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Tag: Rohit N Shetty

  • The Future of Digital Marketing: Trends and Predictions for 2024 and Beyond

    What is digital marketing and why is it important?

    Digital marketing is the use of digital channels to promote or market products or services to consumers and businesses. This includes channels such as search engines, social media, email, and websites. Digital marketing is important because it allows businesses to reach a large audience of potential customers at a relatively low cost. It also allows businesses to track their results and measure the effectiveness of their campaigns.

    The digital marketing landscape is constantly evolving, with new technologies and strategies emerging all the time. However, there are a few key trends that are shaping the industry in 2023 and beyond. These trends include:

    • The rise of artificial intelligence (AI): AI is being used in a variety of ways to improve digital marketing campaigns, from automating tasks to personalizing messaging.
    • The growth of video marketing: Video is becoming increasingly popular with consumers, and businesses are taking notice. More and more businesses are investing in video content to promote their products and services.
    • The importance of social commerce: Social commerce is the process of buying and selling products and services directly on social media platforms. Social commerce is becoming increasingly popular, as it allows consumers to make purchases without having to leave their favorite social media platforms.
    • The focus on customer experience: Businesses are realizing that customer experience is essential for success in the digital age. They are investing in tools and strategies to improve the customer experience at every touchpoint.

    Predictions for the future of digital marketing: Emerging technologies and strategies

    In the next few years, we can expect to see digital marketing continue to evolve and change. Here are a few predictions for the future of digital marketing:

    • AI will play an even greater role in digital marketing. AI will be used to automate more tasks, personalize messaging at scale, and create more immersive and engaging experiences for consumers.
    • Virtual reality (VR) and augmented reality (AR) will become more widely used in digital marketing. VR and AR can be used to create interactive product demos, virtual tours, and other engaging experiences for consumers.
    • Social commerce will continue to grow in popularity. Social commerce will make it even easier for consumers to buy products and services directly on their favorite social media platforms.
    • Businesses will focus on creating omnichannel experiences. Omnichannel experiences are those that are consistent across all of the channels that a customer interacts with a business on. Businesses will invest in tools and strategies to create omnichannel experiences that are seamless and convenient for consumers.

    Conclusion: How to prepare for the future of digital marketing

    The best way to prepare for the future of digital marketing is to stay up-to-date on the latest trends and technologies. You should also invest in the tools and resources that you need to implement new digital marketing strategies. Finally, you should focus on creating customer-centric digital marketing campaigns that deliver a great customer experience.

    Here are a few specific things that you can do to prepare for the future of digital marketing for 2024:

    • Learn about AI and how it can be used in digital marketing.
    • Experiment with VR and AR to see how they can be used to improve your digital marketing campaigns.
    • Invest in social commerce tools and strategies.
    • Develop an omnichannel marketing strategy.
    • Focus on creating customer-centric digital marketing campaigns.

    By following these tips, you can ensure that your business is well-positioned to succeed in the future of digital marketing.

  • Creating a Strong Brand Identity: A Synthesis of David Aaker’s Model and the Role of AI

    David Aaker’s Model for Creating Brand Identity with AI

    David Aaker‘s model for creating brand identity is a four-perspectives framework that helps businesses to understand and manage their brand. The four perspectives are:

    • Brand as product: This perspective focuses on the physical characteristics of the brand, such as its product features, benefits, and quality.
    • Brand as organization: This perspective focuses on the company or organization behind the brand, including its culture, values, and reputation.
    • Brand as person: This perspective focuses on the personality and relationship that the brand has with its customers.
    • Brand as symbol: This perspective focuses on the visual and verbal symbols that represent the brand, such as its logo, tagline, and brand colors.

    How to use Aaker’s model to create a brand identity

    To use Aaker’s model to create a brand identity, businesses need to consider each of the four perspectives and develop a clear understanding of what their brand stands for.

    Brand as product

    When considering the brand as product, businesses should ask themselves the following questions:

    • What are the physical characteristics of my brand?
    • What are the benefits that my brand offers to customers?
    • What is the quality of my brand?
    • How does my brand compare to other brands in the market?

    Brand as organization

    When considering the brand as organization, businesses should ask themselves the following questions:

    • What are the values and culture of my company?
    • What is my company’s reputation?
    • What do customers think of my company?
    • How is my company different from other companies in the market?

    Brand as person

    When considering the brand as person, businesses should ask themselves the following questions:

    • What is the personality of my brand?
    • What kind of relationship does my brand have with its customers?
    • How does my brand make customers feel?
    • How is my brand different from other brands in terms of its personality and relationship with customers?

    Brand as symbol

    When considering the brand as symbol, businesses should ask themselves the following questions:

    • What are the visual and verbal symbols that represent my brand?
    • What do these symbols mean to customers?
    • How are these symbols different from the symbols of other brands in the market?

    Once businesses have a clear understanding of what their brand stands for from each of the four perspectives, they can start to develop a brand identity that is consistent and authentic.

    How AI can be used to create a brand identity

    AI can be used in a number of ways to create a brand identity. For example, AI can be used to:

    • Analyze customer data to identify the characteristics and values that are most important to customers.
    • Generate creative ideas for brand names, logos, and taglines.
    • Test different branding elements with customers to see what resonates most.
    • Monitor social media and other online channels to track customer feedback on the brand.

    Example of using AI to create a brand identity

    One example of how AI can be used to create an identity is the company Brand24. Brand24 is a social media monitoring platform that helps businesses to track and analyze customer feedback. Brand24 also offers a tool called “Brand Identity” that uses AI to help businesses to develop their identity.

    The Brand Identity tool analyzes customer data from a variety of sources, such as social media, customer reviews, and surveys. The tool then identifies the key characteristics and values that are most important to customers. Based on this analysis, the tool generates a list of creative ideas for brand names, logos, and taglines.

    Read more blogs on AI

    Businesses can then test the different branding elements with customers to see what resonates most. The Brand Identity tool also provides businesses with a dashboard where they can track customer feedback on their brand over time.

    Conclusion

    David Aaker’s model for creating brand identity is a valuable tool for businesses of all sizes. By understanding the four perspectives of brand identity, businesses can develop a brand that is consistent, authentic, and resonates with their target customers.

    AI can be used to enhance and accelerate the brand identity creation process. By using AI to analyze customer data, generate creative ideas, and test branding elements, businesses can develop a brand identity that is more likely to be successful.

    Additional thoughts on using AI in brand identity creation

    AI can be used in a number of other ways to create and manage a brand identity, including:

    • Creating and managing brand personas: AI can be used to create and manage detailed brand personas, which are fictional representations of the brand’s ideal customers. Brand personas can help businesses to better understand their target customers and develop branding that is more relevant and appealing to them.
    • Developing brand voice and tone: AI can be used to develop a consistent brand voice and tone across all communication channels. This helps businesses to create a more cohesive and unified brand experience for their customers

  • The Framing Effect: Unveiling Psychological Nuances in Brand Strategy

    In the ever-evolving landscape of marketing and brand strategy, understanding human psychology plays a pivotal role in crafting effective campaigns and resonating with target audiences. One psychological phenomenon that has garnered significant attention from brand strategists is the Framing Effect. Rooted in behavioral economics and cognitive psychology, the Framing Effect highlights the powerful influence of presentation and context on decision-making. In this exploration, we delve into the nuances of the Framing Effect, its various manifestations; and why it holds immense importance for brand strategists in shaping consumer perceptions and driving successful marketing campaigns.

    Unveiling the Framing Effect: A Cognitive Lens

    At its core, the Framing Effect underscores the principle that the way information is presented or “framed” can significantly impact individuals’ judgments and decisions. This phenomenon arises from the cognitive biases and heuristics that individuals employ when processing information. Psychologists Daniel Kahneman and Amos Tversky are often credited with pioneering the study of cognitive biases; including the Framing Effect, through their groundbreaking research on prospect theory.

    Prospect theory suggests that individuals evaluate potential outcomes relative to a reference point, often influenced by the presentation of information. In the context of decision-making, people are more sensitive to potential losses than gains, leading to a bias known as loss aversion. This bias is particularly significant in the Framing Effect; where the presentation of options as gains or losses can dramatically alter individuals’ preferences and choices.

    Manifestations of the Framing Effect

    The Framing Effect manifests in various ways, each shedding light on the intricate interplay between cognition and decision-making. Some of the most notable manifestations include:

    1. Positive vs. Negative Framing: The classic example of the Framing Effect involves the presentation of a medical procedure’s success rate as either a survival rate or a mortality rate. When the procedure is presented as having a 90% survival rate, individuals are more likely to opt for it than when it is presented as having a 10% mortality rate. This showcases the impact of positive and negative framing on risk perception and decision-making.
    2. Attribute Framing: The way attributes or features of a product are framed can significantly influence consumer preferences. For instance, a beverage labeled as “90% fat-free” might be more appealing than the same beverage labeled as “10% fat.”
    3. Temporal Framing: The temporal context in which information is presented can shape decisions. When choices are framed in the short-term, individuals might prioritize immediate gratification, while framing choices in the long-term can encourage more future-oriented decision-making.
    4. Goal Framing: Presenting information in a way that aligns with individuals’ goals can sway their decisions. For example, positioning a fitness tracker as a tool to “achieve a healthier lifestyle” appeals to consumers focused on wellness goals.
    5. Comparative Framing: Comparing options side by side can influence perceptions. A sale that offers “Buy one, get 50% off on the second” might be perceived differently from “Buy two and save 50% on the second.”
    6. Numerical Framing: The presentation of numerical data can impact perceptions of magnitude. A product priced at $199 might be perceived as significantly cheaper than the same product priced at $200, despite the marginal difference.

    Why the Framing Effect Matters to Brand Strategists

    Brand strategists operate in a dynamic environment where consumer perceptions and decision-making are paramount. The Framing Effect holds crucial implications for their work:

    1. Influencing Perceived Value: How a brand’s offerings are framed can shape consumers’ perceived value. By strategically highlighting positive attributes and framing offerings in a way that aligns with consumer goals, brand strategists can enhance perceived value and drive purchase intent.
    2. Managing Risk Perception: The Framing Effect’s influence on risk perception can guide brand strategists in mitigating perceived risks associated with products or services. Effective communication can reframe potential drawbacks into positive attributes, reducing consumer hesitancy.
    3. Guiding Pricing Strategies: Numerical framing directly impacts pricing perceptions. Brand strategists can employ pricing tactics that leverage this effect, making products appear more affordable or justifying premium pricing through effective framing.
    4. Creating Emotional Resonance: Framing narratives around brand stories can evoke specific emotional responses. By choosing the right framing, brand strategists can connect with consumers on a deeper level and foster brand loyalty.
    5. Differentiating in a Crowded Market: In saturated markets, differentiation is key. Attribute framing allows brand strategists to highlight unique features and position offerings distinctively, aiding in brand differentiation.
    6. Empowering Decision-Making: By understanding temporal and goal framing, strategists can empower consumers to make decisions that align with their aspirations, ultimately enhancing the overall customer experience.
    7. Crafting Compelling Campaigns: Framing can determine the success of marketing campaigns. Whether it’s positive framing to highlight benefits or comparative framing to showcase superiority over competitors, effective framing enhances the persuasive impact of campaigns.

    Navigating Ethical Considerations

    While the Framing Effect is a powerful tool in the hands of brand strategists, it raises ethical considerations. Manipulative framing that exploits cognitive biases can erode consumer trust and tarnish a brand’s reputation. Brand strategists must prioritize transparency, authenticity, and a genuine concern for consumer well-being. Ethical framing involves presenting information accurately and responsibly, enabling consumers to make informed decisions aligned with their best interests.

    Conclusion

    In the ever-evolving realm of brand strategy, the Framing Effect emerges as a psychological phenomenon with profound implications. Understanding how individuals perceive and process information allows brand strategists to craft campaigns that resonate, inspire, and drive desired behaviors. By leveraging various framing techniques and navigating ethical considerations; brand strategists can harness the power of the Framing Effect to create meaningful connections with consumers, differentiate their brands; and thrive in a competitive marketplace shaped by cognitive biases and decision-making nuances. As the field of marketing continues to evolve; embracing the insights offered by the Framing Effect becomes not just an option, but a necessity for those seeking to master the art of persuasion and influence in the minds of their target audiences.

  • Where does digital marketing go wrong?

    There are several ways that digital marketing can go wrong. Listing below my my top 11 reasons which where #DigitalMarketing can go wrong:

    • Lack of strategy: Without a clear strategy in place; it can be difficult to measure the success of digital marketing efforts and make informed decisions about where to allocate resources.
    • Ignoring data: Not using data to inform decisions can lead to wasted resources and ineffective campaigns.
    • Focusing too much on one channel: Relying too heavily on one channel (e.g. social media) can make a brand vulnerable to changes in that channel’s algorithms or audience behavior.
    • Not being authentic: Consumers can easily spot when a brand is not being genuine, which can harm the brand’s reputation.
    • Reluctant to changes: Digital marketing is constantly evolving; and not keeping up with new technologies, trends, and consumer behaviors can make a brand’s efforts less effective.
    • Not understanding target audience: Not understanding the target audience can lead to ineffective messaging and targeting; resulting in poor campaign performance.
    • Poor targeting: If a brand is not reaching the right audience, their marketing efforts will likely be wasted.
    • Not measuring performance: Not measuring the performance of digital marketing campaigns can make it difficult to identify what is working and what is not; and make adjustments accordingly.
    • Not testing: Not testing different elements of a campaign; such as ad copy, images, or targeting, can result in missed opportunities to improve performance.
    • Over-reliance on paid advertising: While paid advertising can be effective, an over-reliance on it can lead to a lack of organic growth and brand awareness.
    • Failing to personalize: With the amount of data available, personalization is key, but not all brands take advantage of it.

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  • Six data-driven SEO strategies that optimize conversion rates

    Studies show that companies using data driven strategies experience five to eight times higher ROI. Rate of conversion optimization is a process that largely depends upon data. The main focus of most CRO strategies is to utilize consumer data to make their client journey smoother and experience better. With search engines also increasing focus on the user experience; we find a point where Search engine optimization strategies begin to complement CRO strategies. But your Search engine optimization tactics can really boost your CRO efforts when driven by data.

    In this article, I share six data driven Search engine optimization strategies to supplement your CRO efforts. From content audit to website personalization; read till the end to find out how you can increase your internet search engine rankings and conversions altogether! Data driven Search engine optimization strategies to supplement CRO. Data driven strategies are on-line marketing tactics based on consumer data. Unlike traditional marketing strategies, data driven strategies are based on data backed hypotheses as opposed to assumptions. This reliance on solid data makes such strategies the star of the modern marketing world.

    Here are six data driven Search engine optimization strategies to make your CRO efforts more promising:

    Website analysis and optimization

    Website analysis is a process by which you test different elements of your site. It analyzes the overall performance of your website and highlights regions of improvement. The elements that web analysis takes into account include the website’s on page optimization and technical Search engine optimization; finding out about the keywords it ranks for, and what rank it’s for different keywords. Using various web analytics tools, this process also uncovers the sources where your website receives traffic from; highlights the flaws in your website’s usability and UX; and provides the basis for the website’s load speed optimization.

    Through any of those elements, it helps in enhancing your website’s overall user experience and contributes towards rate of conversion optimization. In addition, it also offers your web traffic’s demographics and interest data; enabling you to optimize the website for a more relevant user experience. Google Analytics is the most complete and reliable tool to support your website analysis and optimization efforts. It integrates with your website and tracks all the data you need to optimize your website for enhanced user experience. A leading marketing automation software company experienced 10x higher conversion rates when they integrated their native real time personalization tool with Google Analytics to use the personalization data.

    This has been paired with the Google Analytics info to serve personalized remarketing advertisements through AdWords. Not only did they experience higher conversion rates, but also with the effective use of web analytics data, such as demographics and behaviour info, they also experienced a 107 percent YoY increase in qualified leads.

    Content Analysis and Optimization

    Content analysis is comparable to website analysis, but instead of testing your website’s technical elements, it analyzes your website’s content and overall content strategy to uncover regions of improvement. Rate of conversions are almost six times higher for companies that invest in content marketing. But results like this manifest only when your website brims with optimised content.

    The purpose of your content is to compel users to take the desired action, or simply put, convert.

    Content analysis finds out how well it serves this purpose.

    You can uncover various metrics with content analysis, like which content type is the most famous among your audience, which content is bringing you closer to your marketing objectives, and which needs more work.

    For instance, a marketing optimization software company can have blogs and case studies in its content strategy. Their web analytics might uncover that case studies drive more conversions while blogs get the most social shares.

    With its content advertising objective being increased conversions, content analysis will assist them concentrate more on publishing more case studies.

    A highly effective content analysis will also uncover whether your content matches the search intent of your target search queries. And for that reason, whether or not you need to find new Search engine optimization keywords and re-optimize. In case your content doesn’t match the search intent perfectly, even when it gets traffic, those users won’t convert.

    Therefore, in essence, content analysis will assist increase conversions by helping you create content that’s proven to drive results. It’ll also help save time and resources from being spent on less-profitable strategies.

    Here’s a case study discussing how changing content on your website may reflect a spike in revenue.

    Brookdaleliving.com, an internet site offering community living solutions for older people, had a unsatisfactory website rate of conversion. But then, their website had nothing that would drive conversions.

    The digital online marketing experts they hired revamped their website and tested two different content types on their landing web page – an image and a testimonial video – to see which one performs better.

    Ironically, the webpage with an image drove 3.92 percent higher conversions than the original page. This might seem like a small increment, however it resulted in additional revenue of $106,000.

    Website Design Optimization

    Tests like usability testing and A/B testing provide the data that drives website design optimization to improve an internet site’s design and enhance its user experience.

    The purpose of CRO is to make the user journey smoother and experience better.

    Website design optimization supports CRO by removing frictions in the buyer’s journey and making it simpler for them to accomplish their goals.

    But there are a number of best practices the website design must comply with to ensure that it really contributes to your CRO efforts.

    The design should be simple and somewhat comparable to what the users are accustomed to.

    The navigation bar should be designed intuitively with the user’s search intent in mind; so that they can rapidly find what they came looking for

    The content arrangement should follow proven design techniques that enhance content readability and value delivery.

    To your website design to truly serve your company, you’ll have to continue to test various combinations of website elements, their placements, and designs.

    Irrespective of how you go about your website design, making the target audience’s journey easier should be at the heart of all of your efforts. Trucker Reports, the trucker community that can help truck drivers find jobs, have struggled with low conversion. The CRO experts they hired performed a website design audit and found many opportunities. Based on these opportunities, they tested different hypotheses. They tested 3 different designs against the original ones in their final test and found that the final design had 79.3 percent higher conversions.

    Do you know why?

    Since this last design had the least friction and made it simpler for the users to convert.

    Audience analysis

    Audience analysis, commonly known as audience research, is the process by which you dig up details about your prospects so that you can develop targeted marketing campaigns. Since user experience is an enormous part of Search engine optimization and CROs alike; audience analysis holds an essential place as a data driven Search engine optimization strategy for rate of conversion optimization. This process uncovers a broad range of data from core demographics info such as age, gender, marital status, income, education, etc. to online behaviour, external and internal challenges, and more.

    Audience analysis makes it possible to develop a buyer persona, which then becomes the basis of an extremely targeted advertising campaign. Audience analysis is a core element of a successful CRO campaign because it can make your website relevant to the users. You find out about their pain points and struggles and are better equipped to address them through your content. This demonstrates that you care about your clients and unavoidably build trust between your brand and its prospects. Given that the modern client prioritize their connection with the brand when making a purchase decision, this bond of trust and credibility results in higher conversions.

    Data backed audience analysis also allows you to segment your audience based on their demographics info and interest. With this level of segmentation, you spend your efforts and resources on individuals you know important for your company. This is why research indicates a 56% reduction in marketing costs for companies which use audience analysis as the basis for all of their marketing efforts.

    Testing and optimization

    Testing is the life of rate of conversion optimization. You put samples of your content and design arrangements to test to see which one performs better and optimize utilizing the results of those tests.

    These tests are all data driven, that’s, they’re based on assumptions generated from existing data and provides insight into how valid the hypothesis is. For instance, data might show a higher rate of conversion on websites with explainer videos. This forms the hypothesis of your test. Therefore, you develop two different squeeze pages, one with a video and another with an image; to see which performs better. In case the videos result in higher conversions, you know exactly what to continue optimizing with! You can perform different types of tests when optimizing websites for conversions. Two of the popular ones include usability testing and A/B or split testing.

    Search engines also recommend A/B and multivariate testing for SEO as it improves user experience, which search engines pursue in the websites they index. NatureAir performed A/B testing on their landing page to increase conversions. Among the samples had CTA on the side, whilst the other had a CTA visibly placed in the content area. After the test results were in, they found that placing a CTA in the content area increases conversions by 591 percent! That’s how potent A\B tests can be!

    Website personalization

    According to Google, 90% of marketers believe that personalization results in business profitability.

    And why should not it? In an era with so many comparable websites, a webpage which offers a customized experience deserves to make better revenue. Website personalization is a relatively complex process by which you can serve a unique experience to each visitor. These experiences are designed based on consumer data, including their demographics data, interests, search history, and online behavior.

    75 % of consumers prefer that on-line sellers use personal info to enhance shopping experiences. People want you to make shopping easier for them; adding personalized product recommendation on your website will assist improve your user experience and could increase sales.

    They do not want to go out and look for what they want. They want you to know exactly what they really need and bring it to them. And that is what website personalization empowers you to make. It improves overall website experience, lowers bounce rates, boosts Search engine optimization, and of course, increase conversions. Serving dynamic content makes the customer experience more intuitive and relevant. It allows you to extract the content that interests them the most and therefore, contributes to better revenue.

    Conclusion

    The goal of a Search engine optimization and a CRO campaign became somewhat comparable ever since search engines have started giving value to user experience. There are various Search engine optimization strategies focused on improving UX. And these strategies, when backed by data, might leads to increased conversion rate.

    Consequently, I’ve discussed a few of the most promising data driven Search engine optimization strategies that may drive conversions in this article. However the real results of a strategy depend on how well you implement it.

    Therefore, ramp up your data analysis game, derive insights, implement them, and optimize your strategies for much better results.

  • Google Ads Announces Top 3 Priorities for 2022

    Google Ads sheds light on their top 3 priorities for 2022: automation, measurement, and privacy. Learn how they’re tackling these topics.

    As buyer behaviour carries on to shift through the pandemic; Google Ads has committed to a better experience for its users.

    Google Ads announced its top 3 priorities for 2022: automation, measurement, and privacy.

    Now, these aren’t new priorities, per say; but more so shifting how they’re focusing on every one. Let’s take a further look.

    New Opportunities With Automation

    Vice President and GM of Google Ads, Jerry Dischler, mentioned how shifts in consumer behaviour present both challenges and opportunities.

    His conversations with brands have focused on the need for readiness, speed, and agility in order to drive growth. He later states:

    “Over 80% of Google advertisers are now using automated bidding to free up time and improve ad performance.”

    Under the Automation pillar; Google is emphasizing the use of Performance Max and Discovery campaign types.

    Both campaign types focus on reaching users at scale from a single campaign. Google touts the benefits of these campaigns to include:

    • More simplicity in management (less campaigns)
    • Multi-channel reach
    • Greater ad inventory
    • Incremental conversions

    For single channel campaign types like Search, Display, and YouTube, Google recommends leaning into automation with Smart Bidding, responsive search advertisements, and broad match keywords.

    The Future Of Measurement

    It’s no secret that measurement was a challenging topic for most advertisers. With the iOS 14 update, the future removal of third-party cookies, and more – new approaches to measurement will be critical for success.

    Without meaningful results and data to back up your marketing efforts. It’s going to be harder to prove the value of marketing.

    Google is rolling out new solutions to privacy and measurement including:

    • Enhanced conversions
    • Consent mode
    • Conversion modeling
    • Data-driven attribution

    The solutions put in place will rely on your first-party data and privacy-safe APIs.

    These efforts put the user first by respecting their privacy; but additionally listening to the needs of advertisers to track campaign efforts.

    Delivering Expectations For Digital Privacy with Google Ads

    It’s difficult nowadays to go without hearing of some kind of privacy breach. Google understands the increasing need for user privacy and controls.

    While you need to build and cultivate relationships with your clients, they need to know that their data is safe and maintaining some level of anonymity.

    Google has updated their privacy playbook to capture these needs both from the advertiser and user viewpoint. The 3 main highlights of this playbook include:

    • Building direct relationships with clients
    • Ensuring measurement remains accurate and actionable
    • Keep your advertisements relevant

    In building direct relationships with clients, you’re able to capture first party data for more 1:1 direct communication, like e-mail marketing or in-application messaging.

    What does this mean for advertisers?

    While we’re all used to relying upon paid media to drive the final sale and showing direct Return on investment; the role of paid media (Google Ads) might need to change. This obviously is dependent on your overall strategy.
    For instance, the goal of some of your non-branded or consciousness efforts should shift to capturing first-party data, in place of the final sale.

    If you’re able to capture that first-party data on the first touch; you’d be capable to attribute a final sale back to that original touchpoint. Just remember to shift your attribution modelling to reflect changes in strategy.

    Source: Google Ads & Commerce Blog

  • Google: No SEO Bonus For Keyword-Based Domains

    John Mueller says keyword-based domains are limiting and provide no SEO bonus. He then offered ideas for the best domains

    Google’s John Mueller answered a question on Reddit about ranking advantages of utilizing the keywords in the domain name. Mueller confirmed that there is no Search engine optimization bonus for keywords in the field and numerous reasons why not to use keyword based domains.

    Mueller lists numerous reasons why keywords in domains do not offer a ranking bonus and why choosing those kinds of domains can backfire. Nevertheless, there are still numerous reasons why keywords in domains might still be a valid choice. Keywords in Domain Name. There are various reasons why some SEOs recommend utilizing a keyword in the domain.

    Keywords in Domain Name

    Some say that whenever someone links to you with only simple URL, the keyword will act like an anchor text and influence Google’s rankings. But John Mueller has already explained that Google knows the distinction between bare URL and anchor text and that Google won’t use the keywords in bare URL. Others say that keywords in the domain helps Search engine optimization because keywords help Google understand what your site is about. But his latest answer on Reddit discredits that idea. There was a time when Google ranked exactly matching domains, including parked domains. But that exact match domain effect was dampened several years ago to reduce the impact. However there might be some valid non numerous reasons why keyword based domain could be desirable.

    How Would Google Rank Keyword-Based Domains?

    The person on Reddit asked how Google would rank various keyword-based domains.

    “How would Google rank the following domains: web-design.com, web.design, web-design.net?”

    Google’s John Mueller offered his insight into how Google handles keywords in domains.

    Mueller answered:

    “No difference. Also no difference if you used sabertoothed-hedgehog.com. “

    Choose a Domain Name For the Long Term

    Mueller next suggested that it might make sense to pick up a domain that could outlast a change in focus. An example of this is Amazon. Amazon started as an on-line book seller and was able to transition to selling almost everything because its domain name was non specific to books. A lot of the first Search engine optimization agencies started as web site design companies. When they eventually transitioned away from web site design toward Search engine optimization they also had to change their domain name like well. Another example is how trends change so what sounds fashionable at the time, like adding the word media, to the end of a SEO company name, can sound tired or cliched a few years later. John Mueller advised to choose a website domain name that may survive a modification in the company model and trends.

    He continues to answer

    “Pick a domain name you can build on for the long run.

    Maybe you’re doing web-design now, but what will you do in 5, 10 years?

    Pick something that lets you grow, or go with a domain name that’s more like a brand which you can build out & which people can find you with directly (that would be my recommendation).”

    Could a Keyword Domain Be Worthwhile?

    We know that the keywords in a website domain name may limit the scope of a domain in the future and locks that business into focusing on one topic. However in my experience, having a keyword in the domain could help conversions and that’s something that can be tested using A\/B tests and PPC to identify which domain name performs best.

    A general keyword might be useful as well. A keyword in the domain can signal to a potential visitor that your site has what they are looking for. Not one of the above numerous reasons are directly related to Search engine optimization currently. But they’re numerous reasons why one might consider a keyword based domain.

    John Mueller emphasized the following points:

    • No ranking bonus for keywords in domains
    • Keyword-based domains can limit your business growth
    • Pivoting to a new domain is a huge hassle
    • Choose a domain that has the potential to grow

    Citation:

    How would Google rank the following domains: web-design.com, web.design, web-design.net? Assume people google “web design”.

    Read John Mueller’s Answer

  • Conversational insights going beyond guesswork in marketing and keywords

    Conversational insights marketing platforms allow brands to utilize AI powered chatbots; to speak to consumers, Implementing conversational insights to guide clients through each stage of the buying funnel.

    For at least 2 decades, Google along with other search engines have tried to decode the client intent code. The entry point for search advertising campaign is the keyword listing. Still keywords; whether typed or spoken, represent the tip of the iceberg with regards to understand what the user wants. There is no method to clearly measure consumer objective; but Google is getting better at figuring out what an individual wants with technologies such as Google Hummingbird, an algorithm upgrade they rolled out in 2013.

    Google introduced Hummingbird in reaction to the increasingly conversational character of search questions. As per 2013 article in Wired; Google is now analyzing the searcher’s question as a complete and the processing of the meaning behind it. In January 2020, Statista reported about 40% of US search questions included four or more terms. Asking an internet search engine or digital assistant a question would be the onset of a conversational journey which carries the searcher across channels till they finally find what they need. Keywords pull the curtain of intent back; however they only provide a peek at the consumer journey labeling the searcher’s ideas without revealing the why of what they’re searching for.

    When a user clicks on a search result, the dialogue, from the search engine perspective, is over.

    But due to progress in natural language processing, machine learning; artificial intelligence, companies have access to a far deeper comprehension of what consumers need across the full purchasing journey.

    AI powered chatbots that speak; to consumers can collect customer intent information and take the dialogue beyond a first keyword query. They allow businesses to leverage that client intent data immediately to climb one-to one personalization in direct chat.

    Conversational marketing platforms use NLP and AI from chatbots to guide clients throughout the purchasing funnel using conversational analysis to gain an understanding of client intent which goes far beyond keywords.

    The consumer conversation is online

    According to Hootsuite’s Digital In 2020 report, 60% of planet’s population is online. The report found that; worldwide users spend an average of 6 hours and 43 minutes online everyday, 40 percentage of their waking life utilizing the internet. A massive chunk of the time, over two weeks, is spent using social media.

    Consumers were using mobile messaging and chat an average of 20 minutes every day in 2020. With Business Insider forecasting the average will increase to 24 minutes by 2021. Interacting with chatbots is natural expansion of customers comfort with messaging in social network programs like Facebook and Instagram. Increasingly, messaging is the way we connect with each other. Facebook and Instagram are in the middle of this trend. Businesses have the capability to reach and participate with over two billion individuals on Facebook and Instagram with their various messengers.

    This degree of involvement gets to the root of consumer intention; diving beneath top key words to the conversational insights which might help companies know what’therefore motivating the client to conduct their search in the first place.

    Leveraging conversations to drive results

    Conversational marketing platforms use messaging applications to engage with consumers and determine purpose. This is next-level chatbot technology that uses AI to create a two-way exchange with every customer, asking them questions throughout the buying process and capable of working on multiple messaging channels.

    Spectrm is an example of a conversational marketing platform that goes beyond simple, generic approaches to conversational AI insights using domain-specific NLP to guide consumers throughout the consumer travel. Generic conversational AI utilizes general NLP that may be used for simple tasks such as auto suggestions and basic key word matching. Domain-specific NLP is trained for the individual business. Spectrm’s approach to conversational AI combines domain-specific NLP with the use of generative adversarial networks, a type of machine learning that allows businesses with little if any client intent data to quickly generate their own data collections to train the algorithm.

    Conversational insights= More targeted campaigns

    Conversational insights may be utilized to create marketing campaigns that are far more targeted than traditional search and display campaigns. They enable businesses to design targeted messaging around the consumer travel, learning what consumers want/need in the context of how they are socializing with the chatbot.

    Conversational data also enables businesses to create client profiles utilizing the answers people supply in chat. Personalization and segmentation become easier based on the granularity and specificity of conversational insights. This info may be utilized to personalize marketing messages in a one-to-one amount directly in chat.

    None of this is possible without the right platform. Some factors to strongly consider while evaluating an enterprise-level conversational marketing platform will probably be!

    • An easy to implement, no-coding installation
    • Customizations for your Particular company and customer needs
    • Easy integrations with your technology stack
    • Enforcement of the Maximum privacy standards (GDPR, CCPA, and the others)
    • Connection to your product feed (for e commerce websites) and capability to serve product recommendations/content in real-time based on consumer input
    • Flexible function management with the capability to set user access functions

    A robust conversational marketing platform makes it feasible for businesses to build chatbots that engage and convert customers on the web sites, applications, and social platforms where individuals spend their timeno engineering resources needed.

    Just like search engines, conversational intelligence tools economically use language to get at the heart of consumer intent. They go beyond key words to make every datapoint actionable, using chatbot analytics to maximize funnels and section customers.


    Reaching the right audience is getting tougher every day. Consumers are more interested, demanding, and impatient than ever before. They expect their digital experiences to be personalized, instantaneous, and simple. Chatbots enable brands to connect with their audience personally and offer smooth customer experiences from the start.

  • How Search Engines View H1 Tags & Why They Still Matter

    Hi Tag is important – Period

    Nevertheless it isn’t only making certain we utilize H1s on webpages or the way we utilize them. 

    It’s really understanding what an H1 is and the way it fits into a page’s organization. 

    Even more significant, it’s knowing the way an H1 — along with other header tags (H2, H3, H4, etc.) — fit into the total user experience of that page and the website as a whole. 

    Technically, that primary header label doesn’t even have to be an H1. 

    However, whether it’s an H1 tag or another header label, that primary header is remarkably significant. 

      H1’s Aren’t What They Used to Be 

      H1s used to be systematic and standardized; but no longer, as search is smarter than ever before in the past and getting smarter every day. 

      The thought of using an H1 as a most important category — a headline, if you’ll — hasn’t changed. 

      However the part of that header is built more around the overall user experience of the page — and also how it can help to improve that experience — than the key word variations included inside and the order wherein an H1 shows up in the header hierarchy. 

      Therefore, that main headline doesn’t even have to be an H1, but the principles behind it acting as an H1 stay. 

      The main header of an online website, which could easily be an H1, should be an overarching, brief summary of the content on the page. 

      And the rest of the page’s content must comfortably exist below it on the page, likely in the form of subheaders. 

      To further understand the value of an H1 — and also how to craft perfect ones for your content — it can help to understand where H1s came from and how they evolved. 

      Since today, their purpose is very important, nevertheless their formality is unrestricted with rules or prerequisites. 

      What H1’s Used to Be 

      There used to be several pretty straightforward requirements for H1s in regards to Search engine optimization. 

      • Include the most crucial keyword(s). 
      • Use only one H1 per page. 
      • Ensure that the H1 is the first and largest text on a page 

      However, Google has made it clear these are not any longer the rules of the property. 

      Websites have evolved, as has the way they’re presented, the way they’re crawled and the way they’re consumed. 

      What H1’s Are Now

      Having multiple H1s isn’t even an issue. 

      It’s really a fairly common tendency online, particularly with HTML 5, according to Google’s John Mueller 

      How many H1s there are where they line up on the page shouldn’t even be overthought if the heading structure of a specific page is the best, most organized way to present the content on that page. 

      “Your website is going to rank flawlessly with no H1 tags or with five H1 tags,” Mueller said in overdue 2019. 

      We should always prefer the user experience over key word density or the hierarchy of headers. 

      And, since having multiple H1s doesn’t adversely affect a page’s natural visibility, nor does an H1’s lack of high-value keywords crafting headers on a page should be done without too much focus on those elements being an H1 over an H2 or vice versa.

      It is just about making certain the content is organized in a sensible and practical method. Mueller mentioned 3 Ways Google’s system functions to comprehend page headers and the way they encourage a page. They include a page with:

      • One H1 heading
      • Multiple H1 Tag
      • Styled pieces of text

      This obviously illustrates a lot of freedom with regards to page style and organization, as well as header tags generally.

      And a good deal of sites are being rewarded which use every one of the aforementioned layouts. Header tags, such as H1s, can also be useful for accessibility. Notably for visually impaired site visitors that do not have the capability to actually look at the site and its design. 

      Software that assists users with disability to consume web sites will read the headers in the sequence it sees them. Therefore, H1 are a big part of a site communicating with these users, but numerous H1s will not affect that page’s effectiveness, even for the visually impaired. Remember, it is about the user experience.

      10 times out of 10, using that semantic construction that suggests a clear organization of the content on the page is going to work in that webpage’s favor with regards to crawlability, digestibility, and eventually, visibility.

      Getting the Most from H1 Tag

      While it is been stated that H1 tag do not directly affect organic rankings. It would be impossible not to consider them to be an important part of every webpage’s overall optimization and, therefore, presentation. 

      If headers might help people comprehend the content on the page in a simpler way, it is possible they might help search engines in a similar method.

      Plus they do.

      Think about your main header, which might Very well be a H1 tag, to be a true overview of the page and its content. All the other topics and groups on this page would probably line up below that most important header as a subtitle, usually going more in depth on a topic within that main header.

      Think of the semantic structure of a page in a simple way:

      • Main header (could be an H1).
      • Subhead 1 (could be an H2).
      • Subhead 2 (could be another H2).
      • Secondary subhead 1 (could be an H3).
      • Secondary subhead 2 (could be an H3).
      • Subhead 3 (could be another H2).
      • Secondary subhead 1 (could be an H3).
      • Secondary subhead 2 (could be an H3).
      • Secondary subhead 3 (could be an H3).
      • Subhead 4 (could be another H2).
      • Subhead 5 (could be another H2).

      Some content won’t have many or any subheads.

      Some will have multiple.

      Again, it is about the content and also the best way to present it to the audience. 

      Headers are more important than H1 Tag

      Headers can be H1s, however they do not have to be. The main heading of a page can be a H1, however it does not have to be. The main heading of a page must be an overarching topic/summary of the page, and so likely will also have target keywords. But it is not for a page’s Search engine optimization, it is for the site visitor and the expertise they’ve on the site. Remember: it is not about SEO. It is about users. Make the message clear and every page layout simple.

    • AI SEO 6 Ways to Use AI to Improve Your Website

      Given that you understand what AI is and how AI SEO may impact your site; let’s look at many ways you can use AI Search engine optimization to keep up 

      Opportunity Discovery With AI SEO 

      Possibly the most crucial aspects of Search engine optimization is finding hidden ranking chances that haven’t been exploited. 

      That’s one of the areas AI SEO is proving to be effective in assisting boost your site ’s rankings. Powerful AI-powered Search engine optimization tools have emerged in the last few years, providing you more in depth insight into: 

      • Keywords you ought to be targeting 
      • Link building opportunities 

      These along with other tips which you might get from AI-powered Search engine optimization software are critical to creating a content strategy that will exponentially boost your site ’s Search engine optimization. 

      With the competition to rank becoming fiercer by the day; you want to find key words, topic ideas, along with other Search engine optimization chances that aren’t too common. 

      Find chances that your competition isn’t exploiting, and you’ll have a far better chance at ranking. 

      Granted, locating these chances manually takes a great deal of imagination, time, and hard work. 

      Nevertheless, with the aid of AI-powered SEO software, such as BrightEdge, you can uncover golden Search engine optimization chances faster. 

      This is among the main reasons AI has to be a part of your Search engine optimization strategy. 

      Content Creation With AI SEO 

      Discovering content chances is just a little part of the struggle to dominate the SERPs. 

      Additionally you need to create content which hits the mark. 

      This is where AI might help improve your Search engine optimization. 

      How? 

      Once you’ve used a tool such as BrightEdge to find key words; you might use AI to assist you know just what kind of content you should create. 

      Once fed with your target keyword, AI-powered tools scour the internet for content created around this keyword. In a few seconds, you’ll find: 

      • Content gaps to exploit 
      • Trending topics 
      • The average number of sections to add 

      With insights such as these; it becomes easier to create content tailored to address certain problems to your audience. In a nutshell, personalized content which matches consumer intent. 

      Not just that; but AI might help you ensure that the content you create is applicable for every stage of your funnel. 

      Content creation is no longer just about creating low quality content which ranks. It’s about creating content that users will find helpful. 

      And that’s exactly what AI will assist you do. 

      Content Optimization With AI SEO 

      For very long time, content optimization has been about keywords, internal hyperlinks, back-links, along with other on-page Search engine optimization strategies. 

      Those things still matter. 

      But search engines now look at more than simply those indications. Search engines are getting better at figuring out just what searcher’s purpose is while searching. 

      How can you optimize your content to your user intent? 

      You guessed it — with the help of AI. 

      AI SEO tools assist you: 

      • Create topic clusters which answer user questions and rank 
      • Know the best Amount of content on your given topic 
      • Use key words and LSI keywords correctly 
      AI SEO

      AI & SEO

      What is AI SEO, and how can you use it to improve your website?

      With AI; you can optimize your content to meet Google’s E.A.T standards found within their search quality raters, guidelines. You may produce content that expertly answers user queries authoritatively. And that’s the type of content Google loves to serve its customers. 

      But AI doesn’t wind at assisting optimize content for search engines. AI-powered writing tools such as Atomic Attain and Grammarly (among a slew of others) also help ensure your writing makes for a pleasant read. 

      This also helps increase dwell time, another factor that indicates to search engines that your content is beneficial. 

      The bottom line is AI may help you produce better optimized content that your readers will adore and participate with. 

      Optimizing for Voice Search 

      Among the fastest growing regions of search is voice search. 

      With more individuals relying upon their voice-activated devices to search the world wide web; voice Search engine optimization (VSEO) became an aspect of Search engine optimization you can’t dismiss anymore. 

      Just have a look at how fast the number of voice-activated assistants is climbing: 

      ai seo voice assistants


      Statista forecasts that the number of voice assistants worldwide will attain 8.4 billion in the next few years. That is more than the planet ’s population. 

      Most voice searches are in the shape of questions; therefore one of the main ways to optimize for VSEO is by answering the questions individuals are asking. 

      This is where AI tools come into play. 

      For instance, tools such as Frase help you produce VSEO optimized content by showing you the questions searchers are asking. You may then produce content around these questions. 

      Another aspect of voice search is that it’s conversational. This is where AI principles such as NLP come into play. 

      AI-powered content tools such as Grammarly and Hemmingway may help you produce more conversational content by advocating tone changes and highlighting hard to read passages. 

      The one thing to note about VSEO is that it’s hyper-competitive. That’s because voice assistants only give one answer — the one right on top of the SERPs. 

      This means you’ve to pull out all the stops to ensure you rank well for VSEO. 

      Scale Your SEO

      An important part of Search engine optimization is tedious manual labor that has made it hard for entrepreneurs to achieve results rapidly. 

      AI has changed that. 

      AI-powered tools have taken many of the grunt work out of Search engine optimization by gathering data; assessing it, and translating it into actionable steps, 

      More than that, however, you’ll find that artificial intelligence Search engine optimization applications; such as Alli AI, may assist with your technical Search engine optimization as well. For instance, it may assist you! 

      • Conduct web site audits 
      • Automatically optimize content 
      • Fix duplicate content problems 

      On the on-page Search engine optimization front; AI Search engine optimization applications may help you scale your content creation by assessing top-performing content. The program can then help you produce content plans and briefs for optimized content. 

      Consequently, you may rapidly scale your Search engine optimization attempts — without overworking your own team. 

      AI may take over the laborious, mundane, and time-consuming (and sometimes soul-sucking) aspects of Search engine optimization. This may free up your team to do other stuff which need human attention.

      User Experience

      Remember – Google’s (along with other search engines) primary focus is the user.

      This means user experience (UX) is a crucial element of Search engine optimization.

      That’s probably why, in a rare announcement. Google let people know that page experience will be a significant ranking factor beginning from the year 2021.

      But what’s page experience?

      According to Google; page experience is a set of signals that measure a user’s satisfaction; (or lack of it) when interacting with a webpage. This goes beyond the page’s informational value.

      It can take into account the overall UX the page provides.

      Obviously, pages with negative user experience won’t rank and those that offer users a positive user experience.

      Where does AI come into play here?

      With search engines thinking more like real human users; they can determine whether your page will provide users a positive UX or not.

      This means when a user inputs a web search query; search engines want to ensure they serve up

      • Relevant and authoritative content
      • Proper Page structure
      • Pages with easy navigation
      • Pages that load fast
      • Mobile-friendly websites


      If users can enjoy a personalized experience on your web site; this will increase dwell time and encourage sharing your content. Both are signals to search engines that your content is worth ranking higher on SERPs.

      Today’s AI-powered Search engine optimization tools, like Market Brew; can mimic search engines and give recommendations on what you may do to improve your website’s UX.

      Consequently, you don’t have to guess whether the SEO gods will smile on your web site with favor or not. You can know exactly what pleases them (to a greater degree) and implement that on your web site.

      Conclusion

      Ready or not, the future of Search engine optimization is here.

      And it’s just two words – artificial intelligence.

      By marrying both of these disciplines; you may create a robust Search engine optimization strategy that’s bound to get you noticed.

      Have you embraced the power of AI Search engine optimization yet?