New Generation Of Google Analytics-v2

What You Need to Know

Google introduced a new integrated app and website version of Google Analytics last year in early December named Google Analytics 4 or GA4. The latest update is the most significant change to GA since its introduction to the market in 2005.

So, what makes it so drastically different from the previous versions of Google Analytics, Urchin, Classic Analytics and Universal Analytics? Is this technology something you need for your business? Google had this to say, “To help you get better ROI from your marketing for the long term, we’re creating a new, more intelligent Google Analytics that builds on the foundation of the App + Web property we introduced in beta last year”. – Google, 2020

Gaining a better return on investment is always something we are searching for as business owners. Still, we also seek to understand that technology and its purpose and keeping up with the changes can be challenging. The good news is that Google has developed the latest version of their analytics based on your feedback and consumer demands. Let’s take a look at three of the critical differences.

Three Key Differences

1. Real-Time Tracking

  • Monitor your user’s activity at any time on your website (such a great feature)
  • Reports will allow you to see what content your users are spending the most vs the least amount of time on, what’s converting and what is getting their attention
  • Discover the location of your users and the source of your website traffic, such as social media or organic searches
  • The Real-Time data technology means you will develop a better understanding of how your clients/viewers use your website and how you can improve

2. Customer Focussed

  • Offers customer-centric measurements, rather than measurements divided by the platform or device like previous versions
  • The technology upgrade uses multiple identity spaces such as marketer-provided User IDs, and users opted into ads for additional personalization
  • Manages information through simplified and re-organized reporting systems
  • Better understand your customers, target audience and the actions they take on your website

3. Google Ads Integration

  • Improved integration between GA4 and Google Ads means you can effectively identify your target audience and specifically market your paid ad campaigns.

Final Thoughts

This new version of google analytics might be slightly different from what we are used to, but it works to support you and your website through updated and innovative technology. If you don’t feel ready to change over to the latest edition, don’t stress, you can spend time learning about the features and integrations first.

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Top 5 SEO Trends to Drive More Traffic in 2021

SEO, or Search engine optimization, is arguably one of the most effective marketing tools to get new business in the door and help you thrive. In fact, according to Merkle’s 2019 Digital Media report, SEO has shown to drive 22 percent of all website visits and converted at a higher rate than non-organic traffic.

While search engines are evolving, it’s clear that SEO isn’t going away anytime soon. Not as long as businesses are trying to build visibility and credibility. And it seems to only get more and more popular every year, and 2021 is no exception.

With hundreds of new ranking factors in play, here is a comprehensive and updated list of SEO trends you need to keep an eye on for this year.

Core Web Vitals Will Take Center Stage

In today’s digital day and age, speed really does matter. People want to get their tasks accomplished in a timely manner and they don’t have time for page elements that slow them down.

Add to this fact that Google wants to provide a rich and satisfying experience to users through its search engine result pages (SERPs). And it comes as no surprise that it introduced a planned update to its ranking criteria in the form of three “Core Web Vitals”.  A set of user experience metrics based on page load speed, responsiveness, and visual stability.

In simpler words, Google and other search engines are placing more importance on ranking those websites higher in the organic results that are providing the best on-page experience to their visitors.

When was the last time you tested your site’s page speed or responsiveness? Whether you’re a seasoned developer or a newbie entrepreneur, you must run your website through a page load speed analyzer to test its Core Web Vitals.

Search Intent Will Matter More than Keywords

Have you noticed a shift in the way Google is ranking pages over the past few months?

Ever wondered how the search bots are able to understand what users are exactly looking for?

The answer lies in Google’s incredible improvements in the last few years in understanding natural language. They have gone from simple word matching to machine learning, deep learning, and neural networks. All of this technical mumbo-jumbo means that search results are getting better and better at resolving intent.

And now, Google has an amazing new tool called BERT (Bidirectional Encoder Representations from Transformers). It’s like a new limb for the Google search engine! Initially launched in 2019, this algorithm is finally making its mark in 2021. It can walk you through the steps to finish a recipe, tell you if a product is available in stock, and even tell jokes.

TakeAway: What this means to marketers is that focusing on just the top-of-the-funnel keywords doesn’t cut it anymore.  Instead, you should focus on understanding the user’s intent behind searching and driving down the stages of the customer journey.

Voice Search Will Continue to Boom

With the advancement in voice assistant technology, voice search has witnessed a meteoric rise since its inception by Apple in 2011. Not only has voice search technology doubled in size in the last two years, but Google reports that a staggering 27% of the global online population is using voice search on mobile. Furthermore, studies suggest that by 2022, the percentage of households in the US owning a voice-activated assistant could reach 55%.

An important consideration for SEO professionals starting in voice search is the way people ask questions: how does it differ from typing into a search engine? It appears that people are likely to use more basic language when speaking than they do when typing. This may sound obvious, but there’s a difference between how you say “search engine” and how you type “search engine” into Google.

When optimizing your website for voice search, consider using in-depth, longer keywords that have a conversational tone. When people type, they tend to abbreviate. For example, a user may voice search, ‘how to make soap’ or ‘What is the recipe for chicken nuggets’- instead of simply typing the words ‘make soap’ or ‘chicken nugget recipe’.

Video Marketing Will Remain a Rising Trend

Video is undeniably one of the fastest-growing content types in the modern market. More and more sites (including major brands like eBay, Zappos, and Amazon) are using rich snippets to showcase videos in search results, and the statistics don’t lie – consumers love video content. According to a wyzowl video marketing survey:

  • 86% of businesses use video as a marketing tool.
  • 87% of respondents reported that video, in general, gives them a positive return on their investment.
  • 93% of video marketers believed video to be an important part of their marketing strategy.

So, whether you’re a small business marketing on a shoestring budget, an individual blogger, or a global enterprise, you need to find a way to start creating videos. However, Video SEO isn’t as easy as dropping keywords into your videos. You also need a great title, description, and tags that will help you rank your video in search engines.

Did you know that short-form video is hot right now, especially on Instagram and Facebook? (Fun fact: Facebook has even reported that users tend to interact emotionally 10% more with text overlays or captioned videos than photos.) So dust off that video camera and start brainstorming some ideas to showcase key aspects of your business to the world.

Content Still Remains the KING

“Quality Content” is a term we hear a lot about in the SEO world. Google has been referring to high-quality content and sites ever since their Panda Update, stating that quality is something they are looking for when indexing web pages and delivering targeted ads.

While high-quality content is a critical point on the SEO checklist, it does not work alone to drive consistent, organic traffic. In fact, content quality should not even be a sole focus, rather it should be part of an overarching strategy referred to as the EAT (Expertise, Authoritativeness, Trustworthiness) that delivers higher rankings and more links regardless of Google’s Panda or Penguin updates to the search algorithm.

But beyond Google, users need to see that you know everything there is about your products, services, and niche. If you are running an informational blog, it makes sense for your readers to be able to find everything on one page.

Also, the longer your content is, the more valuable it becomes and the higher your traffic will be. According to a 2019 SEMRush study updated in February this year, long-reads (posts with over 7,000 words or more)  are driving nearly four times as much traffic as the average length posts (900-1,200 words).

The Bottomline

SEO is evolving faster than ever, especially with the latest creations in a host of new technologies and search engines. People and their experience on the web will not just remain at the core of all SEO trends in 2021, but it will also create a new world of SEO that is more advanced than we’ve ever seen before. Understanding these changes to the way SEO works will better help your business both in effectively reaching users and ranking on search engines.

The Top 5 Ways To Improve Your Off-Page SEO

Your business is up and running and you’ve built a website to showcase your products and services. You’ve even started a blog and plugged it with the most relevant keywords, but you still aren’t seeing the level of traffic needed to grow your brand. You may be doing everything right on your website whilst overlooking one key element of your SEO strategy. Nowadays, it is what you are doing away from your webpage that counts for more than half of your search ranking. The following five tips will have you climbing the rankings and maximizing your digital impression.

1) Backlinks, Backlinks, Backlinks

As the title suggests, backlinks are the name of the Off-page SEO game. Backlinks are any link on someone else’s webpage that redirects to your site. Search engines love to see that your website is interacting with others in cyberspace. Backlinks act as a double-edged sword however, because not every backlink works in your favour. Paying for or acquiring backlinks from seedy sites can harm your ranking. Google and others are getting pretty good at identifying imitation backlinks. Securing backlinks from authority sites or respected blogs in your field is the most sure-fire way to improve your search status.

2) Guest Posting

A great way to not only improve your Off-page SEO but also build digital partnerships is by writing a blog post for someone else’s website. Business owners are usually open to having additional content generated for them and as long as the article is relevant and helpful to their business, you can use this space to plug your brand and provide a link to your website. As it goes with Off-page SEO though, not all guest posts are created equal. Try to write a helpful post for an authority or reputable website in your discipline.

3) Social Media Presence

Like it or not, social media is an unavoidable necessity if you are running a business in 2021. Running quality social accounts that link to your website factors into search rankings. It’s not just the number of followers or shares that your social accounts receive, but also how well you interact with others on your social platforms. Regularly posting will help your search ranking. Couple that with responding to questions and comments on your page as well as commenting on other posts, and you will maximize the effect that your social media output has on your search ranking.

4) Commenting on Forums, Blogs, and Question/Answer Sites

Venturing away from your website and interacting with users on other pages will help direct traffic to your site as well as improve your search ranking. Forums, however, are low-quality backlinks because anyone can post a link and claim to have a service worthy of clicking through to. That said, any traffic acquired through forums are from people who are actively searching for a solution and may find your services helpful to them.

Posting comments on authority blogs will help you gain exposure, as well as answering questions on websites like Quora.  Be sure that you are providing quality comments and not just spamming the web with links to your site. Google will grow wise to your ways and adjust your ranking accordingly.

5) Prioritize Quality Over Quantity

It can be tempting to go for maximum exposure and plaster links to your webpage across the internet. The reality is though that search engines are becoming smarter and better at detecting fishy internet behaviour. If your backlinks aren’t accompanied by quality, useful content, you risk getting labelled as spam and watching your search rankings plummet. As the adage goes – if you build it, they will come. Focus your efforts on producing helpful, quality content and building lasting digital partnerships that are mutually beneficial.

Final Thoughts

On-page SEO and Off-page SEO are like two oars in a canoe. If you concentrate all your efforts on only one or the other, you are going to end up spinning in circles. But if you optimize both components, your website will start building steam and begin heading in the right direction. Once you get going things will become easier and flow more naturally – and as long as you continue rowing, you’ll continue climbing those search rankings.

Nowadays, a business is not just about selling a product or a service. It is less about what you have to offer and more about how you offer it.  With so many players leveling the field, taking a different approach to marketing is imperative. This is why businesses aim to engage through relevant tools that attract customers on a deeper level. Hence traditional marketing methods are now being consistently replaced by digital marketing efforts.

Building your brand’s story in a relatable way will help you connect with the right audience. And how you do it is no rocket science. If you wish to connect with your customers, you need to be where they are – on the internet. A strong digital presence is considered the holy grail of marketing by every kind of agency – small or large.

So what is digital marketing? Marketing digitally means targeting your customers on the internet using multiple channels. For a new player, online marketing may look like a completely new terrain. There are so many aspects of digital marketing that it can be mind-boggling at first. Content creation, email marketing, social media, lead management, SEO, web traffic analysis – the list goes on. However, fret not. There are many digital tools to help you automate those tedious and complicated marketing tasks.

Whether you are just starting out as a digital marketing agency or an already established one, automating your digital marketing process is important. It will help you save time, increase efficiency and simplify your marketing efforts. You have a digital marketing tool for everything, right from email marketing to web page analytics, website builders for SEO to upselling and cross-selling tools. Integrate these tools in your marketing pipeline to create a stronger web presence.

Best Digital Marketing Tools in 2021:

1. Hubspot

It is an all-in-one software solution that helps you manage blogs, landing pages, email marketing, lead management, analytics, CMS, social media, SEO. The platform comprises a Marketing Hub, a Sales Hub, a Service Hub, and a powerful free CRM tool. The best part of this solution is their Freemium and Enterprise pricing, making it affordable even to freelancers.

Features:

  • Traffic and conversion analytics
  • Email marketing management
  • SEO analysis and research
  • Social media management
  • Marketing automation
  • Predictive lead scoring
  • Customer service automation
  • Blog & content creation and distribution
  • SEO and content strategy
  • Lead generation tools

2. SEMrush

SEMrush is one of the best digital marketing tools in the market. It is an all-in-one online visibility management platform that takes care of your SEO, Paid Traffic, Social Media, Content & PR, and Market Research. The platform lets you do a site audit, collect benchmark data, get SEO ideas, and much more. You can even do a competitor’s research analysis, view their backlinks and track their keyword strategies.  It is one of the best SEO tools in the market.

Features:

  • Site/domain and keyword analysis
  • Competitor SEO analysis
  • On-page SEO
  • Web Page/website rank tracking
  • Social Media Management
  • Link building and competitor’s backlink analysis
  • Market analysis
  • Competitor PR monitoring
  • Content creation and distribution

3. Mapify360

Mapify360 is a cloud-based service that helps you find unclaimed or unoptimized local leads. Sounds interesting? Well, it surely is a different and effective approach to digital marketing. Business leads that have not yet been properly explored  are defined here through Google Maps. Once you identify the local businesses that are not yet optimized, you can jump in with your optimization services.

Features:

  • Identify unlimited local leads with the help of Google Maps
  • Reveal “Google My Business” optimization issues
  • SEO optimization reports
  • Identify bad reviews for “Google My Business”
  • Help client rank their business

4. Sendinblue

Sendinblue is a comprehensive digital marketing tool that combines email marketing, SMS marketing, CRM, and ad retargeting. The platform automates outbound emails according to the digital behaviour of users. Engaging with your customers and generating leads have never been easier.

Features:

  • Email campaign
  • Marketing automation
  • SMS campaign
  • Facebook ads management
  • CRM
  • Ads retargeting
  • Chatbots
  • Transaction emails
  • Dedicated landing page for each campaign

5. Mailchimp

Initially Mailchimp started off as a leading email-marketing management software. Now it has evolved into a full-fledged marketing automation solution. The platform offers a robust email-marketing management with e-commerce integration tools. It covers all your marketing needs, right from custom domains to automation and campaign analysis.

Features:

  • Custom domains
  • Pre Built templates to create and distribute sm posts, emails, landing pages and digital ads
  • Planning and scheduling marketing calendar
  • Email automation
  • Reports and analytics
  • A/B testing
  • Integration with ecommerce tools like Shopify, Woocommerce and Magento

6. Marketo

Marketo is a leading marketing automation platform by Adobe. It combines customer data with analytics to bring about a personalized engagement. From account based marketing to web personalization, it covers almost all kinds of marketing strategies to engage and retain customers.

Features:

  • Email marketing
  • Content personalization
  • Cross-channel engagement
  • Sales insight and analytics
  • Predictive audiences and content
  • Account profiling
  • Website personalization

7. Campaign Monitor

An email marketing tool that allows you to automate the process and engage with your customers efficiently. Its preset templates, clean and simple interface and custom auto-responders make email-marketing a piece of cake.

Features:

  • A/B testing
  • Automated drip campaigns
  • Mobile optimized emails
  • Data segmentation
  • Campaign monitor and analysis
  • Data import and export tools
  • Subscriber list management

8. Google Analytics

Source: web.soft-pro.com

It is one of the most popular business intelligence tools in the market, and not without good reason. Google Analytics provides access to a massive amount of data that gives in-depth insights into customer behaviour. Although it has a steep learning curve, the efforts are well worth it, given the free access. Combined with other google marketing tools, it becomes a powerhouse unmatched by any other platforms. It also has an enterprise version, Google Analytics 360, that packs additional features.

Features:

  • Realtime reporting
  • Audience report – demographics, traffic source, conversions, behaviour
  • Detailed metrics – page views, sessions, bounce rate
  • Customisable metrics and segments – including users, sessions and hits
  • Cohort analysis
  • Engagement report
  • Mobile app analysis and reporting
  • Multiple property management

9. Cake

Cake is a cloud-based affiliate marketing software that gives clarity and insights to your marketing campaigns. It uses custom targeting and whitelisting to generate reports on partner and campaign performance. Manage your campaigns, generate and track leads, optimize conversions and much more with this tool.

Features:

  • Ad performance tracking
  • Network performance tracking
  • Cookieless tracking
  • Custom links
  • Comprehensive reporting and insights
  • Lead generation and distribution
  • Automated lead management
  • Affiliate and multichannel marketing

10. Textedly

Textedly is an SMS marketing management platform that includes a wide range of features for an effective text message campaign. It offers mass texting, auto-responders, and text scheduling, along with campaign insights. Send up to 100000 text messages at once, track their delivery and build an opt-in subscriber list. Their Zapier integration will allow you to integrate Textedly with over 1,000+ apps.

Features:

  • Planning and scheduling SMS campaigns
  • Contact management
  • Auto-responders
  • Analytics and insights
  • Free incoming text message
  • Multimedia messaging

The Best Digital Marketing Tool is…

As a digital marketing agency, there is a wide range of services that you can cater to. The top digital marketing tool is the one that is the best fit for your business. Unfortunately, there is no “one size fits all” platform here.

An effective digital marketing strategy will require several A/B tests, trials and errors to optimize the results. It also needs multiple channels to broadcast your ads in a targeted fashion. While SEMrush is more comprehensive in its features, tools like Textedly focus more on a specific campaign type. Choose your tool according to your trade, and you can never go wrong.