This week: Facebook’s New Report On Brand Using Stories, Create Awesome How-To Content & Well Crafted SEO Strategy For The Holiday Season.

The Week In Internet Marketing

Happy Tuesday!

In today’s This Week in Internet Marketing, we’re covering Facebook's new report on brand using stories and how to create content in five simple steps. We will also discuss how to report on the impact of paid search campaigns, as well as delve into how Yelp and Google deal with fake reviews. Lastly, we will discuss how to create well-crafted SEO strategy for the holiday season.  Let's dive in!

Facebook Publishes New Report on the Brand Potential of Stories

According to Mark Zuckerberg, Facebook stories and private messages are the company's "fastest growth vectors." Many people don't pay a lot of attention to Facebook stories, so why would the CEO make such high claims?

In this article, Andrew Hutchinson discusses and provide some insights on how Facebook stories can help brands connect with its audiences. A report conducted by Ipsos suggests that 18,00 people, aged between 13 and 54, from across 12 countries self-reported using stories on Facebook, Instagram and WhatsApp Messenger. This survey was conducted to find out if brands can connect with audiences through stories, rather than ads.

Brands, when showcasing their product information on their stories, are more likely to connect with their audiences. The consumer wants to see product sales information, content that's quick and easy to understand, and  brand stories that 'feel real.' Consumers like to see behind the scenes type of content.

If you haven't leveraged Facebook Stories yet, then what are you waiting for?

Create Awesome How-To Content in 5 Simple Steps

Ever heard this phrase, 'Content is King?' Content in digital marketing is more essential than ever, as a well-established content marketing strategy is an integral component to SEO. Content needs to be informative, and sometimes it can be entertaining to deliver the right message. Your audience needs to learn about your product and service, and they gain this information from the content that you provide. Poor content will not help you stand out from your competitors.

In this article, Jon Clark discusses why is it essential for every brand to create a content strategy in five steps.

Content that is created without conducting research is just a waste of time and resources. Understand what kind of information your audiences are looking out for. This can be found by holding quizzes, surveys on social media or websites. Research on what your competitors are doing, what topics they are picking. Once you've picked your topic, the next thing you need to choose is medium through which you will deliver the message.

When you are deciding on your keywords, use natural language because when someone is looking for answers, they type in or say "how to" or "how do I." Your focus should be on the person who's looking out for information on the internet.

Your audience like to see visuals, so keep in mind to add visuals to your content whether it is graphs, diagrams, visual images.

Now you have got a little success in content marketing, and you will keep looking for more ways to create better content; this is where you'll encounter chances and risks. Remembering to focus on smaller goals and achieving one thing at a time can be helpful.

Yelp vs Google: How they deal with fake reviews

Businesses with fake reviews online are not something new, but phony reviews are never good for your reputation. So what do companies like Google or Yelp do about these fake reviews?

Joy Hawkins compares both Google and Yelp's stand on fake reviews. Yelp has an automatic filter that instantly catches fake reviews; they remove listings from their system upon finding a false review. They also stop the business from advertising. Google, on the other hand, takes none of the mentioned actions.

If a business wants to report a fake review, then they will have to ask Google to remove the review manually. When requested to Google to remove the fake review, you'll need to provide evidence on why the review is fake.

It is surprising to see how two companies act differently towards fake reviews; but of course, it's always good to know.

How  To Report On The True Impact Of Paid Search Campaigns.

Paid Search practitioners always want to know how a particular campaign performed. Measuring the drive can be a bit of hassle when robust and reliable analytics is not set up.

In this article, Chris Evans explains how because of Google Ads, Bing and Google Analytics, it has become more accessible for paid search practitioners to measure their campaign performance. Three ways you can drive calls from paid search includes:

  • Call from ads
  • Website phone calls
  • Mobile click-to-call

Call from ads includes calls from call-only ads and call extensions. Website phone call is very similar to this; the only difference between these two is that websites track the user's phone number on the website. When a user clicks on the call button on any Google, then this conversion is classified as a click-to-call ad.

Recently, there was a new conversion option called 'Local actions' available on Google ads account. This new conversion option includes several valuable user interactions. When users click on the ad and get driving directions from Google is called Directions. When users visit the website through Google My Business profile is called Website Visits. Other engagements, orders, menu views, and store visits are some different types of drive calls.

Why a Well-Crafted SEO Strategy Is Imperative For The Holidays

The holiday season is just around the corner, and it's now time to craft your SEO strategy accordingly. Identify the problems your audience will look for during the holiday season. In the world of SEO, a lot has changed over the past year — but one thing remains. The goal is to create a high-quality content, and rank above your competitors.

Understand what keywords your audiences will use while searching for your product or services, and keep the holiday season in mind. Visit your competitor's site to identify the right keywords. Google Keyword Planner, Moz, and Wordstream are just some of the tools that can be used to help you find the right keyword.

Now that you have identified the keywords you will be using, now it's time to see what your competitors are doing with their content. Go online and check out the websites that drive more traffic. What content are those websites showcasing? Is there an infographic? Short video? A blog? Identify how they deliver their content. Is their content mainly information-centric or are they entertaining, too? The goal here is to analyze what your competitors are doing and then create something better than them.

By now you should have some ideas about what content you want to deliver to outperform your competitors. Your only aim here should be to create a smooth and straightforward content that will provide true value to your audience.

Click here to find out more about the rules of SEO during the holiday season.

It's a competitive market. Contact us to learn how you can stand out from the crowd.

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