If you want to make a digital marketing strategy work, you need to focus on searcher intent. This means looking at how many people use a search query and what the reason is behind it. You should be asking yourself “Why does this person want this information?” not just “How many people are searching for this?” User intent breaks down into two things: figuring out what users who come to your pages want to consume, and making your content the best option for those users. In other words, don’t try hard to attract more people if they’re coming because of an irrelevant keyword- find out why they clicked on that keyword in order to figure out how best to serve them!
SEO Keyword Research: 15 of the Biggest Mistakes You MUST Avoid
1. Ignoring Search Intent
Rather than focusing on how many people use a search query, focus on search intent or the reason why someone is searching.
User intent breaks down into two things:
- Figuring out what users who come to your pages want to consume.
- Making your content the best option for those users.
2. Allowing Clients to Choose Keywords
We’ve all had that client who wants to “help” by telling you what keywords they want to target. Unfortunately, those terms are often too broad, don’t match search intent, or are too competitive to even bother with.
That client list should be a starting point, not an endpoint.
A lot of business owners (and even SEO marketers) think they know what searchers are looking for, but keywords should be based on data, not vanity or gut instinct.
3. Forgetting to Look at the SERPs
There are plenty of powerful keyword research tools that make keyword research so much easier.
You can dig deep into data, look at historical trends, even see what your competition is ranking for.
The Three Bosses of SEO
Boss #1: Your business.
So the first one is the key metrics and goals. Any activity that is done without a goal is essentially a hobby, which is fine. However, if you want to do serious SEO work, you need to have a goal. In order to know what your goals are, I guess you have to look at your business goals.
So the competitors is also something you should really consider. A lot of people are very familiar with who their direct competitors are in terms of product or services.
The resources. So look at the resources that you have in terms of time, budget, and personnel. If you don’t have the time for SEO, you might be able to consider outsourcing it.
The brand identity and recognition also determines the types of content that you go after. It doesn’t matter if the content has a lot of volume and it’s trendy. If it doesn’t align with your brand in the long run, it’s not really a very good use of your time.
Boss #2: Searchers
Once you’ve identified the persona, you can then start looking at the search intent and relevance.
So what are they looking for? The good news is the answer is already right on your search engine results pages. Do a quick search for your ideal keyword and you’ll be able to see the results that the search engines have deemed as the most appropriate for what your audience is looking for, which matches the search intent. Once you’ve done that, then you’re going to want to create the right content to satisfy the searcher’s intent.
Boss #3: Search engines
So in order for them to rank your site, you have to be a site that is in line with their business. For Google, if you want to understand what their business model is, there is a video on YouTube that you should watch.
Google Ads Search Terms Report Gains 6.5X More Query Data
Google explained that “this data will now be shown in your reports for queries you received starting from February 1, 2021. This update can help you identify more relevant keyword themes, making it easier to optimize your ad copy, landing pages, and more. These metrics will now be more consistent with the rest of the metrics in Google Ads.”
But there is a caveat – Google will be removing some of your query data that does not meet its privacy requirements. Google said “as part of our ongoing commitment to privacy, we’re working to make our privacy thresholds consistent across Google. Over the next few months, you’ll see more changes across our other tools–including how we handle historical data. In Google Ads, this means that historical query data in your account that was collected prior to September 1, 2020 and doesn’t meet the current thresholds for the search terms report will be available in your reporting until February 1, 2022.”
Facebook Reports Increase in Use of Digital Tools Among SMBs
Facebook reports the amount of small businesses using digital tools has increased globally, rising from 81% to 88% in the past six months.
The adoption of digital tools has surged during the COVID-19 pandemic. Small businesses have had to adapt to new ways of reaching customers, in addition to overcoming physical restrictions placed on their operations.
According to a Facebook survey, SMBs were most likely to report using digital tools to advertise and communicate with customers. Though the use of digital tools is increasing across a range of purposes.
Data from Facebook’s survey is shared as part of the company’s State of Small Business report. Much of the 55-page report focuses on changes in revenue, employment, and rates of closure.
Email Marketing Sequences: How to Crush Your Sales
#1: Capture Emails With Pop-Up, Flyout, or Inline Forms
There are a few strategies available to get an email address from someone, including simply asking them in a private message on social media. But the most common method is by using one of three forms on a website: a pop-up, flyout, or inline form.
A pop-up form is exactly what it sounds like: a form that pops up and covers some or all of the website. One thing to consider with a pop-up form is making sure that it doesn’t detract from the user experience on your website.
#2: 3 Basic Types of Emails to Include in Your Email Marketing Strategy
First are the campaigns or broadcasts, which are one-time sends to a segment of your contacts. These can be sent right away or scheduled according to your strategy. They might be used for a product launch or a special holiday offer.
Next is the flow, sequence, or automation. This is an automated series of emails that takes place based on an event triggered by the actions of your audience. For example, when someone fills out a form on the website for a coupon, a welcome series will be sent that gives them the coupon.
And finally, there are the transactional emails. Transactional emails are typically emails sent out by the payment gateway or the website platform itself and contain information about the transaction such as order confirmation, shipping updates, receipts, and so on.
#3: Fundamental Email Sequences Every Business Should Use
For the most part, you’re going to want to set up your email marketing strategy in a way that works best for you, tailoring your messaging and frequency based on your audience. However, there are some fundamental email sequences that nearly all businesses should set up as soon as possible.
These fundamental email sequences fall under two main categories: pre-purchase and post-purchase.
How to Write an Author Bio: E-A-T, SEO Tips & Great Examples
8 Tips for Writing an SEO-Friendly Author Bio
1. Write in the Third Person
Writing in the third person increases the perceived authority and simply reads better than a biography one has written about who they are.
It may feel a bit self-congratulatory, but it adds more credibility.
2. Keep the Bio Short and Concise
A good author bio should be relatively short. Look around at other websites and you’ll see that between 50 and 100 words is the general norm that is found on most author bios online.
3. Include Information on Job Title and Function
Including information about your work and function adds credibility to your writing.
For example, if you were writing on the topic of SEO, being an SEO specialist would be considered more credible than if you were a PPC specialist and vice versa.
Function is important, too.
Although SEO pros need to wear multiple hats, understanding if someone is a generalist or specialist adds further topical expertise when reading an author bio.
How to Add Products to Your Google My Business Listing, Illustrated
Step 1: Sign into your Google My Business dashboard for the listing you want to add products to, and click on the Products tab in the left-hand navigation menu:
Step 2. This will bring up a popup telling you how many people saw your listing last month and prompting you to add your products. Click the “get started button”.
Step 3. This brings up the simple wizard for adding your products
Step 4: Begin by adding a 1200 x 900 photo representing your first product. I recommend using original photos and graphics rather than stock photos, and it can make a bold visual statement if you choose to overlay the name of the product in text on the image.
Step 5: Give your product a name:
Step 6: Create a category for the product. If this is the very first product you’ve added to your listing, there will be nothing in the dropdown. As you add more products and categories, though, the categories you’ve previously created will appear in the dropdown and you can select them to apply to the next product you add, or you can create further, new categories.
Step 7. Optionally, enter the price. You can either enter a single price, or use the little grey toggle on the right to enter a minimum and maximum price range. Don’t use letters or symbols in this field or Google will reject them. Our product pricing structure at Moz is complex, with special offers and different pricing for monthly vs. annual customers, so we chose to leave this field blank, but if your pricing is simple and not subject to frequent change that would require you to be updating pricing on a regular basis, it’s a good idea to add it.
Step 8: Add a product description of up to 1000 characters. It’s optional to do this, but you should definitely make the most of this opportunity to talk about the benefits of the product. I included a short explanation of the Moz Pro product, plus a customer’s testimonial.
Step 9: Add a call-to-action button from among the choices of Learn More, Buy, Order Online, or Get Offer. There’s also the option not to add a button, but why forego the chance to bring customers from your listing to your website? In the “link for your button” field, add the URL of the page you want this button to take the customer to on your website. If you want to measure how your product listings are performing, use UTM tagging in the link you enter, and you can track engagement in Google Analytics, though not in GMB Insights, sadly.
Step 10: Take a second look at all you’ve entered to be sure you’re happy with your entry and then hit the blue “save” button. Google will then show you the product in your dashboard: