The modern marketing landscape is not what it used to be. Creative thinkers and innovative “ideas people” are still at the heart of the department, but it has become a measurable, monitorable and data-driven discipline. To the most creative marketers this may sound like a negative thing; but in reality, it just means all of their ideas and innovations can be tracked, tweaked, improved and proven, making a real return on investment (ROI) demonstrable internally to the broader business (and especially up the food chain of decision makers).
To better understand the impact and opportunities of this marketing evolution, let’s explore two key developments that I think will impact marketing’s future.
For decades marketers have had to find ways to prove the need for their campaigns. The new methods they use, and the huge uplift in the volume of data available, makes this much easier than ever before. With so much data there are always new ways to grow, adapt, and change, to deliver the best possible results and answer executive concerns.
Marketing is no longer just about how creative you are. As customer experience becomes a key brand differentiator, marketers have to harness the data available to them to succeed. Part of the modern marketer’s role is knowing their customer—inside and out, personalizing their experience, and ensuring they come back for more.
Careers in marketing have never been more exciting, now they require a blend of creative skill backed by analytics expertise, data-driven research, and the ability to produce provable results. To make this shift, it’s critical that marketers understand and utilize the latest technologies, designed to aid marketer in every stage of their process, from targeting customers and analyzing their data, to automating content and engagements to suit the customer’s needs.
Data cannot be ignored. It has always played a role in marketing campaigns and decisions, but as we are now able to access more data more of the time it is a waste to not utilize it to deliver better customer experiences. Streamlining marketing strategies and processes in a way that embraces both data and technology falls under the coverall term ‘marketing operations‘.
Marketing operations is where all aspects of any marketing campaign come together and are organized effectively for success. Technology is a key driver of marketing operations. Why? MarTech has become so sophisticated that it is essential for marketers to incorporate the right applications and software into their marketing stack. The change in modern marketing is driven by technology, so while creativity is essential to such aspects as campaign planning or content creation, it should be controlled and informed by the insights found through their MarTech solutions, ideally with a foundation of an Engagement Platform that serves as the system of record.
87% of modern marketers already accept that technology is improving performance at their companies, and the scientific edge to their roles has meant a shift in expectation and the nature of their work. However, this shift is for the better as the right MarTech solutions and processes ensure that all work (creative or not) is measured and tested, allowing for more precise and targeted campaigns. In turn, this means the modern marketer can be even more creative as they deliver more ROI and tangible business value. It’s a win-win.
Spending on big data technology is set to exceed $57 billion this year, which shows just how committed companies are to getting the most out of every aspect of data. Marketers need to take note—data is driving their careers: Used well, data can accelerate career paths; badly interpreted data can stunt career progression. Both real-time and historical data can be used to inform and develop effective campaigns.
Data makes tracking every marketing campaign easier and more convenient. Harnessing real-time data allows for adjustments in-campaign at any time, or even in the planning stage of the next campaign by leveraging the learnings and trends identified from previous campaigns. And as mentioned, proving the success of a marketing campaign to those at the top of a company is so much easier when you have hard evidence backing up your claims.
Alongside big data and data-driven marketing is the concept of The Internet of Things (IoT), which further proves the essential and integral nature of technology in the marketing world. The more IoT technology is integrated, wearables become more common, and beacon technology is used, the more data marketers have to feed on, making it increasingly important to not only have an Engagement Platform to orchestrate all these touchpoints, but one that has a robust ecosystem of complementary technology integrations (so your technology is ‘speaking the same language’).
The typical marketer of ten years ago, or even five years ago, may not have been able to predict how different their jobs would look in 2017. However, marketing has always been an evolving discipline, with the move from print to online, text to video, and now with the incorporation of data and in-depth analysis as key to their roles.
There is nothing ‘fluffy’ and ambiguous about the modern marketer’s role. Yes, creativity is used to push forward and capture the audience attention, but it should be measured, tested and released once it is sure to succeed according to the data and research available.
Embracing marketing technology is absolutely essential for the modern marketer. Building an effective marketing stack for each individual business takes time and energy. But, once in place, it can push the business in the right direction and increase marketing success. That’s not to even mention the benefits it can offer in terms of time and capital saving.
Marketing operations cannot function effectively without MarTech, and the modern marketer cannot perform their role properly without embracing both. A blend of creative talent and a technologist’s knowledge must be combined to effectively market for growth.
Marketing is not going to go backward. There won’t be a return to the idea that the marketing department is ‘winging it’ and just trying out any creative idea. Modern marketing will become more entrenched and driven by data and technology, and it is essential the professionals involved embrace and utilize the resources available to them. The data and technology are there, it comes down to marketers ability to make the most of them. This way, marketers will not just safe-guard their jobs, but maintain their seat at the table.
Google’s G Suite business is gaining enormous traction among enterprise users. G Suite usage has more than doubled in the past year among large business customers. Today, there are more than 3 million paying companies that use G Suite.
G Suite’s Gmail is already not used as input for ads personalization, and Google has decided to follow suit later this year in our free consumer Gmail service. Consumer Gmail content will not be used or scanned for any ads personalization after this change. This decision brings Gmail ads in line with how we personalize ads for other Google products. Ads shown are based on users’ settings. Users can change those settings at any time, including disabling ads personalization. G Suite will continue to be ad free.
The value of Gmail is tremendous, both for G Suite users and for users of our free consumer Gmail service. Gmail is the world’s preeminent email provider with more than 1.2 billion users. No other email service protects its users from spam, hacking, and phishing as successfully as Gmail. By indicating possible email responses, Gmail features like Smart Reply make emailing easier, faster and more efficient. Gmail add-ons will enable features like payments and invoicing directly within Gmail, further revolutionizing what can be accomplished in email.
G Suite customers and free consumer Gmail users can remain confident that Google will keep privacy and security paramount as we continue to innovate. As ever, users can control the information they share with Google at myaccount.google.com.
Luis Duran, from Santo Domingo, Dominican Republic, is passionate about helping people with disabilities better navigate and explore his city. Kim Flowers, in Melbourne, Australia, believes everyone should think locally and prides herself on helping businesses in her community. Chioma James from Lagos, Nigeria, is working to ensure that victims of sexual crimes can easily find necessary resources like hospitals, police stations and counseling centers. All three of these individuals are Local Guides—people from around the world who help their communities by adding reviews, photos and updated location information to Google Maps.
Since 2014, our Local Guides community has grown to more than 30 million contributors. Once you sign up to be a Local Guide, every contribution you make to Google Maps earns you points towards unlocking something new—like early access to new Google Maps features, exclusive contests, events and perks. Over the next few days we’re rolling out updates to the Local Guides program, including a new point system, new levels that unlock different kinds of perks, and new ways to earn points.
Certain kinds of contributions that have a higher impact for Google Maps users—like being the first to add a place to the map or leaving a review—earn you more points. In addition, Local Guides now earn points for rating places and checking facts from other community members. All points earned are shown immediately after each contribution, and are visible in the “contribute” tab.
Just like before, Local Guides Level 2 and above can enjoy early access to new product features, and get occasional perks from Google and local perks from partners. Starting today, in select countries, Local Guides Level 4-10 can redeem a free three-month Google Play Music subscription and 75 percent off rentals in the Google Play Movie store.
We’ve added five new levels to Local Guides, bringing the total number from 5 to 10. For levels 4-10, we’ve designed unique badges, giving guides at higher levels a new way to be recognized for their contributions, and helping users quickly identify the Local Guides who contribute the most. These badges will appear next to each Local Guides’ profile picture in Google Maps.
Around the world, Local Guides help people get around easier, navigate and explore with confidence, and support local businesses. We look forward to continuing to work with Local Guides to make the world and local communities more accessible to everyone.
Below is what happened in search today, as reported on Search Engine Land and from other places across the web.
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Facebook Live, YouTube Live, Periscope.
All the major social platforms are integrating live streaming in some form.
Several up-and-comers, like Meerkat and MeVee, are also creating buzz.
And this all means one thing: Live video is hot. Scorching hot.
It seems everyone is now using live video in some fashion to connect and interact with their audience in real time.
I’ve noticed a good chunk of the YouTube channels I’ve been subscribed to for years are now taking it live.
It’s definitely catching on.
But does using live video make sense for you?
Is it a viable means of making more money?
In this post, I’m going to take a close look at the state of live video, how people are using it and what kind of results they’re getting.
I’m also going to look at the benefits as well as the drawbacks that might not be very obvious.
By the end, you should have a pretty good idea whether or not you should add live video to your sales and marketing repertoire.
First, let’s see what the live video market looks like at the moment.
Of course, video in general is booming.
According to eMarketers.com, “digital-video ad spending will rise from $9.9 billion in 2016 to $20.08 billion in 2020.”
More than doubling over the course of five short years is pretty dramatic.
But live video is what’s really blowing up.
Socialbakers found that “half of all big media pages publish live video.”
And the number of videos is growing.
I can only imagine what the numbers will be like once 2020 rolls around.
Another interesting thing I’d like to point out is the engagement level that comes along with live video.
In fact, live video blows pre-recorded video out of the water.
Forrester reports that “live video gets three times the amount of engagement as non-live video.”
And it’s easy to see why.
There’s a certain buzz that comes along with watching a video in real time.
There’s a connection that isn’t there otherwise.
Not to mention that viewers can directly interact with the person recording the video via live chat.
It’s pretty cool and shows just how far video has come in a relatively short period of time.
Remember when simply watching videos on YouTube was cutting-edge and really big deal?
Live video has built upon the original concept and made it far more interactive.
It’s safe to say that content marketing isn’t going anywhere anytime soon.
And that’s fine by me.
Content marketing and inbound marketing in general have been a breath of fresh air in a world where conventional advertising mediums have become stale and quite obnoxious.
But the way I look at it, live video is poised to shake up content marketing.
Massive social networks, like Facebook and YouTube, could become a new form of TV big-name companies funnel more and more money into.
The traditional text-based blogging format could change as well.
Rather than always writing regular blog posts, people might start sprinkling in live videos here and there.
As you can see, there are some far-reaching implications.
Now, let’s get down to the nitty-gritty.
How can live video benefit you?
If you’re putting in the time and energy, it’d better be worth your time.
The way I see it, there are some huge advantages.
For starters, it allows your audience to get to know you on an incredibly deep level that’s simply not possible with any other medium.
Just think about it.
A live video combined with a real-time comment/Q&A session is arguably the most effective way to inject your true personality into your content.
Darren Rowse of ProBlogger uses live video fairly frequently to answer questions and connect with his viewers.
It adds a whole other dimension to his overall content.
And, in my opinion, it makes him more personable and relatable.
You feel like you know the guy.
Next, there’s the increased engagement.
If you’ve been blogging, active on social media, copywriting, etc. for any length of time, you know just how important engagement is.
And by all accounts, live video is a natural catalyst for boosting engagement.
As I mentioned earlier, live video gets triple the engagement of pre-recorded video.
More specifically, “streaming videos on Facebook are viewed at much higher durations (3x) than non-live content.”
And here’s the kicker.
Facebook’s per-video engagement rate is a whopping 6.3%!
That may not seem like a lot at first glance.
But keep in mind the normal engagement rate for many industries on Facebook is less than 0.15%.
That’s a massive difference!
The brilliant thing about live video is that it naturally begs for engagement.
It’s basically like sitting down and having a face-to-face conversation with your audience.
They can ask questions, leave comments and really get to know you.
Increased engagement naturally comes with the territory.
Live video is just about everywhere these days.
Scroll through your Facebook feed, it’s there.
In fact, “Facebook videos have increased 360% across everyone’s news feeds.”
Check out what your favorite YouTubers have been up to, and odds are someone is recording a live video.
Getting in on the action is virtually guaranteed to help you extend your overall reach.
It allows you to reach a larger percentage of your demographic that may have been inaccessible before.
When you put it all together, it translates into more leads coming your way on a regular basis.
Not only that, the quality of your leads should increase as well.
They know you, trust you, and have rapport with you.
Therefore, a sizable portion of your leads is already primed to buy.
And it’s not unrealistic to expect repeat sales and long-term brand loyalty.
The Funky Fairy, a children’s clothing store in England, ran three sales over four days on Facebook Live.
Their goal was to liquidate their overstock inventory and quickly crank up sales.
The owner, Vicki Stewart, displayed the items for sale, while chatting about them.
Viewers, using comments, were also able to request specific items they wanted.
And it totally worked!
Views increased from roughly 7,000 during the first two sales to 10,000 for the last one.
This enabled The Funky Fairy to quickly move stock that otherwise would have probably just sat there.
There’s one last thing I would like to point out.
Increasing sales isn’t the only way to make more money through live video.
There are several ways you can monetize your videos to make money directly.
I came across an article from DaCast that highlights some specific ways you can make money broadcasting live video.
I suggest approaching these monetization strategies with caution (you don’t want to create a rift between you and your audience), but I felt they were worth mentioning.
Under the right circumstances, they could definitely help you drive higher profits.
At this point, I think we can all agree the market outlook for live video is extremely promising.
It’s also clear that using live video can be highly beneficial to your brand and help you increase revenue.
But it doesn’t mean it’s right for every single brand.
Not to burst your bubble, but live video may not be viable if you have a small audience.
For instance, YouTube mandates that a channel must have a minimum of 1,000 subscribers in order to live-stream.
This number was reduced significantly: earlier in 2017, you had to have at least 10,000 subscribers.
And quite frankly, it could be embarrassing if you go live and no one shows up.
Another issue is it can hurt your brand equity if you don’t nail it.
You’re basically gambling on your image by live-streaming.
Putting yourself out there could potentially backfire, and people may not necessarily like what they see.
Or maybe it’s just not for you.
It’s pretty common for people to freak out once the camera is on them.
All of a sudden, your mind goes blank and the whole thing is just awkward.
Remember, there’s no editing with live video.
Viewers see everything in real time.
I’m not trying to kill your vibe, but it’s important to look at all the angles before you decide to start using live video.
Live video is a powerful new format, changing the content marketing game.
Most experts are predicting it will continue to grow and more companies will funnel big money into it.
The potential is huge.
If you follow the right formula and create engaging live video content, you can strengthen existing relationships, increase the size of your following, boost engagement, generate more leads and increase sales.
On top of this, there are several other ways to directly monetize your live videos.
But it’s important to note this medium isn’t viable for everyone.
I suggest giving it careful consideration before diving in head first.
If it’s something you’re seriously interested in and makes sense for your brand, give it a shot.
For examples and ideas, check out this post from IMPACT.
How often do you watch live videos?
Posted by Dr-Pete
First, the good news — as of today, all Moz Pro customer have access to the new version of Site Crawl, our entirely rebuilt deep site crawler and technical SEO auditing platform. The bad news? There isn’t any. It’s bigger, better, faster, and you won’t pay an extra dime for it.
A moment of humility, though — if you’ve used our existing site crawl, you know it hasn’t always lived up to your expectations. Truth is, it hasn’t lived up to ours, either. Over a year ago, we set out to rebuild the back end crawler, but we realized quickly that what we wanted was an entirely re-imagined crawler, front and back, with the best features we could offer. Today, we launch the first version of that new crawler.
The back end is entirely new. Our completely rebuilt “Aardwolf” engine crawls twice as fast, while digging much deeper. For larger accounts, it can support up to ten parallel crawlers, for actual speeds of up to 20X the old crawler. Aardwolf also fully supports SNI sites (including Cloudflare), correcting a major shortcoming of our old crawler.
One major limitation of our old crawler is that you could only see pages with known issues. Click on “All Crawled Pages” in the new crawler, and you’ll be brought to a list of every URL we crawled on your site during the last crawl cycle:
You can sort this list by status code, total issues, Page Authority (PA), or crawl depth. You can also filter by URL, status codes, or whether or not the page has known issues. For example, let’s say I just wanted to see all of the pages crawled for Moz.com in the “/blog” directory…
I just click the [+], select “URL,” enter “/blog,” and I’m on my way.
Do you prefer to slice and dice the data on your own? You can export your entire crawl to CSV, with additional data including per-page fetch times and redirect targets.
Sometimes, you just can’t wait a week for a new crawl. Maybe you relaunched your site or made major changes, and you have to know quickly if those changes are working. No problem, just click “Recrawl my site” from the top of any page in the Site Crawl section, and you’ll be on your way…
Starting at our Medium tier, you’ll get 10 recrawls per month, in addition to your automatic weekly crawls. When the stakes are high or you’re under tight deadlines for client reviews, we understand that waiting just isn’t an option. Recrawl allows you to verify that your fixes were successful and refresh your crawl report.
As many customers have reminded us over the years, technical SEO is not a one-sized-fits-all task, and what’s critical for one site is barely a nuisance for another. For example, let’s say I don’t care about a handful of overly dynamic URLs (for many sites, it’s a minor issue). With the new Site Crawl, I can just select those issues and then “Ignore” them (see the green arrow for location):
If you make a mistake, no worries — you can manage and restore ignored issues. We’ll also keep tracking any new issues that pop up over time. Just because you don’t care about something today doesn’t mean you won’t need to know about it a month from now.
Under “Content Issues,” we’ve launched an entirely new duplicate content detection engine and a better, cleaner UI for navigating that content. Duplicate content is now automatically clustered, and we do our best to consistently detect the “parent” page. Here’s a sample from Moz.com:
You can view duplicates by the total number of affected pages, PA, and crawl depth, and you can filter by URL. Click on the arrow (far-right column) for all of the pages in the cluster (shown in the screenshot). Click anywhere in the current table row to get a full profile, including the source page we found that link on.
Prioritizing technical SEO problems requires deep knowledge of a site. In the past, in the interest of simplicity, I fear that we’ve misled some of you. We attempted to give every issue a set priority (high, medium, or low), when the difficult reality is that what’s a major problem on one site may be deliberate and useful on another.
With the new Site Crawl, we decided to categorize crawl issues tactically, using five buckets:
Hopefully, you can already guess what some of these contain. Critical Crawler Issues still reflect issues that matter first to most sites, such as 5XX errors and redirects to 404s. Crawler Warnings represent issues that might be very important for some sites, but require more context, such as meta NOINDEX.
Prioritization often depends on scope, too. All else being equal, one 500 error may be more important than one duplicate page, but 10,000 duplicate pages is a different matter. Go to the bottom of the Site Crawl Overview Page, and we’ve attempted to balance priority and scope to target your top three issues to fix:
Moving forward, we’re going to be launching more intelligent prioritization, including grouping issues by folder and adding data visualization of your known issues. Prioritization is a difficult task and one we haven’t helped you do as well as we could. We’re going to do our best to change that.
All existing customers should have access to the new Site Crawl as of earlier this morning. Even better, we’ve been crawling existing campaigns with the Aardwolf engine for a couple of weeks, so you’ll have history available from day one! Stay tuned for a blog post tomorrow on effectively prioritizing Site Crawl issues, and a webinar on Friday at 9am Pacific.
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SEO is powerful for more than just inbound marketing. The tools of SEO, and the insights SEO strategies generate, are also highly effective in delighting and retaining customers in the post-sale enablement, adoption, and retention phases of customer marketing. In these stages, customers are just beginning to implement products, learning how to use them, and continuing to build a relationship with the brand. They may also be considering additional purchases.
Adopting keyword and user intent research techniques as part of your customer marketing strategy allows you to reach and delight new customers during the earliest phases of their journey, increasing the likelihood that they’ll remain customers, purchase additional products, and advocate for your brand.
In the enablement phase, new customers are learning how to implement purchased products and use them to their full potential. SEO can help you exceed expectations in this phase by providing insight into the questions customers have post-sale.
Long-tail keywords—search queries that are four words are longer—are often used by searchers who are looking for answers to specific questions. Conducting long-tail keyword research identifies common post-sale questions your customers are asking, and determine the types of information new customers are seeking. There are several tools that provide insight into common post-sale search queries:
These three tools would help Marketo marketers discover that users are searching for documentation on integrating with other third-party tools. Additionally, they know which specific tools users want to integrate with: Salesforce and Microsoft Dynamics. This provides the information needed to create and publish detailed guides on integrating with these platforms.
Conducting research to determine what questions customers are asking post-sale helps you can create detailed content—FAQ pages, tutorial videos, and how-to guides—that answers those questions, exceeding customer expectations in the enablement phase. (If you’re just getting started with long-tail keywords, or need some guidance, we have a free worksheet template to help you stay organized.)
The content can also be converted to PDF format for use in offline customer service interactions. Sales and customer service team members who field customer questions over the phone can simply email customers detailed PDF instructions.
In the adoption and retention phase, companies focus on highlighting the value their products/services provide in order to drive increased usage. User intent research—uncovering exactly what users are looking for when using specific search queries—can help in this stage by highlighting the specific features purchasers are interested in using.
The same keyword research tools mentioned before can be used in this phase, but this time you’re looking for pre-sale—rather than post-sale—terms.
(Of course, customers certainly perform significant research on product capabilities before making a purchase. Pre-sale research, however, may have simply checked off a list of required features without looking in-depth at how those features worked. Alternately, what were minor requirements during research may now be more important.)
An analytics software provider, for example, might conduct keyword research for “analytics reports” and find the related keyword “analytics for social media.” That keyword may have multiple user intents: to purchase analytics software that provides social media tracking, or to learn how to use existing analytics software to track interactions on social channels.
To determine which intents apply, you have to conduct user intent research. Enter relevant search terms into Google and view page-one results to identify what, specifically, your audience is looking for. Searching for “analytics for social media” populates some product comparisons and lists, but it also populates results detailing how to track social media analytics using Google Analytics.
This shows that users may be looking to purchase an analytics product, but they may also be looking for ways to utilize their existing analytics software to track social media metrics. An analytics platform provider, then, may be able to increase adoption and retention by publishing how-to guides, videos, and other content detailing how to use his platform to track social media interactions.
With user intent research, you can determine exactly what customers are trying to do with your product. Then, you can produce content that helps them utilize your platform to meet their goals. This delights customers and encourages retention, enhancing the likelihood of conversions for cross-sell opportunities once customers reach the growth phase.
Keyword and user intent research are powerful tools in the inbound marketer’s toolkit, but they’re also powerful for delighting and retaining existing customers.
Keyword and user intent research help determine what customers are looking for and trying to do—both before and after the sale—you can answer customers’ questions before they have to ask them, teaching them how to get the most value out of their purchases. This builds the relationships required to turn customers into repeat buyers and brand advocates.
Get started by discovering the questions customers are asking after purchase. Then, create content that answers those questions to increase the likelihood of success, satisfaction, and future sales.
Your site search could be a rock star for your business. It’s the one digital marketing capability for your website or mobile site that explicitly tells you what your customers want. It’s a customer-intent agent with the power to give your customers a “Wow!” experience by putting the right product or content in front of them. Yet most brands still view it as basic utility — a site requirement that’s been met when you have a search box on your website. If you fall into this group, or you’ve been using the soon-to-be-retired Google Search Appliance (GSA) or Google Site Search (GSS), consider this your chance to re-evaluate the role that search plays on your site.
Get Results Like Intel Did
In a recent webinar, Intel’s search guru, Shawn Basalyga, shared the company’s experiences after they switched their search to Adobe Search&Promote. With it, they could leverage profiles, behavioral data, and visitor search terms to dial in and deliver more accurate search results.
After fine-tuning search results in February, click through rates rose 8.5 percent compared to the out-of-the box search results they’d experienced in January. Searchers found what they were looking for more easily, too — the average search-results position that the visitor clicked on bumped up from 2.9 to 2.7. Even when searches on Intel.com seasonally dropped by 180,000 in March, clicks still climbed by 10,000.
To get results like Intel does, look for the following four characteristics in your search solution:
1. The Ability to Own Your Data.
In the past, a search engine periodically indexed website content and looked at the index to deliver results that most closely matched a search term. Today, search engines have much more data at their disposal to determine what results to display — visitor location, device type, browsing history, profile data, behavioral data, and more. If you’re using an Internet search engine, you’re giving away that data. Yes, these engines are powerful, but, because you don’t own your customer data, you never learn what drives visitors to your site. As a result, upsell and cross-sell opportunities become a guess. You need to own that data.
2. The Ability to Scale, With no Sweat Equity Required.
If you work for a large enterprise, you may have sites with thousands to millions of pages or products, and high-traffic volumes searching those sites. The last thing you need is a system that hiccups when pushed to its limits. If you’re like most, you don’t have time to keep backend-technology updated. You’d like to just slip behind the wheel, turn the key, and start driving. Look for a SaaS solution that handles the technology side for you.
3. The Ability to Retain Extreme Control Over the Search Algorithm and Display Results.
Rather than managing software updates, you need a solution that lets you focus on optimizing search results and delivering great visitor experiences — like Intel did. You need to be able to choose what data to index, and even how to weight your index in the results. Site search solutions like Adobe Search&Promote ensure your site search shows visitors highly relevant results with the content you want to promote.
However, you shouldn’t just cross your fingers and hope that you’ve zeroed in on the right index and weighting. A good search solution should let you easily A/B test and validate your choices.
By the way, with Internet search engines, you can’t control the algorithm to influence results. This means you can’t promote content for best results. For example, you can’t push the latest content to the top, promote a new product, or surface the most popular customer-support articles. You also can’t control how often the engine re-indexes your site, so new content will take a while to appear in search results. And, frequently, you can’t customize how results display, which can cause a jarring user experience when search results don’t feel like they’re part of your brand. Solutions like Adobe Search&Promote let you set up business rules that determine what to display and when based on specific keyword-search triggers.
4. The Ability to Easily Set it Up and Assure Quality Results.
Ironically, some search tools make you search high and low for the functionality you need to set it up and assess the quality of your results. Look for a solution that lets you work in a consistent, marketer-friendly user interface, and that easily works hand-in-hand with other digital marketing solutions for digital analytics, A/B testing, recommendations, targeting, and audience management. Make sure you can easily assure quality results before you push your site search live, so you are confident in the relevancy of those results and how they display.
Carpe Searchem — Seize the Site Search Opportunity.
Not to hammer on this point, but site search has come a long way. It’s ready and waiting to help you deliver those “Wow!” experiences that pay off for your customers and your business. If you’re ready to get the most from your site search, explore Adobe Search&Promote. It ticks all the boxes. And if you’re already using solutions in Adobe Experience Cloud (Adobe Target, Adobe Experience Manager, and Adobe Analytics), your customers will experience even more accurately personalized results, so your business will reap even bigger rewards.
Columnist Chris Silver Smith details recent trademark infringement cases in which site search results pages caused legal issues for retailer sites. E-commerce businesses should take notice!
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