tag:econsultancy.com,2008:/topics/search-marketing Latest Search Marketing content from Econsultancy 2016-08-23T14:17:51+01:00 tag:econsultancy.com,2008:BlogPost/68202 2016-08-23T14:17:51+01:00 2016-08-23T14:17:51+01:00 Five free content ideation tools if you're fed up of Google Keyword Planner Ben Davis <p>They don't all show traffic figures either, but are easy to use and will hopefully provide inspiration.</p> <p>NB click on the images to visit each of the sites.</p> <h3>1. KW Finder</h3> <p>A very impressive tool that gives a wide range of data, including estimated search traffic, cost-per-clicks, most trafficked URLs and traffic over the past 12 months.</p> <p>Yes, it's a tool with a pricing plan, but what's great is that the casual user is allowed five uses of the tool every day for free (with a maximum of 25 keywords provided per search).</p> <p><a href="https://app.kwfinder.com/"><img src="https://assets.econsultancy.com/images/0007/8181/Screen_Shot_2016-08-18_at_08.58.30.png" alt="kw finder" width="615" height="335"></a></p> <h3>2. Answer The Public</h3> <p>This is the most eye-catching site I've seen for creating content ideas, even if the results are nowhere near as good as KW Finder.</p> <p>Ask 'the seeker' (a designer/fisherman looking bloke acting strangely in a video background) about a phrase and he'll provide you with a visualisation of 30 questions.</p> <p>They don't all help, but there's often the kernel of a good idea on one of the branches.</p> <p><a href="http://answerthepublic.com/"><img src="https://assets.econsultancy.com/images/0007/8174/Screen_Shot_2016-08-17_at_17.54.07.png" alt="answer the public" width="615" height="319"></a></p> <p><img src="https://assets.econsultancy.com/images/0007/8175/Screen_Shot_2016-08-17_at_17.57.09.png" alt="answer the public" width="615" height="303"></p> <h3>3. 'site:quora.com' or faq fox</h3> <p>Using the 'site:' modifier query in Google search allows you to cleverly mine FAQ sites such as Quora, Ask Metafilter or Yahoo! Answers.</p> <p>These sites are great resources for finding tangential questions on a particular subject.</p> <p>So, for example, I just searched for 'site:quora.com seo tools' and the results can be seen below, giving me some new ideas.</p> <p> <img src="https://assets.econsultancy.com/images/0007/8172/Screen_Shot_2016-08-17_at_17.39.41.png" alt="site modifier" width="450"></p> <p>There's a somewhat slicker way of doing this, which lessens the workload.</p> <p>It's a tool called <a href="http://www.webpagefx.com/seo-tools/faqfox/">faqfox</a>, and one can simply add a keyphrase and the url of an FAQ site, and the tool will spit out a long list of questions.</p> <p><img src="https://assets.econsultancy.com/images/0007/8173/Screen_Shot_2016-08-17_at_17.41.29.png" alt="faq fox" width="550"> </p> <h3>4. Portent's Content Idea Generator</h3> <p>This is probably my favourite, perhaps because it is the most silly. The tool doesn't give you suggestions for tangential content, rather it simply reframes the word or phrase that you enter.</p> <p>Essentially, it's a headline writer. And given <a href="https://econsultancy.com/blog/8196-how-to-optimise-headlines-using-the-65-character-rule">headline writing is an art</a> that takes a while to master, this tool can give you a headstart.</p> <p><a href="https://www.portent.com/tools/title-maker"><img src="https://assets.econsultancy.com/images/0007/8184/Screen_Shot_2016-08-18_at_09.18.48.png" alt="content generator" width="615" height="332"></a></p> <h3>5. WordNet</h3> <p><a href="http://wordnet.princeton.edu/">WordNet</a> is a lexical database of English created at Princeton.</p> <p>It can be used handily as a thesaurus, providing plenty of examples of usage which are a real help when writing.</p> <p><img src="https://assets.econsultancy.com/images/0007/8182/Screen_Shot_2016-08-18_at_09.09.18.png" alt="wordnet" width="500"> </p> <p>For extensive advice on organic search, see the <a href="https://econsultancy.com/reports/seo-best-practice-guide/">Econsultancy SEO Best Practice Guide</a>.</p> tag:econsultancy.com,2008:TrainingDate/3063 2016-08-15T17:13:31+01:00 2016-08-15T17:13:31+01:00 SEO, PPC and Conversion: International Strategy <p>The opportunities to reach an international market through digital marketing and SEO have never been greater, but with it come the challenges around identifying, approaching and engaging across such diverse markets.</p> <p>Drive your online traffic and sales on a global level by learning how to identify opportunities and implement authentic multilingual and international SEO, PPC and social media campaigns</p> tag:econsultancy.com,2008:BlogPost/68183 2016-08-12T13:01:36+01:00 2016-08-12T13:01:36+01:00 10 spectacular digital marketing stats from this week Nikki Gilliland <p>Don’t forget to download the <a href="https://econsultancy.com/reports/internet-statistics-compendium" target="_blank">Internet Statistics Compendium</a> for more, and ready, set, go…</p> <h3><strong>Only 21% of businesses track return on digital marketing spend</strong></h3> <p><a href="https://www.ruleranalytics.com/Are-Businesses-Using-Analytics-&amp;-Call-Tracking-Effectively.pdf" target="_blank">New research</a> from Ruler Analytics has highlighted how marketers are failing to practice what they preach, with the industry being the worst at measuring the ROI of its marketing activity.</p> <p>Out of an index of 100, marketers and PRs scored just 28.6.</p> <p>In contrast, retailers are the most likely to be using analytics, closely followed by the travel and tourism industry.</p> <p><img src="https://assets.econsultancy.com/images/0007/8000/ROI_marketers.PNG" alt="" width="400" height="594"></p> <h3><strong>Brits will spend over 3.8bn hours reading about the Olympics online</strong></h3> <p>Teads suggests that there is a huge opportunity for brands to reach beyond traditional audiences this summer, as Olympic fever sweeps the nation.</p> <p>A study found that 55% of people who aren’t normally interested in sports plan to watch events in Rio. What’s more, 76% of them plan to read Olympic-related articles online.</p> <p>Overall, Brits will reportedly spend over half an hour each day reading sporting content this summer, amounting to 3.8bn hours in total.</p> <h3><strong>Official suppliers of Wimbledon comprise less than 1% of tournament conversion</strong></h3> <p>A new study by Black Swan has found that being an official supplier of a high profile tournament doesn’t guarantee automatic success. </p> <p>When comparing Pimms (an unofficial supplier) and Lanson (an official supplier), the latter ranked seventh in terms of volume of mentions, while the former ranked second out of nine.</p> <p>This demonstrates how sponsorship deals are no longer enough, with brands now needing to create opportunities for social sharing and earned coverage.</p> <p><img src="https://assets.econsultancy.com/images/0007/8002/Wimbledon_official_suppliers.PNG" alt="" width="750" height="493"></p> <h3><strong>Online conversation means that hotels can no longer rely on legacy reputation</strong></h3> <p>A new <a href="http://pages.crimsonhexagon.com/WC-2016-08-01-IR-AnalysingTopEuroHotels_Registration.html" target="_blank">report from Crimson Hexagon</a> has highlighted how the openness of customer feedback continues to disrupt the travel and accommodation industries.</p> <p>With 78% of conversation on hotels involving people seeking or giving feedback, brands can no longer rely on the long-standing reputation of their brand.</p> <p>Out of the most-talked about topics, 14% related to comfort and luxury, while 9% focused on convenience of hotel location.</p> <h3><strong>Adobe reports Pokemon Go and Brexit impact consumer goods prices</strong></h3> <p>Adobe’s monthly Digital Price Index has identified how the value of online consumer goods has fallen in the last six months.</p> <p>For the UK, Brexit is continuing to impact travel prices, with flights to London falling 13.3% and hotel prices in the capital dropping 9.8% since the EU referendum.</p> <p>Despite the explosion in popularity of Pokemon Go, the report also found that sales value for Pokemon items fell 2.9% month-on-month. </p> <p><img src="https://assets.econsultancy.com/images/0007/8013/pokemon.jpg" alt="" width="750" height="599"></p> <h3><strong>UK viewers clock up over 165,000 tweets during the Olympic opening ceremony</strong></h3> <p>With a live UK audience of 1.838m, data from Kantar Media has revealed how the UK reacted online during the Friday night opening ceremony.</p> <p>Londoners were the most vocal during the coverage, accounting for 15% of unique authors tweeting throughout. Moreover, men were the most active, making up 60% of the most active authors.</p> <p>Out of the 165,409 tweets overall, there was a third more positive tweets than negative ones, with the most common emotion being admiration and respect for those involved.</p> <h3><strong>60% of travel searches start on a mobile device</strong></h3> <p>Research by Hitwise, a division of Connexity, has revealed how consumers are heavily relying on mobile phones during the early stages of holiday planning.</p> <p>Based on the activity of 3m UK shoppers and 1m mobile devices, a study found that 60% of all travel site searches originated from a mobile device.</p> <p>In terms of the subject, 83% of searches were for the ‘best time’ to visit a destination, 68% for ‘flights from’ and 83% were for ‘flight status’.</p> <p>The report also found that mobile phones were the device of choice while on holiday, with ‘near me’ generating 88% of searches.</p> <p><img src="https://assets.econsultancy.com/images/0007/8009/Travel_search.PNG" alt="" width="543" height="377"></p> <h3><strong>81% of organisations have problems achieving a single customer view</strong></h3> <p>The 2016 Digital Marketer Report from Experian has found that, despite 95% of organisations wanting to achieve a single view of the customer, 81% find difficulty in doing so.</p> <p>The biggest obstacles include using technology to integrate customer data in real time, as well as gaining access to data from across organisations. </p> <p>With 95% of enterprise companies planning to run cross-channel campaigns next year, it is vital to overcome these challenges in order to do so.</p> <p><img src="https://assets.econsultancy.com/images/0007/8012/single_customer_view.PNG" alt="" width="620" height="520"></p> <h3><strong>Over 90% of publishers find off-site distribution has positive impact</strong></h3> <p>AOL have just released its <a href="http://www.aolplatforms.com/blog/2016-publisher-outlook-monetizing-age-mobile-video" target="_blank">Publisher Outlook Report</a>, based on insight from 300 premium publishers in the US.</p> <p>Despite initial panic, opinion about third-party publishing platforms now looks to be largely positive, with 90% believing distributed media has had a positive impact. Likewise, 53% deem it ‘extremely positive’</p> <p>With publishers receiving 25-50% of traffic via syndication referrals, it has become an essential part of strategy for many.</p> <h3><strong>25% of influencers asked not to disclose brand involvement</strong></h3> <p>A new survey by SheSpeaks has found that online influencers are being asked by brands to deny compensation.</p> <p>In a survey of 347 online influencers, while 95% said they were upfront with their audience about taking payment from a brand, 25% also reported that they had been specifically asked not to divulge the information.</p> <p>Despite the Federal Trade Commission stipulating that compensation or free products should be disclosed, even large corporations like <a href="https://www.ftc.gov/news-events/press-releases/2016/07/warner-bros-settles-ftc-charges-it-failed-adequately-disclose-it" target="_blank">Warner Bros have failed</a> to be up-front.</p> tag:econsultancy.com,2008:BlogPost/68165 2016-08-10T11:39:06+01:00 2016-08-10T11:39:06+01:00 Back-to-school search trends: How top retailers optimise landing pages Ben Davis <p>We've looked at analysis from search specialists Pi Datametrics which focuses on retailer search performance and site structure.</p> <h3>Back-to-school searches are valuable and predictable</h3> <p>Back-to-school search terms are enjoying like-for-like annual growth.</p> <p>Pi Datametrics has ranked these terms over the course of a year by comparing search volume, competition and cost-per-click data. The product of these three metrics is a sign of 'organic value' of the keyword.</p> <p>Essentially, the higher this organic value, the more in-demand rankings are for this term.</p> <p><img src="https://assets.econsultancy.com/images/0007/7858/top_back_to_school_terms.PNG" alt="top back to school search terms" width="615"></p> <p>All these search terms peak in August; for example the average monthly search total for 'school bags' in 2015 was 22,000, but the figure for August 2015 was 135,000.</p> <p>This peak is predictable, as is a subsequent smaller peak in January and a discernable one in April, too.</p> <p>So, the challenge for retailers is how to prepare for these peaks but also to capitalise year-round on what are consistently popular search terms.</p> <p>The value of ranking for these terms is amplified by consumer tendency for multiple purchases, often buying uniform, shoes and bags together.</p> <p>So who is winning in the rankings?</p> <h3>Debenhams - top performer for 'school shoes'</h3> <p>Pi Datametrics analysed rankings from July 2014 to July 2015 for the term 'school shoes' and found Debenhams to have the highest average ranking over this period.</p> <p>As you can see from the screenshot below, Debenhams has a non gender-specific landing page titled "Kids' school shoes", with gender and <a href="https://econsultancy.com/blog/68070-eight-examples-of-fashion-ecommerce-product-filters-good-bad/">brand filters</a> within.</p> <p><a href="http://www.debenhams.com/kids/shoes-boots/school-shoes"><img src="https://assets.econsultancy.com/images/0007/7860/school_shoes_page_debenhams.PNG" alt="debenhams school shoes page" width="615"></a></p> <h3>John Lewis - top performer for 'school uniform'</h3> <p>A similar story explains John Lewis' consistently high rankings for the term 'school uniform'.</p> <p>Though it has boys and girls pages, these sit beneath a broader 'school uniform' landing page.</p> <p><a href="http://www.johnlewis.com/baby-child/school-uniform-shop/c6000034?rdr=1"><img src="https://assets.econsultancy.com/images/0007/7861/school_uniform_page_john_lewis.PNG" alt="john lewis school uniform page" width="615"></a></p> <h3>JD Sports - top performer for 'school bags'</h3> <p>And finally, as Ian Fleming once wrote, 'Once is an accident, twice is a coincidence, three times is enemy action'.</p> <p>JD Sports wins out with school bags through its brand-filtered "kids' school bags" landing page.</p> <p><a href="http://www.jdsports.co.uk/kids/school-bags/"><img src="https://assets.econsultancy.com/images/0007/7862/jd_sport_school_bags_page.PNG" alt="jd sports - bags page" width="615"></a> </p> <h3>Back-to-school hub pages are rarer things</h3> <p>But what about the term 'back to school' itself? Well, it's a much less valuable term, but still a useful one.</p> <p>If we look at a chart showing retailer rankings for this term, you can see company pages jumping up and down the results all year.</p> <p>At point one on the chart, many retailers hit the rankings just in time for start of the new school year, but drop off again six months later.</p> <p>Pi Datametrics speculates this could be down to refocusing on other campaigns or changing footer links, for example.</p> <p><img src="https://assets.econsultancy.com/images/0007/7863/rankings.back_to_school.png" alt="back to school rankings" width="615"></p> <p>Clothing and homeware retailer Next happens to be the brand that ranks consistently highest for the term 'back to school'.</p> <p>This is surely in part down to its 'back to school' hub page.</p> <p>This hub page, shown below, links to many relevant category pages, so is a tidy way of garnering some extra traffic for many different product sets.</p> <p><a href="http://www.next.co.uk/back-to-school"><img src="https://assets.econsultancy.com/images/0007/7869/next_hub_page.back_to_school.PNG" alt="next back to school hub page" width="615"></a> </p> <h3>In conclusion</h3> <p>As always with SEO, it comes down to understanding your search terms and planning year-round.</p> <p>A <a href="https://econsultancy.com/blog/65433-why-internal-links-and-hub-pages-are-a-major-factor-in-seo-success/">hub page</a> and <a href="https://econsultancy.com/blog/67061-seo-black-friday-how-are-brands-preparing-their-landing-pages/">landing pages</a> that align with top search terms are a must for back-to-school retailers.</p> <p><em>For more detail including US sites entering the UK rankings, as well as charts showing the performance of more popular retailers, download the <a href="https://www.pi-datametrics.com/insights/trend-report-back-school/">Pi Datametrics Back-to-School Report</a>.</em></p> tag:econsultancy.com,2008:TrainingDate/2961 2016-08-10T05:00:41+01:00 2016-08-10T05:00:41+01:00 Econsultancy's Certificate in Digital Marketing & Google AdWords Qualified Individual Certification - Singapore <h3><strong>Course benefits</strong></h3> <p>Econsultancy and ClickAcademy Asia are proud to launch the first world-class Certificate in Digital Marketing programme in Singapore catering to senior managers and marketing professionals who want to understand digital marketing effectively in the shortest time possible. Participants who complete the programme requirement will be awarded the <strong>Econsultancy's Certificate in Digital Marketing</strong> and <strong>Google AdWords Qualified Individual</strong> <strong>Certificate</strong>.</p> <p>The double certification programme is uniquely positioned to deliver these benefits:</p> <ul> <li>Course content and curriculum provided by Econsultancy of UK, the world leading digital marketing best practice community and publisher with 250,000+ subscribers</li> <li>Certification in Google AdWords, a highly sought-after professional qualification by Google for digital marketing professionals</li> <li>3 free credits to download 3 Econsultancy reports (worth USD695/report) from Econsultancy's portal containing 500,000+ pages of digital marketing resources, reports and best practice guides</li> <li>Short 8-week course with lesson once or twice a week</li> <li>Practical and real-life training by certified digital marketing practitioners</li> <li>Conducted locally in Singapore with ‘live’ face-to-face training, and not webinars or online learning</li> </ul> <h3>Econsultancy's Reports (Complimentary)</h3> <p>FREE 3 Credits to download Econsultancy's reports from Econsultancy's <a href="https://econsultancy.com/reports/">portal</a> containing 500,000+ pages of digital marketing resources, reports and best practice guides.</p> <h3><strong>Course Details</strong></h3> <p>This double certification course is a 8-week part-time programme for working professionals who intend to upgrade their knowledge in digital marketing. Upon successful completion of the programme, participants will obtain a double certification, and are awarded the Certificate in Digital Marketing (powered by Econsultancy) and the Google AdWords Individual Qualification. </p> <p>This is a part-time programme with 64 contact hours (total 8 days) spread over 8 weeks. Participants will only be certified after passing the Google AdWords exams and the digital marketing project, and complete at least 52 contact hours. </p> <p>The part-time programme covers topics ranging from the overview of digital marketing, customer acquisition channels to social media marketing. </p> <p><strong>Start Date:</strong> 11 Oct 2016</p> <p><strong>Venue:</strong> Lifelong Learning Institute, Singapore, #04-02</p> <p><strong>Course Fee:</strong><strong> SGD 5,880/pax</strong><br>(SGD2,000 discount for Econsultancy’s paying subscribers at SGD 3,880/pax.)</p> <p>To find out more and register, click <a href="http://www.clickacademyasia.com/wp-content/uploads/2016/06/doublecert-brochure-sg-my-2H2016.pdf" target="_blank">here</a>.</p> <h4>For enquiries, please contact us<strong> </strong>at +65 6653 1911 or email<strong> <a href="mailto:%20apac@econsultancy.com" target="_blank">apac@econsultancy.com</a></strong> </h4> tag:econsultancy.com,2008:BlogPost/68157 2016-08-05T11:27:00+01:00 2016-08-05T11:27:00+01:00 10 marvellous digital marketing stats of the week Nikki Gilliland <p>Without further ado!</p> <h3>Samsung wins 53% of online conversation in the run up to Rio</h3> <p style="font-weight: normal;">EntSight has revealed the most popular brands ahead of this year’s Olympic Games.</p> <p style="font-weight: normal;">With 53% of online conversation, mainly in response to the release of the brand's ‘World National Anthem’ video, Samsung have been the most-talked about.</p> <p style="font-weight: normal;">In contrast, McDonald's has been faring the worst with just 3% of online conversation. What’s more, it’s also received the most negative comments relating to its brand.</p> <p style="font-weight: normal;">In other news, see <a href="https://econsultancy.com/blog/68140-the-top-10-most-shared-olympic-ads-so-far/">the top 10 most-shared Olympic ads so far</a>.</p> <p style="font-weight: normal;"><a href="http://entsight.com/blog/which-of-these-brands-are-winning-the-conversation-in-the-run-up-to-the-olympics" target="_blank"><img src="https://assets.econsultancy.com/images/0007/7779/Olympics.PNG" alt="" width="740" height="338"></a></p> <h3>72% of consumers use video to inform purchases</h3> <p>A new study from Speedie Consultants has revealed that three-quarters of consumers use videos to help with online buying decisions.</p> <p>72% of respondents said they would search for a video online, and of this figure, 23% of women would look on a company website rather than YouTube or Facebook, compared with just 6% of men.</p> <p>For marketers, the demonstrates how video is an important medium across multiple channels.</p> <h3>Visits to subscription box websites rise by 3,000% in three years</h3> <p style="font-weight: normal;">Research from Shorr Packaging has revealed that <a href="https://econsultancy.com/blog/66034-the-pros-and-cons-of-subscription-ecommerce-models/">subscription box ecommerce</a> is booming.</p> <p style="font-weight: normal;">As of March this year, there were 2,000 subscription box services in operation, and there have been 21.4m visits to subscription websites in 2016 so far.</p> <p style="font-weight: normal;">With beauty and food the most popular categories, big name brands like Starbucks, Adidas and Macy’s are also launching their own services.</p> <p style="font-weight: normal;"><a href="http://www.shorr.com/packaging-news/2016-06/inside-booming-business-ecommerce-subscription-boxes" target="_blank"><img src="https://assets.econsultancy.com/images/0007/7773/shorr.PNG" alt="" width="490" height="462"></a></p> <h3>Funding for AI start-ups increased 302% year-on-year in 2014</h3> <p>Our latest report, <a href="https://econsultancy.com/reports/marketing-in-the-age-of-artificial-intelligence/" target="_blank">Marketing in the Age of Artificial Intelligence</a> highlights growing investment in AI-focused businesses.</p> <p>In 2014, investors poured $309m into AI start-ups in more than 40 deals. This means that year-on-year, funding increased $302%.</p> <p>With the likes of IBM creating a $100m venture fund to further its AI technology, IBM Watson, it’s clearly becoming a top priority for many technology companies.</p> <p><img src="https://assets.econsultancy.com/images/0007/7774/AI.PNG" alt="" width="650" height="321"></p> <h3>One in five commercial emails fails to reach inboxes</h3> <p>A new report from Return Path has revealed that 21% of commercial emails hit spam folders or are diverted entirely.</p> <p>In terms of countries, the UK and Australia were found to be the best at <a href="https://econsultancy.com/blog/68036-a-day-in-the-life-of-an-email-deliverability-consultant/">deliverability</a>, averaging 90% and 88% respectively.</p> <p>In contrast, the study showed that the US experiences below-average inbox placement, with just 73% of messages reaching subscribers. </p> <h3>70% of UK publishers view first-party data as critical</h3> <p>New research by AOL has highlighted various trends currently impacting the publishing industry.</p> <p>In a survey of 600 key decision-makers, it found that 70% of UK publishers view <a href="https://econsultancy.com/blog/67674-what-are-first-second-and-third-party-data/">first-party data </a>as very important. Likewise, 91% confirmed they were using a data management platform to monitor and analyse campaigns.</p> <p>Despite this, 56% were dissatisfied with current data analytical tools, citing consolidation of sales data as a key area for improvement.</p> <h3>Brits listen to 11m podcasts each month</h3> <p>According to research by the7stars, podcasts are becoming an increasingly popular medium in the UK.</p> <p>Analysis from the media company found that 3.6m Brits have listened to a podcast during the past month, and that podcasts account for 7% of all audio listening’s weekly reach.</p> <p>74% of people also find listening to podcasts a relaxing experience, with the majority partaking in the activity while at home.</p> <p><img src="https://assets.econsultancy.com/images/0007/7775/podcasts.PNG" alt="" width="650" height="448"></p> <h3>Amazon spent $1.35bn on search in 2015</h3> <p>According to Fracti, Amazon spent most of its marketing dollars on search during the period of November 2014 to November 2015.</p> <p>With $1.35bn being spent on search compared to just $54m on print, it is a clear focus for the ecommerce giant.</p> <p>Out of other retailers studied, Apple and Etsy prioritized search to a similar extent. Etsy also saw the highest ROI, with $1,600 in sales for every $1 spent on marketing. </p> <h3>22% of flight bookings occur on a Monday</h3> <p>Yieldr have delved into data to discover the booking habits of travellers online.</p> <p>The company discovered that Mondays and Fridays are the most popular days for booking flights, and weekends are unsurprisingly the least.</p> <p>With 22% of bookings being made at the beginning of the working week, and 11am to 12pm being the sweet spot, this behaviour can be put down to the Monday blues.</p> <p><img src="https://assets.econsultancy.com/images/0007/7778/booking_habits.PNG" alt="" width="555" height="392"></p> <h3>Digital-savvy consumers are most at-risk of ID theft</h3> <p>Experian has revealed that 23% of ID-theft victims in 2015 were people who regularly spend time on social media and mobile devices.</p> <p>This figure goes against the notion that tech-savvy consumers are more likely to implement effective safeguards. </p> <p>With fraud costing the UK economy a whopping £200bn a year, insight suggests that business-owners need to better target the most at-risk customers with relevant help and advice.</p> tag:econsultancy.com,2008:BlogPost/68116 2016-08-03T11:40:37+01:00 2016-08-03T11:40:37+01:00 Five key points to consider for a smooth site migration Nikki Gilliland <h3>1. SEO should be involved from the start</h3> <p>Without SEO, all other aspects of a site migration are pointless.</p> <p>Often, companies assume that it can be ‘tagged on’ at the end, or pages can be SEO’ed in isolation.</p> <p>However, this assumption is far from the truth.</p> <p>SEO must be involved in all touchpoints, and most importantly, implemented by somebody who is experienced in doing so.</p> <p><img src="https://assets.econsultancy.com/images/0007/7455/image1.png" alt="" width="750" height="701"></p> <p><em>The chart shows daily top positions for this brand over a range of search terms. A drop-off occurs after migration.</em></p> <h3>2. Remember redirects and mapping</h3> <p>As Jon said during his talk, <a href="https://econsultancy.com/blog/67067-three-ranking-factors-seos-cannot-agree-on/">redirects</a> are the bread and butter of a site migration. But it’s surprising how many companies fail to take action beforehand – and this includes crawling sites, checking for old subdomains and thoroughly testing in each phase.</p> <p>The consequences of not doing this is that, post-migration, old pages will still be indexed.</p> <p>In turn, it will take very a long time to recover lost authority.</p> <p><img src="https://assets.econsultancy.com/images/0007/7447/migration_results.png" alt="" width="750" height="446"></p> <p><em>The original domain outranks the new domain after migration because redirects have not been put in place.</em></p> <h3>3. Utilise data</h3> <p>Data analysis is necessary to ensure a smooth migration. But like <a href="https://econsultancy.com/reports/seo-best-practice-guide/">SEO</a>, it's vital to utilise it before the project begins. </p> <p>Pre-migration, the performance of a site should be thoroughly examined and challenged.</p> <p>What are the current issues? Who are the biggest competitors?</p> <p>By determining the answers to these questions, there's a greater chance of solving problems along the way.</p> <p><img src="https://assets.econsultancy.com/images/0007/7454/image2.png" alt="" width="750" height="443"></p> <h3>4. Find an owner</h3> <p>Like any major project, it is important for one person to be responsible.</p> <p>But more than this, Jon insists that as well as authority, the person should be empowered enough to see decisions through – even in the face of resistance.</p> <p>For example, if a different department insists that a loss of traffic is expected, it’s easy to fall back into believing the ‘migration myth’.</p> <p>Strong leadership is needed in order to convince others that another outcome is possible.</p> <p><img src="https://assets.econsultancy.com/images/0007/7449/image6.png" alt="" width="750" height="482"></p> <p><em>Opinion is split over the loss of traffic expected from a site migration. Strong leadership can reduce this.</em></p> <h3>5. Keep the staging site from getting out</h3> <p>Lastly, Jon emphasised the importance of the staging site not getting out, suggesting that the robots exclusion standard, or robots.txt, only blocks crawling and doesn't always prevent results from appearing (see <a href="https://yoast.com/prevent-site-being-indexed/">this old explanation from Yoast</a> about how to more reliably prevent your site from appearing in search).</p> <p>He also highlighted that brief coexistence of old and new domains <em>can</em> happen, and that it’s certainly not something to be afraid of.</p> <p>For four or five days, sites can exist in positions one and two on SERPs before one drops out.</p> <p><img src="https://assets.econsultancy.com/images/0007/7452/image7.png" alt="" width="750" height="468"></p> <p><em>Original and new sites can briefly coexist and both maintain rankings.</em></p> tag:econsultancy.com,2008:BlogPost/68112 2016-07-28T03:00:00+01:00 2016-07-28T03:00:00+01:00 Five things you should know about digital Japan Jeff Rajeck <p>..outrageous fashion...</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7404/fashion-blog-flyer.jpg" alt="" width="470" height="472"></p> <p>(image via <a href="https://www.flickr.com/photos/istolethetv/4735451442/">istolethetv</a>)</p> <p>...a challenging sense of design...</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7405/anime-blog-flyer.jpg" alt="" width="470" height="353"></p> <p> ...and famously strange TV shows.</p> <p> <img src="https://assets.econsultancy.com/images/resized/0007/7406/bear-blog-flyer.jpg" alt="" width="470" height="307"></p> <p>So what about digital?  In a world where cultures becoming increasingly alike due to digital media, does Japan stand out in any way?</p> <p>Econsultancy's latest publication, <a href="https://econsultancy.com/reports/the-japan-digital-report/">The Japan Digital Report</a>, aims to find out. In the report, we look at Japan's demographics, digital readiness, social media, search engines, and ecommerce sites to get a detailed picture of just where Japan is at, digitally.</p> <p>We found that there are many fascinating aspects of Japan's digital culture.  Here are five things that you should know about first.</p> <h3>1) Japan has its own social network</h3> <p>Any meaningful discussion of digital in Japan has to start with its homegrown social network, LINE.</p> <p>LINE rose to prominence during Japan's 2011 tsunami crisis as many used the network to communicate with loved ones when normal phone communication failed.</p> <p>Since then, however, <strong>LINE has become ubiquitous in Japan</strong> providing its users with chat, voice and video chat, a personal timeline, games, branded<a href="https://assets.econsultancy.com/images/0007/7407/pic-2016-07-25-12-01-24.jpg"> channels, and many more features.</a></p> <p><img src="https://assets.econsultancy.com/images/0007/7407/pic-2016-07-25-12-01-24.jpg" alt="" width="716" height="409"></p> <p>The network still enjoys significant growth quarter-on-quarter and it is commonly said that <strong>anyone in Japan who is 'on social media' is on LINE.</strong></p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7409/pic-2016-07-25-12-05-44-blog-flyer.png" alt="" width="470" height="270"></p> <p>One testament to LINE's popularity is that the company IPO'd in the US and Japan in July 2016 and shares shot up 50% on the first day.</p> <h3>2) Facebook is popular, too, and used for business</h3> <p>Facebook was launched in Japan in 2008, but as of 2011 its reach, 2 million, was still relatively low.</p> <p>The social network also came into its own during the 2011 tsunami. Because Facebook, unlike other social networks, requires real names, <strong>Japanese Facebook users could see that distant friends or colleagues were OK after the disaster without having to ask them directly</strong>.</p> <p>Its popularity soared following the disaster and it has seen consistent growth ever since.</p> <p><img src="https://assets.econsultancy.com/images/0007/7410/facebook.png" alt="" width="640" height="400"></p> <p>Now, <strong>Facebook is used in Japan for business networking as well as social networking.</strong></p> <p>Speculation is that Facebook has taken LinkedIn's place in this regards because it is unusual for the Japanese to post career accomplishments and ambitions as members are encouraged to do on LinkedIn. So, because Facebook has real names, the platform serves as a less obvious way of making and maintaining professional contacts.</p> <h3>3) Yahoo! Japan is still very much alive</h3> <p>As most are aware by now, Yahoo has been sold to Verizon in the US.  The site however, is not wholly owned by Yahoo and <strong>so Yahoo Japan will not be transfered to Verizon after the sale of Yahoo in the US.</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/7411/yahoo.png" alt="" width="800" height="156"></p> <p>Yahoo Japan has built up a strong independent brand and <strong>competes head-on with Google for monthly active users (MAUs)...</strong></p> <p><img src="https://assets.econsultancy.com/images/0007/7412/pic-2016-07-25-12-18-09.png" alt="" width="471" height="280"></p> <p>...and has more ecommerce traffic than any other site in the country.</p> <p><img src="https://assets.econsultancy.com/images/0007/7413/pic-2016-07-25-12-20-37.png" alt="" width="507" height="365"></p> <p>Yahoo Japan also currently enjoys double-digit year-on-year growth in overall monthly active users.</p> <h3>4) Bots are already up and running in Japan</h3> <p>2016 has been a banner year for applications which provide a chat interface to an ecommerce or information service - <a href="https://econsultancy.com/blog/67894-what-are-chatbots-and-why-should-marketers-care/">commonly known as bots.</a>  Most compaines, however, have yet to do anything at all on the various bot platforms and so bots may well end up to be the biggest vapourware story of the year.</p> <p>In Japan, however, <strong>LINE already has a bot plugin for brands</strong>, a test network for developers, and a number of live bots already in use. </p> <p><img src="https://assets.econsultancy.com/images/0007/7414/dominos.png" alt="" width="800" height="262"></p> <p>Domino's Pizza Bot is one example which has taken a reported 100 million yen (around $1 million) in orders already. Those interested in building a LINE bot for Japanese consumers can get started by applying for access (in English) at the <a href="https://partner.line.me/en">LINE partner site</a>.</p> <h3>5) Virtual stickers are what's hot there, though</h3> <p>If you asked a typical LINE user about what was hot on LINE, though, most would say one word - stickers. Virtual stickers are similar to emojis in that they are used to share emotions in an unusual or fun way.</p> <p><img src="https://assets.econsultancy.com/images/0007/7415/stickerw1.png" alt="" width="800" height="200"></p> <p>LINE, however, has capitalized on their popularity on the network and allowed brands to design their own custom stickers (for a considerable fee, of course!)</p> <p><img src="https://assets.econsultancy.com/images/0007/7416/dove2.png" alt="" width="536" height="371"></p> <p>The benefit for brands, though, is that <strong>LINE stickers can both deliver the brand message and help their fans extend the brand message to their friends.</strong></p> <p>LINE stickers also have the added benefits of being short-lived and difficult-to-get outside of a campaign's home country.  This scarcity makes the stickers distribution even more likely by LINE members seeking cultural cachet.</p> <h3>So...</h3> <p>So, why do some Japanese dress outrageously and why do they have some of the world's most 'interesting' TV shows?  We are not entirely sure.</p> <p>We do know, however, that <strong>Japan has a diverse media landscape and many opportunities for brands to reach their audience in the country digitally</strong>. The Japan Report will provide you will the base facts, statistics, and insights you need to start figuring out this fascinating country. </p> <p>If you'd like to know more about Japan, then Econsultancy subscribers can <a href="https://econsultancy.com/reports/the-japan-digital-report/">download the report here</a>.</p> <p>And if you're not a subscriber, then you can <a href="https://econsultancy.com/subscription-plans/">find out more about subscriptions here</a>.</p> tag:econsultancy.com,2008:BlogPost/68102 2016-07-27T14:02:00+01:00 2016-07-27T14:02:00+01:00 Why there should be more plaudits for digital audits Chris Bishop <p>Those at the top of organisations don’t feel they have the strategic sweep to justify the time and effort required to commission them.</p> <p>Audits are viewed at times as a little “too tactical” or only done once every blue moon by agencies aiming to impress for your business, only to then collect dust on top of Econsultancy buyers guides print outs or even your old New Media Age magazines (<strong>Ed</strong>: We let this lie, but only to show we have a sense of humour).</p> <p>For the in-house Head of Ecommerce, requesting a digital audit might sound dangerously like a turkey voting for Christmas. </p> <h3>Are we selling audits wrongly?</h3> <p>Or is it the slightly cheesy marketing of website or marketing auditors themselves that is putting people off?</p> <p>All that tired ‘digital health check’ stuff might be the kind of foot in the door tactic that make brands feel suspicious of then giving access to their precious AdWords account, <a href="https://econsultancy.com/blog/67171-what-is-affiliate-marketing-why-do-you-need-it/">affiliate network</a> or analytics suite.</p> <p><img src="https://assets.econsultancy.com/images/0007/7503/healthcheck.jpeg" alt="health check" width="275" height="183"></p> <h3>How important are digital audits anyway?</h3> <p>In reality, though, digital audits are absolutely vital. And third party objective auditing ensures that you’re not marking your own home work or ignoring long term problems.</p> <p>Proper auditing, UX testing and <a href="https://econsultancy.com/blog/67473-seven-conversion-rate-optimization-trends-to-take-advantage-of-in-2016/">CRO analysis</a> means you can elongate the lifetime and effectiveness of your website and digital media activity, in a way that can be done on any budget.</p> <p>Your digital real estate is often an expensive investment - you’ve got to maintain it properly to get results.</p> <h3>Regular servicing is vital</h3> <p>Think of that shiny new website you’ve just spent months developing as a new car you’ve just acquired.</p> <p>To start off with, it’s the envy of everyone who sees it. After-sales support is pretty good and you can see years of trouble free motoring ahead of you. Before you know it, though, your warranty is up and you’re on your own.</p> <p>As the car ages, small problems become big problems. It performs less effectively. You’re paying for petrol, but it’s becoming less and less economical to run. There are so many things going wrong with it you don’t know where to start. Eventually the car's value is so diminished you might as well scrap it and buy a new one.</p> <p>It’s the same with websites and digital marketing campaigns. They can’t be left to look after themselves – and even the mechanic themselves might need some fine tuning or training themselves.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/7504/service-blog-flyer.jpg" alt="car service" width="380"></p> <h3>What a digital audit can do for you </h3> <p>Audits can show you how to balance your budget more effectively through action and prioritisation. They can identify common issues like plateaus in activity and drop offs in acquisition; all the elements that reduce profitability. </p> <h3>The Lessons of the Audit</h3> <p>Constantly learn, constantly improve, constantly trade! A timely and constructive audit will help you:</p> <ul> <li>Keep up to date with the latest channel trends - Google changes, new publishers in affiliate, new platform or techniques for social. </li> <li>Use competitor analysis to keep your enemies close! It’s crucial to analyse and understand market share/spend and its consequences for your brand. </li> <li>Help you (re)define your goals.</li> <li>Confirm your objectives or KPIs so you can measure success.</li> <li>Understand new opportunities.</li> <li>Benchmark improvements or conversely measure areas of decline.</li> <li>Ensure corporate compliance – its best practice to have someone external “rubber stamp” your activity.</li> <li>Encourage serendipity – the uncovering of that nugget of information that transforms your understanding and makes the commercial difference.</li> </ul> <h3>Should you take the plunge?</h3> <p>Regular and skilled digital auditing is a detailed and never ending task.  It can transform the effectiveness of your digital advertising, website and budget.  </p> <p>Is it sexy? It’s showing your website a lot of love and attention. It’s optimizing and maximizing your marketing profitability and performance. Sounds pretty sexy to me.</p> <p><em>More on auditing:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68031-answering-the-key-question-of-content-auditing-where-do-i-start/">Answering the key question of content auditing - where do I start?</a></li> </ul> tag:econsultancy.com,2008:BlogPost/68087 2016-07-21T14:42:17+01:00 2016-07-21T14:42:17+01:00 Six brilliant blogs from the beauty industry Nikki Gilliland <p>Whether you're into beauty or not, the following examples are well worth a look.</p> <h3>L’Oreal</h3> <p>With its unique domain name, L’Oréal’s <a href="http://www.makeup.com/" target="_blank">makeup.com</a> is designed to feel like an independent publication rather than a brand blog.</p> <p><img src="https://assets.econsultancy.com/images/0007/7167/l_oreal.PNG" alt="" width="780" height="634"><img src="https://assets.econsultancy.com/images/0007/7166/makeup.com_quote.PNG" alt="" width="780" height="145"></p> <p>Its authenticity isn’t fake either.</p> <p>Often publishing product-focused features like “The Best Drugstore Highlighters”, it includes a wide variety of brands (not just promoting its own) to provide readers with a balanced and surprisingly unbiased frame of reference.</p> <p><img src="https://assets.econsultancy.com/images/0007/7168/makeup.com_2.PNG" alt="" width="780" height="685"></p> <h3>Birchbox</h3> <p>A beauty subscription service, Birchbox gives consumers the opportunity to discover new products each month.</p> <p><a href="http://blog.birchbox.co.uk/%20" target="_blank">Its blog</a> cleverly provides context for these products, using informative articles to inspire, educate and ultimately give consumers a reason to continue their subscription.</p> <p><img src="https://assets.econsultancy.com/images/0007/7169/birchbox.PNG" alt="" width="780" height="675"></p> <p>With its unboxing videos and ‘Birchbox reactions’ articles, a lot of the content is self-promotional (something that could potentially put non-subscribers off).</p> <p>However, for loyal consumers, this aspect undoubtedly provides extra value.</p> <p><iframe src="https://www.youtube.com/embed/CbB-hGTye58?wmode=transparent" width="700" height="394"></iframe></p> <h3>Mankind</h3> <p>It might be one of the relatively few <a href="http://www.mankind.co.uk/blog/" target="_blank">male grooming blogs</a> out there, but there's more reason to visit Mankind than that.</p> <p><img src="https://assets.econsultancy.com/images/0007/7170/mankind.PNG" alt="" width="780" height="607"></p> <p>With five Editors each with their own area of expertise, it has a nice mix of lifestyle content, using distinct verticals like ‘International’ and ‘Luxury’. </p> <p><img src="https://assets.econsultancy.com/images/0007/7171/mankind_editors.PNG" alt="" width="780" height="751"></p> <p>One of the reasons I like it is that, alongside general articles, it’s not afraid to experiment with a more in-depth approach.</p> <p>It’s ‘ingredient focus’ series is particularly interesting, and something that many of the fluffier, female-driven blogs could learn from.</p> <p><img src="https://assets.econsultancy.com/images/0007/7172/mankind_mandelic_acid.PNG" alt="" width="780" height="640"></p> <h3>Sephora</h3> <p>Who needs models when beauty products can look so attractive?</p> <p>With its stunning product-focused photography, <a href="http://theglossy.sephora.com/">Sephora Glossy</a> showcases the very best of its main shop.</p> <p><img src="https://assets.econsultancy.com/images/0007/7173/Sephora_Glossy.PNG" alt="" width="780" height="543"></p> <p>Instead of long-form content, it publishes short how-to’s and product curations, making it feel more like an extension of Pinterest or Tumblr than an in-depth publication.</p> <p><img src="https://assets.econsultancy.com/images/0007/7174/sephora.PNG" alt="" width="600" height="723"></p> <p>With its user-friendly design, it’s one of those sites that you could find yourself scrolling through for ages.</p> <p><img src="https://assets.econsultancy.com/images/0007/7175/Sephora_how_to.PNG" alt="" width="600" height="850"></p> <h3>Clinique</h3> <p>Marketing itself as a philosophy rather than a cosmetics line, Clinique’s blog focuses on the two verticals of beauty and lifestyle.</p> <p><img src="https://assets.econsultancy.com/images/0007/7177/clinique_blog.PNG" alt="" width="780" height="644"></p> <p>Cleverly using skincare as a spin-off to other verticals, it also covers topics like food and fitness, implementing video to further engage visitors.</p> <p><iframe src="https://www.youtube.com/embed/Nw0GvcdKnHY?wmode=transparent" width="730" height="411"></iframe></p> <p>In comparison to other blogs, it is also pleasingly minimal, proving that a less-is-more approach can work. </p> <p><img src="https://assets.econsultancy.com/images/0007/7182/clinique_minimal.PNG" alt="" width="780" height="368"></p> <h3>Urban Decay</h3> <p>In comparison to Clinique, Urban Decay’s blog is loud, proud and <a href="http://www.urbandecay.com/the-violet-underground">unashamedly purple</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/7178/urban_decay_violet.PNG" alt="" width="780" height="335"></p> <p>Recognising the digital mind-set of its core demographic, it is heavily geared around the online beauty community where bloggers and YouTubers have huge influence.</p> <p><img src="https://assets.econsultancy.com/images/0007/7179/urban_decay.PNG" alt="" width="700" height="825"></p> <p>The blog has an original feel to it, with the standard ‘How-To’s sitting alongside unique ‘Women Who Rock Our World’ and ‘XO, WZ’ – the latter being an insider look at co-founder Wende Zomnir’s world.</p> <p><iframe src="https://www.youtube.com/embed/ATaqtu7URYI?wmode=transparent" width="800" height="475"></iframe></p> <p><em>More on the beauty industry:</em></p> <ul> <li><a href="https://econsultancy.com/blog/67884-seven-ways-social-media-is-shaping-the-beauty-industry/">Seven ways social media is shaping the beauty industry </a></li> <li> <a href="https://econsultancy.com/reports/the-rise-of-influencers/">The Rise of the Influencers </a>(subscriber only)</li> <li><a href="https://econsultancy.com/blog/67630-forget-ao-com-does-benefit-cosmetics-offer-the-best-ecommerce-experience/">Forget AO.com, does Benefit Cosmetics off the best ecommerce experience? </a></li> </ul>