When you ask any question in Google or search with any keyword, a special block of information may appear, which is known as a featured snippet.

This block will contain an extracted summary of the answer from a webpage, a link to that page, and most of the time, a related image. Google extracts the summary programmatically. If you can place in any particular keyword for the featured snippet, you will get special attention of the person searching about that topic. The result? More clicks, more traffic.

Here is one example of a featured snippet, from our main site weDevs.com. The competition of that long tail keyword is relatively low, and there were not many resourceful articles about this topic on the internet. So achieving this Google snippet was easy for us.

You can opt out from featured snippets (using <meta name=”googlebot” content=”nosnippet”> tag on your page). But according to Google, there is no way to mark your page with a featured snippet. It is a fully programmatic process.

In my research about Google featured snippets, I have found some interesting things about this special block of information. In this post, I will cover them. Using these insights you can get success in your featured snippet SEO.

First of all, let’s see a featured snippet.

My search query “who was Alexander the great?”

There is an image of Alexander the great in this snippet. If you click in that image you will see the image is taken from the same webpage of biography.com.

But this is not the case for every featured snippet. Sometimes the Google bot takes the picture from one site and text from another site. Look at these images below, where I have searched for two other historical figures.

If your image has related text of the search query, it may appear in the featured snippet. I have found some of these kinds of featured snippet images, one is for the keyword SEO.

The featured snippet image can come from YouTube videos, too.

Sometimes a table of facts can appear in the special information block. Here is one example of the search phrase “Ibn Khaldun quotes”.

The webpage of this snippet has a table of quick facts about historian Ibn Khaldun in an article. Googlebot grabs the information box from there.

How to get a place in the featured snippet for a particular keyword?

1. Structure your post better than your competitors for that particular keyword. You can use snippet bait for this. Snippet bait is a 40 to 60 words block of information designed to be featured on FS. This short block of information should clearly answer the question you are targeting.

2. Optimize your content for mobile search. If your site is not mobile friendly, it will be hard for you to get a place in the featured snippet.

3. Use lots of H2 and H3 tags. These will help Google bots to identify your information fast.

4. Use a table of facts for quick summarization. Summary and table of facts also useful for readers to get a quick picture of the content.

5. List a bullet point summary with 40 to 60 words. As a reader, I find it very helpful. An example from a blog post.

6.  Find competitors’ featured snippets using SEO tools like SEMrush or Ahrefs. And then in your content, write a better snippet bait.

7. Get connected with more high authority sites by linking to them. And hopefully getting links in return.

8. From all types of the snippet (paragraph, table, and list), a paragraph snippet performs better. So, spend more time to optimize your contents with little information boxes.

9. To rank for a list snippet, a step by step guide content is most suitable. Use H2/H3 subheading tags for every step name.

10.  If you want to rank for table snippet, use tables in your content with quick facts. Table structure should be simple, well formatted so that the Google bot can easily pull data from it.

11.  Increase the site loading speed. You can read more about that here, here, and here.

12. Adopt HTTPS and secure your URL.

A case study of featured snippets: Your site’s ranking doesn’t matter much

It is not about your site’s SEO ranking or how many backlinks you have.

Mostly a featured snippet depends on the quality of the content and structure of your content. If you search by “how much muscle can you gain in a week?” you will see a featured snippet from a site named aworkoutroutine.com. This bodybuilding site is defeating bodybuilding.com in featured snippets while in the actual search result, it is in the number two position.

The content of aworkoutroutine.com is well structured, very suitable for skim reading. Also it has useful information in boxes.

Besides the content of the bodybuilding.com is just a typical structured one. We can see the SEO position of these two sites from MOZ’s link explorer tool.

Bodybuilding.com

aworkoutroutline.com

Another David and Goliath story, where the underdog is defeating the stronger. So, the basic point is, well-structured content can defeat a high ranking page in Google featured snippets.

Share your thoughts in the comments.

Muradul Islam is a Business Analyst at WeDevs.

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With Google and Facebook gobbling up more of the internet ad market this year, the rest of the players are left battling for a shrinking slice of the pie, according to research and consulting firm WARC’s latest Global Ad Trends report.

Duopoly’s growing share. The report has the duopoly growing its share in 2019 to command 61.4 percent of all internet ad spend, resulting in the first decline (by 7.2 percent) of the ad spend available to other online media owners. In fact, when WARC looked at all advertising expenditures, online or off, Google and Facebook will bring in 29 percent of the total — $176.4 billion.

Why you should care. The reason Google and Facebook have been so successful, according to WARC, is their development and dominance of the ad formats online marketers have found to perform most effectively: paid search and social. Additionally, the ease of use of the self-service ad buying tools offered by both companies make their products accessible to nearly every business, from the largest to the tiniest, wrote WARC data editor James McDonald.

That doesn’t mean there aren’t alternatives and challengers, however.

Enter Amazon. But their dominant positions aren’t unchallenged. Amazon this year has released a number of improvements to its ad-buying interfaces, such as improving the usability of its DSP, extending the reach of Sponsored Products, adding a rewards program tool, incorporating customer acquisition metrics and enabling dynamic bidding for Sponsored Products ads.

WARC pegs Amazon revenues from advertising at $14 billion in 2019. It’s just 13 percent of Google’s forecast $107 billion in ad revenues this year, but, just as our own Amazon advertising survey noted, WARC found 69 percent of marketers responding to its poll intended to increase their Amazon ad spending in 2019. And WARC notes that the Amazon business threatens Google’s paid search dominance the most significantly, because the retailer can easily match up advertisers with customers that are nearly ready to make a purchase.

Though smart speakers like Amazon’s Alexa and Google Home aren’t yet monetizing their voice search results with ads thus far, WARC notes that Amazon’s devices are used by 63 percent of smart speaker owners, many more than use Google’s version, and they also boast 15 times more Skills than Google’s platform.

Facebook Watch hasn’t broken through. WARC notes that Google’s main competitor for streaming video dollars — valued at $30 billion in 2018 and growing rapidly — is Facebook, which has sought to position Watch as a brand-safe YouTube alternative. It hasn’t yet made much headway, however.

When it comes to competition, Facebook has done a great job of hedging its bets by developing its Instagram property at a time when Edison figures suggest as many as 15 million U.S. users — most between 12 and 34 — have departed Facebook’s core platform since 2017.

About The Author

Pamela Parker is Content Manager at Marketing Land, MarTech Today and Search Engine Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998. She’s a former managing editor of ClickZ, and worked on the business side helping independent publishers monetize their sites at Federated Media Publishing.

Most B2B marketers are already executing, or are thinking about implementing, an Account Based Marketing strategy. Today, B2B marketing is not about generating a huge volume of leads, but rather is focused on reaching specific individuals at specific target accounts. Have you thought about the content requirements associated with ABM? Here are four tips to ensure that your content development plan supports your Account Based Marketing approach.

Marketing to an account vs. an individual prospect

Shifting your focus from lead-centric to account-centric marketing starts with recognizing that you are marketing to a group of people at a specific company, not a huge pool of unrelated prospects. This is where personalized content comes in. By delivering unique, relevant content to each target account, you enhance the customer experience and improve your overall marketing results. Let’s look at content development needs based on personas, roles, website visitors, and your lead nurturing program.

Build personas for each buyer role/tier

Start by building three to five personas that represent your target account tiers (or roles) and thinking about their job needs and content requirements.  For example:

• Tier 1: buyers within your target accounts. These are your primary decision makers. Think about the challenges and opportunities associated with their job. What problems are they trying to solve? How do they make decisions? Where do they consume information?
• Tier 2: influencers within your target accounts. These people may not have purchasing authority, but they do influence the vendor selection and buying process. What do you know about the influencer’s job? What is their role relative to the buyer? What specific challenges are they addressing? How might they inform the process?
• Tier 3: known experts in your target industries. How do these people establish themselves as industry leaders? What are they talking/writing about? Where do they share ideas? How can you increase their influence?

Develop content for each persona

Engage each persona by providing specific content, delivered in a desirable format. Make sure that the content resonates with this particular role based on their unique needs, challenges and success goals.

“You need to create stories that the right people in your targeted companies would actually like to read and share.”  – Johan Sundstrand, Freya News

Content examples by persona:

• Tier I buyers, especially those in the evaluation and selection phase, are often looking for product comparisons.  This type of information can easily be delivered in a simple chart or infographic form.
• Tier II influencers might appreciate a short podcast or video focusing on their particular challenges and needs related to this solution.
• Tier III industry experts tend to gravitate to in-depth research studies such as a downloadable eBook.

Personalize content based on persona

When developing content, think in terms of appealing to both broad groups and individual people:

• Create content that is relevant to people in a specific industry
• Create content designed for all personas at a target account
• Create content for individual people within a high-priority account

Industry-oriented content. The broadest from of ABM appeals to an industry. Using industry-specific eBooks in conjunction with web personalization presents relevant content and messaging to all prospects within this target industry.

Content for buyers and influencers. The connection at the target account must be made with multiple personas at the buyer and influencer level. The content created around the personas should resonate with where the person is in the buying-cycle.

• In the awareness stage, informational content and messaging can be used.
• Moving to the interest and evaluation stage, perhaps personalize a case study or eBook by adding more examples relevant to the target account.

Individualized content. A highly personalized piece of content using a one-to-one communication method targets one or two key individuals within your highest priority ABM accounts. Specific content, such hyper-focused messaging for invitation-only events and direct mailers addressed to the individual person is key.

78% of B2B marketers report higher-quality content creation resulted in increased overall marketing success. – 2018 Content Marketing Institute survey

Personalize your website for target accounts

Don’t forget about website visitors! I urge marketers to utilize tools such as Marketo Real-Time Personalization or Optimizely which allow you to identify the company and industry of a website visitor and serve unique, relevant content. Here are two ideas:

• Many marketers display different versions of the homepage based on visitor insights. For example, when a person in the financial services sector visits your home page, they see messaging, images and content specifically related to their industry.
• Create account-specific content to feature when people from high-priority target accounts visit your site. For example, messaging, images and content are personalized with the company name and logo.

“It’s not always ‘download this’.  You don’t always want to take people to gated content. We find that case study pages with some kind of demo call-to-action work really well in ABM.” – Sangram Vajre, Terminus

Implement account nurturing with a human-touch

ABM doesn’t end with your digital efforts. Prospects at target accounts need to be engaged and nurtured over time. Old-school direct mail items can help to build relationships with leads and move them forward in the sales pipeline.

Here are three (non-digital) marketing ideas to support your ABM efforts:

• Send a recent business report or news article to your high-priority ABM contacts.
• Handwritten letters never go out of style.
• Don’t miss the opportunity to send personal invitations to local events.

Align your content strategy with ABM success

Make sure your content strategy is aligned with your buyer personas and addresses their top challenges/needs. Ensure that content is truly helpful at each phase of the customer journey and delivered in a desirable format. Customize and personalize content whenever possible, and don’t forget to utilize non-digital channels.

We’re all familiar with the popular phrase: “content is king.” This adage has never been truer than with a  highly-targeted, personalized, account-based approach to marketing.

Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.

About The Author

Natasha Humphrey began her career in digital marketing in 1999 and specializes in integrating digital marketing strategies and analytics for a variety of business verticals. She has spent her career on the Agency side and is currently managing paid media accounts for SmartSearch Marketing.

Does social media have an impact on your SEO? Do retweets, shares, and likes of a page actually boost that page in search engine results?

Studies like this one by HootSuite have suggested that there’s a correlation between social media shares and higher rankings. You might have noticed that yourself: content that ranks well on Google often also has a lot of shares, retweets, and likes.

Most experts agree, though, that rankings aren’t directly affected by social signals. (And that’s what ex-Googler Matt Cutts said on the subject a few years ago, too.)

Google+, which once included the promising Authorship markup, is soon going to be shut down.

So what’s going on? Why do posts that get shared a lot also tend to be posts that rank more highly?

Social media and SEO: Correlation, not causation

While social media shares might be correlated with better rankings, that doesn’t mean that the social media shares cause better rankings.

A piece of your content could get shared thousands of times on Twitter without necessarily budging at all in Google’s search engine results.

Instead, when social media appears to be causing a boost in ranking, this is what’s happening:

• Content that gets shared a lot gets seen a lot.
• Content that gets seen a lot is more likely to get linked to from other websites.
• Those additional backlinks are the cause of the better rankings.
• The improved rankings also lead to increased social media activity.

As AJ Kohn puts it, “It’s not the actual social activity that matters, but what happens as a result of that activity.”

And, back in 2017, Simon Ensor suggested here on Search Engine Watch:

“We should not be worried about whether links from social media platforms are valued in the same way as a link from a high quality and highly relevant website. Instead we should look at the benefits of utilizing social media to help boost ranking signals that we know search engines care about.”

In that post, Simon took a look at the impact of link earning, co-citation and co-occurrence and brand authority and CTR – it’s well worth a read if you want to dig deeper into why social media tends to have an impact on SEO.

Here, though, I want to focus on the practicalities: what can you do to harness the power of social media?

#1: Create content that’s worth linking to

If your site has very little content, or if the content is poorly written or uninteresting, why would anyone feel moved to link to it from their site?

A common culprit here is self-promotional content: standard web pages that advertise your services or products, or tell readers all about your company. These are important for your site – but they’re not likely to get much traction on social media.

Instead of producing more of the same on your blog, focus on creating content that’s more informational and less salesy. Maybe it’s a tutorial helping readers to do something, a collection of useful tips, a well-designed infographic, or something else that people will want to share with their audience.

You don’t need to invest a lot of time in this (though if you do have the time, it’s well worth mapping out a full content marketing strategy). Simply having a couple of really good in-depth blog posts, or some interesting and useful data, can give you the opportunities to get not only lots of shares but also links from influential websites.

#2: Don’t try to build links on social media

If you’re thinking about “building links” on social media for SEO, you’re thinking about it wrong. 

Yes, sites like Facebook, Twitter, and LinkedIn themselves are authoritative – but links from personal accounts on those sites tend not to be.

Firstly, most links from personal accounts are “no-followed” which means that they don’t strictly pass search engine reputation.

And secondly, from a search engine perspective, even if they did pass reputation, it would likely be from the personal user and not the social media site (so it wouldn’t be worth a lot unless that user was very influential).

On top of that, links on social media tend to get buried deep into a news feed within minutes or hours – they don’t stay visible like links on websites.

Instead of approaching social media as a way to build links, then, you need to think about it as a way to build a following. That doesn’t necessarily mean going after as many people as possible, though.

#3: Build (the right) social media following

Having a huge social media following probably won’t hurt, but it may not help as much as you’d imagine, either.

Instead of focusing on the sheer quantity of people following you, think about the quality of your following.

Being followed by just 100 people can be better for SEO than 10,000 if it includes the top 5 influencers in your industry who publish content on a regular basis.

To get noticed by these people, it’s a good idea to:

• Avoid pestering them for links: take the time to build up a relationship, and you want to think in terms of (as Michael Keating puts it on Business.com) “a partnership that lasts rather than a one-off engagement”.
• Share their content. Don’t just retweet it or share it without comment, but craft your own tweet or post where you talk about how good their piece is and why people should read it. This will make far more impact on the influencer than yet another retweet.
• Help them with their link building by linking to them from your guest posts on large blogs. As Darren Rowse from ProBlogger explains, “A  few years ago now, a blogger I’d never heard of before wrote an article for a large business publication that sent me a huge amount of traffic. It definitely got them on my radar.”

If you want to harness the power of social media to – indirectly – help your SEO, try creating valuable and interesting content, building the right following on social media, and helping out your followers (without expecting anything immediately in return).

You’ll likely see that you naturally gain valuable backlinks – and that your content, and site as a whole, begin to rank better as a result.

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This article has been updated to reflect changes and include video ad view count information from more platforms.

Advertisers allocated a quarter of all digital ad spend — $27.8 billion — to video ads last year, according to eMarketer. video has become big business for social platforms. Twitter attributes more than half of its ad revenue to video, its fastest growing ad format. Video ads also make up half of Snapchat’s revenue, and 30 percent of Facebook’s ad revenue, eMarketer estimates.

Yet, video ad bidding and view measurement and reporting can vary widely by platform. As the market for video ads has grown, many social platforms have expanded bidding options and reporting metrics for video ads. This can all make analyzing and comparing results across platforms a challenge.

We surveyed the major social video platforms to see what counts as a view. For Facebook and Instagram, viewing just 3 seconds of a video of any length is considered a view. For YouTube Trueview ads, it’s around 30 seconds. Others have adopted the MRC standard (see below) or a kind of variation on it. Bottom line, advertisers need to be aware how each of the platforms count and charge for video ad views because they aren’t apples to apples.

A video ad view methodology by platform

The Media Rating Council (MRC) and IAB define a video ad as viewable “when at least 50 percent of the ad’s pixels are visible on a screen for at least two consecutive seconds.” Some platforms have adopted this standard, but many have not.

Here’s the rundown on how the major players count video views:

Google/YouTube: The skippable TrueView ads on YouTube and the Google Display Network count a video view when someone engaged with an ad or watches 30 seconds of a video ad, or the duration of the ad if it is shorter than 30 seconds.

Facebook and Instagram: Facebook and it’s family of apps count a video view for both in-stream and Stories ads at 3 seconds. However, advertisers can buy video ads on either a CPM basis or ThuruPlay basis. When buying on a CPM basis, an impression is counted when one pixel of the video ad comes into view. With ThruPlay, advertisers are charged when a video ad plays to 97 percent completion or up to 15 seconds, whichever comes sooner.

LinkedIn: For LinkedIn’s sponsored content, video views are counted when 50 percent of the ad is in-view for 1 second on desktop and 300 milliseconds (one-third of a second) on mobile.

Pinterest: Pinterest adopted the MRC standard of 50 percent of the ad in-view for 2 continuous seconds or more.

Reddit: Reddit defines a video view as 2 continuous seconds at 50 percent viewability, per the MRC standard. A full video view is counted after a video ad shows for 3 continuous seconds at 100 percent viewability. Advertisrs can bid on a cost-per-view (CPV) or CPM basis.

Snapchat: Snap Ads’ view criteria is 2 seconds for a video view. The platform’s video ads run full-screen with the sound on.

Twitter: Twitter adopted the MRC standard and counts a video ad view when 50 percent of the ad is in view for 2 seconds or more, or when a user engages with a video ad by clicking to expand or un-muting it.

Other metrics to consider

Many platforms show additional engagement metrics and view counts. For example, Google offers quartile watch time metrics, along with an extensive list of video ad metrics that includes click performance, engagement performance, and reach and frequency.

Facebook reports 2 second, 3 second, 10 second and ThruPlays, regardless of which bidding option you choose. It also reports watch time metrics, showing showing how often 25 percent, 50 percent, 75 percent or 100 percent of a video ad was watched.

Redditr reports views at 25, 50, 75 95 and 100 percent of video length at any viewability as well as the number of times a video ad was watched for 3, 5, and 10 seconds in aggregate at any viewability.

In October 2018, YouTube began counting an ‘Engagement’ to a TrueView for action ad whenever a user clicks or watches 10 seconds or more when using maximize conversions or target CPA bidding — down from from 30 seconds. Those ads are still charged on a CPM basis, however, when using maximize conversion or target CPA bidding strategies.

About The Author

Amy Gesenhues is Third Door Media’s General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy’s articles.

Bounce rate is the percentage of site visitors that land on your website and leave before viewing a second page. You can easily determine your website’s bounce rate by setting up Google Analytics.

Now, if you’re thinking this isn’t such a big deal and that as long as they visit your website, irrespective of how long they spend on it or how many pages they view, they at least know your business exists, that’s not good enough. The longer visitors stay on your site, the more time you have to turn them into subscribers and customers. But how can you convince users to stick around longer and visit more pages?

Luckily, there are a number of easy and free ways to improve your website’s bounce rate and grow your business.

Here are five ways to improve your website’s bounce rate

1. Create content consistently

Creating content consistently is one of the best ways to keep users around longer and get them to view multiple pages. Useful, engaging content will drive traffic to your website. Once that traffic is there, they’ll stick around, keep reading, and eventually become a subscriber or customer if you have a wide array of informative blog posts for them to read. In fact, according to HubSpot, companies that published 16+ blog posts per month got about 4.5 times more leads than companies that published zero to four monthly posts.

So, create a content plan that’s consistent and offers something for everyone. Not everyone prefers written content, so include a mixture of formats such as written, video, infographics, audio recordings, and more.

Another important tip for your content: Practice effective internal linking. Relevant and useful internal links sprinkled throughout your content can guide users to more of your awesome content and keep them reading.

2. Add images and videos

Speaking of a mixture of formats, to improve your website’s bounce rate, be sure you add eye-catching images and videos to your website. Many users won’t spend a lot of time reading your website content, so you need to grab their attention with images and videos.

Add a large high-quality image or video to your homepage to grab the attention of viewers as soon as they see your site. Most websites do this while keeping everything else on the page simple, like the Panera website for example.

Image Source

If you don’t have the means to hire a photographer, you can find a ton of stunning, free stock images on a site like Unsplash.

3. Speed up your site

You may not have realized it before but your website speed is important for improving your website’s bounce rate. In fact, according to Google, 53 percent of mobile site visitors leave a page that takes longer than three seconds to load. And for every extra second that your page takes to load, the probability of users bouncing dramatically increases. So, don’t make your website visitors wait.

You can use a site like GTmetrix to test the speed of your site. Not only will it tell you what your site speed is, but it’ll also give you advice for improving it. If you’re running your website on WordPress, it would also be wise to download and install some free plugins like WP Smush and W3 Total Cache to help boost the speediness of your site.

4. A/B test

As you’re attempting to improve your website’s bounce rate, don’t leave it up to chance. You should be A/B testing everything in order to determine what’s working and what’s not. You might be surprised by the small things that can cause users to abandon your website. It might even be something as simple as the color of your call-to-action button.

So, perform A/B tests, or split tests, of every aspect of your website. Does your bounce rate improve with a popup on your homepage or does it get a bigger boost on another page? Does one font convert more visitors over another? Does showing or hiding a progress bar help or hurt your bounce rate? When we say A/B test everything, we mean everything.

5. Target abandoning visitors

Did you know that over 70% of people who leave your website will never return? If you don’t start to improve your bounce rate now, that’s a lot of potential leads and customers your business is missing out on. One effective way to stop those users in their tracks and get them to stay on your website longer, and eventually convert them into subscribers or customers is by utilizing exit-intent popups.

Image Source

Exit-intent popups are able to track when a user is about to leave your website and send them a targeted message at exactly the right time. Your popup can encourage website visitors to subscribe to your email list, download your lead magnet, or even offer a discount if they purchase. So, not only can exit-intent popups improve your bounce rate, but they can also boost your sales in an instant.

Got more points to share on improving bounce rates? Share them in the comments.

Syed Balkhi is an entrepreneur, marketer, and CEO of Awesome Motive. He’s also the founder of WPBeginner, OptinMonster, WPForms, and MonsterInsights. Syed can be found on Twitter 

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Software giant Adobe let fly a bevy of partnership announcements at its annual Summit in Las Vegas this week, confirming tie-ups with everyone from Microsoft to Drift to Roku to ServiceNow — with each deal involving data connections to fuel more efficient and powerful marketing.

B2B data integrations include LinkedIn. In addition to the Open Data Initiative details from Wednesday, Adobe has also expanded its relationship with Microsoft to bring together key data sources, including LinkedIn, Marketo, Adobe Audience Manager and Microsoft Dynamics 365 for Sales.

The linkages aim to provide B2B marketers with better information for their Account-based Marketing initiatives, so they can more easily identify buying groups within targeted accounts and deliver personalized content.

“Orchestrating the engagement of multiple individuals in a complex marketing and sales journey is at the heart of account-based experiences,” said Steve Lucas, senior vice president of Digital Experience business at Adobe. “With these new account-based capabilities, marketing and sales teams will have increased alignment around the people and accounts they are engaging.”

Specifically, Adobe said marketers would be able to use the predictive modeling and automation capabilities of Marketo Engage Account Profiling to find the correct targets to engage with LinkedIn Matched Audiences. Additionally, the audience data within Adobe Audience Manager DMP can be used with contact-based campaigns on LinkedIn and other channels.

Conversational ABM with Marketo and Drift. Adobe’s partnership with conversational marketing platform Drift is bringing even more ABM goodies to marketers’ toolboxes. Together, the companies are offering what they’re calling Conversational ABM for Marketo Engage, which will let marketers have real-time personalized conversations with members of a target account’s buying committee whenever they visit the brand’s website.

That “conversation” can take the form of a chatbot interaction, a relevant piece of content, or an opportunity to immediately book a meeting with the sales rep handling their account.

Because customers have more power than ever before in today’s environment, David Cancel, CEO of Drift said, “whoever makes it easier to buy, wins — yet most B2B websites add friction and force buyers to jump through hoops just to talk to someone. ”

WPP integration and consulting firm Verticurl has signed on to help customers quickly add this capability to their marketing stacks.

OTT with Roku. The Adobe partnership with Roku aims to arm advertisers with more tools to precisely target consumers watching OTT TV programming. Adobe says its customers using Adobe Advertising Cloud, Adobe Audience Manager and Adobe Analytics can employ the first-party data in those platforms to find their known targets on the Roku platform, reach them with ads and measure the results.

“Roku has a direct, first-party relationship with its consumers and the most advanced ad capabilities in OTT,” said Scott Rosenberg, general manager, Platform business, Roku. “This partnership gives Adobe clients a seamless way to activate their data and reach customers who’ve moved their TV viewing to Roku devices.”

Bringing customer service into the equation with ServiceNow. Meanwhile, Adobe has teamed with ServiceNow — a digital workflow and productivity player — to link customer service data with the other data marketers are gathering and employing. The idea is that the intelligence that goes into winning a customer could be leveraged by the customer service team after the purchase, and then marketers could employ that service data to up-sell or drive loyalty programs.

The companies say this kind of integration will bring together the Adobe Experience Cloud and the ServiceNow Now Platform,“…to provide enterprises with real-time actionable data across the customer journey so they can better manage and grow their digital businesses,” said Shantanu Narayen, president and CEO, Adobe.

Why you should care. Though each of Adobe’s partnership announcements are light on details, for now, they signal some of the areas where marketers can expect new capabilities to become available. The focus on data integrations that span areas of marketing from advertising to customer service points to a broader trend of helping marketers get data out of silos.

This article was originally published on MarTech Today. Check it out for more martech news and features.

About The Author

Pamela Parker is Content Manager at Marketing Land, MarTech Today and Search Engine Land. She’s a well-respected authority on digital marketing, having reported and written on the subject since 1998. She’s a former managing editor of ClickZ, and worked on the business side helping independent publishers monetize their sites at Federated Media Publishing.

Almost anyone running a B2B or B2C business knows that Google and other search engines like quality links, and could consider them as one of the top ranking factors.

So, if you want your website to rank higher than your competition on search engines, a proper link building strategy is not debatable.

However, if you’re going to implement link building in your 2019 digital marketing strategy, you have to do it the right way.

Search engines shroud their algorithms in secrecy, so the SEO and link building industry is flooded with many myths that will never get you results but can get you into a lot of trouble.

To avoid investing resources into wasted link building efforts, pay attention to these nine link building myths that won’t get you anywhere in 2019.

1. Guest posting is dead

This myth started to get really popular in 2014 when Google’s Matt Cutt said,

“Okay, I’m calling it: if you’re using guest blogging as a way to gain links in 2014, you should probably stop. Why? Because over time it’s become a more and more spammy practice, and if you’re doing a lot of guest blogging then you’re hanging out with really bad company. So stick a fork in it: guest blogging is done; it’s just gotten too spammy.”

Because of how direct and stern this warning by Cutt was, it’s understandable that many people believe that guest blogging is genuinely dead.

However, Cutt later clarified this statement by saying that what he meant was spammy blog posts for the sake of SEO purposes was dead.

This means that publishing relevant and resourceful blog posts on authoritative sites for building links, exposure, branding, increased reach, and building a community is still very relevant in 2019.

2. Links not relevant to your niche are low-quality links

This is a prevalent myth that contradicts the fundamental idea of link building in 2019. To rank high, you need to get top authority sites to link back to your site. To get these sites to feature your link, you need to provide relevant content for them. Moreover, whether or not that content is related to your niche or not, it still improves your ranking.

So, when your site receives a non-relevant backlink from a non-relevant niche, Google will not frown upon these links.

3. Building tons of links to a single piece of content is spammy

Many people still think that building tons of links to a single piece of content could negatively impact their keyword rank. Again, this link building myth contradicts itself because it goes against the idea of organic link building.

If search engines do not penalize highly original and valuable webpage that other websites link to because of how helpful and informative their content is, why would they consider a piece of content with tonnes of backlinks spammy?

However, if your links are low quality (from spammy content networks and directories), you could be slapped with a manual penalty or significant link profile devaluation.

4. Link building is irrelevant if you already rank high in search queries

It’s sad, but many marketers still believe this. Link building, like other digital marketing strategies for social media marketing, blogging, and others should be consistent. Not only because it helps you maintain your position above your competition in search queries, but also because it helps you with the following:

• Increase your brand’s visibility across the web
• Increase traffic to your domain
• Showcase your brand’s authority and value

Link building is not just about increasing the volume of links to your site; it also exposes your business to new customers.

5. Google will always prioritize sites with higher backlinks over others in search queries

The truth is there isn’t a “one size fits all” for search engine ranking. There are about 200 ranking factors related to UX, mobile usability, technical performance, query intent, and many more.

Google’s ranking factors are very dynamic. According to Google Webmaster John Mueller, the search engine focuses on a particular query intent to select its ranking factors.

So, while link building is a valuable ranking factor, Google algorithms find a balance between its 200 ranking factors before displaying results to a search query.

6. All pages/posts/links on your site have an equal ranking value

When people talk about this myth, they usually mean either of these two things:

• Every post on your site has the same authority or
• All links on a page are of equal ranking value

Both statements are wrong. In the first instance, a post that has been linked back to by high authority sites will rank higher than others which have not. There are tools like website auditor which can be used to check the individual ranking value of your site’s posts.

As for the second statement, Google’s John Muller confirmed that their search algorithms take into account the position of a link on a webpage it appears.

So take advantage of link positioning. SEO experts like Bill Slawski and Rand Fishkin recommend positioning your links higher on the page because the higher a link is placed on the page, the more it weighs, and the more value it passes to the pages it links to.

7. Internal links don’t help you rank higher

While high-quality external links are one of the most important ranking factors, internal links also play a huge roll in helping you rank higher. This is because linking from higher to lower ranking pages can give a massive boost to weak pages. Interlinking related content on your website also creates what search engine experts call a “topic cluster”.

In 2019, topic clusters are significant because when a search query is made for a particular topic and search engines find relevant topic clusters on your website, your site will be considered an authority in this field and will automatically rank higher than other sites with relevant single pages.

8. Stuffing your image alt texts with relevant keywords helps you rank higher

Image links are not bad for SEO. However, too much of anything is never a good idea. And this applies to image link building. While there are no penalties for using image links, stuffing your image alt tags with keywords to manipulate rankings is against Google’s guidelines.

Before Google started using AI and machine learning to understand images, people had to stuff their alt tags with text to ensure the pictures appeared in relevant search queries. However, in 2019, both text and image are translated into the same language in coding.

9. Wikipedia and Wiki-like pages are the Gods of domain authority building

Many people are convinced that getting a link back from pages like Wikipedia will automatically give them a higher ranking authority because of the exceptionally high domain authority Wikipedia has. But sadly, digital marketing has as many facts as it does fallacies.

Information directly from Google’s Garry Illyes tells us that Google ranks Wikipedia just like any other website.

Wikipedia is ranked just like any other website.

— Gary “鯨理” Illyes (@methode) December 16, 2016

In conclusion

Don’t allow the fear of spamming keep you from harnessing the many fantastic benefits of implementing a link building strategy.

Also, although Google’s dynamic algorithms are usually hidden, SEO and link building agencies like seopow study them every day to let you know what’s a fact and what’s a fable.

Related reading

The most important steps to focus on for your customers when trying to improve your UX for SEO. Search query, design, navigation, snippets, content, etc.

Fuzzy Lookup is an Excel add-in that can be a clever solution for automating SEO tasks. Here’s how you can use it for 404 and site migration redirects.

What exactly agencies need when it comes to website audits and what to look for in choosing a tool. Five specific recommendations, screenshots, examples.

All you need to know about using APIs for better, more productive SEO tasks — content curation, keyword analysis, link monitoring, site performance, etc.

Email newsletters and marketing campaigns are considered to be a low-cost, effective way to reach your audience, making it a no-brainer for many brands. However, as inboxes fill up, email fatigue can set in and members of your audience may wish to unsubscribe.

No marketer wants to see the email list they worked so hard to build shrink, but mishandling the unsubscribe process can have dire consequences on your brand’s reputation and bottom line.

What’s at stake?

For starters, your company could be fined (up to $41,484 per violation), as outlined in the Federal Trade Commission’s (FTC) CAN-SPAM Act compliance guide.

The CAN-SPAM Act in a nutshell. Keep in mind that the CAN-SPAM law doesn’t just apply to bulk emails, it also includes “any electronic mail message the primary purpose of which is the commercial advertisement or promotion of a commercial product or service.” It stipulates that you must:

• Use accurate header information and subject lines. This means the “From,” “To,” “Reply-to,” routing information, and subject lines should accurately reflect what’s in your email. Essentially, don’t try to trick recipients into opening the message.
• Identify your message as an advertisement.
• Provide a physical postal address.
• Provide a clear way to opt out of receiving future emails.
• Process opt-out requests for at least 30 days after the email was sent and honor those requests within 10 business days.
• Monitor third parties that may be handling your email campaigns on your behalf. Both the brand whose products or services are being promoted as well as the third party can be held legally responsible.

How hard is the FTC cracking down on offenders? Let’s just say, more likely than a fine are email deliverability problems.

“While the FTC has not had an enforcement action in recent memory, the deeper penalty is with the receivers (Outlook, Gmail, Yahoo, etc.),”  said Ryan Phelan, co-founder of marketing consultancy Origin Email. “They see a higher standard when it comes to not only customer permission and engagement, but they are the true determination of your message being spam.”

“A simple fine from the FTC is not what’s going to get you. It’s when you cannot get any of your mail to people that may actually want it,” warned Phelan.

What it means to get flagged as spam. In addition to the legal consequences of ignoring proper opt-out procedures, you may also find your open rates (and by extension, revenue) plummeting as recipients turn to their email client’s “report spam” button.

When a recipient flags your communication as spam, Google says that it receives a copy of it, which it may analyze to protect others. That means that, over time, more reports might land your brand in the spam folder instead of in front of your audience — and, since “out of sight” often equates to “out of mind,” your email campaigns may become less effective and your brand less relevant.

Opt-out best practices

An email subscriber can opt out on good terms and provide you with actionable insights as to why they want out, or they can flag your brand as spam. Address the points below in your opt-out procedure to guide them to the former.    

Don’t make people jump over hurdles to edit their email preferences. On this topic, Phelan highlights two major points: “First, make it easy for the user to unsubscribe. By CAN-SPAM, it’s got to be one-click, but on a more important level, you want to make sure you don’t hide it and, in essence, force the user to hit the ‘spam’ button that is present with many ISP’s. Realistically, if people want to unsubscribe, why would you make it difficult and take a choice and change it to a negative brand experience? Second, regularly check your data processes and integrity. I have seen an increase in companies emailing opted-out customers and in some cases, the company made a mistake including an unsubscribed group.”

Schedule regular audits. Phelan recommends that marketers audit their opt-out and data selection processes annually. During your audit, ensure that you’re not frustrating recipients with unsubscribe links that blend into the background of the email or requiring them to log in before they can opt out — “These may seem simple, but from working with marketers and being on myself, these are the causes of many of the mistakes outside of the pure bad actors.”

Provide an “opt-down” option. Unsubscribing doesn’t have to be an all or nothing proposition. Consider giving users other options.

“By giving recipients the opportunity to dial up or dial down the frequency and cadence of emails they receive, they can literally tailor the mail flow to their needs thus decreasing the likelihood that they will unsubscribe and report spam,” advises Len Shneyder, VP of industry relations at SendGrid.

Clothing brand Bonobos is one example of a brand that does a great job of giving users other options. It can then tailor (and measure) campaigns for audience segments based on their interests.

And, remember, you still have to include a one-click option to unsubscribe to all your emails.

The example below from a different company takes giving users options to an extreme. Users may be more inclined to hit “spam” than go through all of these options.

Ensure that your unsubscribe link is safe. All your links should be safe and you should have an SSL certificate. If you don’t, and your opt-out link directs people to a page like the one below, that may cast doubt on the legitimacy of your brand as well as drive recipients to mark your messages as spam instead of risking a security breach to unsubscribe.

Make sure your opt-out isn’t getting snipped. Gmail clips messages that exceed 102KB. If you’re sending messages bigger than that, Gmail will simply show a “Messaged clipped” notice and link to view the entire message. When this message shows, your email doesn’t, and that includes your unsubscribe links and even tracking to register email opens.

“Senders have to be careful that messages are under 102KB to avoid clipping and cutting off the unsubscribe link,” said Shneyder. “Some senders have experimented with placing the unsubscribe in the header of the message to ensure it doesn’t get cut off and to encourage people who may be tempted to click the spam button. For marketers, a quality list of recipients who actively want to receive email vs. those that don’t is both healthier and will yield better engagement, if not ROI.”

Keep in mind that the “report spam” button is located at the top of most email interfaces, while unsubscribe links are generally in the footer of an email. Which one is more easily accessed? This is an example of what Gmail does when emails get too long.

Find out why they opted out. “Whatever the way in which you enable unsubscribes, be sure to set a baseline, measure and track unsubscribes over time as those trends can be signals of poor content, poor targeting etc.,” said Shneyder. An opt-out is an opportunity to gather data you can use to improve your content marketing efforts.

First and foremost, the example above lets the user know that they’re no longer subscribed. Then it provides enough options to inform the marketer without overwhelming the user. It also provides an accidental un-unsubscribe options for users to re-subscribe.

Proactively remove disengaged subscribers. If recipients aren’t opening your emails, then they’re definitely not clicking through to your site. That can skew your click through rates and impair your email deliverability. You can get more accurate metrics by removing subscribers who haven’t opened your emails or engaged with your brand in a long time, exactly how long will depend on your industry.

Ironically, you should email recipients to let them know they’ve been removed from the list due to inactivity. Lead with a clear subject line and provide a link to opt back in.

Remind them why you’re a match. We know users are inundated with email, so much so that sometimes they don’t remember signing up. Remind your recipients in your email header or footer how and when they opted in to receiving your emails in the first place.

Then there are the cases when users don’t want to opt out, but want to get your emails sent to a different account. Perhaps they’re switching jobs or have a separate email for newsletters. Provide a link in your emails for users to easily change their email addresses.

Following these practices can keep you off spam lists, ensure you don’t run into deliverability issues, generate audience segments for more effective messaging, and above all, keep your email efforts profitable.

About The Author

George Nguyen is an Associate Editor at Third Door Media. His background is in content marketing, journalism, and storytelling.

Among all social channels, Facebook is the one that has the most monthly active users, 2.23 billion.

This means more than 20% of the world’s population is active on Facebook every month.

Can you guess how many Facebook pages exist? 50 million? 60? 70?

Not correct.

As of May 2018, there were more than 80 million Facebook business pages.

And we as marketers have to try to be more unique than the other 79,999,999 marketers. Yeah, probably that sounds something impossible. Well, instead of being different, let’s try to give the best value we can to our audience.

Eight effective tips to help you as a marketer to get the most from your Facebook business page for 2019

1. Get rid of promotional content and make more educational, fun content

When people start complaining that their page posts are not getting enough engagement, I just take my phone, search their business name on Facebook and start analyzing their latest posts.

Post number 1: Promotional

Post number 2: Promotional

Post number 3: Promotional

And I’m like, well, you really think, that the people who’ve liked your page are interested in seeing only promotional and sales oriented posts from your page? And they’re like, “Hmm, what else should we post, if we just want to get new sales for our business by using Facebook?”

In such cases, I start explaining to people that users really don’t like seeing such kinds of posts because their feed is already filled with so many ads, that advertisers put on Facebook for promoting their products or services.

Promotional content isn’t something, that will engage your customers and make them hit the “Like” or “Share” buttons. It’s something, that will make them scroll down through their news feed or even browse your page and unlike it. 

Source: WritersWrite

And the reason why so many pages on Facebook fail, is the fact, that we want to get value from someone without giving it. Not fair, is it?

Promotional/sales oriented content isn’t valuable in most cases. The good thing is you can promote your product or service and at the same time provide valuable content for your audience.

They love to hear your company story more than what you are trying to sell to them. So, get rid of the promotional material from your page. Instead, start educating them with valuable and entertaining content.

Renderforest reports, that 86% of marketers are satisfied with their video marketing results and consider them successful. This means that you can use lots of videos in your content marketing strategy and have success in it. What about starting to produce videos right away?

2. Only use Facebook ads for selling your product or service

You read it correctly.

We’ve already talked on the first point, that you shouldn’t put any promotional content in your organic posts. People hate that.

Instead of it, you can run engaging ads on Facebook and get new users/sales for your product or service.

Of course, I agree that lots of small businesses might not have budgets for Facebook. But well, if you’ve started a company, then you should have at least $100 for testing Facebook ads.

And you may want to read carefully as I’m going to tell you an easy trick on the next line for not wasting that $100 on Facebook ads.

Let’s split the $100 into two $50. What’s your business about? Do a little research or analyze what ads your competitors currently run, if you can’t come up with an idea.

Think of that content and create content for two ad campaigns. Once you’re finished, start running the promotion at least for a week for each campaign.

Seems easy, right? Wait, you’re not done. Instead of sitting and smoking a cigar, while your ads run, start analyzing how they perform.

After your ad has been in the process of running for several hours, you may start optimizing it. By optimizing and measuring your ads every 24 hours, you can at least get your invested money back after the campaign ends. You can do this several times while you find out which ad type works the best for your product or service.

And this whole idea means that you don’t have to invest thousands of dollars to start Facebook ads. All you need to kick off is $100.

3. Conduct webinars and provide valuable information to your audience

Webinars can help you to:

– Stay connected with your current customers

– Make announcements about your products or services

– Talk about niche related topics

– Connect with a wider/new audience and tell them about your services

Webinars are a little bit underrated among Facebook marketing, but they can become a huge weapon for increasing your engagement and driving more sales.

And here comes a question. How to start conducting webinars? Well, the first step is to choose a topic, that can bring value to your audience.

Let me tell you some interesting webinars topics that might be interesting for any audience:

• Invite experts in your industry and conduct QA sessions with them
• Do a QA session by yourself during which the viewers can ask questions
• Announce new product updates and introduce why you made it and how it can help your customers
• Pick interesting news in your industry and go deep with it

These are really basic ideas that you can start with, and then you can make your webinars a big part of your digital marketing strategies.

After deciding what topic to choose, you have to think about the environment and the time you are going to shoot it. Be sure to make everything in high quality: Setup lights, camera, and voice.

There are lots of tools, which will help you stream your webinar in a professional way on your Facebook page.

After setting all these things up, it’s time to go and create an event for your webinar. Write an engaging description, pick an eye-catching title, create a beautiful cover pic or cover video for your event. Don’t forget to choose the right time. You have to understand your audiences’ timezone and pick a time that will be convenient for them to participate in your webinar.

Source: RightMixMarketing

4. Use Facebook insights wisely and make decisions based on your data

Make the most of the data that Facebook Insights provides about your right audience for targeting and marketing. Here is a short list:

• Page views, reviews, likes, reach, recommendations, post engagements, and followers.
• Audience behavior, buying patterns, demographic, and geographic locations.
• Posts reach for both organic and paid strategy. Here you can also add custom timing, to better understand post reactions.
• Traffic source like Google or your website.
• Activity details such as “get direction clicks”, “website clicks”, and “action button clicks”.
• Post engagements and shares.
• If you often hold events, it will show “people reached”, “event page views” and more.
• Videos’ performance and engagements.
• There are also other statistics that you can find when going through Facebook Insights in order to make better marketing decisions.

5. Use Facebook polls and get feedback from your audience

Conducting polls is a very interesting way of engaging your audience. Why?

Let me give you a quick example. People love playing games everywhere. And why not think about a game idea and give your customers something each week?

Why will it work?

• It’s fun. People like to have fun on social media, and you can give them that opportunity by conducting one for them.
• They’ll get something in return if they win the game. You have to think of interesting rules of your game.
• Engagement rate for polls is really high. And if you make the content of your polls interesting, you really have chances for getting good results from it.

Facebook gives you the opportunity to create polls with texts, photos or GIFs. You can publish them in your story or news feed. They’re a really cool way to increase your page engagement rate.

Source: HubSpot

6. Build a Facebook group in your niche and discuss interesting topics there

Facebook groups are a little bit underrated nowadays. But I can’t really find the reason why.

WordStream reports that more than 100 million Facebook users belong to meaningful Facebook communities. Why not build another great community on Facebook who can ask questions, discuss some topics, and gather an active community around your brand name?

People love communities. They love to meet new people on social media and discuss their problems, ideas with others. And also they love to hear what other people talk about their minds.

And you can build that emotional relationship between them. And when your community will become a little bit bigger, you can do other cool things, including the following:

• Conducting meetups with your community and sharing information with them
• Gathering them and discussing how your product could be better
• Doing an event and giving awards to the most active members of your community

This list can last long. I just want to give you the idea of how you can use the community for making a stronger emotional connection with your brand. It will also help you to get your brand name more popular on Facebook.

7. Reply to any activity on your page positively

Whatever happens on your page you must react promptly before any other person․ Any activity should be under your control.

In the past, where bots or automatic answers weren’t available in Facebook, it was a little bit harder to react to all the activity happening on your Facebook page in a short time.

But now you can set chat-bots and automate the whole messaging process of your page.

We have to realize that people who live in the 21st century, don’t like to wait even a minute more. They want their issues to be solved ASAP. If you can’t give the best experience to your users, then the chances are high that you’ll lose your customers. Just be with your customer whenever they need you.

You can set an auto-reply for any recommendation you’ll get for your product. If it’s a positive recommendation and your customer is happy, thank him/her and tell them something awesome.

If the recommendation was negative, don’t mess up. You have to find out the reason why the customer is angry with you and left a negative review on your page. When getting negative feedback for your company, you must dig very deep for finding out the real reason why your customer isn’t satisfied. Maybe someone from your employees did something bad to him/her? You should know about it.

Even if it is the worst feedback about your company (in a professional way), don’t remove or ignore it. If someone else comes and sees bad and unanswered feedback from someone, that can hurt your business a lot. Also, you can’t remove negative feedback, so you have to answer as clear as possible, for not negatively impressing others.

8. Always analyze your competitors and keep an eye on them

Do you know what’s the ranking of your page among your Facebook competitors? There are several tools and ways that you can use to analyze your competitors for generating new ideas for your page.

If we start from the beginning, the first thing to analyze is the kind of posts your competitors making on their page.

You can use the Facebook “pages to watch” report and add your competitors there.

Source: Buffer

What about the ads they are running? You can see that information publicly by checking their ads and info section. By doing this, you’ll know where and how your competitors target their ads. And it can give you lots of ideas for your next marketing campaigns.

If you do this analysis twice per month, it will be complete enough for knowing everything about your competitors.

Conclusion

Facebook marketing tips haven’t changed a lot since the last year. Usually, marketers underrate some tools Facebook provides, such as groups and polls. If you understand how you can bring value to your audience by using these tools, they’ll be effective for you.

Roman Daneghyan is the Chief Marketing Officer at Renderforest. He can be found on Twitter .

Related reading

Over 600 million users visit FB business pages every day. 52% of consumers have discovered a brand there. Why and how to optimize for Facebook local search.

New year, new chance to check out cool new toys. Here’s a roundup of seven social media monitoring tools that could revamp your 2019 strategy.

Webinar marketing has grown in popularity for loads of reasons. One way it’s quite useful is for reputation management. Here are four tips for how to do it.

As demand for ad impressions on social media increases, marketers need to take extra steps to optimize campaigns and maximize their ROI for paid social.