What do Home Depot, Ikea, Dillard’s and REI have in common? They all will be closed for Thanksgiving this year, joined by dozens more major retailers. REI in particular will remain closed through Black Friday as well. On some of the biggest shopping days in the U.S., these retail giants are encouraging potential customers to [...]
One of the best ways to improve your skills as a content marketer is to learn from the successes and failures of other marketers. And as we near the end of 2017, many marketers are reflecting on what has (and hasn’t) worked in the past year and looking to what this means for content goals [...]
There’s little doubt among marketers that social media is an important part of their strategic digital marketing mix. After all, social media is part of the fabric of our daily lives—and arguably our identities. In fact, it’s estimated that there are 1.96 billion social media users worldwide—with that number expected to grow to 2.5 billion [...]
Social Content is the New Storefront [Infographic]
Regardless what others might say, social content is here to stay. Instead of heading to local storefronts, consumers are now heading to social media platforms to find what they need in the in and off-season. Social Media Today
Google tries to bring more transparency to news content with help from The Trust Project
Google has teamed up with The Trust Project that works with over 75 news organizations to determine the difference between quality and promotional content that may be plagued with misinformation. Search Engine Land
Facebook's New App Connects Creators With Video, Fans And Watch Shows
Facebook is on the hunt for new influencers and wants to see how these experts interact with their networks. Their new app will give “internet stars” a chance to publish, edit and film live video with their audiences. AdAge
Google’s Big Daddy Update: Big Changes to Google’s Infrastructure & the SERPs Big Daddy has been on the scene since 2005 as part of infrastructure changes. And while it hasn’t always been a fan favorite, it has impacted the approach to SEO. Search Engine Journal
The State Of Subscription Video, In 5 Charts
With more and more content publishers and brands looking to video as the new frontier, many are also looking to monetize their offerings. But how well does subscription video perform in our current content landscape? Digiday
Google aims to make apps for Google Assistant more functional and discoverable
Are homes getting smarter with the help of Google? According to Google, they are making a number of updates to make it easier for third party apps to integrate and develop specific items for key users. Search Engine Land
The Huge Impact of Amazon This Holiday Season (And How Retailers Can Compete)
It’s getting even harder to compete with larger retailers during the holiday season. In fact, a new report found that shoppers expect to make at least one purchase for Amazon. Where does that leave other retailers during the holiday season? MarketingProfs
LinkedIn lets advertisers generate leads from Sponsored InMail, Dynamic Ad campaigns
As of April (no fools) LinkedIn launched their lead gen forms which let advertisers collect information through Sponsored Content Ads.Now, these options are available to members using the Sponsored InMail ad format which has enabled brands to add their own questions to the forms. MarketingLand
What were your top digital marketing news stories this week?
We'll be back next week with more digital marketing news! If you need more in the meantime, follow @toprank on Twitter or leave your thoughts in the comments.
Could you imagine pulling an Oreo cookie out of its sleeve to find four chocolate wafers and two layers of cream filling? Or taking home a six-pack of beer and somehow discovering 12 bottles crammed inside? It’d be discombobulating to say the least, and that’s how many of us marketers are feeling about Twitter’s recent [...]
Like all brands or marketers, you’ve likely experienced a few content marketing campaign mishaps in your day. Despite your best efforts, sometimes a campaign just doesn’t quite reach its objective or it outright flops. And when this happens your disappointment typically spurs you into action as you work furiously to pin down exactly where you [...]
In today’s competitive and content-saturated digital landscape, SEO is no longer a stand-alone, sure-fire way to grab audience attention in the search results. As a result, the role of a search marketer is transforming beyond the traditional walls of organic SEO and merging with the world of digital advertising — and the hunt for skilled [...]
For at least a decade, the 500-word blog post has been the atomic unit of content marketing. Marketers like Joe Pulizzi and Marcus Sheridan built their entire careers on blogging. In Joe’s case, he started the blog without a business plan or a product, and developed both after building an audience through insightful, valuable blog [...]
Email vs. SMS: Battle of the Heavyweights [Infographic]
In a battle of email vs. SMS, who is the winner? This infographic shows the differences between the two tactics in terms of volume, engagement, preferences and effectiveness by medium. MarketingProfs
Twitter trolls itself on new 280 character limit
As you may have heard via everyone’s favorite venting platform, Twitter has increased their allotted character count to 280. While many are happy with this change, some are disappointed or even concerned that it will ruin the value of the platform. CNN Tech
Google's AI Wizard Unveils A New Twist on Neural Networks
This is a story 40 years in the making. Geoff Hinton (the man behind AI) published two new papers that offers a new twist on neural networks that enable machines to better understand the world via images and video. Wired
Study: Longer Videos Mean Higher Engagement
Even in the age of decreased attention spans, it seems that audiences prefer long-form video over short-form video. In fact, videos over 90 seconds receive 78% more shares and 74% more views. MediaPost
Instagram Stories and WhatsApp Status hit 300M users, nearly 2X Snapchat
When it comes to features, it’s hard to tell the difference between Instagram Stories and Snapchat these days. Now that Instagram Stories has a solid user base, it’s time for Facebook to innovate and move away from copycatting Snapchat. TechCrunch
Facebook Registers Soaring Ad Revenues, Mobile Dominates.
Facebook experienced amazing third-quarter results with almost a 50% increase in advertising revenue. Additionally, 88% of that revenue is represented by mobile advertising. MediaPost
New Salesforce And Google Partnership Shakes Up The Cloud Race The chocolate and peanut butter of marketing and sales analytics are finally coming together, as Google and Salesforce announce a new joint venture. Salesforce is committing to using Google’s G Suite, while Google Analytics will be fully integrated with Salesforce’s core platform. Salesforce has committed to using Google’s cloud storage as well, but will maintain multiple cloud vendors for the time being. Forbes
Older Photos and Videos Can Now Be Added to Instagram Stories
Instagram is now allowing users to add older photos from their camera rolls into their Instagram Stories. According to AdWeek, "Instagram said it will automatically suggest a new sticker to add context on when older photos or videos were taken, and users can choose to rotate, resize or remove the new sticker altogether before sharing their Stories." AdWeek
What were your top digital marketing news stories this week?
We'll be back next week with more digital marketing news! In the meantime, if you have something to share Tweet us @toprank or @Tiffani_Allen.
These days, there’s little doubt among marketers that video content is an incredibly powerful content marketing tool. After all, humans are visual creatures by nature, so it stands to reason that video often satisfies our content appetite. In fact, according to a Think With Google study, 50% of internet users said they’ve looked for videos [...]
TopRank Marketing evolved from PR to digital marketing agency in the mid 2000’s, right about the time our new VP of Operations got into agency project management. Twelve years and multiple advancements from a creative agency Director of Production to Senior Director of Operations later, Katie Uphus has now joined the team as Vice President [...]
Who was the first person to set foot on the moon? Of course the answer is Neil Armstrong — who else? But, actually, the question really is “who else?” In order for Armstrong to walk the moon, there were innumerable individuals who contributed something large or small to get him there. His mom and dad, [...]
Last weekend I decided to build something. So I went to Home Depot and asked a nice man in an orange apron to tell me what supplies I needed. “Okay, what are you building?” he asked. “Oh, you know, something…maybe out of wood? Perhaps a birdhouse, or some furniture, or a planter,” I replied. “Don’t [...]
Persado now generates emotionally-targeted marketing messages for individuals. Copywriters, prepare to start feeling nervous: Persado uses machine learning and people’s reactions to previous campaigns to determine users’ emotional profiles and is now launching Persado One, which allows the text to be generated for individual users. MarTech Today How many people see your content on each [...]
The digital marketing landscape is changing at a rapid pace, with many organizations planning to up their budgets and diversify their tactics in the coming years. In fact, according to Forrester research, CMOs will spend nearly $119 billion on search marketing, display advertising, online video and email marketing by 2021. “Over the next five years, [...]
Thanks to the emergence of technologies such as mobile personal assistants, Amazon Echo, Google Home, Cortana, and others, there’s no doubt that voice search is on the rise. These days, consumers can send text messages while driving or use a mobile personal assistant to complete simple actions. In fact, Gartner predicts that about 30% of searches will be conducted without a screen by 2020. In addition, another study from ComScore, states that voice searches will account for nearly 50% of searches, too.
That means we marketers need to start thinking how we can get our content in front of our audience via voice search channels. While optimizing content for voice search can seem daunting, there are a few easy tips that can help you start gaining more visibility for those types of queries.
Focus on Featured Snippets
We continue to see featured snippets more and more in search engine results pages (SERPs). These SERP features show qualified results right on the SERP, which can lead to quicker answers to questions. In addition to speeding up the way people are receiving answers on Google, we know that featured snippets drive more organic website traffic, too. Featured snippets can help you leapfrog competition on a SERP to gain more visibility as opposed to only relying on a main keyword ranking. Here's an example of one of TopRank Marketing's own featured snippets.
Back in July, Britney Muller of Moz gave a presentation at MnSearch about the future of SEO. One area that she focused on was how to rank for featured snippets. The reason Muller focused on this area for the future of SEO was because voice search is fueled by them. With that in mind, she outlined what she thought was the top five ranking factors for featured snippets:
Each ranking factor is not new to the SEO industry, but they make sense to focus on. Links are still an important ranking factor, as well as content quality and on-page optimization. Engagement metrics and site speed have also been important, but the focus is increasing for these areas. Both areas relate to the experience on mobile devices, since that is where the majority of voice searches are coming from.
To find featured snippets to target, use tools like SEMrush or Ahrefs to reverse engineer the content. Most of the time, the featured snippets are around 40 to 50 words, so it is important to keep your content clear for the intent. To trigger a featured snippet, use conversational language and/or questions. A quick way to leverage question based featured results is to create a FAQ page with common questions about your business or industry.
Use Conversational Keywords
Speaking of conversational keyword queries, they help reveal the intent more clearly than the “money" (or more traditional) keywords. This often leads to longer queries for voice searches. For example, a traditional "money" keyword may be something like "content marketing software." But a more conversational, voice search keyword query may be something like "what is the best content marketing software."
Google has been encouraging this type of behavior for years, especially with the Hummingbird update back in 2013. People communicate with conversations, not just keywords. Associating the right keywords with concepts helps the overall content quality as opposed to targeting only one or a couple keywords per page. So, it’s important to identify the keywords that people search for, but focus on creating the content that is more conversational.
When it comes to local search, include keywords or landmarks that people in the neighborhood would use. That way, search engines can correlate the content with a geographical area, which can help increase the local visibility for that piece of content. After all, many voice searches are from people looking for directions to local businesses.
Another area to get more conversation queries is from your chat feature on your website (if you have one). People will use a conversational dialog when using a chat function, which could lead you to create content that your audience is directly looking for.
Add Structured Data Markup
Schema markup helps search engines understand what the content is on websites. By helping search engines understand the context of the content, they can provide more informative results for users. Adding schema markup for local businesses can help a business show up in local results for general business information. This information can be highly beneficial for voice searches for directions and phone numbers. Schema.org is a great place to start if you want to learn more.
If you have a brick and mortar location, you should add schema markup for each place and create a Google My Business listing (and other local citations) to help your audience find you. Voice searches greatly impact local SEO for review websites like Yelp and other third-party websites. Optimize your local citations to make sure they are all correct and consistent. Here's an example from Target. As you can see, the listing includes information on its headquarters and number of locations, as well as links to social profiles.
Beyond Voice Search
While the rise of voice search deserves your attention and action, it’s still just one piece of your content marketing strategy. As always, it’s important to focus on creating content that helps solves your audience's problems.
From our perspective, by creating quality, conversational and structured content, you’ll not only be optimizing your content for voice search, but for the future, too. Why? Because voice search is not the end of the search revolution.
Beyond voice search, we will soon be coming across predictive response, which is related to getting your products or services in front of a targeted audience without them evening looking for it. With that in mind, it will be important to create content that is conversational and impactful.
Halloween is objectively the best holiday of the fall-winter season. You don’t have to go broke buying people gifts. You don’t have to cook an enormous meal (then pass out after gorging on turkey). The only obligations for Halloween are to play dress up and eat candy! Not to mention I’m somewhat partial to the [...]
“Be the Best Answer” is an expression my team and I have used many times in client strategy planning, training, presentations, webinars, blogging, and in my book Optimize about the intersection of search with owned, earned, paid and shared media. Being present in a relevant, credible and useful way on all the channels where buyers are looking is [...]
Need help understanding Machine Learning? We now live in an age where machines can teach themselves without human intervention. Sound scary? It should. Scary amazing that is. Applications for machine learning extend from marketing to medicine to interstellar space travel. Find out what Machine Learning is, how it works, and how it will change the [...]
Content is both king and kingdom in a digital world full of stories. Brands and consumers alike are experiencing and publishing content on a daily basis. Between information overload, increased complexity of search engines and changes in consumer search behaviors, many marketers are less than confident about how to optimize their content marketing. How can [...]