If you work in the local SEO space, you may have noticed that Google sometimes makes unwanted updates to your Google My Business listings. Columnist Andrew Shotland dives into the issue.
The post If your GMB page updates & no one knows, does it make a sound? appeared first on Search Engine…
Please visit Search Engine Land for the full article.
Let’s take length, for example. When it comes to landing page best practice, we know that both short and long forms perform well; it all depends on whether you want to generate a lot of (potentially) lower quality form submissions, or a smaller number of higher quality submissions.
Every page on your website needs to have a strategy, quantitative goals and a very specific business orientation to help your site to be found and to drive leads for your company. Each of these pages needs to have a role in the prospect’s buyer journey. You want to have pages for people in the awareness stage, in the consideration stage and in the decision-making stage. This is where your landing pages come into play…
So, what is the difference between a landing page and a website? Landing pages are a form of a web page. They are usually intended for a very specific purpose such as a sign-up. The key difference is that they are simplified and have no distractions like websites do.
What makes a successful landing page?
I’ve listed 5 examples of the companies I consider having nailed their landing page design and the reasons why. If you want to improve upon your landing page design and strategy, it’s helpful to know what makes a great one and I’ve scoured the internet to devise this shortlist.
I like Zendesk’s Free Trial landing page because it’s simple in both copy and design. The two things that really stand out on the page are the CTA buttons and the egg drawing at the top; I like the way it wiggles as though it’s about to crack open. The form itself is simple and only requires a work email address and a password to create an account.
This landing page is simply stunning and is a perfect example of just standing back and enjoying the simplicity and beauty. H.Bloom uses high-resolution photography and lots of white space, making it a pleasure to look at.
Beauty aside, the page has some great conversion elements; an ATF form, a clear and concise description of what will happen when you fill out the form, and a bright orange “submit” button.
Shopify’s trial landing page keeps it simple. The user-oriented headline is just a few words and the page relies on simple bullets, not paragraphs, to communicate the trial’s details and benefits. There are only a few fields you need to fill out before you get started; all of this makes it easier for you to get to the point – selling online with their tool.
To top it off, this landing page looks gorgeous on any device you’re using. Responsive design for the win!
Beachcomber Competition – May 2017
I loved the high-end photography and simple layout of this Barbour landing page, which was part of a competition the brand ran during May 2017. They were not afraid of using white space and followed a very structured grid system. The logo took a prominent position of top centre, with the image and text sitting side by side. The instruction is clear and the form is short so not to detract the end user. And who wouldn’t want to be in with a chance of winning Barbour products?
Harley Davidson is one of the most evocative brands in the world and I’m proud that they’ve made my top 5. The combination of interactive imagery, dropdown answer fields and checkboxes make the landing page succinct and provides a slick UX, thus giving users more time to tinker with their Harley. What I love most about this landing page is the edgy black and white styling; it’s striking and totally on brand.
Get a copy of our free landing pages guide which is full of best practice tips and inspiration.
The post 5 of the best landing page designs I’ve seen (and why) appeared first on The Email Marketing Blog.
Reblogged 2 years ago from blog.dotmailer.comPosted by FeliciaCrawford
Howdy, readers! We’re back with our last round of videos for this go of the Daily SEO Fix series. To recap, here are the other topics we’ve covered previously:
Today we’ll be delving into more keyword and concept research, quick wins for on-page optimization, and a neat way to stay abreast of duplicates and inaccuracies in your local listings. We use Moz Pro, the MozBar, and Moz Local in this week’s fixes.
The idea of “concepts over keywords” has been around for a little while now, but tracking rankings for a concept isn’t quite as straightforward as it is for keywords. In this fix, Kristina shows you how to label groups of keywords to track and sort their rankings in Moz Pro so you can easily see how you’re ranking for grouped terms, chopping and analyzing the data as you see fit.
If you work in local SEO, you know how important it is for listings to have an accurate NAP (name, address, phone number). When those details change for a business, it can wreak absolute havoc and confuse potential searchers. Jordan walks you through adding alternate NAP details in Moz Local to make sure you uncover and clean up old and/or duplicate listings, making closure requests a breeze. (This Whiteboard Friday is an excellent explanation of why that’s really important; I like it so much that I link to it in the resources below, too. 😉
Remember, you can always use the free Check Listing tool to see how your local listings and NAP are popping up on search engines:
You’re already spying on your competitors’ sites; you might as well do some keyword research at the same time, right? Chiaryn walks you through how to use MozBar to get keyword and content suggestions and discover how highly ranking competitor sites are using those terms. (Plus a cameo from Lettie Pickles, star of our 2015 Happy Holidays post!)
A fine accompaniment to your on-the-go keyword research is on-the-go on-page optimization. (Try saying that five times fast.) Janisha gives you the low-down on how to check whether a page is well-optimized for a keyword and identify which fixes you should make (and how to prioritize them) using the SEO tool bar.
I’ve got a whole passel of links if you’re interested in reading more educational content around these topics. And by “reading,” I mean “watching,” because I really stacked the deck with Whiteboard Fridays this time. Here you are:
And of course, if you need a better handle on all this SEO stuff and reading blog posts just doesn’t cut the mustard, we now offer classes that cover all the essentials.
My sincere thanks to all of you tuning in to check out our Daily SEO Fix video series over the past couple of weeks — it’s been fun writing to you and hearing from you in the comments! Be sure to keep those ideas and questions comin’ — we’re listening.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
Reblogged 2 years ago from tracking.feedpress.itIt can be difficult for businesses with multiple locations to craft unique, rich content for each individual location page, but columnist Joy Hawkins has some advice for how to do just that.
The post How to solve duplicate content local SEO issues for multi-location businesses appeared first on…
Please visit Search Engine Land for the full article.
At dotmailer we try our best to keep the bad guys out, but if they already have your password, there is very little we can do to detect, and stop them logging in as you…unless, of course, you have already turned on two-factor authentication (2FA). Two-factor in most cases is something you know (your username/password), and something you have (a single use access code or authentication link).
There are various ways an attacker may have access to your login details, but some of the possible methods include:
If the computer you use to log in to your online accounts is infected with malware, it is possible that your keystrokes and even screen captures are being logged and sent back to the bad guys…..yep, including your passwords, and other authentication details.
If an attacker has access to the network from which you are logging on to an online service (e.g. public Wi-Fi hotspot), in some cases it may be possible to capture the data as it passes to the server…..yep, including your password, and other authentication details. This is where looking for HTTPS in your browser address bar becomes very important. At dotmailer, all authentication data passes over a secure channel, thus protecting you from this sort of attack.
It’s really important not to use the same password across different services. We’ve seen an awful lot of very big data breaches in the news recently, and the attackers have been using the stolen authentication details from these breaches to try and log on to other online services…with what seems to be a great deal of success! This sadly means that many people are still using the same password everywhere they go online. This is one of the reasons why your dotmailer password is set to expire, and you are asked for a new one every 90 days; and why you should be choosing something completely different every time. Simply incrementing that number at the end of your password is not cool!
As we get better at using good passwords, and preventing malware infections; sometime, the bad guys just find it easier to ask us for our passwords. At dotmailer, our support team will never contact you asking for your password.
If one of the above unfortunate events were to happen, 2FA adds another layer of defense, as the attacker would also need access to the authentication link or SMS code. In reality that would mean having access to your mailbox, or mobile phone. We’ve already seen that it’s possible that an attacker has obtained your password due to a compromised computer, or network; which is why we would always recommend using an “out-of-band” communication such as SMS as the means to deliver the 2FA authentication token where possible. dotmailer offers SMS 2FA to all customers. It’s simple to setup, and its free!
Without access to the authentication token, the attacker could of course try and brute force the code, but that is where our other controls such as failed login account lockouts kick in.
Log in to your account, and click the user icon in the top right, and select Account:
In the resulting window click on the “Account Settings” tab, and scroll down to the “Security” section. Simply tick the Two-factor authentication box, and enter your mobile phone number, and hit save settings at the bottom of the page.
Done! Congratulations, you have just gone one step further in protecting your valuable data.
Now you have protected your dotmailer account, check out TurnOn 2FA and see which of your other online services offer a similar feature, and SWITCH IT ON!
Check out my last post on protecting your online account from unauthorized access. See also our previous support article on securing your account with two-factor authentication, and for more general information on what dotmailer do to protect you and your data, please visit our Trust Centre.
Note: If you are a managed user, you will need to ask your account administrator to do this for you. For obvious security reasons, you will not be able to disable this feature without the help from our support team.
Reblogged 3 years ago from blog.dotmailer.comWhile the program is recently revamped, dotmailer has enjoyed a 17-year history of working side-by-side with partners like Magento, Salesforce and Microsoft Dynamics. We value these relationships as an opportunity to help deliver the best marketing strategies that lead to more business for you and your clients. Our new partnership program extends these relationships with the right tools, resources and benefits to help you build, run and grow a profitable agency, marketing or technology reseller business.
Here are the top five questions about the partner program answered:
Our partner program delivers two types of certification for two distinct types of audiences:
dotmailer is a fast, powerful, and easy-to-use marketing automation platform with email at its core. Our world-class integrations make dotmailer extensible, and suitable for both B2C and B2B marketers alike. Here’s what some of our current partners have to say:
“We have found that dotmailer offers a strong solution. Not only do they cater to retail brands, but they also have a distinct B2B focus, which aligns with the more than 60% of our clients that have a B2B component as part of their ecommerce channels. Leveraging the dotmailer solution makes these conversations more relevant when discussing their marketing needs. As Magento’s Premier email marketing automation provider, they have invested heavily in both the technology and the sales enablement tools we need to win over customers.” – Caleb Bryant, Strategic Alliances Manager at Gorilla Group
“dotmailer enhances and extends our opportunity to bring customers a solution that provides highly personalized, automated and measureable email interactions to their customers to further nurture leads and customer engagement.” “An additional benefit of dotmailer is the pricing flexibility and geographical reach.” – Motti Danino, VP of Operations, Oro Inc.
The dotmailer partner program is free to join and benefits are offered in three tiers: Bronze, Silver and Gold. The benefits include commission, guest blogging, partner case studies, co-hosted webinars, event sponsorship and more. Our main aim is help partners become more successful and rise through the ranks as they become more affluent in offering the dotmailer platform and services.
dotmailer is committed to ensuring our agency partners have the tools at their disposal to continue them to grow service retainers and effectively sell a best-of-breed email marketing automation platform. Our philosophy has always been to innovate and we still run in bi-weekly development cycles with quarterly releases. We are constantly innovating on both the platform and our integrations, meaning the partner program will continue to evolve as does the dotmailer feature set.
For more information and to submit your details so we can get in touch, visit our partners page.
Reblogged 3 years ago from blog.dotmailer.comWithout a site that’s precision engineered for a good user experience and high conversion rates, all of your email marketing efforts could be going to waste.
Of course, you do want to market your business and email campaigns are statistically proven to be one of the most successful avenues to do so – according to McKinsey, email is 40 times more effective at acquiring new customers than Facebook and Twitter. VentureBeat also released this year that according to their research, email is generating better return on investment than any other channel. So how do you make sure your site is secure and effective enough to keep customers there once your campaign has enticed them this far?
The homepage
For the majority of visitors, your homepage will be the first impression you get to make. A great homepage factors in a number of different ingredients to create the biggest positive impact on the user. Chief of which are…
Engagement
A great homepage is above all engaging, instantly connecting a potential customer with the brand. Engagement comes from a website having personality and a clear message, a customer should feel comfortable with the design and want to interact with it. Take the example below – Mardon, an international seafood import and export company. The large cinematic image captures attention, while the well positioned brand and informative footer let the user know who they’re interacting with. The elements on the page come together to create a beautiful and simple looking design with the feel of a company you can trust and, as a result, want to engage with.
mardon.com designed and built by Nublue.co.uk
The human element
In most cases (and where relevant), adding a human element to your homepage will encourage a positive reaction from users. Having a real life human being can enable customers to relate to your business and products more effectively. We believe in this philosophy so much that our own staff feature heavily throughout our site. Using actual staff members allows you to showcase your people, your greatest asset.
The www.nublue.co.uk homepage
Excellent user experience
Once you’ve made an excellent first impression, you’ll need a functional and user-friendly website that ensures customers aren’t left frustrated by complex navigation or slow load times. Simple, intuitive menus and navigation alongside a website that’s fast enough to keep your users from having to wait.
Load speed is critical. According to surveys done by Gomez.com, 79% of online shoppers who have trouble with web site performance say they won’t return to the site to buy again. There are also statistics that suggest consumers will abandon a site that isn’t loaded within three seconds. High performance hosting is vital to addressing this issue and your site could benefit from the use of a CDN. CDN (Content Delivery Networks) improve speed by offloading your site’s static content – such as images and CSS. This frees up your hosting package to serve only the dynamic parts of your site. The result is a faster, smoother running site, regardless of the user’s location.
Better conversion processes
Trying to get people to make a purchase from an email isn’t easy and the fewer potential stumbling blocks you put in a customer’s way the better.
For ecommerce sites, an optimised checkout with guest login will produce a much smoother, simpler and more effective conversion process. Offering guest login at checkout gives the user an option of either signing up for an account or checking out without doing so, and prevents losing any sales at the last moment.
Another best practice is to introduce ‘trust signals’ so that customers feel confidence in buying from your site. Trust signals range from having visible reviews and testimonials onsite, to things like SSL certificates – which are visible in the url bar and prevent third parties seeing or accessing a customer’s personal details between their browser and your server, through encryption.
An expert design and development team will together implement the best features and functionality using a user-centric approach to ‘reverse-engineer’ your site. Effectively creating the best and simplest customer journey, improving both customer experience and conversion levels, whilst making it as quick and easy as possible for customers to buy from you.
Summary
When sending an email campaign, it’s vital that your website is not the weak link in the marketing chain and that leads are clicking through to a secure and effective page. At the heart of an effective website is a full understanding of your audience and the expertise to clearly guide them through the actions you want them to take. This is ultimately accomplished through user friendly navigation and beautiful and engaging design.
The site’s features and functionality need to be thought about and in order to get a website that’s fast enough, you’ll need a tailored, high performance hosting solution – such as CDN.
This post was created by Nublue, a web hosting and Magento ecommerce agency and partner of dotmailer.
Reblogged 3 years ago from blog.dotmailer.comColumnist Marcus Miller shares tips, advice and an infographic on creating highly optimized, high-converting landing pages for local SEO.
The post The perfect local SEO landing page appeared first on Search Engine Land.
Please visit Search Engine Land for the full article.
Posted by Cyrus-Shepard
Recently, Moz announced the results of our biennial Ranking Factors study. Today, we’d like to explore one of the most vital elements of the study: the Ranking Factors survey.
2015 Ranking Factors Expert Survey
Every two years, Moz surveys the brightest minds in SEO and search marketing with a comprehensive set of questions meant to gauge the current workings of Google’s search algorithm. This year’s panel of experts possesses a truly unique set of knowledge and perspectives. We’re thankful on behalf of the entire community for their contribution.
In addition to asking the participants about what does and doesn’t work in Google’s ranking algorithm today, one of the most illuminating group of questions asks the panel to predict the future of search – how the features of Google’s algorithm are expected to change over the next 12 months.
Amazingly, almost all of the factors that are expected to increase in influence revolved around user experience, including:
The experts predicted that more traditional ranking signals, such as those around links and URL structures, would largely remain the same, while the more manipulative aspects of SEO, like paid links and anchor text (which is subject to manipulation), would largely decrease in influence.
The survey also asks respondents to weight the importance of various factors within Google’s current ranking algorithm (on a scale of 1-10). Understanding these areas of importance helps to inform webmasters and marketers where to invest time and energy in working to improve the search presence of their websites.
These features describe use of the keyword term/phrase in particular parts of the HTML code on the page (title element, H1s, alt attributes, etc).
Highest influence: Keyword present in title element, 8.34
Lowest influence: Keyword present in specific HTML elements (bold/italic/li/a/etc), 4.16
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Titles are still very powerful. Overall, it’s about focus and matching query syntax. If your post is about airplane propellers but you go on a three paragraph rant about gorillas, you’re going to have a problem ranking for airplane propellers. |
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Keyword usage is vital to making the cut, but we don’t always see it correlate with ranking, because we’re only looking at what already made the cut. The page has to be relevant to appear for a query, IMO, but when it comes to how high the page ranks once it’s relevant, I think keywords have less impact than they once did. So, it’s a necessary but not sufficient condition to ranking. |
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In my experience, most of problems with organic visibility are related to on-page factors. When I look for an opportunity, I try to check for 2 strong things: presence of keyword in the title and in the main content. Having both can speed up your visibility, especially on long-tail queries. |
These features cover how keywords are used in the root or subdomain name, and how much impact this might have on search engine rankings.
Highest influence: Keyword is the exact match root domain name, 5.83
Lowest influence: Keyword is the domain extension, 2.55
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The only domain/keyword factor I’ve seen really influence rankings is an exact match. Subdomains, partial match, and others appear to have little or no effect. |
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There’s no direct influence, but an exact match root domain name can definitely lead to a higher CTR within the SERPs and therefore a better ranking in the long term. |
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It’s very easy to link keyword-rich domains with their success in Google’s results for the given keyword. I’m always mindful about other signals that align with domain name which may have contributed to its success. These includes inbound links, mentions, and local citations. |
These features describe link metrics for the individual ranking page (such as number of links, PageRank, etc).
Highest influence: Raw quantity of links from high-authority sites, 7.78
Lowest influence: Sentiment of the external links pointing to the page, 3.85
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High-quality links still rule rankings. The way a brand can earn links has become more important over the years, whereas link schemes can hurt a site more than ever before. There is a lot of FUD slinging in this respect! |
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Similar to my thoughts on content, I suspect link-based metrics are going to be used increasingly with a focus on verisimilitude (whether content is actually true or not) and relationships between nodes in Knowledge Graph. Google’s recent issues with things, such as the snippet results for “evolution,” highlight the importance of them only pulling things that are factually correct for featured parts of a SERP. Thus, just counting traditional link metrics won’t cut it anymore. |
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While anchor text is still a powerful ranking factor, using targeted anchor text carries a significant amount of risk and can easily wipe out your previous success. |
These features describe elements that indicate qualities of branding and brand metrics.
Highest influence: Search volume for the brand/domain, 6.54
Lowest influence: Popularity of business’s official social media profiles, 3.99
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This is clearly on deck to change very soon with the reintegration of Twitter into Google’s Real-Time Results. It will be interesting to see how this affects the “Breaking News” box and trending topics. Social influencers, quality and quantity of followers, RTs, and favorites will all be a factor. And what’s this?! Hashtags will be important again?! Have mercy! |
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Google has to give the people what they want, and if most of the time they are searching for a brand, Google is going to give them that brand. Google doesn’t have a brand bias, we do. |
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It’s already noticeable; brands are more prominently displayed in search results for both informational and commercial queries. I’m expecting Google will be paying more attention to brand-related metrics from now on (and certainly more initiatives to encourage site owners to optimize for better entity detection). |
These features relate to third-party metrics from social media sources (Facebook, Twitter, Google+, etc) for the ranking page.
Highest influence: Engagement with content/URL on social networks, 3.87
Lowest influence: Upvotes for the page on social sites, 2.7
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Social ranking factors are important in a revamped Query Deserves Freshness algorithm. Essentially, if your content gets a lot of natural tweets, shares, and likes, it will rank prominently for a short period of time, until larger and more authoritative sites catch up. |
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Social popularity has several factors to consider: (1) Years ago, Google and Bing said they take into account the authority of a social profile sharing a link and the popularity of the link being shared (retweets/reshares), and there was more complexity to social signals that was never revealed even back then. (2) My experience has been that social links and shares have more power for newsy/fresh-type content. For example, a lot of social shares for a dentist’s office website wouldn’t be nearly as powerful (or relevant to consider) as a lot of social shares for an article on a site with a constant flow of fresh content. |
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Honestly, I do not think that the so-called “social signals” have any direct influence on the Google Algorithm (that does not mean that a correlation doesn’t exist, though). My only doubt is related to Twitter, because of the renewed contract between Google and Twitter itself. That said, as of now I do not consider Twitter to offer any ranking signals, except for very specific niches related to news and “news-able” content, where QDF plays a fundamental role. |
These elements describe non-keyword-usage, non-link-metrics features of individual pages (such as length of the page, load speed, etc).
Highest influence: Uniqueness of the content on the page, 7.85
Lowest influence: Page contains Open Graph data and/or Twitter cards, 3.64
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By branching mobile search off of Google’s core ranking algorithm, having a “mobile-friendly” website is probably now less important for desktop search rankings. Our clients are seeing an ever-increasing percentage of organic search traffic coming from mobile devices, though (particularly in retail), so this is certainly not an excuse to ignore responsive design – the opposite, in fact. Click-through rate from the SERPs has been an important ranking signal for a long time and continues to be, flagging irrelevant or poor-quality search listings. |
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I believe many of these will be measured within the ecosystem, rather than absolutely. For example, the effect of bounce rate (or rather, bounce speed) on a site will be relative to the bounce speeds on other pages in similar positions for similar terms. |
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I want to answer these a certain way because, while I have been told by Google what matters to them, what I see in the SERPs does not back up what Google claims they want. There are a lot of sites out there with horrible UX that rank in the top three. While I believe it’s really important for conversion and to bring customers back, I don’t feel as though Google is all that concerned, based on the sites that rank highly. Additionally, Google practically screams “unique content,” yet sites that more or less steal and republish content from other sites are still ranking highly. What I think should matter to Google doesn’t seem to matter to them, based on the results they give me. |
These features describe link metrics about the domain hosting the page.
Highest influence: Quantity of unique linking domains to the domain, 7.45
Lowest influence: Sentiment of the external links pointing to the site, 3.91
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Quantity and quality of unique linking domains at the domain level is still among the most significant factors in determining how a domain will perform as a whole in the organic search results, and is among the best SEO “spot checks” for determining if a site will be successful relative to other competitor sites with similar content and selling points. |
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Throughout this survey, when I say “no direct influence,” this is interchangeable with “no direct positive influence.” For example, I’ve marked exact match domain as low numbers, while their actual influence may be higher – though negatively. |
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Topical relevancy has, in my opinion, gained much ground as a relevant ranking factor. Although I find it most at play when at page level, I am seeing significant shifts at overall domain relevancy, by long-tail growth or by topically-relevant domains linking to sites. One way I judge such movements is the growth of the long-tail relevant to the subject or ranking, when neither anchor text (exact match or synonyms) nor exact phrase is used in a site’s content, yet it still ranks very highly for long-tail and mid-tail synonyms. |
These features relate to the entire root domain, but don’t directly describe link- or keyword-based elements. Instead, they relate to things like the length of the domain name in characters.
Highest influence: Uniqueness of content across the whole site, 7.52
Lowest influence: Length of time until domain name expires, 2.45
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Character length of domain name is another correlative yet not causative factor, in my opinion. They don’t need to rule these out – it just so happens that longer domain names get clicked on, so they get ruled out quickly. |
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A few points: Google’s document inception date patents describe how Google might handle freshness and maturity of content for a query. The “trust signal” pages sound like a site quality metric that Google might use to score a page on the basis of site quality. Some white papers from Microsoft on web spam signals identified multiple hyphens in subdomains as evidence of web spam. The length of time until the domain expires was cited as a potential signal in Google’s patent on information retrieval through historic data, and was refuted by Matt Cutts after domain sellers started trying to use that information to sell domain extensions to “help the SEO” of a site. |
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I think that page speed only becomes a factor when it is significantly slow. I think that having error pages on the site doesn’t matter, unless there are so many that it greatly impacts Google’s ability to crawl. |
To bring it back to the beginning, we asked the experts if they had any comments or alternative signals they think will become more or less important over the next 12 months.
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While I expect that static factors, such as incoming links and anchor text, will remain influential, I think the power of these will be mediated by the presence or absence of engagement factors. |
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The app world and webpage world are getting lumped together. If you have the more popular app relative to your competitors, expect Google to notice. |
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Mobile will continue to increase, with directly-related factors increasing as well. Structured data will increase, along with more data partners and user segmentation/personalization of SERPs to match query intent, localization, and device-specific need states. |
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User location may have more influence in mobile SERPs as (a) more connected devices like cars and watches allow voice search, and (b) sites evolve accordingly to make such signals more accurate. |
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I really think that over the next 12-18 months we are going to see a larger impact of structured data in the SERPs. In fact, we are already seeing this. Google has teams that focus on artificial intelligence and machine learning. They are studying “relationships of interest” and, at the heart of what they are doing, are still looking to provide the most relevant result in the quickest fashion. Things like schema that help “educate” the search engines as to a given topic or entity are only going to become more important as a result. |
For more data, check out the complete Ranking Factors Survey results.
2015 Ranking Factors Expert Survey
Finally, we leave you with this infographic created by Kevin Engle which shows the relative weighting of broad areas of Google’s algorithm, according to the experts.
What’s your opinion on the future of search and SEO? Let us know in the comments below.
Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!
Posted by randfish
Ever mass-deleted a bunch of impersonal emails from your inbox? Brand fatigue is a real threat to your marketing strategy. In today’s Whiteboard Friday, Rand discusses why brands become “background noise” and how you can avoid it.
For reference, here’s a still of this week’s whiteboard. Click on it to open a high resolution image in a new tab!
Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re going to chat a little bit about why no one is paying attention to your brand, to your marketing. It’s the perilous pitfall of brand fatigue.
So you have all had this happen to you. I promise you have. It’s happened in your email. It’s happened in your social streams. It’s happened through advertising in the real world, online and offline.
I’ll give you an illustration. So I sign up for this newsletter. I decide, “Hey, I want to get some houseplants. My house has no greenery in it.” So I sign up for Green Dude Houseplants’ newsletter. What do I get? Well, I get a, “Welcome to Our Newsletter.” Oh, okay.
And then maybe the next day I get, “Meet Our New Hires.” Meet our new hires? I’m sure that your new hires are very important to you and your team, but I just got introduced to your brand. I’m not sure I care that much. To me, you’re all new hires. You might as well be, right? I don’t know you or the team yet.
“Best Summer Ever Event,” okay, maybe, maybe an event. “Edible Backyard Gardens, you know, I don’t have a backyard. I was signing up for a houseplant newsletter because it was in my house. “See Us at the Garden Show,” I don’t want to go to the garden show. I was going to buy from you. That’s why I’m online.
Okay, thanks.
It’s not just the value of the messaging. It’s the frequency that it happens at. You’ve seen this. I’m on an email list that I signed up for, I think it’s called FounderDating. It’s here in Seattle. I think it’s in San Francisco. I thought it was a really cool idea when I signed up for it. Then I have just been inundated with messages from them. I think some of them are actually worthy of my participation, like I should have gone to the forum. I should have replied. I should have checked out what this particular person wanted. But I get so much email from them that I’ve just begun to hit Delete as soon as I get it.
We’ve actually had this problem at Moz too. If you’re a Moz subscriber, you probably get a new email every time a new crawl is completed, and a campaign is set up, and you have new rankings data. Some of that’s really important, right? Like if you’re paying attention to this particular site’s rankings and you want to see every time you get an update, well yeah, you need that email. But it’s actually kind of tough to opt in to which ones you want and with what frequency and control it all from one place.
We have found that our email open rates, engagement rates have actually drifted way, way down over time because, probably, we’ve inundated you with so much email. This is a big mistake that Moz has made in our email marketing, but a lot of brands make it in tons of places. So I want to help you avoid that.
Brand fatigue happens when there are too many messages, just too many raw messages on a medium. You start to see the same brand, the same name, the same person again and again. Their logo, their colors, the association you have, it just becomes background noise. Your brain goes into this mode where it just filters it out because it can’t handle the volume of stuff that’s coming through. It needs a filtration mechanism. So it starts to identify and associate your brand or your logo or your name or a person’s name with “filter.” Filter that out. That goes in the background.
It also happens when the value provided is too low or too infrequent to deserve attention. So this might be what I’m talking about with FounderDating. One out of every maybe five or six messages, I’m like, “Oh yeah, that was interesting. I should pay attention to that.” But when it becomes too infrequent, that same filtration happens.
Too few of the high value messages means you’re not going to pay attention, you’re not going to engage with that brand, with that company anymore. All of us marketers will see that in the engagement rates. No matter the medium, we can look at our numbers and see that those are going down on a percentile basis, and that gets really frustrating.
So this is the problem that Moz is having where we don’t have that one email control center where you say how often you want exactly which messages updating you of which notifications about which campaigns, and newsletter and da, da, da. So your message frequency is either all the time high or very high and so you’re, “I don’t like any of those options.”
Very frustrating.
Now, I do have some solutions and suggestions. But it’s platform by platform.
Start very conservative with your email marketing and highly personal. In fact, I would actually recommend personally sending all the messages out to your first few hundred users if you possibly can, because you will get a great rapport that you develop individually with person by person. That will give you a sense for what your audiences like and what kind of messaging they prefer, and they’ll know they can reply directly to you.
You’ll create that highly-engaged experience through email that will mean that, as you scale, you have the experience from the past to tell you how often you can and can’t email people, what they care about and don’t, what they filter and don’t, what they’re looking for from you, etc. You can then watch your open, unsubscribe and engagement rates through your email program. No matter what program you might be using, you can almost always see these.
Then you can watch for, “Oh, we had a spike.” That spike is a good thing. That means that people were highly engaged on this email. Let’s figure out what resonated there. Let’s go talk to folks. Let’s reach out to the people who engaged with it and just say, “Hey, why did you love this? What did you love about it? What can we do to give you more value like this?”
Or you watch for dips. Then you can say, “Oh man, the last three email newsletters that we’ve sent out, we’ve seen successive declines in engagement and open rates, and we’ve seen a rise in unsubscribe rates. We’re doing something wrong. What’s going on? What’s the root cause? Is it who we’re acquiring? Is it new people that signed up, or is it old-timers who are getting frustrated with the new stuff we’re sending out? Does this fit with our strategy? What can we fix?”
Be careful. The thing that sucks about brand fatigue is a lot of platforms, email included, have systems, algorithmic systems set up to penalize you for this. With email, if you get high unsubscribes and low engagement, that will actually kill your long-term chances for email marketing success, because Gmail and Yahoo Mail and Microsoft’s various mail programs and whatever installed mail your targets might have, whatever they’re using, you will no longer be able to break through those email filters.
The email filter that Gmail has says, “Hey, a lot of people click Unsubscribe and Report Spam. Let’s put this in the Promotions tab.” Or, “Hey, a lot of people are clicking Report Spam. You know what? Let’s just block this sender entirely.” Or, “Gosh, this person has in the past not engaged very much with these messages. We’re going to not make them high priority anymore.” Gmail has that automatic high priority system. So you’re getting algorithmically turned into noise even if you might have had something that your customers really cared about.
This is a really interesting one. I would strongly urge you to read Trevor Klein from Moz’s blog post about the experiment that we and HubSpot did around how much content to produce and whether lowering content or increasing content had positive effects. There are some fascinating results from that study.
But the valuable thing to me in that is if you don’t test, you’ll never know. You’ll never know the limits of what your audience wants, what will frustrate them, what will delight them. I recommend you don’t create content unless you can have a great answer for the question, “Who will help amplify this and why?” I don’t mean, like, “Oh, well I think people who really like houseplants will help amplify this.” That’s not a great answer.
A great answer is, “Oh, you know, I know this guy named Jerry. Jerry runs a Twitter account that’s all about gardening. Jerry loves our houseplants. He’s a big fan of this. He’s particularly interested in flowering cacti. I know if we publish this post, Jerry will help amplify it.” That’s a great answer. You have 10 Jerrys, great. Hit Publish. Go for it. You don’t? Why are you making it?
Watch your browse rate, your conversion rate, and conversion rate…. I don’t mean necessarily all the way to whatever you’re selling, your ecommerce store products or your subscription or whatever that is. Conversion rate could be conversion rate to an email newsletter or to following you on a social platform or whatever.
You can watch time on site and amplification per post to essentially get a sense for like, “Hey, as we’re producing content, are we seeing the metrics that would indicate that our content marketing is being successful?” If the answer to that is no, well we need to retool it. It turns out there’s actually no prize for hitting Publish.
You might think that your job as a content producer or a content marketer is to make content every day or content every week. That’s not your job. Your job is to have success with the metrics that are going to predict and correlate to the strategies you need as a business to acquire customers, to grow your marketing channels, to grow your brand’s impact, to help people, whatever it is that your mission is.
I highly recommend finding your audiences’ sweet spot for both focus and frequency. If you do those things, you’re going to do a great job with avoiding brand fatigue around your content.
Last one is social. I’ll talk specifically about Twitter and Facebook, because most things can be classified in there, even things like Instagram and LinkedIn and the fading, sadly, Google+ and those sorts of things.
Twitter, generally speaking, more forgiving as a platform. Facebook has more of those algorithmic elements to punish you for low engagement.
So, for example, I’ve had this happen on my personal Facebook page where I’ve published a few things that people just didn’t really find interesting. This is on my Rand Fishkin Facebook page, different from the Moz one. It turns out that that meant that it was much harder for me next time, even with content that people were very engaged around, to reach them.
Facebook essentially had pushed in. They were like, “You know what? That’s three or four posts in a row from Rand Fishkin that people did not like, didn’t engage with. The next one we’re going to set the bar much higher for him to have to climb back up before we decide, ‘Hey, we’ll show that to more and more people.'”
Lately I’ve been having more success getting a higher percentage of my audience into the impression count of people who are actually seeing my posts on Facebook by getting better engagement there. But that’s a very challenging platform.
Users of both, however, are pretty sensitive, nearly equally sensitive. It’s not like Facebook users are more sensitive. It’s just that Facebook’s platform is more sensitive because Facebook doesn’t show you all the content you could possibly see.
Twitter is just a super simplistic newsfeed algorithm. It’s just, who posted last. So Twitter has that real time kind of thing. So I would still say for both of these, aim to only share stuff that gets high engagement, especially as your brand.
Personal account, do whatever you want, test whatever you want. But as your brand’s account, you want that high engagement over and over again because that will predict more people paying attention to you when you do post, going back and looking through your old social posts, subscribing to you, following you, all that sort of thing, considering you a leader.
You can watch both Twitter Analytics and your Facebook page’s stats to see if you’re having a dip or a spike, where you’re having success, where you’re not.
I actually love using Twitter and a little bit LinkedIn or Google+ to see what gets very high engagement and then I know, “Okay, I should re-share that on Twitter because my audience on Twitter is very temporal.” Two hours from now it’s going to be less than 1% overlap between who sees a Twitter post now and who sees a Twitter post 2 hours from now, and that’s a great test bed for Facebook as well.
So if I see something doing extremely well on Twitter or on Google+ or on LinkedIn, I go, “Aha, that’s the kind of thing I should post on Facebook. That will increase my engagement there. Now I can go post and get more engagement next time and build up my authority in Facebook’s newsfeed algorithm.
So with all of this stuff, hopefully, as you’re producing content, sharing content, building an email subscription, building a blog platform, you’re going to have a little less brand fatigue and a little more engagement from your users.
I look forward to chatting with you all in the comments. We’ll see you again next week for another edition of Whiteboard Friday. Take care.
Video transcription by Speechpad.com
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