Where to place Call to Action Buttons on your Website

The most common place to put a call to action button is on the homepage. This is where people land when they first visit your website, so it’s important to make a good first impression. The call to action should be front and center, easy to see and click on.
You can also place call to action buttons throughout your website content – after each paragraph, for example. This will help keep your viewers engaged and ensure that they see your call to action button multiple times.
Finally, don’t forget about social sharing buttons. Including them on your website is a great way to drive traffic and increase engagement. Plus, they can complement your call to action buttons nicely.
So, where should you place your call to action buttons? It depends on what you’re trying to achieve – but the most common places are the homepage, sidebar, and throughout your website content. And don’t forget about social sharing buttons – they are a great addition to your website’s design!

What is the most shareworthy content on your website?

Most likely, if you have a blog, it will be your blog content.

Think about the content on your website that people will want to share the most and make sure that content has social sharing buttons.

The exception, based on some studies, is pages with a specific call to action.

According to VWO, click-throughs to the main CTA (add to cart) button increased by 11.9% when social sharing buttons were removed from the landing page.

To enable additional sharing options, such as email, and sharing to other social networks besides just Twitter and Facebook, you will need the help of a social sharing plugin or app.

These plugins and apps work with specific website platforms to help your visitors share your content with their connections via email and social media.

https://www.searchenginejournal.com/add-social-media-buttons-to-website/285637/

New Google Search Updates & How B2B Marketers Can Use Them To Elevate Efforts

1 — Google & The Cyclical Nature of Content Delivery Evolution

Gary Illyes, webmaster trends analyst at Google, recently joined fellow Google associates John Mueller, senior webmaster trends analyst, and Martin Splitt, Google Search Relations team developer advocate, in an episode of Google’s “Search Off the Record” podcast, and the trio took a fascinating look at several areas of interest to B2B marketers.

Gary, John, and Martin shared some of the ways that Google’s Search Central resource hub — formerly known for years as Google Webmasters — is looking to grow in 2022, from sustainability efforts and search guidelines to how Google plans to meet the challenges of events in 2022, and more.

2 — Data Gathering With An Energy-Saving Eye

Gary explored some of Google’s continuing efforts to refine the web crawling process with an eye towards saving energy and increasing sustainability.

What might seem a small goal at first becomes much larger in scope and importance when the vast size of the web in 2022 — and the frequency with which Google automatically indexes it — are considered.

Additionally, an increasing number of surveys have shown that consumers in both the B2C and B2B markets are placing greater value on sustainability when it comes to how they view and choose to interact with brands since the pandemic began.

https://www.toprankblog.com/2022/02/what-google-search-updates-mean-for-b2b-marketers/

How Google Maps Reviews Are Moderated

Step 1: Strict Content Policies

The backbone of Google’s approach to moderating reviews left on Google Maps is a well defined content policy.

Every website that accepts user generated content must have a well-defined policy describing what is acceptable. This helps users understand the limits and also informs the moderators on when to step in.

Step 2. Content Policy Is Integrated Into Google’s Algorithm

The next step Google takes to protect the integrity of the Google Maps Reviews is to integrate the content policy into Google’s algorithms by using the policy as training data for the algorithm and for its human moderators.

Step 3. Reviews are Immediately Moderated by Google

Google shares that that all reviews are sent to their moderation systems for review as soon as the review is posted.

Google uses a mix of human and machine review systems. Google’s algorithms can process a review and give it a pass for publication within a matter of seconds.

https://www.searchenginejournal.com/google-explains-how-google-maps-reviews-are-moderated/436252/

How to Use Video Marketing for Lead Generation

It must be based on a popular search query.

As controversial as it may sound, leads are a byproduct of web traffic. Think about it, before you can convert a visitor into a lead, you need to have visitors first. That’s why it’s essential to choose a keyword that has a search intent—this way, your video can rank and generate traffic on its own.

It must be aligned with the products you sell.

According to a study, most of the 1,000 most frequently searched prompts on search engines are how-to questions. Meaning that your audience/viewership has a gazillion problems, and they expect you to help them find solutions. So make sure your videos cover problems your product solves and position yourself as the ideal solution.

It should not be too specific.

An Ipsos’ study on advertising found that both visual and written content wear out. This means that if you don’t diversify your video content, it will wear out—and lose engagement. You’ll want to add fresh videos regularly to re-engage your current viewers, which a super-specific topic won’t give you the flexibility to do.

https://www.convinceandconvert.com/digital-marketing/how-to-use-video-marketing-for-lead-generation/

How marketers can adjust to redefined keyword matching

Transitioning to new keyword match types

Successful paid search marketing used to be defined largely by precision — the ability of marketers to exercise control over their campaigns via exact and phrase keyword matching. And while broad match was available, it was never as big of a focus.

Focusing too much on the exact language of queries prevents marketers from seeing the full context of their audiences. To address this issue, Levy suggests marketers consider thinking of their campaigns in terms of passive (broad) and active (exact) targeting, placing more emphasis on the former: “Active is when you are directly trying to make something happen for a given word for a given person. Passive, or broad match, is when you set a theme, let the ‘Google Roomba’ drive around and bump into some walls and make some decisions. Then you see what happens.”

There will always be situations where marketers must manually adjust their paid campaigns. But the key point is that they no longer have to control everything about their matching, and the sooner they let go of that control, the better.

https://searchengineland.com/how-marketers-can-adjust-to-redefined-keyword-matching-379596

Google Q4 search ad revenue: $43.3 billion

Total Google advertising up 32.5%. In Q4, total Google advertising brought in $61.2 billion in revenue. In Q4 2020, that figure was $46.2 billion. “Total Google advertising” includes Google search and other, YouTube advertising, and Google Network.

Philipp Schindler, Google’s SVP and chief business officer, said on the Alphabet earnings call that this growth was driven by “broad-based strength in advertiser spend and strong consumer online activity. In the fourth quarter, retail was again by far the largest contributor to year-on-year growth of our ads business. Finance, media and entertainment and travel were also strong contributors.”

And in fiscal year 2021, total Google advertising grew 42.5% year over year compared to 2020 – $209.5 billion vs. $146.9 billion.

Wondering what percent of Alphabet’s total revenue came from Google advertising in 2021? That would be 82%.

https://searchengineland.com/google-q4-2021-earnings-379735

Virtual and augmented reality technologies

“There have been so many different changes to ways people are interacting on social channels,” said Harvey Rañola of NetBase Quid in the same webinar. “One of the things we’ve been seeing as an emerging trend — even before Facebook decided to rebrand their corporate entity as Meta — is augmented reality.”

Personalized marketing content

Consumers today expect personalized content, especially on their social channels. According to a report from Sprout Social, 61% of consumers expect companies to provide personalized experiences on social media based on previous brand interactions, and 59% expect companies to read and analyze what they post on social media.

Marketing influencers and detractors

Influencer marketing — the process by which brands use external content creators to communicate their messages — has grown a lot as a result of the pandemic. More brands have found influencers’ less scripted styles to be more enticing to consumers.

https://martech.org/3-social-media-trends-impacting-marketing-in-2022/