Momentum Mondays

December 18, 2017

Using Google Alerts for SEO & Competition Tracking

Learn How to Use Google Alerts for SEO & Watching Competition

During this Momentum Monday Marketing Blog we’re going to talk about how you can setup and use Google Alerts to help your small business with SEO and Spying on your competition.

This method is invaluable when trying to pay attention to brand mentions and press released online from other media outlets picked up by Google.

Google is a serious source of buyer traffic for each of our clients and making sure we squeeze the most out of every service Google offers only makes sense.

From the G-Suite platform Mac wrote about earlier this year, to Google Trends giving us an idea of what we could or should creating content around, there is tremendous value in free tools that even novice business owners can use to get an edge on local and national competitors.

There will be further posts on how to use individual tools within the stable of Google products, but for this week’s Momentum Monday, I’ll explain how you can go about using Google Alerts to effortlessly keep tabs on your your own brand, competitors, and overall movement in your niche.

Google Alerts: Mediocre Name, Critical Tool

When I think of Alert, I think of two things.

The most northern, permanently habitable place in the world – and those annoying fire alarms that went off in residence during college. Despite the boring name, Google definitely has built a tool you can use to keep tabs on what’s going on with almost anything on the web.

With news and blog posts coming out literally every day you need to keep know what your competitors are doing, trends in your industry and new opportunities to connect with influencers and curate content.

You can do all this and still keep your sanity with just a few strategic and well thought out alerts.

Google Alerts basically allow you to be notified as often as you wish whenever new content that meets certain criteria or contains certain phrases is indexed or mentioned on the internet.

Setting up Alerts is SOO easy.

Simply login to your Google account and go to google.com/alerts. Any phrase you insert will be monitored and should a mention of these keywords, phrases or brands will trigger an email to your Google account at the interval you’ve specified.

Using Alerts To Make Your Digital Marketing Campaigns Easier

google alerts

Practical Uses For Google Alerts

You’re already getting tons of emails every day, so setting these up so they provide the most value and don’t end up annoying you is key.

Here are my favorite alerts and how to leverage them, specifically for SEO.

Brand Mentions: This is easy – insert your brand, and get an email at the frequency you specify whenever your brand name is indexed. Monitor good and bad press, and take it a step further by monitoring brand mentions of your direct competitors.

Any mention of your brand that isn’t linking out to your site is an opportunity for outreach and to get a link placed.

For example, if we found a blog or news site mentioning Momentum Digital, without directly linking out to us, we’d send a nice email letting them know our site is https://needmomentum.com and it might help their readers learn more about our services.

Links matter significantly as ranking signal even as we end 2017, according to Search Engine Land so any new indexed and relevant links you can acquire definitely make a difference.

Competitor Creep: The best defense is offense, and you can set up Google Alerts to make sure you keep tabs on your direct competitor’s marketing strategy online.

Moving into 2018 earned or acquired placements are just a reality, and it can be daunting keeping up with these opportunities and making sure you capitalize on them all.

Plug your competitor into Google Alerts and get notified anytime they are mentioned in the news, a blog or any other indexed content. What are they doing to get media attention? What are they doing to generate buzz? Giveaways, charitable acts, even bad press – these are all opportunities to learn and replicate what seems to be working for your own brand.

For example, if you see another local business owner has been mentioned in the press as an authority on a certain subject or being recognized for his or her contributions locally, those are all opportunities that can be replicated. Reach out to news or blog sources and let them know you can offer the same insights and are available to comment.

I’ve even setup Google Alerts for my competitors first name in the past to see if they ever get mentioned for other reasons which I could leverage for links.

Content Curation: On a bigger scale, you’ll want to keep tabs on what the general trends are in your industry without manually digging around. Setting up alerts for certain commercial keywords can bring you opportunities for networking and content that you may not have found otherwise.

For Momentum, we love getting out and doing our Small Business Saturday series, so Google Alerts for phrases like opening in Philadelphia, opening in Philly, small businesses in Philadelphia do a good job of keeping us abreast of what’s new in the city and how we can help new businesses that are making a difference. Set them to once a week to avoid being annoyed and yes some results won’t be immediately actionable, but should still be an opportunity to network.

Setting up alerts for broad matched terms like local digital marketing also lets us find similar competitors who may be getting press and blog mentions, and we can always work on reverse engineering these to get ourselves links by creating similar or better content.

You can also use terms in quotes to further narrow down results. Google Alerts previews potential results so you can make changes in real-time so you don’t end up with a bunch of potentially irrelevant emails.

google alerts for seo
Keeping Organized With Google Alerts

Email overwhelm is something every business owner deals with and I’m constantly trying to cut down on my notifications, and compartmentalize inbound messages.

Alerts should be set to as-it-happens under how often, but here’s the key. Setup a filter in your email client to put these Alerts aside in a folder and check them when convenient – here’s how to do it in Gmail.

These can then be handed off to an intern or marketing ninja and be followed up on systematically. Building a network like this can definitely help if you’re running a specific promotion and need a media push, but it starts with being proactive and knowing how to get your links and content out there fast.

November 27, 2017

Benefits of Local Listings For Small Businesses

Let's Review the Top 3 Benefits of Using Local Listings for Small Businesses SEO Marketing.

In this week’s Momentum Marketing Blog we review the Top 3 Benefits of Using Local Listings for Small Businesses. These cover the main features and outcomes of using listings and how they can help local business SEO. Local Listings are also known as citations or directories, which give search engines your business details and credibility online.

When you want to try a new restaurant for dinner in your area, do you ever search on Google for “Best restaurant near me” or check Yelp to see who has the highest ratings in your area? The results that populate are called local listings and they can be found on search engines, social sites, review sites, and online directories.

Everyone wants to be at the top of the google search, but what if you’re an up and coming small business with a limited marketing budget? If done correctly, local listings for small businesses can have many benefits. These benefits include improving local SEO, free promotion for your business, and an easy way to capture new leads. It is very important that you use the correct information when listing your business (Name, Address, Phone Number). I’m going to show you the benefits of listing your business and how to do so correctly.

Something to keep in mind is that these local listings can be created manually or you can use digital tools that will make this process easier. Using tools such as Yext and Moz streamlines the process of getting your business information pushed out to relevant online directories. They save you time and eliminate the long tedious process of creating all the local listings yourself. I take you through the step-by-step process of how to properly create your listings using both Yext and Moz in the video below.

Now let’s talk about why your small business should be taking advantage of online local listings.

1. Local SEO

Creating local listings is an important part of the off-page SEO process. If you properly manage your local listings it can have a positive impact on your ranking in Google, and help your business appear more often when being searched by consumers in the area. Every time you create a free entry on a credible directory, it is showing Google that you are running a legitimate business with a trustworthy website. As long as you are showing consistency by using the same name, address, and phone number for each entry, Google will begin to trust your website. These local listings also provide high quality backlinks from each online directory your company is listed on.

This also improves the  position of a website in the search engine results page (SERPs). Therefore when a customer is searching locally for your product or service, your company’s website will populate at the top of the search engine results. Ultimately this will increase your company’s sales through local SEO’s ROI.

2. Free Exposure

Thats right. The majority of online resources offer free entry for your business listing. The only reason you would have to pay is if you want an enhanced profile or to use digital tools such as Yext. Although it is free to manually enter these local listings, it can be a nightmare to manage. You would have to update the listings one by one, each time you update your business information. This can be very time consuming, not to mention a complete nightmare to stay on top of. Although Yext may be another business expense it saves you time and headaches. Using Yext or Moz Local also decreases the risk of making errors, which is very important for SEO. If there are any inconsistencies with the information in your listings, it will have a negative effect on your SEO. Most small businesses are on a small budget and this allows them to market their brand and build awareness without breaking the bank.

3. Grow Your Business

Advertising your business through local listing can also help you capture new leads. When you set up your profile for a listing you will be asked to provide information such as what industry you are in and what product or service you are providing. This will target a more specific audience that is much more likely to convert into paying customers. Small businesses will reap the benefits from customers in the surrounding area searching for their product or service. Not only are local listings important for growing your company but they can also help you grow your social media following. You can link your Instagram, Facebook, Twitter, etc. to your profile. Your business will now grow organically while building a stronger brand awareness.

So why wouldn’t your business utilize such an awesome tool like local listings? There are many benefits that will help grow your business for little to no cost. It’s really a no brainer. If you want to make your life easier, check out Yext and Moz Local. They even offer you the opportunity for a free scan of your businesses website! It allows you to see which sites your business is listed on, if the information is accurate, if there are any inconsistencies, and even customer reviews. From this point you can decide if you want to manually create local listings or if you want to utilize these tools. Remember it is very important that if you choose to do it yourself, the information you enter must be consistent across the board. Otherwise Google will penalize you for this and move you further down in the rankings.

moz local listing seo scanner

Why use Local Listings?

Instead of spending thousands of dollars on paid marketing campaigns, make sure you have the basics down first. Local listings are a great way to get you company’s name out there, and should be taken advantage of by all small businesses.

When it comes to growing your business it is not always about making sales. It is about building a brand and creating a company that people trust and stand behind. Brand awareness is very important when scaling a business. Think about it, would you rather buy a laptop from a brand that you know and trust or from a brand you’ve never heard of. “Start With Why” by Simon Sinek explains this perfectly. “People don’t buy what you do, they buy why you do it.” You must have that strong reason why you do what you do and believe in it. This will cause your business to thrive. Even though local listings are just a part of the equation, they are still very important and should not be overlooked.

My name is Dave Lacamera and I’m an SEO Specialist here at Momentum Digital. If you have any questions about Local Listings for Small Businesses or how local SEO can help your business, feel free to contact us at any time!

By Mac
November 20, 2017

Why I Left A Fortune 50 Company To Join A Startup

Learn Why I Left A Fortune 50 Company to Join A Startup & Become An Entrepreneur in this Marketing Blog

This Momentum Marketing Blog goes into detail about a previous employee, Trevor Norton, leaving his job at a prestigious company to join a startup, Momentum Digital, back in 2017. The purpose of this article is to show the power of controlling your life and destiny by chasing your dreams to build a legacy, while also learning skills to make yourself more valuable.

Not long ago I found myself in a conference room, accompanied by a handful of individuals, as well as the Vice President of finance and other high ranking executives from a Fortune 50 company.  Now, you’re probably thinking, what an incredible opportunity right?  Well, not quite.  

  • Trevor Norton

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November 13, 2017

Guide to Producing Google 360 Virtual Tours

Comprehensive Guide to Shooting, Editing, Stitching, and Uploading for Producing Google 360 Virtual Tours

There is no question that the process of marketing your business revolves around high-quality content and imagery. This shouldn’t come as a surprise to anybody reading this, however, there’s a new player in the game in the form of 360 Virtual Tours. In this video I will take you step-by-step through the process of shooting the photos, editing them, stitching, and uploading the final product to Google Maps. Here is our comprehensive guide to Producing Google 360 Virtual Tours.

Now, if you follow our blog, you may remember that I did a brief (and somewhat uninteresting) summary about 2 months ago on the same topic. The purpose of this edition is to go a little bit further in-depth to give you more detail and guidance. I know the video is longer than you might care to watch, however, I try to cover every aspect of the process so that you can get a full understanding of Producing Google 360 Virtual Tours.

producing google 360 virtual tour

360 Tour Equipment

You’ll first need to start with a sturdy tripod. In the video I make mention of possibly using a mic stand when shooting in tight spaces, however my camera is pretty heavy and the mic stand probably isn’t the best option, as it requires absolute precision and steady hands. We use the Vanguard Alta Pro 263 AB, which at $180 is a steal for the type of quality tripod it is. Really any tripod will do, as long as its level and not too flimsy.

The tripod head that we use is an Acratech Spherical Panoramic head specifically designed for shooting 360 photos. I say this because it comes equipped with a lens ring support which holds the camera in a portrait mode (vertical) instead of the standard landscape (horizontal). There are all types of different heads that can be used. One of the biggest providers of such is a company called Nodal Ninja, which specializes in 360 panoramic photography equipment.

The lens we use is the Sigma 8mm EX DG Fisheye, with an EF mount that is compatible with most Canon and Nikon cameras. Once again, this lens is affordable but also very sharp. Some people choose to go with the Canon 8-15 mm fisheye lens, however I’ve found that they both produce high quality imagery, with the Canon lens coming in at double the price of the Sigma (gotta pay for that brand name).

I’m shooting with the Canon 5D Mark IV… an absolute beast of a camera!

360 Tour Equipment

Camera Settings for Virtual Tours

In order to have a wide depth of field, I like to keep my aperture at f/8 or f/7.1 at the least. This will ensure that everything is in focus when shooting large areas. These tours are not the time to get creative, we just want sharp, clear images. This is essential for producing Google 360 Virtual Tours.

Obviously, the ideal setting for ISO is 100, to limit noise in dark areas, however, you can increase this to 400 if shooting in a dimly lit area. I wouldn’t go much past 400, especially if you shooting on an older camera (newer cameras do a better job of maintaining clear images even in high ISO settings).

From there, you’ll just want to adjust your shutter speed as you see fit. Shooting indoors with a high aperture most of the time means your image will be very dark, so that means you have to slow down the shutter to allow more light to enter the sensor. I normally find that a ½ second shutter works best at f/8 and 400 ISO. Just remember, shutter speed is the variable that you should adjust last after setting the first two. Since the camera is on a tripod, you don’t have to worry about camera shake.

Most cameras have an option to select bracketed images or High Dynamic Range (HDR) capabilities, so I would strongly suggest using this function. If they do not, and you would still like to manually take bracketed photos, you will need to adjust your exposure by 2 stops in between each pictures. So that means taking photos at -2 Ev, 0, and +2 Ev. That’s a pain in the butt though so I hope it doesn’t come to that.

One more important tip to set your camera to a 2-second delay. This will ensure that you don’t accidentally move it when pressing the shutter button.

360 tour camera settings

Before You Start

Producing Google 360 Virtual Tours is a process in itself, but it’s not overly complicated. Since these photos are going to be uploaded to Google Maps, it is a good idea to get a general sense of the space online before you go. I simply pull up Google Maps and either print a copy of the surroundings to take with me, or take a mental note of how the building is laid out. This may include where entrances lie, nearby roads, and also any other companies that are in the same building. 

You’ll need to make sure you shoot in straight lines. This means no walking through walls, furniture, or cutting corners. Unfortunately, sometimes this leads to panoramas that are very close to each other, especially in residential real estate. Always go through the space and mentally map out your shots before you start shooting!

Shooting

Once you have everything in order, this is the easy part! Simply pick your first location, set your camera according to my guidelines above, and start shooting.

You’ll want to be very careful not to bump or move your tripod while shooting, as this will shift the nodal point and cause MAJOR problems later in post production. If some sort of disruption does occur, it’s a good idea to start that set of photos all over again. Move from spot to spot and try your very best to move in straight lines.


Editing the Fisheyes

So once you’ve finished shooting each location (for this tutorial I shot from 6 locations in the main lobby) you’ll want to make sure the numbers add up. What I mean by this is that if you find any discrepancies in how many photos you shot versus what the numbers should add up to, you’ll realize you may have missed one. For example, I know each time I take a photo on HDR mode, my camera is going to give me four images (three RAW files and one JPG). Since we take photos in four directions, that means you should have 16 photos per location. I shot six locations, so that means I should have a grand total of 96 images. Now if I look and see that I only have 92, it tells me I accidentally missed one set of images. Hopefully this never happens to you, but it’s always a good idea to check before you get too far and realize you screwed up.

So once you have the numbers right, you’ll want to import the JPGs into Adobe Lightroom or some other sort of photo editing software. From here, you can make simple adjustments to exposure, white balance, highlights, shadows, etc. Now is not the time to get creative with tone curves and things of that nature. Just make sure the photos are well lit and there aren’t any areas (such as looking outside on a sunny day) that are way over exposed.

You can edit one photo, highlight it, go to the last one and Shift click on it to select all the photos. Simply hit Sync and the color correction will be applied to each picture. You may need to go back through and make sure this makes sense though, especially if shooting in multiple rooms with different lighting.

Once the coloring is adjusted to your liking, highlight all and go to File> Export. From here it is a good idea to create a separate folder titled “Ready for PTGui” or something like that, so that your photos are easy to find for the next step. You’ll also want to make sure you choose “Custom Name – Sequence” in the export window.

editing 360 photos

Stitching

The software program we use is called PTGui. It is specifically designed to auto-stitch fisheye photos and create panoramas, without much stress on the user. Once you open the program it should give you the option to “Load Images.” Click that button and select the first four fisheyes from the folder you just exported them to. Once they load, select the Crop Tab and adjust the dashed circle so that it is positioned right along the border of the photo. It is a good idea to look at the values on the right hand side, so that you can input these into the next set of photos and keep the size uniform throughout.  

Once you have cropped the images, simply click Align Images. If you were very careful while taking the initial photos, the software should seamlessly stitch the fisheyes into a panorama. If at any point, there was a shift in perspective and the stitching is not perfect, you’ll need to add Control Points… manually adding Control Points is extremely tedious and frustrating, so I’m not going to get into that right now.

To see if you have a successful stitch, you can go to Project> Optimize. This will bring up the Optimize Results window which gives you several values to determine whether or not you need to go back in and adjust any Control Points. For the average control point distance, a value between 0 – 1.8 is very good. You want to keep the maximum control point distance below 10. The Results should say “very good” if you performed the shoot correctly.

Once you achieve a “very good” result, select Create Panorama on the Project Assistant page. From here you can click on “set optimum size” and set the quality to 100%. You’ll want to create a new folder titled “Ready for GoThru” and select that as your output location. After you choose the output settings, go ahead and click Create Panorama and watch the magic happen.

Repeat these steps for each set of four fisheyes.

 

Connecting and Uploading

For this next step, you’ll need to create a Google account if you don’t already have one.

The software we use for laying out and uploading the Virtual Tours is called GoThru.co. Once on the site you’ll be prompted to sign into your Google account. On the Dashboard there are plenty of tutorials and added features that should give you a good idea of how to use the program. Under the Constellations tab you can begin to create your tour.

Click on Create New Tour at the top of the page. This will take to a page where you can enter a location or use a CID number. If the business does not have a Google My Business page, they will not show up here and therefore you cannot upload a tour. In this day and age, most businesses do have a GMB page. Pick a location, and click Create New Tour at the bottom of the page.

Once the page has loaded, select Upload Panoramas then click and drag the files from the folder “Ready for GoThru”. After you’ve finished the upload, you’re ready to start laying them out.

Next go to Moderate. This is where mapping out the location before you shoot comes into play. If you took the time to look at the business on Google Maps before hand, and you were conscious of that while shooting, you should have an idea of how the panoramas should be laid out. Select the first panorama and drag it into the Main window. Take the second pano and drag it into the Overlay window. Make sure geographically it makes sense how they are positioned in the top left window, which mimics Google Maps.

You can adjust the arrows by clicking on the small + sign by the pano in the Maps window, and dragging it to the point where it points in the correct direction. Simply click the arrow on the Main Viewer window to connect the two panos. Repeat this process for each location until each pano is connected accordingly. (Note: its is much easier to watch the video to understand this part)

You can click the little eyeball in the top right corner to preview your tour. If you’re happy, save your work and exit the Moderate window. Once you have finished Moderating, you’re ready to upload. Simply click the red Google button on the top right of the Tools page. This will take you to the Publish page where you can just click Upload to Google and you’re all done!!

It will take anywhere from 24-48 hours for your tour to show up on Google Maps, but after that, it’s there forever! It’s imperative to follow those directions above when Producing Google 360 Virtual Tours.

Thanks for learning more about Producing Google 360 Virtual Tours. There are certainly more intricacies to the process than this general overview, however, I have laid down the groundwork from start to finish on how these immersive Virtual Tours are created. Here at Momentum, we know these tours are the future of marketing and advertising and we are proud to be at the forefront of this technology.

Make sure to subscribe to our blog to get the latest information on everything to do with SEO, Google Adwords, Facebook Ads, and much more.

By Austin
November 6, 2017

SEO Trends Update for 2018

Learn our SEO Trends Update for 2018 and Beyond!

With the close of 2017 quickly approaching it looks like everyone is getting their crystal ball out and making their position known regarding which way Google, and specifically organic SEO, is heading in the coming months. Learn with us as we talk through our SEO Trends Update for 2018 and beyond in this Momentum Marketing Blog.

What Google determines quality ranking factors are vague at best, and constantly changing, as they have every year. In terms of overall strategy, most of the SEO community focuses on available data, changes in the actual search results, and collaborating data with other SEO professionals to find commonalities.

In the spirit of collaborating and sharing, I’ve invited a few of my colleagues to share something actionable and concise you should focus on in the coming months if you want to stay ahead of the curve when it comes to not only getting new traffic but retaining and converting better on existing traffic in a 2018 search ecosystem.

“Content Pruning, Mobile, Speed & Security should be prioritized in 2018”

– Brock Murray, CEO seoplus

SEO Trends

SEO Trends Update & Priorities

Mobile-First Index for SEO 

Mobile-first indexing finally began to roll out in mid-2017. With a full roll-out on the docket for 2018, you need to ensure the mobile version of your site is not an afterthought but a priority. Ideally, your site should be responsive so you have the same content on both your mobile and desktop sites. To start, analyze the Google Analytics Mobile Overview Report to compare your traffic trends on desktop, mobile, and tablet. Analyzing your site’s mobile metrics such as bounce rate and session duration will give you a good sense of whether your site is addressing user needs when they’re on the go. Aim to improve these metrics, and you’ll see it reflected in better organic rankings as the switch to mobile-first indexing rolls out.

Website Speed & Security for SEO

Think about what users want from a site: they want it to be fast, and they want it to be safe. For this reason, speed and security should be main priorities. Speed ties in heavily with mobile usability and is an influencing factor in conversion rate optimization (CRO). If your page takes longer than three seconds to load, you’re alienating your audience already. Look for services like CloudFlare for firewall protection, DDoS management, as well as speed and caching features. As a bonus, CloudFlare also offers a free shared SSL certificate, which means your site can load over an HTTPS connection. This is another ranking factor that will grow in importance in 2018, so you’re wise to get ahead of the trend.

Google Posts for Local SEO

This feature is linked to your Google My Business (GMB) listing. Posts will show up on the Google search results page and can be used to promote an offer, event, or just drive attention to a particular service offering. Posting is completely free and your post expires after 7 days. What I love about this feature is it allows you to control a good portion of the page’s real estate on searches that display your GMB listing. Between organic page results, map listings, featured snippets, and now Google posts, that’s a lot of potential visibility without even dipping your toes into paid ads.

Video Integration and Video SEO 

Your content should go way beyond boilerplate blog posts. If you’re not into infographics, podcasts, slideshows, and other forms of interactive content, you need to start. This goes double for video integration and video SEO. If you haven’t yet, launch a YouTube channel and optimize your YouTube videos by choosing a relevant file name, adding a description, filling out categories, adding annotations, and so on. As the second-most trafficked website on the internet, YouTube essentially has more important search engine than Bing or Yahoo, and you’ll also rank in video searches on Google. Next, embed your video on as many relevant websites as possible, in particular any service pages or blog posts.

Content Improvement for SEO

We’re also so obsessed about building content, but have you taken the time to audit and improve content from the early years on your site? Thin, poorly written, or just plain bad content can drive away users and negatively affect your SEO. Audit your entire site to review old blog posts and thin pages. Try to improve pages that have little to no traffic or backlinks and conduct an outreach campaign to drive views and links. If you can’t improve the page or it’s not worth keeping, simply 404 the page. This can reduce the amount of useless or outdated content on your site and help your new and existing pages rank better.

new seo trends

Take action on these five on-page and off-page measures, and watch your SEO start trending in the right direction in 2018 and beyond. 

“More content, more relevancy – and more conversions.”

– David Morneau, CEO VisionMG.ca

There are so many sites vying for the same top ten search results, that it’s easy for me to see how Google needs to be picky with who they decide to let rank and how they determine what’s an authoritative source.

For local businesses making sure you have all third-party directories, listings, and data sources consistent is a given for establishing local relevancy, but an easy way to stand out is to bolster your on-site content to specifically outperform your competitors. The trick is to make sure this works for Google but also doesn’t hurt your on-site performance and goal conversions.

So ideally we want more actual content for Google to consume on the page, but we don’t want that dragging down the user experience or making it difficult for prospects to engage with your brand or goal content.

My solution to this has been to not only build robust inner service pages, but hide even more content within tabs as seen at the bottom of this site our firm recently built out for a local Montreal lawyer. SEMRush, one of the top search intelligence tools out there has noted that there is generally a positive correlation between longer content and good rankings.

Adding content is one of the fastest things to implement on straggling pages and can have a great outcome.

Combined with a strategic outreach plan, we’re pulling in 20-25 criminal lawyer leads a month that can be attributed to this property.

“Featured snippets, visual and voice search trends keep coming in 2018”

Tommy Thanasi from OracleNova

As we close out 2017 and head into the new year, here are a few things that should be on your watch list for how the search will shape your organic and paid traffic strategies.

Featured Snippets with Interactive Answers

Throughout 2017, I’ve seen the rise of the interactive accordion. In addition to the search results and depending on the search query, users are now faced with a never-ending loop of answers and recommendations. Google’s goal: to give searchers what they want, and feed their machine learning.

Takeaway: Part of your content strategy should focus on resourceful Q&A style articles. Be as resourceful to the user as possibly as humanly possible, and you’ll get rewarded.

Visual Search Peeking Through

Humans are visual beings. Pinterest capitalizes on this perfectly, and as such, has seized an $11 billion value according the Wall Street Journal.

While we may not see a jarring leap in 2018, we will see results and related products/services be less contextual, and more visual.

If Bing’s already doing it, you know Google isn’t going to let them take too far of a lead.

Takeaway: Unless you’re creating your own visual search engine, use tons of images, videos, and when it makes sense, hire someone to create tools that guide users through a journey, not just a form.

An Increase in Mobile Voice (Spy) Search

Anything you say, can and will be sold…to track you. With the help of Siri, Cortana, and legislation, the overlap between laziness, convenience and law has been a perfect opportunity for advertisers to slip in unnoticed. More and more things are being tracked (ex. live times at Wal-Mart)……so why wouldn’t advertisers use this to their advantage? Smartphone use has increased 26% in under 7 years and is only going one direction. While I’ve been preaching this, and taking fire from all directions for over 4 years, it’s now starting to become of a topic of serious discussion.

Try it out.

Turn on your ‘virtual assistants’ and talk near your phone or computer about something random…like designing a family crest. Then check the ads you’re being served that day.

Takeaway: For mobile advertisers, this is great. For privacy buffs, not so much. Long story short, it’s time to put your tinfoil hat back on if you’re not on the money-making side of this.

 

Thanks for learning about our SEO Trends Update forecast in this week’s marketing blog!

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“My name is Mac and I used to work for Google. Now I help small businesses grow online and rank higher on Google”