tag:econsultancy.com,2008:/topics/seo Latest SEO content from Econsultancy 2016-05-27T12:40:00+01:00 tag:econsultancy.com,2008:Report/3008 2016-05-27T12:40:00+01:00 2016-05-27T12:40:00+01:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:TrainingDate/2951 2016-05-11T09:51:31+01:00 2016-05-11T09:51:31+01:00 Search Engine Optimization (SEO) Marketing - Singapore <p><strong style="color: #000000;">Learn the Best Practices of SEO Marketing From UK's Top Digital Marketing Research &amp; Training Company!</strong></p> <p>This intensive 2-day course enables you to plan and build an organic search engine optimization (SEO) strategy. The right SEO strategy brings the right kind of visitors to your website, boosts online conversions and helps you stand out in the fiercely competitive online space. The course also gives you the latest updates on the increasingly tricky nature of SEO as search engine continuously innovates and online competition heats up.</p> tag:econsultancy.com,2008:BlogPost/67804 2016-05-04T12:07:51+01:00 2016-05-04T12:07:51+01:00 Capturing Micro-Moments & Answer Boxes for content success Richard Marriott <p>Now I’m not a massive fan of buzzwords but like it or not these ‘micro-moments’ should be forming a critical part of your <a href="https://econsultancy.com/reports/seo-best-practice-technical-seo-on-page-optimization-and-landing-page-optimization/">on-page content strategy</a> for 2016 to ensure you are always supporting your customers throughout every stage of the buying cycle. </p> <p>Firstly, lets start with the basics, what is a micro-moment?</p> <h3>Micro-moments</h3> <p>In a nutshell, mobile has significantly changed the customer journey by allowing us to be ‘always on’.</p> <p>The traditional journey is now different and broken down into lots of real-time, intent-driven search queries.</p> <p>Google breaks them down into the following 'Moments':</p> <ul> <li>Is it worth it</li> <li>Show me how</li> <li>Time for a new one </li> <li>Didn’t plan for this</li> <li>One step at a time</li> <li>Ready for a change</li> <li>New day new me</li> <li>I wanna talk to a human</li> </ul> <p>There is also a lot of emphasis on: </p> <ul> <li> <strong>Be there:</strong> ensuring you are visible.</li> <li> <strong>Be useful:</strong> deliver relevance in their micro-moment of need.</li> <li> <strong>Be quick:</strong> mobile UX, site speed and page structure.</li> </ul> <p>This graphic from the Think With Google site sums it up nicely:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4529/micro-moments-blog-flyer.png" alt="" width="470" height="433"></p> <p>Think about your most recent purchase and how you can fit this into the context of the list above; how you searched, where you searched and what the outcome was. </p> <p>So where do you start with capturing these micro-moments? This might seem daunting but break it down logically and it's pretty straight-forward:</p> <ul> <li>Understanding audience</li> <li>Persona creation</li> <li>Mapping moments to personas and keyword research</li> <li>Competitor analysis</li> <li>Content structure</li> </ul> <p>During the rest of this post we are going to focus on the ‘be there’, ‘be useful’ and ‘be quick’ sections of the micro-moment.</p> <p>While I can’t cover all aspects of the ‘be quick’ recommendation such as site speed, we can consider the way content is structured for mobile to ensure it's easily navigable and consumable (which kind of falls into the useful bit too). </p> <h3><strong>Understanding audience</strong></h3> <p>We start by putting a huge focus on audience insights and <a href="https://econsultancy.com/blog/66976-are-your-audience-personas-really-helping-to-inform-your-content-strategy/">content personas</a>. </p> <p>After all, if you don’t understand your customer and their needs how can you execute <a href="https://econsultancy.com/training/courses/digital-content-strategy/">a successful content strategy</a> to support them throughout the purchase funnel and ultimately increase conversions.</p> <p>Once we have defined these personas we can then begin to think about their individual needs in the buying cycle and look to capture this traffic with content.  </p> <p>Here are a few simple examples on where to gather insight from:</p> <h4><strong>1. Internal data</strong></h4> <p>Clearly the most valuable place you can begin is with your own customer data.  </p> <p>If you are lucky enough to have mosaic data or have done focus group research in the past then use it!</p> <p>If not, then as a minimum export sales/conversion data and segment into persona-related data where possible (depending on the data you have).</p> <p>As a really top-level example, this could be age, gender, location and category of product purchased from. Google Analytics demographics will also help with further insight.</p> <h4><strong>2. Social data</strong></h4> <p>When it comes to audience understanding, where better to look next than at your (or your competitor's) social data. </p> <p>In my personal opinion Facebook Audience Insights data accessed through the Ads Manager is brilliant for audience understanding, and best of all it's free.</p> <p>The tool is supposed to help with your Facebook Ad targeting, however this data can also be used for persona creation and developing content that resonates with your audience.</p> <p><strong>3. YouGov audience profiler (free tool)</strong></p> <p>The <a href="https://yougov.co.uk/profileslite#/" target="_blank">YouGov Profiles</a> tool is great to get more insight on your audience.</p> <p>Simply type in your brand, a larger competitor or pastime and it returns lots of rich data on your specific audience.</p> <p><img src="https://assets.econsultancy.com/images/0007/4592/Screen_Shot_2016-05-04_at_11.03.31.png" alt="" width="800" height="450"></p> <h3><strong>Persona formulation</strong></h3> <p>Each brand will be different when thinking about the number of personas you are going to have, and it also depends on the amount of time and resource you have available.</p> <p>Firstly you need to be realistic with what you can achieve and service properly, and also think about whether you need a persona set per product category or whether you can use the same set across the business. </p> <p>Too many personas will potentially dilute what you are trying to achieve, and only having one will lead to the content being too narrow and not appealing enough to the larger audiences.</p> <p>Broadly speaking we normally look to use between three and five personas per category/business. </p> <p>Below is an example on how to formulate these personas along with a <a href="https://www.zazzlemedia.co.uk/persona-template/?utm_source=Econsultancy&amp;utm_medium=Earned&amp;utm_campaign=Micro-Moments-Post" target="_blank">handy link to the template</a>.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4530/persona-blog-flyer.png" alt="" width="470" height="371"></p> <h3><strong>Competitor analysis</strong></h3> <p>There are several methods available for SEO competitor analysis.</p> <p>In my opinion <a href="https://www.semrush.com/" target="_blank">SEM Rush</a> is a pretty efficient way of checking not only what your competitors are ranking for, but also any Answer Boxes they currently own.</p> <p>By searching for said competitor/site then selecting 'organic search positions', you can see the terms your competitor ranks for. This can be exported and filtered until your heart's content! </p> <p>The next level is to look at which Google Answer Boxes are they capturing. To see this simply filter by SERP feature, then featured snippet:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4531/sem-rush-msm-blog-flyer.png" alt="" width="470" height="280"></p> <p>Then sense-check against the terms in the SERP:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4545/serp-answer-blog-flyer.png" alt="" width="470" height="439"> </p> <p>As you can see, these Answer Boxes are appearing at the top of the organic results and capturing a lot of real estate in the SERP, so it's great for awareness and capturing traffic at the top of the funnel.</p> <p>Google doesn’t automatically scrape the first result either. We’ve seen Answer Boxes being won by terms ranking within the top five.</p> <p>We’ve also seen great success with some of our clients utilising these, and with <a href="https://econsultancy.com/blog/67569-google-kills-right-hand-ppc-ads-how-should-marketers-respond/">no ads down the side of the SERP</a> there are some people speculating that this will allow extra space for <a href="https://econsultancy.com/blog/62241-google-s-knowledge-graph-one-step-closer-to-the-semantic-web/">the Knowledge Graph</a>.</p> <h3><strong>Mapping moments to personas (be there/be useful)</strong></h3> <p>Once the personas have been created we then need to understand their individual needs and how to ensure you have the right content for them at every stage of the purchase funnel.</p> <p>So let's start that process. Choose one of your personas and think of queries that fall into each of the 'moments' listed at the top of this post.</p> <p>Now in terms of keyword research around these, I’m not going to teach anyone to suck eggs as I’m sure most will know your keyword sets and there is already enough information on this available elsewhere.</p> <p>However, to capture these micro-moments, keyword formulation should be considered in a slightly different way to really start to understand where the opportunity is, how the consumer will want to consume the content and ultimately how to structure that content to meet their needs.</p> <p>Start by using <a href="https://adwords.google.co.uk/KeywordPlanner">Google's Keyword Planner</a> to look at search volumes.  </p> <p>To give you some inspiration on what longer-tail terms your audience might be searching for, a couple of handy tools I’ve come across are <a href="http://answerthepublic.com/">Answer The Public</a> and <a href="http://lsigraph.com/">LSI Graph</a>.</p> <p>These deliver the what, when, how, why and sematic phrases for your head terms, and both churn out cool suggestions like this:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4533/answer-the-people-blog-flyer.png" alt="" width="470" height="470"></p> <p>And this:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4534/lsi-graph-blog-flyer.png" alt="" width="470" height="342"></p> <p>These terms should be considered when formulating functional content on product/category pages and also when creating blog strategies to capture this additional opportunity.</p> <p>So, not all of these suggestions will be relevant to your customers, but when you collectively understand and map them out and tie them back to your content personas, it will help inform your content strategy. </p> <p>To help you map this out, I have created an example template for you to <a href="https://www.zazzlemedia.co.uk/mapping-moments-personas-template/" target="_blank">download here</a>:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4536/mm-template-blog-flyer.png" alt="" width="470" height="175"></p> <h3><strong>Content and page structure: ‘Be Quick’ / ‘Be Useful’</strong></h3> <p>Content structure is a key reason for why Google displays Answer Boxes from sites that have well-designed pages that answer the question quickly and efficiently. </p> <p>Think back to the intro with the change in search now being based around hundreds of real time, intent-driven search queries.</p> <p>It’s also critical that you take a mobile-first view on these pages so users can easily navigate to the part of content that answers their question, rather than having to infinitely scroll (we know how much it annoys us all!).</p> <p>Below is an example of how to structure content well:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4544/mas-breakdown-blog-flyer.jpg" alt="" width="470" height="247"></p> <p>Rather than have multiple pages for multiple micro-moments, I’d recommend creating pages that answer multiple queries/micro-moments around a similar topic or theme.</p> <p>Critically the page starts with a relevant H1 tag followed by some above-the-fold succinct content which answers the user's query within a couple of sentences.</p> <p>Then, if you have multiple questions or areas to cover in the page then create these in a bulleted list with anchor tags that link to the relevant part further down the page.</p> <p>These ‘sub-sections’ should be titled with an H2 with the detail being displayed clearly using tables and lists to make it easy to consume.</p> <h3><strong>Conclusion</strong></h3> <p>Getting the audience part right is the first big hurdle, but once you have your personas nailed down, do your competitor analysis to see if anyone is really owning this at the moment and see if you can take any inspiration.</p> <p>Then use keyword research and some of the query tools I've mentioned to really define micro-moments and pinch points that your customers might be struggling with and map those to the personas to help prioritise content.</p> <p>Once you’ve made it that far create and structure your content while always considering:</p> <ul> <li>Be there.</li> <li>Be useful.</li> <li>Be quick.</li> </ul> tag:econsultancy.com,2008:BlogPost/67789 2016-04-28T10:08:17+01:00 2016-04-28T10:08:17+01:00 Five companies using branded top-level domains (TLDs) & why Ben Davis <h3>Background to new gTLDs</h3> <p>The background to new TLDs makes fairly heavy reading. Most of the problems have surrounded new generic TLDs (gTLDs), for example Amazon's application for '.book'.</p> <p>These new gTLDs were introduced in 2012 and 2013, and you can read all the heavy detail about the bid process on <a href="https://icannwiki.com/New_gTLD_Program">ICANN's Wiki</a> (ICANN is the Internet Corporation for Assigned Names and Numbers, a private not-for-profit).</p> <p>Incidentally, the most bids were put in by Google (101), Amazon (79) and Microsoft (11), but non-tech giants like L'Oreal were also in the mix.</p> <h4><strong>Brand protection</strong></h4> <p>Some of the controversy around new gTLDs has involved concern from brands that want to protect their name from appearing in the URL of new domains, particularly unflattering ones.</p> <p>Would brands feel pressured to buy 'brandname.word', to stop others from taking them?</p> <p>Believe it or not, one of these controversial new domains is .sucks, which is charging a premium for brands to snap up their own brand.sucks.</p> <p>You can read the full background on that interesting gTLD in <a href="http://marketingland.com/controversial-sucks-domain-almost-here-121505">a detailed Search Marketing Land article</a>.</p> <p>Or go to its website and view <a href="https://www.registry.sucks/">the most bizarre video on the internet</a> with Ralph Nader.</p> <p><img src="https://assets.econsultancy.com/images/0007/4403/Screen_Shot_2016-04-28_at_09.42.26.png" alt=".sucks" width="450"></p> <h4><strong>Is the fuss dying down?</strong></h4> <p>According to World Trademark Review it appears that, despite this controversy, brands have not changed their domain enforcement strategies.</p> <p><a href="http://www.worldtrademarkreview.com/Blog/detail.aspx?g=7259ed76-544c-49fa-b7d5-4ba0d075c51a">Its study</a> published in April 2016 showed that 60.5% of companies haven't changed policy in light of new gTLDs.</p> <p>The question is, does that mean brands are unprepared? That's a debate for another post.</p> <p>Let's look at some brand TLDs, a slightly different kettle of fish.</p> <h3>Brand TLDs </h3> <p>Brand TLDs seem more straightforward and represent <a href="https://icannwiki.com/Brand_TLD">34% of new TLDs</a> applied for. Companies can't snap up brand TLDs just to sell them on.</p> <p>There was initial uncertainty about search performance but Google has since confirmed that there's no reason to fear brand TLDs, though they don't offer inherent <a href="https://econsultancy.com/reports/search-engine-marketing-seo-digital-marketing-template-files">SEO</a> advantage.</p> <h4>1. BMW</h4> <p>BMW celebrated its centenary by looking forward to the next 100 years on this website at next100.bmw.</p> <p>Here, the advantage is pretty much solely one of brand image, but brand TLDs do allow companies to create lots of second-level domains for campaigns and products.</p> <p>To some extent, this makes marketing easier. Think finance.bmw, etc. - shorter and more memorable URLs.</p> <p>Consumers can often be confused by TLDs (do I need .com or .co.uk?), so this brand TLD may also offer assurance to the customer.</p> <p><a href="http://www.next100.bmw/en/index.html"><img src="https://assets.econsultancy.com/images/0007/4393/Screen_Shot_2016-04-28_at_08.26.06.png" alt="bmw next 100" width="615" height="320"></a> </p> <h4>2. Barclays</h4> <p>In May 2015, <a href="http://www.newsroom.barclays.com/r/3162/uk_banking_first__barclays_launches_unique_branded_domain">Barclays announced</a> TLDs of .barclays and .barclaycard.</p> <p>Online banking isn't carried on this new brand TLD, but it's easy to see how security could be one advantage of using .barclays.</p> <p><a href="https://www.home.barclays/"><img src="https://assets.econsultancy.com/images/0007/4395/Screen_Shot_2016-04-28_at_08.26.47.png" alt="barclays tld" width="615" height="288"></a> </p> <h4>3. Sky</h4> <p>Sky is a good example of a business creating shorter, memorable URLs by using a brand TLD.</p> <p>For example, q.sky currently redirects to <a href="http://www.sky.com/shop/tv/sky-q/overview/">http://www.sky.com/shop/tv/sky-q/overview/</a>.</p> <p>Whether this will just be for marketing purposes, like custom URLs, or will eventually be used as the main domain remains to be seen.</p> <p>Other companies are using brand TLD redirects, too. Bing redirects search.bing to bing.com.</p> <p><img src="https://assets.econsultancy.com/images/0007/4397/Screen_Shot_2016-04-28_at_08.29.58.png" alt=".sky" width="615" height="320"> </p> <h4>4. CERN</h4> <p>CERN is another example of a new TLD being used for branding purposes, but also presumably to offer simple flexibility when it comes to creating second-level domains in future.</p> <p><a href="http://home.cern/"><img src="https://assets.econsultancy.com/images/0007/4398/Screen_Shot_2016-04-28_at_08.31.09.png" alt=".cern" width="615" height="319"></a></p> <h4>5. Google</h4> <p>Our final example is a bit of a meta one.</p> <p>Google has registry.google, where it promotes access to new gTLDs that it has successfully applied for.</p> <p>Other registars can partner with Google here, to sell these domains.</p> <p>Look down the list and you can immediately see things of interest to many brands, whether or not they have their own brand TLD already.</p> <p><img src="https://assets.econsultancy.com/images/0007/4396/Screen_Shot_2016-04-28_at_08.31.26.png" alt=".google" width="615" height="320"> </p> <p>For more advantages of using a branded TLD, read: <a href="https://econsultancy.com/blog/66191-brand-tlds-five-potential-benefits/">Brand TLDs: five potential benefits</a>.</p> <p><em>Know more about TLDs than me? - why not leave a comment below.</em></p> tag:econsultancy.com,2008:BlogPost/67726 2016-04-12T14:43:45+01:00 2016-04-12T14:43:45+01:00 SEO is more than just organic traffic: Are you taking all the credit you deserve? Ian Harris <p>Many in the industry still cling to the growth of organic as the metric to measure success but, while it’s still very important, we’re not measuring like for like when comparing with years gone by.</p> <p>So how are SEOs missing out on credit, and what else should they be looking at?</p> <h3><strong>Organic search has changed</strong></h3> <p>Traditionally, the way we judge the success of an SEO campaign is by the growth of the organic channel. In essence, the more visits and sessions that come through this channel, the better.</p> <p>While search has become more expansive, encompassing everything from <a href="https://econsultancy.com/training/courses/social-media-and-online-pr/">online PR to social</a>, this metric of success has remained constant. </p> <p>Put simply, though, this isn’t as simple a metric as it once was to judge success.</p> <p>By making technical changes to improve a website and producing engaging content, you can make sure your web presence gives off all the best signals to Google and hope that has a positive effect on organic traffic.</p> <p>However, as Google’s algorithm becomes more precise and complex upon how it analyses sites, it’s not a sure thing.</p> <p>Organic search is primarily about SERP rankings but, with new additions to results pages such as the carousel and answer box, good rankings aren’t the sole route to success.</p> <p><em>Google carousel</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3878/Google_carousel.png" alt="" width="793" height="512"></p> <p>For example, there’s evidence that the answer box – which scrapes content from ranking results – quite often doesn’t choose the top ranking site.</p> <p>So, even if the authority of your site means you’re not ranking as well as you could, Google could still recognise quality information and place you in the answer box.</p> <p>Conversely, you may be ranking well but may not be receiving the clickthrough rate that you once did if a competitor gets their content in the answer box.</p> <p>The importance of quality on-site copy has, therefore, never been more pressing. </p> <h3><strong>The boundary between organic and direct has blurred</strong></h3> <p>As the industry has naturally evolved it’s become more difficult to definitively attribute traffic to one channel or another.</p> <p>A number of factors, including improvements in browser technology, have meant that traffic that would once have been attributed as organic traffic is now being attributed as direct.</p> <p>Although technology is advanced in these fields, SEOs are still selling themselves short by just looking at organic when, as part of optimising organic, we can drive more traffic than we are often credited for.</p> <p>Groupon ran an experiment in 2014 in which it deindexed itself for a full six hours (not something we’d recommend trying!) to try and understand how users were truly getting to their site.</p> <p>By deindexing its website, Groupon removed the possibility of users finding their site through search.</p> <p>Users could still get to the page by entering the website URL in the address bar, for example, or if they had it saved in their bookmarks, but it allowed Groupon to look at how both direct and organic search was affected by it.</p> <p>Measuring its longer URLs (e.g. www.groupon.com/local/san-francisco/restaurants), the company saw that as organic traffic dropped to near zero after the change, direct traffic also dropped by 60%.</p> <p>This big chunk of what Groupon thought was direct traffic dropped as soon as the site was de-indexed. </p> <p>Indexing is purely for search purposes so that Google can crawl your site and offer you up in its SERPs.</p> <p>If this traffic disappeared, it could indicate a couple of things. While the problem could be metric based, for example, an issue with the website’s Google Analytics tracking, it could also be as a result of misattribution.</p> <p>One study isn’t evidence of an industry-wide problem, but it does highlight the need for SEOs to better understand and measure the true source of their website’s traffic.</p> <h3><strong>Browsers have become more advanced</strong></h3> <p>The way we search has changed and that’s partly due to the advancement of browsers. Modern browsers have evolved to look and work differently to their ancestors.</p> <p>In the past, when we were searching for something online, we would enter the address of a search engine and then search for the query or just search directly from the address bar.</p> <p>The search engine then delivered SERPs based on our query and we would click through to the relevant website.</p> <p>While that is still a common method users use to search, today, browsers may even suggest a URL from your history when you start typing a query in its address bar.</p> <p>If you click on this suggested URL, that traffic bypasses a search engine and is attributed as direct. Browsers such as Chrome or Safari are clever enough to now know what brand you’re searching for even after an incomplete search is entered.</p> <p>In both instances, this means that some traffic you once took previously took credit for as organic could now be recorded as direct traffic and therefore not reported on. </p> <p><em>Fig 1. Safari suggests a website</em><em> </em></p> <p><img src="https://assets.econsultancy.com/images/0007/3869/google_serps_1.png" alt="" width="302" height="532"></p> <p><em>Fig 2. Desktop chrome suggests relevant URLs from a user’s history based on a generic query</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3870/google_serps_2.png" alt="" width="825" height="159"></p> <h3><strong>Impact of mobile</strong></h3> <p>Mobile browser usage varies quite a lot compared to desktop. While Chrome and Safari still take up most of the market, Android’s own internet browser is used by around 11% of mobile users, and Firefox barely features at all.</p> <p>This is important as, even since improvements in the referral data from mobile visits, there’s still a lack of consistency.</p> <p>Some mobile applications often do not send referral data, so traffic almost always comes through as direct.</p> <p>For example, if a user clicks through to your site from a Google Maps app – an app which pulls data from the <a href="https://econsultancy.com/blog/64985-why-google-local-is-vital-for-offline-businesses/">Google My Business listings</a> you’ve optimised as part of your SEO strategy – then you’re probably not getting the credit for it.</p> <p><em>Fig 3. The Apple Maps app uses Yelp &amp; Apple Maps Connect to send traffic to a website, however, this is attributed as ‘direct’. </em></p> <p><em>Google Earth and the Google Maps app will also attribute this to ‘direct’.</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3871/google_serps_3.png" alt="" width="298" height="530">  <img src="https://assets.econsultancy.com/images/0007/3872/google_serps_4.png" alt="" width="298" height="532"></p> <h3><strong>Apps taking organic traffic</strong></h3> <p>Another reason why we may see less organic traffic hitting a website is if a user has an app for the relevant site that appears in the SERP.</p> <p>Clicking the SERP listing can now direct users straight to the content ‘in-app’, without hitting the website at all.</p> <p>If you are solely responsible for sending users to a website, this will reduce the amount of traffic you’re seeing.</p> <h3><strong>Local listings and Yelp</strong></h3> <p>Local listings are vital to businesses with physical premises, especially those who rely on local trade.</p> <p>The people nearest to you are most likely to use your services, so making sure you’re being exposed to this audience is vital.</p> <p>However, they can also be of great benefit to your SEO strategy.</p> <p>The <a href="https://econsultancy.com/blog/66574-10-essentials-for-local-seo-success/">most important part of local listings</a> is that you have standardised, consistent details about your business across the web, particularly the name, address and phone number (NAP details) – specifically in your Google My Business account.</p> <p>The details you put in are dragged through to Google SERPs with local listings and Google Maps / Google Earth so they need to be correct.</p> <p>Your business listing will be more trusted, and rank better if Google can see that the NAP details are consistent across a number of aggregators.</p> <p>So, it’s for that reason that many SEOs undertake a task of adding consistent listings on platforms such as Yelp.</p> <p><em>Fig 4. Yelp, a local search engine or a social platform?</em> </p> <p><img src="https://assets.econsultancy.com/images/0007/3873/Yelp_screenshot.png" alt="" width="887" height="265"></p> <p>This issue here is that by creating and optimising this listing (initially to boost their organic local presence), many SEOs neglect to take credit for the relevant traffic that these places can drive.</p> <p>Yelp, for example, has around 150m unique users per month. While it is technically classed as a social platform by Google Analytics (by default, this can be reconfigured), it has many of the same features as a ‘local search engine'. </p> <p>We also have various changes that Google has made in recent years to the layout in mobile SERPs.</p> <p>Currently, the ‘local pack’ doesn’t have an immediate website click-through option unless the listing is expanded.</p> <p>The main action you’re encouraged to do <a href="https://econsultancy.com/blog/64395-google-click-to-call-used-by-more-than-40-of-mobile-searchers/">is click-to-call</a>, an action that will bypass the website (and any <a href="https://econsultancy.com/blog/67206-why-call-tracking-is-vital-for-accurate-attribution-modelling/">call tracking</a>), thus SEOs may neglect to take credit for that call.</p> <p><em>Fig 5. A mobile SERP for the term ‘sheds’, showing click to call option in the ‘local pack’</em></p> <p><img src="https://assets.econsultancy.com/images/0007/3875/local_listings.png" alt="" width="367" height="653"></p> <p>There currently isn’t any robust way of understanding what traffic the My Business listing brings via analytics, but you can regularly share the reports dashboard provided in the platform to highlight your work.</p> <h3><strong>Google isn’t the only map</strong></h3> <p>Google Maps is a great tool, but it’s also not the only tool out there. Apple Maps, while still lagging behind Google Maps, has the advantage of being pre-loaded on millions of new iPhones.</p> <p>The rival to Google Maps uses a number of sites to pull through its data, but you can be sure it will pull your Yelp business listing so you need to make sure they are optimised.</p> <p>You can also add/manage your listing via ‘Maps Connect’. As with Google Maps, traffic from Apple Maps generally is attributed as direct.</p> <p>This means that even if you’ve optimised your listings you’re not getting the credit through those precious organic search listings.   </p> <h3><strong>In summary...</strong></h3> <p>We can compartmentalise different aspects of search into organic and paid channels but the end goal is the same: impressions, clicks and, ultimately, conversions.</p> <p>Instead of splitting our departmental efforts into individual channels, we need to realise that search has changed.</p> <p>The organic channel is still an important metric to measure success, but there is so much more to showing the true value that your endeavours as an SEO brings.</p> <p>Taking a narrow view of ‘solely measuring success via improvements to the organic channel’ is neglecting the wider value of your digital marketing endeavours.</p> <p>The key to all of this is data is simple: make sure you know where to get all the information that shows the value you’re providing and take credit for it.</p> <p>Send your client or managers reports from your My Business account, Apple Maps Connect and try to understand the organic influence on direct, Yelp and others.</p> <p>Include referral traffic data from links and listings that you created and app analytics data with organic as the source.</p> <p>Look at all the work you do across your campaigns and provide examples and data to show the full effect your work is having.</p> tag:econsultancy.com,2008:BlogPost/67686 2016-04-01T09:59:23+01:00 2016-04-01T09:59:23+01:00 Is Pinterest using ‘how-to Pins’ to exploit third-party content for SEO benefit? Patricio Robles <p>But Pinterest's latest offering, how-to Pins, highlights the fact that social platforms are increasingly gaining more than they're giving, particularly when it comes to SEO.</p> <p>How-to Pins, which <a href="https://blog.pinterest.com/en/introducing-how-to-pins">were announced</a> on Tuesday, allow users to interact with instructional content in a more efficient way...</p> <blockquote> <p>The next time you find an interesting project or idea on Pinterest, you’ll see a snapshot of the steps right below the Pin image. You can also click or tap on any of the steps to get the full instructions and a list of supplies - without ever leaving Pinterest.</p> </blockquote> <p>Pinterest has teamed up with a number of content brands, including Cosmopolitan, Martha Stewart Living, Food.com and Marie Claire, as well as retailer The Home Depot, to launch how-to Pins.</p> <p>The new Pin format is a no-brainer for Pinterest. </p> <p>As Pinterest's Jason Costa notes, "One of the main reasons people come to Pinterest is to find ideas they’re excited to try for the first time," so a Pin format that delivers how-to content in a delightful manner should benefit the overall Pinterest experience.</p> <h3>But what's in it for brands?</h3> <p>For a retailer like The Home Depot, which isn't in the content business, how-to Pins could potentially be a good way to promote its wares to the Pinterest audience.</p> <p>But how-to Pins are a more complicated proposition for the content brands.</p> <p>That's because while it might be easy to use existing content to create how-to Pins, the new format represents yet another push on the part of a popular social platform to deliver valuable third-party content without giving up control or ownership of users and experience. </p> <p>Like <a href="https://econsultancy.com/blog/67544-facebook-to-open-up-instant-articles-what-publishers-need-to-know/">Facebook's Instant Articles</a>,<strong> it's not that there's nothing in it for the brands behind the content. There is. </strong></p> <p>But there's a strong argument to be made that the brands are getting the very short end of the stick, especially when it comes to SEO.</p> <p>Case in point: Brit &amp; Co., a digital publisher that is an early adopter of how-to Pins.</p> <p>One of its how-to Pins, <em>How to Make Easy, Cheesy Pizza Pull-Apart Bread</em>, is based on an article it published on its own site under the same title in 2014.</p> <p>The how-to Pin, which is of course hosted on pinterest.com, appears on the first page of a Google search for the title while the article on the Brit &amp; Co. appears near the bottom of the second page of Google's search results.</p> <p><img src="https://assets.econsultancy.com/images/0007/3456/pinterestgoogle1.jpg" alt="" width="982" height="158"></p> <p><img src="https://assets.econsultancy.com/images/0007/3457/pinterestgoogle2.jpg" alt="" width="759" height="139"></p> <p><strong>This demonstrates the potential of how-to Pins based on third-party content to provide a significant SEO benefit to Pinterest at the expense of the third-party which owns the content.</strong></p> <p>Obviously, how-to Pins have the potential to drive referral traffic to brands like Brit &amp; Co., and it's possible that Pinterest could one day provide a means for content owners to share in monetization of the content they post to Pinterest.</p> <p>But it's still questionable that brands will ultimately come out ahead by ceding control of user experience and ownership of audience to social channels that are increasingly asking for unfettered access to and use of their most valuable assets, and gaining a free SEO benefit in the process.</p> tag:econsultancy.com,2008:BlogPost/67677 2016-03-24T11:33:37+00:00 2016-03-24T11:33:37+00:00 Top 10 digital marketing stats of the week Jack Simpson <p><img src="https://assets.econsultancy.com/images/0007/3294/Screen_Shot_2016-03-24_at_10.24.06.png" alt="A poem about stats" width="650"></p> <p>This week we’re covering – yes – Easter, along with some very juicy numbers around mobile browsing, fake followers, email, adspend and much more. </p> <h3>Mobile visits: Chrome beats Safari by 127%</h3> <p>Google Chrome is a much more popular browser among mobile users than its Apple-branded competitor, Safari, achieving 127% more visits in 2015, according to <a href="http://www.cmo.com/articles/2016/3/17/adi-competition-is-heating-up-for-apple.html">the latest Adobe Digital Index</a>. </p> <p>Other key findings include: </p> <ul> <li>Overall smartphone page views have grown 18% since 2012.</li> <li>Smartphones now account for 76% of all mobile visits. </li> <li>Apple TV’s share of premium video views has dropped 8% since August last year. </li> </ul> <h3>14% of FTSE 100 Twitter followers are fake</h3> <p>A significant number of people following FTSE 100 companies on Twitter are actually <a href="https://econsultancy.com/blog/67531-fake-likes-clicks-followers-in-asia-what-you-can-do-about-them">fake</a>, while 41% of the accounts following them seem to be inactive, according to a new study by Greenlight. </p> <p>Other key findings include: </p> <ul> <li> <strong>Burberry</strong> has the highest proportion of inactive users, at 65%.</li> <li>12% of FTSE 100 companies appear to have 20% or more fake followers.</li> <li>ITV’s corporate account has the largest proportion of fake followers (31%), closely followed by Anglo American (28%), BAE Systems (24%) and Rolls-Royce (24%).</li> <li>Construction firm Berkeley Group has the Twitter community with the highest number of active followers, with almost two-thirds (64%) of users tweeting regularly (though it has to be said the follower count is much lower). </li> </ul> <p><img src="https://assets.econsultancy.com/images/resized/0007/3296/screen_shot_2016-03-24_at_11.29.27-blog-flyer.png" alt="berkeley group" width="470" height="264"></p> <h3>69% of Easter shopping searches will be made by women</h3> <p>Almost three-quarters (69%) of online searches will be made by females in the lead-up to Easter weekend, based on <a href="https://docs.com/bing-ads/9820/uk-easter-insights">2015 data from Bing Ads</a>.  </p> <p>Other key findings include:</p> <ul> <li>60% of all Easter-related retail searches will be made from a mobile device.</li> <li>Easter shopping queries will spike by 500% in the week before the long weekend. </li> <li>More than a third of all Easter searches (35%) will be performed by generation X (35-49 year olds).</li> </ul> <h3>81% of top-performing sales professionals rely on social selling</h3> <p>More than four-fifths of the UK’s best-performing sales and business development professionals rely on <a href="https://econsultancy.com/reports/social-media-and-online-pr-digital-marketing-template-files">social media</a> to help close deals, according to a new survey by LinkedIn. </p> <p>Other key findings include: </p> <ul> <li>98% of top performers consider social selling to be ‘extremely critical’ to their ability to close deals.</li> <li>21% of UK sales and business development professionals spend 5-10 hours on social media each week.</li> <li>69% rated the ability to quickly build trusted relationships as more important than a prospectus willingness to buy when it comes to winning new business.</li> <li>58% of salespeople in medium-sized businesses are using sales intelligence tools (compared to just 34% in small and 46% in large businesses).</li> <li>Millennial women are most likely to be social sellers – 48% of women under 35 agree it enables them to improve relationships with customers and prospects (vs 41% of men).</li> </ul> <h3>5,000 Twitter followers? Two tweets could get you a round of drinks</h3> <p>Consider yourself an <a href="https://econsultancy.com/blog/67443-eight-influencer-marketing-stats-for-fashion-beauty-brands">influencer</a>? If you have 5,000 Twitter followers you could earn enough for a round of eight pints (£28.08 on average – although surely not in London) with just two tweets, according to a new infographic by Webfluential that explores how much an influencer’s tweets are worth.</p> <p>Check out the infographic below for more stats:</p> <p><a href="https://assets.econsultancy.com/images/0007/3290/UK_Infographic.png"><img src="https://assets.econsultancy.com/images/0007/3289/Screen_Shot_2016-03-23_at_16.52.13.png" alt="Infographic how much are your tweets worth" width="650"></a></p> <h3>UK SEO jobs decrease by 7%</h3> <p>2016 has seen a 7% year-on-year (YoY) decline in the number of available SEO jobs, in contrast to 2015, which saw an 18% increase, according to new a new salary survey by Conductor. </p> <p>Other key findings include:</p> <ul> <li>Average salary for SEO job titles declined by 6%.</li> <li>UK has the lowest SEO-related salaries on average. </li> </ul> <h3>UK adspend to grow by 9.2% in 2016</h3> <p>Adspend in the UK will grow by almost 10% this year, largely driven by massive increases in mobile advertising, according to new figures from ZenithOptimedia.</p> <p>Other key findings include: </p> <ul> <li>Mobile advertising is forecast to grow by 57% this year.</li> <li>Desktop will decline by 9%.</li> <li>TV is due to grow by 3% this year, after a strong year in 2015 where it grew by 8.5%.</li> <li>Between 2015 and 2018 the global ad market will grow by US$75 billion. China will contribute 25% of this extra ad expenditure, closely followed by the US, which will contribute 24%. The UK comes third, contributing 7%.</li> </ul> <h3>Cost of customers switching due to bad service: £221bn</h3> <p>Customers switching brands as a result of poor customer service costs UK businesses a collective £221bn a year, according to new <a href="http://www.accenture.com/GlobalConsumerPulseResearch%20">a new report by Accenture</a>. </p> <p>Other key findings include: </p> <ul> <li>76% of UK consumers prefer dealing with human than digital channels when it comes to customer services issues.</li> <li>47% of consumers say they are willing to pay a higher price for goods and services if it ensures a better level of service.</li> <li>56% say in-store service is the best channel for getting a tailored experience.</li> <li>36% are more willing to be sold new or upgraded products when receiving a face-to-face service compared to online. </li> <li>32% would rather go to a store first than use digital channels to get advice on the best products and services.</li> </ul> <h3>Email sees 28% YoY growth</h3> <p>The humble <a href="https://econsultancy.com/blog/67644-10-ways-to-reduce-email-unsubscribes">email</a> is still seeing massive growth as a marketing channel, achieving 28% YoY growth in 2015, according to new research by Communicator. </p> <p>Other key findings include: </p> <ul> <li>Automated emails using data to personalise achieve open rates 75% higher than non-recurring emails.</li> <li>Personalised emails in general achieve a 6% higher open rate. </li> <li>36% of all emails sent do not contain any form of personalisation.</li> <li>Average unique open rate has decreased across all sectors.</li> <li>60% of email opens are now on mobile and tablet devices.</li> </ul> <h3>‘On-the-go’ researchers 45% more likely to make a purchase within the hour</h3> <p>Consumers who research products and services on their smartphones while on the go are 45% more likely to make a purchase within the hour than those researching at home, according to <a href="http://de.info.xad.com/location-a-strategic-marketing-imperative">a new study by xAd</a>.</p> <ul> <li>Other key findings include:</li> <li>44% of consumers say their mobile devices are the most essential aid to their purchase decisions.</li> <li>90% of retail transactions still happen in the offline.</li> </ul> <h3>Timely and vaguely relevant stat of the week… </h3> <p>On this day in 1807, the first railway passenger service began in England. Relevant because 209 years later you just know you’re going to be late home tonight.</p> <h3>For lots more up-to-date statistics…                                           </h3> <p>Download Econsultancy’s <a href="https://econsultancy.com/reports/internet-statistics-compendium/?utm_source=Econ%20Blog%20&amp;utm_medium=Blog&amp;utm_campaign=BLOGSTATS">Internet Statistics Compendium</a>, a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media.</p> <p>It’s updated monthly and covers 11 different topics from advertising, content, customer experience, mobile, ecommerce and social.</p> tag:econsultancy.com,2008:Report/934 2016-03-23T11:50:00+00:00 2016-03-23T11:50:00+00:00 Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files</strong></p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, <a title="Digital Juggler" href="http://digitaljuggler.com/">Digital Juggler</a> </li> <li>Ben Matthews, Director, <a title="Montfort" href="http://montfort.io/">Montfort</a> </li> <li>Ger Ashby, Head of Creative Services, <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a> </li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> </ul> <p><strong>Files available:</strong> 10 file bundles, 50+ individual template files<br></p> <p><strong>File titles:</strong> See sample document for full breakdown of section and file information.</p> <h3>About these files</h3> <p>Need help with an area of digital marketing and don't know where to start? This pack of downloadable files contains best practice templates that you can use in your digital marketing activities. Feel free to adapt them to suit your needs.</p> <p><iframe src="https://www.youtube.com/embed/jxKmQGxspc8?wmode=transparent" width="560" height="315"></iframe></p> <h3>Contents</h3> <p>In this release we have 10 template bundles containing over 50 individual template files for digital marketing projects.</p> <p><strong>Download separate file bundles below:</strong></p> <ul> <li>Affiliate Marketing</li> <li>Content Marketing</li> <li>Display Advertising *to be published soon*</li> <li>Ecommerce Projects</li> <li>Email Marketing</li> <li>Search Engine Marketing: PPC</li> <li>Search Engine Marketing: SEO</li> <li>Social Media and Online PR</li> <li>Usability and User Experience</li> <li>Web Analytics</li> </ul> <p><strong>The template files bundle also includes a <a href="https://econsultancy.com/reports/small-business-online-resource-manager/">Small Business Online Resource Manager</a> that </strong><strong>can help you effectively manage and own your online assets.</strong></p> <p><strong>There's a free guide which you can download to find out more about exactly what is included.</strong></p> tag:econsultancy.com,2008:Report/939 2016-03-23T11:50:00+00:00 2016-03-23T11:50:00+00:00 Search Engine Marketing: SEO – Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files: Search Engine Marketing - SEO</strong>  </p> <p><strong>Author: </strong>James Gurd, Owner and Lead Consultant, Digital Juggler</p> <p><strong>Files included:</strong> 7 files </p> <p><strong>File titles:</strong> Google Analytics Reporting Dashboard, SEO Keyword Analysis, SEO Keyword Analysis and Creation Supporting Document, Earning High Quality External Links Checklist, Performance Audit, Ranking Signals, RFP Checklist</p> <h3>About these templates</h3> <p><strong>Who created these template files?</strong></p> <p>In some cases Econsultancy has created the templates. In others we have gone to leading experts in the relevant area and they have provided the files. Details of those people are given where appropriate in the descriptions that follow.</p> <p><strong>How should these files be used?</strong></p> <p>Organic search (SEO) is an important part of search engine marketing. We've created template files that should help steer you towards maximising your SEO efforts.</p> <h3>Contents</h3> <p>In this release we have included a mixture of useful documents to help you optimise your SEO campaigns.</p> <p><strong>Download separate files in the report pages below.</strong></p> tag:econsultancy.com,2008:BlogPost/67637 2016-03-22T11:01:00+00:00 2016-03-22T11:01:00+00:00 Maximising content-led organic traffic with free Google tools: A comprehensive guide Mark Leech <h3>Why free Google tools?</h3> <p>The range of tools available to big agencies and brands can unearth a plethora of useful data to help understand SEO and content focuses. Tools like SEMrush, Searchmetrics, Brightedge and others can be massively insightful, but their cost can be preclusive to some.</p> <p>In addition, they can require analytical, Excel-loving brains with many hours at hand to really drill down into the granular detail to extract benefits.</p> <p>Many sole traders, small businesses and SMEs just don’t have the budget or resource to invest money and time into such data, so I wanted to help by talking through how it’s possible to be really targeted with your content work, using only free tools provided by our all-powerful overlord; Google.  </p> <p>It’s never been easier to set your site up with Google Analytics and Search Console (nee Webmaster Tools). If you haven’t, do it. Now. <a href="https://www.google.co.uk/analytics/">Here</a> and <a href="https://www.google.com/webmasters/tools/home?hl=en">here</a>. </p> <p>The content strategy process is a long one, driven by mounds of data from social and SEO sources, but underneath it all lies simple logic. It’s a linear process that starts with opportunity and results in what you can get from that opportunity, so you know what’s worth doing. Then it’s a case of doing it, measuring it, and learning from it. </p> <p>Simple, right? Honestly, it can be!</p> <h3>Trends analysis</h3> <p>So let’s start at the start. We’ll set out our stall by defining who we are for this example. In this instance, we are a sports retailer – clothing, equipment, etc. As a result, we want to populate our static content and blog content with material that is in demand and meets the needs of relevant searchers.</p> <p>The first tip is to understand what has been popular in sport in the recent past. There are three Google tools that can help with this:</p> <p><strong>Google Trends</strong></p> <p>The Explore section of <a href="https://www.google.co.uk/trends/">Google Trends </a>can be massively useful in understanding previous search trends. If we are to look for a certain type of sport or sporting event, we can see relative search volumes and understand when people are searching for information on them. </p> <p>This is invaluable for insight on when to create and publish content. Remember, depending on the size and authority of your site, Google can take a while to crawl content, so be sure to publish in plenty of time for Google to crawl and index the content. </p> <p>Search trends for Wimbledon (2015), for example, clearly peak during the tournament (June 29th to July 12th). However, interest begins to rise more than a month before the start of the tournament.</p> <p>This is interesting insight as it shows that demand for content is actually spread over a wider period than expected and therefore you may be able to cut through the noise by publishing unique content earlier.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2881/image_1-blog-flyer.png" alt="google trends" width="470" height="266"></p> <p>Further down the results, we also see further information about related search queries, which can be additionally helpful.</p> <p>For example, with Wimbledon in the UK, additional queries like Andy Murray, the BBC and Roger Federer are also popular, which can help inform the content you might create.  </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2908/image_2-blog-flyer.png" alt="google trends" width="470" height="248"></p> <p>Another really useful part of Google Trends is the <a href="https://www.google.co.uk/trends/story/2015_GB">Year In Search</a> report, which looks back at the last calendar year and highlights the key events searched for during that 12 months. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2909/image_3-blog-flyer.png" alt="year in search" width="470" height="217"></p> <p>This report can be broken down into lists based on particular categories. Lists relevant to our sports brand might be <em>People of Sport</em> and<em> Sports Events</em>. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2910/image_4-blog-flyer.png" alt="google trends" width="470" height="357"></p> <p>This can be useful again to inform content subjects. A key question to ask is why these searches were so big. If it is because of a particular time-specific event, like Pedro’s transfer to Chelsea, then content around him perhaps won’t have legs in the future.</p> <p>However, ‘evergreen’ high-demand sports stars like Ronda Rousey will provide much higher, more consistent, levels of demand over time.</p> <p>The main Year In Search report lists the most popular search trends in the year, so leafing through this to identify search opportunities can unveil insight. The list for 2015, for example contains the Rugby World Cup, the Women’s Football World Cup and the Cricket World Cup, all of which are relevant to our sports brand.</p> <p>We know that these events don’t happen every year, but it can direct us to look ahead at what sporting events are upcoming in the next 12 months, especially World Cups and Championships, and filter this into the future content strategy.</p> <p>In 2016, for example, we know that Euro 2016 and the Rio Olympics are happening, and the Year In Search report indicates that these will drive high demand. </p> <p><strong>YouTube Trends</strong></p> <p>Working in a very similar way to Google Trends, YouTube Trends gives insight into how people have searched YouTube over time. YouTube is, after all, the world’s second biggest search engine.</p> <p>The most useful part of this tool is the Dashboard area. Many businesses (most, I hope!) will have an understanding of who their customers are, and this info can be used in Dashboard to drill down into YouTube behavioural trends.</p> <p>Our sports retail brand is UK-only and most customers are 25-34-year-old males. We can input this data into Dashboard and see what videos are popular in that demographic. Straight away we can see that in the Top 10 results, there are two sports related videos.</p> <p>This is useful stuff that helps to understand the content our target audience is consuming, and what we might create to target them.</p> <p><img src="https://assets.econsultancy.com/images/0007/3177/Image_7.png" alt="youtube trends" width="280"> </p> <p><strong>Google Correlate</strong></p> <p>Now this one is a little leftfield as it is more data heavy and requires some data formatting to work properly, but Google Correlate is a clever tool designed to show other search terms that have similar search trends to your target term.</p> <p>You can upload search trend data from Google Trends and the tool will reveal other terms that follow similar search patterns. </p> <p>The <a href="https://www.google.com/trends/correlate/draw">Draw To Search</a> function is especially clever. It allows you to draw a trend curve (for your chosen terms) and produces a list of other search terms that match a similar trend curve. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2911/image_5-blog-flyer.png" alt="draw to search" width="470" height="272"></p> <p>This can throw up some really random results - however, there is useful stuff in there too. </p> <p>The simple way to use it, however, is to just enter a relevant term in the search box and see what matches. A search in Correlate for ‘adidas trainers’ shows correlations with other search terms containing trainer brands like Nike, and Adidas trainer models like Superstar.</p> <p>Really interestingly, however, there is also a correlation with searches for content about smartwatches. This implies there may be an audience link and smartwatch content could be of interest to our Adidas trainer customers. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2912/image_6-blog-flyer.png" alt="google correlate" width="470" height="402"></p> <p>So, after a bit of research across Trends and Correlate, we will hopefully have generated a list of appropriate subjects and terms that we want to take forward into the next part of the process.</p> <p>The next step is to validate those opportunities by starting to understand what we might be able to generate for our business in traffic terms.</p> <h3>Targeting keywords</h3> <p><strong>Google Keyword Planner</strong></p> <p>Earlier, Correlate told us that we had a potential opportunity to target our costumers with smartwatch content, so let’s see what opportunity there is around that subject.</p> <p><a href="https://adwords.google.co.uk/KeywordPlanner">Keyword planner</a> tells us that in the UK, over the last 12 months, there are 242 related keywords we should consider looking at.</p> <p>Now, let’s be honest, our humble sports brand is not Mashable, Wired or Techcrunch, so perhaps going for headline terms like ‘smartwatches’ is not sensible. Let’s look at long tail terms (low volume, high specificity) to see if there are ‘easier’ opportunities to go after. </p> <p>If we export the results, and remove keywords with 1,000+ searches per month (the headline terms) or less than 100 searches per month (not enough potential), we’re left with:</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2914/image_8-blog-flyer.png" alt="keyword planner" width="470" height="481"></p> <p>In order to get benefit in a realistic timeframe, we also need to consider the difficulty of competing for traffic on these terms.</p> <p>Keyword Planner gives us this information in the Competition column. If we sort this column and remove those terms with the most difficulty (1 is the highest), we’re left with: </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2915/image_10-blog-flyer.png" alt="keyword analysis" width="470" height="234"></p> <p>A bit of logic tells us that ‘smartwatch news’ isn’t relevant for us as that implies long term, regular content.</p> <p>However, there are some clear winners here that we could create evergreen content around. ‘Top 10 smartwatches’ and ‘smartwatch apps’ are two in particular.</p> <p>Of course, we can create relevant content around these subjects due to the link between smartwatches and sports-fitness apps, Strava, GPS tracking, pedometers, etc. An example post might be Top 10 smartwatch apps for running.</p> <p>In 2014, Moz performed a study of organic search click through rates, and we can use this to calculate how many clicks we might expect to get from these two terms, based on the position our content ranks in and what the search volumes are.  </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2917/image_11-blog-flyer.png" alt="moz study" width="470" height="74"></p> <p>Applying this data shows us that if our content ranks in position 1 for these terms, which is viable if we have a healthy link profile and a well optimised site, then we can expect to see over 80 clicks per month for each of these terms. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2918/image_12-blog-flyer.png" alt="keyword analysis" width="470" height="201"></p> <p>While this may not seem much, these are just two terms in what should be a plethora of opportunities. If we’re publishing a targeted piece every couple of days, based on the right data, then this number will very quickly accelerate. </p> <p>Another way of calculating click through rates, rather than using a study, is to look in another of Google’s tools...</p> <h3>Google Search Console</h3> <p>The Search Analytics section of what was known as Webmaster Tools will show you how many impressions and clicks a term has generated over a given time frame, plus the resulting click through rate and the average ranking of the term.</p> <p>Accordingly, you can start to build your own study based on your own organic performance data.</p> <p>If we look at Zazzle’s data for a long tail term such as ‘types of digital media’ for which we rank in position 1, we can see that for the chosen timeframe, the site received 94 clicks from 201 impressions, a CTR of almost 47%. </p> <p>‘Digital content types’, using the same methodology, gave a click through rate of 39% from position 1. </p> <p>Already we can see that some of our click through rates are different to those outlined in the study. With a bit of work, a study of your own average click through rates by position can be a useful endeavour, as it will mean your projections are accurate and tailored to you. </p> <p>I have created <a href="http://www.zazzlemedia.co.uk/keyword-revenue-traffic-cheat-sheet/">a cheat sheet</a> that will allow you to use the study CTRs to formulate traffic based on search volume. I have also extended it so that for commercial brands, AOV and conversion rate can be added to calculate potential revenue from each term. It also includes an area where you can enter your own CTRs if you choose to do the analysis I suggested above. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2919/image_13-blog-flyer.png" alt="cheat sheet" width="470" height="429"></p> <p>While you are in Search Console and looking at clicks/impressions by term, take a look at the same data by page rather than by query and try to understand any patterns with regards to which content types are working better than others.</p> <p>Ultimately your current content performance is the best source of information on what your readers want to see and what will work best for you in the future.</p> <p>Perhaps it is product reviews that work for you, or Top 10 lists? Perhaps it is more visual content… video perhaps? Understanding this and plugging it into the research data you’ve done in this process will only enhance your strategy.</p> <p>Now we know what our opportunities are and what they could mean to our business in terms of traffic and revenue, we need to plan our content calendar.</p> <h3>Content planning</h3> <p><strong>Google Drive</strong></p> <p>Another great tool from Googlem using Google Sheets as a home for a content calendar is great as it allows evolution over time via collaboration.</p> <p>Multiple people working on the same document can be a nightmare, however Google Sheets mitigates that by constantly saving the document. It also gives you more control over who sees the calendar via sharing restrictions.</p> <p>Here's the <a href="http://www.zazzlemedia.co.uk/content-calendar/">calendar template that Zazzle uses</a> (or Econsultancy subscribers can download Econsultancy's <a href="https://econsultancy.com/reports/content-marketing-digital-marketing-template-files/">Content Marketing template files</a>, which feature a content calendar template).</p> <p>Of course, when you’ve got all your data-led concepts in place and a template calendar in Drive, the next bit is quite important. Ideas…</p> <p><strong>Google Keep</strong></p> <p>Even if you already use an iterative, tried and tested ideation process, this still requires meetings of minds, imagination and creativity.</p> <p>Google Keep is a great way of recording the output of brainstorming sessions, ensuring all of those creative juices are bottled and not lost post-meeting.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2921/image_15-blog-flyer.png" alt="google keep" width="470" height="303"></p> <h3>Measuring success</h3> <p><strong>Google Analytics</strong></p> <p>Now that we’ve identified, planned and executed the content calendar, now it’s time for perhaps the most important part of all – measurement and iteration. </p> <p>Whilst Search Console is a great source of information, especially for search queries since the dawn of Not Provided, Google Analytics is the best way for you to understand the success of your content.</p> <p>Below is a list of some really simple things to look at within GA, to give you a view of how successful your content is.</p> <p><strong>1. Acquisition &gt; Organic Keywords &gt; Select ‘Landing Page’ as primary dimension</strong></p> <p>This report shows you how much organic traffic has landed on each page during the chosen timeframe.</p> <p>Ultimately, our aim with all of this is to improve organic rankings for relevant terms with targeted content, so the measure has to be how much traffic that content is driving to the site.</p> <p>This report will also let us know how many of those visits are coming from new users (and therefore potential new customers) and how users are engaging with the content. If they are engaging well, we know what works. If they don’t then we need readdress the strategy. </p> <p>Finally, the report will also show any commercial impact from that traffic/content in the form of revenue, pending the setup of goal tracking, of course.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2922/image_16-blog-flyer.png" alt="google analytics" width="470" height="277"></p> <p><strong>2. Behaviour &gt; Site Content &gt; Landing Pages</strong></p> <p>As above but for all traffic, not just organic.</p> <p>Ultimately, other channels may drive benefit to your new content, especially social and referral, so it’s important to understand that. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2923/image_17-blog-flyer.png" alt="google analytics" width="470" height="304"></p> <p><strong>3. Behaviour &gt; Site Content &gt; All pages</strong></p> <p>Similar to the above but for all traffic, not just organic, and also gives extra information on engagement with the content.</p> <p>Importantly, this report shows how many times the page is the last page a user sees before exiting the site. This can highlight issues or positives with the journey of the content and how engaging it is.</p> <p>There is also another interesting metric in this report – Page Value – i.e. how much revenue each visit to each page is driving, based on transaction/goal tracking. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2924/image_18-blog-flyer.png" alt="google analytics" width="470" height="304"></p> <p>Whichever reports you choose to use in GA, ensure that you’re applying those learnings right back to the start of this process.</p> <p>As I mentioned earlier, your experience of what works for your brand and audience is as valuable as any insight data, so make sure you incorporate it. </p> <p><em>For more guidance on content marketing and SEO, see the following resources:</em></p> <ul> <li><a href="https://econsultancy.com/blog/64539-introducing-the-periodic-table-of-content-marketing">Introducing the periodic table of content marketing</a></li> <li> <a href="https://econsultancy.com/reports/implementing-content-strategy-digital-best-practice">Implementing Content Strategy: Digital Best Practice report</a> </li> <li><a href="https://econsultancy.com/training/courses/content-marketing-web-mobile-social-media/">Training: content marketing for web, mobile and social media</a></li> <li><a href="https://econsultancy.com/reports/digital-content-strategy-best-practice-guide">Digital Content Strategy Best Practice Guide</a></li> </ul>