Brafton: Knowledge Graph leading to more search queries for Google

Brafton News Content Marketing

Knowledge Graph leading to more search queries for Google May 31st 2012, 19:37 When Google rolled out the Knowledge Graph, some wondered exactly what effect the feature would have on search. After just a few weeks, the returns have pointed to users conducting more searches and actively engaging with the content yielded by their queries. In an interview with the Wall Street Journal, Google Fellow Amit Singhal said that Knowledge Graph has resulted in more series queries. Moreover, users are being more active in their use of Google by accessing more in-depth content about their topics. As results not only yield links to articles and other content regarding the query itself, those subjects associated with the content are being accessed frequently. Some speculated that Wikipedia and other sites may object, but the WSJ report found that those running the free online encyclopedia believe it to be an acceptable feature. The organization essentially said that its primary aim is to allow more people to access information, and Knowledge Graph makes the data easier to access. The potential SEO impact of Knowledge Graph is still unknown. However, the overlying principle is that creating high-quality content is the best method for a company looking to boost organic search ranking. Brafton recently reported that Knowledge Graph will likely make the concept of thought leadership and brand authority especially important moving forward. As companies develop a broad range of content aimed at helping their readers learn, their sites will become greater resources. Media files: blackbubble_google.jpg (image/jpeg, 0 MB)

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Brafton: Google Places to become Google+ local, Zagat content used in results

Brafton News Content Marketing

Google Places to become Google+ local, Zagat content used in results May 31st 2012, 18:04 Google Places has been replaced by Google+ Local, the company announced recently. The move leverages Google's acquisition of Zagat to bring searchers content and other information related to businesses in their area. Upon clicking on the Google+ Local tab in the left sidebar, users will see a series of business sorted by their industry. Each entry contains a brief description of the location, written by Zagat, which includes ratings based on Zagat's 30-point system. User-generated reviews will also be available with a single click. Currently, Google Places is still accessible, but it is expected to be phased out over time as Google attempts to drive more traffic to Google+. The platform has struggled to garner much traffic in its more than 11 months of existence. Adding further social media marketing capability to the site and providing users with more impetus to use it could help the company improve traffic. Users can contribute content of their own to a business' entry, and share their post on their own profile. Moreover, when someone within a Circle shares a review about a company, their followers will see their profile linked under the entry. Brafton recently reported that the actual popularity of Google+ is difficult to peg. while the platform's user base continues to grow, each piece of content shared on the site sees an average of less than 1 reply or other action, such as a +1. Media files: drop_googleplus.jpg (image/jpeg, 0 MB)

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Brafton: Pinterest marketing leading some to conversions

Brafton News Content Marketing

Pinterest marketing leading some to conversions May 31st 2012, 16:35 A report from Bizrate Insights found that many Pinterest users are converting after clicking on links shared on the website. While a majority are using the site simply to browse content, 26 percent of respondents to a survey said they have converted after clicking a link on the site. Businesses using social media marketing have often struggled to tie their content directly to eventual conversions. However, Pinterest seems to be the top platform for leading prospects through a conversion funnel to the point of purchase. Six percent said they have made a purchase as a result of something they saw on Pinterest, but the link on the site did not bring them to the retailer's page. Most still aren't making purchases after visiting Pinterest, but the growing number of people that use Pinterest to research potential buys is growing. The survey also illustrated a strategic point for social marketers. With 27 percent of respondents saying they saw an item on the site that they wanted to buy but landed on a different website, it's imperative to ensure that links lead to pages that are enabled for ecommerce. Soon, consumers may not even have to leave Pinterest to buy the items they're interested in. Brafton recently reported that Pinterest has secured $100 million in funding for Japanese ecommerce giant Pinterest, which could pave the way for Pinterest commerce on the site. Media files: drop_pinterest.jpg (image/jpeg, 0 MB)

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Brafton: Lagging consumer confidence means content marketing should focus on value

Brafton News Content Marketing

Lagging consumer confidence means content marketing should focus on value May 31st 2012, 15:30 A report from AYTM Market Research found that American consumers view the current economic landscape quite poorly. More than 44 percent of consumers said they held either a "pessimistic" or "very pessimistic" perception of economy, with an additional 15.8 percent saying business conditions have declined. For marketers, especially those in the B2C sector, custom content campaigns should focus on demonstrating optimum value to the user. With confidence waning, consumers want to know they're getting the best deal on an item, or that it is the right fit for their lives. More than 72 percent of consumers said their perception of current U.S. economic conditions impacts their purchases. Americans are still spending money, but their access to information has grown considerably. Using content marketing to inform a target audience will help a business appeal to its desired audience and inform it more effectively. The use of digital content is especially strong when consumers consider more expensive items. Brafton recently reported that the electronics industry stands to benefit from leveraging content marketing, with 73 percent of consumers saying they aggressively research products up until the point of purchase. Media files: video-conferencing-e1338404172918.jpg (image/jpeg, 0 MB)

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Brafton: Twitter looking to make site faster, focusing on adjusting URLs

Brafton News Content Marketing

Twitter looking to make site faster, focusing on adjusting URLs May 31st 2012, 14:42 In its Engineers Blog, Twitter announced a series of adjustments aimed at making its site faster. According to the company, the updates that it made in September 2010, which became known as New Twitter, improved speed for a while, but the site's consistent growth since that day has resulted in a slightly slower experience. Among the adjustments is a shift in URL format, namely when related to a hashtag. No longer will the "#!" be included in the URL. When a user clicks a hashtag, it takes the site slightly longer to load under the old URL format. Removing the "#!" will help users enjoy Twitter faster than they did previously. In general, a faster experience will keep people at the site longer, which could help social media marketing campaigns make a greater impact on their target audiences. Streamlining the site will avoid exits related to poor performance and allow users more time to share and interact with content on the site. Throughout the website, Twitter's engineers have made a number of minor tweaks that will make the site a more pleasurable tool for its users without shifting the overall experience too aggressively. In recent weeks, Twitter has made other changes to its site to make the user experience more enjoyable without altering the site too much. Brafton recently highlighted new methods for recommending follows so that users see other accounts they're most likely to want to engage. Media files: blackbubbles_twitter.jpg (image/jpeg, 0 MB)

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Brafton: Ads driving consumers to mobile search

Brafton News Content Marketing

Ads driving consumers to mobile search May 30th 2012, 17:38 A report from Ipsos and Google found that more Americans are turning to their smartphones to search the web after seeing an advertisement on television, in print publications or elsewhere. As more consumers begin using smartphones to conduct different tasks, the frequency with which they use search increases. Twenty-seven percent of respondents said they search from a smartphone after seeing a commercial at least once per week. Moreover, 16 percent said they do so at least once every month. One-third of respondents said they never search after seeing a product or company on television. In general, most respondents reported that they do not ever search for items after seeing ads, regardless of the platform the marketer chose. There has been some improvement, however, and the upward trend further demonstrates the value of SEO and other new media marketing channels that help boost organic search ranking. Twenty-one percent of respondents said they search on their smartphones after seeing a product or company at least once per week. As such, TV is most likely to compel users to search, but print publications and advertisements in businesses' locations resulted in search interest as well. Brafton recently reported that the B2B sector has become especially dynamic for search marketing with 24.5 percent of B2B buyers conducting research on mobile devices. Targeting these prospects can be a more successful task with the use of search marketing, especially as more people increase their reliance on search. Media files: google_search.jpg (image/jpeg, 0 MB)

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Brafton: Consumers becoming critical brand advocates, recommending more companies

Brafton News Content Marketing

Consumers becoming critical brand advocates, recommending more companies May 29th 2012, 18:39 One of the largest benefits of social media marketing is the increased exposure that comes from satisfying a customer. These consumers are more likely to recommend the businesses to their friends and followers on a social network, and they're doing this more frequently than they have in the past. According to Zuberance, half of those defined as "brand advocates" say they recommend brands to others because they enjoyed a quality experience with the company. Whether a business is in the products or services sector, encouraging satisfied customers to relay the positive experience will help improve visibility on the web. Social media marketing has become the new word-of-mouth marketing with customers turning to Twitter, Facebook and other platforms to detail the experiences they've had. Maintaining a social presence will make it easier for a business to see these benefits as more people mention the company in Tweets or advise friends and contacts to keep track of the business on social. Zuberance reported that 38 percent of respondents have recommended five to nine businesses through social networks. This was the most popular answer provided with 30 percent saying they've advocated for one to four companies. Some have gone even further with 32 percent recommending 10 or more companies. Aside from this brand advocacy, 60 percent of companies say that social media marketing has helped their company improve customer service. Brafton reported 85 percent of those using social to help prospects or existing customers are active on Facebook or Twitter. Media files: squares_facebook-e1337360384338.jpg (image/jpeg, 0 MB)

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Brafton: More than 90 percent of travelers research hotels, airlines on the web

Brafton News Content Marketing

More than 90 percent of travelers research hotels, airlines on the web May 29th 2012, 17:33 A report from AYTM Market Research suggests that companies targeting travelers on the road for work, can invest in content marketing to appeal to these prospects. The survey found that more than 90 percent of people have used the web to find information to plan a trip for work. More than 55 percent of respondents said they always look for information regarding their destination on the web. Moreover, 35 percent said they sometimes do, with just slightly more than 9 percent reporting that they never do. Using content marketing campaigns with a focus on SEO is an especially strong strategy for companies hoping to attract these targets. More than 62 percent of respondents said they use search engines to find information on the places to which they're traveling. Social media marketing campaigns can help appeal to these web users, with more 35 percent saying they follow or Like businesses to find information for business travel. Email marketing is also valuable for the most frequent travelers. Nearly 17 percent said they receive newsletters from the companies they travel with or in the cities where they go. Brafton recently reported that the travel industry is seeing an increasing amount of its traffic come from search, with 27 percent of traffic arriving on the sites from organic search listings. Focusing on SEO can help these organizations appeal to this growing subset looking for content on the web. Media files: brafton19.jpg (image/jpeg, 0 MB)

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Brafton: B2B buyers active on the mobile web for purchase decision research

Brafton News Content Marketing

B2B buyers active on the mobile web for purchase decision research May 29th 2012, 16:29 A report from Oracle and Endeca found that an increasing amount of B2B buyers are using the mobile web to research products and services they plans to deploy throughout their companies. According to the survey, 24.5 percent of respondents named the mobile web as an influential touchpoint. Mobile browsing fell only behind a vendor's website and direct sales efforts. As smartphones and tablets become increasingly capable, both consumers and B2B buyers are using them nearly as often as desktop and laptop computers. With product research more common on these mobile devices, companies using content marketing must ensure that their articles or blog posts are fully accessible for mobile browsers. Similarly, the SEO strategies that drive many custom content efforts should include elements likely to appeal to these users. Whether or not prospects convert from their mobile devices or simply use them for research, B2B buyers must be sure to factor these prospects into their campaigns. Most channels included in new media marketing campaigns have seen more use from mobile devices. Whether it's social, email or search, consumers and B2B buyers alike are using their handsets to find information on the items they plan to purchase. In the B2C sector, tablets are becoming major contributors to mobile commerce activity. Again, whether or not a prospect converts is not as important as the research they're conducting from their device. Brafton recently reported that when tablet users do make purchases from their handsets, they often spend more than other users with 49 percent of orders processed from tablets for more than a company's average order price. Media files: mobile-technology-is-influencing-american-shopping-habits_3333_800571489_0_0_7047927_300.jpg (image/jpeg, 0 MB)

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Brafton: ComScore’s monthly top 50 feature Tumblr for the first time

Brafton News Content Marketing

ComScore's monthly top 50 feature Tumblr for the first time May 29th 2012, 15:36 Social media marketing campaigns that include sharing content on Tumblr have seen increased popularity in recent months. This is especially true for smaller companies leveraging Tumblr to share visuals that appeal to their target audience. With so many consumers and businesses relying on the website, it has moved into comScore's top 50 web properties report for the first time. The study, which measures the companies with the best performing arsenal of websites by traffic, included its usual suspects, with Google, Microsoft, Yahoo and Facebook making up the top four. Tumblr's first appearance on the list came in the No. 47 spot. For Tumblr, integration with Twitter has helped the website gain a wider audience, with users linking content from their Tumblr accounts to their profiles on Twitter. Businesses leveraging this blend of content marketing and social sharing have seen traffic numbers swell and their presence on the web expand. Aside from Tumblr, comScore said visual content giant Instagram saw one of the biggest jumps. Unique traffic to the site increased 78 percent, pushing it to 106th overall. Obviously, this isn't quite as high as Tumblr, but Instagram's popularity has continued to grow, especially as more Android users download the app. Brafton recently reported that Instagram may receive an even greater push moving forward following its acquisition by Facebook. In the weeks since the initial announcement, details of the relationship remain scarce, but it's likely that little about Instagram will change. Media files: squares_tumblr.jpg (image/jpeg, 0 MB)

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Brafton: Your local SEO blueprint: Make content marketing drive local SEO [Infographic]

Brafton News Content Marketing

Your local SEO blueprint: Make content marketing drive local SEO [Infographic] May 29th 2012, 14:20 ↑View the full-size infographic ↑ Google tells us that 97 percent of Americans use search to find local businesses, and we know 21 percent of big brands are dedicating up to one-quarter of their internet marketing budgets to local targeting this year. Whether you have a B2C storefront or you're a B2B company trying to reach key audiences in different communities, it's time to get serious about your online local marketing strategy - take it from this San Francisco searcher! In the first part of Your Local SEO Blueprint, I covered tips on hitting the basics of local SEO: Determining the key local ranking factors, claiming all of your business listings and optimizing your site with street addresses. (Be sure to check out the Local SEO Blueprint: Part One if you missed it.) While those are essential to local SEO, you also have to consider how you can engage local audiences. Just as content marketing is key to SEO, local content marketing can help fuel your local SEO. With the right targeting, your website content can naturally build your local search- and social-friendliness to boost your visibility among nearby searchers. In Part Two of this local SEO series, we'll go over to create targeted local content to influence nearby shoppers. Brafton's Amy Ahrens and Katherine Griwert have created a related infographic to help you through the process. Here's how you can get started: Step 1: Use Analytics to discover your key demographics [caption id="attachment_55121" align="aligncenter" width="743" caption="Google Analytics traffic location insights"][/caption] Use Google Analytics to discover regional details about your site visitors. By narrowing down the state and city results under the 'Demographic' section, you can easily view visitor location data to see where you have the biggest audience (and how you may need to redouble your efforts to gain a following in communities that aren't fueling much traffic). You can incorporate local keywords into your paid search and SEO strategy. Use trusty AdWords to help you out, and then add location to standard on-page optimization best practices - title, description, relevant image names, etc.You can even get hyper local, which will help you uncover lucrative keyword opportunities. For instance, you can narrow down results to view how many page views your site pulled in from Berkeley versus Marin, and target keywords accordingly to reach clients and prospects in those places. Step 2: Find local keywords If you're using AdWords to shape keywords, be sure to pay attention to local search volumes around your core terms. You may discover some geo-modifiers that can help you prioritize your keyword list.  Adding hyper-local modifiers is easy, but if you're targeting a broader region, check out 5minutesite.com for simple, but thorough, location-based modifier suggestions. [caption id="attachment_55120" align="aligncenter" width="750" caption="Google Insights for Search heatmap"][/caption] Also, check out Google Insights for Search for detailed regional info about your targeted keywords. You can create specific geographic filters, and view data from years at a time through easy to read maps and graphs. The heatmaps give you a sense of where phrases are most commonly searched. Use local keywords and landing pages to target paid search I know we said this was a local SEO tool, but let's sneak in a little paid search info - because that's another way to boost your local visibility! On top of adding local keywords to your PPC campaigns, you can update paid search campaigns with new targeting features.  Google has a fairly new zip code targeting feature, which it has said marketers have used to more easily track ROI. (At ad:tech SF, Google cited the case of one business that successfully tracked its local PPC to learn that $1 spend corresponded to $5 in sales.) Google offers clear resources for targeting your paid search campaigns to local audiences. It also offers instructions on how to connect your Google Places listings to your paid search ads. And don't forget - your locally targeted PPC campaigns should be supported by locally optimized landing pages! Step 3: Create local-friendly content marketing Once you have your local keywords and you've used them for the purposes of on-page optimization, also think about how you can build great content around them. Visit local forums to see what prospects in your area are talking about or asking about the most. You can address their concerns with content that has broad reach, but still take advantage of your local keywords and leverage the fact that your brand knows this is on "local shoppers' minds." Consult Twitter's trending topics tab or Insights for search to measure rising social buzz and search activity around topics in different regions. And make sure you're on top of local news. You can subscribe to community-focused media outlets, or set up Google Alerts that deliver relevant headlines right to your inbox. (You can learn about trending topics and 'hot searches' through Google Trends as well.) When it comes to creating content around these topics, think outside the box: Create an infographic that combines your business offerings with local trends. Promote it with local audiences on social to catch more links and shares from the audiences you want to be visible to. Finally, add rich snippets (information-rich microdata!) that disclose your location. Another thing to consider: Cultivate reviews, testimonials and user-generated content Reviews are huge in local search. The extent to which they impact a Google Places page's rank is debated, but they certainly encourage click-throughs on Places and other business listing sites. In fact, foursquare's Explore tool recently added more features that help users search through reviews to find businesses based on desired characteristics, like ambiance. You can consider rewarding loyal fans for adding positive reviews and ask them to give authentic ones instead of anonymous ones (these might look spammy and you don't want that held against you). And don't live in fear of negative reviews – respond to them and use them to make your business better. Step 4: Measure, modify, repeat Do you see yourself getting more website traffic from the targeted regions after implementing these practices? (Check back in Google Analytics!) Are your keyword referrals from localized keywords rising over time? How about foot traffic? Is it picking up? Where are customers saying they found you? Brafton has reported that marketers expect local efforts to yield big returns. Yet, 58 percent have are not actively monitoring ROI for their localized content marketing efforts. It's crucial to have an analytics and reporting process in place with local initiatives, as with any other content marketing campaign. You have to update the keywords, the content types and the platforms you use to enhance local SEO on an ongoing basis. The local search market is evolving and growing and so should your strategy. Media files: brafton-make-content-marketing-drive-local-seo.png (image/png, 0 MB)

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Brafton: No holidays for Google, Penguin 1.1 comes over long weekend

Brafton News Content Marketing

No holidays for Google, Penguin 1.1 comes over long weekend May 29th 2012, 14:19 Google's Matt Cutts, distinguished engineer and head of all things search, reported on Friday that the company has rolled out its first update of the Penguin webspam algorithm, which hit on April 24. Penguin's primary focus is to punish websites that unethically stuff keywords into content, use complex link schemes to game search algorithms and engage in any practice Google considers as webspam. According to Cutts' Twitter account, the rollout came at about midnight on Saturday, so few marketers likely noticed the update at first. However, Cutts said that the update affected less than 0.1 percent of all searches, so few websites will be impacted by the update anyway. The update was similar to most Panda iterations seen in 2012 as Google simply refreshed Penguin. There has been some speculation from the SEO community that Penguin had already been updated following its release last month. However, Cutts and others at Google insist that Saturday morning's move was the first for Penguin since April 24. Brafton reported recently that the initial Penguin update was part of a serious string of activity from Google with three different algorithmic changes in an eight-day span. Aside from the first instance of Penguin, users saw two Panda updates in that time as well. Media files: Google-Panda-versus-Penguin1.png (image/png, 0 MB)

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Brafton: Internet marketing news roundup, May 25

Brafton News Content Marketing

Internet marketing news roundup, May 25 May 25th 2012, 22:46 For most of the last two years, Yahoo has struggled to find much in the way of good news. The company's main product, search, has seen its market share fall rapidly, while three different CEOs have been atop Yahoo in the last nine months. This has not stopped some at Yahoo from innovating, though, in an effort to reassert itself as a dominant force in search and other critical sectors. On Thursday, the latest evidence of this came when Yahoo unveiled Axis, a search product that could change the outlook for the company with a dynamic take on finding information on the web. For desktop users, Axis comes in the form of a browser plugin that appears in the bottom left corner of each tab. To use the feature, clicking the small bar will open a larger window that takes up the bottom third of the browser. Brafton found that the first pages users see when they open Axis include trending topics on the web, as well as four tabs of Yahoo pages that show news in different areas. These items can be customized in accordance with the users' preferences to show favorites or other sites. As queries are entered into Axis, the windows instantly change to show previews of the pages that would come up as search results. SEO campaigns that help marketers jump into the top spots on Yahoo SERPs, which are powered by Bing's algorithm, may see a boost in traffic from Axis, especially if they offer appealing pages. Yahoo has also rolled out mobile apps using Axis. The main difference between desktop and mobile Axis is that it is not a browser plugin, but a program unto itself, so users will see the Axis menu on their entire screen, not just the bottom third of their browser. Currently, iPhone and iPad apps have been rolled out, and an Android app is in the works. Yahoo's partner and competitor Bing made an announcement this week as well with the launch of So.Cl. The service could be a major win for businesses leveraging social media marketing as part of a broader web campaign focused on SEO. So.Cl, pronounced "social," allows users to create an account and share content from their search results with friends, followers and other contacts on So.Cl and Facebook. Login can be achieved with either a Facebook or separate So.Cl account. Brafton reported that the platform has features similar to several different social networks, with the initial difference being its direct integration with Bing search. Despite being announced on Monday, there was little discussion about the tool in the following days. While both Yahoo and Bing were rolling out new features, search's biggest player, Google, took a week off from major announcements. Even when Google isn't rolling out new algorithms or launching new services, it is making news with some internal announcements. On Friday, Google's David Baker, director of engineering for advertising, wrote a post on the company's official blog detailing his team's efforts in ensuring that all paid search ads on SERPs come from reputable sources. Brafton reported that in 2011, Google removed more than 134 million ads and suspended 824,000 accounts for unethical marketing practices or illegal content. While most can be sure that their content doesn't violate any laws, the announcement makes it clear that any low-quality or misleading landing page content could result in removal from Adwords. Another minor Adwords development hit the web this week. Dream Systems Media reported on Tuesday that Google has changed the language in its Adwords box to ensure that users understood a reason. Brafton noted that searchers will now see the phrase "Ads related to (search query)" in the box. Users can still click on "Why these ads," which is located in the top right corner of the box, but adding the related ads language may clarify the presence of the links for some. More on the Google front came on Wednesday, when the company's new iPhone Google Search app hit the Apple App Store. Brafton detailed the newest features of Google Search on the iPhone in its report. Users can now access other Google apps they have on their iPhone directly from the Search app, while also leveraging the device's voice recognition technology with voice search. As mobile search apps advance even further, the value of mobile SEO grows for marketers. Aside from a greater focus on mobile, B2B marketers are also looking to improve their presence on LinkedIn, as well as producing more blog content, according to a report from BtoB Magazine. Thirty percent of respondents said their No. 1 priority moving forward is boosting their use of LinkedIn. The ability to market to prospects while also appealing to new employees makes LinkedIn an especially useful platform in the B2B space. Additionally, Brafton found BtoB's survey painted a nice picture for content marketing as well, with 20 percent of respondents saying they plan to focus on their company's blog. Paring social with blog content marketing is critical for successful new media marketing. A report from Leo Burnett/Arc Worldwide supported this concept, finding that 42 percent of Americans now turn to a social network during their research for purchases. Social media marketing campaigns are now being used by prospects to look into specific products, as well as gauge businesses. Companies that share fresh, relevant content are likely to see their fans and followers become customers. Brafton reported that social's growth has resulted in the development of certain personas within the channel that include shoppers heavily focused on value and those likely to become makeshift brand advocates. Creating social content for these audiences can help businesses make their integrated marketing campaigns more successful. With all three major players in search rolling out their latest efforts, the reaction in the coming weeks will give early indications of their success. Additionally, May's end comes with more search rankings that could be huge for Yahoo as it looks curb what has been a turbulent year. Media files: Yahoo-Axis-Logo-e1337875688148.png (image/png, 0 MB)

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Brafton: Google targeting bads ads in Adwords, landing page content must be accurate, relevant

Brafton News Content Marketing

Google targeting bads ads in Adwords, landing page content must be accurate, relevant May 25th 2012, 17:07 In its official blog, Google reported that it nixed more than 134 million ads and 800,000 different accounts from Adwords in 2011 as part of its effort to ensure the content it serves is high-quality. While reducing low-quality results typically refers to penalizing companies using unethical SEO practices, Google's David Baker, director of engineering for advertising, said the company has also made a concerted effort to target illegal operations using Adwords. In the past, Google has been scrutinized by activist groups for ads related to illegal pharmaceuticals for counterfeit goods. Baker said that targeting these advertisers has also led Google to focus on any site that services malware or ad spam, as well as those with misleading website content. While most of the organizations penalized in this manner are illegal operations, content marketing campaigns that include misleading claims could result in companies' suspensions or complete bans from Adwords. Baker said that the company is becoming increasingly adept at determining which content may be misleading. As such, marketers must be sure that their website content, which refers to news articles as well as landing pages and product pages, is entirely accurate and developed with the user in mind. A single instance of inaccurate content could result in Google removing a business from Adwords altogether. Ad spam is, according to Baker, a major focus of his team's ongoing effort, which is in line with recent Google updates to organic search ranking. Brafton has highlighted the Penguin algorithm, which directly targets websites abusing SEO best practices in an effort to boost their search rankings. Media files: colorbubble_google-e1336509639254.jpg (image/jpeg, 0 MB)

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Brafton: It’s not all about you: The value of objective content marketing

Brafton News Content Marketing

It's not all about you: The value of objective content marketing May 24th 2012, 22:56 Let's say you're part of the 82 percent of marketers who are actively invested in a healthy output of website content focused on your users. You understand that "Content Is King" and you're looking to improve your SEO, social engagement and, ultimately, LEADS via a more effective web content strategy. The aim is to achieve visibility online, cultivate a following and better position you company as a thought leader. So here's a thought for the day, and I'll recommend that you sit down as it may sting a little - though in the end, it's necessary: Don't just talk about your brand. Nobody really cares. Let it sink in…it's ok if it takes a minute. Don't get me wrong because believe me, I get it. Your products and services are unique, you've been a leader in your space for years, the head of the leading industry buzz has just named you the top company for the tenth year running... The thing is, information about your services and accolades has its place and will ultimately play its part. But with respect to initial and ongoing engagement, bragging isn't going to get the job done. I want you to consider for a moment what your target audience WANTS. More often than not, it's not going to be about YOU. It's about THEM – their interests, their challenges, their world. Put simply, they're online and they're rapidly consuming information that's significantly more of an objective nature when compared to company PR. For instance: If you're a tech company, talk to me about what's going on in the industry – it's not as if there's ever a dull news day. If you're a day trader, what's going on today in the market? Tell me what's new so I can make money (and maybe you can help). If you're a sporting goods retailer, run down next season's key NFL match ups or talk to me about how I can improve my golf swing. If you're a hardware retailer, explain the easiest DIY jobs to manage and when should I hire a professional. Or tell me why it's important to prime my walls before throwing up a coat of paint. You need to start thinking about content with respect to information that's bigger than your brand because THIS is what your audiences are looking for, sharing via social channels and ultimately "buying." What they're looking for translates into how you can use content for search; what they're sharing offers insights on how to leverage content across Facebook, Twitter, LinkedIn, etc; and what they're "buying" clues you in on how you can build thought leadership, which yields lead generation. Let's take a closer look. What is your audience searching for? Objective content is what's being sought out online and what's commanding the most eyes. According to a study by PEW Research, 75 percent of online Americans regularly access news on the web. Within the B2B space, 80 percent of business decision makers prefer information instead of advertisements, when doing online research. Nearly three-quarter of consumers prefer getting information in the form of articles versus ads. It may seem like a lot of your best converting website traffic is arriving via searches for your brand, which might make you inclined to create more content specifically about your company. But remember that these visitors may not have initially found your site through brand searches. In fact, Brafton quoted Google at SES New York as saying, "Even if organic phrases don't seem to convert, the generic to brand search behavior is proven to be huge!" Setting a keyword strategy with industry-focused, organic phrases should help you brainstorm industry-focused, informational content topics you can cover to engage audiences. How does objective content power SEO? Brand-specific content is an important way to close deals among shoppers or buyers who might be deciding between a couple of options, but objective content can work wonders for maximizing your search visibility - which is key to making your brand one of the front runners for shoppers. In a Webmaster Central blog post, Google posed a series of questions marketers should ask themselves about their site content if they wanted to come out on top in search. These included: Does the article describe both sides of a story? Does this article provide a complete or comprehensive description of the topic? Are the topics driven by genuine interests of readers of the site?   What does your audience share via social? A recent Harvard Business Review Tweet study (covered by Brafton) found that Americans find informational Tweets are the "most useful." The report found respondents also said "self-promotional" Tweets can be useful, but under the caveat that they provide links to useful information.  A separate study from Chitika found that news drives 47 percent of all traffic to Twitter - and the microblogging site isn't the only social network where objective information dominates demand. The same study found news drives the majority of traffic to Facebook. Think about this for a second…it makes perfect sense. How often do your friends and followers post and/or tweet about recent news events? How often does that post contain a link of some kind, driving the user to the article source to read? How inclined are your friends or followers to comment on the article? You may not be talking about your company, but your branded industry insights still help you capture mindshare and generate exposure among friends of fans. What is your audience "buying?" Another reason to consider objective content is that it lets information sell your business offerings instead of promotional pitches. According to The Bloom Group, content that was "research-based" was common to sites that drove triple the number of inbound leads of other sites in its study. These are companies that are leveraging industry trends or information develop content that positions them as moderators of discussion and leaders in prospect and customer engagement. When you put research into your content to share information, reading about one study naturally lends itself to reading a supplemental piece, be it another study, a piece of timely news or an evergreen tip. Once you hook people with relevant and quality information, they'll likely be more interested in a company white paper, PR or product pages. In summary, let's face it – your company rocks and your PR efforts aren't done in vain. It's not that your audience doesn't care, and self-promotional information will pique audience interest … but first, you need to get to them with information that they read as about THEM. So understand them, speak to them and engage them. From there, they'll open up to you, your brand message, your products and services, your webinars and upcoming events, your accomplishments and recognitions. And your content strategy will succeed. Media files: Content-marketing-isnt-just-about-you-its-about-your-audiences.1-e1337898691238.jpg (image/jpeg, 0 MB)

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