Archiv für den Monat: August 2019

Four ways to use marketing feedback loop to optimize SEO efforts

This is a marketing strategy that may change everything you know about content marketing and SEO.

The customer feedback loop is an effective way to improve your offerings to your customers and modify what they get based on their feedback. It’s a business strategy that has been in existence for quite some time, but here, it’s refined towards content marketing and SEO.

Surely, there are ways you can make use of one of the most effective business and marketing strategy in human existence. And it’ll improve your content marketing and SEO efforts and help grow your brand. I’ll be taking a deeper look into the feedback loop, how it works in marketing and how you can apply this to your content marketing and SEO efforts.

What is a marketing feedback loop?

Firstly, let’s try to understand what marketing feedback loop is and how it works in the traditional marketing world. Done correctly, and with a well documented and measured process, the marketing feedback loop can improve your content marketing and SEO results.

According to HubSpot author, Caroline Forsey,

“A feedback loop is a process in which the outputs of a system are circled back and used as inputs. .. this refers to the process of using customer or employee feedback to create a better product or workplace.”

Marketers will understand that there are gems to be found in the feedback their businesses and products receive online. Both the positive and negative feedback you get, if utilized properly, can significantly transform how customers perceive and interact with your brand.

A marketing feedback loop is created when a business utilizes the responses they attract from a campaign effort or a product on the social web, and this can be later utilized in their marketing efforts. This may also include feedbacks from surveys and research campaigns.

Here, we’ll look at how it can be utilized to improve content marketing and SEO efforts.

How to create opportunities marketing feedback loop

Identifying opportunities for marketing feedback loop is just as important as how to make it work for you. Customers will take to social media to raise concerns or praises about your products and services where potential customers are actively participating in discussions that will determine whether or not to choose you over the competition.

Naturally, you’ll incorporate praises about your services into your testimonial campaigns to promote your business. These content are easily seen. Negative feedback, on the other hand, is where the treasure lies. And you will almost always miss them.

Below, let’s take a look at ways to identify marketing feedback loop and ultimately how you use it to improve your content marketing and SEO efforts.

  • Necessary tools: The first step to identifying opportunities for feedback loop is to actively monitor mentions about your brand on the web. This includes social media, blogs, and forums. In this case, the right tools, and people are what you need. Some tools to employ may include Mention, Radian6 and setting up Google Alerts for known names/keywords (or phrases) your brand is associated with.
  • Surveys: What’s better than the opportunity to secure valuable feedback? One that is solicited. Implementing surveys can help you to elicit feedback from your users right before they share it themselves. This will give room for you to identify potential issues and address them before they become problems.
  • The right person/team: Is someone on your team who determines how customers‘ feedback should be responded to and what department gets to see and utilize it. This individual is responsible for its proper documentation as well. Naturally, they should be working very closely with the marketing department.
  • Interpreting constructive and negative customer feedback: Most times, when emotions run high with customers, constructive criticisms may come off as negative feedback. This may be perceived as an attack on your brand if care is not taken to analyze the issue — leaving you with a missed opportunity to improve on both SEO and content efforts. Instead of making a blanket judgment on the surface and writing of the complainant as a troll, look closely to identify what others may agree within their feedback. There, you’ll find your next content fodder and SEO hack.

How significant are feedback loops to content marketing and SEO?

Customers‘ feedback can be looped into the whole brand experience output, which includes user experience(UX), answering the right questions on your website (enabling for richer content experience and broadens keyword opportunities).

Getting content marketing and SEO benefits from implementing feedback loop in your marketing would be a successful effort if done the right way. The following procedures will not only ensure you’re creating a better experience for your users but also gaining SEO advantage in the process.

Using a feedback loop to improve SEO – UX improvements

The most significant drawback to most businesses‘ web presence is the user experience, and Google — growing ever-smarter with its constant algorithmic updates — is now effective at scoring a website’s rankings based on overall UX score. The best way for businesses to know how their UX measures up is through direct feedback from those using it. Here, customer feedback can be looped to the design team who can improve upon the website feel and accessibility. The result is a website with better UX and improved search rankings.

A feedback loop can prevent worthless content efforts

Say your content marketing team have been working tirelessly, analyzing trends and interviewing industry experts just to improve visibility and rankings. But the result is slow or abysmal. Here, the marketing team should be tasked to score through the complaints that have been left by your customers and come up with problem-solving content to line up your content calendar. This will not only directly address your users concerns but will help you see improved content marketing efforts.

Where have feedback loops improved SEO efforts?

In 2018, I and my partner at Effective Inbound Marketing, Ayodeji Onibalusi conducted a survey asking people to go visit our website and give feedback about what should be improved on. Majority of the responders wanted us to improve navigation and some others wanted us to produce more marketing content on the blog.

We incorporated the feedback loop by upgrading our content output and introduced breadcrumbs that’ll show the users how they navigated our website. These improvements saw our Alexa ranking move from 850,000 in December of 2018 to 272,000 as of today (August 2019) and our navigation improvement saw our users spend more time on site, dropping bounce rate by 50% and also increasing the number of pages visited per user. This has trickled down to our rankings, with terms like “Amazon” and “Russian Marketing” now driving users to our website.

Three takeaways from this

  • The smallest feedback loop implemented can have a significant impact on SEO
  • When implementing feedback loops, consider users satisfaction first
  • A feedback loop can be equally effective if solicited from users

The right way to use a marketing feedback loop to improve SEO

Getting marketing feedback loop right shouldn’t be tricky if you follow best practices. The core purpose of a marketing feedback loop is to use constructive complaints from your customers to improve your content marketing and SEO efforts. This can be accomplished by identifying their pain-points and incorporating this into your content and SEO campaigns.

Successful marketing feedback loop must follow these rules to positively have an impact on content marketing and SEO.

Is timely

Customers feedback should be looped to the right department as quickly as possible. Ideally, the customer should already get a response within the first hour, on the same channel. If it’s worth incorporating into a content, your content marketing team should already have a well-thought-out long-form content that addresses critical factors and answers questions such as:

– Was the complaint legitimate?

– Would other customers face this same issue?

– Was there a solution in place before?

– How did the company help the customer resolve the complaint?

– What did the company do prevent future customers from experiencing the same?

The medium of feedback should remain the same

Marketers should not make the mistake of addressing issues on different channels from where feedback originated from. Instead of providing a solution to a problem, this may escalate situations as the customer may assume you’re being defensive and trying to manipulate the situation.

If complaints are generated on social media, the complaints should be acknowledged on the same medium. Then support can take it up from there either through DMs or tickets. After which marketing feedback loop should be implemented once there is satisfaction, and then a campaign can be created out of it.

Must address concerns generated through implemented changes

For example, if users complain about the inability to access your products due to lack of breadcrumbs and poor navigation features — like the absence of a search tool, a short term solution may be to point them to categories or help them identify tags. But going further to introduce the features that’ll create a better experience would serve a longer-term purpose.

Changes implemented may be the focus of marketing feedback loop campaign

If the above approach is implemented, then a content marketing campaign around the customer’s feedback and the success achieved would be a welcome step. This would not only help attract more users through content marketing but would also show your brand as a listening one.

Conclusion

Getting content marketing and SEO right is critical to the success of your business if you’re competing online. Then the goal is to discover strategies that’ll keep your efforts successful and help you serve your users better. Marketing feedback loop helps you get this done.

Have you tried using a marketing feedback loop to optimize your SEO efforts? What results did you get?

Femi Haastrup is Founder and CEO of Femtrup LLC. He can be found on Twitter @Femihaastrup.

The post Four ways to use marketing feedback loop to optimize SEO efforts appeared first on Search Engine Watch.

Source:: searchenginewatch.com

How to check Google search results for different locations

google-regional-settings

One of the fundamental truths about SEO is that no two Google searches are the same.

The logic behind it is simple, things you’ve Googled, read and watched are stored for at least three months before your Web & App Activity is deleted, if at all.

This, together with data on devices you use as well as places you go – both in terms of location history and the current IP – lets Google deliver personalized results. While this is convenient, you end up in the infamous “filter bubble”.

In a world of highly customized SERPs on the one hand, and a host of ranking signals for local search Google uses in its algorithms on the other, pulling relevant ranking data is as challenging as it gets.

Luckily, there are a bunch of ways to pop the filter bubble, targeting the one thing that seems to be dominating personalized search – location.

Not only does it determine what users see in search results, but it also helps business owners address the issue of inconsistent SERP performance across their service areas.

The thing is, doing your local SEO homework doesn’t stop at continuous content improvement and link building, targeted specifically for local search. Poor performance can still be an issue – one that is oftentimes attributed to not having enough of a customer base in a certain location. Therefore, the problem can only be diagnosed by checking SERPs for the entirety of the geographical area covered.

Without further ado, let’s look at how you can fetch rankings for different locations manually and using designated tools – all from the comfort of your home.

Country-level search

First off, decide on the level of localization.

For brands working in multiple countries, pulling nationwide results is more than enough. For local businesses operating within a city, ranking data will differ district by district and street by street.

Check manually

So, say you want to see how well a website performs in country-level search. For that, you’ll need to adjust Google search settings and then specify the region you’d like to run a search for. And yes, you heard it right: simply checking that you have the correct TLD extension is no longer enough since Google stopped serving results on separate country domains a while back.

Now, in order to run a country-specific search manually, locate Search settings in your browser and pick a region from the list available under Region Settings.

Alternatively, use a proxy or VPN service – both work for doing a country-wide search.

Use rank tracking software

To automate the job, turn to the rank tracking software of choice, for example, Rank Tracker. The results will pretty much reflect the SERPs you fetched having manually adjusted search settings in the browser.

There you have it – non-geo-sensitive queries and multilingual websites performance tracking are all taken care of.

City-level search

Doing SEO for small or medium-sized business comes with many challenges, not the least of which is making sure your website shows up in local search.

Whether you have a physical store or simply provide services within a specific area, tracking ranking coverage on the city level will ultimately improve findability, and drive leads and customers.

Check manually

To manually run a search limited to a specific city, use the ‘&near=cityname‘ search parameter in your Google URL:

As the name suggests, “&near=cityname” lets you pull SERPs near a certain location. While this method is easy to master, many claim that it’s unreliable, with results often delivered for a larger city nearby.

city-level-search-in-google

Still, the trick is nice to have up your sleeve as a quick and sound way of checking city-specific rankings manually.

Another silver bullet of local search that is sure to hit the city target is Google Ads‘ Preview and Diagnosis Tool.

The Ad Preview and Diagnosis tool lets you pick a location, specify a language as well as user device – and fetch local SERPs regardless of your current whereabouts.

Use rank tracking software

Pretty much every rank tracking tool out there is able to run a city-specific ranking check.

Rank Tracker, Ahrefs, SEMrush, Whitespark, AccuRanker, BrightLocal – you name it – all boast the functionality and deliver local search results. That said, picking the right software for you and your business is a two-fold process.

First, take the time to look into the supported locations for search, since some of the tools, like Whitespark or SEMrush, have a somewhat limited location catalog. Second, you need to double-check that the software you’re most interested in is using their own database, with results relying on a well-designed and trusted crawler.

Doing this type of research helps you safeguard that you are able to easily see accurate SERPs for the location of your choosing.

In case you’re new to city-level ranking checks and/or baffled by the variety of options on the market, go for a single-dashboard tool: BrightLocal would be a perfect example of clean design and intuitive navigation.

Better yet, all data lives on BrightLocal’s website, which adds to the overall user-friendliness and lets you easily automate the monitoring of top search engines for multiple locations.

Street-level search

Google’s Local Pack is the place to be when running any kind of business. With over half of searches run from mobile devices, a single Local Pack may take up as much as an entire results page on a smartphone.

Both Maps and Local Pack results are extremely location-sensitive. Always keep that in mind while you’re doing your research. In order to verify that your business shows up for the right locations within a city, the search is to be narrowed down to a specific street address.

Check manually

Not to say that you cannot configure an address-specific search by yourself. Even manually, this is still perfectly doable.

However, unlike relying on a toolkit that would basically do the whole process for you, setting up a highly localized search in a browser involves multiple steps and also requires some groundwork.

  1. To start off, you need to get the exact geo-coordinates of the location you’d like to run the search from. When in doubt, use a designated tool.
  2. In your Google Chrome browser, open DevTools: navigate to the top right corner of your browser window and click on Tools > Developer Tools. You can also press Control+Shift+C (on Windows) or Command+Option+C(on Mac).

manually-checking-search-results-using-developer-tools

3. Navigate to the three-dot menu icon in the top right corner: from there, click More Tools > Sensors. This step is also the appropriate time to give yourself some credit for getting that far in Google search configuration.

4. In the Geolocation dropdown, select “Other” and paste your target longitude and latitude coordinates.

5. Run a search and retrieve the SERPs for the exact location you specified.

In case you aren’t particularly excited about a multistep search setup, try the Valentin app, it lets you check search results for any location with no DevTools involved.

Use rank tracking software

If anything, rank tracking for multiple precise locations is the one job you want automated and done for you by a tool that was specifically developed for local search.

There you have the idea behind SEO PowerSuite’s Rank Tracker designed to, among other things, pull hyper-localized SERPs for unlimited locations. Configure as many custom search engines as you wish. On top of that, set up scheduled tasks and have local search results checked autonomously.

Not only do I rely on Rank Tracker because it has been built by my team but also because it’s the only toolkit out there that automates what both Chrome and Valentin app help you configure manually. And of course, ranking data retrieved by the software is precise and easily exportable.

Another tool that lets you visualize – quite literally – any business‘ search performance across a service area is Local Falcon. Created for Google Maps, the platform runs a search for up to 225 locations within any area specified.

With an overview of your search performance at hand, you can make better targeting choices while expanding outreach and winning new customers.

Final thoughts

Given that there are as many SERP variations as there are searches, rank tracking may feel utterly discouraging: if no two users get to see quite the exact same results, why bother? Well, the sentiment is totally understandable.

But in fact, it all boils down to understanding the reasons behind tracking rankings in the first place.

Is it to see how quickly your SEO efforts transform into higher positions in SERPs? That’d be one. Is it to make sense of the changes in traffic and sales at every point and in every location? Sure.

Big and small, businesses today simply have to keep tabs on their rankings not just country-wide but even on a street-by-street basis. There is hardly any excuse to ignore a single metric here.

Not just that, in business as well as SEO there is no such thing as an unexplainable dynamic. And more often than not, you have to take a closer look to see the root of any problem.

We all understand that rankings in themselves aren’t the only metric of success. It’s not as straightforward as having more traffic, getting more business is the main goal.

But it shouldn’t in any way undermine the overall importance of tracking rankings as a tried and tested way of checking that your website is served among relevant search results.

Local search is all about making sure your customers see you and get to you. So use it to your best advantage – whether you go for checking manually or using rank tracking software.

Aleh is the Founder and CMO at SEO PowerSuite and Awario. He can be found on Twitter at @ab80.

The post How to check Google search results for different locations appeared first on Search Engine Watch.

Source:: searchenginewatch.com

5 B2B Brands Delivering Great Customer Experiences

Colorfully painted wooden planks image.

Colorfully painted wooden planks image.

Today’s B2B customers expect more B2C-like experiences, and here are five brands delivering great customer experiences that go far beyond the tired tradition of boring-to-boring.

Research from Gartner has shown that 89 percent of firms compete primarily on customer experience. Not all companies may be taking this to heart, however, as according to additional research some 60 percent of marketers fail to take into account consumer expectations, despite 95 percent seeing increasing expectations from customers.

Making memorable customer experiences a priority can help build successful campaigns and make for delighted customers, and with further recent research showing that just 14 percent of B2B survey respondents view customer experience and support as a top priority, there may be no better time to work on delivering great customer experiences.

2019 July 5 MarketingCharts Image

In the following randomly-ordered list, we’ll look at five B2B brands that are innovating with customer-pleasing digital experiences.

#1 IBM — IBM Industries Magazine

IBM Industrious Screenshot Image

IBM publishes both a print and digital version of a magazine, with its award-winning Industrious quarterly publication, featuring the top content from IBM Industries blog combined with exclusive insight from a variety of industry influencers.

Industrious was the winner of the Best Content Marketing Campaign at the B2B Awards USA in 2018, and offers a compelling example of how a large B2B firm is delivering great customer experiences.

IBM senior vice president of digital sales and chief marketing officer Michelle Peluso recently offered insight into some of the ways IBM has worked to deliver more agile experiences both internally and on the customer experience front. You can hear her episode of The CMO Podcast here.

[bctt tweet=““Client and customer needs are changing at a very rapid pace. We want to make sure IBM is interacting with the people who use our systems, software and services—not just the person making the purchase decisions.” @MichelleaPeluso“ username=“toprank“]

Adding relevant influencer content is a proven method to drive engagement, build trust, and create digital experiences that are truly interesting and helpful.

[bctt tweet=““It’s not enough to simply make people aware of our brands — we need to instill an immediate sense of credibility, so that trust is being established in the very first interactions.” — Nick Nelson @NickNelsonMN“ username=“toprank“]

#2 3M — Science Champions Podcast

3M Science Champions Screenshot Image

At TopRank Marketing we are B2B influencer marketing specialists, and have recently worked to feature influencers in our client 3M’s Champions of Science series of podcasts.

Recent industry experts appearing on Champions of Science have included Professor Stephen Curry, Department of Life Sciences at Imperial College London, Dr. Suze Kundu, Materials Chemist and Science Presenter, Chris Gammell, Principal, Analog Life, LLC, and Matt Hartings, Associate Professor of Chemistry at American University.

Using podcasting can be a great way to up your customer experience game, and we’ve recently taken a look at how B2B marketers can promote podcasts, and have also gathered together an industry-leading list of top marketing-related podcasts, which you can find here:

[bctt tweet=““If you’re at an enterprise-level organization, you have a built-in audience. Encourage your employees to listen to each episode and share it with their social networks.” — Joshua Nite @NiteWrites“ username=“toprank“]

#3 Businessolver — 2019 State of Workplace Empathy

Businesssolver Screenshot Image

Employee benefits administration technology firm Businessolver sought to connect with customers through conducting a study of empathy in the workplace, causing professionals to take a close look at what has recently been seen as the rising importance of empathy among workers in all fields.

Businessolver’s 2019 State of Workplace Empathy study highlights why workplace empathy should be an important part of company efforts, offering an online asset that can be cited and used by customers and their firms.

[bctt tweet=““93 percent of employees say they’re more likely to stay with an empathetic employer.” @businessolver“ username=“toprank“]

At this year’s Cannes Lions International Festival of Creativity, greater incorporation of empathy and intuition in marketing processes was seen as a key trend for 2020, along with learning to better recognize the individuals behind the data. Take a look at more in “6 Cannes Revelations About B2B Marketing in 2020.”

[bctt tweet=““Content marketing requires putting the empathy you have for your audience to a constructive purpose.” — Joshua Nite @NiteWrites“ username=“toprank“]

#4 Marketo — Guide to Lead Generation

Marketo Lead Generation Screenshot Image

Each year marketing software firm Marketo creates a Guide to Lead Generation, with helpful insights for customers made available on an array of easy-to-access social media platforms including Facebook, LinkedIn, SlideShare, and Google, as well as the firm’s own site.

[bctt tweet=““We live in a hyperconnected world where our brands aren’t controlled by us anymore. They’re controlled by our customers. The brand is being defined by the buyer.” — Marketo CEO @nstevenlucas“ username=“toprank“]

Offering helpful digital assets is just one of many successful methods to deliver great customer experiences. We’ve explored numerous additional ways savvy B2B marketers can offer memorable customer experiences in these recent articles:

[bctt tweet=““If your lead gen efforts aren’t connecting, start by getting a more accurate picture of your buying audience. Use social listening. Ask them questions. Talk to sales and customer service to refine your personas.” — Joshua Nite @NiteWrites“ username=“toprank“]

#5 Emerson — We <3 STEM / 2019 STEM Survey

Emerson STEM Screenshot Image

Global technology and engineering firm Emerson has worked to increase the next generation’s interest in Science, Technology, Engineering, and Math (STEM), and has conducted and released its 2019 STEM Survey.

Emerson CMO Kathy Button Bell recently shared some of the innovative initiatives the company is taking to build successful customer experiences, in an interview with Drew Neisser of AdAge.

“Empowering individuals of all ages and backgrounds with the tools necessary to thrive in STEM is a crucial step in solving the growing talent gap across several key industries,” Bell recently told Power Engineering. “We have long been dedicated to fostering a culture at Emerson that attracts and advances women through a variety of initiatives, including our 4,000-member Women in STEM group, which provides support and mentoring for our female engineers globally,” Bell added.

[bctt tweet=““To raise new questions, new possibilities, to regard old problems from a new angle, requires creative imagination and marks real advance in science.” — Albert Einstein“ username=“toprank“]

How To Deliver Great Customer Expectations

Expectations Typewriter Image

When it comes to delivering great customer expectations, IBM, 3M, Businessolver, Marketo, and Emerson have given us five examples of what can be done with award-winning effort, sizable resources, and an abundance of time.

Considering the extensive effort required to produce top-quality customer experiences today, many B2B brands are turning to professional agency help from firms such as TopRank Marketing, the only B2B Marketing agency offering influencer marketing as a top capability in Forrester’s most recent “B2B Marketing Agencies, North America, Q1 2019” report.

You can also learn more on these subjects by joining us at upcoming speaking events and conferences. Our CEO Lee Odden will be speaking at Content Marketing World next week, where on September 3 he’ll be presenting „How to Develop a B2B Influencer Marketing Program That Actually Works“ with Amisha Gandhi of SAP, and a solo session on September 4 exploring „Content Marketing Fitness – 10 Exercises to Build Your Marketing Beach Body.“

Our Senior Director of Digital Strategy Ashley Zeckman will also be speaking at Content Marketing World, in „Guardians of Content Vol 1: How to Scale B2B Influencer Content to Save the Galaxy.“

The post 5 B2B Brands Delivering Great Customer Experiences appeared first on Online Marketing Blog – TopRank®.

Source:: toprankblog.com