Category: Writing

https://econsultancy.com/covid-19-changed-shopper-behaviour-online-stats/

It’s been nearly eight weeks since the World Health Organization (WHO) declared the Covid-19 outbreak a global pandemic. In this time, the retail space as we know it has had to completely evolve.

Without warning and without choice, brands and retailers have had to adapt to a pandemic that no one saw coming. As a direct result of Covid-19, many non-essential physical stores have been forced to close until further notice. Stores that have remained open have suffered from reduced/rationed stock and social distancing requirements. These actions have resulted in consumers changing their shopping behaviours, which in many cases has resulted in more transactions moving online.

With a network of over 6,200 brand and retailer sites as our client base, Bazaarvoice has unique visibility into current online shopping activity. We have analysed the different patterns and changes in behaviour, from increases and decreases in product page views to orders placed, reviews submitted and questions asked. We’ve reviewed this data globally across more than 20 product categories and compared it to the same time period in 2019, as well as the earlier months in 2020.

How people were shopping in March 2020 – the beginning of the shutdown

During the earliest stages of the lockdown in March 2020, data from the Bazaarvoice Network shows that customers started to really embrace online shopping and began setting themselves up for what looked to be a long period spent at home. We saw a 21% increase in online orders in March 2020 vs March 2019, and in a survey we conducted with over 3,000 members of the Influenster community, 41% of respondents said that they were currently shopping online for things they would normally shop for in-store.

This data highlights what most of us are currently experiencing, as we are having to change our normal shopping habits and look to purchase more items online than we all usually would. When we compared March 2020 vs March 2019, we saw a 25% increase in page views. This is likely due to the increase in time consumers have to search for new products, now that they are mostly housebound, and the fact that they may be purchasing brands they are not familiar with due to limited product availability.

The increase in page views led us to analyse the network data by category to help highlight which products people were browsing, versus which products people were actually purchasing. We saw a year-over-year increase in page views and order count for nearly every product category, but it was the food, beverage and tobacco, toys and games, and sporting goods categories that were in the top five for growth in both page views and order count.

It’s no surprise to see that people prioritised necessities, and also that they looked for ways to entertain themselves and their families.

It’s interesting to note that not all categories have seen the same growth that we mentioned above. Browsing activity is on par with last year for apparel and accessories products, but buying behaviour is down.

This may be due to people not wanting to purchase items in this category until they know when social distancing measures might ease off, yet still wanting to browse the items so they’re up to date with current trends and offers. Luggage and bags have seen a reduction in browsing and buying behaviour, which is expected due to the social distancing measures and restrictions meaning that people aren’t travelling as they were before.

How that differs from online shopping throughout April 2020

Now to take a look at April 2020. If we compare the data month-on-month, we can see that the stats for April are growing even more rapidly than they were for March. While we can see that page views and order count are trending upwards, with a 75% increase and 95% increase respectively, we wanted to delve into whether the number of reviews shoppers were leaving has also increased.

The data highlights that review count is up, with April growing at 32% year-over-year. As shoppers are increasing the number of items that they purchase, this is likely triggering more post-interaction emails than usual. Question submission – which is where a shopper submits a question around a particular product, such as asking for dimensions or whether they can use it in a specific way – is also seeing positive growth year-over-year, with an increase of 54% in April.

This increase in review and question counts shows that brands, now more than ever, need to engage with their customers. They can do this by answering any questions that they are submitting and also by taking the time to analyse their reviews, to help improve the overall experience for their customers.

Nearing the end of April, we’re seeing toys and games, arts and entertainment, animals and pet supplies, business and industrial, and sporting goods pulling in the largest number of page views. They have pushed the food, beverage and tobacco, and office supplies categories out of the top five.

This is an interesting change in shopper behaviour, as it may highlight that as people get used to spending longer periods of time at home, they are moving past the necessity phase and are now looking to prioritise different categories. This is also true for order count where we see that hardware, sporting goods, vehicles and parts, business and industrial, and arts and entertainment hold the top five spots.

Top priorities for shoppers

Alongside the products that people are viewing and purchasing, consumers’ priorities are also changing as a result of Covid-19. According to our survey, before the pandemic, respondents’ main priorities when purchasing were quality (48%), price (47%) and brand (24%). Now, they’re mostly focused on availability (49%), price (36%) and quality (34%).

It makes sense that availability is such a concern – over half (58%) of respondents said that they have experienced product shortages at stores from which they’ve tried to make a purchase. When asked if they feel like they have access to essential and non-essential supplies, 44% said that they’re getting by, but it’s tricky. Only 30% said that they have been able to get everything they need quite easily.

It’s very interesting to see the change in priority for shoppers, with the focus moving to availability. This will prove a key time for consumers to try new brands that they perhaps wouldn’t have before. This may result in a change in brand loyalty for some consumers who discover new products as part of their new shopping experiences.

Change to shopper circumstances

While we have delved into how people’s shopping behaviour is changing, we are also interested in some of the specific reasons behind why it may be changing, and one of those is changes in our work circumstances. In a recent survey we conducted with over 2,800 members of the Influenster community, we were interested to find out how people’s working situations have changed, as that will have a direct impact on how consumers are shopping and products they are prioritising.

Only 30% said that they have been able to get everything they need quite easily.

Thirty-six percent of respondents are still working their regular hours with their usual salary, while 22% have experienced lay-offs, and a further 8% are anticipating some sort of change based on their company’s current situation. The remaining 34% have experienced either reduced hours, reduced pay, been furloughed or have had to use their paid time off during this time.

As Covid-19 and its impacts continue, we are likely to see further changes to people’s working situations, which may alter shopping behaviour further.

What could this mean for retail?

While it’s key to explore how shopper behaviour is changing throughout this period, the question many people want the answer to is what long lasting impact will Covid-19 have on ecommerce and shopping habits. Which categories will people continue to increase spend in, and which will likely become less of a priority?

The shift we’ve seen in consumers moving to online shopping can only help to accelerate innovation in ecommerce across multiple industries. As companies have been working hard to improve their ecommerce experience – whether that be from improving delivery times, updating product descriptions on web pages, or utilising ratings and reviews across their products – it will be interesting to see whether once Covid-19 is over these consumers keep shopping online, or if they will want to return to shopping in physical stores.

We just don’t know yet. But one thing is for sure: brands that provide a seamless, informative online experience are poised to succeed during this challenging time.

Suzin Wold is SVP of marketing at Bazaarvoice.

The post How Covid-19 has changed shopper behaviour [stats] appeared first on Econsultancy.

http://feedproxy.google.com/~r/TheWritePractice/~3/5l-R5iv46HU/

Writing is a lot of work, and there are definitely parts of the process that aren’t fun. But if writing has become a drudgery, if it’s become something you dread every day, then maybe it’s time for a little play to reinvigorate your love for writing. What if you were writing for fun?

I’ve spent most of my teaching career with high school and college students, but I had the opportunity to work as an elementary librarian for a few years, running book and writing clubs and basically playing in the literary sandbox with kids. It was a blast.

The kids who came to my book and writing clubs embraced the experimental in their work, willing to play with words in a way I’d not seen in the majority of my teen and adult students. I remember a student who would read the same line or page in a book with multiple voices, each one adding a new line or slightly altering the message and tone until we couldn’t hear his voice anymore over our laughter. 

It was pure joy. 

Joy: lost and found

As I went back to my high school and college classrooms, I found that most of my students loathed writing. If I announced a writing project or exploration, it was met with groans. The questions that these writers asked included, “How long does it have to be?” and “Am I done?” Writing had become pure torture.

Somewhere along the way, someone made them feel like they weren’t writers. They stopped trusting their own creativity and voice.

As I began to unpack why, most reported that all the fun had been drained out of writing with uninteresting prompts and five-paragraph essays. They didn’t have time or the option to write about things that interested them. Too often we prioritize academic niche writing at the expense of every other form that we consume and enjoy daily. 

My first goal is always the same: help them rediscover their voice and ability to play with language. Put another way, help them rediscover writing for fun. I gently nudge writers toward topics and forms they like, in hopes they would rekindle some of that childhood curiosity and creativity. We begin to see pages in notebooks filled where blank lines had once sat hopeless. 

Invariably, I begin to hear conversations that include, “Listen to this!” and “OMG, I’ve never written this much before.” 

A few students still eye me warily, sure I’m about to force them to turn their fun into something they’ll dread. Instead, we find the lines that sing, we find one thing to improve, and we keep going. 

Volume and deliberate practice yield results. And the way to more volume? The way to keep going? Is to make the writing practice fun.

But what about (cough, cough) serious writing

That’s fine and well, you might say, but what about the *serious writing*? I teach that too, but students need freedom in topics and form as much as possible. And I would argue that *serious writing,* like all good writing, is created from a place of fervency (some call it exigence)—the topic matters, and the form rises to meet the needs of the writer and the audience. 

But don’t underestimate the power of play. We don’t outgrow it.

My college classes are finishing an argumentative writing course right now, and their culminating project asks them to engage a form creatively that uses the same skills we applied to formal academic writing: research, curation, analysis, and synthesis.

Some students are analyzing true crime podcasts. Others are building public service announcements. Some are writing fiction and others are honing creative skills like learning a complex piano piece and tracking development. 

I’ve heard comments such as, “I hadn’t thought of this as writing!” and “I can’t believe I get to do this for school. I’m learning so much. Thank you!” 

Turns out the best way to take your writing seriously is to play. 

//platform.twitter.com/widgets.js

For adults: Meet your mentor, a kid

How do we do it, then? Is it really as simple as, “OK, today I’m going to play”?

For kids, it is—they don’t think so much about the rules and what sells and what’s expected. If you’ve ever played a game with a child who was improvising the day as she went along, you’ve experienced this. 

 For adults, I’ll wager we’re all sitting at our laptops trying to force ourselves into some childlike state, fingers poised over the keyboard. “Play, darn it! Write for fun!” Really, we need to start by letting our minds wander.

What games did you love as a kid? Make a list or describe a game the way you remember it. Then write a variation.

Add something absurd. Add an alliterative line. Smile as you write or type.

Take a snack break. Smell something near you and describe it to your dog. 

Read something that makes you laugh. Read something that takes your breath away. Describe what happened or mimic the form.

Don’t think about what you’re going to do with the writing that emerges. Just play. The experience is its own reward. 

For kids: The Write Summer Camp 2020

Do you have a child age 7 to 14 whom you would love to see keep their writing joy and develop it this summer? 

We’ve gathered a group of bestselling authors, professional writers, and award-winning teachers to create a fun, interactive, week-long writing experience.

Camp sessions are all held online, and we combine the right blend of writing instruction, encouraging feedback, and lots of writing fun for kids. 

During your child’s Write Summer Camp experience, they’ll get to:

• Learn from professional writers
• Find and develop ideas for writing
• Write their own story, ready to share by the end of camp
• Practice revising their own work using feedback
• Build their creative muscles and writing confidence

Playtime

No matter your age, you can always rekindle the joy of play in your writing. Relax and give yourself permission to be silly. Let your curiosity and whimsy guide you.

Remember, the more you write for fun and enjoy the process, the more others will enjoy reading it!

When have you found joy in writing? What are your favorite ways to play in your writing? Share in the comments. 

The post Writing for Fun: A Guide to Playfulness for Serious Writers appeared first on The Write Practice.

https://econsultancy.com/covid-19-changed-shopper-behaviour-online-stats/

It’s been nearly eight weeks since the World Health Organization (WHO) declared the Covid-19 outbreak a global pandemic. In this time, the retail space as we know it has had to completely evolve.

Without warning and without choice, brands and retailers have had to adapt to a pandemic that no one saw coming. As a direct result of Covid-19, many non-essential physical stores have been forced to close until further notice. Stores that have remained open have suffered from reduced/rationed stock and social distancing requirements. These actions have resulted in consumers changing their shopping behaviours, which in many cases has resulted in more transactions moving online.

With a network of over 6,200 brand and retailer sites as our client base, Bazaarvoice has unique visibility into current online shopping activity. We have analysed the different patterns and changes in behaviour, from increases and decreases in product page views to orders placed, reviews submitted and questions asked. We’ve reviewed this data globally across more than 20 product categories and compared it to the same time period in 2019, as well as the earlier months in 2020.

How people were shopping in March 2020 – the beginning of the shutdown

During the earliest stages of the lockdown in March 2020, data from the Bazaarvoice Network shows that customers started to really embrace online shopping and began setting themselves up for what looked to be a long period spent at home. We saw a 21% increase in online orders in March 2020 vs March 2019, and in a survey we conducted with over 3,000 members of the Influenster community, 41% of respondents said that they were currently shopping online for things they would normally shop for in-store.

This data highlights what most of us are currently experiencing, as we are having to change our normal shopping habits and look to purchase more items online than we all usually would. When we compared March 2020 vs March 2019, we saw a 25% increase in page views. This is likely due to the increase in time consumers have to search for new products, now that they are mostly housebound, and the fact that they may be purchasing brands they are not familiar with due to limited product availability.

The increase in page views led us to analyse the network data by category to help highlight which products people were browsing, versus which products people were actually purchasing. We saw a year-over-year increase in page views and order count for nearly every product category, but it was the food, beverage and tobacco, toys and games, and sporting goods categories that were in the top five for growth in both page views and order count.

It’s no surprise to see that people prioritised necessities, and also that they looked for ways to entertain themselves and their families.

It’s interesting to note that not all categories have seen the same growth that we mentioned above. Browsing activity is on par with last year for apparel and accessories products, but buying behaviour is down.

This may be due to people not wanting to purchase items in this category until they know when social distancing measures might ease off, yet still wanting to browse the items so they’re up to date with current trends and offers. Luggage and bags have seen a reduction in browsing and buying behaviour, which is expected due to the social distancing measures and restrictions meaning that people aren’t travelling as they were before.

How that differs from online shopping throughout April 2020

Now to take a look at April 2020. If we compare the data month-on-month, we can see that the stats for April are growing even more rapidly than they were for March. While we can see that page views and order count are trending upwards, with a 75% increase and 95% increase respectively, we wanted to delve into whether the number of reviews shoppers were leaving has also increased.

The data highlights that review count is up, with April growing at 32% year-over-year. As shoppers are increasing the number of items that they purchase, this is likely triggering more post-interaction emails than usual. Question submission – which is where a shopper submits a question around a particular product, such as asking for dimensions or whether they can use it in a specific way – is also seeing positive growth year-over-year, with an increase of 54% in April.

This increase in review and question counts shows that brands, now more than ever, need to engage with their customers. They can do this by answering any questions that they are submitting and also by taking the time to analyse their reviews, to help improve the overall experience for their customers.

Nearing the end of April, we’re seeing toys and games, arts and entertainment, animals and pet supplies, business and industrial, and sporting goods pulling in the largest number of page views. They have pushed the food, beverage and tobacco, and office supplies categories out of the top five.

This is an interesting change in shopper behaviour, as it may highlight that as people get used to spending longer periods of time at home, they are moving past the necessity phase and are now looking to prioritise different categories. This is also true for order count where we see that hardware, sporting goods, vehicles and parts, business and industrial, and arts and entertainment hold the top five spots.

Top priorities for shoppers

Alongside the products that people are viewing and purchasing, consumers’ priorities are also changing as a result of Covid-19. According to our survey, before the pandemic, respondents’ main priorities when purchasing were quality (48%), price (47%) and brand (24%). Now, they’re mostly focused on availability (49%), price (36%) and quality (34%).

It makes sense that availability is such a concern – over half (58%) of respondents said that they have experienced product shortages at stores from which they’ve tried to make a purchase. When asked if they feel like they have access to essential and non-essential supplies, 44% said that they’re getting by, but it’s tricky. Only 30% said that they have been able to get everything they need quite easily.

It’s very interesting to see the change in priority for shoppers, with the focus moving to availability. This will prove a key time for consumers to try new brands that they perhaps wouldn’t have before. This may result in a change in brand loyalty for some consumers who discover new products as part of their new shopping experiences.

Change to shopper circumstances

While we have delved into how people’s shopping behaviour is changing, we are also interested in some of the specific reasons behind why it may be changing, and one of those is changes in our work circumstances. In a recent survey we conducted with over 2,800 members of the Influenster community, we were interested to find out how people’s working situations have changed, as that will have a direct impact on how consumers are shopping and products they are prioritising.

Only 30% said that they have been able to get everything they need quite easily.

Thirty-six percent of respondents are still working their regular hours with their usual salary, while 22% have experienced lay-offs, and a further 8% are anticipating some sort of change based on their company’s current situation. The remaining 34% have experienced either reduced hours, reduced pay, been furloughed or have had to use their paid time off during this time.

As Covid-19 and its impacts continue, we are likely to see further changes to people’s working situations, which may alter shopping behaviour further.

What could this mean for retail?

While it’s key to explore how shopper behaviour is changing throughout this period, the question many people want the answer to is what long lasting impact will Covid-19 have on ecommerce and shopping habits. Which categories will people continue to increase spend in, and which will likely become less of a priority?

The shift we’ve seen in consumers moving to online shopping can only help to accelerate innovation in ecommerce across multiple industries. As companies have been working hard to improve their ecommerce experience – whether that be from improving delivery times, updating product descriptions on web pages, or utilising ratings and reviews across their products – it will be interesting to see whether once Covid-19 is over these consumers keep shopping online, or if they will want to return to shopping in physical stores.

We just don’t know yet. But one thing is for sure: brands that provide a seamless, informative online experience are poised to succeed during this challenging time.

Suzin Wold is SVP of marketing at Bazaarvoice.

The post How Covid-19 has changed shopper behaviour [stats] appeared first on Econsultancy.

https://econsultancy.com/covid-19-changed-shopper-behaviour-online-stats/

It’s been nearly eight weeks since the World Health Organization (WHO) declared the Covid-19 outbreak a global pandemic. In this time, the retail space as we know it has had to completely evolve.

Without warning and without choice, brands and retailers have had to adapt to a pandemic that no one saw coming. As a direct result of Covid-19, many non-essential physical stores have been forced to close until further notice. Stores that have remained open have suffered from reduced/rationed stock and social distancing requirements. These actions have resulted in consumers changing their shopping behaviours, which in many cases has resulted in more transactions moving online.

With a network of over 6,200 brand and retailer sites as our client base, Bazaarvoice has unique visibility into current online shopping activity. We have analysed the different patterns and changes in behaviour, from increases and decreases in product page views to orders placed, reviews submitted and questions asked. We’ve reviewed this data globally across more than 20 product categories and compared it to the same time period in 2019, as well as the earlier months in 2020.

How people were shopping in March 2020 – the beginning of the shutdown

During the earliest stages of the lockdown in March 2020, data from the Bazaarvoice Network shows that customers started to really embrace online shopping and began setting themselves up for what looked to be a long period spent at home. We saw a 21% increase in online orders in March 2020 vs March 2019, and in a survey we conducted with over 3,000 members of the Influenster community, 41% of respondents said that they were currently shopping online for things they would normally shop for in-store.

This data highlights what most of us are currently experiencing, as we are having to change our normal shopping habits and look to purchase more items online than we all usually would. When we compared March 2020 vs March 2019, we saw a 25% increase in page views. This is likely due to the increase in time consumers have to search for new products, now that they are mostly housebound, and the fact that they may be purchasing brands they are not familiar with due to limited product availability.

The increase in page views led us to analyse the network data by category to help highlight which products people were browsing, versus which products people were actually purchasing. We saw a year-over-year increase in page views and order count for nearly every product category, but it was the food, beverage and tobacco, toys and games, and sporting goods categories that were in the top five for growth in both page views and order count.

It’s no surprise to see that people prioritised necessities, and also that they looked for ways to entertain themselves and their families.

It’s interesting to note that not all categories have seen the same growth that we mentioned above. Browsing activity is on par with last year for apparel and accessories products, but buying behaviour is down.

This may be due to people not wanting to purchase items in this category until they know when social distancing measures might ease off, yet still wanting to browse the items so they’re up to date with current trends and offers. Luggage and bags have seen a reduction in browsing and buying behaviour, which is expected due to the social distancing measures and restrictions meaning that people aren’t travelling as they were before.

How that differs from online shopping throughout April 2020

Now to take a look at April 2020. If we compare the data month-on-month, we can see that the stats for April are growing even more rapidly than they were for March. While we can see that page views and order count are trending upwards, with a 75% increase and 95% increase respectively, we wanted to delve into whether the number of reviews shoppers were leaving has also increased.

The data highlights that review count is up, with April growing at 32% year-over-year. As shoppers are increasing the number of items that they purchase, this is likely triggering more post-interaction emails than usual. Question submission – which is where a shopper submits a question around a particular product, such as asking for dimensions or whether they can use it in a specific way – is also seeing positive growth year-over-year, with an increase of 54% in April.

This increase in review and question counts shows that brands, now more than ever, need to engage with their customers. They can do this by answering any questions that they are submitting and also by taking the time to analyse their reviews, to help improve the overall experience for their customers.

Nearing the end of April, we’re seeing toys and games, arts and entertainment, animals and pet supplies, business and industrial, and sporting goods pulling in the largest number of page views. They have pushed the food, beverage and tobacco, and office supplies categories out of the top five.

This is an interesting change in shopper behaviour, as it may highlight that as people get used to spending longer periods of time at home, they are moving past the necessity phase and are now looking to prioritise different categories. This is also true for order count where we see that hardware, sporting goods, vehicles and parts, business and industrial, and arts and entertainment hold the top five spots.

Top priorities for shoppers

Alongside the products that people are viewing and purchasing, consumers’ priorities are also changing as a result of Covid-19. According to our survey, before the pandemic, respondents’ main priorities when purchasing were quality (48%), price (47%) and brand (24%). Now, they’re mostly focused on availability (49%), price (36%) and quality (34%).

It makes sense that availability is such a concern – over half (58%) of respondents said that they have experienced product shortages at stores from which they’ve tried to make a purchase. When asked if they feel like they have access to essential and non-essential supplies, 44% said that they’re getting by, but it’s tricky. Only 30% said that they have been able to get everything they need quite easily.

It’s very interesting to see the change in priority for shoppers, with the focus moving to availability. This will prove a key time for consumers to try new brands that they perhaps wouldn’t have before. This may result in a change in brand loyalty for some consumers who discover new products as part of their new shopping experiences.

Change to shopper circumstances

While we have delved into how people’s shopping behaviour is changing, we are also interested in some of the specific reasons behind why it may be changing, and one of those is changes in our work circumstances. In a recent survey we conducted with over 2,800 members of the Influenster community, we were interested to find out how people’s working situations have changed, as that will have a direct impact on how consumers are shopping and products they are prioritising.

Only 30% said that they have been able to get everything they need quite easily.

Thirty-six percent of respondents are still working their regular hours with their usual salary, while 22% have experienced lay-offs, and a further 8% are anticipating some sort of change based on their company’s current situation. The remaining 34% have experienced either reduced hours, reduced pay, been furloughed or have had to use their paid time off during this time.

As Covid-19 and its impacts continue, we are likely to see further changes to people’s working situations, which may alter shopping behaviour further.

What could this mean for retail?

While it’s key to explore how shopper behaviour is changing throughout this period, the question many people want the answer to is what long lasting impact will Covid-19 have on ecommerce and shopping habits. Which categories will people continue to increase spend in, and which will likely become less of a priority?

The shift we’ve seen in consumers moving to online shopping can only help to accelerate innovation in ecommerce across multiple industries. As companies have been working hard to improve their ecommerce experience – whether that be from improving delivery times, updating product descriptions on web pages, or utilising ratings and reviews across their products – it will be interesting to see whether once Covid-19 is over these consumers keep shopping online, or if they will want to return to shopping in physical stores.

We just don’t know yet. But one thing is for sure: brands that provide a seamless, informative online experience are poised to succeed during this challenging time.

Suzin Wold is SVP of marketing at Bazaarvoice.

The post How Covid-19 has changed shopper behaviour [stats] appeared first on Econsultancy.

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When it comes to search engine optimization, content is key to success. The thing is, while technical SEO does exist (and even plays a teeny-tiny factor), Google has stressed it time and again: All you really need for Google to like your site is publish high-quality, useful content. But what exactly is perceived as a sign of high-quality content?

Here are five content-related ranking signals Google is using to determine whether a specific article deserves to appear on top of Google.

1. Highly-Linked Content

A backlink profile is Google’s oldest ranking signal. Ever since Google launched, backlinks were at the core of its ranking algorithm. And while Google has repeatedly added dozens — and even hundreds — of other signals, backlinks have remained the most powerful one.

It used to be very simple: the more, the better.

When website owners figured it out, Google’s search result pages were heavily manipulated, so Google had to up its game. It’s all very complicated now, to the point where I doubt there’s a single person working for Google who completely understands how it works.

There are good and bad links, there are natural and unnatural links, and there are high-authority and low-authority links. One group may be balancing the other. Some links may be dragging you down, and some may be driving you up, and it’s not always possible to tell one from the other.

Now, this all comes down to one thing: you need as many editorial and natural links as possible. In other words, we need to create linkable content.

This is where the content creator can play a crucial role: it is actually in our power to create content that attracts links.

What is linkable content?

There is no single definition to linkable content, as there is no single type of link. Educational content attracts links from teachers, bizarre content drives links from popular media outlets and discussion boards, and innovative content may get links from niche journalists.

There are no set rules here, so it will be up to how well you do your research, and for the most part, up to your luck.

When working on an article, check out Buzzsumo to get an idea of which content attracts most links on your topic. Buzzsumo allows you to filter results to see recently published content and evaluate the current linkable trends:

Buzzsumo allows you to filter results to see recently published content and evaluate the current linkable trends:

2. Relevancy

Actually, this one should be #1, of course. I put after links only because it is a more recent signal — the one Google is still figuring out.

Years ago, adding a specific keyword several times in an article or on a page was enough for Google to consider that content relevant to the matching search query.

Obviously, this was a very easily-manipulated signal, so Google has been working hard on improving its relevancy signals.

Yes, there’s no single signal here, so, like with backlinks, we are talking about a group of signals. But as copywriters, we have more control here, as we actually create the content.

One of the biggest improvements to Google’s relevancy algorithms has been implemented thanks to the introduction of semantic mapping, which helped Google understand each query in context rather than matching the exact sequence of words to the indexed documents.

Semantic research can help publishers create better-researched, more relevant content, similar to how it helps Google algorithmically calculate relevance.

Text Optimizer is a great tool that helps you create a more relevant context to better match Google’s and its users’ expectations:

Text Optimizer is a great tool that helps you create a more relevant context to better match Google’s and its users’ expectations.

Text Optimizer will also score your content relevancy and point you to all possible areas of improvement.

Other improvements to Google’s relevancy algorithms which are not so easy to put into practice but still are good to be aware of include:

• Google Hummingbird update
• Google BERT update

3. Content Length

This is one of those search signals that keeps causing lots of debates and arguments in the SEO niche. In truth, we will ever know the definitive answer, even though multiple research studies (including this one) seem to show that Google favors long-form content.

The average length of content ranking on Google’s first page is 1,447 words.

It is rightfully argued that long-form content may be generating more backlinks, and hence it tends to rank higher.

Either way, whether it is a direct ranking signal or simply a way to create more linkable content, long-form content seems the way to go.

Always use your own editorial judgement, but as a rule of thumb:

• If you have a choice between writing one 1000-word article or three 200-word articles, choose the longer option.
• However, if you feel like your article is turning into a 5000-word book, it is time to consider breaking into a series by breaking it into more specific angles and subtopics.
• Finally, if you feel like you have fully covered a target question in your 500-hundred article (this often happens when you address very specific / narrow queries), don’t force it. A useful article that clearly answers a question is better than a long-form content that was written solely for word count.

4. Exact Keyword Match

While Google has moved beyond exact-match keywords and can now understand relevancy beyond word strings, including your target keyword is still important.

The same study mentioned above found that “the vast majority of title tags in Google exactly or partially match the keyword that they rank for”. Note that most titles didn’t have exact-match keywords but rather some variations of those.

Most title tags on the first page of Google contain all or part of the keyword that they rank for.

This does tell us that Google is still looking at keywords, so keyword research and optimization is still important. Here’s a helpful list of best keyword research tools out there, updated for 2020.

5. Content Engagement

To the best of my knowledge, Google has never confirmed that they use on-page engagement (what people do once they land on your page) as a direct ranking factor.

I can see why it may be a difficult decision for them. If users leave right away, does it mean the content was useless? Or does it mean it is so great that people found an answer right away, totally satisfied with what they read?

The above question makes both “bounce rate” and “time on page” metrics questionable signals of content quality.

However, for the search giant to totally ignore user satisfaction signals would be a huge oversight, given that they also own Google Analytics, which gives them plenty of data to peruse.

There are educated theories that Google uses some user engagement metrics as a ranking single, but those signals are evaluated differently from SERPs to SERPs, and they are never absolute metrics. Instead, they are being compared for top-ranking sites, allowing Google to quickly identify possible anomalies.

There’s not much content creators can do to impact user engagement, apart from creating genuinely useful content. But it is always a good idea for content creators to view site analytics and track content performance.

Finteza is the modern web analytics platform with a huge focus on conversions and engagement monitoring. You can use Finteza to better understand which of your articles are read in full, which of them send the users down the sales funnels, and which send them away from your site.

Use web analytics to figure out how to create more engaging content.

Conclusion

Of course, there are many more search signals that help Google serve up the most relevant search results. It is likely there are hundreds (at least 200) search signals at play any time a user clicks the “search” button. Many of those SEO factors can be handled through plugins. But content is still the foundation.

A content creator cannot influence all the aspects of search engine optimization. There are still technical elements to figure out (including the most important ones like site architecture and internal linking). And there are powerful ranking signals that are beyond an optimizer’s reach, like personalization and localization.

What you, as a content creator and content marketer can do is lay the important foundation for a high-ranking asset.

The post 5 Google Ranking Signals Content Marketers Need to Know appeared first on Content Marketing Consulting and Social Media Strategy.

       

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Google ad sales steady after coronavirus drop; Alphabet leads tech share rally
2020 first-quarter advertising sales at Google tallied $33.8 billion, with 73 percent coming from search and 12 percent from its YouTube property, and Google’s ad business accounting for some 83 percent of revenue for parent firm Alphabet, according to newly-released financial results. Reuters

Spotify-owned Anchor can now turn your video chats into podcasts
Spotify will utilize its Anchor property to make it possible to convert video meeting content into podcasts, offering marketers new options for making use of a virtual hangout video content podcast conversion feature, Spotify recently announced. TechCrunch

Google’s new Podcasts Manager tool offers deeper data on listener behavior
Google has rolled out a new podcast analytics data feature — Podcasts Manager — that provides marketers an assortment of new podcast listening data, the search giant recently announced. Marketing Land

LinkedIn’s up to 690 Million Members, Reports 26% Growth in User Sessions
LinkedIn (client) saw its user base increase to 690 million members — up from 675 in January — with an accompanying 26 percent increase in user sessions, and LinkedIn Live streams that increased by some 158 percent since February, according to parent firm Microsoft’s latest earnings release. Social Media Today

Advertisers Continued to Gravitate to Instagram in Q1
Advertisers moved to spend more on Instagram during the first quarter of 2020, with ad spending up 39 percent year-over-year on the platform, holding steady at 27 percent of parent company Facebook’s total ad spend, according to recently-released Merkle data. MarketingCharts

Brands Are Using More Data And Spending More On It: Study
B2B marketers are making greater use of data and spending increasingly to gather it, according to recent report data from Ascend2, showing that 47 percent use engagement data to make marketing decisions, one of several report statistics of interest to digital marketers. MediaPost

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Marketers Ante Up for In-Game Advertising
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Data Hub: Coronavirus and Marketing [Updated]
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ON THE LIGHTER SIDE:

A lighthearted look at generic advertising “in these uncertain times” by Marketoonist Tom Fishburne — Marketoonist

WHO Releases New Guidelines to Avoid Being Nominated for Viral Challenges — The Hard Times

Major Relief: Microsoft Has Confirmed That The Xbox Series X Will Play Video Games — The Onion

TOPRANK MARKETING & CLIENTS IN THE NEWS:

• Lee Odden — What’s Trending: Embracing Data — LinkedIn (client)
• Lee Odden — 10 Expert Tips for Marketing During a Crisis — Oracle (client)
• Lee Odden — Klear Interviews Lee Odden, CEO, TopRank Marketing [Video] — Klear
• Lee Odden and TopRank Marketing — Pandemic Cross-Country Skiing in Duluth, Minnesota: A Personal Timeline — Lane R. Ellis

Have you got your own top B2B content marketing or digital advertising stories from the past week of news? Please let us know in the comments below.

Thanks for taking time to join us, and we hope you will join us again next Friday for more of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us at @toprank on Twitter for even more timely daily news. Also, don’t miss the full video summary on our TopRank Marketing TV YouTube Channel.

The post B2B Marketing News: Brands Spending More on Data, Spotify Turns Video Chats into Podcasts, & Consumers Trying More New Brands appeared first on Online Marketing Blog – TopRank®.