Being the tech giants of the world, Google constantly comes up with some surprising updates. These updates are critical events that invite your attention especially if you are a digital marketing professional engaged in webmasters and Search Engine Optimization. There will be algorithm changes, data refreshments, some filters and alterations that becomes crucial in the operations. Last month, Google had come up with yet another update, this time it deals with a ranking mechanism that provides more site diversity in search results.

What are Google Updates?

A typical Google Update like Mobile Updates or Phantom Update are announcements that describe a change in the operations that will affect the website rankings by search engines. These updates can be algorithm changes or application filters and data filters based on which the algorithms are operating. The main objective of the Google Analytics Updates 2019 is to timely improve the quality of search results.

What is Site Diversity Update?

On June 6, Google SearchLiaison the Twitter account of Googles public Liaison of search announced about the Site Diversity Update. The account acknowledged the pain points of the users, where they received results from the same site in the top results. By rolling out the Site Diversity update, Google intends to bring a change where users won’t be shown more than two listings from the same site as the top search engine results.

However, not always. In the following Tweets, Google mentioned that it will reserve the right to show more than two results when it thinks appropriate. Say, for example, Google might decide to come up with more results for a single query if it’s brand based search. As per the update, they will also treat sub-domains as part of the main domains. If there are one main web address and their blog page site map address as well, then Google considers it as two valid results.

Danny Sullivan added that the update will be applicable for main web search listings and featured snippets, map listings, etc will not be falling under the update. Google has also clarified that this has no relation with their June 2019 core update, stating that both of the updates will be different unconnected releases. Site Diversity Update will not be targeting any particular industry or categories as well.

The impact of the update

The objective of the update is to limit the number of multiple URL’s in the search listings. In order to understand the impact, researches started analyzing keywords soon after the notification came. The major insights of the research and study were;

  • Keywords returning more than 3 URLs from one domain in the top 10 are effectively zero, down from 1.8%
  • Three URLs from one domain now appear for just 3.5% of keywords, a drop of almost half from 6.7%
  • The proportion of keywords for which two URLs from a single domain are displayed has risen slightly: from 43.6% before the update to 44.2% afterward.

What is more interesting is the findings among the domains that competed for results on the first page. The best SEO company in the USA is examining the search intent of two subsets of keywords with the analysis.

  • Keywords that previously had 3 or more URLs for one domain, but don’t anymore (Impact of Diversity Update)
  • Keywords that previously had 3 or more URLs for one domain, and still do (No Impact)

How should we respond?

Piling up results with URL’s from a single domain is not a popular SEO strategy. But it is been used widely as a part of the reputation management strategy. As mentioned above, there will no immediate changes on a massive scale. There are scenarios where there is an impact and at times there are no changes visible as well. If you are trying to target a single keyword within multiple pages or you have multiple pages that rank the same targetted keyword, then have a close look at the Search Console Performance to understand how Google is ranking them.

Every year marketing supplies a lot to our learning process. Last year we saw how important is to be actively participating in the social media revolution. We learned that if a picture is worth a thousand words, a video is worth a million. In 2019, the scenario is even well placed to surprise us with some amazing facts. SocialPulsar, the top digital marketing company in San Francisco is here to predict seven trends that will catch every marketers attention this year.

Omnichannel Marketing

Omni means ‘all’, ‘of all things’ or ‘in all ways or places’. We all know that marketing has a lot of touchpoints today to reach out to the customers on multiple levels. For example, social media can be relied on to attract more audience and email to nurture the leads. You can rely on paid marketing to get prospective leads and much more. In 2019, marketing should increasingly focus on various channels like,

  • Ephemeral video (such as Facebook and Instagram stories)
  • Podcasts
  • Smartphone apps
  • Live broadcasts
  • Live chat
  • SMS
  • PR and press releases
  • Offline ads (they’re making a comeback)
  • Direct mail (it’s also making a comeback)
  • Offline events
  • Chatbots and virtual assistants

All these channels will reinforce your marketing strategy in a seamless way, especially for the customer-facing business. Almost 70 percent of the B2C enterprises reach out to their audience using these channels of marketing. Take an example of the Bank of America app. With the free banking app, all the customers can easily pursue banking operations on the go. The app is enabled with a voice assistant, which helps the customers get all the answers in real-time. The bank nurtures their leads using mails as well. Hence, omnichannel is not just important in generating new business opportunities, but it is also important in delivering positive customer experience and increase customer retention rates. If you are looking to avail the services of the best social media marketing services in the USA, then get in touch with SocialPular.

Artificial Intelligence (AI)

Who would have thought to have a bot empowered to perform marketers’ jobs? But today the possibilities of AI has grown to more depths that just “ May I help you” chatbots. More and more evolved formats of AI will be integrated into customer service and experience. From voice recognition systems like Alexa and Ava for Autodesk, the virtual assistants are evolving to newer levels. Image recognition systems are one of the fruitful slices of AI that is stealing the spotlight of marketing. They have started to play a pivotal role in easing the user experience like image-based product searching, payment, order verification, and much more.

In 2016, Gartner had predicted that 20 percent of the business content would be authored by machines by 2018. Even though the accuracy of the prediction is still not being cross-checked, most of the marketing pundits are quite sure that the wave is getting stronger. AI has its huge importance in data accumulation, nurturing and creating data-driven business surveys and reports. With the parallel developments happening in automation, scientists are getting enough time to work on Artificial Intelligence, which promises a lot more developments to come soon.

Chatbots

As smartphones became the buzz word of society, modern marketers need to reach out to deeper levels of emotional engagement. Chatbots enable a business to deliver highly personalized content across business websites, mobile apps, and social media channels. The significant advancements in machine learning have enabled to develop advanced chatbots that act as virtual assistants or even business concierges. In 2019, chatbots will play a major role in a various business process like,

  • Lead qualification
  • Shopping assistance
  • Website browsing guidance
  • Knowledge Base research
  • Talent recruiting
  • Self-service
  • Accessibility

Programmatic Advertising

Managing advertisements is a tuff part of companies. More and more enterprises are trying to allocate the task to AI. We will soon witness a surge in programmatic advertising, which relies on intelligence to buy and place ads on various channels based on algorithms. Surveys estimate over 86 percent of the display ads to be purchased through automated channels. 

Lately, Amazon, whose advertising revenue is poised to touch $3.19 billion in the USA, has been relying on programmatic options to advertise their products. The program titled Amazon DSP is used to reach out to the audience to reach shoppers across the entire funnel, enabling them to reach out to all shoppers, despite whether they are Amazon shoppers or not. These DSP ads reach Amazon.com, their mobile application, major ad exchanges, and other Amazon-owned properties like Internet Movie Database (IMDB).

Programmatic Advertising can reach a user across all points of the buyer journey. It occurs in real-time, which makes it more powerful over conventional advertisements in terms of reach and generating more ROI. However, in order to curate the right programmatic advertisement strategy requires a combination of automating tasks, rely on big data for the right business insights and possess the right technical expertise.

Video Marketing

Video marketing has been an important marketing tool for brands. But with technological advancements, the video trends are changing. By 2020, surveys are showing that video will make up 85 percent of the consumer internet traffic in the USA. By combining good copy and visual elements that are entertaining, informative and story-driven, brands can easily harness the power to reach out to millions in no matter of time.

In an ongoing trend, we are also witnessing the video series concept taking the spotlight of video marketing strategies. Rather than going for placing a brand, today’s video addresses the pain points or relates any aspect that the target audience would like to be attributed to. Thereby brands are building a strong community and fan followership in the online world. Here are some of the trending and emerging concepts in video marketing.

  • How-to videos
  • Product walkthroughs
  • Influencer interviews
  • Customer testimonials
  • Behind the scenes videos (such as employee and brand stories)
  • Company culture videos
  • Event videos
  • Webinars

About SocialPulsar

Headquartered in San Francisco, SocialPulsar Inc provides a gamut of digital marketing for brands across all verticals to achieve their online goals. Our expert team of professionals guides you in the right direction to promote brand publicity and achieve the intended ROI. For more details visit our website – www.socialpulsar.com

Anytime, any day, social media sites are flooded with a lot of marketing contents regarding various products and services. One among them is influencer marketing, which has taken the digital marketing industry by a storm, thanks to the technological disruptions and the increased market absorptions of smartphones. From a relatively easy marketing process using social media celebrities to promote brands, influencer marketing stands today as the buzzword of the industry.

If your business is still reluctant towards choosing social media influencer services USA, then it’s high time for you to reconsider your plan and stay ahead of the curve. If you happen to be a novice brand, then we will help you understand what exactly the concept means and what are the perks of influencer marketing. With years of expertise, SocialPulsar has outrun other social media marketing agencies in USA to become the most competed as per the industry standards.

What is influencer marketing?

Influencer marketing is a mix of old and new marketing tools that refines the idea of celebrity endorsement in the modern concepts of content-driven marketing campaigns. It’s basically an association between a brand and an influencer, where the latter will promote the brand’s products and services in return of financial benefits. However, the concept is way different from celebrity endorsements.

Influencers are trusted social figures within a niche community, who enjoy strong customer base in social media. They are supposed to typically possess knowledge about the industry they are representing. As per the Forbes survey, influencer marketing is forecasted to churn around a whopping $10 billion by 2020. If something is predicted to become such a trendsetter, then it should have some perks as well. Let’s see what exactly the concept does with a brand.

  • Approach – Every brand should carefully evaluate their influencer marketing approach. Get a team properly organized before framing the strategy. Plan and fix the budget and spend ample time doing research.
  • Value – Every brand has to find value in the association. An influencer must have the ability to sway brand perspectives to influence the behavior of the market. Brands should be able to identify the relevance, credibility, resonance, and relatability of the influencer.
  • Content – Influencer should appropriately deliver content through the right channels. Their personality and style must be in synchrony with the brand’s voice and market placement.

Benefits of Influencer Marketing

  • Never Compels –  Unlike other traditional marketing techniques, influencer marketing is less compelling to the audience. Since the audience has a certain level of attachment with the influencer, they will feel the message more lightly.
  • More Trust – Influencer have been long investing their time in earning trust and loyalty of their followers. They have been habituated in sharing content in the most desired formats of their followers. This, in turn, can benefit a brand in establishing trust.
  • Niche Targeting – Influencer marketing enables the brand to successfully roll out niche targeting which targets specific demographics. This helps brands in curating marketing plan with more accuracy and maximum benefits.
  • Boosts SEO – Social influencers can be a great source for creating quality backlinks for your website. This will gain more traffic for your website and significantly boost the SEO rankings as well.
  • More Conversations – Since it’s their social icon who is representing the brand, the followers feel more personalized by the marketing content, which triggers more brand conversations. This will be more beneficial to the brand in terms of closing the sales.

Influencer Marketing Trends 2019

Now that you have skimmed through the basis of influencer marketing and how much it can influence a brand, you will be all set to strategize a plan for your brand. Well, here are some of the emerging trends in influencer marketing that you might need to have a look.

  • Episodic Content – When targeting for brand affinity based on various content-driven approach, brands can spread content across various channels in an episodic way. This will retain existing customers, generate new followers and triggers more brand affinity.
  • Ambassadorship Programs – Brands need to significantly up their influencer relationships. Creating an ambassadorship program and inducing long-running campaigns can invoke more trust and brand recall among the audience.
  • Measurement – Analytics techniques like social media third party pixel tracking will enable brands to more accurately measure the reach of the influencer marketing efforts. Marketers need to rely on viable solutions for organizing the campaign perfectly.

Pundits had long following the traditional sales and marketing strategies to generate leads. But as data become more prominent and easily available, the real challenge for business was not to have those numbers in place but to find value in it. You would like to have 10 prospective leads who are genuinely interested in your business outing, against a 50 who will never be interested in your product, right? In the era of Business Intelligence, you have the golden opportunity to filter down the leads based on its quality. Thats were two of the major slices of marketing – SEO (Search Engine Optimization) and CRO (Conversion Rate Optimization) comes to the frame. 

Along with CRO program and SEO services in San Francisco, SocialPulsar provides all the digital marketing services making it the one-stop destiny for businesses.

What is SEO and CRO?

Search Engine Optimization is a process of generating traffic in a free, organic, and natural, way for the website across various search engines. All major search engines have primary search results, and SEO intends to rely on content and local listings to get the website ranked among them, without any paid formats.

Conversion Rate Optimization is a process of improving the ROI from your existing traffic, without targeting on deriving a higher number of leads. CRO is basically an art or science of engaging the landed website leads and eventually closing the sales pipeline. By relying on visual designs, user experience, copywriting, etc, you are basically influencing people to act.

What do SEO and CRO have in common?

Conversion Rate Optimization is easily confused with Search Engine Optimization. But fundamentally both these terms differ in terms of its functionality. While SEO ultimately focuses on driving leads, CRO is a purpose-built strategy for increasing the conversion rates. However, both of them have certain similarities in terms of their work operation. Being the top SEO agency in USA, SocialPulsar can help you secure better sales growth for your business.

Both SEO and CRO,

  • Involve website optimization
  • Involve conversions as Key Performance Indicators
  • Work in collaboration with other marketing initiatives

What differentiates SEO and CRO?

  • SEO relies on algorithms to get the websites ranked, while CRO relies mainly on optimization for better user experience.
  • SEO is geared towards an organic approach, while CRO can also accommodate paid formats as well.
  • CRO is focused towards bottom level business funnels, but SEO remains valid from scratch to end.
  • CRO strategies are completely focused on on-page activities, whereas SEO, as we all know, focuses on both on-page as well as off-page.

Key CRO Strategies to Follow

CRO literally involves everything you do with your marketing purpose. It demands all the steps to be properly taken care of since the relevance of its role comes towards the last stage of the sales funnel. Starting from scratch, here is what a business should ideally conduct and follow.

  • Buyer Persona Research – Create a persona or a fictitious profile of your potential visitors. It helps seamlessly in breaking down the complexity of the marketing process and transforms business thoughts to insightful understanding.
  • Focus groups – Conduct qualitative research like focus groups can reveal valuable insights, which will play a pivotal role in generating a better hypothesis for split testing. This can help frame better CRO strategies for your marketing.
  • Web psychology – Analyse the online behaviour of the target audience through means of human-computer interaction, cross-culture psychology, and even neuroscientific studies to evaluate the brain activities of the target group.
  • A/B Split Testing – Make a copy of the website and keep performing A/B testing. Analyze the results to keep the version which performs better and drops the other version. This can help significantly in running successful CRO program.

Key CRO Techniques

In order to succeed in CRO, the whole marketing team should work closely and harmoniously. All the systems and strategies should apprehend each other if you are looking to avail conversion rate optimization services in USA. Here are some essential tips to make Conversion Rate Optimization success with SocialPulsar.

  • Cross-platform friendliness – Digital media today is spread across multiple formats and variants. While developing a website, make sure it delivers delightful user experience across all the platforms.
  • Personalization – Personalised brand experience is the thumb rule of digital marketing. When it comes to CRO, applying personalisation has a deep impact on improving the conversion rate.
  • Cross channel efforts – CRO is mainly an on-page activity. But syncing it across all the platforms are essential. Social media pages and other paid campaign landing pages should be perfectly optimized to guide the customer.