4 Simple Ideas to Boost Your Content Quality

Content marketers are always trying new ways to engage their audience. The sheer number of campaigns they have to compete with demands such inventiveness, but most of them make the mistake of producing more content instead of better ones.

To stand out in a sea of identical and similar-sounding content, you need to make a splash with quality.

Buzzword aside, quality content means producing engaging material that hooks the audience. This type of content is what gets shared across social networks, attracting more eyeballs and eventually, converting these leads to some sweet sales.

Here are four ways to craft better content without sacrificing optimization and improve your organic search rankings.

 

  1. Specify Your Audience

In Seth Godin’s words, “Real content marketing isn’t repurposed advertising, it is making something worth talking about.”

Persuasive and entertaining content means being of value to your audience. It might be something your market can easily relate to or something that solves their problems in some way or takes them on a journey that’s only possible with your services. Better yet, fulfill them all! Successful content marketing knows who its audience is. Once you have that knowledge, it’s already half the battle.

 

  1. Check Your Facts

Trust is the most precious thing your audience can give you. In this era of fake news, misleading people with some made-up stuff just to boost views will quickly backfire on anyone foolish enough to try.

If your audience knows that you only speak and reference truth in your content, you’re establishing your brand as authoritative and trustworthy.

 

  1. Quote Some Expert Sources

Build your credibility by associating your content with words from industry experts. Operating on their quotes of wisdom adds weight and authority to your campaign, as well as expands your field of expertise. The additional insight from established names further adds value for your audience.

 

  1. Add Visuals to Highlight Your Points

Sometimes, words can be a little too sparse to convey your ideas. Visual examples help spruce up your content with accessible information that’s easier to digest. Incorporating graphics to your text-based content also demonstrates your brand’s creative prowess to the audience.

 

As your campaign goes on, you’ll develop more strategies to adapt to trends and updates in the future. Investing time and effort into creating useful and relevant content ensures brand recall and higher rankings.

Our digital marketing blog has tons more content creation hacks that will keep you updated on all the new developments.

Calling All Travelers, Check Out Google’s Auto-Translated Local Reviews

Go where the locals go. You’ve probably heard that travel tip from almost everyone who has been on holiday to a foreign country. But, how exactly will you know what and where these local-approved spots are? Of course, you can ask a local, but it will be a definite challenge in countries where people don’t speak much English.

Perhaps, Google caught wind of this dilemma that is common to travelers. The most popular search engine recently announced that it is updating its search and Maps services with a small (but significant for you, travelers) improvement— auto-translated local reviews.

 

Google’s Update: Auto-Translated Business Reviews

With this update, it will be easier for you to find the best restaurants, shops, or attractions at your next travel destination. Just search for the place on Google and look for business reviews written by locals, which you will quickly understand because the new feature will automatically translate the language to match the setting on your device.

In the past, you’d have to copy and paste reviews onto a translation app, such as Google Translate, before you could have an idea as to why locals gave a two-star review to a popular tourist spot in their country, for instance. Not so, now. Google’s new update will surely make your travel planning faster and easier.

 

But… Will The Translation Be Accurate?

Using A.I. technologies, Google has been augmenting its language translation platform. Just two months ago, Google Translate expanded to support more languages, including Hindi, Russian, and Vietnamese. This is in addition to the languages Google is currently supporting: Chinese, English, French, German, Japanese, Korean, Portuguese, Spanish, and Turkish.

With A.I. technology, Google aims to understand languages better— that is to say, the way a native speaker would use a particular language. Instead of translating sentences word-for-word, Google’s A.I.-powered translation platform looks at the sentences as a whole. In turn, it can more accurately translate the thoughts of a local review.

Google’s auto-translated local reviews are currently rolling out on mobile and will be live, worldwide, soon enough. If you’re a traveler (or a digital marketer targeting travelers), watch out for any updates about this new Google feature — and make sure to use it once it’s out!

For the latest news on tech and digital world, feel free to bookmark our digital marketing blog site.

What SEO Strategies Remain Dominant in 2017?

It’s almost the middle of 2017. By this time, several of last year’s SEO tricks may no longer work. Professionals have to consider how fast the field moves, including the techniques and tools that go with it. Some strategies, however, continue to stand the test of time. For this year, the key to a successful SEO campaign is a more mixed approach, both for professionals and businesses.

 

Mobile Browsing as the Standard

For sure, mobile search and browsing practices aren’t likely to die soon, as a lot more people are consuming digital media on the go through their smartphones, tablets, and other mobile devices. Mobile-optimized websites and pages must be the norm now among businesses. Websites should be readily available on all mobile platforms and problems such as slow loading times and incomplete pages/options must be a thing of the past.

 

No More Pop-Ups

The year ushered in a new set of search algorithms that is affecting many advertising strategies. For instance, Google is already penalizing websites that use pop-ups to promote their products and services; these diminish the user experience, particularly on mobile.

The update has been in effect since January, so it should be ingrained in everyone by now. Businesses crafting a fresh SEO strategy should consider this and all other additional algorithm updates that are expected to roll out later this year. Perhaps it would be best to anticipate updates that focus on improving semantic searches.

 

Intentional Link Building Gains Ground

Link building remains a good SEO strategy despite its relative age. According to research firm Stone Temple, links can do much more than was initially assumed. Google itself also considers links among the three major ranking factors. The other two are content and RankBrain. Experts advise, however, that links are almost useless if the content behind it is irrelevant. Otherwise, link building is an excellent tool.

 

Voice Search Is the Future

You surely know what (or ‘who’) Siri is. Apple’s digital assistant, along with the Microsoft counterpart Cortana, is touted as today’s earliest working example of how voice search might work. It would be best to anticipate further improvements in voice search technology.

Voice Commands: The Future Search Marketing

People have it easy today if they want to look for something. Nearby restaurants, groceries, boutiques, and almost every business imaginable can be found by typing a few words into search engines. This opens up a host of opportunities for both digital marketers and companies. We at Bungemoe know this well — with the right tools and techniques, search marketing can provide great ROI.

There is, however, one question that may define the essence of technology: what if we can make it better? The future holds a lot of surprises for search marketing, as a whole. Voice commands bear much potential, for instance.

 

Voice Search

 

The difference is that there wouldn’t be much waiting for voice search to be a thing. Experts predict that this year will be the one for voice search. Forbes contributor Amine Bentahar cites a survey of 39 SEO experts who were asked whether voice search will be a major SEO trend this 2017. They put it in third place. It’s nothing surprising since voice commands are already a thing. Digital assistants such as Apple’s Siri and Microsoft’s Cortana are standard features in their proprietary operating systems.

Despite their current use, the likes of Siri and Cortana still have limitations in terms of effectiveness. The way these applications interpret voice commands and translate them into searches has a long way to go. Artificial intelligence (AI) may present opportunities for advancement. What’s left now is the continuous improvement of text-to-speech technologies.

There is positivity in this — between 2014 and 2015, voice queries improved to comprise about 10 percent of all searches. That’s a massive change from the previous value: ‘statistical zero.’

 

Voice search providers may look to how different demographics use the technology. Two major groups (teenagers and adults) use voice search for various purposes. 43 percent of teens use voice search to call someone, 30 percent ask for directions, 31 percent use it for homework, and 30 percent use it for music streaming. As for adults, 40 percent ask for directions, 39 percent dictate texts, and 31 percent use it to call someone.

If you’re interested to know more about subjects like this, check out our latest digital marketing news at Bungemoe.

Understanding Internal Linking and Redirect Chain

link

In the digital marketing industry, many believe that the strongest element of a web page is the content. Yes, it is true. Content is the king. But how can we make sure that the content we’re looking at is valuable and will support other pages on your website? How are you going to promote other pages without blatantly including their link in the main menu navigation? Footer navigation? The answer is you don’t. The key is to have an optimized Internal Linking Structure.

 

What is Internal Link?

An internal link is simply an anchor text with a hyperlink pointing to another page within the same domain. You often see them on the main menu navigation, sidebar, and footer section of the website. But these links are common and already present when you purchase a theme for your website (you just need to alter the anchors, design, etc.). What makes this link special is if you optimize and use their importance in a static content, you would then have an important anchor pointing to a relevant page within the same domain.

 

Link-Structure

 

However, you’re probably thinking – what’s in it for you and your website?

  1. User-Experience (UX) They allow the users to navigate through the content without breaking their experience, which might lead to conversion.
  2. Site Structure / Silo They allow to establish hierarchical information for the site (no orphaned pages).
  3. Homepage Power / Authority Power of the homepage will be shared and spread to other important/relevant inner pages. This leads to passing the power downwards, and contextual support upwards.

 
Setting up an internal link is easy and will not cause you any dilemma. Most of the modern websites have a Content Management System (CMS) like WordPress that offer a WYSIWYG (What You See Is What You Get) editor and allow you to easily integrate a link to an anchor without any hassle.

insert-link

 

For some websites without any CMS and was built within a hard coded HTML, the code is pretty simple:

<a href=”example.com/internal-linking”>Internal Linking</a>

Just always be mindful about the closing tag (</a>) cause it will be a source of trouble if not implemented properly.

However, there are still negative effects on doing this strategy which might cause your site to devalue the content and the function of links. One of them is the Redirect Chain.

 

What is a Redirect Chain?

A redirect chain happens when a certain website changes its domain name or URL structure with optimized 301 redirects from point A to B, C, to D or worst from A to B to C to D (mostly known as multiple hops).

 

Redirect-Chain

Multiple Hops

The most common case for a 301 redirection is moving the domain (A) from one another pointing to the new domain (B). But keep in mind that the redirection inside the internal pages of domain A to B is different. You cannot just simply redirect all the URLs of the old domain to the root domain of the new site. You basically just wasted your time and effort there. Imagine users who are looking for a specific page from the old domain getting redirected to the root domain of the site? That is totally irrelevant, inconvenient, and misleading. You’re lucky to not have a minimum of 90% increase in your bounce rate. Make sure that the transfer should match and are not a reciprocal of one another.

Another question in mind is, “is there a limit on how many redirects that the site should have?”. The answer is NOPE. Sky is the limit, as cliché as it may sound. Even 100 thousand pages can be 301 redirected from domain A to B, permanently. Yes, you read it correctly. No turning back. If you want to make use of the page in domain B temporarily, a 302 redirect is necessary. (Well, that’s another conversation I guess). Google will always queue and process the request for a permanent redirection.

 

Multiple Hops

Now that we know that even 100 thousand pages can be redirected from the old domain to another (A to B domains only), there is a certain limit when multiple hops are involved (domain A permanently redirects to B then to C and then to D).

Google will follow all the redirects for about two to three domains, but they might stop if the redirects exceed four to five hops in a chain which is a very dangerous thing to occur. The latency and content value will drop and Google will not follow the links at all. Physically present, but no value at all. Kind of sucks, right?

Here’s a more thorough explanation from Matt Cutts:

This drastic change in the domain happens because of the following reasons:

  1. The user or website owner is not confident about their domain name. In layman’s term, the business is rebranding.
  2. The site security was compromised and hacked.
  3. De-indexed via manual penalty, or algorithmic penalty.

Conclusion:

As long as permanent redirection is concerned, keep the redirect chain to one or two hops, domain to domain, page level to page level and this will surely result in a great user experience. Moreover, your ranking equity will flow relatively well and everything will go smoothly.

The Real Work Starts: Moving on from DMOZ and Focusing on Quality SEO

dmoz

DMOZ will close, and what was once an all-powerful SEO tool is no more. Very few will lament it because it ceased to be useful a long time ago. It must’ve been years since any SEO practitioner last received a DMOZ referral. Sure, it’s still useful to some, but it’s been clear for some time that the small number of businesses and SEO agencies still using this directory cannot stop the inevitable.

Don’t get us wrong – directories are alive and well. There are Yelp, Angie’s List, and A Place For Mom, but these are different from DMOZ in one crucial thing: computers are in charge and DMOZ isn’t. If auto manufacturers can’t justify putting back human workers in place of assembly line robots, it’s the same with synthetic website curation. It takes too much time, especially compared to Google’s spiders, and it’s not efficient. In addition, editors who charge money and leave submissions in limbo are amok in The Open Directory Project. It’s untenable.

Now, those who cry foul may have their reasons, but this is old-school SEO and not one that’s still widely useful. If anything, it signals the break from directories. If you want visitors, you should do the work: striving for organic rankings, updating content, getting authority links, and using modern advertising platforms.

 

Moving with the Times

It seems patronizing, but when you do SEO, you must learn to adapt to new things quickly. Let’s take Fred as an example. No, it’s not a person; it’s the supposed but unconfirmed Google update. Whether it will be one of their minor shifts that happen daily or the next big one, you shouldn’t wait until it’s already there. Read about the updates and expert insights, and be ready for the upcoming changes.

There is also content, where keyword stuffing and fluff don’t work anymore. Larry Kim, Wordstream’s founder, even attests that Google does a great job weeding out bad content, particularly the ones that don’t match the user intent.

Facebook, Still the King of Digital Marketing – Here’s Why

facebook

The concept of digital marketing is no longer just the future. Digital marketing, as we know it, is the advertising and promotional platform of today, of the technologically advanced present where we have more computers than we do trees. For the most part, it’s a good thing. Businesses take advantage of this reality, and rightfully so – marketing has never been so accessible to the common man.

For the people behind the marketing schemes, the choice for execution is tough. Choosing the perfect marketing channel to pour their resources into could be difficult. There are too many to choose from, and each one is completely different from others.

Manish Dudharejia, Co-Founder of E2M, makes that choice easier for all of us. He says that Facebook is still at the top of the ranks and that Facebook ads are set to surpass any other channel this year. Here’s why:

 

Personalized Ads

Mark Zuckerberg came up with the Facebook Custom Audience Tool, designed to build Facebook advertising campaigns around specific audiences. Brands target its market easily with the user information that Facebook provides. Entrepreneurs and businessmen who are new to the party will see maximum results in their growing network instantly.

 

Excellent Visibility

Facebook is reportedly third in the list of the most populated online platforms. With over 1.79 billion active monthly users, it would be a great loss for businesses to miss out on Facebook’s marketing opportunities. Facebook is also the world’s most downloaded mobile app, taking the bulk of the hours a consumer spends on their phones.

 

Brand Awareness

Similar to personalized ads, the Brand Awareness ad objective also makes use of real-time proxy metrics to boost a business but with no target market in mind. The goal of the objective is to get the attention of all users to maximize the number of people who are interested in the brand. This gives the business quality exposure, critical for gaining a bigger audience.

 

Live Feed

One of the most recent yet most used features of the website is Facebook Live, allowing users to share livestream videos straight from their mobile phones and onto their Timelines. Marketers use this to promote events and new store locations, have brand ambassadors speak about products, or to answer questions from viewers. According to a study, Facebook users are more likely to watch live videos than to read content – brands should include this on their marketing schemes.

 

Artificial Intelligence

Facebook Messenger is one way for brands to communicate privately with their customers. The more businesses engage on Facebook, the more hours spent on the platform will increase. Beneficial for both the brands and Facebook itself, the app has now launched a Chatbot feature which enables businesses to talk to customers without a human body behind the screen. Creating an A.I. is one tough job, but Facebook easily lets brands encode certain responses and structured messages for instantaneous transactions.

 

Instant Feedback

Because of Facebook, getting feedback has never been so easy. A simple status update or poll post would rack up quick responses from customers. Facebook is a great venue for hassle-free surveys and product reviews.

 

Customers as Brand Influencers

You might not see it now, but your customers’ opinions are just as important as a celebrity’s. In fact, they might even be more believable because of the stigma about the unreliability of celebrities when it comes to ads. On Facebook, a simple “Like” from one customer can send others scampering toward your page. Just like how we value our friends’ opinions, a customer’s recommendation is a trustworthy one.

 

Innovation

A lot of these features on Facebook did not exist three years ago, but look at where we are now. Facebook continues to improve, grow, and innovate – the future is too bright to ignore. Who knows what groundbreaking digital marketing tool the social media platform will create next?

There are probably only a handful of people whose mission in life is to avoid Facebook at all costs. Facebook will remain a social media essential for a while, and there’s no denying its versatility when it comes to boosting your business. Investing resources and time in curating a Facebook marketing strategy will land your brand the audience it deserves.

The Rise of the Machines: How A.I. Changes the Game for SEO

artificial intelligence

If there’s one thing that we should take away from all of Hollywood’s famous artificial intelligence (A.I.) films like Ex Machina (2015), Her (2013), and Bicentennial Man (1999), it’s that machines evolve – at an alarming rate at that – infinitely faster than the smartest human to walk the face of the Earth.

In reality, A.I. isn’t as scary as it sounds. Although it might be interesting to see an eerie mimicry of human consciousness before our very eyes, the technology of today hasn’t gotten that far (yet).

 

The Era of Complexity

Google’s latest A.I. learning machine algorithm called RankBrain is currently the talk of the town. We could think of so many genius inventions of Google given a number of technological inventions they’ve brought into the market in the last decade, but for search engine optimization (SEO), RankBrain completely changes the game.

In 2013, Google released Hummingbird, a search platform designed to focus on understanding natural language. RankBrain, an artificial narrow intelligence (ANI) system, is twice as intelligent as its predecessor with a back propagation strategy built with “deep learning” capabilities. This suggests that Google has found a more efficient way to distinguish a trustworthy website from a fishy one just by breezing through a bunch of words on a page.

 

Mastering the Algorithm of Human Beings

via GIPHY

There are two specific things that RankBrain focuses on. One of them is user intent. Since the ANI strives to serve human beings better, it isn’t surprising that it wants to think like one.

Part of the new system’s magic as an ANI is its ability to monitor and gather data from the behavior of internet users while using that information to improve itself. ANIs have been on the World Wide Web for the longest time, yet we’ve only really noticed them in larger scales such as Google Translate, “recommended for you” features on famous brand websites and self-driving cars.

It’s all about understanding user intent and the users themselves. Unlike Google’s older systems, RankBrain understands that each user is different and valuable in boosting the ranks of a website. Your engagement with the computer screen is what ANIs are hungry for – this algorithm is what makes RankBrain a game changer.

 

Beating the Limelight

The second SEO bait for Google’s RankBrain is the quality of content. Following the creation of RankBrain, the job of an SEO writer also gets a little bit more difficult. It will be almost impossible to get away with measly content nowadays. And that’s a good thing.

This just means that both websites and SEO specialists no longer settle for mediocrity. The better the content is, the higher the chances of brands to gain traffic. It’s a win-win for everybody.

SEO has come a long way since writers slathered keywords all over badly written articles to climb the ranks. RankBrain learns and digests patterns, giving penalties to websites once it notices something suspicious about their content.

What websites need to do is write more complex, substantial content that Google will want to recommend to users. When you think of creating content, don’t think in numbers – write with the reader experience in mind. No matter what happens to that one piece you wrote, whether it flies the ranks or not, a user will stumble upon it later on anyway. A reader who likes your content will share it no matter how old it is.

Keep striving for excellent content. Once your website hits the top of the ranks, you’ll realize it was worth the hard work.

 

The Expanding Intelligence of Technology

Today’s technologies leave no more room for loopholes and half-baked work, but we still can’t say they’ve surpassed human reason. While tech snobs may say that RankBrain is still a weak form of AI, the speed of technology’s advances can turn Google’s new system into something completely incomprehensible to the human brain. The internet is a competitive space, and its systems will continue to evolve.

Using the Law of Accelerating Returns, you can say there’s no turning back for SEO – it only gets better from here. This doesn’t mean we can’t win the game.