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Deliver a more relevant search experience

A practical guide to increase conversions, improve time-on-site- and deliver personalized experiences.



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Having Trouble Reaching Your Audience? It’s Time to Get Radically Relevant

So, you may remember not that long ago — as in, last month — I was very keen on chatbots. I got a lot of inspiration from Andrew Warner over at Mixergy, who had helped me see some things that I hadn’t understood at all about the format. Fast forward a few weeks … and
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Presenting Your Findings: How to Create Relevant and Engaging SEO Reports – Next Level

Posted by meghanpahinui

Welcome to the newest installment of our educational Next Level series! Our last episodes covered how to transform low-value content and how to track the right keywords for your local business. Today, Meghan is here to share all the juicy details to include in a truly persuasive SEO report for your clients and how you can create your own with Moz Pro. Read on and level up!


When it comes to creating useful SEO reports for clients and members of your team, it can be tough to balance the best, most relevant information to include with what they actually want to see. Essentially, you should show your clients that what you’re doing is working and getting results that positively impact their business. That being said, though, you’ll need to ask yourself what they consider progress:

  • Are they trying to generate more traffic to their site?
  • Increase overall sales?
  • Improve their rankings?
  • Are they hoping to start ranking for a specific set of keywords or break into a new market which will provide more revenue?

Regardless of their specific business goal, you’ll need to create reports which are concise, straightforward, and easy to digest to remind your clients why they’re investing in SEO and your services. If a report is too long, your client may lose interest. If a report is too short or doesn’t include the data they find most relevant, they may wonder what the heck they’re paying for!

I like to think about creating SEO reports as if I’m writing up an experiment: I have an objective or problem that I’m trying to solve, a hypothesis about what will get me to that goal and solve my problem, and a procedure to follow, all of which leads to observations that will help me benchmark my progress and set up a new goal.

In this installation of Next Level, we’ll talk about what information you should include in your SEO reports and show you what modules you can add to your Custom Report in Moz Pro to illustrate that data.

1. Determine your objective

What’s the current SEO goal and how does it align with your client’s business objectives?

The first step in any endeavor is determining what you’re setting out to achieve. You’ll want to make sure to outline your current SEO goals clearly for your client. For example, your goal may be to increase rankings for select keywords, to increase overall Search Visibility, or to generate more inbound links. Perhaps even more importantly, you’ll want to explain how these SEO goals will impact your client’s business overall.

Include tangible business objectives, such as “increase monthly revenue” or “drive more traffic to your online shop,” but don’t forget to explain why you’ve chosen these as your objectives. Simply telling a client that you’re planning to work on increasing their keyword rankings won’t help them to understand why that’s important. By outlining what you’re working towards and why, you’ll not only give direction to your report but also set your client’s expectations.

2. Form your hypothesis

Where should your efforts be focused to meet this goal?

How you plan to accomplish your client’s business goals through SEO is something that you’ll definitely want to think about when putting your SEO report together. What do you think needs to happen in order to make sure your client’s expectations and business goals are met? For example, if your client wants to increase the overall organic search traffic that comes to their site, you’ll want to focus on improving their keyword rankings.

“Okay, but how are you going to do that?” asks your client. Here’s where you can outline your plan of attack and what you think will have the most impact, like making sure that all pages have meta descriptions that are the right length, or that all pages have title tags.

Asking yourself these types of “how” questions in advance will set you up for success when you go to create your report. A clear idea of your procedure — your way forward — will make sure the most relevant information is included and doesn’t get lost among a bunch of data irrelevant to your current goal. Taking the time early on to outline your next steps will help you stay on track and create concise, easy-to-digest reports.

SEO can be confusing, which is probably why your client hired you! Make sure you explain what you’re planning to do, how you plan to do it, and why. This will keep your client from feeling out of the loop and asking themselves questions like “What am I looking at? Is this really helping me?”

A transparent, informative explanation can be as simple as this:

“I’m working on making sure all your pages have relevant meta descriptions so searchers are better able to determine if your site is what they’re looking for in SERPs. This will help improve your overall click-through rate, which should help increase traffic to your site.”

If you can weave your goals directly into the explanation of what you’re doing and how, all the better!

3. Outline your procedure

What have you already done to work towards meeting this goal?

Time to show off what you’ve completed so far! Here, you’ll include SEO goals you’ve already achieved, like fixed missing descriptions, resolved issues with 404 pages on the site, pages which have been optimized for target keywords, etc. People like to see evidence that their investments are paying off, so take care to remind your client what they’re paying you to do, and create a detailed report to show just how effective you’ve been already.

The Moz Pro Custom Report tool comes in handy for this type of reporting, as well as the “Observations” portion we’ll talk about in just a bit. You can use the handy visuals in Custom Reports modules to illustrate what you’ve been working on and outline what you plan to attack next.

4. Record your observations

The “Observations” portion of your report is your place to show real, tangible data to your client. You’ve outlined what you’re doing to help them achieve their current SEO goal, and now it’s time to show them the results of your labor.

Keyword performance

The idea here is pretty straightforward: show your client which of their keywords have improved in the rankings, and how their Search Visibility has changed since the last report. For transparency, you may also want to include some info about the keywords that didn’t do as well — now would be a good time to tell your client how you plan to tackle those low-performing keywords!

You may also want to display how your client is ranking compared to their main competitors and call out specific instances of improvement.

Here’s an example:

“Although the rank dropped for 5 of your target keywords, your overall Search Visibility is up by 7%, and you’re ranking higher than your competitors for all 5 of those keywords.”

It’s important to keep your client’s expectations grounded by reminding them that fluctuation in keyword rankings from week to week is pretty normal, and comparing rankings over a longer period of time is often more representative of true performance.

Page optimization

A great way to add in more detail about keyword rankings to your Custom Report is with Page Optimization modules. The Page Optimization tool allows you to pair a specific page on the site you’re tracking with a target keyword to see a report of how well-optimized that page is for that keyword. This is especially useful if your client has a specific set of keywords they need to be ranking for. The Page Optimization tool makes suggestions as to what you can do to improve your chances of ranking, and will show you what you’re already doing that’s helping your client rank where they are now! When you add Page Optimization modules to your report, they can illustrate not only improvements you’ve made to certain pages and how rankings have changed for those keyword/URL pairs, but they can also highlight pages you’re not already working on that may be good opportunities for optimization.

Inbound traffic

Showing your client that more people are heading to their site is a straightforward way to show off the progress you’ve made. If you can, be sure to point out where you think the increase in traffic is coming from, whether it’s from higher keyword rankings, new backlink generation, or other factors related to the work you’ve done.

Link generation

If one of your goals is to generate more backlinks for your client, you’ll want to show them what you’ve accomplished. Be honest about the types of links you’re looking to acquire. For example, if you’re interested in quality over quantity and are focusing your efforts on acquiring links from sites with high MozRank and MozTrust, make sure you let your client know that, and explain what effect it could have on their backlink profile. Will your strategy earn them more links overall, or higher quality links — and which is better for their business? Explain why your goal is the best plan of attack for achieving their overall business goals.

Site crawl

Adding in Site Crawl modules to your Custom Report can effectively illustrate what you’ve been working on with regards to your client’s site specifically. For example, if you’ve focused on redirecting 404 pages to live, active pages, you could show them a graph illustrating the decrease over time in pages returning this type of error. Perhaps you have been working on cleaning up redirect chains, reviewing meta noindex tags, or editing pages with thin content. All of these things can be outlined so you can demonstrate your progress in your Custom Report using Site Crawl modules. You can also use these modules to show your client how their site has improved — e.g., by showing them a steady number of pages crawled each week alongside declining rates of on-site issues like 404 pages and thin content — and highlight areas of their site you think may still need some work.

5. Draw your conclusions

What’s next?

Once you’ve laid out what you’re working on, why, and how it’s impacting your client’s business so far, you’ll want to outline what they can expect to see next. Let them know what your next course of action is and what you think is working (or not working) so they can be prepared for your next report. If you’re planning to work on optimizing pages for keywords that aren’t ranking currently, or if you’re planning to go after some link-building opportunities, make sure they’re aware!

Perform a final review

Finally, before sending your brand-new report out to your client, make sure to review it one last time to confirm that it’s telling the right story.

  • Does it properly illustrate what you’re working on and how that’s positively impacting their overall business goals?
  • Does it use language which is easy to understand and that your client will care about?

Not everyone is an SEO wiz, so it’s important to make sure the report you’re presenting is easily comprehended. For example, if you’ve illustrated that their overall search visibility has gone up, will they understand that jargon and what it means? If not, have you made sure to explain what it is and why it’s important? Try to view the report from your client’s point of view and see if you’re able to find the true value in the data you’re presenting. Taking this extra step can really help solidify your report and make sure it’s the best representation of your work.

Schedule your report to auto-send

Within the Custom Reports section of Moz Pro, you can set up your shiny new report to be emailed weekly or monthly to help keep your clients up-to-date on how things are going. You can also choose to email the report directly to anyone who might have a stake in seeing the results of your SEO efforts, such as colleagues or stakeholders.

The most important thing is to make sure your clients know what they are paying for! They want to see tangible results that are applicable to their business specifically. A well-crafted, intentional SEO report will both make your job easier and help your client rest easy knowing their investment is paying off.

If you’re ready to dive in and start creating your own shiny new Custom Report, be sure to sign up for a 30-day free trial of Moz Pro:

Start your free month now!

If you find you need more help getting started with your own report, be sure to check out our page all about Custom Reports on the Help Hub.

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Google brings back emojis in the search results snippets for relevant queries

Google has brought back displaying emojis in the search results when the query thinks it is relevant.

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7 Ideas for Keeping Your Brand’s Content Marketing Fresh & Relevant

 

vegetable dish

Have you ever opened the fridge and realized that all of the produce that you painstakingly picked out at the farmers market had gone bad? Maybe there were a few items that were salvageable but the rest had to be tossed. You wouldn’t want to serve your guests a rotten ratatouille would you?

Today’s content marketers should be using only the freshest of ingredients (tactics) to keep their audience engaged and coming back for seconds.

Keeping an online audience engaged is getting harder and harder. They are constantly bombarded with an overwhelming amount of content which makes it very difficult to hold their attention. In fact, the Statistic Brain Research Institute found that the average attention span in 2015 is 8.25 seconds and only 4% of page views on the internet last longer than 10 minutes. Remember that blog post it took you 3 hours to write? Chances are your customers are speed reading and moving on.

However, there are steps that you can take to keep your content marketing fresh, interesting and innovative for your audience. In today’s market, Content marketing can take on many different forms and be published on a variety of platforms. The possibilities are nearly limitless.

Below are some of the ideas for how you can keep your content marketing program fresh and delicious. Bon apetite!

#1 – Study the Works of Other “Chefs”

Today’s foodies love everything from Indian street food, to fine French dining. What has become even more popular over the past few years is the concept of food fusion, which takes notes from different types of cuisines and mashes them together to produce the best possible dishes.

In order to create these tasty recipes, chefs had to go outside of their base knowledge of a particular cuisine and incorporate ideas from other cultures.

It can be easy to fall into a routine of strictly following what other marketers in your industry are doing to help determine your content marketing strategy.

Instead, look for innovative ideas that are outside of your industry and may not even be a part of marketing. For example, take a look at your personal email inbox, is there anything that caught your eye as a consumer or that you found to be an interesting concept? Use these ideas that you find in other industries to fuel your content marketing ideas.

#2 – Ditch the Recipe Book & Try Something New

Some of my best dishes have come from throwing together ingredients that I thought went well together. Other times I have been left with an inedible goopy mess. But at least I knew not to do it again.

Believe it or not, failure can be a good thing. Why? Because if you failed, that means that you made an attempt. One of the worst things you can do as a marketer is to remain stagnant and keep executing on the same old safe, tried and true digital marketing tactics.

Now that doesn’t mean that you should just go chasing after any idea. You should still be mindful of your approach and determine what it is that you expect to get out of it.

#3 – Mother Sauces Require Key Ingredients

You can’t make a bechamel sauce without butter and a hollandaise without lemon just isn’t quite right. While there are variations of these mother sauces, there are core ingredients that bring them together and make your tastebuds sing.

One of the most overlooked opportunities for marketing is combining your different digital teams (either internal or external). The convergence of search, social and content is not a new concept. However, there is a big difference between creating an integrated digital marketing strategy, and getting your different teams together to collaborate.

It doesn’t matter if you have a large team, a small team or are working with an outside digital marketing agency, there is always an opportunity to collaborate. This approach will help each team understand what it is that the other is working on and can lead to some creative brainstorming for content marketing solutions.

#4 – Small Touches Create a Better Diner Experience

Personally, I eat just as much with my eyes as I do with my mouth. There is almost no replacement for a beautiful plate of food that tastes equally delicious. The perfect combination of ambiance, a beautiful table, good parking and alluring food can create a truly epic dining experience.

Similarly, you should always use content marketing to create a good customer experience.

This means:

  • Create Content for Need: Does your content marketing program help solve a business problem or meet a customer need?
  • Optimize for Device: Can your customers access your website, blog and any other assets both on desktop and a mobile device?
  • Incorporate Storytelling: Connect customers to your content by incorporating storytelling into your strategy.

#5 – Do Your Customers Like Their Steak Rare, Medium or Well Done?

Let’s pretend that you went out to the nicest steak restaurant in town and everyone in your party ordered a nice juicy steak. Now imagine that the server assumed that everyone at the table wanted their steak well done without asking? Chances are, there would be some pretty unhappy people at the table.

Many companies are afraid of asking current customers simple questions about the helpfulness of their content. There is the fear of negative feedback or that the customer will decide that they no longer want to do business with you.

Instead of being fearful, consider this an opportunity to improve your marketing program by better providing your customers what they need. They’ll also appreciate your willingness to hear what they have to say. Ultimately, this temperature check will tell you what you’re doing well (and need to do more of) as well as opportunities for improvement for content.

You can either contact customers directly and ask them or survey your community at large through email, social media or other means.

#6 – Add Your Own Flair

Part of what makes celebrity chefs so great is that you get to experience “what they’re really like” simply by tuning in to the Food Network or Cooking channel. In all fairness, their cooking chops is largely what got them to where they are today, but their personalities are what have made them celebrities.

Few brands are able to inject the proper amount of personality and authority into their content marketing. Often, brands are fearful of towing the line and offending the audience. Always err on the side of professionalism but don’t be afraid to use humor, personality and wit where appropriate.

Another option is to provide your audience with a “behind the scenes” look at your organization. This can be accomplished through “candid” videos, images shared on social media and contributions from team members from across the organization on their experience working with the company.

#7 – Throw Spaghetti at the Wall & See What Sticks

While you want your noodles al-dente, crunchy just won’t cut it. Sometimes the only way to tell if they’re good is to throw them at the wall and see if they stick.

The same can be said for creative content marketing brainstorms. It’s better to throw in a bunch of ideas and see which ones end up sticking.

To keep your content marketing fresh, consider adding some impromptu brainstorming sessions when needed. Consider inviting team members outside of the marketing department for a fresh set of eyes, ears and brains.

Provide the team an overview of what you’re hoping to accomplish as well as any relevant information about the target audience. Then, set them loose. Truthfully, you won’t use every idea that is concocted during your session, but there is always something useful that comes out of a brainstorm. Even if it’s just inspiration.

Are You Hungry to Innovate Your Content Marketing Program?

I don’t know about you, but this blog post is making me incredibly hungry. If you’re stuck in a content marketing rut, hopefully this post has helped you think of some different ways that you can innovate your marketing, without getting egg on your face.

What have you found to be the best way to get your creative content marketing juices flowing?

Image: Shutterstock


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7 Ideas for Keeping Your Brand’s Content Marketing Fresh & Relevant | http://www.toprankblog.com

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LinkedIn’s New “Galene” Search Platform Offers Broader, More Relevant & Faster Results

Last week, Linkedin announced it had rolled out a newly upgraded search platform Galene, designed to offer broader searches and more relevant results that are now delivered twice as fast. According to the announcement, LinkedIn began building Galene more than a year ago, and is now leveraging it to…



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Relevant keywords will bring you more customers

Author (displayed on the page): 

Although it may seem easy, identifying new content to generate for your site can be harder than it looks, especially when your aim is for current, eye-catching and niche-related content – It’s all about finding out what your audience wants to see. There are a number of tools available that can be used to gain creative thoughts, guide you to potential content that people want to read on your site, and help you identify the relevant keywords for your niche.

One of the more helpful tools for getting insight into your audience’s thoughts is Wordtracker’s Keyword Tool, It reveals high-performing keywords in minutes, which can help you understand your market, grow your business, and discover profitable new market niches.

Wildcard

Once you’re using the tool you can then utilize a feature called the ‘wildcard.’

What does the wildcard do? It dramatically increases the amount of potentially relevant keywords you can get back with the minimum of effort.

How does it work? Here’s a quick example -

Type into the tool “how * spanish” Make sure you’ve chosen the territory you want to research (Global gives a great overview of the whole database) and have ‘keywords in any order’ selected. This gives you the widest set of results available. Checking ‘plurals’ is handy too, then you’re good to go. Hit ‘search.’

This example shows you subjects not just within the Spanish niche, but searching “how” and “spanish” the wildcard is able to find the middle man and display the terms that may have potential. This first result appears to have a high search volume and low competition – a perfect gap in the market and what customers actually want.

Are you a crammer?

The Keyword Tool allows you to enter more than one search term at a time, once you have you’ll be provided with 2000 keyword results, which are selected on the seed terms you search.

Feedback from Customer Support team, has lead us to discover that our customers sometimes have the temptation to cram all their seed words into a single search box to save time. The problem is, if you’re searching for “gold” and other terms within your niche, then you decide to search “flights,” your search results won’t appear accurate, as they are not focused on the one niche. So, by searching keywords that are not within the same niche, you’ll be costing yourself more time and effort as your results won’t display their actual performance within a miscellaneous keyword search list.

That’s why it’s important to be aware of the seed words you’re listing – remember to make sure they are focused, closely related and within the same niche. Avoiding popular terms, for example “iPad” and less popular terms like “furniture” within the same list.

Apple or Apple?

When searching in the tool, you need to specify your searches, as it’s easy to make the typical assumption that the Keyword Tool will understand the context (topic/product/service) of a keyword that you are searching for. For example, if a fruit seller searches for “apple,” to him he means apple the fruit, whereas to others the brand automatically springs to mind. Here are the results for “apple” -

To avoid this, Mr fruit seller will want to exclude irrelevant terms from his list. He can do so by doing this -

Once the unwanted terms are eliminated the search terms will look like this -

This technique ensures that your lists are on the right track from an early stage and you’re freed from irrelevant keywords.

This will also uncover hidden keywords with potential, that were initially lower down the list, but have been boosted up into the 2000 searches, as the unrelated keywords no longer appear within the results.

Search & Save

Once you begin your seed search, you can then use the Keyword Tool feature to ‘search and save’ particular results. So, If you encounter a search result that interests you, click the “search” link next to the term, followed by ‘search and save.’ You’ll then be able to save the results to an existing project and list, or create new ones really easily. In this example you can see it is saved to “Spanish lessons online” but you can change that in a keystroke.

You’ll then have another list added, that can be found saved to your project.

The feature enables you to save searches as you go, allowing you to go back to them at your convenience to sort through those added keyword lists.

Now you know that…

Using a combination of your own insight into your industry and the features outlined above, you’ll begin to identify the most relevant (and popular) keywords within your niche – quickly and easily excluding off-topic terms right from the start.

The key point to remember is, by using Wordtracker’s Keyword Tool, you’ll be able to build and expand keyword lists, whilst keeping them highly focused. Sign up for a free 7-day trial of our Keywords Tool to kick start your seed searching success today!

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Mobile Marketing: Providing relevant content dynamically

According to the MarketingSherpa 2012 Mobile Marketing Benchmark Report, only 11% of surveyed marketers reported planning on using dynamically personalized mobile content to improve relevance and engagement. This could be a great oversight on the part of marketers active in the mobile marketing channel. Read on to learn how predictive analytics could help your campaign, and to see the value in dynamic content through an email case study.
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Marketing Video: How to deliver relevant marketing based on different personality types

At B2B Summit 2012, keynote Sally Hogshead was insightful and inspiring. We asked her a few questions following her keynote to help the MarketingSherpa blog audience understand how to market to different personality types. Watch the video for her answers.
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Digital Marketing: Be relevant, data-driven and precise

Technology has brought changes to digital marketing as prospects and customers are now educating themselves on your product or service. Learn 3 precision marketing insights you can use to gain an advantage.
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