Selecting the right digital platform for a virtual event

The decision-making process behind madconNYC.

The post Selecting the right digital platform for a virtual event appeared first on Marketing Land.

The ever-expanding virtual event landscape is one of the few industries enjoying a boom under the pandemic, with dozens of platforms in the space offering distinct services and technologies. 

So how do you make a decision when you are already considered an industry leader in the events space and your reputation is based on creating virtual events which rival your traditional in person programs? 

That is the current challenge for Reed Exhibitions, the international event host and supplier, with over 500 events in 30 countries across 43 industry sectors. In August, Reed Exhibitions will be launching digital events on several different platforms with the aim of identifying the best long-term fit for the brand. 

Those platforms include ExpoPlatform, Jublia, On24, Patron and Sector. 

The performance and audience satisfaction with the platforms will dictate which provider will be the host for Reed Exhibitions’ madconNYC event in early December. madconNYC is an industry conference for all levels of marketers. 

“Over the coming weeks we will watch closely as our sister events launch their digital presence,” said Reed Exhibitions Marketing Director Katie Genovese. “We are down to a very short list of vendors that can meet all of our needs. With the event taking place in December, we have some time to be sure we are selecting the perfect platform to provide our attendees with an engaging and intuitive virtual experience. 

What makes the perfect platform for Reed Exhibitions? 

For Reed Exhibitions, the perfect platform for hosting its virtual events includes: 

  • Ability simultanenously to host several 30 to 45-minute learning sessions;
  • Breakout rooms for one-to-one Ask the Experts sessions;
  • Personalization through recommendations, educational presentations and networking opportunities; and
  • Concierge networking service during the event and up to a week after the event.

“Each of the vendors we are considering includes built-in or interfaced registration to ensure attendees take minimal steps on one platform in order to register and attend,” said Genovese. 

Genovese and her colleagues will be observing Reed Exhibitions’ virtual events such as the JCK Jewelers Showcase, the Crunchy Roll Anime Festival and New York Comic Con to identify best practices and features they would like to adopt long-term moving forward. 

Selecting for sponsors

With 38 fully staffed offices throughout the Americas, Europe, the Middle Easts, Asia Pacific and Africa, sponsoring a Reed event can mean different things in different cultures. 

However, the perfect platform provider for Reed Exhibitions will also have built-in features for event sponsorships from San Diego to Singapore to Sydney and everywhere in between. 


“We are inviting vendors to share their goals with us so that we can develop custom sponsorship opportunities,” said Genovese, “such as a virtual lunch sponsor where goodie boxes would be mailed to attendees and they may sponsor the entertainment.” 

Reed Exhibitions is specifically looking for a virtual events platform that can support pre-designed sponsorship opportunities, including:

  • Education sessions;
  • Registration;
  • Email;
  • Social media; and
  • Web/retargeting sponsorships.

“We will make our final decision on our platform by mid-August,” said Genovese. “We are considering our host platform so carefully because it is crucial to us that our virtual events feature the same elements that make our live events so unique from other conferences. Yet we still want to entertain, enlighten and inspire in a digital format.” 

Virtual event tips from the NBA

Reed Exhibitions recently hosted a panel discussion on the good, bad and ugly of virtual experiences that featured Joey Graziano, VP of Events for the National Basketball Association. 

Graziano acknowledged the rush for companies and brands to replace live events with a digital version of the event. 

Tips from Graziano to produce the best virtual events possible:

  • Avoid uninspiring, drawn-out lectures or clunky technological experiences;
  • Consider what virtual experiences you can deliver that provide more value than other ongoing tasks or meetings;
  • Avoid mundane experiences like empty virtual meeting rooms.

What key elements are you looking for in virtual events platform. Let me know: rbradford@thirddoormedia.com

This story first appeared on Search Engine Land.

https://martechtoday.com/selecting-the-right-digital-platform-for-a-virtual-event-243051

The post Selecting the right digital platform for a virtual event appeared first on Marketing Land.

Rewarding Consumers through Re-Emergence

The COVID-19 pandemic has made the collective world press “pause” but now we’re looking ahead to what life will be like when the “play” button is once again engaged. The way consumers think and act has evolved throughout this time, especially now as sm…

The COVID-19 pandemic has made the collective world press “pause” but now we’re looking ahead to what life will be like when the “play” button is once again engaged. The way consumers think and act has evolved throughout this time, especially now as small pieces of normality are beginning to be reintroduced into our lives. With this, brands are faced with a new landscape that tosses aside assumptions about consumer likes and dislikes.

A staple of any brand’s strategy to successfully engage in this new landscape should be to place a focus on its most valuable advocates: engaged and loyal customers. One of the most common ways to do this is by rewarding customers via loyalty programs and promotional engagements. However, as consumers’ lives change, their expectations and needs also shift, and the prizes and rewards that are meant to support these high-value customer relationships must evolve along with them.

A new spin on vacations

Throughout history, few word combinations have elicited more excitement than an “all-expenses-paid vacation.” For years, the chance to get away from daily life has helped propel countless consumers to participate in numerous sweepstakes.

With the ripple effects of this pandemic felt by not only America, but the entire world, the compelling power of a vacation may look a little different to the average consumer.

Overall cleanliness concerns, as well as border restrictions, pose a serious threat to the enjoyment of any promotion winner. Instead of a vacation in the traditional sense, brands should look for ways to frame different experiences under a broader definition of travel, using alternative prizing themes that can help curtail the limitations of vacation prizes.

Private in-home chef service, The Culinistas, knew that their business model of sending chefs to the homes of busy customers was not going to work during the crisis. To help drive awareness of their brand, and to offer something relevant beyond their normal value proposition, they launched a staycation sweepstakes that brought an “ultimate day of isolation” to the winner. Utilizing existing relationships, The Culinistas were able to build an exciting, unique experience without the winner needing to leave their house. Fulfilled in the form of partner gift cards and physical products, the true value of the prize goes beyond a single day, such as two months of free fitness classes and a high-quality sauté pan that will last into the future.

(Digital) cash is still king

Prior to the COVID-19 outbreak, consumers – especially younger ones – valued flexibility in the ways they were able to use rewards. While digital gift cards are still a viable reward in a post-coronavirus marketplace, other flexible forms of monetary rewards should also be considered in response to emerging trends.

Through the pandemic, consumers have been forced to adapt old habits to their new lifestyle. People still want to shop and purchase products, but in most cases, they are still somewhat limited in their ability or desire to physically visit stores. Mobile payment apps such as PayPal and Venmo can now be utilized to fulfill monetary prizes. Funds are simply added to the user’s existing account: easy, seamless, and immediate. The existing integration of these payment platforms among many major brands makes it a perfect fit to provide real, relevant value to consumers as digital transactions rise.

Offering effortless, seamless digital rewards enables consumers to stay in control of their experience, allowing them to feel good about winning a prize, and not nervous about how they are going to use it.

How should brands approach their own prizing strategies?

When plotting out rewards strategies in a post-COVID-19 landscape, consider these three points: keep it simple, align on prize value, and focus on relevancy and supporting relationships with your consumers. The beauty is that brands can take these three strategies and implement them in ways that make sense for their brand persona and their customers.

Kraft Heinz understood that, in the aftermath of lockdowns and social distancing, people would be looking forward to summer more than ever. The company’s Bite into Summer Instant Win Game keeps it simple by offering thousands of prize packs designed for attainable summer fun, such as backyard barbeques, biking, and fishing via an easy to navigate entry site. By offering a fun game experience and prizing that gives registrants something to look forward to, Kraft Heinz realigns on the value of the prize through the COVID-19 lens – making it relevant and compelling.

Brands will weather the COVID-19 storm with the support of their customers. As you emerge into the new landscape of consumer engagement, put emphasis on how rewards strategies are approached and executed. Seek to provide compelling, relevant value to consumers that considers the external and internal challenges we are all facing together.

Infovis in the coronavirus era

This article from The Conversation is a great starting point for education in information visualization, the challenges in creating clear graphs, and what an information consumer can do to understand what they are seeing. The author is in the Geosciences, so it’s not surprising that her best example comes from that domain. The map at … Continue reading Infovis in the coronavirus era

This article from The Conversation is a great starting point for education in information visualization, the challenges in creating clear graphs, and what an information consumer can do to understand what they are seeing.

The author is in the Geosciences, so it’s not surprising that her best example comes from that domain. The map at the top of this post flips the colors of the “landslide” areas in a way that makes it clear which areas are susceptible.

Release Notes: Jivox launches purchase predictions for eCommerce

The solution generates and actions real-time purchase predictions.

The post Release Notes: Jivox launches purchase predictions for eCommerce appeared first on Marketing Land.

Jivox, a digital marketing company that drives engagement across paid and owned media, has announced the launch of Kairos, a new patented purchase prediction solution for the eCommerce market. Kairos will be powered by Jivox’s machine learning and artificial intelligence technology, allowing companies to enhance eCommerce marketing outreach with targeted user scores, and product advertising based on exhibited purchase intent.

According to Jivox, early testing has resulted in a 200% to 300% increase in conversions. Kairos aims to optimize conversion by combining real-time and first-party user data along with product intelligence. 

“The key to success in engaging consumers online is scalable creative, data, and smart algorithms applied in real time to tailored ad creative,” Diaz Nesamoney, CEO of Jivox. “Kairos means ‘opportune moment’ in Greek, and that’s exactly what this technology is meant to do—capture the attention of a consumer at the right time with the right message—and convert those moments into sales.”

Jivox uses the in-memory clustered IQ Personalization Hub and the first-party identity solution IQiD to identify, store and process consumer data, obtained with consent. The IQ Personalization Hub processes trillions of data signals, making data available to Kairos for real-time decisions on product recommendations, pricing and offers.

Why we care. With many brands leaning heavily into eCommerce, personalized recommendations and offers is one way to differentiate from competitors. 

This story first appeared on Search Engine Land.

https://martechtoday.com/release-notes-jivox-launches-purchase-predictions-for-ecommerce-243011

The post Release Notes: Jivox launches purchase predictions for eCommerce appeared first on Marketing Land.

How Marketers can Enable Customer-Centric Experiences

An experience can manifest itself in many ways: results of a web search that leads to a relevant and engaging landing page, an interaction on a company’s website such as a pop up to offer help, a test message to confirm an appointment or preference…

An experience can manifest itself in many ways: results of a web search that leads to a relevant and engaging landing page, an interaction on a company’s website such as a pop up to offer help, a test message to confirm an appointment or preference, and a conversation with a service agent. We also discussed Merkle’s five stage Maturity Continuum that enables you to assess your ability to create 1:1 customer experiences.

5 stages of CX maturity

How do you enable Customer Experiences?

The ability to migrate from one stage to another requires growth or maturity in several key subject areas. Merkle calls these areas enablers. The number of enablers can vary from situation to situation, but for the most part they cover the complete lifecycle of a marketing program from vision to post-deployment analysis.  Depending on the organization and the stage of maturity, some of these enablers may play a larger role than others.

Common enablers in customer centric experiences are:

  • Vision and Roadmap - Defined vision, integrated roadmap, and future state use cases
  • Technology - Marketing technology platform to deliver integrated experiences
  • Data - Availability, accuracy, and completeness of customer and prospect data
  • People and Process - Experienced team, efficiency workflow, and appropriate staffing levels
  • Governance - Structure to establish KPIs, drive priorities, and ensure cross team collaboration
  • Analytics - Use of advanced analytics to inform prioritization, decisioning, and attribution

Vision and Roadmap

In the era of COVID-19, some enablers may take on different priorities as organizations attempt to do more with their existing tech stack or decrease time and costs to get a campaign out the door (people and process).

Campaign Layers

Just identifying the enablers that are being challenged is not always enough. One must also identify where the enabler is being challenged within the organization’s marketing ecosystem. To do this, it is important to understand that the ecosystem is composed of numerous layers that are all working together to deliver a customer experience. The easiest way to think about the layers is to equate them to resource teams; each of these layers, or teams, has a different set of objectives and vision of success.  Thus, their enablers are challenged in different ways.

At the bottom is the technology (this is Adobe Campaign Platform which includes data, interface configuration, and integration backbones). Next, comes the marketing campaigns and objects that leverage that technology (campaign or workflows being run within Adobe Campaign). At the top are the customer experiences that leverage the different platforms and their associated initiatives.

Cross platform experience

Each of these layers puts a different focal lens on the enablers, presenting a different set of challenges, and ultimately has different set of solutions to assist the organization in moving towards 1-1 personalization.

A classic example of a multi-layer enabler is data. We know you are likely to have a robust set of data across your enterprise and it’s waiting to be unleashed! We also know it can be quite complex to think about gathering all that data in order to take action with it. In addition to the considerations we’ve discussed in this blog, here are additional considerations:

  • Find a missing connection to a real-time data source within your Campaign Technology layer which could impact when you engage your customer
  • Find missing (or conflicting) business rules within your Marketing Campaign layer which could impact how you engage your customer  
  • Find both missing, or conflicting data, that presents itself to your customers at the Cross Platform layer which could mean the experience you designed for the customer may not be published (or another experience may surface, instead)

Assessments

To assist, Merkle has created several assessments tailored to the specific questions each enabler would ask at the various levels:

Adobe Campaign Platform Assessment

The Merkle Adobe Campaign Platform Assessment is geared toward organizations that don’t know if their Adobe platform is properly configured.

Common questions that have been asked and answered include:

  • How do I get more out of the technology that I currently have?
  • What functionality do I need?
  • Is the platform configured correctly?
  • How to I speed up the load of data?
  • How can less technical resources play a larger role in the platform?
  • Am I ingesting all available responses, events, tracking data?

Marketing Campaign Optimization Assessment

Getting your message out in a timely manner can be a challenge with suboptimal campaign designs. As campaigns become more sophisticated in selection and segmentation different execution tactics and setup and design principals also need to be adjusted to ensure hours and costs do not escalate as well.

A Marketing Campaign Optimization assessment looks at the organizations vision and goals, and current pain points, and identifies the challenges being presented to the enablers as well as recommendations and roadmaps.

Common questions that have been asked and answered include:

  • How can I save development hours?
  • How can I do more with the resources I have?
  • Why are campaigns running slowly?
  • How can I automate my campaigns?
  • Are my resources following industry best practices and processes?
  • How can I enforce corporate rules on suppression and contact frequency are applied?

Cross platform Experience Enablement

Developing use cases and understanding the correct technologies to deploy those use cases become even more important as your organization moves toward delivering customer experiences.

Although the specific enablement challengers as well as underlying technology may vary, Experience Enablement typically includes use case definitions, a campaign playbook to detail the technical components required to achieve the use cases, and process flows for each of the technical components. These will be constructed detailing the steps required to execute the use cases.

Common Questions asked and answered include:

  • Is there a better experience I can be giving my customers right now?
  • What are the use cases?
  • What technology do I need to enable my use cases?
  • How do I share audiences across solutions?
  • Which solution is best for creating segments?
  • How do I setup an omni-channel customer experience?
  • How can I see the results of my interactions?

Analytics Assessment

The data you have and the data you find are necessary for delivering cross platform experiences and are paramount to feeding and measuring your success.

This assessment will help you understand opportunities for further tracking and experience enablement from many dimensions that encompass people, processes, and technology. We start with the end in mind and work backwards, digging into details to address analytics data measurement gaps, data consumption and distribution to end point solutions through data feeds, and analytics data classification set up all the way through how tags get placed on your site and are continually refreshed. This helps you walk away with a clear vision for how to further optimize your investment in Adobe Analytics.

Common questions that have been asked and answered include:

  • What data is being collected on my site and where is it going?
  • Why am I observing significant differences in some of my KPIs?
  • How can analytics help enable my use cases?
  • How can I leverage analytics with other tools as campaign and target?
  • Which solution is best for creating segments?
  • Are my channel processing rules set up the right way?
  • I think my tags are broken (or are not firing). How can I detect issues earlier?

Campaign maturity

Want to learn more? Join us for our webinar, Customer-Centric Experiences with Adobe Campaign on August 4th. Sign up here.

Here’s an alternative to cookies for user tracking

Instead of having your analytics toolset read a cookie, pass a unique identifier associated with the user ID. Learn how to do it and keep it privacy compliant.

The post Here’s an alternative to cookies for user tracking appeared first on Marketing Land.

For over 20 years, website analytics has leveraged the use of persistent cookies to track users. This benign piece of code was a mass improvement over using a user’s IP address or even the combination IP and browser. Since it was first introduced, the use of these cookies has become the focus of privacy legislation and paranoia. So what alternative is there?

If your website or mobile application requires the creation of user accounts and logins, it’s time to plan to transition away from cookie-based tracking to user ID tracking. In simple terms, instead of having your analytics toolset read a cookie, you pass a unique identifier associated with the user ID and then track the user via this identifier. Typically the identifier is the login ID.

Preparing for advanced tracking

Step 1

Ensure that the user ID you’ve deployed doesn’t contain Personal Identifiable Information (PII). Too often, sites require users to use their personal email address as a login ID or event their account number. These are PII. If this is the case with your organization, then the trick is to assign a random unique client identifier to all existing accounts as well as for any future accounts as they are created. 

Step 2

Have your developers start to push the User ID to the data layer. This way, the variable will be there waiting for your analytics software to read it once you’re ready to implement the new tracking method. Check with your analytics software on the variable name for this element as it varies from analytics software to software.

Step 3

Create a new view/workspace within your analytics software and configure it to track users by their user ID. Most analytic packages will still set a temporary cookie to track user behavior prior to their login and then will connect the sessions. This way you can see what a user does on your site even prior to them logging in and what site visitors who never login do.

Benefits of tracking users by user ID

Improved accuracy

The use of cookies is flawed in many ways. If users jump between devices (from desktop, to mobile, to a tablet, or office computer to home computer) you can’t track that it was the same user. This generates inflated unique user counts.

What if a user clears their cookies (perhaps they’re utilizing antivirus software that purges all cookies every time the browser is closed)? Once again this leads to inflated user count data.

By tracking a user via their user ID, you’ll obtain a more accurate count of unique users on your site.

Cross Device Tracking

This is perhaps one of the greatest benefits of tracking users by their user ID. You can now see how users interact with your site and/or mobile app. How many use a combination of devices. Is there a specific preference for which type of device might simply be used to add to a shopping cart, only to have the order processed on another device?

Greater Analytics Insight

Armed with enhanced analytics data, new and potentially powerful insights can be harvested. With this new knowledge, you can better direct internal resources to focus and enhance the user experience and optimize the user flow for greater profits.

Real life examples

The following examples demonstrate the power of tracking users by their user ID. 

Overview – Device Overlap

The following image shows what percentage of accounts use which type of device and the percentage that use a combination of devices. For example, while 66.6% use only a desktop, 15.8% use a combination of Mobile and Desktop.

User Behavior – Device Flow

Reviewing the device flow leading up to a transaction can provide some of the greatest insights from this enhanced analytics tracking methodology.

While it might not be surprising that the two most common device (by number of Users) paths were Desktop only and Mobile only, what was surprising to me and to the client was number 3. While the device path of Desktop -> mobile -> Desktop is only experienced by approx. 3% of users, it accounts for approximately 8% of all transaction and over 9% of all revenue generated.

The minimal overall use of tablets was also a bit surprising. Of course the mix of devices does vary from client to client.

Assisted conversions

By dropping the use of cookies, the quality of the data of assisted conversions is significantly increased. For example, how many people read an email (can easily be tracked when opened and attributed to a user ID) on a mobile device, click into the site, browse around to and review the items that are being promoted (maybe add them to their shopping cart). Then think about it for a bit before logging-in later via a desktop to complete the transaction?

For example, from the above report, one can objectively assign a more accurate value to SEO efforts by examining the role Organic Search traffic played in generating sales. While a source of an immediate sale (in this case) from organic search generated traffic represents 1.3% of total revenue as an assist in the sales cycle, it played a role in over 10.4% of generated revenue.

Enhanced user insights

In this example, the client allows its customers to also have multiple logins for their account. Essentially a user ID represents a customer/client and not a single user. The client operates in the B2B world where multiple people within its clients’ organizations may require unique logins and rights (who can order, who can just view product details, who can view or add to the cart but not place an order, etc.). By leveraging both tracking by user ID and recording a unique login id within their analytics, these additional insights can be obtained.

user-breakdown.jpg

The above report not only breaks down revenue by division, but demonstrates how within different division users use the site differently. In region 1, there is almost a 1:1 relationship between user ids and login ids. Yet in Division 3, the ration is over 4:1, this means that for every customer there is an average over 4 logins being utilized in Division 3.

How can they leverage this data for more effective marketing? By understanding that within divisions there are differences, carefully crafted email marketing can be created to target customers differently with multiple logins vs. single account/login customers. 

A further dive into the data could also reveal which login IDs are only product recommenders (only view products) from those who make specific product requests (add to the shopping cart and never place the order) from those who only process orders and from those who do it all. Each one needs to be marketed to differently with different messaging to optimize the effectiveness of the marketing effort. It’s through detailed analytics that this audience definition can be obtained.

Is tracking by user ID right for me?

Making the decision to change how you track your users is a difficult choice. First, does your site/mobile app require users to login at a reasonably early part of their journey? This is ideal for e-commerce sites and sites where the vast majority of user interaction takes place after the user logins into the site/application.

If you’re running a general website with the goal to merely share information and generate “contact us” type leads, the answer to making this switch is no.

If you have a combination of a general information site plus a registered user section, then yes you might want to consider making this change and perhaps just for the registered user section.

If you do make this change, don’t stop running your other analytics views/workspaces that use cookies. Keep them running. By operating two different views, you’ll be eventually able to reconcile the differences between the two, plus it makes it easier to explain to those who you report to, why you’ll be reporting a dramatic drop in the number of users. Of course, when you first make the switch, all users will be first-time users so expect a major increase in new visitor traffic.

If you decide to make this change, don’t forget to review the impact of the change with your legal department. They will tell you if you need to update your privacy policy.

The post Here’s an alternative to cookies for user tracking appeared first on Marketing Land.

Feedback optimization: A user-first approach to SEO

Feedback optimization is the process of using readers’ comments to improve your content. See how this strategy can improve SEO performance while creating better search results for your audience.

The post Feedback optimization: A user-first approach to SEO appeared first on Marketing Land.

In my last post, I shared how UGC (User Generated Content) helped my nonprofit client create authoritative articles that 1.) saved both of us loads of time and 2.) crushed it in search and social. (Update: that same client’s organic blog traffic is now up +776% Y/Y).

But the wins don’t stop there. I discovered that users’ comments on the posts themselves not only provide great supplemental content that may help the page rank, but also offer amazing insight into how to further optimize the content.

I call this “Feedback Optimization” – the process of using readers’ comments to improve a piece of content for relevancy and user intent. 

Doing this improved a top query’s click-through-rate (CTR) by +96% P/P with no change in ranking position. Intrigued? Here’s how it works:

Feedback optimization process

1. At the end of your article, include a call-to-action (CTA) to comment. A clear next step can encourage more engagement on your site. Simply ask users to leave their thoughts and ideas on the piece. 

Here’s an example of a comment CTA: “We’d like to hear it from you: what are some of the best ideas you have around this topic? Leave a comment below!”

2. Promote the article on social and email. Cross-channel promotion can spark a burst of comments from users who are already engaged with your brand. 

3. Analyze the comments, both on the article itself and on social. Once your piece has gathered a few comments, read through them and take notes of what you find. Pay special attention to ideas that multiple users share. 

And remember: it’s best to remain true to your business’s values and perspective. A user who simply disagrees with your stance may not provide the most relevant feedback. Focus on consistent, helpful responses rather than singular opinions.

4. Update the article to incorporate readers’ ideas. This can mean adding relevant tips that users share, or updating/removing content that has received negative feedback. The goal is to tailor your content to what your audience truly wants. Then, you can re-promote to get feedback on your improved article!

5. Add Feedback Optimization to your ongoing content strategy. Consider checking the comments on top pieces every 3-6 months, rather than this being a one-off project. Regularly incorporating user feedback can supply new ideas that keep your content fresh (which we know is a search success factor).

Now you may be wondering – will I actually see an SEO benefit from this effort?

The results

I tested this exact process on one of my client’s listicles. I read through the ~100 comments and quickly noticed a pattern: three of the suggestions missed the mark for a handful of commenters.

Fortunately, many of these users also offered ideas on what to replace those items with. We were able to quickly pivot the list items and descriptions to what our audience felt was more helpful. 

Note: Comment analysis may sound time-consuming, but for reference, it took me less than 30 minutes to comb through all the comments and understand what needed to be changed.

After updating the content and submitting to Google Search Console for faster indexing, we saw nearly immediate results. CTR on the best-performing featured snippet increased +96% P/P, from 14.2% to 27.8% with no significant change in ranking.

We also saw a +21% traffic boost to the page, with improvements across most keywords.

It’s interesting to consider: you can own the snippet—the holy grail of ranking positions—but if people don’t like what they see, they may simply move on. 

And even if you don’t own the snippet, user perception still impacts a variety of factors that may affect your page’s performance: backlinks, dwell time and comment sentiment, to name a few.

Short on comments? Try these 3 tips

1. If you don’t receive a lot of comments or social engagement on your own pages, try looking at competitors’ articles for the same keywords. They may have comments on their pages that would be relevant for your own content!

2. It also never hurts to directly ask (if appropriate) a few people you think the article’s topic applies to. Gathering even a few opinions can bring to light obvious ideas you may not have thought of. 

3. Finally, look at your article’s queries in Google Search Console to see if searchers are finding you for topics that you should dive deeper into in the piece. 

For example, one of our SaaS clients has an article about team meetings that started gaining traction for “online” and “conference call” keywords when quarantine began. We updated the language to be more relevant for virtual meetings – applicable not only during the COVID-19 pandemic but also as the working world shifts more and more remote. 

Final thoughts

Beyond the traffic gains, the point of this process is to listen to our audiences and create the best possible content to suit their needs.

I hope these results encourage content creators to prioritize user perception alongside the “search engine opinion.” Asking for feedback and acting on helpful suggestions is one way to create better search results that can truly make a difference. That’s something I think we can all get behind.

The post Feedback optimization: A user-first approach to SEO appeared first on Marketing Land.

Best Contact Management Software

Want to jump straight to the answer? The best contact management software are Salesforce Essentials and Insightly.  In sales, your customers are your lifeblood. After all, a business without customers is just a hobby. That’s why you need to invest…

Want to jump straight to the answer? The best contact management software are Salesforce Essentials and Insightly.  In sales, your customers are your lifeblood. After all, a business without customers is just a hobby. That’s why you need to invest into a good contact management software. It helps you keep track of all of your […]

The post Best Contact Management Software appeared first on The Daily Egg.

9 Savvy Apps Every UX Consultant Should Have in Their Toolbelt

UX consultants can make use of many helpful tools to improve performance and productivity. From the designing to the testing phase, having the right apps and services at your disposal can make all the difference. Here are 5 indispensable tools that no …

UX consultants can make use of many helpful tools to improve performance and productivity. From the designing to the testing phase, having the right apps and services at your disposal can make all the difference. Here are 5 indispensable tools that no UX consultant should be without. 1. Sketch for Design Sketch is a powerful […]

How to Find Those Hard-to-Reach Audiences in SparkToro… Fast

Every day, I help folks in fascinating, unique niches uncover key information about the audiences for their marketing efforts. It’s a fun problem! For a few minutes, I get to feel like a digital Sherlock Holmes, digging into their products and se…

Every day, I help folks in fascinating, unique niches uncover key information about the audiences for their marketing efforts. It’s a fun problem! For a few minutes, I get to feel like a digital Sherlock Holmes, digging into their products and services, trying to understand their customers, and then figuring out how to target them in SparkToro. But, one Rand…