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What Makes The Right Marketing Agency For You?

Home Business Magazine Online

If you’re like most growing businesses, then you understand that you need to be on the ball with your marketing efforts, but you might not have the time to handle it all yourself, nor the budget to expand a whole marketing department just yet. Marketing agencies are there to serve businesses with that precise problem but a little research will show you that there are a lot of them. So, how do you know which is the right marketing agency for you?

Test Their Marketing Knowledge

One of the things about marketing is that, while the principles behind knowing your audience, crafting a strong proposition, and finding a niche for your brand have always remained strong, the methods by which you do that are practically ever-changing. Companies market differently today than they did ten years ago and, in ten years, we will likely have new marketing approaches. For instance, things like link-building and content marketing have been growing increasingly important over certain traditional marketing methods. Take the time to find out whether your choice of marketing agency is keeping up with the changes in the industry, and whether or not they will be able to adapt your own marketing plans as your needs dictate.

Ensure They Have Experience in Your Sector

You want to make sure that the right marketing agency is up to date with the marketing methods and trends that can help you keep your campaign ever-relevant, that’s for sure. However, you also want to make sure that their services are more relevant to you. Agencies that specialise in working with clients in your field and sector are likely to bring a lot more industry knowledge about your customer base, and competitors, as well as the methods that drive clicks, conversions, and calls. For instance, an eCommerce marketing agency is a lot more likely to know about how to build an online funnel driving customers to the sales they’re more likely to make than someone who has never worked in eCommerce. Always stick to those who bring industry knowledge.

Take the Time to Meet Them

Of course, your choice of marketing agency might look good on paper, but you want to get an idea of what it’s going to be like to work with them on a regular basis. As such, take the time to have a sit-down with them and make sure that it’s not just their own marketing pitch to you. Come with a few questions prepared that you can ask them about not just their services, but about their working methods, how they collaborate with their clients, and how they respond to feedback and requests. There’s a certain degree of deference to expertise you need to accept, but you don’t want a marketing team that will stubbornly stick to their guns, regardless of your own wants.

Finding the right marketing agency might sound like picking a needle out of a haystack, initially, but once you start understanding what it is that you’re really looking for, the best answers tend to present themselves a little more clearly. The tips above should hopefully help you see that.

The post What Makes The Right Marketing Agency For You? appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/marketing/how-to-guides-marketing/right-marketing-agency/

Oh, Brother: The Verge games Google again for ‘best printer 2024’

Alphabet Inc.

Technology news rag The Verge has published a 700-word article half-filled with content generated by Google Gemini and a heavy dose of sarcasm that has been outranking more in-depth, well-researched and arguably more helpful content written by humans at publications for the competitive query [best printer 2024].

Sound familiar? It should. We wrote about this exact same thing just over a year ago in How The Verge gamed Google with its ‘best printer 2023’ article.

Why we care. Google has been telling us to write for people, not Google, a lot lately. This article will likely infuriate many brands who invest time and resources into researching products, with the hopes of ranking at the top of Google’s Search results. Others will point to this as proof that experience, expertise, authoritativeness and trustworthiness don’t matter.

Yet, the article ultimately does answer the question (“the best printer is still whatever random Brother laser printer that’s on sale”) – perhaps in the most ludicrous way possible.

The article. The title of The Verge’s April 2 article gives you a taste of what to expect: Best printer 2024, best printer for home use, office use, printing labels, printer for school, homework printer you are a printer we are all printers. SEO best practices? Not here.

Google Gemini. Last year, The Verge used ChatGPT to to generate half of its content. This year, that honor went to Google Gemini:

“Here’s what Google Gemini had to say when I asked it about Brother laser printers, which is not worth reading but which is by definition an incredible example of experience, expertise, authority, and trustworthiness because Google is synthesizing the entire web for this information, right? Isn’t that the whole idea of these LLMs, or are we just kind of fooling ourselves”

How it ranks on Google. I’m currently seeing the article in Position 2 (Chrome, incognito) on a search for [best printer 2024]. I’m seeing it in Position 1 (under SGE) when I’m logged in. Other have reported seeing it lower (Position 4 or lower).

artificial intelligence

Time will tell whether the ecosystem of content farms will do fake updates, as the Verge article put it, to push this article lower.

Google response. Google’s John Mueller was asked how articles like this rank so well on Google.

  • “People seem to really enjoy it,” Mueller posted on X.

This is probably an accurate statement. We know from the antitrust trial documents and the testimony of Pandu Nayak that user interactions (e.g., clicks) play a huge role in what ranks and what doesn’t. And The Verge may be a tech rag, but it is an authoritative one.

Little changed in a year. The Verge’s Editor-in-Chief Nilay Patel told Search Engine Land a year ago:

  • “The web is about to be overrun with AI-generated content explicitly designed to game the algorithms. Me doing this is the least of Google’s problems. At least I’m being honest,” Patel said.

It would have been more surprising to Patel if this article wasn’t ranking. That was the point – and the problem – Patel was pointing out then, and it remains true in 2024.

  • “The architecture of the web is built to Google specifications,” Patel said. “Here’s the skeleton of every webpage and you put a bunch of stuff in there to prove you’re smart.”

Original source: https://searchengineland.com/verge-google-best-printer-2024-439669

Google Search Console security update improves management of ownership tokens

Alphabet Inc.

Google Search Console has released a security update around user permissions and controls management where you can better manage the ownership tokens. Ownership tokens are used for when people verify your site in Search Console, Merchant Center and other Google products and sometimes people who had access in the past to your profiles no longer should.

This update show make it easier to manage such access and remove those tokens and permissions when they are no longer needed.

What Google said. Google wrote:

We’re rolling out further improvements to Search Console’s user and permission management, incorporating capabilities related to unused ownership tokens management. Tokens are the codes used for website ownership verification in Search Console, Merchant Center, and other Google products. We have seen cases where these were accidentally left behind after owners have moved on. In February 2023, we rolled out improvements to the user and permissions management report. The latest changes will improve the accuracy and reflect the actual state of unused ownership tokens.

What it looks like. Int he user and permissions interface, under the “unused ownership tokens” you will see a screen like this where you can click “remove” to remove access to those ownership tokens:

Business Finance

How it works. Here are the steps to take to manage these ownership tokens:

  1. Visit the Users and permissions interface
  2. Click “Unused ownership tokens”
  3. Choose the tokens you’d like to remove and click “Remove” (see screenshot below)
  4. Click “Verify removal” to get update for the unused ownership token

Why we care. It is always a good idea to ensure the right people have access to your data and Search Console properties and more importantly that the wrong people do not have access to it. As Nir Kalush from Google wrote, “The update rolled out today lets you verify the removal of the unused verification token so that removed owners cannot regain access to the property.”

So check your tokens and remove those who should not have access.

Original source: https://searchengineland.com/google-search-console-security-update-improves-management-of-ownership-tokens-439677

The Power of Structured Hiring in Modern Workplaces

Home Business Magazine Online

Understanding Structured Hiring

Companies’ hiring approach can be the linchpin of organizational success in the ever-evolving talent acquisition landscape. A strategic framework, known as structured hiring, stands out for its ability to streamline the recruiting process. The power of structured hiring paves the way for more deliberate and fair decision-making. Companies can better align their workforce with the organizational mission and values by standardizing the procedures and benchmarks in talent acquisition. A systematized hiring process increases efficiency and installs a sense of fairness and objectivity, essential components in today’s diverse workplace.

The Elements of a Structured Hiring Process

Benefitting from the power of structured hiring involves several crucial steps designed to enhance the recruitment experience. This transformative methodology starts with a meticulous breakdown of the job’s essential skills – the practical competencies, soft skills, and organizational fit. Crafting role-specific descriptive job postings then sets the stage for attracting ideal candidates. A consistent interviewing roadmap ensures that all prospects are assessed against the same criteria, which greatly aids in uncovering the most compatible talent. A harmonious blend of precision and fairness resonates across the hiring spectrum.

Defining Job Competencies and Crafting Effective Job Descriptions

The quest for the ideal candidate begins with an intimate understanding of the role in question. Defining job competencies involves identifying the technical skills required and the personal attributes that lead to success in the organization’s unique environment. Effective job descriptions translate these competencies into compelling narratives that speak directly to the sought-after talent pool, providing a beacon for those candidates whose aspirations and abilities align with the company’s needs and ethos.

Building a Consistent Interview Framework

Creating a uniform interview framework is a cornerstone of the power of structured hiring. This well-thought-out structure eliminates ad hoc questioning and ensures that each candidate’s experience and skills are evaluated equitably. Interviewers become more adept at identifying the details that matter, leading to more insightful hiring decisions that benefit the entire organization.

The Impact of Structured Hiring on Team Dynamics

Fostering a productive and harmonious work environment is an art, and structured hiring is its muse. By meticulously matching individuals to the culture and values that permeate the organization, businesses instill a powerful synergy within teams. This sense of unity and understood expectations from the get-go sets a precedent for how new hires integrate and contribute to the collective goals, leading to a ripple effect of positivity and enhanced teamwork.

Best Practices in Implementing Structured Hiring

There is an art and science to perfecting the structured hiring process. Initiating comprehensive training schemes equips interviewers with the necessary tools to evaluate candidates consistently. Leveraging technology can innovate and organize the workflow, allowing for a smoother operation that complies with legal considerations and promotes transparency. A focus on fair hiring practices ensures a merit-based selection and a reputation for integrity among potential future employees.

Overcoming Common Challenges in Structured Hiring

Adapting to structured hiring has its challenges. Maintaining a delicate balance between a rigid framework and the flexibility to accommodate the human elements of recruiting is a challenge. Organizations must be willing to iterate and evolve their approach, addressing unexpected variables and changing market conditions while sustaining a structured foundation strong enough to withstand these pressures.

Measuring the Success of Your Structured Hiring Approach

Quantifying the impact and power of structured hiring practices is essential for continuous refinement. Key performance indicators like time-to-hire, retention rates, and candidate satisfaction provide a clear picture of success and areas that demand attention. Incorporating regular feedback mechanisms from stakeholders ensures that the hiring process remains dynamic, resilient, and ever-improving, consistently matching the needs of the business and its employees.

The Role of Diversity and Inclusion in Structured Hiring

A commitment to diversity and inclusion is not simply a moral imperative but a strategic one. Structured hiring is at the forefront of this mission, minimizing unconscious biases and promoting a level playing field. A meritocracy in recruitment paves the way for vibrant, diverse workforces that reflect the world’s rich tapestry, engendering innovation and meeting the needs of a global customer base.

Structured Hiring in Different Scales of Business

The principles of structured hiring are universally applicable, whether in a scrappy startup or a sprawling conglomerate. This approach’s adaptability lies in its scalability. While the motives remain consistent, the application and complexity can be tailored to fit the organization’s size and stage of development, making it a versatile tool for growth and development across the corporate spectrum.

The post The Power of Structured Hiring in Modern Workplaces appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/management/employees/structured-hiring-modern-workplaces/

Writing people-first content: A process and template

Writing people-first content: A process and template

Want to rank highly in 2024 and beyond? Then, you must create what Google calls “helpful, reliable, people-first content.”

In this article, I will outline a process that shows you exactly how to do that and provide a simple template you can fill out to take your content to the next level. 

Spambusters 

At the time of writing, Google is doing some major spring cleaning to tackle some of the spammy, low-quality content littering the search results. 

Unsurprisingly, much content is developed from an SEO perspective. Google’s latest update is designed to help push down some of this SEO-first content and surface people-first content. 

Our goal here should be to create well-optimized, people-first content. Any savvy marketer knows you build trust with your prospects by being helpful and sharing.

A people-first content process

Google has a help page that provides several questions you can use to review your existing content to ensure it is helpful, reliable and people-first. Unfortunately (and ironically), this page is not helpful when creating new content. 

In addition, I have created a simple process we use at my agency for planning, writing and reviewing new content that is people-first and ticks all of Google’s qualitative boxes.

To simplify following the steps, here’s a simple template you can fill out as you work through the article. Grab a copy of this first. 

People-first content: A writing process

What follows is a six-step process for creating SEO-friendly content that is people first. 

As a side note, while Google is at war with low-quality generic content, don’t feel like you can’t use AI tools to help. Just ensure you use these generative AI tools as an SEO assistant rather than create the whole article for you. 

Step 1: Goals

What is your goal for this content? How does this fit into your overall SEO strategy and SEO planning? 

Creating a well-considered goal is essential. The goal is what you are aiming at. If you are off the mark here, you will miss the target despite your efforts. 

To strengthen goals, follow a simple process called “The Five Whys.” State your initial goal, then ask “why” up to five times until you have strengthened and clearly articulated your goals. 

Example

  • Initial goal: Write a blog post about our eco-friendly kitchen products.
  • Why? To improve our website’s ranking on Google.
    • First analysis: I want to improve our website’s ranking on Google.
  • Why? Because a higher ranking will lead to more organic traffic to our site.
    • Second analysis: I want more organic traffic.
  • Why? Because increased traffic can lead to more customer engagement and brand recognition.
    • Third analysis: I want increased customer engagement and brand recognition.
  • Why? This engagement will likely lead to higher sales and customer loyalty.
    • Fourth analysis: I want higher sales and customer loyalty.
  • Why? With increased sales and a loyal customer base, we can further our mission to promote sustainable living and make a larger positive environmental impact.
  • Revised goal: Our objective is to create an informative blog post about eco-friendly kitchen products that educate users about kitchen sustainability. This will help us drive organic traffic to the site, increasing engagement and leads. 

Action item

Outline your goals and refine them using The Five Whys technique. Incorporate SMART SEO goals to refine and articulate the objectives.

Step 2: Reframing for your audience

You know what you want, but Google does not care about your goals, only the satisfaction of its users. You must align your objectives with helping users while connecting them to your business and marketing mission.

To do this, you can employ “reframing.” Based on Ann Handley’s book “Everybody Writes,” it’s a tool for shifting perspectives and better serving our audience in marketing.

First, you should be clear on who your audience is. Google spells this out:

“Do you have an existing or intended audience for your business or site that would find the content useful if they came directly to you?”

Take your initial goal and look at this from your audience’s perspective. Ask, “So what?” and answer with “Because…”  Do this exercise up to five times.

Example

Your goal: Our objective is to create an informative blog post about eco-friendly kitchen products to help generate leads for our sustainable kitchen products. 

  • So what? We all need to learn how to be sustainable in all areas of our lives to help prevent global warming and ensure the planet’s safety for future generations. 
  • So what? Learning about sustainability in the kitchen can help you reduce your environmental footprint, lead to healthier living and save money – good for you and good for your children. 

Final goal: The article will provide a detailed look at how choosing eco-friendly kitchen products leads to a healthier lifestyle, cost savings and benefits for the planet. It encourages readers to make sustainable choices in their daily lives and shows them how to do that with our products. 

Action item

Define your audience, query your goal, reframe it from the customer’s perspective and explain how it helps them. Fill it out in the supplied template. Ensure you can succinctly answer how this helps the reader. 

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See terms.

Step 3: Demonstrate experience and expertise 

The content you create should establish the author’s experience and expertise in a verifiable way. Google spells this out for us with the E-E-A-T and, more specifically, the requirement for “helpful, reliable, people-first content.” 

What makes something reliable? Experience, expertise and credibility are good starting points. 

Below are key points to remember based on Google’s documentation:

Experience

Your content should demonstrate first-hand experience and expertise. You should show a depth of knowledge by using a product or service or visiting a place. From a business perspective, you should clearly illustrate that you have experience. 

Expertise 

The content should demonstrate expertise or link to a page that does. For instance, if your business has accreditations, ensure they are visible on the site. If the author has specific expertise, ensure this is detailed on an author page. 

Get your facts straight 

Using data to illustrate your expertise is helpful, but ensure that any facts you use are 100% correct, referenced and do not contain unsubstantiated claims. 

‘About us’ and author pages

Your site should feature “About us” and author pages that expand upon the credibility of the business and the individual authors. Link to these from your content. Google mentions these pages specifically, so give it what it wants.

Action item

In the people-first content template, fill out the four expertise boxes covering experience, expertise, fact-checking and about us and author pages. 

Step 4: Aim high

You should aim to create unique content that is different or better than elsewhere. Your overall SEO strategy is important here, as you want a reason to stand out from the crowd, and that should flow through your content marketing.

Google provides us with 12 points to review content quality. However, we can summarize these into six points that you can use to guide your content creation. 

Data and examples

Identify data and examples that support your article. Include these, and be sure to cite them correctly. Remember, people love stats and having something makes your content linkable (which is still crucially important). 

Add something to the discussion

Look for areas where you can add something new to the discussion, such as new research, reporting or analysis. This does not have to be complicated. Run a short survey, but add something new to the discussion to add value to your article. In a nutshell, don’t just say the same thing as everyone else! 

Use clear titles

Create clear, descriptive, accurate and non-sensational titles summarizing the content. You can still optimize but do so sensibly. Always prioritize people over SEO.

State your sources and add commentary 

When referencing other sources, add value. Avoid just rewriting or restating; try to add a unique spin to what is already there. Use your experience and expertise to do so. You are an expert on this topic; your opinion and experience here matter. 

Focus on quality and make it easy to share 

Ensure the content is well produced. Use AI tools here to help if you wish. Don’t take every recommendation. Keep your voice in the piece. Aim for something of the same quality you expect in a newspaper or other printed media. 

Action item

Fill out page four of the template. Don’t worry about finding something for each of these but try to ensure you bring something new. 

Dig deeper: Mastering content quality: The ultimate guide

Step 5: Write 

In some respects, this is the easy bit. Once you have completed the research steps above, you will know the angle from which you are coming. I recommend copying your overall goal at the top of your document so you can use that as your North Star! 

The steps you take now will vary depending on your own writing style, but the key here is that planning sets up success. 

My approach is something like this:

  • Decide on the format (blog post, list, stats, etc.).
  • Outline bullet points of the sections.
  • Work on a very rough first draft (just write – don’t stop to edit).
  • Walk away for a few hours, at least.
  • Write the second draft.
  • Walk away and sleep on it.
  • Review using Google’s question list.
  • Write the third draft.
  • Editor review.
  • Tweak and publish.

I often think the most important aspect here is to sleep on it. If you can and if, like me, you are fitting in writing around running your business, then it can make sense to do the big steps over different days. 

  • Day 1: Plan and bullet points
  • Day 2: Rough first draft
  • Day 3: Second draft 
  • Day 4: Third draft, edits and publish

A key element for me is the sleeping on it factor. When you are writing like this, you are often trying to solve a problem and your planning and first drafts get you so far. 

But then, when you sleep on it, your subconscious starts to work through all those little bits that are not quite there yet. 

Then, when you work on your second and third drafts, you will strengthen the article so much more (and it is much easier). 

Dig deeper: 25 tips to optimize your content for people and search engines

Step 6: Review

At this stage, if you want to be absolutely certain you have nailed this, you can revisit Google’s Helpful Content help page to self-assess your content.

Having conducted the planning process, this should be orders of magnitude easier. Starting your content creation with planning and ending with a qualitative review will strengthen your approach and improve your results. 

Page experience and SEO

One last point of importance: the content should be housed on a site that provides a solid page experience. 

  • Your web design and SEO should be dialed in.
  • You should have green lights on your Core Web Vitals.
  • Your site should run over HTTPS.
  • You should not show too many ads (if any, should you be a business selling services).

These are the basics, but Google does have a help page if you wish to dive in further.

Crafting people-first content: A blueprint for SEO success

While there is a lot of change and doomsaying at the moment, content marketing with SEO is still a viable tactic for authentic experts who can help the target audience. 

Google has articulated what they are looking for. By carefully reviewing the help pages on E-E-A-T and creating helpful content, we can build a process that ensures we are aiming at exactly what Google is aiming at (that is, real SEO that stands the test of time). 

This dogged focus on the end user is truly what marketing is all about and why Google is such a big company. Getting into this mindset and making it the heart of your SEO philosophy will only improve your results.

Be sure to determine some simple SEO KPIs to measure your success and keep focused on creating content that helps you while helping your audience.  

Original source: https://searchengineland.com/writing-people-first-content-process-template-439636

How to harness the power of brand mentions across the search universe

How to harness the power of brand mentions across the search universe

Brand mentions are crucial in shaping brand presence and perception across the search universe. This article explores the growing relationship between brand mentions and their significance in developing share of search and boosting brand search.

We will also:

  • Dive into the nuances of brand mentions.
  • Examine how brand mentions impact search marketing, both on traditional and social search platforms.
  • Discuss strategies for integrating brand mentions into a cohesive search marketing approach.

Understanding brand mentions

From publications to social channels, right through to search platforms, conversations about brands are happening across an increasing number of touchpoints. 

Broadly speaking, brand mentions are any reference to a brand within digital content, encompassing a wide array of online interactions.

These mentions can be categorized into: 

  • Direct mentions.
  • Indirect mentions. 

Direct mentions 

  • These are clear references where the brand name is explicitly mentioned. 
  • Direct mentions are straightforward to track and measure, providing clear insights into brand visibility and audience engagement.
  • Social Sentiment tools, such as Brand24 or Brandwatch, can be leveraged to monitor them. 

Indirect mentions

  • These may involve product names, services or content closely associated with the brand without explicitly naming it.
  • These mentions require more sophisticated tracking methods but offer valuable insights into the broader brand landscape and still impact share-of-search. 

Understanding the types of mentions is imperative to understanding their impact on brand search and share of search.

Developments in search volumes, as well as trends around brand terms and products, are signals we can turn to when reporting on the impact of direct/indirect mentions across channels. 

Where brand mentions occur

Brand mentions can occur across numerous channels, each holding a unique audience and interaction style. 

Social media

  • Instagram, X, TikTok, Pinterest and Facebook are hotbeds for brand mentions, with users frequently discussing brands in posts, comments and stories. 
  • Brands that can manufacture these mentions through strategic activations around UGC campaigns, influencer marketing and owned content can effectively develop their share of search. 

Blogs, news and articles 

  • Written content on blogs and news sites often includes brand mentions, either as the primary focus or within broader topics. 
  • Digital PR remains a fantastic way to achieve coverage within these online publications. 
  • Previously, the elusive “follow” link was the goal. Moving forward, brand mentions will become the desired goal. 

Forums and discussion boards

  • As Reddit and Quora gain prominence in search engine results, brands can leverage them for in-depth discussions on specific topics. 
  • Brand mentions on these platforms offer valuable insights, enhancing perception and awareness.

Online reviews and feedback platforms 

  • Sites like Yelp, Google Reviews and TripAdvisor feature direct customer feedback, making them invaluable for assessing brand sentiment. 
  • Such reviews can then be leveraged within our website content to showcase “trustworthiness.” 

Understanding brand mentions across various touchpoints is crucial. It’s the initial step in using them within a comprehensive search strategy.

Monitoring and engaging with these mentions offer valuable insights into public perception and user needs.

Dig deeper: Why brand mentions are the future of backlinks

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Brand mentions for SEO 

The influence of brand mentions extends beyond name-dropping. They offer a crucial way for brands to shape their presence in SERP results across the search universe on both traditional and social search platforms.

Let’s look at the impact of brand mentions on search marketing. 

For traditional search, the benefits of attaining and leveraging brand mentions are significant, albeit indirect. 

I remember Carrie Rose from Rise at Seven discussing how brands can use mentions to expand their presence on SERPs in a 2023 conference talk. This remains relevant today.

Brands can leverage brand mentions across the channels we have discussed to begin dominating SERPs, ensuring their brand owns SERP real estate. 

By associating brand names with relevant search terms and striving to generate mentions alongside these terms, it’s possible to:

  • Increase visibility on social search platforms.
  • Get featured in press articles often appearing at the top of search results.
  • Gain exposure on forums that are becoming more prominent in search results.

This method ensures that brands are front and center for vital terms in the non-brand space – a huge SEO win. 

Social search / search universe

When we shift our focus to the emerging search universe and social search platforms, brand mentions begin to take on a different form. 

Brand mentions on social search platforms aim to boost brand awareness and fame, ultimately driving conversions, often through traditional SEO platforms.

Traditional search relies on us searching to show us relevant content. On social platforms, these handcuffs are removed. 

Social algorithms look to provide relevant content to users upon their feed, typically related to previously engaged content. 

In this case, social platforms could deliver the content featuring our brand mentions without a search, making social platforms an enticing prospect for brands.

Each platform has individual nuances that need to be considered. Ultimately, social search allows brands to blur the lines between demand generation content and demand capitalization content, something traditional search simply cannot replicate. 

In the process, we can facilitate brand search and improve share of search – a win-win! 

Dig deeper: Search, social and retail: The future of digital brand experiences

Brand mentions on traditional and social search platforms

Let’s explore some of the benefits of traditional and social search brand mentions.

Expanding reach 

  • Every mention serves as a digital beacon, a brand bat signal if you like, potentially reaching new audiences across these diverse platforms. 
  • These audiences may not have encountered the brand otherwise, broadening its reach beyond its existing community.

Building trust and authority

  • In the eyes of consumers, frequent mentions by reputable sources can elevate a brand’s status, lending it credibility and authority. This perceived authority makes the brand more visible and attractive to potential customers. 
  • In traditional SEO, this arises from coverage in press and publications. For social search, it is more likely to arise from user-generated content (UGC) or a community’s favorite content creators. 

Driving engagement and conversations

  • Brand mentions can spark discussions and engagement, increasing visibility in public forums, social media or comment sections.
  • They keep the brand at the forefront of relevant discussions, enhancing its presence online. This can be manufactured to move people to a landing page as part of this discussion or conversation. 

How to integrate brand mentions into a strategy 

Brand mentions will likely occur naturally, but relying on this is insufficient. Instead, you can manufacture your search strategies with “achieving brand mentions” as a key consideration. This involves consistent monitoring and analysis of your brand mentions. 

Adopt processes and tools to monitor such mentions across platforms so you can assess their impact on visibility, brand search trends and share of search. This should be the foundational piece of your puzzle. 

From here, actively engage with your brand mentions, especially on social search platforms. Respond to reviews, participate in conversations and contribute to discussions, as these will amplify the impacts and effects of your activations.

Crafting a content strategy to boost brand search and enhance share of search is crucial, especially if you’re seeing a shift toward social search destinations among your audiences.

To drive better brand mentions and long-term value, consider: 

  • Using outreach and digital PR.
  • Creating shareable content.
  • Activating creator-led content.
  • Leveraging UGC.
  • Participating in emerging trends.

This strategic approach to leveraging brand mentions enhances organic visibility, enabling you to secure a prominent place in the search universe. 

Driving brand mentions across the search universe

By strategically fostering brand mentions, you can command a considerable share of search, marking your territory in the evolving search universe.

Integrating brand mentions into a cohesive search marketing strategy requires a proactive and creative approach – monitoring, engaging with and cultivating organic mentions are foundational steps.

To truly capitalize on brand mentions, you must also craft resonant content, collaborate with influential voices and participate in digital trends that elevate your presence beyond traditional search.

By embracing a search-everywhere approach, you can harness the full spectrum of opportunities brand mentions offer.

Original source: https://searchengineland.com/how-to-harness-the-power-of-brand-mentions-across-the-search-universe-439641

Google testing People Also Consider label on branded search ads

6 steps to improve your Google Ads campaigns

Google is trialing a new People Also Consider badge on ads served within branded search results.

The label appears as a grey box positioned underneath the company name, logo and URL as demonstrated in the screenshot below:

Advertising

The feature is not clickable, and so the purpose of it is causing confusion amongst PPC marketers.

First spotted. The new ad badge was first spotted by Anthony Higman, CEO of online advertising agency Adsquire. He shared his thoughts on X:

  • “Google Ads is getting weird AF. ‘People Also Consider’ badge on a search for our brand.”
  • “What else is there for people to also consider on a search for my brand? Or is this a sign of things to come?”
  • “Is this what they have been doing by matching all branded terms to keywords? Are they really about to throw all of us into our competitors’ ad auctions unsolicited and then just toss a ‘People Also Consider’ badge on those ads and call it a day?”
  • “I’m thinking it’s why they have been matching brands to keywords for the last two years. If they are really about to do what I think they are going to do with these, it is NOT clever or innovative, its desperate and grimy.”

What Google is saying. Google did not immediately respond to Search Engine Land’s request for comment.

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Why now? The new badge comes just a week after Shalom Goodman spotted Google testing a “Related to your search” badge on search ads. This label also appeared as a grey box positioned underneath the company name, logo and URL as demonstrated in the screenshot below:

Alphabet Inc.

Google is yet to offer any insight or further explanation around this feature.

Why we care. If Google starts forcing companies into their competitors’ ad auctions, it could be bad for business. Customers might see competitors’ ads when searching for your brand resulting in you losing a potential sale. Additionally, paying for ads on competitor brand searches are unlikely to reach high-value customers as they are looking for a specific brand, not just a service – which ultimately creates a poorer user experience.

Original source: https://searchengineland.com/google-people-also-consider-badge-branded-search-439612

TikTok launches enhanced ad placement controls

Business Finance

TikTok introduced two new controls to give advertisers more choice regarding where their content appears:

  • Category Exclusion.
  • Vertical Sensitivity controls.

Additionally, the social media platform is merging account-level controls for all brand safety and suitability solutions within TikTok Ads Manager (TTAM) to make using these new tools even easier.

Why we care. Ads appearing alongside content that doesn’t align with your brand identity isn’t ideal. Not only does it conflict with their company’s message, but it also likely makes it harder to reach and engage with high-value consumers.

Category Exclusion. This new feature allows advertises to control whether their ad is served next to four non-standard categories:

  • Gambling and lotteries.
  • Violent video games.
  • Combat sports.
  • Youth content.

By managing association with these content categories, brands can ensure consistency in messaging. Category Exclusion only applies to content that doesn’t breach TikTok’s Community Guidelines – for example, although the platform does now allow the promotion of gambling services, content featuring gambling in entertainment, such as movies, is allowed.

Vertical Sensitivity. Advertisers can utilize this feature to choose their industry vertical and avoid content related to that vertical that they deem incompatible with their brand positioning, providing an extra layer of brand protection. For instance, a travel brand that typically focuses on nature-themed content may opt out of appearing alongside content about volcanoes or floods.

TikTok now offers 11 verticals to choose from:

  • Pets.
  • Beauty.
  • Food.
  • Fashion/Retail.
  • Travel.
  • Financial Services.
  • Technology.
  • Automotive.
  • Gaming.
  • Professional Services.
  • Entertainment.

Verified third-party results. TikTok also expanded its partnerships with DoubleVerify (DV), Integral Ad Science (IAS), and Zefr to include post-campaign measurement of these new controls

Unified TikTok Ads Manager hub. Additionally, the platform has introduced the Brand Safety Hub in TikTok Ads Manager to simplify brand safety measures and provide consistency for advertisers. This hub offers advertisers a smoother process, enabling them to set brand safety and suitability preferences at the account level, which then become default settings for future campaigns. It’s designed for advertisers who have clear preferences and want them applied automatically with minimal effort.

What TikTok is saying. TikTok said in a statement:

  • “Beyond brand safety, we respect that brands know their values best. As such, they may have preferences as to where they show up, especially when it comes to the content next to their ads.”
  • “That’s why we’re committed to continuously innovating beyond traditional suitability standards—to build solutions that empower advertisers with even more control.”
  • “The new controls go above and beyond common industry standards and guidance for protections, including the Global Alliance for Responsible Media (GARM) Brand Suitability Framework.”

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Deep dive. Read TikTok’s announcement in full for more information.

Original source: https://searchengineland.com/tiktok-enhanced-ad-placement-controls-439621

How to Run a Successful Personal Injury Law Firm

Home Business Magazine Online

In the United States, there are over 1.3 million licensed attorneys, with a significant number of them practicing personal injury law. The states with the highest number of attorneys are New York, California, and Texas. With such a competitive landscape, a successful personal injury law firm must stand out from the crowd and establish itself as a leader in their field.

By focusing on productivity and implementing targeted marketing strategies, personal injury law firms can attract more clients and achieve greater success.

Prioritize Productivity

One of the key factors in running a successful personal injury law firm is prioritizing productivity. Lawyers spend, on average, only 2.3 hours per day on billable work, according to a study by Clio. To maximize productivity, law firms should streamline their processes, leverage technology, and delegate tasks effectively.

Implementing case management software can help track deadlines, automate document generation, and facilitate communication with clients. By utilizing tools like e-discovery and document automation, attorneys can save time and focus on high-value tasks. Additionally, delegating administrative tasks to paralegals and support staff can free up attorneys’ time to concentrate on legal work and client interactions.

Specialize and Develop Expertise

To differentiate themselves from competitors, personal injury law firms should consider specializing in specific areas of personal injury law. According to the American Bar Association, the most common types of personal injury cases include motor vehicle accidents, medical malpractice, and slip and fall accidents. By focusing on a particular niche, firms can develop a deeper understanding of the legal intricacies and build a reputation as experts in their field.

Specialization allows firms to provide targeted services, attract clients seeking specific expertise, and potentially command higher fees. Investing in ongoing education and training for attorneys and staff can help keep the firm up-to-date with the latest legal developments and strengthen their specialized knowledge.

Build a Strong Referral Network

Referrals are a significant source of new business for personal injury law firms. Developing a strong referral network in your city or state can help generate a steady stream of clients. This can be achieved by building relationships with other professionals, such as healthcare providers, insurance agents, and other attorneys.

For example, suppose your legal practice is located in Fort Lauderdale, Florida, and you run a law firm with other Fort Lauderdale personal injury attorneys. In that case, participating in the Florida Bar Association, attending local industry events, and engaging in the Fort Lauderdale community outreach can also help expand the firm’s network. Providing exceptional service to existing clients can lead to positive word-of-mouth referrals, as satisfied clients are more likely to recommend the firm to their friends and family.

Leverage Digital Marketing

Having a strong online presence is essential for personal injury law firms. A well-designed website that is optimized for search engines can help potential clients find the firm when searching for legal services online. Investing in search engine optimization (SEO) techniques, such as keyword research and content creation, can improve the firm’s visibility in search results.

Additionally, utilizing social media platforms like Facebook, LinkedIn, and X can help engage with potential clients, share informative content, and showcase the firm’s expertise. Paid advertising through platforms like Google Ads can also be effective in targeting specific demographics and driving traffic to the firm’s website.

Prioritize Client Communication

Effective communication is crucial in building trust and maintaining strong relationships with clients. Personal injury cases can be stressful and emotionally challenging for clients, so it is essential to provide regular updates and keep them informed throughout the legal process. Implementing a client portal or using secure messaging systems can facilitate easy communication and document sharing.

Responding promptly to client inquiries and addressing their concerns can help alleviate anxiety and demonstrate the firm’s commitment to their case. By prioritizing client communication, personal injury law firms can improve client satisfaction, increase referrals, and build a positive reputation in the community.

Running a successful personal injury law firm requires a multifaceted approach. By implementing these strategies, personal injury law firms can differentiate themselves from competitors, attract more clients, and achieve long-term success in a highly competitive market.

The post How to Run a Successful Personal Injury Law Firm appeared first on Home Business Magazine.

Original source: https://homebusinessmag.com/management/legalese/run-successful-personal-injury-law-firm/

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