Healthy Data Tracking 

Websites save user data to better personalize and improve the customer experiences with first party cookies. These are small data files placed in web browsers to remember your language, layout preferences, or the contents of a shopping cart. This helps maintain a positive user experience by keeping important and relevant elements intact. There are also third parties that work with websites to insert additional tracking methods like their own cookies and web beacons such as analytics and page tagging. 

Companies use third parties to record what users read, click, and visit online. This method of collecting data is ethical if it involves giving users the ability and opportunity to opt out your company tracking using third party cookies, usually in the form of a pop-up box that contains settings and data preferences. Remember you want to have the user to have the power to control their info. If they feel you are abusing their private info it can hurt your company’s reputation and at worst get you into legal trouble. You want to give users the choice of giving you information freely. You can use subscription or contact forms, quizzes, and surveys for your company website or email marketing. Make it easy to unsubscribe from your email list if you use email mail marketing. The data you gather from these methods, should assist in your marketing and advertising plans. You don’t have to have all these methods going at once. Apply data collection methods based on your business goals.     

Unhealthy Data Tracking 

While data collection isn’t inherently bad, what you do with the data you collect is important. Sometimes data collection for advertising can veer away from its true purpose. Using ads through Google Ads and on social media platforms should have the goal of showing user the most relevant and useful ad. Track only what is relevant to help you sell your product or service. Never sell the data you collect to data brokers. Data brokers are companies that can merge anonymized online data (like from a public record) with personally identifiable information to build a detailed profile of you and sell it to other companies that don’t have your information. Avoid purchasing from brokers as well. Pause and think about how you feel when you get an email or ad from a company you never were in contact with. This can demolish any organic relationship building with potential customers. 

Researchers at the University of Washington have shown that mobile ad networks tracking capabilities could be manipulated for highly targeted surveillance. Some banks can also use data collection to determine your creditworthiness. Insurers can use data to assess your premiums. These ways of using data collection, are examples of controversial and potentially damaging ways to use data. This is causing many users to turn to private browsing and ad blocking software causing a loss of revenue of content creators. As a business make sure when you collect your data keep it safe and come up with an ad strategy that is ethical and brings value to your customer. 

We can help with healthy data collection for your website and ads. Call 248.528.3600 or visit our Google Analytics page for more info. 

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Take a Different Approach to Keyword Search

Many marketers take a keyword-first approach to content marketing. They often focus on what keywords to target based on which keywords have the highest volume that has traffic potential and which ones are easiest to rank for with low competition. However, this is strategy is not practical in the long run. It is better to focus on your target’s pain-point and build your keywords around that. Here are 5 ways to help you get started research and coming up with ideas for content:

1. Comparison posts – Compare your product or service to your top competitors.

2. Best product or service lists – Searchers discover the best products or services in the category they are searching for. Make your content quality is worthy to appear in said category.

3. Alternatives to ‘suggested product/service’ – Searchers discover alternatives to your competitors’ products or services. Make sure to show up as an alternative to other like yours. Think about a feature you have that other don’t.  

4. Articles that talk about pricing – Write about the pricing of your own product or service, even if you have it hidden. You can point out ranges and compare to your competitors.

5. Product or Service use cases – Searchers figure out how to solve a problem they have and presents your product or service as a potential solution.

Ask Directly to Identify Conversion Focused SEO Topics to Write About

If you are stuck, sometimes it is best to ask your target audience directly. Social media, email surveys, phone calls, and in-person and virtual interviews are great ways to get the answers you seek. Here are 5 questions you can ask to get to know your customer and gain essential SEO keywords to boost your content:  

1. What was the problem you were looking to solve before stumbling across our product or service?

2. If our product/service were no longer to exist, what product/service would you use as an alternative?

3. How would you describe our product/service to a friend who knew nothing about us?

4. What are the top 3 benefits that you receive from our product/service?

5. If you were to research our product or service, what would you search for?

Still struggling to come up will a SEO strategy? Call 248.528.360 

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Embrace these topics to encourage more search traffic

From 2020 to 2022, all search traffic grew by 4%. According to the data when broken down by industry, travel and leisure saw the greatest increase in search (20%). Then it was followed by food and restaurants (12%), financial services (11%) and logistics (9%). Only online education (-8%) and education (-5%) saw a negative trend. 

While these trends offer insight into topics that may be worth folding into your content strategy, it’s important to embrace these categories holistically. When creating a social media ad or google ad make sure when craft content around these categories it makes sense. It should not be disingenuous to the core function of what your content or what your business is trying to communicate or sell. Google and other search engines evaluate rankings based on a domain’s entire site architecture. The best way to engage with trending topics is to integrate them into your entire ecosystem using a tool or agency with SEO services to determine what keywords you want to rank for.

How many keywords are effective and how long should they be?

As Semrush and other SEO tools became more popular “keyword stuffing” became a too popular tactic to use and eventually became ineffective. Since then, search engines tweaked their keyword crawlers to identify these opportunists and keep their content from floating to page 1 of search results. The Semrush study referenced the company’s database of 160 million keywords and rankings for U.S.-based website to determine what number of keywords performed best in search. Overwhelming majority (83%) of unique queries contained five words or fewer, with 3-5-word queries comprising 67.1% and 1-2- word queries making up 15.9%.

The study demonstrates the popularity of what are called “short-tail keywords” with over 94% of all searches contained between one and five words. Semrush points out that short-term keywords aren’t always the best phrases to include, however longer-tail keywords over five words are often more highly targeted to the niche topic your audience is searching for. Longer-tail keywords can also be more likely to generate conversions, or actions that searchers take on your site like signing up for a consultation, buying a product, etc.

Why your keywords should answer a question

The study also points out that 60% of unique search terms seek an answer a specific question or query, aka “informational intent.” The author of the study informs us that informational queries, e.g. ‘coffee calories,’ tend to be more nuanced than most, in that the same topic or search intent can be phrased in a number of different ways to trigger specific results.  

“Commercial and transactional queries tend to rely on other factors without the extra details you might find in informational queries. For example, a parent may search for ‘pants for kids,’ but may be less likely to search for ‘blue pants for an average height 10-year-old.’

“By contrast, most informational pages don’t have the filters you might find on, say, an apparel store’s product category pages, so the user needs to be much more specific with often lengthier queries and more unique keywords. The sheer number of informational keywords becomes clearer when you put the intent categories into the context of market share.”

In conclusion, think about how your content can include phrases from one to five words, the shorter the better. Also, ensure that the search phrase points to a specific question or need that your content offers a solution to.

Create a SEO strategy with these trends today. Call 248.528.3600.

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Need help building a SEO strategy? Call 248.528.3600

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Still unsuccessful in combating negative SEO? We can help! Call 248.528.3600

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Also, perform SEO with the latest updates in mind. SEO will help your help you get onto Google’s first page. Best practices include creating quality, keyword-targeted content along with optimizing images and building links. Use Core Web Vitals to align with every page experience update. Use schema markup so that rich snippets can appear below your site title in the SERP, like ratings or even your main navigation pages. The pandemic has strengthened consumer support for local businesses, so prioritize local SEO. 

Businesses that blog get 55% more website visitors than businesses that don’t. Including a business blog is a great way to include keywords. Each post can be a deep dive into a keyword. This also helps in ranking for that keyword and to appear in search results for tons of searches your target customers. It can also provide essential information about your field or service or product. 

Need help with these services? Call 248.528.3600

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