Kategorie-Archiv: SEO

Clubhouse: popular kids’ hangout or a true asset for brands’ community building?

30-second summary:

  • Find out how Clubhouse differentiates itself within the sea of social media apps
  • Clubhouse has turned its voice-only design from a potential constraint into its key strength
  • Users are able to multi-task while staying on the platform as background chatter (like in a coffee shop!)
  • Because the app is so new and fresh it took some time, but many brands are now using Clubhouse
  • Wherever there are influencers, advertisers aren’t far behind
  • Just this week Clubhouse announced a new monetization feature, Clubhouse Payments, as “the first of many features that allow creators to get paid directly on Clubhouse”
  • Now might be a good time to consider building an online community to add value and deepen the connection with your audience, here’s how

Clubhouse is the latest entrant into the ring of popular social media apps. The pandemic fast-tracked broader usage and many A-list celebrities have adopted the platform pivoting it into a more mainstream space and conversation. Clubhouse is an audio-only network that has become a disruptor to more mainstream social media channels and has provided a breath of fresh air and a much-needed distraction for those of us suffering from video and zoom fatigue.

It’s a welcome change for many of us as the app is built on a voice-led, live, concept and hosts conversations around very impromptu and diverse topics. The topics vary and the app is still limited however as more people continue to get invited a broader array of lifestyle and societal conversations will continue to blend into the feeds.

Clubhouse exclusivity: pro or con?

The MAJOR problem with the app is that the allure still is around its exclusivity. You can’t join unless you’re invited (and using an iPhone) and for many who have heard of Clubhouse but haven’t joined or been invited it’s a big problem for major expansion.

The “voice only” advantage

One notable differentiator for Clubhouse is that it’s managed to turn its voice-only design from a potential constraint into its key strength. Users are able to use the app as passive background chatter while doing other work and listening in which is a breath of fresh air for many multi-tasking marketers such as me.

Real-time conversations: the heart of what makes Clubhouse tick

The reason Clubhouse is different and exciting is because it’s synchronous. It’s happening live and never again. If you’re not there, you will miss the conversation forever. Traditional social media channels are asynchronous. You can access and revisit content and review or engage at any time that works for you and catch up at your own pace. Rooms can be recorded if permission is granted, but that is seemingly rare as the value is in the authenticity of real-time communication and conversation.

As an excited and relatively new Clubhouse user, I’m trying to figure out the value of the platform for my clients as well as myself. This got me thinking about how brands can use Clubhouse to build an online community to add value. Clubhouse is a platform centered firmly on creators, not brands, at least for now. A creator can certainly be a brand leader working to expand thought leadership and build community or interest for a brand but within the Club the conversation is around authenticity and the person and NOT the bigger brand.

How brands can use Clubhouse to add to build an online community that adds value

I asked several of my friends and industry colleagues for their opinions on the platform and I found their answers to be useful and inspiring and noteworthy. Below are several responses relevant to the conversation of how brands can use Clubhouse to add to build an online community to add value.

  • Amberly Hilinski, Director of marketing at SodaStream International said “Clubhouse is weighing the reward of facilitating and respecting relevant content you don’t own. Long lead earned media for brand owners who have the privilege (or budget) to think in terms of years and not quarters. As the inevitable stampede of influencer dollars roll in, I worry how the conversations shift and how many truly “tune-in” worthy guests are booked.”
  • Margaret Molloy, CMO of Siegel + Gale said, “Time is the primary challenge for many thought leaders, a major consideration is whether we want to dedicate the effort to build a following on another platform. This is especially true for B2B leaders with an active social graph on LinkedIn and/or Twitter already. Clubhouse is centered firmly on creators, not brands, at least for now. A creator could be a brand employee hosting a community as a thought leader/community builder, however, it’s about the person, not the corporate brand.”
  • Ashley Stevens, Brand, Content & Experiential Marketing Expert said, “Brands can use Clubhouse as an extension of another online community or event. It’s a great place to “continue the conversation” and develop more personal relationships with current and potential clients.
  • Rob Durant, Founder of Flywheel Results said, “Brands cannot use Clubhouse the way they have used other platforms. There’s no automating it, There’s no outsourcing it, There’s no editing it, There’s no photoshopping it. People only get to know you when you show up and are fully present. That being said, Brands, even B2B Brands, CAN use Clubhouse. They just need to facilitate conversations instead of dominating them.”
  • Danielle Guzman, Global Head of Social Media at Mercer added, “Clubhouse is an opportunity for brands to rethink how they engage with their audiences. Most brand social channels are broadcast channels, very few have conversations with their audiences, because of resource constraints, lack of know-how, compliance reasons, and other concerns. Platforms like Clubhouse and the audio tools that Twitter, LinkedIn, and other platforms are working on will challenge corporates to review & redesign how they social up on social media.

It’s taken some time, but brands are now joining the Clubhouse conversations. Many of my colleagues remained dubious of the long-standing return and the overall future of the platform and insisted that brands should concentrate efforts in places providing maximum return. Clubhouse lacks analytics and tangible metrics to measure the investment of time and energy for brands.

Closing thoughts

I remain interested and active on the platform for now I’m cautious that it’s the “popular kids” hangout and the allure and interest is largely based around buzz. Certainly, brands can and should listen into ongoing conversations and get ideas on the audience tuning in and having conversations. Brands who listen to ideas and have a pulse on the culture and content their market is exposed to will have a long-standing advantage and edge.

Wherever there are influencers, the advertisers aren’t far behind. As it stands today, Clubhouse still is limited with around two million active weekly users on the app. It offers what every advertiser wants – a highly targeted, used in one contained place, but the question remains of how and when to get advertisers involved.

Just this week within Clubhouse’s blog post, the startup announced a new monetization feature, Clubhouse Payments, as “the first of many features that allow creators to get paid directly on Clubhouse.”

This is the first step towards monetizing Clubhouse and the first of what many assume will come towards steps to monetize the platform.

As Twitter, LinkedIn, and other audio apps emerge Clubhouse will quickly have to adapt and make some changes if it wants to become a mainstream platform for brand marketers. It will be interesting to see how it all unfolds over time!

Mariss Pick is a social & digital strategist and Senior Marketing Director at Marissa Pick Consulting LLC. Marissa can be found on Twitter @marissapick.

The post Clubhouse: popular kids‘ hangout or a true asset for brands‘ community building? appeared first on Search Engine Watch.

Source:: searchenginewatch.com

SEO Harmony: Why B2B Marketers Need To Integrate Search With Content Strategy

People pushing giant puzzle pieces together at sunset.

People pushing giant puzzle pieces together at sunset.

Siloed and segmented SEO and content strategies work against B2B marketing success, but can they come together and work to compliment one another?

The best SEO specialists can use their skills to make even the most boring B2B content shine in the search engine spotlight — for better or worse, as the case may be.

The very top content creators can craft fantastic digital assets that are often able to rise to the heights of search success with little to no accompanying SEO.

Both of these scenarios are all-too-familiar in B2B marketing efforts, however segmented SEO and content don’t need to be so separate, and indeed the best efforts occur when both SEO and content practitioners or teams work together in harmony.

Let’s take a look at why it’s important for SEO and content marketing to achieve harmony, including actionable steps to help start making the change.

SEO Specialists Gain By Reaching Out To Content Teams

Just as old-school account-based-marketing (ABM) has evolved into the type of marketing automation journey that Jon Miller, chief marketing officer at Demandbase, recently spoke about in “Find, Engage and Close: Demandbase’s Jon Miller on Recasting the B2B Marketing Automation Journey,” savvy practitioners of SEO are also evolving their processes to learn more about the content marketing landscape.

In the ABM world it’s the sales and marketing teams that benefit from learning more about each other’s unique goals, struggles, and strengths.

Similarly, SEO and content marketing stand to see improvements when their teams can see each other with greater clarity and understanding.

Some of the ways SEO practitioners are increasing their understanding of content marketing and cross-team learning include:

  • Scheduling regular formal or informal time together with content teams
  • Streamlining the process of sharing between SEO and content teams
  • Bringing in live or viewing taped virtual content marketing guest speaker presentations

When SEO specialists are able to work more closely with content creation teams, they’ll learn just what it is that sets the organization’s content apart from the competition, which makes it much easier when it comes time to focus SEO efforts on specific areas.

We put together a list of top SEO trends from 12 search industry influencers, which can offer insight for content marketers looking to learn more about the latest concerns than SEO professionals are facing today — you’ll find it in a recent infographic, “Infographic: SEO In 2021 — 12 Influencers Share Their Best Tips For The Road Ahead.”

Additional resources that content marketers can use to learn more about the importance of SEO include the following articles we’ve published on the subject:

[bctt tweet=“Marketers need to break free over the next 10 years by radically changing how they work with sales, stopping the baton hand-off model and moving much more of an integrated team. ” — Jon Miller @jonmiller“ username=“toprank“]

Audience Insights Benefit Both SEO & Content Marketing

Organizations can strengthen both SEO and content marketing efforts by giving each team accurate audience insight data, whether it’s what potential or current customers are seeking to learn more about, or demographic information that can help better inform SEO targeting efforts.

What barriers prevent this audience insight data from reaching the SEO and content teams at organizations?

Sometimes it’s simply that this data isn’t being actively collected, so often there isn’t anything new to share. Other times communication process hurdles prevent the sharing of helpful audience insight information.

Aligning interdepartmental communications is an important part of any company’s success, and not only in marketing. As Jon Miller has noted, with today’s B2B buyer journey being so complicated, a simple baton hand-off approach doesn’t work, Jon observed, and instead has encouraged a team approach more like the way a soccer team functions, passing customer engagement and insight data back and forth as needed, in a coordinated way.

Search practitioners looking to gain new insight into the world of content marketing and the concerns content professionals are facing today can learn more in the following articles we’ve published on the topic:

[bctt tweet=““Segmented SEO and content don’t need to be so separate, and indeed the best efforts occur when both SEO and content practitioners or teams work in harmony.” — Lane R. Ellis @lanerellis“ username=“toprank“]

Content Teams Thrive By Making SEO A Fundamental Concern

Content creation teams at organizations with dedicated SEO departments often have a certain amount of fear when it comes to the technical intricacies of search optimization.

By nature SEO works in an ever-changing environment dictated by the ceaseless updates and refinements implemented by Google and other search engine firms, which leads many to see SEO as being more of a math and programming oriented job than the generally word-smithing and grammar-driven practice of content marketing.

When it comes down to it, however, the two aren’t so different when we consider the commonalities that both practices share. Both SEO and content marketing teams strive to:

  • Increase content visibility
  • Raise audience engagement levels
  • Surface best-answer content

Just as SEO teams can learn more about great content marketing from occasional guest speakers or lunch-and-learn sessions, content professionals can gain newfound understanding of the search optimization process when search industry expects can share their knowledge and passion.

By demystifying the sometimes murky waters of SEO efforts, search professionals can enlighten content marketers with data and other insight that will make content marketing efforts more streamlined and ultimately more effective.

[bctt tweet=““By demystifying the sometimes murky waters of SEO efforts, search pros can enlighten content marketers with data and other insight that will make content marketing efforts more streamlined and ultimately more effective.” @lanerellis“ username=“toprank“]

United SEO & Content Form A Powerful B2B Marketing Union

via GIPHY

The more aligned your organization’s SEO and content marketing efforts can become, the greater their combined power is, to build and promote content that can reach heights that aren’t possible when using just one of these two important ingredients.

Most B2B efforts include both SEO and content marketing elements, yet until both teams have truly understood what each does, campaigns will likely suffer from a lack of a cohesive and united marketing front.

We hope that the ideas and practices we’ve shared here will help unite and harmonize your own search and B2B content marketing efforts.

Creating harmonious and award-winning B2B marketing takes significant effort, which leads more firms than ever to choose working with a top digital marketing agency such as TopRank Marketing. Engage with us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post SEO Harmony: Why B2B Marketers Need To Integrate Search With Content Strategy appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

Going beyond keywords: how conversational insights take the guesswork out of marketing

conversational insights and keywords - Spectrm

30-second summary:

  • Keywords represent the tip of the iceberg when it comes to understanding consumer intent
  • Using AI-powered chatbots, conversational data that occurs over messaging channels like Facebook Messenger and Instagram Messaging can give businesses a deeper understanding of what consumers want
  • Below, we’ll discuss how conversational marketing platforms like Spectrm use natural language processing (NLP) and artificial intelligence (AI) to guide customers through the buying funnel
  • A robust conversational marketing platform makes it possible for companies to build chatbots that engage and convert customers on the websites, apps, and social platforms where people spend their time

For more than two decades, Google and other search engines have attempted to crack the consumer intent code. The entry point for a search marketing campaign is the keyword list. Yet keywords—whether spoken or typed—represent the tip of the iceberg when it comes to understanding what a user wants. There’s no way to clearly measure (or identify) user intent, but Google is getting better at figuring out what a user wants with technologies like Google Hummingbird, an algorithm update they rolled out in 2013. Google introduced Hummingbird in response to the increasingly conversational nature of search queries.

Per a 2013 article in Wired, “Google is now examining the searcher’s query as a whole and processing the meaning behind it.” In January 2020, Statista reported roughly 40 percent of US search queries contained four or more terms.

Asking a search engine or virtual assistant a question is the beginning of a conversational journey that carries the searcher across channels until they ultimately find what they want (or not). Keywords pull the curtain of intent back, but they only provide a glimpse of the customer journey, labeling the searcher’s thoughts without revealing the “why” of what they’re searching for.

Once a user clicks on a search result, the conversation—from the search engine’s perspective—is over.

But thanks to advances in natural language processing (NLP), machine learning (ML), and artificial intelligence (AI), businesses have access to a much deeper understanding of what consumers want across the entire buying journey.

AI-powered chatbots that “speak” to consumers can collect customer intent data and take the conversation beyond an initial keyword query. They enable businesses to leverage that customer intent data instantly to scale one-to-one personalization in direct chat.

Below, we discuss how conversational marketing platforms employ NLP and AI in chatbots to guide customers through the buying funnel, using conversational analysis to gain an understanding of customer intent that goes far beyond keywords.

Content created in partnership with Spectrm.

The customer conversation is online

According to Hootsuite’s Digital In 2020 report, 60 percent of the world’s population is online. The report found that, globally, users spend an average of 6 hours and 43 minutes online each day—40 percent of their waking life using the internet. A large chunk of that time, more than two hours, is spent using social media.

Consumers were using mobile messaging and chat an average of 20 minutes per day in 2020, with Business Insider predicting that the average would grow to 24 minutes by 2021. Interacting with chatbots is a natural extension of consumers‘ comfort with messaging in social media apps like Facebook and Instagram.

Increasingly, messaging is how we connect with each other. Facebook and Instagram are at the center of this trend. Businesses have the potential to reach and engage with over two billion people on Facebook and Instagram using their respective messengers. This level of engagement gets to the root of consumer intent, diving beneath surface keywords to the conversational data that can help companies understand what’s motivating the consumer to conduct their search in the first place.

Leveraging conversations to drive results

Conversational marketing platforms use messaging apps to engage with consumers and determine intent. This is next-level chatbot technology that uses AI to create a two-way exchange with every customer, asking them questions throughout the buying process and capable of operating on multiple messaging channels.

Spectrm is an example of a conversational marketing platform that goes beyond simple, generic approaches to conversational AI by using domain-specific NLP to guide consumers through the customer journey. Generic conversational AI uses general NLP that can be used for simple tasks like autosuggestions and basic keyword matching. Domain-specific NLP is trained for the individual business. Spectrm’s approach to conversational AI combines domain-specific NLP with the use of generative adversarial networks, a type of machine learning that enables enterprises with little or no customer intent data to quickly generate their own data sets to train the algorithm.

“Marketing chatbots that use domain-specific NLP learn how your individual customers speak. The customer intent data specific to your business, customers, and goals are used to continuously improve your chatbot. It’s about understanding how your customers engage naturally with your brand, and training your bot to respond to that to drive outcomes valuable to your business. Even if you don’t have a lot of conversational data to train your bot.” – Writes Spectrm

Chatbots are only part of what makes conversational marketing platforms work. Platforms like Spectrm operate across multiple messaging channels where consumers spend all their time including Facebook Messenger, Instagram Messaging, Google Business Messages, and even at the display level via conversational display ads using AdLingo and Google DV360.

Consumers like chatting with businesses. They’re already moving through the buying cycle using one-on-one conversations that provide much more in-depth intent data than a simple keyword search. Consider the follow statistics:

  • 75 percent of consumers prefer to engage with brands in private messaging channels versus traditional channels
  • 65 percent of people are more likely to shop with a business they can reach via chat

Conversational data = More targeted campaigns

Conversational data can be used to create marketing campaigns that are more targeted than traditional search and display campaigns. They enable businesses to design targeted messaging around the customer journey, learning what customers want/need in the context of how they’re interacting with the chatbot.

Conversational data also enables businesses to create customer profiles using the answers people provide in chat. Personalization and segmentation become easier based on the granularity and specificity of conversational data. This information can be used to personalize marketing messages at a one-to-one level directly in chat.

None of this is possible without the right platform. Some factors to strongly consider while evaluating an enterprise-level conversational marketing platform would be:

  • An easy to implement, no-coding setup
  • Customizations for your specific company and customer needs
  • Easy integrations with your tech stack
  • Enforcement of the highest privacy standards (GDPR, CCPA, and the others)
  • Connection to your product feed (for ecommerce websites) and ability to serve product recommendations/content in real-time based on user input
  • Flexible role management with the ability to set user access roles

Tools like Spectrm are at the heart of marketing automation, enabling companies to acquire new customers at scale. A robust conversational marketing platform makes it possible for companies to build chatbots that engage and convert customers on the websites, apps, and social platforms where people spend their time—no engineering resources needed.

Just like search engines, conversational intelligence tools effectively use language to get to the heart of consumer intent. They go beyond keywords to make every datapoint actionable, using chatbot analytics to optimize funnels and segment customers.

In Spectrm’s words, “Reaching the right audience is getting harder every day. Consumers are more curious, demanding, and impatient than ever. They expect their digital experiences to be personalized, instant, and effortless. Chatbots enable brands to connect with their audience personally and offer seamless customer experiences from the start.”

To view Spectrm’s offerings, click here.

The post Going beyond keywords: how conversational insights take the guesswork out of marketing appeared first on Search Engine Watch.

Source:: searchenginewatch.com

5 Striking Insights On Successful B2B Marketing Engagement

Hands forming a heart image.

Hands forming a heart image.

How important is engagement in B2B marketing?

To say that engagement plays a crucial role in creating successful B2B marketing content is an understatement, as it’s how we connect with customers, and a key element in the process of building trust and the desire to continue interaction with a brand.

Engagement is also a fundamental building block of content marketing, offering many innate benefits well worth the effort it often takes B2B marketers to properly achieve.

To get that process started, let’s take a look at five striking insights on successful B2B marketing engagement, from some of the top marketers in the industry today.

1 — Brian Solis

„Meaningful customer engagement starts with discovery,“ Brian Solis, global innovation evangelist at Salesforce, observed in our groundbreaking 2020 State of B2B Influencer Marketing Research Report.

The time is right to look at engagement in new ways, and even to reinvent it, Brian has explained.

„B2B marketers now have an opportunity to re-imagine engagement to ignite a new type of connection with customers. Beyond designing for and measuring the potential for engagement, design for humans and their intentions, needs, and desired outcomes. Engagement becomes a function of intent and purpose,“ Brian added.

Brian has a lot to say about engagement and how it combines with influence and thought leadership to extend beyond traditional B2B marketing, and you can learn more in the following interviews and articles we’ve authored that feature Brian:

[bctt tweet=““Meaningful customer engagement starts with discovery.” — Brian Solis @briansolis“ username=“toprank“]

2 — Jon Miller

Jon Miller

Engagement is also a key consideration in sales and marketing alignment, and Jon Miller, chief marketing officer at Demandbase, has placed it in his „find, engage, and close“ process of achieving B2B marketing and sales alignment.

“You need to engage with buyers in a trusted, relevant way on their own terms. It’s about knowing where they are in their journey and using intelligence and insights to know when and how to engage at each point,” Jon noted.

An important step in utilizing the new realities of B2B marketing and sales alignment is engagement, Jon has noted, where the identified accounts are engaged, aligning your interactions with the buyer’s journey.

Get more insight into Jon’s B2B marketing automation process in our recent article, „Find, Engage and Close: Demandbase’s Jon Miller on Recasting the B2B Marketing Automation Journey.“

[bctt tweet=““You need to engage with buyers in a trusted, relevant way on their own terms.” — Jon Miller @jonmiller“ username=“toprank“]

3 — Amisha Gandhi

Amisha GandhiAmisha Gandhi, senior vice president of marketing at Tipalti, sees the right kind of engagement as key to producing the best brand outcomes — and the kind of engagement that is often driven by utilizing the power of B2B influencer marketing.

„Working with the right influencers, you build credibility with the audience you are trying to reach,“ Amisha has noted.

„Influencers can help you deliver content that solves problems, educates and inspires your intended audience. The biggest benefit is the engagement, how you can work with your influencers to create meaningful engagement that leads to the right outcomes for your brand,“ Amisha shared with our CEO Lee Odden in an insightful look at, „How the Most Successful B2B Marketers Approach Influencer Marketing in 2021.“

Engaging online experiences are more important than ever in 2021, and B2B marketers need to provide them in compelling ways, Amisha has noted.

„People are looking at creating more engaging online experiences and virtual experiences now,“ Amisha told Lee in an insightful and far-reaching interview in, „Inside Influence 6: Amisha Gandhi from SAP on the Power of Mutual Value in B2B Influencer Marketing.“

[bctt tweet=““Influencers can help you deliver content that solves problems, educates and inspires your intended audience. The biggest benefit is the engagement.” — Amisha Gandhi @AmishaGandhi“ username=“toprank“]

4 — Ardath Albee

Ardath Albee

„Engagement and experiences are critical for company growth,“ Ardath Albee, interim vice president of marketing at Modus, observed when looking ahead towards the top trends B2B marketers can expect in 2021, in „Top B2B Marketers Share their Content Marketing Predictions for 2021.“

„Interactive content will become a mainstay in demand gen and sales enablement programs in 2021 and beyond,“ Ardath explained.

„From virtual product tours to 3D virtual experiences, to value assessments and Digital Sales Rooms – marketers who want to facilitate the end-to-end buying experience with outcomes that prove contribution to revenue will increase focus on interactive content. They’ll up their game, moving beyond quizzes and surveys to content that resonates by getting buyers to actively pursue conversations with the companies that get them involved in what it takes to buy with confidence,“ Ardath added.

Along with engagement, personalization is now more a part of the equation for success than ever.

„In B2B, we don’t need to know their shoe size and we don’t need to talk about their gender. We don’t need to know they live in the suburbs and have a wife, two kids, and a dog, and they drive a red Corvette,“ Ardath noted.

[bctt tweet=““Engagement and experiences are critical for company growth.” — Ardath Albee @ardath421″ username=“toprank“]

5 — Lee Odden

Lee Odden

Engagement is especially important when in comes to executive thought leadership in today’s B2B marketing landscape, which often leads to a challenge, our CEO and co-founder Lee Odden recently observed.

„Peer engagement can be difficult for busy executives and connecting with others at the top of their game can be mutually valuable and energizing for all involved,“ Lee noted in a fascinating look at „Brandfluence – Why Growing Executive Influence is Essential for B2B Marketing.“

Lee has also advocated for creating trusted B2B content that is findable, credible, and experiential, as he recently predicted:

  • Findable — SEO is more important than ever for B2B content marketers as buyers increasingly rely on digital channels like search to find the information they need across the entire sales journey. Fresh topic research to reflect new buyer preferences plus content and link optimization will raise the bar on being the best answer for customers at the very moment of need.
  • Credible — Buyers‘ increasing distrust of brand marketing and messaging plus the shift towards digital channels has accelerated the impact that subject matter experts are having with content credibility, quality and distribution. B2B brands will raise the bar on content credibility by partnering with external influencers while building the internal influence of their executives through content collaborations.
  • Experiential — Video has become the price of entry for B2B customer attention but there’s more to creating great marketing experiences and in 2021 successful B2B brands will raise the bar on customer experience with better virtual events, personalization, episodic brand content, more interactive content and increasingly collaborative content.

[bctt tweet=““The lessons we’ve learned from creating trusted content that reaches and engages B2B customers for some of the top B2B brands in the world will become the new normal in 2021.” — Lee Odden @LeeOdden“ username=“toprank“]

Engage: Your Unexplored Galaxy of B2B Marketing Success Awaits

Engagement is broad in scope yet can take pinpoint precision to master in B2B marketing, and we hope that the five examples we’ve shared from Brian, Jon, Amisha, Ardath, and Lee will help propel your own efforts to engage to newfound levels of success.

Creating engaging and award-winning B2B marketing takes significant effort, which leads many firms to choose working with a top digital marketing agency such as TopRank Marketing. Engage with us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.

The post 5 Striking Insights On Successful B2B Marketing Engagement appeared first on B2B Marketing Blog – TopRank®.

Source:: toprankblog.com

Mobile-first and Core Web Vitals: connecting the dots for page experience success

mobile-first understanding core web vitals

30-second summary:

  • The Mobile Experience is critical for all categories when looking at Core Web Vitals (CWV)
  • Image compression seems to be a leading challenge for leading brands
  • Pages doing well for CWV tend to be informational in nature
  • Retail, in particular, could see significant disruption if second-tier retailers receive a boost
  • Across all sectors, there is opportunity and time for improvement and preparation as long as issues are addressed as a business priority
  • Enterprise Search and Digital Marketers need to prescribe the right course of action to meet core vital benchmarks
  • They must also convince the rest of the organization that the efforts will be worth the results

The long-awaited implementation of mobile-first indexing is now upon us, meaning that content visible only on desktop will be ignored from this point on by the world’s largest search engine. Mobile-first has been a priority of Google’s for years as the beat of the user experience drum has grown to a crescendo.

A few short months from now, the Page Experience update as a whole will roll out, too. Page experience “measures aspects of how users perceive the experience of interacting with a web page,” according to Google and consists of five major Search signals.

Hopefully you’re familiar with at least four of these, as they’ve been in play for some time. Mobile-friendliness, safe-browsing, HTTPS-security, and intrusive interstitial guidelines have each been rolled out and updated as Google has sought to keep pace with evolving consumer expectations.

So what’s new?

In May, signals from a new metric called Core Web Vitals (CWV) will combine with these existing four signals for one mega-metric called Page Experience. BrightEdge (my company) conducted a study into CWVs preparedness and mobile-first compliance to determine the potential impact on sites in four major industries. But first, it’s important to understand the CWV opportunity and the relationship between this new set of metrics and the mobile-first index.

Demystifying Core Web Vitals

Before we go any further, note that CWVs are not a guideline that could instigate a penalty if not followed. Cloaking is one such example of a violation of Google’s Webmaster Guidelines, and if you’re caught out at it you run the risk of being penalized by Google.

Core Web Vitals, on the other hand, is an opportunity. If you fail to meet the thresholds for each of the three major areas of focus that make up the CWV signal, you won’t get a penalty. But you will miss out on the rankings boost available to those who meet the standards.

And what are those standards?

Meeting one of two of these goals won’t suffice; Google has confirmed that all three must be met in order to see the rankings boost available via CWV. You can read more about these important metrics here.

Core Web Vitals and mobile-first go hand-in-hand for search UX

Safe browsing, HTTPS security, and intrusive interstitial guidelines are fairly straightforward — you’re either in line with the guidelines or you’re not.

Mobile-first and Core Web Vitals are more complex, consisting of a greater volume of moving parts, and therefore are getting the lion’s share of webmaster attention as the May rollout looms. Hosting, site structure, image optimization, and more can all impact how your site loads on mobile. James Parsons recently shared a 28-point checklist of optimizations to work through as you’re preparing for CWVs that every webmaster and SEO should check out.

core web vitals are part of the google ranking factors

Mobile-first has an outsized impact due to its influence on local search experience, as well. Considering that 60 percent of mobile searches have local intent, the vast majority of businesses cannot afford to ignore Google’s emphasis on the mobile index. When local consumers are out in their neighborhoods searching for nearby businesses to meet their needs, it’s imperative that the website loads lightning-fast.

So how are businesses doing at preparing for the Page Experience update? BrightEdge (my company) recently conducted research that compared top sites in different industries to see how vulnerable each is to the May update. We currently have no way to gauge just how impactful the introduction of CWVs to the ranking algorithm will be, and so wanted to both explore preparedness and establish a baseline.

Here’s what we found.

Which sites stand to benefit from the Core Web Vitals boost?

We analyzed over 1,500 URLs across four industries for the purpose of this study:

  • Education (253 URLs)
  • Finance (328 URLs)
  • B2B (302 URLs)
  • Retail (689 URLs)

Rather than using the homepage, we selected the URLs responsible for driving organic traffic for each site. For each webpage, we measured Share of Voice for the top 500 keywords in each industry, analyzed mobile page speed performance using the Crux database, and evaluated adherence to Core Web Vitals using the parameters:

  • Largest Contentful Paint: Less than 2.5 Seconds
  • First Input Delay: Less than .1 Second
  • Cumulative Layout Shift: Less than .01

As it turns out, some industries are better prepared than others for the Page Experience update, as reflected in these findings of what percentage of URLs would receive the Core Web Vitals rankings boost if it rolled out today:

  • 24 percent of Finance URLs
  • 13 percent of B2B URLs
  • Five percent of Education URLs
  • Less than one percent of Retail URLs

As you can see, there are massive seats at the table for brands that act now to get in line with this impending update. First-movers will enjoy the benefits of this ranking boost when it hits. The full findings can be found here.

  1. LCP has an impact on user bounce rates and reducing the time to First Contentful Paint can improve conversions by up to 15 percent
  2. CLS impacts conversion as layout shift annoys users and disrupts their experience
  3. FID is key in your site’s ability to respond to the action a user wants to take. helps a website respond more quickly to the actions your audiences take
  4. Enterprise sites built on apps that require a lot of scripts to execute are creating complexity and potentially significant investment to bring in line with CWVs

Here are some of our findings by industry.

industries that are preparing for the core web vitals

Education

  • More than 50 percent of pages met all three CWVs criteria on desktop
  • Job listings sites like Indeed.com most often met the CWV thresholds

education sector stats on core web vitals and mobile-first

Finance

  • More than 60 percent of pages met all three CWVs criteria on desktop
  • Banking and brokerage sites struggled while informational resources such as Investopedia excelled

finance sector stats on core web vitals and mobile-first

B2B

  • Close to 70 percent of pages met all three CWVs criteria on desktop
  • Informational and definition-type pages performed best, while transactional content struggled

B2B sector stats on core web vitals and mobile-first

Retail

  • More than 50 percent of pages met all three CWVs criteria on desktop
  • Again, informational resources such as Tech Radar and Consumer Reports performed best

retail sector stats on core web vitals and mobile-first

It is worth mentioning that in retail, multiple product listings from the same domains dominated share of voice, resulting in a higher proportion of retail URLs being tested. We did not see a single example of major online retailers (Amazon, Target, and the others) winning a share of voice with their homepages – rather, their organic traffic is being fueled by product and category pages.

We hypothesize that page attributes such as hero images of products and promotional pop-ups are driving non-compliance for the largest contentful paint and layout shift.

Key Takeaways

Core Web Vitals signals and the larger Page Experience set of metrics are sure to be impactful, but they are among many signals that indicate to Google that your webpage offers a safe, positive, and useful experience for the searcher. This is the heart and soul of every update Google makes and should therefore be the driving force in your SEO strategy.

Keep these findings in mind as you prepare for the Page Experience update and implementation of Core Web Vitals as Google ranking signals:

  • Mobile experience is impactful and critical to optimize for across all industries.
  • Image compression and optimization is proving challenging for many brands, which presents an opportunity for those able to get this right.
  • More informational pages meet Core Web Vitals metrics than transactional.
  • Retail brands stand to experience major volatility in search results , particularly if second-tier retailers are able to capitalize on Page Experience and receive a rankings boost.

Enterprise digital marketers and SEOs must work now on the right course of action to meet core vital benchmarks, so they are not left behind. How you communicate the potential impact of this upcoming shift to decision-makers to win buy-in is key.

The post Mobile-first and Core Web Vitals: connecting the dots for page experience success appeared first on Search Engine Watch.

Source:: searchenginewatch.com