Whether you work in SEO or PPC, you’ve likely noticed a new trend emerging in your search reports: a rise in longer-tail searches and question-based search phrases. The likely culprit? Voice input. Voice search is easier than text input; we all know this. We can speak something much more naturally than we can type it. Most of us are looking for a fast fix or a way to make multi-tasking more efficient, and conversational user interfaces fit that bill perfectly. Whether we want to ask Alexa to clarify a recipe while cooking, ask Siri for directions while driving or run quick searches during the commercial breaks when second-screening, we’re all getting increasingly comfortable using voice search and digital personal assistants. Take a look at the rapid adoption rates that Search Engine Land reported on back in December: Why does this matter? There’s an obstacle that brands face when adjusting to voice input for search. The obstacle is that we will turn this easy input … [Read more...] about Is your brand prepared for voice search?
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Brands are like people: both have a physical structure, a name, a personality, and a reputation. Both can be respected or even loved, liked, and considered as part of our life or just simple accessories. Both brands and people can be regarded as dispensable or irreplaceable, principled or opportunistic, mature or constantly evolving with time. The way they are managed and developed is what differentiates and positions both people and brands. The question we are trying to answer in this article is how ranking in Google can influence brand development and how a brand can take full advantage of its position in SERP. Is It Only Traffic and Conversions? Ranking high in Google is a moment of joy and delight for all site owners. While traffic and conversion rates are the most tracked indicators, a big benefit might be left out: brand development. As rankings and traffic fluctuate, the “brand” is a long race asset. You have to ask yourself: what would happen if starting tomorrow, … [Read more...] about High SERP Rankings Maybe a Strong Brand Booster
There is a lot of fascination with Millennials and for good reason. Not only do they make up a trillion-dollar demographic, according to a 2014 study by Accenture, they are also a massive generation in terms of size, accounting for nearly 80 million people in the U.S.. Their estimated spending is close to $600 billion and they have about 21 percent of consumer discretionary purchase power. Millennials are a consumer force to be reckoned with. A Unique Generation Let’s take a step back for a moment and examine the Millennial generation. They are defined as individuals born between 1980 and 2000 and have been referred to as the “always connected” generation due to their close relationship with technology. Research has shown that their values have been influenced from such historic events such as the Great Recession, 9/11, and the election of the first African-American president: Barack Obama. When it comes to these facts, what should you know as a marketer? Millennials … [Read more...] about 10 Brands That Got Millennial Marketing Right
Personality. How do you define it? Look it up in the dictionary and you might see “the visible aspect of one’s character as it impresses others,” or “an embodiment of a collection of qualities”. What does a personality do? How exactly does it work? In a nutshell, it can immediately attract you to someone or turn them off to you. Not every personality is for everyone, that’s for sure. Each one has very unique strengths and challenges. And they’re not just for people. Brands have personalities, too—or at least they should. In fact, I’d like to argue that a brand is a personality. Nike isn’t a sports apparel manufacturer. Starbucks isn’t a coffee brewer. Apple isn’t a computer maker. There is something far more emotive to who and what these companies are. For each one, their brands touch people at very root levels of their beings. Nike is a maker of dreams and champions. Starbucks is a community. Apple inspires … [Read more...] about How to Know Your Brand’s Content Personality
Following on from Part One of this series where the topic of influencing brand perception was discussed, this new instalment looks at how content can help you tap into the mindset of the people you’re trying to sell to. Part two: to gauge public opinion Pretty much any content related book, article or conference talk you come across will at some point mention the term ‘audience-focused content’. As a phrase and a concept, it’s a simple one – create stuff that people are going to want – but the cogs that sit behind it can be both complicated and costly. Rather than researching what people want then creating content to reflect that, there’s an argument to say your content could actually be your research method. By publishing then assessing how people react to what you put out there, the data can be used to create something bigger and better, or to inform other business actions. Pre-internet (a scary thought) I recall being involved in various … [Read more...] about Why companies create content – part two: to gauge public opinion