Category: Digital Marketing

Martech Stack Optimization: 5 Insights for 2020

Martech Stack Optimization

Marketing continues to become more complex as marketing professionals have more and more marketing tactics available. Marketers need to think about content, website, mobile, SEO, SEM, programmatic advertising, video, podcasts, webinars, email, automation, personalization, data, social media, account-based marketing, affiliate marketing, eCommerce, engagement, live events, syndication, gamification, retargeting, AI and more.

As marketing continues to evolve, the technology needed to support marketing continues to evolve too.

What Is a Martech Stack?

The martech stack is the group of technologies that markers use to execute, analyze and improve their marketing across the customer lifecycle.

What Is Martech Stack Optimization?

Martech stack optimization is how you build your martech stack to optimize your marketing efforts. What technology do you need? What are your objectives? How do all of your technologies work together? Do they work together? What investment should you plan for? And more.

To understand the importance of martech stack optimization, you need to understand the growth of marketing technology in the past 10 years.

To understand the rapid growth of marketing technology, look at the Marketing Technology Infographic that is published by Scott Brinker, the Chief Marketing Technologist, each year. The infographic has had such rapid growth that it is now called a Supergraphic (a well-deserved title change).

Martech landscape supergraphic

The Supergraphic started in 2011 with 150 companies and has grown to 7,040 companies in 2019. Yes, that is not a typo – 7040!

To help marketing professionals with martech stack optimization, Ascend2, a research-based marketing firm, fielded the Martech Stack Optimization Survey. 265 marketing professionals participated in the survey.

With so many marketing technologies available, it is easy for companies to have a martech stack that is complex and highly inefficient. Too often, multiple Marketing Technologies (or the MarTech Stack) become a junkyard of underutilized and disparate tools. The purpose of optimizing this set of tools is to make difficult marketing processes easier and more efficient.

The Ascend2 survey helps answer the question: How will marketers optimize their martech tools in the year ahead? 

The Martech Stack Optimization Survey Summary Report is available free of charge and is filled with valuable research.

Here are a few noteworthy findings for the Asend2 research study on martech stack optimization:

Finding #1: Status of Martech Stack Optimization within Marketing Departments Today

It seems that marketers have recognized and are slowly taking action when it comes to addressing how marketing technologies are utilized and managed. Only about one-in-five marketing professionals (19%) have an operational strategy in place for optimizing a martech stack. However, another 58% report being in the development or implementation phase of optimization.


About one-in-five marketing professionals (19%) have an operational strategy in place for optimizing a #martech stack.
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Current Status of Optimizing a Martech Stack Strategy

Finding #2: Key Priorities of Martech Stack Optimization

Marketers are tasked with strategically implementing the appropriate marketing technologies in a way that produces significant results. Making an overall marketing strategy more efficient is a top priority for 55% of marketing professionals implementing a martech stack optimization strategy. Improving customer experience is also a key objective for 51% of marketers surveyed.


Making an overall marketing strategy more efficient is a top priority for 55% of marketing professionals implementing a #martech stack optimization strategy.
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Key Priorities of a Martech Stack Optimization Strategy

Finding #3: Martech Must Improve Improve Ease of Use

Many marketing technologies are only as good as what the user puts into them. In order to best optimize marketing, over half of the marketing professionals (52%) report that implemented martech need to improve ease of use. Increasing utilization and adoption of technology can lead to improved performance.

Capabilities that the Martech Stack Should Improve

Finding #4: Data Insights and Analysis Is the Most Important Feature of a Martech Stack

When implementing a martech stack, some features are more important to marketers than others. Access to data insights and analysis is the most important feature for 51% of marketing professionals surveyed who see the value in using data to optimize. Ensuring the seamless integration of systems is also of significant importance to 46% of marketers.

Why Implement a Martech Stack

Finding #5: Martech Stack Optimization Is an Important Investment

Marketers clearly see a benefit to dedicating resources to martech stack optimization, as 86% report that they will continue to invest or are planning to invest in the year ahead. About half of those surveyed (49%) describe this investment as moderate, while 22% say they will continue to invest significantly in optimizing a martech stack.

Martech Stack Investment

Conclusion

Before your martech stack looks more like a bowl of spaghetti than an optimized tool for marketing, take the time to build your strategy and determine what you need to be successful for the year ahead. To find out more about martech stack optimization, download the entire Ascend report.

The post Martech Stack Optimization: 5 Insights for 2020 appeared first on Content Marketing Consulting and Social Media Strategy.

How to Run Online Contests and Giveaways Like a Pro

How to Run Online Contests

Wondering how to run brand contests and giveaways like a pro?

Contests and giveaways can be an amazingly easy and quick way to generate positive engagement, get more traffic to your website and, most importantly, generate more leads for your business.

That said, holding an online contest is not as easy as buying an iPad, posting a contest on Facebook and then waiting for the results to come in.

You might get lots of people interested and participating – and more likes than you ever expected on a post – but, at the end of the day, if you’re not getting the right people signing up for your contest or giveaway (i.e. your target audience), you’re not going to get a return on your investment.

In this post, I’m going to show you how to run contests and giveaways like a pro – so that you’re not just doing a contest for the sake of it but actually reaching your goals for your marketing strategies.

Why run online contests and giveaways?

As I mentioned in the introduction, contests and giveaways are a great way to get marketing results quickly and help accomplish the following:

  • Boost engagement with your followers
  • Generate new social media followers
  • Get more traffic to your website 
  • Grow your email list 
  • Produce more leads and sales for your business 

Contests and giveaways are interactive by nature, and people often love them – after all, they’re an opportunity to win something that people want or need.

What’s more, contests and giveaways require participants to leave their details with you – and, with the right type of contest and prize, that means you can generate more leads for your business.

Plus, contests are a great way to generate more interest in your business and the products and services you offer – so, by promoting your products/services this way, you can even boost your sales considerably.

That being said, not just any contest will get you these results – you need to be very clear about your objectives, build a contest that supports these objectives, offer the right prize and promote your contest/giveaway extensively.

Step 1: Determine Your Contest Objectives

Before starting any new marketing plan or campaign, it’s important to take the time to establish what your campaign’s objectives are. 

When you know what your objectives are, you can build a campaign that helps support these goals and helps you reach them. 

First, consider your overall marketing and business goals – what do you want to achieve in the coming quarter?

Once you’re clear on those objectives, you can plan your contest goals to help you reach the results you want. 

Here are some of the goals you can set up for your contest/giveaway campaign:

  • Generate more leads/email subscribers
  • Boost your sales
  • Increase brand awareness of your brand or a specific product/service
  • Get more social media followers
  • Boost your audience engagement 
  • Drive more traffic to your business website 
  • Gather user-generated content 

Once you know what your goal is, you can build a campaign that will help you reach that goal. 

Step 2: Choose a Relevant Prize

The prize you offer in your contest or giveaway is one of the most important elements that can determine the success of your campaign. 

If your prize is too generic – like, let’s say an iPad, which seems to be one of the most used prizes for online contests – you might get a lot of attention, but is it the right attention?

The thing is, everyone could use an iPad: from a 14-year old teenager who’s in a video-game phase to a 35-year-old marketing executive.

In other words, you’re going to get a mishmash of people signing up for your contest, none of them potential customers for your business. 

Whatever your contest goal is, whether it’s to get more leads or more engagement, the key is to get these results from the right people. 

To do so, you need a prize that will only appeal to your particular target audience.

Ideally, your prize should be brand-related, as well as something that your target audience wants.

For example, one of the easiest ways to offer a good prize is to use your own business’s products or services, like this example from Qwertee, who gave away 30 free t-shirts as part of their giveaway (and yes, they sell t-shirts).

Facebook Contest Example from Qwertee

Facebook Contest Example from Qwertee

The thing is, when you give away something related to your products or services, you’re going to get the right attention: not only freebie-seekers but also people who would genuinely want or need your products/services.


When you give away something related to your products or services, you’re going to get the right attention: not only freebie-seekers. #contest #marketingtip
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Here are some of the targeted, brand-related prizes you can offer:

  • Coupon codes and discounts to be used on your website/in-store
  • Your products 
  • Access to your services 

Also, you should make sure to showcase the value of the prize – it’s another great opportunity to promote your business and your products/services and show people why they’re so valuable, like you can see on this contest landing page from Lucille Roberts.

Contest Landing Page Example from Lucille Roberts

Contest Landing Page Example from Lucille Roberts

Here’s another example, from Riedel UK, offering up a beautiful set of their wine glasses as a contest gift.

Instagram Contest Example from Riedel UK

Instagram Contest Example from Riedel UK

The reality is that you might get fewer participants than you’d want this way (or, at least, compared to if you were giving away a tablet or something similar that appeals to a wider audience), but the idea is to get targeted participants. You want to get real leads and real engagement from people that are likely to be converted into your customers down the line.

Step 3: Design Your Contest 

Once you know what you want to achieve with your contest and have decided on a prize, you can start putting together your contest or giveaway; there are numerous types of contests/giveaways, such as:

  • Photos and video contests
  • “pick your favorite” contest
  • Mention and/or hashtag contest
  • Writing or essay contest
  • Instant win contests
  • The “refer-a-friend” contest
  • And, of course, giveaways, which are similar across platforms

In order to run a successful contest or giveaway, you can use a number of tools to help create your contest, publish it on the channels you want, as well as manage your participants and assign winners fairly. 

Here are some useful contest tools to consider for your campaign:

Easypromos 

Easypromos is one of the most popular options for creating this type of interactive content. You can use it to create giveaways, contests, games and quizzes, as well as coupons and codes for special offers. In total, there are about 30 different applications to choose from.

Easypromos Interactive Content and Contest Tool

Easypromos Interactive Content and Contest Tool

In addition, as you might notice above, it works on a variety of online platforms, including Instagram, Facebook, Twitter and YouTube, as well as your own website and even via email newsletters.

There’s an easy-to-use drag-and-drop builder. Plus, you can monitor your campaigns’ results and ROI, as well as set up automated emails to nurture your leads.

Shortstack

Another popular solution is Shortstack. This robust tool allows you to create contests, giveaways and quizzes, as well as landing pages for your interactive content.

It also has various features to ensure you can run your contest from start to finish: email marketing features, drip emails and lead collection tools, among others.

Shortstack Contest Tool

Shortstack Contest Tool

Their campaigns work on a variety of platforms, including all popular social networks, as well as on your website and on landing pages. 

Here are some of the most important elements that need to be on your contest post/page:

  • A title that gets people’s attention
  • Your prize
  • A very clear and visible call-to-action (usually, in the main title)
  • Entry details
  • Contest rules (make sure you’re following each platform’s rules too)
  • Other contest details, such as the time frame for your contest and how the winners will find out

Step 4: Promote Your Contest Everywhere

In order to get the most out of your contest, make sure to promote it high and wide – the more people join in, the better.

Here’s what you need to do in order to promote your contest:

  • First, create a landing page for your contest 
  • Send an email blast to your list and let them know about your contest and where they need to go to sign up (that email will probably have the biggest open rates you’ve seen so far!)
  • Promote your contest across all social channels
  • Promote your contest on your website and/or blog; for example, you can create a banner to promote it, use a Hello Bar or even write a blog post about it
  • Create an ad campaign: if you’ve planned a really big contest and want to get the most out of it, it might be a good idea to invest in social media ads to reach a much wider audience 

Conclusion

Contests and giveaways can be extremely powerful tools for your business. They offer this highly-effective, super-fast way to get results: more leads, more engagement, more traffic and so on.

Follow the steps outlined in this step-by-step guide, and you’ll be running high-performing contests and giveaways in minutes.

Just remember this: stop giving away iPads.  

Unless you’re Apple, of course. 

The post How to Run Online Contests and Giveaways Like a Pro appeared first on Content Marketing Consulting and Social Media Strategy.

5 Reasons a Marketing Career is Best | Career in Marketing in Bangladesh

Marketing is an exciting sector to be in. Here you’ll find psychology to art to statistics, all packaged together.

Additionally, marketing is one of the most important part of a business. Without customers, a business could not survive.

Here are some other reasons why a marketing career in Bangladesh or career in marketing in Bangladesh is a smart career choice:

Lots of Learning Opportunities

There are an endless amount of learning opportunities in marketing. Within online marketing in Bangladesh, alone there are so many branches.

Strong Community of Professionals

The community in the marketing industry is very strong. Even in Marketers in Bangladesh, are also very helpful. Although Marketing in Bangladesh is improving day by day.

There are many organizations like the American Marketing Association that promote professional development. The search marketing community and social media marketing community are also very friendly.

I’m trying to grow a community called ‘Digital Marketers in Bangladesh‘ in Facebook, only for digital marketers and marketing enthusiasts in Bangladesh.

Rarely Boring

Marketing in Bangladesh is changing tremendously. With all this change, marketers in Bangladesh have the exciting challenge of managing new forms of media and advertising. It is an exciting time to be a marketer in Bangladesh.

Make a Difference

It doesn’t matter if you create an awesome product if no one is willing to buy it. Marketing is the important part that ensures it.

Marketing helps consumers find best products. It helps entrepreneurs to get in front of the right audience. An effective marketer can go to sleep at night knowing that they have made a difference in the universe.

Job Demand/Job Security

There is a strong demand across the country for digital marketers.

According to Monster.com, “In 2012, leading-edge Internet technologies will again be a leading generator of marketing jobs.”

Marketers are trying to manage the growth of social networks. It is difficult to remove or replace a marketer.

Are there any more reasons why you think a marketing career in Bangladesh is awesome? Please share them in the comments below.

The post 5 Reasons a Marketing Career is Best | Career in Marketing in Bangladesh appeared first on Muntasir Mahdi.

Our Top 10 Favorite Posts of the Decade

Top 10 Favorite Posts of the Decade

Jay Baer started the Convince & Convert blog back in 2008, and every year we post a top 10 list of our most popular posts of the year. But for 2020, we’re bringing you our favorite posts of the decade. Some are visitor favorites. Others are team member favorites.

Dive in now as we celebrate 10+ years of marketing content:

My Biggest Mistakes in 10 Years as an Entrepreneur

10 mistakes as an entrepreneur

To celebrate Convince & Convert’s 10 year anniversary in 2018, founder Jay Baer revealed the 10 biggest lessons he learned while leading the company. While this post doesn’t receive many organic visits these days (it was tricky to optimize for SEO), it did get a ton of feedback, shares and engagement when we originally posted it. It’s worth a read — for sure!

Originally Published: June 1, 2018

How to Build a Content Calendar (Plus a Free Template)

How to Build a Content Calendar (Plus a Free Template)

A fan favorite, we recently refreshed this popular post in early 2019 with a video, new downloadable template and updated advice—and it jumped in the rankings and receives thousands of visitors each month. And for good reason — the advice is useful and actionable.

Originally Published: January 6, 2014

Updated: February 2, 2019

The Time I Spent the World Series in Handcuffs

The time I spent the World Series in handcuffs

We take the ability to get real-time answers, real-time help and real-time apologies for granted, because they are the norm today. But it wasn’t the norm in 2001 – the year the Diamondbacks won it all, and Jay spent 4 innings in handcuffs. Our very own Kelly Santina suggested this post be added to the list, and I suggest you read it too.

Originally Published: October 26, 2014

How to Create a Social Media Strategy in 7 Steps

How to Create a Social Media Strategy

In terms of page views since January 2010, this post is #1, generating more than 600,000 page views since it was first published in 2013. We’ve updated it and added a downloadable template, and it’s still going strong — the post is one of our top 10 most popular.

Originally Published: January 27, 2013

Updated: March 27, 2019

Don’t Be Scared, Be Prepared: How to Manage a Social Media Crisis

how to manage a social media crisis

Jay originally wrote this post based on a presentation back in 2014, and our very own Lauren Teague updated it in November 2018. Lauren is an expert in social media crisis preparation and management, and this post continues to inform visitors and clients. Keep this one handy as you update your social media crisis plan for 2020.

Originally Published: April 13, 2014

Updated: November 4, 2019

How to Fight Back Against Negative Customer Ratings and Reviews

How to Fight Back Against Negative Customer Ratings and Reviews

Before Jay published Hug Your Haters, he published this post on handling negative reviews. Solid advice that’s still relevant today.

Originally Published: November 4, 2015

How to Create a Content Marketing Strategy in 7 Easy Steps

How to Create a Content Marketing Strategy

Another classic, evergreen post, Jay wrote the original in 2014, and C&C content strategy experts Anna Hrach and Jenny Magic updated the post in 2019. Still going strong over 4 years later, this post is popular with Google visitors and our email readers. It includes a handy, downloadable template too.

Originally Published: October 12, 2014

Updated: June 24, 2019

Why Done Is Better Than Perfect Is Now a Broken and Unworkable Philosophy

Done is Better than Perfect is Now a Broken Philosophy

This post killed it in our weekly newsletter — some of our highest opens and CTRs ever! The subject line was “Sheryl Sandberg Is Totally Wrong About This”. People must really love to hate Sheryl Sandberg or they just really love our weekly newsletter. I’d like to think it’s the latter. But really, this is a fantastic post from Jay that explains when you follow the “done is better than perfect” philosophy, you sacrifice customer experience for speed.

Originally Published: February 27, 2019

5 Ways to Develop a Unique Selling Proposition

unique selling proposition

It’s always good to go back to the basics. This post on unique selling propositions has been a fan favorite since 2013.

Originally Published: December 3, 2013

The 5 Types of Talk Triggers [Infographic]

types of talk triggers word of mouth infographic

In conjunction with the release of the book, Talk Triggers, Jay created this nifty infographic on the 5 types of talk triggers. It includes stats, research and the five ways you can get your customers talking about you with a talk trigger.

Originally Published: October 3, 2018

 

The post Our Top 10 Favorite Posts of the Decade appeared first on Content Marketing Consulting and Social Media Strategy.

Best Ways to Do Digital Marketing | How to Do Digital Marketing

Digital marketing means, marketing with digital media on the internet. It’s a marketing strategy that uses digital marketing techniques to promote something. The world of digital marketing is fascinating. But once you know the basics and how to do it, it’s much easier than you think.

In this tutorial i’m gonna list all of the best ways to do digital marketing. Let’s see if i can explain to you the title on, How to do digital marketing.

Research search terms that are relevant to your business and industry.

Search Engine Optimization (SEO) is a digital marketing strategy. It works by driving organic visitors from search engines like Google and Bing. Search engines rank websites based on the keywords.

  • Use search engines like Google to look at search terms that are used by your competitors.
  • Make a list of search terms that are used for similar products or services.
  • Look at the related searches.

Optimize your website by putting keywords in your website URLs.

A URL is the address of a web page. Insert keywords into your URLs. It can help you to rank faster.

  • If you’re selling a sports calendar, the URL for your page selling sports calendar could be: “www.yourbusiness.com/sports-calendar.”
  • If you sell a sports calendar but you use the word “calendar” in your URL, your page may not appear for people searching for a sports calendar.
  • Use URLs that are easy to remember.

Use keywords in title tags and meta descriptions of your web pages.

A title tag is the name of the web page. This link appears in a search result from a search engine. A meta description is the 2-3 lines short description under the title tag. Both of these are great places to use keywords to help your page grow higher.

  • Use keywords organically. So they look genuine and legit.
  • If you owned a beauty salon, you would want the meta description of your salon’s website to include words like “beauty, salon, treatments, facials, and manicures.”
  • Use Google and Bing webmaster tools.
  • A title tag is also the hyperlink that people will click on to go to your page.
  • Don’t Stuff keywords.

Include keywords in the content of your website.

Try to use the keywords relevant to your business. That includes any product descriptions, blog posts, and page titles. Don’t stuff keywords, remember that.

Capture the attention of potential customers with content marketing.

Content marketing is a digital marketing strategy. It involves the creation and sharing of online contents. It includes social media posts, images, videos and blog posts.

Rather than pitching your products or services, content marketing seeks to earn the trust of your audience.

  • The goal is to create content that will promote brand awareness and increase audience engagement.
  • The content needs to be relevant to your target audience.
  • Content marketing can also reduce your total marketing costs.

Establish the audience for your content.

Before you create content, you need to know who the content is created for. Research data for the demographics. Use market research to find the interests.

  • Get feedback from your customers.
  • You can hire a marketing consultant to help you to do this.
  • Marketing content is meant to capture attention not promoting it, remember that.

Create quality content.

Use unique images, catchy videos, funny quotes and quality contents to engage. Don’t pump out a continuous supply of content. Focus on quality over quantity.

  • Use programs like Photoshop or Canva to make graphics that are appealing.
  • Use video editing software to make short ads to use.

Maintain an online blog to engage with your customers.

An online blog is a great place to post photos and videos and contents. Write longer posts. Write about your products or your services. It’s a great place to share industry related news.

  • Use a blog to post regular content.
  • Blogs can be professional or they can be intimate.

Test your content by checking the analytics.

Analytics refers to information from the analysis of data or statistics. Anytime you use your marketing content, track the analytics. Use the content that works as a model for any future content you create.

Use social media to target a specific audience.

Before you begin advertising on social media, you should know your target.

  • Customize what audience will see your advertisements.
  • You can target by categories like age, location, gender, interests, even people’s internet search history.
  • Social media advertising is cost-effective.

Create a Facebook business page to promote your products or services.

A business page on Facebook is free. It helps people to find and connect with your business. You can display information about your business. You can also receive and respond to messages. You can also post content to your page.

Make an Instagram account for your business to advertise.

Instagram is a social media platform. Here you can share photographs and videos. Visual content can be used as advertisements on Instagram. Instagram offers tools to help you target and engage your customers. Facebook owns Instagram. So you can link your Instagram account to your Facebook account.

Make a Twitter Account to advertise new products.

Twitter is a social networking site. Here people communicate with short messages called “tweets.”

Twitter is fast-paced. It is a great place for you to advertise. Create a twitter account for your business. Follow other accounts that are relevant to your business.

  • You can tweet about industry news or a sale.
  • Use hashtags (#) to link your posts to other posts.

Join LinkedIn to build your business network.

LinkedIn is a social platform. It is designed for career and business professionals. It’s a great tool for building a brand. LinkedIn is also a great social platform to search for potential employees.

Manage your accounts with a social media management program.

If you have many accounts on different social media platforms, you can use a tool to manage all your accounts together. Like Hootsuite and SocialOomph. This tools allow you to schedule and track your ads across many platforms.

Use email marketing to reach a larger audience.

Email marketing means using email to promote your business. Every internet user has an active email account. So you can reach a larger part of the internet. Email marketing is also very cheap.

  • Everything is trackable with marketing software. So you can get data easily.
  • The return on investment (ROI) with email marketing is very high.
  • It’s also free to create an email account for your business.

Create email lists of your business contacts and customers.

To do an email marketing campaign, you will need a list of people you can email! Make it a practice to get people’s email address. Create a link or option to subscribe for emails on your website. Be sure you have permission to email someone.

Start a regular newsletter to send to your customers.

A consistent newsletter is a great way to stay in touch with your customers. It makes them aware of any new products or developments with your business.

  • Decide on whether you want to do a daily, weekly, or monthly newsletter and stay consistent.
  • Be sure to include lots of links in your newsletter.

Try pay per click advertising to bring people to your website.

Pay Per Click (PPC) ads appear when specific keywords are used. You also only have to pay when someone clicks on them.

  • If your ad content looks good, PPC can be a great tool to drive people to your page.
  • PPC allows small business to appear in Google searches.
  • You can also track the performance of your ads so you can change them.

So these are the basic ways of doing a digital marketing campaign. Liked it? Share and do comment.

The post Best Ways to Do Digital Marketing | How to Do Digital Marketing appeared first on Muntasir Mahdi.

100 Best Marketing Blogs | Digital Marketing Blogs

These top 100 marketing blogs can provide you with inspiration. It can also give you the cutting edge thinking on marketing. Let’s dig it.

1. Seth’s Blog

2. Branding Strategy Insider

3. Duct Tape Marketing

4. Web Ink Now

5. Hubspot Inbound Internet Marketing Blog

6. A Clear Eye

7. Brand Autopsy

8. The Marketing Spot

9. Awaken Your Superhero

10. Red Slice

11. Marketing Technology Blog

12. Return Customer

13. Brand Builder

14. BrandGymBlog

15. Brand Curve

16. Marketing & Strategy Innovation Blog

17. Make the Logo Bigger

18. Stephen Denny

19. Responsible Marketing

20. Customers Rock

21. Marketing Tea Party

22. Vitamin IMC

23. Brand New

24. Brand Noise

25. Techno Marketer

26. Forrester Interactive Marketing Blog

27. Brand New Day

28. Ad Pulp

29. Church of the Customer

30. AdFreak

31. BrandFreak

32. Marketing Nirvana

33. Influential Marketing

34. MicroMarketing

35. Fresh Peel

36. Shotgun Marketing

37. Conversation Agent

38. Jaffe Juice

39. Marketing Interactions

40. The Viral Garden

41. Brand Story

42. Own Your Brand

43. Brandeo

44. AdRants

45. Brand Mix

46. Citizen Marketer 2.1

47. The Social Media Marketing Blog

48. Aaker on Brands

49. Web Strategy by Jeremiah Owyang

50. Flooring The Consumer

51. Modern Marketing

52. Diva Marketing Blog

53. Hee-Haw Marketing

54. Being Peter Kim

55. Logic + Emotion

56. Steve Rubel

57. Lonely Marketer

58. My 2 Cents

59. BrandingWire

60. Marketing.fm

61. Brand Corral

62. CK’s Blog

63. Marketing With Meaning

64. Inside the Marketers Studio

65. John Quelch’s Blog

66. Make Marketing History

67. Buzzmarketing Daily

68. Hard Knox Life

69. Brand Champions

70. Neuromarketing

71. BrandSimple

72. Marketallica

73. Right Brain/Left Brain Marketing

74. Brains on Fire

75. Mainwaring Blog

76. The Big Fat Marketing Blog

77. Conversation Marketing

78. Marketing Genius

79. Brand Rants

80. Marketing Shift

81. Altitude Branding

82. Marketing Productivity Blog

83. Marketing Geek

84. Adverblog

85. Advertising and Marketing Blog

86. The Marketing Blog

87. Dan Zarrella

88. Beyond Madison Avenue

89. Freaking Marketing

90. Social Media Explorer

91. 9 Inch Marketing

92. Where’s My Jetpack

93. Simon Mainwaring

95. The Harte of Marketing

94. Tagblog

96. Read This

97. The Engaged Consumer

98. Jonathan Salem Baskin’s Dim Bulb

99. Marketing Roadmaps

100. The Branding Blog

More Marketing Blogs:

101. The Toad Stool
102. A New Marketing
103. The Brand Bubble
104. Melodies in Marketing
105. Groundswell Blog
106. Customer U
107. Brand DNA

SEO Blogs:

1. SEOMoz Blog
2. State of Search
3. The Marketing Spark

The post 100 Best Marketing Blogs | Digital Marketing Blogs appeared first on Muntasir Mahdi.

How Does Video Help SEO?

How Does Video Help SEO?

Videos always have played an important role in organic visibility. Video-rich snippets were one of the first elements in Google search results pages.

For years, Google would show video thumbnails inside organic search results. Having your video thumbnail in Google search always meant higher brand visibility and more clicks.

So does video help SEO these days?

How Videos Help Organic Visibility

Now that we talk more about organic visibility than rankings, building a consistent video strategy has become even more important.

With on-the-go and video search on the rise, video content has become even more important, as consumers are able to watch videos without interrupting their current activity.

Videos Are All Over the Search Result Pages

Google has been adding interactive video-rich elements all over search engine results pages. As such, you can find video carousels for every other Google search these days.

Video Carousel Example

On a mobile device, video carousels look like this:

Video Carousel on Mobile Device

Apart from carousels, videos can enhance your organic snippets as Google will grab a video thumbnail to place it right inside your organic listing:
Video in Organic SERPs Example

Brand Familiarity Builds Clicks & Conversions Over Time

Furthermore, you can brand your video thumbnails to build brand recognizability. This may help your click-through and conversions in the long run because brand familiarity causes web users to feel more confident and to trust the website:

Google Loves Long-Form Content, for Videos Too

Google is known to love long-form content. It looks like Google loves long-form video content too, especially for certain queries.

Below is an example of a search engine results page allowing you to navigate a video right from organic SERPs: Clicking any title will take you deep into the video. These timestamps are added by the author in the video description, but it is nice to see that they also can make it right into organic SERPs:

Video Timestamp Example

Here’s a detailed guide on time-stamping your YouTube videos.

How Videos Help On-Page SEO

Apart from providing enhanced organic visibility, videos have been found to boost on-page engagement, which is a powerful rankings factor. Google wants its users to like each page that is returned in search results and to continue interacting with the site instead of leaving right away.

On-page engagement definitely sends good signals to Google.

That’s exactly how a well-placed useful video on your page can indirectly help your rankings and get Google to like and trust your site.

Over the years, videos have consistently been found to improve on-page engagement and conversions:

  • The majority of web users prefer watching a video to reading words (Source: Forbes Insights).
  • Using videos on a landing page can increase conversions by 86% (Source: Eye View Digital).
  • Finally, the average user spends 88% more time on a website with video (Source: Oberlo stats).

Video Engagement Statistics

With that in mind, do implement best SEO practices when it comes to embedding videos to your page:

  • Lazy-load videos to avoid any negative impact on your page load time. Page speed is a confirmed ranking factor, so make sure you are keeping an eye on that too. Here’s how to easily lazy-load videos in WordPress.
  • Use video schema to increase your chances to have a video thumbnail in organic search. Google offers a helpful tutorial here. There are even some enhancements available, including getting a LIVE badge added to your video and allowing users to navigate your video from SERPs.

Ideas for Video Content to Boost Your Organic SEO

Finally, to leave you with some truly actionable advice, here are a few ideas to create meaningful video content for your brand that would help with everything I mentioned above:

  • Organic visibility.
  • Organic click-through.
  • On-page engagement and conversions.

1. Re-Use Your Demos and Webinars

Every SaaS business out there actively use demos and webinars to build and convert leads. Only a few of them make the most of their efforts though.

Demos and webinars make great long-form video content that can boost your branded SERPs and engage your potential customers.

With tools like ClickMeeting, re-using your past webinars and demos is also incredibly easy. The on-demand feature allows you to record, organize, monetize and publicize your webinars.

Clickmeeting Example

Additionally, using ClickMeeting’s WordPress plugin, you can embed the entire on-demand video experience on your website, even gating it and integrating it into your lead capture and nurture funnel.

Alternatively, if gating your video content doesn’t make sense in your situation, then you can simply upload your videos straight from your ClickMeeting dashboard to your YouTube account and then embed them wherever you like.

2. Influencer-Driven Videos

These can be interviews, webinars, video q&a and even testimonials. Any time you feature a niche influencer in your video, you tap into its existing community and trust.

The beauty of collaborating with influencers for creating video content is that you can use their authority and existing community to generate views and conversions.

Use Buzzsumo to find influencers with which to work. You can limit Buzzsumo results to videos only to find those who don’t mind co-creating videos:

 Buzzsumo for Videos Example

3. Customer-Driven Videos

Your loyal existing customers may be the best video creators. Set up an easy contest encouraging your customers to submit their own unboxing videos or screencasts and reward best efforts.

Give your customers lots of spotlight and generously recognize their efforts. Campaigns like this also build loyalty and bring in more buyers.

Plus, it generates video content for your brand, which you can use to build organic visibility. Over at Viral Content Bee, we invited our current users to submit video tutorials of how they use the platform to include in our official Udemy course:

User Walkthrough Video Example

This way our official course includes all kinds of perspectives to which different types of users can better relate.

Takeaways

  • Videos enjoy a great deal of visibility in Google’s organic search results.
  • By creating well-branded and consistent video content, you can boost brand familiarity and click-through.
  • Videos also can improve your on-page engagement (and, hence, indirectly help with organic rankings).
  • A few examples of video content to add to your marketing strategies are webinars and customer- and influencer-driven videos.

Good luck!

The post How Does Video Help SEO? appeared first on Content Marketing Consulting and Social Media Strategy.

The Ultimate Google Algorithm | All About Google Algorithm | Google Algorithm Updates and Changes

Google has issued five major algorithm updates, named (in chronological order) Panda, Penguin, Hummingbird, Pigeon, and Fred. In between these major updates, Google engineers also made some algorithm tweaks that weren’t heavily publicized but still may have had an impact on your website’s rankings in the search results.

Below, I’ve broken down each and every one of the major Google algorithm changes piece by piece.

Worried that you might be doing something wrong in the eyes of Google?

Want to know how to bounce back from a penalty?

You’ve come to the right place.

Google Algorithms and Why They Change

Before you can fully understand the impact of each individual search algorithm update, you need to have a working knowledge of what a search engine algorithm is all about.

The word “algorithm” refers to the logic-based, step-by-step procedure for solving a particular problem.

In the case of a search engine, the problem is “how to find the most relevant webpages for this particular set of keywords (or search terms).”

The algorithm is how Google finds, ranks, and returns the relevant results.

Google is the #1 search engine on the web and it got there because of its focus on delivering the best results for each search.

As Ben Gomes, Google’s Vice-President of Engineering, said, “our goal is to get you the exact answer you’re searching for faster.”

From the beginning, in a bid to improve its ability to return those right answers quickly, Google began updating its search algorithm, which in turn changed – sometimes drastically – the way it delivered relevant results to search users.

As a result of these changes in the algorithm, many sites were penalized with lower rankings while other sites experienced a surge in organic traffic and improved rankings.

Some brief history: Algorithm changes can be major or minor. Most of them, however, are minor.

In 2014, Google made approximately 500 changes to the algorithm. After each of those tweaks, a large number of sites lost their rankings.

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Ten years earlier, in February 2004, Google issued the Brandy update.

A major algorithm change, Brandy’s major focal points were increased attention on link anchor texts and something called “Latent Semantic Indexing” – basically, looking at other pages on the same site to evaluate whether they contain the search terms, in addition to the indexed page.

Eventually, Google’s focus shifted to keyword analysis and intent, rather than solely looking at the keyword itself.

Going back even further, Google made a number of changes in 2000, including the launch of the Google toolbar and a significant tweak known as “Google Dance.”

However, as far as SEO’s impact on business websites is concerned, those updates didn’t have much impact on search results.

If you want to be up-to-date on these algorithm changes, you can review the entire history of Google’s algorithm changes.

Google needs large volumes of data to be able to make better decisions for any rank tracker. The more relevant results people get when they search for a specific keyword, the more accurate the data that Google can extract and return for other searchers.

That’s why these changes have also impacted mobile search results.

Google’s recent changes, coupled with the explosive growth in mobile device use, have been significant for search marketers.

image36

As I already pointed out, Google wants to do good by their users.

They want their search results to make sense, and the job of their algorithm is to reward the sites in the SERPs that deliver what users want.

After all, the company’s focus on user experience is exactly why they won the search engine wars against competitors such as Yahoo!, Lycos, and Bing.

Google also prides themselves on being the “good guy” of the Internet, and their search algorithm confirms this.

The company’s old corporate motto of “Don’t be evil” is a stark warning for sites who try to game their system.

When we look at some key search algorithm changes over the years, it’s clear how Google’s desire to do good shines through.

Perhaps the most obvious example of Google altering their algorithm to assist users was the phenomenon of exact match domains a few years back.

In the not-so-distant past, the top results in the SERPs were brimming with spammy sites like “BestCoffeeShopSeattle.com.” Sites like this often outranked branded domains (think: Starbucks) or other more relevant results.

Sites like these were the bread and butter of affiliate marketers, often subject to keyword stuffing and other shady search tactics.

Deciding enough was enough, Google decided to put their foot down.

EMD 1

Long story short, Google punished spammy exact match sites. The result of their algorithm change looks something like this when we search for “best coffee shop Seattle:”

EMD2 1

No spam, just real results for actual coffee shops. That’s Google’s algorithm at work.

Sure, it’s a bit scary to think that Google could potentially wreak havoc on your rankings at any given moment on a whim, right?

But it is necessary considering their objective of delivering the best user experience possible.

I’ve helped clients and friends in the past with algorithm penalties and have seen firsthand what happens when Google comes down hard on a site.

Trust me, it’s not pretty.

But don’t think of these algorithms as twisting your arm. The best long-term search strategy for anyone looking for traffic (even me!) is to align themselves with Google’s goals.

The better you understand the history of Google’s algorithms, the more likely you are to run a site that ranks well.

In this article, we’ll focus on five major Google search algorithm changes. Each of these updates had and continues to have, a significant impact on search engine marketing, on-page SEO, and your site’s overall content strategy for best search results. Specifically, we’ll discuss:

  • The Panda update
  • The Penguin update
  • The Hummingbird update
  • The Pigeon update
  • The Fred update
  • The Bert Update

How to Determine Which Google Algorithm Penalties You’ve Been Hit With

If you keep a close eye on your Google Analytics, you’ll be able to tell if you’ve been hit with a penalty. For example, a steep drop in traffic could signal that something’s wrong.

Now, keep in mind the difference between a sharp decline in traffic versus a slow decline that rebounds. If you’ve been penalized, your traffic is likely to go down and stay down.

Traffic Decline

Once you’re aware of your potential penalty, it’s time to figure out exactly what’s wrong. Chances are you can match your penalty with a particular update based on the timing of your traffic’s decline.

Google lends a helping hand to penalized site owners through its Webmaster Tools platform.

For example, Webmaster Tools can help you diagnose problems such as a potential duplicate content penalty.

If you’ve already installed the platform, simply log in, select Search Appearance and then HTML Improvements in the drop-down menu. Google then provides a list of any potential issues and allows you to take the necessary actions to fix them.

HTML Improvements 1

As noted, not all algorithm penalties are identical in terms of severity. In fact, Google changes their algorithm hundreds of times per year. In other words, there’s a good chance that a site could be penalized due to factors beyond a major update.

Now, let’s talk about the specific algorithms themselves.

Google Algorithm Update: Panda

What Is the Panda update? Panda uses a search algorithm named after the Google Engineer, Biswanath Panda.

In February 2011, the first search filter that was part of the Panda update was rolled out. It’s basically a content quality filter that was targeted at poor quality and thin sites with little SEO power in order to prevent them from ranking well in Google’s top search engine results pages (SERPs).

image11

Whenever a major Panda update happened, site owners noticed either a drop in organic traffic and rankings or a boost.

image28

It changed content strategy, keyword research, and targeting. It even changed how links are built since high-quality relevant links pointing to a webpage ultimately add to its value when it comes to SEO power.

Google could now determine more accurately which sites are “spammy” and which sites would likely be deemed useful by visitors.

Before Panda, poor content could rank quite highly or even dominate Google’s top results pages. Panda 1.0 was unleashed to fight content farms. Google said the update affected 12% of searches in the U.S.

In other words, high-quality content will likely bounce back in the search results while content pages that escaped the previous update get caught in the Panda net.

There has been a Panda update every 1-2 months since 2011, for a total of 28 updates with the most recent in May of 2015.

Google Algorithm Update: Penguin

On April 24, 2012, Google released the first Penguin update. While the Panda update was primarily targeted at thin and low-quality content, Google Penguin is a set of algorithm updates that puts more focus on incoming links.

image191

Before Penguin’s release, site owners, content marketers and webmasters all employed different tactics for link building.

handful of those ways still work, but a majority of the old-fashioned link building strategies are dead. According to Rival IQ, there are four factors will get your site penalized by Penguin. See the image below:

image69

i). Link schemes – Links are still important, but high-quality sites are the best way to improve search rankings.

Link schemes are those types of activities geared at generating links that will manipulate or induce search engines to rank your web pages. If you fall into the trap of always building links to your site from every other site found in search engines, you may be penalized by Penguin.

Rap Genius, a dedicated website that interprets lyrics and poetry, was penalized because Google found they were using link schemes to manipulate their rankings at the time.

image092

Bottom line: Avoid all forms of link schemes. It’s just not worth the risk.

ii). Keyword stuffing – Matt Cutts already warned against stuffing your page with relevant keywords. No matter how in-depth and easy-to-navigate the site is, Penguin will most likely find and penalize it. In most cases, it’s easy to see why. This is especially true if you’ve ever actually seen a keyword-stuffed page. Here’s an example:

Buying Valentine’s gift for your spouse is a great step to take. This year, Valentine’s gift should be an avenue to express how much love you’ve for him or her. Make sure the Valentine’s gift is well-researched. But don’t stop there. Make it a culture to always show love to your spouse, whether there is Valentine celebration, Christmas etc. When you show love, you get love. For instance, when you show love today, you’ll live to be loved. Are you ready to choose the best Valentine’s gift?

Do you see how many times the keyword “Valentine’s gift” is mentioned in this thin piece of content? That’s keyword stuffing and it’s contrary to the Google Webmaster Guidelines.

Don’t use excessive keywords in your content. Don’t try to manipulate your rankingsIf a particular keyword doesn’t sound good or doesn’t flow smoothly in the content, don’t use it.

Note: Keywords are still relevant in the post-Panda and post-Penguin era. Just keep your focus on the intent of your keywords, and write content that appeals to people’s emotions and solves their problems. Effective SEO has always been that way. Let’s keep it simple.

iii). Over-optimization – According to KISSmetrics, “SEO is awesome, but too much SEO can cause over-optimization.” If you over-optimize your anchor texts, for example, this could get you penalized by Penguin. The best approach is to incorporate social media marketing and gain natural or organic links to your web pages.

In April 2012, Google rolled out another update that penalized large sites that were over-optimizing keywords and anchor texts, engaging in link building schemes and pursuing other forms of link manipulation.

One of the signs that you might be over-optimizing is having keyword-rich anchor texts for internal links, i.e., anchor text that links to a page within your own web pages.

Here’s an example:

Learn more about Hp Pavilion 15 laptops and its features.

(Links to: example.com/hp-pavilion-15-laptops.htm)

Another example:

Do you know the best iPhone case that’s hand-crafted for you?

(Links to: example.com/best-iphone case-hand-crafted)

Note: When your anchor text links directly to a page with an exact destination URL, it can create good SEO. When it becomes too much, however, your site can be penalized for over-optimization.

iv) Unnatural links – The funny thing about unnatural links is that they don’t look good to anyone – not to your readers and not to Google. These links may appear on sites that are totally off-topic. Cardstore lost their ranking through unnatural links that appeared in article directories.

image441

Yes, such links worked in the past and larger sites were the best players of that game. Google Penguin destroyed the playing field for those big sites, which then lost all of the benefits of their hard work. The moral of the story: Your links should be natural.

image13

When you buy or trade links with someone, there is every tendency that the anchor texts or links will be totally irrelevant. Here’s another object lesson: Overstock.com plummeted in rankings for product searches, when Google discovered that the site exchanged discounts for .EDU links.

I don’t recommend link buying. But, if you must do it, make sure that the referring site is relevant and authoritative and that the links are natural. Here’s a better explanation from Search Engine Land:

image561

How Penguin works – The Penguin algorithm is a search filter that depends on Google’s frequent algorithm updates and attempts to penalize link spam and unnatural links.

image312

The Penguin code simply looks for aggressive link building practices aimed at manipulating the search engine rankings.

For example, if you’re building backlinks too fast for a new site, Google can easily detect that you’re aggressive and penalize your site or even delete it from their search index altogether.

Remember, any link that you build now or in the future with the intention of boosting your search engine rankings violates Google’s Webmaster Guidelines.

Google Algorithm Update: Hummingbird

On September 26, 2013, Google released one of the most significant enhancements to the search engine algorithm to date. Hummingbird gives Google a “precise and fast” platform where search users can easily find what they’re looking for when they type a given keyword in the search engine.

image86

Rather than treating two similar search queries like completely different entities, Google better understands “what” their users meant instead of what they strictly typed word-for-word.

In other words, this update is designed to improve its delivery of results for the specified keyword – and not just the exact keyword itself, but what we call the “keyword’s intent.” In a sense, Panda and Penguin were ongoing updates to the existing algorithm, whereas Hummingbird is a new algorithm.

This new algorithm makes use of over 200 ranking factors to determine the relevance and quality score of a particular site. Hummingbird serves as a sort of dividing line distinguishing the old SEO from the new.

image76

Now the focus is on the users, not the keywords. Of course, keyword research will continue to be relevant, especially when you want to explore a new market.

But, when it’s time to produce content that will truly solve problems for people, you should focus on answering questions. In today’s SEO, start with the user, execute with quality content and then measure the impact of your webpage links with a website auditor.

Google Algorithm Update: Pigeon

So far, we’ve talked about Panda, Penguin, and Hummingbird and how these Google algorithm updates affect site owners who want to improve search engine rankings without getting penalized.

However, there are other algorithm updates and changes that have taken place since the 2011 release of the first Panda. Specifically, in July 2014, there was the Pigeon update.

Pigeon emphasized the experience of local searchers, which is crucial to meeting the needs of users looking for products and businesses on-the-go.

For starters, Google meshed the results of their search engine with Google Maps to produce the same results. For example, see what happens when you search “best pizza Los Angeles” in Google…

Best Pizza Google

…and Google Maps

Best Pizza Google Maps

Similar results, right? As they should be.

Much like conversational search, Google took into consideration how synonyms play into local queries. If you search “best pizza in Los Angeles” and “where can I find Pizza in Los Angeles,” for example, the results are nearly identical.

Again, as they should be.

Pigeon also gave some weight to local search sites and directories such as Yelp, which had suffered via search in the past. If you search “Los Angeles dentist,” for example, the two of the top three results are from Yelp:

LA Dentist 1

The update rewarded local businesses who integrate geo-specific keywords into their content. Pigeon also boosted Google’s ability for searchers to quickly find nearby businesses without having to search geo-specific terms themselves.

If you’re in Los Angeles looking for a coffee shop, you don’t need to specify your location to find a cup of coffee. “Coffee shop” is more than enough.

Seems like a subtle touch, doesn’t it?

But Pigeon is a great example of Google evolving their algorithm to better serve its users.

Google Algorithm Update: Fred

As of June 2017, there’s still a lot of question marks surrounding Google’s unconfirmed “Fred” update. According to Barry Schwartz of Search Engine Land, Google refuses to comment on the update. The update is suspected of targeting sites emphasizing revenue over quality content.

Google Algorithm Update: Bert

Bert stands for Bidirectional Encoder Representations from Transformers.

You are probably wondering, what the heck does that mean, right?

Google, in essence, has adjusted its algorithm to better understand natural language processing.

Just think of it this way: you could put a flight number into Google and they typically show you the flight status. Or a calculator may come up when you type in a math equation. Or if you put a stock symbol in, you’ll get a stock chart.

Or even a simpler example is: you can start typing into Google and its autocomplete feature can figure out what you are searching for before you even finishing typing it in.

The post The Ultimate Google Algorithm | All About Google Algorithm | Google Algorithm Updates and Changes appeared first on Muntasir Mahdi.

How to Make Your Website Accessible for the Disabled

How to Make Your Website Accessible for the Disabled

Have you ever realized that a fifth of your target audience may have a disability preventing them from using your site effectively?

According to Census Bureau, 1 in 5 people in the United States is considered disabled to some extent.

Digital marketers tend to invest time in building customer personas to include all kinds of demographics (married, baby boomers, single, etc.), yet most marketing plans make no mention of this one-fifth of the US population with disabilities.

This has resulted in the recent wave of web-accessibility lawsuits and scandals in the United States, where web accessibility is regulated by the Americans with Disabilities Act (ADA).

But creating an accessible website is not just about ADA compliance. It’s about creating an opportunity for a huge part of your potential customer base to purchase from you or to join your community.

Here’s how to make your website accessible:

1. Make Sure All Your Forms and CTAs Are Accessible

Online forms come in all shapes and sizes, ranging from a simple contact form to college applications. Your site forms are your final conversion paths leading your readers down the sales funnel. Functional forms are essential for a conversion-focused user experience.

If a user has a disability and requires the use of assistive devices, the format and lack of appropriate labeling of the form can create a barrier.

  • All field labels should be properly labeled and easy to navigate.
  • Add clear and short instructions.
  • Buttons should be clear. For example, college scholarship forms or applications should be marked with “Submit Application,” rather than only “submit.”
  • Make sure your forms are fully keyboard-operable (try moving across fields using the TAB key).

Here’s a detailed guide on creating accessible forms.

2. Provide Text Explanations for Visual and Video Assets

Infographics have become a popular marketing tool in the last few years, but they have the drawback of making information inaccessible to some users. Those with visual disabilities may be using screen reader software, which relays information through auditory or Braille output, making it unable to “read” images on the page.

Because of this, it violates another of the W3C’s guidelines: making sure the content is perceivable. This can be remedied by including or linking to a text-only version with a detailed description of the image. You can use all kinds of visual aids to try and turn your infographic content into text-based content, including:

Taking care of the basics — image alt text — is another essential step here. Use SE Ranking to analyze your on-page images and get an idea of whether they are accessible and SEO-friendly. Once registered, use their Website Audit section to run an analysis:

SE Ranking image analysis

3. Use Logical Hyperlink Text That Provides Clear Instructions

Hyperlinks are what makes the world wide web an actual “web” — they connect sites together, making it possible to pass from one platform to another.

Hyperlinks are also essential for usability, allowing users easy access to related products and content.

With a click, the user can reach additional information related to your content. This can even be beneficial, sending users to your products or to other parts of your site.

Most screen reader software can jump from link to link, as a way to skim the text. Navigating can become really confusing if all you do is label your links with the standard “click here” or “more” tags.

Be descriptive when creating your links, and be sure to let your users know where your links will send them. This way, assistive technology users will know whether they want to click the link or keep interacting with your content.

Again, use site auditing tools like SE Ranking to double-check that your links are working and provide clear navigation instructions.

4. Overall, Write in a Clear Way

Creating clear and concise content is one of the most important aspects of web accessibility, allowing you to reach out to people with all kinds of disabilities:

  • Vision difficulty (your content should be easy to understand by listening to it aloud with assistive devices).
  • Cognitive difficulty (your content should be easy to focus on).
  • Learning difficulty (your content should be easy to understand).

Catering to all people with all kinds of difficulties means building a positive brand with a strong reputation. It also means letting all these people convert when they feel like interacting with your site.

Text Optimizer is a semantic analysis tool that includes a “content quality and clarity” audit feature. It will run through your content to suggest possible areas of improvement in terms of choice of words, sentence and paragraph length, diversity – yet clarity – of your vocabulary and more.

Text Optimizer readability

TextOptimizer example

Make sure your TextOptimizer score is 85% or higher.

5. Maintain Accessibility Across Platforms and Technologies

Clear and accessible content is only one part of the puzzle. Fundamentally, W3C guidelines emphasize that the concept of robustness of the site, i.e., making sure that your site can keep up with the changing technologies.

Every aspect of your website should have a purpose to increase understanding; otherwise, it needs to be removed. The principle of understanding should reach across all aspects of your content.

While the content accessibility is important, unless it can be accessed on mobile devices or with assistive technologies, it fails to meet the W3C guidelines.

All aspects of the website — from coding and choosing a theme to consistent website performance — should aim at making your site more usable and accessible. Frequent testing on different platforms can also make sure that things are running smoothly.

Fortunately, emerging technologies are there to help website owners to maintain and monitor accessibility standards. accessiBe uses artificial intelligence to automate and monitor your overall website accessibility so it is fully accessible through any site updates or technology changes:

accessibe

6. Test and Test Again

Finally, the most critical step is to keep testing. There are many more aspects to developing accessible web presence than content, but you cannot control everything.

Here’s an in-depth, DYI web accessibility testing guide that will walk you through the whole process of optimizing your site, including:

  • Proper site and page navigation.
  • Proper readouts (including buttons, links, menus and menu items, lists, tabs, etc.).
  • Proper popup handling.
  • Proper title hierarchy.
  • Proper image descriptions.
  • Proper form fields descriptions and validations.

You can also install accessiBe (mentioned above) to automate web accessibility optimization and testing. You don’t need any technical knowledge to install or use the tool.

Accessibility and usability are both essential for optimizing conversions. Making your site clear and understandable also will help search bots crawl it more efficiently and rank it higher, so your time spent on making your site accessible definitely will pay off.

Use the tips above to increase conversions while making your site accessible for a huge part of your target audience.

The post How to Make Your Website Accessible for the Disabled appeared first on Convince and Convert: Social Media Consulting and Content Marketing Consulting.