Tag Archive for: Search Engine Optimization

Leveraging the Holidays to Market Your Brand

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Whether liked or not, the entire holiday season remains the most important time of the year for both brands and consumers. Even though Black Friday and Cyber Monday are the two largest shopping days of the year, the opportunity to generate monumental profits exists long after. During this time many consumers are open and willing to try new brands. Companies with strong brand equity have greater ability to capitalize on this opportunity. Leveraging the holidays to market your brand can set you ahead of the competition now and even after the season is over. 

Optimize Your Site 

Site optimization for the holidays can be done in many ways. The first is by adding holiday-themed graphics to your site. Consider things such as:

  • Updating your logo with festive detail 
  • Use “holiday” or “winter” colors across your site 
  • Creating a banner 
  • Shape special offers as gift boxes

Here are some examples: 

Source: Little Guy Logos 

Next, make sure your payment process is smooth and streamlined. Make your payment process as simple as possible. Consumers don’t appreciate when it’s difficult to add something to their cart or a lengthy checkout process. Make sure your payment system is as polished as possible before it’s too late. There should also be diversity in your payment options. If you already offer a variety of credit card and PayPal payments, consider adding Apple Pay if you haven’t already. Accepting all forms of payment may put you a leg up from your competition. 

Lastly, make sure you’re paying attention to site speed and mobile-friendliness. Page load time is always important, but especially this time of year. Consumers have even less time and patience than usual. They’re not going to stick around for a slow site when they can probably find the same thing elsewhere. This is especially important if you do decide to add holiday decorations and graphics to your site. Make sure you A/B test everything to ensure it’s not slowing your site. Delivering mobile-friendliness is also crucial this time of year. If you haven’t already shifted your focus to responsive design, it’s unlikely you’ll be able to pull that off before the end of the holidays. But better late than never, and it’s something to keep in mind for next year. 

Utilize Social Media 

Engagement on social media is at its peak during the holidays. Brands should use that to their advantage by creating shareable content and interacting with other users as much as possible. Here are some ways you can increase engagement during the holidays: 

  • Contests: Create a holiday contest where users provide and share their own content with you for a chance to win products or deals. This is beneficial because you can in turn re-share their content on your own page, instead of always having to create your own.
  • Video Content: Videos have the highest engagement rate out of any type of online content. If you have holiday commercials, that should definitely be shared on all social platforms. Consider creating different promotional videos for the holiday deals you’re offering as well.
  • Tip Sharing: Content that focuses on pain points and solves customers’ problems has the opportunity to gain a lot of visibility because those are the kinds of things they’re directly searching for. Creating and sharing blog posts on those topics across all platforms brings best results.
  • Interactive Campaigns: If your holiday marketing strategy has a particular theme or center subject, encourage followers to share similar content. For example, if your holiday commercial features a puppy, ask users to share with you pictures or videos of their own pets. This can create a cute thread that will attract the attention of those that may have not been aware of your brand.

 

Stay Cohesive and Maximize Reach 

Your holiday strategy should be included in your off-page efforts as well. The main goal should be to maximize reach to potential customers and inform them about your products, services, promotions, etc. This can be done by offering bloggers or influencers your products for them to review on their platform. Work to get some of your content featured in related guides on other sites. Make some type of event for people in your niche. There are endless ways that this can be accomplished. It just takes some work and creativity. It’s also important to remember that not everyone is going to be onboard with your pitch. Don’t get discouraged if someone turns you down. There are a lot of people online. Just move on and keep pitching! 

Final Thoughts

As the space becomes increasingly competitive, these strategies are most effective when started early. We are getting late into the season now, but this is something to keep in mind for next year. You can start building up your marketing strategies throughout the year to maximize reach and hopefully capture more consumers. 

How Onimod Global Can Help

Even the best e-commerce sites can need help with digital marketing, especially around the busy season. At Onimod Global, we’re experts in all areas including SEM, SEO, social, web dev, automation, and analytics. With our expertise and unique cross-channel digital marketing campaign strategies, we can power entire corporate marketing departments, or provide custom solutions for local businesses. We are your 24/7, in-house marketing partner. 

Learn more about what we do, take a look at some of our work, or start your conversation with us today!

The Top Tips and Benefits of Content Marketing

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The use of content marketing has grown exponentially in recent years. While the vast amount of content on the internet can be a positive, it’s also left the market extremely saturated. This means that the use of content is much less effective than it was in the past, which is not a positive. This doesn’t mean it should be abandoned, there are still many benefits to content marketing. It just means the content used needs to be valuable, relevant, and correctly leveraged. 

What is Content Marketing 

Content marketing is a digital marketing strategy that focuses on creating and sharing valuable or relevant information on a consistent basis for the ideal buyer persona. The goal is to build relationships with customers, drive organic traffic, increase conversion rates, and ultimately capture more sales. It’s important to know that content marketing is not promotional content. The modern consumer is hyper aware of sales pitches or anything in-genuine. Consumers prefer being educated and informed about products and companies, and are much more likely to believe other consumers over a company. 

Content Marketing Benefits:

Higher rankings

One of the number one things you can do to increase your search engine rankings is add more content to your site. Search engines, Google especially, likes to provide users with results that deliver exactly what they’re searching for. Consistently adding relevant, keyword rich content in the form of blogs or landing pages is the best way to provide that experience. Having more pages doesn’t always correlate to more traffic, but having more quality pages indexed can grant you more opportunities to rank for more search queries. 

Brand credibility

Having high quality content on your site immediately increases your perceived expertise, authority, and trust of your company. Users thinking highly of brands that they feel are answering their questions and providing useful and relevant information. Higher domain authority strongly correlates with higher search rankings. So yet again, producing consistent quality content will help increase organic traffic for all pages of your site.

Drive sales 

The first goal of your content should be to deliver some kind of value to the reader. After that has been done, you can use any remaining space to tactfully promote your product, service, or brand. Content can inspire requests for more information, trials, downloads, consultations, and sales. Highly targeted content can be one of the best ways to speed up the sales funnel, as long as it’s done right. Your content should never seem like a promotional advertisement. 

Content Marketing Tips:

Your content should be the answer 

Content should be based on questions potential customers might have. The more direct and detailed the answer is, the better it will rank on Google or other search engines. Most companies are well aware of their customers’ problems and pain points. This can be transformed into tutorials, how-to-guides, etc. For a piece of content to be effective it needs to be actionable. Inform your audience about specific steps to take or resources they need to carry out the advice you’re giving. Your answers can vary according to audience demographics. If you know your audience is split, segment your content strategy to target each group directly, instead of writing generically.

Use images and videos whenever possible 

HubSpot’s 2016 video marketing statistics report that adding videos to landing pages can boost conversions up to 80% and that users are 64% more likely to buy something online after they’ve watched a video about it. You can integrate videos into blogs or create them separately as their own entity, like a “vlog.” When people only spend 8 seconds deciding whether or not they’re interested in a piece of content, it helps to be visually stimulating. So even if you can’t include a video, images can be just as effective. 

Create and stick to a content calendar 

For content to be effective it needs to be consistent. The best way to ensure you’re posting regularly is by laying everything out in a weekly or monthly content calendar. It should be more detailed than just reminders to post. Include things like what your blog topics will be, what tags you’re using for each post, where everything needs to be shared, etc. This way when the time comes you’re not scrambling to think of content ideas. There are a number of tools that can assist with content calendars. CoSchedule, WordPress, and Asana are a few editorial calendar and project management tools, but it can be done a basic spreadsheet as well. 

Make sharing your content easy

This is one of the easiest tips to implement to a site. Social sharing buttons should fit in with the site’s theme and be prominently placed throughout blog posts and web pages. If the sharing process is complicated and time-consuming, no one will do it. It should be a simple, one-step to share process. There should be options to share to Twitter, Facebook, LinkedIn, and any other platforms that seem fitting. 

Always include a CTA

Strong call-to-actions are necessary in any marketing strategy. It’s unlikely users will go to your homepage, browse to other pages, or end up where you want them to be. They need to be told what to do with a quick link to it. Whether that be liking/following a social media page, sharing a post, subscribing, requesting more information, etc. It’s beneficial to A/B test your call-to-actions as well. Try different locations, colors, copy, etc. It’s important to make sure the CTA doesn’t interrupt the flow of content, though. It should seem like the natural consequence of the content. It should also be clear and easily clickable. 

No matter your ultimate marketing goal, content is always a valuable addition. It works, and that’s why it’s so widely used today. The key is to ensure it continues to work in a saturated market is by leveraging new and innovative tactics, like setting clearer content marketing goals and A/B testing various content. 

More from Onimod Global 

Sometimes, outsourcing your content marketing is the right choice. At Onimod Global we’re experts in SEO, social media, and content marketing. We create visibility for companies in the places their customers are searching, interacting, and engaging. Take a look at how we’ve helped other companies, and learn more about what we can do for you!

The Best Post-Cookies Digital Marketing Strategies

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Marketers have been predicting the death of cookies since 2017, and yet it’s still holding on. Safari and Firefox already block third-party cookies by default, and Google Chrome is soon getting the controls to follow. This has been regarded as the “nail in the coffin” for cookies, meaning the end is finally in sight. 

What exactly does this mean for digital marketers that have been relying heavily on cookies for so long? If that includes you, there’s no need to worry. Marketing as we know it will survive. There are a number of more effective data sources being developed, as well as plenty of tactics to break and replace the cookies habit. 

 

People-Based Marketing 

People-based marketing combines real-time behavioral data with first party brand data to create a cohesive marketing system, centered around the individual consumer. This behavioral marketing method does not rely on third-party cookies. Instead it allows brands to use a proactive approach, creating a marketing strategy that’s ready to meet the user wherever they choose to engage. 

A successful strategy includes three key elements: Identification, Data, and Automation. 

Identification: This is the process of identifying and connecting consumers and their devices, with the ultimate goal of ensuring persistent, cross-device recognition for a single view of the customer. This is necessary because most consumers do not spend time online on a single device. A typical consumer navigates through various devices – desktop computers, smartphones, and tablets, while looking at the same products. If the full customer journey is not tracked well, it could lead to incorrect assumptions about their behavior. These assumptions can cause inaccurate data, ultimately resulting in poorly designed marketing campaigns. 

Data: Brands have an abundance of data on each customer, from purchase data to email engagement to device information. Until recently it was impossible to actually put this data to use, due to limitation certain channels have put on it. With the identification-first approach, we can now tap into the dunes of dark data since it all ties back to the first identifying point – the email address. Now, brands can organize all their data the “people-based way,” attributing every piece of data to the single individual in question. And it’s not just historical data, brands can refer to real-time behavioral data like their device, their interaction with your website, their carts, as well as the products and categories they visited while browsing. Linking together these data points allows brands to get a singular view of the customer.

Automation: Instead of relying on cookie-based data, people-based marketing automation relies on first party-based targeting. Brands unlock a singular view of consumers, one that anchors all of the data discussed above to a single email address. As a result, brands can automate their marketing approach across all devices and all channels under a single cohesive marketing strategy. The power of people-based marketing stems from the fact that it looks at the business’ lowest common denominator, the consumer, as opposed to a specific channel or device.

 

Contextual Advertising 

In the simplest terms, contextual advertising is advertising on a website that is relevant to the page’s content. In traditional contextual advertising, automated systems display ads related to the content of your site based on keyword targeting. This is not a new strategy, but keyword contextual based advertising is one of the best options to cookies-based behavioral targeting. The downfall to behavioral targeting is that you may be getting shown ads for things you would never really buy as an everyday consumer. With contextual advertising you’re only shown ads based on the content you’re looking at, not your overall behavior profile. 

Google AdSense is the ideal platform for this type of advertising, giving you the ability to place, images, videos, or text ads on pages of participating sites. You can put dynamic content in front of people that weren’t necessarily searching for you, but were already interested in your field of industry. YouTube advertising, which is a part of the Google Ads System, is another contextual advertising opportunity. For example, you could show a brief video game ad right before a video game tutorial YouTube video. 

The move to contextual targeting will also mean a move back to focusing on producing and distributing relevant content. Extremely specific ads need to be created for equally specific keyword groups and site pages. User relevancy should be maximized, which in turn maximizes clicks, conversions, and ultimately ROI. 

 

Final Thoughts 

The disappearance of third-party tracking may be unsettling at first, but most marketers are starting to believe tracking cookies are no longer needed. Apple’s Safari and the GDPR made the method increasingly unattractive and the expectancy of stricter privacy regulations is why Google is planning on joining the “cookies ban” bandwagon. Moving forward it’s going to be all about exploring new technologies, innovation, and striking a balance between profit and privacy choices to avoid another wave of consumer backlash. Utilizing first-party data that you can get when people intentionally engage with your brand is the first step toward accomplishing this.

 

More From Onimod Global

While there’s no avoiding the changes to come, you don’t have to face these challenges alone. Onimod Global is here to help, with expertise in every area of digital marketing, including SEM, SEO, Social, Web Dev, Graphic Design, and more. Receive the highest-quality customer service, 24/7, at an affordable rate. Learn more about what we do, and start your project today. 

Measuring SEO Success

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Consistently measuring SEO results and success is crucial to maintaining an effective SEO strategy. But what exactly should you be basing your SEO success off of? With so many different measurement strategies, you need to make sure you’re choosing what’s relevant to your company. What small business consider successful for an SEO campaign, large corporations probably would not.

While all businesses are aware they should be focusing on SEO to generate website traffic, it can still be a struggle to create an effective and comprehensive campaign, especially when it comes to small businesses.

Standard Measurements of SEO Success

Website traffic and conversions are the top two ways businesses measure SEO success. While traffic is important, focusing on that alone puts businesses at risk of missing other crucial metrics. Conversions do often equal success, but it’s almost impossible for a company to have a 100% conversion rate. It also depends on what the company considers a conversion. If it’s an online retail store a conversion is probably a purchase. But often times conversion doesn’t equal new business. For example, an online loan company would consider a conversion someone submitting an application, but what if the application was denied because they didn’t meet the requirements?

The metrics chosen should be relevant and align with your company’s ultimate goals and objectives. The most important aspect to be tracked is overall traffic and conversion quality. Are those coming to your website or filling out forms turning into new and legitimate business opportunities?

Measuring Quality

Time on Page & Pages Per Visit

Depending on what your goal is when a visitor reaches your site, these two things may be beneficial to track. For example, you posted a new blog and you know it takes an average of 3 minutes to read, but the average time visitors spend on that page is only 10 seconds. That probably indicates people are not sticking around to read it. It’s the same with pages per visit. Is the goal to keep users engaged on one page, or is there a final step you want them to reach? If your site’s pages operate independently then this wouldn’t really matter, if not, this may be something you want to consistently track.

Bounce Rate

Bounced sessions indicate that a searcher visited the page and left without browsing your site any further. Bounce rate can determine not only traffic quality, but also quality of the site itself. A high bounce rate can sometimes indicate your website needs improvements. Making it more engaging by including links to other posts or pages is one strategy to keep visitors interested. Though a high bounce rate doesn’t always mean the website needs to be updated. This can also mean visitors are just quickly finding exactly what they needed, such as hours, menus, addresses, etc.

Scroll Depth

Scroll Depth determines how far visitors are scrolling through each individual web page. Are visitors regularly reaching your most important content or the call to action? If not, consider rearranging the content of the page, putting the more important information higher up. Consider the quality of the content as well. While keywords are important and should be included, you don’t want that to be the extent of your content. The information included on the page should be enticing and valuable. Put yourself in the user’s place, what would make you continue to scroll down the page?

Backlinks

Backlink quality is measured by the number of links from websites with high domain authority. While you can’t control all the links that come back to your site, you can target backlink quality by reaching out to other sites that provide domain authority and a new, but similar audience. Keep in mind relevance and novelty. Endorsements from new sites can have a greater impact than repeats. The more relevant the site is to your content, the better endorsement as well.

Putting Your Resources to Use

Google Analytics is a great way to track and measure all of this data in one place. If you already enacted an SEO campaign, you most likely have access to all these capabilities. Google gives you an extensive list of metrics to use, but it can be difficult to know where to start or exactly what the data means. A few places to start could be by tracking isolate organic traffic, page visits, campaign traffic, or click through rates.

How Onimod Global Can Help

As experts in SEO and Google Partners, we know exactly what you should be tracking, and how. As one of our core attributes, we can develop SEO campaigns across all major search engines that deliver increases in organic traffic and natural rankings. We are cross-channel digital marketing experts that work with companies of all sizes, all around the world. Read more about what we do here, or contact us with any questions here.

How to Develop the Most Effective Keyword Strategy

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The development of keyword strategies has changed drastically over time. Back in the day (AKA 5 to 10 years ago), a common goal among search marketers was to obtain as many keywords as possible. The number of keywords in your account was something to respect about a marketer in that time and today that has remarkably changed. Instead of focusing on the quantity of keywords, the emphasis is centered now on the quality of what keywords you want to target. The experts here at Onimod Global have a few do’s and don’ts you can implement into your keyword strategy.

Do: Identify themes.

Identifying themes for specific pages is crucial. There is only so much room to expand on any existing keywords you have before it just becomes irrelevant to your site and won’t create any relevant traffic or visibility. An example that Search Engine Land suggests is instead of attempting to search for every possible, insanely-specific description of a shirt like “pink polka dotted yellow shirt”, look for other opportunities to branch out. For example, look into different types of shirts such as “sweaters”, “tees”, “blouses”, and so on.

Don’t: Keyword Stuffing.

This is exactly as it sounds, stuffing a bunch of the keyword you’re attempting to rank for in a particular page on your site. Don’t get us wrong; it’s essential to have those keywords on the pages you want to rank for that specific keyword. The key is to find that right amount of using that keyword where you’re still delivering high-quality content. Not only is this pretty unethical, but it also can look like spam and will be treated as such by Google or other search engines.

Do: Utilize meta descriptions.

A meta description is merely a short paragraph that appears on SERP (search engine results page). These can increase your click-through rate if you optimize your keyword in this location. The meta description has virtually nothing to do with ranking in web searches; however, it is helpful with click-through rate which will increase your ranking in the long run.

Don’t: Get caught up in your professional terminology.

This is extremely easy to do, and it can hurt your page ranking on SERP. This is because you can often forget to account for ways that a consumer without your technical knowledge might seek out your product or service. When deciding on keywords you want to target, remember to think like a consumer. For any of you that focus mostly on B2C sales, this is significantly important. An opportunity to take advantage of would be to do market research in focus groups to discover what consumers are wanting or needing your services would search.

Do: Monitor the impact of new keywords.

When adding new keywords, you want to make sure they are adding value to your account. A straightforward way to track this is to label new keywords as they are attached, this way you can quickly give a performance review, whether that be good or bad. Additionally, make sure that a keyword you have added is contributing positively while not taking away from existing keywords. If this is the case, make sure the performance of the account overall is increasing in strength.

Don’t: Duplicate keywords.

Duplicating keywords is another factor in keyword strategy that is a common mistake, but easily avoidable. Broad match keywords don’t rely on which order the terms are in, so keywords that would be considered duplicates are just words rearranged in a search. For example, “charcoal suit jacket” and “suit jacket charcoal” would be viewed as a duplicate and would also compete for the same search. The main thing here is you don’t want to be competing against yourself and spend more on clicks than necessary.

Contact Us

For more information regarding digital marketing expertise, trends and insights, visit the Onimod Global Website. We provide weekly news updates on the latest in the world of digital marketing. Enjoy!

What You Should Know About New Google Maps Local Search Ads

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In response to the recent Google Performance Summit, Google made several announcements on how their services will be changing in the months to come. One of the most important announcements included the introduction of new local search advertisements through Google Maps.

What’s The Difference?

Google already provides location based advertisement options in addition to the Google My Business platform, so what exactly is so special about these new local search ads? Well, these new ads will be available in several new formats including:

  • Promoted Pins
  • In-Store Promotions
  • Customizable Business Pages
  • Local Inventory Search

All of these options are meant to drive foot traffic to a physical location. Now, you may be wondering why businesses would be interested in brick-and-mortar stores when e-commerce is on the rise.

Google revealed during their summit that 75% of people who conduct a location based search on their mobile device will then visit that location within 24 hours with 28% of these visits resulting in a purchase.

Bridging The Gap

Clearly, mobile is not be the only concern. What advertisers should focus on is utilizing mobile in order to drive physical visits and purchases. To do this, the business must first be visible in every form possible across the Internet.

These new local search ads will facilitate this need of visibility by providing another dynamic platform on which consumers can find your business. While this new form of local search ads will not make all of your advertising dreams come true, it is certainly a useful tool to have in your arsenal of digital marketing services.

Process Pending

These new ads are only available in a beta form, and are not available to all advertisers. As such, there is little information currently available about these new ads, but one thing that we do know is how Google chooses which local search ads do and do not show through Google Maps.

Google has provided the following factors in regard to what will affect new ad rankings:

  • Location
  • Interests
  • Query Text
  • Search/Browsing History
  • Behaviors
  • Time of Day
  • Demographics

More From Onimod Global

For more information on the industry of digital marketing, please visit the Onimod Global News Page. Our content creation specialists are constantly producing new and engaging articles that keep you informed of the latest and greatest trends within the digital marketing world. Enjoy!

How to Digitally Optimize Your Campaign for the Hotel Industry

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One of the most inspiring aspects of digital marketing is that it can be useful across an incredible number of different industries. Each industry comes with its own unique strengths and caveats, and the industry of hospitality is no different.

Step One: Strategize

Of course, digital marketing success cannot be achieved by simply setting up a campaign through Bing or Google. This action does not make you a search engine marketing expert. In order for any marketing campaign to be successful, there needs to be a certain amount of effort put into formulating a strategy.

This basic and primary phase is so often understated or ignored, and unfortunately this ignorance can cause serious problems down the road. It is not enough to just generate leads. Instead, you should be focused on gaining quality conversions. What is the use in having thousands of respondents who will never actually book a stay in your hotel?

Step Two: Make Use of Your Resources

When it comes to advertising for your hotel, there are many different digital tools that you can utilize. A major advantage to digital marketing is that it gives you the ability to generate quality leads for a relatively low price.

In the world of digital advertising, two major brands dominate; Google and Facebook. These will be your go-to ad platforms as you begin to construct a digital marketing campaign for your hotel.

These two platforms possess several strengths such as:

  • Low cost per conversion.
  • Localized ads to target consumers currently located near you.
  • Mobile ads that appeal to the preferences of consumers today who are looking for ease and convenience in their purchases.
  • Native advertising throughout the regularly used social media and search engines that consumers use in their every day routine.

The list goes on, but these four reasons alone are enough to peak the interest of any hotel brand. There are also many other platforms that your brand can utilize, but these two advertising platforms should serve as a good baseline for your first steps in digital marketing.

Step 3: Review and Revise

It is always important to review a campaign before it is launched. This final step helps to rid the campaign of any minute errors that may not have been noticed the first time around. Taking a second look also provides the marketer with the chance to make sure that all ads align directly with the campaign’s mission. It can be fairly easy for a digital campaign to split off into a slightly different direction as it is making its way through the construction process.

This stage also provides a period in which you can review your other marketing sources and make sure that they are up to date. For example, many brands neglect their website and the incredible impact it has upon their brand. Brilliant and engaging ads will do little to convince a consumer of quality when all ads lead back to a broken and outdated website.

More From Onimod Global

As always, the digital marketing experts from Onimod Global are here to make sure that you receive the best information possible regarding the digital marketing industry. Our content specialists frequently publish new content pertaining directly to industry news and trends.

To access our full compilation of news articles, please click here. Thank you, and we look forward to providing you with more digital marketing insights soon!

How to Build Customer Loyalty That Drives Local Search Traffic

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When dreaming up ways to improve search engine results, few SEO specialists consider customer loyalty. However, customer loyalty plays a very crucial role in marketing for a company.

Lessons From Amazon

Amazon never set out to become a brand driven by customer satisfaction. Their primary concern has always been to fulfill orders as efficiently as possible, but along the way they were able to gain valuable insights of customers. All reviews on Amazon are 100% due to the efforts of verified customers. By allowing consumers to share their own experiences, Amazon was quickly able to build an incredibly trustworthy service.

High customer satisfaction translates directly to customer loyalty. Any time a customer is dissatisfied with an Amazon product, they receive a full refund, and typically also gain a complimentary service from the company to incentivize the customer to come back. Customers love to have a voice, and Amazon is more than happy to provide them with a way to be heard by other target customers. Companies with a customer focus certainly have a thing or two to learn from Amazon regarding their customer loyalty methods.

6 Additional Components

It is no simple task to replicate the efforts of Amazon. For this reason, the search engine optimization specialists from Onimod Global are here to offer several simple ways in which you can develop better customer loyalty within your own organization. The following 6 tips are based off of Wesley Young’s article that was recently published through Search Engine Land:

  1. Social Loyalty: Social media has grown to wield an impressive amount of influence over any given company. Recently, Facebook began appealing to users looking for recommendations regarding any number of products or services. This feature allows other users to weigh in on the topic and recommend businesses that they find relevant to their friend’s search. This word-of-mouth by proxy through Facebook is significant because it disrupts typical search engine procedures.
  2. Narrative Control: As mentioned with the example of Amazon, online reviews carry an incredible amount of power. Make sure that you are giving customers a way to express their loyalty via online platforms such as Facebook and Yelp. You can even use this information as a testimonial to the benefits that your company offers.
  3. Forever Loyal: Truly loyal customers will seek out a preferred business no matter what the odds. Young used the example of Chick-Fil-A to represent this ideal. He noted that no matter where he goes, he can find a line out the door of Chick-Fil-A, even when other area fast food restaurants have no wait at all.
  4. Loyalty Economics: It can be difficult to track down truly loyal customers. Typically, a company’s marketing efforts toward new clients are much more expensive than if the company were to simply continue marketing toward dissatisfied customers. For this reason, it may be worth considering ways in which you can better the experience of existing customers rather than solely focusing on new customer leads.
  5. Loyalty Database: Data is an invaluable resource for any business. Data regarding repeat customers is even more essential to promoting growth and prosperity. Once you are able to gain information about current loyal customers, you will be more easily able to locate new ones, which cuts out a lot of wasted ad dollar being used in search engine marketing.
  6. Determining Improvements: Even if a company’s customer satisfaction ratings are high, there is usually significant room for improvement. This issue points back to the loyalty database and what insights it can provide to your business. By going back over the numbers you can begin to paint a much clearer picture for both current and potential customers about your business and why it is the right choice for them to purchase goods and services from.

 

Yahoo Sues Mozilla for Replacement of Firefox’s Default Search to Google

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It was announced earlier this week that Yahoo’s parent company (Oath) has decided to sue Mozilla for “breach of contract.” Oath claims that Mozilla “terminated a long term strategic agreement with Yahoo” in November. Mozilla recently launched their upgraded Firefox Quantum browser and has implemented Google as their new default search tool. It was approximately 3 years ago when Yahoo and Mozilla signed an agreement that Yahoo would be the default search engine on Firefox.

According to Greg Sterling in an article from Search Engine Land, the lawsuit “seeks unspecified money damages and interest from Mozilla, but Mozilla claims they have the right to terminate the relationship under the contract.” Mozilla’s Firefox browser lost market share to Chrome during the 3 year period with Yahoo. Mozilla blames this lose in market share largely on Yahoo search. Yahoo/Oath argue that “issues with the browser experience (speed and performance)” were to blame instead. Sterling points out that “the truth probably lies somewhere in between.”

Implications Moving Forward
Mozilla switching from Yahoo to Google as their new default search tool is huge. As if Google’s market share in search engine providers wasn’t large enough, this move will expand their share even more. The article states that “Firefox’s market share is about 13 percent to Chrome’s nearly 59 percent. Yahoo search market share is roughly 12 percent to Google’s 63 percent.” Ultimately, it will be interesting to see where Firefox’s market share goes from here, as the reactions to the upgraded “Firefox Quantum” browser appear to be positive thus far.

Contact Us: For more information regarding digital marketing expertise and news, visit the Onimod Global Website. We look forward to hearing from you!

How To Maximize Your Company Blog To Improve Overall SEO Results

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It’s evident that blogging is important in a digitally dominated space, yet many organizations don’t fully understand the SEO implications that effective blogging can have. It seems every company has implemented a blog to their site at this point. However, many fail to take advantage of blog content to increase overall organic search rankings. Listed below are some ways in which companies can maximize their blog content to enhance overall search engine optimization (SEO) results.

Always Optimize Content
Continually generating new content is usually a good practice, but that doesn’t mean existing blog posts should be ignored. Going back to previous posts and reviewing keyword phrases, media, tags, and other parts of a post to help rank better for desired search queries is an effective method. Paying attention to basic “on page” SEO components is another aspect that can’t be ignored. Header tags, meta descriptions, image titles, alt text, internal link building, and having an SSL certificate are all important when it comes to ranking well.

Define Audiences
Blog content should never be randomly created with no specific audiences in mind. Each post should always be produced with intentions to reach segments of your target audience. This means content should be filled with meaningful keyword phrases related to what your consumer base is searching for. For instance, if you’re in the sports bar industry you want to blog about content related to big upcoming games/events geared toward sports fans to draw in as much traffic as possible. Ultimately, creating content for specific target audiences is a key aspect to blogging and will contribute to increased SEO rankings.

Blog Title
The importance of having a creative and appealing blog title a lot of times gets overlooked. Many organizations use titles like “Blog” or “News” for their company blog, which isn’t the best practice for optimization. Creativity and being descriptive are two solutions to better blog optimization. “What audiences am I trying to reach?” and “What are important keyword phrases related to my industry?” are a couple of critical questions to use as a basis for the title of a blog. Moreover, it seems like a minor detail, but coming up with a good title for your company blog is something that should never be ignored.

Social Media Engagement
Sharing blog content on multiple social media platforms is a simple method to increase overall visibility. Utilizing channels like Facebook, Twitter, LinkedIn, Google Plus, and Google My Business to share content should always be one of the final steps in the process. Be sure to include keyword rich descriptions with social posts as well that way your content has a better chance of ranking. Additional benefits to sharing blog content on social media include the ability to reach new audiences, keeping social media platforms relevant, and the chance of increasing referral traffic.

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