Please visit Search Engine Land for the full article.
Please visit Search Engine Land for the full article.
We have entered a new era of search where SEO and content marketing have converged.
AI technologies are providing a whole new world of insights so marketers can make impactful – data-informed – decisions. The AI revolution is here and now, and early adopters in SEO and content marketing are already one step ahead of the competition.
While Artificial Intelligence has slowly become a part of everyday lives, growing all around us. It was only when Google introduced RankBrain in 2015 when search marketers started to see the potential use cases for AI and machine learning. As Albert Gouyet wrote in his recent piece, ‘Artificial intelligence and machine learning: What are the opportunities for search marketers?‘:
- Artificial intelligence is the science of making machines do things requiring human intelligence. It is human intelligence in machine format where computer programs develop data-based decisions and perform tasks normally performed by humans.
- Machine learning takes artificial intelligence a step further in the sense that algorithms are programmed to learn and improve without the need for human data input and reprogramming.
Machine learning is all around us and has been part of people’s everyday lives for many years now. The most relevant examples for SEOs are based around voice-enabled technologies that are used in more than 20% of mobile queries.
When people are on their way to work, they use voice search to send messages and navigate via their in-car system. When people are at work, they use voice search on their laptops to manage diaries and schedules. At home, people may use Amazon Echo or Google Home and watch films on Netflix.
The two key AI and machine learning benefits I want to focus today on are centered around:
Insights that are accurate, actionable, and impact revenue
Automation of labour-intensive tasks and programmatic scale.
I: Data-driven insights
Marketing today is very labor-intensive, often requiring marketers to dig through too much data that may not even be giving them the bigger picture they need to make impactful business decisions. More than 80 percent of the world’s data is unstructured–for example, data from text, video, images, and user-generated social and blog content–and marketers need to break this down into structured formats that they can act on.
To do this effectively and in a manner that produces impactful business results, requires planning, process discipline, and advanced technology. By leveraging AI and machine learning systems that leverage both historical and real-time data, SEO and content marketers can map out in advance what types of content will perform best.
Marketers can use these insights in so many ways to blend the best of search marketing and content marketing practices in two key ways.
1. Targeting demand: Discovering new data patterns and industry and competitive trends
Targeting demand requires a deep understanding of your audience and AI-based insights help marketers decide which channels and types of content consumers are searching for. Data-driven insights into consumer demand set marketers up for success with a content marketing strategy built specifically for their target audience.
Intent data offers in-the-moment context on where customers want to go and what they want to know, do, or buy. Organic search data is the critical raw material that helps you discover consumer patterns, new market opportunities, and competitive threats.
2. Personalizing the customer experience: Producing content that resonates, engages and delights customers
This is one of the areas where AI and machine learning can have the biggest impact. Rich (deep) data-led insights can help incorporate content and present people with choices and promotions at the right time based on their past preferences. This is where deep learning can have a massive impact.
Deep learning is the next generation of machine learning where massive data sets are combined with pattern recognition capabilities to automatically make decisions, find patterns, and provide accurate insights that help drive SEO and content marketing strategies.
Deep learning is particularly important in search, where data sets are large and shifts are dynamic. Deep learning allows you to identify patterns and trends in real-time. SEO and content marketers can immediately turn these insights into a plan to win.
A: Machine Learning and Automation
Being armed with smart insights to uncover potential topics that are hyper-relevant to their target audience and automation allows SEO and content marketers to scale their programs and maximize working efficiency.
Speed will be a critical part of getting ahead of others within your market space, and automation will be the foundation of achieving this goal.
Automation allows marketers to:
- Act on recommendations faster
- Get content in front of their audience before the competition
- Ensure that content is optimized from the moment it goes live.
For example, Kraft used a combination of machine learning and insights to optimize their content creation process. Kraft tracked more than 22,000 different audience characteristics then used these insights to inform their content creation process. The result was a 4x increase in ROI from content, when compared to targeted ads.
Automation is helping marketers do more with less and execute more quickly. Routine SEO and content tasks can be implemented with little effort, allowing SEO and content marketers to focus on high-impact activities and accomplish their personal and professional objectives at scale.
AI, machine learning and deep learning is going to transform how SEO and content marketers operate via the utilization of data-driven insights and give marketers the competitive edge to formulate impactful content marketing strategies.
Source: Marketing in the Machine Age
Marketers will use AI to respond to complexity and rapid change that is beyond the normal human capabilities, like the search algorithm changes and evolution of the layout of the SERPs.
AI will improve marketers’ agility–having the flexibility to adapt quickly to changes in the market and change content strategy in line with competitive market trends. This includes having the ability to scale content marketing efforts effectively through entire organizations.
In addition, AI will help marketer capture and satisfy customers by optimizing customer experience and content personalization, issues that present dozens to hundreds to thousands of combinations to satisfy a range of customer personas at different points on the lifecycle.
Providing users with highly relevant, optimized, and engaging content tailored to the customers’ expectations, needs and goals will improve all marketing metrics.
Please visit Search Engine Land for the full article.
Please visit Search Engine Land for the full article.
Constantly changing consumer behaviors and the demand for more personalized, meaningful experiences have retailers facing huge challenges this year.
Competition in the SERPs is stiff, but winning the click is still no guarantee that the consumer is invested in your shopping experience.
More than half of retailers (source: Soasta.com) have a bounce rate greater than 40%, and just one second in increased page load time can have a 50% impact on your mobile bounce rate. Today’s consumer has zero patience for a poor online experience and will pull the trigger instantly if your brand can’t deliver.
The holidays provide plenty of opportunities to create more personalized content and provide smart content and intelligent experiences both in-store and online. How can you best get in position this holiday season to not only be found, but to engage and delight consumers all the way through, from search to checkout?
Below, I share some tips to help marketers in the coming weeks to get their SEO and content in shape for the holidays (and beyond).
Smart holiday shopping
The holiday shopping season provides a great opportunity for marketers to get smarter about the way they develop and promote content. As SEO and content marketing disciplines converge, the need for smart content has become mission critical. Smart content is discoverable, optimized from the point of creation, and ready to be activated across channels and devices, making it both profitable and measurable.
New research (disclosure – carried out by my company, BrightEdge) shows that ecommerce behavior changes dramatically on major shopping days Black Friday and Cyber Monday. On these days, conversion spikes. Interestingly, online conversion rates increase across desktop, tablet and mobile increase from Thanksgiving to Black Friday and into Cyber Monday. Going into the holiday season, it is good to know that:
- On Black Friday and Cyber Monday, conversion is double what it normally is
- Cyber Monday conversion is higher than Black Friday conversion by 10%
- Desktop takes 67% of overall conversions during the holiday season, with desktop traffic converting at a significantly higher rate than mobile visits.
When it comes down to making that final decision, consumers still like to see what they’re buying, and all of the information surrounding it, on a larger screen.
It is important to note though that our data suggests an earlier holiday shopping season, too, and that consumers were making their big purchase on Thanksgiving and then using discounts to buy things they would have purchased already but with big discounts. Hence the higher conversion rates for Black Friday and Cyber Monday. Read the full report (ungated) for more findings from our research.
As you get ready for the holiday shopping season, make sure that you:
- Create content that meets your customers’ needs at various points in their journey
- Develop SMART content and engage audiences with plenty of content about upcoming deals and specials, holiday wish list must-haves and similar content published on your website or blog
- Ensure that your mobile configuration is correct
- Add images, icons, buttons and specific (seasonal offerings) calls-to-action as part of the experience
- Set up your mobile analytics so it reports key metrics separately from desktop data
- Maintain rank for your high value keywords by creating helpful, consultative evergreen content
- Double-check your SEO strategy to make sure your content is optimized for organic discovery. Start with these 5 aspects of technical SEO you can’t neglect
- Ensure that optimize desktop, mobile and tablet strategies and connect them along the buyers journey – from discover and engagement through to final purchase.
Maximize your organic presence throughout the holiday season
Schema markup helps you structure your on-page data in a way that it can be better understood by search engines. As we all know, Google’s #1 goal is to provide searchers the best answers to their needs. Schema helps you show Google all of the ways in which your site content is the best answer for relevant queries.
Schema can help you win extra visibility in the SERPs, too, with expanded results and extra features like Google’s Quick Answers box. It can help you add compelling content like ratings and other rich information that convince searchers to convert to site visitors. At the very least, check these off your list in your pre-holidays marketing prep:
- Optimize key pages for Quick Answers and mark up accordingly
- Mark up events you’re hosting in-store and online for inclusion in the Google Events SERP feature
- Use structured data markup to define business attributes including your NAP (name, address, phone), business type, hours, latitude and longitude, and more
- Make sure your product pages are marked up so reviews show in the SERPs. This is critical, as 61% of customers read online reviews before making a purchase decision, and 63% of shoppers are more likely to buy if there are product reviews (iPerceptions)
- Put the most important ecommerce attributes to work for you. Add pricing and availability to your rich snippets, to help consumers make a decision quickly and avoid in-store or online store disappointment after the click
- Check for common schema errors like typos or incorrect capitalization, and use Google’s Structured Data Testing Tool to make sure you’ve implemented your markup correctly.
Supplement your SEO strategy and deliver a relevant holiday shopping experience
Your PPC and SEO budgets shouldn’t be pitted against one another during holiday season, each fighting it out for their share of the pie. Organic search drives 51 percent of all visits to B2B and B2C websites, and it is important to use PPC to support your SEO efforts; to fill in the gaps in organic coverage and further your conversion opportunities for specific time sensitive promotions.
Ad extensions can give your ads greater functionality and more visibility, while targeting options like dayparting and device targeting reduce waste and get you in front of your ideal audiences when it matters most. And remember, when it comes to site visits, desktop dominates on Cyber Monday, mobile on Black Friday, and tablets on Thanksgiving Day.
These insights can help you tailor your ads and bids to the most receptive audiences on each major shopping day this season. How else can you improve your PPC game in time for the holidays?
- Accelerate conversions and sales with targeted campaigns aligned with your content strategy or featured products
- Focus your organic search efforts on aligning with consumer intent, and use PPC to tap into queries that indicate imminent purchase behavior
- Take advantage of the second holiday shopping rush by advertising post-holiday sales over the holiday week, when many people are off work and traveling
- Use social PPC (Facebook and Twitter Ads) to get your ads in front of super granular, targeted audiences in the moments that matter most
- Make best use of each of the Bing Ads and Google AdWords features available to you, including targeting options and various ad formats that can help you stand out in the SERPs
- Deliver an optimal experience after the click by following through on the promise of ads with a seamless shopping experience.
Optimize for experience to improve conversion
Your number one priority in conversion optimization this holiday season has to be mapping your content to the customer journey, then aligning this to the days that matter most for revenue. It’s not all about Black Friday vs. Cyber Monday; Thanksgiving Day might actually be your best day for revenue generation.
Run through this checklist in the holidays lead-up to turn more of your lookers into buyers:
- Test and analyze your shopping cart and checkout experience via a mobile device
- Use your category pages to guide users, who are often undecided about the exact product they’ll purchase, towards your product pages and ultimately, a decision
- Address user uncertainty on-page by answering frequently asked questions where it actually matters: on category and product pages. Consumers won’t go digging for information on shipping, return policies, etc.
- Provide social proof by way of embedded reviews on product pages. Consumers want to see what types of experiences others are having with your brand and products before they’ll commit to purchase
- Examine conversion rates by page speed, and optimize for a more efficient shopping experience. Load only your best converting image on page load and use interaction triggers to add other items as needed.
The holiday shopping season provides great opportunities to create more personalized content and provide intelligent experiences both at the store and online.
To maximize performance, marketers need to focus on understanding and creating smart content and shopping experiences to attract, engage and convert customers at the right time and on the right device.
Please visit Search Engine Land for the full article.
The convergence of SEO and content has been a driving force in marketing for the past few years.
A recent survey conducted by my company, BrightEdge, found that 97% of marketers view these two areas as converged disciplines.
Given that 51 percent of the traffic arriving on your website is likely from organic search, I believe that the growing understanding of the integration between these two formerly separate silos is an essential transition.
Despite this rise in understanding, however, a prominent problem remains: many marketers still struggle to get their content consumed by their target audience. BrightEdge found that a full 71 percent of marketers report that less than half of their content has been used by their target audience.
This problem not only causes tremendous frustration for brands, it also results in countless wasted work hours as well as unnecessary spending. It is time for marketers to take a more intelligent, smart approach to content marketing.
Smart content is:
- Discoverable: Easily found
- Optimized: From point of creation
- Profitable: Measurable
To improve content performance, brands need to stop producing content for content’s sake and instead produce smart content: content that is better suited to what users want to read, and is prepared for the SERP so those targeted users can find and engage with the material.
Smart content improves the effectiveness and ROI of the material produced by making itself more discoverable and consumable.
The data marketers gather from search can provide invaluable information about what target audiences search for and what they want to read. Through looking at this data, marketers can identify trends as well as consistently popular topics that their target audience will want to engage with in posts and articles. Data provides key insights on consumer intent and the topics marketers need to produce content that serves this audience.
When content is optimized for SEO before it goes live on the web, it will be prepared for searchers and rank higher on the SERP from the moment of publication.
This improves its overall performance and therefore the worth provided for the brand. During the content creation process, data provides insights into the customer discovery process and what different types of content are most likely to be consumed.
Smart content in context
Smart content is about taking the financial investment that companies make in their content development and channeling it towards a more effective and data-driven strategy. It is different to the content that brands already produce, because it builds off of brands’ improved awareness of customer intent signals and how site visitors interact with the content that organizations produce.
Over the past few years, the technology and capabilities involved in marketing have increased tremendously. Even on the SERP itself, we can see an impressive improvement in the ability to understand the types of content that users likely want to see, from videos to Quick Answers to images.
The better brands can similarly interpret these intent signals, the easier it becomes to produce the content that will rank highly and drive the ROI that marketers want to see.
Smart content allows marketers to publish material that is ready for the search engines right from the moment it hits the web, and propelling more traffic, engagement, and profitability. Marketers who learn how to integrate this strategy into their content creation process will have an improved understanding of what the customer wants to read, integrating their efforts across all facets of marketing.
The content will also be optimized from the moment of its creation, and therefore, the content will perform. Brands will be able to engage their readers across devices and channels, driving revenue and building the organizations.
5 steps to smarter content
1. Understand who
Make sure you know exactly who you will target with your content. Smart content revolves around creating precisely the right content for the right audience at the right time.
To tap into the immense wealth found in the consumer and market data that will allow you to accomplish this goal, you must first know exactly whom you want to target so that you can identify and develop the topics and ideas that will interest them.
2. Know what
Know what they want to read. Once you have identified your target audience, you next need to accurately gauge what they want to read. Look at what the search data tells you about topics of interest and rising trends.
3. Bake in optimization
Develop SEO-enabled content from creation that is ready to deliver across all devices.
With SEO and content converged into a single portion of the digital marketing process, all content produced should be optimized right from production so that no content needs to be re-optimized later, empowering it to rank as highly as possible from the first time it is crawled. This will increase the effectiveness and impact of the material created.
Measure everything about your content, aligning KPIs with your business goals and see how customers interact with your material. Data and measurement remains a key capability for successful smart content creation. Know the goal you want to accomplish with your content, such as visitor rates, rankings, or conversions, and define KPIs that will allow you to measure impact.
5. Adapt and repeat
Focus on the content that drives performance, adjusting strategies to better align with your predetermined goals as the metrics are measured. Smart content means improving effectiveness and efficiency.
Content and topics that consistently do not drive value should be reduced in the content plan while the content that does perform well is rewarded with expansion. Use the metrics to better understand how your individual customers react to the content and use those insights to drive content strategies.
Following these five steps will help you produce the right amount of content that delivers the right results.
The full power of the digital marketplace was realized less than a decade ago. Suddenly, customers had seemingly limitless access to engage with brands –– to voice their criticisms and critiques, or to become super fans.
The importance of a website presence, blogging, social media posts and the other aspects of building an online brand seemed to sound the death toll for traditional communications and marketing strategies, like public relations.
However, we are nearing the second decade of the 21st century, and public relations continues to prove itself as an essential element of marketing communications. Like other aspects of marketing, it’s a discipline that has morphed and evolved to fit into the changing digital ecosystem, in which the value of appearing at the top of the search engine results page is arguably equitable with yesteryear’s goal of a front page headline.
Brands attuned to these changes and the importance of integrated, hybrid marketing will find that public relations, SEO and content marketing now heavily influence each other. Putting this trio to work in the right way can help build strong brands that drive traffic, customers and revenue.
The digital brand trifecta
A consistent theme throughout the ages, branding – the practice of crafting measured messaging around a product to guide public perception – has always been a pillar for marketing communications.
Simply put, a strong and positive brand image drives customer awareness, recognition and action. The most effective brands, while simple at the surface, conjure complex responses; consider that 90 percent of purchase decisions are made subconsciously.
Evoking the right perception of a brand can make an enormous difference in conversions and revenue – this is where public relations plays a role by subtly inserting brand messaging into external sources that consumers today are more likely to consume and engage with than pushed advertising.
The expansion of the digital world and rise of the separate disciplines SEO and content marketing as a means of reaching consumers through targeted content has resulted in the consolidation of the roles of SEO and content.
The role of public relations has emerged from this phenomenon quite naturally; while content marketing and SEO traditionally focus on on-site content, public relations is the impetus for third party content that drives brand messaging and digital traffic.
Customers today hold brands to high standards: 60 percent of millennials say they expect to have a consistent experience with organizations across the various platforms. Customers expect to be able to interact with brands whenever they want and wherever they want. To meet these needs, organizations themselves need to understand how to integrate their various disciplines to create a uniform voice.
How content marketing, SEO, and public relations overlap
At its core, public relations is essentially about creating excellent professional content that appeals to quality publications, while positioning the brand at the top of readers’ consideration sets.
These goals intertwine tightly with those of content marketing. It is estimated that we now produce more data in two days than has existed for the entirety of the human experience up until 2003, and 39 percent of B2B brands plan on increasing content budget in the next year. The online world has become saturated with content.
However, where we excel in quantity, we lack in quality. Today, consumers demand material that addresses them and their needs while also offering guidance and help. In other words, those in content marketing need to pay equally close attention to the value they are offering and how it satisfies the needs of consumer intent.
SEOs role in companies has always been to boost the rankings of the content the brand produces to get the brand site and name in front of people performing searches on the search engines. By optimizing material for particularly relevant queries, SEOs can help draw the appropriate audience back to the website where leads can be nurtured and converted.
When used correctly, public relations can be a helpful asset in accomplishing these SEO goals. Many popular media outlets, for example, rank highly on the SERP thanks to a strong domain authority.
Brands that find smart ways to insert themselves into these sites –– often via a combination of news coverage and contributed articles –– have the opportunity to establish their presence for particular keywords that may struggle to rank from their own site. This provides an opportunity for brand recognition and to create a brand impression from a place of authority.
Knowledge is the key to the digital brand trifecta of employing public relations, content marketing and SEO to work together and build the brand’s reputation online. Below are steps teams can take to begin to bring these elements into successful harmony.
Aligning SEO, content development and public relations
1. Develop common target personas
Personas remain the key to any successful marketing campaign. They also serve as the cornerstone for successful collaboration between teams.
Generally, public relations professionals will have a general idea of what they want to promote and to whom, while SEO and content marketing professionals may have their own ideas about who they want to target.
Joining the research and considerations that went into developing the target personas on both sides can strengthen them for the brand and ensures that everyone understands the target for particular campaigns.
2. Obliterate working siloes
To achieve maximum success with public relations, you should develop common campaigns that will use principles from both SEO and PR. Combine the resources that each team utilizes to see how they might benefit each other.
For example, the material produced by the public relations team should be appropriately optimized by the SEO team and reviewed by the content team to ensure a consistent voice and to ensure that it ranks for the keywords the organization wants to target.
The public relations team can also work with the SEO and content teams to secure contributed columns and backlinks from reputable publications. Remember that content marketing is not just about producing content, it also needs to incorporate distribution. Coordinating with public relations can ensure that this piece is not overlooked.
3. Collaborate on content
Although SEO, content marketing and public relations teams will have different central goals, they should run their campaigns using a common base. Keywords that the SEO team targets, for example can also be incorporated into press releases to boost brand recognition.
If there are words that the domain struggles to rank for, creating press releases for well-regarded publications can help capture these rankings.
Reputable publications speaking about important research or releases that your brand has can lend greater credibility to these announcements, making it easier for your on-site announcements to gain traction and engagement.
4. Measure your progress and success
As with any marketing effort, brands need to measure every step of their collaboration between these three key teams. Look at KPIs that let you see how well customers engaged with material, the amount of traffic and leads being driven from press releases and how having a strong PR campaign impacts the engagement and conversion metrics across other aspects of the marketing strategy.
Look at the numbers before and after the efforts have been used, as well as the impact across different buyer personas and stages of the buyer’s journey. The greater the insight and understanding you have, the easier it will be to identify strengths and weaknesses of the campaign.
In sum, public relations is far from dead. Its value has grown to become one of three essential digital marketing elements. The marketing efforts that brands must use to build their organization’s name and shape the reputation of their brand online continue to remain of critical importance.
The difference now, however, lies in the means of this self-promotion. Public relations now has the strongest impact when it finds a strategic home with SEO and content marketing. The closer you can align these different departments, the easier it will be to see how public relations can be helpful in boosting your brand.
Please visit Search Engine Land for the full article.