KrISS feed 8 - A simple and smart (or stupid) feed reader. By Tontof
  • Sunday 21 April 2019 - 10:32

    Google announced changes to Android that may affect it’s search and browser dominance in Europe. Every Android user in Europe will soon be asked to make a choice of what browser and search service the users wishes to use. Impact to Search Marketing The update will be rolling out over the coming weeks. It will impact current and new Android device users. It may be useful to follow European user trends. Significant changes may impact how search marketing from PPC to organic search is conducted. That said, there is reason to believe that Google’s implementation of the choice prompt is […]

    The post Android Update Impact on European Search Marketing by @martinibuster appeared first on Search Engine Journal.

  • Sunday 21 April 2019 - 08:10
    Gérer un grand site d’e-commerce est très prenant. L’un des aspects les plus importants de la gestion d’un site d’e-commerce consiste à obtenir et à maintenir un taux de conversion élevé. Pour cela beaucoup d’outils peuvent vous aider à améliorer

    [[ This is a content summary only. Visit my website for full links, other content, and more! ]]
  • Saturday 20 April 2019 - 10:43
  • Saturday 20 April 2019 - 02:00

    Waiting is a pain and the tolerance threshold has become increasingly thinner as the demand for instant gratification has crept into every aspect of consumers lives. Waiting for a website to load is no different than standing in line. Slow page load time dramatically increases the website bounce rate – a 4-second delay in page response results in a 25% abandonment rate.

    Page speed optimization also supports your page’s search ranking. Google penalizes page search rankings if there’s any indication of poor user experience, including slow page load time. Therefore, faster sites get an SEO boost and the higher your site is on Google, the more organic traffic it will get. 

    “Today’s consumers demand a fast, engaging and secure online shopping environment when searching for a product online. We see a direct relationship between online revenues and site performance and therefore, we have to ensure our site performs well and loads fast,” said Michael Cooper,Vice President and General Manager, HomeDepot.com. Site performance remains a major factor for keeping visitors coming back to a retail site. Online shoppers demand – and expect – quality site performance which is a requirement for optimal online success.

    Home Depot_Site Performance_Get Elastic

    Improving page load time by even a few seconds can make a huge impact on your business. 

    Amazon, Yahoo, Google, Walmart, and Mozilla are good examples of businesses where a difference of just milliseconds can have a dramatic effect:

    • Amazon calculated that page load slowdown of just one second could cost the marketplace $1.6 billion in sales each year. 
    • Walmart and Amazon both saw a 1 percent increase in revenue for every 100 milliseconds of improved page speed. 
    • Yahoo saw a 9 percent increase in traffic for every 400 milliseconds of page speed improvement. 
    • Google loses 20 percent of itstraffic for each additional 100 milliseconds it takes for a page to load. 
    • Mozilla saw 60 million more downloads per year by making their page 2.2 seconds faster

    You are not only losing money because of slow page load time, but a slow page can also damage your brand’s reputation. In one study, 66 percent of customers said website performance influences their impression of the company and 33 percent of customers have a negative impression of a company with a poor performing website. Always consider the customer’s point of view when planning your page. Placing your customer’s needs first is absolutely the best thing you can do for your business. 

    Page speed can either make or break the user experience; here are three ways to improve page speed optimization:

    Compress Images 

    Back in 1995,the average page was 14.1 KB in size. Today the average page size is more than 2 MB. Images comprise more than 60 percent of a page’s size. To reduce the page size of your site, it’s important that you compress your images before uploading them to your site. Try using a plugin to reduce the file size of jpegs and pngs, which will help remove any extraneous metadata that might be taking up unneeded space. Reducing them also reduces the visual quality of the image, so you have to be careful not to run yourself over. Don’t put too many images or upload huge image files as they can take longer to load for users. Videos can be hosted off your website on sites like YouTube or Vimeo, but there is still a load time factor to consider. As it turns out, a page can actually earn top rankings without a lot of written content on the page. A first-rate user experience, combined with some mark-up that tells crawlers what is on the page, can absolutely help you rank well.

    Hosting Platform 

    The hosting provider you choose will have a major impact on website speed. Choose a hosting platform that is designed to deliver lightning fast results with the various common website speed issues in mind. Certain factors need to be consider when selecting a hosting platform for ecommerce. They Include:

    • A plan that offers automatic Secure Socket Layer (SSL) protections; and opt for HTTPS, which is more secure than the conventional HTTP
    • A web host that is capable of handling high order volumes
    • Host database strength should also be considered

    Content Delivery Network (CDN) 

    The geographic location of a site visitor can impact how fast your site’s content reaches them. A CDN is a proven way to get lightning fast loading results by reducing bandwidth usage. CDNs provide a shorter connection distance from the server to the source, resulting in faster page load time. Make use of blazingly fast CDN that stores your site’s content globally for faster load times.

    Content Delivery Network_CDN_Get Elastic

    You need to have an idea of how fast your site loads. A good speed should be about 2 to 3 seconds per page. This technically implies thatyou would want to get it down to less than 1 second for your loading speed.

    However, if your site takes more than three seconds to load, you might want to test what your site’s speed is with online tools such as PingdomGoogle’s PageSpeed Insight or Bitcatcha. These tools will give you an idea of where you’re at in terms of speed.

    The post Ecommerce challenge: Page speed optimization appeared first on Get Elastic Ecommerce Blog.

  • Friday 19 April 2019 - 22:33
  • Friday 19 April 2019 - 22:26

    Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web...

  • Friday 19 April 2019 - 20:28

    by Robert Clough



    Bogged down by dense SEO guides and high-level tips from experts? Never fear! Here's a simple explanation of SEO and how to get started.

    fastseo.jpg

    In this post, you'll get some quick tips and easy-to-understand advice that will reveal:

    • What SEO is
    • Why you need SEO for your website
    • Quick SEO tips for beginners

    ...so that you can get started with SEO fast! Keep reading to learn more. 

    Why SEO?

    In order to understand why you need SEO, you probably should first learn exactly what SEO is. 

    SEO stands for Search Engine Optimization and, put plainly, it helps to organically place your website at a higher ranking in search engines. The higher your website ranks when people do a keyword search in Google, for example, the more likely it is that people will actually visit your page. 

    And you definitely want people to visit your site, right? Of course! 

    According to InternetLiveStats, over 3.5 billion internet searches occur each day. So if you're not ranking high, you're missing out on a major opportunity for website traffic. 

    What's more, the higher your page ranks in Search Engine Results Pages (SERPs), the more clicks your site will get. 

    But how do you rank high in search engines? Here's an introduction to SEO...

    SEO Step-by-Step: Learn SEO Fast!

    Here are four simple SEO tips to get your website in good shape:

    1. Make sure your site is visible. In order to make sure that search engines are able to find your website, you're first going to want to make sure that your site is visible to them.

      For example, if your site is on WordPress, check the back end of your settings to make sure that you've unchecked the box that discourages search engines from indexing your site. 

    2. Make the URL of each subpage SEO-friendly. Many website owners forget that their pages' URLs default to a strange sequence of numbers, symbols and letters. 

      Instead, make each URL keyword-rich. 

      For example, change the text in the URL from something like, "http://www.mypage.com/subhead/xyz" to "http://www.mypage.com/SEO-tips-for-beginners".

    3. Create quality content. Google has little worker bees (or bots) that scour the web for the best content. They then rank the content for quality.

      You guessed it. The top quality content gets bumped to the top of Google's search results.

      In order to make sure that your website's content is up-to-par, you'll want to not only make sure that your site has some good stuff, but also a lot of it (posted regularly).

      Make sure your site is trustworthy. If Google detects malware or other security issues, your site could be bumped down to the bottom of the ranking pile. 

    4. Use keywords. Keywords are the heart of SEO. They are the common words and phrases that people enter into search engines. 

      Part of your website's content strategy should be keyword research. Make a list of the words and phrases related to each page's content that your audience may be searching for. 

      Each page should contain a primary keyword, and also a short list of secondary keywords. 

      Use these keywords not only in the body of the copy on each page, but also the page title and subheaders, meta description and meta tags, and in the URL (as mentioned above).

    SEO Resources and Tools 

    Go the extra mile and use one of these handy SEO resources to make sure that your SEO game is on par with other sites:

    • SEMrush can analyze your site and make sure that it's SEO optimized. It can research keywords. It can also help you stay organized with day-to-day tasks related to your digital marketing strategy. 

    • Google AdWords has a built-in keyword search tool that not only will help you find the best keywords to reach your target audience, but also show you if those words are being used by too many competitor sites. 

    • Yoast is the #1 WordPress SEO plug-in that is very easy for beginners (if, of course, you're using WordPress). It promises to attract more visitors to your site from popular search engines and social media. Bonus: It has a FREE version!

    Keep Learning

    There's a lot more to know if you want to deep-dive into the SEO waters, but the tips outlined above should get you started with SEO fast so that your site can begin ranking higher in searches. 

    Once you've learned more about SEO and implemented it into your website strategy, check out our roundup of Search Engine Marketing (SEM) news articles for ways to improve your search engine ranking even more. 

    Be sure and visit our small business news site.

  • Friday 19 April 2019 - 18:41
    Smart speaker ownership jumped from 23 percent to 45 percent of respondents since last year’s survey from Microsoft.

    Please visit Search Engine Land for the full article.
  • Friday 19 April 2019 - 18:06
  • Friday 19 April 2019 - 15:43
    Some SEOs argue any form of proactive link building is a waste of time. Some say it should be apart of any SEO strategy. So which is it?

    Please visit Search Engine Land for the full article.
  • Friday 19 April 2019 - 15:26
    Google's John Mueller hinted on Twitter that the URL parameter tool that was added to Google Search Console in 2009 may not be 100% ported to the new Google Search Console. He said Google may make the tool evolve versus make it a 1 to 1 switch over.
  • Friday 19 April 2019 - 15:26
    Google posted on Twitter that within Google My Business you can now highlight and post automatically suggested reviews as customer testimonials. Google said "Google My Business now provides suggested posts to help you showcase positive reviews. These posts are automatically suggested based on 4 or 5-star reviews recently left for your business."
  • Friday 19 April 2019 - 15:26
    Google's John Mueller said on Twitter that Google does not manually hand rank any web page. He added the web is too big for that and if they tried, it would be impossible.
  • Friday 19 April 2019 - 15:26
    For years Google has been communicating and we've been reporting that Google does not support using the noindex direction within your robots.txt file. Well, people still use it and now Gary Illyes from Google is on the case - he may end up making sure it completely doesn't work.
  • Friday 19 April 2019 - 15:26
    As you know, Google posted their last video on their JavaScript videos for SEO yesterday. But now that the first part of the series is over, Martin Splitt from Google wants to keep it going. He asked folks to post their ideas and questions in this Google form - so he can make new videos that may be useful to developers and SEOs on this topic.
  • Friday 19 April 2019 - 15:26
    This week, we covered the ongoing Google bugs, this time with Google News indexing, Search Console issues, and other issues with Google. Google also is unaware of a...
  • Friday 19 April 2019 - 15:05
    Learn how agencies can use marketing automation to build their brand and acquire new clients.

    Please visit Search Engine Land for the full article.
  • Friday 19 April 2019 - 14:45
  • Friday 19 April 2019 - 14:00
    Être libre, c'est faire ce qui nous plait. Vous aimez échanger avec une équipe, gérer des plannings et des budgets, ou encore animer des pages sur les réseaux sociaux ? Cette semaine nous avons choisi de mettre en avant des CDI et des stages de ...

    Cliquez sur le titre pour la suite...
  • Friday 19 April 2019 - 13:56
    Here’s how retailers should map their audience strategy for new-versus-returning customers to search.

    Please visit Search Engine Land for the full article.
  • Friday 19 April 2019 - 13:45
  • Friday 19 April 2019 - 12:34
    Facebook expérimente actuellement la capacité pour les utilisateurs d'utiliser la fonctionnalité upvote (vote pour ou approbation) et downvote (vote contre ou désapprobation) pour les...

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  • Friday 19 April 2019 - 11:55
    Let your customers highlight your business with a new form of Google Posts.

    Please visit Search Engine Land for the full article.
  • Friday 19 April 2019 - 11:33
    Tout le monde a sa propre opinion sur ce qui est spécifiquement mal avec les médias sociaux, mais l’existence du compteur de Like est une question communément citée. Lire la suite »

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  • Friday 19 April 2019 - 10:26
    Google a annoncé qu’il commencera à déployer de nouvelles options de navigateur et de moteur de recherche pour les utilisateurs Android dans l’espace économique européen (EEE). Lire la suite »

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  • Friday 19 April 2019 - 10:07
  • Friday 19 April 2019 - 10:00
    The evolution of the SERP feature is going to steal traffic away from content creators, but it can still be a win. Here’s why.

    Please visit Search Engine Land for the full article.
  • Friday 19 April 2019 - 09:30
    Si vous avez déjà essayé de trouver de nouveaux clients avec LinkedIn, vous avez dû vous rendre compte à quel point c’est compliqué. Vous avez beau écrire vos messages de prospection du mieux que vous pouvez, très peu de gens vous ...

    Cliquez sur le titre pour la suite...
  • Friday 19 April 2019 - 09:16
    Google vient d’ajouter le support des AMP Stories dans son plugin AMP pour WordPress récemment mis à jour. Lire la suite »

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  • Friday 19 April 2019 - 08:50
    Le Lazy Loading est une technique qui permet de ne charger que certaines ressources multimédia qu'au fur et à mesure du défilement d'une page. Excellente méthode pour la performance web (et pour l'écologie), la vitesse des pages est généralement boostée par ce système qui ne vise qu'à charger ce qui est nécessaire pour la navigation des utilisateurs. Les navigateurs Google Chrome et Mozilla Firefox devraient implémenter un nouvel attribut HTML "loading" qui fera du lazy loading en natif, et donc sans code Javascript à taper (en théorie...). [...]
  • Friday 19 April 2019 - 08:34

    Nous sommes nombreux à aller directement sur Amazon ou une marketplace pour effectuer des achats et mener des investigations transactionnelles en ligne. Pour un site marchand, ces possibilités ne peuvent pas être écartées et il est donc important d'obtenir une visibilité importante sur ces plateformes. Voici quelques informations allant dans ce sens... Notre infographie du […]

    L’article Infographie : Le SEO sur Amazon est apparu en premier sur Abondance.

  • Friday 19 April 2019 - 08:30

    Internet est l’un des meilleurs outils pour trouver des clients. Pour attirer les internautes, il est essentiel de rédiger une page de vente convaincante.
    Une page de vente sert à présenter vos produits et/ou services dans le but de générer du trafic, mais surtout de convertir vos prospects en clients. Le contenu doit donc être persuasif.

    La concurrence étant rude, il est important de vous démarquer lors de la rédaction de votre page de vente. Voyons donc comment rédiger un contenu performant pour décupler vos ventes.

    Définissez un objectif et établissez des buyers personas

    Avant d’écrire une page de vente, pensez à cibler un objectif unique. Puis, faites en sorte que chaque phrase écrite permette d’accomplir cet objectif.

    Vous devez également savoir au préalable à qui vous souhaitez vendre votre produit. Créez des personnages pour mieux cerner vos clients, en réalisant des sondages sur les réseaux sociaux par exemple, ou en visitant les sites web de vos concurrents. Mais aussi en vous focalisant sur les avis et questions des clients.
    Après seulement, vous pourrez rédiger votre page de vente en montrant que vous connaissez parfaitement votre produit et ses avantages.

    Choisissez un titre accrocheur

    Le titre est l’élément le plus important d’une page de vente. Il doit être direct et efficace afin d’inciter le prospect à poursuivre sa lecture. Mettez en avant les bénéfices au lieu de vendre le produit ou le service. En effet, si le titre n’est pas lu, le reste de la page de vente sera inutile.
    Pour bien choisir votre titre, il faut savoir écouter vos prospects et répondre à leurs attentes. Pour ce faire, aidez-vous de votre buyer persona en établissant les objectifs du client idéal. Réalisez un sondage et échangez avec vos contacts par e-mail pour connaître leurs envies, leurs désirs et frustrations.
    Ensuite, notez les questions les plus fréquentes et les réponses qui reviennent le plus souvent. Ces dernières doivent être mises en exergue dès le début de votre page de vente.

    Une introduction qui donne envie d’en savoir plus

    Votre introduction doit inciter le lecteur à lire la page de vente jusqu’au bout. Pour cela, servez-vous intelligemment des peurs, des frustrations et des problèmes de vos prospects en vous basant sur les caractéristiques de votre persona marketing.

    Il ne s’agit en aucun cas de les manipuler, au risque de perdre leur confiance, mais plutôt de faire preuve d’empathie en se mettant à leur place. Le but de cette démarche est d’engager le lecteur avant même de lui présenter votre produit ou service.

    Après avoir évoqué les difficultés de vos prospects, il faut les aider à résoudre leurs problèmes. Faites-leur imaginer la vie qu’ils auraient si leurs problèmes étaient résolus. Il est important de rester honnête et authentique : évitez les superlatifs, lesquels au contraire peuvent dissuader vos visiteurs.

    Présentez votre offre d’une façon irrésistible

    Votre produit ou service doit être vu comme la solution ultime pour aider vos prospects à atteindre leurs objectifs. Décrivez clairement les caractéristiques de votre offre en utilisant des listes à puces par exemple.

    Précisez les fonctionnalités de votre produit et ses bénéfices, en adoptant votre propre style, afin que le lecteur sente l’être humain derrière le produit. Cette technique permet de construire un lien avec le prospect et d’augmenter son niveau de confiance.

    Le storytelling est également un excellent moyen pour toucher vos prospects. Racontez une histoire à laquelle vos lecteurs pourront s’identifier. Exprimez un problème pour arriver à une solution : la vôtre. En effet, créer des émotions a un fort pouvoir de persuasion dans une page de vente.

    Vous pouvez aussi rédiger une page de vente conversationnelle, une sorte de discussion en tête-à-tête avec votre prospect concernant ses difficultés. Cela permet de renforcer le lien avec votre lecteur et de lui montrer que vous le comprenez.

    Rassurez vos lecteurs

    Il n’est pas toujours facile de faire confiance à des vendeurs sur Internet. Vous devez alors rassurer vos prospects.

    Augmentez la crédibilité de vos propos en apportant des preuves concrètes telles que les témoignages de vos clients, en particulier ceux des personnes ou des sociétés reconnues. Prouvez votre fiabilité en intégrant à vos pages des badges de certification. Vous pouvez aussi rédiger plusieurs articles d’expertise ou tenir un blog. Ajoutez des liens vers des résultats ou des photos, si nécessaire.

    Anticipez les questions de vos visiteurs et répondez-y efficacement afin de les rassurer et de démontrer votre expertise. Proposez toujours une garantie à vos lecteurs : un remboursement intégral en cas d’insatisfaction par exemple. Cela permet en même temps de gagner la confiance de vos prospects.

    Mettez un bouton d’achat bien en vue sur votre page de vente

    Intégrez un call-to-action sur votre page pour inciter le prospect à en savoir plus : livre blanc, achat, contact, demande de devis… Les boutons d’achat, de téléchargement ou de validation de paiement doivent être visuellement beaux. Vous devez les multiplier sur votre page.

    Vous pouvez aussi ajouter des produits complémentaires dans votre page ou proposer à vos lecteurs de partager le contenu pour atteindre un maximum de clients.

    Pour bien rédiger une page de vente, il n’est pas indispensable d’étudier le copywriting pendant de nombreuses années. Quelques techniques faciles à appliquer permettent de créer du trafic et de transformer vos clients en prospects.
    Commencez par écrire un titre accrocheur, suivi d’une introduction persuasive pour capter l’attention des lecteurs. Soyez précis dans la description des produits et mentionnez dans votre page de vente les témoignages de vos clients. Proposez également une garantie pour mettre vos lecteurs en confiance.
    Enfin, il faut intégrer un call-to-action visible dans la page pour aider le lecteur à avancer dans son parcours d’achat. Dans votre conclusion, évoquez à nouveau le bénéfice principal qu’apporte votre produit ou service et remettez en avant votre garantie.

    Vous souhaitez intégrer le Social Selling dans votre organisation ? Téléchargez notre livre blanc “Gagnez de nouveaux clients grâce au Social Selling”, ou contactez notre Agence de Social Selling

  • Friday 19 April 2019 - 08:00
    Dans la continuité du précédent article où j’ai présenté les principales plateformes FR permettant d’acheter des domaines expirés, je vais aborder aujourd’hui tous les critères essentiels à prendre en compte lorsqu’on recherche et analyse des NDD expirés pour l’achat.  Money site ou spot SEO ? Tout d’abord, tu dois savoir ce que tu veux […]
  • Friday 19 April 2019 - 02:02

    Posted by randfish

    The final episode in our six-part One-Hour Guide to SEO series deals with a topic that's a perennial favorite among SEOs: link building. Today, learn why links are important to both SEO and to Google, how Google likely measures the value of links, and a few key ways to begin earning your own.


    Click on the whiteboard image above to open a high resolution version in a new tab!

    Video Transcription

    Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. We are back with our final part in the One-Hour Guide to SEO, and this week talking about why links matter to search engines, how you can earn links, and things to consider when doing link building.

    Why are links important to SEO?

    So we've discussed sort of how search engines rank pages based on the value they provide to users. We've talked about how they consider keyword use and relevant topics and content on the page. But search engines also have this tool of being able to look at all of the links across the web and how they link to other pages, how they point between pages.

    

    So it turns out that Google had this insight early on that what other people say about you is more important, at least to them, than what you say about yourself. So you may say, "I am the best resource on the web for learning about web marketing." But it turns out Google is not going to believe you unless many other sources, that they also trust, say the same thing. Google's big innovation, back in 1997 and 1998, when Sergey Brin and Larry Page came out with their search engine, Google, was PageRank, this idea that by looking at all the links that point to all the pages on the internet and then sort of doing this recursive process of seeing which are the most important and most linked to pages, they could give each page on the web a weight, an amount of PageRank.

    Then those pages that had a lot of PageRank, because many people linked to them or many powerful people linked to them, would then pass more weight on when they linked. That understanding of the web is still in place today. It's still a way that Google thinks about links. They've almost certainly moved on from the very simplistic PageRank formula that came out in the late '90s, but that thinking underlies everything they're doing.

    How does Google measure the value of links?

    Today, Google measures the value of links in many very sophisticated ways, which I'm not going to try and get into, and they're not public about most of these anyway. But there is a lot of intelligence that we have about how they think about links, including things like more important, more authoritative, more well-linked-to pages are going to pass more weight when they link.

    A.) More important, authoritative, well-linked-to pages pass more weight when they link

    That's true of both individual URLs, an individual page, and websites, a whole website. So for example, if a page on The New York Times links to yoursite.com, that is almost certainly going to be vastly more powerful and influential in moving your rankings or moving your ability to rank in the future than if randstinysite.info — which I haven't yet registered, but I'll get on that — links to yoursite.com.

    This weighting, this understanding of there are powerful and important and authoritative websites, and then there are less powerful and important and authoritative websites, and it tends to be the case that more powerful ones tend to provide more ranking value is why so many SEOs and marketers use metrics like Moz's domain authority or some of the metrics from Moz's competitors out in the software space to try and intuit how powerful, how influential will this link be if this domain points to me.

    B.) Diversity of domains, rate of link growth, and editorial nature of links ALL matter

    So the different kinds of domains and the rate of link growth and the editorial nature of those links all matter. So, for example, if I get many new links from many new websites that have never linked to me before and they are editorially given, meaning I haven't spammed to place them, I haven't paid to place them, they were granted to me because of interesting things that I did or because those sites wanted to editorially endorse my work or my resources, and I do that over time in greater quantities and at a greater rate of acceleration than my competitors, I am likely to outrank them for the words and phrases related to those topics, assuming that all the other smart SEO things that we've talked about in this One-Hour Guide have also been done.

    C.) HTML-readable links that don't have rel="nofollow" and contain relevant anchor text on indexable pages pass link benefit

    HTML readable links, meaning as a simple text browser browses the web or a simple bot, like Googlebot, which can be much more complex as we talked about in the technical SEO thing, but not necessarily all the time, those HTML readable links that don't have the rel="nofollow" parameter, which is something that you can append to links to say I don't editorially endorse this, and many, many websites do.

    If you post a link to Twitter or to Facebook or to LinkedIn or to YouTube, they're going to carry this rel="nofollow,"saying I, YouTube, don't editorially endorse this website that this random user has uploaded a video about. Okay. Well, it's hard to get a link from YouTube. And it contains relevant anchor text on an indexable page, one that Google can actually browse and see, that is going to provide the maximum link benefit.

    So a href="https://yoursite.com" great tool for audience intelligence, that would be the ideal link for my new startup, for example, which is SparkToro, because we do audience intelligence and someone saying we're a tool is perfect. This is a link that Google can read, and it provides this information about what we do.

    It says great tool for audience intelligence. Awesome. That is powerful anchor text that will help us rank for those words and phrases. There are loads more. There are things like which pages linked to and which pages linked from. There are spam characteristics and trustworthiness of the sources. Alt attributes, when they're used in image tags, serve as the anchor text for the link, if the image is a link.

    There's the relationship, the topical relationship of the linking page and linking site. There's text surrounding the link, which I think some tools out there offer you information about. There's location on the page. All of this stuff is used by Google and hundreds more factors to weight links. The important part for us, when we think about links, is generally speaking if you cover your bases here, it's indexable, carries good anchor text, it's from diverse domains, it's at a good pace, it is editorially given in nature, and it's from important, authoritative, and well linked to sites, you're going to be golden 99% of the time.

    Are links still important to Google?

    Many folks I think ask wisely, "Are links still that important to Google? It seems like the search engine has grown in its understanding of the web and its capacities." Well, there is some pretty solid evidence that links are still very powerful. I think the two most compelling to me are, one, the correlation of link metrics over time. 

    So like Google, Moz itself produces an index of the web. It is billions and billions of pages. I think it's actually trillions of pages, trillions of links across hundreds of billions of pages. Moz produces metrics like number of linking root domains to any given domain on the web or any given page on the web.

    Moz has a metric called Domain Authority or DA, which sort of tries to best replicate or best correlate to Google's own rankings. So metrics like these, over time, have been shockingly stable. If it were the case someday that Google demoted the value of links in their ranking systems, basically said links are not worth that much, you would expect to see a rapid drop.

    But from 2007 to 2019, we've never really seen that. It's fluctuated. Mostly it fluctuates based on the size of the link index. So for many years Ahrefs and Majestic were bigger link indices than Moz. They had better link data, and their metrics were better correlated.

    Now Moz, since 2018, is much bigger and has higher correlation than they do. So the various tools are sort of warring with each other, trying to get better and better for their customers. You can see those correlations with Google pretty high, pretty standard, especially for a system that supposedly contains hundreds, if not thousands of elements.

    When you see a correlation of 0.25 or 0.3 with one number, linking root domains or page authority or something like that, that's pretty surprising. The second one is that many SEOs will observe this, and I think this is why so many SEO firms and companies pitch their clients this way, which is the number of new, high quality, editorially given linking root domains, linking domains, so The New York Times linked to me, and now The Washington Post linked to me and now wired.com linked to me, these high-quality, different domains, that correlates very nicely with ranking positions.

    So if you are ranking number 12 for a keyword phrase and suddenly that page generates many new links from high-quality sources, you can expect to see rapid movement up toward page one, position one, two, or three, and this is very frequent.

    How do I get links?

    Obviously, this is not alone, but very common. So I think the next reasonable question to ask is, "Okay, Rand, you've convinced me. Links are important. How do I get some?" Glad you asked. There are an infinite number of ways to earn new links, and I will not be able to represent them here. But professional SEOs and professional web marketers often use tactics that fall under a few buckets, and this is certainly not an exhaustive list, but can give you some starting points.

    1. Content & outreach

    The first one is content and outreach. Essentially, the marketer finds a resource that they could produce, that is relevant to their business, what they provide for customers, data that they have, interesting insights that they have, and they produce that resource knowing that there are people and publications out there that are likely to want to link to it once it exists.

    Then they let those people and publications know. This is essentially how press and PR work. This is how a lot of content building and link outreach work. You produce the content itself, the resource, whatever it is, the tool, the dataset, the report, and then you message the people and publications who are likely to want to cover it or link to it or talk about it. That process is tried-and-true. It has worked very well for many, many marketers. 

    2. Link reclamation

    Second is link reclamation. So this is essentially the process of saying, "Gosh, there are websites out there that used to link to me, that stopped linking." The link broke. The link points to a 404, a page that no longer loads on my website.

    The link was supposed to be a link, but they didn't include the link. They said SparkToro, but they forgot to actually point to the SparkToro website. I should drop them a line. Maybe I'll tweet at them, at the reporter who wrote about it and be like, "Hey, you forgot the link." Those types of link reclamation processes can be very effective as well.

    They're often some of the easiest, lowest hanging fruit in the link building world. 

    3. Directories, resource pages, groups, events, etc.

    Directories, resource pages, groups, events, things that you can join and participate in, both online or online and offline, so long as they have a website, often link to your site. The process is simply joining or submitting or sponsoring or what have you.

    Most of the time, for example, when I get invited to speak at an event, they will take my biography, a short, three-sentence blurb, that includes a link to my website and what I do, and they will put it on their site. So pitching to speak at events is a way to get included in these groups. I started Moz with my mom, Gillian Muessig, and Moz has forever been a woman-owned business, and so there are women-owned business directories.

    I don't think we actually did this, but we could easily go, "Hey, you should include Moz as a woman-owned business.We should be part of your directory here in Seattle." Great, that's a group we could absolutely join and get links from. 

    4. Competitors' links

    So this is basically the practice you almost certainly will need to use tools to do this. There are some free ways to do it.

    The simple, free way to do it is to say, "I have competitor 1 brand name and competitor 2 brand name.I'm going to search for the combination of those two in Google, and I'm going to look for places that have written about and linked to both of them and see if I can also replicate the tactics that got them coverage." The slightly more sophisticated way is to go use a tool. Moz's Link Explorer does this.

    So do tools from people like Majestic and Ahrefs. I'm not sure if SEMrush does. But basically you can plug in, "Here's me. Here's my competitors. Tell me who links to them and does not link to me." Moz's tool calls this the Link Intersect function. But you don't even need the link intersect function.

    You just plug in a competitor's domain and look at here are all the links that point to them, and then you start to replicate their tactics. There are hundreds more and many, many resources on Moz's website and other great websites about SEO out there that talk about many of these tactics, and you can certainly invest in those. Or you could conceivably hire someone who knows what they're doing to go do this for you. Links are still powerful. 

    Okay. Thank you so much. I want to say a huge amount of appreciation to Moz and to Tyler, who's behind the camera — he's waving right now, you can't see it, but he looks adorable waving — and to everyone who has helped make this possible, including Cyrus Shepard and Britney Muller and many others.

    Hopefully, this one-hour segment on SEO can help you upgrade your skills dramatically. Hopefully, you'll send it to some other folks who might need to upgrade their understanding and their skills around the practice. And I'll see you again next week for another edition of Whiteboard Friday. Take care.

    Video transcription by Speechpad.com

    In case you missed them:

    Check out the other episodes in the series so far:


    Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

  • Friday 19 April 2019 - 00:00

    Organiser ou participer à un événement est souvent un moment clé dans l’activité d’une entreprise. La participation à événement permet d’une part de mobiliser l’entreprise pour mettre en oeuvre la stratégie de l’entreprise (ex: faire des présentations sur les nouveaux produits…), pour faire passer des messages clés (lors d’événements internes ou externes),mais aussi pour d’attirer […]

    The post Comment organiser un salon ou un évènement ? appeared first on ConseilsMarketing.com.

  • Thursday 18 April 2019 - 23:42
  • Thursday 18 April 2019 - 23:26

    Here is a recap of what happened in the search forums today, through the eyes of the Search Engine Roundtable and other search forums on the web...

  • Thursday 18 April 2019 - 20:40

    Consumers think with both their rational and emotional brains. Study after study says that when we buy, it’s for emotional reasons. Logic comes into play when we try to justify the money we have (or are about to) spend — especially when we’re giving into our wants.

    Here is what one Psychology Today article says about our shopping habits.

    • fMRI neuro-imagey shows that when evaluating brands, consumers primarily use emotions (personal feelings and experiences) rather than information (brand attributes, features, objective facts).
    • Advertising research reveals that emotional responses to an ad has greater influence on a consumer’s intent to buy an ad (more so than the ad’s content).
    • According to the Advertising Research Foundation, ‘likeability’ is the measure that best predicts whether an advertisement will increase a brand’s sales.
    • Positive emotions toward a brand have far greater influence on consumer loyalty than trust and other judgments.
    • Emotions are one reason why we gravitate toward brand name products over generics — big brands pump a steady stream of advertising dollars into branding initiatives.

    Okay. The findings make sense. In fact, they’re common sense and have been instrumental to marketers for years. But how can businesses harness emotions to connect with their consumers? Harness the following example tacts. We’ll show you how.

    Positive Emotions = Long-Term ROI

    Emotions are the key drivers behind our everyday decisions. They’re what keep us motivated to get up and go to work at 6 AM. It’s how we convince ourselves to run that extra mile on the treadmill. Similarly, emotions are what convince us to do business with the brands that stand out to us.

    The problem is that marketers are on a completely different wavelength. What makes us happy? Clicks, pageviews, time on site, and high conversion rates.

    What marketers need to keep in mind is that conversion optimization is a process, not a moment. It’s the whole marketing funnel — not just the five minutes that it takes for your customers to sign a contract or commit to a sale.

    Your company needs to prioritize long-term relationships above sales.

    Researchers at the University of Michigan wanted to find out how positivity could affect a negotiation scenario. In the study, participants had to coordinate the final arrangements of booking a catering service for an upcoming wedding reception. The business manager of this catering company (a professional actor), explained that the quoted price of $14,000 would need to be increased by close to $3,000 due to market pricing fluctuations.

    The study revealed that even a subtle change in pitch could dramatically impact the outcome of the conversation. People who heard a positively toned pitch were twice as likely to accept the deal as people who heard a negatively toned pitch.

    Zappos is a brand that thrives on positive energy. The company aims to make its customers extremely happy — and it’s not just to get them in the door. Zappos wants to keep people happy through the entire sales cycle.

    Zappos Call Center Info

    Zappos transformed what most companies consider to be a cost (call centers) into a positive customer experience. Zappos reps are not required to follow a rigid script. Instead, they’re encouraged to live in the moment and let their personalities shine through.

    Zappos is famous for sending customers flowers, granting surprise upgrades to overnight shipping, and staying on the phone with some customers for hours.

    “Sometimes people just need to call and talk”, said Shaea Labus, the employee who was on a call with a customer for almost 10 hours. “We don’t judge, we just want to help”.

    Make your customers happy, and you’ll win their business for life. Your competition won’t stand a chance.

    Engaging the Senses

    Visual communication is the heart of online marketing. That doesn’t mean, however, that your company is limited to two-dimensional communication.

    One way to harness the senses is to appeal to your audience’s imagination. Help them imagine an experience with your company’s products. One option? Sound. Talk to your customers by producing a branded explainer video or by hosting a webinar.

    You don’t need to create something expensive or overly complicated, either. When Spotify launched in the U.S., the company created a very simple visual and soundtrack:

    Spotify Soundtrack

    Coastal, an ecommerce store that sells contact lenses and glasses, has a ‘try-it-on’ feature that helps customers see what they’d look like in new glasses.

    Coastal Glasses

    Brand Personality

    A personality is something that we usually give our friends, family members, coworkers, and acquaintances. These are qualities that form a person’s distinctive character.

    Personalities are in the eye of the beholder. We love people because of their personalities. We hate people because of their personalities. We find some personalities wonderful — and others, we find horribly obnoxious.

    It’s weird to think that brands can have a personality. And yet, we talk about ‘brand personalities’ all the time.

    What Is A Brand Personality?

    A brand personality is the set of attributes that give an organization a distinct character. Some brands have incredibly strong and unique personalities. Others have weaker personalities (or no personalities at all). Usually, these personalities revolve around a distinct set of attributes.

    Great personalities don’t happen by accident. They’re planned well in advance.

    Moosejaw is a great source of inspiration. This sports and outdoors goods retailer is fun-loving, experimental, adventurous, and has an amazing sense of humor. Their marketing team takes the time to try new branding initiatives (like mystery gifts and freebies) and also deploys subtle tactics of making fun of the company’s own legalese. Check out the company’s return policy, for instance. It’s hilarious. It’s a “living will”.

    Moose Jaw Offer

    Moose Jaw Living Will

    Where Do Brand Personalities Come From

    A brand personality can be whatever its leadership wants it to be — fun loving, serious, professional, or any combination of characteristics.

    What’s most important is that the company defines it up front. This process should capture the entire time — not just a select few managers within the organization.

    The reason why is that it’s your team members — at the ground level — who will ultimately put this carefully designed personality into action. These individuals will plan new product features, business development tactics, and customer service offerings around this extremely important identity.

    As an example, take a look at KISSmetrics. The company strives to be analytical, educational, helpful, to-the-point, metrics-driven, aggressive, and (kind of nerdy). These core brand personality traits are readily apparent throughout the site — on the homepage and especially on the blog where the company is sharing tips, how-tos, and detailed best practices in web analytics.

    KISSmetrics Signup Form

    KISSmetrics Blog Design

    Who Is Responsible For Your Company’s Brand Identity?

    he short answer? Everyone.

    The personality that you assign to your brand should touch every aspect of your business from marketing copy to social media, customer emails, and product descriptions. Every single person on your team — executive leaders, mid-managers, and entry level team members should be able to clearly define and embody who your brand is.

    In many ways, your team members are your company’s brand identity. In building out your team (hiring) and forming strategic partnerships, you need to hire people who live and breathe your brand’s core values. When your team is committed to a shared and focused set of values, your company will have an easier time.

    Culture, marketing, and design are elements that go hand-in-hand. For these disparate business goals to converge, a clear strategy needs to be defined from the top-down.

    How Do You Define Your Company’s Brand Identity?

    A brand identity isn’t something that will materialize into thin air. The process takes careful planning and consideration. You’ll need to hire a team, and if you have the funds, you may need to hire a consultant. This core business asset will unify your product, marketing, design, and customer communication. In other words, it’s really important. You’re not wasting time by overthinking it.

    Here are step-by-step guidelines to help you get started:

    1. Come up with a big list of keywords that represent your brand image (right now). Invite your entire team to participate in this process. You can use a whiteboard, Google doc, or spreadsheet to sketch out the details ­— whatever you think is most effective — to share ideas.
    2. Come up with a big list of keywords that describe how you’d like your brand to be perceived. Repeat the process of involving your entire team. Compare your two lists and examine the gaps between who you are now and who you want to be.
    3. Trim down the big list of keywords to 2-3 key phrases. This process will be excruciating, but there is no way that you can rely on dozens of words to describe your brand. At the end of the day, human beings will be processing this information. If you overwhelm folks with more information than they can handle, you’ll end up wasting time.
    4. Create a message architecture. A what? This is a hierarchy of communication goals that clarify your brand’s most high-impact attributes. These attributes and terms reflect a broader discussion to establish concrete, shared terminology (not just abstract concepts). There is no cookie-cutter approach to crafting your brand’s message architecture. Pick an approach that best aligns with your company’s goals. Just make sure that you’re communicating (and organizing) your brand’s identity clearly.
    5. Create a style guide. This document will translate all of your ideas into a concrete set of instructions for your marketing team. This (short and sweet) document will unify your company’s brand messaging. It takes a few sentences to keep your company on the same page.

    Here is an example of a simple brand styleguide:

    Sample Style Guide

    The concept is just that simple. The less information your team has to filter through, the more they can focus on creating a cohesive marketing strategy.

    Avoiding Cheesiness

    Emotions can easily transition from effective to downright cheesy. It’s a fine line. One moment, your brand is doing a great job building a rapport. The next moment? Audiences are making fun of your company’s over-the-top marketing message.

    How do you avoid this?

    1. Embrace honesty within your organization. Make it easy for your team to deliver blunt and honest perspectives.
    2. Collect feedback from a variety of audiences. Don’t just listen to your organization’s baby boomers. Ask your Gen Xers and Gen Yers to share ideas too.
    3. Face test your marketing message with a group of customers that you trust. Ask this ‘focus group’ to deliver blunt and honest feedback.
    4. Remember the needs of your audiences. Baby boomers, for instance are more receptive to cheesy marketing messages than other groups. Gen Yers? They’ll tear your marketing apart.

    Cheesiness is in the eye of the beholder. The best way to connect with your audience is to put your marketing team in their shoes.

    Creating Viral Campaigns

    Some brands make viral marketing look so darn easy. Dollar Shave Club, for instance, used a hilarious marketing video to build a customer base. Overnight. Literally.

    Dollar Shave Club Viral Video

    The thing is, viral marketing campaigns are more formulaic than they look. While performance isn’t guaranteed, brands can optimize their chances of success by striking an emotional chord with their customers.

    In a Harvard Business Review article, Kelsey Libert and Kristin Tynski explain how marketers can increase the chances of a creating a viral campaign:

    1. Make people care (and share). Engage them with a powerful message — without trying to sell your brand. Heavy use of branding can push viewers away. They’ll jump to disregard the content as spammy and quickly lose interest. Don’t manipulate your audience’s emotions. Respect them, and make an effort to understand their core needs.
    2. Understand the emotions that drive the success of viral content. Patterns are a core part of human nature. That’s why Libert and Tynski conducted a study of 30 of the top 100 images of the year from imgur.com (as voted on the top social sharing site Reddit). Negative emotions were less commonly found in viral content than positive emotions. However, viral success was still positive when these negative emotions came with an element of anticipation and surprise. Certain emotions were common in viral content (and others were uncommon). Common emotions included: curiosity, amazement, interest, astonishment, uncertainty, and admiration.
    3. Build your brand into an emotional message without being salesy. The key is to think about how your company, products, and services relate to your target audience. Make sure to select a topic that underscores the position of your brand.
    4. Pay attention to the public good.
    5. The world is bigger than your brand. Focus on adding value to the world, and your customers will notice.

    The Unspoken Power Of Delight

    Delight is a force that is infinitely more powerful than any marketing message. It’s the experience of watching a toddler use a smartphone for the first time. It’s what happens when you walk into your favorite boutique (after a tough day) and are surrounded by racks of beautiful items and great music. It’s when Zappos surprises you with overnight shipping.

    Some leaders stereotype delight as something fluffy. The thing is, it’s not. It ties directly into your company’s bottom line. It’s probably true that you can’t measure the correlation between exposure to purple lighting in the Virgin Airlines check-in area and profitability. But honestly, who cares? We know that delight influences sales. It’s a waste of time to chase numbers and micromanage the details. Focus on growing your business by creating delightful brand experiences.

    Delight doesn’t happen on accident. It’s carefully crafted into the core functional areas of your business:

    • Product
    • Marketing
    • Account management/client services
    • Aesthetics

    Delight can strike a chord with the following emotions:

    • Humor
    • Inspiration
    • Admiration
    • Awe
    • Surprise

    The problem with delight is that it is — by definition — a nebulous concept. Your finance and revenue teams will second guess your pitches around the topic. Your sales and marketing teams might be on board, but your number crunchers? Not so much. When asked about your plans, you need to distill your goals into a set of tangible steps. Here are the steps needed to create a delightful brand experience:

    • Evaluate your customers’ pain points. Examine their online and offline behavior, research what they need, and piece together the touch points that illustrate their unique conversion paths. Talk to them directly, and build brand personas around the answers that you receive.
    • Define your brand. Take the research that you did in step 1, and translate the information into a concrete set of action items. Distill what you’ve learned into one or two sentences about your company.
    • Start brainstorming action-items that deliver your intended brand experience.

    Branding is something that your company should measure on the macro-level. Pay attention to general trends in your customer data:

    • Repeat Customers: How many customers are coming back to do repeat business with your company?
    • Word of Mouth Recommendations: Shares through social media can help you quantify this important concept. It’s not a perfect 1:1 relationship; however, shares are a strong proxy for how many people are engaging with — and ultimately recommending your brand.
    • Average Order Values: Take a look at how much customers are spending with each individual transaction. A positive sign is when you see growth over time.
    • Lifetime Customer Values: Are your marketing initiatives increasing the worth that your company is generating over the long-term?
    • Market Share: How does your brand compare to its top competitors? Are customers sticking with your company or making the jump to other organizations?

    Delight is something that you can craft in tandem with your brand’s personality. Delight is the customer-centric piece, and personality is the brandcentric piece.

    Staying Ethical

    There is a fine line between courting and manipulating customers. Remember that emotions can make us vulnerable. No matter how strong we think we are, we’re still very complex. In appealing to emotions, brands are constantly walking the line. It is extremely important to treat your customers with the utmost respect.

    Fear is one example of a powerful yet heavily abused emotion.

    In some instances, fear is appropriate. Especially when it comes to vital health concerns, companies/brands/nonprofits have an obligation to inspire emotion. This ad from the CDC, for instance, is designed to stop people from smoking:

    Fear Smoking Campaign

    The main element that influences whether a person is likely to take action to avoid a threat is efficacy — a person’s perception as to whether or not they can do anything about the threat.

    Marketers and business owners can literally scare their customers into making a purchase. But is it ethical? Probably not — if you’re using fear tactics, then definitely no. If you’re communicating something truthful (and possibly saving your customers from a big problem), then fear is ok.

    The key is to give your brand a value test. Is your marketing message adding or extracting value from the world? If you’re extracting value (like a leech), you should probably change your approach.

    Logitech is an example brand that strikes this balance well. Here is an ad for a home video security system — it’s based around the questions that parents are already asking. In speaking to its audience’s fears, the marketing message is comforting because it shows worrisome parents that they are not alone in their fears.

    Logitech Babysitting Ad

    Logitech also ran a “busted” video campaign to expose prospective customers to credible, real threats. Unethical? Not so much. But the campaign may make you consider buying a Logitech camera.

    Logitech Camera Ad

    Here’s an example of an ad that takes fear too far. The ad reads “If you aren’t totally clean, you are filthy”.

    Soap Bug Ad

    The ad is questionable because it’s unreasonable. Yes, our hands are covered in germs. But are we covered in disgusting cockroaches, and are we allowing those nonexistent cockroaches to crawl all over our children? Probably not.

    The thing is, many people have phobias for cockroaches and other insects. They are likely terrified and jolted after looking at this very unrealistic ad.

    A point that we emphasized earlier is that emotions expose our greatest vulnerabilities. Marketers should treat carefully and thoughtfully. You never know who you’ll possibly make very, very angry.

    Build Emotions Into Your Brand Community

    Social media is a great way to encourage customers to talk about how they’re thinking and feeling — especially about your company. It’s important to keep this dialogue open — you’ll promote word of mouth marketing around your brand. A potential issue arises, however, when customers are angry about a negative experience.

    Many companies will jump to deleting negative comments or moving all customer communication into a private forum.

    Don’t do that.

    Instead, if a problem arises, use the opportunity to show that there is a real person behind your brand. Apologize, make the situation better, and try to offer an amicable solution. Don’t let a complaint or negative review scare you away from the experience of talking with your customers in a public forum. Instead, be authentic and show that you care. Reciprocate emotions with emotions, and stay calm — even if the conversation gets heated.

    FedEx did a great job striking this balance with this summer, a video of a careless package delivery driver went viral on YouTube. The company released an official video statement to basically say, “I’m sorry. We’re on it”.

    Own your mistakes. If all else fails, make it a point to show that you care.

    Fedex Viral PR Response

    Key Takeaways

    1. Consumers buy because of what they’re feeling — not necessarily what they’re thinking.
    2. Emotions are valuable for marketing. Marketers and business owners need to make sure that they’re connecting with audiences on a human-to-human level.
    3. Emotions are difficult to quantify. Diehard finance people will be skeptical of your marketing initiatives. If you listen to them, however, your company will miss out on valuable relationship-building experiences.
    4. A company should take the time to establish its brand personality upfront, from the top down. Style guides and message architecture templates can help your organization create a centralized workflow for all of your company’s marketing channels.
    5. Remember that your company’s culture will also define your brand. Your teammates are the people who will execute your company’s brand strategy at the ground level — in every aspect of your business from customer communication, sales, and social media. Make sure that you’re hiring the right people who embody your company’s core traits and values.
    6. You can measure delight, brand loyalty, and customer happiness by looking at macro-level ROI metrics including long-term customer value, average order value, company market share, and social media mentions.
    7. Emotions make us vulnerable. Don’t be a jerk. Be considerate of the fact that there are highly public consequences to your actions as a brand.
    8. Social media is a platform for your customers to share what they are thinking and feeling. Don’t inhibit this very healthy dialogue. It’s perfectly normal for customers to feel frustrated and angry sometimes. Don’t feel pressure to squash what they’re saying. Focus on solving the problem, discussing the problem openly, and connecting with your audiences in a very human way.
  • Thursday 18 April 2019 - 18:09

    by Robert Clough



    There are more than 47,000 law firms currently operating in the US and 1.1 million licensed attorneys. This makes winning clients seem like a daunting task. However, with the right law firm marketing strategies, you can cut out the competition. When done right, you'll have dozens of clients knocking at your door.

    Effective SEO on your website and correct use of social media platforms like LinkedIn can take your business to the next level. To learn about three of the most important law firm marketing strategies, read on.

    SEO - Essential for Law Firm Marketing Strategies

    The internet is awash with opportunities to win business if you set yourself up correctly to receive it. This is why SEO - Search Engine Optimization - is now considered essential in virtually every industry.

    SEO is the act of improving your online presence to improve your rankings on Google searches. This can be done in a number of ways, but the most effective ways of doing this for attorneys would be concentrating the keywords on their websites and blogging.

    The good news is that if you can optimize your website, you will rise rapidly on the Google rankings. Furthermore, you will create a professional interface that will hold you in good stead in the process.

    The days of having a bare-bones website with barely any information beyond contact details are long gone. Use your SEO to position yourself as a thought-leader within your field.

    Choose your law niche as your primary keyword and then use this in blog posts and throughout the website to rise on the Google rankings. There are many fantastic online SEO tools and attorney marketing agencies who are able to help you build the profile of your business these days.

    For these reasons, law firm marketing strategies should never be without a comprehensive SEO plan.

    lawfirm.jpg

    LinkedIn - A CEO's Social Media Platform of Choice

    Although it is often overlooked, LinkedIn is pretty much the Facebook for business. This social media network for professionals is a fantastic asset to use for online marketing for law firms.

    If your firm is concentrated on corporate clients, then LinkedIn is a must-have marketing function. 45% percent of LinkedIn users are senior managers. This means it is the place to go to get noticed by decision makers.

    Creating a good corporate company profile is straightforward. You can provide some background to potential clients to the field of law that you specialize in.

    LinkedIn also provides a great opportunity to position your firm as a thought leader through LinkedIn Pulse. This blogging platform is fantastic for law firm marketing, as it sits on your company profile and shows potential clients what your team is capable of.

    The good news is that a high-quality LinkedIn presence with good engagement with your employees will benefit your SEO performance as well.

    Facebook Marketing - Targeted and Effective

    Facebook is the biggest social media platform in the world. Although it is not targeted specifically at professionals like LinkedIn, it still offers many opportunities for law firm marketing.

    Facebook has a whole host of tools meaning that you are able to target very specific user groups with advertising for your business.

    Though this may not be ideal for getting corporate clients, you could certainly promote your services to individual clients who may be looking to make a claim, for a personal injury, for example.

    For these reasons, Facebook should not be underestimated as a potential asset for law firm marketing strategies.

    Bring in the Clients with Marketing

    At the end of the day, each law firm is different. This means that potential clients may be more or less susceptible to different law firm marketing strategies.

    Despite this, the three marketing tools listed above are a sure way to win business. Potential clients can be reached effectively and in large numbers on LinkedIn and Facebook, and will come directly to your website if your SEO is up to par.

    Hope you've enjoyed this article. Please keep an eye out for more interesting content on our blog page.

    Be sure and visit our small business news site.

  • Thursday 18 April 2019 - 16:51
    Smart companies can shape their reputations and visibility with online word of mouth and careful attention to customer feedback.

    Please visit Search Engine Land for the full article.
  • Thursday 18 April 2019 - 16:31
    Latest update lets publishers create Stories without HTML, CSS or JavaScript experience.

    Please visit Search Engine Land for the full article.
  • Thursday 18 April 2019 - 15:45
  • Thursday 18 April 2019 - 15:26
    Google's Paul Haahr, a ranking lead in the search department, said on Twitter that he believes that "web search engines have considered spam-fighting a core competency (and competitive advantage) since the early days."
  • Thursday 18 April 2019 - 15:26
    Yesterday, tons of Google AdSense publishers noticed alerts and notifications in the AdSense console that read "Your payment amount is higher than your chosen form of payment." They didn't know what to do and I saw tons and tons of complaints from publishers. It seems as of this morning the notification went away but I have yet to see a confirmation from Google on this issue.
  • Thursday 18 April 2019 - 15:26
    Google's Martin Splitt has uploaded his last video in the series of videos around JavaScript and SEO yesterday, this one was on the topic of dynamic rendering. It goes over how and when to use dynamic rendering on your JavaScript sites.
  • Thursday 18 April 2019 - 15:26
    An SEO, I believe his name is Alexander, asked John Mueller of Google in this morning's video hangout if Google is aware of a trick some sites are using to combat any negative impact from the August 1st medic update. John was unaware and confused by the strategy, saying he would only see a downside to removing a site's navigation in terms of how it would hurt the site's ranking in Google.
  • Thursday 18 April 2019 - 15:26
    A thread at the Local Search Forums has different local SEOs saying different things about how Google Posts helps their local rankings in Google Maps and local. Some say it helps, some say it doesn't help and some don't know either way.
  • Thursday 18 April 2019 - 14:45
  • Thursday 18 April 2019 - 14:26

    Every website needs to prioritize link building. Regardless of your business type or industry, backlinks help drive more traffic to your website and are great for SEO purposes.

    So where should you start?

    Resource pages need to be a major component of your link building strategy. In fact, 56% of webmasters say that they use resource pages to build backlinks.

    This strategy is second only to content creation in terms of the most popular ways to build links. Why is this case?

    That’s because the sole purpose of resource pages is to link out to other websites, which makes this an easy process. All you need to do is find authority resource pages that are related to your site, and then convince the webmasters to add your site to their page.

    It’s actually not that complex when you know how to approach it.

    I’ve dealt with so many website owners who have identified the need for building quality links, but they just don’t know how to do it. That was my inspiration for this guide.

    I’ll show you the best ways to build quality links specifically from resource pages.

    Find relevant resource pages

    This needs to be your first step. You can’t just sit back and hope that your website will get picked up by resource pages. That type of passive strategy won’t be effective.

    Instead, you need to start researching resource pages that are related to your brand. Narrow down the ones within your niche.

    You don’t need any fancy software or subscriptions to do this. All you have to do is use Google.

    For example, let’s say your website is in the food industry. You could try the following search string to identify resource pages.

    “Cooking” + inurl:links

    Google inurl Example Search

    Put your keyword in quotes to find pages related to that specific word, which is “cooking” in this instance. By adding “inurl:links” to the query, it limits the search to websites with the word “links” in the URL.

    It’s unlikely that people who have cooking websites will be discussing links. So you know that your search results will yield resource pages.

    Generally, everything you see in these SERPs will be a list of links in some form or another. Now you just have to go through each site and select the ones you want to pursue.

    Be selective. You don’t need to reach out to every resource page on the planet.

    When you’re reviewing the search results, the number one thing to look for is page authority. Page authority is more important than domain authority in this case. That’s because you’re trying to get your link shared on a particular resource page.

    So even if certain sites don’t have the highest domain authority, you can still reach out to them if they have a resource page in your niche with a high page authority.

    Contact the webmasters

    Once you’ve found some resource pages with a high page authority that are relevant to your brand, it’s time for you to reach out to those webmasters.

    But before you do that, it’s important to take the time to review the links that are already shared on each particular resource page. This will help you figure out what types of links you should be sending to the webmaster.

    In my experience, it’s usually rare for resource pages to link out to the homepages of other websites. When they do link to homepages, it’s usually for bigger and more well-known brands.

    So if you’re just blindly submitting your homepage to resource pages, there is no guarantee that you’ll be featured. Instead, you’re better off sending them content pages.

    Each webmaster is different, so just make sure you can pitch something that fits within the page you’re requesting a link on. For example, let’s say you found a cooking website that’s mostly related to grilling and BBQ. You could pitch a blog post about a barbeque grilled chicken recipe.

    If you don’t have this type of content on your website, you should create it. Not only will it help you get featured on more niche resource pages for the purpose of building backlinks, but it’s also valuable content for your website and SEO strategy.

    Take a look at this example from Teri’s Kitchen, which was one of the top hits of the Google search results we saw earlier.

    Terris Kitchen

    Based on this, it’s clear that the site accepts submissions. In fact, it almost seems like they encourage it.

    So in this case, all you’d need to do is reach out. This is something that you’ll see on most resource pages. They’ll be some type of easy contact form or instructions asking for links.

    Most resource pages want more links on their site. Remember, that’s the whole purpose of a resource page.

    So if you pitch them something relevant, it shouldn’t be too difficult to get featured. It benefits both parties. You build backlinks while the resource page improves at the same time. The more resources these webmasters have on each page, the more valuable it is for their website.

    Your pitch doesn’t need to be too persuasive. Less is more. Just send the link with a couple of sentences about why you think it fits on their page.

    Alternative search strings

    Link building with resource pages is pretty straightforward. As I’ve described above, the whole process can essentially be broken down into two steps:

    1. Find a relevant page
    2. Contact the webmaster

    By following the search string that we used earlier with “keyword” + inurl:links, it will bring you straight to resource pages.

    But to get the most out of this strategy, you need to switch up your search queries to find other results. Depending on your search, you’ll be able to identify different resource pages.

    I’ll take you through three of the best search options to improve the first step of this process.

    Useful resources

    Another one of my favorite search strings for finding resource pages is by adding “useful resources” in addition to the keyword in quotes. Here’s what it looks like using our cooking example:

    “Cooking” + useful resources

    Useful Resources

    Right away, look at the number of results that this search yielded.

    There are nearly 77 million hits. If you refer back to the “inurl” search we used earlier, there were just 244,000 results.

    Obviously, you aren’t going to be scrolling through thousands or millions of results. But the point I’m trying to make here is that this alternate search will bring up new results.

    In my experience, searching for the keyword plus useful resources usually displays lots of authoritative websites.

    Now you just have to follow the same process. Go through each of the top results one at a time. See what kind of content each resource page is sharing. Then determine what link on your site that you’re going to pitch before you contact the webmaster.

    In some cases, it can be a bit challenging to get featured on these authoritative sites. They may have a more exclusive selection process. But at the end of the day, they still exist for the same purpose of linking out to other websites, so don’t sell yourself short.

    Educational domains

    Depending on the type of website you have, you might want to limit your resource page outreach to authoritative and trusted sites only.

    For this purpose, I’d recommend using the following search string:

    site: .edu “keyword” links

    So continuing with our cooking example, the search would look like this:

    site: .edu “cooking” links

    Educational Domains

    Again, this query will bring up a completely new set of results.

    Now, it’s worth noting that not all of the results will necessarily be relevant to your site. You still have to go through and find the ones that are resource pages that are actually accepting submissions.

    For the most part, you won’t see sites with a .edu domain that have something like Teri’s Kitchen, which we discussed earlier. Teri asks for submissions right at the top of the page. That won’t be the case for Harvard’s website.

    So you’ll need to work a little bit harder to get featured.

    Authority sites with .edu domains usually have a big staff as well. It’s not just one person monitoring the site and adding content. General submissions may not always be sent to the right person. So you need to figure out who is responsible for the particular page that you want to be featured on.

    Here’s a trick that I’ve used in the past.

    Look to the URL of the page. That can give you a clue of who you should be getting in contact with. The URL might give away the particular department associated with that resource page. Then you can go through the staff listing and see who is the head of that department. Their contact information should be available there as well.

    You can also use an employee directory or even LinkedIn to find the right person who manages that page or the webmaster for a particular department.

    Here’s another trick. Scroll to the very bottom of the page and it will sometimes show you a “last updated by” note with a person’s name.

    If you search around on the site and do some digging, you can usually find what you’re looking for. Here’s an example from the University of Nebraska – Lincoln, which was one of the top search results for our .edu query.

    University of Nebraska

    Here is the footer of the resource page.

    As you can see, there is a separate email address for the food department.

    You could even take this one step further by clicking the “food team resources” link just a few lines below that email address on the left side of the footer.

    That would bring you to this page:

    University of Nebraska Links

    There’s another link here showing the staff listing and their contact information.

    It’s better to take these extra steps now to increase the chances of getting your links featured. Otherwise, it’s just going to be a waste of your time if you submit to the wrong person, department, or your submission gets ignored.

    Sending emails to info@unviersityabc.edu won’t get the job done. Your message will just get lost in the shuffle.

    These websites have so many other things that are more important to deal with. So if your email is delivered to the wrong person, it’s unlikely that they will forward it to the appropriate party.

    Related to keyword

    If you have a unique niche that doesn’t have tons of resource pages, you’ll need to find ways to broaden your search to get the best results.

    Change the search string accordingly. Here is one of my favorite tricks to find more related sites.

    Simply remove the quotes from your keyword. By removing the quotes, it tells Google that you’re not looking for an exact match keyword. Years ago you used to have to add a tilde (~) to search for related terms, but now Google does this by default.

    So go back and remove the quotes from your inurl, useful resources, and .edu searches to see what comes up.

    Here’s an example to show you the difference.

    Google Search Example

    When we first searched for useful resources with quotes around cooking, we got just under 77 million results.

    But now that we’ve removed the quotes, we’re approaching 92 million hits.

    Conclusion

    Resource pages should be at the top of your priority list when it comes to your link building strategy.

    Take advantage of all of the different search strings that I’ve explained above. This will give you the widest range of search results to find resource pages in different categories.

    I’d recommend going through the top 50 hits or so within your niche for each query. Then narrow down the options that would be a good fit for your site.

    Now find your best content that matches the specified resource page before you ask to be featured. Remember, it’s more likely that your link will be shared if you pitch content as opposed to the general homepage.

    Make sure you contact the right person. This will be more challenging for higher authority sites, especially with an .edu domain, but it’s still doable if you dig around.

    If you don’t have content that fits these resource sites, you can always create new content before submitting.

    Follow the process that I’ve outlined above to build quality links with resource pages.

  • Thursday 18 April 2019 - 14:00

    Previously published on LinkedIn

    Delivering a compelling experience online is an exercise in story telling, messaging, branding and creative design, things that marketers have been doing well for a long time. Delivering a compelling experience online, securely, quickly and at scale, all while being able to experiment and react to new customer insights? Now, this is a whole new challenge. And, frankly marketers haven’t been doing this very long, and currently aren’t doing it very well. It is a whole new area of expertise that has very little to do with marketing, except for that fact that getting it right is fundamental to being able to share the message and the experience with customers.

    Five years ago, maybe even two years ago, selecting a platform to build out your online presence was all about the features. Personalization, product management, integration capability, content management, etc were differentiating functions of the top platforms. Today, as those top platforms converge towards an RFP optimized set of commodity tools it may seem that they are all pretty much equal. In so much as they all offer the same backend tools with a different color scheme, and a sleek, responsive frontend, they are all the same. But this isn’t 2012, and with 32% year-over-year growth in ecommerce and an expected 10% of global sales to be online by 2020, the experiment we’ve been running online is transforming from being a small part of the business run by the marketing team, to the central lynchpin in an increasingly connected relationship with the business and the customer. In a world where the CMO is regularly tapped as the “Chief Decision-Maker” when it comes to the ecommerce strategy, it is important to understand that a “get it wrong” moment isn’t a failure for marketing, it is a failure for the entire organization.

    2019 has brought about the realization that the most important feature in an ecommerce platform is the architecture. Without evaluating a given business, it is hard to say which architecture makes the most sense for it. Here are the five reasons why architecture should matter to the forward-thinking CMO. 

    1. Scalable architecture means uptime during peak traffic

    This is by far the most important reason why architecture matters. If businesses are doing their job correctly, the day is going to come when their message resonates with their customers, and they come flocking to the business for the experience they can’t live without. When they do, it is going to mean additional load on the business’ commerce site. Whether that’s increased pageviews, additional line items during a BOGO sale or additional people asking Alexa for products after that winning Super Bowl ad, organizations need a site that can meet the demand. If the platform they’re running on can’t scale to meet these unexpected demands, businesses may lose customers before they’ve ever had the chance to really acquire them.

    2. Up-to-date inventory data means increased customer trust for BOPIS and online fulfillment 

    In a store, on a shelf, inventory is easy. The customer walks into the store, they find the shelf where something belongs, if it is there they buy it, if it is gone, they find a store associate who looks to see if it is in the back, and the associate either hands it to the customer, or adds it to the next order and asks the customer to come back in a week to pick it up. Online, inventory is incredibly hard. Is it available, if it is backordered, how soon will the customers have it, can it be shipped to store, can the store fulfill in-house? And if businesses don’t know the answer to these questions their customers go to a competitor who does. And that happens in the flash of a few seconds. Inaccurate inventory can mean lost sales, increased RMA costs and frustrated customers left holding empty shopping bags they thought held the item they wanted. Worse, portraying accurate inventory has its own set of customer frustrations. Slow site load times and perceived lack of selection can send potential sales to competitors who appear to have a better customer experience. Finally, accurate promises for fulfillment have shown to be one of the best ways to acquire and retain customers. Amazon is proof positive that a terrible website experience doesn’t deter customers willing to wade through the chaff in order to get their Instant Pots and essential oils just a little bit faster. Being able to deliver these functions, in a balanced combination that works for the customer, and being able to experiment with which ones work for the organization is key to success on the fulfillment front.

    3. Properly executed APIs allow true omnichannel engagement

    The practice of commerce is a thousands of years old, with activity dating back to ancient Mesopotamia. Digital commerce in its current incarnation is a few years younger than the world wide web, which was born in 1991. Less than 30 years ago

    Investment in a commerce platform is a decision an organization will live with for the next decade, maybe more. Between 1891 and 1930 humans evolved from the first automobile to normalized commercial air travel. Imagine what digital commerce will look like 10 years from now? Probably looks more like an airplane than the first automobile. APIs will be the key to future-proofing an online strategy. Choosing APIs that allow flexibility of execution is paramount.

    4. Well designed application cache means less money spent on CPU cycles and more for customer engagement

    Investment without return is a sure fire way to get kicked to the curb at the next quarterly board meeting. Budgets aren’t limitless, and as long as the ecommerce budget comes out of a CMO’s pocket, finding a way to reduce it is a priority. It’s not a stretch to say that the days of an on-premise commerce platform are over. The notion is antiquated, and the top reason why is that SaaS and hosted platforms have a lower overall TCO. However, even under the covers, especially if businesses are paying a PVU style license, efficiency has a direct impact on the cost of the platform. Not only the platform’s cost to operate at peak, but it’s ability to shrink and right size itself when traffic wanes. Even if an organization is paying rev share, or licensing on a per month basis, they’re still getting those hosting costs passed on to them in the form of a markup to “retail” from the platform vendor, so choosing a vendor who cares about efficient ops is in their long-term best interest.

    5. Properly separated application design means easier upgrades and faster access to new features 

    Experience commerce, headless commerce, API commerce… same thing, different name. They all center around separating the backend from the frontend in order to take advantage of best of breed experience platforms. At their core though, they offer some surprising benefits around TCO and agility. In the past, platform upgrades have been monumental undertakings, six months to a year of high touch work that stopped new feature delivery and focused a team on getting to the next version. Separating these tiers, and pushing feature development to a CMS that “widgetizes” the frontend means that upgrading the backend tools doesn’t interrupt the frontend experience. It also means that non-core tools can be added into the mix to offer surround capabilities for personalization, fulfillment, and other short term business initiatives. These things aren’t possible without a purpose build architecture to support modularity.

    Looking back at that list it should be crystal clear that before any consideration on how many promotion types a platform supports, and which devices the homepage displays correctly on, businesses should be thinking about how the architecture enables future business success. Architecture matters, now more than ever, and the winners in the online battle are going to be the ones who have a platform that scales to meet demand, costs less to operate, and is flexible and adaptable to the future.

    The post 5 reasons CMOs should care about their commerce architecture appeared first on Get Elastic Ecommerce Blog.

  • Thursday 18 April 2019 - 13:45
  • Thursday 18 April 2019 - 12:41
    Users will be asked to choose from among five search and browser apps in randomized order.

    Please visit Search Engine Land for the full article.
  • Thursday 18 April 2019 - 12:30

    Why & How to Refresh B2B Content

    Why & How to Refresh B2B Content Content creation—it’s the linchpin of our B2B content marketing strategies. And 56% of B2B content marketers have upped their investment in content creation over the past year—more than any other spending area. Without a steady cadence of fresh, quality content we can’t proactively adapt to our audience’s changing needs nor consistently reach, inform, engage, entertain, or inspire action within them. And for most content marketers, this effort is often grounded in creating net-new content. But freshness is the eye of the beholder; quality content creation doesn’t have to be done from scratch. Refreshing existing content is a massive opportunity, playing an integral role within your always-on content marketing strategy. It’s not only more efficient to produce, but when done strategically, it can also boost results, improve user experience, and extend the life and relevance of the content you’ve worked so hard to produce. As it’s been sung, everything old can be new again. Below are all of the reasons why you need to identify refresh opportunities and how you should approach it.

    3 Reasons to Refresh Existing Content

    #1 - Content takes time to “mature in search”—and needs to be nurtured.

    SEO is a foundational element of content marketing. You know your buyers are becoming increasingly self-directed in their search for answers, and you’re creating SEO-informed content to satisfy their queries. But if you just focus on new content creation, you’re leaving potential on the table. We’ve all experienced those sweet, near-instant wins in search results after a new post goes live. But typically, it takes time and smart optimization to gain consistent organic traction. In its post analyzing top ranking factors, Moz’s Jeff Baker discusses three different correlations between the age of a post and its keyword position. Based on their research, it took roughly 100 days or more for a new article to realize its full potential. Moz Data on Page Age & Keyword Position Image credit: Moz.com While pages need time to mature, without the proper nurturing their relevance can degrade over time; this is the “fresh” factor. Essentially, strategically updating older posts can improve rankings as search algorithms prefer fresh over stale content. Data and insight should guide the type of updates you make, but updates could include optimization tweaks to capitalize on new related keyword rankings, expanding or refining content around certain themes, and link building. Once again, Moz illustrates how freshness can fade in the eyes of search engines. Graph from Moz Showing Content Freshness Image credit: Moz.com [bctt tweet="Content takes time to mature in search, and it needs to be nurtured. @annieleuman #B2BContentMarketing #contentrefresh" username="toprank"]

    #2 - Refreshing allows your content to grow WITH your audience.

    Search is constantly evolving. Not only are search engines getting more sophisticated, but the way people are searching has changed as well:
    • Half of all smartphone users use voice technology. (comScore)
    • Mobile phones are expected to be used for 80% of all internet access in 2019, a 10% increase from 2017. (Quartz)
    • Mobile searches for queries with questions like “do I need”, “should I”, and “can I” have grown by at least 65% over the past two years. (Google)
    As queries get more specific and question-based with natural language, making tweaks to your content to match those relevant queries and opportunities allows you to better match users needs. It paves the way for being the best answer, whenever, wherever, and however your audience is searching. Read: Hey Alexa: How Do I Bake Voice Search Into My B2B Marketing Strategy?

    #3 - Refreshing could give you leg-up on more than just your competitors.

    Content marketing is no longer the new shiny object in the B2B realm. Content marketing is simply modern marketing. As content continues to proliferate you’re likely competing for visibility and reach with your direct competitors within your industry, as well as indirect competitors such as third-party review sites, industry publications, independent bloggers, technology providers, and so on. There are hundreds of billions of webpages in the Google Search Index, and while serving different audiences and thought leadership purposes, there’s likely some overlap in keyword targeting. Let’s take “B2B content marketing” as an example—industry publications such as Search Engine Journal, tools like BuzzSumo or HubSpot, platforms like LinkedIn*, and of course B2B marketing agencies like us, have all produced content on this topic. So, when it comes to refreshing content, you have the opportunity to see how your content is stacking up to all the competition and make data-informed tweaks to differentiate and personalize for your core audience.

    How to Get Started with Refreshing Content

    Identify Refresh Opportunities With a Content Audit

    You’ve published a lot of content. And more than likely you have several that are top-performers, bringing in tons of traffic. You also may have some good performers or rising stars in there, as well as pieces that simply haven’t gained any meaningful traction. Refreshes can help you bolster those top-performers and hopefully improve performance of other pieces. To know where to focus your refreshing and optimization efforts, you need to know how your existing content is performing with an audit. By auditing your current content for current rankings, position changes, traffic trends, and more, you can see which posts have the greatest opportunity. [bctt tweet="Content refreshes can help you bolster those top-performers and hopefully improve performance of other pieces. @annieleuman #B2BContentMarketing" username="toprank"]

    Put Experience in the Driver Seat

    Refreshing is about both your audience and the search engine. So, when you revisit posts to make optimizations, you need to ensure you keep both parties in mind. Focusing solely on your audience could mean missing out on a critical SEO opportunity. And the opposite could be said when zeroing-in on SEO. To tick both boxes, carefully research your content’s current user experience with metrics like time on page, click through rate, bounce rate, pages per session, or scroll depth. Analyzing these data points should give you an indication of which areas of the experience need the most attention and which sections of your content may need adjustments. This helps you avoid delivering an unsatisfactory user experience that results in drop-offs from both your audience and site crawlers.

    Repurpose Where It Makes Sense

    There’s refreshing and repurposing. Refreshing is updating something that already exists. Repurposing is taking something that exists and using it to create something new. And there’s a place for both in your content strategy. When should you repurpose and when should you refresh? A top-performing, broad post is a great repurposing opportunity. You’ve covered the topic with broad strokes. And through repurposing you can dig a little deeper into some of the specific themes or opportunities, using some of the existing content to support your narrative. Conversely, in-depth content that is ranking for several long-tail keywords is another good repurposing opportunity. If you split the content into several pieces, with each one targeting a different long-tail variation, you could drastically improve those organic rankings and traffic — all by repurposing and restructuring the original piece. In addition, repurposing can help you personalize content for specific verticals or audience segments. Through repurposing, you can take an existing article and tailor it for a different target audience with new data that’s relevant for them, solutions to their biggest pain points, and more. Read: A Tasty, Strategic Addition to the Content Marketing Table: ‘Repurposed Content Cobbler’

    Refresh for Success

    Everything old can be new again. From SEO to growing your content to match your audience’s needs, there are several benefits that come from refreshing content. Refresh for success by conducting a content audit, keeping both humans and search engines in mind, and repurposing when and where it makes sense. via GIPHY How else can you maximize the value of your B2B content? Get an inside look into the future of B2B Content. *Disclosure: LinkedIn is a TopRank Marketing client.

    The post Everything Old Is New Again: Why & How to Refresh B2B Content appeared first on Online Marketing Blog - TopRank®.

  • Thursday 18 April 2019 - 12:24
    Twitter a acquis Highly, l’application de partage de contenu en surbrillance. Le PDG Andrew Courter a annoncé le rachat dans un post, mais n’a pas donné de détail sur ce que sera le rôle de Highly...

    ---
  • Thursday 18 April 2019 - 12:00
    Solution addresses one of the most prominent AMP criticisms, but its implementation doesn’t come without controversy.    

    Please visit Search Engine Land for the full article.
  • Thursday 18 April 2019 - 11:49
    En général, en tant que prestataires "techniques", nous avons souvent des travaux de design à intégrer. Les clients, finaux ou "agences" fournissent des designs, faits par des designers, graphistes dont...

    ...Tubbydev: web , développement, audience et référencement, blogs et entreprises
  • Thursday 18 April 2019 - 11:00

    Posted by meagar8

    Let’s get real for a moment: As much as we hear about positive team cultures and healthy work environments in the digital marketing space, many of us encounter workplace scenarios that are far from the ideal. Some of us might even be part of a team where we feel discouraged to share new ideas or alternative solutions because we know it will be shot down without discussion. Even worse, there are some who feel afraid to ask questions or seek help because their workplace culture doesn’t provide a safe place for learning.

    These types of situations, and many others like it, are present in far too many work environments. But what if I told you it doesn’t have to be this way? 

    Over the last ten years as a team manager at various agencies, I’ve been working hard to foster a work environment where my employees feel empowered to share their thoughts and can safely learn from their mistakes. Through my experiences, I have found a few strategies to combat negative culture and replace it with a culture of vulnerability and creativity.

    Below, I offer four simple steps you can follow that will transform your work environment into one that encourages new ideas, allows for feedback and positive change, and ultimately makes you and your team better digital marketers.

    Vulnerability leads to creativity

    I first learned about the impact of vulnerability after watching a viral TED talk by Dr. Brene Brown. She defined vulnerability as “uncertainty, risk, and emotional exposure.” She also described vulnerability as “the birthplace of love, belonging, joy, courage, empathy, and creativity.” From this, I learned that to create a culture of vulnerability is to create a culture of creativity. And isn’t creativity at the heart of what we SEOs do?

    A culture of vulnerability encourages us to take risks, learn from mistakes, share insights, and deliver top results to our clients. In the fast-paced world of digital marketing, we simply cannot achieve top results with the tactics of yesterday. We also can’t sit around and wait for the next Moz Blog or marketing conference, either. Our best course of action is to take risks, make mistakes, learn from those mistakes, and share insights with others. We have to learn from those with more experience than us and share what we know to those with less experience. In other words, we have to be vulnerable.

    Below is a list of four ways you can help create a culture of vulnerability. Whether you are a manager or not, you can impact your team’s culture.

    1. Get a second pair of eyes on your next project

    Are you finishing up an exciting project for your client? Did you just spend hours of research and implementation to optimize the perfect page? Perfect! Now go ask someone to critique it!

    As simple as it sounds, this can make a huge difference in fostering a culture of creativity. It’s also extremely difficult to do.

    Large or small, every project or task we complete should be the best your team can provide. All too often, however, team members work in silos and complete these projects without asking for or receiving constructive feedback from their teammates before sending it to the client. This leaves our clients and projects only receiving the best one person can provide rather than the best of an entire team.

    We all work with diverse team members that carry varying levels of experience and responsibilities. I bet someone on your team will have something to add to your project that you didn’t already think of. Receiving their feedback means every project that you finish or task that you complete is the best your team has to offer your clients.

    Keep in mind, though, that asking for constructive feedback is more than just having someone conduct a “standard QA.” In my experience, a “standard QA” means someone barely looked over what you sent and gave you the thumbs up. Having someone look over your work and provide feedback is only helpful when done correctly.

    Say you’ve just completed writing and editing content to a page and you’ve mustered up the courage to have someone QA your work. Rather than sending it over, saying “hey can you review this and make sure I did everything right,” instead try to send detailed instructions like this:

    "Here is a <LINK> to a page I just edited. Can you take 15 minutes to review it? Specifically, can you review the Title Tag and Description? This is something the client said is important to them and I want to make sure I get it right."

    In many cases, you don’t need your manager to organize this for you. You can set this up yourself and it doesn’t have to be a big thing. Before you finish a project or task this week, work with a team member and ask them for help by simply asking them to QA your work. Worried about taking up too much of their time? Offer to swap tasks. Say you’ll QA some of their work if they QA yours.

    Insider tip

    You will have greater success and consistency if you make QA a mandatory part of your process for larger projects. Any large project like migrating a site to https or conducting a full SEO audit should have a QA process baked into it.

    Six months ago I was tasked to present one of our 200+ point site audits to a high profile client. The presentation was already created with over 100 slides of technical fixes and recommendations. I’m normally pretty comfortable presenting to clients, but I was nervous about presenting such technical details to THIS particular client.

    Lucky for me, my team already had a process in place for an in-depth QA for projects like this. My six team members got in a room and I presented to them as if they were the client. Yes, that’s right, I ROLE PLAYED! It was unbearably uncomfortable at first. Knowing that each of my team members (who I respect a whole lot) are sitting right in front of me and making notes on every little mistake I make.

    After an agonizing 60 minutes of me presenting to my team, I finished and was now ready for the feedback. I just knew the first thing out of their mouths would be something like “do you even know what SEO stands for?” But it wasn’t. Because my team had plenty of practice providing feedback like this in the past, they were respectful and even more so, helpful. They gave me tips on how to better explain canonicalization, helped me alter some visualization, and gave me positive feedback that ultimately left me confident in presenting to the client later that week.

    When teams consistently ask and receive feedback, they not only improve their quality of work, but they also create a culture where team members aren’t afraid to ask for help. A culture where someone is afraid to ask for help is a toxic one and can erode team spirit. This will ultimately decrease the overall quality of your team’s work. On the other hand, a culture where team members feel safe to ask for help will only increase the quality of service and make for a safe and fun team working experience.

    2. Hold a half-day all hands brainstorm meeting

    Building strategies for websites or solving issues can often be the most engaging work that an SEO can do. Yes that’s right, solving issues is fun and I am not ashamed to admit it. As fun as it is to do this by yourself, it can be even more rewarding and infinitely more useful when a team does it together.

    Twice a year my team holds a half-day strategy brainstorm meeting. Each analyst brings a client or issues they are struggling to resolve its website performance, client communication, strategy development, etc. During the meeting, each team member has one hour or more to talk about their client/issue and solicit help from the team. Together, the team dives deep into client specifics to help answer questions and solve issues.

    Getting the most out of this meeting requires a bit of prep both from the manager and the team.

    Here is a high-level overview of what I do.

    Before the Meeting

    Each Analyst is given a Client/Issue Brief to fill out describing the issue in detail. We have Analysts answer the following 5 questions:

    1. What is the core issue you are trying to solve?
    2. What have you already looked into or tried?
    3. What haven’t you tried that you think might help?
    4. What other context can you provide that will help in solving this issue?

    After all client briefs are filled out and about 1-2 days prior to the half day strategy meeting I will share all the completed briefs to the team so they can familiarize themselves with the issues and come prepared to the meeting with ideas.

    Day of the Meeting

    Each Analyst will have up to an hour to discuss their issue with the team. Afterwards, the team will deep dive into solving it. During the 60 minute span, ideas will be discussed, Analysts will put on their nerd hats and dive deep into Analytics or code to solve issues. All members of the team are working toward a single goal and that is to solve the issue.

    Once the issues is solved the Analyst who first outlined the issue will readback the solutions or ideas to solving the issue. It may not take the full 60 minutes to get to a solution. Whether it takes the entire time or not after one issue is solved another team member announces their issue and the team goes at it again.

    Helpful tips

    • Depending on the size of your team, you may need to split up into smaller groups. I recommend 3-5.
    • You may be tempted to take longer than an hour but in my experience, this doesn’t work. The pressure of solving an issue in a limited amount of time can help spark creativity.

    This meeting is one of the most effective ways my team practices vulnerability allowing the creativity flow freely. The structure is such that each team member has a way to provide and receive feedback. My experience has been that each analyst is open to new ideas and earnestly listens to understand the ways they can improve and grow as an analyst. And with this team effort, our clients are benefitting from the collective knowledge of the team rather than a single individual.

    3. Solicit characteristic feedback from your team

    This step is not for the faint of heart. If you had a hard time asking for someone to QA your work or presenting a site audit in front of your team, then you may find this one to be the toughest to carry out.

    Once a year I hold a special meeting with my team. The purpose of the meeting is to provide a safe place where my employees can provide feedback about me with their fellow teammates. In this meeting, the team meets without me and anonymously fills out a worksheet telling me what I should start doing, stop doing, and keep doing.

    Why would I subject myself to this, you ask?

    How could I not! Being a great SEO is more than just being great at SEO. Wait, what?!? Yes, you read that right. None of us work in silos. We are part of a team, interact with clients, have expectations from bosses, etc. In other words, the work we do isn’t only technical audits or site edits. It also involves how we communicate and interact with those around us.

    This special meeting is meant to focus more on our characteristics and behaviors, over our tactics and SEO chops, ensuring that we are well rounded in our skills and open to all types of feedback to improve ourselves.

    How to run a keep/stop/start meeting in 4 steps:

    Step 1: Have the team meet together for an hour. After giving initial instructions you will leave the room so that it is just your directs together for 45 minutes.

    Step 2: The team writes the behaviors they want you to start doing, stop doing, and keep doing. They do this together on a whiteboard or digitally with one person as a scribe.

    Step 3: When identifying the behaviors, the team doesn’t need to be unanimous but they do need to mostly agree. Conversely, the team should not just list them all independently and then paste them together to make a long list.

    Step 4: After 45 minutes, you re-enter the room and over the next 15 minutes the team tells you about what they have discussed

    Here are some helpful tips to keep in mind:

    • When receiving the feedback from the team you only have two responses you can give, “thank you” or ask a clarifying question.
    • The feedback needs to be about you and not the business.
    • Do this more than once. The team will get better at giving feedback over time.

    Here is an example of what my team wrote during my first time running this exercise.

    Let’s break down why this meeting is so important.

    1. With me not in the room, the team can discuss openly without holding back.
    2. Having team members work together and come to a consensus before writing down a piece of feedback ensures feedback isn’t from a single team member but rather the whole team.
    3. By leaving the team to do it without me, I show as a manager I trust them and value their feedback.
    4. When I come back to the room, I listen and ask for clarification but don’t argue which helps set an example of receiving feedback from others
    5. The best part? I now have feedback that helps me be a better manager. By implementing some of the feedback, I reinforce the idea that I value my team’s feedback and I am willing to change and grow.

    This isn’t just for managers. Team members can do this themselves. You can ask your manager to go through this exercise with you, and if you are brave enough, you can have you teammates do this for you as well.

    4. Hold a team meeting to discuss what you have learned recently

    Up to this point, we have primarily focused on how you can ask for feedback to help grow a culture of creativity. In this final section, we’ll focus more on how you can share what you have learned to help maintain a culture of creativity.

    Tell me if this sounds familiar: I show up at work, catch up on industry news, review my client performance, plug away at my to-do list, check on tests I am running and make adjustments, and so on and so forth.

    What are we missing in our normal routines? Collaboration. A theme you may have noticed in this post is that we need to work together to produce our best work. What you read in industry news or what you see in client performance should all be shared with team members.

    To do this, my team put together a meeting where we can share our findings. Every 2 weeks, my team meets together for an hour and a half to discuss prepared answers to the following four questions.

    Question 1: What is something interesting you have read or discovered in the industry?

    This could be as simple as sharing a blog post or going more in depth on some research or a test you have done for a client. The purpose is to show that everyone on the team contributes to how we do SEO and helps contribute knowledge to the team.

    Question 2: What are you excited about that you are working on right now?

    Who doesn’t love geeking out over a fun site audit, or that content analysis that you have been spending weeks to build? This is that moment to share what you love about your job.

    Question 3: What are you working to resolve?

    Okay, okay, I know. This is the only section in this meeting that talks about issues you might be struggling to solve. But it is so critical!

    Question 4: What have you solved?

    Brag, brag, brag! Every analyst has an opportunity to share what they have solve. Issues they overcame. How they out-thought Google and beat down the competition.

    In conclusion

    Creativity is at the heart of what SEOs do. In order to grow in our roles, we need to continue to expand our minds so we can provide stellar performance for our clients. To do this requires us to receive and give out help with others. Only then will we thrive in a culture that allows us to be safely vulnerable and actively creative.

    I would love to hear how your team creates a culture of creativity. Comment below your ideas!



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  • Thursday 18 April 2019 - 10:49
    Google AMP s’agrandit plus rapidement que jamais. Ce n’est plus seulement un moyen optimisé pour faire seulement des pages Web mobiles rapides, car il alimente désormais le contenu interactif dans...

    ---
  • Thursday 18 April 2019 - 10:00
    This script will help you measure the impact of your optimizations on a daily basis.

    Please visit Search Engine Land for the full article.
  • Thursday 18 April 2019 - 09:30
    Vous avez sûrement déjà vu de nombreux entrepreneurs ou entreprises écrire et publier un livre avec tous leurs conseils pour réussir. Eh bien dans cet article, nous allons voir pourquoi et comment. Vous pourrez alors, pourquoi pas, vous lancer ...

    Cliquez sur le titre pour la suite...
  • Thursday 18 April 2019 - 09:03
    Une nouvelle fonctionnalité Twitter qui permet aux utilisateurs de masquer les réponses à leurs Tweets est prévu pour être bientôt déployée. Mais, le badge auteur original est déjà là. var...

    ---
  • Thursday 18 April 2019 - 08:30

    Simple article du quotidien, la paire de chaussettes peut créer un réel Syndrome CPTCO (Syndrome de Choc Post Traumatique de la Chaussette Orpheline).
    Ce mystère nous rend dingues ! Mais où est cette foutue deuxième chaussette ?!?
    Cette complainte humaine est déclinée depuis des décennies sous forme de livres, de pièces de théâtre, campagnes marketing, d’émissions et autres supports.

    Aujourd’hui les chaussettes s’affichent, elles font partie intégrante du look, la touche finale, et les perdre devient de plus en plus difficile moralement !

    Le marketing pour gérer le syndrome de la chaussette orpheline

    Prévenir plutôt que guérir

    Pour réduire l’angoisse ressentie à l’ouverture du hublot de la machine à laver, en sortant, fébrile, notre linge, tremblant à l’idée de la disparition inexpliquée de notre chaussette, souvent la préférée d’entre-toutes, l’humain a créé des solutions.

    Il existe des pinces, des filets, des clips et même l’organisateur de chaussettes !

    Le S.A.V. des chaussettes

    Une marque française a décidé de venir en aide aux personnes traumatisées, en faisant de la permaculture de chaussette.

    marketing chaussette

    Une autre marque, toujours française, a misé sa campagne de marketing sur l’audace, et vous pousse à oser porter des chaussettes différentes pour chaque pied. Mais vous pouvez tout aussi bien en acheter plusieurs identiques pour être sûr de pouvoir remplacer votre chaussette fugueuse.

    marketing chaussette

    Malgré leurs discours différents, toutes deux proposent l’achat de chaussette à l’unité.

    Du coup on achète une paire et ensuite la chaussette de substitution pour la pauvre esseulée. Ou comble de la résistance au syndrome, on les achète de couleur différente : la disparition et le remplacement se vivent avec moins de souffrance !

    La campagne marketing de la marque Monoprix  qui propose une paire de trois chaussettes pour ne jamais laisser seule votre chaussette abandonnée par sa moitié.

     

    Une autre marque, SuperCroix, a tenté de nous rassurer en nous expliquant que nos chaussettes indépendantes et solitaires étaient heureuses ailleurs. On retiendra au final qu’elle est la cause de ce départ !! Attention à votre choix de lessive !

     

    Le non-attachement comme palliatif

    Une solution pour pallier ce syndrome de Choc Post Traumatique de la Chaussette Orpheline est le non-attachement.

    De très nombreux sites nous proposent d’acheter des lots de chaussettes indépendantes et interchangeables. En effet elles sont soit dépareillées mais coordonnées, soit totalement différentes, par paire classique ou par lots de trois, selon le message marketing défini par la marque.

    Pour les pragmatiques

    Pour ceux qui se disent “1 de perdue 10 de retrouvées”, et ne s’embêtent pas à retrouver un double à la pauvre chaussette orpheline, préférant mettre fin à ses souffrances à la jetant. Un site vous propose un abonnement de chaussettes. Il propose non pas des lots de chaussettes mais des “bouquets de chaussettes”. Apparemment “le parallèle avec le bouquet de fleurs est justifié dès lors que la chaussette devient un plaisir que l’on se fait en nombre” nous explique-t-on sur le site.

    marketing chaussette
    Par 3, par 5, 7, 9, 12 ou encore par 15, on choisit la fréquence d’envoi et notre tiroir à chaussettes est toujours plein de paires harmonieuses.

    Utilisation parallèle de la chaussette orpheline

    En parallèle, un site de rencontres allemand, Neu.de, utilise ce syndrome pour sa campagne. En effet, ils ont fabriqué intentionnellement des chaussettes solitaires avec le message « Auch Single? » (traduisez « Aussi célibataire? »). Ils les ont placées dans les machines à laver des laveries.

    marketing chaussette

    Les célibataires potentiels découvrent alors le message soit en ouvrant la machine, soit en triant leur linge.

    Sans oublier les chaussettes dépareillées comme message de soutien

    En 2011, l’Assemblée générale de l’ONU a déclaré le 21 mars comme Journée mondiale de la Trisomie 21.

    L’association Down Syndrome International (DSI), à l’origine d’une campagne qui appelle à porter des chaussettes de couleurs différentes, puis à poster les photos sur les réseaux sociaux via le hashtag #SocksBattle4DS (“Bataille de chaussettes pour le syndrome de Down”, l’autre nom de la trisomie 21).

    chaussette orpheline
    « Une façon ludique et humoristique de s’interroger sur la perception des personnes trisomiques », explique Emmanuel Laloux, président de l’association les Amis d’Éléonore et père d’une jeune fille atteinte de trisomie 21.

    Pour en savoir plus, retrouvez notre livre blanc Inbound Marketing : faire de sa marque un média et transformer son audience en clients, et contactez notre agence Inbound Marketing.

  • Thursday 18 April 2019 - 08:28
  • Thursday 18 April 2019 - 08:18
    Twitter est un réseau social historique et puissant qui subit lui aussi la gangrène du spam, des trolls ou encore des fake news. Sur les principaux réseaux sociaux, pas un jour ne se suit sans qu'une polémique absurde ne naisse, et Twitter est certainement l'un des outils les plus utilisés pour déverser sa haine ou pour faire du cyber-harcèlement. La société a donc décidé de nettoyer sa plateforme au maximum, tout en rappelant les efforts déjà consentis. [...]
  • Thursday 18 April 2019 - 07:45

    Depuis plus de 20 ans que Google existe, l'entreprise a lancé de nombreux projets, mais en a également abandonné une quantité impressionnante. Deux sites se sont mis en tête de les recenser, par type d'outils et par année. Une véritable hécatombe... Il y a quelques jours, le réseau social Google+ a définitivement fermé ses portes, […]

    L’article Google a abandonné plus de 160 outils / sites / projets depuis sa création est apparu en premier sur Abondance.

  • Thursday 18 April 2019 - 03:11
  • Thursday 18 April 2019 - 01:44

    There’s many things we can do in order to encourage people to purchase.

    But if we’re not careful…

    We’ll push people away.

    These are friction points, points in our marketing and business that PUSH customers away. In many cases, we don’t even realize it.

    Friction points are one of the top reasons why your prospects are hesitating from moving through your funnel.

    What is a friction point?

    Friction is any variable, website quality, or user behavior trend that is slowing down (or entirely halting) the progression of your company’s sales cycle.

    Friction can stem from the most subtle details on your website.

    Here are some common sources of friction and ways that your company can avoid them:

    Landing Page Length

    One common point of friction relates to web page length — in other words, the amount of content and information to share with your website visitors.

    Friction happens when you share too much. Friction happens when you share too little. You need to find a happy medium to effectively communicate with your users.

    The thing is, marketers tend to gravitate towards opposite ends of the spectrum.

    The key to finding the right balance is to continuously test your landing pages.

    Consider the following case study where a longer landing page outperformed a much shorter variation. Aagaard was looking at PPC landing page of which the goal was to get prospects to sign up for a home energy audit.

    The company is relatively unknown, and the offer was relatively complex.

    In this case, the longer landing page performed best and generated the higher conversion rate. In other words, friction was at a minimum.

    Longer Copy Friction

    Let’s look at another example.

    DesignBoost provides online courses that teach students how to design mobile apps, landing pages, and more with photoshop. They had the goal of increasing signups.

    The original homepage was very, very long:

    Long Landing Page Version

    Now here’s the short version that was tested against:

    Short Landing Page

    When a landing page is too long, it can scare people away by making your offer look too complex. If a landing page is too short, it can scare people away by making your company appear (potentially) unprofessional or untrustworthy.

    So how do you find the happy medium?

    Qualitative research (talking to your customers, running feedback surveys, interviewing prospects, etc.) can help you uncover what people care about when deciding to do business with your company. What we’re about to say shouldn’t surprise you — it’s common sense.

    Your landing pages and homepage should communicate exactly what users want to know, in the most distilled form possible.

    Answer the question of what your customers care most about, and distill your answer into the most simple and straightforward possible forms. Customers who want more in-depth details will read through your company’s knowledge center, FAQs, case studies, and other in-depth marketing materials. What’s most important is that your landing pages, homepage, and site navigation make it easy to find this information (not that the information is jam-packed into one page that nobody can read).

    Cognitive Dissonance

    Cognitive dissonance is what happens when your landing pages, marketing messages, and ads don’t make sense.

    Remember that the heart of online marketing is how disparate, moving parts come together. In an ideal world, everything — images, copy, themes, long-form content, product descriptions — would flow harmoniously, but here’s the thing.

    It’s really, really challenging to communicate with an audience. Any any given time, we’re wearing our marketing hats. There is always a possibility for disconnect between what you intend to say and how your audience will interpret it.

    f you’re a marketer and you’re thinking of copying a competitor’s marketing (winning) marketing strategy, you might actually lose. Why? Because there are subtle details about your brand that distinguish it from other companies (that might even be doing the exact same thing).

    Your brand’s personality, tone, and style might be different. Your customer base’s values might also be different.

    Cognitive fluency is the opposite of cognitive dissonance.

    Cognitive fluency is as simple as making your website easy to read. The fact is that audience eyeballs are all created differently. Your 20-year-old marketing intern’s eyesight might be perfect, but your 72-year-old first-time buyer? Not so much. If people are havingtrouble reading or processing information, they’re less likely to buy.

    The Subconscious

    Consumers are driven by their instincts. As much as we like to believe that we’re rational and driven by conscious thoughts, the truth is that we’re driven by our emotional brains. We don’t even realize it sometimes.

    Friction happens for reasons that we can’t fully capture or explain — for highly emotional reasons.

    To effectively reach your audience, logic just isn’t enough. You need to force an emotional bond by appealing to your audience’s intuition, instincts, and senses.

    That’s why so many organizations invest so much time (and money) on aesthetics and crafting an experience of delight.

    When you get it right, delight is the single-most important variable for eliminating friction. Delight is about taking the minutiae (as well as different parts of your marketing strategy) and connecting them to your company’s bigger picture.

    Here are the four steps that we recommend for building delight for your brand:

    • UNDERSTAND YOUR CUSTOMERS’ PAIN POINTS: Brands are most successful when they add value to their stakeholders’ lives. Learn as much as you can about your target customer. Think like an anthropologist, and listen more than you talk.
    • DEFINE YOUR BRAND: What does your company care about? Where do your customers’ values overlap with yours?
    • IDEASTORM: This is the fun part. Take what you’ve learned from step 1 and what you’ve planned from step 2 — and brainstorm marketing initiatives that will help you build the strongest possible connection with your customers and prospects. Think of tactics that build trust, inspire happiness, and are foundational for crafting an emotional rapport.
    • TRACK EVERYTHING: A common marketing myth is that branding isn’t measurable.

    Trust

    Why should customers trust your company? What makes your brand different from all the shady businesses after the world that have — time and time again -—scammed their customers, been exposed to cyber vulnerabilities, and simply not respected their customers.

    At any given time, consumers are thinking:

    “Why should I waste my time?”

    And honestly, they’re right. It’s the brand’s burden of responsibility to communicate trust signals to their audiences. There are a few solutions available to help your brand prove establish its reputation and customer value.

    Customer Reviews & Testimonials

    The dark corners of the Internet are looking to eat consumers alive — and that goes for the not-so-shady corners too.

    One way to ease your consumers’ fears is to pave a path with the footsteps of those who have been there before.

    Customer reviews and testimonials add credibility to your assertion that what you’re selling is legit. Here’s why: today’s consumer is totally self-directed. By the time they arrive at your website, they’re already in the mindset of wanting to buy. By the time they actually reach out to a sales rep or complete a lead gen form, they’re already ready to buy.

    FigLeaves, a popular women’s clothing retailer, added product reviews to their website. This change made customers 35% more likely to complete a purchase.

    5 Star Reviews Reducing Friction

    Clarity.fm, as another example, brings together teams of rockstar consultants. When searching for a marketing expert, for instance, how can advice seekers determine who to call?

    Reviews from previous callers.

    Anyone (who is selling anything) needs to build up a stellar and verifiable reputation to justify the prices that they’re charging customers.

    Clarity Reviews

    Do your best to personalize testimonials and reviews, directly from the sources. Present a clear and compelling framework for why your company will save your customer time and money. Make sure to summarize the high-level overview, but also dig deep into the detail (like the following examples):

    SHORT FORM:

    Short Form Copy Clarity

    LONGER FORM:

    Long Form Copy Clarity

    One word of caution: your testimonials need to be thoughtful and readily communicate answers to the questions that your customers are asking.

    WikiJob, a career information site, provides the perfect inspiration for this point. The company had three testimonials on their homepage. The problem is that these testimonials had too much wrong with them.

    The testimonials weren’t attributed to any specific customers, so nobody could see that they were testimonials. They were just random quotes on the homepage. WikiJob did have testimonials, but they were at the bottom of the page. WikiJob decided to A/B test and move the testimonials to the top of the page.

    After making the testimonials look more like testimonials, WikiJob was able to boost conversions by 34%.

    Here’s what the original page looked like:

    Wikijob Landing Page Control

    And here’s the variation that was tested:

    Landing Page Variation with Testimonials

    Safety Seals

    If you’ve been following the news, you’re probably well aware that data privacy is a major consumer priority. Cyber security breaches happen far too often — making consumers hesitant to share their personal data and credit card information online. The risks are far too high and outweigh the decision to buy a $10 product on your e-commerce site.

    Trust and safety seals can help your brand explain to consumers that you’re serious about privacy.

    OrientalFurniture.com — a furniture, gifts, and accessories retailer — published a ‘trust and safety seal’ case study with Internet Retailer in 2011.

    This A/B test was able to boost OrientalFurniture’s conversion rate by 7.6% — visitors who saw the trust and safety seal were more likely to make a purchase than those who did not.

    Oriental Furniture Test

    Safety, trust, and accreditation seals can be placed in various parts throughout your website — on landing pages, near your website footer, and on company about pages. Make sure, however that they’re placed strategically and ready-to-see when your customers checkout. Maximize the impact of these placements.

    Here is another example from ModCloth, a boutique-like women’s clothing retailer, that explains that all transactions are secure:

    Modcloth Returns

    Here is an example from Sole Society, a women’s shoe retailer that explains that all purchases come with a flexible, generous, and free return policy.

    Sole Society Return Policy

    Final Thoughts: Always Be Testing

    We’ve just about approached the very last section of this chapter and have covered almost every consumer psychology related concept in this guide.

    As we conclude — especially as we’re talking about friction — we’d like to emphasize that you should always be running A/B tests to challenge your assumptions. The truth is that you’ll never know where your points of friction are unless you’re constantly researching your customers’ pain points. Even Google Analytics can be misleading. For instance, you might see that users are spending 5-10 minutes on your website — “yay, that’s high user engagement”.

    Actually, no. It could also be the case that your customers are thoroughly confused. A/B tests will help you extrapolate patterns, pinpoint friction, and alleviate pain points that are causing blockages in your conversion funnel.

    Qualitative research is the next step — by talking to your customers, you’ll see why certain patterns exist and understand how you can alleviate them. You can also make more educated guesses about future design, copywriting, and UX experiences.

    Trust the data — it’s smarter than you.

    Key Takeaways

    • In addition to moving people through your company’s conversion funnel, you need to remove barriers that are stopping them from progressing — these barriers are called friction.
    • Friction stems from confusion and frustration. It’s easier to x-out of a window and go visit a competitor than to take the time to truly understand what a company is telling you.
    • The best way to eliminate friction is to keep things simple — don’t overload your customers with information, and answer their questions directly. Create knowledge centers and FAQs to connect information-hungry audiences with more information when they need it.
    • Build trust through testimonials, trust seals, and customer reviews. Be specific about where the information is coming from. Be honest and as transparent as possible. Place this information strategically so that customers are greeted with the information at key decision-making moments.
    • Always be testing and challenging your assumptions. A/B testing and qualitative research should be ongoing processes for your business. Trust your data to inform future learnings.
  • Wednesday 17 April 2019 - 23:26

    Here is a recap of what happened in the search forums today...

  • Wednesday 17 April 2019 - 23:14

    With millions of passionate users, Tumblr is a social media powerhouse that can’t be ignored.

    Even if you’ve never read a Tumblr blog, I’ll walk you through the steps you need to take to create an awesome Tumblr blog from scratch.

    I’ll also go over how you can promote your blog within Tumblr without being pushy or salesy.

    Your first step is to head over to Tumblr.com and sign up on the home page. So you put in your email, your password, and your username, and your username is really important so just like at any social media site, like Pinterest or Facebook or Twitter, you want your username to be a brand name.

    So if we are signing up for Quick Sprout, you would want to make it Quick Sprout and click “Sign up,” and then put your age, and agree to the terms and services and click done. And you’re in.

    Y next step once you have your account is to look for other blogs in your niche and then follow them because Tumblr is all about following other people’s blogs and sharing their content on your blog. Head over to the search bar here and put in a keyword related to what your blog is going to be about.

    Let’s say that I search for marketing, and then you just want to find blogs that look like a good fit for the type of traffic that I want, they produce good content, and they are related to what your blog is going to be about. When you find some, just click on the little blue plus sign and you will be following them. Just do it until you’ve found five, and then click on next step.

    Next you want to add some more details about you and your brand. So if you’re creating a Tumblr around a brand, you want to add your logo, but if it was more of a personal brand, you’d want to upload a head shot. So we’re going to add a picture of Neil, and you can adjust it, then click “Save” when it looks good, and then under title, you want to add your title and a description. You can put a little description about what your brand is about, and you can put something like a slogan or something that is associated with your brand.

    Then click “Next step.” And if you want, you can download their app depending on what mobile device that you use but I’m just going to click I’ll get it later. So once you see this screen you’re good. You officially have a Tumblr blog. So your next step is to find a theme that’s in line with your brand and what your Tumblr blog is going to be all about. So to do that, click on the picture here, and this will actually take you to your blog. So this is what it looks like right now.

    Now to find a theme, click on the “Customize” button in the top right corner, and then click on themes. And then you can choose from hundreds of different themes that Tumblr has, just like with Word Press. So, if you want a free theme, you can click on “Free,” or if you have an idea of what you want your blog to look like, whether it’s single-column or two-column, you can choose that. But let’s just choose free themes to get started.

    Now when you find one that looks nice, just click on it, and Tumblr will show you a live preview of what your blog would look like with that theme. So depending on your brand, this might be the perfect theme, or, maybe this one, Esquire theme, might work better for you. OK? So when you find one that looks nice, click on the “Use” button, and from here you can make any changes to your theme that you want. So if you wanted to change the background color from yellow to another color, you click on the color, and then choose one that works best for you.

    Or if you want to change the accent color, you can do the same thing. And if you want to get really hard core about changing the themes to make sure it’s super in line with what the brand is all about, you can click on “Edit HTML,” and you can actually edit the HTML of the document. When you make a change, click on update preview, and it will show you what that change will look like on your blog.

    So once everything looks good, click on save, then go back to appearance, click on “Save” again, and then click on close and you’ll see what your blog looks like with that theme. So obviously, it’s a little bit bare here, so you want to start adding some content to make your blog a real blog. So to do that, click on the “Dashboard” button, and that will take you back to your Tumblr dashboard. Now, there’s a number of different ways to add content to Tumblr.

    So if you wanted to add text, you could add text. Now unlike other blogging platforms, you don’t want to do things like 5 tips for whatever at Tumblr. That’s not the kind of content that tends to perform well. It’s more eye-catching and engaging stuff. So you want to do like, “Four Examples of Bad-ass Marketing.” OK, because that’s the type of audience that tends to hang out on Tumblr. And then you can add content, just like you would on any blog post, and when it looks good, click on “Publish,” and then if you want to see what it looks like, on your site, you can always click on your face or your logo and it will take you back to your blog. So this is what it looks like.

    Now there are some other ways to add content to your Tumblr blog, one of the most important of which is reblogging other people’s content. So when we first signed up, we followed some bloggers, but now we want to be a little more particular about who we’re following so then we can get their feed. So when you follow someone, their feed ends up here on your dashboard. OK, so what you want to do is follow people strategically who are going to post content that your audience would be interested in and then you can reblog it. So to do that, click on “Find blogs,” and Tumblr will show you some of the most popular blogs.

    So what you want to do is look on the right hand side of the page and find a category that fits best with your blog’s topic, so in the case of Quick Sprout, we choose business. And then you want to find blogs in that space that publish content that your audience would be interested in. And when you find a blog that looks like a good fit, hover over it and click on the “Follow” button. And now you will follow that blog.

    So, when you go into your Tumblr dashboard, and that blog publishes something new, so in the case of Planet Money they just published this, and if you think it’s cool and something that your audience would want to see, just like with any other social media network, you want to share it. So what you do is you click these little arrow buttons, and that will reblog the post. So now when you go back to your Tumblr blog, the post is here.

    So when your audience sees this and they think that it’s cool, they’ll appreciate it just like they would if you shared a great piece of content on Twitter or Facebook. Reblogging also puts you on the radar screen of influential Tumblr blogs, because when you reblog someone else’s content, they are notified. So when we reblogged this piece of content from Planet Money, if we go to the page where the content originally appeared, we can see that it shows that Quick Sprout reblogged it. So, when they see that, they say hey, what’s Quick Sprout? Then they click on it, and when they go to your blog and they see something cool, they reblog to return the favor.

    But obviously, for them to do that, you need to have great original content and that’s what I’m going to show you how to do right now. As I mentioned earlier, not all content performs well on Tumblr. In general, pictures perform really well, so let’s say that you wanted to announce that you just opened a forum on Tumblr. Now instead of heading back to your dashboard, clicking the text button and making a text-based announcement like, “Hey, we just launched a forum.” You wouldn’t want to do that.

    You would want to announce it with a picture. So you head back to your site, and take a picture of whatever it is you’re announcing, copy the image location, and then click photo, and then click URL, and then enter the image URL, and the image will be the centerpiece of your post. So, whenever you want to publish something, whether it’s tips on how to do something or an announcement for your company, you want to make it image-focused.

    So if you were going to do, like five tips for getting more Twitter followers, you would want to put that as five different images or one big image instead of making that text. And to explain what your images are about, you can add a caption here. So, put something like “Announcing for Quick Sprout forum,” and then click “Publish.” And then when you go back to your blog by clicking on your face or logo, you’ll see, it’s right here. It has a nice little frame around it, thanks to the theme.

    So, that’s all there is to marketing your business on Tumblr, and just like with any social media site, the most important thing is to get involved with the community and share great content. And the only twist is that when you share content on Tumblr, make sure it’s images most of the time.

  • Wednesday 17 April 2019 - 21:13

    Color and visual cues can have a dramatic impact on conversion rates. On Quick Sprout, for instance, the Hellobar — a red bar on the top of the page accounts for 11% of all new leads.

    Hello Bar - Color Example

    The same is true for KimberlySnyder.net — she generates around 20% of her revenue through a bright, red Hellobar.

    This tool may not be beautiful. In fact, on some websites, it looks like a total eyesore. But it stands out.

    You see, audiences online have limited attention spans. They’re powering through websites (and digesting information at a million miles an hour). The only way to grab their attention is to stand out from everything that is competing for their attention. That is where color comes in.

    Color has value beyond aesthetics. Yes, we all have preferences, but why? The answer to that question will directly affect your online marketing and conversion optimization strategy. Color is something that’s always around us, but we rarely think about how it impacts us. In this chapter, we’re going to overthink it. Everything you’ve ever wanted to know about color will be captured in the next 20+ pages.

    Color Theory

    There is a clear science to picking colors that work together. There is a definite element of subjectivity involved (culture, generational perspectives, and personal preferences), but there is also a set of best practices that psychologists and designers will stick to. Colm Tuite, a user experience designer, breaks down color into the following framework.

    Pures, Tints, Shades & Tones

    PURE COLOR

    Pure Color

    These are colors that are not mixed with other hues. They’re usually incorporated into bright designs. Anything youthful, summery, cheerful, energetic, or ‘cool’ can benefit from using pure colors.

    TINTS

    Tints

    These are colors mixed with white. They convey a lighter, more peaceful, and less energetic feeling than pure colors. They’re also considered more feminine. Companies in the health, spa, and beauty industries could benefit from using these colors.

    SHADES

    Shades

    These are colors mixed with black and are effective in communicating mysterious, dark, evil, or dangerous moods. Shades can work well with gradients when used with either a pure color or lighter shade.

    The Meanings Of Colors

    Certain colors are tied to cultural, emotional, and social connotations. Here are some meanings of colors in the western world.

    Meanings of Color

    Tints and shades can help influence the feelings that color conveys. For instance, a darker shade of blue would convey more security and integrity. Lighter shades of blue would convey more tranquility and peace. Some colors have developed a particular meaning over time due to use from certain organizations (i.e. a branding effective).

    For instance, the Catholic Church uses deep shades of purple and red, giving the colors a spiritual meaning. Pink has also become associated with femininity. Countries have also adopted certain colors as their own (for instance, Ireland and green).

    Maintaining Simplicity

    A common mistake when working with colors is to use too many of them. It is usually better to use one prominent color that is offset by a neutral color like white, gray, or black. When you use too many colors, you may end up conveying too many feelings or messages at once — something that will potentially confuse the person viewing your design.

    Contrast

    For the most part, dark colors are strong complements to bright colors. That is why most books are designed using white backgrounds and black text. Each color has a contrast value (white is the lightest and black is the darkest). Yellow and green have light values (so they would be difficult to read on a white background).

    Contrast Example

    Example

    Let’s say that a client approaches your (hypothetical design) company looking for a logo. The company is a beauty spa, which uses natural, organic products. The target market is women, and she is trying to convey a peaceful messages, rather than an energetic one. So, she knows that tints are the best route to take, as opposed to pure colors or shades. Colors to convey tranquility and femininity are pink, yellow, purple, and blue.

    The client really wants to drive home that products are organic. One option is green, which conveys thoughts of freshness and the environment. The following shade of green, however, is not very feminine:

    So the shade would need to be a little light

    If you also want to convey a bit of tranquility, you would add a bit of blue.

    Color And Conversions

    Here’s the quick facts on how colors impact conversions:

    • 92.6% of people say the visual dimension is the #1 influencing factor affecting their purchase decision (over taste, smell, etc.).
    • Studies suggest that people make a subconscious judgment about a product within 90 seconds of initial viewing. Up to 90% of that assessment is based on color alone.
    • One study found that magazine readers recognize full-color ads 26% more often than black-and-white ads.
    • Heinz changed the color of their signature ketchup from red to green and sold over 10 million bottles in the first 7 months, resulting in $23 million in sales.

    How Colors Impact Conversions

    Here’s some additional facts on how color effects purchase decisions:

    • When marketing new products, it is important to understand that consumers place visual appearance and color above other factors when they shop.
    • 85% of shoppers place color as a primary reason for why they buy a particular product.
    • Color increases brand recognition by 80%. Brand recognition is directly tied to consumer confidence.
    • Colors are not universal in nature. Colors that entice in North America are different from those that entice in India. See the infographic (below) to see how different colors affect online consumers in North America.
    • Color is not the only element that influences consumer behavior. For online shoppers, design, buzzwords and convenience also affect the need to shop.

    Color affects us in countless ways, both mentally and physically. Psychologists have suggested that color impression can account for 60% of the acceptance or rejection of a product or service. A bad color combination can have the same user experience consequences of poor copy or slow page load times.

    Gender

    ender is something we’ve talked about in the last few sections — but it’s important for us to call out specifically. At any given time, your audience is some proportion of men and women. For the sake of argument, we’re going to say 50/50, but the reality is that this number can fluctuate depending on your business and industry. If you’re not careful (and create gender-centric marketing imagery), you could end up losing out on up to 50% of your web traffic and conversions.

    In our everyday lives, we see the world as individuals. We need to change our perspective and start seeing the world as marketers instead. Color is out of the ways to market to people who aren’t like us.

    Color by Gender

    In general, research says that gender associations with color are ambiguous.

    Some observations that some analysts have made:

    • A review of color studies done by Eysenck in early 1940’s notes the following results to the relationship between gender and color. Dorcus (1926) found yellow had a higher affective value for the men than women and St. George (1938) maintained that blue for men stands out far more than for women.
    • An even earlier study by Jastrow (1897) found men preferred blue to red and women red to blue. Eysenck’s study, however, found only one gender difference with yellow being preferred to orange by women and orange to yellow by men. This finding was reinforced later by Birren (1952) who found men preferred orange to yellow; while women placed orange at the bottom of the list.
    • Guilford and Smith (1959) found men were generally more tolerant toward achromatic colors than women. Thus, Guilford and Smith proposed that women might be more color-conscious and their color tastes more flexible and diverse. Likewise, McInnis and Shearer (1964) found that blue green was more favored among women than men, and women preferred tints more than shades. They also found 56% of men and 76% of women preferred cool colors, and 51% men and 45% women chose bright colors. In a similar study, Plater (1967) found men had a tendency to prefer stronger chromas than women.

    What’s important to keep in mind is that cultural and social contexts are changing all the time. There is so much variation in the population that you’re not going to be able to appease everybody with just one color scheme. You could read all of the psychology studies in the world, but if you sit around trying to be a perfectionist, you’re never going to get anything done.

    The best way to figure out if you’re excluding men and women in your marketing? Talk to people in your target customer base. Research some of the color schemes that your competitors are using. Don’t leave the decision to guess work, but don’t dwell on finding the “right” answer either (because you probably won’t).

    The best answer is in your data. In addition to conducting qualitative research with your target customers, make sure that you’re running consistent A/B tests.

    Accessibility

    As you’re designing your website, keep in mind that your audiences perceive the world differently. Even if you have perfect vision, the world doesn’t. The W3C Web Accessibility initiative has put together a list of resources to help website owners ensure that their websites are accessible to people with disabilities. Here is a guide to help you establish checkpoints for accessible colors.

    Brightness

    rightness, for the purpose of this discussion, is defined as the intensity of light illuminating an object. It can be calculated as the arithmetic mean of the red, green, and blue color coordinates. The W3C suggests using the following formula to determine color brightness:

    BRIGHTNESS = ((RED X 299) + (GREEN X 587) + (BLUE X 114))/1000

    A visible color should be brighter than 125

    Color Difference

    Color difference is the variation in hugh between the foreground and the background color of your website. Here is a formula to help you calculate the color difference:

    RED = MAX(RED FOREGROUND, RED BACKGROUND)
    -MIN(RED FOREGROUND, RED BACKGROUND)

    GREEN = MAX(GREEN FOREGROUND, GREEN BACKGROUND) -MIN(GREEN FOREGROUND, GREEN BACKGROUND)

    BLUE = MAX(BLUE FOREGROUND, BLUE BACKGROUND)
    -MIN(BLUE FOREGROUND, BLUE BACKGROUND)

    = (RED) + (GREEN) + (BLUE)

    Background and foreground color are visible if the color difference has a value greater than 500.

    Rules Of Thumb

    To make sure that your website is accessible, start by following these best practices:

    • Use font sizes that are large enough to read. While this tip is not directly related to color, it is important to keep in mind. Ultimately, color is not a standalone concept — it works together with other elements of your website, advertisements, and landing pages.
    • Keep paragraphs short so that information is easy to digest (and readers don’t feel like they’re looking a giant block of color).
    • Use complimentary but contrasting colors between your background and foreground. You can use a color wheel to figure out which colors will potentially work well together.

    Relevance To Sales

    When you’re choosing colors for your website, landing pages, and call to action buttons, you’re not just choosing colors for the sake of aesthetics. Here is a chart from Ren Walker at AdPearance that gives an overview of colors within the context of call to action buttons (in the Western world):

    Color impact on sales

    Wow. That’s a lot of options. Which one should you choose? Even if you’re a color psychology expert, it can be tough to decide on just one color — for a form button, for instance. What if you want to create a sense of urgency but also trust?

    The most important way to narrow down your options is to consider the context of your form. What type of information are you looking to collect? If the potential lead needs to include personal information beyond basic contact details, you might consider choosing a calming color like green or blue. You should also consider what the rest of your page looks like. A red button, for instance, won’t stand out on a page that is based on the same color. Choose contrasting colors so that your call to action (CTA) buttons stand out on your landing pages.

    Capturing Audience’s Attention

    Take this commonly cited A/B test, for instance:

    Performable Button Test

    Performable — an email marketing platform that was acquired by HubSpot, experienced a 21% boost in conversions when the company changed its call to action button color from green to red.

    The effect of the color change has everything to do with the CTA’s context.

    The page on the left is very-much geared towards a green palette. The green CTA just blends within the page’s surrounding context. Red, however, presents a drastic visual context. The button truly stands out from the other elements on the page.

    Website Elements Affected

    In a blog post for CrazyEgg, Stephanie Hamilton put together a comprehensive list of website elements impacted by color:

    Text Links

    One solution for drawing attention to monochromatic links is to give them a faint background to lift them off the page. This technique helps to remind users where they are on your website. Check out how AppZapper makes the “overview” link by highlighting it in green when the user is on the page.

    Text Link Color

    Navigation

    Bronto uses saturated colors to bring attention to its website navigation. This helps focus the reader’s attention to this extremely important (but small) part of the website.

    Navigation Color

    Buttons

    Use colors to make your website’s call to action (CTA) buttons stand out from other elements on your website. Large, vibrant buttons will help your users understand what actions they should be taking on your website.

    Button Color Example

    Headings

    Vibrant (but minimal) headings can help illuminate the most important concepts that you’re trying to communicate on your website.

    Headings Color Example

    List Items

    If you want to draw attention to a certain feature or section of your website, you can use colors in a way that don’t overwhelm the rest of your page’s design.

    Complement Your Brand’s Personality

    Brand personality is a concept that we’ve talked about earlier in this guide. Color presents a powerful opportunity for self-expression. Use colors to accentuate your existing brand identity, and make sure that you piece together a cohesive style. At the end of the day, color is only one part of your branding equation and ultimately needs to complement your voice, persona, tone, and company values.

    Here are the steps that we advises marketers take:

    1. Decide which emotions you want to convey

    This decision will help you decide what color(s) you want to pick and whether you’ll need to create a blend with others. You’ll need to pick a range of colors from the following options:

    • Monochromatic: stick with colors that belong to one color family (such as brown or blue)
    • Analogous: use two or three colors that appear next to one another on the color wheel
    • Complementary: Chose two colors that are opposite one another on the color wheel
    • Triadic: Chose three colors, equally spaced around the color wheel

    2. Choose the palette that best communicates your company’s style

    Warm and Comforting Browns
    Browns evoke home, hearth, comfort, and warmth. You can combine different shades of brown with grays or blues to create a highly comforting vibe.

    Brown Color Scheme Example

    Playful Greens
    If your brand is playful of energetic, consider using a palette with greens, blues, and oranges. This color scheme combines a pleasing, down to earth vibe with high energy.

    Green Color Scheme Example

    Serious Blues
    Blues are calming and serious You can combine your color scheme with gray, tan, or orange, but you’ll want to keep secondary colors toned down so that you’re not overloading your audience with a chaotic look and feel.

    Blue Color Scheme Example

    Energetic Reds
    Reds provide a burst of energy. If you’re not careful, however, you’ll risk overwhelming your audience. Offer plenty of white space to give your users’ eyes a break.

    Red Color Scheme Example

    Know Your Niche

    Your industry has everything to do with your website’s color scheme and brand personality. A finance website, for instance, should be down to earth. If you move too far from the established path, you’ll risk confusing or causing cognitive dissonance with your customer base. Here are some examples of color schemes that work well for finance sites:

    Finance Color Scheme Site

    This color palette relies on greens that users are used to seeing with financial institutions. The gold switches it up a bit, and the black gives the scheme a foundation of strength and authority.

    This is a strong color combination for a financial brand because it goes beyond the obvious association with money (green). Gold and black reinforce the concept of wealth and provide a sense of stability.

    Here is an example of a ‘cool’ color palette that uses traditional financial colors (green and blue):

    Cool Finance Site Color Scheme Site

    By using these colors in lighter, brighter values, the brand associates itself with the finance world in a way that looks modern and youthful rather than heavy and overbearing.

    The use of white space gives the website a clean, light feel. This is especially valid for a finance site, which drives business by building trust with its user base.

    Key Takeaways

    Color is something that we could seriously talk about forever, but there are still many more topics that we need to cover in this guide. Now is a good time to step back, reflect on key concepts covered, and prep our brains for what’s coming next.

    • There is a clear science to picking colors that work well together. Pure colors, tints, and shades are some of the most basic color variations that you’ll be working with. Know the moods and feelings that your color choices are likely to evoke.
    • Colors come with social and cultural connotations. Remember your frame of reference when you think about how your color choices will affect your audience.
    • Remember that people are reading your content from different perspectives. Eyeballs were not created differently. Some of us have perfect vision while others strain to read text on a screen. Make sure that your text is easy to read by using contrasting colors.
    • Red and green are the colors most affected by vision deficiency, especially among men. Be careful when you’re working with these colors.
    • Color can help you boost conversion rates. When creating your CTAs, pick colors that contrast dramatically from the rest of your color scheme. This boldness ensures that your visual cues stand out. Remember, people on the Internet have limited attention spans and are flaky. The more that you can (quickly) capture their attention, the easier time you’ll have engaging them.
    • A/B testing should be a part of your conversion optimization process. Instead of debating which colors to use, let the data decide for you.
    • Pay attention to standard color schemes in your industry. If you choose something that is too out-of-the-box, you risk causing cognitive dissonance among your audience. In other words, people will have no clue what your brand is about.
    • Remember that gender can have a significant impact on color. One way to play it safe (and appeal to a wide audience) is to choose blues and greens.
    • When buying new products, consumers are heavily swayed by visual appearance. Don’t take any shortcuts with your color choices and design. There are professional designers and branding consultants who can help you figure out what works well together and what doesn’t. Ultimately, everything should complement your brand personality.
    • Color can help you accentuate elements on your website (like navigation, lists, certain buttons of content, etc.).
    • Color has the potential to increase brand recognition by 80%. Choose color schemes that are memorable (but for the right reasons). A carefully chosen color scheme will help your identity shine.
    • When in doubt, ask your customers what they like. Take a look at the colors that brands catering to the same audience are using. There are so many free and creative resources out there — you’re never just jumping in blind
  • Wednesday 17 April 2019 - 20:09

    Posted by Dr-Pete

    The Short Version: Don't obsess over Domain Authority (DA) for its own sake. Domain Authority shines at comparing your overall authority (your aggregate link equity, for the most part) to other sites and determining where you can compete. Attract real links that drive traffic, and you'll improve both your Domain Authority and your rankings.

    Unless you've been living under a rock, over a rock, or really anywhere rock-adjacent, you may know that Moz has recently invested a lot of time, research, and money in a new-and-improved Domain Authority. People who use Domain Authority (DA) naturally want to improve their score, and this is a question that I admit we've avoided at times, because like any metric, DA can be abused if taken out of context or viewed in isolation.

    I set out to write a how-to post, but what follows can only be described as a belligerent FAQ ...

    Why do you want to increase DA?

    This may sound like a strange question coming from an employee of the company that created Domain Authority, but it's the most important question I can ask you. What's your end-goal? Domain Authority is designed to be an indicator of success (more on that in a moment), but it doesn't drive success. DA is not used by Google and will have no direct impact on your rankings. Increasing your DA solely to increase your DA is pointless vanity.

    So, I don't want a high DA?

    I understand your confusion. If I had to over-simplify Domain Authority, I would say that DA is an indicator of your aggregate link equity. Yes, all else being equal, a high DA is better than a low DA, and it's ok to strive for a higher DA, but high DA itself should not be your end-goal.

    So, DA is useless, then?

    No, but like any metric, you can't use it recklessly or out of context. Our Domain Authority resource page dives into more detail, but the short answer is that DA is very good at helping you understand your relative competitiveness. Smart SEO isn't about throwing resources at vanity keywords, but about understanding where you realistically have a chance at competing. Knowing that your DA is 48 is useless in a vacuum. Knowing that your DA is 48 and the sites competing on a query you're targeting have DAs from 30-45 can be extremely useful. Likewise, knowing that your would-be competitors have DAs of 80+ could save you a lot of wasted time and money.

    But Google says DA isn't real!

    This topic is a blog post (or eleven) in and of itself, but I'm going to reduce it to a couple points. First, Google's official statements tend to define terms very narrowly. What Google has said is that they don't use a domain-level authority metric for rankings. Ok, let's take that at face value. Do you believe that a new page on a low-authority domain (let's say DA = 25) has an equal chance of ranking as a high-authority domain (DA = 75)? Of course not, because every domain benefits from its aggregate internal link equity, which is driven by the links to individual pages. Whether you measure that aggregate effect in a single metric or not, it still exists.

    Let me ask another question. How do you measure the competitiveness of a new page, that has no Page Authority (or PageRank or whatever metrics Google uses)? This question is a big part of why Domain Authority exists — to help you understand your ability to compete on terms you haven't targeted and for content you haven't even written yet.


    Seriously, give me some tips!

    I'll assume you've read all of my warnings and taken them seriously. You want to improve your Domain Authority because it's the best authority metric you have, and authority is generally a good thing. There are no magical secrets to improving the factors that drive DA, but here are the main points:

    1. Get more high-authority links

    Shocking, I know, but that's the long and short of it. Links from high-authority sites and pages still carry significant ranking power, and they drive both Domain Authority and Page Authority. Even if you choose to ignore DA, you know high-authority links are a good thing to have. Getting them is the topic of thousands of posts and more than a couple of full-length novels (well, ok, books — but there's probably a novel and feature film in the works).

    2. Get fewer spammy links

    Our new DA score does a much better job of discounting bad links, as Google clearly tries to do. Note that "bad" doesn't mean low-authority links. It's perfectly natural to have some links from low-authority domains and pages, and in many cases it's both relevant and useful to searchers. Moz's Spam Score is pretty complex, but as humans we intuitively know when we're chasing low-quality, low-relevance links. Stop doing that.

    3. Get more traffic-driving links

    Our new DA score also factors in whether links come from legitimate sites with real traffic, because that's a strong signal of usefulness. Whether or not you use DA regularly, you know that attracting links that drive traffic is a good thing that indicates relevance to searches and drives bottom-line results. It's also a good reason to stop chasing every link you can at all costs. What's the point of a link that no one will see, that drives no traffic, and that is likely discounted by both our authority metrics and Google.


    You can't fake real authority

    Like any metric based on signals outside of our control, it's theoretically possible to manipulate Domain Authority. The question is: why? If you're using DA to sell DA 10 links for $1, DA 20 links for $2, and DA 30 links for $3, please, for the love of all that is holy, stop (and yes, I've seen that almost verbatim in multiple email pitches). If you're buying those links, please spend that money on something more useful, like sandwiches.

    Do the work and build the kind of real authority that moves the needle both for Moz metrics and Google. It's harder in the short-term, but the dividends will pay off for years. Use Domain Authority to understand where you can compete today, cost-effectively, and maximize your investments. Don't let it become just another vanity metric.


    Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don't have time to hunt down but want to read!

  • Wednesday 17 April 2019 - 19:20

    If you’re running a business or marketing team, you’re probably focused on three key metrics: cost, revenue, and profit (or margin). Your goal is always to minimize costs while maximizing revenues. You may even work with a finance leader to set aggressive growth goals for your company.

    For many business leaders, pricing is something practical. You choose numbers that will pay employee salaries and keep the lights on. You pick numbers that will be extremely competitive with the market — after all, it’s your buyers that will keep your company afloat.

    There’s a key dimension to pricing, however, that your business may be missing.

    You guessed it — it’s buyer psychology.

    Pricing is a concept that transcends profit margins. It’s also a marketing tactic that can help your business boost sales volume. When you think about pricing, you need to focus on more than what will cover your company’s operating expenses and pay the bills. You need to choose numbers that will compel your audiences to buy. This chapter will teach you how.

    Emphasize Value & ROI Above Cost

    Instead of showing prospects what they should expect to spend, show them what they are going earn. As a marketer, you’re well aware that costs are always relative to outcome. Instead of fixating on how your product delivers the best rates in the industry, communicate something more — that your product comes with unbeatable results.

    Bidsketch, a company that sells proposal templates to agencies and freelancers, exemplifies this idea. The company empowers its subscribers to create professional looking proposals in minutes — a process that would otherwise take solopreneurs hours (sometimes days).

    The company does a great job communicating the ROI of its product: time saved and dollars earned.

    Business owners are well-aware that time is more valuable than money.

    The company, on its home page, shares a testimonial from one client who was able to cut down proposal time from 3 hours to 45 minutes. Bidsketch also advertises that its subscribers will be able to cut their proposal creation time in half.

    Collectively, Bidsketch customers have been able to generate $261M+ in new projects — indicating that clients are able to achieve significant results (new business) in less time.

    Now come the tough question — how much does this cost? The homepage clearly explains the benefits and value of using Bidsketch, but how much of a commitment is necessary to get started?

    $29 per month.

    A smart business owner will immediately jump to do a quick cost-benefit analysis:

    Let’s say that on average, it takes 3 hours to complete a proposal. Anyone who runs (or works for) a business can approximate how much their time is worth. For clarity’s sake, let’s approximate this number to be $100/hour. Using Bidsketch, you will be able to draft proposals in an hour and a half instead of 3, which means that the cost of creating a proposal will be $150 instead of $300. When you spend $29 to use Bidsketch, you’ll generate an incremental $121.

    Is the $29 cost worth it? Absolutely. In fact, it’s a no brainer.

    Cost is always relative, in the eye of the beholder. Communicate ROI first — before cost becomes a consideration. If you’re able to communicate results in terms of a clear value proposition, your costs will look much less expensive.

    Let’s say that Bidsketch took an entirely different approach to marketing and didn’t communicate a clear value proposition on its home page — a $29 monthly spend would look much bigger.

    Small business owners and entrepreneurs are notoriously frugal. They are frequently living off their savings and pouring their investments into their business. Why spend $29 on a Bidsketch subscription when you could put the funding towards your AdWords campaigns (or grocery bills), instead?

    All of a sudden, cost becomes a major consideration.

    “It’s Miller Time”

    For a company selling beer, this type of slogan might come off as somewhat of an odd choice.

    But according to new research which advocates the benefits of “selling time” over money, it may be a perfect choice.

    “Because a person’s experience with a product tends to foster feelings of personal connection with it, referring to time typically leads to more favorable attitudes—and to more purchases”.

    So says Jennifer Aaker, the General Atlantic Professor of Marketing at Stanford Graduate School of Business.

    Why would selling experience (or time spent) with a product work so much better in some instances than discussing the products favorable price?

    Aaker noted that many (around 48% of those analyzed) advertisements included a reference to time, noting that many marketers seem to innately understand the importance of time to a consumer.

    Unfortunately, very little in the way of actual studies had been done to back this up.

    In their first experiment addressing this, Aaker and her co-author Cassie Mogilner set up, of all things, a lemonade stand using two 6-year olds (so it would appear legitimate).

    In this experiment, the lemonade sold could be purchased for $1-$3 (customer selected) and a sign was used to advertise the stand.

    The 3 separate signs to advertise the lemonade were as follows:

    1. The first said, “Spend a little time and enjoy C&D’s lemonade”
    2. The second said, “Spend a little money and enjoy C&D’s lemonade”
    3. The third said, “Enjoy C&D’s lemonade” (neutral sign)

    Even with this lemonade example the results were apparent.

    The sign stressing time attracted twice as many people, who were willing to pay twice as much.

    To further drive this point home, a second study done with college students (and iPods) was conducted.

    This time, only two questions were asked:

    1. “How much money have you spent on your iPod?”
    2. “How much time have you spent on your iPod?”

    Not surprisingly considering the last study, students asked about time demonstrated far more favorable opinions of their iPods than those asked about money.

    The researchers thought that:

    • One explanation is that our relationship with time is much more personal than our relationship with money.
    • “Ultimately, time is a more scarce resource — once it’s gone, it’s gone — and therefore more meaningful to us”, says Mogilner.
    • “How we spend our time says so much more about who we are than does how we spend our money”.

    Aaker and her colleague were not done yet, however.

    Determined to test whether or not all references to money would lead to a more negative output (due to the participant being reminded of how much they spent on a product), they conducted a similar experiment at a concert.

    This time, the “cost” was actually time, as the concert was free, but people had to “spend” time in line to get the good seats.

    The two questions asked by the researchers in this scenario were:

    1. “How much time will you have spent to see the concert today?”
    2. “How much money will you have spent to see the concert today?”

    The results?

    Even in an instance like this, where time was the resource being spent, asking about time increased favorable opinions toward the concert.

    Not only that, people who stood in line the longest, or the people who incurred the most “cost”, actually rated their satisfaction with the concert the highest.

    “Even though waiting is presumably a bad thing, it somehow made people concentrate on the overall experience”, says Aaker.

    So what’s the deal here?

    Marketers need to start being aware of the meaning that their products bring to the lives of their customers before they start focusing their marketing efforts.

    And one more thing to think about…

    The study notes that the one exception seems to be any products consumers might buy for prestige value.

    If you aren’t in the line of selling sports cars or tailored made suits, you most likely won’t have to deal with this, but the point remains:

    “With such ‘prestige’ purchases, consumers feel that possessing the products reflect important aspects of themselves, and get more satisfaction from merely owning the product rather than spending time with it”, says Mogilner.

    Factor these considerations of the important of time next time you go about pricing your product, and you’ll see that catering to consumer’s most precious resource, their time, can be more persuasive than even the most drastic of price reductions.

    Be Wary Of Comparative Pricing

    You walk into a drugstore to buy a bottle of Ibuprofen. You’re faced with two options — the first, a major pharma brand and the second, a generic.

    The generic is 30% cheaper than its retail equivalent. Why not save a few dollars?

    The problem with comparative pricing is that it isn’t as foolproof as marketers think. Consumers’ perceptions of products may be swayed in a few different ways.

    According to Itamar Simonson, consumers won’t always go for the cheapest. They may go for the consumer brand, which seems like a ‘less risky’ choice. Or, consumers may avoid making a purchase altogether.

    New research from Stanford points out that unintended consequences may result from asking customers to compare prices.

    Price Comparison

    This study analyzes the effect of implicit and explicit comparisons to arrive to this conclusion.

    Implicit comparisons occur when a customer takes the initiative to compare two or more products.

    Conversely, explicit comparisons are those that are specifically stated or brought up by the marketer or advertiser.

    To test the effects of comparative advertising, Simonson and Dholakia set up two trials.

    The first involved selling CDs on eBay.

    The researchers listed (for sale) a number of top-selling albums in CD format, such as “The Wall” by Pink Floyd (hey, not too bad of taste either ;)).

    The cost of the CD’s put up for sale always started at $1.99.

    They then “framed” these auctions in two very distinct ways.

    The first way had the CD ‘flanked’ with two additional copies (of the same CD) that had a starting bid of $0.99.

    The second had the original CD flanked with two copies starting at $6.99.

    The results seemed clear: The CDs flanked with the more expensive options ($6.99) consistently ended up fetching higher prices than the CDs next to the $0.99 offerings.

    “We didn’t tell people to make a comparison; they did it on their own”, said Simonson.

    “And when people make these kinds of comparisons on their own, they are very influential”.

    In order to test the effects of explicitly telling the consumers to compare, the researchers re-did the experiment with the same settings, only this time they outright asked consumers to compare the $1.99 CD with the other offerings.

    The results of this showed that when explicitly stated to compare, prices of the adjacent CDs became statistically irrelevant to what the bids were on the middle disc.

    Additionally, buyers became much more cautious and risk averse in their purchasing of the CDs:

    “The mere fact that we had asked them to make a comparison caused them to fear that they were being tricked in some way”, said Simonson.

    The results were that people became more timid in every aspect imaginable: fewer bids, longer time on their first bid, and less of a likelihood to participate in multiple auctions.

    “Marketers need to be aware that comparative selling, although it can be very powerful, is not without its risks”.

    Think about that the next time you directly compare your offering to your competitors.

    Instead, you might better benefit from highlighting unique strengths and placing an emphasis on time saved over money saved…

    Avoid Option Overload

    Pricing is a discipline where art meets science.

    On the one hand, you want to empower your customers with tons of information. You want to be flexible, and you want to offer ‘premium’ packages.

    But here’s the thing — when it comes to pricing, less is more.

    As Unbounce’s Oli Gardner puts it:

    Consumers constantly face “analysis paralysis, where too many options actually result in no decision being made”.

    Oli Gardner expands upon this concept through a powerful analogy — the Toothpaste Trance. This is a psychological phenomenon that has, at some point, affected everyone. Here’s what happens. There is so much choice for the same product that you end up picking at things randomly. You’re overwhelmed, stop looking at products for their individual benefits and features, and start to perceive each option as ‘one in the same’.

    There’s a famous experiment involving supermarket jam. In 2000, researchers S.S. Inyengar and M.R. Leper conducted a study in a supermarket. The premise? Shoppers could sample the different flavors of jam that were available for purchase. The test compared the impact of varying the number of choices between 24 and 6.

    In the case of the 24 flavors, only 3% of those who tasted the samples went on to purchase the jam, compared to a 30% purchase rate when only 6 flavors were available. Too many options will only inhibit your customers’ ability to make a clear decision.

    Along those lines, your pricing tables need to avoid distractions. Pick 3-5 services in which your company truly excels. Bundle options together into these services, and present the information in 3 streamlined packages.

    What’s key is that you bundle your products and services into packages that make sense for your target customers. The way that you present your pricing is just as important as your actual price points.

    Consider the following case study from Visual Website Optimizer:

    BaseKit, a popular website builder, wanted to improve the performance of its pricing page. They measured success based on the number of people who visit the ‘Buy Now’ page after visiting the ‘Plans and Pricing’ page.

    (For follow-up studies, Visual Website Optimizer recommended that BaseKit monitor revenue as a measure of performance).

    The traffic directed to the pricing page is primarily paid, so it is highly targeted towards users who are interested in the product.

    This was the original variation of the pricing page:

    Original Pricing Page

    The variation page was designed to have brighter, bolder, and clearer pricing — along with a testimonial and more obvious currency selection. The redesigned pricing page yielded a 25% increase in conversions:

    Updated Pricing Page

    The new design reached statistical significance at the 95% confidence level with 24 hours. For the entire duration of the test, the page yielded a 25% improvement.

    Price Vs. Value

    Is price a measure of value? Not necessarily, says a study conducted in 2008 by Goldstein and team. The study found that people “do not derive more enjoyment from more expensive wine” when they don’t know much the wine cost. According to another study, however, there is a clear correlation between price and perceived value. When participants were told that a wine had a high price, participants gave that wine higher ratings.

    The study took its analysis a step further by examining actual neurological responses to this wine tasting activity.

    When told that a wine was more expensive, study participants experienced higher activation in the brain regions associated with feelings of pleasantness. To some extent, consumers are letting price influence how they feel about products and services.

    A similar study conducted by Dan Ariely found that students who paid more for cold medicine reported feeling better than students who purchased the same medicine at a discounted price.

    But still, expensive is not always better. Remember that consumers are driven by a variety of budgets. Some consumers simply can’t afford more expensive products and service. While they’d love to pay more for quality, they don’t have the flexibility to make frivolous or purchases.

    ‘Need vs. luxury’ is one of the most foundational concepts in modern economics. The idea is simple — people will spend money on necessities like food, shelter, and clothing before spending money on luxury items like designer goods, expensive materials, and pricey cars.

    Some consumer are aggressive about comparing prices and finding deals that align with their wallets. But even this trend isn’t always the case.

    Comparison shopping is a strategy used by online retailers to outperform competitors. You may have come across comparison shopping engines like ShopStyle, Google Shopping, or PriceGrabber that make comparison shopping easy.

    Easy Shopping

    Here’s the thing. Research suggests that ‘comparisons’ can position your products (or services) as inferior — even when the products are actually the same. Sounds confusing? Here’s one theory — comparison shopping forces consumers to let their minds wander. Inevitably, they start asking questions — why are some products prices less expensively than others? Consumers may then convince themselves that they’re getting additional value from the more expensive item.

    Here’s the moral of the story — there is no cookie answer to the question of whether to set prices higher or lower. Some consumer groups will be more price sensitive than others. What businesses need to do is develop an extremely focused market.

    Talk to your customers and run qualitative research studies to learn what your target audiences value. Build your pricing models according to what you learn. Be prepared, however — you won’t necessarily please everyone. By focusing on some customer segments, you’ll likely exclude others. And that’s fine.

    Tricks Of The Trade

    CBS News put together a great summary highlighting tricks that retailers will frequently use to convince consumers to buy. These include the following:

    Getting Rid of Dollar Signs

    According to a 2009 Cornell University study, prices marked with dollar signs are correlated with lower consumer spending levels. This particular experiment found that diners in upscale restaurants spend significantly less when menus contained the word “dollars” or the dollar symbol “$”. The reason why? We’re overloaded with information. Words and symbols are additional pieces of information for us to process. Expensive restaurants with a minimalistic approach (‘24’ vs. ‘$24’) want patrons to focus on the food instead of the price.

    ‘10 for $10’

    You’ve seen these offers in virtually every supermarket or drugstore. Consumers are convinced that they have to buy 10 items to get the deal, so they’ll load up their shopping carts.

    The reality is that it’s an advertising ploy. You don’t necessarily have to buy all 10 to get the price. You can simply get 1 for $1. By advertising ‘10 for $10,’ the story is trying to get you to buy more.

    Per-Customer Limits

    You’ve probably seen this language at the supermarket too. This language creates the illusion of a product being a scarce resource. You’re instantly compelled to buy more in case the store runs out. Remember, it’s just a marketing ploy.

    The Power Of ‘9’

    Prices ending in 9, 99, or 95 are called ‘charm prices’. Apparently, we’ve been culturally conditioned to associate 9-ending prices with discounts and better deals.

    -William Poundstone Author of Priceless: The Myth of Fair Value and How to Take Advantage of It

    Also, because we read numbers from left to right, we encode a price like $7.99 as $7 — especially if we read too quickly. It’s called “left-digit effect”:

    We encode it in our minds before we read all the digits

    -Vicki Morwitz Research Professor of Marketing at the Stern School of Business at New York University and president of The Society For Consumer Psychology

    Head over to practically any store around (online or brick and mortar) and you’ll see prices that end in “9” everywhere.

    We’ve all heard of the reasons why it’s used (to make the price look lower), but does it really work? Are people really going to be effected by a $99 price point versus paying $100?

    As it turns out, this tactic does indeed work, and has been dubbed the use of “charm prices”.

    In his book Priceless, William Poundstone dissects 8 different studies on the use of charm prices, and found that, on average, they increased sales by 24% versus their nearby, ’rounded’ price points.

    In fact, in an experiment tested by MIT and the University of Chicago, a standard women’s clothing item was tested at the prices of $34, $39, and $44.

    To the researchers surprise, the item sold best at $39, even more than the cheaper $34 price.

    One has to wonder… is there anything that can outsell number 9?

    Researchers have found that sale prices, that emphasize the original price, do seem to beat out number 9 when split tested.

    Easy Math

    Humans have short attention spans. Every fraction of a second matters. We don’t have time to waste on interpreting commas and decimal places. That’s why retailers will use whole, flat numbers.

    Some stores will put a product on sale and show you the original price from which it was marked down. The sign might say that the original cost was $10 and now $8 instead of $7.97. That’s because ‘$7.97’ is an awkward number. Even though ‘$7.97’ is cheaper, it takes a little more time to digest and instantly calculate the savings. It’s easier to go to $8, as customers can calculate ‘$10-$8’ very quickly.

    Reduced Font Size

    Marketing professors at Clark University and The University of Connecticut found that consumers perceive sale prices to be a better value when the price is written in a small font rather than a large, bold typeface. This is something that marketers sometimes get wrong.

    The theory is that the human mind connects physical magnitude to numerical magnitude.

    Keep in mind, however, is that human eyes aren’t created equally. Small fonts, especially on a computer screen, can be tough to read. Don’t force your audiences to read, but don’t bombard them with giant text advertising your sales either.

    Key Takeaways

    Pricing is more than just numbers. Consumers are typically looking to solve a problem and relieve a key pain point. When trying to establish the ‘right’ price, speak directly to your audience’s needs and values. The solution you’re able to provide will exponentially outweigh the numbers you select. Focus on data related to consumer needs, not arbitrary numbers.

    • Simplify the user experience as much as possible. Avoid option-overload, and keep price points close to round numbers. If incorporating a discount or price comparison with a competitor, get rid of decimal points or commas — they’re only going to confuse your audience.
    • Remember that pricing is all about context. Some demographic groups will be more price conscious (and price sensitive) than others. Some individuals will be aggressive about saving and finding deals. Others will be more flexible about how much money they’re willing to spend. These individuals will likely prioritize their time above saving a few dollars. Your approach to pricing goes hand-in-hand with your company’s go-to-market strategy. Talk to your customers, run a survey, and conduct a qualitative study to figure out — exactly —what your customers want. Are they price sensitive or relatively flexible with their budgets? Focus on your market, and give them exactly what they need. You may exclude some consumer groups, but hey, that’s fine.
  • Wednesday 17 April 2019 - 16:27
    Resolved: Google has resolved the issue with Google News not indexing some publisher’s content.

    Please visit Search Engine Land for the full article.
  • Wednesday 17 April 2019 - 15:45
  • Wednesday 17 April 2019 - 15:26
    Google said yesterday they are aware of an indexing bug impacting a limited number of publishers and they are working to fix it. It seems like the fix has been rolling out, although Google has yet to confirm this issue has been resolved yet.
  • Wednesday 17 April 2019 - 15:26
    It seems like the past month or so has been a tough one for the Google engineers. We have seen bug after bug, many we haven't even covered yet over here. The question is, are they related and when will most of them be resolved. Of course, one thing we can expect, mistakes will happen in the future.
  • Wednesday 17 April 2019 - 15:26
    Back in December we reported that Google updated their link schemes guidelines to disallow "requiring a link as part of a Terms of Service, contract, or similar arrangement" to link to you with a do-follow. The topic came back up when SEO personality Rand Fishkin said he thinks all websites should put a clause in their TOS requiring do-follow links when being quoted.
  • Wednesday 17 April 2019 - 15:26
    We knew this was coming and at the AMP Conference in Tokyo, Google announced support for publishers to use their own URLs when serving AMP pages in Google search. This is powered through signed exchanges and supported with more modern browsers.
  • Wednesday 17 April 2019 - 15:26
    Google My Business is rolling out a new feature to let businesses define their short name and URLs within Google My Business. This way you can when you share your short name, customers can enter the short name URL in the browser's address bar, like "g.page/[yourcustomname]", to go directly to your Google business profile.
  • Wednesday 17 April 2019 - 14:55
    Who are the major vendors? What should I be looking for? What are the costs?

    Please visit Search Engine Land for the full article.
  • Wednesday 17 April 2019 - 14:45
  • Wednesday 17 April 2019 - 14:45
    For years Web marketers and search specialists have used a fairly rigid classification system for identifying queries by type. You should have these three types burned into your soul by now: Informational queries Navigational queries Transactional queries I’ve identified other…
  • Wednesday 17 April 2019 - 14:02
    The SEO plugin claims to fix Schema implementation and provide more context for search engines.

    Please visit Search Engine Land for the full article.
  • Wednesday 17 April 2019 - 14:00

    Online retailers face an uphill battle in securing new customers. More than one hundred thousand websites launch every day . Many of these websites serve market niches – meaning it’s becoming increasingly difficult for general ecommerce sites to maintain market share against specialized retailers.

    Brick-and-mortar stores are fending off competition by recruiting entertaining, empathetic employees. This human touch is great for physical retail, but how can ecommerce sites deliver the knockout punch in their space?

    Amazon is winning by focusing on the “final mile” in commerce

    Amazon, the third largest retailer in the world, provides a shining example for both established and emerging ecommerce brands. The key is in what they call the “final mile”. This refers to both the physical and virtual distance between them and their customers. 

    Local Warehouses and the Acquisition of “Whole Foods”

    Amazon understands that their customers want their products as quickly as possible. The one thing that physical retailers beat Amazon on is the ability to deliver instant gratification. To combat this, the ecommerce giant has invested heavily in three key areas:

    1. The creation of their own Uber-style package delivery service in metropolitan areas.
    2. AI-influenced local warehouses with products likely to be ordered by customers in nearby neighborhoods. 
    3. The acquisition of physical retail spaces, like Whole Foods, to blur the line between ecommerce and physical retail. (They are repurposing some of the warehouse space in their Whole Foods locations to serve as local warehouses as well.)

    Delivering a Compelling, Personalized Online Experience

    The addition of local warehouses and on-demand package delivery certainly helps them shorten the final mile. However, optimizations in the physical final mile are useless without first ensuring that the order is placed with Amazon’s platform, instead of a competitor.

    This is referred to as the “digital final mile”. The key to winning customer loyalty is personalization – and Amazon excels here too. 

    Serving up product suggestions based on past user history

    This might not sound like an earth-shattering idea in ecommerce, but Amazon continues to refine their approach and serve as an industry leader in personalization of the online customer experience. 

    In fact, Amazon is so ahead of the pack that they have created a machine learning service for AWS subscribers that provides a state-of-the-art personalization engine for their projects. Unimaginatively, it’s called “Amazon Personalize”. The earth-shattering aspect of this is that developers get to leverage what Amazon.com has learned over more than a decade of delivering a personalized online experience.

    That amount of knowledge and refinement is nothing to be sneezed at. And based on a few conversations with companies that use AWS, Amazon Personalizewas a deciding factor in choosing AWS over an alternative like Google Cloudor Microsoft Azure

    Leveraging Video Content to Communicate Value in an Engaging Way

    Amazon is a platform where virtually anyone can sign-up and sell their products to Amazon’s extensive user base. Sophisticated product marketers realize that their biggest competition comes from within the Amazon platform itself – in the form of other sellers selling the same or similar products. 

    An entire book could be written on the art of producing compelling product videos. Assuming a seller has created an informative Amazon product listing and engaged a professional team to create a killer product video, the next most important step is uploading the video to Amazon.

    It’s a relatively simple process, yet, Amazon limits the types of video files it accepts in order to ensure fast loading on customer devices. I personally recommend using an online video converterto get around the hardware bottlenecks of most computers. The final product needs to be in one of the following formats:

    • 3GP
    • AAC
    • AVI
    • FLV
    • MOV
    • MP4
    • MPEG-2

    Amazon is dominating ecommerce by transforming the final mile – both physically and virtually. They are blurring the lines between online and physical retail with strategic acquisitions. 

    To ensure they win customers’ orders, they are continuing to enhance their efforts to personalize the customer experience – including everything from product suggestions to encouraging sellers to leverage compelling product videos.

    The post The Final-Mile and its factors for ecommerce success or failure appeared first on Get Elastic Ecommerce Blog.

  • Wednesday 17 April 2019 - 14:00
    Essentiels au développement de l’activité d’une entreprise, les actions commerciales, la gestion et le développement du portefeuille clients peuvent être très chronophages. Il est essentiel d’avoir un bon outil CRM pour gagner du temps, ...

    Cliquez sur le titre pour la suite...
  • Wednesday 17 April 2019 - 13:45
  • Wednesday 17 April 2019 - 13:11
    La critique la plus répandue concernant Google AMP a été qu’il n’affiche pas les URL du nom de domaine de l’éditeur. var google_ads_personalized_consent = ...

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  • Wednesday 17 April 2019 - 12:59
    The new feature has yet to be publicized by Google, but local guides like Mike Blumenthal report that it’s already available to some verified business in Google My Business.

    Please visit Search Engine Land for the full article.
  • Wednesday 17 April 2019 - 10:51
    Facebook vient de déployer une mise à jour à la fois du gestionnaire de publicités et de Business Manager pour les rendre plus faciles à utiliser. var google_ads_personalized_consent = ...

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  • Wednesday 17 April 2019 - 10:45