Friday Finish Line | Digital Marketing News

In this edition of the digital marketing news roundup, we examine multiple studies from leading resources that discuss rich content, the value of organic search and how users prefer to find local businesses. 

MAKING HEADLINES

Analysis of 1 Million Google Search Results – Backlinko

SEO resources website Backlinko analyzed 1 million search results and concluded in its recent study that quality backlinks and content are still biggest factors in Google Rankings. While this may not come as a shock to most, the study also confirmed that in-depth content is largely favored by search engines, as word counts of the pages that ranked on the first page (10 results) were matched up and averaged to each page’s ranking.  The average result had 1,890 words. 

Source: Backlinko

Due to the search engine’s ability to understand the topic related to each page, Google can easily display answers to basic informational questions like “when was Michael Jordan born?”. Because of that, it will automatically provide a quick answer at the very top of the first page before directing users to other sites. Due to this, web publishers need to be sure they’re creating thorough content. 

Organic Search Drives 51% of Overall Traffic – BrightEdge

Global content marketing firm BrightEdge recently published a report about choosing marketing channels for B2B and B2C businesses. Among its findings was that 51% of overall traffic for both B2B and B2C companies comes from the organic channel.

Source: BrightEdge

To elaborate, BrightEdge then illustrated how traffic breaks down by industry. The business services industry receives roughly over 60% of its traffic from organic search, while retail gets the most volume from paid search. Furthermore, display, email and referred traffic performs strongly in media and entertainment, as well as technology/Internet.

 Source: BrightEdge

“Local Search Unleashing Opportunities for National Advertisers” – YP and IDC

A national survey of 750 adults in the US aged 18 to 44, titled “Local Search Unleashing Opportunities for National Advertises,” states that about 40% of internet users begin searching for local companies through a search engine. 

Source: IDC

Among its other findings, the study states:

• 63% of survey respondents completed their local searches in under an hour.
• 36% of survey respondents used two or more devices to complete their local search. Devices include smartphone, tablet, desktop, laptop.
• The smartphone is likely a searcher’s favorite device, but users tend to pair usage with another device. 

2016 Digital Marketing Trends – Chief Marketer 

In a recent article about marketing trends to keep an eye on in the upcoming year, Chief Marketer notes that social media and shopping will likely coincide even more strongly than they have in the past, specifically noting Facebook’s Shop Now call-to-action button on advertisements that directs users to companies’ websites where visitors can fill their cart and make purchases. Furthermore, the article notes that Instagram and Pinterest have introduced features that allow users to buy, making it a potential revenue channel for marketers. 

FOOD FOR THOUGHT

In an article published by Moz, Tom Anthony revisits “navigational,” “informational,” and “transactional” searches. Traditionally, SEOs have categorized queries under one of the aforementioned classifications.

• Transactional – the user wants to visit a website in order to complete an action, such as purchasing an item, downloading an e-book or registering for a conference.
• Informational  – the user is searching for specific information, such as “what is the tallest building in the world,” etc.
• Navigational – the user is likely trying to reach a specific website.

In order, these types of queries are known to Google as Do, Know, Go.

Anthony concludes that those terms are mainly for the web, but as search patterns are due to change over the years through the use of Intelligent Personal Assistants (IPAs) like Siri, Google Now, etc., it will be imperative for marketers to eventually optimize for IPAs. It’s unclear what type of content will be best suited to rank; however, Anthony suggests in a comment to reader that “very granular data” that’s clearly outlined could be a place to start.

If you’re unsure where to start with your content, give us a call! We can craft a strategy best suited for your business needs!

The post Friday Finish Line | Digital Marketing News appeared first on Onethingmarketing.net

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