Jan 31, 2022
In General Discussions
At one time, artificial intelligence, data-driven marketing and voice search engine optimization (VSEO) were ambitious concepts bordering on the ridiculous. Today, these are some of the top digitalmarketing trends. And why wouldn’t they be? After all, if your business intends to remain competitive in this crowded online landscape, you must adapt to the latest innovations. In this article, we’ll go over the 38 most important digital marketing trends you can't ignore this year because they will help your business not just survive, but thrive in this age of never-ending marketing changes. 1. Digital Changes in Consumer Behavior Are Here to Stay McKinseyfound that the pandemic accelerated ecommerce adoption by 10 years in just 3 months. In fact, 60% of companies across sectors witnessed new buying behaviors over this past year. The time to pivot and keep up with the demand for quick and easy onlineordering, curbside pickup, and contactless delivery has passed. Now, companies are looking to build security and resilience for the future. IBM’s most recent Institute for Business Value report finds that transitioning to more resilient infrastructure is a priority for 52% of retail brands, alongside deploying contactless mobile payments (47%) and creating more robust digital selling platforms (45%). There’s no point in waiting for a return to “normal” and, according to research from my company, vaccine and re-opening are already driving new onlinesearchopportunities. Plans you had put in motion (or shelved as low priority) prior to the pandemic must be re-evaluated and reprioritized. Put it all on the table – timelines, budget, scope, and order of priority. Some initiatives may need to be accelerated and others entirely scrapped. Plan now for where you want to be five years post-COVID – not where you thought the organization would be by now before it ever happened. 2. Tell a real story Storytelling is always key for brand marketing. But when it comes to selling your product in the modern landscape, consumers are tired of just hearing about how you, the brand, believe your goods or services are better than the competition. They want to know how have you delivered on your promises in a way that has lived up to their needs and expectations. This doesn’t mean brands should take a step back and let their reviews do the talking. Rather, your marketing should shift its focus to storytelling—don’t just tell the consumer the benefits of their product or why it’s better than their competitors, businesses should show through stories and customer testimonials how the product or service can help to solve a specific problem. It might not result in direct sales, but it’s a great way to put your brand front-and-center in the minds of consumers who are considering a specificissue. That way, when they face that issue you’ll be the first one they turn to. 3. Conversational Marketing With all that talk about chat bots, the reality of modern marketing becomes clear: it’s moreconversational than ever. People want it that way, and so brands are reacting accordingly. When consumers have a question, 82% want an “immediate” response. Conversationalmarketing facilitates a personal, instant connection between marketers and customers: Unliketraditionalstrategies, this form of marketing is now available across multiplechannels, allowing brands to meet customers on their terms: on the devices, platforms and time schedules that suit the customer best. David Cancel, founder and CEO of Drift, explains: “Today’s buyers expect to find what they’re looking for now, not later….[And in] the way people prefer to communicate.” In fact, Drift has found that 41.3% of consumers use conversational marketing tools for purchases. Some methods companies use to execute a conversational marketing strategy include: · Chatbots · Personalized videos · Personalized emails · Virtual selling assistants One example of a company that benefited from conversational marketing is ThoughtSpot, which, after its implementation, saw 10X more sales conversations, 70% more marketing qualified leads, and 64% more meetings booked: 4. Marketers get more strategic. As automation, artificial intelligence and machine learning take away a lot of the grunt work of digital marketing, marketers must become more strategic. The options in digital marketing continue to grow. Recommendation: Marketers need to think strategically to focus on what really drives their business growth. 5. Social Media Stories Since Snapchat first pioneered the idea years ago, social media stories have been red hot. Instagram would be the next to jump on the bandwagon, followed by other big platforms like Facebook, YouTube, and even Twitter. At this point, it’s safe to say that stories are more than a digital marketing trend. They’re here to stay and can be expected to increase in popularity over 2022 and beyond. Stories differ from traditional social media posts in that they’re only available for 24 hours. That makes them a perfect avenue for individuals and businesses alike to share rawer, more genuine posts more frequently with those who’d like to see them. Effective ways top brands have been leveraging stories to reach their audiences include: · Experimenting with live video. · Reaching out to specific geographic audiences by using geofilters and location tags. · Encourage consumers to act on timely offers via powerful calls to action. · Gathering data in a fun, casual way with polls. In 2022, morebrands will be looking for ways to drive customer relationships and cultivate authentic connections via story-like features across all the big platforms. Make sure yours is among them, and it will be tough to go wrong.
Jan 29, 2022
In General Discussions
How Does An Algorithm Update Impact Seo? Even though small changes happen all the time, core changes can really impact SEO results – and the performance of web pages. Unfortunately, that means that all of the energy and resources you’ve put into your website until now could be for nothing if you don’t understand and tailor to the latest algorithm updates. Core updates can change the ranking signals that Google uses in their search algorithm. For example, an update could eliminate the otherwise positive impact of a ranking signal targeted by your website. Occasionally core updates even penalize websites. For example, the Panda update imposed an automatic and algorithmic penalty on websites with thin content. Some updates even totally restructure the SERP’s layout, since they can add, remove and modify alternative listings in Google’s SERPs. If you notice a change in your web page’s search engine ranking, placement, or traffic, it could be that a recent google algorithm update is to blame. That’s why it’s important to keep your eyes open for news of any updates, and take the time to read about and understand them so that you can take additional measures. Google is always evolving its algorithm to ensure it is surfacing the most accurate, relevant, and secure pages for its users. And each year, it seems to introduce more and more updates per year. Knowing what sort of updates have taken place will help you to stay in line with SEO best practices, improve your rankings, and also understand any reasons behind performance shifts. 1. Passage ranking update (February 2021) With the passage ranking update, Google can now use artificial intelligence to index not only web pages, but individual passages (paragraphs, sentences) from those pages. This means that specific passages can show up as the featured snippet. The aim is to quickly answer very specific queries, instead of making the user comb through the relevant web page to find it. Using the example below, Google explains that it can now understand that the passage from the page (B) better answers the query than the result on the (A). “In this case, our systems were able to highlight a featured snippet, but this improvement applies to how we rank web pages overall.” The takeaway here is not to optimize your posts for passage ranking, but rather to: · Target long-tail keywords. · Provide in-depth, high-quality content on the topic. · Structure your webpage content correctly to make indexing easier for Googlebot. · November 2021 Google updates and dates of significant SERP turbulence: November Core Update, November 17th 2021: Google has just announced a broad core algorithm update has started to roll out. It will take around two weeks to be completed. Their advice for recovery is in Google’s blog post on core updates. Spam Update, November 3-8th 2021: Google started rolling out an update to their spam fighting systems on November 3rd which finished rolling out 8 days later. In their announcement Google directed users to their basic webmaster guidelines. Currently we have not seen any major impacts of this update on the SERPs that MHC monitors. Google July 2021 core update Over June and July 2021, Google launched two core updates back-to-back. Before this, the last core update was in December of 2020. As is typical of the core updates, the July 2021 core update was a comprehensive update that changed the whole algorithm slightly, but not any single function specifically. The July 2021 core update rolled out over twelve days, from July 1st to the 12th. Websites that saw their rankings change during that time may attribute this change to the new core update. If your rankings were negatively impacted, you could always review our SEO best practices. Google June 2021 core update The June 2021 core update was the first of two back-to-back monthly updates that Google rolled out midway through 2021. Google decided to release two separate updates because some of the core updates they planned to roll out weren’t ready in June 2021. Like other Google core updates, the June 2021 update was comprehensive and wide-reaching. It’s likely many sites felt the impact of this update in the form of an impacted SEO ranking. If your site was impacted by this update, we recommend reviewing Google’s best practices advice to improve your ranking. Google Page Experience Update (May 2021) The Google Page Experience Update is revolutionary in the history of Google updates as Google gave us the information about the update LONG in advance. After May of 2021, Google began to officially count user experience as a metric by which they rank websites. How does Google determine user experience on your site? Several factors are included under the umbrella of “Core Web Vitals.” Factors that the Google algorithm will consider when judging how user-friendly a web page include…