Optimizing for voice searches is a great new strategy
Let’s face it: Gen-Xers are masters at pounding out text, rapidly, on the tiniest of device keyboards. The rest of us stumble through frustrating errors, many of which launch hilarious misfires thanks to autocorrect. But there’s nothing silly about understanding that voice control will continue to permeate the computer use experience for all groups.
The mercurial rise of digital voice assistants on smartphones and—most recently, lovely Alexa from Amazon—is a good indicator that we’re moving into an era that is at least partly keystroke free. And why not? It’s quick, convenient, and increasingly accurate. What merchants are discovering is that it can also be profitable.
Think it’s a longshot? Fasten your seatbelt. OC&C Strategy Consultants recorded a month of sales rates for 2,000 Amazon-posted products, and found that voice-powered devices and products totaled $1.8 billion in domestic retail revenues in the year 2017. They predict that number will increase to $40 billion by 2022.
Big players such as Amazon, Google, Microsoft, and Apple have jumped ahead of the game to integrate voice searching on their platforms. The most searched brands are ranked at the top for voice searches. Maintaining a presence on these seller sites, in conjunction with optimized voice search strategies, will put you far ahead of the game.
It’s easy to get stuck following the same tactics in social media marketing, particularly if one strategy has been lucrative or has grown your business exponentially. Amazingly, though, many social media “gurus” continue with campaigns that aren’t bringing in revenue.
While it’s important to keep up-to-date with new strategies and evolving techniques, it’s also important to ditch so-called “best practices” that aren’t delivering. Sometimes, it’s what you don’t do that contributes as much to your success as what you do do.
If the calendar hasn’t tipped you off to the upcoming holiday season, then a growing spate of TV commercials will. The retailers’ most prolific season seems to start earlier every year, and it’s never too soon to jump on board.
Christmas, Hanukkah, Kwanza, and even Festivus—all these marquee events bring out the generosity and giving spirit in consumers worldwide. And as the ratio of onsite purchasing versus online sales continues to shift, it’s even more important to rev up for a hot holiday commerce opportunity.
You may have some sentimental ways to make your end-of-year sales period special, and that’s critical for your brand. But if you’re open to some tips from experts, pay attention to these specialized strategies.
By now you’ve at least explored the concept of creating a website that shows your brand at its best, and forms the foundation of conducting commerce through cyberspace. And since the ultimate goal is to make your site viewed and read by as many people as possible, you’ll need to learn how to crack the code of becoming search engine optimized. The balancing act of utilizing search-optimized syntax and offering readable, relatable, and compelling verbiage can be a challenge. Ultimately, though, it can make or break your success as an ecommerce merchant.
Do you feel as if you can’t keep up with current best practices and trends influencing site engagement? You’re not alone. It’s not a simple task, but it needn’t be prohibitive. Thanks to generous experts, the web is rife with outstanding resources on every aspect of SEO for operations of all sizes.
Put yourself in the shoes of a prospective customer and spend some time evaluating what it is about online merchants you’ve shopped in the past. What was great about their presence? Their interface? What made you shy away from navigating around a particular entity’s page? These basic first-hand experiences can help you set up a presence that works for you.
If you’ve been a copywriter for any length of time, you know the ongoing debate of what the ideal length of a sales letter should be. As long-time A-list copywriter Mark Ford notes, everyone purports to despise long copy, yet it has always consistently out-pulled and outsold short copy.
But what about social media posts? Is shorter copy is the ticket to higher sales?
Some say that copywriting has evolved—and social media is to thank (or blame) for it. But saying it has evolved is too broad a brush to paint this picture.
It’s more accurate to say that copywriting has expanded. Different media platforms may take center stage now, yet the same principles upon which advertising and marketing were built in the mid-20th century still apply.
So, in today’s social media-dominated world, how much is too much? Is it possible to optimize the length of a post to engage and convert readers? What’s the ideal length of a post to drive viral engagement that reaches as many people as possible?
As always, it’s up to you to find out what your unique audience wants and cares about. To know their pains and concerns so you can offer the best solution, service, or product for them.
Generally speaking, though, it depends on your forum. But to know for sure, you’re going to have to test and find out what works for you. Neither guessing nor being creative for the sake of it is going to cut it.
It’s 2018: we get a lot of e-mails. Most of them are just sent to spam or deleted without opening. How can you make sure that your e-mails stand out against all the noise?
E-mail copywriting takes time, effort, and creativity— and can often be a daunting task. Let’s simplify the process of designing an awesome e-mail.
It’s vital to keep in mind is what your customers will be seeing.
If you’re like most small business owners, you understand the importance of SEO. But when it comes to implementing this important strategy, it can be hard to know where to turn.
After all, you’re an entrepreneur— not a technology wizard. The rules seem to change more often than you change your socks. And if you’re not quite ready to hire an expert to figure it out for you, you may be struggling to figure out on your own.
So, what are some easy strategies you can implement today to improve your search engine ranking and gain more business?
Optimize Keywords for RankBrain
When it comes to SEO, most are well aware that using the right keywords is essential. Every piece of content on your website should begin with keyword research to determine the common phrases your potential customers are searching for.
RankBrain has changed the game a bit. Google uses this artificial intelligence algorithm to deliver search results based on search intent and user feedback. And because RankBrain can understand what words mean, it’s more in tune with what users are looking for when completing an online search.
This algorithm strongly ranks content based on Latent Semantic Indexing, or LSI, keywords. These include any words or phrases that are strongly associated with your chosen topic. This might sound complicated, but never fear. Finding such keywords to include in your content is as easy as a simple Google search.
For example, if your topic is home décor, simply type “home decor” into Google and scroll to the bottom of the page to the related searches. This section reveals common search phrases associated with home decor, giving you examples of LSI keywords:
Remember when writing was somewhat pedestrian and simple? When presenting compelling and provocative prose to draw audience attention was solely a factor of how you string sentences together? You can suspend that, at least partly. Key in a migration of communications from print to digital is the necessary intrusion of technology, which means wording sentences and ideas in a way that they are captured and rechurned through algorithms on search engines.
But it’s possible that the race to tap into somewhat robotic Search Engine Optimization (SEO) may be a bit premature. There are still arguments to be made for focusing on the human target as opposed to a reliance on converting your input to a system that delivers ordered results.
By now you’re envisioning your 9th grade composition teacher’s pleas to embrace a conversational voice. Turns out there’s still a solid argument for that, because the predominant search entity, Google, still evaluates text for its readability and adherence to rules of approachable writing.
Here’s a rather protracted guide of how Google attempts to legitimize and rank search criteria.
High on Google’s list is a reputation-based evaluation. How trustworthy is the source? How much expertise does the writer have? Low-quality submissions that are not verifiable will be ranked lower.
And make no mistake about it: Google employs human beings to assess these things.
Quite possibly, the hashtag symbol serves as a cultural icon defining the digital generation. Virtually everyone has seen one or one thousand, but not everyone knows its origin, objective, and reach. And while the hashtag came to life at a time of a national disaster, to convey updates and messages, it’s now taken on a life of its own and has applications to the business world.
Spawned just over a decade ago on Twitter, the hashtag symbol organized content that gave readers easy access to information. Later, “#bostonstrong” became a viral inspiration to commemorate the victims of the 2013 Boston Marathon attack, and the idea spiraled from there. Seeing the vast impact and ability to drive traffic with such a minimalist effort, digital divas have turned the hashtag into a multi-faceted approach to promoting ideas, products, and events.
How does this fit into your business model? Easy. #itworks. Italian automaker Audi waged a hashtag campaign in 2011 following a tweet directed at them from a fan. They created a social media marketing campaign, “#WantAnR8,” and offered a loaner Audi car to the original tweeter. Five more fans were also given keys, and by the end of the campaign, Audi had run a wildly successful promotional gig.
Strict business decisions often result from employing an either/or strategy. Either you will build a storefront location and sell online, or you won’t. Either you will accept returns or you won’t.
But when it comes to advertising online, consider an alternative here and ponder the wisdom of both. When ecommerce merchants decide where to direct their ad dollars, they tend to study their options and choose one of the top two sales platforms. Facebook and GoogleAds, behemoths in marketing, searching, and advertising combined, offer similar yet slightly different approaches. Regardless of your favored business model, there is no hard and fast rule requiring you to pick one over the other.
Search marketing firm WordStream has studied the relative efficacy of both platforms, showing the strengths and weaknesses of each. Recently it has reached the conclusion that using both in combination is your best bet.