Automating the process of narrowing down site traffic issues with Python gives you the opportunity to help your clients recover fast.
This is the second part of a three-part series. In part one, I introduced our approach to nail down the pages losing traffic. We call it the “winners vs losers” analysis. If you have a big site, reviewing individual pages losing traffic as we did on part one might not give you a good sense of what the problem is. So, in part two we will create manual page groups using regular expressions. If you stick around to read part three, I will show you how to group pages automatically using machine learning.
You can find the code used in part one, two and three in this Google Colab notebook. Let’s walk over part two and learn some Python.
As the site our analyzing moved from one platform to another, the URLs changed, and a decent number of redirects were put in place. In order to track winners and losers more accurately, we want to follow the redirects from the first set of pages. We were not really comparing apples to apples in part one. If we want to get a fully accurate look at the winners and losers, we’ll have to try to discover where the source pages are redirecting to, then repeat the comparison.
1. Python requests
We’ll use the requests library which simplifies web scraping, to send an HTTP HEAD request to each URL in our Google Analytics data set, and if it returns a 3xx redirect, we’ll record the ultimate destination and re-run our winners and losers analysis with the correct, final URLs. HTTP HEAD requests speed up the process and save bandwidth as the web server only returns headers, not full HTML responses.
Below are two functions we’ll use to do this. The first function takes in a single URL and returns the status code and any resulting redirect location (or None if there isn’t a redirect.)
The second function takes in a list of URLs and runs the first function on each of them, saving all the results in a list.
View the code on Gist.
This process might take a while (depending on the number of URLs). Please note that we introduce a delay between requests because we don’t want to overload the server with our requests and potentially cause it to crash. We also only check for valid redirect status codes 301, 302, 307. It is not wise to check the full range as for example 304 means the page didn’t change.
Once we have the redirects, however, we can repeat the winners and losers analysis exactly as before.
2. Using combine_first
In part one we learned about different join types. We first need to do a left merge/join to append the redirect information to our original Google Analytics data frame while keeping the data for rows with no URLs in common.
To make sure that we use either the original URL or the redirect URL if it exists, we use another data frame method called combine_first() to create a true_url column. For more information on exactly how this method works, see the combine_first documentation.
We also extract the path from the URLs and format the dates to Python DateTime objects.
View the code on Gist.
3. Computing totals before and after the switch
View the code on Gist.
4. Recalculating winners vs losers
View the code on Gist.
5. Sanity check
View the code on Gist.
This is what the output looks like.
Using regular expressions to group pages
Many websites have well-structured URLs that make their page types easy to parse. For example, a page with any one of the following paths given below is pretty clearly a paginated category page.
Meanwhile, a path structure like the paths given below might be a product page.
We need a way to categorize these pages based on the structure of the text contained in the URL. Luckily this type of problem (that is, examining structured text) can be tackled very easily with a “Domain Specific Language” known as Regular Expressions or “regex.”
Regex expressions can be extremely complicated, or extremely simple. For example, the following regex query (written in python) would allow you to find the exact phrase “find me” in a string of text.
regex = r"find me"
Let’s try it out real quick.
text = "If you can find me in this string of text, you win! But if you can't find me, you lose" regex = r"find me" print("Match index", "\tMatch text") for match in re.finditer(regex, text): print(match.start(), "\t\t", match.group())
The output should be:
Match index Match text 11 find me 69 find me
Grouping by URL
Now we make use of a slightly more advanced regex expression that contains a negative lookahead.
Fully understanding the following regex expressions is left as an exercise for the reader, but suffice it to say we’re looking for “Collection” (aka “category”) pages and “Product” pages. We create a new column called “group” where we label any rows whose true_url match our regex string accordingly.
Finally, we simply re-run our winners and losers’ analysis but instead of grouping by individual URLs like we did before, we group by the page type we found using regex.
View the code on Gist.
The output looks like this:
Plotting the results
Finally, we’ll plot the results of our regex-based analysis, to get a feel for which groups are doing better or worse. We’re going to use an open source plotting library called Plotly to do so.
In our first set of charts, we’ll define 3 bar charts that will go on the same plot, corresponding to the traffic differences, data from before, and data from after our cutoff point respectively.
We then tell Plotly to save an HTML file containing our interactive plot, and then we’ll display the HTML within the notebook environment.
Notice that Plotly has grouped together our bar charts based on the “group” variable that we passed to all the bar charts on the x-axis, so now we can see that the “collections” group very clearly has had the biggest difference between our two time periods.
View the code on Gist.
We get this nice plot which you can interact within the Jupyter notebook!
Next up we’ll plot a line graph showing the traffic over time for all of our groups. Similar to the one above, we’ll create three separate lines that will go on the same chart. This time, however, we do it dynamically with a “for loop”.
After we create the line graph, we can add some annotations using the Layout parameter when creating the Plotly figure.
View the code on Gist.
This produces this painful to see, but valuable chart.
From the bar chart and our line graph, we can see two separate events occurred with the “Collections” type pages which caused a loss in traffic. Unlike the uncategorized pages or the product pages, something has gone wrong with collections pages in particular.
From here we can take off our programmer hats, and put on our SEO hats and go digging for the cause of this traffic loss, now that we know that it’s the “Collections” pages which were affected the most.
During further work with this client, we narrowed down the issue to massive consolidation of category pages during the move. We helped them recreate them from the old site and linked them from a new HTML sitemap with all the pages, as they didn’t want these old pages in the main navigation.
Manually grouping pages is a valuable technique, but a lot of work if you need to work with many brands. In part three, the final part of the series, I will discuss a clever technique to group pages automatically using machine learning.
Hamlet Batista is the CEO and founder of RankSense, an agile SEO platform for online retailers and manufacturers. He can be found on Twitter @hamletbatista.
The post Using Python to recover SEO site traffic (Part two) appeared first on Search Engine Watch.
The ecommerce market is highly competitive, with thousands of small players striving to keep up with the giants like Amazon and eBay.
Still, for both leaders and followers, the web store UX stays the factor that defines who wins customers’ hearts (and purses) and who is to leave the stage.
UX stays a top priority in ecommerce as the majority of shoppers prefer convenience to a nifty look. According to Shopify, 80 percent of users admit that a poor search experience can make them leave a web store. So, a thought-out catalog navigation system is one of the crucial factors of a web store’s success.
Why faceted navigation?
Faceted search is probably the most convenient search system to date. It relies on sets of terms structured by relation (aka facets). Users mix and match options (price, color, fabric, brand, and more) to progressively narrow down the search results list until they get a short selection of relevant picks.
Apart from being convenient, the faceted search system can tell shoppers more about the products they are looking for. For example, amateur hikers looking for their first waterproof jackets will be surprised to see a variety of membrane types.
How to use faceted navigation correctly?
Like any tool, faceted navigation should be used carefully if you want to get the most of it and cause no harm to your business. So how to adjust it right? Which and how many facets to use? How to arrange them?
These six principles will help you find the answers.
1. Be relevant
For sure, facets should include only the options that shoppers bear in mind when they open a particular category. For example, the shampoo section may include hair type, hair concern, and brand. The only way to make the list of facets complete is to listen carefully to your customers.
Your search logs contain commonly search keywords, and even the messages that customers leave to the sales and support teams can give you more information about the search criteria of your target shoppers. To start, you can check the thematic filters that competitors and industry leaders use.
2. Be brief
Too few facets are not enough to narrow down the search results’ list but too many options can confuse customers. How to provide an optimal number of filters? Some web stores create groups of facets that can be collapsed/expanded and add a scrollbar within each group. Consider the example of Lookfanstastic.
3. Be convenient
Introduce a block with the selected filters and breadcrumbs. Use bold formatting to remind customers that their search results are limited by the chosen options. And don’t forget about the “Clear all” button to let shoppers quickly start the search from the beginning. One more tip to prevent generating the “No results found” pages (which is harmful to both CX and SEO) is to use AJAX to dynamically update the number of matches next to each facet.
4. Be adaptable
Use diverse types of facets: Links, sliders, checkboxes, drop-down lists, and pop-ups.
5. Combine search options wisely
There are three key types of facets combinations: Conditional (and), cumulative (or), and mutually exclusive. So, there are three rules for mixing facets that can help you show the faceted search results conveniently for shoppers.
6. Find your mix
There’s no golden rule in the faceted navigation design. The most commonly used filters include checkboxes and links for major attributes brand, size, type, a price slider, customer rating, and availability. As a good example, you can consider how New Look combines pop-ups, checkboxes, adjustable prices, and radio buttons.
The six tips above regard only customer convenience. Another major concern is SEO. Let’s see what you can do to make sure that faceted navigation doesn’t harm your search ranking.
How to apply faceted navigation without damaging SEO?
Though faceted navigation considerably improves the shopping experience, its implementation is a headache for SEO specialists. Faceted navigation can:
These problems derive from the way faceted navigation works. When a shopper selects a particular combination of options, the web store delivers the results page. So the numbers of products, options, and possible combinations altogether influence the total quantity of the results pages a shopper can see. All the potential results pages contain pretty much the same information and look almost identical for a crawler. That is why a sincere attempt to deliver relevant information to a customer can make the website look suspicious to search engines.
However, there are two countermeasures that can help you tackle the problem.
1. Use canonical tags (rel=”canonical”) to show search engines which page is the key one and which are its duplicates not deserving authority or link equity.
2. Apply “noindex” and “nofollow” tags to let search engines discover the page and follow the crawling instructions regarding the page per se and the links on it. There are two ways to get the job done.
a. You can use a special meta tag in the <head> section of the page:
<meta name=”robots” content=”noindex, nofollow”/>
This directive applies to all crawlers.
b. You can instruct crawlers to skip a particular URL using the X-Robots-Tag HTTP header.
X-Robots-Tag: noindex, nofollow
Both options above work only if the page is not blocked in robots.txt. By applying any of them, you reduce the number of indexable pages. Simply put, users don’t see these pages in Google search results and you reduce the amount of duplicate content.
Though faceted navigation is a must-have for every competitive web store, it requires time and effort to bring both convenience for customers and good positions in SERP ranking. As always, the amount of investment depends on the scale of the web store. While smaller players can go with out-of-the-box extensions, medium and large companies more often turn to custom ecommerce development services to get an ideal solution in their particular case.
Maria Marinina is a Digital Marketing Manager at Iflexion.
The post Faceted navigation in ecommerce: How it helps customers and SEO appeared first on Search Engine Watch.
Google's original breakthrough in search was placing weight on links & using them to approximate the behavior of web users.
The abstract of
Back when I got started in the search game if you wanted to rank better you simply threw more links at whatever you wanted to rank & used the anchor text you wanted to rank for. A friend (who will remain nameless here!) used to rank websites for one-word search queries in major industries without even looking at them. :D
Suffice it to say, as more people read about PageRank & learned the influence of anchor text, Google had to advance their algorithms in order to counteract efforts to manipulate them.
Over the years as Google has grown more dominant they have been able to create many other signals. Some signals might be easy to understand & explain, while signals that approximate abstract concepts (like brand) might be a bit more convoluted to understand or attempt to explain.
Google owns the most widely used web browser (Chrome) & the most popular mobile operating system (Android). Owning those gives Google unique insights to where they do not need to place as much weight on a links-driven approximation of a random web user. They can see what users actually do & model their algorithms based on that.
Google considers the user experience an important part of their ranking algorithms. That was a big part of the heavy push for making mobile responsive web designs.
On your money or your life topics Google considers the experience so important they have an acronym covering the categories (YMYL) and place greater emphasis on the reliability of the user experience.
Nobody wants to die from a junk piece of medical advice or a matching service which invites predators into their homes.
The Wall Street Journal publishes original reporting which is so influential they almost act as the missing regulator in many instances.
Last Friday the WSJ covered the business practices of Care.com, a company which counts Alphabet's Capital G as its biggest shareholder.
By Monday Care.com's stock was sliding, which led to prompt corrective actions:
To this day, Care.com's homepage states...
...in an ever so slightly darker shade of gray.
So far it appears to have worked for them.
What's your favorite color?
Semantic search is the future of advertising on Google. In fact, Google continues to change its algorithm in line with how we are searching and how it understands search user intent.
In 2017, Google reclassified exact match type keywords from the syntactic category to the semantic category.
You’ve probably heard semantic search thrown around in discussions related to SEO but most people aren’t sure how it actually works.
So it’s important that you have a good handle on how it works and how it can benefit your campaigns.
As a Google Ads advertiser, understanding match types is key if you want to benefit from semantic search. And it’s essential to craft your Google Ads’ strategy to target the right searchers.
What is semantic search?
Semantic search focuses on the meaning and intent of a users search. It focuses on the principles of language semantics and unlike other search algorithms, it is based on the context, intent, and concept of the search query.
In Google Ads, broad match keywords target semantic searches and incorporate synonyms, misspellings, stemming, plurals/singulars, and close variants. The most important of these are synonyms which are unique to broad match keywords and not other match types like the phrase and modified broad match.
Broad match seeks to uncover a wide range of searches and trigger your ads when user intent is matched.
The exact match also focuses on semantic searches but it only matches queries that have the exact intent as your keyword. So, synonyms of your keywords will not trigger your ads with an exact match keyword but will trigger misspellings, close variants, plurals/singulars, and other similar word types.
Exact match vs. Broad match queries
A keyword like flower arrangements will trigger the following searches:
Broad match: “flower arrangements”
Exact match: “flower arrangements”
So, in your PPC campaign, include a mixture of exact match and broad match keywords ideally in unique ad groups. Broad match will target long tail searches and your exact match keywords will be primarily for volume and value drivers for targeted searches that have higher demand with competitors too.
Why is it crucial for Google Ads campaigns?
Semantic search makes it possible to reach a wide range of users that you could never have otherwise reached. According to Google, 15 percentage of searches each day are queries that they have never seen before. And most of these are long tail searches that have four or more words in them.
In the case of search advertising, the long tail is very long. A single keyword could drive hundreds or thousands of different search queries that you could never find during keyword research. You can see this in your search terms report, especially if you customize columns and show the search terms next to the keywords that triggered them.
And if you don’t capture these highly specific searches that are transactional, you’ll be missing out on a big opportunity.
Understanding the intent of a long tail search is also a lot easier than a high volume, short tail search query.
For example, these two search queries represent long tail and short tail search queries, respectively:
1. Men’s clothing – A generic short-tail search term
2. Men’s clothing with free delivery – A long tail search term that’s highly targeted
How and when to use it?
In Google Ads, using semantic search is achieved by adding broad match keywords and a few exact match keywords.
Quite often, a PPC specialist setting up a new campaign will use other match types like the phrase and modified match. Reason being, broad match keywords drive a wide range of searches and can quickly waste the budget if there isn’t a comprehensive negative keyword list in place.
However, besides doing positive keyword research, you should also carry out thorough negative keyword research to identify potential keywords to block. And this is where many advertisers fail. They look for keywords to bid on, but spend very little time doing negative keyword research.
Syntactic versus semantic search
Syntactic search, on the other hand, is focused on the order of the words in a search or close variants of the specific words in that search. For example, a search term like “window glass replacement” will only trigger an ad if all three words are in the keyword you are bidding on.
And there are two match types that trigger syntactic searches, phrase and modified broad match types.
Phrase keywords are enclosed in quotation marks “window glass replacement.” The words in the search query should be in this same order for the ad to be triggered, and can have other words before and after. The ads won’t show if a word is added to the middle of the phrase.
Modified broad match keywords only trigger ads when searches include the words designated with a plus sign before them like this +window+glass+replacement. The words in the search query can be in any order.
In Google Ads, phrase and modified broad match type keywords match to syntactic searches. Using our example above, this is how you would add the keyword in the two syntactic match types:
Phrase match: “window glass replacement” (This will trigger searches such as the ones given below)
And this is a real world example found in a search terms report:
Modified broad match: +window +glass +replacement (This will trigger searches such as the ones given below)
It’s important to note that phrase, exact and modified match types target all keyword types including plurals/singulars, close variants, stemmings, and misspellings, but not synonyms.
Synonyms are reserved for broad match type keywords which capture long tail searches and use Google’s long history of deciphering the meaning of search queries.
So, don’t over-complicate your account by including minute variations of your phrase, modified broad and exact keywords. These match types expand to cover close keyword variations, acronyms, abbreviations, stemmings, plurals/singulars and accents. Focus your syntactic match types on high value and high volume searches that bring benefits of greater control over bids and ad creatives.
Mike Ncube is a Google Ads expert. He can be found on Twitter @mikencube.
The post Semantic search for Google Ads: What it is and why it matters appeared first on Search Engine Watch.
Look around you, people are either watching vlogs and video interviews or enjoying branded video content and live stream recordings. This goes to imply that video marketing is at its peak as people are engaging with video content more than ever before.
Talking about video marketing, one cannot help but mention YouTube, the platform synonymous with it. Being a video marketer, YouTube SEO needs to be at the top of your priority list.
You might be uploading stellar videos on a daily basis, but nothing matters if your videos don’t manage to get seen. After all, with 400 hours of video content being uploaded every minute, how do you ensure yours stands out and attracts viewers?
Don’t let your YouTube marketing efforts go waste. Here are eight effective ways to ensure your videos get ranked highly on YouTube and attract views.
1. Use relevant keywords
Be it Google or YouTube SEO, the first and foremost step is conducting keyword research. Start with making a list of potential keywords related to your video, it can be anything that people will use that can direct them to the video.
Next, use YouTube’s autocomplete feature to identify the popular keywords people use to search. You will be met with long-tail keyword suggestions here which prove to be a lot more accurate than the generic short-tail ones.
2. Optimize the title, description, and tags
When you are browsing videos, the first element that catches your eye is the video title, isn’t it? Not only should the video title be compelling and interesting, but it should also contain the target keyword/s. The same applies to the video description and tags that best attribute your video.
YouTube video descriptions are highly underrated. Marketers don’t realize that this space provides context and influences ranking too. While you have 5000 characters to play with, YouTube just displays the first 157 characters. So use this space wisely, infused with keywords and appropriate call-to-action words.
Another important SEO element is adding relevant tags which make your video easily discoverable.
3. Create engaging videos
Ultimately, people will watch your videos and will keep coming back for more if you upload fresh, engaging and informative content which happens to be an important ranking signal to YouTube’s algorithm.
The more compelling your videos are, the higher is the audience retention which automatically increases your chances of showing up under YouTube’s search suggestions.
In addition to the content, it is important to pay heed to the production quality too. For example, poorly lit and inaudible videos will certainly not entice viewers. So, invest efforts in enhancing the production quality of your video in order to drive views.
4. Encourage subscriptions
Managing a YouTube channel that barely has subscribers and viewers is as good as talking to a wall. Don’t stop at just uploading a video, make it work for you by reaching your target audience and encouraging them to engage with your channel and subscribe to it.
Building a strong subscriber base increases your chances of being ranked highly on YouTube because it goes to show that you have an engaged community which is a huge plus point.
Now, how do you get people to subscribe? Start with asking for it. Make it a practice to insert this call-to-action at the end of every video and include it in the video description. You must also encourage subscriptions outside of YouTube by adding a widget on your website or asking your followers to subscribe on your Facebook or Twitter pages.
5. Add compelling thumbnails
If you have been using YouTube’s auto-generated video still as the thumbnail, you need to stop being lazy and change your ways.
The thumbnail is the first visual reference your audiences get of your video which influences their decision to view it. So it needs to be compelling enough to grab their attention. Instead of settling for an auto-generated still, why not use customized thumbnails which are far more appealing?
It is a good idea to show the close-ups of human faces to strike emotional connect and the appropriate amount of text to make it click-worthy. You can also add your brand logo but make sure it doesn’t overshadow the thumbnail, given the restricted space.
6. Use the closed caption feature
You might have come across “CC” while watching videos on YouTube. CC stands for closed captions, an important YouTube SEO tool.
Closed Captions (CC) refers to the text overlay or transcription of the video. Using closed captions in videos makes it appeal to a wider audience and lets your viewers watch your video with ease irrespective of their surroundings. This leads to higher user engagement in the form of likes, comments, shares, and subscribers.
Discovery Digital Networks conducted a study and found an overall increase of 7.32 percentage in views for captioned videos.
While YouTube generates auto-captions, you rather add closed captions for search engines to accurately index. This impacts your SEO ranking.
7. Name files appropriately
It’s easy to overlook this step but the fact is that naming your video file appropriately is more important than you think. Instead of going ahead with “video_final.mp4” or “brand_filmFINAL.avi,” it is important to rename the video to include the keywords as it is an indicator to search engines about what your video file is about.
8. Be consistent
To improve your rankings and build an engaged community, you must be consistent with uploads. You need to be committed to churning out unique and relevant video content and stay at the top of your game because that is the only way you can improve engagement which in turn boosts search rankings.
Just like any other social media platform, maintain a content calendar for YouTube and ensure you reward your community with videos on a regular basis.
For more on getting videos to rank, also check out our guide on YouTube optimization. Share your thoughts in the comments below!
Marcus is the founder of Brew Interactive, an inbound digital marketing agency that specializes in marketing to the affluent audience through digital. He is also the author of the highly raved book, Social Payoff.
The post Eight tips to getting your videos ranked on YouTube in 2019 appeared first on Search Engine Watch.
There are many resources out there for digital marketers to help speed up recurring tasks, leaving more time to focus on more strategic initiatives to help grow and expand accounts.
A few of the resources and tools that are out there are scripts, Excel tools and functions, automated rules, automated bid rules, and smart bidding. Each one of these resources can be powerful tools if used in the correct way. We will walk through their benefits and some examples below.
There are a bunch of blogs and resources out there that already contain written scripts that can help solve some of your problems. Some scripts that I enjoy using are link checker, ad groups with no active text ads, negative keyword conflict checker, account checker, and auto-add negative keyword.
Excel tools & functions
Excel can be an overwhelming tool for those who are just beginning and might not have used some of the more advanced functions. Excel can be a powerful tool to help you save time performing bidding, analyzing account performance, and doing competitor analysis.
A great example of an analysis that paid search marketers find themselves doing over and over again is competitor analysis by looking at Auction insights. It can take some time to download the data and create all the charts for both brand and non-brand.
A way to speed up the analysis is with pivot tables and pivot charts, allowing you to format the data one time and just refresh it every time you want to look at what competitors are coming in and out of the auction at any given time.
Automated rules can help speed up tasks that you might do often, but scheduled automated rules and scripts tend to have some overlap in some of the functionality.
I would recommend testing both and seeing which one works best for you. Some automated rules that can be applied are pausing and activating copy, which is useful for clients that constantly have promotions; you can also set rules to activate and pause campaigns, ad groups, and keywords.
There are also rules that are more focused on performance. You can create rules to pause low-performing ads or keywords and increase or decrease budget based on performance or day of the week.
Please note: It’s important to set parameters for budget changes, or Google could continue to push budgets into a range where you are not comfortable spending.
Automated bid rules
Automated bid rules are part of Google’s automated rules; you can adjust keyword bids based on different criteria. These rules are powerful tools that should be used with lots of consideration.
Think about the adjustments that you are making daily or weekly and the steps that you go through. There might be an opportunity for you to automate those steps if your process is always the same day to day or week to week. There are a few popular bidding adjustments that you can implement, raising keywords to the top of page bid, raising keywords to the first page bid, and adjusting bids based on average position. But as you can imagine, if you gave Google the power to increase bids to the top of the page on every keyword, it could start to spend out of control.
It is important to set limits on those types of rules and consider a smaller set of keywords maybe these are your top performers or you might have launched a new product and you want to ensure that you are at the top of the page to raise brand awareness.
Another popular rule would be adjusting based on cost per conversion, allowing you to increase or decrease bids based on cost per conversion and conversion volume.
Some things to think about here are the number of conversions, average position, and impression share. You don’t want to adjust keywords that don’t have enough data, and you don’t want to continue to push keywords that are already at the top of the page. Automated bid rules are customizable so you can determine the conversion, average position, and impression share limits.
The upshot with automated marketing functions is that they’re very powerful and can save tons of time, but often have the potential to go haywire if they’re not properly set up. Use them wisely, and give yourself bandwidth to pursue more strategic initiatives which I’ll cover in future posts.
Google’s smart bidding has come a long way since enhanced CPC was introduced a few years ago. Google has introduced other bidding strategies to include maximize clicks, target impression share, target CPA, target ROAS (Return on Ad-Spend), and maximize conversions.
With these bidding strategies Google will take into account device, location, time of day, remarketing and language when pushing out bids. Google does recommend these strategies for advertisers with at least 30 conversions in the past 30 days for target CPA and 50 conversions for target ROAS.
Automated bidding is something that is best A/B tested with campaign drafts and experiments to ensure that it is the best decision for your business. In some cases, there might not be enough data to make the most data-driven decision and other bidding methods might be better for your business.
Scripts, excel tools and function, automated rules, automated bid rules, and smart bidding are a few ways that marketers can speed up their time spent on recurring analysis and focus more on strategic initiatives to help further grow accounts.
Before trying to attack all five of these tools at once, think about which tools will save you the most time and start there.
Try to start with automated strategy once a week, you’ll never know how much time you can save.
Lauren Crain is a Client Services Lead in 3Q Digital’s SMB division, 3Q Incubate.
The post Marketing automation for SEO: Five time-saving strategies appeared first on Search Engine Watch.
If there’s one thing that’s universally accepted, it’s that the results of SEO are unpredictable.
However, as more investment is made into the channel, we’re being put under increasing pressure to be performance-driven (and show the value we can drive “up front”) in the same way, our paid counterparts have been for some time.
Invariably, this means setting targets and being held accountable for whether we hit them or not. But this shouldn’t be an issue and in fact, I believe it’s completely possible, with the right caveats and education, for SEO to become a results-led channel. And ultimately, if we’re going to continue to grow in popularity (and see further investment), we need to be.
Measure the right things
For a long time, SEOs have talked about “improving keyword rankings”, with the coveted number one spot on a high traffic term, being the primary focus for many marketers. In 2019, however, this approach is myopic. I’m not ruling out rankings entirely, they still have value, but promoting the idea that a small, well-backed site, can outperform a titan like Amazon, Compare The Market, or RightMove for a competitive term, is unrealistic. Moreover, the resources required to do this could be better spent driving change elsewhere and this is why it’s important to measure the right things.
For forecasts, I typically look at three metrics: traffic, conversions, and revenue, with the former holding the most importance.
My reasoning – While you may receive a significant amount of new traffic from a high-value term, but (more often than not), the traffic will not be as qualified, lowering the “true value”. Used as a vehicle to drive wider site change, SEO. However, it should build results across your businesses search landscape as a whole and this can only really be measured through increased traffic (and from this, we can work out conversion and revenue increases).
But traffic isn’t a “clean” metric either and can be influenced through changes in the market, wider media activity, competitors, or even the weather. For this reason, many look to derive a “growth factor” or absolute increase figure from keyword gains, basing the output of expected traffic from changes in position (and the clicks received from this). This is an approach we’ll discuss shortly and certainly can give an indication of any potential performance gains, but its reliance on keyword data still provides a few flaws.
Put this into context
A key point to make with any forecast is that it is a projection, based on factors that we believe we can predict with varying degrees of certainty. Apple cannot provide an exact figure to shareholders, for the total number of new iPhones they will sell; nor can Disney foresee the specific number of tickets the next Star Wars film will sell. This context is important, given the unpredictable nature of search marketing.
I think we often lose ourselves in trying too hard to be accurate, that we miss the point of a forecast altogether, it’s an indication, not a definitive statement of growth that could be achieved, linked to the investment that is made. So it’s perfectly fine to caveat as such and represent any figures as non-binding. I personally use a “percentage certainty” score depending on my experience of rolling out specific activities (and their impact), which is often well received.
Importantly and as a key takeaway for this section, you need to put your data into perspective.
If you’re required to project the impact of a minor change perhaps to help and IT prioritize their development queue it may be more realistic to provide a percentage range instead of a specific number. So long as the methodology and your explanation of how this could come to be are logical and data-driven. Ultimately, a forecast is only as reliable as the data and the experiences of the person making it.
Projecting growth (or not)
In terms of working out the specific figures, each SEO has their own methodology, but broadly speaking, these can be grouped into three:
1. “Experience-based gut feel”
This kind of forecast draws on the expertise of the individual and can be a useful, “quick and simple” guideline for making snap decisions. The reliability of the projection is intrinsically linked to the knowledge of the person making it and shouldn’t be utilized in any official capacity or to make business-critical decisions. But this is not to say that this type of prediction isn’t valuable, it just depends on the use case and context the forecast is being made under.
2. “Ranking-focused click curves”
This uses ranking data to project an increase in keyword position over time (and the value from this). In my experience, many “off the shelf” forecasting tools use this method, which relies on modeling traffic based on click-through rates from ranking positions. More advanced studies might include competition or seasonality factors (perhaps from Google’s Keyword Planner) and may provide the output as either a total growth figure or shown by month using a compound growth rate or more complex increase curve.
3. “Traffic-based growth modeling”
This is, in my view, the most accurate way to forecast and frequently uses historic traffic data to predict the impact of not carrying out SEO activity, taking the market impact, seasonal changes, and other factors into account, and estimating projected increases from this. It’s often incredibly difficult to perfect and typically requires the help of a data scientist. But, if executed correctly, this methodology can provide a good representation of the impact your proposed activity can make.
A side note: In many scenarios, you may expect to see an increase in traffic predicted over your time period. However, SEO takes time and doesn’t often conform to the pre-set timelines of a campaign or contract. As such, it may be that a true forecast may not show immediate growth or even (if your site is following a downward trajectory) no increase at all.
The key takeaway here is that without the activity, you may be in a much worse place that you are predicted, and no growth doesn’t necessarily mean no value.
However, at their heart, each of the above methods still requires an expert to assess the types of changes you are intending to make and their impact. This must be someone with enough experience of the channel to understand how the different projects will move the needle, in the context of your site’s situation.
There’s no “official view” of how search activities will impact your performance and opinions may differ between experts. Moreover, the value of each work-stream will likely change by industry (or even by the query) and this is an important context to keep in mind when discussing targets and key performance indicators.
So far, we’ve discussed context, measurement, and methodology.
As such, in this whistle-stop tour of forecasting, it would be a missing piece not to touch on evaluating performance and targets. As I mentioned in the last section, SEO takes time and we’ve already established that it’s highly unpredictable. So, holding it to the same degree of accountability as other channels may be unhelpful. Importantly, performance needs to be a two-way and open conversation between your expert and your business (as it’s impacted by many different factors); in my experience, continuing with this approach throughout the completion of a strategy and into the evaluation process is the best way ensure you’re driving the most value from the channel.
There’s no official blueprint or road-map to SEO success and it’s highly likely you’ll try things that do not work and others that exceed expectations. Not every fluctuation in traffic or missed target (or over-achievement) for that matter is due to performance and your expert should be able to explain why this is the case. Deviations do not always mean the model is off either; remember, in an SEO forecast, you’re ultimately asking your expert to predict not only the direction of a constantly evolving algorithm but changes to market demand and the world you operate within. It’s not a coincidence that many of us become futurists!
To sum up, predicting SEO results can be very hard but is a challenge we must seek to solve if we are to take the channel to the next level within digital marketing teams. A prediction may use a data-driven methodology, but is still essentially the view of a specialist, based on their experience of the search landscape. Not all forecasts will show growth and not all targets will be hit, this shouldn’t be seen as an issue as long as the reasoning behind this can be explained.
Ric Rodriguez is an SEO Director and winner of the 2018 Drum Search Award. He can be found on Twitter @RicRodriguez_UK.
The tale of the online giants can largely be put into two boxes. The first box is the Amazons of the world — you create a landing page, the landing page ranks and you control a new sector of the market.
The second box is the online giants that don’t need SEO. This latter box is based more so on success than failure however with questions such as “well, what more could we do?” or “where’s the value in it?” the second being a particular point for brands with big budgets for their Google Ads campaigns.
Now, while these points aren’t without merit if you run the world’s biggest shampoo brand and you rank number one for the word shampoo you might wonder where else you can go.
Well, with effective CRO, SEO research, market share analysis, and technical optimization, the answer is just about anywhere.
Large scale websites online
Quite simply the scale of data available online provides bigger brands, particularly in the ecommerce industry, with so many numbers that it can at times be difficult to attribute organic search traffic to business performance without running through multiple channels of content groups, product groups, and user definitions.
However, by simplifying the data in the first instance, and therefore uniforming tracking across business, the top level statistics provide the basis of obtaining a share in new markets.
1. Content definitions on Google Analytics
Use URL or page rules to build content area data on Google Analytics — this can work right through to a product level and will tell you some key points.
Firstly, and perhaps more obviously, you’ll get to understand the areas of a website that perform better across the basic metrics. Whether it is page views, organic landings, or time on site.
Dig deeper and you’ll find highest converting pages, for ecommerce this will, of course, include values. Now, this is helpful as it will immediately identify large subsets of data on performance from the entrance to conversion, that can then be investigated for improvements.
This can also be linked with internal data to work out profit based on the target conversion rates (or missed profits where there is none).
2. Query data in the Google Search Console
The Google Analytics data should then be paired with the Google Search Console data to determine which subset of content on site is performing best in SERPs.
This again will give you top-level impression data but more so it will identify issues with the types of keywords you’re ranking for, whether these are voice first, buying terms, or position 0. What this provides, paired with the above, is an ability to understand your users (or potential users) in the research phase, therefore identifying where your business currently sits.
3. Search volume data
Now simply pair this with search volume data and seasonal trends. This will highlight any areas where search volume is high but traffic (or engagement once onsite) is low.
This might seem obvious, but large brands (in my humble experience) can sometimes fall victim of looking inwards at what they have and not always what they could have on top.
Pair monthly volume data with the average value and you’ll get an estimated value of each content segment on your site vs actual value to a business.
4. Build a data studio dashboard
Google Data Studio is going through somewhat of a revolution and all of this data can be connected to give you insight to your brand data.
Utilizing blended data layers will give you the ability to merge all of the above for auditing and highlight where changes (or additions) to online campaigns can be made for an organic benefit.
Auditing your data
1. Using your dashboard
At each point of your research and marketing planning, you would be looking at data in the account from Google Data Studio.
Using filters in the account will allow you to target subsets of data that correspond to the needs of your business.
Depending on the immediate needs the Google dashboard timeframe feature can be extremely helpful. For example, using it to identify current campaign patterns by day of the week, around television or news advertising will give you immediate feedback.
Long term attribution modeling will tell you more about how these campaigns impact your KPIs. Then, pair it with ranking and search data to know what planning should be included in your next campaign.
2. Looking at user behavior
Next, it is important to identify user behavior within the data and ask questions around whether one group of users are interacting differently with certain content groups or campaigns, if this is impacted by device type and whether you should be looking to identify in more detail specific quirks such as behavior flow through the website.
For example, if search volume for a group of search phrases is 10,000 but you only see 100 users per month on your website, losing a potential increase in business, you can audit the data to identify:
This, simply, can be merged with the data on average sales to account for potential revenues.
Search volume * organic market CTR
Potential traffic/average conversion rate * value
= Potential market value at your current site conversion rate
Of course, this is way before we even consider UX.
Conversion types: Do they differ across markets?
Finally, once you’ve captured the 32 percent of organic uses from position 1, there is a need to ensure how different users also convert (or if they’re even converting), whether search trends match these conversion types, and where the great exits before conversion are.
For example, if you capture 90 percent of a market for a specific product, but only 10 percent of market sales then there could be something wrong with any of the following:
Now by auditing this data and understanding what you lose through attributable blended data, you provide yourself with an opportunity to outline core areas to not only shape the campaign but shape the brand itself.
The power of the data should not be underestimated.
Driving change at the end of this, there is a need to highlight change and for me, that is very simple. Once you’ve identified the value of the search group, you unlock the value to the business.
If one keyword has a potential value of £10,000,000 per year and you rank page two, should you really be going after just the long tail variants? SEO in 2019 looks to be driven by Google search platforms coming into their own for marketing managers and SEO agencies. So watch this space.
Keith Hodges is an SEO Account Manager at Polaris. He can be found on Twitter @seokeith.
The post How can brands use SEO to capture new users and markets? appeared first on Search Engine Watch.
Facebook constantly expands its advertising offerings by introducing new features to accommodate advertisers in their effort to make the most out of their platform.
Whether it is creating ads that tell the brand’s story with carousel ads, immersing users in their brand’s world with Canvas or Stories ads, or cutting down the time to create creatives while at the same time tailoring the ad to the ad viewer with dynamic ads, Facebook wants to ensure that it gives advertisers the tools to drive results across its platforms.
In a world where personalization is vital to make experiences more engaging, Facebook Ads are no different. Advertisers need to customize their offering, ad copy and ad creative to ensure the best experience possible. A great experience tailored to the user’s needs hopefully equals higher engagement — or, in terms of Facebook advertising, conversions.
Tailoring your ads to your user, the manual and tedious way
One way you could promote your products to potential customers before dynamic ads were available was to create a single image or carousel image ad and guide people to specific product pages on your website.
But if you were a business with a large inventory to promote, you needed to create as many ads (creative and links to product pages) as your products. And if you wanted to tailor your ads based on where they are on the marketing funnel or the actions they performed (e.g. they viewed or added to the cart a particular product), then things could become really complicated really fast.
Dynamic ads (or dynamic product ads as they are formerly known) allow advertisers to not only automate this tedious process but also create highly personalized ads that promote products with up to date information.
Dynamic ads: The definition and requirements
Facebook dynamic ads help advertisers display the right product to the right people at the right time. Here is how this happens:
A potential customer visits your site and browses through your products. Facebook, through the Pixel, will pair products and users and ‘take notes’ on how they interacted with them. When you create a dynamic ad you can include everyone that exhibited the same behavior, bring them back to your website by displaying the very same products each user engaged with using accurate and updated information available in the product feed. This how dynamic ads can help your visitors to complete the transaction.
To be able to run dynamic ads you need to have the following in place:
How to get started with dynamic ads
Dynamic ads are a powerful offering that can be used across a variety of verticals. Currently, dynamic Facebook ads are available to businesses that sell products (ecommerce), hotel, flight, destination, and home listings.
Your business type will dictate the events (standard or custom) you need to implement. Here are the typical standard events needed for ecommerce businesses.
You can add as many events you need to align them to your funnel. Once you have the events implemented, you need to create the feed.
1. Creating a product feed
Facebook requires Facebook advertisers to list all of their products in a file following a specific format. This file is the product feed that will feed the products to your catalog. Depending on your ecommerce platform, you may need to create a data feed using a .csv, .tsv, or .xml file or a third-party feed provider to facilitate this process.
Download the data feed template and fill in the information. Here is what your feed needs to include:
Be sure to test your feed with Feed Debugger to ensure that your feed is set up correctly and fix any issues that may arise.
2. Creating a product catalog
Now, we can create a product catalog. Visit Catalog Manager in your business manager and choose the type that best describes your needs.
Name your product catalog and click on the ‘Add Products’ button to upload your product feed.
Next, choose how you will upload the data (schedule or a one-time upload) and insert the URL of your product feed.
When done, go to the ‘Diagnostics’ tab to check for any issues, if you have done so with Feed Debugger. Now, that your product catalog and product feed are all set up, we can move to the exciting part; creating the dynamic ads campaign.
3. Setting up a dynamic ads campaign
To create a dynamic ads campaign, head over to Ads Manager and choose ‘Catalog sales’ as the campaign’s objective.
At the ad set level, create a product set. The product set is a subset of your product catalog, and it contains the products that will be displayed through this campaign.
Next, in the audience section, choose ‘Define a broad audience and let Facebook optimize who sees your products’ so you can reach new people (prospecting campaign). To remarket to existing visitors, use the option “Use info from your Pixel or app to create a retargeting audience “.
Scroll down below the connections menu and click ‘Show Advanced Options’. Here are some options that let you refine your audience and exclude people who are less likely to take action, such as someone who has already visited your website or bought from you.
Next, you want to optimize for the right event type. Choose the event that you want to optimize for (View Content, Add To Cart, or Purchase) and set the conversion window to one that suits your needs.
Be sure to fill in any other information (i.e. targeting, budget, etc.) the way you usually do. Now, we will create the ad.
When choosing the ad format (single or carousel), take into account the type of images used in your product feed. Typically, landscape images will look great with the single image ad format while vertical images will look better with the carousel ad format.
Now for your ad copy, you don’t need to manually insert the product name, description, or any other product information. You can use the ‘+’ button inside each box to pull a catalog field from your product feed.
For instance, click the ‘+’ button in the text field, and select ‘Price’ from the drop-down list.
Using dynamic ads creatively
As mentioned previously, dynamic ads are currently available if you promote products, vehicle, flights, destination, or home listings. If you don’t see your business type here, don’t get discouraged as dynamic ads can be used for all verticals. Here are some examples of using dynamic ads creatively.
1. Using dynamic ads to promote your blog posts
When using dynamic ads to promote your articles, the articles serve as products, and all product info will be the article’s information. For example, the product id will be the article’s id; the product description will be the article’s description and so on. Have in mind that you don’t need to rename the product feed’s, only the contents of it.
Promoting your articles this way, allows you to save time and automate a tedious process. Plus, you can easily choose whom you will target; new or existing audience.
2. Using dynamic ads for a betting company
To use dynamic ads top promote betting services, we substitute the products for matches/games and take of advanced product feed offerings by changing product availability based on time. Since matches are time-sensitive, we need to ensure that no match would get advertised after the betting period has ended.
Although these are just two cases, dynamic ads can be used for the majority of the verticals out there.
Making the most out of your dynamic ads
Dynamic ads are a powerful tool in Facebook advertiser’s arsenal. Since its launch, new possibilities are constantly being added. Here are some possibilities that you will find interesting:
1. Customizing the appearance of your Dynamic Ads
In an endless newsfeed where a majority of the ads look the same, you should create and apply custom templates to your dynamic ads to help stand out and grab your ad viewer’s attention. Depending on the period you are advertising in you can create Christmas, Valentine’s day, Black Friday inspired templates. You can also create “evergreen” templates that include your logo and your brand’s colors.
2. Multi-language and multi-country dynamic ads
Recently, Facebook released two new features that help you target your ideal audience within a country where many languages are spoken. Creating multi-language dynamic ads is very straight forward. Set up the dynamic ads campaign the way you normally would, and use the ‘Create in Different Languages’ option.
Have in mind that this will only change the ad’s copy, not the information that comes from your product feed.
If you are promoting your products across countries that have different currencies and you need to tailor product information to the language of your audience, then you need to create additional feeds that will include currency information (one feed) and country/language information (second feed).
Both secondary feeds can be set up in your Catalog Manager. If you are targeting an international audience consider tailoring your ads to match their language. The chances are that your ads will convert better.
A secondary feed that holds information on different languages will look something like the above screenshot. You need the product id which uniquely identifies your product, then state the overrides for each country-language combination and provide the all necessary product info for each language.
For currencies, you will work similarly. Provide the product id, the country and the price in the country’s currency.
3. Using animations in dynamic ads
The slideshow dynamic ads format helps display your products to users from different angles, including close-ups, without users having to click on the ad. This way, you bring the web experience straight in the users’ NewsFeed. To create Slideshow Dynamic Ads you only need to include multiple images of the same product in the feed as opposed to only one and check the box ‘show when available’ under ‘Catalog Assets’.
Facebook Dynamic ads are a great advertising solution and should be part of your online advertising strategy. They allow you to automate ad creative creation, tailor your offering to your ad viewer and optimize for success. When done correctly, Facebook dynamic ads can help achieve your KPIs and make more bang for your buck.
If there’s one thing that is constant about social media, it’s change.
So many things influence the way we behave on social media: technology, social changes, economy, and politics. All of them are changing at a rapid speed, so you can imagine how volatile the social media world is.
This makes predicting trends for a year ahead quite difficult. However, there are tendencies that stick around and affect the industry in a major way for a long time. For example, influencer marketing has been winning the hearts of social media marketers and the pockets of consumers for a couple of years now, and the ephemeral content, even though it has been around for a while, got a significant boost with Instagram’s investments put into the Stories feature.
Considering these points, I present to you the eight social media trends of 2019. These are the tendencies that take their roots in the current cultural zeitgeist, technological development, and social platforms’ respective strategies, and are expected to take over social media this year.
1. Social listening
Social listening is not a new thing by any means, but the way we apply social listening is changing right now. In the past years, social listening was a way to manage brand mentions and reputations for big brands like Apple or Hilton. However, two things happened that altered the social media listening industry:
How did this affect social listening strategies? Well, nowadays, the new features and data sources allow going beyond basic brand monitoring. You can use social listening for social selling, SEO, and customer care to name a few.
If I’d have to point out one area where social listening could really change the current marketing landscape, I’d go with sales. Social selling is a unique tactic that gives you an opportunity to engage with people who are seeking services and products in your industry directly.
One tool in particular even added a specific feature dedicated to social selling called Awario Leads.
For now, this tactic is extremely underused, but we can expect to see more and more brands taking on social selling this year.
2. Buying on social
Social selling is one thing, but what if you could choose and order a product without even leaving the social media app?
To be fair, it’s not a new thing, Facebook already allows users to buy products from brands’ pages in their ‘Shop‘ section. They also have a Marketplace feature launched way back in 2007 which is an alternative to Craigslist, a platform where individuals can sell or exchange mostly second-hand items.
In 2019 we will see more social media companies opening up their platforms for ecommerce. It would be the next logical step for companies which already offer brands a wide range of features for advertising, like YouTube or Instagram. In fact, one of these might be already working in that direction.
Last September, The Verge reported that Instagram might be working on an ecommerce app. According to the article, the app will let users browse collections of goods from merchants that they follow and purchase them directly within the app.
Surely, the app is not an additional feature to Instagram but rather a stand-alone entity. However, this indicates Instagram’s understanding and interest in implementing e-commerce in their product (which is only natural considering that Facebook owns Instagram).
Social media data has become essential to any marketing strategy, hence social listening is on this list. However, this past year proved just how little knowledge we as a society have of the scope and impact of social media data collected on a daily basis.
Last year was marked by an array of privacy scandals, with Cambridge Analytica being the most prominent one. However, Facebook wasn’t the only one who suffered, Twitter, YouTube, and even Reddit reported at least one security breach last year.
However, let’s not diminish Facebook’s role in this regard, they seemed to have one PR nightmare after another. This probably prompted Mark Zuckerberg to make a special New Year’s resolution for 2019 to organize a series of public discussions dedicated to how Facebook influences society.
That will be only one of the initiatives dedicated to bringing more transparency into the world of social media companies. Data is one of the most important resources in social media marketing, and ethical collection, as well as unbiased evaluation of it, will be a major priority for companies this year.
Our century is marked by brands developing personalities for themselves and building relationships with their audiences. According to this study by Sprout Social, millennials are expecting more transparency from brands than politicians or friends and family. Gaining the trust of the audience will become the focus of social media platforms’ strategies.
4. Live streaming
Powered by social media algorithms, pivoting to video content has been a trend for a while now. This year, however, live streaming is the new black.
Social streaming favors in-the-moment content, another trend that has been taking over social media for a while with Instagram Stories, Snapchat, and, most recently, Facebook stories. According to this Facebook report, daily watch time for Facebook live broadcasts grew four times over the course of a year.
You can use live streaming to present a new product, change the narrative during a PR crisis, or introduce a collaboration with an influencer.
What makes live streaming so special is the ability to create space for an actual dialogue with your customer in real time. Your viewers feel like they are in the middle of a natural conversation, and you’re speaking directly to them. It wins over highly produced video content because of its authenticity, the thing every marketer is trying to accomplish.
5. Private communities
2018 saw a trend of communication migrating to private channels.
More and more interactions occur in Facebook groups and private communities rather than on public pages, which is favored both by algorithms and people (unless these people are social media managers). Moreover, social media platforms keep adding new features to simplify the curation of private groups on top of integrating messaging features in their apps.
On Instagram, turning your growing Instagram account private creates a sense of exclusivity and urgency encourages people to follow, as described in this article by the Atlantic. Private groups and accounts make you feel like a part of an exclusive community, and who doesn’t want that?
Consider creating a private community for your brand, for example, a group on Facebook or LinkedIn. This will give your users an opportunity to not just communicate with you but also with each other, which contributes to building a strong community and encouraging brand advocacy.
The most private communication channel is, of course, direct messaging. And for the last few years, brands have been engaging with customers through DMs and personal messages on social.
For now, brands are mostly using messaging apps and DMs for customer service purposes. But there’s untapped potential to create personalized, automated communication that’s even more effective than email.
This year, messaging will become a meaningful part of every social media strategy. Moreover, brands will finally embrace messenger automation. A study conducted by Relay revealed that out of 1000 trending B2B companies on Crunchbase, only 0.5 percent of the companies had a chatbot.
Chatbots could make messenger marketing the new email marketing, the open rate for messages is much higher than for emails, and messaging itself is seen as a more casual and personal way of communication.
Chatbots aren’t perfect yet, and people still prefer to converse with a human. However, as chatbots become more sophisticated and use more natural language, they will become necessary. You need to figure out which part of your marketing strategy could benefit from them.
Integrating eCommerce functions could also be beneficial for messaging apps. This is not the new idea if we remember WeChat, but it hasn’t been explored yet in the Western part of the world.
Chatbots and messaging can also be a part of a comprehensive personalization strategy. 2019 will be the year when personalization powered by AI takes over marketing.
Considering the vast amount of personal information currently available to social media companies, it has become extremely easy to obtain insights into all kinds of information about your customers. Content consumed, purchase history, clicked links, social media interactions, and even personal messages. All this and more can be used to create a laser-targeted marketing campaign just for you.
However, some consumers may feel uncomfortable with how personalization is currently implemented in marketing. Brands need to find the fine line between being helpful and outright creepy.
One way to do this would be combining personalization and other types of marketing: influencer marketing, personalizing your messaging communication (beyond using first names), and so on. Take an example from Airbnb, which uses information about your past and upcoming trips to craft personalized traveling recommendations.
8. Augmented reality (AR)
AR can be used in a plethora of ways, from creating filters dedicated to certain events to actually implementing your product in videos or photos to let customers try it on.
At its F8 developer conference last year, Facebook announced that it was testing AR ads. In your timeline, they look like ordinary Facebook Ads but with a ‘Tap to try it on’ button that lets you try products on virtually with the help of camera filters.
AR could be the solution for those who don’t like online shopping and prefer to test a product before buying. If social media platforms successfully implement this technology on a wide scale first, they will become an even more attractive platform for advertising compared to digital space.
What you need to do in 2019
As you can see, none of these trends are coming at you completely out of the blue, most of them are a logical development of social media platforms’ strategies or the way ordinary users behave on social media.
So this year, it’s time to become an early adopter and try something new, be it a social listening tool or a messenger bot. In 2019, make sure you:
You will undoubtedly see a boost in your social media ROI.
Got any unique social media strategies chalked out for 2019? Share your thoughts in the comments.
Aleh is the Founder and CMO at SEO PowerSuite and Awario. He can be found on Twitter @ab80.
Pleasure to introduce my self i am Sean Webb i am 27 years old from Manchester, UK.I am doing affiliate marketing and have spend lots of time learning how to rank easy to medium competition keywords. I have recently started PPL and Video Marketing and learning more about it.