When one door closes, another one opens

Famous words from a famous film! RIP DMOZ. You inspired SearchForecast to be founded. For the record, SearchForecast has always known the meta description tag need not be exact on characters as Google often shortens the sentence. Here is the proof from the Google Webmaster Tools Blog dated 2nd June 2017. Screenshot attached or long form at https://webmasters.googleblog.com/2017/06/better-snippets-for-your-users.html

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15 per cent Daily new searches on Google

Crazy to think that “15 percent of searches we [Google] see every day are new” as cited in https://blog.google/products/search/our-latest-quality-improvements-search

That’s 1 in 7 searches. If you apply the Pareto principle (also known as the 80/20 rule) where roughly 80% of the effects come from 20% of the causes, then there is serious work to do understanding the intent of these new words and effect on client leads, conversions, etc.

Action Point: Get to work analyzing new keywords!

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What does Easter Bunny and Google Home have in common?

We’re working harder and are fatigued. We are tired of searching using our keypad and with Amazon Echo and Google Home appliances accelerating the voice search market that is estimated to reach out 50% of all search traffic by 2020, no wonder I can draw comparisons between this poor old Easter Bunny asleep at 11am in Stanford Mall in Palo Alto as I walked along with my recently purchased Google Home device.

Like many of you, I have found the physical component of searching using my fingers and keypad increasingly laborious and arduous. The brain wants a faster way to search and retrieve results. My first few months of Google Home use has taken time to adjust to the voice phrases I use to get the results I want. It takes a longer time for all of us to verbalize what we are thinking than if we are typing. That said, Google Home voice understanding/ recognition is pretty much spot on. It understands everything I say !

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I don’t need Google

From all of us at SearchForecast who spend days and weeks deconstructing search engine algorithm updates by Google (from Penguin to Possum this week), thank you to the person who sent us this. I would only say that finding one that says ‘My husband knows everything’ is certainly worthy as many of our clients and co-workers are quite sure about this as well as the gentleman referring to their wives!

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Case Study: Panasonic Cloud “Keyword to Close” Webinar

In 2013, SearchForecast was commissioned by Panasonic Inc to provide content development and search engine optimization for the launch of Panasonic Cloud, the Voice-Over-IP phone service.

Targeting Small & Medium Sized businesses across the USA, Ray Mercedes, Panasonic Cloud’s Director Product Management oversaw the launch.

In this case study webinar, listen to Marc Phillips from SearchForeast and Ray Mercedes speak about the importance of managing the keyword to content development inorder to maximize conversion of business leads.

Watch the Webinar on Youtube

Visual Images: Snapchat catching Instagram

I attended the Internet Retailer Conference in Chicago on June 9-11 and it was very interesting to see that the focus has shifted to “images” and “photos”. This visual content is now clearly driving content engagement and there were excellent case studies how The North Face and Z Gallerie are integrating user generated photos and video to help convert e-commerce sales.

Firstly, the below screenshot of a presentation shows that almost half (46.8%) of all Snapchat users are 18 to 24 years of age. SO, the big news is that Snapchat has more almost 30% of users aged 25 to 34 years of age. Not so young are they. I know this as Snapchat is highly addictive for parents because it’s fun and fast to take a selfie or video and use those way cool geo codes to show where you are.

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Secondly, Snapchat users are more likely across lots of genres of content to post videos as opposed to just take photos. As we know from YouTube, video is a killer application.

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Overall, Internet Retailer in Chicago in 2016 was about images, photos and video on social networks and how all retailers are supplementing product images with user generated content photos and videos.

The Last Emotion Technique to Reduce Exit Page Traffic

While all digital marketers focus on driving traffic to their websites and apps, content marketers pine over sticky content and engagement metrics, the retention of visitors from exit pages is relatively overlooked. Customer success managers use tools to evaluate when subscribers will churn and give them some TLC yet the simple metric of reducing exit page traffic is the first step for all digital properties to stop the exodus of unsatisfied users.

A good 404 error page design and or unsubscribe page is important as it’s often the last emotion your exiting users feel. A great example is Ozy.com down in Mountain View when I did think well of them as I unsubscribed from their daily email this morning. My after thoughts were positive of them as they did provide a lasting emotional outreach during the exit process. While all website and app visitors wont be sticky, ensuring a positive parting emotion online is a key branding requirement.

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Webinar: Optimizing A Silicon Valley Unicorn Company Website

On 19th of April, Marc Phillips, Director of SearchForecast overviewed the working methodology of how ZScaler.com was optimized in a webinar. ZScaler is a unicorn technology company based in Silicon Valley having raised over $150M at a $1+ billion valuation. In 2012/2013, SearchForecast were engaged by ZScaler for 18 months to provide search engine optimization and content updates.

The original recording was corrupted on GoToWebinar.com platform. The below webinar recorded was recorded today.

Watch the Webinar on Youtube