tag:econsultancy.com,2008:/topics/seo Latest SEO content from Econsultancy 2017-03-21T12:28:11+00:00 tag:econsultancy.com,2008:TrainingDate/3208 2017-03-21T12:28:11+00:00 2017-03-21T12:28:11+00:00 Search Engine Optimization (SEO) Marketing <p>Search Engine Optimisation [SEO] is becoming increasingly tricky - continuous innovations between the rival search engines, coupled with increased activity from your competitors, means that you have to identify the right strategy for your business to rank well.</p> <p>This SEO training course will enable you to build an organic search marketing strategy that will mean more of the right kind of visitors to your website, boost online conversions and stand out in today’s fiercely competitive online marketplace, ensuring the best possible return on investment.</p> tag:econsultancy.com,2008:TrainingDate/3205 2017-03-21T12:25:24+00:00 2017-03-21T12:25:24+00:00 Search Engine Optimisation (SEO) - Advanced <p>SEO is a complex subject and for those wishing to move their knowledge beyond the basics, this course has been designed for the intermediate to advanced learner. There is lots to consider when optimising for maximum visibility through search. From key phrase research and query audits, to content strategy, page mark-up and site architecture. Getting all these things right is key to grabbing customers who know what they want, but not where to get it from.</p><p>Providing you with a structured process to improve your results from SEO, an industry expert will lead this one-day workshop, reviewing attendees' existing optimisation approaches, analytics and tools against their top-performing competitors and best practice.</p> tag:econsultancy.com,2008:BlogPost/68909 2017-03-17T13:00:16+00:00 2017-03-17T13:00:16+00:00 10 spellbinding digital marketing stats from this week Nikki Gilliland <h3>Advertisers predicted to be defrauded by $16.4bn in 2017</h3> <p>A new <a href="http://www.campaignbrief.com/2017/03/16/Ad%20Fraud_Report_The%26Partnership_mSIX_Adloox.pdf" target="_blank">report by The&amp;Partnership</a> suggests that the global cost of <a href="https://econsultancy.com/blog/68067-is-ad-fraud-the-21st-century-drug-trade/">advertising fraud</a> could have been significantly under-reported up until this point.</p> <p>While fraud is believed to cost advertisers $7.2bn globally each year, the real cost of ad fraud may have been as high as $12.48bn in 2016 (accounting for almost 20% of the $66bn spent on digital advertising).</p> <p>If advertising fraud continues to evolve at its current rate, this figure could potentially rise to $16.4bn in 2017.</p> <p><img src="https://assets.econsultancy.com/images/0008/4775/Ad_Fraud.jpeg" alt="" width="760" height="427"></p> <h3>A third of Brits would rather read a blog than a book</h3> <p style="font-weight: normal;">New research from Affilinet has found that one in three people in the UK say they read more online than they do in print.</p> <p style="font-weight: normal;">In a survey of over 2,600 Brits, 32% confessed tospending more time reading online, with cookery, diet and nutrition recipes being the most likely category to search for.</p> <p style="font-weight: normal;">When asked about the reasons why, 61% said they prefer blogs because they are ‘cheaper’ than buying books, 58% stated that they are ‘more convenient’ and 49% said they ‘prefer short-form content rather than full books’.</p> <h3>42% of marketers agree that email relevance is hit and miss</h3> <p>A <a href="https://dma.org.uk/infographic/customers-want-relevance-marketers-need-content" target="_blank">DMA infographic</a> has highlighted how marketers are failing to create relevant emails, with 42% saying ‘some’ are relevant to the recipient at best. This is despite the fact that <a href="https://econsultancy.com/blog/67734-three-key-charts-from-our-2016-email-marketing-census/">the medium remains an effective channel</a>, with email ROI increasing from £29.64 to £30.01 in the past year.</p> <p>DMA also suggests that one of the biggest stumbling blocks is a lack of content, with one in four marketers citing this as a major problem.</p> <p>As shown below, other issues preventing effective email is said to be a lack of strategy, a lack of data and data siloes.</p> <p><img src="https://assets.econsultancy.com/images/0008/4776/DMA_email.JPG" alt="" width="630" height="539"></p> <h3>Poor communication results in nearly a quarter of missed deliveries</h3> <p>Research from Engage Hub has revealed that a lack of communication from delivery companies is the main reason UK consumers miss scheduled deliveries, with 23% of consumers saying poor communication has caused them to miss a delivery in the past 12 months.</p> <p>Other reasons include a parcel not arriving at the specified time and having no ability to reschedule the delivery time.</p> <p>When asked about the most important elements of the delivery process, 49% of UK consumers cited clear confirmation regarding delivery time, while 30% said updates from the delivery company in the event of any changes.</p> <h3>Top three searched-for luxury brands see 63.5% of online visits</h3> <p>In terms of the online market share, Hitwise has revealed that Michael Kors, Ralph Lauren and Coach are the most searched-for luxury brands.</p> <p>In fact, these three brands take 63.5% of the share of online visits to the luxury apparel industry as a whole. </p> <p>Meanwhile, data shows that Versace, Tom Ford and Yves Saint Laurent are a hit with millennials, as a large portion of their traffic is currently driven by consumers aged 18 to 34.  </p> <p><img src="https://assets.econsultancy.com/images/0008/4777/Hitwise.jpg" alt="" width="703" height="390"></p> <h3>UK shoppers rate retail experiences as average</h3> <p>According to a <a href="http://www.zetaglobal-uk.com/linking-brand-digital-sophistication-with-customer-demands-whitepaper/?utm_source=media&amp;utm_campaign=cct_whitepaper_lpr&amp;utm_medium=pr" target="_blank">new report by Zeta Global</a>, only 40% of UK shoppers think their favourite retailers provide a good or great customer experience.</p> <p>This comes from a study of 3,000 UK adults, which also found that 48% of respondents considered their <a href="https://econsultancy.com/blog/68839-the-10-principles-for-creating-amazing-online-retail-experiences/">retail experience</a> to be merely ‘average’. Meanwhile, a further 11% believe that their favourite shops provide poor service.</p> <p>From this, it is clear that personalisation presents a huge opportunity for retailers to capture consumer loyalty, with almost two-fifths of shoppers saying they would be inclined to shop around if they received a personalised service.</p> <h3>Emotional context could make digital ads 40% more effective</h3> <p><a href="https://yahoo.tumblr.com/post/158393152734/emotional-context-could-make-digital-ads-40-more" target="_blank">According to Yahoo</a>, the emotional state of consumers can dramatically impact how receptive they are to advertising.</p> <p>With US and UK consumers reportedly feeling ‘upbeat’ 46% of the time, this is a key window for advertisers, with people said to be 40% more receptive to digital ads when they are in this mood.</p> <p>The study also found that when consumers are upbeat, they are 30% more likely to engage with native video content than when they are in any other emotional state. </p> <p>Lastly, consumers are 28% more likely to engage with content marketing and 21% more likely to engage with direct marketing when feeling happy.</p> <h3>Majority of marketers haven’t got to grips with mobile</h3> <p><a href="https://drive.google.com/file/d/0B6yVMKaNCUz6Qm9xMWxIcGpsZW8/view" target="_blank">A new report</a> by Mobile Marketing Association and RadiumOne has revealed that the majority of marketers are failing to tap into the way consumers use their mobiles.</p> <p>From interviews with over 300 senior marketers, two-thirds admitted that they’re not confident they've identified the most critical signals in their customers’ journey.</p> <p>What’s more, 61% aren’t fully confident in their ability to find new profitable customers, and 58% are not fully confident in their re-engagement efforts to prevent customer churn. </p> <p>In terms of the most valuable data, 29% of marketers cite content sharing from apps, 28% cite mobile site visits and 27% cite app installs as the best signals for improving mobile branding. </p> <p><img src="https://assets.econsultancy.com/images/0008/4779/MMA_report.JPG" alt="" width="780" height="236"></p> <h3>25 to 34 year olds 65% more likely to search for bank accounts</h3> <p>New data from Hitwise has revealed that people aged between 25 to 32 are 65% more likely to search for a savings account than any other demographic. What’s more, men in this age group are 60% more likely to be saving compared to women.</p> <p>From an audience of 8.3m 25 to 34 years old consumers in the UK searching to switch banks, Hitwise suggests that the most popular banks to visit are Santander and Halifax, followed by Lloyds and Natwest.</p> <p><img src="https://assets.econsultancy.com/images/0008/4780/Hitwise_2.jpg" alt="" width="599" height="376"></p> <h3>BMW drivers are the biggest retail spenders of any car owner</h3> <p>A new <a href="http://www2.viantinc.com/anatomy-of-an-auto-shopper-uk" target="_blank">study by Viant</a> has delved into the purchase habits and behaviour of major car brand owners in the UK. </p> <p>The report states that Fiat is the most popular car brand for millennials, with this age group 18% more likely to drive hatchbacks than non-millennials. BMW drivers are said to be the biggest retail spenders, being 54% more likely to shop at John Lewis and 2.3 times more likely to shop in Selfridges than Ford drivers.</p> <p>Lastly, Ford drivers reportedly spent £2,157 on flights over a period of six months, with their preferred airline being Emirates.</p> tag:econsultancy.com,2008:BlogPost/68892 2017-03-15T09:36:00+00:00 2017-03-15T09:36:00+00:00 A day in the life of... a client-side SEO specialist Ben Davis <p>And if you're looking for a new challenge in digital <a style="font-weight: normal;" href="https://jobs.econsultancy.com/">our jobs board</a> lists hundreds of open positions, and you can benchmark your own digital knowledge using our <a style="font-weight: normal;" href="https://econsultancy.com/training/digital-skills-index-lite/">Digital Skills Index</a>.</p> <h4>Please describe your job: What do you do?</h4> <p>I work as an SEO specialist for a digital-asset management provider in Amsterdam called Bynder.</p> <p>Bynder was born in 2013 out of a need for organisations to have an efficient way to share and organise online files, such as documents, images and videos. Since then the company has expanded across the globe, with offices in the US, the Netherlands, the UK, Spain and Dubai.</p> <p><em>Bynder's UI</em></p> <p><a href="https://www.bynder.com"><img src="https://assets.econsultancy.com/images/0008/4650/bynder_screenshot.jpg" alt="bynder" width="640" height="348"></a></p> <h4>Whereabouts do you sit within the organisation? Who do you report to? </h4> <p>I am a member of our marketing team and report to our CMO Lidia Lüttin. However I have support from our dev team, as well as our copywriters and PPC team.</p> <h4>What kind of skills do you need to be effective in your role?</h4> <p>As you might expect, analytical/numerical skills are important in my role as they help me to make the most of my keyword research. The Bynder website is available in four different languages, and so I need to conduct regular keyword research in different languages for each country that we are targeting.</p> <p>Technical skills are also very important, as they allow me to identify technical obstacles to our search engine ranking improvement. For example, having knowledge of HTML, CSS and JSON-LD means that I know what I need to do to make sure that our site is technically optimised for search engines.</p> <p>Creative problem solving is also a key skill in my day-to-day. <a href="https://econsultancy.com/reports/link-building-checklist-digital-marketing-template-files/">Link building</a> has become more difficult, as I think many sites (particularly news sites) want to appear impartial and so are sometimes reluctant to link to others. So it is important to be creative in the way that you acquire links.</p> <p>One of my most successful link-building strategies is to ask third-party tools that we use to write a case study on us (and then link to us). It may seem simple but I think it is a unique approach and it works.</p> <p>It may also seem an obvious one, but communication skills are key in SEO. To make the most out of SEO you need to educate everyone in the team on how what they are doing can also benefit your search engine ranking. This could be:</p> <ul> <li>the PPC team finding a new highly converting keyword and passing it back to SEO to target it organically too.</li> <li>the PR team focusing on securing links with their press releases.</li> <li>the content team making sure their content is search engine friendly, and letting me know when new content is published so that I can submit it to Google for indexing.</li> <li>the dev team making sure that they create pages in a way that improves page speed.</li> </ul> <h4>Tell us about a typical working day…</h4> <p>My typical working day would begin as follows: </p> <ul> <li>Get on a train from Leiden, where I live, to Amsterdam.</li> <li>Get in and read/respond to any messages that I have received overnight from our Boston office. </li> <li>Check on the organic performance of the past day, and report to the team if there are any significant fluctuations.</li> <li>Continue to create/edit content to target specific keywords.</li> <li>Chase up any link opportunities that we have, and continue to write content for those external sites too.</li> <li>Possibly run a site crawl using the Moz crawler and identify any new on-site issues that need to be fixed.</li> <li>Answer questions from the marketing team on what they need to do to make their content search engine friendly.</li> <li>If it's a Friday, we finish the day with a couple of Heinekens from our company bar and discuss the past week. </li> </ul> <p><em>Leiden (<a href="https://commons.wikimedia.org/w/index.php?curid=10662081">via </a></em><em><a href="https://commons.wikimedia.org/w/index.php?curid=10662081">Erik Zachte</a>)</em></p> <p><em><img src="https://assets.econsultancy.com/images/0008/4651/LeidenOudeRijn.jpg" alt="leiden" width="600" height="417"></em></p> <h4>What do you love about your job? What sucks? </h4> <p>My favourite thing about working in SEO is the satisfaction of seeing how the changes you have made have helped to significantly improve search rankings. I also love it when I secure a great link on a great domain, giving the company great exposure and a healthy helping of ‘link juice’.</p> <p>As I think a lot of SEOs will agree, it can sometimes be frustrating if people don’t follow your recommendations. But this can be easily fixed with a quick chat to explain the potential benefit they are missing out on.</p> <p>More specifically, not being able to speak Dutch can be frustrating as I need help to translate my content. However I am taking three hours a week of Dutch lessons a week and hoping to get to a decent level of Dutch fairly soon.</p> <h4>What kind of goals do you have? What are the most useful metrics and KPIs for measuring success?  </h4> <p>The most important metric for me is number of organic sessions, as this is the best indicator of search visibility. After that, I look at the specific ranking positions of our target keywords, and after that, the number of leads resulting from organic traffic.</p> <h4>What are your favourite tools to help you to get the job done? </h4> <p>My main go-to tools are Google Analytics and Moz. Google Analytics is my preferred tool to analyse organic sessions and the Moz pro package has a number of tools that I find very useful.</p> <p>Moz's Open Site Explorer is a great way to identify the value of link opportunity. The Fresh Web Explorer mention tool also helps me to pick up Bynder mentions on the web so I can follow up for a link. The Fresh mention tool seems to pick up more mentions than Google Alerts, which makes sure that I can cover all possible link opportunities.</p> <p>The ranking tool helps me to keep track of our ranking positions for our target keywords across a range of languages and countries. I can also set Moz to send ranking updates to the team automatically.</p> <p>And finally, the new Moz crawling tool is very user friendly and requires very little data manipulation to get the insights I need.</p> <p><img src="https://assets.econsultancy.com/images/0008/4653/moz.jpg" alt="moz logo" width="200" height="200"></p> <h4>How did you get started in the digital industry, and where might you go from here? </h4> <p>I actually studied Law at university. But after I graduated I decided that I wanted to be involved in something that was new and growing, and I had always been interested in online marketing.</p> <p>Law is a great degree to do and I think the analytical skills that I learnt have really helped me in my online marketing career so far. After I finished my law degree I applied for a few jobs and got a digital marketing executive role in an online florist in London called Arena Flowers.</p> <p>There I was involved in a wide range of different marketing activities, and so I could get a good idea of the types of marketing that I enjoyed doing the most or found to be most valuable to the company. I could then use this experience to specialise in a specific type of marketing, which for me was SEO.</p> <p>When looking for a first job in digital marketing I think it is a good idea to go for a more generalist role. This gives you a broader understanding of online marketing channels, and helps you to understand how they are all interlinked. And as above, it gives you a chance to try out a range of different marketing channels and decide on the one you want to specialise in.</p> <h4>Which brands do you think are doing digital well? </h4> <p>I think Transferwise is doing really well. Their website is clear and easy to use, and this is especially important when people are dealing with money.</p> <p>And I’m not this first to say this, but MailChimp has one of the best user experiences I have seen. The options that you have available in your email campaigns are very clear, and this makes creating and sending email campaigns very easy.</p> <h4>Do you have any advice for people who want to work in the digital industry? </h4> <p>Meet as many people as possible. Try to go to meetups and contribute to Twitter chats. <a href="http://ecomchat.com/">#Ecomchat</a> is a great Twitter chat about ecommerce and online marketing generally, every Monday lunch time.</p> <p>The Google Analytics and AdWords exams have been free for a couple of years now, and are a great way to build up knowledge of Google marketing tools. Completing as many as possible also helps to demonstrate enthusiasm for online marketing.</p> <p><em><strong>Now download:</strong></em></p> <ul> <li><a href="https://econsultancy.com/reports/seo-best-practice-guide/">Econsultancy SEO Best Practice Guide</a></li> </ul> tag:econsultancy.com,2008:BlogPost/68886 2017-03-10T14:45:00+00:00 2017-03-10T14:45:00+00:00 10 mega digital marketing stats from this week Nikki Gilliland <h3>Correlation between spam rates and subscriber engagement</h3> <p>The latest report from Return Path highlights how industries that outperform the average on key email marketing metrics (like read rate, reply rate etc.) also see less email delivered to spam folders.</p> <p>While the <a href="https://returnpath.com/downloads/hidden-metrics-email-deliverability/?sfdc=70137000000MhwH" target="_blank">Hidden Metrics of Email Deliverability</a> shows that overall spam placement has increased slightly year on year  - from 13% in 2016 vs 12% in 2015 - levels of positive engagement have significantly improved.</p> <p>In terms of industries, the banking and finance and distribution and manufacturing categories saw just 6% of email delivered to spam folders, while this figure rose to 28% in the automotive category. </p> <p><em>Chart shows percentage of email delivered to spam folders</em></p> <p><img src="https://assets.econsultancy.com/images/0008/4558/Spam_rate.JPG" alt="" width="780" height="353"></p> <h3>Generation X perform four in 10 family travel searches</h3> <p>New research from Bing Ads has revealed how families are searching for holiday inspiration and services online.</p> <p>The <a href="https://advertise.bingads.microsoft.com/en-us/insights/set-sail-for-family-travel-searches-and-clicks" target="_blank">report</a> shows that 59% of searches for family holidays are undertaken by women compared to 41% by men. Similarly, Generation X (those aged 35 to 59) perform four of every 10 searches.</p> <p>Other highlights from the report include how consumers are more likely to use mobile devices to search for inspiration and PCs or tablet devices to make a final reservation. Meanwhile, it appears consumers dream of visiting the beach all year long, meaning companies need to invest in year-round campaigns to capture this evergreen interest.</p> <p><img src="https://assets.econsultancy.com/images/0008/4559/Bing_Ads.JPG" alt="" width="780" height="221"></p> <h3>Nine in 10 consumers concerned about how companies use personal data</h3> <p><a href="http://www.businesswire.com/news/home/20170307005123/en/Global-Study-Ten-Consumers-Concerned-Data-Security" target="_blank">New research</a> from Verint has found that while more consumers crave highly personalised customer service, they are also increasingly sceptical about how businesses collect and store personal data. </p> <p>From a study of more than 24,000 consumers, 80% said they like service that is personalised to their needs (which in turn relies on the use of customer data to deliver). </p> <p>However, 89% of consumers also want to know how companies keep their personal information secure, and 86% insist that they should know when their data is passed on to third parties.</p> <h3>Kinetic emails increase unique click rates by 18%</h3> <p>Experian’s Q4 2016 <a href="http://www.experian.com/marketing-services/email-benchmark-q4-2015.html" target="_blank">Email Benchmark Report</a> has revealed that kinetic emails – i.e. those that include interactive content like carousel navigation - see greater levels of engagement than any other kind.</p> <p>From analysis of seven brands in 2016, kinetic emails were found to increase unique click rates by as much as 18.3% and click-to-open rates by more than 10% compared to standard emails.</p> <p>The report also highlights that email volume increased 17.4% year-over-year, while metrics like click and transaction rates, revenue per email and average order volumes all remained relatively stable during the same period.</p> <p><img src="https://assets.econsultancy.com/images/0008/4557/Kinetic_emails.JPG" alt="" width="609" height="446"></p> <h3>British SMEs grow online exports by more than a third</h3> <p>New data from <a href="https://www.paypal.com/stories/uk/open-for-business-paypal-reveals-online-exports-boom" target="_blank">PayPal</a> has revealed how small and medium-sized businesses benefitted from the record lows of the pound last year. </p> <p>SMEs in the UK saw their rate of growth treble to 34% year-on-year from July to December 2016. Similarly, while there was an uplift in PayPal sales for British businesses overall, the biggest impact was seen on small and medium-sized organisations, with the amount international shoppers spent with UK SMEs rising 13% per transaction in the last six months of 2016. </p> <p>Fashion and sports experienced the highest growth, with a 49% year-on-year increase in goods from these categories sold to international shoppers.</p> <h3>Native video ads boost ROI</h3> <p>Yahoo’s <a href="http://b2bmarketing.yahoo.net/yfp-state-of-native/infographic?utm_source=AYC&amp;utm_campaign=Q12017YFPStateofNative&amp;utm_medium=organic" target="_blank">State of Native</a> report suggests that native advertising continues to reign supreme, with the brand seeing exponential growth of native ad consumption in all regions and across all devices.</p> <p>Data from more than 74.5bn native ad impressions show that publishers have seen a 446.7% lift in eCPMs (effective cost per thousand ad impressions) on native video ad placements compared to display.</p> <p>The report also highlights how consumer engagement for specific apps and devices vary by time of day and location. For example, in the US, users spend the late afternoons and evenings on their smartphones, while their nights are spent on desktop. This is compared to other parts of the world, where nights are typically spent on smartphones. </p> <p><img src="https://assets.econsultancy.com/images/0008/4561/Yahoo.JPG" alt="" width="780" height="286"></p> <h3>Household gifts drive the biggest basket value for Mother’s Day</h3> <p>According to Criteo, Brits are still lacking in imagination when it comes to buying Mother’s Day gifts online.</p> <p>Data reveals that household gifts such as kitchen, laundry appliances and vacuums drive the biggest basket value for online sales. Similarly, gardening tools typically see a boost in sales with spring just around the corner. Last year, there was a 193% increase in units sold in the two week’s leading up to Mother’s Day.</p> <p>In 2016, it was suggested that we spent a total of <a href="http://www.cityam.com/235965/mothers-day-2016-brits-will-spend-928m-this-year-on-mothers-day-gifts" target="_blank">£928m on the day</a>, with this figure expected to rise even higher this year.</p> <h3>TV accounts for 94% of viewed video ads in the UK</h3> <p>New data from <a href="https://www.thinkbox.tv/News-and-opinion/Newsroom/TV-accounts-for-94-percent-of-video-advertising" target="_blank">Thinkbox</a> has revealed that TV accounted for 93.8% of video ads viewed in the UK in 2016. This is the equivalent of 18 minutes and 53 seconds a day.</p> <p>These figures are slightly down on 2015, when TV saw a share of 94.4%. However, other forms of video advertising saw far less engagement, with YouTube accounting for 0.7% of viewed video ads in 2016, while other online video (including Facebook) collectively accounted for 5.2%.</p> <p>The average person is said to have watched 20 minutes of video ads a day in 2016, while total daily video consumption increased to 4 hours, 37 minutes in 2016.</p> <p><img src="https://assets.econsultancy.com/images/0008/4562/Thinkbox.JPG" alt="" width="780" height="435"></p> <h3>Wearables now at an all-time high</h3> <p>The International Data Corporation has revealed that the global wearables market reached a new <a href="http://www.idc.com/getdoc.jsp?containerId=prUS42342317" target="_blank">all-time high</a> in the fourth quarter of 2016. In this period, 33.9m units were shipped, representing a year-on-year growth of 16.9%.</p> <p>A total of 102.4m wearable devices were shipped in 2016 – a figure up 25% year-on-year. Insight suggests this could be due to single purpose devices evolving into hybrid ones, fusing together multiple health and fitness capabilities with smartphone technology.</p> <p>In terms of brand dominance, Fitbit continued to reign supreme, with 22.5m shipments being made over the course of the whole year.</p> <p><img src="https://assets.econsultancy.com/images/0008/4560/IDC_wearables.JPG" alt="" width="457" height="396"></p> <h3>64% of decision-makers say sales and marketing teams could be more aligned</h3> <p>According to a YouGov survey of 725 business leaders, commissioned by Huthwaite International, 92% of respondents believe sales and marketing teams should work closely together.</p> <p>Despite this fact, 64% also say that sales and marketing teams need to do more to facilitate this alignment. </p> <p>When it comes to the benefits of working more closely, 52% cited a consistent message delivered to clients and prospects, while 50% said the opportunity to gain new customers. Just 8% of respondents said they didn’t believe there was any benefit.</p> tag:econsultancy.com,2008:TrainingDate/3125 2017-03-10T07:47:53+00:00 2017-03-10T07:47:53+00:00 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/68856 2017-03-02T10:27:00+00:00 2017-03-02T10:27:00+00:00 How influencers can impact SEO: Q&A with Thomas Cook Airlines Nikki Gilliland <p>I recently spoke with Diego Puglisi, search marketing manager for <a href="https://www.thomascookairlines.com/">Thomas Cook Airlines</a>, to find out more about this topic, specifically related to his own experience of working with influencers. </p> <p><img src="https://assets.econsultancy.com/images/0008/4280/FullSizeRender.jpg" alt="" width="143" height="204"></p> <p>Here’s what he said.</p> <h4> <em>Econsultancy:</em> First, could you explain how working with social influencers can positively impact SEO?</h4> <p><em>Diego Puglisi:</em> SEO has changed drastically in the last five years - I think that’s what makes our profession one of the most exciting in the digital marketing sphere. </p> <p>Over this time, SEOs have had to find ways to adapt to various changes in order to retain competitiveness in the space, and influencer marketing has become one of the most natural directions to take. </p> <p>In the ‘dark ages’, brands used bloggers extensively, but in a rather unilateral and short-sighted way. Now, this relationship actually tends to have very little SEO in it – instead working in conjunction with social media, PR and the over-arching brand. </p> <p>With “mentions” becoming a potential ranking factor, links have lost importance, also making influencer marketing effective for more than just SEO. Moving away from an obsessive attention to link-building has been refreshing for us in the industry. It is now less isolated, with SEO in general becoming an integral part of an organic strategy, and one which also touches on other areas of our business.</p> <h4> <em>E:</em> Do you think influencers are more important or effective for travel brands compared to other industries?</h4> <p><em>DP:</em> I believe that influencers are just as important to travel as they are in any other vertical. </p> <p>However, I do think influencers can be even more effective in niches where communication is vital to engage and excite the audience. Here is where the travel industry utilises the true power of influencers – by capitalising on their ability to tell a story and promote a real experience.</p> <h4> <em>E: </em>How does Thomas Cook Airlines typically collaborate with influencers?</h4> <p><em>DP:</em> Influencer marketing has become an integrated part of our over-arching marketing strategy. We have and continue to invest in influencers when it comes to the promotion of key destinations, new route launches, and brand sponsorships (such as Manchester and Brighton Pride). </p> <p>Lastly, we also typically collaborate when there is a new product to be promoted or one that would benefit from a review, such as James Martin’s new in-flight menu.</p> <h4> <em>E: </em>How do you go about choosing which influencers to work with, and how do you usually reach out to them?</h4> <p><em>DP:</em> Due to the high organisational complexity when working with influencers, identifying the right influencer is absolutely the key. Over the years, we have constantly refined our research and scoring approach. First, we tend to assess whether their audience is one we also need to target. To do this, we analyse their followers using tools, but we also directly speak to the influencer to ensure we are on the same page.</p> <p><img src="https://assets.econsultancy.com/images/0008/4296/thomas_cook_airlines.png" alt="" width="700" height="388"></p> <p>We also look at the influencer’s style - whether this suits our brand, our specific style of communication as well as our marketing objectives.</p> <p>We then look at the number of followers they have - but that alone is not enough. We understand the phenomenon of un-organic likes and followers, hence why we also look at engagement in the form of likes, shares and the types of comments they commonly receive on their posts.</p> <p>Last but not least, we evaluate influencers based on SEO metrics attached to their website, which often involves Domain Authority (Moz), Citation Flow and Trust Flow (MajesticSEO).</p> <h4> <em>E:</em> Is there a typical structure you follow to build influencer relationships – i.e. in terms of compensation or payment?</h4> <p><em>DP:</em> Being a travel brand, we tend to take influencers on trips with us or offer to send them to a particular location they are keen to go to. This, together with any tailor-made and unique experiences we can offer them, generally compensates for the partnership. </p> <p>That being said, we make use of paid collaborations less frequently, mainly for specific high-tier campaigns or when we address to exclusive brand ambassadors. </p> <h4> <em>E:</em> Do you always create the content yourself or do you rely on influencers to do this?</h4> <p><em>DP:</em> It’s been a mix so far. We think that influencers should feel free to express their opinions according to their own style – this of course makes any campaign far more authentic. However, we tend to amplify content by ensuring that the tone of the brand also shines through. </p> <h4> <em>E: </em>How do you measure the results of a campaign?</h4> <p><em>DP: </em>The KPIs we set for our campaigns are a mix of social media engagement in the form of likes and shares, backlinks and mentions.</p> <p>We also measure rank changes from an SEO point of view as well as direct traffic to the site from the influencer’s content.</p> <h4> <em>E:</em> How do you ensure there is a good balance between authenticity and high authority?</h4> <p><em>DP:</em> Authenticity is a hard one to assess. How the influencer engages with his or her audience (in terms of replying to comments, likes and shares) could be an indicator, as well as the way content and opinions are expressed in the first place. </p> <p>Of course, if it’s clear an influencer is only interested in monetary gain, especially if it’s above and beyond the respect of their own audience, this is always a sign that it’s not the best fit, regardless of authority.</p> <p><strong><em>Further reading:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/blog/68815-becoming-an-influencer-notes-from-a-fledgling-travel-blogger/" target="_blank">Becoming an influencer: Notes from a fledgling travel blogger</a></em></li> <li><a href="https://econsultancy.com/blog/68409-four-key-trends-within-the-world-of-influencer-marketing/" target="_blank"><em>Four key trends within the world of influencer marketing</em></a></li> <li><a href="https://econsultancy.com/reports/the-rise-of-influencers/"><em>The Rise of Influencers</em></a></li> </ul> <p><em>For more on SEO marketing, you can also download the <a href="https://econsultancy.com/reports/seo-best-practice-guide/" target="_blank">SEO Best Practice Guide</a>.</em></p> tag:econsultancy.com,2008:Report/3008 2017-02-27T12:55:00+00:00 2017-02-27T12:55:00+00:00 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 two sector-specific reports, B2B and Healthcare &amp; Pharma) 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> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet statistics and digital 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 - a huge time-saver for presentations and reports.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Sector-specific data and reports are available under the following areas:</strong></p> <ul> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a> </strong></li> <li><strong><a title="Healthcare and Pharmaceuticals Internet Statistics Compendium" href="https://econsultancy.com/reports/healthcare-and-pharmaceuticals-internet-statistics-compendium/">Healthcare and Pharmaceuticals</a> </strong></li> <li><strong><a title="Financial Services and Insurance Internet Statistics Compendium" href="https://econsultancy.com/reports/financial-services-and-insurance-internet-statistics-compendium/">Financial Services and Insurance</a> </strong></li> </ul> <p><strong>Regions covered in each document (where data is 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:BlogPost/68832 2017-02-24T10:05:00+00:00 2017-02-24T10:05:00+00:00 10 staggering digital marketing stats we've seen this week Nikki Gilliland <p>Please note, we've linked to all original studies where possible. Unfortunately not all of these studies are published online, they often come to us as press releases.</p> <h3>60% of millennials have used chatbots</h3> <p>A new study by Retale has delved into how UK millennials feel about chatbots.</p> <p>From a survey of over 500 consumers aged 18 to 34, nearly 60% of respondents were found to have used a chatbot in the past. Out of the percentage of people that had not, 53% said they were still interested in trying them. </p> <p>Interestingly, <a href="https://econsultancy.com/admin/blog_posts/68805-are-brands-failing-to-promote-chatbots/" target="_blank">branded chatbots</a> appear to be growing in popularity, with 71% of millennials saying they’d be happy to try a chatbot from a consumer brand. Lastly, 86% of respondents agreed that brands should use chatbots to promote deals, discounts and offers. </p> <p><a href="https://econsultancy.com/blog/68800-pizza-express-launches-booking-chatbot-is-it-any-good/" target="_blank"><img src="https://assets.econsultancy.com/images/0008/4128/Pizza_Express_5.JPG" alt="" width="750" height="678"></a></p> <h3>Retailers increasing investment in store technology</h3> <p>The <a href="http://now.jda.com/CEO2017.html" target="_blank">latest report</a> from JDA/PWC has found that 69% of CEOs plan to increase investment in digital technologies to improve the in-store customer experience. </p> <p>76% of CEOs have or are planning to invest in personalised mobile ‘push offers’ and beacons, while 79% are also investing or planning to invest in smart mobile devices for staff in stores. Despite this, 52% of respondents have not yet defined or started implementing <a href="https://econsultancy.com/training/digital-transformation/">a digital transformation strategy</a>. </p> <h3>68% of British retailers have no Brexit plans in place</h3> <p>According to new research from Global-e, 68% of retailers have yet to start planning for Brexit, despite 51% also saying that the vote to leave the EU has already impacted UK sales. The study, which involved a survey of 250 top British retailers, also found that 32% of those selling internationally have seen an increase in online orders from outside the UK. </p> <p>Additionally, 46% of UK retailers were found to be in favour of a soft Brexit, while 36% agreed that a hard Brexit - with no access to the single market - would be better for UK retailers.</p> <h3>Ad blocking levels stabilise</h3> <p>According to the Internet Advertising Bureau's UK <a href="https://iabuk.net/about/press/archive/iab-uk-reveals-latest-ad-blocking-behaviour" target="_blank">Ad Blocking Report</a>, the proportion of British adults online currently using ad blocking software has remained at around 22% for the last year.</p> <p>Despite a predicted rise in ad blocking, this has failed to materialise, perhaps due to many publishers working hard to promote a value exchange.</p> <p>24% of people cited not being able to access online content as the biggest reason for switching off their ad blocker - a figure up from 16% a year ago. Meanwhile, 24% said that it is because they have since switched to a new device.</p> <p><img src="https://assets.econsultancy.com/images/0008/4122/ad_blocking.png" alt="" width="750" height="453"></p> <h3>Travel brands expected to benefit from Oscar hype</h3> <p>Data from Lastminute.com suggests that travel brands have seen an increase in search interest on the back of this year’s Oscar nominations. Searches for flights to Los Angeles shot up by 21% on the day of La La Land’s release. Meanwhile, Martin Scorsese’s Silence prompted an even bigger surge, with searches for flights to Japan up 82% from the week before, and increasing a further 46% in the subsequent two days.</p> <p>Though it hasn’t been nominated for any Academy Awards, Brit flick Eddie the Eagle also prompted greater interest in ski holidays, with on-site searches jumping 10% after its release.</p> <p><img src="https://assets.econsultancy.com/images/0008/4123/Lastminute.JPG" alt="" width="750" height="424"></p> <h3>56% of CRM managers lack firm objectives</h3> <p>In a survey of 500 leading CRM managers, <a href="http://news.wiraya.com/news/crm-managers-dont-believe-theyre-generating-revenue-222319">Wiraya found that CRM</a> is perceived as a key business driver for over 30% of businesses. Despite this fact, it seems many still lack the data and strategy to support their goals and create profitability.</p> <p>While 91% of businesses are currently measuring aspects of their CRM work, 56% do not have firm objectives in place. What’s more, just 17% say that their CRM work is clearly contributing to the company’s overall revenue. This proves that major improvements still need to be made, as just 31% currently consider themselves ‘ambitious’ in terms of CRM maturity.</p> <h3>One in six UK shoppers have switched supermarkets in the past year</h3> <p>In light of Aldi becoming the nation’s fifth largest supermarket, <a href="http://www.tccglobal.com/en/blog/article/uk-shopper-loyalty-study">TCC Global has undertaken a study</a> on the state of consumer loyalty to grocery stores. It found that 32% of UK discount shoppers and 16% of all shoppers have switched their main grocery store in the last 12 months. Meanwhile, 39% of shoppers said that it wouldn’t matter to them if their usual grocery store closed.</p> <p>The research also found that growing convenience is making it even easier to switch between retailers, with shoppers having an average of 11 ‘reachable’, 10 ‘easily reachable’ and five ‘very easily reachable' stores.</p> <p><img src="https://assets.econsultancy.com/images/0008/4124/Aldi.jpg" alt="" width="720" height="480"></p> <h3>UK online retail sales grow 12% year on year in January</h3> <p>The latest figures from <a href="https://www.imrg.org/data-and-reports/imrg-capgemini-sales-indexes/" target="_blank">IMRG Capgemini</a> has revealed that UK online retail sales were up 12% year-on-year in the first month of 2017, with retailers seeing the highest average January spend since 2010. The average basket value was recorded as £85 in January 2017, up from £79 a year earlier. </p> <p>In terms of sectors, growth for gifts reached an eight-year high, with an increase of 62% year-on-year. Meanwhile, electricals were down 9%, falling for the second month in a row.</p> <h3>Consumers struggle to identify British brands</h3> <p>A recent <a href="https://www.spreadco.com/blog/uk-baffled-by-the-origins-of-their-favourite-brands">poll by Spread Co</a> has found that the majority of consumers are baffled by the origins of their favourite brands. 50% of consumers believe Tetley Tea to be British, when it is in fact owned by a foreign company. Similarly, 42% think the same about Branston Pickle and 37% about HP Sauce, when they are actually Indian and Japanese.</p> <p>The survey also found that 61% of UK adults don’t know that The Body Shop is part of L’oreal, while 19% think Tesco is the biggest company in Britain (even though it only represents 0.84% of the market share).</p> <p><img src="https://assets.econsultancy.com/images/0008/4127/body_shop.jpg" alt="" width="650" height="490"></p> <h3>Mulberry and Burberry are the most searched-for brands during LFW</h3> <p>Captify has revealed that the top three searched for designers during London Fashion Week were Mulberry, Burberry and JW Anderson. Other designers saw online searches go through the roof, with Ryan Lo experiencing a jump of 2,000% over the week, followed by surges for Topshop Unique and Sadie Williams.</p> <p>In terms of the most searched-for items, designer trainers rose by 60%, followed by minimalist clothing and 90’s style, which both rose 20%.</p> tag:econsultancy.com,2008:BlogPost/68815 2017-02-20T10:52:00+00:00 2017-02-20T10:52:00+00:00 Becoming an influencer: Notes from a fledgling travel blogger Nikki Gilliland <p>I recently caught up with Marion (while she was on a jealousy-inducing trip to Guatemala) to find out how she has generated such a large following, how she works with brands, and her thoughts on travel influencers in general.</p> <p><img src="https://assets.econsultancy.com/images/0008/3939/Marion_Payet.JPG" alt="" width="720" height="534"></p> <p>Here’s what she said.</p> <h4> <em>Econsultancy:</em> Could you start by explaining a bit about your blog and how you got into the industry?</h4> <p><em>Marion Payen:</em> I initially started my blog because of an interest in creating something more authentic than I was seeing elsewhere. </p> <p>I recognised that I could offer more than standard recommendations from huge companies like Lonely Planet. I mean, a brand like that might tell me to go to a specific market – but how will I know if it’ll provide me with anything unique or truly interesting? I’m more inclined to trust someone with a personal point of view rather than a book that’s been written for the masses. </p> <p>So, I aimed to build something based on the notion that if you like my lifestyle and the way that I am travelling, then you would like the recommendations I make too.</p> <h4> <em>E: </em>Did you start your blog with any knowledge of influencer marketing? </h4> <p><em>MP: </em>In terms of my own background, I started in the hospitality and travel industry in Florida, then I moved to London where I worked in retail – specifically ecommerce and digital marketing. </p> <p>This is how I knew I could offer something different from other travel websites, because I already knew many tricks of the trade. </p> <p>I had worked with influencers myself through affiliate channels, and had general knowledge of <a href="https://econsultancy.com/reports/seo-best-practice-guide/">SEO</a>, <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">PPC</a>, coding, etc. – so I knew I could use this to my advantage, especially compared to other bloggers I was seeing at the time.</p> <h4> <em>E: </em>What are the main strategies you have used to build your audience?</h4> <p><em>MP:</em> I obviously have the main website, but as I didn’t originally have much money to invest, I knew that in order to drive traffic to it I needed to use another organic channel like social media. </p> <p>So, I started <a href="https://www.instagram.com/hibiscusandnomada/">with Instagram</a>, spending days and days just being really active on it, engaging with the community and making friends with mutual interests. </p> <p>Over time my presence grew. From last June to now I have managed to reach 29,000 followers, and that’s just organically, from being super active and building my own community.</p> <p>Eventually, this audience has also found its way back to my website, so now we’re at about 1,500 visits per month.</p> <p><img src="https://assets.econsultancy.com/images/0008/3941/HN_insta.JPG" alt="" width="650" height="420"></p> <h4> <em>E:</em> At what point did you start getting interest from brands?</h4> <p><em>MP:</em> Quite recently. Before that, it was purely me reaching out to brands through email and social media, saying this is what I do if you are interested. </p> <p>Then, about a month ago, it seemed to flip – I started to get emails every day from brands and websites saying that they had found me. As soon as I reached about 25,000 followers on Instagram, it started to happen, and then I also got quite a bit of press coverage from online and print magazines. Combined, this seemed to really ignite interest.</p> <h4> <em>E:</em> Do you only work with a certain type of brand, and how do you decide who to work with?</h4> <p><em>MP:</em> Absolutely, since the very beginning I’ve made a point of being picky. I’ve seen a lot of other bloggers on Instagram being quite blatant, posting photos of a watch with a mountain in the background.</p> <p>I would never want to get paid to promote a brand that I don’t believe in, so I only work those that I think are a really good fit for me.</p> <p>For example, I am now working with a brand that offers travel insurance, because I have used it myself and I know that my audience will find it useful. If I am holding an expensive watch – why would a backpacker be interested in that? I’m not scared of saying no or explaining that it won’t be a good fit, either.</p> <h4> <em>E:</em> What would you say is the best way for a brand to approach an influencer?</h4> <p><em>MP:</em> A brand can usually get my attention if it is a personalised message, so not just mentioning that they have seen my blog, but pointing out a specific article or photo that they liked. </p> <p>I get countless emails saying that someone wants to work with me, so I really need to feel that there is some kind of personal connection. I can also tell if it is an email they have sent to hundreds of other bloggers – I can read between the lines. </p> <p>Lastly, I have to feel like it’s not just about them, that it’s about both of us, and that all parties will be able benefit from the deal.</p> <h4> <em>E:</em> How do you see influencer marketing evolving? Do you think it will reach saturation point?</h4> <p><em>MP:</em> I do think it will reach saturation point. You can tell this, not just from the amount of influencers, but the type and quality of content that they are promoting. You can usually tell that it’s not authentic, that they are staying in a hotel simply because they are being paid to – it doesn’t align with their identity or approach to travel in any way. </p> <p>This weekend I was in the south of Mexico, in a hostel that paid for my entire experience, and while the hostel is definitely a place I would stay at (and promote), my article will also include detailed information about the day-trip I went on and every single activity I did. It’s always better to promote a story rather than just a straightforward recommendation. </p> <p>I think authentic influencer marketing will evolve in this way, telling the story and entire experience of a place rather than just one aspect.</p> <h4> <em>E:</em> Finally, what’s the best place you’ve been or experience you’ve had thanks to your blog?</h4> <p><em>MP:</em> The best feedback I’ve had has been from my Iceland trip - I was there for a whole week over New Year. I didn’t even really plan anything, then I slowly realised that it was winter, there would only be four hours of daylight, we’d be freezing. </p> <p>Who goes to Iceland in winter? But we embraced it and ended up taking the most incredible photos. The feedback was amazing, with people commenting that they now want to visit during the winter time rather than summer, and asking questions about how we got there, how we travelled and so on. </p> <p>People don’t even think to go to a place like Iceland before they see photos and then they get obsessed with it. For us, this is so rewarding – it shows that you can truly inspire.</p> <p><img src="https://assets.econsultancy.com/images/0008/3940/Iceland.JPG" alt="" width="650" height="429"></p> <p><strong><em>For more on this topic, check out the following research from Econsultancy:</em></strong></p> <ul> <li><em><a href="https://econsultancy.com/reports/the-rise-of-influencers/">The Rise of Influencers</a></em></li> <li><em><a href="https://econsultancy.com/reports/the-voice-of-the-influencer/">The Voice of the Influencer</a></em></li> </ul>