4 Digital Marketing Trends to Watch in 2018

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Business vector created by Freepik

It’s hard to believe the holiday season has arrived once again, and before we know it we’ll be ringing in 2018. After a busy holiday season, a new year is an opportunity to refresh your marketing priorities. Marketing objectives and strategies are constantly evolving, and certain approaches that worked last year may no longer be best practice today. Here are 4 things you should know about marketing for 2018.

1) Amazon is King:

White-Amazon-LogoWhen you have a question about something, what do you do? Usually without thinking, I turn to Google.

So, would it surprise you to learn that Google is surpassed by another search engine? Currently, Amazon holds the crown as the most used product search engine, with 59% of product searches happening on their site. And they’re not only a resource for products—Amazon also offers a wide range of services, including AmazonFresh grocery delivery, web cloud storage, and TV, movie, and music streaming. It’s even possible that Amazon will be offering prescription medications in the near future.

But as a business owner, you should know about Amazon Services. It essentially works as an Amazon search engine for professional services. Whether you’re an electrician, computer repair person, or pool cleaner, your customers can search for, purchase, and review your services, all through Amazon. This is already taking off in larger cities across the U.S., and will likely be popular in our region in just a year or two. If you want to get ahead of the game, it could pay off to claim your spot on Amazon today.

2) Website Accessibility:

Have you heard about the Web Content Accessibility Guideline? If you plan to have a website in 2018, listen up. While there are no standardized rules for what a website must have to be considered “accessible,” the web has been labeled as a “place of public accommodation.” Essentially, you could run into legal trouble if your site isn’t accessible or functional for people who use assistive technologies, like browser reading software, when on the web. You’ll probably want to refer to your website provider for specifics on how to adjust your page for accessibility, but some things to start with include:

  • Ensuring all your images have alternative text
  • Including subtitles for your videos and/or a link to the video’s transcript
  • Creating obvious links to your home and site map pages for easy navigation
  • Give every page a primary title (H1) and as you move down the page present headlines in ascending order (H2, H3, etc.) without skipping any (i.e., don’t go from H1 to H3)
  • Make link text descriptive (Learn about SEO on our Web Tips page rather than Click here for SEO tips)

3) SEO Factors: 

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Background vector created by Makyzz – Freepik.com

Search engine optimization (SEO) is one of the fastest changing aspects of marketing. It is always evolving, and your website must evolve with it or be left behind. Focus on these factors:

Improve Site Speed

A load time between 2 and 3 seconds is considered excellent. The average webpage loads in between 5 and 7 seconds. Nearly 1/3 of web users will leave a site if it takes 7 seconds or more to load, and that number increases for every second longer it takes to open your page. There are number of free web tools you can use to determine the speed/loading issues of your page.

Relevance > Key Words

Search engines have gotten smarter at being able to determine the intent of your page. This means that the heavy use of keywords isn’t as critical as it used to be. In fact, 35% of top search results don’t include any keywords in the title of the page or article. You can focus more on being readable to your human audience rather than including keyword-heavy titles and anchor text.

Keep Using Meta Data

Title tags and meta tags are still effective SEO tools. A title tag should be no longer than 70 characters, while meta tags shouldn’t go over 175 characters. Alt tags are essential too, not just for accessibility, but also for improving search rankings.

Social Doesn’t Improve SEO

Social media is an effective marketing tool, but having a strong social strategy won’t improve your search rankings. However, don’t neglect it all together; it’s a great tool for building trust with prospects and current customers.

Be Clear and Concise

Just as web users expect your page to load fast, they expect to find what they need on the page quickly, too. Make your page navigation simple and straightforward. And, if your web page will be answering a question, make sure you answer that question in the first three sentences of text, or you risk losing the reader’s attention.

4) Marketing with Facebook Ads: 

If you haven’t started advertising on Facebook, get ready to jump right in. There are over 200 million active Facebook users in the U.S., active for an average of 50 minutes per day. That represents a significant number of opportunities for you to connect with your audience.

Facebook ad targeting strategies have become more specific than ever. You can air different advertisements based on your goals, whether it’s to increase brand awareness, traffic, lead generation, or conversion rates. You can segment your ads to only be seen on mobile devices, and even to reach an audience based on life events. If an individual puts their location information on Facebook, its algorithm can tell that he or she moved from Florida to Vermont, and ads will appear to them for things they’re likely to need, such as snow removal services, winter tires, or cold weather gear.

What marketing trends are you noticing or trying, and how do these trends relate? If you’re looking to enhance your marketing strategy for 2018, contact Paw Print & Mail to start the conversation.

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Step Up Your Website’s SEO

Search Engine Optimization key words

I don’t know about you, but when I think about buying something, I like to do my research. It’s important to me to know a bit about the company I’m doing business with, and to see if their product or service is truly the best option. And with a world of information available just a click away on the internet, it’s easier than ever to find the information I’m looking for.

According to HubSpot, 81% of consumers do online research before making a purchase, especially for larger investments. And, 64% of web traffic comes from organic searches, rather than ad clicks. It’s critical that consumers are able to find your website during a web search. You can drive more traffic to your site using search engine optimization (SEO).

What is SEO?

SEO involves strategies to ensure your website will be visible in search engine results. It’s usually possible to find the information you’re looking for in the first page or two of search results. Consumers aren’t going to go through multiple pages of results if they don’t have to. Sites that appear higher up in a search are going to have the most visitors. How do companies get their sites to appear first? They’ve implemented SEO.

You can also increase SEO value with paid advertisements and by sharing content on social media. But today we’re going to talk about how you can make changes on your website to achieve a higher SEO ranking. You’ll start generating more traffic and more leads organically, without the expense of a paid search.

1) Track Web Visitors

To get the most value out of optimizing your site, you’ll want to keep track of the numbers. You can use software like Google Analytics to determine how many web users visit your website, how long they stay on the site, as well as what pages they visit the most. If you know before making any adjustments to your SEO what kind of traffic your page sees, it is easier to measure the effectiveness of your efforts, and test different words and phrases to get better results.

2) Use Title Tags

SEO title tag descriptions

The title tag appears in two places. In a search result, it’s the headline text that you see and can click on. Once you click on the link, the title tag also appears in the tab at the top of the web browser.

A title tag should be a concise and accurate description of what the webpage is about. For instance, our website’s homepage title tag is “Printing & Mailing Services, South Burlington, Vermont | Paw Print & Mail.” The title tag picks up on key words that a prospect is likely to put into the web search bar.  If someone were to search “printing services Burlington Vermont” the search platform would pick out those words from our title tag, and our website would appear higher in the search results.

When creating a title tag, you’ll want to keep it under 60 characters so that it is easy and quick to read. Also make it readable, as if you’re speaking or asking a person a question—a list of keywords won’t do. Instead of “SEO title tag keywords web search,” or something along those lines, try “How to Optimize SEO with a Title Tag – ABC Company.” Web users may be looking for information related to the terms in the first example. But it isn’t user friendly and doesn’t tell you what the web page is actually about or who created it.

Another important tip is to give each of the pages on your website a unique title tag. This increases the phrases and keywords associated with your site and the chance that your site will appear in search results.

3) Write Meta Descriptions

This is the text that appears below a title tag in a web search. It’s usually a sentence or two that gives users an idea of what they’ll find on your site, so keywords are important here too.

SEO meta description examples

While not as closely tied to a search result ranking as a title tag, the meta description allows a web user to determine if your site is relevant to what they’re searching for. It can be the factor that leads someone to click on your site, or not. Using action oriented words and phrases in the meta description will help compel a web user to go to your site and take action.

Google allows meta descriptions to be up to 320 characters long. But you may find a shorter description conveys your point more concisely. Like the title tag, meta descriptions should be different for each page on your site. A generic meta description for every page on your site decreases the relevance for web searchers, as it is not descriptive enough.

4) Add Internal Links

Internal linking means including links on each of your pages to other pages on your website. You can include them in the main navigation bar and throughout the copy. Your home page has the most SEO value of any page on your site. When your content can be easily reached through links on the homepage, it has greater value in a search result.SEO spider

Think of it like a spider crawling through your site. A web search sends out spiders to every search result. The spiders are happy when they can easily crawl to the bulk of your site’s content just by accessing the home page—like a well-designed web! The happier the spider, the more search value your site will have.

Make it easy to navigate your site, too. Clear headers in your navigation bar and a consistent layout on each page will allow visitors to quickly find the information they’re looking for. When your website is easy to navigate, spiders will like it, and so will your prospective customers.

5) External Links

These are links that go to any site or domain other than your own. Search engines place greater value on links that lead to separate sites than internal links to your own site. External links add to the authority of your site, especially when you link to a reputable source, and add to the relevancy of your content in the search engine’s eyes.

Linking to another site can also help you to develop a relationship with that site. By sharing their content, you make them aware of your webpage, and hopefully they will see you as a source to link to for the future.

External links are enhanced when you focus on the words you are using to hyperlink, the anchor text. Rather than hyperlinking the words “click here,” make your anchor text descriptive. If you’re linking to a source about increasing SEO value, your anchor text could be “top ways you can increase SEO value.” These are the kinds of keywords people will use to search for information about the topic, and it helps give a sense what the link is about.

6) Generate Fresh Content

The marketing climate today demands that companies be producing fresh content on a regular basis. In addition to supplementing your overall marketing strategy, new content can help to increase traffic to your webpage. One of the best ways to do this is by regularly publishing a blog. Writing about topics that your audience is interested in and searching for will allow you to appear in a wider range of search results, giving web users greater exposure to your brand. Blogging also builds your authority as an expert in your field or industry.

7) Include Image Descriptions

Images are a key part of a website’s content, but a web search looks for text only. “Alt” tags are a way to add SEO value to the images on your site. Including a tag for each image can help increase the search ranking of your site, especially when you write it with SEO in mind. The alt tag should be specific and include key words but, like the title tag, should be a readable/conversational phrase. Alt tags are also a critical piece of website accessibility, as they ensure visitors who can’t view the images can still understand what your content is about.

8) Test Your Loading Time

While not directly related to search results, the time it takes for your website to load can also be a factor in the level of traffic you’re seeing. 40% of people will abandon a website that takes longer than 3 seconds to load.  And the longer the site takes to load, the higher that percentage gets. Make sure that your prospects can not only find your site, but can get to it as well. Try some of these strategies to speed up loading times.

9) Create Search Friendly URLS

Create a standard system for naming your page URLS. Often when a page is generated, it will be a random mix of letters, numbers, and symbols that are not attractive to a search engine. If you sell apparel, for example, a friendly URL could be “www.apparelcompany.com/women/tshirts.” The search engine will put that site high in the search results when someone looks for women’s t-shirts.

Writing compelling web copy isn’t easy, and Paw Print & Mail is here to help! Contact us today and ask about our professional copywriting services.

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