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Indeed, of the 66% using AI, more than one-third (37%) reported using it in search. Though the study doesn't delve into further details on AI's use in search, the importance of site search for retail site user experience suggests that it can be leveraged to improve site search capabilities.
AI also has applications for recommendation engines, with one-third of respondents who use AI noting that they're using the technology to power recommendations for products and content. These can have significant influence in influencing purchases, according to earlier research.
Other currently-used applications for AI in digital retail include programmatic advertising (26%) and data science (26%), with fewer putting AI to use for marketing forecasting (14%) and chatbots (13%).
Most Exciting InnovationsAI has a seat at the table when it comes to the areas of innovation that retail marketers are excited for in 2017, cited by 11% of respondents as their most exciting area.
However, it takes a back seat to personalization, indicated as the most exciting area by twice as many respondents (22%). Indeed, a new study from Listrak [download page] argues that personalization has gone mainstream, noting 7 in 10 retailers studied served display ads featuring products that the analysts had browsed.
Other areas that retail marketers are excited about include data (11%), cross-channel (8%) and mobile (6%).
Interestingly, when respondents were asked separately about innovation in email, virtually all indicated that there is either lots of room (51%) or some room (45%) to innovate.
It makes sense that retailers would focus on making the most of email, considering that they expect it to be far and away the most effective channel for retaining existing customers this year. Not to be outdone, it's also tied at the top (with digital advertising) of channels considered to be the most effective for driving new customers this year.
About the Data: The results are based on a survey conduced in January 2017 with 202 marketers, primarily representing brick-and-click retailers, e-commerce companies, and online marketplaces.
Topics: Alternative Connected Devices, Analytics & Automated, Data-driven, Display & Rich Media, Email, Mobile Phone, Online, Personalization, Retail & E-Commerce, Search Engine Optimization, Tablet, Technology
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This blog post will reveal 5 reasons why you should hire an SEO professional for your business right away.
1 – It Saves TimeTrying to do your own SEO will take up a lot of time, especially if you don't know a lot about marketing or SEO. According to the Content Marketing Institute, the majority of companies outsource SEO tasks to professionals to save time that could be spent on other issues.
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This week, we look at why Google has brought emoji back to the SERP after initially banishing them in 2015, and whether marketers should be taking advantage. And in advertising news, YouTube has announced the impending demise of its least popular ad format, Google is officially rolling out a new look for its ad labels, and Bing has introduced a product listing carousel to its US search results.
Google has officially revealed that emoji will once again appear in search results, reversing a decision taken in 2015 to remove them from the SERP.
Search Engine Roundtable initially broke the story, speculating as to whether this could be another Google bug, to which Google responded that from now on it will be featuring emoji "where relevant, useful and fun. You'll see them crop up across various snippets moving forward."
In a piece for Search Engine Watch this week, Clark Boyd looked at why Google might have changed its stance, the rising significance of emoji in digital life, and whether marketers should take advantage of the change. 😎
YouTube is getting rid of 30-second unskippable pre-roll adsVideo lovers everywhere rejoice! …Sort of. Google has announced that it will finally be doing away with that most unpopular of ad formats, the 30-second unskippable pre-roll ad – but not until 2018.
According to Google, the goal is to improve ad experience for users. "As part of that, we've decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers," a Google spokesperson told Campaign.
But this decision by Google may not be entirely altruistic. Over on our sister site ClickZ, Al Roberts looked at the possible motivations for this move, as well as what Google might push in place of the 30-second ad format.
Google rolls out a new look for ad labels in searchGoogle is no stranger to experimenting with the look of its search results, and those of us who keep a weather eye on the search industry have got used to changes randomly appearing and disappearing as Google tests out new ideas.
Some of these never officially get rolled out, but Google has now confirmed that a recently-spotted change to the look of its 'Ad' labels is being implemented worldwide.
A Google spokesperson told Search Engine Land on Wednesday that,
"After experimenting with a new search ad label with a green outline, we've decided to roll it out. The new ad label is more legible and continues to make our results page easier to read for our users with clear indication of our ad labeling."
In the past, numerous studies have confirmed that the majority of users are still unable to distinguish paid ads from organic search results, so this change could be part of Google's ongoing efforts to make the difference clearer. It will be interesting to see whether it succeeds.
Bing is aiming to be the "Dyson of search"In spite of a slowly-increasing share of the search market, Bing is no Google. Google is the search engine most of us imagine when we think of searching, and it's made its way into our language as a verb, "to Google".
The same was true of the vacuum cleaner company Hoover in the early and mid-20th century, to the point where its name became synonymous with vacuum cleaners and vacuuming in the UK, Ireland and Australia. However, Hoover is no longer the dominant brand of vacuum cleaner and has lost significant ground to competitors such as British company Dyson.
At an event run by ClickZ and Marin Software on Wednesday, the ClickZ Digital Advertising Breakfast, Microsoft Product Marketing Manager James Murray explained how Bing aspires to be the "Dyson of search", and dominate the market by being innovative and new.
He also laid out some upcoming improvements to the Bing ad offering, including a "get a ride" button that would allow users to get transport directly to a location or business they just searched for; and talked about the company's plans for voice search with Cortana.
Bing introduces product carousel to search resultsAnd speaking of improvements to Bing Ads, Bing has recently introduced a carousel for its product ads in US search results, as reported by the SEM Post on Tuesday.
The new carousel, which appears at the top of search results for product keywords like "laptops", shows eight product listings, although currently only the first five seem to have a picture.
Carousels are all the rage at the moment as Google began displaying its Shopping Ads in a carousel format back in October 2016. More recently, it has started displaying AMP recipe carousels in the results for mobile search, as well as review carousels for local review sites.
Rebecca Sentance is the Deputy Editor at ClickZ and Search Engine Watch.
Want to stay on top of the latest search trends? Get top insights and news from our search experts.
Related readingVoice search is already a fast-rising trend in the search industry, and its latest developments indicate that it's starting to win ground in daily use.
Setting up online presence for your business can be overwhelming. So much to plan and so much to invest (in terms of both time and money).
If I tell you I have the secret formula for any entrepreneur to succeed, you may not believe me. But if Neil Patel, New York Times best selling author and a person The Wall Street Journal calls 'the web's top influencer' tells you, "My secret formula is the greatest", you will probably believe him.
This week, we've got the latest on a strange glitch appearing in Google's mobile search, a new beta search engine launched by Creative Commons, and the decline of brand hashtags in Super Bowl ads.
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Influencers need to establish trust with their audiences in order for their posts to resonate. Brands and agencies conducting campaigns must establish trust with their influencers if they want their campaigns executed effectively.
Consumers are inundated with media competing for their attention, and consumers' trust for brands is lower than it's ever been. This makes establishing trust with your audience harder and more important than ever.
Generally, people trust their peers and the recommendations that they provide. So to cope with this battle for trust, savvy marketers are turning to influencer marketing to take advantage of these peer recommendations and build trust with their audiences.
Don't just take my word for it — look at the statistics.
"Only 22% of brands are trusted." (Havas Media)That's a frightening metric for any marketer. Without establishing trust between your brand and your audience, it's nearly impossible to market your product or service. So marketers are faced with the difficult question of how to create and maintain trust with their audience.
"61% of women said they won't engage with an influencer's sponsored content if it doesn't feel genuine." (Bloglovin)Trust and authenticity are critical for engagement in any influencer campaign. Without trust, the content that you're hoping will build engagement won't feel genuine and won't resonate with your desired audience.
Low trust equals low engagement, and a pattern of this can erode an influencer's audience over time. While this report references women specifically, these principles are applicable across the influencer marketing sphere.
"43% of millennials rank authenticity over content when consuming news." (Forbes)According to a survey of 1,300 millennials carried out by Forbes, young people prioritise trusting a company or news site before they will look at any content it produces. As Dan Schawbel of Forbes wrote, "Millennials connect best with people over logos."
If trust isn't established, millennials may not even interact with your content. An influencer can get a lot of attention, but the only attention that matters for your brand is authentic, genuine interaction that builds trust between you and the audience.
"60% of YouTube subscribers say they would follow advice on what to buy from their favourite YouTube creator over a traditional celebrity." (The YouTube Generation Study)Celebrity spokespeople have long been considered a surefire way to build positive associations for your brand among your target audience. H&R Block wants to establish trust with their audience, so they recruit Jon Hamm to be their spokesman.
But savvy brands are turning to influencers on YouTube and other channels who have built audiences related to a shared set of interests. These placements are more authentic, and drive more brand-relevant recommendations than the generalized appeal of celebrity spots.
"83% of consumers trust recommendations from their peers over advertising." (Nielsen)Consumers take recommendations from their peers much more favorably than the 'recommendations' they see in ads. They trust the opinions of their friends because they know they're both unbiased and providing recommendations that are personalized to the individual. Influencers fit this bill nicely.
The best influencers turn down deals that don't have a natural fit in their feed and approach branded deals without bias. Either they already love a product and are happy to endorse it, or they agree to test the product and give an honest review or endorsement.
If you find the right influencers whose personas fit your brand values, targeted to your area of interest, the recommendations they share are more personalized for their audiences.
"54% of consumers believe the smaller the community, the bigger the influence." (Technorati)Although influencer marketing can help you reach a larger audience, ultimately, that audience doesn't matter if it's not the right audience. It is more valuable to show your brand to 30K likely buyers than it is to show it off to 200K totally uninterested viewers.
Finding influencers whose content and style perfectly match your brand, no matter their follower level, is a much smarter strategy than just getting as many eyes as possible. Influencers with smaller followings may have a more relevant, engaged and trusting audience because they haven't "blown up" yet. Check the comment sections on a Kardashian-branded post and you'll see what I mean.
To build trust with your audience, you don't need to reinvent the wheel. But you do need to foster trust between your brand and the influencer — trusting them to make content that will capture your brand values while also engaging their followers in the best way.
You can take advantage of existing marketing principles to build a playbook to engage your audience. Make use of peer recommendations from authentic influencers to drive engagement with your brand.
Brian Zuercher is CEO & Founder of SEEN, and a contributor to Search Engine Watch.
Want to stay on top of the latest search trends? Get top insights and news from our search experts.
Related readingPinterest made a clear declaration of intent last week with the announcement that Randy Keller, Google's former head of image search, has joined the photo sharing site as Head of Search.
In 2016, Google rolled Panda into its core algorithm. What this means for webmasters is that a website can be hit by ... read more
Voice search is already a fast-rising trend in the search industry, and its latest developments indicate that it's starting to win ground in daily use.
Setting up online presence for your business can be overwhelming. So much to plan and so much to invest (in terms of both time and money).
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We will send the script to your PayPal email within few hours,Please add FullContentRSS@gmail.com to your email contact.Some critics have been braying about the death of SEO for some time now but the industry is still around and going strong. Brands and agencies are expected to spend more than $79 billion by 2020 in search optimization and marketing. Local businesses, in particular, should consider how best to invest more in their local SEO initiatives for improved visibility and engagement.
Here are 7 local SEO strategies:
1. ReviewsUser reviews can influence about more than 8 percent of how local search engines can rank a website. Businesses looking to gain more visibility should strive to generate customer reviews about their products and websites. These reviews can have a very real impact on local search rankings, not to mention function as persuasive indicators of just how good your offerings are to potential customers who are not familiar with your business.
Remember that on the web, social recommendations are a rare and valued currency. They are the very foundation of the social web and one of the most persuasive factors when deciding on a new product or service.
The challenge is persuading customers to write reviews that are genuine, authentic, and organic. Customers often neglect to write reviews for positive experiences unless your service is so good that they can't help but rave about it.
To begin with, contact your regulars and ask them to write reviews and share their experiences online. A great way to do it is by directing them to your business' listing on Google (and if you don't have one, go create one and add all your details as soon as you finish reading this article). Then, when people search for related terms, your business listing could come up in a prominent panel in the search results.
Another important review site is Yelp. Apple Maps uses Yelp reviews so ignoring Yelp means ignoring a pretty big potential audience.
2. NAPNAP stands for Name, Address, and Phone number. Do you have this basic information on your website and in your business listings? It sounds obvious but you'd be amazed at how many businesses neglect to add this basic information. The reason why this is important is because your NAP data is taken into account by search engines when searching with local intent. Each time your NAP is cited in directories and websites will count towards your local SEO. If you haven't done so, be sure to add your business' details to your Google My Business listing.
Don't forget to add your data in easily crawlable HTML on your website too. Schema.org has markup syntax for local businesses that may be helpful. Don't be too fancy with your markup, keep it straightforward and readily accessible by Google's and other search engine crawlers. Don't embed your address and contact details in an image, text is better for SEO.
It is quite critical for your business to keep NAP data standard and consistent across all citations. Inconsistent NAP data can be problematic because when search engines and directories copy and index the data, the results could be inaccurate and inconsistent listing data. This hurts local search visibility.
3. Rich Answers2016 saw the further rise of Rich Answers. Most people search using questions instead of keywords. With this in mind, Google now returns information that doesn't require users to click on search results to get the details.
Google a famous personality's nameand that person's details appear as a Knowledge Panel. Google questions like "how to" and you'd get a Featured Snippet among the search results. Search "where is" and you will get map locations and Google My Business listings. You can even Google your favorite baked goods and Google will give you a recipe to make it.
Again, you can improve visibility of these information panels by updating your Google My Business listings.
4. Build Local LinksYou will probably notice that there are local business listing sites in your region which you can publish listings for your business to. Even small towns and counties often have their own local directories so be sure to take advantage of these opportunities to share your business' details. As with your NAP data, make sure your listings are clear and consistent.
When you publish local listings on these directory sites, you build valuable local links that tend to help boost your regular SEO. Also try to have other local business sites link to yours. It also helps to be cited in local news sites and blogs. You can always reach out to these sites and have them write about your business and the products or services that you offer, which you could time with other campaigns such as sales or events.
The great thing about local exposure is that these sites similarly need local content so getting featured in their publications is usually easier than pitching content to publications that cover a wider geography.
5. Dense ContentSpeaking of being mentioned in content, increased content density remains to be an essential component of content marketing. The problem with most content these days is that much of it tends to be fairly superficial. That doesn't give your prospective customers much useful information and certainly doesn't give search engines much to work with. The only way to be truly unique and stand out is through lengthy and in-depth content. This content need not be boring, focus on your unique story and proposition and take your readers through a journey that leads to conversions.
If you find that your audience prefers shorter content, focus on the main keywords and mentions that relate best to your service offering or product range. Have your writers be more creative and introduce those important words into shorter pieces without sounding robotic or monotonous. Also use terms that may have particular local significance to make your content that much more relevant to your readers.
6. Mobile OptimizationMobile optimization has a big impact on all SEO efforts and should remain a critical part of your strategy. People are increasingly searching for local businesses and content using mobile phones so it's important to shift to a mobile-first thinking.
Google is aggressively pushing AMP, or accelerated mobile pages, which is a new page rendering standard that delivers fast page loads on mobile devices. Given how Google has made AMP integral to mobile search, it is worth your while implementing AMP for your site. Also be sure to check out Facebook's equivalent, Instant Articles, if you have a Facebook page.. Google has also indicated that page load speeds for mobile will be an important factor in your search rankings.
However, there are certain situations you may not need to implement AMP, especially if your site is already mobile-optimized and performing well in the first place.
7. Voice SearchMore sophisticated machine learning technology has made brought advanced voice recognition to the devices in your pocket. Voice used to be a cause for disbelief and jokes but modern voice assistants have become quite helpful and even entertaining in recent months. Just consider how good Google's Search Assistant, Apple's Siri and even Microsoft's Cortana have become. Use of voice search is increasing, especially as a good hands-free alternative for in-vehicle use. It's interesting that 22 percent of voice queries are about local information.
Think beyond keywords when you optimize for voice search. Your content should be more conversational (this is important for content, generally). As is the case with Rich Answers, most voice queries are in the form of questions. Think of the 5 "Ws" and an "H" when writing your content. Of the "Ws", "Who" takes the top spot while "How", "When", and "Where" follow as top queries. As voice and machine learning combine to enhance virtual assistant technologies and voice interactions with devices, in general, think about how you can frame your content as requests and instructions to better match how users will talk to their devices and access information about your business.
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Growth marketing refers to an effective combination of marketing, sales and customer success and is an integrated approach to modern content marketing. It has the potential to increase the effectiveness of a marketing strategy with the use of the most relevant tactics for each case.
Hubspot recently hosted a webinar on how content marketers can use growth marketing, with Sujan Patel, co-founder of Mailshake & Web Profits, sharing his insights on the latest trends in content marketing.
Creating a growth marketing mindsetGrowth marketing can help marketers solve the problems that arise from the emergence of new platforms. It is challenging to pick the right channels for your marketing strategy, especially when cross-channel marketing requires the right strategy to maintain a consistent message across all platforms.
Moreover, as competition increases, it becomes clear that you can't win in just one channel, but you need to explore a multifaceted approach.
A growth marketing mindset is all about:
Getting the new approach instilled into the organisationEvery department has different goals, but they can all contribute to a modern marketing strategy. Once marketers understand the problems of each department and how they are all connected, it's time to explore how marketing can help tackle these problems.
Having an understanding of your marketing funnelIt's critical to be aware of how people come through your funnel. What are the strengths and the weaknesses of your current marketing funnel? How can you improve it?
Setting up a frameworkSujan Patel suggests you examine the use of the bullseye framework as a way to organise your channels and decide the ones to focus on.
This splits the channels you're using into three rings:
The bullseye framework allows you to set your priorities for your planning, with the test phase still being important. You don't need to spend too much time on long-term opportunities if you can't offer short-term results, and also, you can't leave out future opportunities by focusing only on what's currently working.
Including brainstorming in the frameworkThe stage of brainstorming is where you can use your creativity to explore how your ideas can fit in your actual framework.
According to Sujan Patel, this is a two-stage process:
It's useful to add as many ideas as possible. However, it's equally important to know the problem they are going to solve. A spreadsheet can help the organisation of the ideas and how they can be part of your framework, while agility is also useful when trying to re-evaluate previous ideas.
Takeaway tipsHere are three tips to keep in mind as a takeaway from Sujan Patel on how to use growth marketing:
Tereza Litsa is a Writer at Search Engine Watch.
Want to stay on top of the latest search trends? Get top insights and news from our search experts.
Related readingIn digital marketing, we're always trying to keep up with the hottest new thing – advertising methods, ad types, targeting types, etc. – being pitched heavily within the industry in general.
Every marketer and small business owner knows how much time and effort goes into a piece of content.
A new year brings new metrics. Or maybe it's just a good reminder that you need to evaluate your existing KPIs.
We've analyzed 8 of these campaigns from 2016 to find out which ones have what it takes to engage readers and meet their fundraising goals, and which ones unfortunately fall flat
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