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Why Stress Might Be More Useful than You Think: December’s Selection for the Copyblogger Book Club

It’s book club time again! Over in Copyblogger’s Killers and Poets Facebook Group, we like to get together and discuss…

The post Why Stress Might Be More Useful than You Think: December’s Selection for the Copyblogger Book Club appeared first on Copyblogger.


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Search Buzz Video Recap: Search Engine Land Dropped In Google, Zero Search Results, Thanksgiving Update & More

This week in search I covered how this morning Google’s removed Search Engine Land from their index this morning by accident. Google started showing zero search results again and it looks like it will stick. Google may have done a big algorithm update on Thanksgiving day…


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SearchCap: Survey for agencies, Cortana app update, Bing Ads headlines, more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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SearchCap: Digital agency survey & more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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A 10-Minute ‘Hack’ that Makes You a More Confident and Effective Writer

Are you producing the volume and quality of work that you want to? Do you feel confident about your work…

The post A 10-Minute ‘Hack’ that Makes You a More Confident and Effective Writer appeared first on Copyblogger.


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How to Leverage Testimonials From Social Media to Make More Sales

Getting new customers to buy from you is a challenge you’ll likely have to deal with for as long as you own your business. However, a good testimonial goes a long way in swaying a person’s opinion about a product. People feel more confident buying from a brand if they see that other consumers purchased similar items and were satisfied with them.

Research by Nielsen showed that 92 percent of consumers will trust a recommendation given by a peer and that 70 percent of shoppers trust a recommendation or review even if it’s from a stranger. Amazon and eBay understand this phenomenon well. The two online retailers have built their entire platform around customer testimonials and reviews.

Why are Testimonials Effective

The smart marketer understands that the most effective sales messages come from happy customers. Here’s why:

Provides Social Proof

Every shopper is a skeptic. They wonder whether your product really works or if other companies have already worked with you. Testimonials let satisfied customers answer the shopper’s questions. They have less doubt when they know that other people enjoyed doing business with you. This is “social proof” and it’s very powerful. It’s why advertisers use messages like “9 out of 10 doctors trust this brand.”

Connects With Customers Emotionally

Testimonials also help connect you with your target market on an emotional level. This is crucial as studies have shown that most shoppers make buying decisions based on their feelings. If a review or testimonial made a prospective client laugh or teary-eyed, you can bet they will remember that brand and be more open to buying it.

Tells a Good Story 

Testimonials are essentially stories, with the customer as the main character; the search for what they want or need is the conflict and your product or service as the resolution. A well-written review or testimonial is like a story with a happy ending; people really love happy endings. 

5 Ways to Leverage Testimonials From Social Media

1. Highlight Positive Testimonials on Your Website

Put your testimonials to good use by highlighting them on your website’s service or product pages. They can help create leads and drive conversions. Prospective buyers will be more amenable to making a purchase if they see testimonials from satisfied clients while browsing through your products.

You can actually integrate reviews and testimonials on any page, like the home page, About and Contact pages. But make sure that the testimonial you’ll feature is relevant. For instance, a testimonial applauding your team is better suited in the About page than the landing page.

2. Incorporate Testimonials into Your Blog

Every visitor to your blog is a prospective customer. Incorporating testimonials within the content can capture the reader’s interest. However, they should be placed where they won’t detract from what the visitor is reading, like in the sidebar. In their own way, testimonials also add content to your site. They also make your brand appear more trustworthy and valuable to first-time site visitors.

3. Utilize a Variety of Formats

There’s no law stating that testimonials should only be written. Audio or video testimonials are considered to be more effective since they feel more personal and real.

Don’t be afraid of asking a loyal and satisfied customer to record a review or shoot a small video. You can even join them and make it appear like an interview. But regardless of whether it’s a sound clip or video, make sure you coordinate with the client so they know what to expect and prepare accordingly. The testimonial should also be short and concise.

4. Add them to Printed Material

Print marketing still carries a lot of punch today, and one study explains that this is because printed material feels “more real to the brain.” Handling something solid, like flyers or brochures, involve deeper emotional processing, which is vital for brand associations. Including client testimonials to your print marketing materials will add more weight to them.

5. Have a Testimonial Page

Even if you have included testimonials on your website, blog, and social media posts, it’s still a good idea to have a separate testimonials page where you can place the most positive reviews. Prospective clients will see these are further evidence that they are making the right choice in choosing you.

Testimonials are a powerful marketing tool that you should not be afraid to use. Ask your customers to vouch for you. Satisfied clients are only too happy to provide a good word for a brand that they like. Integrate these testimonials in your different marketing strategies so more people will see why they should choose your brand.

[Featured image via Pixabay]

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How to Get More Keyword Metrics for Your Target Keywords

Posted by Bill.Sebald

If you’re old in SEO years, you remember the day [not provided] was introduced. It was a dark, dark day. SEOs lost a vast amount of trusty information. Click data. Conversion data. This was incredibly valuable, allowing SEOs to prioritize their targets.

Google said the info was removed for security purposes, while suspicious SEOs thought this was a push towards spending more on AdWords (now Google Ads). I get it — since AdWords would give you the keyword data SEOs cherished, the “controversy” was warranted, in my opinion. The truth is out there.

But we’ve moved on, and learned to live with the situation. Then a few years later, Google Webmaster Tools (now Search Console) started providing some of the keyword data in the Search Analytics report. Through the years, the report got better and better.

But there’s still a finite set of keywords in the interface. You can’t get more than 999 in your report.

Search Analytics Report

Guess what? Google has more data for you!

The Google Search Console API is your friend. This summer it became even friendlier, providing 16 months worth of data. What you may not know is this API can give you more than 999 keywords. By way of example, the API provides more than 45,000 for our Greenlane site. And we’re not even a very large site. That’s right — the API can give you keywords, clicks, average position, impressions, and CTR %.

Salivating yet?

How to easily leverage the API

If you’re not very technical and the thought of an API frightens you, I promise there’s nothing to fear. I’m going to show you a way to leverage the data using Google Sheets.

Here is what you will need:

  1. Google Sheets (free)
  2. Supermetrics Add-On (free trial, but a paid tool)

If you haven’t heard of Google Sheets, it’s one of several tools Google provides for free. This directly competes with Microsoft Excel. It’s a cloud-based spreadsheet that works exceptionally well.

If you aren’t familiar with Supermetrics, it’s an add-on for Google Sheets that allows data to be pulled in from other sources. In this case, one of the sources will be Google Search Console. Now, while Supermetrics has a free trial, paid is the way to go. It’s worth it!

Installation of Supermetrics:

  1. Open Google Sheets and click the Add-On option
  2. Click Get Add-Ons
  3. A window will open where you can search for Supermetrics. It will look like this:

How To Install Supermetrics

From there, just follow the steps. It will immediately ask to connect to your Google account. I’m sure you’ve seen this kind of dialog box before:

Supermetrics wants to access your Google Account

You’ll be greeted with a message for launching the newly installed add-on. Just follow the prompts to launch. Next you’ll see a new window to the right of your Google Sheet.

Launch message

At this point, you should see the following note:

Great, you’re logged into Google Search Console! Now let’s run your first query. Pick an account from the list below.

Next, all you have to do is work down the list in Supermetrics. Data Source, Select Sites, and Select Dates are pretty self-explanatory. When you reach the “Select metrics” toggle, choose Impressions, Clicks, CTR (%), and Average Position.

Metrics

When you reach “Split by,” choose Search Query as the Split to rows option. And pick a large number for number of rows to fetch. If you also want the page URLs (perhaps you’d like your data divided by the page level), you just need to add Full URL as well.

Split By

You can play with the other Filter and Options if you’d like, but you’re ready to click Apply Changes and receive the data. It should compile like this:

Final result

Got the data. Now what?

Sometimes optimization is about taking something that’s working, and making it work better. This data can show you which keywords and topics are important to your audience. It’s also a clue towards what Google thinks you’re important for (thus, rewarding you with clicks).

SEMrush and Ahrefs can provide ranking keyword data with their estimated clicks, but impressions is an interesting metric here. High impression and low clicks? Maybe your title and description tags aren’t compelling enough. It’s also fun to VLOOKUP their data against this, to see just how accurate they are (or are not). Or you can use a tool like PowerBI to append other customer or paid search metrics to paint a bigger picture of your visitors’ mindset.

Conclusion

Sometimes the littlest hacks are the most fun. Google commonly holds some data back through their free products (the Greenlane Indexation Tester is a good example with the old interface). We know Search Planner and Google Analytics have more than they share. But in those cases, where directional information can sometimes be enough, digging out even more of your impactful keyword data is pure gold.

Sign up for The Moz Top 10, a semimonthly mailer updating you on the top ten hottest pieces of SEO news, tips, and rad links uncovered by the Moz team. Think of it as your exclusive digest of stuff you don’t have time to hunt down but want to read!


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SearchCap: Google My Business Insights, search industry honors Barry Schwartz, more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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SearchCap: The open marketing cloud, Bing improves web crawler efficiency, more

Below is what happened in search today, as reported on Search Engine Land and from other places across the web.



Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

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Twitter Ad Chief: We’ve Never Been More Clear About What is Our Superpower

Twitter ad chief Matt Derella is at Advertising Week in New York City spreading the message that Twitter video advertising is the best platform to reach valuable audiences when they are most receptive. He says Twitter has never been more clear about what is our superpower.

Matt Derella, Global Vice President, Revenue and Content Partnerships for Twitter, discussed why Twitter is valuable for advertisers on CNBC at Advertising Week in New York:

Twitter Video Ads Now Generate Over 50% of Revenue

If you look back to our previous quarter our ads business is incredibly strong right now growing over 27 percent year-on-year and its broad-based all around the world. I think that’s because we’re continuing to innovate and bring new products to bear. Video, in particular, is now over 50 percent of our revenue and marketers are getting great results from using it.

I was just on stage here at AdWeek sitting down with the head of digital at Nestle and he’s talking about the fact that two of his biggest brands,  DiGiorno and Lean Cuisine, Twitter was the number one platform among social platforms for return investment. As long as the results are there we’re going to continue to grow our business with our customers and continue to earn their trust.

We Want to be Really Transparent About Political Ads

Well, being completely transparent, I think Jack Dorsey (Twitter CEO) modeled this when he went to DC and actually talked to the regulators and the congressmen. We want to be really transparent about what we’re doing. There are some serious issues facing all services that are global in nature like ours we’ve taken some very tangible action just in the last few months.

You’ve heard about our Ad Transparency Center. This is a searchable database where anybody can go and see all the political advertising on Twitter and who is funding it. We’ve also introduced labels around all the political advertising so they’re clearly demarcated so you know and have trust in where that message is coming from.

Lastly, just on spam, we’re doing more than we ever have. Two times the amount of spam is being taken off the platform compared to just a year ago. This is what we’re talking to marketers about and content partners about to continue to get better.

Brands Can Target Very Specific Conversations

A big part of philosophically how we designed the platform is so that control goes in the hands of the advertiser. We have targeting that allows you to target just specific conversations. If you’re a brand who wants to connect with the NBA and all the conversation having around that that’s something that our tools allow to do.

I’m in charge of content partnerships and our content business has been flourishing. We’re helping partners grow their business. One of the great things about how we designed it is that marketers can actually choose the specific content that they want to align with and ensure that brand safety and brand alignment that’s so important for them.

We’ve Never Been More Clear About What is Our Superpower

The primary driver of everything we do is to help serve that public conversation that’s so unique to Twitter. Great content, whether it’s the World Cup highlights, that we had every single goal here in the US from the World Cup with Fox, is a great place for us to get video and bring that public conversation around it and it’s great for consumers. It also happens to be terrific for marketers who want to align with that passion here at Advertising Week.

I think for Twitter we’ve never been more clear about what is our superpower, we have the most valuable audiences when they’re most receptive. If you’re going to launch something new Twitter is the place to start because we have those valuable audiences when they are the most receptive. That’s the message we’ve been going with and we have the data to back it up. I think we have a very defensible position going forward with marketers.

We have to focus on the long-term and really what’s been incredibly encouraging is hearing from some of the most important influential CMO’s around the world supporting us as we make the decision to focus on the health of the service in the long term. Some of the decisions that we’re making, the hard decisions that might impact short-term metrics, but ultimately it’ll be the right thing for the platform.

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