Saying Goodbye to NODI
When Coca Cola created their Content 2020 strategy, Jonathan Mildenhall, VP Global Advertising Strategy said: “All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”
How was NODI born?
Well since Jonathan is a veteran, most of the content marketers took him really seriously. But they just focused on the initial part to what he said, that is on the ‘need a lot more content’ part. Thereafter, began the story where content strategy became all about generating more and more content. It was the more, the merrier.
And so was NODI born. Oh, we haven’t introduced you to NODI yet.
NODI is Non-performing, outdated, duplicate and incomplete (having broken links) content. In an attempt to write more blogs, make our websites informative and generate more collateral, we wrote more NODI content.
How did NODI thrive?
Well, NODI grew as there was no one to watch over it. Content marketers just kept adding content without keeping a check on whether we were making duplicate or inapt content. The process of creating content was often ignored. A suggested content process is something as follows:
- Understanding target audience – knowing who you are writing for
- Getting a content strategy in place – balancing the content between addressing the needs of the audience vis a vis communicating the business needs
- Marketing the content – deciding how to distribute your content
- Content review – Reviewing your content regularly to check if it’s relevant for the changing requirements. Evaluating if the keywords are appropriate, if the social media channels are apt and ensuring that duplicate content is not created
- Content Governance – knowing when to update your content and archive what is no longer required
How can we get rid of NODI?
The best way to tackle NODI is to take a step back and think about ways to write better and not just write more. You have to think of a solid Content Strategy with governance as being the most critical step in it. A comprehensive Content Strategy helps you to evaluate, align and redefine as per your audience’s and market requirements.
Smartphones to get smarter with the launch of ‘Now on Tap’
Now get prepared for your android smartphones to read your mind and get smarter.
Google Now will mature and give you ‘Now on Tap’, a contextual searching technique. It will be so cool that it will give you search results whether you’re using an app on your phone or using your browser. ‘Now on Tap’ will be available when you hold the home button of your phone and give Google cards with the possible results that you might be looking for.
Aparna Chennapragada, Director for Google Now, introduced this amazing new feature at the annual Google Developers Conference in San Francisco recently. After taking a permission from users, Google Now already displays Google Now cards for e-mails and calendar on smartphones. ‘Now on Tap’ will take this feature further and be layered over 3rd party applications on the smartphones. While showing a demo at the conference, Aparna used the ‘Now on Tap’ feature while using the Spotify application to stream music. And there it was, all the information about the song like the artist, band, etc. The new feature is meant to empower users with instant information, she added. Developers don’t have to do learn anything for the new feature as apps will be indexed by Google.
But yes there is a waiting period to this new feature. It will be released with Android M operating system, which is expected later this year.
Do more with Analytics
You can do a lot of analysis with Google Analytics. Parameters like website visitors, source and conversion tracking can be measured with the help of analytics. If you were to perform a deeper dive of the dashboard, you can actually yield much more. For example, check the source for your most valuable customers and how can you retain customers.
So here are some of the tips to get more from your Google analytics.
Flow visualization reports
You can see the navigation path of visitors with the help of Google Analytics flow visualization reports. The nodes that you view on flow visualization maps can represent a page, an event, a directory or a dimension. You can click on a particular node to see how the traffic is performing for a node.
Introduce data from other sources
At times, it is really useful to bring in data from other customer relationship management (CRM) tools that you are using. This data can be related to market research, demographics or other data sources. You can measure targeting precision after introducing data from other sources.
Use Cohort Analysis data
With the use of Cohort Analysis, you can use cross-platform data (including web, mobile and offline) with an insight into the behavior of customers. This will help you to calculate customer’s lifetime value when trying to access your website from different devices. To see cohort analysis data, you need to go to the ‘Reporting’ tab after signing in to your Google Analytics account. You then need to go to Audience and then Cohort Analysis.
Additionally, you can view the content that has most visits and has the longest view times. This is help you to understand the way you can improve the content that you wish to promote.
Update on Bing Search Traffic
If you’ve had the chance to recently see Bing traffic in analytical software, you’re probably aware that there’s something different about the organic visits. Most users who saw this initially chalked this change up to a tweak in the algorithm on Bing’s side of things.
The Loss of Organic Traffic
With the organic traffic from Bing down in many sites, it seemed natural to assume that the algorithm update was the source of the change. However, it turns out that Google Analytical tools are not tracking Bing traffic as search traffic anymore, instead, Google is marking this traffic up as referral traffic.
With this change, some sites are seeing a 20% decrease in organic but a referral traffic raise of as high as 350%. With the inaccuracy of these numbers out of the question, we now want to know why this is happening.
Who or what is responsible for this
But why is Google marking this traffic up as referral traffic? Some guesses have been made and this speculation has revealed that this could be the result of Bing sending over the referee. With this change, Google Analytics is likely confusing this referee with other tracking tools. However, overall we’ve yet to see the outcome of this issue or what has for sure caused it.
Twitter’s New “show me the best tweets first” Button
#RIPTwitter? Not quite yet. Starting this Wednesday, Twitter is introducing a new way to turn around their declining profits and delight shareholders with a fancy new button. Just hit the “see the best tweets first” button and your Twitter algorithm will change to show you “the best” tweets first.
Facebook-y, I know.
Why not just never use the button? Unfortunately it is set to become the default in Twitter over the coming weeks, whether you like it or not. However, you can reportedly turn it off in your settings if you know how to do so.
What is Twitter’s take on this whole thing?
Besides staying relevant and profitable, Twitter has stated there are several reasons for why they wanted to do this. The first of which was started by Michelle Haq in that it will “make life easier for our users” by allowing most of the feed’s content to remain chronologically sorted after scrolling through the “most important” tweets at the top.
These “best” Tweets are amalgamated through these three points:
- The profiles that you’ve interacted with previously.
- The topics you’ve selected to be interested in.
- A list of people who have similar interests.
“Feeling like you’ve missed the most important tweets” is stated by Haq as a persistent problem they’re hoping this change will remedy.
And surprisingly, the Twitter brains that designed this new function are saying that they’ve seen higher level of engagement from users that have participated in the trail run.
Is this an effort to monetize Twitter’s feed?
Twitter has stated these changes are all about the good of the user, but we see a slightly different picture. Have you heard yet about first view videos yet? They’re videos that advertisers show to users at the top of their feed in auto-play format. And in case you didn’t know, this is a highly valued place to be for marketers.
Is it coincidence that this new “best tweets” button is being pushed out along with these first view videos? We certainly don’t think so.
So the new process looks like this: you open your Twitter app, are served a video ad, you scroll down your “best tweets”, and finally arrive to your classic Twitter chronologically sorted tweets.
Will this deliver a negative user experience? There’s no way to know the definitive answer to this question but one things for sure, the platform will be dramatically changed for the better or for the worse.
We also know that this move is highly influenced by the investors – as you can see in Twitter’s drastic stock price drop over the last year.
This combined with Twitter’s new-ish CEO have caused almost half of their top executives to abandon ship. So this could be construed as part of a last ditch effort by Twitter to create a much needed new stream of revenue. This inevitable action seems to be pretty much their only choice.
But will it be a good choice? We’ll see very soon.
Why are consumer sentiments important for your search engine rankings?
Bing has already done it. They use sentiment analysis for featured snippets and obviously how can Google be left behind?
No one likes negativity even if its online. Don’t worry, I’m not here to give you a self-help guide on spreading positivity, but emphasize that in a digitally driven world, the sentiments (positive or negative) of your consumers are extremely important.
Can you imagine that MIT has developed a sentiment algorithm that can analyze sarcasm that is implied when emojis are used. Imagine being able to capture all the reviews about your product or service and being able to know how your consumers feel about what you have to offer.
Image Source: https://timedotcom.files.wordpress.com/2014/09/emoticon.jpg?quality=85
As per Wikipedia, Opinion mining (sometimes known as sentiment analysis or emotion AI) refers to the use of natural language processing, text analysis, computational linguistics, and biometrics to systematically identify, extract, quantify, and study affective states and subjective information.
Scientists have developed an algorithm that can conduct sentiment analysis, which can determine the sentiments of the content. It contextualizes the content and communication (on emails, blog posts, social media, review websites, customer service portals and online shopping websites) to determine the sentiments around a brand/product/service. It obviously is a humongous task for a person to undertake (analyzing all that content). Thankfully there are tools available that can help you to analyze the user sentiments.
Why are consumer sentiments critical for SEO?
Sentiments are not only important for your marketer but also the search engines. Wondering how sentiments have an impact on SEO? I’ll give you a brief.
- SEO backlinks will have a different interpretation
Earlier all kinds of backlinks were deemed good for the website and search engine. The higher your number of backlinks, the better it was for your SEO strategy. Obviously, every mention or reference to your website/ product/ service/ brand might not be positive. Negative reviews have the biggest impact on your brand (and unfortunately people are likely to post more of negative reviews rather than positive). Negative SEO backlinks must not be on your list of SEO efforts. If you’re able to create positive sentiments with the help of your content, keyword strategy, amazing user experience on your website and addressing user needs, you’re already up at the game.
- Consumer services will have a role
The foremost priority of brands must be to provide excellent customer service. Sentiment analysis can read through support tickets and transcripts (even private messages shared on social media). In fact, the analysis of this data can be insightful for brands to manage specific customer scenarios and be able to address issues more effectively.
Is sentiment analysis the next big thing?
Google has always wanted to understand content the way humans do it (and what better to do than sentiment analysis). They’d love to give results closest to what the users are searching for. Though there is no immediate need for you to panic of your consumer sentiments, but you do need to ensure that your consumers feel good about what you have to offer. Sentiment analysis will help brands to write more about what their users are interested in. Analyzing the sentiments in product reviews can be specifically useful for SEO purpose. It can improve the quality of meta tags and relevant keywords in product description.
Everything said, emotions can be complicated. They’re not positive or negative always. They can vary in degree or being neutral. Sooner or later, search engines will incorporate algorithms for advanced sentiment analysis.