We’re in the business of helping small to medium businesses succeed online. We’re experts in getting our clients traffic and leads to help their business succeed and Google and Facebook certainly feature heavily in our digital marketing toolbelt.
The proposed News Media Buying Code in layman’s terms makes companies like Google and Facebook pay news companies when they include a link in their search results or social media feeds. Sounds simple enough right? Well yes, but the impact goes beyond just Google, Facebook and news companies.
Those that consumer media are not Google and Facebook’s customers, the advertisers are, advertisers we support in getting the word out about their businesses.
DID YOU KNOW? We know that the average SME advertiser spends around $30/day on digital advertising. SME’s can advertise across these digital channels for 4-6 consecutive months for the cost of one single newspaper ad for one single day in one single city.
If Google and Facebook need to pay these news outlets, it means their costs rise, and who do you think will suffer Google and Facebook price increases, yes – the advertisers.
The reality is that millions of Australians rely on Facebook and Google to advertise their businesses, so they can make a living, grow their business or in fact live day to day. What would it mean for advertisers if advertising prices go up? They stop or reduce their advertising spend, meaning less eyeballs see them, less new business come their way, less income, less money in their back pocket. It could potentially mean the end of some small businesses, how many? We really don’t know, and we don’t want to find out!
What if you could have your own talking AI without needing to be a billionaire? How much easier would life be for us? And, how much harder would it be for marketers to reach you beyond your AI assistant?
These days, it looks as if AI technology is developing at a rapid pace. What’s more, it also seems that that development is getting an even stronger focus, particularly at Google.
Changes are happening to voice search on your Android mobile devices. What was once merely a voice-activated search engine is now evolving into AI as Google swaps out its old voice search on Android devices for Google Assistant.
This change hasn’t been rolled out on all devices yet. However, Google did announce a while back that Assistant now resides in at least one billion devices.
For those who’ve noticed the change in the home page of their android phones, the conventional blue and red mic has been swapped out. However, on Chrome for Android, the Google app, and on the Chrome browser for iOS, the mic still seems to be the predominant search tool.
One of the main differences between the old voice search and Google Assistant is the type of information provided. Unlike voice search, which usually only provides a list of links and search results, Google Assistant “answers” your queries directly, without needing to provide you with a list of links.
What this means is that it’s a possibility that less traffic will be coming in through mobile searches. Earlier this year, Google also began testing placing ads within the Google Assistant platform, which could mean another channel through which marketers can now source their ads. (as well as yet another revenue channel for Google).
Does this mean that even organic search is going the way of paid advertising? It’s a possibility for mobile devices, as voice assistants like Amazon’s Alexa and Google Assistant continue to grow more advanced each day.
Adobe recently conducted a survey that concluded that 48% of consumers are currently using voice for “general web searches”. These, of course, don’t cover more in-depth content and research related to searches. But if AI is going to be on the forefront of development, then we can expect the number of voice searches to rise in due time, especially as Google Assistant’s set of skills are improving to the point that you can now book a ride and buy movie tickets through Assistant.
Should you start thinking about how to optimise your content for voice search? Should you start putting out audio content that users can easily consume and digest? Well, that’s one possible response for this change in organic and paid search.
Author, speaker, and known marketing expert, Seth Godin, once commented that podcasting is the new blogging. In fact, according to some of the statistics collated by podcastinsights.com, “51% (144 million) of the US population has listened to a podcast – up from 44% in 2018 (Infinite Dial 19)”. In other words, audio content is gaining ground in informational content.
Google’s John Mueller gave some tips on how to optimise for voice search, detailing what kinds of content fit and didn’t fit voice search optimisation.
One thing he recommended was to start thinking in terms of audio and voice search itself. What does your content sound like when it’s read aloud? How is your content structured and organised? How are the words on the page structured?
In other words, try to start thinking in terms of voice snippets. Think in terms of Q&A’s, and give a direct answer to any questions that potential readers may ask, and make those Q&A snippets obvious in the way your content is structured.
Remember these two things:
1. Structure your content so that it’s easy for voice search to answer queries using the information that you’ve given. Turn your titles or headers into frequently asked questions, and provide the answer in the first paragraph.
2. Make sure that your content sounds good and cohesive when reading aloud. Try to keep things sounding conversational as much as possible.
AI Assistants are on the rise, and it might be a good idea to start optimising your content for their eventual takeover.
As an important marketing tool, SMEs across Australia are implementing the use of landing pages into their marketing strategies to bring awareness to their brand and increase conversions. At Get More Traffic, our mission is to help drive success for SMEs across Australia through transparent and results-based services. Our Go! Page services provide small businesses with an outlet to promote their services and prompt visitors to interact with their brand. Here are three quick reasons why your small business needs a landing page.
Over 65 million local businesses are utilising Facebook for their marketing campaigns, so how do you ensure that your business is one that consumers turn to?
In a world where content is deemed ‘king’, quality written content takes over. Content marketing is booming, businesses are making their mark, and where does that leave you? Having trouble finding a place to start? Not sure what to create to grasp the attention of your audience? We’ve come up with some simple tips to assist you in creating the quality content for your business that your audience will enjoy.
Online store SEO is no easy task. In fact, search engine optimisation for e-commerce stores tends to be markedly harder than it is for blogs and more basic websites. There are several reasons for this added difficulty, from the higher quantity of pages to the fact that e-commerce pages tend to come and go as limited or seasonal products cycle in and out of your inventory.
Many of the reasons for the difficulty with SEO for online stores, though, tends to be self-inflicted. While there are some inherent hurdles with online store SEO that aren’t there with other types of websites, perhaps the biggest challenge with e-commerce sites is that they are also more likely to have potential pitfalls.
Indeed, if your online store isn’t seeing the kind of traffic and conversion rates that you want or need to continue growing your business, any number of errors could be at fault. Here are just a few of the factors that could be contributing to your lack of search engine traffic:
You copied and pasted the manufacturer descriptions rather than write your own – If your e-commerce site carries products from third-party manufacturers, then this strategy might seem like the best way to go. After all, writing original copy for dozens, hundreds or even thousands of third-party products is time-consuming and costly. It’s faster and cheaper just to use the manufacturer’s product descriptions.
The problem is that Google filters out pages with duplicate content, so if you are using manufacturer descriptions, your pages aren’t going to rank. Even if they did, manufacturer descriptions are rarely absorbing and almost never engage customers and encourage sales. In other words, you need unique content.
Some of your pages don’t have any product descriptions – You wouldn’t believe how many product pages across the web have no written content, period. Some site managers will create pages and upload photos, intending to ‘come back later’ to write content. Others will learn that having generic third-party product descriptions hurts their SEO and will just delete all those descriptions and not replace them with new text.
Whatever the reason, if you don’t have description text for your products, your online store SEO is going to suffer. Without text, there isn’t much for search engines to crawl, which means that your pages have virtually no chance of ranking on the first page of a Google search. The bottom line is that you need unique, original, keyword-targeted text for every single product in your store.
Your headings are weak – If you carry third-party products, you must assume that customers are going to be searching for specific brands and model numbers. In addition to more general product-related keywords, it’s important to highlight these specific details—preferably in your headings, page titles, URLs and meta descriptions. If search engines can pick up that information, it’s going to help the SEO for your online store.
If you are looking for help with your online store SEO in Australia, give us a call at Get More Traffic today. Whether you need keyword research, original product descriptions, tweaks to your headings and metadata or other improvements, we can help. Call us on 1300 332 256 to learn more about our SEO for online store websites.