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Evolving Interactive News

Siri Says What? Voice Search and SEO

Voice search is changing the way that people search on the internet, and thus changing the game for SEO. Before technologies like Siri and voice command, people would search by entering specific keywords or keyword phrases into a search engine. Now, because of voice search, there is a shift from queries focused on precise keywords to a more relaxed and conversational language.

For example, if you are searching for a hair salon via voice command you might say “Where can I find a good hair salon?” But if you were doing a typed search on Google you would probably search something like “Hair Salon Chicago.”

This shift from a keyword search to a more conversational search means that the way that search engines interpret queries will be changing in the near future.

What does this shift mean from an SEO standpoint? SEOs will now have to find ways to have their information delivered when a conversational voice search is used, while still optimizing for regular keyword searches as well. This shift isn’t a negative as so much a different way of searching. Voice queries are very user friendly and normally produce search results more quickly.

Another change that will result from more voice searches will be that users do not need webpages to get the information that they need. Sometimes when we ask Siri or our voice command a question, they respond right back to us without opening a webpage. SEOs will have to find ways to still send traffic to their website when a voice command query is given.

Marketers as well will now have to track their results not just from clicks on a website but how many times a certain keyword or result comes up from a voice command question.

Another change in SEO that will occur as a result in voice commands is the length of query searches.  When someone is speaking out loud what they wish to search they aren’t thinking about precise keywords. Rather they are using their thought process and saying what comes to mind. This is typically results in a lengthy query. Therefore, search engines are going to have to change their algorithms to accommodate for these extra words that usually appear in a more conversational query search.

Source: Search Engine Journal

Content Marketing Tips to Keep Your Traffic Moving

Content is king right now. While there is still something to be said for link building (only the strong survive), expanding the content to your website, and making sure that content is worthwhile, is the way to go. In truth, your SEO efforts should have a blend of various strategies. Everything in moderation. But no doubt that adding great content that your users will care about on regular basis will only benefit your website’s value.

The DO’s in creating excellent content

Start building up your website –

  • Go through all of the content on your website and make sure that it lines up with the goals and purpose of why you created your website
  • Create a blog! This is very important in order to receive more backlinks, more indexed pages and in the end more traffic. Make sure to update your blog frequently.
  • Create a team or assign someone to keep the blog up-to-date. Have this team look over not only your blog but all of the content on your website
  • Use different content models such as comics, newsletters, infographics, webinar, open discussions, podcasts throughout your website
  • Include social media buttons at the end of your articles to make it easier for your readers to repost your content. Use only your 3 main social media platforms as buttons; having any more can be overwhelming to the reader.
  • Check your meta description tags and make sure they are compelling for people that are clicking through the SERPs

The DONT’s in creating content

  • Do not post repeated, meaningless, duplicate and boring content. Readers will not be interested and your articles will not be shared.
  • Make sure that your content relates to the overall purpose of your website

Create content that stands out                

  • Have a clear purpose in mind when writing content – Ask yourself: who is your audience, what are they looking for by reading your content, how can you assist your audience, and what your business is looking to get out of the content that you are writing
  • Create a strategy for the content that you display. Define the general theme or direction that you want your content to go in.
  • Decide how you wish to create, distribute, and maintain your content over time.
  • Create a performance metric to measure the success of your content marketing

Main nuggets of wisdom –

  • The main goals in content marketing is to build trust with your audience and create a lasting following with them
  • Think of your audience
  • Educate and help your readers with your content

 

SEO You Should Know – Videos for Great Content

Content expansion is the best thing you can do for your website right now, from an SEO perspective. Get creative and think of all of the ways you can add valuable content to your site that will appeal to your users. Have you thought about adding videos to your site? You should! Videos that peak your users interest are valuable, and can be more engaging than infographics and text.

When videos are engaging and educational for the user, people are more likely to share them.  The primary focus when creating a video for your site is to make sure that it is quick to load for the user, mobile friendly, and containing simple content.

It is not necessary for your video to go viral in order for it to get attention, or even provide a few links back to your site. You want informative videos that provide useful information for the people searching for your topic. Your content can target a specific demographic, and should engage your audience with the information. The method of relaying the information is up to you. Get creative in order to build an audience for your specific video. By discussing the subject in a unique or entertaining way, you can ensure more traffic for your topic, which can translate into traffic to your website.

When deciding which platform to share your video, most use social video platforms such as YouTube or Vimeo. These sites are perfect for getting your video in front of a large audience, and can easily be embedded on your site.  Videos related to specific search queries will often show up in the search results, and can lead to direct traffic.

The best option then when sharing a video would be either having an embedded link on your site through self-hosting or by hosting through a paid third party provider. Some examples of a video third party provider are Videyard, Vzaar, Vimeopro, Viddler, Wistia, Brightcove, Oculu, and Bitsontherun.

Ideally, your video becomes a topic of conversation, a shared piece of information, or a resource for topics on similar websites. Your video should be instructive, enjoyable, and to the point.

Effective SEO: Creating A Successful Video PinBoard on Pinterest

Gears have shifted within the last year, and the name of the SEO game is content. What are all of the ways we can generate useful or interesting content for potential customers, followers, friends, etc. Today in our Effective SEO update, we talk about Pinterest. Specifically, we talk about the value of adding video to your Pinterest board and how creating a diverse and engaging board can lead to more interactions with the people following you.

Many people that use Pinterest don’t even know that they can pin videos to their boards and believe it or not videos can be one of the most effective way to get other Pinterest users to see and share your content. Most of the people that browse on Pinterest do so while doing other things. Social media users are generally considered passive users for that reason, and it takes a lot to keep their attention. Videos are an excellent way to do this. By creating video pinboards, you’re more likely to hold a user’s attention for more than just a minute or two. Once a user likes your content and spends more than a few minutes with it, they’ll be more likely to click through to your site or share your content with other like-minded individuals.

Pinning Videos to Existing Boards

If you’re already using Pinterest and have created boards that you add to on a regular basis, consider adding a video the next time you want to add content to a board. Videos can attract people that already have an interest in your content or a specific board to come back and look at your content again. In some cases, you may find that people who have already commented on your boards or shared them will do so again if you add video content.

Picking Video Content to Pin to Existing Boards

While the video content you add doesn’t have to be yours, it should of course be related to the board that you’re pinning it on however, the video content you add to an existing pinboard really doesn’t have to have a ton of value. That means that if you have a pinboard about “How to take care of Dachshund’s”, for example, there’s absolutely nothing wrong with adding a short YouTube video of dachshund puppies playing in the park or running after a ball. That video doesn’t really contribute anything to the quality of your content, but it doesn’t take away from your real quality information, either. In fact, pinning a video could get more people to check out the quality content on the rest of the board. After all, who doesn’t want to watch cute puppies playing in the park or chasing after a ball on a summer day? People that do watch your video may share your other content and check out your other boards as well.

Creating Pinboards Exclusively for Videos

Adding video to your existing pin boards isn’t the only option when it comes to putting video content on Pinterest. While that may be helpful for some Pinterest users, others may find that making a new pin board or two exclusively for certain types of videos will be best for them. For example, a pin board dedicated exclusively to funny viral videos may be a big hit, and on that particular board, there’s really no room for anything except video content. Pinboards created exclusively for video can hold a Pinterest user’s attention for a much longer period of time than a simple photo pin board – no matter how elaborate that photo pin board is. Users that are looking at videos are also much more engaged because they require them to look and listen.

When a user is watching one of your videos, they’re actively engaging with your content. When a user is just looking at a photo, they could be doing a hundred other things at the same time. In fact, many passive users of Pinterest probably watch television, listen to music or talk with friends or family members at the same time. Even if you create memorable content, a user that isn’t fully engaged is likely to forget about it as soon as they open up a new tab in the browser or turn their computer off.

Make Sure Your Video Content is Enticing

The video content you pin to your boards should have something about it, at least to your target audience, which makes it nearly irresistible. Cute puppies for pet lovers, beautifully decorated cakes for foodies – the content doesn’t matter as long as you know there are people out there that simply can’t resist clicking it. By creating content that’s immediately enticing to people you’ll get a lot more likes and repins.

Today’s guest post in Effective SEO comes to us from frequent contributor Marcela De Vivo. Marcela De Vivo is a freelance writer in the L.A. area. She’s written hundreds of articles ranging on topics from optimizing SEO to designing safe spaces for children.

Interested in writing for the Evolving Interactive Guest Blog? Check out the details and contact us at the Guest Blog page.

Facebook Graph Search – Our First Impressions

Yesterday Facebook Graph Search launched and our phones were ringing as clients understandably want to know more about it. While we completely understand our client’s interest in Graph Search, we are in the process of gathering as much information as possible. It would be premature to provide a robust list of recommendations for how to get more exposure from Graph Search. For the time being, I would point you to recommendations directly from Facebook about how to help people discover your business. With that caveat out of the way, we have been monitoring the news closely and have some important points we want to address.

What is Facebook Graph Search?

Facebook Graph Search allows you to search for people, places and things by leveraging your existing friend data and publicly shared information of non-friends. Keep in mind that this is an incredible amount of data which allows you to search in new ways. For instance, you couldn’t search in Google for restaurants in East Lansing, MI liked by your friends who went to Michigan State University. Graph Search also has many non-commercial benefits. You can now search for photos, videos, and music that friends have liked. It is in beta right now, but expect it to be available to everyone soon.

What does this mean for your business?

We believe that Graph Search is helpful for certain kinds of businesses. Most of the examples of how to use Graph Search involve businesses like restaurants, retail and some services. You can easily imagine how this will benefit restaurant owners and encourage them to solicit likes. However, it’s unclear how Graph Search benefits other kinds of businesses. People tend to think of search in purely positive ways – find a restaurant, a boutique, a place to dance, etc. In reality people have a lot of interactions with businesses that they might now want to announce to the world. Facebook users are far less likely to “like” their bankruptcy attorney or rehabilitation clinic even if the experience was positive. We work with a lot of B2B clients. I don’t know how many opportunities will be available on Graph Search for businesses that aren’t particularly interested in targeting individual consumers.

What does this mean for Google and other online marketing portals?

We do not believe this presents a meaningful challenge to Google’s dominance in the search space. We still believe that in six months, Google’s share of the search market will not change very much. We believe that Graph Search is fundamentally different than Google search and agree with Danny Sullivan at Search Engine Land who said,

“It remains very early, but I already find it fascinating the types of searches this is allowing me to do, searches I hadn’t contemplated before. It reminds me of how in the past, we wouldn’t have thought of doing things like YouTube searches or Twitter searches, since we didn’t have those resources. Now, we search at these places for unique needs. Facebook is a great repository of data, and it finally has a search catching up to all it knows.”

We especially like the YouTube and Twitter comparisons. Google’s stated mission is to, “organize the world’s information and make it universally accessible and useful.” Graph Search, like Youtube and Twitter, has a far less grandiose mission. Graph Search isn’t interested in organizing all the “world’s information.” They simply want to help you search for nice things your friends are interested in and use Facebook’s data to make their website more useful.

We believe that Graph Search has a bigger impact on other websites. Yelp’s stock dropped 8.5% after the announcement of Graph Search before rebounding later in the day to close down 5.9%. Getting reviews from your friends or friends of friends is more appealing than reviews from total strangers. Others have noted that Graph Search also presents a strong challenge to LinkedIn. It’s easy to see how people would use Graph Search the same way they use LinkedIn today to interact with professionals. We would still be surprised if these popular websites are dramatically impacted by Graph Search. We still recommend pursuing positive Yelp reviews and keeping and updated LinkedIn Business Profile.

What Recommendations Can Evolving Interactive Make at This Time?

We work with our clients to develop fan acquisition strategies. Graph Search only makes a comprehensive fan acquisition strategy more important. The same way SEO evaluates websites by the quality and quantity of links, Graph Search will be impacted by the quantity of “likes.” For more information on how to develop a strategy for your business, contact us anytime.

 

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