Friday Catch-up: Most Important News and Posts about SEO and Online Marketing this Week (16)
The undisputed king of the week is finally here, bringing with it the greatest source of gossip about what is going on around the web – The Friday Catch-Up! With some big names, a few shockers and a very busy Google, this week has been quite exciting for the internet.
Google launches Dynamic Remarketing for Retailers
Google has recently announced that it will provide all its AdWords users with Google Merchant Center accounts. Although this is still a pilot program and available only to travel and education sectors, more of its use is expected to be seen later this year. Dynamic Marketing allows retailers to create beautiful, customized ads without going through the hassle of keywords. If a customer is browsing through the retailer’s site and is looking at a particular product, they will be shown a custom ad created by Google with the price of the product on other parts of the internet as well. The headline in the ad will be automatically generated by Google. The Sierra Trading post has claimed that they’ve experienced twice the number of click-through rates and five times the conversion rate since its implementation. Read More at Search Engine Watch.
Yet Another Algorithm Update by Google
Marketers are beginning to worry yet again as they believed they had seen the last of Google’s algorithm updates. A tweet by Matt Cutts however, sent everyone into frenzy when he said, “There is a multi-week rollout going on now, from next week all the way to the week after July 4th.” Reports on whether these updates are for the Panda algorithm or Payday are still vague. With 25 announced and 2 unannounced updates already made to the Panda algorithm, marketers are worried about how this update will affect their position in the search engine rankings. Read more at Search Engine Land.
Launch of Google Playground Changes the Face of Web Application Development
Google’s cloud platform was already a success among developers. The lengthy process of setting up the environment and the installation of a SDK (Software Development Kit) onto the developer’s local machine proved to be a major hassle. To curtail this problem, Google announced a browser-based coding platform which allows developers to test out bits of code without having to go throught he trouble of setup and installation. This is a huge incentive for developers looking to switch from other cloud platforms or those wanting to try one for the first time. It offers a huge amount of freedom to developers who can test out their codes on services offered by the Cloud Playground, such as the App Engine, Cloud Storage and the Cloud SQL. Read more at Tech Crunch.
Market your App through Optimization
App store optimization (ASO) is often overlooked by app developers who wonder why their apps don’t show up in app store results. ASO is what developers must keep in mind in order to make sure potential customers view and then download the app. Make sure to choose a relevant title with heavy search traffic and stick to it. Deviating from the title will not help customers remember the app and will not lead to an increase in popularity. Choose relevant keywords for its description so it shows up in search results. Read a more comprehensive guide on making your App ASO friendly at KISSmetrics.
Google’s Knowledge Graph Changes the SEO Game Yet Again
Marketers would traditionally make keyword strong, SEO friendly advertisements in order to pop up on local search results. Preference was given to relevant keywords in order to achieve as high a vertical ranking as possible. However, the horizontal Knowledge Graph that was introduced by Google now shows the results in the form of a carousel with reviews at the bottom. This has driven marketers to review their SEO strategy, focusing more on relevant and eye-catching image thumbnails. This however, is good news for local listings which would normally get buried under other global results. Read more at Search Engine Watch.
Photo-Sharing on Instagram is The New Popular Marketing Tool for Brands
People being more responsive to visual elements rather than textual ones when it comes to marketing and the phenomenal success of Instagram as a photo-sharing app, it is no surprise that brands have now dipped their toes into the photo-sharing app to market their products. Nike used the app in an innovative way which encouraged its customers to create their own designs for shoes and share them with Nike where others could see them too. Various interactive and non-interactive campaigns are being run by brands on Instagram and have been more successful than their social media counterparts. Read more at Econsultacy about how other brands such as Kellogs, Red Bull and Mercedes-Benz are using this platform to market their brands.
Driving User-Generated Content towards your Brand
Engaging content is the most important tool of internet marketing. Strategic planning regarding content is done by companies to drive more consumers towards their page. One emerging trend when it comes to well-known brands is user-generated content. In this age, consumers have access to platforms where they can express their opinions and reviews supported by images. This makes each consumer a potential broadcaster for your product. The first thing is for companies to present a call to action which would compel users to generate content such as asking to submit images, liking or sharing a page or commenting on posts. The risk of bad quality content or negative reviews is an ever-present threat. Read more at Econsultancy.
The Changing Face of Infographics
Infographics are great link building tools and marketing strategies. They became highly popular when they first arrived on the scene and many rushed to create one of their own. Recently however, they’ve been failing due to their redundancy and some basic mistakes that all creators make. The primary mistake is that they focus on the information rather than the quality. They fail to see the bloggers’ perspective that would feature their infographic and make it viral. Intricate and complex infographics teeming with information fail to engage the reader. Good ways of making sure readers read the infographic is to introduce interactive elements such as video or a quiz to the infographic and let the reader create it as they go. Read more at Search Engine Journal.
Great Google Extensions to Make Browsing Easier
The internet is full of content. Not only is there previous content for you to view, but further content which is being constantly added. It is very easy to be overwhelmed by all the information that you want to consume or remember and sifting through webpages becomes almost impossible. There are some Google extensions for its Chrome web browser that might help achieve some semblance of organization. One great extension is Pin Search for avid Pinterest users who are looking to find the source of pins on the popular pin board website. Others include StumbleUpon, RSS feed extensions and the Scrollbar of Contents which allows you to bookmark areas within long web pages. Read about other extensions at Mashable.
Content Affects B2B Decision Making
Content has generally been a marketing tool to drive consumer purchases. Recent studies however, have shown that B2B purchasers may also be making content driven purchases. Although disinterested in surface level insights and more interested in actual specifications of the products, what drives these B2B purchases is the thought behind the content. Research said that the ideology projected through the content may drive B2B sales. These may be a solution finding attitude to new problems, fresh ideas and leadership. Most content was accessed through desktop computers at work followed by notebook computers and then smart phones and tablets. Read more at Emarketer.
Underrated Google Marketing Resources
Google’s marketing resources have always received mixed reactions, especially from the SEO community whose fate is intertwined with these resources. Complaints aside, there are a few genius tools released by Google that can help marketers who are currently using Analytics, AdWords and the like. Think Insights is a goldmine of information regarding industry research and can provide you with access to important research studies. Although mostly dealing with freeware, Consumer Surveys is one of Google’s paid services. It is however, worth the money as it allows you to take surveys from consumers that are not currently in your email list. Read about other Google Resources at Moz.
Running Corporate Twitter Accounts
Corporate Twitter accounts have become one of the most common ways companies have begun to interact with their customers using social media. Corporate accounts can also go horribly wrong though. The problem is that they continue to function as an entity rather than a personality. Twitter is about conversation rather than selling. It reaches out to customers in a conversational tone rather than an action call. Corporate twitters are also engaged to share their own content. This is when they don’t fully grasp the concept of the ‘social’ in social media. Sharing consumer’s content is one of the best ways to interact with consumers. Read more ways to run corporate Twitter accounts at State of Search.
Increasing Conversion Rates
The sole purpose of every corporate website, blog or social media page is conversion. Marketers are constantly looking for online viewers that they can convert to loyal customers through their content. Although there is no sure-fire way of increasing the conversion rate, there are a few tried and tested strategies that seem to work. These include attractive and updated graphic design, engaging content, putting a picture of a human, clearer homepages, clearer call to action and others. Read a full list of 100 ways to increase conversion rate at KISSmetrics.
align=”center”>Video and Infographics of the Week
Visuals on Pinterest and Color Theories
Getting a repin is the ultimate indicator of customer approval for corporate Pinterest accounts. This stunning infographic over at MarketingProfs shows how various colors and white balance affect the viewer’s eyes and therefore opinions regarding products. It also shows the best way in which to manage their boards rather than focusing on individual pins. Since Pinterest is an image only website, the psychological effect of various colors must be taken into consideration. It was found that images with multiple colors were the most re-pinned whereas reds, oranges and browns were more popular as compared to blues.
Social Media and Online Tracking
When making an account on a social media website, did you ever pause to read the terms and agreements to see what you were agreeing to? You may have signed over your right to privacy and your unborn child according to this infographic at VentureBeat. Although mainly for advertising reasons, social media companies heavily track consumer information which they then sell to corporate accounts. This may include info on your location, your IP address, email, address and phone number. Read more about how Google, Twitter and Facebook are using your personal data.
Link Building on Social Media
This week’s White Board Friday on Moz takes up an important issue which is often overlooked by marketers. Link Building is a very important tool in SEO. Comments on social media websites or Facebook comments through plug-ins on website articles are one of the best ways to increase your online presence and build links. A great way is to add value to your comments by offering additional research information and reference links which will help editors take note of your presence and give you a relink back to your website. Post content that will capture the attention of relevant people. Tweeting while tagging your target is a good way of capturing their attention and making sure they visit the link present in their tweet. Head over to Moz to view the video or read the transcript for a more in-depth explanation of how you can earn back-links.