Grazitti Marketing

  Streamlining your marketing initiatives to a revenue driver in an agile, offshore model  

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Search Engine Optimization (SEO) or Pay Per Click (PPC)?

SEO (Search Engine Optimization) and PPC (Pay Per Click) both are two different methods for driving traffic to website. SEO is the process of making changes to your website and improving your website visibility on various search engines. On the other hand, PPC is the form of advertising, where you select keywords for which you would like your business to display on search engine result page (SERP).

SEO and PPC landing pages are also different. SEO optimized pages should be informative, supplying the visitor the answer to the question which spurred the search. PPC optimized pages should be “sales type”. How PPC can help your SEO? PPC is the best Keyword Research Tool for SEO – Through PPC campaigns you can test hundreds and thousands of keywords for dozens of clients in few weeks and find out quickly which keywords and keywords variations may work well for your landing pages.

Since PPC let you do precise keyword targeting (by letting you select geo-location, language, network & devices to display your ads on) its results are pretty accurate. PPC campaigns can have direct impact on the website organic traffic. Often people who click on the ads return to a site via organic branded search. I have found a considerable increase in organic brand searches through prolonged PPC campaigns. According to the Google research, we still need to buy search ads. Google’s research folks covered this topic back in July of last year; it concluded that paid search ads give us an 89% incremental lift in site visitors, incremental traffic you would normally get from your organic listings. Use SEO and PPC together:

PPC: Launch campaign, get initial feedback.

SEO: Target PPC keywords, generate long tail traffic.

PPC and SEO: Analyze data to scale PPC campaign, Better SEO results.

There are many ways by which PPC can help SEO:

Branding – The more times your website appears, the more likely people are to recognize it and establish trust with your brand.

GEO location control – This allows you to target ads to certain locations.

Quickly gathered data – Since SEO takes time to kick in, PPC is immediate and the data available helps online marketers to develop long term strategies.

SEO or PPC – Which suits you better??? Actually, it depends on your budget. If your budget permits you, then you should choose PPC first. If you have both time and money, SEO is for you. In fact best marketing strategy is to choose both SEO and PPC. Try opting PPC for fast and immediate results and also keep in mind SEO for long term effectiveness. 

When to Use PPC? If your organic rankings suddenly take a dive due to the change in search engine algorithm and you don’t have a PPC campaign, you may find yourself suddenly invisible in the search engine results pages. Granted, you can start PPC at any time, but if you aren’t familiar with it, it can take some time to figure out the most effective PPC strategy for your site. If you only focus on paid listings, you are missing out on the traffic that goes to organic rankings. There are two periods when high PPC spend is justified – at the start of a web campaign when there is zero organic traffic, and in Year 3 onward when the site should be able to stand on its own two feet. In the interim periods, sufficient funds must be allocated to organic traffic generation and site improvements. Results:

As shown in this graph, With PPC you can get fast results. Once your ads are set up, people will immediately start seeing them when they query the corresponding keywords. On the other hand SEO offers a better financial value than PPC. Once you have achieved a first page ranking, there is no additional cost to stay there.

Original Source: https://www.grazitti.com/blog/search-engine-optimization-seo-or-pay-per-click-ppc/

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Top 5 Benefits of PPC Advertising

PPC or pay-per-click advertising can have a major and positive impact on most businesses and brands.

Did you know? 50% of users landing at a retailers site from paid ads are more likely to buy than those who arrive from an organic link.

When the power of paid advertising is this enormous, you’d want to tap into it.

This blog post covers the top five benefits that PPC has to offer. Let’s dive in!

Planning A Paid Social Media Campaign?

Here

Are Some Tips To Follow!

Top 5 Benefits Of PPC Advertising

Quick Results

“People don’t find content by mistake, or by accident. Every content plan needs a complementary promotion plan that combines paid, owned, and earned media.”

Promoting your business using PPC advertising can help you achieve results faster than the SEO efforts you’ve put in. That is because SEO takes longer to get you the same positioning on the SERPs as PPC would, in a shorter period of time.

Therefore, adding PPC advertising in your promotional plan gives you results as soon as your paid campaign is active.

PPC Performance Can Be Measured

Your PPC performance isn’t a mystery because campaign statistics are readily available.

The Google Ads tool combined with Google Analytics will help analyze PPC performance details on the basis of cost-per-click, cost per conversion, click-through rate, and quality scores.

For instance, the objective of your campaign is to earn conversions and you’ve sent your PPC traffic to dedicated landing pages on your website. So, using Google Analytics, you can now easily track and compare if your investments have met your end goals.

PPC Ads Boost ROI

Google search ads have an average ROI of 200% i.e. for every $1 invested, advertisers earn $2 through Google ads.

Since PPC is measurable, you can improve your ads till the time it starts yielding positive ROI.

To make sure your PPC investment is always below the returns you receive, these tips and tricks should be followed to make your PPC campaign successful –

a. Setup Highly Targeted Campaigns

b. Target Landing Pages In Your Ads

c. Include Keywords In The Ad Copy

d. Implement Ad Extensions

e. Run Ads When The Time Is Right

PPC User Data Can Improve SEO

Google Adwords is a driving force that can bring in visitors to your website, hence, yielding ROI for all your content marketing efforts.

So, let’s say, if you’ve been waiting for a long time for a content piece or a webpage to rank organically, you can probably make a little PPC investment to target the same set of audience.

Using your PPC keyword data to influence your organic search engine marketing strategies is a win-win situation for your business.

Google Ads remarketing is also a great option here to keep viewers engaged, irrespective of how they found your business. These ads appear to those visitors who came, browsed through your website, and left.

Since remarketing is less expensive, therefore, it can work very well if you want to run PPC campaigns and target prospects which are lower in the marketing funnel.

Target Ideal Customers

PPC ads enable you to target customers who want to purchase your products or services. Here are two types of targeting options available with pay-per-click advertising –

a. Search Targeting: Search targeting campaigns allow marketers to reach the audience who is actively searching for information.

Bidding on keywords and running Dynamic Search ads campaigns can help you with gaining visibility on the SERPs.

b. Display Targeting: Display campaigns on the Google Display Network (GDN) have content and audience as the two main categories.

Contextual targeting focuses on the content of the website and placing ads on web pages based on that content.

For example, ads for running shoes on a blog post about running, a special offer price ad on a flight to Italy on a website that talks about traveling to Europe.

Audience targeting means segmenting customers and defining your audience on the basis of their interests, demographics, behaviors, goals, etc.

Key Takeaway

Pay-per-click advertising definitely has its advantages that shouldn’t be overlooked. It is a fast-paced, effective, and profitable channel for B2B and B2C companies seeking quality traffic and high conversions.

Original Source: https://digitalmarketing.grazitti.com/blog/top-5-benefits-of-ppc-advertising/ 

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Search Engine Optimization SEO Tool Guide for Enterprises

Do you own a large enterprise with a website consisting of thousands of pages?

Do you struggle to scale your SEO due to the large volume of pages and so many complexities involved?

This blog post talks about the unique SEO considerations that enterprise companies should look into. It helps you figure out if your business needs specific tools for scaling SEO efficiently across the enterprise.

Introduction to SEO Market

Over the decade, Google’s search engine result pages (SERPs) have evolved from simple blue links to even more dynamic view. SEO has now flourished to sponsored ads flashing at the top of the page, and more than 20 other SERP elements like featured snippets, relevant search queries, and direct answers.

With an almost 6% yearly increase in the organic search visits in 2018, driven by the proliferation of mobile phones, SEO is developing year on year.

This shows marketing is a key part of any modern business approach today. With hundreds, thousands and even millions of pages, sites, and keywords to optimize and manage, enterprise SEO has become increasingly complicated and time-consuming.

However, using an SEO enterprise software can double your efficiency and productivity while reducing the errors and time involved in managing organic search campaigns.

But, before choosing any SEO tool, it is important to evaluate your business needs. Understanding your recent marketing processes and knowing how to measure the success or being able to recognize the improvements you need to make, can guide you well in the decision-making process.

Let’s check if your business needs enterprise-level SEO tools and how it can make a difference:

Enterprise SEO Platform Capabilities

SEO tools come in different categories, from keyword research tools to full-service solutions that manage links, keywords, international rankings, competitive advantage, workflow rights, and roles. But, they should have some core capabilities:

Custom site crawls

Social signal tracking

Competitive intelligence

APIs for third-party data management and integration

Keyword research and rankings

ROI forecasting and/or predictive analytics

In addition to this, enterprise tools may also offer more extensive link and site analytics that includes a predictive scoring system to recognize potential opportunities and improve the brand’s website or link authority.

Here are some of the capabilities and key considerations involved in choosing an enterprise SEO platform:

Why do Enterprises Need It?

While there are different enterprise SEO platforms, each of them has its own benefits. You need to choose one as per your business requirements.

To understand how different enterprise SEO is from SMB SEO, let’s start with an enterprise example. IBM is one of the finest enterprise company with over $80 billion in revenue and more than 35, 000 employees. The brand covers 19 industries and is in 170 countries. Their site has over 6,000 web pages. Now, how can IBM optimize so many web pages efficiently?

It requires really robust, big, and scalable SEO solutions.

An idea of how much companies are spending on SEO can help you figure out if Enterprise-level SEO tools would work for your business.

SEO Expense and Priorities

More than half of the surveyed enterprises spend above $5000 a month on SEO and for around 40% of respondents, content development was the main SEO issue in 2018.

Let’s have a look at some of the findings of the research to assess the SEO industry’s trends, in terms of spending and priorities, challenges and measurements and analysis parameters in the graph below:

The graphical representation shows a significant amount spent on SEO by enterprises.

11% of enterprises had a monthly SEO budget of less than $1,000

20% of enterprises budgeted SEO between $5,000 to $10,000 per month

45% of SEO enterprises had a budget of $20k+

Does Your Company Need an Enterprise SEO Platform?

Deciding if your company needs an enterprise-level SEO platform or not calls for a complete assessment of your company’s business needs, management support, staff capabilities, and financial resources.

However, anytime you think about choosing a new software tool, just consider these two things:

1. First, question yourself: How will this tool increase your company’s bottom line? An SEO tool might have the greatest technology, but it should eventually increase your profits. Ensure it fits into your strategy and goals.

2. Secondly, will it solve your problems or will it cause more problems? No matter the tool, if it can resolve some issues, it may complicate them too. So, you need to identify exactly what problems each tool creates and serves.

Original Source: https://www.grazitti.com/blog/seo-tool-guide-for-enterprises/ 

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What are Google Analytics Multi-Channel Funnels?

If you are in anyway connected to advertising or analytics, you must be familiar with the importance of customer conversion for a successful online ad campaign. It’s essential to know which channels drive people to buy your product or service. With conversion being such a significant aspect of the marketing campaign, it becomes crucial that you analyze the customer journey or conversion route efficiently.

You can determine the value of marketing channels using Google Analytics’ attribution model. But if you want a refined approach to analyze the conversion route, we recommend leveraging its Multi-Channel Funnels feature.

Multi-Channel Funnels (MCF) Overview

Earlier, Google Analytics gave complete credit to the last campaign, keyword, or ad that led to customer conversion. Due to this, advertisers couldn’t gauge the contribution made by other channels and campaigns, which may have played a major role in the conversion process.

Multi-Channel Funnels feature helps you understand the customer acquisition process in a precise manner. It explains how different marketing channels attribute to convert a prospect to a customer.

So, it’s a move from last touch/interaction attribution to multi-channel multi-touch attribution modeling. Let’s delve a little deeper to understand this better.

Where can you find this feature in Google Analytics?

Multi-Channel Funnels is available under the Conversions tab in Google Analytics. It lists five types of reports to help you analyze your customer conversion route better.

Overview

Multi-Channel Funnels compare the number of conversions and assisted conversions over a selected period of time. It includes a Multi-Channel Conversion Visualizer, which shows the percentage of total conversions by path and also includes different channel combinations.

Assisted Conversions

MCF shows the number of sales and conversions initiated, assisted, and completed by each channel. Assisted conversions are further divided into three categories:

Assist Interaction: Any interaction on the conversion path, excluding the last interaction First Interaction: The first interaction on the conversion path Last Interaction: The last interaction on the conversion path

Assisting Interaction Analysis

It shows a comparison between the Assist and Last interactions. The analysis gives you an understanding of how much ROI you are getting from your assisting channels which are not playing as last interaction source of conversion.

Last Interaction Analysis It helps you track the channels which initiated the conversion process. For instance, you can analyze the value of your PPC ads even if you have not received conversion after the last click.

Top Conversions Path

The Top Conversions Path report shows all the unique conversion paths that led to the final conversion. It also shows the number and value of conversions.

By default, the report shows the ‘MCF Channel Grouping Path.’ You can also do grouping by source, medium, and other AdWords sources.

Time Lag

This report helps you analyze your sales cycle. It shows the number of conversions and conversion values which happened between 0 to 12+ days after a user’s first interaction.

Basically, this lets you know how many days, weeks, or months it takes for your visitors to convert.

Path Length

In case you want to know the number of times users are visiting your website before converting to customers, Path Length report will assist you. All in all, it shows you the number of interactions users have with your website before conversion.

Apart from these, MCF has two major elements to support the analysis process.

Conversions Segments

These allow to analyze specific sets of conversion path in your MCF reports. For instance, you can filter the MCF report by choosing the user interaction of first or last time with any source, campaign, keyword, landing page etc.

You can select up to four segments for comparison. You can also create your own segment which you can further edit or delete as per your requirement.

Conversion Type

This includes the type of conversions you want to look at. This option is available below the Conversion Segment. You can also view all the conversions influenced by AdWords by clicking on the AdWords option.

With such imperative elements and features, Google Analytics Multi-Channel Funnels is a win-win solution to track and evaluate different digital marketing channels that work together to create conversions. With complete analysis of up-front and last-click conversions, it shows you a clear picture of not just one marketing initiative, but of your entire marketing strategy.

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Create a Successful Social Media Content Calendar: Tips and Template

In this blog post, we look at how a social media content calendar helps you achieve social media success, as well as how you can build one.

Create a Successful Social Media Content Calendar: Tips and Template

Social media marketing helps you build awareness, engage prospects and customers, and delight them with the products and services you have to offer. Look at how a social media content calendar helps you achieve social media success, as well as how you can build one.

Organizing content

Documenting your activities on social media helps you save time and manage campaigns across platforms. It helps you visualize your social media strategy going forward. 

Mapping campaign with goals. 

It is important to be able to deliver content that nurtures your audience at each stage of their buyer’s journey.

With a social media calendar, you can organize content according to the buyer stage, as well as past performance.This helps you deliver the right content, to the right person, and at the right time, enabling you to map your campaign with overall social media goals.

Establishing a brand voice

A brand voice appearing consistently in your audience feed helps you boost customer engagement and achieve social media KPIs. With a social media content calendar, you can build and maintain a consistent brand voice across platforms. 

Maintaining a workflow

Establishing a weekly and/or monthly workflow is an important aspect of running a successful social media campaign.A content calendar helps you do this, as well as decide how often to post to each channel. This includes the most appropriate time to post social media content.

Reporting on performance

It is also important to report and follow up on the performance of social media campaigns so that each one you launch is an improvement over the previous one.

Auditing social networks and contentBefore you start creating your calendar, you need to conduct a social media audit Covering the following

The persona of your target audience

Your goals and KPIs for each platform

Best performing content, campaigns, and strategies

Imposter accounts and outdated profiles

Social media team roles and responsibilities

Opportunities for improvement

Metrics to be tracked to measure performance by platform

Analyzing social media platforms

Find out which social media platforms are experiencing growth.This will help you create a content strategy relevant to the platform.

Planning deliverables

Add information for each social media post, such as

Date

Time (and time zone)

Link to published post

Content-type

Engagement

Traffic/impressions on each platform

:These will help you achieve Social Media Success With A Social Media Calendar!

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Transforming Content Marketing With Artificial Intelligence

In this blog post, we look at the impact of artificial intelligence on content marketing, as well as how you can use AI to deliver highly-engaging content.

The global AI software market is projected to grow more in 2021

So, Marketers across industries are responding to this change by transforming digital marketing with artificial intelligence. Also, AI is changing the way content marketing is done.

Here is the impact of artificial intelligence on content marketing and also how  AI can be used to deliver highly-engaging content to your audience.

Creating content consistently 

It can be quite difficult to consistently find topics that will help engagement with your audience. Research shows that 45% of marketers find it challenging to create content that appeals to their target audience.

But Artificial Intelligence can help you find interesting topics to write about for your blog.

This is done with the help of predictive analytics to predict how your prospects and customers are likely to react to a given topic. Analysing beforehand helps you decide which one will give you the best ROI.

Deliver Personalized Content

Artificial intelligence also helps you deliver personalized content to your target audience. 

AI enables you to collect data points relevant to the target audience, website visitors, and customers, to help create personalized profiles accordingly.

 Using keywords That Focus on User Intent

With Google’s new algorithm update, the search engine now better understands the context  where search queries are involved.

This means that content with keywords focusing on user intent have higher chances to  rank higher on search engines.

Machine learning helps in understanding visitor patterns on a website, thus enabling us to identify the right keywords for ranking higher in result pages. 

 Automating content

Along with the need for content to be highly-engaging, it can be difficult to keep up with the increasing demand.

AI can effectively help in automating content by analyzing the effectiveness of content, making variations in content for different targeted customers  and auto-generate editorial text with minimal human intervention

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Driving Effective Digital Marketing for a Global Virtual Event

With virtual events gaining momentum, it is essential to drive effective digital marketing to promote them. Learn how Grazitti helped its client achieve this.

Driving Effective Digital Marketing for a Global Virtual Event

Engaging prospects and customers with virtual events is now becoming an effective B2B marketing strategy. Majority  businesses attribute their success to this digital transformation.But how can you drive effective digital marketing for your virtual event? 

Here are some of the ways in which can help you drive effective digital marketing for your virtual event.

Marketing and Content Distribution

Notify your target audience with event registration details in order to generate interest. Use content pieces in the form of eBooks, infographics, and podcasts to introduce topics that you’ll be covering during the event.

2. Landing Pages

Make sure you provide unique content to visitors and lead them to click your CTA on your landing page.Create this page as a one-stop destination for attendees to enable them to register for your virtual event.

3. Social Media Marketing

Every social media platform offers a unique way to market a virtual event. Once you’ve drafted content, it’s important to market it on relevant social media platforms. ‘Create an event’ for your target audience on all social media platforms and try using Countdowns, Stories, and Direct Messages to promote your event.

4. Paid Search Campaigns

Promoting your event on LinkedIn by launching conversion campaigns will enable you to maximize event registrations.Use Google Conversion Tracking, Google Analytics, and Facebook Pixel Tracking to launch advanced paid campaigns.

5. Email Marketing 

Using Salesforce Marketing CloudFollow up with attendees post-event, especially if they’re your target audience for most events.Share speakers’ contact information, conduct a post-event survey, compile event recordings into a digital library, and send certificates of participation to attendees.You can also add plenty of weight to your email marketing campaigns with Salesforce Marketing Cloud.It enables you to follow-up on potential prospects and nurture leads, helping you drive a higher ROI.

Conclusion

So it is highly essential to engage with your audience prior to the event, address their queries while the event is ongoing, and let them have a say post the event. Make your audience a part of your event right from the beginning, and you’ll be well on your way to creating a highly-engaging experience with virtual events.  

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Top 6 Tips to Plan a Paid Social Media Campaign

Effective planning for your paid campaign is critical for the success of your social media efforts. These 6 tips can help you craft a solid plan of action.

The top three challenges that a social media marketer faces are reaching the target audience,  effectively supporting business objectives and Calculating the return on investment (ROI). Customers continue engaging with a brand in different ways after following them on social media channels. Therefore, this makes it essential to effectively plan your paid campaign for the success of your social media efforts. This will not only help you target your specific audiences but also will increase and strengthen your organic presence.

There are top 6 tips you can use to maximize conversions and increase your reach with a paid social media campaign.

Identify Your Objectives

Outlining the objectives of your campaign is the next significant step. This will give you more visibility as to how you want to channel the resources you have. Working on the campaign becomes easy once you have clearly defined objectives. 

Select a Suitable Platform

Choosing a platform that will support your brand is another crucial aspect of social media campaigns. Choose a platform where your target audience is, for example, Instagram, Facebook, LinkedIn, and Twitter. Different platforms have different set of users. 

Define Your Budget

You need to define a budget for your campaign first before planning an investment, 

The first step here is analyzing the ROI, Return on Ad Spend (ROAS), Cost-Per-Click (CPC) and Cost-Per-View (CPV).

Create Ad Sets

Creating ‘ad sets’ or creative properties such as photos, click-through links, and intriguing video clips in your advertisement makes for highly-engaging viewing.

Make it look like a regular post that your target audience is more inclined towards clicking.

Create a Landing Page That Converts

Correctly targeting your pages can improve your conversion rate by up to 300%. 

You can increase conversions by creating a landing page that sells, and also serves your objectives.

The ad talking about the particular product should direct the visitor to the information they need to know.

Also, make sure that the pages the ads direct the user to are glitch-free.

Measure and Analyze Results

The most important step of all is measuring the results of your campaign.

This will help you understand which objectives were achieved, and how well your campaign fared. Track the KPIs you selected while outlining your goals. 

Review metrics such as your Click-Through-Rate, View Rate, Cost-Per-View, and clicks to measure the effectiveness of your social media campaign.

Conclusion

A paid social media campaign that drives engagement and conversions calls for an effective plan of action.

Follow the above mentioned best practices to outline an effective strategy for your social media campaign.

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Core Web Vitals: Google’s Recent Ranking Factor

It is a good idea to revamp your website according to the latest Google updates. Read this blog post about the recent major Page Experience update.

Core Web Vitals: Google’s Recent Ranking Factor

It is said that if the latest updates by Google are not followed, then the web page rankings won’t follow you either.

So, it is highly essential to never miss an update from Google and rebuild your website accordingly. 

Google recently announced a major Page Experience update. 

The Core Web Vitals (CWV)  that was announced by Google in 2020 would become a part of Google’s algorithms from mid 2021.

So, now optimizing your website to avoid a drop in web page ranking is an important step. With this,  Google has come up with the Page Experience metrics. These metrics can help website owners measure some page experience elements that will be able to provide a better user experience. 

Core Web Vitals Update-What Is it?

Core Web Vitals are a set of metrics used to measure a website’s loading, interactivity, and visual stability.

It is made up of three specific page speed and user interaction measurements: LCP (largest contentful paint), FID (first input delay), and CLS (cumulative layout shift).

1. Largest Contentful Paint (LCP): LCP is the measurement of the time taken for the largest content element of a page to be downloaded.

A few ways to fix LCP problems on most websites are: CSS and JavaScript optimization, image optimization, minify and compress code files, limited and optimized client-side rendering, and optimizing server properly.

 2. First Input Delay (FID): FID is the amount of time it takes for a user to actually interact with your page. It is the time taken for the page to respond to clicks, scrolls, or keyboard inputs.

 3. Cumulative Layout Shift (CLS): CLS measures visual stability. This means whether or not the page jumps around as the user scrolls through the content.

To provide a good user experience, pages should maintain a CLS of less than 0.1 or a minimum of 0.25.

Tools To Audit Core Web Vitals

Here are the tools to audit Core Web Vitals:

1. Google PageSpeed Insights

2. Google Search Console 

3. Web-vitals JavaScript library

4. Chrome DevTools

5. Lighthouse

 Optimizing all these metrics is more than just doing effective SEO. These metrics make the website easier to use while fulfilling Google’s Page Experience criteria as well.

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All You Need to Know About Google Optimize and Optimize 360

In this post, you will be able to understand the key differences between Google Optimize and Optimize 360 and determine which is better for you.

Everything You Need to Know About Google Optimize and Optimize 360

Looking for a way to boost conversions on your website? This requires finding out what is best for your target audience. One of the most common ways is to do this with A/B Testing. 

You can start testing with Google Optimize regardless of your organization’s budget. Google Optimize is a free testing tool that can natively integrate with Google Analytics and allows you to run a variety of tests that range from simple A/B Testing to complex multivariate testing. 

To go a little step ahead, Optimize 360 can be used. This is  a supercharged paid version of Google Optimize and is a part of Google Marketing Platform offering expanded testing capabilities with more personalization options. Below are some of the differences differences between Google Optimize and Optimize 360:

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Transforming Content Marketing With Artificial Intelligence

In this blog post, we look at the impact of artificial intelligence on content marketing, as well as how you can use AI to deliver highly-engaging content.

Transforming Content Marketing With Artificial Intelligence

The global AI software market is projected to grow more in 2021

Marketers across industries are responding to this change by transforming digital marketing with artificial intelligence. Also, AI is changing the way content marketing is done.

Here, we take a look at the impact of artificial intelligence on content marketing and also how  AI can be used to deliver highly-engaging content to your audience.

Creating content consistently 

It can be quite difficult to consistently find topics that will help engagement with your audience. Research shows that 45% of marketers find it challenging to create content that appeals to their target audience.

But Artificial Intelligence can help you find interesting topics to write about for your blog.

This is done with the help of predictive analytics to predict how your prospects and customers are likely to react to a given topic. Analyzing beforehand helps you decide which one will give you the best ROI.

Delivering personalized content

Artificial intelligence also helps you deliver personalized content to your target audience. 

Machine learning can help to track audience behavior, preferences and interactions, thus helping in getting personalized customer engagement.

AI enables you to collect data points relevant to the target audience, website visitors, and customers, to help create personalized profiles accordingly.

Using keywords Focusing On User Intent

With Google’s new algorithm update, the search engine now better understands the context  where search queries are involved.

This means that content with keywords focusing on user intent have higher chances to  rank higher on search engines.

Machine learning helps in understanding visitor patterns on a website, thus enabling us to identify the right keywords for ranking higher in result pages. 

Automating content

Along with the need for content to be highly-engaging, it can be difficult to keep up with the increasing demand.

AI can effectively help in automating content by analyzing the effectiveness of content, making variations in content for different targeted customers  and auto-generate editorial text with minimal human intervention

Conclusion

This was the impact of artificial intelligence on content marketing and how it can be used to deliver highly-engaging content to your target audience and maximize conversions. 

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7 SEO Trends You Should Know in 2021

In this blog post, we look at 7 key trends in SEO to help you build a highly-effective strategy in 2021.

7 SEO Trends You Should Know in 2021

 As businesses are allocating half their marketing strategy budget to invest in search engine optimization, Effective SEO techniques, therefore, play an important role in establishing a highly engaging digital presence. Here, we look at 7 key trends in SEO to help you build a highly effective strategy in 2021.

Search Intent

Search intent is why your prospects and customers are performing search queries.

With the BERT update, Google is now not only able to read your content better, but also understand what it means. This enables the search engine to provide the most relevant search results to its users.

So, answering user queries with high-quality, relevant content is what is important to rank on SERPs and be found by prospects.

 Voice Search

Voice and regular search are becoming increasingly personalized and accurate at providing answers, there is a difference between the two.

Regular search queries are short, specific, and commonly in the form of standalone statements.

 On the other hand, voice queries are lengthy, commonly in a question format, and location-based.

To rank for voice search results, we need to identify long-tail keywords and write content in accordance. 

Long-Form Content

To get a high position on SERPs, your content should be lengthy. Research has shown that blog posts that are over 2,000 words in length are outperforming those with a word count of 1,000 words or less.

This means that you need to publish content that establishes your authority and trust (E.A.T.) with prospects and customers.

Mobile SEO

With the increase in the use of mobile phones, most searches are being performed on mobile devices. This makes it important for a website to be mobile optimized to provide a highly immersive mobile experience.

Featured Snippets

Featured snippets are Google’s way of serving highly relevant content to users without them having to browse through a website for answers.

This not only helps you rank on the first page of Google Search but also increases the likelihood of your content ranking for voice queries. To get reliable results from this. Provide specific answers to user queries and write in the form of numbered or bulleted lists.

Data and Analytics

Analytics is a powerful tool that helps you understand what the behavior of the buyer is. Verify URLs, track referral sources, optimize page loading time, as well as check redirects, response errors, and bounce rates for excellent results.

Artificial Intelligence

Artificial Intelligence helps Google provide the most relevant search results.

Google’s AI algorithm, processes queries based on searcher location, personalization, as well as the exact search terms used.

So these were the 7 SEO trends you should know in 2021 to build a highly effective strategy! To learn more about this, you can dive in:

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The Impact of Voice Search in the Era of Digital Transformation

Voice search has started dominating the online searches as most people now prefer to use assistants such as Apple’s Siri, Google’s OK Google, Microsoft’s Cortana, Samsung's Bixby, and Amazon’s Alexa/Echo. Here’s a quick understanding on how voice search impacts SEO and SERPs. Following major factors that have a direct impact on SEO, and can help in optimizing for voice search:

✅Page Speed- Voice search is considered to be 52%faster than text search. Fast loading websites mean they rank high on SERPs. 

✅HTTPS- Voice Search results contain HTTPS links on the first page which helps in getting top ranking results.

✅Short Answers- Voice Search picks concise results. 

✅High authority Domains- Google’s Voice Search algorithm focuses on high authority and trusted domains.

✅Easy To Read and Long Form Content- Easy to read and long form content helps in easy voice search SEO and voice search match respectively. 

✅Top 3 Desktop Results- There’s a strong hold of top 3 desktop results in voice search results. 

✅ Featured Snippets- Featured Snippets rank higher in voice based search. 

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How Search Intent is Redefining the Marketing Funnel

Let’s have a look at how Search Intent is redefining the marketing funnel and how you can make full use of its data to benefit your business. For this we need to understand what are the different types of search intent and can search intent data be used?

There are three types of search intent

Informational Intent – Information based search

Navigational Content – Search users are aware of the brand they want to surf about

Commercial or high content – The search user is ready to purchase

How To Use the Search Intent Data?

When you know where your customer is in the marketing funnel you are able to make better marketing decisions. It helps in aligning user expectations in a better way and thus convert them down the funnel. 

Here is how you can use Search Intent better:

1. Understand the Search Queries

The basic understanding of the search queries starts with finding patterns. 

2. Improve the Site Content

Improve the site content by repurposing existing content. Re-optimizing old content for Search Intent is one of the quickest ways to attract organic traffic to a website.

3. Analyze Ranking Based on Intent

Rather than drafting reports on the basis of keywords, measure performance according to the marketing funnel. When you track based on Search Intent, you will be able to prioritize content expansion, new page creation, or page design tweaks.  

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9 Tips for Creating SEO-Friendly Content

Marketing for your business in the age of smart Google algorithms is tricky. These tips can help you with engagements and ranking higher on the SERPs.

9 Tips For Creating SEO Friendly Content

Due to the change in Google’s search algorithm, It is required that the users get the content they want.

Understanding the search intent, writing SEO-friendly content, and presenting it in a structured manner is what is important to achieve the targeted rankings. 

Here are 9 rock-solid tips and tricks that’ll help get good ranking results in SERPs:

▶ Keyword Research

Start off with keyword research and choose the most relevant keywords that your target audience is looking for. Don’t stuff unnecessary keywords. Also, incorporate targeted keywords into your URLs, meta-description, alt image tags, and headings

▶Determining Search Intent and Identifying the Right Format

Determining the search intent is very important. Search intent is the purpose with which a user makes an online search. Focus on providing your audience with content that is presented in the right format. Use SERP features to recognize search intent.

▶Creating a Well-Optimized Meta Title

Meta title tags are essential HTML elements that can be created for highly-targeted keywords. Using unique meta titles can help to rank high on SERPs and also improve a website’s click-through rate. 

▶ Optimizing the Meta Description

Meta tags to describe web page content improves your website SEO. Defining the meta description from the particular keyword, helps a particular website to rank well on the SERPs and increase its CTR.

▶ Structuring the Content and Making It Readable

Organize and structure the content in the form of headings, subheadings, bullet points, and lists. Make use of a hierarchical format where the H1 is your main heading and the H2, H3 follow. 

This will improve the readability of your content and give users and search engines clarity on the topic. 

▶ Adding Visual Content and Optimizing It

Visual content is the most  powerful tool to get the message across to your audience.

Including visual content in the form of checklists, infographics, and videos can add value to your website, engage users and improve SERP rankings.

▶ Making Your URL Readable

Easy-to-read and descriptive URL containing target keywords is the SEO best practice. Readable URLs can Improve user experience, Increase website visibility and give a better idea of context. 

▶ Adjust Interlinking

Google crawls websites using internal and external links.

So, Interlink your homepage to the most important web pages. This will help Google discover the relationship between different pages and the content available on them. 

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Google Ad Manager: What It Is and How It Works

In this blog post, we look at what Google Ad Manager is and how you can grow ad revenue with the platform.

What Is Google Ad Manager and How Does It Work?

Google Ad Manager is an ad exchange platform that enables users to buy and sell ads across a range of ad networks and locations with detailed targeting and reporting, monetizing multiple platforms, as well as increasing ad revenue.

Let’s take a look at what Ad Manager is, how it differs from other Google products such as Google Ads and how ad revenue can be grown with the platform.

Introduction-What is it?

Google combines the features provided by DoubleClick for Publishers and DoubleClick Ad Exchange into the Ad Manager. DoubleClick for Publishers helps in streamlining ad management across websites, mobile pages, mobile apps, and games.

While on the other hand, DoubleClick Ad Exchange is a marketplace that offers ad inventory for a minimum CPM (Cost Per Thousand Impressions) for advertisers to bid on.

In this way, Google Ad Manager helps you manage and deliver ads to a range of audiences from a unified platform.

Difference Between Google Ads and Google Ads Manager

Google Ads refers to paid ads that appear on Google search results, as well as those that appear on other websites. 

Google Ad Manager on the other hand helps in monetizing a range of platforms as well as to manage ads across numerous ad networks.

Features and advantages of Google Ad Manager.

Comprehensive targeting

Detailed reporting

Access multiple features

Monetize a range of platforms

Increase revenue

improve security

To get more information, dive in!

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9 Tips for Creating SEO-Friendly Content

Marketing for your business in the age of smart Google algorithms is tricky. These tips can help you with engagements and ranking higher on the SERPs.

9 Tips For Creating SEO Friendly Content

With Google’s search algorithm becoming increasingly smart and advanced, It is required of the audience the content they want.

In order to achieve targeted search rankings, you need to understand search intent, write SEO-friendly content, and present it in a structured manner.

Here are 9 rock-solid tips and tricks that’ll help you land on the top of SERPs:

👉 Start With Keyword Research

Find out what your audience is looking for and incorporate targeted keywords into your URLs, meta-description, alt image tags, and headings

👉Determine Search Intent 

Search intent is the purpose with which a user makes an online search. There are many kinds of Search Intent. Provide your audience with content that is presented in the right format. Use SERP features to recognize search intent.

👉Create a Well-Optimized Meta Title

Using unique meta titles can help to rank high on SERPs and also improve a website’s click-through rate. 

👉 Optimizing the Meta Description

Meta tags to describe web page content improves your website SEO Defining the meta description from the particular keyword, enables a particular website to rank well on the SERPs and increase its CTR.

👉 Structuring the Content and Making It Readable

Organize and structure the content in the form of headings, subheadings, bullet points, and lists. Make use of a hierarchical format where the H1 is your main heading and the H2, H3 follow. 

This will increase the readability of your content and give users and search engines clarity on the topic. 

👉 Add Visual Content and Optimize It

Visual content is a powerful tool to get the message across to your audience.

Including visual content in the form of checklists, infographics, and videos can add value to your website, engage users and improve SERP rankings.

👉 Make Your URL Readable

Descriptive, and easy-to-read URL containing target keywords is the SEO best practice. Readable URLs can Improve user experience, Increase website visibility and give a better idea of context. 

👉 Adjust Interlinking

Google crawls websites using internal and external links. So, Interlink your homepage to the most important web pages. This will help Google discover the relationship between different pages and the content available on them.