How Your SEO Campaign Can Improve with Accelerated Mobile Pages

Picture of Mobile phoneIn 2015, a new open source protocol was introduced called the Accelerated Mobile Pages (AMP) aimed at faster loading of mobile content across different platforms.  Step back in time to 2015 and you will see that in 2015 about 64% of Americans began to rely on their mobile gadgets to access online services and information.  However, about 48% of those who used their mobile devices to access the Internet admitted to having to shut off their phone because of the high cost of maintaining the Internet service. One reason for the high cost was the slow loading process.

Based on several studies on e-commerce, a website could potentially lose $2.5 million in sales for every second of loading delay while for every second of improvement in loading there is a 2% conversion increase and lower bounce rates.  As for SEO, AMP indirectly improved performance in terms of ranking.

When AMP was launched, expectations were high but a month later, there were complaints of technical glitches. These glitches were addressed in 2016 and viola! Something amazing has happened and is expected to blossom even more in 2017. Just look at what AMPs were able to do:

  • AMP listings have spread to organic mobile results
  • 53% of Internet users will drop a site that fails to load fast enough
  • Some of the websites that have the AMP format include eBay, WordPress, Reddit, Pinterest, and Google
  • Gizmodo reports that 80% of their traffic coming from AMPs are visitors and they enjoy a 50% impression increase
  • Washington Post says that they have a 23% increase in returnees among mobile users – and they come back within a week
  • Traffic that comes from AMP pages spend an average of 10% more time compared to those from regular mobile pages

AMP will be able to improve your viewability rates, lead to better engagement, and result in higher eCPMs (effective cost per mile) compared to traffic from non-AMPs. And why not when AMPs can improve loading time by 4 times while using about 10% less bandwidth.

Also important is the fact that Google has made mobile search top in its indexing. A typical Internet user would be lost without a mobile device. In fact, the average user starts connecting on the mobile device within 5 minutes of a walk, as the go-to device when shopping, and to check on incoming notifications and emails.  This makes it impertinent for quick and efficient loads with mobile devices




User Experience Optimization Set To Bump SEO in 2017?

Question Mark on Mobile phoneLast February 2016, a contributing writer on Forbes.com wrote about how User Experience Optimization (UEO) will soon become just as important as Search Engine Optimization (SEO). In a nutshell, he predicted that the number of times you use a keyword would no longer matter as much as being able to deliver what the user needs help with.

In fact, the habits of Internet users have changed from writing down keywords in the search bar to asking very specific questions in the hopes of finding out what they need with minimum fuss and delay.

What is User Experience Optimization?

UEO is what happens after you click on a link anywhere in the Internet. Did you find what you were looking for? Did it load quickly and without lagging? Were you ultimately satisfied by the experience?

There are 3 factors to UEO:

  1. Clicks – Great content will suffer in ranking if its clicks are measured poorly. Websites that are able to build relationships with high authority sites will benefit tremendously because these high authority websites would contain links to your site.
  2. Consumptions – This refers to the quality of content, not the quantity
  3. Action – The user must feel compelled (voluntarily) to take action

The Bottom Line

The Internet has become the most competitive arena and is expected to grow even more challenging. Websites are being launched daily in the hundreds and there is probably not a single topic or industry left untouched.

The key to being successful in 2017 is being able to adjust to the rapid changes. For instance, did you know that today’s generation would rather work and pay with apps than stay on the web?

According to ComScore, engagement over desktop has flatlined while mobile use has skyrocketed to unprecedented heights. And on mobile, 56% of the time is spent on apps. The Millennials only use their desktops (if they have one at all) for studies or work but would opt for mobile device use whenever possible. This has led to a decline in search use in favor of apps which is why UEO is bumping SEO especially among the Gen Y users.

To get in touch with your market and grow, you need to start thinking about how you can develop an app or make your website more user friendly. You might also want to consider expanding to other platforms like Twitter, LinkedIn, Facebook, YouTube, and Instagram because these are the sites where many users go to for better quality content. To prove this: ask yourself, “When was the last time I got what I wanted from a Google search at first attempt?”

 




The Overall Picture of a Great 2017 Marketing Campaign

2017 is going to be a fantastic year for business with the right marketing campaign.  If not planned properly and with good diligence, it can actually end in disaster! For instance, some of the biggest brands in the country suffered huge and embarrassing moments last year when their marketing plans flopped big time. Coca Cola put out an ad for their Russian market using an outdated map causing it to suffer major losses and a hashtag that went viral, #ban CocaCola. Closer to home, the $5 million marketing campaign of Rhode Island Commercial Corp lost its luster after their promotional video featured a shot from Iceland while talking about “home.”

Tips on Setting the Budget

While there are no guarantees with marketing campaigns, it is possible to avoid blunders and pitfalls. According to marketing professional groups, Web Strategies, marketing is not necessarily about increasing your budget. In fact, they stress the need for a plan before setting a budget and making sure that the budget is not set randomly but prepared with as much detail as possible. The bottom line is that your marketing budget should generate returns in increase in greater brand awareness and revenues.

  • Budget should align with marketing goals increasing only if last year’s goals were successfully met; realigned if the goals were not met
  • The campaign should always be a better version of the previous year although this does not necessarily mean a higher budget
  • Push the marketing planning team to come up with fresh and unique ideas rather than copycat versions

Tips on Setting Marketing Goals

The best way to create a plan is to look back at what has been accomplished, what the previous objectives were, and the ideas that did not kick off well. This review is best done with the help of good analytics and solid data from the previous years. Tedious work, perhaps, but when you start to notice trends in your data, you will appreciate the inside look and confirmation or fresh revelations about your business. You should also:

  1. Update customer profile.
  2. Establish what makes you unique and different from your competitors.
  3. If you are selling something, track the sales process and plot the sales journey of your average client.
  4. Review your copyrights and other marketing collaterals
  5. Update everyone on changes – in writing! This way everyone is on the same page and there is some form of accountability.

In addition, when setting your marketing goals, make sure that the results are measurable. This will make it much easier for you and your team to measure success or failure.

Learn to Delegate

What’s the point in creating a marketing campaign if you won’t let others help you? Whether “others” refer to employees, suppliers, or customers, you should learn to let go of some of the responsibilities.

  • Your employees can help you with daily operations, clerical work, and ideas input.
  • Your suppliers can provide assistance with logistics, payment terms, marketing advice, and meeting schedules.
  • Your customers can be tasked with providing feedback, testimonials, and even help with marketing via work of mouth, sharing, or by Liking your content.

Your job as business owner is to oversee the campaign, set objectives, calendar events and milestones, make sure the product lives up to its marketing claim, and keep the customers happy and willing to come back and support your business. Finally, with a great marketing campaign, you will be able to look at the bigger picture and make changes when necessary. This will not be possible if your head is buried under a mountain of paperwork.

It’s 2017! Great things are in store for you and your business!




Hello 2017! Awesome Possibilities with Great Social Media Marketing

In 2016, it was clearly the year of social media. However, not all social media channels were proving to be worth the effort as seen in the latest research from Pew Internet. As of December 2016, Facebook ruled the digital wave followed closely by WhatsApp with over 1,590 million and 1,000 million users respectively. Instagram, which is still popular landed well below with 500 million active users. More interestingly, a business targeting the US market would have struggled more if they chose to use Instagram because 80% of Instagram users are not from the U.S. Of US users, there were more women than men using this social media platform.

What does this all mean?

When creating your marketing plan for 2017, social media will still play a critical role in marketing but knowing what social media channel to pour more attention and budget into will affect the results of your marketing strategy.

The key word in social media marketing for this new year is: Messaging.

Marketing is basically communicating the right message to the desired market in a manner that prompts the preferred actions and results.

Creating a Social Messaging Strategy for 2017

  1. Start by reviewing your content from the previous years. Is your content one-track on the same topic or worse yet – duplicated from other websites? You need to look at your content from the point of view of a search engine and visitor. Too much information on the same topic or same content will lead to a drop in interest in your site. For instance if you are selling a product as an affiliate or trader, you might have just copied the product description from the manufacturer without making any changes – this will lump you in with all the other entrepreneurs selling the same product.
  2. Focus on the journey of your visitors or subscribers. For instance, not everyone who goes to your website is looking for a particular product. Some may be in search of DIY answers, repairs, insights, new technology and news, historical data, or prospects on the future of your product. Have content that will address every possible need and demand.
  3. Clearly you will have to engage and use the social media platforms. However, unlike 2016 where there was a trend towards posting and top social media platforms, this year it is predicted that the focus will shift on messaging apps rather than social networking. Last year, WhatsApp shot up to second most popular social media channel with Facebook Messenger, WeChat and Viber following suit. These messaging apps were able to overtake Twitter, Instagram, and LinkedIn in terms of number of users.

In addition, the use of Over-the-top (OTT) messaging skyrocketed and is estimated to be the preferred choice of more than 2 billion by next year.

  1. Step away from posting content that is even slightly false. The world has become weary of fake or inaccurate news and information. And it has become so much easier to validate any information you post especially among Millennials who relish the idea of investigating further to verify what they read before sharing or “Liking” content.

In 2017, marketing has to focus more on providing a “personal touch” with as much transparency. This means it is not good enough to just post your content on social media; you should be ready to chat and engage with anyone who expresses an interest in your business. Consider using chatbots and augmented reality to enhance your social media marketing – and see the amazing response from users!