We live in a world where we are constantly bombarded with short and sweet content that is often lacking substance. Long-form content can help provide value to your website. However, many businesses don’t take advantage of all the benefits it provides – and there are many! If you’re considering implementing long-form content on your website, here are three SEO benefits for you:
1) Longer form content helps generate more traffic because people want something substantial and satisfying.
2) Your brand will become more credible when producing quality work such as long-form articles, which will increase authority and trustworthiness.
3) You’ll be able to drive link-building efforts by creating evergreen or timeless pieces.
We want to take some time today to talk about how you can get the most out of your long-form content, as well as the latest Digital Marketing News so you won’t miss out!
B2B Marketing News: B2B Content Targeting Strategy, Growing Search & Social Ad Spend, YouTube’s Auto-Chapters, & Dark Mode Marketing Insights
Facebook tests a new option for cross-posting your Facebook feed posts to Instagram
Marketers utilizing both Facebook and its Instagram platform have been giving new options making it easier to share content among the two services, including the ability to cross-post Reels and Stories elements from Facebook to Instagram, Facebook recently announced. TechCrunch
YouTube Adds Auto-Chapters as a Search Element, the Next Stage of its Chapters Push
Last year YouTube rolled out a smart indexing feature for splitting videos into parts to make finding certain information within a video easier, and recently the Google-owned video platform has given marketers new options for optimizing their video chapter names, along with adding auto-chapter information to provide additional search data insights, YouTube announced recently. Social Media Today
Dark Mode for Email Survey: What Do Marketers Think?
72 percent of marketers said that they have dark mode email creation on their radar, with some 39 percent of B2B brands noting that they incorporate dark mode emails, a practice that nearly half of B2C brands utilize, according to newly-released email advertising report data of interest to online marketers. Mailjet by Pathwire
https://www.toprankblog.com/2021/10/b2b-marketing-news-102921/
Why SEOs Need to Invest More in Long-Form Content (and How to Do It)
Let’s look at some of the reasons why long-form content can work so well, along with how we can get the most from it.
It’s copy-rich, and easy for Google to crawl and understand
Long-form, written content is very easy for Google and other search engines to understand. This can be a stark contrast to more complex content such as data visualizations or interactive infographics. Whilst these executions can indeed look beautiful, they present an issue when it comes to Google understanding your content. This is because many of the assets that power these kinds of content pieces are things such as images, data files and JavaScript. Google is able to crawl and index the content, but interpreting it as a human would is more challenging for them.
This can have an impact on two areas:
- The potential for interactive or visual-led content to rank well in organic search results. If Google can’t understand the context of a page, it’s much harder (but not impossible) for it to reach it’s ranking potential.
- Value to your website as a whole is reduced because you’re adding pages that Google may not be able to fully understand.
If we contrast this with long-form, copy-led content, which is far easier to understand, we can see how it can add a lot more value from an organic search perspective.
https://moz.com/blog/invest-in-long-form-content
Google Ads Performance Max Campaigns Best Practices
Here are some tips from Google for getting started with Performance Max campaigns:
- Identify goals: Decide which goals matter to your business and optimize your campaign to achieve them. Goals can include increasing online sales, generating leads, or growing offline sales.
- Set the right bidding strategy from the following options:
- Smart Bidding: Automatically set bids based on your goals.
- Maximize conversion value: Drive as much conversion value as possible within your budget.
- Maximize conversions: Drive as many conversions as possible.
- Keep Final URL expansion on: A new feature called Final URL Expansion helps you find new, converting search queries that may not be already covered by your keyword-based Search campaigns.
- Upload a variety of creative assets: Provide as many text, image and video assets as you can. Automation performs better when it has a variety of assets to work with to find the right combinations.
- Add audience signals: The most helpful audience signals to provide are your data, which includes Customer Match and website visitors lists, and custom segments.
https://www.searchenginejournal.com/google-ads-performance-max-campaigns-best-practices/425804/
3 Pre-Launch Steps To Make Your Content Project Stronger
1. Identify your future competitors
You know the kind of a project or maybe you’ve even started working on it. Do similar or related projects already exist? What can you learn from those and how yours will stand out?
Knowing your competitors is key to a successful launch. You need to know what already exists and how your content product is going to be better. You can also research your competitors’ promotional tactics and pick up some effective marketing ideas.
2. Find content gaps
For this step, find the direct competitors who published a similar project or have targeted the same keyword. To do this, search for your main keyword on Google, which is where you would want your content to rank when it’s live
3. Name your new content project
If your new content is a large or long-term project, consider creating a distinct identity related to but not exactly the same as your brand. Your competitive research will give you some ideas on what might work well.
Some creators set up branded hashtags. Many marketers consolidate all the related content for the project on a one-page site. Others will register handles or profiles on Twitter, Instagram, YouTube, etc.
https://contentmarketinginstitute.com/2021/11/pre-launch-content-project/
Why (& How) Topic Clusters Are Your Most Powerful SEO Weapon
Not only do topic clusters help Google see your site as authoritative in specific subject areas, it helps Google understand the hierarchy of your website and how your content interrelates.
The reality is, most brands have more than one area of expertise. Thinking about developing your website around these key subject areas (instead of just single keywords) is a great way to start thinking about topic clustering.
Explore Autocompletes
The most basic way to get ideas for your topic cluster is to go to the Google search bar and see what else people are searching for in relation to your pillar content.
Or Use Your Favorite Keyword Tool
Most keyword tools make it easy to find related keywords, questions, or autocompletes and discover potential target keywords for your cluster content.
https://www.searchenginejournal.com/topic-clusters-seo/420172/
How To Maximize Your Reach Using Google’s Knowledge Graph
Local businesses stand to gain the most from the Knowledge Graph. If it can find the information, Google will pack tons of extra information into your card, including:
- Customer reviews.
- Critic reviews.
- Daily hours.
- Popular times.
- Reservation options.
- Phone numbers.
- Directions.
- A link to your website.
- And more.
Giving people the ability to book a table or make an appointment directly from SERPs means searchers easily find what, exactly, they’re looking for, and you win new business – all with minimal effort.
1. Leverage Schema Markup On Your Homepage
Schema markup is invisible to visitors, but it’s crucial in helping the Knowledge Graph pick up information about your business.
2. Get Listed At Wikidata.org And Wikipedia
You may have noticed by now that every Knowledge Graph card borrows its company descriptions from Wikipedia.
3. Local Businesses: Optimize Google My Business And Social Media
If you’re a local business, you have to optimize your Google My Business listing.
Make sure you’re using your social media accounts regularly to interact with customers, acquire new reviews, and earn local citations. All of these will help you reach a Knowledge Graph card for your business.
https://www.searchenginejournal.com/maximize-reach-using-googles-knowledge-graph/144579/
B2B Web Design Trends You Should Expect to See More of in 2022
Here are the top trends you can expect to see more of as we move into 2022, and some examples of sites embracing these design methods.
1. Simpler Navigation
For years, designers worked to create intuitive navigation that works as well with mobile devices as desktop computers. Expect to see a continued focus on navigational hierarchy.
Hamburger menus were once discouraged but are making a comeback as the majority of people use their cellphones to access the internet. People want to click on a logo and go to the home page or scroll up and down easily.
2. Dynamic Content
Personalization is increasing expected in B2B marketing as much as it is in consumer promotions. No one wants to feel like a number. Some of the ways of serving up specific content include targeting people by geolocation, tracking them with cookies or marketing automation software, and having them register so you can greet them by name and past browsing or buying behavior.
3. High-Quality Photos
Some trends never really go out of style, but with the advances in screen resolution and faster connectivity, designers are more willing to use higher resolution images on their sites. People want not only beautiful images but ones that are unique to your product or service.
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