>Here are some common campaign goals and some KPIs that might be associated with them:</p> <ul> <li><b>Awareness is big for brands. </b>Awareness is nearly always a top goal and can be measured several ways including engagement with creative, reach and frequency numbers, a brand list study or, of course, click-through rate (CTR.) Since CTR does not take the cost of the placement into account, very often they work inverse to one another. That is, a high-cost impression may deliver high click-through rates but low site traffic. It’s important to understand this difference, particularly if CTR will be the main KPI.</li> <li><b>Site traffic is also a good awareness metric. </b>With respect to the bullet above, if site traffic is the main KPI, marketers should consider the ratio of low-cost targeted impressions and also monitor CTR as a secondary KPI.</li> <li><b>Engagement can mean several things. </b>Typically, engagement is measured using a Video Completion Rate (VCR) for online video, but it can also be measured by time spent with high impact creative or with post-click metrics. It is always best to determine what type of engagement should be measured and to establish a benchmark before the campaign launches.</li> <li><b>Online sales are a pretty straightforward success metric and usually gauged by ROI or ROAS. </b>However, even online sale’s KPIs have limitations: They can’t account for in-store sales or long-term influence, like when someone buys an item days or weeks after engaging with an ad.</li> <li><b>Lead generation is another popular KPI for high-consideration purchases and B2B marketing. </b>Cost per Lead (CPL) is a good KPI here. However, if businesses are concerned about the quality of the leads they’re generating, it’s smart to tie leads and sales data to determine which placements are generating the leads most likely to convert.</li> </ul> <h2>Success that matters</h2> <p>Once you’ve decided what your campaign goals are and how you’re going to measure them, the next important step is to <b>STICK TO THEM</b>. If you’re getting great engagement on your sales-focused campaign, don’t change your goal to engagement! Figure out what’s working and what isn’t and adjust so you’re maximizing sales.</p> <p>All this may seem fairly basic, but many marketers simply don’t do it. Too often, the problem is having or using data incorrectly. So, if we can take five steps back and from there move forward with a clear goal in mind then, we make sure we have the data need to determine success in the year ahead.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/marketers-campaign-success-depends-on-actually-identifying-your-goals-257252">Marketers, campaign success depends on actually identifying your goals</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google touts ROI of AMP display ads, adding they perform best on AMP web pages https://marketingland.com/google-touts-roi-of-amp-display-ads-adding-they-perform-best-on-amp-web-pages-257321 Marketing Land urn:uuid:bdf99bb8-e8db-b574-049c-ab1360388f4f Wed, 20 Feb 2019 13:00:06 +0000 <p>Volkswagen reported a 48 percent lift in CTR running an AMPHTML ad on an AMP page.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/google-touts-roi-of-amp-display-ads-adding-they-perform-best-on-amp-web-pages-257321">Google touts ROI of AMP display ads, adding they perform best on AMP web pages</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>Display ads created using the open source (Google-led) Accelerated Mobile Pages (AMP) framework <a href="https://www.blog.google/products/ads/making-display-ads-safer-faster-and-better/">perform better on AMP pages than on non-AMP web pages</a>, Google said Wednesday.</p> <p>The company also found that its AMP display ads &#8212; which it calls <a href="https://www.ampproject.org/learn/who-uses-amp/amp-ads/">AMPHTML ads</a> &#8212; perform better than non-display ads.</p> <p>As of January of 2019, 12 percent of all display ads served by Google are AMPHTML ads.</p> <img class="aligncenter size-full wp-image-257467" src="https://marketingland.com/wp-content/ml-loads/2019/02/A-growing-share-of-Google’s-display-ads-on-the-web-are-now-built-with-AMPHTML-ads-2019-02-20-13-57-17.png" alt="" width="761" height="409" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/A-growing-share-of-Google’s-display-ads-on-the-web-are-now-built-with-AMPHTML-ads-2019-02-20-13-57-17.png 761w, https://marketingland.com/wp-content/ml-loads/2019/02/A-growing-share-of-Google’s-display-ads-on-the-web-are-now-built-with-AMPHTML-ads-2019-02-20-13-57-17-600x322.png 600w" sizes="(max-width: 761px) 100vw, 761px" /> <p><strong>Higher overall ROI. </strong>AMPHTML ads provide overall performance benefits and security guarantees, which &#8220;translate to better advertiser ROI, publisher revenue and overall better user experience,&#8221; said Vamsee Jasti, product manager, AMP Project, Google.</p> <p>AMP ads are built with carefully reviewed open-source code.</p> <p>&#8220;As a result, ads written in AMP start performant and stay performant,&#8221; Jasti said. &#8220;Such a process also drastically reduces the likelihood of AMPHTML ads having code that takes advantage of chipset level vulnerabilities or drain CPU by crypto-mining from users’ devices.&#8221;</p> <p><strong>AMPHTML on AMP.</strong> Jasti said that AMPHTML ads delivered to an AMP page perform even better than the same ad running on a regular web page, while giving advertisers better clickthrough rates and viewability.</p> <p>Google AMP client Volkswagen reported a 26 percent increase in CTR for an HTML5 ad on an AMP page versus a standard HTML page; AMPHTML on that AMP page resulted in a 48 percent lift, Jasti said.</p> <p><strong>Why you should care.</strong> AMP has been heralded as a possible solution for advertisers who are increasingly concerned about issues of speed and safety. On Tuesday, Google <a href="https://searchengineland.com/advertisers-can-now-view-google-mobile-speed-scores-for-more-landing-pages-312638">suggested AMP landing pages</a> for advertisers who want to improve mobile speed scores.</p> <p>&#8220;AMP pages have seen steady growth over the past few years and advertisers now have access to well over 1 billion impressions/day worth of premium (from a user experience and ad experience standpoint) inventory,&#8221; Jasti said. &#8220;In addition, more than 35 percent of ads served to AMP pages are already AMPHTML ads.</p> <div class="article-module h-c-page"> <div class="h-c-grid"></div> </div> <p>The post <a rel="nofollow" href="https://marketingland.com/google-touts-roi-of-amp-display-ads-adding-they-perform-best-on-amp-web-pages-257321">Google touts ROI of AMP display ads, adding they perform best on AMP web pages</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> 10 Journalism Skills Every Content Marketer Needs by @ronlieback http://tracking.feedpress.it/link/13962/11086803 Search Engine Journal urn:uuid:bf399434-4af0-0d89-ef1e-6d77511b3039 Wed, 20 Feb 2019 12:45:31 +0000 <p>Many successful businesses think like media companies. You can, too. These 10 journalism skills can improve your content marketing today.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/journalism-skills-content-marketers-need/294127/">10 Journalism Skills Every Content Marketer Needs by @ronlieback</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11086803.gif" height="1" width="1"/> Oracle discovers another major fraud operation affecting Android users and mobile advertisers https://marketingland.com/oracle-discovers-another-major-fraud-operation-affecting-android-users-and-mobile-advertisers-257322 Marketing Land urn:uuid:4c90703c-c586-203f-ee38-a6a5e7608957 Wed, 20 Feb 2019 12:00:25 +0000 <p>The DrainerBot code appears to have been distributed via an infected SDK integrated into hundreds of popular Android apps and games.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/oracle-discovers-another-major-fraud-operation-affecting-android-users-and-mobile-advertisers-257322">Oracle discovers another major fraud operation affecting Android users and mobile advertisers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p>A major new mobile ad fraud operation affecting Android phones, mobile apps and advertisers on the platform was revealed Wednesday by Oracle.</p> <p>The DrainerBot code appears to have been distributed via an infected SDK, which was integrated into hundreds of popular Android apps and games.</p> <p>Android operating systems have shown vulnerability to the actions of fraudsters &#8212; in October 2018, a botnet operation <a href="https://marketingland.com/google-responds-to-large-ad-fraud-operation-that-utilized-more-than-125-android-apps-250341">was uncovered</a> that involved more than 125 Android apps and websites.</p> <p><strong>What happened.</strong> Bad actors use bot networks to defraud advertisers and consumers, employing a malicious mix of spoofing and malware. In this case, unsuspecting users downloaded infected Android apps, which then delivered invisible, fraudulent ads to their devices. The infected apps then reported back to the ad network that each video advertisement had appeared on a legitimate publisher site, but the sites were spoofed, not real.</p> <p>The infected apps consume significant bandwith  &#8212; potentially more than 10 GB per month of data, even when the device is not in use or is in sleep mode. Oracle said that the Netherlands company Tapcore was responsible for distribution of the SDK.</p> <p><b>Why you should care. </b>As programmatic advertising continues to rise in popularity, so do incidences of ad fraud, costing advertisers millions in wasted ads and providing bad experiences for users.</p> <p>&#8220;In today&#8217;s complicated advertising ecosystem, criminals are increasingly targeting mobile apps because that&#8217;s where the users &#8212; and the ad money to reach them &#8212; is going,&#8221; said Eric Roza, SVP &amp; GM, Oracle Data Cloud. &#8220;As criminals adapt their attacks, marketers need to adapt their defenses as well.&#8221;</p> <p>Even though Android users are the ones most affected by this, Roza said he doesn&#8217;t see it as a platform issue.</p> <p>&#8220;Ad fraud reaches every corner of the global advertising market, across mobile and desktop, in-app and video and display, iOS and Android, programmatic and reserved and walled gardens. This is effectively an arms race, and we are devoting an increasing number of resources to help advertisers, publishers, and consumers stay a step ahead,&#8221; Roza said.</p> <p>Oracle said that The Trustworthy Accountability Group (TAG) will be holding a special briefing for its member companies on Friday to discuss mitigation steps for the threat.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/oracle-discovers-another-major-fraud-operation-affecting-android-users-and-mobile-advertisers-257322">Oracle discovers another major fraud operation affecting Android users and mobile advertisers</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> How to Improve Your Instagram Photos https://www.socialmediaexaminer.com/how-to-improve-instagram-photos/ Social Media Examiner urn:uuid:15e4ec52-2d45-1f77-6d22-279c23bc9504 Wed, 20 Feb 2019 11:00:07 +0000 <img width="1200" height="630" src="https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/instagram-photos-how-to-improve-1200.png" class="webfeedsFeaturedVisual wp-post-image" alt="" style="display: block; margin-bottom: 5px; clear:both;max-width: 100%;" link_thumbnail="" srcset="https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/instagram-photos-how-to-improve-1200.png 1200w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/instagram-photos-how-to-improve-1200-150x79.png 150w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/instagram-photos-how-to-improve-1200-300x158.png 300w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/instagram-photos-how-to-improve-1200-768x403.png 768w, https://www.socialmediaexaminer.com/wp-content/uploads/2019/02/instagram-photos-how-to-improve-1200-1024x538.png 1024w" sizes="(max-width: 1200px) 100vw, 1200px" /><p>Are you happy with your Instagram marketing images? Looking for tips to improve your photos? In this article, you’ll discover four tips to help you create better photos so you can stand out, drive more clicks, and generate more revenue. Why Good Photography Matters on Instagram The imagery you&#8217;re posting to Instagram can help make [&#8230;]</p> <p>The post <a rel="nofollow" href="https://www.socialmediaexaminer.com/how-to-improve-instagram-photos/">How to Improve Your Instagram Photos</a> appeared first on <a rel="nofollow" href="https://www.socialmediaexaminer.com">Social Media Marketing | Social Media Examiner</a>.</p> YouTube Updates its Strike System for Community Guideline Violations by @MattGSouthern http://tracking.feedpress.it/link/13962/11085152 Search Engine Journal urn:uuid:5d0f1e78-1dc7-eabb-4bcd-91af1cc43d3e Tue, 19 Feb 2019 23:08:59 +0000 <p>YouTube is making changes to how it gives strikes to users who violate the community guidelines.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/youtube-updates-its-strike-system-for-community-guideline-violations/294439/">YouTube Updates its Strike System for Community Guideline Violations by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11085152.gif" height="1" width="1"/> Singular can now track ROI across channels, with deterministic attribution https://marketingland.com/singular-can-now-track-roi-across-channels-with-deterministic-attribution-257344 Marketing Land urn:uuid:df76edf5-d2bf-b51d-ec21-a190444116bf Tue, 19 Feb 2019 22:31:01 +0000 <p>Its new solution extends the intelligence platform’s ability to see customer journeys across platforms.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/singular-can-now-track-roi-across-channels-with-deterministic-attribution-257344">Singular can now track ROI across channels, with deterministic attribution</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <div id="attachment_257349" style="width: 810px" class="wp-caption alignnone"><a href="https://marketingland.com/wp-content/ml-loads/2019/02/Singular-journey-1920x1080.png" rel="lightbox"><img class="wp-image-257349 size-large" src="https://marketingland.com/wp-content/ml-loads/2019/02/Singular-journey-1920x1080-800x450.png" alt="From Singular" width="800" height="450" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/Singular-journey-1920x1080-800x450.png 800w, https://marketingland.com/wp-content/ml-loads/2019/02/Singular-journey-1920x1080-600x338.png 600w, https://marketingland.com/wp-content/ml-loads/2019/02/Singular-journey-1920x1080-768x432.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></a><p class="wp-caption-text">From Singular</p></div> <p>Marketing intelligence platform <a href="https://www.singular.net">Singular</a> has added a new capability to its platform that is designed to determine a complete return-on-investment (ROI) by combining cross-channel attribution with cross-channel marketing spend.</p> <p>Since its founding in 2014, the San Francisco-based company has offered attribution and ROI, but in device-specific silos, beginning with its origins in mobile.</p> <p>But the new Cross-Platform and Cross-Device ROI Analytics capability on its existing Marketing Intelligence Platform, CEO Gadi Eliashiv said in an interview, now connects attribution, spend and ROI across channels, giving a more complete view of an ad’s impact.</p> <p><strong>An example of the different approach. </strong>In the past, Singular said, a brand might run a Facebook ad on desktop at a cost-per-acquisition (CPA) of $50. Suppose a user clicked on the ad, went to the website of clothing retailer StitchFix on desktop, and made a $100 purchase on that site.</p> <p>A month later, let’s say, the same person saw a Google search ad for StitchFix on the mobile web, for a CPA of $25. When clicked, the ad leads the user to install the StitchFix app, and then the user made a $100 purchase through the app.</p> <p>Previously, Singular said, that sequence would be seen on its platform as two independent journeys, with a 2X ROI on Facebook in the first journey ($50 became $100) and a 4X return through Google in the second journey ($25 became $100).</p> <p>Now, an integrated view of a single user across desktop and mobile might rate the Facebook ad as a 4X investment, since a $50 investment on Facebook eventually led to $200 in sales from that person.</p> <p>This could be also be interpreted as a retargeting/re-engagement success, where the Facebook ad led to a purchase, an app install, and another purchase. In any case, it’s a ROI analysis that is cross-platform, tied to attribution and spend, and accounts for the impact of the Facebook ad a month earlier. Here&#8217;s a Singular screen showing some ROI results for other use cases:</p> <a href="https://marketingland.com/wp-content/ml-loads/2019/02/singular-screen.png" rel="lightbox"><img class="alignnone wp-image-257350 size-large" src="https://marketingland.com/wp-content/ml-loads/2019/02/singular-screen-800x328.png" alt="" width="800" height="328" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/singular-screen-800x328.png 800w, https://marketingland.com/wp-content/ml-loads/2019/02/singular-screen-600x246.png 600w, https://marketingland.com/wp-content/ml-loads/2019/02/singular-screen-768x315.png 768w" sizes="(max-width: 800px) 100vw, 800px" /></a> <p><strong>Over 2000 connections.</strong> Eliashiv said he expects much of marketers’ spend is misjudged as to impact, because of the difficulty of tracking attribution and spend across channels.</p> <p>Singular acquires data from in-app SDKs, as well as more than 2000 API connectors to ad networks, site trackers, customer data platforms, analytics solutions and internal business intelligence solutions. Access is granted to these sources by the client company, and the data can be broken down by campaign, creative or publisher.</p> <p>Eliashiv said about 95 percent of his company’s attribution is deterministic, meaning it is definitive across channels through the use of a connecting persistent identifier, like an email address. The remainder is probabilistic, or matched via likely connections.</p> <p><strong>Why you should care.</strong> Modern customer journeys to one or more sales are rarely a straightforward line in one channel, since they pop between devices and between online and offline, and they happen over time.</p> <p>For this reason, tracking a customer’s journey across devices and channels, and determining which ads or other marketing impacted sales decisions over time, is the trickiest but the most important challenge facing digital marketers.</p> <p>Singular claims its new capability offers a unique granularity and scale for cross-channel ROI, because of the scope of its data collection for campaign actions, sales results online and offline, and marketing spend, and because its attribution is almost entirely deterministic.</p> <p><i>This story first appeared on MarTech Today. For more on marketing technology, <a href="https://martechtoday.com?utm_src=ml&amp;utm_medium=textlink&amp;utm_campaign=mlxpost">click here.</a></i></p> <p>The post <a rel="nofollow" href="https://marketingland.com/singular-can-now-track-roi-across-channels-with-deterministic-attribution-257344">Singular can now track ROI across channels, with deterministic attribution</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> Google Ads Updates Mobile Speed Score for Landing Pages by @MattGSouthern http://tracking.feedpress.it/link/13962/11084946 Search Engine Journal urn:uuid:22c98196-9d75-9f4d-4f58-c6d9eddbaf0f Tue, 19 Feb 2019 21:41:28 +0000 <p>Google Ads has changed the way it calculates mobile speed score, which is located in the Landing Pages tab.</p><p>The post <a rel="nofollow" href="https://www.searchenginejournal.com/google-ads-updates-mobile-speed-score-for-landing-pages/294401/">Google Ads Updates Mobile Speed Score for Landing Pages by @MattGSouthern</a> appeared first on <a rel="nofollow" href="https://www.searchenginejournal.com">Search Engine Journal</a>.</p><img src="http://feedpress.me/13962/11084946.gif" height="1" width="1"/> Thursday webinar–‘Get More From Your Customer Data With Open Marketing Cloud’ https://marketingland.com/thursday-webinar-get-more-from-your-customer-data-with-open-marketing-cloud-257336 Marketing Land urn:uuid:2d5e3ff5-56e6-de9d-0e88-bbb90aa5864c Tue, 19 Feb 2019 21:18:27 +0000 <p>With so many marketing automation options available, it’s hard to know where to start – or how to disengage from your current provider. Maybe you’re unhappy with your experience using a legacy marketing automation product. Maybe your martech stack keeps getting bigger and more expensive… and your results aren’t keeping pace. In this webinar, Mautic [&#8230;]</p> <p>The post <a rel="nofollow" href="https://marketingland.com/thursday-webinar-get-more-from-your-customer-data-with-open-marketing-cloud-257336">Thursday webinar&#8211;&#8216;Get More From Your Customer Data With Open Marketing Cloud&#8217;</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p> <p><a href="https://event.on24.com/wcc/r/1927514/BD4DF2F83325A340AAD9DC8715BD7C2D?partnerref=mlsitepost2"><img src="https://marketingland.com/wp-content/ml-loads/2019/02/reminder-finger-string-ss-1920-800x450.jpg" alt="" width="800" height="450" class="alignnone size-large wp-image-257339" srcset="https://marketingland.com/wp-content/ml-loads/2019/02/reminder-finger-string-ss-1920-800x450.jpg 800w, https://marketingland.com/wp-content/ml-loads/2019/02/reminder-finger-string-ss-1920-600x338.jpg 600w, https://marketingland.com/wp-content/ml-loads/2019/02/reminder-finger-string-ss-1920-768x432.jpg 768w" sizes="(max-width: 800px) 100vw, 800px" /></a>With so many marketing automation options available, it’s hard to know where to start – or how to disengage from your current provider. Maybe you’re unhappy with your experience using a legacy marketing automation product. Maybe your martech stack keeps getting bigger and more expensive… and your results aren’t keeping pace.</p> <p>In this webinar, Mautic VP of Marketing, Katie Staveley, will provide an overview of the company’s Open Marketing Cloud, a fully-featured marketing automation platform that is different than everything you’ve tried. She’ll be joined by current Mautic customer, Michael Brown, CEO of nDash, who will share how Mautic has helped his company improve marketing results by making its customer data more actionable.</p> <p>Register today for <a href="https://event.on24.com/wcc/r/1927514/BD4DF2F83325A340AAD9DC8715BD7C2D?partnerref=mlsitepost2" rel="nofollow">&#8220;Get More From Your Customer Data With Open Marketing Cloud</a>, produced by Digital Marketing Depot and sponsored by Mautic.</p> <p>The post <a rel="nofollow" href="https://marketingland.com/thursday-webinar-get-more-from-your-customer-data-with-open-marketing-cloud-257336">Thursday webinar&#8211;&#8216;Get More From Your Customer Data With Open Marketing Cloud&#8217;</a> appeared first on <a rel="nofollow" href="https://marketingland.com">Marketing Land</a>.</p>